EP 11: PPC War Stories, Match Types, & Franken Campaigns with Elizabeth Greene

The Top of Search Show - Amazon, Walmart, Ecommerce, and More

🎙 Robyn Johnson & Abe Chomali sit down with Elizabeth Greene to discuss Amazon match types, ad strategy, and campaign optimization. They dive into the evolution of Amazon advertising, common mistakes, and best practices to maximize ad performance.

🔑 Key Takeaways

📢 The Evolution of Amazon Advertising

• Amazon ads were once simple and low-cost, but competition and rising CPCs have made advertising more complex.
• Auto campaigns and broad targeting no longer work as they once did—sellers must actively manage and optimize campaigns.
• New ad types and targeting options provide more control but also introduce more complexity.

🎯 Match Types & Bidding Strategies

• Broad, phrase, and exact match types each serve different purposes—understanding when to use them is key.
• The old strategy of moving from broad to exact match doesn’t always work on Amazon.
• Negative keyword strategies can be effective but must be used carefully to avoid limiting performance.
• Bidding just above the minimum (e.g., $0.07 instead of $0.05) can significantly increase visibility.

📊 Scaling & Optimizing Campaigns

• Amazon’s increasing CPCs require tighter ad management—bad ad spend can quickly eat into margins.
• Franken campaigns (messy structures with mixed match types) can sometimes work but require careful oversight.
• Segmenting campaigns by match type and product grouping allows for better control and optimization.

🚀 When to Expand & When to Hold Back

• Not every campaign needs constant tweaking—if it’s working, don’t change it unnecessarily.
• Expanding to new match types or campaign structures should be done when performance is stable.
• Prioritization matters—focus on high-impact optimizations first before making broad changes.

🔗 Helpful Links from the Episode

• Junglr.com
• Amazon Advertising
• LinkedIn – Elizabeth Greene

🎯 Final Thoughts

• Amazon advertising is more complex than ever, and success requires constant learning and strategic adjustments.
• Match types should be tested and optimized but forcing a rigid structure can backfire.
• Managing CPCs and ad spend effectively is critical to maintaining profitability.

If done right, a well-structured ad strategy can be a game-changer for scaling your Amazon business!

Chapters

1. The Evolution of Amazon Ads & Rising Costs (00:00:00)

2. Welcoming Elizabeth: Background & Introduction (00:00:35)

3. Has Amazon Advertising Gotten Harder? (00:02:19)

4. CPC Strategy & Minimum Bids (00:04:08)

5. The Power of Slightly Higher Bids (00:05:03)

6. Philosophy on Control and Performance (00:08:32)

7. Testing Match Types and Performance (00:10:26)

8. The Franken Account: Managing Thousands of Campaigns (00:15:35)

9. Campaign Launch Strategy Based on Performance (00:19:06)

10. Performance as a Basis for Launching New Campaigns (00:20:05)

11. Audit Insights and Baffling Strategies (00:21:06)

12. Aligning Goals with KPIs for Clarity (00:23:52)

13. Managing Ad Strategies and Inventory Interactions (00:28:50)

14. Managing Cross-Platform Advertising (00:34:12)

15. Prioritizing Tasks for Profit (00:40:55)

16. Encouraging Kids to Pursue Passions (00:50:16)

17. Being a Mom and Entrepreneur (00:54:00)