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Recovering Physical Therapist Mike Zagare, who likes to be introduced as the "Creative Guy" from PPC Entourage, talks PPC and Advertising strategy on Amazon. 

Margins
Margins impact profitability.
Scale good campaigns.

Why higher ACOS could be good.

How do you get a higher conversion rate on ppc?

Find keywords that are not converting.
6-7% conversion under performing
Drags down overall performance of overall account.

9-10% is good conversion rate.

Click fraud
CTR spikes. 10x rate spike. Coupled with low conversion rate.
Hurts organic placement. 
Open a case for investigation.
Can give you back money.

Data
More data you look at, 
Top of search converts higher. 
Search  detail pages.
Dynamic up and down or dynamic down or fixed.
Top of search bid modifier

Breakout campaign
Which keywords do we want at top of search.
ASIN Breakout campaigns
Competitive asin targeting, show up on their detail page. 
Need 10 or more orders.

Creative strategy
Display ads product targeting - under valued.
Some categories targeting working well, we didn’t predict this.
Placement of ad is amazing!
Shows coupon
High clicks - high conversion

Changes coming
Mike wants see more DSP options
Wish list - search term report on brand headline ads. Wealth of knowledge. 
Sponsored brand video ads are epic.
External traffic coming
Retargeting

Human Vs robots
Healthy combination of the 2.
Strategy and creative - humans
Rule based software - robots

True ACOS 10-12% target.

Tying in all advertising types into customer buyers.

Fine Mike at
https://ppcentourage.com/
https://www.facebook.com/groups/ppcentourage/


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