PPC or Pay Per Click advertising is the Key to Amazon (on platform visibility) and success. Key things covered in this presentation. -Power PPC strategies to drive sales. -Understanding Keywords and the role they play with PPC. -How to use PPC to get your advertising to show almost anywhere! -How to budget, tune and manage your campaigns. -How to spend less and achieve more. -We will offer you real products, real campaigns, real results and the differing strategies to employ depending upon the type of product you sell -Broad Match, Phrase Match, Exact Match demystified, bid+ explained, competing keywords, competing products, click fraud and more tabled and dealt with.

1. PPC Master Class
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2. All-in-1 Amazon Marketing Toolkit from 1 single login!
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|Best Seller & Keyword Tracking | Listing Optimizer

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6. Meetups - Webinars
Country Date Topic
HK Summit 17 Oct Danny’s Presentation
HK Meal Meetup 17 Oct Seller Meeting
HK Summit 19 Oct Anthony’s Presentation
Invite Only HK 19 Oct Power Sellers Event
USA Meetup 27 Oct PPC (Pay Per Click)
UK Meetup 8 Nov Seller Product Tools &
Amazon Reporting
UK Meetup 22 Nov Scaling Your Business
in 2017
Online Date Topic
Online Webinar 3 Oct Amazon Ranking
Factors
Online Webinar 6 Jan Power Sellers Panel

7. TheAmazonSeller.com
The Amazon Seller (UK)
1400 Members
The Amazon Seller
(Los Angeles) 400
Members
The Amazon Seller
(San Diego) 300+
Members
>2,800 members
>400 subscribers

8. The Money shot

9. The Holy Grail

10. The Holy Grail Part 2

11. The Holy Grail Part 3

12. Mindset

13. “The definition of
insanity is doing the
same thing over and
over again, but
expecting different
results”.

14. “Lucky for us
we don’t need
to be as smart
as Albert”

15. Or this guy

16. What is PPC?
PPC, or Pay Per Click is a
searcher's intent platform made
famous by Google.
Amazon has their own version with
Sponsored Ads, albeit on a much
smaller scale

17. Ad Auction
Amazon ads are sold in an auction.
You bid what you want to pay for a
click.
Amazon uses a number of factors to
determine the ad position, including; bid
and keyword relevance of listing and
browse node.

18. How does the ad auction work
You determine the bid amount on
your ad group or search phrase,
other sellers will use the same
process.
Amazon will then run a calculation using
multiple factors (including bid price) to
determine your ad position on the
search pages along side organic listings.

19. Auction - Basics
Bid Amount
Bid one £0.50
Bid two £0.30
Bid three £0.69
Bid four £0.23
Your bid £0.57
*Bids Amazon Receive (excludes other ranking factors)
Ad Pos. Bid Amount Cost
Ad Position One Bid three £0.69 Pays £0.58
Ad Position Two Your bid £0.57 Pays £0.51
Ad Position
Three
Bid one £0.50 Pays £0.31
Ad Position Four Bid two £0.30 Pays £0.24
Ad Position Five Bid four £0.23 Pays unknown
Auction results:

20. Advertising Cost of Sales (ACoS)
“This is calculated by dividing total ad
spend by attributed sales. For example, if
you spent £4 on advertising resulting in
attributed sales of £20, your ACoS would
be 20%”

21. The Magic Bullet (not)
PPC will not save the product
Build in plenty of optimisation budget
Learn the art of patience and persistence

22. Shiny Objects
Choosing the right product,
trumps PPC dexterity…
This is often overlooked

23. But…Don’t Push The Bolder

24. How you think is important…
Everyone want’s more sales…
You double the ad spend, right?
…WHY NOT FIX CONVERSION ISSUES?

25. How do I reduce
my ACoS?

26. Start With The Product
Selling at £10 means your ACoS is 20%
Selling at £30 makes it look far sexier
Customer Acquisition
Cost (ppc)
You Sell At The Unit
Price Of…
ACoS
£2.00 £10 20%
£2.00 £20 10%
£2.00 £30 6.7%
£2.00 £40 5%
£2.00 £50 4%
Where possible bake your PPC into
you product Selection on the front end

27. Avoid The ACoS Hill

28. Head Keywords
These keywords will start to mount up fast
Units Head Keywords Avg CPC
1 Salad spinner (1) £3.99
2 Salad Spinner (2) £2.66
3 Salad Spinner (3) £2.44
4 Salad Spinner (4) £2.10
5 Salad Spinner (5) £1.99

29. Long Tail Keywords
These ones will help reduce your overall budget
Units Long Tail Keywords Avg CPC
1 Salad Spinner (1) £0.90
2 Salad Spinner (2) £0.85
3 Salad Spinner (3) £0.80
4 Salad Spinner (4) £0.75
5 Salad Spinner (5) £0.70
6 Salad Spinner (6) £0.60
7 Salad Spinner (7) £0.50
8 Salad Spinner (8) £0.40

30. Wrapping Up
The goal is to reduce conversion costs
Find long tail keywords that convert
Look to make up lost search volume

31. Setting Up An Auto
Campaign

32. Setting Up An Auto Campaign
Steps
Advertising Tab
Campaign manager
Create Campaign

33. Setting Up An Auto Campaign
Steps
Enter Campaign Name
Daily Budget
Select Automatic keyword
Campaign
Continue to next

34. Setting Up An Auto Campaign
Steps
Enter Ad group name
Default bid
Search and select your
product to advertise

35. Setting Up An Auto Campaign

36. Monitoring
Leave for at least 72 hours to collect data
Run and download a search term report
Add non relevant keywords as a “Negative Exact
Match”
Add relative words into back end keywords / title
(in some cases your bullets depending on your
strategy)

37. 80/20 rule -
Less is more…

38. •Try changing the background color,
font colors and add in different
photos or icons.
Waiting is
boring….

39. Low bid 0.35
ACoS 4.8%
Zero Optimisation

40. No Negative Keywords
Maybe We Got Lucky?

41. Low bid 0.50
ACoS 10%
Optimisation – 32 Negative Keywords

42. Keyword Tools

43. Paid Tools
Tools
Keyword Trends tool -Keyword Inspector
http://www.keywordinspector.com/
My go to tool for keyword research. It has multiple filters you can control to hone
in on the perfect keyword collection.
Helium 10
https://members.helium10.com/
Part free, part paid. It is a Swiss army knife of tools under one roof. The
Frankenstein keyword processor and Scribbles Listing optimiser are my go to
tools each and every time.
Scientific Seller
http://app.scientificseller.com/keywordtool#/
This used to be free, and now offers capped searches before requesting you
taken to the subscription page. Works by extracting search data from the auto
complete field on Amazon and crawling other data.
Amztracker
https://www.amztracker.com/
Another Swiss army knife as you can track your rankings, keyword research,
optimise and use the review group ($50 and above package).

44. Tools
Google AdWords Planner - Keyword Tool
https://adwords.google.com/KeywordPlanner
You need to sign up to Adwords with a Gmail account. Bare in mind this is using
Google data (arranges the world’s information) rather than Amazon search data.
Keyword Shitter
http://keywordshitter.com/
Does what it says on the tin, it shits keywords! But like drinking from a fire hose
as no filter control and you do not get any search volume predictions.
Uber Suggest
https://ubersuggest.io/
Uses data not necessarily found in Google AdWords Keyword Planner tool. Good for
finding variations on search phrases. It is another fire hose unless you are a whiz
chopping data.
Spork Forge
http://sporkforge.com/text/word_count.php
This is not a keyword tool as such but a text analyser. This is useful for finding popular
search terms buried in listing copy of your competitors.
Free Tools

45. Free Tools
Tools
Other tools worth looking at...
Keyword Mispellings
http://keyword-misspellings.com/
Merge Words
http://mergewords.com/
Concatenation Tool
https://www.found.co.uk/ppc-keyword-tool/
*Please note these tools do not use Amazon data, rather they provide you with guidance
and their own calculations of search volume and other factors.
**The Amazon Seller does not have any financial affiliation with these tools.
***These tools do not fix shitty products.

46. Match types explained

47. Match Type Variation
Broad Match
• All words included in the search
• Search terms can be in any order
Keyword Search Term Match
Kids widget Kids blue widget Yes
Kid’s widget blue Yes
Blue Kid’s widgets Yes
widget No
Has the greatest reach and will maximise the variations of
your keywords

48. Match Type Variation
Phrase Match
• The exact phrase In the same sequence
• May include close variations
• Can include words before or after phrase
Keyword Search Term Match
Kids widget Kid widget’s yes
Kid’s widget Yes
Blue Kids widgets Yes
widget No
More restricting the broad but will have more relevance to
user search

49. Match Type Variation
Exact Match
• Exactly as the user typed into the field
• May include very close variations (plurals)
Keyword Search Term Match
Kids widget Kids widget blue No
Kid’s widget Yes
Kids widgets Yes
widget No
Less impressions but a great way to manage waste on your
account

50. Setting Up A Manual
Campaign

51. Setting Up a Manual Campaign
Steps
Advertising Tab
Campaign manager
Create Campaign

52. Setting Up A Manual Campaign
Steps
Enter Campaign Name
Daily Budget
Select Manual keyword
Campaign
Continue to next

53. Setting Up A Manual Campaign
Steps
Enter Ad group name
Search and select your
product to advertise
Hit Select

54. Setting Up A Manual Campaign
Steps
Enter Default Bid
Paste in your keywords
Hit Add these keywords
Save and Finish

55. Leave for at least 72 hours to collect data
Run and download the Search Term Report or
edit through the Interface at keyword level
Add non relevant keywords as a “Negative Exact
Match”
Add relevant keywords into backend keywords
Rinse and repeat
*** Daily budget doesn’t always equal max daily spend-if you campaign is
running then Amazon will aggregate where possible
Monitoring

56. Strategies

57. New Product Strategy 1 – After at least 1 review
-Run Auto to determine keywords
-Add keywords as Exact, Phrase & Broad in
Manual Campaign
-Continue Learning & Tuning
-Set Bid to achieve Position 2 or 3
-Monitor and adjust

58. New Product Strategy 2 – After at least 1 review
-You know your product
-Create a manual Auto campaign
-Add keywords as Exact, Phrase & Broad in
Manual Campaign
-Set Bid to achieve Position 2 or 3
-Monitor and adjust

59. • First product above – 25 days live – PPC live 21 days started with one
review
• $3,350 Ad spend converted to $23,000 of sales
• Ad spend helped promote Organic position
• Organic sales $10,000 over same timeframe, total sales $33,000
• Overall Ad costs running at 10% of revenue
• Product priced to absorb these costs in planning
The Holy Grail Part 2

60. • Third product above – <5 months live – PPC live started with one review
• $20,000 Ad spend converted to $104,000 of sales
• Ad spend helped promote Organic position
• Organic sales $68k over same timeframe, total revenue $172,000
• Overall Ad costs running at 11% of revenue
• Product priced to absorb these costs in planning

61. Myth Busters

62. “You need 10
reviews to turn
on PPC”

63. “You need to
occupy the
no1 position”

64. “you need
1000’s of long
tail keywords”

65. Optimisation (Tips Part 1)
• Test One Thing At A Time
• Allow at least 7 days - Unless It Is
Tanking
• Price optimise -Up and Down
• PPC Titles - 34 Characters To Look
Your Best

66. Optimisation (Tips Part 2)
• Image Testing and Rotation
• Test bidding positions
• Relevance - Searching All Keywords
Manually
• Manage Your Own Phycology

67. Future Predictions
• Day Parting
• Geo Targeting
• Quality Scores
• Bidding Engine

68. Thank you
anthony@theamazonseller.com
danny@theamazonseller.com
richard@theamazonseller.com
theamazonseller.com
facebook.com/groups/Amsters
meetup.com/theamazonSeller_UK
meetup.com/theamazonseller_SoCal
YouTube/C/theamazonseller

69. Glossary Of Terms
Other useful notes and terms…

70. Wanky words you must remember
PPC – Stands for Pay-Per-Click
whereby the advertiser only pays when
the end user clicks on your ad.
Campaign - Is the upper structure to
managing your ad groups, keywords
and bid settings.
Keyword – A word or phrase used in a
Campaign’s ad group to bid and appear
on the search pages on Amazon.
Match Type – Amazon uses three
including; Broad, Phrase and Exact
(discussed later).

71. Wanky words you must remember
Ad Group – This is used to manage
your keywords and bid data.
Ad Position – The order in which your
ad appears on Amazon.
Bid – The amount you determine in
your chosen currency in the attempt to
present your ad to the ad auction.
Cost-Per-Click (CPC) – The amount
the advertiser pays on any given
keyword phrase.

72. Wanky words you must remember
Long-tail Keyword – These are longer
keyword phrases (3-6 words) and
normally cheap as chips. When
working well, you can reduce your
conversion costs and improve ACoS. In
some cases, they provide incremental
conversions over time.
Head Keywords - These are the most
competitive keywords often 1-2
(sometimes 3) words as a phrase that
generate a lot of search volume. These
tend to be (much) more expensive than
Long-tail Keywords.

73. Wanky words you must remember
Negative Match – Will omit the ad
from being displayed if the search term
contains a certain keyword based on
its determined match type.
Average Cost-Per-Click (Avg CPC) –
Average CPC is calculated by dividing
the total cost of your clicks by the total
number of clicks.
Conv. - Conv. is short for
'Conversions'. Conversions are divided
by clicks, which represent the rate at
which a click on your ad resulted in a
conversion (sale).

74. An auto campaign is an “Automatic”
campaign whereby Amazon will use the
contents of your listing to present you
keyword phrases it feels is the most
relevant to your campaign- (when it
works )
The difference between an Auto and Manual campaign

75. A manual campaign allows you to
determine the keywords and bid at
keyword level. Thus, giving you much
more control over you spend and bid
strategy.
The difference between an Auto and Manual campaign

76. Bid + (In Amazon’s own words)
“Bid+ is a setting in Campaign Manager that
helps increase the opportunity for your ads to
show in the top of customer search results. ”
“When Bid+ is turned on, Amazon will
increase the maximum bid for your ads that
are eligible to appear in this placement.”
“You can turn on Bid+ for any manually
targeted campaign. If your ad is not
eligible to show we will not increase your
bids..”