TAS 613 Ask Scott #191 – Why Won’t AMAZON Spend Money on PPC for My NEW Product?

Is 2019 going to be the year that you take your ecommerce business to the next level of growth? What is currently holding your business back? Is it time to start investing in your development as a leader? If you are ready to do the hard work necessary, you’ve come to the right place! It’s time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he goes over how you can attend Brand Accelerator Live in 2019, his thought of the week, an answer to a question from a TAS follower like you, and much more. Don’t miss a minute of this engaging episode!

Brand Accelerator Live!

As you look back at 2018, can you honestly say that you have invested in your personal growth as a leader? Have you read any books or attended any events that really challenge your thinking and help you step outside of the box? If you’d like 2019 to be the year where you turn things around for your business, you’ve got to take advantage of Brand Accelerator Live! To find out how this event will set your brand up for success, make sure to listen to this episode of The Amazing Seller!

Think about long-term success.

Have you ever felt like your business often takes two steps forward and one step backward? What will it take to get out of the constant short-term successes and really tackle those larger goals in life and business? According to Scott, your success is directly tied to your long-term strategy for your business. When was the last time you evaluated your strategy? If you are ready to up your game for 2019, this is an episode you don’t want to miss. Listen to this episode of The Amazing Seller as Scott dives deep into this critical topic for ecommerce sellers like you!

How to make sure your PPC efforts are working on Amazon.

Have you ever had an issue with your PPC efforts on Amazon? What was your solution? Have you made adjustments to your approach? On this episode of The Amazing Seller, you’ll hear from Scott as he goes over a question from a TAS follower like you who is having some hiccups with their PPC usage. Here are a few helpful places to start, according to Scott.

  1. Look at the category your product is listed in. It could be a mismatch.
  2. Is the category relevant to your keyword selection?
  3. Reach out to Amazon to get an answer.

If you are having issues with your PPC strategy, you aren’t alone! To get a full breakdown of solutions you can try to get to the bottom of this issue, make sure to listen to this helpful episode!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:35] Scott’s introduction to this episode of the podcast!
  • [3:30] Scott’s thought of the week, think long-term.
  • [8:00] Question: Why won’t Amazon spend money on PPC for my new product?
  • [16:00] Closing thoughts from Scott.

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TRANSCRIPT TAS 613

TAS 613: Ask Scott #191 – Why Won’t AMAZON Spend Money on PPC for My NEW Product?

[INTRODUCTION]

[00:00:03] Scott: Hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 613 and session number 191 of Ask Scott. This is where I answer your questions here on the podcast and I'm going to do it again here today. And today's question is…

[read more=”Read full transcript…” less=”Read less”]

Click Here to Download Transcript <<

…all about why won't Amazon spend my money on pay-per-click or sponsored product ads for my new product? And we’re going to dive into that topic. I have a couple of reasons why they might not be taking your money. If you've ever had this happen and you've gotten frustrated, well there could be a solution.

So stay tuned for that. Before we jump into that, I wanted to remind you that you can ask your own question by heading over to theamazingseller.com/ask. And you can do that there or you can head over to theamazingsellertv.com and you can ask a question on my YouTube channel. And I'll do my best to either answer in the comments over there or on an upcoming video. Now, the other reminder I wanted to give you because it is, well depending on when you're listening to this, it's just before 2019 officially kicks off.

And I want to remind you once again and you've been probably hearing me remind you this past week on these upcoming episodes is Brand Accelerator Live 2019. That is my conference that I'm having in September of 2019. And there's a couple of reasons why I'm reminding you. Number one, well number one it's going to be amazing and if you're looking to build a future proof business and brand in 2019 and beyond then you're going to want to be there. This event is really for building and growing your brand. Also for optimizing your Amazon sales right now and building assets and diversifying.

That's really what it's all about. But here's the cool thing. If you join right now you will get early bird discount. You'll get a discount on that, a pretty hefty discount by the way.

[00:02:00] Scott: Now, if you're listening to this after the fact, you can still go there. There maybe a discount. What we're generally doing here is we're giving early bird pricing and then what we'll do is we're going to be increasing the price but then it will still be a little bit of a deal and then from there we'll go a regular price. But right now it's at the lowest that you'll be able to get access to. Definitely go grab your ticket if you haven't done so already. And the other reason is well, we're going to be closing out 2018 with taxes.

So what better time than to invest in yourself and in your business by attending our event. If you purchase tickets there’s a pretty good chance that your accountant will use that as a deduction, at least mine does. So definitely ask you accountant. I'm not an accountant, I'm not a legal advisor and all of that fun stuff. But yeah, it's a great time to invest in your business before the books are closed for 2018. So head over to brandacceleratorlive.com or head over to theamazingseller.com/live and you can get all the details, you can grab that ticket.

Go ahead, do it, take some action and grab some ticket. It's going to be a lot of fun. All right, the other thing is show notes to this episode can be found at theamazingseller.com/613. All right, let's dive into my thoughts of the week real quick.

And it kind of goes hand in hand with the Brand Accelerator and everything that we've been talking about here on the podcast. I've got an episode come up actually on December 31st which is Monday and is the ten steps to building your future proof business for 2019 and beyond. And I'm going to walk you through all ten steps. So you're definitely want to stay tuned for that one. But here's my thinking. Think long term, build assets that are evergreen. Okay, now what I mean by this is that's not like the only think you're going to be doing.

Because there's some short term thinking that we can do and some short-term wins but the long term and I mean long term like 18 to 24 months is putting in the time to create that content.

[00:04:04] Scott: And that could be blog content, it could be YouTube, it could be maybe Facebook. Whatever it is by you putting in that time and creating something that's evergreen and really that would be like blog content for Google and then YouTube like people can find that today and they can find it a year from now, three years from now. Here is the cool thing. In November alone, we'd started it about 25 days in November we were able to generate $1,377 in additional revenue from traffic. Not from selling anything. Just from people visiting our blog. That's from work that we've done through the years.

Now, we've also made sales through our Amazon store, we've also did some free plus shipping, we've done some contest. We've done all that kind of stuff but we've also been able to capitalize on the email list that we've been building and driving the traffic and now it's coming back to us in extra revenue. And a revenue stream that doesn't depend on Amazon or any other channel really. It's basically the traffic that's coming which is a channel in itself; Google, Yahoo, any of those. And it's coming over and then once they hit our page we have an ad network we're using that's called Ad Thrive.

And they pay a pretty good amount for impressions. Now, you have to build yourself up to a certain number of impressions before you can use their services and I'll probably do some more stuff on that in the future. But just understand this. We didn't plan on that in the beginning. We just planned on building the content to get the traffic because if we get the traffic we can do a lot with that traffic. We can sell more products we can get more of our stuff shared. We can get other people that are introduced to our brand.

We can look more of an authority in our brand. We can build the relationship better. All of that stuff. So it really comes down to this, email list, Google traffic, Yahoo traffic, YouTube traffic, podcast traffic.

[00:06:04] Scott: There's all of those different things that we can do. Blog posts. Those are things that we did from day one and now it's really starting to pay off. And our goal is to get that to between $3,000 and $5,000 extra revenue every month on autopilot like passive income. Because all we got to do is have the traffic come in and if we're building up the assets and having your own evergreen content, these assets we also are doing our YouTube channel right now which we're just, I think we're just over 1,000 subscribers.

We have to wait until we get I think 24,000 hours of footage, which it sounds like a lot but it won't take that long when you have traffic. We have some videos that have over 5,000 views already. And we plan on getting that up so we can turn on ads there and the possibly turn that into an extra $500 or a $1,000. So all of these things are long term assets and strategies but we can also do the short term win where we can, once we figure out the market and the niche down and all that stuff that I've been talking about, then we can start to also launch products on Amazon but then we'll go really well inside of our brand.

So that's my thought of the week. Start thinking a little bit more longer term in building out your brand and your business. Not, just one sided. Really, really important that you understand that. All right, now that I got that out there and gave you something to think about, those are my thoughts. Hopefully you can think about that and hopefully it makes sense and stay tuned because Monday episode 614 I'm going to dive really deep into that. You can actually go through that process and then you can just as you go through it, you can check them off or see which one is best for your business or where you think that you can advance the fastest.

And really come up with that plan. And I'm going to actually help you with that in episode 614. So stay tuned for that. All right, let's go ahead and let's listen to this week’s question. I'll give you my answer. We'll wrap this up. And you guys can get on with your day and get ready for 2019 because it's almost here. Let's do this.

[Q&A SESSION]

[00:08:03] Min: Hey Scott. It's Min here from Toronto. This isn’t my first time asking a question. I've been listening to your podcast for about a year and a half. And been absolutely enjoying it. I listen to your podcast every single morning during commute and I must say you've fundamentally changed my business. I started my own brand. I have my website, have 40 plus influencers that we work together. I was fortunate enough to get enough PR to work with some of the world’s biggest brands there.

Also in retail space just because I started a brand. So I'm 100% believer in brand itself. But anyhow, I digress. I wanted to ask you a question about Amazon PPC and I know that's one of your topics on YouTube that I saw. But one thing that a lot of sellers actually have a problem with that I came across in forums and I still do is Amazon is not spending any money that I wanted to spend. It's not, that they are spending only 7% of the budget. It's actually that they are not getting any impressions. So I put my budget bid as pretty much max, pay-per-click at roughly $15 per click, which is ridiculous.

I know no one is doing that in my market right now with over $500 on a budget limit. But in the last seven days… By the way I actually launched my fifth product, it's been about a week, exactly seven days. But my PPC has only spent 30 cents. And that's just from people actually searching on my brand and buying it. So I got to a point where now it's on page two, three kind of jumping around here and there with absolutely no PPC. Just email lists with influencers and that's it. But I was wondering why is it that PPC, Amazon advertising is not spending any of the budget that I allocated for.

I’ll be greatly appreciative if I can get answer. And hopefully you have some experience in dealing with that. I'd love to get your opinions there or feedback. Thanks so much Scott. Keep doing what you're doing. Love your podcast and hopefully, I'll be able to be on one of your podcasts in a couple of years. Cheers. Bye.

[00:10:21] Scott: Hey Min. Thank you so much for the question and thank you so much for being a listener and following along and doing the whole brand building thing. And now that it's really starting to work for you I love it that you went out there and you found some influencers in your space and you built the email list and all that stuff. And you’ve really proven my point that yes it takes work but that can be huge when you are trying to launch products like you said. I mean you're already on page two and you haven't been able to use pay-per-click which is pretty Amazing and that's pretty awesome.

And I think with a little bit more work and even finessing a little bit of your reach, you probably get to page one without even using pay-per-click. But let's talk about that question of pay-per-click. And I've actually seen this myself. And I can't give you an exact answer. But I can give you a few things to think about and to look at. Number one you might want to look at the category that you're product is listed in. It could be a mismatch there. Because they may have something in their algorithm that says, you know what, if it's in this category there's no reason why you'd be targeting this keyword.

So it's not really relevant to the category. So that could be one issue. So I would look at that. And maybe you already have products that you're doing pay-per-click for and they are in that category but I'd start to look and see why is this one different. So I'd look at that. I would also make sure that it's relevant to the keyword. And I know that seems kind of obvious and kind of basic but you might want to even look in the backend of the search term area or the keyword area and see that you haven't put anything in there that could be a red flag.

You might even want to strip some of that stuff out and then put your pay-per-click back on and see what happens because maybe something was triggering the algorithm. Those are some things that you can do on your own.

[00:12:20] Scott: The other thing you do is you reach out to Amazon and talk to someone on the sponsored product ad side and say to them, ‘Listen, I'm trying to run paid traffic here to my listing and for some reason I can't. Why?' And then they can see exactly why.

The other thing that I've seen in the past is when people are running, if they are running any type of brand, not your brand but someone else’s brand against that listing. So if you're selling let's say for example it's a water filter for a Whirlpool refrigerator. And you had in there Whirlpool 3,000 refrigerator or whatever the model number is. And you did that. That may be an issue and that may trigger or send a flag up that your account has a strike against it. The same thing has happened to us in the past on something that we didn't realize that we can't use this name because it's the name of the thing like garlic press.

If I said garlic press, you'd think there's nothing to it but there is a brand called ‘garlic press'. That's kind of what I mean. So you got to look at that. You could have been flagged. So that's why you probably want to get on the phone with someone at support and have them look into that. That's going to be the best solution. The other thing to do is maybe do this, maybe you said you did this, I don't recall if you did or not. You might want to just take that budget for your whole campaign so this way here you don't get hurt. And maybe take that and jump it to $100, 200 bucks a day, whatever it is.

And then take your cost per click and bump it to five bucks or ten bucks. And then put a cap on that for like 20 bucks or something. So if you got one click or two clicks it would eat up the budget and you won't get hurt. This way here at least it will show you.

[00:14:19] Scott: The other thing is if you're not getting impressions, I'm not sure if you said that either. But I'd be looking at impressions. If you're getting impressions then we know that you're being seen. I think you said you weren't getting impressions. So those are some things you can do with what you have available to you. You might have to just jump on the phone and talk to a specialist. They may have to remove a flag that's been applied to your listing for whatever reason. Or maybe if you had an intellectual property claim than you can't run ads to that.

So that could be a problem. So there's a variety of different things that it could be. But if you've kind of went through your own stuff as far as saying okay, what category is it in. Can it be changed or should I try a different category? Maybe that's not it. Is it relevancy? Is my product not relevant to what I have it optimized for? And then then other one would be just increasing budget and seeing if you're increasing impressions. If you're not getting impressions then that means you're not being visible. That probably means that you're being flagged for whatever reason.

That could be just being out of category, that could be just because you've had an intellectual property claim. Something like that. So it's probably going to come down to you contacting support and seeing what they suggest. But those are some things to think about and anyone else that's ever come across this that could be the issue. I've seen it before when a brand name has been used and then you got flagged for that. And then the pay-per-click doesn't matter how much you spend, it's not going to show your listing for that.

So some things to look at. Things to think about. Let me know if you end up doing this or any of this and you figure it out. Let me know. I'd love to do a follow up on this and we can get to the bottom of it. And that way there we can help some other people. So hopefully this helped you or anyone else listening and hey, do me a favor guys. If you have a question that you want me to answer on an upcoming Ask Scott session all you got to do is head over to theamazingseller.com/ask and you can do it there or over on my YouTube channel at theamazingsellertv.com

[00:16:19] Scott: All right guys. One last reminder. Brand Accelerator Live, make sure you go over and grab your ticket if you're interested in joining me and a bunch of other awesome people so we can help each other build out brands into 2019 and beyond. And really build a future proof business and go through all of the steps but then also learn from other people that are doing the same. So brandacceleratorlive.com or theamazingseller.com/live and you can grab your tickets over there and also again, the quick reminder here is as of right now you can get early bird pricing, which is a pretty hefty discount.

And then the other thing you can do is get this in before the books close for 2018. This way here you might be able to get nice little deduction before the books end up closing. That's always nice. All right guys, that is going to wrap up this episode.

Remember as always, I'm here for you, I believe in you and I'm rooting for you. But you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.

[END]

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