Amazon PPC – How To Forecast Your Search Term Traffic


Sean Smith is with us to talk about hanging out in the data and how to forecast your search term traffic.

Lead times on reporting and data attribution

  • Had an Amazon update on data attribution
  • Data attribution for sponsored products is updated
  • Product data is updated every hour and data is no older than 4hrs (from 4hr and 48-72hr old data)
  • Can make more accurate decisions sooner
  • Also excludes cancelled orders – much more accurate
  • Sean is VERY HAPPY they did this

Reporting Is Fresher

  • The old reporting contained 7day, 14day and 30day order product sales
  • Now they only report 7 day
  • It’s a 7day attribution window that we only have access to

Campaign Suggest Tool

  • Campaign suggest tool is not here yet
  • A tool that will comb through your inventory report and provide sponsored products campaign recommendations
  • And then import them directly into your campaign manager
  • Amazon Sellers get alerts on their inventory, and Amazon will ask if you want to advertise your excess Amazon inventory.
  • How this will work will be interesting
  • Sean does not recommend using sponsored products ads for really poor performing products
  • Integrating inventory with sponsored products side makes sense

Search Terms report for Forecasting

  • Pull the search term report and use the data unit as TOTAL not Daily, this is how to forecast your search term traffic
  • How many impressions / clicks / sales am I going to get for a search term?
  • This is a good way to forecast it
  • Look at Column A (Start Date) and B (End Date) Column H is your customer search term
  • So you can look at how many impressions and clicks you got between these dates
  • Gives you a forecast of daily stats to see the average
  • Also look at your cost per click – divide impressions or clicks by that timeframe so you can bid competitively for that search term
  • This enables you to forecast the starting bid for your PPC campaign
  • Sean is going to test this out

Confusion

  • People bring stock in from China, get the listing great, fab photos, inspections done
  • But the PPC budget was mis-calculated and they run out of budget before they get to organic sales this is not how to forecast your search term traffic

Most Effectively use your PPC Budget

  • Run a conservative PPC approach until you get reviews – from 0 to 1 review it’s a false negative as if it performs badly you can’t really know as you don’t have reviews
  • You SHOULD HAVE a BUDGET! Important to put it together and plan
  • Put together your hypothesis, it may be way off but you test it and adjust it
  • Make sure you’re in a good relevant category
  • Super-optimized listing – otherwise don’t bother!
  • Use auto-campaigns because they are not broad match but more like ‘amazon match’ as takes in your listing content and category data
  • To most effectively use the PPC budget, you need to pull those long tails in
  • Do more long tail research and have a larger keyword dataset
  • Keep seeking out new those long tail keywords

Predictability

  • How to forecast your search term traffic predictably come in stages Low, Med, High bids
  • People dumping keywords into a campaign and setting them to merchant fulfilled and checking the suggested bid to know what to budget for from this data
  • Get a view on forecasted cost per bid
  • If it’s not showing a value then probably a keyword to avoid
  • Look at the bid pricing against your item sell price and margin

Avg PPC Conversion

  • For a product selling for $20-40 look at avg PPC conversion rate of 9%-15%
  • Sean goes for 8% and cut twice a week on this
  • Also depends on the cost per click as well as to whether it stays or goes

Bid-plus

  • Sean did a controlled study on this and didn’t see much improvement
  • It’s the giving over control that is different
  • Amazon has an objective to grow their platform
  • Sean isn’t really using Bid Plus
  • Sean asks if there’s a strong use case for this as a feature as he’s not using it for anything currently
  • Danny has used it as a bid ceiling

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