TAS 078 The 7 BIG Mistakes Sellers Make Using Amazon PPC

Amazon PPC is not all that hard

You just need to take the time to learn the platform and how to use the tools at your disposal to target the exact people you’re trying to reach with your ads. But most Amazon sellers don’t take the time to learn the platform well enough, so their PPC ads don’t have as much impact as they could. A ton of your sales can come through PPC if you will take the time to develop a strategy to use the tools for the powerful purpose they were created for. In this episode of The Amazing Seller, Scott’s going to walk you through the top 7 mistakes Amazon Sellers make when using PPC and how you can avoid every one of them.

PPC on Amazon is about more than just the obvious keywords

That’s because it’s impossible to get into the mind of the people who are searching for what you have to sell. You don’t know how they think about the product, or how they formulate their search query. You’ll tend to pick the most obvious keywords, which is good, but the people searching for your product may search for it in ways that are not so obvious. There are very simple ways you can find a clearer picture of the other keywords and phrases buyers are using to search for your product and you’re going to hear about those methods in this episode.

If you’re going to make PPC work for you, you have to check your data regularly

When you first set up an Amazon PPC campaign, you won’t have everything dialed in to its maximum potential. You just won’t, it’s not possible to hit it just right the first time. You should view your first attempts at PPC as an experiment that will show you what you need to do to dial it in to its maximum potential. That means you check out how it’s working and make tweaks as you go along, refining your PPC effectiveness as you go. So don’t set your PPC campaign and leave it alone. Watch it, beginning 7 days after you set up your campaign. Once you reach that 7 day threshold, begin making minor adjustments. Find out the details about how to do that on this episode of The Amazing Seller.

The way PPC benefits your Amazon products

PPC is one of the things that pushes your product higher in the search rankings because it puts your product directly in front of the people who are searching for it. When they click through your PPC ad and eventually purchase your product, your product just got a boost in Amazon’s search algorithm because it is seen as a more legitimate product. That’s when you need to follow up with your email sequences to generate more reviews – which in turn moves your product up in the sales process. It all begins with a sale, which begins with driving traffic to your product through Pay Per Click (PPC).

YOU CAN GENERATE NEW PRODUCT IDEAS FROM PPC

Running an effective PPC campaign for your product on Amazon is great, but there’s a side benefit that most people don’t consider. As you monitor your PPC campaign you’ll come across other product ideas related to yours from the data that is shown through your PPC campaign. That data could be telling you how to add to your product line in a way that will set you apart from other vendors and give you an appearance of legitimacy that will establish your business rather than just sell individual products. Scott covers that concept in today’s episode, so make sure you listen in.

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • Scott’s introduction to this PPC focused episode!
  • iTunes reviews from The Amazing Seller listeners.
  • Scott’s recommendations for how to do PPC the right way (past episode).
  • MISTAKE #1: Using the wrong PPC strategy.
  • MISTAKE #2: Only focusing on the obvious keywords.
  • MISTAKE #3: Not doing enough testing regarding the keywords they’ve chosen.
  • MISTAKE #4: Not regularly checking the data and making adjustments.
  • MISTAKE #5: Hesitance to spend more money once you find keywords that work.
  • MISTAKE #6: They stop using PPC once sales begin.
  • MISTAKE #7: They don’t look at their data for possible product ideas.
  • How PPC benefits a product, and how Scott recommends you make it happen for your product.
  • Two strategies you can use to maximize your PPC campaigns.

LINKS MENTIONED IN THIS EPISODE

https://www.TheAmazingSeller.com/PPC

https://www.MerchantWords.com

Simple Keyword Tool – Get your discount to try it out – https://www.TheAmazingSeller.com/keywords

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36 comments
  • Hi,
    we are in the clothing industries, in terms of “size” (not color), is there any significant differences between advertising one variations of a product and all of the variations of a product?

    • Hey Harrison, the variation type (size or color) wouldn’t matter much. I tend to start by advertising to all of them and then see which one performs the best in ads and focus down from there.

      • thanks.

        cause right now for a single listing we are having like 2 color and 20 sizes each, which is like 40 variations.

        if we decided to group 2 or 3 similar listing together for ppc, we won’t able to see all the different variations in one page within the seller central, and things tends to get messy and time consuming really quickly…. 🙁

        oh well… i guess this is what it takes to get the most impressions possible

      • Hey Scott,

        I just recently collapsed to asins into a parent listing to add reviews to newer size (size variation). My question is whether i should create separate campaigns for each child listing asin. Right now i have it as follows:

        Campaign – 2 child asins for products – 3 ad groups – broad/phrase/exact

        Thanks for all your help and material you put out. Gave me the boost to take action!

        Rick

        • Hey Rick, I would treat them all as the same product and group them into one campaign. Once you start to see which products perform the best, you can keep those and knock the losers out of the ad campaign.

  • Hi Scott, really great podcast as always.

    Example, I have about 500+ keywords in my PPC. Only 10 or so get sales and most impressions. The other keywords get very few clicks usually 1 since it’s lifetime which started last Sept 2016.

    Some kw’s have impressions in the thousands but with 1 or 2 clicks, should I pause/delete these or just leave the bid at like $.10 per click and just keep getting impressions?

    Thanks.

    William

    • 1. Don’t look at keywords, you need to be looking at the search terms report. That’s the only way to know what’s actually working.
      2. Your situation isn’t uncommon, when you load up with keywords there is often a lot of overlap.

      Give a listen to the NEW ppc content at theamazingseller.com/ppc

  • Hi Scott,
    I’d love to hear your thoughts on my PPC strategy 🙂

    Am I correct in thinking that a good strategy would be to only move keywords forward to phrase or exact match type based on how long tailed they are? Given that broad and phrase matches also provide exact matches between keyword and search term, would we be better keeping 1 and 2 word keywords in broad (using negative keywords when necessary), move the winners to phrase when they are 3+ words search terms only and moving the winners from phrase to exact when they are 4+ words search term strings? (This would create a profitable long tail campaign) Then you could throw the profitable short tail keywords (1-3 words) into a separate short tail profitable campaign (or you could separate them even further down by average CPC). This would allow better control when some short tail keywords become too competitive (turn off campaign) or when you’re starting out and cash flow is a problem. I’ve noticed that in my niche, impressions are so low beyond 4 word customer search terms that it’s not really worth keeping them in phrase.

    Many thanks in advance 🙂
    Jack

    • Hey Jack, I would be careful using the “length” of the search term as the determining factor, it’s irrelevant at the end of the day. What you truly care about is how well the search term PERFORMS. That being said, you typically will be moving the longer terms down the funnel, because they much more specifically relate to your product than a one or two word term.

      • Cheers Scott 🙂 much appreciated!

        One more thing…does exact match include any word conjugations as well as plurals? And how about combining words? Let me take an example for yoga mats, which in Germany would be yogamatte, yoga matte, yoga matten etc. Becomes a bit confusion which match type and negative match type to use.
        Many thanks in advance. Jack

        • Hey Jack it includes “darn close matches” like plurals and the occasional misspelling. I would manually include those conjurations to make sure they’re included.

  • SCOTT, great stuff! How to you target PPC for your variations in a given day? Multiple seller support conversations told me I will Sabatoge myself and bid agsinst myself if I have ppc campaigns going at the same time for variations, driving up my click costs. They say I need to pause and start them at different times, do you do that?

    • You would only be potentially competing against yourself it you’re running all of your ppc on the same keywords, so if you have different keyword sets for your variations, you could run them all simultaneously without issue. It’s worth testing to see which variations perform best in ppc and then running that one as frequently as possible, chances are one of your variations will shine!

  • Hi again Scott, thank you for another great podcast. After over a week of auto and a manual campaign with Amz suggested keywords, I extracted all those keywords from auto and ran a separate manual campaign. I didn’t know that I had to leave the auto going, so I stopped it and just ran 2 manuals. Even with CPC of $3 on one of the manuals it didn’t help much, sales went steep down and even to zero for last 2 days. Not sure, if it will take time to pick up but today, I have restarted the auto again, hope the sales will pick up. I will update you.

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