Colin Raja: 04:09
I’m talking about the keyword ranking actually right now. So what are you seeing in the brand analytics and then search query performance. What is a click share actually. So if you are in a top three you are able to see it in the brand analytics. If you want to see like a top ten, if you’re not in top three, and if you want to see that where is your click shares, go to the Search query performance.
Put your ace in there and you’ll able to find like a bunch of keywords for that. Not a lot of people know about it. When you click on the keywords, you will able to see how many clicks share what competitor is getting it. Actually, you can see up to top ten and also they will show you what is your click share for that particular keyword. Then you can say okay all right I’m super below.
So I’m going to try to bring more. Click share for my campaign. Either run the PPC, run the social signal. See that? Where you coming up?
Actually. So if you coming up on top three, you just keep and see what’s your conversion looks like. If your conversion looks like not good. That means that you change the keyword or run the couple of giveaways. Try something, see how your ranking is progressing at that point actually.
So for us, when you talk about click share itself, we were able to rank with the click share itself. If you are in like a top ten, you will be in a top ten. In terms of click share. You need to plan this out properly like a digest in terms of okay, these keywords are. If I’m coming in the top ten, I’m may make like a 40 percentage of what the keyword can bring, actually.
So for example, when you talk about the headset, the 200 sales come from the headset. So I’m focusing on like a top ten which is like a top two rows actually, which is like below 25% to 30%. Actually, that’s the keyword sales share I can make, which means 35%, which is like close to what, let’s say like 60 something. 60 something sales, actually. Right.
So I can able to make in a seven days. 60 something sales actually. So I budget my keyword in a PPC in a. Properly like that, I budget my social signal properly like that so that I don’t. Waste money there.
Rolando Rosas: 06:10
Nice. And I think these terms are all relevant because we’ve. Been stuck for years in just a cost. If you’re talking about advertising a cost. And tacos and planning and executing on this strategy requires just going beyond those terms, because they’re not sufficient for this type of strategies.
Colin Raja: 06:31
That is correct. And the best hack, what I can tell you guys right now, if you’re like, want to see the crazy results? Let’s say that your product was like doing decent, but you’re not seeing any kind of better results. Like the best strategy is go to your PPC, see what keywords are highly converting, actually Not a cause. Focus on conversion when you see the conversion aspect of it.
See where you are in the analytics, where you are in a search query performance. Then you can increase the budget on those keywords and focus on, okay, I’m getting a higher conversion, so I’m going to spend money there and see your keyword ranking not below ten actually. So then you focus on those keywords to run a traffic to bring it up to five. We are seeing a better results just focusing on those keywords.
Rolando Rosas: 07:16
So what you’re saying is I’m going to go into the Amazon campaigns that I’m running, and I’m going to go check the ones that are converting better as as.
Colin Raja: 07:26
Not.
Rolando Rosas: 07:26
ACOs. Okay. So the ones that are converting better and translating into sales because I’m just I’m literally thinking about this in my brain as you’re saying this, I’m going to go into the campaigns, let’s say if I got a campaign and I’ve got ten keywords, there’s usually 1 or 2 keywords that are generating most of the sales. The rest may be like 1112111, and there’s 1 or 2 that are ten one that may be generating 40. Am I just focusing on the one that’s generating the most, or am I looking at the percentage?
Colin Raja: 07:58
My opinion is basically, even if you’re getting a one click and you’re getting one sales across like a multiple months or multiple weeks, actually, I think those keywords you need to be focused more on that one. You need to run a budget separately, max out the budget. Why? Because you’re getting 100% conversion, actually. So it doesn’t matter how many clicks you get, you’re going to get conversion on that.
That’s the most, most ignored part I’ve seen from people not focusing on the conversion, focusing on the ACOs actually, especially on the growth phase. You never focus on ACOs. I focus on conversion actually. So take those keywords and rank it. Why?
Because you can see that it’s working really well, and you should be on the top for those keywords, because Amazon has already shown you the conversion for it. The people are already showing you like This is the best keyword I want to purchase whenever I put this keyword. Why are you ignoring those keywords actually? First of all.
Rolando Rosas: 08:50
And so the other thing, if I’m putting on my PPC hat and my advertising hat on, I’m looking at this and I see the data like you’re saying, these are the ones that are converting but not ranked, not ranked. And then maybe like you say, the cost per click could come down, but we’re spending five. I’m just throwing a random number, $5 a click. It’s converting. You’re saying that $5 a click could come down to maybe 4 or 3 as a way of it ranking better, because I’m ranking better.
The cost per click is coming down.
Colin Raja: 09:23
But at that point when you rank better, you don’t have to be in the top position. Actually, on the PPC you can be in like a second position, or you can be like a fifth position of the PPC. You can reduce the budget or you can play around with the dayparting. At that point, you don’t have to be on the morning clicks. You can be in like an afternoon clicks or you can be in the evening clicks.
So I use PPC not to make money. I use PPC for defense, actually, not for offense. So defending my position, it’s what the PPC is for some of the keywords you may drop sometime. If you go check back, you might not able to get number of clicks required for your PPC. So for me, I rank the keyword on 10% or 8%.
What I’m paying for Amazon is to defending my position on the keyword actually.
Rolando Rosas: 10:09
Really, so that somebody else doesn’t pass you up.
Colin Raja: 10:13
Yeah, I’m substantially making organic sales, but the keyword PPC is like giving a higher advantage for me to be like making sure I am staying there. And also the other thing is bringing the new keyword. That’s why I use PPC, PPC specifically for defending. But think about it. We’re talking about different tactics and different products.
Actually, if the product was like a bigger product, I could run just the PPC to make sales actually, right. If it’s like $100, $200 product. I can just literally like focus on PPC, get better sales, whatever the highly converted keywords, take those keywords and get the better sales. But when it comes to a product like $29 $30 product and I have a huge amount of keywords where I’m going to spend like each and every clicks, I’m going to spend like a $4, $3. And that’s itself like a 30% of budget is gone for the PPC.
Those products are like basically it’s better to be taken a highly converted keywords. Position yourself on the top so you reduce the budget for those keywords. You just keep it for defending your organic ranking position alone. Actually, there.
Rolando Rosas: 11:15
Do I hear you saying there’s really two strategies based on your price point? Because I think that’s what I heard you just say. So if I have a product that’s $30 and under, I’m going to take a different tack than if my product is, like you said, $190 earlier or $200. So if the product is a higher cost, a dollar margin, a higher cost product. Yeah, I’m going to I’m going to deploy a slightly different strategy than if it’s a $30 and under.
That is correct.
bAt that point, I don’t have to be focused on like my profit margin would be huge. Actually for sure. So far I worked on a product which has like a huge profit margin. The clicks are like only $5.
Rolando Rosas: 11:53
What do you consider, by the way, what do you consider huge profit margin? Because this is different and I think I’m hearing this come up more and more with aggregators having tanked and a couple of other folks just giving up on Amazon when you’re seeing huge profit. Is that 15%? Is that 20%?
Colin Raja: 12:09
But I am talking about in terms of like keyword sales, actually. Right. When I spend $5 and I can make a $120, $150 sales, actually, that’s a win for me to acquire any kind of keywords, actually.
Rolando Rosas: 12:21
So the Roas. So basically I’m spending five and I’m making 200. So the return on investment.
Colin Raja: 12:26
Return on investment. What it is. And also that’s a conversion aspect of it as well. When I’m spending $10 and I’m making like a two sales, when I’m getting like A52 clicks, I’m making one sales. It’s a conversion aspect of it as well.
So when it comes to a large product, I focus on two aspects of it. One was like, of course the conversion is the most important thing, but if I’m making more sales, I don’t have to worry about conversion. If I’m bringing the sales for dollars $120 sales, actually, then at that point I keep running the campaign until I max out of whatever it’s required, actually. You’re saying.
Rolando Rosas: 12:59
Yeah, I hear you. And are there certain campaigns that you find, you know, and you have exact you have phrase, you have broad modifier. Are there any campaigns that you have found either worth in terms of value or that give you the best return on investment, or you just have to experiment?
Colin Raja: 13:17
I have done a crazy experiment in the PPC recently. I’m just focusing on the launch. Actually. There are a couple of times like 1 or 2 years back when sometimes the phrase under broad gives like a better low CPC cost. Here’s the test.
What we’ve done. Okay, it may not work right now. It may work. but I’ll give you the different perspective of what you can think, actually, right. So the phrase could bring exact results as well.
Right. So basically let’s say that kid’s headset, right. You could put it in a kid’s headset for exact campaigns, right. Or you can put X kids headset in a phrase and add all the negative keywords. And it became exact phrase, exact campaign, actually.
Rolando Rosas: 14:00
Nice hack. I like that. So the phrase kid’s headset. Yeah. You got to then put in the negative.
And because you’re blocking out a bunch of words that are not relevant, it by default somehow becomes like an exact exact actually.
Colin Raja: 14:16
So they are saying that results actually like two years ago, we have not done a test, this test because we’re not doing pretty big on the PPC side of it right now. So when we did that test like that before, just to avoid reducing the CPC cost, now I get CPC cost like a $1.5 on the exact match when it comes to a phrase, I get like a 1.1 and 1.2. On the broad side, I even lower actually. So we did the test like that and I was like, this is interesting. We try to test all the time these kind of things.
That’s an interesting part of my team actually. Basically, they come up with the scenarios like, hey, why can’t we do this? Why can’t we check this? Why can’t we like, you know, they come up with a curious about a lot of things, like how we can test how we can bring up a new solution for this problem, actually. So we put up a question and people go on the test for a week and come up with the result.
We have like a multiple test case like that. We wasted a budget for multiple wasted reasons. But out of that, we either able to find a new hack or we were able to find out, okay, it is not going to work. Actually, it’s going to hurt you. But in that case, we also find that hack how people could do something bad to us by running this hack.
Actually, how to avoid those things, you know what I’m saying.
Rolando Rosas: 15:25
Right. And so I like two things. You just said, two words that I love curious and experimenting. and that’s what’s required. I think when you want to win, you want the edge on Amazon.
Having the tactics and strategies and planning from 3 or 4 years ago probably is not going to work today. And I think is one of the reasons why a lot of sellers are if you listen to any of the forums, we’re all jumping and crazy because you know what’s going on with fees and costs going up to sell on the platform. And I think by being able to launch more strategically, by being more smart about your ad spend, you’re going to get better results and also improve your margins, which I’m if you’re going to find a way for me to improve my margins. Yeah, I’m all ears.
Colin Raja: 16:14
Exactly right. Yeah. So but that’s what the basic is all about, right? I know this one because like, I spent 19 hours to learn Amazon business. And then when it comes to a data, I dive into it and try to find out what’s happening.
So when you understand the basic of it, then understand like where this come from? I’ve been working in Amazon for seven years. There are a lot of changes. We found a lot of facts we found actually. So each and every hack there is a white, black and then gray and every hacks they have actually completely so you can able to relate okay.
This has come from here actually. For example we run a PPV signal before actually as a social signal before to rank for your certain autosuggest keyword. Actually for your keywords right now you can run a PPV for your PPC and then to get like a better ranking, actually better relevancy for your keywords, we can take a little bit here and there. And then because we know the basic aspect of it, understand how the algorithmic aspect works. Because we have done we come across multiple changes so far out of the seven years actually.
So you know what I’m saying? Oh yeah, for sure.
Rolando Rosas: 17:20
And Amazon’s a creature of change. They love experiment. Sometimes you go on your listing and you’re like, what? How did they do that? What?
Like I noticed this just yesterday. The images were now lined up on the bottom instead of on the left margin, but that all depends on the category.
Colin Raja: 17:36
Yeah, it depends on the category.
Rolando Rosas: 17:37
But we’ve never, never none of our products ever had that. We’ve never seen that before. And getting into the being curious and experiment and like I know that this was on clothing and fashion, but now in our category we’re seeing that. And so is it an experiment. Is it permanent?
We don’t really know. We don’t get the information that Amazon has. If they’re running an experiment or if it’s permanent.
Colin Raja: 18:01
I will tell you one recent thing happening. Amazon automatically changed your title, like back in all the things on their own. If you don’t opt out of I opt out actually completely.
Rolando Rosas: 18:16
So is that a. So right now lots of lot of discussion. A lot of people are saying don’t do the a. I heard someone like Kevin King the other day say opt out of it because you don’t know what they’re going to put in your title? And it’ll change because your listing was created using their AI assist.
Colin Raja: 18:33
That is correct. You need to be opt out of it, otherwise it automatically changes. There is a lot of people going through this issue right now because it’s the most important thing. What everybody knows about it, because it’s hurting everybody at this point. You need to stay on top of these things.
Why? Because since we are handling like a multiple brands, so we are able to have an opportunity to check like why this is happening right away. Why the heck is like when you ask questions like that when you dig down? I was like, oh my God, this is implemented right now. It’s being implemented right now.
And then this has been happening. It’s happening across different category. So we’re working with like almost seven eight categories right now. So okay this is not happening in this category. This is not happening in this category.
This is happening in this category specifically. So we let the people know that okay, this category is specifically going into changes right now. So watch out. And there are like a new number of browse nodes are created in a multiple categories. Right now it’s like wide across different categories.
They are creating a multiple browse nodes and try to assign a new browse nodes for yourself automatically.
Rolando Rosas: 19:32
And that’s probably why you hear this phrase a lot. Like all of a sudden one day I went in and I’m in kitchen and we’re not really in kitchen. We’re supposed to be in instruments or whatever. And so that’s so fascinating that the new browse nodes, new ways of where Amazon wants to show your product essentially, and they may not be relevant. And you go back to where we started, which is we need the right approach.
We need to clean up the back end. We need to make sure that things line up.
Rolando Rosas: 20:05
Otherwise, Things kind of fall apart, right? Like this. Completely. So Colin, you’ve shared so much on this three part series, and if you want to see more, I’m sure Colin has a way for you to get in touch with him. Colin, do you want to share how people can get in touch with you?
Colin Raja: 20:23
Yeah, you can find out. Carl and Raja in the Facebook. I’m also running a webinar to do the more detail in what we’re talking about right now.
Rolando Rosas: 20:33
You share a ton already that you give away for free.
Colin Raja: 20:36
Yeah, it’s completely for free of cost. I’m not. It’s not even like a cost anything. The reason why I started doing this is basically I was in a crazy depression two years ago. The only way I was came out of the depression is like by helping one of my friend.
I was like, feel free, feel alive. So I felt it should be part of me that I need to keep sharing. Until two years ago. I don’t even share anything. I just keep all the secrets for myself.
Rolando Rosas: 21:00
I’m glad you started sharing because you’ve certainly opened my eyes. And I know that a lot of people listening to this are going to find this super valuable. And I would encourage you, if you’ve watched this series and you haven’t seen part one or part two, where we talk about why we talk about the tactics, go and check out what Colin is saying in those. because those episodes are just as important as this third part in our series. So, Colin, it’s been a pleasure having you on the show, having you share your valuable knowledge.
I want to thank you for coming and sharing and an open invitation again, to share any time you want, anything that you think is going to help the community in terms of their efforts on Amazon.
Colin Raja: 21:47
You already know, actually, we can reach out to me and we can able to hit each other back again anytime.
Rolando Rosas: 21:52
Colin, thank you very much. And thank you for joining us in this three part educational series on how to improve your digital marketing strategies on Amazon, and using a very next level approach to taking your sales to the moon. So thank you very much. I’ll see you next time.
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