Overview

In episode #349 of Helium 10, host Bradley Carr sits down with Amazon advertising veteran Liran Hirschkorn to unpack data‑driven PPC tactics, recent upgrades to Walmart’s ad platform, and the strategic advantage of building a direct‑to‑consumer (D2C) presence. The discussion delivers concrete steps sellers can apply today to tighten ad spend, capture new audiences, and diversify revenue beyond Amazon’s marketplace.

Key Points

• Metric‑Driven Decisions — Every bid adjustment or keyword addition should be tied to a measurable KPI such as click‑through rate (CTR) or advertising cost of sales (ACOS), using the last 30 days of campaign data as the reference point.
• Lifecycle Segmentation — Split campaigns by product stage—new launches, growth‑phase SKUs, and mature best‑sellers—to allocate budgets where they generate the highest return.
• Walmart Platform Refresh — New UI elements, expanded match‑type options, and bulk‑editing tools now let sellers mirror Amazon’s Sponsored Products structure on Walmart.com.
• D2C Brand Storefronts — Owning a website lets sellers capture first‑party customer data, test pricing without marketplace algorithms, and reduce dependence on Amazon fees.
• Buy with Prime Expansion — Integrating Amazon’s “Buy with Prime” on external sites offers Prime‑eligible shipping and checkout, driving higher conversion rates outside the Amazon ecosystem.
• Aggressive Negative Keyword Use — Systematically adding non‑converting terms prevents wasted impressions and protects overall ACOS.

How Liran’s PPC Strategy Works

1. Audit Existing Campaigns — Export the most recent 30‑day performance report, then flag any keyword with an ACOS > 30 % and a CTR < 0.5 %. For a kitchen‑gadget seller, the keyword “silicone spatula” might be spending $120 while delivering only two sales, signaling a pause or bid reduction.
2. Build Tiered Campaign Architecture — Organize ads into three layers:
   • Brand‑wide campaigns targeting high‑volume generic terms (e.g., “organic tea”).