DECEMBER 18, 2020
Here’s the recap from our December 16th, 2020 webinar: 2021 Amazon
Campaign Structure: Ensure your Amazon Campaign Structure Aligns with your Budget
In this webinar, Sellozo’s Amazon selling experts discuss pay-per-click campaign structures for:
- LOW AD BUDGETS:
How to rank for the keywords that matter when money’s tight.
- LARGER BUDGETS WITH MORE CREATIVES:
How to manage a larger budget and juggle a variety of creative assets for sponsored video, display, products, and brands.
- PRODUCT LAUNCHES:
Get the exposure and traction you need with top of search campaigns, defensive campaigns, and remarketing when it matters.
- HOW TO DO MORE WITH LESS:
Pro tips to get the most bang with very few bucks!
Your questions answered by our experts.
How to rank for the keywords that matter when money’s tight.
You can also download the webinar assets.
Ready to improve your Amazon business? Book your free demo with an Amazon expert.
– All right. We’re gonna let some people roll in here.
– Rolling it in, rolling in!.
– You get cranked up in a minute.
– Yeah, lots of people.
– Yeah, this is gonna be great. This will be a lot of fun.
– A lot of good stuff! I see Robert, Pierre, Kelly, Susan, Adam, Danielle.
– Yeah, all right, welcome everybody. We’re gonna just give it a few more seconds here, to let people roll in. While everyone is rolling in, we can go and introduce ourselves real quick. First of all, welcome to our webinar. I’m Dustin Kane. With me is Kris Gramlich. Kris, how you doing?
– Good, how you doing?
– I’m doing great, doing great. We are both Account Executives at Sellozo. We’re also both Amazon sellers ourselves, we’ve been selling on Amazon, both of us, since around 2013 for a long time. So we’re excited to have everybody on here, and we’re gonna run through this. Kris, you ready to get started, you think everybody’s in?
– Yeah, I think so. I think we got a few people still coming in.
– Oh, let’s see here.
– A few more to let in.
– Yeah, a couple more rolling in now. Yeah! This should be super-easy, super-casual. We’ll take questions at the end, so if you’ve got questions that you’d like Dustin and I to answer, always feel free to ask those, we love helping. So this will be good, just to kinda learn a little bit about some campaign structures that you can do for 2021.
– Yep, absolutely, this is a, so well, we’ll go ahead and dive in. Kris and I are gonna go through this. But it is important that your campaign structure that you set up aligns with your budget, what category you’re in, what goals you’re having, I mean, this is, it’s really critical. It’s tough to have a, small budget, and a campaign structure that does a lot of testing. So we’re gonna go over this so that we can align the campaign structures with your budget. And if you stick through this, also, at the end, we have a discount code that we’re gonna offer for getting started with Sellozo. Sellozo, we’ll touch on that, as well, is gonna help you automate a lot of these campaign structures that we’re gonna talk about. So make sure you stick through to that, so you can see that discount code, as well. All right, Kris, let’s dive in.
– Let’s do it.
– Let’s get started here. All right. Today, the purpose of this webinar is, we’re gonna talk about different campaign structures for whatever your situation is, whether you have a low ad budget, a larger ad budget, whether you’re in a product launch stage. We’re also gonna talk, at the end, a campaign structure that we recommend for absolutely everybody, and it makes an immediate impact. Kris and I have never seen this campaign structure not work, so we’re gonna touch on that at the end, as well. And then we’ll touch on why Sellozo might be the right option for you when you’re trying to automate this process. And then, of course, if you have any questions, throw ’em in the chat, we’re gonna hit on those. All right, Kris, take it away.
– Yeah, let’s get right into it. So let’s talk about some of these ad challenges or ad types that maybe you want to be focusing on. You know, as you’re launching products on Amazon, there’s different subjects you want to be in, either like a low ad budget, if you have a large ad budget, or if you’re like in a product launch phase. These are some of the things we’re gonna touch on here. So, the low ad budget, meaning, maybe you don’t have enough capital, or you don’t have enough marketing budgets dollars spent for your campaigns. Some of the challenges you’ll get with that, with the low ad budget is, first of all, you’re limited on budget, right? Like, you don’t have much to spend, so you gotta make sure whatever you do have to spend is focusing solely on like high converting ad types. Dustin, you and I have both been in this one, where, you know, you can only get maybe $20 or $30 a week, or maybe even less than that, that you need to focus on for your ad budget, and we’re gonna go over some of that. And then some of the other challenges with the low ad budget is gonna be a high ACoS. Your ACoS is gonna be high, because, your budget is so limited, that you’re not allowing Amazon’s campaigns, or your campaigns to test a lot of different ad types, or a lot of different keyword types. So that’s, that’s low ad budget. And we’re gonna touch on some of the things that we recommend, as far as, when setting up campaigns. Like how much ad budget should you have for a campaign, when starting out? When to increase that ad budget, when to pause a campaign. Certain things like that are gonna be something we’re gonna touch on. And then, a larger ad budget, what do you got here, Dustin?
– Yeah, well, larger ad budgets, I mean, this is great, if you have a larger ad budget, obviously. And so, you’re gonna have potentially different goals of what you’re trying to do. And what we talked about with these different ad budgets, like you said, is how targeted is your advertising? Are you targeting very specific things, try to rank on one keyword, or do you have a large ad budget where the larger it is, the more opportunity you have to do a lot of testing? So when you do testing, there can be a lot of data that comes in, and you’re able to optimize off that better. You can spread, you can show, show up and be relevant for a lot more keywords. So there’s a lot of things that we’re gonna touch on here, but, yeah, this gives you the opportunity to do a lot more testing. And then, of course, with a product launch, there’s lots of challenges. You’re new. You have no organic ranking. You may have limited reviews or no reviews, so, your conversion rate is gonna be lower on those ads. So those are challenges, and we talk about how we can allocate our budget better for those.
– Yeah, and on a product launch, especially, with a new campaign, there’s no history there, so you don’t have any history with Amazon. So you’re fairly new. Amazon sees you as a new, as a new seller, or a new campaign, and they’re not really sure where to put you at yet. So you’re gonna be thrown all over the place with your keywords, there’s no data there yet. But as you start to keep that campaign active, and as you start to get conversions, and you’re getting clicks, and your product is starting to rank a little bit better, that campaign’s gonna perform better, ’cause now Amazon has some data. And you’ll start to see that ACoS go down, and, hopefully, your conversions go up, too. So that’s, that’s-
– Let me touch on one more thing, let me touch on one more thing, Kris, in that product launch is, when you launch a brand new product, Amazon gives you sort of a honeymoon phase. This, we’ve talked about it a lot where they actually will rank your products higher than normal. Since it’s a brand new product, they’re kinda giving you the opportunity to see what happens. So it’s really important that you immediately start attacking advertising when you launch a product, so you can take advantage of that honeymoon phase, as well. So we’ll touch on that a little bit more. All right.
– That’s a good point.
– Low ad budget.
– Let’s talk about what would, what should you do, if you have a low ad budget? Well, the number one thing you’re trying to do with products, is advertising, obviously, generates sales. But it’s also helping you rank organically for, for the different keywords that customers search for. So if you’ve got a low ad budget, you want to make sure that you’re taking that budget that you have, and you’re allocating it very targeted to just a few keywords. Okay, the mistake people make with a low ad budget, is they’ll do something like run an auto campaign. And an automatic targeting campaign on Amazon is just going to do a lot of testing, and it’s gonna burn through your budget. And you may get sales, which is great, but it’s not gonna give you any velocity on these keywords. So if you can spend the majority of your budget, what we always recommend, if you’ve got a low ad budget, you need to pick five to 10 keywords and put all of your budget on exact matches in a manual campaign, until those products rank high for those keywords, and then you’re generating a lot of organic sales. And then, of course, now that you’ve got more traction, and more revenue coming in, you may not be in a low ad budget situation anymore. So that’s really important. The other thing that you can do, is utilize dayparting. Dayparting… Kris, why don’t you to go into the Sellozo app. So we’re gonna go back and forth, and we’re gonna show you how Sellozo can do these things for you. Inside Sellozo, we have what’s called dayparting. Dayparting allows you to tell when you want the ads to be on and off during the day. So you can see this particular campaign, this client of ours has their ads turning on at 9:00 AM, and going off at 10:00 PM. This can save your budget big time. Especially, when it’s limited is, you know, I’m sure anyone who’s out there who has a limited budget has seen their campaigns run out of budget at 9:00 AM, 10:00 AM. And now you’re not showing for the rest of the day. So you can actually use something, a tool like daypart, and which is very easy to set up inside Sellozo, to allocate your, the limited budget you have to a better converting time of day. Another thing to think about with dayparting, as well, is every campaign on Amazon, at least in the United States, resets at 12:01 AM Pacific Time, so it’s the most competitive time to be advertising. Everybody’s budget, whether, whether they’ve run out the day before at 12:01, everyone’s live again unless you’re doing some sort of dayparting. So the cost per clicks do decrease over the day. So with a limited budget, again, you could be getting a better bang for your buck later on in the day, rather than in the early morning. That’s our recommendation on a low ad budget. and what you, we just touched on, what you definitely do not want to do, is do a whole lotta testing on a bunch of keywords. You don’t want to really be running auto campaigns, ’cause it’s just gonna burn your budget. And if you don’t have enough… Auto campaigns and all that testing is great if you can do it. But if you have a low ad budget, it’s just gonna burn your money and not give you the velocity you need.
– Yeah, some things to touch on there, and you’ve, you hit on a lot of good stuff there. The first one I’m gonna go on is the dayparting option. Inside Sellozo, what you can do is clone campaigns. And you can do this in Seller Central, but it’s a lot easier in Sellozo, where you clone campaigns. And what you can do, is set times for each part of those campaigns, set ’em differently. Your first campaign is gonna be like midnight to 6:00 AM. The second campaign is gonna be 7:00 AM to like 3:00 PM. And the last campaign is gonna be 4:00 PM to 12:00 PM. And what you’re doing at 11:00 PM, what you’re doing is, you’re trying to figure out when you work at, or when your products convert the best at what time. And let that run for a couple of weeks. And then, what you can do, is take that data that, whether it be conversions, or a low ACoS, whatever you’re going after, you can take that time and then use that to scale up your other campaigns, so now you know that, man, my product performs the best during this time. We’ve done this with a…a mattress company. And we’ve mentioned this a few on the podcast before, but, the mattress company sells mattresses at night, people are buying mattresses at, during the evening. So what they’re doing, is they’re saving their budget for later in the day, early evening, when people are looking to buy a mattress, so that they convert the highest during that timeframe. You could do that on Sellozo. But the other thing I want to touch on is keywords. So it’s super, super important to know your keywords, and know what keywords you’re going after. You can find your keywords just by using the Amazon search bar. Like, go to Amazon, type your main keyword in, they’re gonna give you suggestions on which keywords that that customer is a term, or type it in. You can use those search terms, and Amazon’s gonna give you the data, find the best five or 10. Or there’s other tools out there that can kinda help you with this, that you want to, you know, very, very narrow in on, ’cause you want to rank for those in the long run, and you’re gonna rank for those by using your Amazon PPC. Good stuff, Dustin. Let’s go on to the next one.
– Yeah, but are you, before you move on… Oh, well, you can scroll down, we can go to the tips part. But one thing to mention, also, with the low ad budget, is if you go after the most competitive keyword, we’ll use the example we use a lot, dog leash if you’re selling a dog leash, and you’ve got a low budget, the term dog leash might not be one of the five to 10 search terms you want to use. Because it’s gonna be ultra-competitive. You might want to veer off that main search term and go with some longer tailed keyword, ones to rank on, because, they’ll be less expensive. You might be, you’ll have the ability to rank. To get to page one on a dog leash, it’s gonna be expensive, even if you’re just bidding on a dog leash. But if you’re doing something like dog leashes for small dogs, if that’s what you have, is a dog leash that’s for small dogs, and you focus your budget on that, you’ll be able to rank faster, and generate more organic sales, and then take that money, and then parlay it into advertising on dog leash later, so that’s really important.
– And you can see on my screen here, we’re kind of showing the Amazon search bar, and I got a, I got an extension added to kinda show me some more keywords, it’s called Amazon Suggestion Expander. It’s a free download, you can download it and add it to Chrome. But it’ll give you like good keywords that are long-tail keywords, and things that you may want to add to your ad. Again, it’s called Amazon, AMZ Suggestion Expander. And it kinda expands out all the search terms, so it’s not just limited to just what Amazon shows you. But this is where you’re gonna find keywords super-easy. Another secret tool that I usually show sellers, we’re not affiliated at all with this tool, but it’s a tool I use, it’s called KINWORDS. Uh, dog leash. It’s free to use. You just gotta create an account. What it’s basically gonna do, is gonna show you which keywords have a high KIN score. This is where the KIN score is like relative, what’s relative to that product. And they got some good videos over here. This is a, this is a free tool to use. Again, it’s called kinwords.com. I would definitely go check this out, it’s super-easy. The guy who created this is very, very smart, and the data is very, very accurate. You can also use this as a way to get some good keywords. Cool, let’s go on to some other tips here. Oh, this is a good one, add top of search multiplier. Dustin, what is this?
– Yeah. We’re talking again about being, having a lower ad budget, and now we’ve focused on just like five to 10 keywords in an exact match only. And now you want to… Also, since you’re focusing all your budget on there, you can add a top of search multiplier. So when you’re setting up the campaign you can put, you can go up to like 900% of whatever your bid is. Inside Sellozo you can set this percentage really easily, as well, for these campaigns. But if you put a top of search multiplier there, Amazon will increase your bid up to whatever percentage you’ve said to get you at the top of the page for that search. Since you’re focusing directly on just a few keywords, you want to make sure you’re showing up for those, so that way you can speed up how quickly you rank there, and you show at the top of the page, so you can get the, get the clicks. So, yeah, that’s, I do this all the time when I’m operating with a lower budget. We’ll also talk about this as something you would do, for sure, when you’re doing a product launch.
– Yeah, and this is a good thing just to do on, just in general, like add a 10% or 20%. It doesn’t have to be all the way up there, it can be just a 10% or 20% for top of search. Because, what you’re gonna do, is you’re, you’re kinda forcing Amazon to show your product at the top of the search, where the conversion rates are a little bit higher, instead of the product page. So, this can be found in your campaign settings, you can add a little multiplier in there. I would always do like at least a 10% or 15%, just in general, just my personal opinion. Because, you want to make sure your keywords are showing up, or your product is showing up at the top of the, of those search results, instead of being on a product page. Another thing, reverse ASIN search, this is a, this is a term many people should know. If you don’t, what you’re basically doing, is you’re taking a competitor, you’re taking the competitor’s ASIN, and there’s tools out there where you can kinda see where they’re already ranking for, what, what keywords are they ranking for. And then you could target those keywords in your campaigns, and kinda find some good keyword discovery. It’s a good way to find long-tail search terms, in general, right, would you say, Dustin?
– Oh, yeah! I mean, that, you’ll want to make sure, like we’re still talking about low ad budget strategies, and you want to make sure that you’re picking the best keywords for your situation to rank on. And then, whatever your competitors are ranking on, those are good, those are what’s, what you potentially want to do it. We have a quick question here from Leonard, who said, “Some people say go all in 300%, 400% “on that top of search multiplier with low bids. “Is this a good idea, Kris?”
– Yeah, I mean, yeah, as long as the bid doesn’t get if you start with like a low bid of like 50 cents, a dollar, something like that, you could test that out. I’ve heard of even people doing like 50 cents with a 900 plus multiplier, and just leaving that alone. If you’re using a tool, or you’re using a, using Sellozo to optimize your bids, that will counteract. So like, just be careful, ’cause, we’re gonna adjust your bids, as well, on top of that multiplier that you have set at the campaign level. So that, that can kinda make your cost per clicks really skyrocket. But it’s probably not a bad idea for product launches. ‘Cause what you, once you turn to a product launch, you want to get a lot of traffic clicks, sales, let’s start ranking for keywords. So I would make… Leonard, to answer your question, I would probably do a separate campaign for just top of search multiplier, keywords only. ‘Cause that, that’s gonna have a different data than like your discovery campaign for all your other keywords. So I would probably separate that out, and make that a separate campaign, and put a lot of budget focused on that first. Because, if you keep ’em together, there’s only gonna be like five or 10 keywords that are gonna eat up all that budget in that campaign. And I would probably get rid of those, and put ’em in a separate campaign.
– We have, real quick, we have one more question about Sellozo’s auto solution to, does, asking if it doesn’t manage top of search placing bids? It does manage top of search placing bids, which Kris can show you. And we’ll go, we’ll dive in, dive in a little bit more. So when you’re setting up your campaigns, you can add the top of search, and top of product placement percentages there. So yeah, absolutely, you can do that, and we do this all the time. And I think to…to explain this even further is, whatever lifecycle stage you are in the product. So you’re either launching a product, or you’re trying to re-energize a product, maybe it’s been slipping, that’s when you’re gonna be using these multipliers, to make sure you go up. But there’s also stages where you’re trying to make sure your ad spend stays profitable, okay? And in those cases, when our tool adjusts the bids every day, based on your target ACoS, it’s gonna do that based on the ACoS in the current bid, and so, you might not want a multiplier interfering with that.
– Let’s keep going here, Daniel, I see your question. Let’s keep rolling here, or we’ll be answering questions-
– Yeah, questions on that one.
– Let’s get to these, Daniel, we see ya. Large ad budget, let’s get into this one, Dustin, what do you get here?
– Yeah, so, if you’ve got a large ad budget, you can do a lot more, there’s a lot of offerings that Amazon has out there. And a large ad budget allows you to do a lot of testing, allows you to test on lots of keywords, lots of different ad types. The larger your budget gets, you know, you obviously want to start with a sponsored product, but the larger your budget gets, then you can start expanding into a sponsored brand, sponsored brand video, which is killing it right now, sponsored display. And then you have the ability to do a lot of different combinations of these campaigns, which we can dive into a little bit. But you have the ability to do defensive campaigns, where you can just have your products show up on all your other product pages. You can eliminate your, the ability for your competitors to advertise on your product listings. You can have your sponsored brand and sponsored brand videos showing up everywhere. You can do a lotta category targeting. There’s so many things that you can do with a larger ad budget. All of that means there’s gonna be a lot more testing going on. That’s what the large ad budget allows you to do, is allows you to get a ton of data really quickly from Amazon, and then you gotta do something with that data. So if you have a large ad budget, and you’re setting these things up, you’ve got to be optimizing all the time on these campaigns, so that you’re reigning in that, that ad spend is controlled, and it doesn’t, you’re not wasting it after that testing is coming in. The other thing that you want to watch out for with a large ad budget is when you have all these campaigns set up, you want to make sure you’re naming ’em accurately. But, we see, we’ve talked to a lot of people that come in, they’ll connect with Sellozo, and we’ll see they’ll have all these campaigns with their names all over the place. It’s hard to…the more you get, the more you want to make sure that that’s easy for you to understand.
– Yeah, and this is where we kinda put this in order, sponsored product, this is where I would apply focus on very, very beginning sponsored product ads. When you click on an ad, the keyword, or the search term that you typed in is gonna be in the URL, so it’s gonna help rank your product faster for the terms you’re going after. So I would probably focus solely on a sponsored product at the very beginning. And then, if you want to transition a little bit, add some sponsored display. Sponsored display, or sponsored brands, excuse me, sponsored brand, and especially sponsored brand video, like you just mentioned, Dustin, those are awesome. So you could use all these in conjunction. I would start with a product, and then go-to brand, and then go to display, just like the order we got here. And then, to add to your point on the names, yeah, you’re gonna have a lot of campaigns. And if you don’t know what the, what you’re doing here with these naming campaigns, it can be, can kinda confusing. Yeah, definitely, you know, when you’re doing a sponsored brand ad, maybe put SB in front of the campaign name, or SD, for sponsored display, or SP, for a sponsored product, that way, you know what type of campaign that is. And if it’s a discovery campaign, meaning you’re gonna test out a lot, a lot of different match types, broad phrase and exact add the word discovery, so that you know that this is a discovery campaign for all my keywords. If it’s only your top five keywords, add top five KW, for like top five keywords. That way, you know it’s only my top five keywords that I’m focusing on.
– Use the names, so you kinda know what’s, what your campaigns about, so you don’t have to keep clicking it in, and trying to figure out what it is.
– Absolutely. All right, let’s scroll on down here, Kris, and then we can… All right, why don’t… Well, let’s talk about this, but then we can go into the Sellozo app, and we can show you how with these, these thorough campaign structures that you can set up to do, to like we’re talking about. We’ll show you how easy it is to automate that inside of Sellozo. ‘Cause one thing that you can do is you can use all the match types, like for products, for a sponsored product, you want to make sure that you’re using, if you’re doing the large ad budget, broad, phrase, exact match, and an auto. Why don’t you go in real quick into the Campaign Studio, Kris, and let’s show everybody? Campaign Studio, inside Sellozo, allows you to connect campaigns, and define a keyword transfer rule. Right here, what Kris did, is Kris connected an auto campaign to a manual campaign. Okay? And what you can do with that link rule, is define what happens with that transfer. So, in this case right here, anytime that search term converts one time out of the auto campaign, it’s creating an exact match in that destination campaign. Now, the next day, it’ll negative exact match that out of the auto, as well. And then, of course, if you have our optimizer on for these campaigns, it’s gonna be adjusting the bids, based on a target ACoS. But, I wanted to show you, Kris, why don’t you build the auto to broad, to a phrase, to exact match flow here? Because, what we’re gonna be talking about with, if a large ad budget, is you can do a lot of keyword testing. And this, it can be automated through here right now. In this scenario, what Kris has set up, is you’ve got an auto campaign that will now link and create a broad match in that destined, that first manual campaign. And then we can set it, the second one, anything that converts off the broad, it can make a phrase. And then it’s, going down to the next one, anything that converts off the phrase, it makes an exact match. So this allows you to optimize the the entire time you’re testing. So, typically, if you’re, if you’re doing this, if you’re doing this by hand, you’re letting an auto campaign run for a couple of weeks, downloading the search term report, and then pulling out the search terms that have worked. But, what you can do, if you do this, this will automate that process, and it’ll do it daily. So something converts today, it’ll automatically make it a broad. And then it’ll immediately start adjusting the bids on those broads matches. And then, the same thing, it’ll convert, and make it a phrase, so this, if you’re gonna use a large ad budget, and you’re gonna do a lot of testing, automation is critical. This is gonna allow you to just set this campaign structure up, and allow for all that testing, and every day these campaigns are gonna be optimized, so you’re getting rid of the wasted spend as you go. All right, Kris, why don’t you touch on some more of those tips now.
– Yeah, so these are some of the things that Dustin and I have played around with, and that we’re testing in our own accounts. Some of these are some things that you could do now, and we’re seeing really good success with, and probably some things I would do for 2021. And things that I would probably focus on. So the first one is single keyword campaigns. This has been talked about in numerous other places, people are talking about this now, it’s a single keyword campaign. What this is, is it’s a single keyword, single ASIN, single product, single match type. You have one product. You have one match type: broad, phrase, or exact. You have one ad group. And you have one keyword you’re going after. What that does, is it just kinda forces Amazon to show that you’re only willing to spend on this particular keyword. I want to show up for dog brush, that’s what I’m selling, so dog brush is my, is gonna be my broad match. I’m gonna put dog brush as a phrase match. I’m gonna put dog brush as an exact match. But those are gonna be three separate campaigns, with three different budgets, so they can be the same. And then I’m gonna let those run, and that just, that just forces Amazon to show up for all those different variations within those match types. So a single keyword campaign. I like those a lot.
– Kris, before you go on. Kris, before you go on, let’s touch on that, that’s, that’s not necessary for everything. This is, that’s are, those are, you know, that single keyword campaign, just like we can talk about some different use cases, you’ll see a lot of times where, like, if you’re trying to rank, like we’re talking about, and you want to control the budget on that keyword, so to allocate, that’s great. A lot of times you’ll see campaigns that you have where one keyword is eating up the majority of the budget. That’s a great time to get that out of that campaign, as well, and have its own campaign, so there’s a lot of budget, so there’s… It’s not something you need to do all the time, but these are great, that’s a great strategy in certain use cases, for sure.
– Yeah, you’ll get a lotta campaigns out of this, they’ll be, depending on how many keywords you’re going after, there’s gonna be a lot of keywords with this. A lotta… Some people have already seen this out there, but, a lotta sellers will dump like hundreds of keywords in one campaign. Or they’ll put, you know, thousands of keywords in one campaign. And it just kind of limits that campaign, and its performance.
– For sure.
– So definitely want to like separate those out. You can either use like a search term estimation to kinda separate those out, or, I would just put one keyword, one campaign, one ASIN, one match type, and go from there. The other one is A/B test your video ads. So video ads, if you don’t have access to video ads, you need to get it, because, video ads are performing like crazy. The conversion rates are super-high. But you definitely want to get access to video ads, and then you can A/B test the creative. So some people, some sellers are starting out with like just slides, like just like a slideshow of their product, and then they’re getting a video created in the background. And then, when that video is ready, they can create another ad, and just use it with that new video they created. You know, you can find videographers out there on Fiverr, or Upwork, or FreeUp, there’s other, you know, there’s other places you can get, you can outsource this, but, I would definitely get video ads. Either have somebody create one for you, or use the slideshow as a, just a starting point, and get a video created in the background, ’cause you’re gonna want to do that, when you get access to it, The other one is the sponsored brand creative. There’s things being, in sponsored brand ads now where you can do like storefronts, or images, custom images. Just test those out, ’cause you’re gonna see which one converts better. You know, some people may want to see like a lifestyle photo, or you may want to show a product image in that, in that image, or in that, in that ad. Definitely want to just test these out, run, run ’em for a few weeks, see which one performs the best, and then scale up the one that does well. Cross-promote, Dustin, what do you got here on this one?
– Yeah, so, cross-promoting, this is another way you can do, it’s also what I would call sort of a defensive strategy. You can put the other products that you have, others in, other products in your product lines, you can put those ASINs in a campaign for, for one of your own products. That way, when they go to the listing, any shopper goes to a listing, and they scroll down to where it says sponsored products related to this item, it’s gonna be all your other products. So you’re defending your listing, so anytime someone goes to your listing. You can also do this with a sponsored display, but, you can have on your listing just all of your own products. It’s a great way, these are, on those, you can actually bid kind of high, to keep everybody else out, because, it’s gonna be clicking directly on your product from your listing. So those are great ways to keep competitors off of your, off of your listing, to prevent you from advertising, so that’s, that’s great. And then, of course, the discovery campaigns with broad phrase, and match, that’s exactly what we were talking about before. That’s where you want to layout… You don’t have to deal, like we were talking about, auto, to broad, to a phrase, to exact mat. A lot of times we’ll, I’ll set one up where it’s just auto to broad, to exact, I can, I’ll skip out on the phrase. But that just allows you to optimize and find more keywords. One thing that you heard Kris say on every single one of these, and we’re talking about large ad budgets, you heard the word test over, and over, and over again. That’s the difference between having a large, larger ad budget and a smaller one, is you, you’re gonna have a lot of spend on testing, which means you have to optimize constantly. Because, when you’re testing stuff, you don’t want to test it indefinitely. You want to test it, and if it works, it keeps going, and if it doesn’t, you shut it off. And that’s where, when you set up those patterns in Campaign Studio, like Kris and I were talking about, our tool will automate that entire process for you. You just have to decide how thorough of a testing pattern you want to set up, and it makes it super-easy. All right, let’s just go ahead and do a product launch. This is a… I mean, we talk to a lotta sellers that do product launches, and, of course, Kris and I launch products all the time. There’s so many variables inside of a product launch that can be tough. You have to know your category, the competitiveness of your category, your keywords that you really want to hammer on, you know, how long you think it’s gonna take to rank organically. And your ability to, to choose, can you do a lotta thorough testing, or do we need to focus on a few keywords? And, so there’s… We’re gonna implement a lot of things we talked about, like top of search. I mean, you’re trying to launch, so you’re, you’re trying to be as organic, get as much organic ranking as possible, as quickly as possible, so you can generate more revenue. Kris, I’ll let you talk about the rest of these.
– Yeah, you’re gonna do that top of search, and you’re also gonna do exact match. You want to focus on the exact keywords that you want to go after, especially, on a limited budget. And if you have more to spend, by all means, you can test out the other match types. But… Especially, at the very beginning, I would do just an exact match on my like five to 10 keywords that I want to focus on. We say, no auto campaign here. That’s debatable. But, you know, what we see with auto campaigns, is high cost, a lot of spend. It is good for discovery. But if you’ve done your keyword research the right way, and you know your niche, and you know the category, you should be able to, you know, target all the main search terms that customers are typing in. So that’s why we say, kinda no auto campaign there. And then, defensive campaigns, as you launch new products, you’re gonna have existing products already. Hopefully, if they, if you do it, if you’re doing it in a brand way, where you’re like, you’re launching a brand, and there’s a lotta products within that brand, you can, you could target defensive campaigns, like add your products to your other product detail pages, try to generate some sales, create bundles. You can now create bundles inside Seller Central, where you can bundle products together. Do lightning deals, all this stuff is just things to help out with, with a product launch. But, for the, for the ad side, top of search, exact match, five to 10 keywords in one campaign, and focus on that, to get rolling.
– Yeah, absolutely, and I think the other thing to touch on, is during your product launch, your conversion rate could be low because you don’t have reviews. A lot of other factors. So that’s why not running auto campaigns, sometimes, is really smart. You do not want to be throwing money at a listing that’s gonna be difficult to convert. But, it might convert a whole lot better on very targeted keywords, ’cause it’s exactly what they’re searching for. And so, that, once you start getting, generating reviews, generating organic rank, that’s when you start expanding off of that simple five to 10 keyword, exact match campaign, and you grow from there.
– Yeah, some of these here, like this, use Amazon-suggested bid as a guide, so Amazon’s gonna give you a suggested bid. You know, add like 20% to that, to that suggested bid. And then wait five to eight days before you make any changes, meaning before you make any bid adjustments. See if you get impressions, see if you’re getting clicks. If you’re not getting any clicks or impressions, your bid’s too low, or you may not be indexed for that keyword, you may want to check that, as well. But, you want to raise your bid again, and just constantly raise that bid, until you start to get impressions and clicks, and start to see some conversions. And then track your keywords. There’s keyword tracker tools out there. Track your keywords, see where you rank at. Make sure that what you’re spending money on in your ads is actually paying off. Because you want to make, you want to get to that page one, and you want to, you know, get to the top of a search for your keywords, to try to get some organic sales, so Amazon sees you’re spending on ads, but you’re also getting organic sales. That’s gonna help you stick that ranking. Track your keywords, use the suggested bid as a guide, but always add like a multiplier to that, to increase that bid a little bit more. And then, again, focus on the five to 10 keywords that you want to go after.
– Absolutely. Kris, why don’t you go real quick into the campaign manager inside Sellozo, and let’s talk about… So we’ll go to our people, if… One thing that you do, if you’re in a product launch, okay, you would, you would want to go into, pick one of those campaigns, Kris, and let’s talk about the target ACoS. You would want, what you’d want to do, when you turn the optimizer on inside Sellozo, let’s say you’ve got a campaign with five to 10 keywords, that target ACoS number at the right, the far-right there, this is what you would enter. You’re telling our optimizer what ACoS you’d like to get to. In a product launch, you would want to set that, for the five to 10 keywords really high. It can be way higher than 50. 200, a hundred pin, percent, 150%, that’s reasonable for a product launch. And that way our tool is increasing the bids every day, if it’s not generating sales, or if it’s not reached that ACoS yet. Which will ensure that you get to the top of the page, as well, with those bids, so that’s, that’s really important. Then you can, of course, have the multiplier on top of that, to ensure that, but, of course, you can, you know, take that off, as necessary, as the launch rolls. But that’s what, the way that I launched products, and I put five to 10 products in, or five to 10 keywords in, and do like a manual campaign, exact match ’em, set a high target ACoS, add the multiplier, and let it run. And that way you’re, you’re using our tool to make sure. ‘Cause you, even if you set a bid in there, it might be a high bid, but it may still not be showing as much as you want, so there is, that’s really, really important for your ability to do that. All right. Let’s, let’s talk about… This is an immediate win. It doesn’t matter what stage you’re in. It doesn’t matter where, how many products you have. It doesn’t matter anything. You have, have…everybody should have a low bid, catch-all campaign set up, and we’ll talk about this. This is a… If you come on as, like a managed client of Sellozo, that’s the first thing our team does. On day one, they make a low bid, catch-all campaign. And Kris and I, we’ll talk to people. We’ll tell ’em to do this, ’cause you don’t really need to optimize this. We’ll tell ’em to do it, and then we’ll get a call a week, or two weeks, three weeks later saying, “Hey, we made so much money off the low bid, “catch-all campaign, where we could sign up “for Sellozo, no problem.” What a low bid, the catch-all campaign is, is it’s an automatic targeting campaign with every product that you have thrown in there, and you set the bid ultra-low. Five cents, 10 cents, something like that, something really low, and then you don’t touch it. It’s, it’s amazing, they, they always work. You’re… You get clicks on random keywords, super long-tail keywords. Different situations happen, maybe your competitors’ ads are, they run out of budget and, all of a sudden, this keyword is now super cheap. These, if you leave these running, you’re just gonna catch-all these opportunities as they come, and they’re, they’re always successful. I mean, I always see an ACoS of like 4%, 5% all the time.
– I mean, it’s, it’s an immediate win. If you don’t have a low bid, catch-all… Yeah, so I have a question about that. “If, would you suggest keeping it out of the optimizer, “and put it on after the…” We actually see both. I, you know, a lot of times I don’t turn the optimizer on for that, I just want to let it go. But then, we have… A lot of our managed accounts, they’ve found success by turning the optimizer on and just setting a low, super, super low target ACoS. Like 5%, 6% target ACoS, and, so you can, you can certainly test those out, but, the catch-all campaign is, is an absolute win, guaranteed.
– Yeah. Yeah, and it works really good for, you know, if you’ve got a lot of SKUs got a lot of products, or your clients have a lot of products, so it works really good for those. So this is something, you know, definitely, an easy, easy victory, just set it, forget it, and you’ll see sales trickle in. We do this with all of our, our onboarding calls, we tell ’em, you know, “You gotta do this campaign.” You’ll get sales in the long run, so, it’s just a super, super easy one.
– Yeah, and we’re gonna get to some of these other questions we can get to here in a second. Let’s see where we… So let’s just pull up this, this slide here. So we can talk a little bit more about Sellozo, but, some of these questions touch on it, so, let me, let’s ask Kris, can you rem-
– Let’s go through these.
– Yeah, “Can you rename an ad, once it’s been running “for a while, Kris?”
– Yeah, you can rename an ad, and you can, you can rename the name. You can rename the campaign name inside Seller Central.
– “Can I connect the manual campaign I already created “in my ads console, the auto campaign I created in Sellozo, “will it pause?” You can absolutely connect any campaigns you’ve, you can create new campaigns, and you can connect campaigns that you’ve had in the past, very easily, you can connect those inside the app. “Will it pause all other campaigns that I had before?” You… So, our optimizers not gonna run for anything, unless you tell it to run for it, so, yeah, it’s, it’s fine. But, yeah, if you have… Historical campaigns are great. When you turn the optimizer on, it’s got, at least, after you connect, it’s gonna have at least 60 days’ worth of data that it can go through, so, that’s always helpful.
– “Does Sellozo have a limit of the number of SKUs? “Does it work with accounts with 25,000 plus SKUs?” Yes.
– Yes. Unlimited.
– Yeah, unlimited, it will work.
– The, that account we were just looking at, that we were demoing has way more than that. So, let’s see, “Are you sending us the handout?” Yes, we’ll send these slides out. All right, “How do you use lifestyle and product images, “based on sponsored brand creative? “Has Amazon done away with the idea “that you’re supposed to use your company logo?” Kris, wanna touch on that?
– Yeah, so… I’ve used like a lifestyle photo as the logo, and just keep submitting it, and it’s gone through, it’s been approved. You don’t have to use, I mean, you can buy, they might reject it, but, you could try using the lifestyle image as the image for that ad. And if they reject it, just, then just change it to the, to the logo, but, I would, I would try it. I would just keep testing it until they reject it.
– Yeah, good point. “Is there any way to measure your ad rank “in sponsored products, or using third party tools “you know of?” Well, there’s lots of third-party tools that do this.
– Yeah, there are. They attract both organic, and sponsored placement.
– Mmm-hmm, so you can use those. “Did the optimize on the catch-all…” Let’s see. “Is the low bid, a catch-all campaign based on keywords, “or sponsored products, or all above?” It’s an automatic targeting campaign that’s a sponsored product. So, it, yeah, it’s gonna, it’s basically gonna show for any search term that Amazon, you know, you win the bid, at a low bid, for that auction. So you’ll, you’ll just run, it’s so simple, turn on the automatic targeting campaign, set a low bid, and put all your products in it, and then don’t touch it, it’ll work. “Do you typically create this while bidding? “On the low bid, catch-all campaign, “do you typically create this while bidding “on just one match type, or all three?” It’s just an auto campaign. So, you don’t even have to worry about match types. But, now, that being said, like, I run a low bid, catch-all campaign for all of my products, regardless. And then, for each individual product, I’ve got my larger strategic campaign set. So whether I’m doing auto to exact, or, or et cetera, the low bid, catch-all is just, I mean, I call it bottom-feeding for a keyword. I mean, just getting these cheap keywords, and you don’t even have to do anything to, to optimize it. “Can we get the webinar recording?” Yeah, there’ll be a recording of this. It’ll be… We’ll talk to our marketing team after this. But it’ll be everywhere, it’ll be on our… Just so you know, if you go to Sellozo’s page on Facebook, so go to Facebook and type in Sellozo, you can like that page. Kris and I run a podcast, that we do a daily episode, it’s called “Two Amazon Sellers and a Microphone.” We live stream it on that Facebook page, so you’ll be able to see it every time it comes live. This video will be probably replayed there. Potentially, we’ll send a link, as well, and a follow-up email when we get the, when we get the slides out to you, as well. Yeah, so, definitely check that out, and go ahead and, well, Kris and I do live videos every day, so you can find us on YouTube, or on the Facebook page. Or you can check out our podcast, “Two Amazon Sellers and a Microphone” everywhere that you can find podcasts, so you can see that, as well. All right, let’s see, next question. “Is there any advantage to using phrase match, “if you’re already using broad match for the same turn? “Meaning, am I missing anything “by skipping the phrase match?”
– There’s, yes, you gotta test, right? Like, you got, you gotta test. But I have seen the broad match, you know, acting a little bit better, and catching all those phrase matches. But, yeah, this is where you just, you test ’em all out, test different match types. You know, I, I used to do, just do broad, and then exact, and skip phrase. I’ve seen people do that. But, I would test all three out, just to kinda cover your bases.
– Yeah. Yeah. “What is the day-
– I like this one.
– What, oh, that, the daily budget for the catch-all?
– Yeah, “What is the daily budget for the catch-all?” Do you want to touch on that?
– Yeah. As much as you want to put in there.
– A thousand dollars or more.
– Yeah. So, here’s, here’s the catch. Like you’ll, you’re never gonna spend that daily budget, right? ‘Cause your bid is so low. So if your bid is low, you’re never gonna spend whatever that budget is. There’s some belief out there, I have no way of proving it, Dustin and I don’t have any proof, there’s some belief out there that Amazon looks at your budget when they determine, like, who’s gonna win the placement. So if you have a higher budget, then, you know, myself, and I’m bidding on the same keyword, it would be in Amazon’s best interest to let you win it, ’cause you got a higher budget. I would start with the high budget, but make sure your bid is low, ’cause you don’t want to spend it all, you just want to show that you’re willing to spend that much.
– Mmm-hmm. Absolutely. All right, let’s keep going here. Too-too-too-too, shoo! “What would you consider a large monthly ad budget?” Completely depends. Like Kris said, sometimes, it, you, I mean, if you have a nichey product, that has low search volume keywords, you could put a huge budget on there, and it’ll never spend, because, there’s not enough traffic to even drive it to there. Conversely, if you are selling in an ultra-competitive niche, with a really popular product on, and you’re trying to advertise on keywords that have, you know, thousands and thousands of searches a day, you may not be able to have an ad budget large enough to show the whole day. So, I mean, it’s, it could, there’s so many factors. If you, if you are optimizing your campaigns efficiently, and you’re running out of budget, then it’s too low. I mean, that’s the, I don’t know how else to say that. I mean, anything you want to add on that, Kris?
– No, I mean, you covered it pretty well.
– Do you-
– Let’s see this one.
– Go ahead.
– “Do you add negative keywords to exclude “phrase from broad, exact from broad, “exact from phrase?” Kris?
– Do you add ’em? You know you can, yeah, you can definitely do that. Sellozo we’ll automate this.
– You can, you can add the negative keywords. But I would only wait ’til after a conversion, after it converts in the campaign, in the previous campaign. So you don’t cut something off, but, yeah, you can create negatives. Another strategy is just to lower the bid, keep the bid low. That way, you just have an active bid still. But, yeah, you can do that, and we automate that.
– Yeah, exactly, when you set up those patterns, like Kris said, it’s going to exact match the negative and the, and the parent, wherever that campaign, where it came from, where it moved, it’ll make a negative exact in there automatically for you, after a conversion. Let’s see, “Will you talk a bit about campaign structure, “how you are leveraging placements, “if you have multiple ad groups and keywords “on the same campaign. “Are you segmenting by shopper intent, or something else?” Kris?
– Robert, tough question. Sounds like we need to get you on a one-on-one. ‘Cause, your questions are very thorough. I would, I would probably, and this may not even answer your question, but I would probably separate ’em out, my placements by the campaign, and not ad group. So I would put, you know, the keywords I’m going after, you know, top of search campaign by themselves. But, yeah, sounds like we need to get you on a one-on-one.
– Mmm-hmm, yeah. Very thorough question. “Is there a way to optimize a broad match campaign “without Sellozo turning the search conversions “into exact matches?”
– “Is there a way to optimize a broad match campaign “without Sellozo trying to…” Yeah, you would just, you would just delete the link, and it would just be broad campaigns only, and we, we wouldn’t create exact match keywords. We would just optimize those keywords as a broad match, so, yeah, you can definitely do that.
– Uh, too-too-too, shhh-shhh! “With catch-all campaigns, would you recommend “using fixed bids with, with those low bids, “or utilize dynamic bid strategy within “a C…”
– Huh, I would just do, do dynamic down. Yeah, I’d just do dynamic down.
– Yeah. Definitely, don’t put any multipliers, or something on that low bid, catch-all campaign. Or do dynamic-
– Yeah, that’s just a standard, all my products standard bid of like five cents, high budget, just to show Amazon you’re willing to spend that. You will never spend that. If you do spend that, it’s ’cause you sold a lot, and just let it run.
– Mmm-hmm. Shhh! “Will Sellozo have rules where, if the budget runs out, “it can increase a certain percentage, “if it’s at a certain ACoS?” No, but it’s gonna tell, we have a field where it shows you where we recommend increasing the ad budget. On the dashboard, if you scroll down, it’ll show, it’ll show where campaigns, you could go to that tab, and it’ll show the campaigns that the tool is recommending to increase your budget. Should you-
– Good question.
– Yeah, Great question. “Should you optimize a defensive campaign?” I mean, I think, for the most part, you should optimize any campaign. You just want to set this, potentially, higher, like a higher target ACoS. So, I mean, that way, it’s gonna, it’s gonna reign anything that’s really outta control. I mean, obviously, there’s a certain level, where if you have a defensive campaign, and it’s just spending way, way too much, and your ACoS is way high, it can’t control it, so I would optimize it. I would just set my target ACoS higher than a normal campaign. Let’s see.
– Keep the questions coming, these are good.
– These are good. “Does this, does Sellozo adjust bids “on previous day data weekly or 30 days?” This is a great question. So, our algorithm, it’s a weighted algorithm of all historical data, to make the bid adjustments. So it’s weighting more recent data, obviously, a little heavier than, uh, past data. But, it is excluding the previous day’s data, I believe. Kris, you want to touch more on that?
– Yeah, it’s like a common, it’s a combination. So the algorithm combines all of those past data points and then makes the bid adjustment. What’s really nice, is we track all of this inside the app. So inside the app, you’ll be able to see all the activity from the previous day. You’ll be able to see all the bid adjustments. You’ll be able to see when it makes a negative keyword. You’ll be able to see when it transfers a keyword from one campaign to campaign, so, all that will be covered. And, just to throw this out there, we do a one-on-one onboarding call with all new accounts, during the trial. So, like, there’s a free trial, there’s also a free onboarding call. So some of these questions, we can actually go through your data with you on Sellozo, and show you where this is all at, with your own account.
– This happens during your trial.
– Yeah, let’s, let’s touch on that real quick again, since we’re, I know we’re getting closer to the end of the hour here. But, yes, right now, you can see here on this slide, we have a special discount code, “WEBINAR20” which would get you 20% off your first month at Sellozo, on top of that 14-day free trial. There are no contracts, nothing, I mean, it’s, you can cancel or upgrade at any time, and it’s a flat monthly fee, so you’re not gonna have any percentage of ad spend, or any of that. So you can use that code “WEBINAR20” to get the 14-day free trial. The onboarding call will be with either Kris or myself, so you’re gonna get one of us. It’ll be 30 minutes where we can talk about any strategies you want. And we’ll actually help you like with one, you know, your first campaign, if you want to connect an auto to a manual, or a multiple. We’ll walk you through that, so that you know that you’re clicking the right buttons, setting things up, it’s very intuitive. Anyway, but, yeah, we’d love to see ya. So you can go to Sellozo.com right now, sign-up. Or, you can book a demo with us, and we can talk more, as well.
– And use that code. We got a few more minutes, let’s touch on these last couple of questions here. “Running similar sponsored product campaign, “I run in the US, and in Aus, in Australia with little, “if any traffic, any recommendations?” There could be-
– Competition. Lack of, lack of demand, maybe, a different marketplace.
– There could be lots of reasons, yeah. If you are raising your bids, and you’re still getting little traffic, the demand may not be there yet. I mean, the other marketplaces are not as robust as Aus, as the US. Australia, for sure, not yet, there’s, you know, not, not, all of Australia is not shopping on Amazon, like they do in the United States, yet. Yeah, if it’s not, if you’re not able to do that, then there’s some issue with the traffic. Just gotta be-
– “Where do I find “the reverse ASIN search?” This is a tool, these are, these are gonna be tools that other, or features that other tools have. Helium 10 has one, Jungle Scout has one. These are common names in the industry. You know, you should definitely check one of those out, they have reverse ASIN searches. You can Google “reverse ASIN search.” Google is your friend, so you’ll be able to find that right there, Don. “Other than bidding on your own ASIN, “is there any other defensive strategy you suggest?”
– I mean, that’s, that is what you’re defending, is that product listing from your competitors, to be on there? The other thing people do, is they bid really high on their brand name, so that’s another defensive search. So you could do a sponsored product, and you could do a sponsored brand, where you’re bidding on your brand name, and setting it really high. A lot of your competitors are putting your brand name in their campaigns. So sometimes, like if you search, if your brand is brand XYZ, and you search it, you’re gonna see four sponsored spots with your competitors, and then you’re gonna see your organic rankings. So there’s a lot of, I’d say, conflicting opinions on this. Some people say, “Why would I ever bid “and advertise on my brand name when I’m already “the number one organically ranked product?” And others say, “Why would I want four strangers “on top of me in the listing, that I can prevent?” So, they’ll do that. So that is another one, that’s, that’s a classic defensive strategy of, like, defending your brand name, as well. So you can defend your brand name on searches, and you can defend your listing with prod, with product targeting. All right, those are great questions, everybody. Anyway, we’ll, we’ll wrap this up. Yes, our marketing team will get this all sent out to you. I’m not sure of the timeframe, but you will get an email with this, and the link to the video replay, as well. Thanks, so much, for jumping on. Did we just… Oh, Kris, you unshared the screens. I thought… I thought everybody disappeared there for a second. Yeah, and like I said, we’d love, if you would like to see just daily content, please, go to our, check out our podcast “Two Amazon Sellers and a Microphone.” We bring on guests all over the industry. We have amazing guests. We have an amazing guest tonight at four o’clock East, Central Time, who’s gonna be great on our podcast, so check that out, there’s tons of good information there. And, yeah, go to the website, use that discount code, “WEBINAR20” and get 20% off. Thanks, everybody. Have a great day.