Best PPC approach when your brand did not do product launches
I’ve taken over our Amazon store (mostly consumables- FBA) to try and increase sales and organically rank more highly. I watched the Freedom Ticket series, have been using Helium10 and have improved our listings (better images, titles, descriptions, etc). We have very good seller feedback.
When we originally threw the store together there were no launches done, and now working on PPC I’m finding very little ROI on my Sponsored product campaigns. My exact and broad match campaigns (using the Helium10 tools to refine) performed dismally. Amazon actually stopped serving the ads due to poor clickthrough. The Auto campaigns did slightly less poorly- mainly converting on other product similarly named. Coupons have performed fairly well for us.
Most of our Amazon traffic and sales come from Facebook advertising and our email lists. Promos.
What are my options bearing this in mind? Would Sponsored Brands be a better route? Working on our pricing? We are right about where our competitors are.