In this part 2 session Brian Johnson brings us the latest 2017 Amazon PPC roundup on the updates from Amazon and what it means to your keyword optimisation and amazon ads. Brian has been in ecommerce for 11-12 years, was a student of AMS2 (Amazing Selling Machine 2) and with his engineering background he delves into testing everything. Big Sellers approach Stimulating Rank not just with PPC but also with Giveaways Going after main keywords in their niche and in top 5 in five countries They don’t feel the need to fill out the backend keywords as they are focussed on their main top 2-3 keywords and giveaways They know how to get there and so haven’t focussed on the backend Most Sellers don’t know how to use advertising A lot of Sellers don’t know how to use advertising The common belief is I’m going to turn on advertising, I’m going to pay Amazon for Traffic that will result in Sales and that’s what advertising is – Brian disagrees with that Brian teaches that you understand your advertising objectives, is it launch, target audience, adjust for profitability Figure out who your target audience is so that you can focus in your organinc product listing for ranking the best for organic rank and to be highest relevance for the phrases that attract the audience and perform the best for your target audience....   Go here for extended notes