A Simple Amazon PPC Strategy for Scaling ALL your Products in 2021Jun 11, 2021
amazonppc with my 80 20 now
strategycan be as difficult or as
simpleas you want to make it and what I commonly see when working with clients is that you have been implementing too many different strategies and now you are confused about what to do next, you costa is through the roof, but you're not even sure what
yourecho should be and then you don't know when you should pause keywords or just change the bid and you don't. Learn how to expand your campaigns to scale them and if any of this sounds familiar, it's completely normal, the
strategyI'm going to teach you today will help you generate more sales, increase your organic ranking on Amazon and at the same time decrease your ad.
Spend within Amazon PPC. I can guarantee you that this is a step that your competition is not doing and so what is it? It simply extracts and isolates the twenty percent of the search terms that produce eighty percent of the results you've probably heard. of the Pareto principle, so the Pareto principle simply states that twenty percent of your inputs create eighty percent of your outputs, so twenty percent of your workers produce eighty percent of your outputs, Twenty percent of your customers create eighty percent of your revenue, twenty percent of your errors cause. Eighty percent of bugs, twenty percent of features cause eighty percent of usage, and in Amazon's world, twenty percent of their
productsgenerate 80 of their revenue and 20 of their search terms. of their clients generate 80 of their sales on Amazon PPC.
What we're going to do is find an isolation and then scale those customer search terms. So what do you do with the search terms that generate 80% of your sales? You'll hear me say this over and over again. I want you to put each one of them. search term in its own separate campaign, single keyword ad campaigns, it's worth repeating a search term per Amazon PPC campaign, not per ad group, and if you're on a budget, what you need to do is make sure to only start with exact match campaigns for this. and if your budget allows, you can create an expanded automatic campaign and upload your list of negative phrases.
The reason we do this is because you can then customize each part of the campaign for that specific product. You can customize budget, bidding strategy, and adjust bids. by location, you can adjust all of that based on this search term in this product, so this is a quick summary of what I'm going to discuss today. I'm going to show you how to extract your search terms report so we can let's download the search terms report, upload it to a Google Sheet, organize it and consolidate it, remove all the keywords that don't really matter, separate each product in its own tab. then we'll find the 20 search terms that generate 80 of your results, then we'll upload them to an exact match campaign and watch our sales and profit rankings skyrocket, so let me jump on my screen and I'll show you how to do it, so here we are inside my campaign manager and what we're going to do is go up here and we're going to go to the reports.
Once in the reports, we will extract the search term of our sponsored product. report, so let's go up here to create a report on sponsored
products, search terms summary. I like to go back 60 days and leave some attribution. What that means is I'll show you here. We are going to start from November. January 14 to 14, so we're going to leave just a couple of days here because of today's date and we're going to hit save, you can name it if you want and send it to an email if you want, but then you'll be I'm going to click in Run Report once you're ready to download it, just download it and you'll see it appear right there, so now I'm going to go back to my Google Sheet, let's import the file, upload it and extract that sheet in the First thing I like to do is organize this report, so I'm just going to delete the columns that I don't need, so I don't need the start and end date or the currency.
It depends, you can keep your campaign name. I keep everything. portfolios, that's how I stay organized, so I'm going to delete them all and then we don't need any of this because we just need the customer search term and then I like to rename them so that impressions, clicks, ctr, cpc, spend on sales, acos just to make it a little bit smaller and then we'll keep the orders too and then we'll eliminate the rest. Okay, now what we're going to do is organize it by order, so I'm going to highlight everything by clicking this button. Go to data sort range the data has headers, it goes to orders and z a a, it's going to put my top orders at the top and then what I'm going to do is go down here and get rid of everyone that has less than three orders, like this next We're going to calculate what your maximum cost per click may be, so we're going to create three new columns clicks for orders max cpa and max cpc max cost per click massive max cost per acquisition this is essentially your profit margin, so Los clicks per order is just a simple formula, it's going to be clicks here divided by orders and then we'll automatically populate them and I'd like to remove this one a little bit.
Next is your maximum CPA, which I calculated in a moment, but let's do your maximum CPC. Your max CPC is simply your max CPA divided by your clicks per order, so let's take this, we're going to do max CPA divided by clicks per order, so obviously. that won't be anything right now, so we'll get rid of the acens next. We'll deal with acenz a little later, but not now, so I'll sort the range again by customer search term and you'll see All asins appear in bs, so let's grab them all. I'll put them on a separate sheet.
Go back to that search term. Now let's create a filter to view the product, a specific product. So what I'm going to do first is highlight everything, go to data, create filter and then filter by portfolio name, so today I'm going to show you my tea tree oil eyelid wipes. Okay, now we have the The search terms for mediviz tea tree oil eyelid wipes are separated into their own category and you can see that most of our orders come from these top words right here and you can see a couple of wipes for repeated eyelids here and there so you can calculate. that will be one of the 80 20, so you can see that actually one of our own search terms generates a lot of sales, so people are searching for our brand right here, but let's look at all of these and you can do this for all of these, always and when they're profitable or you can just focus on the top ones, so what I want to make sure is that I have an exact match campaign for my top five to 10 search terms. that exact campaign so next let's calculate what you should bid on these search terms and that's where this max CPA comes in and then it's going to calculate your max CPC so what I'm going to do is I'm going to go to Amazon and open my The product 1997 is our cost.
I use the helium 10 extension but this is just their profit so curing the 10 extension makes it easier because they calculate Amazon fees so I'm just going to include our cost per product and that will increase our profit margin net, so 916. So what I'm going to do is essentially just your selling price minus the cost of your product minus your fees, so 9 16. Let's go back here, I'm going to put in 9 16 right there, it's actually going to be a dollar sign 9.16, then we'll drag it to the bottom and then this will also be a dollar sign and that will be your maximum cost per click and so on with mediviz tea tree eyelid wipes, since acos is so good, we have such that every 1.26 clicks we get an order so we can bid nine dollars and sixteen cents or excuse me seven dollars and twenty seven cents because every dollar twenty six cents gets one sale which will be a breakeven point for us now for a keyword unbranded, eyelid wipes, you can see we have 36 percent echoes, it generates a lot of sales for us 45 orders every three clicks 2.93 clicks we get an order, so we're going to make three dollars and 12 cents for that cost per click.
Now you can see that it varies depending on where we are, so I like to choose the highest one because it converts so well and drives so well. There is a lot of traffic and you will most likely break even on that search term, but it will increase your ranking in the organic ranking, so let's check that for amazon.com eyelid wipes to see where we are in the organic ranking. so you can see that our search title is there. ad, there's our two sponsored product ads and then here's organic rank one, two, three, four, five and we're in sixth place and we're fighting some pretty big brands here, these brands have been around since the '90s and so on. have been. for a while, so it's going to be difficult to unseat them, especially with the number of reviews they have and you can see we have around 644, but focusing on the 20 search terms that produce 80 of their results and therefore, again searching In all of these we have 66, so that's about 13 search terms, so they're going to be around here, so we want to make sure that we have a unique exact match keyword campaign for these search terms and then we can Get out and explore more. wide once we have the budget to do it and after you've had all of this up and running then you can start exploring the next series so you can see some of these are repeats so there's probably more around here and these are The ones for which I want to make sure we have an exact match single keyword ad campaign running so we can really scale our campaigns again to reiterate how to structure your Amazon PPC campaigns for success.
A single keyword ad campaign starts with an exact campaign. match to start these are your scale campaigns, if budget allows you can split into broad and automatic for those same search terms, upload a negative list of negative phrases as soon as possible for those campaigns, your broad and automatic campaigns, and if you want to do a phrase you can do that too, those are all discovery campaigns, they're discovering new search terms that you can then put into the scale campaigns, the exact match campaigns to then scale, we like to do a strategy of just bid down and then we usually like to adjust the top of the search bid adjustment by about 20 percent and then of course use the calculated cost per click that we just did on that sheet, so what are your action items for this?
Create exact match campaigns for all 80 20 search terms if budget allows. Create an automatic broad match. campaigns with those same 80 20 search terms and then upload your lists of negative phrases to the extensive automatic list
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