5 Amazon PPC Hacks Maximize Sales On Amazon with The Right Ppc Strategy

1. Florian Nottorf
@fnottorf
5 Amazon PPC hacks: Maximize sales
on Amazon with the right PPC
strategy

2. Dr. Florian Nottorf
Co-CEO
&
Data Scientist
I PPC
I Numbers
I Performance
I Adference
About me

3. Adference
The Tool for Professionals Advertising on Amazon
Bid-
Budget-
Campaign-
Keyword-
Management
1
2
3
4
Predictive Optimization for Amazon Ads
Automate, reduce cost, optimize ACoS
+ Automation + Machine Learning + Scaling
Dr. Florian Nottorf
Co-CEO
&
Data Scientist
I PPC
I Numbers
I Performance
I Adference
About me

4. PPC Hack Nr. 1
Nutze verschiedene PPC Strategien für
deine Produkte
5 Amazon PPC hacks:
Maximize sales on Amazon with the right PPC
strategy

5. PPC Hack No. 1
Use different PPC strategies
for your products

6. Use different PPC strategies for your products
You need to run different ppc strategies along
individual product life cycles
Push new
products
Launch Growth Maturity Saturation Decline
Time
Revenue
Profit
Revenue
Break-Even
1 Maximize
Traffic
1

7. Use different PPC strategies for your products
You need to run different ppc strategies along
individual product life cycles
Push new
products
Launch Growth Maturity Saturation Decline
Time
Revenue
Profit
Revenue
Break-Even
Tran-
sition
phase
1 2 Maximize
Orders
Maximize
Traffic
1 2

8. Use different PPC strategies for your products
You need to run different ppc strategies along
individual product life cycles
Push new
products
Launch Growth Maturity Saturation Decline
Time
Revenue
Profit
Revenue
Break-Even
Tran-
sition
phase
Maximize profit
1 2 3 Maximize
Revenue
Maximize
Orders
Maximize
Traffic
1 2 3

9. Use different PPC strategies for your products
You need to run different ppc strategies along
individual product life cycles
Push new
products
Launch Growth Maturity Saturation Decline
Time
Revenue
Profit
Revenue
Break-Even
Tran-
sition
phase
Maximize profit
1 2 3 Maximize
Revenue
Maximize
Orders
Maximize
Traffic
1 2 3
Target
(ACoS, ROAS, CPO)
Budget

10. PPC Hack No. 2
Consider the Conversion Delay

11. Sponsored Products Campaigns: Conversion is attributed at the day of the click (01.01.)
01.01. 02.01. 03.01. 04.01. 05.01.
Click
KW: esn designer whey
Order
Pay attention to the conversion delay when evaluating your performance

12. Pay attention to the conversion delay when evaluating your performance
Performance from 01.01.2020
checked on... Clicks Conversions CVR
...02.01.2020 1.000 10 1,0%
...03.01.2020 1.000 11 1,1%
...04.01.2020 1.000 12 1,2%
...05.01.2020 1.000 13 1,3%
...06.01.2020 1.000 14 1,4%
...07.01.2020 1.000 15 1,5%
Wait 7-14 days until the
evaluation of your
performance!
...or consider it :-)

13. PPC Hack No. 3
Avoid budget limits
(or handle it intelligently)

14. Increase sales with less budget?!
- Reached daily budget limit of 800€
- Ads are not played the whole day =
you do not participate in every
auction on Amazon

15. Increase sales with less budget?!
- Reached daily budget limit of 800€
- Ads are not played the whole day =
you do not participate in every
auction on Amazon
Costs decrease
=
less sales & clicks?

16. Increase sales with less budget?!
- CPC was lowered
- so the budget is sufficient to participate in
more auctions per day
- Clicks & Sales increase
- Performance improves:
less costs, more sales!

17. PPC Hack No. 4
Calculate your bids instead of using rules

18. Using rules is not working for mid and long tail keywords

19. Using rules is not working for mid and long tail keywords

20. Using rules is not working for mid and long tail keywords
...When to decrease bids?
...After 10 clicks?
...Decrease bids at all?
...What is a good initial bid?

21. Using rules is not working for mid and long tail keywords
...When to decrease bids?
...After 10 clicks?
...Decrease bids at all?
...What is a good initial bid?
Using rules is not working for mid and long tail
keywords:
- Keywords collect too much costs for
too long
or
- Keywords run too long at too low a level

22. The 1x1 of the bid calculation
Revenue Per
Click
target CPC Target ACoS= *

23. The 1x1 of the bid calculation
target CPC
Conversion
Rate
Target ACoS
Average Order
Value
= * *
Probability with
which a click leads
to a purchase
Expected sales
volume for a
purchase through
the keyword
Your target
Revenue Per
Click
target CPC Target ACoS= *

24. The 1x1 of the bid calculation
target CPC
Bid
Conversion
Rate
Target ACoS
Average Order
Value
= * *
Probability with
which a click leads
to a purchase
Expected sales
volume for a
purchase through
the keyword
Your target
Revenue Per
Click
target CPC
Bid
Target ACoS= *
Uplift*
Uplift*
Difference
between CPC & bid

25. The 1x1 of the bid calculation
Bid
Conversion
Rate
Target ACoS Uplift
Average Order
Value
= * * *
0,25 $ 5% 10%50 $= * *
target
CPC
0,30 $ 5% 10% 1,250 $= * * *
Bid

26. PPC Hack No. 5
Use bid adjustments for placements

27. At what level can I place my bids?
Keyword PAT PAT
Sponsored Products Sponsored Brands
4 Targets Keyword
Campaign type
Targeting Type Auto Manual Manual
Target

28. At what level can I place my bids?
Keyword PAT PAT
Sponsored Products Sponsored Brands
4 Targets Keyword
Campaign type
Targeting Type Auto Manual Manual
Target

29. Bids by placement - how do I set the percentage increase?
RPC

30. Bids by placement - how do I set the percentage increase?
3,59 €
1,55 €
2,00 €
RPC

31. Bids by placement - how do I set the percentage increase?
1,69 €
3,59 €
1,55 €
2,00 €
RPC

32. Bids by placement - how do I set the percentage increase?
1,69 €
3,59 €
1,55 €
2,00 €
RPC
+112%
+112%

33. Get your free calculator
for placement bid adjustments:
adference.com/placements

34. Adference GmbH
Munstermannskamp 1
21335 Lüneburg | Germany
very much for your attention
Thank you
Dr. Florian Nottorf
Co-CEO & Data Scientist
Email: nottorf@adference.com
Connect on LinkedIn
The Tool for Professionals Advertising on Amazon
Predictive Optimization for Ads on Amazon
Get intouch now

35. Florian Nottorf
@fnottorf
5 Amazon PPC hacks: Maximize sales
on Amazon with the right PPC
strategy
https://www.slideshare.net/secret/xgf2408sAh3Ds7