Today Mike is joined again by Steve Patenaude the closest thing this show has to a PPC detective to open a case that starts with a boring question and ends somewhere much more interesting: which of your products is actually earning the sale?
Amazon has retired the old sponsored product reports. The drag-and-drop builder that replaced them looks like extra homework, and it is but it also hands you two columns the old reports kept apart: the ASIN that was advertised, and the ASIN that was purchased. Put those side by side and the account stops looking like a list of products and starts looking like a set of relationships.
Steve found it while doing something ordinary. He was tightening up CM1, CM2 and CM3 to set targets product by product, and the numbers refused to sit still - cross-sales were everywhere, in an account with no parent-child variations at all. In the episode he and Mike build two reports out of that: one that shows what share of each ASIN's ad revenue was really a cross-sale (one product in the sample: 94%), and one that lands on a number almost nobody calculates correctly - true organic sales, business report revenue minus same-ASIN ad sales minus the sales that product picked up as somebody else's halo.
You'll also hear why total ACoS per product is usually wrong in both directions, what a 0% same-ASIN product is telling you, the loss-leader SKU trick that pulls shoppers onto a listing, and the stock-out that tanked a hero product's sales - except the hero product was never the one doing the work.
We'll see you in The PPC Den!
🦡 Highlights
00:00 – Intro with Steve Patenaude
02:50 – The end of the old sponsored product reports
03:43 – The new drag-and-drop report builder
04:29 – A client mystery: per-product profit targets
06:52 – One report for sponsored products, brands and display
07:22 – Advertised product ID vs converted product ID
07:59 – The most common total ACoS miscalculation
09:01 – The size of the halo without parent-child variations
09:31 – The non-hero ASIN driving the traffic
12:39 – A lookback window longer than 60 days
13:04 – Report 1: cross-sale share by advertised ASIN
14:42 – The reasons behind click A, buy B
15:48 – The cross-sale engineered on purpose
17:38 – The meaning of a 0% same-ASIN product
19:52 – The wrong way to read total ACoS per product
22:19 – Report 2: the true organic sales formula
23:16 – The share of product B's sales that PPC earned
27:04 – A rank drop misdiagnosed after a stock-out
28:26 – 100% organic vs 10% organic: the levers
30:09 – Three dashboards from the new reporting tool
Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Steve Patenaude Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno
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