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#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.

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#31 Amazon Ads Specialist Danny McMillan Interview – PART ONE

This Episode, #31, 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 responded by giving many golden nuggets to our listeners.

This is the first of two episodes containing this interview.

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#27 Setting up Amazon Ads for Max Sales & Max Profits

This Episode, #27, has been in demand by Facebook members for a while. It’s a Pure Tactics, Nitty-Gritty on How to Set up Amazon Ads.

SHOW NOTES FOR EPISODE #27 – Setting up Amazon Ads for Max Sales & Max Profits 

In this episode we set up five separate Amazon Ads campaigns for one product:
1. Auto campaign

2. Amazon suggested Keywords (from within Seller Central)

3. Amazon Search Bar suggestions (from amazon.com itself)

4. Search like your customer

5. Keyword Inspector – steal keywords from your competition!

If you want a video that walks you through the exact same campaigns step by step, with follow-along screen recording, click here to join our Amazon Insiders Club.

Glossary of Technical Terms: 

I’d urge you not to get caught up too much in this if it is going to paralyse you. You can set up the campaigns without really understanding the details.  You only need the understanding when you come to analyse the results. That is a key part of running successful ad campaigns, but we’ll deal with that separately. ONe step at a time!

If you’re wanting the detail, however, here it is:
URL: Simply a web address, e.g., www.amazingfba.com/27

ASIN: Amazon Unique Identifying Number (not sure what S stands for!) –  within the Amazon universe, this a  unique code for a product line. It is like a UPC (Universal Product Code), ie the barcode you will see on any product packaging at your supermarket, only just within the Amazon universe.

Keyword – one, two, 3 or several words entered as a search term, on Google or in the Amazon search bar. e.g. “white” “white board” “White board marker” “White board marker kids”

Keyword Match Type: Amazon will match up a search term that a customer puts in the Search bar with the keywords in your amazon ad campaign. Whether it chooses to display your ad or not depends on how precise a match you set up between a. the search term (from the customer) and b. the keywords you put in your ad campaign.

Keyword matches come in 3 types: Exact, Phrase and Broad Match.

Exact match: your ad will only display if the  search term that the customer puts in is exactly the same as the keyword in your campaign.

Example

Your Campaign contains Exact Match Keyword:  White Board Marker

A. Customer enters Search term: White Board Markers

Result A: Your ad is displayed by Amazon  to the Customer in the search results

B. Customer enters search term: White Board Marker Pens

Result B: Your ad is NOT displayed

Phrase match: Your ad will display if the search term contains the your keyword as a phrase

Your Campaign contains Phrase Match Keyword:  White Board Marker

A. Customer enters Search term: White Board Markers

Result A: Your ad is displayed by Amazon  to the Customer in the search results

B. Customer enters search term: White Board Marker Pens

Result B: Your ad IS displayed (search term contains “White Board Marker” as a phrase)

C. Customer enters: Pens for White Boards

Result C: Your Ad is NOT displayed

Broad match: Your ad will display if the search term is broadly similar or related to your Keyword

Example

Your Campaign contains Broad Match Keyword:  White Board Marker

A. Customer enters Search term: White Board Markers

Result A: Your ad is displayed by Amazon  to the Customer in the search results

B. Customer enters search term: White Board Marker Pens

Result B: Your ad IS displayed

C. Customer enters: Pens for White Boards

Result C: Your Ad IS displayed

D. Customers enters: Pens for Boards

Result D: ? Maybe displayed, maybe not!

If you want a video that walks you through the exact same campaigns step by step, with follow-along screen recording, click here to join our Amazon Insiders Club.

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on your iDevice.

For Android listeners – Download the Stitcher Radio app (free) and search for “Amazing FBA Podcast.”  Or, if you have already downloaded a podcasting client, follow the directions in the next sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.

#19 Amazon FBA Seller Interview with David Aggiss

This Episode, #19,  is a very exciting first for the Podcast: our first interview!

David Aggiss was one of the first to join our Facebook community and has been a very active member, including taking the initiative to reach out to me and meet up in person at a conference.

David took some great training, and has been very committed to working his business. As you would hope, that has resulted in some very quick successes. Here, David shares his journey, what worked, what challenges he has had to overcome.

** REVIEWS CONTEST!**

The first 25 people to review the show on iTunes will be entered into a draw. The winner will receive a £50 Amazon Voucher from Amazing FBA!
Head over to iTunes now and leave your review! If you haven’t  already, you can also subscribe through iTunes to get all the info you need to start your own successful Amazon business!

CONTEST EXTENDED to the end of November or 1st 25 reviews, whichever comes first !

SHOW NOTES FOR EPISODE #19 David Aggiss Interview

  • David’s Background: got into property as an investor then moved into mortgage broking.
  • Was drawn to Amazon FBA private labelling model because it offered Passive Income.
  • Passive Income is important to him as a way to get to spend time with his young family and to escape office culture.
  • Also it can be as hands-on or hands-off as you like (Amazon handles sales and can do customer service – you can outsource a lot as well)
  • David started with Amazon training in April this year and his first product went live in September.

GIVEAWAYS and REVIEWS

  • He allocated 200 units to dollar giveaways, targeting 100 reviews (because of the psychology of triple digits of reviews, and because biggest direct competitor has 200+ reviews)
  • Aim was to give away 10 units a day for two weeks
  • Put in three batches of 50 codes to AMZTracker
  • Turned on PPC Amazon Ads after about 20-30 reviews
  • He actually gave away just 150 units, for about 100-110 reviews (so about 66% converted to reviews) as he was running out of stock and had hit his target no. of reviews.
  • David was able to be selective as his product was popular, so he tried to select reviewers who had reviewed similar products, had given a few video reviews and gave decent length reviews [i.e., not just one short sentence!]

SALES

  • Sales got quickly to 10 a day, then went up to 15, then 20, then up to 25 sales/day
  • Sales: Month 1: including $1 giveaways, $5000
  • Month 2: $6000 but that includes running out of stock!
  • PRODUCT SELECTION:
  • Don’t overanalyse
  • Avoided oversize items because of upfront costs and cost of Amazon fulfilment
  • Went for something that could be bought for about $2 a unit
  • Did due diligence and made sure the numbers stack up
  • Not too competitive
  • Happy to go for 10 sales/day

SOURCING AND FIRST ORDER

  • Manufacturer’s MOQ was 1000  to have his logo on product plus customised packaging
  • David negotiated down to 700 units only with custom packaging (no logo on product)
  • But then after firming up the order, he said to supplier he was going to be ordering more, so negotiated including logo on product on the 700 unit order

CAPITAL and CASHFLOW

  • David has only used his capital for stock ordering. Other costs e.g. Amazon Ads etc. are on the Credit Card for cashflow reasons.
  • He needed about £2000-3000 upfront to order inventory and launch the product

AMAZON ADS

  • David turned these on after about 2 weeks and about 20-30 reviews
  • He ran a manual and auto campaign alongside each other at the start
  • He put a $20 daily budget to Manual and $10 to Auto
  • The auto campaign only produced 1-2 sales and those were for a Keyword he knew already was important
  • He then paused the auto campaign
  • He launched with bids of about $3 a click to get onto page one with ads while product was on page 14 or so of organic search results
  • He then gradually reduced the costs per click over time.
  • ACoS (Advertising Cost of Sales)  started off over 100%; then it went down to about 65%; last month it was around 45%.

BIGGEST CHALLENGES AND HOW DAVID OVERCAME THEM

1. Stock management

  • running out of stock happened because he didn’t expect sales to take off so fast
  • The solution is that he will over-order (now has 1500 units in transit either in China or in the USA) and have 3-4 months worth of stock of his first product so he can focus on buying and launching product no. 2

2. Quality issues

  • These weren’t so terrible but there were higher returns than David wanted.
  • He is having the returned units shipped to him in the UK
  • He will then inspect these and then ship some on to China
  • David uses Viabox to receive returns, which gives a free USA Address. They’ll also store packages for up to 30-60 days and arrange shipping pretty cheaply.
  • David’s shipping 18 units for $40 (1.6 oz weight/unit). I make that 1.8 pounds in weight, so that’s about $22 a pound of weight or £14.75/lb (or about $49 a kg=about £33)

3. Reseller on his listing

  • One of David’s buyers for $1 (giveaway for reviews) listed his product for sale.
  • David had saved the URLs of the profiles of all of his reviewers
  • So he was able to track down the reseller and sent them a stern email
  • The reseller on his listing disappeared!
  • David had been prepared to just buy the product to get rid of the reseller anyway.

4. Time management

  • During the set-up phase, because of doing the Amazon business on top of having a full-time job and a young family, David was having to work evenings and weekends, sometimes 2-3 hours late evenings.
  • His solution is to commit to the business, and to try to fit in an hour whenever it’s possible, even if that’s 11 pm after a full day of work and family life!

BEST THINGS ABOUT THE AMAZON FBA BUSINESS MODEL

  • It can take off very fast
  • It requires very little input to maintain once set up
  • The money to be made is very substantial

ADVICE FOR NEWCOMERS TO THE BUSINESS

  • “Jump in and get going!”
  • Don’t over-analyse. For example, in his first batch of products, David had no inserts and no instructions. He’s just sorted both out for his last (2nd) batch.
  • If start-up capital is an issue, you can do what David did and use capital for stock but put the recurring costs on a credit card.
  • Have enough stock to not run out if you can!

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on your iDevice.

For Android listeners – Download the Stitcher Radio app (free) and search for “Amazing FBA Podcast.”  Or, if you have already downloaded a podcasting client, follow the directions in the next sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.

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#11 Amazon Product Launch

This Episode, #11, deals with Amazon Product Launch.

It is  part 9 of the “Amazing FBA Startup System”, which is a very highly structured series of podcasts (with very detailed show notes) designed to take you from zero to having a product launched and selling on Amazon.

If you haven’t already listened, you’ll want to at least listen to episode #10,  which deals with Product Listing.

Ideally, subscribe to listen to the whole Startup System, and start from episode #3 (episode #1 is a quick intro from me about the podcast, and episode #2 gives you the overview of the process I used to get to $20,000 in total sales in 7 months).

**STOP PRESS** REVIEWS CONTEST!
As announced on the show:

The first 25 people to review the show on iTunes will be entered into a draw. The winner will receive a £50 Amazon Voucher from Amazing FBA! 
Head over to iTunes now and leave your review! If you haven’t  already, you can also subscribe through iTunes to get all the info you need to start your own successful Amazon business!

SHOW NOTES FOR EPISODE #11

The launch is basically divided into two areas for me:

  1. Prelaunch – before your product is live on Amazon- essentially creating lists of potential reviewers
  2. Launch – going after reviews (to increase conversions) and driving traffic to your listing.

Don’t Forget to Optimise your product listing before actually Launching! Check Episode  #10 notes if you haven’t already.  

PRODUCT LISTING ELEMENTS

  1. Photos
  2. Title
  3. Bullet Points
  4. Product Description

Underlying the last 3 elements is the hidden “Key”:

5. Keywords!

See Episode #10 notes for more details on Optimising your listing

A. Prelaunch (all of this is semi-optional but it’s ideal if you have time)

        1. Friends & Family – if UK based, build lists  ready for “unverified” reviews
        2. If US-based, do the same but you can also approach friends for actual Amazon Sales
        3. Use own list of existing clients or prospective clients  if you have one with strong cross-sell potential
        4. Facebook Fan Page
          1. Post 2-3 X/day – before launch
          2. pay for likes aim: 1000-2000
          3. run facebook ads to “fans”
        5. Creating anemail list (very optional)
          1. Run Facebook Ads
          2. Optin pages: Lead Pages. Costs about $25 a month. Relatively easy to use, looks just great, quick downloading pages. I’ve used these for 3-4 months and it works well.
          3. Email autoresponder:
            1. aWeber costs around $18 a month – the industry standard for most online marketers (unless you’re using Infusionsoft, which is over 10X more expensive). My current provider.
            2. madmimi is free for up to 100 subscribers. I haven’t used it but I’m tempted by the FREE price tag and a recommendation from Scott Voelker.

B. Launch

      1. B1. *Getting Reviews – TOP PRIORITY!**
        1. Use Amasuite software to (semi) automate this and other essential tasks
        1. Creating “Promotions” in Amazon (essential)
        2. Contact Top Reviewers (optional)
        3. Create your own list (see above) then email them your promo code
        4. Paid review services (I believe one of these is fairly essential)
          1. Tomoson – also Bloggers (for traffic) – free for 1 month then $99 a month (gulp!). I signed up too early then didn’t use them in the free period. If you’re going to use this, wait until your product is live, then get cracking fast – you have one month only for free! Many Amazon sellers I know have had success with these.
          2. Snagshout – my favourite if you’re only going to give away very few units (say 10-20). Cost ca. $5 per giveaway (plus Amazon costs!). Give them your list of single-use codes and they do the rest. I’ve used them 3 times and the review %age was high (around 75-85%, as they promised). Occasionally the reviews were very very short (try 6 words!).
          3. AMZTracker – my personal favourite as the Amazon Review Club is included in the monthly price. Give them your list of single-use codes; then you can choose which reviewers to use.
          4. Facebook Fan Page
          1. put up offer
        1. Email list if possible
          1. use Facebook page

B2. Driving Traffic to your listing

  1. Start when you have at least 5-10 reviews; more if possible (depends on how competitive your niche is) – maybe up to 25 if you’re going to give away a lot/competitive niche.
  2. Amazon Ads (essential )
    1. start with auto campaign
    2. run for a week then leave for a week
    3. review ACoS (Advertising Cost of Sales) and Sales
    4. break out best performing keywords into a manual campaign
    5. You can also use the best keywords from the competition from your AMZtracker analysis
  3. Other traffic sources (optional):
    1. facebook page
    2. Facebook ads (combine with page Likes ads)
    3. email lists of buyers
    4. Social Media generally:
      1. Youtube
      2. Twitter
      3. Pinterest – note, join the USA version to connect with US customers!
      4. Instagram

In the next episode we focus on Life After Launching…how to stabilise your business and your Essential Daily Disciplines (and Weekly Must-Dos…).
Including the ins-and-outs of Amazon Ads and Amazon statistics generally.

HOW TO SUBSCRIBE TO THIS PODCAST

A podcast is a free downloadable audio show that enables you to learn while you’re on the go.  To subscribe to my podcast for free, you’ll need an app to listen to the show from.

For iPhone/iPad/iPod listeners – Grab your phone or device and go to the iTunes store and search “Amazing FBA”.

This will help you to download the free Podcasts App (produced by Apple) and then subscribe to the show from within that app.  Every time I produce a new episode, you’ll get it downloaded right on your iDevice.

For Android listeners – Download the Stitcher Radio app (free) and search for “Amazing FBA Podcast.”  Or, if you have already downloaded a podcasting client, follow the directions in the next sentence.

For podcast enthusiasts – If you already listen to podcasts and have a podcatcher that you prefer, the feed you’ll need to add is: http:// amazingfba.com/feed/podcast.

For those who don’t have a mobile device – You can always listen to the show by clicking the audio file at the top of this page.

If you have any queries, just go to www.amazingfba.com/ask.

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