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

You might have seen part of this strategy on my webinar, but please watch the entire session to fully grasp the strategy. This module will lay the foundation for module 4. If you do not implement module 3 correctly, it will be difficult for you to follow along and see great results.

Commit to this process.

Go to Module 3 Resource & Download Section to download the template

Two ways of creating campaigns, manually using the Amazon Ads dashboard OR uploading via the Bulk Operations tab. This video is about creating ads manually through the dashboard. I recommend bulk operations for efficiency and speed, which I will show you later on, but want to show you an alternative method.

This covers campaign and ad group creation using the Bulk Operations upload (go to Module 3 Resource & Download Section). I recommend that you start using this format to get yourself comfortable using this spreadsheet. This will help reduce the time you need to spend with optimization and allow you to quickly track and make updates.

The Mining Tab in the Bulk Import Template spreadsheet will create all your mining campaigns, all you need to do is update your campaign names, bids and sku information. Download it from this modules download section.

We're creating an Auto Top Search Campaign to mine for new search terms. Search terms that are converting will be promoted to the advanced campaigns.

This auto campaign will mine for new ASINs that we want to target for our advanced campaigns.

We're setting up your mining manual campaign based on the keyword research done from Module 1 (from Amazon Traffic & Convert Masterclass Part 1). Create your manual campaign, and your broad and phrase match types ad groups. I went over the exact ad group match type as well, but it's not necessary.

All my mining campaigns do not have exact.

Let's target your competitors! This is a great way to take market share away from other brands if you think you have peaked in your sales. Since 50 to 80% of sales occur from the product page, this is a must for Amazon business as well.

Set this as an ad group on your current manual campaign.

Manually grab all the ASINs or use Helium10 ASIN Grabber tool of all the products on the first page for your primary keywords(s).

Put this ad group to the existing manual campaign.

Do not exclude your own brand when you first start, this will allow Amazon to include other similar product you might sell as a part of your brand.

Negating ineffective or non-converting search terms will

• Reduce your wasted ad spend and allocate more of your budget to things that are working

• Improve your general ACoS

The resource guide for this video is Negate_STs_KWs_ASINs.pdf.

Watch this video to understand how the promotion process works before diving into the details.

If you heard of the 80/20 rule, then you should know what the 80/20 Campaign should be about. This campaign focuses on keywords that are producing about 80% of the sales. The 80/20 Ad Group should exist under the current manual campaign.

Criteria:

1. Download your Search Term report (60 days) and run a pivot report to see which keywords/search terms are producing 80% of the sales.

2. You should have 1-3 keywords and no more.

3. Each of these keywords/search terms must be in its own ad group as different match types. ie Fishing Pole Broad, Phrase and Exact match type.

The resource guide for this video is Promote_STs_KWs_to_80_20.pdf

This ad group focuses on search terms and keywords that are converting, but not exactly at a great ROI. The purpose here is to optimize these search terms to see if we can make it profitable and possibility, find new search terms.

The resource guide for this video is Promote_STs_KWs_to_High_ACoS.pdf

This ad group focuses on search terms and keywords that are converting, at a great ROI. The purpose here is to put these profitable terms together and scale it!

The resource guide for this video is Promote_STs_KWs_to_Low_ACoS.pdf

Additional tactics when using Category targeting you can add:

1. Brand - to take market share from your competitor

2. Price Range targeting - to target products that are more expensive or less expensive than yours. Present a budget-friendly or premium product.

3. Review Star Rating - target products with a lower rating when compared to yous.

Add this to your existing manual campaign.

Most sellers lose money with Sponsor Brands, but I'm going to teach you a technique that will help you get better results.

On this video, we're optimizing our campaigns using the Amazon Optimization Report Google spreadsheet. Please go to Resource section to find the link and make a copy of the report.

This report will have several tabs at the bottom.

• Breakeven/Profit is where you list all your products, costs, breakeven and your target ACoS. Copy your previous assignment here.

• Optimize tab is where you will perform most of your work. DO NOT MODIFY the first 4 columns in yellow:

  • Avg CPC (average cost per click) is calculated as follows, Spend/Clicks

  • CVR (conversion rate) is calculated as follows, Orders/Clicks

  • AOV (average order volume) is calculated as follows, Sales/Order

  • TACoS Bid (target advertising cost of sales) is calculated as follows, AOV*CVR*TACoS. This looks your TACoS from your Breakeven/Profit tab. Based on this data, it will suggest what your bid should be and how much you can afford and still hit your TACoS.

Key points to remember when optimizing

Its good practice to never bid more than double your current max bid. For example, if your current Max Bid is $1.50 and your TACoS Bid is $4, I would set my Max Bid to $3. The next time you optimize your ads, you can bid $4 or whatever the new calculated TACoS Bid will be.

Before you start optimizing, let's understand what we're optimizing towards. Let's understand what our breakeven, target ACoS AND true ACoS. You must fill in this spreadsheet in order to optimize your campaigns to your target ACoS. This is basically the same framework that other 3rd party Amazon Ads Management tools offer (ie. Teikametrics, Sellics...). Feel free to open the below spreadsheet and follow along.

To Do:

• Click on this link and make a copy of this Google Sheets. https://docs.google.com/spreadsheets/d/1tfBS8pEOs1b34qsXgsJ6gxZI-H3h69xtZXM8_HCJ4KM/edit?usp=sharing

• Fill in this sheet with your products