Helium 10 Buzz 7/7/22 – Prime Day Influencers. PPC Naming Strategy. Product Targeting Ads.

We’re back with another episode of the Weekly Buzz with Helium 10’s Chief Brand Evangelist, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, and E-commerce space, interview someone you need to hear from and provide a training tip for the week.

Amazon is leaning heavily on influencers to help usher in a successful Prime Day. Creators will play a key role in raising awareness for Prime Day this year as they have in years past by featuring select Amazon products and deals to their audiences.
https://www.modernretail.co/platforms/amazon-is-leaning-on-influencers-to-help-boost-prime-day-sales/

Manage Your Experiments is now available on Amazon Canada. Manage Your Experiments lets you run A/B tests (also known as split tests) on the A+ content on your brand’s listings. Experiments allow you compare two versions of content against each other so you can see what performs better.

Carrie shares a clip from Freedom Ticket with Amazon PPC expert Mina Elias to talk about how to properly name your PPC campaigns to keep them organized to find and track them easily.

Bradley closes out the episode with the Pro Training tip How to use Helium 10’s Black Box to analyze Frequently Bought Together on Amazon and go over its other use cases.

In this episode of the Weekly Buzz, Bradley talks about:

• 01:15 – Prime Day Influencers
• 03:15 – Manage Your Experiments For Amazon Canada
• 03:45 – Use Helium 10’s Audience Tool Powered By PickFu
• 04:40 – Freedom Ticket Tip Of The Week: PPC Campaign Nomenclature
• 09:40 – Pro Training Tip Of The Week: Frequently Bought Together
• 15:35 – Get Discounts And Freebies By Registering To The Sell And Scale Summit

Transcript

Bradley Sutton:

Hello everybody, and welcome to another episode of the Helium 10 Weekly Buzz. My name is Bradley Sutton, and this is the show that we get you familiar with the latest news in Amazon and the e-commerce space. We interview people in the industry you need to hear from, we give different tips that will help you in your Amazon and Walmart journey. And we give you serious strategies for serious sellers of any level in the e-commerce world. So let’s go ahead and see what’s buzzing this week. Now this week, we gotta a jampacked episode. We’re gonna be talking about the news of the week, but we’re also gonna give something new, a Freedom Ticket tip of the week. You know, freedom ticket is our training program here at Amazon, and we have a PPC tip that we’re actually gonna give you guys today. We also have a pro training tip from Helium 10 using Black Box and how you can use it in order to analyze Frequently Bought Together on Amazon and Frequently Bought Together is not just what you think it might be used for.

Bradley Sutton:

There’s a lot of other uses so we’re gonna go over that as well and make sure to stay to the end, cuz I’ve got a special bonus possibility for me to send you guys either a Helium 10 microphone or a Helium 10 backpack. All right, let’s go ahead and hop right into the news. Now the first story of the day is we’ve got Prime Day Influencers. Now this was a story from modern retail and basically what they were saying in this story was that Amazon this year in 2022 for Prime Day, which as we know is coming up next week is placing a heavy emphasis on their influencers to promote it, you know, especially through their affiliate network, be it through Amazon live or just straight affiliate links. They even had a couple of events recently where they invited influencers out, bigger influencers in the space and they even gave them a sneak peek at some of the Prime Day deals that were gonna go down so that they could hopefully, you know, maybe get interested in promoting this.

Bradley Sutton:

Now, this might not seem new, you know, to you guys, but it’s something that Amazon is really banking on. According to this article for this year’s prime day. Now interestingly enough, I just recorded the podcast. It’s not gonna air for another week or so with an influencer in this space, Gracey and she’s not an Amazon seller at all, but it was interesting to interview her and understand how this process worked. And it’s actually a lot of the deals that she does. And she promotes either in Amazon live or just in TikTok or Instagram or other places. They’re not from Amazon sellers who are reaching out to her in order to promote their products. A lot of them, she just finds interesting products or interesting deals on her own, knowing that she’s gonna get that commission from Amazon, from the affiliate network and so she just puts it up on her channel.

Bradley Sutton:

And if you guys think that influencers might not have a big impact on Amazon sales, she told me that one leggings that she promoted in one weekend did six figures of revenue. So lookout guys, hopefully, you’ve maybe made some deals or, you know, using the new Helium 10 Attribution tool to create some links to get some influencers on board for Prime Day. But even if you haven’t done that, there’s a chance that there’s influencers out there who are gonna promote your products. If you have a deal going for Prime Day, the next news article, just a quick one. If you’re selling an Amazon Canada as of this week, you guys now have access to something that those in the United States have had for a while, and that’s Manage Your experiments. Now, Manage Your Experiments is kind of like an AB split testing software built into Amazon where you can split test things like your, A+ Content, your title, and image, and things like that.

Bradley Sutton:

So this is something you guys should take advantage of if you wanna get some unique insights into the performance of different titles. But remember, if you don’t like doing your split testing on a live listing on Amazon, which is what Manage Your Experiments does make sure to use Helium 10 Audience powered by PickFu, where you can actually get prime members to vote and give you feedback on certain things, not just your title, not just your images, but you know, price points and keywords and anything that you might want. So, you know, check out Helium 10 Audience for that. All right. That was it for the news today. There’s actually not that much news buzzing around in the world. We’re gonna do something that we haven’t done before. And it’s something that we’re gonna have ongoing. And we wanna give you guys a tip of the week that is based on Freedom Ticket. Freedom Ticket is our training program that all Helium 10 members have access to. And this particular clip was from PPC expert, Mina Elias where he talks about some naming conventions, but I’m gonna go ahead and let Carrie introduce this clip.

Carrie:

I’ve been selling on Amazon since 2016. And up until this point, I’ve actually had other people manage my pay-per-click advertising, but I actually wanted to start learning how to create my own PPC campaign. So I’ve actually started creating my own PPC campaigns and they’ve done pretty well. However, I didn’t really take the time to take a look at how I should name them. So they’re a little bit messy right now. So I wanted to learn how do I name campaigns to keep them organized so that I can easily find them in the future. And also just so that I can keep track of everything. And so I wanted to show you this clip in Freedom Ticket by PPC expert, Mina Elias, and he talks about the best practices for naming your PPC campaign. So let’s go ahead and take a look.

Mina:

So campaign nomenclature, why is it so important as you can see here, you have all of your different campaigns. What if I wanna say what’s the performance of just the celery product and yeah, maybe it’s there in the portfolio, but if you wanna do it quickly, you can just type in SC here. Now you’ll notice that for my campaigns, for celery, I always have SC simply celery. The code is right at the beginning. Now, this code will help me identify that this is the simply celery product right here, right at the beginning. And I can figure out what it is. Now in other cases, for example, let’s see SD, here we go again. I can figure out right away. This is the performance for SD. So you notice right here that RoAS is 1.13. So the SD performance is really bad. Meanwhile, the SC performance is really good.

Mina:

So just a couple of things to keep in mind when we’re doing the campaign nomenclature, number one, the code at the beginning, SC, SD it’s always important to have a product code. Some people like to do ASIN. The problem with ASIN or the problem with SKU is you’re not gonna memorize codes. It’s already hard enough to memorize your phone number. Why do you want to code in the beginning of your campaign name? Just make it something simple. SD, simply detox, very simple, very easy to remember, and you can right away figure out what product it’s for. Now always do space dash space, because if you don’t do the space dash space, sometimes you can have SD and it can be connected to something, and then it doesn’t show up. So just always have a space in there, makes things easy. Now next, what are some other things you can include in your campaign names that will help differentiate it?

Mina:

Well, one, if it’s Auto Campaign, or if it’s a manual campaign, if it’s Auto Campaign, it has four different targeting groups, close match, loose match, compliments and substitutes. So it’s good to, if you’re gonna separate the Auto Campaign into the four into each separate targeting group, you can mention the targeting group. If you’re gonna have the Auto Campaign all lumped up, then you can say, you know, all targeting groups, something like that. Again, the goal is, if I read this, I can right away figure out what’s going on. Now, if it’s manual if it’s gonna be either keyword targeting or ASIN targeting or Product Targeting. So if it’s keyword targeting, we have three different match types. We have Exact Match, Phrase Match, and Broad Match, all things that you want to mention. Because when you look at that campaign name, you can right away figure out what that campaign is doing.

Mina:

Another important reason is for example, if I type in here SC you’ll see that I’m targeting celery power. So even if this campaign doesn’t have a really good RoAS, which it does now, but if it doesn’t, I might be okay with a lower RoAS because I’m targeting a big competitor. And I always wanna show up under that big competitor, you could be doing this because you know, targeting a big competitor is giving you relevancy or is showing you to the exact audience that you want to show. There are many different reasons, but sometimes you’re gonna create campaigns where you’re okay, you know, losing a little bit of money. If you don’t know why this campaign is not profitable, and you have no idea, what’s in this campaign, you have to manually click in here. And then once you’re in, you have to, again, these are your ad groups and you have different ad groups. You have to click on the ad group. Once you’re in the ad group, you have to click on the targeting. And finally, now that you’re in the targeting, you figure out what this is, it’s targeting ASIN, and then you have to copy this ASIN, go to amazon.com, search the ASIN, and then finally figure out what I knew right off the bat, which is targeting celery power, which is a big competitor. So you would’ve spent five minutes doing something that your campaign name could have given you in two seconds.

Bradley Sutton:

All right. So guys, make sure to check out that full clip or that full module in freedom to get Week 10, right? And again, if you’re not a Helium 10 member, go ahead and sign up. Now use the discount code SSP10 can save 10% off for lifetime, your membership to Helium 10. And even with our Base Platinum plan or even our Starter plan, you get access to Freedom Ticket. Now, I think is important because a lot of people, you know, sometimes they get too laser focused on their own product on Amazon, and they don’t see what the competition is doing, or maybe they only look at the keywords of what their competitors are doing, or they only look at the PPC, but let’s talk about Frequently Bought Together. Now, first of all, if you’re not familiar, let’s look at what Frequently Bought Together is.

Bradley Sutton:

All right. So let’s say I’m selling a coffin shelf, or I’m thinking I’m selling a coffin shelf. Let’s go ahead and look at the Amazon’s choice, not the Project X coffin shelf. Unfortunately doesn’t have Amazon’s choice anymore. It’s this other one here who, who are just doing a fire sale looks like on coffin shelves. So let me just go ahead and click this $19. Oh, my goodness is like an early prime day here. And if I scroll down here and take a look here where you see it says, buy it with. So basically what this is is Amazon is telling customers, Hey, we show a history of in the same shopping cart experience. This is important. You know, there used to be a feature here that almost is not here anymore called the Customer Also Bought that was a little bit different, but when you see it in the buy it with or Frequently Bought Together, basically, this means that in the same shopping cart experience, somebody put this in their shopping cart, the main coffin shelf, and it looks like they put this bat shelf and then they checked out in the same experience, or they put this makeup coffin shelf.

Bradley Sutton:

It looks like, all right, now, just right off the bat, even if you don’t have Helium 10, this is valuable information for a number of reasons. Number one, you can look at this and be like, okay, Hey, I want to go ahead and target. If I have a coffin shelf, I’m gonna target this makeup coffin shelf as well in my Product Targeting in PPC, or I’m gonna target this bat shelf in PPC. Right? And then I know that I don’t have to guess that there is some history that, oh, maybe somebody who buys a coffin shelf might be interested in this. No, like Amazon is telling me that they’re literally is a subset of customers who are buying this together. So it’s gonna be relevant. All right. And then if I do that in Product Targeting my ads might start showing up here on the bottom of the page.

Bradley Sutton:

If somebody goes to my page, they might start following me around Amazon, these different ads, even on keyword searches, there’s a lot of opportunity for them. But the other thing is, is you get interesting product line extension ideas as well, right? Like if my brand is Manny’s Mysterious Oddities and I look at Frequently Bought Together and I see, Hey, there’s other coffin shelves where people are buying now a bat shelf with it. If you think about it, would a bat shelf be appropriate for Manny’s Mysterious Oddities. Sure. Would a coffin shaped makeup shelf be something that I could use as a product line extension. Sure. All right. So, so this is giving me ideas on other things that I might be able to sell. Now, a as I’m looking here at this screen, I, I could only see two products here, right?

Bradley Sutton:

But, but this, this actually rotates throughout the month. So let me show you guys what to do. You would copy the ASIN from this, you know, target listing, and you could even do this in your own listing. And I would go to black box and I would hit the tab right here called Product Targeting. Now, once I pace the ASIN here, go and do that and press space. And then I press search. What it’s going to do is it’s gonna find me products that if there was a customer also bought, it would show here. But the two main thing that it’s showing right now, like I said, customer also bought is not used very much anymore, is Frequently Bought Together. And Amazon suggested let’s go ahead and filter this out. First of all, for Frequently Bought Together. And look, there are 12 items that show up here.

Bradley Sutton:

Remember on Amazon. I can only see three. So, you know, one option is that I just pay somebody every day to refresh the page for a month. And Hey, keep track of all the products you see. No, that’s to say nobody got time for that, right? So I’m looking here and look at all these different Frequently Bought Together that now Helium 10 is showing me there was a history of these are bats wall decor stickers. Look at that. Here are black magic witch moon mirrors. Interesting. Here’s a coffin shaped key holder for keys. Here’s a dream catcher. Here’s a coffin shaped mirror here. Look at this silicone coasters for drinks that are shaped like a bit web. All right. So there are tons of different products here. That again, the typical coffin shelf seller might not even know to target these in sponsored ad Product Targeting because they might not think it’s that related.

Bradley Sutton:

But now I have this insight where if I have a coffin shelf, I know all these different products that I can target. And plus I now have also product research ideas for potential line extensions for my Manny’s Mysterious Oddities line. So, guys, this is a great feature. I had mentioned something else that this is showing. So if I actually hit this dropdown and I hit the Amazon suggestion, this is based, this is directly from Amazon. This is Amazon’s algorithm telling you that, Hey, if this was your coffin shelf, these are the products that we think, you know, for whatever criteria they use that you should target for in PPC Product Targeting ads, and you’ll see different coffin shelves. There’s an upside down bat shelf. There’s a pink coffin shelf. I’m looking at here. Here’s a Palm reader jewelry scent some freaky things here.

Bradley Sutton:

A moon shelf here’s triangle shelf, a lot of different things here, but this is directly coming from Amazon, as far as what Amazon says, Hey if this is your product, this is what we think you should advertise for. So really interesting guys, this is an underused kind of feature of Helium 10, make sure to take your competitors’ ASINs and stick it into Black Box for Product Targeting and get this information and then go out and actually use it. All right. Lastly, I said, I would have a special for you guys. Who’s stuck to the end. So you guys have know all about Sell and Scale Summit, but what I wanted to do is until next Wednesday, until the next weekly buzz, I wanted to give you guys the opportunity, go to this link that you see link to below. Or if you’re listening to this on the podcast, it’s h10.me/s3.

Bradley Sutton:

What I want you guys to do is actually sign up for sale and scale summit in September using my discount code of S3BS100. And if you do so, and then you show it to customer service that from today, which is July 6th through until the next Weekly Buzz comes out, which is July 13th. If you register in this timeframe and show customer service, the proof that you, that you did and make sure to use this coupon code too, I’m going to personally send you either a Helium 10 microphone or a Helium 10 backpack, both valued at over $70. All right. So there’s an extra boost. Not only do you get $100 off by using this discount code, but I’m gonna personally send you the Helium 10 microphone or the Helium 10 backpack. And then I want you guys to actually take that. If you choose the backpack, I want you to bring that backpack to sales scale summit, and then show it to me. Or if you take, if you do the microphone, I want you to bring that microphone and I’m gonna have you come on as a guest, I’m gonna record like a little mini podcast, probably on site, like I did at the prosper show. So I want you guys to take that microphone and use it to record you on the podcast for Sell and Scale Summit anyways, guys thank you so much for joining us this week for the Weekly Buzz. We will see you guys next week.

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• Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
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