#468 - Amazon & Walmart PPC Strategies, Dayparting, & Improving Organic Rank

In this special TACoS Tuesday in SSP episode, let’s dive into the world of Amazon and Walmart PPC together with our expert guest Jocelyn Jeffries, Senior Manager for Retail Media at Pacvue. Our guest is an experienced professional managing $50 million in ad spend annually. Let’s listen to her insights, tips, and answers to our community’s questions about PPC asked live.

In episode 468 of the Serious Sellers Podcast, Bradley and Jocelyn discuss: 

• 01:33 – Let’s Meet Our Guest Jocelyn
• 02:25 – Managing $50 Million In Ad Spend Annually
• 04:21 – A New AI Innovation That Pacvue Released
• 07:10 – Jocelyn’s Favorite PPC Metrics
• 08:08 – How Do You Get New To Brand Data For Sponsored Product Campaigns
• 09:27 – What Are The Benchmarks For NTB Data?
• 12:53 – A Weird Situation With PPC And Attributed Sales
• 13:57 – How To Use PPC To Improve Your Organic Rank
• 16:34 – Tip When You Are Targeting Top Of Search
• 17:35 – Running PPC Campaigns After Missing The Honeymoon Period
• 19:41 – PPC Tips And Insights For Amazon Europe
• 20:45 – How To Use Day Parting In Your Campaigns
• 22:46 – PPC Sales Increased But Organic Sales Stays The Same
• 24:32 – PPC Strategy For Walmart.com
• 28:03 – Rolando Joins Us To Ask His Question Live
• 35:31 – How To Get In Touch With Jocelyn And Pacvue

► Instagram: instagram.com/serioussellerspodcast
► Free Amazon Seller Chrome Extension: https://h10.me/extension
► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life)
► Learn How To Sell on Amazon: https://h10.me/ft
► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos

Transcript

Bradley Sutton:

Today, we’ve got somebody on the show who manages over 50 million in an annual PPC spend who’s gonna be answering a lot of your questions, such as, how did you Day Partying, how to advertise on Walmart, how to launch and get organic rank from PPC and more. How cool is that? Pretty cool. I think

Bradley Sutton:

We know that getting to page one on keyword search results is one of the most important goals that an Amazon seller might have. So track your progress on the way to page one and even get historical keyword ranking information and even see sponsored ad rank placement with keyword tracker by helium 10. For more information, go to h10.me/keywordtracker. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show that is our monthly tacos Tuesday show. TACoS Tuesday, where we talk anything and everything PPC related, whether it’s on Amazon or Walmart, or even off Amazon and Walmart. We can take your questions on PPC, on other platforms potentially as well. So every month we bring on a special guest. And so without further ado, I’m gonna bring her on here, Jocelyn from Pacvue. How’s it going, Jocelyn? Good,

Jocelyn:

How are you?

Bradley Sutton:

I’m doing just delightful. And what do you do at here at Pacvue

Jocelyn:

I am on our kind of managed service consulting team, so I’m actually guiding strategy for some of our largest enterprise clients which is very fun. We work with really cool brands, you know, across, you know, self-service, managed, et cetera. And we have a lot of fun, but really mapping out the entire strategy for the year, and we’re pretty deep partners at that kind of level where we’re involved in the retail side and the you know, promotions and merchandising and all of that kind of aspect when we’re that deep into the relationship with the client.

Bradley Sutton:

Have any rough, like, cool figures you can throw out, like, Hey, I manage one gazillion dollars worth of spend per month every day, or something like that. That impressive.

Jocelyn:

Yeah, I probably manage about 50 million in ad spend through the year, which is very cool. You know, when you’re up to that level of budget, you get to do a lot of fun stuff, a lot of testing, a lot of learning. You know, I love a good test and learn. That’s kind of my thing at this point. Whether that’s, you know, testing new, creative testing, new audiences kind of addressing some larger, you know, brand initiative questions. You kind of get to do that, some of that when you start getting up to the higher budgets, which is certainly fun for someone like me.

Bradley Sutton:

Okay. What platforms are you knowledgeable on? I’m obviously Amazon, but are you currently, you know, running any campaigns on other platforms, be it Walmart, Instacart, et cetera?

Jocelyn:

Yeah, so I manage campaigns on Amazon, Walmart, Criteo, Instacart, DoorDash.

Bradley Sutton:

What’s the one you said before Instacart?

Jocelyn:

Walmart, Criteo.

Bradley Sutton:

What’s that?

Jocelyn:

Criteo is like Target, CVS shipped a bunch of the smaller retailers. They don’t have their own networks but that’s how Target does a lot of their advertising. So pretty much Jenny and everything I’ve done some campaigns on, which is fun. Obviously Amazon’s the biggest and has the most opportunity to learn and whatnot. But I do have experience in pretty much every retail media site.

Bradley Sutton:

I love it. I love it. I don’t, so at least one of us knows what they’re doing here. All right. So you know, I wanted to show this quick video. We just launched something at Pacvue yesterday. Now you tell me, how do you say this? Like, I’ve known about this film festival and stuff for like, years. How do you actually say, is it Cannes? Cannes?

Jocelyn:

I think it’s Cannes. Cannes Lions can

Bradley Sutton:

Cannes. Okay. Well, I’m, I’m just gonna go with that. But at the Cannes Film Festival,

Jocelyn:

Think it’s all real name, but most people call it Cannes.

Bradley Sutton:

All right, well, people don’t come to me for your Instacart advertising, nor your French word pronunciation, but everything else you can come to me for. But anyways, let me show this video really quick for everybody to see, like this really cool, kind of like AI innovation that Pacvue has launched. Maybe, maybe I can even ask you a couple of questions about it if you know. So let me just go ahead and throw up this video for everybody to see in 3, 2, 1. Here we go.

(Video):

Pacvue Excel copilot is industry’s first natural language generative AI for commerce built directly into Microsoft Excel. You can query all of your PAC view data in one place with prompts, like, show me my top campaigns by ad spend. Pacvue Excel Co-pilot can also generate pre-formatted dashboards. Co-Pilot can reduce the time it takes to produce these reports from hours to just minutes. Now teams can spend their time on critical thinking, discussion and strategy. All of these charts can be automatically generated into a prebuilt PowerPoint alongside the relevant analysis. Learn more about Pacvue Excel Co-pilot and Pacvue AI today.

Bradley Sutton:

Wow, pretty cool. So basically if I’m under, I haven’t seen this in action, so what it seems like it’s kind of like, hey, I can threw in a prompt like enter, say hey, like, Hey, show me this metric combined with this, make an Excel chart for it, or something like that. Or am I on the right track here?

Jocelyn:

Yeah, that’s exactly what it really does, and it’s a pretty powerful tool. You know, I think of that’s really how we think when we’re looking at reporting and looking at performances. You’re thinking in questions like that of what’s got the most efficiency, what has the highest conversion rate, things like that, where it’s gonna take some time to man either manually pull that or to, you know, shift through Excel files and whatnot to generate that. So it’s a much more like, I think, natural way to approach reporting. And it makes it so much easier and really kind of mirrors the way you’re thinking with the way performance is, is able to be displayed and makes reporting so much easier and so much time being saved. I think that’s what probably a lot of us who are hands on the keyboard are really doing is reporting out to your stakeholders, reporting out to your boss, reporting out to your client, whoever it is. A lot of what we do is, you know, the storytelling of reporting and performance. And so this makes it a lot easier to do at a lot quicker of a pace.

Bradley Sutton:

What are some of your favorite, maybe more under the radar metrics? You know, we’re talking about reporting, we’re talking about analytics and things. I mean, you know, everybody I’m sure looks at ACoS, you know, most people nowadays look at TACoS, which is the name of this show. But what are some other things that, that you, that’s important to you? Like what would you say is the next thing that people need to be looking at? You know your CVR or your ROI, your RoAS? Like what’s your star metrics?

Jocelyn:

Yeah, I think, you know, return is what most people use when they’re looking at performance, and that’s obviously important. You know, you need the kind of the one-to-one efficiency of what that ad spend is generating for you. But I also enjoy looking at new to brand percentage and subscribe and save. Those kind of are the two opposite ends of, you know, the, the full funnel, you know, where you’re kind of living in the middle, when you’re focused entirely on return, you’re look living in like the, just what is the revenue that’s being generated? You’re not looking at the long-term impact of how many new customers am I bringing into my brand or my store? And how many of tho