Pay Per Click on Amazon is one of the most difficult and time consuming things that run behind a successful Amazon sales business. And you can’t do without it, it’s what makes your private label products pop up on the first page of Amazon before you’re able to get there through pure organic sales and recommendations. But how can you learn it and invest the time you need to in order to make it work without breaking the bank. On this episode, Scott Voelker and his guest, Ty Rooney, are talking about ways to amp up PPC campaigns on Amazon.
Starting your Pay per click campaigns the smart way.
There’s no reason the average person can’t manage their own PPC campaigns wisely. But you’ve got to get started in a smart way if you’re going to receive the benefits your products need. How do you start smart? The first thing is to set up an “auto” campaign and a few manual campaigns, then let it run for a while. Most people start tweaking things too early, before they get enough data to make some wise decisions. So be sure you don’t jump into the changes too soon. Hear how Scott Voelker and Ty Rooney think about PPC and what’s working for them.
What are you looking for in your PPC data?
When you open the Amazon PPC dashboard after a week of letting it run on an auto campaign and a couple of manual campaigns, you’re going to see a lot of numbers there. How do you know what to look for, and how do you know what those numbers mean? First, you’re going to start at the top and look at every single keyword. Your goal is to find the keywords that are getting the actual traffic to your product. Those keywords (and possible variations of them) will be the ones you’ll want to focus on as you adjust things. It’s way too complicated to explain here, so make sure you listen!
The new “Bid Plus” feature in Amazon PPC is here!
It was only a few months ago that Amazon provided some new features to the PPC dashboard that have made it a much more usable and powerful tool to drive traffic to your products. But now they’ve added another feature, called “Bid Plus.” What is it? We’re not exactly clear on that yet, but the first looks into it are promising. You can hear what Scott Voelker and Ty Rooney think about the feature and the other adjustments that Amazon is making to their platform all the time, on this episode.
You can be part of a special “beta program” that Ty Rooney has created to manage your PPC campaigns for you!
It’s official. Ty and Scott have been working together to figure out a way to handle the intricacies and headaches of Amazon Pay Per Click for clients. It’s a great idea and they are hoping it will be a great service as well. Ty’s announcing it on this episode and giving you the opportunity to be a part of the beta launch group. Find out all the details on this episode of the Amazing Seller.
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:04] Scott’s introduction to the podcast!
- [1:12] How you can get the transcripts from every episode.
- [2:11] How Ty Rooney got started selling items online and what his business does now.
- [6:20] How this episode came about: the backstory.
- [7:17] The service Ty and Scott came up with to help folks with PPC.
- [11:50] Why one bad review can hurt you.
- [15:39] The importance of keeping on top of your PPC campaigns.
- [17:08] What you can do to handle your PPC campaigns better.
- [18:50] Step one: Create an auto campaign & 2 to 3 manual campaigns.
- [21:40] Step two: Set your goals.
- [24:10] Step three: Wait a week before you touch anything.
- [25:01] Step four: Look at your results to determine which keywords are working best.
- [28:45] When is it time to pause a PPC campaign?
- [30:00] How PPC gives you real data on your actual sales and how you can use it.
- [33:10] Step five: Keep digging in to refine your campaigns.
- [40:00] The new “Bid Plus” feature on Amazon PPC.
- [42:00] What Ty has created as a “done for you” service to manage your PPC.
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TRANSCRIPT TAS 164
TAS 164 : How To Improve Your PPC Campaigns To Perform Better (my new secret weapon)
[00:00:02] SV: Hey, hey, what’s up everyone. Welcome back to another episode of the Amazing Seller Podcast, this is episode number 164 and I am totally pumped today. I’ll be talking about how to create and improve your pay-per-click campaigns to perform better and…
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…I’m going to be revealing my new secret weapon. That’s right. I have a special guest that I’m inviting back on the show, actually the third time. He’s a three-peat guest, and his name is Ty Roney, and that’s two different words by the way. Some people call him Tyroney.
It’s Ty, T-Y Roney. He’s a great guy, a personal friend of mine now, through the podcast that is. I had him on episode 33 and on 111 and we talked about his business and how he built it from scratch and then also about the agency that he has built as well and also about how you can buy and sell these Amazon businesses. Today, he’s going to be talking about Amazon pay-per-click. He has, right now an agency, like I said, that actually does that as part of their management but he has a lot of know-how on this topic and I’ve got something really special that I want to announce as well.
I also wanted to remind you that now we have transcripts that are available for all episodes. If you want to download this transcript of everything that we cover, head over to theamazingseller.com/164. The other thing that I am going to have there is a little cheat sheet from today on what we talk about, because we talk about pay-per-click strategies and how you can break these down and implement these in your own business. You’ll probably want to download that as well, that’s episode again, 164. All the shown notes will be there, the transcripts and this little cheat sheet. All right.
The episode is theamazingseller.com/164. All right. I’m going to stop talking here so we can dive right into this content because, we get into it, we go back and forth, with a lot of different things around this topic, which is a really hot topic but we also get into actionable things that you can do in your business. With that all being said, let’s all go ahead and dig into a little Amazon pay-per-click. What do you say? Let’s do it
[00:02:14] SV: Hi Ty what is up, thank you so much for hanging out and again, this is another … Let’s see here. You’ve been on … This is your third time being on the TAS podcast. What’s up man?
[00:02:26] TR: Yeah, all my dreams are coming true. I love being on here with you dude. This is super fun. Thanks for having me.
[00:02:31] SV: Yeah. Episode 33, episode 111 and now you are on this episode, I told you that before we got on here and I already forgot it, 163 I believe, is that what I told you, 163? No, it’s not. It’s actually 164. I can’t even remember what episode from. Today is 164. I wanted to welcome you back on. We have something different to talk about. I love talking to you because … For those of you that don’t, Ty has been building his own businesses over the years, wholesale and now private labeling and has also created an agency that helps Amazon businesses get started. A lot of them are brick and mortar though, I mean they start like in the brick and mortar and they aren’t online yet, you’re bringing them on. I know now it’s getting a little bit more mainstream but isn’t that kind of how you started with that service business?
[00:03:26] TR: Yeah, actually we ended up when the service business dealing directly with brands. These are manufacturers of their own product, they’re guys that are just trying to … They are traditionally being getting into brick and mortar stores. Some of them even into the kind of the mass retail or they have their own website but they just had no clue about Amazon. We help them get all their stuff launched there and open up an entirely new sales channel for them.
[00:03:52] SV: Yea. It’s awesome and what I love about me being able to talk to you about this stuff is because you kind of see a lot of different markets which makes it really fun, not that you’re like disclosing anything but you kind of get to see the different markets and how they react and all that of stuff and just seeing like how other people are running their businesses and stuff. Today, we’re going to be talking all about pay-per-click, about Amazon pay-per-click.
I want to let people in on a little bit of the story behind this and how this happened. You and I have been talking since we’ve met, back on episode 33 and we’ve become friends now and we’ve talked off-air quite a bit. We’ve actually, on episode 111, we talked all about jungle flippers and that was an idea that you came to me with about buying and selling Amazon businesses, which is now starting to actually happen. May be give people just a little bit of a quick heads up on that real quick before we dive into this Amazon pay-per-click thing.
[00:04:50] TR: Sure, yeah, Thank you all for your patience, I knew they signed up for the newsletter. We had a lot of interest, a lot of interesting things happened and we ended up teaming up with another broker just to help us manage transactions and really be able to utilize two big buyer-lists so that you can get more exposure if you’re selling your business. Now we have two businesses that are posted live and if you have any more questions on that you can just shoot me an email at email@example.com or we can just get signed up for our newsletter even better on jungleflippers.com but it’s going great.
There’s investor groups, there’s a VC group sort of approached me that are interested in buying Amazon businesses and we’ve had dozen of potential sellers fill out the submission form and we helped a lot of them get ready and then for some people said, “You know what, I think you want to get some more attraction and get some more profitability under your belt.” But yes, it has been really great, really fun to talk to a lot of people, and there’s a lot of interest.
[00:05:51] SV: Yeah, it’s really good, I’ve had a lot of people ask me about it as well, that’s why I’m really excited to be a part of this as well and kind of seeing it, where it started and where it’s going. It’s fun and it’s something that I may even be considering in the future as far as selling or even buying. It’s really, really cool but that’s not what we’re talking about today. Today, I’m going to tell you that little story that I said I was just going to tell you, that I kind of went off a little bit of tangent there, which I always do. But I wanted to tell you guys that, Ty and I were talking and I’m like, “You know what, it’s a big struggle for people as Amazon pay-per-click.”
It’s not just struggle for other people, It’s also struggle for me as far as management goes. I know how to do it, I know what I want to happen but I almost need to hire a VA to go in there once you start building out more than just two or three campaigns because you need to start baby-sitting this campaigns in a sense. You need to start trimming the fat if you will on these campaigns so they can perform better. You can spend a lot of time on this, I mean Ty you know, when you’re in doing this stuff, even in this business in the beginning, you’re finding a product you’re launching, you’re doing all that stuff but then once you get it up and running, it’s really about promoting that product and really using pay-per-click and that can take a lot of the time.
With that being said, I said to Ty ago, “Your agency, already runs pay-per-click for these other businesses? Why can’t we create some type of service for people that want it like myself,” which I already raised my hand am I like, “I’m your first customer.” “How could we make this happen?” That’s just what we’ve done here and it’s been over almost eight weeks now I think Ty since we’ve been running my campaigns. Right?
[00:07:29] TR: Yeah
[00:07:29] SV: Yeah. So maybe you can speak a little bit to that and then we are going to give people some tips and tricks as far as what they can do and kind of like what you’re doing to really get this campaigns to perform but then also to keep expanding on these, on a regular basis. Maybe just talk about the different elements to it that go into all of this but then we can break it down for them.
[00:07:55] TR: Yeah, absolutely. Well, I’ll give just a brief recap of our work with you. It’s been really fun. Scott, obviously none of you know but Scott had tons of campaigns and he’d been doing all sorts of stuff and been doing well. What was interesting is Scott came to me and said, “I’m too busy, I’ve got so much stuff going on. I want to make sure I’ve got a really good eye on the pay-per-click.” What we did is we just discussed what his goals were, what he wanted to achieve with the pay-per-click and basically wanted just to kind of dive deeper and get in on more of a granular level.
Getting started, we did a few things. Scott originally had kind of set … You’d kind of set just an overall budget for all of your campaigns. The first thing I did, I said, “Well, okay. Let me turn off this …” I’ll figure out what it’s called, just like an override feature where you’re like, “Look between all my campaigns that I want to spend more than a hundred bucks a day or so.”
[00:09:03] SV: Yeah. I think that’s exactly what I had it set to. I think I had set for like a hundred bucks a day and that was for my entire account. I always tell people in the beginning too. If you guys are brand new listen to that. In the beginning it’s smart to do that because that way, you can’t ever spend more than that. It also does limit how much certain campaigns, like if one campaign runs out then it kind of closes all the other ones down because you’ve already exceeded your budget. But in your case, you wanted that room to keep expanding because I did have a lot of different campaigns running. I think I had over 25 or 30 campaigns running, which to some people that’s not even a lot. I know of some people right now that have even more than that but that’s what I had and they were all over the place.
[00:09:43] TR: Yeah. What we did is we said, “Okay, well let’s turn off that override feature and look at each campaign on an individual level and manage the budget there. That way we could increase the budgets for campaigns that had more room to grow and then decrease the budget or just leave the budget the same and a lot of the other campaigns. Our whole goal was to kind of lower your A cost and decrease your spend if we could and increase your sales. Really the overall goal was to keep driving sales.
You launched a new product as well that we started running some new campaigns for and so over the course of like four weeks we saw … It was really cool. The first week or two Scott had to email me a couple of times and said, “Hey, I noticed that we’re spending a lot of money here.” That happens when you’re starting off. I just said, “Yeah, give me a couple of weeks I’ll look at some more data.”
Then lo and behold, into weeks three through, I’d say three through six, we saw some really great movement whereby the end of week six we had not only spent … We’d spent less, overall like less money but made more on sales so I started driving down your A cost percentage while maintaining your sales. Then an interesting thing was, and this is a testament to how important it is to always kind of manage the account. Just, what was it, a week or two ago Scott where all of a sudden some things happened to your listing or a bad reviewer and the holiday season’s over and the new year stuff’s over and the A cost all of a sudden just shot up and that I think was a lot of seasonality and just random things happening.
Then we had to take a look and say. “Okay, now what’s happening now, we need to adjust some things” because we had all the bits set and we’re just slightly tweaking things but then just because of seasonality and because of people leaving bad reviews or whatever that … I think that was a hijacker even, somebody who knows…
[00:11:56] SV: Yeah, I want to jump in there real quick because it bad reviewers, it was one bad review and one bad review was put in by a competitor and then that competitor had other people vote that review up. Because of that my sales plummeted so anyone that says one bad review can’t hurt you, it can if it’s voted up to the top and the very first thing that you see there is that.
I want to share another little story, just happened this morning. Ty I know this is a little off topic but I think it’s worth talking about. I haven’t even told you about this but my wife was looking at a supplement that she takes, it’s an organic type … Just a daily type of supplement. She was looking at it and she was getting ready to reorder and then she’s seen that it had … She was scrolling down, she’s seen the very first review, I think it was like a three or four star review so it wasn’t a really bad, bad review but what it said was, “I really like this product but the one thing that my doctor said that it should have that it didn’t is this and this other product I found has it.” They put a link, a hard link into that other product which was theirs by the way and it had over 800 votes up, 800 votes up.
My wife was telling me about this and I go, “Wait a minute here, you don’t even realize this but that’s a hijacker that’s going in there that’s hijacking the review not just the listing and what they’re doing is now they’re getting…” This particular supplement had like 3,000 reviews on it so they knew … I think it was selling in health and personal care or something. I think it was selling like, BSR was like 50 so it’s cranking. They piggybacked on that traffic and the very first review you’re going to see is theirs because they had that review written in a way that would have a link driving people to their page and then they voted the thing up by another underground type black hat group because those are out there.
That’s another reason why I don’t like supplements. Number two, but it also showed me that even on one of my own listings it kind of happened on a lower volume. It wasn’t hard for me to get up votes on my other ones because naturally they were going to go up and they only up voted it for like four or five on that one review but that was enough to bring it up until I had other reviews come in that were voted up on top of that. That’s just kind of go to that point so we were cruising right along, right Ty?
Sales were going good on that first product. I was on that new product, I think we were doing like 30, 40 a day and then all of a sudden we went down to like 10 a day. I get it, again, some people are like, “Well, 10 a day, that’s good.” Yeah, but I had to even lower my price to get it there and I wanted to get the sales volume and I couldn’t understand why until I seen that and I’m9 like, “That has to be it.”
But anyway that also affects the pay-per-click because you drive people to that listing, that’s one thing, but then not getting them to convert to a sale because they see that bad review then they jump off, now that hurts you as well.
[00:14:47] TR: Yeah, absolutely. We had to just take a look and shrink things back a little bit for this last week just to say, “Okay, let’s not let the budget max out and your A cost shoot way up because of this little thing.” There’s just a lot of, and especially like so, I sell on the toy and games category and so for Christmas you really drive up your bids and your budgets and it’s a great time to take advantage of pay-per-click because there’s just so much volume, there’s so much traffic.
But then come January it’s a lot harder to sell that toy again just because Christmas season is done. The parents just bought the kids a toy and they’re having a hard time. January is not the best month. Right. You want to make sure that you’re updating and tweaking those campaigns accordingly otherwise you’ll end up noticing that, wow, whereas my A cost percentage may have been 15% or 20% earlier, now all of a sudden it’s up to 60 because I wasn’t paying attention. It’s a good thing to always just keep an eye on it.
[00:15:53] SV: Yeah, absolutely. I remember the conversation that you and I had when we were thinking about this because I’m like, well, you’ve got this organization or this agency that already has team members in place that you’ve already trained to do certain aspects of the business, whether it’s images, whether it’s listing optimization, whether it’s creating the seller’s account, whatever, but you’ve got all this things in place and I’m like, “You know, if we can do this to where someone could just go in and have you run the Amazon pay-per-click or even just get it started and get it running and then they can take it over, that’s a huge thing that I think it’s missing”. Again, I wanted this created for myself before I would even think about letting anyone else say, “Hey, go contact Ty.”
But again, this is a service type thing here so it does take time and there’s only so many people that you’re going to be able to do which will tell people about in a little while. Just to let people know like, I seen that I wanted this so I went ahead and had Ty work with me through this and we worked together. That’s where you said, Ty, you were like, “Do you really think that there’s a need for this?” and I said, “Absolutely.” When I started telling people a little bit behind the scenes they were all like, that’s a 100% something that people needed and that I would raise my hand for.
I want to really right now break down what it is that you would be doing or someone could be doing on a regular basis to set up their campaigns, their first initial campaigns, how many of them do you think that they should set up? Then from there moving forward, what are they going to do week by week for the first three or four weeks to get up to that point? Let’s break that down because that’s what I had you do too, I had you kick take over my account in a sense and my Amazon pay-per-click but then I also said I want you to create new campaigns that are fresh to you and I want you to mess around with those as if they were brand new, as they were and let’s see what you can do. Kind of like prove yourself to me Ty, right? Prove to me that you can do this. If you can do this then I’m behind you, if you can’t I’m not going to even mention it. That’s how it went.
[00:17:58] TR: Yeah, I passed the test, I know.
[00:17:59] SV: You did, you passed the test. I was very … In the beginning though, I got to be honest, anyone listening, it was going the other way a little bit because we were spending more and making less because we were starting to open up the traffic gates, if you will. Then from there we needed to then really start to trim back on the keywords that were getting clicks but might not be getting sales. That’s really where that management comes in which I know how to do it but it just takes time.
Let’s just break that stuff down for the listeners and let’s kind of break down like … The first step, like right now, you’re going to start a brand new strategy in pay-per-click, what are you going to do? I got a brand new product and I want to go ahead and … Let’s talk to the person who already has a product after but let’s talk about someone who has a brand new product just starting today and they’re getting ready to turn on pay-per-click. What’s the first thing that we need to do?
[00:18:50] TR: Yeah. Step one, just create an auto campaign and that’s that. Create that auto campaign because … Look, I may as well let Amazon do it’s thing and start to figure out what it can for you and then we create, anywhere from two to three, maybe four manual campaigns. It really kind of depends on how aggressive you want to be. In the beginning, that first step it’s all about … The way that I approached the pay-per-click strategy is it’s a giant funnel and we find as many keywords as can right there in the beginning.
We set up as many campaigns as we can find keywords for initially that seem relevant, obviously you want it to be pertinent. We have several different pieces of software that we use, merchant words, we’ll do the Google keyword planner, Azon Keyword Generator, MZ Shark. We use a bunch of different pieces of software so that we can get a feel and just download as many lists for keywords as we can and making sure that they’re relevant. Right.
I’d say step one is obviously create that auto campaign and figure out what are your most important base keywords. Like what’s the most … Those things that you … The main different seed keywords that you think should be inputted into the software, because it’s only as good as what you put into it. One example is like, let’s say that you had a supplement that you’re doing even though …
But it’s like, some supplements, there’s some that are like maybe one is like a hydration product. Like it’s there to help keep you hydrated. You might put hydrate in as one of your seed keywords but you also ought to think about, “What are people searching for?” A lot of people that are searching for wanting to stay hydrated or something, they are looking for like electrolytes or maybe there’re some minerals in there. You want to make sure that you say, “Okay, maybe I put the word hydration supplement in here or maybe I put in the word electrolytes as well into these pieces of software and then see what it spits out.”
Really I don’t spend a ton of time worrying about all the different keywords that pop out initially because the beautiful thing about pay-per-click is Amazon tells you what’s going … The customers will tell you what’s relevant.
That’s step one, in a nutshell is create that auto campaign and create … We typically create about three manual campaigns based off of as many keywords as we’re able to pull from all the different pieces of software that we’re using. So once you have all those initial campaigns and keywords in there, you really do need to set your goals. Like what is it that you want to achieve with your pay-per-click? Making sure that you have a budget that makes sense to you, initial bids where you’re comfortable. I know Scott likes to be more aggressive, he’ll say, “Yeah, I’ll start off with 50 cents or a buck a click,” and other people might say, “Well, I just want to start off at 20 cents a click and see what happens.”
The nice thing about going with Scott’s strategy is that you’ll get a lot more data a lot quicker, in the beginning if you say, “Yeah, I’ll spend a dollar for a click, I’m willing to spend up to that”. But the tricky part is then you’re going to spend a lot in the beginning. It’s a kind of a trade out here but really you want to establish what your goals are. For us, with a lot of our clients, we generally try and say, look, if they don’t have a preference we’ll say, “Great. We’re going to make sure that over time your pay-per-click is going to break even or make you money.” That’s where we’ve set our threshold.
Some people are saying, “Great, I’m okay losing some money because I want to be aggressive.” We have some clients that say, “Look, I want my A cost to be below 20%,” or 15% or 10% and so we can make that work if we’re a lot of people, depending on your category but at the same time you really limit your sales by only bidding super low. So establishing … I guess that’s within that step one but establish with your goals.
[00:23:15] SV: Yeah, and I think that’s important to establish that goal but, again, and then you and I have both talked off air about this but, some of your clients aren’t really even familiar with how the whole Amazon platform works. Right. Like how you can rank better for the keywords when you generate more sales through that keyword so it makes sense to even make less money or even break even so you can rank organically. It’s like you said, sometimes it’s hard to explain that to some green sellers out there, people that are less experienced and not understand how the platform works. With people that do know like a lot of our listeners here, understand it and that actually gives you a little bit more room to play, correct?
[00:24:01] TR: Exactly, and that you know it’s an education, we’re trying to teach people, “This is what I would do,” but at the end of the day it’s up to the client, whatever they want, we’ll try and meet their needs. It’s so much better. I like that approach, be willing. After establishing your goals the next step is to wait four days at least and just don’t freak out, don’t touch anything, wait to get some data and also being aware that Amazon is very much behind in the way that they report their data. I even say, you know what, wait a week and wait until you can look at your previous weeks’ pay-per-click before you start doing anything. That gives you … That’s kind of a key thing is to always give yourself enough time to look back and look at the data.
Once you’ve done that, those initial setup phases, you’ve waited a week then it’s time to jump into your campaigns and see what’s happening. The way that I like to view campaigns, I jump in there and I’ll sort it, you can click the top column. Once you’re in a campaign you’re looking at your keywords, you can click the column that says spend, you can click it twice and then it’ll filter it by what you spent the most on and then I also click on, once I’m done looking at that I’ll look at the sales as well and I’ll double click on that one.
First I’ll double click on the spend and then it’ll sort it, it’ll say what I’m spending the most on. That’s good to look at, you can look and see … okay, because that’s where a lot of your data is going to lie, it filters all your data into the top by doing that. You look at it and literally on every single keyword I’m adjusting the bid to try and meet my goals and really that’s the process ongoing.
[00:26:03] SV: Don’t you find too, I mean, I was, again, I… I still go in there and play around, even though you’re managing it now I still go in there and I look around and I see how things are going and I look at my A cost and all that stuff but I do try not to touch too much because I don’t want to interfere, in a sense. But at that stage when you’re looking at the data, you’ll probably find if you put in even 500 keywords, you might only find out of that whole campaign that there are really only four or five that are even doing anything, correct?
[00:26:33] TR: Absolutely, yep. Don’t freak out, even if you have a thousand keywords it’s like, usually the only ones that are relevant are on that first page that you can view, maybe 20 or 30, and that’s okay, who cares? That’s what you’re doing, you’re mining, you’re trying to mine out the right data and the right keywords. Looking at those and then going in on a kind of keyword by keyword basis and seeing what’s happening with your sales overall.
Initially, I really would only make a few big adjustments because even a week isn’t a ton of data and really when you look at it … Once you’ve been doing it for a while you want to look at your last month’s data and see what happened there because sometimes like maybe certain keywords, they don’t get clicked at time, maybe there’s not a ton of search volume for that keyword but over the course of three weeks maybe you get enough impressions, you get enough clicks that you start to make some sales. In that first week maybe it’s just not enough but you don’t want to just shut something off prematurely because there might be some sales around the corner.
Generally, what I like to look at say is you need to have enough clicks to even make a good enough decision. At a bare minimum, I would say think about what you want your listing to convert at as far as your conversion rate goes. Look, if your listing is generally converting at 10% then you want to make sure that you at least give those keywords 10 clicks, give it 10 clicks, give it a shot. Even 20 because 5% is not a horrible conversion rate, it’s not the best but it’s still … There’s sales there to be had. Initially, you want to make sure looking at … Give it enough clicks before you do any big changes.
Then it’s all about just looking at how much you spend and looking at your bid and increasing or decreasing your bid based on where you want your A cost to be, where you want your percentage of the sale to be. It’s kind of just a long process each time.
[00:28:44] SV: Yeah, it is. I guess the one question that a lot of people ask me is, “When is it time to pause a campaign or pause a keyword or to archive a keyword and stop throwing money at it?” Is there a magic number? Is there just a gut feel? Like, what is a number? What is a good number? Do you have a certain number that you guys go by or is it per client basis? What is that number?
[00:29:08] TR: Yeah. Again, back to your goals. Right. There’s a couple of things you want to look at. One is just the dollar amount that you’d spent. Clicks is one thing but the dollar amount … Maybe you’re just not comfortable, you’re saying, “Well, shoot. I’ve spent $10.” Even though maybe there’s only 10 clicks, I’ve spent $10 because each one was a dollar a click and I haven’t had any sales and my item only costs maybe $15 or just something. If you think about all of your FBA fees and everything, you’re past the point of profitability probably. Right. Also you want to look at just the sheer number of clicks and say, “Well, gosh, I think conversion rates are pretty important to Amazon.”
If they’re not clicking after a certain point, even if that’s not costing a ton of money, if there’s been 40 clicks and no sales that’s pretty bad, like a pretty low conversion rate and it means that if 40 people showed up at your listing based on this ad and they didn’t buy your product it’s probably not the right keyword. It’s not what they’re looking for and Amazon’s probably going to start taking note of that. As far as like an actual number, it’s hard to pin it down but for me I like to say, in the beginning I’ll give something up to 20 clicks or a little bit more. If the terms seems like it’s really relevant, maybe I’ll be a little bit more lenient and say well, I’ll maybe give it 20 to 30 clicks. If you’re looking at it and you’re like, “Okay,” the keyword that’s in there, it seems like mildly relevant or maybe it just doesn’t seem relevant at all when you’re looking at it and you have 20 clicks and there’s no sales then at that point I pause it.
[00:31:10] SV: Yeah and there could be, at that point too, let’s just use garlic press. If we have garlic press and we’re getting clicks from garlic press but you’re not getting the sale we might have a conversion problem now. Now we’ve got either images that are bad, we’ve got reviews that might not be enough or maybe we have a bad review. Then that’s things that could be something that we would need to be alerted of and say, “There’s an issue with your listing because this keyword should be converting because it’s the exact thing or very, very relevant, and it’s not so we have an issue there.” The messaging isn’t right or something, correct?
[00:31:43] TR: Correct and yeah. That’s a huge point to bring up, is that pay-per-click gives you some real data. Perhaps some of the actual real, real data you get from Amazon is this pay-per-click data because you may not … Using Jungle Scout or something you get them, a really close ballpark figure for what sales are like, what the category’s like but pay-per-click man, that’s the real stuff. That’s actual impressions, people are clicking on your listing.
One thing that we have found with some of our clients where they’ve overpriced their item like significantly and the pay-per-click tells you that. Let’s say you’re just selling, like you said, the garlic press and it’s that exact keyword that we’re trying to target. We were actually having a discussion with a client today about this. We’ve got all these keywords that are really exactly what people are looking for, they’re getting lots of clicks and impressions but they’re not converting at all because the item is overpriced, really overpriced. Your pricing can play a huge factor in your pay-per-click.
[00:32:54] SV: Yeah, I know, that’s a huge point. again, and I want to go back to … You kind of know the relevancy but if you’ve got something that’s kind of close but it’s not getting it well then we might need to kill that keyword. That’s like step one, step two, now let’s move in to like step three, to me would be like now we’ve kind of gotten some data, when do we start? Is step three kind of where we would then take some keywords out and start creating some different campaigns from the good keywords or do you just leave them in the same campaign and just keep throwing my money at them or do you go to a phrase match? What comes next?
[00:33:30] TR: Yes. I know a lot of people like to kind of bundle all their really good keywords into one campaign and run that one. We actually just leave them all on the same campaign and make sure that the budget is fine because, again, you’re adjusting your base at a keyword level anyway so it’s up to you on how you want it organized. The next step really is to just keep digging in. We talked about pausing keywords but one thing that you can do … Let’s say you think, I want to give this keyword a shot, it seems like it should be converting and maybe I’ll make some adjustments to the listing.
You can just start decreasing that bid and we’ve seen success with that where maybe we just decrease the bid a little bit and it’s getting more clicks but then you do get some sales in the long run and you’re making some money. You don’t necessarily have to just immediately kill a keyword but you could decrease a bid down to where you’re saying, “I won’t be super competitive on this one but if I get a few click and sales off of it that’s great, maybe in the long run.” Step three, after all that … We’ve been doing less here, we’ve been doing this for a little while, you can start to move those very specific keywords into the phrase match or into the exact match because those ones …
If you think that’s exactly what people are looking for, that’s a really huge part to try and say, “Okay. I’m going to set this one aside and really push on the pay-per-click and on the bids,” or “Maybe I’ll increase my bid because I know this exact keyword if I move it to an exact match search term then that one converts really well.” You could even set your own campaign up that way to focus on it.
[00:35:22] SV: Okay. Now are you taking that keyword and pausing it and then pulling it out and bringing it into another campaign or you’re doing like a negative keyword in? How are you doing that?
[00:35:33] TR: The interesting thing is I do like the idea of still having a broad one because, as we talked … I think you had a good discussion, I think it was with Chris Shaffer maybe. By just talking about that broad match because the broad match, maybe it comes up with some other stuff, right. It’s something that … Maybe you don’t exactly know. I don’t like to necessarily pause the broad one but then I’ll experiment with just trying the exact in another campaign and then see what happens there. You know what, it’s interesting, sometimes looking at it the A cost has been better, sometimes it’s been maybe not exactly quite as good as the broad match was for some reason.
That’s the beauty about pay-per-click. I don’t pretend like there’s an exact thing all the time, an exact science, all we do is we keep looking at the data and we keep testing and I guess that’s like step forever.
[00:36:33] SV: Well, you know what though, I love it because this can become very, very complicated. It can become very, very complicated especially people that love spreadsheets can get really deep into this stuff. That’s just not my forte, I don’t like that. I like spreadsheets but I like them just simple. But I like it that it’s a very, very step by step approach and it’s very easy to monitor and to keep your eye on. As you grow your campaigns then it can become more … Even if you’re on a simple level can then still become overwhelming to some. I do believe that it can be outsourced and it’s not something you have to do on a regular basis, you could be working on finding other products if that’s what you love doing, which I do. I love to find that next thing that I can add to the product line and not necessarily this.
I do love pay-per-click because I love the power of it. I do love looking at the numbers, looking at the data of what people are actually searching for and I love to see that stuff. But I love it that it’s broken down in really… There’s just three phases in a sense and it’s really like discovery and then it’s like from there you’re like tweaking and trimming and then from there you’re just then even further in, like you said, phase three is more of then more refining and then even bringing keywords out of a certain campaign and bringing them into more of a specific phrase match or exact match.
I love that because it’s simple and it’s easy to follow and you can get really, really good results with that. Now, with that being said, let me go back to phase one real quick because we talked about the auto campaign. You look at the auto campaign and you’re really setting that thing up to get a discovery of the market and what people are searching for because you’re pulling that report. Are you doing anything after that week or two or three to pull out the data from the auto and then bringing that into another campaign or are you just keeping that auto campaign running on auto?
[00:38:40] TR: I like to look at what that data is and then more often than not you can look at some of your other campaigns and say, “I know what I have. I do have some of those keywords in my manuals but I will pull some of those out.” I like to keep the auto one running because you never know, maybe Amazon’s … It’s an auto campaign, maybe there could be things going on there that their little black boxes aren’t telling us but I always tend to keep the auto campaign running as long as they’re making sense and profitable. If they’re not… If your auto campaign gets out of control, then I just say, “Okay. I like downloading that search term report anyway, we’ll look at that data in the beginning.” Then you can say, “Let’s just splice out and make sure I’ve got these other three keywords, I’ll throw it into my manual and then shut up my auto campaign.” But I just like to keep that auto campaign running as long as it’s at an A cost of 40% or less or something, right?
Just because you never know if Amazon’s doing some more stuff there and so I just like to keep it going. It’s so interesting because the whole pay-per-click platform … We talked about exact match and phrase match briefly, that didn’t exist, when did that come out, that was like a few months ago.
[00:39:58] SV: Just a few months ago.
[00:39:59] TR: Then they just came out with another thing called like BidPlus that you can turn on.
[00:40:04] SV: Yeah, I’ve seen that.
[00:40:04] TR: We’re starting to test that out and who know, it just seems really interesting just to see if that does anything or if that makes an impact. I think that their pay-per-click platform it still has a lot of … There’re a lot of things that will change in the next few months or a year. I think we’re going to see some new things coming out. It’s just going to get … There’s going to be more tools available but it also does add a little bit of complexity to it. At its core, it really is just taking the time to look into each one of your campaigns, look into each one of the keywords that you have and the ones that are doing well, I keep increasing those bids and push that traffic and the ones that aren’t doing well, I start decreasing bids or pausing, just pausing and killing it right then.
The long term effects of pay-per-click, like you say, I think pay-per-clicks is quite possibly the best long term way that you can stay relevant and be really productive and increase your sales on Amazon. It’s through pay-per-click. It’s the one thing that you know that Amazon likes so it’s not going to go away and it’s something that is not only does it drive direct sales but it also helps you to rank. Right?
[00:41:27] SV: Yeah. It’s the keyword. Right. You’re getting sales from the keywords so that’s going to help you rank. Okay. Let’s just recap real quick here. We’re going to have three phases, is what we’re going to call these. Three phases is really the discovery phase and that’s setting up those three of four campaigns. One starting with an auto campaign and then from there setting up some manual campaigns. You can even do a suggested keyword campaign as part of that discovery. I’ve talked about this in past episodes, I did one way back which was theamazingseller.com/ppc and I’ll leave all of these different links to these other shows, I had Chris Shaffer on, I believe that was 119.
We’ve had some discussions on this but I wanted to really have you on to be able to break it down on what you’re doing for your own clients and then now what you’ve done for me. You and I have talked back and forth as far as like what we could possibly offer other people with the services that you already have in place and the team that you already have in place. Let’s tell people a little bit about your service here that is going to be for very limited amount of people. I think right now you said we’re going to do like a little beta group of what, 20 people?
[00:42:42] TR: 20, yeah, that’s what we’re going to try and start off with so that we can make sure we’re handling it all.
[00:42:47] SV: Yeah, because it’s a service and you’re going to have people on your team that are managing these different campaigns. If anyone is interested in checking out this service that Ty and I have put together. I say that I have put it together with him while I was like part of thinking about what we could do to help my business and his business and kind of automate that process in a sense to where we can help other people doing it rather than just hiring a VA to do it. Then from there coming together, testing it out on mine and then before I thought it was something that we could do and make sure that he could come back with the reporting and stuff, I mean you have these beautiful reports that I get emailed once a week to tell me what it last week, what it is this week and kind of like it gives me a really good bird’s eye view of what’s happening on a week to week basis which is really fun.
If anyone is interested in checking that out, I’m going to have the links inside the show notes as well. This episode, like we said, was episode 164. That one is going to be 164, so https://theamazingseller.com/164 but if you want to go directly to this page that Ty has set up, again, it’s only for 20 beta testers right now to make sure that this service is going to be able to, number one, if it’s going to be able to be provided by his team because, like I said, it is a service based business. You can check that out by heading over to theamazingseller.com/manage, again, that’s theamazingseller.com/manage. You can go check that out, you can basically just fill out that short little form, there’s a little form there with your name and then your email address, your phone number so you guys can talk and then figure out if it’s the right fit for you.
Why don’t you just take a minute, Ty and tell everyone real quick, as far as what the services as of right now, like what you’ll do for a business with this beta package.
[00:44:44] TR: Absolutely. We’re still trying to figure out as far as how many campaigns or whatever but we’ll do a completely … We’ll create three to four campaigns and we’ll manage. If you have some current campaigns already, we’ll manage about three to four of those as well and we can talk and sort out details, we’ll make it work. Really what we’ll do is we’ll take over your account, we’ll review and start working on all your current campaigns and create a couple of our own campaigns with keywords that we do research on initially. Then every week I have a PPC, appointed expert and team that will be working on your campaigns and then I review with them.
Every week, we’re making adjustments and making those tweaks and following those phases and then at the beginning of the next week, usually on a Tuesday, we’ll send out a report to you and that report will show you exactly what’s happening on each one of your campaigns.
We’re pretty proud of it, it looks really nice, it’s really pretty and it also helps you to look and say, “Okay. Here’s all the breakdown of how all of my campaigns are performing. Here’s what I did this last week overall, if I were to combine them all here’s what my A cost would be, here’s what my spend and what my sales was and then it’ll show you here’s what my week was the previous week before that,” so two weeks ago here’s what it looked like and here’s what it was last month overall. You can get a really good feel for how things are trending and it helps us to stay accountable and helps you to stay informed.
[00:46:26] SV: Yeah, I know, I love it. Like I said, I’ve been using it now for just about, I think eight weeks now if I go back that far. At least six to seven weeks but I think we’re pushing eight weeks now. It’s been a great experience for me, like I said, it’s been pretty much hands off. Again, mine was a little bit different because in the beginning it was a little more complex and there was a lot more campaigns and stuff that you guys were doing an audit on, in a sense, and that was really helpful.
If anyone’s interested, definitely head over and check out this new service that Ty’s going to be offering. Again, it’s only going to be available for 20 beta testers. Once that goes through and he gets caught up and the team gets caught up and those accounts are being managed then from there he’ll go ahead and open it up out a small basis as well because there’s only so many that you can do this for. If you’re interested, definitely head over and check that out, theamazingseller.com/manage. Then from there you’ll get information about that. If he all filled and he doesn’t have any more spots you can definitely sign up for that email list right there because that email list will notify you when any spots open up as well. Is there anything else you want to add here, Ty, to what we just discussed?
[00:47:40] TR: No. Just that we’re really excited. The pay-per-click is one of our favorite things to work on for our clients. We deal with a lot of, as an agency, we deal with a lot of helping people to ship their product into FBA and a lot of educating and maybe all these little things and getting them ready to go. We love paper click because we got to just jump right in and go to work and it’s so fast and so easy to start for us, for our team to really jump in immediately start working that we love it.
We’re excited, hopefully there’s some interest there and we definitely have the capacity right now to do those first 20 people. Then as we make sure that we’re managing that process really well and that all the reporting’s being taken care of then we’ll open it up a little bit later on.
[00:48:32] SV: Yeah, that’s awesome. I’m really excited about this and again it’s something that … I think everyone on here knows, that’s listening, that it does take a lot for me to get behind a company and people like you and that’s really only way that I’ll ever do any type of business or even joint ventures with other people and this is one of the. Ty, you’ve been great, just a great person all the way around, from day one when we first had our first conversation about this business and stuff and then our very first episode all the way back episode 33, was fun to hear your story and how you got to selling on Amazon and then from there going into private labeling and now having this agency. It’s just an awesome story.
I appreciate you sharing all of your knowledge with us and hey, I appreciate you being a friend, I appreciate it.
[00:49:21] TR: No, thank you. It’s great, it’s really fun to work with you too Scott. Those of you that don’t know, Scott really is like that. He only is very authentic and so I know we’ve had lots of chats where … I don’t know how many people approach you about trying to do stuff. It’s just a lot of fun because we’re both just trying to see what we can do to meet the needs of Amazon sellers and so we’re really excited about this new service and see what we can do. Thanks for having me.
[00:49:54] SV: I think I should also say that I’m using that service and you’re using that service and even jungle flippers, right? You’re using that service right now to list one of your businesses and attract some sellers. It’s like these are things that we want so why not … It’s almost like Greg Mercer with creating Jungle Scout. It’s something that he wanted so he created it and then before he even offered it he wanted to make sure that it was working for him.
It’s kind of the same way that I look at it, and you are right, I probably could open my inbox right now and have two other messages in there since the last time I looked of people pitching me something on a new software that’s going to this, that or the other thing. I’m just not interested in that, I need the basics. Amazon paper click, it can be very complicated and very time consuming and that’s why I know that there’s a need for this, including myself. Again, I’m always looking at ways to make it easier for me to run my own business and I know you are as well Ty.
Once again Ty, thank you so much for hanging out with me. I appreciate it and we’re going to have to get together soon because I know you said you can’t attend the Denver event that I’m going to be at, I’m going to be speaking at that event and I’m going to be having my own event which I’m bummed about because I did invite you and you’re going to be where, in Italy?
[00:51:07]TR: Italy, yeah.
[00:51:07] SV: Life sucks, huh?
[00:51:08]TR: I actually had … This whole year, the only dates I had scheduled out are this Italy trip and that’s right when you invited me, I was so bummed but we’ll make something happen.
[00:51:19] SV: Yeah, absolutely.
[00:51:21] TR: This can’t go on much longer.
[00:51:22] SV: No, we got to actually sit down and have that drink together, I look forward to it. Well, hey man, congratulations on everything as well, with your business, your Amazon business, with your agency and I really, really appreciate you taking time to spend with us and also share a lot of your insights, I really do appreciate it. Have an awesome day man.
[00:51:42] TR: Will do, thank you Scott.
[00:51:44] SV: Okay so there you have it. Another great discussion about Amazon pay-per-click with someone like Ty that’s actually working with multiple businesses. This way here, he has a really good idea of what’s working and what’s not and really how to systematize it, to make it easier to manage. That’s why I reached out to him, I said, “You what, you’ve already got an agency already in place, you’ve got team members, why aren’t you just offering a service for people to run their pay-per-click?” That’s why I was like, “I’ll be your first customer,” which I am and I’m totally happy.
I just love being able to talk to him about that, whether you would use a service or not you can learn from just listening to that episode again or just going over to the show notes. Go over to the show notes to this episode, 164 that is so theamazingseller.com/164, we’ve got the show notes, we’ve got transcripts and we’ve now got a cheat sheet that will go along with this that you can download as well.
If you want to reach out directly to Ty and you want to have him work on your Amazon pay-per-click or just discuss if your business is ready for this, head over to theamazingseller.com/manage and that will take you right to that page. Again, that’s theamazingseller.com/manage. He is just an awesome guy and he’s just really, really transparent as far as ‘yes I can help you, no I can’t help you, your business isn’t ready yet’ or whatever, he’ll be totally 100% honest and that’s what I love about Ty. Definitely reach out to him if you’re interested at all.
Okay guys, that is pretty much going to wrap up this episode which I think was epic. We went over a ton of stuff and I always get pumped up about Amazon pay-per-click because to me it’s a huge opportunity that a lot of people aren’t taking full advantage of and you really do need to. Definitely go back, listen to this again, download the show notes all that stuff, get yourself familiarized with what it takes to be successful using Amazon pay-per-click.
All right guys. That’s it, that’s going to wrap it up. Remember, I’m here for you, I believe in you, I‘m rooting for you but you have to, you have to … Come on, say it with me, say it loud and say it proud, take action. Have an awesome, amazing day and I’ll see you right back here in the next episode.
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