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Amazon PPC Campaigns 2019 | Advertising Expert Advice With PPC Guru

November 21, 2019


Hi, everyone. Welcome back to my channel today. Today, we will be doing an interview. Well, I’ll be doing an interview with someone
I met online last year. Nick is a moderator in my FBA Winners group
and he’s here to share with you guys about his Pay Per Click, PPC experience. I know there’s been a lot of questions about
PPC especially this year because Amazon came out with all these new rules, new features
with PPC. So I wanted to bring Nick on here because
I call him PPC Guru. So, Nick, why don’t you tell the audience
a bit about yourself and how you got started. And we’ll go with questions. We’ll get straight into the questions. Sure, hi Tamara, so I started selling about
2 years ago. And I actually started on Shopify, not Amazon. And it was, I had no idea what I was doing
back then, I just thought it would be cool to have my own website and I had no idea how
to drive traffic. So just out of almost by accident, we started
selling, we figured, “let’s just try something else”. And started selling on Amazon and right away,
the sales started picking up. And that’s when I realized I needed to be
on Amazon. So in that time of 2 years, I’ve had 2 accounts
and I have 1 that I went in with another partner and another 1 with my wife actually. So, that’s just a little bit about my background
selling. My most current brand is the one that I spend
most of my time on and that’s the one where I have really good results with PPC especially. Yeah, actually I wanted to thank you Nick
for teaching me absolutely everything about PPC. When I first started by journey and I am sure
you guys have heard a lot about my journey on my YouTube channel and in my Facebook group
or whatever, I found PPC to be absolutely challenging. For anyone who’s watching this and you are
new, you may not even understand what we’re talking about. For all you experienced sellers, this is an
interview for you because I wanted to ask Nick all the hard questions like, “how is
he doing so well with PPC?” How do you get your ACOS so low? How do you actually profit from PPC because
a lot of people spend money on Pay Per Click and they’re not profiting. And I think that’s over 75% of Amazon sellers’
problems, right? And that was my problem until I’ve tested
it. It’s all trial and error and then I’ve met
Nick online. We started exchanging tips and advice and
you know, strategies and everything. And that’s how we got our numbers to be really
good. Our ACOS percentage is really good. So Nick, the first question I wanted to ask
you is “with PPC, which campaigns do you run everyday and how much do you spend on average
daily?” There’s so many questions people always post. How much do you need a day on PPC? What kind of campaigns are you running? So for me, I run 3 main types of campaigns
but also, 1 thing you need to understand is that, if you’re just launching your first
product then the amount you spend and the types of campaigns you’re going to have are
going to be very different than someone who’s been selling for years and has a pretty big
product portfolio. So for me, I run my key campaigns are the
auto campaign which I keep running all the time because I always want to be searching
for new keywords, new long tails. I run a manual broad which kind of does the
same thing but it’s a little bit more targeted because you have your root keywords, your
main keywords in those and then you search for long tails that branch out of those. And then I have my manual exacts for, actually
I have manual exact for root keywords I am trying to rank for consistently. And then a manual exact campaign for long
tails and profitability and really cheap conversions. So I have those. But I also run ASIN product targeting which,
for me, I have been doing well. I know, depends on your product and your market
a lot, so it really depends on your personal situation. And then I have a bunch of kind of like specialty
campaigns I would say, that are different types of ways that people might be searching
for products. Some examples of those are, like Spanish keywords
or targeting specific brand names. So things like that. So as you guys can see, he’s got like 10,000
campaigns running. Now, how much do you put into PPC and how
much do you put into each of these campaigns? And how do you know how much to use? I, right now, run about $100 a day total. It might seem like a lot for new sellers but
it’s kind of like something you need to do if you want to get visibility on Amazon and
if you are doing it right, you know, you could be spending that much but you’ll be making
way more in return and your keyword ranking could be better. So your organic sales will be higher. So for me, that’s what I spend. If you’re just starting out on a new product
launch, the first product, you could get away with doing as little as $10 to $20 a day,
it really depends on your product and especially how competitive your market is. Yeah, I totally agree with that, for me right
now, it’s about $50 a day on PPC. Some days, depending on my goals and what
I am trying to do with my product, I may only spend $20. So you guys, it all depends, what your long
terms goals are, how many products you have, and what you’re doing with your campaigns. Don’t just blindly run your campaigns. The thing about how Nick runs his campaigns,
we’ve been talking for awhile, is that he’s making sure that he profits. Because if you’re dumping a bunch of money
in and you’re not profiting at all from any campaigns, you’re heading straight to failure. So you guys have to know how you’re running
your campaigns. I think that’s the big mistake that a lot
of sellers make because they’ll end up just going after the really broad, competitive
keywords and they’ll just bleed money through PPC. They’ll never make any money back and then
it’s time to reorder inventory, you don’t have any money because you spent it all on
PPC. Yeah, yeah. It’s something you really need to pay attention
to and optimize and monitor. How about this question because I mean, you
and I both know the answer to this, but the question we get all the time, and I am sure
you all are wondering, “well, how long does it take to make your profits on PPC?” How long do you have to run your ads? That’s… it’s very hard to answer that question,
right? So, I am asking you. Yeah, it really depends how fast do you want
to become profitable. So, it depends on your product and your market. I know people hate hearing that answer but
if you’re in a low competition market then you’re going to be able to rank very easily
and become profitable very easily on PPC. If your product is way better than everybody
else’s, everyone else has a me-too product and yours looks completely different in search
and you know, a lot of people say they differentiate on quality but you can’t show quality through
pictures you know. It has to look different, it has to… functionality
has to be different, so if you have that advantage, that can really help to become profitable
fast with PPC. And to build on that, it depends on which
keyword you’re trying to go after… the keywords, if you’re only going after the expensive,
broad keywords, then it’s going to be a long time before you see profitable campaigns. If you’re going after the long tails, it could
happen right away. Yup, so you guys, I have students who started
profiting on PPC the first day they ran it. The easiest way to profit through PPC right
away is probably by doing an automatic campaign. You have your automatic campaign BUT you guys
have to be optimizing that every single day. With every single campaign, you have to be
optimizing. So what optimizing means is you are taking
out keywords that customers are searching that absolutely don’t relate to your product,
are not relevant, are costing you too much, or your ACOS percentage is too high. So after you optimize this everyday, automatic
campaigns will slowly put your ads towards keywords that are warm that customers will
be searching and buying from. So you can profit very easily from automatic
campaigns. But when you have different goals, which we
will talk about maybe in a separate video, keywords cost more and for your manual campaigns,
they will cost more, especially your exact PPC keyword campaigns. Speaking of ACOS though, Nick, what’s your
best ACOS percentage and yeah… what the best ACOS percentage you have achieved? My best ever? I have done campaigns, a campaign that did
1.3% ACOS. But, i will disclose it was in a low competition
market. So I had a very big advantage in terms of
that way. But I just want people to understand that,
or to not expect to be able to get those types of numbers all the time because it really
depends on your unique situation, your product and your market. I did get 1.3% but it is doable. So it is doable, I’ll say. Definitely, some of my keywords are, everyday
they’re at about 2% to 10%. And that’s good, right? And you guys can achieve that too. You just got to know what you’re doing and
your choice of keywords. The choice of keywords is so important. It all depends on, well automatic campaigns,
you have to optimize that to get your best keywords to convert but your manual campaigns,
it really depends on your choice of keywords. If you’re going after a super saturated keyword,
for example, if you’re selling a beach ball, and you’re going after “beach ball”, that’s,
your ACOS is probably going to be through the roof. Because that’s your biggest main keyword. However, if you’re going for the longer tail
like “green beach ball for summer” or “beach ball for spring”, that will probably be less
because less searches, less competition, and just longer tail. Yeah, actually I want to say something on
that, I know there are a lot of people in groups that say, “oh, I have a super low ACOS”
and they post about it but you also want to think about how many sales you want to be
making per day, your sales velocity. Because you can have, I think it’s really
easy to have a lot of campaigns with low ACOS, but you might be getting a few sales a month. So you really, if you want to be getting high
sales velocity, most of the time it’s going to cost you some money. Yup, yeah, and it’s advertising you guys. I know when I first started my Amazon journey,
I didn’t use PPC. But you know, back then, it was so much easier. But there’s more competition now, everything
is just a little more harder and there are new features and everything, competition. So definitely, you have to be running your
campaigns and knowing… There’s a lot more placements that I think
Amazon is going to be adding more placements. So that’s a good thing. But it also means we have to learn more about
that one too. Okay, so since that is your best ACOS percentage. I know for myself, everyday I get some ACOS
percentage that’s like 2%, 10% which is really good. My average, everyday ACOS, if I were to look
at all my campaigns as one whole every single day, typically, it’s below my break even point. That’s my usual ACOS. Nick, what is your everyday ACOS and how would
you… how important is it to get a super low ACOS
percentage? My everyday ACOS, I actually look at it as
a percentage of my total sales which includes my organic sales and not just the sales through
PPC because, for me, I like to look at it as the more I am spending and making through
PPC sales, the more I am ranking organically, and the more organic sales I am making so
the more overall sales I am making because of it. So I run at about 10% to 12% of my total sales,
that’s my cost of Amazon PPC. That’s pretty good. It’s good when you’re talking about total
sales. For people starting out and they don’t have
organic sales because they just launched and they’re not ranked for anything, it’s going
to be high and you have to be okay with that. Because it’s a long term mentality with that. Yup, you guys, with Amazon, I am sure for
those of you who have been following me, Amazon is all about visibility. So when you’re advertising on Amazon’s platform
using PPC, you want, you’re basically paying for visibility, you’re paying to get ranked. So you have to think of it that way. Yes, you are spending $20, $50 a day but if
you are breaking even, you’re already winning. But if you are making profits, any profits,
that’s really, really good. Because aside from the money and I know a
lot of us focus on the money. When am I going to make money? But you have to think, if you’re putting money
into ranking and getting visibility, the money will come, it eventually will come if you
just do everything right. Now, I know this is another common question
Nick, “is it possible to launch your product with just PPC? When should you do that? When should you not do that?” Of course, you can. You can always launch the product with PPC
but it depends on the market. So if your market is super competitive and
PPC is really expensive, your competition is bidding like $5 a keyword, then you might
not want to. But if your market is, there aren’t many people
on there, you can definitely sometimes just throw it up on PPC day one, and if it gets
traction then you know you can just use that as your ranking strategy. Other times where you see you can’t make the
sales velocity through PPC, or it’s too expensive, then that’s when you might want to go the
giveaway route for your launch. Yeah, I think a lot of people, when it comes
to giveaways, it’s sort of like cheating, it really is. It’s kind of cheating to get ranked. However, I still think, and this is what I
always teach, if you’re doing a giveaway, you still have to use PPC. Because you need to sustain that rank now,
right? Don’t just do a giveaway and then, “oh, I
am on page 1” and you turn off PPC, don’t do that. You want to make sure you are ranked steadily
after your giveaway for at least a month before you start tuning down PPC if you don’t want
to use it. But even then, we’re trying to go for the
lower ACOS, we are trying to go for longer tail keywords, because it should always be
an ongoing thing for you guys, right? Just to get ranked everywhere. And another thing I want to point out is,
if you’re selling a really expensive product, so for example, it costs over $5 per unit
to source, you may want to launch with PPC because if you’re giving away your $5 per
unit plus your FBA fees, that’s, you’re giving away $9 for each giveaway. Then, you know your answer, you have to learn
how to launch with PPC, unfortunately. Unless you have a really big budget, you have
5 figures sitting at your bank that you’re ready to just throw away, go right ahead,
right? That’s a good point too. Look at your cost of your product. There’s so many variables that go into deciding
how your launch strategy should be. I, personally, actually do both, I do PPC
and I don’t use a giveaway service but I use Facebook ads and Manychat and a customer list. So I would definitely recommend hitting sales
from many different platforms and sources of traffic, if you can. PPC is something you definitely want to be
doing, even if it’s too expensive or too competitive, I would suggest still running it so you can
still get the extra sales velocity from that. Yup, definitely and that’s actually my new
way that I am teaching my students as well. For your launches, it’s better to get traffic
from as many areas as you can than just to pay a launch service, get it on page 1 and
sit back and relax. And start you know… don’t do that. That used to work two years ago when everything
was much more easier, less competition, whatever it is. 6 months ago. Yeah if you guys, I’ve talked about Facebook
ads and Manychat a few times on my channel, and I do have the tutorial in my course. However, it’s not that simple if you are a
newbie and you’re watching this video, you may not even know what it is. But long story short, the first thing you
should start doing is running some PPC. That’s the easiest, right? Just start running PPC and do everything right,
make sure you know what you’re doing, and the profits will come. There’s so much more that goes into this but
it is, you have to be very patient with PPC. It’s not overnight. Yeah, I totally agree. You need a ton of patience. You need to be able to put in the time. It takes work. It requires work to monitor and adjust it
everyday so it’s not something where you could just set it and forget it. But it’s totally worth it. Definitely, for myself, for my 4 products,
everyday I pick at my campaigns, 10 to 15 minutes a day, that’s it. That’s all I have to do. I know a lot of people, you think after you
start getting sales on Amazon, you can kick back and relax. Not necessarily it, you know. There’s still some back end things you have
to do and that’s all part of being a business owner you guys. Unless you outsource it but then you’re just
going to have to pay money to outsource it and then it just doesn’t work that way. And no one knows your campaigns better than
you do, right? Exactly, I personally wouldn’t want to outsource
it, I don’t trust people to be handling it. I put in a lot of money and I want to make
sure that the money is going to the right places. Definitely, I see in Facebook groups all the
time, people are promoting like, “hey, I can run your ads.” Yes, they can manually run your ads, but they
don’t know the product, they don’t know your market, they don’t know Amazon, there’s so
many things that they don’t know, only you will know that. And you know, spending 10 to 15 minutes a
day just to optimize your campaign to become long term profitable is all worth it. Yeah, plus even after say you rank for your
broad words, your main keywords, there are so many other search terms that people don’t
even realize which a lot of them you find in your automatic and broad campaigns, to
be able to capture those and go after those, I don’t think I’ll be able to keep up with
all the long tails, there’s so many. If you outsource that, you’re going to have
to give that person, “hey, here’s my data for the last year, please go through it and
please help me run my campaigns.” Just something we want to share with you all. Nick, what are some tips you want to share
with new sellers using PPC? Because I am sure a lot of people are just
starting out. For you guys, if you have one product on Amazon
right now, this is a perfect interview for you. For you guys that don’t have one product up
and live yet, you may find that this is a completely different language. I’ll be honest, after you really learn it,
it’s not that complicated. I think that the dashboard, the view that
Amazon has, it’s very confusing. And the exports are very confusing. It’s not organized very well. So that can scare people off in the beginning. But some tips? I would definitely focus on the long tails
if you can. That’s where all the money is on PPC. The competitive broad words like “garlic press”,
they’re going to be, everyone’s going to be bidding on them, it’s going to drive up the
price and you’re never going to be able to make profit on it. I would also, for people that are starting
new campaigns or have a new product, I know a lot of times, they complain that I am not
getting impressions, how come it’s not working? Something you can do, might be a little tacky
but now, in your campaign settings, you can switch it to fixed bids. Which means that whatever you bid at, that’s
what it’s going to stay at. If you think prior, I think in one of your
videos, you might have mentioned too, that they had defaulted to the dynamic bid down,
which means if they didn’t think that your product was relevant for the customer then
they would automatically lower your bid, which sucks because I had no idea that they were
doing that. You can kind of eliminate that with fixed
bids. For you guys who are watching, basically it
is just optimizing the backend of how you want your ads, which areas you want your ads
to show up. I do have a video about this, I think it’s
like from a few weeks ago if you guys want to go back and watch that. But that’s basically what Nick is talking
about. Yeah, so that’ll help you, if you’re not getting
impressions, it might be a first step to take. If that doesn’t work, then you can try driving
sales to that keyword through Facebook ads, or if you have a one off launch service you
could use. Or just some friends, they could type it in. They’re all about relevancy, they need to
know that people want to click into your listing, so you do that through getting clicks from
the ads and sales. Sales definitely have a higher weight than
a click. So that’s something you can do to help with
the issues with the impressions. And the last tip I would say is to get started
as soon as you can because I think especially this year in 2019, a lot of people are going
to be getting on to PPC, they’re going to start using it and it’s going to drive up
the cost of PPC for everyone because it’s an auction based system. It’s exactly like Google Adwords or Facebook
ads. The more people you have bidding, the more
it’s going to end up costing you. Like 10 years ago, Google ads were super,
super cheap. Now, it’s not like that anymore. It’s not as profitable. But now, take advantage if you can and start
running PPC and the other thing, it takes some time for the algorithm to actually learn
your relevancy and get your cost per click driven down. So the sooner you start that, the faster you’ll
be able to get some better results and more profit. What is your BSR for your products right now,
Nick, across Amazon? BSR? I know it’s impressive, that’s why I asked. I actually have been doing, the past few days,
it’s been doing really well. And my main product is at, it’s just under
2000. It’s around 1950 last time I checked, in the
main category. The other ones are, they float around, between
5000 and 8000, depending on the day. The reason why I ask this is because I know
sometimes you guys get confused about BSR. Basically, BSR is just Best Sellers Rank. The lower, the closer to 0, the better. So when you’re using PPC, or if you’re using
external traffic, as long as it’s converting, as long you’re getting sales in general, this
is all about sales velocity. The more sales you get, the lower your BSR. And that’s obviously good because you’re closer
to Best Sellers Rank, you’re closer to the number 0. It boosts sales velocity is basically what
it is. Yup, that’s completely right. Alright, well, thank you so much Nick for
taking the time out of your day to answer these questions. I know there’s been a lot of PPC confusion
and everything in FBA Winners lately. So thank you for that. If you guys have any questions for Nick or
for myself, just be sure to join our Facebook group, FBA Winners on Facebook. And we are very active everyday. We’ve been doing a lot of PPC lately because
it’s just such a hot topic this year, it really is. Through all the other launch services and
channels that we’ve come across, it’s all about PPC. Yeah, I agree, and I think now a lot of people
are starting to see that giveaways aren’t necessarily always working all the time in
every situation, or not as well. So PPC is, I think going to be, if it’s not
already, the future of how you launch your products to rank quickly. Actually speaking of that, before we go, it’s
not that giveaways don’t work. So for you guys that are wondering, giveaways
work. It’s sustaining, the sustainability afterwards,
right? Anyone can get their product one page one,
literally anybody, right? If I wanted to get to page 1, I could within
a week. However, the most important thing about it
is sustaining the sales. So a lot of times you launch your product
using a giveaway service and then you’re falling down to page 2 to page 3, and you just blew
up, you just wasted a few thousand dollars. However, with PPC, it’s more, it’s a longer
term kind of investment and you’re not just throwing down a couple thousand a day and
just ranking up to page 1. You’re going to get to page 1 but it’s going
to take some time and it’s a smaller investment. And I think personally, PPC may be more, not
more effective, but it’s definitely needed if you guys are doing a launch. Alright guys, thank you so much. If you guys have any comments, please join
our Facebook groups and reach out to one of us. And if you have any questions, comment below,
I respond to everybody. Have a nice day you guys.

16 Comments

  • Reply Private Label Masters February 18, 2019 at 9:22 pm

    First

  • Reply Tamara Tee February 18, 2019 at 9:30 pm

    FREE Amazon FBA Training. REGISTER NOW! 👉 http://bit.ly/fbawinnerswebinar-yt

  • Reply Jonathan Greenwall February 18, 2019 at 9:34 pm

    FINALLY! Been waiting for the time that you and Nick did an interview. I know that guy knows his shit! Thanks for the information!

  • Reply Never Gives up February 18, 2019 at 10:04 pm

    Thanks for the video and thank you Nick for the information. I think Nick should start his own Youtube channel about PPC.

  • Reply TREVOR Hawkey February 19, 2019 at 12:15 am

    Good interview. I think too many people get it confused that amazon is easy and can be successful within a couple weeks… but love the honesty!

  • Reply Jo Jo February 19, 2019 at 4:40 am

    Finally, the video I've been waiting for, I always look forward to whatever Nick has to say in the Facebook FAB Winners Group. Great video with tons of useful PPC info. Thank you both for sharing!

  • Reply Axita Shienh February 19, 2019 at 4:48 am

    Thanks I appreciate these interviews and information so much! Off to look for more long tail KWs now 🙂

  • Reply Currency February 19, 2019 at 7:04 am

    8:31 You have to optimize your auto campaigns???????? I thought you have to let it run for a week then download the report and then run optimized manual campaigns? hmm

    Edit: My automatic campaigns have been running for 3 days and it only shows the search terms that had clicks.. It doesn't show me all the search terms that I can potentially add as negative keywords

  • Reply Hassan Farhat February 19, 2019 at 8:45 am

    Agree with Nick! I spend over 100$ a day on PPC within 6 different campaigns and It definitely works and ACOS stays super low if you do things properly.

  • Reply Todo To February 19, 2019 at 12:07 pm

    Nick, which tools do you use for the keyword research? Or is it just manual csv file filtering. Thanks for the value.

  • Reply Mạc Khánh Lâm February 19, 2019 at 4:51 pm

    Hi Tamara, I'm new beginner, I have problem that, all of key word campaign bring me a lot of money have confusing content, like b007dbxfkx, so I can't see the important kw, Can you help me?

  • Reply Cameron W February 19, 2019 at 9:42 pm

    how can i win a free call with you?? i’m in need of one

  • Reply Verissa Livingston May 11, 2019 at 9:52 pm

    Thank you so much, Tamara & Nick! 👍🏻💪🏻 🧡 I took word for word notes on this very helpful video and on 3 other Tamara’s great videos & step by step tutorials on PPCs. Great Value! 💯💪🏻 I learned a lot! I was lost before, now I know what I am doing! 🎯

    I would like to get some more help & will be writing Tamara on Messenger regarding 2hr coaching calls. Does Nick also coach or help others run PPCs?

  • Reply Dan R. July 27, 2019 at 3:24 pm

    $100 per day isn't crazy. What is crazy is that I thought he meant $100 per day, per each of his 10,000 campaigns lol.

  • Reply Dan R. July 27, 2019 at 3:30 pm

    I pulled the search term results for my automatic campaign today, I didn't like what I saw. 90% of the search terms were all ASINs, and I couldn't do much with that. The campaign was profitable, but I don't think it's helping me rank on any search terms. And if that's the case, I'd rather just take a little while longer to sell and get my full profit margin than take a 50% cut with the automatic campaign.

  • Reply einsteindrieu September 6, 2019 at 9:50 pm

    Holy Shit !!!—-I can hear Tamara's comment in her early days about all of this.

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