How to Use Amazon Reports to Drive Growth

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Hello
everyone, and welcome to the webinar.

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Today we are covering
how to use Amazon reports to drive growth.

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My name is Heather Eastman.

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I am the Kaspien Content Marketing Manager
and our speakers today you'll notice

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that we have a slightly different lineup
in the emails that you received.

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It said Matt
Brady was going to be one of our speakers.

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Unfortunately,
he is out sick today, so we have

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Jeremy Rossow has
graciously offered to step in.

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He is our digital marketing manager
and then we also Kenley Seefeld

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She is our partner, success manager
and Jeremy and Kathy,

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why don't you go ahead
and just introduce yourselves briefly

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and talk about your experience at Kaspien
and your background

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perfect. Thanks, Heather.

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Hi, everyone.

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I'm Jeremy.

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I'm the digital marketing
manager here at Kaspien.

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I've been with

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Kaspien for about five years.

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All that time
spent in the marketing department,

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wearing a few hats, working on paid
advertising, listing content,

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and helping out with some of our software
development as well.

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I'm currently the digital marketing
manager overseeing our teams that manage

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all things listings.

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Within the catalogs for the brands
that we manage, as well as the team

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that manages
all of our Amazon advertising.

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Awesome.

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And I am Kenley

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I've been with Kaspien for four years.

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Actually,
today is my four year anniversary,

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so kind of exciting day to be here
doing this, but have six total combined

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years of experience in account
and project management in e-commerce

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and as a current partner success manager.

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On our agency side, I work closely
with some of our enterprise brands

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to grow their revenue

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and brand awareness
through a lot of the data driven insights,

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goal setting and tailored recommendations
that we will be talking through today.

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And previously I worked
as an account manager on a retail side,

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so a lot of similar work, but just kind of
a different way of looking at it.

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So I'm very familiar with a lot of what
we're talking through here.

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Excellent.

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Thank you so much.

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And again, Jeremy, thank you so much
for stepping in at the last minute to

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to help host this webinar.

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We're very excited.

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And just a couple of quick
housekeeping items.

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You got a welcome message
that said that you will receive

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a recording of this webinar at the end
or I'm sorry, sometime tomorrow.

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So we will make sure to send that
recording out to you.

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Also, if you have questions,
we do have a live Q&A session

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at the end of this webinar.

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So make sure you put those questions
in the chat.

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We will ask Jeremy and Kenley those
questions at the end if you have any.

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And then let's go ahead
and just take a look at what we plan

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to cover in this webinar.

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So first, a little background
about Kaspien and our Amazon marketing

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experience.

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We were founded in 2008
as a third party seller.

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We grew into $1+ billion seller,
and we now have in-house teams

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who are dedicated to helping our partners
achieve similar results.

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Our mission is to accelerate
brands growth on top online leading

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marketplaces.

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And that's kind of the idea behind
these webinars is we're here to educate,

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promote updates
that are happening

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in the e-commerce retail space,
and really just go over things

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you should know
to help you find that success on Amazon.

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So today we're going to be talking about
some of those backend Amazon

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performance metrics, which metrics
you should be tracking for growth

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in your business, how to spot areas of
opportunity, and then using those metrics

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to improve, kind of talking through
which levers to pull.

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If you're seeing certain things
and basically how to use those backend

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reports
to really drive growth in your business.

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So without further ado, I will allow
Jeremy and Kelly to take it away

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Perfect.

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Thank you, Heather.

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So this presentation, we're going
to kind of split it up into three parts.

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As I mentioned, the agenda first part here
is we're going to take a look

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at which metrics really determine
growth of your brand

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on Amazon and other marketplaces and how
you should be looking at those metrics.

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And maybe most importantly,
where you can find

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find those metrics within the platform.

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So as we go through the presentation
here, again, we're going to be talking

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about a lot of different metrics

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and we're going to be looking at it
primarily from the Amazon

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advertising lens, but then also
from your total business lens as well.

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And so we've listed out here a few of

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some of the available metrics
that we really use to track growth.

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Now, when we think about growth, typically
we're thinking about orders,

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sales, units,

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you know, kind of the obvious metrics

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that would point to
is my brand sales growing on Amazon.

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What we really want to do with this
presentation here is dive one layer deeper

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and kind of look at these secondary
or alternative metrics that,

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you know, maybe we're not tracking
as closely as we should be,

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but really kind of how we can use those
to get an idea

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of what's really happening
with our brands.

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Performance on Amazon

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So some of the metrics we're going to dive
into throughout this presentation

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on the advertising side,
we're going to look at impressions.

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You know, how many eyeballs are my ads
getting in front of. impression share?

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So what percentage

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of the market is seeing your ad?

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What percentage of your ads are placing

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in which positions in the search on Amazon

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clicks?

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How many relevant clicks
are we driving to our listings?

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Again, revenue is going to be just sort of
in the backdrop of this presentation

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and then ACOS.

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So how efficiently are we we advertising
and what does our ACOS tell us about

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what's actually happening
with our brand on Amazon?

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Yeah, and we'll also be looking at it

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kind of from a little bit of a
zoomed out lens

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to just from a business perspective.

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And that would include,
of course, the business report,

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specifically looking at it
by ASIN detailed sales and traffic.

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And that report is going to give you
a ton of information,

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including things like page views,
sessions,

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unit volume, buy box, etc.

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So there's going to be a lot of important
things to be looking at in that report

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that would kind of show you where else
you should go to continue

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digging into things to find out
what's doing really well, what's not.

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So just

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a couple of the call outs on those reports

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would be that the business reports
and Amazon

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sometimes can look a little bit inflated
because they show booked sales.

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That means they do not factor in returns.

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And currently it includes unshipped
sales.

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So any order sitting in a customer's cart
or that's ready to ship,

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it hasn't been paid for yet.

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It will show up in that number.

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So always expect
just a little bit of variable between that

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and what you'll actually see
at the end of the month.

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But it's still a very great way
to track throughout the month

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what's going on for the most accurate
look at ship sales

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you want to look at your payments report
which I can touch on later.

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But couple of other key callouts

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that we should be

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tracking our page views
and that's the number of visits

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your store receives
within a certain time period or

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or your listing receives
within a certain time period.

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And each view is counted separately.

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So if a customer is coming
to three separate pages in your store,

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for instance,

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that would be three separate page views
but if they're coming to your listing,

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say, five times,
that's going to be five page views.

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So those are important to keep track of
and sessions are as well.

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And that's the total number of visitors
to your page within a given time period,

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usually 24 hours. So

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we'll also get into why sessions
are important a little bit later.

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And then another huge thing
to be looking at is conversion rate.

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That's
how many people are coming to your page

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and actually purchasing when they do that.

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We'll also go into how to find that later
and how to calculate that

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and then branded search
volume is another thing to be looking for

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and that's just kind of keeping an eye
on brand awareness.

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You want to be thinking about

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if people are searching
for your brand outside of seeing your ads

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so you can do that by tracking the volume
of branded searches

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to see if you're growing or shrinking
in the Amazon landscape.

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And Jeremy will get into that a little bit further
later of where

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to track those metrics

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awesome.

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Thank you, Kenley.

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So let's take a dive into
just some of these metrics

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and we'll sort of talk about,
you know, what they really mean

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and then some things
to look out for here. So,

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you know,
you can have good metrics or you can

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you can be trending positively in
in some areas.

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But there might still be red flags
that you want to be aware of

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and take a deeper dive into.

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So the top three metrics we listed
here, again, are probably the three

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that most brands are familiar
with tracking, looking at channel revenue

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or their total revenue,
how they're trending year over year.

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Same thing with ad revenue
you know, how is that trending?

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Is it flat year
over year or is it declining?

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And then again, ACOS. is ACOS raising
showing

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that we're getting less efficient
with our with our advertising

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but some of the ones we've listed
below are ones that are, you know,

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typically pretty good indicators
that there might be, you know, other

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problems, even if we're not doing poorly
in the three metrics above.

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So they might be some different
leading indicators that trouble

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could be on the way.

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So, you know, buybbox
percentage is one that we

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especially as a third party seller
we take keen interest in.

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But as a brand selling yourself or,
you know,

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in any exclusive relationship
with the brand,

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this is something that you should pay
very close attention to.

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It can be a very troubling indicator

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that sales may be declining

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and give you some insight into
what might be going on

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with some of the other sellers
alongside you on your channel

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page.

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Views declining as well.

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You know, looking at it

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from more of the organic side
versus the advertising side,

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it's pretty easy with your ads
to see if your impressions or clicks

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or going down you know, this can indicate
that you're getting less

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less eyeballs on your ads,
less traffic to your listings.

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But tracking page views
is really going to help you understand

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what's going on organically.
With your brand.

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If your total page views are going down,

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you know, in conjunction, what's going on
with your advertising as well,

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that just might be an indicator

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that there is less organic interest
for your brand for whatever reason.

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And so that's something

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we want to keep a close eye on
so that we can make adjustments as needed.

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Unit session rates

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or what can be considered conversion rate
is another thing to keep a close eye on.

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So this is again, how many units
we're selling per unique sessions.

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We're getting to our listings.

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So as we're getting
unique shoppers

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engaging with our brand

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is our conversion rate

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again, organic conversion
rate increasing are declining.

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So really important metric
to keep an eye on as well.

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Kind of flies under the radar
but really want to keep a close eye on

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if we are converting unique shoppers
as they interact with our brand.

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And then again, fewer brand searches,
as Kenley mentioned, you know, if our brand

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is shrinking in volume on the Amazon
landscape, that's definitely a red flag.

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So how can we promote our brand,
not just our our individual ASIN

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to make sure that we're continuing
to carve out significant market share

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against our competition.

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So those are some of the signs
to keep an eye out for.

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You'll notice in the the
the top right corner here,

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throughout this presentation
are including where we can find

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all these metrics

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that we we talk through because we know
there's going to be a lot of them so

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you'll see you'll see a list of where
you can find all these and we'll kind of

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make note of those on which ones are which
and how you can track them.

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So again, we can use the sales dashboard
under the business reports to track our

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total sales daily, weekly, monthly,

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whatever the time frame of interest is.

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The campaign report in the advertising
portal is a great way

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to look at our

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performance by ad type

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to see if we are growing in sales,
if our ACOS is improving

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or declining, if our impressions
are improving or declining

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00:12:42,997 --> 00:12:43,465
sales and

238
00:12:43,465 --> 00:12:46,810
traffic would be the location
under the business reports

239
00:12:46,810 --> 00:12:50,489
where you can look at page views
and unit session percentage by ASIN

240
00:12:51,359 --> 00:12:54,035
to really get a good idea
of what's going on at your product level.

241
00:12:55,038 --> 00:12:57,580
And then the last one here,
the search query performance report

242
00:12:58,383 --> 00:13:00,791
is a new beta report

243
00:13:00,858 --> 00:13:04,604
that is under the brand analytics section

244
00:13:04,604 --> 00:13:07,815
In seller central, that's
what that image below here is

245
00:13:07,815 --> 00:13:11,093
and it actually links to a

246
00:13:11,093 --> 00:13:14,036
a new page
where you can look at searches or queries

247
00:13:14,036 --> 00:13:17,046
by keyword for your brand.

248
00:13:17,046 --> 00:13:19,990
And so it's really insightful to show you

249
00:13:21,127 --> 00:13:23,468
oh, you know, at a week over week

250
00:13:23,468 --> 00:13:26,746
interval what search terms you are

251
00:13:26,746 --> 00:13:30,492
improving for as far as impressions,
clicks add to cart etc.

252
00:13:30,492 --> 00:13:33,904
So we'll give a close up
view of that later on in the presentation.

253
00:13:33,904 --> 00:13:34,840
But it's a really,

254
00:13:36,044 --> 00:13:36,312

255
00:13:36,312 --> 00:13:40,593
cool feature that's going to help
track your keyword performance

256
00:13:40,593 --> 00:13:43,135
for your brand holistically.

257
00:13:44,339 --> 00:13:45,543
Awesome. Thanks, Jeremy.

258
00:13:45,543 --> 00:13:48,219
That's all super helpful information.

259
00:13:48,219 --> 00:13:51,296
Excited to keep checking out
more of that beta program that they've got

260
00:13:51,296 --> 00:13:52,433
with those search analytics.

261
00:13:52,433 --> 00:13:54,975
So everyone go check those out if you can.

262
00:13:56,380 --> 00:13:56,848
All right.

263
00:13:56,848 --> 00:14:00,126
In this next section
we'll be getting into is using the metrics

264
00:14:00,126 --> 00:14:02,668
that we've just talked about, high level

265
00:14:03,270 --> 00:14:07,016
as it relates to boosting visibility,
engagement and conversions.

266
00:14:07,685 --> 00:14:09,826
So kind of getting into the meat
and potatoes here

267
00:14:11,833 --> 00:14:14,575
and Jeremy,
I'll let you kick it off with visibility

268
00:14:16,449 --> 00:14:17,251
perfect. Thank you.

269
00:14:17,251 --> 00:14:22,737
So when we talk about visibility,
we're as sellers on Amazon,

270
00:14:22,737 --> 00:14:24,877
we want to think about this in two ways.

271
00:14:25,747 --> 00:14:28,958
Visibility not only for the shoppers
who are interacting with our brand

272
00:14:28,958 --> 00:14:31,901
and our products,
but visibility for the algorithm.

273
00:14:31,968 --> 00:14:35,112
So making sure that we are thinking
about our listings,

274
00:14:35,112 --> 00:14:38,457
thinking about our ads in a way
that we are getting

275
00:14:38,457 --> 00:14:41,735
the best possible placements
and putting ourselves in a position

276
00:14:41,735 --> 00:14:46,752
to rank highly on the search
and get the best ad placements so,

277
00:14:48,090 --> 00:14:49,294
you know, there's

278
00:14:49,294 --> 00:14:53,040
a couple of different things that we
we can do that we'll cover throughout this

279
00:14:53,040 --> 00:14:56,384
this presentation here to talk about
how we can improve

280
00:14:57,522 --> 00:15:00,131
both our listings
and our advertising to address,

281
00:15:01,335 --> 00:15:03,609
you know, some of the metrics
and kind of how

282
00:15:03,609 --> 00:15:06,954
things might be trending along the way.

283
00:15:07,355 --> 00:15:08,559
So, you know, some of the metrics

284
00:15:08,559 --> 00:15:10,834
that we want to look at
as far as visibility goes,

285
00:15:11,971 --> 00:15:15,516
you know, search ranking, again,
using the reports

286
00:15:15,516 --> 00:15:20,333
that are available to us either
in the brand analytics dashboard,

287
00:15:21,336 --> 00:15:25,149
the search analytics dashboard,
which I alluded to in the previous slide

288
00:15:26,019 --> 00:15:28,159
see which keywords are ranking for, see

289
00:15:28,159 --> 00:15:31,170
where ASINS are ranking

290
00:15:31,236 --> 00:15:34,648
over a given period of time
to make sure that we are continually

291
00:15:34,648 --> 00:15:38,327
improving our placement in order to try
and grow our channel sales.

292
00:15:39,331 --> 00:15:41,672
Again, visibility
means getting eyeballs on our listings.

293
00:15:41,672 --> 00:15:44,615
So our impressions increasing

294
00:15:45,552 --> 00:15:47,893
you know, impressions share.

295
00:15:47,893 --> 00:15:50,837
What percentage of impressions
are we getting on keywords

296
00:15:50,837 --> 00:15:54,181
that can all be found in these search term
impressions, share report

297
00:15:54,984 --> 00:15:57,258
and the Amazon advertising portal

298
00:15:58,998 --> 00:15:59,934
again sessions

299
00:15:59,934 --> 00:16:03,078
From a business perspective,
how many unique shoppers are we getting

300
00:16:03,078 --> 00:16:05,085
to our listings over a given date range?

301
00:16:06,088 --> 00:16:09,835
And again, that's on the detail
page and sales traffic report.

302
00:16:11,440 --> 00:16:13,647
And Jeremy, there's it seems like there's

303
00:16:13,647 --> 00:16:16,792
many types of impressions, especially

304
00:16:16,792 --> 00:16:19,802
just getting eyeballs on pages
and eyeballs on ads.

305
00:16:19,802 --> 00:16:22,544
Are our all impressions
kind of created equal?

306
00:16:23,949 --> 00:16:25,220
Yeah, that's a great point.

307
00:16:25,220 --> 00:16:26,558
And certainly they're not.

308
00:16:26,558 --> 00:16:28,966
And we, you know, we know that,

309
00:16:29,903 --> 00:16:32,646
you know, the top search results

310
00:16:33,314 --> 00:16:35,455
on the search on the SERP,

311
00:16:36,057 --> 00:16:38,465
you know, can garner
up to 70% of conversions.

312
00:16:38,465 --> 00:16:41,476
So really it's all about getting in those

313
00:16:41,476 --> 00:16:45,289
top three or four placements
if you're running sponsored product ads,

314
00:16:46,626 --> 00:16:49,102
if you're winning the sponsored
brand placement versus

315
00:16:49,102 --> 00:16:52,714
getting a secondary carousel placement
at the bottom of the page

316
00:16:54,386 --> 00:16:55,858
you know, placing on the first page

317
00:16:55,858 --> 00:16:58,400
versus placing your ad on a product
detail page.

318
00:16:59,671 --> 00:17:01,945
There's huge and tremendous value

319
00:17:01,945 --> 00:17:04,822
in getting those high value

320
00:17:04,955 --> 00:17:06,895
placements as far as your ads go.

321
00:17:06,895 --> 00:17:09,772
Same thing with your organic,
you know, impressions

322
00:17:10,307 --> 00:17:13,250
getting on the first page
versus on the third page is going to make

323
00:17:13,786 --> 00:17:14,588
a huge difference.

324
00:17:14,588 --> 00:17:18,736
So it's not only about
just tracking the number of impressions,

325
00:17:18,736 --> 00:17:23,485
but really seeing where those
impressions are

326
00:17:23,485 --> 00:17:26,696
landing can give you really big insight
into just how things are trending.

327
00:17:26,696 --> 00:17:30,375
So that's why we usually pair impressions
with impressions share

328
00:17:31,446 --> 00:17:33,453
because impression
share will really give you

329
00:17:33,453 --> 00:17:37,600
that true, true value
of what your impressions are driving.

330
00:17:39,339 --> 00:17:40,008
And how should

331
00:17:40,008 --> 00:17:43,487
brands look at impressions
versus impressions share?

332
00:17:44,089 --> 00:17:45,761
Like which one?

333
00:17:45,761 --> 00:17:48,236
I think most people seem
to be tracking impressions, but

334
00:17:48,972 --> 00:17:52,384
relative to impressions, share like
how should we be talking about

335
00:17:52,384 --> 00:17:55,461
that with with brands
as they're evaluating

336
00:17:55,862 --> 00:17:58,805
the success of their ads
or even just their goals

337
00:17:59,541 --> 00:18:03,488
of which one they want to grow like
which ones do they focus on growing more?

338
00:18:04,224 --> 00:18:04,759
Right. Yeah.

339
00:18:04,759 --> 00:18:08,973
And when it when it comes down to it,
you know, our focus is always to drive

340
00:18:08,973 --> 00:18:10,311
those top of search impressions.

341
00:18:10,311 --> 00:18:13,656
So you know,
pulling those total per sessions

342
00:18:14,392 --> 00:18:18,272
you know, combining that
with your percentage of top of search.

343
00:18:18,272 --> 00:18:20,948
That's really the figure
that we want to take a look at

344
00:18:21,817 --> 00:18:24,158
because we do know
that it drives the bulk of the

345
00:18:25,363 --> 00:18:25,831

346
00:18:25,831 --> 00:18:28,841
performance for sponsored products.

347
00:18:28,841 --> 00:18:32,119
And so you know, there's a few things
that we can do to

348
00:18:32,119 --> 00:18:34,260
to help increase that percentage,

349
00:18:35,263 --> 00:18:39,946
you know, optimizing our listing content
to not only make our ads more relevant,

350
00:18:39,946 --> 00:18:43,491
but to also help them place
higher organically,

351
00:18:44,494 --> 00:18:46,434
making sure
that we're targeting the right keywords.

352
00:18:46,434 --> 00:18:49,177
So again, you may be getting
a lot of impressions on a keyword

353
00:18:50,113 --> 00:18:53,458
but if those impressions are low value,
then, you know,

354
00:18:53,525 --> 00:18:56,201
we don't really want to be spending
a lot of our ad budget on that,

355
00:18:57,405 --> 00:19:00,415
making our bids more competitive
sometimes it's

356
00:19:00,415 --> 00:19:03,492
just a matter of getting outbid
on a super relevant search term.

357
00:19:03,492 --> 00:19:05,566
So continuing to play around

358
00:19:05,566 --> 00:19:08,376
and experiment is kind of where
that sweet spot is with your bids,

359
00:19:08,710 --> 00:19:12,389
where you're balancing out your return
versus your your high value impressions

360
00:19:13,393 --> 00:19:13,794
or trying

361
00:19:13,794 --> 00:19:17,942
Another means of targeting. If keyword
targeting, you know, is not working out.

362
00:19:18,343 --> 00:19:21,286
Taking a look at targeting ASINs

363
00:19:21,286 --> 00:19:24,430
targeting shoppers by category,

364
00:19:24,430 --> 00:19:27,507
you can be effective at trying to garner

365
00:19:27,507 --> 00:19:29,916
more high value impressions
than what we're currently receiving

366
00:19:32,391 --> 00:19:32,658

367
00:19:34,063 --> 00:19:34,464
awesome.

368
00:19:34,464 --> 00:19:36,806
That all makes sense.

369
00:19:38,144 --> 00:19:42,224
and then as I mentioned before, this is
the search query report that is in beta.

370
00:19:42,960 --> 00:19:45,101
Really great information
that's presented on here.

371
00:19:45,101 --> 00:19:49,716
So we can see for a given brand
just which search query we are

372
00:19:51,389 --> 00:19:52,794
ranking for. what

373
00:19:52,794 --> 00:19:55,001
the volume of those search terms are.

374
00:19:56,138 --> 00:19:58,011
Again, are our brand share.

375
00:19:58,011 --> 00:19:59,884
So how much we're

376
00:19:59,884 --> 00:20:03,162
showing for what percentage
we're showing for any given search query,

377
00:20:04,166 --> 00:20:07,711
what percentage of clicks
we're getting for any search query and I

378
00:20:07,711 --> 00:20:11,524
apologize is cut off on the right here,
but even how many ad to carts

379
00:20:11,524 --> 00:20:13,063
we're getting for any given search query.

380
00:20:13,063 --> 00:20:17,076
So again,
just showing here while impressions

381
00:20:17,812 --> 00:20:20,555
you know, we can see kind of
what our impression share is on there.

382
00:20:20,822 --> 00:20:21,759
We also want to take a look

383
00:20:21,759 --> 00:20:24,301
and see what our click
sharing our add to cart share is so

384
00:20:24,970 --> 00:20:27,512
we can really make decisions on

385
00:20:27,512 --> 00:20:31,258
which keywords
actually are getting the higher conversion

386
00:20:31,258 --> 00:20:35,071
rate and are being the most profitable
for for our brands as we monitor this.

387
00:20:36,275 --> 00:20:38,416
And in looking at this,

388
00:20:39,687 --> 00:20:41,626
is there anything else
that you'd recommend

389
00:20:41,626 --> 00:20:44,704
brands look at for categories

390
00:20:44,704 --> 00:20:47,915
to make sure that they're placing
in the right categories?

391
00:20:48,517 --> 00:20:53,065
Because, for instance, I could just see
if someone got re categorized

392
00:20:53,065 --> 00:20:55,273
and they kind of have an overlap,
say they've got

393
00:20:56,811 --> 00:20:59,420
maybe, maybe pool gates or something,
for instance,

394
00:20:59,420 --> 00:21:02,698
that does apply to kids and child safety,

395
00:21:03,033 --> 00:21:05,842
but it's more in the

396
00:21:05,842 --> 00:21:08,986
home category and tools and improvement

397
00:21:09,521 --> 00:21:11,796
than it is in baby,
but there is some overlap.

398
00:21:13,067 --> 00:21:16,144
Is there a way to look at this
report and filter it by category

399
00:21:16,144 --> 00:21:21,094
or to take another report into account
that might provide some larger context

400
00:21:21,228 --> 00:21:25,041
if it's not making sense
with the given category that it's in?

401
00:21:25,710 --> 00:21:27,048
Yeah, that's a great question.

402
00:21:27,048 --> 00:21:30,995
And the most important report on
that one would be the brand analytics

403
00:21:30,995 --> 00:21:33,336
within your Amazon advertising platform.

404
00:21:34,205 --> 00:21:38,286
And so again, that would allow you to look
at your brand performance by category,

405
00:21:39,289 --> 00:21:41,363
particularly with your

406
00:21:41,363 --> 00:21:45,377
your brand branded terms in general,
and just see which

407
00:21:46,380 --> 00:21:50,260
which subcategories or specific categories
you are seeing traction in

408
00:21:50,260 --> 00:21:53,404
or which ones you might be losing market
share in.

409
00:21:53,404 --> 00:21:55,946
And so, yep, that's a great question.

410
00:21:55,946 --> 00:21:59,224
That one is a little bit more category
brand specific.

411
00:21:59,224 --> 00:22:03,505
Where is this report here is going to give
you your specific search query results.

412
00:22:04,174 --> 00:22:04,776
Awesome.

413
00:22:04,776 --> 00:22:05,512
Cool.

414
00:22:08,322 --> 00:22:09,860
All right.

415
00:22:09,860 --> 00:22:13,071
And another important piece in all of this
is making sure that you have

416
00:22:14,208 --> 00:22:16,148
created visible listings for yourself.

417
00:22:16,148 --> 00:22:19,359
So a couple of the kind of obvious ones

418
00:22:19,359 --> 00:22:21,433
are having good keywords in the title,

419
00:22:22,303 --> 00:22:25,179
having strong bullet points,
a clear description

420
00:22:26,116 --> 00:22:28,524
and then some of the lesser known ones
Are backend

421
00:22:28,524 --> 00:22:32,805
search terms,
include A-plus content, and high resolution

422
00:22:33,006 --> 00:22:37,287
images and video,
there's a video slot.

423
00:22:37,287 --> 00:22:40,832
But a couple of simple tips
before I kind of dive in further here, but

424
00:22:41,167 --> 00:22:44,846
use all of the imagery slots
you have available to you,

425
00:22:46,117 --> 00:22:48,057
show the product

426
00:22:48,057 --> 00:22:50,465
against a plain white background,
but then include

427
00:22:51,669 --> 00:22:55,014
include helpful lifestyle
imagery, play to people's hearts

428
00:22:55,014 --> 00:22:56,151
if you can get any picture.

429
00:22:56,151 --> 00:23:00,232
You know, in this case with a dog
and a cute kid and a bright field

430
00:23:00,232 --> 00:23:05,048
or something like to use that
to your advantage so people like to have

431
00:23:05,048 --> 00:23:09,129
an emotional connection with your brand
and they want to learn about the product.

432
00:23:09,129 --> 00:23:12,607
So use the space to do both or use
some of those other lifestyle

433
00:23:12,607 --> 00:23:16,487
imagery down in the content
but this listing looks awesome.

434
00:23:16,487 --> 00:23:17,691
They've got strong bullets.

435
00:23:17,691 --> 00:23:20,501
They've got the extra information here

436
00:23:20,501 --> 00:23:23,377
that a customer could just quickly high
level look and just see

437
00:23:24,447 --> 00:23:27,324
you know, item
weight, item form, that kind of stuff. So

438
00:23:28,996 --> 00:23:33,478
another thing too to call out with keywords
in the title would be to put your first

439
00:23:35,017 --> 00:23:35,351
any of

440
00:23:35,351 --> 00:23:39,097
your most important messages
or keywords in the first 50 characters.

441
00:23:39,432 --> 00:23:42,910
And the reason being
is that on the search results page,

442
00:23:43,245 --> 00:23:46,857
a lot of times these titles get cut off,
especially if you're shopping on mobile

443
00:23:46,857 --> 00:23:49,198
or an iPad
or just something with a smaller screen.

444
00:23:50,269 --> 00:23:53,078
So you want to make sure that any
that your customer is getting

445
00:23:53,078 --> 00:23:57,092
to see the most important words
if all they get to do is glance at it

446
00:23:57,092 --> 00:23:58,095
as they're passing by.

447
00:23:58,095 --> 00:24:01,908
So use that to your advantage
with with your titles

448
00:24:03,581 --> 00:24:04,985
with the bullet points.

449
00:24:04,985 --> 00:24:09,267
Again, it's use this space
but don't overword them.

450
00:24:10,136 --> 00:24:14,618
It's better to just have condensed
important information here.

451
00:24:15,755 --> 00:24:18,364
And we know that these are indexed
by the algorithm.

452
00:24:18,364 --> 00:24:22,579
Same for the title and description
in search terms.

453
00:24:22,579 --> 00:24:25,656
But in this case,
you just really want to kind of play

454
00:24:25,656 --> 00:24:29,134
to the human aspect of this too, and
realize that people don't read in depth

455
00:24:30,338 --> 00:24:31,074
super long.

456
00:24:31,074 --> 00:24:31,609
So if you want to

457
00:24:31,609 --> 00:24:33,817
get your most important bullets
in the first three

458
00:24:33,817 --> 00:24:36,359
and then get your next two in the bottom
ones,

459
00:24:36,359 --> 00:24:39,570
you'll typically have a better chance
of converting or at least keeping

460
00:24:39,570 --> 00:24:43,048
the customer there long enough to continue
reading and learning about your product.

461
00:24:45,523 --> 00:24:46,059
Let's see.

462
00:24:46,059 --> 00:24:49,805
So backend search terms,
this is something that you can always

463
00:24:49,805 --> 00:24:54,354
be using and checking, and this would be
something that would tie into the report

464
00:24:54,354 --> 00:24:58,434
that we previously just talked about,
where you can see where you're placing

465
00:24:59,036 --> 00:25:02,381
relative to other brands
with some of those search terms.

466
00:25:02,782 --> 00:25:04,187
And so you can include them in the backend

467
00:25:04,187 --> 00:25:07,264
of your listing and see if you start
getting more traction.

468
00:25:08,268 --> 00:25:10,074
One thing I would caution in doing

469
00:25:10,074 --> 00:25:13,753
this is the potential for re
indexing your listing

470
00:25:14,221 --> 00:25:18,569
you want to make sure to kind of slow roll
this and test things out a little bit.

471
00:25:18,569 --> 00:25:21,245
So if you wanted to say

472
00:25:22,248 --> 00:25:23,787
try updating a bunch of keywords

473
00:25:23,787 --> 00:25:28,202
for all of your entire catalog,
I'd say pick your top ten ASINs.

474
00:25:28,537 --> 00:25:32,283
And then of those, try
the bottom, you know, three to five

475
00:25:32,684 --> 00:25:35,560
and experiment with this a little bit
because those are the ones where you will

476
00:25:35,560 --> 00:25:38,504
actually see measurable difference
in doing something like this.

477
00:25:39,440 --> 00:25:42,517
But try putting in some new keywords,
give it a two week test

478
00:25:42,517 --> 00:25:45,193
and just see, hey did those Start
showing up more places.

479
00:25:45,461 --> 00:25:47,200
Did we get more traction?

480
00:25:47,200 --> 00:25:50,478
What else did it affect before
you roll it out to your whole catalog?

481
00:25:51,950 --> 00:25:54,558
Because there's a chance
if you put a ton of search terms in

482
00:25:55,629 --> 00:25:59,174
that aren't relevant, you know, Amazon
may say, hey, this listing

483
00:25:59,174 --> 00:26:01,850
might apply in a different category
and they look at it that way.

484
00:26:01,850 --> 00:26:05,931
So you want to be a little careful there,
but there is a huge chance to optimize

485
00:26:06,399 --> 00:26:11,750
positively here if you do it right and
do it in a measured in a measured way. So

486
00:26:13,891 --> 00:26:15,229
see, another thing

487
00:26:15,229 --> 00:26:18,306
to do to promote your listings

488
00:26:18,306 --> 00:26:21,718
is to just make sure
that they've got great reviews

489
00:26:22,052 --> 00:26:24,995
people tend to click if if there's
if you on the search results page

490
00:26:24,995 --> 00:26:28,808
and there's multiple items there
that kind of look similar.

491
00:26:28,808 --> 00:26:31,150
And there's a couple
that are really highly reviewed.

492
00:26:31,150 --> 00:26:33,290
People are going to go
for the highly reviewed one.

493
00:26:33,759 --> 00:26:35,966
So make sure you've got good
reviews there.

494
00:26:36,434 --> 00:26:39,244
And if your product is newer,
you can get those by enrolling

495
00:26:39,378 --> 00:26:42,656
in a program like Vine

496
00:26:43,124 --> 00:26:44,930
and you can

497
00:26:44,930 --> 00:26:48,475
you just need to be careful
about any kind of review generation.

498
00:26:48,475 --> 00:26:51,486
You cannot ask people
to give you positive reviews.

499
00:26:52,221 --> 00:26:53,827
So that's a big no no with Amazon.

500
00:26:53,827 --> 00:26:57,305
But the longer your product is here,
the more reviews it'll get.

501
00:26:58,175 --> 00:27:03,192
And so having historical
influence to also matters. So

502
00:27:04,597 --> 00:27:05,065
another way to

503
00:27:05,065 --> 00:27:08,544
get your page boosted
too would be to see or to run a coupon.

504
00:27:08,945 --> 00:27:11,554
And so that way
you get additional visibility not only on

505
00:27:11,554 --> 00:27:14,430
the search engine results page,
but on the coupon page.

506
00:27:15,166 --> 00:27:18,176
And when you go on your brand story,
you'll also be able to see a little

507
00:27:18,511 --> 00:27:19,180
coupon running.

508
00:27:19,180 --> 00:27:22,525
So it essentially has an extra little flag
for customers

509
00:27:22,525 --> 00:27:25,535
to say like, hey,
what about that product and click into it.

510
00:27:25,535 --> 00:27:27,943
So there's lots of tips to get

511
00:27:29,549 --> 00:27:32,559
to make your listing visible
and get more people to click into it.

512
00:27:32,559 --> 00:27:36,572
So a description is another thing
that isn't talked

513
00:27:36,572 --> 00:27:40,319
about a lot because it typically
will get replaced with A-plus content.

514
00:27:40,586 --> 00:27:44,466
However, your product description
still remains with your listing.

515
00:27:44,466 --> 00:27:49,082
It just may not be visible, but it's still
being indexed by Amazon

516
00:27:50,152 --> 00:27:51,022
as far as we know.

517
00:27:51,022 --> 00:27:55,303
So I would say take advantage
of that space to, write something up.

518
00:27:56,172 --> 00:27:59,049
And in some listings
it appears still in addition

519
00:27:59,049 --> 00:28:03,732
to the A-plus content, but some
it gets replaced with A-plus content.

520
00:28:03,732 --> 00:28:07,076
But either way, optimize your listing
with both.

521
00:28:07,344 --> 00:28:15,639
Take advantage of the full shelf
space there and sell your product.

522
00:28:15,639 --> 00:28:19,786
And then kind of in the same vein here,
inspiring your buyers.

523
00:28:21,325 --> 00:28:23,733
Some of the considerations
you want to be thinking,

524
00:28:24,001 --> 00:28:25,138
thinking through

525
00:28:25,138 --> 00:28:28,951
is now that you've gotten your customers
to see your listing and read it,

526
00:28:28,951 --> 00:28:32,496
you want to inspire them to buy
and to stay as a customer with you.

527
00:28:33,098 --> 00:28:33,767
Long term.

528
00:28:33,767 --> 00:28:38,048
So now's your chance to really show off
your products with great imagery.

529
00:28:38,784 --> 00:28:42,263
Again, video's really important,
especially as people are moving

530
00:28:42,263 --> 00:28:45,541
more and more towards
just video content in general.

531
00:28:45,541 --> 00:28:50,424
So to have a video on a listing,
it needs to be a minute or less.

532
00:28:50,558 --> 00:28:53,367
But again, for attention span purposes,
I would say

533
00:28:53,769 --> 00:28:58,117
probably the sweet spots about 30 seconds,
but if you've got a full minutes

534
00:28:58,117 --> 00:29:01,328
worth of great content added on there,
people will definitely watch it

535
00:29:03,201 --> 00:29:05,475
and then an added benefit to of adding

536
00:29:05,676 --> 00:29:10,091
a video onto your listing
is that it can reduce return rates

537
00:29:10,626 --> 00:29:13,971
because people either know
what they're getting the first time

538
00:29:13,971 --> 00:29:15,041
or if they had any questions

539
00:29:15,041 --> 00:29:17,315
they got answered,
or if they bought your product

540
00:29:17,315 --> 00:29:19,657
and there was any reason
they were unsure about it.

541
00:29:19,924 --> 00:29:23,470
They can refer back to that listing
watch the video and it typically will

542
00:29:23,470 --> 00:29:24,339
answer their questions.

543
00:29:24,339 --> 00:29:28,420
So there's so many benefits
to having videos other than just

544
00:29:29,423 --> 00:29:32,768
inspiring them and getting getting them
excited about your product.

545
00:29:32,768 --> 00:29:36,180
So that's an all around benefit
to including those.

546
00:29:37,852 --> 00:29:39,859
A-plus content is another huge one.

547
00:29:40,260 --> 00:29:43,605
This is kind of the chance
that you have to shine and show buyers

548
00:29:43,872 --> 00:29:46,147
your personality as a brand.

549
00:29:46,147 --> 00:29:48,956
A lot of things on
Amazon are very cut and dry.

550
00:29:48,956 --> 00:29:51,231
They need to be in a certain format

551
00:29:51,231 --> 00:29:54,308
and this is one of the areas that you kind
of have some creative freedoms

552
00:29:54,977 --> 00:29:58,991
to work within the modules
Amazon provides, but you can kind of

553
00:29:58,991 --> 00:30:00,395
format that how you want. So

554
00:30:01,533 --> 00:30:04,342
this brand did a beautiful job

555
00:30:04,342 --> 00:30:06,081
keeping with a certain color palette

556
00:30:06,081 --> 00:30:09,092
and kind of highlighting a couple of gold
specs here.

557
00:30:10,028 --> 00:30:12,236
And telling you a little bit
about themselves. But

558
00:30:13,373 --> 00:30:15,246
it's, it's, it did a good job

559
00:30:15,246 --> 00:30:18,524
balancing content with imagery.

560
00:30:18,524 --> 00:30:20,731
And so that's another thing

561
00:30:20,731 --> 00:30:23,340
that people won't

562
00:30:23,340 --> 00:30:26,350
often take the time to read a ton of text,
but they,

563
00:30:26,350 --> 00:30:30,699
they will be drawn to good imagery
and that will keep them reading text.

564
00:30:30,699 --> 00:30:35,515
So always go a little bit more text
heavy or excuse me, imagery heavy

565
00:30:35,916 --> 00:30:39,462
with rich images and high resolution
images. So

566
00:30:41,000 --> 00:30:42,940
and then connect your listings
to your brand store

567
00:30:42,940 --> 00:30:45,950
and make sure your brand store represents
you well.

568
00:30:45,950 --> 00:30:51,235
It adds credibility to your brand,
which helps with purchasing too. customers

569
00:30:51,235 --> 00:30:54,914
feel a lot more solid knowing that
they're purchasing from a legitimate brand

570
00:30:56,252 --> 00:30:58,058
who's up to date, who's got

571
00:30:58,058 --> 00:31:01,069
new products coming out,
who's got pretty imagery.

572
00:31:02,607 --> 00:31:04,146
And then the brand store would be

573
00:31:04,146 --> 00:31:07,290
another great place
where you can show off more videos.

574
00:31:07,825 --> 00:31:10,166
There's not going to be the same one
video limit there.

575
00:31:11,103 --> 00:31:13,979
And again, great lifestyle imagery,
and you can link those

576
00:31:13,979 --> 00:31:15,050
back to your other products.

577
00:31:15,050 --> 00:31:18,260
So all around, it's just a really,
really great opportunity for cross

578
00:31:18,260 --> 00:31:20,401
marketing, educating them

579
00:31:21,739 --> 00:31:24,147
and just getting them on board
with your mission.

580
00:31:24,147 --> 00:31:27,826
So those are multiple ways you can inspire

581
00:31:27,826 --> 00:31:29,499
your buyers.

582
00:31:31,974 --> 00:31:34,449
next would be engagement.

583
00:31:34,650 --> 00:31:40,001
And so we work through getting your
your listings visible,

584
00:31:40,135 --> 00:31:43,948
getting your buyers inspired,
and now you want to keep them engaged.

585
00:31:44,416 --> 00:31:48,631
And whether that's a first time buyer
or just a potential shopper

586
00:31:48,631 --> 00:31:52,444
or anyone who's returning to your brand,
you want to keep them engaged.

587
00:31:53,514 --> 00:31:53,915
And so

588
00:31:53,915 --> 00:31:56,725
some metrics that you can use to assess

589
00:31:57,728 --> 00:32:00,672
engagement is clicks,
click through rate and page views,

590
00:32:00,672 --> 00:32:03,080
which we've touched on before,

591
00:32:04,083 --> 00:32:07,026
and you can look through those
in multiple different ways.

592
00:32:07,026 --> 00:32:11,508
There's the brand store metrics page
that you can look at.

593
00:32:11,508 --> 00:32:14,318
You can look through your ad,

594
00:32:14,318 --> 00:32:16,124
through your campaign metrics.

595
00:32:16,124 --> 00:32:19,335
If you're running PPC ads,
or you can look on the business

596
00:32:19,335 --> 00:32:22,546
report and see just

597
00:32:22,546 --> 00:32:24,954
clicks and page views

598
00:32:25,088 --> 00:32:25,891
there as well.

599
00:32:25,891 --> 00:32:28,767
So multiple places
you can be looking for this information

600
00:32:30,640 --> 00:32:34,453
and pretty much yeah,
three different ways you can find them.

601
00:32:34,453 --> 00:32:37,798
But Jeremy is

602
00:32:37,798 --> 00:32:40,875
great at helping boost engagement

603
00:32:40,875 --> 00:32:42,949
and diving into some of this stuff.

604
00:32:42,949 --> 00:32:45,892
So I'll let Jeremy add any tidbits
he has here.

605
00:32:47,498 --> 00:32:48,300
Yeah. Thanks, Kenley.

606
00:32:48,300 --> 00:32:52,448
I think when we think about how shoppers
interact on Amazon,

607
00:32:52,715 --> 00:32:56,729
you know, we tend to think of it
as sort of a direct line where they search

608
00:32:56,729 --> 00:33:00,475
for something, they find the product
they're looking for and they buy it.

609
00:33:01,077 --> 00:33:04,957
And quite typically we're seeing that
that's not not the case.

610
00:33:04,957 --> 00:33:08,436
They're doing a lot of product research,
research

611
00:33:08,436 --> 00:33:11,914
within, you know, a certain niche
that they might be looking for.

612
00:33:11,914 --> 00:33:16,262
And so once a shopper gets to your detail
page,

613
00:33:16,262 --> 00:33:20,008
it's really important to make sure
that you are pulling every lever you can

614
00:33:20,008 --> 00:33:24,156
to keep them there or to at least
keep them within your brand's catalog.

615
00:33:24,156 --> 00:33:29,507
So again, with all the the items
Kenley mentioned about what you can do

616
00:33:29,507 --> 00:33:35,662
to keep them on your listing, you know,
using videos and an A-plus content to

617
00:33:36,665 --> 00:33:39,675
give more information about the product,

618
00:33:39,675 --> 00:33:42,685
you know, there's some other things you
can do from an advertising perspective.

619
00:33:43,756 --> 00:33:46,432
We highly recommend using

620
00:33:46,432 --> 00:33:49,174
product targeting campaigns
and sponsored display ads

621
00:33:49,174 --> 00:33:52,251
to cross-promote your own ASINs

622
00:33:52,251 --> 00:33:54,124
on any given product detail page.

623
00:33:54,124 --> 00:33:57,871
There can be at least two sponsored
display

624
00:33:57,871 --> 00:34:01,750
ad placements and a

625
00:34:02,152 --> 00:34:04,359
featured product
targeting for sponsored products.

626
00:34:04,359 --> 00:34:07,370
And then there are multiple carousels
of sponsored product ads.

627
00:34:07,370 --> 00:34:10,580
So by targeting your brand's own ASINs

628
00:34:11,450 --> 00:34:13,056
you can

629
00:34:14,260 --> 00:34:18,206
you know, more than likely than not,
you can cross-promote all of your products

630
00:34:18,206 --> 00:34:21,618
without letting competitors
come into your own product detail page.

631
00:34:21,618 --> 00:34:25,163
So if a shopper does decide
to look at a complimentary product

632
00:34:25,163 --> 00:34:29,110
or maybe sell a SKU that's a better fit
for what they're looking for,

633
00:34:29,712 --> 00:34:31,652
there's a higher likelihood
they're going to go to another

634
00:34:31,652 --> 00:34:35,465
product detail page in your brand versus
one of your competitors.

635
00:34:35,465 --> 00:34:39,211
So it's just another way to engage

636
00:34:39,211 --> 00:34:42,355
your shoppers, get them more familiar
with what products you offer

637
00:34:42,890 --> 00:34:47,105
and prevent them from wandering off
to another brand's listing to convert.

638
00:34:47,105 --> 00:34:49,446
So something that we highly recommend

639
00:34:50,383 --> 00:34:54,062
to try and up
that engagement across your portfolio

640
00:34:58,343 --> 00:34:58,878
all right.

641
00:34:58,878 --> 00:35:01,219
And then the last part
we're going to look at here is conversion.

642
00:35:01,219 --> 00:35:05,300
So again, making sure that once
they do find the right product

643
00:35:05,300 --> 00:35:10,451
that they do the shoppers do
convert on your brand.

644
00:35:11,588 --> 00:35:15,468
And so when we look at conversion rate,
you know, holistically across Amazon,

645
00:35:15,468 --> 00:35:18,612
we see that, you know, our average
conversion rate is roughly

646
00:35:19,147 --> 00:35:21,756
9.7%.

647
00:35:21,756 --> 00:35:23,964
You know, this is a,

648
00:35:24,365 --> 00:35:26,706
you know, something you can
you can kind of use.

649
00:35:27,041 --> 00:35:30,185
But again, we want you to keep in mind
that every brand is different.

650
00:35:30,921 --> 00:35:33,195
There's lots of different factors
that go into what

651
00:35:33,195 --> 00:35:35,469
makes up an average conversion
rate for a brand.

652
00:35:36,473 --> 00:35:40,085
You know, the higher
the price points, it might take shoppers

653
00:35:40,085 --> 00:35:43,497
more time to do product research
and make sure that, you know,

654
00:35:43,564 --> 00:35:47,109
they are getting the right product
at a larger purchase price.

655
00:35:47,979 --> 00:35:50,119
You know, products
with low prices, for example,

656
00:35:50,119 --> 00:35:51,725
they might have higher conversion rates

657
00:35:51,725 --> 00:35:55,738
because there's less friction
involved with making that transaction.

658
00:35:56,809 --> 00:35:59,217
You know,
products that maybe are ingestible

659
00:35:59,217 --> 00:36:01,960
shoppers might take a longer
look at because they want to make sure

660
00:36:01,960 --> 00:36:05,171
that they are getting a safe
and reliable product.

661
00:36:06,040 --> 00:36:07,311
So lots of different factors.

662
00:36:07,311 --> 00:36:10,522
Again, we would recommend you

663
00:36:10,522 --> 00:36:13,733
pull data, look at your own conversion
rates historically

664
00:36:14,469 --> 00:36:17,011
and kind of see what

665
00:36:17,011 --> 00:36:20,088
where you've been trending
and kind of find your own baseline there.

666
00:36:20,958 --> 00:36:24,235
Also, we'd recommend tracking your organic
and your advertising conversion rate

667
00:36:24,971 --> 00:36:27,313
oftentimes these are going to be
two very different numbers

668
00:36:28,115 --> 00:36:31,326
and it's good to know
how your conversion rates

669
00:36:31,326 --> 00:36:33,601
are tracking
on both sides of your business.

670
00:36:34,537 --> 00:36:36,678
So, you know, if you are seeing positive

671
00:36:36,678 --> 00:36:39,354
or negative trending on either side.

672
00:36:39,755 --> 00:36:42,431
And so again, the you know,
the easiest way to look at

673
00:36:42,431 --> 00:36:45,842
these conversion
rates the purchase product report

674
00:36:46,177 --> 00:36:50,057
for advertising can show you
how you're converting on each ASIN

675
00:36:50,926 --> 00:36:53,736
and then your sales dashboard can show you
how you're converting

676
00:36:54,539 --> 00:36:55,743
organically as well.

677
00:36:57,950 --> 00:37:01,027
And then Kenley here can talk through
an example of just one strategy

678
00:37:01,027 --> 00:37:02,767
that's worked for

679
00:37:02,767 --> 00:37:05,643
increasing the conversion rate
for one of the brands we've worked with.

680
00:37:06,780 --> 00:37:07,449
Yeah, yeah.

681
00:37:07,449 --> 00:37:10,660
All of that super great call outs,
especially

682
00:37:10,660 --> 00:37:12,667
the price point part
with the conversion rate.

683
00:37:13,938 --> 00:37:17,015
If you've got a $30 product,
so many more people

684
00:37:17,015 --> 00:37:20,694
will convert on that more easily
than say you have a $2,500 product.

685
00:37:21,029 --> 00:37:23,036
It just it really does

686
00:37:24,240 --> 00:37:28,789
take a little bit more decision
before buying the, the expensive one.

687
00:37:28,789 --> 00:37:32,334
So yeah, very important
to track your own history there

688
00:37:34,274 --> 00:37:35,545
but for,

689
00:37:35,545 --> 00:37:38,956
for boosting conversions,
this is something again

690
00:37:38,956 --> 00:37:41,231
that has multiple uses.

691
00:37:41,231 --> 00:37:41,900
This is a great way

692
00:37:41,900 --> 00:37:46,114
to educate your consumers
boost conversions and reduce return rate.

693
00:37:46,181 --> 00:37:48,857
So this example that we pulled

694
00:37:49,392 --> 00:37:52,670
is a particularly good one
where in the A-plus content

695
00:37:52,670 --> 00:37:55,479
you have multiple options of modules
you can choose.

696
00:37:56,081 --> 00:38:00,965
And one of them is a comparison chart
and you can put up to six products in it

697
00:38:01,433 --> 00:38:06,651
and cross compare and kind of cross market
your products and link them.

698
00:38:06,651 --> 00:38:10,664
So say a customer came to buy
this hinge and they realized,

699
00:38:11,869 --> 00:38:13,875
wait,
there's all these other hinges shoot.

700
00:38:13,875 --> 00:38:16,016
I don't actually know
which one is the right one for me.

701
00:38:16,016 --> 00:38:19,762
All of a sudden they could go
look at post type, gate gap, gate weight

702
00:38:19,762 --> 00:38:22,237
All their sudden
there's all these different metrics that

703
00:38:23,642 --> 00:38:27,120
they may not have even known that
they need to consider when buying this.

704
00:38:28,057 --> 00:38:31,067
And so you got to think of this
kind of from a 10,000 foot

705
00:38:31,402 --> 00:38:34,947
view of a customer who knows
not nearly as much about your brand,

706
00:38:35,348 --> 00:38:38,827
especially if you have a technical brand

707
00:38:39,095 --> 00:38:40,299
or anything Cosmetics.

708
00:38:40,299 --> 00:38:44,714
I just think this specifically
is really, really helpful in those cases

709
00:38:45,249 --> 00:38:47,657
or with apparel
where there's multiple measurements, but

710
00:38:48,794 --> 00:38:50,534
using this comparison chart is great.

711
00:38:50,534 --> 00:38:53,343
It also, again, brings
credibility to your brand

712
00:38:54,146 --> 00:38:58,293
and gets them to be on this page,
learn about it, and maybe they click on it

713
00:38:58,293 --> 00:38:59,899
and go to the other page
and convert there.

714
00:38:59,899 --> 00:39:02,441
But either way,
you got extra traffic to both pages,

715
00:39:03,310 --> 00:39:06,923
and I guarantee you, almost certainly
in this case that they'd probably go

716
00:39:06,923 --> 00:39:11,605
to your brand store to to learn about
all the other things you offer that these

717
00:39:12,876 --> 00:39:14,214
hinges might be attached to.

718
00:39:14,214 --> 00:39:19,699
So we've seen some real success here and I
highly recommend people taking the time

719
00:39:19,699 --> 00:39:24,516
to to build out their A-plus content
in a way that makes sense for their brand.

720
00:39:25,988 --> 00:39:29,065
But that's a strong selling point.

721
00:39:29,265 --> 00:39:31,540
Yeah, that's that's a
that's great information, Kenley.

722
00:39:31,540 --> 00:39:34,483
And one of thing we, we added on here
that I think sometimes gets

723
00:39:34,483 --> 00:39:37,627
overlooked is just simply making
sure your variations are set up properly

724
00:39:38,296 --> 00:39:41,106
and in a way that is easy
for your customers to shop.

725
00:39:42,042 --> 00:39:45,119
So just checking to make sure that the,

726
00:39:45,119 --> 00:39:47,661
you know,
if you've got a multi layer variation

727
00:39:47,661 --> 00:39:50,738
to make sure that it makes sense
for a customer who's looking for

728
00:39:51,943 --> 00:39:55,087
a size color for a product that you offer,

729
00:39:55,956 --> 00:39:58,833
it can be off putting
if the variations don't line up,

730
00:39:59,569 --> 00:40:03,649
if you have old variations
or sizes or colors

731
00:40:03,649 --> 00:40:07,797
that are showing that are just grayed out
because they're not available anymore.

732
00:40:07,797 --> 00:40:10,807
So just doing a quick audit of
that can be a huge way

733
00:40:10,807 --> 00:40:14,954
to make sure that the consumers experience
what they once

734
00:40:14,954 --> 00:40:17,563
they get to
your listing is a positive one.

735
00:40:18,366 --> 00:40:19,169
Yeah. Yeah.

736
00:40:19,169 --> 00:40:21,309
And actually kind of on that same vein,

737
00:40:22,179 --> 00:40:25,390
that's a you can apply the same
logic to your brand store

738
00:40:26,460 --> 00:40:27,330
there's some

739
00:40:27,330 --> 00:40:31,009
some brand stories that you can build out
kind of the dropdown menu.

740
00:40:31,812 --> 00:40:34,487
And it doesn't necessarily
make sense to do this for every brand.

741
00:40:34,487 --> 00:40:35,424
So again,

742
00:40:35,424 --> 00:40:38,836
look at your brand, your audience,
what kind of information might they need

743
00:40:39,973 --> 00:40:43,050
to make an educated purchase? But

744
00:40:43,050 --> 00:40:46,796
with the variations,
if you can vary like in this case by what

745
00:40:47,465 --> 00:40:50,274
material gate
each of these hinges could go on,

746
00:40:51,010 --> 00:40:53,485
that's another thing
that you might not have any idea

747
00:40:53,485 --> 00:40:57,031
as a customer
without previous history with this brand.

748
00:40:57,499 --> 00:41:01,580
But going to their store and seeing,
oh, there's different kinds for certain

749
00:41:02,449 --> 00:41:06,463
materials of vinyl
or plastic or metal, OK?

750
00:41:06,463 --> 00:41:09,139
And then you can click into those
and figure out, Hey, I have other gates,

751
00:41:09,473 --> 00:41:12,617
and then that's
how you earn a lifelong customer that way

752
00:41:13,085 --> 00:41:16,296
and get somebody educated
and reduce your own returns.

753
00:41:16,296 --> 00:41:17,233
There's just all around.

754
00:41:17,233 --> 00:41:19,374
There's so many benefits there.

755
00:41:19,374 --> 00:41:22,116
And typically once you've got a customer
that's interested

756
00:41:22,116 --> 00:41:25,260
and locked into one kind
of brand and sees how good,

757
00:41:26,264 --> 00:41:27,066
how good this brand

758
00:41:27,066 --> 00:41:30,277
is, you know, they'll continue
to purchase from you in the future.

759
00:41:30,277 --> 00:41:34,090
So I think that there's both short
and long term benefits here

760
00:41:34,826 --> 00:41:37,970
and just really makes for
a positive experience for the customer,

761
00:41:38,104 --> 00:41:42,251
which is the ultimate goal in addition
to obviously building revenue and

762
00:41:43,589 --> 00:41:50,479
and hitting goals for the brand.

763
00:41:50,613 --> 00:41:54,560
And then the last thing we just want
to talk about here in this section is just

764
00:41:54,560 --> 00:41:57,771
to sort of reframe the way we might think

765
00:41:57,771 --> 00:42:00,112
about how we would grow sales

766
00:42:01,116 --> 00:42:03,256
with all the information
that's just been presented.

767
00:42:03,256 --> 00:42:07,738
So, you know, a lot of the times we think
about we need to grow sales on Amazon,

768
00:42:08,073 --> 00:42:10,146
we need to look at acquiring
new customers,

769
00:42:10,146 --> 00:42:12,755
getting in front of more shoppers.

770
00:42:12,755 --> 00:42:16,568
And that's really the only way
that we can grow when in fact,

771
00:42:16,568 --> 00:42:20,849
if we turn all this information around
and look at it as a bottom up approach,

772
00:42:22,054 --> 00:42:23,525
there's a lot of opportunity

773
00:42:23,525 --> 00:42:26,803
to shore up what you have
already been doing with your strategy.

774
00:42:27,606 --> 00:42:30,215
And these are typically much more cost
effective

775
00:42:31,084 --> 00:42:35,165
and more profitable ways
to make short term improvements

776
00:42:35,165 --> 00:42:39,045
so again, if we think about starting
with the shopper's journey towards

777
00:42:39,045 --> 00:42:41,988
the end of the shopping experience,
you know, again,

778
00:42:42,724 --> 00:42:46,738
increasing that conversion rate by making
sure our content is fully optimized

779
00:42:47,607 --> 00:42:49,949
again some of the things
we talked about, about targeting

780
00:42:49,949 --> 00:42:53,762
our own brand ASINs through advertising,
whether that's through

781
00:42:54,631 --> 00:42:59,581
sponsored products or product targeting ads
or through sponsored display

782
00:42:59,581 --> 00:43:02,391
retargeting shoppers
who have already visited our listings,

783
00:43:04,264 --> 00:43:06,873
engaging with customers who have either

784
00:43:06,873 --> 00:43:11,622
reviewed our product in the past or again
using the tools

785
00:43:11,622 --> 00:43:15,101
available to ask for reviews
in a compliant manner.

786
00:43:15,837 --> 00:43:18,512
Again, the more reviews garners
more trust for the shoppers.

787
00:43:18,512 --> 00:43:19,917
Once they get to your listings,

788
00:43:20,988 --> 00:43:23,329
you know, any way you can engage
with your shopper.

789
00:43:23,329 --> 00:43:28,212
Again, with videos brands, store,
etc., these are all relatively free,

790
00:43:28,212 --> 00:43:31,624
very cost effective
means of increasing your conversion rate.

791
00:43:32,360 --> 00:43:34,902
And that's going to be the quickest way
that you can see an impact

792
00:43:34,902 --> 00:43:36,507
on your bottom line.

793
00:43:38,715 --> 00:43:39,584
Agreed.

794
00:43:39,584 --> 00:43:40,186
All right.

795
00:43:40,186 --> 00:43:45,136
So tying it all together, how do we use
those metrics to set some goals?

796
00:43:45,872 --> 00:43:50,421
This is very important for all brands
and should be an ongoing process.

797
00:43:50,421 --> 00:43:53,364
But there is some simple math here.

798
00:43:53,766 --> 00:43:56,910
And then again, depending on which goals
and what you're looking at,

799
00:43:56,910 --> 00:44:00,790
you can kind of make adjustments
and realize which goals impact each other.

800
00:44:00,790 --> 00:44:05,205
But a couple of ways to look at this
is this first one,

801
00:44:05,205 --> 00:44:07,747
which is to set
sales targets based on traffic.

802
00:44:09,285 --> 00:44:11,827
And that is pretty much as simple as

803
00:44:12,965 --> 00:44:15,774
I mean, when your universal goal
is to grow top line sales

804
00:44:17,313 --> 00:44:21,861
using using these metrics can make them

805
00:44:21,861 --> 00:44:24,872
make it become a more predictable
and mathematical process.

806
00:44:25,808 --> 00:44:30,892
So in this case,
if you knew that your pages received

807
00:44:30,892 --> 00:44:35,709
30,000 views on a monthly basis
and generate 200 K in revenue

808
00:44:36,444 --> 00:44:40,926
and your goal is to get to 300
K in revenue, a way to work towards

809
00:44:40,926 --> 00:44:44,405
that goal would be working towards
4500 page views.

810
00:44:44,405 --> 00:44:47,081
So you could be checking that

811
00:44:47,081 --> 00:44:50,091
and that won't necessarily equal the same,

812
00:44:50,091 --> 00:44:53,369
but that will get you closer
and could equal that.

813
00:44:53,369 --> 00:44:55,978
So it can be impacted
by several other things.

814
00:44:55,978 --> 00:44:58,319
But that's why it's also important
to take into account

815
00:44:59,055 --> 00:45:01,463
marketing, which Jeremy can speak to here.

816
00:45:03,269 --> 00:45:05,610
And then another
way we can look at some goal setting of,

817
00:45:06,079 --> 00:45:08,888
you know, through our, the lens
of, of advertising is,

818
00:45:10,226 --> 00:45:12,567
you know, if we have a set ad budget

819
00:45:12,567 --> 00:45:15,912
and we know that
what our return is on our ad dollars.

820
00:45:15,912 --> 00:45:18,655
So if we spend 10,000 a month,

821
00:45:18,655 --> 00:45:23,538
we get 50,000 in ad revenue, our return on
ad spend would then be a five.

822
00:45:23,538 --> 00:45:29,090
So if our goal is to then
get $100,000 in ad revenue, you know what,

823
00:45:29,425 --> 00:45:32,301
what should an ideal budget
be to reach that goal?

824
00:45:33,438 --> 00:45:36,583
You know, I think off the top
a lot of us would immediately think, oh,

825
00:45:36,583 --> 00:45:39,258
we just need to spend $20,000 a month
then to get

826
00:45:40,529 --> 00:45:42,068
to that $100,000 mark.

827
00:45:42,068 --> 00:45:44,208
But you know, one thing to keep in mind

828
00:45:44,208 --> 00:45:47,219
is that there's always going to be
a depreciation in our ROAS

829
00:45:47,219 --> 00:45:52,303
as we continue to increase our ad spend
and go for new customer acquisition

830
00:45:53,440 --> 00:45:56,517
very rarely will an extra dollar

831
00:45:56,517 --> 00:46:01,400
in ad spend produce the same return
as what you're trending at.

832
00:46:02,337 --> 00:46:03,407
The one situation.

833
00:46:03,407 --> 00:46:06,752
This might be the same as if your
campaigns are consistently out of budget.

834
00:46:07,688 --> 00:46:10,632
You know, you could very likely see a flat

835
00:46:10,632 --> 00:46:13,642
ROAS as you continue to increase
that ad spend.

836
00:46:13,642 --> 00:46:15,649
But, you know, typically
what's going to happen

837
00:46:15,649 --> 00:46:18,258
is as you increase your budget,
your ROAS will start to drop.

838
00:46:18,258 --> 00:46:23,743
So maybe it's going to take, you know,
$30,000 to to get $100,000 in ad revenue.

839
00:46:23,743 --> 00:46:26,218
So again, it's not a straight line.

840
00:46:26,218 --> 00:46:28,760
It's a little bit more of a

841
00:46:28,760 --> 00:46:30,366
in art mixed with the science here.

842
00:46:30,366 --> 00:46:33,443
But this all at least directional
may give you an idea

843
00:46:33,844 --> 00:46:36,654
of what it's going to take to to grow

844
00:46:37,925 --> 00:46:38,594
your channel

845
00:46:38,594 --> 00:46:41,671
through
the lens of advertising.

846
00:46:41,671 --> 00:46:43,678
Yeah and that's a that's a great call out.

847
00:46:44,280 --> 00:46:47,022
Another another thing
that we also look at with

848
00:46:47,022 --> 00:46:50,233
many brands is their goals too.

849
00:46:50,233 --> 00:46:51,504
And a lot of them have goals

850
00:46:51,504 --> 00:46:54,180
based around year over year or month over
month growth,

851
00:46:55,785 --> 00:46:59,264
either by channel revenue
or potentially just units sold.

852
00:47:00,267 --> 00:47:03,010
Sometimes it's contribution margin
that they're looking at

853
00:47:03,880 --> 00:47:06,087
or they're more specifically focusing on
something

854
00:47:06,087 --> 00:47:07,626
like the sales from the brand store.

855
00:47:07,626 --> 00:47:12,710
So that's where we would work with them
to increase traffic from both on and off

856
00:47:12,710 --> 00:47:16,389
Amazon to the brand store and set metrics

857
00:47:16,389 --> 00:47:19,667
there and other metrics too.

858
00:47:19,801 --> 00:47:22,476
It doesn't necessarily
have to be just top line revenue growth.

859
00:47:22,476 --> 00:47:26,423
You could be growing revenue from the top
and from the middle

860
00:47:26,423 --> 00:47:32,444
by looking at profitability
by ASIN, reducing returns, finding

861
00:47:33,246 --> 00:47:36,792
just making sure that your fees
are being calculated correctly

862
00:47:37,193 --> 00:47:39,869
and things aren't being overweighed

863
00:47:39,869 --> 00:47:43,080
or oversize and you're paying more
for them in storage than you should be.

864
00:47:43,080 --> 00:47:45,421
So there's tons of little ways to be

865
00:47:46,625 --> 00:47:48,565
checking that stuff to make sure
that you're

866
00:47:48,565 --> 00:47:51,843
not losing money in the middle
and you're still growing money in the top.

867
00:47:52,579 --> 00:47:56,124
And so there's multiple things
to be tracking.

868
00:47:56,124 --> 00:47:58,532
It's just a matter of kind of
which one is your goal.

869
00:47:59,469 --> 00:48:02,011
And then we can work either
backwards or forwards

870
00:48:02,479 --> 00:48:05,757
using math and metrics
with you towards that.

871
00:48:05,757 --> 00:48:10,975
So there's lots of ways to do it
and hopefully, hopefully talking

872
00:48:10,975 --> 00:48:15,055
through some of these today gave you
some ideas and conversation starters.

873
00:48:15,055 --> 00:48:20,407
But the next thing to look through
would pretty much be, is it working

874
00:48:20,407 --> 00:48:23,819
you know, is what you're doing
getting you where you need to go?

875
00:48:25,023 --> 00:48:26,896
And so this is where it's

876
00:48:26,896 --> 00:48:30,040
not always going to be an even A-B test

877
00:48:30,040 --> 00:48:33,786
just given the Amazon landscape
changes, stock changes, etc.

878
00:48:33,786 --> 00:48:37,733
But in general, I'd say
make a small change, wait two weeks,

879
00:48:38,669 --> 00:48:41,278
analyze those metrics

880
00:48:41,278 --> 00:48:42,950
and then kind of see from there.

881
00:48:42,950 --> 00:48:45,894
And specifically,
the way that I'm thinking of this is

882
00:48:46,295 --> 00:48:48,569
with SEO full content updates,

883
00:48:49,439 --> 00:48:52,316
you typically want to batch those out
and do it

884
00:48:52,784 --> 00:48:55,393
like I talked about earlier
by picking a couple of top ASINs

885
00:48:55,393 --> 00:48:58,670
and making changes
and then seeing in two weeks like

886
00:48:58,737 --> 00:49:01,279
how how are they placing on the search
engine now?

887
00:49:01,948 --> 00:49:03,152
What's our conversion rate?

888
00:49:03,152 --> 00:49:08,169
Did we see any change in sales
for any reason there?

889
00:49:09,106 --> 00:49:11,314
And then from there,
you'd want to start going

890
00:49:11,314 --> 00:49:14,123
through and changing product
descriptions or bullets.

891
00:49:14,123 --> 00:49:16,598
But typically you want to

892
00:49:16,598 --> 00:49:19,006
you don't want to do those all at once
if you can avoid it.

893
00:49:19,274 --> 00:49:22,084
And do your entire catalog all at once

894
00:49:22,084 --> 00:49:26,164
just to avoid any potential re indexing,
but just start it out.

895
00:49:26,164 --> 00:49:29,843
And if it's going smoothly, then you can
continue doing it in bigger chunks. So

896
00:49:30,847 --> 00:49:32,185
that would also probably apply

897
00:49:32,185 --> 00:49:34,927
in the marketing case,
wouldn't you say, Jeremy?

898
00:49:36,064 --> 00:49:37,804
Yeah, absolutely.

899
00:49:37,804 --> 00:49:40,546
It's all about
you know, trying new things.

900
00:49:40,546 --> 00:49:45,162
Don't be, you know,
not being afraid to test and retest.

901
00:49:46,567 --> 00:49:49,978
You know, the landscape is always changing
and you know, if you're if you're

902
00:49:49,978 --> 00:49:53,189
standing still and rolling out the same,
same strategy year over year,

903
00:49:54,193 --> 00:49:57,805
it's not likely you'll continue to see the
the same results

904
00:49:58,675 --> 00:50:02,488
you know, one thing I always keep in mind
as I'm working on strategy

905
00:50:02,956 --> 00:50:06,769
with my partners is if you can't
measure it, you can't improve it.

906
00:50:07,572 --> 00:50:11,385
And so before you start any of these
tactics, make sure you understand

907
00:50:12,455 --> 00:50:15,198
what your goal is,
what you're trying to improve,

908
00:50:16,736 --> 00:50:18,810
pull the right reports get the right data

909
00:50:18,810 --> 00:50:22,021
in front of you beforehand
so you know what your baseline is.

910
00:50:23,292 --> 00:50:24,563
Check and recheck and

911
00:50:24,563 --> 00:50:26,704
recheck again, how things are performing

912
00:50:27,640 --> 00:50:30,450
and if you need to make a change,
make a change,

913
00:50:30,784 --> 00:50:34,196
but you know, make sure that you are using

914
00:50:34,196 --> 00:50:38,678
the data presented to help you see

915
00:50:38,678 --> 00:50:40,818
what is actually going on
with your channel.

916
00:50:42,424 --> 00:50:45,233
You know, again, hopefully we've

917
00:50:45,635 --> 00:50:46,973
presented some options

918
00:50:46,973 --> 00:50:50,384
and as Kenley said,
created some conversation starters around

919
00:50:51,187 --> 00:50:54,130
different metrics and different ways
about looking at your business

920
00:50:54,130 --> 00:50:57,207
that maybe you're haven't thought about

921
00:50:57,207 --> 00:51:00,285
a lot outside outside of sales and unit
sales, etc.

922
00:51:00,285 --> 00:51:03,964
So a lot of a lot of good stuff in here.

923
00:51:03,964 --> 00:51:08,379
And hopefully we have sort of encourage
you to get a little bit deeper inside

924
00:51:08,646 --> 00:51:10,854
some of the data
within your Amazon channel.

925
00:51:14,466 --> 00:51:15,670
All right.

926
00:51:15,670 --> 00:51:19,216
This is Heather again, and we are going
to open up to the live Q&A.

927
00:51:19,216 --> 00:51:22,493
We do have several questions
that were asked during the presentation,

928
00:51:22,493 --> 00:51:23,564
so we'll start there.

929
00:51:25,035 --> 00:51:25,437
To your

930
00:51:25,437 --> 00:51:28,715
knowledge, are there any automated ways
to download monthly

931
00:51:29,049 --> 00:51:33,130
advertising metrics on the paid
advertising campaign manager?

932
00:51:33,598 --> 00:51:36,073
The data is only available
for up to three months, so

933
00:51:36,341 --> 00:51:39,418
this could be very useful
if someone wants to keep

934
00:51:39,418 --> 00:51:43,365
track of these metrics
and save them to review later.

935
00:51:43,365 --> 00:51:47,378
So do you know
if there's any way to do that?

936
00:51:49,184 --> 00:51:51,927
Yeah, that's a great question.

937
00:51:51,927 --> 00:51:54,201
You know, there there are ways to,

938
00:51:55,205 --> 00:51:58,081
you know, get the data via
some third party, you know, tools

939
00:51:58,081 --> 00:52:00,289
that would be a little bit outside
of the scope of this call.

940
00:52:01,292 --> 00:52:04,771
You know,
typically we do encourage at the beginning

941
00:52:04,771 --> 00:52:08,249
of the month to pull data
so you can have it saved month over month.

942
00:52:08,249 --> 00:52:09,922
Historically,

943
00:52:11,326 --> 00:52:14,604
you know that the Amazon ad platform
does have some of its limitations.

944
00:52:15,006 --> 00:52:18,417
And, you know, automation is typically
one of the bigger ones, unfortunately.

945
00:52:19,354 --> 00:52:22,498
But we do see improvements
you know, frequently.

946
00:52:22,498 --> 00:52:26,846
So my hope is that there will be a more
automated way to get that.

947
00:52:26,846 --> 00:52:29,789
But yeah, right now,
my my best tip would be just go in on

948
00:52:30,257 --> 00:52:32,398
you know,
whether it's the first of the month or the

949
00:52:33,602 --> 00:52:36,412
third, you know, whatever
that day is the same day, just make that

950
00:52:36,412 --> 00:52:40,827
a recurring task to pull the report
so you can save that data historically.

951
00:52:42,098 --> 00:52:43,101
Perfect.

952
00:52:43,101 --> 00:52:47,851
And then specifically regarding visibility
and optimizing listings, listings,

953
00:52:48,252 --> 00:52:51,463
does SEO optimization
help with positioning

954
00:52:51,463 --> 00:52:55,075
and does it help with being less
reliant on the paid search.

955
00:52:57,015 --> 00:52:59,691
It can, yes.

956
00:52:59,691 --> 00:53:03,036
It helps with listing visibility
and it can help

957
00:53:04,507 --> 00:53:08,989
with being less reliant on paid search
it's kind of an Amazon world these days.

958
00:53:08,989 --> 00:53:13,538
So they want you to have paid search
and to stay competitive

959
00:53:13,538 --> 00:53:17,619
across just multiple types of shoppers.

960
00:53:17,886 --> 00:53:19,960
You're
going to want to also have paid search.

961
00:53:19,960 --> 00:53:24,308
But yes, optimizing your backend
search term specifically,

962
00:53:25,111 --> 00:53:28,723
especially on a regular basis
like maybe a quarterly cadence

963
00:53:29,191 --> 00:53:32,402
is something that we typically do
to make sure that we're doing market

964
00:53:32,402 --> 00:53:38,490
research, seeing if there is any other
high converting terms for that product

965
00:53:38,490 --> 00:53:42,637
or that category
that have kind of changed or shifted

966
00:53:42,905 --> 00:53:45,982
that should be included because sometimes
including those can help.

967
00:53:46,718 --> 00:53:48,725
But like Jeremy said, at a certain point,

968
00:53:49,260 --> 00:53:51,400
there are
there can be diminishing returns.

969
00:53:51,400 --> 00:53:52,805
And ROAS, when you've been

970
00:53:53,875 --> 00:53:54,544
using the same

971
00:53:54,544 --> 00:53:58,357
budget to drive the same growth
year over year.

972
00:53:58,491 --> 00:54:01,769
So there's a little bit of nuance there.

973
00:54:01,769 --> 00:54:04,043
And like he said, a bit of an art
and a science

974
00:54:05,783 --> 00:54:09,328
to that one.

975
00:54:10,064 --> 00:54:10,867
Yeah.

976
00:54:11,067 --> 00:54:14,078
One thing I would just add there
is that they very much work in tandem,

977
00:54:14,078 --> 00:54:19,228
both the organic listing improvements
and your paid search performance.

978
00:54:20,098 --> 00:54:23,376
And typically what we strive
for with our brands is as

979
00:54:25,048 --> 00:54:27,323
as your, your sales velocity grows,

980
00:54:28,326 --> 00:54:30,400
your organic sales

981
00:54:30,400 --> 00:54:33,343
will hopefully outpace
your paid advertising sales.

982
00:54:33,343 --> 00:54:34,681
And so

983
00:54:35,484 --> 00:54:37,156
while 50% of your sales

984
00:54:37,156 --> 00:54:40,434
might come from advertising one month
in three months,

985
00:54:40,434 --> 00:54:44,381
maybe it's down to 45, maybe
it's down to 40 at some point later on.

986
00:54:44,381 --> 00:54:48,394
You know, that's kind of the trajectory
we try to get our brands towards because

987
00:54:48,394 --> 00:54:51,873
the organic sales are more profitable

988
00:54:52,207 --> 00:54:54,682
than the the advertising sales.

989
00:54:55,552 --> 00:54:59,298
So the real red flag would be
is your percentage of revenue.

990
00:54:59,298 --> 00:55:03,245
Is it continuously being more
and more reliant on your paid ads?

991
00:55:03,981 --> 00:55:06,255
And that would indicate
that there's likely something that needs

992
00:55:06,255 --> 00:55:10,068
to be done on your listings to try and get
that organic revenue back up.

993
00:55:11,674 --> 00:55:12,209
Excellent.

994
00:55:12,209 --> 00:55:14,416
And that leads perfectly
into our next question, which are

995
00:55:14,550 --> 00:55:18,029
which is are there reports
that you can use to assess whether or not

996
00:55:18,029 --> 00:55:21,574
your ads are cannibalizing
your organic search results?

997
00:55:23,848 --> 00:55:25,186
Yeah, that's that's a tough one.

998
00:55:25,186 --> 00:55:27,595
That's one that we get a lot.

999
00:55:27,595 --> 00:55:30,939
You know, there's there's not
specifically, again, one that's going to

1000
00:55:30,939 --> 00:55:34,752
show you, you know, necessarily
we would have got this conversion.

1001
00:55:34,752 --> 00:55:37,696
But for the ad that we ran
that got it instead,

1002
00:55:38,833 --> 00:55:40,438
you know, there's

1003
00:55:40,907 --> 00:55:44,719
again, testing is always a big thing,
you know, depending on you know,

1004
00:55:45,388 --> 00:55:47,997
I would say depending on how high leverage
your ads are for you,

1005
00:55:48,332 --> 00:55:51,409
you could always try,
you know, pulling your advertising back

1006
00:55:51,409 --> 00:55:55,690
or pausing it on an ASIN or two
a small batch of your portfolio

1007
00:55:55,690 --> 00:55:59,503
or even some keywords
and seeing if you are

1008
00:56:00,306 --> 00:56:03,249
maintaining your rank
or your your revenue.

1009
00:56:03,985 --> 00:56:06,661
Once that experiment does happen

1010
00:56:06,661 --> 00:56:09,404
again, I would do that
for probably a short period of time.

1011
00:56:09,805 --> 00:56:12,748
And if you do see sales
drop on any specific

1012
00:56:12,748 --> 00:56:16,093
search term or if you see a sale,
your your rank excuse me, drop,

1013
00:56:17,230 --> 00:56:19,371
you know, or your impressions start
to drop using

1014
00:56:19,371 --> 00:56:22,515
that impression share report
or the search query report,

1015
00:56:23,585 --> 00:56:25,525
I would turn it back on.

1016
00:56:25,525 --> 00:56:28,402
There is always a risk
that you are cannibalizing your ads

1017
00:56:28,602 --> 00:56:32,683
or you're cannibalizing organic sales
with advertising but there is

1018
00:56:33,285 --> 00:56:36,161
you know, there's lots of studies
that have been done on this topic

1019
00:56:36,161 --> 00:56:39,439
and that there is a significant consumer

1020
00:56:39,439 --> 00:56:42,249
confidence effect when they see both a

1021
00:56:43,319 --> 00:56:46,664
an advertised product
and that same product

1022
00:56:46,664 --> 00:56:49,540
from an organic listing perspective.

1023
00:56:49,540 --> 00:56:53,286
And so it just reinforces to the shopper
that this is a quality product

1024
00:56:53,955 --> 00:56:56,832
because it is being shown in high
position. So,

1025
00:56:57,969 --> 00:56:59,976
you know, typically what we would see

1026
00:56:59,976 --> 00:57:03,989
is that the benefits to running the ads
definitely outweighs

1027
00:57:03,989 --> 00:57:07,133
the risk of losing that advertising
position to a competitor.

1028
00:57:11,816 --> 00:57:12,351
Excellent.

1029
00:57:12,351 --> 00:57:14,759
And I do want to be respectful
of everyone's time.

1030
00:57:14,759 --> 00:57:17,770
We do have just a few minutes,
so I want to try to

1031
00:57:18,639 --> 00:57:21,181
you know, if we don't have time
to answer all of these questions,

1032
00:57:21,382 --> 00:57:24,727
we do have several posts in our resources

1033
00:57:24,727 --> 00:57:28,205
tab that cover a lot of the questions,
such as how to ask for reviews,

1034
00:57:28,473 --> 00:57:32,486
how to optimize listings, create better
customer engagement, things like that.

1035
00:57:34,359 --> 00:57:37,503
We did mention some some ways
to some kind of third

1036
00:57:37,503 --> 00:57:39,778
party systems
that you can use to pull together

1037
00:57:39,778 --> 00:57:41,985
this data
and make it a little bit more digestible.

1038
00:57:41,985 --> 00:57:47,069
But we do have a specific question
that if Amazon is suppressing listings due

1039
00:57:47,069 --> 00:57:49,143
to competitive pricing
and you're the only seller

1040
00:57:49,143 --> 00:57:51,016
of these products,
is there a way around this and

1041
00:57:51,016 --> 00:57:55,498
is there a way to use some of the metrics
that you're seeing to fix that issue?

1042
00:57:58,709 --> 00:58:00,381
Ooh, that's an excellent question

1043
00:58:00,381 --> 00:58:02,656
and one we've just recently started seeing

1044
00:58:05,064 --> 00:58:07,874
I honestly do not have the answer
to that question yet.

1045
00:58:08,743 --> 00:58:11,686
I will have to do a little bit
more research and follow up

1046
00:58:14,295 --> 00:58:14,563
yeah.

1047
00:58:14,563 --> 00:58:16,770
Jeremy, do you have any.

1048
00:58:17,105 --> 00:58:19,179
input There?

1049
00:58:19,179 --> 00:58:21,921
Yeah, it's definitely something
that's become more problematic.

1050
00:58:22,390 --> 00:58:25,868
It typically points to an off Amazon
pricing situation.

1051
00:58:26,403 --> 00:58:29,681
Um, you know, there's not again,

1052
00:58:29,681 --> 00:58:32,558
there's not a whole lot of

1053
00:58:33,695 --> 00:58:35,568
really
the only thing you can sort of keep,

1054
00:58:35,568 --> 00:58:38,043
keep an eye out
is that buy box percentage or

1055
00:58:39,983 --> 00:58:41,187
again, you're

1056
00:58:41,254 --> 00:58:43,930
making sure you're keeping an eye
on your sessions and page views.

1057
00:58:44,264 --> 00:58:46,873
You know, obviously
having that rolled buybox or having a

1058
00:58:47,676 --> 00:58:51,756
listing being suppressed altogether
you know, that's going to be,

1059
00:58:51,756 --> 00:58:52,158
you know,

1060
00:58:52,158 --> 00:58:55,569
you'll probably catch it before you have
a chance to dive into those reports.

1061
00:58:56,238 --> 00:58:59,516
But that's usually where we would see
an indication for that's

1062
00:58:59,516 --> 00:59:01,991
the issue
is an off Amazon pricing situation.

1063
00:59:03,128 --> 00:59:03,663
Yeah.

1064
00:59:03,663 --> 00:59:07,811
And one thing that I've seen
as particularly as just with inflation

1065
00:59:07,811 --> 00:59:10,821
and fuel costs have kind of gone up,
there's been a weird

1066
00:59:11,958 --> 00:59:14,032
incidence of this happening
for the first time

1067
00:59:14,032 --> 00:59:17,912
where we've seen the prices
on the recommended prices from Amazon

1068
00:59:18,246 --> 00:59:22,059
be higher than than
what the brand wants to sell it for

1069
00:59:22,862 --> 00:59:27,076
despite having no competitors
and oftentimes not even having

1070
00:59:27,210 --> 00:59:28,481
competition offline.

1071
00:59:28,481 --> 00:59:31,759
So I would say exactly what Jeremy said
to check first,

1072
00:59:32,829 --> 00:59:37,378
like go on Google shopping and look up
your product and just see right there.

1073
00:59:37,713 --> 00:59:42,596
Are there any other offers for it
anywhere else online that are lower?

1074
00:59:42,596 --> 00:59:44,469
And if that that's usually the problem.

1075
00:59:44,469 --> 00:59:45,673
So address that one first.

1076
00:59:45,673 --> 00:59:48,081
If that's not the problem,

1077
00:59:48,081 --> 00:59:51,292
check your margins
because Amazon may be trying to

1078
00:59:52,630 --> 00:59:53,700
help you there and make sure

1079
00:59:53,700 --> 00:59:56,711
that you're not losing money
and pull back from their platform.

1080
00:59:56,711 --> 01:00:00,925
So there's another possible option
or they may be trying

1081
01:00:00,925 --> 01:00:04,203
to keep you competitive with

1082
01:00:04,337 --> 01:00:06,477
a similar products across the marketplace.

1083
01:00:06,879 --> 01:00:10,692
So this is a fairly new problem
that we're seeing where it's not also

1084
01:00:11,294 --> 01:00:15,575
a buy box issue every single time
where another person is underpricing you.

1085
01:00:15,976 --> 01:00:19,655
So that's where a little bit
more research is needed on on our side

1086
01:00:19,655 --> 01:00:24,271
to see if there are any newer workarounds
that can help address this problem.

1087
01:00:24,271 --> 01:00:27,415
That and continuing to see more and more

1088
01:00:27,415 --> 01:00:28,084
right.

1089
01:00:28,151 --> 01:00:30,626
Thank you so much. And we are at time.

1090
01:00:30,626 --> 01:00:33,034
So we are going to close this down
at this time.

1091
01:00:33,904 --> 01:00:36,780
As I mentioned,
we do have a tab on our main

1092
01:00:36,780 --> 01:00:39,791
Kaspien website
where you can find a lot of these topics

1093
01:00:39,791 --> 01:00:43,671
that we've discussed
kind of elaborated on in more detail.

1094
01:00:43,671 --> 01:00:46,480
We will be sending a recording
of this webinar out.

1095
01:00:46,480 --> 01:00:49,290
So if you want to go back,
if there were any parts that you

1096
01:00:49,959 --> 01:00:51,096
didn't have time to take notes

1097
01:00:51,096 --> 01:00:54,641
on, you will receive a recording
of this email of this webinar.

1098
01:00:54,976 --> 01:00:56,180
And then also regarding

1099
01:00:56,180 --> 01:01:00,327
some of the questions we received
several questions regarding testing.

1100
01:01:00,662 --> 01:01:01,598
Just to reiterate,

1101
01:01:02,869 --> 01:01:06,682
what Jeremy said at the end is
don't be afraid to try new things,

1102
01:01:06,682 --> 01:01:09,626
but definitely do wait a couple of weeks
to see if you have the

1103
01:01:10,295 --> 01:01:12,234
if you can see the data in the reports.

1104
01:01:12,234 --> 01:01:16,783
And that's the best way to kind of make
those do those tests and those changes.

1105
01:01:16,783 --> 01:01:19,459
But that could be something
that we may be addressed in

1106
01:01:19,459 --> 01:01:22,938
a future webinar
is just some of the testing options there.

1107
01:01:23,272 --> 01:01:25,546
So once again, everyone,
I want to thank you for joining us.

1108
01:01:25,546 --> 01:01:28,423
Thank you so much
for sticking through to the end.

1109
01:01:28,891 --> 01:01:32,035
And if you have more questions, again,
we will be sending this webinar

1110
01:01:32,035 --> 01:01:36,250
recording out so you'll be able
to go through this recording again.

1111
01:01:37,855 --> 01:01:39,728
Awesome. Thanks, guys.

1112
01:01:39,728 --> 01:01:40,464
And thank you, Jeremy.

1113
01:01:40,464 --> 01:01:40,999
Thank you, Kenley.

1114
01:01:40,999 --> 01:01:41,936
We appreciate it.

1115
01:01:41,936 --> 01:01:44,678
And everyone,
have a great day. You as well.

1116
01:01:45,815 --> 01:01:46,551
Bye. Bye.