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Highway to Sell: Amazon PPC Insights
Highway to Sell: Amazon PPC Insights episodes
- 46. How to turn around a decreasing conversion rate
This week we are discussing how to turn around a decreasing conversion rate.
Starting with the basics:
- What is a conversion rate and why is it so important?
- What does it mean when a conversion rate is decreasing?
- What factors affect a conversion rate?
- How can you influence these?
Into the detail:
- What else is linked to the conversion rate when looking at a campaign?
- How do competitors and external factors affect conversion rates?
- What else outside of Amazon but within the business can affect conversions? (inventory, stock etc)
- How do customer feedback and reviews affect conversion rates?
- Can conversion rates be affected by technical platform issues, and how do you pick these up?
- Do bots and spammy types of behaviour affect conversion rates?
- Can organic conversions be miscounted as ad attributed conversions and how do you identify this and counter it?
Anything else either of you can think of that would relate to conversions?
- Any differences between DSP and PPC conversions especially on platform vs off platform?
- When considering endemic advertising what counts as a conversion? Is it the click on the ad or the purchase on the third party website? What can be done about bounces in this scenario?
That’s a wrap for this week! We hope you have a great festive break, thank you for listening and we look forward to joining you in 2023! Where has the time gone! If you want to recommend a topic for any of our podcasts next year give us a shout on social media or get in touch via our website with your suggestions. We are always happy to hear from you!
We hope you enjoyed this episode. As always please do share the link to our podcast with friends, family and colleagues. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
41 min - 45. How To Do Competitor Research & Analyse The Market
This week we are discussing how to do competitor research & analyse the market
Starting with the basics:
- What is competitor research and analysis and why is it important to do?
- What is the difference between competitor research on amazon vs traditional competitor research and analysis?
- Why is it worth doing Amazon specific competitor research?
Into the detail:
- What features are there directly on the Amazon platform to support competitor research & analysis? And where can you find them?
- How do the parts of the tool relate to each part of the customer journey, from awareness to brand building, to purchase, loyalty & retention?
- What strategies can be adopted to manage competition?
- How can competitors affect your sales and marketing strategy?
- How does competitor analysis affect the verticals that advertisers list in?
- How can you use competitor analysis to find opportunities in other markets or regions?
- What tools are available to help with Amazon competitive research and analysis?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
21 min - 44. How To Take Advantage of the Brand Metrics Console on Amazon Advertising
This week we are discussing how to take advantage of the brand metrics console on Amazon advertising.
Starting with the basics:
- What is the brand metrics console and where can you find it on the Amazon Ads platform?
- Is this only available for PPC or also DSP ads?
- What key metrics are easy to find here?
- When would a seller be likely to find this area of the platform most useful?
Into the detail:
- What are the key indicators on the brand metrics console that help to identify areas of brand reach and where you can strengthen or improve this?
- How does the brand metrics console support you as an advertiser in identifying opportunities for subscribe and save or other offers
- What features are there available in the console that are useful and what part of the funnel are they useful for targeting?
- How can the awareness index help with brand strategies and approaches?
- Why would I want to use this tool as it says it is in beta? Is it reliable and safe to use? Or would I just be wasting time and money on this?
- How does this tool help with the efficiency and effectiveness of my ads?
- What else do I need to know about this?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
30 min - 43. How To Forecast sales on Amazon
This week we are discussing how to forecast sales on Amazon.
Starting with the basics:
- What is a sales forecast and how are they useful?
- What tools are there within the Amazon platform to support sales forecasting? Tom
- Are there any external tools that are also worth considering when looking at forecasting sales?
- What external factors need to be considered when forecasting sales?
Into the detail:
- What stats are most useful when trying to forecast and predict sales?
- Is looking back at the previous period or the previous year most useful?
- What other predictors can be used to forecast sales?
- What makes sales forecasting unpredictable or unreliable? And how can you avoid falling down these traps?
- How accurate are sales forecasts usually?
- What can you do to accelerate sales beyond their predicted forecast?
- How can you identify what helped to boost sales when they exceed their forecast and how can you recreate that for other periods or years?
- When Amazon run their own “sales” events how does this affect sales and forecasting?
- How do you manage sales forecasting based on where a product is placed in it’s lifecycle position? (early adoption, late adoption, growth, peak, early decline, mid decline and ready for retirement)
- How do you identify your cash cows from your start products etc for the sales forecasting and make the most of these products`?
- What other profiling of products can be used to support the sales forecasting process?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
33 min - 42. Our Experiences with Audio Ads on Amazon DSP
This week we are discussing our experiences with audio ads on Amazon DSP
Introducing Amazon DSP for those who don’t already know what it is:
- What is Amazon DSP and under what circumstances is it most helpful to businesses and brands?
- What types of ads are offered by Amazon DSP advertising?
Moving on specifically to audio ads on Amazon DSP:
- Where are audio ads on Amazon DSP found?
- Why should you consider using them?
- How can they support the sales process and which part of the sales funnel are they best used for?
- What makes a really good audio ad?
- Do you still need to include images in audio ads? If so why? Who is going to see them and where?
- How do people interact with an audio ad?
- Is there a winning formula for getting results with audio ads? How long should they be, what should be in the first 10 seconds for example and when should you include the CTA? Should you put the offer in the audio ad or in the image text or accompanying image?
- How are you finding the results of audio ads vs say video or image ads?
- What features are missing from audio ads that you would love to see Amazon adopt?
- And what issues have you found with Audio ads so far? Are there any gotcha’s that are to be avoided when using this type of ad?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
29 min - 41. How to make an Amazon storefront that people actually want to visit
This week we are discussing how to make an Amazon storefront that people want to visit.
Starting with the basics:
- What’s the difference between a store front and a listing or search page?
- What is your storefront for? Are there different purposes and usage scenarios for it?
- How can it be useful to a business or brand? And how does that translate into usefulness for customers?
- How to get started with a Brand Store?
Into the detail:
- What key features should a really good storefront have? And what really helps make one stand apart from the rest?
- What can you do to your storefront that many people may not know about or realize is possible?
- What are the best products to feature in your storefront? Should you put your most popular products or most profitable?
- How can storefronts be customized for seasonality and is this worth doing?
- What impact does the storefront have on advertising? Can you advertise your storefront rather than a specific product and can this influence sales better than individual product placements?
- How can storefronts be used with DSP advertising or are they not relevant at all at that point since they are off platform…
- What are a few of your favorite storefronts to point people to that are absolutely amazing and are something for other businesses and brands to work towards?
- Can you include offers and deals specifically for those who visit the storefront?
- What makes a storefront so memorable that customers go there just to see your latest products?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
37 min - 40: Webinar - International Selling & Logistics
Hear all about the best ways to manage, handle and process your Amazon sales from advert to delivery with this top-tier panel discussion on international selling and logistics. With special guests, Nick Penev from Hello Tax, Jana Krekic from YLT Translation and Pearl Ausch from Frisbe. During this session, you will learn some of the most effective approaches to handling common challenges such as increased shipping costs, just-in-time delivery to your customers and how to handle the logistics of delivering the products that you have sold.
Clear Ads is delighted to bring together some of the brightest Amazon-focused advertising agency minds from around the world to help you learn from their experiences and expertise.
By the end of this 90-minute free webinar, you will have a much better understanding of what you need to do to meet the needs of an international Amazon seller and manage the logistics of doing that.
1 hr 13 min - 39. Planning for Q4
This week we are discussing what’s coming up in Q4 and whether it is too early to launch PPC for Xmas 2022…
What’s in the events calendar for this quarter?
- Halloween
- Bonfire night (UK)
- Thanksgiving
- Black Friday
- Cyber Monday
- Christmas
- New Year
- January Sales
What other events should I be considering that Amazon have in their events calendar and how do I find their calendar of promotional events to get my products listed?
Is it too early to start looking any further than Halloween right now?
What can I do in preparation for these events? Should I be looking to plan my offers and discounts?
What should I be doing with listings in terms of seasonal optimisation?
How can I plan my budget to get the best outcomes for these events?
What have you seen work for seasonal products that are in season and for that matter out of season?
What are expected to be the most popular categories for this quarter?
How do we manage inventory and shipping during this period? So that we don’t run out and can predict the demand?
Any other tips and tricks?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
31 min - 38. How do I stop my PPC ads cannibalising my organic sales?
This week we are discussing techniques that ensure PPC advertising doesn’t damage your organic sales.
- We define organic sales vs PPC advertising sales.
- How do you distinguish where the sales originated from? Where can you find this data within the Amazon platform?
- What can cause your organic sales to clash with your PPC advertising?
- Can you really damage organic sales? Or is this just a myth? And what are the symptoms?
- How do you reverse the damage to recover your organic sales? And what should you then do to adjust your PPC ad campaigns to ensure you don’t cause more harm than good?
- Why does this happen? And how can you avoid it in the first place?
- Are there any specific tools that you can use to assist with avoiding these pitfalls?
- If you could suggest 3 key things to monitor to ensure that you don’t damage your organic sales what would they be?
- What examples can you give of this happening and the ways in which you have seen a decent recovery from it?
- If someone has seen this happening to their products but doesn’t see how they can resolve the issue can they come to us and book our expertise to resolve the issue on their behalf and how would they go about this? What size of account does it need to be and who would they need to contact?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
22 min - 37. 15 Things About Amazon Selling We're Tired of Hearing
Have you ever thought if I hear that question one more time I’m just going to scream? Well this week we are discussing the 15 things about Amazon selling we’re tired of hearing? So that if you come across these key questions you can send them to this podcast and they can get all the answers to the 15 most common questions about Amazon advertising that are likely to come up…
- Are Amazon ad campaigns worth it?
- Can I advertise on Amazon if I don’t sell on Amazon?
- What is the most profitable way to sell on Amazon?
- What is Amazon PPC?
- How long does it take for Amazon PPC to work?
- How many keywords should I use with my Amazon Ads?
- Is it free to advertise on Amazon?
- Why is advertising on Amazon important?
- What is Amazon DSP advertising?
- Where do Amazon DSP adverts show?
- Does Amazon use Programmatic advertising?
- How do I run an effective ad on Amazon?
- What is the best time to run ads on Amazon?
- Why can’t I get my products to no 1 in my category?
- How can I increase my sales without spending more money?
Thank you for listening. If you enjoyed this episode and think it would be useful to your friends please do share the link with them. And if you or someone you know is interested in having us work on your advertiser account, book a call with us through our website https://clearads.co.uk and we will be happy to hear from you.
31 min
About Highway to Sell: Amazon PPC Insights
From the publisher's feed
Explore 'Amazon Ads Highway to Sell,' a vital podcast for advanced Amazon sellers and FBA entrepreneurs. Every fortnight, we delve into Amazon PPC, DSP, and Seller Central, offering expert insights to…
elevate your RoAS and ROI. Our episodes feature strategic advice, real success stories, and exclusive interviews, empowering you in the realms of Amazon advertising, marketing, and entrepreneurship. Stay ahead in the competitive Amazon marketplace. Subscribe now for transformative tips and industry-leading knowledge to revolutionize your Amazon business journey!
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