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Amazon PPC Step by Step Strategy for Beginners in 2021 – Amazon PPC 2021 Tutorial - Part 1

Jun 02, 2021
What's happening guys today? I'm going to go over a topic that many of you have been asking about: PPC or Pay Per Click when it comes to selling on Amazon and it's one of the biggest challenges you'll face as a seller, so the first thing I want to do is break down what it is. and then I'll explain to you exactly how I do PPC. This could be a two


series because there's a lot to go into here, but I think you'll enjoy it, hit the like button if you do, but first of all, what is PPC?
amazon ppc step by step strategy for beginners in 2021 amazon ppc 2021 tutorial   part 1
Well, PPC means pay per click, which actually means exactly what it sounds like, it's pay per click, you pay every time a customer clicks on your PPC ad on Amazon, so if you see on the screen here that we just type wood carving kit, you can see we have some results here and ignore that this is GBP. I'm currently only searching from the UK but this is US site now on some of them you can see sponsored here which indicates that these sellers are running ads for this specific keyword so in their central Marketers have set up serving PPC ads when someone types this keyword, so we pretend we are.
amazon ppc step by step strategy for beginners in 2021 amazon ppc 2021 tutorial   part 1

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amazon ppc step by step strategy for beginners in 2021 amazon ppc 2021 tutorial part 1...

A customer here we come to look for a cough kit and then we see your offers here. They are paying to be at the top of the results. You can see this one here is unsponsored, which means these are the first organic results for this. keyword, so they have very, very good keyword rankings for the specific keyword and they don't have to run ads to be visible on the first line of page one, so it's important to note that it happens per keyword key, it's not like you can run PPC for your product you run it for specific keywords that you think customers are going to type in to find your product and you're paying for ranking, that's what you do when you run PPC, the end result What you want is to have your bid here at the beginning so that you get clicks and you get sales and when you get enough clicks and sales for this keyword, your bids will move up in the organic results and you want to be in this position as if they were here, so remember that Every time people are clicking and purchasing from your ad, your organic listing will move up through these results here from the page, let's say seven to six five four, you want to get down to one where you can actually stop running the ads. as You can see that with this offer here they are not running ads because they are organic.
amazon ppc step by step strategy for beginners in 2021 amazon ppc 2021 tutorial   part 1
Every time they make a sale here, they make full profit, whereas these guys who run ads will have to adjust their profit margin because they are paying. Amazon for that ranking is paying Amazon for that visibility for this keyword and probably many other keywords, so the next question that arises is who gets what spot they can see here. We are in position 1, 2, 3 and 4 for this. keyword and if we scroll down a little bit we have position 5 6 7 and 8 in the middle of the page and then down at the bottom we will probably have 9 10 11 and 12 so who gets what position and how does it work?
amazon ppc step by step strategy for beginners in 2021 amazon ppc 2021 tutorial   part 1
It's exactly how an art auction would work, except you're not auctioning off art. Amazon is auctioning off a keyword, so Amazon says, “Hey, we have a wood carving kit available,” and all the sellers in the auction room are fine, they're the bidders on that piece of art. on that keyword they are going to put a certain amount to try to take that keyword to try to take that piece of art home and whoever makes the highest bid is the person who positions themselves in the second position, two and so on, that's why It's just like an auction, PPC advertising is a bidding system and that's why Amazon always says bid, they don't say: do you know what you pay for this keyword, they say: what are you bidding?
What do you offer us in exchange for the ranking you will have? that keyword, the higher the bed, the better your placement and what's really important if we put this all together is that when you run ads, you don't just try to run ads for as many keywords as you want, remember at the beginning. We said what do you want, you want to get clicks and sales to improve your organic rankings, so it's very important that you have as much visibility as possible and I always recommend bidding aggressively. If you're going to bid, you might as well bid aggressively and be at the top of page one instead of the bottom of page one.
Avoid being too passive with PPC and not bidding as much and getting, for example, a position at the bottom of page one, at the top of page 2 instead of at the top of page one, because you'll end up. Getting a cheap price is not that much, but getting to the final results will take much longer. There's another reason I recommend being aggressive at first with PPC and that's because this is a real world market test if I come in as a customer and you pretend you're not a salesperson you don't know anything about ads and you type wood carving kit here you look at these results you don't even notice the little sponsored icon here you are just looking for the best option, something that matches your needs, if you have a decent number of reviews like this 33 and you are running your ad at the top of page 1 for this keyword and you're not getting sales clicks, then you know you need to adjust the things you have. to adjust the main image to improve clicks or you really need to do a product rollback or you need to target very different keywords or this one is just not relevant enough to your product so you are also getting a lot of market information when you are being aggressive if you're soft and passive then what's happening is you're not getting all that data so in my opinion it's definitely worth being aggressive with PPC at first and then realizing where the keywords are irrelevant and stopping them for complete.
I would prefer to have a shorter aggressive trial period at the beginning. Okay, now that you're clear on what PPC is, especially if you're new to this and I'm just going to show you my personal opinion or my approach to it. exactly how you would run PPC for this product now, the first thing you need is your keyword list. You probably already have it and you can watch my keywords in description videos below on magnet and brain, but you probably already have it because you created the list and you needed keywords for the title of the description bullets, etc., but now I'm going to show you how I would use keywords very briefly for this in real time on the screen, so I could move on to Tin Helium and I'm going to use magnets.
Now you could use other tools. I will show you that the helium tin magnet will give us good keyword results if we write the most relevant keyword and as short as possible and search and you will be able to see. we have a lot of results here, once we've done that search, I'll always sort them by search volume from highest to lowest and then I'll go through here and keep the relevant ones that are removing the irrelevant ones. You can see one hundred percent relevant wood carving tools exactly what our product is. Then you can see the chisel set.
Now this is not our exact product, but we do have chisels within the set, so we might convert buyers looking for that wood carving kit to exactly what we sell. I can see a wooden spoon, a wooden cutter, we have those individual components, so we could convert them by looking for the individual component in purchasing a complete set, so I will keep those and here you can see the stamp making kit. The stamp making kit has nothing to do with our product, I will delete it and then repeat it for pages two and three. I would say up to about 100 keywords max because remember we are doing our highest search volume so we will see the highest search volume once you don't want to go down to the level where keywords are typed twice a day. month on Amazon.
You want the ones with the highest search volume. Once you've done that, you now have a nice list and you want to export it to Excel or to numbers, depending on. your system here can also do CSV, so export this to excel. The second thing we're going to do here on helium 10 is brain. We will do a reverse search for Aysén in that main product that we were looking at in this one. They are ranked in position 1 on page 1, the strongest ranking for this keyword, so I will brainstorm them with their Aysén. Remember you can take your ace and just enter the listing and then it will be in the URL or in the listing in the Aysén area and then you put it here and search once you have done that again, search for the volume from high to low and it will do exactly the same thing once again, at most up to 50 to 100 keywords and then You're also going to export this to stand out.
The reason you're doing both is that this way, covering your bases, you're seeing what this product does with the opposite. The brain looks for what this product converts the most and you We are also doing an external keyword search on helium 10. You put them together and you would have covered your bases, so here I have the magnetic search that we did first and you can see I have them all in order of search volume and in this What I'm going to do is take my top 20,250 keywords from here, depending on the product, some have much higher search volume, some have less, but you can see we have about 50 or 60 . keywords, all with a search volume over a thousand, which is pretty good, so I'm going to take the best ones from this document and put them in a new Excel sheet and then what I'll do is also check our brain. and I'll do the exact same thing again in order of search volume and I'll put both main sets of keywords in one document and as you can see here, I've done it on a slightly smaller scale. by time, but we've taken about 25 of each of them and if you ever need to sort them again by search volume, you can just click on the area you want to sort by and then you can filter here, sort from highest to lowest and that will rebalance them in this way from both sorry brother and magnet.
We have all of our keywords in order of search volume, so we're looking at a very specific list here and at this point what I'm doing is going to review these and any that are one hundred percent relevant to my product, for example, if someone writes that and is looking to buy my product, I will surely highlight that green like I have done here, anything else or a substitute or something complementary or where we are trying to convert looking for something that may well be interested in our offer, for example , one of our individual tools, but we could convert them so they want the full set, so I'll highlight it in yellow if it's a little less relevant, for example, a set of chisels or a tool box or a wood carving knife.
Yes, we have a wood carving knife in the kit. It's not exactly what they wrote, but we could convert them to want the full game, so that's what you're doing here is the most important thing in green and then the least important thing in yellow. At this point, what I'm going to do is take all the greens and I'm going to put them in their own document. This will be ours. exact match campaign and you can see them here, so a short list. I recommend not being over 30 here. You are looking for the best recruiting search volume.
The most relevant keywords here. These are keywords that you don't mind paying for because you know that someone who types in the keyword is likely to see your ad for this keyword, buy your product, and that will increase your organic rankings as you get more and more clicks and sales. through your ad for this keyword and that's your end. The goal is to improve that organic ranking now, guys. I'll go through the entire process of creating the exact match campaign in a moment, but exact match simply means that Amazon will only serve your ad for the exact keywords you enter here, they won't. run you to get some random string or something they think will convert, it's exactly what you put here and I love it, I love it, it's very specific and it will only run for what I put here, there are less stitches, that's what a match is exact.
The campaign is and then for the exact match campaign, so generally you will have a daily budget of thirty to one hundred dollars. Remember that at first I am quite aggressive. It also depends on your market, if it's not as competitive a market, thirty dollars or more. enough if you're super competitive, you can get closer to a hundred and then your individual keyword bids. Remember that it works like an auction for each piece of art for each keyword. Which offer is good? Here you want to go at least ten percent above Amazon's highest rank. that they show you, they will show you a range of keywords from this to this, the higher you want to go ten percent above that for each individual keyword, remember you have a short list, it won't take youIt takes a long time to individually target those ten keywords. percent above the high end of that range, another thing you can do is use bid plus or dynamic Birds, where they will increase your bid dramatically if you're likely to convert in person.
I don't use bid plus as much, I prefer to go ten percent. but the highest point in that range and in the indefinite duration of it is something that you will probably run for a long time, you will optimize it frequently, but it is something that you will probably run for a while even if ranking position on a page, you can choose whether It is profitable to continue running this because you are taking a spot that another seller cannot get now and you obviously have double visibility of your sponsored results and your organic result. Another thing you can do is just let the birds out a little bit to bid a little less on that piece of art for that keyword and place your ad on page two so now you have page one organic, page two sponsored, that's it.
Another thing you can do in case customers come. via Results are now visible on multiple pages, of course at some point when you are ranking well organically for keywords you can also stop this but if so take the mindset that you are going to run this for quite a while . The next thing we're going to do is take this entire list, so yes, the yellow keywords, but also the green keywords that were exact, we take this entire list and we're going to put them into a new list. again, all by search volume and this is a list that we will run a broad match campaign on.
Now, a broad match campaign is like when Amazon will take that list of keywords that you entered and run you for something similar to that. they could be substitutes, they could be complementary, it could be a loose match, it could be a close match on that keyword, just variations of that keyword and we'll set it up, but that's the broad, it's not crazy, look at the variation. keywords and the reason we're doing this is to see if there are variable keywords that we need so we can convert really well. Remember we did a reverse Aysén, but what if that competitor didn't have keywords that are now driving conversions, etc.?
Looking for the current market picture and are there any other keywords we should use now? Of course, because we are already using the green ones in an exact match campaign. What we'll do is set those green ones to negative. In other words, exact match in our broad match campaign, I know it sounds complicated, but all we're saying is when you run the broad match campaign, don't run ads for these exact keywords so they don't run a tools ad for work wood. they have an exact match, but they can still post an ad for woodworking tools, men, woodworking tools, hobbies, etc., so they can do those variations, but not the specific term because we don't want to cannibalize what we already we are doing, we are ready.
Running for the exact specific period our budget for this campaign will generally be fifteen to fifty dollars per day and our individual keyword shares will be between five and ten percent above Amazon's suggested range or the high end of the range they they give us and then the duration of these two weeks, this is a test campaign, it's not something I'm going to run for a long time, at least that's how I do it, this is testing the waters, are there any other keywords that we need, yes or no, and then we are? We'll fully optimize after two weeks and move more towards exact match, so what you would do is go in here as an ad campaign manager and then you'll set up a campaign, create sponsored products for this and continue to give your campaign a name, so here I'm just going to abbreviate the wood kit.
I will make the exact match first and then give you the date. I really recommend putting the date in the title because it's very easy to forget when I started running. that campaign wants to be able to see it, so this is how I recommend that you set them, the start date will be today and when this is not the case, an end date will appear and you will end it when necessary, our daily budget here will be fifty dollars, remember 30 to a hundred per exact match and then we'll do the manual targeting because it's an exact match campaign here.
I will always make dynamic low offers only if you choose this one. Amazon can increase its offers by one hundred percent. if you're likely to convert, I just like to have more control and a little bit more and they can narrow it down, if that's applicable, fixed bidding is when they just use the exact bit that you set here, you create an ad group name. I'm just going to give it the exact same name as above, then you're going to select your product, and then you're going to choose your targeting type. Here I will choose keyword targeting and we will enter a list.
We're just doing the exact same thing on this one. To make a custom bid now on the custom bird, I recommend you turn up the Sly key so you can see it's not 0.75 and many may leave it that way so I'm going to put it at $1 and a cent and there's a lot of reason. of people could go with $1. I'm going to make you a penny, so that's going to be our default, but here you could go even higher. Remember that this is your powerful PPC campaign. This is the best keyword, so you can even earn a dollar fifty-one.
If you're in a competitive area now, I just take the keywords from the list that we already have and put them here, so there we go, we have our keywords here and we can add keywords and then here your keywords will appear. but the strange thing is that the suggested bid is not shown in this for some reason, but you can see that the suggested bid range is based on bids for ads like yours that have gotten impressions over the last seven days, so this is the range you were talking about and the highest number is what you want to increase ten percent above that way you kind of make sure that your bidding is very aggressive at the beginning.
Now, once you set your individual birds to ten percent above the highest rank, you can launch this campaign. Obviously not. I'm going to launch this campaign right now, but you would come here and say the highest range was two dollars 20 and then you would set it to say two dollars forty-one and that's something I also recommend is always use odd numbers because it reminds everyone . it's worth a dollar fifty, so go to a dollar fifty-one instead of three dollars, go to 306 for example, that odd bid works really well because people use round numbers very often and so you know exactly what I'm getting.
I mean with the suggested range and the offer of five to ten. percent above the top of that range, if you go into your campaign even once you've launched it, you can always see this for each keyword. You can see the keywords here and then here is the Amazon rank so you can see from 23 cents to 26 cents. and we're going to bid even 10% above the high end of that range. We'll do the same for each keyword you can see here. We're always bidding well above the high end of that range that way. We make sure to outperform many of the sellers and we will appear at the top of page one, which is what we want in the beginning.
We want visibility so we can test and also get clicks and sales to move that organic ranking. up and then the second campaign that you will create is of course your broad campaign, so we will include here and again the broad dates of the same product and then there will be no end dates. However, we will verify this in two weeks because it is a test. campaign that they will review it over the next two weeks because it will be a little lower. I'll start it at $20 here again. This will be manual targeting and we will dynamically bid down only ourselves.
We'll give it the same name here, this is our broad match campaign, then we'll select our product here, do keyword targeting again, enter a list, and keep suggestive shoots for a while. second here and we're going to go with broad, let's take our list, remember this is our entire list, including the ones that came in exact, we're just going to copy them, put them here and add keywords now. We never suggested it, but I'm still going to set this back to a dollar and a cent and add keywords so these can't be added correctly. They look like a duplicate, so you can see Woodspoon twice there, so that's okay. at the bottom here we're going to go to negative targeting and we're going to do negative targeting exactly like we talked about and now we're just going to take the green keywords within this list and I'm not going to take all of them, we're just going to take all of them when you actually do this and the we'll put them all in here and then we'll add those keywords and because there's a negative exact match, remember that Amazon won't be serving ads for woodworking tools because we're ready to list. a campaign that matches exactly that, but they could publish carpentry tools for men, etc. and then we can launch this campaign and then once you've launched it, remember that you'll be able to research that campaign in ad campaigns and you.
You'll be able to see the suggested bid range and you'll be able to adjust your bids to five to ten percent above the high end of that bird range and the last campaign that we'll also run at the beginning is an automated campaign. campaign, so we will call it similarly again, no end date here, the budget can be very similar to the broad match campaign, we will leave this at $20 and implement auto targeting here, we will use dynamic bid down only once more and here again, we'll name it Auto, select our product and set a default value.
Once again, I'll use this now. By the way, you can also set offers by target group. You can look at loose match substitute plugins if you want, but at this point we're not really sure what will work best so I recommend sticking with this for now and then you can launch this campaign now, you might notice the auto . campaign, we didn't put any keywords in there because Amazon decides what you're running your ad for, they look at your overall listing and you've already done some keyword research for the search which should work pretty well and they say what keywords or what reasons we should run. product ad activated and this is where you will also have good placement on these sponsored products related to this article section in your competitors' listings.
It may also appear in keyword results when someone types a keyword that Amazon believes will convert you. It's so automated that you're giving a lot of power to Amazon, but it could give you very good and similar to broad insights, so other than a test campaign, we're just going to run it for two weeks. There are some scenarios where automated campaigns are actually very profitable, but most of the time they are very good test campaigns at first, then we take all of our best keywords and we are going to optimize them, but that is something we will cover in the second


and boys in the second part.
I'm going to show you how to look at this data and start optimizing it so you can narrow it down a lot. I have some products up to as low as 7% and others are between 20 and 25 percent and that's still very, very profitable overall and I'm also going to look at how ad spend and cos really impact your profit margin and if you're actually making money at the end of the day because you have to optimize your ad spend to increase your profit margins, so we'll dive into all of that too, if you enjoyed this video please give it a like, remember to subscribe if you enjoy the content here, but as always guys, I hope you're doing well. progress and see you in the next video

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