What's going on, Bachelor Nation? Let's talk. Amazon. BBC vacation here in Colorado, traveling up and down the Arkansas River. Trying to catch some trout for dinner. It is beautiful here. I got snow capped mountains in the distance, beautiful water flowing by bubbling with a different shapes rocks. Accenting, its flow, wild trees plants, and not a highway a car or another person. As far as I can see.
My mindset of relaxing and thinking about Amazon BBC.
That one process that I have here. Badger is personally onboarding every new at that your customer, I meet with them talk with them but about their situation and explain how we can really help.
Now, there's an issue that I've been seeing over and over about 50 per-cent of accounts. So, you're listening, there's a coin flip, good chance. It's probably happening to you to let me start with a fish analogy. Imagine if 200 fishermen had just one mile of the river to fish for 1 hour.
What happened? Well the top 10% of fishermen would probably catch the most fish. They know exactly where on the river to go. They know the rocks and the digits to find the most efficient where they're hiding the rest of us. Folks, wouldn't be able to have the time to catch anything. The average or below-average fisherman needs a lot more time to capture anything, but since they only have an hour to compete with a very best regiment that I going to catch anything. That is example, is exactly what I see in so many accounts over and over again, for Amazon at once called this key word dumping. But I actually think a better word for it is keyword choking, and it's happening more and more. It basically describes handling your best, keywords Russell, new keyboard that you want to test or being choked by one another. Here's how it applies, Amazon PPC.
That's similar to the 200 fisherman. Fishing in 1 mile for just 1 Hour. Really the best fisherman, catch anything saying things happen inside your account. Here's what I mean.
And that example, the fish are orders and a fisherman are keywords. Every key word is competing for your campaign budget, to get clicks and his ability. Only the most popular keywords are going to grab that visibility at the ones I get the most searches per day with the one mile in 1 hour, that represents your budget per day to think of it this way. I see a lot of campaigns that have 50 100 or more key words in it. And if you have a campaign without groups with this many keywords, I almost guarantee. I know what it looks like without even looking at. It, your top 10% of keywords are probably generating 90% of the orders. And then the rest of the key words are only generating, 10% of orders, for 80% of the results. Come from 20% of the keyboards, but more extreme.
I often find an Amazon that 10% of the keywords in a particular campaign, in any particular, out-group, generate 90% of the orders. If you have this happening, I don't think it's because that those are just the most popular ones. And they get the orders and everything else. Doesn't I actually think it's because of keyboard choking. Let me describe what I mean.
Now, as I describe this, I want you to start thinking of your ad groups in terms of spend per keyword her a group of her campaign. If you have an ad group that spends $2,000 a month with 200 key words in it, that ends up being a tiny $10, a month per keyword, you're able to spend. Now those keywords in the bottom, 90% that aren't generating, barely any orders, it's not that they're less popular, it's because they're short of being choked off by the very best ones. And later in this episode, she tell you how your best ones are actually choking the less traffic keywords to
So using that average CPC of a dollar that'll be ten Clicks in this example, perky word, if you were able to divide it up perfectly and that only ends up being 10 clicks a month for a 0.3, klicks per cubed per day, you will never get enough data to be satisfied with that act to start thinking of your address, in terms of spend for keywords. If you have a 5075 or more key with Brad group at least a key or two halves of room and budget to get at least a hundred klicks a month.
What's a tiny spend for keyword? Let's say, a hundred keywords in a hundred, maybe $1,000 and spent, there's no way you'll ever have consistent monthly data for keyword. You live with 90% of her keyboards, having such a tiny monthly dataset, making it impossible to optimize consistency and you'll have lots of a cost of variability because these key words they might get one or a month in the next month, they might not have any orders and you might look at it in the month that they don't have orders and my deposit and if you look at the lifetime, you'll see that it actually did, okay. But then you're scratching your head, like why is it doing worse? It could be because if he were choking
The seemingly random up and down as a cost will drive you crazy and a scenario like that. I would rather pause 90% of the keywords and let all of the budget, go towards the top, 10% that I can really find TuneIn optimize them, then rather split my budget so thin between so many keywords and, hey, I get it. Keywords are everywhere, you can use a tool that spits out, 500 seemingly, good candidate and you'll want to test them all and in fact, you should test them all. But how you test is as important as what you test, you better budget for each of them to get at least a hundred klicks a month. Otherwise, you're going to have a ton of untested few words with very little data. That could be good, but they never had a chance. Their fate was sealed before you even launched the campaign. Cuz think about it, if you drop $500 into your account, you would want at least, at least Thirty klicks, a month of a low-end to determine if you should pursue each one. That's 500, keywords X.
30 clicks, that's fifteen thousand klicks, that's a lot. I got to do that calculation a few times cuz I was like this is a typo but no 530 club seats at fifteen thousand klicks at an average CPC of a buck that's $15,000. Most people aren't thinking in these terms and I think it causes a lot of strife and keep her choking. You might ask, why am I not getting orders? It's because you're not actually passing by Frankie words. You're just having a few most popular actions. They gobble up all of your budget you be better off texting and smaller chunks, maybe campaign, the 20 to 30 key words with ample budget to get the clicks that they need to test. We be better off putting your top key words into single keyboard campaign. By the way, I got your single Kira or camping. Builder is coming this summer.
You'd be better off, keeping things, simple. Getting the data. You need to determine if a key word is a winner or not. And then testing the next chunk of Kira's, you don't need to test all five hundred fewer. It's all that was not only doesn't allow testing for those 90. Per-cent of the key words that are going to get many orders. But when you have key, were choking too many keywords / spend, you can actually hurt your very best keywords. I just saw this this week cuz his scenario to well-intentioned actions actually ended up hurting the campaign. Let's Take Action a on keyboard. A, let's say, in a group of Anarchy words of this phenomenal, keyword targeting a 40%, and this key word is way down at 10% 8. So you can actually pump up the bed, get more click this, cuz of great Kira, get more orders. So you do that inside, so you increase the bid for that keyboard.
Action Bianchi would be you look down, you scroll down, you see a key, right? I don't have five clicks in the last month. Do you want more data there? So you increase a bit a little bit, maybe 10, 20%, these two actions that going to collide, like, two hydrogen atoms, and cause you're a dagger to explode. In the wrong direction, you will actually end up with fewer klicks due to a higher CBC and a limited budget. You also get fewer orders because that great keyword is about to get choked. By the new keyboard that you're testing, you lost have a higher, a cost because you just got more clicks with your orders, everything will go in the wrong direction, then most likely or jump inside your account. And look at you would be and probably end up pausing it because it got a class done order and your campaign is over Target a costume. You just pause it cuz you need to clean this up and then you go back and maybe do something dramatic like down babe, keeper day because it now it has an a costume 80% cuz we just spent more, we actually got fewer clicks on it.
Different your orders, but it would be doing great if it just had the budget in the room to get the clicks at the Target CBC.
So in summary be aware of this phenomenon of keyword choking, Begin by paying attention to your ad spend per keywords. If you're only budgeting or achieving a spend like / budget per key word of a few bucks, like an average, I have $5, didn't spend per key word per month. It might be time to break his keyboard down into smaller chunks in new campaign with their own dedicated budget, or potentially pause some so that you can have your best performers, get the visibility, they need anything further, maybe take some of your best keywords and put them into single key with campaign. So, this problem entirely be avoided with their own dedicated budget and their own dedicated play sympathetic.
Now if you'll excuse me, it's time for me to have this whole river to myself. I'll see you next week here in the PBC Den podcast. Have a good one.