MILTON Express Aluminium Kettle

MILTON Express

PPC Campaign Strategy Overview

1. Campaign Structure

• Automatic Campaigns
  Kickstart with automatic targeting to discover high-performing search terms and customer behaviors.

• Manual Keyword Campaigns
  Use revealed keywords to set up manual campaigns with match types:

  • Exact match for high-intent terms (e.g. “MILTON electric kettle”)

  • Phrase and broad match for relevant variations like “electric kettle India,” “non‑stick kettle,” “kettle with indicator lights.”

• Sponsored Brand Ads
  Promote the MILTON storefront and product line to build brand pull—especially effective when user searches “MILTON” or appliance-related keywords.

• Sponsored Display Ads
  Retarget cart abandoners, previous viewers, and similar audiences across Amazon and third-party sites.

2. Keyword Research & Targeting

• High-Intent Keywords:
  Example terms: “MILTON electric kettle,” “aluminium kettle non-stick,” “compact kettle online”

• Generic & Secondary Terms:
  “Electric kettle buy online,” “kitchen appliances India,” “best electric kettle under 2000”

• Negative Words:
  Exclude irrelevant queries like “pressure cooker,” “thermos flask,” or mileage-related searches to optimize ad spend.

3. A/B Creative & Listing Optimization

• Product Listing Optimization:
  Improve titles, bullets, description, and backend keywords with clear, benefit-driven messaging (“Fast‑boil aluminium kettle with water level indicator”).

• Enhanced Brand Content (A+):
  Add visual banners highlighting USPs: durable EarthSense non-stick interior, fast boil, energy-saving.

• Thumbnail & Image Testing:
  Use lifestyle images of the kettle in use, close-ups of indicator features, and scale animations. Test different image variations for improving CTR.

4. Budget & Bid Management

• Budget Allocation:

  • Automatic campaigns: ~20%

  • Manual keyword campaigns: ~50%

  • Sponsored Brand Ads: ~20%

  • Sponsored Display: ~10%

• Bid Strategy:

  • Use automatic campaigns to discover terms

  • Manual bids prioritized by conversion or click performance

  • Adjust bids daily/weekly based on ACoS, CTR, and conversions

• Performance Metrics to Monitor:
  CTR, Impressions, CVR (Conversion Rate), ACoS, TACoS, ROAS, and keyword-level performance

📊 Campaign Performance Benchmarks & Best Practices

• Optimize listings to improve relevance and Quality Score—better CTR and lower CPCs result ([turn0search6]turn0search7).

• Ad visibility drives organic ranking. Long-term PPC investment builds organic rank over time, reducing reliance on ads ([turn0search5]turn0search6).

• Maintain an efficient TACoS, focusing on overall brand sales efficiency rather than only measuring ACoS ([turn0search5]).

✅ Sample Campaign Workflow

📈 Projected Outcomes (First Month)

• Impression Lift: ~50–70% increase in product visibility

• CTR Improvement: Target >0.7% with optimized imagery and messaging

• Conversion Rates: CTA-optimized listing → expected ~3–4% conversion

• ACoS / TACoS: ACoS maintained below 20%, with TACoS trending below 15% depending on organic gains

• ROAS: 4×–6× based on listing improvements and optimized ads

🎯 Key Insights & Optimization Tips

1. Thorough keyword matching and continuous refinement drives both sponsored and organic ranking improvement. ([turn0search6])

2. Consistency between listing and ad messaging improves conversion and reduces bounce.

3. Ongoing negative keyword hygiene helps improve ad efficiency.

4. TACoS metrics matter: ads should support long-term organic growth—not just immediate sales. ([turn0search5])

🧾 Conclusion

For the MILTON Express Aluminium Kettle, a structured Amazon PPC campaign—alongside listing optimization and A+ content—can significantly enhance visibility and sales. This strategy balances manual and auto targeting, listing improvements, and ROI-focused budgeting, aligning with best practices from leading Amazon PPC guides and Milton’s brand credibility in the Indian market