Page 110 - Book Funnels & Amazon Ads

BOOK FUNNELS & AMAZON ADS
Let’s use Close Match for another example. As we can see by the Close
Match conversion rates, it takes 3 clicks to get a reader. This means that
technically, we’d be willing to pay a maximum of $1.76 for a Close Match
click. It is not often that you’ll have a conversion rate of 33%. If you did
change the bid to $1.76, you would absolutely want to monitor this target
closely as the conversion rate will probably come down over time, also
impacting the maximum you should be willing to pay for a click.
If you want to be extra safe with your bidding, I would recommend
that for any break-even CPC above $1, to bid 50% lower than your break-
even point until you have tested your funnel for a 90+ plus days to ensure
profitability from end to end.
How do you improve the conversion rate of your Auto
Campaign?
Besides adjusting the bid, you can also improve your automatic cam-
paigns by removing unconverting clicks. You do that by negatively target-
ing keywords and ASINs that do not convert. Unless you record this data
manually, it will be harder to accomplish as Amazon only holds this data
for 65 days and you may only see 3-9 clicks for a target at a time.
To negatively target a word or phrase:
1. Select Negative targeting on the left hand bar.
2. Then select Add negative Keywords.
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