THE MILLION DOLLAR CASE STUDY

Session #19: Optimizing Pay Per Click Campaigns

Journey to $1MM

June 28th, 2017

100% to

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What has been the

most difficult part

of Amazon FBA?

The most difficult part is having the courage to

take the risk of losing money. You are

courageous and an entrepreneur by definition when

you take risks, not when you already know the

outcome. I have been changing my mindset and

learning the method through your videos. I feel it's

time to take action and winning the jungle scout

extension will propel me in this journey.

Gucci Solo (Web App Winner!)

Melinda Schmuck, as you know I absolutely love Jungle

Scout products. I use their Chrome Extension almost daily for

product research. I follow their #MillionDollarCaseStudy and

all their other YouTube webinars to learn how to be a

successful #AmazonSeller I have used these tools to

successfully launch my first #PrivateLabel products with

Raschify, LLC and look forward to great success all thanks to

Jungle Scout

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Adam Rasch (JS T-Shirt Winner)

Session 18 Giveaway Winners

Session 19 GIVEAWAY : Win a Web App or a T-Shirt

▸ HOW TO ENTER Use this Link to Enter our Giveaway

www.junglescout.com/giveaway

The link will also be in the Video Description of the Replay on YouTube!

▸ 2 Winners, 1 Prize for Each ! ▹ 1 Jungle Scout Lite Extension▹ 2 Jungle Scout T Shirt’s ▹ Featured on the Website!

▸ Winners selected every week for all of 2017!

Jungle Snugs Updates

● New images from www.theproductphotographystudio.com

● Did some additional design work to all images● Created and added a competitive matrix● Not giving away any coupons right now● Started an A/B test with Splitly.com to test main

images● Let’s take a look at Fetcher and our listing

3 Steps To Optimizing Pay Per Click

1.Cut Wasted Spend2.Ramp Up Profitable

Conversionsa. Bid higher to see if we can rank betterb. And/Or increase daily budgets

3.Find new Keywords

Setting up your

first campaign?

Check out Session

13 first

A Little Recap on Match Types & Vocab

Keyword Will Fire On Won’t Fire On Can Include

Broad Baby towel

Baby hooded towels, toddler

towels, baby towels, baby pink hooded

towels

Bath rag

synonyms, abbreviations, acronyms, misspellings and variations including plurals and stemmings (e.g house

vs housing)

Phrase Baby towelPink baby towel, Babies towels

Baby hooded Towel, Baby pink towel

misspellings, singulars or plurals, stemmings,

abbreviations, and acronyms

Exact Baby towelBaby towel, Baby

towels, babie towel

Pink hooded baby towels,

blue baby towel

misspellings, singulars or plurals

7

PPC Costs

Sales from PPCAdvertising Cost of Sale (ACoS)=

$10

$10010% (ACoS) =

Example:

What is ACoS?

Landed Cost of Goods + FBA Fees

Retail PriceBreakeven ACoS 1 -=

We know: ▸ Retail Price = Currently: $17.95, Future $23.95▸ Landed Cost of Goods (ie towel, packaging, inbound shipping) = $5.45▸ FBA Fees = $7.92 or $8.82 at the higher price

26% = 1 -$5.45 + $7.92

$17.9540% = 1 -

$5.45 + $8.82

$23.95

At $17.95 Price: At $23.95 Price:

To Find ACoS Breakeven point….

1. Cut Wasted Spend

How can we reduce our spend to improve profitability of our campaigns?

1. Improve quality and relevancy of traffic

1. Adjust bids (manual and automatic campaigns)

1. Add negative keywords

2. Ramp Up Profitable Conversions

How can you grow your sales with Pay Per Click Campaigns?

1. Increase bids on profitable keywordsa. increase the likelihood of getting the click over your

competition

2. Change Bid Type on converting keywordsa. Be more specific for keywords you know will convert--go

from Broad to Phrase to ultimately Exact Match

Download Search Term Report

Filter the columns so that you can sort ascending to descending

Filter by:

Highest ACoS – reduce bids for these

Lowest ACoS – which keywords are converting well? Can you increase the bid on

those keywords so that you can generate more of that traffic to your listing?

Highest Spend – where are you spending a bulk of your money? Are those keywords

converting or not? What is the CPA?

Highest Conversions – do you need to adjust your bid on these keywords? Can you

increase your bid to squeeze your more sales?

3. Analyze Search Term Reports for New Keywords

Let’s Check The Search Term Reports

The Search Term Report show tell you: ▸ Profitable/unprofitable

keywords▸ How to adjust your bids

appropriately▸ New keywords that will

convert

Watch Over My Shoulder!

Cut Wasted Spenda. Add negative keywordsb. Pause Keywordsc. Adjust bids to break even ACoS

Ramp Up Profitable Conversionsa. Isolate high-converting keywords to

independent ad groupb. Make bid types more targeted when

possible--Exact Match is idealCheck Search Term Report for New Keywords

a. Best keyword research of all :-)

Recap: 3 Steps To Optimizing Pay Per Click

Next Session: Amazon Marketing Services (AMS)

I’ll show you how to get these ads

➔ We’ll take the next week off for 4th of July➔ Next session: July 12th at 5p PT/ 8p ET➔ Signup at: junglescout.com/million

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