Sean Smith and Brian Johnson come in for part 2 of the ppc roundtable discussion.
- Use Best seller rank to review your product position compared to others
- Are sales dropping but BSR is holding the same?
- Is my organic keyword ranking holding the same?
- If so then it’s like a trend / seasonal issue and affecting all
- And you notice that great seller that you admire and compete with is increasing his BSR and sales bucking the trend
- Well they are probably using off-Amazon traffic such as email lists, pinterest, instagram, youtube influencers
- Pulling in outside traffic to supplement the lower Amazon traffic
New Ad Placements – External Ad Network
- The external ad network for retargeting and external ads driven by Amazon
- You could opt in through an automatic campaign
- Brian had ads back in October in the external ad network – these are still running and never turned off
- Like a gold-panning campaign – bringing in some extra cash but not a magic bullet
- Amazon recently reintroduced that and it’s still in Beta through sponsored ads automatic campaigns
- If you are doing it and your competitors are not then you have a slight edge
- Think they use AAP inventory for advertising
- The reporting on this is not great (like AMS reporting)
- Turns all your auto campaigns – see performance in the placement report but gives no insight into what website it was advertised on
- AAP inventory advertising usually shows which website you got traffic from
- Amazon should include in the search term report keyword performance on external ads
Headline search Ad new placement
- Used to be just the top banner along the search results
- Nov/Dec Amazon introduced 4 new placements (skyscraper ad, three rectangle ads below search results and a couple more on best seller list and other product categories
- Not the same as product display ads available through AMS
- These new placements only apply to new ads not your existing ones
Unit Session versus Conversion Rate PPC
- Unit session % is always higher than your PPC conversion – two to three times
- Optimising on these platforms – treat those separately
- Unit Session Business reports – Brian has always been critical
- ASIN reports showing the sales and order metrics overall and doesn’t separate out
- A session is a visit to your product listing page (an ad click would produce a session)
- How come the numbers don’t add up – when we fired ads why did the sessions stay the same?
- Been raging asa debate for 2-3 years
- Supposed to include organic and ad driven traffic but wasn’t consistent when ads were turned on and then off
- A lot of people rely on unit session %
Expansion to an Account
- What do you look for in terms of growth in an account to see if there’s opportunity to grow
- Expectations – you must define growth with that person
- You don’t add any more SKUs as a constraint
- What levers could you use to grow the account
- If time is not a key driver
- Look at unique search terms – what are we not bidding on that we could be
- This would be unique traffic and higher probability and segment out on the number of conversions
- This tells us if we can grow the account
- Established accounts have search term data that can be used and researched to forecast
- Tricky as to whether you’re going to see the opportunities on the organic side as well
Areas to look at
- How well have they done their optimisation?
- Key metrics?
- What kind of conversion rates are they working with?
- How are they placed organically for a variety of keywords?
- How ads have hit their target market (100-200 keywords per product)?
- Expecting 75-100 of those keywords will get ad clicks
- Probably 30-50 keywords get conversions
- Some teach you should have only 50 keywords in a campaign – this is not true!
- What are 20% of the products that are producing 80% of the Sales – could be a red flag
- Which products have high conversion rates but not hit their sales potential
- You could move the needle on 20% of the products and meet the client’s expectations
- Ideal candidates for showing growth:
- Someone who will launch more SKUs
- They have never pulled search terms reports on their account
- You can do a lot with the ‘Product Performance’ report on variations and sales
- Use 7 day advertised SKU units when looking at sear-term reports
- Keyword audit – find out if you’re bidding on the right keywords for the product
- It’s a really manual process
- There’s no historical data to show the success you will get bidding on a particular keyword
- Use Google Trends to spot the days to advertise for the holidays
- Pre-upload campaigns with start and end dates in them
- “Gifts for Father Day’ keywords – bid low on these as they are generic terms and will be low converting