In this video I go over the basics of getting your first sales on Amazon, building traffic, conversion, and more.
10 codes for 90% off the Hakuna Moscato Wine Glass by Momstir:
There are a few options you have to drive to convert your traffic better using promotional tools. While it’s easier to double your traffic than it is to double your conversion rate, there are times called for that you want to discount. Below are the options available to you.
- Promotions – no cost, but are somewhat hidden and not easy to find. I chose this option because you are driving external traffic and you can simply say, 40% off, just add to cart, no promo code needed. One benefit to this is you can have unique promo codes used for external traffic and track which external source got the sale.
- Price reduction/sale – no cost, but no strikethrough, customer can’t tell it’s on sale. We simply reduce price. This does trigger the camelcamelcamel followers, and conversion goes up with a lower price often. But customers don’t really know it’s lowered as compared to when it was higher.
- Coupon – Costs 80 cents a click. Very visible, clip to get the coupon. Shows in search results and top of product page. There is no tracking with this tool, you just know number of coupons clipped and used.
If the promotions don’t work, I’d suggest coupon next. Coupons I prefer to use if there’s not external traffic being used. With external traffic, you can educate the consumer and avoid the cost of a coupon.
Below are some links to helpful information on EBC/A+ Enhanced Content.
In depth guides:
Good Content Examples:
- Add 1000+ words of copy
- Keywords in copy, headlines
- Keywords in alt text of photos (behind scenes)
- Take up space, decrease noise from competitors and other Amazon elements that don’t help your sales
- Organize information in a pyramid with the most unique product information at the top, product grid in middle and category information in middle, and brand story at bottom.
- Recommend using custom templates to build as you have assets available.
- Copy the templates over to other products.
- Increase total keywords ranked for
- Increase keywords rankings to be higher ranked to page 1
- Increase traffic to listing
- *Enhanced content has not made much of an impact to conversion rates for most sellers – and is thus seen as more of a traffic play*
Parentage is complicated. I explain why you need to set it up.
When splitting a parentage, the reviews will split as well, whatever child had the reviews keeps them. If you are combining children into a new parent, reviews will combine together. I predict sometime in 2019 parentages will no longer share reviews and only independent children will host their own reviews.
Rankings are shared in most categories nowadays between children, via BSR rankings. The best ranking child ranking is shared among the others. We do not feel this impacts other children directly for ranking purposes other than additional sale generation to weaker variations. Simply having a better rank does not appear to impact sales however. When splitting children from a parentage, each child would have its own ranking. As for keyword rankings, these are shared when parented, and split when separated as a child as well.
Based on our experience, it’s best to launch a new product as follows. Attach it to a historically performing well listing as a variation, for a short time period of 2-4 weeks. Even if the other variation has bad reviews. Run a viral launch and generate buzz. Break the parentage right after the marketing drive. And let the new listing stand alone if it’s newer/better. The keyword rankings it gains from both of these actions is substantial. Launching new flavors/variations of well performing products is a good idea. Typically if more than one variation is doing really well I often split them out so they gain more search traction for the brand. But if there’s a star variation, and the rest are weaker, I keep them together. The example above is how I try to make a new star variation on a launch.
Contact MyAmazonGuy at www.myamazonguy.com/contact – Advertising Setups for $500.
Portfolios are brand new, not every account has them yet. Check your account in seller central by going to advertising, campaigns, and on the left hand side you can see whether your account is enabled.
These will primarily help you divide your campaigns into sections to know results, cap budgets, and other reporting tools and control at a higher level than campaigns. Previously you could only control keyword bids, campaign budgets. This helps Amazon catch up to many of the Google tools out there.
Amazon help file on portfolios: https://sellercentral.amazon.com/gp/help/help-page.html?itemID=200663330
Previous advertising videos:
-Advertising framework, segmentation by manual/auto/brand/competitor: https://www.youtube.com/watch?v=9U4hdo__SRE
-Beta advertising automatic campaign targeting: https://www.youtube.com/watch?v=S2ESzzbjxG8
-Beta product targeting on sponsored ads https://www.youtube.com/watch?v=JOXomqC-jgc&t=5s
Amazon just launched a new targeting capability for Auto campaigns in seller central. If you need help setting up an advertising campaign, we charge $500 for an ad setup. Contact me at https://myamazonguy.com/contact/
Additional ways to target my ads? Sign me up, it’s a no-brainer to do. It allows us to segment better and control our ad spend and see where better results come from with some additional bidding features. Previously auto campaigns were a black hole, and could only be managed with negative keywords and bidding. We used them historically for keyword discovery.
4 types of Amazon Auto targeting:
– Substitutes: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
– Complements: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
– Loose match: We’ll show your ad to shoppers who use search terms loosely related to your products.
– Close match: We’ll show your ad to shoppers who use search terms closely related to your products.
Sorry to hear about your account suspension. Below are a list of questions to help you identify why the suspension occurred. You will want to email firstname.lastname@example.org to request the suspension be lifted. Because of the nature of suspensions, you need to email Amazon directly from your end with the admin email of the account in question. (The email you used to register for Seller Central)
- Is your IP address used on any other seller central accounts?
- Is your bank account used on any other seller central accounts?
- Is your email address tied to other Amazon accounts?
- Is your cell phone used in the 2 step verification tied to any other Amazon accounts?
If the answer to the above 1-4 is yes, write to email@example.com and ask for reinstatement of your account, and state that you are unsure of the reason it was suspended but that it may be because you have logged into another person’s account. State that you do not have multiple accounts.
- Do you sell on any other Amazon accounts?
If yes, request approval from Amazon by emailing firstname.lastname@example.org to sell on multiple accounts and share that each has their own business structures, unique banks, and unique items.
If the answer is no the above, you should write email@example.com and ask why the suspension occurred. Also call Amazon seller support and ask, they may be able to tell you.
It will take 14 days on average to fix the suspension. Email every 2-3 days requesting an update and restating your position. Within the first response from Amazon you will get an automated email that won’t make sense, keep emailing.
MyAmazonGuy charges by the hour and usually can help with suspensions for $500 total cost. However you may find it in your best interest to try the above advice first. If you want to hire us though contact us here: let me know.
This brand new advertising technique should be used with caution. It’s in beta. Target seller central ads to products or categories. Not every account may have access to this feature at time of publishing.
The best way to setup advertising on Amazon
What I’m about to share is one of my biggest trade secrets. It reveals how I setup advertising. Highly segmented strategies, that produce results. First of all, advertise every product, 24/7. Every product deserves its own bidding strategy, but advertising can always be profitable. Exceptions of course if you’re in beauty – PPC bids there are astronomical. Apply this strategy and you will have control over your Amazon advertising destiny. At MyAmazonGuy we’ve even applied this strategy in foreign languages we don’t speak, with great results. Google translate works. Techniques matter more than language barriers. We recently launched a client in Europe across 6 languages with the below techniques and they are already performing at a 10:1 return. (Returns are easier in Europe than USA)
Ad Segmentation for Sponsored Ads:
We build four campaigns as follows. Each with its own strategy and segmentation.
- Auto Campaign
- Keywords chosen by Amazon, good for keyword discovery in case manual campaign misses opportunity, medium spend
- Brand terms are negated
- Brand Campaign
- Brand terms are only used on this campaign
- Defensive advertising, not incremental sales, low spend. Protects us from competitors advertising on our brand.
- Competitor Campaign
- Competitor brand names are only used on this campaign
- Often very small spend, high results, low impression counts, incremental sales
- Set up to target competitor’s brand keywords in order to gain market share.
- Manual Campaign
- Highly segmented ad groups, will have most benefit, most spend, most sales.
- Keywords are all manually chosen.
We have added the same keywords in the following three formats below, essentially A/B/C testing the keywords for strength. A keyword could perform better in any one of the below formats, and we adjust bids ongoing accordingly.
- Generically targets the keyword, can have other words in search result mixed, has most impressions
- Phrase Match
- Must contain the phrase, can have other words in search result
- Exact Match
- Is exact match, and only targets when precise letter for letter keyword is used. Least amount of impressions, but most controlled and targeted format.
Each Amazon advertising setup uses a unique bidding strategy. In the case of many brands we choose to apply a growth bidding strategy. Where we put in high bids to test the market, and see what happens due to the competitive nature of your category. If results are poor we will pull back within 2-4 weeks. Our target is to get ads to be performing within 90 days. Advertising in competitive categories can have a ACoS of 30-80%. Advertising in less competitive categories such as home goods, can maintain a 15-25% ACoS.
Bonus round – Create a Facebook meme, and send traffic to Amazon.
You don’t have to a masterful creative designer to make an ad that works. I built this in 3 mins, launched it in 5, spend $50 and made 30 unit sales, and got 900 engagements. Showing up is half the battle. I even put in Pickle Rick for Rick & Morty, which is totally off brand for www.momstir.com, one of the brands I own. It still worked. Because it got people’s attention. I abuse my own brands quite a bit for testing purposes. It’s all about targeting, low bids, right message, and push them to Amazon using an SEO super url. An SEO super url is keywords in the UTF of the coding of the URL. It makes your product rank for those keywords when you get sales when someone clicks the url because it signals to the search engine that someone sought those terms out to make their purchase.
Coupons are new to Seller Central accounts. Tricky thing is, you have to enable this permission on your account if you are not the main account holder. Watch this video to learn more.