General Notes

Notes from Listing Manager Handbook

"Amazon title is dynamic" is unclear

AMZ Selling Machine Module 6

- Brank Analytics Report Data from Amazon Ads

Module 5 from ASM - Bullet Points That Sell and Differentiate

- bullets main function-sell your product, 2) rank for KW -sell the BENEFITS of product-NOT FEATURES -indirectly call out competitor weakness -differentiate our product -do KW research on other products -no promotional or pricing info

ASM Module 5: The Compelling Product Description and Images That Attract and Convert and Product Pricing for Profit and Creating Your Complete Listing and Automated Customer Emails

- in the product description, people are looking for confirmation on why to buy; they're itching to buy -opening sentence should summarize your bullets-especially important for mobile -removes risks and asks for sale principles -lets the buyer know this will deliver on its promise -lets the buyer know there's no risk in giving it a try -asks for the sale and tells the buyer what to do next -focus on its benefits (not features) Backend search terms -contain up to 250 characters not including spaces -should not have commas or periods -start with main KW phrase (perhaps a slight variation) -add KW you're unable to use in title, bullets, and description -he uses "WordSmith" IMAGES THAT ATTRACT AND CONVERT Q: Can you include ASINS in the backend? -images should convey a sensory experience -square image is best (shows up better in search results) -show benefits in secondary images PRODUCT PRICING FOR PROFIT -lower selling price doesn't always mean more sales -increase the price by $1 a week until sales start to drop AUTOMATED CUSTOMER EMAILS AMZ rules -no promotions and no sales letters -no links to a non-Amazon page -don't replicate emails Amazon sends -ID maybe -don't send more than 3 emails -different sequence of emails -

Module 5 from Amazing Selling Machine - KW research

--Most accurate way of building titles is Amazon Ads; it gives the most relevant keywords --adding 1000 keywords to your lists for the most traffic is not what Amazon wants --Amazon only wants keywords that are relevant --Brand Analytics Report-a way of identifying KW priority --Put yourself in the customer's shoes -in this video, he repeats some words -use the Amazon search bar to figure out what customers are typing there (Semrush says to prioritize this method) (2021, https://www.semrush.com/blog/amazon-keywords/) -type long tail kw from amazon search bar into merchant words

Notes from Checks w/ Dan

-The following Ads are not factored into Hello Profit: Headline Search Ads (h1), Video Ads, and Bid Plus Ads -Bid Plus Ads help you get to the top left of the page--more expensive -When chopping PPC, check the past 30 days -Amazon often lumps all returns into one week -to access AMZ ads-advertising, campaign manager -On HP there are lines that say Same SKU and All SKU. All SKU accounts for sales for other Vive products from that click -to get to the weekly page in HP, go to products and then product dashboard -when bidding for ASINs, he added 20 -budget of $500 to coupon -can make more than one change in weeklies

ASM: The Perfect Product Launch - Module 6

-click through rate CTR- the percentage of people that click your listing our of how many times it's shown in results -ASM defines conversion rate and unit session percentage as the same thing 1. The Amazon Flywheel- each part of the system is connected, and at the center is the CUSTOMER EXPERIENCE -As a seller, I should focus on 4 sections: discovery, traffic, conversion, social proof 1-------Discovery: ○ Amazon's algorithm determines if your product listing is relevant using a process called "indexing." ○ It does this using your title, bullet points, back end search terms, and description. ○ The algorithm prioritizes results on the likelihood that customers will buy that product based on it historical sales performance (conversions). ○ This is known as your rank—the position you hold in the search results when an Amazon customer searches for your product. Think of rank in the following way: ■ Relevancy + click through rate + conversion rate = Sales velocity ■ The higher your sales velocity, the higher your ranking 2------- Traffic ○ Once Amazon has determined your rank for a keyword, a combination of how compelling your listing is determined whether or not you win the click. ○ This combination is determined by main image, price, reviews, and title. ○ This is also called organic traffic. ○ You can also buy traffic to your listing using Amazon's paid advertising platforms (Sponsored Products, Sponsored Brands, Product Targeting, Display Ads). 3-------Conversion ○ Conversion is the number of units of your product that people purchase, out of the total number of sessions (visits to your listing). ○ If 100 people look at your listing and 15 people buy one unit of your product, you have a 15% conversion rate. ○ Conversion is influenced by several factors: Reviews, price, main and secondary images, and listing copy and content. 4------Social proof (reviews): ○ Reviews are vital to your success on Amazon. ○ The more positive reviews you gain, the more people will click on your listing, the more it justifies your target selling price, and the more people will buy your product. Ultimately, consistency is the key to Amazon success—Amazon wants to see consistent sales as a result of a customer search, in order to maintain your rank. Amazon rewards you with special promotional opportunities, the more you maintain these consistent sales. This is also why it is critical to monitor your sales, conversion rates, and click through rates, and to optimize your listing and continuously optimize your paid advertising campaigns. 2. Target Keywords Keywords are what Amazon use to match your listing to a customer search term. Sometimes, the keyword will be exactly what the customer has searched for—an exact match keyword. Other times, it will be a customer search term related to the keyword you are targeting—a target keyword. Deciding which keywords to rank during your launch determines how much effort is required to launch and rank the product. 3. Understanding the Data Every single product and category is different and has different levels of competition—and this changes all the time. Your objective is to consistently get sales for your target keywords. Use your data to decide on when to increase or decrease each point in the launch process. 4. The Importance of Relevancy Amazon sees your product as relevant to the customer search if they click your product and buy it after seeing a specific term. Your clickthrough and conversion rates are directly influenced by how relevant your product and its keywords are to the buyer's search. When someone types "taco holders" into the amazon search index, 5. The Launch Process Now that you have a better understanding of how Amazon ranks your listing, it's time to take a look at how you will use our launch process to help improve and maintain that rank. Keep the following in mind before you begin your launch: 1. Focus on quality and have a well-developed product, which includes the following: a. Product insert b. Packaging c. Email follow up sequences 2. Maintain a good listing: a. This is the easiest place to differentiate yourself and win on Amazon b. Optimizing your listing is the cheapest and most impactful thing you can do 3. Be disciplined in your target keyword selection (more on this later): a. There are lots of keywords that might generate sales b. Target only those that you are confident will generate sales Then, read through the following overview of the product launch process ( 1. Day 1: Publish your listing live with an attractive price (since you don't have any reviews yet to justify your target price). 2. Day 1: Build and turn on your sponsored product launch advertising campaign, with the objective of VISIBILTY, not profit. 3. Days 1-2: Ask your first group of friends to search for and order your product. 4. Day 1: Order Amazon's Early Reviewer program. 5. When you have a couple of review, start to distribute your coupon codes to your ManyChat subscribers list (typically, days 6-7). 6. Continue to distribute coupon codes. 7. Remind your friends to leave you an honest review. 8. When you achieve your target rank (usually in 14-30 days), start to increase the price, while monitoring your sales and rank. 9. Once you achieve target sales price and consistent sales, move to optimizing your PPC for profit. A successful launch can take anywhere from a few days to a few weeks or even months (in more competitive markets). Make sure that you monitor and understand your data, then react accordingly. 6. Key Performance Indicators Your goal at this time is to achieve similar daily sales volume to the listings in your target position and for the keyword you are targeting, through a combination of: ● Organic sales ● PPC sales ● Promotional sales (coupons and friends) Keep in mind that since you are starting out, you don't need to achieve 100% of what your competitors are doing—just use them as a North Star, to focus on where you are growing your business. Take a slow and steady approach to this, and increase your effort based on what the data is telling you. Finally, make sure to avoid these common mistakes, as you launch your product: ● Ignoring what the data is telling you: ○ How is your conversion rate? ○ Are you targeting the right keywords? ● Taking your foot off the gas too early. ● Not focusing on conversion rates—this leads to achieving rank, then dropping back down in the search results because you don't have the conversion rates or sales to maintain the rank position. 7. Action Items ID-regarding driving outside traffic to our listings, use a list, and within that list, include a competitor whos product looks like ours but which is priced much higher Video: -amazon sees your product as relevant to the customer's search if they click your product and buy it after searching a specific term -how relevant your product is to the intent of the buyers search on Amazon will influence your click through rate and conversion rate -when launching, target only relevant kw -continually monitor click through rates and conversion rates -should begin to achieve rank in 14-30 days, start to increase price while monitoring sales -once we achieve target sales price and consistent sales, move to optimizing ppc for profit When it comes to understanding data, pay attention to KPIs (Key Performance Indicators) -a full price purchase is more impactful on sales rank than one that uses a coupon code Common mistakes: -ignoring the data -conversion rate, targetting right kw -taking your foot off the gas too early- the product never achieves rank for a target kw and thus doesn't increase sales -not focusing on conversion (which leads to achieving rank) and thus dropping back down the search results because you don't have the conversion or sales to maintain rank position

Notes from Morning Meetings

-links are important to SEO-We are likely to rank higher, from Googles perspective, if many links send people to our webpage -reaching out to people on Linked in- Using sales navigator sometimes-search for "chiropractor" and then. Once you have 500 connections, other options open up to you

10/8/21

2021 Tracker - dif price for fba bfm

Friday Meetings

8/9/21 -for a conv. rate change, don't lok past "2 need checked". FOr profit, look along - 3rd party channels. thumb brace - fbm sku triggered auto what to do about oos ping purchasing to raise doi if an item is about to go oos when to ping purchasing about oos- how do i keep track of inventory or FBA, FBF, walmart, everywhere FBM on AMZ are more expensive than FBA. WHY do FBM? -bsr goes to parent not child glossary, edit, conversion A?B test results -2021 tracker. look at differences between competirors and how they're doing from month to month vs. how we're doing -

ASM Module 6 - Prioritizing Keywords for Launch and INTRODUCTION TO AMAZON-SPONSORED PRODUCT ADVERTISING

Every keyword has a different level of competition. When a keyword has more demand (i.e., is being searched for more frequently on Amazon), two things happen: ● The more sales that keyword will generate for products that show higher up in the search results ● The harder it is to rank for that keyword, since it means you have to achieve more daily sales to compete. While you do need to optimize your listing for the highest demand keywords, it is often more efficient to target lower demand, long-tail keywords that contain the high demand keywords in them. We recommend doing two things: 1. First, achieve rank for your initial target keywords. 2. Second, focus on targeting high demand keywords, when you have the reviews and conversion rates to compete. After you are properly ranking, you should be at your target price, which means you can afford to spend more on advertising to achieve sales for more competitive keywords. In most cases, there is a clear set of target keywords for a product. Sometimes, there are multiple different groups of keywords, since people describe products differently. When this happens, use the data to assess which group to target first. Take the following steps to look for kw that are most likely to convert: 1. Look for the keywords that you think are most likely to match what the customer searches for (e.g., "mens face cream," "mens face moisturizer," "mens face lotion"). 2. Go to www.amazon.com, make sure your zip code is set to search in the USA, then enter your potential keywords into the search bar: 4. Identify the highly relevant keywords that help differentiate you and aren't highly competitive, then start adding them to your listing. 5. Repeat steps 1 - 4 until your title is optimized with 3-5 main keywords: 6. Start optimizing other areas of your listing (bullets, description, etc.) with relevant keywords! video: -its often most efficient to target lower demand kw that contain the higher demand kw in them first -when you've ranked for initial target kw, you can focus on targeting the high demand kw --ppc advertising is accurate --go after kw where we're clearly targeting the intent of the customer, where we're confident we'll convert to sales--especially when first launching (in this video, this pertains especially to title) --ALWAYS prioritize relevancy over volume --the first 5 kw or so in the title create your url for google and help increase relevancy in google --target higher volume stuff after the first 5 kw or so --the buyer is subconsciously looking for the words they typed in the search bar within the product photo. Doing so increases click through rate --which words are most likely to convert --target long-tail kw that contain the main kw rist INTRODUCTION TO AMAZON-SPONSORED PRODUCT ADS -use data to inform advertising decisions --different kinds of Amazon Ads 1. sponsored product ads: show up in search results 2. product display ads: display on existing product listings Amazon advertising is run by an auction, and is influenced by relevancy (where you bid on terms related to your product). You set your bid on a keyword which tells Amazon the maximum you are willing to pay per click. If you are willing to spend more per click and are considered relevant, you win the auction and place higher than competitors that aren't bidding as high. Good click through rates and conversion rates improve your ability to win the auction. --daily budget is averaged over a month. Thus, if do not meet your dailly budget on one day, the next day, you could go over your budget currently, we only input negative kw that we find in our kw research. We don't input in the "negative kw" list words that do not convert sales. Consult the neg kw list we currently have per our websites sales? --text on top tests better

Long-tail KW

Typically, long-tail keywords are ideal for a new seller as they have: Less competition. Low CPC. And, high buying intent. https://www.sellerapp.com/blog/amazon-long-tail-keyword-strategy/ Less competition - As mentioned, they have less competition because long-tail keywords are relevant for fewer sellers. So, it is easier to rank organically and a higher position in the search results will attract more traffic. More Conversions - Customers searching with long-tail keywords have high purchasing intent and they are considered as more qualified leads. So, a customer visiting your listing has a huge chance to buy your product. This boosts your conversions and improves your organic search ranking. -grab child asin for multi colors -the i on hp is helpful for total profits and stuff -click check needed and cntrl r -for weekly checks, when changing price, I don't have to do so on the conversion sheet

Notes from the Listing Manager Handbook

when item is ordered for first time, a card is created on "creation of adam"