Podcasts about destaney

Are your Amazon ads “broken” or is it something else? In this episode, we share a simple audit that reveals what's really killing performance and the first fix that usually changes everything. Most sellers assume Amazon PPC is the problem when the real bottleneck is often the offer. In this episode, Carrie Miller and Destaney Wishon walk through a quick, repeatable way to diagnose what's actually holding growth back: bids, campaign structure, or your product detail page. The goal isn't “optimize everything.” It's to identify the one thing that's breaking performance and fix that first.   Destaney starts with Amazon Advertising's Brand Metrics Dashboard to compare your conversion rate and traffic vs your category. If your conversion rate is below the category median, PPC can drive clicks all day and still struggle—because you're paying for traffic your listing can't convert. She explains how category selection matters (sometimes you need to go broader to get better benchmarks) and why seasonality and market share shifts can fool you if you only look at your own numbers.   From there, the audit shifts into Amazon PPC fundamentals: avoid messy structures like mixed match types without a harvesting system, duplicative campaigns, and multiple ad groups that wreck budget control. The recommended approach is to use one campaign, one ad group, organized by strategy (traffic/rank vs. efficiency/profit). Then bid optimization becomes simpler: focus on the highest-spend targets first, make changes using the right attribution window (not hour-by-hour panic), and allocate budget intelligently—Sponsored Products as the core spend, with Sponsored Brands kept within a reasonable performance range. Stop guessing and start auditing. Hit play, run the same checklist on your account, and you'll know exactly what to fix first so your next Amazon PPC change actually moves the needle.   In episode 497 of the AM/PM Podcast, Carrie and Destaney discuss: 00:00  – Introduction 01:00 – Are Your Amazon Ads Broken (Or Is It The Wrong Fix?) 02:21 – Start Here: Amazon Advertising Brand Metrics Dashboard 03:00 – PPC Only Works If Your Listing Converts 04:04 – Conversion Rate vs Category Median 05:22 – Traffic Opportunity: Detail Page Views vs Category 08:36 – Category Median vs Category Top 10:37 – Red Flag: Mixed Match Types Without Keyword Harvesting 13:28 – Structure Fix: One Campaign, One Ad Group  14:52 – Bid Optimization: The 80/20 Method 25:22 – How Often To Adjust Your Amazon PPC  28:17 – Budget Split: Sponsored Products vs Sponsored Brands 32:01 – Branded vs Non-Branded Budget

Ads inside AI are no longer hypothetical.In this episode, Destaney and Kiri Masters unpack what OpenAI's ad announcements mean for retail media, discovery, and the future of advertising. From Amazon and Walmart to brands navigating uncertainty, this conversation explores why context may matter more than clicks in the next phase of retail media. Connect with Kiri on Linkedin: linkedin.com/in/kiri-mastersConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What does it really take to go from Amazon success to physical retail shelves?In this episode, Destaney is joined by TJ Hyland, VP of Sales at Rhino USA, to break down Rhino's journey from marketplace growth to nationwide Walmart distribution. They discuss why social media (especially TikTok) plays a critical role in driving in-store sales, how to think about omnichannel attribution, and the biggest mistakes brands make when trying to scale too fast. Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishonConnect with TJ on Linkedin: linkedin.com/in/tj-hyland-31b69940See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Destaney sits down with Laura Pattison, BTR Media's new VP of Retail Media, to break down what's changing across Amazon, Walmart, TikTok Shop, and beyond and what it takes to build a retail media strategy that actually scales.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Learn how to take back control of your Amazon PPC, fix costly agency mistakes, and use rules-based ads plus new Sponsored Products video formats to scale profitably on Amazon.   In this episode of the AM/PM Podcast, Bradley dives into one of the biggest pitfalls he sees Amazon sellers fall into: handing their PPC over to an agency before they truly understand how advertising works. That loss of control doesn't just cost money; it keeps you in the dark on whether your campaigns are actually growing your brand or quietly draining profits in the background.   To prove it, he spotlights a real case study from the new Helium 10 Outsourced to Optimized series. Helium 10's own Carrie Miller and Destaney Wishon from BetterAMS walk through what happened when they opened Carrie's account: profitable campaigns randomly shut off, creatives that didn't match search intent, and VCPM display campaigns that looked like rock stars in the dashboard but weren't driving incremental sales. From there, they rebuild the entire strategy on the fundamentals: a clean campaign structure, SKUs grouped intelligently, 10-30 targets per campaign, and rules-based bid management tied to real business objectives, such as organic rank, BSR, and strict ACoS targets.   Throughout the conversation, you'll see how a self-described “non-PPC person” can learn to manage sophisticated Amazon ads with the help of Helium 10 Ads and their Ads Academy training. Destaney shows Carrie how to utilize bid rules, keyword harvesting, negative targeting, and Amazon's newer tools, such as Creative Studio and Sponsored Products video ads, without turning PPC into a full-time job. They also break down off-season strategies, what to fix when you're getting impressions but no conversions, and how much of your revenue should realistically flow back into ads. The big takeaway: whether you keep an agency, lean on software, or run everything yourself, you need to understand the basics of Amazon PPC so you can keep partners accountable and finally take back control of your Amazon advertising.   In episode 479 of the AM/PM Podcast, Bradley, Carrie, and Destaney discuss: 00:00 – Introduction 05:48 – Carrie's Amazon PPC Agency Issues 07:19 – Carrie Learns PPC From Scratch 10:23 – Rules-Based Bidding With Helium 10 Ads 14:24 – When To Automate Your Amazon Ads 18:11 – Scalable Campaign Structure For Sellers 23:16 – Single-Keyword Campaigns & Dayparting 28:36 – Keyword-Specific Creatives & Creative Studio 30:54 – Off-Season Strategy & Fixing Conversions 33:08 – Sponsored Product Video Ads Launch 36:00 – Scaling Benchmarks & Ad Spend Targets 40:09 – Final PPC Lessons & Next Step

A candid 2025 recap with Destaney and Alex on what it actually took to scale BTR, from investing in A-players and internal tech to protecting culture in a fast-moving industry. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, discover Amazon's newest AI creative tools for PPC, including Creative Agent and Sponsored Products Video, and learn how sellers can generate high-quality ads faster than ever. ► Watch The Podcasts On Youtube: https://www.youtube.com/@Helium10SeriousSellersPodcast?sub_confirmation=1 ► 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 In this episode, recorded live at Amazon Unboxed in Nashville, Bradley sits down with Jenny Liu, one of the Amazon Ads' product managers behind the latest wave of AI-powered creative tools. Jenny's team builds the systems that are transforming how Amazon sellers create videos, images, and ad assets across Sponsored Products, Sponsored Brands, and Sponsored Display. If you've heard about Amazon Advertising's new Creative Agent and wondered how it actually works, this episode gives you the insider perspective. Jenny walks us through the evolution of Amazon's creative ecosystem: from early one-click image generators to today's full conversational, agentic workflows that let sellers input nothing more than an ASIN, a simple goal, and a rough idea. The agent then learns your intent, pulls from your product detail page, and automatically generates polished videos, lifestyle imagery, and ad-ready creative concepts. Whether you're not “graphically inclined” or you're a creative pro trying to scale variations and testing, these tools are designed to unlock high-quality output for all skill levels. Bradley and Jenny also dive into real-world applications, how custom creatives now influence performance, what makes shoppers stop scrolling, and why strong visuals matter even in Sponsored Products. Jenny explains why Amazon's creative philosophy is shifting toward storytelling, brand authenticity, and giving sellers more flexibility to express what makes their product unique. As she puts it, AI is not here to replace the marketer; it's here to take away the manual work so sellers can focus on what message they want their brand to communicate. To wrap up the episode, Bradley is joined briefly by longtime SSP guest Destaney Wishon, who shares her two biggest takeaways from Unboxed: the scale-changing impact of Creative Agent and the rollout of Sponsored Products Video placements. In episode 724 of the Serious Sellers Podcast, Bradley and Jenny discuss: 01:40 – Meet Jenny Liu 03:20 – The Evolution of Amazon Ad Creatives 06:00 – Why Creative Matters More Than Ever in PPC 08:10 – Introducing Creative Agent: Amazon's New AI Creative Partner 11:10 – What Inputs Creative Agent Uses (and Why You Don't Need Prompting Skills) 15:00 – Real Use Case: Creative Ideas for Bradley's Brand 24:00 – Jenny's Core Message: These Tools Are Free, Simple, and Ready to Use 27:30 – Destaney's Take: Her Top 2 Favorite Announcements From Unboxed Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don't forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast. Get snippets from all episodes by following us on Instagram at @SeriousSellersPodcast Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started: Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business. Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say. Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation. SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.  

Destaney talks with Gibby, BTR Media's Head of DSP, to break down how he uses AMC, DSP, and AI tools like ChatGPT to build custom reports and audiences that actually prove incremental value. Gibby shares how he went from zero coding experience to writing SQL for AMC, how to turn black box data into actionable insights, and why strong prompts and strategy matter more than ever in Amazon Ads.Connect with Gibby on Linkedin: linkedin.com/in/gibby-h-2132b71a4Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Amazon unBoxed 2025 delivered some of the biggest shifts we have seen in retail media. In this episode, Destaney and Gabi break down the announcements that matter most from Creative Studio updates to Rufus search behavior to the rise of natural language tools inside Ad Console. #amazonads #retailmedia #amazonadvertising #aiinmarketing #creative #unboxed #rmnews Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishon Connect with Gabi on Linkedin: linkedin.com/in/gabriellaviljoenSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

From LeBron to TikTok, awareness is officially performance. Destaney and Justin share how Hyperice, Natrol, and Lucky Energy use creative campaigns and full-funnel strategy to turn brand buzz into real Amazon growth. Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishon Connect with Justin on Linkedin: linkedin.com/in/justinnuckols See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

New interactive modules, quizzes, and video tools are changing how customers shop on Amazon. Destaney and Day Tomko explain what's live now, what's coming next, and how to get first mover advantage before everyone else catches on.Connect with Day on Linkedin: linkedin.com/in/day-tomko-26916864Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, let's learn how to master Amazon Marketing Cloud (AMC) and discover how to connect, set up, and manage AMC ads to improve targeting, boost conversions, and scale your Amazon sales.

What makes a Walmart shopper different from a Target shopper? And why does it matter for your ad dollars? Destaney and Nick unpack how audiences behave differently across retail media networks–and how brands can align their goals with the right channels instead of spreading themselves too thin.Connect with Nick on Linkedin: linkedin.com/in/n-amosConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This isn't just another AI launch. Destaney and David Meers break down Creative Studio's new agentic experience, a major step toward fully intelligent creative production. From generating entire storyboards from a single ASIN to instantly remixing your content by audience or season, they explore how advertisers can move from idea to asset to iteration in record time. Think of it as your new creative coworker, faster, smarter, and ready to ship professional-grade videos at scale.Connect with David on Linkedin: linkedin.com/in/meersdConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishonCheck out Creative Studio: https://aistudio.amazon.com/ See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What do you do when your ROAS starts looking great, but your growth stalls?Preston Rutherford, co-founder of Chubbies and founder of Marathon, joins Destaney to talk about one of the biggest challenges performance marketers face: knowing when it's time to shift from pure demand capture to true demand creation.In this episode, Preston shares the real story behind how Chubbies scaled, where ROAS started to break down, and why building a brand that people remember is more important than ever, especially in a world where AI, Amazon, and TikTok are changing how people discover and decide.We cover:Why ROAS became a crutch (and how to break the addiction)How to think like a CFO without losing creative soulBrand search volume, incrementality, and blended CACThe role of shortcuts in AI-driven discoveryWhy great creative wins in a commoditized worldPreston's playbook for brands ready to scale sustainablyLearn more about: Chubbies - https://www.chubbiesshorts.comMarathon Data - https://www.marathondataco.com/BTR Media - www.btrmedia.comConnect with Preston - https://www.linkedin.com/in/prestonr/Connect with Destaney - https://www.linkedin.com/in/destaney-wishon/Listen to all episodes: btrmedia.com/resources/podcastSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Scaling a big brand on Amazon doesn't always come down to budget, especially when you're managing 13,000+ ASINs in a category like apparel. In this episode, Destaney and Cal Kildow break down what's actually working for Lacoste right now, and how they're making smart, strategic moves without overcomplicating it.In this episode:How we prioritized 13,000 ASINs with limited budgetThe role Sponsored Brand video and product collections play in apparelWhy branded spend went down but branded search went upHow seasonal campaigns (like Father's Day) were built and scaledConquesting strategies using competitor search termsWhen we lean on creative assets vs Amazon's AI toolsWhat brand metrics + Nexus helped us uncoverConnect with Cal on Linkedin: linkedin.com/in/cal-kildow-597b81220Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Amazon just announced a major update to Creative Studio at Accelerate, giving advertisers an agentic creative partner that can concept, storyboard, and produce images and video from start to finish. Destaney, Joe, and Jennyfer break down how the new features work, what this means for brands of every size, and why relevance and speed to market are becoming the biggest competitive advantages on Amazon.Learn more about Creative Studio: https://aistudio.amazon.com/Connect with Joe on Linkedin: https://www.linkedin.com/in/joeshelerud/ Connect with Jennyfer on Linkedin: linkedin.com/in/jennyfergouneConnect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI or rules, what really wins in Amazon PPC? Uncover the truth about Amazon ads automation, smarter bidding, and scaling Amazon strategies sellers need to know today. ► 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 Curious about how AI and Rules can revolutionize your Amazon advertising strategy? Imagine harnessing the power of emerging AI tools to supercharge your PPC campaigns and keep your brand ahead of the competition. Join us as Destaney Wishon shares her expertise on striking the perfect balance between AI, automation, and rule-based approaches to unlock the full potential of your Amazon advertising efforts. Our conversation takes an insightful turn as we explore the complexities of managing advertising campaigns for brands with intricate SKU lines and varied objectives. Destaney unpacks the nuances of using AI and rules-based systems, revealing how to leverage these tools without losing sight of your brand's unique insights and goals. We get into the importance of contextual understanding when evaluating key metrics like ACoS, ensuring that your strategies align with your specific product types and campaign goals. Plus, uncover the trade-offs between automation and manual control, and learn how agencies can enhance operational efficiency while maintaining that all-important personal touch. But that's not all. We offer a comprehensive guide to optimizing your advertising strategies with Amazon Marketing Cloud (AMC) and audience targeting techniques. You'll learn how to use Helium 10 Ads to set up AMC instances and discover practical tips for building profitable audience segments. From increasing your Return on Advertising Spend (ROAS) to avoiding campaign cannibalization, we equip you with the tools and insights necessary to thrive in a competitive Amazon marketplace. To top it off, we invite you to subscribe to the Serious Sellers Podcast's new YouTube channel for a chance to win a one-on-one session with either Carrie, Bradley, or Shivali, offering personal insights and a unique opportunity to enhance your advertising game. In episode 701 of the Serious Sellers Podcast, Carrie and Destaney discuss: 00:59 - AI vs Automation in Amazon Advertising 06:47 - Optimizing AI for Different Goals  09:30 - Advanced Strategies for Amazon Advertising 10:14 - Interpreting ACoS for Amazon PPC Success  15:53 - AI vs. Keyword Harvesting in Marketing 18:38 - Importance of Video in Amazon Advertising 22:37 - Strategies for Amazon Ad Console 31:23 - Optimizing PPC Campaigns for Improved ROAS 34:24 - Engagement Incentives for Video Viewers

Amazon has given brands a serious upgrade when it comes to ad tools and data. But turning that access into strategy takes more than dashboards.In this episode, Destaney and Joe Shelerud, CEO and Co-Founder of AdAdvance break down how to use AMC to better understand customer behavior, justify budgets, and connect upper and lower funnel efforts. They cover the shift toward audience-first creative, how to avoid siloed campaign thinking, and how to scale insights without getting overwhelmed.Key Topics Covered:How Amazon is democratizing insights and creative tools for both small and enterprise brandsThe real value of AMC and not just for data, but for actionPath to purchase, time to conversion, and ad type overlap to guide your decisionsBuilding audience-first strategies with AMC Audiences, even within Sponsored AdsThe risk of viewing ad types in silos (and how to connect the funnel)A layered approach: starting with foundations, then building up through audience, analytics, and finally custom queriesFrameworks for helping brands prioritize what to do next, not just chase new featuresDestaney and Joe's complementary POVs: analytics vs actionability, data vs gutConnect with Joe on Linkedin: linkedin.com/in/cal-kildow-597b81220Connect with Destaney on Linkedin: linkedin.com/in/destaney-wishonSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Growth isn't one-size-fits-all. Destaney and Jess Jackson, BTR's Head of Growth, unpack what they're seeing in audits today: over-indexed branded spend, leadership misalignment, and a dangerous focus on ROAS over revenue. They share the exact shifts that turn stagnant brands into category leaders, why AMC and DSP matter now more than ever, and how a customized, full-funnel approach is the only path to real, sustainable growth.Connect with Jess on Linkedinlinkedin.com/in/jess-jackson-9a8370119Connect with Destaney on Linkedinlinkedin.com/in/destaney-wishonLearn more about BTR Mediawww.btrmedia.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What happens when you take one of the most disruptive CPG brands in the world and try to translate that momentum into Amazon?In this episode, Destaney sits down with Natalie Cotter, former Liquid Death marketer and current advisor to early-stage CPG brands, to talk about what it really takes to build a brand that drives demand. And we're not just talking ROAS here.They cover everything from the Ice Tea launch that sold out in 48 hours, to why some of today's influencer-led brands are missing the mark, to the not-so-glamorous side of scaling on Amazon (ops, inventory, and org-wide alignment).Connect with Nataliehttps://www.linkedin.com/in/nataliekcotter/Connect with Destaney https://www.linkedin.com/in/destaney-wishon/Learn more about BTR Media www.btrmedia.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most people still think Amazon DSP is just for retargeting. It's not. In this episode, Destaney brings on one of our own DSP Specialists, Alyssa Guzman to cover how we are using Amazon DSP to create demand, not just capture it.What does full-funnel DSP actually looks like today, STV, OLV, prospecting layers, AMC audiences, and everything in between. And they get honest about what's working, what's not, and how to avoid the trap of chasing perfect ROAS without moving real revenue.They Cover:Why prospecting matters way more than most brands thinkThe common DSP mistake that kills growthHow BTR makes AMC audiences actually scalableWhat retail expansion looks like (and why clients trust BTR to lead it)Connect with Alyssa https://www.linkedin.com/in/alyssa-guzman-280629161/Connect with Destaney https://www.linkedin.com/in/destaney-wishon/Learn more about BTR Mediawww.btrmedia.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, discover how to access Amazon Marketing Cloud, create custom audiences, and launch high-impact ad campaigns using AMC's powerful data tools. ► 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 Unlock the potential of your Amazon advertising with insights from expert Destaney Wishon. Discover how the Amazon Marketing Cloud (AMC) is revolutionizing the way sellers approach their strategies by shifting from traditional keyword-based ads to advanced audience demographic models. By tapping into AMC's rich customer data, sellers can align their ads more closely with audience needs, leading to increased conversion rates, reduced costs, and enhanced profitability in an ever-competitive marketplace. Explore the art of balancing audience targeting with bidding strategies to maximize the impact of your advertising campaigns. While targeting specific audiences offers unmatched precision, it's crucial to avoid overly narrow strategies that may limit your reach. Learn the advantages of aiming for the Top of Search placements, where higher CPCs can translate to greater visibility and conversion rates. We'll also dive into techniques for calculating bid boosts and setting base bids that drive optimal results, leveraging Amazon's proprietary audience data to elevate both ad revenue and product sales. Finally, we discuss the strategic use of high-traffic search terms to enhance organic rankings, especially for premium brands. By targeting audiences who have interacted with your brand through channels like TV ads or registries, you can significantly boost conversion rates. With tools like Helium 10 Ads, sellers can customize their AMC instances for more precise audience targeting, leveraging exact match campaigns and keyword harvesting for greater accuracy. Whether you're a seasoned Amazon seller or a beginner, our conversation provides hands-on tips and strategies to help you navigate the intricate world of Amazon PPC with confidence and creativity. In episode 687 of the Serious Sellers Podcast, Carrie and Destaney discuss: 00:00 - Unlocking Amazon Marketing Cloud (AMC) for Sellers 07:14 - Amazon Advertising Audience Targeting Options 10:53 - Optimizing Amazon Marketing Cloud Audiences 15:40 - Optimizing Amazon Ads for High-Traffic Terms 16:15 - Leveraging Amazon Marketing Cloud Audiences 18:42 - Targeted Advertising Strategies for Brands 23:04 - Creating Audiences for Amazon Ad Console 24:51 - Optimizing Amazon Advertising Audience Targeting Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don't forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast. Get snippets from all episodes by following us on Instagram at @SeriousSellersPodcast Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started: Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business. Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say. Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation. SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.      

What does it actually take to scale AMC, operationalize SQP, and build a reporting stack that helps you make better decisions, not just gather more data?In this episode, Destaney sits down with Dustin Wassner, Head of Product at BTR, to unpack how he has turned some of the clean room chaos into category-level clarity.They cover:The truth behind AMC adoption (and why most brands still can't access it)SQP's biggest limitations and how we make it actionable anywayThe system Dustin has built to apply AMC audiences at scaleHow dashboard design and funnel tagging unlock better decisionsWhat LTV, CAC, and conversion lag actually look like in the real worldConnect with Destaney https://www.linkedin.com/in/destaney-wishon/Connect with Dustin https://www.linkedin.com/in/dustin-wassner/Learn more about BTR Mediawww.btrmedia.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Recorded live at Cannes Lions, this episode brings together three people who know what they're doing in the Amazon space - Destaney Wishon (BTR Media), Jeffrey Cohen (Amazon Ads), and Gabi Viljoen (Nestlé Health Science).What does real brand building on Amazon look like in 2025?They cover:Why obsessing over your customer matters more than chasing ROASHow AMC is helping brands become more preciseThe role of entry points, lifetime value, and playbooks that actually evolveWhy creative is no longer optional and how AI is making it scalableWhat modern full funnel strategy really means Connect with Gabi on LinkedIn https://www.linkedin.com/in/gabriellaviljoen/Connect with Jeff on LinkedIn https://www.linkedin.com/in/jeffreycohen/Connect with Destaney on LinkedInhttps://www.linkedin.com/in/destaney-wishon/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Destaney joins Jay Richman (VP, Product & Technology) from the Amazon team covering how AI is reshaping creative, what's changed with Creative Studio, and what's coming next. This isn't the same tool it was a year ago and the updates keep coming.Covered in this episode:Why video is the next big frontier for Amazon adsHow AI is making creative faster, cheaper, and more accessibleThe real reason your product detail page impacts your AI-generated adsWhy “progress over perfection” is key hereHow AI could level the playing field for small brands and help big brands scaleConnect with Jay Richman Connect with Destaney Learn more about Creative Studio See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

On this TACoS Tuesday episode, Destaney Wishon shares expert Prime Day tips to help you target smarter, bid stronger, and maximize your ad spend during Amazon's biggest sales event. ► 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 your Amazon Prime Day PPC strategy could skyrocket your sales like never before? Join us for an enlightening TACoS Tuesday session with Destaney Wishon, CEO of btr media, as she unveils the secrets to making the most of this bustling shopping event. As Prime Day continues to gain traction akin to a national holiday, Destaney shares unique insights into consumer behavior, comparing it with other major shopping events such as Black Friday. Tune in to understand how deal-seeking tendencies and burgeoning search intentions can be your golden ticket to optimizing ad performance and capturing a broad audience. Together, we dissect the art and science of Amazon PPC campaigns. Destaney takes us through the intricacies of advanced keyword targeting, emphasizing the power of long-tail keywords that drive higher conversion rates due to their specific search intent. Discover how diversifying your approach with various match types can set you apart from the competition, enhancing both impressions and bid management. Avoid common pitfalls by learning the importance of not over-relying on core terms, and instead, optimize your campaigns through comprehensive keyword research. It's time to rethink your strategy and master the tools at your disposal to enhance your brand's visibility. For those looking to maximize advertising efficiency during high-traffic times like Prime Day, this episode serves as your roadmap. Destaney explains the benefits of both automatic and manual targeting, offering tips for effective campaign management using tools like Helium 10 Ads. From search term report analysis to strategic budget management, you'll gain actionable insights to refine your approach. Whether you're a seasoned seller or just starting out, this conversation is packed with expert advice to ensure your Amazon advertising strategy is primed for success. In episode 676 of the Serious Sellers Podcast, Shivali and Destaney discuss: 00:00 - Maximizing Amazon Ads for Prime Day 03:34 - Prime Day's Impact on Amazon Customers 06:22 - Advanced Amazon PPC Keyword Targeting 09:18 - Customer Intent and Long Tail Keywords 12:08 - Maximizing Amazon Advertising Efficiency and Performance 19:11 - Amazon Search Query Performance Data 20:10 - Optimizing Amazon Advertising for Prime 22:49 - Optimizing Advertising for Prime Day 27:36 - Amazon PPC Strategy for Prime Day 27:58 - Advanced Prime Day Campaign Strategy 30:18 - Advanced Audience Targeting and Rule-Based Bidding 32:06 - Amazon Prime Day Advertising Strategies 35:25 - Customizing Budgets for Prime Wee

In this episode, Destaney sits down with Adam Mellott, a key player at BTR Media who helps some of the most complex brands keep their ad accounts organized and running strong. Adam works closely with brands that have thousands of products, and he's known for making sense of messy catalogs and turning them into a system and strategy that works.Throughout the episode you'll hear them cover how to clean up messy ad accounts, how to name your campaigns so they're easy to manage, and how to make better use of your ad budget. Adam also shares real stories from brands selling everything from sports gear to phone accessories.What's Covered?:

This is episode one of our "Four Pillars of Amazon" Mini-Series, hosted by Destaney Wishon and Gabi Viljoen, MBA.A main topic throughout this episode is Amazon's growth from “The Everything Store” to “The Everyday Store”. With both of them having long term experience working with Amazon, they discuss the multiple shifts that shaped Amazon's commitment to better consumer experiences, the impact of post-COVID shopping behaviors, the importance of optimizing your digital shelf and leveraging reviews, and what strategies are the most effective for managing assortment, pricing, and SKU differentiation. Focus of This Episode:Amazon's shift towards targeted, everyday consumer experiencesImpact of post-COVID consumer shopping behaviors on online retailImportance of optimizing your digital shelf and leveraging reviewsEffective strategies for managing assortment, pricing, and SKU differentiationConnect 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.

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.

In episode three of our mini-series, Destaney and Gabi welcome Dayexi Tomko to join them. In this episode, they're covering brand building and creative opportunities on Amazon and how the platform's transformations have changed consumer interactions and brand storytelling. They discuss the critical shifts in Amazon's creative landscape, including the growing importance of optimized main images, engaging carousel content, and strategic use of premium features like brand stores and enhanced A+ content.Focus of This Episode:Understanding Amazon's evolution in creative brand-building opportunities.Insights into optimizing main images and PDP content to capture consumer attention.Strategies for leveraging brand stores and premium content for the best impact.Tips for navigating Amazon's innovative modules, including quizzes and branded recipes.Exploring the role of AI tools (like Creative Studio AI and Rufus) in streamlining creative production and optimization.Connect with Destaney on LinkedInhttps://www.linkedin.com/in/destaney-wishon/ Connect with Gabi on LinkedInhttps://www.linkedin.com/in/gabriellaviljoen/ Connect with Dayexi Tomko on LinkedInhttps://www.linkedin.com/in/dayexi-tomko-26916864/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Destaney and Gabi welcome Rob Hahn, COO of Pattern, for the final episode of The Four Pillars of Amazon mini-series! They're covering the important yet challenging world of Amazon operations, supply chain difficulties, and the growing changes Amazon has experienced over the years. Rob shares his great background from early days at Amazon to pivotal roles at Whitebox and Pattern, highlighting critical strategies for brands to effectively navigate Amazon's dynamic operational landscape.Focus of This Episode:Insights on the evolution and increasing complexity of Amazon's supply chain.Advice on managing inventory, regionalization, and reducing logistics costs.Strategies for maintaining competitive edge through efficient operational practices.Real-world examples demonstrating successful supply chain management.Connect with Rob Hahn on LinkedInhttps://www.linkedin.com/in/rob-hahn-12136736/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.

After five years with BTR Media, COO Alex Amos appears on his first podcast episode! Jeff Cohen, Amazon Ads Tech Evangelist, credits Alex as the "silent assassin" behind BTR Media, recognizing his influential role in the company's growth. Alex and Destaney break down how geo-targeting works with Walmart's display ads and why it's important to align audience targeting with business goals. Their conversation covers how brands are adjusting to new opportunities across various retail media platforms by focusing on case studies involving Instacart and Walmart. Alex shares the challenges of managing advertising on these platforms, sharing unique examples like the marketing strategies for the mandarin orange brand, Cuties.Major takeaways from this episode:Understanding the strategic importance of selecting the right retail media networks based on brand alignment and operational capabilities.Highlights the benefits of leveraging retail media networks' unique features, such as Walmart's item set-level advertising and geo-targeting.Emphasis on the role of detailed audience segmentation and creative optimization in driving successful advertising campaigns.Revealing new opportunities with brands using insights into how Instacart and Walmart advertising can drive significant lift in both online and in-store sales.The importance of using comprehensive retail media network data to inform strategy and optimize advertising spend effectively.Connect with Alex on LinkedInConnect with Destaney on LinkedInLearn more about BTR Media & our capabilitiesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What impact has video had on the advertising landscape? In this episode, Emery Robbins is back to explore how video has emerged as a fundamental tool for brand engagement and customer conversion. She and Destaney cover various creative formats, from Sponsored Brand Videos to Streaming TV ads, and explain the value it brings to building brand awareness and driving sales. Emery shares her reasoning as to why brands must tailor their video content to where a customer is in their buying journey, and how to leverage Amazon Marketing Cloud insights to track the effectiveness of their video campaigns. If you're looking for a comprehensive guide on scaling video content, aligning creative with demographic targeting, and embracing the opportunities AI has to offer, this episode is for you! Some key points from their discussion:Video is no longer just a supplementary advertising tool; it's a cornerstone for engaging customers and building brand loyalty.Advertisers need to focus on creating demand at the top of the funnel through engaging, informative video content rather than solely relying on bottom-funnel searches.Brands should tailor video content to specific search terms and audience types to maximize conversion rates and customer interaction.By combining video with other ad types and detailed audience targeting, brands can significantly enhance the customer journey and achieve higher returns.As AI continues to evolve, it will play a crucial role in operational scalability, allowing for more dynamic and personalized video content creation.Connect with Emery on LinkedInConnect with Destaney on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Learn how leveraging Amazon's Search Query Performance data and strategic split testing can drive more sales and potentially earn you thousands in additional revenue. ► 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 a slight tweak could skyrocket your Amazon sales? Join us as we unpack the transformative potential of Amazon's Search Query Performance data with our special guest, Destaney Wishon of BTRmedia. Together, we shed light on the often-overlooked metrics like conversion and click-through rates (CTR) that can dramatically boost revenue when optimized. Picture this: a mere 4% increase in conversion rate translates into an additional $1,200 in sales for a $30 product. These insights are as vital as traditional PPC, keyword research, and AI advancements in scaling your Amazon-selling success. Ever wondered how powerful your product images can be in driving sales? We dissect a fascinating case study on a hemp pain cream to reveal how various images impact click rates. By leveraging tools like Helium 10 Audience, powered by PickFu, we gather audience feedback and discuss the importance of regularly updating images to cater to the preferences of specific customer segments. The results highlight the critical role of understanding your target audience and tailoring product presentations to meet their needs for improved market performance. Unlock the secrets of optimizing your product's visibility with search query analysis, even if you don't have access to advanced tools like Helium 10's Search Query Analyzer tool. We guide you through using Amazon's Seller Central to access valuable sales data and discuss strategic optimization of keywords and conversion rates. A real-life example illustrates how focusing on specific keywords, such as "CBD roll on," and boosting ad placements can increase sales. By understanding the relationship between organic rankings and ads, you can make informed decisions that enhance your product's profitability. In episode 660 of the Serious Sellers Podcast, Bradley and Destaney discuss: 00:00 - Leveraging Amazon Data for Sales Growth 00:29 - Amazon Search Query Performance Strategy 06:45 - Optimizing Amazon Images for Increased Sales 08:01 - Impact of Listing Images on Conversion Rate 11:26 - Search Query Performance and Product Optimization 11:50 - Analyzing Amazon Data for Optimization 15:06 - Helium 10 Search Query Analyzer Tool 19:55 - Amazon Search Data Insights 23:19 - Maximizing Amazon Search Query Data 25:00 - Search Grid Performances 30:14 - Keyword Rankings and Sales Optimization 33:03 - Improving Sales Through Search Query Analysis 35:40 - The Power of Organic Ranking 38:51 - Enhancing Product Images for Sales

How do you successfully build a purpose-driven brand on Amazon? Meet Kate Bray: CEO and founder of REBRelief, a brand offering a specialized heating pad for period pain. Live from the Prosper Show, Destaney sits down with Kate to discuss how this product was born from a niche demand identified on Amazon, and her strategic use of Amazon's tools for brand discovery and audience engagement. They further explore how a data-driven approach, supported by user-generated content (UGC) and influencer partnerships, has propelled REBRelief into the spotlight and garnered attention from high-profile figures. Kate also shares her strategies to navigate challenges in inventory management, advertising, and audience targeting."Anyone has the opportunity to succeed–it's having the confidence to do it and figure it out along the way." - Destaney WishonSome of their main points:Utilizing Amazon's search rank tools and Creator Connections can transform product launches by enhancing visibility and optimizing audience targeting.Emphasize the importance of differentiating advertising content based on customer readiness, especially with video content across various platforms.Engaging with and learning from supportive communities, particularly within niche markets, can provide instrumental help and opportunities.Managing logistics and inventory presents significant challenges as a solo entrepreneur, but is crucial for sustained growth.Connect with Kate on LinkedInLearn more about REB ReliefConnect with Destaney on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Ready to launch your Amazon product? In this episode, we discuss the essentials of optimizing your listings and the best ad strategies for driving more sales immediately. ► 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 Join us in our monthly TACoS Tuesday episode, as we explore the essentials of launching Amazon products, featuring expert insights from Destaney Wishon. We start by discussing how to make your product retail-ready, emphasizing the importance of indexing your listing for the right keywords to drive sales. From match types and targeting to effective keyword research methods often overlooked by sellers, we cover fundamental Amazon advertising strategies for 2025. With Destaney's extensive expertise in Amazon PPC and Bradley Sutton's experience launching over 600 products, they provide valuable guidance for both new and seasoned Amazon sellers. Listen in as they navigate the ever-changing landscape of Amazon advertising. They recount the evolution of strategies from two-step URLs and giveaways to modern methods that are currently non-compliant with Amazon's TOS. By sharing Bradley's recent success story of achieving top keyword rankings within three weeks, they provide practical insights into adapting to market dynamics while leveraging core strategies for sustained success. They also focused on optimizing keywords for seasonal products, using mason jars as an example to illustrate the need for specificity in targeting audiences and identifying seasonal trends and opportunity keywords. Finally, let's tackle the art of optimizing Amazon PPC strategies, focusing on understanding customer feedback and incorporating emotional touchpoints into product listings. They discuss bid management strategies, the importance of balancing profitability and scalability, and how successful bidding can enhance organic ranking. Additionally, they cover the significance of tailoring marketing strategies to fit specific product niches and maintaining brand loyalty amidst the shift from organic to paid search on Amazon. Throughout the episode, we aim to equip you with actionable insights and strategies to boost your product's visibility and success on Amazon. In episode 650 of the Serious Sellers Podcast, Bradley and Destaney discuss: 00:02 - Amazon Advertising Launch Strategies Workshop 01:22 - Navigating Amazon's Ever-Changing Advertising Landscape 10:08 - Optimizing Keywords for Seasonal Products 13:12 - Keyword Research Using Helium 10 18:41 - Optimizing Amazon Advertising Strategy 24:49 - Importance of Keyword Research in Advertising 26:52 - Effective Bid Management for Targeting Types 28:50 - Finding Balance in Amazon Bid Management 35:37 - Bid Management for Sales and ACoS 38:23 - Mastering Amazon Bidding Strategy 45:41 - Discussion on Algorithmic Love and Relaunch

How does failing fast in e-commerce relate to doing laundry? Domenic DiSiena, VP of E-Commerce at Nestlé Health Science, joins Destaney in our latest episode to break this down and explain how Nestlé is mastering adaptability by encouraging teams to fail fast. He outlines how large companies like Nestlé can compete with smaller, agile brands by stimulating innovation and maintaining a strong brand presence across multiple e-commerce platforms. Domenic also elaborates on how Nestlé leverages its diverse portfolio to engage with consumers at various life stages, particularly focusing on loyalty and building consumer trust. A few of their main points:The necessity of evolving e-commerce strategies to align with digital trends and consumer behavior shifts over the past six years.Building trust and loyalty is pivotal for brand success, emphasizing the need for dynamic content and personalized consumer engagement.The ability to move quickly to market demands is illustrated through the fast-paced development of the Vital Proteins Colostrum capsule.Successfully managing multiple e-commerce platforms requires clarity on what aspects are critical for each platform and maintaining focus amidst the complexities.Evangelism and consumer trust play vital roles, particularly in the context of incorporating new trends and innovations.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #070 - In this episode, Destaney is joined by Matt Zielinski, VP of Digital Strategy at H&H Group, to discuss how platforms such as Amazon and Walmart have shaped the evolution of the e-commerce landscape, and how to pair digital analytics with strategic planning to foster an engaging consumer experience. Matt also shares his journey from traditional brand marketing into the digital realm, emphasizing the necessity for convergence between brand building and performance marketing to drive sustainable growth in a highly competitive market.A glimpse into their conversation:The shift from traditional ROAS metrics to a more holistic view of brand and performance-driven marketing is essential for long-term success in eCommerce.Understanding the convergence of brand marketing and performance media, particularly with tools like Amazon DSP, can lead to better consumer engagement and increased profitability.Investment in upper-funnel marketing activities and the use of clean-room analytics are vital steps in building a robust digital brand presence.Effective brand strategies must prioritize understanding consumer behavior and demand creation over mere product selling.Brands should focus on adaptive strategies and test and learn approaches to navigate the dynamic advertising landscape effectively.Connect with Matt on LinkedInLearn more about H&H GroupConnect with Destaney on LinkedInLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this TACoS Tuesday episode, Bradley and Destaney Wishon discuss different Amazon advertising strategies, campaign types, how to measure Share of Voice, and more. ► 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 Join us for an enlightening TACoS Tuesday discussion on Amazon Advertising Strategies for Success with our expert guest, Destaney Wishon, CEO at BTR Media. Together, we explore advanced techniques to elevate your advertising game on Amazon. We unpack essential tools like the Amazon Marketing Cloud (AMC) and Demand-Side Platform (DSP), as well as campaign segmentation strategies. We also highlight the significance of understanding the time gap between clicks and purchases, shedding light on common misconceptions about dayparting Amazon ads. With insights from Amazon Marketing Stream data, we provide actionable strategies to optimize your advertising efforts, ensuring you can effectively apply these techniques to your business. As we move forward, we focus on maximizing Amazon ad type expansion, emphasizing the competitive edge gained by utilizing unique ad formats such as sponsored brand and display ads. Destaney shares insights into the effectiveness and costs associated with sponsored brand videos, particularly on mobile platforms. We also address audience experiences with video ad performance, clarify targeting options, and explore the potential overlap in ad real estate. Our conversation also covers optimizing these ad types for conversions, offering strategies to combine various ad formats for enhanced conversion rates and discussing creative content's role in driving success. Finally, we highlight the importance of understanding Share of Voice on Amazon, a crucial metric for both large and small brands. We discuss how tools like Helium 10's Share of Voice tool can provide valuable insights into brand positioning relative to competitors, helping inform strategic investment decisions. We explore organic versus paid presence and the impact of owning more "real estate" on Amazon's search pages. Our session wraps up with an overview of best practices for utilizing brand metrics and share of voice tools, offering guidance on campaign management, bid strategies, and maximizing profitability. Don't miss this opportunity to refine your Amazon PPC strategies with insights from our engaging conversation with Destaney. In episode 637 of the Serious Sellers Podcast, Bradley and Destaney discuss: 00:00 - Amazon Advertising Strategies for Success 02:22 - Timing Discrepancy Between Clicks and Purchases - Dayparting 05:54 - Optimizing Bid and Budget Strategies 09:16 - Maximizing Amazon Ad Type Expansion 12:20 - Comparing Amazon Sponsored Brand Ad Performance 13:30 - Amazon Sponsored Products Conversion Analysis 18:35 - Optimizing Amazon Ad Types for Conversions 26:56 - Optimizing Bid Management Strategy for Campaigns 29:52 - Understanding Share of Voice on Amazon 31:57 - Optimizing Amazon Advertising Through Keywords 35:33 - Importance of Amazon Rank Strategy 36:24 - Amazon PPC Best Practices Overview 40:17 - Fixed Bids vs Other Bid Types

Episode #064 - What happens when brick-and-mortar strategies meet the digital shelf? In this episode, Destaney sits down with Serena Hopson from Nestlé Purina to unpack how traditional retail principles still hold power in an online-first setting — but only if they're adapted, not copy-pasted. From the idea that search results are today's planogram to the challenge of getting leadership buy-in for online investments, this conversation includes real-world examples and actionable insights.A few topics we will cover: The Digital Planogram: Why search results mirror physical shelf placement and how it impacts sales.Leadership Buy-In: Educating traditional retail leadership about the nuances of eCommerce.Content and Visibility: Why tailored content strategies per platform are non-negotiable.Career Growth in eCommerce: Building flexibility and resilience in a fast-changing industry.Future Trends: The role of AI and operational efficiency in shaping strategies.Connect with Serena on LinkedIn Connect with Destaney on LinkedIn Learn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.

Episode #063 - In their last episode of 2024, Destaney and Justin reflect on the company's evolution over the past year, highlighting the strides in Amazon advertising, the role of AI in creative development, and the importance of data analytics in shaping modern advertising strategies. How have company culture and value creation helped fuel the growth and transformation of BTR Media post-rebranding?"The rebrand wasn't just a name change; it's about better trust, better transparency, better results, and better relationships."A few topics covered in their recap:The company has significantly grown over the past year, transitioning from BetterAMS to BTR Media and embracing a full-funnel approach to retail media and advertising.The role of content creation and the sharing of industry knowledge as the primary growth strategy for BTR Media.Significant advancements in AI's role in creative development and AMC data analytics have transformed how brands strategize and reach audiences.The ongoing convergence of performance and brand budgets as retail media networks evolve and consolidate offers new opportunities for middle-market brands.Connect with JustinConnect with DestaneyLearn more about BTR MediaRead Unreasonable HospitalitySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #062 - Destaney is joined by Lance Pacheco, one of the newest members of the BTR Media team, to hear his insights about the future of retail media networks and strategies for brands to harness this evolving landscape. As digital advertising takes a decisive leap toward hyper-targeted retail media, they break down the world of digital brand strategies and the emerging opportunities brands should seize.With over a decade of experience in digital advertising, Lance shares his expert advice on creating customized media plans tailored to brand objectives and emphasizing test-and-learn strategies in smaller retail media networks.A few of the points covered:Why brands are encouraged to diversify their advertising channels beyond Amazon and Walmart to include smaller retail media networks.The importance of brands being well-versed in various digital advertising metrics and working with experts to translate these into meaningful insights.Why utilizing knowledge from industry leaders and staying updated with trends and changes in retail media can significantly impact a brand's success.Brands that remain flexible and adaptable in their marketing strategies tend to capitalize rapidly on emerging trends and consumer behavior shifts.Connect with LanceConnect with DestaneyLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #061 - Destaney sits down with Carolyn, CMO of Pattern, to talk about how brands can use AI to scale their content and stay ahead in the fast-paced industry. From creating optimized listings to tailoring content for specific marketplaces like Amazon and Walmart, Carolyn shares insights into how Pattern's Content Brief tool is helping brands turn trillions of data points into actionable recommendations.How is AI enabling teams to move faster, personalize their creative, and adapt to changing consumer trends—without sacrificing quality?“AI isn't about replacing your team—it's about enabling them to move faster, get smarter, and do more with less.”A few topics covered:How AI helps brands handle the overwhelming amount of content needed for e-commerce, from product listings to images.Why each marketplace has unique requirements and how AI helps brands tailor their approach to platforms like Amazon and Walmart.The role of AI in creating tailored content and enabling brands to react quickly to trends and consumer behavior.AI as a tool for first drafts and edits, with human teams refining and perfecting the results.How Content Brief combines 38 trillion data points with actionable insights to help brands optimize their listings and creative efficiently.Learn more about Pattern PXM's Content Brief Connect with CarolynConnect with DestaneyLearn more about BTR MediaSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episode #060 - What's the real impact of your ad spend? In this episode, Destaney is joined by Alex Juday, SVP at Incremental, to break down the buzzword that's taking over the space: incrementality. What does it really mean, why ROAS isn't enough, and how brands can rethink their approach to retail media.Here's what we're covering:Why incrementality is about more than new customers.How to measure true ad performance (beyond inflated ROAS).The biggest risks for brands still stuck on traditional metrics.How Incremental is changing the game with faster, smarter insights.Connect with Alex Connect with Destaney Learn more about Incremental Learn more about BTR Media See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, we will discuss Destaney's top Amazon advertising strategies, from setting up initial campaigns to advanced strategies such as Amazon AMC, and what's coming in the future. What if you could transform your Amazon advertising game with just a few strategic tweaks? Join us as we sit down with Destaney Wishon of BTR Media, our guest expert, to uncover the secrets behind mastering Amazon PPC. From understanding the fundamentals of conversion rates and bid management to leveraging advanced AI strategies, Destaney sheds light on how sellers, both newbies and veterans, can optimize their ad spend. We explore the intricacies of using tools like Helium 10's Adtomic to benchmark product performance in competitive categories like home decor, ensuring your campaigns hit the mark and convert clicks into sales. We take a closer look at what it means to truly optimize your Amazon advertising campaigns. Discover how identifying underperforming ads and adjusting bids can significantly impact your ACoS and ROAS. We discuss the importance of relevancy and the power of long-tail keywords in capturing less competitive niches. With Destaney's insights, you'll learn how monitoring account activity through tools like Adtomic can prevent unnecessary expenses and how adjusting strategies based on competitive factors like pricing and reviews can troubleshoot conversion barriers.   Ready to elevate your strategy with AI-driven advertising? Destaney highlights the potential of new AI features of Helium 10 Adtomic in streamlining keyword performance and improving budget efficiency. We explore how transitioning budgets from traditional to AI-optimized campaigns can enhance both new and existing Amazon PPC campaigns. Whether you are launching a new product or defending your brand against competitors, our discussion emphasizes the importance of bid management and using data-driven insights to align your Amazon advertising endeavors with your business goals. Don't miss this opportunity to take control of your Amazon advertising success. In episode 610 of the Serious Sellers Podcast, Bradley and Destaney discuss: 00:00 - Amazon Advertising Strategies and Tips 04:31 - Granular Insights in Home Decor Advertising 08:53 - Comparing Adtomic and Amazon Ad Console 09:40 - Amazon Advertising Conversion Strategies 16:08 - Long Tail Keywords and Competition 17:00 - Amazon Advertising Beginner Strategy Guide 25:19 - Strategies for Amazon Advertising with AI 26:58 - Optimizing Your Amazon PPC Campaigns  33:55 - Optimizing Advertising Strategies With Adtomic 37:41 - Maximizing Sales Strategies Without Adtomic 42:57 - Adtomic Campaign Optimization Session

Join us for an insightful TACoS Tuesday with Amazon PPC expert Destaney Wishon of Btr Media, as she shares her expertise on Amazon advertising strategies. We explore the key benefits and features of Adtomic, a powerful tool for managing Amazon PPC campaigns, focusing on bid management, keyword research, and holistic performance tracking. Destaney emphasizes the importance of understanding market dynamics, competitor actions, and customer behavior to effectively manage ACoS fluctuations. She also offers strategies for handling high CPC in competitive niches, including evaluating repeat purchase rates and the impact of ad spending for organic placement. Next, we cover essential Amazon PPC campaign strategies tailored for businesses of all sizes. Discover how to kickstart your keyword research with low-bid, low-budget auto campaigns, and the importance of profitability-focused campaigns optimized for ACOS or ROAS objectives. We also discuss organic ranking campaigns, the nuanced application of sponsored brands and sponsored display ads, and the comparison between CPC and CPM models for sponsored display. Learn about optimal product launch strategies and effective product targeting strategies that focus on competitive advantages and thoughtful ASIN grouping based on budget and objectives. Finally, we dive into advanced Amazon PPC optimization strategies, especially for those with limited budgets. Listen as we discuss the benefits of using broad and phrase match keywords over auto campaigns, targeting long-tail search terms, and leveraging customer demographics. Destaney also addresses challenges such as campaigns not receiving impressions and the effects of pausing campaigns versus lowering bids when using day parting. Additionally, we highlight the importance of bid management during off-peak hours, understanding customer purchase behavior, and using the refine feature in category targeting campaigns for more precise ad placements. Don't miss our interactive Q&A session with Destaney, where she answers a range of insightful questions from our audience. In episode 597 of the Serious Sellers Podcast, Carrie and Destaney discuss: 00:01 - Amazon PPC Strategies With Destaney Wishon 01:52 - Maximizing Amazon Advertising With Helium 10's Adtomic 06:15 - Optimizing External Traffic for E-Commerce 07:43 - Essential Amazon PPC Campaign Strategies 09:19 - Choosing Between CPC and CPM 12:27 - Optimizing Keywords for Amazon Sales 13:35 - Amazon PPC Optimization Strategies 20:50 - Optimizing Bids Frequency and Bulk Strategy 24:32 - Interactive Q&A Session With Destaney ► 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

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.  

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.