Ranking Organically with Amazon PPC

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Michael Hartman speaks on ranking organically.

Using ‘push campaigns’ for two years
3-4 campaigns on single keywords doing broad, exact and phrase doing different bid allotments under each one
On certain campaigns the broad will perform better, others the phrase will be better and others the exact will perform better
This gives the exact cost of what’s needed and pause the least performing so not losing as much
Don’t do ‘just’ exact as noticed when doing the broad and the phase it is growing the long tails drastically
If you can grow the long tails it pushes up your main keyword
Low comp. rank in few days, medium in 3 weeks and high competition still needs launch strategy

Shared Ranking Love to Long Tail Keywords

Difficult to do this method when you have multiple variations
The broad and the phrase help with the main keyword because of the variations on the search term they become the longer tail of the main keyword
Put a product on the Amazon marketplace and it has no history
When you do the exact match with a single keyword and get a load of other keywords and put them in the tracker on day one
They are in the 300 range
When sales come in on the exact match keyword you find the longer tail versions also start ranking as well

Spending money on broad and phrase match is good for discovery
Danny’s method just uses the marketplace tools with Amazon data to get search volume and relevance of the keywords as benchmark for conversion history
Michael’s pushing the long tail and all three pillars which pushes it up faster for more conversions and clicks, traffic is better
Launching it harder
Can’t spend $100/200/day push them into the long tails where the broad and the phrase come in
Danny gets traction by doing Facebook giveaways with 90% discount for the keyword on the storefront url to get traction

Launching with 27 variations
Throw all the variations into one push campaign for a week and see what Amazon defines as the best variation
Which has the best ACoS, most sales and best conversion rate
Take that variation out and put into its own campaign to push for ranking organically
PPC sales around 60% of overall sales with ACoS of 40%
ACoS will drop down to 10% on some that are active a longer time
Newer campaigns are 60-70% and whittle down over time
Launching these with no reviews

Drop the price
Plus do a voucher with an amount off (not a % off)
Gives you the orange tick on the search pages
Look at average price of the page and bring it below market value
You’ve got the premium product but selling at 20% less
Even without reviews was converting every sixth click
As reviews are coming in got down to every three clicks without changing the price
Then taper off the bids and reduce
Start at 95% sales are PPC and then taper off to start to bring the ACoS down and bringing up the price
Good way to test if the price will stick as the price goes up and keep your sales for profitability

Beta account in-house used to test strategies and show clients the seller legend data and walk them through the ranking and no reviews with PPC only, no giveaways
Keep this account as white hat as possible for ranking organically
Don’t know what Amazon is doing so keeping it clean and long-term

On certain keywords will leave the campaigns running and using tools to monitor for ranking organically
ASIN spy for keywords and best seller badge
Using Helium10 too
Maintain targets but trim down PPC and if it affects ranking then put it back
Some keywords need to spend $50 / day or lose $500/day

Doing 4 campaigns
Doing same keyword with broad, phrase and exact
Different bids with different bid increments in those
funneling from there those campaigns
Only having either Broad, Phrase or Exact in one campaign and keeping three out of the four and scaling it big time
When it reaches target then trim back on bids, if profitable then let it run