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AmafestUK 2020 -Florian nottorf - 5 Amazon PPC Hacks:Maximize sales on amazon with the right ppc strategy

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5 Amazon PPC Hacks Maximize Sales On Amazon with The Right Ppc Strategy

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AmafestUK 2020 -Florian nottorf - 5 Amazon PPC Hacks:Maximize sales on amazon with the right ppc strategy

  1. 1. Florian Nottorf @fnottorf 5 Amazon PPC hacks: Maximize sales on Amazon with the right PPC strategy
  2. 2. Dr. Florian Nottorf Co-CEO & Data Scientist I PPC I Numbers I Performance I Adference About me
  3. 3. Adference The Tool for Professionals Advertising on Amazon Bid- Budget- Campaign- Keyword- Management 1 2 3 4 Predictive Optimization for Amazon Ads Automate, reduce cost, optimize ACoS + Automation + Machine Learning + Scaling Dr. Florian Nottorf Co-CEO & Data Scientist I PPC I Numbers I Performance I Adference About me
  4. 4. PPC Hack Nr. 1 Nutze verschiedene PPC Strategien für deine Produkte 5 Amazon PPC hacks: Maximize sales on Amazon with the right PPC strategy
  5. 5. PPC Hack No. 1 Use different PPC strategies for your products
  6. 6. Use different PPC strategies for your products You need to run different ppc strategies along individual product life cycles Push new products Launch Growth Maturity Saturation Decline Time Revenue Profit Revenue Break-Even 1 Maximize Traffic 1
  7. 7. Use different PPC strategies for your products You need to run different ppc strategies along individual product life cycles Push new products Launch Growth Maturity Saturation Decline Time Revenue Profit Revenue Break-Even Tran- sition phase 1 2 Maximize Orders Maximize Traffic 1 2
  8. 8. Use different PPC strategies for your products You need to run different ppc strategies along individual product life cycles Push new products Launch Growth Maturity Saturation Decline Time Revenue Profit Revenue Break-Even Tran- sition phase Maximize profit 1 2 3 Maximize Revenue Maximize Orders Maximize Traffic 1 2 3
  9. 9. Use different PPC strategies for your products You need to run different ppc strategies along individual product life cycles Push new products Launch Growth Maturity Saturation Decline Time Revenue Profit Revenue Break-Even Tran- sition phase Maximize profit 1 2 3 Maximize Revenue Maximize Orders Maximize Traffic 1 2 3 Target (ACoS, ROAS, CPO) Budget
  10. 10. PPC Hack No. 2 Consider the Conversion Delay
  11. 11. Sponsored Products Campaigns: Conversion is attributed at the day of the click (01.01.) 01.01. 02.01. 03.01. 04.01. 05.01. Click KW: esn designer whey Order Pay attention to the conversion delay when evaluating your performance
  12. 12. Pay attention to the conversion delay when evaluating your performance Performance from 01.01.2020 checked on... Clicks Conversions CVR ...02.01.2020 1.000 10 1,0% ...03.01.2020 1.000 11 1,1% ...04.01.2020 1.000 12 1,2% ...05.01.2020 1.000 13 1,3% ...06.01.2020 1.000 14 1,4% ...07.01.2020 1.000 15 1,5% Wait 7-14 days until the evaluation of your performance! ...or consider it :-)
  13. 13. PPC Hack No. 3 Avoid budget limits (or handle it intelligently)
  14. 14. Increase sales with less budget?! - Reached daily budget limit of 800€ - Ads are not played the whole day = you do not participate in every auction on Amazon
  15. 15. Increase sales with less budget?! - Reached daily budget limit of 800€ - Ads are not played the whole day = you do not participate in every auction on Amazon Costs decrease = less sales & clicks?
  16. 16. Increase sales with less budget?! - CPC was lowered - so the budget is sufficient to participate in more auctions per day - Clicks & Sales increase - Performance improves: less costs, more sales!
  17. 17. PPC Hack No. 4 Calculate your bids instead of using rules
  18. 18. Using rules is not working for mid and long tail keywords
  19. 19. Using rules is not working for mid and long tail keywords
  20. 20. Using rules is not working for mid and long tail keywords ...When to decrease bids? ...After 10 clicks? ...Decrease bids at all? ...What is a good initial bid?
  21. 21. Using rules is not working for mid and long tail keywords ...When to decrease bids? ...After 10 clicks? ...Decrease bids at all? ...What is a good initial bid? Using rules is not working for mid and long tail keywords: - Keywords collect too much costs for too long or - Keywords run too long at too low a level
  22. 22. The 1x1 of the bid calculation Revenue Per Click target CPC Target ACoS= *
  23. 23. The 1x1 of the bid calculation target CPC Conversion Rate Target ACoS Average Order Value = * * Probability with which a click leads to a purchase Expected sales volume for a purchase through the keyword Your target Revenue Per Click target CPC Target ACoS= *
  24. 24. The 1x1 of the bid calculation target CPC Bid Conversion Rate Target ACoS Average Order Value = * * Probability with which a click leads to a purchase Expected sales volume for a purchase through the keyword Your target Revenue Per Click target CPC Bid Target ACoS= * Uplift* Uplift* Difference between CPC & bid
  25. 25. The 1x1 of the bid calculation Bid Conversion Rate Target ACoS Uplift Average Order Value = * * * 0,25 $ 5% 10%50 $= * * target CPC 0,30 $ 5% 10% 1,250 $= * * * Bid
  26. 26. PPC Hack No. 5 Use bid adjustments for placements
  27. 27. At what level can I place my bids? Keyword PAT PAT Sponsored Products Sponsored Brands 4 Targets Keyword Campaign type Targeting Type Auto Manual Manual Target
  28. 28. At what level can I place my bids? Keyword PAT PAT Sponsored Products Sponsored Brands 4 Targets Keyword Campaign type Targeting Type Auto Manual Manual Target
  29. 29. Bids by placement - how do I set the percentage increase? RPC
  30. 30. Bids by placement - how do I set the percentage increase? 3,59 € 1,55 € 2,00 € RPC
  31. 31. Bids by placement - how do I set the percentage increase? 1,69 € 3,59 € 1,55 € 2,00 € RPC
  32. 32. Bids by placement - how do I set the percentage increase? 1,69 € 3,59 € 1,55 € 2,00 € RPC +112% +112%
  33. 33. Get your free calculator for placement bid adjustments: adference.com/placements
  34. 34. Adference GmbH Munstermannskamp 1 21335 Lüneburg | Germany very much for your attention Thank you Dr. Florian Nottorf Co-CEO & Data Scientist Email: nottorf@adference.com Connect on LinkedIn The Tool for Professionals Advertising on Amazon Predictive Optimization for Ads on Amazon Get intouch now
  35. 35. Florian Nottorf @fnottorf 5 Amazon PPC hacks: Maximize sales on Amazon with the right PPC strategy https://www.slideshare.net/secret/xgf2408sAh3Ds7

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