No matter what experience level you’re at when it comes to Amazon PPC, there is always room for improvement. There could always be better numbers and a better run business.
We’re playing a game where there is no such thing as perfect. The only way to measure success is by comparing today versus our performance last year, last month, or even the day before.
Being successful with Amazon PPC is a two-part equation. We mainly focus on the nitty-gritty of PPC strategy, the X’s and O’s that get sellers on the right track; however, in today’s post, we’re going to take a look at the other part of the equation: Managing your mindset and your habits when it comes to Amazon PPC.
Habit #1: Be Proactive
For each habit, we have a quote from the book Seven Habits of Highly Effective People that we feel are applicable to Amazon PPC.
“I am not a product of my circumstances. I am a product of my decisions.”
All too often, we hear excuses from sellers about why they are underperforming. While they think they’re justifying their poor performance, in reality, they are essentially ensuring they never get back on track.
There’s a ton of factors that are simply out of your control as a seller. Accept that. Also, realize that your performance is primarily tied to the decisions you make, so you should worry a hell of a lot more about those factors.
Instead of excusing your decision making when looking at your performance, take responsibility for your influence on your PPC account. Have a product that isn’t performing well? Don’t see a bad market. See an opportunity for an improved listing. If you don’t see an opportunity and only see bad circumstances, you aren’t looking hard enough.
Habit #2: Begin with the End in Mind
“People are working harder than ever, but because they lack clarity and vision, they aren’t getting very far. They, in essence, are pushing a rope with all of their might.”
We see so many advertisers lose their focus when it comes to their Amazon account. New sellers especially tend to get caught up in the weeds because they have three or four goals for an individual campaign.
Instead, sellers should pick a singular goal, and, more often than not, the rest of the dominos will fall into place.
To have a singular focus, it’s important to understand what the goal of your campaign is. If you’re launching a product, that requires a certain set of expectations and strategies. If you’re wanting to lower your ACOS, the strategy and expectations are completely different. Having the same mindset and goals for these situations will leave you with two underperforming campaigns.
Habit #3: Put First Things First
“Putting first things first means organizing and executing around your most important priorities. It is living and being driven by the principles you value most, not by the agendas and forces surrounding you.”
There is almost a limitless number of distractions that can take away from your focus on your business and more specifically your PPC campaigns.
Most people think of distractions as occurrences that are in no way productive; however, that isn’t always the case. A lot of sellers spend time on tasks they think are important, but in reality, are of little importance at that moment.
To find where your time is best spent, divide your tasks by urgent and non-urgent and important and unimportant.
What normally gets overlooked in this matrix are the tasks that are important but not urgent. For Amazon PPC, these tasks usually aren’t obvious but if acted upon can lead to long-term success.
Habit #4: Think Win-Win
“In the long run, if it isn’t a win for both of us, we both lose. That’s why win-win is the only real alternative in interdependent realities.”
One area that most PPC’ers are lacking in is their network. Sellers often see other advertisers as competition when they should see them as a valuable resource.
We’re not saying that Nike should buddy-up to Adidas, but if you’re thinking of Amazon PPC with an “us against the world” mindset you’re missing out on an invaluable opportunity.
As an individual seller, you can only view your account through one lens. A group of sellers with a win-win mentality can provide you with diverse opinions that can potentially open up opportunities that you never thought of.
Habit #5: Seek First to Understand, Then to be Understood
“If I were to summarize in one sentence the single most important principle I have learned in the field of interpersonal relations, it would be this: Seek first to understand, then to be understood.”
If you haven’t caught on yet, many of these habits are centered around communication. If you can’t communicate with your client, other sellers, or even Amazon in an effective manner then you’re limiting your potential.
Two examples stick out when looking at relationships that often break down within the Amazon PPC community.
For agencies, communicating with clients is essential. While most agencies have a large quantity of correspondence with their clients, the quality of those discussions when it comes to goals and expectations can be lacking.
One method for fostering client relations, when it comes to expectations, is re-phrasing. If you can hear a client’s goals, process what they want, and effectively communicate those goals in your own words then everyone is on the same page.
Habit #6: Synergize
“Synergy is not the same as compromise. In a compromise, one plus one equals one and a half at best.”
We get it, synergy is one of the most overused buzzwords in workplaces across America. However, it didn’t get to that point without being useful.
For Amazon PPC, you want to build structures that accelerate your growth and maximize your performance. That means building relationships with companies or employees that aren’t centered around mutual benefit alone. Compromising most often leads to mutual benefit, but synergy leads to relationships where neither party settles and instead amplifies all parties involved.
Habit #7: Sharpening the Saw
Congratulations. If you’re reading this, you’re already sharpening your saw.
Like we touched on at the very beginning of this post, we’re in a game where perfection is unattainable. The summit of the Amazon PPC mountain doesn’t exist, but climbing higher every day gets you in the best position possible to be successful.
If you want to continue sharpening your Amazon PPC saw, check out all of our other posts that range from the basics of selling on Amazon to the most intricate PPC strategies.
Amazon PPC is a two-sided coin. The daily grind and maneuvering that leads to near-perfect performance is often seen by sellers to be the most important side of that coin. However, taking a look at your mindset and macro-level business practices is just as important in the long term.
When it comes to your goals, find a singular focus for each part of your account. When you have that goal in mind, prioritize the specific tasks that will turn that goal into a reality, and also keep tabs on the big picture by executing on tasks that have long-term benefits.
Never think of your performance as a product of circumstance. You are the captain of the ship.
Build a network that you can rely on for feedback.
And most importantly, never stop learning.
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 1:10 Intro
- 5:40 Seven habits of highly effective Amazon PPC’ers
- 9:55 Begin with the end in mind
- 15:15 Putting first things first
- 21:35 Think win-win
- 26:35 Seek first to understand then to be understood
- 31:20 Synergize
- 35:35 Sharpening the saw
- 38:20 Closing thoughts
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch Mike & Stephen on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe.