Amazon Sponsored Products Mastery. Jeff Cohen & Brandon Checketts

Transcription

1 Amazon Sponsored Products Mastery Jeff Cohen & Brandon Checketts

2 Poll Question: Are You Currently Running Sponsored Product Ads

3 !! Warning!! This presentation is going to be very DENSE if you are just getting started. Watch it Start a campaign Watch it again a week later and you ll understand a lot more

4 Why Use Sponsored Product Ads?

5 How Sponsored Ads Helps You Generate sales for new products Solicitate sellers to provide reviews Boost sales and BSR

6 Definitions

7 Definition: Impression Simply means your Ad was shown somewhere Not charged for Impressions Placement depends on relevance and bid

8 Prominent Placement on Desktop Search

9 At the bottom of search results page

10 On Competitor's Product Detail Pages

11 On the Amazon Mobile Website

12 On the Amazon Mobile App

13 Definition: Bid / Default Bid Maximum amount you want to pay when somebody clicks your ad Bid is not necessarily what you will pay, it is the max you are willing to pay.

14 Definition: Click Your ad was shown, and a user clicked on it You are charged money for clicks

15 Definition: Click Through Rate (CTR) Simple math: Clicks / Impressions Displayed as a percentage CTR is one way that Amazon determines relevance

16 Definition: Spend (aka Total Cost) Spend is a total of all of of your clicks

17 Definition: Cost Per Click (CPC) Simple Math: Cost / Clicks Tells you how expensive or competitive a keyword is

18 Definition: Order (aka Conversions) Somebody saw an ad, clicked it, and bought something If a customer bought more than one unit, it is still 1 conversion

19 Definition: Sales / Revenue Somebody saw an ad, clicked it, and bought something Total revenue from what they bought, multiplied by quantity Sales number will adjust over time

20 Definition: Conversion Rate Simple Math: Conversions / Clicks A key metric for determining how effective your listing is Higher conversion rates are better (for everything)

21 Definition: Advertising Cost of Sale (ACOS) Simple Math: Cost / Revenue Advertising cost as a percentage of sales

22 Organization

23 Definition: Campaign Highest Level grouping inside Sponsored Products Campaigns should be thought of as a container or way to group products and keywords into logical groups Targeting Type is specified per-campaign Daily budget is specified per-campaign

24 Definition: Ad Group Ad Groups are another container or way to group things Each campaign has one or more Ad Groups The only other thing specified per- Ad Group is the default bid Ad Groups contain Keywords and Product Ads

25 Definition: Product Ad Each Ad corresponds to a product Ad is really only the Image + Title Other advertising platforms (ie: Google Adwords) have more options, but Amazon keeps it really simple.

26 Keyword vs Search Terms Chris calls Keywords a Seed Term

27 Definition: Keyword Words you tell Amazon are related to your product These are what you think people search for When we use the term Keyword, it always has to have a Match Type next to it. If you don t see a Match Type right next to it, you are talking about a User Search Term

28 Definition: User Search Term Actual search terms These are the terms that a buyer is actually using Multiple search terms will be related to a single keyword

29 Definition: Negative Keyword [BROAD] apple slicer [NEGATIVE EXACT] purple apple slicer This means that we ll bid on all variations of apple slicer, except purple apple slicer Managed at ad group or campaign level

30 Organization

31 Explain Targeting Types Automatic Auto Broad Manual Phrase Exact

32 Auto Target Match Examples from our Auto Targeted Campaign pampered chef fruit cutter Amazon s Algorithm picks keywords based on your listing content, competitor products, maybe Image Recognition Only available to Auto-Targeted Campaigns Easy, but often inaccurate and expensive b0199sxmte vitamin blade potato peeler potato cutter apple corer mandoline slicer apple peeler fruit peeler pampered chef chopper peeler with grip pie carrier potato chopper b01mqdal0a gourmet chef b00ezqqo8m getting rid of love handles

33 Broad Targeting Must include specified keywords, but in any order May include other words before, after, in between Often you ll find poor performing phrases that can be used as negatives, or bid lower Examples for: [BROAD] apple slicer apple slicer green apple slicer apple slicer good quality red slicer for apple slicer for red apples slice case for apple iphone 6s

34 Phrase Targeting Specified words must be together Still includes slight misspellings, plurals of specified words Other words before/after These are very useful and may be as specific as you need Examples for: [PHRASE] apple slicer apple slicer apple slicers 12 piece apple slicer oxo apple slicer chefn apple slicer manual apple slicer and core removal thin apple slicer adjustable apple slicers 10 blade apple slicer apple slicer press

35 Exact Targeting Examples for [EXACT] apple slicer apple slicer Very Close Match might be better Includes Plurals, misspellings, prepositions apple slicers apples slicer an apple slicer appple slicer

36 KEYWORDS in Red SEARCH TERMS in black EXACT includes only misspellings, plurals, very minor variations PHRASE must include the keyword next to each other BROAD includes all of the individual words, but in different orders, and includes other words.

37 Art & Science

38 Art No right way to run campaigns Can t follow a step by step process Need to set your own rules/goals and follow them

39 Science Your campaign will collect data Analyze the data and make changes If you don t have enough data, collect more.

40 Your First Campaign

41 You Are Panning For Gold

42 The Old Way Auto Targeting - Connect to ASIN Let run for 7-10 Days Manually pull search term report, look for winners Create broad match keywords Takes 7-30 days Costs hundreds of dollars for 8-15 good keywords

43 Our Suggestion Start slow Learn on a single product Get to the data that matters Refine and expand

44 First Campaign Skip auto target Set up broad match campaign with key terms from your listing and your competitors Daily budget $20 Max bid $1.50 Select a single ASIN to get started Don t select keywords that overlap Apple Slicer Apple Corer NOT Apple Slicer Corer

45 Setting Up In Seller Central

46 Duplicate

47 First 3-5 Days Sales data is about 48 hours delayed, so you need to let this run for a minimum of 3 days. Look for quick winners (more than 10 clicks for a search term) Look for impression, are your terms relevant to your listing Adjust bid based on impressions and suggested bids to maximize impressions

48 Hundreds to thousands of impressions Keyword Impression on First Campaign Several hundred impressions, leave your bid alone If impressions are low, raise your bid to get more impressions. Looking for: Keywords to search terms

49 10-14 Day Review Sponsored Ads need time to collect data Don t be quick to make changes. The more clicks at the search terms level, the better the data. Look for true relevance, 50 clicks at the search term level

50 Other Things to Consider Product Conversion Rate vs Sponsored Ad Conversion Want keywords to mimic page conversion High impression, low click Let it run Low Impressions Increase Bid High Cost of Conversion Lower bid

51 Check List Get the Data, don t be too quick to move Find what is working, Target successful search terms Move search terms that are working to phrase match Same campaign (simple) or new campaign (complex) Add as negative in the broad match Rinse & Repeat

52 Getting Search Term Data - Manual

53 Getting Search Term Data - Manual

54 Getting Search Term Data - Manual

55 This Seems Like A Lot!

56 Here Is A Tool To Make It Easier!

57 Ad Management Platform Easily Setup and Manage Campaigns Deeper Data - No More Spreadsheets Directly Integrates into Amazon s System Provides Suggestions and Recommendations Organizes Campaign Management

58 Setting Up Your First Campaign

59 Set Campaign Types and Daily Budget

60 Ignite Auto Creates Ad Groups (Broad,Phrase,Exact)

61 Auto Suggest Keywords Based on Current Rank

62 How It Works Ignite makes suggestions based on ACoS Target Integrates search term report into the application Move keywords into Exact, Phrase and Broad Campaign Add negative keywords to the ad group or campaign Suggestions & recommendations are made for you to take action

63 Easy Access to Keyword Data

64 Easy Access to Search Terms

65 Optimization Tips Always start with product page optimization Higher conversion rates dramatically reduce ACoS Shoot for break even -- ACoS = Net Profit Margin As you accumulate data, bid more specifically (Move keywords down the funnel )

66 Optimization Tips Move bad performing keywords to negative campaign terms Generating clicks but no sales (min of 5 clicks but the more the better) Increase bid to increase impressions If you are are not getting enough impressions Add more keywords to get more impressions Use competitor terms Use caution with overlapping keywords as having too many specific keywords with only a few clicks each is hard to optimize

67 Campaign Organization For most private label sellers, we recommend one product (including variations) per group of campaigns 1 Automatic Targeted Campaign for ongoing keyword research, and really cheap extra impressions 1 Manual Learning campaign with reasonable daily budget 1 Manual Winners campaign with high daily budget

68 Case Study Old Way New Way

69 Case Study Old Way - Nov 15 - Feb 3 New Way - Feb 3 - Feb 20

70 Bring On The Questions 30 Day Free Trial TheAmazingSeller.com/Ignite BONUS: Sponsored Ads Mastery FB Group + Training