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Liran talks 1 day product launches and dominating keywords across page one.
- Three different products (can’t belong to the same parent)
- Into the same campaign with similar bids
- Got sponsored ad positions 1, 2 and 3
- ACoS can get a bit ugly with this approach
A New Competitor
- Be more aggressive
- Try to get headline ad and top spot
- Try to block the new competitor out
- Higher bid prices for the keyword can put them off
- Helps to be able to dominate if you’re not too worried about ACoS
- Liran likes to try to take up as much real estate as possible even with top spot on organics
Mobile Tactics & Bid Plus
- Headline ads and first sponsored and organic 1st then you’re taking up the whole screen on Mobile
- Bid lower and hit maximum by using bid plus
- Using bid plus then look at your placement report
- Shows when you are at top of search and ACoS and cost per click
- Seen ACoS is lower and cost per click is lower when in the top spot – because the algorithm is rewarding conversions with lower cost per click
Getting reviews
- Finding it hard to get reviews
- Trying inserts, direct mail postcards post-sales and emails
- Big limitation in the UK
- Be aggressive in your sales price
- Run targeted facebook ads to your past buyers
- Create a custom audience in Facebook with name and address
- Download orders from Amazon and sort on product your targeting
- Upload this to Facebook
- Doing this you can reach 40% of those people (out of 1,000 orders)
- Only some of those people will provide reviews
- Run the ad 5 days at $50 per day and target people to write reviews
Launching New Products now that Amazon is capping review rates
- Still launching new products
- Don’t get so hung up on reviews
- Once you have a certain amount you can compete with people who have lots more than you have
- Don’t let it limit what you launch
- Might limit the strategy on what you use
- More of an issue when you’re not differentiating your product
- If you’re differentiated then it’s a different product and can’t be compared with someone at 1,000 reviews
- The landscape is shifting and if you focus on your products, time passes and things will normalise a little
- Reviews will become less of a problem than they seem right now
- Think about adding variations and optimisations
The $10m Businesses
- Nick and Fernando – Seller Trade Craft
- They focus on aggressive PPC and not reviews
- They are still growing their business now
- In 6 months Amazon will have moved things again and the questions will be on something else
1 Day Product Launches
- Utilise the exact match with PPC strategy
- Testing 1 Day product launches strategy instead of a 7 – 10 days launch
- Taking all the units you would giveaway in a 7 – 10 day period and spiking the sales for one day
- This used to work in 2014-15
- It’s worked from data where the product has stuck in ranking
- Will be sending traffic through Messenger to a deal club list through a 2 step URL
- Traffic sources, email lists, facebook and messenger sending a ton of sales in a short period with aggressive PPC
