Episode 24: Elizabeth Greene

Elizabeth proved, again, that there is always something new to learn on Amazon, particular when it comes to advertising.

In this episode we discuss:

  • Advertising won’t work if the product doesn’t fit
  • Why you can’t get married to anything on Amazon
  • Ads will only make a bad product fail faster
  • $17 clicks
  • Why having a process and structure to your campaigns is crucial for saving time and improving success

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Click here for the RAW unedited transcript
[0:00:00] George Reid: Welcome to It’s Always Day One. My name is George Reid, a former Amazonian turned Amazon consultant. Each week on the podcast, you’re gonna hit industry experts. Brand owners on Amazon employees share their answers to the basic yet fundamental questions. You should be asking yourself about your Amazon business. Now, let’s jump in. Hello, Elizabeth. Thank you so much for joining me today in your incredibly echoey room. But we’re there. It’s gonna be great. I’m sure the content is gonna be hot, so it’s not gonna be a problem. I want to give us a quick 22nd overview of your yourself.

[0:00:35] Elizabeth Greene: Yeah. So, me, personally or the business, all the above,

[0:00:39] George Reid: if you like. It’s already 10 seconds in. So you got 10 seconds to explain. Both. Now it’s up to you.

[0:00:44] Elizabeth Greene: All right. Um, business first. So I am the co founder, along with my husband of an advertising agency called Jungle. Er, um, we specifically cater to done for you Amazon PPC services. Anything on Amazon, we run. Um, it allows sellers to take that completely off their plate and partner with somebody who is going to grow their business without having thio. Um, yeah, bring their mental facilities to bear and worry about every single update

[0:01:15] George Reid: I like. I like that thought process there of because it’s so true, like bringing their the mental capacity overstretching because the outside, particularly which will get into can be such a, was going to use the term head fuck. Then I realized that’s quite rude of you to know anyway. But it can be is they keep rolling these things out very quickly. Um, it could just be a bit overwhelming. And I guess that’s where agencies like yourself come in. But you’ve I liked your husband’s husband. Wife team. How long have you guys been playing with the ads?

[0:01:48] Elizabeth Greene: So I’m the one who does all the ads side. I’m the one who weirdly gets excited about spreadsheets. Now, um, definitely does not My husband. His entire family has been very entrepreneur from his birth. Um, so he’s very much understanding on things that just the back end of running a business, setting up LLCs and taxes and things that scare me if I’m being completely honest. But I’m the one who geeks out over new buttons inside of Seller Central, so it ends up shaking out.

[0:02:25] George Reid: Yeah, that’s I think, why originally reached out? Because you saw the new follow button, which was pretty cool. Maybe, Well, maybe we’ll come onto it. So question question number one to kick off on getting the ball rolling. What one thing would you be doing right now to create sustainable success of Amazon?

[0:02:43] Elizabeth Greene: Mhm. Well, if I’m streak of him speaking strictly from an ad perspective, it would be identifying where your product fits in the market. Um, and definitely so in tandem with identifying where your product fits in the market. Um, and looking at an account as a whole and not necessarily an individual product, it would be. Don’t get married to anything. Um, be that a keyword Be that a specific product that no longer works? Um, competition that moves in. Um, if you really wanna have sustained success, it’s going to be rolling with the punches and then really understanding the market. Um, we’ve seen just the running ads. If you have a product that stands out that has a killer listing, has a killer offer that’s just going to translate, um, we if I’m being 100% honest, so we do run advertising. We’re really good at what we dio, but we’ll have clients come to us or potential clients. Most times were 100% honest and then don’t end up taking them on. But there’s a lot of people who think that advertising is going to be a magic bullet, my sales or crap. So let’s run advertising and fix it. And if your product is not doing very well, advertising gets your visibility, it gets you clicks, it gets you shoppers landing on your product. But if that product doesn’t convert, you’re just throwing money out the window. Um, so sustainability. Like I said again, it’s understanding where your product fits in the market. Um, knowing how to target that through very. You’ll hear the word highly relevant keywords throwing her out all the time. But honestly, that’s where you need to start eso niche down on where your product fits, and then once you have that down, then worry about taking on you know, the bigger piece of the market. Maybe that more high volume keywords, um, the more broader terms.

[0:04:48] George Reid: Yeah, I think this, In my opinion, it’s a good answer, and this is a step or process you go through before you even start advertising before you. Perhaps you got the product sample sat there in front of you like you need to understand who’s going to buy it before you, Then go by 10,000 of these bad boys and get him into Amberson. So by the time an ultimate strategy, but of the time you’ve got to Amazon, you’re turning the ads on and perhaps your consulting someone like yourself going help us with the advertising. No doubt part of that initial discussion is going to be kind of Who is your target customer? What research have you got? What do they do? And you can build out that e didn’t want to use the term customer. Avatar is someone criticized me recently, if you’re using it, saying I don’t know what that means. So if you can build out your target customer and explain that to anyone supporting of your app, that’s gonna ensure that the whole experience is much more successful. And I like what you touched upon their and you didn’t use the term. But I heard it recently of like ads is I add only going to make a product fail faster, essentially a bad product fail faster. Because if it’s not the right product on but hasn’t got the right targeting, it doesn’t matter how good your ads are. It’s just simply not gonna work, right?

[0:06:06] Elizabeth Greene: Yes. No, that’s definitely the case. Um, we see a lot of sellers who, um maybe get I mean, a good one is like face masks, which I don’t recommend. Anyone trying Thio even try to get into the market right now. But you know, someone say Okay, I want to sell on face mask like, here’s the key word. Face masks. Good grief. I can guarantee you, because I’ve seen I’ve seen the numbers on the back end. Top of search is going to be like $17. If you’re selling a product for $9 it’s just the math doesn’t work out. So what? I mean, there advertising on Amazon is a couple parts intuition and a couple parts. Just hard numbers on. Guy goes back to my first answer on. Don’t get married to anything. If you’re advertising on something and your numbers just don’t work out and your product isn’t gaining anything and drank, maybe it’s time to take a hard look. Andi, you know, think about killing it and that I mean, that’s tough toe have in. It’s a lot easier. It’s still hard for me, even if I’m, you know, not the one actually selling the product. Um, if I find a key or that logically, this seems like it’s gonna be a great fit for the product and then the numbers just don’t work out sometimes, you know, even me looking at it. I’m thinking, Well, this, you know, it looks like it works really good here, but at some level, you just have to realize you’re just throwing money out the window. So you need to make logical decisions, I

[0:07:42] George Reid: think. What? So you mentioned there about those face masks and I think that the mindset for a face mask ample would be okay. We don’t mind spending $17 to get a $9 sales because we’re confident we can make sales on the back end. So how does your ad strategy change for consumable items, then?

[0:08:02] Elizabeth Greene: Yeah. I mean, you can see those numbers actually, in the business reports and in brand analytics on, but to some degree of your brand registered, you can see the new to brand orders. Eso that That is definitely something to look at. Um, also, And I think most reports you will see not only orders, but you’ll see units ordered. So that’s definitely some numbers that play into it. Um, so, yeah, you can You can look at those numbers as well. And that’s, you know, taking a much more deep dive holistic approach, which is what we dio. It gets a little bit much for some people when you have hundreds of products and are trying to dig into it.

[0:08:44] George Reid: But yeah, like we discussed in a two episodes ago for anyone listening royal or rail rail, I believe, is correct. Pronunciation, actually. Now, remember Rail Klein. Hey, did a great one with this, and you should check it out as well. Elizabeth

[0:08:58] Elizabeth Greene: actually did. I listened to it. It was really good.

[0:09:02] George Reid: Yeah. Yeah, well, it’s It’s interesting when you dive further into that data, and I’m not just diving, but you have the ability to view it. How it can really change your ad strategy on dure you mentioned there. When you have that monstrous range, it could be very difficult to do that, but saying that your yourself you said you’re a big kind of number crunch to enjoy. Enjoy good Excel sheet on a Friday night instead of a glass of wine. And that’s fine, you know, each their own. But what would those reports you’ll be pulling right now on cell? Essentially, what are the ones you’re digging into on a regular basis for clients on Why,

[0:09:40] Elizabeth Greene: on a regular basis? Um, okay, do you? I guess the Holy girl is going to be, um, your search term report that’s going to give you an insight into the back end on your keywords. Because if you’re using other match types and hint, you should be testing all match types. Um, and another hint is broad Match actually performs very well in high volume niches, Which is kind of counterintuitive, you would think. But I’ve seen some really good results with that, so I wouldn’t like discount any much type. Um, but then definitely in tandem with that is going to be your search term report that is going to give you the most actionable data when it comes to new keywords, because you know that these have converted for your product, and then you can retarget them. Um, if you’re dealing with things at scale, bulk sheets are a great way to dig into the data and optimize. Um, that’s the whole thing. When

[0:10:40] George Reid: you when you say kind of bulk sheets, Do you mean where you’re essentially utilizing excel to create a macro? Bond? Yeah, I remember that. Yeah, just

[0:10:52] Elizabeth Greene: it’s, um it’s bulk operations. There is a way inside of thea advertising console to download a spreadsheet which will contain all of your campaigns across your entire account. Um, the only caveat to that would be is sponsored display ads currently are not in bulk sheets. Kind of waiting for that to drop because I’ll be a happy camper when it does. Um, but, um, yes, so that will give you a snapshot so you can select a specific date range and then look at every single one of your campaigns, Every single one of your key words. You can drill down into the product level. You can look at the campaign level. Um, you can filter to different portfolio levels. Um, that’s why another tip You should have a really good campaign naming structure ad group naming structure. It will help you drill down things a lot cleaner than if you’re using things like add Group One.

[0:11:50] George Reid: Yeah, that’s a really good tip. And I was speaking to our account manager recently on this, and he was like, just loving portfolio is at the moment because he

[0:12:00] Elizabeth Greene: was saying

[0:12:00] George Reid: how much cleaner it looks like. I don’t go into the console much, but I went in. Maybe I’m going, like, three times a week just to see what’s occurring. Um, I was like, That just looks so clean and I got off over. I think it’s brilliant. It comes down to that when you name your skews Onda having a skew structure I’ve always recommended on the amount of people that don’t I’m like it just makes it harder work for you down the line. Is that that organization? Is that another big tip right here of If you are managing this yourself being incredibly organized, I’m having that structure that process rather than just Oh, at one at two, right?

[0:12:40] Elizabeth Greene: Yes, because you can probably do it with one product, even two and three. It’s going to be hard scale that up to a very large account and you’re going to spend, like, 50%. You’re trying just trying to figure out what’s what. Um, and the less brainpower you can use the you know, the more brain power you can put towards actually making actual decisions on your advertising s. Oh, yes, portfolios are amazing. We personally use them inside our advertising. Thio. We use one portfolio per product group. You can create a lot of portfolios, but the reason that’s so amazing is I can go into any single account. Were advertising, click on a single portfolio and know exactly how that, um, product, how much it’s spending, what the sales are, what the cost looks like. I can analyze all the numbers and no, it’s on Lee for the specific product. Again, the caveat is sponsored display. You can’t really add that there’s kind of a weird work around, but honestly, it it doesn’t work half the time. Um, so there is that, but

[0:13:46] George Reid: so big take away their big take away completely. Get that and hoping that clean enough for everyone, listen to understand, of having structure following a process on. But if there’s any other follow up questions and exactly what that looks like, obviously feel free to give Elizabeth following linked in our share the link inside eso. Another note. I sort of pivot across slightly. Azad were looking to focus on doing these slightly shorter sessions and playing with it the moment. But how much competitive research are you doing right now When you’re advertising and what is your competitive research look like? What are some of the processes you’re going through

[0:14:24] Elizabeth Greene: for a top competitors in the space?

[0:14:27] George Reid: Yeah. I mean, whatever. Like you take on a campaign or you take on the count part of it. Part of your role is obviously, let me dig into some competitors. I’m sure clients of sharing some with you. But what are you doing in that competitive research?

[0:14:41] Elizabeth Greene: Yes. Oh, my very first course of action for any new product launch. Um, I get something new I’m trying to dig into you find additional keywords. It’s always going to find B to find the most highly relevant highest search volume keyword. So I wanna find where is the intersection between a keyword that has decent amount of search volume but is very relevant to the product and that term highly relevant is always thrown around. Um, it’s a manual process to find that what you want to do is you want to go thio amazon dot com. Um, type in that keyword use A. I don’t know what the term is on Apple, but I know I’m like, um, chrome. It’s incognito window, basically a window that’s not going to track any of your past searches. Because if you search things on Amazon, it’s going to influence what shows up. Amazon’s always tracking you. They want to serve up what’s great. You want the cleanest data possible. Eso typing that keyword on Amazon and just see what comes up on the first page. If it’s a bunch of random products that are kind of like your product, there’s one or two that are kind of like yours, but not everything on the page. Your product doesn’t absolutely fit in this page. Um, it might be somewhat relevant, but it’s not highly relevant. So you wanna find what keyword has the, you know, the biggest search volume, but your product absolutely fits on that page. Um, Andi, once you find that then working out from there, um,

[0:16:13] George Reid: yeah, I think that’s that’s so important as well. And I think even I remember speaking Thio, my good man, Just justice a while ago and he was saying he would. He would spend every day just looking at the words just browsing, playing, looking on. But it kind of is, You know, we talk about customer obsession. That’s kind of like job obsession as well as’s or product obsession or advertising obsession. Whatever it is you wanna label at, it’s just spending that time looking, searching, discovering similar to how you run experiments and you continuously kind of test implement, test implement pivot, pivot. It’s exactly the same, like with that incognito approach. It makes so much sense because you could just discover one little rabbit hole where you’re very relevant, particularly when you think of things like the pet industry, which can go across so many different things. Or when you think about personal health and all these sorts of matters, um, so that that’s one area you focus on quite a lot. And then when you look at, do you utilize that sort of approach for product targeting us? Well, when you’re looking to drop in on other people’s listings and steal some clicks away from. Is that another approach for doing that?

[0:17:28] Elizabeth Greene: Yeah, so that’s definitely approach. It’s a, um Most of our strategies will vary on how profitable the seller needs to be and then how much our budget is suspend. So the way we work is we actually let the, um the client 100% dictates whatever budget were we have allotted. And so depending on how big that budget is, and then depending on how they risk averse they are, that will determine on how wide we’re going to go with the advertising. So we’re going super wide. If we are just nailing every single thing we wanna make sure every single bases covered and we are everywhere. Um, then, yes, I am definitely going onto the entirety of page one. Probably page Thio. Um, every single keyword I confined and just scraping every single one of those Asians, and I’m going to target them. Um, now, one other thing would be so depending on how you know how absolutely gung ho we need to be out of the gate, we might set high bids on those or ah, good strategy, especially this time of year when people are browsing is just to take all your top competition like that and just put little bits. Um, you may get impressions. You may not, but you’re not going to pay a lot for those clicks versus, you know, if I’m talking hundreds of Asians and I have a dollar bit on every single one of those that gets expensive really fast, um so determining you know how much you can spend and then also how competitive you are for the market. For instance, Thea Mount of star rating. You have, um, that’s gonna if you have absolutely no stars and you show up underneath competition that’s got full five stars and their prices lower than yours. Most likely, you’re not going to do very well that placements. You don’t wanna pay a lot for that. Eso just bringing logic into it as well.

[0:19:21] George Reid: Yeah, I think so. An interesting caveat to that would be the power of your brand. We’re working with the clients at the moment There. Their brand name is monstrous eso the benefit that is, they launched a brand new bundle to the market. They’ve got zero ratings. It is literally seven days live completely new. But we are still seeing great success targeting competitors because inside of that bundle, the original product is there, which is world renowned and kind of cells millions each year. So there’s always a caveat to these things, obviously, but that would be mildly one. There you can get away with being aggressive with your product targeting. If you are a big brand name and you know that’s a Starbucks launched a new bundle and they drop it onto your listing. It doesn’t matter if you got 105 star reviews, they can come in with Starbucks. One of people are gonna dio no reviews, but from Starbucks, the trust is there that we use a lot eso there’s always like Happy that, right?

[0:20:27] Elizabeth Greene: Yes. And I would also add to that if you have discovered something, Um, just through market research that the market really, really wants, we’ve seen that as well. Um, if you come out of the gate was just an amazing proposition. Ah, lot of times you’re just going to do really good, especially if you can convey that through ah, high quality listing high quality pictures that your premium product and your something that the market wants. Those do good as well.

[0:20:55] George Reid: Awesome. Well, Elizabeth, thank you so much for for jumping in today. I quite enjoy the quick fire covering three quick points there. And I think you definitely gave me a few lessons, which I’ll be sharing with our ads, Guys. I’m sure he’s definitely doing I’m sure he is. But I like Thio. I’d like to continuously dig away and throw tips his ways. You shared a few and hopefully the listeners got something from that as well. Thanks so much for the time that

[0:21:20] Elizabeth Greene: Yeah, it’s been great. Thanks so much for having me.

[0:21:24] George Reid: I’ll see you on LinkedIn, No doubt. How e Hey, guys, just a quick one. If you are enjoying the podcast on either have some actionable next steps or new ideas I’d really appreciate if you could one subscribe to the show and leave us a review. Thes are really, really important to us. As you probably know, being in the Amazon world, Aunt to if you’re looking for additional support with your brand head over to the website, it’s always day one dot co dot UK. We’ve got links to other Resource is as often our guys speak soon

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