My Amazon Guy PPC AMA with SellerX Hannah Whitlock
Hannah Whitlock is a PPC Manager at SellerX, an Amazon FBA aggregator and Berlin’s newest unicorn. Hannah is in charge of creating advertising strategies to help scale some of Amazon's largest brands. Hannah comes from an agency background, with experience in Facebook and Google advertising as well as Amazon.
00:00 PPC AMA with SellerX Hannah Whitlock
10:12 Introduction of guest: Hannah Whitlock
10:26 What does SellerX do
11:05 What is the best advertising strategy going into 2022 right now
12:48 What is your preferred AMZ campaign structure
14:27 What sort of bidding strategy should you be using on your PPC campaigns
16:15 How accurate is the category conversion rate in Growth Opportunities
17:12 When launching, do you target long-tail KWs first before high search volume top KWs? Or do you target both at the first week of launch
18:57 Why do you only recommend using exact and broad match in launching and not the phrase
19:40 Don't you think we need a new metric in PPC instead of TACOS to measure the health of Ad spend because at the end of the day what's important is the ROI, and not the ROS, maybe we should measure
21:58 If you have found good search terms in Auto & Broad and want to put them in Exact, do you add them to an existing Exact campaign or do you create a separate campaign
23:44 Maybe we should measure the Ad spend over your AMZ payout (sales-tax-referral and FBA fees). Because at the end of the day, if I am selling $1000 and AMZ is taking $400 for referral and FBA. My sales are $600, not $1000. The other is actually AMZ sales
24:51 How valuable do you think bid calculators are? To calculate bids with a certain formula according to your targeted ACOS. I’ve used bid calculators and now I’m getting no impressions at all
25:48 Product sells 200 units monthly. 70 of them PPC (15% TACOS 40% ACOS). It used to have a 30% profit margin but after shipping went up, it is now 15%. Can I close all PPC for it or give it up
27:39 Better to use in the same campaign with new Adgroup and bid should be same as CPC you got on those search terms or maximum 10% higher
27:57 What is Broad Match modified campaigns
28:33 When you are tasked to a PPC audit, what areas do you check
31:34 If i stop my PPC for a week for my item because it has low stock and the inventory is on the way, will that affect my organic ranking and my organic sales
32:26 How many KWs would you include in a campaign
32:56 Which strategy is best for high priced products
35:36 How many target keywords do you include in one manual campaign
36:06 B2B Ads don't work well. I am trying to sell to licensed hairstylists under B2B. It's only by keywords
36:58 What a budget ratio should be, SP versus SB versus SD
39:53 I just launched a new product on 5th January with PPC only by targeting big KWs and already sold 150+ units and benefit of targeting big KWs is my organic orders 40% and now my organic orders are increasing because I am ranking good on big KWs now
41:22 Which strategy is best for products w/c are priced 1.4-2x than other similar products
43:05 What tip would you give for making a sponsored brands video convert well
43:53 In your opinion, what is the most underrated Ad feature on AMZ
44:05 Is there a PPC course available
44:48 I've done PPC on amazon but until now I'm still experiencing loses how to optimize this campaign
45:37 What do you think about creating 4 auto campaigns for 4 different match types
46:05 What should be the TACOS in the second month after launching. Is 30 considered high or healthy
47:07 For auto campaigns is it a wise decision to go w/ 900% placement by just setting the bids in a few cents