#485 - Amazon PPC Extreme Makeover Workshop

A master class at upping your advertising game. Bid rules, day parting, bid placement, keyword harvesting, negative matching, campaign structure, and more will be covered. Hello everybody and welcome to the AM podcast. My name is Bradley Sutton and I'll be your host and this is the show where we discuss all things Amazon, Tik Tok shop, and Walmart private label and how to generate recurring revenue streams 24 hours a day during the A.M. and the PM. Hence the name of the show. Get it? A.M. m PM podcast. And as a matter of fact, a couple days ago, I traveled for the first time to Israel. And as I was touring the ancient city of Jaffa, I was still making money online. How cool is that? Pretty cool, I think. All right. Hello everybody. Welcome to this live workshop. Uh I'm actually here in London right here uh in Venenzo's hometown or his hometown currently where he lives. He uh set up this room for us. And it's kind of weird. I'm looking behind this camera. There's a big screen TV here. That's me. There's Project X going on the camera over here. >> You're feeling fire. >> There we go. Yep. All right. So, a little bit of backstory about what we're going to be talking about today. A lot of you guys know the Project X uh account. That was actually what he had going on in the screen over here where we had found a coffin shelf and egg tray years and years ago and launched it and we've been kind of running it somewhat as a normal account. Now, the reason why I say somewhat is I'm not getting any money from that account. The money goes to Helium 10 and actually we probably lose money on the account and that's because we mainly use it as kind of like a test for new Helium 10 tools and and different advertising things and and I test things with the algorithm and stuff. So, we treat it not as something that, you know, needs to be a brand that we're trying to exit and grow and make super profitable, but but hey, we we just need to keep some some products going. Yeah, it's still a six-figure uh it's still a six-figure account. Um, but that being said, I have not really treated it on the advertising side as a real growth mechanism. I I've been using it to test Helium 10 ads and and I've, you know, tried to maintain profitable or decent a cost and and I've tried to harvest keywords and negative match keywords with bad spend. For the most part, me and also our engineering team and uh other teams all use this account as kind of like a playground. They they've messed it up so many times. Oh my goodness, you guys don't even know. But that's the kind of the point of the account. But now we're starting new um kind of like test accounts at Helium 10 because they've messed up my accounts so much. Like one time a few years ago, they paused my most important keyword >> or archived it actually, not even paused, it's worse, archived it. I didn't know for like three or four months cuz again I'm not checking this much and then like I can never get back the momentum you know we we had. So because of that we're like hey let's start a new test account and and let's try and and treat this the the coffin shelf and the egg trays a little bit more like a real brand that we're trying to grow. And I think one of the first things that you need to think about when when doing this is your advertising. And so I touched advertising weekly, but just like the the simple stuff with a cost and things like that, but I haven't really touched the these uh accounts in years as far as like starting new sponsored brand ads or or new videos. I haven't leveraged new things like uh AMC. Um I've barely done brand tailored promotions. Maybe I don't even think I've done it at all. Haven't done any new video ads in years. And so I will say, "Hey, let me bring in an expert and let us get his opinion on how the account looks, what we're doing right, what we're doing wrong, and uh we'll go from there." And then a lot of you guys might be in a similar situation. Maybe you've had your advertising on set it and forget it. >> You're you're you're checking it here and there, but but maybe you haven't really done uh a lot of the new innovations that that Amazon has has released. So Vincenzo, you just got into this account a few days ago, right? uh for first impressions of what you what you saw in there. >> I mean the first thing is uh this connects a lot with me because I have to say like project X is something that I remember watching so many years when I was getting started with the agency with my selling journey. I remember seeing how you guys were creating this pretty much from from from scratch and now having the opportunity to finally be inside the account and giving my insights, my experience of everything that we've been learning with all our clients on me personally, it's a pleasure and I think one of the first thing that I I I can see is a bunch of opportunity which is what I really want to discuss today. I see a lot of untouched things in terms of things that we're not doing with type of campaigns optimization things like Amazon marketing cloud the parting there's a lot of things that you know we are really not implementing and I'm very confident that if we implement that with the data because that's another thing this account has a lot of data and for me when it comes to PPC if I have data that's the best thing because that means I don't need to start from scratch I can see what worked what didn't work and now double down and build on top of that foundation so yeah I'm very excited Awesome. >> I think there's going to be a lot of things that you guys can take home from today's webinar, and hopefully you can implement it on your PPC campaigns as well, you know. >> Okay. All right. Now, first of all, I should have mentioned this before, but you're wonder why why do I have tacos on on my shirt and and hat? This is this normally is what we call our tacos Tuesday show, but we're doing it on a Monday because on Tuesday, tomorrow, I'll be flying back to the to the States. But tacos is uh total a cost. That's an advertising term um that you know many use to kind of like measure how how are you doing? H how is your advertising doing for you relative to your overall sales on on Amazon. And so thus that's that's why I'm wearing this this tacos thing. Now the first thing I'd like to do is maybe if we can bring up Helium 10 and I want to go into the rules that I have had and let's have you uh go over it. So if we can go now first into the bid section. >> Mhm. >> And then hit the target a cost up and down. All right. And then scroll down a little bit. And basically, let me just explain to you what I've done in the audience here. Uh I set up a whole bunch of rules. And this allows me I I don't have anything on automation. I don't uh even though Helium 10 provides automation, sometimes humans know better than than a rule because like there might be a main keyword where my rule says, "Hey, lower the bid, but I'm doing it for branding purposes." I'm like, "No, I I have to show up at the top." So anyways, I don't have rules. So the what I did here was basically I have different categories of a cost and this is only for for for advertising campaigns that I go by a cost which is everything right now which I know you shouldn't do but I I set a 200 as you can see here as pause in other words hey if if if a cost is greater >> than 200 you know I'm like >> there is no amount of optimization that's really going to get me to where I need to go so that's just my my my personal cut off and then after that I have different like groups of a cost. I have between 100 and 200. And then I set the rule here where I'm like, hey, I um want it to actually go down to 60. Now, my my target a cost on this account, I think, is like between 20 and 25%. >> But first of all, >> test my logic here. >> I don't want to go from like 180 a cost to to 20 uh a cost because >> sometimes, isn't it true that when when you do that, your your your impressions might go to zero if you try and cut your budget too much? >> Yeah, of course. Like that's uh always a conversation we have to have even with with our clients like at the end of the day of course we all want to reduce our AOS right and overall the tagos but we have to understand that sometimes strategically you want to have certain campaigns and certain keys with a high aos and tagos overall because those are essentially what drives the traffic in the first place to your pro details pages and then of course you're going to have kios where you're profitable and overall the account is profitable but if you try to for all your terminologies that your product is relevant for. Try to have an aos of 15, 20 or even 10% very aggressive. But most of end ups happening with these very aggressive rules. You're going to have beats that are never going to be competitive enough. You're never going to essentially display on these keywords. And remember, if you don't get sales through advertising, your organic sales essentially also going to be zero because your organic ranking won't improve over time. So you need to strategically understand when sometimes you have to make the sacrifice of having a higher ACOS with the goal in mind that that's loable. >> Okay? And so I have it go down to 60 because I figure, hey, a bid that would take me down to 60, but because then I figure, hey, my other rules will pick it up and then continue to take it down, you know, uh, more gradually. And so basically, I have that I'll have it now between 60 and 100. I'm like, bring it down to 50, 50 and 60, bring it down to 40. The very first thing I want to ask you about something I don't have here is I don't have a minimum like threshold for this. It's like B. So basically if I had one click >> and it was this it would do it. So like should I put like a minimum spend or minimum number of clicks before it goes into this rule or is it okay like this without that minimum? usually like to put a minimum but the to answer your question if you choose the spent on the amount of clicks it also depends on how expensive the click is right because it's not the same for example let's say you're advertising for vitamin C a click is going to be $8 to $10 right compared to a keyword that might be.7 cents so first define what is your average cost per click if your cost per click is very high that means you want to be very strict on how many clicks you want to allow right >> in the in the other scenario if the click is only 50.7 cents maximum dollar you want to have a bigger window of allowing for more clicks to be essentially accumulated. So that's the first thing and and at the end of the day also goes very personally to your budget. Some people's willing to allocate more clicks and more money uh to that research phase. So that's also something that go case by case. But to finalize and give a conclusion, yes, I will say a minimum is always good. And as a rule of thumb, something I usually put is anywhere from as a minimum between 10 to 20 clicks is the minimum. I usually wait >> for for the bidding or are we talking like if to negative match something >> for both? >> For both. Yeah. >> Okay. So I I can do that later. So I what I would do is I would hit this end and then I would say number of clicks >> greater than you know 5 10 15 20 something like something something like that. >> And the reason for that is me coming from an engineering background you want a validation because what I mean by validation you want an event has to be repetitive and that's why the minimum is in place. If the if the event only happened as Bradley say only once and as a luck you had a very good aos that doesn't mean you're going to have that good aos moving forward. If maybe you was your lucky day, all people was out of budget and you had an amazing AOS on that queue. Now you're going to go very aggressive on that queue and you're going to lose money. So wait for consistency. When the consistent provides validation, >> okay, >> you make error. >> All right. So going down here, uh again, this is pretty much all the way down to to 20, but then I I have it going the opposite way. So first of all, test me here like like if if my target a cost is above 20 or like 25, if it's between 15 and 20, I'm like, hey, I'm not going to just celebrate. Oh, my a cost is so low. I could be leaving money on the table if that 15% click is is showing up on the bottom of page one. Well, who knows how how much more, you know, I could be doing. So, then I have it going up. So, then correct >> I have it, hey, between 10 and 15, bring it to 17. And again, once it gets to that 17, the other rule increase >> will pick it up. Okay. So, we're looking good there. >> Um, it goes all the way down to like one here. But then I have one for if if I get something. I just put 25 clicks. >> That's like a minimum >> with zero. Exactly. >> Sales. Hey, go ahead and pause this part. Okay. All right. So, my rules there are good. Now, again, I I don't treat this as a normal Amazon account. And one of the reasons is cuz I don't even have time to do this, you know, like I work at Helium 10 full-time. That's where really Helium 10 ads is helping me as well because these rule like if I were to I can do there's nothing here that I can't do with a spreadsheet you know but it would literally take me how long to >> make formulas every week or every two weeks and then see all right which is has greater than this number of clicks but in between this all right and then another formula with what bid do I have to change it to to get to this percent I mean this would be a crazy even if you're an Excel spreadsheet wizard >> y >> it would take maybe 1 hour to do what takes me 3 minutes or or 2 minutes because I have these rules set up. All right, so that's my bidding rules. And let's see. Oh, keyword harvesting. Let's take a look at some of my keyword harvesting rules. This is one of my templates here. I don't even have this product anymore, but basically I usually start with three main, actually five main campaigns. There's a auto, a broad campaign, and what I call research campaign I use or the the research is the broad and then the exact campaign which I call the performance. And then I have a as targeting campaign. Sometimes I'll have a as targeting sponsor display and then if I have a video for it, I'll have some sponsored brand video. A and I have this harvesting set up where >> um let's see what rule I put here. I put hey, if I get two orders >> and under a certain a cost, >> go ahead and suggest to me to test it out in some in my exact campaign in my broad campaign. If it's an as >> Mhm. >> that was found in the auto campaign, go ahead and throw it in my product targeting campaign, throw it in my sponsor display campaign. But my threshold of two sales, is that good? Do you do you think it should just go on one sale just in case I find a straggler? >> I think two is a good starting point. Me personally, I usually try to say anywhere between two to five. This at the end of the day also depends on the volume of sales on your category. What I mean by that, if let's say your category is a category that on average you do 100 sales per month because a high ticket product, then two sales is pretty good, right? But if you're in a category where you're talking 500 1,000 units per month, I would then increase it to four to five because again going back to the validation, right? That's why you have to use that kind of judgment and and make adjustments. >> Okay. Now, what threshold do you start new campaigns as far as number of targets? Obviously, if I just let this go, >> you know, I'll have 50 targets in one campaign, but but you know, my budgets are only like $50. So, do you cap it at 5, 10, 15, 20? >> Yeah. So, usually, this is something we see all the time when we audit accounts. You never want to have more than five keyword per campaign. >> Okay. >> And this is something that I invite everybody even live right now. Go to your Amazon account. And actually, I'm going to show you once we go on the account live here. If you go on accounts where you have more than five to 10 keywords, I invite you to order by spend. And you're going to see that after the top five to 10 keyword, the spam diminish significantly. And the reason why we see that phenomenon is because a lot of time when you put more than five to 10 keyword, Amazon will just prioritize the keys that have the highest search volume and the one that historically have converted the best for your product. Therefore, if you put 50 100 keys, which we have seen, Amazon won't have first of all, especially if you have a low budget enough bandwidth to make that happen. So, my recommendation is keep it to five keyword per campaign. And an extra advice I give is make sure when you create these campaigns, you also take in consideration the search volume. You don't want to have a a campaign where a keyword search volume of 10,000 is on the same campaign with a keyword of 100 because the 10,000 is just going to completely shadows that little keyword and that little could be your hidden gem, the one that give you an extra few sales per month. But because it's competing with these big monsters, it never is going to have any opportunity to show. So take in consideration that number of keywords on the campaign and also at the search volume segment. I I like looking back at as it says here the 60 days. >> Um and I exclude the last uh 3 days. I I think sometimes people are like, "Oh, let me just look what happened in the last seven days or or look too far." So, there's that. And I personally don't do search term isolation. That's an option here where basically what search term isolation means is if you discover a keyword that that converted for you in the auto campaign and then you're going ahead and copy it and put it in your exact campaign, now you negative match it in that auto campaign. Personally, I don't do that. What What's your thoughts on that? Yeah, I also recommend that you don't negate when you move from an auto phrase or BR campaign because usually what happens is that Amazon takes a lot of consideration on the history of the campaigns. And what is going to happen if you're having a keyword that perform very well on your auto campaign and you move to exact, you'll be surprised that sometimes the same keyword doesn't perform as well as it is on the auto campaign. So therefore my recommendation is move the keyword from your auto campaign to exact and then what you want to do to provide more um authority to the exact match campaign put a bit of course is higher than your automatic campaign because that means by nature the exact match is going to have in the hierarchy higher prioritization to show but you don't want to negate it because a lot of times if you negate that keyword and then you move to exat and you found yourself not achieving the same performance it's going to be difficult for you to come back like Bradley was giving example of if you archive a keyword or you delete a campaign, trust me, most of the time you're never going to be able to achieve that performance again. It's just based on history, just how Amazon algorithm works. Yeah. >> Okay. Anything else here um that you saw when talking about keyword harvesting that I need to think about? >> So another thing I would like to add here in terms of keyword harvesting is another thing I take in consideration is also overall my conversion, right? Because the thing is when when you're running PPC, I see this mistake a lot. Unfortunately, um when it comes to Amazon, you cannot pay your way into success by just saying, "I have $1 million, I'm going to invest all this money in this keyboard. Even if my conversion is 0.00001%, I'm going to put all the money on that keyboard." Because what is going to happen is if you send a lot of traffic to a keyword and you conversion just very bad compared to what is the standard of of your category, Amazon just going to penalize you, penalize you in the shape of essentially not showing organically and over time even impressions might potentially go to zero for that keyword because just Amazon keeps showing you and showing your conversion is very bad. So you want to have a very good understanding what is is the conversion on on your category and that's something that you can achieve with helium or even brand analytics. You can have a look at what is essentially the average conversion and you can use as a benchmark to know if you're doing well or you're just burning money effectively to not reach and go ranking organically. Yeah. >> Okay. All right. So that is the keyword harvesting. Let's take a look at what else I have going on here. I do have some day parting >> uh schedules here. I was going to mention >> um I don't have budgets uh going now. Now here's the thing. I just put a blanket >> a blanket day partying for everything cuz my bids weren't high and I was just kind of lazy too and I did bring it down like if you look maybe like 8 months ago when I didn't have it. You would see like in the middle of the night my a cost was just out of control >> and and it's a little bit better you know now but then again my my my spend is going down. But >> I imagine this is not the best way to do it when I just give the same schedule to all of my campaigns cuz I could have had some campaigns that were doing well in the night time. So, so, so give me some advice here what I should do. >> Yeah. So, day parting is something that can be very beneficial. But at the same time, I recommend that in order for you to implement a day parting, you need to have enough data on an account such as this is a no-brainer. This account has been running for years. There's consistency of the data. Therefore, it's a goal. But if you're just launching on Amazon, I wouldn't say departing from day one is a good strategy because most of the time you're just guessing. you're guessing that yeah people show more in the evening during the morning leave it at least I would say bare minimum one to two months at least the minimum and once you start seeing consistency as you can see in the screen then you can make a judgment in terms of when the schedule should be like if you see here on the screen you can see very clearly that is on the afternoon when most of the PPC orders are happening you can see how during the mornings you're still making some um sales but bulk is after midday we can see And that's where you can start being very strategic. You can essentially start making the decision that okay, I need to allocate the schedule to essentially run my PPC campaigns more during the afternoon compared to the morning because clearly here I'm not being as as profitable. And this is something that um also answering a broadly question um this is something that you can also be specific doesn't have to be for all your campaigns. could be only your main keyword or your top five keywords like try to make sure you go inside the data find the consistency and then the good thing of helium 10 and and overall it's the rule makes very easy like you you just click here as you can see you select the campaign and you just make sure that you double down on one is working for you yeah >> okay all right so that's pretty much me u my my main rules I do have some negative targeting rules but I I I you use the same um kind of like idea that I do in the when I pause a target in the negative targeting actually for my auto and broad campaigns where I want to negative match. I don't have negative targeting for my exact campaigns. I like to pause those. That's why I have that rule over there. >> But um one thing I'm not doing at all here in Helium 10 is budgets or or placements. Um >> that's a big one. Placements. Yeah, the placement's like here here's my here's my reasoning here and I I know there's not like exact right or wrong, but if I didn't use Helium 10, which you know is is opposite because we're talking about Helium 10 ads, but if I didn't use the rest of Helium 10, I think I would definitely be using like the the placements as far as like top of search, rest of search. >> But in my opinion, like the reason I personally don't is because I like to control a little bit more my placement myself instead of relying on Amazon because I use Helium 10 keyword tracker and I turn the boost on. So, like if I set a $1 bid, >> Mhm. >> 6 hours later, I'll see where that bid is getting me >> and then I'm like, "All right, I'm at position 10 because Helium 10 is telling me that. All right, if I need to be in the top four, let me go to $125." And so >> I I don't know, maybe it's cuz I have trust issu trust trust issues with Amazon. Like I don't want to just say, "Hey, Amazon, sure, whenever you want to increase my bid 100%, go ahead." So, but but what are your thoughts on on placements? like do you cons always use placements even with Helium 10? >> Yeah, I would say placement is a no-brainer and in fact when we do audits on accounts that's usually the lowhanging fruit that as soon as we start working with somebody and we start touching that the performance get the the fastest kind of outcome, right? And the reason is very simple because at the end of the day this there's so many case studies to prove this like most of the sales at the end of the day happen on top of the search. Okay. And when you start identifying which are the keywords by which you are performing consistently top of the search, it's a no-brainer for you to then make the decision to put most of your money on that placement on that specific keyword. But I can't tell you how many times I have audited accounts $50 million, $70 million accounts. I go on the placements and it's zero zero zero. When I say zero, it's a percentage adjustment. And it's like guys you you guys are spending millions of dollars and your this is something that just by me putting from zero to 50% I will improve the profitability and they will say the best guy in the industry but it's something as simple I just changing that percentage it's such a low hanging fruit and I don't understand why people don't do it is I I I feel sometimes people is not even aware this exists. >> Let me ask you this though since I don't have experience ever using placements. >> How does it affect my bidding rules and stuff? Because obviously the bidding rules I have uh like on a cost it would be um it's based on your your your main bid like let's say it's a dollar but what happens if if I have a 100% you know um placement for top of search that means I could potentially get I have a $2 bid >> but will will this affect my my bidding rules where it might make it messed up or it still kind of works out the average will will work out fine still. >> Yeah. So what happens is let's say you have video $1 across the keywords that you have on that campaign and you put 100% on top of the search. What is going to happen is that Amazon is willing to increase the bit up to $2 to make sure that you show on top of the search. Now it doesn't mean all the time that by you reaching the cap you're going to show because there could be people putting 200% 300% you can go up to 900%. So that's where you then have to split test and see what works for you. But the goal here is that you're giving essentially the green light to Amazon to say I'm willing to spend more money as long as you prioritize me to show on top of the search. And this is something that is very similar to Amazon marketing cloud and then we can cover it on today's webinar. Amazon Marketing Cloud does just that is just giving to a specific campaign saying if people matches this audience I'm willing to pay X percentage more for you to prioritize this audience. So it's something that there's not a perfect percentage here. It's like beats at the end of the day. You have to split test. I wouldn't recommend go crazy. Start with a 20 50 100% see how it performs. But another tip I want to give before I I finish this point is make sure you don't play with placements on campaigns that you have too many keywords because the placement adjustment happens at the campaign level. So >> this is a big mistake I see happen all the time. You have a campaign with 100 keywords, you go to your placement, you put 100% adjustment, all those 100 keywords now are going to have that 100% boost and suddenly you can spend all your money in a matter of minutes because you were not aware of that. That's why placements optimization becomes the most powerful when you start doing term isolation. That means single keyword campaigns because at that level you can be very surgical in terms of only for this keyboard. I want to beat as much as possible to keep dominating top of the search. So, let's say for people like me and maybe some people out there who have not used placements before, you know, we've been doing without placements for for a year and and we're happy with where we're showing up, but would you suggest then that like let's say I'm going to use a a 25% >> Yeah. >> top of search. Would I take my regular bids down by 25%. Otherwise, it's going to my bid is going to be higher so that it's just going to bring me up and then it's going to make me maybe less, you know, like like >> Yeah. >> Or or do I just keep my bids as is? I would think that would make me unprofitable because it'll take my 50 cent bid and now all of a sudden it's 75 cents or something. >> Yeah. So another thing you have to consider is let's assume also you have the $1 bid on the keyword >> and you see on your report in fact I can put maybe a quick example here in this campaign. This is a campaign I was analyzing for the coffin shelf >> and you can see the same thing here like 0000 but you can see how on top of the search in fact let's actually also add return on spend. So we have all the stats. We can see how on top of the search is where we are the most profitable, right? But look at the distribution of spend. We keep spending on locations on placement that we are not as profitable. So we should start diverting >> and it's almost even the the spend there. >> Yeah. Um so and even sales like for example if we have a look at here that is called product pages we're spending almost the same and doing half the sales of top of search just to give an example. So, what do we need to essentially do here to answer your question the bids? Um, if you have a bid of $1 and that bid is competitive enough for you to keep showing on top of the search rest of the search and product pages, a good strategy is you lower that $1 bit to 50 cents or to a level where is not any more competitive to keep showing on rest of the search and product pages. And then by using the percentage attachment, you force the campaign to only prioritize top of the search because at that level the default bit is not competitive enough to keep showing here and eventually these bits are going to go this impressions and metrics are going to go to zero and the priority session is only going to be on top of the search. So that's why you lower the bid until >> the other placements are not having any visibility anymore. >> Okay. Um let's see any anything else in Helium 10 we can talk about before we talk about the stuff that I I haven't uh been uh been doing like we talked about rules we talked about my keyword harvesting we talked about bid placements uh we talked about day parting let me ask you one thing you know I do have sometimes like about 15 keywords or even 20 in one or targets and is the best thing to do to take the five or 10 with the lowest number of impressions and put those in a new campaign and keep the the high ones uh as I try and get my targets down. >> Yeah. So, that goes back to the point of history. Um you when you're doing optimization and you're working on on a campaign that you have a few terms that are very working profitable for you and the other terminologies are not what you want to do is the one that are not working are the ones that you're going to move, not the other way around. Why? because it's very difficult as I mentioned to replicate the same success on a new campaign because Amazon will take in consideration how the history of that keyword was performing on a given campaign. So yes, let's say you have a campaign of 20 keywords only five are performing. You remove the other 15 and those 15 I would then create another two or three campaigns to test these 15 on isolation on a new environment essentially. >> Okay. Excellent. All right. Now, if we're done with with the the the Helium 10 stuff, what are u the basics? You know, what you saw like campaign structure or um you know, types of campaigns I'm not doing. Um yeah, hit hit me with some some hard truths here, >> some juice. >> So, I would say the the first thing um that we can of course just double down is on the placement optimization. That's a big area that we should definitely leverage. like just as you guys can see in the screen there's essentially no no um leverage of this functionality. So that's a thing I would recommend everybody to even at home to check out. The other thing I actually was having a look at is um when it comes to a Amazon marketing cloud. So essentially you guys are going to find this under audiences within any given campaign and Amazon marketing cloud is something that has been gamechanging for all our clients and even myself personally. Why? Because essentially what Amazon marketing cloud allows you to do now is to create audiences based on behavior. Now this campaign has a lot of data and Amazon marketing cloud now allows you to go back up to 25 months. Imagine like answering your question that you felt like there were periods of the time you were very busy. You you feel like you lost all those insights but actually you didn't. Now with Amazon marketing cloud you can go back in time you can create audiences of people that have converted the most that are repeated customers that are engaging with certain competitors and then they purchase from you. And by creating these audiences, what you can do is you can create an audience essential essentially and you can put it in into this campaign. Now the campaigns that you see in here, everybody on screen, these are templates that Amazon already has done for you. As you can see is products that have been added to the cart. So this is people have added your product to the court, people that have bought products from the brand before and also people that have a high interest on this product potentially based on the behavior. Maybe instead of shopping for a coffin, they were shopping for any other items related to that, right? Um, and the beauty of that is once you start adding these campaigns, you can say when somebody that has, for example, added this product to the cart in the past is typing for one of my keywords such as coffin shelf, make sure you increase the bit by 20, 50, 100%. Now, just as example of placement, now this goes an extra layer. This is now based on behavior. That means when the persona that is likely to buy from you is engaging with your ads, you are willing to pay double three as many times as you want. So now essentially Amazon is giving you the key to make sure you only spend money where you're more likely to spend. Um I mean here with the amount of data, this is a no-brainer because by doing so we essentially stop all the experimentation that's been done on this account which is the purpose initially of this account to now going to essentially doubling down on what has worked in the past. All right, before we move on, we got one question from here. Rachel says, >> "How does Vinenzo use budget schedule rules?" So that's something that I'm not doing um in Helium 10. So >> So essentially the the budget um rules, right? >> So on the budget at the end of the day, what you also need to define is how you want to essentially distribute your bud budget across the day. The difference between this and the parting the part is more an on and off, >> right? just a switch and budget is more to say I actually want my budget to last the whole day >> but I'm willing to only let's say I have $100 rather than being this $100 distributed randomly I only want to allocate $20 for the morning and $80 for the afternoon. That's essentially the different way um the day partying. Now to answer your question the way I will use is very similar to um um day partying. I will go to my dashboard. I will have a look at historical data and for example let's say I'm focusing on profitability. I want to know where my aos is essentially the lowest right I will have a look at here and I can clearly see that my aos start to essentially become stable after midday and during early hours of the day aos is essentially not as good. So what I will do is say okay I'm willing to allocate more money after 12 until then you can define a max 10 p.m. right >> so that's essentially what you're doing you're saying my budget is $100 but rather than um allocating because at the end of the day if you don't do budget rule it just random you're saying only between two and three release $30 or between five and seven $20 and there you go but you have to essentially >> got it on my first point based on historical data. Okay. All right. You talk about the audiences. What else uh should I be doing that I'm not yet? >> So the other thing I also was having a look at is that for a lot of the campaigns I see here is um they are based on kind of research phase. You have for example your research campaign here which I'm going to open by the way so people can see. >> So on this campaign what you guys were doing is they were broad keywords right? Yes. you're trying to identify new terminologies. But if I go back to my campaign dashboard at this level of the account, I shouldn't be having essentially if I order by spend a research campaign as one of my highest spenders after video because I already know which are my keywords. >> Yeah. So that's another thing I would recommend to take action as soon as possible is start already doing isolation of single keyword campaigns because I can already see on this camp on this account there's five to 10 keywords max that keep driving the sales and at this level of the account I would like to see one keyword campaigns having that isolation to control not only budget >> but placement >> where how you know like the history is very important as we know you know sometimes you take one keyword and you put in a new campaign it might not do it How do you determine like, all right, what do I do here? Do I take all of the other keywords out and then now I leave, you know, the hero keyword in there now I have a single keyword campaign or when do you take the I guess you can call it a risk and and put it in the, you know, put it in a new campaign by itself knowing that it might not get the same traction or do you do it and just keep the other one going and if it doesn't give you traction you just like oh let me stop that or tell me what I should do there. So in this case what what I will do is I will have a look at all my campaigns in here and see if there is some kind of campaigns where already one or two keywords are the dominance and if that's the case I will use the campaign as my starting point for my new single keyword campaigns and move the other ones for new campaign. If the scenario is the opposite which means there's a campaign where 10 camp 10 keywords are consistently making sales at that point I would move the keyword because the thing is you don't want to sacrifice the success of the nine keywords for the second one. So those are the two scenarios you're going to encounter but ideally regardless long time you need to achieve some level of single keyword campaign structure because that's the only way you're going to be able to exploit and take advantage at the end of the day of the placement optimization. So the other thing as well is I was having a look at the type of a campaigns. So for example, if we put a filter here and we put by type of campaigns, sponsored products, we can see that for example sponsored products, we spend $200. Then if we do sponsor brands, we also spend around $200. That's already is kind of like a semi red flag because sponsor brush should never match what you spend in sponsored products. That's already doubling down on my initial point that we're not leveraging exact much campaigns as as they should. And the other one, if we go to a sponsor display, we investing very little. Now, why a sponsor display at the end of the day is an important campaign to utilize and I'm going to show you here live. So if we go to the listing right once we are here on the listing at the end of the day what we have to consider especially for product like this >> now here is not loading because we are from London so sometimes based on on this where I'm logging from it's not going to show >> but here there's an ad that show under the buy box and also under the bullet points and at the top that's mainly sponsor display. >> Okay. >> And the reason why those kind of ads are very important is because it's not only from a defense point of view, but also from an attack point of view. Like I saw these other competitors that are having that kind of back door, I call it open. We should be exploiting there more. And the second thing is that we're not having any kind of retargeting. Like the fact that most likely we're having a lot of abandoned cards means there is a lot of engagement already happening with the page but we're leaving the money on the table by having zero engagement after all. So that's why by combining Amazon marketing cloud which you can do with audience and sponsor display you can make sure you keep engaging with them to then eventually convince them to buy your product. So this is something I wouldn't put a lot of budget into because sponsors pro should still be the priority. But again, if we go back to the filter, the fact that we only spend essentially $7 means there's zero kind of defense, attack or retargeting strategy. And that's something I would like to see more. Um, and and the other thing as well is when it comes to sponsor brand, this is something actually very important I would like to pinpoint. The campaign that spending the most amount of money here is essentially video campaigns. Now this shows that for this type of um product clearly people like to see how essentially the product is being used like how many things you can put on the shelves here and there and when I go inside this campaign the first thing that I start to identify if we go to this kind of ads right so essentially when it when it comes to this video I see that we are not really split testing a lot of videos in the sense that we've been using the same video over and over again. And this is another thing that especially with the eye nowadays is a no-brainer. What I will do is I will take this video, I will create another three or five variations >> and I will start refreshing that because over time videos get what we call like burnout especially a video like this. It's been four years now showing the same keyword. So that's another opportunity I would put there. >> And the other thing is I see no leverage of um storefront right. >> Yes. So, for example, um we're not really running ads to what we call a single a single product landing page. And that's something that is a hidden opportunity as well because where do you think you lose most of the sales is when people land here, they scroll down, oh look, another competitor, another product, and then you lose them. But if instead which you can do with your storefronts, you have a single product landing page and you can drive traffic with your sponsor brand campaigns. Essentially, you remove that kind of comparison effect and you can add to the car from here. That means look here, there's no competitor I'm looking at. >> So that's something that I usually will do with my top three to five keywords because at that point my brand is already strong and I will double down. So, those are some of the I'm going to make a pause in case you have any questions, but those are some of the recommendations I have in terms of ads. >> Okay, this is this is great. Now, I think I'm going to maybe even propose to you if you would be bold to say what you think you could do in like three or four months, like if your team took over this account and maybe another one like what we do, and then hey, if it works out good, we'll bring you back uh on. But before before we talk about that, I just want to you know, there might be some people have to bounce here. Um, how can people find you out there if they want to get, you know, help with their own advertising like you're giving me here? >> Sure. So, feel free to find us at ecomy.com eco mcy.com where you can book a call with me and my team. More than happy to have a conversation about how we can help you with Amazon. That's why we do. We're a full service agency where we specialize on scaling brands by doing their PPC, DSP, listing optimization, brand management. We also do Walmart and Tik Tok. So we are omni channel when it comes to that and if you want to find me Vinceno Toscano there's only one Vincent in the industry luckily so you're going to find me very easy in Instagram LinkedIn or Facebook feel free to reach out send me a DM I'm always open regardless of the size you know like even if you're doing a $100 you're making 10 million like I'm open to have the conversation and I'm sure like hopefully I can give you some tips to to help you scale your brand forward. Yeah. >> Okay. And you know, we showed you guys a lot of Helium 10 ads. That that's how I was I'm able to pretty much, you know, manage his whole entire account in just minutes per week. If you guys want to use Helium 10 ads and have the same rules, uh recommend getting the diamond plan with Helium 10. Um if you want to upgrade if you're on the platinum or you're just a free user right now, uh use the coupon code SSP10. SP10. That'll save you 10% off for life. But that, you know, more than pays for itself within just like a couple of days uh of the amount of time it saves you in managing your ads and and the ability to do uh the budgeting schedules that he showed, the day parting uh schedules, the the keyword harvesting, all of that. So, it's uh Helium 10 ads available in the diamond plan upgrade now. So guys, thank you so much for tuning in and uh hope you guys uh are going to implement some of these things that we talked about today and we wish you the best in your advertising journey. See you guys later now. All right guys, bye.