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*Time stamps for this video*
0:31 What does PPC stand for?
0:49 Where do ads show up on Amazon?
1:56 The 2 situations to use PPC ads
3:59 Manual vs automatic campaigns
6:23 Understanding the statistics Amazon shows you for PPC
*All 5 video parts*
1. The fundamentals of PPC, updated for 2019
2. How I lower the cost of my PPC to rock-bottom levels
3. Using PPC to launch products incredibly effectively
4. Picking a product, then creating 3 PPC campaigns for it
5. Creating a PPC campaign in Seller Central step by step
*Full 5-video outline*
1. The fundamentals of PPC, updated for 2019
a. What is PPC?
b. Where does it show up?
c. 2 times to use PPC
i. Launching your product – goal is give Amazon data that
your product converts ]well
ii. During normal sales – goal is to run any ads that are
profitable
1. Sometimes ads just aren’t profitable, that’s fine.
d. Manual vs automatic campaigns
i. Automatic campaigns – Amazon chooses where to show
your ads based on the keywords in your listing
1. I never, ever do automatic campaigns because they waste
so much money targeting stupid keywords
ii. Manual campaigns – You choose where to advertise, you
can choose keywords or competitors’ products
1. I use Helium 10
e. Understanding the statistics Amazon shows you for PPC
2. How I lower the cost of my PPC to rock-bottom levels
a. Let’s start by understanding how PPC cost work before we try
and lower our cost
b. Ads are a supply and demand market
c. Ads are only charged when a customer clicks on your ad
d. HOWEVER, AMAZON ONLY CARES ABOUT total profit earned
i. Total profit earned = CPC * frequency of a click
ii. Total cost to you = CPC / Conversion rate
e. 3 options to decrease cost
i. Get your ad clicked on at a higher rate
1. Change your title or first picture
ii. Get customers who click your ad to buy at a higher rate
1. Optimize your listings
2. Example: student went from losing $40/day on PPC to
having her first $1,000 day two weeks later because of a
better optimized listing.
iii. Advertise on more relevant keywords – this affects i and ii
1. When you search a keyword, do products mostly similar to
yours show up on page one?
f. These 3 strategies are the only way dramatically reduce your
ad costs. There are some other tricks, but none come close to
being as powerful as these are.
3. Using PPC to launch products incredibly effectively
a. Choosing the right keywords to advertise on – short tail vs
long tail keywords
i. Short tail – broad keywords that still describe the product,
only a few words
1. EX: Blender
2. Customers are searching for a product they want, but
don’t know exactly what they want
ii. Long tail - specific keywords that describe multiple parts
of the product, 2+ words often more
1. EX: 9-setting blender
2. EX: high powered blender
3. Customers know exactly what they want to buy. They’ve
also moved passed just shopping around and they’re
likely ready to buy.
iii. Long tail keywords are where the money is at
b. 3 campaigns well run at launch
i. Manual – short tail keywords
ii. Manual – long tail keywords
iii. Manual – competitors’ products
4. Picking a product, then creating 3 PPC campaigns for it
a. Product: hand blender that blends 40% faster
b. Tool 1: Helium 10 Reverse ASIN: reverse search your top
competitors and see what broad keywords to advertise on
c. Tool 2: Helium 10 Magnet – Look up the market and use the
search function so see if there’s any search volume for your
long tail keywords
5. Creating a PPC campaign in Seller Central step by step
a. Match types
i. Broad: Contains all the keywords in any order and
includes plurals, variations and related keywords. Way too
broad to be effective.
ii. Phrase: Contains the exact phrase or sequence of
keywords. Can append other keywords before or after. Not
too restrictive, not too broad.
iii. Exact: Exactly matches the keyword or sequence of
keywords. I use this often too, though it is very restrictive.
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