Amazon PPC Automation with Micheal Hecker – SS012 - a podcast by Danny McMillan

Micheal has big data and a 5 step approach for Amazon PPC Automation to optimise and automate your ad spend. We cover keyword research and search term reports, how to calculate keyword relevance and product data optimisation along with ad group strategies that win.

Micheal’s 5 Pillars Strategy

Keyword Calculation

Manual research is really complicated with big portfolios (20-30k upwards) and many marketplaces with many languages
Process has to be based on numbers and automated

Step 1 – Analyze Amazon search recommendations

• You calculate keyword candidates by analysing Amazon search recommendations
• Analyse top seller data – which words and word combinations are more frequent in a specific product category
• Search term reports are most valuable source – knowing which search query generated how many impressions

Step 2 – Calculating Keyword relevance

• Searching for ‘women’ as a keyword you find all kinds of products
• None of those product categories has a high relevance for the keyword ‘women’
• If you searched for “women’s sneakers size 8” then you would be more specific as it’s a really high relevance keyword
• Really important to review your search term reports to see which search queries your ads are firing for and to spot the
• irrelevant search queries and put them as negative keywords

Step 3 – Product Data Optimisation

• You might have 2000 to 3000 keywords but 90% won’t generate a single impression
• Need to help Amazon understand that your product is relevant for a specific keyword
• We slice the keyword set up into slices
• Take a slice and optimise the search term attribute we are going to update and send it to Amazon
• Week by week we take a new slice and send it to Amazon
• We then know the reach, cost and conversion for each keyword.....

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Further episodes of Seller Sessions Amazon FBA and Private Label

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Website of Danny McMillan