Amazon PPC AMA Live Q&A with Marissa Linzey | Summary and Q&A

TL;DR

This podcast episode discusses PBC strategies and best practices, including bid by placement, top of search modifiers, and achieving a 20% ACOS. It also covers tips for maintaining rank during price wars and increasing conversion rates.

Key Insights

• 👶 Bid by placement is effective for new product launches or promotions, while bid adjustment is based on ACOS and competitor activity.
• 👨‍🔬 Top of search modifiers guarantee top placement, while up and down targeting adjusts bids based on performance likelihood.
• 🎯 To achieve a 20% ACOS, segment campaigns, adjust bids incrementally, and monitor sell-through and margin. Consider pricing and target audience.
• 😜 Maintaining rank during price wars requires staying competitive, refreshing SEO, and running holiday campaigns. Carefully use promotions and discounts.
• ☠️ Increasing conversion rates from add to cart to purchase involves analyzing demographic data, addressing pricing concerns, and running tailored promotions.

Transcript

and and now and and and and to the end to the to the end [Applause] n he he a [Applause] a he he hey n [Applause] n and and now and and my Amazon guy um Halloween um AMA uh for PPC so my name is Marissa Lindsay I'm a brand director here at my Amazon gu Read More

Questions & Answers

Q: When should I use bid by placement and when should I adjust bids?

Bid by placement is recommended for new product launches, promotions, or high-performing keywords. Adjust bids based on ACOS, competition, and search placement.

Q: How do up and down targeting differ from top of search modifiers?

Top of search modifiers guarantee top placement, while up and down targeting adjusts bids based on performance likelihood. Consider timing and competitiveness when adjusting bids.

Q: What strategy should I use to achieve a 20% ACOS?

Set up campaigns to segment and track performance, adjust bids incrementally, and monitor sell-through and margin. Consider the price point and target audience for your product.

Q: How to maintain rank during price wars?

Stay competitive, refresh SEO, and run targeted holiday campaigns. Use promotions and discounts strategically and consider your margin.

Q: How can I increase conversion rates from add to cart to purchase?

Analyze demographic data, address potential pricing concerns, and run tailored promotions for cart abandoners. Consider any doubts or objections customers may have during the purchase process.

Summary & Key Takeaways

• The podcast addresses the use of bid by placement and when to adjust bids. It advises using bid by placement for new product launches, promotions, or top-performing keywords.

• The difference between up and down targeting and top of search modifiers is explained, with top of search modifiers guaranteeing top placement and up and down targeting adjusting bids based on performance likelihood.

• Strategies for achieving a 20% ACOS are discussed, including segmenting campaigns, adjusting bids incrementally, and monitoring sell-through and margin.

• The importance of maintaining rank during price wars is highlighted, with suggestions to stay competitive, refresh SEO, and run holiday campaigns. The use of promotions and discounts is also recommended.

• Tips for increasing conversion rates from add to cart to purchase are provided, such as running tailored promotions for cart abandoners, analyzing demographic data, and addressing potential pricing concerns.