What if an advertising campaign on Amazon could generate you $1800 in sales on any given product? If you think because you sell wholesale that PPC isn’t for you – think again. In this episode of Amazon Seller School, PPC Amazon “maestro” Bernard Nader walks us through everything you need to know about advertising on Amazon. From keywords to phrase campaigns, we’re diving into it all so you can boost sales and build an unbeatable business. Stay tuned.
First things first, you must determine your break-even number. In other words, how much money do you need to spend on advertising (your “a cost”) to generate a sale? Your margin here will determine which campaign strategy to apply. So let’s get into it!
Let’s say your margin is above 20%. If you’re looking at automatic campaigns, you’ve got two options: Catchall and per product.
In a catchall campaign, throw all of your products into one campaign. Amazon will collect data and help you determine which keywords are causing conversions. Bernard recommends spending a minimum of $10 per day and making sure your results aren’t showing up in irrelevant searches. An important note – Bernard cautions against using negative keywords here as they’ll eliminate both the singular and plural version of the word or phrase.
When it comes to data, you’ll want to head to Seller Central –> Advertising Reports and download the excel spreadsheet containing your data. Software systems like Ignite and Helium 10 are great for condensing data into readable formats.
Finally, when you’ve got your data, remove keywords that aren’t working.
Another auto campaign involves separating products into different ad groups, using a slightly higher bid than you used for your catchall. A benefit of per product is the ability to target more specific keywords. After letting the campaign run for 2-5 days, check your data to make sure you’re generating a profit and then reassess.
Next: Broad Campaigns
If you’ve found keywords that consistently convert, move them to a broad campaign. In your broad campaign, use a maximum of 30 keywords. In fact, the fewer keywords you’ve got, the more you’ll understand what’s working and the less you’ll eat up your budget. If you see several search terms working really well, create a top phrase campaign. Bernard recommends staying away from exact matches until you really know your stuff as they’re very expensive.
Once you understand what’s working, leave what’s working in the campaign and move what’s not to another campaign that can be used for research purposes. Why? Amazon favors more seasoned campaigns so you’ll want to keep what’s working on your original campaign that’s already banked some time. Bernard also recommends waiting one month before switching into a phrase campaign. You need to let your campaigns run for a bit if you want meaningful data.
What If I’ve Got Small Margins?
If you’ve got margins under 20%, start with an automatic per-product campaign and simply wait longer for your data.
Hopefully this gave you the confidence to jump into PPC advertising. Some final thoughts from Bernard: check on your keywords often, remove ones that aren’t working, and when it all becomes a hassle, get help! Bernard offers one-on-one coaching and a free PPC ebook perfect for wholesale sellers.
So get started on PPC today and, as always, happy selling everybody.
Resources From This Episode
- Bernard’s Website PPC Maestro
- Bernard on Facebook
- Bernard on LinkedIn
- Contact Bernard!
- Grab a free PPC eBook
- Helium 10
Outline of This Episode
[00:00:00] Todd’s introduction to this episode
[00:03:58] Meet Bernard
[00:06:18] The importance of breaking even
[00:08:29] Start your auto campaign with a catchall
[00:23:59] All about per product campaigns
[00:28:16] Moving into a broad campaign
[00:40:46] Advertising with small margins
[01:00:34] Todd’s closing thoughts on this episode
Should a wholesale Amazon seller do advertising PPC. It’s not really something we think about in the wholesale world, but today I talk with a Bernard who is a PPC, Amazon expert, and we lay out a perfect plan for wholesale sellers to make more money using Amazon advertising. Stay tuned,
Welcome fellow entrepreneurs to the Amazon Seller School podcast, where we talk about Amazon wholesale and how you can use it to build an eCommerce empire, a side hustle or anything in between. And now your host, Todd Welch.
New Speaker (00:00:40):
What’s up everybody Todd Welsh here from the Amazon Seller School, and welcome to episode 30 of the Amazon Seller School podcast. Today, I sit down with Bernard, who is an Amazon advertising expert. Now, when we think about advertising on Amazon, usually we think about Amazon private label products, and that’s where a majority of the advertising spend happens. But there’s a lot of things that you and I as wholesale sellers can do in the Amazon world to advertise and get a lot more sales for our products. So we really dive into this, like in depth the day, like step by step. So if you’re not familiar with Amazon advertising, you’re going to get a lot of benefit out of this, but some of it may go over the top of your head. So you’re going to want to listen to this maybe two or three times and continue researching and learning more about advertising to really understand this stuff.
But we also break it down for even the basic beginner. So you can get started with an advertising campaign that is probably going to have immediate results for you and start making money right away. So you really going to want to pay attention to this, the show notes and the links for this episode, because Bernard actually has a free ebook that you’re going to want to pick up as well. And the links for that are going to be in the show notes that amazonseller.school/ 30, but highly recommend you listening to this complete. And maybe even less than at two or three times, I am going to have to listen to this again, because even though I’m familiar with advertising from my private label products and doing some with wholesale, I picked up a lot of really great tips on this. I think this is going to be one of our top episodes out there.
So definitely stay tuned and check this out. Again, amazonseller.school/ 30 for the show notes and all the links, but without further ado, let’s go ahead and dive into this episode with Bernard.
New Speaker (00:02:48):
All right, what’s going on everybody today? I have a PPC, Amazon advertising expert. His name is Bernard Nader. He’s got a bachelor’s in computer science from Florida international university, which is pretty cool. I have a background in computer science as well. Then he’s also got a bachelor’s degree in electrical engineering from the university of Miami and started selling on Amazon in 2016 and learned a ton about advertising, helping other people, doing it for his own products and things like that, which has led him into the world of helping other people with PPC. So I wanted to bring him on today because in wholesale, we don’t necessarily think about PPC and advertising on Amazon a whole lot, but there’s a whole world of things that we can actually do to build our sales, get more sales by doing some advertising. So Bernard, I really appreciate you coming on the show. Why don’t you share a little bit more about your background and how you got into the advertising world?
Sure. Thanks for having me, Todd. I appreciate it. It’s my honor. So,umy background, like you said, is engineering and computer science. I started an Amazon in 2016 when I launched my first product. I took,uprivate label courses and all that, but none of them had anything about PPC back then. So I had to learn this the hard way. I think I launched the right product. Everything was perfect, but I couldn’t get anything ranking on there. So I’m like, man, there’s gotta be a way to figure this thing out. So I did a lot of investigation. I did a lot of research and it turns out that if you can rank on page one, position one, two, five for a lot of keywords, then you’ll do really well on Amazon. So that’s what I’ve been working on in the past three to four years, like perfecting. And I think I have some really good tips for you guys today.
Looking forward to it.
New Speaker (00:04:50):
Yeah, for sure. I mean, I do a little bit of PPC myself. I started in a private label, you know, just like you did and did also retail arbitrage. I actually started in retail arbitrage, I guess, led me to private label and now to wholesale. So I definitely know a little bit about the advertising world for private label and do a little bit in wholesale. So really looking forward to kind of diving into your ideas because you know, I do a little bit of stuff that I’ve like heard here and there, but I am definitely not an advertising expert. So why don’t we go ahead and just dive right into that world? Should someone selling wholesale selling other people’s products? Our margins are, you know, if you’re doing really good, maybe around 24 to 30%, possibly down to even 15 to 20%. So is it even worth us doing any advertising?
My answer is yes. Okay. So I have a broken down system for you guys, like a quick three step process where if you’re doing over 20% of margin, you want to try one strategy. If you’re doing under that, you want to try another strategy. So I want to go into each one of them separately and tell you that a little bit of the differences between them. And if you have any questions, meanwhile, just feel free to ask whatever comes to mind there. Todd, you just ask.
New Speaker (00:06:17):
So where do we start?
We start basically by number one is break even ACOS. And this is so basic, but so many sellers miss on this. They don’t understand that if you don’t get a clear idea on what your profit margin are, you cannot make understand if you actually making or losing money. So step number one would be figuring out your break, even ACOS
Now a lot of sellers do this manually, which I think is a mistake because there’s so much going on on Amazon that I would want to pull up records and reports and returns and reimbursements and all that stuff. I like using a software. What I would recommend is Fetcher.
New Speaker (00:06:57):
Now before we go any further for people who aren’t familiar with ACOS and PCOS, can you explain exactly what that is?
Right. So ACOS is advertising costs of a sale. So basically how much money does it cost you to get a sale on Amazon? So if you’re selling a product for $20 and it’s costing you five and the ratio of that would be your ACOS in percentage. Right? Simple as that. So like I was saying, figuring out that number is like essential to your success on campaigns.
So once you figure that out, let’s suppose that you said a good number would be like 25% or so you said right. Roughly for ACOS break even, I guess your break even profit or ACOS.
New Speaker (00:07:48):
Yeah, yeah, yeah. That would probably be around breakeven 20, 25%.
Okay. So let’s take it’s 20% is your break even. So you cannot afford to spend more than that to make actual money. So what you’re going to have to determine now is what I call the target ACOS. So you’ve got to have in mind on number of course, below that. So it could be profitable or depending on your, what your, campaign goal initially would have to be break even in my opinion, as you can expect right off the bat to be making kind of big money on this, you got to pay for the data and let the data tell you what direction to go.
Right. So initially I would have like definitely auto campaigns, we would have like a, let’s say your break even is 20, or you’re aiming for 15, for example. Right? So if your ACOS is 15, you’re profiting 5%, right. Or that makes any sense so far. Okay. So the strategy I would recommend for, if you’re doing above 20% is two types of auto campaigns. If you have one of them, You would have what they call a catch call. Meaning if you have like 30 or 50 different products through all of them in their one campaign. So what that does is it pulls data. The platform looks for keywords that you could be ranking for. It could be potentially relevant to whatever you’re selling, right? So it pulls all that stuff and it shows your ad. And it’s going to gather data that you could use later on to figure out what’s working.
And what’s not right. This is a question there because I was actually,utalking about this on one of my Facebook groups. And someone mentioned, cause I have about 300 products that I am carrying. Uhe was saying, you know, I don’t know if it’s a good idea to put them all in one, because it’s going to be hard for Amazon to figure out what to display when and for what keywords and stuff like that. Do you think that’s true or is Amazon systems smart enough to know that products are all different and target individually for each individual product? Okay. I would say I agree. Yes, it is true. But in your guys’ case where you don’t have control of the listing itself, you cannot change anything. So you don’t have control of what keywords you’re going to rank for. You don’t as private sellers, you do, you could change all that stuff, the backend and all that.
But as a wholesaler, you can’t do anything about it. So you don’t have a choice there. Really? Yeah. There’s some things that we can change. I do change quite a few different listings. It all depends. If it’s Britain not brand registered, right. Usually change stuff. Sometimes you have to get the help of seller central and stuff like that. But yeah. I definitely know what you’re saying. Yeah. So it is, it makes sense. Yes. But on the other side, you don’t know really until you try it pretty much. It’s just you, but the idea behind this is it says extremely low bid campaign, right? It’s say 15 to $20 a day, but the bid is extremely, it’s definitely lower than any other campaign you’re going to be bidding on. Right. So let’s, let’s assume your cost for click on anything else is like 20 cents. This one would be like 10 and six.
So it’s like extremely low. So it’s not going to cost you much to get the data, but that’s, that’s a campaign that should be letting run for a long time. Cause it’s gonna take some time, but it’s gonna give you like really, really cheap, very cheap clicks and sales. Right. So that’s the idea behind this. So, and then you also also have the ability to shut down whatever product is not working of course. Right. But the idea is to initially start with all them into one campaign.
Okay. So start out with like a bid or a budget of say $20 a day.
I would say. Yeah. I would say depending on your margin, if your margin is extremely tight, like 20% or 20 to 25, I would say a minimum you go, you want to go in is 10 as anything below that. But to really make sense. So I like seeing $20 a day. Right. But extremely, extremely low bids though. Remember? So it’s not, you’re not necessarily going to hit that budget. Right? The bid that low, depending on how much traffic, you have 300 products that could add up. So you gotta be careful with that end, and make sure you check on it every couple of days, make sure that you’re not showing up for stuff that are not relevant. Right. As soon as you make sure that, then it should be fine. You know, I wouldn’t,
I was thinking, you know, do like a bid of like a hundred dollars a day. Does it, does that or not a bid, a, a budget? Does that budget affect anything? I mean, I’m, I’m not gonna probably reach that a hundred dollars per day, but I’d like to have it that, you know, if I have an eight cost of 5%, then spend as much money as he possibly can.
No, for sure. That makes sense. But initially you don’t know, that’s the thing. Yeah, definitely. If it’s working then increase the budget. Absolutely. I would not mess with the bid. I will increase the budget. Right. Maybe if it is working, you’re getting like a 5% of the costs or somewhere there re way lower than your target then. Yeah. For sure. If it’s some budget working, given budget. Yeah. Not necessarily mess with the bidding though. Right. Would it, would it make sense
To have multiple campaigns? So let’s say I add all my products to one where the 10 cent bid, $20 budget, and then I make another one at all of my products and do like a 20 cent bid and then maybe another one with a 5% bid. Does that make sense or is that
That’s a different strategy that a lot of guests, people try, like it’s called a tiered auto campaign strategy. You could try that. Yes. The idea behind this is you want to make sure you hit the budget. If you do it that way. Right. If you don’t hit the budget, doesn’t really make sense. Cause it’s going to be competing against each other, the idea behind a tiered campaign. Like this would be once one runs out of budget, the other one takes over and then you will show up in different locations. Right. Do you know how the ads where they show up right. Could be type of search. It could be rest of search, product page, stuff like that. So there, you’re just playing with placement with the auto campaign ads. Right. Does that make sense?
Yeah. That makes sense. That they’d be competing with themselves because they’re going for the same face. It could work out though that maybe like the 20 cent bid gets like mid page and the 10th bid gets bottom of the page. And I think it’s like the second or third page, if that would make any, have any benefit, but
Kind of, yeah, that’s the idea, but I want to see it hit that budget though. If I want to make sure that I am testing it correctly, I want to see like you hitting a budget on one and then the other one picks up and then, you know, and so forth. , I wouldn’t want to have more than three of those. I mean, to me two is okay. I mean, you have a two tier auto campaign where one is 20% above the other one in terms of bidding. Okay. That should take care of it. Yeah. That’s, that’s a lot of different ways to try this. Right. This is another method. Sure. But like you said, if your margins are tight, you don’t have the budget for this, then don’t do it. Right. But if you want to try and sure. It’s worth trying out again, this is all testing, you know, you could say, Oh, this works. So this guy doesn’t work for me. No. I mean, it, doesn’t not the same strategy will work for all sellers. Right. You’re going to try different things until you figure out what works for your business.
Alright, perfect. So we’ve got the 20 cent auto campaign with all of our products and like a 20, $30 budget, whatever you’re comfortable doing, maybe even 10 or whatever, the higher.
Yeah. Yeah. I mean, so for data, right. So, you know, like I said, you know, you want to make sure that, you know, you’re not exceeding your, your budget by too much. So if you’re comfortable with 10 to 20, that’s fine. Start there. Right. and then you want to be, like I said, make sure that you’re checking your testing looking at the search term results, right? You’re making sure that you’re not showing up for stuff that you’re not relevant at all for.
And if you do see these, you gotta be determined. You know, I don’t know if you want me to go into the exact thing. And the negatives you want to learn. You want me to like elaborate on that a little bit or.
Yeah, for sure. I mean you know, people are going to be in a wide variety of different experiences who are listening.
So initially right.
They can still learn and catch up.
So yeah, I couldn’t touch up on it a little bit. So you want to be careful with negative phrase and exact same things too early, because let’s assume you’re selling something that has a singular and uproar. Right. Sometimes I’ve seen that the singular search term converts and you would have the plural not converting. What happens is if you’re negative exacted, the algorithm would take out both of them.
Yeah. Negative exact thing, something you’re making sure that it’s not something that could be potentially have a plural or singular that’s converting. So you want to be careful with that.
Interesting. I didn’t know that.
Right. So the, the methodology, I guess the strategy behind this would be, you would test them separately, but you would have a single version of it in a separate campaign and you will have a plural version of it in the same campaign. So hopefully the algorithm would sell, send the impressions under the appropriate keyword. Right. So, yeah. So that’s one thing to keep in mind when you negative exacting stuff. So make sure that understand the differences or what is you look at the whole data, not just a singular search term.
Yeah. Negative exacting basically means just taking a keyword that Amazon is displaying us more in saying don’t display us for that anymore. If someone searched for that exact phrase. Right.
So let’s say I’m selling,ulike,an eraser, right? That’s like a one,ulet’s say a pink eraser, for example. Right. Uif you negative exact that, so you would, you would take out pink eraser and pink erasers as well. Okay. So if eraser is converting, but erasers is not you loose both. Right. keep that in mind, yeah. Right. Perfect then. Right. So you want to make sure once you do create that list, you save it somewhere. Let’s say you’re selling something that, you know, it’s only for pets for cats, for example. Right. And it’s also showing up for dogs. You don’t want that. So you could negative phrase dog, for example. So anything that has to do with dog will not show up in any campaign that you create in the future. So you will create a list of those and then make sure that future campaigns have them already in there as negatives.
Yes. Because the phrase, as opposed to the exact where the exact cast to be exactly what you entered the phrase is any phrase containing that word right? Or multiple.
Yeah. Let me be more, a little bit more specific. So phrase let’s take phrase, for example, phrases, let’s say pink eraser, a phrase match for pink eraser would be girls pink eraser. That will be a phrase that you could add a keyword at the beginning and at the end of it, but nothing in between except for a for. So it could be like pink for girls. For example, we show up as in there as well, the algorithm doesn’t take into account where of, for these kind of I guess additions to it, the phrase itself stays the same, but you could add at the beginning and you could add at the end, anything goes at the end. We want to get that beginning. So that’s the phrase, right? The exact is pretty much exact unless you have single and plural. Right. So pink eraser pink erasers would be also an exact, okay. And then broad would be like pink eraser and then pink, anything in between anything at the end. And then you could flip the order as well, where the phrase and exactly the order stays the same.
Okay. Yeah. It’s too bad that Amazon does that with the plural and not plural, cause I know that they say that the search results are supposed to be the same, but if you actually test it, they’re different. So
Yeah. And it also depends on the product as well. Whatever you’re selling, it’s all relative to what you’re selling. So it could not be the case in your stuff, but I’ve seen it a lot in what the brands are represent. I’ve seen it a lot. So it is something to keep in mind now,
Where are we getting this data that will tell us if we should make a negative, exact or negative phrase or something like that. So those are called search term reports in seller central. So you go under advertising reports, I believe you got to download all that stuff. So you would have it in an Excel spreadsheet of it. I mean, you gotta have some filters set up. It is kind of a process that I have automation for this. I mean, I could share with your audience if they need that, but
I absolutely. Do you have your own software or do you use someone else’s software?
I’m using my own right now. It’s not something it’s in house. It’s something I’m not selling right now. It’s not, you know, it’s just to filter out like keywords and stuff. That’s all I use it for. Like basically when I download the report, it automatically sets it in a format that I like pretty much. And everybody has their own preferences. I like seeing the data in a certain way. Right. Impressions, clicks, sales, DCOS, stuff like that. So every time you’re done with the report, you just click a couple of shortcut key or keyboard shortcuts, and then it just formats it for you. Right. So you don’t need anything additional, you see, it’s basically an Excel macro. That’s what it is. You know, you’ve been programming. So you don’t know what that is.
So if someone works with you to set up their PPC, that’s what you’re using to make the decisions, the stuff for them?
I use a lot more tools than that though. Yeah. I use that initially to audit the,uthe campaigns, their account. Yeah. I use that. And then if I do start working with them, I do use other software for automation, like controlling HEOS, keyword research. I use helium 10. I use ignite. I use quite a few different software for different purposes.
Okay. Yeah. I use ignite myself.
Yeah. I use ignite as well.
I like nice report and they have suggestions and stuff. I dunno how awesome those suggestions are, but it gives you an idea on the data. You can look at it yourself.
I’ll tell you for keyword research and stuff. I like helium 10. I like,uhelium 10 for that. But I like ignite for, I guess you would like to set up some rules for the ACOS I mean,, some rules you could set up there, but for keyword suggestions, like doing this manually and then looking for it myself. Cause it’s so depending it’s so dependent on the market and then the competition and stuff like that. So I don’t want know, I don’t want to rely on a software for that. I do look at the data, but not go by it blind. Right. So that’s the way I look at it.
Okay. Well let’s, let’s keep going down the auto campaign. So we have the auto campaign set up. It’s getting data. We can download those reports from seller central or use software, like ignite to look at the information. So what would be the next step after we’re looking at the information?
Okay. So I talked about the catchall, so you will have one of them, right? But the strategy of, if you have at least 20% of margin, you would do one catchall campaign, all your agents into one. And the second one, we would have one campaign with each product in its own ad group. And you would give that a budget as well, between 15 to $20 a day. But the bid on that one is slightly higher, definitely higher than the catchall campaign. So if you’re bidding 15 cents on the catchall this one would be like 20, 25 cents. And then again, you gotta make sure you check the data often to make sure you’re not showing up for stuff that are not relevant, costing money for no reason. Right. You want to make sure you’re analyzing the data.I recommend. Initially between two to five days, I’d give it enough time for enough impressions.
Okay. So that’s, so we have another campaign that we set up and then add groups underneath there for every individual product or like product groups or how would we organize that?
I like doing it at per product. Um,so you should have a variation. For example, I would have one campaign and each variation would have its own ad group. Right. And if she had a standalone, then it would have its own campaign set. I want to see the data separately.
Okay. So separate, separate campaign per Item?
Yes. If you have, like I said, if you have a standalone product, for sure. Different campaigns, separate campaigns,u
Okay the level goes, you make a campaign and then under that you have the ad groups and then the ad group, you have the actual price.
Yes. I like separating the data. I mean,
It’s basically, I would have 300 campaigns then.
So you have 300 totally different standalone listings. Is that what you have?
No, not necessarily. Some of them are variations, so 50 different campaigns. So yeah. So organizations would be under the same.
I would start out as the same. Yes. Full variations. I want to keep them under, but separate, you still have separate data, but organizing the same campaign. Right. So ad groups would set, would be color variation, size, variations, and stuff like that. Okay. Very good. But definitely separate campaigns for separate products. Absolutely.
Okay. And so what is the benefit of that over the big auto campaign with everything?
Well, this is like more specific, right? This one is more like targeting specific keywords that youre might be ranking for, but you might be showing up and getting Sales for. The other one is just like, let’s see what happens pretty much. Let’s see what Amazon pulls from all that information. Right. And this one is more like specific. Think of it. As you know, you know, you have the match types, broad phrase and exact same idea here. You would think of the catchall as the broad and the other one is a phrase match. So that’s the idea. It’s just more targeted campaigns.
So these ones are not auto campaigns.
No, they are auto campaigns. Both, both types. What I’m talking about, the first one catchall auto campaign and then one auto campaign per product, but we’re still on our campaigns here.
Okay. Okay. So yeah.
All the campaigns, that’s all we were talking about right now. Yeah. Initially, cause you know, having like a, profit margin , I guess tight, I guess you don’t wanna go too much. So I would want to see proof before I started investing in like broad phrase and exact for sure. Exact, I would, I would be careful with exactly at this point.
So initially it’s all at the same time or waiting till we get data from the big auto campaign first?
So first, like I said, you have the two auto campaigns running. So give it, I would say a couple of weeks to get enough data and then you would be analyzing the data and then creating manual campaigns depending on what’s working on those auto campaigns. Right. So that’s the next step you would go on broad now.
Right? So you go from the two autos, actually the catchall, you don’t even have to worry about it, just filter this, remove whatever’s not working, but don’t even worry about what’s converting or not. Cause it’s all over the place. Right. So you want to concentrate your keyword research on the one campaign per product one. Right? Okay. So, but I, again, I want to emphasize that you got to check on them often and then removing stuff that are costing you money. Right. And not working. Right. And, and from there you couldn’t have like, you know, you start understanding your keyword. It’s, it’s a matter of like learning your products pretty much. Right. You could start understanding what keywords are working and now from there you would branch out and create broad campaigns with, let’s say, let’s say you, one of them is converting for you decently. Well, right. You’re getting five or six sales from it. And then, you know, ACOS is pretty close to your target ACOS they would break it up and create a broad campaign based on those criterias.
Okay. So with the broad campaign, there were targeting a specific keyword or sets of keywords?
Yeah. Okay. So now let’s assume you have a report, right? The report shows you’re going to have thousands of search terms. Right? Well, before I get into that, making sure you understand what the differences are between keywords and search terms. Yeah. So keywords it’s like a seed where that’s the word that you bidding on. The search term is what the customer is actually typing. Right? So the reports would give you the search terms. So you’re going to know exactly what the customers are typing. But once you have that information, you turn these search terms into seed words or in other words, keywords. So now you’re bidding on them and see what else comes from that. It’s like building a tree, starting with the trunk, right. And then you have the branches and then the leaves and all that. So that’s the idea behind this,
Put the eraser then like eraser would be the purple girl’s eraser for school could be a search term.
So once, you know, let’s say, let’s say you started out with pink eraser and your, auto campaign gave you pink eraser and you’re seeing that sales from that. Right. So you would take that and then you would throw it into a broad campaign. Well, that’s gonna do, it’s going to convert this into a seed keyword. So this one is going to have more, potentially different search terms that people are typing on. So it could be pink eraser for teenage girls or pink eraser for moms. I don’t know something like that. Right. Or something of that nature. So basically you’re taking one and you basically looking for like a deeper level of whatever, more accurate,uI guess, understanding of what the customer is searching for. So that’s the idea behind the broad and then one step further. It would be like the phrase. And then, like I said, if I were you guys, I would stay away from exact cause they are more expensive in general. And if you are very sure that the keyword is really converting, then you can try exact, but the initial, I would stay with broad and phrase. Okay. I will concentrate on phrase a lot.
H,again, so what I’ve actually been doing,ujust my own learning and stuff. So even like with ignite the software, it typically goes from the auto campaign, right. To exact,uthere’s no broad. I mean they do broad phrase, exact most of the recommendations are right to exact, but you would recommend that if I see a keyword that’s converting really well to move it then into a broad campaign and then maybe to a phrase and possibly at some point to an exact once I’m a hundred percent sure it’s actually converting.
So yeah. Okay. Let, let me give you the logic behind this. So if you think of the definitions of broad, exact and phrase think of it as, so let me see, how can I explain this? So let’s say this would be broad, right? So this would include everything in phrase and everything in exact, so broad, it’s basically like the, the umbrella, right? So if you know that something is in broad, you don’t want to go directly into phrase. You want to get the one step closest to make sure that you’re not basically wasting your money here. Right. Do you want to go from broad go phrase? And in my experience, I’d tell you from the many accounts I’ve managed phrase work better overall for the type of products that represent they were better. UI’ve tested like, like I said, I cannot tell you that it’s gonna be the same for every seller, but from what I’ve seen, Phrases are better.
So usually exacts are more expensive. For sure. I don’t know if the algorithm automatically the CPC is a little bit higher out of my actually, because it’s exact, I’m not sure how that works. I’m not sure anyone knows except Amazon, but from my experience, that’s what I’ve seen. So I would stick with phrase until I’m really, really sure that, you know, exactly is worth taking the chance on or the risk. Okay. Interesting. That makes sense. Because I’ve actually seen quite a bit of uptick in my keywords that I have set up the prices on those. Just keep going up. So yes. Increase my bid. Yes. Get ACOS back down to where it makes sense.
Right. So you gotta understand the,uthe platform is designed to make you spend money as well. Right. They make billions. So on ads, right? Amazon is the one making all the money. Not at all. It’s really, I mean, you’re where we are, but you know, not as much. Right. So, so, you know, it’s not as bad as Facebook ads where it’s like, that’s like a black hole. I mean, if you don’t know what you’re doing, it just eats up your money. Amazon is getting there slowly. So it is costing more, but it gives you the data, which is, you know, priceless, you gotta pay for understanding what the customer is actually searching for. If you know that then it’s gold right there. Right. So, yeah. But you gotta pay for the data, do your research. And then, like I said, make sure that, you know, for sure you’re absolutely, you can’t be a hundred percent, but you’re like, you have real confidence before you go into the exact match campaigns. Okay. Alright. That makes sense
For the wholesale world, but private sellers.Yeah. Private label. I would, yeah. I would definitely test them. Sure. I have. But when margins that tied that you guys have, you know, so you gotta be careful. I would say the little phrase,
Most of the ones that I have exact campaigns on are ones that I have exclusive agreements for. So these are usually a little higher on those ends. I’m treating them a little bit more like a private label product. Okay. Yeah. That makes sense. Yeah. Yeah. That makes sense. Perfect. So now we’ve got levels of different campaigns where to the broad are we looking for in that campaign?
So broad you want to have, you want to, you don’t want to have too many keywords. Once you create a campaign. I like limiting it to no more than 30 for campaign.
So auto campaign anymore. Right? So this is now broad?
So now, right. So now you’re selecting from the report, right? You’re selecting, whatever is converting well for you. The search terms, you’re creating broad campaigns and you want to create a broad campaign with no more than 30 keywords in it. It will be like my max, I won’t go over 30. I will actually lower the lower, the better. I mean the less, the fewer, the better, right? It gives you more control, more understanding or what might be working or not. So, and it’s not going to eat up all your budget., one keyword could eat up all the budget and then you got to rig it up and then create other campaigns. Limiting the amount of keywords you have limits that possibility pretty much. So you want to make sure you don’t have too many keywords. So let’s assume let’s go in the middle, of this 20 keywords, for example, you would select your 20 top performing keywords.
You create broad campaigns and the same process. You got to check the data, right? Make sure that you’re removing stuff or gauging what’s working and increasing budget. You are low in the bed. I mean, you’ve got to have, I guess, analysis going on here. You got to basically look at it manually, right? The software initially, I like doing this manually initially and then let the software take over after I’m like understanding what the bidding and all, what the ACOS should be. Then I could set up like a triggers for that. Right. So once you’ve done with the broad, of course, you gotta give it time again. You’re paying for the data and it’s going to come to a point where you have, you know, search terms showing up that are converting. So then you go to the next stage, right. Which is like, you take the phrase and you create like top phrase campaigns.
Like I said, for you guys, I will not recommend like exact match campaigns. So if you see something converting, like out of the 20, you see like one or two doing really well, I would pause the rest, move on to another campaign and keep that one. Don’t pause the one that’s working. Right. Okay, go let it go. Let it do its thing. And you still, you’re still going to see the ACOS improving because you’re going to remove the, the other guys that are dragging it down and create a separate campaign where you could add more. We could use the other campaign as like a research campaign.
Okay. Interesting. So we’re not moving the ones that are doing good. We’re leaving those in that campaign, moving the ones that are doing bad. That’s a, that’s the opposite I think must be. Yeah. That’s less than your Mark.
Right? So, so of course, right. I’ve made the mistake of like trying to move it. Sometimes it works. Sometimes they won’t work. It will just not convert. We would just not get impressions at all because internally a campaign has a, an internal Amazon ranking, if you will. Right. Amazon favors seasoned campaigns. So if you’re starting a brand new one, it might not be the same weight as the other guy as the seasoned one. Yeah. That makes yeah. You want to be careful with not touching stuff that are already working. That would move the other stuff for sure. For sure.
Alright, perfect. So removing the ones that are not working, basically, meaning you’re working as well, or they’re not converting as good as we wanted them to putting them in a different campaign and leaving the ones in there that are doing really well.
Yeah. I would change it to like,ueven changing the title of the campaign to a top phrase campaign, meaning like this guy has been tested and this is really working for me. So it is a top phrase campaign at this point. Right. It’s like a mature campaign. Don’t touch it. Don’t add anything to it. If it’s working, give it budget for sure. Budget. It’s working given budget. Ugradually you don’t want to double the budget immediately. Right. Its a gradual process. Pretty much all of this, nothing happens overnight, right?
Yup. Yeah. We’re talking about like weeks in between each step?
I would say before you get to that point of a top phrase campaign. Yeah. I would say a month, a month. A month and a half. Yeah. That’s the, that’s the time you would get like to understand what’s working, what keywords are working for, what product? I think you should have a good idea, like in a month and a half or so,
I’ll be making a broad campaign. Like you run it for one day and you’re like, Hey, I got a conversion there and let’s do it.
Well, I can talk a little, I can’t tell you from experience. I’ve done that many, many times when I started out that doesn’t work. So don’t do it. It’s going to cost you a lot of money and you know, you’re gonna yeah. Give it time. . You never know.
Yeah. Well I was going to buy that product anyways.
Yeah, exactly. It is a data collection, I guess you got to collect the data, pay for it, be patient and then just act upon whatever tells you. Yup. Okay. So yeah. So that would be my strategy for you guys, if you have a 20% and above breakeven ACOS, right. So if you’re doing a 20% above a margin, then you could try that strategy if you’re doing under that. And that’s a different problem, right. If you’re getting like 20% margin, then in my opinion, you still got to pay for the data.
Right. And it’s just a matter of waiting longer for the data. Right. So , I would suggest starting out with just one automatic campaign, like I said before, not the catchall since, you know, I would have the one campaign per product. Right. Okay. And wait longer. Cause you still gonna have to have the data to move through the process. And you could immediately try out phrase campaigns if you want, skip the broad, skip the research if you want. But you know, at the end of the day you need the data to tell you what to do. So yep. That’s what it comes down to.
Yeah. I definitely like it. And something, I think I’m going to try are we moving though? So once we have the broad and we find those one keywords that are doing converting well in broad and moving the bad ones to different campaign and playing with them there at what point do we want to move those broads to a phrase, or do we never want to move that?
The concept behind this is testing. So the ones that you’re moving out, you’re still not sure if they’re working or not. So you need additional testing. So over time you might, you know, remove some keywords that are not working and then eventually you’re gonna have all the ones you got to keep adding to those as well. That’s the campaign you’re going to be adding new keywords to. Right. I’m going to be a static campaign for sure. So look at it as like a research campaign, right? So you keep looking, you keep, let’s say ignite is suggesting keywords. You could throw them in there as phrase matches, right. And then test them out, let them prove themselves once they do. Then again, same idea. You keep the ones that are working, you move the other ones to another campaign. So the other one becomes a research campaign. Okay. See how that goes. Yeah. So yeah, go touch whatever it’s working.
Now, one thing I just thought of when in the auto campaign, the ones that we moved to that broad eventually are we negative thing or making those a negative in the auto campaigns?
You know, it, the way I structure campaigns is I can show the bid for sure. Right. So I want to make sure that my phrase is always outbidding my auto, so yeah. You could negative it there, but it’s not, doesn’t really matter. Cause if the bid is higher, then it is going to be purchased. They’re going to move with it. But to make sure you could negative exact it. Sure, we could do that or pause it. Yeah.
Well, yeah. It’s, it’s interesting because before I reached out to you, I think, yeah, this has been running. I started it on the 21st. Well, I guess it was after I reached out to you. I actually started surprisingly what you recommended in your first step where I put all the products into an auto campaign. And when you get a 5 cent one, I did not 10 cents and it’s actually, I’ve spent $45 and 28 cents. I got 54 orders for $1,805 and 49 cents for the 2.5, 1%. So pretty good so far.
Yeah, sure. What’s a try, right?
Yeah, for sure. Yeah. Yeah. You think I should probably increase that up to 10 cents.
What’s your no, don’t mess with the budget. I’m in the bid. What’s your budget right now?
The budget I have at a hundred dollars
Have you tested it? How much you’re spending per day Roughly?
Not much. I mean,
I would give it more budget first. We could increase the bid, but you might be interfering with the other manual campaigns that you have running, which I don’t know. I wouldn’t give it a little bit more budget. See how it does. I, wouldn’t not necessarily mess with the bid that much. It’s doing great. Right. So
For sure, I guess you probably don’t want to mess with it. I could maybe talk about making another campaign number at the 10 cents.
Yeah. I mean, you got to think of those campaigns has, you know, like just set it and forget about it. Pretty much. It’s not something you want to optimize or anything like that. It’s not an optimization campaign, right. You’re not really doing anything research wise with it. You’re just making, getting, giving like everything in there and then let it do its thing. So you’re not going to get data out of it. So what’s the point of increasing the bed and removing keywords and stuff like that. You have the auto campaigns for that, the other ones, right for that.
So what I want to, at some point, prune, any products that are in there that are, have any.
Its costing your money and not getting your results yeah? Sure. But make sure that you’re sure tha your giving it enough time in and impressions and clicks. Yeah, sure. I would do that. Why not?
But are there some of them that got nothing that’s kind of rare. You should get something out of them. I mean, I’ve sent bids. It’s not going to cost you much.
Yeah. I mean, there’s some products that haven’t got a sale yet, but have had clicks. I suspect there’s probably some looks like a lot of them have clicks now.
Right. But how many clicks? How many is 5 cents? You could afford quite a few.
Right? I like this one has 39 clicks that spent a dollar 44 cents per click. They have most of the products yet. Product. I think that one is 80 bucks,
80 bucks. And I would, I would let that go. My friend. Yeah. I definitely know that. Touch it. Don’t touch it. I mean, you’re way off your breakeven there. I mean, I would let it run. I would, I would forget about it. Like I said, set it and forget it pretty much.
So I’m just looking in here. So this one is interesting. One of the products, it has 31 clicks spent a dollar 43 had a couple sales ACOS of 1.79, but the status says pending review.
Yeah. That is status of the campaign. Yeah. The status of the campaign changed. I mean, someone say not in buy box and someone say delay, this one I’ve never seen as a Pending review before.
Make sure that reviewing the add or.
Something wrong. Maybe I’m getting rid of the ACOS.
Make sure that the listing is okay. You’re getting the buy box. I mean, you should, that’s kind of, I’ve never heard of that one before.
That’s just currently unavailable. I wonder if, yeah. Yeah.
So it’s probably, you don’t have the buy box, I guess.
Yeah. So I bet you, because it is like a like a fishing bait kind of thing. So I’ve mentioned that maybe it’s a hazmat product or something. If you got flagged all the time, so annoying, I send stuff in and then Amazon was like, Oh, this could be hassle. No, not even a little bit, but so.
What do you do? You call it, you call them, you give them a I guess to initiate I guess a ticket though, what you do.
Yeah. Yeah. Usually I’ll have an email. I’ll have to search for an email and they’ll say whatever they think the problem is. And then you have to rectify it. Either provide like an SDS or an exemption sheet or an invoice. If that’s what they’re looking for or something like that. It’s like a daily occurrence in wholesale as you grow.
So yeah, if you have 300 products and keep adding to it, then yeah. That’s yeah. That’s, I guess that’s part business. One of the job. Yeah.
So you run into where different a brand. Maybe we’ll decide that, you know, we don’t want anybody selling our stuff on Amazon anymore. So what they do illegally in my mind is issue a IP complaint, like an intellectual property complaint or that you’re selling fraudulent goods or something like that. And so then Amazon just takes their word for it and shuts you down. Then you got prove otherwise.
Yeah. welcome to the jungle Right? Pretty much. I mean that’s yeah. Are you planning on having your own website at some point or you’re just staying on Amazon?
Uh yeah, probably you know, I sell a little bit on eBay. One of my products that I have exclusive for, I run their WooCommerce store as well. So I want to do more of that as we grow. And then, you know, more Walmart, maybe at some point, it all depends. Right. Because Amazon’s like the big beast. So I’m getting like 120,000 in sales a month on Amazon and eBay might be a couple of new commerce, might be a few. So, you know, where do you put all work, right?
No. Yeah, absolutely. For sure. Yeah. It makes sense.
Definitely want to expand, you know, you don’t want to have all your eggs in one basket, you got to stay focused, but spend maybe like 10, 15% on something else.
Agree for sure. But not all your eggs in one basket. That’s for sure. Yeah. But you know, Amazon is still the place to be, so yeah. It’s so I think we went over everything, right?
Yeah, I think we walked through the campaign. This is probably definitely one that people are gonna want to listen to two, three, four times. Yeah. That’s a lot of information for sure. Totally understand most of what you’re talking about because I’ve been in Private label, I’ve done all this. There’s a lot of people that probably have very little clue. So at a minimum, I think it sounds like we should be making that auto campaign for 10 cents and adding all of our products in there and just letting that run and seeing how the ACOS plays out
A hundred percent. Definitely, definitely recommended. Yeah, definitely. You have nothing to lose on that for sure. For sure. Yeah.
And just keep learning more about advertising and either do it yourself or at what point do you think it would make sense for someone to pay you to do it?
When it becomes a hassle once it wants to becomes like a problem in your business taking of taking up too much of your time and you don’t have, you don’t want to learn more about it cause you are going to get to that point. If you say, let’s assume you have like 50 campaigns running and you’re like, Oh my God, where do I go from there? Yeah. So if you have, I guess the, the revenue for sure. And you want to scale for sure. That’s what you want to hire. Someone like me short to help you out.
Okay. So do you charge like hourly or by campaign or how does your pricing work for that?
My pricing is based on the size of your catalog, right? So we just, I gotta go, you know, I usually set up an initial phone call with a potential customers where we go over the different informations, I guess, parts that I need on their business. And then from there we will come up to an agreement to what would make sense for the both of us. So there is no fee I don’t charge by hour. So no, I charged by a business pretty much by catalog size and by how much volume that you’re doing pretty much.
Okay. All right. So you, you think there’s probably space in there for wholesale people to reach out to you and have us, have you do our advertising and it would be profitable for us even paying you to do that?
Sure. I mean, if you, if you’ve never run ads before, if you you’re missing out on a lot of potential, I mean, you couldn’t be scaling at a higher rate here. So if you’ve never done it before, it’s definitely worth looking into.
Absolutely know. I definitely Think it’s a foreign concept. A little bit to anyone who is just in wholesale has never been in private label. Cause you don’t do that really in retail arbitrage at all. So private label is kind of the space for advertising on Amazon, at least the way people think about it. But I think there’s a lot of opportunity in wholesale that, you know, just by auto campaign, I mean I made $1,800.
Well think of it. If you’re 300 products, let’s say you knew exactly what the customers were typing to find your 300 products. Imagine how valuable that is to you. And imagine that you could set up campaigns specifically targeting those keywords. That’s what the data will give you pretty much. Yep. So yeah, it’s a win, win, I think. But you just kind of pay for the data and see, I’m not going to tell you it’s like a hundred percent guaranteed, but yeah, it’s definitely worth looking into.
Okay. So if people are interested in reaching out to you and finding out more, how would they go about doing that?
You could contact me by email ben@ppcmaestro.Com or you could look me up on I’m on LinkedIn. I’m on Facebook, not on Instagram yet, but I’m planning on so yeah, Facebook email and like I said, Ben B E N @ PPC, maestro.com or Facebook I’m there just bernard nader you will find me.
Yep. And that’s your website as well? Ppcmaestro.Com. And looking at it over here, you got an about us section and some information about what you do. UOh, you got a free keyword research ebook as well. Right?
You could download that as well. If you get on my, what you do get on my email list, right?
Yeah. I do the same for mine. Yeah. Cool. So why would that ebook be something good for wholesale people look over?
I would say I have another one. Okay. Do I have another ebook? That’s not on my website. I think it would be more beneficial to you guys. It’s a keyword research ebook actually gives you like free tools that you could look into to perform your initial keywords. So you could find that out at PPCmastro.Com/ ebook.
For a flash ebook. Okay.
For a flash ebook. Yeah. So that one is gonna give you a few of the free and paid keyword research tools that I like using. Who’s give you an idea on what to look for and how to basically start understanding all that stuff. Maybe it’s a good starting point.
Sure. I’ll link to that in the show notes as well. So people can click on over there, but yeah, PPCmastro.com/ ebook, it took me right to a nice splash page here where I entre my info and the guides. So If i put info right here and get my free guide. It’s on the way, huh?
There you go. Yeah. I mean the other one I have is for listing optimization. So some of you guys might have access to that. So I don’t, you, can you touch the listing on when you have a wholesale account?
Yes. sometimes not all the time, so my account is pretty seasoned. And I think that plays a role into it. A lot of times I can make updates and they’ll go live. Especially if it’s a slower selling product that I’m trying to optimize to get more sales to if it’s something that’s selling really well, then most likely someone else has to confirm that. But so then at that point, what I need to do is upload my changes. If they don’t take, then I will open up a ticket with Amazon and work with them. And so they’ll ask for like pictures of the product, including the UPC, barcode, a link to the manufacturer page and stuff like that. And if everything adds up, then they’ll make the change for you.
Oh, okay. Yeah. It’s just makes the process longer for sure. But yeah, it’s doable.
Yeah. Registered then, you know, there’s nothing, what they basically do is like, okay, we sent the changes over to their brand registered person. But they’re in no obligation to make the changes, so,
Oh yeah, sure. I mean, there’s, you know, there’s so much more we could touch on. Let’s say if you do have access to the listing itself, conversion rate is extremely important for once you, once you have those two gonna run PPC. Yep. Do you wanna make sure listing is PPC ready? Meaning it is optimized if you have the option of doing so for sure. You gotta, you gotta, you definitely want to do that before we started.
Yeah. A hundred percent. I’m actually doing a lot of that. I actually hired a virtual assistant to is just writing copy for listings for me, because I haven’t really gotten into finding listings that have like a good reviews. Maybe they have 10 reviews, 20 reviews, 30 reviews, but it’s like four and a half stars, five stars. And the listing is not selling well, but it’s selling, you know, maybe five, 10, 20 a month. And maybe there’s not even an FBA seller, just FBM. And so those are the ones that I really love because then I optimize the listing. I become the first FBA person. Maybe run some ads. Yeah. Get that listing going and have it all on something.
That’s an awesome opportunity for sure. If you find them. Yeah. Oh yeah. That’s, that’s a gold mine, right.
There is a lot of the products I sell are in a hobby that I love doing and it feels good to be helping out these products that I know should be selling better.
Yeah. If it’s something you enjoy even better. Right. Yeah. Awesome.
Alright. Bernard. Anything else we need to touch on in the PPC world Before we wrap up here?
There’s a lot we could touch on there, Todd, but you know, since it’s yeah. It’s, if anyone has any question, just, you know, reach out and let me know, I’ll gladly help. Yeah. I mean, we could do another one if you want on, on so many different things, keyword research we could do on listing optimization, you name it. We could do several different stuff. So yeah.
Yeah, for sure. I think it’s a really good idea to do another one of these and go even more in depth. Once people watch this, they’ll probably want to know more. Maybe we could even do a webinar or something at some point that way we can visually show people what’s but we’ll see where this leads. But yeah. I mean, I really appreciate you coming on. I learned a lot, you know, even though I already know quite a bit about advertising, I’m not an expert, so really appreciate it. I think this is going to be probably one of our new top episodes. I have a feeling out there,
So I had a good time. Thanks a lot, Todd. Yeah, I did appreciate it. So yeah, hopefully we can do this again soon.
Awesome. Appreciate it. Bernard. Do you have an awesome day?
You too, Thank you, Todd.
All right. So what did I tell you? That was an awesome episode. I’m going to be listening to that again myself. Once I publish this, it was great content. I’m going to start putting some of that writing to action. Now, as I already said in there, I’ve got the auto campaign with all of my products going. It’s going fantastic for me. So I am going to take the step and start breaking out my products into those individual auto campaigns that he recommends moving them to the broad and the phrase. And I think it’s going to pay off really well. Only time will tell, we’ll see how that goes, but it was really good. And definitely do more research on this. And if you want, Bernard’s help. You know, if you’re a wholesale company is growing and you’re doing well, it pays sometimes to have someone help you with this stuff, rather than trying to learn it all yourself.
It’s good to know the basics of everything that your business does, but taking advantage of an expert can really be helpful. So definitely check out PPCmaestro.com. If you want more help on that. And then grab that ebook, of course, as well, PPC maestro.com/ebook. You can also get all the links and the show notes and the transcripts at amazonseller.school/ 30. Make sure you subscribe and like this. If you’re listening on YouTube and if you’re on your favorite podcasting platform, leave us a review over there. Let me know what you think of our show and share this. This is definitely an episode that needs to be shared out there. So the more people can hear it. So we’d really appreciate that. So with that, this is Todd Welch with Amazon Seller School signing off happy selling everybody.
This has been another episode of the Amazon Seller School podcast. Thanks for listening fellow entrepreneur and always remember success is yours. If you take it.