For many, Amazon PPC elicits feelings of being overwhelmed and confused. Some struggle to hone in on the right keywords, and ad budget is left on the table. Some are overspending on key terms that are expensive and not converting. Some are confused whether to do manual or automatic campaigns. Plus, things are always changing in the Amazon landscape. We totally understand the confusion and we want to help get you on the right path.
Our #1 tip is to hire an expert. You can’t possibly become an expert in PPC, when your time and attention is divided doing so many other tasks as an Amazon seller. We talk to a lot of people who feel really confident with off Amazon marketing, but on-Amazon their experience is limited. There’s no reason to spend hours learning the ins and outs of Amazon PPC, plus spend hours every week managing it, when you could hire an expert to do it for you the right way. While this is a critical part of a seller’s Amazon business, it is truly one of the first things you should relinquish to an expert.
If hiring an expert isn’t in the cards at the moment, here are three more tips for executing at a high level with your PPC.
- Focus on the right keywords. We recommend running manual and automatic campaigns with the same keywords. This seems counterintuitive, but when Amazon runs automatic PPC campaigns for you, it’s based on their extensive knowledge of their own algorithm. Once you see which automatic campaigns are working well, plug in those same keywords in manual campaigns, and adjust the bids according to your goals. That way you can trust it’s a strong keyword for the product AND you have more control over the budget than you do with automatic campaigns..
- Test out various PPC features. Amazon has recently rolled out a series of new Amazon PPC features — among them the intriguing options ‘Campaign Bidding Strategies’ and ‘Adjust Bids by Placement’. For example, with dynamic bidding, Amazon adjusts your bid according to the probability of a sale. This means you have the opportunity to: Bid Down, Bid Up and Down, or do Fixed Bids. If you are looking to more effectively utilize PPC, trying out new features could be the change you’ve been looking for.
- Listing Optimization. While everything we’ve discussed above is important, the #1 most important thing for successful PPC campaigns, is having a fully optimized listing. Regardless of your budget, without a great listing, the clicks you drive from Amazon PPC won’t convert, and you’ll have a high ACOS. Click here to learn more about our PPC management (which includes listing optimization), apply for our services, and make sure you’re set up for success.
While hiring an expert ASAP is always our recommendation for ensuring that you are competing at the highest level on Amazon, give these three tips a try and see what a difference they can make. Unlike our competitors, when we manage PPC for clients, auditing their listings and making sure they are fully optimized is our first stop. We want to make sure that if you are spending money to drive traffic to your listings, that once a potential customer arrives on your page, they are going to be sold! Good luck!
What does it take to successfully manage your PPC Ads on Amazon? It seems like there’s no clear answer, and that’s why so many sellers do it incorrectly. They overspend on keywords that don’t convert or they don’t have the ad budget to make an impact because they can’t generate the sales. While there can be some uncertainty with Amazon PPC, we’ve had some incredible results with our clients, as we manage PPC the TurnKey way. Today, let’s look at one of these clients.
A client came to us in early 2019 struggling with their PPC. They knew they wanted different results, but didn’t know how to achieve them on their own. They hired TurnKey to help them identify the holes in their PPC management and alleviate that stress in their business.
The first thing we did was pull the data from 2018. From January to October of 2018, they spent $203,000 in ad dollars. In return, they were generating $871,000 in ad-related sales. Their ACOS was at 23% when we started with them. So, we had our baseline and a very healthy budget to work with and gather data from. Please note that while this particular client had a large amount of capital to dedicate to PPC, you don’t have to have a massive budget in order to see real results. It’s a matter of using your budget wisely.
Next, we analyzed the campaigns they had been running and began generating a plan. At TurnKey we build campaigns according to the following tenets:
- Start with low risk keywords
- Strive for easy optimizations
- Run multiple types of campaigns (automatic, manual, branded, etc…)
- Add negative keywords into campaigns
A huge pitfall we see with sellers is that they set up campaigns once, and then never revisit them. They don’t have the time to devote to monitoring the success of the campaigns, analyze the data, and make ongoing adjustments. But, that is what truly makes the difference between throwing money at ads that might work and strategically utilizing your ad spend.
When we work with PPC clients, we are doing the following on a regular basis:
- Optimize ads on a weekly basis
- Harvest new keywords, including negative keywords
- Adjust bids and budgets to build PPC profits
- Continuously expand and build new campaigns
There are some things about Amazon that are incredibly predictable and other things that are unexpected. When a seller fails to analyze the data that Amazon provides, especially the analytics related to PPC, they are leaving so much on the table when it comes to revenue and maximizing their ad budget.
So, how did TurnKey change the game for this client? Well, in 2019 in the same timeframe of January to October, this client increased their ad budget by just $40,000 and raised their ad-related sales to $1.2M. That’s $350,000 in growth, and that is JUST in ad-related sales. Not only that, but their ACOS was reduced to 20%, a number our client felt really good about.
It might seem like PPC is something that you can figure out, or you can set up automatic campaigns that will be “good enough.” Let this case study be a lesson to all sellers out there who are winging it. When you hire someone who specifically manages PPC full-time and is an expert at doing it the right way, you will see the benefits.
If you’re uncertain about what kind of results you can expect from Turnkey, you can try us month to month and just see. We bet that after a couple of months, you’ll never trust yourself to do it on your own again. Stick to the tasks you are truly gifted at and trust us with your PPC.
We’d love for you to be our next case study and success story. To learn more about our PPC Management and apply for our services you can head over here to chat with a member of our Client Success team. Let’s see some big numbers from you in 2020!
We talk to sellers everyday who feel like their sales have plateaued or they are just getting started and they aren’t sure if they are even doing this whole Amazon thing the right way. But…they don’t know what to do about it. That’s why bringing in a coach at any stage of business is a wise choice, because then you can ensure you are moving the needle forward and focusing on the right things. If you haven’t already signed on with a coach, it might be because you feel pressed for time and can’t imagine adding one more to-do to your list. We totally understand the hesitancy, but trust us, this is one to-do that’s a must-do!
A Fresh Perspective
A coach can come in and help you see the things that you might not have noticed. You are so entrenched in your business, and if you’ve been staring at your product listing for years and know your product inside and out, you may benefit from having fresh eyes on your listing. It’s totally normal to maintain the status quo as an Amazon seller, but you can’t expect different results until you do things differently.
Cutting Edge Strategies
Part of an Amazon coach’s job is to understand the new strategies, systems and tools that are available to Amazon sellers. While you may only know a bit beyond what is working (or not working) for your personal business, a coach has experience in various niches and the time to stay up-to-date on what is working on Amazon right now! For example, while physically mailers may work great for some products, expanding social media might be a better choice for others. When you’re able to dial in new strategies that work well for your products, you can apply them across your entire product catalogue and replicate it week after week.
Prioritizing Your Time
I know your time is precious and you don’t want more to-dos, but a coach can help you select which tasks are the most important and what actions will yield the biggest bang for your buck. Don’t waste time on tasks that don’t give you a high ROI. Let your coach offer you the direct path to success as they tell you not only what to do but also how to do it. Think about how much time you’ll save when you aren’t handed a personalized roadmap instead of fumbling around in the dark trying to figure things out on your own. You’re welcome!
It’s a new year and we want the BEST for your business. We would love to help you supercharge your sales. To find out exactly what type of coaching your business needs, click here to apply. Be sure to let your client success team member know that you read this article and we’ll give you 20% off your first month! Good luck!
Who’s in your Rolodex (for you millennials, a Rolodex is where we used to keep contact information before cell phones and social media)? Do you know who to call when you are struggling to find a new manufacturer or who can help you redesign your packaging? Connections are everything in the business world, but so many times we aren’t connecting with other peers in the e-commerce space because we are too busy and feel like networking is just another thing on a long list of to-dos. Networking is essential when it comes to growing a successful business and it’s easier than you think. Here are some simple principles we follow when it comes to networking and cultivating business relationships:
Quality Over Quantity
At conferences and networking events, you don’t need to meet everyone in the room. We recommend identifying exactly what you hope to gain from the event before you go and keeping this goal in mind while you’re there. Do you want to connect with someone who can help you with marketing? Is meeting someone who is a target customer and getting your product in their hands your goal? On Episode 3 of the Playbook for Amazon Podcast, we heard Kevin Liang (one of the best networkers we know) talk about how he always focuses on the one type of person he wants to meet at a business event, and is strategic about seeking out that interaction.
Relationships are More Important Than Receipts
Sometimes we are so focused on what we are getting out of someone or something that we neglect to develop positive rapport with others and end up coming off too pushy or salesy. The best partners we have are those with whom we’ve developed genuine friendships. We want people to know we aren’t just in it for what we can get out of a connection, but we genuinely want to add value for others. Plant the seed of trust and friendship and it will sprout into a tree of networking dividends.
Broaden Your Peer Group
In this coming year, make sure to seek out networking events to create new contacts and continue to nurture the ones you already have. You never know when a casual relationship will be the answer you’ve been looking for to grow your business.
Remember, you don’t need to go to an expensive conference across the country to network. Networking can happen anywhere you interact with other! Strike up a conversation with someone in a coffee shop or join a relevant Facebook group and engage with other members. When you open yourself up to positive interactions with your peers, you will find that they really are all around.
Now it’s time to get out there and build those connections! If you are ever in need of an Amazon consultant or you come across someone who is, you can honestly say, “Well I’ve got just the guy for you. Let me introduce you to TurnKey.” We’re happy to help (and have great affiliate programs so you can make some money just by making the intro). Sign up here to become an affiliate.
We are down to the wire for achieving 2019 goals… how did you do? Did you hit your numbers? Did you achieve the things you wanted? While some goals are very tangible and measurable (hitting sales goals, achieving your desired ACOS, etc.), there are plenty of goals and achievements that you won’t find on a spreadsheet. Let’s talk about some of those metrics you might want to look at as you’re wrapping up the year?
As product sellers, sales are the number one metric used to measure success. If you met or surpassed sales goals, that’s reason enough to pop open the bubbly! Congrats! If you didn’t, take some time to reflect on where you fell short. Was there a certain quarter that was lacking, and caused a deficit the rest of the year? If so, how can you make that quarter more robust the coming year?
Our clients who see the best results selling online (Amazon or elsewhere) are definitely striving to not only sell products, but they are looking to improve the lives of their customers with those products. They are genuinely concerned with who is buying their product, what they want from the brand, and meeting those needs. Take some time to reflect on how your customers interacted with you this year. Did you boost your social media numbers and offer free content that was valuable to your community? Think about how you can, in the coming year, provide more value to your customers, and really encourage your customers to become fans instead of seeing your product as a simple transaction. Afterall, engaged customers will be the ones that become repeat buyers and your first purchasers as you launch new products!
This is such a critical part of the success of any business, online or elsewhere and I want you to think about how you improved the customer service experience this year. Did you respond to questions being asked or address critical reviews? How quickly and efficiently did you resolve issues for unhappy customers? Even if you really excelled in this area, there’s always room for improvement. Think about how you’d like to be treated if you were the customer and make changes accordingly.
At TurnKey, we are all about helping new sellers get started on Amazon the right way and showing established sellers how to make improvements to their listing, systems, and management, and to set new goals for crushing it in 2020. We’d love to help you if you’re feeling stuck, so head over here to find out EXACTLY how we can help.
Happy New Year!