Amazon PPC - Traffic & Convert Masterclass - Part 1 of 2

Let's take a look at what we're covering for module 1. Watch the video to under the why before implementing.

This is where I introduce the basics of search term vs keywords and the differences between broad, phrase and exact. If you don't know the basics, please watch this video.

Example of Match Types for the Keyword: WATER HOSE

Broad (highest part of the funnel, less expensive)
hose water
water nozzles for garden hoses
water hose for patio

Phrase
water hose nozzle
green water hose
water hose 50 feet

Exact (lowest part of the funnel, usually most expensive)
water hose
water hoses
water hos

This video covers research using Helium 10.  You can use the free or paid version.  Alternatively, you can use Jungle Scout.

Use the spreadsheet as a guide to the rest of the lectures.

The purpose of this exercise is to find the most common KW's that your competitors can be capturing traffic from that you want to consider to include as part of your keyword bank.

Find a very targeted list of KWs. Your final list should contain 15-30 highly relevant KWs (25-50 medium relevant KWs) for your campaign. When using Cerebro or any reverse ASIN lookup tools, download a larger set of KWs, let’s say 200-250, and manually select the most relevant KWs for your campaign.

In Cerebro, set

• Search Volume = 300

• Ranking Competitors = your total # of ASINs in your lookup

• Competitor Search Rank = 60 (or the number of products on the first page for your category)

Download and copy your search results into your master spreadsheet

Add Priority/Relevancy column

Review each KW and find your high and medium relevancy products.

As part of the Welcome Module, go to our resource page for more tools of the trade.

Spy on your competitors and see what keywords Amazon suggest for them. You can use the same keywords to appear where they are.

If you have trouble expanding your brand and reaching new customers I love using Frequently Bought Together tactic. This will allow you to explore new possibilities of targeting products that you might not have considered.

Strategy 1, Use Blackbox and select Frequently Bought Together for Source to create a product target

Strategy 2, use Cerebro to search for KWs for one of the Frequently Bought Together. Set Organic Rank to 1 to 1 and Search Volume = 300

Strategy 3, go to Amazon product pages and manually extract products from Frequently Bought Together Section

How many sales should I expect? This will vary based on the tactics you use. You can use this formula to predict traffic for PPC.

In this video, we hand-pick 3-5, really, should be 3 when you first start out, keywords we should focus across all our marketing efforts and product listing. We also discuss a way to predict traffic based on the keywords you selected.

In this video, we look at other tools that you can leverage for your keyword research.

• http://sonar-tool.com/us/ Free

• https://keywordtool.io/amazon Paid

• https://app.scientificseller.com/#/ Free

• https://www.merchantwords.com/trafficandconvert $30 $9 per month

• https://ads.google.com/home/tools/keyword-planner/ Free, not as relevant for Amazon buyers. More for finding topics on writing articles that can lead to your product page.

• Helium10 http://link.jasonchan.co/h10 enter JASON50 for 50% off your first month OR enter JASON10 for 10% off any plan.

What's the best product title format? Click here for the latest update from Amazon regarding the maximum number of characters for your title and cateogry. I will continue to reference the upload files provided by Amazon and the tooltips on Amazon.

Click here to find a list of all categories and the requirements from Amazon.

Use https://www.lettercount.com/ or Helium10 Scribble to count your letters.

Title Format

[Phrase #1] [Phrase #2] [Keyword #1] [Keyword #1] [Size] [Color] [Material] [Quantity] [Brand]

I talk about the overall Buyer's Journey - Awareness, Consideration & Decision and how we should structure our copy to address trigger points.

Bullet Point Outline (see video for more details)

• Right-For-Me

• So-You-Can

• So-You-Can

• So-You-Can

• Brand Focus or Promotion

Make sure you have at least 5 images:

1. White background image

2. Multiple lifestyle images, showing how to use your product or to show product size that a white background cannot show

3. Multiple close-ups showing different parts of the product

4. Comparison image, you vs. them

Need help with taking product images? Try Fiverr Product Images http://link.jasonchan.co/fiverr-images

• Search Term (250 character limit) add the remaining high, medium and even low relevancy keywords (in that order) that you did not use in your product title or bullet points here. No ASINs or brand names, Amazon will not index them and you will waste your character limit.

• Subject Matter - I would add remaining medium and low relevancy keywords (in that order) from Search Terms

• Towards the end of the video, I explain the feature section on an Amazon category page. Those fields might not be available on the backend to be indexed, instead, research your category and add those field names to either search term or subject matter.

• To apply for brand registry, go to https://brandservices.amazon.com/. After you are registered and approved, you should have access to Enhanced Brand Content and other branding tools.

• Use EBC as a branding tool once you have everything done first.

Generally can be found under the Keywords and More Details tab of your product page.

Target Audience, Intended Use, Other Attributes... this fields map directly to Amazon left hand navigation and guides buyers to find specific products.

Amazon customers find products through search and browse. When customers browse, they can further refine their search by choosing specific product categories and subcategories.

You can use the Product Classifier or a Browse Tree Guide (BTG) to help you identify the correct categories for your products.

A Browse Tree Guide is a category-specific document that provides unique numbers and keywords that are associated with a certain browse path on Amazon. You can use this information to assign your products to specific categories and subcategories.

To use a Browse Tree Guide:

1. Go to Inventory File Templates and download the appropriate Browse Tree Guide.

2. Follow the instructions in the guide and choose the categories and subcategories for your products. Use the corresponding browse node IDs when you upload your inventory template file.

3. For additional field information within your BTG, go to https://sellercentral.amazon.com/gp/help/1641?