Amazon PPC AMA Live Q&A with Marissa Linzey and Ritu Java

TL;DR

In this AMA session, PPC expert Ritu Java shares insights into Amazon advertising strategies, including tips for managing impressions with no clicks, calculating trending ACOS, strategies for out-of-stock products, and the importance of aligning PPC with SEO.

Transcript

thank you foreign foreign today thank you foreign [Applause] thank you foreign foreign [Applause] thank you foreign thank you back thank you foreign [Applause] right now thank you foreign welcome to my Amazon guy on PPC um AMA so ask me or ask us anything um this week um I have redo Java on the podc Read More

Key Insights

• 🫠 PPC Ninja provides software and services for Amazon advertising, including Amazon PPC, DSP, Walmart, and Google ads.
• ☠️ Trending ACOS helps determine whether keywords are worth targeting based on their potential conversion rates.
• 🏃 Strategies for out-of-stock products include running aggressive coupons and PPC campaigns upon restocking.
• ❓ Aligning PPC with SEO creates a positive flywheel effect and maximizes visibility and conversions.
• 🫠 It is important to explore different ad types and placements to find untapped opportunities.

Questions & Answers

Q: How do you determine whether a keyword with high impressions but no clicks is worth targeting?

The threshold for a "high number of impressions" varies by category, and it's important to consider the ad type and settings. Focus on finding keywords that generate conversions and have a high conversion rate rather than just chasing high impressions. Drill down into the data and adjust your strategy accordingly.

Q: How do you calculate trending ACOS, and what time frame should be considered?

Trending ACOS is calculated by assuming the next click will result in a sale. It helps evaluate the profitability of keywords. The time frame for analysis varies for each keyword and is determined by data sufficiency rather than a fixed period. Look at the last bit change or sale date to determine the sufficiency of data.

Q: What strategies should be followed for out-of-stock products when they are back in stock after a long time?

It is crucial to be proactive and run aggressive coupons and PPC campaigns when the product is restocked. Aim to regain visibility and quickly train Amazon's algorithm by ensuring visibility in top placements. Adjust strategies based on data and find the right placements that generate conversions.

Q: How should I adapt my strategies to stay ahead in the competitive landscape of Amazon PPC?

Look for gaps and low-hanging fruit where others are not focusing their attention. Don't solely rely on sponsored product keyword targeting; explore other ad types and placements, such as sponsored brand ads. Stay updated on new ad types and test them quickly to take advantage of lower CPCs before they become more expensive.

Q: How does Prime Day affect buyers, and what strategies do you recommend?

Prime Day is an opportunity to give deep discounts and increase visibility. Determine your goals and align your pricing strategy accordingly. Utilize coupons for additional visibility and ensure you have enough inventory to last through Prime Day. Calibrate pricing strategies based on results and avoid running out of stock.

Summary & Key Takeaways

• Ritu Java introduces PPC Ninja, a software and services company specialized in Amazon advertising, including Amazon PPC, DSP, Walmart, and Google ads.

• She explains the concept of trending ACOS, which helps determine whether to continue targeting a keyword based on the cost per click and potential conversion rate.

• The session delves into strategies for out-of-stock products, such as aggressive coupons and PPC campaigns to regain visibility and sales upon restocking.

• Ritu emphasizes the importance of aligning PPC with SEO to create a positive flywheel effect and recommends utilizing different ad types and placements for maximum visibility and conversions.