You're Scaling Your Amazon Ads Wrong - Here's How to Fix It

You're Scaling Your Amazon Ads Wrong - Here's How to Fix It Speaker 1: Amazon is continuously releasing more ad placements. Like there's a couple search pages now. It's like there is literally not a single first row organic spot anymore. Like it's all ads. Speaker 2: Amazon ads are getting more expensive. They're more competitive and they're harder to scale. Most sellers are burning through their cash without even realizing how much they're spending. But the real problem isn't your budget. It's your ad strategy and knowing when and where to spend your money. Today, we're breaking down the ad strategies that actually work, the biggest mistakes sellers make and how to scale profitably. Our guest founded Jungler to help sellers achieve eight figure revenue goals and beyond. With her experience as a former Amazon seller and a talent for simplifying complexity, Elizabeth has developed a top down approach that jumpstarts seller success. Her clear simplified process enables businesses to scale efficiently. She raised six children, six. Speaker 3: Wow. Speaker 2: Ages 6 to 14 with her husband and her husband has made with her husband. Elizabeth is an expert at scaling with simplicity. She's honored to share her insider knowledge with the Amazon seller community. And I'm talking about Elizabeth Greene. So we'll get to Elizabeth in a second, but now let's have a word from our sponsor and we'll get right back to the podcast. Tired of negative reviews dragging down your star rating in sales? Traceviews has your back. Traceviews specializes in removing non-compliant Amazon reviews the right way. I'm talking 100% compliant with Amazon terms of service. And with over 11,000 reviews removed for 400 plus brands, they know what it takes to protect your reputation and boost conversions. And here's the best part. You only pay for performance. That means you only pay for reviews they successfully remove. No contracts, no monthly fees, just results. Plus, as a Lunch With Norm listener, you get two reviews removed for free. Ready to clean up your reviews? Visit TraceFuse.ai. That's TraceFuse, T-R-A-C-E-F-U-S-E dot A-I. So sit back, relax, grab a cup of coffee and enjoy the show. Welcome Elizabeth Greene. Speaker 1: Hello. Thanks for having me. Speaker 2: Oh, it's great to have you back. It's nice to see you. Speaker 1: Yeah, nice to see you as well. Speaker 2: I love the content that you put out about the Amazon PPC game and going forward 2025, we might as well just start off with this. Speaker 1: What changes or trends have you seen going into 2025? The most trends I'd say is a continuation of something that they really did in 2024, which is releasing more data. So example, like AMC was made available to non-DSP users for the first time. We got access to that, which is like fabulous. Everybody has been talking about AMC for the longest time, but like nobody can get access unless You know, they're going through a DSP provider, so that definitely has changed, which again, more access to data. The other thing that they're putting out, which is kind of interesting, is sort of more semi-automated features inside of their ad console, which one of my account managers flagged today, FYI. At least we just noticed that, and you'll only notice it if you go and you are launching campaigns manually, but they have, which has been around for a while, but the ability to increase your bids around like peak shopping days. So, you know, like Black Friday, Cyber Monday, but all of those sort of, you know, holidays, they say like, oh, we will have the benefit of being able to like, you know, put a percentage increase on your bids. That option is now a default check. In ad console. I might want to go check that. Make sure you don't have it set up anywhere. But like a lot of things like that where it's like they're sort of putting out new features. Things like placement percentages now being available for business. We've done a lot of placements. That one's interesting. There's just like a lot of more tweaks and more options, which unfortunately kind of makes it a little bit more complex. Speaker 2: So when you talk about the business placements, are you talking about companies who have enrolled in B2B? Speaker 1: Yep. Speaker 2: Yeah. So, you know, that's fantastic because a lot of companies, like we, we manage a lot of different brands. And when we first look at a brand, a lot of the times they don't even consider the impact of what B2B Central is if you enable it. And I just want to give one example and then we'll keep going on the PPC. I had one client who was doing screen wipes. This is before COVID. And I told him, you're selling a pack, one pack of 10. Why don't we go in, build these tiers and make like 10 packs, which would be 100, 25 packs, 50 packs. And within a month or two, he was doing more sales to wholesale businesses than he was with the one packs. It was just free money. Just something to consider and now with this. That's even gonna be a bigger bonus. Speaker 1: Yeah, absolutely. Because there's a lot of brands who maybe don't really pay attention to like inside of your business reports you have those like columns where it'll say like your B2B sales and that is split out. You can usually go and track that or Amazon released sort of suggestions for optimizations to your catalog which is really fantastic because For brands with large catalogs, sometimes they forget like, oh yeah, I totally forgot to put A plus content there or, you know, I don't have B2B pricing. That's one of the things they'll flag. It's like, hey, you don't have B2B pricing here. We think that there is a potential lift. So that's quite easy to implement. And again, why not? Speaker 2: Right. So let's talk about the strategies. You talk about scaling strategies. Let's talk about one or two of them. Stay ahead of the competition by optimizing your Amazon product images. Watch my newest episode right here with John Aspinall. And don't forget to subscribe. New episodes are uploaded every Monday. Speaker 1: Honestly, the longer I do this, There's certain thesis that I held in the beginning that I still feel are almost becoming more and more true over time. One of those is that good ad management is about good ad spend. Good ad allocations or good ad spend control. That's really, I would say, 100% true. I'm talking to a lot of brands these days and unfortunately there's a couple reasons for it. One, the platform is just getting more and more competitive. There's more people playing in the sandbox and so maybe a little bit less of the pie to go around. And then the other thing that they're doing is, you know, increases in fees and storage fees and kind of all the complexity and crazy that came out, which means bottom lines are getting squeezed. So, you know, back in the days when it was Wild West, yes, it was Wild West, but your margins weren't, I mean, if you're doing it right, your margins weren't so slim that you couldn't afford to kind of figure things out. And that really definitely has been a shift. It's been shifting over the last couple of years, but definitely apparent in 2025. I have less margins to play with, more competitive, which means costs are going up. The other factor is that Amazon is continuously releasing more ad placements. There's a couple of search pages now. There is literally not a single first row organic spot anymore. It's all ads. And so that means organic is technically, I don't want to say- It's not dead. Speaker 2: It just smells funny, right? Speaker 1: Yeah. Yeah. I was going to say it's worth less and less, but actually now with less placements, it's almost more and more valuable, but you get less for it, if that makes sense. And so it's like all of these things combined are just making it more and more difficult to say like, okay, so where do I put my ad spend to help affect this? A lot of the brands that I'm talking to, you need a much more strategic strategy now. A lot of the brands I'm talking to, they're like, look, we have the directive. If it's a more enterprise brand, maybe they have their annual budget, so they have a more intentional, okay, this is what we're going to spend this year. A little bit more private label where they're like, all right, let's just see what we can do. It's a different viewpoint. But there's a lot of those brands where they like, okay, so I have allocated more ad budget. We can spend it. So I'm going into my ad console and I'm saying, okay, so where is this best spent from like a efficiency standpoint, right? Like, okay, a cost is fantastic here. We're seeing really great ROAS here. Like, yeah, let's increase that because that's where obviously the performance is happening from an ads perspective. But what they're finding, and I know because I mean, of course, I'm biased because they're reaching out to me because there's a problem, right? But what they're finding is that even though they're increasing it in places in the account that logically would make sense, what ends up happening is that their ad sales may go up, but they're not seeing any increases to top line. And that's what business is looking at. Like if I put more money into ads, I want to see a greater return top line. And some of these, they're like, we increased our budget 20% and we saw What, a two to 5% lift in top line? Like that doesn't make sense. So they're like, we're putting more money into the machine than we're getting out. And we know that's unsustainable and yet ads have an absolute impact on total sales growth and organic growth. So they're like, what gives? We're putting more money in the machine. We're not getting it out. So the thing that we've really been working through is how do we put the money into the machine in a way that is going to be strategic, that can help us then grow that top line versus say just growing ad sales and not seeing any real true impact to the business. Speaker 2: And that's just controlling and monitoring your ad spend. Speaker 1: Yeah. So it's, it's looking at it on a couple of ways. So here's the way that we think about it is it's, you want to look at the account level, but then you also want to look at it on a product level. So it's, it's kind of like a, I would almost say like three-step analysis process if I really had to break it down for you. Because the thing is, we also deal with large and complex catalogs. So when you're faced with an account with, say, 50,000 SKUs, how do you make the impact you need and know that you're getting it right? And what we found is that when all you're looking at is ads, you're only coming at it from the ads perspective. What is efficient in ads? You can't see the forest for the trees. You can't make the strategic decisions. So we say start from the top down. So I would want to look at the account level and say, okay, what are the objectives, right? What are we actually trying to accomplish? And what do we need from a business standpoint? I'm a strong believer is that a lot of ad strategies are not necessarily good or bad. Like it's no, from an, again, from an ads perspective, strictly, there's no technically right or wrong answer. It's, based on business objectives and I can get into that detail, but essentially it's okay. So we allocated 20% more budget. We want to grow sales. We're expecting, you know, let's say at least a 20% lift or something in sales, or we recognize, okay, maybe in the beginning we'll get, you know, 15, but then we hope it, you know, gets even more than that. If we can get 30 or 40 from that, that'd be fantastic, right? So okay, we know we have this much money to put in the machine. So then the question is where do we put it, right? And then also you want to know your goals and you also want to know your limitations. Limitations typically come in the form of total A costs. So I know I'm going to put more money into the machine. This is my goal of growth, but we can't have growth just for growth sake, right? We need profits as well. So typically it's what's the balance between sales and profits. And then once we have that, then we look at, okay, so from an account level, how far off of that are we? So an example would be, we want to grow top line by 20%. Okay, great. We want to make sure we stay within a total ACoS goal of 10%. Okay, so that's our limitation, right? How far off is that of the account? Are we shrinking 5% and our total A cost is already 12%? And then you're telling me, okay, so not only do I have to make up for the 5%, I got a new 25% and then I also have to bring down spend by two points. That's a little bit more difficult. So you essentially just want to say like, what's the lay of the land? How difficult is this going to be? What are the actual mathematics and mechanics that happen? That's where I think a lot of sellers struggle is so they'll look at it and a lot of, you know, savvy sellers, especially if they've been around for a while, they'll, you know, you can do the mathematics in a spreadsheet, say, okay, I need this. And then that's where they typically bring it to the account manager saying this and the account manager is like, all right, how do I do that in terms of like ad strategy, right? How do I connect those dots? And also, how do you, again, in large complex catalogs, how do you connect the dots in a way that you know, you're going to be making the right strategic decisions because again, force for the trees. The minute if I took that, we need to go by X and do X and I brought that into the ad console, it was like, all right, from ad console, let's decide what we're doing. Then I'm probably going to be running around like a crazy person again and be like, Oh, this budget's running out. It costs us great here. Like, you know, just making decisions or, you know, just making informed decisions from an ads perspective, but not informed decisions from like a strategic perspective. So the way in which you connect those dots is by then looking at sort of that same analysis that I was talking about on the account level, but you want to bring that down into the product level. So then you wanna say, the two things that we found to be very helpful to know, again, where those, everyone talks about like the 80-20, it's very true, like where is my 80-20 in the account, is to look at pieces of the pie. So example of that would be, like what percentage of my total sales does this product drive? And then what percentage of my total sales does this product spend, right? So you look at those two levers, and then you say, okay, where are my big movers, where are my big pieces of the pie, again, I'm talking about ad spend allocation. So I want to know, where am I spending my ad dollars? How efficient is that? How efficient it is, is going to be things like my ACOS, my total ACOS, and my ad sale percentage, which is the ad sale percentage is your ad sales divided by total sales. So that says like, how reliant am I on ads to drive sales for me? Lower the number, less reliant, higher the number. It's like a very scalable way to look at organic ranking, honestly. And so we would just kind of look at all of that overlaid and then say, okay, so we know we need to be closer to, again, that example of, say, a 12% total cost and we need to get down to a 10. I'd say, okay, so where are my two points? Where is the spend in which I can tweak? Okay, so this particular product, wow, I'm seeing that this one's running at like 15% total cost and it's already spending like 15% of my total budget. Okay, that's probably somewhere to optimize, right? Oh wait, this other product is driving, I don't know, 15% of my total sales and yet, oh wow, totally cost is only like at eight. I have room to move here. And so, and then once you can take that understanding, and again, connecting the products, down into where are those products located in my account, what campaigns, what strategies do I have? That connection is notoriously difficult. I have some projects that I'm really excited about that I'm kind of working on to see if I can help people make those connections easier. But, um, There are ways to do it. And then you take that and you say, okay, this is my campaigns. This is my ad strategy for this one product that I know I need to move. So therefore, this is where I'm gonna spend my efforts in terms of the optimization, figuring out expansions, et cetera. Speaker 2: Think your PPC campaigns are optimized? You might be wasting your money. Check out Elizabeth Greene as she explains why Catch All campaigns are still working for Amazon sellers. It's all about just setting clear measurable objectives. Speaker 1: Yes. Speaker 2: For every campaign. Speaker 1: Yeah. Speaker 2: All right. So a lot of people listening live, but there's going to be a ton of people that download this episode. And a lot of those are gonna be newer sellers. So they don't have that. When I got into this, I don't know when you got into Amazon, but when I got into Amazon, there was no PPC. And then it started out, oh, you know, you have to spend 10 cents a click, you know, if that, and it grew and grew and grew. So, which I should say, you have to know every single penny. You have to know your numbers in today's game with Amazon. But with that being said, is there anything a new seller can do to really not spend their mortgage, But just, you know, test the campaign so they're not spending it just to see if it'll work without just, you know, here's a few thousand bucks. Speaker 1: It's a great question. So I'll tell you this. And for those of you who are savvy, I'm going to preface this by saying I have nothing against sponsor branded display, and I think they're fabulous. That being said, sponsored product ads have the greatest impact on organic ranking. Sponsored brands, even as high as if you're running sponsored brands video ads, and you might have a fantastic conversion rate, you might have really good metrics. In our testing over the last couple of years, we have not seen the same impact of sponsored brands, even video ads, even if you have great conversion rates or sponsored display ads and ranking. So that right there immediately eliminates a ton of complexity. Because if you're in the beginning, 100% of your budget should be going to sponsored product ads, maybe a video ad if you have the creative for it. And again, you're going to put a limited budget on it. But You don't have to deal with all that complexity and sponsored brands and display definitely add a lot more complexity to the mix. Speaker 2: The other thing I was going to ask you is back in the day, we saw the auto campaigns or the catch-all campaigns that worked really well. Even recently, I've seen that and recently being last year, I really was looking into this with some of our clients. Is that still working? It is. Speaker 1: It is still working. Um, I just had, I actually, it's funny. I ran across a post on LinkedIn. I won't say who it is cause I dearly love him. He's a good friend. But, uh, he was saying like, Oh, why would you run a catch all campaign? Because they don't scale, which is true. They don't scale from a, like you, you catch all campaigns, by the way, Let's just say what they are because they're fantastic. They're almost kind of just like a guaranteed money printer. There are times where they don't work, but generally speaking, the guaranteed money printer and actually we found is the bigger the catalog, the better they work. Crazy enough. Casual auto campaign, easiest thing in the world. Take your entire catalog, put it into an auto campaign and put a really low bid. Low bid being somewhere between, I don't know, 15, 20 cents. You might scale up to 30 cents if you really are trying to get something moving, but it's like really low. If a cost is high on it, definitely decrease the bid, but don't increase the bid. Because as soon as you increase it, it will spend more. That campaign will absolutely gobble up your dollars and it might not be as low a cost. You're looking for just profitable traffic here. And so his point was like, hey, it doesn't scale, meaning like the goal is not to increase bids because you don't want to like increase your cost per clicks. You can increase the budgets. So if you're still getting a lot of budgets are running out, you can increase budget. It's not going to be a ranking campaign. A lot of the spend will probably go to your top sellers. Like it's very normal, right? Some of those campaigns in our accounts, we might be running an average of 25 to 30% ACOS on the account and those ones are doing like 10%, like why not? And so yes, they absolutely work really well. But to his point, he was saying, you can't scale. I'm like, yeah, but why would you get rid of profitable traffic? Unknown Speaker: It's great. Speaker 2: All right, so it does still work. So anybody listening, if you haven't done it, do it. Just check it out, especially if you're new. But even if you are an advanced seller and you've kind of given up on it, check it out. We saw some really good results. And like you said, Even if you get one sale, it's profit. Subscribe and leave a comment saying, I subscribed and I'll personally reply to your comment. Speaker 1: I'll give you another tactic for a catch all. So one of the things that we've actually been using them for is, you know, you, especially when people have a large catalog, it's like, there's, you know, there's those hero products and then there's your brand new ranking, you know, products. You're like, all right, these ones I'm trying to figure out. And then there's like that middle half of the catalog that everybody's like, I know it could probably do well. I know I haven't given it a good shot, but like, I didn't really want to throw a ton of ad dollars at it and do like a full blown ranking strategy because that's going to put me super unprofitable. Like, what the heck? So what we've been doing is actually leveraging auto campaigns here. So what we do is we'll run like a catch-all strategy. But typically what happens with catch-alls is again, your the ad spend will typically go to like the best sellers. So what we'll do is we'll only scrape those products that are like really not moving and we don't really want to put again like a lot of if you do like an intentional test across everything. You know, some might work, some might not. It's a lot of ad spend. It'll really impact the account. So what you can do is again, you could scrape all those, you can put them in a catch-all campaign and then you run it for a couple weeks and then you go back and you look at it and you say, okay, out of all these sort of, you know, kind of middle products that are maybe, maybe not, are there any products that are performing well from a sales and possibly at a cost standpoint? And then, I mean, the cost of you to vet the middle of your catalog is like, I don't know, 10, $15 a day. And then once you figure out the ones that work, you can take those and then you can start more intentional tasks, but you've already vetted them with like really low ad dollars. Speaker 2: Very good. I just noticed we were at the bottom of the hour. I can't believe it's flown by. We have something called the Wheel of Kelsey. And that's a prize that we give away at the top of the hour. And that's usually provided by our guests. And today our guest is providing something really cool. So you want to tell us what that is? Speaker 1: Yes, absolutely. So there's a lot of things that people are trying to figure out with advertising. You know, one of them being like, I can tell you how many times I talked to sellers like I had no idea that sponsored brand ads didn't have as much impact on ranking. I'm like, yeah, so there's a lot of nuances and things that I know and that can be helpful to sellers as you're trying to figure out your own ad strategy. So I typically pay for coaching calls. To be honest, I don't really publish them because like they take up a lot of time. What I'll do is I'll get on an hour call with one of you. We'll talk ad strategy. We can even go over your account and I can give you some advice on getting how to improve your ads. Speaker 2: Very good. And Elizabeth is one of the top PPC people in the business. So it's a priceless giveaway today. So if you're interested in that, it's hashtag WheelOfKelsey or tag two people and you'll get a second entry. And now let's go to a sponsor. Hey, Amazon sellers, are you leaving money on the table with Amazon? Well, TrueOps is here to help you reclaim every last cent you're owed. Over 1,400 brands have already recouped millions with TrueOps cutting edge technology. Finding reimbursements others may have missed. And guess what? You only pay 10% commission, no more overpaying the industry standard of 25%. Plus the first $1,000 in reimbursements is free to you. Here's the best part. TrueOps doesn't get paid unless you do. If Amazon ever reverses a claim, TrueOps automatically credits your fees back to you. Now that's peace of mind. Remember, $1,000 free reimbursements to start than just 10% of successfully recovered funds. You have nothing to lose but the three minutes it takes to sign up for a free audit and so much more to gain. Sign up with the link in the description and start reclaiming what's rightfully yours. Elizabeth, why don't we get into some of these questions that we have. We already have four questions. Unknown Speaker: First question is from Joseph. I have seen that PPC bulk files be wildly off recently. Have you experienced the same? Speaker 1: Um, so not that I am aware of. We are shifting over into using more API connections. So I myself haven't been in the weeds as much. I would say, I would check to see if you're running a ton of VCPM campaigns, because if you are, those are calculated a little bit differently inside of bulk files versus the ad console. There is a possibility that that's what's throwing it off. I know that there was also a couple of dates where the ad console data was slightly off, so that might be part of it. Unknown Speaker: Simon, in general, PPC is not simple. For people that are more creative and product focused, spreadsheets are not fun. Managing PPC is horrible. How do less logic types circle the square? Speaker 1: Honestly, I would first I want to say this is a fantastic question, but it's a very difficult one. So I'll do my best to maybe give you some insights. I think the first thing is to figure out how you logically think through problems. This is like sort of a side quest that I'm going to talk about, but like it actually is fascinating to me. So I've recently like we have chats with my siblings and sometimes they'll like throw out random ideas. I'm one of six as well. I have six kids, but I'm one of six. So there's a lot of us that converse about. And one of the recent ones where my sister threw out, she was like, hey, how do you guys like, how do you guys process stuff? Like, how do you guys think about things? And so the one really funny thing is like I found out like I feed I actually it's bizarre as it sounds because like I can get super technical and like detailed and logical. I actually think and in feeling and in impressions of feelings actually. We're just really weird. And she was like, I have no idea. So a lot of people think in like steps and logic, and some people think in this messy creativeness, and I think in messy creativeness, but I also, again, can be super intuitive into, into spreadsheets and data and figuring out that. For me, it's been viewing sort of the data as like an interesting puzzle. So the way in which I view advertising is it's this interesting, beautiful marriage of logic and create. I see it as a marriage of creativity because when it really comes down to it, when it comes down to it, what we're trying to do with all of our tactics and all of our optimizations and all of our changes is we're trying to show our products in front of shoppers And today we're going to be talking about what are the keywords that people who are most likely to purchase. So this is keyword and if you want to get more technical search term targeting and when we show up, we want to show up at a cost that is going to make sense for our business. That's what we're trying to do in all this technical, which can maybe feel very stressful, is just trying to do those things right. Well, more efficiently and better. And so when it comes to that, what I do is I see sort of this connectiveness of the data, and I see trying to connect those data pieces to try and solve that, what I find is a very interesting, very logical, but also very sometimes illogical puzzle. Like consumer behavior is very fickle. Right. You have something randomly go viral on TikTok and like, oh my gosh, this is crazy. Like this one keyword popped up. Like why? Like it's, it's, it keeps you on your toes. I'll say that. And so I would say if you can figure out the piece that sort of sparks interest for you. So that's the piece that sparks interest for me. I don't know if that was helpful, but I have also found about myself that like, Repeatable processes, I hate. If I have to do something more than two times, like the same way, it honestly drives me crazy, which makes me very good at building systems. It also means that I kind of break things that don't need to be broken. And I know that about myself. So I try and like, I have to kind of gamify it for myself if I'm doing something more than once and trying to be like, okay, so is there a different way in which I can sort of approach this? And so again, that's what I've found has worked for me. So I think it's like, If you can figure out an angle that makes you find the puzzle interesting and then sort of approach it in that way. Speaker 2: Bulk optimizing PPC while managing tacos is tough. Elizabeth explains how to automate adjustments without wrecking your ad spend. Okay, Kel's next one. Unknown Speaker: How do you bulk optimize PPC while also considering tacos when adjusting bids? Speaker 1: Yep, that is a fantastic question. Also a very complex one. So I'll try and give you my best answer and I'll let you know how we do it. So it's really what we have found to be the best bid optimizations. And I know I'm biased because we have our own internal system that I geek out about and love. Is you want a constant feedback loop into your bid optimization strategy. Meaning you want to sort of that analysis that I talked about in the beginning, like which products are we focusing on? What do we need on these products? How do we analyze the ad strategy to make better decisions on these products? Part of that is going to be your bid logic. So an example would be, oh, we noticed that this product we have a lot of potential for, and so therefore we probably can get slightly more aggressive because we want to see if we can, you know, use this actually way to push for rankings, right? Well, part of pushing for ranks is going to be in your bid optimization system. So you want to have the ability to sort of feed back that insights into the system. Honestly, I'll be honest with you, it depends on what kind of optimizations you're using. I have honestly found it To be honest, kind of frustrating where you have like the bid systems where you kind of have like, oh, these are my blanket logic rules of like, you know, above X a cost and whatever. And then those blanket logic rules are then applied to a specific campaign, keyword, et cetera. You can still use a feedback loop in those systems. It's just notoriously difficult. And so the way we built our feedback loops is our optimizations are set at a specific level. So it could be for a specific campaign, for a specific keyword, for a specific et cetera. And then we feed those line items into the system and then tweak the bid algorithm based on those line items. That's how we've chosen to do it because again, we want the feedback loop. So really when it comes to that, because it is notoriously difficult to connect bids to total A costs. I have kind of a way to do it if you want to get into like a spreadsheet or something. There is a way to look at what is my cost per click need to be to achieve this, but it's really the best way to do it is if you have like a feedback loop. Speaker 2: Okay. You know, I'm not sure if you could do this, but I would love to see what you have to say about that in the newsletter. Maybe you could provide that over to Kelsey and we could put that article in and I think that would be fantastic. Speaker 1: No, I should. So I'll write it up and then, you know what I did is I brain dumped my logic into AI and I had it make a podcast for me. So if you like, full disclosure, it's an AI podcast. The way it pronounces ACOS is hysterical at some points. It's utterly ridiculous. Yeah, it's like bizarro, but the logic is there. And I think it is the most like detailed and laid out discussion on bid optimization. Again, I'm biased because it came from my brain child, but it is a very logical laid out description of kind of how you would think through Those things. Speaker 2: By the way, are you using a lot of AI right now? Just for yourself? Speaker 1: Oh, for myself? Heck yes. I love AI. Not for optimizations yet. We have some really cool ideas in the pipeline, but we won't be using them for pushing changes. I think that use case for AI is very far off and it honestly is created in some ways. I have so many friends in the space who use AI systems, but I'm like, Personal opinion, a little more harm than good when it comes to like it making decisions for you. I don't think it's there yet, but it is a fantastic tool for making, for finding the information that you need to make the decisions quicker. Speaker 2: Perfect. Great answer. We've got two questions left. Unknown Speaker: All right. From coolhan99, how long do you let a bid or keyword run before charging anything? Speaker 1: That's a fantastic question. So I would say to make your life easier, it is going to depend on your systems. Now, for context, we adjust bids several times a week, and there are specific keywords we may mark at a certain time to do manual bid optimizations for, for example, like, say, ranking where we need to get things out of the gate really, really quickly. I can take you through the logic all the way from launch. So launch is going to be very different than if you just have a keyword that's, you know, just kind of sitting there. Two ways where you can do a keyword that's just sitting there, that one's the easiest one, is you can either have a time interval or you can have a data interval. Data interval is like, okay, after X, Y, Z clicks, I'm going to make an optimization because I have enough data here. Time interval is like I adjust bids on Mondays and Thursdays. Right? That will depend on your system. I have seen both work. So I still think time intervals, as long as you know, I know there's there's optimization platforms like every single day, every single hour, we're changing things, you can still get away with like a couple times a week and be okay, especially if you have less data. Now, in the launch sequence, we have a very intense launch sequence and bid optimization. There, what we do is we're looking to get impressions as quick as possible. And so what we'll do is we'll actually adjust bids a couple times a day up until we start to get impressions. And then once we start to get impressions, then we can track, we're looking for that branch from impression to order. So am I getting impressions? If I'm not getting impressions, increase bid. Once I'm getting impressions, then we're looking to see are people clicking and are people ordering? And for us, we want to get to that logical conclusion of like, you know, are people clicking and not ordering or vice versa as quick as possible. So we increase aggressively with the goal of gaining impressions and those increases happen one to two times a day. Speaker 2: Getting access to DSP ads can be a game changer, but Amazon's $35,000 spend requirement could be a roadblock. Elizabeth explains the difference between DSP and fractional DSP for Amazon sellers and how it can benefit them. Unknown Speaker: And our last question is from Joseph. How do I get access to DSP? Speaker 1: Good question. So you will have to go through a provider. You can go through Amazon. However, I believe I don't remember how much they require you to spend, but they have pretty high spend that you need to have to get access to them. So it's a little bit different. And the way that it works is you have to go through, which I mean, we can do that for you. If that's something you're interested in, feel free to reach out to me. But you have to go through a provider because they have to go into their login and then create a seat for you. Now you won't get access to that seat because essentially it would be like if I gave you my login and then you could see like every single one of my clients logins behind it, it would be the same thing if you got access to like their DSP instance. So they won't be able to give you like the direct access. There are some times where Amazon will connect it to your ad account. So sometimes you can get access to that. Ad reps aren't always so gung-ho to help us do that so you will have to go through a provider. The benefit also of going through a provider is you can start with a much lower ad budget. You could start with like $3,000 to $5,000 a month versus having to spend like $20,000, $30,000, $50,000, right? Speaker 2: Yeah, and that's called fractional DSP, so I highly recommend that. Literally just a fraction, that's why it's called fractional, a fraction of the price. Derek says it's a 35 ad spend. Yeah, that's correct if you're going directly to Amazon, but through fractional DSP it could be you know, the low thousands like Elizabeth was just saying. Okay, let's go to a sponsor that will come back for the Wheel of Kelsey. Speaker 3: Start, scale, exit, repeat. I'm Colin C. Campbell and I've started over a dozen multi-million dollar companies in the last 30 years. I spent the last 10 years writing the book Start, Scale, Exit, Repeat to figure out what it is that these serial entrepreneurs do over and over again. We interviewed over 200 people. We created 58 chapters, over 30 illustrations, 180 call-outs, and we quite frankly made this book For the ADHD entrepreneur, it's been number one on Amazon in 15 categories and has won 12 awards globally. Get your book today either on ebook, paperback, hardcover or audible on Amazon or your favorite bookstore. Speaker 2: Okay, Elizabeth, it's that time. Let's go to Wheel of Kelsey. Unknown Speaker: So I'll shuffle these up and give this a spin. Speaker 2: Oh, very good. Business and finance. Congrats. Thank you, Elizabeth, for coming back. How do people get a hold of you, Elizabeth? Speaker 1: Yeah, absolutely. So if you would like me to take a look at your ad account, I promise I'm not going to hard sell you. We can do a free audit. So that would be on the website, jungler.com, J-U-N-G-L-R.com. My goal with that is to do an audit so good that you're like, oh my gosh, fantastic. Do it for me. You sound amazing. Even if I don't, it's totally fine. I will still do it for free. So the best place to do it is on the website. You'll get on a call with me first because I talked about business goals. I want to know your business goals first, then I'll build you the audit that shows you how to get there with your ads. In terms of you just want to hear what I'm talking about on ads, the best place to look at that is LinkedIn, I put out a lot of content there. Everywhere, but there. Speaker 2: And I also want to thank you for contributing to the WhatsApp group. That's fantastic. Oh, yeah, yeah. I see in there. We've got a variety of different ways to keep in touch with the community. We have the Reddit group, we have the WhatsApp group, we have the Facebook group, we have the newsletter, and we have the podcast. All right, everybody, we will see you later. Have a good one. Unknown Speaker: Thank you for listening.