The Amazon Seller PPC Presentation (Sept 2016)
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The document is a comprehensive guide on PPC (pay-per-click) advertising strategies for Amazon sellers, detailing how to optimize ad campaigns for better performance. It covers various aspects such as auction mechanics, keyword selection, cost management, and the importance of product marketing. Additionally, it offers tips on tool usage, campaign setup, and long-tail keywords, emphasizing the need for ongoing analysis and adaptation in PPC efforts.
The Amazon Seller PPC Presentation (Sept 2016)
- 1. PPC Master Class Brought to you by:
- 2. All-in-1 Amazon Marketing Toolkit from 1 single login! (Research, Optimize, Automate, Leverage) Sales Spy | Email Automator | Ebay Connect |Review Monitor |Best Seller & Keyword Tracking | Listing Optimizer
- 3. $65/mo!Approx. $169/mo *All prices are compared from the Business package (Middle Level) of all products reviewed
- 4. Comparison Chart available at Zonguru.com Exclusive offer for Amazon Seller Webinar viewers 14 day Free Trial! Email [email protected], say you are from this webinar and he’ll send you a 14 day free trial coupon
- 5. Premium Service Products Photography For E-Commerce Sites Including Amazon FBA, Ebay And Etsy Email Dee at [email protected] Small Package Medium Package Large Package 1 Product 2 Products 3 Products 8 images 16 images 24 images 5 Core Shots + 3 Detail Shots 5 Core Shots + 3 Detail Shots 5 Core Shots + 3 Detail Shots Total package price £125.00 (excludes premium add on’s) Total package price £225.00 (excludes premium add on’s) Total package price £325.00 (excludes premium add on’s) High resolution images (300dpi)- web-ready High resolution images (300dpi) and web-ready High resolution images (300dpi) and web-ready Royalty free unlimited usage Royalty free unlimited usage Royalty free unlimited usage ***Bespoke packages avaiable on request
- 6. Meetups - Webinars Country Date Topic HK 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
- 7. TheAmazonSeller.com The Amazon Seller (UK) 1400 Members The Amazon Seller (Los Angeles) 400 Members The Amazon Seller (San Diego) 300+ Members >2,800 members >400 subscribers
- 10. The Holy Grail Part 2
- 11. The Holy Grail Part 3
- 12. Mindset
- 13. “The definition of insanity is doing the same thing over and over again, but expecting different results”.
- 14. “Lucky for us we don’t need to be as smart as Albert”
- 15. Or this guy
- 16. 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
- 17. 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.
- 18. 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.
- 19. Auction - Basics Bid Amount Bid one £0.50 Bid two £0.30 Bid three £0.69 Bid four £0.23 Your bid £0.57 *Bids Amazon Receive (excludes other ranking factors) Ad Pos. Bid Amount Cost Ad Position One Bid three £0.69 Pays £0.58 Ad 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:
- 20. 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%”
- 21. The Magic Bullet (not) PPC will not save the product Build in plenty of optimisation budget Learn the art of patience and persistence
- 22. Shiny Objects Choosing the right product, trumps PPC dexterity… This is often overlooked
- 23. But…Don’t Push The Bolder
- 24. How you think is important… Everyone want’s more sales… You double the ad spend, right? …WHY NOT FIX CONVERSION ISSUES?
- 25. How do I reduce my ACoS?
- 26. 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
- 27. Avoid The ACoS Hill
- 28. Head Keywords These keywords will start to mount up fast Units Head Keywords Avg CPC 1 Salad spinner (1) £3.99 2 Salad Spinner (2) £2.66 3 Salad Spinner (3) £2.44 4 Salad Spinner (4) £2.10 5 Salad Spinner (5) £1.99
- 29. Long Tail Keywords These ones will help reduce your overall budget Units Long Tail Keywords Avg CPC 1 Salad Spinner (1) £0.90 2 Salad Spinner (2) £0.85 3 Salad Spinner (3) £0.80 4 Salad Spinner (4) £0.75 5 Salad Spinner (5) £0.70 6 Salad Spinner (6) £0.60 7 Salad Spinner (7) £0.50 8 Salad Spinner (8) £0.40
- 30. Wrapping Up The goal is to reduce conversion costs Find long tail keywords that convert Look to make up lost search volume
- 31. Setting Up An Auto Campaign
- 32. Setting Up An Auto Campaign Steps Advertising Tab Campaign manager Create Campaign
- 33. Setting Up An Auto Campaign Steps Enter Campaign Name Daily Budget Select Automatic keyword Campaign Continue to next
- 34. Setting Up An Auto Campaign Steps Enter Ad group name Default bid Search and select your product to advertise
- 35. Setting Up An Auto Campaign
- 36. Monitoring Leave for at least 72 hours to collect data Run and download a search term report Add 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)
- 37. 80/20 rule - Less is more…
- 38. •Try changing the background color, font colors and add in different photos or icons. Waiting is boring….
- 39. Low bid 0.35 ACoS 4.8% Zero Optimisation
- 40. No Negative Keywords Maybe We Got Lucky?
- 41. Low bid 0.50 ACoS 10% Optimisation – 32 Negative Keywords
- 42. Keyword Tools
- 43. Paid Tools Tools Keyword Trends tool -Keyword Inspector http://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 10 https://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 Seller http://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. Amztracker https://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).
- 44. Tools Google AdWords Planner - Keyword Tool https://adwords.google.com/KeywordPlanner You 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 Shitter http://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 Suggest https://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 Forge http://sporkforge.com/text/word_count.php This 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
- 45. Free Tools Tools Other tools worth looking at... Keyword Mispellings http://keyword-misspellings.com/ Merge Words http://mergewords.com/ Concatenation Tool https://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.
- 47. 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
- 48. Match Type Variation Phrase Match • The exact phrase In the same sequence • May include close variations • Can include words before or after phrase Keyword 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
- 49. 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
- 50. Setting Up A Manual Campaign
- 51. Setting Up a Manual Campaign Steps Advertising Tab Campaign manager Create Campaign
- 52. Setting Up A Manual Campaign Steps Enter Campaign Name Daily Budget Select Manual keyword Campaign Continue to next
- 53. Setting Up A Manual Campaign Steps Enter Ad group name Search and select your product to advertise Hit Select
- 54. Setting Up A Manual Campaign Steps Enter Default Bid Paste in your keywords Hit Add these keywords Save and Finish
- 55. Leave for at least 72 hours to collect data Run and download the Search Term Report or edit through the Interface at keyword level Add non relevant keywords as a “Negative Exact Match” Add relevant keywords into backend keywords Rinse and repeat *** Daily budget doesn’t always equal max daily spend-if you campaign is running then Amazon will aggregate where possible Monitoring
- 56. Strategies
- 57. 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
- 58. 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
- 59. • 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
- 60. • 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
- 61. Myth Busters
- 62. “You need 10 reviews to turn on PPC”
- 63. “You need to occupy the no1 position”
- 64. “you need 1000’s of long tail keywords”
- 65. 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
- 66. Optimisation (Tips Part 2) • Image Testing and Rotation • Test bidding positions • Relevance - Searching All Keywords Manually • Manage Your Own Phycology
- 67. Future Predictions • Day Parting • Geo Targeting • Quality Scores • Bidding Engine
- 69. Glossary Of Terms Other useful notes and terms…
- 70. 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).
- 71. 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.
- 72. 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.
- 73. 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).
- 74. 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
- 75. 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
- 76. 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..”