#683 - I Manage 300 Amazon PPC Campaigns 10 Minutes A Week?

#683 - I Manage 300 Amazon PPC Campaigns 10 Minutes A Week? Speaker 1: How do I manage over 300 PPC campaigns in less than 30 minutes a week? I open up all my processes to show how I set it up using Helium 10 ads and I also get to your top advertising questions answered live on today's episode. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that is our monthly AMA and training. We're bringing this back. We haven't done this in a while, but this is a show that we used to do where we do like a training on a certain subject, and then we open up the second half to any Q&A that has to do with what we just talked about or anything Helium 10 Amazon related. And so, What we're going to talk about today is getting set up with Helium 10 ads. Maybe you just did advertising on your own or maybe you have another software you're using or you're just doing your own spreadsheets or using an agency. What are the first steps that you need to do once you get rules-based advertising in? How do you set up your rules? How do you implement the rules later? We're going to be going over all of these topics. This is as important to every single one of you in an equal way because we all are dealing with advertising and we all need to know these strategies. Let me just share why I'm excited, why I think this is important. This is what I just shared this morning about a Helium 10 ads customer who's doing the same stuff that I am. I helped him get started. Take a look at this LinkedIn message here. I don't know if you guys can see this. It says, hey, he sent an email. I just wanted to share this with the Helium 10 folks. Prior to using the Helium 10, we were averaging $5,800, so about $6,000 in ad sales per month. And in the 30 days prior to start of Prime Day, this is right after he started with Helium 10. That 6,000 in ad sales went to a quarter of a million dollars. Now guys, this is obviously is not me saying, hey, everybody in here, if you're doing $5,000 in ad sales, just activate Helium 10 ads. You're going to go to a quarter of a million dollars. Obviously this was an extreme example, but it shows what's possible. And if you see something like this as possible, well, then you just got to ask yourself, all right, well, how much of this is possible for me? Not everybody's going to be able to do this, but can you go from 5,000 to 10,000? Who wouldn't want to go from 5,000 to 7,000 in ad sales as long as it's profitable, right? Of course. So everybody can benefit from using the right data and getting time back by automating a lot of processes that maybe you were doing manually. And this is just the beginning. He said he's like, yeah, he's at a quarter of a million dollars now, but that number is just going to go up. So how did he get to that number? How is he able to increase in a month to go from 5,000 in ad sales or 6,000 to 250,000? Well, it's a combination. Now, one part we're not going to talk too much about today. One part is using the rest of Helium 10 tools, you know, Cerebro, the brand analytics, the search query performance. There's a lot of data points out there that just no other tool has. No other tool out there is showing you the historical ranks of products going back two, three years more. No other tool is allowing you to see what are the top keywords that are generating sales from competitors from brand analytics going back years in an instant to see where they got sales. So of course, just by discovering keywords and targeting them in advertising, you're going to increase. But let's say you've done all that. Let's say you've been a Helium 10 member for a while. You know how to use brand analytics inside of Helium 10. You know how to use a search query analyzer. You know how to use Cerebro. You're tracking keywords. You're doing all that. That's great to be able to get all the keywords, but does it mean anything? If you don't start ranking for it, if you don't start advertising, no. You can find all the right keywords you want and maybe just throw them into your listings, stuff them into your listings, and maybe you might get a couple sales here or there. But the way that you scale, like this one customer I just showed you, is by actually advertising efficiently for these new keywords that you discover. Or advertising more efficiently for the keywords that you have been already using. And that's what we're going to go over today. Here's another real life example. This is my own Helium 10 window in an account. I had neglected this account for like three, four months. Don't judge me, guys, but things got hectic here at Helium 10. We were launching a whole bunch of TikTok tools and a whole bunch of other things and I was just working like crazy. What happens then is my Amazon accounts kind of suffer. But take a look at this one account. Here's a screenshot from my Helium 10 ads. I was able to bring down In the last two months, my A costs, it was out of control. I think it was like 60%. And just in two months, with weekly editing here in Helium 10 Ads, I was able to bring my overall A cost down by 27%. This is not a huge account like the other guy. I'm only spending like $5,000. ,000, $5,000 on advertising every other month. So this is not like a huge account, but just shows again what's possible when you're actively selling to Helium 10 ads, but you've been running advertising on your own through an agency, through another software, whatever. The first thing that anybody should do is do like an audit on your own account to see, to instantly stop. Instead of waiting two months to like ramp up, which we're going to do, you know, with new keywords, there are things that can get you instant, instant value. All right. And just as a reminder, guys, Helium 10 ads is open to all Helium 10 customers now. The rules base is available to all diamond. The AI is platinum up and there's like no extra charge. The only way that you have to pay more is if you spend more than $5,000 a month. So this is not something I'm not going to try and sell you guys like, hey, sign up for Helium 10 ads at the end of this call and save X percent. No, you literally have it inside your software now. Like before, yes, it was an extra charge. Now it's included up to that certain spend. So let me show you guys This is another account I manage. It's a hemp cream account. You guys have seen this maybe before. Let's say you weren't using Helium 10 ads and you're bringing it in. What should you do? The first thing I would do is I would go to the analytics page and I would just look at low-hanging fruit of what instantly you can stop the bleed on SpendWise. Alright, so this is what you do. I would look back at a window. It's up to you. I never like looking at just one month. I usually will look up the last like 60 days or maybe even 90 days. You do you. So I'm going to look back, let's just say three months, 90 days, all right? And what I'm going to do is the first thing is I'm going to look at my search terms. And what I want to see is, hey, are there search terms that I'm spending a lot of money on or I got a lot of clicks on? I am just not getting sales and now there's not going to be too much that's going to come up here just because I think this account should be somewhat optimized. I haven't done this account too much but let me just give you an example. What I'm going to do is I'm going to go here and I'm going to say PPC orders minimum zero, maximum zero. Basically I'm saying, hey, what are keywords or search terms that I have got zero sales on, but I have gotten like at least 20 clicks, right? And your goal is for this to be zero. Like look at this. For me, only one keyword here is showing up. Okay. One keyword here is showing up because I've been optimizing this account. You guys, if you've never optimized in this way, you might have a whole list of keywords, but here, look at this. This is one keyword I spent $93 on, all right, $93. I got, let's see, 36 clicks and zero sales. So if I decided to, I might be like, you know what, I need to negative match this right away. And so I would just hit this negative match and it would put negative on all the accounts that I have. keyword in, all right? So that's instant. That would have been $93. Now imagine if you had like say 15 keywords I exaggerate. But still, if you don't stop the bleed, what incentive does Amazon have in some circumstances to just like say, no, you know what, we don't want it. Please, please don't pay us any more money. We'll stop. No. So since they don't normally do that, that's why we have to stop the bleed. And this is the way you do it. All right. So that's step one. OK. The next step I like to do is I look to like to look at targets. So targets is like my performance campaigns or my exact manual campaigns, my ASIN targeting campaigns. And I do the same thing. I'll be like, hey, is there anything that I had zero orders, but maybe I spent $20 for, right? Everybody has different numbers. There's no right or wrong numbers. And look at this. I've got four targets here. Where I spent a total of $201 and I got zero sales. So then I would go in here and see, hey, is there something I need to pause this target? If I do that and these were all like ones I don't want to advertise for, look at that. I just saved $200 for the next couple of months and this is a very small account. Some of you who are bigger sellers in this account, this $200 could be an instant $2,000 savings. So this is like the first step of what you need to do is see where you're bleeding. The last one of just like general stopping bleeds that are hurting you is at the target level Maybe you are getting sales or a certain keyword. You know, maybe you are getting sales, but it's just not profitable. And you're like, you know what? This a cost is out of control. I need to bring it down instantly before I even think about rules and stuff. Watch this. This is how you can do that. And again, you could come in on day one of this never having run helium 10 ads. We import all your data after 24 or 48 hours. It's not like you can only do this on stuff that you were managing in Helium 10 ads. This is like from day one if you just start using it. I would go and say, hey, where is my A costs like more than 100% or something like that, right? And let's take a look if I have any targets. And look at that. I've got targets. I've got $200 of spend where my overall A costs, some of these are 200%, 180, etc., etc. So then what I could do instantly, this is across like 100 campaigns, guys, by the way. So this would be so difficult to do in Seller Central for most of you just because you wouldn't even know where to look or if you're downloading reports, right? So I would go in here and I would just start bringing down some of these bids just instantly. So that's another instant win that you can have as soon as you get started with Helium 10 ads is you want to run these things. And now the goal is to have it look like mine, like mine still had some, but the goal is to have zero come up. Right. And that's how it's going to be because if you're actively managing your campaigns, There shouldn't be keywords that have 70 clicks and $100 worth of sales or $100 worth of spend with zero sales, right? But again, this is what you do on day one. The day you start Helium 10 ads, do this quick audit. It takes like less than 10 minutes and you're going to be able to stop the bleed. I've heard of some people are like they have stopped like $5,000, $6,000, $7,000 of wasted spend that they had no idea just by running this 10 minute audit, right? Now, what's the next thing that you should do? The next thing if you're just getting started on Helium 10 ads but you have a lot of campaigns is you want to be able to bring your campaigns together to start talking to each other. What does that mean? Well, that basically means you have like a maybe exact manual campaign. Maybe you've got broad campaigns. Maybe you have auto campaigns. Maybe you have sponsored brand video campaigns. Maybe you've got sponsored brand headline or like what do you call it? Is it headline campaigns that it's called, right? There's so many different kinds of campaigns, but they all kind of work in silos if you don't have them talk to each other. There's no way for them to talk to each other inside of Amazon, Seller Central, like they don't work with each other. But that's what you need to do. And maybe that's what you've been doing either with an agency or by yourself. You download all your search term reports. You look, hey, did my auto campaign come up with a couple of new keywords that I got sales for that I didn't know about? Ooh, I want to take that good keyword for my auto campaign and put it to my manual campaign. Hey, did I find an ASIN that I got a conversion for in an auto campaign? Ooh, I want to put that into my sponsored brand video ASIN campaign. I want to put that in my sponsored display campaign. Well, how do you do that? You do not have to start or actually, let me rephrase that. You should not start all new campaigns when you start with a new software like Helium 10 ads or any software. You don't want to lose all that history that you have gotten and all that like algorithmic juice that Amazon has about your existing campaigns. Now, maybe those campaigns are terrible and they're completely shot. Okay, maybe in that case you can start new campaigns, but 95% of the time you shouldn't just start new campaigns. What you do is you want to structure the campaigns in a way that now they're talking to each other. Now they're helping each other, harvesting keywords from one campaign and putting it in another as you see fit. How can you do that? Let me show you guys. You would go here to your ad manager. All right. And hopefully you guys had some kind of structure with your campaigns. Like you don't just, you know, like you have the ASIN in the title or something like that. So for one of the products on this hemp cream account, I put in the name, this was separate from Helium 10, roll on cream, like roll on is a keyword that I had. So what I can do is I just go to roll on right here in the filter and I say, Hey, show me any campaigns. That have to do, uh, or that, that have the word roll on in it. And basically this is all of my campaigns that are for one product. And so you guys would do the same thing. Maybe you put the ASIN in your title, maybe you put a word or a brand in your title, get all of your campaigns together. And then now what you're going to want to do is you are going to want to set up your rules. So let me show you how my rules are set up for here. All right, you can do this from this page or you'd go into Helium 10 ads and you go to the rules and automation page. And then you are able to make new rules. But let me show you how my campaigns talk to each other here in my keyword harvesting rules. Let me pull it up here. So let me go into my Harvesting for Amazon. There we go. Now I'm in Amazon. Perfect. I'm in the right place. So take a look. Remember all those campaigns I showed that had roll on in it here. Here they all are there. So you just got to add them all one by one. And then when you have this open, it's like when you have this checked, look for search terms in these ad groups. Now it's looking in this campaign. So basically it's saying it's looking into my auto campaign. Maybe you have one auto campaign. Maybe you have multiple ones, whatever you do. And it's saying, Hey, look for keywords and ASINs. All right. And I put a rule here, like my personal rule. This is not like, Hey guys, everybody needs to have this rule. Actually, this rule is kind of like crazy because I put 60% ACoS. I'm okay with 60% ACoS on this account just because this is a product that people buy multiple times. Maybe some of you might want to say, Hey, you know what? I only want less than or equal to 40% ACoS. You do you, right? This is the beauty about rules-based advertising is you choose your own adventure. So here I put, hey, if I get an ASIN or a keyword that has at least two sales from PPC and my A cost is less than 60%, looking back at 60 days, all right, this is what I want to happen. And so basically I check this. So like you can see here on the right side, those of you watching live, I have a product targeting ASIN campaign and as you can see under the product I have selected a new ASIN match type. So what does that mean? That means Helium 10 is looking in my auto campaign. If I convert on an ASIN, two times for the same ASIN at less than 60% ACOS, it is going to add it to my product targeting ASIN campaign. If I had a sponsor display, oh, I do have a sponsor. I didn't realize I had a sponsor display campaign for this. It's going to add it to my sponsor display campaign at the same time. If I had a video ASIN campaign, it would add it there. So am I having to Like one by one download search and reports to find what I get to orders on. No, it is going to find it automatically for me. Same thing. This is exact. This E stands for exact match. So what happens when I select this for my manual campaign again, if in my auto campaign, if in my broad campaign, I convert for a keyword, a new keyword two times, it is going to tell me to put it into my performance campaign. It will tell me to put it into my research campaign or if I have a video campaign, it will do that. So all of my campaigns for one product are now talking to each other. Now guys, just for me personally, I do not automate this. You could automate it. I like to decide one by one because it doesn't take that much time. But this just shows you, this is what you need to do if you already had campaigns. Now, if you are starting new campaigns in Helium 10 ads, it does this automatically for you. You can just choose the way they talk to each other. But this is if you're starting with Helium 10 ads like that customer I showed you earlier, he already was selling. Like he said, he did $6,000 worth of ad sales, so he already had campaigns. Now, he's tying them together so that the keyword harvesting part, they can talk to each other. So how does that look? Let me see if I actually have any ones here that I could do. Let's see. How does that look on the suggestions? Yes, I've got it here. Perfect. Take a look at this, guys. This is how it's going to look later. On your suggestion page, if you have done these rules, look at this. Here is a new keyword that I got. I spent $42. I got $92 worth of sales. And this is the rule that it says. It says, According to your rule, you want to put this in your performance campaign. Do you want to do this? Yes or no? I would just say yes or no. Here's an ASIN. Look at this. Here's an ASIN. I spent $8 and got $62 worth of sales. This was in an auto campaign. Do I want to keep waiting for Amazon to just, oh, I hope that Amazon keeps showing me in this auto campaign for this ASIN. That's not the best way to do things. Amazon could decide, you know what, we're not going to show him for this ASIN for three days. And then the fourth day, yeah, we'll show him and get a couple sets. No, you want Amazon to advertise your product on this ASIN 24 hours a day if possible, right? Well, the way to do that is to put it into a manual campaign. So that's exactly what's going on here. Here it says, hey, I got $62 worth of sales and I just hit this check mark. Look at this. It says, put it on your role on product targeting. Do I want to do that? Let me hit that. And say, apply change. Boom goes the dynamite. It's done in seconds. What would have had, how would I have done that if I was just downloading search term reports? Here's how that would have went. I would have downloaded the search term report. I would have made a pivot table and a formula. Hey, show me everything less than 60% a cost, but greater than two sales, greater than or equal to two sales. Ooh, here's, here's the keyword. Now I got to go look, where was that ASIN? Come from like what product is it for? Oh, it's for this product. All right Where's the campaign that I can now put it in where where is my manual campaign for ASIN targeting? I gotta go find that now. I got to go to seller central I got to click into the ad group click into the campaign hit add target add it put the Target bid that I wanted that one thing just to find and do that probably takes five minutes Maybe if you're fast, right? How long did it take me to do it here? Five seconds, guys. That's the difference that Helium 10 ads makes when you have the rules going. It's not even automated. It could have been zero seconds, but like I said, I'm a control freak when it comes to Amazon ads. I don't want to let the AI or automation take over because there are some times where I might want to go against my own rules. That's just me. But for me, I'm fine with not having it automated if it takes only five seconds to do. I think we all of us can spare five seconds on a keyword that was getting me $60. With only $8 a spend and that was only in 60 days. So I mean that that's like what that's like $500 worth of sales potentially I could add over the year just by doing what I just what took me five seconds. Is that good ROI in your time? Yes, it is. Alright, so that is how the keyword harvesting works. Unknown Speaker: Thinking about selling on TikTok shop or maybe you are already in it and you're ready to scale? Unlock all of Helium 10's brand new TikTok shop tools with our diamond plan. Everything from bulk Amazon to TikTok listing conversions to instant Amazon MCF fulfillment. Best of all, you use the code TT10 to get 10% off Diamond for six months, even if you've used a coupon before. So go ahead and upgrade and let Helium 10 do all the heavy lifting for you so you can focus on what really matters. For more info on our new TikTok shop offerings, visit h10.me forward slash TikTok. I'll see you there. Speaker 1: What's the next kind of rule to do? The biggest rule and the most intricate, and this takes some time at the first to start, maybe it'll take you 30 minutes to do, but then you'll never have to worry about it again, is setting up your bidding rules. Again, I'm not teaching you guys anything new about advertising. This is hopefully what you've been doing just manually yourselves, right? Like hopefully you download your search term reports in Seller Central, even if you weren't using software and you're like, all right, hey, um, where's my ACoS high? Where's my ACoS too low? Somebody might think, what? Is there a such thing as ACoS too low? Absolutely. There's a such thing as ACoS too low because you don't want to have something at 5% ACoS and you still have room for your profitability, but you're not getting the visibility you get because your bid is low. I'd much rather have 10% ACoS and get twice the visibility potentially if it moves me up the page, uh, than, than that extra 5% of ACoS. All right. So having a tight control over your bids is super important. How can you set up the rules so that you don't have to go in, download your search term reports, make formulas to say, Hey, if it's between 70 and 80% ACoS, bring it down to 60. If it's between five and 10, bring it up to 12. I mean, that would be crazy, right? Watch this. So what you're going to want to do is you are going to go back to your rules. Let me see where I had that. And you want to make bid rules. So here is just the bid rules that I did for this account. And again, this is very different actually than I have in other accounts because again, this is a product that people get often. So I'm okay with like 40%, 50% ACOS. For the rest of you, you might want to have a target of 20%. But basically I put all of my campaigns that I want to roll with this bidding strategy. So I put all of my campaigns here and then one by one I put different criterias of what I want to happen. Now look at this. I said hey if my A cost is more than 250% In the last 60 days on a target, I'm like, you know what, just pause the targeting. That's not even worth it. There's no way if it's above 250%, I'm ever going to get it profitable. So that's just me. You guys pick your own number. So that's what I put here. But then the rest of this is designed for me to gradually bring the A cost down. Now you might wonder, why wouldn't I just want to go all the way down to my target A cost? If something is 150% A cost, and my target A cost is 40, why wouldn't I just put in the formula to go all the way down to 40? That's usually not the best practice because if you drastically change your bid at one time, it has the potential to just completely turn off your visibility. So for me personally, I like bringing my A cost down gradually so I can still maximize the impressions that I get. And this Is regardless if you have helium 10 ads, you're just doing your own, your own advertising. Right. So here's, here's how I have it set up. I said over two, uh, over two 50, pause it. But if it's greater than one 50 and less than two 50, do the formula to bring my ACoS down to 100%. 100% ACoS is terrible, but again, I'm trying to bring it down gradually. So that's what this formula is. I could make rules guys. Maybe some of you are like, you know what I want to make this rule based on. My cost per click based on my revenue per click. Maybe I just want to decrease my bid by X percent. There are so many things that you can do here. But me personally, I use the formula where I'm taking my cost per click and I'm multiplying it by my target A cost, which in this case is 100% divided by my actual A cost. And what that means is Helium 10 is going to suggest to me the bid that I have to put my product at in order to get this 100% A cost. So keep that in mind. So, that's what I have here. My next group of ACOS here is 100% to 150% ACOS. So, if it's 100% to 150%, I'm saying, you know what, do what it takes to bring me down to 80%. My next one is if it's between 80% and 100%, I want to bring it down to 70%. If it's between 70% and 80%, bring it down to 65%. Do you guys see how I'm gradually bringing it down? I don't have to worry about me manually having to bring it down gradually. Because what's going to happen as my a cost comes down from 100% down to 80, it's going to trigger these other rules. So then once it gets the 80, it's like, Oh, now we have to bring it down to the 65. Once it gets down to 65, it's going to trigger my other rule. Oh, we need to get this down to 50, et cetera, et cetera. So that's how I'm able to gradually bring down my a cost. You saw that other account I showed you the screenshot of how I was able to drop it by 20% in just two months. Just by doing this kind of optimization. So it goes all the way down the list here. until I start having to increase my ACoS. For example, once I get down here, I say, you know what? If it's between 15 and 20% ACoS, do what it takes to get up to 22% ACoS. If it's between 10 and 15% ACoS, go to 17. At the very end here, I have another one where I'm like, hey, you know what? If there's a target that I get 20 clicks and zero sales, this is super important, guys. If you're not going to pay attention to anything about the bids rules, you have to have this bid rule. You have to have this super, super important. Pick how many clicks you want. Some people it's 20, some people it's 30, some people it's 40, some people it's spent. But if you get zero orders, have a rule where we pause the targeting. You stop the bleed on something that is just wasting you money. So make sure to have this one. But the rest of these rules are all just based on the different percentage. And I'm just going to show you guys who are watching this on YouTube or watching this in Ads Academy. If you wanted to, you can copy these rules. So you can just pause this as you see this view here of what I said. My rules is not necessarily the best rules. This is the best rules for my account or this account. You guys might have different like criterias that you like to use for how you manage your ACoS, but you guys can see those of you watching this on the screen exactly what mine are. So how is this going to look now once a week? How am I managing 300 campaigns bids and I only have to spend like five, 10 minutes a week on this aspect of it? Watch this. Once it has had time to percolate, I'm going to go to my suggestions and I'm going to go to my bids. Take a look at this. I have 41 suggestions because I didn't do it this week yet and it's based on all of those bidding rules that I did. And again, I know this is about Helium 10 ads, but guys, even if you have zero plans to use Helium 10 ads, you have to use these principles. This is literally what you need to do when you're managing your advertising, whether you use Helium 10 or not, is to regularly go in and see where you need to increase or decrease your bidding at. So let's go ahead and look in to what are the bids that Helium 10 is suggesting. Let me just see if there's any questions here. Ina says, are these rules set up by default? No, we do have some templates. Go ahead and look at those templates if you want. I personally don't use the templates because that's just like to get people started but there's no such thing as a one size fits all. Like I said, my rules on this account with this replenishable product is different than my coffin shelf advertising because nobody buys multiple, I mean probably nobody buys coffin shelves every month like they might buy a pain cream. Those rules about the 15 to 20 go to this and go to that, it's different from one account to the other and that's the beauty about this. You can have any strategy that you want, whatever you were doing on your own spreadsheets, put that rule into here. So we don't lock you into a set amount of rules. So here, this is my bids suggestion. So take a look here. Here I've got a keyword or let me see if I can find a good one here. Look at this. Here is an ASIN. Here is an ASIN that I spent $84 and got $247 worth of sales. That's at 34% ACOS. Now my rule is If you guys saw it, if something is between 30 and 40% ACOS, set the bid to get me up to, I think, 45% ACOS. What is this telling me to do? It's saying take your bid from $1.50 and bring it to $2.37. Did I have to make this calculation? This would be crazy if I had to calculate it out. So, how do I implement this? I just hit the check mark and apply, and again, it is done in two seconds. I could do this whole list, guys, in less than five minutes, even with looking line by line, just to make sure that I'm cool with what it's suggesting. But remember, the suggestions it's giving me is not from Helium 10. It's based 100% on what I had said was what I wanted to do. It's not like a Helium 10 algorithm. It's my algorithm, right? The Bradley Sutton algorithm. And what you guys put in is going to be based on whatever you put in for the algorithm. So this is the key of rules-based advertising. Number one is the keyword harvesting. Make sure your campaigns talk to each other. You set that up in minutes in Helium 10. Number two, your bid rules. How do you, if you're doing your target with a target ACOS, how do you stay in a comfortable range of ACOS without going too far below or too far above? Well, it's by editing your bids every week. For some of you bigger sellers, you might do it like every other day or something. All right. So that is super important on how you or how I can do what basically would take me maybe 30 hours a week if I was managing all four of my accounts with over 300 campaigns would easily take me 30 hours a week to do this manually. This is why it takes me less than 30 minutes a week. One last rule. This is for advanced sellers but this can be important. Let me show you guys something in the Project X account if I can find it here. Take a look at this guys. This is called day parting or schedules. With Helium 10, I could see based on time of day when my most profitable times for advertising are. A lot of people have this question and thanks to Amazon, they made this available. But look here, I was looking at this chart back in April and I'm like, what in the world is happening between like 10 p.m. And midnight, this is ridiculous. My a cost is 150% and 200%, but the rest of the time it's like 30%. I'm like bleeding. So, so something about these products were people who are clicking on my ads in the middle of the night are just not buying the product. Do you see that here? So what I did was I went into my rules. I went into my rules and I added a day partying schedule. This account didn't do it, but this is what I would do is I would add the day partying schedule. As a matter of fact, hold on. I'm going to show you another account. I'm showing you guys all my accounts lately. I'm going to show you guys another account of an extreme example of how this helped. Let me see if I can show it to you here. This is one of my private accounts here. You're going to be like, what in the actual heck was going on in this account? Let me show you something. The reason I don't do slides and stuff like this is I don't want you to think that I'm BSing this. I'm literally showing you my live dashboard here from my account so you can see this is real stuff. These are my actual accounts that I'm doing stuff in, not just I'm trying to come up with some fancy slides here. Here we go. Take a look here. This is what I saw back in May. All right. Do you guys see this ridiculous ACOS from midnight to like 1 a.m.? Look at that. 300% ACOS. I was like, what is going on in this account that is giving me 300% ACOS at 12 p.m. to a.m. to midnight, 50% ACOS, even 11 p.m. at night, it's like 100% ACOS. So what did I do? I went in and I added an 11 p.m. to 1 a.m. schedule. And basically what that is, what that is, is I said, hey, I want to decrease my bids at a certain time. And so you can see that here where I'm like, hey, from 11 on Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, I could have done this even at a daily basis. If this was a bigger account, I would look at a daily basis. Maybe there's a certain day of the week where my A cost is just terrible. But I went in and I'm like, you know what, across the board, 11 to 1 a.m. Take that a cost or take my bids down by 60% So if my in other words if my bid was at a dollar Bring it down to 40% or 40% 40 cents. All right, that that's what that's what I was doing And so I implemented that like a month ago and now take a look at This Saint now from June 8th to July 8th. I My ACoS went almost, I could have paused these targets, but now look what it is. Instead of 100% ACoS at 11 p.m., what is it now? It's 32% ACoS. And then look at 1 a.m. where my ACoS is. Remember when it was 300%? Now look at it. It's all the way down to almost zero because I'm just trying not even to get clicks during this time where it is not profitable. And so that's the other aspect of these rules is You might see, once you dig into Helium 10, that you are just not profitable at a certain time and so you might want to just, you know what, pause my campaigns. Pause all of my campaigns at this time of day. How would you do that in Seller Central? You'd have to pay somebody, hey, every day go into 75 of my campaigns and pause it for one hour, come back after you take a lunch and then restart them later. How would I do it where I'm like, take my bids down 60%? That's like impossible. Hey, go into 500 of my targets and calculate bringing it down by 60% each one and then calculate it back to put it back to 100% two hours later. Like that one's literally humanly impossible to do. In Helium 10 you can do that and look how much it's saving me. That's one of the reasons why, remember I showed you, this is that account that I showed you, the A cost was at 57% or something and I brought it down to 32%. This is one of the big reasons of that is I was doing the schedules for the day part. So guys, Helium 10 ads is designed to allow you to use whatever strategy you're doing manually with your own campaigns. Automating a lot of the hard work so that you just have to make the decision, Hey, do I want to implement this or not? We do all the calculations for you. We do stuff that even you humanly couldn't even do before, which is see what your cost per click is at certain times a day. There's a lot more rules and different things that I could have gone over today, but hopefully this gives you a good start with knowing how to get started with Helium 10 ads. And I hope you guys can see the value of how much this can save you in time and money. For me, time is money. 30 hours a week, if I value my time at $100 an hour or even $50 an hour, how much is 30 hours a week compared to 30 minutes a week it takes? And then the additional savings I get or bringing down my ACOS or stopping the bleed, this could mean thousands if not tens or hundreds of thousands of dollars for your business depending on what size of a company you are. So I hope you guys are able to get the most out of Helium 10 Ads. Like I said, Diamond Members, it's free up to $5,000 spend I believe and then we just take a percentage of what you pay Amazon and things like that. If you have the platinum plan, you can't use the rules base that I was showing you. We have the AI base. I highly recommend the diamond plan. I personally don't like being hands-off in AI. On my own campaigns, maybe you're like that too, or maybe you're so big that you're like, I just prefer to have AI do it, then you're fine with AI ads. But if you're like, hey, I need to have some kind of control, the only way to do that is with the rules-based advertising. So if you've got the diamond plan, activate your ads immediately. Especially if you're spending less than $5,000, you don't even have to worry about getting any extra charge from Helium 10. But those of you who are paying more than $5,000 to Amazon, you can still see it's very much worth, even if we're taking a percentage of that ad spend. For the rest of this show, this is your time to ask me any questions about Helium 10 ads, about Helium 10 keyword research, or any other general, ask me some Prime Day questions, whatever you guys want. Let's go ahead and open it up to questions. Karim says, I isolated a successful keyword to a manual campaign. It's not even getting impressions. Yeah, very important. I do not do keyword isolation. Keyword isolation means once you take it out of the auto campaign and put it in the manual, you negative match it. In the auto campaign, I personally don't do that for this very reason. I'll still add it to my manual campaign and if it doesn't work in one, I'll add it to a different manual campaign but I never negative match because you're not guaranteed to get the same amount of impressions that your auto campaign did have. So nothing wrong with it staying in that auto campaign and that's how I have my Helium 10 ad set up. We do have a feature where we can say keyword isolation. This is why I don't activate that feature. Ronald says, it would be cool to see more rules variations anywhere to customize our accounts for start. It can help. Yeah, we do have the templates, but we really focus, like my big thing is, It shouldn't be Helium 10 telling you guys what you need to be doing with your ads. Everybody's got their own strategy, even with the same kind of product. Somebody maybe is not even doing stuff based on ACOS at all. They're doing it based on ROAS. Nothing wrong with that. So since everybody has their own strategy, we allow you to choose whatever you want for your own rules. Andrew says, I need help doing this. Who do I reach out to? I do weekly and bi-weekly like customer success onboarding I think for like group based. There's not one-on-one group based for Helium 10 ads. So once you get started you might be able to qualify for some of those customer success webinars. Also if you're a Helium 10 elite member you can get on the call with me once a month one-on-one for 20 minutes a month. And remember that guy said went from 5,000 to 250,000. I set him up in just one 30-minute call one month and then one 30-minute call the next month showing how to set it up. That's how he was able to get those results. So that's the other option. If you're a Helium 10 Elite member, by the way, it's h10.me forward slash elite. It's $99 a month. You get a lot of benefits but one of them is a one-on-one call with me where I can go over anything you want. I'm thinking about creating a completely new campaign strategy. Does that make sense if I should just completely do it with these rules? I sell on Amazon for nine years. A cost is about 30% thinking about doing the campaigns in more detail. Just stop all your good campaigns. If you want to do a different campaign strategy, that's fine, but bring it about slowly. Start a couple new campaigns, test it out by moving some of the targets over to your other campaigns, and then take a look at the performance. Do not turn it off in the old campaigns until you can see that you're getting the same performance in the new ones. I personally don't like completely redoing the strategy, but if you've got something that's really, really messy, yes, I can see the benefit of that, but just do it gradually. Don't stop your old campaigns cold turkey and start brand new ones because I guarantee You're going to have bad results. It has nothing to do with Helium 10. It has nothing to do with anything except for the fact that the way Amazon advertising works is you need that history from the campaign sometimes in order to continue with the same performance. Chris says, what are the best campaigns for new products in existing categories? I always start. Here's my strategy. I'm about to launch a bunch of new products in a few weeks. I launch with a manual exact campaign, a broad campaign, and a auto campaign. And I also launch with a product targeting campaign. That's an ASIN targeting campaign. I'll launch with a sponsor display ASIN targeting campaign. That's five. And then I'll have two more campaigns that I launch almost on day one. If I have a video, if I have a video for my product, I'll launch a video keyword targeting campaign and a video ASIN targeting campaign. So I'll launch with seven campaigns from day one. They might not all have humongous budgets, especially from day one. My main thing though is I'm focused on my launch campaign. My launch campaign is a one time only campaign. We talk about this in the Maldives honeymoon method. Don't have time to get into it today where there's like 10 of my top keywords I'm trying to rank for. The others are really low budget in the beginning until I start building up a little bit more momentum and get rank and reviews and stuff. And then as my launch campaigns go down, now I take my budget from there and spread it out to my other campaigns, those other seven I mentioned. And then that's what I go with. That's my main go-to strategy there. Kareem says, a relevant keyword got me 15 clicks, but no sales, but it's super relevant. Should I negate it? This is a good question. I don't always say yes. If I got 30 clicks on my coffin shelf keyword and zero sales, I'm not just automatically negating it. I got to figure out what the heck is going on. I've got to do some market research. Why in the world are people clicking on this keyword that is very important and whatever they see on my page tells them that no, this is not the product you want. If there's something serious about my listing I've got to fix, I'm going to do that. The ones I automatically negate are the ones where it's like, oh yeah. I'm getting clicks for iPhone 15 case. I don't ever want to show up for iPhone 15 case again. Right? So that's why guys, remember I told you before, I don't turn on automation on my keyword harvesting and my rules is because of this exact thing. You know, Helium 10, if the automation is on, it's just going to do what we tell it to. And I told it to, Hey, if you see 30 clicks, Negate this. But if I have automation on, it's going to go ahead and negate it for confidential. I actually want to take a step further like Kareem is doing and figure out why I'm getting bad conversion on it. Thank you so much guys for joining and we'll see you in the next episode. Bye now.