Hello, here's Ted with OAXRAY and today we are going to go over how you can advertise
your listings on amazon so you can get better sales rank and better page rank.
To get started let's first go up to advertising and then go to campaign manager.
And you are gonna come to screen just like this.
Now, first let's go over what these campaigns are and I'll let you know this thing so
amazon allows you advertise your listing as long as you are in the buy box and eligible on
their website.
So, if you go to amazon page and if I type in or search like lego here, I'll see on
the side, see all these sponsor ads and this is what your listing will look like if you
use this campaigns manager page, it's going to allow you to sell your item on the front
page of the search, and on the side, and sometimes on the top of the search bar so the people
see your item and can purchase your item.
So, if you have a private label item, or you have an item, or you have a lot of them that
are not selling very quickly, you can use this.
So, this are some really old campaigns from a couple of years ago, so I'll show you
these right here, and I'll tell you what a few of this mean.
ACoS is a very important number, that is your advertising cost of sales, what this is is
essentially they are how much you spend and they take your sales and they see what percentage
of your sales did you spend in advertising.
So if you spend $20 on advertising and you sell a $100 worth of stuff, your ACoS is going
to be 20%.
Now, it's very important that you know your margins on items to see if it's actually
worth your ACoS, what percentage you can spend, so let's go over an item right here that
is 17.6% ACoS, kids card game.
This is a manual ad group that I set up that has 36 different keyword, and you can
create multiple ad groups for different items.
This is one actual card game type item that I used to have in my inventory.
And what I did have I actually added 36 keywords.
I'll click here for keywords and today I just wanna show you how you can kinda read
this thing.
So, first of all in total I spent $233.46 and my sales were $1,270.08 which means my
ACoS was 17.6% which for me on this item was great, because I had large margin, my margin
was like 33% of total selling price, about 33% went to my product cost, 33% approximately
went to amazon for shipping fees and things like that.
And the other 33% I could just use for profit so whenever you take your ACoS you subtract
that 17%, that leaves me about 15% of everything I sold.
But in this campaign, my main goal was to sell a lot of items so I can get the average
sales rank up and get to the front page.
So, on a lot of this campaigns, I don't mind throwing a high ACoS at the beginning
because that will drive natural traffic later But, let me show you how I like to read this,
and I will show you how you can get your ACoS in.
So I just throw in a whole bunch of different keywords, 36 different keywords, you can see them all
here.
Just random keywords that someone might actually put in.
And if I look at the top, my best performing keyword, what I did is I sort up by ACoS,
my best performing keyword was actually crazy eights because crazy eights were part of this
bundle.
I spent $2.23 and I made $85.94 in sales.
So, this is a keeper word, in my opinion, I mean, I sell way more, it's only 2% of
my cost went into acquiring a customer, so this is a win.
And then as we move down, we see match game, memory...All of this keywords have a really
low ACoS meaning I am not spending a lot.
As I move down everything is performing well, under 10%, until I get to here, and it's
my word old maid.
But, once I get to the kid's card the card game and kids card game and games and kids
games this is when my average cost to acquire customer get really really high.
So, for these I would have to look at my numbers and I would probably remove all of this keywords,
I could just pause this, click right here, and I could actually pause these keywords,
what that will do is it actually going to lower my AcoS over time because when I look,
most of my keywords have a very low ACoS, but whenever I factor in these items I had
a 40%, and 50% even 80% ACoS that threw my numbers.
So, what I wanna do as I kinda wanna start refining these words so that here I can keep
adding them more and more keywords and then anything that is over my ACoS limit which
is the minimum profit that I wanna make minus the advertising cost minus my cost of procurement
minus the amazon fees, then that is going to be my kinda tolerance of ACoS.
So, for this item if I wanna make a 20% margin that means that lowest ACoS I can actually
accept would be about 33% on the item, I wanna make 10% for myself, so if I accept any of
these that have higher ACoS than I am not making my 10% margin on the item that I wanna
sell.
So, the goal for this campaign is to get this number as low as possible later on.
Initially, I just wanted sales, that's why I allowed these three keywords to stay there
just so I can generate those sales but now when I am looking at the numbers deeper I
see that some of these are way better performing.
Look at this go fish right there $29 spent, $351 in sales, these are awesome keeper keywords
that I really wanna use and this keyword here which is the game card game $100 is spent,
but I made $400 is sales on this item.
This would be a hard for me to get a rid of them, I am not sure that I would get rid of
them even though ACoS is little higher than I wanted to be, it's converting $400 in
traffic to me and even about 10% that's about $40-50 extra that I'm making from
this single keyword.
So, you gonna have to make kinda tough decisions like that because this item right here converts
a lot of people for me it's bringing a lot of traffic but it's costing me 24% of my
margin which only leaves me 9%.
So, make sure you have your cost down, make sure that whenever you run these campaigns
you check out your keywords, see what top performing things are, see what the least
performing things are, and constantly add in more keywords, and if something doesn't
perform don't be afraid to cut it and don't be afraid to add in, brought on more narrow
terms because some of your narrow terms like this crazy eight are my best ACoS, they are
the best-performing items as far as percents, but they don't bring a ton of traffic, and
if I can get a whole bunch of keywords like this crazy eight keyword which is very narrow
and then I can keep my ACoS very low then I am making a very large margin for myself.
Thank you guys very much, have a great day and make some money using OAXRAY.
Không có nhận xét nào:
Đăng nhận xét