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#239 – How to Make a PPC Test Listing That Will Help with Product Validation

We all know that there’s a lot of money to be made selling products on Amazon. The only problem is deciding which products are going to lead to the kind of sales that help sellers create a lasting e-commerce business.

Today on the Serious Sellers Podcast, Helium 10’s Director of Training and Chief Evangelist, Bradley Sutton takes us on a deep dive to explore a way to determine the two key factors that most often tell you if a product is going to be a success, or not. Amazon sales can be traced directly back to sufficient product demand. Once you combine that with an understanding of the buyer’s specific intent, you’re off to the races!

In this episode, Bradley talks about how he uses PPC test listings to validate the results of his product research. Find out why this tactic makes sense and how to implement it. There’s no reason to throw a bunch of money at a product that isn’t going to find a buyer. This next 30 minutes will help make sure that it doesn’t happen to you!

In episode 239 of the Serious Sellers Podcast, Bradley discusses:

  • 01:45 – What Is a Test Listing?
  • 03:10 – Identifying Buyer Intent and Product Demand
  • 05:24- Searching for a COVID Detection Phone Case?
  • 08:17 – Starting a Test Listing with an Etsy Product
  • 11:15 – Thinking Like a Buyer
  • 13:45 – Putting “Boost” to Use
  • 17:15 – Test Listing Specifics
  • 20:47 – Where Are the Clicks Coming From?  
  • 23:30 – How to Bid to Rank on Amazon  
  • 25:39 – Test Listings Help Make Up for a Lack of Amazon Data
  • 27:12 – Targeting a Specific Market

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunesGoogle Podcast or wherever you listen to our podcast.

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.
  • Ultimate Resource Guide: Discover the best tools and services to help you dominate on Amazon.
  • Helium 10: 20+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon 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. 
  • Trademarks are vital for protecting your Amazon brand from hijackers, and provides a streamlined process for helping you get one.


Bradley Sutton: In this episode, we’re going to talk all about how and why you would make PPC test listings to help validate your next cool product launch idea. How cool is that? Pretty cool, I think.

Bradley Sutton: Hello everybody, and welcome to another episode of the Serious Sellers 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 world. And I’m going to have a serious conversation with myself today, no guests, but I wanted to go over PPC test listings. This is something that maybe you heard about first from Tim Jordan on Project X a couple of years ago, but I’ve talked about it in some of my Project 5k case studies. I’ve been using this almost exclusively to launch over 40 products in the last year for different case studies I’ve done. And we’re going to talk about what exactly these are and how they’ve helped me and how they could help you. But before I start, let me just say that this is not something that’s a requirement if you’re going to sell on Amazon. There’s plenty and plenty of sellers out there who have tons of success and have never done anything like this, but in the different niches that I do, this has really helped me to validate a lot of the demand. All right. So first of all, let’s just talk about why you would do a test listing and then what they are.

Bradley Sutton: So first of all, what they are. So, when we say PPC test listing, this is like, you’re not sure you want to sell a product on Amazon. You found a product opportunity, and you’re just going to test it out, the trend and see how much demand there is. There might be different reasons– you’re going to look into that. We’re going to get into that in a little bit, but it basically means you’re only going to get like in a one unit, five units, 10 units, send it into Amazon, fulfill yourself, create a throwaway listing as it were. And then just send a lot of traffic to it with high bids on PPC and just see how it does, what kind of traction it gets. All right. So, that’s in a nutshell, what is a PPC test listing. Now, why did we do it for the original Project X listings? And why have I done that since then with Project 5k? Well, with Project X, what we were doing was we were going into niches where there was either little to no history of activity on Amazon. All right. So it wasn’t like, Oh, there’s already like 15 guys who are making $10,000 a month. So we know there’s tons of demand for this exact kind of product. That wasn’t the niches we were going for. The coffin shelf– it definitely seemed like there was demand, but it was sporadic because the one seller from the coffin shelf before us, they were never in stock. Like they would just be in stock for like a couple of weeks and then be out of stock for a month, you know? So we’re just like, we want to just make sure that there’s enough demand here. We can see the search volume, but is there a lot of buyer intent? That’s something that search volume really can’t tell you, is buyer intent, but what buyer intent is, is probably somebody searching a keyword to actually purchase something instead of just browsing. Now for the egg tray, it was different. Remember we were doing a wooden egg tray right now. The main keywords that we saw were eggs and egg holders without the word wood. And then if you search those at the time, two years ago it was nothing but like plastic and metal ones.

Bradley Sutton: But the reason why we went with this egg tray was because we saw that on Etsy and Pinterest, it seemed to be a trend for wooden ones and rustic kind of decor, but we weren’t sure it’s like, we don’t see a lot of success of this actually zero success of a wooden egg tray on Amazon. So we’re kind of taking a leap of faith. Like, can we get traction because that’s the case. That’s the case sometimes on Amazon is general demand for a keyword, right? There might be something that all it needs is exposure and you can go ahead and get some sales from it without there being existing demand for that particular type. It’s just a matter of people don’t knowing it exists. Like, I didn’t know. There was such a thing as wooden egg trays. If I think of egg cartons or egg trays, I think of plastic ones, right. Or things that go in your refrigerator. I was like, what people buy wooden ones? So, a lot of people are like that. So it’s just a matter of, Oh, shoot, I saw this on a search result, you know what? I would get it. And that’s an important part of products on Amazon. There’s two different ways of doing products that Tim Jordan talked about in a recent episode of Project X that’s in Freedom Tickets, like the better mouse trap is one of them. And so that’s kind of like what we’re talking about here. So, what does that mean when you’re talking about a new product that doesn’t really exist, but all it takes is somebody seeing it and they like the functionality that they never knew existed before.

Bradley Sutton: So yeah, as you guys know, I’ve always talked about how Amazon is not Kickstarter. It’s not Indiegogo. You don’t make it an invention and have success on Amazon. Now, that’s not an all encompassing statement. What I mean is, you cannot take something that there is zero demand for and expect to have success immediately. All right. Because if nobody’s searching for it, nobody’s going to buy your product. I mean, that just makes sense. Right. I’m just looking here at my desk, what I have in front of here, I have a phone case. Sure. A lot of people are searching for an iPhone XR phone case. But if this was a phone case that actually served as a Coronavirus detection thing, meter or something, well, nobody is searching Coronavirus detection, phone case because they don’t know something like that exists. However, if you think that just people searching for just the regular keyword, iPhone XR phone case, and all it takes is for them to see this. And they’re like, Hey, that looks interesting. I didn’t even know that existed. I was searching for just a regular iPhone XR phone case, but this looks interesting. Something that can detect coronavirus. Sure. I’ll get this one instead. Right? So, that’s the case. Sometimes you can make assumptions and those are the situations where something innovative, something new can get traction. You’re not trying to create completely non-existent demand, you’re in this situation, you’re capitalizing on demand for something similar. And it’s, you’re just like educating the buyer that there is something else out there that’s even better that’s available right? Now, in that case, you’re not really looking at data. Sure. Maybe there’s data on Pinterest and Etsy that you see something is trending, but you don’t have Amazon data that can validate the demand and validate your product idea.

Bradley Sutton: Almost everything on Amazon, when we talk about product research and product video validity. Yeah. That’s a new word validity, right, is Hey, I’m going to look at Xray on Helium 10 and check the sales. I’m going to look at Magnet and Cerebro and look at the search volume of keywords and things like that. There’s lots and lots of Amazon data out there that you can use to validate your product ideas. But sometimes if you’re going super unique, there’s not a lot of data. And that was the case with that wooden egg tray. We didn’t have four or five sellers doing $10,000 a week and say, yep, there’s definitely demand for wooden egg trays. We couldn’t look– reverse ASIN in Cerebro, that kind of thing, and look at all the keywords that they’re ranking for. But we had an idea that the egg tray would sell just if they saw it, because we saw on Pinterest and Etsy that there was demand for wooden ones and stuff that looked like farmhouse or rustic decor. So, that’s like one of the reasons you do a PPC test listing. So what we did on that egg tray was we went to Etsy because that was where we saw some wooden ones, and we bought like 10 of them. And then I created a new listing, sent those 10 into Amazon FBA. I don’t have to send it to FBA, but if I’m an FBA seller, I like to have an apples to apples comparison. If I’m going to be selling on FBA, I want to see what an FBA listing is going to do. Right? So I sent– we sent those 10 ones, actually, I think it might’ve been up to 30. Tim Jordan went kind of crazy on that one. We sent it to Amazon, and now we’re not going to make money on this most likely. We’re not going to, because we’ve got to pay full retail price for these from Etsy.

Bradley Sutton: If you can’t buy this, your product ID on Etsy, what’s something else you can do? You can buy a competitor’s product and just repackage it, you can get 10 samples from your factory that there’s different ways to go about it. But by any means, we bought these from Etsy and we sent them into Amazon. And then what we did was created– we weren’t going to do anything like search, find, buy, or ranking campaigns. It was 100% PPC, just the way that Tim names this PPC test listing. So we created three different PPC campaigns, just like we do in our ADS tool, in Helium 10. We created an auto campaign, a broad campaign with not that huge budget, that the one that had the big budget is the manual exact campaign. Because remember, we have this idea that, Hey, I can get traction on this keyword, egg tray. I can get traction on this keyword, a holder. So we got a test that if people see our wooden one on page one of these search results, will people interact with it? In other words, will they click on it? Right. Now, here’s the thing. I am not doing a highly optimized listing. I do not do a highly optimized listing. I like to do listings that just have the keywords and they’re not really made to convert because my main way that I’m getting data is just by the clicks. All right, what information am I getting with a click on a poor listing that’s at price. I didn’t mention that, but I also price this high. So the egg tray we had listed was $75, something ridiculous like that when we were planning to sell it for like 25 or less.

Bradley Sutton: So what data am I getting? Like, why is that great data if I’m getting clicks in PPC. Now here’s the thing. So I do a high bid on it in the exact manual campaign, because I’m trying to get to the very top of page one right now. Sure. I might get a lot of impressions and that’s one thing. But if somebody is clicking on a listing with zero reviews, that doesn’t have a great main image and is a really, really high price, there’s got to be some buyer intent there, right. But why in the world where they click that? So I get kind of excited when I can get clicks, when I can get PPC clicks on a bad listing with a not great image at a super high price, because I mean, think about it. Again, guys. I talk about this over and over again. We talked about this in the episode, a few episodes back that I had on with Shivali about mindset. And I’m thinking like a buyer, instead of thinking like a seller. Think like a buyer, guys. If you’re buying something on Amazon, you search something, you see something that is ridiculously priced. I mean, are you getting me to click on it? If you’re like, Oh, that’s ridiculous. I would never buy that $80 for an eight tray. Well, what’s wrong with them? Of course you’re not going to click on it. And if the image doesn’t look good, if you’re clicking on it, there’s got to be some buyer intent. It must have intrigued you so much. Like, wow, this egg tray looks super good. That’s a high price, but you know what? I would consider buying it. Let me just see what else it has. I mean, there’s got to be some buyer intent for you to click on. Otherwise you’re not going to click on it. So that’s the first benefit of doing these PPC test listings at these high prices. Any clicks are going to show some buyer intent. Impressions are that kind of just validates the search volume and validates how many different products you’re listing would be tied to in PPC. Sure. That’s great, but that’s not enough to get you excited. You already know what the search volume is. Thanks to Helium 10, but when you see clicks, you can get excited because he was like, wow, there’s some buyer intent for this. Even at a high price, we’re like, man, if I had a better listing at a lower price, imagine what I could do, what damage I could do on Amazon.

Bradley Sutton: The other thing that it’s good for is a lot of people use only PPC for their launch. They don’t search, find, buy, or things like that. Or, I mean, just at the very least PPC is a partner of your launch strategy. I would say more than 90% of sellers. You’re doing PPC from day one, right? I mean, I have never had a listing right onto PPC from day one. Hence, you cannot go by PPC bid suggestions in Seller Central. People always say, Hey, how come Helium 10 doesn’t show in Xray or their tools what the estimated bids are because it’s nonsense. The stuff that you see on Amazon so many times is way, way, way, way off, because I mean, it varies by account. It varies by product, time of day, et cetera, et cetera. So what you can do is like, you know what? I want to make sure that I get to the top of page one when I’m doing my launch, what kind of bid might take for me to get there, right? If you go by just a suggested Amazon bid, many times you’re going to be bidding way too high or way too low. So I like using this to see what it takes to get to page one. Now, do I need to go in every single keyword that I’m bidding on, go check where I’m ranking for to see where my bid is taking me? No, as soon as I do this PPC test listing, I put that ASIN into Helium 10 Keyword Tracker, and I turn it on. Boost is that thing that allows me to check 24 times a day, different browsing scenarios, different browsers, different geo locations. It’s trying, showing me where I show up organically and in sponsored ads. All right. So then now I can see like, Oh man, I did a $2 bid, but Helium 10 Keyword Tracker is showing me that I’m only on position 10 in sponsored like consistently throughout the day, meaning that I’m at the bottom of page one, maybe for sponsored ads. Now, I know I need to raise my bid most likely. All right. So, that’s very helpful now. And then now I know, Hey, even though Amazon is telling me I only needed a dollar 50, you know what, when I’m launching this product, if I launch this product for real, I know now that I need to put the bid at $3. So there’s another benefit of why you would do this test listing.

Bradley Sutton: All right. It’s time for our BTS of the day. Bradley’s 30 seconds. Here’s my 30-second tip. One of the common questions I get when people are talking about PPC test listings is like, wait a minute. I’m in Europe or I’m in Mexico, or I’m in Asia. And I’m trying to sell on How can I do a PPC test listing when I can’t fulfill this product from here? I don’t have Etsy here. I can’t buy this product here. Well, there’s different ways. One of the ways is guys just get a friend, get a friend who was in the country that you’re trying to sell on. We’ve got the Helium 10 members Facebook group, the FBA High Rollers Facebook group, where there are tens of thousands of people in there. And we always suggest networking. So find a friend and just say, Hey, can I buy five products from Etsy? And then, if I sell it, you’ll send it to them. Hopefully you have a friend that you’d be willing to share your product idea with, and that you think what you would trust. If not, you might not have done enough networking. So, guys networking is key. You can get a third party warehouse to do it, maybe to fulfill these five orders for you. But, usually third party warehouses don’t like dealing with stuff like that. So like I said, guys, it’s just as simple as having a friend or a family member in the country that you’re trying to sell in and send them the products and then have– pay for their UPS label where all they have to do is print out a UPS label, slap it on the box. If you sell a product and then you’re going to get your data that way.

Bradley Sutton: Now, here’s the thing that gets me the most excited. In the beginning, I’m putting a high price, not just to kind of get excited about the buyer intent, but if I actually sell a product, Oh my goodness gracious. That is words like, you know what? I need to hurry up and make this product. Because if I can sell a wooden egg tray for 70 bucks with a poor listing, imagine what I could do with a $25 listing that’s fully optimized with nice images and great copy, et cetera. So that’s like the holy grail there. Now, every single product I’ve done with Project 5k, since then I’ve done test listings on almost– No, I take that back. Not every, like 95% of the product. So, there was a couple where I didn’t do a test listing. There’s actually one I’m about to launch on Amazon for Project X that I didn’t want to show you guys. Because I know you guys are all watching the Project X account and some of you guys saw my PPC test listings, and I would get messages like, Hey Bradley, I see you testing this product, but there’s a funny product that will be launched probably like a month from now. If you’re listening to this live or when I first launched this episode, it’s probably not there yet, but I want it to kind of surprise you. So, not yet. Okay. So again, not every product I have done a PPC test listing, but almost all of them I have. And let me just talk about my experiences with it so far. So, my personal method is I want to save money. I have found that I can actually get some great data with less than five units and just be fulfilled by merchant because I’m going after super, super niche ones where there’s like the coffin shelf, where there’s almost no competition.

Bradley Sutton: So all of those products on 5k I did, I did it just Fulfilled by Merchant. I would buy four or five units from Etsy. Or another thing I’ve done is like, there was one where I couldn’t, it really wasn’t on Etsy, but it was like in a– it was one of those brick and mortar stores. I forgot which one it was. But there’s like a store that’s in the malls and they actually had it, it was like Urban Outfitters or something, something like that. And I just went there and bought three units. Right. And then I put two of them on Amazon and then the other one, I always just keep them here in order to send as a sample to China, to my factory, to see if they can make something like it. All right. So I always buy one extra that I have on hand. All right. So I buy it, I throw it up. I fulfilled by merchant. I usually try and go to 2x, at least 2x, if not three or 4x on the price. Right. So if my target retail price is $30, I’m putting it at 60 to $90. I just take some simple pictures or I just use the pictures from Etsy. I use a throwaway UPC number and I just throw it up. Remember, these ASINs, I will never use again. That’s a common question I get is like, all right, you did the test listing, now, is that where you’re going to make the real listing? No. You’re going to lose your honeymoon period if you do that. This is a throwaway listing that I’m never, ever going to use. So I threw it up there. I made a listing. I already do all my keyword research of what I think is going to get traction. Right. What I think is going to get traction, what I think Amazon is going to relate me to. I started those three PPC campaigns, one auto, one broad with some short tail keywords. Like for– it was the wooden egg trays, my product, I might do egg tray, egg holder, even though I’m putting those in my exact manual, I’m putting those in the broad as well, because I want to get, just see some random activity for like, egg holder kitchen, or a egg holder countertop. I want to see some of those long tail keywords.

Bradley Sutton: And then here’s my strategy for, I do the highest bid. I’ll usually go like $3, just If Amazon’s suggesting $1, I’ll go $3 in my exact manual campaign and whatever that one is, I go half of that, my broad campaign. So if I go $3 in my exact manual, I go a dollar 50 in my broad. And then in my auto, I’m just– in the auto, I’m not really concerned about that because I already know what my main keywords are. I just want to just see some random ones that if I get some really cool action on that, that I missed it in my keyword research. Then when I launched this product, I just had that much more great data. I’m going to put those in an exact manual campaign right off the bat. So $3 is my exact manual bid. Usually unless I’m in a super competitive niche, I might go $5, I go half that for the broad. And then I go half of the broad for the auto campaign. So again, in my one scenario, it’s I go $3, a dollar 50 and 75 cents, right? I usually do like 10 to $15 budget per campaign per day. And then I throw it up there on Amazon, I put all those main keywords that I think I’m going to get traction for. And I think that I’m relevant for, into a keyword tracker with boost on, and then from day one, I’m looking at my keyword tracker where I’m showing up. And then I adjust the bid. And then, after a couple of days, I’m starting to look at my PPC data. Where am I getting clicks? And are the clicks consistent, like at a consistent price? Do I need to raise the bid? Do I need to lower the bid? If I get enough– sometimes if I do 10 keywords and an exact campaign, I’m only going to get big traction on like three or four of them. If I start getting enough clicks and enough data from those three or four keywords, I’ll pause those. And then hopefully, Amazon shows me for those other ones. And that’s literally the blueprint of what I do in my PPC test listings.

Bradley Sutton: And now for almost every single one, they have turned, they have worked out. In other words, I see clicks showing buyer intent. And then I actually see purchases. Sometimes I don’t get the purchases right away at like $80. And that’s fine after like five days or six days, and I’ve got at least four, five, six, seven clicks from each of my main keywords. I’ve got the data. I see the buyer intent. Now what I do every day is I start lowering the price by like five or $10, just to see. If I have to lower the price all the way to what the regular retail price is going to be. You know what? That gives me pause. I’m like, you know what? I might not launch this product. Like in my PPC test listing, I have to lower the price all the way down to $30. And 30 was my original target. I’m not sure if there’s enough demand for this. That’s just my personal philosophy right there. Almost everything that I’ve done, I always can get it at 50% above the price. Because again, I’m not competing with many people. I love, love, love in Project 5k going after niches that are super unique where there’s almost no competition. All right. So, there’s no reason that I should, that I need to lower the price too much right? Now, if you’ve got five other sellers out there, well, you don’t even need to do a PPC testing. You’ve got enough Amazon data to probably launch your product. I’m just talking about these ones where I’m trying to do something unique and new that I don’t think anybody else has. All right. I’m trying to like, do some really cool differentiation or just go in with a brand new product that hasn’t really been on. Amazon has only on Etsy and Pinterest, or other websites, right?

Bradley Sutton: So, if I have to lower the price too much, just to get rid of my inventory, then that’s a problem. I’m not going to sell it. And so, that’s my strategy, right? Those five units, I’m not going to make all my money back. Sometimes I do make my money back. Sometimes they even make money on those, because if I buy it for 40 bucks from Etsy and I sell it for $70, well, I pretty much made my money back on it. So, I wait to see if I sell it out. And then as soon as I sell, like the first or second one, when I’ve made my decision, I’m like, you know what? This is going to be a good product to go for it with, I go ahead and remember I had an extra sample that I would buy from Etsy or wherever. I sent that to my sourcing agent in China. I’m like, all right, here, take this product. And this is what I want to do differently, but this is the quality I need, et cetera, et cetera. Now, remember the other benefit of doing this is not just validating my buyer intent, but I’m also getting those bids of what potentially is going to happen when I launch the product. Now, bids change over time and everything, but they changed my account, but theoretically speaking, I’m going to be selling on this one account, the same account. So, I know what it’s going to take for me to get to a page, one sponsored result, what kind of bid it might take and what other people are bidding. Now, here’s some situations where I, because of this PPC test listing, I actually said, no, and I’ve talked about this before in Project 5k.

Bradley Sutton: I remember there was this magnet product and it seemed really, really good. I was like, wow, this product, there’s only one seller and the price seems kind of high. So, I went and threw it up there on Amazon. I did a very similar listing as compared to the other seller, but I just could not get traction on it. I can not get traction. I kept lowering and lowering the price. And the only way I got to finally sell the samples I had in is if I lower the price, almost all the way to what the existing seller was doing. So I was like, it’s must be very, very limited demand for this. And everybody just loves this other product. In addition, Amazon was telling me all my bids were like a dollar 50, a dollar 25. That’s what you need. All right. It was not that at all. I ended up having to do– it was my cost per click on those that were like 3.50 and $4. So again, if I went with the Amazon, suggested bids, I would have been totally off. So, and then at that 3.50 or $4 cost per click that just ate up a lot of the profit margins on that product. So, that’s a case where I invested about 150 bucks on these samples and on my test and it didn’t work out, but guess what? Sure. I was out, maybe 75 bucks, I lost 75 bucks because I sold the products at a loss, but isn’t that much better than imagine if I invested three, four, $5,000 for this product, and then found out the hard way that there wasn’t enough demand and that the cost per click was too high and it’s going to eat up my profit.

Bradley Sutton: That’s why you do the PPC test listing if you’re not fully sure, guys, if there’s not enough data on Amazon to validate what you’re trying to do, this PPC test listing method is absolutely the way to go. Now, again, I want to reiterate here. This is not a necessity for every single product on Amazon. There are tons of niches you can get into where you’re just looking at– you’re not maybe differentiating two too much. And there’s three, four or five competitors that you know, I mean, you can see what they’re doing and you can see all the data on Amazon. You can see the keywords, you can see their sales and things, and yeah, you might not need to do a PPC test listing. Now in that situation, you still could. All right. Like if you really, really wanted to dial in your PPC from day one and you know what bid exactly you’re going to need to do. Sure. You could still do a PPC test listing, but you don’t need to do it for the validation of your product. So again, to review under what circumstance I would do it. This is if I’m trying to get into a niche where I’m doing something completely new and innovative, that I’m not sure I can get traction for. And again, I am not talking about creating demand, right? If you have a brand new invention, I’ll say this a million times, do not think you’re going to get traction on Amazon. However, let’s say I have a new invention or a better mouse trap as Tim Jordan calls it, where it just adds something unique that nobody has thought about for a certain product. And there’s no keyword that exists for it to describe this new innovation, this new, better mouse trap that I created.

Bradley Sutton: My theory is that all it’s going to take is for me to get eyeballs on this from my target market, right. I need to get eyeballs on it for my target market and they’re going to like it, and they’re going to buy it. How do I get eyeballs on this for my target? Well, I got to think, what is my target market buying that’s very similar to this with a certain need. Let’s say my target market is 20 to 25 year old females. Well, there’s a billion products out there that a 20 to 25 year-old female might be getting, or might be interested in. Sure. I could show up in those search results, but that’s not the best way to go about it. I want to get my target market in a buying scenario where their mindset is already geared somewhat towards my product. For example, let’s say my target was 40 to 45 year old stay-at-home moms and dads. All right, sure. I could have an adult puzzle stay at home keyword. And that’s my target market. My target market might see that, but if I’ve got an egg tray, they’re not mentally prepared to buy an egg tray. Sure. I could probably sell some, but if I’m looking to target that exact market and I have them in the mindset to buy a product like mine, what am I looking for? I want to see how I do under the egg tray or egg holder, or decorative egg holder. If they are searching for that, they might not have been searching for a wooden one. Otherwise they would have typed in wooden egg tray.

Bradley Sutton: They might not know a wooden egg tray exists, but if I can show up at the top of the search results for a keyword where the buyer’s mindset is already predisposed to buy something like my product, that’s what I want to do. That’s where I’m going to get the good data from. So if they’re looking for a decorative egg holder in their mind, they might have been looking for a ceramic one, right. Or a fancy metal color one or something like that. So, if I show my wooden one in a search result like that, that’s where I’m going to get good data from. And that’s where I’m going to know, is my theory correct? That somebody who is searching for a decorative wooden egg holder. Is my theory correct that they would consider a wooden one, even though they might have been thinking about it. Alright. So I hope you guys understand, this is a very, very, in my opinion, very valuable point here that can help you. And it’s just kind of like a mentality thing, the way you got to think about tackling this. All right. So, PPC test listings, guys, we go more into detail of it in the original Project X, which is in your Freedom Ticket program. You guys can, if you’re wondering what is project X, you can go to YouTube and just type in Helium 10 Project X. And this whole theory was explained in detail. Even two years ago, it’s still validated. And it wasn’t quite two years. So it was a year and a half ago. Just it’s episode three. Episode 3 and Episode 4 in Project X. And if you’re a Helium 10 member and you’ve got the full Freedom Ticket training program, it’s also in there inside week one or week two, I believe in your Freedom Ticket, but this is something that I use constantly, guys. I used it almost 40 times last year as kind of like a go, no-go test for me on all those products I launched.

Bradley Sutton: And if you guys are not completely sure if you’ve got a product that you should get into, I know so many of you guys are like, wait like a year and you have analysis paralysis. And you’re like, Oh, I don’t know. This is like, I think it’s a good idea. If you’re like that guyys, PPC test listings might be the way to go. It’s not a huge risk. You might invest a hundred, 150 bucks into it. And then it’s going to put your mind more at ease to actually invest that two, three, four, $5,000 when you can see it kind of validated. All right. So, I hope this strategy helps you guys. This is something that can help sellers of any level, regardless if you’re a brand new seller or you’re an existing seller. I highly suggest using this and hope to share some more strategies for you in a future episode. Talk to you guys later.


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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