Why PPC Is the Secret to Recovering a Failed Product Launch

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In this episode of the E-Commerce Coffee Break Podcast, Carly McMillen, co-founder of PPC Farm, unpacks the critical strategies for recovering failed product launches.
She discusses the world of Amazon advertising, exploring how targeted PPC campaigns can transform struggling products and unlock hidden sales potential for online sellers.
Topics discussed in this episode:
Why understanding your product's unique selling point is crucial for marketing success
How PPC campaigns can reveal unexpected use cases and target audiences
What Amazon's AI (Rufus) can tell you about your product listing gaps
Why sellers should give their product launch at least 90-120 days before declaring failure
How rebranding and repositioning can dramatically improve product performance
What metrics to analyze when a product launch isn't working
Why comprehensive market research precedes successful product launches
How agencies like PPC Farm help sellers diagnose and fix marketing challenges
What Amazon's changing landscape means for new and existing sellers
Why omnichannel presence is more important than ever for e-commerce brands
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Timestamps:
0:00 Intro: Carly McMillen of PPC Farm joins the podcast
1:00 Mistakes: Common errors in recovering failed launches
3:00 Analysis: Using data to identify failure points
5:00 Relaunch: Strategies for repositioning products
6:30 Case study: Rebranding ketone ester as a niche product
8:00 Optimization: Importance of refining listings before PPC
9:30 Insights: Discovering opportunities with PPC data
10:40 AI: Leveraging Amazon's AI for better targeting
12:00 Timelines: Faster relaunches with existing data
13:30 Niches: Best fit for products with diverse uses
15:00 Onboarding: Understanding client goals per product
18:00 Challenges: Competing in a crowded Amazon market
19:30 Clients: Ideal brands have traction or omnichannel presence
21:00 Pricing: Revenue-based PPC fee structure
22:30 Final note: PPC as part of holistic strategy + free trial
23:30 Closing: Find PPC Farm and connect with Carly McMillen
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*DISCLAIMER/DISCLOSURE: Any information or advice we give is purely based on our own experience and research. There is no guarantee as there are many variables that will impact your success. Everything stated should be taken as an opinion. Some of the links on this page are affiliate links, meaning, at no additional cost to you, we will earn a commission if you click through and make a purchase. This video contains paid promotions such as product placement, sponsorships, or endorsements. We feature sponsored interviews with guests who paid an appearance fee that supports the maintenance of the channel and podcast. Thank you for your support!
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