Roundtable Part 1:Kevin King, Sean Smith and Liran Hirschkorn

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Kevin King, Sean Smith and Liran are here for a roundtable

Indexing

Multiple indexes
Whole listing not indexing with parent child across multiple part variations showing zero for organic indexing
Can use Amalyze to check indexing
Most of your sales are off 3-5 keywords specifically
Kick-start for relevancy for keywords – use it in PPC exact match and use outside traffic to send it
Try to get Amazon to recognise the relevancy

Using Amalyze
Should check on multiple browsers
Try a VPN for testing too
Also try incognito browsers too
Using a launch partner for getting it out there might be a check for indexing to keywords is a good idea

Best of and Free, etc.. are some covered by this roundtable
A screen grab from Amazon helped with:
Percentage off, added value, active faster, award winning – these just won’t index in most cases
Same as enhanced brand content words…

You can tune your own VPN for access
You can use HostWinds for a virtual host
Then also use Jump Desktop with every brand with its own little logo for the Vas – ensures they don’t log into the wrong account
Do the 80/20 role – don’t need a VPN and go into business. Just go on who runs the cashflow and 80/20 goes to who bank rolls it
Needs a lot of trust in your partner to do this
Worry about the cross-over and explaining with Amazon
Recommend you get permission up front and save the authorisation and the aggro with Amazon
To avoid getting banned – ask Seller-Performance@Amazon is the route and say your controller/book-keeper to separate financials says to open a separate account for finance permissions – agency jump in and out of accounts so should be okay
User permissions is usually okay with Amazon

Nothing in terms of service to cover incentivising reviews
Facebook ads to Messenger and uploading to ads and send to your listing
Competitors and Amazon monitor this behaviour – not worth risking it
Grey – hold a contest and give away – free bag of dog treats to whoever posts a vide on the product page with a review and a hash tag on social media
This works really well but you need sales in advance to build the list
You can’t blame all your bad reviews on competition – really do a review of your own product performance, you NEED a good product

PPC look at last year’s data – when did conversions dip
Post-Christmas this happens
Try and come with a patterns for days where there is an impact on last year’s data
Increase budgets by circa 20%-ish (be conservative with it)
The alternative is making sure you bring it back down too
25% for converting keywords but work your own numbers don’t listen to Amazon’s emails saying 4x Your Bids…

New Products

Correlation between heavy PPC spend and ranking
Do customers go heavy with PPC to get ranking?
Foundation:
- Have a good product
- Have a good product research methodology – how to compete in your market
- Makes PPC a lot easier
Helium 10 is a great tool for this right now – making your research a lot better
Clear up all your old discovery campaigns
Prepare your listings for Q4 on images with bows of Christmas strings etc – with offers mentioned and then your listings too