Amazon PPC AMA Live with Kevin Sanderson and Chris Rawlings | Summary and Q&A

TL;DR

Learn how to improve your ad campaign, reduce ad costs, and drive better sales with expert advice and strategies from Chris Rawlings in the PPC challenge.

Key Insights

• 👂 Analyzing and addressing negative Vine reviewer ratings can involve fixing product quality issues and improving listing communication.
• 🤳 Self-targeted product placement campaigns can act as effective retargeting tools to boost sales and reduce costs.
• 👶 PPC campaigns in expanded match can help mine new ASIN targets, but it's important to balance targeting and budget limitations.
• ☠️ Increasing click-through rates and conversion rates are crucial for boosting PPC campaigns' impact on organic sales.
• 👨‍🔬 Thorough research, resourcefulness, and targeted optimization strategies can help small sellers optimize their listings effectively.

Transcript

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Questions & Answers

Q: How can I address negative Vine reviewer ratings for my product?

First, determine if there are any product quality issues. If so, fix the issue and consider relaunching the product with a new ASIN. If the issue is with listing communication, update your content (e.g., images, A+ content) to align with buyer expectations.

Q: How can I optimize my PPC campaign to increase organic sales?

Focus on improving click-through rates and conversion rates by analyzing and adjusting your campaign placements, bids, and targeting options. Use the rising tides raise all ships effect to boost rankings for high-performing keywords.

Q: Is it better to run STP campaigns in expanded match or auto campaigns for finding new ASIN targets?

Expanded as targeting campaigns have been found to be more effective in mining new ASIN targets than auto campaigns. However, running both types of campaigns simultaneously can help you identify additional targets for exact match campaigns.

Q: How long does it take for PPC to generate organic traffic?

The launch period for PPC typically lasts between 30 to 90 days. Once your target ACoS becomes lower than your margin, you can consider the launch complete. This period may be longer for consumables brands willing to invest in longer-term customer value.

Q: How can I optimize my listing myself if I don't have the budget to hire a large firm?

Conduct thorough research on competitors' listings and draw principles from their content strategies. Use free or affordable resources like stock imagery to enhance your visuals. Optimize content based on keyword research, customer preferences, and competitor analysis.

Summary & Key Takeaways

• Chris Rawlings joins the session to share his expertise on PPC and how it can enhance your ad campaign.

• The session addresses common concerns such as negative Vine reviewer ratings, plateauing sales, and low ad performance for specific keywords.

• Strategies discussed include addressing product quality issues, improving listing communication, leveraging self-targeted product placement campaigns, and analyzing key metrics like click-through rate and conversion rate.