Investing in Amazon PPC campaigns is a challenging task. It is really difficult to predict whether the ROI will justify the investment. So, if you have launched a new brand, it is quite risky to invest a limited marketing budget in PPC. You can never be sure whether the money you spent on PPC advertisements will result in sales. It hurts especially bad for fledgling brands to see their hard-earned money go to waste.
So, is there a way to optimize these PPC campaigns properly? The answer is yes! Till now, many brands complained that they cannot see any change in the PPC campaign results despite adding new keywords and even adjusting the bids. Then, how is it possible to optimize the strategy for PPC campaigns?
It is through the ASIN Matrix that you can now perform strategic optimization. Amazon has designed this model which is a breakthrough in the field of PPC campaigning.
What is ASIN Matrix?
The ASIN MATRIX in Amazon PPC (Pay-Per-Click) refers to a report that provides data on the performance of a product’s Sponsored Products campaign about the product’s ASINs (Amazon Standard Identification Numbers).
The report shows the performance metrics such as clicks, impressions, click-through rates (CTR), spending, and sales data for each ASIN in the campaign. This allows sellers to analyze the performance of each ASIN in the campaign and make informed decisions on how to optimize their advertising strategy.
By using the Amazon ASIN MATRIX report, sellers can identify which products are driving the most sales and which ones are underperforming. They can then adjust their bid strategy, targeting, and ad copy to optimize their campaigns for maximum ROI.
ASIN Matrix is a unique approach from Amazon to categorize the products to make ensure the following:
- Focus on your target audience
- Concentrate on the inventory products that are ideal for advertising depending on the performance and attributes
- Target the right products for better performance from advertising campaigns.
This matrix for Amazon PPC optimization divides the products into 4 quadrants:
1. Star ASINs: It represents the products that are the new collection and the sale quality is above average. Although these ASINs are already successful in the market, they have room to expand. The creation of campaigns with prominent placements can increase their sales. Costly placements at the top of the search results page or on a competitor’s detail page will eventually pay off because these products are already doing well.
Suggestions for development:
- To increase reach, concentrate on relevant to other comparable products.
- To maximize visibility, launch campaigns with above-the-fold placement.
2. Cash Cow ASINs: These ASINs represent the products that are selling over a long period with an above-average quality of sales. These ASINs are designed to keep the house afloat for a very long time and are among the most lucrative ASINs in your PPC campaigns. Cash cow ASINs will inevitably have a lot of reviews so they can be promoted on competitor detail pages. By focusing on broad, category-relevant keywords, marketers may increase the reach of these ASINs. For instance, advertisers who offer cutlery sets can employ cash cow ASINs to target “house party gifts” in their campaigns.
Suggestions for development:
- Display your advertising on similar product detail pages and categories
- Use keywords that are pertinent to products that are related to them.
3. Question Mark ASINs: These represent the new products in your company that qualify for below-average sales quality. These ASINs still have room for improvement. Advertisers can use PPC campaigns, discounts, promotions, and other discount offers to increase sales on these ASINs. Campaigns using these ASINs need to be continuously monitored and optimized.
Suggestions for development:
- Combine goods with discounts or coupons to entice customers to make a buy.
- Using manual product targeting, examine the results of remarketing complementary ASINs in your product’s price range.
4. Sitting Dog ASINs: This represents the products that are older in the inventory with below-average sales quality. These ASINs require the most effort and focus. Despite being readily available for a while, their sales figures are underwhelming. Select the best-performing keywords from a list and use them to launch a unique campaign to correct these ASINs. Advertisers can use Amazon Sponsored Product targeting to show their adverts to customers who are already interested in your product. Target goods that cost more and get negative reviews.
Suggestions for development:
- Choose particular keywords that reflect the query insights for the niche product.
- Utilizing the product targeting of Sponsored Products, reconnect with niche consumers.
This matric is thus, helping maximum sellers to identify the products that have a high potential to become the bestseller of the brand and also the products that are never going to make any remarkable mark in the business.
Utilize The Attributes For Planning Promotion
You can now utilize the ASIN Matrix model to allocate the resources for Amazon ads and develop promotional strategies considering the ASIN attributes.
1. For the Emerging ASIN Type:
The aim is to promote the product and the brand. You can apply the right strategies for gaining brand protection apart from enjoying a competitive edge through Sponsored products and brands.
2. For the Flagship ASIN Type:
The objective is to promote the product and brand. But the strategy for promotion will include Sponsored Brands, Sponsored Products, and Sponsored Displays. In that case, your focus should be on the product keywords and categories.
3. Potential ASIN type:
The objective here will be to promote the brand only. So, use the Sponsored Products, along with the Sponsored Brands. And the focus should be on the branded keywords.
4. Longtail ASIN type:
In this category, the aim is to promote the product through Sponsored Products. Therefore, you will get a vivid idea about how and when to invest in the Amazon Sponsored Products Ads for promoting your brand and/or the product.
Tips For Better Marketing Through ASIN Matrix Model
If you are ready to make some significant changes in sales, follow these tips for an effective outcome.
1. Analyze The Data: Use the ASIN MATRIX report to identify which ASINs are performing well and which ones are not. Look at metrics such as click-through rate (CTR), conversion rate, and advertising cost of sale (ACoS) to determine which ASINs are driving the most sales and revenue for your campaign.
2. Identify Opportunities: Look for opportunities to optimize your PPC campaigns based on the data you’ve gathered from the ASIN MATRIX. For example, you may want to adjust your bid strategy for underperforming ASINs or experiment with different targeting options.
3. Refine Your Targeting: Use the ASIN MATRIX to refine your targeting options for each ASIN. Consider targeting different keywords, adjusting your bids for different audiences, or experimenting with different ad formats to improve your campaign’s performance.
4. Monitor Performance: Keep an eye on the performance of your PPC campaigns over time. Use the ASIN MATRIX to track changes in CTR, conversion rate, and ACoS and adjust your strategy accordingly.
By using the ASIN MATRIX to optimize your Amazon PPC campaigns, you can increase your sales and revenue while minimizing your advertising costs.
Some important points to remember:
- Craft a persuasive details page for the products if you want to increase sales.
- The ASINs in the PPC campaign must be well in stock with competitive pricing.
- Follow the metrics regularly to boost the revenue and monitor ACoS as well as ROAS.
- Don’t start spending a lot initially for the campaigns. Watch the progress and then update the Amazon ad campaigns every couple of weeks.
The above guidelines will generate a better outcome.
Optimize Your PPC Campaigns With SIPRANSH ECOMMGROWTH
According to our Amazon marketing specialists, applying the ASIN Matrix will help you to utilize the benefits of Amazon PPC campaigns. If you want to see better results, embrace the unique approach of the ASIN Matrix Model. By partnering with Sipransh Ecommgrowth agency, you can leverage our expertise and experience to optimize your Amazon PPC campaigns and achieve better results. Let us tell you how:
- Strategy Development: Our agency can help you develop a comprehensive PPC strategy that aligns with your business goals. We will research your target audience, identify the right keywords to target, and create ad copy that resonates with your customers.
- Campaign Management: We will manage your PPC campaigns on an ongoing basis. This includes optimizing bids, monitoring performance, and making adjustments to improve ROI.
- Creative Services: Our expert team will create compelling ad copy and images that catch the attention of shoppers and encourage them to click through to your product page.
- Data Analysis: We use tools like ASIN MATRIX to analyze performance data and identify areas for optimization. Our team can make data-driven decisions to improve your campaigns over time.
- Reporting & Analysis: SIPRANSHECOMMGROWTH agency can provide regular reports on Amazon campaign performance and insights on how to improve your strategy. We can also offer ongoing analysis and testing to ensure that your campaigns are always performing at their best.
Experts in Amazon PPC optimization from SIPRANSHECOMMGROWTH can help you maximize your investment. Set up a consultation with us right away.
