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167 Sponsored Products & Amazon PPC Q&A with Brian Johnson

We have, once again, Brian Johnson of PPC Scope and Sponsored Products Academy on the show. After we released the previous episodes I got so many questions that I had to get Brian back on. We’re going to do a Q&A session right now to address questions sent in from the listeners. Read More

166 Fetcher and the Future of Amazon with Shane Stinemetz Part 3 of 3

The Future of Amazon 2017

The future of Amazon is going to be challenging for Amazon sellers. Products are becoming more competitive and this making the Amazon space more congested than before. Therefore, people need to find a way that they can assert creativity in their sales by creating something original or by adding something original to the already existing products. Read More

159 Incentivized Reviews -Why Amazon REALLY Ended Them- with Brian Johnson Part 1 of 3

 
Brian Johnson of PPC Scope

Brian Johnson of Sponsored Products Academy

Today we have Brian Johnson of Sponsored Product Academy (& PPC Scope) to talk to us about PPC and the REAL reason for the  end of Amazon incentivized reviews. This is a guy that has been in ecommerce industry for years. He started out selling banking equipment on eBay for seven years before a friend pulled him into Amazon. He began launching his own private label products. This was about three years ago when Amazing Selling Machine launched. Read More

152 AMS – Amazon Marketing Services with Anthony Lee Part 3 of 3

AMS – Amazon Marketing Services

It’s offers more robust to you PPC advertising. The top banner ad on Amazon, that is usually a link to someone’s storefront, that’s Amazon Marketing Services. Sometimes there are ads under the Buy box, those are Amazon Marketing Services ads. It’s more exposure and drives more customers to your products which, in turn, could lead to more sales.

Getting Started With Amazon Marketing Services

It’s only accessible to vendors. This used to be invite only until Amazon started Vendor Express, which is open to everyone. Now you can get access to Amazon Marketing Services once you have a purchase order. So once Amazon orders product from you, then you have access to AMS and all the benefits that come with it. To learn how to get started with Vendor Express, please check out my interviews with Will Tjernlund.

AMS Workaround

If you don’t want to go down the route of Vendor Express, there is a work around. You can sell Amazon a product that you don’t intend to keep in stock. Go to aliexpress and buy 10 units of some item. Tell Amazon that you want to sell it to them and they will request samples. Once that process starts, you should be able to then sign up for AMS. Once in Amazon Marketing Services, you are able to advertise any products, not just the ones you have in Vendor Express.

Not only can you advertise products that are in your Seller Central, you can advertise products for items that Amazon doesn’t list you as the seller of. This is very beneficial if you have a Merch by Amazon account. If you sell Merch, you don’t have access to ads. With Amazon Marketing Services, you can then run ads for you t-shirts. You can check out my interview with Chris Green if you are interested in getting started with Merch by Amazon.

Issues with Vendor Express

It may not be worth it, for everyone, to utilize Vendor Express beyond getting your foot in the door. There are many issues with it because they take over the listing and they tend not to optimise it so it converts. However, it’s almost a necessity for some. For example, Anthony has a friend that selling a health and beauty product that he makes from home. Since he makes it from home it is impossible for him to get ungated. However, by selling through Vendor Express he is now able to get past that since it’s technically Amazon selling it, not him.

Vendor Express is making strides to improve the listings by making some of it available to the sellers to be edited. Some aspects, like the title, you may need to ask Amazon and jump through hoops for, but it is possible to optimise your listing.
Get in touch with Anthony:
He has written two books about selling on Amazon:
Bootstrapping E-commerce: How to Import and Sell on Amazon
Bootstrapping E-commerce: Advanced Amazon Tactics

You can contact him at he publishing company
anthony@reidandwrightpublishing.com

Zonblast offer an optimising service which is a great place to start. You can get more information by emailing support@zonblast.com.

151 Amazon Product Launch with Anthony Lee Part 2 of 3

Basic Launch Strategy for an Amazon Product Launch

There are a few things to remember with an Amazon product launch. You need to get as much traffic and sales velocity for your product as quickly as possible. This is a given in any sales capacity. Also, you need to high rankings early, as in on the first page, using an important key word related to your product. Run a promotion when your product goes live which will get people talking and stimulate sales velocity. You can make your products even more visible by turning on the automatic sponsor ads. Lastly, go after some reviews and use family and friends, who will be sure to help your product out in the early days.

Running a Promotion

It goes without saying, you need to find the primary and most relevant keyword for your product. This is something that people will be able to identify and make the connection to you as the one selling said product. You should make sure the keyword(s) are in the title of your product AND inside the URL address. People can be very lazy so when they are looking for something they are overjoyed when they can find it with relative ease. You can run Facebook ads, external ads and even banner ads from Amazon Marketing Service. Aside from Anthony’s launch too, Zonblast, you can also use Keyword Inspector and Merchant Words.

Spiking Algorithms in One Day versus Over Several Days

This has a lot to do with the total views your product actually gets during an Amazon product launch. If you have a low number of searches in a month, say under 20,000, you could see sales velocity stimulation in one day, see some solid movement, as opposed to over several days. However, if you only spike with search hit one hour of each day, your average will be lower. It would be much better for you to spread it out over a number of days for better results. Anywhere from 4 to 7 days seems to be a good time frame in which to work from. It’s all about averages. If you can spread your views and sales over a longer period of time, it will average out to a total that will look much better to you as the seller and to a potential buyer as well.

Product Manipulation, Spiking a Listing and Terms of Service

Make sure you understand Amazon’s new Terms of Service. ‘Free’ sales or giveaways are now considered product manipulation. The big reason the Terms of service were put into place was to stop people from operating multiple accounts and thus being able to receive ‘sales’ of the same product anywhere from 50 to 100 times during an Amazon product launch. Specifically, Amazon are trying to stop buyers from receiving codes to allow them to do this for free. You can now have your product suspended for this. Always remember this and you’ll be fine: Real sales are unique sales to an individual.

Reviews Can Help but Don’t Depend On Them

Great customer reviews are always welcome but you should not depend on them to help boost sales of your product. While Amazon won’t remove or stifle a review if a customer got a discount on your product (remember though, no coupon codes for free) they can take down good reviews, paid in full by the customer, if they have been attacking the buyer accounts. There is also some unpredictability overall in terms of the reason or reasons why Amazon removes some reviews. All you can do is turn the review machine on, have a great follow up sequence in place, and get reviews as naturally as you can. The best way to success is to have a great quality product and then you can worry about everything else.

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142 Amazon Launch Strategy for 2017 from Brad Moss of Product Labs – Part 3 of 4

We’re going to start this off wide open. Can you give us some tips on the best tips for selling in 2017?

Brad runs a one-stop consulting firm that helps Amazon sellers and one of the strategies they use is not to think of a product or product sales life cycle one dimensionally. There are different phases a product goes through. You want to identify those phases and what is need for each phase. A lot of people are wondering what to do for an Amazon launch. After the review blast is over, what do you do?

They have something called “Spur the Machine” that they do for their ASINs and sellers. It’s a four phase approach to the first step of getting something up on Amazon. In their experience, it takes about three months to get a product up and running and there’s a lot going into this.

They have four phases for launching a product.

  1. Prepare the launch
    1. Do everything you can with your branding and imaging.
    2. Optimize the backend to, your best guess, the keywords.
    3. Make sure you have brand control.
    4. Get your price point on-par or slightly below competition.
    5. Setup your review follow-up campaigns.
  2. Launch
    1. Push PPC ad campaigns for 2-4 weeks.
      1. Do automatic and your best guess manual one.
    2. Let them sit and see what the best keyword results are. Determine which keywords you’re overpaying for.
    3. Track your conversion rates and your sessions per product.
  3. Refine
    1. After 2-4 weeks, determine what needs to go from broad match to specific match.
    2. Start using AMS with the keywords you have found to be useful.
    3. Optimize your listing based on the initial feedback you’re getting.
    4. Push promotions for you products.
      1. It’s been said that Amazon give a bump to new products which drops off and promotions during this time will help push the product.
    5. Refine your review follow-up campaign.
    6. Use the data you have collected and refine you email campaign.
  4. Make a mid-term plan
    1. Now that your product is up and running, get some more reviews, stop your big promotion push, and make a three month strategy.
    2. Refine your PPC and AMS for long-term results.
    3. Set up long-term deals and promotions.

The big thing is to take a snapshot, then stop and review your data. People tend to keep going and make small adjustments along the way. Doing that makes it difficult to see what’s happening and what’s causing it.

You’ve told us how to get sales rank, and how to use PPC to drive traffic and then refine it to make a profit. However, the one thing people still worry about is getting reviews. How important do you think that is, and how do you deal with that side of things?

Some research was done on this topic. They gathered data from millions of SKUs and they found that the number of reviews stop mattering after 21 reviews. After that, it’s the amount of stars you have. Reviews matter for sure. Intuition would say that a product with 3000 reviews would do better than one with 100. However, according to the data, what really matters is the star rating.

How do you go about getting those 21 reviews in a post-incentivised world?

Brad has found that when you run promotions, there is a higher rate of reviews that comes from people buying your product. The normal rate is about 1-3% of people who buy your product, will review your product. That number jumps up quite a bit when you run promotions. Usually, you don’t have to give away more than 30-50 units on products with a lower price point. With product over $100, you could probably get away with less.

A Facebook crowd around your brand is a great resource. You can promote new products there and get a good response

What do you do specifically with a Facebook crowd? Do you have any specific strategies around that?

If you have built up a following around your brand. i.e. A Facebook page or group. You can leverage that following to help you. When you have an Amazon launch and are trying to get a new product out there, you can post about it on your page or group and tell them about your promotions, and ask them to leave a review. It’s a great resource if you have that following.

So you can ask for a review. When you do these promotions, do you do based on discount codes?

You can. It’s the idea of making your Facebook community feel special.

That makes sense. I guess the question is around the Terms of Service. If you give a promotion code to people where people on Amazon don’t have access to it, and you ask for a review, will that raise a red flag for Amazon?

It’s hard to say. Within Amazon, it’s an individual person making the call every time. They have their SOPs that say if someone is given a promotion for a review, take it off. If it’s in a grey area, Brad has seen them overreach their bounds too much. However, there should be nothing against giving away promotions for your products.

Let’s say, for example, I give an 80% off coupon. It’s a general code and not a one-time use. I send it to 200 people on my email list and tell them to check out our latest product and I add in something to the effect of asking for a review. Will that raise a red flag at Amazon?

It shouldn’t. It’s such a new thing and Brad doesn’t know what the internal procedures are but it’s not an incentivised review. You’re not saying, “Here’s a product so that you’ll review it for us.”

That’s good to know coming from someone that worked inside Amazon and explains a bit  about the inconsistencies with the implementation. You’re saying that Amazon themselves haven’t sorted it out internally yet?

Brad could see that argument between two VPs as he has seen in the past, however, he doesn’t have much more insight than that. All he can really go on is the success of promotions in that past that his firm has experienced.