Full Amazon PPC Guide Step-by-Step 2024 - Beginner to Advanced Sellers
Summary
TLDRIn 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.
Outlines
🚀 Introduction to Advanced Amazon PPC Strategies
Mina Elias introduces an advanced Amazon PPC masterclass, focusing on new PPC strategies that outperform traditional methods. He emphasizes the importance of understanding the sales funnel, click-through and conversion rate optimization, and the role of data analytics in PPC success. Mina shares his background as a chemical engineer who transitioned to e-commerce out of a passion for supplements, detailing his journey to scaling his brand on Amazon and eventually founding his PPC agency, Trivium. The session is targeted at brand owners, PPC managers, and agencies, offering insights into why old PPC methods are now less effective and how to adopt a more goal-oriented approach for scaling or optimizing for profit.
📊 Navigating the New Landscape of Amazon PPC
This section delves into the shortcomings of the old PPC approach, which involved launching campaigns and attempting optimization without clear objectives, leading to inefficiencies and mixed results. Mina explains the new way of doing PPC, focusing on setting one goal at a time—either scaling or optimizing for profit—and avoiding simultaneous actions that pull in different directions. He highlights the importance of understanding the entire sales funnel, not just PPC, and considering factors like click-through rate and conversion rate. Mina argues that too much trust in Amazon's data can lead to misguided decisions, advocating for a more hands-on approach to adjusting campaigns based on real outcomes rather than relying solely on Amazon's analytics.
🔍 Deep Dive into PPC Analytics and Funnel Optimization
Mina emphasizes the critical role of the sales funnel in PPC strategy, explaining how PPC is just one part of the broader picture that includes click-through rate and conversion rate optimization. He introduces the concept of 'micro-funnels' for each keyword, stressing the need for a detailed analysis of each step from impressions to clicks to sales. Mina shares actionable steps for improving click-through and conversion rates, covering elements like product images, titles, reviews, pricing strategies, and the use of coupons and badges. He also discusses the importance of addressing negative keywords and adjusting bids based on data-driven insights.
📈 Strategies for Scaling and Optimizing PPC Campaigns
In this segment, Mina outlines the three stages of PPC management: scaling, optimizing, and plateauing. He details specific actions for each stage, such as increasing bids and budgets for scaling, reducing spend and adding negatives for optimizing, and maintaining stable spending while focusing on click and conversion rate improvements during the plateau phase. Mina provides insights into the ideal cadence for these activities and shares tips for analyzing campaign performance to inform decisions. He also introduces his analytics tool, Trivium Analytics, which facilitates detailed PPC audits and helps identify areas for improvement.
🛠 Utilizing Advanced Tools and Metrics for PPC Success
Mina introduces a powerful macro and analytics tool that combines various Amazon reports to uncover hidden opportunities and inefficiencies in PPC campaigns. He demonstrates how to use these tools to analyze conversion rates, search volume, impression share, and organic vs. sponsored ranks for specific keywords, enabling advertisers to make informed decisions on where to allocate their budget for maximum impact. By focusing on profitable keywords and optimizing based on comprehensive data, advertisers can significantly improve their PPC performance and overall profitability on Amazon.
💡 Emphasizing Profit as the Ultimate Measure of PPC Success
The final section reiterates the importance of focusing on profit rather than just ad spend metrics like ACoS or TACoS. Mina underscores the need for a long-term strategy that prioritizes profitability over vanity metrics, using examples to illustrate how higher spend can sometimes lead to greater profit. He advises advertisers to regularly monitor their profit margins and adjust their PPC strategies accordingly, ensuring that every decision contributes to the bottom line. Mina's approach emphasizes a holistic view of Amazon selling, where PPC is one part of a larger strategy aimed at maximizing profitability.
Mindmap
Keywords
💡PBC (Pay-Per-Click)
💡Funnel Analysis
💡Conversion Rate Optimization
💡Data Analytics
💡Search Query Performance Report
💡Scaling vs. Optimizing
💡Cadence of Optimization
💡Attribution
💡Click-Through Rate (CTR)
💡Brand Story
Highlights
Introduction to the advanced Amazon PPC master class by Mina Elias, focusing on new PPC strategies, data analytics, and conversion rate optimization.
Mina Elias shares his journey from a chemical engineer to a successful supplement brand owner and PPC expert.
The old way of PPC is discussed as inefficient, involving simultaneous actions that could lead to unclear results.
Introduction of a new PPC approach emphasizing one goal at a time, whether scaling or optimizing for profit.
The importance of understanding the Amazon sales funnel and the interconnectedness of PPC, click-through rate, and conversion rate.
Highlighting the unreliability of Amazon's data and the importance of focusing on actual spend and total sales.
An analogy of adjusting shower temperature to explain the need for gradual adjustments in PPC strategies.
The breakdown of the Amazon funnel from impressions to sales and the critical role of PPC in increasing visibility.
Key factors influencing click-through rate, including product images, title, reviews, and pricing.
Conversion rate optimization techniques, emphasizing the importance of product images and videos.
The concept of 'mini funnels' for each keyword and the importance of specific keyword optimization.
The introduction of Trivium Analytics as a tool for PPC account audit and optimization.
Three stages of PPC management: scaling, optimizing, and plateauing, with strategies for each phase.
The use of the search query performance report to uncover hidden opportunities and optimize keyword strategy.
The ultimate metric of success in PPC is profit, not ACoS or TACoS, emphasizing the importance of profitability over other metrics.
Transcripts
okay guys this is the advanced Amazon
PBC master class I am your host Mina
Elias the key takeaways today are going
to be the new way of doing PBC and I'm
going to talk about the old way of doing
PBC and why I don't think it works
anymore understanding the funnel click
thre and conversion rate optimization
super important if you guys are talking
about profitability this is one of the
biggest levers that you guys can pull
the three stages of PVC that no one is
talking about data analytics so a lot of
people are struggling with data so I'm
going to cover all of the important data
analytics stuff the Cadence of op
imization how frequently should I
optimize and all that kind of stuff and
then search queer performance report
Mastery I'm going to blow your mind with
this macro that we we created so I'm
excited for that who's the stock for
brand owners from seven to nine figures
more specifically PPC managers people
who hold PBC agencies accountable
aggregators and other PPC agencies why
should you listen to me so for those of
you who don't know who I am I was a
chemco engineer got my bers and Masters
worked in corporate worked up the
corporate ladder hated my life decided
to start a supplement brand out of a
passion tried to sell it on Amazon
became completely obsessed with how to
make it work because it was my ticket
out of the life that I hated I was able
to scale the brand in December of 2020 I
believe that was the first time I really
hit some significant Revenue we doing
$94,000 a month in Revenue I started
sharing information and helping people
on podcasts I was approached by an
aggregator they tested me on one of
their brands and I beat the six top
agencies in America there was a very
high demand for me to start an agency
and so trivan was born and it was born
in 2021 I want to say I Incorporated in
March and then you know in May is when I
took on my first client and we've grown
to 85 amazing people like Natalie Nicole
and Brandy this is old we manage over
180 Brands now under management so let's
talk about the old way of doing PPC the
old way of doing PPC is launching
campaigns and then going in there and
trying to do optimization so this is
what I used to do too You' go in and
You' say okay cool I want to get my
tacos down so you're looking for
keywords you're lowering the bids you're
looking for opportunities so you ID
identify profitable Search terms you
launch them in new campaigns the problem
with the old way of doing PPC now it's
not entirely bad right you're finding
bad keywords wasted spend eliminating it
you're finding good keywords
opportunities launching that you're
launching sponsor brand you're launching
sponsor display you're doing all of
these things that if you look at them
individually they're not wrong they're
right but the problem is is when you do
them together at the same time that's
when you have a problem this is why
because let's say that I'm trying to
scale my brand if I'm trying to scale my
brand I want to take actions that are
going to increase my Revenue so when I
start increasing bids increasing budgets
but also lowering bids and adding
negatives this becomes a problem because
I'm taking these actions in the in the
wrong like two actions in different
directions so let's say that I lowered
the bid on a main sales driver
electrolyte powder 120% EOS drives 50
sales a day or something like that and I
lower the bids there and at the same
time I launch Five campaigns something's
going to happen to my total sales
something's going to happen to my profit
profits and I'm not going to know what
caused it was it because I launched
those campaigns or was it because I you
know optimized the bids or what was it
so that's the old way of PPC it's not
clear this is the new way of PPC right
one goal at a time so I'll talk about
the three stages but the goal is are you
either scaling or are you optimizing for
profit now if you're scaling you I I
don't want you to say okay I'm not I'm
not going to add any negatives because
I'm not going to optimize at all no of
course if you have keywords that are
bleeding spending money and no sales or
super high AOS and and very low sales of
course pause them right but those are
going to be so small that they're not
going to have a huge impact but at least
you're not lowering bids and increasing
bids at the same time I used to do this
I used to take the bulk sheet and I
would take all the keywords that are
high AOS or spend and no sales lower the
bids all the keywords that that are low
AOS increase the bids okay I just took
two actions in two different directions
and I don't know what caused the result
was it a bad result because of what was
it a good result because of what I
didn't know so picking one goal at a
time and optimizing based on that goal
I'm going to break this down in very
actionable steps exactly what you need
to do for each goal and then
understanding the funnel so no longer
can you look at PPC as just PPC it
doesn't work because it's connected to
your click rate and conversion rate it
touches too many things I can be the
best PPC person in the world I can jump
on your account and I promise you I will
not be able to save it if your cook
thread and conversion rate have a
problem okay so a lot of you guys are
are looking to you know oh man I'm
looking for that amazing PPC person or
or or that amazing PPC strategy that's
going to save you it's not going to save
you if your cook threate conversion rate
are messed up so that's why my Approach
is always okay we have you know we're
going to look at the funnel we're going
to talk about it you're working on PPC
you're also working on click rate you're
also working on conversion rate
everything is improving 1% better every
day that's one of our core values is 1%
better every day so knowing the other
factors that affect PBC I talked about
you know click threate and conversion
rate and I'm going to break down every
single factor that affects click threate
and conversion rate and then not not
trusting the data so this is the new
mindset too many people trust the data
that Amazon is putting in front of them
you go you look at campaign manager and
you're like oh okay this campaign is
doing well the AOS is great and you
trust that data I want to tell you AOS
beyond the shadow of a doubt is not
accurate your AOS is not accurate your
sales data is not accurate and I'll tell
you how I know this and I've
experimented with this so many times
just you do it take a campaign find any
campaign it's spending $50 a day and
making $100 a day in sales two as 50%
EOS you're not happy with it perfect
pause that campaign the entire campaign
you should spend $50 less and make only
$100 less from PPC sales correct what
you're going to notice is you're going
to spend $50 less but you're going to
lose probably more than $100 in sales
and then you're going to say well why I
paused that one campaign only why did my
sales drop because the attribution is
off because the PPC also affects the
organic since everything's connected and
and you know the attribution is off we
can't even look at the metrics anymore
so what I can rely on is I can rely on
my at spend and I can rely on my total
sales those are real numbers the at
spend I'm getting charged in my credit
card the total sales it's showing up in
in you know in my statements in my bank
statements and at the end of the day
when you take out the Amazon fees and
all this stuff it's showing up in my
bank account so that's what I can take
to the bank is those numbers those are
the real numbers everything in between I
take it with a grain of salt right so
here's how I think about it if you were
in the shower right and in the shower
you have a knob and that knob says okay
here it's 60° temperature here it's 80°
here it's 120° of water right so you
turn it to the 120 degrees You're
Expecting The Water to be incredibly hot
like 122 degrees is going to burn you
you put your hand in there and you're
like that's not even that hot right so
now you know that these numbers are not
accurate so the only way for you to move
forward beyond that point because you
know the numbers are not accurate it's
not calibrated correctly whatever is for
you to turn the knob and then feel what
happen so you turn the knob a little bit
warmer and it's like okay it's getting a
little bit hotter it's getting a little
bit hotter okay now it's a little bit
too hot let's turn a little bit back
down okay now that's the perfect
temperature so that's the exact same
thing that I do with PPC is I'm like
okay I can't fully trust the data let me
take these five campaigns they look like
they're performing well let's see if we
can improve the performance let's
increase the budgets of those campaigns
let's increase the bids of those
campaigns now let's wait a week what
happened what happened to my total sales
not what happened to those campaigns
what happened to my total sales oh total
sales are better okay solid now I know
that that change in the knob right the
increase in bids increase in budgets
resulted in a better total sales and
that's literally the approach I take
with everything so what is the funnel
this is the funnel on Amazon right at
the top here okay you have Impressions
these are people seeing your listings on
Amazon so people are typing in a bunch
of keywords your listing pops up in the
search results that's an impression and
you know unfortunately sometimes you'll
show up in the bottom of page or like
page one loads and you're at the bottom
and no one even scrolled that low I'm
not sure if that counts as an impression
or not we can't get the real answer from
Amazon but impressions are basically
people seeing your listing a certain
number of those impressions are going to
turn into clicks and so that is going to
be dependent on your click threade so
your product shows up in front of people
certain number of those people decide
this is a good product for me I want I
want to take a look at it they click on
it you get a bunch of clicks same thing
happens a bunch of those people a
certain number of those people that are
clicks turn into sales and that is
dependent on your conversion rate so of
course since we're talking PPC and cook
the in conversion rate if I want to get
more Impressions that's how I'm GNA use
PPC I'm gonna get more Impressions and
I'm gonna get potentially better clicks
so more qualified clicks so that's where
PPC comes in is to show your product to
more and more people but literally all
PPC can do is it can show you to more
and more people that's it so that's why
when people come to me and they're like
Mina like we need you for PPC and you're
going to save us no no no no no listen
I'm going to do PPC amazing but all I
can do is I can show you to as many
people possible in the most profitable
way possible
but if you have a clickr rate problem or
a conversion rate problem this is going
to be a big section right here this is
going to be big and then this one's
going to be small and this one's going
to be even smaller right so a million
impressions you know 100 clicks 20 sales
versus a million impressions 500 clicks
150 sales that's the difference right
when you're optimizing so what is Click
rate click threate is clicks divided by
Impressions so number of clicks divided
by number Impressions this is not to be
confused with sessions sessions is the
unique visitors coming into your listing
clicks is 100% based on sales data PPC
data so it's the number of clicks that
you're getting from PPC divided by the
number of Impressions now here's the
beautiful thing now that Amazon released
the search queer performance report you
can take your total clicks that you got
for a certain keyword divided by the
total Impressions you got for that
keyword and it will give you the
clickthrough rate based on that keyword
paid and organic again take it with a
grain of salt When comparing it don't
compare it to your PBC data just compare
all the keywords relative to each other
so the best way that I like to do this
and I'm going to cover it when we get to
the search career performance report is
look at your brand name if your brand
name has a 0.8% cckr rate then you know
a 0.7 or 0.6 cckr eight is pretty solid
0.2 or 0.3 cckr rate is a pretty bad so
that's how I like to look at it it tells
you how desirable your product is in the
search so it's like a bodybuilding show
right in Amazon someone types an electri
powder there's a bunch of products that
pop up they're going to say oh you know
let me look let me look I like this one
and they're going to click on that one
and that's what tells you your click
thread is from The Impressions how many
clicks are you getting how desirable is
my product now here's the good thing as
you increase click th rate not only do
you get more people for the same
advertising efforts and for the same
organic ranking you get more people
coming to the listing it also lowers
your cost per click and it increases
your sessions for the exact same amount
of ads which is going to result in more
sales cheaper sales and it gets you more
more clicks and more sessions coming in
for free from organic so so improving
click through rate is going to have a
huge impact on your business so what are
improve click threate seven factors main
image the title the reviews and star
rating the price if you're FBA versus
fbm if you have discounts or coupons and
if you have a badge like the best seller
badge those are the main ones that
affect and I'm going to go through them
quickly right because this is supposed
to be a PPC master class and I want to
go through this faster so main image you
want it to be high quality attractive
big eye candy and mention some selling
points right on the packaging so this is
kind of some before and afters that we
did at Trivium before you can barely
read the text it's the three bottles
after it's a little bit attractive has
eye candy and you can see that it's a
you know it's hard to see here in the
screenshot but it's a serum package
tenzo before looks weird after box 10
packs matcha you can see that it's USDA
organic and ceremonial grade it's very
nice and green same thing with these
ones so the more that you can get
selling points on the main image if you
can use box even if you don't have a box
if you can use I can handy the better
title this is you know my favorite thing
to do is just use data dive and optimize
it so take your title run it against
your competitors titles look where
you're missing in terms of keywords
optimize your SEO for your title and
make it as readable as possible chat GPT
can help too sometimes rating super
self-explanatory I don't care what
anyone says if you have 40,000 reviews I
know Body Fortress I personally think
that they're a trash product I think
they have bad ingredients they're not
that good quality protein they have
40,000 reviews they're making money like
that's it they're making a lot of money
because they've been around for ages I I
remember being 10 years old seeing this
product price and the price per ounce or
the price per count price per package
Amazon is a Marketplace and like any
Marketplace people are going to be price
sensitive optimize your price I like to
use prophecy the tool prophecy p r o f a
e which uses AI it's only 600 bucks a
month use AI optimizes my price you can
do this manually split test your pricing
increase your pricing decrease your
pricing look at what happens to clickr
it and what happens to your profit and
also I ran a poll on piku and noticed
that a lot of people even though I had
the lowest price said that oh you have a
high price per ounce I'm going to go
with this $40 one even though I was 30
who has you know lower but I'm like dude
I have 100 servings and these people
have 50 servings but for some reason
their price per ounce was less the speed
shipping speed FBA versus fbm if you
have a shipping speed time you're going
to have a lower click rate and a lower
conversion rate coupons you can Grease
the wheels with coupons there another
thing that will improve click through it
again self-explanatory split test
different coupons what I found is people
will take on 50% of the clicked coupon
so let's say that I have 100 people
click on the coupon to save 10% only
half of them actually end up clicking
and using them in the checkout which
means I'm actually offering a 5%
discount badges if you're in a situation
where you are very close to getting the
bestseller badge let's say you're
position three or four and to get to
position one you have to like waste a
little bit of PPC money and and you know
push a little bit harder to get there I
guarantee you that your sales will
Skyrocket if you get the bestseller
badge so if you're not in that situation
nothing to wor about then we move into
conversion rate again going to go
through this quickly conversion rate is
sessions which is the unique visitors
coming into the listing divided by unit
sold so the reason that I separate
clicks and sessions is because you can
have one session which is me Mina allias
typing in electroly powder electrolyte
supplement electroly powder for men
clicking on the different sponsor ads on
these different keywords clicking on the
headline search ad clicking on the video
and I just cost you five clicks and I'm
one session and maybe I convert maybe I
don't convert so tracking sessions is
super important and it tells you how
desirable your product is once the
Shopper is inside of the listing okay so
once they're in there they click they go
in it tells you how desirable your
product is the higher your conversion
rate is more sales you're going to do
without having to change anything else
so one of the biggest levers that you
can pull is improve your conversion rate
now a lot of people tell me Mina I
struggle to scale profitably on Amazon
the reason is your conversion rate is
too low your click rate could be also
too low but the number one thing is your
conversion rate is too low a lot of
people will be scaling and they're happy
and then they're going to hit a point
where it's a point of diminishing
returns and they're starting to Plateau
the reason that they hit this point is
their conversion rate hasn't been
growing proportionately you're always
going to hit a ceiling if your
conversion rate is not improving so
improve your conversion rate and you'll
notice that you're able to scale even
more improving conversion rate here's
the things that are going to affect your
conversion rate the rest of the images
the videos your title if you have stock
discounts and coupons virtual bundles
bullet points if you have defensive ads
running which will push your competitors
down from the the fold in the page
related products Brand Story A+ content
and premium A+ content questions and
reviews so let's go through these pretty
quickly rest of the images these need to
be sales images so for example I want
you to imagine that I can't speak or
hear I can only see and you can't speak
or hear to me you're going to come up to
me and you're going to give me a book
that has five images in it and in that
book just by flipping through the images
I am now convinced that your product is
the best product on the market and it's
the best product for me that's how you
should think about those images so every
single image should have a selling point
a benefit why this is the best product
why it's better than everyone else why
it's going to solve my problem better
than everyone else that's the way to
think about images keep them nice
Creative Image heavy and big like blocks
of text boom boom does this does that
prevents crash adds hydration does you
know just different things so as I'm
looking again remember we're all now
used to Tik Tok and short form content
and reals our attention span is getting
shorter and shorter you need to sell me
by quickly looking in five images you
can do this obviously by doing
competitor analysis but also go look at
all of the one star reviews of your
competitors document all the stuff the
bad stuff that they have look at the
five stars of everyone all the good
stuff and then quickly showcasing the
images how you don't have any of the bad
stuff and you have all of the good stuff
adding a video this is definitely
something you know that's going to help
your conversions and you can do this in
a few ways you can you know get a full
production done you can use the creative
percent for example or video freshh
those are two amazing companies that you
can get videos done or you can use user
generated content so you can find
creators on Instagram YouTube whatever
have them make a video that's what I did
uh my neighbor is actually an Amazon
influencer and a Tik Tok shop influencer
and she pretty much did a video for me
right in her apartment it was amazing
and I saw a conversion rate Improvement
title we talked about the title SE
optimization it needs to be easy to read
now pay attention to the desktop versus
mobile cuto so when you're writing the
title you know go and preview it in
desktop and mobile and make sure that
the mobile title doesn't cut off in a
weird place the store people are going
to judge you based on your store you
don't have to have an amazing store
here's what I did that was super super
easy I went and I found my top
competitors I looked at their modules I
took it I you know the best of everyone
I sent it to my graphic designer I said
can you please recreate you know MMA
nutrition to look like you know this
storefront and that's it and I
replicated and it was very very simple
but then when people come and visit the
storefront they're like okay you know
cleaner ingredients higher standards
this looks like it's a good brand rating
and review count self-explanatory under
four stars like three and a half Stars
you're going to suffer tremendously so
you should have a focus on on staying
four stars and definitely four and a
half Stars right four and a half stars
is is really where you want to be five
stars I mean it's going to be very hard
to maintain I also remember back in the
day when I was a shopper I would not
feel comfortable with the Five Star
Products I would feel like there maybe a
scam or something for I don't know why
this they were too good but four and a
half Stars was kind of realistic for me
so I think four and a half stars is good
the more the better I'm going to tell
you this right I'm going to take take a
minute to talk about reviews and I'll
tell you how I do reviews you are not
going to succeed on Amazon without
having a lifetime long-term review
strategy the way that we do it is pretty
simple I have an electro product I know
that uh Hot Yoga gyms cyclists Runners
and marathon runners and Crossfit
athletes and MMA athletes all of them
they want hydration they use hydration
so I'll go go to those pages on
Instagram I'll find the people engaging
in the comments and I will call DM 50
people a day and I'll say hey what's up
I just you know we just released a new
flavor or whatever of of hard work or
not even we can say we're looking for
feedback on our product hard work
electrolytes I'd love to give you a
product for free and exchange just tell
me how you like it perfect yes send them
the money venmo PayPal we reimburse them
they buy the product we wait a few days
ask them how they liked it they say oh I
loved it it was pretty good I'm like
okay cool uh can you please mention that
feedback on Amazon in a review and they
leave us a review and that's how we do
it I'm not saying you should do it this
way I'm just saying you need a long-term
strategy because you look at your
competitors they all have thousands of
reviews questions this is one that I've
seen helps with indexation of keywords
also with social poof so you can use
your own buyer account the stuff that
you buy you know at home all of your
stuff with and you can go into the
Amazon seller account or you can go like
to the listing ask all these questions
and what I did initially because I'm
like what should I ask so I basically
went to all my competitors and I pulled
their questions and I asked them on my
own listing with my buyer account and
then I went to my seller account and I
answered all of them and that created a
frequently asked questions it used to be
easy to see now you have to kind of type
in the question but the best thing is
when someone types in the question which
is like does this have caffeine is this
a pre-workout you know is this going to
make me have Jitters the answer is
already there badges we covered coupons
we covered the buy box guys none of
anything that I'm going to talk about is
going to work if you don't have the buy
box so make sure that you don't have
resellers and if you do I would consider
Amazon transparency program and we could
talk offline if you want to know more
about this bullet points this is you
know again SEO I would use data dive the
tool data dive for this I like to keep
the first part big like all caps because
mainly people are just going to read
that so mineral packed electrolyte
powder nothing extra improve performance
stay hydrated cramper formula delicious
electrolytes you can trust that's
probably what anyone's going to read so
try to have that first sentence or that
first section be your selling points and
then the rest is you know nice real
readable for SEO purposes frequently
bought together I've seen that this
increased our average order value you
can use a tool like rank bell.com you
can tell her hey I'm trying to do my
other products frequently bought
together and she will basically get
people to buy multiple of your products
and with enough of them you'll get the
frequently bought together virtual
bundles this is another nice one I'm not
going to tell you that it's going to
make you a lot of sales but at least
it's going to push your competitor ads
down your product targeting ATS Brand
Story this is where you can showcase
your Mission Vision Values again very
easy to implement it'll take you a week
to get this done and it opens you up for
premium A+ content A+ and premium A+ you
have to have brand registry for you to
access premium A+ you need to have a
brand story on all the asens and then at
least I think five A+ submissions if you
only have one or two A+ submissions just
take that same A+ content move the
modules around add some text and it will
count as a new submission and then you
have access to premium A+ and then from
there start creating your premium A+
content this is an example of like
premium A+ content that we did for
neurogum you want it to flow and sell
your product so as I'm going through
this is neuro functional gum it's a
science to the science it's patented lab
approved optimized absorption NSF
certified FDA compliant the first neut
Tropic gum on the market has this
ingredient that ingredient sugarfree
aspartame free so it's selling me
selling me selling me selling me and
then at the bottom says validated by
research so this is kind of the vibe
this is how we created you'll see mine
like hard work right there this is the
vibe that you're going for when you're
going for premium A+ content is to you
know have a nice flow of you know
selling your product maximum endurance
in every serving you know th000
milligrams of amino acids 650 milligrams
of of electrolytes 100% vitamin C
cramper formula keto electrolytes you
know a bunch of Badges and you can see
in all the other ones is the same thing
you know you're kind of trying to sell
your product as you go through the
premier plus content you see videos this
is massive for social proof the reason I
included this road microphone it's a
piece of microphone but the reason
that I bought it is because someone put
a video and said here's my review of the
microphone this is what I sound like you
know without the road and then he
plugged in and he's like this is what I
sound like with the and it was obviously
10 times better and I was like oh I'm
sold and then when I bought it it was
like trash but this is again very easy
to implement you can find a lot of ugc
creators on Tik Tok shop or on Instagram
and reach out to them and have them
create the content and if you need hit
me up we have one our neighbor she'll
she'll do it for you reviews we already
talked about it but very very quickly if
you can get videos and images in the
reviews they will help tremendously all
right the three stages of PPC now we get
into the PPC I'll take a quick break let
me answer some questions real quick so
what should I use negative phrase or
negative exact I always like to use
negative exact when I'm adding negatives
to exact that exact keyword because
sometimes the same keyword can be
profitable one campaign and not
profitable another campaign so
electrolyte powder and electrolyte
supplement those are two broad keywords
they could both be triggering for
electrolyte powder for women and in one
campaign profitable the other one not
profitable so if I'll negative exact it
in just that campaign and the reason I
don't use negative phrase is because
then it would negative anything that has
the word electrolyte in it which is like
what's the point right why am I like
doing that the only exception is if it's
an irrelevant keyword so one of the
brands we managed was a credit card
holder one of the keywords was vaccine
card holder so I'm like obviously this
is not a vaccine card holder I negative
phrase the keyword vaccine and so
anything that has vaccine in it doesn't
apply to me so that's when I would use
it so three stages of PPC optimization
scaling optimizing and plateauing when
I'm scaling I'm basically trying to
increase Revenue that's my ultimate goal
I know that profit is going to dip but
my main goal is to identify and discover
new and profitable Search terms I'm
going to increase the bids I'm going to
boost the revenue and as I do that my
organic rank is going to go up but
obviously because I'm doing that and I'm
testing a lot of new keywords I'm going
to lose profit so I need to get into an
optimization phase in the optimization
phase I'm lowering bits for keywords
that are not per forming adding
negatives uh lowering bid by placements
for things that didn't work and
basically trying to become as lean as
possible so think of it like if you're a
company you know you're in a growing
phase you hire hire hire a bunch of
employees amazing you're ready to go now
we're growing and like okay but we're
not making any money so you're like okay
let's pause let's eliminate any of the
the waste on our company and let's you
know get more and more clients so we're
getting more and more clients now we're
making more and more money okay now we
finally have profit same thing right and
then we go into a plateau phase so the
plateau phase is where I'm not messing
around with the PPC spend as much I'm
keeping it the same just relatively the
same if there's any bleeders I'm
obviously negativing them but the reason
that I'm keeping it you know plateaued
is so I can optimize the the click and
conversion rate and see if I can
increase my profit without even changing
the ads now the problem is if you try to
do a lot of click threate and conversion
rate optimization while you're messing
around with ads at the same time what's
going to happen is I increased my ads
spend and I I changed my main image what
caused what did my sales go up or down
are my sales up because I have a better
you know main image or my sales up
because I'm increasing my ad spend this
is where kind of it gets confusing so
that's why the plateau phase is very
important I used to only do scaling and
optimizing the other thing I realized is
when I scaled and optimized so increase
Revenue lower profit the lower Revenue
increased in profit and then at that
point I started increasing Revenue again
and then lowering in profit so what
happened was when was I keeping that
higher profit so I needed a period to
collect the higher profit and also cook
the and conversion optimization so
scaling phase if your at spend is low
you should scale so if you're when
should you use the scaling phase the
scaling phase is when you're trying to
grow your Revenue if your at spend is
low there's no point in optimizing let's
say you're spending $50 a day you're
going to optimize to $20 a day like
you're going to make $30 a day more in
profit that's what's going to make you
money doesn't make sense you need to
scale need to scale to1 $150 a day and
spend and then later on you'll optimize
for profit you also you can't optimize
that much when your when your ad spend
is low so that's why I think you should
scale the goal of scaling is to find as
many profitable keywords as possible so
we're launching new campaigns we're
discovering as many keywords as possible
we're increasing our bids on keywords
showing that them up higher seeing where
we can push the limits of certain
keywords and get as many sales as
possible with the our current like
budget and then you keep scaling until
your profit is too low or your loss is
too high so if you guys are are starting
out uh you know you're you're already
losing $100 a day you're like I can Max
or sorry you're already losing $100 a
week you're like I can Max lose $500 a
week so you know sale price minus Amazon
fees minus cogs minus PPC minus
everything $500 a week that's the max I
can handle so you keep scaling till you
hit that Max you hold that Max for maybe
a week and then you start optimizing for
profit so what are the actions that you
take when you're scaling you're
increasing bids so you're identifying
profitable targets so you go into the
bulk sheet highlight everything sort and
filter setting a row as filter saying
okay show me anything that has you know
highest to lowest row as or greater than
three extra you're seeing all those
keywords and you're going in and you're
increasing the bids how much do I like
to increase the bids 5 cents 10 cents 15
cents nothing crazy right not a
percentage not nothing like that because
again remember the faucet in the shower
sort of analogy is okay it's it's not
hot enough boom it's boiling hot B it's
not now it's not hot enough it's cold
again Bo now it's hot again so that's
why I don't like to do that big changes
in bids small small changes over time
I'll do it three times a week small
changes so 10 cents 10 cents 10 cents
like 30 cents a week but in small
increments so I can get data as opposed
to one big job increasing budgets if
your campaigns are performing well
increase the budgets all you have to do
is go in and pretty much you have a
campaign even if it's not spending the
whole budget spending $30 out of the
$100 budget that you have take it to
$500 what's going to happen maybe it
spends $80 a day and it's profitable
because you already had the the good
performance there increasing bid bids by
placement so going into each campaign or
doing in the bulk sheet identifying
which placements had really good
performance so it's either top of search
or product pages rest of search I
wouldn't mess around with their bid by
placement because what does it mean to
spend 50% more to be in the rest of the
search doesn't mean anything to me it
means you can be in page four or page
two or page three so for me top of
search first page makes sense if I look
at the data and I performed well in the
top of the search first page I'm going
to double down and you know if I look at
the data and I didn't perform well I'm
I'm not going to do anything launching
new campaigns so this is where I'm going
into the search term report primarily or
even sometimes I'm just going into Data
dive so data dive or helium 10
identifying keywords that my competitors
are ranking on that I'm not ranking on
and I'm not targeting already launching
them in their own campaigns or go into
the search STM report you know identify
profitable keywords so highlight
everything sort and filter only show
Broad and phrase and auto campaigns and
expanded Asin campaigns and sort for
like anything that has an AOS of 20% or
less or a Raz of 4X or more you know
profitable keywords and then you can
take all those keywords and then D
duplicate them and if you guys don't
know how to D duplicate we have the
Amazon growth toolbox it's our Macro for
D duplication you basically add the bulk
sheet add the search term report and
it'll tell you okay these profitable
Search terms that you want to Target
you're already targeting them in in
these campaigns in exact but you're not
targeting this one in Broad or this one
in phrase so it'll tell you which
keywords you can launch without
competing with yourself because you you
have a duplicate of it so I take those
keywords and then I start launching them
gradually right in their own campaigns
single ad group campaigns so one
campaign one ad group no more than five
keywords usually because if I have too
many keywords I don't they're not
getting the budget and I like to go
higher and higher budgets so if the
budgets if the campaign's Performing
well increase the budgets and then
launch different types of campaigns so
this is only a situation where I have a
low organic rank I have a low sponsored
rank let me try something else let me
try a sponsored video campaign over
there but usually when I have high
organic and high sponsored rank I try to
stay away from launching a sponsored
video or a headline search ad because
I've noticed cannibalization people will
click on the sponsored ad and also the
sponsored video I'm going to get charged
twice and I'm going to make the make the
same sale optimization phase this is
after scaling so now you've scaled
you've grown let's optimize for profit
that's where you reap the benefits right
you're lowering the spend you're
increasing your profit you're making
more money what are the actions that
you're going to take lower bids
self-explanatory you're going to go
let's say start with the the targets go
into the targeting tab we're going to
the bulk sheets sort by if the AOS is
too high or if you're making spending no
sales so if the AOS let's say AOS
greater than 80% or spend more than 50%
of the price of your product and no
sales so let's say you have a $30
product $15 and spend in no sales let's
start lowering the bids lower the bid by
placements go to the campaigns let's say
during the scaling phase you're like oh
my God top of search was performing
amazing in these campaigns you jacked it
up 50% now you're like okay now the RAS
is even worse than the rest of search
let's scale it back down adding
negatives this is super super important
so going into the search term report and
I like to go into the search term report
first before lowering the bids I like to
add negatives first because sometimes a
broad and phrase keyword they don't need
a lower bid they need negatives and then
if it's still not working lower the bids
so go into the search term report
highlight everything sort and filter
remember Auto broad phrase and expanded
asent exact and product targeting you're
going to manually just lower the bit so
the other ones these are where they have
Search terms in them and I'm going to
add my filters $15 in spending no sales
or greater than 80% AOS add them all as
negatives now usually it's a very manual
process you copy the keyword you find
the campaign you added as a negative in
the toolbox we have a a bulk uh negative
so you literally just put all the
keywords in there or you just put the
bul sheet in there and you put your
criteria and it creates you a new sheet
that you just upload to Amazon for all
the negatives cool Plateau phase very
self-explanatory here you plateau you're
focusing on taking the profits in that
you've accumulated from the
profitability phase uh and now you're
focusing on quick rate and conversion
rate on improvements because if you're
profit and let's say you making $100 a
day in profit and now you're making $150
a day in profit after the optimization
phase now it's like improve my click
thre improve my conversion now you're
making $250 a day in profit with all the
ads being the same you didn't have to
touch the ads and so how long should
these Cycles last it depends on number
one when do you feel like uh you're
bleeding too much or your pro profits
too low hold that for one more week and
then start optimizing for profit
optimize for profit once you hit a
plateau phase so think of it like like
this this is this is my profit like high
profit low profit so I'm optimizing
optimizing optimizing my profits
improving and then it hits a plateau
phase and then it starts my profit
starts dipping again because I'm over
optimizing I'm dropping the ad spin too
low and and now I'm you know I'm
becoming less profitable so anyways
that's how long you should do the
optimization phase Plateau phase depends
on how many experiments but you could
probably only run the plate phase for
two weeks three weeks Max I would say
before it's like okay we need to start
working on PVC again again so again
let's talk about your goals and Data
Tracking for the different phases if
you're scaling your at spend is going to
go up okay you're going to spend more
money obviously Impressions should
increase your sessions should increase
if they're not there's a problem your
conversion rate might go down because
you're testing different keyword that
might have a lower conversion rate your
quick rate might go down same thing your
Revenue should go up because that's your
goal you're scaling and then your
profits will go down because a lot of
the keywords might not work and then if
you're optimizing kind of the opposite
Direction your at spend will go down so
you're spending less money on on the
stuff that's not profitable your
sessions will go down because you're
killing some of the keywords that are
not profitable your Revenue will go down
a little bit you should expect it to
happen because some of the keywords that
were like let's say 120% AOS you lost
the revenue from them because you paused
them conversion rate should go up though
because you're performing better on the
keywords click rate should go up and
profits should go up so that's what to
to look out for Trivium analytics so
this is how I like to look at at my
analytics I know there's a lot of
different analytics tools out there this
is all our C you know custom built on a
software but it's I actually have it in
a tab so I can show you guys manually my
analytics but essentially I'm looking at
week over week changes how PPC spend
changes over time how PPC sales changes
over time how sales change over time how
my sessions change over time and when
I'm in a in a scaling phase I'm like
okay did my spend go up did my Revenue
go up did my sessions go up what
happened to my conversion rate is it
that much worse what happened to my cost
per session is it is it that much higher
am I spending so much more money to get
a person what about my tacos did it go
up that much what about my profit you
know did it go down that much so I'm
keeping an eye out on all my metrics I
am anticipating what's happening and
then I'm also reacting to what I'm
seeing here in the metrics Cadence of
optimizations this is a very very
general rule of thumb and will heavily
heavily depend on the size of your
account so bid optimization three to
five days if you want to do it every
couple days also if you want to do
smaller optimizations that's fine you
just need a little bit you know more
kind of significant data placement
optimizations I like to do this once a
week if you messed up and you did like
150% uh bid by placement you should
probably check on it every 3 days
negatives every one to four days
negatives is very important we want to
keep things clean launching campaigns
seven days so I don't like to launch
that often and you know I also like to
do it gradually only during the scaling
phase and then budgets every s days I'll
look at the budgets increase the budgets
if I need to so let me show you a live
audit this is the weekly analytics that
I told you about guys so it's you know
week over week changes so you're looking
at dropping ad spend you know increasing
Revenue all that kind of stuff I also am
able to see it you know so whenever I'm
auditing an account I'm looking at the
date range and I'm like looking at at it
like throughout multiple weeks this is
an audit version of it so this is
something that I developed which makes
it very very easy to audit your account
so what I'm looking for here is I'm
going in and I'm like this is my brand
I'm a nutrition I'm going in say okay
all right so the first thing is I'm
going to look at roaz and I'm going sort
by Raz highest to lowest and I'm looking
what is my campaign budget versus my Ras
so do I have campaigns that have really
good roas and a low budget obviously
like ignore that you know all of these
are branded right if if it has if it's a
branded campaign I'm like not worried
too much about it right about budget
wise but let's say it's like you know
one of these ones main keywords they
have a 5x ra as okay 600 campaign budget
177 spin let me see what happens if I
take it to a ,000 daily budget can it
spend more and get me more profitable
sales next I audit the ad groups do I
have any campaigns that have multiple ad
groups and do I have any AD groups that
have too many keywords in them so this
is kind of like a little bit of a red
flag like why do I have 12 keywords in a
campaign so I would investigate this
then you can see here the rest of the
audit so high spend and no sales targets
where do I have keywords with high spend
and no sales so all of this is wasted
Aspen now the reason I know a lot of
this is is happening is because I just
launched a new product so we're we're
intentionally spending a little bit more
than we should but I should be able to
quickly audit this and say okay these
are all these keywords I can like you
know open them up and see where they're
happening so I spent 116 here three here
and 97 cents here for this as you know I
spend you know
$511 here and I can go and find these
campaigns and then pause these keywords
because these are targets so I can go
pause these key and say okay these ones
are spending money not making sales I
can lower the bids to see if I go lower
and lower and the page if I'm going to
you know be more profitable but I would
also just pause it if it's not
performing then I have high spend and no
sales Search terms so this is high spend
no sales Targets this is high spend and
no sales Search terms so these are all
keywords right anything let's say above
20 these are all keywords that I would
add as negatives and you can see you can
add up you know this is the term here is
the last 30 days so you can add up all
this and see this is the potential
savings so I probably have $300 or $400
in potential savings here High AOS t
targets so now again what are the
keywords that have a super high AOS go
here electrolytes pow packets let's see
$187 and spend $29 in sales so that's
the kind of stuff that I'm looking to
lower bids on or add as negatives and
then High EOS Search terms exactly the
same thing I'm going in I'm finding all
the high Echo Search terms adding them
as negatives in the campaigns this is a
match type presence so this shows me you
know all of the keywords that I have
going on and I can sort by you know
spend or I can sort by sales so I can
sort by sales and I can say okay these
are keywords that I you know performed
well on I'm generating sales do I have
them in sponsor brand do I have them in
sponsor product and what what match type
so you know this one for example uh
hydration powder I have it in Broad and
I have it in phrase but I don't have it
in exact and you know it's already well
I guess this only made me $29 in sales
but that's the way that I would go about
it right is I would go and I would try
to find the gaps say okay this one
sponsored videoos missing in exact in
phrase performance is good $4 and spend
$27 in sales let me see if I can uh
replicate that right and then this is
kind of like the reverse of what I just
showed you which is looking for you know
here's all the keywords that performed
well and what are their match Ty
presents so again I can sort by Ras here
okay there it is all right here's the
RAS where is it present so MMA nutrition
missing hard work missing magnesium
powder for hydration missing unflavored
electrolytes missing and so on and so
forth okay spend cover
this will usually just tell you how much
you're spending on the different types
so this is sponsored brand headline
search video Auto and so on so and then
this is you know kind of the
opportunities for you to find so low
echos keywords keywords that have a low
AOS these are the keywords that I'm
finding and I would take those keywords
and see what other match types I can
launch them in and then High conversion
uh keywords exact same thing so these
are all Targets that are converting
pretty well let me go and see if I you
know can put them in in um additional
campaigns or increase the bids and so on
so just wanted to show you this because
everything that I talked about you know
can be done you know pretty easily but
also you know you can do it in Block
sheets pretty fast too cool what do I
mean by Min funnels I explain the funnel
right you have a you're you're running
ads you have a certain number of
Impressions certain number of The
Impressions turn into clicks and then a
certain number of those turn into sales
however that's not exactly how it works
on Amazon right because it's not one
funnel it's all these little funnels and
every single funnel is a keyword funnel
so electrolyte powder I'm getting a
certain number of Impressions and clicks
and sales from it electrolyte supplement
hydration powder hydration supplement
electrolyte powder packets so every
single keyword is a funnel and if you
stack all of them together that's your
main funnel so where can you see all of
these funnels in the search crew your
performance report so if you guys have
access to Brand analytics you're just
going to go to the menu go to Brands and
go to Brand analytics it's going to take
you here and then you're going to go to
search anal search analytics and go to
search query performance go to the as
view I don't care about the brand select
the product so one and then pick a
reporting range so let's go monthly 2024
January let's see the performance in
January now I have this sheet and in
this sheet it tells me here's your
here's all your different keywords this
is the the search volume uh you know
count of these different keywords and
this is the total number of impressions
that this keyword generated generated 7
million impressions out of that I got
73,000 which is about 1% of the
impressions of all the market how many
clicks did this keyword get got 150,000
clicks total for across all products how
many did I get I got 636 so I can look
you know 636 divided by 73,000 so let's
just do it quickly 636 73,000 I have a
0.8 uh click threate so yeah
0.008 so
0.8% click rate which is pretty high
0.8% clickr rate so I think 1% is
amazing in terms of clickthrough rate
0.2% is low so I have a high
clickthrough rate here and then out of
all the Clicks in the market I got 0.43%
of them so I got 1% of The Impressions
only 0.43% of all the clicks there was
33,900 at to cards I got 126 of them and
then
there was
13,951 sales I got 55 of them okay and
so you can see here I can you know Max
this to 100 rows and you can see here
this is all of the the sales that I got
from all the different keywords now I
have to confirm if the if all these
numbers add up to the accurate number of
units that I sold I've yet to confirm it
but this this is amazing because it it
tells me my exact funnel as I take a a
you know my product from the search term
how many Impressions did the search term
get how many percent of them did I get
how many clicks did I get how many after
costs did I get how many sales did I get
the reason I'm showing you this is
because there is hidden opportunity in
the search uh query performance uh
report first of all I mean it's
important to understand how you're
performing second of all I'm going to
show you my macro which I'm very excited
about and it's going to explain to you
how you can identify uh uh opportunities
in the search quer performance report so
let me open up the spreadsheet so so
what we did here was we combined the
search ter the search queer performance
Report with the search term impression
share Report with the cerebral report
and we put them all together so you can
see the instructions here are like super
simple it says clear the data download
the the sheets put them in the in the
right folder in the right tabs and then
run the macro super super simple let's
go to the main sheet all right so here's
all my Search terms and it compares the
cerebral search vol volume with Amazon's
search volume so you can see you know
cerebro said 793 Amazon search s said
974 cerebra said 2,000 Amazon said
4,164 next it's going to show you your
organic and sponsored rank then it's
going to show you your spend sales and
and impression share and your rank your
impression Rank and then it's going to
show you you know the metrics that we
talked about so here's what I do the
first thing I do is I go and I look at
conversion rate and I sort conversion
rate by descending so now it's showing
me all the keywords that I have really
good conversion rate on so the next is
which of those keywords have really
solid search volume so this one this one
this one this one okay so let's just
highlight these let's start with these
okay so these are all keywords that have
really good search volume next let's
look at my impression share of those so
my impression share is 4% here so you
know pretty decent 62% here low 74% here
low 1.35% here now what is a good
percent of impression share here's how
to find out you can do a quick sort here
right and it's usually going to be your
brand name so hard work electrolytes and
hard work 100 serving electrolytes sko
these are two keywords that are my brand
name and based on that I have an 8%
impression share so you can say that the
top the top performance that you can get
on a keyword is 8% so ones that I have
4% you know the silo 9 it looks like I'm
doing pretty well but these other ones
where I have you know under like uh 1%
It means that that it's pretty low and
there's a lot of opportunity for
improvement so now we're back here so
I'm like okay here this one this one and
this one these are the biggest three
areas of opportunity for improvement
cool got that what is my rank so I look
here organic rank 30 sponsored rank zero
organic rank 27 sponsored rank zero
organic rank 19 sponsored rank zero so
this tells me okay I have a great
opportunity here this this opportunity
I'm not spending any money right at all
I have low organic rank but I'm
converting really well on these keywords
so what happens when I you know get get
a sponsored rank of 10 or or eight for
these uh different keywords I'm going to
show up more I'm going to get a higher
impression share and I'm going to
measure it right and I'm going to show
up more for this keyword and hopefully
I'm going to get convert more right and
in this case you can see I got two
conversion three conversions 12
conversions nine conversions so what if
I can make this you know eight
conversions 15 conversions 24
conversions 18 conversions that's what
I'm going after so that's how I like to
use the the the you know search query
performance report and then there's
other things other insights that I look
into that are more qualitative which is
where do I have a high impression share
and a low conversion share so I'm going
to sort here by impression share so
where do I have high impression sh so
let's ignore you know branded ones so I
have here non-branded non-branded
non-branded non-branded non-branded
non-branded non-branded non-branded look
at all these I'm just going to color
them in a different color so these are
all non-branded I have a very high
impression share but a very low convers
conversion uh rate why let's read
electrolyte powder packets tasteless
electrolyte powder with no sugar
sugar-free electrolyte powder packets
unid electrolytes in powder form
electrolyte powder packets no flavor so
immediately I recognize one thing here
my product is either unflavored
electrolyte container or flavored
electrolyte packets I don't have an
unflavored elector packet powder packets
which tells me if I have so much here
like let's look at my rank even oh yeah
I don't have I don't have any rank here
I have all of this impression share of
this entire Market I mean it's not that
many right but I have this huge
impressions of this market and I'm not
I'm not converting for it if the if
these were bigger keywords this is like
kind of what I would look into so maybe
I'd look here more like here right but
it's like why am I not converting for
those keywords why am I not converting
uh better for those keywords well
because they're looking for an
unflavored electri powder packet cool so
this is how I use this you guys have
this uh sheet available to you so you
know use it I have fun with it I did a
live demo now the main metric is profit
so to kind of wrap up this presentation
everything that we're doing I'm not
worried about echos I'm not worried
about tacos I'm not worried about all
this stuff let me give you an example at
8% tacos profit is 500 a day at 17%
tacos profit is a th000 a day which is
better right of course the one that has
a profit th000 a day because who cares
about tacos when you're bringing in more
money so whenever you're thinking about
you know optimizing and all of this
stuff remember the main metric at the
end of the day is profit it's not AOS
it's not tacos whatever you do look at
the the your dashboard the Analytics
tool you know you can use Trivium
analytics it's super cheap it's like 60
bucks a month or whatever and you can it
gets the audit and all this stuff done
you can look at that or you can do it
yourself you know calculate sale price
minus Amazon fees Minus cost of good
sold minus uh PPC spend and then take
into account discounts coupons
reimbursements and refunds get your
profit uh you know every day and when
you up opiz look at that profit you know
don't don't look at EOS tacos these are
all cool numbers cool if if EOS is going
down great whatever but like am I
getting more and more dollar amount in
profit because if my if my tacos goes a
little bit higher but I'm selling three
times more that's what I
[Music]
want
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