TAS 336: PPC Sponsored Ads Training 101 - Driving Sales and Rankings

Jargon and a multitude of terms can be confusing. You might feel like you are just barely treading water with all the information that come at you in the world of Amazon selling. Sometimes it can be really helpful to just pause and take a moment to solidify which terms mean what and how they build upon each other. Whether you are just starting out or you’ve been selling for a while, this episode is for you. Scott and Chris breakdown PPC Sponsored Ads, keywords, when to pull search terms, and so much more! Their helpful discussion will bring you clarity and maybe even correct some previous misconceptions. Don’t miss this informative episode of The Amazing Seller!

What is a “Keyword?”

To understand how a lot of the moving parts work regarding PPC and sponsored Ads, you need to understand some specific terminology. One vital term to understand is “Keyword.” A keyword in terms of Amazon Ads is something that you insert and then Amazon takes that as a base keyword and attaches it to search results for other related items. The “Search term” is what the Amazon customer is actually typing in the search bar. Scott and Chris take the time to slowly unpack and explain the ins and outs of these terms. Make sure to take the time and listen to their helpful training on this episode of The Amazing Seller.

How do you find the most relevant keywords?

As you are building your listing and setting up your PPC campaign, you need to find the most relevant keywords to focus on. How do you find the most relevant keywords to use? The most obvious way is to go to your competitors. Look at their title, bullets, and their description. Those will be relevant to your listing if you have a similar product. Don’t just focus on one competitor, go to multiple competitors and find the common theme. This will give you a good idea of which keywords are the most relevant to your product. To take it a step further, utilize tools to scrape listings for keywords or search terms. "Scope" is a great resource to use, you can find the link to this tool from Seller Labs in the resource section at the bottom of this post. Don’t miss out on more helpful lessons on relevant keywords from Scott and Chris on this episode of The Amazing Seller!

Make sure to OPTIMIZE your listing!

What will it take to see your product listing take off? If you want to rank for certain keywords and if you want your listing to be shown for certain keywords, you have to focus on optimizing your product listing. Don’t neglect this crucial step! Go through your title, bullets, description, and your backend search field. Don’t just stuff your backend search field with random stuff that makes no sense. It will hurt you down the line. Learn more about keywords, relevancy, and optimization on this episode of The Amazing Seller!

When should you pull a search term?

Once you have let a PPC campaign gather the data necessary, you need to pull the search term. How do you know it's the right time to do that? Scott and Chris talk a lot about 50 clicks being the “True relevance point.” Chris will even pull it around 10 clicks. The closer you get to 50 clicks, it will cost you more but relevant your search term is at that point. If you can stay patient it will end up benefiting you in the long run. If you’d like to hear Scott and Chris expand on this concept and more, make sure to listen to this episode of The Amazing Seller!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

• [0:03] Scott’s introduction to this episode of the podcast!
• [0:30] Chris joins the podcast.
• [4:50] Auto-targeting vs. Manual Keywords
• [6:50] What are “Impressions, PPC, CPC?”
• [11:00] What is a “Keyword?”
• [12:20] Three different types of keyword targeting.
• [19:20] What is “ACOS?”
• [22:00] Auto campaign strategies. The new way vs. the old way.
• [29:40] The pros and cons of loading up on keywords.
• [33:40] How do you find the most relevant keywords to use?
• [39:20] Make sure to optimize your listing!
• [41:20] Scott and Chris run through a scenario including keyword usage.
• [58:30] When to pull a search term.
• [1:09:20] Recapping the “New Way.”

RESOURCES MENTIONED IN THIS EPISODE

• Catch the Seller Labs Workshop - HERE
• Seller Labs
• Seller Labs - Scope
• Keyword Inspector
• Google Keyword Planner
• Merchant Words
• Try Scope and get a discount! HERE Use code TAS50