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This workflow outlines how to use Nozzle's data to determine whether you should focus on attracting new to brand customers and, if you do, how to go about doing it using Helium 10 and Amazon PPC

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Scroll down to Sales Distribution Chart

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In this example, the number of repeat customers (blue bar chart) buying from the Seller in any given month are roughly double the number of NTB (green bar chart). This suggests that the brand has strong base of loyal customers, and is likely very profitable.

However the brand lacks growth coming from NTB customers and if it doesn't do anything, the size of the customer base will stagnate and the business can face decline in the long term.

A strategy to attract NTB customers is needed.

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We want to see whether there's a big enough gap between how profitable an average customer is on the first purchase vs how much it costs to acquire an average customer. We call this the "First Purchase Profitability Gap".

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In this case the profitability gap is $18.74 ($30.38- $11.64). This indicates a large gap between what you're paying to acquire a NTB ($11.64) and how profitable you are on their first purchase ($30.38).

This means there is an opportunity to invest in NTB and still break even on the first purchase. In this case, the Seller could double their CAC to $23.28 and still break even.

Ideally this should be done at an individual ASIN level for all ASINS to help with ASIN prioritization ad budget allocation. However most sellers have too many ASINs to make this practical. In this case we would recommend doing this for the "hero" ASINs and then on a category level for the rest of the ASINs.

In the next section, we're going to show you some strategies how to increase NTB customers using Amazon PPC and Helium 10.

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We are going to use Cerebro by Helium 10 (there are many other keyword research tools out there) to find out the most relevant and high search volume keywords. For this example, we're going to focus on Home & Kitchen category, specifically pillow covers.

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There are multiple approaches to conduct keyword research. In this example we are using tool called "Cerebro" by Helium 10- Reverse Product Lookup Tool. Enter around 3 ASINS (you can enter up to 10 ASINS) of your main competitors to quickly see all the relevant terms that your competitors rank for.

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Filters we like to use:
"Phrases Containing" - Use this filter if you want to show phrases that contain entered keywords
"Position (Rank)"- Use this filter to identify what keywords are your competitors ranking for
"Search Volume"- Filter for keywords within a certain search volume range to find the keywords that are searched most often.

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To find the most targeted keywords, we want to look for all phases that contain "pillow".

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This metric indicates how many times shoppers search that particular phrase each month.

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Below is an example of a reverse ASIN lookup for "pillow cases". In the results, there are a variety of keywords with decent search volume that the products ranks for. Generally we are trying to find keywords with at least 1000 searches per month.

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Keep in mind that high search volume keywords are more competitive and therefore more expensive in CPC terms. If your budget is limited you might want to focus on keywords with lower search volumes or long tail keywords that are less competitive and therefore have lower CPCs.

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Make sure you add your keywords to:

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In the previous steps we identified the most relevant and important keywords. Now we'll use them in PPC.

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We suggest you to have 5-10 keywords in the campaign (try to split them based on search volumes).

If you would like to keep your campaign targeted as much as possible use "exact match type". If you would like to keep it broader and would like to target other versions of the keyword use phrase or broad match type.

15.

If you are already targeting some of the chosen keywords elsewhere, we suggest you to split the most important / high search volume keywords from your other keywords by creating a separate campaign. This will give you a better budget control, segmentation and data readability. If you chunk your high search volume/ important keywords into 1 campaign with another 50 or more keywords, most of the keywords will get suffocated and they won't get any impressions/ clicks and you could be missing out on sales coming from your secondary / lower volume keywords.

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Generally we suggest:
1 Portfolio per product

1 Ad group per campaign (to better control your budget)
Keep branded keywords separate from non-branded keywords
Keep match types also separate (e.g. keywords with exact match type in one campaign, broad or phrase match types in other campaign)

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Why? To gain top of the page placement for increased exposure, and utilize custom ad copy to promote product features or unique brand messaging.
Use the same keywords that we identified earlier and create Sponsored Brand campaign.

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If you have video assets available, we recommend creating Sponsored Brand Video campaign as well. Videos are getting very popular. Amazon is working to increase the placements for Video ads so use the advantage of that. Videos are great to tell your brand story and reach more Amazon customers.

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Another tactic would be focusing on stealing the customers from your competitors by using Product Targeting ads (ASIN targeting).
The ads can be placed on specific product and category pages that you pick.
You could also create ads that target brands that are likely to have very high traffic. These listings are likely to provide you with more exposure, which is exactly the aim here.

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ASIN Targeting (Product Targeting) is available in Sponsored Products, Sponsored Brands, Sponsored Brand Video, Sponsored Display so use them all if your budget allows you so.
While all campaign types can help you drive sales, they reach customers at different touch points and in different ways. They all have different placements, therefore utilising all is a great way to increase visibility and build brand recognition.

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To make the most out of the increased traffic from the previous steps, create views remarketing campaign. Views remarketing allows you to target people who have viewed your products but have not purchased from you.
To see how to create Display Views Remarketing campaign click here.

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