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00:00 My Amazon Guy PPC AMA with Mina Elias - Advertising Q&A - July 27, 2022
09:55 Welcome and Introduction of Podcast Guest (Mina Elias)
10:52 Talks about Culture Index
11:45 Take your own Culture Index Survey at myamazonguy.com/jobs
12:00 Discussing Mina’s survey results.
18:50 The benefits of taking the Culture Index survey in the organization based on Mina’s result.
20:14 Steven’s Question: As a fellow Architect and Highly-driven individual, what is key to your 
success in building culture in the business?
20:35 Mina answers his 3 keys to building culture in the business
24:50 Question: If you advertise a product with 2 variations on the same SKUs, what’s the best practice?
25:15 Gives observation and tips on what to do.
26:55 Difference between Amazon PPC and Google Ads
27:02 They are pretty identical. Amazon PPC is inside of the Amazon platform.
27:12 As for Google Ads, it will show up in someone’s search on Google
27:18 Discussing the difference in using Amazon PPC and Google ads
27:38 Amazon has an Amazon attribution that is largely inaccurate.
28:14 Amazon passed Google as the number 1 location for starting a product search. 
28:34  When is the next internship date?
28:36 Steven: Go to myamazonguy.com/internship
28:39 My product is organically ranked on all relevant keywords, but still, my organic orders are only 30-40%. What strategy do you suggest for PPC? What do you think happens?
29:00 Mina: There's no certain golden metric for organic PPC. Explains 
29:10 Gives observation and tips on what to do.
30:06 Steven: Every PPC sale will generate 3 organics over 6 months. 
31:29 Steven: Organic is not producing much because PPC has taken over the search result
31:37 Still worth doing SEO, still highly valuable to get to the top of the search. 
31:47 Please let us know about the product launching PPC Strategy.
31:57 What are 3 things to do with PPC and launching?
32:06 Gives tips on what to do.
33:54 Steven: Never negate a good keyword
34:35 Just consider we launched a product high in demand and low in competition, what would be the PPC strategy 
from the very first day and how much budget should we allocate for the spending of the PPC?
34:55 Work it backward. Explains how to calculate your total amount of PPC
36:17 Can you give guidance with respect to when to use negative phrases vs negative exact? I want to negate a competitor's 
three-word brand name.
36:27 I would use negative exact always because I use it specifically only in the ad group where you seem like a keyword spend is not generating any sales. 
36:52 Negative phrase only if you 100% know that keyword under any circumstance you don’t want to see it.
38:39 I want to ask that my product has four variations (black, red, green, blue) so on which variation would you suggest me to run which campaign? Could you please give me an idea? For how many weeks do I need to run auto campaigns?
39:06 Mina shares what he will do with the given variations.
39:50 What is the best PPC Strategy?
39:53 Steven: Run auto on every SKU all the time. 
40:12 Mina: Start with doing your keyword search and the auto.
41:09 Steven: Giving a live example.
43:58 In PPC, which one is more effective? I bid on the keyword $1, on the other hand, the same keyword low bid with top of search (TOS) placement which makes it relevant to $1 with 0.50 bid and TOS 100%.
44:27 Mina shares his insights.
48:15 How can we increase our organic order ratio?
48:22 Steven: Make your product extraordinarily relevant to that keyword. 
48:38 Mina: Use PPC to rank organically.

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