Amazon PPC Ads Launching Basics Tips & Tricks (Part 2)

 Amazon PPC Ads Launching Basics Tips & Tricks (Part 2)

In sequence, As we leave our topic on budgeting allocation, now By plunging deeper, you should have the recognition of the plan for the first three months. Most common mistake, we do unconsciously that we spend heavy money on the auto and manual campaign even our product is not in retail ready state. Please keep in mind, at first you should start with the exact manual campaign with a minimum daily budget of $15 USD.

Now the question arises why I say this.

Because We're not allowed to dive until we have the lifeboat. Therefore, first of all, you need to bring your item into ready retail condition. please note that the retail checklist is referenced below:

• SEO Title and Description
• Colorful life images and video
• At lest 1o to 15 reviews in pocket
• Rating should be above than 4
• Inventory is in stock
• Optimized Enhance EBC Content.

From above description, it can be evaluated that we can get all the things except review and ratings.

Yes, it’s necessary to when your inventory is about to amazon warehouse evaluation. you must immediately apply for the Amazon vine program, while the available inventory goes to the Amazon vine community as gifts for in return of reviews.

So far, what we need to do is limit ourselves to the small budget outlined above until we are in a position to aggressively advertise. Once, you have 3 to 4 reviews published by Amazon reviewers. Then you need to upgrade your budget up to 30 percent of the total budget and unlock the auto campaign with a low auction that would be from the minimum 0.35USD.

Now, you have the question in mind, why not the Manual Broad and Phrase because they do not progress on the low bidding as affective as the automatic campaign do. In addition, the automatic campaign is self-driven by Amazon itself based on their customer evaluation logarithm according to your list content. 

Believe me, it's the best way to capture the relevant audience. The most common mistake people make is that they add negative targeting before start the campaign that would put the negative impact ahead of it worth making the appropriate optimization.

However, you may add the negative keyword that you are currently executing in exact manual campaign. 

However, it is suggested that you do not need to add keywords in the negative target based on analytics of other softwares.

Then, in order to obtain at least 10 to 15 reviews, it would take 20 to 30 days. Therefore, it is worthwhile not to go aggressively until you are ready to go aggressively on ppcs advertisements.

Once you touched the mark of 10 reviews only then its time to open the new wide of manual broad and phrase campaign. 

Keep in mind that Campaign keywords should be the result obtained from the automated and manual exact campaign. In addition, you need to increase the budget to 25 per cent of the total daily limit and distribute in the order outlined above.

Please remember that it is the myth that few people deny negative keywords to the campaign conducted manually as a result of the auto campaign. Yes, we can take the result of good performing keywords in manual targeting But we can't take the keyword for negative targeting from the auto campaign to push into the manual broad and phrases campaign. Meanwhile, if you have experience in evaluating irrelevant keywords, it is best to add into the manual campaign as negative targeting but never add the category relevant keywords as negative targeting in manual campaign until you overviewed the results of them in manual campaign.

Once, you are tapping the manual broad campaign, it's suggested that you should add the modified keywords or long tail keywords. Modified keywords restrict the manual broad campaign to the most relevant audience as per specific keyword. For phrase campaign, it’s better to add category keyword and long tail keywords.

For Manual exact campaign, you always need the superlative category keywords plus brand keywords. Don't worry, it will increase your ACOS because of the high bid for the brand keyword, but it also has value for your brand and will eventually improve your ranking for a second buyer to search for your brand keyword.

 

To be Continued...

 

By Junaid M.

Amazon PPC Ads Launching Basics Tips & Tricks (Part 1)

Amazon PPC Launching Basics Tips & Tricks

 

 

It's a myth for launching any product into the amazon market. However, it varies depending on the size of the product, profit margins, market niche and competition.

However, today on this topic, I will cover generic strategy for any product launch that would be very useful to any reader.

First thing, you should keep in mind that if you are already selling on Amazon then it would not be very difficult for you to launch any new item to the customer because, you have already built the good reputation in the market and you occupied the most loyal of the customers, which will be helpful to the new product launching. Afterwards, you should not be very concerned about the retail ready status of the item, if you are dealing with variations. you can go aggressively on PPC because you hold on to the Reviews and Rating on your side. However, with a similar scenario, if you launch the new product of the same brand with a totally different class/ variation which amazon didn't consider it as variation more or less Then it’s like a cat on the bell, one may say that it would be less difficult to throw because You already build brand reputation and carries some loyalty of the customer, although you need to put the item in retail ready state and initially, you can't go aggressively on PPC ads.

The third category, which is the brand new launch, for which we should concentrate today. Keep in mind, for this purpose, you should have the PPC ad roadmap and strategy to counteract the market and competitors.

 

Budget of the campaign:

From my experience, I suggest that you should keep the total budget you will spend on PPC ads set aside and put it in the split segment for monthly expenses. I have known that most people, do not spend on PPC due to fear of the most risk of spending until they have got the return on investment. It's good to spend when you know that your item is performing well, but keep in mind that you can’t win the audience until you didn’t approach and convince them enough. Therefore, it is necessary to put aside your space budget as you will spend. No matter what the outcome would be because this is the first lesson you need to learn that you cannot win until its over.

Keep in mind that setting aside the budget is the phenomenon, when you have an idea, where you will spend.

 

Now, just split the budget campaign wisely...

 

For the auto campaign, our strategy is simple to adjust the daily budget 15 percent of the total daily budget. However, for a Manual campaign with broad and Phrase subgroup our budget should be 30 to 35 percent of the total daily budget or double of the auto campaign overall, and for the exact group our budget should be the 55 percent of the total daily budget.

 

Keep in mind that we primarily use the same sequences for the bidding strategy.

 

By JMG 

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Amazon Fulfillment Center Detail Overview

 What's is Amazon Fulfillment center.?

Its amazon storage warehouse in marketplace.

Fullfilment Fee: Its amazon rate for fulfilling the order in the light of shipment size or we can say that it’s the fee for order pick and pack in regards of the shipment.

How do I find my Fulfilment center ID for my Inventory.?

Whenever you attempt to create a shipping plan, you will get instructions from the execution center by named of FC ID, which displays the specific execution center of amazon as mentioned below in the screenshot.

Shipment ID & FC ID are highlighted above in Screenshot.

Otherwise, you can find the location of the FC using help from Amazon to search for the location of the FC ID. Please find the FC ID Detail.

Now a day, Amazon will split your inventory to allocate space to different FC centers according to thier space. In the meantime, you will receive notifications with respect to FC details during the completion of the shipping plan. 

How Amazon Carrier help you to reach your inventory towards the specific Fulfilment center.?

Most important thing is that don't bother by Amazon carrier partner alike ups BECAUSE when you create the shipment plan than Amazon knows that the seller will send us the specific limit so far they create the ups tracking label in case sequence.

What you have to do just hire the freight forwarder and asked him that when your inventory reached at American port Dock then take the appointment with UPS services by giving them reference of the tracking ID or you should yourself take the appointment of ups by picking the inventory from the dock.

I hope that would be understandable for you.

By: Junaid Masood 

Amazon FBA PL Basic Knowledge & Terminology

 

Amazon FBA PL Basic Knowledge & Terminology

What is Amazon.?

 

 

It's an internet-based enterprise that sells either directly or through a middleman between other retailers. In a broader sense, we can also say that it is a search engine where sellers meet buyers and buyers meet sellers for goods and services.

 

Fullfilment Center: Its amazon storage warehouse in marketplace.

Fullfilment Fee: Its amazon rate for fulfilling the order in the light of shipment size or we can say that it’s the fee for order pick and pack in regards of the shipment.

Referral Fee: It’s the referral fee that is based upon the product base price. Most probably, referral fees are different for different categories. However, it lies b/w 8 % to 15% of the item price.

Storage fee: It’s a storage fee for the seller through Amazon's FBA model for facilitating their inventory in the Amazon warehouse.

Long-Term Fulfillment Fee: Amazon charges you the fee if your inventory is aged or older than 360 days.

Amazon Liquidation Inventory: It’s a process that Amazon does offer to its sellers for excess or unsellable inventory to create the fulfilment order so that Amazon can later liquidate your inventory, provide you with the recovery value, and charge you their fee for the whole arrangement.

FBA: The full form is fulfilled by Amazon, including all the labeling, handling, storage, and delivering.

FBM: Full Form is fulfilled by the merchant, whereas the seller himself handles all the handling, labeling, and deliveries and keeps updating Amazon by maintaining their book at Amazon.

Amazon Revenue Calculator: It’s the way to determine the product cost and its net profit margin before touching the marketplace to sell. However, we can also say that it’s the estimates fees to check for FBA/FBM to sell on Amazon.

Amazon Standard Identification Number (ASIN):

ASIN is specifically assigned to products by Amazon for identification purposes. It would be similar to the UPS/EAN for the product at the Amazon fulfilment center.

Amazon Shipment Rate Model: Amazon provides the two shipment based models as mentioned below:

Per Item/Weight-Based: Shipping rates are according to the per item weight.

Price Banded: The shipment rate is determined according to the item's total price.

A9 Algorithm: It’s the system that determines how your products appear in Amazon's search engine. It depends upon the different factors. A few main points are listed below:

• Listing Title
• Listing bullet points
• A Plus Content
• Product Images/Videos
• Review /Ratings of Product
• Competitive Price
• listing keywords, indexing, and many others, etc.

 

Account Health: This is the seller's performance that indicates where you stand in the eyes of Amazon or the buyer.

Moreover, It depends on the three things mentioned below:

• Customer Service Experience
• Policy Compliance
• Shipping Performance

Customer Service Experience (CSE): It holds the buyer's overall analysis of your services and goods, for example, the order defect rate, negative feedback, or any refund claims by the buyer.

Policy Compliances: It is the Amazon terms and conditions for sellers to maintain discipline and quality assurance, whereas any breach of the general seller agreement can’t be committed.

Shipping Performance: It reflects the seller's shipment performance in terms of late shipment, valid tracking rate, and pre-fulfillment cancellation rate.

 

Inventory: It’s the amount of the goods/product available to ship. It should not be in excess, nor should it be in shortage.

Index Performance Index:

Short Form IPI, it’s the indicator the gauge seller overall inventory performance. It depends upon the inventory condition, excess inventory percentage, FBA sell-through rate, stranded inventory percentage, and FBA in-stock rate.

Standard Inventory: It’s the inventory at the Amazon store that needs to be fixed to make it sellable.

Unfulfillable inventory: it’s the inventory that is damaged and not in a condition to sell again.

Dispose off: It’s the option that Amazon gives you to destroy your inventory in the case of unfulfillable inventory. However, Amazon charges a minor fee for doing so.

Return to Address: It’s the way Amazon allows you to return standard inventory or unfulfillable inventory to you on demand.

 

Amazon Promotion Type:

From time to time, Amazon allows its sellers to promote their products with deals, on special occasions, or by continuously providing coupons and promotion offers to grab market share. There are four types of offers, as mentioned below:

• Deals
• Coupons
• Prime Exclusive Discount:
• Promotions

Deals: it normally includes promoting your product on a specific deal page in consideration of the Amazon fee for the deal.

Coupons: Amazon continues to provide you with a way to promote items through coupons. Amazon also has a coupon page, where all the items are displayed with a coupon tag discount. However, Amazon charges a coupon fee per unit ordered.

Prime Exclusive Deal: Amazon continuously provides you with the Prime Exclusive deal, whereas, you can offer discounted rates to Amazon Prime customers. There is no fee for the Prime Exclusive Deal.

Promotion: It works in the same way as the Prime Exclusive Deal, but it is open to all Amazon customers as well as other platforms on social media to attract traffic and convert it to the Amazon product detail page.This is absolutely free to enrol in.

A/B Testing:

It's a way to experiment with the main image, A+ content, bullet point, and title of the product that carries the most popularity among customers to win buyer favour for sale conversion.

Business Report:

It’s a way to detect the seller's performance, either sale-wise or buyer-session-wise.

Subheadings of the Business Report:

• Page View: The number of visitors to your Amazon store. However, Amazon considers each store as a different page, so far, wherever customers visit more than one store. Each will be considered as an individual page view.
• Session: It’s a set of user interactions with your Amazon page in a certain time frame. However, this user would go to your multiple Amazon stores for different products, which would be considered a different page impression but considered as one session.
• Order Session Percentage: It’s the indicator that shows how many orders were placed with the number of unit sessions in a certain time frame. The order session percentage is also considered the conversion rate. It is calculated as (number of unit sessions)/number of ordered.

Basic Amazon Ads Terms:

As a big platform, Amazon does organise its system, whereas every seller gets the Amazon Ads programme to promote their product in terms of the competition by targeting a specific keyword, category, or competitor product. There are a few subterms that would help you understand Amazon advertising metrics, as mentioned below:

• Placement: The place where Amazon advertises your product on a specific query or page.
• Budget: The specific amount that you are willing to pay to promote your product.
• Bid: The amount the seller is ready to pay for the shopper to click on your advertisement.
• Cost per click (CPC): This is the average cost you are paying each time shoppers click on your ads.
• Cost-per-thousand impressions: the average cost you pay to deliver 1000 impressions of your ads.
• Advertising cost of sale: It’s the indicator that reflects the ratio of your total spend over the total attributed sales during that period. It's better to draw the thin line of your ACOS before setting your profit margins.
• Click through Rate (CTR): It’s the ratio of the total number of clicks to the total number of impressions during that time. It's good to have a CTR greater than 25 % in terms of the visibility of your product.
• Impression: The number of your ads that pass through the eyes of the buyer.
• Return on ad spend (ROAS): This is a measure of how much you earned for every dollar spent on advertising, or it is the ratio of total attributed sales to total spending.
• Return on Investment (ROI): This is measured by the net profit gain divided by the cost of buying the item.

 

Brand Advertising Category:

• Sponsored Ads: It’s a way to promote the individual products you sell on Amazon.
• Brand-Sponsored Ads: More specifically, it’s an additional feature of sponsored ads that promote your Amazon brand store dashboard.
• Sponsored Display Ads: It’s a self-service that Amazon provides to help reach the relevant audience on and off the platform.

 

• Automatic Campaign: It's for the beginner, who don’t have the product research and market analysis with respect to competitors and the right audience. As a result, Amazon determines whether to run ads on specific Amazon data collections based on product listing content. Moreover, the best practice is to run an auto campaign for a minimum of 2 weeks and then, through report analysis, check which keywords, ASINs, or categories are best for running ads in a manual campaign.
• Manual Campaign: It’s a more organized campaign, whereas sellers manually define the keyword and ASIN or category targeting.

 

Manual Keyword Targeting:

1.      Exact Match: For this campaign, exact match keywords are used to run ads that range from singular to plural and vice versa.

2.      Phrase Match: It carries the phrase match keywords in order except for prepositions in between them or prefixes and suffixes.

3.      Broad Match: This ad will be triggered by the keywords without any sense of order, except that the exact match will be included.

Auto Targeting:

1.      Closed Match: IT carries the keyword that is closely related to your product.

2.      Loose Match: The ads will be run, whereas the keyword is comparatively close to the match.

3.      Substitute Match: It’s a type of campaign that shows the ads on the detailed page of a similar item.

4.      Complementary Match: It’s a type of campaign that shows the ads on the detailed page of the complementary item.

 

Brand Registry:

Brand registry is a way to register your store on Amazon, to protect your products from hijackers or create a hike following of brand loyal customers.

Brand Analytics:

It’s a special feature given to all the brand register sellers and vendors so they can review their brand position with respect to their market share in relation to their competitors. In other words, we can also say that it’s the overviewing eye of the brand seller to watch the market more in depth.

A Plus Content:

It will provide you with a more detailed module template for your Amazon product detail page to express your story to your buyers.

Vine:

It's a programme that allows you to give away free items to the Amazon Vine community in exchange for reviews. This programme will charge you the Amazon miner fee to enroll in it.

Save and Subscribe:

It’s the way that Amazon allows its customers to save 5 to 20 percent by signing up for auto deliveries.

Backend Search Terms:

The series of keywords that Amazon allows you to add in your listing, which will later help you to search for your product using those keywords to rank and index.

 

By: Junaid Masood