How to Structure Your Advertising to Drive Consistent and Predictable Results - Sean Stone - Amazon Legends - Episode #278

This episode is a MUST for everyone, and we have a great cliffhanger right at the end for you!
Join us for a deep dive into the world of Amazon PPC ads and advertising strategies with our expert guest, Sean Stone!
In this episode, we sit down with Sean Stone, the founder of Stone's Goods, a digital marketing agency that's changing the game on Amazon. With Sean's unparalleled expertise in Amazon PPC ads, you'll discover how to dominate your niche and ensure your brand's success on the platform.
Sean shares his insider knowledge on structuring your advertising for consistent and predictable results, helping you take your brand to the next level. Whether you're a seasoned marketer or new to the game, Sean's insights will elevate your advertising game.
Get ready to surf the waves of digital advertising knowledge with Sean and learn the science behind successful Amazon advertising campaigns.

The episode titled "Search Query Performance Deep Dive" provides the answer to the cliff hanger question in the end.


Takeaways :

• Different Reports for Different Purposes: Reports from advertising and search query performance can differ significantly, and comparing them directly is not always accurate. Instead, it's crucial to understand their different purposes. 
• Understanding the Pie: The "pie" metaphor is used to represent the total sales during a specific timeframe. This pie is split into three pieces: organic, paid, and external. 
• Challenges with Keyword Search Sales: A challenge lies in distinguishing between organic and paid sales for keyword searches. The attribution windows for these sales can differ, making it hard to categorize them accurately. 
• Importance of the Search Query Performance Report: To navigate the issues of distinguishing organic and paid sales use the Search Query Performance report. This report helps in understanding which keyword searches are driving results.. 
• Focus on the Bigger Picture: Don't get caught up in determining which keywords generate the most organic or paid sales. Instead, focus on the overall performance of your campaigns. 
• Understanding Profit Margins: You need to know how much you're willing to spend on advertising to ensure profitability. 
• Blending Reports: To make sense of your data, blend different reports like search query performance and top terms. 

Quote of the Show:

In advertising, a structured approach is paramount. Picture this: one product per portfolio, one campaign per purpose, per product, per campaign, per purpose, and one match type per ad group. This strategy simplifies complex scenarios and consistently yields positive results. Structure is the cornerstone of advertising success.

Links :

sean@stonesgoods.com
www.Stonesgoods.com
LinkedIn: https://www.linkedin.com/in/sean-stone/

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