Amazon Product Launch Expert: “COMBINE These Strategies” – [Part 3 of 3]

by | Nov 1, 2024 | Podcast | 0 comments

Colin Raja
Colin Raja

Colin Raja is the Owner of RIMSports, a brand and manufacturer of workout gear and exercise equipment. With a shared love for sports and fitness, Colin and his wife launched RIMSports’ products on Amazon before expanding into large-scale e-commerce and other online platforms. As a seven-figure seller and Amazon growth consultant, he has experience in brand strategy, product launches, e-commerce marketing, and the customer journey.

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 Here’s a glimpse of what you’ll learn: 

  • [0:00] Seven-figure Amazon brand owner Colin Raja returns to discuss keyword ranking results
  • [2:12] How to measure results from keyword ranking strategies
  • [4:09] Assessing brand analytics and search query performance 
  • [7:58] Colin shares sales attribution tactics
  • [13:17] Examples of high-performing PPC campaigns
  • [18:33] The importance of monitoring your campaigns

In this episode…

Pouring your money into Amazon Advertising only to find your products on the last results page can be frustrating. Experimenting with various SEO and PPC strategies is crucial for adapting to Amazon’s algorithm and marketplace changes. Once you’ve employed these strategies, how can you measure the results?

Seven-figure Amazon brand owner Colin Raja says that by grouping, assigning, and placing keywords appropriately, you can increase your rankings and reduce CPC costs. The search query performance page allows you to view your keyword rankings, click shares, and competitor data to evaluate conversion rates and make adjustments accordingly. Colin recommends monitoring performance continuously to determine ranking progressions, sales attributions, and budget appropriately.

In the final installment of the What The Teck? Amazon product ranking series, Colin Raja, the Owner of RIMSports, joins Rolando Rosas to talk about measuring the results of your advertising efforts. Colin shares examples of high-performing PPC campaigns, the importance of experimenting with various campaign tactics, and how to assess brand analytics through search query performances.

Resources mentioned in this episode:

Quotable Moments: 

  • “If you have more sales, then you will win the formula.” 
  • “The best strategy is to focus on conversion, not ACOS, especially in the growth phase.”
  • “I use PPC not to make money. I use it for defense, not for offense.” 
  • “Curiosity and experimentation are what’s required when you want the edge on Amazon.”
  • “The only way I came out of depression was by helping one of my friends.” 

Action Steps: 

  1. Optimize your backend and SEO: Ensure your product’s backend settings and basic SEO are configured correctly. This foundational step can significantly reduce costs and improve your product ranking, addressing the common challenge of wasted ad spend and poor visibility on Amazon.
  2. Leverage PPC and social media ads: Utilize a combination of PPC and social media ads like TikTok, Google, and Instagram to drive traffic to your Amazon listings. This multichannel approach boosts your product’s visibility and sales, helping you compete more effectively against higher-ranking competitors.
  3. Focus on keyword conversion: Identify and prioritize keywords that have high conversion rates, not just low ACOS. By focusing on conversion, you can enhance your ranking and maximize sales, turning those keywords into powerful sales drivers even if they’re not initially in top positions.
  4. Experiment with PPC strategies: Test various PPC strategies, such as using broad and phrase matches with negative keywords to reduce CPC. This experimentation can uncover cost-effective tactics that improve your ad performance, helping you adapt to changes in Amazon’s advertising landscape.
  5. Stay informed and adapt: Monitor changes in Amazon’s algorithms and marketplace dynamics to adjust your strategies accordingly. Keeping abreast of these changes will help you manage unexpected shifts, such as alterations in listing formats or browse node assignments, which can impact your product’s placement and visibility.

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Episode Transcript:

Colin Raja: 00:00

You’re gonna spend 5 to $15,000 for your launch. You end up not going anywhere.

Rolando Rosas: 00:05

Now it’s almost impossible to get back up to page one.

Colin Raja: 00:08

You’re probably not going to be able to rank.

Intro: 00:10

Colin Raja is an entrepreneur who started his Amazon journey with just $100. He owns a seven-figure brand utilizing a data driven approach to launch successful products, and shares his expertise so that brands can get an edge with online sales.

Colin Raja: 00:26

There is a formula behind this. When it comes to a relaunch process, the first thing we do is go and run PPC ads for Amazon. Take those keywords and run TikTok, Google ads, Instagram traffic directly to Amazon.

Rolando Rosas: 00:39

Would you say that competitors that are ranked one, two, three, they’re doing something correct?

Colin Raja: 00:44

They may not actually. It’s a funny thing. If you have more sales, then you will win the formula. Somebody will already have a better sales. They always do much better actually.

Rolando Rosas: 00:52

Until we pour money, we pour money and we just see minimal results. It’s because there’s this big backend problem.

Colin Raja: 01:01

Just fix the backend and then it works out really well. You don’t even like run ads for certain keywords. Do you need.

Rolando Rosas: 01:06

Tools to help you do this?

Colin Raja: 01:08

Okay, that’s a deep secret, actually.

Rolando Rosas: 01:10

People will say, that’s crazy, Colin.

Colin Raja: 01:12

It’s amazing. Right? Like nobody will say.

Rolando Rosas: 01:19

So this is part three of our educational series of next level SEO and digital strategies on Amazon. In this part, we are going to dive into the results that you can expect when using some of these tactics that we discussed in part two. And joining me again for part three is Colin Raja. Awesome man.

Colin Raja: 01:42

Thanks for having me again. It’s a part three. Very interesting.

Rolando Rosas: 01:44

Yeah yeah, yeah. You know, we were talking about how misconceptions changes in the Amazon algorithm, the back end all create disastrous results in wasted money and wasted ad spend. And now we’re at the part. Let’s say you’ve cleaned it up, you’ve implemented some of these things. What are some of the results that brands can expect when they’ve got some of these tactics and strategies in place?

Colin Raja: 02:12

Let’s dive back a little bit on that. When you talk about each and every strategy, I am talking about the combination of all the things actually. Right. You’re talking about like doing the back end search term, finding appropriate value required for the keyword, and where you’re going to focus your keyword to be placed under. Basically, run the traffic based on that.

And third, apply the keyword linking strategy when it comes to a phase two launches. And third is basically grouping the keyword and properly assigning it. Phase one, phase two, phase three so that you can see what keywords are coming up, and then how you can move that phase one to phase two or phase three to phase one. Phase two. You can combination of that. 

So that’s the whole picture of the combination of multiple things, right? That’s what we’re talking about in the previous part one and part two. When you do the first discovery phase of it, when you find out that your product is not assigned very well. So the results are like pretty well in terms of like how this works is like you, you may able to rank for multiple keywords at the same time. One of the luckiest thing on this is if you already have the sales in place and your basic SEO was like not done properly, not like a crazy amount of sales is like having a decent amount of sales. 

When your basic SEO is done properly, you may see your CPC cost reduce and also your ranking increase crazily actually. From that point, we have seen ranking from like a 259th position to third position. Fourth position.

Rolando Rosas: 03:49

Let’s jump into that again. So if you go to brand analytics you can kind of get some of this information right? Yes. And when you’re saying I’m in 259th position, am I going to brand analytics and search query reports, or am I going to a tool like helium ten on Jungle Scout to know that I’m at position two?

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