amazon seo_ppc worshop - meetup final
TRANSCRIPT
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Presented by: Bryan Bowman & Sean Smith2/20/2016
Amazon SEO/PPC Workshop 2016
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About Us
Sean Smith:
I’m an Amazon seller with experience in different fields of digital marketing (SEO, PPC, Wordpress etc.) accumulated through an entrepreneurial and professional journey. Currently, I work in SEO for a high growth tech company here in Chicago, sell on Amazon, and do a bit of consulting. I'm passionate about Amazon SEO/PPC, entrepreneurship, digital marketing, making money, and helping other people make money. :)
Bryan Bowman:
I’m a private label seller with over 10 years of entrepreneurship and e-commerce experience. My background is in Math, Statistics and Financial Risk Management consulting. I’m a stats geek and use a very data driven approach to SEO/PPC optimization. I am admittedly obsessed with Brazilian Jiu Jitsu and enjoy competing in tournaments around the country.
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So What Are We Talking About Today?
• Listing Optimization
• Keywords Research
• Recent Algorithm Change & Rollback
• Building a Scalable PPC Program
• The Relationship Between SEO & PPC
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Listing Optimization• Your listing is at the mercy of Amazon’s robots
• Title• Bullets• Description • Back end Terms
• Relevancy & Keyword Placement
• Relevancy Chain • What You Think – What Bots Think – What User
Searches
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Listing Optimization
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Listing Optimization
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Listing Optimization
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Keyword Research• So many choices…
• GKWP
• Amazon Suggested Keywords
• Keyword Inspector
• Competitor Listings
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Keyword Research
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Keyword Research
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Keyword Research
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Keyword Research
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Recent Algorithm Change & Rollback
There was an algorithm change on Feb 2nd, however, not all match types were impacted equally:
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Recent Algorithm Change & Rollback
It appears to have been a change in how relevancy is decided in the algorithm:
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Recent Algorithm Change & Rollback
Amazon has stated they are rolling back the change and the change in evident:
“We acknowledge the fact that the change in Match Type has impacted our sellers campaigns (both auto and manual).Because some advertisers experienced a larger than expected change in traffic, we are actively evaluating the results of this change and taking the necessary steps to remedy the situation. There is no action required to be taken from your end for this issue.The impact has been more than what was expected and as a result the change is being rolled back.Once complete, exact and phrase match will operate as they did before and we expect traffic to increase again for our advertisers using phrase and exact. The process of rolling back is going to take few days, but we will inform you all when the change has been been rolled back through an official mail to all the sellers.
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Building a Scalable Sponsored Products (PPC)
Program• Pre-requisites for starting PPC:• Competitively Priced Product
• Reviews• Quality Listing/Optimized• Budget• Search Volume
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Building a Scalable Sponsored Products (PPC)
Program• Terminology
• Impressions• Clicks• Bid• Daily Budget• ACoS (Advertising Cost of Sales)• CPC (Cost Per Click)• Match Types (Broad, Phrase, Exact)
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Building a Scalable Sponsored Products (PPC)
Program• Match Types:
• Broad: nose trimmerbest trimmers for nose
• Phrase: nose trimmerblue nose trimmer
• Exact:nose trimmer, nose trimmers
• Negative Exact
• Negative Phrase
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Building a Scalable Sponsored Products (PPC)
ProgramGetting Started:
• Run Auto Campaign• Identify Money Keywords• Validate Listing
• Testing Campaign• Keyword Research Lists (GKWP)
• Winners Campaign• These are proven profitable terms
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Building a Scalable Sponsored Products (PPC)
Program
PPC
Testing – Product
#1
Broad (GKWP)
KWs
Phrase (GKWP)
KWs
Exact (GKWP)
KWs
Auto – Product
#1
Auto
*
Winners – Product
#1
Exact (Winners
)
KWs
Campaign Structure:
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Building a Scalable Sponsored Products (PPC)
ProgramValidate Your Listing With the Auto Campaign:
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Building a Scalable Sponsored Products (PPC)
ProgramAnalyze Your Search Term Report & Identify Winning and Losing Terms:
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• Use the data collected to optimize the listing
The Relationship Between SEO & PPC
Optimize
List Product
TestAnalyze
Identify
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Building a Scalable Sponsored Products (PPC)
Program• Future Outlook for Amazon PPC:
• Very simple compared to other platforms
• Will evolve towards Google SEO & AdWords
• Going forward PPC will become more important for organic rank and brand exposure
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Building a Scalable Sponsored Products (PPC)
ProgramFor for more information:Bryan Bowman:https://www.facebook.com/groups/amzclassroom/https://calendly.com/[email protected]
Sean Smith:https://calendly.com/seansmith [email protected](773) 644-0375
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Questions?
Building a Scalable Sponsored Products (PPC)
Program