Full Amazon PPC Guide Step-by-Step 2024 - Beginner to Advanced Sellers

Summary

In this advanced Amazon PPC masterclass, Mina Elias, a former chemical engineer turned successful Amazon seller, dives into the evolution of PPC strategies, emphasizing the shift from traditional methods to a more data-driven, analytical approach. He outlines the importance of understanding the sales funnel, click-through rates, and conversion rate optimization as crucial factors for profitability. Mina shares his personal journey from corporate disillusionment to entrepreneurial success in the supplement industry, highlighting his unique insights into data analytics, the cadence of optimization, and the mastery of search query performance reports. This class is designed for brand owners, PPC managers, and agencies aiming to scale from seven to nine figures, offering actionable steps and a fresh perspective on Amazon PPC.

Takeaways

• 💡 The new approach to PPC emphasizes focusing on one goal at a time, either scaling or optimizing for profit, avoiding simultaneous contradictory actions.
• 📈 Understanding the sales funnel, including click-through and conversion rate optimization, is crucial for PPC success and overall profitability.
• 📌 The three overlooked stages of PPC strategy are highlighted: scaling, optimizing, and plateauing, each with specific actions and goals.
• 📝 Emphasizes the importance of data analytics in PPC, advising a skeptical approach to Amazon's provided data and advocating for reliance on actual spend and total sales data.
• 🖥 Mina introduces a unique macro for analyzing search query performance reports, aiming to revolutionize PPC strategy and execution.
• 🚀 The significance of focusing on profit over traditional metrics like ACoS and TACoS is underscored, with a strategy to increase profit being the ultimate goal.
• 📉 Presents practical PPC audit techniques, including bid optimization, adding negatives, and identifying high-opportunity keywords for targeted campaigns.
• 📱 Discusses the impact of various factors on click-through and conversion rates, such as main image quality, product title optimization, and user reviews.
• 🛠 Stresses the importance of maintaining a clean and strategic approach to PPC, using negative keywords effectively, and adjusting bids based on performance data.
• 💧 Shares personal journey from chemical engineer to PPC expert, illustrating the potential for significant revenue growth through dedicated PPC management.

Q & A

What is the new approach to Amazon PPC as described by Mina Elias?

The new approach to Amazon PPC involves focusing on one goal at a time, either scaling or optimizing for profit, and understanding the funnel, including click-through and conversion rate optimization. It emphasizes the importance of data analytics and cautions against trusting Amazon's data blindly.

Why does Mina Elias believe the old way of doing PPC is no longer effective?

Mina Elias believes the old way of doing PPC is no longer effective because it involves taking actions in different directions simultaneously, such as increasing bids to scale and adding negatives to optimize, which can lead to unclear results and hindered performance.

What are the three stages of PPC mentioned by Mina Elias?

The three stages of PPC mentioned are scaling, optimizing for profit, and plateauing. Each stage has specific goals and strategies, such as increasing revenue during scaling, maximizing profit during optimization, and focusing on click and conversion rate improvements during the plateau phase.

How does Mina Elias suggest handling data analytics in PPC?

Mina suggests a skeptical approach to Amazon's data, recommending reliance on ad spend and total sales figures as the most reliable metrics. He emphasizes the importance of not taking Amazon's data at face value due to inaccuracies in metrics like ACoS.

What is the significance of the funnel in Amazon PPC according to the script?

The funnel is crucial for understanding how visibility (impressions) translates into interest (clicks) and finally into sales (conversion). It connects PPC to click-through and conversion rates, highlighting the need to optimize these aspects in tandem with PPC for improved profitability.

What does Mina Elias recommend for frequency of PPC optimizations?

Mina Elias suggests a cadence of optimization based on account size and stage, recommending bid optimization every 3-5 days, placement optimizations weekly, adding negatives every 1-4 days, launching new campaigns every 7 days, and adjusting budgets approximately every 5 days.

Why is the Search Query Performance Report significant in Mina Elias's strategy?

The Search Query Performance Report is significant because it provides detailed insights into keyword performance, including impressions, clicks, and conversion rates. It helps identify opportunities for improvement and refine PPC strategies for better profitability.

How does Mina Elias view the role of click-through and conversion rates in PPC?

Mina views click-through and conversion rates as critical factors that directly influence the effectiveness of PPC campaigns. Improving these rates can lead to more efficient ad spend, higher visibility, and ultimately, greater sales and profitability.

What is Mina Elias's perspective on trusting Amazon's PPC data?

Mina Elias advises against blindly trusting Amazon's PPC data, particularly metrics like ACoS and sales data. He highlights discrepancies and recommends focusing on ad spend and total sales as more reliable indicators of PPC campaign performance.

Why does Mina Elias emphasize focusing on one PPC goal at a time?

Focusing on one PPC goal at a time, such as scaling or optimizing for profit, allows for clearer strategies and more measurable outcomes. It prevents conflicting actions that can muddle results and ensures efforts are directed towards achieving specific objectives.