Ads Series: Bobsled's PPC Philosophy - Episode 184

DESCRIPTION

Week 2 of our ADS SERIES with Stefan Jordev is bringing you an interview with Bobsled’s PPC Manager Ross Walker. This episode is all about getting the most out of the Amazon Sponsored Ads efforts and Bobsled’s PPC Philosophy.

Make sure to tune in to find out more!

Ross is a PPC Team Lead at Bobsled Marketing and he has been with the company for about two years. Ross loves determining the right advertising strategy for a client and then staring at spreadsheets, sorting through the data, and optimizing performance. He has a passion for educating people about the meaning behind the numbers and also helping brands understand what they should expect from Amazon advertising.

“Amazon is a game of momentum, and it can take time to build momentum.”

— Ross Walker

KEY TAKEAWAYS

Advertising plays a big part at the top of the iceberg as Bobsled likes to put it. Advertising is a piece of your operation that everyone sees, delivering traffic to your forward-facing product listings, affecting your presence and your overall brand messaging and awareness.
Spread visibility of your brand, make sure you're in front of customers at the right time, so they can find you and make the purchase.
Good advertising relies on a really, really great back-end operations team. Make sure that the SEO is right, make sure the operations are in place, making sure you're not violating anything that Amazon puts in front of you.
Here at Bobsled, we tune advertising strategies to the client’s products’ lifecycle phase, the pre-requisites of it being: deep and thorough research, understanding of the brands’ sales history, additional sales channels the products are being sold at, brand messaging the product/brands’ unique selling points & product level profitability.
There's no one size fits all. Everything has to be customized, and in line with the client's goals.
At Bobsled we try to emphasize that growing step by step is the right path forward, as it takes time for Amazon to recognize that your product is doing better than competitors, but also makes things easier and more predictable from a supply chain and inventory perspective. Obtaining quick sales boost are definitely possible, but they usually require a multi-channel level strategy involving Off-Amazon traffic.
Every Amazon seller is familiar with the importance of having the capital to seize growth opportunities.
Analyzing your account and advertising sales data should always be accompanied by analyzing the category you sell in as a whole. PPC professionals at Bobsled continuously monitor Share of Shelf for the most important keywords to the accounts they manage.
Strategy adjustments based on your competitors’ moves are crucial for growth on Amazon in 2021.
Setting the ad strategy to meet the goals is one of the ways that we look at the competitive landscape, and the other is Amazon's new reporting around impression share and category share.
In case that you really want to try and lower your ACoS, we look at some basic best practices like usage of negative keywords in your campaigns, campaign bidding types, placements like your placement report, what returns look like for the top of search versus product pages versus rest of search, which campaign types are performing best.
At Bobsled we always try to start off the relationship with the client at a pretty fast pace. The first 30 days are days of frequent communication: we try to get to know the client, learn as much as we can about the brand and the products it offers. That is followed by a thorough market and keyword research where account specialists and PPC professionals combine what we already know with what the data tells us.
After the foundations are in place the remainder of the month is focused on testing, learning, and adjusting campaigns in accordance with the set goals for the month.
The adoption of third-party solutions which help advertisers manage Amazon campaigns more efficiently has been growing rapidly in the past few years. At Bobsled we firmly believe there is a huge advantage to pairing experienced professionals with innovative technology solutions.
DSP has no keyword targeting compared to sponsored ads. On the other side, DSP has access to a much broader set of audience targeting behavior.