Kinetic PPC With Casey Gauss Of Viral Launch
Hey, we’re about to dive into a super info-packed episode of the podcast with Casey Gauss of Viral Launch. We’ve worked it out with Casey to get our Amazon Seller Podcast listeners a huge discounted coupon code for Viral Launch’s latest tool, Kinetic PPC.
SPECIAL COUPON CODE: LHKinetic19
When you use our special code LHKinetic19 you’re going to get 28% off the monthly price. AND 40% off the annual price of Kinetic PPC. But this is only good for about the next two weeks.
After the two weeks is up, it’ll still give you 15% off, but you really want to lock in this 28% monthly or 40% annual discount. It will end up saving you hundreds if not thousands of dollars over time. If you continue to use Viral Launch’s, Kinetic PPC tool that they just recently came out with, that’s LHKinetic19. We’re going to be talking about this tool in this episode to get you more information about what all it does.
“The best indicator of where a product is going is where it’s been.” ~Casey Gauss
(04:05) Casey discusses the importance of looking at trends:
Yeah, that’s actually in keyword research. So in keyword research, we’re showing the search volume trend for particular keywords. So that you can see like, okay, I’m thinking about getting into the fish oil market. Well, two-thirds of the words are dropping by 15% in search month over month. So yeah. And that’s actually a kind of a, a true statement for a bunch of these fish oil keywords. Like fish oil, Omega three 46,000 searches a month. It’s down 20% month over month.
So, yeah, yeah, I mean like one thing that we really try to preach that I feel like not enough sellers are paying attention to. The best indicator of where something is going is where it’s been. And if you’re not paying attention like you, you might’ve jumped into fish or fidget spinners in like February of 2017 when things are just blowing up. But what you didn’t see is that like the price was actually declining like significantly.
(10:06) Casey discusses his brand new tool Kinetic PPC
I’m thankful for the insight that we have. So like traditionally I think a lot of big brands as I go on some of these strategy calls with other brands that we’re not even working directly. But a lot of these brands, like their perspective from retail, is like, okay, we just need to pay for the shelf space. We just need to pay to be on this end cap. Like we’re paying for position. And that position drives the majority of our volume.
And the difference on Amazon is no one’s paying attention to organic. So they want to pay for that volume PPC. But they, they aren’t paying attention to the organic pie. And like the majority of third party sellers know that there’s more organic opportunity than there is PPC opportunity.
(13:52) Casey and Liran discuss the flexibility advantage third-party sellers have over big brands.
I’ve seen the same thing with bigger brands, even from, making a change to their title or every small thing needs to go through legal. Or it needs to get approved. Or if people have to look at it, I think the bigger you are, the slower you move. And that’s a huge advantage that small sellers have is that you see a keyword that you need to target. You can just change your title and do it right away. Or targeted PPC versus talking to the brand manager or the Amazon head of search person or something at the company. So, I think that’s where third-party sellers still have a huge advantage.
So I can just add one more thing. so another advantage to the third party seller is, is the flexibility. So for example, some of these brands predictability is more important for them in a lot of ways. The end results. So we have some brands where we have to commit. So like monthly KPIs. We asked to commit to monthly spend and results on products that may not have even launched at this point. And so there is difficulty in a sense like, we can’t go and do these experiments.
So, hey, let’s try to drive ranking for this keyword. Let’s try to do this, let’s try to do that. Or let’s see how this works. Like, we have to commit to we think that we can hit these goals. So it restricts a brand’s ability to experiment and really, again, focus on driving results over everything. Which is a huge opportunity that the third party sellers have. So I think brands are changing there.
(19:50) Find out why bidding is not always the right lever to pull when researching ad placement:
Yeah, so something that a lot of people just, aren’t acutely aware of is there are two real levers when it comes to PPC. Well, there’s three. Most people pay attention to bid, and not enough attention to the budget. And so basically if they want to drive more traffic for a keyword, let’s say felt letter board is doing well for you. What they’ll do is they’ll increase their bid. And what increasing your bid does is it does two things: It changes your position where you show up on the page.
So if I searched felt letter board, you might be showing up in the fourth ad position, just usually the middle of the search. and you’ll, you’ll change which product pages you deliver on. But if you increase your bid, you change your ad position. And a lot of times what we’ll see is like a different ad position or section. So moving from position seven and six, you will see a night and day difference sometimes in your click-through rate and your conversion.
And so you might be performing way better in the seventh ad position and people are like, well, I want to drive more sales, so let me change my budget. But that, that by changing that budget, you deliver in a new ad position and that might be more expensive. So your ACoS isn’t as good. Sorry, by changing your bid, you’ll change your ad position and now you might not be delivering as well. You might be delivering better.
(26:58) Casey discusses why Kinetic PPC is unique
I’ll share what we’re getting good feedback on and also how we tried to build it. So, one major thing that we’ve tried to build into this is like paying attention to how PPC is impacting the organic. So being able to chart out PPC, the relationship between PPC spend and organic sales. Or PPC profit and total ACoS. So like you have the ability to see organic sales and PPC data kind of all in one. Being, yeah, just having that context and you can see that in our rules as you build out your campaigns.
I think it’s really important having that product context within PPC. Another big thing, and this is where I think the majority of people really like about Kinetic. We’ve been getting a lot of good feedback on. So the way that we built Kinetic PPC as like, everyone has different PPC strategies. And some people do it this way, some people do it that way. Some people look for at least, 30 clicks on a keyword before, I turn it off if it hasn’t gotten a sale. Like everyone is different.
We built this like really powerful, really flexible rules engine that allows you to take whatever your PPC strategy is and to automate that. And so there’s a lot of flexibility around being able to say, okay, for keywords that have at least 5,000 searches per month and are running below my target aid costs have driven at least two sales from my auto campaign, move them into this campaign. But if they have under 3000 searches a month, add them to this campaign.