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If I’m an agent or I
have a product on Amazon,
that’s just the most powerful thing in
the world and so few people are doing it.
It’s still in its infancy.
[inaudible] how can you sell
more fast?
Amazon has its own demand side advertising
platform called sponsored product ads
and it also has an Amazon assisted
side of advertising too called Amazon
marketing services,
and that to me is where Facebook ads
were before anybody knew about them.
It’s where ad words was before
anybody knew about ad words.
This is a giant opportunity,
just an incredible opportunity and I
want to talk about how you can use it.
So these sponsored product ads in AMS,
you can increase traffic to your
product listings, which increases sales,
which increases sales velocity,
how fast you’re selling ties,
traffic and conversions
to targeted keywords.
That’s really important because you can
control what’s coming up on Amazon for
what search items,
by driving traffic and getting conversions
on specific keywords that you want to
pick, it improves your
BSR, your bestseller rank.
It increases organic
visibility and organic sales.
And here’s what it looks like.
You’ve got seven out of 10 shoppers
only purchased from the first page.
It’s kind of like Google,
right where nobody really goes
past the first page on Amazon.
Only 30% of the total people who are
looking for a product will go past the
first page of results, so it’s
really important to be there.
Now sponsored product ads allow you
to have new or low ranking or low
re-reviewed items appear where
the competition already is,
so if the competition
already owns the spot,
this is kind of a way to jump the queue
and get around that and there’s three
types of these ads. There
are headline search ads,
sponsored products and product display
ads, and I did a chart for you.
I’m not going to spend a whole lot of
time on it right now to tell you about all
of the different characteristics of this,
but I’m going to direct your attention
to the grade outline because I think this
is important is Amazon
headline search, top of funnel,
Amazon sponsored products, middle of
funnel, Amazon product display ads,
bottom of funnels. When
you create your ads,
you want to think about where in the
buyer’s journey are the people who are
going to be looking at them.
And one thing that a lot of people that
I’ve talked to don’t even realize is
that now Amazon offers you the ability
to create your own landing pages on
Amazon.
So you can run a product display ad and
send somebody directly to a landing page
that you’ve designed or you use one of
their templates that doesn’t have all of
that other competition on Amazon.
You never have to take them out.
And the conversions are crazy.
So here’s the way it works.
These headline search ads are ads that
appear at the top of the search results.
When somebody searches an Amazon
the, and that’s for awareness stage.
When somebody is just looking,
the consideration stage,
when somebody tests kind of looking at
a bunch of different products and trying
to figure out what they want.
You’re going to run sponsored product
ads and then when they’re down to the
decision, you’re going to
run a product display ad,
a product display ad, which then you
can take straight to the landing page.
The keywords work very similar to
the Google’s broad phrase and exact,
and you have the ability to
target two different ways.
You can do automatic targeting,
which is where Amazon targets for you
and identifies keywords for you and then
you can do manual targeting.
And the way to work this is use
automated targeting to identify keywords
initially and when the keywords
get identified by Amazon,
you take them and put them into the manual
selection and then you put a negative
keyword for that keyword
in the automated one.
And the reason that you’re going to
do that is Amazon will say, Oh, okay,
well it’s, it’s tactical pen.
So tactical pen is a keyword
and we’re going to say, great.
That’s an automatic key automated keyword.
We’re going to put that now in the
manual and we’re going to put negative
tactical pen in the automated, so now
Amazon’s going to go tactical pen.
Oh wait, no, they said, not that.
Now here’s our next best one.
So you’re effectively getting
Amazon to give you their data,
which they will not give you voluntarily
and give you every single keyword they
think applies to your ad in the order
that they think of importance and
relevance that they are based
on all of their data points.
That’s a big deal and your goal is to
do that until you don’t have any more
keywords until Amazon says, Hey, we
got nothing. Now you’re in your manual.
You can run your tests and see what’s
performing best and what’s not.
The auto ones allow you to quantify the
exposure and optimize the listing by
checking click through rates
and sale rate by keyword.
That’s the important part.
It’s like getting the not provided from
AdWords and if you see your customer
searching for a particular product and
it’s getting a whole lot of impressions,
then you want to include it in your
product title, your description,
and your backend keywords
and your bullets.
You can do all this manually
or you can use a tool.
It’s called helium 10 and it
basically automates all that.
I’m sure there are other
things too. This is what I use,
but here’s what it does.
So you basically tell it,
select all the keywords that are
relevant to your product. This is under,
it’s a software suite. This is called
magnet, so I click for tactical pen,
all the things that I think are close
and then it goes out and tells me all the
information from its database of Amazon
transactions tells me all the keywords
that matter, and then we’ll import
them into a thing called Frankenstein,
which allows you to remove duplicates,
maintain phrases per tech numbers,
remove common words, et cetera, et
cetera, and have this whole list.
You can see I’ve got total
characters of 4,157 and total words,
keywords in this case of 719 I know that
based on the recent changes in Amazons,
what they’ll allow you to have in backend
keywords. I only get 250 characters.
This is a way to go. And
then go to the next thing,
which is called scribbles that
has title and description,
backend keywords and bullet points. And
gradually pick out of here what I want.
And as I pick it, as I start
moving keywords over here,
they disappear from here.
So I can go through until I end
up with basically no keywords.
So as I designed my Hoffman Richter,
tactical pen, glass breaker, self-defense,
survival gear, all those keywords
are disappearing from here.
And I can see everywhere that I need
them in here and then push it out to my
listing. Really, really powerful.
And then it’ll track them.
So you can optimize for conversion
and click through, don’t you? Will,
you will be given the option to
optimize for average cost of sales.
Don’t choose that. That’s a good guide.
But you really want to know what’s
converting and clicking through.
If you’ve got low CTR or conversion,
then start changing and testing your
pricing, your listing, your images,
that sort of thing.
They will improve over time your organic
listings because they will drive these
paid ads will drive sales,
which Amazon cares most about.
I mentioned running the auto campaign,
run the manual with the auto identified
keywords and then just continue until
there aren’t any keywords
left. That is, to me,
if I’m an agent or I have
the product on Amazon,
that’s just the most powerful thing in
the world and so few people are doing it.
It’s still in its infancy.

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