ppc 360 presentation - smart china sourcing summit - hong kong 2016

Smart China Sourcing

Summit PPC (360)

About MeMusic Start upsPPC & Conversion Optimization Amazon FBAWhy I’m here

“ “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

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

But…Don’t Push The Bolder

Shiny Objects

Choosing the right product, trumps PPC dexterity…

This is often overlooked

*How you think is important…

Everyone want’s more sales…You double the ad spend, right?

…WHY NOT FIX CONVERSION ISSUES?

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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

PPC Spend (CAC) Sales (RRP) ACoS

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

Avoid The ACoS Hill

PPC Is Not Linear

Competition drives CPC’sACoS tends to be high on low cost productsDevelop a keyword strategy to fit the bugdet

Head Keywords

These keywords will start to mount up fast

Units Head Keywords Avg CPC

1 Competitive Keyword (1) $3.992 Competitive Keyword (2) $2.663 Competitive Keyword (3) $2.444 Competitive Keyword (4) $2.105 Competitive Keyword (5) $1.99

Long Tail Keywords

These ones will help reduce your overall budget

Units Long Tail Keywords Avg CPC

1 Long Tail Keyword (1) $0.902 Long Tail Keyword (2) $0.853 Long Tail Keyword (3) $0.804 Long Tail Keyword (4) $0.755 Long Tail Keyword (5) $0.706 Long Tail Keyword (6) $0.607 Long Tail Keyword (7) $0.508 Long Tail Keyword (8) $0.40

Again…PPC Is Not LinearThe goal is to reduce conversion costsFind long tail keywords that convert Look to make up lost search volume Use Amazon’s Auto Campaign Data

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80/20 rule - Less is more…Get Amazon to validate your ASIN

Patience of a saintRemove the desire to tweak

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

Here are some strategies you can try on your own campaigns…

1. Stacking Auto Campaigns 2. Rotating Auto Campaigns 3. High and Low Method

* Stacking Auto CampaignsWhat you will need for this experiment:1.Excel2.Buckets of patience 3.A notepad to document each change (Bread crumbs)4. A text file to keep all your negative keywords (Wash list)

* Stacking Auto Campaigns 1.1

Goals

1. Raise conversions2. Reduce budgets 3. Find new long tail keywords

* Stacking Auto Campaigns 1.2Eventually your campaigns will look something like this:

1.Campaign 1 (0.20 / 10.00) 2.Campaign 2 (0.40 / 10.00) 3.Campaign 3 (0.60 / 10.00)4.Campaign 4 (0.90 / 10.00)

***Play with daily budgets (high velocity category) to find sweet spot…


How it works…1.Set up an Auto Campaign and set Daily budget and Bid.

2.Run for at least 48/72 hours but highly recommend 7 days (Amazon reporting has a time lag) -we want to qualify the data as best as possible.

3.Download a Search Term Report and open in Excel


4. Check for random keywords; cut and paste each phrase into Amazon search and review for relevance.

***Example; let’s say you sell an organic product for 22.99 and everything on the page is a chemical based product with the average price of 5.99.


Note: random keywords can convert and will convert so reviewing data with this method is important. Create a text file and dump all non relevant keywords (wash list)

Add keywords as negative Exact Match.


Document this without fail – •Date and changes made•Observations•Record ACoS, Clicks and Impressions ***Over a period of time you should notice the Budget reducing through weeding the reports…


Tuning your listing

Review your wash list Revise your Title (be careful)Revise backend keywords

*** This is to help Amazon with serving the most relevant keywords


Phase 2 – Setting up Auto Campaign 2Setup new Auto at higher CPC and set daily budgetReview wash list from Campaign 1 and add as Exact Negative MatchRun report after 7 daysOptimise for relevancy as before


Phase 2 – Things to watch out for…

Auto 1 can dip after Auto 2 intro (algo sways to higher CPC) Ranging from 15-20% reductionReview Negative Match for blockage (impressions/clicks)

* Stacking Auto Campaigns Recap

1.Campaign 1 (0.20 / 10.00) - Week 1

2.Campaign 2 (0.40 / 10.00) - Week 2

3.Campaign 3 (0.60 / 10.00) - Week 3

4.Campaign 4 (0.90 / 10.00) - Week 4

*Play with daily budgets (high velocity category) to find sweet spot.

**Check negatives for blockage***Review drop off rates post intro

to each Campaign

Rotating Auto Campaigns…

1. Similar process to the Stacked Campaign 2. Rotate each day (same time) 3. Don’t turn off; reduce bids instead

* Hi Lo Method1. Run an Auto with high bid (3.00-5.00) and daily budget (20.00), this is to find high comp keywords2. For long tail switch to a low bid between 0.25-0.50 for a couple of weeks.3) You may either keep your low bid campaign running or Switch to a bid in the middle; extract the winners & losers.

* Hi Lo Method Cont…4) Download a recent Search Term Report (SC > Reports > Advertising Reports > Search TermReport > Request Report)5. Repeat the validation process for optimising your keywords and validating your listing as per Method A & B.

Author: Brian Johnson PPC TroubleShooting Forum

Recap…Think about baking in PPC (Sourcing Stage)Don’t Push The Bolder (ACoS Hell) Reduce TweakingTune Your Listing Using Auto Campaigns Diversify Your Keyword Portfolio

* Resources

facebook.com/groups/amzclassroom/files/

facebook.com/groups/AmazonPPC/files/

dannymcmillan.com/#downloadsMy Free PPC Tool

Amz Profit Pros

Amazon PPC Troubleshooting

London Meetupmeetup.com/TheAmazonSeller_UK/

THANKS FOR LISTENING!

Questions?

Dannymcmillan.com

ppc 360 presentation - smart china sourcing summit - hong kong 2016

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