L.E.A.F slidedeck FINAL End User version -

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FOCUS (F) [F] Focus: Now that you have identified winning and losing search terms, keywords, match types, ad types and ad options — it is time to focus your ad spend where it returns the greatest ranking and profitability benefits. In this step, we consider which top-performing search terms, keywords, match types, ad types and ad options may be amplified for scalable success. The Pareto Principle (aka 80/20 principle) states that ~80% of all results are driven by ~20% of all actions. You will now take action on your analysis of the 20% that are driving 80% of the results you’re seeking. 10 11 12 Launch BUILDING A STABLE FOUNDATION L 13 LAUNCH (L) [L] Launch- This stage is all about setting up the proper campaign structure to build a successful foundation for your new product. Launching a new item on Amazon can be challenging and getting started is expensive, so you want to get it right! A good campaign structure will give you control over ad spend - spreading your budget between researching & ranking keywords. Once you identify what terms your products converts for, you can focus your budget appropriately and efficiently to achieve the greatest results. ** For relaunching an existing product - you already have some data- so, start with FOCUS, then circle back to LAUNCH - reworking your structure, adding new campaigns and keywords.** 14 Purpose, Timing, Exceptions Purpose: Build a stable foundation for successful product campaigns Timing: Immediately when launching new campaigns Exceptions: If you have 3 products & brand registry then also create Sponsored Brand campaigns 15 PREREQUISITES WHAT YOU NEED TO KNOW BEFORE LAUNCH Know the product’s conversion rate Know each product’s Breakeven values Know your Advertising Objective 16 A. Know the product’s conversion rate UNIT SESSION PERCENTAGE (USP) = Business Report Units Sold divided by Sessions Location: Business Reports > Detail Page Sales and Traffic CONVERSION RATE (CVR) = Advertised Orders divided by Clicks Location: Campaign Manager, Advertising Reports Pro Tip: Advertised Conversion Rate (CVR) is commonly 1/3 to 1/2 that of Unit Session Percentage (USP) 17 B. Calculate each product’s Breakeven Values BREAKEVEN ACOS % = Net Profit Margin % Per Unit Sold BREAKEVEN ACOS % = (Average Selling Price $ Per Unit) minus [ (Average Cost of Sourcing & Receiving The Product From The Manufacturer Per Unit + (Average Cost of Preparing & Delivering Goods to Amazon FBA Per Unit) + (Average Cost of Amazon’s Selling Commission Per Unit) + (Average Cost of Amazon FBA Fulfillment Per Unit) Pro Tip: + (Average Cost of Your Company Overhead Per Unit) ] If you’re selling in a country that divided by (Average Selling Price $ Per Unit) requires Value Added Tax (VAT), multiplied by 100 remember to include this in your breakeven calculations. BREAKEVEN BID $ = Breakeven ACoS % * CVR % * PRICE $ = (Breakeven ACoS %) x (Orders divided Clicks) x (Average Selling Price) 18 C. Set your Launch Advertising Objective This is important because it drives strategy decisions. • UNITS SOLD: If you are shooting for maximum visibility to increase number of units sold each day (for organic ranking purposes) — your objective is Sales Velocity — requiring highest budget and aggressive bids on long tail (descriptive & highly relevant) keywords. • CVR: If you are shooting for an increased conversion rate (for organic ranking purposes + efficient ad spend) — your objective is Conversion Rate — requiring higher budget, tuning ads for placement & targeting groups to emphasize high-converting keywords and products only. • RESEARCH: If you are shooting for an inexpensive “soft launch” of your product to start some sales and collect data about your audience — your objective is Audience Targeting — requiring average budget, breakeven bids and ample keyword research. 19 KEYWORD RESEARCH Competitor Titles Keyword Research Tools Relevance Filtering Potential Ranking Candidates 20 Keyword Research 1. Start with 10-20 known phrases from top competitor titles 2. Search for 100-500 additional, relevant keywords using keyword research tools: • Use the 10-20 known phrases on Helium10 Magnet, Viral Launch Keyword, or KeywordTool.io to locate additional, relevant keywords. • Use page 1 competitor ASINs for the known phrases on Helium10 Cerebro or KeywordInspector to locate additional, relevant keywords. 3. Filter full list of keywords manually (your own eyes) for direct relevance to your product. Pro Tip: I do not recommend excluding low search volume keywords, however, it may be necessary if thousands of keywords are returned via the keyword research tools — take the extra time filter on keywords with the closest relevance- and readability- to your product. 21 Keyword Research - RANKING Potential Ranking Candidates • “Potential Ranking Candidates” are search terms that are likely to organically rank in the Amazon search results for your product. • To qualify as a “potential ranking candidate”, the term should meet the following criteria: 1. Directly relevant to your product 2. Does not include a branded term 3. Frequently converts via advertised campaigns. 4. The product has an ‘above average’ conversion rate (USP) relative to competitors. • If you have Seller Central > Brand Analytics, you may search your top-converting search term to see the “conversion share %” of your top 3 competitors — comparing to your own USP%. 5. The product has an ‘above average’ click through rate (CTR) relative to competitors. • If you have Seller Central > Brand Analytics, you may search your top-converting search term to see the “conversion share %” of your top 3 competitors — comparing to your own USP%. 22 SETUP STRUCTURE Automatic Targeting Campaign (Auto) Keyword Targeting Campaigns (KTA) Sponsored Brand Campaigns (SBA) 23 Setup Structure - Discovery (Auto) 1. Create a New Automatic campaign Optional: If this is a re-launch AND the campaign was created December 2018 or later, you may re-use the existing automatic campaign. • Label = ‘{Product group name} | Discovery’ or ‘{Product group name} | Auto’ ( avoid using special characters except hyphen (-) or pipe (|) ) • Daily Budget = $20 • Targeting = Automatic • Ad Groups = segment each ASIN in to a separate ad group, labeled with {ASIN} • Bidding = Dynamic Down Only • Default Bid = Suggested Bid (cap bid at breakeven bid x 1.25) • Negative Keywords = None 24 Setup Structure - KTA Keyword Targeting Ads (KTA) Pre-requisite: • Keyword Research, Potential Ranking Candidate, Breakeven Values In the next slides, you’ll set up Manual Campaigns: 1. Protected Campaign* 2. Research Campaign* *Try not to “start over with new campaigns” when it can be avoided. Ideally, in re-launch or variation launch situations, use an existing Manual campaign, preferably one that has: • Been running for 1+ month • Has accumulated at least 10 orders • Has an average CTR greater than 0.5% Definition: A “product group” is any products that are very similar, such as child variations under the same parent product. 25 Setup Structure - KTA Pro Tip: While having tiered bidding 1. Protected Campaign* between match types is not necessary, it does place a • Label = ‘{Product group name} | Protected’ or ‘{Product group name} | PR’ slight emphasis on the match ( avoid using special characters except hyphen (-) or pipe (|) ) types you wish to lead. • Daily Budget = $100 • Targeting = Manual • Ad Groups = A. Create an Exact match ad group, labeled ‘{ASIN} | Exact’, adding the “Potential Ranking Candidate” search terms as exact match keywords with bids 50% above Suggested Bid (cap bid at breakeven bid x 2) B. Create a Phrase match ad group, labeled ‘{ASIN} | Phrase’, adding the “Potential Ranking Candidate” search terms as phrase match keywords with bids 40% above Suggested Bid (cap bid at breakeven bid x 2). • Bidding = Dynamic Down Only • Default Bid = Suggested Bid (cap bid at breakeven bid x 2.0) • Placement = None • Targeting = Keyword Targeting • Keywords = see Potential Ranking Candidates slide • Negative Keywords = None 26 Setup Structure - KTA Pro Tip: While having tiered bidding 2. Research Campaign* between match types is not necessary, it does place a • Label = ‘{Product group name} | Research’ or ‘{Product group name} | RS’ slight emphasis on the match • Daily Budget = $20 types you wish to lead. • Targeting = Manual • Ad Groups = A. Create a Phrase match ad group, labeled ‘{ASIN} | Phrase’, adding the “Potential Ranking Candidate” search terms as exact match keywords with bids 40% above Suggested Bid (cap bid at breakeven bid x 2) B. Create a Broad match ad group, labeled ‘{ASIN} | Broad’, adding the “Potential Ranking Candidate” search terms as phrase match keywords with bids 30% above Suggested Bid (cap bid at breakeven bid x 2). • Bidding = Dynamic Down Only • Default Bid = Suggested Bid (cap bid at breakeven bid x 1.5) • Placement = None • Targeting = Keyword Targeting • Keywords = see Keyword Research slide • Negative Keywords = None 27 Setup Structure - SBA Sponsored Brand Ads (SBA) Create a new Sponsored Brand Ad campaign that includes the new- or relaunched- product plus two other best selling products; lifestyle main image; with ad clicks directed to the Store (Brand) Page (alternatively, you may direct clicks to a brand-specific search result page). 1. Add the “Potential Ranking Candidate” keywords. 2. Use both Exact match and Phrase match types for each keyword 3. Set the default bid at Suggested Bid (cap bid at breakeven bid x 2). 28 Setup Structure - PTA Product Targeted Ads (PTA) - Set Up Product Targeting Campaign 1. Competitor-Product Targeting Campaign • Used to increase overall sales and acquire marketshare from competitors ADVANCED TOPIC 2. Branded-Product Targeting Campaign • Used to defend own product listings from competitors seeking to steal your shoppers ADVANCED TOPIC 29 Summary Purpose: Build a stable foundation for successful product campaigns Timing: Immediately when launching new campaigns Exceptions: If you have 3 products & brand registry then also create Sponsored Brand campaigns 30 31 ADVANCED TOPICS ADVANCED TOPIC Setup Structure - PTA Product Targeted Ads (PTA) - Set Up Product Targeting Campaign 1. Competitor-Product Targeting Campaign Create a new manual campaign • Label = ‘{Product group name} | Defense PTA’ • Daily Budget = $20 • Targeting = Manual • Ad Group name = ‘{Product group name}’ • Products = add all of your own product group-related ASINs • Bidding = Dynamic Down Only • Default Bid = Suggested Bid (cap bid at breakeven bid x 1.25) • Placement = Product pages: 25% • Targeting = Product Targeting • Individual Products = • Search: using the “Potential Ranking Candidate” target keyword(s) • Target: 20-30 competitor product ASINs that appear to have lower review rating, higher price, and/or fewer total review count 33 • Exclude Brands = your own brand ADVANCED TOPIC Setup Structure - PTA 2. Branded-Product Targeting Campaign 1. Create a new manual campaign • Label = ‘{Product group name} | Branded PTA’ • Daily Budget = $20 • Targeting = Manual • Ad Group name = ‘{Product group name} {ASIN}’ • Products = add all of your own product group-related ASINs • Bidding = Dynamic Down Only • Default Bid = Suggested Bid (cap bid at breakeven bid x 1.0) • Placement = Product pages: 25% • Targeting = Product Targeting • Individual Products = Enter List: add all of your own product group-related ASINs • Exclude Brands = None 34 35 36 Expand E DEVELOP NEW SALES 37 EXPAND (E) [E] Expand- You now have data that you can use to derive actionable insights. In this step, the top priority is to use this new data to start to add new keywords to existing advertising campaigns, and change the bids of the keywords that are already performing to scale sales. The key to expansion is identifying opportunities where products and ads could do better with some additional visibility to potential buyers. 38 Purpose, Timing, Exceptions Purpose: Use the newly-gathered data about your target audience and direct your ads towards that audience. Timing: Weekly or Biweekly Exceptions: If you have 3 products & brand registry - then add on the Sponsored Brand Ad bid adjustments and split- testing. 39 Keyword Expansion - SPA 1. Converting Search Terms to Keywords 2. Low ACoS - Increase Bid 3. Low Impressions - Increase Bid 4. Increase Daily Budget on Low ACoS Campaigns 40