Amazon PPC Management with Brian Johnson of Canopy Management - a podcast by Michael Veazey

Amazon PPC Management can get very messy. Learn the basic skills to increase product performance and overall leveraging your business.

INTRO

Brian Johnson of Canopy Management 



Affectionately known as the “Brain in the Jar”, not only has Brian achieved success as an online seller, but he has become the Leading Strategist in Amazon Pay-Per-Click Advertising.



Over the course of his career, Brian has founded: the Amazon PPC Troubleshooting community, Amazon PPC Consulting Association, PPC Scope ad management software, Sponsored Products Academy training course, and Canopy Management advertising agency for million-dollar brands.

Methodology for basic campaign structure

What is the overall framework?



This has evolved over the years.



* Bear in mind: New manual campaigns take a few weeks to “warm-up” for Amazon to trust them.

* Always have an Auto -discovery campaign for Amazon PPC Management.

* Brian used to do 1 auto and 1 manual campaign

* Now does 3 manual campaigns



What manual campaigns to have?

Most people assume campaigns are set up by match type. That’s not what Brian teaches or does.



1st campaign - ASIN targeting (run ads on someone else’ listing)



2nd campaign:  research campaign 



Test to see which different match types perform best at Amazon PPC Management.



Those that do convert get into the protected campaign.



3rd campaign “protected campaign”



AKA:  “profitable”/“converting”/“Winner” campaigns



You focus ads to where you get the highest ROI on spend



Then you’re into more advanced campaigns.

What is ASIN targetting? 

Like AMS - product display.



You can choose headline targeting or ASIN targeting.



You can build those to run on weaker competitors’ listings.



If you have a new product and no social proof, you have a little conversion.



So get a foothold first before you attack others in Amazon PPC Management.



Then have your ads run on other listings that don’t have such good products.



It’s basically about stealing market share.



It works best if you run these ads on a competitor listing with low social proof, value, price.



Be THE alternative.



If Conversion Rate is not close to the top 3, you’ll struggle to do ASIN targeting.

How do you pick weak competitors? 

Way 1: if your product is better on price or review count.



Way 2: brand analytics analysis - how well do top products convert?

Automatic campaign use

It’s NOT for keyword research.



it’s easier to set up



Plus you get instant results

Manual research campaigns

You do your OWN list of keywords.



So you can tell Amazon here’s where I want my ad to be shown.



You’re looking to get your ad in front of your audience.



You don’t necessarily if you’re getting in front of the RIGHT audience.



You might dump 1000s of keywords into your keyword campaign.

How many keywords to have in a manual campaign? And how to organize?

From his data - the number of keywords amazon shows for a given product, probably 150-200 keywords. Amazon won’t care about the camp structure.



Some might be 500; some 10!



150 keywords typically get impressions.



75-100 keywords typically get clicks.



30-50 keywords typically get conversions.



Campaign structure doesn’t affect this!



Amazon wants relevance! They want us to go for a niche audience



They want to focus on the finite size of the audience.

Further episodes of Amazing FBA Amazon and ECommerce Podcast, for Amazon Private Label Sellers, Shopify, Magento or Woocommerce business owners, and other e-commerce sellers and digital entrepreneurs.

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