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00:00 My Amazon Guy Weekly PPC Live Q & A with Matthew Davis
10:05 Introduction
11:49 Things to consider when setting up an SD ads
16:45 What does your PPC audit 
19:02 Why you don’t have to pay much attention to the honeymoon period 
20:55 Use your existing search data to create the most effective targeting
22:45 It’s all about the why; why are you targeting these things
28:48 The key thing is how you organize and structure
29:59 Driving traffic is what Amazon advertising is about, but conversion is the tricky part
31:29 Sponsored ranking is like a leading indicator for where your organic ranking is 
35:42 What you are signaling to Amazon is to be more selected
40:33 Tacos is a combination of organic and advertising
43:55 Three levels of the funnel for any troubleshooting advertising task
45:35 Data is only as valuable as you decide to make it
47:48 Different campaign types show up at different places on the Amazon page
51:59 Lower bids to test on and see how it outperforms
54:48 Adding a plus sign in front and in between words
58:14 Breaking out performance metrics will give you insights
1:02:09 Things to consider when CTR and conversion have been dropping
1:07:06 Why the isolation single Target strategy is not as effective as it used to be
1:09:47 Things to consider when converting keywords into Spanish
1:10:52 Best solution when best-selling variation is almost out of stock
1:13:11  Use some of your own old data to get the most winning behaviors
1:15:13 Best action plan with PPC when back in stock
1:17:55 Example of where “cannibalization” is “cannibalization”
1:19:51 It's going to depend on what the data tells you 
1:22:29 What should you look for when you want a drastic reduction in ACOS
1:25:28 Going for a longer tail keyword depends on what you focused on
1:27:05 Using a broad match modified when breaking down each single root word
1:29:08 How not to get the same information from the sponsored brand from a sponsored product
1:30:36 Your ad won't show up in the same place
1:32:01 Build on where you're already converting, not just impressions
1:34:17 Don't negate them, bid reduce them
1:38:00 Turn the bids up on secondary, tertiary performing variants
1:38:59 The number will be different depending on how much you know the market share
1:42:06 The beautiful thing about conservative bid structure conservative budget structure
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