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How to Optimize Amazon PPC Advertising Campaigns 2020 (Tutorial)

February 12, 2020


This YouTube video right here that I filmed
last year is one of my most popular YouTube videos to date. Everybody loved this video, it’s called How
to Optimize Your Amazon PPC campaigns. So today is your lucky day because I am doing
part 2 to that video. If you are an Amazon FBA seller then you already
know that strategies and things in the Amazon FBA change so quick. So it’s very important that you stay up to
date with everything that is happening with Amazon and that is why I am doing part 2 to
this Amazon PPC optimization tutorial. I do not suggest people to watch videos that
are older than 6 to 8 months because if you are following tutorials, especially in the
Amazon FBA niche, those videos may be out dated. I hope you enjoy today’s updated video where
I teach you and walk you through everything that you need to know when you are optimizing
your very own Amazon PPC campaigns. Let’s get started. Before you watch this video, make sure you
refer back to this previous video right here where I explain to you the purpose of running
each campaign. If you do not understand when and why you
should be running a specific PPC campaign, you are never going to understand the strategies
you need to learn in place to really make your campaigns profitable. Today, we will be optimizing the automatic
PPC campaign because everything stems from our automatic keyword data. I really like to use broad campaigns as well. And phrase campaigns are also good to test
and our exact match campaign is the campaign that we usually use to launch with our product. This is my automatic data right here. As soon as I download the information from
Seller Central, this is what I see. Now this is about 30 days of data that we
have right here for my shark tooth necklace. I am not going to go over everything in the
columns and what they mean because that is not the purpose of today’s video. I just want to quickly go over how to optimize
your automatic campaigns so you can finally get into the hang of doing it yourself and
then to build out your manual PPC campaigns. The very first thing you need to have is Microsoft
Excel. It absolutely drives me crazy when people
do not have Excel on their desktop. I do not know how you can operate a business
when you do not have Excel and you do not know how to use it. It’s very easy to use. You can YouTube some videos to learn but if
you are someone who does not have Excel, and you want to make your campaigns profitable,
it’s just not going to happen. I have Microsoft Excel here. First thing I am going to do is add the filter
which I already did. The second thing I want to look at is my total
advertising cost of sales, my ACoS right here. I also want to look at the spend later on,
the clicks. Basically, you want to look at majority of
this information right here and the rest is just fluff. I actually do not look at anything else. Let me explain what I mean. Right here, I have my match type set to my
automatic campaign as you can. That is the dash. Now, if I have a broad, phrase and exact campaigns
running as well, I should be filtering them individually so I can really look at the data
that is within this specific type of campaign. You cannot optimize your campaigns if you
do not sort this column. You have to look at your campaigns by automatic,
broad, phrase and exact. If you have everything selected and you are
trying to figure out what the heck is going on, it’s just not going to work. You want to sort your total advertising cost
of sales, which is your ACoS, from largest to smallest. And the goal for your automatic campaign is
to have a low ACoS. That’s the long term goal with your automatic
campaign. You want to find longer tail keywords and
make money off your longer tail keywords. One big mistake that sellers make is they
constantly try to chase after their main keywords in their customer search term report, in an
automatic campaigns, and that’s usually it’s not going to work because your main keyword
is going to have a very high ACoS since it’s very saturated and competitive. So what I like to do is put my main keywords
into the negative. Now it may not be the same situation for you,
again it depends on what you are selling, but in most situations that I have came across
from sellers is that their main keyword is way above their breakeven profit margin percent. That’s a choice you have to make but like
I said, the goal of an automatic campaign is to find longer tail keywords and then build
your broad, phrase and exact match keywords from your automatic campaign. That is the best way to go if you want that
lower ACoS that we all desire. Now for any of your keywords that are high
in ACoS, that are above your profit margin percent, you may want to put it into the negative
keywords. But again, it depends on how much you are
willing to spend on PPC and to gather data. But if you have an ACoS that is extremely
high, let’s say my profit margin is 30%, and my ACoS is above 60% which is double my profit
margin percent, I would definitely put it into my negative keywords because it’s just
not worth losing that money on an automatic campaign. If I were to put the ASIN, if I were to eliminate
the ASINs, there’s actually no way to eliminate all of your ASINs, you can turn off substitutes
in your campaigns to decrease the number of ASINs that show on your report but there’s
no way to hide this ASIN altogether. Before I used to put this into negative exact
and it seemed to have worked for me but after running more and more PPC, I noticed that
shutting off substitutes make a bigger impact if you do not want that many ASINs to show
up. I cannot tell you, I can’t tell you why you
get so many ASINs, it just depends on your product and how competitive it is. Now, for the next keywords, I have to make
sure that people are actually searching relevant keywords to my product. As you can see here, I am selling a shark
tooth necklace. And right here, there’s men ocean jewelry,
which is not describing my product. It’s just very vague. This is a keyword that I would probably put
into the negative exact and negative phrase right away because it’s not describing my
product. If you guys want really good, rich keywords
that will generate you sales, you have to find keywords that are very specific to your
product. Unless, this keyword right here has generated
me 1 sale, which it did, it made me one sale at a super low ACoS of 3%. In this case, I would keep it running. But if you notice right away that there are
irrelevant keywords that made you no sales, you should put that in the negative exact
or negative phrase, or both. If you do not know the difference between
negative exact and negative phrase, I suggest you to watch this video right here where I
explain to you the difference between the two. It’s very important that you understand the
difference between the 2 because if you do not know the difference between negative phrase
and negative exact, you are slowing down your keyword data. And once you slow down your keyword data,
you are just not going to have fast, quicker results. How do you know when to put any of these other
keywords into the negative keywords? I go by something called the 10 click rule
or the $10 spend. For example, I am selling a shark tooth necklace. Now, if I go to any of the keywords that did
not generate me sales right here, if I just sort this from largest to smallest, we won’t
use the ASIN as an example, where’s a good keyword? Surfer necklace. This keyword, if this surfer necklace keyword
had generated me 10 clicks and over $10 or over $10, and it has resulted in 0 sales,
I would put this keyword into the negative keywords, negative exact, negative phrase,
or both. Because if you continuously run a keyword
that is not generating you sales and you have already spent over $10 to $15 on it, I really
do not think that keyword is worth going after. 10 clicks meaning 10 different people clicked
on your ad and for whatever reason, they did not buy your product. I can’t tell you exactly the reason why they
did not buy your product because I do not know what you are selling and I do not know
your niche, but you don’t want to spend too much money on a keyword that is not generating
you sales. And for this keyword, surfer necklace, this
is kind of a vague keyword. It’s not describing my shark tooth necklace. I would consider to put this keyword into
my negative keywords. You want to do this for all of your keywords
that have 8 to 10, or you spent $10 to $15, and no sales. Because you want to allow room on Amazon dot
com, or whichever marketplace you are selling from, to allow better keywords into your customer
search. The longer you have a keyword sitting here
that is not generating you sales, it’s just taking up room within your daily budget, right? There’s only so many keywords that you can
gather in one day, in 24 hours. And if you let keywords run and run that do
not generate you sales, you are just wasting that space. I hope that makes sense for you. Another issue that sellers run into is they
are very scared to put their keywords into the negative. They tell me all the time, “Tamara, but this
keyword describes my product.” What if shark tooth necklace is describing
my product and my ACoS is super high? Well, again, that depends on how much do you
want to spend on that keyword? I personally do not have any high ACoS keywords
for automatic campaigns because you should be choosing your winning keywords here that
made you sales and starting a broad phrase campaign and finding longer tail keywords
through those campaigns as well. You do not have to rely on an automatic campaign
to launch your product. That’s not meant for an automatic campaign. Never feel scared that you are not going to
get sales by eliminating your main keywords. I actually think that eliminating your main
keywords in an automatic campaign can help you so much further long term because there’s
so many longer tail keywords that you just did not even realize existed. One thing I want to stress is you should be
optimizing your campaigns once per day or at least once every 2 days. Some people may argue this, there may be other
coaches that may tell you, why do you have to do it so often? I like to do it once or twice a day because
if I refer back to yesterday for my campaigns, and just so you know, if you want to look
at today’s data, you have to wait at least 24 hours. So today I would refer back to yesterday’s
data and then start optimizing everything that I see right here. And the reason why I stress to optimize once
per day and it doesn’t take long. This looks like it has lots of data because
this is 30 days of data, right? But I stress to optimize once a day because
you do not want to spend money on keywords like surfer necklace. And the sooner you eliminate these keywords
that are not making you money or do not relate to your product, the faster the results that
you will get. Sometimes people ask me, “well, how many days
am I supposed to run my automatic campaign?” I cannot tell you how many days. Typically, I would say after 30 days, you
should have a generous amount of keyword data that you can start building your manual campaigns
to launch your product. However, it all depends on how often you optimize,
right, how well do you know your keywords, or when should you move your winning automatic
keywords to a broad and phrase campaign. You have to know all of these things or else
you could be running this thing forever and not successfully launching your product. And I am not saying other people’s strategies
suck or do not work, I am just saying that my strategy that I am teaching you right here
has worked really, really well for all of our campaigns and for all of our students’
campaigns. Now, going back to the number of clicks, we
analyze ACoS, we analyzed spend, again, I can go on and on about this but that would
probably take hours so I am going to talk about clicks right now. The 10 click rule works really, really well. If you guys don’t know when to negative your
keywords, I suggest going by the 10 click and $10 to $15 rule. Now, notice these clicks are really big right
here. And the only way how your clicks would start
adding up is if you date back to the longest period of time. Amazon only keeps keywords for 60 days. Anything past 60 days, you do not have that
information any more. You should be saving your reports to your
computer if you can, especially if you are running a ton of campaigns and you don’t know
what you have moved into the negative keywords or kept in your campaigns but it’s important
that you are dating back so all of these clicks add up for your keywords that are making you
money. If I refer back to only yesterday, if I were
to look at my data once per day and I only look at yesterday, you are not going to see
hundreds of clicks or even anything over 10 clicks. You have to go back in time and download that
report to let the clicks add up and then make a decision, “okay, should I eliminate this
keyword or not?” Because if I only download yesterday’s data,
I probably only have 1 or 2 clicks. I hope that made sense. What’s going on with these other keywords
that have not generated me any sales? Let’s have a look. Now, this is an ASIN so we cannot control
that. By the way, if you have ASINs that are making
you money on a low ACoS, you can also target that ASIN using product targeting, ASIN targeting. You can do that. But when you are trying to launch your product,
you should be focusing more on keywords because that’s how customers search your product in
the search bar on Amazon, right? They are searching keywords. They are not typing in ASINs or usually they
don’t type in other people’s brand unless it’s a well known brand. That’s another way to use your ASINs that
are making you sales. Just put it into an ASIN targeting campaign. For these ones that are not making me money,
for example, boys jewelry, 5 clicks. This keyword, I would probably put into the
negative as well. I know it hasn’t reached 10 clicks yet and
I did not spend any where close to $10 but for a keyword that is this vague, I am likely
not going to get any sales. And the same thing applies to your product. If you are relying on keywords that are…
keywords that do not describe your product like birthday presents or gifts for mom or
father’s day, those very odd keywords, not odd, different types of keywords that are
not descriptive enough, I would put that into the negative keyword. It’s going to help you long term when people
are typing in exactly shark tooth necklace for men and we know that when they type in
these specific keywords, they are in the buying mindset, right? If I am in the browsing mindset and I am a
customer, I may be looking up keywords like boys jewelry because I don’t know what kind
of jewelry I am looking for. Just remember that part. Everything else that did not make me a sale,
I only have about 2 or 3 clicks, I will just leave it running. Keywords like cool, I don’t really like that
as well because it’s not describing your product in a proper way so I would put cool into the
negative keywords as well. You want to descriptive, rich keywords unless
my product is Hawaiian, I would leave Hawaiian. If it’s not, I would put Hawaiian into negative
phrase. Everything else looks fine, we just have to
gather more data, gather more clicks and wait for the sales. Like I said, you should not be watching any
PPC tutorials on YouTube or anywhere else that is older than 6 months. Things on Amazon change really quickly and
if you do not stay up to date with the current strategies and updates, you are just not going
to make it out alive. I hope you enjoyed today’s tutorial, if you
do have PPC questions for me, make sure you leave me a comment below and I will respond
to your question. Do me a favour, give this video a huge thumbs
up if it has helped you today. And of course, subscribe to my channel. I’ll be seeing you guys in my next video.

6 Comments

  • Reply Tamara Tee February 12, 2020 at 2:56 pm

    ➡️FREE Amazon Training:

    https://officialfbawinners.com/webinar-registration

  • Reply Never Gives up February 12, 2020 at 3:32 pm

    Nice video Tam, I thought the first video you got most view is because of my data 🙂

  • Reply Bootleg Garage February 12, 2020 at 3:38 pm

    Good morning love the video. This is a great way to keep track of what you sell. Keep up the great work. : )

  • Reply Nd N February 12, 2020 at 4:25 pm

    Thanks so much Tamara. Always look forward to your videos. How exactly do you shut off substitutes to ASINs if you trying to reduce them?

  • Reply Djoel Tav February 12, 2020 at 4:56 pm

    Awesome video, I really like learning about PPC, as it's intriguing part of your daily sales. Question, Amazon sends me emails prompting advertising campaign, not sure if they mention the words ppc. They have tutorials on these teaching you their take on PPC which makes me a little skeptical. My guess it's a good start to learn the basics but other than that I don't trust Amazon in tbis regard. What are your thoughts? Thanks

  • Reply Mike Godfrey February 12, 2020 at 5:04 pm

    Do you do PPC consulting?

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