Product Placement & PPC Strategies to Rank Better

Brandon Young.m4a Hey, I'm Brandon Young and I am at the BDSS Market Masters, the second time they're doing this. I was at the first one. It was so good, I had to come. So if they're running another one, which they should because it's awesome, make sure you sign up for it. Go to BillionDollarSellerSummit. com. Now as I said, I'm Brandon Young. I am the co-founder of Seller Systems, a community and college-level course of thousands of sellers. And we've got Datadive, our software, which does product validation, keyword research and SEO. Soon we're going to have PPC software as well. So today I want to talk to you a little bit about your product placement report and some PPC strategies that can help you rank better. There are a million things we can do to optimize our ads, and most of the time we get stuck in the weeds and doing the heavy lifting of other things that we think can be a lever. Well, this is a really quick one that I want to share with you, but there are some traps, there are some warnings here, and then there's some ways to get around them. So let me quickly walk you through this. Now, none of the ad softwares out there really pay attention to the placement report. Basically, what Amazon is giving you is an opportunity to see what your performance for your ads is at different placements, meaning that if you're at the top of search, you have a different conversion rate for your ads on a specific keyword. If you're showing up in rest of search, then you might have a different performance as well. So your rest of search conversion might be 11%. Your top of search might be 17% and your conversion rate for on product detail pages of competitors or your own might be 6%. Now they're also going to tell you what you're paying. So if you're paying $1. 72 at top of search at 17%. Is that better or worse than $1. 11 at 11%? The reality is conversion rate is one of the most important factors for ranking, for organic ranking. The number one reason to run ads and spend money is to rank your product organically. So if you're running a bunch of ads that are at a lower percentage of conversion rate, you can be hurting your ability to rank on those keywords. Now here's what you can do. You can pull up your bid modifiers and let's say that currently you're bidding $1. 80. If you're bidding $1. 80 and you're paying $1. 72, $1. 11, and 72 cents, you kind of want to get rid of this 72% at 6%. That's terrible. And you want to kind of get under this amount and this amount as a whole, but you still want to hit this amount. So I try to get to the minimum. I can't help but make sure that I'm still below these amounts, but I'm not reducing it too much. If the modifier is too much and you reduce too much, you're going to run into a trap where your impressions drop significantly because your top of search placement at $1. 72 might not be a lot, right? So sometimes you can overdo it. So here's what I recommend. You can start by going to 60 cents as your new bid with a multiplier. So if your new bid is $1. 80, you can go to 60 cents for the rest of search and 60 cents for the product detail pages. Here's what's going to happen. Your ad will start showing up a lot less potentially because you were only winning top of search a percentage of the time. So, you can go to 4 or 500% willing to spend more because the performance is going to be significantly better. And as a blended average, your TACOS and your ACOS will still go down even if you're spending more per click for every click because before you were spending less per click for these other places. So, as a whole, maybe your total was $1. 20, right? But now you're paying more than $1. 80 per click but at a much higher percentage so your TACOS, your ACOS go down. And you want to be filtering up. Now another thing you need to do, really important, you need to go to all the related keywords, the long tail keywords that share words. We call them shared words. We call them roots. It could be a word or a phrase that's shared in a long-term phrase. And what you want to do is make sure you turn on the same type of strategy for all of those as well. Those are typically going to get less total traffic, but you're going to make up for your loss in traffic with those long tail keywords. So, you have to have a very dynamic approach here where you're tracking a lot of keywords across each route. Might only be a couple hundred searches, 800, 1,000 searches a month. But you're trying to reduce your total spend on that $20,000 searches a month keyword. So keep an eye on your ads. Make sure you're spending enough money to keep your organic rank growing and in the right spot. But don't overspend on poorly performing keywords. Get that overall conversion rate up and maximize your performance. Track all of your keywords with a really good keyword tracker where you can see your keyword performance, your ad performance, and your organic rank like we do in Datadive. You also have your impression share. And now, I don't know when you're watching this, but you'll have SQP data as of next week as well. So, take a look at Datadive. Track your keywords. Track your conversion rates. Pull up your product placement reports. Start modifying your bids to maximize conversion rate. Make sure you're still getting impressions and push those ranks higher. That's it for today. Take care.