Show notes
Join us in this special Seller Strategy Masterclass with Bradley Sutton. Today, we dive deep into the world of Amazon advertising and how to automate your review requests. Bradley, who once hated Amazon PPC, but has since learned the ropes and with the help of Adtomic, how he found success managing hundreds of PPC campaigns. Bradley stresses the importance of learning Amazon PPC for yourself in order to gauge the success of your brands PPC campaigns. He also offers his unique features inside Adtomic like, viewing metrics such as TACOS over certain periods of time, as well as seeing your PPC performance by day of week and hour of day. Bradley also shares tips on setting up PPC dayparting, viewing old PPC data up to years in the past, and instantly seeing if you have search terms you should negative match. He also shares ways to view your PPC performance by product and feed newly found keywords from broad and auto campaigns to exact manual campaigns. Optimizing your PPC campaigns bids is essential, and Bradley shares how to do this in seconds. Additionally, he offers insights into automating the Amazon request a review process, complete with special time delays and other filters using Helium 10 Follow Up. For those without automation, he also shares how to bulk request a review to orders that you didn’t have automation set up on. Finally, Bradley offers tips on checking your review velocity for your products over time. Don’t miss out on the valuable insights this SSP seller strategy masterclass has to offer! In episode 446 of the Serious Sellers Podcast, Bradley discussed: 01:50 – Bradley Hated Amazon PPC In The Beginning 02:18 – You Need To Learn Amazon PPC Yourself! 04:08 – How to View Unique Metrics Such as TACOS Over Certain Periods of Time 05:36 – How to See Your PPC Performance by Day of Week and Hour of Day 08:30 – How to Set Up PPC Day Parting 09:53 – How to See Your Old PPC Data Up To Years in the Past 11:54 – How to Instantly See if You Have Search Terms You Should Negative Match 14:18 – How to See in Seconds if You Have Search Terms with Unfavorable ACoS 15:57 – How to View Your PPC Performance by Product 17:51 – How to Feed Newly Found Keywords From Broad And Auto Campaigns To Exact Manual Campaigns 24:55 – How to Optimize Your PPC Campaigns Bids in Seconds 28:50 – How to Automate The Amazon Request a Review, With Special Time Delays And Other Filters 31:41 – How to Bulk Request a Review To Orders That You Didn’t Have Automation Set Up On 33:03 – How to Check Your Review Velocity For Your Products Over Time ► Instagram: instagram.com/serioussellerspodcast► Free Amazon Seller Chrome Extension: https://h10.me/extension► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life)► Learn How To Sell on Amazon: https://h10.me/ft► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Today’s another one of our Seller Strategy masterclass, where we’re gonna go deep this time into advertising. I’m gonna teach you how to do day partying and how to manage all of your bid suggestions just in seconds instead of hours. How cool is that? Pretty cool I think. Bradley Sutton: How can you get more buyers to leave you Amazon product reviews by following up with them in a way that’s compliant with Amazon terms of service? You can use Helium 10 Follow-up in order to automatically send out Amazon’s request or review emails to any customers you want. Not just that, but you can specify when they get the message and even filter out people that you don’t want to get that message, such as people who have asked for refunds or maybe ones that you gave discounts to. For more information, visit h10.me/followup. You can sign up for a free account, or you can sign it up for a platinum plan and get 10% off for life by using the discount code SSP10. Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that’s a completely BS free, unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. Bradley Sutton: And today is another one of our seller strategy masterclass that we do once a month where we go deep into tool use. All right, so this is going to be using Adtomic by Helium 10. Now, whether you use Adtomic or not, these are principles and strategies that you should be using, whether you do your own PPC, whether you’re using another software, whether you’re using an agency, you know, you need to be checking up that they’re doing on this stuff. But this is, this is gonna be important for, for listeners no matter what stage of the game you guys are at. Now, for me, you know, you, some of you guys know my story. I hated PPC in the beginning. You know, when I was launching hundreds of products for my clients before I worked at Helium 10, I was like, hands off on PPC. Bradley Sutton: I’m like, I don’t wanna learn this stuff. This stuff is like way above me. You know, like, I’m just gonna focus on launch, listing optimization, keyword research, product research, stuff like that. Somebody else please handle a PPC. And then when I started selling myself, you know, after I started working at Helium 10, I’m like, okay, I need to finally figure out how to do PPC. In the beginning, it was rough. You know, I was, you know, happy to download all these spreadsheets and I didn’t know how to do pivot tables and, and all vlookups and all this stuff. And then finding the campaigns in Seller Central and the ad groups, it was just like a mess. And then that was right around the time that Ads, Helium 10 Ads came out, which is the predecessor Adtomic. And then I was like, okay, finally, now you know, something that helps me learn PPC, make sense? Bradley Sutton: And now, you know, I’m running over 200 campaigns, probably closer to 300 now all using this software. So I’m just gonna be going over some of these strategies using Adtomic. I’m gonna be showing sharing my screen, those of you watching on YouTube. But again, don’t tune out even if you don’t use Adtomic, because these are strategies that hopefully you guys are using. And it’s important, I think, in order to run efficient PPC. And, and I’ll, I’ll tell you guys right now, those of you who are newer sellers, if you are one of those people who’s like, oh, yeah, I need, I need a consultant, I need an agency, and you’re new, no, guys, please stop with that nonsense. Very important to understand how PPC works yourself before you ever even dream about outsourcing it. Now, hey, if you get to be too big and, you know, you can’t do everything yourself, of course, you need to hire people, maybe outsource some things here or there, but that’s after knowing how to do it yourself. Bradley Sutton: Because think about it, how could you hire somebody and be able to judge what they’re doing and, and their output and make sure that your ROI, you know, what you’re investing to pay this company is working out if you don’t even know what is good PPC strategy and what is bad. So, so anyways, just keep that in mind. Why don’t I have pet peeves I see in the Facebook groups, you guys can do it yourself if, if you’re new, for sure, as long as you have the right strategies. And that’s what we’re talking about today. So like with all seller strategy masterclass, how I do this is I just give you guys like problems to solve and then I’m gonna show you how to solve it. Problem number one, or strategy number one, how to use or view unique metrics such as TACoS over a certain period of time. Bradley Sutton: Now, TACoS is something interesting that is not a metric that’s in Seller Central, and that means like you’re total ACoS. So how does your advertising spend relate to your total sales? Right? So, you know, one, the way to do that in Adtomic is on just the dashboard. That’s actually one of the key metrics here is TACoS. And I like comparing different time periods. So for example, right now I’m looking at April one to April 16 here, and it’s 12.76%. And if I just take the previous 16 days, it actually dropped over 10%. You guys trust me, you, you’re gonna see stuff today that are like, what are these numbers, Bradley? You’re you’re PPC skills suck. But no, I don’t suck that bad. It’s just because everybody at Helium 10 uses this account to kind of like do their tests and things like that. Bradley Sutton: And so that’s why my ACoS and my TACoS are, are really bad. But anyways, this is just a simple way, guys. Compare what your metrics are, your total sales, your cost per click, your PPC sales over different time periods. It’s important to know how you’re doing, especially if you had a bad month like I did last month. You wanna know if the changes that you’ve implemented are working. So make sure to do that time over time. Next step is how to see your PPC performance by day of week or hour of day. Now, this is interesting. Some people call this like day partying and before people were always saying this like, Hey, I wanna be able to pause my PPC campaigns at the times of day that doesn’t work out for me. And they would like look at their PPC throughout the day and then make decisions based on that. Bradley Sutton: That’s completely wrong. Cause that’s not how PPC works. Somebody could have clicked something four days ago at 5:00 PM right? But maybe today at 8:00 AM is when they actually make the sale. Now, you might be looking at your PPC data and say, oh man, 8:00 AM is a great time for me because look at this low ACoS or whatever, right? But no, the actual click happened a few days ago at 5:00 PM So I hope that makes sense. Oh, before, or if you’re just looking at your Amazon data in Seller Central, you cannot base performance by time of day if you’re just looking at it live because of the attribution window. So what we have done in Adtomic is take a look at over time of day or which day of week campaigns are performing well. So I’m just gonna pick a campaign here the large coffin shelf product targeting ad cuz I know that’s like a big spender for us. Bradley Sutton: And then take a look, I’m looking here at the last like two, three months, and I can see that, look at this, at 12:00 AM to 1:00 AM 1:00 AM to 2:00 AM I’m spending some decent chunk, like actually for some reason, the highest chunk of sales for the day, or the highest chunk of spend for the day almost. And I’ve gotten zero sales at these times of day in two months. Zero sales. Compare that to, let’s just say here we go at 3:00 PM I’m getting 10% ACoS. Here’s another one at from two to 3:00 AM well, two, 2:00 PM and 2:00 AM sounds like or it seems like it’s a good deal. I’m spending $9 on average and 7% ACoS. So you can see here that different times of day performed differently. So what the fact that I haven’t gotten one sale in all this time from this time period of period of time that would show me that I need to maybe stop something. Bradley Sutton: I’m not gonna do ads from 12 to one. So this is important to think about because, you know, you could be wasting money by just keeping your PPC on all day. Now, I’m not saying you definitely are, but, and I’m not saying every campaign has these gaps where like performance is bad, but start taking a look at your high spending campaigns if you have history of campaigns not doing well at certain times a day. So in this one, let’s just say this is true. Like, what, what would I do? All right, so whatever software you’re using, you know, if I have like a time of day where I never get sales, but crazy spin, well, what I’m going to do is I want to make sure to pause perhaps that campaign during that time of day. Bradley Sutton: So that’s what I’m gonna do here. You know, guys, click on Schedules in Adtomic and then select the campaign. I selected that large coffin shelf, product targeting campaign, and then I’m picking this timeframe between 12:00 AM and 2:00 AM and I added it right here. And then I’m saying I want the status to be paused. So in other words, hey, pause this campaign from 12:00 AM to 2:00 AM, let’s just say starting on the 18th of April and never expire, and then hit next. And then it’s just going to confirm, hey, Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, do you want to pause this campaign during this time of day? Absolutely, I do. I just hit launch and then it is pretty much done. So again, other software has definitely do this. This has been something that only Amazon sellers could do, probably in the last like six months or less, I think is when Amazon opened this up, or maybe a little bit more. Bradley Sutton: But this is definitely something you guys should be thinking about to potentially save you some money if you’ve got some bad performance at certain times. Now strategy number four, that was number three. Strategy number four is how to see your old PPC data up to years in the past. So if you’re just going into Seller Central, I think you can only go like six months back. Now, you might have had some great months that you were doing well in performance. You know, like if you’re using Cerebro and you’ve got the Helium 10 Elite account, you can actually look back in history and see where you were ranking on sponsored ads, right? And then be like, wow, look at this month I was just crushing it on sponsored ads, right? So this is important to know that you don’t have access to that data in Seller Central, but if you’re using Adtomic, this is where I want you to go. Bradley Sutton: Go to the analytics page and you can select any campaign you want, Or just go back in time to see everything, right? So like, hey, I wanna see what was going on. I had a great month overall in a certain timeframe. Let’s just say, you know, April of 2021, this is like even up to two years ago, April 2021, all the way up to May 2021 and Helium 10 is going to put up that data for you. So guys, this is a great way to look at old performance. Like oh my goodness, these campaigns were actually terrible back in, in these days. But here’s one. My Project X broad campaign was at 20% ACoS. So now I can see what was working for me at that time of day. This is also good, especially for if you’ve got a seasonal product, all right? Bradley Sutton: You probably do seasonal campaigns and you want to do a look back at a year, you know, like you’re not, you might not be able to do that unless you have downloaded that in Seller Central. So, you know, like for example, if you have some products that really pop off during Christmas maybe you have some special campaigns at Christmas. Well, I would wanna look back at last year’s Christmas and the previous year’s Christmas to see what my campaign performance was, and then I would use that to gauge this year’s. So that’s a strategy. Make sure to look back at your old campaigns if your software has access to that. Strategy number five here is how to instantly see if you have search terms that you should negative match. So I think you guys know how to do this. Bradley Sutton: Just if you’re just downloading Excel files, right? If you’re do downloading Excel files, you’ve just gotta run, you know, some formulas and, and sort it out to have like minimum number of clicks or minimum spend or something like that. And then just try and find it. So if you’re using Adtomic, here’s the strategy of what you should use, and it’s probably something similar in the software that you’re using. I like going to the analytics page, and then I hit search terms. And then what I enter is PPC orders zero to zero, meaning that, hey, this is a search term that has gotten me zero orders, but in the spend field I put minimum $15. Now, this is not just like a one size fits all number, you know, maybe some of you have a different threshold you want to use or whatever. Bradley Sutton: I like just doing 15. And then sure enough, I can see all of these keywords here or ASINs where it’s been showi…
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