18.1 New Product Launch¶
What this page teaches: Launch strategy accepts more learning cost to generate data, visibility, and early sales.
Why this matters in real accounts: This topic affects money, visibility, campaign control, reporting clarity, or team execution. Understanding the business reason first makes the console steps much easier to learn.
Practical workflow: - Audit listing readiness. - Define launch goals and acceptable [[ACOS]] range. - Start discovery and exact control campaigns. - Watch budget, terms, and [[CVR]] closely. - Harvest winners and cut waste after thresholds.
Worked mini-example: A new product may tolerate higher [[ACOS]] during the first weeks if the goal is data collection and ranking support.
Common beginner mistakes: - Expecting mature efficiency on day one. - Launching without enough reviews or inventory. - Changing everything before data stabilizes.
Definition of done: - The learner can explain the topic without jargon. - The learner can name the report, console area, or data input used for this topic. - The learner can describe one safe action, one risky action, and one escalation trigger.
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
PPC strategy changes as the product matures. A launch campaign should learn fast. A mature campaign should protect profit. A sunset campaign should spend only where it still makes sense.
New product launch¶
Weeks 1-2: launch Auto and Broad discovery campaigns. Expect higher ACOS because the account is buying data.
Weeks 3-6: expand into Manual Broad and Phrase using discovered terms. Begin adding negatives and moving clear winners.
Weeks 7-12: scale Exact campaigns and proven ASIN targets. Increase budgets where ACOS and inventory allow.
Growth stage¶
Identify top keywords by orders, increase bids carefully, add similar terms, test Sponsored Brands, and expand into Sponsored Display if traffic and budget justify it.
Mature stage¶
Shift more budget to Exact, Brand Defense, and proven ASIN targets. Keep discovery alive but controlled. Audit negatives, placements, and budget waste weekly.
Decline or sunset¶
Reduce bids, pause weak campaigns, keep only profitable exact terms, and align spend with remaining inventory. Liquidation campaigns can accept higher ACOS only if the goal is stock clearance.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.