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The good Dr returns to discuss how to blend Brand Analytics with Amazon PPC data…
A Bit of a Background
- Dr. Ellis Whitehead has an extensive background in computer science. and biology or medical technology.
- He is an algorithm expert for DATABrill which manages PPC and advertising automation for 6, 7 & 8 figure Amazon brands.
- Dr. Ellis saw that PPC campaigns can be driven and constructed with the same kinds of approaches to reach optimum performance.
Data analytics and the benefits
- Very few people take advantage of brand analytics.
- There are a lot more than a million keywords that people are searching for in Amazon, there is a changing set of keywords.
- The reports can be taken daily, monthly or quarterly.
- Looking at your daily data allows you to see more data on long tail keywords activity.
- You get a sense of how popular the search terms are.
- The auto-campaigns allow you to find keywords you want to be using.
- A very significant number of relevant keywords will not produce sales.
- Using tools like JungleScout and Helium10 are very important when getting data.
- Relying on auto-campaigns will result to you missing out on more popular keywords.
- When you go to Jungle Scout and Helium 10, you will get too many keywords.
- Going through that is a very tedious task.
Narrowing Down the Keywords
- We use a combination of two things to narrow down the keywords:
- One is look at which ASIN is your closest competitor – this is manual work.
- Look into brand analytics reports for the most relevant ASINs.
- Rate those keywords and take the most relevant ones.
- Find more competitors and do it all over again.
- For long term keywords: look at Amazon’s recommended keywords for PPC. This gives you more long term keywords not showing on the brand analytics.
- Mix those in.
- You will get more powerful keywords this way.
- Helium10 will give you keyword search volume estimates, use this along with brand analytics — you get good keywords.
Using campaign reports
- If a keyword is position #1 on the brand analytics but if you see that you are not ranking on the top 3 on the brand analytics but it is a really relevant keyword — then there may be things you need to change.
- Measure everything — cross reference this with optimisation.
- Use PPC data with brand analytics
- Your PPC keywords are not the same as search terms keyword so get the PPC keyword and the brand analytics keywords and STRIP THEM:
- Turn plurals to singulars and get rid of prepositions, stop words.
- Do this manually, Amazon does not replace singular keywords with plural all the time but most of the time.
- Ex: pad mice > pad mouse> Amazon sees them all as the same keywords.
- Cross reference your data!
Trends to look out for
- There are different types of CTRs: you have good and bad CTR.
- Example: expensive items > you will get low CTR because people will window shop and wait a few months before buying. There will also be low conversions rate.
- Low CTR and low conversion is OK.
- For other products 10% is a rule of thumb for CTR.
- This also depends on the PLACEMENT.
If you are looking for help or more information check out: https://sellersessions.com/case-studies/
- Catch Dr. Ellis Whitehead at SellerSessions LIVE 2020!
- ↪️Saturday May 9, 2020 ?Here’s the link to book your tickets http://bit.ly/ssl2020uk
- Conference ticket includes access to the Sellers Alley and YLT Translations”Boat Party”
Our Sponsors:
- Thrasio – Lead Sponsor https://www.thras.io/
- Sellers Alley / YLT Translations – Boat Party https://ylt-translations.com/ & https://sellersalley.com/
- Urtasker – Merchandise https://www.urtasker.com/
- GEMBAH – Care Packages https://gembah.com/
- pingpong – Lanyards https://pingpongpayments.com/
- Alex De Lilla – Design and branding https://alexdelilla.com/
About SellerSessions 2020
- Our venue this year: The David Game Keynote Theatre, with tiered seating.
- This year we are supporting a charity and a portion of the proceeds will be given to Tomy’s pioneering studies for prevention of babies born asleep: https://www.tommys.org/
- We will give away 5 FREE tickets for single-parent Amazon sellers. If you know anyone please get in touch to get the details.
- Confirmed speakers and more to come:
- Brandon Young
- Dr Yev Marusenko
- Destaney Wishon
- Zack Franklin
- Nadine Schöpper
- Liran Hirschkorn
- Ivelin Demirov
- Dr Ellis Whitehead
- Paul Harvey
- And yours truly, Danny McMillan. I will be hosting the show and speaking on a topic.
Buy Tickets HERE http://bit.ly/ssl2020uk
Don’t just take our word for it…
Michele Venton
?“The first of its kind!”
Steve Consalvi
?“Best seller event so far!”
James Cissel
?“Insightful and actionable”
Ott Kraut
?“Fresh insights. Generous sellers. Recommended!”
Andrew Tainton
?‘This incredible event was run by mad scientists to create mad sales’
Scott Gallacher
?“Every session provided at least 3 high value, actionable strategies.
Paul Nicoll
?”Quality Actionable Content”
Simon Booth
?“Professional high-level informed learning community”
Steve Kong
?“Informative, enjoyable, bring on next year”
Mark Jennings
?“A day and night to remember!”
? Need help with your Amazon PPC?
Check out what we do here: ✔️ SellerSessions.com/Agency/
Take a look at some of our client case studies:
✔️ SellerSessions.com/Case-Studies/
❌No Set up Fees
❌No Long Term Contracts
Unlike some agencies, we do not take:
❌ Percentage of your profit
❌ Percentage of your Revenue
❌ Percentage of your Ad Spend
Get in touch for a free account audit…
Connect with SellerSessions and DATABrill:
- https://sellersessions.com/agency/
- Email: Danny@databrill.com
