Low Budget Campaigns to Boost Visibility and Sell Out | #JunglrAnswers

Summary

In this insightful video, the host addresses Cameron's question about promoting a new listing on a tight budget without sacrificing sales velocity and profitability. The discussion focuses on strategies for selling out a discontinued SKU within 20 weeks, emphasizing the importance of sales over ranking. The host suggests a low-cost, broad-sweeping approach with low bid automatic campaigns and broad match targeting, rather than aggressive ranking tactics. This strategy aims to maximize conversions at minimal cost, providing a practical solution for sellers looking to liquidate stock efficiently.

Takeaways

• 📈 The primary focus should be on sales rather than ranking, as ranking is a means to drive visibility and sessions, which then translate into sales.
• 🔢 With a limited budget and a goal to sell out 2,000 units in 20 weeks, it's crucial to calculate the cost per conversion and adjust ad bids accordingly to stay profitable.
• 💰 The speaker suggests a 'one dollar per conversion' budget strategy, which means spending no more than one dollar to acquire a sale through ads.
• ✅ Understanding the conversion rate of the product is essential to determine how much to bid per click to achieve the desired sales volume within the budget.
• 🚫 Chasing ranking aggressively might not be cost-effective in this scenario, as it often requires higher ad costs that may not align with profitability goals.
• 🛒 For a product that is being discontinued, the strategy should pivot from ranking to finding low-cost traffic that converts well to clear out the inventory.
• 🎯 The recommendation is to run a low bid automatic campaign and category targeting to capture broad, low-cost sales rather than focusing on aggressive ranking.
• 📊 Utilize search reports to identify successful, low-cost conversion areas from past ads and apply this knowledge to the new campaign strategy.
• 🏷️ Branded keywords and like product targeting can be effective for low-cost traffic, as they tend to convert well and are relevant to the product.
• 🔍 Employing a single-word broad match campaign can help capture a wide range of relevant search terms with low bids to find converting keywords.
• 📉 If certain search terms convert well, they should be moved into manual campaigns for more focused optimization and to avoid wasting the budget on non-converting terms.
• ⏳ The 20-week timeframe adds pressure to the campaign strategy, as it requires a balance between achieving sales goals and managing the limited budget effectively.

Q & A

What is the main goal for the SKU mentioned in the script?

The main goal is to sell out the 2,000 units of the SKU within 20 weeks without exceeding the $2,000 campaign budget, while maintaining sales velocity and profitability.

Why does the speaker suggest ignoring ranking in this campaign?

The speaker suggests ignoring ranking because the focus should be on achieving sales, not on ranking, especially since ranking often requires higher ad costs, which may not align with the goal of staying within a limited budget and timeline.

How does the speaker recommend calculating the cost per click (CPC) for the campaign?

The speaker recommends calculating the CPC by determining the conversion rate and then dividing the budget by the number of clicks needed for a conversion. For example, with a 10% conversion rate and a $1 cost per conversion, you would need to spend 10 cents per click.

What does the speaker say about the feasibility of achieving ranking within the given budget?

The speaker indicates that achieving ranking within the given budget is challenging because higher bids required for ranking would eat up the budget quickly, making it difficult to reach the goal of selling all 2,000 units.

Why does the speaker suggest running a low bid automatic campaign?

The speaker suggests running a low bid automatic campaign because the goal is to generate low-cost sales and visibility, not aggressive ranking. This approach can help capture broad, low-cost traffic.

What is the role of category targeting in the campaign?

Category targeting is recommended as another way to achieve low-cost visibility by targeting broad categories rather than specific high-cost keywords, which aligns with the goal of maximizing sales within a limited budget.

What advice does the speaker give regarding the use of search reports?

The speaker advises using search reports to identify low-cost, high-conversion keywords from past campaigns. These keywords can then be targeted in the new campaign to optimize cost-efficiency.

How should branded keywords be used in this campaign?

Branded keywords should be targeted because they often lead to lower-cost traffic that converts well. This can be particularly effective if the brand has some recognition and the goal is to maximize sales on a tight budget.

What is the 'single word broad match' campaign strategy, and why is it recommended?

The 'single word broad match' strategy involves extracting single-word keywords from the listing and running them in a broad match campaign with very low bids. This strategy is recommended because it can capture long-tail searches at a low cost, helping to maximize sales within the budget constraints.

What is the potential risk mentioned regarding the 20-week sales deadline?

The potential risk is that the low-bid, broad-sweeping strategies recommended might not generate enough traffic quickly enough to meet the 20-week sales deadline, as the traffic volume depends on the market and auction dynamics.