#470 - Amazon Ask Me Anything with Bradley

In this episode of the Serious Sellers Podcast, Bradley Sutton tackles all the burning questions submitted by our amazing community. From optimizing your Amazon listings to how to improve your ACoS, Bradley leaves no question unanswered. Join us as we delve into topics like changing images for dropping conversion rates, the impact of new content in Amazon listings, alternative KPIs for effective images, leveraging ChatGPT for listing optimization, periodic listing updates for different keyword sets, Helium 10’s guide to product launches, and more! Don’t miss this jam-packed episode where he shares his expert insights and actionable advice. It’s time to tune in now and take your Amazon game to the next level!

In episode 470 of the Serious Sellers Podcast, Bradley answered the following questions:

• 01:53 – Changing Images When Conversion Rate Is Dropping
• 02:18 – Does Amazon Love New Content In Our Listings?
• 02:56 – Any Other KPI For Effective Images Other Than Sales?
• 05:42 – How To Use ChatGPT To Optimize Your Listings
• 07:31 – Periodically Updating Listings For Different Sets Of Keywords
• 08:45 – Is There A Helium 10 Guide To Launching New Products
• 09:09 – Should A Keyword Become A Negative Target With Good Impressions & Clicks?
• 12:55 – User Customized Order Threshold On A Positive Rule
• 15:09 – My ACoS is Over 100% Any Tips To Lower It?
• 15:55 – How To Improve Your ACoS Using Helium 10 Adtomic
• 19:09 – What’s A Good Target To Hit For ACoS?
• 19:32 – Look At Your TACoS
• 19:53 – Let’s Talk About Bid Strategy
• 20:35 – What’s The Best Way To Learn/Start With Adtomic?
• 21:33 – How To Setup Rules Inside Adtomic
• 25:52 – A Tool To Prevent Running Out Of Stock
• 26:13 – Which Is The Best Filter To Get A Keyword From Cerebro

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Bradley Sutton:

Today I’m gonna be going over all of your top questions that you guys have submitted as far as Helium 10 and other Amazon strategies. How cool is that? Pretty cool, I think.

Bradley Sutton:

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 completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And what we do, guys, is once a week, every week we have a training for our Sirius Sellers Club members, and our Helium 10 Elite members, Sirius Sellers Club is our private community of sellers who are doing over $500,000 a year on Amazon. And our Helium 10 Elite is one of our special communities as well. And once a month we are going to be opening up this kind of ask me anything to everybody and also repurposing it as we are doing right now as a podcast episode so you guys can take advantage of some of the questions that other people have and maybe it’s some similar questions that you have.

Bradley Sutton:

So here is our ask me anything for, for this month. I hope you guys are able to get some, some great tips out of it. And if you guys would like to participate in the July one, don’t forget to sign up to get notifications on when we’re gonna go live. If you’re on our email list, you should get a notification. If you’re subscribed to our YouTube, subscribe on our Facebook groups and you’ll get a notification on when we go live to do it. But we’ll definitely be doing this once a month. You guys could submit all your questions about Helium 10 live. Let’s go ahead and hop right into it. Whatever helium 10 questions you guys have on how I can help you with your Amazon business go ahead and throw it into the chat and I’ll try and get to as many questions as as possible.

Bradley Sutton:

Somebody from YouTube says, I changed my image because my, my conversion rate was dropping after changing my picture. It didn’t see much increase. Yeah, so just because you change your images, that doesn’t always guarantee that, oh, okay, hey, everything is going to be completely fine. You know, after that, that’s not, you know, that’s not, that’s definitely not the, the way it works. Now, that doesn’t mean you don’t try changing it because sometimes the image strategy changing can help, which is why, again, you use Listing Analyzer to look at what is working for your competitors. Andrea said Amazon loves new content. Yeah, sometimes that’s true. But I wouldn’t change your, Ima I wouldn’t change your listing all the time because at least on the, on the keyword side, sometimes it can actually confuse the Amazon algorithm. So just because you can do new, new listings and you’re a listing builder in Helium 10, I wouldn’t always, I wouldn’t always change my listing like nonstop because the, the algorithm might not be able to, the algorithm might not be able to, to react in time. Jesse says, is there any KPI we could use to see how effective our images are other than sales?

Bradley Sutton:

Well, I mean, at the end of the day, that’s what matters, sales. But sales is only the very, very end of it. There’s different steps. There’s add to carts. There is your session unit session rate. So for example, the first thing in Helium 10, I would be looking at, especially on our, on the new insights dashboard and something that I check like sometimes on a daily or weekly basis is my unit session percentage. Alright? Basically out, out of how many sessions, how many sessions, how many times people visited my page, what was my sales, right? And then the sessions itself, because think about it, if my keyword ranks stay the same, which they don’t always say the same, but let’s just pretend that on average my keyword ranks are similar from this week to last week and my sessions or page views, if either of those metrics goes down, what does that mean?

Bradley Sutton:

That means that people in the search results were choosing my product less. They clicked on it less. Let’s just say if the search volume was kind of similar, right? And so this is obviously something you can look over time. So I’m gonna be looking at my Helium 10 dashboard at my sessions, first of all, and my keyword ranks because if the keyword rank stays the same, but my sessions goes up, that means more people are clicking on it in the search results than before. Meaning that maybe they like this new price point I put, maybe they like my new title, maybe they liked my new main image. If my sessions goes down well then something is wrong. The same thing, like maybe we’re talking about your, your page views or I mean, maybe you actually change your a plus content or you change your secondary images, something you can’t see in the search results.

Bradley Sutton:

Well, the metric that would show that is of course your unit session percentage. All right? So if you were getting 100 sessions and you are doing five sales, well, your unit session percentage is gonna be 5%. That’ll show on your Helium 10 dashboard. But if all of a sudden that goes down to 2% after you change some images, well guess what? Whatever new images you have, they’re not performing as well as your old ones. So I would revert back to the old ones, right? If your unit session percentage went from 5% to 8%, well then regardless of what your sales did, you know, cuz maybe sales, you know, can go up or down if that, if that unit session percentage went up, you know, you made the right decision with changing your images. If you’re outside of Helium 10, and once you get into search crew performance, you can even take it to the next level and start examining your impressions versus your clicks versus your add to carts.

Bradley Sutton:

And then your sales Kunal says, how exactly can we use ChatGPT for optimizing and upgrading the listing? So here, let me tell you exactly how I do it. So I had a listing that I thought needed refreshing, and so what I did was I imported it into my listing builder and then I put some new keywords I wanted to include in there. And then for a couple of the, I didn’t do the whole entire listing, but like a couple of the bullet points, I just had the ChatGPT inside of Listing Builder, kind of like, give me another idea based on a different vibe. So like you can choose inside of Listing Builder the vibe that you want, like humorous or serious or there’s other, there’s other ones you can do.

Bradley Sutton:

So I was like, I wanna do a humorous one, maybe I wanna do a new title that’s humorous. So I put in there which keywords I want listing builder to use or ChatGPT And then I, I had it refresh I had it refresh a new title for me using that different vibe. And then maybe I didn’t use the exact one that it gave me, but it gave me an idea, like it made something in the way. I was like, oh, that’s a pretty cool way of saying that, or that’s a pretty cool way of saying this bullet point. So that’s how I personally do it. If I have a brand new listing, I’ll use it to get a start on it. I have all my keywords and I’ll have ChatGPT make round one. Now I go in there and I still change a lot of it, right?

Bradley Sutton:

I still change a lot of the listing because ChatGPT doesn’t always use all the keywords that I want to specify, but I have it get me on the right track because sometimes we all have, you know, writer’s block sometimes and we don’t know how to get started, but it usually as soon as ChatGPT makes a test listing based on what the inputs I put, I’m like, man that’s a great, that’s a great start. And then I go in there and I start optimizing it from the keyword the keyword basis. Matthew says, what are your thoughts on periodically updating your listing to try and optimize for different sets of keywords? So, so like I said, I am not going to do it that often. All right? Like when I say often I’m talking about I’m not, I’m not updating my listing like once a week or something like that, that’s gonna confuse the Amazon algorithm.

Bradley Sutton:

So I could do that in a Helium 10 Listing Builder. I could do a different listing every day if I wanted to, but no just because I could do it, I can do it doesn’t mean it’s a good practice. I usually don’t change my mature listings more than like once every couple months at most, because there’s usually not new keywords that comes up all the time. Now, if I just have a new keyword that I found that my competitor is ranking for, and it’s just a matter of throwing one keyword in there, sure, I can do that, but I’m not gonna change, you know, I’m not gonna throw into my title like once every month, you know, I don’t, I don’t wanna change my title that often, but I’ll throw in a keyword here or there if I’m trying to up, you know, change my entire bullet points, I’m not gonna be doing that once a month.

Bradley Sutton:

No, because again, the algorithm needs time to adapt to what we are putting in the listings. And if I’m constantly changing it, that could actually hurt my, my rank, my rankings. Is there a Helium 10 guide to launching new products? Yes, we have that like the mal, you know, we talk about in the Maldives honeymoon strategy. So this, the 466 and 467 is kind of like the, the pre-launch strategy, all right? So, so that, that’s what gets you like 80% of the way there. And then I would go to h10.me/400 And look at the second half of that episode as far as how I actually launch the products. After that, Michael says, should a keyword become a negative target if it gets a good rate of impressions and clicks? For me, let’s say I’m using Adtomic, I’ll tell you what my rules are that I put in helium 10 Adtomic is I say, Hey, if I get a keyword that has 20 clicks or spend, that equals half of the retail price.

Bradley Sutton:

In other words, if I have a $50 retail product and I’ve spent $25, I’m actually gonna suggest Adtomic to suggest to me to negative match that keyword. All right? If it gets like 25 clicks sometimes I’ll do even 15 or 20 clicks or $25 spend 50% of the retail price, because usually that means that there’s regardless of the buyer intent, my product is just not vibing with them. So it’s just wasting money. That being said, let’s just say that it’s one of my main keywords. Like if I’m selling a coffin shelf and I get great impressions, great clicks on coffin shelf and zero sales, before I negative match that, I gotta figure out what’s going on with my product because that I’m not gonna have success in Amazon. If one of my main 10 keywords, I am getting zero clicks, that means something is broken with my listing, something is wrong with my listing that people are not buying it, or I’m just gonna give up on that product because if, because if there’s nothing wrong if I can’t figure out what’s wrong, then I might as well just stop selling that product.

Bradley Sutton:

Because if my main keyboard, I can’t even get people to click on it and buy it, I’m not gonna have long-term success, I guarantee it. So if it’s just a random keyword, yes, I am negative matching that in Adtomic because it’s just gonna keep losing me sales. But if my impressions and clicks are really good and it’s one of my main keywords, and I can maybe make an analysis and, and compare my listing to other listings and figure out what are people not liking about my listing when they click on it, then yeah, I’ll try and fix it before I negative match that. Joe says, does Amazon provide more ranking juice for a keyword from a clicked product link versus a clicked PPC ad? It’s near identical, you know, in my test, and which is why like the Maldives honeymoon strategy that we talk about works, which is a hundred percent based on PPC, because it, you know, think about what matters to Amazon, right?

Bradley Sutton:

They want to get the sale, sure that they can get, you know, a 50 cent cost per click, and of course they, they wanna make money in sponsored ads, but at the end of the day, if they have a $50 product, Amazon is making $8 on the actual sale of the product, plus the money that they’re gonna make in fulfilling it. Their profit margins in the pick and pack and all that stuff, right? So at the end of the day, Amazon wants to make sales, and so it’s going to show the products at the top of the page that gives it the best chance to make that sales, regardless if it’s PPC, you have control over that, but the organic one is the one that Amazon’s algorithm has control over. So when you are optimizing your listing for keywords, and that’s what this strategy I’ve been talking about today is about, then you need to make sure that you are showing up either in sponsored or organic.

Bradley Sutton:

And if you wanna show up in organic, you have to start with a sponsor. So usually it’s, it’s not one or the other you’ve gotta try and optimize for, for both. But Amazon is checking what people are searching for, what they’re clicking on, regardless of if it’s organic or if it’s PPC. Easy stud rack from YouTube says under Adtomic suggestions, new keywords. I see in quotation mark here, user customized order threshold on a positive rule, I see red, yellow, and green dots on ACoS. I’m scared to check the suggestion. What is it suggesting? So when it says user customized order threshold on a positive rule, what that means is that you set a rule, which is what exactly, what you should have done is you set a rule saying, Hey, if, if in an auto or broad campaign, I get X number of sales at this, a cost suggest to me to add this to my manual campaign.

Bradley Sutton:

So that’s what you should have set up. It sounds like that’s what you did set up. So it’s suggesting, I mean, again, it’s suggesting whatever you entered into it. So the suggestions, there will be zero suggestions if you didn’t set up the rule yourself. So the fact that you’re getting a suggestion and an Adtomic easy stud rack, that means that you must have set up a rule. Now, I can’t tell you if the rule that you set up was good or not. This is a garbage in, garbage out thing. So if you gave it a terrible rule, well, yeah, you’re gonna get terrible results, but let me tell you what I put my rule, and then you can check your rules. So for my rule, for my positive rules, the one that means I’m adding keywords to another campaign I put in my Adtomic, if I get two sales for a search term or an ASIN, two sales, and the ACoS is below what my threshold is to be profitable, let’s just say it’s 30%, right?

Bradley Sutton:

If I get two sales at below 30%, ACOs suggest to me to add this to my manual campaign. So hopefully that’s what you did to set up yours, all right? And if you see it on the suggestion page and you hit the plus sign, you know, so you go ahead and submit the suggestion. It’s only going to do what you had set up for the rule. So I would go in, check what you had put for the rules, and then if you’re cool with that, then go ahead and run your suggestions through.

Bradley Sutton:

Michael says, thanks Bradley, your webinars ask me anything, and podcasts are literally lifting my business off the ground. I love to hear that, Michael, that’s awesome. Romaine says, my ACoS is over a hundred percent. Any tips lower. So hopefully you’re using Adtomic. So if you’re using Adtomic, this is what I would do. Romaine, I’m in the Project X account, and I mean, if you had the rules set up, Adtomic would be sharing, telling you what you need to do to get your ACoS down. But let’s just say maybe you didn’t set your rules up, or you just started with Adtomic. Like if you just, if anybody just starts at that Adtomic, here’s what I would, here, here’s what I would do. I, I would look at the last, like, let’s just say 60 days, all right? And I’m, I haven’t even looked at at the advertising here, so I’m hoping that nothing shows up here, but there might be some that that show up because I haven’t been on traveling for a while, so I haven’t been following up with my Adtomic here.

Bradley Sutton:

I’m going to go to my analytics and I’m going to go to search term, all right? I’m gonna go to search terms, and then what I wanna do is I wanna say, Hey, what have I spent at least or no, you know what, I’m gonna pick clicks. Is there any search terms that I have had at least 25 clicks? All right, but I have had zero PPC orders, all right? So this is just so simple. You can’t really, it’s harder to do this in Seller Central, but that’s why I love Adtomic. And look at this. Here’s 22 search terms, good grief that I have spent a couple hundred dollars on and that I have gotten zero sales. So take a look at this guys, right here, here is an asin. Alright? Maybe I wanna see what the heck is this asin.

Bradley Sutton:

So I’m gonna see what this ASIN is, this is another coffin shelf. Look at this, guys. I had not been paying attention to my Adtomic. I have gotten 116 clicks, this is terrible. What’s wrong with me? I’ve gotten 116 clicks on this keyword with zero sales. I spent $54. So I want to negative match, but I wanna see where is this showing up. So what I’m gonna do is I’m gonna show, I wanna see this in the ad group, the actual ad group. So I’m gonna hit this toggle for ad group. This is why Adtomic is so amazing, guys, if you guys aren’t using this, my goodness, you guys are wasting a lot of time. All right, so, oh, you see this is good. I actually have this ASIN as a target inside of, of this campaign. So I’m gonna actually click this and I wanna go into this campaign and then just take a look at what the heck I was thinking.

Bradley Sutton:

And what I did was I saw this on my analytics page, and now I opened up to the product target group, and sure enough, here is in the last 60 days, what ASIN was this? RK9, here’s RK9, 0 sale. So I’m gonna pause this. This is just wasting me money, like ridiculous. So I’m just gonna go ahead and pause this. And now I’m not gonna spend any more money on this target that is costing me money. Alright? What are some other ones here? Pink Coffin Shelf. Alright, for whatever reason on the research group, pink Coffin Shelf is not working for me. So you know what I’m gonna do? I’m without even having to go to the campaign, I’m gonna go ahead and add this as a negative match. So I’m gonna hit this negative target, and I want to negative match this on this research campaign.

Bradley Sutton:

There it is right there. I’ve gotten 85 clicks with zero sales, I’m gonna hit apply, and now this is never gonna show up in that campaign again. So if I would’ve just left this, that’s like $75 worth of spend potentially that I just saved over the next two months by, by taking three seconds and doing this in, in Adtomic. So, so that’s what I would do. The first step I’m going to do to lower my ACoS is seeing where I’m spending money and not getting any sales. There’s, there’s of course a lot of other things you can do, but, but that’s, that’s my, that’s my first thing. Michael says, what’s a good target for ACoS? It, it depends, you know, there’s, there’s no one answer for this. The best ACoS you could have is what makes you profitable, but you should also be thinking about your total ACoS or your TACoS, because sometimes you could be maybe not so profitable on an individual ASIN or on your ACoS on your actual campaign that you’re doing, but because you’re running this, it has this like ripple effect across your other products where overall you’re still profitable.

Bradley Sutton:

So don’t just just look at your ACoS, but if you just wanted to just be profitable exactly on what you’re advertising for, yeah, you can look at your ACoS and then you’ve gotta find that, that sweet spot where you can still be profitable. Pala says broad phrase and exact, what’s the difference between the bids strategy? Again, every, everything I do, no matter if it’s broad, no matter if it’s phrased, no matter if it’s exact, when I’m setting that up in Adtomic, is I’m just trying to be profitable and my target price for exact might be different than it is. You know, like maybe sometimes for broad and auto, I have to keep lower bids because the, you know, the targets can be all over the place, right? So I might have to keep a lower bid just to make up for all the keywords that it’s gonna show me that maybe I’m not gonna get many sales on. But yeah, it, it’s up to you and it’s, it’s up to your product at what you can remain profitable. There’s no magic number that you should be shooting for.

Bradley Sutton:

Robin says what’s the best way to learn with Adtomic is if you just started with Adtomic reach out to customer support and they’ve got like this eight boarding, eight boarding, I can’t even speak, right? Eight week onboarding, short and firm, eight boarding, eight week onboarding course where you can hop on calls like this once a week and just get demos on how to set the whole thing up. And of course we’ve got videos as well in the Adtomic where you can help get set up. But, but yeah, I would definitely rely on that, that eight week course, which is completely free to get ramped up. Brett says, I first started with PPC, had a very poor structure. I’ve heard that if you move keywords to new campaigns, you lose history. How do you recommend reorganizing? All right, so here’s exactly how I have it in Adtomic.

Bradley Sutton:

I wonder if I could even show you guys my, I think I can. Yeah, I’m gonna show you guys exactly how I have it set up in Adtomic, and this is, is the best way to have it have it set up. All right, let me look up my rules here. Perfect, perfect. All right, so I’m gonna show you guys my rules for Adtomic. Let’s just look at my promotion rules, my positive rules. This means how I find new keywords. All right? So take a look at what you see here. These are all of my campaigns for this egg rack product. I have got a research campaign that’s a broad campaign. I’ve got an ASIN product targeting campaign. I’ve got a performance campaign. That means that’s my exact manual campaign. I’ve got a sponsored display campaign here. I have an additional exact campaign because me, I like to keep my tar my campaigns, my exact campaigns to a maximum of 20 targets.

Bradley Sutton:

That’s just me. I just keep it on max 20. And then once I reach 20, I gotta make a new campaign, right? I actually have three of those here in this, in this, in this flow. And then here’s my auto campaign. So how I set these rules up, I know this looks like if you’re new to Adtomic, this looks like just a bunch of check marks. Basically I have this set up where it’s basically it’s saying, Hey, let me show you at the bottom here. If I have two orders on a certain target or a certain search term or ASIN and it’s 30% ACoS or less, by having, if I find that in the auto campaign, by me having this check mark in the research campaign, what it’s saying is if I find a keyword that I get two sales on, it’s going to go ahead and add it to my broad match campaign so I can maybe find some more long tail keywords.

Bradley Sutton:

It’s not going to delete it from the auto campaign that’s called keyword isolation. Some people call that I’m not doing that, I’m keeping it in the auto campaign unless it really starts taking off in the research campaign. The same time, it’s also adding an exact camp match for that search term that it found in the auto, in my manual, exact manual campaign, let’s say it finds something in the research campaign that’s my broad, it finds a long tail keyword. Again, it has to match this criteria of two orders and less than 30% ACoS. If I get that in my broad campaign, it’s also going to add that to my manual campaign. As you guys may or may not know in an auto campaign, it can show me for ASINs on product targeting, right? It can show me for an ASIN somehow. So the same rule applies.

Bradley Sutton:

That’s what I have here. I guess set up this once guys, and I never have to worry about this. If I get two conversions on an ASIN in my auto campaign, look at this, I have that, it’s going to add it to my product targeting campaign. Alright? My ASIN targeting campaign. So I can make Amazon show me for this ASIN and my sponsored display campaign. So again, all of my campaigns here are talking to each other thanks to Adtomic and I don’t have to go download my reports every single time and try and figure out and add things and delete things and negative, no Helium 10 is gonna do all that for me. And then, so let me just show you if, if the cam, if it actually works, I go to my suggestions. Let me see if there’s any new keywords that it’s going to suggest.

Bradley Sutton:

Hopefully, like I said, hopefully the answer is no, but wow. Look, look at this. Good grief. All right, so for this ASIN, look at this. I converted in a pink shelf or in my pink coffin shelf campaign. I converted for this ASIN right here. Look at this. I only spent $4 and I got $63 worth of sales. This was from an auto campaign, right? So if I put my mouse over here, it’s saying, Hey, you need to add this to your product targeting campaign and you need to add it to your sponsor display campaign. You think I want to do that? You better believe I want to do that. If an auto campaign can can perform this well, I definitely want to do it on purpose. So I just hit this button. Once I hit apply, boom goes to dynamite, it’s done. Adtomic just added that ASIN to my sponsor display campaign and it added it to my product targeting campaign.

Bradley Sutton:

That’s thanks to Adtomic finding it this keyword in an auto campaign. So now I’m gonna be targeting those 24 hours a day, theoretically speaking in my exact campaign. So that’s the power of what Adtomic can do. Jesse says, is there a tool we can use to prevent running it outta stock? Yeah, inventory management, inventory management and helium 10. If you set it up correctly and, and you set the right algorithm of what you know, of what your product is and the sales are all tied to, to helium 10, it’ll help you to not run outta stock because it’ll tell you when you need to order more, when you need to transfer some from, from your inventory, like from your 3PL et cetera. That’s what I use for all of my Amazon accounts. What is the best filter to get a keyword from Cerebro? I mean, it depends. There’s a million filters in there, but I like the one click filters in Cerebro. You know, if I enter a whole bunch of my competitor ASINs, the very first button I’m gonna click is the button top keywords, right? The next button I’m gonna click is opportunity keywords. Those will give you some great keywords right there.

Bradley Sutton:

Samuel says, Bradley, from your example, if you add those keywords to your sponsored display campaign and find that after 30 plus days it’s not performing in that campaign, do you pause that target? Absolutely. So it, regardless of how I found a keyword, when I found a keyword, why I found a keyword. If there is a keyword that is not performing well, I, and I’m not gonna go dig into figuring out, is there something wrong with my listing? Let’s just pretend that I know that everything is as good as it can be. I’m just finding out that this keyword doesn’t perform well. If I’m getting that 25 clicks with no sales, 30 clicks with no sales, or if I’m spending 20 bucks with no sales on a $40 product or a $30 product, yes, I am pausing that target because it’s just not working.

Bradley Sutton:

If you don’t have to get a sale every five clicks, no, but my, my number that I pick is anywhere between 20 to 40. If I go 40 clicks without sale a sale or 30 clicks, it’s very unlikely that I’m gonna get a sale after 60 clicks, for example. I hope that makes sense, so that’s why I go ahead and pause it after, after that amount of time. So I thank you guys for joining me on this training. We’ll see you guys next week. Bye-Bye now.