Amazon Marketing Cloud: Retarget Viewers & Cart Abandoners

Amazon Marketing Cloud: Retarget Viewers & Cart Abandoners Michael Erickson Facchin: What's going on, Badger Nation? Welcome to The PPC Den podcast, the world's first and longest running show all about how to make your Amazon advertising life a little bit easier and a little bit more profitable. Today on the show, we have the one and only Joe Shelerud from Ad Advance coming back on the show. And we have a great topic, which is going to be your first step into Amazon Marketing Cloud. We've got a really nice example, and I'm actually going to pull it up here in the preview of this episode so you can actually Begin to poke around and actually see what it's like inside Amazon Marketing Cloud. We have a really cool example audience that you can, with a couple of clicks, tap into. It's going to look a little bit like this. Which is inside your sponsored products right next to like you'd bid more for top of search over here. You can bid more individual audiences inside Amazon Marketing Cloud and you can create these without touching a line of code. With all that said, let's jump into the episode. Have a good one. Joe from Ad Advance, thanks so much for coming back into the Badger Den. It's great to have you here. Joe Shelerud: It's awesome to be here, Michael. Michael Erickson Facchin: So I'd love to just touch in. It's been a little bit of time since we've talked. How are things going at your agency, Ad Advance? Joe Shelerud: It's been going really good. Yeah. I mean, just so super brief overview who people don't know me or us. So we're at Advance. I got my start in the Amazon ecosystem about a decade ago, actually as a seller. And long story short, we built a bunch of software and tech. That's kind of what we're known for, but then being able to scale it on the agency side. Yeah, things are going good. And I am located just like directly north, like a long ways from Michael if you take I-35 straight up to where it ends in Duluth, Minnesota. So you may hear my almost Canadian accent. Michael Erickson Facchin: Yes, almost Canadian. I hope I hear Don't you know at least once or twice as we record here. Joe Shelerud: A few yabechas or I'm trying to think of the other stereotypical types. Michael Erickson Facchin: Yes, but I-35 just runs up the middle of America from south to north. And I guess one interesting thing before we get into the meat of the episode, I think there's a lot of agencies that listen to the show or a lot of freelancers that listen to the show. Do you have any words of wisdom for them? How does one create a great agency? What is your perspective on it? Joe Shelerud: I think you've got to find your unique niche and what you're really good at. So for us, we've always been known for digging really deep into the data. I'm an engineer by training. And so that's just kind of came naturally for me and my co-founder. He's a financial analyst. And so really being deep in the data has worked really well for us. And we built the agency kind of around that perspective where To dig really deep, we need to develop our own software, our own tools. We need to be first to market for a lot of these new features that come in. And so I think at the core of it for an agency is, all right, what is the key thing that's going to set you apart longer term? And it's got to be more specific than just I'm going to give better service or Yeah, I'm going to know more than the competitors. And so I think the key thing is really finding that niche and then everything that you do going forward should be based around it. Michael Erickson Facchin: And what about for the sellers out there? I've often thought, because I hire agencies myself to do various things. I hire freelancers to do various things as we all do. And sometimes I often catch myself, oh, I'm being, if they're my vendor and I'm their I'm the one who's doing the hiring. I sometimes find myself reflecting like, oh, I could have asked this differently or I could have managed them differently. And I'm a big fan of brands advocating for their needs and being clear about their needs. Meaning like, sometimes I've had this experience, I've been on the receiving end of these calls, like, oh, it feels like my agency isn't giving me what I need. And sometimes my reaction is like, well, have you expressed what it is that you need? It's really tricky to get those needs met if they haven't been explicit. So I get that a lot when I'm working with people that I hire where it's like, oh, I forgot to mention like this thing is super important to me. And I didn't realize that until you sent me the first report. So can you begin to add this on future reports? Simple things like that. What about your very best clients that you work with? Is there something that they do to help You produce your best work. Joe Shelerud: I think our best clients, they are very straightforward with their expectations from the start. And like you said, it's kind of hard to get that framed up from the start sometimes. And so what I've found, because I've been in that spot too, or like when we hire for the agency, like I want to give my expectations very clearly from the start. And so the best way that I found is putting it actually down on paper and thinking through it ahead of time. And I've got different bullets that I can go through on that call to make sure that one, my expectations on what I'm going to get are very clear. The last thing you want to do is like Not be very explicit on exactly the level of detail or the level of support that you want because you want the relationship to work. I mean, that's kind of setting yourself up for a disaster longer term. And so I think the more that you can frame up your thoughts ahead of time on here's exactly what I'm looking for. And then the other key piece of advice I would give is They should be able to show you that they're going to be able to meet those expectations versus just talk through them. And so I've had the experience of talking with a lot of different sellers and we have those same conversations like I'm not getting this from my existing agency. Or they promised a lot going into this and now it's not delivering. And so I think probably the biggest thing is like they should be able to show you what they've done for other people just like you. Or they should be able to show you specific strategies and an action plan that they're going to implement going into it. If it's more just generalness on what they're going to bring, I would be skeptical. Michael Erickson Facchin: Cool. Well, thank you for that. I know that a lot of sellers and agencies sitting on opposite sides of the table listen to the show. And yeah, I feel like a lot of times, maybe there's a service out there for brands to almost be like an agency advocate and vice versa for agencies to have like a brand advocate to just sort of be sure that everyone's talking on the same page and everyone has those shared expectations. And you mentioned something really simple that is so incredibly powerful, which is just like, Have these things been written down, right? So it's like, you know, how much do we want to spend every month? You know, that's written down so there's no surprises. Like, what do we think the target ROAS should be that is achievable in a certain timeframe? Be sure that gets written down. That way there's no sort of surprises like, oh, Hey, we increased the ROAS 35%, but the client was expecting a 75% increase in ROAS or something like that. So it's always good to be explicit about all those things. Well, anyway, Joe, it's one of my favorite topics. I love talking about that. Joe Shelerud: Yeah, it's a crazy landscape too for anybody in the space. There's so many different options, which are awesome. But sometimes with that variety of options, it gets really hard to choose. Michael Erickson Facchin: I think it was on Reddit. There's a subreddit r slash agency and somebody asked a question like, Hey, I'm 50 years old. Should I start an agency? And there were some people in there that like, Oh man, you're going to like have a heart attack. It's too stressful. And other people were like, I've, you know, I'm 53 and I've been having an, I've ran an agency for the last 15 years. And it's like, it's a, it's, it could be very tumultuous. But anyway, let's jump in to the acronym that's been on a lot of Amazon sellers' and marketers' minds, which is, of course, not the movie theater, not the meme stock, AMC, Amazon Marketing Cloud. And today I think we're going to do something cool. You had a really cool idea, which is sort of like, what are the first entry points into Amazon Marketing Cloud? Like, what are the first audiences that you can tap into? And in case anyone is unfamiliar, let's just break down for a moment. Number one, what is a marketing audience? And number two, why are they in Amazon Marketing Cloud? Joe Shelerud: I'll even take it one step back further just because I think there's a lot of misconceptions or misunderstandings on Amazon Marketing Cloud and what it is. The easiest way that I have to think about this is Amazon Marketing Cloud is just kind of this big database that's pulling data in from a lot of sources. And what's cool with Amazon Marketing Cloud is you can get these reports or generate these audiences, which kind of tie all this data in from different sources. And so it's pulling all this raw information from sponsored ads in the ad console or from Amazon's DSP or Amazon Attribution if you're running links off to other sources or other data sources that you can input or you can track with like pixels and bring that in if you're running ads on your website. The best way to think about AMC is it is just this accumulation of all this information from just different sources. And then it will give you either reports on that, that you can, we call it query, but it's just a fancy way of saying requesting a report or some data, or you can generate these different marketing audiences. And so going to your question on the audience side, with these audiences, with AMC, one powerful way that you can use it is you can kind of filter people who have taken different actions on Amazon.com. We'll go with that as the easiest example. And so, for instance, I can create an audience that has added my product to their cart. And then there's things that I can do with that audience after it. I can create an audience that has viewed my product detail page. And then there's things that I can do with that one. I can create a lookalike audience, which I define what I'm looking for. So we'll do an easy example where it's going to take everybody who purchased from me over the last year. And I want to find other people who look like my previous purchasers. And Amazon has algorithms to do that. And then there's things that I can do with that. And so on the audience side, what EMC allows us to do is just tie together the data from these different sources, and then be able to filter out people who have taken certain actions, or look like other people that I want to specify. And in this instance, I would be like purchases would be an easy example. Michael Erickson Facchin: I think that the, you know, engineering architecture of Amazon necessitated having something like this, meaning this data has always existed, right? It's just been stored somewhere on Amazon's servers somewhere. And instead of putting it into You know, sponsored products reports or insights, the sponsor ads area. They created a new area where they can just dump a lot of stuff and sort of leave it to, and instead of creating And now there are some quite user-friendly things, which we'll share our screen in a little bit and share. But for the most part, it just allows them to basically only set up the backend and be like, somebody else come and get the data how you want it. Like, you know, we don't know what you want, so you can just request anything, which has its pros and cons, right? So there are some common audiences that we can look at once you get into Amazon Marketing Cloud. But for the most part, yeah, it's just raw data sitting there and the way to interact with it isn't like a user interface for the most part. It's just you type in a SQL query, which isn't too overwhelming, to be honest. If you know how to navigate, maybe I'll do an episode on creating queries in the future. But it's not too scary, especially with all of the AI help, which knows SQL incredibly well. And with all that being said, you know, this concept of a marketing audience has always been around. I would say it's been very prominent on outside platforms and it's relatively new to the sponsored ads arena inside sponsored products. Everyone loves sponsored products. It is the biggest and I would say one of the best e-commerce ads on the internet, very deep in the funnel. It looks like a normal organic listing. So it mirrors that format. People click on it, often are unaware that it's actually a sponsored ad, which people love. Looks tremendously different than someone scrolling on Instagram. Obviously, that's an ad. You know, they have to click on that and figure out what you're all about. You're interrupting them. But if you are selling, you know, water bottles and you famous deal water bottles, and you've just bid on that keyword, it's one of the best ways to get in front of people who are actively searching for that. And historically, there wasn't really a way to Bolt-on audiences to that, which is, okay, what if I did sponsored product ads and then also attach an audience? And so I think you start to get all these different variables stacked on itself and audiences and behavior-based audiences, like you mentioned, which is they've done something or they didn't do something or they've done something and not that other thing. You can start to really get your gears turning with different levels of targeting and how you want to serve these ads. So I think it's a really exciting time, especially because Amazon Marketing Cloud is becoming more and more available. You can punch into it. They have some no-code, out-of-the-box things which we'll look at. I said this before about bulk files. People shouldn't be afraid of bulk files. It's not that intimidating. There's simple things that you can do inside bulk files that make it really easy over there. And I would say the same thing about Amazon Marketing Cloud. You don't need to be too overwhelmed with Amazon Marketing Cloud. I think you can get value from it by just having an AMC instance and just clicking on the no-code options. And when it comes to audience-based marketing, I want, you know, even before we get into what the interface looks like or what these audiences could be and what the potential is for them, as a marketer, as a general digital marketer who maybe has only done keyword-based targeting or product targeting, where it's like, I want to bid on this keyword or I want to bid on that product, Adding another layer like audiences is a really interesting step forward and I don't want to downplay it. It actually is quite significant. So talk to, you know, just in terms of like marketing strategy. I think a lot of people think about marketing strategy like I have my branded keywords, my competitor branded keywords. I have brand defense keywords. I have, you know, conquest, brand conquest. I'm trying to go after my competitors. I have generic keywords. I have head keywords. I have long tail keywords. I have all these different kinds of keywords, right? We live in a very keyword based world. And historically, Amazon has not really been an audience-based marketing platform for a lot of advertisers. This might be their first exposure to audience-based marketing. So like, where do you merge all these things together? Like, how do you rank? How do you prioritize these things inside a typical seller's worldview? Joe Shelerud: Yeah. So if I look at the overall ad spend, typical ad spend breakdown, Sponsored products typically is 70 to 80% of overall spend. So it's a huge driver in terms of spend. It's a huge driver in terms of budget. It's a huge driver in terms of sales. And so just going through the history of Sponsored Products a bit, like when I started, you couldn't even specifically product target. So it was all just within auto campaigns. Then negatives rolled along and that was a big update because it's like, okay, we don't, we can kind of control what keywords we're showing for. Fast forward, they give us placement adjustments where now I can bid a little bit more to get like a top of search placement versus showing up on the product page or rest of the search. And that was a big deal. But our two key targeting methods up to this point is keywords. So anybody who types in the search term that matches up with my keyword. Or their own specific products that I am targeting. What's so cool and so powerful with this update is now I can add this extra layer, which is this audience on top of it. And so if I can layer in, say, somebody who typed in a keyword, along with somebody who's taken a certain action, so say they've already viewed my product page, I can stitch those two together. And we've seen that these ads perform significantly better. When these different audiences are layered in. And so the key thing that this allows you to do is one, you can expand the keywords that you're targeting. So for instance, say I'm selling a golf launch monitor. So I set up where I practice my golf swing and you can see the flight of the ball and everything else like that. So golf launch monitor would definitely be a keyword that I can target. But now with this additional audience filtering, I can expand that quite a bit. So whereas before I can never target the keyword golf, because it's just way too broad. Anybody who types in golf, they could be looking for golf balls or golf clubs or golf shirts or golf shoes or just browsing around because they're interested in golf itself. But now I could target the keyword golf if I have the right audience attached. Because if I have the right audience attached, I can show my ad to somebody who is, say, either added my product to their cart, or they've already looked at my products, so they're already very familiar with my brand, or they look like my previous purchasers. Or say you have like a supplement brand and people come back and they purchase again and again and again, you can create a lookalike audience based off of your highest value customers. And then be able to bid more for those folks who come down. And so this extra layer of filtering that you can have for sponsored ads is a huge update, where it just really expands how you can look at the ad type itself. And I agree, I feel like this is one of the like, Best performing ads on the internet. It's on the biggest e-commerce platform and it shows up when people are searching directly for products and they're usually very close to the purchase at that point. The more targeted that we can get with us, it can have a huge impact. Michael Erickson Facchin: Yeah, absolutely. It described incredibly well because you previously just had keywords, right? Everyone searching the word golf, you would treat the exact same way. And now you can say, well, some of these people that search golf who have already been exposed to me, I want to target. And you get like multiple levels of behavior that are sort of marching towards an eventual purchase for you. Number one, they're still searching on Amazon. They didn't find what they wanted. And retargeting and sort of interaction with your brand is really, you know, the holy grail of Amazon, of just e-commerce marketing in general, right? Like everyone loves retargeting ads. They're often the very best performing. And when you can stack that with Someone's also making a search or just your normal sponsored products. Are you with the best e-commerce ad type? You hit them with an audience. It's usually quite good. A couple of different things that I'll say too is it's not my favorite system, meaning You know, when Amazon does something, they do it a particular way, meaning like you cannot downbid on product pages. You cannot downbid on top of search if you need to. And you cannot create these sort of like negative audiences that you want to decrease bids on, for example. So that's just one caveat to think about as you go through. So you're often looking for audiences that you'd want to pay extra for. And generally the easiest thing that you don't pay extra for is like someone who's, you know, deep in the funnel. You know, if you consider a Deepafunnel keyword, stacking it with a Deepafunnel audience, like, takes them even deeper into the funnel, right? They're closer and closer to that purchase event. I guess one hesitation that people might have is, like, if somebody added to cart They didn't purchase. Why would I want to spend even more money going after them? Maybe someone's never ran a retargeting sponsored product campaign before. What's the point of spending more money on someone who's... Why is retargeting so good? Joe Shelerud: There's two major ways that we can retarget with Amazon ads. And so One is this method that we'll circle back to. And the other one is either through your Sponsored Display or Amazon DSP. Michael Erickson Facchin: Right. It's been around for some time. Joe Shelerud: Exactly. Exactly. Yep. And so Sponsored Display has given us a good taste into targeting audiences within Amazon. Amazon's DSP allows us to stack a lot of different audiences together and become much more filtered, which is why we typically go that route. The biggest issue with retargeting as a strategy Is that you could be essentially cannibalizing different traffic that would have converted already. And so you're wasting more ad dollars for that person who would have purchased already. If we look at the typical placements for like Sponsored Display or DSP retargeting, they're usually going to be display ads that could show up below the buy box or below the bullet points on the product detail page or throughout the web. And we do a lot of offends on targeting. One caveat when you're looking at the results from retargeting is you're probably taking credit for some sales that would have happened already. Michael Erickson Facchin: Tales all the time. Joe Shelerud: Exactly, exactly. And so it's all, you know, we could spend multiple episodes talking about incrementality and what is the true impact of my ads with these different strategies and attribution windows and all that good stuff. The beauty with Using more of like a retargeting strategy with sponsored products is I can also control the keywords that I show for. Somebody is in a buying state of mind because they're searching for something on Amazon. And if you're searching for something on Amazon, you're either browsing a product or getting ready to buy a product. I can control the keywords that I target. Along with this like add to cart view based audience. And so where it gets really fun is I can take all these very general keywords, or it's like, hey, they're browsing around, but they're not specifically looking for my product right now. But this is a great way to remind them about my product that they either added to my cart or they've already viewed previously. And so if we take the golf example, if I'm targeting the keyword golf, And then they see my ad and they click it and they purchase, I can make a decent case that, hey, they might not have purchased that product without seeing my ad again as a reminder. I was targeting Golf Launch Monitor and I retargeted them. Like, okay, I don't have as strong of a case that might purchase already because that's directly on their mind. But if I'm targeting these very broad keywords, but then layering in this retargeting audience, I think I have a much stronger case that I'm not cannibalizing a lot of sales that would have happened because they're searching so broad. They're not searching specifically for my product. So that's where I think there's a lot of power in these different audiences As you go further up the funnel and get into lookalikes or new to brand, there's a whole different way that you can utilize these. But the retargeting ones seem to be very powerful, and that's been a fun one that we can have, especially targeting these broader keywords. Michael Erickson Facchin: Yeah. I've been doing this a long time across multiple channels, and I can't think of a single e-commerce brand that doesn't have their highest ROAS in some kind of retargeting. Right. It's so retargeting is generally incredibly worth it. And let's actually, you know, because it's possible that people have never seen Amazon Marketing Cloud. And I'm going to share my screen here. Joe Shelerud: All right. Michael Erickson Facchin: So when you actually go over to Amazon Marketing Cloud inside Amazon, you're able to see these instructional queries. And it's actually kind of cool because every single one that we're looking at here is tagged no code. So basically what that means, Amazon has Already written the query for us to use. And right here, I probably, you know, my favorite one, my first one would probably be this one deep in the funnel. Audience that added to cart but did not purchase. Build an audience that added any one or more ASINs to CART. So you can do specific ASIN targeting here as well. So like they clicked on this one, they added it to CART, but they didn't purchase that one. Or you can do all of your products. So out of the six that are presented to me here, this is probably the one that's most exciting to me. You know, my first AMC audience, I would say. Your first AMC audience for the people out there. What else do they present us here as their sort of starter instructional queries? Joe Shelerud: Yeah, I mean, we love to like stack different audiences. So they've been exposed to different ads, like higher up the funnel, right? Now we can bid more to show them ads on the sponsored sides. That's like the audience exposed to Amazon DSP campaigns. That's another fun one. Michael Erickson Facchin: Right. That's like ad retargeting, right? Like they interacted with an ad way up top in the funnel. So maybe you hit them with a cold audience, a completely cold audience or a lookalike audience up top. And then you're like getting those people, hey, if they engage. This is a very common thing that you see on like social ads where you have like a hyper top-of-funnel ad like you know from an influencer or somebody using the product that's not too salesy and then everyone who engages with that video you then retarget. Joe Shelerud: Classic. Yeah, and that's where it gets fun. Like there's like the optimal frequency here. So you can kind of layer that on. And if you look at that, like the average person completely new to brand needs to see an ad six to eight times. And so you can start to string this whole storyline together from top to bottom and stack everything. And now with these audiences on the sponsored side, on the very like bottom of funnel side, give us a really nice way to be able to layer everything together. Michael Erickson Facchin: Big time. Yeah. People getting to know your brand over time, having multiple interactions with it, is just good, right? I've seen things before where one of the people who market for Mercedes-Benz is like, my marketing starts when your baby's born. Or Disney has said things like that. Yes, kids are our number one demographic, but we're really marketing To them as kids, so that when their parents are taking their kids and the cycle continues. I have people that listen to the show for years and then finally send an email. They're like, hey, can you tell me more about this? And then become a customer after years, right? So multiple touch points is A thing in marketing that is just human nature, for sure. So if you click on audience that added to cart but did not purchase, you end up here. This is their instructional query. Now, they've framed it up for you quite nicely. And you can actually click and see the code perspective here on the SQL side. But the template, they just have a really simple, easy to fill out form for you. You pick your brand, You can create a rule-based audience or look-like audience right from here. You give it a name. Do you want it to continue rolling forward, meaning like every day it's going to look at the last 30 days of people who added to car but didn't purchase? Or do you want it for some fixed time frame? Use case there might be maybe you're running a promotion and you just want to like double tap the people that just run that promotion or saw that promotion during that week. What other use case would be to not roll the date forward? Joe Shelerud: I think to not roll the date, it's over like a specific period. Say you ran a big promotion for Black Friday or we've done like Amazon homepage takeovers and you want to stack different audiences based off the different timeframes with different types of ads after. Yeah, so it's more event based and for the majority it's going to be a rolling audience. Michael Erickson Facchin: And then I get to pick whether I want to do the sort of retargeting for one ASIN or all of my ASINs, leave blank for all ASINs. So it's as simple as that. You know, you go in and within A couple of minutes, you have a list. When I did this previously, it gave me a list of 7,000 people that added to cart that didn't buy, which I think is Amazing. Now, what's extra cool is you can then take this audience and just go create a new Sponsored Product campaign and there will be a little button there waiting for you. Increase Bids on a Custom Audience Created in Amazon Marketing Cloud. And then you just get the pick from your list of audiences and Give it a bid increase. And that's as simple as that. In terms of like, is this an overwhelming process? I would say resoundingly no. This is really, really simple to create. And Go forth. This is such a safe bet, right? It's just giving you another dimension to target of people who have added to cart but did not purchase. And to your point, yeah, I can see to be a little aspirational here. So obviously, I think this is a really good starting point. But to be aspirational, what else could you stack here, do you think? Because you can create Truly custom audiences. Yeah, I can do a per product. So maybe I can do a certain product and then hit them with, you know, maybe an alternative product. It's a common marketing thing where somebody They saw your first offer. They didn't buy it. So maybe they were missing something. So maybe you serve them the cheaper, lower-priced product as an easier entry point. That's something. Maybe you have two colors. They looked at the white one. You're going to serve them an ad for the black one. So a common thing in marketing is like, oh, if I get a second chance, I'm going to hit them with a different perspective of why they should purchase, not necessarily the same thing sometimes. What other ideas come up for you? What other experiments have you been playing with? Joe Shelerud: Yeah, I mean, so if you like on the aspirational side, some really fun cases where you tie in a bunch of AMC is So we'll focus on like a supplement brand that has repeat purchases. So I can start very upper funnel. And all right, I had to fill my funnel with new people who are not specifically searching for my product, but look like other people who maybe I can stack in demos, I can stack in in-market lifestyle, I can find these folks, and then I can use AMC reports to figure out Who is my cheapest cost per acquisition for a new brand customer? I can also use AMC reports to figure out what is going to be my most valuable product, my most valuable gateway product to get them in. Michael Erickson Facchin: Yes. Joe Shelerud: Where they lead to the highest lifetime value. And then from there, I can stack in this whole layer from top of funnel down to bottom of funnel. I can optimize every section of the funnel. And then once they purchase, now how to derive repeat purchases and loyalty and cross purchases. There's a lot of ways that you can tie all these together. What we talked about is a great way to get introduced into utilizing audiences within sponsored ads and specifically sponsored products, which is going to have the biggest impact. But then what gets fun is you find these specific strategies that work. And it's like, how do I add more people into to fall into that strategy? So you go a little bit further up the funnel and you layer all these together. So AMC provides all the reports, all the data, all the tools, layer that with Amazon's DSP and sponsored ads. You have a very powerful combination. Michael Erickson Facchin: Amazon marketers have never really had to like create funnels, like customer acquisition maps, where it's like you have all this stuff visually written out where it's like, okay, they're going to interact with this one. And then those people that do interact with that, they're going to move over here. If they buy this, they're going to go in that bucket or this bucket. And it's really a cool time to Play around with all these audiences and the fact that you can access some of them right out of the box, relatively simple, took a couple of clicks in order to get that retargeting-based audience inside a Sponsored Product campaign, takes minutes, is a really cool time. Joe Shelerud: Like starting as an Amazon seller, we become so keyword and product targeting focused that this really opens your mind to where it's like, okay, if I can find the right people who have either taken an action or really resemble my other customers, they fit my customer avatar really well. And then I can layer on these other actions that they can take. It expands Your thought process on like what's possible and then, all right, so this audience worked really well within Sponsored Products. How do I also target that audience off of Amazon? And there's a lot of ways you can do that. And there's pros and cons with doing that. But I think this is really good, too, because it just expands how you can think through the full marketing strategy for your brands. Michael Erickson Facchin: Very well said. Well, Joe, let's leave it there for the good people out there in Badger Nation. If someone wanted to follow up with you, maybe ask you some questions, where can the good people out there get in touch with you? Joe Shelerud: Yeah, head on over to adadvance.com or follow me or Mario on my team on LinkedIn is another great spot to connect. So come over there. We've got lots of great, great info and we'd love to chat. Michael Erickson Facchin: Awesome, Joe. Thanks so much. Everyone else. I'll see you next week here on the PPC Den podcast. Unknown Speaker: And picked keywords I've got my bids Set placements too Now bad mistakes I've made a few I've had my share of rankings Oh yeah. The PPC Den, my friends. And we'll keep on the music. You are the PPC dead, we're talking about Amazon. No time for Medicons, cause we fixed the gambit of the world.