[PPC Den Podcast Ep. 17] The Star-Crossed Lovers (Organic & Paid Traffic)


Organic vs. Paid

In this episode, Mike and Brett explore the symbiotic, loving relationship between organic and paid traffic. While there seems to be an age-old argument around which traffic source is BETTER (organic vs paid), we believe it’s the wrong question to ask altogether. The proper question to ask is this: How can I maximize my organic traffic by optimizing my PPC traffic? The first step to maximizing your PPC traffic is in understanding how much of your business is comprised of PPC. Typically, PPC traffic will account for between ~30-40% of an Amazon seller’s revenue, so if you’re below this level (or you don’t know your ratio of paid:organic), there’s a good chance you’ll get a lot of value from this episode. See you in The Badger Den!

Episode Highlights

  • 2:20 Mike introduces the featured question: Is paid traffic better than organic traffic?
  • 3:28 Mike talks about how a successful company will find ways to optimize both
  • 6:40 Brett discusses the importance of knowing your paid traffic to organic ratio
  • 9:15 There is no magic ratio number, says Mike, you have to find it manually
  • 10:30 Brett goes through the steps of using the metrics in Amazon Marketplace to calculate the ratio
  • 14:50 Mike talks about how there can be a positive feedback loop from organic vs paid reach
  • 15:15 The organic vs paid feedback loop applies to Google and Facebook ads as well
  • 19:17 Brett gives his opinion about products that do well getting a boost in PPC
  • 23:00 Brett goes into what he believes the future of CPC will be like in the Amazon Marketplace

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If you missed them, you should check out our previous episodes of The PPC Den Podcast:

  1. Why We’re Living In The Golden Age of Amazon PPC
  2. The Bid+ Conundrum
  3. Amazon’s New Product Targeting Features
  4. The Advanced Basics of Amazon PPC
  5. Amazon PPC Advertising Stats
  6. Hitchhiker’s Guide to Sponsored Products (Part 1)
  7. Hitchhiker’s Guide to Sponsored Products (Part 2)
  8. Campaign Naming Systems
  9. Product Targeting – Into the Great Unknown
  10. The Strangest, Most Popular PPC Strategy: The Keyword Dump
  11. Dissenting Thoughts on PPC Budgets
  12. First Look on New Bid Options in Amazon
  13. What We Love About Amazon PPC
  14. The Dreaded Amazon Data Reporting Delay
  15. All Things Negative Keywords
  16. Cranking Up Conversion Rates
  17. The Star-Crossed Lovers (Organic & Paid Traffic)
  18. How to Scale Using PPC – A Case Study
  19. The Ultimate Amazon PPC Roadmap
  20. Amazon Advertising Launch Strategy for New Products
  21. Our Gripes About Amazon Sponsored Brand Ads
  22. Should You Bid on Competitors’ Branded Keywords
  23. Making Sense of New to Brand Metrics
  24. Defining Your PPC Goals & Setting ACOS Targets
  25. The Latest Sponsored Brand Ad Updates
  26. An Introduction To Bulk File Operations
  27. Click Through Rate (CTR) Rundown
  28. The Importance of Indexation for Amazon PPC
  29. My 5 Predictions for the Future of Amazon PPC
  30. A Round-Table Discussion About Placement Settings
  31. The Complete Guide to Self-Auditing Your Campaigns
  32. Improving Your Account With Amazon Reports
  33. A Data-Driven Approach to Prime Day PPC 
  34. Clickfraud, Who to Hire, and More Common Amazon PPC Questions
  35. Increase Conversion Rates for Sponsored Brand Ads
  36. Amazon DSP with Kiri Masters
  37. 4 Things Amazon Does Better than Google and Facebook
  38. Three Effective Ways to Optimize Amazon PPC Bids
  39. Promoting Your Products with Amazon Coupons
  40. Should You Segment Your Branded Keywords in Amazon Ads?
  41. What to Expect From 30 Days of Running Amazon Ads