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#381 – Amazon PPC Talk: Creating Google Ads, Dayparting, & More!

What’s now possible now that Amazon is giving hourly data on PPC? Are we able to create Google ads inside Helium 10? We break this all down with resident PPC expert Vince Montero.
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37 minutes read

This episode is the first SSP episode after the Sell and Scale Summit! I hope you guys had fun, built networks, and learned a lot at the biggest E-commerce event in 2022! In this episode, Bradley speaks with Helium 10’s resident PPC expert to talk about all the latest updates and features inside our PPC tool, Adtomic. We also tackle new updates from Amazon advertising, like the Marketing Stream visibility and the best strategies and advantages in using dayparting of your Amazon ads. Did you know that running Google ads to your Amazon listing gives it some much-needed “rank juice”? Good news! If you’ve watched the Bigger Better Launch webinar or live at the Sell and Scale Summit, we’ve just announced that you can now create Google Ads inside Helium 10 Adtomic! If you want to improve your PPC game, this is the best episode to listen to.

PS. Make sure to sign up to get access to Helium 10’s Amazon PPC Academy Course before it is only available to Diamond members starting October 1st!

In episode 381 of the Serious Sellers Podcast, Bradley and Vince discuss:

  • 02:30 – This Not Your 2021 Adtomic
  • 03:00 – The Marketing Stream Visibility From Amazon
  • 05:30 – The Advantages Of Using Dayparting 
  • 08:40 – Amazon Data For Traffic
  • 09:45 – Sample Scenarios With These Data And Features
  • 18:45 – Create Google Ads Inside Helium 10’s Adtomic Tool
  • 20:23 – Running Google Ads Gives Amazon Rank Juice To Your Products
  • 21:30 – The Benefit Of Using Amazon Attribution Links
  • 25:00 – New Updates From Adtomic That You May Have Missed
  • 30:20 – The Single Campaign Builder
  • 32:30 – Bulk Features And Actions Inside Adtomic
  • 34:50 – How To Get Adtomic And The Amazon PPC Academy
  • 36:40 – Vince’s 30-Second Tip

Transcript

Bradley Sutton:

Today, we’re gonna talk to our resident PPC expert Vince on things like what’s now possible since Amazon is giving hourly data about PPC and also a sneak peeks at how you can run Google ads from inside of helium 10. How cool is that? Pretty cool I think.

Bradley Sutton:

You wanna know what keywords are driving the most sales for listings on Amazon? To do that, you need to know what highly searched-for keywords the product is ranking for maybe at the top of page one. You can actually find that out in seconds by using Helium 10’s keyword research tool Cerebro. Now that’s just one of the many, many functions that make this tool. My favorite tool in the whole suite, and it’s the most powerful keyword research tool ever created for eCommerce sellers. For more information, go to h10.me/cerebro. Don’t forget to use the Serious Sellers Podcast discount coupon, SSP 10. Hello everybody, and welcome to another episode of the serious seller’s podcast by Helium 10. I am your host Bradley Sutton, and this is the show that’s a completely BS free unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the Amazon and Walmart world. We have got somebody who is no stranger to the show, sir TACoS himself, Vince Montero. How’s it going, Vince?

Vince:

I’m never gonna escape that name, am I? I’m good.

Bradley Sutton:

Nope. Nope. Nope. It’s better than Mr. TACoS though.

Vince:

That is true. True. That is true. I did make that upgrade in the title.

Bradley Sutton:

Yep, indeed. So, it’s been probably a good maybe nine months at least, or possibly even a year since you’ve been on the podcast last. And the main thing I wanna talk about is just, you know, some general PPC strategies, but also it’s funny you know, there’s this phrase out there in the world, for example, I’m a Los Angeles Clippers fan and you know, 20 years ago, the Clippers had a strange owner, very bad reputation for the team. And so then people would say, oh, Hey, the Clippers nowadays are like title contenders is like, Hey, this is not your parents or your uncle’s Clippers, this is different. And now, had ads, and then we had, we launched Adtomic.

Bradley Sutton:

And then there’s a lot of people out there who maybe–, we’re not talking 20 years, we’re talking like, if you have not used Adtomic in the last year, you could definitely say, Hey, this is not your parents’ Adtomic. This is not the 2021 Adtomic. There is just so many new things and stuff that doesn’t even have to do with Amazon, which is crazy. We’re gonna talk about that a little bit, but we’re definitely gonna be talking about all the upgrades, probably better upgrades than even the Clippers have had, my precious Clippers out there. But we’ll try and keep it low on the basketball references here, but first of all just in general, were you shocked when Amazon said that they were going to add that marketing stream visibility to developers where you can actually see how you’re doing on PPC on an hourly basis? Or were you expecting that?

Vince:

Yeah, I’ll say that I was pleasantly surprised by that announcement, by that availability, it’s something that actually benefits them as well. People that were using maybe ads or Adtomic before there are low time issues that happened with the current, with the way it was set up through the Amazon API. So, you know, they’re over there trying to unbottle or, cuz bottlenecks happen sometimes when you’re talking about tons of data going back and forth between systems. So it actually benefits them as well to give us that kind of same hourly reporting that they themselves are able to have more visibility on within Seller Central.

Bradley Sutton:

Yep. Now, it’s been a few months since that got launched and different people, like Destaney out there and others, have kind of published to LinkedIn and other places, some cool insights, anything sticks out to you like you saw somebody say, oh wow. The cost per click goes down at this time or the conversion rate is really high on this day. Like, I can’t think of any myself, but you’re way more into this than me. Anything that you remember?

Vince:

People talk about the term day parting a lot. So this is kind of bringing that ability into the tools. And so Bradley’s kinda leading in with the biggest thing that just launched, but our elite members now in Adtomic and hopefully soon to be diamond, but our elite members that have access to Adtomic now have that visibility to look at their hourly data on preferably a larger set of data. We suggest a minimum of two months looking at data so you can really see what’s happening when and then obviously that’s gonna allow you to be making budget decisions on certain hours of the day for certain campaigns. So people are super just excited in general about that term day parting.

Vince:

But what I’m super excited about is actually reinforcing the fact that especially for new sellers, we have a lot of newer sellers using Adtomic. The goal really of it is to have your campaigns running, especially at launch, your campaigns need to be running for at least two to three weeks or four weeks. If you can do it, if you got the budget, they should be running 24/7. So that’s something that we say is a best practice. So you can get the most data in general. Once you have all that data, that’s when you can start optimizing things. But what we do see a lot is that a lot of sellers are more cautious with their spending. So they don’t have budgets that maybe go throughout the whole day because they’re a little bit more tentative. So what I’m hoping is that this hourly data reporting will actually help them be a little bit less worried about that because now if they do what I say, if their campaigns are running 24/7 at launch for the first two to four weeks, they can then look at that data after the fact and be like, okay, we did what was suggested.

Vince:

Now we can actually see not only what didn’t work and what keywords or search terms didn’t work and right here and where, but also when things might not have worked and when things might have worked better and then make those really smart optimization decisions on budget allocation. So that’s what I’m most excited about, training and demoing in Adtomic in the next few weeks.

Bradley Sutton:

Yep. Now, this week we just announced that at Sell and Scale, and also if you guys watched our BBL, but one thing I liked about your slide there that you did at BBL was that you kind of like bullet pointed some of these things that this new data point can kind of either like questions that it can answer or insights it can give you. And the top one that you mentioned was what hour of the day is my ACoS lowest. And so that in itself is a question that maybe some people didn’t even know to ask, like “what my ACoS can be different at different times of the day?” What have you seen playing around with some of this data?

Vince:

So just things like that, like being able to, to track, obviously not only when it’s low, but when it’s high. Those people that are trying to optimize their campaigns, that’s when they wanna know. But obviously, when it’s low that’s when you wanna then focus that budget, on that time of day for that campaign. So that kind of power, it’s gonna be kind of game-changing for a lot of the sellers, but, you know, it’s also, you good to know things like, you know, how long does it take to get what’s my average conversion, like from click to sale, because as people may not know sometimes people click on an ad, but they don’t buy it immediately. They buy it a few days later up to a week Amazon tracks that pick from the pixel for sponsored products and up to 14 days for sponsored brands and sponsored display campaigns. So having this kind of data is also gonna make it clearer. What is my actual window? What’s my average time to purchase my product? And that alone is also gonna be able to help you make some strategic decisions on how you’re optimizing your campaigns, given that you now know that kind of data point.

Bradley Sutton:

Yep, yep, exactly. Now, what about traffic? So what visibility is Amazon, cause that was another thing you talked about at BBL? So like when we say traffic, does that mean kind of like your impressions or–

Vince:

Yeah, that strictly means impressions. So that is definitely something that when optimizing, it’s another key point to look at especially on a keyword level if you’re getting keywords that maybe don’t have the best conversion, but you can see that they’re getting a lot of impressions during maybe certain times it might be worth it to use that data point, keep it in mind and say, I’m not gonna trim this too far down because with Amazon ads, it’s an ad. It’s a commercial, it’s the billboard on this side of the road. It’s all about visibility. So the more visibility you have the overall more effective your ads are gonna be, and then potentially you’re leading to people remembering your name and typing in your actual brand name and potentially buying things organically.

Bradley Sutton:

Okay. Now, let’s do a sample scenario, whether somebody’s using Adtomic, whether they’re using Pacvue, or some other tool that might have access to this special data point give me an example of something that I might see now that I’m analyzing something at an hourly level or a daily level. And then the action now that I should take because of this

Vince:

So that’s a good segue. So not only do we have access to the hourly data. Now what Adtomic launch is called schedules and schedules means just kind of like what it sounds like. It’s similar to the rules that we have in Adtomic, but it’s basically saying, Hey, I’m looking at this data point and I can see that at 5:00 AM to 7:00 AM. I see a spike in sales on this particular day who knows what it could be? You don’t know until you look at the data and trust me, it’s gonna be different than what you expect. But with that kind of information, now you can set, you can create a schedule in Adtomic that says on this Monday and Tuesday, between 5:00 AM and 7:00 PM, I wanna make sure that my budgets are increased during this timeframe.

Vince:

And then you can make another schedule that says, even maybe even the same day, same Monday and Tuesday, you can see a major dip in traffic later on in the day, you can create a schedule that says, make sure that my budget goes down during these times because it’s not probably even gonna be spent, but it’s better to allocate your budget towards those times that you do see higher conversions. And not even that the budgets gonna be all spent during that time either. But we do notice that when you assign budgets, when you change budgets in Amazon, on campaigns, they do notice like it does something, it sends some kind of like signal up. And it says to Amazon, Ooh I can spend more money on this particular campaign. So it gives it a little bit more attention.

Vince:

And even though it won’t hit the daily budget it gives it more attention. And you definitely want that extra attention again, during those times of day that you can see that you’re getting higher conversions, lower ACoS. But it all depends on what you want. Maybe you see a time of day that you have higher conversions, but you also have a higher ACO. Okay. Well, if you’re looking at PPC holistically, which you should be doing, and you realize that you know, those maybe they’re high, like we were talking about before high impression keywords, maybe that’s why there’s higher ACoSs. There’s just a lot more traffic, but you might say, you know, what a part of my strategy I’m gonna make sure during that time of the day that those are really pumped up because I don’t care that I’m paying a higher ACoS. I have a low TACoS, I have a low total ACoS. So that’s your strategy, that’s your strategy for that? And again, the cool thing that we just launched at sell and scale is that ability to actually create those schedules within Adtomic.

Bradley Sutton:

Okay. So even one of the options I believe, and I know, we’re talking in the sense of Adtomic, guys, but again some of you might be using our sister company Pacvue. There are similar capabilities where you might see just crap, crap performance during a certain time of day. Like maybe it’s because there’s a bunch of you know, people from another time zone, like sending fake clicks or something like that. But I can actually have the option where I’d be like, you know what, from 2:00 AM to 6:00 AM, I’m just gonna pause this campaign. That would be an actionable thing to do also, right?

Vince:

Yeah. Yeah. Well, we try not to encourage boing campaigns yeah. Again because most of our listeners, most of the people using PPC are newer sellers. So we want to make sure that they have their campaigns. So what we always suggest is just dropping the budgets, dropping the bids. But if you’re looking at a solid set of two months, or three months’ worth of data and mean you do see that then yes. What we, what we wanna avoid again, is people getting overly excited about this and then shooting themselves in the foot. So it’s perfectly acceptable to do that kind of thing that, you know, pausing, but make sure you are looking at that data and make sure it’s not just a fluke, right? Maybe something happened with your listing. Maybe something happened with your stock.

Vince:

You gotta make sure that you’re keeping all these things in mind that it might not just be a time of day. Maybe there’s something else that happened. So we just really wanna encourage people to leverage schedules more to just allocate budget allocation and make those strategic decisions. Just to make sure again, those campaigns that are doing really well, get that extra love. And then pull back for the times of day when it, when it’s not. And it’s when it’s not can be up to you. Like maybe your strategy is, again, like I said you just want low, high-cost stuff to be reduced, but maybe your strategy is different. Maybe you’re just using your PPC just to drive visibility, drive engagement. You can use the schedules for that too, because you’ve got, got that data now on an hourly basis.

Bradley Sutton:

Now, a question about how Amazon actually deals with this data let’s say today is Thursday at 10 30. Am I clicking on something? Now Sunday night at 4:00 PM, I actually ended up purchasing that product, right? Does that mean that now I come into my office first thing, Monday morning, and now I look back at last week that Sunday night sale is attributed to that 10:30 AM from Thursday, or it happened that Sunday night?

Vince:

Yeah. It’s, you’re always gonna get the attribution to back to the time when it was first clicked. But we are making it clearer just in general. Like I said before, like, what are the, what is the timeframe, or what is the average I would say between click and purchase.

Bradley Sutton:

Amazon is giving that data?

Vince:

No, they’re not 100% giving that. Like, that’s what I’m saying.

Bradley Sutton:

I was about to say good grief. I mean, they’re announcing so much stuff these days. I can’t take anything for granted anymore.

Vince:

So, no, it’s more about getting a better feel for what your averages are. Right. And what I was saying by that is that most people, most people don’t even think about that exact, the scenario that you just gave, most people don’t even remember, even that there’s a pixel, right? Yeah. And that there’s a click that happens. Is

Bradley Sutton:

Is it seven days? Or, what’s the Max’s

Vince:

Seven days. So a shopper can click your ad on Monday and can buy it that following Sunday. Right. And the sell gets attributed to that Monday. But having that, so,

Bradley Sutton:

So then if I’m using Adtomic are you suggesting maybe that I should always look at data and looking at this hourly stuff and then daily stuff I should be maybe looking at at least one week’s old of data or

Vince:

Yeah. You should definitely, at least be looking at at least one week’s hold, because again, we’re dealing with those pixels, but in general, as I said before, you wanna be looking at very large data sets when you’re trying to make hourly analytics decisions because you wanna make sure you’re capturing the trends. Right. So that’s why we suggest a minimum of 60 days of data looking at it. But yeah, you wanna be looking at it, just to make sure it’s clean and you’re safe. You wanna make sure that you’re looking at, you know, that seven days back, if you’re running a lot of Sponsored Brand, Sponsored Display campaigns, that’s 14 days. So if you wanna be super, super clean, the monthly reports that I work on are always two weeks out. So if there’s a report due for you know last month, then it’s gonna get actually collected all the data’s gonna be looked at in the middle of the following month. That’s just in general, best practices, but yeah, at least seven days.

Bradley Sutton:

Okay. All right. Good to know. All right. So now the other thing that you and Taren announced at Bigger, Better Launch yes. Was, was something that people have been asking for a lot, especially lately, since a few months ago, we added Amazon Attribution to Helium 10, but then some people are including myself was like, well, this is great. Still, I am not running, you know, Facebook and Google ads and things like that. So I don’t even have a place where I can use Amazon attribution right now, and then we’re like, and then Amazon or Helium 10 is like, you know, what ask and you shall receive. So what was the other big announcements that we did at BBL?

Vince:

Last week we talked about it at BBL, we also covered it pretty extensively in our live TACoS Tuesday session that I did with Taren which there will be a recording available and our TACoS Tuesday playlist. So if you guys wanna get more in-depth Taren, dives deep into it there, but yeah, effectively we are including Google ads now in Adtomic. So you can actually look at the Google ads that you’re running. And again, these are Google ads that run directly to your product listings and which Amazon’s getting more and more I would say comfortable with and then they actually are asking for this more. So yeah, we’re giving that clean clear line of visibility. Right now we’re kind of still piloting it. We’ve got a bunch of people that signed up during Sell and Scale and as things progress, it’s gonna become something that’s gonna be hopeful people that are what we find actually, it was kind of hard to get people, to find people for the pilot.

Vince:

Initially when we first started asking about it, so not a lot of people are doing this and it might simply be because attribution is hard. So we are nicking it.

Bradley Sutton:

Google ads are hard. That was why I’m like, man, I’ve had to learn so many Amazon things. Now you want me to learn Google? So that’s why I didn’t do it even though I was running a pretty decent size business. Exactly. I was kinda lazy, you know?

Vince:

So we’re hoping to tackle those pain points with this latest addition to another channel. Being able to track another channel is very important for your Amazon PPC. And of course, I’m, I’m in PPC, so I’m in the marketing inside Amazon, but I’m sure you guys are aware it’s, it’s becoming more and more part of a regular plan to also do some external marketing. So if you haven’t done it before now is your chance to do it and then do it with us within Helium 10 and Adtomic.

Bradley Sutton:

Yeah. I mean, even though I haven’t, or I hadn’t done it before, I understood the money. I was leaving it on the table because not only can you get conversions, which just is money in itself, but, like, let’s say I’m running a Google ad on a certain search term, like coffin shelf. Well, if somebody clicks on a Google ad after, or even just an organic ad after the search of the coffin shelf on Google, Amazon knows where this comes from. And you’re gonna get some residual ranked juice on that keyword that was searched on Google. So, so it helps your Amazon ranking sometimes to run Google ads or to have SEO in Google. Now, this is actually not a separate tool, but it lives inside of Adtomic, correct?

Vince:

Yep. That’s how we’re building it out.

Bradley Sutton:

And I’m just looking at some of the screenshots that we had shown and there’s like a campaign builder. And so basically all I have to do is set up my own Google ads account, and then just what tie it to Adtomic or what?

Vince:

Exactly, exactly. Using some of the attribution the that you just, you know, mentioned that we’ve added in a Helium 10 as well. You can really easily then just create your campaigns right. Within right within our tool. And then track everything, which is the whole point of attribution. So you can actually see what is the effectiveness of this these Google ads. And, you know, we have been running this pilot for a little while and I will say, and Taren shared as well, that we are seeing really positive results right now. Even from sellers that have just started, they’re seeing some really, really good attribution, really good conversions and it’s actually working out for them so far. And I think like with most things, it’s because it’s still newer. Like we were saying, a lot of people aren’t doing it. So yeah. When you get in early, the results typically end up being pretty, pretty good.

Bradley Sutton:

And the member guys, if you’re using these attribution links that we’re gonna have inside of Adtomic or just in general as I said, we have Amazon attribution inside of Helium 10, right? Remember you’re, you’re getting 10% kind of kickback, you know, it’s taken outta that 15% commission. So, you might think, ah, man this is, I’m now paying cost per click off of Amazon. It’s a money drain, but just remember, if Amazon sees this traffic came from the attribution link you’re getting 10% back and that’s no small number right there. I’m not saying it pays for itself, but in some situations, it could almost pay for itself if you have a low CPC.

Vince:

Exactly. It definitely helps. CPCs are as side as they are. It’s definitely a benefit.

Bradley Sutton:

Yep. Now out of curiosity, speaking of your namesake here, like, are we gonna consider TACoS now at the overall advertising level? Or is TACoS in Adtomic still just going to be your Amazon PPC? Yeah. And then your spending on Google is gonna be separate. Well,

Vince:

In general, TACoS is gonna stay within that PPC because ACoS is an Amazon term. Right. So everyone else uses RoAS and Amazon’s solely moving towards RoAS.

Bradley Sutton:

We’re game changers here at Helium 10 though, we set trends Vince just cause everybody else does it, that doesn’t mean that we–

Vince:

I’m holding on to that as much as possible. No, but yeah. You know, obviously looking at everything holistically is, is yeah. The best approach. So just having that information on your Google ads as well. Yeah, that’s also gonna be available to drive your strategy based on a holistic approach. This is the amount I spend in Google. This is the amount I spend in Amazon. These are the results. So I’m, I’m hoping that that will again take people out of the mode of just what am I getting from, from PPC and more what’s my total sales at the end of the day. It’s your total sales in Amazon. That’s what you’re there for. You’re not, not selling on Amazon just to get PPC sales, you’re selling to get total sales.

Bradley Sutton:

Yep. Now, you know, we had mentioned that this was available to get into like this pilot or beta program, and there some people in it before, and then some at Sell and Scale, if I’m listening to this podcast now, and I’m interested in it, do I need to wait until a certain time? Or is there any way that I might be able to get into this beta?

Vince:

We will, we’re gonna make an announcement. We’ll send out an email we’ll make some announcements when, when it’s open in general or maybe we’ll make an announcement saying, Hey, we need more people in this pilot. So you’ll you guys will hear from us about it.

Bradley Sutton:

Okay, cool. Cool. Going back to the Amazon side of Adtomic. Yeah. What are some others since, as I said, it’s been a while since you’ve been on the show? What are some other updates to Adtomic for somebody who maybe hasn’t been in the program for the last six months?

Vince:

Yeah. There are a couple of other updates that we have done that I think are our worth mentioning, as people that use Adtomic know, or any actually a PPC tool, one of the biggest reasons for using them is simply that they’re gonna help you with your bidding. They’re gonna do bid increases, but decreases based on your goal, that could be an ACoS goal. It could be a sales goal. It could be an impressive goal. Like it is in Adtomic. So we have those algorithms already in, you know, our tool kind of baked in when you either create campaigns or you can add rules to existing campaigns. But what we heard is that sometimes again, everyone’s different, they’re all in different strategic modes, for some people are bid suggestions, for example, were too conservative.

Vince:

You know we, Adtomic were looking at certain keywords that maybe weren’t getting enough impressions and it was incrementally increasing, like by a penny or two. So maybe a seller that goes you know what, I don’t wanna increase that incrementally, just buy a penny. I want it to be 10 cents. Incremental changes. I wouldn’t suggest that unless you’re trying to be super aggressive, but you can now make those kinds of changes in Adtomic. So we have, in our suggestions, we have our settings tab within our suggestions page. And it’s called the bit suggestion settings. I’m loosely calling it the bit aggressiveness slider cuz that’s all, it’s a slider. You scale up and down on your bid increases or your bid decreases. You can scale them up and down. So whichever way you wanna go, as far as being more conservative or more aggressive with the bids that you are seeing or the bid decreases that you’re seeing.

Vince:

So you can play in both directions and you can tell the tool, you can tell Adtomic, you know what, I wanna be a little bit more aggressive with my decreases. Maybe, maybe, maybe you’re seeing, too much spending and Adtomic is doing its job of trimming things down, but maybe you want it to be trimmed on even faster. So it’s a really great additional layer of control that we’re adding. And that’s what we try to do with Adtomic. We do a lot of things automatically, but we also wanted to give you guys more control over what you’re seeing within the tool and that’s what these are doing. That being said it also means that you can screw it up. You can screw up here campaign quite easily. So it’s one of those things with, you know you gotta really understand what the thing is doing before you do the thing.

Bradley Sutton:

Okay. So like how would you suggest some, you know, I’ve been talking about people who haven’t been using Adtomic for a while. But let’s say I’ve been using it like myself I’ve been using Adtomic exclusively for all 250 of my PPC campaigns since this inception.

Vince:

For ads and then within Adtomic. Yeah.

Bradley Sutton:

Yeah. So for me now that this new feature is out, like, I mean, just right off the top of my head, like, like the thing that I might change is like, for example, like, let’s say, I noticed that the suggestions back in the day was a little bit light. Like for example, let’s say my ACoS was 8%, and my target is 25. And then in the old days, Adtomic would suggest raising my bid like 4 cents. Right. But so in this, which would probably just bring me up to 11%, you know, but by target, it’s 25% or 20. Sure. Yeah. So then in this case, I would go into that bid aggressiveness slider and say, Hey, you need to be aggressive.

Vince:

That’s why I’m calling it an aggressiveness slider.

Bradley Sutton:

What’s a really called though. Cause if people start searching for an aggressiveness slider, they might not find it.

Vince:

Suggestion Settings

Bradley Sutton:

Suggestion Settings

Vince:

Specific bids, Bid Suggestion Settings, you know, cause we also do suggestions for new keywords and negative keywords. This isn’t that this is straight up what the bids that you’re seeing us give you in our suggestions. Yeah. In your case you would just say, you know what, I wanna be a little bit more aggressive with that because you know, Adtomic is designed to do incremental changes. So it looks at the dataset and gives you a suggestion, but they’re incremental. Like we don’t wanna blow through people’s budgets, you know? So, but you’re confident maybe you’ve got an influx of test budget. Maybe you’re launching a brand, a brand new product. Then this is what this is for now. This is just an account level. So it’s the entire account. So you can’t yet, which is something else maybe we’ll work on later this year.

Vince:

The goal would be to be set those kinds of aggressiveness levels, you know, per, per rule. Right. so you can look at this rule or maybe even campaign level and be like, this is how aggressive I wanna be right now. It’s the entire account. So really it should be it’s great for people that just have a couple of products, maybe they’re the same. And you can really just at an account level, make those, make those minor adjustments or major adjustments because we’re allowing quite a bit of wiggle room for people on these, on the slider.

Bradley Sutton:

Okay. Now one of the, one of the other updates that I maybe flew under the radar for most, but this is. Just cause I’m weird, but this is the one I got excited about was the single campaign builder. Matter of fact, just yesterday I created the campaign. I’m trying to like to clear out a whole bunch of like some stock on one brand that I’m discontinuing. Yeah. And so I was like, I just wanna create a, like a clearance ad that target multiple ones and you know, six months ago I would’ve had to go into seller central instead of Adtomic. Right. And then create the campaign and figure everything out that way. But yesterday I was able to do it in Adtomic. So I love that single campaign builder. Other than that, what else is there, or did you wanna talk about that single campaign builder?

Vince:

Just under the, you know, the goal of Adtomic, obviously when you’re building your campaigns, the point of it is that if you do that, then you get all these rules built in, right? You’ve built your campaigns, Bradley. So you get you baked in your new and negative keyword rules, which is basically Adtomic looking at the search terms for you. So that is the point of Adtomic. But sometimes we get sellers that have a bunch of campaigns already, right? So we don’t need them to create new campaigns. They just need to add rules to their existing campaigns. But sometimes let’s say, we suggest they have at least four different campaign types auto campaign, a broad research campaign, an exact match keyword campaign, and a product targeting campaign. Well, let’s say they only have three out of the four that we require.

Vince:

They can just use a single builder. Now create the missing campaign in that campaign structure, that makes up a rule. And then the coolest thing about Adtomic is that you can add that campaign into the rule. So to me, that’s the biggest selling point of the single campaign builder is that you can really quickly just make sure that you have all the campaigns that you need for a rule to run correctly. And right, when you make that campaign, you can add it to that existing rule.

Bradley Sutton:

All right. So, t was actually funny a couple of days ago in, in our company slack I on my own just discovered something that I didn’t even know I had access to. I actually have a Helium 10 Elite account. So I didn’t realize that this feature was something that was only for Elite members, but I believe now it’s available to even Diamond members. Do you remember what that was?

Vince:

Yeah. If you’re talking about the bulk update feature. Yes, yes. Okay. Yes, as of Sell and Scale that was released to diamond as well.

Bradley Sutton:

So can you explain, what that is for people?

Vince:

What we wanted to do is kind of like give more power to our analytics section. So our analytics section of Adtomic is pretty powerful. At an account level, you can look at your data, however, by ad group level, campaign level, all your keywords, all your search terms, like in an entire account. So whereas in the ad manager section, that’s broken up by campaign so if you want to really quickly make optimizations, you can now do that within our analytics section, the previous only action in analytics prior to this was on our search terms. So if you’re looking at all your search terms and you see something that’s not, you know, working, you can add ’em to negative. Well, we’ve added the capabilities now to change your bids and change your budgets in the analytics.

Vince:

So it’s, it’s basically, we’re moving towards more of this kind of bulk features, these bulk actions that you can take. And we’ve started that in our analytics section and we’re gonna keep beefing up the things that you can do in our analytics section. Cause it’s just something, again, we listen to our sellers and they’re saying, Hey, it’s really super great that I have all this account level of viewability. But it’s read-only, I still have to go into the campaign or into the ad manager maybe to take an action. So now we’re giving those actions you know, directly the capability directly within our analytics section.

Bradley Sutton:

Okay, cool. Now guys you know, we’ve been talking a lot about, you know, PPC in general, we’ve been talking about Adtomic. If you are interested in trying Adtomic, it’s available for our Helium 10 diamond plans and above. So if you’ve got a Platinum plan, you know, I would say, try it out for two months, like one month might not be enough time to really get the full value. So just commit two months to upgrade Diamond. You get tons of other features too with diamond. It’s not just about Adtomic back in the day. Oh yeah. About the only difference between platinum and, and diamond was Adtomic. But now you’ve got a lot of listing analyzer features and special cerebral things like key estimated keyword sales and tons of stuff.

Vince:

We also have a brand new Amazon PPC academy

Bradley Sutton:

Yes. PPC academy now is also for only Diamond and above. Yes.

Vince:

Well depending on when this airs it’s free for everyone through the month of September,

Bradley Sutton:

That’s right. That’s right. We’re still in September right now. So if you guys are listening to this year, when we release this, you have about a couple of days left to go in there to go to helium10.com/ppc-academy. And then you could sign up, just sign up with the email address that you use for Helium 10. And then it’ll show up wherever you see Freedom Ticket. But if you’re listening to this, you know, October 1st or October 10th or whatever.

Vince:

It’s gonna be Diamond only.

Bradley Sutton:

Yeah, you can still sign up, but you’ll only be able to get access to it if you have a diamond in your account. And this is over 30 modules with Vince. Yeah. And Mina Elias who, talk about, it’s not just about Adtomic, it’s just mainly–

Vince:

What Mina Elias actually does a super deep dive into how to manually do things in Seller Central. He’s even included you know, some spreadsheets with macros on it that he uses, you know, to manage his client’s accounts. And then I kind of also come in, I do deeper dives into, you know, what are sponsor brands? What are sponsor brand videos, sponsor, display and also then you know, how to leverage a third-party tool like Adtomic to do some of the same actions, just much more streamlined? So it’s beneficial, you know, for everybody cuz you’re gonna learn the basics of how to do PPC from an intermediate to advanced perspective as well. I mean, beginners can still watch it, but I really think that people that are already doing PPC are gonna get a lot out of it. So yeah I do hope that people for free through the month of September, go ahead and sign up, but it will be gated at our diamond planned you know, starting October 1st.

Bradley Sutton:

Awesome. Awesome. All right. Now it’s time for our TST 30-second tip.

Vince:

Okay. So yeah, my 30-second tip is to make sure you guys number one, you’re running sponsor brand videos cause they are super powerful data case study earlier this year with one of our sellers, but make sure you’re following the requirements I’ve heard from Amazon that a lot of our sellers don’t follow the requirements. So they end up getting rejected. So when you’re building them out, you’re taking all that time and energy to follow the requirements, or else you will get rejected.

Bradley Sutton:

All right, well, Vince looks forward to touching bases with you next year to see what’s new in Adtomic, but everybody out there again, I think you guys understood the moral the story today is if you have been using Adtomic for a while, get into it because there’s so much more cool stuff, especially with the Google ads integration and some of those other things that Vince mentioned. So Vince, thank you so much and we’ll be seeing you soon.

Vince:

Sounds good.


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