Amazon Product Ranking: Proven Ways to Improve Visibility & Sales

Amazon Product Ranking: Proven Ways to Improve Visibility & Sales Unknown Speaker: Okay. Speaker 1: I have an introduction with me. I had more hair when this picture was taken. I shaved it down now, but it's still me, I promise. So I've been doing Amazon PPC and growing brands for the past 10 years. And in 2020, I started my own agency called A to Z Propulsion. So you can see there's this little rocket thing here. I'm very proud of that. And so I've managed millions and millions of dollars in ad spend and Usually, well, most cases, at the very worst, I usually double the sales of whatever I'm working with within the first six months. But there are many cases where I 5X, 10X, in some cases 20X, but this is more close to the median sales of my clients. And there are many cases where I have to build their brands from the ground up. And this is my favorite, favorite thing in the world. So let's get to the next slide. So, right, I think, okay, this, wait, here it is. So, my goal for today is to teach you how the anon algorithm can boost your product's visibility. And there are two very important mechanisms. It's indexing and organic ranks. And what is the best seller badge and how you can get it. And well, most importantly, how you can keep it or keep it enough, consistently enough so that it makes a difference. And overall, how to increase the visibility of your listing. So that's basically what I have in store for you today. So, moving on. So, I want to tell you a little bit about my journey with Amazon. Hello from Austin. Okay, we have two Texans here. Of course, everyone wants to achieve good sales, Victoria. And if you follow this, you will. Assuming you have a good product. Otherwise, you can try all these things and it might not work. If you chose a good product, that is definitely going to work. So my journey started with Amazon. Well, it started even sort of before I started working on Amazon. I was always passionate about marketing and I always wanted to start my own business. So I was obsessed with marketing since I was 12 years old. I started reading a bunch of books right here in my home office. There's a wall of hundreds of marketing books. I started reading them when I was very young. And I enrolled in business school and I graduated business school. I was just looking for any pathway that would get me closer or more engrossed with marketing. And I did that with some internships when I was a student. And in the meantime, as I was really focused on starting my own business, I never really considered getting a corporate job, even though I had a few of them offered to me. So in 2015, I discovered Amazon. Well, the FBA model and I had two friends that sort of, well, I still have those friends. They're one of my best friends in the world and they both shared my entrepreneurial tendencies. So we both started looking into what sort of business we can start and we landed on this. And definitely when we started selling, I was the one, okay, there's a marketing thing. I'm doing the marketing thing. The rest of you can do the rest of the stuff. So I want to be the main marketing guy. And basically, I fell in love with it. It's my favorite thing to do in the world, messing around with campaigns, strategizing, pulling out data, theorizing different avenues of growth and applying all my sort of traditional marketing knowledge from psychology, consumer behavior, and all those sort of general things. And it really comes in handy. And so one of the brands that I worked with, it's one of the first brands I worked with, I took them from 200K, a little over 200K in a year to close to two and a half million in the first year. And also when it comes to my own Amazon business, I've never, not even on my own account, when I was a complete beginner, I have never had Amazon charge my card. So I was never, I never experienced working with an Amazon account where it lost money. And especially as a complete beginner and I caught up with it really, really fast. So I guess that's important to know what people like to know about me. So when it comes to my methodology, I like to think of myself that I have developed my own approach and it's fully organic and data-driven with layering campaigns. I will not get into that too much, but if any of you have ever written, sorry, read The Lean Startup by Eric Rice, it sort of follows the MVP model. As a minimum viable product, even though in this sense, it's sort of like, I want to find what is the minimal amount of investment in terms of ad spend or in general resources and brain power. So you can test something and then based on the feedback you get, scaling it up sort of based on the feedback you're getting. And that's sort of how I managed to grow those brands and how I almost always maintain cost efficiency, unless my client tells me, okay, I want to do super aggressive on this. We need to get this particular target. But in general, I'm able to grow brands without breaking the bank, by maintaining cost efficiency and profitability throughout the entirety of the process. And basically, I mean, I would like to see if anyone has read The Lean Startup. If you haven't, I highly, highly suggest it. It's one of those sort of, you know, fundamental business books for the 21st century. And I think it came out in 2006 or something. So definitely a big recommendation. And if you've read this, if you understand like the MVP concept, that's sort of how my methodology works. So it's about just trying to appropriately test things, wait for feedback, and then based on the feedback appropriately, once again, invest further and trying to look for different pathways of growth without letting it get out of hand. So that's the main idea because it needs to be profitable. It doesn't matter if you have a lot of sales, if there's no profit in the end of it. So that's basically the basic gist of my methodology. So these are just a few examples. It kind of feels weird to sort of brag. When I sort of present these little case studies, it's always a portfolio for one product or, sorry, it's either a single product or a single parent ASIN with all of its variations. This one item, I think this is the data for less than two years. I believe it's like around 20 months. And it went from pretty much zero to, this is just PPC sales, so it was close to half a million PPC sales, but it was 1.1 million in like total sales of that one particular product. And this is just a screenshot of it. And this is where you can sort of see that the amount of campaigns. This is just for one product. So I like to have a lot of experiments and not every single experiment I'm trying is going to be on it at every time. But the idea is that there are these levers that you can pull to adjust all sorts of market conditions because I've been doing this for so long. I've been through every conceivable shock that happened to the market. Especially COVID and before that there were like hurricanes, supply chain disruptions, tariff wars, what's happening now. It's not the first time this has happened. So I've been through a lot of these sort of tribulations and I've also adjusted my approach to make it flexible. So whenever things start to move in a certain direction suddenly, I can quickly sort of adapt and still maintain that cost efficiency or profitability. Well, the cost efficiency of ads is what leads to profitability of the store in total. And this is just a few more examples. These are also some individual products. I can't based on the numbers remember which is which, but you can sort of get the idea. And none of these are more than two years old. Maybe one of them is three years old or something like that. But in general, this is sort of the healthy range of ACOS. This is a ROAS between like four and five if you have a ROAS oriented brain. But basically this is a few really healthy ones that have developed for a very long time. And these are the sort of results I get. So let's get into the meat of things. So if you're a brand owner selling on Amazon, okay, I have to do it like this. So if you feel stuck, your sales are not consistently growing each month or each quarter, which, well, they don't necessarily have to grow, but Relative to your competitors. So if you feel like you're falling behind, like you're getting a smaller and smaller piece of the pie, that's definitely a problem. Or you're not just getting sales you want and deserve. Well, maybe I should phrase this a little bit differently. It's not how much you sort of, it's not that you deserve, but if you have a product that's similar or that you believe just rationally that it should be doing better, then you're in the right place because you might be missing some key component here. So this is a very common comment I get from my clients is that, especially when they bring them on board is that, well, I feel like they know something I don't know. And so, yeah, if you ever thought of that, and if you know your organic sales should be higher, because this is a bit of, I'll say, it can be a very unfortunate situation where you don't have a lot of organic sales. And in almost always accounts with low organic sales have a PPC structure that's too draining on their resources, that the cost is too high, so they're not being profitable. So this is the result of misunderstanding the algorithm. So these two things are connected. So if you feel like your PPC campaigns are eating up all of your profits, Then it might mean that you don't fully understand the algorithm. Now, there are several components, of course, the main component being, do you have a good product? Have you presented it well? But the algorithm is basically, are you making sure that your listing or all of your listings are having the right interactions in order to sort of maximize its potential, right? So even if you have a bad product, If you're not doing all of these things, you don't even have the luxury of knowing that you don't have a product that's not going to convert, that's not going to bring you sales. So either way, you absolutely have to understand the algorithm works internally. Okay, so is this happening to you? So let me help you. Right, so first things first, let's talk about Amazon as a company. So what do they actually want? What do they actually care about? What's behind this behemoth of a company, right? So Amazon, it's sort of even an understatement to say that it's customer obsessed, right? So what Amazon wants is basically to be synonymous with shopping. So what they're aiming to do, and I think they're greatly successful, is that when you think of wanting to buy something, you want to associate that with Amazon. So you're gonna want to go on your computer or on your phone and search for Amazon. So that's basically the entirety of the company and it's been greatly successful. And when it comes to online shopping, so it's not that they want you to associate online shopping with Amazon. They want you to associate all of shopping with Amazon. So it's very ambitious. This is why I don't even know how many billions of dollars is worth, maybe even a trillion by now. So, and also 50% of product journeys start on Amazon, not on Google, right? So once you are there, once you come to Amazon, they want you to find exactly what you're looking for. So they want to provide the best possible experience, okay? They don't want you sort of getting frustrated in any step of the way. It needs to be a completely smooth experience where you have an idea in your head, oh, I want to buy this, I don't know, water bottle and you're just gonna type that in and the algorithm is gonna figure out and just put it in front of you so you can just, you know. Click, have one click and next thing you know, it's coming to your door within, you know, a day or two if you have prime delivery, which most, most people do, especially in America. So, so not only does Amazon want you to find exactly what you're looking for, they want you to be happy with what you bought. So this is where we come in with the actual quality of the product and all the different, how reviews work. So Amazon wants to not only make sure that whoever comes to the platform finds exactly what they're looking And what they find that they're happy with so that it creates this habit of constantly coming back to Amazon, knowing that they're going to have a good experience and they're going to get what they signed up for, what they will actually get, what they were looking for, and they were going to be happy with what they get. So they will keep coming back. And customer always comes first. If you've been a seller for a long time, you can definitely feel that, especially when you look at the return policy, because no questions asked, 30-day return policy, even if they break the thing in half on purpose, they're just going to get a full refund. So that should give you an idea how obsessed Amazon is with making sure that the customers are happy and that they keep coming back. And most importantly, in the back of their head, when they want to buy something, they go on Amazon first, right? Okay. What does the A9 algorithm do? Well, clearly, if now we understand what the goals of Amazon are, what their principles are, it's only natural to assume that the algorithm is specifically designed to be in line with those principles. So, it ensures that all key principles are followed to support Amazon's mission. So, it helps people easily find what they're looking for and they are basically matching customers with product that meets their needs. I'm here to talk to you about how you can use eCom Insights for Sellers on Amazon, Shopify, eBay and Walmart and increasing the chance that they'll be happy with their purchase. Sounds really simple and it actually is really simple, but we're now going to get into what are the specific ways it actually does that. So first things first, relevance. So this is the most important currency when it comes to interacting with the Amazon platform as a customer and as a seller, obviously. It has deep and profound implications on both SEO and PPC and your product ranking, which is what we're going to be talking about in five or six slides. So let me give you an example. If a person is coming in wanting to buy a kitchen knife or a set of kitchen knives, when I do these presentations, I just pick a product and we're going to be seeing a lot of kitchen knives today. So, if you're selling cutting boards, now, it might be natural to try to advertise on kitchen knives because if you're buying kitchen knives, you might also want to buy a cutting board because, well, I also like cooking, so this is why I chose this example and, you know, depending on the cutting board, it might get some wear and tear and there's always cool new ones. I have like 11 of them, so you might want to buy a new one. However, it's highly unlikely that you will, by advertising on kitchen knives, Get your cutting boards to rank high among the results of the search when people type in kitchen knives or kitchen knife set, kitchen knife box set or anything like that. However, it's not impossible. What is interesting is that even though the algorithm has some preconceived notions of what word is related to what sort of product, there's been a lot of machine learning into it and now of course they're adding AI as everyone else is doing it. But if you are selling a cutting board, if you're persistent enough with your advertising and if it has the amount of conversion necessary, it will actually rank up there. So it's not impossible to see among the results for a certain product, a different type of product shown there. It's just Kind of unlikely. Especially for high volume keywords. As in, when I say high volume, I mean the type of keywords or searches that happen many, many times per month. I'm talking tens, hundreds of thousands, in some cases even millions, depending on the platform. So, basically, when it comes to, what's important to remember about relevance is that when it comes to sort of directing your listing in order to be seen in certain searches, It's most important that you understand what sort of search is your product relevant for. So basically, if there are searches and keywords that sort of directly describe your product, you wanna make sure that you prioritize those, okay? As I said, Amazon wants their customers to find exactly what they're looking for and there's a lot of investment being made that the algorithm pushes and recognizes What sort of thing people have in mind, because even though there are keywords that get hundreds of thousands of searches, there are still hundreds of thousands of searches that have never been seen before. And the algorithm is sort of trying to piece together what is it that this person has in mind as they are typing whatever they're typing. And a good example for that might be misspellings, right? Because if you type in kitchen knife with an M there by accident, the algorithm will actually recognize that they are looking for a knife. And then you can actually put kitchen knife into your SEO and your PPC and get sales from it. So that's very interesting. So once you understand relevance, we can move on to the other mechanisms that sort of amplify the probability of the customer finding what's most relevant to what they have in mind as in their search. To maximize your sales and you need to make your listing eligible to appear in as many searches as possible, right? So indexing. Indexing basically means you want to be qualified for as many searches as possible. So well optimized listing and the listing that had some time to mature and make and have Interactions with the algorithm and with the searches can be indexed for tens of thousands of searches. In some cases, even hundreds of thousands of searches. So I want you to think of it like this. You know the old saying, all roads lead to Rome. So basically, when you're indexing, that means that you want to create as many roads to Rome or your listing as possible. And what does that mean if you're indexed for a search? Being indexed simply means that when someone types in something like kitchen knife, if you're indexed for kitchen knife and you're selling a kitchen knife, that means you are part of that search. Now, once you have a brand new listing and you have just launched the product, it's at the very bottom of it. But what that means is that once you're qualified, it means that ranking, like the position where you show up in that search can be increased. Basically, your foot is through the door, so you are visible there. Now, how you're gonna increase your visibility, we're gonna get to that too. So, I wanna make sure, if there's anyone that has any misunderstanding, you can actually interrupt me. By the way, if you are confused by anything, feel free to ask a question. I will stop and answer it, because even though there might be some of you that are a bit too shy to ask, but so yeah, I hope you understand relevance and indexing, right? Okay, next thing. So how do we maximize indexing? So we're gonna name to short-tailed and long-tailed keywords, right? So we have a few examples here. And as I said, I chosen kitchen knives as examples for this presentation. So we're gonna be seeing a lot of them. So for example, we have a short-tailed keyword, kitchen knife, right? So that means if we contain the two keywords, kitchen and knife, Together, right next to each other, in our listing, as in our title, in our bullet points, in our description, in our backend, which are all the components of a listing that you can actually input keywords into, that means we can qualify to any search that contains kitchen and knife one next to each other, right? So if someone types in six-inch stainless steel kitchen knife, We are qualified to show up there. We are indexed there. So this is basically how you make sure that you are indexed on as many searches as possible. I'm going to show you how you can actually use the AMZScout tools to see What sort of keywords any given listing is indexed on and how we can sort of find those keywords. But basically you're looking at this root of the word because the keyword is not actually a word. It's a phrase, but it can be a single word, of course. But you want to make sure that you find these sort of root keywords that are contained in as many relevant searches as possible, right? So this is very important when it comes to SEO. So here we can see sort of, you know, chopping knife, finger guard knife, Whatever, if you have this in your listing, you are qualified to show up here, right? So that's basically how it works. So it requires you to do actual keyword research and to see not only, well, you want to see what people are searching for and what sort of keywords and searches are competitors or other products in your niche next time. But this can actually increase over time because people keep typing in all sorts of new stuff. So not only Would you be indexed on any search that contains this phrase? It can be longer, it can be shorter, but any sort of future phrase that was never typed in before containing this, you also are qualified to show up there. So if you basically scroll long enough, you will actually get to see your listing in that search, right? So I'm gonna give you a live demonstration now. This is the AMZScout Pro extension. So right here, you can see all sorts of data. I'm going to get into showcasing this a little bit more, but for now, basically what you want to do, well, I'm just going to give you an example how this indexing thing works. So we're just going to pick one of these things. If you just click on any of the listings in a search, and you can see I searched for kitchen knife set. And you can just do this, copy ASIN and the ASIN is copied. So just go double paste and you can put it in here. And just give it a second to load because this is a ton of data that's fetching right now. So what happens here? So for example, here, if you keep scrolling, and this thing can go on for a long, long, long time if you keep scrolling here, it's a massive amount of data. But every single one of these things is a keyword or a search that this particular listing that we chose from here, which is this one and this one, Now, my web app is set to sort of arrange them by estimated monthly search volume, but you can sort of organize it by rank or by any of the other columns. But the idea is that you can sort of see how much, how many of these sort of keywords are good successful listing is indexed on because this is a, Well, it's on page one for Kitchen Knives, so it's a great top seller. You can sort of see right now that... For example, Kitchen Knife set, it's number one, and it has 15,000 searches every month. And sales on this keyword, not for this product, for all of them, bring it around 2,000 units a month. But you can see it's even bigger on some other keywords. But I just arranged it by organic rank, which is the next mechanism we're gonna get into. So this is a perfect tool also to Get your keywords as you are researching the keywords for your SEO or PPC campaigns and you can of course put many aces here so you can just add a bunch more and you're gonna get all of this data. So basically this is sort of showing you what's under the hood, right? So you can see how a good well-developed listing looks like, as in we can sort of see all the pathways, see that they are leading to this listing, right? And also this is a really cool feature, you can actually see the keyword trend to see like Which one of these keywords is getting more sales? So it's like up by 200% last month. But some of these are more important than others. So I guess this is like a brand that's becoming popular. So it's plenty useful to use this tool and I actually use it all the time. But the broader point is, I hope you understand indexing a little bit better and we're gonna get into the organic rank. Very soon, but this is basically the idea. Once you have a listing, you set up or you want to see what sort of searches are there that are actually relevant to your listing and you make sure they're included in your SEO so you qualify for as many of them as possible, right? So first thing is relevance. Are they relevant to what I'm selling? Second thing is, am I indexed on those searches? And I'm gonna stop sharing. Now, so we can get back to the presentation. Organic ranking is on a level of a single search term, okay? So, for every single search, there's a pecking order of who gets to show up first. So, every single search has its own ranking and that's the organic ranking there. It's updated once every hour. So I want you to think about that. And it's based on relative sales. So for example, once again, Kitchen Knife. So here, this is just an example of a page. So we can see what I sort of highlighted in red are ads and what's in green is organic traffic there. Basically, the algorithm is looking at how many sales are coming from this keyword in total. So how many sales come from when some, let's put it like this. When you take all the people that type in kitchen knives and the algorithm sort of compiles how many sales they've gotten and the one that has the most sales will get to be number one there. And only for that specific search, right? And it gets updated every hour. Even though the Ranks don't fluctuate madly as it gets updated every hour, but not from the data of the previous hour, if that makes sense. So every hour it's looking at some undefined period of time. So it might be looking for the last month, for example. So every hour we'll check who has the most sales in the last month and we'll put all the relevant search results in that order actually. So it's based on relative sales. Sales from ads or organic count the same. Now, this is very interesting, right? Because the algorithm does not distinguish between how the sale happened through this search term. So if someone types in kitchen knife, whether they click on a sponsored listing or on the listing that's displayed organically and get a sale that has the same value. Now, I know this for a fact because When you actually work on really big accounts, Amazon assigns a liaison to your account. I'm sure if there's someone here with a major account, they know what it's like to have a liaison. And what's great because when I get to run these big accounts, I get to talk to the liaisons and I can ask them all the questions I want about the algorithm and every single sort of conspiracy theory that I have. The first time I had a chance, this was the first question I asked. Does the algorithm weigh the sales the same, organic or sponsored? The answer was a very resounding yes. So they are equal. So it's not like a sponsored sale is worth more than the organic sale, thank God, because that might be a bit controversial. At least that's what they claim, and in my experience, that does seem to be the case. You can have more real estate with PPC, right? Because if we just look at here, I hope you can see my cursor is visible, there's a knife here that's here organically and as an ad. So it showed up multiple times actually. And of course, you can rank higher using keyword targeting campaigns. So what happens is that you, and especially see the number one and here it may be a bit small, but it does have the bestseller badge. So it's absolutely the top seller and you usually, well, actually back in 10 years ago, you might have been able to maintain a number one position without ads, but I would pretty much say that's not possible nowadays. So you actually want to use, dare I say, have to use keyword targeting campaigns to hit those important rankings so you can I'm going to show you how to maintain the rank and, of course, raise it from the ground up because if you're indexed, it means you're at the bottom of the pile. Now you need to get interactions and sales in order to move up, right? And it's all relative to your competitors or everyone else that shows up on that search term, right? The way you grow your sales is with ads, with very minor exceptions, as in there have been some miraculous cases because I've talked to hundreds and hundreds of sellers. There were some miraculous cases where someone starts selling a lot just organically. But even in those cases, if they used ads, it would be selling like five times as much. So it's basically a non-negotiable. And it pretty much never was since Amazon ads started. So I want you to understand, You pick for things that are, you try to find searches that are relevant to what you're selling as in searches that are describing the product. And you want to make sure that those short-tailed keywords are included in your SEO. And once they are, you're indexed as in you are qualified to be a part of that search. And once you are, you advertise in those words and then you get to show up higher and higher in the organic ranks and you get more sales. And then if you do this enough across the board, you're going to get a lot of sales. And that's basically what a healthy, well-developed Amazon store looks like. And this is what happens under the surface. Okay. We're going to look at another one of the tools. So here we have the keyword tracker. Now I put this one here. And this is an extremely actually important, I had to clear it obviously for this presentation. But here you can sort of see, I handpicked a few keywords on one particular reason. It's also one of the top sellers in the world. Kitchen knives category. Let me just double check that you're seeing what I'm seeing. Okay, perfect. So basically, it's showing what is its organic rank, right? So it says for kitchen knives, it's number two. For kitchen knife salads, it's number two. Knife salads, two. Kitchen knife, 10. Well, a lot of twos, actually. So I guess it's trailing behind the main sellers. Now, why is this important? So now, for example, this tool allows you to import, and you can do it like this, so you can import a ton of keywords up to 100. Now, as I mentioned, a well-developed listing will have tens of thousands of keywords it's indexed on. A vast majority is not worth tracking them. It's just you need to index on them and once in a while get a click and a sale on them. But there will be really high volume keywords that are extremely relevant to you and especially if you're running campaigns. For example, let's say that You are position 10 on Kitchen Knife and you make a campaign and you're specifically targeting, you want to increase your visibility here. So because 10th result, you actually have to scroll to get to the 10th result because there's so many ads, right? So that's the second row, right? So as I showed you before, there's a row of sponsored ads, organic, then sponsored. So on a small monitor or on a phone, you definitely have to scroll down to it. So you want to put yourself in a position on this keyword where You're the first thing that a customer sees searching for it, right? So they don't have to scroll down. So you want to push these things. And I also have a tendency of just like recording on a weekly level, well, depending on an experiment that I'm doing, but I want to know, especially from specifically targeting a keyword, I want to see have my ranks dropped. And this is an example of, well, this tool is great for tracking those things. And also, this is a very important indicator you should be following. Now, I mean, I'm not gonna get into too much in theory, how to sort of best allocate your energy and which keywords is not good to track, because if you have a massive portfolio, and sometimes I manage accounts with a thousand SKUs, it gets really difficult, it gets really complicated. In general, you should be aware of this, right? You should be aware of this because especially if your organic sales jump up, you want to know where it's coming from. It's sort of you don't have the luxury of something good or bad happening without you at least having an idea of why that is the case. So this is why keeping track of organic ranks is so important. You just need to spend some time and over time, it becomes easier to realize what you need to prioritize. But in most cases, there can be like five to 10 really important searches that you wanna keep an eye on, in most cases, right? There's the related product organic ranking, which works very similar to the rank I show you based on searches. And this is basically the recommended tab. So when you scroll down under any listing, You will be among the recommended products even though there's a lot of ads there, but you can actually show up organically. And one of the best ways that is like often bought with or some of the top sellers in the category or highly recommended and stuff like that. And it's not as potent as search term organic ranking, but it is potent with PPC. So one difference is you might be in a situation where it comes to keyword searches or keyword targets, where you can have really high ACoS, but you can have a lot of organic sales. So it actually might be worth it. But when it comes to targeting ASINs, as in when you have an ASIN targeting campaign, you need to have a low ACoS there because you will get some organic ranks there, but you cannot really Get behind them. You can't really count on them so hard that you can really aggressively pursue them. And that's why, fortunately, a lot of these clicks are cheaper than for searches. But yeah, this is another kind of organic ranking, even though it's less potent, but it's absolutely there and you absolutely need to focus on it. You absolutely need to get a lot of base and targets that convert consistently. Okay, let's get into just a few distinctions. So sessions versus page visits versus clicks. So page visits, if you go to your business reports, you can actually see when you just look at sales for any period of time, you will see page visits and sessions. So page visits are sort of the number of times someone has visited your listing. And Session represents unique users that visit your listing. So there might be some cases if someone comes to your listing and then comes back later, but Sessions represents the number of unique visitors, right? So once you are sort of keeping track of everything in your account, which is something you absolutely must do, so you can sort of have an idea of where is your traffic coming from, right? So if you deduce the number of clicks, and I mean clicks as in traffic that came only through advertising, so if you deduce the number of clicks from your sessions, you will know how many organic visits you've gotten. Much similar if you have a website, you know how traffic works, obviously. And so, for a healthy account, percentage of organic sales, and I'm talking sales in terms of revenue, is somewhere between 40 and 60%. So, 40 and 60% of your sales, you should be getting them for free, right? And a healthy radio between sessions and clicks is sort of two to one. You can also tell that most of your traffic will come organically, but it will convert at a lower rate because if you're good at your PPC, if you have a really good structure, you will have a much higher conversion, but there will be more traffic coming in organically, but not all of the traffic will be as precise or highly converting as the traffic you're bringing in by spending money on it. But you just have an idea. So this is what a healthy account looks like, right? So 40 to 60% of sales you get for free without advertising, but you only get them because you're advertising on the other 40% of the sales. That makes sense. So yeah, this is sort of keyword distribution practice. I just picked this interesting case from one of my accounts I'm managing. So for example, here we can see that it was like on this one product, it was 480 sessions and 45 sales. So this was skewed the other way. And it was that 31 sales came from PPC and 14 sales came organically. But you can tell that there was 168 clicks, right? That brought 31 sales. So that's 168 unique visits from advertising. And then we have like 312 organically that only brought in 11 sales. Even though days like this usually lead to higher conversions, this was a specifically aggressive day. So you'll get actually more organic traffic over time. But this is just a good illustration there. Even though it shows you that your PPC traffic should It should convert better than organic. But if you do a PPC right, you will get a lot more organic traffic than advertised. So that's the point. Okay, we move on to the next. So search term versus keyword versus target. So I mentioned them sort of interchangeably. So I just want to clarify this. A search term is anything any Amazon customer types into a search bar. And a keyword is any word or string of words we use in our PPC structures or listings. Which are contained in the search terms, right? So what we call a keyword. Where do you put these words? All right. So you put these words in your PPC campaigns and in your, well, let's say text parts of your listing. So like title, bullet points, description and the backend. And that's what qualifies you, as I mentioned before. But when we call it keywords is sort of when we extract them and when we do our research using tools mostly or just with guessing and A target is a specific keyword that you are using in your PPC tool set within your campaigns. So then someone types in, we grab something from it or the entire thing, because we can use tools to find out what people are typing in. But once we're using it for our own purposes, it's a keyword, and once we use a keyword as a target where we are willing to invest money into advertising on that keyword, then it becomes a target. So that's just a small distinction. Okay, so Amazon's Choice Badge. Now, it's based on a single search term, just as any organic rank and shows up only for that search. So in order to qualify to get that badge, you need to have an over four star rating and you need to have a low return rate. It's under 9%, I believe, but sometimes Amazon changes that based on the category. And it must have the highest amount of sales on the particular search. And you can theoretically have unlimited badges. So see this right here is the overall pick. It used to be Amazon's choice, but sometimes it shows both. But whatever this search is, this is the overall pick of everyone searching for that search. But you can see right next to it, this is a different product. It has a bestseller badge. So it's not the bestseller in its niche, but it is the highest selling one for this particular search. So for every single search, not every single one, pardon me, for any search with enough search volume, which doesn't necessarily have to be high, it can be like 500 searches a month. It gets this Amazon choice badge and it is the highest seller for that keyword. But you don't get to show up as Amazon's choice anywhere else except in that particular search. So it's Amazon's choice for, I don't know, you know, leather grip kitchen knives or something like that. And you are the top choice for people searching for that. But in any other search you show up in, it's a completely separate battle. And this also gets updated once an hour along with the organic ranks. So it's basically that you are number one as in the most sold item through this particular search. That's how Amazon Choice Badge works. And it's as simple as that. You can have unlimited. So how to get an Amazon Choice Badge and keep it? So you need to have, well, first of all, is it worth it? As in, you need to consistently get the most sales on any keyword and you might lose it sometimes, you might get it back. It's not weird, especially if someone is doing a huge discount or something because it's based on A number of units sold, not on revenue. So you might actually have a competitor that's doing a strategy where they're much cheaper with lower quality and they get more sales volume and you might lose it or just temporarily. So it's almost impossible to do it without PPC. I don't think I've seen cases or you might not even know that you have it because if you're indexed on a million things, you might not even know that you have it. It's definitely necessary to target those really crucial search terms, the one that can actually pay off a lot with exact match type keyword targeting campaigns. So also very important, besides needing to target them with an exact match type, you cannot put them as a negative in any other campaign because let's say you're paying for $2 per click to be on top of a certain search or to get the majority of sales. If you put that as a negative in any other campaign, you are actually reducing the number of sales you get through that keyword because if you have other sort of broad campaigns or automatic campaigns where your bids are much lower, there will be someone clicking all the way to page five where your ad will show up in those campaigns and they will get a sale. And if you've been doing this practice, you will actually notice that that actually happens all the time. So you might theoretically Get four sales in the same search. Theoretically, but not really, but you will show up four times in the same search. If you just, your first time you show up will be through the exact campaign with a higher, and then the rest of the times you will show up with a, on those lower bids, but you will show up none in the last. And it all contributes to you being the most, having the highest relative sales. It's as simple as that. So basically aiming to be number one at a particular search that's highly relevant to you, that really directly describes your product, you get an Amazon's Choice badge. So it's almost like getting to the top, you even get this extra advantage. So there's a little bit of a gate around you stopping others from getting it. So important once you get it. Well, depending on the keyword, if you get it on something that has 50 searches a month, it's not gonna make that much of a difference. But if you get it on something that's Highly relevant or if you're close to the top, if you're like position two and three, you might want to find out just like we used the keyword tracker just a few minutes ago. You might see, oh, I'm ranked number three. I will invest more heavily into this one particular search so I can be ranked number one and get the Amazon's choice badge. So you have to be sort of strategic about which ones you go for. And you might be surprised that if you, especially if you I do the reverse agent search, which is the first thing we did. And if you find out that you are actually ranked number one, you just click on that search and we'll see you have the overall pick or Amazon's choice badge, unless it's something extremely low volume, right? Okay, bestseller rank. It's the final thing. It's also updated every hour and it's based on relative sales within a category or a department. But it follows the listing everywhere. So this is another really cool thing, but you have to brunt force your way to it. So I also kicked on some kitchen knife and you can see it's 252 in kitchen and dining. So if it shows up in anywhere in kitchen and dining, it will not have, it's basically, it can show up in that like top 100 things. You actually, you can see when you scroll down any listing, you can click on this link and it will take you to the top 100 items in category or subcategory. But if it's in top 100, right, in any category, it will follow it everywhere. So that's very interesting. Whenever you show up, so you might be 15th highest seller for that search, but if you're a higher seller in overall, in this subcategory, you'll have this little bestseller badge on it. Now, there is not a specific strategy for this, just be one of the top selling items in your niche in order to get it, but it's also very important. So I guess one thing I want to take away from this is that If you're being aggressive with your approach, if you're really trying hard to grow, you will actually be rewarded once you sort of get there. It has a bit of a, you know, it's a geometric prize. It's not exponential, it's geometric, right? Actually, it is exponential, not linear. Let's just say it like that. So yeah, and this is basically how it works. So this little thing will follow you everywhere. And when you click on, well, the same thing I show you here, if you click on this block knife sets, this is where it shows up. So there's a little bit extra visibility there too, right? So that's the best seller rank. So basically this sort of concludes this portion. When it comes to the mechanisms, so I hope you understood this. What I want you to take away is that I need you to have this in mind when you're doing anything. So you need to sort of ask yourself questions because whenever you see your listing showing up, you need to think, okay, well, is this keyword, what is the person typing in this thing thinking of? And when they click on my listing, is there a reason why they're not buying? Is there a reason why I'm not converting as high as I would hope or maybe as high as my competitors are? Is there something I can do to sort of match whatever this person is thinking, right? So that's just one way the algorithm plays itself because it's trying to approximate the customer experience, whatever they have in their mind. But they don't necessarily always match. But you do need to sort of cater and align yourself with what the algorithm is doing. And luckily, there's a lot of great tools that can help you do that. And we're going to get into that. It's basically, it creates you a competitive advantage and the smarter you are, the more compounding it is. So I'm going to go back to screen sharing. The thing is a little known fact about me. I've been sort of working with and consulting with AMZScout for a very long time actually. There are even some things in here that I suggested and they decided to use. So I'm going to get into the overall because this is a really complex tool. It's easy to use, but there's a lot of moving parts to it. I'm going to show you one. Some of the best features it has. So right here, we saw this is the search for kitchen knife set, right? So not only can you see the sort of estimated revenue in the last 30 days, the rank, sales and units, and how much share of a sales it has. And well, this is a cool thing. So every single blue number means that there's an extra thing behind it, right? So if we look at the rank, If you just click on the rank, well, you get this graph sort of that shows you two years, one year, six months, two months, month of all these sort of relevant things, even though I never use them all combined. I mostly like to look at, well, it depends on what you're trying to do. It's extremely versatile. But one good thing that I like to do as someone that's managing a lot of accounts, if I started to suspect that there's a stagnation or there's a reason outside of what's happening in the account in the store itself, I will sort of try to see, okay, is there a competitor that did something different? Have they changed their price? Okay, now this is the number of views, the price, sorry. Have they changed their price? Okay, so this is a different price. This happened in the last month. Okay, that's very interesting. But then I like to shut these off before I realize what the hell am I actually looking for, what I'm interested in. But of course, when I see the sales, And for example, once you're researching, whether you're researching a product or looking into your competitors, which is what I mostly use it for, you can sort of see, are there cycles? And for example, if you see a sudden spike, you want to look at the price and see, have they done a discount or something? Not really. Is it around Prime Day? Is it around Christmas? Is this a giftable item? If it is a giftable item, you can sort of go, oh, wait a minute, let's see. This is just a general display of what sort of keywords it's highly ranked on. But you might think, okay, is it doing something different to me? And of course you can go directly, just click on this thing, and it will bring us to the same window that I showed you before how indexing works. And this is it, you've just chosen a product and it's one click away and you get to see what it's ranked on. And all the data we mentioned before. So that's extremely useful. You want to think, okay, is there a keyword that he's ranked, moved up on? Okay, well, this is an electric knife set. Is that a new thing? So it's actually, as I said before, this is my favorite thing in the world. And it's, of course it's a business and I do run a business helping brands grow, but it's also really fun. Especially I want to relate that to you new sellers out there that, If you start looking at it as a game and actually enjoy it, and you're going to play with it more and you're going to actually, and the better you get at playing it, the more you play it, you get more money as a result, as opposed to, you know, XP points for levels or items in a video game. But if you look at it through that lens, which is what I look at it, is it's super fun. You always get to discover these little things. These tools help a lot, especially once you extract your internal data, look at your reports and look at some historical data from your account or your business reports or your BBC reports and go like, well, wait a minute, something happened in March. What was going on in March? And then you like go to The page and you start looking into your top five competitors. Well, what happened here? Wait, it's different now. Did they change the price? Did they change the listing? What's going on? So you can get all this sort of information and there's the cool thing. Well, if you're researching a niche, this is fun. This is what I suggested and AMZScout used and this was like years ago. So it sort of gives you an idea of basically maybe hard to succeed. It gives you sort of a score like How objectively hard or easy it is to get into this niche and actually, you know, get to the top of it where you are having enough sales that is justified, right? So this is sort of the phrasing that I suggested and they kept it. And recently they added this, which sort of follows the same logic, but in a more profound level. So you get it as a bit of a, you get a lot more confessional stuff, even though it's AI, so it takes a bit of time to Figure out what's going on, but you can sort of this little essay of sort of the straight weaknesses, opportunities and threats. And if you know, this is the SWOT analysis, if anyone went to business school or econ and it's sort of a scrapes the data to point out the AI points out what considers the most relevant. It's actually interesting because it also is evaluating how good looking the listing is which is really cool. So that's basically this can be used very well for product research, but I mostly use it for researching competitors or anyone else in the niche. But there's another cool thing. This is I discovered years ago. When you use this, when you go to get keywords and you're looking for product ideas, and let's say you're looking for something in this niche or this category, and you just go like Okay, knife and scissors. Let's look at that and then boom, it's right here and then it's gonna open up on its own. It's gonna be really cool. See, and then you just get this infinite loop of product ideas, which is really cool and you can. Just pick a favorite right here. Where's the favorite? No, is it on this side? Where is it? Oh, right here, yeah. Then you can have like favorites. It just has to stop loading. So you can just pick them up and then you have this really well-organized list. I actually don't want to apply filters. But yeah, you can just favorite this stuff and yeah, you get an infinite loop. You can do it again. So you like get keywords, boom. Next thing, it's sort of related if you like it, but you're not finding exactly what you're hoping for, it would just, okay, it's a ton of data. So it has to, so peeler and knife with cover. I don't even know what that is, but there you go. And now we're in a slightly different place. So you can sort of, if you like a category, you can actually find a lot of niches here. This is all the aggregate data, right? You can see all of this individually. And what's really cool is you can actually see exactly how much they're paying in FBA fees, right? So here you would have to manually input the other data, like the product cost, which would like include shipping and stuff. But what's really cool is that you can actually get suppliers. Okay, why is this frozen? So you can actually go directly to Alibaba from here. So we can look for this thing. And it's gonna search for those things, right? Which is pretty damn cool. And that's only, right, that's, okay, we were here. So that's only one of the things. Here's more suppliers. Yeah, I was waiting for it to load completely. So actually, actually can get suppliers from a multitude of countries. And you can sort in parameters here, like a very important one is MOQ. So you can say like, what is the minimum amount you'd be willing to order? And it will sort it by that. Even though in my experience, especially as a seller, what they say the MOQ is, it's negotiable, but it's good to sort of know where they're standing at, right? So these are all like verified suppliers. by the team themselves, so that's super cool. And let's see, another very important thing here, I wanna show quickly the product database. And this is just for product research in general. And you want to do things like, you can sort of, there's a bunch of filters you can input and you just chose the marketplace, but here I have it set at USA. And you basically put in all the things that you would, all the, uh, criteria you have for what would be an equivalent of a product you want to sell. So you want to see, okay, we wanted to have sales at least, uh, uh, Oh, this is 10,000 units. So for example, uh, I want to put him at sales or we want to estimate revenue at least $10,000 and we have reviews that's under 300 and a price that's at least $10 and one of standard rather than oversized because it's, you know, less shipping, but maybe you're into that. And you input all of these things. And wait, so save filters. And wait, I messed something up. I think I need to refresh the page, sorry. Oh, categories, right. Okay, apply all of them. And then more filters. And yeah, we're just gonna delete this one. Okay, perfect. And then estimated revenue, at least $10,000. Oh yeah, I didn't delete the other one, right. So it's a lot of product ideas if you are searching for them. And if you want to expand your catalog, even though you expand your catalog, I would do it like this. This is where we try to generate ideas because you will get stuff related. So if this is your niche, it's much easier to grab another bit, grab something that's sort of related, because if you're in this niche, it wouldn't be weird if you had products like this, but this is another way to verify them. So here you will see all the things that meet the criteria. So it's price, every single one of them is above $10 in selling price and the revenue is higher than $10,000. Oh, that's nice. So then you can sort it out through here and then you can sort of move them. into your product database where all your ideas can be kept. So that's really, really cool stuff. And yeah, of course you can click on them, you can see their history and all that stuff. So yeah, there's plenty of data and it's the same sort of history of sales and price. Yeah, and you can of course just search for them exactly. It will take you right to the page so you can explore them in more detail. So I think we covered, All of this. Right. Yeah, definitely. So, yeah. As you can see, you can have a lot of information here. And you can see the main keywords, even though I would definitely do a reverse ASIN search, as I showed on the surface level, you can see the main keywords. But if you see something interesting there, just one click away to get a full list of all the thousands of keywords that's ranked on it. Then you can play around with it, you can extract it and organize. That's half of what I do, is organizing Excels under different criteria. Okay, right. And we mentioned the database, right? We went through the database, right? Yeah, and there's 600 million products there. And yeah, so it's all connected. You just move from one to another. It's really, really, it's really intuitive to use. So we're going to get into finally, what's the difference between a proficient and an amateur Amazon seller, right? So I've had a lot of experience. I was a seller myself, but then I just fell in love with PPC and that's all I wanna do. So I didn't wanna deal with suppliers. And inventory forecast and stuff like that. But I've met a lot of really great sellers. And when I meet a great seller and they hire me, it just sort of... Goes to the moon, basically. Just like the little rocket that's in my logo. So, proficient sellers are able to find a balance where they satisfy and address the wants and needs of their customers while making sure they own their strategies with the way A9 algorithm works. Right, because it's sort of a chicken and an egg thing. Because you want your listing to communicate all the important features of your product. You want it to make sure that it's making a really good point. Uh, of all, of all it's, well, it's making a good value proposition and it's presented properly, but at the same time, all those little Little indicators, little keywords. And so aligning those two things is what sellers do. And I have never seen a really successful product where that isn't the case. And if you've been doing this for such a long time, you can actually tell just by looking at it. So amateur sellers just fill up the space as in they put pictures that look Good and do the bare minimum thinking that Amazon itself is somehow magically going to move it in the right place. I mean, sometimes when you're a beginner and you're sort of naive that that kind of makes sense, right? It's a good product. The pictures look nice. I think it's a good price. I'm just gonna Let it here. Okay, we have a lot of questions in the Q&A. We'll be getting to that. So that's the difference, right? So you need to understand that it's not enough just to do something that sort of looks right. And one of the major points of conversations I have with my clients is that I will point something out and like, why is this here? And if they don't have an answer, that's usually, and that's usually an indicator that they're missing something. Okay, next thing. Proficient sellers check their advertising reports regularly and make adjustment both to their PPC structure and their SEO. So we're talking about keywords, indexing, organic ranks. So all of these things are in a flux, as I said. Just like we looked at the keyword trends in the keyword tracker tool and in the reverse async search, you can sort of see that there are shifts happening there and there will be shifts within your PPC structure. There will be actually, sort of new keywords popping up where, because the algorithm does more than we know that it does. And if you notice those things early, and if you keep sort of track of what you're doing and you notice those opportunities and you run tests on them, that's how you actually win. And that's how you stay on top. So amateur sellers, So I've started and forget it and think that your PPC structure can simply be just sort of put in place and put on autopilot and it will work out just fine. And there are some rare cases where that kind of works as in the results they're getting seem satisfactory. But the fact that they're not putting in extra effort means that there's so many sales that are leaving on the table. So also provision sellers always look for new pathways of growth. So no matter how well their account is doing, even if you're doing great, if you're super happy, you always experiment and keep an eye on your niche. And just what we're doing right now. So we're looking into who's selling what, what's going on. You can see the history, you can sort of go back in time. You can actually, if you're keeping track of your reports, and I have every report for every week of every account I worked on for the last like eight years at least. So I can always look back at those things. And then if you have your own internal data, and you have the market data, you can sort of start theorizing things. And then, you know, by studying the data, you get ideas for experiments. And especially when you're doing well, when you're doing well, it means you're very cost efficient, there's a lot of profit. So there's a little bit Well, maybe a lot of it left there for experimentation, for trying things that you don't know if they're going to work or not. But that's a property of great Amazon sellers and great business people in general. That's what they do. So actually, I think there's even a quote for Jeffrey Bezos. They tried to make the Amazon Fire phone. He said, yeah, we spend a billion dollars realizing we can't do that. That's billion dollars well spent because we tried something didn't work. Next thing we try is more likely to work. Amazon sellers, if they're satisfied with the way their store is doing, they will simply let it be and make no effort to seek further growth. And surprise, surprise, there's going to be a COVID, there's going to be a something, and you're going to get blindsided. Right? So. Also, they know they cannot, I think I mentioned this earlier in the presentation, a proficient seller knows they cannot afford the luxury of not knowing why something is happening with their account. Now, you will not be able to predict everything. Things will generally not go according to plan. There will be trends, you need to sort of adjust to them. But if suddenly, you know, a set of campaigns that used to bring you a lot of sales, it was really cost efficient, and now it isn't, You need to have an idea as to why. So this is why both keeping track of what you're doing internally and having the tools that you can sort of look at it from the outside. So you can look at what you're doing and what the market is doing. Then you can at least have an idea why. Maybe the idea you have is wrong, but not having any idea going, well, it is how it is. That's a recipe for, you know, not reaching your potential at the very least. And also it's a trap that most of us will fall into, I assume we did. When things are going well, there's some sort of lucky break. We tend to assign this divine sort of property to Amazon. Like, oh, it's giving me sales now. And it's like, no, it's like seven people that have their own things in their mind. They click things and they bought it. There's nothing Amazon is doing to sort of push you. So this is why you need to understand these things and know actually what's going on. Because then you're gonna start, the gap in your knowledge is gonna fill up with both nonsense. Basically, you're just gonna guess things and you're not gonna be doing well on Amazon. So, also provision sellers, well, I've said this a few times, keep track of the data constantly and don't waste energy on resources or products or strategies that don't bring them results. So they don't hesitate to fully test any of their products or discontinue them if needed. So this is something I often see. There's a Pareto principle I hope you're familiar with where 80% of results come from 20% of inputs and it happens all over nature. And that's almost certainly the case if you have enough products in there. And what a good seller does is like, oh, this isn't working. Well, I'm gonna run one test to see maybe it's due to something else. If it doesn't work, it's discontinued. So they would just try a different product or focus on the ones that are actually bringing them sales and they keep re-evaluating that thing. So, and amateur sellers take the easy path. If they, for whatever, in order to product with 15 variations, they're going to keep all 15 of them, even though two of them are bringing in almost all of the sales.