PPC Strategies and Tips
Amazon Sponsored Ads! You know they’re important but are you using them correctly? We’re covering mistakes, tips, PPC strategies and more in this episode.
We are about to hear how important having good PPC strategies are to a private label business and things you should be doing and what are the recommendations you will hear is that you really should be optimizing your Amazon listings before you spend a whole lot of money on sponsored ads that don’t end up converting as well as they could and.
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So go to amazingfreedom.com/magic and get that taken care of before you deep dive into your Amazon sponsored ads.
I am Nathan Slamans joined today by Liran Hirschkorn and a special guest Johnny. He’s a little bit secretive so we won’t give his full information. We will learn a lot of stuff related to Amazon Sponsored ads, in the area of PPC strategies. This is a topic that we cover a lot on the podcast but not a lot in details. We have a few episodes about sponsored ads and PPC. But today we’re going to hit on some details. Some of the most important things you need to know about sponsored ads.
Nathan: Liran, this is a topic that’s really close to your heart. You actually created an entire course called the PPC blueprint course that’s part of the amazing freedom umbrella courses. People get access to when they join our main course. So it’s something that you spent a lot of time on, right? You spent probably tens if not hundreds of hours looking through your own sponsored ads, other people’s sponsored ads. And just learning the process and I think that’s because you realize how important it is, right?
Liran, can you talk a little bit about what sponsored ads have been like in your own business? Just to give people a little bit of a backstory of how important they are to your business. Then we’ll hear from a PPC strategies expert who focuses just on PPC basically and his take on it.
Liran: Sponsored ads have been really important in my business and I think probably for a lot of private label sellers. It’s because it gives you that immediate visibility that you want to get as soon as you have your product live on Amazon. You’re not going to necessarily be on page 1 for your targeted keywords right away. But using sponsored ads can get you to be in the first page for your targeted keywords right away. But not only that, I feel like sponsored ads have been a catalyst to grow my customer base to get more sales. This results in more reviews which also results in a better organic positioning.
Everybody has a different view of sponsored ads.
For me, I’m happy as long as I’m breaking even or better on my sponsored ads. Because I know that it fuels a lot of the other successes I have by fueling organic sales and again reviews. I think it’s a really important aspect of every private label seller that they should be utilizing sponsored ads. Then obviously have the skill set or an expert managing it for you. I think it’s important because you can also waste a lot of money with sponsored ads if you’re not doing it right.
Setting up automatic campaigns thinking you’re going to leave it and forget it. Which we’ve seen a lot of sellers do. I’ve seen a lot of sellers just set up campaigns just with exact matches and then they’re kind of concerned that they’re not getting enough impressions. So understanding the match types, the bidding, automatic campaigns, manual campaigns. And the gamete of what sponsored ads, the ripple effects of sponsored ads I think is a really important aspect of solid brand building on Amazon.
It is so important that this is something we’ve been talking about for a while. And it led to us this year actually coming out and saying that we would have an Amazing Freedom PPC Agency.
We’ve been helping several sellers with their sponsored ads. It’s been going really well and then recently we went out and got some really great people to join our team to help us manage it. One of them being Johnny who is going to be talking with us just in a second about some of these common questions that we get. As well as things that every private label seller should be aware of.
I know many people have gone and checked that out. So if you’re interested in having us help you with your sponsored ads, you can go to amazingfreedom.com/PPC. We do full sponsored ads management. So if you’re interested and might want to take a little bit more of an expert approach to managing their sponsored ads, we can help with that. We brought on one of our PPC strategies expert to talk to us about sponsored ads so our listeners can get the details and the correct information when dealing with sponsored ads.
Nathan: Johnny, I think I was talking to you the other day and you said that you were a self-proclaimed PPC nerd, right? That was the wording that he used, not my own, I would never call him that but he calls himself a PPC nerd and we’re probably gonna find out why, it seems like he eats, breathes and sleeps PPC which is a good thing when it comes to someone that’s helping you in running your PPC and Liran, I think that Johnny now is helping you with your own ads as well because this is something that you feel so important so Johnny, why won’t you give us a little bit about yourself, how long you’ve been working with ads in general, maybe it goes back before Amazon, how long you’ve been working with ads and then specifically how long with Amazon sponsored ads?
Johnny: I started a little bit over 4 years ago, I actually started out on Amazon myself, I was learning a little bit about it and I decided to start my own private label business and it actually didn’t go too well. I started out with computer mice and I quickly learned that electronics was very difficult and very expensive but during that time I started to already pick up some things about Amazon and a little bit of PPC.
And after that failure, I decided that I really liked the Amazon space and I saw a lot of potential in it. So I starting taking on just some really small jobs for people I know if they were looking for help with their PPC. I was like this sounds kinda interesting and so I would take on a couple jobs and on thing kinda lead to another and I’ve been doing basically just Amazon PPC ever since that day and I’ve managed hundreds of thousand dollars in ad spent per month and I still do and I’ve worked with several top 100 sellers as well, still managing their accounts. Basically, Amazon PPC is my life, like you said.
Nathan: Awesome, well I know you’re definitely knowledgeable on the subject and so what I wanna get into now is just some of the questions that we feel like we hear the most when it comes to people talking about PPC. Whether it’s in questions coming in from our podcast listeners or people in the Facebook groups, misinformation that we see in a lot of the groups out there.
So we want to get someone that like you said manages top 100 Amazon seller accounts, manages hundreds of thousands of dollars in ad spend every month. You’re seeing things that the average seller, even a big seller, even a seller who spends a lot like Liran, he’s only getting a narrow view, he’s seeing his own, you’re seeing more than that, right? You’re seeing many people’s accounts.
Johnny: That’s correct, I’ve managed probably hundreds of accounts over the last couple years and I’ve seen all the different niches that you could probably imagine from toys to electronics to supplements, just about anything you could think of.
Nathan: Awesome, That’s why we brought you on because you are the man when it comes to that and so let’s get into some of these questions. First off, you said you’ve been doing this for about 4 years, why don’t you just tell our listeners, maybe for people who have been doing this for a while and newer people, how have you seen PPC with Amazon and Amazon Sponsored ads, how do you seen the landscape kind of changing over just the past year, are things different than they were one year ago, what’s your take on that?
Johnny: Things have definitely changed, I know you just wanted a year ago but just to briefly head on when I first started, you could throw up keywords that you know 20-50 cents and you would be on the first page for almost all those keywords so you could set a default a bit – 50 cents, let it ride and you’ll be breaking in a lot of sales and A-cost will be good and you basically didn’t have to do anything and then over the past year in particular, the competition has increased significantly, the cost has increased significantly so now if you’re not following a correct strategy and really staying on top of the PPC, it can get away from you and become extremely costly. The biggest way it has changed is definitely the competition and the cost. Of course, the platform changed a little bit as well but the cost is the biggest thing.
Nathan: Awesome, that’s why we’re always talking about this, always trying to help our customers get better at selling in their sponsored ads because if you fall behind, it’s easy to waste a lot of money, I think we’re gonna talk about that in a little bit but before we get into that, let’s just cover some of the most common mistakes because maybe you’ll cover what I was gonna ask. Let’s cover some of the common mistakes that you feel like, you said you’ve managed hundreds of campaigns so as you first start to go in and manage someone’s campaign, I’m sure that you can look at their campaigns and basically see some of their histories, some of the things that they’ve done wrong, so don’t you tell us some of the common mistakes that you’re seeing people make when it comes to their Amazon Sponsored ads that you can think of?
Johnny: Probably the most common out of everything’s I can tell l that it just hasn’t been looked after, what I mean by that is you’ll see a keyword that spent hundreds of dollars without a single sale and the bid is still at a couple of dollars so they’re basically spending money and it hasn’t resulted in a single sale and that could be over even months, you haven’t even noticed you spent thousands of dollars on a single keyword and no sales. That’s definitely the most common where you can tell that nobody has just paid attention to it but there’s a lot of other problems as well. Such as people trying to follow the latest and greatest strategies, there’s always different strategies out there. I’ve noticed that people will just jump right on those without looking at their own situation and learning their own niche and where their goals are. I’ve also noticed people that have put in negative phrase match types where they should have put in negative exacts and they cause their whole campaign to be basically shut off. There are just countless mistakes that I can say but those are definitely the most common.
Liran: Johnny, you mentioned goals, why is it important, I mean, obviously my goals is to advertise my products and get sales. Why is it important to sort of know what my goals are when it comes to PPC? Why should I even think about that and base my strategy on goals? Isn’t the goal just to get sales?
Johnny: That is correct, I guess some people think it’s just to get sales but not everybody can afford just to get sales. So if they’re a new seller and they’re trying to break in let’s say the supplement space or something like that, you have to be aware of where you’re trying to go that if you’re trying to dominate one product category then that will require a different strategy whereas if you’re trying to just slowly build in to that category, that will require you a different strategy, there’s just a lot of different strategy depending on where you’re trying to get to, I wouldn’t say just getting sales is a good goal because you’re gonna be losing a lot of money.
Liran: Right, so there’s a sort of life cycle to a product and sort of understanding that and knowing that maybe when I’m in launch mode for this product, I’m willing to,1 – I understand that I’m not gonna be instantly profitable with my PPC because I haven’t tested keywords yet and 2- maybe I’m willing to lose money, maybe I’m willing to lose significant amount of money, like you said if I just wanna break in and get those initial sales on a product then have visibility versus a product that I’m ranking really well organically, it’s getting sales and I don’t necessarily need to be at a 50, 60, 70 % ACOS on that product. Understanding what your actual goals are with the product like you mentioned I think is kinda the first step to knowing what kind of strategy you want to implement.
Johnny: Yes, that’s correct!
Nathan: Awesome, hey Johnny you mentioned, I’m going to put you on the spot here if you can’t think of it, don’t worry but you mentioned some of the latest and greatest PPC tricks or tactics or whatever silver bullets that people go after.
Do you have an example of just one of those on top of your head that you can think of that you know kinda circulated out there that a lot of people were all trying it and it worked for some people but then for others, they should never have tried it because of their niche whatever? Can you think of anything, if you can’t that’s alright?
Johnny: There’s definitely a lot of them like for example, I don’t wanna call out any articles or any people but there are some things floating around that you should put all the different keywords and all the different match types in their own ad group basically and this can work but it’s kinda consumed so much of your time and you won’t have time to focus on getting the other keywords, some impressions that I see it as almost going backwards whereas it’s not that it wouldn’t have worked but it just consumes so much time and overcomplicated things that didn’t really need to be done and you could be focusing on other areas of your business.
Liran: Johnny, talk to us about your opinion on, I’ve had this and I know other sellers and people have asked about this, you open up your email and it’s like from the Amazon Sponsored ads team, we want to optimize your ad campaigns and it sounds like a great offer but should you actually do that? Does Amazon have a different goal maybe than what my goal is? Are they just trying to get me to spend money? Is it worthwhile to follow their recommendations? I see they give you bulk uploads of changes to your account? What have you seen in terms of taking up Amazon on those offers?
Johnny: Yeah, that’s a really good point. So a lot of the people I’ve worked with have received emails like you said, from Amazon reps reaching out offering to build different types of campaigns, offering these tools and every once in a while, they would provide some sort of data that could potentially be useful, but when they offer to build a campaign for you, I would highly advise staying away from that, because I have had several other people that I have helped go through with that to give it a try and it just costs a massive disaster in their campaigns and costs them thousands and thousands of dollars and it was very difficult to get back so I would advise staying away from that – the Amazon guys because they’re basically there to make Amazon money, and not make you money.
Liran: Right. That makes sense. And you know, these are kind of the same things we see before major dates like Prime Day and the holiday season – Black Friday, Cyber Monday. You get these emails from Amazon, hey it’s the sponsored ads team, you should be raising your bid, you should be raising your budgets. How do you know to follow that? I mean, obviously, if all your competitors are following that and raising their bids, that means that you may not have the same place that you had prior to Amazon setting up these emails. But what they’re doing is maybe forcing, sort of artificially raising bids and budgets, right? They’re encouraging sellers to do this. So, do you do these kind of things before these major dates?
What would your advice be to – how do you manage things like raising bids and budgets before major seasonal events?
Johnny: Yeah, that’s a great point and that’s again, why I wanted to emphasize that it’s so important to know your own goals because Amazon just this past Prime Day, like you mentioned, reached out, and kind of artificially raised a lot of bids and like you mentioned as well that if you don’t participate in that, you could potentially get left behind but also if you don’t have the capital for that, if you’re not quite in the stage of your business then maybe you don’t have the ability to participate in that, so maybe you then wanna just focus on certain long-term keywords that you think won’t be as competitive. So that’s why it’s really important to know your goals. Some bigger companies, yeah, they have to participate in things like that and stay competitive, and they’ll lose a lot of money. It really just depends on what you’re going for.
Nathan: Alright, great information. Johnny, you talked about some of the common mistakes that you see when it comes to PPC strategies. I wanna ask first if, for most of our listeners are private label sellers, right, either they’re getting into it, or they’re current sellers. How important is PPC to them? Is it a must, and then follow-up to that, you talked about the common mistakes some people might get scared of. Why don’t you just go over some of the reasons to use PPC in general. Your basic reasons why a seller should use it.
Johnny: Yeah, of course. For private label sellers, I would definitely say it’s essential. Back when I first started, it was possible that you could get a product up there, get a few reviews, and potentially receive some sales without PPC because it wasn’t very competitive. But now, with the way that Amazon is going in the amount of competition that’s coming in. If you’re not running PPC, you usually get almost zero sales, and then, you slowly get discouraged and then, you don’t really wanna continue. So first of all, I would say that Amazon PPC is essential to private label sellers.
Now some of the reasons that you would want to use PPC would be, to help with your organic ranking, because if you get your sales velocity up, you get your reviews up, you get your conversions up, then that will help you with your organic ranking, or just launching a brand new product. I usually like to – now this is a highly debated topic, but I usually like to get at least one five star review if possible before I turn on PPC, and make sure the listing is completely ready to make sure the pictures are very good, the listings really good, and I like to do that because I want the conversions to be really good as soon as I start driving traffic to it. I don’t wanna drive traffic to a listing that’s not ready because then it will all just cost you a lot of money and Amazon won’t like this, not converting well, and then your campaigns kinda get penalized. So that’s what I usually do when launching a new product.
People also use it to hold your ranking. So let’s say you’ve been selling a product for quite some time, and you’re on the first page, you might wanna keep the sales velocity up so that you don’t lose that ranking. People also use it as a brand defense, or brand offense, and what I mean by that is, brand defense is, there’s other sellers out there that are always trying to take you down especially in the competitive niches such as supplements and health and beauty where they’re actually bidding against your brand keywords and so you wanna make sure you’re vetting against your own brand keyword as well sometimes to make sure that they are not pushing you out of the market and again this has to do with your goals and your overall strategy.
You can also do brand offense like I mentioned which is bidding against other brand names to try to take away part of their market share, it’s really difficult to do sometimes but it can be done if your product is a better value, looks better, has something better to offer. You can also use PPC for target audience research which basically means you’re testing keywords and you’re trying to figure out what type of audience is interested in your product and you can also use PPC for seasonal promotions, say Christmas gift or thing’s of that nature.
Nathan: How often would you say for the average person that you work with or even with just the average private label seller, let’s say that our average listener, average private label seller, how often would you say that they should be checking their Amazon sponsored ads?
That was one of the biggest common mistakes you said people make that they’re not checking it, what’s the right number? Should it be every single day, once a week, once a month, how frequent do people need to be checking their ads and their bids all of that?
Johnny: I would say you need to be checking it on a daily basis and the reason why I say that is a lot of sellers won’t notice that their credit card will fail on the sponsored products and it will be, it could be a fail for a week or two and they’ve lost tons of ranking during that time and it’s really hard to get that back. Something as simple as that could be missed if you’re not at least checking on it daily. As far as optimizing, you don’t wanna make bid adjustment too quickly because then you won’t be able to see what happened. We usually do bid adjustments and ad negatives on a weekly basis. I wouldn’t drag it out much further than that because then your competition is kinda leaving you behind. So I would check it daily and optimize, adjusting ad negatives on a weekly basis.
Nathan: Okay, that makes sense and I think one of the most common questions that we see in the different groups or just people talking about it and I think it’s because there’s frequently new tools coming out is what are the most common tools that you’re seeing either yourself that you use or just other sellers using and are there any ones that you feel like are more helpful when it comes to sponsored ads and just tools that help with campaigns?
Johnny: Yeah, there’s a lot of great tools out there that will help with your campaigns. If you’re looking for just something to monitor your results, you may be looking at something such as PPCscope or Sellics, there’s a bunch of those out there, there are keyword tools out there that we use such as Viral Launch, it’s called Keyword research and it’s really good. Those are some of the tools, there’s also a lot of the automation tools out there that are coming up recently such as [00:23:50] and Tycametrics and Ignite and there’s a whole bunch of them now.
Liran: There are some tools on the market also that are promising to automate your entire PPC process and do you think that’s a possibility to turn on a software tool maybe put in some targets, maybe target A-cost or things like that and just let it run on its own? Do you think the tools are good enough at this point or if not what do you think are some of the potential downfalls of turning something on like that and a complete automation tool for PPC and just letting it run?
Johnny: Yes, I would be very careful with these automation tools because like you mentioned a lot of people think that you can just turn them on and let them run.
Well the problem with that is sometimes they’ll recommend keywords that are not even relevant to your product and people will just click add, add, add and they’ll fill up your campaigns hundreds of keywords that are not even relevant to the products and that could help conversions and then also a lot of the sellers that we worked previously had just really bad results from those automation tools because they set them and thought they could forget them.
And while the tool might help with vetting, it’s not exactly, it doesn’t understand your strategy fully so even if you decide an automation tool, you still need to spend many hours understanding that tool, how it works, make sure it’s set out correctly, make sure the campaign is structured correctly, making sure you’re keywords are really good and also a lot of this automation tools are still really new so if one little mistake or one little software bug happens it could potentially again cost you thousands of dollars because if it raises just one bit out of those thousands that you have in your account and it makes a mistake and puts to that $10 or something, it could be running indefinitely and you wouldn’t know and you would just be spending money. I definitely advise against setting automation tools and leaving them.
Liran: And one of the things that I found as far as tools, even tools that sort of pull in some data is that looking at the search term report manually can still be really helpful even if not directly tied to the campaign and
What I mean by that is that you can sometimes find impressions for search terms that customers are typing in that could lead you to your next product. I’ve come across this, I’ve actually brought in products based on impressions I’ve gotten for PPC.
So if you think about if you sell a tumbler and it’s black but you’re getting a ton of impressions for blue tumbler, you know that you should maybe bring in that color variation, I see there’s been a thousand of impressions on my last search term report and while it’s not relevant to this products, I should bring that in because I can get a lot of clicks and if I had that product, I could convert well. I think you’re definitely missing something if you’re also not at least looking at the search term report once every month or so. Even if you have a manager or if you have a software that you’re using, you should look at that report yourself too because it can help you uncover some new product opportunities that you might be missing out on. I definitely don’t think that at this point there could be an entire hands-off process and if that was the case then you probably have lower bids and better conversions and better conversions for most sellers but what we see is not exactly the case even with those automation tools.
Maybe you can talk a little bit how you’ve seen the combination of sponsored ads and now a lot of sellers using headline ads. Maybe you can talk a little bit about over the last year, headline search ads have gone very popular a lot more, sellers have access and they’re using headline search ads. Maybe you can give us some things around the best utilization for headline search ads and how you can use that to amplify your business.
Johnny: Yes, headline ads are definitely very important because in a normal sponsored products ad you can’t do anything that describes your brand and you can’t differentiate yourself from the competition so basically you only have your picture there and your title and you’re trying to relay your brand message through that and that’s kinda hard to do sometimes. With headline ads you can actually relay your brand message or you could talk about the features that your products have that are maybe better than your other competitors, you can just hit on a lot of different things with the copy and with the pictures up there and you can also be at the very top of the page so that’s important as well so it can be the first thing that shoppers see when they type in that keyword. I definitely think headline ads can be a valuable tool as well.
Liran: Got it, and do you have any strategy, I know you could test out doing just 3 products on a landing page, you can send people to your Amazon storefront, you can have 10 products there. I mean is it mostly like testing that really drives ultimately how you optimize it? Because you don’t get as much search term data the way you do with sponsored ads.
Johnny: That’s correct, it’s a lot of testing and a lot of research for that. Some of the bigger brands will use headline ads because they know, they won’t convert as quickly as sponsored products has but they know they still want to get the brand message out there kinda like a “Coke” at the back of the football stadium or something like that cause they know that shoppers will keep seeing it. Now, as far as particular strategy is like you mentioned, the testing is really important because sometimes the product pages will convert really good, sometimes the store pages will convert really good, it’s a lot of split testing basically and then we will usually pick the best one and then put more money behind that one or some of the bigger companies will continue to run several of them just to continually try to get the better conversion.
Liran: Just to get that brand awareness out there, right? Because big brands have budgets just around brand awareness not necessarily looking specifically at how much is it converting into sales per say.
Johnny: That’s correct, they want the brand awareness out there and they’re not necessarily worried about it turning into conversion rates basically.
Liran: Maybe you can talk a little bit about Bitplus, we love to hear your opinion on that. Again it’s one of those things that Amazon pushes a lot partly I’m sure because again you’re giving them he permission to increase your bids by up to 50% to get placement.
But if you’ve seen that to be a good strategy in order to get that better placement where you can possibly have better conversions and maybe even a lower bid or what’s your general opinion on this, is this something you’re testing when you’re working on campaigns?
Johnny: Yes so Bitplus is highly debated because it ultimately is trying to make you spend more money to give Amazon more money. Now with that being said, we have found some use cases for it so usually larger brands or intermediate brands can still use it to try to rank at the very top position for a certain keyword. When you use Bitplus you just have to be careful and you want that keyword to be in it’s own campaign because you wanna be able to control the budget because you don’t want that one keyword or you don’t want Bitplus running for all the keywords in your campaign basically because then you’ll be spending a lot of money but there is a use case that you can use bit plus separated out if you want to be sure you’re on the top spot. We’ve also noticed cases where if you’re just normally bidding on a keyword and say you put $10 in there or whatever and you’re trying to get the top spot but you don’t have Bitplus on, you may still not get that top spot or as some of the other sellers could be bidding $5 and have Bitplus on and actually received the top spot because they are using Bitplus and we’ve noticed this several times.
Liran: Got it, so Amazon favors that for getting the top spot and that’s a great tip about isolating that specific keyword because you may have 10, 20, 30 keywords in an ad group and maybe one or two of them are your most important most relevant keywords directly to your product then those are the ones you would wanna test on a bitplus not all of them and you don’t want it to eat up your entire campaign so it’s a great point about isolating those bitplus keywords into their own campaign to test whether or not that works for you and you know there is a report called he placement report that you can actually see the exact results for anything that you’re using bitplus for and that’s showing up at the top of search and you can see what your A-cost is and what your actual cost per click is and so if you’re using bitplus you definitely want to look at that placement report to see if I am getting enough better conversions in the top position versus what I was getting last month on the bottom of the first page or in the second page or whatever at a lower bid because sometimes the better placement will equal better conversions because customers who see that first product there might be more likely to buy than customers who are going to the second page or more browsing etc.
Johnny: That’s correct, sometimes a top spot can be extremely beneficial, we found a lot of people will just type in the keyword and they instantly click on that top product without even looking at anything else so it can be very good.
Nathan: Awesome great information. Liran, for myself and many of our listeners who may not be self- proclaimed PPC nerds or who might not just be naturally good at sponsored ads like you guys seem to be right? What would you say to us who even people maybe whoa are listening in the past half hour it seems like a foreign language that you guys have been speaking in what would you say, I think there’s partly why we created the PPC agency through Amazing Freedom and who would you say is kinda the ideal person to work with the amazing freedom PPC agency, who should be, if they don’t have enough time, if they feel like they’re wasting money, they don’t have the expertise, who exactly do you feel like should be checking out?
Liran: Definitely not everybody is a good candidate for PPC manager because if you’re just starting your Amazon business and you have one product and you’re gonna be spending $500 or $1000 a month at PPC on that product, probably it doesn’t make sense for you to hire any PPC manager because there’s gonna be a minimum fee that anybody is gonna want to charge in order to take the time to spend to work on your account and if that minimum fee is gonna end up 30, 40% of your PPC budget it’s not really good to make sense for you. I would say anybody that’s spending less than $000 a month on PPC is probably not gonna be the ideal candidate unless you really willing or looking to scale up your spend and you haven’t been because you don’t have the expertise or because you haven’t been getting the results that you want so I would say 5,000 and up in terms of spend or looking to spend that much scaling up, your overall expense of having a dedicated PPC manager is gonna be a much lower percentage than somebody who is spending $2000 a month.
Nathan: And Liran, do you remember for yourself personally, just so we can get a little personal, do you remember about what level you’re at when you start having other people take over your ads personally off the top of your head?
Liran: Yeah, I started to have it managed I would say within the last year, probably about a year ago I started because I had just more campaigns running, more products and it’s something that I would finally ready to give up the reigns. I understand PPC well and I can do it but it also takes time and takes dedication and you wanna have the time to do it and in my opinion of looking at things from, even though I’m not a huge operation, looking at things from a, one of the things that I wanna focus on my business that I’m really good at that is my strong skill set which is finding new products, sourcing new products, improving the quality of my products, looking at my rankings and strategizing around, improving my ranks, things like that are more high-level tasks for me that I think I have a skill set in and I could probably find other people who are good at PPC who can manage it for me and that’s not one of those $500/hour tasks that I wanna be working on as a brand owner. So I like to outsource the things that I think could make sense.
For a long time I feel like too controlling over my own PPC, I wasn’t ready to give it up so as you start outsourcing some of the things in your business, as you get busier and focusing on the higher level tasks, you need to be willing to give up some control and trust to other people while still overlooking and obviously measuring results and it being kind of aligned with your goals. Like I said, if you’re meeting all your goals with sponsored ads, if your ACOS goals are where they are, if you’re getting the sales you want from it, the impressions and everything else and you’re happy doing it, keep doing it yourself.
If you’re looking to scale your spend, if you’re looking to reduce your ACOS, if you’re looking to increase your A-cost because sometimes I’ll talk to people and they’ll tell me my ACOS is 10 but I’m only able to spend $1000/month because they really wanna have a low ACOS then I think if you’re gonna be a candidate for PPC management, you probably wanna be able to give a bigger range in terms of like your target ACOS and then be willing to scale up your spend because your margins hopefully are gonna be higher than that 10% where you have room to grow and increase your impressions and your sales so you’re generally safe, you’re either at $5000 or more or want to be a 5000 or more and you either are spending too much time on your own PPC or if you don’t feel like you have the expertise and not getting the results that you want then you might be a good candidate for PPC management.
At the same time, PPC management is not a silver bullet.
if you’re product sucks, if your reviews suck, if your listing suck, if your pricing is high than everybody else, there is nothing that any PC manager can do that’s really – you can have some improvements, but ultimately it’s not gonna be; the solution is first having really great images, great listings, optimize listings, some good reviews. All those things in place so that you can have the most success. Once you start paying for traffic, it’s a different ball game than just getting organic traffic. If I get organic traffic and I don’t converts as many people, okay, but now from spending money on it, I wanna make sure that I’m preparing my listing to be as good as it can be for sponsored ads, so that means, if you have the ability to do enhanced brand content, you haven’t done that yet, well do that before you really scale up or increase your spend on sponsored ads.
But if you have 3.5 stars, and most of the people in your category, your niche have 4.5, then work on getting more reviews and improving that a little bit. Or improve the quality of your product before you really scale up your PPC spend. Once you’re in the space of having good optimized listings, and you’re building a bigger brand, a bigger business then you wanna scale up, then outsourcing your PPC whether it’s us, or to anybody who you feel is quality is something you should consider doing because it can really help you scale your business, get more visibility, and it led to finding new products, increased cash flow in sales, and increase organic ranking reviews and that’s why Amazon has really created a genius system with sponsored ads system because advertising on Google doesn’t affect your organic ranking for the most part, that’s general consensus, but on Amazon, more sales means more reviews, and better ranking positioning and better conversions, so Amazon’s created this loop where you really have to participate in the sponsored ad game in order to compete with your competitors and continue to gain momentum on the platforms so really smart on Amazon’s part, you can also leverage that system if you either have skill set, or if you outsource right to somebody who can help you sale sponsored ads.