Scale Insights (Amazon PPC software) X Asgard's Amazon scrapers.
We partnered with this amazing team to build the most accurate keyword rank tracker on the market. And here's the crazy part: any PPC software like Scale Insights that we give ranks data to made 5-10x more money than what they paid us for the data.
Let me explain why.
Ranks are the BIG missing piece
Most PPC softwares rely only on brand analytics, SQP.. all the 1st party data. But ranks is a BIG missing piece that they don't have.
When I first started, I was an id*ot. I had 0 initial thought of "how would this make revenue to a PPC tool" in the Amazon field. Now I know exactly which datapoints are tied directly to $s. The rest, I let them go.
Rank data is one of the ones tied directly to dollars. Here are the 3 important moments where ranks matter.
❶ Before you change bids/budgets
⤷ Spot SQP & other high-converting keywords where you have low organic rank, then push PPC there instead of guessing.
This is keyword mining with intent. You find the keywords that convert but where you're not ranking organically yet, and you point your ad spend exactly there. No guessing.
❷ While campaigns are running
⤷ If a keyword's organic and sponsored ranks both reach #1, you're paying for sales you'd get organically. Cut bids & reallocate.
This is ad cannibalization, and it silently wastes adspend on thousands of keywords. If you already own the organic top spot, why pay for the sponsored one on top of it?
You can make automations out of this too:
⤷ if my organic rank goes lower than 5-10th, increase my bid by Y%
⤷ if my organic rank reaches 2-5th, lower my bids by Y%
❸ After you optimize
⤷ Run aggressive bid/budget changes on your core set (say 100 keywords), then track how many of those & related long-tail keywords move up organically, stay the same, or drop to a worse position than where they started.
This is how you measure whether your PPC actually moved the needle on organic rank, not just short-term sales.
Every action ties back to money
These are actions that directly result in either cutting wasted adspend, increasing sales, or measuring how to allocate PPC budget for brands.
It's actually crazy NOT to do this. Not only did their software make better PPC decisions because of this data (more money for their brands), but the tools also profit from charging brands for each keyword they track. It compounds when millions of keywords are tracked daily.
What I learned building this
I learned a ton about PPC myself through this partnership:
⦿ From mining the new SQP keywords with good conversions but not much rank yet >> bring sales directly
⦿ Tracking when both sponsored and organic ranks reach the top (ad cannibalization) >> cutting the wasted adspend on 1000s of keywords
I learned not just WHAT is needed, but WHY it's needed. Because any data that doesn't make or save money for sellers is bs.
So now, with all the PPC / retail media optimization softwares we're onboarding, I kind of act like an FDE at Palantir. Not just a hands-off data provider.
In case you need some data that you currently don't have: