in today's show I'm going to be showing you one of the most comprehensive Amazon PPC guides that is out there on the market today this is a free Amazon PPC master class that I've updated for 2024 and so you're in for a treat today because this is how you make Amazon PBC profitable while spending less time in it even if you're not analytical or anything like that so this free Amazon PPC master class that I'm going through today live is going to be better than any pay course out there and so if you stick with me to the end you're going to have an exact step-by-step action item guide in order to do that and I know a lot of you guys out there are struggling with PPC and so my goal with this entire video is to give you the the strength and knowing that you know what you're doing finally after you do this so that's why I wanted to give you this guide so let's see what we're going to be going over today five key strategies for Amazon PPC success some easy steps for mastering keyword research which is so critical then I'm going to show you the comment Amazon PPC mistakes that people are making we're going to then redefine your aost targets and then finally we're going to scale we're going to show you how to scale and optimize your listings now this is going to be a little bit different because what I'm going to be doing is I'm going to be popping between live like you are right now and then I'm going to actually be jumping into some lesson videos and so in between those videos I'm going to be going live again in between to answer any questions that you have that come up during the videos so please please please put any questions that you have down in the comments down below and if you'd like to join me live here in between videos let me know put that in the comments below and I'll shoot you a link and then you can join me live on stage to ask any questions that you have live on this call so with that being said let's jump into the first lesson the first thing is the five key strategies for success with Amazon PPC all right let's jump in before you get started with Amazon PPC you need to understand five key strategies around Amazon PPC you you need to grasp these strategies if you don't grasp these strategies you'll never be successful with Amazon only because Amazon PBC anything in general you need to rely on strategies that's going to be your base your foundation when you understand the foundation of what you're building on then everything else becomes a lot easier because you're understanding what you're doing instead of just uh what what was that again I had to had to do that because of this and instead of memorizing understanding strategy and a foundation so number one the number one strategy is never run out of stock Amazon is a game of momentum when you have high sales velocity with a high conversion rate you're going to move up in the organic ranks as soon as you run out of stock then your organic rank plummets because sales velocity goes to zero High sales velocity High conversion rate you're going to increase your organic rank zero sales velocity your organic rank tanks and you have to build that much harder to bring it back up again so make sure you're never running out of inventory and don't do your inventory management in spreadsheets spreadsheets are dead I'm telling you right now that if you don't have an inventory management system it will cost you thousands of dollars at the beginning of your journey and hundreds of thousands of dollars at the end of your journey how do I know because it cost me probably close to a half a million to a million dollars number one I lost $250,000 by stocking out of four of my five Sellers and then number two I ordered too much inventory and had millions of dollars sitting on a shelf and I had $50,000 in bills du and I only had $1,000 left in the bank because all my inventory was on a shell learned from my mistakes have an inventory management system in place that's a software that dynamically updates we have one called profitable Pineapple Express Inventory management go to profitable pineapple express.com and you can check that out we have a free 14-day trial and if you're doing under 200 orders a month then it's absolutely free to you and then it just scales up as your orders increase so make sure you head to profitable pineapple express.com so number One never run out of stock number two petto principle or the 8020 rule if you guys have been following me for any period of time you know I love the 8020 strategy which is 20% of your inputs produce 80% of your results I say it over and over again because it is a principle it's not even a strategy it's a principle if you understand that 20% of your inputs create 80% of your results in everything in life you'll get life I mean it's just that simple so how does this apply to Amazon 20% of your products are producing 80% of your results 20% of your advertising is producing 80% of your results usually that's sponsored products that's why in this course course and in my free master class we're going to focus on sponsored products and just a little bit on sponsor brands in display but sponsored products is going to be the main focus of this whole thing So 20% of your products produce 80% of your results 20% of your advertising produces 80% of your results so focus on those 20% of your Search terms inside that advertising produce 80% of your revenue and so just think about that conceptually like you're doing all this work but only 20% of it actually paying off so if we consolidate and condense all of of your efforts 100% of your efforts into that 20% your profit increases your organic rank increases your sales increase everything increases as a result of that so focus on the 8020 and so after this video what I want you to do is go over to Amazon find your detailed page reports and I'll probably flip over to my screen so you can see me do it here in just a little bit and you're going to download that and you're going to look at your top 20% of your products and you're just going to focus on those don't worry about the rest trust me when I say your profit will increase your sales will increase and actually the ones that you're not focusing on will actually increase as well because you're creating a bigger brand presence let me flip over to my screen and then we're going to check out the top 20% and how to pull that from your products so let me flip over real quick all right so here we are inside Seller Central and you're just going to come up here and you're going to go over to reports and business reports once you're in business reports you're just going to come down here to detail PID page sales by traffic and child item what I like to do is usually go a year out and so we have full 12 months of data and then I'm just going to download the CSV after I download that CSV I'm just going to pull up a Google sheets I'm going to go import then we're going to go to upload browse and business reports I'm going to go to insert new sheet all right you can see all my child license here I don't really care much about anything in here there's a couple things that I like to keep like unit session percentage that's going to tell me my conversion right essentially not quite but close enough and then order product sales so right there because what we're doing here there's just one objective is we're trying to find the 80 20% of products that produce 80% of your results so I'm going to highlight everything and go to sort range we're going to do it by ordered product sales from Z to A and then as you can see here let me get rid of all this extra all right so let's take a look at this all right so you you can see that right here if you add everything up I'm making $2,667 over the trailing 12 months this is our test brand by the way we don't do much with this brand but you can see right here that 13,000 of that 26,000 is one product so I'm probably just going to focus everything around that one product but if we scroll down a little bit more you can see that out of let's just get rid of these ones that pretty much zero all these so we have third we have 12 products So 20% of 12 is three so you can look at these three products make up 16,000 and so that's not quite 80% but pretty close it's approximately 70% of our revenue and so what we're going to do is we're going to focus mainly just on this top one because these are all variations of each other so this top one's going to get the majority of the sales and then they'll spill over to the variation so I'm going to focus all my advertising around that one top one so when you're looking at the 8020 make sure you're focusing on the products that are making the results and then later on in this we'll talk about the 20% of search term that are producing 80% of your results as well key strategy number three is focusing to get organic rank growth this kind of goes back to strategy one but it's so important I wanted to put it in here twice and just kind of talk through it a little bit more so we talked about how high conversion rate high sales velocity leads to more organic rank now when we're looking at Search terms and we're looking at keywords to find a bid on we're looking for ones that we think are going to convert high for our product higher conversion rate equals more sales more sales equals higher organic Rank and what this goes back to with Amazon PPC is you don't necessarily want to focus on aose as a metric advertising cost of sale we want to focus more on tacos total advertising cost of sale and the reason that is is because with aost that's so individual depending on your category you may need to run a high aost in order to bring your tacos down and I know that sounds counterintuitive but if you have a high converting search term and you advertise hard on that high converting search term you are going to move up into the rank of not only that keyword or that search term but the rest of the Search terms in that keyword Silo and so therefore as your organic rank increases your tacos goes down and a quick example will illustrate this a lot better we sold eyelid wipes and you'll see that a lot eyelid wipes in this in this training our eyelid wipes sold for the word sty treatment at 30% or more conversion rate we sold four sales a day on the exact match keyword sty treatment so had a single keyword exact match campaign for site treatment it had a 30% or higher conversion rate it sold four sales a day but the aost was 150% now most of you out there most of you newer Amazon sellers would pause that keyword pause that campaign because the aost was out of control but you didn't look at the big picture that actually drove our organic ranks so much that it brought our tacos down therefore making us more profitable as a result so don't look at AOS of individual campaigns look at aost from an account-wide basis and as long as your account wide AOS is meeting your threshold meeting your goal don't worry about those High AOS campaigns because if they're converting high they have high sales velocity they're actually bringing down your tacos and helping out your overall business grow profitably so keep that in mind number four is focusing on continuity or subscription-based products if you're selling a plastic widget from China and you found it as a opportunity then your lunch is going to be eaten by the other Chinese sellers now with continuon in subscription you acquire a customer and then they come back and buy from you over and over and over again and this creates a steady Revenue stream it creates Customer Loyalty it creates lifetime value with I love our average order value is about $65 most people would make all their decisions based on that average order value of $65 we had a lifetime value of $350 for our customers so with our AO strategy we actually went after a really high AOS and a high tacos our tacos at one point was 42% that sounds crazy that means that for every $100,000 we made we spent $42,000 in advertising we were in mass mass massive customer acquisition mode and that helped us gain a lot of customers and sell for multi-million dollars later on because we were building assets this also when you focus on continuity and subscription it reduces your marketing costs so once you have them in there on subscription you never have to Market to that person again and again this increases your business valuation when you have people on subscription you're going to be worth a lot more instead of selling for a 2X multiple you'll sell for a 4 6X multiple because you have that continuity in place there's a reason software businesses have such a high valuation so how do you do this with Amazon subscribe and save so focus on subscribe and save you can put a massive coupon on subscribe and save 50% off your first subscribe and save order to get them on a subscription but don't give that coupon on if they just buy one time you can also do membership sites with content and courses that's another way to do subscriptions and then our agency our agency is subscription and So when you buy from our agency or when you hire our agency you're on a subscription model and so keep that in mind finally number five is the illusion of product selection on Amazon I kind of alluded to this in number four but if you've found and built your business on finding the right product that everybody teaches and they've taught since 2013 you're dead you have about 12 to 18 months until that product will no longer make you any money so you have to keep coming out with new products all the time and you can't focus on what you have right now because it's going to be gone in a year and a half when you focus on continuity and create a real business with loyal customers you don't have to worry about that as much because they're going to get hooked on your product and come back more and more and more whereas if you focus on product selection you're going to be dead in the water soon you need to focus on people selection you need to focus on serving a problem real problem entrepreneurship is not focusing on finding the right product and selling it to people entrepreneurship is finding problems in the world and solving them for other people and you will become more wealthy if you start focusing on helping other people versus finding the right product and gaming the Amazon system so stop focusing on product selection start f focusing on people selection and building that audience make sure you serve that audience don't just worry about getting the audience but serve them without anything expected in return your action items for this video is to never ever ever ever run out of stock Amazon's algorithm focuses on two things sales velocity and high conversion rate when you have those two things you go up in the organic rank the problem is when you stock out you go to zero in sales velocity and your organic rank is going to tank go check out profitable pineapple express.com that's our inventory management software you get a free 14-day trial at profitable pineapple express.com our software dynamically updates every single hour based on your sales velocity whereas in spreadsheets are outdated right when you input the data number two apply PTO principle everywhere in your business PTO principle states 20% produces 20% inputs produce 80% of your results so find the 20% of products that produce 80% of your revenue and focus on those products find the 20% of search terms that produce 80% of your revenue and focus on those Search terms we we'll go over that in a later chapter find the 20% of customers that are producing 80% of your revenue and focus on those customers apply parto principle everywhere in life so find the products that are producing the results like I showed you in my screen share and focus just on those number three is focusing on an account-wide aose other rather than individual campaign level AOS or individual keywords or search term level a Coes because you can have a high AOS but it's still bringing your tacos down because tacos should be the measurement that you you measure in this total advertising cost of sale your total advertising cost of sale if that goes down your profit goes up and so you may have individual campaigns that have a high aost but let those run because they're contributing to high conversion rates and high sales velocity number four is focusing on subscription models you have to come out with consumables it's going to bring your lifetime value of your customer up it's going to give your your valuation of your C company it's going to be a higher valuation as a result of consumables and subscription so focus on continuity and subscription number five shift from focusing on product selection to problem solving be an entrepreneur solve a problem in the world stop finding opportunities you can be an opportunist which is a product selector or you can be a real entrepreneur and focus on solving a real problem if you enjoyed this video please share it with someone that you think might benefit from it you're watching this so I'm guessing you know other Amazon sellers so please share this with them and we can make this world a better place by teaching people the fundamentals of what to focus on with Amazon this was the first video in our free Amazon PPC master class and if you haven't joined us for our free PPC Master Class just head to profitable pineapple. comom and you can sign up for our free PPC Master Class when I say free I mean free it's better than any paid courses out there and there's no strings attached we do have a paid agency that you can join later on but I'm going to give you everything that we do in our agency in this course so I hope you join us today at profitable pineapple. all right so that was just the introduction that was just kind of setting the foundation for the strategy moving forward and what you're going to learn in this PPC master class now we're going to get into the nitty-gritty we're going to get into the tactics I'm going to show you you're going to look over my shoulder as we're going to do keyword research and then we're going to do a search term report and show you all that but the first thing we're going to do next or the next thing we're going to do is go over chapter one which is keyword research and keywords are so crucial when it comes to Amazon PPC and you're going to hear the same principles and strategies over and over again again as we go through all these videos and as I jump back on here live and you're going to hear things over and over and over again I just did that over and over again to emphasize the fact that if you hear something it's so important and so I'm going to do one of those things right now you heard it in the introduction now I'm going to talk about it here and that is keyword research and how important it is and the reason it is so important because when you find high converting keywords this leads to an increase in organic rank when you focus on on those high high converting keywords which will then decrease your tacos which will then increase your profitability now you may not get that conceptually right now but you will by the time all these videos have been played because you're going to hear it over and over again and how you find high converting keywords is you focus on keywords that have a higher buying intent and that is what we're going to be jumping into in the next section which is all about keyword research so let's jump into the next section about keyword research this is the most important piece to Amazon and Amazon selling is keyword research now a lot of people don't like to do keyword research and this is probably the most important thing that you can do for Amazon yes I've said that twice already because it is that important but before I get into showing you how I actually do keyword research I'm going to flip it over to my screen and actually show you how I do Amazon keyword research and how I categorize it I want to go over some basic principles of keyword research first now the key thing is to know Amazon algorithm for keywords Search terms whatever you want to call them Amazon is an algorithm that wants two things they want High conversion rate and they want sales velocity sales that's essentially what they want they want sales that convert at a high rate and so if you can have a product listing page that has a high conversion rate and makes a lot of sales then you will shoot up in the organic ranking because Amazon wants sales that's all they want they're a shopping center they want to show people what is relevant for what they're searching for so when you're looking at keywords you want to focus them around High converting keywords High converting keywords that have a moderate amount of search volume you don't have to go after the top search volume ones at the beginning you want to go after the middle ones first ones that people aren't going after and I'm going to show you how to find those Search terms today and those keywords today where nobody's going after them where they might not be in anybody's title the cost per click might be a little lower and we're going to use a a tool called keywords on fire for that and it's a really cool tool I'm going to show you how to download it and look at the data and everything in just a little bit but I want you to understand Amazon wants High converting keywords High conversion rate lots of sales that is what they want now here's the thing when you find these ones that don't have high search volume but they have kind of that middle of the road search volume when you start to sell for those what Amazon will do it will start to rank you for all the words in the keyword Silo so I'll give you an example here real quick sty treatment we sold eyelid wipes and we ranked really high for sty treatment well since we converted that north of 30% for sty treatment and we sold about four sales a day on that specific search term we got increase in rank for S treatment of course but every word that had sty in it because Amazon knows what keywords are related and so you're going to shoot up for that and something else I want to go over before we jump into my screen share is the different types of keywords there are four different types of keywords and each one has different properties so some have higher conversion rates some have lower conversion rates some are going to cost more some are going to cost less so the first keyword I want to go over is your competitor keyword because this is the easiest one to understand is your competition so these are keywords around what your competitor's brand names are I never recommend going after these right at the beginning especially but it's even harder to go after them even when you're an established brand too because when somebody searching for a brand name they're going to buy that brand most likely and you have to try to convince them why your brand is better even though they've been using this brand for years so those are going to be the most expensive and usually the lowest converting is your competitor brand names now the next one down the list is a browse keyword and then the next one down is shopping and I'm want to go all the way down to the bottom right now is your brand name when you put keywords in around your brand name those are going to be the best converting keywords and I'm going to go over this a little bit later when I'm actually showing you how to do this but brand name is going to be your highest converting and your cheapest cost per click so we have the most expensive at the top your competitor brand names we got our cheapest clicks highest converting at the bottom that's your brand name now browse and Shop let's talk about these browse converts less than shop and the reason is is because the buyer's intent and so people that are just browsing usually don't have a high buying intent they're just in research mode or browsing mode people that are shopping for a specific product have a high buying intent high buying intent for these shop keywords is going to mean higher conversion rate lower costs whereas in if they're just browsing it's going to cost more and it's going to be lower converting therefore those Search terms you may want to go after them later but not now you want to go after shop keywords shop keywords again are ones that have high buying intent an example explains this best if I sold eyelid wipes eyelid wipes people when they search in eyelid wipes they have a high buying intent for buying eyelid wipes that's what they're searching for but we also rank for terms like blepharitis and sty treatment and dry eye and so when somebody types in dry eye treatment that's a browse based keyword they don't know what they're looking for specifically in the product they just know they want something for dry eyye treatment and so that's a browse based keyword another example let's go to the mall and let's say you you're a Salesman at a mall somebody walks in and you say hey how can I help you today and they said oh I'm just browsing buyer intent is very low with that Shopper and that's because they're just browsing now woman number two or man number two walks into the store and you say hey how can I help you I'm looking for a pair of black shoes in size 13 high buying intent that person is going to convert more than the person that's just browsing so who would you focus on you'd focus on the person with the high buying intent and we're going to do that same thing with keywords we're going to focus on the keywords that have high buying intent not the ones that are browsing this is especially important when you're launching a product when you're launching ing a product you have to have high converting keywords if you don't have high converting keywords then Amazon will not rank you organically High conversion rate sales velocity those are the two things you want all right enough of the principles and enough the background if you guys have any questions on that after this video or during this video put them in the comments below let me switch over to my screen and I'm going to show you exactly how I do keyword research with keywords on fire I'm going to go over that browse shop brand competitor categories as well so let me switch over to my screen and we'll go into that inside Zan Guru this is what I use for keyword analysis you can use whatever tool you like best I'm just going to show you how I do keyword analysis with Zang Guru and then I'm going to show you how we create those campaigns in the backend in campaign manager so let's jump in so our example has been eyelid wipes and so what I'm going to do is name that session this session named eyelid wipes and I'm going to go to add products by phrases you should have a general idea of what your bestselling keyword is or search term only because you pick the product and so if you pick the product it's got probably a base seed keyword around it ours is eyelid wipes it can be sunglasses it can be eye cream it can be face wash it can be any of those um rubber spatula and so what I'm going to do is search phrase so I'm going to click that put eyelid wipes into here then I'm going to click search all right so the results have pulled up and now what we're going to do is we're just going to select every product that applies to ours it looks like all these do so I'm just going to select you can select up 25 of them and as long as they're relevant here's our product right here and I'm just going to keep going I like to get as much data as possible so I'm going to keep going keep going and I'm going to select all 25 because we can more data the better there we got 25 so now we're going to click add products you can see it's going to fill in all these asens we're then going to name our session eyelid wipes run keyword analysis this will take close to about 10 to 20 minutes depending on how much data you're bringing in all right so our data has pulled up here and you can see a couple different things here you can see the keyword value and so what this is is just an estimated combined monthly Revenue our zg score is just how relevant that keyword is for this search for IID wipes you can see the search volume right here as well and then you can see some other metrics here like PPC bid ratings things like that what I like to do is come up here to the gear icon and then hit export to CSV and it's going to export ort it and then I like to go to a Google sheet and I like to import it so I'll go to file import and then upload once we go to browse we can then pull that into here then what I like to do is just eliminate some of these things like you can eliminate some of this stuff like currency because it's all in the same currency I like search volume these two I don't care as much unless you're launching this is telling you how many you need to give away essentially in order per day in order to get to the top of page page one or get close to the top of page one this talks about the units sold on that and average ratings and price for this video I'm not going to use any of those so I'm just going to delete them this tells you how many keyword titles are broadly matched in the title for that particular keyword so eyelid wipes 88% of page one has eyelid wipes in the title 16% has aisoft lid scrubs that's a trademark term so that's probably the people that actually sell that same thing with optase and clear edex 4% have those in the ti title most likely the brand names that associated with those eye wipes only 52% of the tit are in the title and so that's an opportunity only half the listings on page one have eye wipes in the title that might be an opportunity for you to come in and seal that so we'll go over that here in just a little bit I like to keep that and maybe keep the exact match title in the PPC bid I'm going to get rid of these three and then I don't care the organic rank of all these other ones but I do want to keep the organic rank for my product so I highlighted it right there this is a lot of data so don't get mixed up in the data just know that you can use each data piece and you can go as deep as you want but you don't have to go incredibly deep so now what I like to do is sort it by search volume which is this category or this column right here so I'm going to highlight everything sort range by search volume go Z to A so the highest ones first and what I'm looking for here is just things that I can put into my negative phrase things I can put into my negative exact to help with that so coconut oil those are two things I do not have in my product and so what I'm going to do here is I'm going to create a a separate sheet here I'm going to call this negative list so we're going to make negative phrase like I discussed before a negative phrase is essentially a term that you don't want to rank for at all and the example I gave before was I sell an eye cream I don't want to rank for hand foot body so if somebody's searching for body cream I don't want to show up for that so that's a negative phrase I want body to be in there because I don't want to show up for that so in this example coconut coconut has nothing to do with my product and so I want to make sure I do not show up for coconut so that that's that word right there so I'm just going to delete it now tea tree oil we're not tea tree oil we're not argan oil and so those two things I'm going to put into negative exact because our product does have tea tree oil in it but it is not tea tree oil and so we want to make sure Amazon specifies that because it's eyelid wipes with tea tree oil and and it might show up for Teacher oil exact I don't want to show up because people that are typing in teacher oil exact are looking for Teacher oil not what I have and so those two keywords are out as well sty treatment this is a browse based keyword and so I'm just going to color colors are arbitrary I'm just going to color this one purple so purple is browse and that's a browse based keyword I'm just going to put that in there so you can see it a browse based keyword is going to be a little more expensive you can see a 371 PPC bid and the conversion rate is going to be lower as a result now nobody should have this in their title because if they say they they are a II treatment that means that they're have an FDA claim because they're claiming they treat a disease you can't do that so aisoft is a competitor so I'm going to make that yellow and yellow is competition Bruder competitor competition you don't have to put that in there I'm just putting it in there just so you can kind of see what my color references are aisoft competition Bruder ocusoft allergy competition allergy is a browse keyword somebody that's searching for allergy doesn't know what they're looking for yet so that's a browse browse keyword eyelid wipes here's our first shop keyword so a shop keyword being that people that are looking for eyelid wipes are looking to buy eyelid wipes so they're shopping for that particular keyword and product so that's we're going to do that now I'm going to go through this and I'm going to do probably the top 50 here and then we'll jump in a little bit ahead all right now we have all of our narrowed down to our top 150 keywords that we got in that search result and you can see we're down to about 148 and now what you can see is is that I have them categorized into four different categories purple being browse keywords meaning they're browsing for something they don't know exactly what they want blue being eyelid wipes or ey eye wipes being very specific these are shop based keywords they're specifically shopping for a particular product they know exactly what they want yellow being competition I don't like to go after competitor keywords because they're expensive and you're going to have a lower conversion rate especially when you're launching but even when you're scaling if you want to increase your organic rank you need to go after Search terms that have a high conversion rate potential or they already have proven to you that they have a high conversion rate so make sure you keep that in mind when you're launching don't go after your competition I actually like to put our competition into our negative phrase because it can save you a significant amount of money so let's do that real quick so we got avanova right here that's a competitor we got bodex right here that's a competitor and when you put these in phrase it will pretty much eliminate all three of these so we'll get rid of those and then we'll get rid of this avenova one too Bruder that's another competitor so we'll put Bruder in right here and again I don't like to show up for those so I'm going to turn all these and I'm going to delete them all I don't even want to look at them clear aex we're going to put that right there and then we're going to delete them all and then we can start to analyze some of these too but let's keep looking so ocusoft this is a big one this is our biggest player in our space so we're going to delete that one and let's see that's spelled correctly now I'm going to scroll down a little bit more there's ocusoft again just going to delete that and aisoft again here's hypochlor and IA and I Visa so we're going to do all three of those bring them up here put them all in now I just want the brand name though because again it's going to be very costly to go against these competitors because they have that market part that segment of the market tied up here's aisoft again so let me find all my competition I'm going to put them in my negative phrase list and then we'll get back to this all right so we've got all our competition out and now we're looking to find keywords that we want to go after so what I like to do is find 5 to 10 keywords to make exact match campaigns for now these keywords I want them to be longer tail meaning they don't have the highest search volume so they're not right here at the top they're more towards the middle and there's huge opportunity meaning that there may not be that keyword in the title as much on this page one and then we're not showing up for it maybe organically so we need to fix that as well so let's go through that so we're looking for blue keywords and so these ones with the higher search volume you want these blue ones of course to be in your title that way you index for them and you show up higher in the search results for those but that may not necessarily mean we want to advertise for them we will later on but at the beginning we may not want to because we want to look for higher converting keywords that we can can nail so here's a good example eyelid cleaning wipes eyelid being two words so only 4% of people have it in their title in both exact match and Broad match and we're already ranked our product is ranked 12th for that so putting this in your title but also advertising for it is going to be huge for you so I'm going to just completely highlight that one eyelid scrub is even a good one because you can see 56% have it broad 12% have it exact so there's two good ones that get pretty decent search volume of about 3500 which is high in this category lid scrubs for eyes lid scrubs is actually a trademark term and I know that just because my research so I would avoid that one eye wipes for dry eyes that would be considered an FDA claim so I would avoid that one as you can see 0% have that in there that's why because it's a claim I cleaning wipes again so I cleaning wipes and eyelid cleaning wipes both have nobody's using this in the title and so if you put this into the title if you put eyelid cleaning wipes into the title you're going to show up really fast for these you're going to Vault from number eight to number one number 12 to number one because nobody else is going after that if we add cleansing in you can see that is still pretty low 20% use it in the title 44% so I like that word as well and then eye wipes for bortis is a claim lid scrub is a trademark term so I'm going to avoid those teach eyelid cleanser only 8% have it in exact and we are a teach Tre eyelid cleanser so I'm going to put that one in as well I'm going to avoid all the purple ones cuz I don't want to go after browse yet we're not an IR rinse so I'm actually going to put rinse over in the negative phrase put it right there and I'm going to delete it teacher eye wipes 0% of people have teachery eye wipes in the title you can see we're already ranked number three for that and then let's say we said teacher eye wipes for people 0% have those in the title we could rank high for those very quickly may sound a little funny but that's what people are searching for you can see 3,000 searches a month if you put T Tre eye wipes for people in the category and then T Tre wipes right here this would cover the broad you can see a lot of people have broad but nobody has it exact yet baby eye wipes that's an opportunity to come out with baby eye wipes because there's not many people that have it um let's see how many do we have so far we have 1 2 3 four five six seven and if you have more budget go for 10 so let's find a couple more ey cleaner wipes nobody has it in their title pretty high PPC bid um little bit search volume so we'll add that one too te Tre eyelid wipes 581 you can see a lot of people have it in their title teach Tre eyelid cleansing wipes it's a long tail let's do that one too so you kind of get the idea we're looking for high search volume 813 is okay still I mean that's still 30 people a day looking for that and if you have a high conversion rate you're going to move up in all these keywords in this category um but we'll start at the top and so what I'm going to do is just show you how to make an exact match campaign um I like to go after exact match first especially when I'm launching because again High conversion you want High conversion and high volume keywords which will then drive organic rank which will then decrease your costs and increase your profits so let me say that one more time high volume High converting keywords will increase your organic rank which will then increase your profits so just keep that in mind as you're doing this that should be going in the back of your head all times so let's just do IID cleaning wipes I'm a big fan of single keyword ad campaigns so we're going to come in here to create campaign we're going to hit continue and this is going to be a sponsored product campaign and then I'm going to do exact match we're going to do the As and we're going to do the keyword and this obviously is not this is a dummy account um we're going to do manual targeting select the as that you're going after and then we're going to do manual targeting we're going to do keyword targeting we're going to enter a list I like to do exact single keyword add campaigns eyelid cleaning wipes add keyword what bid should you start out with it will give you a suggested bid you can see that's pretty high let's go back to our sheet here you can see that's what it's pretty much showing for all these so we may want to go after IE cleaning wipes just cuz it's a little lower and if you you find yourself in a highly competitive category you may be paying a lot for clicks and that's just how it goes if you want to make a name for yourself in that category all right so we put that in and then we're going to scroll down here and we're going to upload our negative list we're do this here's our phrase and then we're going to do our exact and then we're going to go down here uh Dynamic bid down only you can name the campaign I thought that's what I did up above but I might have just named the ad group up above yeah there you go come on all the way down here if you have portfolios you can put it in your portfolio start date daily budget just start low $25 it's good 10's good launch campaign and that's it that's how you create that's how you go from keyword research to campaign creation I'm going to do this for all 10 keywords and exact match if I still have budget left over after that I'll then start rolling out broad match starting at the top again and Broad match is more of a discovery campaign or exact match is more of a scale campaign remember our goal is high volume with high conversion rate to increase that organic Rank and I can't emphasize that enough I'm going to say it over and over again and you guys are going to hear me say that over and over again throughout our free Amazon PPC Master Class by the way this is chapter one of that class so if you haven't signed up for it yet make sure you sign up for it I'll scroll across the bottom here at profitable pineapple. you can check that out but you'll hear me say that over and over and over again is high converting keywords lead to increased organic rank which will then decrease your tacos but it will increase your profitability and so we don't look at AOS as a metric per se we look at high converting keywords that produce High sales velocity because then that will decrease our tacos increasing our profitability so keep that in mind so your action items for this video is conduct comprehensive keyword research with Zang Guru we use keywords on fire in this video it's one of the best tools I've used in a long time it works incredibly well um I put my affiliate links down in the comments down below I think I junked up the comments down below so I apologize for that then number two this is so key to making and saving a lot of money is making your negative keyword list by looking at those keyword phrases I like to make my competition a negative phrase at the beginning we may pull those out later on but at the beginning when you're launching a new product or if you're focused on profitability put those negative keywords in phrase and exact match if you have them but mostly focus on the phrase like we talked about earlier that will save you a lot of money and it will also increase your conversion rate that's the key thing increasing your conversion rate and then finally categorize your keywords find the competitors versus browse vers shop vers brand and only go after those brand and Shop keywords because that will increase your conversion rate which will increase your organic rank which will decrease your tacos and increase your profitability I'm Dr Travis Ziggler and I hope you guys found this video helpful if you I mean if you're watching this that means you're an Amazon Seller and you probably know other Amazon sellers so if you would that'd be great share this video with a friend and we could all make the world a better players by selling more on Amazon and then making more money so then we can contribute well to society all right thanks for being on all right so that was chapter one which is keyword research and I can't emphasize the importance of keyword research you guys heard me say it over and over again in that video and again how this is going is I am going live like I'm live right here between these videos and so if you guys have questions or comments please put them down below and I'd be happy to answer them in between the live video segments now the next part is going over your listing optimization we've talked about how you need to be going after only High converting keywords because if you go after a higher conversion rate Amazon wants two things they want High conversion rate and they want sales velocity so if you have a high conversion rate you're going to be shown more but you can't just go after high converting keywords and expect them to convert at a high rate if your listing sucks and so in chapter two of the Amazon PPC master class we're going to be go going over listing optimization and I'm bringing in Tony for that one so let's without further Ado let's just jump right in to chapter two which is all about listing optimization we're going to be showing you a seven-step Amazon listing optimization and we're going to show you actually how to create a listing as well so so we're going to show you how to optimize your listing using some different tools that we use inside the agency and then we're going to show you how to make a listing from scratch as well so this is going to be one of the longer chapters in our free Amazon PPC master class but believe me when I say that this is one of the most important things you can do keyword research which we did in the previous lesson you're going to see it pop up again here and this right here is going to determine if you're index for keywords if you're relevant for keywords for advertising and so this lesson is vital and you need to watch this lesson over and over again until you get it and if you have any questions you need to make sure you put them down in the comments down below because if you have questions I guarantee somebody else does and we want to make sure you have this completely clear before we get into it or before you go on to Amazon advertising because you have to have a good listing in order to send traffic if you don't have a good listing traffic doesn't matter because it won't convert and then your whole listing will suffer because the main thing that you need to focus on is conversion rate and the higher your conversion rate the more sales you're going to make the more sales you're going to make the more Amazon's going to rank you higher organically the higher you rank organically the more profit you're going to make so I'm beating this point home for a reason because it's that important now I'm bringing in Tony he's one of our top account managers here inside the agency and one of our top marketing analysts in the agency his expertise is in everything Amazon PPC and listing optimization but also with Google ads so he pretty much knows everything in our agency he's been with me for about two years at the time of this recording so excited to bring him on and he's going to go over the seven step Amazon listing optimization Tony take it away thanks Travis so in this part of the video I'm going to show you guys how to utilize listing Optimizer through zonguru as you know the foundation of everything Amazon is your listing and with Zan Guru we can actually put ourselves against competitors and see where we Stack Up in terms of Search terms and keyword opportunities and that can actually take us to the next level in terms of advertising in terms of organic ranking and so on so that being said let's just dive right into it what I'm going to do is I'm going to show you how to do it manually and then I'll show you how to utilize chat GPT which is essentially embedded in Zan Guru to create a listing from uh scratch and also add to your current listing so what I'm going to do is uh start the session name with eyelid wipes zg you can name it however you'd like and then I'll go add import from keywords on fire from what we utilized in the past click here all keywords and we'll get our list of keywords from there we're going to add our first listing here which will be our product and then now we have one out of eight listings added we're going to add some competitors now so I'll search eyelid wipes as the main keyword and we'll find our competitors we have aisoft sustain novaja optase what is that six now five I can't count today clear deex six let's go a little bit further down and you can add whoever you like but adding the main ones that I know seven one more let is eight perfect once I hit finish we're actually going to see our optimization score in action so we said we have we know where we're stacking up here and we have our competitors here you'll see our competitors are well optimized in terms of search volume and combin revenue overall so what I'm going to do is actually look at them for examples you'll see how they write their copy and you can kind of explore and see any opportunities that you're not adding to your listing from there one thing that's really important guys and please understand this be careful with putting competitor names in your listings in addition to putting anything that's not allowed in advertising any type of structure function claim you got to be careful with that Amazon will take your listing down no questions asked and then you could potentially get in big trouble for having uh branded keywords on the back and I've seen some uh things happen with like lawsuits and things like that so you really want to be careful with that make sure you're well informed about your space and I can tell you from personal experience I've seen uh especially in the supplement space a lot of supplement companies do brands on the back end they're just waiting to get in trouble I don't know why they're doing it they're going to get sued it is what it is play the more ethical route so that you don't get in big trouble in the long term and not have to deal with any issues on the back end or anything that basically takes you away from selling on Amazon now my rant is over um what I'm going to do is I'm going to look at our listing and uh I like to let you guys know in terms of optimization um you want your best keywords in the title mainly because you your optimization score will go up if you add more to the title so uh we have 176 out of 200 we should be able to use the maximum 200 and we can add additional keywords to that so what I'll do is I'll look at this eyelid Wipes explor we already have eyelid wipes in the title already so that's actually uh redundant we actually don't need to do that so we can actually change instead of eyelid wipes obviously the title needs to make sense you could put eyelid scrubs and then see how the optimization score goes from there I saw an opportunity with a scrubs uh somewhere around here and then you see boom optimization score goes up one thing I want to say too is if you hide Ed you already know what keywords you've been utilizing and now you can go in and look for opportunities based on keywords on fire as you can see here a lot of it is around competitors be careful with the comp heads we'll see here like there's key there's words like Lids sometimes you actually can have typos in your copy that will help you with ranking so if I put um let's say we have eyelid wipes we're already using that in the title we can actually turn this and we have wipe here um what two things I want to mention on this is if I turn I to I and lid this actually might help our search term ranking because it's a typo if you want to put typos on the back end I highly recommend that because boom your your optimization score will go up um you'll have lid covered and then you keep you just keep going from there like I said if you're using eyelids plural that's that's redundant essentially you're already using in the bullet points you have in the search terms you can get rid of that you want to make sure you have both the singular and plural especially in your space because you'll have customer searching Search terms with typos you have customers searching Search terms with uh you know singular and plural uh with you know keywords like eyelid wipes eyelid wipe could be a Target eyelids wipes could be a Target you know it's kind it doesn't make sense but that could be something that people are searching you want to have these kind of words in your title bullet points description and most important with this and how I look at it as is you want your title to make sense you want your best performing keywords in the title bullet points you want them to make sense you want to have your benefits in your bullet points description you want it to make sense you want to add what whatever you can that basically has a selling point to your product when you create A+ content and this is something we can talk about in the future but A+ content actually covers the description um just be aware you can actually still put keywords in your description on the back end to essentially help with your optimization score so like here you have 2,000 characters the sky the limit here you have opportunity to add more to it and then your Search terms you have your btes if anything does not make sense like I said typos you know Spanish keywords things like that you can actually add them to the Search terms on the back end which will help with optimization as well now we have mediviz here brand is medivis you can actually get rid of that cuz it's essentially redundant you already have it in the title um optimization score won't be affected by that so as you can see here you'll see keywords like plus and you'll see key keywords like hygienic if it's like plus people there's like search term volume if it makes sense you can add it hygienic obviously we got to add that hypoallergenic you can add not quite 100% sure on allergy but make sure if I make this mistake make sure that you don't do the same mistake I did but just make sure in your space that you can't say certain words and then you see optimization score goes up now I could spend a lot of time on this we can add cleanser and things like that but what I'm going to do is I'm going to go in and update Title bullet points Etc and then I'll show you how to create a listing from scratch using zonguru so we'll hit AI generate brand name is mediviz and then what we'll do is probably grab the title here negative keywords you want to grab it from our list there you'll see that there's compe editors in there too shouldn't be an issue not separating by comma but just in case and then what this will do is when we have our negative phrase we'll actually get rid of that in our copy but still you want to be careful that uh you're not you're not essentially putting things that should not be in your title regardless this will not uh help you get away with uh the structure function claims you know branded names on the back end you really want to look at your title cuz uh even though we use chat GPT remember chat GPT is not perfect we do professional and AI is generating the title and you could do this with your bullet points you can do this in description you can do in the search terms and let's see what it does he added some extra things IID bumps Etc boom Zan Guru score went up now we could do this again with the bullet points what I'll do is hold number one do this a field must be less than 200 okay see here stop it here and see what it does this is the fun part with AI is when they take everything from keywords on fire they're like all right let's look for opportunities we're going to add more to this and then see what happens dang I filled it up a lot let's see where it goes keeps going up remember you want to make sure there's no structure function claims this is problematic I believe dermatitis is uh problematic as well if I'm not mistaken so you want to be careful with this if you put sty it's probably gonna get flaged especially in this space so let's see what happens when I get rid of that I don't know if a competitor has it or not but I dropped a bit you want to be careful with those those kind of key words because even if it gives you a zonguru optimization score that's going up like I said structure function claim you can get in big trouble for that so I showed you how to basically at do it manually and then you can also use AI to fluff it up if you need some inspiration and it basically it fills up the character count and I think with that um you can apply that to all the bullet points I want to make a main point for this description here this is so important so description oops the description is 2,000 characters this is where I see a lot of opportunity um through listings that will help out with and optimize for our clients in addition to even my personal brand I went on the back end of the description to look for opportunities on keywords on fire that I may not have added on the bullet points because they're not benefits oriented but what will do is it'll make an awesome description it'll make an awesome description of your product it will mention benefits it will mention features but in addition to that it's going to add keywords that it may find through keywords on fire remember you want to make sure and you can see it went up a bit you want to make sure that they're not using unethical keywords you're not using keywords that are you know branded structure function claim Etc just please look at the keywords when you start doing this one more time I'm going to reiterate that look at your keywords make sure there's no Brands make sure there's no structure function claims just do it ethically and be careful be careful of sty probably be better off with and that that caught my eye you'll be editing things like that make sure your your butt is covered and then from there you have it now what I'm gonna do is I'm actually GNA remove one of these listings I'm gonna add a new one and I'm actually G to create from scratch and let's see what it does so we'll create it from scratch add blank listing we'll say I wanna I want to make some cool name for Pony store eyelid wipes that's terrible we're going to use it as an example add listy Tony store eyelid wipes we're gonna hit finish now you can publish on Amazon guys there's a publish on Amazon button I prefer to manually do it on Amazon I just don't um I just from personal experience that's what I do when I edit this but we got Tony store eyelid wipes AI generate what I'm going to do is have the AI generate the entire thing we'll put Tony store sounds so we weird and then product description we'll put um eyelid wives 30 count and then negative keywords we'll put competitors oops put the competitors here I don't think the commas matter we we'll try it out and see what happens zong is loading we're gonna be more witty no we're gonna be funny see what what it does for us so it's gonna look at keywords on fire here and it's going to create um I just hate the Tony store name it's so goofy now I guess this is this is going to be on YouTube it's kind of funny looking back at this I'll probably be like yikes I can't believe I did that but we got the bull points coming up we got description Search terms and then we'll see what happens you gotta have fun guys you gotta have fun I mean working or you know working with a profitable pineapple it's all fun here it's all fun it's all wins we like to see our clients win we like to have fun um you're not gonna see Tony store in real life you know we're a little bit more professional than that you can see here uh essentially let's see o good optimization score right from the get so Tony sores eyelid wipes funny refreshing eye care for dry eyes and blefaritis 30 count easy to use not ah it could be kind of funny I guess welcome to Tony s PR says with a dash of humor it just created a brand for me IID wipes with a dash of humor itchy these wipes are the superheroes of I care see how Zan Guru and chat GPT can be very fun but like I said you want to make sure there isn't anything that's uh structure function claim you want to make sure you you cover your butt there and from there you basically work on optimizing your listing and so on uh some of my clients really like using this tool for creating new listings from scratch I had a client creating a new product and uh we're going through that process of finding keyword opportunities and we're like let's use zuru for this and we have a well optimized listing before launch so once we have that you know we have product that's going towards Amazon FBA we'll have the listing set up or even f M to start selling and we're good to go there because we have that prepared in advance but anyway uh from there what we can do is you want to strengthen every aspect of your listing and there are stuff that's going to go beyond Zan Guru and it's going to go into a few main points you want your title to contain over 125 characters you want five bullet points some spaces in some Industries you can have more than five but make sure you have five bullet points you want to have over1 50 characters in those bullet points and then you want your listing to contain seven pictures and this is is going to actually infect affect the optimization score you can see here title optimization bullet points description when you add that but then it's also going to affect everything on your listing in terms of you know how aesthetic your your listing looks how professional it looks um you want to make sure you have those seven pictures um lifestyle photo I can show you from here so you have your pictures that cover you can actually upload videos too and uploading videos actually puts more it's going to make your listing a lot more optimized and customers are going to be watching those videos and it may help with conversions as well so you have the main product image you'll have you know your lifestyle photo and then you can kind of mention some things benefits you want to have benefits mostly don't worry too much about the features and you want to make sure you cover all those bases um and just essentially maximize your listing opportunities now you can you can look at competitors in the space and see what they're doing and we'll look at our most optimized here clearer de and you could see what they're doing I'm actually sad for them because the fact that they're well optimized on the back end and their images kind of suck is is interesting to me uh no offense I just think that they can do better just make sure you look at your competitors and make sure like the this is much better so you can have you have your uh mentions you have your bullet points opportunities and then you have other bullet points that you can utilize make sure you cover and this is a good step by step make sure you cover your bases like this have some sort of Amazon listing friendly images and just make sure you you have that so when customers click not just from their title they have extra things to look for uh And when they see videos they see these nice images they're going to be more inclined to purchase and you can see here purchases are great reviews are good purchases are great probably update the listings listing images a little bit but overall looks good and then you have the A+ content that covers description this is really well well done here so from there um obviously the most important thing is your ratings you want your review ratings to be really high up there and what you're going to do with that and I'll show you how to utilize that through zonguru is if you go and click on customer engagement and you go to review automator it's actually where you build reviews so if I check this button with zru zru is going to automatically request reviews uh to customers who purchase your products and all you have to do is hit this check box here and you're good to go and then it starts running and then you'll start to see reviews come in ideally everything once you have your listing optimized the next best thing you know when you have your images uh videos Etc you want your reviews to be up now lastly when it comes to reviews guys the most important thing is to build up your reviews once you have your listing images optimize your videos your benefits your bullet points all that stuff is optimized you you want to work towards uh getting your reviews as you know reviews are everything that's that builds credibility to your brand and to your product if you have terrible reviews chances are you might have to look at your product and see if there's any issues uh hopefully your product doesn't suck um hopefully it's just some rough experience lastly I wanted to talk about reviews reviews are everything credibility for your brand guys you want to make sure you have a high review rating you want to make sure that your reviews say really great things about your products um you know you have these good reviews best eyelid wipes ever these are the reviews that you want top critical review decent product regardless of that top critical review that's a good top critical review it's not anything that's like this product sucks blah blah blah your critical basically this critical view review just tells me that this is a good product because it's not something that's like a one star it's terrible it tastes like whatever you know it burns my eyes or whatever it is in your space you want to make sure that your product does not suck and when you can get that and you get the review volume there the momentum and that Snowball Effect will start to come in with Amazon because everything revolves around your star rating on Amazon the most important thing to understand guys is in most spaces from from personal experience I saw around 4.3 and above to be four and a half stars on Amazon anything below 4.3 is going to immediately put the star basically your star rating look like four stars on Amazon so let's actually look for that all right so there's a four star right here it's a 4.2 so like I said four stars it's a 4.2 star if it's a 4.3 it'll turn into a four and a half star let me see if there's a 4.3 around here these are pretty good ratings 4.4 is still four and a half so essentially what I'm getting at is make sure your ratings are above 4.3 make sure and this will impact conversion rates significantly if it's under 4.3 and I can tell you from personal experience I could I've seen what happened with some clients and some Brands where the ratings went down because of a a product that didn't turn out so hot recently you know they tried a new formulation things like that that that all can have an impact so make sure your product is great make sure your product is loved by your customers make sure you know with that your most top critical review and and that's a sign of a good product when your most critical review is like it's a decent product all in all guys to simplify everything basically to refine your listing as a whole especially through zonguru your title you want to make your title as keyword rich as possible look for the big opportunity keywords on Zan Guru for your title you want to Target any opportunities you might find find in the space when you're doing your keyword research look for any gaps because with those gaps you can actually capitalize on an opportunity there with images invest in professional photos you want to have professional images I showed you some examples of opportunities where where some Brands could proove upon and then I showed you an uh example of a brand that has pretty cool images so make sure you're looking at what competitors are doing in the space and get some professional photos done because that is essential for your images with bullet points you want to highlight the main benefits you know everyone has their features you want to highlight the benefits focus on what's going to benefit them in the long term in using your product consistently you want to then with the bullet points make the bullet points make sense but also include keywords that help with your ranking if you can't add them into the title the next best thing is adding them into the bullet points and then from there you can essentially go into the description next and then you build off from there and you just build this whole experience on your Amazon listing to optimize it and it's like your customer sees the title and then see the images they're like oh you know title was great images are looking professional product looks amazing we're looking at the reviews reviews are great bullet points It All Leads them down to the purchase process so you really want to make sure it's well optimized you want to make sure you're covering all the things that they're searching for and all the specifics that you're search they're searching for in your copy this is why we want to be specific in our keyword and this is why we do the negative phrases because we want to really drive the overall sales volume sales volume is everything on Amazon and that will drive your organic ranking upwards it'll drive your relevancy in ad in uh keyword opportunities and so on so it's essential to just go through this entire process utilize Zan Guru as your I guess you could say utilize Zan Guru as your stepping stone to optimizing your listing as best as you possibly can make sure you're not putting anything that's Troublesome in the keywords and then uh make sure that you're not having competitors in your Brands and with that being said guys that's pretty much it uh if you need any help with this feel free to email me at Tony profitable pineapple. if you have any questions always happy to to help back to you Travis all right to summarize the seven steps for Amazon listing optimization step number one doing your keyword research keyword research like I said is the most vital role I'm going to repeat it over and over again you guys are going to get sick of me hearing it in this course because you're only on chapter 2 and you're going to hear me say over and over again go after keywords keywords go after keywords that have a high conversion because High conversion leads to higher organic rank which leads to higher sales velocity which means better organic rank which means more sales which means more profit and so so you want to focus on keywords that are going to convert for your listing so keyword research is the most important thing and we showed you how to do that on keywords on fire in this video and in the previous video that's how important it is I wanted to show you how I did it and then I wanted to show you how Tony did it and you can see we do it very similarly step number two is analyze those keywords for Market opportunities see if there's a gap in different keywords like eye wipes for people nobody's putting that in their listing it sounds weird but it gets searched all the time and so take advantage of that because when you get pushed up and have that exact in your title it's going to push you up in the whole keyword Silo for eyelid wipes now step three utilize listing Optimizer by Zang Guru there's so much opportunity there to analyze all of your listing and so that brings us to step four which is compare your listing to your competitors inside listing Optimizer and so check your title your bullets your description your ratings your reviews and you can see where your listing fall short compared to other people step five is the strength of those titles bullets backend Search terms and your ratings and reviews so we're going to look at the keyword side of things and then we're going to look at the actual strength of your bullets and titles and everything step number six is building up those reviews make sure that you have an automated review requester on Zang Guru has that built in you saw Tony switch it on it was that simple that is really how simple it is Step number seven final step is make use listing Optimizer to make datadriven changes so the keyword research you did add those into the title add those into the bullet use the AI inside listing Optimizer to really help you but don't let that be the end all be all avoid competitors in your listing even in the back end that is the number one cause for loss suits on Amazon I talked to Jeff schik he's an attorney in this space he said the number one cause is IP infringement which is putting your competition in the back end and there are tools now that we can scrape that so you better believe that attorneys are scraping back ends looking for for that to then present opportunities to Brands to go after other people because they like to get paid and so I hope this video was helpful we also showed you a brief Glimpse on how to create a listing from scratch and that doesn't take long at all so I hope this video was helpful if you found it helpful give some kudos to Tony down in the comments down below give him a thumbs up and then share this with another brand owner that might benefit from this this is chapter two of our free Amazon PPC master class so if you haven't prescribed I'm in doctor mode now if you haven't subscribed two are free Amazon PPC Master Class you can do that at profitable pineapple. I'm not lying when I say that it is better than any paid course out there so make sure you head to profitable pineapple. sign up for that free PBC master class and we will see you in chapter three all right so conversion rate is the key to chapters one and two finding High converting Search terms that you can then go after and then making sure that your listing is optimized optimally to increase your conversion rate as well because we know that if we have High conversion rate Amazon is going to rank us higher now there's one other thing that we need to go into before we jump into scaling your Amazon PPC and that is one thing that is key to momentum with Amazon so let's jump into chapter three and I do see some of your comments that the video screen was a little blurry um once that video is not live you'll be able to see it a little better and just make it a little bigger for you so I do apologize for that it's probably because the video is live but let's jump into chapter three now and go over one of my biggest mistakes that I made it cost me over $250,000 and it is one of the key parts to increasing your organic rank as well and that is never going out of stock so let's jump in to that my $250,000 mistake in one simple step and that's what I'm going to show you in today's video now I didn't just make a $250,000 mistake I also almost bankrupt my company from ordering too much inventory in this short video I'm just going to be going over the importance of inventory and how you can avoid my mistake number one which lost me $250,000 and then mistake number two which almost bankrupt my company and the reason that happened is because with losing $250,000 I did not stay on top of ordering inventory and getting it into Amazon on time therefore my four out of my five best sellers stocked out and when I say stocked out they were gone one of them was gone for over a month and a half and when we added it all up the opportunity cost there was over $250,000 not even opportunity cost that was the direct Revenue that we lost as a result of going out of stock but the opportunity costs our keyword rankings tanked and so we had to build back up our keyword rankings so I calculated the exact cost of $250,000 but it was probably a lot more than that now mistake number two in how I almost bankrupt my company is because I ordered too much inventory we were a highly profitable company and then we ordered too much inventory which left us to pretty much no cash left in our bank we had $1,000 left in our bank account with $50,000 due on loans and credit cards so we're in a little bit of a pickle so that's the effect of accurate Inventory management is you can order too much and cause a cash flow shortage in your business causing it to go bankrupt or you can order too little cause you to go out of stock which then you're fighting an uphill battle to get your keyword rankings back and you're losing money every single day that you're out of stock NOW the key thing to doing this and the one simple step that you need to make now is you need to get your inventory out of spreadsheets spreadsheets are outdated and they're prone to human error now you need to use a software for inventory management we have one called profitable Pineapple Express which I highly recommend you do you get Inventory management in place before you do any kind of Amazon PBC system because you need to know your numbers and you need something that dynamically updates every single hour that's what profitable Pineapple Express does you can see that at profitable pineapple express.com and you can sign up for our free 14-day trial and if you're doing less than 300 orders per month it's always free for you and then we have a three- tiered system from there which you can see if you go to profitable pineapple express.com and check it out get in an inventory management system the software dynamically updates every single hour versus a spreadsheet which is outdated and prone to Human air get yourself into an inventory management system now click the link start a free trial and avoid going bankrupt and losing $250,000 avoid my mistakes learn from my mistakes by signing up today all right so we've done High converting keywords High converting listing optimization or making sure your listing is optimized so you do convert High never running out of stock because we know that Amazon's algorithm likes sales velocity and if you run out of stock your sales velocity goes to zero and they like high conversion rate so if you can conceptually just think of those two things whenever you're making a decision on Amazon High conversion rate high sales velocity what can I do to increase my sales velocity what can I do to increase my conversion rate when you just think of those two things and ignore everything else then you're going to increase in the rankings so every decision you're making on Amazon should be will this increase my conversion rate or will this increase my sales velocity if the answer is yes you should probably do it if the answer is maybe then I wouldn't do it I would focus on those two things only and that's with focusing on the search terms you're going after and then focusing on making sure your listing is optimized now another big problem that I see with Amazon PBC is AOS advertising cost of sale and you've heard me go into it multiple times throughout this this course already but your aose is not something you want to make big decisions on people beginning newer sellers all the time focus on individual campaign AOS and that's a big mistake you need to focus on your account-wide AOS and the reason is is because AOS if you have a high converting rate high conversion rate on a search term but that search term has a high acos most people will pause that but it could actually be bringing down your tacos because it's increasing your organic Rank and so I'm going to go over AOS in the next video so let's jump into chapter 4 which is all about AOS on advertising cost of sale or your aost is the completely wrong way to approach Amazon PPC and what I see from most Amazon sellers and people that manage Amazon PPC is they focus on AOS way too much and it drives me crazy I'm going to reform rest strategize your mind a little bit here in order to help you move forward and look at PPC in a different way that's going to help you scale this works incredibly well and when you get this concept down I'm going to repeat it over and over again in this master class but when you get this concept down it will change the game for you with Amazon PPC now this is chapter four in our free Amazon PPC Master Class if you haven't signed up for that make sure you head to profitable pineapple. comom to go check that out but anyway let's jump in and the first thing I want to do is I want to backtrack a little a little bit to chapter one or even in the introduction when we talked about strategy the 8020 rule remember that 20% of your products are making 80% of your results your Revenue 20% of your campaigns and campaign manager is making 80% of your Revenue 20% of your Search terms are producing 80% of your Revenue we have to focus on the 8020 strategy because when you do and you focus on what's working products that are working Search terms that are working campaigns that are working your profit takes off your organic sales take off your tacos decreases in your AOS we don't really care about AOS and I'm going to tell you why here in just a little bit so we have to shift our strategy around thinking about advertising for all products into just focusing on the 20% that are producing the 80% of the results when you simplify Amazon PPC you can do pretty much PPC in about 30 minutes per week it does not take long if you have a lot of SKS obviously it's going to take you a long time but the problem is most advertisers focus on all the products and they focus on all the strategies and they try to do everything but we need to focus so one more step further 20% of your campaigns are making 80% of results like I talked about earlier and those 20% of campaigns are usually sponsored products sponsored products drives volume and they drive conversion and Amazon wants conversion rates high and high sales velocity so that's what you need to focus on and that's what I'm going to be teaching in this master class so the first thing I want to do though is I want to teach you about tacos versus AOS you're going to hear me repeat this over and over again the rule of Threes if you hear something three times in a class in a course in college you better believe it's important to know that and what I want to teach you for the first time and you're going to hear it again later is focusing on tacos and not AOS tacos is your total advertising cost of sale AOS is your advertising cost of sale AOS just takes into account advertising tacos takes account your whole all your sales and advertising so it's your advertising spend and your total sales is tacos advertising spend advertising sales is AOS and I'm going to I'm going to show you an example of this here in just a little bit but the key thing to know here is that AOS does not matter your AOS can be as high as it wants to be because sometimes a high AOS will actually drive your tacos down because if you have a high converting keyword that is making a lot of sales but the AOS on that keyword is 150% then it's going to actually probably bring down your tacos because it's driving up your organic rank for not just that one single search term that you're going after but for the whole keyword Silo so let me give you an example we sell eyelid wipes and I'll give this example over and over again in this training but we sell eyelid wipes and one of of our high converting keywords was sty treatment so we set up an exact match campaign with just the word sty treatment in it that campaign ran at 150% AOS now most of you out there would pause that campaign because it's 150% AOS but that campaign drove four sales a day at 150% AOS at a conversion rate over 30% what did that do for my overall account it lifted every single keyword around sty hundreds of keywords around sty it lifted my organic ranking for all of those and therefore it actually decreased my total advertising cost of sale and when you decrease your tacos that increases your profit so even though that campaign was 150% AOS my tacos went down and my profit went up so ignore individual campaign AOS don't use AOS to make big decisions in your campaign focus on tacos and focus on organic rank increasing organic rank focus on conversion rate so let's dive in a little bit more and talk about how we calculate our initial Target aost because you still have to have like I'm going to go for this Target and then you have to kind of adjust that Target AOS based on what your strategy is and what your targets are and so what I like to do is I like to focus on break even aost break even aost is just simply your profit margin and so how do we calculate that and I'm going to show you here in just a little bit I'm going to switch over to my screen but I want to explain it first so to calculate your profit you just take your Amazon retail fee minus your FBA costs minus your cost of goods equals your profit to find your profit margin you then take your profit divide it by your sales cost or sales price that's your profit margin your profit margin is also your break even AOS your profit is also your maximum cost per acquisition it's the most you can pay to break even on a product and then finally we need to talk about Target AOS so we like to calculate our Target based around that break even if I sell a consumable I actually go above Break Even AOS because I know that if I go above Break Even AOS it's going to increase my organic rank I'm going to acquire more customers and they're going to come back and buy more and more and more from me and that's when my profit is going to shoot up and my tacos is going to shoot up and so I'm willing to lose money on the front end with advertising be more aggressive with my AOS in order to decrease my tacos over the lifetime of that customer and that is a huge mistake that a lot of people make is they will be cheap in the front end because they don't realize the back end the front end is to acquire a customer you may break even at best but most of the time you're losing money on the front end to then get them into your ecosystem to then sell them more and the profit comes on the back end that is one of the biggest things with marketing is people don't realize that profit comes in the back end it does not come on the first sale it comes when you sell them over and over and over again I were in an optometry practice could you imagine if all I did was try to get new patients all the time and I never saw another patient for a repeated visit it'd be crazy it it wouldn't be how you'd run a practice but you know what we did when somebody came in for an eye exam by the time they left we had already scheduled their next eye exam for the next year and given them a card that says here's your exam for next year we already assumed that they'd come back next year and can I tell you that the retention rate was huge we got a ton of customers back as a result because we knew the value of getting people back in the door year after year after year that's how you got to think when you're in consumables don't be afraid to break even up front or even lose money up front because they're going to come back for more if you have a great product if you're in the commodity space you need to focus a little bit more on profit up front but if you increase your organic Rank by being a little more aggressive that's going to increase your profitability and decrease your tacos overall too now I'm going to hand it over to Adam Adam is my co-founder in the agency with me if you've ever been on a sales call with our agency you've probably talked to Adam as well or if you've ever been to do a networking event or conference with us you probably talk to him he's going to show you how to calculate your maximum cost per acquisition he's going to show you how to calculate your break even aost and he's going to show you that spreadsheet that I just talked about hey thanks a lot Travis so what we're going to do is we're going to look at our maximum cost for acquisition so a couple of things that you need to calculate your maximum cost for acquisition is first you want to look at it an as by as basis each one has a different cost of goods a lot of different ones uh a different price so here we got our as we're going to be getting to our Target AC cost once we look at our break even a cost and depending on the niche and the product how aggressive we want to be so their Title Here is uh Test's kitchen right here we're going to hop over we're going to grab our as right here and we're going to go to inventory manage inventory that's going to bring us over to this screen right here we got our as pulled up and the first thing is how much are we selling it for uh1 1997 so so here1 19997 okay and the nice thing is that Amazon Seller Central now has your fees for you right here at 832 for fulfillment other fees as well our CS uh we know that as well uh our internal cost for this product is $4 so with that our maximum cost for acquisition is $765 we're going to get to 38% which is right here Max CPA over your sales price which can get us to 38% now for this product it's it's a it's a purchase once so we want to just go for break even so which is 38% this product is just a it's just a kitchen apron for kids to have fun so right there we're going to go to 38 so to recap here always make sure you bring in your asent label it always stay consistent stay organized uh with your reporting uh get your price your Amazon fees always keep an eye on your cogs cogs go up cogs go down down uh depending on where you're at with your business that's going to get us to our Max cost for acquisition uh break even a cost there so go ahead and use this with your advertising and uh Happy selling so your action items for this video is to go calculate your maximum cost per acquisition we're actually going to be using that later on anyway so do that for each of your products then calculate your break even EOS because then we're going to use that to determine your target EOS and then figure out how you want to Target or how you want your target EOS to be are you in consumables do you want to go 10% above are in Commodities do you want to go 10% below or do you want to go right after break even AOS but the key thing to remember is the key metric is tacos not AOS look at your overall account AOS measure that don't look at individual account AO or individual campaign oses because a high converting keyword may drive up organic ranking even if it's at 150% AOS so monitor tacos not AOS and we'll go into monitoring PPC campaigns in a later lesson but just know that tacos is what we want to focus on not AOS so if you haven't signed up for for our free Amazon PPC Master Class make sure you do that at profitable pineapple. comom profitable pineapple. comom sign up for the free masterclass this is just chapter four and so chapter four of that Master Class we still have a couple chapters to go so I look forward to seeing you in the next video so I hope chapter 4 was a good way for you to reframe your mind on thinking about AOS versus tacos most people go after that that low AOS and that is completely the wrong way to think about it you need to focus on your tacos and on your profitability and so now we're going to get into the nitty-gritty the first four sorry my watch is going nuts so the first four chapters were all about the foundation getting your mind right with strategy focusing on high converting keywords Search terms focusing on making your listing optimized and focusing on making your listing higher converting number three I don't know why my watch is going so crazy but number three is never running out of stock to focus on sales velocity chapter four was focusing on your advertising cost of sale or not focusing on that and focusing more on tacos to increase your profitability now we're going to jump into the scale series chapter five is going to be all about effective strategies to scale your Amazon PPC campaigns and that's where search term reports are so important now this is a little bit longer of a video but this is probably the most important video when it comes to scaling your Amazon PPC we're going to find Search terms that work and we're going to scale them so let's jump over to chapter five we're going to be going over five effective strategies that are gamechanging to your Amazon PPC to help you scale now here's the deal I'm going to be going over five different strategies but then I'm going to show you how to mine a search term report and I'm actually going to bring in Melissa to help me out with that but what we do is we pull a search term report from your Amazon campaign manager we organize it and then we look at the keywords and the Search terms in and the Asin that are in there that are going to help us scale this is one of the single most important things that you can do in your business this is something that we do whenever we onboard a new client and then we also do it periodically usually once a month or once every two months or once every 3 months to just help scale our Amazon PVC faster now we have software that does help us do this but we still do it manually because it is that effective for you to really get to know the products that you're selling and what Amazon deems you relevant for so what's gamechanging strategy number one I've talked about it many many times many times in this whole series and it's focusing on tacos not AOS tacos should be your primary driver for everything tacos is your total advertising cost of sale it's your ad spend compared to your total sales whereas an advertising cost of sale is advertising spend and advertising sales and so there's a big difference between the two sellers that are rookies and they don't have a lot of experience focus on AOS and the reason is they get their aost going higher they freak out and they turn it off the problem with that strategy is even though that AOS may be climbing for one campaign or one keyword or one search term or one as it might be bringing down your tacos and if you bring down your tacos you increase your profitability regardless of what your AOS is so you shouldn't make big decisions based on AOS especially of individual campaigns now with that being said strategy number two is you need to focus on your AOS of your entire account not individual campaigns we have a client that's working with us and their AOS is about a 35% now their target is a 65% and so we're going to increase the aggressiveness of their ads because we're going to increase their organic rank as a result but as that aost goes up what's probably going to happen we haven't done finished it yet is the organic rank is going to go up for primary keywords that they should be ranking for so don't look at individual campaign AOS look at the account wide AOS another example is in I love for the word sty treatment we had an eyelid wipe and it ranked for the word sty treatment now sty treatment run in an exact match campaign single keyword ad group in a exact match campaign ran at 150% AOS but we got four sales a day from it imagine what that did for our organic rank because we converted over 30% we had a high AOS of about 150% but we got four sales a day on so it increased the ranking not just for sty treatment but for every word in that keyword Silo the word sty sty treatment something for sty whatever it is that whole keyword Silo was ranked higher we were organically ranked higher as a result of that one campaign running at 150% EOS but our entire campaign or our high entire campaign manager our entire account still was at a great AOS level even though that one campaign was high so look at your account wide AOS perspective now the third thing you need to do is you need to look at your budgets you need to start small when you start making your single keyword ad campaigns around that single search term start with small budgets like $10 to $15 a day make small bets and then when you start to see a campaign taking off gaining sales velocity within AOS targets but most importantly sales velocity with high conversion rate then go all in raise the budgets slowly raise the bids and don't be afraid to do that because when you do that it's going to significantly increase your organic rank therefore decreasing your tacos so start with small budgets a lot of different campaigns with small budgets and then go all in the fourth thing is we want to expand the keyword list that we're going after I've talked a lot about it how we go after single keyword ad campaigns single keyword ad campaigns are single Search terms we go after one search term one product in a campaign we'll do exact match and we'll do broad match how we find these keywords is mining a search term report that's what we're going to be showing you later in this video when I turn around and share my screen actually I'm going to bring in Melissa and she's going to be sharing her screen and showing you guys how to mine your search term report now what we do with this search term is anything that gets three or more sales in that search term report will make a single keyword ad campaign for that search term so three or more sales with a high conversion rate will make a single keyword ad campaign exact match for that search term anything with 10 sales or more will make a single keyword ad campaign that's broad match and again this will make more sense when we get into it when Melissa starts sharing her screen and then finally the fifth effective strategy for Amazon PPC is to focus on sponsored products sponsored brands are expensive and they cost a lot of money sponsored display is there but it doesn't do much to push the needle for organic rank the 8020 of Amazon advertising is sponsored products and if you just focused on sponsored products you will scale faster you will profit more and you'll decrease your costs and you'll increase your organic rank in sales so ignore everything else ignore it all seriously I'm I'm dead serious we do this with all our clients and it shoots up their Prof it shoots up their sales it does a tremendous amount so focus on sponsored products only all right now I'm going to hand it over to Melissa and she's going to show you exactly how we mine a search term report hey guys let's go over how to download a search term report or Str Str uh we're going to start here in Seller Central homepage going to come over to the menu advertising and campaign manager okay then from your campaign manager uh you're already on your homepage here we're going to come down to measurements and Reporting we're going to go to sponsored ads reports okay and you can see that we always download these you know throughout the year throughout the month it's something that we check on quite often we do have them set on a scheduled monthly so this is something that you probably want to set up to just uh download on the first of the month for the last 30 days so we're going to go to create report sponsored products and you can do sponsored brand sponsored display for different reports but we're specifically looking at sponsored products today we're going to go to search term not any of the other ones here and we're going to go to summary and then generally we like to pull last 60 days you can pull last 30 um you won't get a lot of information for last seven last week or anything like that um but what I always do is go back as far as it allows me to go within the date range select the first date that it allows and then go to today's date you can name these whatever you want to I personally um St uh it's actually spst for sponsored product search term report and then I like to put the date of these in here just so that I can see it right away when I'm looking at the list of reports that I can download and we're going to go to run report okay and you can see that this is processing it's already running but you'll find the dates here for report period we'll give that a few minutes but um if we do this like report settings you can look at all of the details that we had just put in there to get this downloaded and it's been completed now so we'll download this search term report now you're going to want to pull this into a uh Google Sheets uh Google workbook and we're going to file import we're going to upload however you pull your uploads in and I was go to insert a new sheet and formatting wise I'm just a fan of keeping everything really consistent aerial 10 bold and freeze the headers so now that you have all of these in here everything looks really consistent the next thing that I like to do just for Simplicity is switch the headers to something shorter so that I know what I'm looking at without having too much space click through rate changes to CTR cost per click changes to CPC 7day total sales just changes to total sales total advertising cost of sales is going to go to a cost and then total return on Advertising spend is going to go to Raz I also like to do the 7-Day total orders to just total orders and the 7day total units to Total units and then the 7-Day conversion rate I like CR and the percent sign I'm not going to change the rest of these because I'm actually not going to use the advertised SKS versus other SKS for anything at this point um but what I am going to do is format The Columns for the correct number types we don't need this many decimal points for CTR AC cost so we're going to change these first get the the percentages correct in here AC cost conversion rate just hit that I like to do the CPC total sales all my currency so those are correct and then what I like to do is just make sure that all of the columns are the same here and I'm going to do this one see if it'll do this there we go resize the selected columns I like 100 and then I just go through that and make sure that I click all of them so that they're all consistent all right and then with this 7-Day advertise skewes all this stuff I'm just going to delete this for right now um I don't need it for anything but I do need these additional columns uh for future steps within our process customer search term here I'm going to make this just a little bit smaller and then I actually don't need start or end date I don't need portfolio name so I'm going to take all of this out and I don't need currency either so then we have a nice clean sheet ready to go going to hide this one that I was playing with earlier all right and then I like to just change the name to spst and 60-day okay now the other piece of information that you need from stuff that we've worked on before is you need your cost per acquisition and your a cost so we've done this already in a previous chapter and you can just uh copy this right in from there so the as that we're working with today is the child as in column A I have my target a cost of 38% um title is just the title that we've given it as the product I've got our sales price I've got our Amazon fees my cogs the maximum CPA and the break even a cost so I've got everything on set here and this is what I'm going to use when I go into figuring out what my bid is for each of these keywords that I'm going keywords and asens that I'm going to pull out of there um so let's go back to the sponsored product search term report 60-day and the first thing I want to do is filter this for this as so because I have these wonderful Clean Campaign names from cortile I can very easily just filter this out for everything that I'm personally looking for in this process so I'm going to create a filter I'm going to clear everything out of it and then I'm going to select everything with this as in it and hit okay now the thing that you're going to do with mining search term report or Search terms from here and as targets from here is you're going to do this by order so what we're looking for is three plus orders and then we're going to take all of those Search terms and pull them into a separate worksheet so that we can look at them separately we'll do that with the asens as well we're also going to put those in a different worksheet so that we can look at those separately but that's the next thing that we're going to do here is pulling all those with orders out the reason that we don't pull anything with one or two orders is it's just not enough data to make a for sure decision if we should launch those as its own campaign we're not really sure how it performs on that yet it could have been just kind of a fluke sale within there um so we really like to go after those that have multiple orders within them so with this already being filtered the way that I want that to be I'm going to come over to orders and I'm going to unclick zero one and two that's going to filter everything down for me to just be here at total orders and I'm going to take all of this information here and what I'm going to do is I don't need the targeting I only need the customer search term and all of the data that's going with it here with total orders so I'm going to select all of this and go over so I have these and I'm going to copy I'm going to add a sheet I'm going to call this Search terms I've pulled the headers over as well so I'm going to go ahead and freeze this all right so the thing that I want to get out of this though is the asens and the easiest way for me to do the as as is to sort the range by column A because it'll put all of your as that you're pulling out of there together so I am going to grab this header I'm going to add another sheet I'm going to call this product targeting I'm going to put this here from here I'm going to take these asens I'm going to cut them out of this sheet throw them in here and then freeze so I have everything for asens that's sold on this and then I have everything for Search terms that's sold on this so the next thing that you're going to do is sort this by orders high to low so data Advanced it's got a it's got a header row total orders high to low and then with product targeting you can do the same thing data sort range there's the header orders high to low perfect so you've got your Search terms and your product targeting minded out of there so the next thing that we're going to do is decide what we're going to launch as exact and what we're going to launch as broad now within profitable pineapple our keys are for an exact match it's three orders for a broad match it's 10 orders that broad match can pull in a lot of different things so you want to make sure that you have it um something that really has good data with it and it's gotten good sales it's not something that you want to um do with something with a little bit less metrics especially if you've looked over 60 days three orders over 60 days is okay to launch an exact match but for a broad match we'd want a little bit more data to go with that so within here what I'm going to do is look at where that cut off is so here's my three orders and then here's above 10 so I know that everything within here is going to go in as an exact but I know that just these top ones right here those are going to go in as exact and Broad so that's a little bit different than just putting them in as exact but you will have some in here like these top four that are going to go in as both which is great um we're seeing some really good conversion rates here so that's something to pay attention to um right here is the only really low one that we're seeing with kids apron and chef hat but for this product we know that it's really relevant so it's still something that we are going to uh launch as an exact match so let's go ahead and look at product targeting as well again with this one we're going to launch all of these as sponsored product product targeting um this isn't necessarily uh exact match or broad Max we're just going to put them in there for product targeting all right so when I come over here I'm going to insert a column to the right and I actually like to do two of these so exact and Broad resize these okay so I'm going to put an X X on these and then an x on all of these when you have a much longer list that X makes it easier to filter out when you're just looking for broad you can filter this to just those um this one's really easy because you can just pull them straight from there these are just going to get launched as sponsored product um product targeting so that's what works for these now the next piece of this is to figure out what your cost per click is going to be for these exact Broad and product targeting ads so let's go ahead and do the formulas that we had done previously um in a different chapter so we had done the we' done the cost or I'm sorry clicks to orders Max CPA and then the max CPC because you want to set these at Max CPC based on the data that you have um because that's what we're going to go for to try to get the most velocity and traffic that we can with these so let's start with Search terms we're going to go clicks to orders and then Max CPA and Max CPC here we go and I'm going to go ahead and pull this over to the product targeting as as well even though this isn't necessarily um we're not going to change this for broader exact for this but we do want to look at this um on a clicks per orders basis and what the max CPA is right and so clicks for order is pretty simple it is legitimately just clicks over orders and your max CPA is going to come from your CPA a cost sheet so max CPA is right here it's 765 I'm going to pull that over here and then so your Mac CPC is your max CPA divide dived by your clicks per orders so we're going to go equals Max CPA divided by your clicks over your orders and I'm going to down this just a little bit there we go okay and then I'm going to take this and I'm just going to oh I'm going to take this I'm just going to drag this down there we go so just make sure that when you're dragging that this CPA doesn't start uh doing consecutive numbers like it would do 766 767 just make sure it go it doesn't go that way with it um but you can see you've got your Mac CPC for each of these along with your clicks per orders and then uh your max CPA is consistent throughout so I'm just going to go ahead and copy these right over to the product targeting so I know what I can launch these at as well which is super helpful so from here you can see again Mac CPC so we know what we're going to set those bids at we've got our clicks per order the Mac CPA is the same because it's the same product which is great all right so when we go into launch these single keyword campaigns um we're going to do exactly broad like I said and then the single as campaigns as well so let's go ahead and build out what that looks like so in this sheet um we're going to call this our campaign build and we're going to say match type or we could do campaign type either or and as skew budget keyword or PT which would be that as and then I always pull my bid in here too so I know what that is okay so let's go ahead and let's pull in our broads first so to show you how that Filter Works you just set your filter here and I'm going to do this and just take the blanks out so I know that each of these is going to go in as a broad I'm going to copy these over into the campaign build I'm going to go back to search terms I'm going to grab my Max CPC and for this I did make that mistake you do have to paste values only because you have it in there as a formula and then the match type for this is Broad and then my as for this one is the only one that we're working with I'm not going to add our skew to this because if you're not uploading it into cortile right away you're not going to need the skew to do that you just need this to create the basics of the campaign name so I'm not going to add the skew but this is where you would put that skew okay and then as far as budget goes I really like to look at budget from maybe a different standpoint than most when I'm looking at this some people get to be really conservative with their budget when they're launching single keyword keyword campaigns I like to go a little bit more aggressive so that I know what kind of velocity it can get right off the bat some of them laun at five I really never suggest doing that because it doesn't give you enough clicks right away to determine whether this is going to work or not so I'm a big fan of 15 um even 10 is pretty good but if it's something that has a lot of orders you can definitely give it a lot more budget so one thing to do when making that consideration here is if you go back and you're going to pull the total orders from these into the campaign build you could say total orders um this is quite a bit like this is a lot so what I would do with this is I'm actually probably going to set this one I'd say at 40 or 50 to start with anything over 20 and then as it gets down there I'll set this at 30 um and just really see what this campaign can do so I've got my broads in there I'm going to go ahead and come back into this and I'm going to grab all of my exacts and I know that everything that's in here is going in as an exact so I can pull all of these keywords into the campaign build copy them right there with product targeting product targeting is op uh if you wanted to do pt that would be totally fine too um but if you're going into cortile again that um that match code is op so you can keep those separated uh with this one this one does really really well I'm going to give it a high budget this one I'm actually going to give 50 this one I'll knock down a little bit to 40 15 and 15 okay so now if you're going into cortile and you've got your SKS filled out all you have to do is select the drop down correctly and then upload these to cortile but the piece of this that you're kind of missing is you want to make sure that you're grouping together similar bids so you're not creating more work for yourself um one thing that I like to do with this is sort them here I will move this I'm G to add one in between I like to group them together okay so when we're looking at this you want to group those together just so that you're not making more work for yourself because when you're adding them into cortile you're going to have the same bid for the group of campaigns that you're adding them in there for um you can do this also if you're using like a bulk upload for it's super easy and makes everything just a little bit more simplistic um without really blowing your budget so what I like to do is I like to round up to the nearest 2/10 so that it's not one tenth and it makes a ton of bids but I like to do two10 so when figuring this bid the formula that I'm going to use is rounding it up to the next two10 um I'm going to go ahead and I'm going to add a column I call this the rounded bid and then from here the formula that I'm going to use is equals round round there we go insert your your parentheses will come up and then you want to pick your bid and you want to multiply by four enter your parentheses divide by four and then hit enter and this will autofill to the rest of these and what you want to do is move this down all the way and then move this down all the way um so you can see that it has rounded to the nearest uh I'm sorry 0.25 um that gives you just four variations within that dollar that can um that you'll be able to do with that so it's not as much uh work going back and forth between spreadsheets to copy paste them in so from here I'm going to sort this each of these sections because they're going to go in as different match types and it doesn't have a header row but I want to sort it by G I'm going to go high to low and for this one data sort range by g hi to low and same with this one data sort range by G High hello okay so you can start to see where they get grouped together so you've got 2450s there's some 375s 275 250 225 there's where you start getting a little bit more of that so they're starting out a lot closer than those individual ones which could be very frustrating and timeconsuming trying to put them into cortile individually so that's just one little trick that I like to do to kind of group that and make these uploads a bit more efficient so the next thing that you'll do is you'll build these out manually or you'll upload them into cortile which is uh super easy and awesome um it's literally just a copy paste when you'd have this skew here what I would do is I would just take these put in the 450 and go from there and with cortile I will go ahead and pull this up and kind of show you what we would do with that so coming back over here I have create campaigns so with this one because these are grouped together right here I'm just going to create a test skew just so we have something to put in there all I'm going to do to create an match campaign with a 450 bid is I'm going to select create exact I'm going to put in 450 I'm going to select the as the skew the budget and then the Target and I'm just going to copy these and then once I get back to cortile I'm just going to hit paste and it's all in there and then you'd hit create now it'll create those campaigns for you you can check the status at another time once they're created um I'm not going to create these because we've just got a test skew in there um but that's essentially how you build in cortile and then just make sure that this is that 450 that you want before you hit create and then you just start going by those groups of where you have the same bids for those um it's important not to group too many of them together you don't want to round up to a whole dollar or even 50 cents because that's a lot of difference between bids 25 cents is okay even 210 is even a little bit better um but this is essentially how you would do that so next topic that we're going to cover now that we have all of this built out is we've gone over the launching of the single keyword campaigns and the single as campaigns now we're going to talk about building out Auto campaigns for the top 20% of your asens now the biggest thing about this is you want to focus on your top 20% of asens for this one specifically this product covers the 20% of our catalog like the top 20% of that brings in 80% of our sales this is the only as that I'm going to launch an auto campaign for that's all I want to do with this one I don't want to launch it on absolutely everything we're not doing anything super big we just want want it to mine out and build some um pull some data bring some new keywords in maybe some asent targeting and see where the Amazon algorithm thinks that were relevant because that's how that's what's going to tell us what the algorithm thinks of our product the way to build those out within cortile is you'll pull the child as from here um and you can do this here within the campaign build as well it's pretty easy I'll go ahead and Mark this off with yellow and auto so this is called an ATM campaign you'll go ahead and put the as back in here we've got that test skew and then whatever you want to put for your budget I usually do a $15 budget to start with but this is as simple as it is to build out that in cortile so I'm going to grab these three I'm going to come over here I'm going to create an automatic campaign for this one I generally like kind of a lower bid um but what I do like to do is if you go back to this CPA a cost because it's an auto campaign you really don't know how it's going to perform I would do auto bid and then I'm going to take the maximum CPA and I'm either going to divide that by 10 or 15 so that tells me like 10 clicks or 15 clicks to in order and even if I take this and I do equals the CPA divided by 15 I'm going to have a bid somewhere in between 51 cents and 77 cents 77 cents if I'm feeling like it needs to be a bit more aggressive 51 cents if I'm just trying to gather some data at a slow rate because I already have a lot going on within the search term report that I have so we can put 51 cents in there for now do 051 and then I'm just going to paste in the product which is the Asin the skew and then the budget and then you hit create and that'll create your auto campaign for you so so far we've mined our search term report we have figured out what our Max CPC is for each of those keywords we also covered strategy for launching an auto campaign and figuring out what the bid for that should be what you're going to want to do next is create your negative phrase and negative exact keyword list you're going to want to get th this uploaded into your Broad and auto campaigns as soon as possible so it's good to instead of launching those right away get this done as well um but this is kind of a separate topic a little bit reverse engineering what we had just done looking for the opposite so we're not looking for really great stuff we're looking for stuff that isn't working um so let's go ahead and go through that with the same search term report that you guys already have pulled we're going to go back to the original raw data here um so the spst 60-day I'm going to go ahead from here and take off our our filters select all and I'm going to go in and clear everything but zero orders this is going to be quite an extensive list so what we're going to want to look for in here is anything that doesn't make sense or is irrelevant to your product and what you're doing with this now keep in mind with this I still have the uh filter on for the one as that we're going after so what I'm going to do is start pulling this data into a separate sheet so it's a little bit easier to work with very similar to what we had just done um but I want to clean this up so it's not as many Search terms to go through because there's a good chance that there's some duplicates in here so I am going to go ahead and create another sheet for negatives negatives negatives Mega negatives negatives there and I'm going to pull Search terms all the way down okay I'm going to pull over because I want to bring this data with me copy all of that into my negativ sheet freeze that top row and make this one a little bit bigger so I can see everything going on in here and then from here I want to um what I want to do is I want to sort by clicks high to low I want to see what's coming in as far as these clicks go and I want to keep the ones that have the highest number of clicks now the opposite thing you can do with this is a pivot table to determine how many clicks things are getting and that might be a better option um but for now if you don't want to mess with a pivot pivot table and going through through all of that this is probably best so I'm actually going to create two of these so I can go through them separately with you um and I'll duplicate this just for negatives for pivot [Music] table okay so doing this manually first this is the best way to do this is select the entire sheet data sort range it has a header row I want to search by click or sort by clicks hi to low so it's going to if I have a duplicate it's going to keep the highest number of clicks that's in there and then I'm going to select the entire sheet again and I'm going to clean up this data by removing the duplicates the data does have a header row I'm not going to select all though I only want to select the same customer Search terms so that's the only thing I want to pull out of there if you leave everything clicked on here it probably won't remove anything because the idea that the keyword would have the same Impressions clicks CTR CPC all of that is pretty low um so I just want to remove the same customer search term so remove duplicates there hit okay and then I'm going to add in another column to the right and I'm going to put negative phrase and I'm going to add another column here to the right and I'm going to do negative exact now negative phrase is going to be a single keyword negative phrase is one keyword it's one keyword that is completely irrelevant you don't want it in there at all the negative exact is the whole phrase if the whole phrase doesn't work or it has really really poor performance um another piece of this here as we go through for negative phrase or negative exact is you can do negative asent targeting as well that's a little bit more specific I generally don't suggest that unless it's spending a lot of money so not something that I always suggest doing and you want to look at it first to see if it's even relevant um so we can come to that we can come back to that at the end to get those out of there we have done this before um you would take all of this that's left do data sort range column A A to Z these numbers here are books so we can take these we'll just go throw these at the bottom of all of these it's a lot to go through guys look at that even after we remove duplicates 529 move those to the bottom and then I'm going to go find my BOS which is all of that product targeting and I'm going to cut that put this down at the bottom as well and we'll come back to those later so to get this resorted we'll select everything that's the keywords data short range I like to do it because I know that I'm going to go through this whole list I like an alphabetical some people like to go by clicks um it really just depends on what your preference is oh I didn't select the header there we go data sort range as a header there we go because I'll probably start seeing some similar stuff here so as you go through this you're going to just look for anything that isn't relevant to your product and start taking that out of there so 8-year-old chef hat and apron makes sense for this product adjustable make sense um this is a competitor name you could even add in if you wanted to get really complicated with this or really detailed with this um you could add in competitor and add those in there apron to me apron is too is too broad because it could be any kind of apron so I'm actually going to put apron in as a negative exact because if it's a negative phrase it's going to negative out all of these other really good keywords that I have but as a negative exact if you just search apron you're not going to find our ads there which is great apron and chef hat I would want to take a look at this and see maybe for one click I'm not super worried about it so I'm going to leave that in there costume with kid looks good for girl looks good kids these all look really great apron costume okay so this one apron daddy chef hat so this is not what we're looking for so Daddy is actually what I'm going to negative from this because that implies that it's for an adult these look good as well with pockets apron White for cooking um again if you ever have a question about any of these go look and see what's actually coming up on Amazon you know just do an actual search and then just determine from there does my product make sense being here do I want to spend money to be in this spot apron for boys when you're getting into colors I always say when you're getting into colors don't negative them but make sure that they are ones that are actually being um advertised within there there's some more competitors we can pull these over a r y a a couple of them there this is for kids it's not really for baby I would probably put baby here because this is more for older kids toddlers um baby would imply like a newborn Baker costume makes sense boy Chef this is pretty cleaned up already there's not a lot of things going on in here that I would take out but we just kind of go through this whole list and see if there's anything that sticks out at us yeah tween even tween might work youth uh overnight one day this is from Amazon but I wouldn't um I wouldn't negative it I would leave that there it's probably yep only got one click so not anything too crazy um Ratatouille would imply that it's probably going to be part of a costume I would leave this because in the movie Ratatouille the chef wears plain white and this is what we have uh that's what we're offering all right XXL kind of looking through these again there's Ratatouille again kids costume dress up these are really good there's that delivery tomorrow the Middle School still works okay Chef's hat and apron with bunny we don't have a bunny for ours so let's go ahead and add bunny in there a lot of these look really good child's apron child's baking apron um you'll go through these a little bit slower um but this is just kind of the idea of what you are trying to get towards uh this one cooking wear so this is one that I would probably go take a look at is it adult cooking wear where it's focused is it kids cooking wear what does that look like moving down a little bit Yeah the girls one's okay okay yeah here's where we start getting some more competitors infant is not one that we sell we don't have that size we actually don't have oven mitts with ours either so I'm going to add Ms in there yeah a lot of these other ones look pretty good just moving down the list made in the USA girls 14 Flamingo here's one that I don't want CU ours is not doesn't have a flamingo on it ours also does not have a coat it is just an apron so I will put coat here as well um this is a decent kind of start for it you'd still go down the entire list if you start pulling like thousands and thousands of keywords the easiest way to get that brought down is to eliminate everything with one click so if you only have one click over that 60 days you probably aren't going to get a ton of traffic on it it might have been a one-off if you want to get everything super clean you can go through those one clicks but if it gets to be too much the idea is that anything with a few clicks I would even say like three to five or more is starting to gain some traction if you don't want it in there that's the ones that you want to really focus on so that's where you'd go with those so what I do with this then is I would take oh and I've actually been putting these in here wrong look at me I'm going to pull this to say these right here and add a final negative list okay uh negative exact for apron made sense that baby made sense there but there's some ones down here I got to move over because these should have been phrases and Flamingo and coat I think that was the last one we pulled all right so from here I'm going to just sort these columns so I have them ready to go I hate that it does that it doesn't have my header sticking there we go sort this one with the header okay and then you can also go through here and remove the duplicate so I do have duplicates here so I'd select this I know that I don't have any over here or in the negative exact so I would select this one and do that data cleanup remove duplicates there we go it'll take us down to just that list so now that you have these this is what you're going to upload into your Broad and your auto campaign so everything that you're getting ready to launch within the last video video you're going to want to put this in there too so if you're building those out manually make sure you have this list ready you already know that this just goes in right when you're doing the campaign build if you're doing this with cortile after you upload the campaigns you can either upload these by bulk file or you can upload them manually within those BR campaigns just really depends on how many campaigns you're launching the list that we had previously really wasn't a ton you could probably do this manually quicker than you could build it out in a bulk file but if you're doing you know 20 30 50 of them then you're going to want to get those bulk file skills sharpened so that you can save some time and efficiency um so that is what you're going to do as far as negative phrase negative exact you can add competitors in there too if you want to see how you perform with those completely up to you um but then if we're looking at the spst here oh going back to negatives let's go find those as negatives all right so what I'm going to do is I'm actually going to hide all of this so that I can deal with just the bottom and still have my fancy headers up here so from this list right here what I want to do is sort by clicks high to low because I don't want to run all of these asens I don't want to make decisions on all of them I only want to make decisions on the ones that are really showing um multiple clicks so data sort range I'm going to do column F there we go okay so I'm going to have my cuto off B at five I'm not super concerned about these if I wanted to go through each of them I certainly could the ones with one I'm really not going to worry about um but I'm actually just going to take this and I'm going to pull them so amazon.com if you do amazon.com DP back you can think that as detail page and then put the AC in it will pull up what this product is so for this one this is a 10piece kids chef hat apron set so if I'm looking at this and then I'm going to compare it to what we're actually advertising on which I'll go ahead and pull that as well get that as in from our campaign build we have an apron set that's just a single apron set so it's not five of them it's just this one um comes with one hat one apron it is not a 10piece set like this I don't want to put us on that number one because they're showing bright colors number two because it's not the same quantity they're also cheaper price so you're getting more with this one than you are with ours um we have higher quality of course and ours looks a lot nicer but this is not somewhere where we want to be so with this one this is one that I would say that we definitely want to negative out so we'll go back to our negative list and then if you wanted to add another one here you do insert column to the right put this over here as negative and I'm just going to mark this first one so the next one has 11 I'm going come back here just going to paste this in so this one is almost identical to ours but it's quite a bit cheaper now this one does generally sell quite a bit cheaper so this is probably one that we don't want to be on either they have 1,239 ratings compared to our 30 ratings they have more ratings we do have a better star rating than they do but they have a lot more than us they're also cheaper I don't want to be here either I don't want to be more expensive with less ratings and try to compete with this so I'm actually going to add this as a negative as well and let's go through this one for seven clicks this one looks very similar to ours let's just price check this with the size if we look at the medium white they're $12.99 they also have 3,000 ratings this is kind of the same thing here I don't want to be on this because we're more expensive and we have less ratings go ahead and exit out there and we'll do this one last just to give you guys kind of a comparison of these so this does offer a white one this is advertising on the green it's $11.99 again with that 3,000 ratings don't want to be here either all right so for this one this is the asens that you're going to add into your as negatives with your auto campaign you can add these into your broad as well it would be helpful to clean up if they're pulling anything from product targeting so broads and Autos Autos more important than broads but definitely get this in your auto campaign so that you're not pulling up on there um you can see that first one's already spent $18 which is the equivalent of what ours costs so that's how a good way to save yourself some money right off the bat when you already know that things are not going to convert um so go ahead and get those negatives in there for some clean targeting um and save yourself a little bit of money wow thanks Melissa that was a lot and I'm sure you're feeling overwhelmed now as a result of watching that now what I recommend you doing is you going back to watching her and have that video playing while you're doing it on the other side of your screen and slow it down in YouTube you can slow down the videos to be 0.5x and go through it at that 0.5x speed for your account exactly this is the single biggest thing that you can do to scale your Amazon ads to profit more with Amazon ads and to profit more with your Amazon business this is going to save you a significant amount of money while also bringing you in a lot more money so take action on this download that search term report find the words that you can scale move them into a single keyword ad campaign exact match only move the ones that are really high 10 or more sales into a single keyword broad match campaign and then do the same thing for your asens that you're targeting as well if you found this video helpful I'd love it if you shared with another fellow Amazon seller because this helps tremendously with your Amazon business so share it with somebody else that you think might benefit from it now again this was chapter five I'll see you in the next video in chapter six and if you haven't signed up for our free Amazon PPC Master Class make sure you do that at profitable pineapple. all all right so that was the biggest video that was our scale video so we've gone over our foundation series where we talked all about conversion rate picking High converting Search terms picking making sure your listing is optimized making sure you never run out of stock and then knowing what aost to focus on and if you need to focus on AOS or tacos then we jumped into the scale portion and so finding Search terms that you're already ranking for that you're already making ad sales for and then isolating those into single keyword ad campaign for exact match and Broad match in order to scale them a question came in during that video which is a great question by Todd Todd asks let me see if I can pull it up is it really necessary to add negative keywords to exact match campaigns and the answer is absolutely not because an exact match campaign is only going after that exact search term and so don't worry about adding negatives to that negatives are for Discovery campaigns which are broad autos and phrases and that's what we're going to be jumping into in chapter six which is going over the different campaign types the reason I go over this after we do the scale is because you need to understand what the different campaign types do in order to scale your Amazon PPC and I believe that this is kind of one of the most foundational chapters of this whole thing it's probably one of the best chapters of this whole thing I love this chapter just because it really helps clarify you you'll get a lot of ahas during chapter six so let's jump into chapter six which is understanding the different Amazon people PC campaign types and when to use each and again if you have any questions please put them down in the comments below be happy to answer them need to understand the different types of PPC campaign types the difference between exact Broad Auto phrase product targeting and all of that because if you don't understand the nuances of each campaign then there's no way you're going to scale and we're going to teach you those nuances in today's video now here's the thing we're going to focus most of this video around sponsored products sponsored brands in display are great if you have the budget and if you know what you're doing sponsor Brands is going to cost you a lot of money sponsored display I think is a big distraction aside from a couple things that we'll get over we'll go over later on but Focus the 8020 of Amazon PPC is focusing on sponsored products and that's what I'm going to go over is the differences between the campaigns because once you understand the differences between the campaigns you can scale incredibly fast so let's jump in to the differences so I'm going to ignore phrase match campaign and the reason I ignore phrase match campaigns is because it's a discovery campaign and that's what I want to get into first is Discovery campaigns the whole goal of Discovery campaigns is to find you new Search terms and to find you new asens so a discovery campaign are Auto campaigns broad campaigns and phrase match campaigns the reason those are Discovery campaigns is because Amazon is showing you to a lot of different Search terms and then those Search terms will either take off or they won't and then what we do is once those Search terms have been found to do well we then take them from a discovery campaign where we're trying to discover new Search terms and new asens and we Harvest them we take them out of those campaigns and then we take them over here and we put them into exact match campaigns to scale exact match campaigns are scaling campaigns and the reason they're scaling campaigns is because when you have a single keyword ad campaign for just that search term that has already proven safe we can bid higher we can be more aggressive with it with a higher budget because if we have a high conversion rate we can increase your organic rank which decreases your tacos increasing your profitability so look for high converting Search terms that have already made a lot of sales and when you find those High converting Search terms that have made a lot of sales we take them to a scale Campaign which is an exact match single keyword exact match campaign and then that campaign scales you and so what we're doing is we're constantly looking for new Search terms from our Broad and we're trying to take them out of the broad into the exact match campaigns single keyword exact match campaigns we're trying to discover new Search terms in our autos and take them out and put them into an exact match campaign now what autos also do auto campaigns is they also Harvest or they bring about asence so Auto campaigns will show you want all different types of product listings and that's as targeting and so when an as starts to take off we then like to grab that as in we like to then bring it over here to a product targeting ad a sponsored product product targeting ad to then scale that one because then we can customize in these scale campaigns the exact match and then also the product targeting ones we can customize the bid and the budget and the top of search placement all around that single search term all around that single Asin so we're trying to discover with Auto and Broad to then Harvest them out and put them into single keyword exact match campaigns and single keyword asent targeting campaigns now I hope that makes sense if that doesn't make sense to you let me know down in the comments and I'd love to go into it more but that is essentially how you scale you discover and then you scale and that's pretty much it now the reason we focus on single keyword ad campaigns is because I just said it we can focus the budget the bid adjustment everything around that single search term and so that's why we do single keyword ad campaigns one search term one product each campaign now which keywords do we select to harvest and then move to the scale campaigns we're going to go over this in another video but to briefly cover it here what we do is we look at search term report and we're going to show you how to mine a search term report in another video but we look at that search term report any search term that has gotten three or more sales in the last 30 days we're going to move over to an exact match campaign any search term that has gotten 10 or more sales we're going to move over to a single keyword broad match campaign that's going to help us discover more but you notice the different threshold three or more is an exact match campaign 10 or more is a broad match campaign and we're looking for high converting keywords High converting keywords what do we start our bid at we start our bid you can do it just based on what Amazon suggests you can actually calculate it and we're going to show you that in another video as well but if you have an exact match campaign don't be afraid to bid a little bit more on it because it's already shown that it has a high conversion rate and when it has a high conversion rate Amazon likes showing your product for high converting Search terms so what that's going to do is it's going to increase your organic rank so if your AOS is high for that exact match campaign that has a high conversion rate don't worry about it because what it's going to do is it's going to bring down your tacos and so I've gone over this over and over again in videos but you guys really need to grasp this concept where stop woring about aost especially of individual campaigns watch aost at an account-wide level because you may have some campaigns that run at a high acost but they have a high converting search term that sells a lot of sales velocity that's going to increase your organic rank which will then decrease your tacos increasing your profitability AOS is not a number a metric that you make big decisions on make decisions based on your tacos I'll give you a quick example of this we had we have eyelid wipes I've given this example in multiple videos you're going to hear it over and over again because of the importance of it for our eyelid Wipes we ranked really well for the word sty treatment and for sty treatment our individual exact match campaign for sty treatment was 150% AOS our account wide AOS was 60% which was right on Target we didn't do anything to that 150% AOS because it drove four sales a day at over a 30% conversion rate so what does Amazon do it shoots you up in the rankings for the word sty treatment but it also shoots you up in the rankings for every other keyword in that Silo the sty Silo there's probably hundreds of keywords that we're going to rank higher for because we're going after that that campaign at 150% acos because it's driving four sales a day at over a 30% conversion rate but our overall account AOS is good but it's bringing down our tacos and making us more profitable as a result I really need you guys to get that watch this video over and over again until you can grasp that all right now action items for this video set up and optimize your Discovery campaigns that's your auto campaigns that's your broad match campaigns action item number two we're then going to download our search term report and we're going to harvest we're going to look at anything any search term with three or more orders we're going to move that over to a single keyword exact match campaign to scale any asens that have three more orders we're going to move those over to product targeting campaigns and sponsored products any with 10 or more orders we're going to move those over to Broad match single keyword broad match campaigns to harvest more keywords to discover more keywords then action item number three is calculate your maximum cost per click which I'm actually going to show you another way to do that in the next video as well this video is more about strategy getting your mind right and seeing how this gets put into action so go to the previous video to watch the search ter report and then go to the next video to see how we calculate what your starting bid should be all right so I hope that made sense on getting your Amazon PPC campaigns kind of straight in your head I hope that you're starting to see what we use the different campaigns for and we had another great question come in from Todd so I do want to get that answered as soon as it comes up on the screen what do you think about advertising for higher volume keywords from the beginning at lower bid just to bring in new customers into the Brand This goes back to the foundation of our strategy sales velocity so if you're just going after like a low bid for those keywords to pull in one sale every 30 days at a low AOS that doesn't do anything but if you're going to go after a high volume keyword I'm okay with that that there's no problem with doing that as long as there's data back up as long as you know you're going to get a high conversion rate from that keyword if you know you're going to get a high conversion rate from it example that we've been giving in this eyelid wipes very high highly searched search term but it was very competitive but we had a huge convers version rate on it and so we wer we didn't mind going after it another keyword sty treatment I gave that example very highly searched gets 300,000 searches a month and it's very competitive but we converted over 30% for that word and so we would go and do 150% AOS for that word because it drove four sales a day at 150% AOS but it drove our tacos down and so the goal of every time you're picking a search room to go after is is it contribute to sales velocity and does it have a high conversion rate if it doesn't just don't worry about it because you're you're ignoring the 8020 and that's the whole purpose behind this philosophy so we've done the foundation we've done the scaling now you need to know how to optimize things moving forward and so how do you optimize your keyword bid how do you optimize your campaigns moving forward and that is what we're going to go into and I believe chapter seven is where we're at so let's jump in chapter seven now I know a lot of you guys got scared there when I just said the word bulk operations but believe me when I say it is the easiest way to adjust bids it adjusts bids very quickly and we do it in a very systematic way that it literally takes less than 10 minutes to do and you can adjust pretty much your whole campaign depending on how big campaign is of course your campaign manager and your Amazon PPC but I'm not the expert in this well I kind of am but I brought a better expert in to show you this so I'm going to actually hand it over to Melissa she's goingon to share her screen and walk you through this right now so bucal fls can be very scary the just the term of it is something that a lot of people are scared to use but once you master this you will see that using bulk uploads is super efficient for what you're trying to do if you're not already automating your bids we'll go through what you can do to uh use your CPA with what you're actually performing on in your conversions and how you can adjust your bids based on that to maintain profitability right okay so you're going to find yourself in campaign manager first the first thing that I'm going to show you guys how to do is actually find your bulk download um if you've not ever used bulk downloads before you might not even know where to look for them or how to download them format them and even use them so you'll start in campaign manager here you're going to go to your sponsored ads bulk operations is where you're going to find this so what I like to do is with this one you can go back 60 days but I really like to do 30 days for me 30 days is a lot more realistic 60 days can bring in some things that maybe uh happened you know two month or a month ago two months ago but 60 or 30 days really gives you that like now or in the now or in the present this is what I like to do with this one so that's a good date range for it so you're going to update your date range to 30 days within what to include things you're going to include for this we're just going to focus on sponsored products right now because this is the bread and butter of everything that you're doing this is where your focus should be so sponsored products data is the only one that you're going to pull in for this I'm not going to pull in anything with zero Impressions because I only want to look at uh the keywords that I have conversions on because that's how our calculations are going to work in terms of changing your bid um and maintaining that profitability with your uh cost per acquisition so don't select this one just the sponsored products data and for 30 days you're going to create spreadsheet for download file requested this like it says can't take up to 15 minutes if you have a lot of campaigns within your sponsored products this can take like 20 minutes almost like it it does take quite some time to that data in there it can be a very very large sheet so just be prepared for a big file if you you know archived things and all of that but if you chose campaign items with youro Impressions it probably won't be as big as one of those but if you did click that it is going to be a little bit larger so I've already gone ahead and done this I've already downloaded this is what will come up when it's ready you'll see the download link here go ahead and download that mine download into my browser so I can pull them from here they may download into a different file system for yours however your computer works for where you're putting those the next thing you're going to want to do is pull up a Google sheet so you're going to work within a workbook we're actually going to work within two today but the first one you're going to work in is just going to be completely blank and we're going to bring in that bulk download so we'll do file import and upload and then I'm going to bring this in right here insert a new sheet into this one that you're already working with if you create a different spreadsheet it kind of screws up what you're doing as far as just a file organization so I like to do insert a new sheet here first thing we're going to do for formatting is delete sheet one and we're going to delete the portfolios because we don't need those for this all right and then you got your sponsored products campaigns and I know like I said this can be very very overwhelming looking at this for the first time it is a ton of data in here but I'm going to show you the data that you need to use to just get these uploaded uh and update your bids and then we're going to go from there so let's get this formatted and paired down to exactly what you need to get that done I am a bold and freeze header for many many years it is just the way that I love to format these but we're going to start there just so that you know what headers you have already I think it's really important to just keep that there especially if it's a big file that you've not yet worked with the next piece that we're going to do here is we are going to just filter down to the keywords and the product targeting so add your filter at the top here under your entity what we're going to do is clear this and then we're going to select keyword and product targeting hit the okay on that one and then we're going to go over to here we're going to go to state we want to make sure that's just enabled we want to do campaign State take everything that paused out because we don't need to update those and if you're running multiple ad groups if you're not yet using cortile or using something that has the single keyword a and if you have other things running with in there just make sure that you double check this so that you're not um updating any uh anything with an ad group that's paused so you want that to be enabled as well all right so we've got it down to product targeting and keyword we've got everything down to the enabled and now what we're going to take out is the uh zero order because way the the way that the calculations work we can't update those if we don't have the data for in order there we'll go ahead and fix that one here we go and one more thing that you can do to pair this down even a little bit more we are not going to have to do this with this one specifically because uh this book download I already know is only for one product but if you have multiple products you're going to want to separate those out so you'll separate those out into different sheets and you'll work with each product individually the reason that that is is you have a different CPA for each of those products and you want to make sure that you're not working with the wrong product CPA to determine what you're going to bid and spend on a different product so what we're going to do with this then is I'm going to select everything that's filtered and I'm going to copy I'm going to add another sheet and paste that there again big bold and freeze header person but then within this we have all of the data that we need to update bids for this specific one so at the end of this sheet we're going to add three columns so the three calculations that we are going to show you today is clicks to orders Max CPA and Max CPC Max CPA is a Formula that you've already figured but I am going to import that data in here because we have it and you need it so one of the things that I like to do within working within the one workbook is add in a another sheet for Max CPA and I'm actually going to pull this uh from something that you guys had already figured so you have your max CPA and your break even AC cost you're going to reference chapter four where you figured your Mac CPA according to your break even a cost so what I like to do is just take this sheet uh from what we had figured previously and then add it into the workbook that I'm currently working in just so that I have it readily available this is super helpful as well if you are working with multiple products so if you have let's say four star products that are bringing in 80% of your Revenue you're going to have four different sheets of your campaigns you're going to have a different Mac CPA for each of those because you'll have different profitability for those so this is what we're working with here the Mac CPA for this product specifically is $765 so I'm going to go back to my new sheet and within my three columns here I'm going to add my headers for clicks to orders I'm going to add Max GPA and I'm going to add Max CPC I'm going to pull this Max CPA and put this back here in the one the keywords that I'm working with and I'm just going to drag that down because I know that this one applies to everything within this specific uh sheet because it's all for the same C so figuring your clicks to orders it is as literal as it says you are just going to divide or clicks by orders so we just add the formula here for equals clicks divided by orders and hit enter you can do the autofill for that which makes it super easy and then to figure your Mac CPC which is your Mac cost per click for this keyword based on your Mac CPA you are going to add the formula of Max CPA with the clicks per orders so the first one we're going to do within this sequence is the max CPA and then divide that by your clicks per orders and hit enter and this gives you your max CPC for this specific keyword or asent Target based on its current performance of the 30 days so you can go back 60 days but like I said if you have um like we recently we've had Black Friday or if you had a prime day if it's July your numbers may be a little bit skewed you just want to be careful if you've had a really high traffic day that's not normal that you're not incredibly increasing these bids just for that when you take that data into consideration when you're back down into just like a regular shopping period so the next thing that we do with this once we have our calculations in place what I like to do is I'm going to sort the sheet by map CPC because I really want to take a look at what this is telling me to change my bids to we don't want to be robotic in this we want to use Dynamic thinking and um be strategic it might not make sense to change some of these as high as they are going to be just based on the metrics so uh select your entire sheet I always do data sort range Advanced I've got a header row and Max CPC and I do high to low so I can see already that I know I know none of my bids right now are at $7 for this product and this is because it has one click per one order which is not generally the norm so it's not I know that it's not going to convert every single time it clicks so this is something that I'm going to give some special attention to I'm going to look at this one what I also want to do is look at what those actual targets are to make that determination the easiest way to do this is to hide these three columns here these bidding um bidding strategy placement and the percentages columns we're going to hide those and then I'm going to hide everything in Gray except for my Max so this gives me the opportunity to actually look at what my current bid is at what my keyword is what the match type is if I want to take a look at that and then I can ALS look at if it's an as Target but if it's an as Target I can look at what the as is so I can see does it make sense to change it to something that high does it not you know what is kind of the difference in what we're doing here so this is kind of the main concern that I have going into this one when I take take a look at it from analyzing strategic standpoint is this is $765 on Baker's costume now this product is a baker's costume but the idea that it is going to convert every single time someone clicks would be amazing but it's a little bit uh a little bit dreamy a little bit magical I really don't think that that's realistic um I would like to increase this but I don't want to increase it to $765 so for me I would like to increase this Maybe by 30% and see how it performs just knowing that it has converted and it's done well but what I don't want to do is increase it to $7 have it spend a ton of money and then have it blow out everything for my profitability for the week that that comes between when I do this now and when I do it later um so you just want to make sure that you're not just being robotic copy pasting everything over and then going oh no what happened well this is what happens when you don't actually look at it so this is something that we would go through um just on an individual standpoint I would look at it based on the keywords again this is a brand keyword for us it still wouldn't make sense to do $7 on it but we would probably increase this one a little bit more I might double this because it's a brand keyword but this one especially I would not increase that to $765 so uh for the purposes of this I'm just going to leave these as is for now but um you would look at those a little bit differently from a strategic standpoint the other ones here do look pretty good they are a little bit of an increase but uh based on what I've seen from the clicks to orders I think these all look really great I select all of these I copy and then what I want to do here is just paste values only it's important to do that because what you're doing is pulling over that formula if you just hit paste it'll tell you that it doesn't make sense like it won't compute anything so this is really what you're looking for with that because I'm not adding these three in for right now I am going to take those out um because I'm not going to put them in my upload I'm going to consider them um separately so I've deleted my rows there and I've got everything enabled okay so you got your book download here you've got everything set up for me I like to open all of this back up here and I like to keep a I like to keep essentially like a backup copy of the reasons the reasonings why I've done these bits so if I want to go back and look at it if something has gone completely wrong I want just that hard copy showing me why I've done what I've done so the next thing that you're going to do is copy this one into another workbook so we're going to just open spreadsheet new workbook here I'm going to take everything from just this sheet and I'm going to copy that into my new workbook and for this one I am going to call this my book upload because this is what's actually going to go into campaign manager okay so within this the way that you get these to update is you actually have to change column C the operation to update and you're going to take that and you're going to pull that all the way down you want to come over and just check to make sure that there's nothing kind of weird make sure that that no paused stuff came in it's kind of a double check for you there I've got my bids here and these do make sense with what I had done previously my keyword text my match text type I have my product targeting and my resolve product targeting this one is grade but you do need this to upload it so the next thing I do with this to do the bulk upload because I don't want uh Amazon to look to look at any of this and computed in any kind of a different way or give me an error I'm going to actually delete all of my metrics from the bul upload including the three columns so I'm just going to get all of those metrics out of there so Amazon can't take any of that into consideration to give me an error so this is ready to go now you've got your operation update all of your bids are updated all we're doing here is updating keywords and product targeting bids so you'll go to file download and you want to download it as an xlsx file a Microsoft Excel file because that's what Amazon prefers for upload once you have that you'll go back into campaign manager and the bul operations portal this is number three where you upload your file to update your campaigns so from here you will choose your file and this is my book upload file so just choose it from wherever it's saved within your computer and I've got that here you can just just verify that it's the right file name and then you're going to upload process changes once you do that it'll kind of reset itself and then if you give it a minute there it is so sponsored ads bulk file may take up to three hours to process it it's processing the upload now you can see we've tested this a few times with a couple different things if you have finished with warnings it means that there's an error within your bulk your bulk upload you've either probably most likely not included something you were supposed to or included something that you weren't supposed to or you didn't uh put update in your operation column to update it that's usually what's uh the most common thing there or you've left all your metrics in with the three columns that we've added if you don't take those out Amazon will give you an error for those so um it's as easy as that so once you just go through those just make sure you're taking a look at it and then you upload them and it'll tell you how it goes Melissa amazing thank you so action items for this download those bulk operation files calculate your maximum cost per click re-upload it back into Amazon campaign manager now key thing with this is you need to schedule to do this weekly what I see a lot of sellers do that aren't as experienced in PPC is they're going to go into the campaigns individually and like adjust some today and then 3 days later they might adjust them again and then they might adjust them later on and they don't really know what they're doing they don't know what they did and so schedule it once a week it will take you 30 minutes to an hour depending on how big your account is and just schedule this put it in your calendar to do to recurve every week but make it work for you and another key to this is there are a lot of softwares out there that can automate this part I don't recommend softwares that will take over your entire campaign manager but I do recommend softwares that will help automate bid off optimization because as you can see here you can do this all the time to adjust your cost per clicks but you're not taking into account other things like day parting day parting is just fancy words for your conversion rate changes every single hour of every single day and there are softwares that will take that into account and they'll adjust your bids up one hour and then down the next hour depending on your conversion rate for your product and so there's a lot more that goes into bid optimization than just uploading a bulk file so if you're interested in learning how we automate this inside the agency make sure you head to profitable pineapple farm.com we actually teach this we teach you how our agency manages clients and so I highly recommend that if you're feeling a little overwhelmed by this video to come in the profitable pineapple farm go to profitable pineapple farm.com and we'll coach you through this we'll teach you exactly how we do it we'll teach you or one of your teammates even better one of your teammates how to do this so go check out profitable pineapple farm.com and Melissa thanks for the amazing video today all right so we just went through chapter seven which is optimization of your keyword bids and the key thing about that is just making time weekly to do that and so it will take you about an hour or so depending on how big your portfolio is depending on how many products you have how many Search terms you have but make time every week to change those bids in a systematic way in a mathematical way calculating mathematically what your cost per click should be and then re-uploading it stop making adjustments inside the campaign and so let's see we're on to chapter eight which is how to save thousands with Amazon PPC and what we're going to be going through in chapter eight is different things like negative keywords pausing different keywords unpausing keywords and how to save thousands using different things like that so let's jump into chapter eight ways that you can save thousands of dollars with Amazon PP and not only is this going to save you thousands of dollars it's actually going to make you a lot more money as well because what I'm going to be showing you in this lesson in this chapter is how to pause keywords how to make negative keywords how to unpause keywords I know it sounds counterintuitive but I'll go into it in detail here in just a little bit and this is probably one of the most important chapters in this whole thing I I probably have said that pretty much on every chapter but I'm serious when I tell you guys when you hear me repeat something over and over again that means you really really need to know it now here's the thing Amazon PPC can be very emotional you think you should be bidding on this keyword because it's a keyword that you think that you should be ranking for but Amazon doesn't see it that way and unfortunately as an emotional bidder with Amazon PPC we tend to keep pushing that keyword regardless of AOS regardless of if it's getting sales or not because we just want to rank for that keyword but the key thing is to listen to the data you need to listen to the data so let me go into seven steps on saving thousands of dollars with Amazon PPC by just doing the simple steps that don't take long to do it all and step number one is kind of what I already started getting into is the data listen to the data the data does not lie data will tell you whether you should be going after this keyword or search term or not whether you should be going after this asent or not listen to the data make actions Based on data don't make actions based on emotion if you go back to chapter five in this series I show you how to scale a search term report and how to use that search term report to scale your Amazon PPC all we're doing is we're looking at data at an unbiased way taking our emotions out of it and using that data to then scale so so make sure you have data to look at and that's kind of one of the big features with the seven steps that I'm going to go over today now step number two guys have heard me say this over and over again focus on conversion rate and focus on tacos not EOS focus on conversion rate and focus on tacos you have to think about what Amazon wants Amazon is an algorithm based on sales they want High conversions and high sales if you focus on those two metrics they want sales velocity and they want High conversion because when somebody searches something into Amazon they're going to show the ones that convert the most and that sell the most because they're more likely to make the sale it's just a simple algorithm people get so complicated with this A9 algorithm that they think they can hack it and do all this stuff to it when it all just boils down conversion rate and sales velocity now let's go into what I talked about with number two here tacos tacos is your total advertising cost of sale compared to AOS which is your advertising cost of sale there's a big difference between the two too advertising cost of sales strictly works with just the advertising numbers advertising spend advertising sales whereas in tacos total advertising cost of sale works on Advertising spend and total sales there's a big key distinction most rookie and novice Amazon ppcs focus on AOS most advanced Amazon ppcs and advanced businesses and businesses that are selling more focus on tacos you need to convert this in your brain tacos is important aose is not I'm going to go over this one more time just so you guys can understand it I've gone over in previous chapters and the rule of three states that if you hear something three times you should know it all right High conversion rate we're going to focus on high converting Search terms regardless of AOS because if we have high converting Search terms regardless of AOS I'll give you an example here this will lead to an increase in organic rank because you're focusing on high converting Search terms that will push you up in the organic rank now next increased organic rank is going to lead to an increased increase in organic sales which will then lead to an increase in profitability which will then lead to a decrease in tacos because you're shifting you're using your advertising dollars to push you up in the organic rank which will then increase your organic sales which will then decrease your tacos I hope that makes sense please leave a comment down below if it doesn't make sense but I need you to understand that go for high converting Search terms regardless of AOS which will lead to an increase in organic rank which will decrease our tacos which will increase our profit ability do not make decisions on AOS alone and that leads me to step number three on saving a lot of money and making a lot of money do not look at aose of individual campaigns because you may have some campaigns that are performing on high converting keywords that have an aose of 100 to 150 to 200% but they're bringing your tacos down because they're bringing your organic rank up quick example to illustrate this point we have eyelid wipes and when we sold our eyelid Wipes we would run an exact match single keyword ad campaign for the term sty treatment sty treatment that campaign on that AOS ran at 150% but it sold three to four sales a day at a conversion rate of north of 30% so we converted at over 30% for that search term but it ran at 150% AOS our Target AOS was 70% account wide our account wide Target was met for our overall campaign manager we were at 70% but this one campaign was 150% most rookie and most novice Amazon pbcers most sellers most people that manage Amazon PPC would pause that campaign because it's running so hot but you would be making a huge mistake because even though that campaign is running at 150% the AOS is high but it's decreasing our tacos because it's increasing our organic Rank and organic sales I hope that makes sense again you have questions on that leave a comment down below all right now let's jump into some actual tactical things that we can do to save you money I got your mindset right with steps one two and three data data data tacos not acos and look at your overall account level AOS don't focus on the individual campaigns that was step one two and three step four four is pausing Search terms when they meet certain criteria so usually one to two times a week we will go into our campaigns and we'll actually pause different Search terms and keywords based on certain metrics that we've set for our account now each account is a little different and the reason each account's a little different is because your product may only have a 1% conversion rate where my product has 40% and so you need to adjust these metrics based on what your conversion rate is already and if your conversion rate is poor compared to the rest of the category you're always going to be at the bottom of the pack PP will not help you you have to get your conversion rate up we've talked about this in previous videos but with conversion rate you have to have your listing optimized you have to have at least a 4 and a half star appearance in your ratings and reviews that's so huge I can't emphasize that enough and you have to have your bullets and your titles and listing optimized go back to chapter 2 if you need to go over that again because it's very very very very important to have your listing optimized in order to drive PPC but let me switch over to my screen we're going to dive into step four and I'll have this graph or this sop for you to be able to pull up and you can use it whenever you go into weekly pause I still use this when I go into accounts to pause them weekly and you should too so you should have this by your side when you're pausing so let me switch over my screen we'll do that and then we'll jump back into the seven steps this is what my setup looks like when I'm pausing campaigns on a weekly basis what I'm doing here is on my left side I have my criteria right here so step four is what we're on bi-weekly optimization pausing it in negative keywords and there's two big steps that we do we look at high aost campaigns first and so here's the instructions we're going to set the date range to 30 days leaving a 5-day attribution window so today November 30th we're going to go back to the 27th I know that's only 3 days but Cyber Monday was that day so that's why I'm going to do it we're going to go to the 27th through the 27th October 27th through November 27th that's a 30-day window with a little bit of an attribution for Amazon to catch up and then we're going to set sort the AOS column from descending highest AOS at the top so let's scroll over to EOS and we're going to look at the highest at the top so you can see this one's a 150% going to pause that one this is an exact match campaign 103% for exact match campaign campaigns we consider pausing if the ad spend or the aost is above 100% so if the AOS is above 100% I'll probably pause it you can see right here it's over 100% I am going to pause it we also pause product targeting campaigns which are op so you can see right here 74% I'm okay with that 68% I'm okay with the rest of these a Coes they're not too out of control for me our Target right here on this account is about 40% and you can see that overall let me get the AOS pulled up we're at 37% so I'm not going to be that aggressive with my pausing because overall account AOS is where I want it to be and therefore I don't need to pause that much so I'm just going to pause those two I'm going to be a little less aggressive in pausing today now let's look at negative exact so this is going to be for broad phrase Auto campaigns that have greater than 50% AOS now remember we talked about with broad phrase and auto campaigns we don't use a lot with phrase but you'll see a lot of broad Autos in here those campaigns are Discovery campaigns therefore we're trying to discover new keywords all the time and when Amazon is doing that you're going to find Search terms in there and asens even that you need to make negatives now we should have already uploaded our negative phrase list that we created over in chapter one when we did keyword research but we also need to optimize them throughout every week just to see if we can make more more Search terms and more ASN negative so let me show you an example of that as well so my first broad campaigns right here is at 53% our criteria is anything over 50% we're going to we're going to look to optimize it so let's look at this one I'm also just going to look at this other one just so you guys can see another example and then I'm going to just scroll down a little bit further there's another broad one operating at 30% with 65 orders significant sales velocity there selling about two a day so we're going to leave that one alone and that should be good there's a random phrase in here not doing too bad here's the auto campaign let me show you that one as well all right so with broad phrase and auto I want to re-emphasize that we usually never pause the campaign we usually always work to optimize the campaign now we may consider pausing the campaign if it's at like a 200 to 300 to 400% aost but you can always optimize Broad and auto campaigns keep that in mind when you're doing this so so let's head over and I'll show you how to optimize it so here we are inside the add group level we're going to click here and then we're going to come down here to search terms this is all the Search terms that you're going for over the last 30 days and what I like to do is just sort it by spend and when you sort it by spend it's going to show you the highest Spenders first and with this broad campaign you can see that there's nothing really going out of control too bad yes the AOS is at 53% but I'm okay with that there's not really a lot of clicks on this and so nothing to really do here so I'm just going to close out of that we're do the same thing for this broad campaign probably see the same thing so we'll sort it by spend and you can see this one's got eight clicks three sales I'm going to leave that one on nothing else is really out of control but you can also just kind of look through these and see if there's any words that just don't make sense it looks like all these look pretty good so I'm going to close out of that one too same thing here this is the auto campaign now we're going to click into the ATM we're then going to go to search terms sort it by spend then you can see a little more action on this one but not anything too crazy but what I'm looking for here is words that just don't make sense with this product and then I'm going to add them to my negative targeting you can see I've already added quite a few negatives that's why our targeting is pretty on point with this um but if you'd find a word that just doesn't make sense like it's cooking let's go look at Amazon I always like to just search what comes up for Amazon for kids cooking because that's a very browse based keywords they're probably looking for a lot of things like knives and recipe books and you can see there's no aprons here on page one so that tells me that Amazon doesn't consider kids cooking elant for my apron and so what I'm going to do here is I'm going to take this I'm going to take it over up here and I'm just going to type it in I'm going to take a quick look at it just to make sure we're not making any sales somewhere else on another search term around kids cooking and you can see it is causing some clicks kids cooking aprons we are applicable for that so what I want to do is I want to come over here to negative targeting and I'm just going to negative exact kids cooking and that will get rid of that keyword and save us a little bit of money and you're going to do that every single week now these are very very small campaigns because this is a very small account this is one of our test dummy accounts that we use to develop our software and for the training purposes but you're going to have a lot more words in there when you do your account so let me know if you have any questions about yours I'd be happy to audit your your campaigns for free for you just to kind of show you how to do this just leave a comment below this video and we'd be happy to jump on a call and just do that for you so keep that in mind leave a comment down below to do that all right so we considered pausing exact product targeting and sponsor display product targeting we don't optimize these because there's not much optimization to do we then went through and added our negative keywords in here as well so we looked to add negative keywords we didn't find much though so now we're going to move on to filter number two which is right here it's going to be zero orders so we're going to do that same thing come up here enabled we're going then going to do filtered by zero orders and then we're going to sort it by ad spend with the highest being at the top and we're going to do the same thing so we're going to look for things that have been spending a lot but making no orders so I know that these have zero orders so I don't have to worry about achos this one one right here so we're going to pause anything with greater than 25 clicks and zero orders for this product now if your product has a lower conversion rate you need to adjust this so if you have a higher conversion rate you might want to go after 10 clicks so we have a pretty high conversion rate on this product so this product targeting ad that's shown 13 times with no sales I'm going to turn that off it's Gonna Save Us $18 for this exact match one this one might be they might be looking for just a direct hat um kids cooking aprons these are all pretty relevant and they're getting clicks they're just not getting sales yet so I'm going to leave those on this one right here is a broad match campaign so with broad we're going to move on to negative exact but these ow for us is exact match campaigns not much you can do to optimize those again so you're either going to pause them or you're going to leave them on we're going to leave them on and the reason we leave them on is because then we can adjust the bids to optimize them and then same thing with broad you can adjust the bids to optimize them we'll show you how to do that in another video but let's just work on optimizing them by adding negatives so we're going to open up that broad let's see if there's any other ones on here looks pretty good and something else I like to do do is this is kind of more of a monthly thing that we do is we like to just clean up our accounts and so what we'll do is we'll look for older campaigns so these are over a month old that are getting no sales and so what I like to do here is just clean these up so what I I'll do is these aren't getting sales and they're not getting clicks so I'm going to filter another one clicks equal to zero and this is no sales no clicks but they're running and so you can see we've got about 31 campaigns here and none of them are new so that tells me that Amazon just doesn't find these campaigns relevant and so I'm going to do here is just highlight all of them and just pause them just get rid of them and then what that does is it just helps Focus up your thing but going back to this so we're going to look for negative exact matches that we can make in this broad campaign so we're going to click into the ad group again we're going to make sure our negative targeting has been uploaded so let's go back to the campaign level see if our negative keywords have been uploaded so no negative keywords have been uploaded to this one and so what I'm going to do is I'm going to go back to my negative keyword Master list let me get that pulled up and here's our Master negative list so I'm going to pull this down grab all of these come over here and I'm going to do negative targeting phrase add those in and this is actually going to be step seven I'm going to show you that here in just a little bit let me actually just jump down to step seven actually just because I'm doing it for you right now so step seven on our sop is continuously adding negative keyword updating and so you're going to constantly be adding new Broad New Auto and maybe even new phrases if you're going to use phrase match but we don't like to use phrase match and so as you continually add Auto and Broad campaigns you want to go back to your master negative list that we made in Chapter 2 and we're going to upload it to all those new Broad and auto campaigns to save you money in the future so step seven is continuously uploading those to your list all right let's go back to this one so we're going to go to the Search terms and we're going to sort it by spend you can see not a lot of clicks or anything so everything looks pretty good very few clicks very few was little add wasted ad spend so we'll leave this on even though ours does not have Ruffles so I just found a brand new phrase I'm going to add to my master list and then I'm going to add it to over here so even though you're not getting a lot of clicks that aren't converting you can still look to see look for Search terms that may not make sense to your your product all right so that was step four now step five as you can see right here is weekly unpausing so what happens is when we go through this and we pause these different campaigns sometimes we can pause one an attribution can catch up with Amazon Amazon's attribution can be delayed up to seven days but usually it's about 48 hours and we want to make sure that we didn't pause a campaign that might actually be profitable for us so with this one what I'll do is I will go to the pause campaigns I will then sort by sales with top sales being at the top and then you can see right here still pretty high a Coes so I'm not going to unpause these but let's say attribution CAU up and these a Coes were now in our normal range we would then unpause these and get them running again keep that in mind and then finally with step six bid adjustments and so what we want to do here is we want to regularly adjust bids for campaigns that aren't really producing much and so how we do that is we go to targeting and we're going to do enabled and clicks equals zero so you can see all of these products were or excuse me all these Search terms that we're not getting any clicks for and so what I'm going to do here see we're getting some Impressions but not much is I'm going to highlight all of these and I'm going to bulk actions and I just want to get some data on them because right now they're not serving and so we're not getting any data on them so I'm just going to increase it by 30% I am more aggressive and so if you don't want to go 30% you can go 20% but then you can see here we just raised all those bids and they went above the suggested bid so they'll probably start showing a little bit more and so that's how we do step six all right so the seven steps for saving thousands of dollars with your Amazon PPC step number one is embracing the data we showed you how to do a search Fromm report in chapter five go back and really master that do that monthly because that is pure data from your PPC campaigns that are going to help you out tremendous ously step number two is focusing on conversion rate in tacos High converting keywords and focus on the tacos of your account because you don't want to focus on AOS because you may have high AOS campaigns that are very high in conversion rate that decrease your tacos therefore making you more profitable and we'll shut down those High AOS campaigns because they have a high AOS but you shouldn't do that because it decreases your tacos and that brings me to step three which is don't look at individual campaign performances don't look at individual AOS performances to make big decisions look at the overall account AOS if that's meeting your target don't worry about ones that have high AOS if the search term that they're going for is a high converting search Dr emphasis on that over and over again step number four is weekly optimization through pausing unpausing and putting negative keywords so we pause exact match and product targeting ads because we can't do much optimization there we'll adjust the bids up and down but if it's just getting too out of control we'll pause it for Broad and auto campaigns those are Discovery campaigns and we can always optimize those we can optimize the bids we can optimize by putting negative keywords into them and we can do a lot more with those so I rarely ever pause Broad and auto campaigns because we can always continuously optimize them and then step number five I kind of briefly covered that with unpausing if you in the past paused the campaign and you go back and attributions caught up to it you want to unpause it then later to let it continue to serve step number six is adjusting your bids and so if you're you have a bunch of Search terms or targets that aren't getting Impressions or Clicks in increase the bids by 30% and then therefore they'll start to show again because you're trying to get more data you're trying to scale sales and then step number seven finally is continuously uploading negatives to new Broad and new auto campaigns if you have a broaden auto that is getting out of control step number one is make sure you've uploaded your negative Master list and then step number two is going into the Search terms at the ad group level seeing if you can optimize it even further I hope this video was helpful I know there was a lot in this video so rewatch it as many times as you can also if you've signed up for our free Amazon PPC master class at profitable pineapple. you'll have the SOP for this pull up that sop and then do this every single week just like I showed you here in this video and if you have any questions please put them in the comments down below otherwise I'm going to see you in the next video all right so we had a great question come in during that one let me pull it up here if you historically made sales this is RB asking if you historically made sales on a keyword but not recently do you consider just lowering the bid rather than pausing the keyword campaign uh no we don't so we'll end up pausing it and if you have like a seasonal uh product what we'll usually do is um in chapter I believe it six or five we showed you how to search or take a search term report find the keywords that are working find the Search terms that are working for you then scale those sometimes what happens is when you go out of season those end up falling off and we end up pausing them what we do then is let's say June is our season or the start of our season is we'll go back to the previous year search term report in June and we'll relaunch those Search terms because historically they have been working especially during that time frame but they stopped in December because we sell sunglasses and sunglasses don't sell in December they sell in June and so what we'll do is we'll analyze the search ter report from the year before to then relaunch that time frame for this year so to answer your question and to go back to our foundation and our strategies is sales velocity we always want sales velocity and so just down bidding is pretty much going to make that search term fall off and that campaign's going to die anyway and so there's no point in really down bidding it um if it's not producing sales velocity and when I say sales velocity I mean a sale a day a sale every two days I don't mean a sale every 30 days I mean a sale a day a sale every two days that's going to bring you velocity whereas in like people keep campaigns and Search terms running that make one sale every 30 days because it helps them make a sale but it really doesn't it actually takes your focus away from what it should be focusing on which is your top converting Search terms so I hope that makes sense I hope that answered your question all right and if you guys have any comments questions anything please let me know down in the comments below and if you guys have found this video helpful I know we're going on three hours of being live here and we're just about done we have chapter nine and chapter 10 and then a little bonus section at the end until we are finished but if you guys are finding this helpful please let me know by give me a comment or you know Thumb Thumbs upping thumbs uping this video liking this video leaving a comment RB you're welcome all right well let's jump into chapter 9 which is all about monitoring and so we get a lot of questions about what do we need to Monitor and I was on a panel once at a a PPC panel at a conference once and people are asking like what I'll do you Monitor and this and that and this and that and everybody is giving these crazy answers and it got to me and I was the last person to speak on it I was just like sales I monitor sales and so there are about 30 metrics that if not more than 30 metrics that you can monitor with Amazon PPC but I'm going to show you the metrics that really matter and the ones that we monitor because if you just monitor these simple metrics when something's wrong you're going to know and that's when you dive into everything else and so we're going to go over chapter nine what to Monitor and then in chapter 10 we're going to go over what happens when you're something goes wrong in your Amazon account and how to troubleshoot that so with that being said let's jump into chapter nine in any advertising platform depends on metrics and you need to measure metrics but the problem is there's so many metrics to measure what do you need to focus on and that's what I'm going to be going over to in today's chapter and in today's video this chapter in my free Amazon PPC Master Class if you have not signed up for it yet make sure you head to profitable pineapple. sign up for that free PPC master class I kid you not when I say it is better than any paid course out there so let's jump in I want to start out by saying the only metric that matters there's only one metric that matters this is all you need to know sales growth and I'm not talking about week over week or month over month I'm talking about quarter over quarter sales growth and year-over-year sales growth the thing that I see in most rookie Amazon sellers make is the problem that they have is they focus on month-over-month sales growth like they expect you to grow 5% month over month but the dynamic of month over month sales growth is extremely hard to measure because seasonality Christmas season Prime days holidays seasons of life summer versus fall school starting there's so many different Dynamics month over month that it's hard to measure sales growth unless you're just growing at an astronomical rate quarter over quarter growth is what you need to measure and year-over-year growth is what you need to focus on those are the metrics that matter and I again want to emphasize this you need to understand total advertising cost of sale your tacos is so important AOS is not AOS is just one metric in your Amazon PVC but what really matters is tacos because if you can have a high AOS but if your tacos is going down you're becoming more profitable so profitability is measured by tacos not AOS I've had high AOS campaigns that have decreased my tacos therefore making me more profitable as a result and so keep that in mind you need to understand that tacos is what you want to measure now regarding tacos you want to shoot for about a 10 to 15% if you want a nice stable account that focuses on profitability if you're in a growth mode you want to go more for like 15 to 20% with that being said I love we knew our numbers we knew our lifetime customer value and we knew we wanted to get aggressive with our customer acquisition so we pushed our tacos our total advertising cost to 42% the month that we did $500,000 in sales we had almost 20 I think it was $210,000 in spend on Advertising it was break even for us that month it was a 42% tacos but we acquired a lot of customers that month and that's what we focused on for about about eight months is we focused on pushing our tacos up to 42% that is hyper aggressive growth and it worked we ended up selling our company for multi-millions a little bit later later and it was something that we knew that if we pushed it we knew the lifetime sales would catch up and it would make us more profitable which then we could sell for more but usually for most accounts 10 to 15% is stability 15 to 20% tacos is growth mode so keep that in mind when you're thinking about tacos and what your goals should be and then as a reminder you don't want to look at individual campaign a Coes your advertising cost of sales you want to look at your total campaign manager acos because again you may have high AOS campaigns that bring down your tacos making you more profitable so keep that in mind if you have a high AOS campaign make sure that word is converting well CU if that word is converting well it's shooting you off in the organic rank now another metric to look at is organic vers advertising sales most of the time a healthy organic versus advertising sales is 60% organic sales 40% advertising sales that will be skewed based on launches so during like a launch your tacos may be 50 to 75% and your advertising sales may be almost 100% because you have no organic rank so keep that in mind and that also goes back to the tacos conversation you may have a higher tacos at the beginning of a launch of a product as well in the 50 to 75% as your organic ranking goes up that ratio should shift your tacos should decrease your organic sales should start to pick up now 60% organic 40% advertising with that said we've seen a shift lately in the last couple years with Amazon 40% organic 60% advertising for a lot of accounts now and the reason is Amazon is becoming a more pay-to-play platform but if you focus on high converting keywords regardless of AOS that will drive your organic ranking up and should help keep that 60/40 balance between organic and advertising so with all that being said what should you be tracking on a weekly or a daily basis depending on who you have on your team if you have somebody to track this for you daily that's great I like to check it weekly we do it weekly and monthly and quarterly and yearly for our clients and the reason we do that is because it allows you to take a step back when you're looking at Daily metrics you tend to get emotional when you look at weekly metrics you can look at a big picture daily metrics are made to put out fires so if you see something going on in your business a daily metric can find that and you can do the metrics I'm going to go over daily but don't make big decisions on The Daily metrics put out fires on The Daily metrics weekly monthly that's when you want to start zooming out making bigger decisions based on that do I want to increase by AOS today or this month do I want to go more aggressive do I want to go after growth mode in tacos because I have the profitability to do so so keep that in mind but the numbers we look at are Revenue profit ad spend ad sales AOS tacos and new campaigns created those are the seven metrics that we look at on a weekly and a monthly basis let me go over them again Revenue profit ad sales ad spend acos tacos I see you writing I'm going to flip over to my screen and show you how we do this inside of our business and inside our agency so this is it this is our very very simple weekly tracking spreadsheet and then you'll just make another one for monthly and another one for quarterly it's the exact same spreadsheet is just the time frame that you're measuring and you can see we're measuring Revenue profit ad spend ad sales the nice thing about this is then AOS will populate and Tacos will populate and then new campaigns created so let me fill in a couple of these just to kind of show you what this this what we're doing here now a performance Haack is when you're doing your weekly numbers I like to do this as the business owner I like you to do these metrics because it will take you literally 5 minutes but it gives you a good pulse on the business and you can look and find Trends as needed but going back to this when you do this also do your weekly optimization that we talked about in the previous video for pausing and for adding negatives so pausing campaigns adding negatives unpausing campaigns go back to the previous chapter to look at that but just make it put it in your calendar for 30 minutes every week to do this and then do the Amazon PPC Oran or Amazon PPC optimization which is the pausing unpausing and putting negatives in so let me show you how to do this so we use zuru for this so we're inside of Zang Guru right here and what I'm going to do is just come down here I'm going to go to custom range and we're going to do 1029 to 114 apply then you can see right there gross revenue 92287 profit was 5779 add spend I like to go to campaign manager for that so we'll do that same time frame spend is right there let me get sales in here as well suspend was 30721 and then add sales 68466 so you can see it calculates our AOS our tacos and then we can go into see how many campaigns we created so I'll go sort it by start date and we'll look for just the time period of that so we're scroll around and it looks like and I'll just manually count these 1 2 3 4 five 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 4 25 26 27 28 31 32 33 34 35 36 37 38 46 so we actually added quite a few campaigns I didn't expect that many so 46 campaigns created and then we'll do that same thing for this date 115 through 1111 same thing we'll go to Zang Guru put that custom date range in 839 or 840 and 21 made a little more profit that month or that week add spend to add sales 273 640 273 and 640 and then we'll count how many campaigns we made so 1 2 three four five only five that week and then you can just do this again and this is all we do this is like what we monitor this is what we track this is what we do to make sure our clients accounts are looking good and we monitor this on like I said a monthly and a weekly basis so your action items for this video is to just update this on a weekly and a monthly and a quarterly basis this is something that I'd like you to do as the business owner because this is your metrics have somebody else do this daily and that way you can put out fires if fires pop up but you should be doing this weekly monthly and quarterly because you need to look at data and reports to make high strategic decisions and so if you have not signed up for it make sure you head to profitable pineapple. comom to do that and if you found this video helpful let me know that and if you have any questions also put those down in the comments as well all right so those are the metrics to track and now what we're going to do is jump into let's just say something starts to go a little haywire and we're going to go into troubleshoot shooting of your Amazon account so let's jump into chapter 10 which is troubleshooting your Amazon account and again if any questions pop up please put them down in the comments below I'd be happy to answer them here live suspended or something's wrong with your Amazon account you need to put out a fire but you're not really sure where to begin that is what I'm going to be going through in this video I'm going to be when your Amazon account goes HeyWire when revenues are down or when something's wrong I'm going to give you a step-by-step guide and you can get this in the down below and it's part of our free Amazon PBC master class but I'm going to show you exactly what to look for I'm Dr Travis Ziggler and let's jump in so the first thing I always look at is account health and performance account health and performance is going to tell you if you have any trademark infringements any IP infringements if you're suspended for any reason and why you're suspended and what you need to do to appeal the process and so what you need to do is first go into account performance and health and I'm going to switch over to my screen here towards the end and I'll show you exactly where all this stuff is the second thing you want to do is look at your reviews and ratings sometimes if we see a drastic decrease in sales it's usually due to your reviews and ratings tanking and so you can go from that 4.5 star appearance to then 4.0 star appearance by just losing getting one one star review and going from 4.3 to 4.2 that can make a big difference in your sales the next thing you want to do the third thing you want to do is competitive analysis so you want to look at your competition and we use a tool like Zang guru's listing Optimizer and you can see what your competitors are doing that you might not be doing a second thing you want to do with competitor analysis is just go to Amazon search your primary keyword see if somebody's doing a lightning deal or has a bigger coupon or has lowered their price and that goes into step four which is pricing strategy are you doing anything to increase your conversion rate you can get the strikethrough price you can get use coupons you can use promos you can do a lot with your pricing to increase your conversion rate so we always like to keep a coupon on most of our listings because that's going to help increase conversion rate because people like to save money it's a game inventory management that's number five inventory management is so key I lost almost $250,000 I didn't almost lose it I did lose $250,000 because I stocked out of four of my five best sellers for over a month it hurt it hurt a lot but I also almost bankrupt my company because I ordered too much inventory and there's cash sitting on the shelf so make sure you get your inventory out of spreadsheets and into a software like our profitable Pineapple Express you can go to profitable pineapple express.com to check that out profitable pineapple express.com I just like saying that because it's like a tongue twister try to say it fast profitable pineapple express.com profitable pineapple okay anyway so Inventory management did you go out of stock is Amazon moving your inventory around so why we always recommend having an FBA and an fbm listing on everything because if Amazon decides they want to do an investigation on your FBA stock you still have your fbm pop in there and still make some sales now next you want to check your advertising and promotions so did you have a promotion running that's no longer running did you have advertising that got suspended your advertising gets suspended just like your product scan and so go into campaign manager and take a look around make sure everything's running it will say suspended essentially if you are suspended and then leverage external traffic use things like Google ads and Facebook ads and Tik Tok ads to leverage external traffic going into your Amazon listing did you turn that off or did something happen did your Google account get suspended so look at your external traffic as well because that can increase your organic rank significantly and your sales and if it's gone now all of a sudden then that might cause the decrease in sales or something going wrong look at top sellers so what are top sellers doing in your category copy them look at their images look at their ratings look at their reviews look at their pricing and see what you can do to copy them and make it better or just see if they're doing something that might be taking over some of your sales and then finally look at the trend look at analysis Trends look at Google trends for your search term your best Search terms for your product did you have a seasonal product did you have a trendy product is that Trend going down keto is a great example of this keto was really hot a couple years ago now it's starting to fall down intermittent fasting really hot a couple years ago starting to decline it's still healthy it's still being done but people aren't searching it as much cuz it's not talked about as much so look at Trends as as well so let me switch over to my screen I'm going to go through this list again and show you how to look at these things inside your Amazon campaign manager so this is what I like to do if something goes wrong in my account I pull up campaign manager right beside the SOP I just went through so the first thing I want to do is assess account health and performance so I'm going to come up here we're going to come down here to Performance and account health and what we're going to do is just look here so everything looks pretty good we have a healthy we have a healthy account rating is there anything oh listing policy violations wonder what these are these probably got us suspended we were suspended the other day by the way and so we can click into here and Amazon will tell us exactly what's going on and so it looks like they removed bullet points so the second thing we're going to do is evaluate your reviews and ratings did your reviews and ratings tank and fall below that four and a half stars did you lose a bunch of ratings those can all affect your performance and your sales finally look at your competition so our main keyword is Chef and kids apron hat for kids we're going to type that in and let's just look at this at a holistic view so if I scroll down here I'm top of search there I'm higher priced than most of my competition and so are people Choosing My cheaper competitor do I need to put a coupon on my listing what do I need to do to get this back up and so look at what your competitors are doing putting people in versus no people uh colorful those seem to be selling more there's us again so we're number five organically nope that's a sponsored product never mind and then pricing strategy what I just went over as well our competitors lower priced than us and yes they are inventory management did you run out of stock look at profitable Pineapple Express and just take a look at it see if if you ran out of stock of your bestseller or just go into your inventory and then just see if you stocked out go into campaign manager and then look at the status of your campaigns and so if we went by filtered and enabled you would see that the status is delivering and if it's not delivering it would say something else and it might say say something like product suspended you can also click into one and it will tell you if the product in the skew is suspended inside of your ad group level and then finally let's look at Google Trends so I'm going to go over to Google Trends and let's just look up that same keyword how about we just look up chef hat and apron interest over time so you just see it's not really trendy at all um let's look up Chef apron then you can see it kind of Peaks around this time for gifts and for Halloween and then it kind of Teeters off after that you can also go into like a keyword tracker and you can look in here too so we'll go into keywords on fire and you can just click on these so you can see right here trends October for Halloween and then giftable for Christmas and it shoots up for Christmas and then it tanks again after Christmas so keep Trends in mind as well I hope this video is helpful in recognizing different things that can go wrong with your Amazon account and what you can do to fix it or figure out the problem and then go address that as needed if you have any questions about this video please put them down in the comments and if you think you know someone that might find this video helpful go ahead and share it with them again this was chapter 10 in our free Amazon PPC Master Class if you haven't haven't signed up for that make sure you head to profitable pineapple. and do that all right so now we've pretty much covered most of the things that I wanted to cover regarding Amazon PPC but I do have one additional chapter for you that is going to help Resh shape your mindset when it comes to owning your business and this is a big problem that even I get caught up with quite a bit and it's a philosophy that you can use to help scale your brand overall so this last chapter is not going to be Amazon PPC related but it's going to help you grow your business and in turn it will help you grow your Amazon PPC if you follow this last bonus chapter so let me pull that up and we'll jump into that in today's show we're going to be going over how to scale to $1 million and Beyond now I'm going to give you uh an advanced level strategy that's actually not that advanced at all it's actually very simple and so the reason I call it advaned is because nobody's doing it and this is one of the biggest things that you can do to take your business from 0 to 1 million then also from 1 million to 10 million and Beyond because it's simple and the reason people aren't doing it is because it's simple now trust me when I say that if you did this today implemented it this week you'd probably double your Revenue by the end of this year so with that being said let's jump into how to scale the $1 million and Beyond this is one of those strategies that is a more if Advanced strategy and when I say more advanced strategy what I mean that it is so simple that nobody is doing it and you need to start doing it because this is the thing that will take your business from zero to 1 million from 1 million to 10 million it's something I encourage in our agency over and over again I haven't gone over it with anybody in our agency in a while so I wanted to bring it up on a mastermind call for everyone to see it because if you guys do this this can be one of the most impactful things and let me just go back to 2019 and the story that made me discover this and how I learned it so a lot of you guys know my story from 2019 it was a very hard year for me and we decided that we left our Mastermind that we were in and we jumped into another Mastermind that was all about sales funnels getting on Shopify getting off Amazon as much as you could and so we decided to invest a lot of money close to 40,000 upfront to hire this agency and they were a retainer of $4,000 plus a percentage of AD spend and so just for their fees alone we spent almost 100,000 that year plus what they were spending on Facebook ads for us and the return on ad spend was like 0.5 and this was for an entire 10 months so you can imagine that led to no profit so all of our profit from Amazon was dumped into making our Shopify store and we dumped close to half a million dollars into it and the results just weren't there and you can imagine like the dark places you go into and we just had this year where you profited 500,000 and then you go to a year where you profited did pretty much nothing and so it was a really dark year for us in 2019 we almost sold our business for around $700,000 when it was doing 3.2 million and it was one of those like hey we'll close in three weeks it was actually thio if you guys want to know um and we'll close in three weeks all cash and we were G to get stuck with all our loans still they weren't going to give us anything for inventory and so I about signed papers that we would have pretty much netted $200,000 on our business that's how like down in the dumps I was and I decided to quit The Mastermind that I was in because I just realized it was a huge distraction for us and I decided to go back all in on what I was doing before which was Amazon and along in 2019 what also happened was a lot of you guys know my story but we were involved in a Ponzi scheme that we ended up losing about $630,000 to that as well and that was two weeks after our son had passed away he had a genetic mutation and a rare disease called Edward syndrome and most kids don't live past 5 years old he ended up passing away on November 2nd and so we had an unprofitable business we had our Second Son pass away on us and we were on a mission trip at the time and then we had this Ponzi scheme that happened and I remember sitting in my 2017 Chevrolet Volt charging in Brian Ohio and I had just joined the back room Mastermind which is Ryan Moran's Mastermind again I was in that initially three years took that year off had a horrible year went back to him and part of the onboarding process at the time was to jump on a call with him so it was my wife myself plugged into a charger in Brian Ohio my hometown in our little tiny black car and I just remember talking through Ryan Ryan was also in the Ponzi scheme as well so we talked through that a little bit and he just kind of asked me what are we doing and I said well we have I love and I love had its worst year ever we had zero dollars in profit and almost 3.2 million in revenue and we about sold it and it was actually I went to a I think it was a saw Ryan speak and it actually pre prevented me from selling it it was like one of those things that like something clicked that like this isn't the right thing to do so talking about that I'm talking about how I'm making six income generating websites over here and then I also have this investment company over here and we're investing in this and he finally just stopped me and he's like guys you have this $3.2 million asset that's making money we also just started the agency at the time so it was just Adam and I in the agency at that time and we had four clients he's like you have a $3.2 million business you have a $300,000 business which was the agency at the time you have a $20,000 business a $110,000 business a $5,000 business in a $3,000 business you guys are taking all of your time and energy and putting it over here when it should be spent on only the $3.2 million thing and that's the only thing you need to do and he told me that you need need to look at everything that you're doing on a daily basis you need to eliminate what doesn't need to be there anymore what you can eliminate you need to automate with software and what you can't eliminate and what you can't automate you then need to delegate to somebody else to a team member and those words like shook me to the core because you guys hear me all the time I talk about 8020 and how much I'm obsessed with the 8020 20% of inputs that you put in on a daily basis produce 80% of your results so what would happen to you and what would happen to your business if that's all you focused on is just that 20% you spent all day on the 20% you would make an amazing business that's what would happen and so what we decided right then and there is we were literally just going to close the rest of the businesses except for the agency and I love and so we literally like we closed a couple of them and then the other ones that still kind of made income we just said let's just let them go and see what happens and they're still around today they make passive income not a lot like hundreds of dollars but I don't worry about it I don't think about it it's just there and then of course the agency now is my bread and butter now and we sold the business a year and a half after we started doing this so we eliminated everything that wasn't bringing us value Revenue joy and just focus on what worked which was I love and that was about the same time we start we brought on Jordan about about four months later into the agency to help systematize and put into operation or put operations into the agency think it was I think it was actually December of 2019 we brought Jordan on and then fulltime in May of 2020 if my math is correct I may be a year off on that hey it's Dr Travis Ziggler and I wanted to thank you for watching this video I just wanted to take a brief couple seconds to let you know about a free Amazon PPC master class that I have just head to profitable pineapple. to sign up for that free Amazon PBC master class or you can click the link Down Below in the description I'll see you inside what I want to challenge you guys to do is think about everything that you're doing as entrepreneurs we constantly have shiny objects syndrome and all shiny object syndrome is is that when this channel gets too hard it's not growing as fast as you'd like it to grow what else could I come up with that has that hyper growth or that can distract me and so I have it too don't get me wrong like I am still shiny object all the way and what I learn is the more I focus the more money I make and so I love was going well so I started an agency agency was doing okay for two people so then I started income generating websites doing them myself and investing in other people that were doing them and then it was just like all these different things were lining up and it was just taking my bandwidth with it so then what we did is we just brought it all back to I love like I said earlier and so how did we do that number one you can just eliminate things that are just there but there's an exercise that I did so for the next two weeks and you can do this for a week you can do this for a day you can do it the longer you do it the better and so for the next two weeks what I did is I grabbed a ton of Post-it notes grab a Post-It notes and literally whenever you're working on something you write down checking email and then look at the clock see how long you're doing it for one hour take Post-it not put it off to the side okay what are you going on to next writing sales copy how many hours are you doing it take the post note off put it on the same stack just you're going to make a big stack of everything you did and you're going to do that for an entire week Saturdays Sundays everything and then what we do at the end of the week is we take a look at everything that you did and you literally lay out all the Post-it notes and you categorize them so what I like to do is think about what I would pay somebody an hourly wage to do this certain task and I for Simplicity just do like $10 an hour $100 an hour $1,000 an hour and $10,000 an hour and I divide it into those categories so $10 an hour $100 an hour $1,000 an hour and $10,000 an hour and I'm going to show you guys an example of this in just a little bit and then I look at the lowest level tasks and I think what could I eliminate from this task list that could free up my time to do something else and then I eliminate it so if you can eliminate something from your daily business workflow from your personal workflow from your weekend workflow that will free up your time and your mental energy just do it and then see what happens because I guarantee nothing will happen and nothing will change and that's when you know okay that was a good elimination I should not do that ever again and then if you still have things on that task list look for things that you can automate so software Trello for project management cortile for for PPC management uh Zan Guru for statistics and listing optimization management what else do we use profitable Pineapple Express Inventory management for inventory management like I see people struggle with spreadsheets and they're constantly trying to figure out how many to order but their sales volume changes all the time and they're not using an inventory management software I don't care which one you use but try out Randy's it's really great profitable Pineapple Express non- Shameless plug there but you can use so stock you can use whatever inventory management software you want but the difference between like a spreadsheet is you're doing that manually you're putting in the sales numbers you're doing all that and it doesn't show you Trends so 7day 14 day 30-day 60-day Trends so your inventory order can be off which will then stock you out or overstock you and so that's where software comes in Trello project management we're in the process of the nonprofit side of the agency we're trying to get all clients onto Trello and all communication will go through Trello we're trying to get everything out of email and so Aisha and jeno when they pull up Trello they can go over their notifications and see exactly what needs to be done that day and then I'll share that system with you guys when I have it completed and when Jen and I have it completed but it it's very promising and it makes it so the clients can interact with us not through email not through text but inside Trello inside the ecos system that we're using to project manage their tasks and I'm not saying you need to use Trello you can use aana or notion or whatever you use but automation of things to get it off your plate and so after we automate there's still going to be things on there that you can't automate you can't eliminate they still have to be done so then you just find somebody to delegate it to there are people now this is the craziest thing for entrepreneurs to to understand there are people in this world that love to do what you hate to do and that is one of the biggest things that once you understand that concept your whole world will open up like I I I love starting systems mapping out systems but actually doing them I don't like to do them I actually I am a weird entrepreneur because I'm a Visionary but I also like systems at the same time it's just my personality profile and you don't usually see that and so I'm a quick start so I love to start something new I like to develop the system around it and then I like to hand it off and then somebody else runs the system I'm kind of like a CEO with a side of coo it's really weird and then I was lucky enough to have Jenna and have Jordan to take those systems and run them whereas I started and made them that's what my superpowers are and then they can run them and then change things as they need to and so with all that being said I want to share with you a spreadsheet that I made to just kind of show you like what this is just like kind of more of a generic one it wasn't my Post-It note activity but what I want to do is I want to show you everything that you can be eliminating that you can be automating that you can be delegating and so you can focus more on the higher level stuff which is that $10,000 an hour stuff now you're not going to be able to work 40 hours a week in that $10,000 an hour time frame and that's okay because the more we get there the better and as you move down your business will just make less as you start to move your tasks up to those higher level activities that's when you're your income will take off your Revenue will take so let me switch over to my screen and I I'm going to go over this with you guys I think this will be help for you all and I'm going to go over some examples of things that we've done lately that most people probably don't even think of and it's changed the game for us so let me share my screen cool all right so let's just go over some like $10 an hour stuff so driving running errands organizing your house cleaning your house cold calling let's these are like house specific then you have business ones cold calling speaking with unqualified prospects we have an applic before you get to a phone call for a reason and that is purely to qualifi prospects for unqualified prospects we send them to our free course and hopefully they'll use our free course to get them up to becoming qualified to then talking to Adam and then onboarding with us fixing your website building your website doing expense reports working on social media in the consumption manner uh grocery shopping Mo your lawn responding to customers product Replacements returns and refunds fulfillment listing your products responding typo customer reviews and cooking so let me take a couple examples of things that you could essentially eliminate from this driving how could you eliminate driving you could move somewhere where you never have to drive think of a city like New York City you never have to get in your car you could live in your house walk down to the basement if you need to go get restaurants not basement but floor you know you can eliminate driving you can hire a driver you can just take Ubers everywhere there's a lot of of ways that you can eliminate driving sounds crazy but like it's a lot of people eliminate driving the story of Philip Rivers so Philip Rivers was the quarterback for the San Diego Chargers the Chargers then moved to LA and he didn't want to move his family so he bought an Escalade limo outfitted the back to make it a movie room and that was his film study room so he hired a driver that driver would take him to practice every single day while he was studying film and then drive him home because he didn't want to move his kids to LA and he didn't want to move his family so he created an environment where somebody else was doing the $10 an hour work so he could be doing the $10,000 an hour work which is film study from a quarterback standpoint uh running errands it's very easy to hire somebody with like instacart to run errands and do your grocery shopping for you um and you'd be shocked with how many things you can get done with errands and chores just by posting to Facebook and I'll give you give you a couple examples here too we pay a kid in our neighborhood $20 an hour to come take judee's Legos apart he literally comes to my house he takes apart judee's Legos sorts them by color in the correct color box and then Jude comes home to a completely clean slate and then he goes nuts and then two weeks later we bring him back in $20 an hour it takes him about an hour and a half to do he takes apart all his Legos organizes again and we repeat repeatedly do that mowing your lawn how many of you guys are still mowing your lawn hire somebody to do that it cost us $50 to get our lawn mode and he does it every two weeks and that's a $100 a month think about the time and the mental energy it's not just the time factor it's the mental energy that you're saving because the mental energy of oh I got a mother lawn oh I got a mother lawn how many days do you say that in a row and dread it and then you finally do it and so mowing the lawn is one of those quick fixes grocery shopping we talked about a little a little bit you can get instacart to do it Kroger delivers now they deliver right to your door you don't even have to go pick it up anymore now extra bonus hack on grocery shopping you can actually go to Chipotle we have bbbop which is like Asian Chipotle or Korean Chipotle and then we have a place called reel which is like an organic Chipotle um and you can get catering so what we do every week is we get catering for 10 to 15 people depending on how many days we're going to be there and we literally get our food catered to us and then we just meal prep it into Pyrex dishes put it in the fridge so we pull it out heat it up and eat it it's it's crazy but it works so well because Jenna I what do you want for dinner I don't know what I want for dinner I don't want to make dinner do you want to make dinner I don't want to make dinner well maybe we should just order out I don't want to order out I just can you just make something this isn't that good like it's like every single night and who can yeah yeah I I can see that some of you guys that so catering it's that easy I mean Chipotle you can do it on the app bbbop you can do it online you can do it on most of these places online now we are actually taking it up a notch even further and we've been talking to a local Farm in the community and we are going to get their animals so funny story we were talking about winds earlier and uh diet changes I was a vegetarian for 12 years and two weeks ago I decided to pretty much completely reverse that and I'm going full on almost carnivore just because I want to try it and see what happens I've already gained seven pounds of just from going from eating 30 to 40 grams of protein a day to 175 grams protein a day I eliminated most fats out of my diet like avocados nuts and all that and I'm mostly eating protein rice and like sweet potatoes and like broccoli and veggies so I'm not fully like I didn't just shun vegetables I still eat a lot of vegetables but I eat 170 grams of protein a day which is usually a pound of meat and a 50 gr protein shake in the morning and um yeah I've I can't say I feel that different yet because it's only been two weeks but with that being said we've talked to a local Farmer in the area and they're going to start delivering US 10 pounds of chicken every single week and I'm going to get them to cook it for us so they're going to grill the chicken for me dice it up and bring it to my house Deliver us because it's a farm literally five miles from me and so what can you do to limit the daily hassles by just delegating it to somebody else in your area so something to think about all right so $10 an hour tasks we've kind of gone through those and what do you see here that you're doing from an Amazon standpoint customer messages product Replacements returns and refunds fulfillment listing your products we hired a Filipino VA when we were doing about two million a year it took us that long to hire somebody um and I regret it because she took so much off our plate so that we could focus on higher level activities and she was $200 a month to start she eventually got to $1,000 a month when she started taking on more activities so there and then there's also hire mymom.com hire mymom.com we hired somebody off of that she ended up being one of our best employees that we had uh she just left I love literally a week ago and we hired her like six years ago or 5 years ago something like that and she worked an hourly wage just when she wanted to because she was a mom full-time and wanted to have something on the side and so she eventually took over customer service because we wanted to bring it back inh house to like the um to the American base because it was dry ey brand all right so $100 an hour so problem solving for existing or prospective clients that's what most of the account managers do on a PPC side you can Outsource basic tasks talking to qualified prospects writing an email to prospects and clients creating a marketing test managing PPC campaigns doing social media well to build your audience customer followup respond to questions on Amazon check performance metrics daily so what are you doing in this and there's nothing wrong with living in this area but just know that you'll probably max out at making $200,000 a year there's nothing wrong with that that's a good income but if you want more then you have to start thinking bigger so with the agency for example we have people I have people writing emails now to prospects and clients most of you guys don't know this but I'm going to reveal it here uh Monday and Tuesday emails every week are actually written by Chris they come from me but Chris is my ghost writer for that and I approve them and look at him and everything but he writes those I write my Thursday email and then Wednesdays and Fridays are automated they're in our drip sequence and so we write an email five days a week two of them for Chris two of them are in a drip sequence and then the Thursday one is from me so then creating marketing tests and experiment that's like split testing and so trying different things so trying Facebook ads or trying Google ads or trying YouTube ads you want to start small whenever you're testing something and then go big once it starts working doing social media well this is like building a group building a community building a movement doing things like that we have an Amazon PPC Pros Facebook group that I spend less than 10 minutes a day in I go scrape it for any questions any comments and then I'm on to the next thing Chris posts in there our videos and everything as well thousand an hour tests so again you may not be doing this all the time but if you can do it one hour a day or one hour a week to start that's when things start taking off so prioritizing your day how many of you guys are planning your next day the day before it's huge because if you don't the day will plan you and the day will control you and so if you're not prioritizing your day someone else will so every night when I'm done I write down the two things usually number one number two of the two things I have to do the next day to make it successful I then write down my calendar of events on the right side and then the two things that I have to get done I get up at 5 in the morning sometimes 4 in the morning that first hour of my day is quiet I have my coffee my water and I literally work on those one thing that one thing that one hour is more person of my day because it's not bogged down with getting messages and emails and meetings and all of that but that one hour as long as my son sleeps in which he hasn't been lat that one hour is uninterrupted and I just get to focus I get to write my book I get to focus on the course that's coming out in Q for of this year and you guys are going to love the course by the way it's GNA be great and I just get to focus on that single thing I get to focus on writing good sales copy negotiating negotiating I build sales funnels at that time I create different marketing campaigns I now have people that help me with that but like maybe make a video for a marketing campaign doing social media extremely well professional photos storyboarding photos how many of you guys storyboard your photos a lot of people just be send their product to a photographer and say take pictures but when we had our brand we used to storyboard our photo and what that is is it's telling a story with your photos and so how can you take the customers through a journey with your photos and your bullet points that gets them to solve the problem that they're trying to solve so storyboard your photos send it to a photographer say this is the storyboard this is what we're looking for have them take photos around it and then you can add text to the photos as well same thing with videos you wouldn't just shoot a video without having any plan you need to do that with photos as well optimizing your listing I I believe that's a pretty important task but again you can train your team to be able to do that and your team can then be doing a $1,000 an hour activities that leverages your time up even more which then will make your business even more as well product research development yes you could say those are lower but I think those are very high as well writing copy for new listing A+ content creating sales plans and expanding globally so those are more Amazon specific things right here that are $1,000 an hour then let's move on to $10,000 an hour if you can do like I said this for one hour a week one hour day is even better that's even better still so honing your unique selling proposition what makes your brand unique what makes us unique is we help great people do good what's that mean I actually might change till we help great people do epic because I got a sticker that says do epic and um the the whole goal of that is we want to help brand owners that aren't just in it for the money build up their business so then they can start a nonprofit and they can give back to help uplift the world that's what our whole mission is about that's what our whole unique selling proposition is about we repel the people that are just in it for the money and we won't TR we try to through the application process through the the sales call through all of that we try to weed those people out they occasionally slip through and they'll become a client and it's miserable from day one for us because they're just not in alignment with our values and our USP you can do is create Superior offers what bundles can you come out with how can you position this differently so we're repositioning the farm in October and this is something that's been three months in the making three months of hard work in the making but it's been about nine months in the making um repositioning your messaging that's what you're going to be seeing coming up in October this is a big one right here eliminating customer complexity and a lot of people don't realize like in order to maximize the customer value this is an Alex Orosi thing it's dream outcome times perceived likelihood of achievement divided by time and effort so the lower you can reduce the time and the effort involved for the customer the higher the value it's going to appear and so eliminating customer complexity because the more complex something is too the less valuable it is because you're going to confuse people and so when you're giving people options maybe on your Amazon listing reduce your variations don't have as many variations reduce your bundle options one pack three pack sixpack don't have a one two three four five six reduce complexity as much as you can because Simplicity will make your business simpler or more simple and it will make you sell more the more simple your business is the more you will sell and the easier it will be to run the more simple your business the easier it will be to run and the more you will sell as a result and then selling to high value customers and groups and so Adam takes most of our sales calls now we just started doing that in August I used to take most of them and Adam did did them parttime as well but now Adam doesn't f and then when we have higher value customers people that are doing 500,000 a month and up I'll usually jump on those calls as well and so high value customers I love to jump on those calls just just because if my story resonates with theirs or if they've seen me before it tends to lead to a higher closure rate as a result and so I like to jump on those calls I like to jump in those emails as well team members in hiring uh Jordan and Adam actually do this for the agency really well and um I jump in every once in a while I hire certain positions but they do most of the hiring for like account managers and everything but that's high leverage activity because it takes a lot of time upfront but you're teaching something once to then amplify it so you teach this person now they can use all their hours to do everything that needs done and then they may teach somebody else next and so you taking the time to teach that one person will help teach others so your one hour then turns into 100 hours and so that's the value of hiring the right people and then even hiring people that have done it before it can be huge public speaking that's a big one for me I go to a lot of conferences I have a lot of conferences coming up and speaking at a couple of them and so just getting in front of people telling my story and just telling our strategies creating content I think this is a big one if you do it right A lot of people don't and so it could be put down here into $100 an hour or even $10 an hour if you're doing it wrong like posting photo memes I mean that's something that was good for five years ago but there's no point in doing it now you don't just want to post on social media to post you want to post to get engagement that's the whole goal and then telling your story so my action items for you all after listening to me talk for the last 20 minutes so thank you for listening is go buy a pack of posits there's a place called Amazon that you can get them pretty quickly usually in four hours or less and just write down every single thing that you're doing on a weekly basis on a daily basis and then at the end of the week sort it into $10 an hour $100 an hour $1,000 an hour and $10,000 an hour and then figure out what you really love to do like don't get stuck in the weeds of not doing what you love to do I love to teach I love to do these that's is why we do these still and I don't get burnt out of these too often and if I do we take a week off like we did last week but start doing the things you love in your business and your business will take off you don't have to be focused on everything Amazon if that's not what you want to be focusing your time on how can you turn your energy into something else that could build your business even further but just to go a little bit further into the story we ended up hiring three people in 2020 and 20 at the end of 2019 and 2020 to help delegate I love stuff I never got I love to the point that it was automated where I had to like I could step out and it would grow but I learned a lot from it and so with profitable pineapple I'm still heavily involved with the agency but it runs I could go away for a month and it would still run just fine without me and it would probably grow without me and that's what I wanted to get to with profitable pineapple and it's a testament to everybody that we've hired from the very beginning and everybody we've brought on to the culture we've created and it's all with the purpose of leveling up them so they're constantly growing as an account manager or who whatever they are brought on to be and then that will leverage your time up more and that will help your business take off we just had our second best month ever this past month and the first the best month ever was I think two months ago then we ended up raising our pricing prices so we ended up losing some clients as a result of that and that's why we dip back down but now we're right back up again and so don't be afraid to make changes to hire because a lot of people think like I can't hire that $40,000 a year person because what if they don't work out you'll know within the first three months and so then you're really only out like eight to $9,000 and so that person that you brought on within three months should pay for themselves pretty quickly so eliminate automate and delegate hey all right so that was our bonus chapter elimination Automation and delegation whenever you're thinking about something to do and you might even need to do this in your business right now is just do a Time analysis study with Post-it notes do it with a spreadsheet whatever however you want to do it and you need to eliminate things that you shouldn't be doing and then you can automate that with software and I bring that up in the free PPC course because you can automate things like bid management instead of having to do those bulk downloads you can use different tools you can use tools to monitor different metrics for you and then of course our inventory management software profitable Pineapple Express that's another tool that you can use to replace a full-time employee that does inventory analysis we at I love we had we had an employee that did inventory they put it into spreadsheets took them about 10 to 20 hours a week and then when we use profitable Pineapple Express we actually built that for ourselves Randy helped us build it and when we built that it replaced that 10 to 20 hours a week we didn't get rid of the person we just reallocated their time to something that's higher level and we got more accurate Inventory management as a result and the funny thing is when we sold our company the company that bought us got rid of that Inventory management software we stocked out of four of a five best sellers as a result of them going to their Antiquated spreadsheet model that they used and it lost us $250,000 over the course of four months so make sure you automate things with software it's not just about getting the time back but it's also about making your business better as a result all right take a breath four hours in that's that's the free Amazon PPC master class so I appreciate all of you guys for being on for watching if you enjoyed this share it with someone share it with someone that is an Amazon Seller they could benefit tremendously from this free PBC course and you know you'd be doing them a favor so I appreciate you guys all for being on and then we will talk soon