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have questions about Amazon advertising and implementing an Amazon sponsored
product strategy? Today on the Serious Sellers Podcast, Helium 10’s Director of
Training and Customer Success, Bradley Sutton speaks about the variety of ways
that Helium 10’s tools can inform and ultimately super-charge your Amazon PPC
and Amazon product targeting strategy.
In episode 42 of the Serious Sellers Podcast, Bradley discusses:
- 00:22 – Bradley Turns a Weak Point into a Strength
- 00:45 – Amazon Product Targeting Ads
- 02:42 – “Forcing” Yourself onto a Sponsored Page
- 03:28 – Using Helium 10’s ASIN Grabber in the Chrome Extension
- 04:35 – Using Helium 10’s Black Box
- 07:50 – Your Role in Amazon Product Targeting Success
- 09:50 – Putting the Black Box Product Targeting Tab to Use
- 10:35 – Frequently Bought Together – A Clearer Picture
- 13:40 – Customer Also Bought – More Rigorous Filtering Needed
- 16:20 – Ridiculous ASIN’s Can Still Sell a Lot of Products
- 18:15 – Bradley says, “Rewind This and Extract Products You Can Target”
- 19:50 – Contact Bradley and Let Him Know How It’s Working
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Sutton: On today’s episode, I’m going to give you guys
an in-depth tutorial on some great strategies on how you can use Helium 10 to
help you with your product targeting PPC campaigns.
Sutton: All right guys, we’re going to talk today about
PPC. I’ve admittedly said actually that is not one of my strong points. Okay.
When I launched all those products back in the day when I was a consultant, I
was mainly working on the keyword research, some of the product research,
listing optimization, and the actual launch for them at first. I did not have
to do the PPC. There were usually other people who were handling that, so I
don’t have too much experience with PPC. But one thing I’ve been studying a lot
of lately, especially since Helium 10 has come out with a lot of tools for it,
is the product targeting ads. Okay, so that’s a new part of PPC. Up until a few
months ago, the only way that you could actually manually target ASINs for your
ads was if you had a special vendor account. You were able to go ahead and do
Sutton: You could only really target keywords, but now
it’s available for you to target actual ASINs. Now, where do these ads come up?
If you’re on an Amazon page and you scroll halfway down, you’ll see something
that said sponsored results or something similar to that, depending on what
marketplace you’re in. And then there is a kind of a Pinwheel of tons of
products, up to 10 pages or more of different products, that are showing up
there that are coming up as a sponsored ad. These are sponsored positions. So
if somebody actually clicks on one of those listings right there or one of
those ads, then the same PPC rules apply where the person who is doing that ad
will get charged for that click. Okay, so the questions are how do you get your
product on those pages and what are some criteria and how can a Helium 10 help
with choosing which ASINs to target?
Sutton: Now, even if you’re doing a regular PPC campaign
right now, whether it’s a manual keyword campaign or it’s an auto campaign,
remember, at any time, Amazon also can go ahead and show your add on product
pages, even on a keyword campaign. How does that happen? Let’s say you’re
targeting neck pillows or Collagen peptides. Somebody searches for that. They
click on a different listing, not a sponsored ad, but right there, once on that
listing, they can put your ad down there or your link as in that sponsored
products related to this item. But now you could actually force yourself to get
on there for your products or for other products. All right, so what are some
circumstances where you might want to do it? Well, you probably might want to
do a manual campaign to one of those products if of course on one of your auto
campaigns or if Amazon has been showing them your ASIN on its own to other
products and you’ve gotten some conversions. Well obviously, you’ve got a
history that you can convert for on a certain ASIN page.
Sutton: So obviously you’d want to do a manual campaign
for there, but what if you have none of that history? You’re just starting out.
You want to start showing up on pages as well. There’s a lot of different ways
you can do this. Some of these, we’ve talked a little bit about a few episodes
ago—one of the early episodes with Liran Hirschkorn where you could, number
one, target, for example, all of the competitors or products that show up under
a certain keyword. For example, if you searched for neck pillow, obviously
there’s hundreds and hundreds of listings that come up. Maybe you’ll say, “Hey,
I want to target the top 100 organic results of neck pillows with my neck
pillow ad. Well, you could do it pretty easily. You don’t have to type in one
by one the ASIN of each one in copy and paste it. When you’re on the search results page, use
the Helium 10 Chrome extension and select the tool ASIN grabber.
Sutton: You just click it once. And what it does in
about 30 seconds is it’ll give you a list of all of the ASINs that are showing
up there on the first two, three, four pages—total of about a hundred or so
results. And then you would just download that into a CSV file, and it’ll have
all of the ASINs right there. You can just copy and paste it right into a
campaign showing Amazon that you want your ads to come up or you’re going to
bid on all of these ASINs. So that’s one way to do it. Another different way is
in using Black Box. Use Black Box by Helium 10—the product part, the very first
one. Let’s say that you are again selling neck pillows or you’re selling
collagen peptides. You would want to do a search for other neck pillows, or collagen
peptides that are making a certain amount of money knowing that they’re getting
a lot of eyes on those listings.
Sutton: So you could say, “hey, show me the keywords,” you would enter in the filter that shows the
title and put neck pillow or collagen peptides, and so you’re saying, “hey,
show me the products that have neck pillow or Collagen peptides in the title
and that are making an estimated revenue of whatever you put $3,000 a month,
$5,000 a month, $10,000 a month,” and then you could just have a full list of
up to 200 products that have neck pillow or Collagen peptides or whatever you
put right there in the title and who have an estimated sales monthly volume of
whatever you had put in it. So that’s another way. Another methodology and one
that’s pretty good is if you are targeting a listing that you think you are
better than—similar to you, but you’re better than. How would you do that?
Sutton: Well instead of just saying, “Hey, show me
something that has neck pillow in a title, making a certain amount.” I would
lower that amount. I would say, “Hey, show me something that selling at least
like $500 a month or $1,000 a month and has neck pillow in the title, however,
has one or more other features or characteristics that you think give you the
competitive advantage.” For example, right there in Black Box you can say, “hey,
show me the products that have neck pillow in it, but has a 3.2 or less star
rating.” If you’ve got a five-star product, and somebody clicks for whatever
reason on that three-star product, maybe they’re scrolling down to the
description, they’re trying to read about this product, and they see yours in a
sponsored ad. You’ve got five stars or four stars, and if your product is
similar, hey, you have a little bit better than just random chance of getting
that sale because if the customer sees that they’ve got three stars, you’ve got
five, hey, yours might be more appealing to them.
Sutton: What about the customers who find the number of
reviews important? You can use that filter in Black Box, say, “hey, show me
everything that is one of my competitors, but that has 10 or less reviews or
five or less reviews or zero reviews.” And if you’ve got more views than them,
if they’ve got zero, you’ve got five, they’ve got five, you’ve got 50 or
something, again that could be an indication that you have a better chance at
getting that sale or that conversion to switch them from that page to yours. If
they see an ad, is this something that’s going to be “Oh, 10% of the time that
they see it, they’re going to do it?” Probably not, but you don’t need that.
Remember, you do not pay for the impressions. They could show you a thousand
times and if nobody clicks on your listing, guess what?
Sutton: You haven’t paid a cent. You only get charged
if somebody clicks on your listing from that advertisement. And if you can get
somebody to click on your listing, they probably have a good reason to have
clicked out of that listing that they were looking at. So, the chances are that
you might get that sale, of course, as long as your listing does turn out to be
better and really shows something that the buyer wants. Again, if they click on your listing and your
images are terrible or it turns out that the product that you have, the
features just doesn’t meet what they want, well, yeah, you’re probably not
going to get the sales. So that should be a criteria of deciding which ASINs you’re
going to target. Even if it does qualify under those filters that you do,
whether it’s number of reviews or the star rating, there are plenty of other
ways that you could do it.
Sutton: You could actually search in the filter of Fulfilled
by Merchant. Maybe the last time Helium 10 checked, the listing was Fulfilled
by Merchant. Well, somebody clicks on that fulfilled by merchant listing. They
like it, but then they scroll down, and they see that in the ads there, you’ve
got a similar product, but you’ve got that Prime Badge, you’ve got that FBA
badge. Well, again, that could be another reason of why your listing as an ad
could be attractive to somebody who was searching for that other product. There
are plenty of other builders that you can use right there in Black Box. Make
sure to check it out. Do what is an indication to you of what you think. Like
if you were a buyer, right? What would make you switch from one product to
another? Guys remember, don’t just think like sellers. Think like buyers and
play around with those filters and then get a great list of very relevant
products that you could target with the ad.
Sutton: There’s also the Competitors’ tab—the Competitors
tab on Black Box. If you just enter in your ASIN right there and you press
enter, you’re going to come up with a list of potentially 50 or a hundred or
more products that share a lot of ranked keywords with you regardless of if
it’s a direct competitor or not. So that’s another great way to get a list of ASINs
that could be relevant in a product targeting campaign because if they have a
lot of the similar ranked keywords as you, it could be a product that has equal
appeal or a similar appeal as a customer of one of those products. All right?
So there’s another way. Now, the newer way that we have is under product
Sutton: We actually have a product targeting tab right
there in Black Box where you can enter an ASIN—maybe it’s your ASIN, maybe it’s
your competitors’ ASIN. All right? Somebody similar to you. If you’ve got a
brand new product and you don’t have much history, and this is one of my
favorite ways to find opportunity of where to target with ASINs because if you
put it in a very, very similar competitor to your product, maybe you’ve got a
brand new product so you don’t have a whole bunch of buying history. Okay? So
you find a competitor who’s selling super, super well and has very similar
features to you and enter it into product targeting in Black Box. What’s going
to come out? What’s going to come out is three different sources of listings.
The number one to me, which is the most important, is the Frequently Bought Together.
Frequently Bought Together is right there on almost every Amazon listing that
has sales history.
Sutton: Basically, Frequently Bought Together shows
products that customers have bought in the same purchase transaction, the same
shopping cart transaction. If they bought that product, they also have bought
this other product. It’s showing the ones that have gotten the most Frequently Bought
Together action. Now how could this help? This is super valuable. Why? Because
what happens is it’s not just tied directly to a direct competitor. If it was
that neck pillow. If you run this on a neck pillow in Black Box, you know one
of the top selling neck pillows. Yeah. You’ll get some Frequently Bought Together
neck pillow. That’s probably people who have bought for whatever reason, two
neck pillows at the same time, but more often than not the Frequently Bought Together
item that’s going to come up there are other travel-related products that you
might not have even thought about, like a compression sleeve that helps with
circulation on the leg when somebody’s on an airplane, and then you look at
that and say, “wow, that makes sense.”
Sutton: Somebody who bought a neck pillow, they’re
probably going on an airplane and they have these other needs like a
compression sleeve or maybe the eye masks so that it looks dark when you’re
resting or maybe a special travel headphone. You’re going to have all these
other ideas of products that you had no idea people were buying in the same
transaction, and those are perfect examples of what you can target with an ad
because what happens is that most sellers, or even the Amazon Algorithm, a lot
of times will just target direct competitors. If it’s a neck pillow, they’re
going to send traffic or send PPC to another neck pillow. If you’ve got a neck
pillow, I would send traffic to another product, or actually vice versa, I
should say. If you see a neck pillow out there, it’s not your neck pillow, but
maybe your product is an eye mask for sleeping, right?
Sutton: Well, I would go and target the neck pillows
because I guarantee if you do research on eye mask in Black Box, travel eye mask
especially, there’s going to be some neck pillows that come up so that is an
excellent way to find ASINs to target—using the Frequently Bought Together
because it’s not a guess that “oh well maybe somebody interested in the neck
pillow could be interested in this eye mask.” No, it’s not a guess. You’ve got
the information from Amazon that buyers actually have a tendency to buy both of
those products in the same transaction, and Helium 10 will not only show you at
a certain given time what is Frequently Bought Together, but what has shown up
at different times like in the last 30 days under Frequently Bought Together.
Sometimes there can be up to 10 or 15 different products that have shown up as Frequently
Bought Together throughout a month and Helium 10 is going to show that to you.
Sutton: How cool is that. Pretty cool I think. That is
one of the ways in product targeting that you can find ASINs to target. The
other source of ASINs is what’s called Customer also Bought. This again is
another module that is right there on an Amazon listing page, not all, but a
lot of them, and you’ll see it right there under sponsored ad. It’ll say, “Customer
also Bought.” Now what’s the difference between Customer also Bought and Frequently
Bought Together? As I mentioned, Frequently Bought Together are products that
were purchased in the same purchase transaction, the same shopping cart, but Customer
also Bought could be maybe on Monday of a certain week in one transaction
somebody buys a neck pillow, but then maybe on Thursday, they happen to buy an eye
mask. Well, those will show up on Customer also Bought because it’s the same
customer and within a relatively short period of time, they have bought both of
Sutton: Now this one is a lot wider. Sometimes Helium
10 might show you up to 150 or more ASINs that we had detected, and Customer
also Bought. Now these could be completely unrelated, so this actually takes a
little bit more filtering by yourself because maybe on Monday somebody about a
neck pillow, but on Wednesday they ran out of diapers their little snot-nosed
kid. No, I say that because I have kids, I love kids. They’re not all snot-nosed.
But anyways, you guys know what I’m talking about, right? Maybe they have a kid
who, a baby, who they ran out of diapers for and they go on Amazon to buy
diapers. Now does that mean that somebody searching for neck pillow has a
tendency to necessarily buy diapers? No, not necessarily. Alright. Because
again, Customer also Bought can be any day of the week, but you will find ones
that are relevant that you might not have thought about.
Bradley Sutton: It definitely is something that you can review and definitely be able to get some other ideas for product targeting based on the Customer also Bought. The last metric that it’s pulling ASINs from is I believe called Amazon suggested or Amazon recommended. And now if you were to go right there into your Amazon account and try and do your own manual campaign for product targeting and Amazon’s actually going to give you a list of ASINs that they suggest that you advertise for. Now, just like with Amazon suggested or Amazon recommended keywords that we have in Cerebro and Magnet, this is not random. All right? Amazon has their own algorithm and they basically give a score to all of those ASINs about how much they really recommend that you advertise for. And we are showing you some of the top-rated ones are basically the ones that they mostly think that a seller who has that ASIN should advertise for.
Sutton: This again is not something that should be just
used blindly and say, “oh yeah, Amazon recommends or suggests that I advertise
for this ASIN, so of course this is a great decision.” No, Amazon’s algorithm
sometimes makes the most ridiculous suggestions in the world. But at the same
time, I would not completely disregard that, because how many times have you—in
a PPC campaign—converted for keywords or ASINs that don’t seem like they’re
relevant to you at all, yet somehow somebody clicked on it or they searched for
it, and they ended up buying your product. Don’t just blindly discard something
that on face value might seem irrelevant, but at the same time don’t blindly
just accept everything that Amazon says as relevant and as something that you
should definitely use. But again, we are just providing you the information,
the visibility to look into what Amazon recommends for certain ASINs.
Sutton: Now, like I said, you can use your own ASIN and
Amazon will give you those recommendations right there in your Seller Central
accounts. So, for this part, I wouldn’t recommend doing your own ASIN in Black
Box. This is especially helpful though for getting the insight into your
competitors. If you have four or five competitors, put those into Black Box,
because unless you had those ASINs in your own Amazon account, you would have
no idea what Amazon is recommending for those ASINs. But you’ve got that
visibility with Black Box even for your competitors’ listings on what Amazon
would recommend for those exact products. Guys, there are other ways that you
can come up with ideas on how to target certain products with your PPC ads.
This is something new and not a lot of sellers are using this yet. So I want
you guys to rewind this, play it back, play around as you’re right there in Black
Box, as you’re using ASIN Grabber and take a look at different ways to extract
products that you can target with the goal being – target the ASINs that is going
to give you a better-than-just-random chance at converting.
Sutton: And the way you can do that is by using Black Box
for the products first of all. Trying to find the products with certain
tendencies or characteristics that you know your listing is better than—that
gives you that competitive advantage. Use ASIN Grabber to find a whole list of ASIN
that just go directly to a certain search so that you just want to blanket,
target all of the top results, right? Or use product targeting tab on Black Box
in order to look for Frequently Bought Together, Customer also Bought, and what
Amazon recommends. Guys, this is not the end of things. This is just a very
brief tutorial on how you can start. By all means play around with these and
listen to other influencers out there. Go back and listen to Liran’s episode. I
believe that was like episode two or three.
Sutton: He’s got some great parts on product targeting
ideas as well. Make sure that you take all this information in, and most
importantly though, don’t just take this information and do nothing with it and
just say, “how cool is that”? All right. What’s cooler than just saying that is
actually going and implementing this in an actual campaign. So I want you guys
to do that. Those of you who are selling on Amazon right now, if you have not
used product targeting ads, take a couple of the tips from here and start your
first campaigns and get your feet wet. Look at the numbers, see what works, see
what doesn’t work, and get back to me. Cause I would love to hear from you to
see if one of these suggestions you were able to use and actually start converting
for. So make sure to let me know. You can email email@example.com and just
say, “hey, attention Bradley. I just wanted to let you know I tried some of
your strategies here, and I was able to get these results.” I would love to
hear from you and I’ll even maybe talk about it on the air for a future
episode. Guys, have a great time working on your first product targeting
campaigns. Keep on crushing it.
The Helium 10 Software Suite will allow you to gain an unfair advantage over your competitors as it was designed and battle-tested by Amazon's top sellers. So if you want more sales, more time, lower PPC costs, and if you want to discover hidden keywords your competitors don’t use then start using Helium 10 -- the same tools top Amazon sellers use on a daily basis.
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