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Today’s Agenda
1) Not Fully Understanding Your Advertising Goals
1) Not Getting Granular Enough with Your Campaign Strategy
1) Not Using Data to Make Decisions
1) The Meaning Behind ACoS Calculation
1) Not Optimizing Your Listing for Conversion Rate
1) Seller who set it and Forget it
Understanding Your Goals Before Structuring Campaigns
1) Volume & Speeda) You can grow volume quickly by maximizing exposure & impressions
through aggressive bidding, but you're going to sacrifice efficiency.
1) Efficiency & Speeda) You can increase efficiency quickly by cutting out wasted spend which
entails cutting bids on inefficient keywords & pausing poor keywords altogether.
1) Volume & Efficiencya) You can increase both volume & efficiency in any advertising
campaign, but not on day 1.
Sponsored Product Campaign Structuring
SPONSORED PRODUCT CAMPAIGN SET-UP
AD GROUPSCAMPAIGN NEGATIVE
KEYWORDS
KEYWORD MATCH TYPE
BROAD PHRASE EXACT
AUTO TARGETING CAMPAIGN
MANUAL TARGETING CAMPAIGN &
SINGLE ASIN
← Profitable Keywords
MATCH TYPE NEGATIVE KEYWORDS
Manual & Automatic Campaigns
● Goals Will Determine Ad Group Differentiation ● Sellers can add up to 1,000 keywords per Ad
Group
● Give All Your Products a Chance to Perform● Data Harvesting● Actions are driven by your company’s goals
Automatic Manual
Keyword Match Types
AdGroup Harvest Goals✓ Broad Match: 30-90
keywords✓ Phrase Match: 20-40
keywords✓ Exact Match: 5-20
keywords
Three Must-Use Traffic Tools
Merchant Words& MOZ & A9 Auto-Suggest
The Hashtag The Keyword Research Report
Optimize For Traffic
That’s ½ the Battle
Do Keyword Research Write 50% for Humans50% for Bots
Clicks Just as Importantas Conversions
What’s a Good ACOS?
AMZ Fee 25%
35%COGS
10%Overhead
30%Profit before PPC spend
30%20%
Break Even ACOS
Target Profit Margin
10%
Target ACOS
What’s a Good ACOS?
AMZ Fee 25%
35%COGS
10%Overhead
30%Profit before PPC spend
30%20%
Break Even ACOS
Target Profit Margin
10%
Target ACOS
ACOS < 30%: ads are profitable
ACOS < 10%: hit your target profit margin
Benchmark Data
3% 5% 17% 6-8%Good
Conversion RateAmazing
Conversion Rate1-800 Flowers Your Average
Target
The 3 Things that Amazon Values the Most
1) Utilizing Sponsored Ads and AMS = $
2) Inventory is available Prime ( Fulfilled by Amazon) = $$
3) Conversion is made = Amazon gets a Referral Commission = $$$
The Perfect Amazon Transaction
$$$$ that Amazon Values the Most
1) Heaviest weight placed on conversions
2) Not all conversions are created equal
3) For same keyword, would amazon rather have the person buy 1
or 5?
Today’s Recap
1) Understand Your Advertising/Business Goals Before Jumping in
1) Get Granular with Your Campaign Optimizations
1) Calculate Your Ideal ACoS before Creating Your SP Campaigns
1) Ensure You’re Using Data to Inform Decisions
1) Look at your Listing Conversion Rate Before Jumping into Sponsored Products
1) Don’t Set it & Forget it!
BONUS
❏ The Amazon Conversion Spreadsheet I Use To Run My Business!
AVAILABLE UNTIL END OF DAY TODAY
skubana.com/goldPASSWORD: nuggets
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