PPC 360 Presentation - Smart China Sourcing Summit - Hong Kong 2016
Transcript of PPC 360 Presentation - Smart China Sourcing Summit - Hong Kong 2016
“ “The definition of insanity is doing the same thing over and
over again, but expecting different
results”.
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The Magic Bullet (not)PPC will not save the productBuild in plenty of optimisation budget Learn the art of patience and persistence
*How you think is important…
Everyone want’s more sales…You double the ad spend, right?
…WHY NOT FIX CONVERSION ISSUES?
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%
PPC Is Not Linear
Competition drives CPC’sACoS tends to be high on low cost productsDevelop a keyword strategy to fit the bugdet
Head Keywords
These keywords will start to mount up fast
Units Head Keywords Avg CPC
1 Competitive Keyword (1) $3.992 Competitive Keyword (2) $2.663 Competitive Keyword (3) $2.444 Competitive Keyword (4) $2.105 Competitive Keyword (5) $1.99
Long Tail Keywords
These ones will help reduce your overall budget
Units Long Tail Keywords Avg CPC
1 Long Tail Keyword (1) $0.902 Long Tail Keyword (2) $0.853 Long Tail Keyword (3) $0.804 Long Tail Keyword (4) $0.755 Long Tail Keyword (5) $0.706 Long Tail Keyword (6) $0.607 Long Tail Keyword (7) $0.508 Long Tail Keyword (8) $0.40
Again…PPC Is Not LinearThe goal is to reduce conversion costsFind long tail keywords that convert Look to make up lost search volume Use Amazon’s Auto Campaign Data
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80/20 rule - Less is more…Get Amazon to validate your ASIN
Patience of a saintRemove the desire to tweak
Try changing the background color, font colors and add in different photos or icons.
Waiting is boring….
Here are some strategies you can try on your own campaigns…
1. Stacking Auto Campaigns 2. Rotating Auto Campaigns 3. High and Low Method
* Stacking Auto CampaignsWhat you will need for this experiment:1.Excel2.Buckets of patience 3.A notepad to document each change (Bread crumbs)4. A text file to keep all your negative keywords (Wash list)
* Stacking Auto Campaigns 1.1
Goals
1. Raise conversions2. Reduce budgets 3. Find new long tail keywords
* Stacking Auto Campaigns 1.2Eventually 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…
* 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
* 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.
* 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.
* 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…
* 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
* Stacking Auto Campaigns 1.8
Phase 2 – Setting up Auto Campaign 2Setup new Auto at higher CPC and set daily budgetReview wash list from Campaign 1 and add as Exact Negative MatchRun report after 7 daysOptimise for relevancy as before
* 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% reductionReview Negative Match for blockage (impressions/clicks)
* 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
Rotating Auto Campaigns…
1. Similar process to the Stacked Campaign 2. Rotate each day (same time) 3. Don’t turn off; reduce bids instead
* Hi Lo Method1. Run an Auto with high bid (3.00-5.00) and daily budget (20.00), this is to find high comp keywords2. 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.
* 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
Recap…Think about baking in PPC (Sourcing Stage)Don’t Push The Bolder (ACoS Hell) Reduce TweakingTune Your Listing Using Auto Campaigns Diversify Your Keyword Portfolio
* Resources
facebook.com/groups/amzclassroom/files/
facebook.com/groups/AmazonPPC/files/
dannymcmillan.com/#downloadsMy Free PPC Tool
Amz Profit Pros
Amazon PPC Troubleshooting
London Meetupmeetup.com/TheAmazonSeller_UK/