vikas gandhi

[vikas gandhi @vkgjain]

@arindam___paul In short it is called “Dhandha”

[vikas gandhi @vkgjain]

@Aiden_Tech_Ai Need

[vikas gandhi @vkgjain]

@Simply__Digital Print

[vikas gandhi @vkgjain]

@elonmusk Like if y'all came here to see more comments on Q

[vikas gandhi @vkgjain]

@AmitAgarwal Hi,
Reaching out to get an issue resolved with respect to delivery for my diwali gift hampers that I ordered for someone. Highly disappointed with Amazon's experience. Amount deducted, product not received, tracking says delivered, customer support not assisting with resolution.

[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[Arindam Paul @arindam___paul]

One frequently asked question I get is how to divide budget between search and display on Amazon

Where there is no one size fit all answer to this, here is what I usually follow

a) When you start, allocate almost 100% to search. Find keywords which are highly relevant to your product. While they are still generic, they are also specific enough to what you are selling. Eg: “ceiling fan” is a generic keyword, but”remote controlled ceiling fan” is a specific generic keyword. In the beginning, allocate almost 100% budget to these specific generic keywords. Once you exhaust, start testing the pure generic keywords

b) Once you reach a certain scale with search, start experimenting with display. But do targeted display. You can target your brand viewers, category viewers etc. Display usually have a much lower CPC, but also poorer conversions. So take calls basis the CPC*Conversion rate metric. So if your search CPC is Rs 20 and conversion of x and your display CPC is Rs 5 and conversion is x/3, you are better off increasing spends on display

c) Once you are amongst the top 3-4 players in the category, your search and display split has to mimic the consumer behavior in the category. And Amazon Pi gives you all the details here. Go to Audience Planning Insights. Check the audience size in the selected subcategory( Level 2). You can get the size for both searchers( people who arrive at a product by searching) and browsers( People who browse through category banners and filters to arrive at product). If there are 2M searchers and 1 M browsers, then your search to display ratio also should be 2:1 unless of course you see a drastic difference in your CPC and conversion rates between Search and Display

Once the broad allocation is done, then you can keep optimizing and making changes dynamically.

Sometimes CPCs in search gets crazy high due to irrational spending and bidding. In those months, better to increase allocation in display to maintain overall ACOS

[vikas gandhi @vkgjain]

@the_alex_d_ Ideas

[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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[vikas gandhi @vkgjain]

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