FBAExcel Ninja Hacks #1 - Using PPC Bid Rules + Manual Bid Overrides for Better Amazon Ad Control
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In running FBAExcel I am fortunate to get to work alongside a lot of awesome Amazon sellers, PPC managers, and agency owners.
While in my experience the best way to learn the Amazon game is to get in the weeds and figure it out, I definitely have learned a lot from watching what our most successful users do well... and on the flipside what they don't do well for that matter.
This got me thinking you might find it valuable if I share some of these insights, tips and hacks in a weekly youtube video and hopefully it might help you in growing your Amazon business.
I'm calling them FBAExcel Ninja Hacks and this email will serve as the first installment. Each of these will center around 1 topic, they will be simple and to the point and include a quick video that illustrates the idea.
Hack #1: Using a Hybrid Automated + Manual Bidding PPC Strategy
In my experience this is especially important if you are an agency taking over new client accounts... or maybe you have launched a solid product that's got traction, but you still aren't entirely comfortable with the PPC stuff yet. Or another common case is when we get users switching from another PPC tools to Adtactix and not sure where to start.
In each of these 3 cases I am convinced going "PPC full auto, AI-algorithm, magic pixie dust bid formula" mode will usually just create a mess.
Instead a proven more reliable approach that I've personally used and witnessed work great time and time again is this:
1) First figure out the top 20% of your targets producing 80% of your sales and make it your goal for at least the first 2 weeks to keep these targets on fire and producing consistent results like they have been. To achieve this typically means keeping the bids and placements close to where they have been running recently!
2) With the other 80% of your targets you can start to focus on reducing wasted ad spend right away... possibly by even completely pausing targets with 0 sales in the past 60 days or low sales and extremely high ACOS. Another solid lever to pull at this stage is bulk negating anything with very spend and poor performance in your search term report.
For these "meh targets" really not doing so hot... here is where I would suggest focusing your more automated bid optimization rule sequence and start honing this side of your strategy.. you don't have much to lose with these!
3) After you let the dust settle and recoup some new found budget you should start launching new targets and ad types based on what is currently working!
This 3 step approach when followed in order is hard to beat in my opinion when it comes to building a solid Amazon advertising infrastructure that you can start to build on.