Taking The Emotion Out Of PPC and Listing Optimisation

Liran joins us to educate on ppc and listing optimisation drawing attention to our biases and emotional attachment to keywords and PPC campaigns often to the detriment of revenue and profit. Be objective and let the market and data guide your decision making.

  • Looking at listings for PPC and Listing optimisation
  • Somewhat emotionally tied to a product are we?
  • Wanted the product to be premium product with premium packaging and pricing
  • Sometimes you have to take a step back to move forwards
  • Didn’t want to give a 20% discount coupon for emotional reasons rather than objective reasons
  • Don’t be tied to emotions around prices

Can you Give Up that Main Search Term?

  • Images are not upto scratch
  • PPC has to go through a discovery phase
  • Hang onto search terms and ‘willing’ them to work
  • If the data is not there then you should get rid of it
  • Do you give up that main search term that you’ve spent a lot on PPC on?
  • You have to keep spending money on PPC to get to a rank level
  • You’re burning through PPC sales and eating some of your organic sales
  • You might back off spending on that search term nad settle for position 8 and have more organic sales making you more profit on the organic sales
  • Some people are scared of stopping spending on the keyword and don’t find out if they can make more on a lower position with less PPC spend
  • You can test this and see if it works for you taking the fear out of it

Not working today but could do tomorrow

  • A keyword may not work for you today but come back and test it when you have 10-20 reviews on your product and it might work differently
  • Look at things objectively and don’t take emotional decisions
  • You need to look at your pricing and listing as if it’s not yours

Quick Wins – relevant search term

  • Search term report – how many clicks to conversion – a great indicator as to whether you should spend money
  • Go and look at hte search results – take that search term and search it for yourself
  • Does your product fit in this search
  • Water bottle – can be 99c to $3 or even $16.99
  • Although it’s a water bottle is this the right term for you?
  • You may not got after ‘water bottle’ as a search term but everyone else is after it too
  • But really ‘infusion bottle’ might be a better search term to go for as it’s more relevant and a better relationship to the price you’re selling at
  • Look at the price on the page of searches – if they’re all at $3 and you’re selling at $16 then re-think it

Test with PPC

  • Test your listing for conversions first before starting giveaways or driving traffic
  • If you high-bid the PPC to get to top placement and find you’re NOT converting then you definitely won’t convert on organic traffic
  • Test which keywords are the ones that convert – let the market decide which keywords are relevant for your product
  • Use the keywords that convert for you and the data tells you it works and converts
  • Use the market to tell you what to go after

Don’t just focus on ACoS

  • Sales versus PPC spend
  • Orders per month via PPC
  • Measure these over time to see them go up or down over time
  • Organic to PPC ratio a good indicator
  • Average spend per PPC sale (bring it down over time)
  • Average impressions to PPC conversion
  • Measuring these overtime lets you know if you’re dialing in on the marketing and conversions

Measure your Keyword Rankings

  • For PPC and Listing Optimisation
  • Total Sales – PPC and Organic
  • Track your keyword rankings for your most important keywords
  • If your ACoS is high at 50% but you see your rankings keep trending higher then you might keep that ACoS level
  • If you’re not moving up rank then you might want to pull back on your bids

Measure Sponsored Ad Position

  • Measure your sponsored ads ranking
  • Viral Launch just brought this out
  • Charting where you are with your Sponsored Ad positions and overlay your BSR on this
  • Ad position is a key metric
  • Casey at Viral Launch did a post on ad position hack and product pages and bid multiplier
  • Need to be ‘cuter’ now with what you do – especially if you’ve got an account with 500 x SKUs
  • Sellers haven’t really been monitoring this
  • You performance in ad position 1 will be different to ad position 4
  • Keeping on top of ad and organic ranking is key

Use the 80/20 Rule

  • Consistently trying to get ACoS from 120% regularly down to 30% is not likely to happen
  • Focus on the campaigns that are making money
  • When you’re way over breakeven and lots of campaigns running you can’t see the wood for the trees
  • Pare it back and focus to increase performance and keep track of everything
  • Use 80/20 to not waste your time
  • Stop flogging a dead horse
  • Go back to your listings
  • Pinpoint the things in your account you should be going after more aggressively and things you should drop
  • Pricing, keyword strategy
  • Go back and look as though it’s not your listing
  • Take an outside look and re-analyse what you’re doing

Get other Opinions on PPC and Listing Optimisation

  • Take a few friends that you’ve not saturated with your Amazon talk
  • Send this new group a set of listings and ask them what they don’t like about hte listings
  • You’re interested in what they don’t like
  • These are the critical elements nad holes in your listing that will help
  • Pickfu service can help you get judgements on different images or listings
  • Use these survey type websites to get really fast feedback
  • You can target ‘Amazon Prime’ customers to get specific feedback

Estimation Tools

  • Looked upon as the Bible
  • One month you might get a set of numbers from the estimation tool
  • Your results might be very different to the estimate the tool gives you
  • You might turn up on page one but find very different results
  • What changes to the product have you made to differentiate your product
  • Difficult to predict month one what you’re product will do and how many sales will you take from the competition?
  • You need enough search volume in there to get the data

Keywords driving sales

  • Macro versus micro conversion
  • After discovery you end up with a handful of keywords that drive all your sales
  • 50k searches on Keyword 1, 5k on Keyword 2 and 2k on Keyword 3
  • Unless you nail Keyword 1 then you’ll get nothing on Keyword 2 and 3
  • You’ll have blown it in terms of a launch
  • If you go after too small a market then there’s nothing to go after as not enough sales in there
  • THink of relevance – if Plan A does not work what is your Plan B for this product?



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