PPC Masterclass Deck

Overview: PPC Masterclass
Run time: Breaks: Level: Recommended

3 hours Once per hour Intermediate / Materials:
Advanced Data Dive subscription
Copyright © 2023 Seller Systems. All rights reserved.

The materials contained in this presentation are proprietary and confidential information of Seller Systems and are not intended for external distribution.
Agenda: PPC Masterclass
The Ranking Algorithm
How to Find the Data
Amazon SEO Best Practices
Essential PPC Knowledge
PPC Frameworks
Advanced PPC strategies
Case Studies & Practical Exercises
Q&A

Overview: PPC Masterclass
Q&A: Replay Information:

Ask your questions throughout via chat. Will be available in 72 hours via…..
We’ll take a few of these before breaks and
do a longer Q&A at the end of the workshop.

Take our FAST 4 question survey!
Random winners
Will win prizes every
month!
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The Ranking Algorithm
Amazon Ranking Algorithm

Amazon Ranking Algorithm =
Weighted Averages Over Time

Amazon Ranking Algorithm
Click Through Rate Conversion Rate Revenue: Relevancy:

(CTR): (CVR): Revenue generated The relevancy of
Total sessions / Units sold / through a specific KWs as determined
impressions Sessions keyword & roots by Amazon algo

Amazon’s Ranking Algorithm: Click Through Rate
CTR has only two levers at launch: Content & Price
Can’t have conversions without Traffic
Test Test Test: Price, Content, Coupons

Amazon’s Ranking Algorithm: Conversion Rate
Your performance is always relative to the competition!
For example: If your product is converting at 22% see the
performance relative to the three niches below.
Strong performance Fair performance Weak performance

relative to niche average relative to niche average relative to niche average

Amazon’s Ranking Algorithm: Revenue
The fourth part of Amazon’s ranking

algorithm is Revenue.
Selling a higher priced item will

require fewer units to be sold to
have the same impact.
Keep in mind that high priced

products might
have lower CTR and CVR.
6 Products 3 Products 1 Product

Sold Sold Sold

Amazon’s Ranking Algorithm: Relevancy
Best Practices:
Send Amazon the right
signals early on
Don’t run auto campaigns -

and get grouped in the
wrong items
Amazon doesn’t want
to be a flea market of
unrelated products

PPC is a fantastic way to apply
additional pressure to drive
actions (clicks, add to carts,
conversions) and revenue to
trigger Amazon’s ranking
algorithm across thousands
of keywords

How to Find the Data
How to do keyword research
Identify all KWs that can drive sales for a product and search volumes.
Most competitors are bad at Amazon don’t rank well for % of KWs -
what % of sv are they ranked for.
Identify the KW roots with the most search volume.
Write the listing to maximize ranking juice based on match type.

What does good keyword research tell us?
How competitive Overall How many How to Overall risk /

a product is opportunity and products to properly write whether or not we
sales volume order the listing should launch the
product

What is a Master Keyword List?
dog hat for winter dog hat polar bear dog hat denim
dog hat large dog dog hat extra small dog hats small dogs
winter soft dog hats

french bulldog hat
windproof dog hat
dog hats for small dogs
dog hat for small dogs
hat for small medium
dogs
small dog hat
cow girl dog hat top hat for dog winter dog hat
dog hat small dogs small dog hat dog hats small dogs
Eliminate branded and not relevant keywords.
This Master Keyword List shows where competitors
Viewing keywords for Pull data from 10+ top competitors to get
are getting sales.
only one competitor only a more complete picture
shows a slice of the niche

The new way to create a Master Keyword List:
Before: Hours
Now: Minutes

Eliminate branded and
not relevant keywords.
This Master Keyword List
shows where competitors
are getting sales.

Anatomy of Data Dive
Relevancy: Count if ranked in top 45
Color coding - Red high competition - green / low
Color coding - thresholds 80%+ very strong, 60%

strong, 40% good, 20% weak
%of kw’s page 1
How to remove KWs / manage exclusions / branded

search terms

Time estimations to beat competitors

Amazon SEO Best Practices
What is Ranking Juice?
Definition: How much keyword ranking credit is given to your
listing based on actions like clicks, add to carts and sales.
Ranking juice can be impacted by:
Match How listing is Source of Relevancy to your

type written traffic product

Amazon’s Ranking Algorithm: Match Types

How ranking works: Attribution Credit
Customer You get credit
searches for for a group of
“Dog Hat” keywords
It’s impossible for Amazon to rank you on thousands of keywords if it

would have to wait for relevant actions.

Best Practices for Increasing Organic Rank
Launch with Indexing takes 1-2 days Sometimes you don’t need
maximum ranking and ranking on the first the exact phrase in the title
juice - driving traffic page happens in the first to rank well. Be aware of
to many relevant 5 days. If you aren’t situations where no
keywords indexing for KWs, premium placement is
diagnose and re-write needed and prioritize other
listing KWs

It’s important to write a fully
optimized listing and drive a lot of
traffic, triggering actions, from day 1.
Collect data and iterate quickly!

Essential PPC Knowledge
Key PPC Definitions

Key PPC Definitions #2

PPC Bid Strategies

PPC Match Types

PPC Frameworks
PPC Ad types
Sponsored Sponsored Sponsored Demand Side

Product Brands Display Platform

Sponsored product
Location: On product detail page or in search results
Targeting: Can be done by keyword, product, or category
Layers: Campaign, ad group, product
Start with keyword targeting and then move on to

product targeting
Goal: Product rank: Going for clicks 1-2 KWs per
Best campaign, search volume 5K SV+
Practices Goal: Product revenue: Going for ACOS. As many KWs
as we want - more opportunities for Amazon to make
sales
Group KWs by root - gives feedback as to which roots
perform better, double down on the roots that are
doing well

Sponsored product: Search Results

Sponsored product: Highly rated

Sponsored Brand Video: Search Results

Sponsored Product: Product Detail page




Sponsored Product: Product Detail page with coupon



Sponsored Brand: Search Results Top Banner

Sponsored Brand

Sponsored Brand: Store Spotlight

DSP: Google to Amazon Ads
Missing: Screenshots of
DSP ad examples

DSP: Product Detail page

DSP Video: Desktop, Mobile, Tablet - On and Off Targeting and Retargeting

DSP Case Study: Cheetos Mac ’N Cheese
DSP
Video
Cheetos
store on
Amazon
DSP
Static

Sponsored product
Product Collection Store Spotlight Video
Promote your brand and a product

Promote multiple products from Drive traffic to a store, including using video. Drive traffic to your
A landing page of your choice. subpages. store or the product detail page.
Location: Banners (product collection), Banner (Store spotlight),

PPC video (on search results)

Sponsored Display
IMPORTANT: Contextual targeting
Choose “category” when many products are relevant and you want
a wider spread of impressions
Choose “individual” for more specific spread of impressions.
This is more limited.
Generic or low relevancy KWs will lead to low ad performance
Very specific - need specific product
Extra tip:
Coupon Usage: Green colored tags that can dramatically increase
CTR. You might have to increase your price in order to retain margin.
These prices changes will be done outside of the campaign.

Demand Side Platform (DSP)
Amazon's integrated software solution that provides

automated, centralized media buying from multiple
sources, on and off Amazon.
(Think showing up on Google search and Facebook)
Targeted to specific browsing behaviors and actions

and demographics.

PPC Naming Conventions
Formula: Short form product name + SKU + Ad Type +

Match Type + Start Date + Root Group

PPC Naming Conventions Best Practices
Increasingly critical Crucial to group by

Objective Based &
as you scale to root to improve
Data Based
hundreds of performance and
campaigns make optimization
easier

The most efficient way to manage
PPC campaigns is by roots.
You can expect similar roots to

perform similarly.
Inspect the Search Term report on a

regular basis to see if keywords and
sub-roots need to be regrouped.
Over time, keywords may change and

new roots may emerge and perform
better.
Practical Example 1: Dividing campaigns based
on performance
Inspect Search Term If you find this to be the Increase budgets and
Report to see if a sub root case, divide and separate scale campaigns that are
is performing better than into multiple campaigns. performing well.
another sub root.

Practical Example 2: Combining campaigns based
on performance
Inspect Search Term Combine KWs under the same “root” After running campaigns for 10-21
Report to see if related campaign. For example: The “infant” root days, you can identify which sub
keywords are performing campaigns have “elephant toy for infant”, roots are performing better or worse,
well you can add in “piano for infant” as well and split them up. For example,
as any other “infant” related KWs you “elephant + infant” is doing good,
discover. and “piano + infant” is doing poorly,
remove the “piano + infant.”

Pro PPC Decision Funnel

PPC Decision Matrix

Healthy TACOS in 2023 - Even Bigger
At Launch: UNCAPPED!
Week 2 - Week 4: <60%
Week 5 - Growth: <30%
Maintenance: 5 - 15%

Daily budget best practices
Your overall budget depends on the total number of campaigns you are running
Ask yourself: What should the total spend be for this ASIN?
Split campaigns from ASIN level down to individual campaign
Budget is dynamic: Just because you set a large daily budget doesn’t mean it will
be spent. You’ll need to dial in based on CVR.
If you’re too conservative, it means that budget is too small.
If your campaigns are going well, keep increasing spend to scale ads.

Biggest challenges facing most Amazon sellers
Which keywords to target and what type of targeting to use
Which ad placements to use for those keywords
How much to bid on each keyword
How much budget to allocate for each campaign
How and when to optimize a campaign or keyword bid
How to properly write a listing to maximize keyword ad position

and minimize cost per click (CPC)
How to deal with variations
How to shift gears depending on the phase of the product

Advanced PPC strategies
PPC Launch Timeline: Day 0
Product Targeting Campaign With Low Budget

For Indexing:
Target top 25+ competitors
Every click and conversion counts
Helps index new product to current competitor’s keywords
End Action: Turn off any targets with at least 12 clicks

and no conversions within first 4-6 days

PPC Launch Timeline: Day 0
Exact Campaign:
Group by root word and select all relevant roots
Select roots and broad match roots
Target relevant keywords only
Target keywords that have 25+ monthly searches
Go as deep as you want (budget dependent)
Bid 1.5X - 2X suggested

PPC Launch Timeline: Day 3-7
Important: Only if you’ve optimized for CVR
Step 1: Optimize original campaigns

Step 2: Pull search term report, isolate sub roots that are over
performing and go deeper
Step 3: Activate broad, phrase and exact campaigns

PPC Launch Timeline: Day 3-7
Broad and phrase:
Target most relevant keyword roots
Normalize list to ensure no overlap, be conscious of roots that are broad

matches of each other
Negative exact the exact KWs in exact campaign all of the broad and phrase
campaigns
Negative phrase all broad keywords (will force Amazon to only find KWs that
are out of order)
Bid below exact but above suggested price for broad and phrase campaigns

Activate Auto Campaigns: Day 7-10
Set up four different auto campaigns
Make one campaign for each match type: loose, close, missing, missing etc ?
Close will convert highest - OK to bid the most
Usually bid under 90 cents
Bid somewhere below broad and phrase

Begin Optimizing: Day 7-14
Monitor Keywords: Pull Report: Lower Bids:

Keywords should be Pull the search term report for all On exact campaigns with
ranking in top 50. If campaigns. Negative exact all more than 20 clicks, but no
keywords are not keywords that are not converting conversions. Turn off
showing up, make sure with at least 20-30 clicks. anything with more than 30
they are correctly written Negative phrase all terms that are clicks and no conversions. If
into the listing for maxim wasting clicks (IE: major brand CTR is below .1% and 15-20
ranking potential. names). Reorganize root words clicks with no conversions,
based on performance. turn off completely.

Pro Tip:
Don’t lower bids too quickly
Reduce bids by $.05 - $.10 at a time below your

current Cost Per Click.
If you lower bids too quickly Amazon will punish

you and throttle impressions

Launch SOP Tree: High CTR + Low CVR
Lower Price until CVR improves
Ask typical buyers what they need to see before purchasing and make sure it’s included in
your listing (2nd Image, Top Bullet, A+).
Ensure the majority of your PPC is targeting highly relevant keywords. Generic keywords may
convert lower.
Ensure that your main image and title are representative of your actual product offering.
Buyers may be confused by the image and then bounce when they see what you are really
selling.
Begin raising prices by 1%- 5% every 3 days. If CVR slows down again, drop price back down.
If you cannot get it profitable after content iterations, it may be that you chose a less
desirable design and should move on from the product.
Launch SOP Tree: Low CTR + High CVR
Low CTR can be the result of generic keyword
placement, high pricing, poor images, or poor reviews.
Test several new images and lower price to spike CTR. Refer
to the main image matrix for ideas. 1 image per day, check
CTR a day later.
Ensure your product is written and indexed and PPC is

targeting highly relevant keywords.

Launch SOP Tree: High CTR + High CVR + Low TACOS
Re-order more units immediately, even if its 30 days. This is the type of product
you want to push.
Estimate how many days of inventory you have if your sales:

1. Stay the same 2. Double 3. Triple
If you are not in danger of running out of stock, this is where you put your foot
on the gas. Turn on broad and phrase campaigns and re-write the title with a
new keyword and root which is performing well. Turn on all exact keyword
campaigns targeting all keywords from the MKL with that root with a slightly
higher bid than the phrase and broad campaigns.
After 4-10 days, optimize those campaigns and move on to the next root.

Don’t do this: Big mistake during launch: Trying to be
overly profitable and hurting KW rank
and then sales

Instead, do this: Sacrifice profitability to increase KW rank (Part 1)
By sacrificing profitability, your organic
KW rank will go up, leading to more
sales

Instead, do this: Sacrifice profitability to increase KW rank (Part 2)
Once optimal performance has been
reached, KW rank will level off. At this
point you can decide whether or not to
throttle back on ad spend.

Case Studies &
Practical Exercises
What’s happening? Case Study #1
Spend down from $100 to $55, TACOS down from 14% to 4%

Spend down, ACOS up, TACOS down


Case Study #3 Answer: Maintenance mode


Case #4 Answer: Launch into Growth and Profitability

Case Study #5: 8 Days into Launch

Case Study #5: 8 Days into Launch, Growth Mode

What’s happening? Case Study #6 - Part 1

What’s happening? Case Study #6 - Part 2

Promo Code:
PPCMC23

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Overview: PPC Masterclass

Run time: Breaks: Level: Recommended

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Q&A: Replay Information:

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Click Through Rate Conversion Rate Revenue: Relevancy:

Copyright © 2023 Seller Systems. All rights reserved.

CTR has only two levers at launch: Content & Price

Can’t have conversions without Traﬃc

Test Test Test: Price, Content, Coupons

Copyright © 2023 Seller Systems. All rights reserved.

Strong performance Fair performance Weak performance

Copyright © 2023 Seller Systems. All rights reserved.

The fourth part of Amazon’s ranking

Selling a higher priced item will

Keep in mind that high priced

6 Products 3 Products 1 Product

Copyright © 2023 Seller Systems. All rights reserved.

Don’t run auto campaigns -

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Identify the KW roots with the most search volume.

Write the listing to maximize ranking juice based on match type.

Copyright © 2023 Seller Systems. All rights reserved.

How competitive Overall How many How to Overall risk /

Copyright © 2023 Seller Systems. All rights reserved.

winter soft dog hats

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Relevancy: Count if ranked in top 45

Color coding - Red high competition - green / low

Color coding - thresholds 80%+ very strong, 60%

%of kw’s page 1

How to remove KWs / manage exclusions / branded

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Ranking juice can be impacted by:

Match How listing is Source of Relevancy to your

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

It’s impossible for Amazon to rank you on thousands of keywords if it

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Sponsored Sponsored Sponsored Demand Side

Copyright © 2023 Seller Systems. All rights reserved.

Start with keyword targeting and then move on to

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.

Copyright © 2023 Seller Systems. All rights reserved.