Dayparting has arrived! In this brief episode, Michael teaches you how to build confidence in your dayparting. You'll look at the data breakdown by day of the week, 24 hours, and 168 hours, for the most accurate analysis of your hourly traction, to make the most informed decisions on your revenue-per-click based bids. We'll see you in The PPC Den!
Recapping 2023 in the Amazon seller world - major trends and pain points Personal and business challenges faced in 2023 - including health issues, family emergencies, and day to day struggles Reflecting on importance of family, health, and relationships over business and material success Maintaining perspective and finding meaning amidst life's ups and downs 2023 Amazon Seller Trends and Challenges: “Post-COVID hangover” - sales declined 30% for many sellers, increased competition and costs -Success is now about differentiated, high-quality products with good branding and customer experience - Organic SERP littered with ads - mastering Amazon PPC essential - Overall industry seems to have shrunk, with fewer new sellers entering market - Agencies struggling as more sellers view them as commodities, quickly switching between providers Coping With Personal Crises and Hardships: - After business exit and dream lifestyle, Adam experienced emptiness and depression - Had to re-ground himself amidst divorce and 40% revenue declines - Perspective change - happiness not tied to outcomes, but rather presence, intuition, and relationships Emergency With Teenage Daughter: Shattering call from Danny's daughter Maia - “I can't feel my legs” after bad car accident - Long wait for emergency responders - incredibly stressful time with daughter in jeopardy - Thankful her injuries not worse in the end Losing Beloved Family Dog Cookie to Cancer: - Already sleep-deprived, agonising decline was drawn out over weeks - Reached breaking point - had to step away briefly to regain composure Ongoing Crisis for Friends in Israel: - Adam feels deep connection to affected communities now after years in the Amazon space - Heart goes out to all impacted families - unimaginable turmoil and displacement - No easy words of comfort, but expressing solidarity and grace Summary The "post-COVID hangover" brought declining sales, fierce competition, and rising costs for Amazon sellers in 2023. Success now depends on high-quality, differentiated products with strong branding and customer experience. As organic rankings faded behind ads, mastering Amazon PPC became essential. Personally, after a business exit and the dream lifestyle, Adam experienced emptiness and depression, needing to reground himself amidst divorce and revenue drops. True happiness rests not in outcomes, but presence, intuition, and relationships. A shattering call from Danny's daughter after a bad car accident left her immobile tested their strength. Thankfully her injuries were not worse. Losing their beloved family dog Cookie to cancer after weeks of agony also pushed them to the edge and required stepping back briefly to regain composure.
We're back with another episode of the Weekly Buzz with Helium 10's Chief Brand Evangelist, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, interview someone you need to hear from and provide a training tip for the week. How Amazon is using AI to ensure authentic customer reviews https://www.aboutamazon.eu/news/policy/how-amazon-is-using-ai-to-ensure-authentic-customer-reviews Temu, Shein far lag Amazon as online holiday shopping ramps up https://www.reuters.com/business/retail-consumer/temu-shein-far-lag-amazon-online-holiday-shopping-ramps-up-2023-11-22/ Amazon to Launch Live Shopping Deals During Black Friday Football Game on Prime Video https://variety.com/2023/shopping/news/amazon-black-friday-football-game-prime-deals-1235805778/ Hyundai to Sell Vehicles on Amazon Starting in 2024 https://www.caranddriver.com/news/a45896102/hyundai-amazon-car-sales-2024/ Stay tuned as we discuss the latest new features from Helium 10 and share some valuable newsletters to keep you in the loop. Later on, we share some game-changing strategies with Mina Elias for auditing your Amazon PPC campaigns. You'll learn how to manage campaigns effectively and monitor and improve campaign performance. Join us for this exciting episode! In this episode of the Weekly Buzz by Helium 10, Bradley covers: 01:02 - AI Review Police 03:20 - Temu, Shein Lagging 04:53 - Black Friday Football 06:45 - Amazon Posts Videos 08:15 - Hyundai Buy Box 10:00 - Billion Dollar Seller Newsletter 11:00 - Commerce Accelerated 11:35 - Weekly Buzz 12:19 - Helium 10 New Feature Alerts 16:20 - ProTraining Tip: How To Audit Your PPC Campaigns with Mina Elias ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Amazon is employing AI to police fraudulent reviews. Timo and Sheen are lagging in holiday sales. This week is the first ever Amazon Black Friday football game. You soon can have videos for Amazon Post. These and much more stories on today's weekly buzz. How cool is that? Pretty cool, I think. Bradley Sutton: Hello, everybody, and welcome to another episode of the Serious Sellers podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that is our Helium 10 Weekly Buzz, where we give you a rundown of all the goings on as far as news goes in the Amazon, Walmart, e-commerce world. We give you all the latest new Helium 10 features that have been released this week and we give you training tips the week that will give you serious strategies for Serious Sellers of any level in the e-commerce world. Let's see what's buzzing. All right, today is Thursday. Yes, I'm recording this on Thursday. Yes, it's an American holiday, but we at the weekly buzz do not take any time off, guys. We want to make sure you guys know what's going on out there, so let's go ahead and hop right into the news. Bradley Sutton: The first article of the day is actually a was a press release by Amazon, and it's entitled how Amazon is Using AI to Ensure Authentic Customer Reviews. All right, you know a lot of us worry, sometimes complaining about, you know, a lot of competitors doing some black hat strategies in reviews, right, and so this article goes in to talk about how advanced AI helps publish authentic reviews and weed out the fake ones. You know it mentions how the vast majority of reviews pass this Amazon bar of authenticity and they get posted right away, but that they're using AI to kind of look or try and detect if there's potential review abuse and if that happens, they either delete the review, they take action against the reviewer A lot of interesting things this article talks about. Now, the thing that almost kind of like worried me was that I still see, in 2023, a lot of obviously fraudulent reviews. You know where it's reviews that have to do with, you know products that you know are not even part of. You know the listing and a whole bunch of other things. This article was talking about how, in 2022, amazon observed and blocked more than 200 million fake reviews. So it's like that's kind of crazy if you think about it. Like that's last year and this year I'm still seeing reviews like man. That's a lot of reviews and a lot of you know, fake reviews and bad reviews. So it's funny because you know, we've been talking about that FTC lawsuit and I I've always mentioned how there is like so many other things I think that Amazon sellers are worried about. Uh, as far as Amazon goes, that the things that that FTC thing is and I would say the like, the fake reviews is one of them where all of a sudden, some new competitor comes in and within like three days, there's like a thousand reviews or or all of us, and they, they merge a whole bunch of listings and or resurrect some dead listing, those reviews for a phone case, but you know it's really for a coffin shelf or something. I mean, these are the things that, uh, you know I think a lot of Amazon sellers hope that you know Amazon would crack down more on. Hey, this article might be a move in the right direction If it's utilizing more advanced AI. Obviously, ai in 2023 and 2024 is not what it was in 2022. So maybe there is uh kind of like light at the end of this tunnel. Bradley Sutton: Next article is from Reuters and it's entitled T moon Shane lag far behind as online holiday shopping uh ramps up. So you know, like I've been talking about this cause it comes up in the news a lot, how you know they're making a lot of waves, so many people are going to their websites and stuff. But I'm not. I never really was worried, uh, about you know, t moon she like biting into Amazon sales. Even Amazon's not worried. We talked about in the weekly buzz before how Amazon is not even doing price matching on these websites Cause it doesn't even really consider it like on the same level. Now, uh, similar web in this article said that hey, nine out of 10 visitors to T moon and sheen and when I say a lot, you know visitors there's millions of uh, uh visitors coming this holiday season. This article says nine out of 10 are window shoppers, not buyers. All right, sheen's website drew 28.6 million unique visitors in October, which is up from a year before, but visits that resulted in actual transactions, you know, a visit to the website that ended up in a sale went down to 4.1%. How does Amazon compare? 56% of Amazon's 268 million monthly visits in October resulted in sale. So, again, like I don't think Amazon is is scared or we as Amazon sellers need to worry about all this traffic that's going to, like T moon and sheen, people are not really buying on there right now. You know things could, of course, change, but as of now you can. You could see that. You know, buyer intent is really lacking on those other websites. Bradley Sutton: Uh, speaking of Amazon, uh, this next article is from Variety. The title is Amazon to launch live shopping deals during black Friday football game on prime video. All right, so the very first ever black Friday football game is happening. Usually, you know, thursday, thanksgiving, Thursday, football is kind of a big thing. Now, the first ever Amazon black Friday game and it's going to be broadcast on Amazon and says deals are going to go live during pre game, half time and post game sales. All right, and there will also be one big limited time deal per quarter. Bradley Sutton: Now there's rumors about what these might be. You know some say it's like. You know, might be some big uh from beats by Dre and Lego and different things. Now you might think, well, you know that it doesn't. That's not me, you know I don't have my deals on there. But again, we've been talking about kind of like a move by Amazon to start having more deals with their prime video and their video assets, and even though this might not have regular third party sellers. Bradley Sutton: You know we're not going to afford uh, you know, a spot in this once a year. You know, you know football game. But imagine, you know if millions of people are watching football and you know a certain percentage of them are going to go to buy these beats by Dre, or these legals or these other things. Now, all of a sudden guess what? It's a you know, commercial time, or it's a break, it's halftime, they're on the Amazon app and they're buying something else, but now that they might go ahead and browse other other things, you know. So this is good for for Amazon sellers. Even though you might not be taking advantage of this exact kind of advertising, you are advantaged by it because Amazon is sending all of this new traffic directly to Amazon and hopefully you know that they can find their way to one of your listings if they start browsing, you know, while they're waiting for the second half to start, or something like that. Bradley Sutton: So, interesting, interesting things, how you know, the world of advertising for, for Amazon and the world of sports and entertainment is coming a little bit more together. Next, one article is actually just from you know, from my buddy, jeff Cohen's LinkedIn. I've been seeing this. You know multiple people post about this. I don't have access to this in my account but I wanted to, you know, show Jeff's post here because he was the first one that I saw talk about it. But on LinkedIn he says that Amazon post is going to soon support video. So Amazon post, you know, hopefully you guys are utilizing that. We've talked about how you can use the Amazon AI and the helium 10. I had to create images and captions completely automatically with Amazon or for for Amazon posts, but soon you're now going to be able to upload video. You know I personally have been seeing Amazon posts come up more in search results than in the past. Perhaps you've seen that before. So imagine if now in the search results you can see Amazon posts that have video. All right, so it's going to be pretty cool. Jeff talks about here in his his LinkedIn posts that he says that, hey, shoppers who interact with a post end up performing 45% more branded searches, and brands with 10 plus post have, on average, compared to brands with fewer than 10 posts, two and a half more time store visits and almost four times more followers. And so you know, the thought being that, hey, that's just with static images. How much more could, potentially, having video now increase your branded search and some of your traffic? So if you don't have it in your Amazon post section yet, you know, like me, it's probably going to come in the next few days for you. All right. Bradley Sutton: Next article is actually from car and driver First time we're quoting car and driver here in the weekly buzz and it's entitled Hyundai to sell vehicles on Amazon starting in 2024. All right, says looking for a 2024 Hyundai, look no further than your Amazon Prime account. Now, again, does this affect third party sellers? You know, maybe, maybe not. I just thought this was an interesting kind of like article here, because that's just kind of crazy If you think about where things are going now. Basically, this article is saying that, hey, you're going to be able to like, pick your color and everything. You're going to use the buy box. There's going to be different dealers that maybe have different offerings. Different dealerships are now playing the game of fighting for the buy box like arbitrage sellers. There's no, there's no haggling here, and I just think it's like kind of like fascinating where the world of online commerce is going to. You know, buying brand new cars online is not new, but Amazon obviously is going to be the biggest website ever to sell new cars. And who knows, you know, maybe I'm just waiting for the first dealership to make a mistake on their coupon and they don't realize there's some coupons or deal of the day stacking and I'll be able to get a new Hyundai Santa Fe for like 50% off or something. My very first ever new car was a 1999 Hyundai Elantra. So yeah, I kind of only drive like he is and things now, but I still love my Korean car. So, who knows, maybe I might be one of the ones to be one of the first ones to buy a brand new car on Amazon. Bradley Sutton: All right, that's it for the news articles this week. Actually, not that much going on Now. Before we get into the helium 10 new feature alerts, I wanted to call attention to a couple of newsletters. I've never really been one to promote newsletters, never even had my own until a couple of weeks ago, but there's only three newsletters that I subscribe to, or that I actually read out of all the ones out there, and so the first one is actually the billion dollar sellers newsletter. All right, so that's made by, obviously, kevin King from the helium 10 elite program and the AMPM podcast. It's very, very valuable. All right, there's not BS in here. There's actionable strategies. There's not a whole bunch of fluff. A lot of humor in there, though. So if you guys want to get strategies that you can use right away and some no BS newsletter, go ahead and go to h10.me forward slash BDSN. H10.me forward slash BDSN. Completely free to subscribe to that newsletter and a lot of great stuff. That's the first kind of like outside newsletter I ever read in my life, just because it's the only one worth it to me. Bradley Sutton: Another one that I've been subscribing to for a little while is made by Pacvue's own Melissa. All right, so this is on LinkedIn and this is called commerce accelerated. So if you guys want to subscribe to it, go to h10.m/melissa. Another great newsletter. A lot of advertising in there and a lot of, you know, high level strategies as well as stuff that affects, you know, third party sellers. The last article was a recap on Amazon unboxed that Melissa was at, and so I highly recommend subscribing to that newsletter. And then, of course, you know shameless plug. The last newsletter is the new weekly buzz newsletter that I'm doing. It's not just like a transcript of this weekly buzz. I go break down all of the news articles and have some video on there and some other. You know strategies as well. So if you guys want to subscribe on LinkedIn to my Helium 10 weekly buzz newsletter, just go to h10.me/newsletter. h10.me/newsletter. All right, now let's get into the Helium 10 new feature alerts. Every week, we are launching new tools, new features, new functionality. A lot of it comes from you, the users. So what do we have cooking for this week? Even though it's a short week, we still launching things. The very first one I want to talk about is for Cerebro and Magna, and these are custom filters. Bradley Sutton: This has been asked for by a lot of you out there and you know you guys all have maybe your own strategy of how you run Cerebro as part of your process, like right, like maybe. Hey, I'm going to analyze, you know, 15 different niches and for everyone, one of my criteria. For example, what do I have? Here I'm showing a search volume of a minimum 400. And then a minimum number of one competitor. Maximum two are ranking between one and 20. And these keywords have a title density of three, like, like. There's like six filters that I'm using right there. Now, if you're having to do this search 10 times a day, right, because you know you're just doing some bulk research, it's probably a hassle for you to have to, one by one, re-enter all of these filters in. So now what we have is, once you enter some filters, at the very bottom of Cerebro, you are going to want to go ahead and hit this button called save as filter preset, right. And once you hit that button, another window will come up allowing you to go ahead and put a preset name and you can say, hey, this is my, you know, keyword research version one or whatever. And now this is going to show up as a one click filter at the very top of Cerebro, so that when you get into Cerebro, you enter the ASINs, you can just hit one button and it automatically populates your filters. Same thing for magnet. All right, let's say I have this process where I'm like hey, I out of all these keywords from what came out from, you know, these thousands of keywords that came out inside of my magnet search show me everything that has 500 search volume, that's at least three words, and that there's only 300 competing products for this keyword. Right, again, it might take a little bit of time to enter all these filters in. Once you do that again, just hit the save as filter preset and what's going to happen is you can just name this filter and then now, when you enter in, go into a magnet search, you are going to be able to just, you know, hit that button and your exact filters are going to come out. Bradley Sutton: The next and the only other update for the days is for those of you who are on the Helium 10 supercharge. You know, plan our supercharge plans for like eight, nine figure sellers. You guys have some pretty crazy graphs that you're going to be able to do, all right. So on your insights dashboard you're at the very bottom there's a, there's a button that says add a chart, right, you know everybody else has access to this too, but you got supercharged members have access to kind of like a crazy, crazy next level charting system. All right, and this is just the beginning. Bradley Sutton: So it takes you to a new page and then basically, what you're going to want to see is you can choose any two metrics that you want to compare, like, hey, I'm going to compare my ad click through rate with my unit soul. I want to compare RoAS, ACoS, ad spend and net profit. You know, all in the same chart. I want you know the dates to be preset. At this. I mean, like, pretty much, you're going to be able to now take anything that is in your, you know, helium 10 account, which comes from seller central, obviously all of your data, and then start putting it on graphs and tables and compare different things that you normally wouldn't be able to compare, because a lot of again, why do we have this? A lot of people were saying, hey, I love the data that's in Helium 10, but I end up having to, like, download it into Excel files and make my own power points and reports. No longer you can just compare anything you want, download the graphs and, and you know, make tables, et cetera. So that is for supercharged members. All right, that's it for the Helium 10 new feature alerts for this week. Bradley Sutton: Last up, we have our training tip of the week and it's actually a PPC training tip, and it's with a guest speaker, mina Elias, who you guys all know and love, and this one is going to be about how you can audit your account. Like, maybe you haven't been paying enough attention to your PPC, well, how can you go in there and give it an audit, mina, let us know how. Mina question that we've gotten from our audience is hey, you know, I've been running PPC for a while. I'm running it on my own for now. How can I run like an audit to know if I'm doing well or not? What are the things that you look at so that somebody can really understand like, hey, I'm doing excellent. Or you know what? I need some improvement here and there? Mina: Yeah, so I'll walk you through our audits and basically how I do an audit like step by step. Step number one I'm looking at portfolios. Are you organizing your products into portfolios, you know? Do you have like multiple child ASINs that are that have different campaigns, or are you lumping all of your, your child ASINs into the same campaigns? So then I would create the portfolios. Mina: Next is my campaign naming convention. So are the campaigns named? Easily? For us it's like product code space dash space. You know the type of the ad, like close match, loose match, complements or substitutes, if it's auto, broad phraser, exact, product targeting, expanded ASIN, so what's the type of the ad? Space dash space. And then it's like the purpose of the ad. So if it has a purpose like ranking or you know branded, something like that, if it's like brand, brand name, and then you know space dash space, the source of the keywords, and so that's like if it came from helium 10 or if it came from the search term report or if it's like a main keyword or something like that. And that allows me to sort through campaigns pretty quickly, because whenever I'm looking at like show me all of the performance of my, like exact, you know keyword campaigns, then I can just type in exact in the search and it pops up. Mina: Next I'm looking at the budgets of the campaigns, especially for campaigns that are either running out of budget or have a good row as. So if your campaign has a low a cost or a good row as, there's no reason that the budget should be low, even if you feel like, okay, my budget's $50 and I'm only spending $25 a day, it doesn't matter. Because what I've noticed is if I go from 50 to 250, I'll go from spending $25 a day to $80 a day, and if the ACOS is good, then you're just going to make more sales with the good ACOS it's definitely worth trying. And then if you're running out of budget, obviously that's also red flag. You should always control your spending based on a bid level. So lower the bids to spend less, as opposed to capping, you know, your spend on a budget level, because that I've seen just kind of effects performance negatively. Mina: Then from there I'm going to click into the campaigns and I'm going to make sure that each of them have only one ad group. What I've noticed is multiple ad groups cause like, let's say, you have $100 budget, it could be $80 to one ad group and 20 to another ad group Again doesn't make any sense. I don't know why it happens, but it's something I want to avoid, because it could be that the $20 ad group is the one that has the better row, as but Amazon is. Primary objective is to make you sell more. And then, once I'm in the ad groups, the next thing I'm looking for is how many keywords do you have in there? If you have, you know, more than five keywords, I start suspecting that you might have keywords at the bottom not getting enough like budget. So I'll just sort by sales or sort by spend and then I'll see. Okay, you know keyword number one, two, three, four, five, they all have sales. But like six, seven, eight, they have like one sale in the last 30 to 60 days. And then keyword number nine onwards, they don't have any sales. So those keywords are all areas of opportunity. If I pause those keywords in that campaign, move them to, you know, create a new campaign with those keywords, give them another, another chance. With a good budget they could end up spending a lot more money on making sales. So that's the next thing that I look for. Mina: Then I go into the placements tab. So, you know, do I find any placements like top of search or product pages where the ROAS and the click through rates are significantly better than they are in the rest of search? So, for example, if I look at, you know, in a campaign, I look at the placement tab and I see the top of search has like a 8% click through rate instead of like a 0.4 in rest of search and it has like a 7x ROAS instead of a 3x ROAS. What I'm going to do is I'm going to increase the bid by placement, you know, by 25% or something like that, just a small number, to what I'm telling Amazon is, if my bid is a dollar, I'm allowing you to spend up to a dollar and 25 cents. If it means that I'm going to show up on the top of page one, because, you know, I've seen, based on the data I'm converting, well, there, then I'm going to go into the targeting tab or the bulk sheet. You know, if you don't know how to use the bulk sheet, just stick to the targeting tab. Mina: In the targeting tab I'm sorting for keywords that are not profitable, so only exact and product targeting. I'm going to, you know, just do either two types of keywords. One where I'm like orders equals zero and spend is greater than a certain number. So orders equals zero means it didn't make me any sales and I spent money. Let's say I spent more than $15, or like half of my product costs, with no sales. Mina: I'll tell you how to handle them in a second. So those ones, I'm going to lower the bids or eat or pause them. You know, if it's spent $30 in the last 90 days and it didn't make any sales, just at this point it's not going to make any more sales. It could in the future, once you conversion rate significantly higher, but not right now. Mina: So, and then the other thing is okay, I'm going to just sort by a cost. So show me everything that's greater than 75% echoes and again all of those. And warning guys, you know, for anything that's greater than 75% echoes, do not touch things that have a really good, like a really high number of sales, because the ACoS could be bad but in reality it could be driving a lot of sales, even on the organic side that it's just not being attributed. So again, ACoS is high. I'm going to lower the bids and then vice versa, I'm going to sort by anything that has like a row as greater than, let's say, 5x, for example, and then I'm going to increase the bids of all of those keywords, meaning I'm willing to show up higher in the search. And you can always do like a cross check with you know cerebral and see where you're ranking organically for those keywords. If you're ranking organically and sponsored high, you don't need to increase the bids, but if your organic and sponsored rank is low and your row as is good, it's worth trying to increase the bids, get more visibility, more clicks and more sales. Then I'm going to go into the search term report. That's the final piece. And in the search term report, again two directions. Mina: Number one keywords that are not working. This is for auto broad phrase and expanded ASIN. The reason is for a broad keyword, it could be 30 different keywords that are being triggered in the search terms that are, you know, resulting in bad performance. So maybe five of them, 10 of them are bad, like low row as or spending, no sales, and then five or 10 are very good. So you want to keep the good ones and then negative the bad ones. So, again, a filter sales equals zero, spend greater than $15. Mina: Take all of those keywords and go into the campaigns and add them as negatives, negative, exact, and then you know a cost greater than 85%. Again, be careful for keywords that are generating a lot of sales. But I can take all of those keywords, add them as negatives in the campaigns and then vice versa, I can identify any keywords with like greater than five RoAS. Take all of those keywords, find which match types they're not currently being targeted in. So maybe they're in broad, they got discovered in broad but I'm not actually targeting them in an exact campaign or a broad campaign or whatever. And then I take those keywords and start launching them in new campaigns so I can get more visibility on those keywords. But that's essentially what I'm doing, that, step by step, awesome. Bradley Sutton: Awesome, all right guys. So if you want to get more tips from Mina about how to you know run PPC, make sure to check out his company and hubhealium10.com. You can look for Trivium. Or if you have a platinum account or higher, make sure to check out PPC Academy. It's in your learning hub on your Helium 10 dashboard. He's got tons of great modules there. Mina, thanks a lot for joining us. Mina: Thanks for having me All right. Bradley Sutton: Thanks very much, Mina, for that, and thanks to all of you guys for tuning in. Hope you guys enjoyed this edition and we'll see you next week to see what's buzzing.
Back to the basics? Unbedingt! In dieser Classic Folge sprechen Mareike und Florian über ein Thema, was für wirklich alle Werbetreibenden auf Amazon relevant ist: die Conversion Rate. Was das überhaupt ist, warum diese Kennzahl so wichtig ist und wie du diese durch dein Listing, die Versandzeit, den Preis und PPC beeinflussen und optimieren kannst, erfährst du in der heutigen Folge. Alle Themen der Episode im ÜberblickIntro (00:00-01:56)Was ist die Conversion Rate überhaupt? (03:14)Warum ist die Conversion Rate so eine wichtige Kennzahl? (06:25)Was macht eine gute Conversion Rate aus? (09:39)Warum die Conversion Rate höher ist als in anderen Onlineshops (14:10)Wie hoch ist die Conversion Rate bei Amazon Ads im Vergleich zu Google Ads? (15:33)Wie du die Conversion Rate auf dem Listing optimierst (19:37)Wie Versandzeiten und Gebühren deine Conversion Rate beeinflussen (22:57)Wie der Preis deine Conversion Rate beeinflussen kann (23:40)Wie Amazon deine Conversion Rate beeinflusst (24:43)Wie du die Conversion Rate durch Amazon PPC optimierst (26:34)Zusammenfassung und Fazit (36:18)Links & RessourcenAlles, was du über die Conversion Rate bei Amazon wissen musst5 Top-Tipps zur Conversion Rate Optimierung bei AmazonDu willst Teil unseres Teams werden? Dann bewirb dich hierFragen & Anregungen:Hintergründe sowie weiterführende Informationen zum Podcast findest du unter adference.com/podcast-vitamin-a/Für Fragen und Feedback komm in unsere Discord Community: https://adference.com/discord oder schreib uns: email@example.com
Are you ready to skyrocket your knowledge of Amazon PPC? In this TACoS Tuesday episode, prepare to be amazed as we bring you the secrets of the trade from none other than Elizabeth Greene, the co-founder of Amazon ads agency Junglr. Dive into the world of data analytics and learn why understanding the numbers behind the numbers is crucial. Whether you're a beginner or a seasoned seller, we've got insights that are bound to give your Amazon PPC game a boost. We talk about the core strategies for launching new products, from using supplementary keywords to strategic ad placements. We uncover the importance of context when branching into new markets and how to leverage different keyword match types to target specific search terms. Learn about optimizing strategies for Black Friday and Cyber Monday, and how to manage your budget effectively during these peak seasons. Lastly, ignite your understanding of advertising for branded products on Amazon. We debate the significance of tracking the share of search and using Search Query Performance reports, and reveal our strategies for advertising for products with only a few relevant keywords. Tune in and take away valuable strategies and insights that will elevate your Amazon advertising game to new heights. In episode 511 of the Serious Sellers Podcast, Shivali and Elizabeth talk about: 00:00 - It's Time For Another TACoS Tuesday Episode! 05:34 - Evaluating and Auditing PPC Strategy 08:10 - Analyzing Ad Spend Efficiency and Impact 12:34 - Advertising Strategy and Keyword Targeting 17:45 - Advertising Strategy for New Product Launch 25:32 - Keyword Research Using Helium 10 30:51 - Using Keywords and Sales Volume 36:31 - Optimizing Bids for Better Ad Performance 42:22 - Control Ad Spend, Gain Campaign Impressions ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Transcript Shivali Patel: Today, on TACoS Tuesday, we answer all of your PPC questions live, as well as discuss what you could be doing in terms of launching and auditing your PPC campaigns during the Q4 season. Bradley Sutton: How cool is that? Pretty cool, I think. Want to enter in an Amazon keyword and then within seconds, get up to thousands of potentially related keywords that you could research. Then you need Magnet by Helium 10. For more information, go to h10.me/magnet. Magnet works in most Amazon marketplaces, including USA, Mexico, Australia, Germany, UK, India and much more. Shivali Patel: All right, hello everyone, and welcome to another episode of the Series Dollars podcast by Helium 10. I'm your host, Shivali Patel, and this is the show that is our monthly TACoS Tuesday presentation, where we talk anything and everything Amazon ads. So today we have a special guest with us, and that is Elizabeth Greene, who is the co-founder of an Amazon ads agency called Junglr. So with that, let's go ahead and bring her up. Hi, Elizabeth, how are you? I'm doing well, how are you? Elizabeth: Very good. Shivali Patel: So, nice to have you on. Thank you for joining us. Elizabeth: Yeah, thanks for having me. These are always, always fun. Shivali Patel: And what an exciting time to be talking about Amazon ads to a fat. It's cute for you. Oh my goodness, you must be slammed. Elizabeth: Life is a little bit crazy right now, but you know it comes with the territory. Shivali Patel: So it does. It is peak season I see we have someone coming, so it's a very exciting time to be in business and I'm looking forward to reading your questions and hopefully having Elizabeth answer them Now. The first question here says what can you suggest for a beginner like me, who is just starting out, and what and where can I learn to grow as much as possible? Elizabeth: I would actually say there's two skills that one, in the beginning, none of us have, and they are skills and they can be learned, even though they're considered more quote, soft skills. Data analytics made it not as much. Shivali Patel: My two things are going to be. Elizabeth: Data analytics and communication skills Community Asian sales are, you're going to find, are quite important when it comes to management of accounts management of accounts that are not your own. So if you are, even if you're a brand manager in a company or, you know, obviously, at an agency seller and a sourcing person, okay then I'm going to go with data analytics. Data analytics are going to be your friend. The things that I've kind of discovered have been, like you know, sort of mind blowing. For me are the numbers behind, the numbers Meaning. So when you're trying to evaluate ACoS, right, a lot of people are like, oh, it costs one up, it costs with down. Great, I know this, I can look at the account. What the heck am I going to do about it? Data analytics really good data analytics not only tell you the what, but the why and then the what next. So you're, if you can get really really good at the why and the what next, that's going to really set you apart and the way that I kind of have come to it. This is my own personal journey. Maybe there's other people who are way smarter than me, have way better journeys, but for me it has been, again understanding the numbers behind the numbers to have, for example, right, you start in a little bit of a way, it's kind of like the matrix. Elizabeth: So when you're breaking down, say ACoS, right, you go, okay, ACoS one up, big, else one down. Why right, what the heck happened? You're like, oh, wait, I can calculate ACoS by ad spend divided by ad sales. Okay, so it's either that ad spend went up and sales remain consistent or went down, or ad sales went down and spend remain consistent. She like, oh, okay, there's those two variables. Okay, now I can say, okay, ad spend increased. And then I can go, okay, ad spend increased. Great, I know that why. And then you're like, okay, so I can calculate my ad spend by my cost per click, by my number of clicks. Elizabeth: So either my cost per click went up or the number of clicks happening in my account went up. And then you can look at those two variables and go, oh, okay, it's the number of clicks. Why? Oh, I just launched a whole bunch of new stuff. Okay, that's why. Or my cost per click went up exponentially. Why? Maybe you know, it's just a natural market change thing. Talking about prime time, peak season, now you're probably going to see cost per clicks going up. It's a market thing. Versus other times you might have aggressively increased a whole bunch of bits in your account and so then you go check back. So data analytics that's the way I view it. I am not classically trained on data analytics, I just have looked at it for over five years now and tried to figure out the what the heck is going on a question and the what to do about it questions, and so those. That's my way of sort of. I've learned to sort of peer into the matrix. So if you can get really good at understanding not just what the data is but what it's telling you, that's really going to get you to the next level. Shivali Patel: Definitely, and I think a lot of people have very different strategies. I think Elizabeth's strategy, you know, is definitely one you should take into consideration. But also, the best way to learn is going to be trial and error and until you're really sifting through your own data, I think it's going to be hard to you know gauge sort of what's happening. I think a lot of things in business are just as they come. Now I want to kind of take the other side of that and go into, let's say, somebody's not a beginner, right, somebody's been selling for a while. They're more established. What do you recommend to somebody who might be evaluating or trying to audit their own PPC strategy? Elizabeth: Next level is going to be evaluating things on a per product level. And let me clarify when I say per product, I mean per listing. The reason why is the data gets kind of funky when you pull it down to a skew level. You definitely can, but there's some nuances that you really want to be aware of that can kind of lead you in the wrong direction if you're looking at a per skewer, per child days and level. But if you can start looking at your ad strategy, your sales growth, everything through the lens of listings, that's really going to take you to the next level. Shivali Patel: So when you see listings, are you talking about maybe like the conversion metrics? Are you looking at the keywords that you're using, sort of what is like the underlying factors? I guess all the above. Elizabeth: Honestly, but to make sense of it all. Because, to your point, like force for the trees, if you look at like everything, then do you walk away being like I have no idea what in the world I'm supposed to focus on? So the way that we've begun looking at it and the reason why we started looking at it like this is because we managed several clothing accounts. Talk about complexity, talk about force for the trees. You're like where in the world do I start? And you want to make impact on these accounts. Right, you can't just like all right, I did my bit, adjustments and call it good. Like you really want to get at our hands dirty and like really start improving the accounts. But you're like where in the world do I focus? So what we've started doing is percentage of total have been a little bit of a game changer. They're not, it's not the newest thing on the block. A lot of people use this percentage of total, but the two things that we look at is the percentage of total sales of each. Again, we're talking about a listing level. Again, reason clothing you have up to hundreds of different SKUs on a per listing level. Like how the heck do you make sense of it. So how do we make sense of it is rolling it up to the parent listing level and then looking at the percentage of total ad spend, again on a per listing. Elizabeth: So this gives you a lot of clarity into what products are driving the most sales for the brand. And then, what products are we spending, are we investing the most ad spend on? And when you look at it this way, it's very common to have these things happen in the account. If you haven't been paying attention to them, you oftentimes will see like oh wow, this product's driving 2% of my total sales volume and I'm spending 10% of my total ad spend here. Like that's probably a discrepancy. Maybe I should go and adjust those ads. So that gives you a lot of clarity. And then to court of gauge because again we're an ad agency, so ads are the thing that we focus on the most to help and drive improvements for the brands is we will look at the impact of the total spend on that per product. So again, percentage of total ad spend, and then we'll look at what we call like quote ad spend efficiencies, meaning ACoS, Total ACoS, ad sale percentage, also the delta between your ad conversion rate and your total conversion rate. Our unit session percentage is actually really helpful gauge. And so we're like, okay, we're investing most of our dollars here. How is our efficiency on that large investment? Elizabeth: And then you can sort of pinpoint like, oh, wow, I'm investing most of my ad spend into this product, to the point of like 5% of total brand sales, 13% of total ad spend investments. And wow, the ad spend investments are really unprofitable. Now, if you're in a launch phase, there might I mean there's context that you need to add to the numbers, to the point of like telling the story with data. And if you're managing the brand, you probably know the context. But at least it goes as okay. So here's two products we should dig into more. Here's two products we need to probably invest more of our ad spend on. And it really starts to clarify things when you really kind of understand how to see the picture in that way. Shivali Patel: To kind of follow up on that how do you really end up deciding which keywords to go after, as well as, maybe, how to really structure them into campaigns in accordance with your budget, because I know that's different for everyone? Elizabeth: Yes, it definitely is. We will always focus on relevancy first in the beginning. Now there are certain times if you're doing like a brand awareness play or you're like, wow, I've really targeted my market and I need to branch out, like what's the next hill? Absolutely go after categories, you know like, go after those brand awareness plays. But if you're in the beginning and you're in a launch, the nuance of Amazon advertising is you're not building, you don't build the audience. Amazon has built the audience for you. Elizabeth: All we're looking to do is use specific keywords or search terms to get in front of the audience that is already existing and that's where relevancy comes in. So you're saying where is my specific shopper? What are they using to search for products like mine? And I need to make sure I'm showing up there. So we're always going to prioritize that. That typically is going to get you better conversions, you know, better clicks, more interactions with your brand and which leads to more sales. And then also on the flip side, and if you're doing this on launch, it is a really good product sort of evaluation, because if you're showing up exactly in front of your target shoppers and your click rate is terrible and your conversion rate is terrible and like nobody's buying, there's probably a signal that maybe there's things to adjust with the listing or other factors that you should look into. Shivali Patel: Do you ever go into, like branch into, I guess, supplementary keywords where maybe it's not exactly for the product but it's maybe like a related product, and where do you really place those sort of ads? Elizabeth: Yeah, so when we'll do it is really dependent on the overall performance and the ads spend or profit goals, right? I mean, it seems so stupid, simple, but if you are advertising more, you're going to be spending more, and if you're struggling to bring down Total ACoS or ACoS again, ad spend divided by ad sales, the one thing you can control with ads is ad spend. So in those cases when we're looking to bring down Total ACoS, we're typically looking at pulling back on ad spend. So if a product or brand is in that phase, I'm not going to be like let's launch all these broad things and we're not quite sure how they're going to convert, right? So context is really key here, but when it comes to branching out, it really is dependent. Elizabeth: You will find certain products on launch where, like, for some reason, it's really difficult to convert on the highly relevant terms but, like adjacent markets or, to your point, like somewhat related keywords or related products, actually work really well. So we're always going to prioritize what's working. So if we're like finding all of these search terms that are popping up through, like, say, broad match or autos or something, wow, we weren't aware that this is actually a really great market for us. But it's very obvious, looking at the data, that's something that we should, that's a direction we should go in. Then obviously we'll push towards that direction. But depending on if we're going to like decide to branch out on our own, it probably is highly dependent on the ad spend and then also sort of the phase of the product, meaning like how we kind of conquered everything and what's our next play. Shivali Patel: And in terms of when you are launching, yes, we're going for the most relevant keywords, right, that are where you can find your target audience. But what about in terms of exact match, like yes, are you going directly into exact match and auto and broad all at the same time? Are you just kind of doing exact first and then branching into auto? Elizabeth: Yeah, so we do like exact first. I'm still a huge fan of like all the above, exact phrase and broad. The one thing that we have found is like within your exact match, you can just be more specific on what search pages you're spending your ad dollars on. So if you, especially if you have limited budgets in the beginning and you're like, hey, I really want to make sure that I hyper target these keywords, exact match makes a lot of sense. Now, if you're talking about you like branching out, we're still going to prioritize putting a higher bids on our exact match keyword. So we're still going to try and have most of. Elizabeth: Let me say this if you're going to be aggressively spending on a specific search page, you're like I've identified this keyword, this is my ranking keyword, I'm going to put a lot of budget behind it. Exact match all the way. Now I don't want anyone to say that clip and be like wow, she hates broad and freight. Like, no, I love all the above. Like we run autos, run multiple autos, category targeting, like all the above, do it. But if you're trying to get really aggressive with something, it's just it's the nature of how the match type works more than like it's quote best, because they don't really think it is. Shivali Patel: Now I do see that we have some new questions, so let me go ahead and pop them up. We have can you give a refresher on how people can do modifiers, since nowadays exact sometimes performs as phrase match and phrase sometimes is like broad. So if someone wants to make sure that an exact is that exact two word phrase is adding plus in the middle self that. Elizabeth: Yes, it does, but caveat, it only officially does in sponsor brand ads. If you look at the document, I mean I gotta go check it because they're like they keep updating the documentation on the slide and like not notifying us. But from my understanding and from the reps I've talked to, and also the search storm reports, I've seen modified broad match I don't believe a hundred percent works all the time in sponsored product ads, which is super annoying. So for those of you listening who are unaware of what a modified broad match is or modified search terms, modified broad match is a thing in sponsor brand ads. So the way that broad match keywords work in sponsored brand ads and they have sense care that over to sponsor product ads is that it cannot only target. You know we do classic broad match, right, you can put keywords in the middle, you can swap stuff around. But like if I had the keyword running shoe, right, both the word running and the word shoe must be present in the search term for your kind of traditional sponsor product broad match. It's not the case anymore. Elizabeth: You can target what's called related keywords. So for example, one would be like sneaker, right, it's kind of related to running shoe. And if you wanna say. I stuck a screenshot out on LinkedIn not that long ago and I was like, how is this relevant? Like one of them, it was like targeting like a bread knife and the search term that it triggered was like ballerina farm, go figure, I don't know, but like, so you can get like this really weird, funky stuff. So what we do to kind of combat that one, just keep up on your negatives these days, like, keep a sharp eye on your search and reports and add those negatives. Elizabeth: But the one thing that you can do is just sort of like to Bradley's point make each those individual words have to show up is if, in front of each of those words that you want to make sure are present in the search term, you can add a little plus symbol. So in the example of like, say running shoes, I would say plus shoes, plus what is our running whatever? Plus running, plus shoes, right, and then that would trigger to the algorithm. Okay, you have to use these things inside of your searches, which again is a factor in sponsored brand ads. If you look at the documentation, they do say that modified broad match is a thing and it's been a thing for a while. I just hasn't been super popular. But I haven't read documentation that they've rolled that over into sponsored product ads. I don't think it's a bad idea to get in the practice of using modified broad match and sponsored product ads though. Shivali Patel: Okay, thank you for answering that question. We also have another one that says I'm going to be launching a brand new store for FBA and Shopify for my own manufactured product. What will you suggest that I do for the first few months? Elizabeth: Well, I'm gonna assume that the question is saying, with ads because that's my area of expertise like new product launches, there's a lot. So definitely follow @HumanTank because they way more than just add advice to offer you. But as far as the advertising, I would prioritize keyword research for the product launches. That actually would be really helpful when you're trying to vet even the space for your particular products. And then I would again, I would hyper focus on relevancy in the beginning. I would run that in exact match, probably high bids. Elizabeth: In the beginning you're looking for two things. You're looking to get eyeballs on your product, ideally those eyeballs conferring to sales that is remain to be seen, based on how appealing your product is to the market and how good your search pages et cetera. But you want to get eyeballs in the product and then you want to use those eyeballs to sort of vet again how much these shoppers like your particular product for purchase. So that's what I do. I would focus on those again for like the first couple weeks is typically what we do, and then you might sort of branch out into phrase match run, auto campaigns et cetera. Now here's a trick is how many keywords you choose in the beginning to launch is actually going to be determined by your budgets. So I have seen so many sellers in the groups like they'll be like oh my gosh, I just launched and launched my ads and I'm spending like $1,000 a day and I can't afford it and I don't know what's going on. Again, it's simple, kind of seems like stupid logic but the more keywords you're advertising on, the more clicks you're gonna get, the more cost per clicks you're gonna pay, the higher ads spent. So you actually want to factor in what you're doing for your launch strategy with your budgets. Elizabeth: Like I just got off a client call and we're like all right, we have these new product launches. Yeah, it's a really competitive space. It's like skincare. We're not gonna have reviews in the beginning. You know what? In the beginning we're gonna keep ad budgets really lean and we have a really good brand recognition. We're just gonna leverage brand recognition because we know the conversion rates are gonna be there. It's gonna help us get the initial products. But we also are understanding that if that's the strategy we're running again a little bit more limited, just leveraging brand lower budgets we're not expecting the sales to be exponential in the beginning. So it's like setting expectations and then kind of understanding what makes sense for you at this stage. Shivali Patel: Okay, and, keeping that in mind, the review portion that you're mentioning, right, yeah, you end up like, let's say, for example I'm not sure if I'll pronounce it right, but in Sweat's example right, his question when he's launching, do you end up waiting for the reviews to file in before you are running those ads or do you end up just kind of going in? And of course, there's many moving components, yeah, there's a lot of moving parts. Elizabeth: It depends on what the brand's wants to do. Typically we will start running stuff out of the gate Again. We just kind of set expectations. The reason why ACoS is so high in the beginning is for two reasons. One, your conversion rate tends to be a little bit lower and then, two, your cost per clicks tend to be a little bit higher because you really are trying to get aggressive to be able to get that visibility on the product and then over time, ideally, conversion rates improve because you get more reviews and then cost per clicks hopefully go down as you optimize. So between those two things, that helps it get better. So we just set expectations with like hey, because conversion rates are low means it takes more clicks to convert, which means ACoS is gonna be a little bit higher and we expect potentially sales not to be still or out of the gate. Sometimes it'll be surprised. Sometimes you launch a product and you're like, wow, this is amazing, this thing just absolutely took off and I hope for all of you listening, that is the case for you and your new products, but it's not always the case. So it's really more setting expectations and then just deciding what makes sense for you. Shivali Patel: Why would someone create like a branded campaign If they've already have their standard stuff? Do you maybe want to talk a little bit about branded campaigns? Elizabeth: Yeah, there's two kinds of branded campaigns. One is considered branded, or maybe brand defense is what you might call it. One of them is you have a whole bunch of products. Which you might do is you would advertise your own products on your other listings. The goal of that is you'd be like, hey, if somebody is going to click off, they might as well click onto my own product. Again, it's called a defensive strategy because you're plugging people off and refer to it. It's like plugging the ad spots. My competition can't get this ad spot on my listing. The other thing that you might do is if you have any branded searches happening so people searching your brand on Amazon then what you can do is you can again advertise your own products. Elizabeth: There's a lot of debate out there. They're like, oh, if I already have people searching for my brand, why in the world would I be spending on it? Because they're going to convert for my brand anyways. Yeah, there's arguments to be made. The things that you can do is you actually track your share of search in using search query performance reports to look at your own branded traffic and be like am I losing out on sales through my branded traffic? That's something you can do if you want to be like, is it worth it for me to run? But the second thing and the one I was referring to when I was talking about that more specific launch that we're doing is if you have great brand recognition meaning there's a lot of people searching for your brand you've already built up a lot of traffic to your current listings and you have a new product that fits very well into that brand. Elizabeth: So example I just gave was we have a brand that has a skincare line. Right, they have their launching complimentary products. They have really good repeat purchase rates. What we can do is for people searching their brand, we can make sure that the new products are then advertised and show up high on their branded search, where they might show up lower before if we weren't leveraging ads for that. And then what happens is someone's typing in the brand like oh, wow, there's a new product from this brand. Awesome, and most likely not always, but of course you know you read the data, but most likely you're going to get people purchasing very similar. You know you can use ads to be able to get visibility again on your own products, but you're using your new offering. So that's kind of a way to like. If you have a good brand, share to be like. Hey, I got a new product. I want to try it out using ads. Shivali Patel: Got it, and I see Sasha has a question here, and it is what's the best way to research Amazon keywords for low competition products? And I'll go ahead and add as well what do you do in the case if, let's say, there is not necessarily a market, maybe it's a brand new product that doesn't end up having any sort of crossover? You're creating a sub niche. Elizabeth: Yes, those are the most difficult. The two most difficult products to advertise for are one to your point of like there really is no relevant traffic for it. Or two, when you only have one keyword that has any search volume and there's like nothing else besides one or two keywords, because every single one of your competitors knows those one or two keywords and there's really not anything else to choose from. So there's not really a way to like play a sophisticated game. You just got to like grin and bear it in those categories, which is like kind of painful sometimes. So reword I mean your keyword research is really going to be exactly the same as for any other product. You're going to be looking at your competitors, seeing what they rank you for. I mean, we use Helium 10, love Helium 10, just did a walkthrough of how we did keyword research using Helium 10. Like it's a really great tool. Elizabeth: The one different way that we have of generating your first keyword. We actually generate two keyword less in the beginning. So what we'll do is we'll use, say, like a commonly searched keyword. So a lot of times people will start with like all right, type in a commonly searched keyword and then like, look at the ranked competitors, choose them, you know, choose the relevant ones and then go through that. What we will do is we will take that first you know pretty general keyword that we're pretty sure is relevant to the products, and what we'll do is we'll type that into. Elizabeth: I'm going to get them mixed up. I'm going to say it's magnet, it's the keyword research tool, so you type it in and then you look at search, so you sort by search volume and what we'll do is we'll actually go down that first list and find what we call our highest search volume, most relevant keyword. So what you're looking for is the intersection between where you actually have good shop or search, and it is also relevant to your product, because the more hyper relevant you get to the product, typically speaking, not always the lower your search volume is going to be. On those keywords You're like all right, what's my top of the mountain? Because oftentimes people will be like, oh, metal cup, that's a great keyword, yes, but it's not highly relevant keyword. So you're looking for, like women's metal cup for running or something like is there a good search volume there? How can I like niche down a set? And then what we'll do is we'll take that search page for a highly relevant keyword and use that as our springboard to find our top competitors. Shivali Patel: So we do also have a question from David where he asks how would you use not sure what that's supposed to say for top competitive keywords when your product have multiple attributes such as gold diamond ring, gold solid hair ring and engagement rings should I run through, bro, on each? I'm assuming that's just supposed to be. How would you search for top competitive keywords? So? Yeah so I would, I would just look for. Elizabeth: I would look for whatever is the highest relevancy, highest search volume, one that's going to give it and you're going to have a lot of applicable keywords. So the walkthrough that I did I think it's just yesterday what we did is we were looking at baby blanket, and what we start doing with our final keyword list when we're looking again we're prioritizing relevancy is you will find what we call buckets of keywords, right. So when I was doing baby blanket, it was like girls receiving blanket, receiving blanket for boys, like some like okay, there's a bunch of girl keywords and their bunch of boy keywords and these are actually a little bit related to specific variations. You can start getting really sophisticated with it. But as you do that keyword research and as you're looking for that relevancy, you're probably going to find a lot of these buckets. So what we'll do on launch is we'll like take our group out and be like okay, so to your point, we have a bunch of diamond keywords. Elizabeth: Oh wait, I have a bunch of solitary keywords, right. So you can actually group those. I can take all my solitary ones and be like hmm, I wonder if the search term solitaire is. I wonder if people like my product in relation to that search. Okay, so let me take that out. Let me put those in their own campaign. I'll label the campaign like solitary keywords or something and then I would advertise the products there or engagement ranks, right, okay, maybe that's applicable to my products. Let me again pull those out and put them in a subgroup and a campaign. The reason why I like doing this is because then I can just scan campaign manager instead of having to like go in and like, look at a campaign with, like the solitaire keywords, engagement ring keywords, gold, diamond keywords. I can be like, oh, these are sub group in campaigns and then when I'm in campaign manager, I can simply look at how each of those three campaigns are performing and be like oh, wow, it seems like gold, diamond ring keywords actually perform best and you still want to analyze at a keyword level. But that makes it a little bit more scalable to like understand shop or search behavior in relation to your product. Shivali Patel: Now I see that David also would like to know about the filter for keyword sales filter, which it is essentially just telling you on average how many sales occur for that particular keyword every single month. So that's really what you're looking at there, but, Elizabeth, maybe you want to expand on whether that's something that you end up looking at when you're doing your keyword research for these different brands that you work with. Elizabeth: I don't really Everything honest. The two things that I look at actually probably three things is I would like to look at. We look at numbers to the count of competitors that are ranking again, because we're doing that whole like find, you know, do the first list to find the second keyword, to find the really really super specific products. So if you can find good super specific products, then you can kind of like use their ranking on the keywords. So actually I love that Helium 10 added in that column because it was one that a lot of us were like calculating. Elizabeth: When I'm like God, I don't have to do the formula, I just already filter for the list, so it's really awesome. So we'll download that list and then you know, we'll just see what's the highly relevant and the kind of cross check that with search volume you can use. I don't think it's a bad idea to use, you know, kind of like the sales volume, because sometimes what you'll find is that even though there's like a high search volume, if the keyword is sort of like a little bit broader keyword, you might actually not have as much sales volume through those keywords as you would think. So it's not a bad idea to analyze it at all. We just find if we're like again, we're super honed in on that relevancy factor, then we tend to come up with the ones that have better sales volume anyways. Shivali Patel: Okay, I think that's really, really insightful. We also have Sergio. Sergio, do you like to use the same keywords for each campaign in broad phrase, and exact campaigns? Elizabeth: I do. I would say the one sort of not qualifier would put on it, the one thing you should be aware of. I would recommend keeping the bids lower in the broad and the phrase match. I don't always agree with Amazon's recommendations, but if you listen to their recommendations on this, they actually recommend that you keep it lower. Shivali Patel: And Sasha has a question. If I was to start selling a product that has a monthly volume of 60,000 units a month, how should I position myself? Should I run out? Elizabeth: I would first want to know how the product performs. That's your first goal. You want to figure out what your average cost per click is and you want to figure out what your actual conversion rate is. Once you have those factors, you can actually start building production models and sales production models and stuff. Actually, it's not hard to build or not search. You want to search traffic production models based on oh, I want to hit $50,000 a month in products, this is my conversion rate. What you need is you need your conversion rates. You really need your conversion rates is the main one, and then you're going to need your cost per clicks in the ads to be like all right, this is what it's going to cost me. Right now, you're going off of nothing. I know I've said it about 20 different times on this live, but I'm going to say it again relevancy, focus on your exact target market, see what your numbers tell you, and then you can build up from there. Shivali Patel: I think that's a good plan, so hopefully that is helpful for you. Sasha, I see we have Sweat's leaving, but he has found the response was informative. Now I wanted to touch on something we talked about at the beginning of this call, which is Q4, right, we've been talking a little bit about auditing your strategy and some general PPC knowledge, but also what about, I'm sure a lot of you guys that are watching? If you're already selling, then you probably aren't full swing. Maybe you've already gone ahead and optimized your listings for Q4. But what happens if maybe somebody is just starting to be like oh no, I completely dropped the ball? Do you have? Hopefully, not Hopefully, none of you guys are in that position, but let's say something like that happens, sort of maybe if you have a take on what somebody can do to make sure that they're still able to tap in on Q4's potential. Elizabeth: Yeah, so we're assuming it's a brand new launch product and we have nothing. Shivali Patel: We can assume that they've been selling for a while, but they haven't changed anything for Q4. Elizabeth: Got it, got it, got it. Ok, no, that's fine. So I would say if you're already selling, most likely you probably have some ad structure. You're not in a bad spot. Ok, q4, right before Black Friday, December and Monday, we're not launching a whole bunch of test campaigns. Don't do it, because what happens is Black Friday, Cyber Mondays Really, what you're doing, you don't get same. Elizabeth: I know there's not really data available, but honestly, nobody's really looking at that. An inside campaign manager. You're not going to be able to say, oh OK, I got 20. My ACOS was so much better this last hour, so let me increase these budgets, right? What you have to do is you have to look back at historical data. So if you want to test anything, do it before this week is out. Get those campaigns up, get that data, because you're going to be completely flying blind If you launched a bunch of stuff a day before. You're completely flying blind on performance metrics and it's so easy because of how many clicks are happening on the platform to really lose your shirt. So I would say, if you're like oh my gosh, I don't have any specific campaign set up for Black Friday, so that's fine, you're actually in a really good spot. So what you want to do these weeks leading up to it you actually still have time you want to go into your account and you want to evaluate what is working now, what is crushing it right now, and then I'm going to make sure, as that traffic comes in, that those have good budgets. I have healthy bids on them. Elizabeth: To be honest, days of for the most part, unless we have a really specific keyword on a very specific brand, they're like we have to be aggressive when we must win top of search for this particular keyword. For the most part, we're adjusting budgets. Day of is our typical optimizations. So what we're doing prior to that is we're like all right, if we're going to be increasing budgets, we want to make sure that all of this is super solid. So you're doing two things. One, you're identifying all the stuff that really works and you're like all right, I need to make sure again, budgets are healthy, bids are healthy, all my optimizations are done. And then the second thing we're doing and this is also very important is what is all the stuff that's not working, meaning Clips with no Sales? Where are all my high costs, low sale keywords going on? Here's a good one. What are all my untested stuff, that I've just been increasing bids. So it's so easy. Elizabeth: If you're like normal optimizations, right, we're going to go in what has no impressions, increase the bids. We do this as well. It is not a bad practice. What often happens, especially if you don't have any caps so we have caps, we're like, all right, we're never going to increase past x amount of dollars or whatever If you don't have any caps. Sometimes what happens is you're like you can end up with like $10 bids. Elizabeth: So what I would recommend doing go into your targeting tab. I would filter for everything with zero orders, or you could just leave it totally blank, sort by the bid what has the highest bid in your account and you might look at it and be like holy crap, I had no idea that was in there. And what you want to do is what we call a bid reset. So you're just looking at all this stuff and you're like, hey, it's not getting any impressions. Anyways, it's not going to hurt me if I lower my bids, but then at least I know when that traffic hits all of a sudden that random keyword that didn't have any search volume, that I had like $10 bid on. It's not going to like pop off and waste all of my ad budgets. Elizabeth: There's another filter that is really helpful to identify the irrelevant stuff. I'm not saying pause all these things. I'm saying use this filter to bring to the top everything that you're like how the heck did that get in there? Because it's super easy. When we're looking in our search term reports we're like, oh, this converted once. Let me go test it Again. Great practice. What happens is sometimes you get these random things in the account so easy for it to happen. So what you do is you go again. Targeting tab is going to be your friend here. You're going to want to filter for anything that has what is it? Zero clicks, zero, maybe once, two clicks. Elizabeth: We're looking for impressions. It has probably at least 1,000 impressions on it and you want to filter the click-through rate by anything that is lower than maybe a 0.2 or 0.15. So this says it's got a lot of impressions, it's not really doing anything in terms of sales volume and it's got really bad click-through rates. And then sort that by either your click-through rates highest or lowest to highest, or you can maybe start by impressions, highest to lowest. So what you're trying to do is what it has a bunch of eyeballs that nobody cares about and what you're doing is that brings up. Elizabeth: So a lot of people saw it. Not. A lot of people clicked on it, which oftentimes means irrelevant stuff, and because it's only got a couple clicks, there's not a lot of data, so it hasn't moved into our optimization sequences. So again, it's just a once over of the account. The first time you do this you'll probably be like what the heck, why is that there? And then, if you find that great pause, it put low bids on it, just kind of. Again, we're doing clean up. If you don't find anything that doesn't make sense for you, conkudos to. You're doing really, really good targeting. But either way, it's a really good thing to give it a once over before again traffic hits and things kind of go crazy. Shivali Patel: Now we do also have your keyword sale filter. Says 89 with low search volume, and another keyword has 20 keyword sales but a higher search volume. Is there one that you would kind of opt for? I know you said you don't typically look at the keyword sales Filter. Elizabeth: Yeah. So the two things I would look for is one I'm gonna say again, relevancy. I believe in it so strongly, I'm gonna say it again. And then the other thing that you would look at is, you know, the Helium sandwich. Again, another thing that I appreciate that you guys have added to the download keyword reports is the Recommended bits. Now, again, you guys are pulling them direct from the API, like Amazon does provide the recommended bits. However, as we all know, like if you go in you launch campaign, you like add different products, the recommended bids change, so their benchmarks don't take them as gospel, but they are really helpful to again kind of help you identify how competitive a particular keyword is over the other. So, like a budget's were concerned, you're like, well, you know, this one has like 20 sale, like the sales volume is pretty good, but like, wow, that one's Really competitive. I got to pay two dollars cost per click versus the other one where I'm like, well, I only have to pay like 50 cents cost per click. That probably would play into my decision. Shivali Patel: Okay, all right, there's. I know I said to, but let's just do this last one and then we'll. We'll call it. And so how do you structure your top keyword campaigns versus your complementary keywords? I know we briefly touched on this earlier. Elizabeth: Yeah, so I will cash with. So I saying I'm not a huge fan of doing everything as a single keyword campaign. I think it's way too overkill. You end up getting way more confused than you do in sight From doing it like that. That being said, if we do, I definitely have like a top keyword. We are going to put that in a single keyword, exact, match, specific campaign. The sort of it depends Questions and answers that I always give is the more the higher amount of Control I need over where I'm going to be directing my ad spend, the less keywords I want to have. Then more important it is for me to gain impressions on this keyword. For, again, for my campaign strategy, the less keywords I'm going to have. So if it is a top keyword, if it's my main ranking keyword, if it's super, super important to me, single keyword campaign right, because that's I need to control ad spend. I need a lot of impressions on this and super, super important versus another keyword set, right. Maybe I don't really have it. So the other, very other end of the spectrum is going to be like a whole bunch of a Campaign that actually works really well. Elizabeth: For us is single word meaning, like you know, cup bowl dish In broad match low bits. Do not put high-pits on these. Even if you have great ACoS, don't put high bits. Not a good idea. But we'll run these all the time. But what happens is because we cap our bids at, say, I think it's from 25 cents, maybe 30 cents, maybe in 15 cents. We never intend to grow our bids past that, right. Elizabeth: So how is it important for me to control ad spend at the campaign level? Not really because I'm controlling it at my bid level, right. How important is it for me to gain impressions? Not really because I'm expecting half of these keywords to not get impressions whatever. So I would be fine with putting, you know, say, 50, 100 keywords in that campaign, right, because for me it makes no sense to create 10 different campaigns that I have to like keep an eye on, versus just one important like oh yeah, that's that strategy and that's kind of like my background thing, right. So I would look at it through that lens again. How important is it for me to control spend at the campaign level? And then, how important is it for me to gain Impressions on these particular keywords? The more infatily you answer yes to those two questions, the less keywords you should have in that campaign. The more you don't really care about those two things, or they don't really matter as much then I would be okay with a lot more keywords. Shivali Patel: Alright, well, wonderful. Thank you so much, Elizabeth, for your time and your information, your knowledge. We appreciate it. I know a lot of people learned quite a bit. Sasha says thank you. We have sweat who says you know he was also waiting on those other questions that you were answering. That was very informative, so we do appreciate it so much. And yeah, that is it for today. You guys will catch you on the next TACoS Tuesday. Thank you! Elizabeth: Awesome! Thanks, I appreciate it.
In dieser Woche haben wir eine Serie aus sechs Episoden gemeinsam mit Christian Otto Kelm, Vice President von Amalyze, für euch vorbereitet. In der heutigen, fünften Episode der Reihe, geht es ein letztes Mal um Amazon PPC. Insbesondere sprechen wir darüber, was Tools heute können müssen, was du in der Praxis beachten und welche Fehler du vermeiden solltest. Hier eine Übersicht, über alle Episoden der Serie: Part 1 - Amazon Masterclass mit Christian Otto Kelm: Amazon SEO - Suchverhalten, wichtige Daten & Produkttypen Part 2 - Amazon Masterclass mit Christian Otto Kelm: Text & Bilder - Grundlagen für überzeugendes, visuelles Marketing Part 3 - Amazon Masterclass mit Christian Otto Kelm: PPC Basics - Grundlagen & Sponsored Products (Der Werbe-Hammer) Part 4 - Amazon Masterclass mit Christian Otto Kelm: PPC Tiefgang - Grundlagen für Amazon SB & SD (Das Werbe-Skalpell) Part 5 - Amazon Masterclass mit Christian Otto Kelm: PPC in 2024 - Tools, vermeidbare Fehler und Tipps für die Praxis Part 6 - Amazon Masterclass mit Christian Otto Kelm: Portfolio erweitern - Zu neuen Ideen und Produkten dank Daten Hier geht's zu Christians LinkedIn: https://www.linkedin.com/in/christian-otto-kelm/ Ein Podcast von Dype GmbH www.dype.me firstname.lastname@example.org
Deals, Deals, & more Deals! Sean Stone of Stone's Goods sits down with Michael as they discuss 4 different approaches to maximize your Black Friday and Cyber Monday selling. They give advice on how to tailor each strategy, and help you find which would work best for your selling goals. This episode is a must see before the holiday season. We'll see you in The PPC Den!
We're back with another episode of the Weekly Buzz with Helium 10's Chief Brand Evangelist, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, interview someone you need to hear from and provide a training tip for the week. Snapchat users can now buy Amazon products without leaving the app https://edition.cnn.com/2023/11/15/tech/snapchat-users-shop-amazon-products/index.html Meta lets Amazon shoppers buy products on Facebook and Instagram without leaving the apps https://www.cnbc.com/2023/11/09/meta-lets-amazon-users-buy-on-facebook-instagram-without-leaving-apps.html How Shein and TikTok Shop are trying to shake the ‘Made in China' reputation https://restofworld.org/2023/china-shopping-shein-tiktok-shop-global-sellers/ 3 new shopping benefits Prime members get when using Amazon's Buy with Prime https://www.aboutamazon.com/news/retail/buy-with-prime-new-shopping-benefits-2023 Advertisers Are Investing in TikTok Shops Despite Mostly Tepid Results https://www.adweek.com/social-marketing/advertisers-are-investing-in-tiktok-shops-despite-mostly-tepid-results/ Walgreens Shifts eCommerce Fulfillment From Warehouses to Retail Stores https://www.pymnts.com/news/ecommerce/2023/walgreens-shifts-ecommerce-fulfillment-from-warehouses-to-retail-stores/ Join the Helium 10 Weekly Buzz newsletter on LinkedIn. We break down all the week's news in the Amazon, Walmart, and E-Commerce World, New Feature Alerts, and Training Tips! But that's not all, we're also diving into Amazon PPC and keyword research techniques. With new updates and features to Helium 10's Amazon PPC tool, Adtomic, we discuss how you can sharpen your spending strategy and optimize it. Our special training tip from Shivali will guide you on how to mine long-tail keywords from a root keyword or phrase to boost conversions. So, strap in and stay tuned for a session packed with valuable news, tips, and insights! In this episode of the Weekly Buzz by Helium 10, Bradley covers: 01:02 - Amazon & Snapchat 02:51 - Amazon & Instagram 05:10 - Shein Sellers Wanted 07:37 - Buy With Prime 10:02 - TikTok Shop 12:11 - Fulfilled by Walgreens 14:40- Manage Your Experiments 15:38 - Amazon Robots 16:41 - Weekly Buzz Newsletter 17:08 - Helium 10 New Feature Alerts 20:30 - ProTraining Tip: How To Find Long-Tail Keywords From Root Keywords ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Customers will soon be able to buy Amazon products without leaving the app Snapchat, Facebook and Instagram. Buy with Prime launches, more benefits for dot com sellers. There's now new kinds of split testing that you can do in manager experiments. These new stories and more on today's Weekly Buzz how cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that is the Helium 10 Weekly Buzz, where we give you a rundown on all the news stories that's going on in the Amazon and Walmart and e-commerce world. We also give you the new Helium 10 features of the week as well as a training tip of the week that'll give you serious strategies for serious sellers of any level in the e-commerce world. Let's see what's buzzing. We've got tons and tons of really exciting news stories today. sometimes it's a little bit dull out there. You're trying to scrape the bottom of the barrel. Sometimes it seems that I'm trying to like find news stories, but this week we got a few bangers out there, so let's go ahead and hop right into it Bradley Sutton: Now. The first story is actually from CNN and this is entitled. Snapchat users can now buy Amazon products without leaving the app. Now, this I thought was an interesting story. It's going to be followed up by another story that was actually announced last week, but according to CNN here it says Amazon will now run shopping ads for select products on popular photo messaging apps, snapchat, and Amazon spokesperson confirmed to CNN Now. This spokesperson said that for the first time, customers will be able to shop Amazon Snapchat ads and check out with Amazon without leaving the app. All right, so. So that means like a lot of these social media apps, the last thing that they want you to do is leave the app. So there's been a lot of reluctant sometimes for links that just take them out, because what are these social media apps want? They just want you to just stay. Stay in the app, right like you see the moves that TikTok shop is making, they don't want you to have to go to Amazon, they want you to just buy right there in TikTok shop. like a lot of these apps make it difficult to go outside of the social media app because they just want you consuming the content there and consuming the ads, et cetera. So this is actually interesting. On Snapchat, you don't even have to leave the app to purchase Amazon products anymore. Now it says in app, shopping with Amazon is available for select products advertise on Snapchat and sold by Amazon or by independent sellers in Amazon store. So this is not just like a shipped and sold by Amazon. This, these are products that are you, you sellers out there are going to be able to sell. Now the bottom of this article says this Snapchat news comes on the heels of a similar Amazon initiative announced with Meta's Facebook and Instagram platforms last week. Bradley Sutton: So that's actually our second news article of the day, and it's by CNBC, and this was from last week, in case you missed it out. There this was entitled meta lets Amazon shoppers buy products on Facebook and Instagram again, what's the key? Without leaving the apps, all right. So meta debuted this feature that lets users connect their Facebook and Instagram accounts to Amazon so they can more easily buy goods, promote them their feeds. Now it wasn't clear. If Snapchat is doing the same thing, I mean you'd almost have to. If you're not leaving Snapchat, that means that your Amazon account must be linked inside of Snapchat in a way. Now, this is just like super, super interesting to me because TikTok shop, as we know, has been making all of the waves lately and and this could be like Amazon answer to social commerce, as it's called, and like hey, maybe they see, like hey, this is the future. people are browsing social media and you want to kind of capture them while they're browsing, and at the same time, make these apps happy by not taking them to the Amazon app. Bradley Sutton: Now, the Amazon spokesperson said to CNBC said customers in the U? S will see real time pricing, prime eligibility, delivery estimates and product details on select Amazon products ads in Facebook and Instagram as part of the new experience. So it's not just oh, there's going to be like a little button over here where it says, yeah, go ahead and buy with prime or buy this on Amazon. It sounds like like the buy box experience almost on Amazon where you can see all these details about when it's Going to get there. So, like this, this is, I don't know, I don't want to say like as flown under the radar a little bit. this is already like a week old. I'm reaching out to a lot of my contacts at Amazon to try and get some more details on what this is gonna entail, but I think this could be depending on how it's rolled out could be huge for third-party sellers to be able to advertise Directly on some apps and, especially, depending on the kind of flexibility we're gonna get for targeting so it could be something super, super cool and, again, like just more and more opportunity for e-commerce sellers out there now with this kind of like new Thing of social commerce. be it tick tock shop, be it snapchat, now Instagram, Facebook Really exciting times to be an e-commerce seller. Bradley Sutton: Speaking of e-commerce sellers, the next article is from restofworld.org and it's entitled how Shein and tick tock shop are trying to shake the maid in China Reputation alright, so it's talking about how these platforms are looking for global sellers and it gives a couple of examples. Like it talked about somebody who was in Latin America who was selling on the platform there that we all know, is one of the top ones in Latin America, which is mecca libre, and she was, she was doing, like $15,000 of revenue and she actually said that. like, when I first started considering Amazon, the process was confusing. There's too many documents required. The process to become a seller was very long, she said. But then this year in January Shein I hope I'm pronouncing that right, I don't even know Shein, but anyways Shein Contacted her and I was like, hey, would you like to sell on our platform? And there was actually Mexico based advisors that she could reach out to and they helped her set up the account, so that what she had said was difficult on Amazon, wasn't on Shein, and she's already sold $16,000 worth of goods on Shein's marketplace since it launched in Mexico this this past June and it's already surpassed Her medical Libre sales that she's been selling on for years now. Bradley Sutton: in the past for those who don't know much and including myself, I don't really know much about Shein never bought one thing on it, but Before it was almost all like. China, Chinese sellers on there and made in China products, but then last year they opened up distribution facilities in Poland, us and Canada this this article says and it's also opened up factories in Brazil and Turkey and also one coming in India. Now this article says, they're trying to compete with Amazon and that's why they're trying to build their fulfillment network and also open up to international third-party sellers. Now go ahead and check a link in the description, for the rest of this article is actually a super long article, but interesting. I really don't think she is like a big threat or anything to Amazon. I'm I think the reputation of the products and service is kind of low right now. But it's something to look out for and I'm curious. Shein reached out to this seller To sell on Amazon. What about any of you guys watching this? Have any of you been reached out to by Shein and Temu and TikTok shop to sell on the platform? Let me know in the comments below. Bradley Sutton: Next article is a press release from Amazon and it's entitled three new shopping benefits prime members get when using Amazons buy with prime. So buy with prime, was announced earlier. We actually talked about it on the show where you can take like the Amazon Prime experience and kind of put it on Dotcom websites. All right, so until now you could see, like reviews and things and things like that. You can have the buying, literally buying with prime, right, you get the same day or one day or two day delivery. But now Amazon is announcing three more updates to this program. Bradley Sutton: This article says that this holiday season, prime member benefits now will include 24 seven customer service through a live chat feature. Again, this is for buy with prime obviously this has always existed for just regular Amazon. But now if somebody's shopping on a Shopify website and that Shopify sellers using buy with prime, these are the benefits that the customer is going to be able to get. So, again, 24 seven chat, live chat for customer service. Another main benefit is that you're gonna be able to see all of your orders in one place. So let's say, today I buy something from my Amazon app right. Tomorrow I buy something from the Amazon website. Day after tomorrow I go to dot a dot com website that's using Buy with Prime. I buy something there, I can go in my Amazon app and I'm going to see all of those orders in the same place. So that's something that's new that you know. Now is another benefit again, 24 seven live Support. you can see here in the screenshot what that is going to look like. Bradley Sutton: And then the returns. Amazon's already kind of pretty easy to have returns, but now by with prime can go through the same return process Even though they're buying from a dot com website. Now it says customers are gonna be able to choose from an expanded number of convenient drop-off locations at UPS stores, whole food markets or Amazon fresh stores, without boxing up or labeling Items. All they have to do is show a QR code and hand over the item being returned. All right, remember this is something bought from a dot com website. And now by with prime, members are gonna get all these kind of like regular Amazon prime Benefits. I'm just curious how about you guys out there Anybody start by with prime? Does any of what I just mentioned here make you more inclined to perhaps do buy with prime? If you've got a dot com website, let me know in the comments below. Bradley Sutton: Next article is from ad week calm and it's entitled Advertisers are investing in tick-tock shops despite mostly tepid results. And this is interesting to me because the title says, oh, mostly tepid results. But then the article goes on to just like give example after example of people, kind of like crush it on the platform. So the article to me didn't really match the, the, the headline here. But it says hey, there's mostly lackluster results in tick-tock shop. It says like, that's not what I'm that's not what I'm hearing. But then in the next paragraph it says hey, cosmetics brand beat BK beauty Join tick-tock shop. When it opened up three months ago, barely ab, barely spent anything on advertising and since joining the company has more than doubled revenue. Don't you see how, like why I'm confused with all this negative talk. Like in the title, in the first paragraph. The next Paragraph says oh yeah, somebody has spent digital, a single digits advertising and now they've doubled their revenue. Bradley Sutton: The article talks about how the platform is offering incentives such as ad credits, customer coupons, they're covering fulfillment charges, offering tons of promotions to gear up for Black Friday. I've talked about how helium-ton elite members like Elizabeth have been really absolutely just crushing it on that platform. In this article another story they give they say hey, mental health focus journal company, Zenful note, has generated 45%, pretty much half of their sales from tick-tock shop in just two months. So again, I don't know why they're kind of dissuading people from TikTok shop but at the same time talking about how people are just crushing it on there. But it's going to be interesting to see how this work. how this goes because, like I, really have high hopes for TikTok shop. It seems like they're doing the right things and it's not just taking like a whole bunch of random products from manufacturers in China that they're shipping snail mail. that takes three day or three days, so three weeks or something to deliver, like Shein or Temu. I mean, this is just like regular, kind of like Amazon level of product. So I really think that's next year that is going to be the platform that a lot of sellers are going to want to expand to. Bradley Sutton: Next article is from payments.com and this is entitled Walgreens Shifts Ecommerce Fulfillment from Warehouses to Retail Stores, and it talks about how they're, instead of fulfilling their dot com orders from their Walgreens warehouses, they're trying to do it at its 8,700 stores. They had this quote that says 78% of Americans live within five miles of a Walgreens. How about you guys listening out there? You probably have a Walgreens pretty, pretty close to you, but 78% are near there. So this maybe doesn't necessarily affect third party sellers too much, because this is. Walgreens mainly sells a lot of their own products. Bradley Sutton: But this is what I've always tried to talk to you guys, especially when I talk about Walmart and other places. We think too much only about selling online. If you can get and brick and mortar, it can be very lucrative. I've talked about when I worked at another company and they would sell in Walmart the kind of PO's that would cross my desk where one PO was like way more than what our entire year of Amazon sales were and we were in seven figures of Amazon sales and that would be like one PO from Walmart's because of how many Walmarts there are. We had accounts at that same company. I worked at Walgreens and it was still a big business and you don't have to worry about. a lot of advertising and customer service and all this stuff. Bradley Sutton: So like, when you are building your brand, absolutely start on Amazon, start on TikTok shop, but be thinking bigger picture, like, like, really create a brand and great packaging and things like that. Because now, if you start crushing on Amazon, you're going to get on the radar of buyers and at some of these places potentially, and maybe you can get your product in a Walgreens or a Walmart. And then this kind of move that Walgreens is doing is like pretty cool. Like imagine if you were making some kind of supplement, right, and you got it into Walgreens, brick and mortar. Now your online sales for Walmart, or Walgreens.com would also be pretty high because the fulfillment process potentially could have even same day delivery. Walgreens is saying that they're going to use, like Uber, eats and DoorDash drivers to deliver their stuff. But anyways, just something to keep in mind, guys, don't just confine yourself to thinking that you're only going to sell on online marketplaces. Getting into brick and mortar can be very lucrative. Bradley Sutton: The next article is not really an article at all, but it's something that is in your manager experiments dashboard. So if you go to manager experiments, that's Amazon's kind of like split testing tool. It's always been free on live listings and you've been able to do stuff like test your, your main image and things like that, but now you can actually start testing your A plus brand story and also you can do simultaneous experiments to where you, where you test two separate things, all right. So this is something newish that maybe some of you didn't know about is available. I still recommend Always doing your split testing and audience kind of like polling before you even have your listing. You can do that with Helium 10 Audience. It's just right there in your Helium 10, dashboard. It's also available. it's made by a PickFu and I've been using that for six years now and that's like a game changer. But if you didn't do it before you launch and you're having trouble, absolutely you can use manager experiments on your live listing. Bradley Sutton: Last article of the day is just kind of a funny one I wanted to throw in here because it kind of has to do with Amazon. But it's kind of crazy what we're going to. And this is CNBC and it says Amazon's Astro Robot is now a roving security guard for business. I mean, guys, we are literally going into the Terminator world. Amazon is selling this robot for $2,300 and it's for businesses and it's like a security guard. it's on wheels but it like roams your store during the day, make sure people are not stealing it roams it. During the night, when you, when you leave your place of business. But amazon is more than just a marketplace. They're like at the forefront of a lot of different technologies. And now there's robot security guards. Guys, in 2023, 2024, what is this world coming to? Ai robots, what is next? All right, that's it for the news this week. Bradley Sutton: One thing I wanted you guys to know about was if you like to get the news and maybe you're not always about watching a video, you just want to watch it or read about the news. I have a brand new newsletter that covers in depth A lot of these news articles. We're talking about a lot of the things that we discuss in this show. So if you would like that, just email to you from LinkedIn and you have LinkedIn super easy, one click to subscribe to it completely free. Go to h10.me forward slash newsletter. H10.me forward slash newsletter takes your LinkedIn website and then just hit subscribe and you'll get notified every time if there's a new article. Bradley Sutton: All right, now let's get into the New Helium 10 Feature Alerts of the week. every week, Helium 10 has is releasing new tools, new filters, new features, new functionality that you guys have been asking for, and so here's a rundown of what is cooking for this week, the first one that I'm going to talk about actually, all of these are an Adtomic, our PPC management tool, and the first one is about day parting. All right, so in the past, you could select certain campaigns and then in helium, you can look at the data that Helium 10 provides and see that, wow, my, my, a cost is like infinity. It's like terrible Saturdays from 7am to 9am. So what I'm going to pause my campaign every Saturday at that time so I can save some money, right, but that's just kind of like partially. Bradley Sutton: Why people like day parting. a lot of people might want to increase their bid. Like maybe on Sunday mornings a cost is like 6% on a certain campaign or a group of campaigns. Well you might want to increase your, your, your bid at that time. Other times, maybe you don't want to pause the whole campaign, but maybe you want to decrease your bids. Well, now you're going to be able to do that if you go to your day parting schedules section and you go to the bottom here where you can create the rules. You can just select which day you want to choose the time period that you're wanting to do. Like, let's say, I pick Mondays from 3am to 7am and now I can do increase bid, I can decrease the bid or pause the campaign, and I can do this at the campaign level or at the portfolio level or even at the product level. So, super cool update from Adtomic. That way really allows you to kind of like laser focus your spend and optimize it based on the previous performance, but on time of day and day of the week. Bradley Sutton: Now, another quick filter that is new in Adtomic. we have our AI bidding suggestions and that's like based on the algorithms that you, that you choose. I'm going to talk about a New update to the algorithms too, but like, for example, I've got a whole bunch of AI suggestions here about how, what I need to do to my targets as far as on the bidding in order to reach my goal, right, and so we have a couple new filters where I maybe I just want to see hey, show me all of the suggestions, the AI suggestions, where it's asking me to increase the bid or decrease the bid All right. So that's a new filter that you're now going to be able to see on your suggestions page. The last update or feature alert for the day is the ability now, on auto campaigns, to choose a bid rule. All right. So a bid rule is kind of like. Bradley Sutton: maybe you're trying to hit a certain kind of target ACoS. Maybe you want to use our algorithm that maximizes the number of impressions. Maybe you want to maximize the number of orders. Maybe you want to use one of your custom bid algorithms, all right. So before for auto campaigns, you weren't able to set these, but now for the auto campaigns, you can go ahead and choose one of our algorithms or one of your own and go ahead and activate it right there. So I highly suggest everybody go ahead and do that if you're using Adtomic. Last up, we've got Shivali here for our training tip of the week and it has to do with a keyword research technique, a very, very simple way that, within seconds, you can get tons of keyword ideas based on you entering a keyword into our tool, Magnet, Shivali. Take it away. Shivali: How to find long tail keywords from a root keyword or phrase. Why is this important and how can you use it to make money? Well, as an Amazon FBA seller, of course you're interested in ranking on the top half of page one for your main keywords as well as your supplementary keywords. But how exactly can you lead to even more conversions? Well, of course you want to get in front of a audience that is ready to purchase, and the best way to identify that is by taking a look at your long tail keywords. What exactly do I mean by that? Well, these are those keywords that have maybe two, three, four, five additional words in the actual search term. And by taking a look at those search terms, right, you're starting to take a look at those people who are ready to purchase their warmer leads. They know what they're looking for, and that means that they are ready to buy so long as you can convey exactly what it is that you are selling and it matches what they have on their mind. Shivali: So let's go ahead and take a look at Magnet. I'm going to show you a filter you can use, and that is simply this word count filter right here inside of Magnet, that you can use to input a minimum or maximum and narrow down your search results. So I went ahead and inputted coffin shelf as our main seed keyword and clicked get keywords. We were outputted 3,204 filtered keywords in results. And then I want to narrow that down further by finding those really excited consumers. I'm going to go in and input in a minimum of four, I'm going to click apply and, as you can see, it immediately narrowed that down to 792 filtered keywords compared to the 3000 plus we had before. Now, of course, not all of these are going to be relevant. I'm already seeing that instead of the coffin shelf, we're now taking a look at Vampire Diaries makeup. That's not really relevant at all. So let's go ahead and combine this with the phrases containing filter and I can input in coffin, click apply filters and you'll see that automatically narrows me down even further to 157 filtered keywords. Shivali: Now this was a very, very fast way for you to go from 3000 filtered keywords into 157 and find keyword phrases where people are looking for something very specific. Of course, if I were a consumer and I were typing in bookshelf, that's going to be a significantly different feel and probably browsing for different styles of bookshelves, compared to somebody that's typing in coffin shaped bookshelf or coffin shelf or coffin bookshelf large six feet tall. So this is a very precise market and of course I'll still want to go in and open each one of these up and see whether or not the search term is relevant to our product. But of course this is really easy to also remove if I realize that that's not a phrase I want to maintain as part of my listing later on. Shivali: So, as you can see, this is a really easy way for you to find those really strong buyer intent keywords or key phrases that you are looking for. That can help you boost your conversions really fast. Of course you want to be ranking for those keywords and you want to drive traffic and all of that's great, but you also want to convert and so when you're using those longer tail keywords, you can get in front of audiences that are looking for something specific and that allows you to make that conversion a little bit easier. So that barrier to entry to actually get them to purchase is so much better when you are using words that are a little bit longer in length. So with this, I hope you go into Magnet, you implement, you take a look at those long tail keywords and you find success. I will catch you in the next video. Bradley Sutton: Thank you very much, Shivali, for that. I really recommend, if you guys haven't done it recently, even if you've already been selling for a while, go ahead and put some of your main keywords, especially if it's a not a long tail keyword. Put that into Magnet and just see what comes up. hit the smart complete button, for once you have the keywords that come up. After you put your main keyword in there and see how many keywords come up, and I bet you, I guarantee you, there's going to be keywords that are completely related to your main keyword because it's your main keyword is literally a part of those keywords that you possibly didn't even know had search for him. So that's just like a cool little homework assignment for you guys. All right, thanks everybody for joining us this week. We'll see you next week to see what's buzzing.
In dieser Woche haben wir eine Serie aus sechs Episoden gemeinsam mit Christian Otto Kelm, Vice President von Amalyze, für euch vorbereitet. In der heutigen, dritten Episode der Reihe, geht es um Amazon PPC Basics. Insbesondere sprechen wir über Sponsored Products Kampagnen, den "Werbehammer" wie Christian so schön zu sagen pflegt. In der Episode erfährst du kurz und knapp, was du zum Start mit Amazon PPC wissen musst. Hier eine Übersicht, über alle Episoden der Serie: Part 1 - Amazon Masterclass mit Christian Otto Kelm: Amazon SEO - Suchverhalten, wichtige Daten & Produkttypen Part 2 - Amazon Masterclass mit Christian Otto Kelm: Text & Bilder - Grundlagen für überzeugendes, visuelles Marketing Part 3 - Amazon Masterclass mit Christian Otto Kelm: PPC Basics - Grundlagen & Sponsored Products (Der Werbe-Hammer) Part 4 - Amazon Masterclass mit Christian Otto Kelm: PPC Tiefgang - Grundlagen für Amazon SB & SD (Das Werbe-Skalpell) Part 5 - Amazon Masterclass mit Christian Otto Kelm: PPC in 2024 - Tools, vermeidbare Fehler und Tipps für die Praxis Part 6 - Amazon Masterclass mit Christian Otto Kelm: Portfolio erweitern - Zu neuen Ideen und Produkten dank Daten Hier geht's zu Christians LinkedIn: https://www.linkedin.com/in/christian-otto-kelm/ Ein Podcast von Dype GmbH www.dype.me email@example.com
Mike speaks to PPC Expert Lucas Kwiatkowski from Nomadz about the things you need to do to improve your Amazon PPC, where you can find long tail keywords, and how to lower your ACoS. Over the past 6 months, I've been diving back into the weeds of the business. So far, one of the biggest "weeds" would be optimizing my PPC spend and overhauling it to be as efficient as possible, without costing me a fortune. And so, the research started. One of the biggest resources that I've learned from is Nomadz, and their Youtube Channel. To pay it forward, I've asked Lucas Kwiatkowski to come on the podcast and talk about everything you need to do for Amazon PPC in 2024 and beyond. If you'd like to skip ahead to the juicy parts, here's some timestamps: Introduction - 0:00 How Nomadz Got Started - 1:40 Improving Your Account - 3:35 "How long until you see results from your ad campaigns?" - 6:47 Best Keyword Quantity - 9:44 Adjusting for Top of Search in Q4 - 10:05 12:40 - 14:30 shorts How to Use the Peel, Stick and Block Strategy - 16:46 Dealing with Too Many Keywords - 18:45 21:27 - 22:20 shorts 23:38 - 24:08 campaign score shorts Where to Get Long Tail Keywords - 24:25 Organic vs. PPC - 26:45 Video Ads - 29:23 PPC Training with Nomadz - 31:50 Lucas, thank you again for coming on the podcast to talk about all things PPC. We've definitely given the audience more than enough tips to learn about how to optimize their PPC strategies. If you're interested in Lucas and Nomadz, check out Nomadz. As always, if you have any questions or anything that you need help with, reach out to us at firstname.lastname@example.org if you're interested. Don't forget to leave us a review on iTunes if you enjoy our content. If you have any questions, send us an email at email@example.com. We'd love to help you in any way we can. Until next time, happy selling!
AMC is a cloud-based database that gathers signals from all over Amazon to provide insights into customer behavior. It still requires technical expertise like SQL to maximize its potential. Since the last episode, AMC has expanded the data it provides beyond just sponsored ads. It now includes things like TV streaming ads, Alexa ads, etc. AMC makes it easier to analyze the customer purchasing journey across multiple touchpoints. Often purchases take 7-8 days and involve multiple ad exposures rather than a direct path. You can use AMC to build targeted audiences in DSP, like people who searched related terms but didn't convert or added to wishlist. Look at gateway products that lead to further purchases and maximize exposure. See which products have the highest overlap/cross-sell. Appoint someone in your team or agency to become the AMC expert through certifications and training. Queries take practice but it's accessible. Get AMC set up ASAP to start gathering historical data, even if you don't use it right away. The instance backfills 13 months of data. New-to-brand data is only available in AMC for sponsored product ads. See which keywords drive incremental sales. Other Notes: Brent recommends getting started with AMC if you spend $10k+ per month on Amazon sponsored ads. It's free to use. Some of Brent's favorite uses are analyzing customer journey, frequency of ad exposure, gateway products, and CLTV. Brent offers Amazon PPC services through his agency Pathfinder. Reach out to him at brant.bike or amcpathfinder.com. Podcast Details: Show: Seller Sessions Episode: AMC 1 Year Later - Tips and Strategies for 2022 Host: Danny McMillan Guest: Brent Zahradnik, Amazon PPC Expert
New Dashboard Alert! Mansour Norouzi from Incrementum Digital sits down with Michael to discuss and analyze the benefits of Amazon's new Customer Loyalty Dashboard. They break down the different data reports included in the dashboard, and explain how this new information can help you and your Amazon PPC Campaign. We'll see you in The PPC Den!
The episode titled "How to Structure Your Advertising to Drive Consistent and Predictable Results" is a must before this episode.Dive deep into the world of Amazon PPC ads with Sean Stone, a seasoned digital marketing pro and founder of Stone's Goods. Join us as Sean unravels the intricacies of Search Query Performance, offering valuable insights on relevance checks, strategic decision-making, and harnessing conversion rates for impactful results. From crafting killer campaigns to riding waves on his surfboard, Sean's passion for technology and human behavior adds a unique perspective. Don't miss this exploration of Amazon advertising's nuances. Subscribe for a masterclass in PPC ads and elevate your brand's presence on Amazon.Takeaways :Importance of Data Analysis: Sean emphasizes the significance of analyzing data to make informed decisions about where to allocate resources and advertising spend on Amazon.Relevance Check: For existing listings, Sean suggests analyzing high click-through rate (CTR) search terms with at least one purchase to ensure relevance and effectiveness.Strategic Thinking: Sellers should strategically consider alternative keywords and opportunities by exploring high-volume search terms that may not have been initially perceived as relevant to their product.Search Query Performance Conversion Rate: Calculating the conversion rate by dividing purchases by clicks helps evaluate the effectiveness of keywords in driving actual sales. This metric is crucial for determining the true conversion impact of keywords.Competitor Analysis: Sean introduces a method to estimate competitors' conversion rates by leveraging the Amazon top search terms report. This involves multiplying competitors' click and conversion shares to understand how well competitors are performing on specific keywords.Use of Proprietary Software: While manual analysis in Excel is an option, Sean mentions the use of proprietary software to streamline and automate the data analysis process, making it more efficient for agencies.Quote of the Show:Build success on a solid foundation. Organize campaigns into product portfolios, focusing on the winners. It's simple, not groundbreaking, but brilliantly effective. Links :Email: firstname.lastname@example.orgWebsite: www.Stonesgoods.comLinkedIn: https://www.linkedin.com/in/sean-stone/Want To Level Up Your Business? Register With Our SponsorsViably is the complete financial solution to help e-commerce business owners extend their cash flow through funding. Viably's revenue-based funding programs are designed to provide online sellers with the funding they need to achieve their business goals. Whether you need to increase your inventory or ramp up your marketing efforts, Viably can help you access the capital you need to succeed.Claim your extra $1,500 when you qualify for $25,000 or more in funding. Go to www.runviably.com/legends and start your application today.
My real TACoS revealed. 4 high-level strategies for Amazon PPC 2024. Episode recap: - My TACoS - Total Advertising Cost of Sales - What is my average TACoS in 2023 so far? - Amazon PPC ACoS, TACoS explained - 4 Strategies for Amazon PPC 2023, 2024 - Why do we have to do Amazon listing optimisation? - My soon-to-be-launched Amazon FBA book Watch the episode on Youtube @ngoctruongfba, AmazonFBA with Ngoc Truong.
Dr. Travis Zigler is a recovering optometrist turned ecommerce entrepreneur. He is the founder of Eye Love, whose mission is to heal 1,000,000 dry eye sufferers naturally. Dr. Travis and his wife, Dr. Jenna Zigler, use the profits from Eye Love to fund free clinics in Jamaica and the US through their charity, the Eye Love Cares Foundation.Due to the success of Eye Love, others have asked if Dr. Travis would help them grow their business online, and more specifically with Amazon, which is one of his superpowers. Through his new venture Profitable Pineapple, which specializes in Amazon PPC, Dr. Travis and his team help businesses scale their Amazon sales and help increase brand clout.On this episode, Travis and I talk about his journey from optometry to eCommerce, different ways that entrepreneurs can grow their audience, his key secrets to selling on Amazon and scaling to success, and much more.
n this Prime Talk Podcast Sponsored by Getida – Vince Montero - Brand Evangelist and Consultant at Trivium Group - talks about understanding Amazon PPC, and also more information about his life's journey. Getida YouTube Channel Subscribe: http://bit.ly/GETIDA-YouTube-Subscribe About Vince Montero of Trivium Group - https://triviumco.com/ Your partial in-house advertising team for Amazon. Profitably scaling ads and creating winning strategies on Amazon through strong systems, a sharp team, and no AI. Just consistent, hard work. Getida: https://getida.com/ Please subscribe to our channel and share your thoughts and comments below.
Live and in person, Joshua Rawe of eSpark joins Michael in a podcast studio for this episode. They discuss a multitude of topics, including the newly released brand tailored promotions. They give you tips on how to best use these brand tailored promotions to your advantage. We'll see you in The PPC Den!
Unlock the secret to a successful Amazon launch strategy in our latest episode, where we discuss the fundamental aspects of the Maldives Honeymoon launch and Bali Blast pre-launch strategies, including keyword research, test listings, PPC campaign setup, and much more. We promise to equip you with an arsenal of tips, tricks, and strategies to help your product launch be successful. We'll kick off with the importance of sending relevant signals to Amazon, particularly when exploring a new niche - a component many entrepreneurs often overlook. Shifting gears, we'll discuss how the Amazon Recommended Rank can be your secret weapon in product visibility. We'll walk you through optimizing your test listings, and share real examples of how to enhance your titles and send targeted traffic to specific keywords. We're also sharing how this strategy works in the Amazon Germany marketplace and all other Amazon marketplaces in the world, providing you with a comprehensive understanding of different markets and how the strategy adapts accordingly. Lastly, we'll dive deep into the world of Amazon PPC campaigns, bid modifiers, keyword tracking, and the power of product bundling. And if you're confused by Amazon fees or finding a reliable 3PL - we've got you covered. We'll explore fee structures, pricing strategies, and 3PL selection to ensure you're set up for success. Plus, we'll answer all your burning questions in our monthly Q&A session. So buckle up for a jam-packed episode filled with actionable insights, personal anecdotes, and real-world examples designed to elevate your Amazon selling journey! In episode 505 of the Serious Sellers Podcast, Bradley talks about: 03:32 - Amazon Launch Strategy 08:04 - Understanding Amazon Recommended Keywords 11:29 - Maximizing Amazon Impressions 13:03 - Utilizing Test Listings for Product Launches 16:37 - Launching and Ranking Products in Amazon Germany 25:59 - Surviving and Thriving Amidst Price Wars 28:31 - Launching a Product and 3PL Recommendations 31:25 - Launching Product at the Right Time 34:19 - How To Get Monthly Q&A for Serious Sellers Club Members ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Today we've got a recap strategy session on Amazon launches and we answer all of your questions live, such as how to do keyword research on combo product listings, how to set up PPC campaigns and more. How cool is that? Pretty cool, I think. Are you looking to learn how to sell on Amazon? The freedom to get course, made by Kevin King, is one of the most popular courses ever created for Amazon sellers. It's got over 90 modules and 40 hours of detailed, step-by-step training to help get you started on your entrepreneurial journey. Now this course costs $997, but Helium 10 actually covers that cost of the course for any Helium 10 member. Find out why tens of thousands of students love this program by going to h10.me forward slash freedom ticket. Don't forget that if you do sign up for a Helium 10 account, don't pay full price. Use our podcast discount code SSP10 to save 10% off for life. Bradley Sutton: Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is a show that is our monthly ask me anything and presentation. So once a month we open this up to all of our Facebook groups and our YouTube channel etc. To open up to any questions that you guys might have for me about Helium 10 and a lot of the functions, but we always start out with like a mini training session as well. Now we actually have this every week in our Serious Sellers Club. So for our serious sellers club, which are automatically enrolled in, if you've been selling on Amazon for over a year and do at least $500,000 a year of revenue, you're in our serious sellers club. This is something we give to them, as well as our Helium 10 elite members, every week, but once a month we open it up to everybody. So that's what we're doing today. We want to make sure that you guys just get a little taste of what happens behind the scenes here. But anyways, what we're going to be I want to present on while you guys are getting your questions ready and putting them in the chat. Bradley Sutton: Is Amazon Launch Strategy, all right. So we just had episode 500 come out where we talk about a recap of the Maldives Honeymoon Launch Strategy, which that goes way, way more into detail on that. So you should definitely go to that episode 500 for a recap. And then another one that I want you guys to look at is what we call the Bolly Blast Strategy. That's like your prelaunch strategy. We just make up funny names for for stuff because it's easier to remember. But go back to episode 466 and 467. All right, episodes 466 and 467. You can go to h10.me forward slash 466 or h10.me forward slash 467 to go to those like prelaunch strategies about how to do your keyword research and how to set yourself up for success. But let's just focus for next. You know, five minutes or so on the, just the actual launch strategy, and I'm going to be doing this this week. I'm relaunching something and launching something. I'm always doing tests, as you guys know, and I'm going to be losing this exact strategy this week for this new launch. But basically, if you've done all the right keyword research, you know part of that Bolly Blast Strategy that I was talking about. Basically, what you want to do is is set your listing up to make sure that you have the most relevancy signals sent to Amazon. Bradley Sutton: Now, this is something new that we hadn't talked about in previous episodes of the Maldives Honeymoon Launch Strategy. Right, we just said, hey, start your. You know, do the right research, start your listing, get ready to get ready to go and you know you're off to the races. But what I've noticed in the last year is a little bit of a I guess you could say algorithmic, you know, shift a little bit, where the effects of not being relevant from day one to Amazon is kind of like far reaching, like it's going to mean that you can't get, you can't get impressions in your PPC. Obviously you're not going to start ranking for certain keywords. And so one of the new things that I have been suggesting when you're launching, especially in niches that are not that competitive and that there's not that much, you know, established sellers, this is probably not the same thing as launching for collagen peptides or garlic press or something like. Or you know, neck pillow or something like that. Like, I would think that if you have optimized your listing the right way, probably Amazon knows what you are from day zero or from day one, right, but even in that situation it's not 100%. But especially if you're in a newer niche where there's not that much data out there, any little thing could mean that Amazon is coming completely confused about your product. And this is how I discovered that. Bradley Sutton: So I did some testing, test launches on this coffin bath tray, like a think of like a regular bath tray where you're just chilling your bathtub. You got a tray that goes over your your bathtub and you put your candles on there and your books or whatever. So I had some, some test products that I was launching and from day one, like I could not get, it didn't rank me right away for coffin bath tray and I wasn't even getting that many impressions in PPC, if any. So some some zero at all on some keywords that were highly relevant to coffin bath tray, which is what the product was, and it's not like oh, I didn't make my listing in the correct way or anything like. No, I had this in my title, I had that keyword in other places in my listing. I did the list. Trust me, guys, I did the listing the right way. By the way, I'm sure this has happened to you guys. How many of you guys have launched a product in the last year or two where you're one of your, some of your main keywords? You couldn't get impressions in PPC or it was like impossible to rank in the beginning. Has that ever happened to you? I'm sure it has. But basically now there's a way to predict that. Bradley Sutton: So you look at Amazon recommended rank this is in helium 10. All right, this is in helium 10, uh cerebro. That is actually a live feed from Amazon. Now there's no, there's no metric in Amazon called Amazon recommended. We made that name up, but where that data comes from is directly from Amazon. It's in real time, all right. It's not some estimation or some aggregate uh information. It is actually uh directly from Amazon in real time, and what it's referring to is is which keywords Amazon thinks is most relevant to your listing. Now, in the past, this one data point that we've been getting for years, it was only for in the context of Amazon PPC. All right, it's the keywords that Amazon suggests that you uh advertise for the most in PPC, but now it's kind of more. Bradley Sutton: For over the last year I've been noticing these, this trend, where it's a great indication of just in general, what Amazon thinks your product is. All right, you know what. I wasn't planning to do this, but but let's go ahead and and maybe just do a live demonstration Throw me a random product in the chat that that's got some, um, that's got some decent reviews. It's been on Amazon for a while, like maybe it's got a thousand reviews or more, where the keyword should be kind of obvious what Amazon thinks uh for. All right, here we go. I see somebody threw in something. Bradley Sutton: Aubrey says recipe box. All right, let me look that up. Recipe box or book box? I guess it's a box. I never heard of this uh product before. I think I think I, um, I misspelled it, but that's fine, all right, let me. Let me just show you guys what we're looking at here. All right, here we go. So this is a recipe box. All right, let's pick one that has a lot of reviews. Uh, heart and berry recipe box. It's kind of weird, though it hasn't had that many sales at least. Oh, there are 200 sales for this one. Um, 300 sales for this one. Let's maybe use this one right here. All right, sensory for you recipe box. That's pretty hilarious. Let's just take a look at this box really quick. Okay, I see what this is. All right, now I'm going to put this into helium 10's cerebro. Let's go ahead and go into cerebro here. All right, here we go. All right. Bradley Sutton: So now, as you guys know, the the regular helium 10, you know, we've got all of our organic keywords and and sponsored and and and all that information. But what I'm going to do is I'm going to sort by Amazon recommended rank. That's one of these columns right here. Okay, you guys see that right here. All right, amazon recommended rank by me sorting it right when it goes one, two, three, four, five, six, seven. What this means is this is the the top keywords that Amazon thinks you should advertise for. But take a look at these top keywords, guys. Look at this 10 recipe box. Recipe box. Recipe keeper box. Recipe box cute. Is Amazon confused about this product? No, absolutely not. It knows exactly what this is. All right. Now I don't know if this is going to work. I'm just going to go and pick an older, an older listing here. Bradley Sutton: Let's go to like to page something that's not doing very good for recipe box. Let's go to like to page three. Maybe there's a brand new product here. Let's see, is there? Is there still a box that allows me to choose the top new products? There used to be a filter here that says like brand new products. Maybe it's not here anymore. Oh, here are new arrivals last 30 days. Let's take a look at this. All right, so this is last 30 days. Okay, perfect. Now I'm going to go to like something that's like way at the end here, like that's not ranked on page one, something that was brand new. All right, here we go. This is not a recipe box, but this is a tea leaf storage container. All right, let's take a look at this. I'm going to take this asin right here, copy this. Actually, I'm just going to run it directly in Cerebro. I'm going to hit this button and go run in Cerebro. So this is not a recipe box, obviously, but it's a. It's a newer product and if I'm looking at this, this product, it looks like a rectangular tea. Oh, tea leaf storage in here. That's probably what this product is. All right, but I'm just curious what is Amazon going to think that this is? Let's take a look right now. All right, let's go to Amazon Recommended and again, I obviously did not choose any of this. I have never looked at tea leaf boxes in my life here. But let's go ahead and do the same thing where we sort by Amazon Recommended rank and look at this. All right, this is not too bad. Bradley Sutton: Now, the number one keyword this has made a little bit worried. It says coffee tea, and the number two keyword says storage container. But there it is right. There. Tea box is number four tea storage, but a lot of okay. So this kind of is a good. This kind of is a good example here guys, look at. Do you remember how on the recipe box, how in the recipe box all of these keywords had recipe box, the top recommended rank, like there's no doubt what Amazon thinks is this product. But notice this newer product. It's got some random stuff here. Like it does have the good keywords here. But then look at this. It says can storage is the number three keyword, coffee container it's not necessarily a coffee container. Seal container T10, okay, well, t10 might be a good one. Empty tins all right. So this is interesting here because, as you can see this newer product, can you see how Amazon is a little bit confused, maybe about what it is? All right. So that's why, right here, how this can be powerful. Bradley Sutton: What I suggest doing when you are how does this tie into launch? All right, what I suggest doing is do a test listing, all right, because if Amazon is confused about your product, guess what's gonna happen as soon as you launch it day one. You're not gonna get top impressions right away for a keyword that Amazon doesn't think is your product, right? Sometimes it takes a little tweaking, like should you maybe tweak a little bit of your listing optimization to make it more relevant. Yeah, you gotta tweak that to get this Amazon recommended number fairly high and to see if you can get these impressions. So when you do a test listing, this is the reason why Number one is for Amazon recommended. Number two is to make sure that from day one you're gonna start getting impressions. Now, if your Amazon recommended is non-existent for an important keyword, it's probably it's gonna be difficult usually to get those PPC impressions. Bradley Sutton: So now the question comes in well, what can you do to influence the Amazon recommended rank? Well, sometimes it is about listing optimization. Usually, if you don't have any of your title, you having your title, well then Amazon will figure out what it is. Sometimes it's sending traffic to a certain keyword search. We talk about that a little bit in episode 500, about the kind of things you can do to make sure that Amazon gets that relevancy signal. But the point of this discussion is about making that test listing. Is, if you just launch your product and you're having to figure things, these things out, like all right, how do I send this relevancy signal? Do I need to change a part of my listing somewhere to make sure Amazon knows where my product is. And let me do this test wait an hour for it to update. All right, let me see. Does this have an effect on my PPC? What's happening during this time? Time is being wasted right In, like your honeymoon period and initial velocity. Bradley Sutton: You want to kind of like start off your product with a bang from day one, where you're potentially getting clicks and sales and ads of carts and different things from organic customers out there. Well, if you're having to spend all your time trying to fix things, you're accumulating days of bad like interactions with your listing right and then so it's gonna be that much harder to write the ship. So that's why in episode 500, I was recommending people to make this test listing do all these like test and figure this stuff out beforehand like on a quote unquote fake listing. Now, when I say fake listing, you still have to have a real UPC. So you have to pay 10, 20 bucks for a UPC. You're wasting, but for me it's invaluable. Bradley Sutton: Testing, get everything right so that you know what you need to do to your listing to get your Amazon recommended. Rank up what you need to do to your listing to get those PPC impressions, and then now on your real listing from day one day zero. Now you're starting off on the right foot, and sometimes it's not just about optimizing your listing. It might be that you have to send some traffic to a certain keyword. Well, at least, instead of trying to figure out what that traffic is, you already figured it out on your test listing and now you can just go ahead and start off doing that from as soon as you make your listing live. So again, that's just like a summary of the. You know the recent differences in the Maldives Honeymoon strategy. Again, go back to h10.me forward slash 500 to get you know all the details, and then I show some of my, or I talk about some of my tests. I did that that brought me to this conclusion, but I hope that is going to that episode, plus the 466 and 467 about how to set up your listing, should help you have a good launch. You know whether you're launching here in Q4 or going to launch in Q1, these strategies definitely should help you. Bradley Sutton: So now what I want to do is open it up to questions. Okay, js says how do you run a test listing before you order inventory? No, no, this is not before you order inventory. This is you've already got your inventory ready to go and it's probably in Amazon almost, or on the way to Amazon. At least it could be at any time during this time. It could be before you order inventory, but to me I wouldn't do it. That that's way too far in advance. I would do this test listing like one week before you're ready to actually launch, and the reason is is you want the freshest information. You know you want to do something three months beforehand and then basically it's out of date by the time you're launching three months later, right? So this strategy is to have all inventory handy and start with a dummy listing. Yes, that's what I do. That's what I'm literally doing, literally today. I'm doing that on one launch. I'm relaunching some holiday related products that are going to be good in December, and so I'm doing a test listing to just like check what's going on right now. But, like, the product is already on the way to Amazon from my warehouse in California, so it's going to be there in like four or five days. So, yeah, that's what's going on there. Good question Farhand says if we launch in Germany, then what strategy is the same strategy? Bradley Sutton: All right, so everything that I just showed you guys right now. You can also do for Amazon, germany, as far as looking at the Amazon recommended, and Cerebro, as far as you know, sending the traffic you know to your listing. Everything I mentioned today absolutely is applicable to the German market. Here we've got somebody who said how to rank a product which is a combo of two different products. Okay, great question. So there's different ways to do it. All right, and I've done it both ways. I've done a product where I have the exact same product and I make two separate Asins for it because the keywords that can go for it are different, and I was just like you know what I want to kind of like tailor, make my listing and the image and the copy for people searching for this thing, but the product could be used for something completely different and so I made a completely separate listing for that. So that's one way to do it, not very recommended unless you're in a very niche thing, like I am, if you've got like two products, like I don't know, like I'm looking here at my desk, like like headphones and a microphone right Now. Bradley Sutton: Number one you want to make sure that you are relevant for the customer who is most likely to buy that product and who is the customer that's most likely to buy a headphone and microphone combo? It is somebody searching for headphone and microphone. So you've got to find the keywords most related to somebody looking for that combo, right, which is different for every product. Obviously it could be for this one, it could be podcast, podcast beginners kit or something Headphone and microphone combo, right. Those are words specifically for somebody buying a microphone. But then what I think you're asking is sometimes maybe somebody's searching for headphones but they're like oh, there's headphones and microphone together. I might go ahead and buy that. Well, yeah, now you've got to optimize and be ready for those headphone only related keywords and the microphone only related keywords. So it's kind of like you are doing three different keyword research. You're doing the research on other products and other keywords that have already the same combo that you have. You're doing research on the ones that have just one of the products and a research on ones that have the other one of the products, and then what you're going to want to launch on for me is going to be still the keywords. That is most likely to get you a sale and that's going to be on the combo products, right. So, or the combo keywords. So that would be my suggestion to you there. Bradley Sutton: Great question from Dan says is there a Helium 10 workflow chart checklist to help launch a new product on Amazon? It's pretty much that, that, those podcast episodes I mentioned. Now we're going to make that into like a PDF form soon. A lot of customers have been asking for that. But if you want to like it to go through a checklist to make sure you've done, you've done everything you can on the keyword research, you've done everything you have on the listing optimization, again, go to episode 466, then 467 and then 500. And those three episodes is kind of like my virtual checklist of everything you need to do, from the keyword research to listing optimization, pre-launch and then launch. Bradley Sutton: Now that the CLA says Bradley, what do you suggest? Create a campaign with each ad with all three match types, or create one campaign with one ad group containing all three match types? I'm not 100% sure I'm understanding, but if I understand what you're saying, basically what I would do is or what I would do what I do do is I make separate campaigns, each with one ad group, and it's a different match type. So I always start with one exact match campaign. Okay, I have another campaign that is a broad match. Usually. I have another campaign that's auto, and then I'll have two different product targeting campaigns. One is an asin targeting campaign and then one which, and then one that is a sponsor display campaign. But yeah, if you're talking, if that's what you meant by the match types you know, like broad, exact and auto, yes, I always keep those in separate campaigns, personally, in atomic Of course I'm talking about. Bradley Sutton: Kassar says new launch in Canada market. Give me some tips about how to rank in Canada. 100% the same. So everything Kassar, that I said today about launch, I obviously was talking about the US market, but that would be the. That would be also the Canadian market, german market, whatever you're launching, and you would use those same strategies. Everything works. Or back to Dota says I have gold cross necklace as phrase, match and gold cross necklace as exact in the same ad group. At which point should a performing keyword be moved as an exact keyword? Yeah, so, so again, for me, I wouldn't have that when I set up my campaigns. And helium 10, atomic, I keep the, the, the match types separate, all right. So what, what I'm going to have is I'm going to have a. Let's just say I don't have gold cross necklace as an exact match, but I have gold cross. Gold cross, all right, or no? No, no, let me say gold necklace as a phrase match, right? Okay, I set up atomic rules to say if I get two orders at a certain a cost or below, to go ahead and suggest to get that and make it an exact match in my Exact campaign. So then, if gold cross necklace, which is a phrase match from gold necklace, if gold cross necklace gave me two orders at 25% a cost or whatever you know I had chosen for that, it's gonna actually suggest to me to hit a button and it's gonna move it to my exact match campaign which again, is separate from my phrase match campaign. Bradley Sutton: Very important, in my opinion, to keep things separately for this reason, so that you could kind of like segregate what's going on as far as the a different, as far as your different campaigns and match types go. Constance says, when creating a new manual exact single word campaign, would you suggest to go above the suggested bid and do placement strategy a hundred percent for product pages and top of search to collect data or burn money? Yeah, somebody asked me this before. I'm old school, alright. So me personally, I don't use the placement strategy. That does not mean that it's bad or that you shouldn't do it, it's just because I have a system that's been working for me for years where I just changed my actual bid instead of doing the placement. You know, you know the bid modifiers and it works for me. Now, if you want to play with the, you know the top of search and stuff like that, there is nothing wrong with that. I know plenty of a very successful Amazon sellers who use that. But me personally, I keep everything in atomic, just strictly about the, the bid, and I'm looking at my keyword ranks right In atomic you can actually see, if you're tracking that keyword and keyword tracker, where you are ranking and sponsored. So that's why it's easy for me to like just modify my bid, because if I have boost on and keyword tracker, I know exactly where my sponsor that is showing up, if it's showing up in in 10th or 15th or 1st or 2nd, and so I know that. Alright, let me raise my bid up. Alright, then I'll get a little bit higher rank theoretically, alright. So that's that question. Bradley Sutton: Dauda says Bradley, how can we get a one-on-one call with you? So this is for helium 10 elite member. So I do one-on-one calls Once a month with any helium 10 member who wants it, and there's also group calls we have. So if you're part of helium 10 elite program, yes, you can have one-on-one calls with myself and also carry. Alright, daniel says my product is a two-piece set One main product and one complimentary product. I made sure that both are purchased together and I'm using 80% keywords for the main product and 20% for the complimentary. So wait, daniel, is your ace in just one ace in, or are you having people or do you have some kind of deal where it's like buy one and then Get this one for X percent off or something? If both of you, if this is just one ace in, daniel, what you want to do is Exactly what I said about 10 minutes ago. I don't know if you caught that, just rewind on this, but you want to make sure that that you're focusing on the Combo keywords, where people might be searching for both together, and then, yeah, going For the individual keywords as well, because sometimes this is differentiation. Maybe you, maybe there are no combo keywords out there and you just put this bundle together because you know that people will probably buy it, even if they search for just one, then yeah, then all you have to worry about is the individual Keywords. I'm not sure about 80% keywords for the main product and 20% for the complimentary. It depends on what you think has the most search volume for somebody who would buy that product, because maybe the people who buy the complimentary product are more likely to buy the combo and in that sense, you shouldn't just be Giving it 20% of the keyword keyword juice. Right there. Bradley Sutton: Kassar says when a good selling product, people start the price war, how to survive to maintain your organic rank in the product. Yeah, well, first of all, sometimes you just can't. Let me just say that right now. I know that's bad news for some of you. Sometimes it just gets so crazy that you just can't make money. You're just gonna have to cut that product after you sell out, all right. That being said, you know, like the coffin shelf right now for Project X, we've got tons and tons of competition and they're just doing some ridiculous pricing. You know, like we're, there's no way they're making money on it due to I know what shipping costs, right? So what I decided to do? I'm doing the opposite. I'm going up in price. I'm raising the price by like three or four or five dollars and I added about three or four or five dollars of cost To my product because I'm expanding out, like I'm doing some like really cool box that I'm going to use and I'm adding some trinkets to the coffin shelf to, and so my theory is that, hey, I'm gonna catch the customers who are looking for a more premium style of product and if this doesn't work, you know what? There might come to be a day where I have to stop selling the coffin shelf, and right now I can still sell it for a higher price. But if sales ever go down to zero, I am not gonna get in a price war. You know where. I'm not gonna put the coffin shelf for 19 dollars when I used to sell it for 32 dollars. No, so sometimes you just can't Compete. At that you you'll have to cut the courts. But Enhance your product with different, with different things, and go for that more premium look, and you know you could have some some action there. Bradley Sutton: Mario says Quick question Should I negate an important keyword for my product after having spent 25 dollars on it and zero sales, when the product itself is 40 dollars? This is a good question. Now, if you, if it's one of the main keywords like this is what people would search, before just blindly negating it, you've got to figure out why people are not converting. All right, so I would look in search query performance for that keyword and look at the Competitors who are getting high clicks. You don't know who's getting high purchases, so you know you could do that. You could look in brand analytics and see who is the top three Clicked and then is there one of them who is getting a lot of sales. And then I'll just take a look at that listing and ask yourself why is somebody clicking on my competitors listing after searching for the same keyword and they're buying my competitor product but not mine. So you've got to ask yourself what is the reason why they're not. Bradley Sutton: Now, if it's a keyword that you just think is relevant to your product, are you were hoping is relevant to your product? Well, in that case you might have been wrong. So, where that cutoff is for you $25, you know if that, if you got, for me it's almost more important the number of clicks. Now, of course it's important how much you spend, but if I only got 10 clicks and that was what cost $25. That might not be enough data to say, hey, I need to negate it. So it should be like 2025 clicks, 30 clicks even, or yeah, if you get 30 clicks and you don't get a sale, you're probably not gonna get a sale. And again, all of this can be done right there in atomic, so you don't have to. You know, look at this manual. Amazon is regularly increasing different types of fees and squeezing the profits. Please guide on pricing strategy while remaining in Competition. So so, yeah, this is why you have to have your helium 10 profits Active and connected to your account and be monitoring that, because you've got to really keep an eye on the PPC cost. You know the other fees no, amazon is not charging that much. You know Amazon increases fees, but it's it's pennies that that Amazon increases. Bradley Sutton: If that affects you, you've got bigger problems. All right. If Amazon increasing the fulfillment on something from 73 cents to 81 cents and that kills your bottom line, you've got some other problems. That's different than just Amazon, all right. The one that really affected some people, which I can empathize with, is Amazon doing away with the small and light program that really affected me. That wasn't just a matter of pennies. You know that's like a dollar worth of profit off of our bottom lines a lot of us, you know, if we didn't do anything. So it's very important to make sure that that is. That is a setup. All right, we got one more. Ali is in the green room. We'll bring up Ali to the stage. Ali, how's it going? Hey Brad, how are you Pretty good on yourself? Excellent, yep, go ahead. Ali: So I'm just launching my new product. I just wanted to know that, is it better to launch in the fourth quarter or should I wait till January and then launch it? Because you know, right now the competition is really high and the sales are high, but my budget is not that much. Initially I have the budget, but I'm trying not to spend too much so that I can, you know, learn the game first and then go big. Bradley Sutton: Yeah, it depends. It depends on on on the market. You know like if you've got a product that is still gonna, you know like if you're selling a Christmas tree ornament, well you better launch it now because you know you're not gonna do very well in January. But if it's something that is too expensive to launch now, because the traffic is so high that the amount of sales it's gonna take to get to you to page one is is going to be too much, that's a personal decision. You know you might have to wait. Ali: Yeah, page one, you know there's not a lot of reviews on. The maximum number of reviews are like 100 or 150 or something, but the search volume is a lot and it says not a seasonal product. So I think it would do well in any season. That is the thing. Bradley Sutton: Yes, so those. That's the thing. You have to wait because the other thing is, like you said, maybe the search volume is very high right now, meaning it'll be very expensive to launch, but if this is the window where People have 50 and 75 and 100 reviews, but if you wait until February, everybody now all of a sudden has 400 views, yeah well, it's still gonna be expensive now because it's gonna. It's gonna cost you more to get you know, to get the velocity. So so there's, there's almost no right or wrong answer per se. Ali: Yeah, I mean personally. Bradley Sutton: I have never, ever, waited until Q1 to launch something. If I have something, I have the product in here and it's October, November, I'll go ahead, and I'll go ahead and launch it. Ali: Okay, so can I ask one more question? Okay, I decided to go through the PA 3PL route. You know I'm not I'm not delivering the product directly to Amazon. So I was looking into it and I really can't find some reliable website or somewhere to find 3PL. So do you have any ideas about that? Although that's a very immature question, but I did just try out hubhealyum10.com. Bradley Sutton: So there are some 3PLs there, hub.helium10.com and the Helium 10 users have like reviewed some of them, so I would take a look at the ones, look at the reviews and then go from there. Ali: Okay yeah, okay. Bradley Sutton: Okay, all right. Dan says this listing builder have all the features of screw, but you shouldn't be using. No, nobody, guys should be using scribbles anymore. I don't even know why we have that tool still active, like, like listing builder 100% took it over and it's way better than scribbles, all right. So, yeah, you should only use a listing builder. And if you have trouble syncing the listing Check with support, you know, make sure that you the the SKU that you're editing. All right, make sure that it is the original contribution skew. All right, make sure it's the original contribution skew, otherwise it's not gonna sink. But yeah, when, whenever I have trouble getting a listing updated, usually actually in listing builder, it actually updates better than if I try and do it myself. Bradley Sutton: A real estate Emporium says if our product is selling good, you recommend adding new variations or more products in the same niche. No right or wrong answer here. It's different for everything you got to choose. I've done both ways Before. Where I've added new variations, like a new colors, because I see the demand Sometimes, I'll just, instead of that, I'll launch a new product like, instead of a regular egg tree, a stackable egg shelf. So you can go both ways. That's a beauty about Amazon. All right, guys, that's all the time we have today. I was glad I was able to get to a lot of questions. Sometimes it takes you guys just a little bit to get Loosened up to be able to ask questions. So thank you guys, very much for joining us again. This is something we do every single week for our Serious Sellers Club and Helium 10 Elite members, but once a month we open it up and we repurpose this as a podcast episode. So thank you guys for joining us and we'll see you again next month when we open up this. Ask me anything. Thanks a lot, guys. Have a good rest of your day.
Join us for a fascinating discussion as we unpack Amazon unBoxed 2023, exploring the most exciting releases such as generative AI and more that can level up your advertising game. Our co-host from Pacvue, Anne Harrell provides us with a unique perspective on the advertising industry. Let's start with our chat with Jeff Cohen, Principal Evangelist, Advertising API at Amazon, as he shares his transition journey and the biggest differences he's noticed. Listen in as we dive into the role of ad tech in digital transformation and its implications for brands. We examine Amazon Ads' new offerings like generative AI and sponsored TV, which promise to revolutionize brand imagery and audience engagement. Get the inside scoop on Amazon PPC and new-to-brand metrics that could redefine your brand's success measurement. We also explore Amazon Publisher Cloud, a game-changing technology for publishers that promises unique and differentiated opportunities for advertisers. Get to know Miranda Chen, the director of growth and modernization for Amazon Marketing Cloud, as she walks us through its potential. Learn how lookalike audiences can help your brand reach new customers and how templatized analytics can make AMC more accessible. We also examine Amazon Marketing Stream and Rapid Retail Analytics, which provide valuable data on retail signals. Discover how sponsored products can appear on platforms like Pinterest and the features that make Amazon's new Sponsored TV offering a game-changer. All this and more, right here on our podcast! In episode 504 of the Serious Sellers Podcast, Bradley, Anne, and our special guests discuss: 00:00 - Amazon unBoxed 2023 04:31 - Insights on Amazon and Advertising Growth 08:29 - Sponsored TV and Ad Tech Announcements 12:29 - Embracing Change in Amazon Advertising 20:40 - Amazon Advertising Full Funnel Solutions 23:39 - Benefits and Capabilities of Demandside Platforms 28:25 - Lookalike Audiences for Reaching New Customers 34:59 - Amazon Marketing and Rapid Retail Analytics 41:15 - Amazon's Sponsored TV Announcement ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/video Transcript Bradley Sutton: Today we've got a special episode here at Amazon Unbox 2023 where we're going to talk about all of their releases, like generative AI and sponsored brand hats, and also a lot of cool things like sponsored TV. How cool is that? Pretty cool, I think. If you're like me, maybe you were intimidated about learning how to do Amazon PPC, or maybe you think you just don't have the hours and hours that it takes to download and sort through all of those sponsored ads reports that Amazon produces for you. Adtomic for me allowed me to learn PPC for the first time, and now I'm managing over 150 PPC campaigns across all of my accounts in only two hours a week. Find out how Adtomic can help you level up your PPC game. Visit h10/adtomic for more information. That's h10.me/adtomic. Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10 I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. We're here at Amazon Unboxed in New York. I've been on the road for like three weeks and there's a second there where I wasn't quite sure where. I was. I've been in so many countries lately, but we've got a co-host today and from Pacvue, and how's it going? Anne: Great. How are you doing? Bradley Sutton: I'm just delightful. Now, what is your background? What do you do at Pacvue? Anne: Yeah, so I'm a product solutions director for DSP at Pacvue, so I do basically anything related to DSP and AMC help with our product road mapping, help with strategy for some of our enterprise level clients doing customer within AMC marketing you name it, I probably do it. Bradley Sutton: How long have you been at Pacvue? Anne: I've been at Pacvue for coming up on four years now, so about three and a half years total. A lot has changed since I joined. I started at Pacvue focusing on our managed services team, so I was primarily working with some of our strategic accounts, helping to build out their capabilities, doing strategy not just for DSP but across kind of omni-channel focuses, so for search as well. Prior to working at Pacvue, I actually worked in an agency in Austin, Texas, where I'm normally based, where I again did omni-channel strategy for enterprise level accounts. So my background is not just with programmatic and DSP, but I really gravitated to it. It's just one of those types of advertising channels that really allows you to have a lot of flexibility and creativity and really is conducive to innovation. So I really enjoy working on the DSP side of things. Bradley Sutton: Cool. Now what did you go to school for? Anne: I went to school for advertising, so I think I'm in the right place. Bradley Sutton: Okay, so you're right. Where did you go to school at? Anne: It's called St Edward's University. It's in Austin, Texas. So I've been in Austin since I went to school and I just never left about a decade. Bradley Sutton: Okay, I was about to say, because you don't sound like you were born and raised in Austin. Anne: I was not Okay. Bradley Sutton: What were you born and raised? Anne: Well, where I was born was Hattiesburg, Mississippi, but raised is a harder question. I moved about 10 times before I graduated high school. So you pick a state, I probably was raised there. Bradley Sutton: Okay, cool, yeah, because I was like wait a minute, she doesn't sound like a native Texan here. Anne: I know no accent yet. Bradley Sutton: All right, maybe 15, 20 years from now you might have a little twang in here. Anne: Right, right, I actually have a little bit of a Southern accent, I think I kind of got rid of it as I moved around. Bradley Sutton: Okay, cool. Now what are you? We're going to be talking to some people that probably people have never heard of podcasts, right? You know there are exactly executives here at Amazon who are you most excited to talk to today. Anne: If I were to have to say, my favorite subject matter is definitely the DSP AMC side of things, and I know that we're speaking to Kelly, who's the VP of DSP, so that's obviously a great place to start. We're also going to speak to Miranda, who is a director for AMC at Amazon, so I think there's going to be a lot of really great content around that. But in general, we're also talking to a lot of people who are very broadly focused across all of ads, and so I think we'll have something for everyone in this one. Bradley Sutton: Yeah, so you guys might be. There might be some newbies out there, don't tune out. This is stuff that you're going to need to know If you're an advanced seller. We're going to talk about some stuff that you guys might be able to use right away. That was just announced this week at Amazon Unbox, so let's go ahead and hop right into the interviews, all right. First up, we've got my brother from another mother here, jeff Cohen. Jeff, how's it going? Jeff: Everything is great. So great to see you, so great to see the whole Helium 10 Pack View team at this conference. It's great to catch up with everybody. Bradley Sutton: Yeah, Now you've been in the game longer than me. I remember the very first conference I spoke at. You were a speaker and you were already a veteran speaker at that time. You know side note that that conference there probably had the best food I've ever had at the conference. This is probably the second best Like. Jeff: I'm really impressed with the offerings here. Yeah, I'm curious what conference that is, but we don't have to go into that now. Bradley Sutton: But it was right here in New York. But you were on the SaaS side. You know, like I am now. Now you're at Amazon, like what's been the biggest you know kind of eye-opening thing or difference, now that you're on the other side of the aisle. Jeff: Yeah, interesting because I always like to joke that you know I drink the Amazon Kool-Aid before I ever like came here. I've been an Amazon like fanboy since like 2005 when I started textbookscom and it's been interesting because I'm in a unique position where I can bring the outside in and the inside out, and I think that you know, one of the many things that I've learned is maybe like the patience that you have to have with Amazon Maybe I didn't have as much patience when I was on the outside and the amount of time that it takes for some of the things to develop at Amazon. But when they like grow and they go to scale, it then moves at like this rocket ship pace. And so I think you're starting to see that with some of the tools, like AMC or even like you know what's happening with, like Amazon Studios and some of the new, you know productions that are coming out, you have this like rocket ship pace of what's happening in terms of the development and the new opportunities and how advertisers are using the technology, and so you have to kind of be patient when new things come out. So when you have a totally new product like Sponsored TV, you got to realize that it takes a little bit of time to kind of figure out how does it work into the individual advertisers media mix, and so that's the measurement work for each brand along the way. But then once it kind of gets up to full speed, you get to see like how it all works and you know and how it's really excelling brand growth. Bradley Sutton: Yeah, now we're going to be interviewing a lot of your colleagues here about some very specific announcements that happened here at Unboxed and before I ask you to give a rundown, you know, one of the things that was announced today it's on the website too is about the new generative AI that can help people doing Sponsored Brand Ads to generate some new creatives. Can you talk about that just a little bit? Jeff: Yeah, I think there were like three themes to the keynote today that I kind of jotted down. One was this idea of, like digital transformation and one was this idea of like how ad tech plays in in a responsible way. And then the third one was like how we reinvent, right, how we have reinvent what's possible. That was said numerous times, and I think Gen AI kind of fits into almost all three of those categories. And you know, we saw a lot of opportunity, a lot of new changes with Gen AI that have come out of AWS. We saw a lot of changes with Gen AI that came out of Amazon Accelerate, and now we're starting to see some come out of Amazon ads and I'll you know it's cool, right, we can take a product and we can turn that product into a full lifestyle image. And I think it's if you can just start to kind of think about where the possibilities go from there and what else brands can do and how we can enable that, either with what Amazon ads is doing or with what our partners are doing right, because it doesn't always have to be invented by us at Amazon it's really making it easier for brands to be able to take advantage of this technology that maybe was a little expensive or time consuming or difficult to use, and now it's all done with prompts and it's really simple and easy and that's really cool yeah. Bradley Sutton: Now, what about some of the other announcements? Say you have any. You know things that stick out that you're especially excited for. Jeff: Yeah, I think that what we're doing I mentioned it during our opening segment but Sponsored TV, I think is a really cool one and you know, in short, it's democratizing the ability for brands to be able to place ads into our streaming portfolio right so across Prime Video, free V and all the other channels that we have that I can't even remember them all because I'm supposed to think so quickly and I think that's really cool. And again, like there's no budget for that, you do have to have the creative, but Amazon has services that can help you make that creative or there's third parties that can help you make that creative. And I thought that was a really exciting announcement that was made, you know, on the heels of the announcement that was made a month ago. It was kind of reinforced about like what's happening with Prime Video and it moving to an ad supported network, creating a ton of, you know, new inventory for brands to begin to explore, and that's really super exciting as we start to go into it. And then there was like a bunch around ad tech and like what's happening around measurement and I know, like from you know, we're all near and dear to this idea that measurement is critical to our overall success and new metrics that are being released, making it available to understand how new to brand customers are impacting the business, and I think those are all really important for us to be thinking about because we have to close the loop. As advertisers and as we move to this cookie-less world right, it's signs point to it happening in 2024, we have to find ways to be able to close the funnel and understand how our ads are working, and Amazon's working really hard to help brands be able to do that, both within our suite and also when you're outside of our suite. Anne: Yeah, you mentioned the new. New to brand metrics, new to brand consideration metrics, I think is what we're calling them. Can you walk our listeners through what those really are? Jeff: Well, when you're looking at new to brand, right from like a super high level, new to brand is starting to give you this metric that's beyond ROAS, and it's starting to allow brands to look at who was not buying their brand within the last 12 months. Who's now buying their brand, and there's a suite of metrics now that are available for you to be looking at so that, as you're looking at different inflection points of your advertising, you can start to actually dial down into what action you're looking for people to take. And I think that's what's really cool. And it's like this evolution and brands have to think through this evolution like one of the simplest ways to think of this, right for people who maybe, like this concept's a little far for them. One of the simplest ways to think of this is around this idea that, like, if you're trying to get more awareness of your product, when you're looking at a video, you don't want to just see video views, you want to see how long they've been watching the video, and so you might start optimizing your campaign based on video length, how many people get to a half the video or three quarters of the video. And so, when you start to get into the new to brand type of metrics, you're actually saying, okay, I want incremental growth and by definition is, you know, sales you wouldn't have had before. One of the best ways to measure that is by people who are new to your brand, and so by having multiple metrics now to be able to understand how those are being impacted, you can now go back into tools like AMC and see how that funnel is working and which ones are driving the actual you know points that you want to drive and that that's really cool, right, it's, it's very excited about. Anne: I'm very excited too, yeah. Bradley Sutton: Awesome, all right. Last question for you know maybe not something that was released here at Unbox, but you know you're very active on LinkedIn. You see what people are posting about. You know I'm sure you look at metrics about what advertisers are using. Is there something in Amazon advertising that you feel is is kind of being slept on or not enough people are talking about it, that you think more people should be using it? Jeff: I mean more people should be using Helium 10 and Pacvue. Bradley Sutton: That goes without saying. Jeff: Okay, besides that, I think that you know, bradley, you and I get asked this question a lot, right? And? And our answer is always it depends. And I think that, instead of like saying, like this is a tool that you should be using or this is a a, an advertising function, you should be trying, I think that advertisers need to be open to the idea of test and learn, and I think the more you can train your mental model to work in a test and learn type of environment, the more open you are to change, because the only thing that's constant is going to be change. Right, and you started by saying like, where this industry was years ago when we both started, think about all the change that's happened and all the change that's occurred, and the brands that have not just survived but thrived through that are brands that have taken advantage of new opportunities, have invested by testing and learning and have then double down on the things that we're working. And I don't mean to oversimplify it, right, but it's not a very specific answer of like, use helium tens tool for keyword, blah, blah, blah, but it's like that's just one piece that you then use to implement the strategy. So work backwards. What's your goal. How are you gonna get there? And then figure out what tools you need to help you scale. Bradley Sutton: Awesome. All right, well, jeff. Thank you so much for joining us. We've been trying to get you on the podcast for like two years. I'm happy it finally happened and we'll definitely be keeping in touch. Appreciate it. Thanks, guys. All right, next up, we've got Kelly here. Now, Kelly, can you go ahead and introduce yourself? Tell us what you do at Amazon. Kelly: Absolutely so, Kelly McClain. I lead our demand side platform at Amazon, so we call it ADSP, and excited to be here. Bradley Sutton: Thank you for the time. Awesome, Awesome. Now you were, you know. Just saw you on stage a few minutes ago. What were your big reveals of the day? Kelly: Yeah, really good question. So I think if, if you think about Amazon ads and kind of where we've, where we've been and where we're going, we've really continued to make a lot of progress on on how, what we've been building a lot of our goals. We're focused a lot on interoperability with our ad tech solutions, so making it easier to use. We're focused a lot on performance improvements and then again, all of this is underpinned by making sure that we're putting privacy at the core of everything that we're doing, and so, with that in mind, we've been kind of launching this week in particular, a lot of different updates around, as you think about planning, activating and measuring, right. So within planning, we were launching Cross Channel Planner, which is a new way for you to really think about full, full funnel planning. We announced Amazon Publisher Cloud, which is the new clean room technology for publishers, which we're really excited about. We've been making a lot of performance improvements to the demand side platform, both with the user interface as well as the backend performance, and then we've also been been launching a lot more on our measurement capabilities, right, so making sure that marketers are getting the insights real time, making it a lot easier for them to kind of understand. You know how they should be looking at performance and where they should be making future investments. So we're excited about it. It's going to be a really fun week. Bradley Sutton: Awesome, awesome. We have our resident DSP nerd here, Ann, so she's going to go ahead and ask have some follow up. Anne: Definitely. Amazon Publisher Cloud was announced today, which is a big step for your publishing partners, obviously. Do you see any benefit for advertisers with this release? Kelly: Yes, definitely, and you know, I think to your point. I mean we've had, if you think about kind of clean room technology, right, really starting with cloud solutions. Then Amazon marketers cloud right thinking for marketers on how we can help support them. And Amazon publisher cloud it's going to be a mouthful after I'm speaking all morning. So excuse me, but you know that's really about a solution for publishers, right, giving them much more of the ability to pair any unique insights that they have right Demographics that they might know, of course, with folks who are coming to their site and then pairing that with Amazon Ads data. But the real core of that is, of course, providing opportunities for publishers but making it easier for them to connect with advertisers, right, advertisers. Often that you know there's so many different deal opportunities out there. A lot of the kind of deal process is very manual today and it's hard to discover the right deal and knowing which deal is right for you to reach your audience and so you know. A simple example, right is, if you're, let's say, you're a common website and you know the different demographics that are coming to your site every day, but by layering on Amazon audiences, you might realize, oh, I actually have pet food lovers who or sorry, pet food lovers- I have pet lovers who are coming to my site that I didn't realize, and so then that offers publishers the ability to maybe customize some unique deal opportunities to advertisers who might be trying to target pet lovers right, or specific brands who might be selling pet food, and it provides much more unique, differentiated opportunities, and we actually had a recent test with NBC Universal and they were able to offer three and a half times more reach than what they'd seen in the past, which is really exciting. So we see this as beneficial to both marketers and to publishers by really making it a lot more simple to connect with audiences. Bradley Sutton: At the end of the day, you know, pet food lovers are pets in about 10 years at Unbox. I predict like there's going to be some DSP where pets can actually base, you know, based on what they see on TV. Anne: They've already made more of the food, Exactly exactly, so we just launched something. Kelly: And if that's possible, maybe pets will be transformed into some sort of language that they can then activate. Anne: I think so, I think so. I don't even want to think about that. Kelly: I know, I never really thought about that? Anne: Yeah, that's very exciting. So, essentially for the advertisers listening, it's going to make your reach potentially broader but also more relevant, right? So the publishers have the ability to make targeting more relevant Absolutely Great. Another big announcement was the cross-channel planner. Yes, so can you walk us through how you think the ability to forecast reach will change how advertisers perform through their DSP program? Yeah, absolutely. Kelly: I mean, I think one of the biggest challenges today, as you all know right, is the fragmentation of channels and information and the overload of signals, right, and so that's where we're excited with Cross Channel Planner providing more of the ability to help marketers understand who they should be reaching right across the funnel and get much more information on how to kind of more efficiently drive their spend. In the past, we've launched Channel Planner, so that was our first product for mostly catered towards streaming TV, right, and how do you think about reach curves and how do you make sure that you're delivering against that for upfront pitches and so forth, and this is really kind of the next iteration to driving more efficient spend. So, ultimately, we think this is going to be kind of the next step of just providing much more granularity across all of the Amazon ads products on Amazon beyond Amazon, to make it easier to figure out. Okay, where should I be allocating my budget in the best way possible? We had a baby brand who actually was reaching audiences and they activated. So they leveraged Cross Channel Planner, activated via the DSP, and then they used custom advertising to direct customers to their online store and actually had four and a half times click through rate and 11% increase in impurchase rate, which was pretty cool to see. So again, I think the ability to plan and then easily activate is something that we're really committed to and excited about. Anne: Do you think this will be applicable for advertisers who are advertising both on Amazon and off, so more so that third party placement this will help plan for that as well. Absolutely. Kelly: So Amazon is known for retail media and driving conversions in the Amazon store, and we've been making so many investments over the past several years to really drive much more full funnel solutions and making all of our solutions work for all types of advertisers whether you're an advertiser that sells on Amazon or not because we're really excited about the power of again combining Amazon signals with marketers, third party and third party signals in a way that you can actually drive conversions, drive reach and have more of a full funnel experience and conversation. And that's where our Amazon publisher direct team comes into play, where we have a lot of these relationships and can reach anyone across the internet. But we've also been investing in modeled audiences and the performance through the DSP, and so a lot of people are kind of thinking about the loss of cookies in a negative way. We actually see this as an opportunity. We see this as a way to really innovate and rethink how marketers can potentially reach people in a privacy, safe way. That also drives performance, and so this is why we've also been investing in our modeled audience solutions right so, especially as we think about driving sales or reach off of Amazon, and we've been seeing over 25% increase delivery with a lot of the solutions, as well as 12% less cost per click per impression, which I'm barely able to talk. I'm going to lose my voice by the end of this day. But so, yeah, I think all of these from again, the planning, how you can activate all of the performance improvements we've been doing within our DSP we're excited. We'll continue to help accelerate marketers across full funnel wherever they want to reach people, which we're thrilled about. Anne: Definitely the ever looming third party cookie deprecation. Yes, exactly. Kelly: Yeah, a lot of energy, but understandably, and I think it's the right thing for us to rethink how we can really connect marketers and people in the right way, moving forward. Anne: Agreed, agreed. Another thing that was mentioned was the bidding enhancements that are now going to be available through the DSP program. So, essentially, you pick a KPI and you let Amazon do all the bid optimization in order to get to that KPI. Do you think this is going to change costs for advertisers, like, will CPMs go down in highly competitive categories or go up because of this automation? Kelly: Good question and, being a DSP enthusiast, I'm sure you know that our system has been really hard to use in the past. We've heard feedback from customers and partners that it was very complex, and so we've really been. So this goal seeking bidder, as well as re-augmenting our interface so that it's much more anchored on goals, has been paramount. We want to make it easier to use the DSP. We want to understand what is your goal, what are you trying to do? What outcome are you trying to drive for your business? And we've been making a lot of user interface improvements. And then the goal seeking bidder, on the back end to your point, I'm not sure what it will do in terms of you know, I can't talk to overall pricing in the system, right, but what I can say is that we're already seeing, you know, up to 40% reduction in CPAs, where we're able to better optimize against a goal, and we're seeing marketers just really gravitate towards the ability to kind of have much more of a simple experience. But we also believe in control, and so I think that's one of the powers that we think the Demand side platform has is, if you want all of the customization, if you want the complexity, we have that right. You can really adjust whatever types of bids that you want. You can layer on various different types of audiences. You can play around with different creatives. You can, you know, make a ton of different ads to try and test and at the same time, if you want a more simple, easy experience, you know what your goal is. We're able to help optimize and provide recommendations on the best way to do that. So we see it as kind of a nice balance in providing marketers kind of that wide range of capabilities, because we think there's a lot of different discussions in the industry right now on what way folks are going to be going. Bradley Sutton: Awesome. Well, thank you so much for your time and thank you for all you do at Amazon. We appreciate it. Kelly: Thank you for the partnership. Appreciate it, of course. Bradley Sutton: Thanks, thank you All right Now we've got Miranda. Miranda, this is our first time meeting you, so can you introduce yourself and tell us what your position is at Amazon? Miranda: Absolutely. I'm Miranda Chen. I'm the director of growth and modernization for Amazon Marketing Cloud, or AMC for short. I've been at Amazon for 11 and a half years now, live in the Bay Area and at AMC I lead several teams responsible for product and engineering, developing our audience activation capabilities, making AMC easier to use for more and more customers, as well as our go to market and customer enablement activities. Bradley Sutton: All right Now. We have a wide variety of listeners, anywhere from brand new people selling on Amazon to humongous billion dollar brands. Now, the billion dollar brands probably know all about AMC, but some of our newer ones might not understand that. Maybe there can feel like wait, marketing, stream, marketing, AMC, there's all these acronyms. So can you just give a quick, maybe 30 second, one minute introduction about what is AMC? Miranda: Yeah for sure. So Amazon Marketing Cloud, or AMC, is Amazon ads as clean room, so it's private and secure by design. Each advertiser has their own campaign signals of all their various Amazon ad spend within their particular instance. So we have signals from sponsored products, sponsored brands, streaming TV effectively like all of the actual campaign events and enables custom flexible analytics on those signals. And then it also enables advertisers to be able to upload their own first party signals or third party signals so you can think of, like product catalog, retail conversions, things like that, and so then you can generate really really flexible insights, typically using SQL, such as path to conversion, reach and frequency, overlap analysis and then actually take actions on them. Bradley Sutton: Cool, so most of our listeners probably weren't able to attend here at Unbox. What's the big release for your department here at Unbox? Miranda: Yeah, so we had a couple different releases specifically related to AMC that I can touch on. The first was AMC template analytics. So it takes some of our most popular queries, such as path to conversion, reach and frequency, and then allows users to be able to generate those insights without needing to touch any codes. So that's a pretty exciting development, particularly since we know that not everybody no SQL has taught themselves SQL overnight. And then the second one was AMC lookalike audiences. So we already have the capability where one can generate a custom audience based on specific parameters. So let's just say, an advertiser saw, wanted to create an audience of folks that had seen their detail page view or even added to cart but didn't actually activate and then wanted to drive better performance. They could create a particular, they could run a query, generate that insight and push that directly to the DSP. So that's one way. That's AMC rule based audiences. And then now we launched this enhanced capability for lookalike audiences. So it enables effectively exactly what it sounds like. So finding alike audiences based on that same seed, leveraging machine learning in a clean room capacity trained on Amazon, shopper and customer signals, but all still in a private and secure place. Bradley Sutton: All right, you're already starting talking technical terms that are over my head, so let me bring in the smart one of us. And to clean rooms. My room's not clean, I don't know. That's not what we're talking about here, but go ahead and please follow up and make me sound smart here. Anne: Yeah, of course. So I'd like to talk about lookalike audiences more specifically, because this is a way for brands to reach highly relevant, essentially new customers. So do you think this will change the way people are targeting that new to brand customer targeting incrementality? Miranda: Yeah, I mean we think it's going to be a great way for brands to be able to reach more and more shoppers. So, as I mentioned, the lookalike audiences are trained on based on deep, deep ML, based on lots of very, very, very good signals, and then the advertiser can actually leverage, can get to choose what's their specific seed for the audience, like what's the general size of the audience, based on their objective and then also the relevance. So I think it'll be a really key tool as a part of the marketer toolkit. Anne: Yeah, definitely. Do you think lookalike audiences are scalable for brands that maybe have lower purchase data or lower engagement data that are using AMC? Miranda: I think so. I think they're precisely like the brands that actually could benefit from it, right Because they have a small bit of deterministic signals that they actually want to be able to enhance. And then also because AMC is private and secure by design, as I mentioned, they can also choose to upload their own first party or third party signals and then create a seed based on that and then continue to go find additional customers that seem similar to that seed. Anne: Right, I love that you call it a seed, because it sounds like it will grow over time if you're utilizing these tactics, so that's a great way to phrase it. Miranda: Thanks, it didn't come up with it. Anne: Well, we'll give you credit anyways. So you talked about the AMC templatized analytics, right? Is this a way to make AMC more accessible and, if so, are the queries that are available through those templatized analytics? Will it grow over time? What's available through that? Miranda: Yeah, so we think it's a first step towards making AMC easier for more and more customers. So we don't have a specific timeline yet on additional templates, but it is something we'll be continuing to evaluate. We have been talking to different customers and internal teams about how we can also make AMC easier to use through point and click applications as well. We also work with dozens of partners that are making AMC easier to use, either through visualizations or through their own innovative dashboard. So I think through the combination of either homegrown or partner built capabilities, we'll be able to continue to bring AMC insights to more and more customers. Anne: Yeah, pacview is one of those partners. We do have an AMC dashboard Great, I think. Another question that's kind of just in general about AMC do you think there are any verticals or categories that benefit the most from this data, or that you've seen a lot of growth and success with using AMC? Miranda: Yeah, we think of AMC as equal opportunities. So we look at the data a lot. We're very, very data driven surprise, surprise at Amazon and what we've seen is that there's penetration for AMC across brands and partners and agencies as well as across all verticals. So we've seen, certainly, strength from brands that sell on the Amazon store, but also pretty strong results with entertainment, with automotive, financial services. So you can think of someone who's like automotive who might have a bunch of local dealerships. They want to be able to do more fine event grained analyses based on specific geos, and so something like AMC is perfect for that be able to do more precise measurements. So, yeah, certainly we think it's a great product for all, but it really depends on that particular advertiser's objective and then what are the types of signals that they want to bring in and what kind of insights they can generate. Anne: Definitely, it is flexible. Miranda: Exactly Infinite and flexible. Yes, Great. Anne: My last question is just a kind of a fun one. Do you have any specific query or an example of a query that you think was really innovative that's been pulled through AMC that you can recall? Miranda: I think it's probably a generic answer, but I think the Path to Conversion one is probably one of my favorites, just because it's the simplest. I think AMC was actually the first place where an advertiser could see all of their signals across all of the Amazon ad products, and so someone who was buying sponsored products and DSP might not have realized before that they actually were driving better results together, and so Path to Conversion, and actually be able to understand how those two products were interacting, for example, really brought a lot more power and insight, I think, to advertisers. Anne: So I don't think that's generic at all. I love that one too. Miranda: There's a reason. That's core kind of at the top of the instructional query library. Anne: Right. Miranda: Agreed, all right. Bradley Sutton: I have another question for you. I like asking stuff that maybe nobody else is going to ask. When you want to take off your Amazon hat and kick back with a hobby to kind of like balance work life, what's your go-to hobby? Miranda: Well, I have an almost four-year-old so she is probably my hobby in most of the time. I'm going to try and go do fun things on the weekend, whether it's exploring new coffee shops or going to find music. Bradley Sutton: The four-year-old is a coffee drinker, is she? Miranda: No, she's not, but she's an avid consumer of chocolate croissants, and so we sample baked goods in lots of different places. Then mom gets her coffee. I think that's probably it, but in my prior pre-kid years I did a lot more yoga and hiking and things like that. Bradley Sutton: So enjoy those years. You know, my kids are over 20 already, so I wish I had a four-year-old. I remember those days All right. Thank you so much for joining us and you educated me a lot. It sounds like Ann knows all about what you're talking about. It was like a different language to me, so I appreciate you educating us on IMC. Yes, absolutely. Thank you so much. Miranda: Thank you so much. Bradley Sutton: Alright, we've got Teresa here. Teresa, could you go ahead and introduce yourself? Teresa: Sure, I'm Teresa Uthralton. I'm the Director of Partner Development here at Amazon Ads. Bradley Sutton: Awesome, awesome. How long have you been here at Amazon? Teresa: I've been at Amazon for almost 10 years, so I'm approaching that red badge. For those of you that know our badging conventions, Nice, nice. Bradley Sutton: Now you're from here in New York. I've always been in New York, yep. So I'm going to start off with maybe the most important question of the day Julianne's Pizza in Brooklyn. Is that the best representation of New York pizza, or not? Teresa: Oh, that's tough. There's so many really good pizza places now I can't even keep up with them. There's so many. Bradley Sutton: Alright. Well, we're going to have to connect right after this, because I have two days left and I need to maximize my time here. Teresa: Yes, Alright now. Bradley Sutton: We're not here to talk about food here. Teresa: I recommend checking out Roberta's in Bushwick though. Bradley Sutton: Roberta's in Bushwick. I have not been there. Anne: Yes, I think you'll really enjoy that. Bradley Sutton: We're going to that one. Anne: Right now. Yeah, actually, cancel the interview. Let's go there, we go. Yes, of course. Bradley Sutton: Now Anne here is going to ask a lot of the more technical questions, especially those that have to do with enterprise. Now I'm here to represent, kind of like, the voice of the average Amazon seller, and you know, there's some people out there who might not fully know what Amazon marketing stream is first of all. So could you just go ahead and just kind of give a quick elevator pitch for what that is? Teresa: Sure. So Amazon marketing stream is a partner-facing product, and what it does is it provides really granular hourly signals on all our advertising metrics through the Amazon API, and what that means to a seller is that they will be able to get all sorts of insights about their business that normally they would not have known. Bradley Sutton: Okay, all right, I love that. Did you practice this? I didn't even tell you I was going to ask that. All right, cool, cool. How about rapid retail analytics, your other specialty? Teresa: I know I love rapid retail analytics, so Amazon marketing stream obviously totally focused on advertising signals. As we know, so much of what's exciting about Amazon ads is that you got online retail and digital advertising Right, and so rapid retail analytics provides that level of granularity on retail signals, and one of the reasons that's so exciting is that that data used to be available at a daily cadence with a 72-hour lag, so we literally it's almost near real time now, which is a really, really exciting development. Bradley Sutton: Okay, all right. Well, now that I got that out of the way, let me turn it over to the smart one of us too, and for some follow up questions. Anne: Yeah, so I kind of want to double click into Amazon marketing stream, specifically the fact that it was recently released for DSP or it's being extended to DSP. How do you think this will change the way advertisers manage their DSP campaigns now that they have that real time data that we were talking about? Teresa: Well, it's interesting. I think one of the things that I've learned is I've been humbled by our partner's creativity. Right, you know, I was just. I was just telling someone. I joined this team three weeks before Can last year and so I showed up at Can meeting all my partners for the first time, and we had just launched the first version of Amazon marketing stream and I was like this is the coolest product. But what really got me excited was it's a product that we developed based on the feedback we got from partners Like they, they have a seat at the table, they participate in all our betas and our product teams love them, right, because they get like this incredible, you know, they get their hands dirty and they come back and they're like these are the 27 things that are wrong and you need to fix right, which is if you're a product team, that's actually like really helpful, right, so, and what? The thing that's so interesting is like it launched and everyone loved it, but then people are like well, but it only has sponsored products. Right, like, I want more, I want more, I might want more. So I think what's exciting about having ADSP signals in there is that's going to unlock a whole bunch of opportunity around partners that are deep on ADSP Right. Definitely and I think you know, probably a few months from now, we'll have some really interesting case studies, success stories. There's really like almost no end to the creativity of our partners, which is really great because they're such awesome builders. Anne: I agree. I'm curious AMC they not AMS? AMC? I know they get our accurate, our Amazon accurate. I know, there's so many of them Also provides hour by hour data for both DSP and for sponsored ads. Prior to this, especially prior to AMC, but also prior to AMS, this wasn't available for advertisers, so you kind of had to guess when you were running, like day parting or anything along those lines. Do you think the release of the stream data for DSP will eliminate the need for the AMC hourly data? Teresa: Well, I think you got to go back to like what are the use cases that people use other product, right? I think, like what is great about Amazon marketing stream? Right, it's an aggregate, aggregate data pipe, if you think about it, right, and so ultimately that's going to help people build solutions that are evergreen. It's going to help people train AI models right, because how do you train AI models? You need, like, lots of granular signals, right? And whereas the Amazon marketing stream is really about very specific use cases around, like understanding the customer purchase path, understanding incrementality, understanding attribution, so I don't think it's like one or the other, I think it's very like use case specific. Anne: Right. That actually leads perfectly into my next question, which is how you see these two datasets working together with advertisers currently, or how you see in the future that they can work together. Teresa: Yeah. So I think, like what I think is really exciting about partner innovation is, ultimately, I don't think there's ever been a better time to be a marketer, right, like there's that whole age old question about, like I know half my advertising is working, but I don't know which half, and I think we're getting about as close as we're going to get probably in our lifetime, but we're on the cusp of that with a lot of these tools, and so I think the the part about Amazon marketing stream that I think is so exciting is that it will allow the kind of automation that makes brands so much smarter and helps them do more with less. Right, and we're seeing like especially like this year has been an uncertain economic climate for a lot of folks, right, and a lot of a lot of folks are trying to figure out like my budget has been cut or my budget is capped, but I'm being asked to drive more growth Right, and I think, like partners have been able to deliver solutions based on Amazon marketing stream and rapid retail analytics that have really enabled that Awesome. Bradley Sutton: And you had a last question. Anne: I did. It's a fun one. What's your favorite thing about being at conferences like unboxed? Teresa: Oh, it's meeting my partners. You know, I learn so much from from meeting with partners, right, like I said, it's very humbling. The innovation, the creativity, what they teach us about our customers, what they teach us about our products and it's such an incredible learning experience is so energizing. Were you at our our cocktail party last night? Anne: No. Bradley Sutton: I was not. Anne: We had a lot of cocktail parties. I'm sure it was very. Teresa: That was like such a fun buzzing party and I got to meet partners from all over the world. At our award ceremony on Monday we met partners that came from Delhi and it was just really, really exciting. Bradley Sutton: Awesome, all right, well, thank you so much for coming on the show and we appreciate all that you do at Amazon. Teresa: Thank you, thanks guys. Bradley Sutton: All right, we've got Ruslana here. Ruslana, welcome to the show. Ruslana: Thank you, Bradley and Anne, for having me. Bradley Sutton: Are you based here in? Ruslana: New York no, I'm based in Seattle. Bradley Sutton: Seattle. Okay, Seattle was just there for accelerate, lots of rain, but I like. I like Seattle weather a lot. Quick question for you, first of all just how long have you been at Amazon and what is your title there? Ruslana: I'm a vice president of sponsored brands display in TV advertising and I just celebrated my 10 year anniversary Last week awesome, congrats, congrats. Bradley Sutton: now we're gonna go into like what you announced today, but you know something while you were on stage, you also referred to something that was, you know, launched a little bit ago. We're how, now you know, sponsored products can show up on websites like Pinterest and things like that, and one thing that was I have a bad memory, but it was new to me, maybe I knew about it, I guess, didn't know was like it's not just a product that's gonna display, but it'll also show, I believe, like the reviews count and even the shipping time did I, did I hear that right. Ruslana: Well, with sponsor products, our goal is to deliver the same value that Advertisers are getting today by having sponsored products was an Amazon store and some of the critical sort of trusted Amazon attributes, such as reviews, pricing information, as well as Prime delivery promise, are essential elements To helping customers make decisions and actually purchase. So yes you are, you got it right at that. Sponsor products will be containing Kind of product level or Amazon key, amazon trusted information Within these new and exclusive placements across some of these sides to help our advertisers to really go quickly and with ease from discovering something or exploring something to actually purchasing awesome, awesome. Bradley Sutton: That's been. That's been out for a while, but today, when you're on stage, you announce something brand new, and that was sponsored TV. So just give us maybe a quick 30 second, one minute overview of what that is, and Anne has some follow-up questions on that. Ruslana: Well, we see a sponsored TV, tv advertising as a whole, as a critical element of brand-building strategy. That should not be something that Brand cannot do. Any brand of any science should be able to tap into this opportunity and reach these engaged audiences on a big screen In the living room, and so sponsored TV is aiming to accomplish just that. We have worked very closely with our brands and our customers and Backwards from them, to understand what their key pain points have been and why they have not potentially used TV more actively Was in their overall brand-building strategy and, as a result, launch sponsored TV. I'm trying to eliminate three main pain points no guarantee commitments, no spend, minimum creative support and, lastly, access to first-party Amazon, first-party signals. Even when you advertise in TV, powered my machine learning and Right measurement so that advertise and send value, because what we've learned is spend is intimidating, a Lack of the right creative or ability to create the right credit. Just knowing what resonates on such a screen is Hard and intimidating and, lastly, just understanding the value that TV delivers for these brands was difficult. And so, given those three main pain points, that's there. That's why we're sponsored TV. I think to wrap like there is another element right. We at Amazon, we very custom obsessed and in this instance, we have two customers right. We have brands, and we just talked about the value we deliver for the brands, but there's also another key customer, which is the viewers, and for viewers, this is an opportunity to discover diverse collection of brands and products in places where they choose to spend their time. Bradley Sutton: Okay, now I'm just wondering where, like? What kind of placements are these? Are these like, like, like trailers that come up, or are there just actual, you know, banner ads that might pop up while you're watching a TV show? Ruslana: Oh, this is a TV advertising we're talking about, so they are video, so this is not this not sponsored display. Jeff: Yeah. Ruslana: This is video ads and they sponsor TV. Today service was in freebie content. Like I don't know if any of you watch freebie, I do. I love certain shows there, so big fan. So there is freebie content. There is streaming. Do you stream? Do you twitch? Bradley Sutton: Yes. Ruslana: Okay. Well, when you twitch during live streams, that could be. Another opportunity was in. Bradley Sutton: There might be people watch watching this right now on our rebroadcasts of this. Ruslana: People that twitch. This is where the ads would show. And then, lastly, was in a fire TV apps. Bradley Sutton: Okay, excellent yeah. Anne: So it was mentioned that the goal of this campaign, or at least one of the goals, is to make it more accessible to Advertisers who have lower budgets, don't necessarily want to deal with spend minimums etc. Do you feel like there's a lower level of budget sufficiency for running these campaigns, or can it be tested with a small amount of money? Ruslana: Well, we, as I said earlier, right customer obsessed, working back, working backwards from our brands and working backwards for them. I'm really observed that they do want to be able to engage with this audience. Why wouldn't you like if you launched a product that is net new, delightful, on the market? Why wouldn't you want to tell? Like you know, I talked on my keynote about hex glad. I don't know if you don't know, if you have it in your kitchen, but if you don't, I highly recommend. I discovered through our sponsor TV offering the brand and I love the non-stick and also non scratch. Bradley Sutton: Oh no, you had me out when you showed part of the video where it flipped over and nothing Was coming on. Anne: I like that. Ruslana: Very impressive and so at the end of the day, like that is the brand that I'm delighted to cook with every day, and I like my eggs for breakfast. Doesn't matter if it's Monday or Tuesday, Wednesday or Sunday, so in at the end of the day, I think these are the type of brands. They want to engage with the right audience at the right time, and I think this is the right time. Anne: Great. Can you walk us through some of the targeting that will be available with this type of advertising? Most of sponsored ads is keyword basis. That going to be the truth for Sponsored TV, or is it going to be more signal-based behavioral audiences? Ruslana: Well, we always try to help our brands reach the right audiences. So let me Maybe adjust one statement here Most of sponsor brands is not keyword based sponsored products. Keyword based sponsored Products is keywords based. Sponsor brands has keywords Elements in their way and how you express intent. Sponsored display doesn't have that way to express intent. But our aim is to always work with our brands and help them, give them the right tools to express the intent in the best possible way so we can deliver their message and their story in the right place at the right time. So in the case of sponsored TV, the advertisers could use both sort of category based interests and as well as Genre based interest. Bradley Sutton: I've got a spooky brand on Amazon, so like come Halloween season gonna be Maybe throwing some ads on some spooky Halloween shows or horror show. Anne: Perfect, I think we have time for one more question. So I'm curious how do you recommend brands measure success with these campaigns? Do you have specific KPIs that you think you know appropriately measure the success for sponsored TV or anything along those lines? Ruslana: So they reach. Traditional metrics are available similarly how they would be available for any other TV offerings, but in addition, we are sharing branded searches as well as detail page and store page Traffic, and so that is a starting point for the offering. We will continue evolving our metrics and help brands understand the value they're getting out of their sponsored TV offering Wonderful. Bradley Sutton: Thank you so much for joining us today. Ruslana: Thank you for having me and in Bradley.
A fresh set of wheels! Ad Badger's Clement Hynaux sits down with Michael to chat about the new update to sponsored products. They define placement percentages, talk about how you can use this update to improve performance for your campaigns, and evaluate the algorithmic considerations that should be made surrounding the new feature. We'll see you in The PPC Den!
In this episode, we talk to the Co-Founder of the Amazon ads agency Junglr about practical advice and real-world experiences on Amazon PPC, launching products, and more! Get ready to unlock secrets to mastering Amazon advertising with our guest, Elizabeth Greene, an Amazon PPC expert, and a successful work-from-home mom. With her unique blend of personal and professional experience, Elizabeth navigates us through the complexities of Amazon PPC, sharing her insights on launching products and understanding the changes of Amazon PPC then and now. Her first-hand tips are sure to equip you with invaluable tools to thrive in this dynamic marketplace. Plunge right into the challenges of Amazon PPC as we talk about Elizabeth's journey into this industry. We explore the transformation of the Amazon Advertising platform, tackling issues that sellers face including rising costs and adapting to Amazon's updates. Together, we dissect the upcoming changes to broad match and sponsored product ads, and anticipate the potential impacts on keyword targeting and off-platform advertising. If you're looking to understand the complexities of Amazon's advertising world, this episode is a very good listen. As we conclude, we talk about a thorough understanding of video ad optimization and PPC strategy evaluation. Elizabeth helps us decode the elements of a successful video ad and the value of having the product as the focal point. We also uncover the importance of storytelling through data and a collaborative client relationship when choosing an Amazon ad agency. Wrapping up, we leave you with Elizabeth's wisdom to help you calculate advertising ROI, identify competitive categories, and boost your Amazon business' success. Prepare to be enthralled, enlightened, and empowered by this episode! In episode 366 of the AM/PM Podcast, Kevin and Elizabeth discuss: 06:56 - Navigating Amazon Advertising and Data Analysis 18:59 - Sponsored Products and Off-Platform Advertising 21:32 - Difference in Targeting and Expanded 25:36 - Effectiveness of Product Targeting on Amazon 29:01 - Product Selection and Relevancy in Launch 34:42 - Determining Benchmarks for Advertising Metrics 45:28 - Amazon Search Query Performance Data Value 51:12 - Clear Product Focus in Sponsored Video Ads 57:11 - LinkedIn Benchmarking and Search Tips 57:44 - This Week's Words Of Wisdom From Kevin
Get set to sail through the bustling holiday season sales with ease and finesse as we bring you this month's TACoS Tuesday PPC expert, Mina Elias, Founder of Trivium Group. Ready to divulge his invaluable strategies tailored for Black Friday, Cyber Monday, and the entire holiday season, Mina introduces us to the art of optimizing ads. Listen closely as Mina recounts his own experiences and shares the lessons learned from past mistakes to ensure you make the most of your holiday sales. Whether your product is a Black Friday hit or not, we've got the perfect strategies to maximize your sales and click-through rates. Discover the clever technique of adjusting your bids to your benefit and the smart way to maintain your spending within limits. We reveal some hidden gems on best utilizing the holiday season with budget recommendations and crafting holiday-specific ad campaigns. Finally, we get into the world of Amazon DSP, providing insights on increasing conversion rates. Uncover the secrets of the optimal spend and timeframe for DSP, learn about bidding strategies for supplements, and also evaluate the effectiveness of Google ads. As we wrap up, we share some valuable tips on targeting long-tail keywords, setting and increasing bids, and making the tough choice between what ad types are top priorities. Tune in for these expert insights and make the most of your holiday season Amazon sales! In episode 503 of the Serious Sellers Podcast, Carrie and Mina discuss: 00:00 - Black Friday, Cyber Monday, & Holiday Amazon PPC Strategies 00:13 - Amazon Prime Day Feedback 04:01 - Sales And Advertising Strategies for Seasonal Products 04:52 - Bidding Strategy for Holiday Shopping Events 10:53 - Split Testing for Main Images 13:57 - Holiday PPC Budget and Sponsored Campaigns 15:14 - Adjusting PPC Budget for Holiday Season 23:07 - Custom Images in Sponsored Brand Ads 26:53 - Running Amazon DSP 31:42 - Amazon Rank and Bidding Strategy 34:08 - PPC Strategy for TACoS and Keywords 35:09 - PPC Strategy for Improving Conversion Rates ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript Carrie Miller: Today we're talking with Mina Elias from the Trivium Group and he's going to give PPC strategies for Black Friday, Cyber Monday and the holiday season in general. This and so much more on today's episode. Bradley Sutton: How cool is that? Pretty cool, I think. Not sure on what main image you should choose from, or maybe you don't know whether buyers would be interested in your product at a certain price point. Perhaps you want feedback on your new brand or company logo. Get instant and detailed market feedback from actual Amazon Prime members by using Helium 10 Audience Just entering your poll or questions and, within a short period of time, 50 to 100 or even more Amazon buyers will give you detailed feedback on what resonates with them the most. For more information, go to h10.me forward. Slash audience. Carrie Miller: Hello everyone, welcome to another episode of this Serious Sellers Podcast by Helium 10. I'm your host, Carrie Miller, and this is our TACoS Tuesday, where we answer all of your PPC questions. We have an expert guest who's going to help answer all of your burning questions, especially for the holidays. Today on our show, we have Mina Elias, and I'm so excited to have him on. He's an expert in PPC and so I'm going to go ahead and bring him on. Mina: What's up? What's up, guys. Carrie Miller: Thanks again for coming on live with me. I'm so excited you're here. Mina: I know. Thank you for having me. It's been a minute since I've done a TACoS Tuesday. Carrie Miller: Yeah, do you want to just introduce yourself a little bit, so everyone knows who you are, and a little bit about you and your agency. Mina: Yeah, my name is Mina Elias. I'm the founder of Trivium Group, which is an Amazon agency, amazon marketing agency. We handle pretty much everything on Amazon for brands. I started as a supplement brand in 2018, using Helium 10 religiously, of course. I grew and scaled that brand to over a million dollars. It's called MMA Nutrition In 2021, there was a very large demand for people coming to me saying please run my PPC and stuff like that. I ended up starting an Amazon ads agency. Initially it was just Amazon PPC. Now we do PPC, DSP, SEO, creatives, helping brands launch on Amazon all that kind of stuff. I actually worked with Helium 10 on their PPC course. If you are a member of Helium 10, if you haven't checked it out yet, you should definitely check it out. It is a full, thorough course. Me and Vince Montero did it together. It's like beginner all the way to advanced. It's everything that I do in our business for managing ads. I love sharing everything that we are doing and learning. We have about 150 brands under management, 80 people on the team. We're learning a lot every day and Amazon is changing. I know that it's hard. When I started out, it was very hard for me to know what's good and what's not good. I'm here to share my experience and then hopefully it benefits everyone. Carrie Miller: Awesome. Well, thanks so much. I have some questions prepared here for Meena that are more holiday oriented. This should be a really good episode. Here's the first question what is your Black Friday, Cyber Monday strategy? Mina: Cool. I love talking about this because on prime days and Black Friday, cyber Monday, I mean one wrong move and you could end up losing all of your profits. The reason I say this is because that happened to me multiple years in a row, at least two years in a row, where I was following the strategy of spend a lot of money on ads, do deep discounts and then you're going to sell four times more on Black Friday, cyber Monday or Prime Day. I did sell four times more, but I also spend way more and it resulted in me losing money or not making profits those days. There's two categories in which products fall. One category is they do very well in Black Friday, cyber Monday and Prime Day. I'm talking like expensive products, giftable products. You should know your product. If you don't, I suggest that you go into Helium 10 and you can see the performance historically of product sales over time, and I think Bradley did a video on this. It's on my YouTube channel, just Meena Elias. You'll find a video of me and Bradley and he uses X-ray and cerebro to show you historically how has this product sold and if you notice that certain products or you don't know if your product is going to sell a lot and you notice that there's a spike, then you're like, okay, my product might fall into that category of it's going to do really well Black Friday, cyber Monday. So if you're in that category, I'm going to give you the strategy which is leading up to Black Friday, cyber Monday or any Prime Day. You basically want to increase your bids. You know that you're going to do a deal, so you want to increase your bids and get as much rank as you can, because during Black Friday, cyber Monday, you're probably going to have to decrease it a little bit because you might not be able to handle the volume of the spend that's going to happen from all of the additional people coming in onto the platform. So you're initially increASINg your bids 30 days before you know you have a deal coming. The day of, you know the day before, I would say, and then the day of and then day after, you're going to lower your bids a little bit, probably I would say by 10%, nothing crazy and you want to check frequently that you're you know how much your spend is and you want to make sure that it's not out of control. There's also guardrails. I wouldn't do account level budgets, but if you have a software, you know you could do some sort of automation where it's like if you hit a certain spend in that day, then you know, lower your bids or your budgets by certain amounts so you're not overspending Again. Mina: The thing that I learned the hard way was, you know, I would, on average, sell $2,000 a day. The Prime Day came, black Friday, the 7th of Monday came, I sold $4,000, but instead of spending an average of, like you know, 400 to 500, I spent 1,500. And that extra 1,000 or whatever in profit that I was going to make because of the sales, it all went to ads and I ended up not making as much money or losing money. And you know why would I do that? When I'm just like selling more units and now I have to order, you know, more units faster. Now, if you're not in that category, what I would do is you need to have a very focused strategy on organic only. So 30 days prior to Black Friday, cyber Monday, you're going to increase your bids again, but the day before like, or maybe even two days before leading up to the day after those days, I cut my bids by 30%, and we do this across all the brands, so it's a significant cut, which essentially means you know if someone is clicking on your ads, you know they're probably like deep, they're not like window shopping or anything like that. They're probably on page three or something like that. And it's cool because you know people are going to, who are scrolling that much, might be interested in buying. And what I've noticed is, even by cutting our ads by 30%, they will probably our PBC spend will probably be more, like 10% more than what it usually is, but as a result we do get an increased amount of sales. It's not the same as if our bids were high. So we'll maybe sell 50%, 70%, 100% more than what we usually would sell in a day, but you know we'll have our ads spend the same and so all of that difference is net profit. Mina: And so you know, if your strategy is, if you're not the seasonal product, black Friday, cyber Monday type of product, you want to cut down by 30%. But if you are, then you're going to have a deal and you're going to probably only cut by 10%. Those perform exceptionally well for products like that. So we've had giftable products that were 45 and we brought them down to $35. We've had coffee makers that were $300 and we brought them down to like 260 or something like that, to 59. And that coffee maker, I think, did $70,000 in one day, wow, yeah, we had a card brand, a card holder, that did like a million dollars between both prime days. So when you have a giftable product, when you have an expensive product, something that people wait for deals to buy, you can make a lot of money and definitely utilize the deals that you know prime day deals or Black Friday, cyber Monday deals.And then one more thing that I didn't mention for both of those is if you do plan on like showing that you have a lower price 30 to 45 days before Black Friday, cyber Monday or Prime Day, increase your cost, your sale price and let's say you're a $30 product, bring it up to 35 and then, right before you can drop your price back to 30 and it will show that you have had the lowest price in the last 30 days. So, on top of like a deal, it'll show that you have the lowest price, or, if you don't have a deal, it'll show that you have the lowest price, which some people might think that it's a deal. That's essentially what we've been doing. And then another thing to consider is what are the things that you can do to improve your click-through rate during those periods which are going to be your sale price, your main image and your reviews? Those are the top three things that can influence your click-through rate. The higher the click-through rate, the more you're taking advantage of all that traffic that's coming in. Mina: And so, main image, the time to split test this probably now, because you have about a month until Black Friday, Cyber Monday. You know, with price testing, see how far you can go up right now before actually having a significant impact, because then when you go down you can have a deal and you don't have to go down as much. If you raise your price by 20% now and you notice that your sales and your profits are pretty much the same, when you do a 20% off in Black Friday, Cyber Monday, you're going to get all that much more profit because you're having more sales at the same price. And then, if you're at a 4.2 stars, do whatever it takes between now and Black Friday, cyber Monday to hit a 4.3, because once you hit the 4.3 and you have 4.5 stars, I've seen click-through rates go way up and traffic you know, paid and organic significantly improve. And just a note for everyone, higher click-through rates means lower cost per click, that's. I mean, I don't know why that's the case. My theory is that Amazon views higher click-through rates as better experience for shoppers and, as a result, they want to reward you and allow you to spend more money. So if you're looking for one way to get more free sales through organic traffic or more sales at a lower cost, through a lower cost per click, work on click-through rate. Carrie Miller: So would you say, to do the manage my experiments, to do split testing for those main images, or how do you usually split test? Mina: You know, manage my experiments has not been that reliable recently and I updated my main image and I did manage my experiments and I noticed that for one variation it said that the old one is better and then for one variation said the new one is better. So I said you know what? I'm just going to test putting the new one up and I know what my click-through rate has been the last month. Let's see what's going to happen the next two weeks. So I added the new image and click-through rate went up by a lot. Oh wow, yeah, I mean, and it was against kind of what manage my experiments said. So I think the ultimate way to split test is just, you know, use something like you guys have a poll feature right, yeah, yeah, audiences. So use Helium 10 audiences, get some preliminary data and then you know, if you feel a little bit more confident and you're like, okay, cool, like this image is definitely better than my old image, then go ahead and just like test it. Worst case your click-through rate goes down for a couple of weeks. No big deal, you can catch it pretty quick. I would not make any decisions until at least seven days because you need like one full week cycle so you can look at the average of the click-through rates before, average of the click-through rates after and then say, okay, you know, after it's definitely worse, because for me, Monday the click-through rate could be 0.4. Tuesday could be 0.28. Wednesday could be 0.43. You know what I mean. So that's how it just fluctuates. No one knows why. It's human behavior, you know. None of us you know behave in a predictable way Like you know, at least that predictable. So it's okay, like just let a full week cycle go by. Carrie Miller: Do you have some tips Like are there certain things like maybe if you have multiples in a package should you show all of them, or what are some kind of tips you have for those main images that you've seen, kind of better performance on the click-through? Mina: Yeah, great, great question. So for me, I think what I've seen is the sale, the selling points, like the, the USB, the selling point being visible and you showing that you're better than everyone else just from the main image. And so when I, when I put a bunch of you know like products next to each other, my competitors versus me, like I know that I'm looking for a product, not a lot of people take advantage of the text on their, on their boxes or on their products. So, for example, let's say you know you're selling like flip flops, the cloud flip flops, so you can have the flip flops and, and you know, in an angle whatever. Or you can have the flip flops put on top of a box, a fake box, and on that box you have two sides where you can write text and it says, like you know, the softest material on the market or whatever a hundred percent recyclable stuff like that, right, because you can have that text on the box that you couldn't have actually have on your package, and that box probably doesn't exist. You know you're probably shipping it in a, in a clear bag, but no one is going to pay attention to that detail and and you know, at the end of the day, they're going to get your your slippers. They're going to look this, you know they're going to look like slippers. Mina: So for me, my, my product, my electrolytes if you go look at it on Amazon, it's like shinier. There's text on the cap, there's like some different logos that show that actually don't exist on the bottle and when they do get the bottle it looks very, very similar. There's just a few things, and those few things those are the differences that when someone types in a keyword and they're looking, you know they're browsing, I catch their eye because I have, like some elements outside of the product that are eye catching and I have some text on the product that, like they're looking at all like this is an electrolyte powder, so this is an electrolyte powder with no sugar, with no carbs, and it has this and it's made in America and it's all of these things on the label and so they're like they're convinced to click on me without having to read like title or anything like that. Carrie Miller: Wow, that's amazing. Mina: Yeah, they're just心 restoring, etc. You have to get creative in that one, and so just think about what your product is and what are some elements that you can add around the product to make it pop. And then you utilize packaging with text to make your main image an infographic instead of a main. You know, like if you could make your main image an infographic? That's what I'm getting at. Carrie Miller: Very interesting. Okay, thank you for sharing that. That's a really good info. Okay, let's go on to the next question here. Let's see, I think you kind of asked well, this is for holiday season, so how should I adjust my PPC budget for the holiday season? So, in general, like you know Q4, there's more spend. What budget recommendations do you have? Mina: Yeah. So again like if, if, if you don't know historically how much your budget goes up by, what I would do is I would go, I would go into helium 10 and I find the increase in sales you know from my competitors and I would probably budget 50 to 100% like growth in my ad spend based on what I'm seeing. So let's say my competitor goes from selling 100 units a day to 200 units a day during during that season. Then I'm going to take, you know I'm spending $1,000 a day on ads. I'm going to go to 1500 or max 2000. That's kind of my range of of increase in ad spend and I'm obviously going to do it slowly and make sure that my revenue is growing, you know more, so that I'm left with net profits. So that's another point is to make sure that you are tracking your net profits. So net profits is your sale price minus your Amazon fees, minus your cost of goods sold, minus your advertising you know advertising spend and then obviously refunds and reimbursements take that into account and that's your net profit. You know, on Amazon, excluding, like your own, like cost, you know VA's, whatever, that kind of stuff. So make sure that you're measuring that because that's the, the like, the true number of, like how much you're taking home. And as that number, you know, is increASINg, you can increase your, your ad spend. And you know, hopefully, because at the end of the day, like I don't care about selling three times more in Q4. And then you know, my net profits the same. Mina: I'd rather sell four times less and have the same net profit because it's easier on my cash flow. So that's how I would. I would adjust my budgets Now. If you have historic data and you understand how your sales perform, then you can do it based off of your, your sales growth. Again, if, if you're like, not your spend growth but your sales growth, so if your sales have historically gone up by 80%, then I'm I'm, you know, going up by 40 to 80% on my ad spend. I'll start by going up 40% and then notice how much my sales went up, cause if I start going up by 80% and my sales are on the by 60, I'll scale it back down to 40. Because, again, I want to keep that gap big enough so that I'm making more profit, taking more money home. Carrie Miller: That's a really good point. Yeah, profitability is the most important thing at the end of the day. Yeah, another holiday specific one. What are some strategies for creating holiday specific ad campaigns and promotions? Mina: Yeah, so this is. I mean people are not going to like this answer, but every single time I've tried to create anything that's holiday specific has not turned out well. So sponsor products ads work amazing. Every time I start, I try doing a holiday sponsored brand, which is you know the Christmas tree with the products surrounded and you know that kind of stuff like Christmas vibes, I don't know what it is. My theory is that people on Amazon see that as an ad and they're like I don't want to click on an ad but they see sponsor products as like a very like organic thing and they're like oh, I didn't even know that it was an ad so. And then I've tried it with DSP too, and that one was painful because we have to come up with like 16 different sizes for each creator. Carrie Miller: Oh, yeah, yeah. Mina: And so we tried a lot of it and it did not outperform regular you know our regular standard ads so I wouldn't worry too much about you know. Creatives for holidays, okay. Carrie Miller: I've. We've got a lot of questions in here, so I'm going to start pulling up some of these questions from the audience. Um, rick, I hope you said your name right. What is, or what are your rules to stop sponsored campaigns when a keyword does not perform as desired? Mina: Okay, so usually, if I'm, if I'm trying to be aggressive and grow, it is about the same price as my product and no sales. So if I have a $30 product, if I spend $30 in no sales, if it's an auto broad phrase or expanded ASIN, I'm adding it as a negative. If it's an exact, I'm lowering the bids and I'm going to lower the bids consistently until they either stop spending money or they're profitable. But more than likely, you know, they're just going to stop spending money. But I'm just giving it a chance to be on page four and if someone finds it and clicks on it, they're likely to convert. So that's, that's my strategy. If I'm going aggressive, if I'm trying to be conservative, it'll be 30 to 50% of my sale price. So if I have a $30 product, anywhere between 10 to $15 and spend and no sales, then I'm going to add it as a negative or positive. Now, if you notice that there's a lot of those and if you notice that you you know you went in and you're like, okay, cool, $15 and spend in no sales, I'm going to add it as a negative or lower the bids and you do that and you're left with very little and you feel like you know, like it's not your sales, your sales are not there. You probably have a conversion rate problem. So your problem is more yes, kill the bleeding. So $15 and spend no sales added as negative. Stop spending money on it. Mina: You know you can't help it, but focus on your. You know, with your current ads being the same, that your TACoS like gets cut in half by you doubling your conversion rate, because then from there you can start removing some of the negatives and retesting them, or just taking the negatives and relaunching them in newer campaigns and seeing if they're going to be able to get it, and then you're going to perform Cause. A lot of times it's like a balance between conversion rate and ad spend. So here at this ad spend, you know, and this conversion rate, I'm fine. Now, like you know, this conversion rate, now I'm not profitable. So when my conversion rate goes up, I can spend a little bit more. Conversion rate goes up, I can spend a little bit more. It's like a balancing app. Carrie Miller: That's a really good point. You know that. You know you got to look at your listing too. Is it the most optimized, or your images the best they could be? I mean even just your main image, the way you were talking about. You know adding those different things on the packaging, that's um. You know little touches that make a huge difference. So that is really good. You know not all. You know you can negative the keywords, but then you know they might not be bad forever. So it's really good. Mr techie says, PPC strategy help required. Selling a product in Indian market and then I launched it in the US Market. Have 60 plus feedbacks. My ACoS is 150%. I was running exact match, but conversion rate is negative 7%. Mina: So not sure what the question is, but yeah, yeah, can you, can you clarify the question? And then I mean, if your conversion rate is 7%, I mean ACoS really doesn't matter to me Tell me what your TACoS is. That's like maybe gonna be a little bit more indicative. Tell me what your, you know your margin is and what your TACoS is and what your conversion rate is like overall on the listing and I can maybe help you a little bit better. But I mean, if you're, if you just launched, it's more than likely your conversion rate is low. Having 60 plus Feedbacks or reviews, I'm assuming, is not enough. Also, running exact match alone isn't great. You can run broad phrase and exact and auto and expanded ASIN and whatever is working. You know you can keep that and whatever is not working you can pause it or add it as a negative. Mina: And the goal is to you know, across all the different Add types that you have match types and all that kind of stuff, to find just a bunch of winning keywords. You start off, let's say, with a hundred dollars a day in budget and you know you launch a hundred dollars a day worth of ads and maybe ten dollars of those ads are profitable. So the other 90 you're gonna kill and then launch a new 90, and out of that 90 there's 10, and so now you have 20, that's working, 80. That's not working, you know. Kill that 80, launch another new 80, now you have maybe 30, and you know, and so on, and so you're just trying to stack up like More keywords that are profitable and they're working, and then kill the ones that you tested but didn't work out, and again, all of them will work better if your conversion rate is higher. Carrie Miller: Yeah, that's a good point. I think he said something else a little bit. I've already spent over 3,000. My sales are around 1800 through profitability, though Profitability is very low. So I think you kind of gave some good advice there. So so let's see. Bradley has a question. He says are you 100% of the time doing custom images for sponsored brand ads and if so, what kind of images are working well? Mina: Okay. So the one, the one image that I've seen perform really well and yes, I am doing custom images for sponsored brand 100% of the time the one image that I'm seeing work really, really well is Like something like social proof. So people that are on Shark Tank, people that you know, were like featured on, like there was a creative one where it was like the product and then like put on the cover of Forbes, you know, like with a magazine of Forbes, like next to it. We've seen like stuff done with an influencer, like really big influencers Hillary, dove, Halle Berry, you know who are like celebrities. So social proof is what I've seen Works incredibly well and you have to do it in a way where, like it's, there's no like text, so you can't just do like a bunch of like logos and stuff like that. I don't think they're gonna allow that, but that is what I've seen works best. Everything else has worked kind of Okay, you know, like similar sponsor brands in general and you know I hate to say this, but sponsor brands in general, they seem to not perform that well. They seem to just spend more money and not generate sales. So I'm a hundred percent an advocate for sponsor brands for your own branded search terms. But the second that I start going into like sponsor brand for other keywords. What I notice is it's like the people are clicking on sponsor brand and sponsor products, spending money and not and it's not generating any more sales. And we've tried it where our organic and sponsored is low. So there's. You know there's no chance they're coming into our listing and we try and run a sponsored brand and They've. They've done Okay, they haven't done great. Carrie Miller: That's interesting. Okay, the next question how you mentioned in one of your videos that you use same keyword in multiple campaigns, does not, does that not cannibalize the keyword? Mina: Yeah, so the only time I'm using the same keyword in multiple campaigns if they're if the match types are different and it does not cannibalize, and I'll explain why. So when you have a keyword in broad, that keyword triggers 50 different searches, 50 different search terms, right, if it's in phrase, it triggers 20 and if it's an exact it triggers one, and then these are, just, like you know, rough numbers. So it let's say that you know you have the same keyword in broad phrase and exact, this keyword in broad is gonna show one of 50 times. Now, if you have a hundred dollars a day budget in that campaign and a one dollar cost per click, that that means that it's gonna show across those 50 keywords twice per keyword. You know you're gonna. It's gonna, you know, be two times per keyword in 24 hours. And then you know for for the, the like phrase, it's gonna be five times per keyword and then for the exact, it's gonna be whatever, however many times, you know a hundred times for that keyword. That's, if you reach a hundred dollars, they and spend, and so you add that up, right, two times, five times. You know, and let's say, 20 times in 24 hours. They're not gonna compete with each other like there's there's so much time in the day. An ad could be showing up, you know, every minute. So it's like there is. They're usually in different match types, not gonna compete, and if they do happen to show in different times, from my understanding the the one that has the highest bid is the one that's gonna show up. So it's not a big deal. I don't think they compete. I just think like, statistically, you have something that shows up twice in 24 hours, five times in 24 hours, 20 times in 24 hours. What is the chance of them running into each other? Carrie Miller: Yeah, that's true. Okay, so Jeffrey asked what's the minimum amount of Spend needed and the minimum time frame you recommend for running DSP? That's a really good question. I've had this question a lot recently. Mina: Yeah. So I would say 2000 a month is would be the bare minimum and that's just kind of enough to cover like some loyalty or retargeting campaigns. And the minimum like in the first 30 days, that's when you're still getting data, and then in the second 30 days, that's when you're starting to optimize. So within 60 days you should start seeing like the true results. So I would say the minimum at spend would be 2000 and then the minimum you know amount of time should be 60 days, and then 60 days that's if you're like running it with someone, that's like experienced and they know what they're doing. If you're doing it yourself, it's probably it's gonna be longer. You know more, like 120 days because there's a lot of things that you have to tweak to get it Right. But yeah, I mean it doesn't have to be a lot of ad spend. I think you can get retargeting down with 2000. You just have to figure out which Placements work the best. So for me it's been usually Amazoncom, desktop, mobile web and mobile app. Creatives has been responsive, e-commerce has performed the best, and then audiences are Like sometimes 30 days is enough, 30 days retargeting. Sometimes you have to go with like 60 days retargeting. So it just depends on how many people are coming into your listing. For an audience to be created on DSP, you need at least a thousand Unique visitors a month to create an audience awesome. Carrie Miller: Okay, the next one is how are you using the bidding strategy for supplements and are you getting good results? Mina: First for supplements, the way that, like I work, from long to long, tail up, like from from long, like long term, like um, low, low search volume, all the way up because lower search volume are easier to win. And so my strategy is, you know, going to helium 10, I put in my, or I go into, like you know, the search results on on Amazon type in my main keyword, open up X-ray. I pull up the top 10 competitors, launch them in cerebro. Then I set up some settings, so I would say like a minimum of 500 searches a month, minimum ranking competitors seven or eight out of the 10. Um, and then maximum position, 60. Um, and so now it's showing me keywords that are relevant to most of these competitors with decent search volume and they're not ranked a super low. And then from there I have my core list and I take that core list and I start launching. Mina: I launched the big ones initially just to get relevancy and to get a lot of indexing for for a lot of different keywords. I'll watch this broad phrase and exact, but I start with the lower search volume keywords and I put them five in a campaign, one in broad, one in phrase, one in exact, and I'm gradually launching them and I start with a bid that's lower or around the suggested bid. Sometimes the suggested bid is $5. So I'll just start at you know, a dollar or $2. Anyways, and then I can always inch my way up, and so from there I wait and I, you know, I spend and I see what's going on. And then I start inching data up based on like, what's getting um, impressions, um, and obviously, if there's anything that's performing well, I'm spending a little bit more money on it. And I'm basically trying to start like I'm casting a net at the bottom and then coming up, up, up, up, up, until it starts like catching some people and instead of like spending up here, and then I'm like, damn, like this, spending too much money, it's not profitable, and lowering the bids. Mina: I started the bottom and work my way up and then, as I stack the, the long tail ones, it's easier to launch the bigger ones Because they're going to be more costly, but they'll balance out because they they will drive a lot of traffic, but you should have like a decent amount of sales that are profitable coming in first and then then it will work a lot better than if you just start with the broad keywords Um and yeah, and that gets me pretty good results. We're like looking for negative keywords very frequently, making sure that any keyword that spends a certain amount of money with no sales, is added as negative, like if it's an auto broad phrase or expanded ASIN, um, and then all any keyword that's like underperforming bids are lowered. And we're constantly launching new keywords and testing new keywords out. So, going through the search term report, um, you know, twice a week identifying any search term that converted profitably that we're not currently running. I'm not negating it or anything, I'm just taking it out, putting it in its own campaign in different match types to try and double down on those keywords. Carrie Miller: Awesome, all right. Next question Are Google ads still effective? Mina: Yeah, I would say Google ads are still effective. Definitely. I think you're trying to drive cold Google ads to Amazon because you have a lack of attribution. It's very hard to optimize. I wouldn't necessarily put my money there before maximizing uh, PPC and DSP. Carrie Miller: Can you elaborate a little bit more on this strategy for a rank? Do you have to put in specific keywords on your Google ads in order to rank on Amazon for those, or does it just sending Google traffic allow all your keywords to increase an organic rank, Like what? What is the strategy for that? Mina: The strategy is individual keywords. So it's like we'll set up a keyword, uh, in its own campaign and we'll drive traffic to Amazon and we're noticing that the rank of that keyword for us organically goes up and we're tracking it in the search query performance report, um, in terms of like all of everything ranking higher. That works well when we're using influencers. So we've done a strategy where we've hit up a bunch of influencers, like I'm actually going to do this for my new product that I'm launching, um on Amazon. It's like a new, it's like a packets version of my electrolytes, but basically I'm giving it away to a hundred different influencers and what we've seen is like brands that have done that that they've given it away to influencers on Tik Tok and they've like posted about it and made good content. And then people are like looking up the brand name and looking at it on Amazon, like that's really helped improve organic rank across the board. Carrie Miller: That's amazing, thank you, okay, so what's the best way to choose initial bids? Mina: Yeah, so start with suggested bid, you know, and if the suggested bits too high, just start lower and then work your way up. There's like no science behind this. Um, you're never going to nail it. You're just going to start somewhere and then you're going to have to optimize it. You're going to have to optimize over time until you hit the you know, the sweet spot. But I would rather you start lower and work your way up, because if you start higher you're just spending a lot more money faster. Carrie Miller: All right. Next one should broad and phrase match be used in campaigns throughout the product lifetime? I think is what that is. Mina: Product. Okay, so should broad and phrase match type? Yeah, broad and phrase match types should be used forever. They're like different types of keywords. So you have one keyword and you have different match types and those different match types perform differently. So you know, it's like. That's just how it is. Like you can have a electrolyte powder broad, electrolyte powder exact and electrolyte powder broad could do amazing, because inside of electrolyte powder broad there's 40 keywords. You've negative 10 of them that are not doing well, and then there's 30 of them that are doing good, you know. And then electrolyte powder exact is just that one keyword and you know you've optimized the bid as much as you can and it's doing okay, but you know it's spending too much money and not an ecosystem is high, etc. Etc. So you should always use phrase and broad. Yeah. Carrie Miller: Awesome. Okay, and we have some continuation from the one earlier who had 150% ACoS negative 7% conversion rate. He said TACoS are 125%. Current sales two orders a day. Category gift bags. I need PPC strategy for the current situation in helium 10. I see my rank is poor for major keywords. I am tracking. Mina: Yeah, I mean this is. It looks like to me it's more likely a conversion rate problem. When I see TACoS that high, I mean it's not going to be your, because if your TACoS is that high, then great like, pause all your keywords and only keep the ones that are profitable. And if there's like, if the ones that are profitable aren't even making you two sales a day, then yeah, I mean you have a conversion problem. So it because if you fix your conversion rate, then your 125 TACoS could become 50% TACoS and then you'll have more opportunity to get you know, launch more keywords and some of them be more profitable, which will drop your TACoS even further. But it seems, as of right now you're, it's probably a conversion rate problem. Carrie Miller: Yeah. Mina: Sorry, let me just say okay, while you fix your conversion rate, what should you do for PPC? I would say go after a bunch of long tail keywords, start with a very low bid and work your way up slowly and try and catch some profitable keywords. That's, that's all you can do. There's not much else that you can do, right? It's because then, the day you're launching different keywords, you're testing different keywords, some of them need to convert and it's, you know, it's up to your conversion rate. Carrie Miller: Awesome. I think that's actually the last of the questions here, so and we're about, you know, almost at 40 minutes, so we've definitely had a pretty good episode here. So thank you so much for joining us on this live. We really appreciate you coming and giving all this expert advice. I think you just dropped so much information here, so many good tactics that people can start taking into, especially these holiday season times, to help, you know, maybe not overspend and to be more profitable. So thank you so much again for joining and we'll see you again, hopefully another time on TACoS Tuesday, and we'll see you again. Mina: See you later, see you soon, thanks guys. Carrie Miller: Bye everyone.
O, Canada! Michael is joined by Blair Forrest of AMZ Prep and resident Canadian. Blair and Michael chat about diving into Amazon Canada in under two weeks. They discuss the pros and cons of expansion, common misconceptions, and a step by step playbook on how to break into the country's market. We'll see you in The PPC Den!
This episode is a MUST for everyone, and we have a great cliffhanger right at the end for you! Join us for a deep dive into the world of Amazon PPC ads and advertising strategies with our expert guest, Sean Stone! In this episode, we sit down with Sean Stone, the founder of Stone's Goods, a digital marketing agency that's changing the game on Amazon. With Sean's unparalleled expertise in Amazon PPC ads, you'll discover how to dominate your niche and ensure your brand's success on the platform.Sean shares his insider knowledge on structuring your advertising for consistent and predictable results, helping you take your brand to the next level. Whether you're a seasoned marketer or new to the game, Sean's insights will elevate your advertising game.Get ready to surf the waves of digital advertising knowledge with Sean and learn the science behind successful Amazon advertising campaigns. The episode titled "Search Query Performance Deep Dive" provides the answer to the cliff hanger question in the end. Takeaways :Different Reports for Different Purposes: Reports from advertising and search query performance can differ significantly, and comparing them directly is not always accurate. Instead, it's crucial to understand their different purposes. Understanding the Pie: The "pie" metaphor is used to represent the total sales during a specific timeframe. This pie is split into three pieces: organic, paid, and external. Challenges with Keyword Search Sales: A challenge lies in distinguishing between organic and paid sales for keyword searches. The attribution windows for these sales can differ, making it hard to categorize them accurately. Importance of the Search Query Performance Report: To navigate the issues of distinguishing organic and paid sales use the Search Query Performance report. This report helps in understanding which keyword searches are driving results.. Focus on the Bigger Picture: Don't get caught up in determining which keywords generate the most organic or paid sales. Instead, focus on the overall performance of your campaigns. Understanding Profit Margins: You need to know how much you're willing to spend on advertising to ensure profitability. Blending Reports: To make sense of your data, blend different reports like search query performance and top terms. Quote of the Show:In advertising, a structured approach is paramount. Picture this: one product per portfolio, one campaign per purpose, per product, per campaign, per purpose, and one match type per ad group. This strategy simplifies complex scenarios and consistently yields positive results. Structure is the cornerstone of advertising success.Links :email@example.com.Stonesgoods.comLinkedIn: https://www.linkedin.com/in/sean-stone/Want To Level Up Your Business? Register With Our SponsorsViably is the complete financial solution to help e-commerce business owners extend their cash flow through funding. Viably's revenue-based funding programs are designed to provide online sellers with the funding they need to achieve their business goals. Whether you need to increase your inventory or ramp up your marketing efforts, Viably can help you access the capital you need to succeed.Claim your extra $1,500 when you qualify for $25,000 or more in funding. Go to www.runviably.com/legends and start your application today.
Are you Scared Sammy or Aggressive Andy? In this solo episode, Michael walks through takeaways from The Psychology of Money by Morgan Housel, and how those lessons apply to your Amazon PPC Campaigns. He'll discuss the importance of luck, the bias of recency, managing search term reports, different scenarios implementing these lessons through Scared Sammy and Aggressive Andy, and more! We'll see you in The PPC Den!
You want to listen to this episode fully as the best is right at the end. You will walk away with a clear winning strategy to achieve the best possible TACOS that is sustainable and highly profitable.In this episode, we're diving deep into "The Significance of Timing to Drive ACOS That Drives TACOS" with our guest, Alex. With 12 years of experience in the IT field, Alex recognized the untapped potential in the e-commerce industry and founded AMS Pilot. This innovative company aims to address the challenges faced by Amazon businesses using Alex's profound IT knowledge.Join us as Alex shares his journey from IT to Amazon, discussing the birth of AMS Pilot and the development of products designed to supercharge Amazon businesses' profits by optimizing timing strategies. As the visionary leader of the company, Alex is actively involved in product development and maintains an A+ team of Amazon PPC specialists who know the critical importance of timing in ACOS optimization.If you're looking to master Amazon PPC advertising, unlock the power of timing, and boost your ACOS, this episode is a must-watch. Don't miss out on valuable insights from a true industry expert! Takeaways : Balancing Metrics: Striking a balance between ACOS and TACOS is essential. While a lower ACOS is desirable, it's equally important to consider its impact on TACOS. Cutting ACOS aggressively can lead to a drop in overall sales.Optimal ACOS Range: Determining the optimal ACOS range for your specific business is crucial. This range depends on factors such as product margins, business goals, and competitive landscape. It may not be the same for all sellers.Impact of External Traffic: Leveraging external traffic sources (e.g., email campaigns, social media, influencers) to drive sales can positively affect ACOS and TACOS. Amazon rewards external traffic with improved organic visibility.Testing External Campaigns: Before sending traffic to Amazon, assess campaign performance on an intermediary web page to evaluate conversion rates and decide whether to proceed.Quote of the Show:Increase bids before the season to secure top organic positions. While it might affect cash flow negatively, having top spots when the season begins allows for sustained sales without high bidding competition. As others raise bids, aim to lower yours to maximize profits from organic traffic during the season.Links :Website: https://amspilot.com/amazon-ppc-agencyLinkedin: https://www.linkedin.com/company/53400526/admin/feed/posts/Want To Level Up Your Business? Register With Our SponsorsAMS Pilot is a full-cycle marketing agency dedicated to helping sellers skyrocket profits with PPC ads on Amazon. If you are looking for a reliable partner to reveal the product's potential on any market and get maximum exposure for your PPC ads, this unique offer is for you.Sign up to receive a $350 service credit AND an ROI Calculator Spreadsheet completely free.Sign up now!
3..2..1.. Blastoff! Ad Badger Campaign Manager Olena Shmaiun sits down with Michael and shares her six steps for a successful product launch. They break down the launch process into categories including launch phase, long-term strategy, pre-launch prep, and more to make sure your control room is ready for takeoff. We'll see you in The PPC Den!
If you've ever struggled to get your Sponsored Brand Video Ad approved due to this requirement, you're not alone!Don't let campaign end dates on Amazon leave you frustrated and confused. Watch this video now to master the art of setting end dates and take control of your advertising strategy on the world's largest online marketplace!Hit play to unlock the secrets of setting campaign end dates on Amazon and optimize your advertising game today!
Mastering Amazon PPC: Unlock the Power of Click-Through Rates!Are your Amazon PPC campaigns leaving you with questions about click-through rates (CTR)? Wondering if your CTR is up to par? I'm Steven Pope, the mastermind behind My Amazon Guy, and I'm here to unravel the secrets of CTR and guide you toward PPC success.