On April 4th, Andrew Maff & Rich Patterson of Seller's Choice to talk about their Amazon PPC Funnel Strategy AND enjoy a drink. Yeah, the slides are awesome, but the drinks were even awesome-r. These slides are from that epic webinar. Why? Because we believe everyone should use these to improve their Amazon PPC strategies. Just think, you'll be better than everyone else who doesn't read it. We touched on every aspect we could think of for how we manage our Amazon PPC campaigns here at Seller's Choice. We touched on some basics but, if you don't know the basics, this webinar isn't for you. Check out the slides attached here and feel free to reach out if you have any questions! SUBSCRIBE to our YouTube channel to see all of our other webinars! SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT

1. AMAZON ADS IN 2019
THE ULTIMATE AMAZON PPC
WORKSHOP/HAPPY HOUR

2. Director of Marketing
and Operations at
Seller’s Choice
Over a decade in e-commerce
marketing
Helped many sellers scale to
well over 8-figures
Digital strategy expert
Amazon Advertising Sponsored
Accredited
Married & loves a good glass of
whiskey (no relation)
PAID ADVERTISING
COORDINATOR
Amazon sponsored ads
specialist
Targeted advertising strategist
Advertising campaign
coordinator
Amazon SEO strategist
Enjoys a gourmet meal, so long
as you’re paying.

4. LOOKING TO LEARN THE KEYWORD FUNNEL STRATEGY
WANTING TO REDUCE YOUR ACOS
TIRED OF COMPETITORS KICKING YOUR @$$
TRYING TO SCALE YOUR PPC CAMPAIGNS
READY FOR SOME DRINKS….

5. THE BASICS
ARE YOU CURRENTLY
ADVERTISING ON AMAZON?

6. THE BASICS
LET’S TOUCH ON THE BASICS

7. THE BASICS - AD TYPES
Sponsored
Brands (Formerly
Headline Search)
Sponsored
Products
Product
Targeting

8. THE BASICS - CAMPAIGN TYPES
AUTOMATIC
● Keywords, ASINs & placements selected for you
● Negative keywords available
● Bid adjustments: Close Match, Complements,
Loose Match, Substitutes
MANUAL -
SPONSORED PRODUCTS
● You select keywords & ASINs
● Placed in beginning, middle and end of search
results
● Negative keywords available
● Bid adjustments on keywords
MANUAL - SPONSORED BRANDS
(FORMERLY HEADLINE SEARCH)
● You select keywords, ASINs, & landing page
● Placed at top of search results
● Negative keywords not available
● Bid adjustments on keywords
MANUAL -
PRODUCT TARGETING
● You select ASINs and products & categories to
target
● Placed under Buy Box
● Negative product & brands available
● Bid adjustments on ASINs and categories

9. THE BASICS - KEYWORD TYPES
EXACT:
ben roethlisberger jersey
PHRASE:
black ben roethlisberger jersey large
BROAD:
black ben roethlisberger number 07 jersey large

10. THE BASICS
DO WE NEED TO TOUCH ON THE
BASICS MORE?

11. STRUCTURING CAMPAIGNS
AUTO CAMPAIGNS: Big Ben - Auto
AD GROUPS: Big Ben Home - Auto
Big Ben Away - Auto
SP CAMPAIGNS: Big Ben - Manual
AD GROUPS: Big Ben Home - Research
Big Ben Away - Research
Big Ben Home - Success
Big Ben Away - Success
PORTFOLIO: STEELERS
PT CAMPAIGNS: Big Ben - Product
AD GROUPS: Big Ben Home - Product
Big Ben Away - Product
SB CAMPAIGNS: Big Ben - Headline

12. BID ADJUSTMENTS
HOW OFTEN DO YOU
OPTIMIZE?

13. BID ADJUSTMENTS
THE CORRECT ANSWER IS….

14. BID ADJUSTMENTS
*WEEKLY!
*Excluding busy seasons or holidays

15. BID DECREASING
KEYWORD/PRODUCT TARGETING BID DECREASES
*If 5-15% above target ACoS: Reduce bids by 15%
*If 16-25% above target ACoS: Reduce bids by 20%
*If 26%+ above target ACoS: Reduce bids by 30+
*If $10-$15 spent and more than 10 clicks with no sales: Reduce bids by 10%
*If $16-$20 spent and more than 10 clicks with no sales: Reduce bids by 20%
*If $21+ spent and more than 10 clicks with no sales: Reduce bids by 30%
*Adjust numbers based on goals

16. BID INCREASING
KEYWORD/PRODUCT TARGETING BID INCREASES
*If 10%+ below target ACoS: Increase bids by 10%
*If less than 5 clicks with no sales: Increase bids by 10%
*Adjust numbers based on goals

17. SCALING CAMPAIGNS
DOWNLOAD SEARCH TERM REPORT
ADD *SUCCESSFUL KEYWORDS
*Success is defined by your goals

18. WHAT TO WATCH FOR
BLEEDING KEYWORDS
BUT WHAT IS A BLEEDING KEYWORD?

19. THE FUNNEL STRATEGY

20. WHO DOES THIS
WORK FOR?!

21. EVERYONE

22. EVERYONE

23. REASONS YOUR CAMPAIGNS SUCK
Product Targeting
Better for Brands
Sponsored Brands
Better for Large Product Lines
Sponsored Products
Better for “Non-Window Shopping” Products

24. REASONS YOUR CAMPAIGNS SUCK
● Listing Optimization/EBC!!!!!
● Competition
● Bad reviews
● Bad landing page (Sponsored Brand)
● Keywords too broad
● Lack of keywords

25. SO…
HOW DO WE DO IT?!

26. IT’S A
SECRET!

27. JUST KIDDING

28. JUST KIDDING
...KIND OF.

29. THE SPREADSHEET METHOD
Download bulk files
---> Filter
---> Optimize bids
---> Upload bulk files
MERGE BULK FILES!

30. READY TO
OPTIMIZE THOSE
CAMPAIGNS?!
...OR IS IT TOO MUCH?

31. WE CAN DO IT FOR YOU!
Email: andrew@sellerschoice.digital

32. FREE STUFF
AMAZON PPC AUDIT
$750 value
30 MINUTE MARKETING AUDIT
SellersChoice.digital/Webinar-Contest
Password: happyhour
@AndrewMaff
DOWNLOAD!
Optimized Amazon Listings
to Increase Conversions and WIN!
bit.ly/AMZListOpt

33. THIS WEEK ONLY!
$500 AMAZON PPC AUDIT$750 value Email: andrew@sellerschoice.digital
● 6 Pages of Deep Diving Info.
● Structural Suggestions
● Keyword Strategies
● High Level AND Granular Look Into Campaigns

34. THANKS FOR
ATTENDING OUR
WORKSHOP/HAPPY HOUR!