#687 – Amazon Audience Targeting with AMC

Unlock the potential of your Amazon advertising with insights from expert Destaney Wishon. Discover how the Amazon Marketing Cloud (AMC) is revolutionizing the way sellers approach their strategies by shifting from traditional keyword-based ads to advanced audience demographic models. By tapping into AMC’s rich customer data, sellers can align their ads more closely with audience needs, leading to increased conversion rates, reduced costs, and enhanced profitability in an ever-competitive marketplace.

Explore the art of balancing audience targeting with bidding strategies to maximize the impact of your advertising campaigns. While targeting specific audiences offers unmatched precision, it’s crucial to avoid overly narrow strategies that may limit your reach. Learn the advantages of aiming for the Top of Search placements, where higher CPCs can translate to greater visibility and conversion rates. We’ll also dive into techniques for calculating bid boosts and setting base bids that drive optimal results, leveraging Amazon’s proprietary audience data to elevate both ad revenue and product sales.

Finally, we discuss the strategic use of high-traffic search terms to enhance organic rankings, especially for premium brands. By targeting audiences who have interacted with your brand through channels like TV ads or registries, you can significantly boost conversion rates. With tools like Helium 10 Ads, sellers can customize their AMC instances for more precise audience targeting, leveraging exact match campaigns and keyword harvesting for greater accuracy. Whether you’re a seasoned Amazon seller or a beginner, our conversation provides hands-on tips and strategies to help you navigate the intricate world of Amazon PPC with confidence and creativity.

In episode 687 of the Serious Sellers Podcast, Carrie and Destaney discuss:

• 00:00 – Unlocking Amazon Marketing Cloud (AMC) for Sellers
• 07:14 – Amazon Advertising Audience Targeting Options
• 10:53 – Optimizing Amazon Marketing Cloud Audiences
• 15:40 – Optimizing Amazon Ads for High-Traffic Terms
• 16:15 – Leveraging Amazon Marketing Cloud Audiences
• 18:42 – Targeted Advertising Strategies for Brands
• 23:04 – Creating Audiences for Amazon Ad Console
• 24:51 – Optimizing Amazon Advertising Audience Targeting

Transcript

Carrie Miller:

In this episode, we’re joined by Amazon ads expert, destiny Wishon, for an in-depth look at everything you need to know about Amazon Marketing Cloud, also known as AMC. We dive into the easiest way to get access to AMC as a seller and we explore the types of target audiences you can reach and how to get those campaigns set up. So don’t miss this insightful conversation packed with actionable strategies.

Bradley Sutton:

How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m 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.

Carrie Miller:

Hello everyone and welcome to our webinar. Here today we have an exciting topic with our special guest, destiny Wishon. So thanks for joining us, destiny.

Destaney:

Excited to be here, as per usual. So I was excited to talk about AMC because, in my opinion, this is one of the biggest rollouts to Amazon advertising that anyone can use. It does not matter how big you are, it does not matter how small you are. AMC being added to advertising console is a huge, huge opportunity for brands. Now there’s a few reasons why, but one. It’s also really important to understand the direction Amazon is going with their advertising. So it’s a little bit about what we’re going to dive into today.

Destaney:

Now, first and foremost, AMC stands for Amazon Marketing Cloud, and pretty much what it is Amazon’s database of all of the information that they store about your customers. So historically, they haven’t provided you too many insights, right, but with access to AMC, you’re able to see much, much more. Now. Typically you have to request access to AMC, but with this recent rollout that we’re talking about today, amazon’s made it available for everyone within advertising consoles. So this is not just a you know Helium 10 ad specific webinar. This is for anyone to open up Amazon advertising console right now and be able to have an opportunity to see AMC audiences. So the reason why it’s so important is because, as we all know this is what the top of search looks like.

Destaney:

I’m pretty sure everyone in the chat has dealt with rising advertising cost and a lot of it’s because of how expensive these placements are right now. Now, historically, as we all know, when you are using Amazon advertising, you are bidding on keywords, right. So if I want to show up for this placement right here, I’m bidding on dog food and I am going to be bidding really, really high. These placements are typically $20 to $30. I’m also cracking up because Joshua was already in Seller Central and I’m like no, it’s not here, I will get there. I do have screenshots directly from Seller Central to show you where AMC Audiences is, but we got to understand what we’re getting into first, Joshua. So this is what search looks like right now. It’s very competitive, it’s very expensive and I think what a lot of people have seen is they try to bid on those expensive placements where you’re getting the most visibility, the most impressions, the most clicks, but it’s expensive, so their ACoS is really bad, right. So that’s a lot of what we’re diving into today, because the rising CPCs are due to the fact that if you’re not willing to bid, someone else is right. If you don’t want to bid $20 for top of search. I can guarantee you someone is going to bid $20. And because it’s an auction model, that means all of these premium placements get more and more expensive. And the reason being is a lot of big brands now see how valuable that real estate is. Amazon drives a ton of traffic, so when your ad’s at the top of the page you’re getting maximum, maximum visibility, but this can make it hard to find profitability.

Destaney:

Now the addition of AMC is Amazon transitioning to more of an audience demographic model, and what I mean by that is traditionally your PPC. Your Amazon advertising has been keyword based. If someone types in toothpaste, you’re able to serve them an ad. What Amazon’s enabling and as we all are probably familiar with this, is the future of AI is showing you an ad based on your precise needs. So, as an example, amazon’s tying in your demographic insights and saying are you male or female? What age are you? Are you more likely to buy sensitive toothpaste or are you more likely to buy non-flavor or mint toothpaste, and they’re incorporating that into the advertising auction model. So I think we’ve probably all used like ChatGPT, to ask a question and it shows you a response based on your context. This is the direction Amazon’s going. This is really powerful because, as we all know, again, toothpaste may be really expensive to bid on, but if I’m bidding on toothpaste and targeting a demographic that has a higher propensity to purchase, our conversion rates are going to increase.

Destaney:

So how does your conversion rate affect your cost? Let’s kind of start there for a quick second. When you have a more aligned audience, then your clicks are going to be more aligned. People are more likely to click on your ad because the product that they’re seeing is very aligned with their search and that means they’re more likely to purchase your product. So what does this mean specifically? Well, here’s an example I pulled up. Everyone screenshot this slide so you can take some time to focus on it. If you increase your conversion rate, that means for the same amount of clicks, you’re driving more orders.

Destaney:

One of the biggest issues I see in everyone’s Amazon advertising is they convert poorly on the keywords they should be converting highly on. Let’s use this example of I’m advertising this peanut butter scented dog toy. I’m actually very curious, if that’s actually peanut butter scented, how that works. I don’t know. If you look at the auction that I have here, let’s say I bid three dollars in my conversion rates 15% and I get 20 clicks because I have a high bid and I only drive three orders. You can clearly see my a cost would be a hundred percent. For most people that is taking a loss. They are losing money on that ad. But if they increase their conversion rate to 50%, that means for the same 20 clicks they actually drive 10 orders. Their ACoS drops to a 30%. This is really powerful.

Destaney:

Using audience targeting, we’re able to turn more of our clicks into orders because they are more aligned. Our ads are more aligned with the audience we are targeting. We are no longer just serving an ad to everyone searching for Dogbone. We’re able to target the keyword Dogbone and then also target the audience searching for Dogbone to focus on people that have maybe purchased peanut butter in the past Right, and thus improving our conversion rate. Meaning those more expensive clicks are OK. We can afford them because we have a much higher chance of converting. But the whole concept here is focusing on how do we find more profitability while we increase our conversion rate.

Destaney:

If we’re targeting someone searching for dog toy, that’s a broad audience. We don’t know if that person is searching for puppies, adult dogs, peanut butter, pool toys, beach toys. It’s a broad audience. We know it’s an important keyword, but we don’t convert as well when we’re using AMC to layer in and start targeting based on audiences. That gives us a more aligned audience, which is going to improve our conversion rate. So, josh, this one’s for you when is this within advertising console? Well, as of right now, amazon is only releasing a few audiences even if you don’t have an AMC instance. So I kind of alluded to this earlier.

Destaney:

Historically, you needed to request an AMC instance in order to get access to AMC. That was a really difficult barrier to scale. Well, nowadays, helium 10 can actually help you get your own instance. So we will kind of reference that in the chat and later on. If you do not have an instance, helium 10 can assist on. If you do not have an instance, helium 10 can assist. But if you do not have an instance, you can still see this within campaign manager. So the first thing you’re going to do is open campaign manager, go to create a campaign. Sponsor products or sponsor brands are the ones we recommend.

Destaney:

Starting with, you’re going to scroll down and see the bid adjustment section. This was historically for placements. Your placements were top of search, rest of search and product detail pages, if I’m not mistaken. We’ve always been able to optimize on placements and I think you guys are all familiar on how that works. You bid on a keyword and then you bid higher if you are preferring a certain placement on the page. Audiences the same way. Here are the three audiences Amazon’s giving you for I don’t want to say for free, but that they’ve already rolled out within your account.

Destaney:

High likelihood to purchase based on recent shopping activity. This one’s really important. Imagine bidding on the term protein but only targeting a customer if they have a higher likelihood to purchase because they’ve already been searching for protein Right. That can be pretty valuable. We can run an audience for they’ve already clicked or added our product to cart. Let’s say I’m selling a hundred dollar products and people add to cart but don’t always purchase because it’s too expensive. I can create an audience to target for TV, but only bid X amount if they’ve already clicked or added my product to cart. That type of retargeting historically was only available at DSP. It’s now available in Ad Console. The last one is if they purchased my brand product. Some may ask if they already purchased my product, why would I serve them another ad? Well, think about consumables, repeat purchases, trash bags, candles, things like that, protein supplements, food all of those categories do incredibly well. This is what’s available to anyone right now directly within Ad Console.

Destaney:

Now, one of the other questions that I believe Jessica asked is you know, can we create our own? We will save that for later on. That is a really big opportunity, I think, for brands, but we’ll chat about that later. So what are the issues with this? Actually, I’ll jump into a case study first. So this was a more expensive product I believe it was a hundred dollar product and we added an AMC audience. And what we did is we targeted our top keywords, our most expensive top of search keywords, and we decided to add an AMC audience based on people who had viewed but did not purchase, because, again, we were expensive. We saw an almost double in conversion rate and ROAS, which was really, really powerful for us. We were really focused on pushing our ad to people who are already in the aisle but they had not purchased yet. They were interested in our product oh, it’s a $200 price point but they weren’t quite ready to pull the trigger. We were willing to bid more.

Destaney:

Now this is the key part here. A lot of people may ask is like how does this quite work? Well, it’s a little bit difficult to set up because it’s similar to a placement modifier. You do have to do a bid increase. So think about it. If I’m targeting a broad audience, maybe I want to bid low for everyone in that category, but only bid high if I know they’ve already searched for my product. That’s the philosophy of how we’re setting up these campaigns. So here’s some guardrails I would recommend when setting these up. I don’t recommend applying audiences to every single campaign, and the reason being is you can see, you know we have a large audience in this graphic. If I decide to only target a very small number of that audience, what happens? Same thing is if you bid really low. What happens when you create a low bid for a keyword? Your ad shows up on page five and you get no impressions or little impressions, which means you drive little sales.

Destaney:

AMC audiences are the same way. If you have an account that’s doing over a million dollars a month and you have a broad audience, you can be a little bit more aggressive with how you’re using AMC audiences. If you’re a small brand, maybe you don’t be as conservative with how you’re using AMC audiences. So, personally, what we do is we create specific campaigns for Top of Search. The reason we focus on Top of Search is because it is our highest visibility campaigns. So Jessica asks you know if I have a TOS modifier and an audience modifier, will the CPC shoot high? Absolutely, but that’s not always a bad thing. We have seen conversion rates hit almost 50% with applying AMC audiences. We work in the dog food category and over Prime Day we were able to get our conversion rates to 50% by playing with these modifiers, which allowed us to be profitable. So this is where you have to be careful with how you’re applying your bids. If you don’t want your CPC to shoot high, you need a really low base bid. Start with a 10 cent base bid, basically saying I actually don’t want to serve an ad to my general audience. I only want to serve an ad if I know they’re likely to convert, which is when my AMC audience is applied.

Destaney:

So then you go increase your audience modifier and say I want 100% increase only if they’re likely to convert, and then you stack that with your TOS top of search modifier in the same fashion. So that’s really important to consider because your bid boost is what you’re going to be adjusting and optimizing your ads on right, similar to how you just optimize bids in general. But then you need to calculate the boost. So you have to set your base bid for the minimum you are willing to spend and it’s still going to apply to your general audience, and then you stack the modifier on top of it in order to drive the conversion rate increase and bid higher for that specific audience. That is how we balance scale and kind of the micro targeting here. We continue to run 70 of our campaigns as normal, focused on profitability. But then all of our highest traffic campaigns we look at and say, but what if I applied an AMC audience to this? Would it perform better?

Destaney:

And sometimes we’ll run them side by side, Jessica, sometimes we’ll have our top of search campaigns going because what you’re going to find is your AMC audience campaign is going to be less impressions. There’s only going to be so many people that have already clicked your ad, right, so you’re going to max out that audience. So we’ll create an AMC audience campaign, targeting like five keywords with an audience applied and we’ll max it out. I’ll target everyone in that audience, but then I’ll create another top of search campaign. That’s my normal campaign without an audience. So that way, when I’ve targeted everyone who has a higher likelihood of converting, I’m still serving my normal amount of impressions.

Bradley Sutton:

Blackbox by Helium 10 House is the largest database of Amazon products and keywords in the world. Outside of Amazon itself, we have over 2 billion products and many millions more keywords from different Amazon marketplaces, from USA to Australia to Germany and more. Use our powerful filters to search through this database for pockets of opportunity that you might want to get into with your first or next product to sell on Amazon. For more information, go to h10.me. Forward slash black box. Don’t forget you can save 10% off for life on Helium 10 by using our special code SSP10.

Destaney:

Jessica asked is the audience created by Amazon unique for every brand? Absolutely. Let’s say, I am selling toothpaste and I’m selling a specific flavor of toothpaste. I’m only gonna target the audience that want that flavor of toothpaste. Amazon has all of that data. You have to think Amazon knows whether or not someone typed in bubblegum toothpaste or Sensodyne toothpaste. So what they’re doing is they’re building this highly aligned audience based on your specific product. They’re already starting to do it with Sponsor Brand Ads. I don’t know if anyone’s seen some sponsor brand ads are recommending dynamic copy. That’s exactly Amazon’s trying to do. Is they’re gonna take the ChatGPT AI approach to make sure that anyone who’s targeting or searching for a keyword is getting an aligned ad? It’s no longer just who’s bidding the highest, it’s also what is getting an aligned ad. It’s no wonder just who’s bidding the highest, it’s also what is the most aligned. Because you got to think Amazon doesn’t just make revenue from advertising. Everyone likes to blame advertising for Amazon’s revenue. Amazon makes the most money when someone buys a product. So when they can perfectly serve an ad that’s aligned with a specific customer’s need based on their prior searches, that is more powerful because they’re getting the advertising revenue and the sell. That’s where things really come into play.

Destaney:

Kim says I don’t use costly high traffic search terms for most my items because my brand tends to be more expensive. Would you suggest I use these now with a low bid and a high audience bid? Absolutely, this is the perfect scenario to start using these. One of the reasons why is your high cost terms are typically your highest traffic terms and, as we know, amazon improves your organic rank when you drive more sales on your high traffic terms. So what we found is you can improve your organic rank quite a bit if you’re targeting these terms with a better conversion rate than your competitors. If you have a more expensive item, it can be hard to convert better than your category Right, but using the example I just showed it was a bird feeder, a 200 bird feeder we were able to again double that conversion rate, which meant I was willing to pay eight dollars to show up for bird feeder, even though I had a 200 product, because my audience was much more likely to purchase than if I just targeted bird feeder in general. Like, let’s think about that, I have a 200 bird feeder. If I’m bidding on the term bird feeder, do you think most humans are looking for a 200 bird feeder? Probably not. It seems a little unnecessary, right? But using these AMC audiences I was able to curate a more specific, aligned ad. So everyone who clicked was more likely to purchase. So when my conversion rate moved to 50, I I was paying, you know, $10 CPCs, but I was able to afford it, and that’s why this is really important for everyone here.

Destaney:

Now I’m going to pause because this next section is going to get into custom AMC and more DSP. Kim, I’m not actually 100% sure what audience. I’ll show you more of the audiences after this. But Denny asked you know how do we set up an AMC instance? Well, as of right now, you can’t do it on your own. You do have to reach out to a provider and they can help you with that. Helium 10 is one of those providers. They can help you get AMC set up as is, which is going to allow you more opportunity down the road. That being said, even if you don’t have your instance set up just yet, you can do the three audiences that I already showed you. Those have been very powerful for all of our brands and sellers. So, without an instance, you can run three of the audiences. With an instance which Helium 10 can assist with and others in the space, we’re going to be able to do a lot more, which is what we’re getting into now.

Destaney:

Here’s a few of the examples. Now, when I say AMC audiences can be unlimited in what’s possible, I truly mean it. I don’t know the size of all the sellers in this comments chat. We didn’t filter for this specific webinar because it is again available for anyone, but you can basically get as creative as you want with your audiences, as long as it’s a large enough audience to target. So one of the things that we’ve done is a lot of our brands run TV ads, for example, streaming TV ads. I was able to create an audience that said I only want to show up at the top of the page for the term massage gun. If I know someone watched my TV ad, that is really, really incredible. Like that is. That’s a huge opportunity, right? Because now you know they’ve already seen your TV ad and now they’re going to see your sponsored ad as well, they’re much more likely to convert if they saw your TV ad.

Destaney:

Here’s a few others. Maybe you have baby items or back to school items. You can target an audience that already added your product to their list or registry. A lot of people forget to go through their list, right? So if you’re able to serve an ad to people that already added to your list or registry, that’s really powerful. Or maybe you want to spend more on top of search. To Kim’s point earlier, if you know, they already saw your DSP ad off platform because they’re already educated, or we can talk about frequency that’s something that we can get into as well. Or high value, new to brand audiences. This one’s interesting Amazon actually segments their customers into high value. So who is more likely to spend more money? They know the income ranges of their customers and what they’ll do is you know, if you have a higher price point product, they’re only going to, they’re going to give you an audience of high value people that have never seen your product before. That is really big opportunity for brands.

Destaney:

Now Denny’s asking what is the minimum audience size? It’s really dependent, because these are applied to both DSP and search. So all of the audiences you’re seeing now you can also target just in DSP or you can create them. You create the audience and then it’s going to be reflected in your sponsored product ads. So your audience size depends, because if you’re applying an audience to a keyword, the keyword dog toy is going to have a much higher search volume than dog toy for puppies. With too much energy that’s going to be too small of an audience size for me to probably target Right. So I don’t think there’s an exact minimum. I think it’s relatively dependent on the audience you’re targeting. So I can’t give you. I may be wrong on that. Actually I have not seen an exact answer on audience size. When it comes to sponsored ads and ad console, you just don’t get a lot of impressions. Joshua, if you don’t have access to DSP, then that is probably why you have to have your AMC instance first, which will be under the measurement and reporting under traditional campaign manager. DSP does have a size minimum but, as mentioned, you create your audience in AMC and then it’s reflected into ad console and your ad console audience is dependent on the search volume. So 2000 is the smallest audience size. Casey, is that for DSP or search? These are why having live chats so fantastic.

Destaney:

So a few other things that we like to put audiences stacked with are things like right here engaged with ads, or cart abandoners, or exposed to one campaign, but not the other. Again, you can get as creative as you want with this. We like to do engaged with ads if we’re running aggressive DSP campaigns where we want to create demand. We like to do cart abandoners if we have a more expensive product. Who added to cart but did not purchase? This is one of our best ones. When it comes to tentpole events or prime day, think about how many added to cart but maybe didn’t purchase because they found another deal or something along those lines. Those are all relatively important. We have deal seekers. Amazon knows what audience has a higher propensity to target deals, so you can target them specifically. Think about this If you’re running a prime day deal or a random dealer discount, imagine specifically targeting an audience that’s more likely to purchase a deal that can do really well. You can target location and age groups. Those are both things that are really powerful. Frequent PDP visits that’s one that’s kind of funsies and exposed to one campaign, not the other. I think I already mentioned that one. That’s one that we really like to use.

Destaney:

You’re able to take any of these audiences that I mentioned and create them on your own. So once you have your instance set up and to Nico’s point. What is an instance? An instance is basically just saying you have access to this. You do not get access to AMC on its own just yet. You have to have someone help you get access. Helium 10 can help you get access. Why do you need a provider set up? Because AMC is way too complicated for a general audience to just have unlimited opportunity with Same thing with DSP. AMC and DSP are very, very complicated for the majority of brands to just hop in and figure out on their own. So there are some limitations. Once you have your AMC instance set up, you have to request access. Again, it is free to set up. There’s no associated cost with the general AMC instance. So you can get access. You can create your own audience. And then someone asked me a question earlier.

Destaney:

You know how do you run your own audience with an ad console. Once you create the audience in AMC, it takes a few days, but then it’s directly reflected in your ad console. Once you create the audience in AMC, it takes a few days, but then it’s directly reflected in your ad console. So you can see here some of the audiences that we are specifically looking for cart abandoners and we, you know, look for different products and different time frames for those. So it does get layered directly into your Amazon advertising account. One of the things that’s so important to think about is this isn’t just a short-term opportunity. Amazon’s leaning into AI. Amazon’s made a ton of acquisitions when it comes to TV, and they are giving everyone access to that. Not only do you have AMC, you can log into your ad console and run a sponsored TV campaign on someone’s at-home TV right now. So this is incredibly, incredibly powerful, because now we’re able to target customers in multiple points of their journey, and it’s not just about keywords. This is about thinking much, much bigger.

Carrie Miller:

I do know that people are asking about how to connect to Helium 10’s instances. So you’re going to want to connect to our Helium 10 ads and then there’s a tab on there that says AMC and then you’re going to add the instance there. That’s how you get it all set up. It’s pretty straightforward. You have to wait for it to connect I think 24 hours and then it should be all ready to go. So, yeah, we can go ahead and get in Amazing Ready for the first one.

Destaney:

Yeah, I’ve been actively going through a lot of them To clarify. We do not have to be a brand owner to run AMC audience ads. That is a great question. I’m going to say no because they are available for sponsored product ads. Sponsored brand ads are typically registered. So I’m gonna say no, you do not have to be a brand owner. You should be able to run audience ads directly within sponsored products. So this is a great question because again, this goes back to the scaling and how you set up your campaigns is actually really important. With audiences, I prefer to run them on exact match campaigns, if we’re being honest, because I want to know exactly where my audience modifier is being applied. If we go back to the toothpaste example, if I apply it on toothpaste broad, I may be showing up under sensitive toothpaste or children’s toothpaste or geriatric toothpaste. That’s what autos and broads do. So it’s going to scale better for you. If you apply them on auto and broad campaigns, you’re going to probably see a broader audience and more sales, but it can be a little bit harder to make sure you’re curating your campaigns to target a specific audience.

Destaney:

If you are fantastic at keyword harvesting, then I recommend keyword harvesting all of those broad campaigns, putting them into their own unique campaigns that are segmented by flavor or age or demographic, and then applying your audience modifier to it so you can be a little bit more precise. That’s my preferred method if you want, you know, hands-off and easy and just focus on sales and scale. You can do auto and broad, but it’s going to be a little bit less precise. Can I retrieve data from my sales history? So actually, yes, AMC has a five-year look back window so you can pull five years worth of insights and then target your audiences based off that five years of history, if you wanted.

Carrie Miller:

All right. So if you can see in here, this is under settings. So when you’re in Helium 10 ads, you’re going to go down to the settings dial here and then there’s AMC and then you’re going to hit create an instance. Where you can see that little button right there and that’s where you’re going to create instance You’re going to have to add in some information from seller central. So it’ll prompt you and it’ll basically walk you through that whole process. So it’s pretty straightforward. It takes it’ll take, you know, about 24 hours for that to um to load in. If you do have issues and it does give you an error message, then you probably do need to reach out to support. So, um, that would be something to do, but otherwise it should be pretty straightforward. Um, and if it doesn’t, if the create instances does not exist, it might have to do with your plan Um. So that would be something to also look into as well when using audiences for product targeting, which would be better, exact or expanded.

Destaney:

I prefer using product targeting because, again, I do really good product and keyword research. So if I was a one man band and I did not have a lot of time, I do expanded so that way Amazon could continue to serve me against new products. But if I was really good at Amazon advertising and this was my full time job, I would do exact. I would select my products in which I have a lower price point, I would select the products in which I have better reviews and I would target them in separate campaigns then apply my audiences to that.

Carrie Miller:

Do you also target kind of similar products that are like a good bundle or like frequently bought together, or is that?

Destaney:

Yeah, absolutely. You know, if I’m selling socks, then maybe you target running shoes A really big opportunity there but a lot of people will create one campaign and throw all of these products in there and then they’ll be unhappy with the results. I separate them out. I’m like here’s a campaign where I’m only targeting people at a higher price point than me. Here’s a campaign where I’m targeting complimentary and that allows me to optimize my bids for that.

Carrie Miller:

Very good. Okay, if a main keyword we lower the bid to add audience mod, then how will we get a new? How will we get new clicks outside the audience?

Destaney:

Great question. So, Jessica, this is where I was saying I create two campaigns, one campaign for my audience, one campaign for my regular keyword, and I kind of turn them off and on. Um, I will. I will target my audience to the max ability and then, when I win all my impressions for that, I will still have my regular campaign with maybe a lower bid, because you remember it’s an auction model. So whoever’s the highest bid is going to win. So I’ll max out my audience modifier with the highest bid possible and then I’ll bid a little bit lower on my general audience. So that way I’m still maximizing my impressions for that keyword, even if I have a small audience. What do you recommend for a beginner who just started selling on Amazon? Honestly, everything is incredibly overwhelming. The biggest thing I recommend is just getting in there and playing around and not being afraid to take risks, more hands-on keyboard. Bradley and I did do a whole course on this where we kind of talked through how to think about PPC, how to think about keywords, and those methodologies I think were a little I’d like to provide. When I teach a course it’s a little bit more philosophical, so that way you understand the context. And then when we do one-on-ones and webinars like this. That’s where we get in. You know the specific answers yeah, I highly recommend it.

Carrie Miller:

She did a great job with that course of just. If you’re a beginner and you’re overwhelmed, it’s broken down very simply so you understand it super well. Thank you again, everyone for joining. We had a lot of great questions. Thank you, destiny, for this amazing presentation, really helpful information for everybody and yeah, so thanks again and we’ll see you all again on the next webinar with Destiny. Bye, everyone.

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Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:

• Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
• Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say.
• Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.
• SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.