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Taylor joins to talk through AMS Roundup
New Interface
- AMS had a new UI
- Not everyone has access – about 80% so far
- But it’s coming to everyone
- The same as Seller Central to select the 5 metrics graph
- Keyword level you also have the graph when you click into the Campaign
- You can see the spend, sales, ACOS over time
Bulk Operations
- Bulk operations only available for Headline Search Ads not product display ads
- Powerful because the AMS management platform is poor
- Can’t manually change bids – it’s dead
- Same as Seller Central’s version
- Don’t be scared just go in and work out how to use it
- If not – you’ll find someone on VBA or Macro Excel expert on Upwork, etc and ask them to do it for you
- Just apply it – download the bulk file and apply 5 formulas to change all the bids into a macro
- You can go to Fiverr and build your own bid management system to update it twice a week
Average Spend Threshold
- Working off client’s margins to know what ACoS you can work to
- What about keywords that are out of reach due to margins
- Low impressions but not clicks and you want to raise the bid to get there
- Counter-intuitive approach to it
- An AST Average Spending Threshold
- Sell 10 SKUs and your ATS in 30%
- Sale price of Product and then Actual total revenue of that SKU in the last 30 days and Margin
- Calculate the weighted average margin for the account
- Take it across all the products for all your products after Amazon fees etc
- In AMS it doesn’t tell you which product converts
- Use this formula – if keyword has zero clicks or impressions, you raise the bid by 25% until it gets clicks, if it gets upto say $9 and gets a click it gets automated down immediately to know where it needs to get to for a click
- Then raise the bids around the AST
- Can do it on the campaign level now – but it’s not great
- Do it on a pre-ASIN level eventually
Automated Bidding – little rule thing
- Automated Bidding thing
- Was in the headline ads in the new UI but they got rid after the 1st day
API makes Automation so much easier
- Working to automate the bid management on the API
- Bulk operations is so good
- Proper approach is to master your formulas in the bulk operations and THEN plugin to the APIs
- The Amazon Way by John Rossman – launched the 3rd party fulfilment on Amazon
- Taylor LOVES this book and the principles they used – Instrumentation is the key principle
Project Management
- Used Trello and Lucid Chart
- Lucid chart is for flowcharts and helps with visual learning
- Use a video to explain how the Flowchart SOP works to make it repeatable
- No more errors as everything is SOP
- Paired Lucid Chart with Trello
- Each step in the flowchart is a column in Trello
- Just drag the Post-it in Trello from one to the next
- Reduced communications in the team a huge amount by introducing this approach
Prime Day
- Prime Day progress
- Weirdest thing was the day before or first day – the spend doubled across every account and no Sales at all
- Then the next day, spend came down but sales came through
- Sales was 2x across all accounts
- ACOS was a little lower – average is about 22% still
Keyword Foundations
- Finding new keywords
- New product they need to build the title properly
- A good title is really foundational
- Find the seed terms
- Baby Rain Boots – difficult to do keyword research for
- Convert for adult rain boots
- Usually the product name is the keyword
- Find synonyms for baby, rain boots
- Could be toddler rain boots or rugrat water boots
- Then use mergewords.com and interchange them
- You find a lot more unique weird keywords that 99% of Sellers don’t do
