Amazon performance reports can help you grow your sales, but only if you understand how to use them. Our experts walk you through how to use the new Brand Metrics console to assess your business and set performance-based goals.
How to use Amazon's new Brand Metrics console
Which Amazon performance metrics you need to track and why
Which actions boost visibility, engagement, and conversions
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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
236
00:12:38,716 --> 00:12:41,793
or declining, if our impressions
are improving or declining
237
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.
Digital Marketing Manager,
Kaspien
Partner Success Manager,
Kaspien
Kenley has 6 years of combined experience in account and project management, primarily spent focusing on the Amazon marketplace. As a current Brand Manager, she works closely with brands to grow their revenue and brand awareness online.