"I’ve just recorded an amazing conversation with Heath Thompson who is, I think, the world’s best Amazon PPC Expert. After listening in on our conversation I think you’ll agree." - Chris Thomas, The Australian Seller
Thanks Chris! - Anyone wanting to hear the show can click the above podcast image.
Notes on the above pricing:
The minimum monthly ad spend is $3,000 (USD) with the potential to quickly grow to my target monthly ad spend of at least $10k per month.
Additional marketplaces are charged at $395.00 until they reach $5k per month ad spend when they revert to the above rates.
Where monthly ad spend exceeds $15k, I will include ACoS/TACoS targeting to the above when if an agreed benchmark is not met, I will reduce the monthly fee at a previously set margin. This is to highlight to customers that I will not increase ad spend without an eye on cost. Specific times, such as launches, low stock, and negative reviews can affect ACoS beyond my control and would therefore impact on any rebate offered.
PPC = Instant Presence, & Instant Pressure!
Here's what I do differently:
I work to improve your organic ranking so that you rely less on PPC - I have created special techniques to help boost keywords
I have 36-years of experience as a sales conversion copywriter to help improve your listings
I have studied branding and know how to improve Amazon Stores and get people to follow your brand
I qualified as a Clinical hypnotherapist with the University of West London's Psychology Department and know how to get customers to interact more deeply with products
I was a PPC mentor for the Endgame Network's Masterclass group for two years.
As I write, I have over 250 students learning PPC management
And of course, I specialise in managing customers' sponsored ad campaigns including SPAs, SBAs, SVAs, & SDAs
Video Ads help with PPC performance, and this is why I create videos for my customers (included in the monthly fee)
The above account got most of its sales in the summer months and was dramatically affected by the Coronavirus, which you can see in April 2020. I wanted to even out the sales (blue line) across all months and to stablize the ACoS (orange line), while increasing sales. Which is what I have continued to do.
This particular customer is one of the two clients who talked me into managing PPC. I had been supplying copywriting, graphic design, and photography when in 2018 he asked me to manage his PPC. I declined but agreed to set up some ad campaigns. In April 2020, the customer ran out of patience with his current PPC agency and asked me to reconsider, which I did.
I wanted to reduce the ACoS but more importantly increase marketshare. In July 2021, I got some administrative help and I reduced the number of clients I had so that I could focus more on PPC strategies, the effect of which can be seen with the large blue spike in sales afterward.
The above client felt disattisfied with their current PPC agency and we agreed to work together at a low point in November 2020. I looked at their brand, improved the copywriting of some slower selling ASINs, improved the Store, worked on Amazon Posts, and added a lot of campaigns while restructuring the current ads.
My main belief was that this "summer" product had the ability to sell more across all months. I worked specifically to increase organic sales (not shown above) and to keep the ACoS below 30%. The dips in performance in June and August were due to stock shortages.
I am particularly happy to have helped this business to sell to an aggregator and make some positive changes to make a real difference to the quality of their life.
NB. All October figures look worse because at the time of using these graphs only 10-days of sales were accounted for.
I took over this account in October 2020. The dip in performance in April/May was due to running out of stock. With this account I could see a great untapped potential in the branding. I rewrote the EBC and listing content, helped to recreate the Amazon Store, completely restructured the ad campaigns and then worked to drive sales while reducing ACoS.
Sales throughout August and October where actually inhibited by inventory being stuck at port, but I'm happy with the results. With more established inventory I know I can double the future performance here and reduce the ACoS. This customer has an exit plan for 2022 and I will work hard to make their business a more attractive proposition to aggregators.
In the final example, I began working on this account in February. The product had been badly affected by the coronavirus and I was unsure whether to take it on. After realising that the new owner and I had the same opinion of where this brand could go, we set up a strategy, reduced the advertised products by 70% in March to control costs and slowly began to reintroduce them again in August but with new ad types that hadn't previously been tested. You can see the results. And consider that the sales in October are for 10-days only at the time of writing.
Here are some sections of my PPC reports to provide an idea of what you receive each month. Reports also include individual portfolio performance, and ASIN and keyword performance overviews.
Red text refers to a drop in performance while blue means an improvement. Where PPC spend shows red it can simply be because of an increase in ad campaigns to drive up revenue.
The final image above would have a column on the left detailing each individual ASIN.