Our guest on the sellerboard show was Christian Otto Kelm, who has been advising vendors and sellers on strategic and operational issues relating to the Amazon marketplace for many years.
We talked about:
- listing optimisation;
- search volume vs revenue share;
- PPC hacks with copies;
…and much more!
Speaker1: [00:00:08] Hello, everybody. Welcome. This is your host, Fernando from sellerboard. Today I have a very special guest. But before we jump into the interview, make sure you go to sellerboard.com and tap the soft tree has all the tools that you need as an Amazon seller. You can click on demo and start playing with the software. The interview today is going to be Christian Kelm from is going to show at the software how you use it is going to give us some tips at the end and I hope you guys like it. Welcome, everybody. I have here a very special guest. His name is Christian. I’m not going to try to pronounce your last name because I can’t. How do you pronounce your last name?
Speaker2: [00:00:55] Christian Kelm.
Speaker3: [00:00:58] K-e-l-m.
Speaker1: [00:01:01] He’s the vice president of amalyze. And he’s going to have a very you’re going to have a very nice talk with him today. Christian, thank you so much for being here.
Speaker3: [00:01:12] Yeah, thanks for having us. In your wonderful podcast.
Speaker2: [00:01:15] Session, I’ve seen a lot of cool women’s and guys giving insights about their business and that is really, really insightful to join that sessions.
Speaker3: [00:01:28] I like it on YouTube.
Speaker2: [00:01:29] I’m not the typical podcast guy. I can’t hear to anything I need face to face or that’s what I like.
Speaker1: [00:01:37] Yes. Okay. First question there you always start. Tell us your story.
Speaker3: [00:01:44] Yeah, it’s really simple. I work ten years from for the German armed.
Speaker2: [00:01:48] Forces, and after that, I needed a.
Speaker3: [00:01:50] Job.
Speaker2: [00:01:51] Of course I get injured.
Speaker3: [00:01:53] And so my.
Speaker2: [00:01:55] Wife, formerly wife, send.
Speaker3: [00:01:57] Me to an audition.
Speaker2: [00:01:59] At the next.
Speaker3: [00:02:00] Big company. Really?
Speaker2: [00:02:01] Really. Next village.
Speaker3: [00:02:02] Big company.
Speaker2: [00:02:03] And so I directly started as product marketing manager for a big company, big brand.
Speaker3: [00:02:10] Europe wide Amazon.
Speaker2: [00:02:11] Vendor, central vendor. I think the vendor business in Europe and especially in Germany is a bit bigger than in the United States. And so I have to handle that in all the five big countries, informal time.
Speaker3: [00:02:28] For.
Speaker1: [00:02:28] Also still have this job.
Speaker3: [00:02:30] Yes, directly, but more directly the job. Of course.
Speaker2: [00:02:35] I stated.
Speaker3: [00:02:36] One.
Speaker2: [00:02:36] Simple information.
Speaker3: [00:02:38] To all of.
Speaker2: [00:02:38] Them.
Speaker3: [00:02:39] I said don’t think only into the shelf. We need to think into the online.
Speaker2: [00:02:45] Marketplaces and Amazon’s one of the biggest of them and we are not shelf ready for Amazon. Okay, our package is shelf ready for media market and all that stuff, but we are missing a big gap and it comes to online. So I have done that for two years. After that, I joined one of the biggest sellers worldwide.
Speaker3: [00:03:02] Now it’s called Seller X and after that, Build it Up.
Speaker2: [00:03:07] Big agency, Amazon Agency, one of the biggest vendor focused agencies.
Speaker3: [00:03:11] Here in Europe. And after.
Speaker2: [00:03:13] That, I worked by myself as a.
Speaker3: [00:03:17] Freelancer.
Speaker2: [00:03:18] And now since nearly four years.
Speaker3: [00:03:20] I’m working with MLPs.
Speaker2: [00:03:23] And we are building software as a service solutions and.
Speaker3: [00:03:27] Normally we’re coming from that idea.
Speaker2: [00:03:29] Six years ago, I worked on my personal brand that wasn’t in.
Speaker3: [00:03:33] I had nothing to sell.
Speaker2: [00:03:35] That was the problem. I think normally you need to push your brand and to sell something.
Speaker3: [00:03:40] But I worked with a simple.
Speaker2: [00:03:42] Simple credo.
Speaker3: [00:03:44] Helping people help themselves.
Speaker2: [00:03:46] As I had nothing to sell.
Speaker3: [00:03:49] But I had a lot.
Speaker2: [00:03:49] Of ideas on solving problems. So everybody asked me and get quite good answer without the point behind it and sell my course and come to me and this and that.
Speaker3: [00:04:02] No, just what you need. You have a problem.
Speaker2: [00:04:06] I have answer for that.
Speaker3: [00:04:07] And with.
Speaker2: [00:04:08] That now from a software as a service aspect.
Speaker3: [00:04:11] We are working with our data.
Speaker2: [00:04:13] Your decision. Your decision, I think.
Speaker1: [00:04:17] Can you explain that? Can you explain us what those analysts do before we jump into this?
Speaker3: [00:04:24] We have, I think, a worldwide.
Speaker2: [00:04:26] Biggest set up of data queries on Amazon. I think over 3 billion. And yes, it’s not a translation issue based on the language barrier three.
Speaker3: [00:04:37] A billion.
Speaker2: [00:04:38] Asians in.
Speaker3: [00:04:39] Monitoring. Wow. Back to 2016.
Speaker2: [00:04:43] And sometimes it depends on your product. You can have data for new.
Speaker3: [00:04:48] Launched.
Speaker2: [00:04:48] Product this month back to the last five or four years.
Speaker3: [00:04:52] So we have a really.
Speaker2: [00:04:53] Really big set up of.
Speaker3: [00:04:55] Data and we are.
Speaker2: [00:04:56] Focusing on specific ideas. We have a specific solution for entities. Nobody is talking about entities on Amazon. We have special solutions.
Speaker1: [00:05:07] What is an entity.
Speaker2: [00:05:08] And entity.
Speaker3: [00:05:09] Means you have typically a phrase. Let’s take a garden chair, cover garden chair, cover prune.
Speaker2: [00:05:21] Or with a different pattern. What else?
Speaker3: [00:05:23] And so garden chair is the product. Brown is the color, and the cover.
Speaker2: [00:05:31] Is just another situation of a standalone product.
Speaker3: [00:05:34] So we can match that to the entities.
Speaker2: [00:05:36] So entities like color or pattern standalone products and all that different stuff.
Speaker3: [00:05:44] But makes it easier to judge your your your products.
Speaker2: [00:05:47] By that issues.
Speaker3: [00:05:48] Yeah. Which audience.
Speaker2: [00:05:50] Is relevant for your product specific sizes ages brands of course brands are relevant.
Speaker3: [00:05:57] Or events and triggers.
Speaker2: [00:06:00] That is absolutely helpful for finding new products, figuring out the correct content for correct image situation.
Speaker3: [00:06:08] Of course, when you’re working for new Garden chair, but.
Speaker2: [00:06:11] Everybody is at the end searching for camping.
Speaker3: [00:06:14] You will not have good content showing the garden chair on the what’s what’s called porch balcony and all.
Speaker2: [00:06:22] That stuff on.
Speaker3: [00:06:23] The lawn outside. We are searching for camping.
Speaker2: [00:06:25] So you have a problem between the shown pictures and the events and triggers which the customer is using. So that is an idea behind it. Or you can easily find typical naming like a blue aluminum.
Speaker3: [00:06:42] So you’re seeing. Oh, yes, I’ve talked about aluminum, that’s material.
Speaker2: [00:06:47] But every customer is searching with a glue, especially German. We have that for all the marketplaces and all that languages. So that solves.
Speaker3: [00:06:57] A lot of problems. On the other side.
Speaker1: [00:07:00] Are you most of your customers from Germany or from the United States?
Speaker2: [00:07:04] Germany, Absolutely. We have build it up the company here. And so the main users coming from.
Speaker3: [00:07:11] From Germany, but we have a lot.
Speaker2: [00:07:13] Of users in.
Speaker3: [00:07:14] Asian countries.
Speaker2: [00:07:17] But also in the.
Speaker3: [00:07:18] African.
Speaker2: [00:07:18] Countries. Africa is is absolutely underrated from my point of view. When it comes to Amazon, everybody is talking about Pakistan, India and all that stuff. And VR is sitting in the Philippines, Indonesia and so on. But Africa is also a big bubble for that. And now since two years we are setting our foot into the United States. Of course, that is the biggest Amazon marketplace.
Speaker1: [00:07:44] Oh, Chris, is there a way you can show the little example in the software?
Speaker3: [00:07:49] Yes, of.
Speaker2: [00:07:50] Course. We can just.
Speaker3: [00:07:52] Go into the system if you want.
Speaker1: [00:07:55] Second here. There will be rates so we can check it out how the software works. All right, cool.
Speaker3: [00:08:03] Beautiful.
Speaker2: [00:08:04] But typically a situation you’re starting with a dashboard and you have the normal database for over 120 million search terms, but is really easy.
Speaker3: [00:08:14] But we have worked a.
Speaker2: [00:08:15] Lot with Excel. You have always the problems, how to find relevant terms and so on. So let’s.
Speaker3: [00:08:21] Say we are working with.
Speaker2: [00:08:23] A garden chair, for example.
Speaker3: [00:08:25] And everybody is showing you the.
Speaker2: [00:08:27] Keywords and you get you can add thousands and thousands of ideas behind it. I have used the wrong marketplace.
Speaker3: [00:08:35] Sorry.
Speaker2: [00:08:37] Let’s go into United States to see a lot of more data.
Speaker3: [00:08:41] Garden chair, search volume. And you can.
Speaker2: [00:08:45] See here.
Speaker3: [00:08:46] That is a lot of.
Speaker2: [00:08:48] Problematic.
Speaker3: [00:08:49] Placket tactics.
Speaker2: [00:08:51] Course, they are sending all that external traffic directly to the names of products. We are seeing that more and more and more, not only in the United States. You can see all that also in in Europe. So you don’t have.
Speaker3: [00:09:04] To focus on them.
Speaker2: [00:09:05] These are very interesting numbers. But of course, we are not in the season, so it’s not absolutely high search volume.
Speaker3: [00:09:13] We are.
Speaker2: [00:09:13] Also coming with such special numbers like buying power, You have a purchasing power indicates how.
Speaker3: [00:09:20] Many theoretical or.
Speaker2: [00:09:22] Genic sales have been generated in the last 30 days.
Speaker3: [00:09:25] Or genic sales under that keyword.
Speaker2: [00:09:27] Absolutely interesting.
Speaker3: [00:09:28] Number. And when you combine that with a price where.
Speaker2: [00:09:31] Average selling price of a considered search results, it becomes really, really interesting. You are seeing price ranges from.
Speaker3: [00:09:40] $300 down to $19.70.
Speaker2: [00:09:45] Or $60. So that that means there’s.
Speaker3: [00:09:48] A big difference between the average price per keyword on the shown products.
Speaker2: [00:09:54] But it’s absolutely necessary to understand when you’re focusing on search engine optimization and also when it comes to PPC.
Speaker3: [00:10:03] But with all that data.
Speaker2: [00:10:05] It’s much more easier when you can.
Speaker3: [00:10:06] Change immediately, immediately with one click the.
Speaker2: [00:10:10] Whole situation of numbers and data behind it. So the.
Speaker3: [00:10:15] Same search terms directly split it in the counted.
Speaker2: [00:10:20] And rated numbers.
Speaker3: [00:10:21] So we know it’s a.
Speaker2: [00:10:22] Garden chair for patio.
Speaker3: [00:10:24] For outdoor SAT is a swing function hanging function.
Speaker2: [00:10:28] When you have a specific one.
Speaker3: [00:10:29] Material rattan, you can.
Speaker2: [00:10:31] Also use this indoor.
Speaker3: [00:10:32] If you want and you all have all that data. Why we decided to build that system was really easy. A lot of.
Speaker2: [00:10:40] Guys came to us also men and women.
Speaker3: [00:10:45] Yeah, I really don’t know what to focus on. And we said, okay, wait, you didn’t know what you are.
Speaker1: [00:10:52] And what era was that? Please? What era was that? What year was it like? Yeah, 2017 when you start developing.
Speaker3: [00:11:02] Yes, Yes. In the beginning, everybody I have talked to everybody.
Speaker2: [00:11:06] I have a lot of speaking slots and all the conferences.
Speaker3: [00:11:10] Everybody was after that. Oh my God, I don’t get it. It’s too much Excel. I said, No, it’s only divided into the words and then counted and weighted by relevance. It’s nothing special. No, no, I don’t get it.
Speaker2: [00:11:24] So why don’t understand. Google Sheets Excel. So we build it as a feature.
Speaker3: [00:11:29] And now the idea was really simple. Everybody taught us I don’t know what to focus on. And we said like, Well, let’s develop negative C, negative C Yeah. We asked, Do you have a swing function? No, no, no. Oc Really simple. Erase it. And with that, with that situation, we have a hanging hanging garden chair. No, I don’t have one. Oh, Is your material rotten? No. And with setting free.
Speaker2: [00:11:57] Of them to must not contain.
Speaker3: [00:12:00] We will erase all of them which are in the search term. So you get rid of all your problems.
Speaker2: [00:12:07] And the rest that’s.
Speaker3: [00:12:08] Leaving should be your product.
Speaker2: [00:12:10] Really easy at the end. And everybody understands that way of thinking.
Speaker3: [00:12:15] And on the other side.
Speaker2: [00:12:17] As we have talked about the entities, but it’s a really, really simple situation On thinking, As I said, we will split up everything into audiences kit kits, person standalone products, back bench canopy, chair cushions, cushion, hammocks, hammock.
Speaker3: [00:12:35] And also the.
Speaker2: [00:12:37] Numbers specific properties.
Speaker3: [00:12:39] For the forwarding function.
Speaker2: [00:12:42] Is it high? Is it little, Is it portable? Is it resistant and waterproof?
Speaker3: [00:12:47] You will find all that words. And now think about.
Speaker2: [00:12:50] Optimization.
Speaker3: [00:12:51] Waterproof. Yes, I am waterproof. Are I need a picture for it. Maybe I should put it into the title course.
Speaker2: [00:12:57] It’s absolutely necessary.
Speaker3: [00:12:59] Nobody is talking about it. Where do we place? Where?
Speaker2: [00:13:02] Garden chair At the balcony. At the beach, in the bistro. At the camp.
Speaker3: [00:13:07] Indoor home.
Speaker2: [00:13:08] Garden.
Speaker3: [00:13:09] As a furniture, of course. Outdoor patio on the porch. Really simple. One click and we are changing the few on the same data. Of course, we are coming really from that data.
Speaker2: [00:13:23] As we started, it’s the same data.
Speaker3: [00:13:25] But we just changed the few on it.
Speaker2: [00:13:28] And that makes it so absolutely impressive. You’re coming with an LED stripe. Normally everybody knows what the LED stripe is or LED stripe light.
Speaker3: [00:13:41] But what’s about the details? What is the most relevant length, for example?
Speaker2: [00:13:46] I don’t know. Let’s check first length. Coming up is it’s a feature, It’s feet. Okay, What’s the length? 32.8 feet. And it should be.
Speaker3: [00:13:57] Waterproof and flexible.
Speaker2: [00:13:59] Maybe you.
Speaker3: [00:13:59] Can sync it to.
Speaker2: [00:14:00] Your handy and it has a.
Speaker3: [00:14:02] Remote or not.
Speaker2: [00:14:03] And the second length 16.4.
Speaker3: [00:14:05] Really, really easy. And when you’re.
Speaker2: [00:14:08] Try to understand it much more easier.
Speaker3: [00:14:10] Go into.
Speaker2: [00:14:11] The entities and hopefully you will see the absolutely clustered systematic behind it. Yes, the different colors, amber, blue color, daylight, multicolor, marine green neon, blah, blah, blah. You see it.
Speaker3: [00:14:22] Oh what we went we.
Speaker2: [00:14:24] Need well it stripe for camping, Christmas festivals, fishing.
Speaker3: [00:14:27] Gaming, party, night power music, whatever you want. And you have all that data. The cool point.
Speaker2: [00:14:35] Here, as we said negative as.
Speaker3: [00:14:36] You know we don’t have a 16 feet one and yeah no 50 feet and you’re seeing that everywhere pops up.
Speaker2: [00:14:47] Different erasing.
Speaker3: [00:14:49] So you make sure you’re focusing on real deal on the relevant ones and.
Speaker2: [00:14:54] When we are kicking off the.
Speaker3: [00:14:56] Relevant length.
Speaker2: [00:14:58] Oh, let’s see. 38 here. Let’s see what will happen.
Speaker3: [00:15:05] No, it’s not changing a lot.
Speaker2: [00:15:07] But you understand it as more as you’re killing here, as more get erased here in the situations. And when we have talked about garden share. Yes. Ten different places. I can come up with that by my own LED stripe bar perfume.
Speaker3: [00:15:24] Bedroom board.
Speaker2: [00:15:25] Can ceiling.
Speaker3: [00:15:26] Corner couple, dashboard door garden freezer Hollywood Hollywood.
Speaker2: [00:15:30] Specific problem with naming. That’s the problem with entities. Hollywood is a place, but Hollywood can also mean.
Speaker3: [00:15:37] Yeah, fancy Hollywood.
Speaker2: [00:15:38] Style led stripe outside.
Speaker3: [00:15:41] Interior.
Speaker2: [00:15:42] Patio on the.
Speaker3: [00:15:43] Pond in the kitchen, outdoor porch underbody window.
Speaker2: [00:15:47] What it’s it’s it’s endless. And it’s really, really simple. We can come up with a lot of more of our tools here. We have a specific system to figuring out new terms and all that stuff.
Speaker1: [00:16:03] And by the way, you can use those those those findings for SEO and for also for BBC.
Speaker2: [00:16:08] Yeah, absolutely. Course, we.
Speaker3: [00:16:10] Are working with a really, really simple way.
Speaker2: [00:16:14] Of internal data management. So when we are going let’s go to a related terms and let’s show it led Stripe. What is our main word? We are.
Speaker3: [00:16:26] Starting with that and.
Speaker2: [00:16:27] Let’s see what we are, what we can find.
Speaker3: [00:16:30] Yes, it’s.
Speaker2: [00:16:30] Called LED Light stripes. Led Light stripes. These stripes, pet lights, led stripe written like that. And when you filter it for search.
Speaker3: [00:16:41] Volume, now.
Speaker2: [00:16:42] Relevance becomes more interesting. The lights for bedroom or miss. Sorry, miss. It’s an English and German, but bedroom decor.
Speaker3: [00:16:52] What the hell? We are coming from LED stripes. We have to sell bedroom decor. That is what we are used for at the end. Room decor.
Speaker2: [00:17:01] Aesthetic aesthetic.
Speaker3: [00:17:02] Room decor. What the hell? Preppy stuff we are selling Preppy stuff. Yes. Okay. Okay.
Speaker2: [00:17:08] Lightning and ceiling fans, lights for.
Speaker3: [00:17:10] The bedroom.
Speaker2: [00:17:11] And of course, Spanish. One of the relevant SEO languages. We can find that.
Speaker3: [00:17:17] Tik Tok trend items. Oh, I like that.
Speaker2: [00:17:21] Trend items.
Speaker3: [00:17:22] Dorm room essentials, cute room decor. You will.
Speaker2: [00:17:26] Find cool stuff is also in.
Speaker3: [00:17:28] There and you’ll find.
Speaker2: [00:17:29] All of that.
Speaker3: [00:17:30] Now you can sort it.
Speaker2: [00:17:31] Or let’s say we are taking the top 100 and we can add it to a list. Add it to.
Speaker3: [00:17:36] Our own list. We are a life.
Speaker2: [00:17:40] Just build up a list.
Speaker3: [00:17:42] List led stripe.
Speaker2: [00:17:47] Sorry. Written absolutely.
Speaker1: [00:17:48] Wrong. You? Yeah. Yeah. There you go.
Speaker3: [00:17:52] No.
Speaker1: [00:17:53] How much does it cost to use the software?
Speaker3: [00:17:56] Yeah. Really easy. Nothing you can do Me?
Speaker1: [00:18:00] I can use it for free.
Speaker3: [00:18:02] Two weeks for free in professional tariff.
Speaker2: [00:18:05] In professional, professional paying plan.
Speaker1: [00:18:08] And then after.
Speaker3: [00:18:09] That, at the end, you will you pay 50 per month or.
Speaker2: [00:18:12] You can save three months if you if you are booking for a whole.
Speaker3: [00:18:18] Year.
Speaker2: [00:18:18] And we have specific contracts for enterprise and professional and so on. So 150, 250, 450.
Speaker3: [00:18:27] Per month.
Speaker2: [00:18:27] But you can adjust.
Speaker3: [00:18:29] Your above.
Speaker2: [00:18:30] Normal.
Speaker3: [00:18:30] Like you want, so you don’t.
Speaker2: [00:18:32] Need to use any.
Speaker3: [00:18:34] Of them and you’re coming with a free tariff, you can use it. And when you’re saying, Oh no, I only need.
Speaker2: [00:18:39] The database so activated and you only pay for the database, that is also possible.
Speaker3: [00:18:45] But we don’t want.
Speaker2: [00:18:47] To sell a product until before we have seen it.
Speaker3: [00:18:50] So what has he talked about? He has used that list and said it here and now. You can work with that list. We have that list, split it up together, 100 words from LED Stripe and what we should do with that. Well, let’s have a look on them now. Take the list in a different point of view.
Speaker2: [00:19:13] Let’s make it really, really easy to.
Speaker3: [00:19:15] Judge.
Speaker2: [00:19:17] The topics behind it.
Speaker3: [00:19:19] If you want if you really want to.
Speaker2: [00:19:21] See what is the best SEO listing strategy.
Speaker3: [00:19:24] We can work out a nearly complete listing in.
Speaker2: [00:19:28] Under 3 minutes.
Speaker1: [00:19:30] Yeah, I’m seeing that. Yeah, I don’t doubt it.
Speaker3: [00:19:35] But without research.
Speaker2: [00:19:38] Course, it’s much more.
Speaker3: [00:19:39] Easier when you’re coming from a broad.
Speaker2: [00:19:42] Let’s say garden chair. Let’s, let’s stay with that.
Speaker3: [00:19:44] Example.
Speaker2: [00:19:46] Or trash led stripe, whatever.
Speaker3: [00:19:49] We’re going on to the keyword.
Speaker2: [00:19:50] And the interesting part here is when we are going.
Speaker3: [00:19:54] Into the keyword.
Speaker2: [00:19:54] Rankings, let’s say we are looking for a set of let’s take a set.
Speaker3: [00:20:00] Of four.
Speaker2: [00:20:01] You’re seeing the picture here. If you’re not really seeing it, open it on Amazon and you can have a deeper.
Speaker3: [00:20:07] Look on it. We are not focusing on the price in that scenario. We are just looking for four.
Speaker2: [00:20:12] Of.
Speaker1: [00:20:12] Them For four units.
Speaker2: [00:20:14] Yes.
Speaker1: [00:20:16] So four pack of chairs. Yes.
Speaker2: [00:20:18] You can enlarge the.
Speaker3: [00:20:19] Image.
Speaker2: [00:20:19] For with the table. It’s also okay.
Speaker3: [00:20:22] No problem.
Speaker2: [00:20:23] What seems like six of them. That is too much. Oh, here. That looks good. No. Also six of four. But the different styles of two big ones. No problem. Let’s use them too.
Speaker3: [00:20:37] So that’s the idea. Only have a specific look.
Speaker2: [00:20:40] You can of course. Specific. Specific. Yes.
Speaker3: [00:20:46] You understand.
Speaker1: [00:20:47] Specific by.
Speaker2: [00:20:49] Price, by number of keywords, whatever.
Speaker3: [00:20:51] You want. And now we can work out through.
Speaker2: [00:20:54] The sales behind it.
Speaker3: [00:20:56] Course, we should start with sets course. Normally you’re working with a reverse lookup for products. You think they are relevant and you’re looking where they are.
Speaker2: [00:21:05] Ranking and that is interesting.
Speaker3: [00:21:07] No, it’s not interesting. Before you start that, you need to understand the sales share behind it.
Speaker2: [00:21:13] By parent or by size.
Speaker3: [00:21:16] Or by color.
Speaker2: [00:21:18] Or by brand to see which is the relevant brand behind it, the relevant color or relevant parent. What else?
Speaker3: [00:21:26] When you’re saying, okay.
Speaker2: [00:21:27] That is a bad example, too many products with nearly 80% say its share here. Just activate variations and maybe we will find a.
Speaker3: [00:21:37] Lot of more products. No problem.
Speaker2: [00:21:40] It will load a few times in your life on Zoom. So that takes a lot of our data. But you’re seeing it and not data. You know the.
Speaker3: [00:21:48] Connection. Now we have more products and now we should.
Speaker2: [00:21:52] Start by mark.
Speaker3: [00:21:53] Them all and get rid of products.
Speaker2: [00:21:55] That doesn’t make any relevant.
Speaker3: [00:21:57] Say it’s course when we start to focusing on products which are not shown to the customer, we are.
Speaker2: [00:22:03] Starting.
Speaker3: [00:22:04] To optimize.
Speaker2: [00:22:04] In the absolutely wrong.
Speaker3: [00:22:06] Direction and now.
Speaker2: [00:22:08] We go into reverse.
Speaker3: [00:22:09] Lookup. Who is not really understanding what we are talking about.
Speaker2: [00:22:14] Just make it easy. Let’s go into let’s see.
Speaker3: [00:22:20] Amazon dot com.
Speaker2: [00:22:23] And open up in Aizen. The problem.
Speaker3: [00:22:26] With.
Speaker2: [00:22:26] Variations is is at the end really, really easy. Normally everybody is is taking them by theirselves and nobody is is really looking into the details. So if there are a few colors specific sizes or whatever, you will normally have a problem. Which product is the most relevant one?
Speaker3: [00:22:49] Hmm. Can you can you see that?
Speaker2: [00:22:51] Normally everybody shows you sold units and all that stuff, but what nobody is showing you is the sales share of the variation.
Speaker1: [00:23:00] We didn’t see what you did on Amazon because we’re looking at like you went to an.
Speaker2: [00:23:05] Okay, sorry I will I will just re start showing so. That should be.
Speaker3: [00:23:16] Now we are seeing the garden chair, oversized plastic.
Speaker2: [00:23:21] And you see it here.
Speaker1: [00:23:23] But also we also have a plugin for for Chrome.
Speaker2: [00:23:26] Yes. Yes.
Speaker3: [00:23:27] Families extension. You can use it.
Speaker2: [00:23:29] For really cool stuff, but what is really interesting now you can start to understand.
Speaker3: [00:23:34] The products.
Speaker2: [00:23:35] Now you can understand that.
Speaker3: [00:23:37] He really has a problem.
Speaker2: [00:23:39] Yes, you are seeing three sizes.
Speaker3: [00:23:42] In pieces.
Speaker2: [00:23:43] And.
Speaker3: [00:23:43] Eight colors, but only one, two.
Speaker2: [00:23:45] Three, four, five of them.
Speaker3: [00:23:47] Are really, really relevant.
Speaker2: [00:23:49] Yeah. Variations are a big problem on Amazon cause you are hiding your colors and sizes. Of course, when you’re searching for.
Speaker3: [00:23:58] That product, you only have one search slot.
Speaker2: [00:24:00] In the search in the search page. And everybody who.
Speaker3: [00:24:06] Is looking for a colored chair will.
Speaker2: [00:24:07] Only see that one.
Speaker3: [00:24:09] I don’t click on the black chair in the hope of finding a pink or orange one or whatever one, and I don’t click on one share.
Speaker2: [00:24:17] And after that I possess two or four. Of course, when I only see one of them, I. I don’t click on them in the imagination of hopefully he has the right colour. Hopefully he has four of them. Nobody is searching and purchasing like that.
Speaker3: [00:24:34] And back to.
Speaker2: [00:24:35] To analyze back.
Speaker3: [00:24:36] Into the tool we have here, the idea behind of showing the.
Speaker2: [00:24:42] Interesting data.
Speaker3: [00:24:43] With a variations with the chosen ones. You can see them all here with all their data. And normally search.
Speaker2: [00:24:50] Volume is the thing.
Speaker3: [00:24:52] The thing number one.
Speaker2: [00:24:54] Everybody is looking for and let’s have a try. I will start with 5000 search.
Speaker3: [00:24:58] Volume per 30 days. Well, we have a problem using we have a problem. We are only focusing on 34%.
Speaker2: [00:25:07] Of revenue.
Speaker3: [00:25:08] Share. And I don’t like that. I like to focus.
Speaker2: [00:25:12] On revenue share and let’s see what’s happening.
Speaker3: [00:25:15] Oh, well, I am optimizing for.
Speaker2: [00:25:18] 80% of revenue share.
Speaker3: [00:25:20] And now.
Speaker2: [00:25:21] Let’s take a screenshot to make it absolutely.
Speaker3: [00:25:24] Crystal clear what that guy from Germany is talking about here. So hopefully you are now seeing.
Speaker2: [00:25:35] Both of them with.
Speaker3: [00:25:36] Screenshot data. You’re seeing it. No, no, no. Only och no problem. One I can, I can name the numbers.
Speaker2: [00:25:44] Everybody can scroll back in the video.
Speaker3: [00:25:48] When we optimizing for search volume, we have 57 keywords left and when we are optimizing.
Speaker2: [00:25:55] For.
Speaker3: [00:25:55] Revenue share, we had 100.
Speaker2: [00:25:57] Keywords left.
Speaker3: [00:25:58] The search volume we have focused on.
Speaker2: [00:26:01] Wars 25% or is 25%. And as we focused on revenue share, it’s only 19%.
Speaker3: [00:26:09] But. For 34% revenue share versus.
Speaker2: [00:26:18] 80.
Speaker3: [00:26:19] And that’s our idea. Our data, your decision. You can now make better.
Speaker2: [00:26:25] Decisions from my point of view. You’re just taking that set of of keywords added to a list or just put up a new list.
Speaker3: [00:26:36] And have a look on them. Why, without focusing on the data.
Speaker2: [00:26:44] You can of course use the data. Update Last.
Speaker3: [00:26:48] November 2022 course.
Speaker2: [00:26:50] To the situation of of search volume, search behavior. So no problem behind that. And when you’re going down into the data, just open it.
Speaker3: [00:26:59] Up and have a deeper look on your decisions. So now you have relevant data and you can work with.
Speaker2: [00:27:07] Them or you can just change the point.
Speaker3: [00:27:09] Of view to.
Speaker2: [00:27:10] Relate. Sorry. Related terms. My mistake.
Speaker3: [00:27:13] Significant terms.
Speaker2: [00:27:16] Simple patio furniture set.
Speaker3: [00:27:18] Outdoor dining for dining.
Speaker2: [00:27:20] With a table, it seems. So we have focused.
Speaker3: [00:27:22] On four chairs.
Speaker2: [00:27:23] But normally a table was in it.
Speaker3: [00:27:25] And so we can work for it. And yeah.
Speaker2: [00:27:29] For Amazon SEO, Amazon, PPC that is really, really impactful. And to understand the way of a reverse lookup, you need to understand a sales chair course. When there are.
Speaker3: [00:27:40] No sales on that product and it’s not shown to relevant audiences, why you should focus on keywords that product is.
Speaker2: [00:27:48] Ranking for. So from my point.
Speaker3: [00:27:50] Of view, always.
Speaker2: [00:27:51] Starts with that feature and then go to that.
Speaker3: [00:27:55] Feature for your own essence. Of course.
Speaker2: [00:27:57] You can start here directly in.
Speaker3: [00:27:59] The reverse lookup.
Speaker2: [00:28:01] That’s absolutely helpful.
Speaker3: [00:28:03] To, to work through different.
Speaker2: [00:28:05] Topics here. You’re seeing here advertising stream beta, which is a feature coming in the next months.
Speaker3: [00:28:11] But more helpful, more helpful is of course.
Speaker1: [00:28:14] So you’re offering stream to very cool. You’re going to offer a stream to the customers as well.
Speaker2: [00:28:22] Yeah. Yeah. Marketing stream is a big thing in the in the next in that year. In the next year. I would say when we are talked to two weeks before.
Speaker3: [00:28:32] But at the end. When you understand.
Speaker2: [00:28:36] The situation between search volume and SEO and you understand that you have.
Speaker3: [00:28:41] To focus on the keywords where the other ones, the competitor.
Speaker2: [00:28:45] The competitors are making their sales.
Speaker3: [00:28:47] You will directly build up.
Speaker2: [00:28:49] New and other SEO strategies. Absolutely. From from scratch. You will change your, your mindset for that.
Speaker3: [00:28:57] But as we have shown.
Speaker2: [00:29:00] It with a before entities.
Speaker3: [00:29:02] You can now build up a new way of thinking when it comes to images. What I want to show with my product, how I can show my product when everybody is searching for a flexible, waterproof led.
Speaker2: [00:29:15] Stripe.
Speaker3: [00:29:15] Or everybody.
Speaker2: [00:29:16] Is putting.
Speaker3: [00:29:17] It at the end in the bedroom, then make that product as near as possible into a bedroom. And what nobody is.
Speaker2: [00:29:26] Understanding is.
Speaker3: [00:29:28] When. Where is the searching for gaming.
Speaker2: [00:29:30] Led stripe gaming and searching for LED.
Speaker3: [00:29:33] Stripe bedroom? Please build up to different products. Maybe should be better to build up to different brands at all with the same product. Just change widget in a bit of a packaging, but a novel target group. Novel audience means you cannot focus with one product on all of them.
Speaker2: [00:29:54] And what is absolutely an insightful and relevant listing strategy, I seeing it.
Speaker3: [00:30:00] More and more and more.
Speaker2: [00:30:01] In in the in.
Speaker3: [00:30:03] The new launches of products.
Speaker2: [00:30:05] My idea is always to focus on a new or specific audience, and that is not working with changing.
Speaker3: [00:30:12] One naming.
Speaker2: [00:30:13] Of a word into another word. So changing bedroom to gaming course. It’s now summer, so that is not working.
Speaker3: [00:30:20] You have to build up a product per.
Speaker2: [00:30:23] Audience, which is much more relevant.
Speaker3: [00:30:25] I think you talked with with I told you about it Antonio.
Speaker2: [00:30:28] Simon in one of the last sessions. And last but not least, when it comes to PPC, your conversion rate is absolute relevant. And how hard is this? Is it to.
Speaker3: [00:30:38] Advertise a gaming led stripe directly onto keywords like LED stripes bedroom? There’s absolute mismatch, but.
Speaker2: [00:30:47] It’s not working. And so you can find new ideas and that is absolutely relevant.
Speaker3: [00:30:53] When you’re thinking about new products. As we have talked about variation, it’s not a new product. When you change the color, it’s not a new product.
Speaker2: [00:31:01] When you change.
Speaker3: [00:31:02] The number of sizes the customer gets at the end, you will lose customers in the long run course. What the customer needs is not a new variation in color or size. It’s about relevant next phase of that customer. When we are talking about garden share, yes, build it up to two of them. Send them, then sell a table.
Speaker2: [00:31:23] Then sell a cover.
Speaker3: [00:31:25] A cushion and all that stuff. That is coming next.
Speaker2: [00:31:28] And next and.
Speaker3: [00:31:29] Next. And that is a problem.
Speaker2: [00:31:31] I am seeing.
Speaker3: [00:31:32] Here.
Speaker2: [00:31:33] Also in United States when it comes to brand.
Speaker3: [00:31:36] Building and building up new products. Normally your.
Speaker2: [00:31:39] You’re just thinking.
Speaker3: [00:31:41] In your little bubble, okay, I’ve sourced them once. Now I can use a new color, a new.
Speaker2: [00:31:45] Now I can add a.
Speaker3: [00:31:46] New feature.
Speaker2: [00:31:47] To the same product.
Speaker3: [00:31:48] But your customer still has bought two of them. Why should he now per se, four of them in another color?
Speaker2: [00:31:55] It doesn’t make any sense. Maybe he’s got kids or so. Okay. Growing family. Okay, you need more chairs, but that is.
Speaker3: [00:32:03] Not the normal.
Speaker2: [00:32:04] Purchase.
Speaker3: [00:32:05] Behavior. And with that idea, it becomes more interesting when we are talking about growing sales. Of course, with that idea you can.
Speaker2: [00:32:14] Grow sales, core sales.
Speaker3: [00:32:16] Course you are. You’re becoming part of living behavior of your customer.
Speaker2: [00:32:22] And we have.
Speaker3: [00:32:23] Build it up.
Speaker2: [00:32:24] And speaking a speaker.
Speaker3: [00:32:27] Slot for for finding new products.
Speaker2: [00:32:30] Building a brand and we have worked through that with a trashcan. And in the United States where it’s a system with a trash cans.
Speaker3: [00:32:37] We don’t know. In Germany.
Speaker2: [00:32:38] Of course, in Germany, you bring them back to the supermarket, you get.
Speaker3: [00:32:41] Money for.
Speaker2: [00:32:42] It. Only a few countries in the United States have them and you get $0.01 in California or so.
Speaker3: [00:32:48] So what you need is a trash can compactor. So when you’re selling trash.
Speaker2: [00:32:52] Cans in the United.
Speaker3: [00:32:54] States, make sure you’re also selling a trash can compactor. That is the next.
Speaker2: [00:32:58] Product somebody is, is is.
Speaker3: [00:33:00] Needing. And you need one for the bathroom and you need one for the garage. So don’t.
Speaker2: [00:33:05] Try to gamble.
Speaker3: [00:33:07] With your.
Speaker2: [00:33:08] Customer in sizes or.
Speaker3: [00:33:09] Colors, Build up a solution, build up a portfolio of solutions. Just stay in the trash.
Speaker2: [00:33:16] Not don’t get it wrong. Stay in the trash, get rid.
Speaker3: [00:33:20] Of your garbage and put.
Speaker2: [00:33:21] It in the right bin. On yes, with a lit.
Speaker3: [00:33:24] Without the lid. But think about the whole situation behind it. What you need to build up a complete house with all.
Speaker2: [00:33:32] That different trash scenarios you can find. And so at the.
Speaker3: [00:33:37] End you will have a portfolio with solutions. And that is normally called a brand.
Speaker2: [00:33:44] And that’s much more interesting at the end from my point of view.
Speaker3: [00:33:47] And when you build up that mindset, you just.
Speaker2: [00:33:50] Need data, you need good.
Speaker3: [00:33:52] Data.
Speaker2: [00:33:52] And you need special.
Speaker3: [00:33:55] Output from that data like.
Speaker2: [00:33:56] Entities or significant terms as we have shown it and all that stuff. But at the.
Speaker3: [00:34:02] End you have.
Speaker2: [00:34:03] To make your own decision as part of the data as better is your.
Speaker3: [00:34:07] Decision. But before you not change your mindset and we try that like revenue share.
Speaker2: [00:34:12] Versus search.
Speaker3: [00:34:13] Volume and with that change.
Speaker2: [00:34:15] Of mindset, you.
Speaker3: [00:34:16] Will at the end have more performant products.
Speaker2: [00:34:19] Better PPC and we end.
Speaker3: [00:34:21] You have more money to build up more and more.
Speaker2: [00:34:24] Portfolio scenario. What is necessary.
Speaker3: [00:34:26] For a brand?
Speaker1: [00:34:32] How many comedy clients do you have right now? Least.
Speaker2: [00:34:37] I think we.
Speaker3: [00:34:37] Are over 25,000 I.
Speaker2: [00:34:40] Think was the last last data.
Speaker3: [00:34:42] I have in mind.
Speaker1: [00:34:44] Yeah. And are you one of the developers?
Speaker3: [00:34:48] No, no, no, no, no. In the business development.
Speaker2: [00:34:51] And in my.
Speaker3: [00:34:52] Section.
Speaker2: [00:34:53] As I’ve worked with.
Speaker3: [00:34:54] Excel, so I, I came up or I came up with.
Speaker2: [00:34:58] A strange ideas like entities. I’m not a programmer behind it.
Speaker3: [00:35:04] I’m.
Speaker2: [00:35:05] I have.
Speaker3: [00:35:06] Stupid.
Speaker2: [00:35:06] Ideas. So I’m thinking.
Speaker3: [00:35:08] About what’s the best way of figuring out which keyword is.
Speaker2: [00:35:12] Most relevant or how I can split my keywords and get them counted and build it with a feature.
Speaker3: [00:35:18] And what’s about.
Speaker2: [00:35:19] The average price? Why you need.
Speaker3: [00:35:21] Read for that? Can you use it?
Speaker2: [00:35:23] And then we build up the features behind it.
Speaker3: [00:35:26] So we are working together. Michael and Michael came up with a cool idea with inventory and account health.
Speaker2: [00:35:33] So normally in Europe we often have that problem of search suppressed listings.
Speaker3: [00:35:39] But Amazon is only stating you, you have a search.
Speaker2: [00:35:43] Suppressed listing.
Speaker3: [00:35:44] You get.
Speaker2: [00:35:44] That information via the search suppressed.
Speaker3: [00:35:46] But what is next? You have to send it to your v a or to your own people in the house, but you will not directly start to work on that. So only the number of naming of the finger pointing. But you have a problem. You have a problem. It’s no solution. So what we have done, we get connected to the API and you are seeing that data.
Speaker2: [00:36:07] In our system.
Speaker3: [00:36:08] And then you can send that problem directly within a Zener to your VA.
Speaker2: [00:36:16] You’re looking surprised.
Speaker3: [00:36:18] Do you want to see it?
Speaker2: [00:36:20] Yes, please. Okay, let’s. Let’s go a second into it. But that was his idea.
Speaker3: [00:36:26] At the beginning.
Speaker2: [00:36:27] I didn’t get it.
Speaker3: [00:36:27] I was like, for what you’re needing, but. So you’re finding it here. Inventory and account have You can see it?
Speaker1: [00:36:36] Yes.
Speaker3: [00:36:37] Okay. You’ll go on it.
Speaker2: [00:36:38] As we are coming from Amazon.com, we have seen one.
Speaker3: [00:36:41] Now we are.
Speaker2: [00:36:42] Back to the to the German one. We are seeing one suppressed listing one.
Speaker3: [00:36:47] You can open up all the.
Speaker2: [00:36:49] Other marketplaces and you see it. One is directly for Asana, that one isn’t. And now you can build up.
Speaker3: [00:36:57] Create a task. You have to enter all.
Speaker2: [00:37:00] The assigns for specific.
Speaker3: [00:37:02] Colleague project.
Speaker2: [00:37:04] Name due date, and we will send it directly with all the information behind it.
Speaker3: [00:37:10] To them. And now you have work in.
Speaker2: [00:37:13] Process and.
Speaker3: [00:37:14] That is.
Speaker2: [00:37:15] What the software as a service.
Speaker3: [00:37:16] Should be in the.
Speaker2: [00:37:17] Last situation, from my point of view, Asana, one of the most used.
Speaker1: [00:37:22] Tasks, project management software.
Speaker2: [00:37:24] Project management software is absolutely cool and the same situation we have at the end. But for Listing Builder, that was a crazy idea of mine.
Speaker3: [00:37:32] The inventory.
Speaker2: [00:37:33] Files.
Speaker3: [00:37:34] Are nobody wants.
Speaker2: [00:37:36] To work with them and so we build it up away.
Speaker3: [00:37:39] You import them and you can work on.
Speaker2: [00:37:42] Them and then you export them really, really easy. You get the data into the system and everybody is focusing on title bullets, description, search terms.
Speaker3: [00:37:53] Normally.
Speaker2: [00:37:54] Normally nobody has in.
Speaker3: [00:37:56] Preview of a title, title.
Speaker2: [00:37:58] Length, and nobody has let nobody understands what I’m talking about. Just make it crystal clear what I’m talking about.
Speaker1: [00:38:08] There you go.
Speaker3: [00:38:09] Your title is shown in different ways on Amazon, and you need to make sure that.
Speaker2: [00:38:14] The customer really understands.
Speaker3: [00:38:16] What is your main.
Speaker2: [00:38:17] Feature. And it seems that the cup holder is the biggest feature of that product.
Speaker3: [00:38:21] The level.
Speaker2: [00:38:21] Of resistance.
Speaker3: [00:38:23] Is not shown in the readable situation of the customer in the normal title.
Speaker1: [00:38:28] Oh no.
Speaker3: [00:38:29] Yeah. So we always.
Speaker2: [00:38:31] Have that preview on the other side. You can of course directly.
Speaker3: [00:38:36] Import live garden.
Speaker2: [00:38:38] And the data will be judged by internal systems.
Speaker3: [00:38:41] And.
Speaker2: [00:38:42] You’re setting it up to 100% efficiency.
Speaker3: [00:38:45] And you will.
Speaker2: [00:38:46] Directly see is your listing good or bad?
Speaker3: [00:38:49] You can work through.
Speaker2: [00:38:50] All of that data, change the way.
Speaker3: [00:38:52] Of viewing onto it.
Speaker2: [00:38:54] As we’ve talked about it, search volume is relevant. Okay. If there is no search for it, there is no purchase power.
Speaker3: [00:39:02] Behind the buying power, but you can also optimize for for buying power at all. You will find all of it. But now is.
Speaker2: [00:39:11] That.
Speaker3: [00:39:11] Is the normal problem. After that, everybody stops. But here we start. Now we need to.
Speaker2: [00:39:18] Talk about all the inventory fights, all the basic data behind it, all the possibilities you can fill.
Speaker3: [00:39:26] But bullet points.
Speaker2: [00:39:26] Are just one part of them. But what is about the relevant color maps you can use? What is about? Let’s have a.
Speaker3: [00:39:33] Look.
Speaker2: [00:39:34] Product enrichment. What’s really, really cool? What’s the base type that’s in technical?
Speaker1: [00:39:40] I can spend days working on this.
Speaker3: [00:39:42] No, we have we have all of that directly in our systems.
Speaker2: [00:39:47] And you can directly enter. You will.
Speaker1: [00:39:50] Find. No, but I mean, there’s there’s so many things to do on the software that I can spend like days working on my listings.
Speaker3: [00:39:57] So at the end the idea is just load up an inventory.
Speaker2: [00:40:01] File and receive.
Speaker3: [00:40:03] Incomplete inventory.
Speaker2: [00:40:05] File.
Speaker3: [00:40:05] I really think product data management, should.
Speaker2: [00:40:08] It be called instead of SEO optimization, because.
Speaker3: [00:40:11] Seo optimization is just a little part of that fundamental basics. Every foot on the left side of a SERP is based on your data you are.
Speaker2: [00:40:22] Entering in that inventory file starts.
Speaker3: [00:40:24] With a product type.
Speaker2: [00:40:25] When you have a chainsaw, you can set it into product type tools. Everybody would say Yes. Makes sense when I say to you that you will have no.
Speaker3: [00:40:36] Appearance to the keyword chainsaw.
Speaker2: [00:40:39] While using the product type tools.
Speaker3: [00:40:41] Everybody will. What? What, what? Yeah. The problem is there is.
Speaker2: [00:40:46] A product type that.
Speaker3: [00:40:47] Is called chainsaw, and with that.
Speaker2: [00:40:51] Product type you will will become relevant.
Speaker3: [00:40:53] For the keyword chainsaw. That is a big problem. Of course, with ads you will be shown under chainsaw, but you will not bring up any.
Speaker2: [00:41:01] Organic.
Speaker3: [00:41:02] Potential. Nothing will happen. Of course you have wrong.
Speaker2: [00:41:06] Product type and that’s the scenario why we are thinking.
Speaker3: [00:41:09] A bit bigger.
Speaker2: [00:41:10] We are going we are trying to go the last step.
Speaker3: [00:41:14] Nobody is thinking about it. Not we are not talking about our tools. We are we are talking about our.
Speaker2: [00:41:20] Customers, our sellers and.
Speaker3: [00:41:21] Vendors. What are the little steps we are missing and how we can.
Speaker2: [00:41:26] Make it as simple as.
Speaker3: [00:41:28] Possible, but they can move on on to where? Path of.
Speaker2: [00:41:31] Where advertising marketing strategy.
Speaker3: [00:41:33] Marketplace.
Speaker2: [00:41:35] Strategy course. Normally if you don’t have a marketplace strategy in our times, you don’t have a brand strategy at all. You can keep it as simple as that. When you understand it with a when you have no marketplace or ecommerce strategy, you don’t have any brand strategy at all. That should be in the mindset of everyone. Walmart is a is a bigger thing in the United States than in when in Europe. In Europe you have that specific marketplaces see discount in France, Allegro in Poland and all that stuff. United States are. Absolutely bigger at higher numbers, but you always have to think about it. A brand strategy means you need a marketplace strategy.
Speaker1: [00:42:27] Can you share with us the scale of one of your clients? Like what a success case. Like, they they didn’t have my life and all they have of my life and they’re able to achieve that.
Speaker3: [00:42:41] Yeah we have a lot of.
Speaker2: [00:42:44] Of of of clients. So when you come to the to the simple.
Speaker3: [00:42:47] Structures we have one.
Speaker2: [00:42:49] Client since since over five years he started with jewelry. Immediately what is called in the United States seven.
Speaker3: [00:42:58] Figures.
Speaker2: [00:42:58] Seller So he made 1 million directly in the first year.
Speaker3: [00:43:02] But with the correct.
Speaker2: [00:43:03] Marketplace strategy.
Speaker3: [00:43:04] We are not focusing.
Speaker2: [00:43:05] Only on Amazon. Overall. He’s making 20 million or last year more about that.
Speaker3: [00:43:10] And we are working only with.
Speaker2: [00:43:12] Data.
Speaker3: [00:43:12] Management course when we are talking about jewelry. The problem.
Speaker2: [00:43:16] Is you have a lot of different products in a lot.
Speaker3: [00:43:19] Of different.
Speaker2: [00:43:19] Colors and patterns and different stones, pearls and all that designs.
Speaker3: [00:43:24] So we build it up.
Speaker2: [00:43:26] A specific solution and build.
Speaker3: [00:43:28] It up cluster keyword.
Speaker2: [00:43:29] Sets. So for a bracelet, for chain, for a ring for your ring.
Speaker3: [00:43:35] And we work.
Speaker2: [00:43:36] The rotating keyboard set. It sounds stupid, but it’s really, really interesting cause when you’re talking about.
Speaker1: [00:43:42] Changing title and bullets. Yes. For how long? Every one week.
Speaker3: [00:43:49] No. What does one of our clients.
Speaker2: [00:43:51] He is changing it every day. With our data course, we have an API. You can connect to our API, and then you can change it immediately as as often as you want. He has over.
Speaker3: [00:44:02] 1 million.
Speaker2: [00:44:02] Products. Yeah, he has. He has an other problem. He has over 1 million products and he needs that specific trends in the in the in that fashion segment to make sure to be on trend as we have seen a tick tock trend item.
Speaker3: [00:44:17] You need to know what.
Speaker2: [00:44:18] Immediately. Of course the trend.
Speaker3: [00:44:20] On tick tock means yes or no and you get it or you lose it. And in the.
Speaker2: [00:44:26] In the situation of that.
Speaker3: [00:44:29] Keyword.
Speaker2: [00:44:29] Cluster sets, we build it up. Clusters for for gold, for silver, for ring, for bracelet has a ring stone on it, a pearl on it. Is it polished, it’s not polished and all that stuff.
Speaker3: [00:44:41] And build it up.
Speaker2: [00:44:42] Little segments like what it’s called Violet.
Speaker3: [00:44:48] Violet is also.
Speaker2: [00:44:50] Called in in English, I think. What’s our name for it?
Speaker3: [00:44:54] So for for normal color, you will find more and more different colors.
Speaker2: [00:44:58] Or green is like.
Speaker3: [00:44:59] Aquamarine, I think. And we have played it up. Clusters. What’s the name for that Bordeaux, Red Rose.
Speaker2: [00:45:06] And all that stuff.
Speaker3: [00:45:08] We written it together and then we developed a backwards.
Speaker2: [00:45:12] System.
Speaker3: [00:45:12] How we can split that keywords.
Speaker2: [00:45:14] And.
Speaker3: [00:45:14] Make sure it will reach the correct product.
Speaker2: [00:45:17] So we started with Ring, for example. The first number was ring. The second number was what color is ring? Gold, silver, Z.
Speaker3: [00:45:25] So one ring one, two, three means one, One is.
Speaker2: [00:45:30] A ring in gold. Okay, next step, a number or a letter. A a.
Speaker3: [00:45:36] Means.
Speaker2: [00:45:36] A ring in.
Speaker3: [00:45:38] Gold with a pearl.
Speaker2: [00:45:40] So the next one is a letter where a.
Speaker3: [00:45:43] After that comes the number, the color.
Speaker2: [00:45:45] Of the pearl. Is it more silver or darker, lighter color and so on. And so we.
Speaker3: [00:45:50] Have a 12 number digit code. And with that, he only enters the code.
Speaker2: [00:45:55] And receives.
Speaker3: [00:45:56] Complete data for title.
Speaker2: [00:45:58] Bullet point back and keywords.
Speaker3: [00:46:00] And hang it up.
Speaker2: [00:46:01] Complete segments for it also for the different sizes. Of course, in Europe you can shorten the sizes not only size 54 and 54 for ring is also a 70.
Speaker3: [00:46:15] Normally you.
Speaker2: [00:46:15] Know what? From the shoes there is a French naming a us, naming a German naming for the different sizes or boxer shorts. You can buy.
Speaker3: [00:46:23] Books or shorts.
Speaker2: [00:46:24] In Excel.
Speaker3: [00:46:25] That also means eight. You can buy when.
Speaker2: [00:46:28] M m also means six. And so we build it up a huge cluster for that absolutely success.
Speaker3: [00:46:36] We are launching now.
Speaker2: [00:46:38] A man product in that section.
Speaker3: [00:46:40] We’re working a lot with.
Speaker2: [00:46:41] With data. Of course, as I’ve.
Speaker3: [00:46:43] Talked about with the values.
Speaker2: [00:46:45] In the inventory file are absolutely awesome when.
Speaker3: [00:46:49] You’re working with rolling.
Speaker2: [00:46:51] Systems. So let’s say you have five different types of users Marriage, Valentine’s Day, Mother’s Day Jubilee, what what is called the day you met, the first day you met and all that stuff, you can use them really as well. It values on Amazon.
Speaker3: [00:47:13] And you have five.
Speaker2: [00:47:14] Of them, but you have ten aces in the variation course to the colors for ring, you use a variation of course.
Speaker3: [00:47:23] And now we have a problem. Everybody is deciding for one, no decide for two. No, you have ten of them and five are coming up. One, two, three, four, five.
Speaker2: [00:47:34] And variation six gets one, variation seven gets two, and.
Speaker3: [00:47:38] You’re working.
Speaker2: [00:47:38] With rotating systems behind it with.
Speaker3: [00:47:41] All the data.
Speaker2: [00:47:43] And that was absolutely success.
Speaker3: [00:47:45] Story on our.
Speaker2: [00:47:46] Side.
Speaker3: [00:47:47] We developed a complete new.
Speaker2: [00:47:49] Product against the market. Everybody knows the warm, cold compresses, everybody has blue of them.
Speaker3: [00:47:56] The blue.
Speaker2: [00:47:57] Gail pads for cold and warm.
Speaker3: [00:48:00] For your shoulder unit.
Speaker2: [00:48:01] And so on. And we have figured out that pink is absolutely search relevant. We build it up use case for that and.
Speaker3: [00:48:10] So normally.
Speaker2: [00:48:11] Everybody.
Speaker3: [00:48:11] Comes to us with a problem and we’re trying to figuring out what is our solution. We are not working in that way of use. Analyze, click here, click here, click here, and.
Speaker2: [00:48:24] You will have success.
Speaker3: [00:48:26] We are more working in that way. What is your problem? Okay, let’s do it like.
Speaker2: [00:48:31] This and bet I have an experience. Over ten years I’ve worked in every.
Speaker3: [00:48:36] Category.
Speaker2: [00:48:37] And with.
Speaker3: [00:48:38] Every brand you can imagine.
Speaker2: [00:48:40] And so I’ve seen.
Speaker3: [00:48:41] All the.
Speaker2: [00:48:41] Different ideas with different solutions.
Speaker3: [00:48:44] And so we come.
Speaker2: [00:48:45] Always from that idea of figuring out.
Speaker3: [00:48:48] A solution and not trying to convince you to make.
Speaker2: [00:48:51] It like that. And we forced you to do it like that and set that filter.
Speaker3: [00:48:56] You know.
Speaker2: [00:48:57] Everybody has our brand and marketplace strategy and that needs different solutions. And so we are focusing on that typical styles and.
Speaker3: [00:49:07] For our clients. When you are looking.
Speaker2: [00:49:09] In the in the.
Speaker3: [00:49:10] Normal.
Speaker2: [00:49:11] Reports, SMB reports, small and medium business.
Speaker3: [00:49:13] Reports for four.
Speaker2: [00:49:15] German and United States, you can find that reports for for Amazon you are seeing what is the relevant benchmark.
Speaker3: [00:49:22] Of.
Speaker2: [00:49:23] Clients you need. And in that situation we are we are absolutely a welcome and useful for them. So we have a lot of use cases in case studies, but.
Speaker3: [00:49:35] All the time. When you’re thinking about.
Speaker2: [00:49:37] Case study.
Speaker3: [00:49:38] Or looking at your competitors, you’re trying to copy the success of them. But with that, you will only become as good as them. But at the end, we want to be better as them. And so might normally problem with.
Speaker2: [00:49:52] Case studies is you can fake.
Speaker3: [00:49:54] It until maybe you.
Speaker2: [00:49:56] Make it. You see it on LinkedIn and so different posts about, Oh, I’m so successful.
Speaker3: [00:50:02] And you’re looking on that. Here’s something not like the ad console. What fake is that? Or some numbers.
Speaker2: [00:50:07] Are missing and all that fun. So I’m.
Speaker3: [00:50:10] Not the guy for typical.
Speaker2: [00:50:11] Use cases.
Speaker3: [00:50:12] I’m more talking about copy your sponsored brand video ads. Of course, we have free ad slots for videos on the.
Speaker2: [00:50:20] Serp at the top. In the middle at.
Speaker3: [00:50:22] The end you need free copies with the exact same keyword with this exact same bidding, but you will be shown free times.
Speaker2: [00:50:30] When it comes to mobile search. And let’s.
Speaker3: [00:50:33] Search.
Speaker2: [00:50:33] Copy it ten times.
Speaker3: [00:50:34] And you will never ever.
Speaker2: [00:50:36] See a competitor.
Speaker3: [00:50:38] Video.
Speaker2: [00:50:38] Again in the search.
Speaker1: [00:50:40] That is like that.
Speaker3: [00:50:42] Yeah, that is the part.
Speaker2: [00:50:43] Which we need to.
Speaker3: [00:50:45] Focus on what different nerdy solutions you can find on Amazon.
Speaker2: [00:50:50] And not a yes. I’ve printed up a use case with a garden chair.
Speaker3: [00:50:53] I’m selling it. Lady, this trip, what should I learn from a garden chair? Yeah, maybe.
Speaker2: [00:50:58] Nothing, but it’s a cool use case. No, it isn’t. So that’s my idea. Behind it, we are focusing on the on.
Speaker3: [00:51:06] The nerd talk a bit more.
Speaker2: [00:51:07] And you have seen it on our features entities and all that stuff and the first moment. What’s that? And the.
Speaker3: [00:51:14] Second moment. Well, I like that way of thinking. I should use it. Oh, what is cool?
Speaker2: [00:51:21] And when you get addicted to Emily’s, I from my point of view, like that way of thinking.
Speaker3: [00:51:26] Of course. Of course I. Of course I like.
Speaker2: [00:51:29] That way of thinking. Yeah.
Speaker1: [00:51:36] Let me ask you something. If I want you like to start checking all the features from my life, Is there like an YouTube channel that goes over all the features step by step? So you just go to YouTube amylase and start watching the videos? Are you the one to make the video?
Speaker3: [00:51:53] Yes, normally I do the videos. When we have.
Speaker2: [00:51:56] An unhelpful translator for United States, we use for United States channels. So we have two channels.
Speaker3: [00:52:02] But you will.
Speaker2: [00:52:04] You will find the English videos on both of them. But what makes it much more easier? A good tool is only as good as the support it is offering.
Speaker3: [00:52:15] When you are clicking on any feature, I can’t show you it.
Speaker2: [00:52:18] Of course I have seen all the videos for every feature.
Speaker3: [00:52:21] Where will pop up a video and you can watch it directly that will guide you through that next feature and you will understand.
Speaker2: [00:52:30] It and then you can try it. We have.
Speaker3: [00:52:32] A big knowledge.
Speaker2: [00:52:33] Base in our system.
Speaker3: [00:52:35] Where you on.
Speaker2: [00:52:36] The right side find a lot of questions directly connected to.
Speaker3: [00:52:40] A feature you are in at that moment.
Speaker2: [00:52:43] And so you will find all of that.
Speaker3: [00:52:46] Normally from my point of view, before you use the tool, also before you use.
Speaker2: [00:52:52] Our free trial of 14 days and after that you can receive a 50%.
Speaker3: [00:52:57] Coupon.
Speaker2: [00:52:58] For the next for the next steps.
Speaker3: [00:53:00] But before it go to the YouTube.
Speaker2: [00:53:02] Channel and try.
Speaker3: [00:53:03] To watch a few.
Speaker2: [00:53:04] Videos about the features and try to understand it, of course, what.
Speaker3: [00:53:09] What I felt in the.
Speaker2: [00:53:10] Last last month, that was really.
Speaker3: [00:53:12] Cool. A lot of new.
Speaker2: [00:53:13] Clients came up.
Speaker3: [00:53:14] Short.
Speaker2: [00:53:15] Before Christmas.
Speaker3: [00:53:16] Hey, we have booked the free tariff. What should I try?
Speaker2: [00:53:20] And I was like.
Speaker3: [00:53:21] Sorry, but you are on vacation.
Speaker2: [00:53:23] Next week to.
Speaker3: [00:53:24] New Year. Oh damn, I haven’t thought about that.
Speaker2: [00:53:28] But 14 days trial is is is really short.
Speaker3: [00:53:32] It sounds 14 days. Two weeks. Yeah. But you need to make sure to watch the videos before and then start to use the tool. Of course, if you don’t do that, the.
Speaker2: [00:53:41] 14 days will go on and you haven’t used anything.
Speaker3: [00:53:45] Or you haven’t understand.
Speaker2: [00:53:47] It. So that is.
Speaker3: [00:53:48] A typical problem before.
Speaker2: [00:53:50] Towards we don’t have to talk about this problem. No, no, no. That’s typically software as a service problem when you’re.
Speaker3: [00:53:56] Coming.
Speaker2: [00:53:57] From that way of.
Speaker3: [00:53:58] I will try. What way can you will.
Speaker2: [00:54:01] Don’t you will not see any.
Speaker3: [00:54:02] Success. You need the problem a good idea and you’re looking for a specific solution or you have an idea you can benchmark your own product. Take an inventory sheet of your product, load it up to analyze and set it in the listing builder and make a reverse look up as we have done it.
Speaker2: [00:54:21] Look at the set share of your competitors.
Speaker3: [00:54:23] Look in the look by way of.
Speaker2: [00:54:25] Making, say, its revenue.
Speaker3: [00:54:26] Share. Take all that keywords and now in the listing builder you can load up.
Speaker2: [00:54:31] That list of keywords and you get benchmark directly.
Speaker3: [00:54:34] How good you are. Led Stripe. You have forgotten cool stuff.
Speaker2: [00:54:39] You have.
Speaker3: [00:54:39] Forgotten dorm, you have forgotten bedroom or mirror.
Speaker2: [00:54:44] Cause a lot of people using the LED stripe.
Speaker3: [00:54:47] Around Ramiro So you can.
Speaker2: [00:54:50] Directly start with that from my point of view and if you.
Speaker3: [00:54:53] Want. So yeah, just go ahead and work you through.
Speaker2: [00:54:58] Through that different ways of thinking forward using processes.
Speaker3: [00:55:03] But don’t try normally.
Speaker2: [00:55:06] To invent this. That is an absolutely relevant high end for every tool. Don’t just start and try to to understand anything that will not work.
Speaker3: [00:55:15] What should we do before.
Speaker2: [00:55:16] Or write us an email?
Speaker3: [00:55:19] What is your problem? So when it comes to monitoring.
Speaker2: [00:55:23] Of specific data on the PDP.
Speaker3: [00:55:25] We can answer no. At the moment.
Speaker2: [00:55:27] We don’t have that.
Speaker3: [00:55:28] Feature. What is about keyboard monitoring? Yeah, we we have a normal setup.
Speaker2: [00:55:34] That is an.
Speaker3: [00:55:35] Rotating algorithm. We will see your product, you will.
Speaker2: [00:55:38] Have that keyboard.
Speaker3: [00:55:39] Monitoring immediately. But when you want to focus on specific keywords, we have a feature here. Enter your keyword.
Speaker2: [00:55:47] Set the.
Speaker3: [00:55:48] Interval one hour.
Speaker2: [00:55:49] Three hour, six hour, 12 hour, 24 hour, three day, 70 days.
Speaker3: [00:55:54] Whatever you want. And we will show you the.
Speaker2: [00:55:56] Position of.
Speaker3: [00:55:57] Your product under that keyword and what.
Speaker2: [00:55:59] Organic position and.
Speaker3: [00:56:00] You will directly see in that hour. On that hour, I was here.
Speaker2: [00:56:04] I was where that changed. And so you will have all the insights at the end.
Speaker3: [00:56:12] The more interesting point from my point of.
Speaker2: [00:56:14] View as as a tool is, as I said, not trying to convince somebody.
Speaker3: [00:56:19] For new mindset, but when you when we are showing you data in a way you never, ever have seen them before, you are starting to think about what have I done the years before? Why didn’t I ask the.
Speaker2: [00:56:33] Questions for entities.
Speaker3: [00:56:35] Before? Why don’t I get it anywhere else?
Speaker2: [00:56:38] And so that is a bit more interesting from my point of view. So when you can use it for for whatever you want and you will get a lot of interesting data or it’s helpful when we’re talking about search suppress listing.
Speaker3: [00:56:54] Nobody knows what to do with them. Send them to your var. We are Asana. Now he can.
Speaker2: [00:57:00] Directly start to.
Speaker3: [00:57:01] Work on the problem and that.
Speaker2: [00:57:03] Is the idea of a good software. As a service.
Speaker3: [00:57:05] Start to work on your problem, you need a listing, start to work on it. You need information about the.
Speaker2: [00:57:12] Keyword for PPC, what.
Speaker3: [00:57:13] Ads start to work on it. The normal.
Speaker2: [00:57:17] Problem is we are showing data and insights and information.
Speaker3: [00:57:22] And now what should I do with it? I don’t know. You can just change the point of view from the.
Speaker2: [00:57:29] Database to the related terms to the entities.
Speaker3: [00:57:32] Are. No, I.
Speaker2: [00:57:33] Understand.
Speaker3: [00:57:34] It. I want to build up new product portfolio.
Speaker2: [00:57:37] Images or IDs.
Speaker3: [00:57:38] For bullet points. Go into.
Speaker2: [00:57:40] The entities.
Speaker3: [00:57:41] I want to see what is the most searched length? Yeah, go to significant terms. You will directly find it.
Speaker2: [00:57:47] Yeah. And so you always have a work around with every feature and normally nobody needs to enter Truth.
Speaker3: [00:57:54] Introduce you to that feature, how you need to use it. You will find your way.
Speaker2: [00:58:00] Of using it. And that is normally the highest goal when we’re talking about software as a service.
Speaker3: [00:58:06] Overall, not.
Speaker2: [00:58:07] Only.
Speaker3: [00:58:08] In our tool.
Speaker1: [00:58:10] And that, ladies and gentlemen, what? Question number one. I have a list of questions here that I was not able to ask. You’re going to have to come back next month. Yes. So many questions for you.
Speaker3: [00:58:23] Yeah. On the one side, we can we can go with that. On the other side, we haven’t even talked about the really hard ideas.
Speaker2: [00:58:31] You can imagine.
Speaker3: [00:58:32] What what it means when you have an average price per keyword for the SERP, what that means for your PPC bidding. Yeah, but campaign structures normally are. Yeah. Garden chair.
Speaker2: [00:58:47] Cushions and covers and bid up.
Speaker3: [00:58:49] Different.
Speaker2: [00:58:50] Keyword sets.
Speaker3: [00:58:51] But what’s about the average price? Nobody is talking about the average price. You can build up a campaign structure with.
Speaker2: [00:58:57] Prices in the.
Speaker3: [00:58:58] Average under €60 from 60 to 100 and over €300. And you can calculate with different crops and all the different stuff you will figuring out different bit scenarios for that. So we can talk.
Speaker2: [00:59:11] About endless scenarios and ideas.
Speaker3: [00:59:14] But one of my.
Speaker2: [00:59:15] Favorite ideas, as I said, sponsored.
Speaker3: [00:59:18] Product videos.
Speaker2: [00:59:19] Just copy them.
Speaker3: [00:59:21] Um, is one thing nobody is talking about at the moment. And that’s the idea. We are not only a tool, we are helping our clients to help themselves. So now.
Speaker2: [00:59:33] Let’s have a deep.
Speaker3: [00:59:34] Talk about our two.
Speaker2: [00:59:35] Campaigns.
Speaker3: [00:59:38] Okay. All right. At the moment. At the moment, we are not managing them. Marketing stream advertising.
Speaker2: [00:59:44] Beta available soon. Okay, no problem. But let’s.
Speaker3: [00:59:47] Talk about the deep talk for.
Speaker2: [00:59:49] Campaigns.
Speaker3: [00:59:49] The best.
Speaker2: [00:59:50] Ppc strategy is auto campaign strategies, from my point of.
Speaker3: [00:59:54] View. The problem here is really simple. When you’re setting up a different copy of.
Speaker2: [01:00:00] That campaign with a higher bit, let’s say 17, 27, 37, 47, 57, 67, five or six campaigns, the highest one will win. Seven $0.67 that will run. So that’s a problem. Normally for years ago, we have developed a cooler system that worked in every building corridor.
Speaker3: [01:00:20] So no, it’s not working. We have build it up a.
Speaker2: [01:00:22] New strategy last month.
Speaker3: [01:00:26] Copy that campaign.
Speaker2: [01:00:29] Use fixed.
Speaker3: [01:00:30] Bid.
Speaker2: [01:00:30] Copy vet campaign use up and down copy vet campaign only use down with the same bid, same campaign.
Speaker3: [01:00:38] And that will work.
Speaker2: [01:00:39] Absolutely awesome.
Speaker3: [01:00:41] You can build it up in two ways. For one.
Speaker2: [01:00:43] Way the.
Speaker3: [01:00:44] Portfolio.
Speaker2: [01:00:44] Situation. You have a ring bracelet, you have the chain and earrings. So you copy that four times. But the products are all the rings, all the bracelets, all the chains and so on.
Speaker3: [01:00:57] Or if you only have one product, because normally.
Speaker2: [01:01:00] My clients have a lot of products, a lot of trouble, and you need to keep it as simple as.
Speaker3: [01:01:04] Possible. But we are working also with one.
Speaker2: [01:01:07] Product clients and we have.
Speaker3: [01:01:08] Build it up more nerdy behind it, free out of campaigns.
Speaker2: [01:01:12] Fixed up and.
Speaker3: [01:01:13] Down, down only. And behind that we have build it up free at groups. It’s working. It’s working.
Speaker2: [01:01:23] It’s working. It’s working.
Speaker3: [01:01:24] So when you’re not using malice, you need to follow us cause we are coming up with a crazy ideas but are also working. And I think that is the biggest difference to all. Amazon towards out where we have a good tool, we have a lot of data for your next.
Speaker2: [01:01:41] Best decisions.
Speaker3: [01:01:42] But we are always coming up with quite.
Speaker2: [01:01:44] Crazy ideas in our first thinking, but in the second thinking it’s absolutely.
Speaker3: [01:01:50] Mind blowing and you will have a lot of fun. Copy your.
Speaker2: [01:01:54] Campaigns.
Speaker3: [01:01:55] Copy your video.
Speaker2: [01:01:55] Campaigns and copy your auto campaigns, but setting up a different bit modifier. So I.
Speaker3: [01:02:01] Really don’t want to talk.
Speaker2: [01:02:02] All the time about the tour, so I try.
Speaker1: [01:02:05] Let me ask you something that I didn’t. Let me ask you something that I don’t understand. Why copy many out of campaigns? Why would you do that.
Speaker3: [01:02:16] In the in the in the time in.
Speaker2: [01:02:18] 2016 when all that ads came.
Speaker3: [01:02:20] Up, bidding corridors were a strategy I developed and nobody used.
Speaker2: [01:02:26] Only my clients use that. And as I became speak on conferences and so on, I’ve talked about that.
Speaker3: [01:02:34] More and more and more.
Speaker2: [01:02:35] And that was really, really high level ideas.
Speaker3: [01:02:39] And everybody which used that idea was like, What the hell is happening here? You’re setting your campaigns copied, copied, copied, but in the bidding corridors.
Speaker2: [01:02:48] 1727 whatever.
Speaker3: [01:02:50] You wanted, you could build it up.
Speaker2: [01:02:52] Bidding query stores onto.
Speaker3: [01:02:54] 100 or.
Speaker2: [01:02:55] $999.
Speaker3: [01:02:57] And the ads were shown in the relevant corridors. When you have one product, normally you’re showing that product in the one ad slot. But what’s about with other ad auctions? You’re not participating in all ad auctions all the day because your bid is too high, your bid is too low.
Speaker2: [01:03:13] The CTA is too high, with CTR.
Speaker3: [01:03:16] Is too low, whatever. You are not competing in all that auctions in. My idea was how can I snitch into every auction? And that was the rate bidding corridors. One was an.
Speaker2: [01:03:28] Absolutely.
Speaker3: [01:03:28] Awesome way and Amazon changed.
Speaker2: [01:03:31] The whole ad system two years ago.
Speaker3: [01:03:34] And that was not working anymore. And so we build it up new solutions.
Speaker2: [01:03:38] And when Amazon changed something last year, so last December, we are coming up.
Speaker3: [01:03:42] With another new solution. And with that copied campaigns.
Speaker2: [01:03:46] You can solve one of the biggest.
Speaker3: [01:03:47] Problem being part of more ad auctions because.
Speaker2: [01:03:52] That is the relevant system we have to think about. Everybody is talking about impressions, clicks, say it and all that stuff.
Speaker3: [01:03:58] But you need to make sure to becoming part of the ad auction to at the end win the auction and get an impression. So the impressions are called one auctions. Every auction you have, one will end in an impression.
Speaker2: [01:04:14] And when you understand that game, you.
Speaker3: [01:04:16] Are like, Ah, okay, a small.
Speaker2: [01:04:18] Auction as I can take part in as more possible impressions I can gain at the end. As more clicks at the end clicks our traffic and with a good conversion rate, with a good listing, that means that we can say it. And that was the idea. And for the for the sponsored brand videos, that is one of the simplest ideas. You’re seeing.
Speaker3: [01:04:37] Free videos on the.
Speaker2: [01:04:39] Serp at the top and the middle at the end. How can.
Speaker3: [01:04:42] You.
Speaker2: [01:04:43] Be placed in all of them?
Speaker3: [01:04:44] With that one ad you will not get free placements with one ad.
Speaker2: [01:04:49] That is one of the problems with the variations. You will only have one ad placement one or genic placements and that’s it.
Speaker3: [01:04:56] And for a few.
Speaker2: [01:04:58] Of ad formats it’s really.
Speaker3: [01:05:00] Working good.
Speaker2: [01:05:01] With copied campaigns.
Speaker3: [01:05:03] Being part of more auctions.
Speaker2: [01:05:05] Means that we end, you’re becoming more successful. That’s my idea behind it.
Speaker1: [01:05:14] And when you make a negation on an altar campaign, you have to carry the negation to the other out the campaigns.
Speaker3: [01:05:20] Negations. You mean at the end? Negative keywords.
Speaker2: [01:05:24] Or setting different.
Speaker1: [01:05:25] Bids? If you if you know, if you’re making like a negative match search term because you notice that one one out of campaign has a search term that’s getting lots of clicks and no conversion and you want to negate that search term. So you’re doing all your all the campaigns.
Speaker2: [01:05:42] Since ten years Amazon experience and six years Amazon advertising course. Amazon advertising only appeared six years ago.
Speaker3: [01:05:51] I’m not working with negative keywords.
Speaker2: [01:05:55] I find them.
Speaker3: [01:05:56] So maximum.
Speaker2: [01:05:58] Useless.
Speaker3: [01:06:00] That is when you have a lot.
Speaker2: [01:06:02] Of time or.
Speaker3: [01:06:03] Quite good tool when you can try it. But the problem with negative search terms is so big. Everyone in the Amazon community when you talk with them, knows the problem. You’re setting the keywords off or you negate them. What is happening.
Speaker2: [01:06:20] When.
Speaker3: [01:06:21] We search behind it.
Speaker2: [01:06:23] Is coming.
Speaker3: [01:06:24] Up again or.
Speaker2: [01:06:25] Is coming from.
Speaker3: [01:06:26] New a new audience. A new audience is coming up. Growing up, the students at the moment will become the.
Speaker2: [01:06:34] Customers of tomorrow, but they.
Speaker3: [01:06:36] Are searching for for old.
Speaker2: [01:06:38] Patterns like like that one.
Speaker3: [01:06:40] Year. Nobody is now in.
Speaker2: [01:06:41] The trend of it. And so you negate it. You set it as a negative keyword. It doesn’t make any sense.
Speaker3: [01:06:46] But now a new audience is.
Speaker2: [01:06:48] Coming to.
Speaker3: [01:06:48] Amazon and way like.
Speaker2: [01:06:50] It will never see your product. Of course, you have build.
Speaker3: [01:06:53] Up a huge.
Speaker1: [01:06:54] Innovation.
Speaker3: [01:06:55] And on the other side, nobody is talking about SERP Volatility.
Speaker2: [01:06:59] And SERP site.
Speaker3: [01:07:01] One of the biggest problems when you’re talking about the details.
Speaker2: [01:07:06] Of niches and specific products and searches is SERP site constants and subside volatility.
Speaker3: [01:07:14] Volatility is really easy. How often are our products changing?
Speaker2: [01:07:18] We have build it up a subside volatility measurement system and our.
Speaker3: [01:07:22] Tools on campaign level. So you are seeing is there any movement or not.
Speaker2: [01:07:27] When there is.
Speaker3: [01:07:28] A lot of movement and you negate your keyword, what is next for next day new product shown you will pop up against? Absolutely our products and maybe you have won the auction.
Speaker2: [01:07:38] And made a profitable.
Speaker3: [01:07:39] Sale. That is a big, big problem.
Speaker2: [01:07:41] And what.
Speaker3: [01:07:41] Other side.
Speaker2: [01:07:42] Subside consistence is. For example, the average price of.
Speaker3: [01:07:46] Serp, that will change from time to time. We are gambling with where.
Speaker2: [01:07:50] Price.
Speaker3: [01:07:51] At one moment you are the.
Speaker2: [01:07:52] Expensive.
Speaker3: [01:07:53] One.
Speaker2: [01:07:54] Next.
Speaker3: [01:07:54] Week you are the cheaper one.
Speaker2: [01:07:56] Yeah.
Speaker3: [01:07:56] So when that is changing you need to react.
Speaker2: [01:08:00] And to negate keywords from my point of view is not the correct idea of, of changing anything or adjust your your ads or make them better performance.
Speaker3: [01:08:12] With a good tool and good data. You will never have.
Speaker2: [01:08:16] To negate keywords. But this will one side of of an idea good.
Speaker3: [01:08:20] Seo.
Speaker2: [01:08:21] Good good ideas when it comes to data sourcing and.
Speaker3: [01:08:27] Searching for data means you have.
Speaker2: [01:08:30] Decided for that 50 keywords. Why should something get negated and with an auto campaigns? But clue is much more easier.
Speaker3: [01:08:38] Course the auto campaigns are related to your content.
Speaker2: [01:08:42] If you have bad content, you will be shown to bad agents, bad keywords and all that stuff.
Speaker3: [01:08:50] When you have good content, your.
Speaker2: [01:08:52] Connection and relevance to.
Speaker3: [01:08:53] Better.
Speaker2: [01:08:54] Keywords is directly given, and so.
Speaker3: [01:08:56] You will.
Speaker2: [01:08:56] Build up good, good ideas and.
Speaker3: [01:08:58] Good solutions behind it. The normal problem.
Speaker2: [01:09:01] Just to keep it.
Speaker3: [01:09:02] Keep it simple. Normally not only out of campaigns, bad.
Speaker2: [01:09:07] Ads means.
Speaker3: [01:09:08] Normally a low ROAS.
Speaker2: [01:09:11] Or a high because that’s the normal way of thinking.
Speaker3: [01:09:15] But from my point of.
Speaker2: [01:09:16] View, when you when your product was participant in the ad.
Speaker3: [01:09:21] Auction and won, it got the impression that means a lot because you were relevant for.
Speaker2: [01:09:28] The ad algorithm and it is shown in the SERP and now it gets click pay per click that make that causes costs.
Speaker3: [01:09:37] The customer has seen your ad and clicked on it.
Speaker2: [01:09:42] You’re welcome. That is advertising.
Speaker3: [01:09:44] Rest behind.
Speaker2: [01:09:46] It isn’t advertising. Conversion conversion.
Speaker3: [01:09:49] Rate.
Speaker2: [01:09:49] Optimization, page optimization, image optimization, title bullets, whatever. A plus a plus premium that.
Speaker3: [01:09:57] Hasn’t.
Speaker2: [01:09:57] That.
Speaker3: [01:09:58] Has nothing to do with the advertising itself. The advertising is.
Speaker2: [01:10:03] Per chaise traffic. When you got that traffic in sense in the sense of clicks advertising your welcome mission.
Speaker3: [01:10:11] Accomplished, rest behind it.
Speaker2: [01:10:13] From my point of view, when somebody is talking about bad ads, we are talking of about missing sales. And when you are looking on that shitty listings or mistakes in the images, as we have talked about, it led Stripe bedroom and you’re making ads with your gaming led stripe. That doesn’t make any sense. The customer will be happy to see it.
Speaker3: [01:10:35] Maybe wants to click it, want to see what is it looks interesting. And when gaming no, no, no. I don’t want it for gaming.
Speaker2: [01:10:43] And it’s leaving your product. Your ad has absolutely worked well.
Speaker3: [01:10:48] But behind it, your.
Speaker2: [01:10:50] Product hasn’t backed.
Speaker3: [01:10:51] You up. Wow.
Speaker1: [01:10:55] Chris, it was so good talking to you. I need you to bring you back very, very soon because I have so many questions in my head right now where we are. We’re past time already. 13 minutes. Okay, So how do people people that want to try in my life, where do they go? I’m mlive.com.
Speaker3: [01:11:13] Yeah, you.
Speaker2: [01:11:14] Can go on Mlive.com go directly.
Speaker3: [01:11:17] To to shield.
Speaker2: [01:11:18] Shield is our.
Speaker3: [01:11:20] Tool.
Speaker2: [01:11:20] And we have Emily’s extension on the other side in the Chrome App Store. Of course you can use that. But as I said.
Speaker3: [01:11:27] Start with a YouTube channel. Try to watch a few of the English videos.
Speaker2: [01:11:32] And when you have any problems, of course, contact our support. We can directly show you the correct.
Speaker3: [01:11:37] Video you need to watch.
Speaker2: [01:11:38] Or we can send you to to the correct playlist.
Speaker3: [01:11:43] Or yeah, contact me LinkedIn or so you can.
Speaker2: [01:11:46] Directly get in touch.
Speaker3: [01:11:47] With me. We will help you to.
Speaker2: [01:11:50] Find.
Speaker3: [01:11:51] The solution for your problem. But that means you need to have a problem and you need to talk about it.
Speaker2: [01:11:58] You have to focus on that.
Speaker3: [01:11:59] Is my problem. Can you help me?
Speaker2: [01:12:01] And you can. We can directly say, Yeah, you.
Speaker3: [01:12:03] Sweat video here.
Speaker2: [01:12:04] You can’t find that feature. That’s the best.
Speaker3: [01:12:07] Idea, of.
Speaker1: [01:12:07] Course. Nice question. Thank you so much for your time. And we talk. We talk soon. I want to bring you over again Very soon.
Speaker3: [01:12:15] Yeah. Thank you very much for.
Speaker2: [01:12:17] Having us here.
Speaker1: [01:12:19] All right, See you guys. Bye bye. And that was our interview with Christian from amalyze. I hope you enjoyed it. Make sure you go to sellerboard.com. All the tools that you need as an Amazon seller you’re going to find there. Just go to sellerboard.com, click on play with the software. I’m sure you guys are going to love it. I’ll see you guys in the next interview. Bye bye.
