#32 Amazon Ads Specialist Danny McMillan- PART TWO of Interview
This Episode, #32, is the second half of an interview that was prompted by our very own Facebook members! They said in a survey that Amazon Ads were the area they most wanted expert help with. Danny McMillan, himself a member of the group, responded by giving many golden nuggets to our listeners.
LINKS TO DANNY’S SPREADSHEETS: click here
This is the SECOND of TWO episodes containing this interview.
The first Part of the interview is here
SHOW NOTES FOR EPISODE #32
RECAP OF DANNY’s RECOMMENDED SIMPLEST ACTION SUMMARY:
Create first auto campaign.
End week 1: Cut and paste keywords into Amazon and check for relevance ;add negative exact keywords to the campaign that don’t fit your product criteria.
If needed, tweak product page (title and back end keywords) but be mindful that wholesale changes can / will affect rankings
add second auto campaign with higher bids
create a bridge to manual campaign.
Use 3rd party tools to gradually add keywords
WHAT TO DO WHEN YOUR SALES DROP OFF
Mentality of patience is important.
Manage your own psychology.
Imagine that you are selling 10-20 units a day, then that drops off to 5-10. A day.
The worst thing you can do is to raise the bid per keyword!
What you should do is differentiate your product with more long tail keywords.
If one keyword that gives you say 2000 searches/50% of your traffic gets more expensive, look for a group of say 5 keywords that as a whole gives 2000 searches.
Don’t “just raise the keyword bid for a brief period”
It will never be brief. You and the other competition will bid the keyword up and up. Only Amazon wins from this!
WEEK THREE OF YOUR AMAZON ADS SIMPLE STRATEGY
Set up a manual campaign.
Create a “bridge” to manual campaign with successful keywords.
Use same keywords in Manual campaign as have proven effective in auto campaign BUT
A. Reduce bid for those keywords IN auto campaign
B. Increase bid for those keywords Manual campaign
Keep “blue widget” in auto campaign with a 40 p bid.
Put “blue widget” in manual campaign
- As exact match at £1.00 bid
- As broad match at £0.70 bid
Gradually because of the lower bids Amazon will transfer the impressions to the manual campaign and away from the auto ones.
A NOTE ON MATCH TYPES (by Michael )
There are three types of keyword matches that Amazon Ads offer. The difference is all about how precise the search term (keyword) that the customer types in the search bar and whether or not the advert will be shown.
An Exact match means that your advert shows only if the exact same keywords are put in by the customer.
An exact match keyword will generate fewer impressions (your ad will show up less often) but there should be a better match between the customer’s search and your product. So in theory, there should be a higher conversion rate on the right keywords. Hence it’s normal to bid highest for exact match keywords.
A Phrase match means that your ad shows if the Phrase you have put in appears somewhere in the customer search term.
A Broad match means your ad shows if the keywords put in by the customer are broadly similar to your keyword, your ad will show up.
An Broad Match keyword will normally get the most impressions (your ad will show up most often) but there will be a less good match between the customer’s search and your product. So in theory, there should be a lower conversion rate than with Exact Match keywords. Hence it’s normal to bid lowest for broad match keywords.
WEEK FOUR and on
Aim: to build out the long tail of keywords.
But without killing the conversions as that will impact your ranking.
Solution: do it in stages.
Remember to bid highest on exact match keywords and lowest on broad match ones.
Use 3rd party tools to gradually add keywords:
Google ad planner (keyword tool)- sign up for free with a gmail account.
Übersuggest. Gives a lot of long tail keywords.
Found Keyword Tool. Lets you construct long tail keywords from individual words.
Product/keyword search tools (links):
Google Trends (UK)
All give ideas but all the data needs rigorously testing as per this process.
LINKS TO DANNY’S SPREADSHEETS: click here
Video explaining how to use Spreadsheet
WORKING ON EXISTING AMAZON ADS CAMPAIGNS
Download the search term report.
Copy and paste into Danny’s spreadsheet.
The spreadsheet will give the keywords a score and a suggestion of how much to bid up performing keywords and what is under performing to add as a negative.
There is a video to watch to get you up and running…
Danny also has a spreadsheet to help with product costing, it contains tabs for manufacturing, shipping, marketing, profit dashboard, sales forecasting, CBM calc for sea shipments and a pricing matrix for creating and price optimising bundles.
WHERE TO CATCH DANNY
Danny is doing a presentation in Hong Kong after the Canton Fair.
To connect with Danny, click on these links:
DANNY’S PARTING ADVICE:
Keep it simple.
Build PPC cost awareness into product choice.
For example, if you’re going to go to very competitive niche, if you’re selling a product of say $12.99, you are basically doomed unless you source the product for pennies because the PPC competition will be so intense.
Whereas if you select a product that you sell for over £40 and it is oversize, for example, there is a barrier to entry so the PPC will be extremely cheap.
If you download the new spreadsheet on pricing you will get an idea on the numbers.
Danny’s philosophy is to go where the puck is going, not where the puck is at.
FOLLOW-UP Q & A EPISODE!
Danny will do a follow-up Question and Answer on Amazon Ads in a future episode.
So if you have any questions in your mind, please get over to the Facebook group now by clicking here and leave your feedback about what questions you want me to put to Danny!
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