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.

Outlines

00:00

🚀 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.

05:02

📊 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.

10:02

🔍 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.

15:03

📈 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.

20:04

🛠 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.

25:06

💡 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.

Keywords

💡PBC (Pay-Per-Click)

PBC, or Pay-Per-Click, is a model of internet marketing where advertisers pay a fee each time one of their ads is clicked. In the context of the video, PBC is discussed in relation to Amazon advertising strategies. The host, Mina Elias, contrasts the 'old way' of doing PBC with a 'new way' that focuses on strategic optimization and funnel analysis to enhance profitability and efficiency. He emphasizes the importance of understanding the dynamics of PBC to achieve success in Amazon's competitive marketplace.

💡Funnel Analysis

Funnel Analysis in the context of the video refers to the process of examining the customer journey from awareness (impressions) through consideration (clicks) to the decision (conversion). Mina Elias highlights the significance of funnel analysis in optimizing PBC campaigns, pointing out that understanding each stage of the funnel—impression, click-through rate, and conversion rate—is crucial for maximizing profitability and making informed decisions about PBC strategies.

💡Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the process of increasing the percentage of users who perform a desired action on a website. In the video, it's described as a critical lever for improving profitability. Elias stresses that without addressing underlying issues in click-through and conversion rates, even the best PBC strategies cannot save a brand on Amazon. CRO is presented as essential for turning traffic generated by PBC into actual sales.

💡Data Analytics

Data Analytics in the video refers to the systematic computational analysis of data or statistics used for decision-making. Mina Elias points out that many brand owners struggle with interpreting and leveraging data to optimize their PBC campaigns. He emphasizes the importance of understanding key data analytics concepts to identify profitable search terms, optimize bids, and ultimately improve PBC performance.

💡Search Query Performance Report

The Search Query Performance Report is discussed as a tool that can provide deep insights into PBC campaign performance. Mina Elias explains how leveraging this report can uncover opportunities for optimization and scaling. He specifically mentions a macro they created to analyze the report more efficiently, suggesting that mastery of such tools can significantly enhance PBC campaign outcomes by offering a detailed understanding of how different search queries contribute to sales.

💡Scaling vs. Optimizing

In the video, 'scaling' and 'optimizing' are presented as two distinct phases of PBC management. Scaling involves actions aimed at increasing exposure and sales volume, such as increasing bids and budgets. Optimizing, on the other hand, focuses on improving profitability by reducing costs and eliminating wasteful spending. Mina Elias emphasizes the importance of not mixing actions from these phases, advocating for a focused approach that aligns with the current strategic goal—either scaling for growth or optimizing for profit.

💡Cadence of Optimization

The Cadence of Optimization refers to the frequency and timing of adjustments made to PBC campaigns to improve their performance. Elias discusses the importance of establishing a regular schedule for reviewing and adjusting bids, budgets, and negative keywords. This systematic approach ensures campaigns are continually refined and optimized based on the latest data, helping brands maintain competitiveness and profitability on Amazon.

💡Attribution

Attribution in the context of the video is the process of assigning credit for sales and conversions to the correct PBC campaigns and keywords. Mina Elias highlights challenges with Amazon's attribution model, suggesting it may not accurately reflect the true source of sales. He advises a cautious approach to interpreting data, recommending adjustments based on overall sales and spend trends rather than solely on Amazon's attributed metrics.

💡Click-Through Rate (CTR)

Click-Through Rate (CTR) is mentioned as a key metric in PBC and funnel analysis. It represents the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. Elias underscores the importance of CTR as an indicator of how well your ads are performing in attracting potential customers. Improving CTR is critical for driving more traffic to your product listings and increasing the chances of conversion.

💡Brand Story

Brand Story is referenced in the context of enhancing conversion rates. Mina Elias discusses the power of a compelling brand story in connecting with customers and differentiating a product in a crowded marketplace. He suggests that a well-crafted brand story, presented through A+ content on Amazon, can significantly impact a product's conversion rate by building trust and emotional engagement with potential buyers.

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

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want