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Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. In today's episode, we're diving into a topic that's been heating up since Amazon unveiled it at Unboxed last October: using AMC audiences for Sponsored Products. It's a conversation that's gone from a slow simmer to a full-on boil in recent months, and we've brought in two of Acadia's sharpest retail media minds to break it all down: Ross Walker and Carlos Sastre. We'll be exploring where the real impact is showing up, what's working, and what this shift means for the future of Sponsored Search. Tune in to find out more! "I don't care about winning every single eyeball for a keyword. I only care about winning the subset of eyeballs that are most likely to convert, be a high lifetime value customer, or be most likely to purchase multiple products in my assortment. That is the new game that we are moving towards in the future." Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Carlos discuss: Overview of AMC Audiences for Sponsored Ads: The distinction between using AMC audiences in DSP vs. Sponsored Ads. In Sponsored Products/Brand Ads, AMC audiences act as bid modifiers rather than strict targeting mechanisms. Limitations and Current Capabilities: Advertisers can only boost bids for specific audiences, not exclude or exclusively target them. Only one AMC audience can be applied per campaign currently, which introduces campaign complexity. The "crawl, walk, run" approach: Start simple by identifying the campaign goal (upper vs. lower funnel) before layering in AMC audiences. Recommendations to duplicate existing campaigns and layer AMC audiences for more efficient targeting. Strong results from using purchaser and subscriber lookalike audiences (doubling ROAS and improving conversion rates). Cautions against hyper-granular audience building, which may limit scale and statistical significance. Leveraging “out of the box” audiences first before building complex custom audiences. Keep initial testing straightforward, scaling complexity only if justified by results. Notable reductions in CPCs and significant increases in ROAS for test campaigns that adopted AMC audiences. Dual campaign strategy allows efficiency gains without sacrificing overall volume. The introduction of more AMC-style features directly in the Amazon Ads console (e.g., new-to-brand bid boosting). The shift from keyword/product targeting towards audience-based bidding and what that means for campaign architecture and ROI. Amazon's continued pace of innovation in ad products enables proactive brands to gain an edge. The future of advertising on Amazon involves refining audiences beyond keywords, focusing spend on high-value customers. The importance of adapting campaign strategies to stay ahead as the platform evolves.
In the second episode of The Four Pillars of Amazon mini-series, Destaney and Gabi discuss the fast growth of Amazon Advertising. They look back on how much CPCs have grown over the past several years, especially with how they have increased their competitiveness on the platform and the need for strategic ad investments.Focus of This Episode:Why brands willingly pay for premium CPCs and how to maintain profitability despite rising ad costs.The importance of moving beyond isolated search strategies to adopt a holistic, full-funnel approach.Leveraging Amazon Marketing Cloud (AMC) for advanced audience targeting, optimizing your advertising spend, and enhancing campaign efficiency.How creative advertising formats on Amazon (like Sponsored Brands Video, Sponsored Display, and streaming placements) can significantly impact your brand's performance.The critical role of external traffic sources and multi-channel touchpoints in maximizing overall brand conversion rates.Connect with Destaney on LinkedInhttps://www.linkedin.com/in/destaney-wishon/ Connect with Gabi on LinkedInhttps://www.linkedin.com/in/gabriellaviljoen/ See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Great images. Strong copy. Positive reviews. But… still not converting? It's happening everywhere. In this episode, Daniela Bolzmann (Founder of MindfulGoods.co and speaker at Amazon Accelerate 2024) breaks down why most Amazon listings are failing in 2025 — and what top sellers are doing differently. DANIELA'S FREEBIES: Premium A+ Content 2 free tutorials: https://mindfulgoods.co/brand-story-magic Best performing product images Swipe File: https://bit.ly/mindfulswipes You'll learn how AI is reshaping content strategy, how Rufus is changing the buyer journey, and the image testing method that tripled sales for brands you know.
Today, Hunter was joined once again by Anthony Benedetti, Chief Counsel of the Massachusetts Committee for Public Counsel Services. This time, Hunter and Anthony dive into what can be done about the low hourly rates for CPCS's contract counsel and how recent courage from the bench and the state house gives them hope that those pay increases are in fact possible. Guest Anthony Benedetti, Chief Counsel, Massachusetts Committee for Public Counsel Services Resources: CPCS Website https://www.publiccounsel.net/ Listen to my first episode with Anthony Here https://open.spotify.com/episode/3OxwnFFjrC1ruJPSDFywp5?autoplay=true Contact Hunter Parnell: Publicdefenseless@gmail.com Instagram @PublicDefenselessPodcast Twitter @PDefenselessPod www.publicdefenseless.com Subscribe to the Patron www.patreon.com/PublicDefenselessPodcast Donate on PayPal https://www.paypal.com/donate/?hosted_button_id=5KW7WMJWEXTAJ Donate on Stripe https://donate.stripe.com/7sI01tb2v3dwaM8cMN Trying to find a specific part of an episode? Use this link to search transcripts of every episode of the show! https://app.reduct.video/o/eca54fbf9f/p/d543070e6a/share/c34e85194394723d4131/home
Levanta Shift Calculator -
Amazon Marketing Cloud (AMC) is the most powerful tool you're not using. In this deep dive episode, Norm Farrar is joined by Mansour Narouzi of Incrementum Digital to break down how the smartest Amazon brands are using AMC to gain a competitive edge, unlock hidden customer data, and build powerful ad strategies using real insights. Whether you're a 7-figure seller or just getting started with DSP, this is your no-fluff, straight-tactics guide to understanding and using AMC — in plain English.
This week on the Autism Little Learners Podcast, I'm resharing one of my favorite episodes with Destiny Huff — and trust me, if you missed it the first time, now's your chance to tune in! We dive into all things IEPs — with a focus on accommodations and modifications that are truly neurodiversity-affirming. I know so many of us are working hard to write IEPs that are strengths-based and aligned with our values. This conversation will leave you inspired and more confident in doing just that. Destiny also shares such powerful insight about partnering with advocates. Instead of viewing them as adversaries, how can we team up and work toward shared goals?
Trump's new tariffs are crushing seller margins and confusing even the most advanced Amazon operators. But while most sellers are panicking, smart brands are pivoting. In this episode, Norm Farrar is joined by Dan Ashburn, co-founder of Titan Network and operator of $100M+ in Amazon brands, to break down exactly what sellers need to do in the short and long term to navigate tariffs, protect their cash flow, and gain market share while others retreat. This is your full game plan to survive — and thrive — through the chaos. _________________________________ This episode is sponsored by Levanta: Most sellers rely on ads to grow. But lately, that growth comes at a higher price. ROAS is inconsistent. CPCs are rising. And scaling often means overspending. Levanta's Affiliate Shift Calculator helps you explore a smarter mix—by modeling what would happen if you reallocated a portion of your ad spend into affiliate marketing. It's a free, expert-built forecast based on your own inputs—not guesswork.
Most brands obsess over acquiring new customers... But what if the real money — and sustainable growth — is hiding in the customers you already have?
Most companies take weeks to launch personalized B2B ads. I did it in five minutes—without AI. One campaign re-engaged a ghosted lead, got their CMO's attention, and closed the deal fast. Some companies using this are slashing CPCs by 50% and doubling engagement. The arbitrage is now—before everyone catches on. TIME-STAMPED SHOW NOTES (00:00) The Evolution of Advertising (02:48) Personalization at Scale (05:06) The Future of Marketing with Technology To suggest a topic, comment your idea on the Leveling Up with Eric Siu YouTube channel. For more content from Eric, check out the Marketing School YouTube channel and the Leveling Up newsletter. Connect with Eric: Single Grain
In this episode of the Tomorrow's MSP® Podcast, host Alison Webster, MBA, CPCS, CPMSM, CPHQ, FMSP, and guests Liz Ingraham and Matt Shick discuss international medical graduates (IMGs) and their pathway to licensure in the U.S. Liz and Matt share insight on Educational Commission for Foreign Medical Graduates (ECFMG) certification and the important role of IMGs in U.S. healthcare. Tune in as they inform listeners of recent developments in state licensure pathways that impact credentialing processes.https://www.namss.org/ | https://www.namssgateway.org/ Learn more about ECFMG Certification here.Find the Advisory Commission on Additional Licensing Models Guidance Document here.View a map of states with enacted and proposed additional pathway legislation.
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Aman Advani is an innovator, entrepreneur, and the driving force behind Ministry of Supply, a brand redefining comfort in professional clothing. As the CEO and Co-Founder, he has fused engineering, technology, and fashion to create apparel that is soft, stretchy, and wrinkle-free—without the need for dry cleaning or ironing.Before launching the Ministry of Supply, Aman built his career in management consulting at Deloitte and TechnoServe, developing a sharp eye for problem-solving and operational efficiency. Armed with a BSIE from Georgia Tech and an MBA from MIT, he turned his passion for performance-driven fashion into a thriving brand that has earned recognition from Fast Company, NASA, and Guinness World Records.Today, Aman is on a mission to engineer the future of apparel. Under his leadership, Ministry of Supply has perfected the balance between comfort and performance, pushing the boundaries of wearable technology, supply chain innovation, and customer-first branding. As the retail landscape shifts, he's proving that science-driven design isn't just a trend—it's the future of fashion.In This Conversation We Discuss:[00:39] Intro[01:18] Turning DIY fixes into a scalable business[02:58] Launching a Kickstarter to validate demand[03:36] Refining the product through 14 iterations[04:19] Struggling with a supply chain built for 30K[04:56] Handling the chaos of rapid demand[05:53] Prioritizing backers over new sales[06:51] Embracing feedback to improve the product[08:01] Building a website before Shopify took over[08:59] Regretting early diversification too soon[10:12] Episode Sponsors: StoreTester and Intelligems[13:25] Defining what makes fashion timeless[15:22] Lessons from switching platforms[16:13] Optimizing analog strategies for digital growth[18:00] Why great products outlast trends[19:42] How supply chain strategy drives growth[21:12] Balancing art and science in retail[21:47] Why personalization is the next big shiftResources:Subscribe to Honest Ecommerce on YoutubePerformance Clothes for Work ministryofsupply.com/Follow Aman Advani linkedin.com/in/amanadvaniBook a demo today at intelligems.io/Done-for-you conversion rate optimization service storetester.com/If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
Unlock the secret to healing from betrayal as Eddie Caparucci, a seasoned counselor, guides us through the transformative power of inner child work. Gain insights from Eddie as he unravels the intricate tapestry of trauma, betrayal, and recovery. Eddie's latest book offers a lifeline to those grappling with the pain of infidelity, drawing connections between unresolved childhood wounds and present-day struggles. Together with his wife, Teri, they illuminate a path towards reclaiming one's sense of self and emotional resilience. Join us as we explore the profound impact of childhood experiences on our responses to betrayal. Eddie shares his expertise on identifying core emotional triggers and how these can magnify the hurt of infidelity. By acknowledging the inner child, betrayed partners can begin the journey of healing and learn to separate raw emotions from rational thoughts. With compassion and understanding, this episode shines a light on the complex journey of recovery, empowering listeners to manage emotional distress more effectively. In this episode, you will hear: Eddie Capparucci discusses healing from betrayal using inner child work, linking unresolved childhood trauma to current emotional issues. Exploration of betrayal and trauma intersection, offering insights on separating emotions from thoughts for recovery. Strategies for finding inner strength and resilience after betrayal, focusing on self-empowerment and understanding pain. The importance of community support and therapy for managing distress and rebuilding trust. Discussion on identifying emotional triggers and addressing past wounds for recovery and better relationship decisions. Insights on maintaining healthy relationships by understanding childhood impact on adult emotions and behavior. Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Supporting Resources: https://abundantlifecounselingga.com/ NovusMindfulLife.com Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com Let them know we sent you. Learn more about your ad choices. Visit megaphone.fm/adchoices
In this episode, we revisit the classic Research, Peel, Stick & Block (RPSB) strategy with Clément Hynaux, campaign manager at Ad Badger. Originally introduced in 2018, we break down how it has evolved over the years, whether it's still relevant in 2025, and how to adapt it to modern Amazon PPC practices. We dive into campaign structure, which is much more complex than it seems, and discuss why it's more like "vegetables"
In This Episode:Host Bruce Richard sits down with Shira Diner to explore:How BU Law's Defender Clinic gives students hands-on experience with real clientsThe biggest challenges and misconceptions law students have about public defenseStrategies for developing confidence and resilience in the courtroomThe importance of mentorship, networking, and work-life balance in the legal fieldFeatured Guest:Shira DinerLecturer & Clinical Instructor, BU Law Defender ClinicFormer Director of Associate Development & Recruitment, Todd & Weld LLPFormer public defender with CPCS for 17 years, including as a supervising attorney in the Criminal Defense Training UnitPresident of the Massachusetts Association of Criminal Defense LawyersFormer adjunct clinical professor at Suffolk Law, where she created and ran the Innocence ClinicAppointed by Governor Charlie Baker to the Massachusetts Sentencing CommissionDon't Miss:Shira's advice for law students and new lawyers navigating their first casesHow mock trials and experiential learning build better attorneysWhy Legally Blonde holds a key lesson for cross-examinationsLinks and Resources:MCLE Online PassBU Law Defender ClinicMassachusetts Association of Criminal Defense Lawyers Connect with us on socials!Instagram: mcle.newenglandBluesky: mclenewengland.bsky.socialLinkedIn: Massachusetts Continuing Legal Education, Inc. (MCLE│New England)Facebook: MCLE New EnglandX (Formerly Twitter): MCLENewEngland
In this episode, host Alison Webster MBA, CPCS, CPMSM, CPHQ, FMSP, spoke with Rachael Kahny about her experience educating and preparing future medical practitioners on what to expect before they can begin practice. Get a behind-the-scenes look at her work with residents and new APP graduates, and learn more about the importance of ensuring healthcare workers are properly educated on credentialing and privileging processes. *Episode* *NAMSS Websites*https://www.namss.org/ | https://www.namssgateway.org/Find NAMSS leadership and instructor opportunities here.
Your Feminist Buzzkills are BACK, BABY!! And we've got marching orders for the year ahead. Look, no one needs a crystal ball to know that 2025 is going to SUCK ASS. With the inauguration of the Queef-in-Chief, the confirmation of the cabinet of blunders, and the March For Life, this inauspicious start to the year bears grim tidings. As always, your Buzzkills GOTCHU on what to keep your ears and eyes peeled not just for the next 300+ days, but also the abobo tea from this week! From updates on the trash act for “abortion survivors” to which state government has proved to hate abortion the MOST. Plus, Moji unpacks just how intense the approval for medication abortion was, which should shut down the anti-abortion ass clowns–but it won't. So we live to podcast another day. GUEST ROLL CALL! Joining us to lay out how sham, FAKE clinics will quickly become the epicenters of evil is researcher, comms, and data guru at the Women's Law Project Tara Murtha. PLUS, what do REM's “Fables of the Reconstruction” and abortion have in common? Rock legend Jason Narducy hops in the mix and chats with us about his tour with Michael Shannon and how Abortion AF is a part of it all! Yes, a bunch of white guys are actually doing something cool to support abortion access! It's a whopper of a way to start a new year, but we'll be here with a dose of hope and a box of abortion pills through it all. Times are heavy, but knowledge is power, y'all. We gotchu. HOSTS:Lizz Winstead IG: @LizzWinstead Bluesky: @LizzWinstead.bsky.socialMoji Alawode-El IG: @Mojilocks Bluesky: @Mojilocks.bsky.social SPECIAL GUESTS:Tara Murtha IG: @womenslawproject Bluesky: @womenslawproject.bsky.socialJason Narducy IG: @jasonnarducy Bluesky: @jasonnarducy.bsky.social Threads: @jasonnarducy GUEST LINKS: Women's Law ProjectWLP Action AlertsMichael Shannon & Jason Narducy TourSplit Single LinktreeVerböten Linktree NEWS DUMP:Senate Republicans Introduce Born-Alive Abortion Survivors Protection ActArkansas Takes Top Spot as the Most Pro-life StateMississippi Bill: Life in Prison for Aiding Teen AbortionsIs Ken Paxton the Boss of New York?FDA's “Belt and Suspenders” Approach to Mifepristone Approval EPISODE LINKS:CALL/TEXT BIDEN TO PUBLISH THE ERA: 202-456-11111/18 JOIN US: The People's March in Minnesota 1/22 CALL TO ACTION: Feminist Women's Health Center's Winter Thankathon ADOPT-A-CLINIC WISHLIST: Choices Rising Clinic 6 Degrees: Coors Light Changes Its Name for the Worst Monday of the YearSTREAM: No One Asked You on JoltOperation Save AbortionSIGN: Repeal the Comstock ActEMAIL your abobo questions to The Feminist BuzzkillsAAF's Abortion-Themed Rage Playlist FOLLOW US:Listen to us ~ FBK Podcast Instagram ~ @AbortionFrontBluesky ~ @AbortionFrontTikTok ~ @AbortionFrontFacebook ~ @AbortionFrontYouTube ~ @AbortionAccessFrontTALK TO THE CHARLEY BOT FOR ABOBO OPTIONS & RESOURCES HERE!PATREON HERE! Support our work, get exclusive merch and more! DONATE TO AAF HERE!ACTIVIST CALENDAR HERE!VOLUNTEER WITH US HERE!ADOPT-A-CLINIC HERE!EXPOSE FAKE CLINICS HERE!GET ABOBO PILLS FROM PLAN C PILLS HERE!When BS is poppin', we pop off!
Steigender CPC? Keine Panik! In dieser Folge erklären dir Florian und Mareike, wie du dem Cost per Click die Stirn bieten kannst. Erfahre, wie er sich in den letzten fünf Jahren entwickelt hat und warum er gestiegen ist. Die Vitamin-A-Hosts teilen ihre besten Strategien, um auf die wachsenden Klickkosten gekonnt zu reagieren, mit dir und erklären, warum ein steigender Cost per Click nicht unbedingt schlecht sein muss.Alle Themen der Episode im Überblick: Amazon News der Woche (04:12)So hat sich der CPC in den letzten 5 Jahren entwickelt (07:40)Warum ist der Cost per Click so gestiegen? (12:00)Mit diesen Strategien kannst du auf die steigenden Klickkosten reagieren (15:37)Darum ist ein steigender CPC nicht immer schlecht (30:48)Du bist dran: Die Hörerfrage (33:33)Zusammenfassung und Fazit (37:06)Links & Ressourcen:Budgetlimits und Strategien für mehr UmsatzWie viel darf ein Klick kosten?Der Ultimative Amazon PPC Expert Guide Fragen & Anregungen:Hintergründe sowie weiterführende Informationen zum Podcast findest du unter: https://www.adference.com/podcast-vitamin-aFür Fragen und Feedback komm in unsere Discord Community: https://adference.com/discord oder schreib uns: vitamin-a@adference.com
Nyleen Flores, CPMSM, CPCS, Chief Executive Officer, Total Surgery Center joins the podcast to discuss key insights into her background & Total Surgery Center, trends she is keeping an eye on in the ASC space, her excitement surrounding the expansion of her organization, and more.
In this episode, our expert guest answers your Amazon PPC questions. Learn how a seller scaled from $200K to $4M during Black Friday and Cyber Monday. Get actionable tips to optimize holiday sales and achieve remarkable growth! In this episode, our expert guest answers your Amazon PPC questions. Learn how a seller scaled from $200K to $4M during Black Friday and Cyber Monday. Get actionable tips to optimize holiday sales and achieve remarkable growth! ► 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 What if you could transform your holiday sales from hundreds of thousands to millions? Destaney Wishon of BTR Media, our expert guest, reveals the art of crafting your own demand and skyrocketing sales with strategic off-platform investments, such as TV and video ads. We dissect the tactics that took one brand from $200,000 to a whopping $4 million, focusing on differentiating branded and non-branded sponsored product campaigns, and structuring these campaigns based on search intent to maximize their impact. We also break down Amazon advertising strategies for those looking to boost performance and profitability. Discover how to make the most of tools like the Search Query Performance report and Amazon Marketing Cloud for comprehensive insights into conversion rates. Learn to balance profitability with traffic through dual campaigns, explore the potential of DSP for bigger budgets, and navigate the nuances of keyword targeting. With Destiny's insights, you'll be equipped to optimize your strategies using metrics like TACoS and tools like Helium 10 Adtomic for periodic assessments. As we explore the intricacies of Amazon PPC campaign optimization, we cover everything from keyword volumes to match types. Learn how to effectively manage budgets with keyword volume, and understand the importance of automatic and manual campaigns, especially for new product launches. We also touch on the importance of influencer collaborations and product targeting to improve conversion rates in high window-shopping categories. Join us as we conclude with a special Q&A, where Destiny continues to share her expertise and engage with our community. In episode 625 of the Serious Sellers Podcast, Carrie and Destaney discuss: 00:00 - Strategies for Amazon Holiday Sales Success 00:35 - Welcome to TACoS Tuesday 06:17 - Optimizing for New Product Launch Strategies 10:26 - Optimizing Amazon PPC Campaigns for Higher Sales 16:56 - Amazon PPC Campaign Optimization Strategies 17:57 - Optimizing Keyword Match Types in Campaigns 21:14 - Influencers and Organic Sales on Amazon 27:02 - More Q&A and Follow-Up Questions Transcript Carrie Miller: In this week's episode of the Serious Sellers podcast, we have expert Destaney Wishon with us and she's answering all of your questions, and we're going to be talking a little bit about Black Friday and Cyber Monday and how one of her clients actually went from $200,000 to $4 million this holiday season. This and so much more on today's episode of the Serious Sellers podcast. Bradley Sutton: How cool is that? Pretty cool, I think, think. 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. Well, that's a completely BS-free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world, and this episode is our monthly live TACoS Tuesday show, where we talk about anything and everything Amazon and Walmart PPC and advertising related with different guests, and today's host is going to be Carrie Miller. So, Carrie, take it away. Carrie Miller: Hello everyone, Welcome to TACoS Tuesday. We have our expert guest here, Destaney Wishon. Thanks so much for joining us, Destaney. Destaney: Happy to be here. Very excited. I mean the chaos of the holidays Black Friday, Cyber Monday, what better time to get all your questions in? Carrie Miller: Yeah, exactly. Destaney: On our end, almost across the board, we saw Amazon's extending this holiday period, you know, taking some pressure off of their shipping for two days. So for the first time ever. You know, if we're just comparing Black Friday to Black Friday, year over year, this Black Friday was a little bit lower, but the overall holiday period was up. I don't know if consumer sentiment around shopping is higher, but sales were almost incredible and I would say our ROAS was pretty in line. We had one brand go from $200,000 to $4 million in sales month over month. It's obviously a giftable item, but it was pretty crazy to see that. So it's been really strong now. Carrie Miller: Oh, that's amazing. Destaney: Didn't run deals whatsoever. You did nothing for lead-in CPCs are up and your sales weren't that much stronger. But for the brands who leaned in, they did fantastic. Carrie Miller: That's amazing, was there a specific strategy you think that they changed, because that's a pretty substantial jump. Destaney: They did a fantastic job. And this is kind of the new topic I've been coining in my training is when you list on Amazon, you're just capturing the demand. Amazon's doing all the work. They're driving the people that are searching for your product. You're just, you know, you got a little bucket and you're capturing it. Carrie Miller: Yeah Destaney: What they did incredible was they created their own demand, so they went off platform, they invested in TV and video and they educated their customer based on why they need to buy their product. So when Black Friday, Cyber Monday came along and they typed in their search term, they stood out in the page because the customers were already familiar with their products. Carrie Miller: Wow, that's, that's pretty incredible. Yeah. Destaney: Yeah, it was insane to watch. Carrie Miller: I was. I've been curious about the tv ads and how. You know how those are going for people, so that's sounds like they. You can do a really good job with them, depending on- Destaney: 100%. We're seeing a lot of success. It's also just like rewiring your brain. I think a lot of brands are spoiled because sponsor products are so successful. But I'm like, of course they're successful, a customer's already planning on buying you. You didn't do any work, you just fit on a keyword. Like Amazon did the work of bringing people on the platform. Carrie Miller: Very true, so would you like to get on and start answering some of the questions from the audience? Destaney: Let's do it. I mean, typically these run over, so we might as well start strong. Carrie Miller: Well, yeah, okay, this is from Spencer, and he says What is considered best practice for branded sponsored product campaigns. Do you make a separate campaign for each SKU or do you make one campaign and put all the SKUs in it? Destaney: It kind of depends. Your branded searches aren't always the same, right, if someone's typing in Coca-Cola Diet Coke versus regular Coca-Cola, you can change your strategy. So we segment based off search intents. We almost always separate branded versus non-branded, like that is table stakes. You have to separate branded versus non-branded campaigns. But when it comes to lining up your SKUs, we depend on search intent. But also from a reporting perspective, it's sometimes nice to break out into single SKU campaigns because then you can look at your TACoS per brand and you can say you know SKU A is doing really well. Maybe I should increase my branded search investment on this SKU and increase my budget on that campaign while pulling back on my branded investment for SKU number two. Breaking out into single SKU campaigns as a whole just makes it really easy to control your budget distribution if you have good naming and good organized campaign structure. Carrie Miller: Daniel says afternoon. Is there a I think it's morning for me, but afternoon probably for you guys Is there a golden ratio of CTR to CVR for measuring effectiveness of ad campaigns? Destaney: I'm not going to give a golden ratio per se because it's really dependent on category. Click-through rate's also really difficult because it depends on things like pricing and reviews. So your advertising is going to be influenced by that. Same for your conversion rate, but your conversion rate. You can figure out what your category is converting on really easy using tools in Adtomic or using the search query performance report and clearly see using brand metrics. Hey, my category is converting at 20%. You should be converting better than category average, like that's kind of the standard. If you're going to increase your ad investment, you need to be converting better than category average. That being said, again, it's also dependent on search intent. Probiotics is going to be a lot more expensive than probiotics for kids back to school, right? So you can't just blanket look at your conversion rate across the board. You have to understand intent. Carrie Miller: Awesome. Okay, let's go to Joshua. He says if you came to Helium 10 from an agency and had hundreds of their old campaigns in your account, what is the best practice? Should I delete all of the non-performing campaigns and start over? I am not sure how to proceed. Destaney: Great question. No matter what software you're transitioning to or an agency you're transitioning to, we don't ever recommend just pausing everything and hard stop. It's really bad for relevancy and it's difficult for the transition. What we do recommend doing is pulling your search term report for the last 60 days. Pull out all of your keywords that are successful and build them out into the new structure that you want to move forward with using the new software and then slowly rolling those out at the same time. As your new campaigns pick up traction, you can slowly pause out your old campaigns that are maybe a bad structure or maybe they're a weird single keyword structure that you don't want to move forward with. You slowly transition them over. First thing pull all your good keywords. Second thing pause all your bad keywords. Third thing slowly launch and transition your budgets over from old to new. Carrie Miller: What are the best practices for 2025 for new product launches. What's changed? I mean, I don't know if that's in regards to that's what I would put it, as I think. Destaney: I mean I don't know if that's in regards to me, but I would put it as yeah, I think quite a few things have changed. In terms of product launches, I would say driving external traffic is still doing really, really well and something that I think needs to be leaned into. A lot of brands cannot afford the CPCs in the category on a product that has zero reviews, so any way you can use external traffic that's maybe a bit cheaper to get your reviews up before leaning really heavy into Amazon advertising is a little bit more profitable. I would also say we're seeing this transition to creative matters so much more. So, making sure your click rate and conversion rate is good with your main image, but on the Amazon advertising side, really focusing on your sponsor brands, your sponsor brands video, your headline search ads, anything that makes you stand out on the Amazon advertising side. Really focusing on your sponsor brands, your sponsor brands video, your headline search ads, anything that makes you stand out on the page, because when you're launching, you don't stand out on the review perspective, so find unique ways to stand out within the search results. Carrie Miller: My product launched in October and I'm struggling to get sales. I've been using auto and manual campaigns, spending between 30 to 50 per day on a $20 product. I've launched the product in another territory where it's selling well. So feel confident with the product and listing. Any suggestions? Destaney: Yeah, so I would say the first thing is to look at the keywords and really make sure they're the right keywords. Type them into Amazon. Do you see similar products? Once you see similar products, are those products priced at the same as you or are they cheaper than you? Do those products have a lot more reviews than you? Figure out the competitive advantage that they may have over you and improve your listing in that way. On the advertising side, it's really as simple as again looking at the keywords and trying to expand the keywords in which you have that competitive advantage and then optimizing your bids to make sure you can be profitable. The biggest thing, though, I would say, is understanding that competitive advantage. When you type in your main keyword, what do your competitors look like? What's the price? What's the reviews? Is the main image different? Carrie Miller: And the next question is from an Elite member of ours. Hi, Andrew. For SB product collection campaigns we find basically all our sales come from top of search. Is that common? Also, is it worth spending time bidding on other placements for those campaigns? Great question. Destaney: In general, I would say it is common. If you think about how the search results are set up on desktop and mobile, what is the biggest ad on the page? It's the sponsored brand top of search ad. The headline ads, the sponsored brand ads on the product detail page are typically video. It's not typically product collection, it's sometimes store spotlight and video. The only other sponsored brands that show up on page one are way down in the middle of search, sometimes the bottom of search. So this is very typical, not surprising. You can bid on the other placements. It's not going to drive a huge difference. Just know that the majority of your traffic and visibility comes from top of search because that's where all of the customers are clicking and viewing before they scroll down the page. Carrie Miller: All right. The next one is from Keith. He says my BSR is improving and my PPC is converting. However, the organic ranking for my main keywords are not improving much. Any advice on how to improve rank? Destaney: Yeah, the two biggest factors that you can then break down is sales velocity or conversion rate. So again, figure out your category conversion rate. That's super easy with brand metrics, insights and planning or Helium 10 Adtomic, it's Amazon given data, it's first party data. So look at brand metrics. If you're converting lower than your category, you're going to need to drive a lot more traffic to your category, so you're probably going to need to spend more in order to improve that organic rank. On the flip side, let's say that you are spending more than the category or driving more in the category. Then it comes down to again like improving that conversion rate. It's traffic or conversion. Those are the two levers you really need to consider. So again, traffic the easiest thing to do is spend more it's not always the best answer or improve your listing and convert better, so that way you can easily spend a little bit more. Bradley Sutton: Did you know that just because you have a keyword in your listing, that does not mean that you are automatically guaranteed to be searchable or, as we say, indexed for that keyword? Well, how can you know what you are indexed for and not? You can actually use Helium 10's index checker to check any keywords you want. For more information, go to h10.me/indexchecker. More information go to h10.me/indexchecker. Carrie Miller: Hello, 80 to 90% of my PPC campaigns coming from SBV. I see the CPC and SBV a lot lower than sponsored. I am thinking to double down on I'm assuming that's sponsored brand video and let the SP sponsored on the second plan. Would that be a good way of going? Destaney: This is. I'm not going to say this is wrong, but this is really really unusual to see because on page one there's one sponsor brand video ad, so it's very limited in terms of advertising inventory. On page one there's 15 to 20 different sponsor product camp placements, so almost actually across the board. As an agency with over $100 million in spend, 70% of sales almost always come from sponsored products because they have more real estate and inventory on the page than anything else. Very unusual. Also, sponsored brands view can get competitive really fast because since there's only one placement on page one, when everyone starts increasing bids for that placement, you can kind of lose control as CPCs go up and you're going to lose a lot of your sales velocity. So I love sponsored brands video. It's a great format, but it's very, very limited in terms of advertising inventory and you should be investing more in sponsored products. That is, across the board, the highest sales driving tactic because there's so many more sponsored product placements than anything else. Carrie Miller: Keith says or asks what is the best way to check my conversion rate versus competitors on keywords? Destaney: I would say your search query performance report is probably like one of the easiest ways as a whole to look at search query performance. It's not specifically related to advertising. When you're specifically looking at advertising, you can't compare directly on the keyword level. You can look at it at the subcategory level but you cannot see directly on the keyword level. You have to use SQP and then overlay it with the rest of your data. Carrie Miller: How can you measure the effects of having a loss leader to help bring in additional traffic into your brand or variation listing? Destaney: Great question. I would probably dive into AMC for a lot of that. AMC is going to help you understand if someone clicks on one product, do they then end up buying another product? That's the easiest way. Without that, you could probably use depending on where you're advertising the sponsor product to advertise product report to see if people are clicking on one and then buying another. That's a really easy way to justify. It's just limited to only your advertising data where, if you use the appropriate AMC report, then you're gonna be able to see all of your organic data and that's gonna help you understand much better. Carrie Miller: My sponsor campaigns are doing well when I have a lower bid. Whenever I raise my bid to try and get more juice out of them, my budget gets blown and they become unprofitable. Do you know what I should do in order to make this work for me? Destaney: There's really no perfect answer here. I mean is the balance that is Amazon advertising. One of the things that we do to help this is we'll create two campaigns with the same keywords. One of our campaign will be lower bid, focused on profitability, and the other campaign will be higher bid, with focus on sales, and we'll shift our budget back and forth. You know, 70% of our budget is going to go to profitability, 30% of our budget is going to go to the high traffic. That way we're not having to constantly fluctuate our bids. This kind of allows us to move the budget from both to maximize profitability and then, when we're done with that, it's okay, we can shift more and turn on higher sales. It's just easier budget distribution. The other things that you could look at is your bid management strategy. Maybe there's a better middle ground. Are you optimizing for placements? Are you moving broad phrase and exact? Sometimes your long tail keywords are going to be a little bit cheaper from a CPC perspective, so you're going to be able to drive more profitability from your long tail keywords. All of those additional measures are going to be hugely beneficial for the strategy. Carrie Miller: The next question is what's your take on DSP and data from AMC? Destaney: I'm going to start with data from AMC, because it is now available for everyone. Brian Lee asked later on in the chat who can use AMC. Helium 10 has actually rolled it out, so you first need to request your instance being set up, but you do not need to run DSP ads to get access to AMC now. AMC is basically analytics and audience platform that just gives you a ton of insights into your Amazon advertising data. If you're not incredibly familiar with Amazon ads, it's gonna be probably a shiny object syndrome and I don't recommend you dive into it just yet. But if you understand sponsor brands and sponsor display. The second part of this question is what's my take on DSP? DSP has a bad reputation in the space because agencies and or Amazon managed services haven't been running it well, but DSP as a tool is incredible. It's one of the most powerful Amazon advertising tools out there, I would say, if used appropriately. You do need to be spending at least $10,000 on DSP a month for it to make sense, but DSP is incredibly, incredibly powerful for brands that are ready for it. Carrie Miller: What do you recommend for Ad campaigns when you have separate listing variations. Do you recommend to merge or manage in each campaign?? Destaney: Again, it depends on search intent. In my opinion, if I have a black t-shirt versus a red t-shirt, and that's how they're variated, I like to separate out my campaigns so I can create search terms based off the variations. So I can create search terms based off the variations. If my only variation difference is size. No, not size price $20 variation, $10 variation I may not segment them. I would typically put my lowest price first because that's going to have the highest click-through rate and then lead customers to my other variations. If it's flavor variations, weight variation, something with different search intent, I recommend segmenting campaigns so you can curate your keyword experience. Carrie Miller: What is a good way to determine keywords that you are ranking for, then comparing them to PPC campaigns to determine which keywords you may not be advertising for? Any quick way to do this. Destaney: Quick way is the fun part of this question. So the biggest thing I would say is to 100% 80-28. We kind of look at if we're ranked in the top four. We're going to pull back on sponsored product spend and move budgets to our sponsored brand, so we're winning the top of search and showcasing our brand. That's our overall strategy. You can use TACoS correlation to do this. If you have a TACoS objective, you'll see that when you spend on a sponsored product ad that you're ranked for, your TACoS is going to increase because you're cannibalizing your organic sales. So you can almost use TACoS as a lever to push and pull. It's not a perfect solution but it will help. The second thing to do would be to dive into you know, using Helium 10 and on a monthly, quarterly basis, pulling probably those terms, that on average you're above number four, number eight on, and then we create segmented campaigns for ranking that we can turn on and off as needed. So I don't want to turn off that keyword as a whole, I just want to lower the bids. So I'll shift my budget for my ranking campaigns to my profitability campaign. So I'm still running, but I'm not showing up in the top four sponsored ad placements. Carrie Miller: Jason says what is an optimal amount of keywords per exact campaign. I started with 15 or so, but as keyword harvesting creates new targets, the list has grown quite a bit. Break them into new campaigns question. Destaney: Absolutely I personally don't love harvesting new keywords into an old campaign because it's going change the performance of your old campaign right. If you have 10 new keywords that aren't proven, then your overall campaign may stop, start performing worse. So 15 is a great number. This is one of those fun like depending on what influencer you follow in the space, you're going to get a different number. It's really dependent on your budget. You know we've had brands that are spending a million dollars a month and they're able to have 100 keywords in a campaign because their campaigns had a thousand dollar budget. So we could afford from a budget perspective to drive traffic to every keyword. If you don't have that budget and you're only at $100 a month or a day, then you're going to need a lot smaller group of keywords to make sure you're collecting data on those keywords. So start with 15, maybe go to 20 to 30, depending on how high you want your budget to be, but then always break them out to new campaigns past that point. Carrie Miller: Are exact keywords generally expensive than broad? What, according to you, is the right mix of keywords, match type within a campaign and how many can should be added? Destaney: This is a fun one. There's a ton of misconceptions around this. In my opinion it just depends, because it's an auction model. If someone is bidding more on their exact match term than they are their phrase match, then maybe your exact match keywords are more expensive because your competitor is bidding more. We test all three match types across the board. They all three run in a very similar ACoS or ROAS because we control the bids to what's converting best at that certain point in time. I think for us, phrase match is one of our highest selling match types right now because broad sometimes goes too broad and doesn't convert as well. Exact match typically converts the best but can be the most expensive. If we're in a category where our competitors are bidding a lot more on exact, highly recommend running all three. Later on, someone asks can you put them all in the same campaign? You can. It's not necessarily going to hurt. We break ours up most of the time. There's instances where we won't, just so I can control again where my budget's going. But we continue to test every single keyword and every single match type and then just negate and or pause or lower bids depending on the performance in the CBCs. Carrie Miller: I recently launched, about two weeks ago. I'm running an automatic and manual campaign. Is there any other campaigns I should be running? Destaney: No, I'd say that's fine unless you have a really high budget and look at maybe video or sponsored brands. Those are going to do really well for you. It's unique advertising inventory but considering it's only been two weeks, I think an auto and a manual is good. An auto is going to be used for keyword research and data collection for you. Use your manual campaign to really control where your traffic's going and then just continue adding those automatic keywords you're finding into your manual campaign. Carrie Miller: Mike says, I'm in a category where there's a lot of window shopping, so my advertising spend is high as lots of clicks, no and low sales. Long tail keywords have low traffic and the keywords with higher search volume are very general, expensive and saturated by competitors. Any other strategies to consider? Destaney: Yeah, I would say, like the home decor, apparel, puzzles those categories can be really difficult because of the window shopping. So you got to think how do you stop someone from window shopping? Video does really really well because then you're educating them on why your product's better and why they're interested. And the good thing with sponsor brands video is if they're just watching the video you don't get charged. You only get charged if they clicked, and if they click they're interested. But again, I'd put this back on you to ask why are people clicking on your listing but not buying? Like even in high window shopping categories, you need to have a competitive advantage. The second thing I would say is product targeting, sponsor product product targeting, sponsor display product targeting can do really well. Target all of the competitors who have lower reviews than you, a higher price point than you, worse reviews than you. These do really well in window shopping categories because, as you mentioned, people are looking at competitors and then clicking on other listings and other listings. So this is a good opportunity to kind of take advantage of that mentality. Carrie Miller: Would you also say influencers are probably really the best way for those particular categories. Destaney: Yeah, I think influencers do really well because they're again, it's the same as the video concept. You don't want to just capture the demand and be compared to every other product in your category by price or reviews, which is what Amazon's known for. How do you educate a customer on why they need your product before they even click? Influencers, video ads, off-platform traffic does that job. Carrie Miller: Do you think Amazon rewards or gives more ranked juice for organic sales more than PPC sales, or do they treat them the same? Destaney: I would probably say more to organic sales. This is why your big retail brands your Johnson and Johnson's, your Pepsi or Coke's can get away with having listings that maybe aren't as fantastic because their organic conversion rate is so much higher, right? Even before they were spending a ton like seven years ago when I got started in this space those brands did so well because their conversion rate was higher. Customers were searching for their brand name and buying right, so their organic is already inflated and doing much better. Nowadays, PPC of course plays a role, but Amazon knows that they're going to max out on how much PPC opportunity they can have within the search results, so I think organic is weighted a little bit heavier in terms of conversion rate and click-through rate. Carrie Miller: Do you ever increase budget on a PPC campaign, even if it isn't maxing out? Destaney: It doesn't hurt. I don't think it necessarily helps. It can. I've seen a few people kind of make statements like I ran a campaign at $50 a day budget and it did nothing. When I increased it to $500 a day it did something. I've never really seen that, but it doesn't hurt anything. Carrie Miller: Joshua says wait. So I thought it was best practice to segment campaigns, as in keywords and such, to determine the performance. So is it best practice to clump keywords together for campaigns in groups of 10 to 15? Destaney: It doesn't really matter. Single keyword campaigns are okay, they don't hurt, but they're a pain to scale. We have brands that have 500 keywords doing well, so I'm not going to create 500 campaigns when it doesn't drive that much added value. We do 10 to 15 because it's controllable, it's easy to scale, it's easy for us to build out. Because it's controllable, it's easy to scale, it's easy for us to build out. In an absolutely perfect world, single keyword campaigns could be the best solution, the most value added, because you can do your placements at the same time, but they're not scalable for most people. Most people don't have the operations to run it appropriately and the software's out there that are recommending single keyword campaigns have a really terrible bid management strategy that doesn't make sense for them. So I would say if you're a small brand, only have one product, go ahead and run single keyword campaigns if you want. Just make sure you have a good system for naming and structuring. Carrie Miller: This is a good question. If you're new to Helium 10 Adtomic, what's the best place to start? I feel overwhelmed by the complexity of the system. Destaney: I would start by saying that that is the nature of Amazon and Amazon probably going to feel overwhelmed. So the biggest thing is to actually go through, like the videos that are directly within Adtomic. Like that's what I would say one of your best bets and start learning each piece individually. That's something that I kind of got overwhelmed with, like in the beginning. Keyword research and bid management that should be our core focus when it comes to advertising. So go through those segmented videos and help yourself understand the system that way. Do you have anything else, Carrie? Carrie Miller: Yeah, I mean we do have kind of a PPC Academy. If you are a paid subscriber to Helium 10, you can go into that course. But Bradley also has done some. He did some masterclasses on Adtomic and then there's also kind of learn videos, like you were saying, just like watch those little videos for each different thing within the actual tools. There's kind of little training videos. I would suggest doing that. We also have it in our academy. We have videos in our academy that show you how to use Adtomic. Destaney: General, it just takes time and, to not get overwhelmed, you have to hop in and you have to test and learn. By the time you learn something Amazon will change some button or some switch. So don't get overwhelmed by like. We have incredible comments and questions that are being asked that I would say are pretty advanced here. So, like, don't get overwhelmed by all of that. Just start simple, start small and you'll figure it out as you go. Carrie Miller: I think we'll do maybe one more here. I think this is a good one. I use Cerebro to extract keywords from competitors ASINs and then include those as exact and phrase match within the same campaign. As a result, my campaign sometimes ends up with 500 plus keywords. Is this approach okay, or should I create smaller, more segmented campaigns? Destaney: I'm going to assume what's happening with your 500 plus keywords is only 10 of them are actually getting impressions and clicks. That is the problem with that strategy. Unless you have a thousand dollar a day budget, you cannot afford the data across all those keywords. And what I mean by that is the industry standard is you need anywhere from 10 to 20 clicks per keyword before knowing whether or not it's a keyword that can be optimized right. So let's say 10 clicks at a $1 bid across 500 keywords. I can't do that math. What is 500 times $10? Like 5000? Carrie Miller: Yeah. Destaney: Please, you guys I just got the zeros. This is one of those memes I was like what is the most embarrassing thing you typed into your Amazon or your calculator this year? I was about to say you cannot afford to collect data on all those keywords. You're going way too big and you're going to have campaigns that only have 5 to 10 keywords getting clicks, because that's where all of your budget's going. Your budget's only going to go to those keywords. Amazon's not going to spread it across all of your keywords. So there's no point in doing any of that keyword research when 480 of those keywords you cannot afford to get impressions on. That is why we break them out in a segmented campaign. So I can have a $10 campaign focus on one to two keywords, collecting data. I can turn on and off as my keywords are successful versus your 500. Again, you can't necessarily afford it unless you're going to be spending 5 to $10,000 to collect data on all of those terms. Carrie Miller: All right, I think that's the last question. I think you've done an amazing job for pretty much 45 minutes straight answering questions. So thank you. And Andrew says Destaney is the GOAT. And then Cory said “Agreed, this is awesome!”. So thank you so much for joining us for TACoS Tuesday and thank you to everyone in the audience. We had lots of I mean, we still have questions we haven't answered. I'm sorry about that. We just don't have time to do all of them every single time, but if you join next time early, you can get your questions in early, right when we start and get them answered. But thanks again for everyone who joined and also Destaney. If anyone wants to reach you, where can they reach you? Destaney: Facebook or LinkedIn is probably the easiest. I see a few like good questions that came in last minute. Cory Benson, like all of my content is pretty much on LinkedIn, based around your question, so feel free to follow me on either of those platforms or reach out in the Helium 10 groups. I'm pretty active in those groups, so if you have any questions that we missed, we'd love to hop in and help. Carrie Miller: Yeah, if you're not following Destaney on LinkedIn, you're missing out, so you got to go go follow her there. So, all right, thank you again, and we'll see you all again next time on TACoS Tuesday.
Show Resources: Here were the resources we covered in the episode: Evergreen LinkedIn Ads Account Benefits Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Follow AJ on LinkedIn B2Linked's YouTube Channel LinkedIn Learning Course Contact us at Podcast@B2Linked.com with any questions, suggestions, corrections! A great no-cost way to support us: Rate/Review! In this episode of The LinkedIn Ads Show, host AJ Wilcox dives into strategies for nurturing cold audiences on LinkedIn to prepare them for meaningful engagement and high-conversion offers. If you've struggled with converting cold traffic into sales-ready leads, this episode walks you through how to build a multi-stage funnel using LinkedIn Ads retargeting features. Key Discussion Points: Why Cold Audiences Need Nurturing: Most cold audiences (95%) aren't ready to engage with sales reps or bottom-of-funnel offers. Nurturing involves multiple retargeting stages to move prospects down the funnel, warming them up to higher-friction calls to action. Building a Multi-Stage Funnel: Stage 1 (Cold Traffic): Use LinkedIn's native audience targeting to reach cold audiences who align with your ideal customer profile. Stage 2 (First Retargeting): Retarget website visitors, company page visitors, and ad engagers from Stage 1. Apply targeting "guardrails" like seniority, job function, or industry to refine the audience. Stage 3 (Hot Traffic): Retarget prospects from Stage 2 who have engaged meaningfully. These are primed for bottom-of-funnel offers like demos or sales calls. Best Practices for Funnel Organization: Use a campaign naming convention like S01, S02, S03 to clearly identify funnel stages in your account and ensure they're sorted alphabetically. Exclude retargeting audiences from the previous stage to avoid overlap and ensure prospects graduate down the funnel. Retargeting Audience Management: Create retargeting audiences based on specific engagements (e.g., video views, document interactions). Combine smaller audiences (e.g., website visitors + company page visitors) to ensure they hit the 300-member minimum for ads to serve. Budget Considerations: A multi-stage funnel works best with a monthly budget of $5,000 or more, though smaller budgets are possible with longer ramp-up times. Testing and Optimization: Run bottom-of-funnel offers in earlier stages as a test to gauge audience readiness. If Stage 3 doesn't yield high conversion rates, adjust ad messaging to clearly communicate value and reduce friction. Recent LinkedIn Updates: LinkedIn Wire Beta: Advertise as pre-roll videos on high-trust publisher content like Bloomberg and Forbes. Holiday Ad Tips: Lower competition during the holidays results in reduced CPCs and CPLs, making it an opportune time to run campaigns. Pro Tips: Take advantage of seasonal or holiday-themed campaigns for better engagement. Use organic posts from company representatives to complement paid ads, especially during events. Call to Action: Join the LinkedIn Ads Fanatics community for access to expert insights, courses, and weekly group calls with AJ. Subscribe to the podcast for weekly LinkedIn Ads tips, and leave a review on Apple Podcasts to help other marketers discover the show. Review and Connect: AJ welcomes listener questions, suggestions, and feedback via LinkedIn or email at podcast@B2Linked.com. Submit a voice recording to be featured in a future episode. Show Transcript: For the full show transcript, see the show notes page here: Episode 154
Learn about John Moran's Google Ads Standard Shopping with Performance Max strategy. The strategy resulted in increased conversion value while lowering CPCs through smart budget allocations and ROAS targeting. Watch this video to discover how you can apply it to boost your Google Ads performance.
In this episode, NAMSS Secretary-Treasurer Alison Webster, MBA, CPCS, CPMSM, CPHQ, FMSP, spoke with NAMSS President Lisa Goodwin, MBA, CPCS, CPMSM; and Karen Claxton, MBA, CPCS, CPMSM, FMSP. As Lisa's time as president draws to a close, she reflects on successes for NAMSS and new opportunities she embraced. As Karen prepares to step into the role of NAMSS President in 2025, she shares goals, initiatives and plans for the organization's future. Tune in to reflect on 2024 and discover what's on the horizon for NAMSS in the new year. Don't forget to subscribe to the Tomorrow's MSP® Podcast so you never miss an episode. *Episode* Explore NAMSS leadership and volunteer opportunities. *NAMSS Websites* https://www.namss.org/ | https://www.namssgateway.org/ | https://community.namss.org/home
Of the record 14 million illegal border crossers reported under the Biden-Harris administration, more than 1.62 million are from four Countries of Particular Concern (CPC): China, Cuba, Nicaragua and Russia. The U.S. State Department has designated CPCs for their policies of “systematic, ongoing, egregious violations of religious freedom,” which includes “torture, prolonged detention without charges, forced disappearance, or other flagrant denial of life, liberty, or security of persons.” U.S. designated CPCs include Burma, the People's Republic of China, Cuba, Eritrea, Iran, the Democratic People's Republic of Korea (North Korea), Nicaragua, Pakistan, Russia, Saudi Arabia, Tajikistan, and Turkmenistan. The CPCs of Cuba, North Korea, and Iran are also designated State Sponsors of Terrorism (SST).
Send us a textOn today's episode, we're sitting down with Keisha Reaves, a Perinatal Mental Health-Certified Licensed Professional Counselor in North Georgia who has a lot to to say about the state of mental health care for BIPOC parents in the United States. Speaking from personal experience, Keisha is a passionate advocate on a mission to educate parents and practitioners about the myriad of resources that are quite literally at their fingertips. We'll talk about “Strong Black Woman Syndrome '', dating around for that special someone (hey, we're talking about finding the right therapist), and taking your power back! So, wIthout any further ado, please sit back, relax, and enjoy this episode with our friend, Keisha. Mentioned in today's episode:Podcast: Wiser Than MeTV: Couples TherapyBook: Before I Let GoConnect with Keisha: keishareaves.com; @keisha_reaves (Instagram)Interested in sharing your story?Fill out our podcast interest form here! Questions about the I AM ONE Podcast?Email Dani Giddens - dani@postpartum.net--------------------------------------------------------------------Connect by PSI - Download PSI's New App!Apple VersionAndroid Version Visit PSI's website: https://www.postpartum.netFind free resources & info on certification, training, and other incredible programs!Call or text 'HELP' to the PSI Helpline: 1-800-944-4773 Not feeling like yourself? Looking for some support? You never need a diagnosis to ask for help.National Maternal Mental Health Hotline (U.S. only): 1-833-943-5746Free and confidential Hotline for Pregnant and New Moms in English and Spanish.Suicide & Crisis Lifeline (U.S. only): 988Free and confidential support for people in distress, prevention and crisis resources for you or your loved ones, and best practices for professionals in th...
Welcome to the eCommerce Lab Podcast! In this new episode, we are privileged to have Elizabeth Greene, co-founder of Junglr and one of the leading experts in managing PPC campaigns on Amazon. Elizabeth will share her knowledge on one of the biggest challenges sellers face on Amazon: how to effectively scale advertising campaigns without a high cost per click (CPC) becoming a barrier.Throughout the conversation, we will cover crucial topics such as advanced keyword optimization, precise targeting, advertising budget management, and strategic use of different campaign types to maximize return on investment (ROI). Additionally, we will explore best practices for balancing growth with cost control and how to adjust strategies based on market fluctuations and competition.This video is a must-watch for those looking to improve the performance of their PPC campaigns, especially if they are already facing high CPCs but want to continue growing profitably on the platform. Don't miss it!#ecomcy #Amazon #amazonfba #amazonseller #amazonbusiness #amazonfbaseller #amazonppc #amazonadvertising #amazonsellercentral #amazonppctips #amazonprivatelabel #amazonselling #amazonseoe
In this episode, Karen Claxton, MBA, CPCS, CPMSM, FMSP, speaks with Graham McMahon, MD, MMSc, and Susan DuBois, CPCS, CPMSM, who discuss the alignment between continuing medical education (CME) and the medical services industry. Listen and learn about the latest strategies for CME, and how MSPs can utilize the increasingly available CME data from the Accreditation Council for Continuing Medical Education (ACCME). Don't forget to subscribe to the Tomorrow's MSP® Podcast so you never miss an episode. Discover NAMSS Continuing Education Opportunities, our Members-Only NAMSS/ACCME webinar recap article, and our CME webinar. Visit ACCME for toolkits, CME workshops, and more. *NAMSS Websites* https://www.namss.org/ | https://www.namssgateway.org/ | https://community.namss.org/home
[BACKFLIP] Struggling with property data and financing? Discover Backflip—the all-in-one platform that instantly analyzes properties, pulls high-quality comps, and provides fast evaluations. Plus, apply for loans directly through the app and get help choosing the right investment strategy. Transform your real estate investing today! Click HERE to download the Backflip app. Welcome back to Wealth Within Reach! In this episode, we are joined by Deana S. Hamilton, LPC, CPCS, MFT, a Holistic Therapist and Emotional Wellness Coach, for an enlightening conversation on how your mindset can be the key to unlocking your potential in real estate investing and beyond. Deana shares her personal journey of overcoming limiting beliefs, shifting to an abundance mindset, and the pivotal role belief plays in taking that first step toward investing in yourself and your future. We explore how fear and self-doubt can keep you from pursuing real estate opportunities, and how to overcome those internal barriers. She introduces practical tools like the "PB&J" technique for emotional regulation—essential not just for personal growth, but for managing the stress and uncertainty that can come with real estate investing. Tune in to learn how shifting your mindset can help you build wealth, invest with confidence, and take control of your financial future KEY POINTS: - The difference between coaching and therapy - The pivotal role of belief and mindset in the investing journey - Some examples of limiting beliefs that hold people back - How Deana shifted to an abundance mindset - Regulate your emotions: The importance of being present and mindful - The impact of being part of a supportive community - Deana's holistic approach: Creating a safe space for clients and shaping mindset - Erika's 10-step scarcity mindset checklist QUOTES: “Once you know something, or you've learned something, you have a responsibility to act on that thing.” — Deana Hamilton “If you're feeling stuck, one of the things you can ask yourself is, who's holding me down? You realize: Oh, it's me.” — Deana Hamilton “Hurt people, hurt people. You also need people to heal. And so [is] realizing that you actually need help. You need support. You need people." — Deana Hamilton GUEST RESOURCES: Deana Hamilton Website | www.safehopecounseling.com IG | @safehopeatl RESOURCES: [BACKFLIP] Struggling with property data and financing? Discover Backflip—the all-in-one platform that instantly analyzes properties, pulls high-quality comps, and provides fast evaluations. Plus, apply for loans directly through the app and get help choosing the right investment strategy. Transform your real estate investing today! Click HERE to download the Backflip app. [OILI EXPERIENCE] Use code PODCAST10 to get 10% off your ticket to the Owning It and Living It Experience, November 1-3 in Atlanta, Georgia! Don't miss out on learning from top industry experts like Henry Washington, Kendra Barnes, Jackie and Preston Perry, Lecrae Moore, and more. Plus, I'm giving away a fully renovated house—this year only! No virtual tickets—be in the room to level up your real estate game and immerse yourself in a unique blend of culture and knowledge. Click HERE to get your ticket. [FREE CONSULTATION] Looking to buy, sell, or invest in real estate in Atlanta? My team of expert, investor-friendly agents is here to help! Book a free 15-minute consultation with one of my agents today, and let's figure out your next move together. [FB GROUP] Loving the podcast and want to connect with me and our incredible guests? Join the Owning It and Living It Facebook group! It's your go-to spot for real estate tips, advice, and a supportive community of investors just like you. Join us today and let's take your real estate journey to the next level. Erika Brown IG: @erikabrowninvestor LinkedIn: @erika brown Wealth Within Reach is produced by EPYC Media Network
In this episode, Karen Claxton, MBA, CPCS, CPMSM, FMSP, speaks with Miguel A. Martinez Serena, CPCS; and Stephanie Fox, CPCS, who share a look into their unique positions as MSPs working in Federally Qualified Health Centers, or FQHCs. Learn about the essential role of FQHCs in many communities, and hear about the responsibilities and initiatives of MSPs in these centers. Don't forget to subscribe to the Tomorrow's MSP® Podcast so you never miss an episode. Access the NAMSS Education Zone for webinars and resources for various healthcare settings. *NAMSS Websites* https://www.namss.org/ | https://www.namssgateway.org/ | https://community.namss.org/home
Struggling to get clicks at a reasonable price? We get it. Finding the optimal cost per click (CPC) for your Search campaigns can be challenging. There are a lot of factors that can stop you from getting low CPCs: high competition, limited keyword relevance, low quality score. Not to mention, Google is always maximizing their revenue, which influences your campaign performance. In this video, John Moran, Glen Wilson, and Usama Khan discuss the strategies you can use to find the “sweet spot” and get low, cheap clicks while maximizing your ad spend efficiency.
Welcome to another episode of The Ecommerce Braintrust podcast. Jordan Ripley, Acadia's Director of Retail Operations, is hosting this Prime Day Recap, and Retail Media Specialist Dusan Tepavac and Project Manager João Couceiro da Costa are joining him. Recorded just 36 hours after the massive shopping event, this episode offers a breakdown of initial data, strategies, and insights to help you understand what worked, what didn't, and how to leverage those learnings moving forward. Whether you're a seasoned e-commerce professional or looking to optimize your next big sales event, this episode is packed with actionable takeaways. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Jordan, João and Dusan discuss: - The theme for this year's report revolved around the Roman Empire - The analogy signifies that crossing Amazon Prime Day without proper preparation leaves no room for corrective actions. - General industry growth estimates ranged from 11% to 15% year-on-year. - Competitive Cost-per-Click (CPC) landscape, with reports of a 70% increase in CPC. - Significant increase in sales for clients using prime exclusive discounts and longer lead-in strategies. - Effective use of custom audience targeting via Amazon Marketing Cloud (AMC) and maintaining efficiency despite rising CPCs. - Discussion on a two to three-hour outage in the ad console during peak Pacific time. - João faced issues with the smooth execution of some vendor promotions. - Successful lead-in strategies involved aggressive marketing and improved Best Seller Rank (BSR). - DSP and AMC provided advanced targeting opportunities. - Dusan discusses a focus on branded targeting and cautious budgeting post-Prime Day. - João emphasizes analyzing data and utilizing subscribe and save options for CPG clients. - The importance of data analysis to refine strategies for future events.
Starting a Counseling Practice with Kelly + Miranda from ZynnyMe
In this interview with Natalie Kohlhaas M.A., LPC, NCC, CPCS, C.Ht., and author of "Hello Anxiety My Old Friend" we talk about how learning is never-ending in our field of work and all the techniques you can use to grow your practice. We start by following her journey from starting school through becoming part of a collaborative practice, writing a book, and now helping psychology students see therapy in practice. And that isn't all! Natalie continues her personal education as she moves into the mentor stage of her journey. ---Natalie's Book - Hello Anxiety My Old Friend: https://www.helloanxiety.net/Natalie's Website: https://www.serenitytreehouse.com/Learn more about Business School for Therapists: news.zynnyme.com/business-school/Website: zynnyme.comBlog: zynnyme.com/blogFacebook: facebook.com/kellyandmirandaInstagram: instagram.com/zynnyme/LinkedIn: linkedin.com/company/2456942/Pinterest: pinterest.com/zynnyme/Check out more episodes of the Starting a Counseling Practice Success Stories podcast on these platforms + leave a review letting us know what you think:Apple PodcastsGoogle PodcastsSpotify
The DIPP crew explore the evolution of contingent profit sharing commissions (CPCs) in the insurance industry, as well as the factors that affect CPCs, such as loss ratio and retention, and the challenges brokers face in managing CPCs. They also explore the role of brokers in fraud prevention and the importance of data accuracy. The conversation highlights the impact of external factors, such as weather patterns and regulations, on CPCs. The participants discuss the need to reevaluate CPCs for the future and find ways to incentivize desired behaviors. They also touch on the changing landscape of insurance and the challenges brokers face in navigating the current environment. The conversation explores various challenges and considerations in the insurance industry, particularly related to property insurance rates, moving portfolios, penalties for insurers, contingent profit commissions (CPCs), challenges for smaller brokers, the trade-off between CPCs and efficiency, causes of insurer profitability issues and the need for continued adaptation and collaboration.
Do you want to outperform your competition on Amazon Prime Day 2024? Join us as we explore cutting-edge Amazon PPC strategies with the esteemed Destaney Wishon of BTR Media, who shares her expert predictions and actionable insights to help you skyrocket your Amazon advertising game. With Prime Day 2023 setting a new benchmark at $12.7 billion in sales, we decode consumer behavior shifts and the unique opportunities presented by this mid-year retail extravaganza, differentiating it from Black Friday and Cyber Monday. Our discussion dives deep into the art of managing Amazon ads around Prime Day, emphasizing the importance of defining your primary goal—be it maximizing profit or driving sales. We also unpack the extended attribution window's impact on ad spend, conversion rates, and ACoS. From the advantages of increased pre-event ad spend to capture window-shopping customers to the phenomenal conversion rates during Prime Day itself, we provide a holistic view of how to capitalize on this massive sales event. Destaney's insights reveal the significance of targeted ad strategies in enhancing your organic rank and BSR, alongside the long-term benefits of acquiring new customers. Get ready to maximize your Prime Day advertising efforts with practical advice on Adtomic Day Parting Schedules. Learn how to control CPCs and optimize conversion rates during peak traffic times, identify high-performing search terms, and strategically adjust bids. We also tackle the challenges of regaining momentum post-stockout, realistic budgeting, and leveraging coupons to boost conversion rates. As we navigate the new pricing rules and the competitive landscape with events like Walmart Plus Week, we arm you with strategies to ensure your brand is well-prepared. Whether you're a seasoned Amazon seller or a new brand, this episode is packed with invaluable tips to help you make the most of Prime Day 2024. In episode 576 of the Serious Sellers Podcast, Bradley and Destaney discuss: 01:22 - Amazon PPC Readiness for Prime Day 04:20 - Prime Day Impact on Shopping Habits 08:56 - Amazon Prime Day Advertising Strategies 13:23 - Maximizing Sales Opportunities Beyond Prime Day 19:29 - Prime Day PPC Optimization Strategies 21:00 - Optimizing PPC Strategy for Prime Day 27:18 - Maximizing Creative Impact in Ads 32:06 - Prime Day PPC Strategy and Sales 35:48 - Maximizing Sales Strategy for Prime Day 36:42 - Price Matching and Marketplace Strategies 39:15 - PPC Spend Strategy for Prime Day ► 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: We continue in our series and helping you guys get ready for Amazon Prime Day 2024 with a special Tacos Tuesday episode with best practices for advertising, not just on Prime Day, but before it and after it. 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.me/adtomic for more information. That's h10.me/adtomic any level in the e-commerce world. Bradley Sutton: Hello everybody and welcome to another episode of Serious Sellers Podcast by Helium 10. I am your host Bradley Sutton, and this is the show that is completely bs free, unscripted and unrehearsed, organic conversation about serious strategies for serious sellers of any level in e-commerce world. Welcome to a very special edition of Tacos Tuesday. If you guys have noticed, for the last few weeks on, like the podcast and other live streams, we have been focusing on Prime Day readiness. We wanted to make sure that 2024 is your best Prime Day and today we wanted to go deep in specifically talking about Prime Day readiness for PPC. All right, because that's one of the things that you can still kind of like control up until the day of Prime Day. So that's why we've invited the number one expert in the entire world on Amazon PPC Destaney Wishon here. Destiny, how's it going? Welcome back. Destaney: Hello, hello. Thank you so much for having me very excited to be here, as always. Bradley Sutton: Before we get into your training here, do you have any predictions for Prime Day. Like, are you expecting things to be just kind of like normal, business as usual? Are you expecting anything new and unusual this year? Destaney: I am going to predict that this year is going to be even bigger than last year, which is saying something, because I distinctly remember being up at like 4 am having to adjust budgets last year because everyone was expecting it to be a little bit lower, just due to the state of economy and kind of where we were at with inflation. And it was 9 am and we're like out of budget across the board and conversion rates were double what they were the two weeks prior. So, I was like you know, we're driving a ton of sales, our ROAS looks fantastic, let's maximize this. So, I'm expecting it to kind of see a similar trend and be pretty big this year. Bradley Sutton: Awesome. I hope that that prediction comes true. Share it. All right, I'm going to go off screen and let you go ahead and take it away. Destaney, that prediction comes true, share it. All right, I'm going to go off screen and let you go ahead and take it away, Destaney. Destaney: I think when it comes to inventory and deals and content, it's a little bit more of a one size fits all solution. But when it comes to Amazon advertising and Prime Day, there are hundreds of different strategies that you can run depending on where your brand's at from a profitability perspective, from a cash flow and a lifestyle perspective when it comes to repurchasing, inventory and things like that. That's going to influence your Amazon advertising strategy. So, I've always been a big fan of not giving one size fits all solutions. I think everyone who follows me is very familiar with that, and this is no different. Some people are going to go online and say do not increase your budgets, do not change your bids. And some people are going to say, to maximize that opportunity, but it's going to be really dependent on where your brands at. So, kicking things off, let's talk about Prime Day 2023 and why these matters. Destaney: $12.7 billion in sales. It was an absolute record for their largest annual event 375 million items sold. 37% of US households took part in Prime Day. That is really important. And also consider how many people share accounts you know grandparents, cousins, things like that so it's probably even higher. For being honest, the reason this matter is last year was the largest single sales day in all of Amazon history, and the reason I'm calling this out is because, as customers become more and more familiar with Prime Day, it's changing their shopping habits. For one, everyone knows that the first two to three weeks leading up to Prime Day you log into your app, it's the first thing you see. Right, they do a homepage takeover, letting you know it's Prime Day. They're also starting to drip out Prime Day deals. Now what this means is customers are going to stop their normal purchase habits. If I buy Tide Pods once a month on a Thursday, I'm probably going to hold off on buying my Tide Pods until Prime Day. If I have back to school items that I want to purchase, I'm going to hold off on buying those until Prime Day. Now the problem is customers are still shopping, they're still opening the app and they're clicking around, but they're not always purchasing. This is important to call out because the two weeks leading up to Prime Day and really the week before leading up to Prime Day, you're almost always going to see a drop-in conversion rate. Customers are still shopping, they're on the platform, they are clicking, they're adding to cart and they're building their list, but they're not checking out until Prime Day. So that's really important to consider. Destaney: The second part to consider is think about Black Friday, Cyber Monday. Everybody knows what time of year Black Friday, Cyber Monday, is and everyone builds their baskets beforehand. You know they get the magazines for Walmart and for Target. They circle all of the items they want to buy. The difference is those items are holiday specific. The consumer habits are still similar, but the items are different. Prime day is smack dab in the middle of summer. People aren't necessarily buying their Christmas gifts yet. They're buying all kinds of gifts and they don't necessarily have specific items going into it. I, for example, will hop onto the Lightning Dill app and get caught up in all the excitement and the craze and just scroll until I find products that I want. So naturally, due to the flooding of customers on the platform, everyone is getting increased visibility. I think that's the biggest thing to consider. So, whether you have deals or whether you don't have deals, you're probably still going to see an increased visibility, but Prime Day is synonymous with savings. So, if you don't have a deal and you don't have a badge, you may not get that visibility. Destaney: Now another small screenshot I added here is from one of our accounts. Last year we had 101 campaigns almost out of budget. This is not due to Amazon trying to spend more money on Prime Day. This is just due to the nature of how the auction works. When you have five times, 10 times as many customers on the platform clicking around, your ads are going to get clicked more, and the more clicks you get, the more you spend. So, the more your budget's going to be spent. This is why the first level of optimization is almost to increase your budgets, because we know there's going to be so many more customers on the platform. They're going to be clicking so much more because they're shopping around. So, increase your budgets and we're going to dive into that optimization later. Destaney: But I thought it was really important to set that context and understanding just how many customers are on the platform during Prime Day and how that trickles down to your brand, whether or not you participate. Now there's kind of three important things to consider. You have lead-in Prime Day, lead-out, Prime Day either or. And why this matters is because the week before Prime Day is historically some of the worst performance you will ever see when it comes to Amazon advertising on the platform. Why? Well, as we mentioned, customers are still shopping. They may not be purchasing, but they are window shopping. Lead in period is really important because, again, people are logging onto a platform and they're starting to add to cart. They're starting to build their list for the products that they may want to purchase. This is important to understand because you can make your optimizations as early as 10 days prior or 14 days prior, and you need to optimize towards what you're wanting your outcome to be. So, if your only goal is profitability, then you should probably lower your budgets the week before. On the flip side, if your goal is maximizing sales and understanding consumer habits, you'll start to realize that those customers are adding to cart and clicking, so you probably still want to continue to run ads there, even though they're not purchasing. Destaney: Yet we all know that attribution is extended on Amazon. The majority of the time, it's a 14-day attribution, sometimes longer. What's happening here is the customers are going to add to cart and click on your ads, but they may not purchase until later. So, your clicks and your spend are going to be much higher and your sales are going to be much lower. At its simplest, conversion rate is going to be down because people are clicking and not buying, and a cost is going to be up. People are clicking and not buying, so some people will just say you know, it's fine, let's continue running my ads full speed ahead, knowing it's going to pay off later. That's typically what we recommend our brands do, but some people who are only focused on profitability that is it. They don't necessarily care about the Prime Day customer because they know they're too price conscious. They're going to lower their bids and budgets the seven to 10 days before Prime Day because they don't want to attract the customer who's not going to convert until later on. So, keep that in mind. The second thing to keep in mind is that there is a lead out period, which pretty much means that a lot of shoppers are going to continue to stay on the platform after Prime Day. As we know, Prime Day has now been extended to almost Prime Week and when you have Walmart and Target and every other major retailer running these discounted days and deals, you're going to see a much longer timeframe. So, we've actually seen the week after Prime Day have some of the highest conversion rates because shoppers are still ready to buy, but some of the lower CPCs because most advertisers actually pull back on their budgets after Prime Day. So, lead-out's another really big opportunity for brands. So, keep these things in mind as you're building out your strategy. Destaney: Here's just some kind of quick insights that I pulled from our personal accounts. As you can see the timeframe here impressions are definitely relatively high before Prime Day. Prime Day one last year was insane. It was one of the craziest days I've ever managed. Truly Before 9am we had blown through most of our budgets because there were that many people on the platform, I honestly kind of put the brakes on quite a few of our brands because I was worried that it was an attribution issue. But at the end of the day our conversion rate was about 2x 3x what it was on normal days during the beginning of Prime Day morning. You can also see the day after Prime Day there's definitely a drop off. This is influenced by the majority of our brands run deals, but impressions still stayed relatively high or back to average kind of a week afterwards, spend is the same thing. Destaney: So again, our brands we recommend continuing to spend at a higher-than-average pace leading up to prime day, because we understand customers are window shopping, so we want to go ahead and catch their eyeballs before the day even hits. We want to stand out, so we personally increase our spend for the majority of our brands. Now, again, if a brand comes to us and says, hey, my only goal is a cost, my only goal is profit, then we're going to pull back on spend the week prior. But that is a decision that needs to be made at the brand level, not the agency or software level. So, knowing all of this, I think, before we dive into some really specific strategies around how you manage your ads, from an ad type, from a bid, from a budget perspective, you really need to decide is your goal on Prime Day to maximize profit? Is that your only focus, yes or no? The second thing is do you want to maximize sales? Now, a lot of people argue of you know a Prime Day audience isn't the best, it's, you know cheaper, it's discounted audience. They're not actually looking for your product, they just want a discount and save money. But at the end of the day. Destaney: We've seen some two really strong effects from Prime Day. One, when ran appropriately, in an incredibly targeted way, you can take advantage of the heightened conversion rate on Prime Day and 100% improve your BSR and your organic rank on the page. We have run multiple tests with that. The second question I always get well, does your organic rank stick? Yes, if it's ran strategically in a very precise way. So, for us, we do like to maximize our presence on Prime Day because we know it's an opportunity to improve our presence on page one and improve our organic rank because our conversion rate is higher than our competitors. That's something really important to remember. Destaney: The second part to remember is, as we saw earlier, around 40% of households are participating, so think of all of the new eyeballs you can get in front of. So, anyone who has a product that's purchased more than once whether it's a supplement that's repeat purchased, or whether it's a brand that has multiple products, like fitness gear Prime Day is a huge opportunity to get in front of a very warm audience that's ready to buy. So sometimes you can bring them into your brand and then they'll come back post Prime Day to purchase your other products. So those are things to consider when you're deciding. You know, is your goal to maximize product profit and just take advantage of the wave of traffic and do nothing, or do you want to maximize sales and build on all these other opportunities and make sure that you're investing in a much longer-term strategy than just Prime Day? Once you know those two, you can start optimizing beyond that. So, for all of those here that their main goal is maximizing profit, there's kind of a few things that we want to look at here. Destaney: One bid management. We don't recommend making aggressive changes to your bids. In general, we see that brands who do not run any deals and are only focused on profitability will maintain around the same ACOS or ROAS. Sometimes it improves if they're in a category that does well during Prime Day. Sometimes it's worse because they didn't run any discounts and all their competitors did so. Now their conversion rates decreased. The traffic's going to your competitors and not you. If you're not running any deals, we do typically see a lower conversion rate. So, we sometimes recommend going ahead and lowering your bids a little bit, maybe 5% to 10% across the board, because customers are going to continue to click but not purchase, and again, this is because maybe your competitors are running heavy discounts and deals. If your competitors are running heavy discounts and deals and someone types in toothpaste and you're the only one not running a deal, you're not going to drive sales and you're going to have a lower conversion rate than everyone else. So, keep these things in mind. Lead-in is another strategy where maybe you need to lower your bids and budgets because your ads are not going to perform well leading up. Right, you can't sacrifice the increase in ACOS leading up because you're not going to drive sales on Prime Day without deals or discounts. Destaney: Budget management's another really big one. At the end of the day, if you don't run deals or discounts and your category is known for deals and discounts, you're going to perform worse. So maybe it's worth decreasing your budget on everything that is not in line with your performance expectations. So the two easiest ways to do this are just go into Ad Console or Campaign Manager or, if you're using Adtomic, you can easily make adjustments throughout there and look at your targeting tab in Ad Console or the search term tab in Adtomic, which is the better tab to look at, and you can filter by everything that has an ACOS that is not in line with your expectations the last 30 days and go ahead and decrease that bid, knowing it's probably going to perform even worse on Prime Day, right, and it's not always a drastic difference, but it's usually enough to make a difference. Same thing with your budgets. Maybe you leave your budgets or you decrease your budget slightly on everything that has over 100% ACOS, right, Everything that's just out of line. Destaney: Go ahead and decrease, and what's going to happen is you're going to optimize towards a little bit more profitability. You're going to get a lot more customers viewing your listing. Naturally, usually you know anywhere from 10% to 20% if you don't run deals or discounts. So, you're still going to drive more sales, but you're going to do it without advertising a ton. So, you're going to usually have a much higher profit on these days if you run this style of strategy. Again, the downside to this is, if all of your competitors are running deals and discounts, their conversion rate is going to be higher. They're going to drive three to four times the amount of sales as you and, as we know, the digital shelf is not unlimited. So, if they're doing much, much better and their organic ranks pushing up, yours is going to be pushing down on the page and that can be hard to make up for unless you're doing a ton externally or have other plans right outside of Prime Day. So, keep those things in mind. Destaney: Now the second half of the strategy maximizing sales is where we're going to have a lot more very specific strategic recommendation. If you're not running deals, you can still expect a lower conversion rate, but across the board, what you really want to look at is increasing budget. That's the first and foremost way to maximize sales. Everything, all of your campaigns that have a ROAS or ACOS within your target, go ahead and increase your budget 20 to 30% and what's going to happen is, again, your organic sales are going to increase. So, if you're also increasing your ad sales and your ad spend with an increased budget, your tacos is typically going to stay close to the same, but you're seeing an overall sales increase. So, your overall profit's going to increase just due to economies of scale. So that's kind of the first thing that we look at is making sure everything converting really well, everything within a cost of a row, as we're increasing our budget on. The next thing we do is increase bids that are in a similar situation, but we're a little bit more strategic on this. Again, I'll open up my search term tab and I'll say, hey, my average conversion rate for my account is 12%, but these five keywords that are my most important keywords they're converting at a 20%. Let's go ahead and increase my bids on those, because I want to drive as much traffic as possible to those precise keywords that are going to improve my organic rank as well as improve my overall performance if my conversion rates higher. The next thing we're going to do is we're going to be very strategic with our campaign creation, and that's what we're going to get into in our next few slides. We're going to create campaigns that are specifically focused on maximizing visibility. Destaney: A really quick pro tip and I'm only calling this out is because Prime Day traffic comes in waves. We typically see the morning of the first day of Prime Day as one of the highest. You can use Atomic Day Parting Schedules. So, if you're nervous to go in and just increase bids and budgets 24 hours because you don't know what performance is going to look like, you can use Adtomic Day Parting Schedules to choose those certain time frames where you can actually see your conversion rates higher and your CPCs are lower. So, we all know that your conversion rate does fluctuate throughout the day. You can use something like the day parting schedules to build out rules throughout the day if you want to balance that line of profitability and sales. So, keep that in mind, All right. Destaney: So, leveraging the search term tab this is a really quick screenshot pulled directly from Atomic that I wanted to shout out because it's one of the best ways to have a lot of control. So, a lot of people will go to every single campaign and add a crazy placement modifier, increase sales or top of search by 100%, increase budgets. But that's not very strategic because you're going to have some search terms that don't do well, some that do well. So, if you pull Adtomic, you can leverage the search term tab. If you're an ad console, it's the targeting tab and you can filter top down by spend. I'm a really big believer of operational efficiency and 80-20. So, I almost always go top down by spend efficiency and 80-20. So, I almost always go top down by spend. Destaney: What I am personally looking for are the terms where my conversion rate and click-through rate that's another good metric to look at is higher than average. So, as you know, we can pull our category average from insights and planning tab. More on that probably later when we hop into Q&A. But you can also pull it from your account average. So maybe your account average again is 8%. So, what I'm really looking for here are there any terms that have insane conversion rate that I know is better than the category? If so, you can assume that during Prime Day it's going to perform even better. So, I'm going to go control my bid and increase my bid on all of those terms, especially if my ACOS is lower than what my target is. This specific account does have a 30% average ACOS, as you can see here. That is our target. So, I'm probably going to increase performance on these terms. But if I see a term that's performing less than our average maybe it this 3% and 8% and it's not a strategy that the brand wants to run, I'm going to pull back my bids, right, Unless I'm running a dealer discount. This is a way that really helps improve your total sales and your organic rank while still maintaining some of that level of profitability. What you don't want to do is spend a ton of money on a term that has a terrible conversion rate. All that's going to do is hurt your organic rank because Amazon wants the products that are converting the best at the top of the page. So, keep that in mind when you're running your bid magic and be a little bit more strategic around these increases and decreases during Prime Day. Destaney: The second thing we want to do is if we're running deals or discounts, this is even more so. We want to create a couple of campaigns focused on winning top of search. Now, Bradley and I have talked quite a bit about this area and whether or not to use high bids or whether or not to use placement modifiers, but for Prime Day specifically, especially if we have a deal badge on our ad, we create campaigns for the top of the page. The reason being is, as we know, customers are looking for deal badging and the best place to see that deal badging is the number one slot on the page. Now, most people can't afford to win this 100% of the time. It's just incredibly expensive. In the supplement space it would cost you around $90,000 in spend to win one keyword over 80% impression share $90,000. And this was last year. So, this is why we create separate campaigns is because we don't want to compete with all of our other campaigns that are focused on profitability. Destaney: We create one to two campaigns for one to two top keywords that convert better than anything. Profitability we create one to two campaigns for one to two top keywords that convert better than anything else and our one to two keywords that we want to improve our organic rank on and we're going to set insanely high bids and probably put also a top of search modifier on it. And when I say insanely high bids, people always think it's three to four dollars. No, that is not going to compete during Prime Day, especially not in a competitive market. For some of our campaigns where we only want to win top of search, we don't care what the return on ad spend is during that timeframe, because people repeat purchase or because we have a good deal. I'm talking $10 to $15 bids or in the supplement space it's $40 to $50 bids. That is the kind of bid that is often needed in competitive categories on Amazon. And again, why we do this is because our conversion rate is so much higher with our deal. We drive so much traffic because of our deal badging that our organic performance will improve and stick for the next four to six to eight weeks. And if we continue to maintain that high and heightened level of traffic, organic rank will stick the whole time. Destaney: So, we don't do this with all of our campaigns. We don't do this with every keyword. We cannot afford it, we would hemorrhage money. But we create one to two campaigns with one to two keywords and we set a budget that we can control in order to piggyback off of that conversion rate and those sales. So, think very strategically around this what keywords in your account are you converting better than everyone else? What keywords can you afford to win top of search on and create some of these campaigns so that way you can start improving your organic positioning on the page through PPC during Prime Day. Another quick thing to note is when you create your campaign, put top of search, put Prime Day in the campaign name or whatever you need to see, so that way when you see a poor ACOS or poor ROAS you don't pause it, because that's not the objective of the campaign. The campaign is to improve your BSR and to improve your organic positioning, not to drive profitability. So that's kind of a really quick tip and we'll probably talk more on that in the Q&A section. Destaney: The next thing that's incredibly important is to consider how many people window shop on Prime Day. So more frequently than probably any other time of the year, customers are clicking around sponsored display almost always does really well during prime day because this positioning on the page is really valuable. So, what we do is we create really specific sponsored display product targeting ads where we only target all of our own products and we run these with the increased budget on prime day. And we run these with an increased budget on Prime Day because we know that customers are less loyal. Now it can be argued how much brand defense campaigns you should run throughout the year and I have some good data to kind of back into those areas but during Prime Day I'm of the opinion that customers are less brand loyal. They're looking for deals, they're looking for discounts. So, make sure to protect your listing, especially if you have a deal. If you have a deal, the last thing you want them to do is land on your page, see a better competitor ad and click out. So, we increase and run specific prime day targeting strategies for sponsored display. Don't throw in hundreds of products to target. Don't put expanded product targeting. Only target your own brand name to make sure you are defending your listing. Other sponsored display strategies we can talk about later whether or not it's audience targeting, category targeting or retargeting, but this is something that needs to be ran in almost every single account. Destaney: Profitability or scalability focused. Maximizing your creatives is another big one. So almost all headline search ads are being forced to move to a custom image regardless, but even more so on Prime Day. It's needed to maximize your creatives because you need to stand out on the page, and when there are hundreds of deals, hundreds of discounts, you need to stand out on the page, and when there are hundreds of deals, hundreds of discounts, you have to stand out by how you've built your brand. So, look at the differences in these two ads. They're both selling the same product, but one of them is way more eye-catching. The bottom one also will typically drive a 200% increase in click-through rate, which is incredibly, incredibly important, because as you're running these ads, everyone's running deals right. Almost everyone in your category is gonna run some level of dealer discount, so if you're not, you have to stand out. Destaney: Adding a lifestyle image is one of the number one way to improve the performance of your sponsor brand ad and your sponsor display ads. So go in there and get that done If you don't have the creative to make this happen, use Sponsored Brands AI Builder. Is it fantastic? No, not always. I said no really aggressively, but we actually have used it for a lot of brands. It's not always as fantastic as a professional shoot, but is it better than nothing? Yes, because even if it's a poor AI creative, you're not getting charged. A list of customer clicks. Sponsored brands ads are pay per click most of the time, right. So, get it up and running to bring eyeballs to your listing and then, if the customer is still interested, they will click on. So that is kind of the biggest thing that we recommend from a sponsored brand sponsored display ad perspective. Immediately get your lifestyle images uploaded. Destaney: The other thing we're going to discuss is creating remarketing campaigns. So, one thing that you have to consider is, again, 40% of households are on the platform. This is your opportunity to get your brand in front of hundreds of hundreds of thousands of customers. Now, some of them may not purchase. Some of them may look but not buy, as we know. So how do you take advantage of that traffic? The 30, 45, 60, 90 days after prime day, you create remarketing campaigns. You can create remarketing campaigns directly with an ad console with sponsored display. As you can see, there's a target added section here. Remove all of those targets. Amazon auto-populates some of them. Remove them. All you want to do is create a remarketing campaign within the look back window that you would prefer. Why this is so important is because if a customer was looking at your product during Prime Day, they are interested in it probably throughout the year, right? So, you're able to capture that customer ID and then serve them an ad 45 days later when maybe they're ready to repeat, purchase or buy a new one, right? This is a really valuable way to take advantage of all the traffic you're getting on Prime Day and monetize it later on throughout the year. If you run this same campaign within DSP, you can also get even more targeted. Within DSP, you can say hey, I want to go ahead and serve everyone an ad. Who viewed my page on Prime Day but did not purchase. Or who viewed my competitors but did not purchase, right? If I'm selling TVs, you don't want to continue serving someone an ad. If they already bought a TV, they probably don't need another one, maybe. Destaney: So, within DSP, you can set up and create that audience where you own that customer ID that viewed within your category and you can get really targeted of negating and or highlighting certain audiences. So, this is incredibly, incredibly important. If you're not a fan of DSP or if you have any concerns red flags you think it's terrible drop those concerns in the chat because I can answer them. Around. 90% of the time, DSP does not work because it's not ran appropriately or expectations weren't set or it was spent too much money without highlighting how granular you can get and, if that's the case, run sponsored display ads to dip your toes in and play around with getting really granular with your remarketing audience to take advantage of Prime Day traffic. Those are all the biggest things that we had here, so I wanted to leave it at that and then hopefully answer some of the follow-ups we had. Bradley Sutton: That was good. The main takeaway guys. I mean, there's tons of takeaways you guys should have, but I hope one of the main takeaways that maybe opened some of your eyes is that when we're talking Prime Day, PPC readiness, it's not just July 16 and 17 that you have to keep in mind. There's stuff you have to do before Prime Day PPC readiness. It's not just July 16 and 17 that you have to keep in mind. There's stuff you have to do before Prime Day. There are things that you have to keep in mind, like this last slide about after Prime Day. Prime Day has a big impact and it's outside of just two days, so just keep that in mind. If there's one takeaway, make sure you remember them. One question of somebody made about 10 minutes or so ago not necessarily about prime day, but it's especially important because of prime day coming up is she's been sold out a month and I've actually talked to some sellers like this. They're worried. Like prime day is coming back. Um, how do I regain my momentum? As far as you with PPC to make sure I'm okay for Prime Day, so what would you say to Paula? Destaney: Well, I think Prime Day is actually a fantastic time to launch if you can find out or carried away to stand out on the page. The biggest thing I would say is you almost need to restart your honeymoon period. I know this is more Bradley's area of expertise, but a lot of people will go out of stock and then come back into stock and expect to have the same BSR, same positioning on the page, same traffic as they did prior. That's almost never the case. From what we've seen, we see a huge drop in just organic positioning. So, the biggest thing is like setting expectations and making sure you're preparing your budget. When you come back into stocks, you're probably going to have to spend more money up front to make up for the sales volume that you did receive organically. Now, with it being Prime Day, I almost recommend at least having a coupon or something on your page to improve your conversion rate relative to your competitors and then just spending maybe a little bit heavier up front, knowing you're going to make up for that once your organic position goes back to normal. Bradley Sutton: All right, what else we have here? We've got, Gianna from. She says if I've paused keywords in the past, I've not performed well. Is it worth reactivating them with low bids during prime to generate visibility and perhaps sales, or is it better to leave them paused? Oh, that's a nice and juicy one right there. Destaney: I wouldn't say that they're gonna perform that much better on prime day, unless maybe you're a lot cheaper and you have a good you know deal badge or something along those lines. I would say why did you pause them instead of lowering your bids? Right, if they're absolutely converting terribly and you've got 50 clicks and no orders like, okay, that makes sense, pause it. But if they've driven any sales in the past, maybe you do start them with a really low bid just to see what can happen. But this is again drawing. If you're only focused on profitability, probably not. It's probably not conformed that much better out of the blue. But if you are focused on maximizing sales, maybe it is worth looking at. You know, last 90 days what keywords have driven an order, even if not profitably, and what should my bid be, knowing my conversion rate may be higher. Bradley Sutton: One quick question I have for you before I go back is I think one of the things differently this year is Amazon's new rules on like sale prices and coupons and things like that, where, hey, you've got to be lower, you can't just artificially raise your price and then. And then you know, like some people do, and then people see, oh my goodness, it's 60% off, but it's just because they raised the price by 60%. Now, that being said, obviously there's going to be some people who still game the system, maybe from variation, abuse or some black hat stuff. But one thing that I've found now is, you know, like me personally, what I would do in the past is I would still have some kind of sales discount before prime day a little bit, just to get some momentum going and maybe increase on my organic. But now I'm all of a sudden, I'm trigger shy because I'm like, oh shoot, whatever discount I do now, that's setting my, my baseline price for this month, which means I'm going to have to do it even bigger. Uh, you know discounts, even getting a coupon approved. So, has that new rule changed any of your strategy at all? Or? Um, are you doing less pre? Uh, prime day discounts um, or what's your strategy there? Destaney: Yeah, I would say, less pre-prime day discounts and or just being a lot more thoughtful around our overall pricing strategy. Because I think, like that's always, like the biggest complaint I see with Prime Day is some brands like, no, don't do anything, don't make any changes, it's not valuable. Everyone's looking for discounts and it's like, yeah, that is true, but also, as we discussed, you're getting in front of 40% of households in America. So, I think, just being a lot more strategic around the timing, also realizing that if you overlap high spend and PPC and steep discounts, you're not going to be making any money, so you better hope you make up for it with inflated conversion rate and improved organic rank. Another big factor I think is, as we're starting to see more with Walmart and other retailers and external influencers, is just price matching as well. It's making sure that you have price parity across all of your platforms and your discounts are lining up in a similar fashion. Bradley Sutton: That's actually important, because last year Walmart Plus Week was the same week as Prime Day, but then this year Walmart has two of them and they're both not on Prime Day. One was already last month and one, I think, is this week or next week or something. So, yeah, definitely what Destaney just said Keep in mind, guys, because if you could lose the buy box on one or other marketplace, if you're running discounts on one but not the other, Sydney says, alright, during Prime Day she's going to have a deal badge. But she's asking would you run an ad on a keyword that you already have your product organically ranked on the first page, or would you target keywords based on the conversion rate, regardless of organic ranking? Destaney: Great question. So, the line that I usually draw on my sand is if I'm ranked in the top four, then I'll pull back on PPC. That's kind of the line. Page one does not matter. In my opinion. 80% of click share goes to the number one carousel on the page, the top four, that's 80% of clicks go there. So even if you're ranked on page one but you're at the bottom of the page, you're not getting near as much visibility and you can be booted really quick. So, we typically say, hey, if we're in the top four, that's a great place to be. If I'm five through eight, sometimes that's okay as well. It really depends on the category. But you got to think as a customer. If you're shopping on mobile, you see a headline search ad, you see three sponsored product ads and then you see your four organically ranked, and then you have another sponsored ad carousel. So, a customer has to scroll quite a bit just to get to 10 to 50. So that's kind of the area that we see. Cannibalization starts happening when you're ranked in the top four and you're advertising in the top four. Other than that, you really don't need to worry about it too much. Maybe you lower your bids a little bit and you focus on that mid-point in the page. But yeah, good question. Bradley Sutton: Johnny says sponsor display as CPC or VCPM for protecting your own listings. Destaney: For protecting my own listings, I do recommend a CPC model. VCPM gets a little murky when it comes to attribution because it's quite a bit different, so I like just controlling my CPCs and only targeting the specific ASINs I want to target. Bradley Sutton: Danica says in order to maximize the sales, what percentage uplift or down of the PPC spend will you do in two weeks ahead of Prime Day, a week ahead on Prime Day, after the Prime Day? Destaney: Good question Really depends on ROAS and overall budget. If we're being honest, we have some brands that will do a 15% increase in spend for lead-in. So, we'll segment our campaigns that we want to increase. We know that performance is going to be terrible. We'll invest in DSP. We'll do a lot on the awareness side 15% to 20% heavy. Some brands that have a specific marketing budget will go even higher. But if it's like a traditional brand that's focused on tacos, ACOS, then we'll only increase 5% to 10% for lead-in. And then on Prime Day, again it really depends on budget because you can maximize your spend if you want to, but you got to make sure you're hitting sales targets. You spend if you want to, but you got to make sure you're hitting sales targets. Lead out, as mentioned, was stronger last year than we've ever seen it before. So, I believe our lift for lead out was around 12% the two weeks after. Bradley Sutton: Another good one here from Dion. He's, or she, is still in launch phase, so it's only been a little over a month since they created their listing, so he's not profitable. He's still trying to get that traction. Should he or she stay away from doing you know, prime Day activities and just keep going with his launch, or what is your suggestion there? Destaney: Honestly, as mentioned, I've seen multiple brands launch products on Prime Day and have an amazing head start because their traffic is so much better, even from a review positioning standpoint. If you can get 50 people to buy your product on Prime Day and 5% of them leave reviews, that's a really, really good start. If you don't have the money for it, then, yeah, probably stay away. But if you have enough reviews even in your launch phase to have a decent conversion rate, then it's a really big opportunity to get in front of a lot of customers. That's going to drive sales volume and increase your review count. Bradley Sutton: All right. Last question of the day is any specific strategies for advertising listings with lightning deals. Destaney: Nothing too specific. You can create specific sponsor brand ads and shout out the deals in your headline. You can also. Usually what we've seen historically they change this frequently is if you run additional auto campaigns not necessarily additional, but if you have auto campaigns on the ASINs with lightning deals, they typically do win unique inventory on the page, whether it's frequently bought together, the lightning deals page on Amazon or other segments of like sponsored deals. So just make sure you have the maximum exposure we discussed Bradley Sutton: Okay, so now, what homework do you have for everybody from now until next week? Again, like I said, guys, this is like the third, fourth, fifth thing in a row that we've been doing about prime days. We want to make sure you guys have the best prime day. What do you want people to do from now until next week? Uh, and then report back to you on when you come on. Destaney: I would say the biggest things are we released a prime day checklist which covers things outside of amazon advertising as well, so I would 100% check that out. The second thing I would do is really define is it that profitability or that scalability strategy? What are you trying to accomplish? And then go through the deck that I shared today I'm sure we'll send it out and just look for any of those low hanging fruit opportunities. Do you have your brand defense campaigns covered? Do you have your bids and budgets ready for lead-in, which starts really soon? Do you have the appropriate creative assets, custom imagery, video, lifestyle images, all of that? Do you have it ready to go? And then I think the reason we actually wanted to do a follow-up campaign is because a lot of the items that I mentioned are hands-on keyboard. You need to log in and make these adjustments. You need to look at your search terms tab in Atomic. So, we wanted to put a follow-up of like hey, here's everything we think you should do. Once you've identified what you want to accomplish, let's actually hop on and do a Q&A for everyone who maybe tries to launch a sponsored display ad and gets confused. You know, sponsored display is now overly complex. You have reach and sales and audiences, so we really wanted to give everyone the opportunity to then come in hot and ask questions. For hey, I tried to do this. It doesn't work, or this is what I'm seeing, this is what I'm not. Bradley Sutton: Okay, all right. So, guys, I don't have the signup sheet yet for next week's live, but just if you're watching this on YouTube, make sure to hit the notification for when we go live and look out in your email, we'll send you a message to register for that uh workshop. You guys have got your homework uh cut out for you. I've got. I put the link that she referred to right there. There are some tips from Carrie, some tips from Destaney and others there. h10.me/primelist. h10.me/primelist. Destaney, thank you so much for coming on here and sharing your knowledge. I got to kick back for half the workshop here and chill. I just listen and learn like everybody else. So, thanks for that and we will see you back here next week. You, Destaney, and also everybody else out there as well. Thanks a lot, everybody.
In this episode of The Addicted Mind, Duane and Eric Osterlind dive into the powerful concept of the inner child. They explore how past traumas influence our present reactions and behaviors. Understanding and healing your inner child can lead to profound personal growth and recovery. Learn about the history of the inner child concept, its impact on addiction and recovery, and practical steps to start your healing journey. Join us as we provide compassionate insights and actionable advice to help you nurture your vulnerable inner child and create a healthier, more balanced life. Download: THE INNER CHILD WORKSHEET Join Our Deep Dive, where we discuss this episode in depth. Register Here: https://theaddictedmind.com/deepdive Click Here to Join the TAM + Community Waitlist. Get the support you need. Key Topics What is the inner child and its historical background How past traumas influence current behaviors The connection between inner child work and addiction recovery Practical steps to heal your inner child The importance of community and professional support in healing Timestamps [00:00:00] - Introduction to the topic of the inner child [00:01:06] - Overview of the inner child concept and its importance [00:03:32] - Signs of a wounded inner child [00:04:45] - Historical background: Carl Jung and John Bradshaw [00:06:21] - The impact of a wounded inner child on adult life [00:09:55] - How inner child work aids in addiction recovery [00:13:15] - Practical steps and resources for inner child healing Resources: Addicted Mind Episode with Eddie Capparucci, LPC, C-CSAS, CPCS https://theaddictedmind.com/how-the-inner-child-impacts-your-sexual-addiction-with-eddie-capparucci/ Books: Healing The Shame That Binds You - John Bradshaw https://amzn.to/4bmlezH Going Deeper: How the Inner Child Impacts Your Sexual Addiction - Eddie Capparucci, LPC, C-CSAS, CPCS https://amzn.to/45LAQLX Learn more about your ad choices. Visit megaphone.fm/adchoices
week's Tacos Tuesday show is brimming with expert advice on leveraging Amazon's new data rollouts, like brand metrics and category insights, now seamlessly integrated into Helium 10's Adtomic tool. Discover how these new metrics can help you understand both organic and sponsored performance, offering a pathway to improved conversion rates by analyzing category averages. Plus, we dive into innovative advertising elements, including AI and sponsored TV, to future-proof your Amazon PPC strategies. Launching a new product on Amazon and unsure about the best PPC tactics? Destaney breaks down the nuances between phrase, broad, and exact match campaigns, emphasizing the necessity of bid evaluation and search term analysis to boost exact match performance. Learn about keyword isolation and its potential to enhance relevancy and campaign success. With actionable tips on using our Keyword Tracker to analyze Amazon's recommended rank, you'll find out how to significantly improve your organic ranking during the crucial launch phase. As Prime Day approaches, how can you keep your ad campaigns sharp and your sales soaring? We explore effective strategies to drive extra traffic while overcoming eligibility issues, such as running sponsor brands to subpages and utilizing alternative platforms like TikTok and Google. Our discussion includes crucial advice on building landing pages for optimal conversions and making savvy budget adjustments for Prime Day. Balancing defensive campaigns with organic sales is key, and Destaney shares her wisdom on maintaining a competitive edge without cannibalizing your organic presence. Join us for this insightful episode packed with practical tips to elevate your Amazon advertising game! In episode 571 of the Serious Sellers Podcast, Bradley and Destaney discuss: 00:00 - Amazon Advertising Strategy Session & AMA With Expert Guest 03:11 - Brand Metrics in Advertising Strategy 05:31 - Value of Amazon's Search Query Performance 08:48 - Understanding Repeat Purchases for Supplements 13:44 - Keyword Isolation Debate and Strategy 17:13 - Amazon Relevancy and Ranking Insights 20:45 - Optimizing Pricing Strategy for Prime Day 22:43 - Optimizing Amazon Advertising Budget Allocation 23:59 - Alternative Traffic Sources and Prime Day 30:22 - Amazon Advertising Strategies and Tips 31:31 - Planning for Prime Day Success ► 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 expert guest Destaney back on TACoS Tuesday and she's going to be answering a lot of advertising questions on a variety of topics such as keyword isolation, sponsor display strategy, Prime Day, PPC tips and more. 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 ad's 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.me/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 is our monthly TACoS Tuesday show, where we talk about anything and everything Amazon advertising related. And as always, we have special guests on with us each month and every other month we have the specialist of guest here. So, without further ado, let me go ahead and introduce her Destaney welcome, welcome back. How's it going? Destaney Wishon: It is going incredible. Super excited to be here. Bradley Sutton: Can you believe we are in the middle of June of 2024 already? It's like I don't know what's going on here. Destaney Wishon: We're already being thrown straight into Prime Day planning, like it never stops. Bradley Sutton: Yeah, it's never ends and, like I think the last few years that I've been in the Amazon world, it has been the fastest years of my life, like it's just going by. There's always so many things to do. So, just right off the bat, let's, let's just kick it off with anything new in the Amazon advertising world. Over the last couple months since you've been on here, you know like new reports from Amazon or your team has been trying out some new strategies or trying out some new ad types or different things, anything you can update us on. Destaney Wishon: I think the two biggest things Amazon's given us a lot more data lately. Helium 10 and Adtomic have already been pulling in some of that data from like a category perspective, so insights and planning brand metrics, which is being tied directly into Adtomic now, is one of the best rollouts in my opinion, and they've recently updated it to add even more data around like subscribe and save and lifetime value and repeat purchases, which is always a conversation for sellers, as well as allowing us to see category comparisons how many clicks are within our category, how many detailed page views are within our category and how are we comparing to average. I think that was a huge rollout. And then the second big rollout is just all the creative elements we've gotten recently, either from an AI perspective or like sponsored TV. I think those are really big and even if you're not ready for them yet, it's showing the direction Amazon's going, which is the important part. Bradley Sutton: Yes, now I was on some kind of training yesterday or day before and somebody actually asked about that the brand metrics that is showing in advertising, and so that brand metrics page that's showing all you know the data there is across organic and sponsored, or it's only showing you what's happening in sponsor. Okay, good, yeah, I was like there's a 50-50 chance. Somebody asked me which one and I'm like I'm going to, because I saw there was some like fine print and it just made it seem like it was across the board. So how are you, which parts of that are you using and how is that affecting your ad strategy? Destaney Wishon: I think the biggest thing is again, it's showing you retail and advertising, organic and advertising combined so we don't really have a lot of resources for that anywhere else. Those are two different API's from a technical perspective. So, amazon doesn't usually give us that data. But you know there's a lot of questions already in the comments asking about conversion rate and performance and efficiency. And Amazon advertising is amazing for driving clicks. That is its job. Think about it as a customer. If you click on a sponsored ad, you're ready to purchase and if you don't purchase, it's because the price was wrong or the listing was poor, the reviews were poor. If the ad drove the click, it was successful. The reason brand metrics is important is because brand metrics gives us conversion rate compared to the category. So, you can pull up brand metrics right now and like, let's say, I'm selling dog toys, I can see that my conversion rate is a 23%, but the category median is a 30%. If I'm converting less than the category, my PPC is not going to be near as efficient, because people are going to click, but they're going to buy a category product and not mine. So that's probably the biggest thing that I'm using it for. Bradley Sutton: Okay, cool, cool. Now you know. Speaking of conversion rates, you know obviously there's search create performance that can help you with your conversion rates at the even keyword level. But then there's also the counterpoint that sometimes people do is that, hey, you know, the data there is so limited compared to overall. You know, like anybody can just see the number of sales and compare it, because there's only a certain kind of, you know a certain set of situations where it's going to register in search query performance. You know, like if somebody clicks something today and then 25 hours later, they actually buy it, it doesn't count. They click on something, they click something else, they hit back on their browser and they purchase. It doesn't count. You know, like I don't know about your experience. My experience sometimes is between twenty-five to forty percent of overall purchases, but my opinion I just want to get yours is that it's still valuable because it's still apples to apples it's not giving you the whole picture but valuable because it's still apples to apples. It's not giving you the whole picture, but you can at least benchmark what's happening with you at the keyword level compared to the exact same situation for other competitors. Is that how you feel, or are you kind of ignoring that data. Destaney Wishon: A hundred percent. From a volume perspective, like a sales volume or an impression, I don't use it because, like you said, it's a smaller data set, but from a conversion rate perspective it's probably still showing you. You know 30% to 40% of your overall data set, but from a conversion rate perspective it's probably still showing you. You know 30% to 40% of your overall data set. Here's how it converts. So that actually scales out pretty well in my opinion, and that is super, super valuable to understand. Because, again, if someone else is converting better than you, they're going to get the same amount of clicks but drive more orders. That's what conversion rate is at the end of the day. So. when you're able to dive into SQP, you can actually see those comparisons on the search term level. Bradley Sutton: Yes, absolutely. All right. Now, going back to Atomic, you had talked a little bit about Adtomic and some of the newer features, but something that's been out for a while now is the custom bid rules. Have you, for any of your clients that you're using Atomic for, have you started at all with the custom bid rules? or are you still using, like, just the Adtomic algorithm and making decisions based on that? Destaney Wishon: Anyone who, I think, has followed me knows that I'm a pretty big fan of breaking out by strategy. So, that's where we recommend implementing custom bid rules is because there are certain keywords that maybe you are willing to take a loss on at the end of the day from a keyword level. Again, be clear. I don't want to say you know, go run your overall amazon advertising at a 400 ACoS but there's certain strategies that are going to need different rules and that's why it's so important not to have a set it and forget it automation running. In my opinion, now if your only goal is a 20% ACoS, you don't care about anything else. Your only goal is profitability for your business, for your solopreneur endeavors. That's fine, but if you're really building a brand that's going to scale, it's so competitive in the category and CPCs are kind of increasing that you're going to need to have some keywords that maybe you target at a 50% ACoS because they're your top sales driving keywords, and then maybe you're creating a campaign targeting competitor ASINs that you want to run at a different ACoS. That's where it gets really important to start building out those segments and strategies. We also do it on the lifecycle level. So, if you have an established product with hundreds of reviews, you can run at a lower ACoS because your conversion rates higher. If you have a new product launch, you don't want to set a low ACoS or else you're going to drive zero sales and your honeymoon period is going to flop because you have no data. Bradley Sutton: So, there's a lot of people, maybe even watching, who are for the. If they're just getting into supplements, they're. They probably have some crazy sticker shock of what kind of cost per clicks they have, but you know how, how do you count? You know how, how do you calculate LTV? You know, with the data that Amazon you know gives and tools available and where is your like, like, how do you, you know help brands like that really focus to make sure long term they're profitable? Destaney Wishon: Historically, this has been a really vague area in Amazon. They haven't given us a lot of insights. I know that we have a lot of plans on the Helium 10 side here, but the first thing that you need to consider is just that repeat purchase rate. In supplements we consistently see $20 to $40 cost per clicks for a $20 to $40 product. And the part that people need to remember is, if you get a customer to buy your supplements and you believe in your product, your supplement should be good enough that they buy it the next month and the month after and the month after. So, that's why lifetime value is so important to understand, because if they end up buying your $20 supplement four times, that's $80. So, even though you paid $20 cost per click, the product you sold was actually $80, because ideally, they come back and repeat purchase from you. So, it's super important. I think. When it comes to actually coming up and finding those insights, the majority of people rely on typically their DTC information because that's where you have it most easily accessible. Amazon gives you subscribe and save data within brand metrics, insights and planning. Amazon gives you subscribe and subscribe and save data within brand metrics, insights and planning, like I mentioned, and also through DSP, you can have a pretty clear indicator of what you subscribe and save or your repeat purchase rate is, and that's what helps you justify those high cost per clicks and that's why you see them as well. People know that someone comes back five to six times. They're going to be willing to pay for that first purchase because they have a great product. Bradley Sutton: All right, we got the first question from Joan. Joan says it's a pretty common question. I would say what's the best strategy to control ad spend? For a $21 item in a competitive niche, cost per click is often over $2. Some of those supplement sellers wish they had cost per clicks at $2. But we're selling product but we're only helping Jeff buy more rockets. We aren't profitable unless I can improve ad spend efficiency. So, right off the bat, if at $2 on a $20 product they're not profitable, probably their conversion rate is not very high. I'm assuming on some of these keywords. Destaney Wishon: A hundred percent. The first thing is to realize whether or not you have a conversion rate problem or an Amazon advertising problem. So, going back to our initial kind of call out, I recommend going into Adtomic, going into your account overview. A few people later on have asked this question on where you find the data I mentioned Adtomic, account overview, brand performance and then, once you're within brand performance, you can niche down and figure out how you're performing compared to the category. If you're converting better than the category, then it is an ad efficiency issue. It means you need to improve the keywords you're targeting. Instead of going after dog toy, which may be too broad for your dog toy, go after soft dog toy for small dogs, where you're going to be sacrificing lower volume but a higher conversion rate because the keywords are a lot more related to the product you're selling. So, you can justify that $2 cost per click. The other answer is to just lower your bids. If you can't afford $2 because you're not converting, well, lower your bids. What's going to happen when you lower your bid is your ad's going to show up in less premium real estate at the bottom of the page, or page two and page three, but it's going to be cheaper and more profitable for you. So that's the trade-off you're going to have to make until you improve your conversion rate. Bradley Sutton: Jay Smith says hello from the UK I recently launched should I be doing this in a British accent? I recently launched a new product and I'm finding my phrase and broad match campaigns are performing much capital, much better than exact match. Are there any scenarios where you would suggest pausing exact match campaigns and only running phrase and broad during the first few weeks of launch? I don't think I've seen this question before. Destaney Wishon: Yeah, I wouldn't recommend pausing them. I think the first thing you need to realize is do you have different bids across all three of them? More than likely your exact match bids are higher, so it's maybe just a little bit more expensive for you. The other thing to consider is, again, if I'm targeting dog toys, an exact match that's really broad from a term itself right, so it can be a little bit competitive targeting just dog toys. But if I run dog toys and broad, I'm showing up for dog toys for small dogs, dog toys for this, this and this. So, sometimes your broad and phrase match are going to be a little bit more profitable because they're targeting longer tail terms that are more aligned with your product. So, open up your campaign, open up your ad group, look at the search terms that those broad and phrase matches are performing on and if they're long tail, take out those long tails and put them into exact match and you can control the performance just as well. Easy answer is lower your bid on exact match to find the conversion ACoS point. But the longer answer and the better long-term solutions to figure out why the search terms and your broad and phrase match are performing that much better and then move them to an exact so you can control a bit precisely within your exact match campaign. Bradley Sutton: Excellent. On the flip side, here's one that we get all the time and this is, you know, the eternal debate. this is an eternal debate here. Uh, it's from hey, hey there. When you use a search term from an auto ad for an exact or product ad, should you move it to negative in the auto to avoid redundancy? Is there any cost per bid difference that could affect impression and conversion between those ads? So, this is also called keyword isolation and Destaney, what's your philosophy on that? Destaney Wishon: I am very familiar with why people isolate keywords. We personally don't isolate keywords because we find that when you move them from an auto campaign to a manual campaign, you're starting from scratch from a relevancy perspective. So, within your auto campaign you got to think, your bids are typically lower. They're typically slowly focused on profitability, so you're casting a really wide net. So, the ASIN or the search term you're converting on within the auto campaign could be on page seven and page eight. It could be within the frequently bought together section that's a new sponsored section or anywhere else on the page and it's running well for a reason because Amazon has, you know, the shopper history and they're targeting those placements because they have a lot of data. When you pull it out, if you negate it, there's pretty much a hundred percent chance it's not going to perform the exact same when you put it into a manual campaign. Most people kind of almost restart that relevancy journey that they were on and find that their manual campaign does not perform as well, especially in the first six to eight weeks because you have to refine that sweet spot. We continue to run them separately and just control the bids. Destaney Wishon: There's a few scenarios where I could recommend isolation. If it's your core keyword, eating up all of your impressions and sales in your auto campaign, sure move it over to a manual. But then also the second part of your question is there a cost per bid difference? Yes, typically there is per bid difference. Yes, typically there is. We find autos are typically winning inventory for lower CPCs and impression conversions. Also, a yes, your manual campaigns typically higher impression because you're typically running a bid specifically for that keyword. Bradley Sutton: Excellent, excellent. All right, a question I think I can handle. I'll do this one that's from Jay Smith. During the first week of launch, my sales have been really high, especially on top keywords, but my organic rank is not moving much on many of the top keywords. Any tips for improving organic rank during launch, or does it just take time and consistent sales? My BSR is top 10 in my subcategories when my sales are good. So, a couple of things. First of all, make sure that you have boost on in keyword tracker so that we're checking 24 hours a day and rotating browsing scenarios just to see you know, who knows, maybe your rank is improving in some locations, just not, uh, others or some browsing scenario. So, make sure you have that boost on. That's that rocket ship. The other thing is look at the CPR number inside of keyword tracker. Once you have you know you already said you have the keywords in Keyword Tracker there's a customized CPR number. It's actually different than the one that's in Cerebro and Magnet because it's specific to your listing, takes into consideration the age of it, your Title Density and things like that, and then see what that number is. If that number is, let's just say, 50, that means that, hey, over a week, week and a half, you would need around 50 people to search, find and buy your product, whether it's organic, whether it's in PPC. Probably it's going to be PPC. If you're not organically ranked very high, it's 100% from PPC and so you can clearly see how many conversions you're getting on that keyword and that's the best chance, that number of getting you to stick to page one. So, if you're not at that number yet, well, there's another reason. Bradley Sutton: The other thing to look at is you could have a relevancy issue to Amazon. So run your product in Cerebro and then sort it by Amazon recommended rank. All right, this to me is the most slept on mini feature in all of Helium 10. It's a direct link to the Amazon API. This is not a Helium 10 estimation or an algorithm or anything like that. It's directly to the actual Amazon advertising API. But it gives you a look into what Amazon thinks your product is. So just sort that in ascending order, meaning it's, you're going to see the Amazon recommended rank one, two, three, four, five, six, seven and just take a look at the general uh, those, those general keywords. It tells you what Amazon thinks your product is. And so, if it does, if some of the keywords you're trying to increase your rank on are very specific and none of them even appear, like in the top 20, 30, 40, 50 words, well, yeah, it might take you. It might take more effort, to get to page one. Or you need to re-optimize your listing to kind of like show Amazon what your product is. But I've had issues like that where my listing was fine but Amazon was confused about it and so, even though I was getting sales, it wasn't increasing my organic rank. So, there's three things that you can try there. Kim says is there any magic mojo way to control profitability? When bids quickly rise due to an upcoming event like Prime Day, I often find that the increase in sales rarely offsets the lost profit. So, if I could find an automated way to control bidding, it'd be helpful. There's some good questions today. Destaney Wishon: There is. Your bids don't change unless you're changing them is the first thing that I'll say. So, unless you're using a software with rules that you're changing them is the first thing that I'll say so. Unless you're using a software with rules that you're not controlling or you have aggressive placement modifiers on, your bids will stay the same, regardless of what-? Bradley Sutton: She's probably talking about cost per click. I bet you she mistyped that probably. Destaney Wishon: CPCs. So, if we're talking about CPCs, it's also related. You're not going to see a major change. You can keep your bids low during Prime Day if you want. Just know that you're probably not going to get as much traffic because the rest of the market is increasing their bids. So as everyone else is bidding higher and higher and higher, it's like bidding on real estate. You're going to be showing up lower, lower on the page, so you're just going to get less sales and some people are okay with that on Prime Day. I will say personally, across the board, as an agency, we find that the increase in conversion rate almost always offsets the increase in bids when we're really strategic. That being said, the majority of our brands do have some type of promotion or deal or discount, so their conversion rates inflated because customers think that they're getting a deal. So, short answer is don't rely on placement modifiers and keep your bid management software set to a target ACoS and you're probably not going to see that big of a change in bids on the day of. Bradley Sutton: Shubham says what's our launch strategy for 50 product? Prime day is also coming up, we wanted to reduce the price to where our customer buys, but how many keywords shall we run in? Launch PPC? But let's just take the other part of that, you know, those people who might have some products that are going to be ready in the next, uh, month, month and a half. Should they just go ahead and launch? Should they wait until actual prime day and take advantage of that? Should they wait until after prime day? What's your general strategy as far as timing goes? Destaney Wishon: The first brand that I managed on my own as a consultant was a prime day launch and it was incredibly successful, but this was seven years ago. The thing to consider is how much you're going to lean into Bradley's point. If you don't reduce the price, you are going to drown in Prime Day and not do incredibly well, and you may not anyways, because you don't have a lot of reviews. That being said, if you plan on doing a pretty heavy discount on Prime Day, it is a fantastic way to get inflated traffic from people who are ready to buy, and customers on Prime Day are a lot less sensitive to reviews, in my opinion, and a lot more sensitive to price. So, I always hate this question because I feel like it's so dependent on budget and financing and all these other variables. But if you want to heavily reduce your price and stand out, then Prime Day is the way to go. There's no other industry that drives this amount of traffic on any specific day. I don't think, so definitely take advantage of that. Bradley Sutton: He had a follow-up question. He or she had a follow-up question. At what point should we start using Adtomic? We're new launching our very first product, so is there, like you know? Is this something that somebody should be using from day one, should they reach a certain advertising spend figure? What's your personal opinion? Destaney Wishon: Personal opinion is it's really dependent on, I think, what your skill set is internally and where your time's going. PPC is a major efficiency time suck. I think it's probably one of the most hands-on, consistent, redundant tasks and that's where everybody needs a bid management solution, no matter if that's you going in every day and managing bids by hand or relying on a tool like Adtomic. I'll leave that up to you. But if you're running any Amazon advertising campaigns and you're not managing your bids, that is the biggest mistake you can make. So, I think the convenience of Adtomic, incorporating directly into category insights and like Market Tracker 360, is the biggest value add in my opinion. But if you're in your first few weeks and you have time to go in and optimize bids manually, then that's perfectly fine. Bradley Sutton: David says what metric do you look at to determine where a budget needs to be increased or decreased across your campaign types? Sponsor brand, sponsor product and sponsor display? Destaney Wishon: Love this question. As a whole, we typically see sponsor products drive around 70 to 80% of sales because they make up the most real estate on the page. Sponsor brand. Sponsor brand's video is 10 to 15%. Sponsor display is the least amount of budget, only because most people aren't fully utilizing it appropriately. At the end of the day, sponsored brands and sponsored products, RoAS and ACoS should be almost the same if you're running them appropriately. I've pulled this across hundreds of millions of spend and it's still just targeting keywords and setting bids. So, for those two ad types, you should increase or decrease based off RoAS, for the most part, or ACoS, but your ACoS and RoAS should be the same. That being said, if you are managing a brand that has a good DTC presence or a meta presence and you have amazing video assets and amazing lifestyle images, sometimes we'll shift more budget to sponsor brand and sponsor display because we want to educate our customer with those videos before we convert them with sponsored products. Bradley Sutton: Chris says if you've got an eligibility issue, what are other ways to drive traffic aside? Destaney Wishon: A great question. If one thing we'll see is some brands will only have certain products running into eligibility issues, but all their other products will be okay. If that's the case, we recommend still running sponsor brands to the store. You can create a subpage with some of your products that are ineligible and some of them are eligible and continue to run sponsor brand traffic as a really quick workaround. Beyond that, I think it really depends on product type. Like TikTok can be fantastic if you're great at the videography and the UGC needed to make TikTok successful. Google can be good, but typically you need to build a landing page between your Google and your Amazon ads so that way you have your conversion increase still, Bradley, do you have any other recommendations here? Bradley Sutton: No, you kind of hit it, you know. And then, plus two, you know there's other platforms that you know might be able to drive some traffic. And then you know, the more your branded search increases, the more organic, you know, eyeballs you guys are going to get without, you know, sponsored, but you know that goes for anybody. You know whether you are eligible or not. That's kind of like the goal is to is to get a lot of organic eyeballs on your products without having to spend, without having to spend. Brendan. A lot of people think about Prime Day coming up, how do you approach prime day, lead in, lead out? When it comes to budgeting also, what's a fair estimate for cost per click lift? So, like, is there a rule of thumb where, hey, usually you need to increase your, your budgets this amount, you know to make sure you have enough, or usually you need to you know boost your cost per click X percentage. Destaney Wishon: I'm going to start with the lead in, lead out. That one's super easy to kind of answer. Typically, the seven days leading into prime day are historically the worst performance in all of Amazon advertising. End of story. That being said, the part that people forget is that customers are shopping. They're just not buying. That's why your clicks are up but your sales are down is because customers are starting to build their carts for Prime Day. They know that Prime Day is now a national holiday, so in the back of their mind, they may go onto a platform and say, hey, shoot, I need my toilet paper that I always buy. Oh wait, I'm not going to buy it until prime day, so I'm going to hold off. Destaney Wishon: So, some people like to lower their bids and budgets on the week leading up. I prefer to continue to run at the same strategy if I'm running a dealer discount, because those customers are going to add to cart and click and then when they see my discount the next week, they're going to check out. So, I am still building my funnel and attracting my shoppers the weekend, even though they're not buying until seven days later. That is one really important key to mention. Again, if you're not running deals or discounts, maybe it's worth it lowering your bids and budgets on lead in lead out. The last two years has been some of the strongest conversion rates we have seen across the board even stronger than prime day in a few instances. And that's because prime day is no longer prime day, it's prime week and it's being challenged by Walmart and every off platform. So, customers are still continuing to shop on the days after. Destaney Wishon: So, lead out, we continue to keep bids and budgets high and we'll also run a lot of retargeting if we're running any type of DSP or sponsored display, because sponsored display and DSP allows us to capture all of the traffic and all the clicks from Prime Day and then continue to retarget that audience after Prime Day. So that's super important and super valuable. And then estimate for CPC lifts. There's really not one because it's like every agency or software that releases CPC insights is skewed by the type of brands they're managing. Right, pack view always cracks me up. When pack view does like their insights, it's going to be skewed by a lot of enterprise brands. So, their CPC lifts could be 50% because they're running crazy discounts and have crazy marketing budgets. But maybe a smaller software won't increase their bids because they don't believe in Prime Day right, so we personally do 20% to 30% increase in bids if we're running deals or discounts and just go from there. Bradley Sutton: All right. Last question of the day before we get maybe into just your closing comments or your closing tip. This is from somebody new who hasn't asked a question today. Zee says does sponsored products and sponsor display defensive campaigns eat up organic sales? Does it affect my TACoS in the long run? Destaney Wishon: The answer is yes. There's some level of defensive campaigns. That would have happened anyways, but that's really hard to prove because the way Amazon is set up as a platform what happens if you do not advertise there? Someone else will. So, you need to decide on the balance of do you have a strong enough competitive advantage that a customer's going to stay on your page and not go to your competitor's page, and is it that big of a deal if you do cannibalize some of your organic presence? I would rather cannibalize some of my organic presence than lose a customer to a competitor. So, it's just deciding. Now, that being said, Celis, who is on the Helium 10 podcast, at one point he runs Lego, or used to run Lego. He was one of my great friends in the space and he tried to convince me that, like, branded defenses never need it. And I was like Celis, Lego doesn't have competitors, like, of course you don't need to bid on Lego. Who the heck's gonna try to compete? So, it's definitely a little bit dependent on depending on your category. I like the. I'm enjoying the conversation here on if it's niche or niche. Bradley Sutton: Andre says it's niche in the UK, all right, niche in the USA, he says so as well. Okay, yeah, we have started a big debate here this is the one takeaway that people have from today. But in order to make that the not the one takeaway people have, can you give us like a 30 or 60 second uh strategy to close this out, something you think that could uh help sellers, maybe leading up to Prime Day? Or it could be just a general advertising strategy or a metric that you think people are sleeping on, or an ad type anything at all that you can think of that quick hitting and people can take away from today? Destaney Wishon: I'll give two really big ones. Start viewing your Amazon advertising by strategy. Have some keywords solely focused on profitability, where your goal is to lower your bids and have an amazing ACoS and RoAS. Have some campaigns that are all about sales and driving volume and organic rank. Have some that are for brand defense. And when you segment out these campaigns, that gives you budget control. So, to Zee's question earlier of like hey, maybe I do realize my brand defense campaigns are eating up my budget. Lower your budget and shift your budget over to your organic rank campaigns. When you segment, it gives you maximum control. The second thing I'm going to shout out is the last webinar we did on ad type expansion. This is a hundred percent. The second biggest issue I see within accounts is not expanding to sponsor brands because they don't think it's right for them. At the end of the day, sponsor brands will perform almost identical to your sponsor products with good bid management and good campaign setup. But it's more real estate on the page that's unique real estate. So, you're going to show up at the very top of the page. You're going to show up on product detail pages in placements that sponsor products does not win. Bradley Sutton: Awesome, all right. Well, Destaney, thank you for sharing your knowledge with us. You're not going to be back here on TACoS Tuesday, at least before Prime Day. Maybe we can. We can talk offline about doing something Prime Day related, since there are so many Prime Day questions. It's obvious that it's top of mind and, unlike inventory and other things you know, PPC is something that you can kind of like up to the day before prime day, kind of like, you know, lock in your, your strategy, uh. So that is something maybe we can think about doing next month right before prime day. But, Destaney, thank you so much for joining us and thank you all for such great questions. It seems like every show, the questions get better and better. So, thank you guys for tuning in and we'll see you next month for TACoS Tuesday.
Ralph Burns and Lauren Petrullo are joined by John Moran, who is bringing you a groundbreaking discovery about Google's automated bidding strategies. You're going to get a look into how Google's price fixing could be inflating your cost-per-click (CPC) without delivering better positioning. John discusses his method of using manual CPC bidding and strategic conversion tracking adjustments to dramatically reduce ad spend while maintaining top search positions. If you're struggling with escalating CPCs and want to scale your campaigns effectively, this episode is jam-packed with advice and proof-of-concept screen shares that could transform your approach to digital advertising. Tune in to learn how to outsmart Google's algorithm and maximize your ad budget!Chapters:00:00:00 - Welcome to Perpetual Traffic: Unveiling Hidden Ad Costs00:01:02 - Meet John Moran: The Man Exposing Google's Price Fixing00:02:19 - Deep Dive: Uncovering Google's Automated Bidding Mysteries00:03:40 - Hacking the System: Reverse Engineering Google's Algorithm00:06:10 - Proof in the Data: Confirming the Price Fixing Theory00:07:02 - Real-Life Results: How Case Studies Reveal the Truth00:11:14 - Fighting Back: Strategies to Overcome Google's Tactics00:15:01 - Shocking Changes: The Impact on CPC and Conversion Rates00:18:45 - Case Study Insights: How One Change Led to Dramatic Savings00:20:30 - Tactical Adjustments: Modifying Bids for Maximum Efficiency00:22:15 - Real-World Applications: Success Stories from Different Sectors00:24:03 - Navigating Manual CPC Limits: What You Need to Know00:26:32 - True CPC Value: Understanding What You're Really Paying For00:28:07 - Metrics That Matter: Conversion Tracking and Business Health00:31:23 - Benchmarking Success: Evaluating Business Health Metrics00:34:53 - The In-App Metrics Dilemma: Challenges and Misconceptions00:37:22 - Aligning Goals: How Business Metrics Drive True Performance00:39:10 - Bridging the Gap: Syncing Marketing Efforts with Business Health00:41:08 - Winning Strategies: Leveraging CPC Adjustments Effectively00:43:22 - Wrapping Up: Key Takeaways and Actions to ImplementLINKS AND RESOURCES:Episode 584: The Ultimate Google Performance Max Masterclass With Tier 11'S John MoranMeet the Tier 11 Team Why You're YouTube Ads Wrong with Tom BreezeCost-per-click (CPC): DefinitionAbout Target ROAS biddingManual CPC biddingAbout conversion trackingTier 11 JobsPerpetual Traffic on YouTube
This week's guest is Destiny Huff and I had the best time talking to her about IEP accommodations and modifications that are neurodiversity-affirming. I know that we are all trying to write IEP's that are strengths-based and ND affirming, so you are definitely going to want to carve out the time to listen to this episode! We also chat about how we can partner with advocates like Destiny, vs seeing them as an adversary. There is so much packed into this week's show, so head over and listen to it TODAY! Topics Discussed: Accommodations vs modifications on IEPs Examples of neurodiversity-affirming IEP accommodations Challenging behavior and FBA's vs. accommodations How to learn more about what a child responds best to at home Seeing an advocate as a partner vs an adversarial Bio: Destiny Huff, MS, LPC, CPCS is a late-diagnosed Autistic-ADHD military spouse, doctoral candidate, and mother of two neurodivergent boys. She runs a private practice as a Licensed Professional Counselor and Certified Trauma Focused Cognitive Behavior Therapist (TF-CBT) in the Mental Health field. She also runs Destiny Huff Consulting and is a Neuroaffirming Special Education Parent Advocate and IEP Coach who helps parents advocate for their neurodivergent learners at the IEP table and provides training on Autism, ADHD, and neuroaffirming practices to organizations. Links: Instagram: https://www.instagram.com/destinyhuff_iep_advocate/ Facebook: https://www.facebook.com/profile.php?id=100086179467473 Website: https://www.destinyhuffconsulting.com/ Click Here For Neuroaffirming Accommodations Freebie Other Links You May Be Interested In: Autism Little Learners on Instagram Autism Little Learners on Facebook You can also join my free Visual Supports Facebook Group to “hang out” with like-minded educators and parents who want to take action and implement visuals at home or at school. Be sure to subscribe to The Autism Little Learners Podcast so you don't miss future episodes. Plus, leave a rating & review on iTunes….this will help other educators and parents find this podcast! CLICK HERE to leave a review on iTunes, then scroll down to “ratings and reviews” and click “write a review”. THANK YOU!
Today, Hunter sat down with Duci Goncalves and Lael Chester to discuss how Massachusetts has started to reimagine how the criminal legal system treats emerging adults. As most of us remember, we didn't always make the best choices as children, and that questionable decision making didn't just improve the moment we turned 18. Yet in the criminal legal system, 18 is treated as a magic number where suddenly we assume you are a fully developed adult. With new brain science, we understand that 18 is not some magic number, and those between the ages of 18-25 still have a developing brain. To adhere to our understanding of modern brain science, Massachusetts is setting out on a new path to how the legal system handles emerging adult offenders. Guests: Duci Goncalves, Deputy Chief Counsel, Youth Advocacy Division, Committee For Public Counsel Services, Massachusetts Lael Chester, Director, Emerging Adult Justice Project, Columbia University Justice Lab Resources: Lael's Faculty Page https://justicelab.columbia.edu/people/lael-chester Massachusetts Changes LWOP for Emerging Adults https://www.bostonpoliticalreview.org/post/mass-supreme-court-raises-life-without-parole-sentencing-from-18-to-21#:~:text=January%2015%2C%202024%2C%20marked%20a,sent%20waves%20throughout%20the%20nation. Commonwealth v Robinson https://caselaw.findlaw.com/court/ma-supreme-judicial-court/115703587.html Commonwealth v Mattis https://caselaw.findlaw.com/court/ma-supreme-judicial-court/115703895.html Emerging Adult Innovation with CPCS a) Website page on the national EAJ Developmental Framework project: https://www.eajustice.org/ea-developmental-framework b) Announcement of the launch of the project: https://static1.squarespace.com/static/5c6458c07788975dfd586d90/t/642b478230438b045ee02455/1680557954756/Columbia+Justice+Lab+Announcement+of+EAJ+Innovation+Sites+3.31.23.pdf c) JJIE article: https://jjie.org/2023/05/11/1442839/ Emerging Adult Information https://www.zocalopublicsquare.org/2021/07/22/reimagine-juvenile-justice-emerging-adults-gen-z/ideas/essay/ Raise the Age Campaign https://www.raisetheagema.org/ Contact Hunter Parnell: Publicdefenseless@gmail.com Instagram @PublicDefenselessPodcast Twitter @PDefenselessPod www.publicdefenseless.com Subscribe to the Patron www.patreon.com/PublicDefenselessPodcast Donate on PayPal https://www.paypal.com/donate/?hosted_button_id=5KW7WMJWEXTAJ Donate on Stripe https://donate.stripe.com/7sI01tb2v3dwaM8cMN *Any Comments made by Myself are mine and mine alone and do not reflect the views of the Colorado Office of the State Public Defender*
Is the Amazon marketplace's tide too strong, or can new and seasoned sellers still navigate the choppy waters of Amazon PPC to find success? Join Shivali Patel, along with Matthew FitzMaurice from Pacvue, as we chart a course through the intimidating yet rewarding seas of Amazon advertising. This TACoS Tuesday, we're not just talking shop; we're equipping you with a compass and map to master keyword research, manage bids with precision, and understand the rhythms of dayparting that keep your budget afloat and your goals in sight. Amazon's landscape is dominated by PPC, but that doesn't mean getting organic sales from your campaigns is a lost cause. We share a lot of tactics for enhancing retail-ready content and fine-tuning your bids to catch the eye of shoppers sailing by. Learn how to stay vigilant on the metrics that matter—CPC, impressions, and click-through rates—while also steering the helm of your PPC campaigns with the discerning eye of a captain deciding when to lower sails (daily budgets) or adjust course (bids). Our discussion also offers insights into managing the choppy waters of high-cost keywords and understanding when it's time to make a strategic retreat. Our final topic dives into using Amazon advertising to claim your market share. We uncover the secrets of sponsored product placements, brands, and display campaigns, aided by the navigational tools of Helium 10's Adtomic and Pacvue. Whether you're launching a new product flotilla or reinforcing the fleet of established offerings, we're here to help you sail smoothly through budget considerations, historical data analysis, and the essential practice of continuous testing. All hands on deck—this episode is a voyage to the heart of Amazon advertising success. In episode 563 of the Serious Sellers Podcast, Shivali and Matthew discuss: 00:00 - Amazon PPC Q&A and Ad Strategies 05:53 - Optimizing Keyword Campaign Performance 06:57 - Strategies for Boosting Organic Sales 11:37 - Optimizing High-Cost Keywords in Campaigns 14:09 - Optimizing Keywords for Market Share 16:41 - Keyword Performance Evaluation and Decisions 17:01 - Optimizing Amazon Advertising Performance 18:59 - Analyzing Sponsored Product and Display Performance 20:16 - Optimizing Sponsored Display Campaigns for Success 23:35 - Optimizing Keyword Campaigns for Efficiency 25:53 - Maximizing Amazon Campaign Performance 28:19 - Automations in Advertising Platforms ► 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, while also discussing the nooks and crannies of bid management, day partying, different ad types and so much more. Bradley Sutton: 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.me/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. And this episode is our monthly live TACoS Tuesday show, where we talk about anything and everything Amazon, Walmart, PPC and advertising related with different guests, and today's host is going to be Shivali Patel. Shivali, take it away. Shivali Patel: Hello guys, this is Shivali brand evangelist here at Helium 10, and we are back with a TACoS Tuesday episode. You guys are in for a treat. I know you have plenty of advertising questions and we have a special guest expert here to answer those questions for you. So with that, I'm going to go ahead and bring on Matthew, who is here with us to answer your questions. How's it going? Matthew: Good Thanks, how are you? Shivali Patel: Good, good. Thanks so much for jumping in. I know people have plenty of questions to throw your way, so before we really jump into those questions, I want to talk a little bit about you. Do you want to tell us a little bit about your background, what you do here at Pacvue and your, I guess, history with advertising. Matthew: Yeah, yeah, absolutely. Yeah, I'm Matthew Fitzmaurice. It's nice to meet everybody. I initially started in traditional advertising at a local agency in Baltimore where I live, very focused on kind of account management there, had exposure to social campaigns and kind of the traditional out of home. It was interesting. And then I kind of found my way into e-commerce and kind of felt it to be more relatable honestly, just like being on Amazon so much and just kind of interacting with different brands and products on what I felt like was a deeper level. So that's kind of how I got my start in e-com. I've been in e-com in general I guess for probably four years now, specifically managing mostly PPC campaigns kind of at the enterprise level in some form of an agency to client relationship. It's been the majority of it. And then I have loved my time at Pacvue. Leveraging the tech has been fantastic. I think it is absolutely best in the industry. Helium 10 has been a fantastic add-on as well. So it's been awesome, it's been great. Shivali Patel: Amazing. Yeah, I know advertising is really the bread and butter for so many brands and businesses and so being able to understand that or have a really good pulse on it is so important. So I know, because there's so much that goes into the advertising metrics and monitoring that what would you say are some underlying factors that really affect PPC that you want to keep a pulse on? Matthew: Yeah, I think goal setting is huge. I think understanding what you're trying to achieve allows you to set the framework really appropriately for any campaign, for any platform, for any retailer. So I think for me it really comes down to understanding the end goal, and I think contextualizing what those KPIs are tracking towards is also really, really important. Shivali Patel: Now we already have one filing in. We have Kristy asking Hi, I have a product and sell to retail but worry that the Amazon fees will be too expensive. Is it too late to be successful on Amazon? So I would say no, but I want to hear your side of things as well. Matthew: Yeah, no, I totally agree. I don't think it's ever too late, I think, obviously, understanding what those fees are associated with. I know there's a lot that goes into it and fees can get out of hand quickly with Amazon based on packaging, shipping, the list goes on and on. But I would say, do as much research as you can try to understand what those thresholds are and what your capacity is. And I would say, obviously, once you're in Amazon and in the network, the upside is large. So I would say, not too late and definitely give it a try. Shivali Patel: I would definitely agree there. I think it just depends on if you know where to look, and there's certainly plenty of opportunity there. Amazon's growing year over year All right, well, in other news of PPC. So we said it depends on the goals. Right, going back to that conversation, and you're looking at keywords. So how would you say you kind of tackle keyword research for, I guess, a new seller as well as for somebody that you're auditing an account for? Matthew: I think there's a lot of ways you can go about it. I think the way that I always start is kind of in the mind of a shopper how do I look for the product? What are the things that I'm typing into the search bar to say, hey, how do I find this? I think Amazon is being used more and more like a Google or you know being or not that many people use big probably, but probably more like a Google right, where people can search and interact with products and do some almost preliminary research just on Amazon without having to go to Google. So I think, try to stay in the mind of a shopper, kind of as you're getting going and then from there, Helium 10 has some fantastic tools. Magnet is something that I use frequently looking at search volume, looking at competitor ASINs that are on similar terms, things like that to kind of get a feel for the category. Any add on that you can kind of have from the Helium 10 tool, even in the search bar within Amazon, gives you related terms based on search volume. If you're in Seller Central there's SFR, things like that. So I would say, use those tools as much as possible, but try to stay in the mind of a shopper and experiment. You can run auto campaigns and run different reports to generate what kind of new keywords are being pulled. So I mean, the list goes on and on. But to start, I would always say think like a consumer. Shivali Patel: But even on that note, let's say that you see you want to rank for a specific keyword and you're ranking at the bottom of a page, right, and you want to get back up to the top. How would you really go about changing, maybe the campaign that you're looking at? For example, when is a good time to negative match a keyword? Matthew: Yeah, it depends how specific you want to get with your actual campaign, but negative targeting can be really helpful if you want to be very, very laser focused. I personally am a huge fan of exact match keywording. For me, I feel like I have the most control over it. I know exactly where my ad is going to place if, obviously, you win the auction. But for me I definitely will default to the exact match and then from there, I think, understanding what my budget limitation is, leveraging things like day parting and trying to get the most out of every dollar. So that way my ad is serving as efficiently as possible on the right times of the day to kind of get that engagement and then drive up organic rank. Shivali Patel: We have Daniel asking what would be the effective strategy to boost our organic sales for our product. Currently, 60% of their sales come from PPC sales and they want to get their organic sales to improve more than their PPC sales. Matthew: Gotcha, yeah. So this is a common problem. Amazon and a bunch of other marketplaces are becoming increasingly more kind of pay to play, if you will, where the majority of the sales are going to come from, those top four sponsor placements, which makes it competitive, can make it very expensive, and driving that organic sales share up is really important and I think really some of the things that I've done that have been helpful is kind of, you know, adjusting some of the more you know quote unquote retail-esque metrics, making sure your page is retail ready. Having content developed that is bulletproof is as good as you can possibly make it, and then kind of coupling that with that PPC strategy of making sure that your bids are targeted to exactly where you want them to be. If strategy of making sure that your bids are targeted to exactly where you want them to be, if you're casting a really large net, it's difficult to gain that relevancy. So I'd say, be prescriptive where you know you want to be and then from there just track how you're progressing up the page. And then you know always I would say always test. So test things like day parting schedules, test things like different bid multipliers to see what it takes to get out the page and then from there I would just kind of keep iterating and keep making little tweaks and trying to refine that as much as possible. Shivali Patel: Definitely. I think split testing is a large part of it, and then refining that based off what you're learning. What metrics are you really looking at when you're considering day partying and doing all the split testing? Matthew: Yeah, I think again, it kind of depends on the goal. But if the goal is just strictly for organic sales, what I'm looking at is kind of cost. I want to see what those CPCs are. I want to see kind of what the relevance of and kind of try to determine what the right to win is for my product in those particular campaigns and the particular auctions. So looking at CPCs, looking at impressions, looking at clicks, click-through rate, things like that, just to kind of see what that level of engagement is mostly. Shivali Patel: Okay, and I see we have another fantastic question from Joy that says I'd like to know in which case I'd like to lower the daily budget and in which case I should lower the bid. I want to understand the difference in situations when to lower the daily budget and when to lower the bid. Matthew: Sure, yeah, I think a lot of times they go hand in hand. I think if there are strict budget restraints that are preventing you from spending to X amount or a budgeted cut, or you need to pull money from one bucket and put it into another, the budget transition would be the most concrete. I think what happens when you start decreasing bids within a campaign is those bids out over a certain period of time will kind of almost naturalize if that makes sense, where you can have a campaign budget be, this is extreme, but say $15,000, and many of the keywords within one campaign can have lower bids, higher bids, but kind of have room to kind of breathe and almost live and go up and down day to day. I think if there's one-off cases where it's like we need to pause ads, we need to get this off, you know the listings as quickly as possible. Reduce budget, reduce bids, and then that'll pretty much suppress from an advertising standpoint how visible that is. And then I think in terms of when to increase, kind of on the opposite, if you're finding efficiencies and kind of finding where that keyword sweet spot is and what time of the day in particular you have the strongest right to win and when CPCs are reduced a little bit, that can be a really good strategy to kind of minimize the overall cost and make sure that you're getting the most for each click. Shivali Patel: When you're talking about, you know every keyword has different bids, so how do you really determine how many keywords you're putting into a campaign structure? Let's say you're looking at a new account or even an old account. Where would you like to see a cap for certain keywords or ASINs? Matthew: Yeah, I've done a lot of testing around this. Actually I've gone as low as two keywords a bit a campaign. One keyword as high as 50. So, I think it depends. I think when you increase the amount of keywords that are in a campaign you obviously run the risk of people clicking on them and then the cost going up. So I think there's a bunch of different ways to break that out where you can have kind of a priority campaign with your priority keywords. That might be five to 15 of your keywords that you definitely want to be advertising on, that are really important to driving your business. From there you can kind of have a secondary bucket where it's kind of the nice to have so you can kind of keep the bids a bit lower, don't necessarily need to win those placements to be driving the bulk of your sales. And then you can kind of have the expansion type of campaign where there might be more keywords where you're just testing to see the validity, which can maybe move up to the next bucket and then up to the priority bucket if they tend to do well. So it just depends on, kind of, I think, what you're trying to accomplish with each campaign or your overall strategy. But I found that to be really helpful, and kind of understanding those top priority terms I think between five and 15 keywords has been the sweet spot for me. Shivali Patel: Yeah, I think pretty much the same, even for my campaigns. All right we have. When the ACoS of a targeting keyword in a sponsored product campaign is high, how can I determine when to lower the bid or turn off the keyword entirely? Matthew: Yeah, good question, and this is something where it's going to be somewhat category dependent. There are some categories that are just wildly competitive, like vitamins, supplements, things like that, just one that comes to mind. Some of them are naturally going to be high. This is where I would kind of weigh out what that difference is, or kind of what your threshold is, and what I mean by that is basically if your sales are still growing, if your business is still growing and there's a couple keywords that may not be the most efficient. That's kind of the risk reward of like, how far do we push? Are the sales new to brand sales? Are you gaining incremental sales? I know incremental is one of those buzzwords but it is really important when you're considering do I lower a bid? If it's a really high search volume term and you're getting new eyeballs to your page, it might be okay to kind of let that run a little bit below the overall goal. But from there, ensuring that the rest of your campaigns are built out for efficiency and making sure that you're getting those sales and conversions where people are relatively determined to get your brand is going to be equally important in keeping the portfolio ACoS where want it to be so I think, use it as a guardrail. I don't think it's going to be the end-all be-all. I think it's an important part of the overall strategy that you're deploying, but if it's driving your business in the right direction a little bit of a high ACoS is something that could be tolerable, but if it simply is just tanking that campaign and is not driving the sales, then I would say that's probably when to pause. Shivali Patel: I think tolerable is a good word for it, because it does come down to risk tolerance as well as where you are in your seller's journey. I mean, if you're a little bit in the beginning, right, you're going to potentially have higher ACoS because you're still trying to get the clicks and the conversions and you don't necessarily have the social proof there. Matthew: Yeah, with new products too, it's tough to break into that kind of relevance threshold and work your way up the page. And yeah, for new products it's definitely a fine line. But I think just keep testing and keep reducing bids, keep increasing, keep trying to kind of remake how that campaign is structured. Shivali Patel: Definitely. Travis here asks how do you usually find a balanced approach to setting bids for keywords? Is there a happy medium for higher bids that get more exposure versus lower bids that provide a high return on your spend? Matthew: Yeah, I think this kind of goes into the conversation we just had. So a good example for some of the campaigns that I have. I break them out by category and branded and competitor and auto, all single ASIN, all exact match. Just is how I tend to run it. So I think it gives a very, very accurate read of what's happening with each bid. For some of my products that I would say are the big business drivers, I have a much higher tolerance to say. I can live with these bids being higher for this particular product, this particular ASIN and within that campaign there's kind of its own little ecosystem of these three keywords within this campaign drive 80% of my sales for this campaign. Those three I'm okay if the ACoS or ROAS is a little bit down from where I want it to be. In terms of some of those lower flighted ones, some of the longer tail keywords where it's not necessarily the core of the product, or the highest SFR ones. Those ones I'm okay with letting the bid be a bit reduced and those are going to be more of those efficiency finders where people may be putting in something that isn't the first kind of snap ready come to mind term for the particular product. So I tend to skew a little bit higher on the bids for the keywords that I know are driving the bulk of the sales. Shivali Patel: We have a question on how to increase market share further. They run sponsored and sponsored brand ads, product and brand ads. We use 80-20 rule, so is there something you can share on that? Matthew: Yeah, in terms of overall market share, I think it's important to understand how many campaigns that you actually are running. So the 80-20 split I think is very, very fair. It makes a lot of sense. I think sponsored product is going to be the core obviously of the business driving placement, so definitely would skew heavier towards that in terms of the overall market share. I would also take a look at what your competition is doing. Where are they winning kind of? Where aren't you winning? I think there's a lot that can kind of go into some of that exact match keyword. I'm not sure how your keywords are set up, but if it's phrase or broad, it may not be as focused as you want. And I think also when you're talking market share, you can go all the way down to the keyword level, get super specific where, if you're looking at, say, three keywords that drive the majority of your business, those are the ones that would really focus on kind of increasing and even reshifting the overall budget to kind of have, you know, that bigger chunk to those really important business driving keywords. I think that might be a good way to kind of also reshape the way we look at market share a little bit, but I would just try to capture again the most amount of sponsored product placements on the most important keywords that you have available, and just the consistency is going to be absolutely critical for that. I know budgets can change, things change, business happens. So the more consistent you can be with that strategy, I think it will start to increase over time. Shivali Patel: So you mentioned the most important keywords. On the alternative side of that, there's obviously keywords that aren't doing so hot. So Fernando asked when do you think it's enough to pause a target keyword when there's no sales happening, no PPC orders? How many clicks is enough? Matthew: Yeah, clicks is a tough one to measure. A lot of it depends on, I would say, search volume. If it's a really low search volume term you probably won't see the clicks or the sales kind of as a bit of a result. If it's something that has historically been like a top performer and it's changed, I would say that's kind of maybe warranting a test of let's pause it, let's try something else, let's try a different keyword or a group of keywords. I think sales for me is always kind of the north star and kind of the rest of those KPIs that we look at around them are good guardrails to understand how the overall business is achieving that sales goal. So I think if sales are very low, I think it's probably safe to say that that's okay to pause. But again, if it's something that's been tried and true in your strategy, I would try to rework it. Maybe even if it's an exact match, try phrase match, try some PAT targeting similar products on those keywords and see if there's any life left in it. But I think if clicks are low, like below 30 to 40 a month, I think that's probably a good time to reevaluate what the bids are and kind of just take a deeper look at what that keyword's actually doing. Shivali Patel: You are absolutely killing the questions, so I want to interject here with a question of my own before I continue with the questions that are being asked. So what sort of level would you say a seller needs to be to consider Pacvue as an advertising solution? Matthew: I mean the tool itself, I think can be beneficial for any budget. I've managed budgets that are in the hundreds of dollars a day as well, on the app or on the tool, and it's been seamless. I think there's a lot of data that it provides you that is incredibly painful to find in the actual UI and it's clunky, it's difficult. The way that Pacvue has it organized is very customizable. It's very streamlined and you can really find the answers you're looking for and really customize those pages to basically be driving to your key business goals, which it's effective, and I think it's been a total treat, honestly, to be able to work with it every day. I've really enjoyed it. So I can't speak highly enough about it, but I think, regardless of what your budget is and what your goals are, I think this tool would be a benefit for sure. Shivali Patel: OK, and with that, Michael asks can you elaborate a few of the most looked at report format sponsored product, sponsored brand and sponsored display? Matthew: Yeah, I would say for a lot of the stuff that I'm looking at I'm probably pulling the raw data and looking for how I want to twist it in terms of what I leverage in the actual Pacvue tool. A lot of the kind of the home dash screens of kind of giving that initial read of what's happening, are helpful. But what I always find helpful is just kind of for sponsored product and sponsored brand specifically, kind of breaking out by product group or by brand or however your business is situated, looking at it by brand kind of the big, big metrics like spend sales, CPC, ROAS, conversion rate. I love to see that kind of at the sponsored product and sponsored brand level. I also love going through targeting type. So pulling targeting type with branded category, auto conquesting, pat and kind of evaluating that way as well and layering the two on top of each other then is incredibly helpful to get a read of what's happening, kind of at that 10,000 foot view more or less depending on the time frame you're looking at. But I think that's a good place to start and then from there kind of whittling down, going into the actual campaigns and pulling data that way. For Sponsored Display, I've always used it as kind of a nice to have. It's typically a little bit lower performing, but I think what it offers is the reach and I think from that side of it, looking at clicks, impressions, click-through rate, that's typically what I would be pulling to analyze the sponsor display campaigns I run. Shivali Patel: Sherry asks with the Helium 10 Adtomic function, how can I see, excuse me, Helium 10 Adtomic tool? How can I see visually when I change a bit, to know if the impressions are picking up over time? So you can go into Adtomic, go to the Analytics page or the Ad manager and then go to your campaign and target, put in a date range to whenever you made the bid change and then check out your daily impressions and then change the date to afterwards and check that as well. You can also go into Keyword Tracker and check out how your sponsored rank has changed as well. Okay, next question, what PPC strategy do you recommend for a newly launched product in a competitive niche? Matthew: Yeah, for this one I would definitely say pick the keywords that matter most to you. Focusing on those, I would say test out the CPCs, see what you're actually kind of going up against. From there, PAT targeting is incredibly helpful. If it's a brand new category, it's a definite cheaper rate for basically, the way that I describe PATs generally is kind of the nice to have, but it can be very, very strategic. Pick the number one product in the category, pick the highest organic rank and put a PAT on those particular ASINs and go where the eyeballs are going and you'll get it at a cheaper rate. You'll be on their PDP, kind of at the bottom of that carousel ad which is going to be lower volume in general. However, it's going to be a really, really good way to kind of have that brand recognition. I'm not sure how consumable the product is or if it's something that is, you know, like a subscribe and save option or kind of like a replenishment is high. But if your brand is being put next to those top performing brands in the category, it's at minimum when you are serving on those sponsored product placements. There's going to be that recognition which is going to be critical. So I would say, try to establish yourself on some competitor PDPs through product attribute targeting campaigns. From there also if you have a variety of products, your advertising sponsored brand campaigns can be really beneficial because you get to show 3 products for one campaign more or less, or one placement. CPCs can be a little touch and go there as well. But I would say, start there. Leverage your auto campaigns as well. Try to build relevancy. Continue to run the keyword reports from those auto campaigns, see what's winning and keep your pulse on search volume and just go after a couple of keywords hard for a while and I think that should help build up whatever niche you're in. Shivali Patel: Adam's question is in terms of testing new strategies like dayparting, do you suggest we start a new campaign or just make tweaks to existing ones? Matthew: Yeah, I'm a big fan of keeping existing. I think that the algorithm is going to reward campaigns that have been live longer and there's going to be more data behind the campaign. You're going to have just more context to pull from. So I would say, keep your existing campaigns and just continue to iterate off of that. If it's day parting, in particular, if you're looking to expand into further testing, then I'd say probably would warrant a new campaign. But for day parting in particular, stick with what has the most data, because then you'll, when you go to compare what your changes are, you'll have a much larger sample set to say, did this work versus what we had before? And I think that's where I would go with it, just in terms of the evaluation part. Shivali Patel: If I want to reduce wasted spend on broad campaigns because there's a lot of wasted spend on single click keywords. Should I start making exact campaigns to harvest my profitable keywords, or should I keep them both running and see what performs better? My main concern is that if I shut off my broad campaigns, my exact campaigns are not going to perform as well. Matthew: Yeah, really good question. I mentioned a couple of times. I'm a huge fan of exact match keyword campaigns. I think you have complete control over everything in terms of what's in your campaigns, what your bids are, so I am a huge proponent of it. I think again, at minimum it's worth a test. I think broad serves a purpose. I think it can generate keywords. It can kind of help you at least get the product visible. Whether or not it's always a one-to-one is a little bit tough to kind of determine. But I would say, look through your broad keywords and what's being pulled in. Some of them are very, very far off what you want to be. So I would say, pull back on spend. As you've kind of developed your PDPs and your content and kind of your relevancy on some of those keywords, I would pull back from that broad and move more into the exact and from a performance standpoint I would expect it to perform well because you are targeting exactly where the sales are coming from at a very prescriptive level. So you then would have complete control over how much money you're funneling to that and kind of how aggressive you want to be. So I think it's definitely worth a test at minimum. Shivali Patel: Hello Gonzalo. We have how many clicks on a keyword target without sales before closing it, lowering bids or dismissing it? Matthew: Yeah, I would say evaluate what keyword it is. If it's a long tail low search volume term, then I think probably pretty safe to keep the bids either very, very, very low or pause. If it's a really high priority term for you, I would say stick at it for as long as you can tolerate the cost and see if there's a way to break through and become more efficient if the auction dynamic changes at all. But I think a lot of it's going to come down to how high that search volume is on the term, but I would say if it's driving sales and your desired ROAS is like $3 and you're at a $2.15 or $2.20, I think it's worth pursuing it. Again, I say sales is kind of the North Star here. So I would say before pausing anything, evaluate kind of what it's doing for your business and then move forward from there. Shivali Patel: Eric has a question that says for a well-known brand with large global media spend but brand new to Amazon, how would you structure all Amazon campaigns to maximize performance on a $5,000 per day ad spend for five products? Matthew: Certainly starting with sponsored product placements, and I would say breaking into the category terms is going to be absolutely critical. If it's a well-known brand, that brand recognition piece, which is very difficult to build, that box is checked. So I think that's a huge benefit and then just really trying to find those areas where your shoppers are looking for you is going to be really, really important. So I would skew pretty heavily towards sponsored product category campaigns, probably get an exact match and I would have for your five products five separate campaigns for those, and then I would also layer in some branded campaigns. I think this is going to goes back to which I had about it earlier. But if someone searches for your brand and they don't see you, that is an immediate missale and obviously not a great shopping experience. So I would say have some branded campaigns as well to layer on. And, depending on what that overall cost is going to be between those two ad types, definitely work in the auto campaigns, keep those low. And then, depending on how much you have left over and if you have creative assets, sponsored brands are going to be huge with, just again, kind of putting those products on display, giving your brand a little bit more of a real feel for people shopping. I know it's difficult to kind of attain that on Amazon a lot of the times, but lifestyle imaging, sponsor brand videos is something you can leverage as well, and I've done a ton of testing with the AI generative media creative within Amazon and I would say, if you don't have creative, try the AI tool. It's really, really interesting. I could go on for hours about it, but it's a really really good way to kind of get some sort of creative live for sponsored brands. So I would say kind of to kind of recap that, definitely sponsored product category campaigns, one, followed by some smaller budget branded campaigns with auto campaigns, and then expand to sponsor brand if you have the budget for it. Shivali Patel: Do you use any software for automation, such as Adtomic? If yes, what are the basic rules and criteria you suggest for creating any sort of automatic updates? Matthew: So I personally use Pacvue and the automation tools within that are, again, fantastic. There's a bunch of different ways you can go about, I think, automation in general. But I would say, make sure that your goal is very, very clear. It's just kind of blanketed statements for automation in general. Make sure your goals are very, very clear and always have that safeguard of if you're going to increase bids to a certain point, make sure that there's a cap on it. The last thing you want is to have, check your ads console and all of a sudden your bids are $40-$50 because that automation continued to increase based on the threshold you set. So make sure there's some safeguards in place. But for Adtomic I can't speak to Adtomic in particular, but for Pacvue overall there's a whole litany of automations that are used for profitability, for weeks of cover, for impression gaining, for new-to-brand driving. So I think that it's an endless kind of whole of test and learn, potential and all kinds of good stuff. So I would say test, test, test for automations for sure. Shivali Patel: Yeah, and when you're inside of Helium 10, it's the same exact thing when you're setting up those rules. I know we've talked quite a bit about goal setting here today and that definitely is true even inside of Adtomic. When you're doing your rules, it's going to really depend on what niche you're inside of and what your risk tolerance is, how much budget you have, what you're bidding on your keywords, and then you can go in and decide from there. I mean I know that as a standard I've gone in and done 20 clicks, no sales, you're negative matching that keyword. So it really just depends. But Adtomic certainly has ways that you can put in those rules and automation, so you're not spending so much time on trying to audit your entire campaigns. So with that, we've had a really great list of questions here today and I apologize if I didn't get to some of the newer ones, in which case we have a Facebook group. So make sure that you guys go to our Facebook group, you go to Helium 10 members and post up any of those questions that you really have, because we are active in there and we do answer those questions and if not, somebody else definitely can. So make sure you guys are tapped into our communities, and thank you so much, Matt, for being here. We appreciate you coming on and sharing your time and knowledge. Matthew: Yeah, of course. Thanks for having me and hopefully got to the bulk of the questions for everybody. Yeah, it was a treat to be here. I appreciate it. Shivali Patel: Likewise. Likewise, All right with that, we are done. We will see you guys next time, Take care.
Matt serves as executive chairman and is one of the co-founders of Amazing.com and the Amazing Selling Machine course that has taught tens of thousands of students how to run a successful Amazon business. With more than a decade of ecommerce experience and with multiple million-dollar companies, Matt loves sharing his success and strategies with other entrepreneurs.> Here's a glimpse of what you would learn…. The significance of joining a mastermind group and seizing opportunities for business growth and collaboration.Importance of diversifying beyond Amazon and building a valuable consumer brand for long-term success.Importance of driving traffic to Shopify store, leveraging influencer partnerships, and optimizing product pages.Steps to set up a Shopify store, including connecting fulfillment to Amazon, adding products, and optimizing the store design.Strategies for optimizing a product page on Shopify, including modeling after successful brands and using a copywriting framework.Benefits of subscription-based business models, increasing lifetime value, and strategies for increasing average order value.Approaches to testing offers, refining strategies, and prioritizing appeal in ad campaigns.In this episode of the Ecomm Breakthrough podcast, host Josh Hadley converses with Matt Clark, a seasoned e-commerce expert and executive chairman of Amazing.com. They discuss the challenges and strategies for Amazon sellers, emphasizing the need to diversify and create independent sales channels. Matt advises starting with a Shopify store, focusing on optimizing top-selling products, and leveraging Google ads using Amazon keyword data. He also suggests maximizing average order value and learning from successful competitors. Matt shares personal insights, including the influence of Jack Canfield's "Success Principles" and his admiration for Ezra Firestone's work in e-commerce.Here are the 3 action items that Josh identified from this episode:Action item #1: Expanding Beyond Amazon. Matt recommends starting with setting up a Shopify store. This serves as your brand's website, a crucial asset for capturing leads and customer information,Action item #2: Leveraging Advertising and Traffic Sources. Matt's strategy is to start with Google PPC ads, using keyword data from Amazon to target potential customers. He then prioritizes Facebook ads for their effectiveness and reach. Action item #3: Increasing Average Order Value. focus on increasing average order value through complementary products, and subscriptions.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazon Selling MachineMavericks Mastermind GroupRay Edwards P.A.S.T.O.R. FrameworkZipify One Click UpsellBlack Rifle CoffeeSuccess Principles by Jack CanfieldEzra FirestoneMatt Clark's Personal WebsiteSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist's Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King's Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years. I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks. If you've hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript AreaJosh (00:00:35)** ((-)) - - Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Michael Gerber, author of The E-myth, and Norm Ferrar How We're Ty and Steve Simonsson. Today I'm speaking with Matt Clark, the executive chairman of Amazing Dotcom and the creator of The Amazing Selling Machine. And we're going to be talking a lot about how you can make sure your brand is still relevant and thriving even ten years from now. This episode is brought to you by Ecomm Breakthrough Consulting, where I help seven figure companies grow to eight figures and beyond.Josh (00:01:10)** ((-)) - - Listen, Matt, I started my business back in 2015 and I grew it to an eight figure brand in seven years, but it took me a lot longer than I think it really needed to. I made a lot of mistakes along the way that made that path a little bit harder than it really needed to be. I had cash flow issues. There were times where I had to invest my own money back into the business in order to make payroll. There were bad hiring decisions that I made. There were bad advertising decisions that I made, and I wish I would have had a mentor along the way that would have been able to help me overcome those stumbling blocks and grow a lot faster. So to our listeners, those of you who have hit similar plateaus a...
Let's explore Walmart PPC advertising and its potential with the guidance of the incredible Destaney Wishon! In this riveting session, Carrie and Destaney take us on a comprehensive journey through the landscape of Walmart's pay-per-click platform. She contrasts Walmart's strategies with industry giants like Amazon and Google while emphasizing the unique advantages that come with Walmart's strong retail foundation. For those of you looking to break into or expand your understanding of Walmart's burgeoning online marketplace, Destaney's wisdom is an indispensable asset. Throughout our discussion, we tackle the subtle art of crafting effective advertising strategies for Walmart. We begin by casting a wide net with auto campaigns, gathering the crucial data that sharpen our approach for more targeted ad groups later on. Destaney highlights the significance of fine-tuning product listings to meet Walmart's specific guidelines, and how this can dramatically improve your search algorithm outcomes. We also peek into the untapped potential of video and sponsored brand ads on Walmart, and share expert tips on leveraging tools like Helium 10 for keyword research. The knowledge shared here is a goldmine for sellers aiming to capitalize on the low advertising costs within certain categories on Walmart's platform. As we round off this episode, we discuss the nuances of optimizing product placement and advertising strategies, drawing insights from the evolution of Walmart's auction system. Destaney provides us with actionable strategies for bid management and placement optimization that hinge on a deep understanding of data and market trends. We unpack the anticipated developments in Walmart's PPC landscape, including the possibility of introducing negative keywords in auto campaigns, and how tools like Adtomic can revolutionize sellers' PPC management. Join us for an episode packed with strategic insights that promise to elevate your advertising game on one of today's fastest-growing online retail platforms. (Time Stamps) - In episode 554 of the Serious Sellers Podcast, Carrie and Destaney discuss: 00:00 - Walmart PPC Campaign Setup and Management 04:39 - Comparing Amazon and Walmart Advertising 07:25 - Optimizing Walmart PPC Campaigns for Beginners 15:58 - Understanding Walmart Auction System for Advertising 19:56 - Digital Shelf Advantageous for Sales 24:27 - Common Mistakes in Advertising on Walmart 25:15 - Optimizing Keywords and Advertising on Walmart 29:41 - Importance of Conversion Rate Optimization 30:39 - Walmart Wednesday PPC Insights ► 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: How should you set up your Walmart PPC campaigns, should you run automatic campaigns on Walmart, and how Adtomic can help you to better manage your Walmart PPC. This and so much more on this week's episode of Walmart Wednesday. Bradley Sutton: How cool is that? Pretty cool, I think. We know that getting to page one on keyword search results is one of the most important goals that an Amazon seller might have. So, track your progress on the way to page one and even get historical keyword ranking information and even see sponsored ad rank placement with Keyword Tracker by Helium 10. For more information, go to h10.me/keywordtracker. Carrie Miller: Hello everyone and welcome to another episode of this Serious Sellers podcast hosted by Helium 10. My name is Carrie and this is our Walmart Wednesday, where we talk about everything Walmart, and I'm very, very excited today because we have an amazing guest. I've actually been wanting her to come on for quite some time because I've had a lot of PPC questions and so I am so excited to have a PPC expert in here. So, we have Destaney Wishon, and so I'm going to bring her on. Hey, Destaney, how's it going? Destaney: Hello, hello, it's going well. How are you? Carrie Miller: Good. Thank you, I'm very, very excited, as I told you before, to have you on here. I know there's going to be a lot of questions that people are going to have, so I have a list of questions actually already that I know people have asked before and I'm going to start asking you those as well. But before we get started, just for anyone who isn't familiar with who you are, can you give a little kind of like intro background and who you are? Destaney: Yeah, of course. So, Destaney Wishon, CEO and founder of what was formerly Better AMS and is now Better Media. We really got started in this space managing Amazon advertising for the last seven years, I think back in the old days when it was Vendor Central, Seller Central and you had like AMS and different ad types and things are a lot more simple, which is going to be probably a really fun part of today's conversation. And now we've rebranded, we're Better Media and we manage kind of all the core large retailers in the space. Carrie Miller: The first thing is could you give us a little overview of what Walmart PPC advertising is and just how it differs from Amazon and Google, Because I know you're basically on all the platforms, so you're the best to answer this one. Destaney: I'd like to start honestly like a little bit more zoomed out and kind of philosophical on the platforms. I think a lot of us, and probably a lot of listeners, are accustomed to Amazon running the show. Right, when you think of e-commerce, when you think of selling and brand building, you do typically think of Amazon, but a lot of people forget, like Walmart wrote that playbook they were kind of the first ones to write that playbook their largest retailer. So, everything that you see Amazon being successful when it comes to e-commerce, Walmart's already done in stores and physical retail, and I think that's really important to note because one that means from a cashflow perspective, they're in a really great position. It's not a new company trying to compete directly with Amazon. Amazon does have AWS and everything externally driving a lot of revenue for them, but from an e-commerce platform perspective, Walmart has every brand connection when it comes to the largest brands in the world, right, Johnson & Johnson, Procter & Gamble, Nestle have been selling into Walmart for 40 years. So, that's really important to consider because it's framing how they shaped their Walmart platform and it's framing how they're hiring as well. They're hiring a bunch of ex-Amazon talent. They're not having to completely reinvent the wheel. They're basically taking everything Amazon did that was really successful, and applying it to Walmart, but with that consideration that their audience is a little bit different. Right, the audience that's typically going into Walmart is very used to the products that have always been in a Walmart shelf. Everything that you've historically bought your deodorant, your toothpaste, everything that you've grown up with is in Walmart, and that's really how we're also seeing their e-commerce platform being positioned. It's giving favoritism to historical brands that are in stores. So that's something to call it, because it's kind of what we're up against. Right, in order for Amazon to become Amazon, they need to differentiate themselves from Walmart, and they did it by opening up an amazing third party platform and allowing anyone to sell anything, because they didn't need to sell the same products as Walmart. That wouldn't have been as competitive. They needed to sell unique and new products and really grow this third party seller platform. Walmart's taking a slightly different approach. Right, they're making sure that they're starting an e-commerce platform that still gives value to their products that are in stores. So, I want to start with that, because it's shaped kind of how they ran ads Across the board. Advertising is actually really similar I would say. Walmart's taking the exact same playbook. I mean there's small differences. Amazon allows for better negating and better control, especially on the bid management level. From like a targeting perspective. Amazon's doing a lot more moving into kind of DSP and better creatives and things like that. That being said, Walmart's really where we are at five years ago with Amazon, with slight complexities, and that we have more control over placements and device type, which I think is pretty complex, and I'll pause there and see if you have any thoughts on that. Carrie Miller: No, yeah, I think it's. For me it's been easier to start advertising on Walmart because it is kind of it is like very basic, kind of from the ground up. So, if you really want to learn advertising from the ground up it's starting to just get your feet wet with Walmart advertising, I think it's a good idea because you're going to literally see it grow from the, from the ground up. You'll be able to see all the changes and how things, um, you know, work together. So, I think it's a really good thing to get in there if you haven't yet done PPC. Destaney: A hundred percent. When we started on Amazon I think I've been in this space for seven years now possibly it just goes by really fast it was pretty much an auto campaign that you would just let run and it would do really really well for you and you didn't have placement modifiers and you didn't really have sponsor brands or sponsor display ads. It was great, it was easy. And then you took those auto campaigns, and we were able to apply them into manual campaigns with match types and Walmart's taking that same approach. I will say I think Walmart can be. It looks a little bit more complex in my opinion. Like everyone says, advertising console user interface is terrible. But sometimes I walk into Walmart and I'm like, oh my gosh, this is too much information. I need these graphs to go somewhere else. I'm really overwhelmed logging into Walmart sometimes. Carrie Miller: Yeah, they do give a good amount of information for sure. I guess that leads into the next question. So why do you think that someone would want to start advertising with Adtomic? Because we have Adtomic for Walmart now with Helium 10 to help you with your advertising, as opposed to just using the Walmart platform Walmart Connect. Destaney: Yeah, I think the biggest reason is bid management is, like 100%, one of the most important parts about Amazon or Walmart and you need a bid management solution for either platform. I actually think that it's more important when it comes to Walmart strictly because they do have the search in grid and the placement modifiers and that adds complexity from a bid model perspective. If you come in and try to arbitrarily adjust all of these placements without knowing or having data, it's going to be a big pain and then tracking the follow-up of that data is a pain. So fundamentally, from a bid management perspective, it needs to be done. You have to have a bid management solution if you're advertising on either. I think the secondary aspect and this is again can be applied to both is just having a better view of your business. Like I said, I log into Walmart Connect and that initial graph that is shown. It's not intuitive, but when you're able to look at something and take away an ad and build custom reporting based off your overall business needs and I think that's a big value add from an Adtomic perspective, it's way more beneficial. Carrie Miller: Yeah, definitely I agree, because I've used both and I felt the same way that I just needed an easier way to view what was going on, and the Adtomic platform is much better for that. So, if you do want something that's easier to figure out where things are, what keywords are working or where to place things, then Adtomic is definitely the way to go for you. So, let's get into some beginner questions then. For some beginners, how would you recommend that someone set up their PPC when they first start out? Do you think that people should do their keyword research and do exact campaigns, auto campaigns? What do you think about with Walmart and how you should get started? Destaney: I think something that we've seen is the Walmart customer searches a little bit different than the Amazon customer. So, rather than roll over the exact strategy that you're running externally, we've actually we made this mistake as an agency, we came into our first few brands, and we tried to apply the exact strategy we did on Amazon. We copied and pasted over; we did our like. Everyone who knows us knows we do like a really granular campaign setup right One campaign, one ad group, one ASIN, five to 10 keywords. We tried that approach on Walmart, and it did not work. Like it was just it was. It was too little; everything was spread too thin. And then we heard the feedback of like hey, start with an auto campaign with all of your products in it, and we did that. And once we started collecting data, then we could start breaking things out into broader groups, and that helped us a ton Across the board. I think auto campaigns are a little bit more powerful on Walmart, which actually makes sense in my opinion. That's how Amazon started as well. Auto campaigns were a lot more powerful because it was really easy to link the products in your campaign with the products that are associated with your SEO, and then your CPCs are quite a bit lower, so it's a lot less risky. So, I think that's the biggest feedback is don't try to spread yourself too thin, group things into bigger groups and then collect data on what placements are doing best for you and segment past that. Carrie Miller: Yeah, and just a call out with Helium 10, you can get Walmart search volume. So, with Cerebro you can find keywords. So, one of the things I did was I just did a bunch of keyword research, and I did notice that it's not necessarily the same keywords that I would use on Amazon, and so they're kind of more general, but there are some specific ones. Maybe they only have like 17 search volumes I have actually made sales on those, so if they're very, very relevant, I would still use them, even if you're like, oh, the search volume isn't very good because people are finding you in other ways too. There's Google ads and there's a bunch of other things that Walmart's doing to get people to your page. But yeah, so I would definitely advertise on those. But one of the things that was hard for me when I did an auto campaign was the fact that you can't do any negative targeting, and so I was having the most random, weird keywords popping up that I don't know how it happened, and so that is something to call out too is to keep an eye on your auto campaigns because of that situation. I don't know if you have any ideas or thoughts about that. Destaney: One thing we've seen, and this is something that is just from auditing, not as much from kind of full management on the Amazon advertising side is you're back in keywords and the keyword research you're doing on Walmart is also really different. Walmart has different brand guidelines per category that cause a lot of specificity and nuance changes, and that's important because auto campaigns work by scanning your listings, scanning all of your keyword research that you've done and associating with the keywords that are then in that auto campaign right. So, I don't know in your specific use case, but something we've seen across the board is they'll take their exact Amazon listing and again upload it to Walmart, not realizing that there's category nuances and it's a brand-new algorithm, it's a brand new platform. They're going to be tweaking things pretty consistently. So that's something to consider that you need to make sure you're understanding the algorithm on the platform you're playing in. You need to update your listing for a Walmart customer for the Walmart algorithm, and that's going to influence your campaigns and those auto campaigns as well. Carrie Miller: Yeah, definitely Don't copy and paste. I always say that do not copy paste. Destaney: One thing I want to hit on, because you had a great call out there is you may see something with really low search volume, and I would 100% still bid on those terms because it's the same bidding model for the most part. It's a pay per click bidding model. So, if you bid 10 cents and no one clicks, like you're not hurting anything. So, it's not really going to hurt your advertising to put all those low volume listings on there. What's going to happen if someone does search? If only 10 people search a month? You're going to be the only one bidding and it's going to be really cheap and it's going to be a crazy profitable sell for you. So those can drive a lot of incremental volume long term. Carrie Miller: Yeah, 100%. And you can actually on Magnet, on Helium 10, I'll take a list of all those kind of lower search volume keywords and that you can actually put them into magnet and there's an analyze keywords and it'll show you the total search volume. So, when you add it up it actually gives you a lot more exposure on Walmart. So that is one sale here, one sale here, and it adds up. So that's the way you get from, you know, one sale a day to 10 to 20 sales a day. You know something that comes up every time. Destaney: You know something that comes up every time. Like we have this conversation of like there's no volume on Walmart, or like I listed something and there's no volume and it is dependent on category, of course. But you got to think. You know, from a grocery perspective there's a ton of volume, like we've seen, very close to similar Amazon volume in certain categories, and that's also influenced by your advertising. If there's no volume, that also means your advertising costs are probably going to be pretty low. So sometimes it's worth it to play in those spaces because you're taking a long-term bet. Again, I keep comparing it to Amazon 7 years ago, but there were a lot of people who ran into the same thing then, but then they figured out the algorithm really well and they were able to scale that out long-term. So don't compare it to Amazon. That's not a fair comparison. They're very different platforms, especially category specific. Carrie Miller: Yeah, definitely I. Yeah there's a lot of opportunity, even just like video ads and sponsored brand ads. I noticed on bigger keywords even there's no video ads there's. I mean, you wouldn't see that on Amazon at all and so there is some really good opportunity if you really think strategically like, hey, this whole keyword, you know maybe it's a little bit more competitive, but there's no one doing a video ad, I can just go in and dominate. So, you kind of have to like, really, you just think about, you know different ways you can beat the competition with each different keyword, and you can capitalize on those sales. Destaney: And those are huge opportunities. So, we didn't mention this in the beginning, but I'm based out of Bentonville, Arkansas, so most of my friends either work for Walmart or agency side, and Walmart for the Nestle and the Procter and Gamble's and the General Mills has always been a big player online. So, it's funny if you bid on mascara or cereal, it's going to be competitive. But to Carrie's point, if you can get into those creative opportunities, you're always going to have a competitive advantage, because for General Mills to go create a video for every single SKU is incredibly costly and then they also need to send that video through marketing and legal. So, the time it takes them to create an asset specifically for a new platform and a new ad type is 6 to 9months by the time it's briefed, created and approved. So that's where we have a huge competitive advantage. Every time a new ad types rolled out, go hop in that platform or win some traffic and market share against the big name players in the space? Carrie Miller: Yeah, definitely, that's a really good yeah, and I forgot to mention the Bentonville. So, do you have any insight, other insight thoughts about you? Know the fact that you're in Bentonville. Destaney: It's funny, it's such a small community in Bentonville and when I started on Amazon, everyone would be like you can't tell people you work for Amazon around here, cause it's a competitive environment. But when Walmart started becoming a bigger player in the e-commerce space, I was like from day one, like this is going to be a huge opportunity, like Walmart is. I don't want to say they're too big to fail, but Walmart has the audience. Right, everyone knows Walmart. They're the largest retailer, which means they have to have a lot of customers. They have the money, they've been in business for an incredibly long time and they're attracting the talent from Amazon. Right, it reminds me of, like software world Everyone's going to go to the big fun players in the space. So, I don't think they have to reinvent the wheel and I think they're going to make a big difference. Carrie Miller: I agree. I agree. There's a lot of good opportunities there, so get on Walmart. If you're not, can you talk a little bit about how the auction works on Walmart and what factors determine the placement? And all that information for everyone in the audience? Destaney: Historically the auction was quite a bit different, and it was a major red flag. It used to be an auction model where just the highest bid won. Yeah, so if you bid $12 and the second bid was $1, you weren't paying a dollar and one cent, you were paying $12. So, that made things really difficult from a bid management perspective, from a brand perspective. Walmart finally transitioned that over. It acts pretty similar to Amazon and I love this question when it comes up into the groups of like suggested bids. Why are suggested bids so high? And one thing to consider is auction models and a PPC is just buying real estate. You want to win the top placements, the highest traffic placements, which is typically the top of the page. You have to bid the highest amount. Where Walmart gets a little bit more complex, and I like to the placements on Walmart. You know, searching Grid, Buy Box, mobile Desktop. I like to relate to kind of placement modifiers on Amazon. We always start with like a clean slate, a foundation of just a bid, like let's win this placement, and then, once we start collecting data, we can start breaking out an increase in a placement or a higher bid elsewhere, and I recommend everyone do the same, like it doesn't matter if you see a read an article that says you know mobile conversion rates are much higher than desktop. I wouldn't go and make that bet. Instead, like we prefer, if you're solely focused on profitability, start with low bids and a low auction and what's going to happen is you may not get impressions in traffic and that's fine, it's still, it's not hurting you, but increase incrementally until you collect data and you can figure out your breakeven ROAS. On the flip side, if you have money to spend, start high and collect data really quick and like. A big thing I'm a huge fan of is just to always make database decisions. They give you so much data you can see your placement performance and all of your keyword performance. So, wait till you collect data and then make bid decisions based off that. Carrie Miller: Yeah, that's really good. It's really good that you called out how clunky it was before I took my ads before the relevancy model and before the second price auction. It was actually really hard because you actually couldn't even advertise higher than you were organically ranked, so I was just stuck in these far-out places. Yeah, then literally that next month when they changed the relevancy, I went from $200 to about $800 for this product. Then I started going up and up and up and went to about $12,000 a month for just the one product because they changed these small little things in the advertising and so that's a huge call out because people who were on back then were probably frustrated. So, I want to kind of let everyone know that it's changed and it's better. Destaney: It is changed, and I think that's also a really important call out, just like organic rank. So, algorithms, again, are driven off like two things, especially like a shopping algorithm. One they need data, right, so they need a ton of inputs in order to say, hey, yes, this product should be indexed for Chapstick. They need 300 data points saying that customers convert for Chapstick right, so volume clicks and conversions matter. I think the second big thing is every platform wants to drive sales, so we were talking about this before hopping on, but in order to improve your organic rank on any platform, you need to sell more units, and how do you sell more units? That's up to you to figure out. A lot of people say, oh, that's Walmart's job. I listed my product, now they need to sell it. It doesn't quite work that way. It's an algorithm, right, yeah? So, either you advertise on Walmart, and you start driving more units, which improves your organic rank, and as your organic rank improves, you get more visibility, which sells more units for you, or you figure out how to sell units off platform, one way or another. At the end of the day, though, like one of the biggest ranking juice factors is always going to be advertising on that platform because it's so much more precise. Like we've seen conversion rates for sponsored ads and they're incredible. So, yeah, highly recommend that. Carrie Miller: Yeah, it's just so funny that people have a different mentality when they come on Walmart like almost, I don't know, I don't want to say entitled, but it's like they should do this for us, and they should do that. It's like amazon doesn't do that for you, amazon makes, makes you pay, yeah, so why not? Destaney: It's kind of funny I don't know if maybe it's similar of like they're thinking about a retail store like you get your PO and then Walmart puts your product on the shelf, but at the end, and then Walmart brings in that foot traffic, I guess. But at the end of the day, you're competing against so many other products on a digital shelf yeah, competing against so many other products on a digital shelf. Yeah, a retail shelf, you can only squeeze 10 products, 10 toothpaste brands, like in that section. But a digital shelf is so much different, and you do have the opportunity to influence where you're showing up on that shelf in a really simple way, and I think that's advantageous. Carrie Miller: Well, even going back to retail, even when you get into retail you are supposed to move it. So, I remember talking or not talking, but like listening to Sarah Blakely with Spanx and she got her stuff into Neiman Marcus, and she was having her friends go buy it. She went into the stores for Neiman Marcus, Nordstrom, and was selling these products herself. Destaney: It was like they thought she was like an in-store rep, because she was just sitting there like trying to sell her products. I remember that exactly. Carrie Miller: So. It's like you know that ownership of. I want to get these products out there. My product is amazing, I want it in front of people. And so, another person I talked to about retail, as they said, historically people were always using billboards. They were using commercial advertising if they got into Walmart. So, once they get into Walmart, they are actually, you know, responsible to get to move the product as well, but it's just a different way of doing it, and if they don't move it on the shelf in the physical stores, Walmart would take them off. So, it's, it's the same thing. So always have that mentality of how can I, what can I do to move my product on this platform. I think that's why I always think about Sarah Blakely, because you know she was not too, too good for going in there and literally working at the store all day, every day, so I love that. Destaney: And to that point, like one, she had that scrappy mentality, which was incredible. But this is a conversation that comes up. If you cannot afford to advertise on the platform, you know, become a connector, become an influencer, start hopping on lives, start doing TikTok's and gaining that traction for yourself and then sending that traffic to your said platform. But to that point, I also think that's where we're spoiled by sponsored ad performance. Right, you've been on a keyword, someone clicks on it, and you see the results. But back in the day, it's back in the day like what? 15 years ago, yeah, you were in a national media campaign, or you paid for a billboard, and you said here's $50,000 for this billboard and all you could do is see if you saw a lift in overall sales. It was a lift test. That's what marketing was judged by. Now we have the ability to pinpoint the age, income, geographic time of click and we're spoiled by it. Carrie Miller: It's pretty amazing. Yeah, I actually to your point about you know, if you get scrappy. I've actually seen some people you know that use Helium 10 and they're like I don't, I don't have that great of a budget, but they chose products kind of in their hobby niche. They'll go live and do demos or on YouTube. They have YouTube channels where they show how to use their product and they sell it with the links. You know they can link it to one more and amazon, and so they they're doing that and that's how they've gotten a ton of traction. So, definitely think outside the box if you're not able to, you know, invest in PPC. Destaney: Sean Reily from DUDE Wipes is a ton of incredible content on how they started, because he, he, they had to be so scrappy that they would just like buy these really crazy like billboard placements or bid on these certain placements that they knew would get tv attention. They were going to baseball games and holding up signs like with their products names and then when the baseball aired, they would be in the background holding their signs. And it's that exact same thing of just how you get in front of people. Carrie Miller: Yeah, it's so amazing. Yeah, so that's a good call out there. Okay, so we do have some questions here from the audience and of course Bradley has asked the first one. He said let's see, does Walmart broad phrase and exact perform similar to Amazon or does it have weird things like Amazon where broad can go super wide and exact sometimes performs? Destaney: Performs like phrase even? I would say they're similar. I think Amazon sponsored brands broad match is a little bit of an outsider and just the overall conversation with sponsored brands broad match we've seen go really wide lately. I have pulled all of our agency data to see if we've seen a change in conversion rate on sponsored products broad match and we haven't. So, I'm kind of like I don't want to make a huge comparison there, but I would say they're very similar. Carrie Miller: What are some common mistakes that you see new beginners doing on, you know, with advertising or just getting on Walmart in general? Destaney: I would say poor keyword research. We dove into this one a little bit. But to go even deeper on that, I think some people overthink keyword research and at the end of the day, it's like what would you type in to find this product? Yep, start with that. Like make a commonsense list of the top 10 keywords that you would type in, not the ones that are algorithmically showing the highest revenue, not the ones that a tool is showing you. Start with common sense keywords I'm buying mascara or Chapstick or lunchbox, right and then use the tools to expand on those, because it's twofold here. Your commonsense keywords are almost always going to be the most expensive because if you're thinking about bidding on them, so is everyone else right. But where you have a lot of opportunities, you take all of the Helium 10, long tail terms that you didn't think about right. So, if you use something again like a Chapstick, everyone's going to bid on Chapstick. But if I find this long tail of, like peppermint Chapstick for chapped lips, children, non-toxic, it's going to be such low search volume. But you have to add up hundreds of those, 50 of those, like Carrie said, and that's where you're going to get your profitability. It's still, even though it's early days, from a platform. There's a lot of big-name players that are driving up ad costs. I would say where that's where it's a little bit different from amazon, right like all of your big-name players are in stores on Walmart, they're also advertising on dot com. So, you still have to be really strategic around that keyword research you. You have to figure out, you know what terms are going to drive the most sales for you but maybe not be profitable. What terms can you get a really long tail on? That's going to drive additional volume but take a little bit more work to invest in. Not having a bid management solution is 100% number two. A lot of people don't understand bid management. I don't expect people to. It took me 3 years and probably over $30 million of spin before it became intuitive. I had to touch so many accounts in order to start figuring out the correlation of bid management, and there's a lot of simple videos on just bid formulas. But if you're not that person, if you're not going to understand algorithmically and mathematically how to build a bid solution, not a lot of us are, you need to use a tool? Your bid is the number one indicator of what your ROAS or ACOS is going to be. Carrie Miller: Yeah, so I guess that brings you back to Adtomic. Are there any other kind of parts of Adtomic you think that are helpful for sellers? Destaney: Custom reporting, I think, is a big one. To that point, when you're starting out and starting to build a midsize business, your focus almost changes. In the very beginning you're in everything because it's your baby. It has to be perfect. As you start scaling you realize you're spread too thin. So, you start picking up what you're best at and I think that's where a tool like Atomic really comes into play. It's 80-20. It's you know. Let's build out either custom reports so I can focus on what I need best, whether it's my tacos, whether it's my margin, whether it's my conversion rate, or even getting into, like some of your other tools, market tracker, things like that. That's where it gets really valuable. In my opinion, it's bringing back time for you as an entrepreneur. It's not going to be as perfect. Every business owner thinks they're perfect, right. You have to start letting go some of those resources because in order to have a successful brand nowadays, you have to be good at product development. You have to optimize per platform. You probably need a social presence. You need to handle forecasting and inventory. You need to handle finances in your P&L. It's insane how much goes into. It's amazing that we have the opportunity to do it from our iPhone, but it's also insane how complex it is. So, you have to start bringing in tools that maybe aren't as good, but they allow you to scale your own time. Carrie Miller: I know I get this question a lot. Maybe somebody's advertising already and they feel like they've done a lot of things to kind of optimize. What kinds of things do you recommend for people to take their sales to the next level like? Maybe they feel like they're stagnant. Are there any kind of go-to strategies you have for Walmart where people can kind of say, hey, if I implement this, I could probably see a lift, or what should I? Which they look at that maybe people are ignoring that they should be looking at. Destaney: I want to get into like all the fun small things of like ad type expansion and all of that, but I want to call out just conversion rate optimization first, because it's super easy to blame a lack of sales or bad performance on the thing that you least understand, which is typically advertising. It's typically PPC and just coming from the agency side, I mean we've heard it all in that regard and I think a really important call out is if someone clicked on your ad, if you look at your campaign and you see clicks, that ad did its job Because think about it as a customer, as I personally shop on Walmart, I don't go around just clicking on things that I'm not interested in buying. So, if the customer clicked, that means they were interested in it, but they landed on your listing and they decided not to buy, and your job is to decide why they didn't purchase. Is your listing not good enough? Is it not the color or the flavor that you're looking for? So, conversion rate optimization is always the thing that we say to start with. If you have a little bit of extra profit in your account and you need to invest in something, start with conversion rate optimization, because it's going to make your PPC 20 times better. And then beyond that, I would say another big thing to call out that can really influence top line sales growth is making sure you're managing your PPC not just for advertising but to grow your overall organic rank. So, creating campaigns specifically focused on improving your organic positioning on the page. Carrie Miller: Very good. All right, and we do have a good PPC question here. Ben Tiffany said any word on when Walmart will start allowing us to create negative search terms on our auto campaigns? Destaney: I would probably give it another quarter or end of year. Honestly, I think it's too blaring of a discrepancy to not roll out, so I'm assuming it's on the roadmap for pretty soon. Carrie Miller: Yeah, I have heard it's on the roadmap, so I thought it would already be out. So maybe they're just taking a little more time to make sure that it works well. So yes. Yeah, that's probably what's going on here, but I think we're pretty much out of time. But thank you so much for joining us today on this Walmart Wednesday and we really appreciate your insights for PPC. We haven't really done a whole lot on PPC, so hopefully we'll be able to get you back on here at some point and do some more Walmart PPC stuff. But thanks again for joining us and to everyone else, thank you for your questions and thank you for joining us live and we will see you all again next month on Walmart Wednesday. Bye, everyone. Destaney: Awesome. Thank you, Carrie. Bye guys.
Tuesday, April 2, 2024 Sliced: Germany and its Novel Climate Protection Contracts In this edition of Sliced, we look at Germany's new climate finance and greenhouse gas emissions reductions mechanism, climate protection contracts (CPCs). -- Sliced is a weekly short-form dispatch released every Tuesday that features original thought pieces from our team members with the goal of slicing apart the various complex aspects of climate finance. If you want to check out the written version of Sliced, click here. And if you want to receive Sliced to your inbox, click here. Sliced is produced by Gordian Knot Strategies. It is written, narrated, and edited by Jay Tipton. Visit us at www.gordianknotstrategies.com. Music is by Coma-Media.
Unlock the full potential of your Amazon advertising efforts with the expertise of PPC maestro Destaney Wishon of BTR Media, who brings a wealth of knowledge to our illuminating discussion on Amazon PPC strategies. Listen as we dissect the limitations of relying solely on ACoS metrics, advocate for sales volume and profitability harmony, and delve into her firsthand experiences with Helium 10's powerhouse Amazon PPC tool, Adtomic. The conversation takes a turn into the synergy of PPC and organic ranking approaches, providing you with actionable insights to enhance your ad campaigns and achieve success in the Amazon marketplace. Get ready to navigate the tricky waters of Amazon PPC campaigns for non-repeat purchase products, where we tackle the tactical acceptance of losses to build organic rank and the criticality of budget allocation for long-term gains. The episode is packed with rich strategies, including leveraging Amazon's Search Query Performance reports and optimizing bids with precision. Discover the art of juggling multiple product variants in PPC and the effectiveness of single keyword campaigns, all while managing to maintain a robust presence in a competitive niche market, like supplements. Our TACoS Tuesday program culminates in a robust discussion on keyword match types, revealing how exact and phrase matches can coexist without cannibalizing each other's potential. Destaney shares her valuable insights on sponsored brand video ads, the finesse of managing bids outside of Amazon's console, and the tactics for handling unprofitable long-tail search terms. From the strategic considerations for small-budget brands to the nuances of keyword research and Amazon PPC tips for new sellers, this podcast episode is a great resource for anyone looking to elevate their Amazon advertising game and carve out their brand's success. In episode 545 of the Serious Sellers Podcast, Bradley and Destaney discuss: 00:00 - Amazon PPC Strategy Q&A With Destaney 02:44 - Understanding PPC Strategy and Metrics 06:06 - Custom Bidding Rules in Adtomic 10:00 - Amazon's Impact on Organic Ranking 13:08 - Establishing Product With Profitable Keywords 16:11 - Maximizing Amazon Product Visibility 19:24 - Controlling Bids for Amazon Search Results 21:05 - Amazon Advertising Strategy and Optimization 23:39 - Day Parting Strategies on Amazon 25:22 - Amazon PPC Strategy and Keyword Research 26:47 - Amazon Seller Strategy and Consumer Behavior 30:25 - Improving Product Visibility on Amazon 35:56 - More Amazon PPC Strategy and Tips 42:18 - Understanding Amazon Suggested Bids ► 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 one of the top minds in all the Amazon PPC world, Destaney, back on the show and she answered all of your live questions on Amazon advertising that, actually, this was no doubt the best set of questions we've ever had on the show. How cool is that? Pretty cool, I think. Bradley Sutton: 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.me/adtomic for more information. That's h10.me/adtomic. 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 live monthly TACoS Tuesday program, where you go over anything and everything Amazon PPC related, and we throw in a little bit of Walmart here and there, as well. And so, for those who this is your first time to the show. What we do is we bring on an outside expert once a month to answer live on all of our platforms, your top PPC questions. There's no question that's too basic or no question, hopefully, that's too advanced. We'll answer them all. So let's go ahead and invite our very special guest. For the first time since last year from BTR media, we've got Destaney in the house. Destaney, how's it going? Destaney: Whoa. Well, now you have me a little nervous. You said you know, hopefully we don't have any questions too advanced. We'll see what happens. Bradley Sutton: Well, for you, like, I might not say that for all of our guests, but you know, since Destaney's on here, it's like, nah, like you can ask anything. Destaney: We'll see what happens. Bradley Sutton: Give us a quick bio of yourself for those who might not have heard your previous episodes and previous years here and this is the first time I'm listening to you. Destaney: Yeah, of course. So I've been in this space for seven years, worked everything from some of the largest brands on the platform to also the small sellers. I feel like we've worked with a lot of people that have gotten up and gotten ready and launched, and I've done nothing but Amazon advertising for seven years straight. So I think personally, I've managed over $500 million worth of spend, every category, every scenario I think I've dealt with this point. Used to be founder of better AMS, we've now rebranded to BTR media. Bradley Sutton: Now that we've established, you know, what you're talking about, we're just going to hop right into it. Before I get to the user's questions, I had some things I wanted to ask. I'm going to ask some questions about Adtomic. I have got some general questions, but actually, first let me get to the general question. So I know there's been a, I don't want to call it a movement lately, but maybe there's more awareness of in the industry about, hey, it's not always just about ACoS when you are trying to, you know, determine or strategize with your PPC. But my question first of all is there a certain level that that statement applies to? Like, if I'm a brand new seller and you know I don't have, you know, this big budget to and I'm not trying to build this humongous brand and try to get awareness out there, should I still be maybe using that as my primary metric? Or if so, is there a certain level where all of a sudden, I need to be shifting my metrics I'm looking at? Destaney: I think, in simplest answers, you should always be shifting your metrics. In the beginning, cash flow is king. That's what matters the most, right, especially as a individual seller. You are financing every next round of inventory and if you can't afford that inventory, you're not going to have a brand. And how do you make sure you can afford that inventory while making sure that, marginally, you're in a good spot, which is where ACoS comes into play, right, you can't just hemorrhage money. Destaney: That being said, when you're launching, you also need to make sure you're driving volume and improving your organic rank and getting more review. So I think, in the very beginning, ACoS may be less important as you're driving that velocity. It's more about margin. So, all that to say, I think there's a million different variables. We have brands that come to us and like hey, our only goal is a $3 row. As this is a marketing budget, it doesn't influence anything else. We have brands that come to us that are solely focused on profit margin at scale. So we need to make considerations for what that looks like. Bradley Sutton: Love it. Love it. All right, excellent. Now let's go hop in Adtomic because, you know, for the first time you and your agency are getting into, you know, using Adtomic and using it for some of your clients. You've only been doing it for a couple of months now. What are some of your initial kind of reactions, like how, what are the strengths that you guys have been noticing about it? Destaney: Well, I think there's a few things I want to hit on here is one, our agency has always used Helium 10 from like a keyword research, organic rank, BSR tracking perspective, which is why I was like, hey, let's see if there's better integrations we can do. Destaney: Everyone who's been following me knows I preach the relationship between PPC and your organic rank. So that was what was really insightful for us is like okay, let's see what it looks like. Managing it all within one tool and being able to track that overall relationship. At its simplest, I think Adtomic drives a lot of value. And giving you one view of all of that, I mean, you can go immediately into your search terms tabs and pull up search volume, and that you know. As anyone who's managed a brand, I get millions of questions of why are my sales down week over week, and being able to overlay things like search volume is super important, I mean beyond that. Day parting hourly parting is always a hot topic within the industry and being able to stay in tune with all of those new rollouts or generative AI. Those are things that most of the industry is behind on right and you've always relied on native ad console to make those adjustments. But now having in a tool that allows the simplicity of scale has been a major value add. Bradley Sutton: Awesome. Awesome. Now, one of the things that Adtomic has released in the last few months or so is the ability to make your own custom rules. You know, we always allowed you to make a certain level of custom rules but now even for your bid management. And so you know, as we just mentioned, you know, obviously you know some people might still be doing ACoS, people might be doing RoAS impressions. There's so many different things and we pretty much allow anybody to choose like, hey, whatever you do, this is what you should. Bradley Sutton: This is, you know, you can go ahead and implement it in Adtomic. Now, you know, having, you know, spent some time in there, what would be your suggestion First of all for, like you know, maybe a newer seller or, you know, medium sized seller, if I'm looking to, like, create my own rules for bidding. There's literally a million possibilities so I might be overwhelmed. I know there's no one size fit all answer here, but maybe can you give a couple ideas about what you would suggest somebody to do to put in Atomic so that it manages their bids effectively. Destaney: Yeah. I'm going to start philosophically here, in that I always say that anytime a software opens up the Black Box and allows for rule creation, they're putting themselves in a risky position because, in my opinion, most sellers don't actually understand bid management appropriately, right. It's only like the advanced sellers that can really hop in and truly understand bid management. So the fact that you all have opened it up for everything and taken that risk is huge in my opinion because that is the biggest flaw of some of the softwares in the space is they don't give you that customization. All of that to say everyone who's like hey, I have all of the power to, you know, give myself a 5% ACoS. Be careful, because a tool is only as good as your ability to use it. Like, truly. I've audited and vetted almost every single platform. Destaney: I feel like we've gone through building our own rules customizations. Most people don't actually know bid management well enough to build their own rules, but if you do, I think the biggest things that we look at is we create rules for the different outcomes we want. If we're launching a brand new product, then we're creating rules that are based off sales. So we're going to be taking a deep dive into hey, what is the conversion rate and what is the sales? And we're going to build rules for maximizing that increased bid when I have a certain conversion rate. Destaney: On the flip side, if our goal is profitability, we're going to work backwards from our ACoS or our RoAS goal. We're going to say, hey, let's build rules that are based on lowering bids when our ACoS is too high and maybe layering in our conversion rates also low, let's go even lower, right. So those are the two simplest ones that we look at, but it really needs to be strategic. You can create rules that are based off the phase your product's in, whether it's launch, consistency, profitability, organic rank. You can create rules based off your overall business outcomes, which is always an important one is what is that key RoAS that you're going to optimize for all of your campaigns, but just making sure not to over complicate it in the beginning. And once you start to understand the correlation between CPC and RoAS, then you can start building in a little bit more customization around lifecycle and things like that. Bradley Sutton: One more of my questions. I get to be selfish and stop in the host here and decide when to bring in the user's questions. But just going back to that topic of ACoS versus other metrics, I think there's so many people who have for years, just that's all they've thought about and they're like well, doesn't it make sense? Like hey, if I'm losing profitability because I'm spending more for my advertising and this is how much it's costing me per sale, like should I always just automatically lower my bids because I need to be profitable? But can you explain why? No, that's not always the case. That might actually be hurting you in the long run. Destaney: So the reason it's become so much more important to not always focus on a low ACoS is because Amazon's search results have become more saturated with ads. I think everyone amen right from the pews here. The reason being is obviously Amazon's making a lot of revenue off their advertising but also they've done a great job of their relevancy and still having a clean customer experience. The problem with that is if you start slipping an organic rank and you fall to page two or page three. There's a joke of, you know, the best place to bury a dead body is page two of Google. Well, Amazon's very similar right. A lot of people don't go to page two and page three. So if your organic rank starts slipping, you're going to be in a tough spot. Now, why does your organic rank slip? Well, you either have a decrease in conversion rate or you're not driving the amount of sales or units as your competitors, right? Destaney: Anyone who's watched Bradley's honeymoon period philosophy knows that a lot of these factors influence your organic rank. So there's a level of Amazon advertising that just drives sales, and we know sales improve your organic rank. So your PPC directly correlates with your total sales, right. The more sales you drive, the better your organic rank is the more reviews that are going to be left, which is going to improve your conversion rate, which is going to drive more sales, which is going to thus spin the flywheel. So that is why it's really important to understand the PPC relationship between your total sales. You know some people we've had quite a few clients say I'm going to stop PPC completely, which is fine for 30 days. Your profit's amazing. And then 60 days or 90 days or 45 days later, their rank starts dropping and now their total sales are decreasing even more. And, as we know, with profit there's economies of scale. You may want to drive a lot more units at a lower profit margin, but still end up with a higher overall profit if you improve your organic rank. Bradley Sutton: Let's go ahead and hop into the live questions we've got from YouTube. RH says we're optimizing a mature campaign. How frequent should I do it and what is the look back window you prefer? Destaney: I'm going to start with look back window. That one's easier to answer. We typically look at last 30 days. The reason being is you don't want to really look longer than that because there's a lot of variables that are going to affect your look back window. If you start going to 60 and 90 days, you're going to be getting into seasonality. You could have major conversion rate changes over that time frame. So we like to look at last 30. Last seven's almost too small because of your attribution window. That being said, if you lower your price or you have something crazy going on that changes your conversion rate, you probably need to look at a smaller look back window. Destaney: When it comes to how frequently do you optimize, there's a lot of different opinions in this space and I don't think it matters too much. If we're being honest, we optimize when we have enough data to optimize. So once I get a certain threshold of clicks, I typically start making bid optimization decisions based off that click threshold, which is something that you can build out again within Adtomic. So if you have $100 price point product, you're going to need more clicks to have enough data right, because customers like to think and click and take a longer time to purchase, so really depends. Bradley Sutton: Next question here. This is from Steven from YouTube. How long do you think you should run PPC at a loss to establish a product? It's not a repeatable purchase product. Destaney: That second part of that question is super valuable. If it's not a repeat purchase product, we typically run on a loss during the organic rank period, right. When we're trying to get up to closer to the top of the page. So that way, as we go higher up on the page, that means we don't have to rely on PPC as much to drive all of our views. So that is what we use as our lever of success. If we get into the top 40 for some of our top keywords, then maybe we're going to start focusing more on profitability. Again, it also depends on what your general margins are. If you have $50,000 set aside where you can focus on organic rank, then maybe it makes sense to start from the beginning at a loss. But if you don't have that money set aside cash flow is important then maybe you need to focus on layering in more profitability-focused keywords and bid optimization. Bradley Sutton: And Amazon Girl says do you have a strategy to increase brand share in Amazon using PPC and what do you recommend? Destaney: 100%. So Pacvue actually released a study, I think, two years ago, that 70% of click share goes to the top placements on the page, which, as we know, are typically sponsored ads. So we've ran this for a lot of our original CPG brands. We'll create campaigns specifically focused on top of search for two to three of our top keywords that we want to increase brand share for. So we're creating campaigns that are solely focused on brand share. That's what the name is in the campaign title. We only focus on the exact match. Destaney: So we have really good control and we just bid really high. We bid high enough that we're winning as much impression share as possible. Now we may not be able to afford to win that impression share 100% of the time. It can be really expensive at top of search. But we have those campaigns set aside so we can increase and decrease our budget as needed. Then you can go into your search query performance report and say, hey, for this keyword that I'm focusing on brand share. What is my search query performance and am I actually increasing brand share in that scenario? Bradley Sutton: Yeah, I think search query performance is amazing, that Amazon has released that data first of all, and so powerful, I think, for sellers. But I think one popular strategy let me just get your viewpoint on this is like hey, let me see where my conversion rate for a keyword is better than the average since Amazon shows that. And then hey, if I'm not doubling down on or if I'm not showing up at the top of search, I need to go ahead and double down on that, increase my bid, whereas on the flip side, would your strategy be like? Maybe my overall conversion rate is not as good as my competitors, maybe I should even consider pulling back a spend. I know that's a kind of over-generalization, but is that kind of like your general strategy there? Destaney: 100%, especially on the advertising side, like that's where a lot of people waste spend. They're saying you know, I'm selling a purple pin, this is a maroon pin, right, and maybe they bid on purple pin and their conversion rate is terrible and they're like let me keep spending on that turn, let me drive more people to there, because maybe they're going to start converting. They're not right, unless you adjust your listing to say, hey, this is purple and not maroon, and it'll hurt your organic rank if you drive a ton of traffic to terms that are converting really poorly because Amazon's saying, hey, customers are landing on this page but they're not buying. They don't need to be at the top of the page. I want to put products at the top of the page that are going to drive sales. Bradley Sutton: A YouTube question from Silver Arrow says how, on sponsored products, can we promote all variants to take up real estate to dominate the niche? Amazon only allows one variant to display. This might be promoting all colors on PPC, so yeah, in most categories. Destaney: Most, I was going to call that out. Bradley Sutton: You know, like you can only show up organically for one. You know, I've seen like energy drinks. Destaney: Yep. Bradley Sutton: You know like I've seen other categories too, or every single variant, but on PPC it's usually the same. For sponsored product, yep, but would I mean, I'm not saying I suggest this strategy, but theoretically, if somebody's really just concerned about real estate on page one and they are in a category where only one sponsored product or one organic can show up, would it be all right? Here's my organic rank and then maybe my sponsored product for that keyword is another variation, maybe my three. I put three sponsored brand headline, you know, ads for three different products, maybe a sponsored video for another one or something like that. I mean like other than that. Is there a way that you can force Amazon to get multiple things when it's not natural? Destaney: There's no way to really force it. Like you said, there's also a lot of inconsistency in Amazon testing how they're breaking out variations, so we've never found a great way to do it. Sponsored brand headline search ads the best way to show all of your variants. We do have a few brands that have actually split up, especially if it's like flavor variations chocolate protein versus vanilla protein. They've seen a lot of success splitting those up. That's not for everyone because now you're having to put PPC costs behind two different variations, right. It gets a lot more costly even though you are making up more market share. The only other small thing I would say is like from a cannibalization perspective, like you said, make sure you're running different ads at the top than what you're organically ranked for and make sure you're running brand defense ads on your product detail page. Bradley Sutton: Jalil says when using a single keyword campaign, do you use a top of search modifier, and what percentage do you find the best results with? I usually do 10% to 20% when using a top of search. Destaney: This one's a difficult, right, if you're coming from some of the other software companies in the space whose placement modifiers to optimize all of their bids. We don't recommend that strategy at BTR media because it gets really complex. If my only goal is to win top of search, I just bid really high and then also put a modifier on. Bradley Sutton: Thank you. Thank you. If somebody else says I like that, I always felt like it's not so popular to say that and I'm like man. Am I in the minority here? Like, why am I the only one still old school? Destaney: I will go a tiny bit deeper. The problem with modifiers and a lot of people haven't probably dove into the documentation on this is there's a little asterisk that says Amazon will only apply the modifier based off the likelihood of a sell. So a lot of people are assuming that every single time the click happens that modifier was applied, and that's not true. So it just, in my opinion, causes a lot of inconsistency. You want to win top of search? Go bid $50. Within five minutes you'll see you're at it, top of search, and then you'll see the CPC. It took you to get there. Bradley Sutton: What I tell people is, you know, maybe without Helium 10, I might do that. But the reason why I always stayed old school and just was controlling my bid was I don't need a top of search modifier. I'm not going to give Amazon the wheel in cases where I don't have to. You know like and just trust that Amazon's going to do exactly the right thing. I'm going to fully control the bid because I just put that keyword in Keyword Tracker, or actually in Adtomic, you can actually see the keyword ranks too, and within three hours I'm going to see three consecutive ranks where I can see oh, I obviously need to increase my bid, or, man, I'm already at the very top of search, you know, naturally, on sponsors, so maybe I can pull back and just see where it is. So it's like you don't have to guess where you're showing up because you just put in Keyword Tracker, put boost on, you'll know right away. It's refreshing to hear somebody else say the same thing here. Bradley Sutton: Another question from YouTube, Rebecca says is it still recommended to put the same keyword in all three match types? And also, does it hurt your organic rank to pause keywords that aren't relevant to your product but are not performing? Destaney: This is a great question. We run in all three match types for our brands because there's different purposes. Our exact match we know exactly where they're showing up on the page. We have a lot of control. Our phrase match opens up a little bit more opportunity for keyword research. So if I'm bidding on Chapstick, I'm going to start finding oh, people are typing in I don't know peppermint Chapstick or vanilla Chapstick, so it helps me expand that. Broad match does the same. It's a good keyword research methodology for us and if you have good bid management, it's going to allow you to harvest a lot of new keywords. Destaney: If I'm a really small brand and I don't have a big budget, I would probably only focus on exact match and phrase match internally. They do not compete. That's a misconception and I pulled our agency data yesterday on this. Exact match has driven $9 million in sales for us at a 15% conversion rate. Phrase match is also driven $8.9 million in sales at a 13.5% conversion rate and broad match was a little bit under that because we lower our bids on broad match conversion rate I think was the lowest at maybe 12%, but because we had good bid management. Our RoAS and ACoS was the same on almost all of them so they act in a different manner. Destaney: Right, it's still expanding. And then the other quick question is does it hurt your organic rank? Not necessarily, but you got to think it's slowing your sales volume down so it could in the long term hurt your organic rank. The better answer is just lower your bids. Right, if it's a great keyword with a great conversion rate you can't afford, maybe top of search, lower your bid to make that term profitable, even if sales slow down. Bradley Sutton: A lot of great questions say this is pretty cool. Destaney: Good questions. Bradley Sutton: Gregori says my ad sales are driven by 60 to 70% by a sponsor brand video. Because of that, I'm not well ranked on my main keywords our sponsor brand ads. I'm assuming he's talking about both sponsor brand and sponsor brand video. Are these helping with ranking at all? So I think what he's talking about is like maybe he's got a video and it's showing up on the Coffin Shelf page or a Coffin Shelf search results. Somebody typed in Coffin Shelf now if it was just regular sponsored product ad, that's definitely going to help the algorithm. But if somebody clicks the sponsored brand video ad from that same search. Me personally, when I tested this maybe one year, two years ago, it didn't have as much impact, if anything at all. What are you seeing lately? Destaney: Pretty much the same. So sponsor brands video has almost no impact from what we've seen, other than the fact that again, you're still driving sales. So there's a small factor there. But let's talk about why, really fast, sponsored products make up 70% of your sales, when ran appropriately, because they have more real estate on the page than anything else. Sponsored brands video have two placements on the search results and one on the product detail page so their real estate is so much less that they don't really drive enough overall volume to make a difference. And then when they do drive sales, it's being distributed across multiple ASINs typically. So if you just look at like the math, they drive a lot less sales to specific keywords and that's why and then sponsor brands video again is considering all of your brand halo, not necessarily correlating a keyword to a product from an organic rank perspective. Bradley Sutton: All right. Rebecca said hey, do you think there will be a chance to create bid rules where we can lower the bids on certain days and times? You can do that in Adtomic, so make sure to do that. We call that schedules. A lot of people just call that day parting. But Amazon, I mean, do you think Amazon will allow or will have that in seller central? Destaney: I do. I think it's on the roadmap. Actually, one thing I'll throw out there is I don't recommend using Advertising Console for this. So put this in the shortest way possible. Amazon has an API called Amazon Marketing Stream that actually shows you hourly insights on spend and sales. Adtomic uses that all the software providers use it. From an API perspective, Advertising Console does not give you that access into the insights. So within ad console, you cannot see when someone clicked on an ad at 3pm on Tuesday but purchased on Wednesday at 9am. Adtomic's giving you that so you can actually day part appropriately. Advertising Consoles not. That being said, what you can do in this scenario lower your bids to the level that you need 100% of the time and then increase your bid when you're performing best right. So just inverse what a typical day parting is. Lower the hours that you think you're performing poorly, increase when you do incredibly well and just run the inverse of day parting. Bradley Sutton: My buddy DotadaSilva says he's got a two part question here. So what's your suggestion on a bunch of my unprofitable long tail search term reports? If he combines it all he sees $9,000 in spend with zero sales, but they have less than 15 clicks. So maybe he's got some rule that says, hey, if I find a search term that has 25 clicks, let's go ahead and negative, but this doesn't qualify as that. He says all are very relevant keywords impression is good. So what should I do? Should I lower the bid or should I negate them, or should I put them in a separate campaign? Destaney: If your brand is only focused on profitability, I would just pause them. I would not negate. I don't think so. And this is again. This is a difficult situation to pin on the brand. My personal opinion is 10 to 15 clicks is not enough clicks to actually make a decision. What I would do is I would lower your bid on all of those data collection long tail keywords so that way, even if you have 200 of them each getting 10 clicks each, you're not spending enough money to really make a big enough difference. You're slowly collecting data until you figure out whether or not that keyword converts at a $1 bid. It's going to be really costly to collect that data across 200 keywords and 15 clicks, right? I don't really know if it'd be valuable putting them in a separate campaign. I would just lower bid. Bradley Sutton: Do you skip the last two days of the look back window? Destaney: Yeah. That's traditionally recommended 100%. If something crazy happens then no, it's not necessary. You could still look. But fun fact, I believe the window Amazon last presented between the time that someone searches for a product and makes a purchase is over five days, right, which is crazy. So if you run an ad and you see your spending driving law spend on Monday, there's a good chance that person's not checking out until Friday, which is my whole day parting soapbox. But we don't need to get into that. Bradley Sutton: Yeah. It's kind of, you know, like it's funny, because this is why, as Amazon sellers and this is a completely generalized statement, but we as Amazon sellers should not be looking at our strategy based on what we do as consumers, because me personally, if I click on something, I'm buying it. And then what opened up a whole world to me was when search crew performance ran. I was like, why are these numbers so low? And then, yeah, I talked to Amazon about they're like no, this is only looking at those who take action in a 24-hour window after a click. I'm like and like who doesn't buy something when they add it to the cart? And then I, all of a sudden, I started asking people and I was the weird one. You know, people are like. Destaney: Yeah, yeah, like. Bradley Sutton: I had a whole bunch of stuff to my cart and I think about it for a couple days and then I'm like what? So? So like again. This is not necessarily just PPC, but if you guys are running your businesses based on your own consumer behavior, guys, that's not the majority out there. You got it. You got to have strategy that applies to more people. Destaney: Yep. Bradley Sutton: Get the next question we got or do our first one from LinkedIn, from Tobias. What is your approach about auto campaigns? Do you just use them for keyword harvesting, or is there something more about it? Destaney: Auto campaigns do win unique inventory, like in stop, so they actually influence the frequently bought together section. Occasionally, you'll see a sponsored ad there. Sometimes you'll see a sponsored ads and like the lightning deal section. So that's a good reason to continue to run auto campaign. So we do continue to run them for almost all of our products. We also aggressively keyword harvest. Like all of our systems are built out for quick keyword harvesting, so we run them in segmented close match, loose match, compliments, substitutes in order to go ahead and make sure we're consistently getting great keyword research. We don't really recommend running your auto campaigns with more than 10% of your spend historically because you don't have a lot of control. But we do continue to run them because of the unique inventory. Bradley Sutton: Any circumstances for which you would recreate a new exact match campaign, or why a key phrase would do well under broad match but not exact. So I'm not sure this is what she's asking. But, like you know, sometimes I've heard people say, hey, I've got a good keyword. It's in my, my exact manual campaign. It just gets like very low Impressions. But then I put it in a new one and all of a sudden it gets impressions which doesn't, you know, make sense. But is that just what we should do? If we don't see it have good impressions, just try it again in a new one. Destaney: Yeah. It's definitely worth testing. I think you know let's talk about Chevalier's. Second point here is sometimes when you harvest a keyword from your auto campaigns or broad match and you put it into exact match, it doesn't perform as well, or the reverse. The reason being is your campaigns and your keywords attract or collect relevancy, right, Amazon's an algorithm, so they like to make database decisions. So maybe you have the keyword Chapstick in an auto campaign. Destaney: That's always done amazingly well for you, and the reason it did well is because it was a 17-cent bid on page 5. And then you go ahead and you pull it out and you decide to try to put it in a manual campaign at a $2 bid and all of a sudden it does terrible, and that's because it's showing up a different placement on the page. You put it into a new campaign and now you're showing up at the top of page one and all of your competitors have 50,000 reviews. So your conversion rate looks worse, right? So all of that to say test like we definitely move our keywords around and harvest a hundred percent. We also will create exact match campaigns for different purposes. We have ranking campaigns then we have profitability campaigns. They're both bidding on exact match. One of them is just focused on ranked ones, on profitability, so we do recommend that. Bradley Sutton: Okay then just one other tip out there for people who maybe it's on a brand new product and, no matter what you do, you can't get many impressions when you know that there's search volume for this. It could be a relevancy issue where Amazon just doesn't think that your product is what it is and the way you can kind of have visibility and not using Helium 10. Guys, put the product in Cerebro and then look at the column that I would say 99% of Cerebro users don't look at, but in my opinion it might be one of the top three things in the entirety of Helium 10 is look at the Amazon recommended rank for it. This is a live pool directly from this one thing that, for whatever reason, Helium 10 is the only one that's been showing this for like years, but it's what Amazon thinks the product is. Bradley Sutton: So if you see Amazon recommended rank one through 20 and it's a bunch of keywords that aren't really what your product is, it means Amazon is confused. And if that keyword is like at number 300 or maybe not even on the list, then yeah, you're not gonna get impressions for it because that's literally how Amazon decides what it's going to show you for. So that's just another way you can get some visibility at least into that. Steven says how do you, oh, it's a good one, how do you approach keywords that used to convert very well but they've fallen off for a month or more? Destaney: I want. I'd be very curious if conversion rate is the metric Steven's actually calling out here, or if he's looking at it for, or if he's saying ACoS used to be better and now it's not. If your conversion rate has changed, the biggest thing I'll take a look at is did your listing change? Did you have a drop in review count to review quality? Did you make a change to your images? Why? Like? Destaney: The real question you're asking, Steven, is why did customers stop buying my product after landing on my page, which isn't necessarily a PPC issue, right, that's a listing issue. Now there is a small portion of this which could be a PPC issue, and that's maybe. You used to show up at the top of the page and now you're showing up at the bottom of the page and your conversion has changed slightly because share of shelf is different. You're now being compared to different products depending on where your ads are, but more than likely, if it's a conversion issue, that is a listing issue. It's rarely a PPC issue. When you talk about conversion, if it was an ACoS or a RoAS issue, then more than likely your bid management changed or your conversion rate changed. Bradley Sutton: Jillil says, when dealing with supplements that are in a, that are a complex and not just a singular ingredient, how would you do your keyword research and PPC strategy? For example, a joint support supplement with five ingredients versus something like vitamin C, which is a singular ingredient? Destaney, what is up with these good questions? Destaney: I know it's a great. . . Bradley Sutton: I don't know like you just attract, I gotta have you on all the time you can track some of the best stuff. Destaney: This is a great question. I'm very familiar with this category and the core answer is Stop getting caught up in just the keyword research, right? This is one of those things where, to Bradley's point earlier, stop thinking as a seller and start thinking as a customer. No one is typically tight. Well, that's a lie. Most people are typing in joint supplements. Most people are typing in vitamin C supplement, right? So target those. Destaney: The problem is knowing that category. Your CPCs for both of those are typically around $20. I've worked in them very familiar. You can't afford those usually. So you do start layering in more ingredients because if a customer types in vitamin C, they don't know what they want. Right, they want some type of vitamin C. But if they type in vitamin C deficiency for so and so and so it's going to be a lot lower search volume, but they're going to convert much higher because they've done their research and they know your product is what they're looking for. So just create campaigns for both. Create campaigns for your top singular keywords that you probably can't afford but you're going to give a low budget to anyways, and then create campaigns based off the ingredients. Maybe it's one ingredient, maybe it's probiotics with fiber, I don't know I'm totally making that up and then create another campaign for probiotics with vitamins or collagen and then figure out what's performing best and scale what's best and pull back on what's not. Bradley Sutton: Toseef says I'm getting good sales of the good ACoS on a keyword. Should I always keep on increasing the bit of that keyword or not? Destaney: It depends, really. You know you're looking at this on a micro level. If your overall account is within your ACoS, then maybe just keep it. If you have a little bit room to grow, then raise your bid and drive more sales. Bradley Sutton: But looking at the keyword rank also is good too. If you're already at the top of the page, you know there's no sense to necessarily, you know, increase your rank because then maybe somebody else is just going to do the same thing and now you're everybody's just driving the cost up needlessly. Brent says I've got multiple products that I'm targeting the same search terms. If I have multiple campaigns for multiple products bidding on the same search terms, am I artificially driving up the bids? Destaney: No, the only time you have to worry about this is if you're running out of separate seller central accounts and then competing. Bradley Sutton: Were you surprised when the keyword report added for ASIN targeting? What's your approach about ASIN targeting and how much sales do you need for extra campaigns for specific ASINs to push them separately? Destaney: Not surprised. This has actually been a thing for quite some time and pretty much it's saying, hey, I'm targeting this product, but this product also indexes for these top five keywords, so let me show up there. In general, you got to consider, Amazon is moving into a more AI model. It's going to be a lot less paper click and a lot more shopper intent. That's included. I, theoretically, have seen sponsored products also run retargeting. So when things are out of my control, I try not to worry about it and what I do instead is be more concise with my campaign structure so that way I can break out my reporting. Bradley Sutton: Matt says I've got a variation listing. I got a 10 pack and a 20 pack. Should I drive people traffic to the cheaper option which tends to sell better? Destaney: Yeah, I would. So you got to think about it from a PPC goal. The only thing you want is to bring people into your listing. The lower price point is going to bring them into your listing. That doesn't mean they're not going to buy the 20 pack. We almost always recommend running on the lower price point even though your margins are going to look a little bit worse or your performance is going to look a little bit worse RoAS wise. You're going to bring them into the listing and then they're still going to buy the more expensive if they want it. Bradley Sutton: Tracy says how many keywords per campaign or ad group and what's a good way to structure. Destaney: So one thing I'm going to run through really quickly is we personally run one campaign, one ad group. We run multiple ad groups because your budget is on the campaign level. Amazon makes you set a hundred dollar budget, whatever that number is, and then, if you have multiple ad groups, you can't control if this ad group is getting $50 or $20 or $30. So I run one campaign, one ad group and then we typically put 10 to 15 keywords. There's no perfect answer. There's a lot of myths in the space. The end of the day, it's however much budget you have. I have brands that have millions of dollars of budget so I can set 200 keywords in a campaign because I know I have enough budget to collect data on all those keywords. For most people, we recommend anywhere from one keyword for your top driving to 20 keywords and not going over that. Bradley Sutton: Just a quick one before I forget. This is one of my questions. Obviously, one of the rules that we can do for keyword harvesting in Adtomic is like say hey, this is, if I find a keyword in an auto or broad or phrase campaign at this threshold, I want you, as an Adtomic to move this to my exact manual campaign. What is? Obviously there's different strokes for different folks, but is it two purchases? Is it three purchases? Is it two purchases or three purchases, or four purchases plus a certain ACoS? What is a decent rule of thumb? Destaney: When I originally started, so I'm going to throw that out there from simplicity's sake. I think I did two sales under like a 100% ACoS. The reason I kept my ACoS high is because I knew when I harvested that keyword I could just lower my bid at the end of the day. What really matters is that it's driving sales. Conversion rates another important one to layer in is like your average conversion rate. As long as it's higher than that, you're fine. Bradley Sutton: Sandy says we're thinking of lowering retail to. I'm assuming he means maybe the retail price to improve conversion rate. Have you seen a better conversion rate when using a lower everyday low price or a coupon? Destaney: It depends on your competitors. Of course, a lower price is probably going to improve your conversion rate. At the end of the day, would you be better off optimizing your listing better and maintaining a high price? Would you be better off adding more value to your product? Those are things you can consider, because the problem with lowering your price is you get into a race of chasing the bottom. All of your competitors can also lower their price. The real value add is improving your product. Bradley Sutton: What's been working for BTR media and your clients as far as custom images in sponsored brand campaigns and types of sponsored brand video campaigns because I feel like this changes year over year what performs best. Destaney: Yeah, I think the biggest thing is obviously CPCs have gotten a lot more competitive with video and creative, as people are doing it more and more. Destaney: So, yeah, I think that's it, thank you. I have gotten into arguments about the generative AI sponsor brands and a lot of people are like, yeah, and you know it's not working, it's terrible, but we've seen amazing performance. We've actually split test against commercial grade creatives that, like, professional brands have used, and generative AI is in line with it. Of course, it's up to your prompt, but don't over complicate it. When customers are on Amazon, they're not looking to click on commercials, they're looking to click on something that looks native to the platform, which is where I think AI does a decent job of simplicity. So, you know, for Christmas last year, we took a brand that has like 2000 ASINs and we used AI to make every single ASIN like Christmas. We just added a little Christmas tree and it did incredibly, incredibly well because people knew it was a seasonal item. Bradley Sutton: All right. Last question of the day, it's from a brand new person to the Amazon. I'm sure there's a lot of brand new people out there. Maybe they were too shy to ask a question, but real simple. Hey, Ashlyn says I'm a first time seller. Just give me some tips about what I should be thinking about when starting with PPC. Destaney: I think the first and foremost is obviously going through all of the resources available for Helium 10. I don't know if people actually deep dive on everything that's available, even if it's as simple as going through like the Adtomic training. I know Travis. I watched a few videos where he was like training on concepts, not just the software itself. Amazon advertising also has an amazing accreditation program I have to shout out. We send, we've hired interns out of high school, sent them through the accreditation program and they've been managing accounts after like three months. Obviously, we also do a lot of training on top of that but Amazon's invested a ton in their accreditation program. So when you log into Amazon advertising, you can see their learning console. Highly recommended. Every brand owner, every team needs to get certified in Amazon advertising accreditation. Bradley Sutton: Last thing of the day is just a hey, what's your 30 or 60 second tip, PPC related that you can share with the audience. Could be about anything you want. Destaney: Everybody needs to better understand the correlation between your bid and CPC and your CPC and ACoS and RoAS. That is like one of the most important things as a brand owner to understand if my increase, my bid, what happens? Right, our bid is the number one we can control. To Bradley's point, you have accessibility with the Adtomic. Dive into those resources and start understanding bid management. If you don't learn anything else, learn bid management within your tools and your brand. Bradley Sutton: Well, Destaney, thank you so much for joining us again. We're definitely going to be seeing a lot of videos that have training that we've been filming, that you're going to help users out there, you know, expand their knowledge in PPC. And if I saw some questions in chat asking about Adtomic, so if again the website to get a free demo, h10.me/adtomic, and then how can people find you on the interwebs out there If they'd like to reach out directly to you? Destaney: Can I answer a bonus question, just because it came up. Okay, so I'm going to talk about suggested bids because I see it nonstop in the Helium 10 groups and it just came up here. When Amazon's giving you a suggested bid, they're taking the average of what every single competitor's bidding and the placements on the page top of search could be $30, bottom of search could be $2. So their suggested bids are an average of all of those placements. So, yes, you can bid a lot lower and still win impressions, because you're probably showing up on page two or page three or the PDP, and you may not. You may bid the suggested bid and still not show up on page one. You may have to bid 20 times higher because you have one person increasing the auction, which doesn't influence the average. So keep that in mind. If you want to learn more, find more, I post a ton of content in the groups, on Facebook, on LinkedIn. I think is where we post the majority of our content and you know, check us out btrmedia.com. Bradley Sutton: All right. Thank you so much, Destaney, for joining us, and we'll see you in a little bit.
This episode of The Gender Justice Brief is a recording of the panel of advocates and researchers featured in the film Preconceived, moderated by Gender Justice Executive Director Megan Peterson at its premiere at the South By Southwest festival in Austin, Texas on March 9, 2024. Preconceived tells the stories of Maleeha and Maria, just two of the thousands of people who have been deceived by coercive anti-abortion propaganda mills known as crisis pregnancy centers (CPCs). As the film follows these protagonists, it sheds light on the deceptive practices deployed by CPCs, investigates the funding streams that fuel their spread, and raises urgent questions about how to combat disinformation in a post-Dobbs era. Panelists: Maleeha Aziz, Texas Equal Access Fund Jenifer McKenna, Reproductive Health & Freedom Watch Tara Murtha, Women's Law Project Links: Preconceived home page and trailer Designed to Deceive: A Study of the Crisis Pregnancy Center Industry in Nine States (a report created with Gender Justice partners in the Alliance: State Advocates for Women's Rights & Gender Equality, coauthored by panelists Jenifer McKenna and Tara Murtha) Host a screening, learn more, and take action Visit the "Gender Justice" Website here and "Unrestrict Minnesota" here. The GJB is produced by Michael at www.501MediaGroup.com & Audra Grigus. --- Send in a voice message: https://podcasters.spotify.com/pod/show/genderjustice/message
Crisis pregnancy centers present themselves as genuine healthcare facilities; however, their main goal is to discourage individuals from accessing certain healthcare options like abortion and contraceptives. These centers, a well-supported arm of the global anti-abortion movement, are rapidly expanding by using deceptive tactics, medical disinformation, and public funding. Currently, crisis pregnancy centers outnumber abortion clinics by an average of 3-to-1.In this episode of 'The Cost of Extremism,' we delve into the crisis pregnancy center industry and its pivotal role in the anti-abortion movement.TW: This podcast episode discusses crisis pregnancy centers, which may contain sensitive topics related to reproductive health, abortion, miscarriages, sexual assault, and misinformation tactics.Resources:https://www.sisterreach-tn.org/https://teafund.org/For a transcript of this episode, please email theswppod@redwine.blue. You can learn more about us at www.redwine.blue or follow us on social media! Twitter: @TheSWPpod and @RedWineBlueUSA Instagram: @RedWineBlueUSA Facebook: @RedWineBlueUSA YouTube: @RedWineBlueUSA
Crisis pregnancy centers present themselves as genuine healthcare facilities; however, their main goal is to discourage individuals from accessing certain healthcare options like abortion and contraceptives. These centers, a well-supported arm of the global anti-abortion movement, are rapidly expanding by using deceptive tactics, medical disinformation, and public funding. Currently, crisis pregnancy centers outnumber abortion clinics by an average of 3-to-1.In this episode of 'The Cost of Extremism,' we delve into the crisis pregnancy center industry and its pivotal role in the anti-abortion movement.TW: This podcast episode discusses crisis pregnancy centers, which may contain sensitive topics related to reproductive health, abortion, miscarriages, sexual assault, and misinformation tactics.Resources:https://www.sisterreach-tn.org/https://teafund.org/For a transcript of this episode, please email theswppod@redwine.blue. You can learn more about us at www.redwine.blue or follow us on social media! Twitter: @TheSWPpod and @RedWineBlueUSAInstagram: @RedWineBlueUSAFacebook: @RedWineBlueUSAYouTube: @RedWineBlueUSA
Nyleen Flores, CPMSM, CPCS, Chief Executive Officer at Total Surgery Center joins the podcast to discuss key insights into her background & Total Surgery Center, trends she is keeping an eye on in the ASC space, her excitement surrounding the expansion of her organization, and more.
Listen in as Gefen from Vendocommerce joins us in this month's TACoS Tuesday episode to share expert insights on the evolving landscape of Amazon PPC advertising. We're unwrapping the tactics that have driven success in 2023 and looking ahead to what 2024 holds, with a keen eye on the emerging trend of vertical video ads. Discover how an integrated approach to advertising, factoring in the halo effect on overall sales and product rankings, can amplify your brand's presence during crucial retail events. We also delve into how to use Helium 10 to easily optimize and track these strategies for superior performance in the year to come. In our conversation, we compare the accessibility of Sponsored TV with the robust control offered by Amazon DSP, especially for smaller brands looking to maximize their advertising efforts. Learn why testing and patience are critical when navigating these platforms, and understand the strategic organization of sponsored product campaigns to optimize ad groupings. Plus, Gefen imparts valuable advice on marketing products with different attributes and the potential pitfalls of violating terms of service when it comes to product hang tags on Amazon and Walmart. Tune in for an enlightening discussion that could reshape your approach to Amazon advertising. In episode 527 of the Serious Sellers Podcast, Carrie and Gefen discuss: 00:00 - Amazon Advertising in 2023 and 2024 03:10 - Vertical Video Ads Trend 09:29 - E-Commerce Behavior on TikTok Shop and Amazon 13:13 - Amazon's Sponsored TV and Publisher Ads 14:25 - Comparing Sponsored TV and Self-Serve DSP 16:51 - TikTok and Amazon Trust and Fulfillment 19:19 - Amazon Advertising and Product Attributes 20:46 - Optimizing Advertising Creatives on Amazon 30:10 - Helium 10 Tool Cerebro ► 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: Sponsored TV ads. What worked for ads in 2023 on Amazon and what to look forward to in 2024 with Amazon ads. This and so much more on today's episode of the Serious Sellers podcast. Bradley Sutton: 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.me/adtomic for more information. That's h10.me/adtomic Carrie Miller: Hello everyone and welcome to another episode of the Serious Sellers podcast by Helium 10. My name is Carrie Miller and I will be your host, and this is our TACoS Tuesday, where we talk about all things Amazon advertising, and we have an expert guest today. So this is Geffen from Vendo. So welcome, Geffen. Gefen: Hey, Carrie, it's a pleasure to be here. Carrie Miller: Thanks so much for joining us today. I'm very excited to have you on. I know you've been on here before and a lot of people really liked your episode, so we have some more good content for everyone today. And so for those of you, for those of the people in the audience that don't know you or know about Vendo, could you tell us a little bit about yourself and your experience, and then also about Vendo? Gefen: Yeah, 100%. So I'm the VP of advertising here at Vendo. So just a background on what Vendo, who and what Vendo is. So we are a full service e-commerce agency specializing in Amazon and Walmart, full service management From an advertising perspective. We have kind of brought in those services across Amazon and Walmart also to bring in things like programmatic, various retail media networks, as well as other marketplaces too, and so those have been incredibly, incredibly growth focused. I mean, 2023 was a very crazy year. The team did an incredible job from a strategic standpoint, from a number standpoint, to grow across the board and when it comes to PPC, as most of the people I hope know, on this call, a lot of those different strategies rhyme. So we've been able to replicate the immense success that we've had on Amazon. We brought it over to Walmart and then we brought that over towards the various retail media networks, as well as things like Page Search and Social with Google, facebook, tiktok, etc. Amazing. Carrie Miller: Yeah, so you guys are into everything. That's awesome. So I guess, since you were talking about 2023, what are some things that you think worked really really well Specifically in 2023 that you might carry into 2024? And then maybe some new things on the horizon because of just the changing landscape and things that Amazon is introducing right now. Gefen: Yeah, yeah. Well, I'll start with the second half of that question, because I think that vertical video is going to be a really big push for Amazon this year. I know that everybody's talking about that in the space. I'm very curious to see how it's going to be rolled out. I mean, if you think about it from a practical standpoint, it's going to take up more page real estate than the, than the former video format. Now they might have both horizontal and vertical in play. We also don't know where on the search engine results page it's going to show up. Is it going to show up on row four, which would be row four, five, six on mobile, potentially even row seven, depending on how, you know, zoomed in your screen is, or is it going to be at the bottom of the page? And I think those are big questions because that's going to place a big emphasis on where you're ranking. And so I think that that leads into the first part of your question, which is something that worked really well for us, because we don't look at ads in a vacuum, right? Gefen: So you know, ACoS is great, but obviously this is TACoS Tuesday and taco of your sales, yes, and so when we're looking at total sales, something that we brought in and I know it's a little vague, but we really looked at the halo impact of ad strategies and how they impacted ranking, ranking and total sales, right. And so when we focused our ad strategy maybe on a cost per customer acquisition model, maybe on a taco's model, and we look to really prioritize, hey, where are we showing up, right? So if, if we're driving all this traffic and we have a 20% conversion rate, let's say, on this keyword, are we tracking, using a Helium 10? Of course, are we tracking that ranking properly? To say, hey, we started running these ads aggressively on August 1st and if we've been tracking ranking on that keyword for the last two months since going aggressive on that term, where are we ranking now and how has it changed? Gefen: And are there broader KPIs that we're measuring outside of just direct ad revenue? And that worked really well for us because we centered that around 10 poll events and this is a really big strategy of ours. That is incredibly complex, it takes a whole village to actually execute. But when we, when we focus our customer acquisition and ranking models around major times in the year so think Prime Day, think fall Prime Day, Black Friday, Cyber Monday, Holiday, and then, of course, if you're a one off brand, if you I don't know are ski related, then obviously your season is January to March. You know like there are differences, but really peak seasons. If you're able to focus your growth model around the times that are going to give you the most reward, then that worked really well for us last year and we expect to see a lot more of that this year, especially as we all expect people are going to be more deal oriented, the constant battle for margins. So the better ranks you are, the more organic sales you drive, the better your TACoS is. Carrie Miller: Yeah, so are you. Are you also maybe sending a lot of outside traffic for that ranking as well, or just utilizing? Can you tell us a little bit about that and what your strategy is there? That kind of goes in with what you were just talking about? Gefen: Yeah, absolutely so. One of the verticals that I oversee is paid search and social, and so that's going to be met in Google primarily. There's Pinterest, there's Reddit, there's now TikTok. That can drive back to Amazon as well. I think there's two buckets. I think you have the always on external strategy right, which is the constant drip of, say, a Facebook campaign that's driving, whatever the budget is $200 a day, $150 a day, whatever it is back to Amazon. We all know that Amazon is going to reward external conversion a little bit more. Also, the Amazon attribution program gives you a bit of a boost with getting up to 10% back usually around 5% to 7%, but up to 10% back on each sale, which is nice. And then you also get a boost in your actual ranking. The influencer programs that we've run specifically for 10 poll events again, to go back to that first point, those are the ones that have really kind of set themselves apart or set those brands apart, the ones that are willing to have very strategic and targeted strategies towards high return on investment periods. And so you have the always on, which is great, that is a constant, and we run that for many brands. And then we have a few brands, usually on the larger side, that are willing to invest some serious cash into some of the of Amazon programs that are just going to drive as much traffic as possible. Those are the ones that see big gains, and it's not necessarily that you have to hit a home run with one TikTok influencer. You can have 10, you can have 20, you can have 30 micro. That actually get you the same result potentially for cheaper. But you have less risk with putting all of your eggs into one basket, and so that external traffic has been really helpful. Carrie Miller: Yeah, I actually know some people in our elite group said that their ranking just organically just shot up just from their TikTok stuff that they were doing. They were focusing on certain keywords in their title and they just all the traffic from TikTok was really bad, yeah, and now there's actually a TikTok shop, so that's actually going to compete with Amazon. Gefen: We've actually launched multiple brands on TikTok shop. We're seeing phenomenal success with those. It doesn't necessarily directly translate to Amazon sales, but what we always say at Vendo and it's the approach we've taken that has been very successful for all of our brands is you can't separate your customers anymore, right, you can say that an Amazon customer is in its own bucket and they're never going to be a DTC customer, and vice versa. Yeah, every customer everywhere you're exposed is a form of advertising and you can't force a customer to buy in a certain place. So if you're available on TikTok shop and that's where they find you, maybe next time they're going to buy an Amazon, right? Or maybe they're going to buy your DTC. As long as you're looking at the business holistically and Amazon is a piece of that pie, or TikTok is a piece of that pie, then, and your business is growing, then you know that your efforts are pushing the whole business up. Carrie Miller: Yeah, I was saying that I think that a lot of people aren't necessarily comfortable yet purchasing on TikTok, so I think that's why a lot of people are just going to Amazon. They might be like, oh, I saw this on TikTok, but maybe it'll change eventually, because I think we're still seeing quite a bit of traffic on Amazon, even though TikTok is like not wanting anyone to do that. Have you seen that same thing? Gefen: Yeah, I can't remember what the exact term was. It was like I saw this on TikTok, or I found this on TikTok, or seen on TikTok, or something like that. Carrie Miller: Yeah, TikTok. Gefen: whatever the thing is, TikTok is game here, yeah it was one of the largest search terms a few months ago. And so, to your point, 100% right, yeah. And that is actually, I think, more proof to my previous point, which is, wherever they're seeing things, they're coming to other places, to their comfortable place to buy. And so if they're coming there and from an advertising perspective, we're showing up where we need to show up, then we're in a good place, right yeah, because then we're going to get that conversion and that you just you spent elsewhere. Maybe your customer acquisition was slightly higher, but you drove that conversion. Carrie Miller: Yeah. Gefen: And, at the end of the day, if you have a good product and your customers are loyal, then it's going to pay off in not even the long term. Carrie Miller: Do you see that a lot, because I know you do a lot of DSP too. Do you see that a lot with DSP, where you're kind of putting a lot into Amazon and maybe you don't necessarily see the exact conversion on Amazon, but then all of a sudden their website goes way up or kind of other platforms. Gefen: So a couple of points to that. So, when it comes to programmatic, there is there is native programmatic on Amazon, right so. And then there's also non-native programmatic, right, so we can use something like the trade desk that can kind of target any programmatic targeting across the entire internet. Basically, the latter, yes, right, so the latter we do see that kind of um, that kind of halo impact across either website, and you can, you can also measure that right. You can put in a pixel and you can actually, so you can also put in a pixel on the, on the um, on the Amazon DSP as well. So you can put a pixel on your website for Amazon DSP and even though traffic isn't necessarily driving to your website, it will still pick up if there are sales on your website or, at the very least, visits from that same campaign. And so the interconnectedness of this world is growing, where the advertising synergies are becoming a lot more um, a lot more intentional, and so you have to have the pixels on your DTC site, right. You have to be launching on TikTok, you have to be on Amazon, on Walmart, because if you're not measuring that, then you won't know if, if your sales are lifting across the board. And if they are lifting, then you don't know where you can take spend. Maybe you're bloated in one area and two lean in another and you can put those and so, uh, to your question, 100%. Um, we do see the halo impact from DSP with Amazon DSP specifically. I will say the biggest halo impact is actually in the performance of the PPC ads. Um, we usually tend to see, especially on our mid, mid to large size brands, um, when we launched DSP for them, their PPC ads tend to pick up in specifically in performance. So their, their ACOS tends to go down. Um, and that's probably because Amazon, as we all know, is a, uh, is a pay to pay platform, so they're just rewarding you with being further entrenched in their ecosystem. Carrie Miller: Yeah, that makes a lot of sense. I did have actually another question, um, kind of about just some newer things that are going on with Amazon. Have you started the using the, the TV ads and then also just the sponsored um ads that go to uh like things like Buzzfeed and um, I forgot what the it's called, I think it's uh Sponsored Product Ads but they go to publishers. Have you started using those? Gefen: So yeah, Sponsored TV. Carrie Miller: And then also they're sponsored ads that go to like Buzzfeed or yeah, yeah. Gefen: So two points. So, first off, Bradley's point. We actually don't use Paki for Amazon. We uh use them for Walmart. Uh, we actually use software for Amazon, besides Helium 10, of course. But as far as management software goes, uh, it's, it's all manual, um, um, but, and we can talk, we can have a whole 10 podcasts just on that. Yes, there's a ton there, but as it pertains to sponsor TV, so that's something that Amazon launched at uh, unboxed this past year, um, and the goal is to create similar to how sponsored display is like DSP light, sponsored TV is like STV or CTV light, right, so they want to bring the, the, the TV portion of programmatic, into a self-serve area. There's pros and cons. The pro is that there's no minimum, there's no barrier to entry. You can throw up a video and it gets blasted out towards a bunch of different publishers at a um at a uh, fairly, fairly decent rate. It's a little bit more expensive, obviously, because you're not able to put your max CPMs or anything like that. At the same time, you have no control. So, similar to sponsor display, um, you know, if you work with and uh with an um, with an agency like Vendo, uh, we don't have any minimums on our uh, on our uh, on our DSP self-serve seat, so we're able to uh to say, hey, you know, if you want to spend a thousand or 2000 or 3000, you can, you don't have to spend 20. Gefen: Um, and so my recommendation is, if you're a very small brand, you're starting out, definitely test out sponsored TV. Don't expect because they're usually non-engageable, or or, if they are engageable, um, the really the primary KPI and what they're optimized for internally is views. Um then, don't expect a strong row as treat that as a top of funnel approach. Yeah, at the same time, if you do have a little bit more budget and you want some more control, go into self-serve DSP. You're just going to get more. You can choose what your destinations are, what your publishers are, you can choose your audiences, you can choose your retargeting. You can't in sponsored TV too, but there's just a lot more control and so, similar to sponsored display, it's a great launching pad. But I wouldn't say, hey, if you're going to take 10 grand and throw it into there, take 10 grand and throw it in the DSP, you're going to see better results. Carrie Miller: Yeah, that's very good advice for everyone, as far as the DSP, Very good advice for everyone, especially for smaller brands, Cause usually it's all you know, it's harder because a lot of people are focused on big brands with kind of strategies and smaller brands is like I don't know if it's time to do even DSP or the sponsored TV. So that's good advice about the TV and there is no real, like right time. Gefen: I would just say hey, if you have some budget, if your ads are performing well, test it out. Bradley Sutton: You know, we test as much as we can, I mean if it works, amazing. Gefen: You know. If it doesn't, then we know it doesn't and maybe we'll test it out later on. But we can put that budget immediately into other areas. Carrie Miller: How long do you usually test it for DSP? Two or three months or? Gefen: Technically, DSP is a 14 day window before it's actually giving you proper data and usually DSP you'll know within a month. Carrie Miller: Okay, that's good to know too. Okay, so then we have Chris Shipperling said to your point about trust people also want to see the product ASAP and Amazon owns product operations. I bought a product from TikTok which is from Shipbob. I'll say no more as a customer. Gefen: Yes, you can technically fulfill with Amazon for TikTok shop. I don't have too many details on that, but I know it's possible. I don't know how much of that is being conveyed to the customer, and so that's a great point about trust from the. From the customer standpoint as a seller, it doesn't really take much more. I don't know the fees, I don't know what it kind of entails, but I know that I've heard that is possible. Carrie Miller: I it is possible and that's definitely a better. You basically connected to your Shopify site and then use the fulfillment by Amazon. But I I did purchase something on TikTok and it was literally shipped all the way from China. So I didn't know that was happening when I bought it. So that is kind of the that's going to kind of ruin some trust, I think, with people. So something to think about moving forward. Gefen: If you even talk about Temu here either, because that's a different ballgame. Carrie Miller: Yeah, that's another one. All right, and let's see, Chris Shipperling has something else. He says, which, which is why you always KPI individual platform metrics, but blended CAC is so important when you do have several activities running to drive traffic and conversion. Completely agree with what you were saying, so yeah, 100%. Gefen: We use a cat model for a ton of our brands. We track new to brand customers on Amazon very closely new and repeat as well, and we have we have a lifetime value graphs that we track over multiple years to see what the actual return is for our clients. Carrie Miller: Amazing, that's awesome. Okay, so, Michael, would love to hear your thoughts on how to organize Hold on sponsored product campaigns. Thank you, you lost your audio there multiple skews in a category, independent skews, not variant ASINs that share many keywords. When is it better to combine ASINs into an ad group and let Amazon pick the best for separating each SKU into its own ad group or campaign? Gefen: Thanks, it's a phenomenal question and this is where you're going to hear the variation in answers. You're going to hear shows that advertising still, to an extent, is a good amount of art versus science, because there are different opinions and I manage my own brands for Vendo as well, and I've actually done both in terms of separating out and then keeping them together. So a couple of different things. Number one there are always differing what's the word differing attributes to a product, right, whether it's a count, whether it's a size, whether it's a color, at the very least you can separate out by that. So, for instance, if you have TVs, right, you might have a smart TV. Right, so let's. But you could have a 45 inch, a 55 inch and a 65 inch smart TV. So, right off the bat, you can look at the search volume. For what is a 65 inch TV bring in in terms of search volume? Okay, that's, that's a separate campaign, right, 55 inch, separate campaign. Gefen: And then to your question, my recommendation and best practice is you can never rank and and equally grow all of your products, right, you have to have a hero item or a hero couple of items. So, for instance, let's say you go back to these TVs. You've got, I don't know, 10 sizes, 354555, whatever it is. Some of those are going to be best sellers, right? More people search for 55 inch and 65 inch versus 24 inch, so you know that those are the ones that have the highest potential and those are the ones that you're going to want to rank. So you might as well take those, and maybe take three of them, and put them into their own hero term campaign, so smart TV, tv, etc. And then that way you're focusing the majority of your ranking spend on the highest search volume terms towards the few that are actually going to generate that sales and performance. Gefen: And even within that, I mean usually think about it. I mean, how many brands do you see that have three products ranked on the top row? Right, it's usually one. And so at the end of the day, we are going to try and diversify our sales as much as possible, but at the same time, one product is going to win out. And so to the last part of your question, when it's better to combine a since into an ad group on Amazon, pick the best when it comes to your hero items. Let's say you've got three and that whole product line the three best selling colors, three best selling sizes, whatever it is, put those into their own ad group and then Amazon can choose. If you're again going back to smart TV, it's like, okay, someone's typing in smart TV, Amazon's going to eventually know whether or not someone typing in smart TV is more likely to buy 55 inch or 65 inch. And you'll be able to see the conversion rate, you'll be able to see the performance and you can say that's good, that's not good, etc. Carrie Miller: We'll go into kind of ad creatives like videos and stuff. How do you optimize those? Are you doing a lot of tests and split testing? What is your process for creatives And so when it comes to the best. ? Gefen: So, again, we have five ad verticals. Every vertical requires different size creatives. So we have a phenomenal team working on our creatives that can really customize to whatever it is that we want or need. A Facebook creative is going to be different from a DSP creative. It's going to be different from a, from a credo creative. But to backtrack for a sec, specifically on Amazon, specifically for something like sponsored brands because you're sponsored brand lifestyle imagery and sponsored brand video, right, those the two main creatives that you're going to be generating. And I will say, first and foremost well, first of all, by January 31, all of your product collection ads have to have a lifestyle image on them, if not, they're going to be paused. So that's a note to everybody that's selling you need to have a lifestyle image on your product and ads, if not, they're just not going to show up. That's by the end of this month, but I've found, from a video perspective, having a video versus not having a video gets you 80% of the way there. Of course, it needs to look like decent, right, but if you have any form of a decent video made by, made by a graphic designer or software, that's good enough to pass for you to be like okay, I'm fine with that. You're 70 to 80% of the way there. Obviously, that 20% for much larger brands matters. Gefen: So that's where you bring in different testing, right, and usually that's at the discretion of the brand's creatives, right? We're not a full creative agency. We have creative support, and so what we like to do is we like to take their direction and actually make the asset. So usually they have a marketing team that's going to bring us either static imagery or video imagery, and then we're going to scale that into, let's say, three different videos from that static imagery of just like slideshows or whatever, and then maybe we'll test out those three. Now Amazon's sponsor brand video has different ad groups that you can test out, which is awesome. So you can do like three different ad groups there and whatever ends up working. Basically, from a CVR standpoint conversion rates going to be your primary KPI there Then that's the one that you go with. Carrie Miller: All right, very good, we actually have something else from the audience. I sell yoga pants. Can I print my website on the product hang tag? Does it follow Amazon and Walmart terms of service? Gefen: I don't think it does. I don't think that you're allowed to drive any form of traffic to off Amazon. Don't fully quote me. I am not an expert in all of Amazon terms of service. I know the ad portion. But if you were to ask me my two cents, I would say if you're referencing your website anywhere on your product and Amazon catches you, it's probably against TOS. Carrie Miller: I do actually on mine, have on our packaging our website, because we use the same packaging for all different platforms and I know big brands also have their websites in there and they even have you know things where maybe it's not enforced. Yeah, I don't know if it's enforced as much, but I think it's if you kind of drive traffic to your website or you're kind of contacting people with their info. But it is kind of a gray area there. So yeah, that is a hard one. Gefen: Yeah, it's tough. I know that on any assets you have on Amazon you can't do that. We've even made videos where, like at the end, like we've just taken a video from their website and put it onto sponsor brand video and it was like at the end, like the last slide was like buyonx.com. Bradley Sutton: And it got taken down. Yeah, exactly. Gefen: It just depends. I mean there's a lot of gray area. My guess is that's against TOS. Also to your point, Carrie if a lot of people are doing it, maybe it's not really a police stuff that much. Carrie Miller: Yeah, I think. I think the kind of differentiator is are you trying to drive traffic away from Amazon, or you know? I think it's also when you think about big brands. I don't think they're all going to change their packaging just for Amazon? Gefen: I guess that's going to not yeah, yeah, so that's also a good point. Carrie Miller: It's not really. You know it's when you're like you've got an insert and you're like buy this on my side or you know something like that. That's kind of a difference, whereas if it's just on your packaging, I think it's, it should be fine. Gefen: Yeah, um, that's actually a good question. So, do do branded campaigns help in the organic rank of your product? It's yes and no. So when you're launching, 100% yes If you're launching a new product line inside your existing product catalog, um to leverage your branded campaigns is huge. Or, excuse me, your branded traffic with branded campaigns is huge because that's how you build your sales velocity quickly. Same time, if you are seeing that you know a majority of your spend is going towards branded um, then I would look at the CPCs and I would say you're probably not um helping out with ranking as much as you could be for non-branded terms. Remember, amazon will rank you based on how you perform on non-branded terms. If you don't drive traffic to non-branded terms, you can't convert against them. If you can't convert, then you can't rank. Yeah, good point. Carrie Miller: All right. Another question from Douda to Silva how do you harvest search term reports from a main keyword running as phase type, phrase type? That uh generate tons of variations of the main keywords. Those keywords are all different, with one clicks costing me a dollar. Gefen: Yep, that's some. That's probably arguably the largest source of waste it's been. Um is phrase terminology, phrase terms, phrase keywords that generate one click, $1, no conversion. You have a thousand of them, you spend $1,000 and you didn't get anything as a result. Um, switch it to exact, pause it out and then test out them in like groups of 15 or 20. It's more manual work. It kind of sucks. But if you take the thousand dollars you spent, let's say over a month, and then you um, you take 500 of that, so you save yourself 500 and you put it towards 30 keywords and you test and let's say you generate sales after driving 10 clicks on each, on five of them, and then you use those as ranking campaigns. That's how you're able to scale the business. You're going to spend that money anyway. You might as well go deep rather than shallow, all right. Sounds like he was. He was testing me. He said correct. Carrie Miller: Hmm, that's. That's an interesting test, all right. Gefen: I'm glad I passed. Carrie Miller: Yeah, yeah, you're definitely passing all these little tests here from people. Um, uh, just on a kind of an ending note um, are there any other kind of things you want to leave for people in 2024? Kind of final thoughts of you know what to look forward to, what, what people should be focused on, and uh, and yeah, just any final words of advice search volume trends. Gefen: We use Helium 10, I mean hourly, but daily, obviously uh to to look at where the search volume trends are in the space. And when I talk about 10 poll planning, when I talk about uh, uh, high, high traffic times, um, it's just the nature of the beast that you are going to perform better at certain times of the year. Um, you need to have a strategy that is able to address low demand and high demand to what you need your business to do, and so the more demand you're tracking, um, the better, uh, you're going to be able to prepare for that. And just a very simple equation or a simple example, excuse me, is um, if you know that last year you did phenomenal in December, um, then take the steps in October and November to make sure you're ready for that. And if that might mean taking or spending less in August and September, if you do have an annualized budget, then make sure you're looking at December in February, so you know that by the time August and September comes, you know what you need to do to prepare for that time of year. And so you, you know, we have, for almost every term, we have four, five, six years of data. At this point. You know what the best times of the year are. Obviously, things change every year, but we do know that, hey, if you're a holiday or a gift brand, prepare for that Right. And if you, if you are a brand some brands don't, but if you are a brand that has a hard dollar budget, make sure you don't get to December and you're out of money. Carrie Miller: Yeah, that's a good point. Something to point out too about the Helium 10 tools Cerebro. We have um. It has shows trending if of keywords trending up or if it's trending down. So you can constantly check the trends and how much, what percentage, they're trending up and down. But then you can also do historical keyword searches for 24 months in the past. So that'll really really help. You know, you can kind of see year over year in the last two years what happened. But then you can kind of project also moving forward based on kind of the difference there and track it that way. So definitely, you know that's a really good point. Is, you know, kind of projecting out and making sure you plan properly your budget in the right places, very good? Well, thank you so much for joining us on this episode of tACoS Tuesday. If somebody wants to reach out to you, how can they find you? Gefen: They can find me by my email, geffen at vendor commercecom. Yeah, would be happy to talk anything. Advertising, um, we, like I said before, we run ads. If you can run ads on it, we do. But we take a different approach and that we make sure that we are looking at your business holistically and we're not just spending to spend, we spend to grow and so, um and so, because we spend to grow, we might recommend different strategies and say, hey, you know, even if it hurts us, right, because we take a cut from that, even if it hurts us. Say, hey, you know, you shouldn't spend 100 can meta. Maybe let's look at these different avenues or save that money for later on. We want to make sure that we are going to provide the best service for you guys. Carrie Miller: That's amazing. Yeah, thanks so much. I love you guys. Want to reach out to Geffen or Vendo? You need somebody to help you with TikTok ads or Facebook or Amazon or Walmart Walmart especially. I get asked all the time about Walmart, and Vendo is definitely one of the uh the top uh players in the game for Walmart. Gefen: So one of the largest advertisers on Walmart. Um, I think we have one of, if not the most, brands on Walmart advertising and um, we've just seen so much growth there. Carrie Miller: And so, yeah, thanks again for joining and thank you everyone for your questions and for joining us live, and we will see you again on the next TACoS Tuesday, which will be next month, and we'll have a different guest. But thanks again, Gefen, for joining us. Gefen: Of course, see you later.
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