learn how to optimize your campaigns, keywords and bids to maximize your sales and visibility
Define your Goals
Define your advertising objectives such as increasing sales, driving traffic, boosting brand awareness, or promoting specific products. Plus, we recommend to set a Target-ROAS, which you want to reach through the opimization. Your goals determine how you will have to proceed in your optimizing process.
What's important when choosing keywords?
Relevance
Look for relevant keywords that accurately describe your product and match the search intent of potential customers. These keywords should directly relate to your product's features, benefits, variations, or potential use cases. You may also include variations of your product such as color, size, material, and other relevant descriptors.
Always ask yourself: What would you type into the search bar if you wanted to buy your product?
Search frequency
Look for keywords with a high search frequency. You can check the most searched keywords in the emax tool under search → keywords (search frequency). The better the search frequency, the better the keyword (if it matches your product).
Stay up to date
Keep your keywords updated based on changes in market trends, customer preferences, and product updates. Regular optimization can help maintain or improve your product's search ranking over time.
Depending on your product, consider seasonal keywords that are relevant during specific times of the year, such as holidays or seasonal trends. Update your hidden keywords accordingly to capitalize on seasonal demand.
💡Tip: If you want to use our keyword-tracking tool, open our app and navigate to „Search“ and klick on „Keywords (Search Frequency)“
You will be able to choose the time range (= the amount of seconds, hours, months, etc. in which the keywords were searched for), which marketplace you want to focus on and a product type. Plus, you can type in the keyword you want to search for and exclude a keyword.
The tool will give you three tables:
-Top Search Terms (most searched keywords)
-Biggest Winners (keywords with the biggest growth)
-Biggest Losers (keywords with the biggest decline)
Sponsored Ads Keyword Targeting
If you want to know which Keywords perform best and which do not, you can use the Keyword Targeting in our Tool. You can find the Keyword Targeting in Advertising -> 360° Sponsored Ads Report. Here, you can analyze your Campaigns on keyword level, considering multiple KPIs such as ROAS, Impressions, Clicks, Sales, etc.
Organize Campaign Structure
Create organized campaign structures with ad groups that group similar keywords and products together. This helps in better targeting, monitoring, and optimization.
Adjust Bids
Optimize your bid strategy based on keyword performance.
First, allocate your budget based on the performance of individual campaigns, ad groups, and keywords. Focus more budget on high-performing campaigns while scaling back or pausing underperforming ones.
If you want to maximize your Return On Ad Spend (ROAS), you should increase bids for high-performing keywords to maintain or improve ad placement and decrease bids for low-performing keywords to conserve budget.
If you just want to boost sales and awareness while your budget is secondary, you may want to increase your bids in general. But keep in mind that your ROAS is more likely to decrease then.