Amazon Advertising How To Create Successful PPC Ads On Amazon

Today I have chewy she is the founder of the urban cowgirl and she has a digital agency where she works with the top 1% of Amazon sellers with their Amazon ads yes sure you thank you so much for being here I really appreciate it super excited it’s so great it’s a spend time yes and so your audience tell me a little bit more about like what your audience is working on and so some people are getting more advanced they’re already got their products set up on Amazon and these are the people that we want to kind of address this video to today so we could help them with their PPC Amazon PPC ads because I know it can be confusing I know I was confused and I ended up turning off my odds cuz I just know what to do with them right maybe we can start at let’s start a little bit about you and heard how you got into Amazon advertising because I know a lot of people are sellers and you’re kind of on the other yeah no no I’m not a seller I started in advertising at the beginning of Google AdWords like in the early days of Google AdWords and so I’ve been doing nothing but advertising for 15 years I know right just advertising every day so I have an instinct for it and I really love it and then it just

my specialty is scaling competition so Amazon seemed like a really nice fit lots of scale lots of competitors right on the pages and the product categories and everybody I was talking to is talked about how competitive it was so it felt like a really good fit for me so in 2016 I just pivoted and started working solely on Amazon campaigns and it’s just been amazing

like the thing I would say is the best about Amazon is is that you know with Google you’re working with big brands and you’re doing a lot of big accounts and and the thing about Amazon is you get a lot of small sellers you know you get a lot of like brother-sister teams and sister teams and friends that are doing these products and they’re selling millions of months and it’s so exciting to be able to work with like just people that had a small business but they have the scale that Amazon allows them that’s really exciting part so why should turn on their Amazon app well the main reason is it’s just the keyword history piece you know I mean I can’t preach it enough like when you buy Amazon

advertising unless you are ranked organically

you have no keyword history with the Amazon algorithm for your sales like the algorithm doesn’t know you’re selling and if you turned on your ads and turn them right off you probably didn’t spend enough time to establish the kind of history that would start to boost your organic ranking and boost your overall sales and your overall visibility you can’t really come in if it’s really a long view prospect so it’s a project where you have to come in and you know I do all my campaign strategies at like 90 days right q1 q2 q3 q4 year one year two so you’re not really able to come in and see results in a few months especially a few weeks so you kind of have to take a moderate strategy with a few targeted keywords and really just make sure that you can ramp that strategy up and in that you can spend the time with it so the algorithm starts to associate your product with those keyword searches in a way that is meaningful so that you can start to get more sales you really can’t you can judge them based on your

sustainability metrics so you can’t like play campaign up and it’s running a hundred percent a cost and it’s breaking your bank that’s not sustainable it’s got to go down but if you have a

campaign that’s at breakeven or you just can’t see the upside like you know you’re just spending money to break-even but you’re like I don’t really make any money here it’s a real pain why am i doing this that’s really the time to kind of stop in your tracks and say I’m doing this to build keyword history I’m building this I’m doing this to build sales history on the keywords I need to rank on you know how else are you gonna get that history because if you do it and there’s so many good launch

strategies that are completely different you know game plan I don’t do that but you know you could be doing product giveaways and there’s all these other launches but if you’re not building the keyword the algorithm is a keyword it’s a search mechanism right so the

algorithm is just basically going keyword by keyword and saying okay what products sell best for this and if you don’t enter that game on a keyword level you really can’t win right so you just kind of push yourself further down gotcha so say you know I

watch my product I haven’t turned on my Amazon ads but I’m trying to rank my product organically because I want to save money on advertising right now if my competitor has their ads on same thing same timing yes are they gonna rank better than me just because they turn on ads like not even manual ads the ads that Amazon does the audio ads are just not that you know Auto campaigns are okay I’m not gonna like Auto

campaign is good for one thing your Auto campaigns are really good for low cost clicks in sales cheap it’s like they kind of sell you remnant traffic in the autos so what you get there is Amazon saying well if we can just put this ad wherever we want and we’ll give you that for 90 cents a click you go to buy that same keyword and you’re gonna spend like 250 a click you know so who doesn’t want a 90 cent click you know it’s a deal if you can get those sales at like a 30% a cost and you can do it consistently I’d do it all day long but it’s not gonna be where you build the keyword history it’s not valuable to you in the long game the long game it’s not valuable at all so you want to do a manual campaign you want to pick your keywords very targeted and so your question about one more time if someone is else is running an ad yeah so someone ranking organically wouldn’t have any external advertising yes yes you’ll totally yeah we have that all the time yeah it’s because you’re above the fold and also you know people don’t have to scroll to find you and you’re also getting that brand visibility in those ads and if you do it consistently over time yeah you would definitely do better than your competitors at least the sales category in the brand category and then you know it’s it’s super important so that you keep and you know that you stay consistent though because it won’t it won’t work unless you stay in it for a while I think ninety days is a great amount of time to judge you even the results of what you’re trying to test so if I’m gonna test something I’m usually giving it a 90 day window for I make a judgement unless it’s totally terrible a cost and I shut it down yeah right yeah it’s gone right yeah yeah I’ve had some campaigns I know it’s funny you say that because the campaigns that I started at the beginning of my business we’re like 4050 percent a car and then when I like the latest ones see and you may be in a situation where you have to

reestablish sales history on those keywords you know and you were probably in at a time where the cost per click might have been a little less yeah but if you’re trying to build a keyword history you really should be bidding in manual campaigns very structured right okay so how do I find the best keywords for my product that’s so weird time is so such a good question okay when you’re looking for keywords there’s like three criteria that I use when I select a keyword so your first criteria is you look at all the main titles right all the titles in your category so you have a keyword you’re trying to rank on your most important keyword go look at all the titles that already exist and look at their keywords in the title the keywords that show up the most

frequently in all titles are really important so say like the first yeah pull all this titles aside go through and pull out the keywords and if you see that keywords showing up frequently multiple times the more frequency the more important it is to the algorithm because you just looking with the algorithm via to you right so the algorithm considers you could see the algorithm considers that keyword

important or when you show up so

frequently right so go look at that next you can go to a good keyword tool any kind of you know merchant words or any of your tools it’s okay I don’t think you want to use an outside – love the pool you know Amazon data for any Amazon keyword tool for sure Amazon and you’ll go there and then you’re gonna want it you’re gonna want to take the keywords and have the highest search volume that’s your next kind of criteria so you’ve got the ones that show up in the titles now go look at the ones that have high search volume because that’s going to give you scale if you’re trying to go keyword to screen you’re gonna pay for it

you know you don’t want to buy it on these little keywords I mean you want to buy it on keywords they’re gonna

actually impact your bottom line so pick someone’s in the middle not the big crazy broad ones but ones that are kind of moderate get those and then your third you know you you know your third thing with keywords is you really just have to go in after you get the volume and then you get you the ones in the title the thing is you really got to look at relevance right and relevance is not a generic term most people use relevance kind of in generic it

relevance is like what is relevant to your product right so like you have a product your product is red your product is soft your product is waterproof your product and these are all modifiers these are like the keywords people use to make shopping decisions like their preference keywords like I want a red one I want a cotton one I want a soft one I want to you know what I mean these are you know what the words would be like right so those are keywords that are only relevant to your product and those are actually your best keywords so most people are looking at like the general market keywords when it’s like no start on the stuff that really describes your differentiation or your uniqueness and then you can win and then when you win on those then you don’t get that 90% a cost you get like the 30% a cost and you have a little padding in your pile and then you can kind of start branching out into the steps or a broader yeah and one thing I want to mention on that is you know if you’re doing looking on all the top 10 titles and you pull these keywords and you see that like blue is a keyword yes blue isn’t relevant to your specific product and you put it in your campaign and people come to your product and it’s so bad so bad it’s really bad for you it’s totally useless to you which is why when you get a big list of keywords you need to filter those keywords yourself you know what I mean that’s what it was you know we were talking about earlier human you know and I mean that feeling I wouldn’t have a job if anything could be done with artificial intelligence I would be out of work 15 years ago I mean let’s get real why do people hire me right it’s like if this could be done by a keyword tool for $25 a month you would certainly not pay my fees I’m telling you that right now

so at the end of the day so you need to be instinctive with your products and you need to filter those keywords because you’re right not only think about this though not only will those blue keyword searches not by if they do buy because people are not coherent sometimes in the shop and an ad to their cart you’ll get a nasty review oh yeah that happens you know what I mean if you put a keyword in your title or in your ad campaigns and then your product doesn’t deliver on that keyword it’s really you’re playing with fire so the story is you really do the research yourself you do absolutely because they can’t be they can’t and they don’t know your product they don’t know your market like you had an idea why your product goes to the market it went to you know your customer you know your market you know your product you want to leverage that you know so you can get your angle just like your angles in your product you want your angle and your ad campaign yes a little bit of magic there yes actually most of my campaigns I can also help with that like so another big tip on that is you know you have several campaigns that you’re laying out and and your category keywords should really convert it about like you know thirty five to forty five percent a cost yeah I used to say below 45 if there’s a keyword ‘driving like hundreds of orders a day which I have a lot of those sometimes I’ll let it go up into the 65 range but it’s got to be delivering hundreds of orders if it’s only like 20 orders I would never pay it 45 percent is about the cat for like a normal keyword with normal sales okay

it depends on the product so if you have a product and with like with a parent with a lot of child a since right okay okay it’s a different kind of different campaigns okay so if you have a big a good parent Asian and all these child modifiers we’re gonna have different attributes do even if it’s as simple as color or size and you’re gonna set up separate campaigns for all of those each child isn’t and then some I know you’re like that’s so much work if I don’t do this then I say okay so don’t go after every single modifier you know you do in the end but in the beginning go into your business reports this is it go to your business reports download your business report and sort your sales highest to lowest over 90 days then over a year and look at what color variations sell best and build those three into their own campaigns yeah and then if that works successfully then you can go and take the next three

and then the next three right that way you’re not like building campaigns for like a hundred dollars you know Damien like I had her noise and sales this modifier but your big three you should with that question have a separate campaign on all modifiers interesting yeah now what are your thoughts on short tail keywords versus long tail keyword oh my gosh ad we talked about that today so um I’m not especially interested in the beginning on short or long so short tail keywords are great when you’re really seasoned and your campaigns are rocking and rolling so for me okay so for me likey so the long hands such it’s a kind of a long explanation okay so I like to start in the mid tail which is the keywords you just have modifiers so say we were going back to towels as an example I would want to start on white towels pink towels blue towels long before I start on bath towels I know I could win on these colors by matching up the coloration to the color keywords I know that I could in that’s everything so when you build out your campaigns you want to be you know if you’re

advertising your color in that modifier you want to mask out the color and you don’t think necessarily do much the size there and now unless size is the key buyer trigger but mostly color is a bigger trip in size so you know if it’s kind of complicated if I’m doing that and I’ll kind of you know go in and I’ll separate those modifiers and I’m just a geek and nice to I don’t think I can explain I’ll try it do them if I can so it’s so short telling me is a secondary strategy and then do you ever run your search term report

yeah and you do all the stuff yeah I do my gosh no yes no no no no might be too technical because then you run a search term report and your longtail keywords you should get from the search term report okay they should have by the chef sales history so you wouldn’t go for a short term but you would go for medium in the beginning and then the long term yes I would I would after I have sales data so I run my reports from my

campaign so I start out with this good you know kind of mid tail which is like modified keywords and then from there I run my reports and then I pull those down and then if there’s long tail variations in my search term report I add those in that’s how I pull long tail I don’t pull the long tail of the test from a keyword tool I definitely like to mine mine the long tail off of my other keywords in my campaign

well one thing I do for my youtube videos is before I even decide on the title or decide on like the keywords cuz they give you some space for keywords yeah I go in an incognito window and I search yes keyword and then I see all the long tail winds up Auto populate and then I use all those are super good super good that guy’s house that’s super ya to do the I oh yeah so you can you can do like the way that the results will auto-populate and show you this trends super smart super awesome

and then but even with advertising is even more dreamy because you get to see your own auto population because you go into the report and you have your keywords on one side you have your search terms on the other so you get to see how people search for the product right you get to see the actually you see those auto keywords you know the more populated keywords you get to see those and those are what you put into your account so they’re really exciting those keywords because you have sales data on them so I know you work with really high IQ yeah I just go league is my strategy you know it’s not you know people don’t really need me in the early phase like I’m always telling them now like I so many people I though you don’t need me you need to go jumping on it you do some research you can do some tasks you gotta make some small bets we got to make something moves there’s so much for you to do here and your campaigns to learn about your product in your sales and ads before you ever need to bring me in when I’m coming in it’s got to be a hard problem you know so what takes a seller to go from third ranking to number one what is their see that’s not you know I don’t think no you can’t there’s no night I don’t measure like my organic rank by position always some keywords you could but I’m always really looking at it more from from just the overall sales velocity so what I did tend to compare is I have three metrics so I’m looking at what my I’m looking at my spend you know like what I’m spending in advertising then I’m looking at what I’m selling in advertising and then I’m looking at what I’m selling in the business report so I compared those metrics I never looked I never calculate ad spend against ad sales I’m always calculating ad spend against total sales and that’s kind of the metric I look for leverage in

if my total sales are increasing and if they’re not I haven’t figured it out yet even me so that’s why say 90 days I work on an account for 90 days sometimes before I crack the code figuring out how am I gonna get velocity with this and if I go to the business center and there’s not growth like day over day year over year like 50% growth double growth if I don’t see those numbers and I haven’t figured it out yet yeah so make sure you look at those just day-to-day total sales yeah so one piece of advice for our new sellers here what’s one thing that you tell them to avoid at all cost like where you’ve seen these lilies a lot of money or the void mistakes like just don’t do this type of thing yeah yeah I think that’s a good question so what would I really avoid well I would avoid and just putting too many keywords that you have no data on I would avoid putting too many keywords into your campaigns that you just don’t have just yeah just stuffing them in there because they came off of a keyword tool I think you need to filter those and read those I need to put the qualifiers down that gives us a frequency keyword as it’s showing up a lot is their search volume on this team because if you’re gonna fight to win that keyword and get the history on it should be a good keyword yeah that would be my biggest thing I see people make a mistake within what you said just just kind of in you know like that linear you kept saying you know thinking of their campaign is a line and when they don’t see results really quickly cutting it instead of thinking of it as a circle it’s a feedback loop and giving it some time sustainably to grow and kind of wow them super good I’ll be linking all your stuff down below thank you and just the urban tiger Kong you always that’s how I always am and your agency is Wild West media yes I wish we have links for that down below again thank you so much so much fun it’s great thank you hey guys I hope you liked this video if you did don’t forget to subscribe and hit the bell symbol so you get notified whenever I’ve got a new video I highly recommend that you click the link in the

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