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New Product Launch + PPC Structure 🚀

Let's say you're managing a brand that's rolling out a new product, and you're in charge of launching corresponding PPC campaigns. How do you start this process?

Here's what my general setup looks like - Keeping this high-level, feedback is welcome!


✅ Phase 1 (2 weeks) - Initial Launch (little to no product reviews)
- Auto campaign for data collection
- Branded SP, SB to ensure visibility under branded search
- SD Cross Promotion - Promoting new product on complimentary products' PDP (if applicable)

✅ Phase 2 (2-4 weeks) - Scale (10+ reviews)
- Evaluate ST data from Auto campaign to determine manual target starting point
- Low-risk SP, SB (one Broad, one Phrase, one Exact) - 10-20 long-tail, product-specific keywords that are included in PDP + any long-tail keywords that you're converting well on in Auto
- Light ASIN targeting - Only where you have a competitive advantage (price, rating, etc)
- Light SD awareness - Category Targeting, Audience Targeting, Similar Product Targeting, etc.

✅ Phase 3 - Rank + Scale (25+ reviews)
- Moderate & high-risk SP, SB - additional Broad/Phrase/Exact campaigns, including targeting that is a bit more up the funnel - Higher search volume short-tail keywords
- SP Rank - Now that we have 4-6 weeks of preliminary data, it's time to determine which keywords you want to isolate to start ranking for (CVR-focused, moderate/high search volume)
- Expanded Product Targeting - SP, SB, SD (competitive advantage)
- SBV/SDV launch!
- General targeting expansion across all SP, SB campaigns (excluding rank) - Don't overload your campaigns with keywords, build new campaigns when looking to expand.

How does your process differ? Open to feedback!

#ppcadvertising #amazonppc #amazonadvertising #ppctips #betterams