Firing The Man

PPC Strategy for Q4 Holiday Sales with Expert Pat Lum from Asteroid X (Part 1)

Nov 8, 2022

34:17

Pat is the co-founder and President of AstroidX, an Amazon Partnered Agency that helps its clients dominate its pay-per-click advertising. Over the 5-years, Ken and I have worked with Pat and his team with great results and service. In this episode, he talks about how to approach Amazon advertising this holiday using the correct seasonal strategies. He also shares how you could determine if your campaign is successful through figures and the right strategies to apply for new launches.

[00:01 - 08:02] Opening Segment

Welcoming Pat to the show
Pat shares his story and how he founded AstroidX
Dancing on the street he fell in love with marketing and he started his entrepreneurial journey

[05:45 - 21:01] What’s the landscape look like for Amazon PPC 2022

Amazon’s ad platform is growing quickly compared to its competitors
Basic ad units are still effective
You can get up to 80% of the benefit of the ad platform by using sponsored products and sponsored brands correctly
To mitigate the risk you have to have enough preparation for the big events like Black Friday, Christmas sale
Having tons of sales doesn’t mean you’ve been profitable. Pat shares how you could check your numbers
Want some Amazon refunds? Check out GETIDA
- Promo code: FTM400
Ad campaigns have come a long way allowing you to manage them well with the right strategy

[21:02 - 31:06] Spend Your Dollar Wisely on Ad Spend

Pat’s advice on how to adjust your budget to align with the seasonal trends
- As long as the spending makes sense and is profitable, then keep it on
You can still ride the holiday traffic without paying holiday premiums on your keywords
Avoid overwhelming and overspending using a keyword strategy
Put effort and money into product development by listening to what the people are saying including their complaints
The higher the click-through rate, the better the reviews
A decent ad spend when a product is up and rolling should be 20 to 30% of the MSRP for mature products and 50 - 60% in the beginning

[31:07 - 32:19] Closing Segment