The Ultimate Amazon PPC Workshop/Happy Hour
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On April 4th, 2019 our own Andrew Maff sat down with our very own Rich Patterson to discuss the Seller's Choice Amazon PPC Funnel Strategy, proper bidding optimizations, campaign structure and much more!
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Welcome again to the Amazon ads in 2019. Actually we're just gonna be like, oh, Amazon PPC workshop/Andrew and Rich want to drink while we do this, but in the past six months so much has come out with Amazon that I feel like has not been touched on well at all from what we've seen. So we kind of took this is as our opportunity to chat it up. So that's what we're going to do, so to tell you a little bit about us. You know what I'll let you start up.
Rich Patterson: All right. Well, hello, my name is Rich, I am currently and forevermore an Amazon PPC specialist here at Seller's Choice. All right, I got my [solid 00:00:48] in content and keyword research. And I really started to get my feet in the water, you know, helping manage Amazon PPC advertising campaigns for smaller clients. And as I move more towards bigger clients, I work with constructing massive accounts with over 30,000 or 40,000 as [inaudible 00:01:09] an individual products in them, so I'm pretty well versed in this. I see what works you know what sticks and what doesn't. So I look forward to sharing this with you guys, and you know just building value where I can.
Well, Andrew Maff, I have been in digital marketing for I think about 12, 13 years now, in and out of eCommerce a lot of time but have spent probably the past six, seven years in eCommerce and in Amazon specifically obviously being one of them. I'm the Director of Digital Marketing here at Seller's Choice and Rich and I work together and we decided you know what, it's time for us to do our own webinar on Amazon PPC. So we did that poll. All right, so here's the ... Let me give you the basic webinar stuff that I'm required to do. Of course, we have a Q&A at the end just like everyone else always has, but I don't really like doing Q&A's at the end I'd rather tell you guys like, hey, we had a great time. Good job. Usually after about an hour, maybe 45 minutes, you're kind of tired of listening to us anyway.
Andrew Maff: So feel free to send us questions throughout this entire thing. I'm going to check the questions on the board, I will try to approach them as we go through each individual topic. And then of course, for everyone who sticks around, we have some free stuff at the end. Yeah, standard, you know, like, we got an eBook that I suggest you download, it's not gated, just download it and use it and read it. But then we have a ton of other stuff we're giving away, especially we're doing some audit, so Rich will completely audit your account for you. And we're just going to give one of those away. And I got a bunch of other stuff too, we're going to talk about. But so just to give you guys a little high level of what it is we're talking about today. So of course, we're going to go through our keyword funnel strategy, as we start to go through this webinar, or workshop. I hate the word webinar, I don't know why, but you'll also learn that I hate the word funnel.
Andrew Maff: And so I'm going to call it a funnel. If you can think of another word besides funnel, I will like call it, you know, the Pam, from England strategy as long as I can stop calling it a funnel that would be great. We got someone from Australia now.
Rich Patterson: We should call it the webinar funnel.
Andrew Maff: There are no penguins from Antarctica here, Brad. But thank you. Of course, very common question is reducing your ACOS. We've actually found here reducing your ACOS is kind of the easy part. It's scaling that's usually the difficult side of it. Of course, you have competitors were probably kicking your ass. So we're going to show you how we can kind of block and tackle there. Scaling your PPC campaigns, or you really just want to have a drink and you have no idea what we're talking about. And that's fine too.
Rich Patterson: That's cool. [inaudible 00:03:51]
Andrew Maff: Why not? You do you. All right. So click. All right, currently advertising on Amazon. So this is where I was going to launch that poll, but I did it already so. Yeah. So we're going to touch on the basics. No one wants to touch on the basics, I get that. I'm going to make this super quick, we'll go really high level. So another thing you guys will learn Steelers fan, so I use them as an example every time. So real quick, real basic sponsored brands, used to be called headline ads. If you search something on Amazon, it's usually that top of the bar up at the top. You can see it there. And then your sponsored products are usually the first couple right below that headline ad/sponsor brand ad.
Andrew Maff: And then of course, there are also throughout the search, I believe it's like every 10 or 15 products there's two more or four more sometimes. And then of course, there are the ones that show up technically as an auto campaign, which I'll get into on the listing itself and then you have the product targeting ads, which is something new that came out about six months ago where it finally got released.
Rich Patterson: Yeah, that was around December ... No.
Andrew Maff: It was earlier than that.
Rich Patterson: Yeah, like October, October around there.
Andrew Maff: So those are on the listing itself. If you have questions about where the ads actually are, just shoot me an email or something we'll get into it.
Rich Patterson: And remind me to get back to the product targeting because that's new so it has a lot of potential for growth and a lot of potential for returns but also a lot of potential which between the [whole 00:05:18]. Be careful about it I've seen a lot of dudes waste a lot of money trying to sell their thing up against something they should not have be against. Let's get into that [crosstalk 00:05:26]
Andrew Maff: All right, I agree we should touch on that because that is brand new, so this one these are your keyword and ... Pretty much your keywords or your campaign types, right? So you have the automatic campaign basically you just say hey Amazon here's my product go advertise it, cool they do that. Manually sponsor product so that is giving it a keyword, hey Amazon, here's my product also show it for this keyword that's basically what that is. And then the sponsor products ... Sorry sponsored brands, so that's your headline ads you should be all headline ads. That's basically a hey, Amazon, here's my storefront or here is several products. And here's some keywords please advertise that and then the newer one relative new, it's about six months but I still call new. The product targeting where you basically say, hey, here's my product, show it on that product. That's basically how those work. So high level stuff.
Andrew Maff: Exact, phrase, broad those are your keywords. You have your exact match, which basically means, hey, show for this keyword that's it, like Big Ben. And then you have your phrase like, hey, show for this keyword as well as some stuff on either side of it. And then hey, show for this keyword or if people shop stuff in the middle of it. That's how those work, right? So let's do a quick poll, just because I know we got about 30% of you ... Do you want me to touch on the basics more? So tell me yes or no, I'll make this quick.
Rich Patterson: Easily touch on the basics.
Andrew Maff: We can go back to the basics. I can make them real quick, or I can touch on them longer. Sitting at a hard 90 percent No right now so. I don't want to say majority wins, but it depends on what the majority is.
Rich Patterson: And if it's 90 percent, it might win.
Andrew Maff: Yeah.
Rich Patterson: That's a passing grade.
Andrew Maff: [inaudible 00:07:02] You got 10 seconds and then I'm getting out of this. Five, four, three, two ... All right, 87 percent of you don't want me to touch on the basics more, 13 percent of you do. So for those 13 percent as I start to go through these, please just shoot us a question and I'll touch on them as we get through this. Just because there's a lot and I have a feeling that the more we drink, the more we're going to rant. So we're going to make this into-
Rich Patterson: I'm a ranter.
Andrew Maff: Rich is a ranter. So all right, structuring campaigns This is like right off the bat where we're immediately going to get someone who messages us and says you structured them wrong and blah blah, and great then you go do it. So here's how we do it, so you have an auto campaign, right? So your auto campaign is basically ... Usually a category, right?
Rich Patterson: Yeah.
Andrew Maff: I guess we can call it a category.
Rich Patterson: Okay. How do I [inaudible 00:07:59] your automatic campaign-
Andrew Maff: This is delicious, by the way.
Rich Patterson: It is, it is quite the drink. I didn't want to say it to our viewers, but go out and buy it. What is this?
Andrew Maff: Rebellious.
Rich Patterson: Rebellious, for the bold at heart. Oh my God, what a drink? Our auto campaigns serve as a foundation by which we can build the rest of your advertising strategy. Our auto campaigns basically allow us to gauge the public, gauge the masses and see what they're looking for in order to get to what you're selling. You get what I'm saying? That's how we bridge the gap between what they want and what you have.
Andrew Maff: I've already got a question. I find it hard to analyze the search term reports and other PPC reports in a structured efficient and consequent way will/could you share how you do this or do you have a good tutorial for it? I got both of those, so we'll touch on that. All right. Oh, oh. All right. So you got your category is your auto campaign. All right, let's dive into this a little quicker and then you're getting deeper at categories. The reason is basically your ad groups you can break down as a little bit more product specific, your sponsored brand ... I'm sorry, your sponsored product, regular manual campaigns. So we do two for each. So you'll see here we have the ... And I realize I'm like doing this I have the thing in front of me, so it looks like I'm just doing it in the air. Just imagine it's like right there.
Rich Patterson: Just imagine it's here, and then reverse it's like a mirror [inaudible 00:09:30].
Andrew Maff: Exactly. All right, so you have your category and then you have two basically sub categories for your auto campaigns. For sponsored products, you have a similar approach except you have two for each individual category as opposed to just one for each subcategory. So in this case, I have Big Ben, if you had a home versus an away jersey, maybe those keywords are going to be different. I might search Ben Roethlisberger home black jersey versus Ben Roethlisberger away white jersey, or ... And then you have your product charting campaign setup similar to the sponsor brand campaigns and then of course your ... I'm sorry, similar to the auto campaigns and then your sponsor brand campaigns are set up just with one category because you don't have ad groups or anything like that. So that's what it is.
Andrew Maff: Any questions? So before the launch, I should make an automatic campaign to see what's converting? Yes, start with an auto campaign.
Rich Patterson: Yes, please do that.
Andrew Maff: Do it right ... We'll wait. Go do it.
Rich Patterson: Is it done? That's all you get. All right, cool.
Andrew Maff: We can go next. All right, so how often do you optimize? I thought this was a poll I made. Yep, I do. Great. So this is a common question. We get this all the time, like how often do you optimize, should I optimize daily, hourly, should I optimize and then go do it again immediately, should I wait six months? Like there's always 500 different ways that people say that you should do it. We have a theory and we know it's right.
Rich Patterson: So it's a fact so follows to the T or else. Not or else but seriously just follows us. Think about it well, you want to talk about the seven day attribution with a two day delay?
Andrew Maff: We can.
Rich Patterson: Because that does ... Okay.
Andrew Maff: Yeah.
Rich Patterson: How often should you optimize? You should ... Okay.
Andrew Maff: Hold on, let's see, let the pole finish. We're at ... All right, so 40 percent of you say week ... Oh it's still streaming. I'm giving you three seconds. Three, two, one. All right, 38 percent of you say to do it weekly, 21 percent of you say to do it daily, 18 percent say monthly. And 24 percent of you say every now and then. So I'll let you touch on-
Rich Patterson: Okay.
Andrew Maff: Go ahead. I know you want this.
Rich Patterson: When I'm optimizing my clients. I want to always remember that Amazon takes two full days to finalize your data. And even after that two full days, it takes seven days before to attribute a sale. What does that mean? Side click on you're selling shirts, you're selling shirts that I like, I click on the shirt, I go on the listing, it generates a click and a [sprint 00:12:04]. Now, even if I go back to that listing, if I go back to that product six days later and purchase it or put it in my cart, it gets attributed to that day, okay? So your ACOS numbers are never going to be right until maybe seven or nine days after but you can measure your clicks and your ad spend every single day at the end of the day. If you're very cautious, if you have something that has slim margins on, if you have something that's timely, like we're selling shirts for seasonal seller, and in about two or three weeks that window is going to be gone.
Rich Patterson: I'm checking that every single day to see what the clicks and spend are, because I know what they look like when it's good. So if it matches, I want to optimize preemptively. If it's less ... What's the word? If it's not like relying on time, then I would say go weekly buy, remember it takes two days for them to finalize your ACOS numbers and then another seven days for them to attribute the sale, even if someone looked at your thing last week, so keep that in mind.
Andrew Maff: Beautiful. We have a question, do you have a campaign structure with a single campaign per match type per ASIN? So we sort of kind of do, which I'll touch on a little bit deeper as we get further into this and give me a minute we'll get to it. So hey, isn't it 14 days attribution window? So it is a seven day attribution window for sponsored products, it's a 14 day attribution window for sponsored brands so if you have ... Because basically, they're giving you more leeway because you're building out your brand on Amazon is what Jeff wants you to think. So it depends on which ones are running but it's seven day for sponsored products, 14 for sponsor brands. So the correct answer, how often should you do it we say weekly. Why weekly? You should do it daily. Let me give an example. I sell ... Doesn't even really matter, so I sell T-shirts and I obviously do better on the weekends because people are kind of hanging out and they're window shopping a little bit longer so they do better on a Saturday.
Andrew Maff: So let's say now my ads are doing better on Saturday, my logic is going to be, great, let me increase bids because my ACOS is looking good, my target is looking good. Sunday, next day comes around, people still have some free time, hey, still not too bad, I'm going to let this kind of ride, I'm going to keep my bids high. And then Monday rolls around, people are working, they're not shopping and all of a sudden everything tanks, you're not taking into account how people shop during the week. You're also not taking into account really high volume days. So we all celebrate when Prime Day rolls around if you really actually adjusted your bidding based on that day alone, you would bleed out over the next month. So we always say to give it a week so that you can get a full shopping weeks’ worth of data and then also wait two days after that week, so to give you an example, we try to do most of the people we work with on Tuesdays, and we look at Monday through Sunday.
Andrew Maff: And the reason is, is that there's that 48 hour lag time of data. And then there's also like, I want to give a little bit more time to let that click attribution try and work itself out. It's not perfect data, but it's pretty close. But if you have products like T-shirts, or [inaudible 00:15:32] things that people are kind of sitting on about, like, I don't know, if I need this or not, then you might want to take that attribution into a little bit more of a thought process. Another question, how do you manage your bids? Do you have any tool recommendations? Rich is a tool.
Rich Patterson: Big tool over here.
Andrew Maff: We'll touch on that. Oh we're getting into bidding now.
Rich Patterson: [inaudible 00:15:51]
Andrew Maff: All right, so here's your bidding stuff. So how to decrease how to increase so I don't want to sit on this for too long because there's a lot here and I hate slides with a lot of words. So I'm going to send out the slides after this webinar, so you everyone will have it, so feel free to use it. This is how we typically decrease bids with the exclusion of the actual numbers that you see here. So the five to 15, or reduce by 15, that's going to change based on your goals, based on the product line based on-
Rich Patterson: And your return, you know what I mean?
Andrew Maff: Yeah, some people you may have like a $200, $300, $400 product and spend, you know, a dollar per click, in which case, if you are five to 15 percent above your target ACOS that may be way too high. So this is really displayed, this a placeholder. But to give you an idea of how we look at this. So, you know, we want to reduce bids significantly more if they're significantly higher above our target. Now, you could also change this where it's not ACOS, maybe it's sales, or maybe it's cost or however you want to do that. So it's really going to be dependent but this is kind of how we start with our basics. So on a keyword increasing side, same concept, right? Now, you can see here we do a slightly less dramatic increase. And the reason is, if we're losing money, I want to make a change, and I want to make it now.
Andrew Maff: But if I'm making money, and I have a winning bid, I want to be slow. I want to be careful because the last thing I want to do is get really excited, and then just do it way too fast, like no one wants to go too fast. So you definitely want to make sure that you're just slowly increasing those bids. But if you're seeing your other bids being too high, you want to decrease them.
Rich Patterson: There's a euphemism here that we could use.
Andrew Maff: Yeah, there is.
Rich Patterson: But we won't.
I almost had it, but I decided not to do it.
Rich Patterson: And you guys know, but we won't say?
Andrew Maff: A quick question. Can you explain what you mean by attribution? So an attribution is essentially a when that sale was attributed. So basically, if I click on ... So, a sponsored products are a seven day click attribution, if I click on Monday, but don't actually purchase the product until Friday, the sale will count for Monday but that click will show immediately. I hope that helps, that's kind of the best way I can explain that. I got another one aren't dynamic bidding up and down linking with placement bidding? Yes, dynamic bidding up and down is, that's on auto campaigns, which we'll touch on.
Rich Patterson: Yes.
Only seeing the poll side not the slides you're talking about, we can't see the screen still the poll. Well, that's not cool. Still stuck on the first poll. Well, WTF man? Let's see what are you sharing right now? All right, still can't see a slideshow makes sense. What if it is after seven days would it not be attributed? No, it would not be attributed if it's after seven days. I think I fixed it. Can someone comment, let me know if you can see the slides now? It's The Office. Increasing bids. Good now. Yes. Good. Yeah, it's fixed. Good on the slides. Yes. Yes, I can see it. Wow, everyone's excited. Awesome.
Rich Patterson: All right.
Andrew Maff: I have one more poll and I hope that I don't break it again. So search term report, I know we had a question about this earlier so search term report and successful keywords. Yes. What's successful? You define that? Everyone always says like, I want to aim for what like below ... It's usually below 20 percent, is usually common.
Rich Patterson: Oh yeah. For as far as ACOS go?
Andrew Maff: Yeah, everyone likes the oh my target is like below 20 percent ACOS but every company, every category, every product is different. You set your own goals, we like to go off what your margin is. But sometimes if you're looking for an investor, and you just want revenue, and you're not that worried about cost, which weird but still possible, then there have that. So always download that search term report and you want to add all the successful keywords. So, you also want to click and you want to negate some of those unsuccessful keywords that are bleeding, right?
Rich Patterson: Yes. Definitely. I was [inaudible 00:19:59] bleeding in case you guys are not familiar. But yes, you do want to get rid of those bleeding keywords because I'll tell you what, the last thing you want is an auto campaign with too high of a bid and hidden bleeding keywords. These bleeding keywords you can only get from your search term report, so until you put the effort into go and find them, they're invisible to you. It's like a fucking hole in your side that you don't know it's there. And you're like, oh, why am I tired? Because you're losing a liter of blood every hour.
Andrew Maff: So when we get into the spreadsheet too, we'll show you how you can find those, like the ones that have been bleeding for a while, but you don't really know about it. I'll bet you by the end of this webinar, you're able to find like, oh, man, I found like five keywords that were totally blown like $100 over the past [crosstalk 00:20:45] year.
Rich Patterson: And we'll help you plug up that wound.
Andrew Maff: We're going to plug that wound.
Rich Patterson: Plug that wound.
All right, so who does this ... I feel like I skipped one. I did skip one. Boom. This is what I like to call it the Pam from England strategy. If you were here earlier, you get that reference. So I hate the word funnel, is what it is. So this is a ... I got a couple questions. Let me touch on them real quick. Should I put in negative keywords the one that aren't converting on the right campaign? I think this funnel will actually answer that. And do you put leading ones on negative or do you just adjust them to minimal bid? You usually want to put them on negative, or you can pause them, or you can adjust the bid. It's going to be a little bit dependent on what you see there.
Rich Patterson: It depends on what campaign you're in. If you're in the auto campaign, there's no keyword bid, so you're going to have to add it as a negative. If it's a sponsor brand or sponsor products then you're going to want to lower the bid or ... No, you can't even get [inaudible 00:21:42] sponsored brand, right?
Andrew Maff: Sponsored brand no negative [crosstalk 00:21:44]
Rich Patterson: Yeah, in those, so depends on what kind of campaign you're dealing with.
Andrew Maff: So this glorious funnel, I think our design team is watching this if they are thank you for creating this. Specifically, Zach Page made this beautiful infographic thing for us. Again, I'm going to send you guys the slides this. So this is like our brainchild of a funnel strategy. So at the top here off to the left, you have your upside down triangle. It's not a funnel, and you're going to take ... So you basically have your auto campaigns running, right? You're running the auto campaigns, you pull your search term report, you find like all these keywords are working really well. And this is what people are searching. So I'm going to add them into what we call the research campaign. So this is a mix of bras and ... Of broad and-
Rich Patterson: It's that euphemism.
Andrew Maff: Happy hour. This is a mix of broad and phrase. Someone earlier asked about having different search term variants in the different campaigns or different ad groups. I'm not a fan because we have a spreadsheet strategy that we're going to go through in a couple minutes here that kind of confuses that, and it just doesn't seem to work for me. And plus, like broad and phrase, I tend to get the same results from in terms of like average cost per click and all that. So we just put them into one campaign and either way, if you sort it in a spreadsheet, it doesn't really matter anyway. But anyway, so goes from the auto campaign it's successful, then we take it, we put it in the research campaign. Now I have a broad phrase, which means like, I know that this is doing really well. But I'm going to let it keep going and kind of see what happens.
Andrew Maff: So now, yeah, you're still tinkering with it, you're still trying to see like, maybe there's more to it. Maybe there's other keywords in there that can make it do better. Then after a while, usually about a month or so you can kind of see like, all right, now this specific, exact keyword is doing great. So I'm going to move that keyword, and I'm going to create it into what we have is another manual campaign, which we call the success campaign. So these are exact match only so yeah, success. So the exact match, I'm jacking those bids up so that none of my competitors can get in the way. And I'm putting those bids as high as I can. Now, the issue is, if you just did that side of things, you would still have that keyword and all the others. So what you want to do is you want to take that successful exact match keyword, and you want to negate it in the research campaign and that exact match as a negative exact you want to negate it in the auto campaign.
Andrew Maff: So the only place you're bidding on this keyword that's possible for you to bid on is in that success campaign, so you can build an arm and a leg for that. In the research you want to do the same thing you don't have a negative broad, but you can do a negative phrase match keyword, and you can negate it in the auto. So the auto campaign is spending all of its money, all of its bidding on nothing but new stuff. The research campaign is spending all of its money, and all of its bidding on nothing but relevant stuff that you know kind of already works, and the exact match campaign is doing nothing but spending all of its money and all of its bidding on only things that work. Why? That is your sponsored products, manual targeting Pam from England strategy.
Rich Patterson: You know what I just realized?
Andrew Maff: What?
Rich Patterson: You can't spell funnel without fun.
Andrew Maff: All right, so this is where Rich leaves.
Rich Patterson: No. Don't fire me. No, wait hold on don't leave. I've been waiting like 17 minutes to get that one. So, come on. All right, the [inaudible 00:25:08]
Andrew Maff: So you'll see at the top here, so we have the product targeting, right? So product targeting for a long time, we didn't have this as an option. And what would happen is, you would download a search term report, you'd see all these search terms that are ASINs. And you would basically be like, oh, where did I get these ASINs from, I can't bid on them, I can't do this, that was the auto campaign showing the product on the listing. But now what you can do is you can actually take that information and go bid on that product specifically in the product targeting, so you can actually do a very similar Pam from England strategy here. I hope Pam is still watching too, so that way you can actually have this same process. And then for the sponsored brands, what I like to do is take the phrase match, and the exact match successful keywords that I have found and run just those.
Andrew Maff: The reason is, is that in sponsored brands, you can't negate anything, you don't have negative keywords as an option. So you want to be careful and make sure you're only bidding on things that you know are going to work. But I didn't want to leave it up to just the exact, so we played it a little bit safer and still put phrase in there. All right, we got a ton of questions. If you negate the word in auto and phrase, why are you not potentially giving up a word to someone else? Because if I'm negating it and auto and phrase-
Rich Patterson: Oh like if you're negating it here and here [crosstalk 00:26:27]
Andrew Maff: Yeah, because if I'm negating it in auto and the research, which is what I think you mean by the phrase, I'm bidding very heavily on it in success. So, I'm still bidding on it. In fact, chances are no one else is really going to be able to touch that keyword anyway.
Rich Patterson: You're basically recruiting keywords from your auto campaign and upgrading it every time and closing the door behind it so you don't waste money cannibalizing your own keyword bids because if you have it in success, and research at the same bid, you're going to confuse Amazon it doesn't know what to show for. So now it's just going to show the next name, so you missed out on that completely. You have to keep negating it in your higher levels to avoid from cannibalizing your own sales.
Andrew Maff: Yeah, when you add a keyword as -ve, Do you do it as an exact or phrase -ve match? I don't know what you're talking about. Can you re-ask that? I'm not sure what you mean by -ve. But you can add negatives to auto campaigns in AMS. You're right you can go to Seller Central. Obviously, I think it was a lot like last month you probably had a bit of a scare anyway, so you might want to start getting into Seller Central [crosstalk 00:27:37]
Rich Patterson: It's [cool 00:27:37] on Seller Central [inaudible 00:27:40] I'm still operating in both go to Seller Central they give you more, and you're worth it.
Andrew Maff: Yeah, go to Seller Central, it's so much easier. Should a keyword belong to one campaign only what if I have a range of blue shirts and different campaigns? So if you have a bunch of products that are similar in different campaigns ...
Rich Patterson: It depends on how ... What it comes down to also I feel like is how different are they because if I want them advertised alongside one another because they're so similar based on what the user is looking for then I'll put them in the same campaign. But I don't even know if I'm answering your question, can you [crosstalk 00:28:19]
Andrew Maff: So we have a client who sells multiple different types of coffee, right? And basically, she's saying, what if I'm bidding coffee, and it's successful in several of those campaigns, should I negate it and get rid of stuff? To be honest, that's a tough question. I would really say that you're going to want to just watch your bidding on it and try not to cannibalize across the board. If anything, because what's going to happen is ... So the way Amazon's algorithm works is that if I search blue shirts, and Rich searched them, we'll probably get different results because you almost have like your own personal algorithm. So you don't want to worry too much and get too crazy with overbidding or underbidding certain keywords because he may see one of your blue shirts, and I may see another depending on what that bidding is. I think that kind of answered your question, but to be honest, like that's one that you kind of have to do on a case by case.
Andrew Maff: The ASINs targeting worked really well for me. Oh it's Pam. Hi Pam?
Rich Patterson: Hi Pam? We've got a strategy-
Andrew Maff: How often do you rerun the search list and what time frame window one month? We usually do it once a month. In some cases you can do it more often.
Rich Patterson: Depends on the volume of the searches, you know, if you're getting more clicks more volume, like for example, it's March Madness here, I don't know if ... You know you guys from all over the world, you're a lot more cultured than I am. I took the train here. So maybe, you know, if we're selling something that's high volume, that sports related, and you know, right around the championship, and we're getting a lot of clicks, and a lot of data then we can go into that search term report more often because there's more data to mine from. You know, the less volume, the more you're going to want to space out to get as much data as you can to make as good of a decision as you can. Good, make sense?
Andrew Maff: Yeah, so Josh asked about the portfolios and that's totally my fault. I forgot to mention that part in the structuring, where did it go? There. So if you didn't notice right here at the top, this whole thing is a portfolio. So basically, I love the portfolios because it really lets me see like this whole category, how is it actually doing, and it makes reporting a lot easier. So basically, I suggest taking like all of these specific to a certain category and putting it into a portfolio. Let's go back to that one. [inaudible 00:30:27] Do you need to negate ASINs in auto after you put it in product targeted? No. I don't believe you can actually negate ASINs because the sponsored product campaigns still don't technically register that. When you add a keyword as negative, do you add it as an exact or phrase match negative? So if it's in the success campaign, it's an exact keyword, so I want to negate it in research and in auto as a negative exact.
Andrew Maff: If it's in the research campaign, I want to negate it in just auto as a negative phrase. So you're basically like he said I like that analogy of like closing the door behind you.
Rich Patterson: Yeah, close the door behind you, there's nothing back there. There's nothing but wasted ads back there.
Yes. So who does this work for? This is my favorite question. This honestly works for everyone.
Rich Patterson: Oh wow.
Rich Patterson: Look at that.
Andrew Maff: No, it doesn't.
Rich Patterson: It doesn't sorry.
Andrew Maff: Tricky slide. We're going to explain why this doesn't work for everyone, right? So reasons your campaign suck. This is my favorite one of my favorite slides. So give you an example we have a couple of people we work with, somewhere their products are constantly being searched, and they're easy purchases, and it's just someone who needs it like vacuum filters or like something like a replaceable, like oh, this thing broke in my house I need it. Great, I got it, I found it, it's [crosstalk 00:31:52] I'm doing it. But then you have men's hair dye, which is what I was going to use, but they-
Rich Patterson: [inaudible 00:32:02]
Andrew Maff: Then you have ... Yeah, we can use that one. Then you have a branded product, so then you have branded products where you have people ... Happy hour. Then you have people were basically you're spending your money off Amazon or in other cases, where you're trying to build your brand. So essentially, you're no longer fighting for those keywords. I'm not fighting for blue shirts, I'm fighting for my brand name plus blue shirt, which is easy because people are searching my brand name. So product targeting actually works better if you're trying to build a brand, the sponsor brands and sponsor products, and the reason is you can take that product, and you can force it onto your competitors pages. Now the trick here, which Rich figured out finally a few months ago what the trick is, it's not to go after the big guys. Don't worry about going after the big guys. So if you're selling T-shirts was the most recent example I had, you don't want to go to like I don't know.
Rich Patterson: Cole Haans.
Andrew Maff: Haans. You don't go to Haans, you want to go after some random no one's ever heard of because they're already uncomfortable with their purchase they don't know who the brand is. So if you have a better price, if you have a better product, and you can sell it better, then you're better off with the product targeting.
Rich Patterson: Right. When your wing man ... You know, you're going to hit the bar with your wing man, you're not going to bring the six foot five point guard with offers to Duke, you're not going to talk to anybody. They'll ask you for his business card, okay? You get someone else, get someone maybe your height or smaller [crosstalk 00:33:32]
Andrew Maff: Sponsored brands, works well with really large product lines. So to give you guys an example, we work with someone who has a massive like thousands and thousands of shirts, and they sell collegiate apparel. So what we do is we target specific colleges and specific apparel and drive them to the storefront and give them tons of options. And the reason that will help is because the consumer almost thinks that, you know, we're all guilty of being on Amazon all the time to the point where we know it inside and out. So we know the tricks that everyone's pulling, but the average consumer doesn't know that. So when our consumers land on this person's page, it's basically like, oh, here's all of our hats for Penn State. The consumer, almost thinks like these are all of the hats that Amazon has for Penn State. So they almost always going to purchase.
Andrew Maff: In [Q4 00:34:21] I mean, his average order value was like $24. But that sponsor brand campaigns we're down to I think like an eight percent ACOS or something ridiculous and for apparel that's awesome. And for an incredibly expensive product too. And then the sponsored products suck for people who are window shopping. So T-shirts, a very, very hard thing to do with sponsored products because it's a peril, maybe I like it, maybe I don't or its food, its subjective. So you don't really know if someone is going to ... Or is it objective? I always forget, which one is subjective.
Rich Patterson: [crosstalk 00:34:55] kind of liquid in like we don't know?
Andrew Maff: Yeah.
Rich Patterson: Subjective.
Andrew Maff: Subjective, it's subjective. So you kind of want to like keep that in mind on like, what it is you're selling. So this works for some people, but you have to know how to manipulate it based on your product, your category, and your company because you're going to have different situations.
Rich Patterson: First and foremost, know yourself, know your brand, know what you're selling then step into the Amazon world, and you know get your money.
Andrew Maff: ASIN targeting is just for brand registered. So it's product targeting just for brand registered people? No.
Rich Patterson: No, no.
Andrew Maff: No, you can do it, everyone can do it. Sponsored brands are the old headline ads, you have to have your brand registered.
Rich Patterson: Yeah, [inaudible 00:35:28] you can do that.
Andrew Maff: Which by the way, if you have a sponsor brand, we almost always suggest to run it to a storefront and not to one of those like fake created landing pages.
Rich Patterson: [crosstalk 00:35:37] those pages.
Andrew Maff: I hate those things.
Rich Patterson: Relying on [crosstalk 00:35:40] like me to make those [crosstalk 00:35:41]
Andrew Maff: If you're bidding way above the suggested bid range for a keyword, but you're getting no impressions what's happening? So Amazon will look at the keyword you're using, as well as the keywords on your listing, and it will make sure that it's relevant before it even starts to show. So there's a possibility there that what you have happening is the keyword is completely irrelevant, or I would check the product to make sure it's eligible, you're in the buy box or anything like that.
Rich Patterson: Yeah, no impression means it's not showing up.
Andrew Maff: Yeah. So more reasons your campaign sucks so listing optimization [has 00:36:16] bring content stereotypical answer. This was something that we learned the hard way, where way too many people don't realize like you [inaudible 00:36:27] and then expect PPC to work like oh my God it's great. Like great, you have one [inaudible 00:36:35] and you have like a paragraph, or a bullet point it's not going to happen.
Rich Patterson: [inaudible 00:36:39] what is that? Come on mam.
Andrew Maff: What is that? Always want to make sure your listing is optimized as possible, and you want to cater towards conversions. I'm not going to get into listing optimization that's a whole nother webinar but one of the eBooks we're giving away later is a listing optimization eBook. You can take it, have it ... Hoping everyone can still hear us, I just got a thing that said my ... Oh, you know what? Someone may have ... We're good. When you say clicks are you referring to click through conversion rate or just people clicking your ad? Usually I'm talking about [inaudible 00:37:11] just clicks, I'm sorry, not click through [inaudible 00:37:15] I'm talking about people clicking your ad. But you do want to keep an eye on your conversion rate.
Andrew Maff: So Amazon's algorithm really caters more towards the conversion rate, because really all that's going to happen is Amazon wants to make sure that you're providing a good experience to their consumers. And if you're driving a ton of traffic to it, and people are buying, you're giving them a great experience, they're going to move you up the algorithm it's a lot more simple to make it out to be. Of course, as I go back into reasons why your campaign sucks is because competition it happens, but you can always flip and find ways to compete, then bad reviews, you'd be shocked at how bad reviews can immediately just tank you. Although I'm sure as a lot of eCommerce seller, Amazon sellers are here, maybe you won't be shocked. If you're doing a sponsor brand ad, you have one of those garbage product listing pages, or your store front looks awful. That can always be an issue, or your keywords are way too broad.
Andrew Maff: I would like to hope that, I forgot who was that asked earlier, but I hope you're not bidding on blue shirts. That's really broad, like coffee way too broad you want to have longer, like keywords that you're going after. If you're in a category that's wildly competitive like coffee or shirts, you're probably better off doing product targeting ads and then lack of keywords I found a lot of people who are like I have four keywords to my campaign where aren't they working? I'd be like, because you only have four.
Rich Patterson: And remember put in many as you want in there. If people don't click, it's not going to cost you any money.
Yeah. Just bid accordingly.
Rich Patterson: That's just a closed door for you, with maybe money behind it. And if it doesn't open, it doesn't cost you anything. Put as many as you can in there, and I don't want to give away too much of a secret sauce, but there are plenty of keyword research tools that you can use that we have here at Seller's Choice that you can leverage for success so [crosstalk 00:38:56]
Andrew Maff: So, let's see, I'm interested I got one last poll and hopefully this doesn't break everything. So I'm interested if some people even know, I know some people may not know this we usually pull this in our reporting to kind of give us an example of what's working, if the brand is working and all, e.t.c. But let us know where most of your PPC revenue is coming from whether it's sponsored products for keyword, product, or the sponsored brands or if you just don't know? It's very possible you don't know that's very common that we found. I know we have pretty much a mix. I know we got a few that are now product targeting are actually doing better than everything else. We got a bunch for sponsored brands and obviously sponsored products is a pretty common one depending on what it is.
Andrew Maff: Yeah, so sponsored products, sponsored brands its four percent, which is very interesting. That's interesting to me. But the sponsored products, product targeting at four percent also doesn't shock me either. If you haven't seen this, it's on your screen, fill it out. I know some of you may still be working. Come over I'm intrigued. 81 percent at keyword targeting right now. All right I'm closing this. Alright, so 81 percent at keyword targeting, four percent at product targeting, four percent at sponsored brands, 12 percent don't know. 12 percent I'm not surprised actually that's lower than I thought. Four percent sponsor brands is really interesting. I can't believe that-
Rich Patterson: Yes. That is top of the page traffic.
Andrew Maff: Yeah, that's top of the page. If you have multiple products that are similar, you should absolutely be doing that.
Rich Patterson: Okay. For those who said that was their least converting ... It's kind of broad because what I'm thinking is, look, if you're in sponsored brand, you know that this is what the people want, it's an exact and phrase match, it's your link to that.
Andrew Maff: Yeah. If it's what the people want, like it's, I need this, I need to buy it, I already know what the solution to my problem is, sponsored products works great.
Rich Patterson: Usually top sellers.
Andrew Maff: Exactly. But if you're hunting around, and you're not really sure product targeting is even better, because the consumer may end up on a product page of something that's like, I don't really know if I want this, but yours is right there. And it's got a nice little picture, and the price is in the same area or maybe it's less so.
Rich Patterson: And it just looks efficient like if you own the top of the page, a column and the little boxes next to it, you're official. You might as well be the Amazon like you [inaudible 00:41:20] like you own the whole page that's yours.
Andrew Maff: I love these. I didn't ... What is this? I didn't answer the last poll because we don't have a brand. Yes. Okay, that's a good point. I didn't think about that not everyone ... Oh man Scott for the win, I forgot about that. So maybe not everyone has a brand registered, you may not have a brand. Perhaps the results are skewed because only a low percentage of people can actually use [inaudible 00:41:42]. All right, so in our next quarter, we're going to redo this, and I'm having Scott join us. That's good point. I forgot about that. So if you want to be a brand registered, you can't run sponsor brands. And Scott. Cheers. This one's for you Scott.
Rich Patterson: For you Scott.
Andrew Maff: Totally forgot about that. So yeah, it makes a lot more sense. So obviously, if you're a reseller, or if you don't have your own brand, or you don't have your brand registered, you didn't [pick 00:42:04] sponsored brands, so I guess it makes more sense. My response to that would be, get your own brand. All right, so how do we do it? Right? It's a secret. Sorry, I'm not going to tell.
Rich Patterson: It's a secret sauce.
Andrew Maff: Yeah. Why else would I do this? I'm not going to tell you how we do it.
Rich Patterson: It's how I pay the [digital 00:42:25]. I'm not going to-
Andrew Maff: I'm kidding.
Rich Patterson: Oh, we were kidding.
Andrew Maff: Yeah.
Rich Patterson: Okay, kind of.
Andrew Maff: Love these slides. So this is as deep as I'm going to get into this because I do have to hold on to some of our secret sauce. But to be honest, if you know how to use Excel, or in our case, Google Sheets, you'll figure it out. So this is kind of how we do this.
Andrew Maff: So earlier, we got a question about the search term report, so the easiest way to figure out what's working what's not, is when we touched on what you do to increase bids, what you do to decrease bids, you're putting your own parameters into place. So what you can do is at the top of that search term report click on the top of it to highlight all the titles, filter it and then set your filters so that you can just see these are all my successful products or successful keywords, copy, paste them, throw them into Seller Central, and you're good to go, problem solved, or our favorite way, download the bulk report, manipulate it that way, adjust bids that way, pull the search term report, manipulate it, figure out what works, throw it into the bulk report, upload it, you're done, problem solved.
Andrew Maff: In some cases, you can optimize campaigns of thousands of products in 30 minutes, maybe tops.
Rich Patterson: If you get this down to a science, come to us, let us give you the game, please, because this whole auditing process is also determined by how well you organize your campaigns in Seller Central, okay, the better organized it is there, the better organized it is here. Therefore, it's easier to deal with when you want to filter it out by campaign, filter it out by product type or portfolio, you can basically the better you organize it, the easier it is to jump in and see where your problems are and deal with them quick.
Andrew Maff: So the other thing, the screenshot that you're seeing here is actually we always do our own internal monthly audit. And the reason we want to do that is for those bleeding keywords that we talked about earlier. I feel like we just did like a sitcom and like stuff is starting to like, it's starting to come full circle, and we're all starting to get it now. So basically, what's happening is let's say and everyone's had this you have a keyword that has three or four clicks, you're looking at the previous week, right? It's got three or four clicks, you spend some money, but it's got no sale. So logic tells you like, that's not enough clicks, I'm going to raise this bid. So the next week now you're at five or six clicks, you're like oh, that's close, but it's still not enough sales, or it's still not enough traction, there's no sales. Let me raise the bid again. Now you're in a different threshold and all of a sudden you have 20, 30 clicks and you've spent an arm, and a leg logic tells you oh, that's too much. Now let me lower it again.
Andrew Maff: What no one realizes is, I just went three weeks fighting with the keyword that never had any sales. So you could go potentially months doing this. So what we do is we pull that bulk report and drop it into our own excel sheet. And we look at how each individual keyword has done week over week, as well as month over month or quarter over quarter. And I can see, oh, over the past month, I've done nothing but fight with this keyword, and I spent $200 and didn't get a single sale. So all of a sudden, I'm looking at it from a higher level, and I get to go, oh, that's too much bleeding. And we just pause it sometimes we'll negate it. It's going to be a little bit dependent on what we're seeing but that is basically how it's relatively easy to get within your target ACOS.
Andrew Maff: The tricky part is being able to scale and find those new keywords, which hopefully the funnel strategy should help with that. But this is basically how we've been doing it. So download searcher term report, use the bulk file thing, and then put it all into your own spreadsheet, so you can see how everything's been doing over time. If you don't have the ability or know how to do Excel or Google Sheets well enough, I love free up, go get a VA. It's so easy. Like they'll do it, be like hey, make a cool pivot table thing, and they'll do it for you.
Rich Patterson: Just to like drive home the power of the bulk upload-
Andrew Maff: How much do you charge for making my PPC campaign during and before launch? I think this was $35. So how about one of these? Actually, this is delicious stuff. Jeanne [inaudible 00:46:46] what does Seller's Choice charge to manage a sponsored product campaigns? It's so funny every time, so we've done this one before. And we're going to offer something here in a minute too, by the way and buckle up with us because last time we did this, I got yelled at for doing it. But it was fun, so I get bored and that's what we do. But every time I show this spreadsheet everyone wants to be like, how much do you charge like, just do this for us? And like, obviously, that's why we exist, that's why we do these webinars. So not ready yet.
Andrew Maff: So we'll get into this but obviously, we'd be more than happy to help you. We are one of the very few companies, I believe that doesn't charge based on a percentage. So I really don't care how much you're spending, I don't care how much you're making, mainly well ... I mean, I do because that's what we're targeting, but I don't want to benefit from either because I feel that that kind of gives the wrong incentive. I'm either being encouraged to spend all of your money, or I'm being encouraged to well, still spend a lot of money, so we don't do that.
Rich Patterson: Exactly. Like yeah, I don't want to ... We kind of have you know, and this is kind of philosophically as a company I feel like when we have this flat rate, we come in, and we try to do our best to maximize that client. I don't want to know that you're doing 10 million a year and then ask for more on the backend for myself. I want to come in, and I want to give 100 percent of my effort across the board.
Andrew Maff: Yeah. And if you're like oh I get ... I forgot I heard one the other day it was like oh 10 percent of ad spend, I be like, great, so you'll never hit your target ACOS if you filter that in. So we do ours based on like the size of the campaign just because although these spreadsheets are easy, setting it up is the pain and then the audits can take a little bit of time. So I'm interested I want to know what everyone thinks we are not done yet. So don't go away. This doesn't mean we're done. Obviously a lot of people want to know if it's too much of a pain. So of course, just like Brian asked, we can do it for you. So shoot me an email. Of course, we're not going to do one of these workshop Happy hour things without this. I saw someone leave, don't leave yet, I'm giving stuff away and I haven't done it yet.
Rich Patterson: We're going to give you free stuff for free.
Yeah, I'm going to give you free stuff, man why did you just leave us?
Rich Patterson: In this day and age, in this political climate?
Andrew Maff: So shoot me an email email@example.com or if you want, you can email Rich too, guess what his email is?
Rich Patterson: Rich@sellerschoice.digital.
Andrew Maff: So, crazy, right? No one's ever going to find us. So shoot us an email, of course we'd be more than happy to talk to you see, we can set it up for you. And then of course, we said we'd give some free stuff away.
Rich Patterson: Now we got to give it away.
Andrew Maff: This thing is in my way I can't see anything. So that is the eBook that we had, so that is the Amazon listing optimization. It is everything that we do from A to Z, in terms of Amazon reference. I've said that so many times and now we're like A to Z.
Rich Patterson: Wait what? Wow, A to Z.
Andrew Maff: Yeah. So Amazon listings, we talk about the conversion side of it, because everyone wants to know, like, how do I do my keywords? How do I find this? Like, yes, the keyword side is very important, but everyone ignores the conversion side. If you look at it from a consumer's perspective, they don't care about your keywords. Yes, Amazon does because that's how you're going to show up but they want to look at pictures and they want to see like what's this thing, done if it's not pretty, they're not buying. A few things we're going to do, right? We're going to give away one free Amazon PPC audit. This guy right here is going to do it for you. It is completely in depth, it's going to give you six or seven different pages of breakdown, and what we think you should structure your page, and how it's been going, and how we think it should go, and all the edits you should make, and a ton of different stuff. So how do you submit for that? Well, we're also going to give away as many 30 minute marketing audit as you want.
Andrew Maff: Of course, we can talk about Amazon PPC, we can talk about your listings, we can talk about Shopify or Google ads, we do it all. So we can talk about whatever you want, so go to sellerschoice.digital/webinar-contest. I know it's a little on the long side, I just realized that now. There's a password, it's Happy hour. So I know you guys came from here. So submit there, I'm going to pick one person out of there to get the free audit. And then I'll also send everyone some information, so we can set up a time to talk I promise you I will not try sell everything. I really just do stuff like this, I get fun, and I talk.
Andrew Maff: But of course not everyone is going to win the Amazon PPC audit. So last time I did this, I want everyone to bear with me because we ended up having a wait list, and it got into this whole thing. So I'm going to set expectations this time, we are going to give away the Amazon PPC audit again. Last time we did this, usually we charge around 750 for this, I got approval to knock it down because it takes a while. These are some screenshots of all this stuff that we'll send over, it's basically a glorified large Excel workbook, where you can go through, and filter, and see what's working, and see what's not. We'll tell you things that are within your target, things that aren't, keywords you're using, keywords you should use, structure you have, structure you shouldn't have and all that stuff. It gets really deep, all you have to do is shoot me an email either today or tomorrow.
Andrew Maff: The reason I'm going to extend it into tomorrow is because I hope all of you are drinking with me, and you probably have no time to do it right now. But we are going to give a bunch of these away. Now, again they usually take a day or two to make but last time we did this, I had a line, and it got into this whole thing. So it'll be a day or two from when we're able to start it so give me some time. But usually I can get probably about 10 or 15 done a week, give or take so depends on how long this line gets this time. But shoot me an email we'll set it up, we'll make sure it gets done. First come first serve so first person to email me we'll start you first or Rich, you can email either of us but that's all we had. So this is where I use the opportunity to take questions because we always have a ton of questions. I want to make sure am I still sharing? All right, so questions.
Andrew Maff: All right, so we got a little bit of time. I got until about four or five minutes, we'll hang out. So if you have some questions, start sending in questions, anything PPC, let's go. So sponsored products, sponsored brands, product targeting we still a little bit time or if you want to know how delicious this is, it's so good. I'm usually not a rye guy, but I like it. A rye guy. Questions, comments, concerns, let me know if you even liked the webinar.
Rich Patterson: I feel like I'm a rye guy now.
Andrew Maff: Yeah, maybe just did you like the webinar?
Rich Patterson: Yeah. Let's get some feedback on this webinar.
Andrew Maff: Yeah. How was it?
Rich Patterson: I'm not [crosstalk 00:53:23] guy.
Andrew Maff: Should we not drink next time?
Rich Patterson: I just got a fun face [crosstalk 00:53:27]
Andrew Maff: Jason webinar loved the webinar.
Rich Patterson: Hey, thank you, Jason.
Andrew Maff: Michelle, what's the drink? Finally, a real question.
Rich Patterson: Right.
Andrew Maff: So this is Rebellious Rye. Twisted ...
Rich Patterson: Whiskey.
Andrew Maff: Well, yeah. But it's twisted Manzanita spirits, but it's Rebellious Rye. It's delicious, it's pretty good.
Rich Patterson: Manzanita. The one and only.
Andrew Maff: What is the name of the rye, there you go. I just did that one already. Do you have any thoughts on structuring the dynamic bidding setting strategy? I knew I forgot something. You forgot to touch on the dynamic bidding. So you have ... I know I put this in here somewhere I know I did. Could have sworn we touched on this. Hold on I got you, I got you.
Rich Patterson: Like briefly. Super briefly. We were talking about that auto campaigns type dynamic.
Andrew Maff: Yeah, did I move it? Get out of my way. No, there it is bid adjustments, close match, compliments, loose match, and substitutes so those are the four things you have the options to use. In terms of the automatic, that might be what you're talking about. If not, you're talking about the sponsored products, which it replaced bid plus, where you can actually do the up and down.
Rich Patterson: The 100 percent up like [crosstalk 00:54:36] from this to 500 percent or lower [crosstalk 00:54:38]
Andrew Maff: Yeah, so that is a threshold that you can set based on your data. So that's going to be really dependent on each company each, each product, each category, but basically what I would say is your exact if you set this up the way that we set this up, right, so you have a success campaign. Feel free to let them bid as much as they want to make sure that you win. That's how you'll keep your competitors far, far behind you. But if you have your research campaign maybe you want to lower that threshold, and then for your auto campaign, maybe you want to lower it even more, and you want to have more control, that's completely up to you. But it's going to be dependent on you want to see like what each campaign is at and just adjust accordingly. Then for bid adjustments for automatic close match, compliments, loose match, substitutes. Close match is basically kind of like an exact match, it's close. Compliments is like, instead of T-shirts it's pants. Loose matches it's sweaters, like it's kind of shirt and then substitutes is basically similar to compliment but the opposite.
Andrew Maff: So you can adjust bidding accordingly, that's kind of the same thing if you pull that bulk report you can actually see like where stuff is at, and you can adjust that way as well.
Rich Patterson: Does have a suggested bid also on Amazon that [tends 00:55:53] and finds but you got to remember Amazon has an incentive for you to spend more money so everything with a grain of salt.
Andrew Maff: I'm not a fan of the suggested bid I find that they tend to be ...
Rich Patterson: [crosstalk 00:56:01] give me more money.
Andrew Maff: Not really. How do determine the overall PPC budget for a particular account/client? That's my favorite question. So let's do two different things here, so let's say you have a brand new accounts you have never started before, it's going to be a little bit dependent on the size of the catalog. Because if you have 3,000 products and you want a $10 a day budget, we're not the people for you, but you want in the beginning, to be honest, when a company like us gives you a budget, they are kind of pulling it out of their ass. I hate to say it, but in reality, you should be the one to answer that question. The only reason is you need to pick what you're most comfortable with for the first month. But if you do this correctly, after two, three weeks or worst case that month, you can now see okay, I should probably be spending this, I should probably be spending that.
Andrew Maff: So that's if you're a brand new launch, if you're not and you've been around for a while, I like to say what are you comfortable spending but let's allocate on things that are doing really well. The stuff that we're having trouble with, that's maybe not within your target, then we're going to reduce ACOS there.
Rich Patterson: Yes. And also, you know with our strategy without giving away too much of the secret sauce because you know, I got to pay bills. We start out per campaign, if we're setting up four campaigns, it's going to be $10 per campaign that first night that you set up your campaigns, you're not going to hit your budget, because as we said before, we're very conservative with how we scale up. We don't want you spending money unnecessarily, right? Most keywords hit traction around either 0.75 or 1.2 as far as the bids goes. So again, even if we say $40 per campaign, so per product type, you're going to hit $20 for the first week, maybe. And in that $20 you're going to see maximum return, you're going to see the path of easiest resistance or least resistance rather, the things that people naturally will buy for you based on your matching keywords. So again, as far as budget goes, if it's your money, in my opinion, you should be always adjusting based on what your margins are and have a constant contact.
Rich Patterson: But for us as far as it goes, first week to a month, it's going to be $40 [inaudible 00:58:21]
Andrew Maff: It's also going to be a little bit depending on your category, too, because if I have a product that's, you know, iPhone case, my average bid is going to be ... It might be up there actually, that's probably a bad example, maybe if I have something that's a little bit less expensive, my average bid is like 50 cents for all competitors, but then I have something more expensive where my average bid is like $3 or $4. So you're budget is going to vary a little bit on that too.
Rich Patterson: Yeah, it's going to fluctuate based on what you're selling too. If I'm making $1,000 off of one sale, I'm not to mind spending $10 getting it.
Andrew Maff: Jeanne liked our webinar. Thanks, Jeanne.
Rich Patterson: Thank you, Jeanne.
Andrew Maff: Do you have any tips on organizing PPC campaigns? We have about 20 to 30 ASIN? Yes, I do.
Rich Patterson: All of the tips.
Andrew Maff: I'm going to send out these slides.
Rich Patterson: Jason, is that Jason or something?
Andrew Maff: That was Jason. Go look at ... Where did it go? That slide. So structuring campaigns and portfolios, ad groups off on stuff. Look at that one, I'm going to send out the slides a little bit later. I've got to leave that out so that everyone can email me. Okay, any other questions? I use vendor and dynamic bidding up and down is available for all sponsored products. Isn't that the same in Seller? Yes, it is.
Rich Patterson: Yes, it.
Andrew Maff: I hope that helped, five different categories ... Oh, that's a continuation of Jason. Still go look at that slide it will help. Yes, sponsored products Christine. Wow, sponsored products. I feel like there was irrelevance to that but we're going with it. Yes, the one that replaced bid plus. Yep. Please put the email back up to enter the giveaway. So the URL for that sellerschoice.digital/webinar-contest and the password is Happy hour. I will also send out an email as a reminder ... What's on there? Yeah, as a reminder, and then also I'll send out the slides too, so you guys will have that. Bitly couldn't find a link. I hate Bitly.
Rich Patterson: Bitly.
Andrew Maff: Most bitly links are four to six characters and they include letters and numbers. Bitly you bomb.
Rich Patterson: Come on Bitly.
Andrew Maff: Oh, you're trying to do the listing eBook. I'll shoot you an email, I'll get it to you. I got you, Joe. Oh it's Joe. Hey Joe?
Rich Patterson: What's up Joe?
Andrew Maff: How you doing?
Rich Patterson: Shout out Joe.
Andrew Maff: Kim, my current campaigns are a mess. Should I stop them and restart or go in and try to tweak them?
Rich Patterson: It's case by case, right?
Andrew Maff: Yeah, sometimes you can rescue them sometimes you can't.
Rich Patterson: Sometimes it can be this problem, it could be that problem sometimes, like without looking at it, I can't give you a definitive answer. But if anything I can say across the board, if you have any auto campaign setup, and you heard what we said before, pause everything set the auto campaigns, let those run at a reasonable rate, go out and take some of those search terms from the auto campaign, so you can get a strategy to attack manual keyword targeting. Across the board, that's what you can do because that's what I would do. See what the people are searching for in order to get what you're selling, create the bridge through the keyword, and optimize from there.
Andrew Maff: Love it. Go back one slide, which slide?
Rich Patterson: which slide?
Andrew Maff: That one?
Rich Patterson: Pam. Oh yeah, we got to do it for Pam.
Andrew Maff: I got you Pam. Oh she wants the Pam strategy. Pam from England. If I started an automated campaign with no reviews, maybe I should be getting clicks with no sales. Is that going to be a problem with Amazon indexing those keywords? Maybe I should be getting clicks.
Rich Patterson: So are you [crosstalk 01:02:05]
Andrew Maff: So a brand new product launches. I hate product launches. So product launches are super, super easy if you have an existing community off Amazon if you don't, and you are strictly just an Amazon seller, it's a pain now it's nowhere near as easy as it was five years ago. If you don't have any reviews, it's even harder. It's a giant uphill battle until you can really start going kind of like Thomas the Train, the little tank engine.
Rich Patterson: [crosstalk 01:02:34] I think I can, I think I can.
Andrew Maff: And then eventually you get there, but it's an uphill battle for a while.
Rich Patterson: I have bills to pay, bills to pay in the end. The money, right and then it's just downhill from there but uphill.
Andrew Maff: But like a good downhill.
Rich Patterson: Easy downhill.
Andrew Maff: Yeah, like you're not stumbling downhill.
Rich Patterson: Yeah. You're walking.
Andrew Maff: So if you don't have your reviews and you set up the auto campaigns, I mean, it's really the only way you can do it. If you're looking to improve a conversion, you're trying to entice someone coupons are great for some reason. Even if you only do like a dollar that little orange thing really helps with conversion, I don't know why, I guess consumer are like oh, it's orange and shiny and then they buy it. But basically like that's one of the ways I've found depending on how new your products are, or how new your company is you probably can't do lightning deals. You have the ability to do coupons, so you can do off Amazon stuff. Review generation, prize is another day for another webinar, it's going to exhaust me. But I would say maybe I should be getting clicks on those sales. Is that going to be a problem with Amazon index? It won't be a problem with Amazon indexing those keywords. No.
Rich Patterson: No.
Andrew Maff: Not if your listing is optimized. Kim, okay, thanks.
Rich Patterson: In any case, you could see what the masses are searching for to get you so. Auto campaigns are never a bad thing unless you have too high of a bid and you're bidding on something ridiculous.
Andrew Maff: One of my favorite questions we just got from Frank not our Frank, a different Frank. Is there a standard click through rate target for a successful campaign? So fun fact, there is not a standard for anything, technically. Yes, I could give you a number, but it's wrong. And the reason it's wrong is, because a click through rate for a phone case versus a click through rate for a water filter are wildly different. So what you want to do is find the best click through rate you've ever gotten and target a little bit higher, and just keep doing that. That's the best way you can go.
Rich Patterson: That's the only way you can go. Shoot for the moon, you'll land in the stars, right? Come on you got to just [crosstalk 01:04:37]
Andrew Maff: The other thing you can do too, that we found it's not ... The last time I said this, everyone yelled at me for it, I still stand by it. If you look at your conversion rate, which you can get by looking at a total orders divided by total clicks, right? And then you look at your click through rate, you can actually tell ... I'm sorry, your conversion rate on your listing, not from PPC. So you're looking at your listings total session divided by total orders, and then your click through rate on PPC. If you have a low conversion rate, but a high click through rate that means you are targeting the correct audience you're getting the right people, but your listing sucks. So you're driving the right people they're clicking, they're clicking, clicking like nobody's clicking for fun. So they're clicking, they're getting on your listing, and they're going, no, never mind and they're leaving. It's not always the case last time I got yelled at for saying that, but that is my favorite way to tell if it's a listing problem and then the reverse.
Andrew Maff: So if you have a really great conversion rate and a low click through rate you're driving the wrong audience or you're trying to drive the wrong audience, but whoever is actually converting really likes your stuff, so that means it's probably more of a PPC problem. Any tips for structuring if I have hundreds of products? We've structured for thousands of products. So my-
Rich Patterson: Forty thousand products.
Andrew Maff: No, it's not 40,000.
Rich Patterson: [Kim 01:05:58] has got-
Andrew Maff: No, he's got a 4,000.
Rich Patterson: He's got 4,000.
Andrew Maff: But it's still a lot.
Rich Patterson: Look 4,000 across four different types of product types.
Andrew Maff: That is true. Well, the sponsored brands, you're doing one for each category, but you are doing three campaigns for sponsored products because you have the auto, the research, and then the success. So four times three and then if you also include the product targeting, so you could say four times four. All right, yeah you're right.
Rich Patterson: I was up late that night. I missed that happy hour that's why I'm going too crazy right now.
Andrew Maff: Yeah, just same structure, I would still do it. Honestly, I do it for one product, I do it for thousands. It's going to be bigger, it's category, it's like one portfolio but like this guy's got, what 50 or 60 portfolios we work with? Like it's going to be dependent on your product line, if you want to tell me your product line, I can tell you how I'd probably do it. Joe, it worked. The Bitly URL you enter needs to be exact. Oh good. It still worked. If not, I'll still send it out. In the morning until eight I have burned $20 and no sales. Is it better to pause and resume during dead hours or minimize bids to get running? Great question. Fun fact, in the morning until eight, that means that you've only waited an eight hours for click attribution of seven days to see if you actually got any sales, so what you want to do is look at your cost, and then go look at total sales. That will tell you because you have a 24 to 48 hour delay in the data.
Andrew Maff: So your data may be inaccurate for a couple days, so go look at your total sales because that's always accurate. So go to your business reports check that out that will tell you if it's accurate or not. But otherwise, just patience is a virtue when it comes to Amazon PPC. So many people are like I'm an Amazon seller, I want to look at this, I want to look at this, I want to look at this, I want to look at this but in reality, like take a step back, you know, everyone needs to relax. Same thing with A9 algorithm, everyone's like oh Amazon wants keywords, and this many reviews, and this, and this, and like no they don't.
Rich Patterson: Take it slow don't throw your whole budget at wall immediately, take it slow. Build slowly, progressive overload, slow.
Andrew Maff: Okay, specifics. Oh Joe. My buddy, Joe clicks 161, click through rate 0.05 that's not good. Conversion Rate 5.5 also not good. I've had sellers who had a four ... I think the highest I've seen is a 42 percent conversion rate. And the lowest, I mean, I've seen below 5.59 but there was like a product that you don't shop around for you just buy it. So I don't want to say there's an average but I would say for Amazon 5.59 is a little on the low side to whoever you're targeting is definitely the wrong audience because your click through rate is really low. Click through rate, we have like an aggregate of everyone that kind of gives me like a general idea, but I want to say it's like, is it three percent, two percent?
Rich Patterson: Yeah, like two point something.
Andrew Maff: Two, three percent, somewhere there?
Rich Patterson: Two percent, yeah.
Andrew Maff: I hope that helps a little bit. Over seven days, 161 clicks over seven days. Yeah, that seems ... That sounds like the wrong audience to me.
Rich Patterson: Seven days once a year.
Andrew Maff: Yeah. But Joe, I know what you're selling, you should probably be doing product targeting because your product is pretty differentiated, which means not a lot of people are searching for it because they don't even know it exists. So you're probably reaching for an audience that doesn't even know what your product is. Yeah, would be my guess, so try product targeting. Many product lines ... We're back to Josh. What did Josh ask earlier? Any tips ... Okay, structuring. Many product lines from sports and outdoors to crafting to apparel, just good to know it wouldn't be excessive to have a couple hundred portfolios? No, I have a couple hundred portfolios. You could do like a portfolio and the portfolios don't do anything they're just organizational.
Rich Patterson: They're for you.
Andrew Maff: Yeah, they're for you. Exactly.
Rich Patterson: It drives sales in that it lets you see where you're losing and you can plug those holes as fast as possible. You can literally in one click like because ... Think about it without portfolios, you're going to go to your campaign, your ad group, and then your keyword. But it may be all the way down the page here, four pages to the left, because you know how Amazon likes to do it by 10, and then you've got over ... Put it in a portfolio, one click, you'll be able to see where you're bleeding, you can plug up that wound as fast as possible. Portfolios are for you, it's for organization, they will ultimately make you more productive and drive your sales.
Andrew Maff: There's also no limit on campaigns. I know we showed this slide earlier, if you guys can't tell, we love doing this stuff, which is why we're sitting at like an hour and 15 doing this but-
Rich Patterson: [inaudible 01:10:38]
Andrew Maff: Yeah. Happy hour, Rich is breaking the seal. All right, so this is the portfolio, this is our example, right? So in this case, I have four campaign setups, but it doesn't mean that you should only have four campaigns. In fact, the sellers we're just using an example who's got thousands of products, he actually has some sports stuff, and we have basically ... They do collegiate apparel. So I will have like Harvard in here, and then I'll have like, Harvard hats will be a campaign, which means I then have Harvard sweatshirts and Harvard T-shirts. So I could have a ton of campaigns and portfolios really just for my benefit, so you could have a sports and outdoors portfolio or you could have a category specific portfolio. It's completely up to you on how you want to do that. Going back to the original side. Let's see what else we got.
Andrew Maff: Do you AB test copy? No. So you can't really. Hope that answers your question, you really can't AB test copy. I know people like to think that you can but if you run a headline ad or sponsored brand ad, I still like [inaudible 01:11:47] with one copy and then you run another one with the same copy. That's not an AB test, because it's not triggering based on one keyword. You're basically using the same keyword in two different campaigns, so you're almost basically cannibalizing each other. The only thing you could do to technically AB test is take a headline ad or sponsored brand ad, pick the copy, let it run for a month that's off season or on season, whichever one you prefer, then switch the copy and let it run for a month, either their off season or on season, you have to pick one and stick to it. So you get similar data and then you can adjust from there.
Andrew Maff: To be honest, to me, I really truly believe you can get too granular with certain things and you're just going to drive yourself crazy when there's a ton of other things that you could be working on. I would say that AB testing copy is really not that important. I would rather focus more on strategy or focus more on the brand, in which case your copy could be made up from whatever brand you're using. Joe, cool, thanks. You're welcome. Oh, this is a long one. In ARA premium, I see sales by hour per ASIN and I still have no sales up till 8:00 a.m. Should I pause or cut the ... Oh side note it's what happens when you drink while you do these. Someone asked me earlier if we're using any software, I don't. We use matching words for keyword research but that's it. In ARA premium, I see sales by hour per ASIN and I still have no sales up until 8:00 a.m. Should I pause or cut the loss during unprofitable hours? Two, I heard velocity, it would certainly help my click through rate and CVR [inaudible 01:13:28] rate? What is your experience?
Andrew Maff: So the other thing to keep in mind one of the things we always try to look at. So this one's always interesting if you have something with a longer sales cycle. So in this case, you're not taking into account the fact that there is a seven day attribution, someone could have clicked it, added it to the cart and could be sitting in their car. But if you've only spent $20, that's just not enough data for me to make a judgment but what I would say is, what we'll always look at is you want to look at your PPC sales versus your organic sales. Because what might happen over time is you'll start to increase PPC bids but you'll see that number maintaining which actually means that the PPC, because your conversion rate is improving and still doing well is actually helping your organic sales. So you want to look at everything as a whole, because there's such a strong correlation between PPC and organic and Amazon, that you don't want to not think about that.
Andrew Maff: So if you think it's going to help your click through rate, your conversion rate, it's really not. It might help your click through rate for PPC, but it's not going to help your conversion rate because your conversion rate on your page, although it's going to improve because you're not driving as bad of an audience, you now have significantly less of a sell through, and Amazon wants to know that not only are you providing a good experience, but your product is selling through. So I would say that you don't have enough data and although you can see sales by the hour, that sales by the hour that Amazon has registered it could be sitting in someone's wishlist and as far as I'm still aware, even premium for PPC specifically you probably still have a 24 to 48 hour delay unless you're talking about your business reports. In which case if you're at $20 spend and you still don't have the sales, I would take a look at what keywords you're targeting.
Andrew Maff: Just clarifying with your audit offer. It's a discount I.e. 500 when normally 750? Yes, normally the audit is 750 for everyone who attended and I might let some people who watch it today and tomorrow. I might give them some love If I can get up the video fast enough. But yes, it's normally 750 but we've reduced it to 500 for just this workshop/drinking session. Have you found that ASIN targeting is more expensive overall? I feel like that's per product.
Rich Patterson: Okay. So again, it will be more expensive overall and will bleed you if you are advertising against someone who has a leg up on you. If their reviews are higher than yours, if they are more established brand than yours. You have to remember you want to sell against someone who is not up to par with you because odds are they have some kind of volume of clicks and some kind of audience that is looking at their bread. You're essentially standing next to them, while offering something greater than them so that they naturally gravitate towards you.
Andrew Maff: Yeah, it sounds ... It's everyone's logic to go after the bigger guys because you know who your competitors are, you know who you strive to be. But no one ever thinks about whose the little guy that I can just knock out of here really quick. Because if someone's got, let's say, you know, 10 percent of the market and you have two percent of the market, and you're worried about fighting that guy, you're going to spend so much money when reality you could fight all the other people that have the other 90 percent and then get to 10 percent in your own way. So go after the little guys, go after the weak ones, bully them.
Rich Patterson: Bully them.
Andrew Maff: This is when bullying is okay.
Take their lunch money. And then buy lunch with us.
For all the kids that watch this on YouTube later, don't yell at me. Don't ... Relax.
Rich Patterson: If you can, then do it. No, I'm joking.
Andrew Maff: Bye Joe. Joe is leaving. Good to have you.
Rich Patterson: See you Joe.
Andrew Maff: Okay, got it. [inaudible 01:17:06] is asking because my auto campaigns have a way better ACOS than my manual, and it's a lot of ASINS? Yes, that is common. So if your auto campaigns are doing better than your manual campaigns, one, your auto campaigns will also show on specific ASINs, so that could be helping. But two, you most likely picked keywords and put them into manual as opposed to taking them out of the auto because if you took them out of the auto put them into manual and then negated them in auto, your auto campaign would have nothing else for those specific keywords to go after, so that's not going to be the case. So what my suggestion would be to negate them in auto and then your manual will do better. Hope that helped Kim. Is that all our questions?
Rich Patterson: That's it.
Andrew Maff: How long we ... What time is it? Oh, this is almost an hour and a half. Yeah, I think that's good. So again, Kim, yes, you're right. That's what I've done. Thanks so much. No problem, Kim.
Rich Patterson: Shout out to Kim.
Andrew Maff: Big thanks to Kim, good seeing Joe, thanks Pam for letting me rename my funnel after you.
Rich Patterson: Thank you, Pam.
Andrew Maff: So again, one last round of free stuff. So, free audit, right? Someone's going to get that. And that thing's awesome. Took us a long time to figure out how to build that thing, 30 minute audit, anyone who wants it, I'll do it. I don't care, we're just going to hop on a call and chit chat. You have your logo ... Your URL and password there, eBook, I suggest reading that, maybe you're sitting on a plane going somewhere, go ahead. But of course not everyone is going to get the audit, so if you email me or Rich, we will have the PPC audit heavily discounted from what we usually do it for. And first come first serve. So we'll put you on a list and we'll get it going from there. But that was super fun I think it's [crosstalk 01:18:52] it's a good time. Appreciate it. Thank you so much for joining the Happy Hour for Amazon PPC. Everyone enjoy your Thursday, enjoy your weekend. If you have any questions, shoot us an email and we will talk to you later.
Rich Patterson: God bless.
Andrew Maff: Have a good week and good luck to you too.
Rich Patterson: Have a good week.
Andrew Maff: Wow.