#514 - How I Manage 300+ Amazon PPC Campaigns in 30 Minutes a Week!

On this episode of the AMM podcast, we are talking about how you can manage 300 Amazon PPC campaigns in just 30 minutes, how to set up customized bid rules, and how you can utilize AI to help you manage your campaigns. This and more on today's episode. Hello everybody and welcome to the AM podcast. My name is Bradley Sutton. My name is Carrie Miller >> 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 AM and the PM, hence the name of the show. >> Get it? AM PM podcast. And as a matter of fact, tomorrow I leave for Kevin King's Ecom Mastery AI in Nashville. And even though I will be networking and learning all about AI at that conference, I will still be making money online. How cool is that? Pretty cool, I think. >> Hello everybody. Welcome to our workshop. What are we here to learn today? We are here to learn about advertising and not from like a software salesman point of view. I have multiple Amazon accounts that I run. I manage over 300 campaigns and I'm basically going to let you know how I run it. And I'm going to invite Carrie on here in a couple seconds. And Carrie also is an Amazon seller and she also has hundreds of campaigns that she manages. And so we're just going to be talking about strategy of what to do off of uh Amazon advertising first. Like how do you get how do you know you're uh you know doing the right keywords? How do you manage budget during days like Prime Day? We're going to talk about that. um when to use automation, when to use AI, and then for those of you who have Helium 10 ads, I'm just going to completely un uh you know, kind of like open how I run my Helium 10 ads uh so that you guys can maybe copy some of uh what I do if if you like my my style here. All right, so let me go ahead and bring on my uh co-host here. All right, Carrie, welcome to the stage. How's it going, Carrie? >> Hello, everyone. Thank you. Yeah, it's going great today. So, I'm excited to uh show everyone, you know, things I've learned about PPC and just advertising in general. >> Carrie, before we get started, until like maybe six months ago or something, how were you managing your advertising >> through a an agency? >> So, basically, you weren't managing your own advertising. You were just kind of like outsourcing it. >> No. >> And then now, how so how long has it been six months since you kind of took it over yourself? Okay. So, you are newer to managing your own advertising, but you're not new to Amazon advertising because you've had these accounts for like 10 years. Yeah. Almost now. Okay. All right. So, something that's important um that, >> you know, people forget about. They they think we we should just be able to to hop right into to advertising from day one. Turn on auto campaigns. Let's go. actually there are some steps you need to take even before starting your first campaign uh or if you're launching a new product before you do that and and that's like on the keyword research. So so what's your process Carrie if you if you can share your screen and walk us through how do you even choose the right keywords to target in advertising? >> So I think this is something that a lot of people probably get when they first start with an agency. They're like, "Oh, we're just going to run auto campaigns and like and harvest keywords, I guess." But that's a very expensive way to do it. And that's why it is important to do what I'm about to show you is just kind of do your own keyword research and look for the keywords that are going to be the most relevant, but also the most realistic for you to um you know, rank for and do well on. So, I actually just um looked up electric kettles. So, say we're selling an electric kettle. I just bought one, so I thought, hey, let's do electric kettles. Um, and what I usually do is first I go to X-ray on the main keyword. So, electric kettle is the main keyword and I pull X-ray and I look for um products that are selling the best and I I like to use, you know, choose, you know, quite a few of these products and then put them into Cerebro. And the a fast way to do this is you can literally just kind of check these off based on the sales. You don't have to copy and paste like we used to have it where you would copy and paste, but you can basically just check all the ones you want to take a look at and then hit run Cerebro. Now, what we're going to do on Cerebro is a reverse as search. Okay? And this is basically um where we see all of the keywords that that product is ranking for in the organic and the sponsored product spot. And um and so this is a really good way to kind of I don't know, not necessarily steal keywords, but kind of spy on your competition, see what keywords they're targeting their in their ads and where they're ranking organically. So, I actually already kind of ran this just for time sake. And so, we've got um our electric kettles in here. And what you're going to want to look for, so this is all basically compared comparing to this first as here. Um, and we won't get too much into the details here, but basically, this is going to show all of the keywords that these products are ranking for in the organic and sponsored. Um, and there's ways that you can filter through and obviously we don't have enough time to go through. But we have these little one-click filters and I like to kind of click on those sometimes just to see if they're, you know, what the opportunity keywords are. Um, and just to find some good maybe search volume, but there's a way to kind of validate whether or not that keyword is going to be too expensive because sometimes, you know, you're like, okay, yeah, I want to I want to advertise on electric kettle, but there's a lot of people advertising on electric kettle. So I'll if I'll go if I go back here I'm going to show you see electric kettle if we look over and this is the way we kind of can see it is we look at the reviews we can see quite a few reviews here now there is some you know opportunity I guess potentially but for the most part the main players here are like 47,000 11,000 25,000 this is very competitive in terms of a keyword um so you want to find you know some keywords where there's when especially when you're starting out and you don't have any reviews and you haven't established anything. You want to find some keywords where um you know the top 10 there are not thousands and thousands of reviews in those top 10 listings. Um so I want to see if I can find one. So let's see here. Um let's look for an electric. You can actually sort through here too and I can just say hey electric. Just see if something has electric in it and see if we can see gooseeneck electric kettle. This is a kind of a lower search volume but we'll just take a look on at that on Amazon. Um, and this if we pull the extension here and this is X-ray, you're going to be able to see how many basically reviews are in the top 10. So now you don't necessarily always have to, you know, do, you know, a low search volume keyword, but what you want to do is always validate how competitive it is cuz sometimes even a low search volume keyword, like maybe there's only 1500. I'm actually in a very competitive niche. some of those keywords everybody's fighting for and there's other keywords that are more longtail that you can kind of focus on like for example electric kettle for travel or something like that maybe that would be a keyword that you know would fit your product and that would be good to go on and maybe is less less competitive. So if we look at this one uh in the top reviews if you can see that there's a lot less reviews here. So, we've got only 28 reviews, 27. That's going to be a good way to see, you know, that this is potentially a good a keyword that I could I could rank for. So, what I'm saying is you don't want to go for those high high search volume, high competitive keywords right away because then you're going to spend a ton of money and you're not going to rank because you're competing with these these sellers that have been established there and already have the ranking in all these thousands and thousands of reviews on there. So, you want to kind of um start from the base and then work your way up. So, for example, electric kettle, you want to eventually rank for that. Well, electric kettle for kitchen, maybe that's a keyword. Okay, electric kettle for hotel room. Maybe those are different keywords. As you, you know, maybe target those longer keywords, you're going to still start ranking for electric kettle. So, that is kind of the strategy is to to go for these less expensive keywords that are longer tail um and then move your way up. So, that that is one thing to to take a look at. Now, the next thing is Prime Day is actually coming up. So, this is one of my favorite favorite strategies to find keywords that maybe your competitor was targeting last year and um that you want to capitalize on now. So, um for example, this is a product I always see that does pretty well on Prime Day. It's a TCO uh wet dry mop. And so, what I did was I I did a search of this particular product. And then we're going to click on historical trend. Okay. And this is going to give you up to 24 months of of keyword data. Um, and last year Prime Day was actually in July. So, I'm going to click on July, just that one month only. And I'm going to hit apply filters. And then what I like to do is I like to filter for phrases containing Prime. Okay. And I just hit apply filters. And now I'm going to see keywords that are Prime Day focused and where this particular product was ranking. So this one, it looks like they were, you know, targeting this one and they were sponsored ranked 24 or nine. You can see where they were kind of targeting their advertising. And you can also see where they were organically ranked. Now, this this particular product looks like they're not necessarily capitalizing on a lot of these. It looks like Prime Day vacuum deals. They they got sponsored ranked number nine, so they were advertising on that. But you can find some really high search volume keywords and you can see where this top competitor was and what they were doing. Um, and just, you know, maybe you can find some more keywords where they're ranking, you know, very well. You can sort by organic rank. So, they're lookings like Prime Day Steam up. They were in spot 21. So maybe, you know, you can try to beat them in some of these particular keywords that um are really high search volume and would be great for Prime Day. So that is a great strategy for just looking back in time and finding those keywords for kind of events and deals. Um and then one other strategy, and I don't think a lot of people have seen this yet, but in Blackbox, which is our product research tool, um we have a a section called find outstock products. And this is really really cool because Bradley actually got the idea about this because we had this coffin shelf makeup. It was like a makeup coffin shelf that was competing against our our coffin shelf and they were just killing it all the time. They were selling so many every single month and we were like goodness what are they doing? But then all of a sudden they literally just dropped off. So um when they drop off it's hard for you to actually find the as on Amazon and figure out what was going on there. So, we have this tool now that you can literally go back in time and find, you know, whatever products that have gone out of stock. And here's just an example strategy on how to do this. Um, you can go back and say, I want to find a product that has, you know, tons of tons of sales or maybe you're just looking for a new product to sell. Um, you can put in the the number of sales. Okay? So, this is the parent level sales. Maybe I'll just put in like a thousand. This is for the entire year. Okay. Um, and then, um, what you can do is you can hit a sty, uh, like an active date. And I like to just go back the past calendar year. So, I'm just going to go back the past calendar year. Um, and I'm going to hit January 1st, and I'm going to go all the way to December 31st. Um, you can actually put in specific keywords in here that you want. You can choose categories and anything that you want. But I'm just going to hit search and show you that there's a ton of products that were doing pretty well and they were selling pretty well, but they're literally out of stock here. So, this is a great product research meth method, but also a a way if you had a specific product in mind that went out of stock, you can find them this way. You can find that as you can do that historical search still on them. um like I just showed you for the Prime Day type keywords or you know if it's a seasonal product you can go back in time and see what what seasonal products were doing best and see the keywords that they were focused on for the organic and sponsor ranking. So if you haven't checked this out this is an incredible tool to you know find those those products that are no longer listed on Amazon but you can still do keyword research on them and still figure out what their strategy was. >> Awesome. Awesome. All right. Thank you for that uh Carrie. So, as you can see, we haven't even started talking about actual advertising yet, but there's a lot of prep work you need to do beforehand. Now, Carrie was talking about what if you have like a new product, how do you find keywords? Well, what's another off advertising way to find keywords for mature products? You know, once you're advertising, um, of course, the the main way you're going to really see what keywords are working well for you is looking at your own advertising, right? But what's a way that you're just like, "Hey, I I've never really take took a look at my advertising. I have been advertising. I can see what's going well in ads, but what are some other keywords that maybe I have a right to win on or I need to focus on?" All right, and that is through a search query performance. All right, anybody here, let me know in the comments who uses search query performance data from Amazon. You know, you go into the brand analytics and go to search query performance uh in your seller center. Who has been using those and downloading those reports? All right. So, if you're launching a brand new product, obviously it doesn't have thousands of of reviews whether you're uh a leading brand or or not. Uh and small players small players have could have thousands of reviews if you've been selling a product for like, you know, three or four years. Okay. So, a lot of people are using search create performance. Excellent. Good. Actually, not a lot, you know, only like 30 people said out of the hundreds that are on here said yes. I hope the rest of you just are too shy to answer and that you guys are using it. But, as you guys know, it's like really hard to like download multiple reports and then combine things. But let me just show you a quick way where you can like isolate, hey, what keywords should I be focusing on on my mature products? So Carrie was talking about brand new products. What about mature products? Uh in search query analyzer, which is in Helium 10. Um you can go to multiple date ranges. So what you guys who everybody's got the diamond account, you guys have access to this. If you guys don't have Helium 10, guess what? You just download this from seller central. This is not like special data that Helium 10 has. The the special part of this is that I'm about to show you what uh how it takes 30 seconds to do this. It'll take you one hour to do this in seller central, but download up to 12 months of data in seller central if you don't have Helium 10. If you have Helium 10, just hit month of and select every single thing. Uh select one of your products. I selected this uh cursive handwriting book in one of the accounts that I manage. And the next thing is right here you have the list of all the keywords that are related to your product per search performance. So the first thing I like to do is just I want to see hey what are all the keywords that I have actually sold for. So I can just say my purchases at least one. Okay. And then now I can see hey these are keywords that even Amazon is saying not Helium 10 but Amazon is saying has driven sales. Like look at this one keyword has driven 200 sales. And actually the numbers you see in search create performance, you can almost multiply this by like maybe two or three or four to get like a total. This is only showing purchases that happen within like a 24-hour window and where they're not clicking around and browsing. Like if they have to click uh something in the search, they add it to the cart and they buy it right away. That's what shows up on this report. So, who know, you know, there's probably a lot more purchases that are happening. That's why I say this 200 number probably is more like 600 or even 800 potentially, but it's a good apples to apples comparison. So, right away, if you have a mature product and you've been doing sales, look at this report. What have you been getting sales for? But the other advantage of search performance is you can see the market conversion rate versus yours. So then you know what you're doing better and how does this affect advertising? This should be like what you want to double down on in your advertising, right? Why? Because if your conversion rate is better than everybody else for a certain keyword, what's going to happen the more conversions you get? Your organic rank is going to increase. And that's one of the reasons why we do sponsored ads, right? is we're trying to get our organic rank to increase so that you know we don't always have to pay to play, right? So, for example, here's a keyword here where it's grooved cursive handwriting workbook. So, as you can see, we have a better conversion rate variance than the market. Mine is 10.86, market is 8.40. This is a Helium 10 calculation. Obviously, if you don't have Helium 10, you just have to make a formula to calculate this out. But now I know, hey, you know what? This is a good keyword to focus on because I'm converting better than the market. But here's another keyword where hey, it's still bringing me sales. So, it's not like I want to ignore this keyword, but do I need to break the bank on it? Not necessarily. Because actually, my conversion rates much worse, right? So, this is a good way to look at data to kind of like decide if you're thinking like, I don't know if I if I want to keep going hard on this keyword in advertising or I want to take my foot off the gas because it's not very profitable. This is a way you can look at it. One quick thing you can do if you guys have Helium 10, just say, "Hey, where are my outperforming converters and then instantly it is going to show all of the keywords that brought you sales plus the ones where your conversion rate is better. So now we've got a list of 217 keywords that now I take this and I'm going to go back to my advertising, right? my my my my ads or my PPC if I'm doing in seller central and start looking for what I'm doing on these keywords, right? Because then you look over here now. Now we bring in some Helium 10 data and I'm looking here. You guys might be wondering how in the world could I have 30,000 impressions but only 18,000 searches. Well, this is not Helium 10 search volume which is an estimation. This is actual Amazon data. It's because guess what guys, look at this. My organic rank is always on the top of page one. And look, my sponsored rank is at the very top. So most of the time that somebody searches this keyword, I'm showing up twice. I've got a lot of topshelf real estate. All right, but here is something. Look at this. Um, let's take a look at one of these other keywords here. Groove cursive handwriting book. You know what? My sponsored is not always on the top. So I might be leaving some money on the table there. Uh, look at this one. Reusable cursive handwriting book. I'm not at the top on advertising. So, this is how you can kind of combine Amazon data with Helium 10 data to kind of decide what should I be doing with my um with my advertising and my budgets and my in my bids, etc. Okay, so search query performance guys really really really good to to uh work on. Um, what about campaign structure? I want to show you guys some campaign structure here of how I start or I do um my mature listings. All right, let's take a look here. Here is one of my my products that I just recently started campaigns on. And so, as you can see here, there I always start with basically five and sometimes seven or even eight. All right. So, what we have here is I always start with what I call a performance campaign. This is a campaign that is my exact match. So like when I first start, I'm using what Carrie was talking about like trying to find the keywords in Cerebro and I'm putting those the ones I have a right to win on from day one into this performance campaign. At the same time, I start a research campaign and usually for me it's broad match. All right, some people do phrase match. I like doing broad, you know, it's not like one way is better than the other. It's just kind of uh to each their own, right? So, this I'm like having a lot of like the core base keywords that I found in my keyword research. Like if I'm selling coffin shelves and I've got, you know, coffin shelf, coffin decor, uh, etc. Like I might have a broad match for coffin or something like that, right? Um, the other thing I like to do is an auto campaign. All right, so in auto campaigns, remember, and broad campaigns, Amazon can show you for stuff that you're not even indexed for or you're not even searchable or you never even knew could be relevant. And so this is a great way to discover new keywords. All right. Uh the other things that I have going on here are a sponsored display campaign for product targeting. All right. And a sponsored product for product targeting. But I don't or I do have that one in here. Sponsored product for uh product targeting. So the these are both as targeting campaigns. Now for me, I said sometimes I actually might have seven uh campaigns. Which ones are those? This one doesn't have any videos. This is not my account. I just run it. Um, they're helping me uh allowing me to run their advertising for a case study. But if I were them, I'm actually going to have them do this. I like doing video campaigns, too. All right. Sometimes video campaigns are really great for branding and and sometimes they're even better cost per click than your keyword campaigns. Not always, but there's two types of video campaigns that I like doing. I like doing the uh asent targeting video campaigns, but I also do the keyword targeting video campaigns that that show up kind of like in the middle of the page. And then the eighth campaign that sometimes I have if I have multiple products, I'm running sponsor brand headline ads. All right, so that's usually my campaign setup to start. Now, it definitely, you know, changes over time where I add more campaigns depending on what I'm trying to do. And then if if these fill up, then I'm going to, you know, duplicate some of these campaigns where I only want to have like 20 targets in one. And then once I hit 20, well, what do I do with this performance campaign? I keep that one going, but now I start a new performance campaign. And uh I'll talk about that in a little bit for for uh keyword harvesting. But these are kind of like my rules. Now, what are are what is keyword harvesting? Keyword harvesting means like let's say my auto campaign finds a keyword and that I convert for it that I wasn't targeting in my performance campaign. What if my auto campaign finds an as they can show you for asens that I wasn't targeting in my sponsored display or my sponsored product? Well, I want to harvest those keywords. Now, whether you guys have rules or not or whether you guys have uh software or not, you guys need to be doing this. If you don't have Helium 10 doesn't mean, oh, I don't need to harvest keywords. You absolutely do. How do you do that? You got to run your search term reports, see what you converted on at whatever a cost or whatever, you know, kind of standard you're setting, and then now you got to go put those keywords into the other campaign so you can target it 24 hours a day. If it's converting for you in auto campaign, that doesn't mean Amazon's going to show you 24 hours a day. It's like whenever Amazon feels like it. You don't want to wait for Amazon to do it. So that's why you put keywords or asins that are working well for you in some campaigns. You want to put it into your performance campaign or your manual campaign, right? So I don't want to have to do that and run reports. So he since I have helium 10 ads, I set up this rule right here as you can see here where I say, "Hey, if I get two orders in one of these campaigns, my auto or my broad, and my a cost is less than 100%, there's no magic number here, guys. Uh I just put 100% here for me. Some people are like want to be really strict and they only want to harvest keywords that get that are at 30%. Do pick your own number. Then you know I and my look back period 60 days then create a new target with the uh cost per click. So what what does this mean with all these check marks? Basically, let's say by me having this checked here, I find a a keyword, I get two conversions any time in the last 60 days and it's under 100% a cost. The fact that I have this broad checked and this exact check, that means it's going to take that keyword and put it in each of these campaigns so I can test that keyword further. Why do I want to put it into a broad match? Well, who knows? Maybe I I convert for coffin shelf, but what if there's another keyword like coffin shelf for men, coffin shelf for women, longtail versions of that keyword can convert for me? So, I want to test it out. At least just try it in this broad campaign. And of course, I want to test it out the exact match campaign, right? Um, so, so this is how I do that. This, you see how I have this, uh, check this means as it's like a picture of a product right here, right? So, do you see if I find something in the auto campaign, what this means is I want Helium 10 to tell me to put this into my sponsored display campaign, into my sponsored product campaign. All right? So, because those are as targeting campaigns, if I had the the video as targeting, it would actually put it there. So, I don't have to worry about every week, you know, going into my search term reports and trying to find it and then trying to find which campaigns to put it in. This is going to tell me to do it. and I just click a button. I'll show you that later on how to do it. But even if you don't use Helium 10, guys, this is a strategy that goes for every single person in this room. This is how you should be managing it. Um I I I like setting this daily. You guys can like maybe Hey, you know what? I only want to check every 3 days. I want to check once a week. Uh I I I set it daily. And I don't uh do automation. That's just me. I know Carrie used to do automation. I don't know if she took my advice and stopped the automation because I like to decide yes or no. Do I want to put these in in those campaigns or not? All right. So, this is my structure on how I structure all my campaigns and then how I harvest keywords. See, these campaigns are now talking to each other. My auto and my broad are empowering. My sponsor display campaign and vice versa. All right. So, uh by the way, this button here, guys, anybody who does have Helium 10, I strongly suggest turning this on. This is such a cool feature. Helium 10's the only feature. As I said, you guys later might have 20 C uh targets in one campaign. You shouldn't just keep putting targets there. You got to stop and make a new campaign. Well, you don't want to put the same target that's in your your first performance campaign in the second one. You know, that that's pointless to be having the same target in multiple campaigns for the same product. Don't do that, guys. You need to make sure that whatever you're taking from auto to your manual campaigns that it doesn't already exist. And that's literally what this button does. Once again, I've said it once, I've said it twice, I've said it a million times. Doesn't matter that if you have healing 10 ads or not, take this advice. This advice applies to all of you. Don't duplicate your targets of the same match type. In other words, don't have it in seven campaigns, an exact target for coffin shelf. You don't need it in one, right? All right. Otherwise, you're wasting the way that Amazon advertising works. All right? So, that's the way I I uh structure my campaigns. Now, I also have something called negative rules. All right, so negative rules there. There's a co I only have negative rules on in my auto and broad campaign. So, real quick, guys, this is something that I think is important for everybody in my opinion, regardless if you have healing 10 or not, is I do not negative match in my exact match campaigns. Negative match means you add it as a negative, right? In other words, if I have an auto campaign, you guys know this, right? You have like 30, 40 uh clicks on a keyword and you get zero sales, most people are like, you know what, I'm probably not going to get a sale for this keyword if I got 40 clicks and nobody buying is buying it. So, I don't want to keep wasting my money on all these clicks. So, what they do is they add it as a negative match. I hope you guys do that with your advertising, right? Otherwise, Amazon's gladly going to keep taking hundreds of your clicks for money, right? Um, not not always, but I'm not trying to say Amazon's greed, but some people might say that. But anyways, you want to stop the bleed. You want to say, "No, Amazon, stop wasting my money. Don't show me for this keyword in this campaign anymore." So, here's the thing. My advice to all of you guys is do that on your broad and your um auto campaigns because on an exact campaign, I like to pause the target. I'll show you guys how to do that later. But I pause the target there, right? Why? Because remember what I just said. You should cap your campaigns based on your budget. Now, if you've got a a campaign with $1,000 daily budget, sure, put a hundred targets in there if you want, right? But if you guys are are have these like budgets of like $20 daily or $50 daily, Amazon usually is going to focus its spend on 5, 10, 15, max 20 keywords. And if you start adding 50 60 targets to a campaign with only like a $40 budget, most of those keywords aren't even going to get impressions, right? So that's why you have new campaigns. But here's the thing. When you're looking at your campaigns, if you have negative matched a whole bunch of keywords, you don't even know how many real targets you have active. All of your targets are going to stay active, right? But really, it's not active because you negative matched it in the back end. So for me, I only negative match in the auto, broad or phrase campaigns. And then if I have something where a target is not doing good, too many clicks, I pause that target. Then I hop into the campaign. I can easily see how many active campaigns do I have in there. All right, I hope that makes sense. So anyways, um how how do I set a negative match rule in Helium 10 ads for my auto and broad campaigns? This is how I do it. Let me just go into my rules here. Uh negative targeting. So here's one my broad campaign for my this codereers account. This is super simple. I'm looking in my auto campaign and my broad campaign for this one products. And for the auto campaign, I'm saying be looking to do a negative exact keyword or a negative as. All right, you can do negative asens for auto campaigns. And then broad, I'm like negative exact. All right. And so basically, I'm like, you know what? If sales are zero and clicks are greater than or equal to 30. There's no magic number here, guys. I've heard of people I I just interviewed somebody in the podcast who put seven. They like to negative match after seven. To me, that's too few. Oh my god. Like like I still could get sales on like the 10th click or something, but that's that's what she wants to do. Go ahead. Um, for me on some uh on some campaigns I have 30, on some campaigns I have like 20, right? And then I look back at 60 days. So basically what this is saying is, hey, hey, find any keywords that have zero uh sales but 30 clicks and then tell me to negative match it and then I decide, do I want to do this? Yes, uh, or no. Carrie, uh, I want you to talk to everybody about bid templates briefly about how I think you actually use some bid templates. I don't use bid templates. I have my own rules and I I'll show people how to do that, but talk about bid templates. Uh, and then I'd like you to also, if you can, tell people about uh, day parting and how to audit the account. So, so three things back to back to back uh bid uh bid templates um how to do day parting and also how to uh kind of like audit your uh account to to get some uh good good and bad spenders >> and bid uh bid rules and everything was kind of this most difficult thing for me and that's why we have templates for you so that you can start using these bid optimizations that are already created by people who have done this before. Um, so what I'm going to do is, um, I am going to just act like I'm setting up a new campaign just to show you where these templates are. And then I'm going to go to single campaign here. And then I'm going to do manual and then hit next. And then this is where the actual bids uh, bin templates are. Okay. So the first one here is max impressions. So this is when you're launching a product and you want to get a lot of impressions for that product. Um, then you would just click on this and it'll automatically do this for you. Okay. Um, the one that I actually started with was the target a cost. And this is basically saying, hey, I want, you know, to make sure I don't go over this certain a cost. I want to set the a cost as a target. Um, and Bradley actually has some custom rules that are built around a cost that are a bit better. So, um, when you're starting out, you can use this, but then I would recommend going into his, uh, strategy a little bit more. And then, um, max order. So, say you had to liquidate a product and, um, you know, you just wanted to clear it out. This is going to help you to get the maximum amount of orders. So, it's going to help adjust your bids to really just clear your inventory out. And then right here is the custom rules. And Bradley's going to show you that in a little bit. Um, but again, if you feel uncomfortable and you're like, I don't understand the bid uh the custom bid rules, these are uh three that you could start with. I recommend the target a cost. That's probably the best one to do. Um, and uh that's where I would start with that. Okay. Next is rules and automation under day parting. Okay. So day parting is a really cool thing because sometimes people are on their phone late at night and they're scrolling through Amazon and they're like, "Oh, I kind of like this product." Or they're just kind of browsing and then, you know, clicking on your ads and maybe, you know, there's a specific time during the day where your ads are getting a ton of clicks and no sales. You might want to lower the bids or, you know, maybe pause your campaigns during that specific time frame. Okay. So if we look at this um we have all the kind of attribution and you can you can change you know look at the certain time period that you want to um but what I have it set to is spend versus a cost. Okay so um you can actually choose to look at this graph in a bunch of different ways but I'm looking at spend versus a cost. Okay so um but you can also do sales versus a cost. Okay so sales versus a cost is another one that's really good. Um this is like how many sales you got versus you know your actual a cost. So, if we look at, you know, this, we've got, you know, an a cost that's, you know, pretty high and you only have about $18 in sales. So, that might be a time, it looks like 3:00 a.m. that maybe this time frame isn't really the best time to be kind of advertising. So, this is a time where I probably want to, you know, decrease my either decrease my bids quite a bit or also, um, you can actually pause the campaigns. And the way that you do this is you can hit create a rule right here. um you can you know name the the actual um rule that you want to create and just so that you remember maybe it's a certain product or whatever it is. Um then you'll just add the campaigns that you want to add to this rule and then you'll go down here and you'll check the days that you want to um you know you want you can check all of them or you can check certain days. Maybe it's like okay I I noticed Monday is you know this spike uh maybe you can just you know choose Monday then or you can choose all of them. I usually just choose all of them, especially if you see like the trend at a certain time. So, you can select 3:00 a.m. here and then um to 4:00 a.m. So, that's kind of the hourlong time frame where it's that spike. So, people are just up. Maybe a lot of people wake up at 3:00 a.m. I don't know if many of you do, but that kind of makes sense to me cuz people say they wake up at 3:00 a.m. Um and so then you could say, "Hey, decrease bid." Or you could say, um, pause the campaign. So, if you want to decrease the bid, you can decrease it by like, let's say 50%. And then you can put in a minimum bid um if you want to right there. Um some people just like to pause the campaign during that time just to, you know, so that there's just no no spend during that time. People are not randomly clicking on your ads and not purchasing. So, this is a really helpful tool because um we have the attribution here. So, we can see that literally during that, you know, time frame there's a bunch of clicks and no sales. So it's not like people are, you know, purchasing this product later. Um because we have the the data in here to show that kind of like lag time as well. So that's why this tool is extremely helpful for day partying. Um another thing is uh that uh Bradley just mentioned he wanted me to show you is kind of how to audit your account. And this was really important for me. I did this with Destiny in our series outsource to optimize. This is where we noticed that we had actually a really great um campaign like two two campaigns actually that were doing very very well that the agency I was working with just completely shut off and it really did actually have a huge impact on our sales because um those those particular campaigns were doing very very well. But in this ads manager right here there's a few different things you can do to audit your account pretty quickly. Okay. Um so the first thing is you can look at say hey I've got like you know a lot of clicks. So, I'm going to say a minimum of 20 clicks and um and then orders. I'm going to say like I got zero orders. I want to see the campaigns where that's happening. Um so, you can kind of basically go in and see where this these campaigns are getting, you know, a ton of clicks and no no orders. And you can, you know, decide to pause those campaigns or, you know, edit some of the keywords in there or pause some of the keywords. Um but this is really uh an important thing for um you know just making sure that you are um not completely you know wasting a ton of money. Now you can go even more into you know the actual campaign and look at that more detailed. Um but that's a great way to do this. And then another thing you could do is you could look at you know the a cost. Okay you can say hey I you know I wanted a maximum say you wanted a a low a cost. Okay. um but you know some of your your campaigns are maybe going out of control with your a cost. I want to just say hey I want to see the campaigns where the the a cost is like 45%. You can take a look at those campaigns and you can go into more granular detail and figure out you know okay these these campaigns there the a cost is kind of like out of control. Okay. Or and on the flip side maybe the a cost of these campaigns is too low like maybe it's like 5%. If you have a low a cost, that means you're probably leaving some money on the table. So, usually, um, you know, if you have a low a cost, and there's some that are low a cost here. Uh, actually maximum. I'm going to do maximum five. So, let's do 5% max a cost. If you have a really really low, I guess some of them aren't. So, maybe let's go to 10 and see. Yeah, we've got some that are 10%. So maybe if it's that low, you want to increase it a little bit because you're probably, you know, you could capture more sales and still be profitable u within the a cost uh budgets that you have. Uh so that's kind of a good way you can basically filter through um at the campaign level um as well. And you can filter through and see different keywords that are are doing well as well. So um this is really helpful I think for just finding those campaigns that you know really are overspending or the a cost is out of control. You can find them very very quickly. It's super easy to sort through this. >> What we're talking about now is we have Prime Day sometime. We have uh you know, Black Friday weekend. We've got, you know, big spring deals days. Sometimes there's big shopping events where your budget is going to run out early. And you know, do you want to go in and and like change your your your budget one by one? No. Like, so if you guys don't have Helium 10 ads, that's what you need to do. I'm just telling you right now, this is not a Helium 10 strategy. This is an advertising strategy. Increase your budget, guys, on these big shopping days or else you're going to run out. But for those of you who have helium 10 ads, watch how Carrie can do it like in seconds. >> Yeah, >> you just uh >> So, this is on your ad manager screen. So, ad manager right here. Um and then what you'll do is you'll just click on these uh whatever campaigns you want. Um and then you can hit adjust budget and you can say um increase uh set budget to percent increase. So, especially on those specific days that you want to just do this, then you can say, "Hey, I want to increase the budget by 25%." And you can hit apply, and it'll apply to all of your campaigns. So, you can quickly adjust those budgets for that day to make sure that you don't run out of budget. And that's a that's a really important strategy to um make sure that you're not running out of budget. >> Awesome. Awesome. All right. Thank you very much, uh, Carrie. All right. Tell me guys, uh, has everybody learned something at least so far today? Learned some cool strategies? Let me know. Uh, we're not we're not done yet. There there's still some cool stuff. One of the most important aspects of of managing your advertising is your bids. That's how you manage spend. All right? Of course, your budget has to play a role in that, but how you manage your profitability is by managing your bids. Okay? So, I'm just going to talk about a simple way to do it, which is managing by a cost. Is this the way that everybody should be managing their Amazon accounts? is a 100% off of a cost. No, not even me. I don't do 100% off of a cost. Like I have different campaigns that are for different reasons. Like I have campaigns that are for branding. I'm just trying to get exposure. I'm really going for max impressions. I've got campaigns where I'm just like, you know what, I need to own this real estate on this keyword at the top of search regardless of how much it is. um when we're launching we have different goals but at the end of the day a lot of us uh want to keep a close tab on our a cost and so how you do that if you don't have software what do you do how should you do it you should be downloading your search term reports from Amazon right and then you you combine them all together with a pivot table or something and you need to be doing formulas where you're like hey if my a cost is um like above x 60% or something. Uh then take my bid and reduce it so that it would bring my a cost to 40% or something like that. That's what you just have to do. And then once you run all your formulas, now you got to go back one by one and actually change those bids in Amazon to whatever your formula had done. All right? So if you guys have no software, I hope you guys are doing that and not just blindly, you know, letting your advertising run wild regardless of what a cost. That's not a good uh thing for for if you are trying to be profitable. Now, if you only have three campaigns and one product, this is a very doable thing. Maybe you don't even have to download your search term reports. Maybe you're just doing it directly from seller central. But if you're like me or Carrie, uh or you've been selling on Amazon for any period of time and you've got 30 campaigns, you've got 300 campaigns like I do, that is absolutely crazy. If you think that each of those campaigns has 10 15 targets, you're talking about editing weekly 3,000 targets across all your campaigns. And that's just really difficult to do manually, right? So here, let me just show you what I do. And this is like the title of our webinar. How in the world does it only take me 30 minutes to manage my campaigns over all of this time? Well, I set up bid rules. All right. Uh Carrie showed you how to do templates, right? I do rules. So, let me show you guys how I set that up here. Okay, this is uh one of my accounts, my master bidding rules. So, what I did, and you guys can screenshot this later, those of you who have helium 10 ads, I add all the campaigns I want to go to a certain rule over here on the right hand side. And then I have these different criterias going. Okay, so first of all, I'm like, "Hey, if I've got a cost greater than 200%." I'm like, "You know what? Just pause that targeting." Remember how I said I don't negative match. I pause the targets. I'm like, "You know what? There's no way I can get 200% a cost to be uh profitable even over time." So, I'm just like, "Pause." That's just me. You know, you guys might choose a different number here. And I look back at 60 days. My next thing, everything else guys is based on me trying to bring down my a cost gradually. I don't want to go from like 200% or 150% down to 30%. If I do that uh or if I if I if I try and change my bid like that, it could turn my impressions to zero. So, I like to bring things down gradually. How do I do that? I say here if my a cost is greater than 100 or less than 200 then this this is a complicated formula here but basically this means do what it takes to my target or my bid I'm sorry do what it takes my bid to get me down to 60% a cost. So that's not my goal. My goal is like 25% a cost on this account. But do you guys understand what I'm saying? 100 to 200%. Don't bring me all the way down to 25 at once. That might kill my impressions. Bring me down to 60. So, it's going to take time to do that. All right? Because what happens when I get down to 60? Well, one of my other rules is going to pick it up. Watch this one. If my a cost is greater than 75 and less than 100, do what it takes to bring me down to 45% a cost. If my a cost is between 50 and 75, so like that would be 60. Remember my other my other rule was bringing me down 60. Guess what? Once it gets down to 60, this rule picks it up and it takes the baton. Think of a relay race, right? And then it says, you know what? Bring me down to 35% a cost from here. If I'm between 40 and 50, bring me down to 30% a cost. If I'm between 30 and 40, now bring me down to my target a cost of 25. But here's the thing. If you're under 25, right? You might be leaving money on the table. So here I say, you know what? If I'm between 19 and 23% a cost, do what it takes to bring my bid up. You know, you might guys might like, why would you want to bring your bid up? Well, I want to, you know, maximize my sales. So, here I'm saying bring my bid up to 24% a cost. Hey, what if I'm between 15 and 19? Bring me up to 20. If I'm between 10 and 15, bring me up to 18. And so on and so forth all the way down to zero pretty much. Um, however, I have another rule here where I'm like, you know what? If my clicks are greater than 24, but I get no sales, pause the targeting. Don't negative match. Pause the target. All right, here's another thing I have. This is an interesting one. Uh, I haven't I've only been doing this rule for like 3 months because we just added this. I'm like, you know what? What happens if I pause the target, but then 3 days later I actually got a sale from it? Well, I might have prematurely paused it. So, what I do, I'm like, you know what? If I have one order and the a cost is like less than 100% or whatever, enable the targeting if I had pause it. All right, so this is my whole rule group where now what do I do over time? Well, remember those rules I talked about about negative matching? Here's where those rules come up right here. Take a look. Look at this keyword, Groove Learning. Okay, I had $45 of spend and zero clicks or zero clicks, zero sales, 34 clicks. It's saying I should pause this. So, I'm going to say yes. And if I just hit this apply, guess what? It goes directly to that campaign and pause the target. I'm never going to be shown or not a target. I'm sorry. Negative match a target. I'm never going to be shown for that keyword ever again in that campaign. That would have taken 3 minutes to do in seller central. took me 3 seconds to do here in Helium 10. Here's an as I was getting targets or I was getting clicks for. Not not terrible. $9, but I got 28 clicks. All right. I'm like, you know what? No, never show me for that one again. Do you guys remember my keyword harvesting rules? All right. This this here, guys, is the culmination of everything we've been talking about here. Remember how I said, "Hey, if I get two orders in an auto campaign or a broad campaign, go put it to another one." Like, here's a here's a random keyword I never would have targeted myself. learning resources. Like, what kind of keyword is that? But I spent 30 bucks and I got $120 worth of sales. Do I want to keep going on that? You better believe it. So, do I need to go find this campaign and then copy this as and go find my performance campaign, find my broad campaign, and try and put it in? No. I just hit this button and it's done. I just added that keyword to two of my campaigns in seconds. Here's a keyword. I got 25 cents of spend, guys. Helium 10 found me and I got $155 worth of sales on 25 cents. Do you think I want to be shown for this keyword all day long? You better believe it. That's crazy. A cost 0.16 a cost. Do I need to find these campaigns, my broad campaign? Do I need to find my keyword targeting campaign? No. I just hit this button once and it's done. Now, I think you guys can see why it only takes me 30 minutes to do my advertising. Remember all those bids rules I just put where it's like telling me to raise or increase. Look at this one right here, guys. Um, here is a key or here is a keyword where it's I'm at 38% a cost, so it's pretty good. My cost per click is already lower. It's telling me I need to lower this by 4 cents to get closer to my goal. Here's another one where I'm actually doing pretty good. It's saying I need to raise by 4 cents. I just hit that button and I'm done. I could just hit all these buttons if I want to. Once a week, all I have to do is go through these. Here's look at this one. Meal planner. I spent 50 bucks and my a cost is over 100%. It's telling me that I need to either pause it or raise it because I lowered it too much. Look, my cost per click was 46 46 cents. So, I just hit that button and it's done. Guys, this is how easy it is to manage your bids. um to manage your bids. Hold on. To manage your bids. This is how easy it is to manage your bids with your advertising. All right. Using Helium 10 ads. So that's why even though like this account spends $20,000 a month on advertising and in this account alone, I've got 175 campaigns. It takes me so fast because I'm just doing all of these uh with the um with my rules. All right. What else was I going to uh talk about uh today? Uh, we talked about my rules. We talked about pausing and enabling AI and automation. Who should be using AI advertising? I don't use AI advertising. I feel you should be spending upwards of like 30 40 grand a month on advertising for AI to you to really need AI where it's like, you know what, you don't have the time anymore to manage it manually. AI is for those who have like these gargantuan campaigns. That's where AI works best for. Like you've got daily budgets of $1,000 a month or $1,000 a month. $1,000 a day like this guy. AI is going to do wonders. So I don't recommend doing AI if you're like a newer seller or have smaller campaigns. Even in Helium 10, AI is for larger sellers who really need that time savings and it has a lot it performs better also because it has a lot more data points. So Helium 10 and a and ads has AI. So that's who should be using um AI. Now, uh, one cool thing that's coming, guys, is keyword tracker based rules. I've been working on this with a team for a while. A lot of you guys base your keyword bids on where you're showing up in the search results, and rightfully so. So, you guys look in your keyword tracker and you're like, "Hey, am I ranked in the top four? I'm not. Oh, I need to increase my bid." Or maybe I'm ranked in the top one. And you know what? I want to like I'm okay with being ranked four. What happens when I lower my bid a little bit? Can I still stay in the top four? And so what you guys are doing probably is you have your keyword tracker open in one window, you're advertising another, and you're just comparing the two and then doing your bids based on that. Anybody do that here? Let me know in the comments. I'm sure some of you guys, especially when you're launching, you're doing that. But here's the thing. Um, that takes a lot of time, right? So, something that's coming soon, really soon to Helium 10 Ads, guys, is you can now set those rules and say, you know what, if my sponsored rank is below 10, increase my bid by 5%. If my sponsored rank is one and two, decrease my bid by 3% and see what happens. And so, you're going to be able to automate your keyword tracking. How cool is that, guys? That's going to be awesome. A huge time-saving things. Only uh people with Helium 10 ads can do that. But if you don't have Helium 10 ads, can you still base your bidding on keyword tracker? Of course, you don't need Helium 10 ads for that. It just is going to be really tedious because you just have to keep your keyword tracker on turn boost on and then go into seller central and just adjust your bids manually. So, you can absolutely do what I just said, but you just can't uh automate it. So, that's going to be uh pretty cool. I said those who stayed to the end, I'm going to give you guys a special deal. You guys know I'm not a salesman. I'm an actual Amazon advertiser like you, but I'm going to put my salesman hat on and I'm going to give you a special deal for those of you who stayed here until the end. Uh, all right. So, what are those strategies? Have you heard of Helium 10 Elite? You guys have probably heard of Helium 10 Elite before. Uh, this is a program that actually, you know, costs $399 a month. All right. So, we've got this elite program, but now uh for this deal, you can get a lot of what used to cost $399 free with our diamond plan. Right? So, we've got tons of education in the diamond plan. We have weekly uh weekly workshops like this. We have monthly workshops. We have AI powered ads. Uh we've got rulebased ads. We've got historical reverse as search. That's what what uh Carrie was uh Carrie was showing before. Uh, we've got um listing builder with AI. We've got a Tik Tok shop listing converter. We've got brand analytics history. Tons of stuff that none of our other plans has. And so, we're going to throw in some bonuses. So, number one bonus, you want a one-on-one call with me, you're going to be able to do that if you take us up on this offer. All right. What else uh do we have? Bonus. Bonus number two, uh, by the way, you know what? Carrie's open to that, too. So, maybe you don't like me cuz I'm too loud. uh you can go ahead and have a one-on-one call with Carrie uh as well. You're going to get two months free of that Helium 10 Elite. All right, two months free Helium 10 uh Elite you're going to be able to have. Okay. Uh what else? Bonus number three, you are going to be able to get my personal China sourcing agent. All right. So, the person who gets all of my products, I'm going to connect you with her on WeChat and all of my prices that I get for everything, you guys are going to get those same uh prices and discounts and connections to factories that you might never be able to see because they're not even on Alibaba. Bonus number four for those of you, anybody who takes us up on this offer today is we're going to have no extra cost for ads during April. What does that mean? Helium 10 ads is part of the diamond plan, but we bill you based on your spend, right? So, in other words, um if you're like if you spend $1,000 a month on advertising, we're taking like $20 that that that's the cost because it's like 2% or something like that. I don't know what it is. 20 25 bucks, right? But if it's $10,000, it's obviously a little bit more expensive. But for April, starting tomorrow, if you start your first rule, if you start your first rule tomorrow and you upgrade to the diamond account, it takes 24 hours to start anyways, it's going to be free for you. No extra cost at all to use ads. So, it's like a free trial to ads uh almost for that. All right. So, that's only for the people on this uh webinar. So, how much is it? You know, is it the you know, $1.99 for the diamond plan plus a 3.99? Nope. It's only $359 a month for this diamond plan, which is like what, $11 a month, but this is a special. I told you guys I'd hook you up, those of you who stayed to the end. So, you guys can take 30% off that, the monthly one, SSP30. No commitments. You're not locked in or anything. So basically it's only instead of 359 it's 251 a month for up to 6 months. Again up to 6 months. You're not locked in for 6 months guys. All right. So um but if you're like you know what Bradley this was the most amazing thing I ever saw and you I just want to do an annual plan. Can I save more money? All right. So normally if you were just do it for a year yeah it's like $4,000 but I'm going to take $2,000 off for anybody who wants to do the annual plan. So instead of 4,300 bucks, it's only going to be $2,176 bucks and you get all of those other bonuses. So that only comes out to $181 a month. That's $5 $6 a day. So to take advantage of either the monthly or the annual deal, guys, h10.me/April tacos tacos because today is tacos Tuesday and we're in April. All right. So, to do that, just take this QR code, scan this QR code now and bookmark it on your phone just so you can go back later and do it or go to h10.me/aprilt taco. So, basically guys, there's two deals here. All right, there is the deal for um a monthly deal, which is still a pretty good discount, 30% off. It's only going to be like 200 something a month, and then you can cancel anytime. Or you're like, you know what? I want I'm all about price savings. I'm going to save the whole year, then I would do the annual one and you use that SSP35 and this this page will will help you um get there. Okay, so guys, this is a crazy deal. I can't guarantee. And this deal of the free advertising only starts tomorrow through the end of the month. After that, it it goes to the regular price, which is still pretty pretty dang good. Like I said, it's only like 2% of your advertising spend. But I'm sure you guys would agree with me um that it is is worth it. Let me just show you. Remember I showed you how I was doing a an account uh this Graceful by Design account. It's it's a real live product on Amazon. Let me show you the results. They weren't doing ads before. I want to show you what has happened since I've been managing that account since the beginning of the year. And this just shows you what can happen over time for those of you who are trying to bring your cost of advertising down. All right, take a look at this account dashboard. This is from January to February, so 60 days here. Look at the a cost was 62%. All right, $23,000 of advertising spend and got $37,000 of sales, which is decent, but 62% a cost. That's crazy. So, what did I do? I brought in those rules. Now, did those rules change things overnight? No. Absolutely not. But let me just show you how we've been bringing it down over time. Let's let's look at let's just look at March and go March data. Look at that. 14% down already in just one month. I went from 68% a cost in this account to 44. Is this the goal? 44%. No, that's not the goal. The goal is 25% a cost. I'm going to reach that probably by next month or the month after just by implementing those rules and all those things that would be really hard for me to do. So guys, this stuff uh this stuff works. Okay. All right, guys. For you and the rest of you who are signing up, I look forward to hitting you up in the one-on-one calls or you hitting me up, I should say, and Carrie. And thank you guys for your time and we'll see you later. Have a great rest of your day. Bye, everyone. Bye now.