Episode Details
Back to Episodes#494 - Amazon PPC Optimization, Launches, And Budget Strategies
Description
On this episode, we're excited to have Liran Hirschkorn from Incrementum Digital sharing his expertise on Amazon advertising. He helps us unpack the complex Amazon Marketing Cloud and how it anonymizes data for privacy reasons while still offering a comprehensive understanding of the customer's journey to conversion. We further examine how the platform aids brands in measuring incrementality, particularly those utilizing Amazon DSP ads. Don't miss out as we delve into the Amazon PPC techniques for reaching new customers through upper funnel-type marketing and showing ads to lifestyle markets and demographics.
We continue the conversation by discussing strategies to optimize Amazon ads campaigns. This includes the merits of creating separate campaigns for each target and employing auto campaigns for discovery. We also weigh the pros and cons of negating keywords in both auto and manual campaigns. Pay attention as we explain the potential benefits of lowering bids to secure better placements and possibly more conversions.
As we wrap up the episode, we shift our focus to optimizing sales and advertising on Amazon. Here, we discuss tactics such as increasing prices to slow sales and avoid running out of stock to boost keyword ranks. We look into managing auto campaigns differently and using modifiers to safeguard against broad and exact match keywords. Listen in as we discuss the importance of making incremental changes and evaluating clicks and actual spend data, instead of just impressions, when optimizing campaigns. Liran also offers valuable insights into sponsored display campaigns and other strategies to ensure high conversion rates for keyword ranking. Don't miss this vital conversation and Q&A on Amazon PPC and Marketing Cloud!
In episode 494 of the Serious Sellers Podcast, Bradley and Liran discuss:
- 00:50 - Catch Liran At The Helium 10 Elite Workshop In New York
- 01:49 - What Is The Amazon Marketing Cloud?
- 09:08 - An Advice If You’re Using Amazon DSP
- 11:29 - Auto Campaign Optimization
- 12:12 - ACoS Targets And Examples
- 15:03 - Optimizing For Target ACoS
- 23:53 - Keywords and Budget Per Campaign
- 25:22 - PPC Strategy When Running Out Of Stock
- 26:35 - Using Modifiers For Amazon PPC
- 27:23 - Best Time To Start Optimizing Campaigns
- 33:41 - Amazon Launch PPC Strategy
- 36:28 - More Effective PPC Strategies From Liran
- 41:43 - How To Reach Liran Hirschkorn And Incrementum Digital
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Transcript
Bradley Sutton:
Today is TACoS Tuesday, so we're bringing on another advertising expert to answer all of your Amazon PPC questions, including the latest on product launches and more. How cool is that? Pretty cool, I think. Want to keep up to date with trending topics in the e-commerce world? Make sure to subscribe to our blog. We regularly release articles that talk about things such as shipping and logistics, e-commerce and other countries, the latest changes to Amazon Seller Central, how to get set up on new platforms like New Egg, how to write and publish a book on Amazon KDP and much, much more. Check these articles out at h10.me forward slash blog.
Bradley Sutton:
Hello e