Amazon Advertising 101 - The Ultimate Beginner's Guide to Structure, Research, and Optimization

[@blesswoodengravings]

If ever you create a paid PPC in-depth course from beginner to advance, I won't hesitate to purchase it!

[@mathieufigueres]

Thanks for this great video! You're running "Rank" campaigns but how do you make sure it helps your rank? How do you track your product ranking?

[@imkafka9572]

Great question

[@wearebtrmedia]

If you have a seller central account, the best way at scale would be to use Search Query performance report and track brand-share for your top keywords within your rank campaign. Brand share is a great metric because it also accounts for volume within a category. If you do not have a Seller Central account, you can rely on third party softwares or build a simple system to track WoW changes in TACoS and use that to identify changes to spend or overall sales velocity and then work backwards to identify BSR changes.

[@mathieufigueres]

@@wearebtrmedia thanks! Another option is to use a third party software that is tracking BSR evolution and search rank per keyword…

[@wearebtrmedia]

@@mathieufigueres Hi yes :) We personally prefer to use first-party data when available over third party data. What tools have you used that you find scalable and accurate?

[@mathieufigueres]

@@wearebtrmedia i think SellerBoard shows you the evolution of each asin’s BSR dod, wow or mom

[@jomzkified]

Amazing presentation. I have learned a lot of valuable insights from this. Thank you very much Destaney and Better AMS

[@wearebtrmedia]

Of course! Happy to help :) Let us know if you have any other questions!

[@imkafka9572]

50:10 can you please make a video on organic rank strategy? And where can we get the handout?

[@wearebtrmedia]

We have one :) kzbin.info/www/bejne/gHzMlGiQl6uJp7c As for the handout, here is the link - www.canva.com/design/DAFf8P54T5k/7Xg6gqYP9DKffEqPcA9-rA/edit?DAFf8P54T5k&

[@jeremy_317]

Great video! What is your personal experience using a PPC software (bid automations) vs bulk uploads? Do you still use your own bulk operations? Having a debacle with using/trying to transition from a time-sufficient to data-sufficient model of optimization frequency. Coming from a brand owner and running my own ads, cannot thank you enough for your help and videos (along with being on other podcast as well)!

[@wearebtrmedia]

Hello hello! We used bulk up until around 50 million in spend under management. So it is definitely scaleable if you have the macro / excel capabilities! (Now we use our own software) That being said, there are definitely advantages to using software nowadays. For example, this past year, Amazon rolled out "Amazon Marketing Stream" which gives us hourly PPC data for the first time ever! But this is only available through the API, which means you would need a software for this. Using a software will also open up better visualizations and market insights relative to ad console. But most of the softwares will cost you around 3-5% of spend so I would say it depends on what you are looking for.

[@wearebtrmedia]

www.linkedin.com/feed/update/urn:li:activity:7054474462645129216/ This post could help filter out the noise :)

[@jeremy_317]

Thank you!@@wearebtrmedia

[@tylerrodriguez4648]

Is there something about your prime day strategy I don’t see it in the handout

[@PPCJumpStart]

Nice presentation, learned a lot. At 31:00 you share a SB campaign running at high acos? Is this purely to grab market share, because SB campaigns don't provide as big of ranking boost as SP campaigns do.

[@wearebtrmedia]

Great question! It does not provide as much of a ranking boost, but it still drives volume. So when we have the budget, we run SB in coordination with our SP rank strategies. Also, this brand measures success by New to Brand metrics, so SB is a strong awareness play for us where we can use Impression Share to gauge performance :)

[@zelim9863]

Hi Destaney, great content as usual! where can I download PDF you mentioned in the email? Thanks in advance

[@wearebtrmedia]

drive.google.com/file/d/19MTAxbEaW-vLc2iadGo3WgZSDk198Hcq/view

[@zelim9863]

@@wearebtrmedia you are the best!!!!

[@zelim9863]

@@wearebtrmedia Hi again 😀I have a question "34:10" : by using broad, phrase and auto campaigns for making evergreen keyword research , how do you define which match types you will utilize for those search terms?

[@wearebtrmedia]

@@zelim9863 Hello! If we have the budget, and wiggle room with ACoS / RoAS, we will run the new search terms in all match types! This way we can find even more longtail terms from the new targets. IF we are ONLY focused on profitability, and have a small budget, we will only run the new search terms in exact match, so that we have more control over our spend and our bids.

[@zelim9863]

@@wearebtrmedia thank you very much!

[@zoltanczere]

Do you increase bids for high converting super-low search volume kws as well? Ie. If a kw has only 100 searches a month is it really worth going after it by increasing its bid? Whats the threshold you have for search volume in these cases and why?

[@wearebtrmedia]

Yes to raising bids on all things that are high converting and within ACoS / RoAS targets. But I'm not sure search volume should even matter here? If it has low search volume, then I am not going to get many clicks regardless. And if I do get clicks, they are usually going to be cheap due to lower competition typically, so it does not hurt anything. We rarely consider search volume when making bid optimization decisions since search volume is something we cannot control and it has little effect on keyword performance.

[@rebeccarebecca4133]

QQ so for variations, do we still launch induvial campaigns instead of group them together into one campaign? Thank you

[@wearebtrmedia]

Depends on if they have high volume, different searches. Vanilla protein VS chocolate protein will have vastly different searches and conversions, so we may break them up for more aligned budget distribution.

[@JessicaBoehmPPC]

Where is this pdf? please help

[@wearebtrmedia]

drive.google.com/file/d/19MTAxbEaW-vLc2iadGo3WgZSDk198Hcq/view?usp=share_link Hope this helps!

[@NarLiu]

I have a tiktok account with 1200000 followers, how can we work to promote on amazon ?

[@humble3788]

Hello, where can I find the handout resource?

[@wearebtrmedia]

www.canva.com/design/DAFf8P54T5k/7Xg6gqYP9DKffEqPcA9-rA/edit?DAFf8P54T5k&

[@PPCJumpStart]

@@wearebtrmedia it seems like the one attached is a pdf canva, and I couldn't click any links. do you have a link to all the resources mentioned in that pdf?

[@wearebtrmedia]

@@PPCJumpStart Hmmm try accessing through this google link - drive.google.com/file/d/19MTAxbEaW-vLc2iadGo3WgZSDk198Hcq/view?usp=share_link