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AMAZON ADS IN 2019: THE ULTIMATE AMAZON PPC WORKSHOP/HAPPY HOUR

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On April 4th, Andrew Maff & Rich Patterson of Seller's Choice to talk about their Amazon PPC Funnel Strategy AND enjoy a drink.
Yeah, the slides are awesome, but the drinks were even awesome-r.

These slides are from that epic webinar.
Why?
Because we believe everyone should use these to improve their Amazon PPC strategies. Just think, you'll be better than everyone else who doesn't read it.

We touched on every aspect we could think of for how we manage our Amazon PPC campaigns here at Seller's Choice. We touched on some basics but, if you don't know the basics, this webinar isn't for you.

Check out the slides attached here and feel free to reach out if you have any questions!

SUBSCRIBE to our YouTube channel to see all of our other webinars!
SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT

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AMAZON ADS IN 2019: THE ULTIMATE AMAZON PPC WORKSHOP/HAPPY HOUR

  1. 1. AMAZON ADS IN 2019 THE ULTIMATE AMAZON PPC WORKSHOP/HAPPY HOUR
  2. 2. Director of Marketing and Operations at Seller’s Choice Over a decade in e-commerce marketing Helped many sellers scale to well over 8-figures Digital strategy expert Amazon Advertising Sponsored Accredited Married & loves a good glass of whiskey (no relation) PAID ADVERTISING COORDINATOR Amazon sponsored ads specialist Targeted advertising strategist Advertising campaign coordinator Amazon SEO strategist Enjoys a gourmet meal, so long as you’re paying.
  3. 3. LOOKING TO LEARN THE KEYWORD FUNNEL STRATEGY WANTING TO REDUCE YOUR ACOS TIRED OF COMPETITORS KICKING YOUR @$$ TRYING TO SCALE YOUR PPC CAMPAIGNS READY FOR SOME DRINKS….
  4. 4. THE BASICS ARE YOU CURRENTLY ADVERTISING ON AMAZON?
  5. 5. THE BASICS LET’S TOUCH ON THE BASICS
  6. 6. THE BASICS - AD TYPES Sponsored Brands (Formerly Headline Search) Sponsored Products Product Targeting
  7. 7. THE BASICS - CAMPAIGN TYPES AUTOMATIC ● Keywords, ASINs & placements selected for you ● Negative keywords available ● Bid adjustments: Close Match, Complements, Loose Match, Substitutes MANUAL - SPONSORED PRODUCTS ● You select keywords & ASINs ● Placed in beginning, middle and end of search results ● Negative keywords available ● Bid adjustments on keywords MANUAL - SPONSORED BRANDS (FORMERLY HEADLINE SEARCH) ● You select keywords, ASINs, & landing page ● Placed at top of search results ● Negative keywords not available ● Bid adjustments on keywords MANUAL - PRODUCT TARGETING ● You select ASINs and products & categories to target ● Placed under Buy Box ● Negative product & brands available ● Bid adjustments on ASINs and categories
  8. 8. THE BASICS - KEYWORD TYPES EXACT: ben roethlisberger jersey PHRASE: black ben roethlisberger jersey large BROAD: black ben roethlisberger number 07 jersey large
  9. 9. THE BASICS DO WE NEED TO TOUCH ON THE BASICS MORE?
  10. 10. STRUCTURING CAMPAIGNS AUTO CAMPAIGNS: Big Ben - Auto AD GROUPS: Big Ben Home - Auto Big Ben Away - Auto SP CAMPAIGNS: Big Ben - Manual AD GROUPS: Big Ben Home - Research Big Ben Away - Research Big Ben Home - Success Big Ben Away - Success PORTFOLIO: STEELERS PT CAMPAIGNS: Big Ben - Product AD GROUPS: Big Ben Home - Product Big Ben Away - Product SB CAMPAIGNS: Big Ben - Headline
  11. 11. BID ADJUSTMENTS HOW OFTEN DO YOU OPTIMIZE?
  12. 12. BID ADJUSTMENTS THE CORRECT ANSWER IS….
  13. 13. BID ADJUSTMENTS *WEEKLY! *Excluding busy seasons or holidays
  14. 14. BID DECREASING KEYWORD/PRODUCT TARGETING BID DECREASES *If 5-15% above target ACoS: Reduce bids by 15% *If 16-25% above target ACoS: Reduce bids by 20% *If 26%+ above target ACoS: Reduce bids by 30+ *If $10-$15 spent and more than 10 clicks with no sales: Reduce bids by 10% *If $16-$20 spent and more than 10 clicks with no sales: Reduce bids by 20% *If $21+ spent and more than 10 clicks with no sales: Reduce bids by 30% *Adjust numbers based on goals
  15. 15. BID INCREASING KEYWORD/PRODUCT TARGETING BID INCREASES *If 10%+ below target ACoS: Increase bids by 10% *If less than 5 clicks with no sales: Increase bids by 10% *Adjust numbers based on goals
  16. 16. SCALING CAMPAIGNS DOWNLOAD SEARCH TERM REPORT ADD *SUCCESSFUL KEYWORDS *Success is defined by your goals
  17. 17. WHAT TO WATCH FOR BLEEDING KEYWORDS BUT WHAT IS A BLEEDING KEYWORD?
  18. 18. THE FUNNEL STRATEGY
  19. 19. WHO DOES THIS WORK FOR?!
  20. 20. EVERYONE
  21. 21. EVERYONE
  22. 22. REASONS YOUR CAMPAIGNS SUCK Product Targeting Better for Brands Sponsored Brands Better for Large Product Lines Sponsored Products Better for “Non-Window Shopping” Products
  23. 23. REASONS YOUR CAMPAIGNS SUCK ● Listing Optimization/EBC!!!!! ● Competition ● Bad reviews ● Bad landing page (Sponsored Brand) ● Keywords too broad ● Lack of keywords
  24. 24. SO… HOW DO WE DO IT?!
  25. 25. IT’S A SECRET!
  26. 26. JUST KIDDING
  27. 27. JUST KIDDING ...KIND OF.
  28. 28. THE SPREADSHEET METHOD Download bulk files ---> Filter ---> Optimize bids ---> Upload bulk files MERGE BULK FILES!
  29. 29. READY TO OPTIMIZE THOSE CAMPAIGNS?! ...OR IS IT TOO MUCH?
  30. 30. WE CAN DO IT FOR YOU! Email: andrew@sellerschoice.digital
  31. 31. FREE STUFF AMAZON PPC AUDIT $750 value 30 MINUTE MARKETING AUDIT SellersChoice.digital/Webinar-Contest Password: happyhour @AndrewMaff DOWNLOAD! Optimized Amazon Listings to Increase Conversions and WIN! bit.ly/AMZListOpt
  32. 32. THIS WEEK ONLY! $500 AMAZON PPC AUDIT$750 value Email: andrew@sellerschoice.digital ● 6 Pages of Deep Diving Info. ● Structural Suggestions ● Keyword Strategies ● High Level AND Granular Look Into Campaigns
  33. 33. THANKS FOR ATTENDING OUR WORKSHOP/HAPPY HOUR!

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