the amazon seller ppc presentation (sept 2016)

PPC Master Class

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Meetups - Webinars Country Date TopicHK Summit 17 Oct Danny’s Presentation

HK Meal Meetup 17 Oct Seller Meeting

HK Summit 19 Oct Anthony’s Presentation

Invite Only HK 19 Oct Power Sellers Event

USA Meetup 27 Oct PPC (Pay Per Click)

UK Meetup 8 Nov Seller Product Tools & Amazon Reporting

UK Meetup 22 Nov Scaling Your Business in 2017

Online Date Topic

Online Webinar 3 Oct Amazon Ranking Factors

Online Webinar 6 Jan Power Sellers Panel

TheAmazonSeller.com

The Amazon Seller (UK) 1400 MembersThe Amazon Seller (Los Angeles) 400 MembersThe Amazon Seller (San Diego) 300+ Members

>2,800 members

>400 subscribers

The Money shot

The Holy Grail

The Holy Grail Part 2

The Holy Grail Part 3

Mindset

““The definition of insanity is doing the same thing over and over again, but expecting different results”.

“ “Lucky for us we don’t need to be as smart as Albert”

“ Or this guy

What is PPC?

PPC, or Pay Per Click is a searcher's intent platform made

famous by Google.

Amazon has their own version with Sponsored Ads, albeit on a much

smaller scale

Ad Auction

Amazon ads are sold in an auction. You bid what you want

to pay for a click.

Amazon uses a number of factors to determine the ad position, including; bid and keyword

relevance of listing and browse node.

How does the ad auction work

You determine the bid amount on your ad group or search

phrase, other sellers will use the same process.

Amazon will then run a calculation using multiple factors (including bid price) to determine your ad position

on the search pages along side organic listings.

Auction - Basics

Bid AmountBid one £0.50Bid two £0.30Bid three £0.69Bid four £0.23Your bid £0.57

*Bids Amazon Receive (excludes other ranking factors)

Ad Pos. Bid Amount CostAd Position One Bid three £0.69 Pays £0.58Ad Position Two

Your bid £0.57 Pays £0.51

Ad Position Three

Bid one £0.50 Pays £0.31

Ad Position Four

Bid two £0.30 Pays £0.24

Ad Position Five Bid four £0.23 Pays unknown

Auction results:

Advertising Cost of Sales (ACoS)

“This is calculated by dividing total ad spend by attributed sales. For

example, if you spent £4 on advertising resulting in attributed sales of £20, your ACoS would be

20%”

The Magic Bullet (not)PPC will not save the productBuild in plenty of optimisation budget Learn the art of patience and persistence

Shiny Objects

Choosing the right product, trumps PPC dexterity…

This is often overlooked

But…Don’t Push The Bolder

How you think is important…Everyone want’s more sales…You double the ad spend, right?…WHY NOT FIX CONVERSION ISSUES?

How do I reduce my ACoS?

Start With The Product

Selling at £10 means your ACoS is 20%Selling at £30 makes it look far sexier

Customer Acquisition Cost (ppc)

You Sell At The Unit Price Of…

ACoS

£2.00 £10 20%£2.00 £20 10%£2.00 £30 6.7%£2.00 £40 5%£2.00 £50 4%

Where possible bake your PPC into you product Selection on the front end

Avoid The ACoS Hill

Head Keywords

These keywords will start to mount up fast

Units Head Keywords Avg CPC

1 Salad spinner (1) £3.992 Salad Spinner (2) £2.663 Salad Spinner (3) £2.444 Salad Spinner (4) £2.105 Salad Spinner (5) £1.99

Long Tail Keywords

These ones will help reduce your overall budget

Units Long Tail Keywords Avg CPC

1 Salad Spinner (1) £0.902 Salad Spinner (2) £0.853 Salad Spinner (3) £0.804 Salad Spinner (4) £0.755 Salad Spinner (5) £0.706 Salad Spinner (6) £0.607 Salad Spinner (7) £0.508 Salad Spinner (8) £0.40

Wrapping UpThe goal is to reduce conversion costsFind long tail keywords that convert Look to make up lost search volume

Setting Up An Auto Campaign

Setting Up An Auto Campaign

StepsAdvertising TabCampaign managerCreate Campaign

Setting Up An Auto Campaign

StepsEnter Campaign NameDaily BudgetSelect Automatic keyword CampaignContinue to next

Setting Up An Auto Campaign

StepsEnter Ad group nameDefault bidSearch and select your product to advertise

Setting Up An Auto Campaign

Monitoring

Leave for at least 72 hours to collect dataRun and download a search term reportAdd non relevant keywords as a “Negative Exact Match”

Add relative words into back end keywords / title (in some cases your bullets depending on your strategy)

80/20 rule - Less is more…

•Try changing the background color, font colors and add in different photos or icons.

Waiting is boring….

Low bid 0.35ACoS 4.8%

Zero Optimisation

No Negative Keywords

Maybe We Got Lucky?

Low bid 0.50ACoS 10%

Optimisation – 32 Negative Keywords

Keyword Tools

Paid Tools

ToolsKeyword Trends tool -Keyword Inspectorhttp://www.keywordinspector.com/My go to tool for keyword research. It has multiple filters you can control to hone in on the perfect keyword collection.

Helium 10https://members.helium10.com/Part free, part paid. It is a Swiss army knife of tools under one roof. The Frankenstein keyword processor and Scribbles Listing optimiser are my go to tools each and every time.

Scientific Sellerhttp://app.scientificseller.com/keywordtool#/This used to be free, and now offers capped searches before requesting you taken to the subscription page. Works by extracting search data from the auto complete field on Amazon and crawling other data.

Amztrackerhttps://www.amztracker.com/Another Swiss army knife as you can track your rankings, keyword research, optimise and use the review group ($50 and above package).

ToolsGoogle AdWords Planner - Keyword Toolhttps://adwords.google.com/KeywordPlannerYou need to sign up to Adwords with a Gmail account. Bare in mind this is using Google data (arranges the world’s information) rather than Amazon search data.

Keyword Shitterhttp://keywordshitter.com/Does what it says on the tin, it shits keywords! But like drinking from a fire hose as no filter control and you do not get any search volume predictions.

Uber Suggesthttps://ubersuggest.io/Uses data not necessarily found in Google AdWords Keyword Planner tool. Good for finding variations on search phrases. It is another fire hose unless you are a whiz chopping data.

Spork Forgehttp://sporkforge.com/text/word_count.phpThis is not a keyword tool as such but a text analyser. This is useful for finding popular search terms buried in listing copy of your competitors. Free Tools

Free Tools

Tools

Other tools worth looking at...

Keyword Mispellings http://keyword-misspellings.com/

Merge Wordshttp://mergewords.com/

Concatenation Toolhttps://www.found.co.uk/ppc-keyword-tool/

*Please note these tools do not use Amazon data, rather they provide you with guidance and their own calculations of search volume and other factors.

**The Amazon Seller does not have any financial affiliation with these tools.

***These tools do not fix shitty products.

Match types explained

Match Type Variation

Broad Match• All words included in the search• Search terms can be in any order

Keyword Search Term Match

Kids widget Kids blue widget Yes

Kid’s widget blue Yes

Blue Kid’s widgets Yes

widget No

Has the greatest reach and will maximise the variations of your keywords

Match Type Variation

Phrase Match• The exact phrase In the same sequence• May include close variations• Can include words before or after phraseKeyword Search Term Match

Kids widget Kid widget’s yes

Kid’s widget Yes

Blue Kids widgets Yes

widget No

More restricting the broad but will have more relevance to user search

Match Type Variation

Exact Match• Exactly as the user typed into the field• May include very close variations

(plurals)Keyword Search Term Match

Kids widget Kids widget blue No

Kid’s widget Yes

Kids widgets Yes

widget No

Less impressions but a great way to manage waste on your account

Setting Up A Manual Campaign

Setting Up a Manual Campaign

StepsAdvertising TabCampaign managerCreate Campaign

Setting Up A Manual Campaign

StepsEnter Campaign NameDaily BudgetSelect Manual keyword CampaignContinue to next

Setting Up A Manual Campaign

StepsEnter Ad group nameSearch and select your product to advertiseHit Select

Setting Up A Manual Campaign

StepsEnter Default BidPaste in your keywordsHit Add these keywordsSave and Finish

Leave for at least 72 hours to collect dataRun and download the Search Term Report or edit through the Interface at keyword levelAdd non relevant keywords as a “Negative Exact Match”Add relevant keywords into backend keywordsRinse and repeat

*** Daily budget doesn’t always equal max daily spend-if you campaign is running then Amazon will aggregate where possible

Monitoring

Strategies

New Product Strategy 1 – After at least 1 review

-Run Auto to determine keywords-Add keywords as Exact, Phrase & Broad in Manual Campaign-Continue Learning & Tuning-Set Bid to achieve Position 2 or 3-Monitor and adjust

New Product Strategy 2 – After at least 1 review

-You know your product -Create a manual Auto campaign -Add keywords as Exact, Phrase & Broad in Manual Campaign -Set Bid to achieve Position 2 or 3 -Monitor and adjust

• First product above – 25 days live – PPC live 21 days started with one review

• $3,350 Ad spend converted to $23,000 of sales• Ad spend helped promote Organic position• Organic sales $10,000 over same timeframe, total sales $33,000• Overall Ad costs running at 10% of revenue• Product priced to absorb these costs in planning

The Holy Grail Part 2

• Third product above – <5 months live – PPC live started with one review

• $20,000 Ad spend converted to $104,000 of sales• Ad spend helped promote Organic position• Organic sales $68k over same timeframe, total revenue $172,000• Overall Ad costs running at 11% of revenue• Product priced to absorb these costs in planning

Myth Busters

“You need 10 reviews to turn on PPC”

“You need to occupy the no1 position”

“you need 1000’s of long tail keywords”

Optimisation (Tips Part 1)

• Test One Thing At A Time• Allow at least 7 days - Unless It

Is Tanking• Price optimise -Up and Down• PPC Titles - 34 Characters To

Look Your Best

Optimisation (Tips Part 2)

• Image Testing and Rotation• Test bidding positions• Relevance - Searching All Keywords

Manually• Manage Your Own Phycology

Future Predictions

• Day Parting• Geo Targeting• Quality Scores • Bidding Engine

Thank youanthony@theamazonseller.comdanny@theamazonseller.comrichard@theamazonseller.com

theamazonseller.comfacebook.com/groups/Amstersmeetup.com/theamazonSeller_UKmeetup.com/theamazonseller_SoCalYouTube/C/theamazonseller

Glossary Of Terms

Other useful notes and terms…

Wanky words you must remember

PPC –  Stands for Pay-Per-Click whereby the advertiser only pays when the end user clicks on your ad.

Campaign - Is the upper structure to managing your ad groups,  keywords and bid settings.

Keyword – A word or phrase used in a Campaign’s ad group to bid and appear on the search pages on Amazon.

Match Type –  Amazon uses three including; Broad, Phrase and Exact (discussed later).

Wanky words you must remember

Ad Group – This is used to manage your keywords and bid data.

Ad Position – The order in which your ad appears on Amazon.

Bid – The amount you determine in your chosen currency in the attempt to present your ad to the ad auction.

Cost-Per-Click (CPC) – The amount the advertiser pays on any given keyword phrase.

Wanky words you must remember

Long-tail Keyword – These are longer keyword phrases (3-6 words) and normally cheap as chips. When working well, you can reduce your conversion costs and improve ACoS. In some cases, they provide incremental conversions over time.

Head Keywords - These are the most competitive keywords often 1-2 (sometimes 3) words as a phrase that generate a lot of search volume. These tend to be (much) more expensive than Long-tail Keywords.

Wanky words you must remember

Negative Match – Will omit the ad from being displayed if the search term contains a certain keyword based on its determined match type.

Average Cost-Per-Click (Avg CPC) – Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.

Conv. - Conv. is short for 'Conversions'. Conversions are divided by clicks, which represent the rate at which a click on your ad resulted in a conversion (sale).

An auto campaign is an “Automatic” campaign whereby Amazon will use

the contents of your listing to present you keyword phrases it

feels is the most relevant to your campaign- (when it works )

The difference between an Auto and Manual campaign

A manual campaign allows you to determine the keywords and

bid at keyword level. Thus, giving you much more control

over you spend and bid strategy.

The difference between an Auto and Manual campaign

Bid + (In Amazon’s own words)

“Bid+ is a setting in Campaign Manager that helps increase the opportunity for your ads to show in the top of customer search results. ”“When Bid+ is turned on, Amazon will increase the maximum bid for your ads that are eligible to appear in this placement.”“You can turn on Bid+ for any manually targeted campaign. If your ad is not eligible to show we will not increase your bids..”