Seller Sessions 100 Special – Amazon Heavy Hitters (Round Table) Part 2

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The second part of the Amazon Heavy Hitters Show.

Selling at Full Price from Facebook

At seasonal times with the right product then you can – Fathers Day, Christmas, Easter, etc
It’s time sensitive – Easter, you when know they will buy it and so better chance
Doing it on courses on Facebook is working
If it’s a prospecting list then it’s to build rank
If it’s going back to previous customers that have bought before then yes full price
But mostly use Facebook to shape how you appear on Amazon than for selling
Used Facebook to ask for help to counter some poor reviews and got a bunch of reviews from fans

Amazon Sellers under-utilise the power of Facebook
Don’t take advantage of the data given with Amazon and tying it into Facebook – use software to build custom audiences that you can target
Missing a major opportunity as don’t understand how to do the ads and target the audiences

Everyone is obsessed with it
In isolation it can be very damaging for your account
Wanting to take ACoS from 40% to 30% – but it would have lost them 40% of their sales as they come from PPC
It’s arbitrary to an extent as depending on your business you may want 10% to 50% ACoS
Aggressive sellers will have higher ACoS
Use it to spin the organic sales flywheel to get it spinning
Average Order Value is a good number to know to determine what you need to convert for
Product age from where in the cycle the product is early, mid-stage or late – late stage ACoS needs to be lower than early stage
ACoS is a good starting point but it’s not everything – use the other numbers too

Regardless of the PPC system Amazon heavy hitters benefit from a great product upfront
Selling spatulas for $12.99 with a Cost per Click of $5 is not good
Product market fit and product quality itself
After that it’s a lot easier to tune

Using software but not sure what’s going on in the algorithms?
You click to ‘lower your ACoS’ but missing out on the bigger picture
Using the automation is not the always the safest bet
A lot of value in manual work in PPC – downloading the search term report (seen a new colour of the product and added as a variation)
Total sales versus my PPC spend, keep an eye on the overall picture to be an Amazon heavy hitters
Automation can add layers of complexity for the calculations behind the controls
Bidding automation seems to work well to up the bid if you’re not getting enough clicks or lowering if the ACoS is really high
Bid automation is different in the Summer than the Winter and how do you adjust your bid formulas
Measure the outcomes and if it achieves the goal then you’re good and set to be an Amazon Heavy Hitter
Low hanging fruit is converting search terms from your search-term report
Seasonality is great and using keywords

System automation still today can’t beat:
Looking at your negative keywords yourself periodically is great
Manually reviewing what other competitors are doing in the listings
Checking pricing on Amazon and reviewing their products – what’s going on the search pages compared to everyone else using your own eye can’t be replicated
Checking your full account data
Seasonality
Sales velocity
Stock on-hand
Price changes
All makes it easier when you look to make decisions on your account