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Amazon PPC – How To Forecast Your Search Term Traffic


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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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