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307 Amazon Ads Basics, & How NOT to get Amazon Reviews (Q&A Tuesday)

Q&A Tuesday –

Today’s topic comes to us from Dan in the facebook group. This is a great place for early or beginning stage questions.

If you’re a more advanced seller, we are about to kick off the 10k facebook group, a group for those who are doing a minimum of $100k/year.

If you’re working at a level where you’re doing $10-20 thousand a month, but you still feel like you’re in need of some fine tuning, it may be worth exploring my mentoring.

Today’s topic comes from Dan, centered around manual and auto campaigns

Hi all, I am about to begin PPC on my listing for my first product. The product is about to be launched, and I would be greatly for any comments/suggestions on the below strategy I currently have set up for PPC:

1) Manual Campaign containing literally 1 exact match keyword: for the niche I am targeting. I have this set to a small budget of 3 pounds a day. To simply see if it will convert right off the bat. This is a more expensive keyword, so I’m not expecting enough volume with your budget but its still worth it because the product is so relevant for this keyword. I will add exact match keywords that I learn from the other 2 campaigns to this manual campaign to start targeting the best keywords.

2) Auto Campaign based on a bidding strategy for new campaigns. I am using Amazon’s auto keywords and bidding at the suggested bid + 10%. This will help ensure I gain impressions and gives a better chance of people finding the product at the top of the page. The budget is set to 15 pounds a day.

3) Auto Campaign based on a bidding strategy for new campaigns. I am using Amazon’s auto keywords and bidding at the suggested bid – 50%. I will be bidding less and paying less per click. However, this will probably drive down impressions and limit the amount of people who will actually see the product. This strategy should be good at targeting some specific longer tail keywords that my competition may not be targeting. The budget is set to £9 a day.

I will leave the campaigns for at least 5 days before making any amendments to the strategy based on the data the campaigns will provide.

I have a list of negative keywords for the auto campaigns, which I will add to based on keywords which are not converting from the auto campaigns.

  1. The total PPC budget for launch is £27, is this aggressive enough?
  2. Does anyone have any suggestions to amend the strategy?”

Manual Campaign Containing Literally 1 Exact Match Keyword

I think that’s good, but possibly a bit premature if it’s a new launch for a new product.

The sweet spot is usually 3-5 keywords, and I wouldn’t target just one to start with. One is a bit minimalist

I would test 4-5, maybe even up to 20 keywords.

One basic principle that is extremely important: the PPC based on keywords is a flipside of a listing constructed around those same keywords.

  • Before you can do that, it is important to have a clear process, in which you decide on the winnable keywords that define a niche.

Amazon Ads Budget

Be wary of big analysis and small actions. It’s incredibly important on Amazon to be bold.

Good ranking means it’s visible and gets you clicks, but it doesn’t guarantee success. However, by not having a good ranking, it does guarantee failure

£3 per day probably isn’t enough unless you’re in a tiny market. Instead, I would budget 20lbs per day

A budget for Amazon is not the same as Google AdWords or Facebook Ads budget.

  • On Amazon, you’ll often put a budget of £50 per day, and you probably won’t spend that full budget.
  • With Google AdWords or Facebook Ads, if you set up a certain budget, you will spend that much per day

Be more aggressive, otherwise, you are guaranteeing failure.

Amazon’s Auto Keywords and Bidding at the Suggested Bid + 10%

Dan’s strategy here is quite reasonable.

I would say that if you’re below the suggested bid, you are risking giving advertising space to your competition.

When you start off, I think you should bid as high as you can afford to steal as much market share as you can.

Using Amazon’s Auto Keywords and Bidding at the Suggested Bid – 50%.

Why do you want fewer people to see your product? We’re trying to launch into an aggressive marketplace.

There’s no point in ordering a product, and then being cheap when it comes to the launch because you are guaranteeing failure

The amazon space differs from what most of us experience in everyday life. Amazon is a profoundly competitive market. Therefore, it is not any kind of business strategy to be mediocre.

You shouldn’t be doing anything, when you launch, that does anything but increase your visibility and increase the likelihood of clicking on your listing. You want to make sure:

  • Photos look amazing
  • Price is good
  • Good reviews

If you want feedback on your launch strategy, I offer that as a service

https://amazingfba.com/rare

Things we cover:

  • Review your market data
  • Double check the competitive landscape
  • Talk about differentiation and design
  • Current launch plans
  • Layout a basic checklist to get your first product launched

If you would like some free help, please check out the facebook group

General Launch Tips

  1. You need to get a plan

Once you articulate your plans, then you can improve on them.

If you don’t write them down and make them clear, you will be in reactive mode.

  1. What you get from marketing

Your first $400 or so spent on marketing is spent on learning, and not on getting sales.

You want to make sure your approach is simple so you can draw conclusions.

If it’s overly complex, that will be a waste of time and money because you won’t be able to use the insights from it.

  1. Getting Advice is Critical

It is important to get advice from those who have gone before you to make sure you’re on the right track for two reasons.

  1. You need to make sure it’s a good plan. If not, it could be a waste of money spent in marketing and the product itself
  2. You must have faith in the plan you make.
  1. Be willing to test that plan against reality.

Adjust your plan, but wait until after a particular period. And when you do, only change one thing at a time.

If you’ve gotten the niche research right, then your launch should be pretty simple, and aggressive.

For a strategic magic bullet, the star principle. Covered in episode 303.

Behind this tactical question lies an important lesson about your mindset.

This all boils down to emotional intelligence.

If you have the courage to be simple, then you’ll get wisdom from the marketplace, because the marketplace will tell you.

If you’ve gotten the niche research right, then your launch should be pretty simple, and aggressive.

For more information on a strategic magic bullet, we covered the star principle, in episode 303.

If you want to check out the facebook group, go here.

If you want to work with me to make sure your launch plan is in good shape, go to amazingfba.com/rare

278 Amazon Pay Per Click Ads with Mike Zagare Part 1 of 2

Welcome back to Amazing FBA! Today I'll be talking to Mike Zagare of PPC entourage. Mike was a physical therapist in a former life. He'd started a physical therapy practice when he was about 25 years old, and it failed miserably. A coach suggested that Mike stop spinning his wheels in PT, he found Amazon FBA in 2015, began using Amazon pay per click ads in 2016, realised that there was a vacuum in the market for an Amazon Ads optimisation tool, and created PPC Entourage. The rest is history. Read More
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271 Sponsored Ads for Advanced Sellers with Danny McMillan Part 1 of 2

Today we will be talking about sponsored ads with Danny McMillan worked in the music industry for years. From about 2008, he created a website and was responsible for managing that site including running Pay Per Click Traffic. In 2015, Danny started selling on Amazon. In 2016 he launched Seller Sessions, which started as a YouTube channel then became a podcast. It focusses on helping more advanced Amazon sellers.
Richard is Danny’s business partner at Seller Sessions.
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210 How to Sell Products Online for a High Price with Dana Derricks Part 2 of 2

In today’s interview, we will continue our discussion with Dana. Tune in to see what he had to say about upselling to your customers and using different strategies to teach us how to sell products online.

For our other interview or access to a webinar Dana present, please visit http://amazingfba.com/dana.

Create an amazing offer

An amazing offer would be discounting your product by 50% because most sellers are only just discounting 5 or maybe 10%. Where 50% off is definitely is a big deal to most customers and they will love you for it. Especially if you can show that it is actually selling at that price on Amazon. Getting 50% off would be the best way to create an awesome offer.

Presenting your discount

You should give the customer a coupon inside with the package. When they get to Amazon and get to the right link they will find the product is at full price. To make sure the customer uses their coupon you would charge full price. Then at purchase when they use their coupon that would basically unlock the 50% off making the product cheaper.

Percentages and numbers

You come out ahead when you sell at a discounted price because you don’t have the fee that you would at full price, and most importantly you get a customer off of Amazon. The thing to remember is getting customers off of Amazon is value in and of itself. As far as percentages go your range should be between 5 to 20%.

The thing that is most exciting is once you get your backend build up really well, and you can take customers off of Amazon. Suddenly you don’t have to try and make your money solely off of Amazon.

Another tactic to making big money is to take an existing product and lower your prices that way you can get more people coming through your door, and potentially making a purchase. Combining this tactic with offering coupons is the best way of getting more eyeballs on your product. You’ll get more buys and outsmart your competitors.

How to Sell Products Online

Physical products businesses are cool. Some of the people don’t talk about how much money they require to grow and scale them. because every time you sell out of inventory you need twice as much the next time. The best thing to do is to inject product services into what you’re already selling. One of the things you could do on the front end would be to inject informational products like a how-to.

The next step is to become an affiliate for some of the products people are buying from you. The thinking of most people is that their next dollar only comes from launching their next product. But it is much more important to build it up from front-end to back-end first. Once you have done that just rinse and repeat which is much more important than injecting a new product.

The 80/20 Principal

A great book to read on this principle is written by Perry Marshall on how to sell products online. You’ll find the that 80% of your revenues come from 20% of your fulfillment. So, when you get higher up offers you’re actually spending less time and money, but you making more doing it. Any listeners out there that do not already have these high ticket offers you’re really missing out on your best customers.

Dana’s amazing book

Dana has sold numerous copies of his book at $2,500 because the contents of the book are so valuable. Inside his book, he shows how he’s able to sell most of his books for a whopping $200,000 and even up to $400,000 per copy when other people are selling their book for only $20.00.

He goes through the entire process of how to sell products online and making huge profits in the digital product world. The exciting part is that he is giving away a free copy to all the listeners at his own expense completely free. Stay tuned to get your free copy! Limited time only!

Dana’s Goat Farm Mastermind

Dana’s first go for the Mastermind was a couple months ago which was unbelievable and a really special event. Because it went so well the first time it will be happening again February 2018. This will be a live event. He will be personally working one-on-one with people, but he will also be having other people flying in to share with the community as well. It’s different than most masterminds because it’s at his house and there are only 20 spots available.

Goats will be involved. Doors are now open and several spots have already been taken so don’t wait too long to reserve your spot before February 2018. It is very simple to apply just by going to http://goatfarmmastermind.com. You can check out the success stories over there and if it’s something you’re interested in doing, you can sign up.

For our other interview or access to a webinar Dana present, please visit http://amazingfba.com/dana.

201 Business Development Strategy for Amazon Sellers with Aaron O’ Sullivan of Systems Culture Impact

This is Part 3 of the interview with Aaron O’Sullivan from SystemsCultureImpact.com. This episode is geared towards people who are scaling up from 20-30 products to 100+ SKUs or product lines and people around the level of 6-7 figures per month that are looking to create a business development strategy. Check out Part 1 and Part 2 of this interview to find out more about the systems you need to set up in your life and business to scale. Read More

190 How to Sell in Amazon Europe with Gil Lang Part 2 of 2

Today we will be delving further and looking at Amazon Europe. In Part 1 we spoke with Gil Lang of Private Label Journey, a German Amazon seller about the mindset of German consumers and the challenges and opportunities of building an Amazon business in Germany.
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