PPC 360 Presentation - Smart China Sourcing Summit - Hong Kong 2016
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Presentation on Amazon Sponsored Ads from The Smart China Sourcing Summit in Hong Kong at the Global Sources Show - April 2016.
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PPC 360 Presentation - Smart China Sourcing Summit - Hong Kong 2016
- 2. About Me Music Start ups PPC & Conversion Optimization Amazon FBA Why I’m here
- 3. “ “The definition of insanity is doing the same thing over and over again, but expecting different results”.
- 4. “ “Lucky for us we don’t need to be as smart as Albert”
- 6. * The Magic Bullet (not) PPC will not save the product Build in plenty of optimisation budget Learn the art of patience and persistence
- 7. But…Don’t Push The Bolder
- 8. Shiny Objects Choosing the right product, trumps PPC dexterity… This is often overlooked
- 9. * How you think is important… Everyone want’s more sales… You double the ad spend, right? …WHY NOT FIX CONVERSION ISSUES?
- 10. * How do I reduce my ACoS?
- 11. Start With The Product Selling at $10 means your ACoS is 20% Selling at $30 makes it look far sexier PPC Spend (CAC) Sales (RRP) ACoS $2.00 $10 20% $2.00 $20 10% $2.00 $30 6.7% $2.00 $40 5% $2.00 $50 4%
- 12. Avoid The ACoS Hill
- 13. PPC Is Not Linear Competition drives CPC’s ACoS tends to be high on low cost products Develop a keyword strategy to fit the bugdet
- 14. Head Keywords These keywords will start to mount up fast Units Head Keywords Avg CPC 1 Competitive Keyword (1) $3.99 2 Competitive Keyword (2) $2.66 3 Competitive Keyword (3) $2.44 4 Competitive Keyword (4) $2.10 5 Competitive Keyword (5) $1.99
- 15. Long Tail Keywords These ones will help reduce your overall budget Units Long Tail Keywords Avg CPC 1 Long Tail Keyword (1) $0.90 2 Long Tail Keyword (2) $0.85 3 Long Tail Keyword (3) $0.80 4 Long Tail Keyword (4) $0.75 5 Long Tail Keyword (5) $0.70 6 Long Tail Keyword (6) $0.60 7 Long Tail Keyword (7) $0.50 8 Long Tail Keyword (8) $0.40
- 16. Again…PPC Is Not Linear The goal is to reduce conversion costs Find long tail keywords that convert Look to make up lost search volume Use Amazon’s Auto Campaign Data
- 17. * 80/20 rule - Less is more… Get Amazon to validate your ASIN Patience of a saint Remove the desire to tweak
- 18. Try changing the background color, font colors and add in different photos or icons. Waiting is boring….
- 19. Low bid 0.35 ACoS 4.8% Zero Optimisation
- 20. No Negative Keywords Maybe We Got Lucky?
- 21. Low bid 0.50 ACoS 10% Optimisation – 32 Negative Keywords
- 22. Here are some strategies you can try on your own campaigns… 1. Stacking Auto Campaigns 2. Rotating Auto Campaigns 3. High and Low Method
- 23. * Stacking Auto Campaigns What you will need for this experiment: 1.Excel 2.Buckets of patience 3.A notepad to document each change (Bread crumbs) 4. A text file to keep all your negative keywords (Wash list)
- 24. * Stacking Auto Campaigns 1.1 Goals 1. Raise conversions 2. Reduce budgets 3. Find new long tail keywords
- 25. * Stacking Auto Campaigns 1.2 Eventually your campaigns will look something like this: 1. Campaign 1 (0.20 / 10.00) 2. Campaign 2 (0.40 / 10.00) 3. Campaign 3 (0.60 / 10.00) 4. Campaign 4 (0.90 / 10.00) ***Play with daily budgets (high velocity category) to find sweet spot…
- 26. * Stacking Auto Campaigns 1.3 How it works… 1. Set up an Auto Campaign and set Daily budget and Bid. 2. Run for at least 48/72 hours but highly recommend 7 days (Amazon reporting has a time lag) -we want to qualify the data as best as possible. 3. Download a Search Term Report and open in Excel
- 27. * Stacking Auto Campaigns 1.4 4. Check for random keywords; cut and paste each phrase into Amazon search and review for relevance. ***Example; let’s say you sell an organic product for 22.99 and everything on the page is a chemical based product with the average price of 5.99.
- 28. * Stacking Auto Campaigns 1.5 Note: random keywords can convert and will convert so reviewing data with this method is important. Create a text file and dump all non relevant keywords (wash list) Add keywords as negative Exact Match.
- 29. * Stacking Auto Campaigns 1.6 Document this without fail – •Date and changes made •Observations •Record ACoS, Clicks and Impressions ***Over a period of time you should notice the Budget reducing through weeding the reports…
- 30. * Stacking Auto Campaigns 1.7 Tuning your listing Review your wash list Revise your Title (be careful) Revise backend keywords *** This is to help Amazon with serving the most relevant keywords
- 31. * Stacking Auto Campaigns 1.8 Phase 2 – Setting up Auto Campaign 2 Setup new Auto at higher CPC and set daily budget Review wash list from Campaign 1 and add as Exact Negative Match Run report after 7 days Optimise for relevancy as before
- 32. * Stacking Auto Campaigns 1.9 Phase 2 – Things to watch out for… Auto 1 can dip after Auto 2 intro (algo sways to higher CPC) Ranging from 15-20% reduction Review Negative Match for blockage (impressions/clicks)
- 33. * Stacking Auto Campaigns Recap 1. Campaign 1 (0.20 / 10.00) - Week 1 2. Campaign 2 (0.40 / 10.00) - Week 2 3. Campaign 3 (0.60 / 10.00) - Week 3 4. Campaign 4 (0.90 / 10.00) - Week 4 *Play with daily budgets (high velocity category) to find sweet spot. **Check negatives for blockage ***Review drop off rates post intro to each Campaign
- 34. Rotating Auto Campaigns… 1. Similar process to the Stacked Campaign 2. Rotate each day (same time) 3. Don’t turn off; reduce bids instead
- 35. * Hi Lo Method 1. Run an Auto with high bid (3.00-5.00) and daily budget (20.00), this is to find high comp keywords 2. For long tail switch to a low bid between 0.25- 0.50 for a couple of weeks. 3) You may either keep your low bid campaign running or Switch to a bid in the middle; extract the winners & losers.
- 36. * Hi Lo Method Cont… 4) Download a recent Search Term Report (SC > Reports > Advertising Reports > Search TermReport > Request Report) 5. Repeat the validation process for optimising your keywords and validating your listing as per Method A & B. Author: Brian Johnson PPC TroubleShooting Forum
- 37. Recap… Think about baking in PPC (Sourcing Stage) Don’t Push The Bolder (ACoS Hell) Reduce Tweaking Tune Your Listing Using Auto Campaigns Diversify Your Keyword Portfolio
- 38. * Resources facebook.com/groups/amzclassroom/files/ facebook.com/groups/AmazonPPC/files/ dannymcmillan.com/#downloads My Free PPC Tool Amz Profit Pros Amazon PPC Troubleshooting London Meetup meetup.com/TheAmazonSeller_UK/
Hinweis der Redaktion
- Hi I'm Danny McMillan
- 1.Spent first half of my career in the music industry, travelled the world as a DJ and made records all day 2.In 2008 I raised money for a music startup 3. This is where I developed my love of COR and PPC 4. Which lead me to FBA in March 2015 5. My partner I, are here on a sourcing mission to scale up ready for Q4
- 1.Today I am offering a look at PPC through a different lense and hope you guys can get value
- 1.You won't need to be as smart as him!
- 1.Nor him
- 1.We are looking at baking in PPC from the beginning. But like any form of marketing the product needs to be front and center - As the saying goes " You can't polish a turd" 2.This will require you to be discipline 3. And plenty of patience
- 1. There is no point in pushing the bolder up the hill when there is no reason to. Getting your product hypothesis right up front is essential...
- 1.You can spend a lot of time fighting the competition in a high velocity market or pick a different product. 2.It is that simple...
- 1. How you think is important 2. We know everyone is looking for more 3. Most people will double their ad budget without fixing conversions.
- The most common question asked today regarding Sponsored Ads
- 1.Let's start with the product 2. Column one is our Customer Acquisition Cost 3. Two, Is the retail price on Amazon 4. And three, id the Advertising Cost of Sale 5. At $10 you are pushing against the tide 6. At $30 you can boost to anyone that listens you have an ACoS under 10%
- The moral of the story is don't make hard work of something when there is a lesser path to resistance
- 1. Of course PPC is not linear 2. Competition drive up Cost Per Click 3. Although, generally low priced items have a higher ACoS than products at premium price points 4. Setting a keyword strategy is essential
- 1. Your head keywords will start to blow through your budget if not managed correctly.
- 1. However, blended with long tail variations can help bring down your overall budget, making it easier on your to make PPC a channel of profit rather than break even on lost leader...
- 1. Again, I must stress PPC is not linear 2. The goal is to reduce conversion costs 3. Make sense of the long tail 4. Make up low impression volume 5. Use Amazon's own data
- 1. 80/20 - Less is more 2. Use the Auto Campaign to tune your listing 3. Remove the inconsistency of tweaking 4. Develop your patience muscle
- 1. Now we wait 2. But waiting in boring
- 1. Here is a an Auto Campaign with a low bid 2. Low ACos 3. With zero optimization 4. It is easy and common to dismiss auto campaigns as junk data, but it is great for tuning your listing so Amazon can understand your product...
- 1. This pertiular campaign has no Negative Keywords. 2. Maybe we got lucky?
- 1. Here is another one 2. Low bid 3. 10% ACoS 4. Minimal optimisation