Use the Inventory + Margin Scale Gate

Outcome: Increase spend only when contribution margin, conversion, and inventory coverage can support the push.

What to do in this lesson

• Watch: start with the lesson video.
• Learn: use the summary and key points to capture the operating principle.
• Do: complete the action steps against one real product, SKU, campaign, supplier, or workflow.
• Submit: write one action card with owner, evidence, next step, risk, status, and review date.

Watch

Hosted on Google Drive.

Lesson summary

This lesson teaches the importance of campaign structure in Amazon PPC. It covers why having the right structure is critical for profitable growth, and provides guidance on identifying and fixing common structural issues like mixed targets, match types, and parent products in campaigns.

Key points

• Campaign structure is the framework for organizing and managing your advertising campaigns
• Targets are the keywords, ASINs, categories, and audiences you use to gain impressions, clicks, and sales
• Match types determine how much control you give Amazon in matching your advertising to targets
• Advertised products are the parent listings you use to run campaigns
• Ad groups organize your targets and campaigns
• The ideal structure is one target, one match type, one ad group, one parent product per campaign
• Having multiple mixed elements in a campaign makes it impossible to optimize and maintain
• You need to aggressively cut anything with no clicks/sales or low conversion rate to get to a clean single-intent structure

Action checklist

• Audit your existing campaigns to identify any structural issues
• Remove any targets with no clicks/sales or low conversion rates
• Separate campaigns so each one only has one target, match type, and parent product
• Document the changes you need to make in the Action Items tab
• Implement the structural changes in a phased approach, no more than 20% of total ad spend at a time

Full transcript

Open transcript

Hello, guys, and welcome to day three of our Scaler-OS PPC 2.05 day challenge. Hey, Athena, Andrew, Justin Brown, Rich, Justin Dyson, Alicia, Anna, Matt Mark, and Brendan in the House today. I know we have a cat on Facebook in the comments there also. Welcome to the cool guys, and welcome back all of our amazing course portal and our Scaler-OS guests this week who are participating as part of this challenge. Let me know that you can hear us, let me know that you can see us, drop those comments in the Facebook, drop those comments here in Zoom, and we will get going with this amazing day three of this PPC challenge. Athena, those comments on your Facebook yesterday. Oh my god, I almost died of happiness. It was just so fantastic. Just everyone on fire, so much clarity, and it’s not just the clarity. It’s like having excitement for the future, for the first time in a long time. It really like lit people up because now they feel like there’s hope. There’s like a strategy and it’s simple and it’s like applicable, and I’m just so excited about that. Yeah, for sure. Do you guys concur with that? Are you guys kind of feeling the clarity? Let us know in the chat box. Let us know in the comments. Yesterday we laid out a blueprint, and that blueprint is the keys to profitable growth on Amazon when implemented accurately, when implemented correctly. So how are you guys feeling today coming in today three? You guys are the winners. You’re on day three of this five day quest that we’re all on together, navigating the world of PPC, wading through those trees, taking a step back and looking at the forest and figuring out how it applies to our business, our products, and at what velocity we need to be pursuing it to align with our owner’s goals, the reason why you started this business in the first place. And while we let people jump on, I actually want to hear that thing. I want to hear from people why they’re in this business. No matter where you’re at, whether you’ve been in the business five, 10 years or you’ve only been in a year or two, remind yourself and tell us, why are you in this business? What is it that you’re working towards? I want to hear that in very specific terms. And yet we’re all here to make a bunch of money. But beyond that, what does that money enable you to do? What’s that money enabling you to achieve in your future life? What is it you’re working towards? I think there are any any responses there in the chat box? Absolutely. And I’d like the more specific, the better to take better care of myself and my family. There’s a lot of mentions of freedom. And as George Michael wants saying freedom, provide a legacy for the next generation. Ray, I love you. And I love that. And you were definitely on your way to doing that to make a living on my own terms freedom to be home with my kids opportunity freedom of movement. That is a very common answer, by the way, freedom of movement, which is like freedom of location, time and financial, because that equals being able to really live your life on your own terms. Just a couple more time with my family. No more employee status, travel while earning. And Amazon is the building walls. Oh, wow. Amazon is building walls for Scaler-OS to break them. Hello, and I love you. Yeah. Yeah. So as we progress through this and we start moving into the implementation side of this five day challenge, Brendan’s going to be really taking you through some pretty impactful stuff today that are going to start taking action towards your existing campaign setups and start generating those more immediate results. I want you to remember why you’re in this business. Take a step back because it’s often so easy to fall into routine and forget that why and just remember what you’re building towards. And then use that use that motivation to overcome any of the perceived challenges, frustrations, those that entrepreneurial rollercoaster that we all go through. And when you wake up and need to tackle this in the business and come to implement, remember that’s why. Now, I know this is a conversation. You have a lot with people on the phone. What’s the number one thing that you help people get out their own way? What’s the number one thing you get people to focus on? I will tell you, but I have to read off two more. Okay. So Matthew says, I love how specific this is to free up my time so I can take care of my family, my community and make an impact in the lives of my friends and family, help other people to reach their freedom to Matthew. I love you. And that’s so beautiful. But then this one cracked me up. Jerry says that my girlfriend will only have kids with me when I have two million dollars. Sorry, I had to read that one out. That kills me. But you know, here’s the thing. Like, people have a goal and they know what life they want to live. But they don’t always match their actions to the overall goal of what they’re looking to do. And so you’re, you know, you have people saying like, I want this freedom. I want to build this for my family. And then you ask them like, okay, so on a daily, weekly, monthly basis, show me the motion, show me that like how much have you actually moved the needle towards that goal? And a lot of times they don’t even have an action plan. You know what I mean? They might have launched a couple of products when in reality, they need to launch 12. So I think that really a having the clarity where you’re going and then be matching the velocity of the actions to that goal is really the key thing that I feel a lot of people need to do. Yeah, and it’s the behavior as well, right? So who are you surrounding yourself with? What are you waking up and doing every day? Are you challenging your own beliefs or have you got stuck stagnant working in a vacuum in a silo, thinking you’ve already got everything figured out? And then all of a sudden the rug’s pulled from under you. That’s definitely happened to some more mature sellers in the last couple of years. So really kind of think about that as we go through this, check that ego and really understand kind of who are you surrounding yourself with? What system are you implementing? And how can you improve what you’re currently doing? I’m a big believer in improving 1% every single day. And that compound effect is real. That compound effect is significant. Now talking about taking action, I was looking through the Facebook group here this morning, and I am loving seeing everyone catching on here and really effectively auditing their campaigns. And it’s interesting to see the clarity of kind of the balance that people have got. So I see Andrea here with a 141 rank campaigns, 39 types of discovery, 14 booths, three and clear. And there’s just a bunch of people sharing exactly what we needed. And you guys taking this action, I hope this is translating into clarity that you’re then going to be able to implement against. And give me some feedback there in the chat box and in the comments, doing this exercise and auditing your campaigns. Tell me what your realizations have been. Did you have any epiphanies in your current setup? Do you need to pull back? Are you being too conservative? And actually your your skew is more mature and you haven’t progressed in your advertising strategy to where it should be? Have you already exhausted all of those rank keywords? And actually, you need to move on over to the right into those more talk to discovery. Give me your main feedback here in the chat box. And let us know kind of where you’re at and what this has shown you. So James saying too conservative, interesting James. So you’ve likely got that establishment and you want to move right. Christian saying I was biased with I might make a say on that keyword. Yeah, I think one of the biggest takeaways this week. Greg saying confirm I need to move more left to Greg, you’re looking needing to actually pull back. You’ve likely ran ahead of yourself, tried to climb the mountain too quick. Mike saying I realized I only focused on a car, so not conversion. Palo saying I’m starting to feel pretty much in the right path. Tammy saying total face palm will totally be taking back control of my campaigns and get them restructured ASAP. I’m hearing outsourced blindly there. Graham more focused on ranking to great organic sales. Xander saying way too complex right now. Ron saying decided to run more VCPMs. Greg, but I might get a sell with this. I had a few of those. So Brennan, I know today everything day three is all about structure and auditing current structure and diagnosing what the proper structure should be and beginning that transition process right. So as we head into this, what’s how should people think about kind of where they are right now with that audit that they’ve completed and what we’re going to be covering today? Yeah, so structure is going to be the foundation for everything. It’s really going to set up tomorrow’s conversation because we’re going to show you what bad looks like and then tomorrow we’re going to show you what good looks like and how the tools can help you operate and seamlessly transition into a proper campaign structure with proper maintenance every week and make it less difficult on you every single time you go into it. I know Justin wanted to set up a couple clarifying pieces before we get started from yesterday. He’s going to take us into the recap and then I’ll get into today’s training, but you’re up guys. It’s going to be fun. So who here’s excited for everything Brennan just said there. If you leave this challenge with understanding what you need to do to clean your structure up so that we can week out, you know exactly what action you should be taking and those actions are leading to profitable growth. Who here’s in for that type in in capital letters. I want to see those ins and when I get a load of them, we’re going to kick go. There you go. There’s the worst fall of ins. Okay, Justin, without further ado, let’s jump into these definitions and kick off day three. And as you would say, buckle up guys, dial in, get rid of those distractions. Let your loved ones know you’re here, turn off your phone, put it on silent and let’s focus here for the next couple of hours. All right. Can you guys see my screen? Okay. Yeah, loud and clear. Perfect. Okay, so this is just a bit of a housekeeping thing. I saw in the Facebook group that some of you guys when you were looking at your consolidated data tab, you had your campaign names, but everything else over here was blank. And the reason that is happening is because Google Sheets is dumb. It’s not a technical error or my fault whatsoever. It is absolutely a Google Sheets there. So there is an easy fix for it, though. So I do want to talk through that. If you are seeing data over here and you have all these stuff filled out, then you don’t need to do anything. But if you are seeing no data whatsoever, then I’ll show you how to fix it. So if you come to the export tab, the reason this is happening is because we need row four to be the status campaigns that type, etc. Well, sometimes when you paste it in, Google Sheets is going to add this on title spreadsheet to row one. And then sometimes if you don’t copy every single cell, including all these blank ones down here from Excel, then it won’t. So what I need you to do is copy your data. So again, this is assuming you don’t have this in title spreadsheet piece here. You’re going to be copying all of your data. Oops, too much. You’re going to copy it, delete it. And let’s just pretend that wasn’t there. So it’s blank again. And then you’re just going to paste it into a two. So instead of pasting it into a one, and you didn’t get that untitled spreadsheet thing, you’re going to paste it into here. And when you do that, this row will be correct. And it will ensure that everything populates over here. So super simple fix. If you go to having issues, just tag me in Facebook and I will help you get it solved. But that’s pretty much it for that. So I said, any questions? Feel free to tag me in Facebook. And here we go. So let this load up. It is day three structure and transition. I just want to quickly recap what we talked about yesterday. Because again, day one, we were primarily going to be talking about getting all of the conceptual items figured out set up structured blah, blah, blah. And then day two, which was yesterday, is when we really broke down how the structure works. The framework for the 2.0 strategy and why it’s so powerful. So I just want to make sure that we are all the same page. We do remember that everything that we did yesterday was a set up the conversation for today and tomorrow. So number one, the framework is specific to the product type stage and phase that your product has or is in. Okay. So there are three product types, which means there’s three strategies. At this point, you should know which one you are working off of. This aligns your campaign structure with Amazon’s own reporting capabilities. We’re going to highlight the crap out of that today. We’re going to see why the campaign is structured the way they are when we look at bad structure campaigns today. And we talk about how to transition those into an actual structure that Amazon reporting is clear. And it helps you instead of making you scratch your head wondering what the heck is going on. All right. And again, this is a profit first approach. We want to start with the key words, asins, audiences, whatever targets we have. I want to start where the conversion rate is going to be highest. And then as we move through the phases, we’re going to let go of some control and allow Amazon to take a little bit more of that. But we want to train the algorithm correctly first in the beginning. So if we do that properly, this will eliminate the confusion around identifying what actions to take, because now the data is clear. Number two, and number four, are going to be things we really dial in today. Number five here, we create the opportunity for simplistic maintenance plans. And this is what I’m most excited about. Tomorrow when we go through this, you’re going to see how once you have the campaign structure in the in the format that aligns with Amazon’s own reporting capabilities, it’s literally one plus one equals two. It’s no longer one plus one with a factor multiple of four hundred seventy thousand. We have to go figure out what through other reports, what to do. That is over. We got rid of that. That’s a whole point of the structure. And it clearly shows when new traffic is a problem, right? Or helping you. So every time you get to that point of stability, you meet the graduation criteria, you can introduce new variables in the form of new campaigns. All right. And then finally, clearly, I’m sorry, the framework itself, clearly times the deployment of the highest control campaigns to lowest. So again, we start with what we have the most control. And as we grow up, and our product becomes really mature, we can add more campaigns where we have less control than we do from the start. So let me know in the chat. Is this fresh? Do you guys remember all this? Is everyone good to go? You know, ready to dive in? Get into the actual structure transition component of this conversation. Just drop something good to go. Apollo. Good job. All right. Sarah saying, ready. Liz is good to go. Yeah. Suzy, let’s go over the controls. You have to stay and hold on to your hats and glasses, kids. This here’s the wildest ride in the wilderness that comes from the underworld and dizzy and it would be really funny with your accent. So in the future, I think you need to memorize that. And we’ll go with that. Okay. Okay. That’s the homework, Justin. Samari, you need to show up and say that start of it. All right. Okay. All right. So let’s get into it, guys. Before we do that, I have my own setup. I want to cover something that was a little bit unclear yesterday. So yesterday, I said, it’s all downhill from here. And I think what Athena thought I meant by that is this. And I want to just clarify and set the record straight that I didn’t mean this when I said downhill. I actually meant this. So big. It’s not you. In the groove. We’re going to be on the slopes. So I just want to get set the record straight. We’re trying to set a new level of comedy to open this thing up. I think yesterday with the teepee, today with the downhill tomorrow, we’re going to have to come up with something. I think the wildest ride in the wilderness, Justin, we’re the cowboy hat. I think we’re we’re setting nicely. Oh, yeah. To get that. Oh, sorry. It’s my last thing. I cannot handle the comments of the superhero meme and the fact that Justin is way stronger than the guy that was. You skipped Dom’s night, bro. All right. Well, let’s get into it, guys. Let’s get back to serious mode. There’s some density today. So we’re going to cover some some ground here. So what we’re going to cover today, my campaign structure may be your problem. We’re going to go through targets versus campaigns and show you how those two relationships exist and why you want them to be one, the key indicators for restructuring where to go through from top to bottom on multiple campaign types. I’m going to have live examples. I’m going to show you guys to run through this and how to start cleaning up your campaigns and getting over your fear of changes. And I have a whole slide dedicated to this. I’m going to give you guys a little pep talk here in a minute. So before we do that, let’s go through some definitions. So campaign structure is simply the framework of organizing and managing your advertising campaigns. Pretty simple. There’s four components to this. It’s going to be your targets, which we’ve been talking about all week. So your keywords, your yeah, your keywords, your agents, your category, your audiences. The second component is going to be your advertised products that you’re using to run your advertising campaigns or your product, your apparent listings you’re using to advertise. The match types you’re using and the ad groups that you use to encase all of those. And we’ll talk about all four of these and let’s break these down real quick. So for targets, we had a lot of question yesterday on the definition. So I did put a definition very clearly. Targets are what you leverage to gain impressions clicks or sales. The target types are again, keywords, asyns, categories, and audiences. These are the four target types that exist in any campaign type on Amazon. These are the only four levers you can pull for targeting. And like we talked about yesterday, your targeting is your intention. And every intention could potentially have a different conversion rate, right? So we really want to focus in on what a target is, hold that in your mind. It’ll make a lot of sense as we start going through the campaign structure and start driving that point home. And really the summary is the more targets you have, the more intentions you have for a campaign, the harder it will be to make performance-based decisions. Okay, this is up here. Okay. So I want to go through an example for targets specifically. So I’m going to use the travel tile example, the infamous many people in Scaler-OS have heard me talk about this product a lot. But I want to drive home the targeting reference and give you guys a visual for this. So if I have a product travel towel, my core root keyword is going to be travel towel. Let’s just say that has 7K search volume and another one of my keywords. So let’s say travel towels my hyper relevant keyword, camping towels going to be my very relevant keyword. So this is also a keyword that could apply for my product and with those two come different intentions. So for travel towel, my avatar for that specific keyword is going to be hikers and backpackers. My conversion rate for that keyword is 25%. This is pretty much real data on an ongoing basis for me. For camping towel, the avatar is going to be camper and my conversion rate is actually much lower than travel towel. Now this conversion rate for camping towels above my listing conversion rate. So I’m good with both these keywords staying in my campaign. But do you guys understand the difference between having those two intentions in one separate exact match campaigns? And especially if I start rolling those into broad match phrase match campaigns, start setting those intentions separately to find more keywords or more long tail keywords that those two are going to be separate intentions. Give me a yes in the chat if you guys are understanding the reference in the visual here. Cool. Now just a couple more things on the broad and phrase piece. So again, it’s not to say that like there’s a lot of crossover basically between these. So like a hiker could be going camping, a camper could be going hiking. You’re going to see a lot of travel camping towel, camping towel for travel. Yes, those keywords will overlap every now and then. But because we know that there’s separate intentions and separate conversion rates for both, I want to set those intentions separately so that I don’t co-mingle the conversion data and I can make better decisions on my placements, on my bids and go after them effectively in two different directions. So hope that’s clear. I think you guys got it. I just want to drive a visual for that because it seemed to be a common question of the last couple days. So let’s cover match types real quick. What I define match types or as is how much control you give Amazon to match your advertising to the target. So depending on how you set your match type exact phrase, broad or auto, you are giving one more control each time you pull one of those levers. So exact is the most controlled version and then all the way to auto where you’re giving Amazon basically control over picking the search terms and the targets that they’re going to go after it with relationship to your product. So we’re not going to go through all the match types and how everyone breaks down but it’s a good understanding and just a very clear easy definition. And match types can increase or decrease the amount of variables and potential targets in a giving campaign. And the goal is to set up each match type with controlled variability focused on one target or intention. So travel towel, camping towel, in match types in auto, close substitutes, loose match, so on and so forth. And each match type has different levels of variables control and performance as we talk about over the last couple days. Advertise products. This is going to be your ASIN product or listing that leverage for impressions clicks or sales. Campaign targets and intentions should be set to one parent listing at a time. So you don’t want to run multiple listings or parent products in one campaign or after one target in one intention at a time. And variations are fine given the products utility function and more problem it solves are the same. So what I mean by that is for the travel towel example, I only have color and size variations. There’s not much utility difference when people come in search for travel towel. They’ll buy all over the spectrum on size or color but I can run all of my advertising to the full listing with multiple ASINs and I don’t see a big difference. In the other side, if you have variations that are different in utility, so like the bedsheets example I used yesterday, you don’t want to have your king queen, California king, twin all running after the same keywords because they all have different intentions even though they’re on the same campaign. But in times where variations have the same utility can run after the same keywords and generally have not a lot of differences or subjective buying intent, you can run them multiple in one campaign. So for each product listing has different conversion rate on your targets, you need to keep the data for each separate for better profit output and performance decisions. And ad groups, this is grouping that Amazon has given us to organize your advertisements. So ad groups were Amazon attempt at letting you organize your targets and create campaign objectives. But since we have placements now and a lot of the organizational structures on Amazon change and the data they’re giving us is now more controllable, they become a little bit redundant in the current model and we’re actually not going to talk about ad group setup. The basics is set up one ad group. So one campaign, one ad group, one match tag, one target or intention. Okay, so I’m going to stop there and pause. Any questions on that? Are we clear to move forward and start to dive into? Wow, celebration. Are we clear to start diving into the depths of this? Give me a chat. I think we’ve got loads of yeses, yes, clear, very clear. Guys, speak up if you need any, if you need that said a different way or it didn’t quite land. Matt folks says, LFG, we all know what that means. Let’s fucking go. Yes, yes. I think it’s all coming through. Landon clear. Justin, if you were going to frame everything Brendan just said in five seconds, how would you frame it? Good job, Brendan. You got it. Okay, we’re good. Okay, cool. Let’s get into it because we’re going to start getting into the depths and then we’re going to give in some cool examples. I’m going to really drive home some of this. So the ideal campaign structure is you’re targeting one hyper relevant keyword for ranking. You applied, you were never list on day one. So the Amazon data requirements that we just talked about, one match tag per campaign, including auto, one ad group per campaign, one advertised parent product per campaign, with the exception of sponsored brand because you can put multiple pants into one listing. The header ads allow you to do that. And because it’s on a brand level, if we talk about yesterday, you can do that multiple targets are okay if these are basically two related. So no more than five per campaign. And really that applies to Halo exact match campaigns. So those two are pretty much the same thing. And then SD and SB. And again, I’ll show you what I mean by that when I go through an SD targeting campaign and what an intentional target looks like when we go through the live examples. And then all targets have the same buyer intention, this actually. So just again, driving boom, the key points here. So I wanted to put this in here because when we’ve talked about this subject before, we’ve gotten a lot of pushback on, well, I’m going to have to create more campaigns and campaigns are going to cause more work. But let’s break this down a little bit and I’ll show you why this is not true. So 300 targets across 30 campaigns is still 300 targets. 300 targets across 300 campaigns is still 300 targets. There’s probably a meme in there. So I’m our Andrew, if you want to queue that up. The difference is at a glance performance per target at a campaign level. The placement data is easier to analyze. The big changes are needed to do because there’s only one target and bid adjustments, especially on the placement level, are easier to do because the cost per click and the bids are targeted after one intention. And you can gather a lot more info out of that because of the placement level and campaign level data. Hiding performance and mixing targets and aces and doesn’t remove the work, it actually creates more ways to that spent and it’ll create more layers of work for you to actually do in your maintenance. I want to make sure this is clear. And again, I’m going to drive this home when we go through the live examples, but I’m just setting you up. This is fundamentally untrue. What we’re trying to do and what you’ll definitely see tomorrow when we go through the good examples of maintenance is that this is going to clear up a lot of the frustrations that you have week to week when you can’t read your data. When you have to go look at multiple report types to put together one answer for a campaign. So I want it to take away that myth that more campaigns equals more work because it’s fundamentally not true, especially in the tools that we have and structure that we’re going to show you today. And I think the point there, Brennan, is just really that doing the work now to get the set up on the structure right while it seemingly looks like a lot more. Once you’ve got access to the proper dashboards and tools to manage it at scale, it saves you so much more time later down the line and allows you to make more accurate decisions because of the data that you can now access because the structures now set up correctly and you’ve got clean data, right? Yes, exactly. And I have some covering on that too. I’m going to give a little pep document on this. So multiple targets and listings of match types and ad groups equals comp, paid maintenance, one target, one parent listing, one match type, one ad group, simple or maintenance. And the reason why I put the error in there, I could just said simple maintenance, but like Justin said, we are adapting to what Amazon gives us. If they give us cleaner data, if they give us cleaner data on conversion rates, if they give us cleaner data on how our performance is structured, if they give us a cleaner data on all of the different match types in the way that targets performing things like that, we will utilize that data. Right now they give us, especially in the API, they give us the multiple reports, five, six, seven reports to get one output for the campaign. So our goal is to try to create tools and create the structure that allows you to see everything at a glance so that you can make informed decisions, set filters easy and go from there. So let’s go through one of the main points of this, especially for sponsored products, because most of us have the majority of our ad spend, it should be probably 68% of our ad spends going through sponsored products. It’s a big load on our entire spend and budget. So you can’t replacements properly on sponsored products when you have that structure. I think that’s fundamentally clear by now, but I want to drive home this point. And I’m going to drive home this example and I have plenty more to go through that look just like this, but I want to kind of give you a step-by-step breakdown because it might get a little bit faster paced inside the tools. So when I look at this at a campaign level, so when I open up my maintenance tool inside the Scaler-OS tools, I see my total campaign conversion rate is 9.16%. Now I have all, this is a screenshot from the entire campaigns view and I know that because I have my sales percentage and my click percentage as a hundred. This is a quick little pro tip, but and I’ll show you how to use it in the tools. But when this is a hundred, that means you have all the campaigns for that specific date range showing up in here because it’s giving you the total amount of sales and clicks within that date range. So I’m taking the average conversion rate for all of my campaigns is 9.1. Now, what I see at a campaign level, this is a multi-targeting campaign, as it says over here on the left, the conversion rate for this is 11.9%. So if I go in looking for issues or anything driving my conversion down and I put in things below 9%, I will not find this campaign. But upon further review, if you dive a little deeper, you start to see that substitutes, loose match and close match are part of this campaign structure. So we’re going after multiple targets, we’re going after multiple auto campaign types within the same campaign. Within that, you see that each one of these converts differently based on the type it is. And this actually follows fundamentally what we talked about in the ad objectives. Close match is probably going to convert higher. loose match is going to be a little bit further away from your product. Substitutes can be a little bit all over the place because it’s asin and keywords. So this fundamentally follows even the control factors that we talked about and trying to stay as close as the controllable factors as possible, the highest conversion rate possible. So that kind of drives at home. And what I want to paint here, the picture that I want to paint here is the fact that this is all well and good. And this isn’t where the the buck stops because once we get into the placement data is when it really starts to get messy. So I read screenshot this. I showed you where this is the auto substitute, auto loose auto close, same exact data from the slide before. And now we’re looking at the placement data. So I’m going to focus on the conversion rate because that’s usually what I’m using to make performance decisions. And you see this is wildly different. Now I can make some determinations that wow, product pages is really driving down my conversion rate on this entire campaign. Everything else is above board and everything else looks great except I have no idea which intention or target is actually driving this performance. Everybody following me, give me a thumbs up. Yes. Yeah, coming through loud and clear. Thanks, Shady. Cool. I want to know how would the people watching this, how would you optimize this campaign knowing what you see in this data? Like, how would you know what to do to optimize this campaign? I am, Jen, you can’t, there you go, me go. Yeah, Maggie saying it’s a shot in the dark. Okay, so William says move each auto into their own campaign. Yeah, you got it. You guys are smart. I love it. Christy says delete the campaign. Well, no, don’t delete the campaign, but what you can do is again, in like, I don’t want to go through full maintenance structure and in reverse engine, we’re going to get through examples of this. Yes, you, I would do, and again, this thinking back to everything we’ve learned from product type all the way to now, right? Depending on where you are and the product lifecycle depends on your action plan, right? If you’re in phase one and phase two and you have this running, what do you do? Give me, give me feedback in the chat. If you’re just launching and you have these three intentions going based on the ad objectives that we went over yesterday, what do you do? No, don’t leave it alone. Okay, maybe I should just tell everyone. All right, James said pause, loose stuff and do it. There we go. Now I’m starting to see it. Do it. Separate, close. Just do auto close for now, auto close for now, auto close. Yep, exactly. So again, you’re just trying to isolate. This isn’t about cutting off and starting over. You’re taking what’s working and removing what’s not needed, right? You don’t need auto loose and auto substitute. If you’re in phase one and two, we know that. Now, if you’re beyond that and this is showing success, but the data is too muddy to understand exactly how it’s performing, right? Like this 11% auto loose, I might start a new campaign for the same product under auto loose if I need to. But again, and the one thing that I really am going to be honing in on today with especially on being really, really brutal on like the cuts, I’m going to be really strict on the cuts because what you’re losing by cutting this campaign or cutting anything from this campaign for that matter is two sales. Now, this is a 30 day snapshot, by the way. So we’re not talking about anything monumental. This is not going to move the needle on your entire product if you cut any one of these different intentions. So I’m going to be going through examples that show more of this breakdown, but I wanted to paint a picture. I know there’s been a lot of questions about whys and hows and all of that. This is the clearest example I can show of why you don’t want bad structure. This is why exactly why could you cannot make any decisions? I can’t change the bid for the placement. I can’t even go into my search term report and accurately determine what keywords are working for any one of these. If there’s agents showing in there now, there’s nothing that’s going to give me clarity because the intention isn’t set properly. It’s mixed and my performance at the top level is just too muddy to make clear decisions. So yes, cut off auto-loose, cut off auto-substue, stick with auto-close, move on. Cool. All right. So this is a multi-part rant, branded mini rant here, but as we go through this and as I start showing you guys what to do, the goal is not to freak out. I want you guys to be intentional, listen up, take action. We’re going to give you some very, very simple guidelines on how to go in and cut things that are not working that are very obvious and be super intentional about this. The other side of this is over the last couple days is I’ve heard a lot of you guys with bigger accounts, more skews, more variations, get really wordy about, well, this is going to be a lot of work and man, I don’t want to have to go do this. First of all, I’m not saying you go in and change everything overnight. Start with like one to three products at a time, take your bottom 20%, put those on a list of to-dos for this week and then start taking action and doing some cuts. Again, I’m going to give you some strategic framework that’ll help you do this, but at the end of the day, the work still needs doing. If you are a leader of your business and if you are the owner and the operator, you either have to do it yourself, delegate it to your team, don’t abdicate or show your agency what you need done. You can’t unring this bell. Once you see this, you have to go do it. So I just, again, I’m trying to get a little bit of a rar, rar, rar, hopefully it doesn’t take too much of the air out of the conversation. It keeps exciting high, but give me a hell yeah in the chat if you guys are ready to get into this because I want to make sure that you guys understand you are the leader of your business and it’s up to you to drive this change. You cannot unring this bell. If you’re doing it wrong, you need to change it, okay? I think people are ready to ring the bell, dude. Yeah, there is. Let’s go. All right. Yeah. Many ran to open that. Guess I was a mega ran, but don’t freak out. This is not about changing everything overnight. So let’s get into it. Multiple parents. So if you have multiple parents since the issue with Amazon gives you placement data on a campaign level like we’ve been talking about, you’re trying to optimize for a single product not for multiple. And it’s impossible to manage your campaigns for CVR and hyper relevancy when you have multiple parent aces in the same campaign. If you’re driving multiple intentions to two different parents, every parent’s going to convert differently on different targets, right? Even if you sell bedsheets that are similar, but different, they’re going to convert differently on those keywords. So like when you start coming mainly on all this data, not only is it impossible to make decisions out of campaign at a placement level, it’s really hard to justify things even on a product level and start making performance decisions. So the solution is keep parent A those performing best in the campaign turn off parent B. Create a new campaign for parent B if and only if it’s in the right stage and phase. So like the auto campaign example that we just talked about, right? If you don’t need it, don’t relaunch it. And the target is hyper relevant and this is this is up to you to decide, right? There’s no metric I’m going to be able to show you on hyper relevancy. You have to decide is this going to be good enough for your keyword research? And at the end of the day, if you find different things that you’re about to turn off, I would even go back to your keyword research on the keyword side of things and make sure that it passes the test again, you’re re-justifying putting it back in your campaign. And removing non-hyper relevant targets left in product A, and we’ll show you how to do that in just a second. So this is where I’m going to get into some examples and I have some examples queued up just and before I get into this or anything else that you want to cover on that specifically. I guess only from the chat, so just to be clear, we are talking about parent Aces. We’re not talking about variations, okay? If you have variations that all have the same buyer intent, they’re all just different colors or whatever, it’s totally fine to have those in the same campaign. But we’re talking about if you sell a crib sheet and a bassinet sheet, those have completely different keywords and completely different buyer intents. Yes, a baby sleeps on both, but they are still not the same. So you would not want to put those into the same campaigns because the data gets money. And we’re going to see that now. Right now. So can you guys see screen still? We get? Yep. Cool. So this is a product that I know has multiple parent products in it. So to the haircare products, some of you guys might be familiar with the seller. If he’s on, I love you. I’m just showing this as an example. But this is a product that is like a shampoo for hair growth. And the seller has multiple skews that do similar things. I don’t know why this thing’s turned on. I have celebration emojis come up. But they’ve combined a lot of these campaigns with two parent products that do similar things. So they’re both shampoos for hair growth. And I’m going to show you in the tools what it looks like when sometimes like, well, if this is commingled and the data is a little bit money, what it looks like. Right now, I do want to clarify inside of the tool set, we did not build the intentional like transition capability in this with the ACE invisibility because right now, like we don’t go through transition every day. That’s not an every week process, right? We’re going to show you how to discover it. And at the end of the day, like we said, if product day and product B are commingled, you have to split out product day and product B. It’s the very first step. If you don’t do that, nothing else gets easier. Even if you do fix the intentional targets or the match types of the ad groups, everything else is still hard. So you absolutely have to do that if that’s a problem in your business. And inside of tools, you’ll be able to identify that. So again, this is more so, if you have like an agency running your campaigns and you want to be, but quickly try to call these out without having to go into campaign manager, what happens when you have two things commingled is when you look at things on a campaign level, and actually, let me zoom back out to show you a little bit of this. So let’s do that real quick. I’m going to show you how to navigate to this point because I don’t want to get too lost in the weeks before you show you how to get here. So I’m on the product. I’ve showed you how to navigate the product on day one. I’m setting up a 30 day timeline here. Inside the filters, I’m just going to type in multi. So under the target, you see multi targeting campaign. Everything that has multiple targets in here is going to show the word multi in it. So I’m just going to filter by that and click apply filter to get those. And then I’m not going to set up anything else to go through it. But what you see on a campaign level, once you get these results is the placement data. So the top of search, rest of search, product pages, numbers are going to be off from the campaign level. The reason for that is because the campaign level is going to reflect the product stats. The placement is reflective of the total campaign stats, including the other parent that you have running inside this. So we give you the snapshot per product. But if you have them commingled, this data is going to be off. I promise you it’s not an attribution issue. It is not a type of tools issue that I’ve heard had many sellers come through this. We’ve had a couple of tickets. And that’s actually how I discovered that this was what was happening. I assume everybody had parents on separate advertisements and campaigns. Turns out a lot of people are running it this way, especially people that are running all these catch all campaigns for auto and things like that. So I wanted to show you guys this and I’ll zoom in a little bit. But you can see the number of clicks and even sales don’t match up up here. If that’s a problem in here, I would check to make sure, especially if you have an agency, I would check to make sure the campaign is not running multiple parents just to make sure. Every now and then, the closer you are to today’s date, Amazon may not have the attribution data totally, right? But it should never be tens of or hundreds of clicks off at a time. It should be like one to two here and there day over day. And that’s just delayed attribution data. This in these cases, you’re seeing a lot of the missing clicks. This is another case, 36. You have about 80 clicks here. So something’s going on. And I know for a fact that this product specifically runs multiple agents through this that are light, kind of a light. So hair growth champions, things like that. So is that clear for everybody to try to just address some of that in the room? We’re not going to go through a lot of that. If that’s your number one issue, start there for sure. And we’ll cover that as like a priority one topic. But I just want to make sure that’s clear for everybody. Cool. Yeah. And for our time, members, as you’re identifying problems that maybe you’ve currently got in the structuring you over your campaigns, I want you to write them down and then I want you to bring them to the PPC work party. So go ahead and bring them along to the advanced PPC work party inside of Scaler-OS, because that’s where you can continue this conversation, continue this momentum that were picked up this week and continue to put the checks and balances in place, ensuring that you’re implementing correctly. So take the actions that Brendan is showing you here today and is going to be telling you to complete the action items and then use the work party to carry that momentum forward and continue to get that guidance through execution. So for all our time, members, work party twice a week inside of Scaler-OS. Yes. Exactly. There you go. And we’ll cover, we can cover some of the nuance in QA as well, but yeah, let’s move forward. So let’s get into multiple match types. So the issue, if you have broad and phrase, they don’t have the same intention, the search terms can be duplicated in these campaigns. That’s pretty much the main driver of issues within that setup to keep them matched. So the solution will be keep match type A that is performing, that is performing best in that campaign and turn off match type B, similar to the parent targets, right? Keep option A, turn off option B, and the dependency that’s really going to be on the performance data. So I’m going to get into a couple on the same account. There’s a couple pieces in here. So on the mixed piece, if you guys have mixed match types, I’ll zoom in here so you guys can see it. Under match type, you’ll see it shows mixed and this will be reflective when you click on the targeting icon here. So when you want to see the targets for the campaign, click on this icon and you’ll be able to see everything here. So if you want to isolate, again, it’s really just about looking at the performance data. And this, I’m going to give you guys a couple quick fire tips on this because this is not difficult. The majority of you guys don’t have things that are super complicated and if you do, we’ll cover those in a second. But this is fairly simple. One, there’s too many targets in this campaign either way, right? There’s there’s just way too many things happening in this. When you start to go through the actual targets and break down what’s being deployed here, you have shampoo conditioner, hair growth, hair shampoo, shampoo hair growth, right? There’s a lot of different intentions in this. And the conversion rate on each sort of reflects the issue. Now, we know based on what we just talked about, that all this data is going up to the placement level. You can’t really read it. If I wanted to make a bid change on any one of these things or change the placement capability, it would be impossible to do so. So the idea here is to get this down to one target. And then anything else that’s important, split it out and move that into its own target. So what I would do here in this specific thing is everything that’s zero zero. And I’m going to, I’m going to quick fire go through this, but we’re going to keep recapping this on every single targeting we go through moving forward, especially once we hit the target specifically. But I’m going to go through and go anything that’s zero zero, shut it off. Anything that has clicks no sales, shut it off. Anything that is basically converting less than my listing conversion rate or my PPC conversion rate rather, or that date range, I’m shutting it off, right? And then all you’re left with and I’m not going to do it on this account. I didn’t get permission to do it on this account, but I will do it on the other ones when we go through that. But once you turn all of these off, all you’re left with is the keywords or the match types in this case with data showing. So this one has 17 clicks and three sales, 14 clicks and one sale. I can likely because the conversion rate, the museum in, the conversion rate is lower than what I would like. I could probably just shut this off. And what I would do here is I want you to put this through a quick filter. This is where I say don’t freak out. What a lot of people do in this situation is they do this what if scenario, they do this FOMO scenario where it’s like, but I had two sales, but I had one sales. But you had one sale over the past 30 days. If it’s not going to move the needle, I mean you’d basically have to have almost 90 sales like to have at least three sales a day. Is that putting in perspective to you guys? Do you guys understand that? So being ruthless on these cuts is okay. In most cases, especially if you’re targeting a lot of stuff, most of the stuff that you’re targeting is going to run out of steam without you doing anything. So you just cut those because you want to organize and the goal is to get it to one. And I think the really key call out there that I just want to make sure people are really landing is that conversion element. So I want to really make sure that that’s clear. See how Brendan kind of said, hey, look, this thing’s had one order in, I don’t know what date range this is 30 days is it? And yes, it’s converting at seven percent on that keyword and PPC. You can see the overall conversion there at the top is higher at just shy of 17. So that keyword in that phrase much campaign, not only is it mixed, so you can’t really optimize bid and placement. It’s dragging down the conversion performance of that campaign, which is affecting the performance of the campaign in the algorithm and the auction of the algorithm in the bidding auction. So the conversion element, not only is affecting the whole listing, it’s also affecting your ability to win that auction and get the better placements and get the better cost per clicks, etc. Right. And don’t be afraid, guys. I mean, like this is also a time to audit the actual target itself. Like I said, I pointed out shampoo conditioner when it’s a men’s hair growth product. I mean, the stats kind of say it all. I’m sure with more time, if I would go back over 60 days, there’s probably not a lot of great clicks there either, but again, like I don’t have the reference for that now, but I’m just trying to get it down to one. And for me, if any of these really mattered, the data would tell me that it mattered. That’s why I want you guys to be really ruthless with this. I don’t want you guys to overthink this. Everybody overthink this. But what if one has three sales and one of what have four? Like it shut one off and started again. You are not going to lose your ass because you let go of three sales over 30 days. I promise you. So again, just be very ruthless. And I did cover a little bit more targeting than I did the match type. But again, it’s if you need to redeploy this keyword because there’s a lot of volume in here, go do that. But again, like get this down to one thing and just to draw home the point even clearer, because what you want to do here is now next time, if I was to keep hair shampoo, because it’s converting at 17% what I should see is that conversion rate here. So when I set my filters, now I can go version rate below X, you know, maybe eight costs above Y. And now everything that I need to see will be at a campaign level because I’m focused on the target. I’ve narrowed my focus. The data is on a campaign level. And now I can see everything at a glance. Rather than me having to see a good conversion rate, then go into the targeting, then start calling out the issues on a sub targeting level or a sub match type level. It complicates everything guys. Is this very clear? I know I’m like, we’re going to go through other examples as well, but I want to make sure it’s perfect for you guys. Brendan, let me, I need to make a few call outs because I see a lot of questions in the chat and y’all as questions are around maintenance. We are not talking about maintenance. We’re talking about campaign structure. We’re not telling you that if you see something with no clicks or with clicks and no sales, you need to turn it off. We’re telling you that this campaign, this campaign has multiple targets within it. This is a broad map or this is a broad and phrase match campaign targeting dozens and dozens of random keywords. Those dozens of keywords are going to show up for thousands and thousands of different search terms. Okay. What you’re seeing and the reason we are saying go in if it has no clicks and no sales turn it off. If it has clicks and no sales turn it off, that’s because you’re getting absolutely no value from it in the first place from a structural standpoint. You are getting partially what you’re getting is what we call impression suppression. Amazon simply will not give every single keyword, every single search term impressions. When you have too many in a campaign that for whatever reason, it just does not work that way. And partly because you’ll see this as well when you look at the actual keyword itself, they all have different bits, which means, and depending on how this is set up, whether it’s fixed bidding or down only or up and down, you may not get any clicks. So when you go in and you turn off these things that have no clicks or no sales, they aren’t, this isn’t hurting anything. In fact, it was never helping you in the first place. You just thought you were doing a good thing because you put all these keywords into a campaign that give you absolutely no benefit. If anything, these are costing you money for no reason. So if what Brendan said earlier, if you think or strongly believe that one of these keywords is a hyper relevant keyword and it should be deployed, you were totally okay to do that. But it needs to be in its own campaign where you can actually control the variables. The variables in this case are one ad target per campaign. If you’re running a broad match campaign for hair shampoo, that should be the only keyword in it. So you know that every single search term is going to include the word hair and the word shampoo. But it’s not also going to show up for things like conditioner or hair loss conditioner or hair treatment because that’s what we actually see in this campaign. You have every possible buying intention around hair loss in this campaign. It’s a mess. So the goal here is to eliminate what is already not working, which is where the zero clicks and no sales comes from or clicks with no sales. This is not a maintenance thing. We’re not saying go to your exact match campaigns and start turning things off because they don’t have any sales. That’s a different conversation for tomorrow. Okay. So I hope that’s clear. This is purely a structural conversation. And we’re showing you how to pull back on the things that are structured incorrectly. We’re not telling you how to maintain this campaign. You can’t maintain this campaign. Yeah, exactly. So and just to drive home this further, anybody, if you guys have phomo and I hate even saying it like this, but if you truly have phomo about this, cut it off. And if you think this keyword is relevant, go prove it by redoing your keyword research and putting it back on your list. And that’s kind of where I’ll leave it. Like if it truly is relevant, go do run it through the keyword research again, clarify it, qualify it, and then put it back into your campaigns and have your have your PVC manager, you or your agency go deploy it again. But do not have phomo on this stuff. Like Justin said, this is not serving you anyway. It’s not even propping up any of your sales, none of the momentum in this entire campaign structure. So so again, to draw on a little bit of a prototype here. Oh, I’m not on this one. And just what Brad is doing that, as Justin said, good call out there, man. This is this is just the structuring conversation. Tomorrow we’ll get into the maintenance and how to look for keywords to optimize and how to optimize bids, etc. Just to really zoom out, remember what Brendan opened with here, what the campaign structure should be. And I think it’d be good to restate that just verbally in a minute, Brendan, like, if this is what it shouldn’t be, what should it be, and just really kind of state that. But this is just showing you what a bad structure looks like and why it’s bad. And because as Justin mentioned there, the impression suppression, that was something we broke about 18 months ago in our 1.0 version of the PPC challenge. That was the main thing we came through with. And this is just really demonstrating that that mixed campaign structure doesn’t allow us to really do anything. Right. And one again, what we’re pro tip here on how to use the tools. But this column, this sales percentage and clicks percentage can help you for their fire decisions. Generally, like again, this whole campaign with all the sales and clicks it has only makes up less than 3% of your overall sales for the month. So again, don’t overthink it. Like if this is saying 50%, okay, maybe we can talk about it. Let’s talk about it on the work parties. Let’s talk about it in Q&A. Give me an example. What’s likely happening now, especially in this scenario where it’s a broad and phrase campaign is you’re running way too hot on your broad campaign or your phrase campaign. You’re not graduating things. You’re not putting thing in proper structure anyway. And this is what’s happening as a result of it. And so when you’re starting to cut down the tree a little bit and prune it, if you will, to get that distribution of advertising and better clarity, it’s not helping you or you may interrupt a lot of your momentum in the process. So I think we’ve driven that point home. I have a few more examples that I want to go through. So we’ll go back to the slides and kind of set these up and go through them because I want to make sure we cover product targeting and some other ad types as well. So no one’s confused. Yeah, and I think let’s just then bring it back to the principle and really restate the principle of what good is. Yeah, I have examples that I want to go through on like exact match, single keyword, all of that. So there’s plenty of examples that we’ll go through on that. I think we duplicated this just multiple times. Cool. So now we’re on like kind of the bread and butter of this conversation. This is where 80% of the issues lie. So it’s going after what actual keywords or ASNs are deployed in the campaign. I think without going through, I don’t want to slide show you guys to death on this. I’m just going to hop into the example and kind of give you a breakdown in real time just so we can just get straight to the point on this. So again, to find multi-targeting, use the filter, put it in multi. Obviously, get to your product first, select the data range, hit multi, get the campaign set up in front of you and you’re going to be attacking everything that says multi-targeting campaign. Many of you or majority of you probably have this problem more so than anything else. Any of the other two that we talked about. So I want to go through a couple examples. I have multiple examples here in defensive, in phrase stack campaigns, in single stack campaigns. And so I’ll go through each one and talk about the targeting piece of this. So we’re going to start with the single keyword exact match here. So when I drop down the targets, which is here on the tool, what you see here is again, multiple tensions. Real quick, just because there’s a lot of questions in the chat earlier, I want to be super clear. The only campaign type we’re talking about right now is a stacked exact match campaign. Okay, so do not take this concept and apply it to every other campaign that’s available. We’re only talking about sponsored products, exact match where you have multiple keywords in the same campaign. So just want to be super clear on that. That is this scenario that we’re looking at right here. Yeah, I mean, yeah, another way to say this, like most of this stuff qualifies as just it’s again, bad structure. We’re like, if you have multiple things stacked in one campaign, multiple intentions, regardless of if it’s coming from multiple parents being the intention, multiple match types being the intention, or multiple targets being the intention, the the actions are fairly are pretty much the same. They’re going to be cut the things that you don’t need quickly and then decide what you want to move out if it needs to be. And it again, you may have to make some targeting decisions on here, but it’ll make you reassess what you’re currently going after. The plan is pretty much the same, but yes, to frame it correctly. Yes, we’re just going through exact stack. Yeah, and there isn’t too many differences between how you’re going to take action though. I’m simply calling out because people ask like, do I do this for a sponsored display and a sponsored brand video? What about headline ads? Like we’re doing one thing at a time. Okay, yeah, we’ll get to those examples, guys. And let me know where you want to focus to go JD, keep a pulse on where people are wanting to take it, but I do have exact match, sponsored display, product targeting. I have a couple of examples that will really drive home the intentional piece of that. So keyword intention, ascent intention, how are we making that decision on what’s right? What’s wrong? So we’ll go through that. So I think the exact match one, we’ve kind of beat to death because we’ve been talking about keywords all week. We talk about keywords day one, we talked about keywords day two. And I think the keyword one is relatively straightforward. If you’re if your target’s not right, look at the data, cut the zero zeros, cut the waste of that spend, cut anything that’s not working, make sure that these intentions are aligned. If anything, especially if it’s an exact match because sometimes what people do, just like the travel towel, camping towel example, is they’ll start to put in nursing clipboard cheat and then they’ll also do with storage keywords or if we load some more here, they may have like their brand name in here or colors or different different intentions, essentially, or brand names. So like, make sure when you clean this up, you have the opportunity to restructure this to focus it on one thing. If it’s just clipboards, great, go after clipboards. If it’s clipboards with cheat sheets, great, use that as an intention. But the goal is to cut as much as you can and get it down to one thing. And you can use the data to inform where you want to drive. And let me go ahead and also sort by clicks real quick, just so you guys can get a clearer picture for this when we drop down the targeting. Sorry, difficult to zoom in, zoom out of the sketch, spare with me. Where’s my exit? There’s so my exact match campaign going into the targets and here we go. So now that I have this sorted by clicks, I can see which ones performing the best. Again, putting it through the same filter, zero clicks, zero sales, one click, zero sales, limiting it all the way down. I’m chopping this tree down until I get to one thing. Any of these that are outside of my conversion rate, any of these that I can make a quick decision on because the sales aren’t propping up, take the best one and move on. Like these two things are exactly the same. Pretty much. Like if you put this in a broad campaign or or you go after it, I mean, these are almost the same keyword. But put these in two different campaigns if they’re important enough. There’s enough volume going towards it. Great, move them out, put them in. But again, you’re only losing four sales over a month. You’re only losing eight sales over a month. You’re only losing six sales over a month. I want to keep driving at home for you guys because again, don’t don’t overthink this. This is very simple to start cutting and getting down to one. So moving on to product targeting, I do want to focus on this because I think this is where people get a little bit hung up on the intention piece. I think there’s a lot more questions on parent listings, asin listings, like what am I targeting? What do you mean by that? And when we talk about Asins and Intention, I want to be very clear on intentions being one parent listing for competitors or like let’s say one competitor is parent listing at a time. Now again, you can you can target multiple Asins under a parent if you want because it’s going to the same listing and the same intention. And I’ll show you an example of that. So in open to the sponsored display, this is a defensive campaign. It’s set up to run against the products in the catalog. Again, intention needs to be one product in your catalog at a time. So I’m going to go through, you can definitely make some data decisions here. There’s one with 84 clicks and one sale as the first result. I’m going to open up a couple of the listings. So when I open this listing up, you see it’s this pocket reference card for nurses. When when I go through other products in this campaign, I start like especially the ones with higher conversion rates here, like these two, these two products on this campaign are the same thing. So it’s kind of it’s funny that this example, I opened up the same one twice several that goes. These two are the same exact listing just different color variations. So I’m targeting one of my products, the black and the pink separately. Now, I’m okay with putting these two in one campaign because if I’m just targeting my one listing, I can stack those variations. And then when a customer’s given the advertisement, they’re just going to one place with all the variations on one listing. So if they wanted to click on, if they wanted a clipboard, they’re probably going to buy one of those products. I don’t mind if it’s running after multiple asins within that campaign under the same parent listed because it’s the same intention. Clipboard, the only difference is color, right? The flip side of that and what you see show up in the results is in this campaign, the the clipboard, so the two that I just showed you, the pink and the black, convert almost exactly the same funny enough. They’re the same intention and they convert the highest. And so when we look at the product that I opened first, this nurse flashcards piece, this is a completely different product and clearly doesn’t convert when we’re using it to target. Not to mention everything that we’ve been talking about with all of this data now being commingled at the campaign level. Now we don’t have the same issues that we have with sponsored products because this is a sponsored display ad. So we don’t have placement issues, we don’t have to worry about that. Amazon doesn’t even give us control over placement. So we don’t even have to worry about that being commingled. But when it comes to filtering out what’s working and what’s not based on intention, based on what I’m targeting. If I go in and set a conversion rate of 10% or below next week to do my maintenance, this may or may not show up depending on what the aggregate view of this. But there are clearly targets within this campaign that need work and need to be cut and need action. And so it makes it very difficult to diagnose that addoclamps. Is this clear with everybody? Does everybody understand the asin portion of this? Because the listing can get a little confusing. But I want to make sure intentionality on asin targeting. We’re clear on that because I know we’ve been talking about keywords a lot. Yeah, so can we show an example of what it should look like? So like whether it’s an exact match campaign or a broad campaign or even an asin targeting campaign. Like it should have one target. So what you guys are looking at is essentially your ad targets look like a search term report when it shouldn’t. A search term report is meant to show search terms. Your ad groups, whether you have one or many, you shouldn’t have many. But that first campaign should be a good one to use as an example. Yeah. And because I haven’t gone through this as heavily, I want to give you guys just a full like left to right tutorial of this. You guys understand exactly what you have access to this. This is why the structure is so important. And what we’ve done with the tools, we’ve made it easy to view things at a glance. And when you look at basically any other tool, especially Amazon campaign manager, which sucks, it doesn’t it doesn’t allow you to see things at a glance. You have to go to multiple tabs, open up multiple tabs on your browser to look at any one thing, get down to multiple reports, put it together to pivot table. So what we did here is when you get it into this structure, so you’re targeting one keyword, we show you the target on the campaign level. So if you’re targeting nursing clipboard, it’s going to show up under the target. With that, you now know what your intention is for this campaign. You can look at the placements by clicking this little plus minus sign. You can see the placements now. And now because it’s one target, you can see what your relationship is with the single target. On top of that, like we’ve talked about before, if you need to look at the search show report, so if this was a broad keyword or phrase keyword, you can go into the search show report, look at all of the things that are coming off the search show report, knowing that the intention is nursing clipboard. And then the targets again, we’re only going after one. So it’s only going to show one, but you can also now change the bid at the top level as well, which is the most powerful piece of this. Once you get things, especially single keyword campaigns into this top level campaign view, you can now come up here and change the bid, change the placements, change everything you need to change at a glance, rather than having to go into open up the aggregate view, then open up the placements view, then change the placement over here and then change the aggregate over there. And it also just helps you see all the data in one place because there’s not many tools that I’ve ever seen that allow you to see the references to each part of the campaign in one quick swoop. So we wanted to really ring that in and dial that in to the campaign level so that once you get the structure right, which is just good for data management in general, like we’ve been talking about, I hope everybody understands that. It’s not just so you can use Scaler-OS tools. It’s actually easier for you, but then now we organize it for you better. So that once you get into that structure, you can now look at everything and everything’s just one click away for visibility. Is that clear for everybody? Does that help with a mini tutorial on this? Yeah, I think so. Yes, I think I think what we’re trying to just frame here is what good looks like and then what bad looks like. So you kind of opened with bad and good is single target, right? Yes, exactly. And that’s why I wanted to drive home the usability of the campaign levels while just give you all the functionality that exists here because once you get into this view, everything else is basically one click away from being able to gain clarity on what’s happened. And that’s the power of the tools and the structure working together side by side. And the same thing for product targeting. So you can see in this product targeting campaign, I’m targeting one ascent. Again, now I know the relationship for that specific ascent. We’ll get into product targeting more tomorrow because I don’t want to go down that rabbit hole today, especially for SP campaigns. I’m sure there’s a few of you guys smiling out there because of that. But but essentially like once you want you start getting into this again, single keyword campaign, single keyword campaign, brand campaign, right? We’ve talked about that, like trying to stay focused and targeted with your intentions on this. Now this product specifically is a little bit more subjective too. And it doesn’t have a ton of keywords with a ton of volume. So we’ve we’ve targeted a lot there. That’s why there’s also a lot more of these discovery campaigns. We’re also working on trying to clean that up over time. And it’s not an overnight process. And most of these brands or most of these products cases, even in integrator, we are working on some brands just to make sure we don’t interrupt. But we’re going to be very brutal thorough on the stuff that doesn’t matter at all, right? And I want you to I want to make sure when you guys come out of today, this is not a sweeping change on everything that has volume. If you have volume running through and you need to ask questions and need to gain some clarity on how to transition that for sure, ask questions. This is more so for the majority of you. You you likely have low hanging through and you’re overthinking it. You think you you have fun all about the sales that you could potentially get. The next sale you might make over like the one sale over 30 days that you’re missing out on. Don’t worry about that kind of stuff. It’s fine. So my best advice is to move on and and try to get into the structure so that you can see the data cleanly so that when you do use the filters and again going back to what good looks like. Now if I just want to see everything in my exact match campaign, I can do exact match. I can do anything less than let’s say 11% conversion rate. Not safe filter or flat filter. And now this is everything that I need to action that has low conversion. And now all I have to do again, I don’t want to get into maintenance but it’s like this is the power. We’ll get into this tomorrow and I’ll show you step by step how to go through this for your brand campaigns and for everything else and like one quick swoop. So let’s just let’s just take a yeah, let’s just take a breath and pause there. So everyone give me some feedback here in the comments in the chat box who is looking at their campaign structures and realizing that they have a bad structure which means they have a mixed targets mixed campaign types all and multiple parent products all mixed up in the same campaigns. So Maggie saying yes me Daniel saying me what? Helen saying oh my god yes that’s me Vince saying mixed. Tell me saying yes lots of work to do. So I really just want to zoom out and come because we can get lost in the weeds with this stuff and get lost like we can get lost in the forest with this stuff. I really just want to zoom out and just restate the correct path here. So the correct path is to stick to single intention, single target keyword campaign structures and through that ability it gives you cleaner data more understanding of the performance and the ability to optimize for conversion which is the the leading principle that makes this high whole flywheel go round. And maybe we can open up tomorrow as well with some more examples of what good looks like so that you’ve got that context that were because I appreciate going straight into bad you can kind of lose that context of what what’s the good look like. But is everyone here tracking that type tracking in the chat box in the comments and just make sure that you understand this Mike saying glad I took your last PPC challenge. Yeah in the PPC 1.0 we break down kind of half of this really in some simplicity. So yeah we’re getting a lot of trackings there is there anyone else that’s confused by this. I really want to make sure you’re with us on this. So type confused in the comments or chat box if you’re not tracking this conversation. Just Brennan’s really want to make sure that people are understanding what good is. Okay cool yeah so carry saying tracking but need to practice it. But I haven’t seen one person yet that is confused. So I think we are good. Sweet. Yeah it’s a very tough topic to go through in stride without getting lost in the weeds. So if you guys have questions obviously save them for the Q&A we’re we’re available on the Facebook group and stuff like that too. So ask questions as needed. I want you guys to make sure you’re clear on how to do this and why to do this for sure. Okay cool so let’s keep rolling and where we up next. So I think we went through multiple targets. Is there I guess Justin do you want me to cover any other examples that we had sort of lined up if I go back to the multi and go through that. Is there any other specific examples you want me to touch on to help clarify I think the asian and keywords is really the biggest piece and I think it goes without saying the category in audience piece don’t mix categories in audience right don’t don’t have multiple audiences in one campaign don’t have multiple categories especially outside of your category in one campaign. So I’m not going to go through examples of those. Those are a little more obvious but keywords and asians I want to make sure you guys have it in a good designation for both of those and why you would set them up a certain way but Justin anything from your end. I think we might be good. I mean the main point here is all these all these examples were various different campaigns you have product targeting campaigns or sponsored display asian targeting campaigns you had stacked exact match campaigns you had stacked broad and phrase match campaigns and the key point in all this was the solution to all of them is the same the issues with all of them is the same. There is no clear data that you are able to read because things are stacked together. So the solution is to break them apart and you can do that pretty strategically simply by doing what Brennan showed you in the beginning. If it has no clicks and no sales it’s not doing anything anyways turn it off. If it does have clicks and still no sales you can turn it off because it didn’t do anything you’re not losing any sales by doing that you never had them to begin with. So like those are kind of like the first steps when it comes to like fixing this issue and as Brennan also called out if you need to if you know that keyword it needs to be deployed then you set it up in its own campaign where you can control it. So like in the example Brennan showed of the single keyword exact match campaign there’s absolute control there. When we make a bid adjustment we know that it’s only going to affect one keyword not 30. So that’s that’s kind of the main point here even though these are all different campaigns the solutions pretty darn similar from one to another and these are just the most common things that we typically see. And I think it’s good just to kind of bring it back to the frameworks the non-sejective semi-sejective and subjective blueprints that you guys got access to yesterday. As you’re looking through this remember I said print it off stick it on the wall in front of you have that cheat sheet. Look at what’s in front of you in your campaigns and then look at where you should be for the product type and stage the timing element and the product yeah the product type stage and phase so the timing elements and the product type and assess how far what’s the gap between where you are now and where you need to optimize to. So if you’re looking at your product type and going well I’ve got a non-sejective product and I’m currently in phase one because I’m back to initial traffic and my objective is rank then I should be focused on sponsor product exact match single keyword campaigns and that’s where I need to be then understand what’s the current structure and how can you start chopping down that tree as Brendan just referenced kind of cutting away those those zero click all the zeros and then the low sales and anything that needs pulling away to start moving towards that structure. But tomorrow is really geared around showing you more examples of maintenance actually going through a maintenance flow on on a product that has good structure. You already know why you can’t make great decisions on bad structure we obviously beat that to death and we needed to show you what good looked like and then tomorrow we’ll go through more examples of good maintenance and show you sort of just the easy step by step of how to set filters how to see things out of glance how to take action and then you can actually get into the bit adjustments knowing and having clarity on the data that you’re looking at using the tools and using the setup. So I think hopefully that’s going to be oh I want to say that’s the easier it’s all downhill from here right. So we’ll we’ll try to go through that tomorrow and make sure that you guys haven’t understood any of the step by step for maintenance. Okay cool sweet. Yeah one punch line that I didn’t uh guide home that me and Justin really wanted to make sure was clear was this here if your targeting looks like a search term report you’ve done it wrong. Basically like we gave you multiple examples of stack targets and things like that if you’re if you’re going into your targets and it looks like a search term report you need to change something absolutely like we’ve just talked about. Thank you. What’s that yeah these are the examples that I just went through so why don’t I just run the cheat sheet real quick that way they can context on where to go from here. Yeah we’ll see that. All right so everything that we just went through today was about structure okay and we’re not talking about maintenance we’re talking about things that are not set up to be maintained well or they’re not even able to be maintained okay so everything that Brandon went through is essentially detailed in this document so I’ve already uploaded it to the folder you have access to this and it’s going to address the three primary things that we talked about now this first one we’re not really going to cover much today it’s more just kind of like a bonus if you will but and the reason that is is if you actually go through the structure components that we talked about this becomes unnecessary you don’t even have to do anything here this will handle itself so one of the things I’m going to want you guys to do is look at your campaigns so everybody should have used their sheet here and you mark everything with the ad objective correctly and if you had anything that was unclear that is most likely going to be where you need to start when it comes to the campaign that you need to actually fix because it’s the only reason it should be marked and clear for the most part is that the structure is incorrect right because if it does fall within the scope of what we talked about over the past two days it will have a very clear ad objective if it’s unclear it’s likely a structural issue all right so what I want you guys to do is look at the campaigns that you have deployed all right and look for the ones that have multiple parents in one campaign this is kind of step one so at the very first start start of the conversation when Brandon started going through the examples the issues that we have here is if you have multiple parents in the same campaign you are not going to be able to use Amazon’s placement data you will not know because Amazon doesn’t give it to you where the placement is per parent you can’t see it you can see it on the total but you can’t see it per parent all right so if that’s the case the end result in this scenario if you have multiple parents of one campaign is to get your campaigns to a point where they have one parent per campaign okay so pretty straightforward in that regard so there’s a section down here what’s cut what to keep so this was part of the slides before we even went through the example it’s the same exact thing whatever parent is performing the best leave it alone turn the other one off create a new campaign for it assuming that that parent should even have that campaign running in the first place based on the structure that we went through yesterday and then you need to go back to the campaign you left running and make sure there’s no either keywords or search terms or whatever depending on the campaign type that are addressing parent B right if you remove parent B anything referencing parent B you shouldn’t be in campaign for parent A so hopefully that is super clear this is kind of step one so if you have multiple parents this is kind of your first action step if you don’t then you could ignore this entirely good job the next part which is going to be the case for the vast majority of you is multi-targeting campaigns okay so as we talked about this is any scenario where you have multiple keywords in the same campaign you have multiple ad groups with multiple keywords or you have multiple match types within the same campaign so the typical scenarios or the typical campaigns if you will are these are the ones that we actually went through live on this call all right your auto campaigns where you have multiple match types whether it be close and lose or all four doesn’t really matter if you have multiple they can’t stay that way you can’t optimize the campaign there’s too many different intentions happening at the same time we talked about exact match campaigns with stack keywords again the end result needs to be one keyword per campaign and so on with each of these okay that actual action items don’t really change and that was kind of the key point going through those examples we’re essentially doing the same thing over and over and over regardless of which of these scenarios that you have okay if it’s an auto campaign we still have to get the one match type in that campaign if it’s an exact match one keyword it’s a broad match one keyword if it’s an asin you can have up to five but that’s the only exception in this in this scenario here product targeting same thing we need to do one thing at a time and this is a different conversation we’ll have for tomorrow friend unless you want to cover it today no i’ll cover product targeting tomorrow there’s a lot of stuff at a placement level that we want to go over the search report how it works and maybe what you guys think it’s doing what it’s not doing yes perfect all right so when you’re doing this and you’re going through your own campaigns you kind of have two options here you can take the action now because again what we just covered if you have one click and no sales or no clicks and no sales these search terms or keywords are doing absolutely nothing for you if you turn them off you won’t even notice okay so that’s kind of step one when we’re going through the process of how do we get these to a single target the first step is eliminate all the easy stuff the stuff that we know doesn’t provide any value whatsoever so one click no sale no clicks no sales for the things that do have one click and at least one sale anything where the conversion rate is below your listing conversion rate you can cut it all right especially if it’s less than 5% of your total ad sales sales change that’s 5% all right so the reason that is again if it’s such a small percentage and you need to start removing keyword targets from a campaign because you have 30 things in there this is where you start if you do have a keyword in there that let’s say it’s got a hundred clicks and 200 sales you’re not going to cut that one most likely that’s probably going to be the one you leave on and everything else will get moved out okay so especially if it’s a very low volume keyword even if you had a sale it has to come out it has to be in its own campaign all right because again multiple targets meet you can’t use placement data which meet you can’t optimize for conversion rate that’s the entire conversation for tomorrow all right so do do do do all right cover that so in the event that you do have a campaign or a keyword where the sale percentage is greater than 20% the criteria technically doesn’t change but you’re not going to cut everything at once the one thing I do not want you guys to do is to go in and shut off half of your ads that is not what we’re telling you to do okay we’re telling you to cut off the things that will have minimal impact that’s step one after that you can start going through and figuring out okay what’s gonna have a bigger impact what do I need to cut off and then immediately add back in because it’s too much of a change in terms of my ad spend and ad sales all right so when you have to ask yourself that question that essentially comes down to the same thing we’ve been talking about for the past two days if you have to turn off a keyword and I’ll stack exact match campaign let’s say you got 10 keywords in here and they’re all high volume and you need to move them out well if they’re all hyper relevant and you know you have to rank for them and you know you need those keywords turn them off and then restart them because they do fit this criteria all right ranking campaigns apply to every product regardless of product type all right so if that’s the case you will restart those keywords the last bit here this is just a few best practices because you guys keep asking about bids and bid adjustments and budgets and things like that because of the way the campaigns are structured now if you were turning things off and then having to restart them you have to start somewhere and unfortunately you have very limited data to support what you should do your campaign structure that you used to have can’t tell you what your bid adjustment should be because no matter what you had your bid adjustment at previously it was mixed with other ad targets so you can’t even rely on that if you wanted to put it as the same as you did have it in the other campaign then yes do that so let’s assume as an example in your old campaign and you’re taking a keyword out of that campaign and you’re starting a new one with just that keyword and the cost for clicking the old campaign was 97 cents well and the new campaign just make it 97 cents you don’t need to change anything all right for the bid adjustment if it was all zeros then do the same thing in the new campaign so whatever was in the old campaign in terms of bid and bid adjustment just make that exactly the same for that keyword in the new campaign the key thing I want you to understand though it does not flipping matter what you start with you will change it the chances of you starting a campaign never having to change the bid or the bid adjustment are like you have a better chance to be striking by lightning you were going to change a bit you are going to change a bit adjustment so just start it somewhere you do not there’s no science behind this okay when it comes to the budget itself I’ll be real honest just put it on 20 dollars there’s no special formula it’s those are so overly complicated it’s not even worth doing the only thing I really want you to make sure is that you get 10 clicks okay so if your bid’s 97 cents with a 20 dollar budget you can definitely get 10 clicks all right now if your bid ends up being five dollars then 20 dollars isn’t going to cut it hopefully you’re not in that scenario that’s an edge case though for some people and again when it comes to maintenance that is not the point of this conversation today that’s everything that we’re going to talk about tomorrow all right so once you get new data in that new campaign we’re going to maintain that the entire reason we did this whole thing today and talked about how to transition a campaign from having multiple targets to just one is so that maintenance can be possible like when you saw in the account where you have it where you have multiple targets multiple match types multiple pair nasons there is no optimizing that campaign it cannot be done the only thing you can optimize it for is a cost and the only way to do that is to lower the bid that is not campaign maintenance and actually I like mine that is campaign maintenance but we shouldn’t be managing our campaigns we should be managing our ad targets which I guess is probably the best way to frame this whole conversation we need to get our campaigns structured so that we can manage the actual advertising target not just the campaign as a whole all right so if we’re going to do that one ad target per campaign so this is going to be essentially one of your action items or it’s the only action item I suppose if you have campaigns where you need to restructure follow this cheat sheet it will walk you through it all right as Brendan called that earlier there’s not a lot you really have to do when it comes to make the decision where to go all right it’s it’s pretty straightforward if you’re not getting any performance turn it off if you need to restart it make a note and restart it at a later date or in the same day so to that end I know this can be overwhelming and I know there can be a lot of actions that need to be taken and you simply don’t have enough time to take them all at once so what I would prefer you do if you cannot action everything tonight or today whatever time it is for you then the other option is to just go to the action plan tab for that campaign and then detail out what you’re going to do so remove any non performing keyword targets and then restart any hyper relevant whoops hyper relevant keyword targets yeah this goes for everything guys like this is like so if you have product or multiple parent asins if you have multiple match types if you have multiple targets if there’s something in these to change with your structure note down what that change is or if you can’t quite see what the problem I be like the parent issue that we talked about especially within the tools noted down as a checkpoint to say hey like let me have my agency or my PPC manager or myself go in and check these things to make sure it’s running optimally or it’s not too bombarded with that structure and I think Justin our JV wanted to say something as well go ahead back yeah yeah like I wanted to just call out just because I’ve been dealing with this exact scenario we acquired a brand back in December and I’m still in the middle of transitioning and that’s what four months ago because what happened was in the beginning I had done the never keyword list and then I knocked out all my offers and anything that was like really really dragging down the conversion rate but there were situations where I have a stat campaign it’s getting 80 or 90 clicks and it’s converting like 45% of the time so if you have a scenario like that like I like what I chose to do was just keep that there just because it was an incredible conversion rate and you know I’m not going to worry about it right now maybe later I’ll worry about it down the line but as of right now I’m just not I’m just not going to worry about those those big ones that are probably you know they take a lot of you know brain power just to consider what what to do or what not to do so there I feel like there are going to be people in here who have like you know a handful of keywords still in the campaign still driving enough revenue that it’s like maybe hold off see how your changes made what what they made on the account and then you then you can kind of draw clearer lines on some of those ambiguous decisions I agree and then in action items what I’d like to see when you come back into the Facebook group is a screenshot of that action items tab so go ahead and take a screenshot of that action items tab and then I want you to place that in the Facebook group and if there’s one that you’re unsure of with the screenshot explain what’s happening explain what the current situation is and we’ll all jump into the Facebook group and do our best in there in that Facebook group on that post to based on your description of the what’s going on in the structure to give you our perspective on where you take that yeah so pretty much everything I just walked through what we want to do is look at the campaigns you have especially if they have an unclear ad objective if they’re unclear it’s typically a structure issue if it does have an ad objective you can still look at those or you still need to look at those but you can definitely start with what is marked as unclear identify if it’s a target issue a match type issue if you have too many products too many parent products advertising the same campaign and the general idea is to start doing that transition process take the steps that were in the cheat sheet one click no sales no click no sales that’s an easy place to start they won’t have any negative impact on the campaign itself one thing to keep in mind is I do not want you guys affecting more than 20% of your total ad sales okay so if you have let’s say 10 campaigns that you need to transition or move to a better structure and those 10 campaigns make up 80% of your ad sales you’re not going to do all of those 10 campaigns at once do a chunk of them no more than 20% at a time and the reason is we don’t want you to just like blow up your entire campaigns for the sake of structure that you have positive momentum and things are working to some degree that’s fine you just need to move them into a structure that allows you to scale further and optimize the campaign based on the placement data we need to optimize for conversion right so once you’ve done that you can document the changes that you need to make in the action plan for each of those campaigns okay so the first thing and I do this myself like I like to document what I’m going to do before I do it that way I know that I’m not crazy right right it all down I need to do xyz does this make sense reread through it yes this will make sense this will get me to this point that I know be correct okay so document what you need to do again you’re going to do that on this tab here where it’s his action items and then if you have time and you’re able to action up to 20% of your ad sales so if there are clearly areas in your campaigns where you need to take action go ahead and make the change if you need to deploy a campaign off the back of that again make sure it’s documented in your action plan notes so that you remember to do that again this is the same stuff that I do in my own business it’s very straightforward document what needs to change make the changes make sure everything looks good after the changes are made and then finally as Dan said you can there’s kind of two options I suppose you can post a screenshot of what actions need to take here or if you actually take the action on something tell us what you did and why if you can explain very clearly what you did and why you did it I will know that you absolutely understand this process and why we’re moving to the structure that we’re in so the goal for today was definitely about making sure that your campaigns are set up to where they can be optimized for conversion rate by placement in a very simple one two three process so and guys and guys remember what I said the more you absorbed this stuff the more you understand it the more you understand it the more you can apply it the more you can apply it the more that you can implement and the results show up so coming at this kind of start to front that cheat sheet is where you’re going to start that cheat sheet is how you’re going to determine what are the current problems with your campaign structures and then using that cheat sheet you’re going to analyze the structures you’re going to analyze the campaigns and you’re going to write down the actions in the actions tab you’re then going to review that and start implementing those actions using the cheat sheet and what Brendan took you through there was a series of examples of bad campaign structures there was multiple parent products there was multiple match types there was multiple targets there was multiple targets in the form of keywords and products and then walked you through how to cut backwards and how to start removing remember sophistication is what not what I can add to something it’s what I can take away so Brendan started taking away from those campaigns and moving back towards what good looks like which is a single target single intention structure which is where your blueprint really comes in and gives you that clarity and Brendan one question I just want to clean up so I know there’s I saw a lot of confusion on it I know we’re going to get into the maintenance conversation tomorrow which will revisit structure as part of that conversation but just an explicit statement what is the date range that you’re looking at when you’re looking at structure and chopping down the wood 30 days 30 days gives you the most intentional like current but it also gives you history and gives you enough data to work with in most situations if it matters it’ll show up on a 30 day report that’s kind of the punchline yeah sweet so guys 30 days when executing this so as you’re working through this just remember the end goal remember what good looks like and take yourself through that and with that as well what I want you to also do is again remember why you’re in this business so I want to go ahead and spend a few minutes here kind of sharing you what the continuation of this looks like and how in Scaler-OS not only do our leaders and our experts like JB and Brendan and our mentors and all of our experts that come through help you in the implementation of this it’s also that here to peer and what I really enjoyed watching for last hour and a half in the chat box was all of the answers coming out of our amazing course portal I think when we talk about proximity as Pam we’ll get into that here in a second but just seeing the knowledge sharing and the support and the willingness to help and seeing the adoption of the Scaler-OS operating system which everyone is responsible for for contributing towards and building you can really see that coming through in the chat box right I legit have goosebumps it’s crazy to watch just how much resources love experience they’re just willing to give in it’s yeah it’s just yeah as you’re going through all of this this is why you need to remember why you’re in the business because now we’re getting into the actual work we’re getting into the hard work and as you really review and you step away from kind of just this conversation of PPC and understand the entire plan for your business it’s your job to determine what is material now materiality refers to the significance of an action event or information influencing the decision making process and what this structuring conversation specifically in PPC has allowed us to do is get to data that tells us where the materiality is and what actions need to take and as we do this in PPC you also have to think about how this applies to the entire business and really set your intention towards what’s material what actions do you need to take in your business to drive growth to hit your goal and the whole reason why you’re in this business I think I think it’s often quite easy for us as entrepreneurs and sellers to kind of forget why we started forget why we’re in this business maybe even kind of lose sight of what the end goal is maybe get a bit disheartened a bit burnt out or the challenges that kind of get thrown at us and it really is down to us as the entrepreneur and the leader and the CEO of our business to to to set that intention right and I know that’s kind of a big part of the conversation you have yeah I mean it’s honestly what makes or breaks like if you see any seller that’s gotten to any significant level of business it’s because of that intention it’s because of the fact that they just keep their their persistence they’re insucient they never give up they just keep keep keep going when others might fail and that really makes or breaks the difference between the guys that succeed in the guys that don’t yeah exactly so I wanted to take you through a concept and a way of thinking about this as you’re going through the the the steps and kind of thinking about the next step within your journey here on Amazon and how you’re being intentional towards achieving that goal the whole reason you’re in this business whatever that is for you many of you talk about freedom I totally relate with that it’s one of my biggest drivers and also presenting that for my kids and kind of showing them what’s able what’s possible in life but you have to really understand the opportunity cost associated with the opposite of implementation the opposite of taking action which is delayed implementation so if you’ve got a chart here and on the left we’ve got success and across the bottom we have speed of implementation there is generally a correlation between speed of implementation and success and the reason is it’s the compound effects of momentum and the action or the key difference between those two lines there and the end result being the bigger success in the light green is the trajectory that you set yourself off on immediately following this and the actions that you take you could sit here and maybe kind of look at all this and maybe go do you know what I’m just going to continue to advocate this I’m going to continue to be ignorant and not have extreme ownership over my business and I’m just going to hope it all works out or you could be really intentional about the goal that you’ve set for yourself in running this business you could get your pull your sleeves up and you could take immediate action and start implementing immediately and the trajectory at which you set yourself on over the next 90 days six months one year two years whatever that kind of horizon for an exit or whatever your goal is looks like is really determined by what you wake up and do every day but the challenge with that is implementation is hard right I know from my leaders here on the call week in week out on the huddles having the framework and having the information and using the collective brain power of everyone here in the network not just our leaders and mentors and experts but over 700 high level Amazon sellers that are elevated high achievers all contributing back into the tight and operating system having the system is only get you so far it’s the implementation that is the hard part and I don’t know if our leaders have got any kind of examples of this in the conversations that I had week in week out when it comes to actually clicking the buttons and for those of you kind of here listening drop in the chat box and drop in the comments and you guys kind of are you clicking with this like you you hear this information you look at it and you go wow this is so clear but then when you come to implement it you might get that kind of analysis paralysis or might you might kind of overthink here or question it or freeze up kind of let me know in the chat box in the comments if if that’s kind of resonating and leaders and the thing is that that’s something we see kind of continuously right I see Andrew ready to to pounce on this one go ahead Andrew in and we said and they’re all like hey go ahead and Alicia I was just going to say that in the last few months in my group I had two new members both who had been multi multi-million dollar sellers who struggled with some of the changes that had happened they came into tighten they implemented the heck out of everything and are now in Andrew’s group after just really only a few weeks so it really shows that power of implementation yeah for sure and Andrew what’s what are you seeing in terms of like that that kind of gap of implementation yeah I think it’s just default to do you got to take action and you got the people who kind of sit and there’s so I think you need 20% learning 10 20% or time should be spent learning right so it’s spending time here at this at that trainings like this but 80% needs to be doing doing things making making action taking stuff taking me learn and going and doing it the doers of the ones who succeed yeah for sure but then it’s in that implementation and in that execution that it starts to get hard right because it’s and it takes time to figure out as well like you go at this alone and figuring out all of this in an environment that’s constantly changing you can spend and waste most your brain power energy and available time to work on the business just trying to figure out what you meant to be doing instead of actually doing and the whole goal here is to is to remove the time taken to figure it out and just spend all of your time doing as Andrew just said there the high achievers are the ones that put the majority of their time towards actually executing and implementing and if we can work together to figure out what works so that we don’t have to individually spend the brain power and waste the time thinking and we can focus all that time on doing we’re going to really set that trajectory up much faster for success now in my journey what I’ve realized is success lives in the last 10% of implementation the annoying thing is and the hard thing is that you have to complete 90% of it to get to that 10% it’s not like you can just skip to the thing that works you have to set the like we’re talking about this week we’ve spent three days setting the foundation of keyword research then we’ve had to go through timing and product type and maturity today we’ve gone through structuring just so that we can get to tomorrow which is the 10% and Friday day five the 10% of the maintenance of your of your campaigns the maintenance of your targets has just been put very well and how to launch effectively but we had to really complete 90% of that work first to be able to get to that last 10% and then it comes down to how you implement that that really determines the success and that’s your trajectory that you’re working towards now this week and in this challenge you’ve been given the keys the blueprints to exactly how to tailor PPC and make it effective and drive profitable growth on the platform with a profit first approach to PPC tailored to your specific product type and given the map based on stage and phase so that you know exactly where to meet the product and the market where it’s currently at in its life cycle and in what timeline you should be looking to deploy the various options the various campaigns and ad objectives that Amazon give us and these will certainly set you up for success in further execution but as my Titans here on the call will know continuing this conversation is what continues to build that momentum does everyone here type in momentum if you agree that the more you spend time on something the deeper you go the more you absorb it the more momentum that you build and the more momentum that you build in a given direction the more success you generate it’s kind of like the difference of trying to get fit and going to the gym once a month for six hours versus hitting that peloton for 20 minutes a day which one setting you up for more success it’s the consistency in the momentum right and inside of the Scaler-OS Network just on PPC alone we have two work parties a week now I know we’ve got JBL there are no robots on today but we’ve got JBL so done head in the in the chat box there we’ve got the PPC basics work parties it’s really going through all of the foundations and then we have the advanced work party which is kind of this level and above talking through effectively everything that you’re discovering this week week in week out and JB talked to me about what kind of goes on in this work party with the hot seats and the kind of drilling very specific scenarios like Brendan just showed and kind of explain what goes on there and for my non-tight members visualizing this this is not a webinar this is a zoom meeting our work parties a zoom meeting so it’s two-way it’s very conversational but yeah JB give us give us examples of what goes on in the work party yeah so the basics work party is pretty much you know the three of us come up with the topic we put together content on that topic and the back half of the call is a question and answer the advanced work party we actually drill into scenarios like people are are having difficulty maintaining profit we’re even getting the profitability we help deep dive and help problem solve some of that we also have all the basics work parties on replay and we’ve been naming we’ve named them based on the content so really if you went back to day one you we technically have a full PPC training on how to do all this and more it’s pretty exciting no for sure and so for for my non-tight is listening in do you see how continuing this conversation past the end of this week the group and the tools are going to be shut down next week but you see how continuing past this builds that momentum into the future and allows you to change the trajectory and the course and the speed of implementation that you’re currently taking type implementation if that is if that’s landing for you and you kind of understand and agree with that statement type in yeah so I’m getting lots of implementations there in the chat box and only that Brendan highlighting just 10% of what Scaler-OS tools capability is here in your ability to maintain and execute these campaigns and tomorrow you’re going to be discovering a lot more on this topic including our bulk uploader tool which you’ll get on day five for our VIPs on deploying hundreds of campaigns very very quickly and in the click of a button with the correct structure the correct naming convention the correct target single target single intention to really set the foundation for success in the business and it’s really the next 90 days the next 90 days that are going to determine the success of the next 12 months for your business because it’s how quickly you can affect change and how material coming back to that word material that those actions are that is going to change the trajectory of where you’re currently on the current path you’re on is only going to change with significant massive action Tony Robbins also always talks about taking massive determined action towards a goal you have to take massive determined action with a clear plan to affect change in any given direction and and and focus on what is material towards achieving that goal but the challenge is there is only so much that we can cover in a challenge like this this week this conversation is an expansive conversation and Amazon is constantly changing who here feels a bit like this dude when it comes to running and growing your Amazon business and trying to generate profit at the end of the day trying to be a good partner husband wife trying to be a good parent mom trying to get the family time in trying to get the downtime in trying to travel keep fear healthy and keep this business that we call Amazon profitable and running yes it could and it’s only it’s only getting worse there is more and more complexity there is more and more competition and the speed at which everything is changing and evolving and sophisticated is faster than ever before this whole company sorry damn people saying tears are you looking at my house yes this is a lot to juggle and even from even for my for my bigger maybe highlight multiple multiple eight seven figures and eight figure sellers here listening with big teams in place this is what it feels like to manage a team without a clear plan this is what it’s like to attempt to bring a group of humans together execute them all in the same direction to achieve a profitable outcome that achieves your goals and theirs and keeps everyone happy and aligns them and without a strict a clear operating system a clear strategic plan it is near impossible and everyone kind of questions why they started in the first place and we’ve been there and we know that feels like and remember this is this is just one component of the system for profit you’ve got to get all of these things right for this business to generate the growth and profit that you desire to drive results and it’s constantly changing as a way of by way of example as a heads up if you haven’t heard about this the way that indexing and search on Amazon works is about to fundamentally change with the introduction of AI and where Amazon’s gone with AWS and their AI capabilities the entire way that Amazon presents results to customers based on what we know to be search in index is about to change so not only do we need to continually figure out the PPC game we need to be continually managing and differentiating product we need to be constantly dialing in our keywords and driving conversion now we’ve got to learn and understand an entirely updated and new algorithm that Amazon is rolling out and there’s a there’s a white paper that’s been released this week or this last week called Cosmo on this and this is an official Amazon white paper the new system the new algorithm is going to update it’s called Cosmo and the entire way we consider keyword indexing and have done for last five or six years is about to fundamentally shift I just saw I just saw Andrew say in the address embrace yourself indexing winter is coming yes for my for my game of throwing nerds out there I love game of throwing so yeah so this the system and the platform is constantly evolving and to attempt to keep up with this stuff as a single seller individually relying on Facebook groups and YouTube and podcasts bit of whispers and snippets of information here and then when you come to implement anything it doesn’t really make sense and you can’t reach out to the person that can you heard the whisper from it’s it’s getting to a point where strengthen numbers and together with stronger could never be more true and what we believe and know to be true here in Scaler-OS is that together we are stronger and effectively Scaler-OS is your evolution army as the platform evolves as the strategy evolves as the business evolves you know that you’ve got your fellow Titans behind you and you’ve got this army of light-minded high-achieving Amazon sellers who are all following a similar framework in the Scaler-OS operating system nor contributing to that framework so that you don’t have to waste 80% of your time resource and energy trying to figure out what works and you can spend 80% of your time resource and energy implementing what works which then fundamentally changes the trajectory Scaler-OS is who you go into battle with and Scaler-OS is who you win with for my Titans who feel this give me a big fat capital Scaler-OS in the chat box and in the comments if you feel this and you resonate with this and you know this to be true there you go that’s coming through thick and fast so the way that we do this is we facilitate Scaler-OS in a real-time community we actually just launched a brand new community platform there’s a few bugs we’re working through in it but it’s completely native iOS and Android coming soon and built specifically after five years of learning how to help sellers get the most out the Scaler-OS operating system this is not a Facebook group this is not a one-size-fits-all throw away kind of just throw one in a Facebook group and call it a community this is a tailored platform that meets you where you’re at and with that as you discovered yesterday we know that one size doesn’t fit all so you’re grouped by sellers at the same point in the journey and then led and mentored by sellers ahead of you in the journey whilst maintaining the full community of Scaler-OS within the Scaler-OS spirit and the Scaler-OS culture with this openness to helping and sharing one under and helping each other succeed so you’ve got Scaler-OS growth Scaler-OS scale and Scaler-OS elite and for my bigger sellers in Scaler-OS Elite this is where that 20% of innovation comes in this is where that peer-to-peer masterminding comes in and rather than going to an event once or twice a year and sure you’re in a room with some high-level sellers but none of them are really sharing much they’re not going to tell you what the products are they’re not really going to open up because you don’t have that trust or that relationship in place to build that real kind of support network that we have in Scaler-OS that’s 10% you can get there and you might pick up a bit of nice stage information but it’s not the same as building that real network and relationships we then facilitate through the weekly live masterminds so we call these huddles these are group specific and generally take place on a Wednesday except group group one that have a different schedule but these generally take place on a Wednesday and this is where you’re meeting and not only being led by a leader who’s taking you through kind of brand new content or something that’s come through in the network or something that we figured out in Scaler-OS integrator but you’re also sharing and helping solve problems in real time so rather than getting stuck on something for a couple of weeks and having that analysis paralysis and slowing down that speed of implementation which is an opportunity cost because you’re costing yourself momentum rather slowing down you’ve got that real time network of sellers who are in the same journey have solved the problems that you’re facing and can help you knock down those walls faster than anywhere else and then access to experts on a daily basis inside the network for everything from launching to PPC as I’ve talked about external marketing building own lists and how to leverage them we have Scott Deets who’s led over half a billion dollars of transactions in this space he’s in the network week in week out with the Scaler-OS X corporate development work party solving major things for big sellers like cash flow challenges negotiating partners in and out of businesses bringing on capital how to think about payment terms how to improve payment terms thinking about your exit horizon and how to start gearing and building your enterprise value now towards an exit in the future what the right exit option is for you all of this is taking place on a daily basis inside of the network we have Keon Golzari arguably the leading authority on product development in the space delivering that work party every week and Athena I want you to go ahead and just define what a work party is yeah because everyone throws around that turn like it’s just like a normal turn because obviously we coined it but the theory of this is back in the day in Los Angeles when I first started with Amazon I would meet these incredible people all over the world and if they were ever in town we would set up like at a we work or a coffee shop or even at my home we would just have our laptops open and let’s say Keon was in there and he’d be like jamming with us you know or having one of these amazing people and basically we would work and I would call it a party so it’s a work party but what’s awesome is we’ve taken that concept and we brought it virtual and so now people can get direct access to these these are guys that like you don’t get access I mean Scott Deeds if you connect with them you’re usually working with his team like you don’t actually get direct contact with Scott normally and he’s in our network every single week same with Keon same with all of these guys yeah and it’s I mean this is just a snapshot this isn’t all of them we have a giftables work party we have a consumables work party we have a Shopify work party we have a TikTok shop work party we’ve got work party for days we’ve got multiple work parties happening per day on every topic you can possibly conceive and then as well as having access to the experts you’ve also got all of the fellow course portal solving the same problems on the same topic diving deep and opening up campaigns and stuff like that so yeah the work parts are a real powerful component we’re then bringing through live master classes on every topic from things we’re having breakthroughs on like our product development strategy or how we’ve been able to scale up to developing 500 parrot products at one time through to breakthroughs in PPC through to external guests coming in like our partners over Ampt who have seriously cracked something with external attribution we get it first in Scaler-OS and all that goes through into the full masterclass library that we now have five years of masterclass content it’s kind of like Netflix for Amazon sellers your board and you want to learn something you go in this library and you pick up something and then as you demonstrated and have access to you have access to Scaler-OS tools Scaler-OS tools is hands down becoming the most effective strategically led technology platform for growth on Amazon for a third party Amazon brand owner who has a goal of driving profitable growth through precision execution we continue to invest we continue to build this and as you can see it’s the strategy that leads the development that whole PPC maintenance tool that Brendan just kind of started to show you and you’re going to learn about more on day four tomorrow and you’re going to be executing more that is all being built from the strategy of the Scaler-OS operating system not the other way around there’s plenty of really good off the shelf softwares in this space but what largely what they are is software engineers publishing lists of data they’re not delivering the strategy of how to turn that data into action and that’s what Scaler-OS that’s what the Scaler-OS tools suite has been built to do is it drives efficiency and scale in the Scaler-OS operating system that is the strategy that you’re implementing for profitable growth who here opens up one of the common tools in the space looks at the keywords looks at the data and goes well that’s nice but what do I do with it give me a give me a data in the chat box if that’s something that you kind of find yourself doing just kind of staring at numbers staring at lists of keywords and really not knowing what to do with that data yeah that’s the problem with many or nearly all of the tools in the space and there’s the reason why we decided to invest in Scaler-OS tools is Scaler-OS tools are built by sellers for sellers and they’re strategically led they’re not engineer led the challenges with the public stuff is they’re great tools they’re great softwares and they’re really well built by software engineers but then sellers are trying to design strategies to their capability it should be the other way around the tool should be designed to the strategy of deploying yeah whenever I hear the guys jamming and they say wouldn’t it be so cool if we’re not at school that does I’m like freezing myself and all of a sudden we’ve got a whole new tool yeah the matter of times I text Brendan go that’s the tool that’s the tool that’s the tool even even the spreadsheets that Justin’s put together to help with the challenge this week from our course portal we actually have ways of doing that coming through of sexting the campaign objective etc all that’s coming into the tools so you’re just kind of getting a review of of what’s happening and coming through into the tool set and it generally starts in a spreadsheet and then gets turned into into a really effective tool and then to back it all we have a full SOP library now this is something we continuously strive to update and there’s a big overhaul happening at the moment but we drive through SOPs so that you can start to delegate this into your team inside of the Scaler-OS operating system we have the Scaler-OS team building and systems framework that then the SOPs marry up to and we’re about to release a full Scaler-OS Academy for you to be able to train your team members as well for my my bigger sellers who have larger teams so that you can start certifying your staff in the Scaler-OS operating system and then have the support through the SOPs and subusers in the tools and the network into certain access levels to be able to fully delegate this into your business but delegate it through leadership not abdicate it through ignorance so in backing all that up we then round it all out with our in-person masterminds type cancune for my course portal that were in cancune with us a couple of weeks ago where we spent four days going deep into some of the stuff that we’ve covered this week but the difference being is those conversations that are happening in real time there is a depth of conversation that you get to with a trust and vulnerability that happens in person as part of a community that you’re plugged into 24-7 that only happens in person there is stuff that you can do in person that you physically cannot achieve virtually and that is what our in-person masterminds are and the amount of mind blowing needle moving kind of progress that comes out of these masterminds even myself after me and Athena running these for how many years now we’ve run like 30 something of these just for Scaler-OS alone without China magic I’m still I still come back with a whole note full of ideas and things on my phone and I can categorically align my success on Amazon to attending masterminds with trusted circles I’m not to conferences are gray inspirational kind of stage talk is great they give you direction but there’s nothing like an in-person mastermind with a circle of close trusted like-minded high achievers that are all working towards the same goal so we bring all we bring all this together Athena in in this whole kind of ecosystem this platform that we call Scaler-OS networks you’ve got the masterclasses the hurdles the workpies success coaches the tools the events the operating system and the dedicated accountability program and it’s the combination of all these things that come together to form what is your platform for scale now Athena I know you have thoughts around this there are beginner courses Facebook groups as events are one of speakers yeah there’s there’s definitely these beginner courses that really miss the depth of what you need to know you know and then you’ve got these Facebook groups and events that have like a one-off speaker but the problem is that these guys they never really give you the deep stuff you know what I mean like I remember one of my first masterminds I went to there was a guy who’s doing 50 million in the room and we were all so excited you know with notebooks like ready to hear the good stuff and he literally gave us nothing you know what I mean so it doesn’t matter if they’re doing crazy numbers what really matters is the depth of information that you get and how applicable it is for your actual business yeah for sure and then you’ve got podcasts and YouTube and you’ve got these events with one-off speakers which again give you the direction but it’s not really implementation it’s just directional strategy or just just directional tactics and it in today’s world coming back to the the concepts of precision execution you really have to execute precisely every component of this in a cohesive system to generate the result and that’s where the platform for scale of Scaler-OS comes in that really combines all of these elements into one place and gives you that structured system with it all figured out so you don’t have to waste time money and effectively pay the opportunity cost of not implementing with momentum so plenty of success stories over the years over the last five years of success through implementing Scaler-OS as you can see here we’ve been in Scaler-OS for just about a month in the amount that we have learned and implemented has been tremendous due to what I’ve implemented my sales have increased by 40% on this time last year it’s the first time I’ve had actual guidance and that’s not just coming from our leads and experts but that’s also coming from the like-minded peer-to-peer kind of fellow Titans who share the same beliefs who are all high achievers they are your people effectively they get you they they know you they’re on the same journey they share the same vibe and it’s through that collective contribution that is unmatched right you know it’s it’s that two brains are better than one that approach that simply can’t be matched by any individual yeah and what’s interesting Dan is even though we’ve been running Scaler-OS for five years when we were in concluing the other day and you were doing the mastermind with the high-level sellers having everyone stand up and talk about their backgrounds their resources what they’re excellent at was incredible for me just to see the depth of knowledge and experience and resources that not only do these guys possess but that they’re willing to bring forward and help everyone else in the room with yeah for sure so it’s the amazing contribution from all of our members that are all striving for the same thing that creates the magic that is Scaler-OS and that platform for scale you can see here this member saying since I’m doing Scaler-OS I’ve more than doubled my business and I want you to think about that for a second like for for my non-tight members here what would it be worth to you to double your business in the next year type down the chat box and put down the comments for me what would it actually tangibly be worth in dollars for you to double your business in the next year go ahead and type down the chat box drop down the comments I want to see a number and I want you to put it out there what would that actually kind of look like for you if you were to double your business through implementing the Scaler-OS system the operating system and joining Scaler-OS what would that number look like so I’ve got Andrew saying yeah literally millions right yeah it’s very common I mean the guy that made this phone case for me came up to me in Mexico and said hey I’ve been in Scaler-OS for about two years and I’ve gone from five to 10 million like this is real this is real life yeah so thinking when it came to creating Scaler-OS and really kind of giving everyone the the backstory here we had two choices right we could release another Amazon course with minimal support we could drop another step by step that says hey we’re going to teach you to make millions of dollars on Amazon we’ve been doing it for 10 years at this point and we’re going to give you all the tips and the tricks and kind of stick it out there is this static thing that that dies the mini Amazon’s system updates or a new strategy comes through like we have with the PPC here because it lacks that dynamic depth it lacks that kind of depth of testing and understanding and sharing that it really takes to build a strategy that is successful on Amazon today or we could charge more so that we could give you all of the tools resources mentors support and support you in connecting with light-minded high-achieving sellers that have a culture of sharing an abundance mindset not a closed kind of fixed mindset who generally wants to help each other succeed and I want to put one or two in the chat box which one would you rather have would you rather have just another basic like another Amazon course that kind of goes hey this is going to teach you to make millions or a dynamic environment a platform build with light-minded entrepreneurs that have all been hand vetted and maintain the tight and culture of abundance and helping each other win and understand that one plus one equals three and the more you put into a platform the more you get out of it yeah I get twos from yeah I just want to make something very clear guys this came out of the observation of seeing what actually happens when you put people in a room where they’re being actually mentored and coached by people that are many steps ahead of them when we were in China we would see people like Andrew Alicia Anna like all these guys like actually in there helping them and we would see what would normally take someone six months a year two years to progress in a very very short time and that was really the design of Scaler-OS and it’s the only thing like it in our entire space yeah for sure so look most masterminds at 25 grand if you go into any of the wider e-commerce space and you’re looking for any the high-level mastermind they’re 25 grand and above there’s fifty thousand dollar masterminds there’s a hundred thousand dollar masterminds trust me mean a thing I’ve paid them yeah we’ve we’ve paid these figures and generally you get a couple of physical meetings a year there’s might there might be like a masterclass kind of once a month with some expert and then there’s a there’s a Facebook group or nowadays a school a school community kind of facilitate in some some chats right my son stole my sweatshirt the other day and I was like kid that’s a fifty thousand dollar sweatshirt and no idea what I was talking about yeah for sure but seriously guys this the network Scaler-OS network is the network that has taken a decade to build what you see before you is a 10 years of work five years of the network being alive and five years before that with China magic and both of minor thingas and and everyone who else who kind of contributes here in the leadership’s journey all converging to this point so the good news is Scaler-OS network is not 25 grand you can join Scaler-OS network and apply to be a member for an annual fee of ten thousand dollars now I have a quick question for you I want to know what your current gross profit is per month CM3 go ahead and drop your current margin if you don’t know quickly click on the dashboard and start a title isn’t it’ll tell you tell me just drop it and just a rough number let me know kind of what your rough margin is in the business so we’re on saying 24% what’s that in dollar value drop me some dollars in the chat box here I’m seeing Matt Kirby saying three X and X did within 15 months of joining yes you did Matt you smashed it as well yeah Sarah saying 36.7% yeah and you’re saying 31% so in your head think about what that is in dollars and ask yourself if all this did was consistently increase that number if all you participating and putting everything into becoming a Scaler-OS and contributing to Scaler-OS culture if all it did was consistently increase that number that CM3 number that gross profit number for my non course portal would it be worth it would it be worth it to just consistently increase your gross margin your gross profit after advertising bit of a rhetorical question yes right so you can see why it’s a significant value at ten thousand dollars not to mention all of the resource that it takes to facilitate and run this platform for scale that facilitates the growth for so many now we do have a no assholes policy this is a very very real policy if you’re an asshole you’re not welcome we have a certain culture that we have to maintain to the benefit of Scaler-OS we’re also very strict on who what service providers we allow into the network to to serve members and be a part of their journey I do believe that service providers are a very good thing for this industry they enable us in areas that we’re not strong in they allow us to delegate to specialists in certain areas so that we can focus on what’s material in the strategy of our business to generate the result but we vet every single one of them and the same way we vet service providers we definitely maintain and vet the culture of Scaler-OS which is a growth mindset an abundance mindset a willingness to share willingness to help and leaving your ego at the door and most of the conversation with the theater is not only helping and her team is helping you get out your own way but it’s also just checking on those things and making sure that that is not the case and Athena I know that we don’t have it often because like attracts like and we attract really good people but there has been a couple of instances over the years where we’ve kind of had to kind of show some on the door right I have done a couple of firings before yeah for sure and we and it’s the benefit of the whole it’s the benefit of the whole community the true test of a the true quality of a mastermind is not who you let in it’s who you don’t let in now Scaler-OS is a 12 month commitment we are only interested in uh members who are serious and committed about to achieving their goals and serious and committed to achieving growth as Athena said at the start of the week your goal determines the velocity and intensity that at which you have to implement if your goal is just to make some side cation and kind of tinker along and enjoy this as a creative outlet which is perfectly fine your velocity of implementation and your focus and your intensity uh and the risk you take uh is going to be completely different to those who maybe want to build an exit this business in two to three years or if you’re in currently in a six figure corporate job and you like the money but you hate the work and you’re looking to replace it you’re going to be a lot more aggressive in your plan than someone that maybe is just doing as a creative outlet and we’re definitely looking for those that are more committed because more committed means you’re going to show up and you’re going to contribute to Scaler-OS as a platform and then Scaler-OS is going to give back to you 10 fold from that contribution. Now the good news is for everyone here on the challenge you’ve shown up and committed and shown that commitment this week and Athena and I are really keen for you to continue this momentum this week uh into the coming weeks in implementing everything you’re discovering here in the tight and operating system so as part of this exclusive um challenge for the PPC 2.0 challenge we are extending you a 30 day trial on that 12 month commitment and when you jump on the phone we’ll talk through everything that’s involved uh but you get 30 days to continue this because the the this challenge and the tools access will be revoked next week uh and we want you to continue so we can turn our focus back into the network in serving the members and and continue the conversation the PPC work party but we want you to continue that journey with us um so you do have access to a 30 day trial to to to to give it a go uh before that four 12 month commitment and just some more examples here Athena just got the Amazon’s choice badge from my one of my keywords totally impressed with how clearly the the plan was laid out we’ve got I’m truly blown away and they they just go on and on and I know Athena one comment you often get is I wish I knew what Scaler-OS was sooner we just expanded on that comment because I know that’s something that comes up a lot oh my gosh I mean recently there’s a gentleman who had been around our network for years just been in the industry and this guy was a an eight figure seller like a very significant seller and it wasn’t until the rug kind of got pulled from under him and things really crashed that he actually you know reached out to me and said hey you know I’m here to humble myself I want to come in I want it to learn and he did and Alicia was actually his Scaler-OS leader and even just that first one on one strategy call that she gave him brought so much clarity and he quickly within weeks just brought himself back up to a much higher level and that was just such a quick thing and he said you know if I would have been in Scaler-OS I might not have dropped my eight figure status just because as things started to dip I would have been able to have the resource in the support to actually maintain my momentum and access to the light money sellers that have got the same intention and the same ambition who can share what they’re going through and it’s that peer-to-peer networking and master mining that really does kind of drive this whole thing right yeah so I won’t say I will say I mean this network is for everyone but sellers who are in the seven eight figures that are why that they get just immediately from that one on one strategy call the first few action items that they take the feedbacks I always check on people about a week later they’re just blown out of their minds how much benefit they were able to get and it’s just such a short time yeah for sure so for this challenge we have a special offer and an incentive here for you to continue your journey here with Scaler-OS and really continue this momentum that you’ve now started your three days in to turning that wheel of momentum on implementation and the more you focus on it the faster it’s going to turn and the faster it’s going to turn the quicker you’re going to start seeing results and we want that to continue for you we want you to succeed and we know that when become a member of Scaler-OS and you identify as Scaler-OS you come through and start implementing the Scaler-OS operating system and meeting fellow Titans who hopefully you can already see as a completely different vibe to anywhere else in the space we know that to be true and we want to make it as accessible as possible so we have a special incentive here exclusive for this challenge this will not be available once we get done with this challenge I want to make that explicitly clear we call it the 2024 kickstart credit so the first piece here is two thousand dollars of Scaler-OS cash so of that ten thousand you’re going to get two thousand of Scaler-OS cash which you can’t spend on Scaler-OS services and events so you remember the PPC service that we’ve just launched we have a content studio we have a lot going on here in Scaler-OS operationally and then we also have the upcoming events China Magic in April we have a few spots left on that we’ve got China Magic in October we’re planning out cancun 2025 and we’re likely going to be doing something between now and cancun as well so you get two thousand dollars of Scaler-OS cash that you can credit towards those to continue accelerating your momentum and through and I kind of think of them like the GoFast Stripes in Mario Kart that’s what we think of this credit like you spend it inside of Scaler-OS and it accelerates where you’re at absolutely in addition to that we then have a couple of fast action bonuses for those of you here live on the challenge it pays to show up it pays to be on live if you’re watching the recording these have likely already gone but the live action the live challenge fast action bonuses are a full listing conversion audit so a member of my team and our operational team here in Scaler-OS on the integrated side of the business are going to be doing a full audit of a target skew and looking at everything from keywords to how your contents produced your avatar and really taking through a day they’re supposed to drive up conversion we’re also going to complete a full PPC audit so everything we’re going through this week we will go through an audit your campaigns and give you feedback and direction on what we see and just that one thing alone has the potential to pay for Scaler-OS for the entire year just hear me on that hear me on that point that one PPC audit alone has the potential to pay for Scaler-OS 10 times over but especially if you’re multi-seven figures for a whole year and in addition to that you will also get a one-on-one 90-day growth planning session with your Scaler-OS leader who depending on the group you’re in is ahead of you where you’re at in the business the leaders are ahead of the group they lead and you’re going to get a one-on-one 60-minute one-on-one 90-day growth planning session with your Scaler-OS leader where this isn’t just kind of reactively answering questions this is strategically mapping out the next 90 days that you’re going to take in your business and what your short mid and annual objectives are that you’re going to achieve this year now this is available for the first 25 new Titans only so this is a fast action bonus this is a reason to move now and we want to talk to you and so to do that go to course invite.com forward slash challenge course invite.com forward slash challenge and when you do you’re going to see a page that looks like this you’ll see a code that says ppc2 that that tells us you came from this challenge you’re going to complete your name your email your phone number put the correct phone number in we can’t talk if you don’t put the correct phone number in and then you’re going to complete a short survey this survey takes like two minutes and it’s just us getting to know each other it’s us understanding what your goals are what what your situation is what your value in life we’re going to ask you a few out technical Amazon questions as well but we want to get to know you as a human we want to know what you’re on this journey for and what you’re striving for as an entrepreneur and this is likely a tax deductible write off as well now I really want to kind of come back and think about the difference between the two options you have at this point you can carry on in this challenge continue to kind of implement over the next sort of seven days lose access to tools and the training and and all of our amazing type of members and leaders and experts here kind of guiding the way and kind slow down that momentum probably get distracted and find yourself in the same position that you started in six months ago or you can go to Scaler-OS invite.com for a slash challenge schedule a call have a conversation with thinner or her team who will help you get out your own way anyway and that will be we’ll leave you in a better position than you start that call that’s a promise take the 30-day risk-free trial take advantage of the fast action bonuses that have the opportunity and potential to pay for Scaler-OS in themselves especially if you’re doing any significant value and grab the two thousand dollars of Scaler-OS cash and spend it towards an upcoming event like China magic where you can significantly affect your margin through renegotiating prices finding new products renegotiating pricing terms and also mastermining for 12-day straight in this type of environment and completely change the trajectory of your business your goals and your future life remembering why you’re in this business in the first place and really owing it to yourself and your loved ones to focus on that next 90 days and change that trajectory now within that for an upgraded membership which you can learn more about on the call we have a brand new program and I know not even my Titans know about this for those of you that are in cancun you do but for those of you that weren’t with us in cancun Scaler-OS 2.0 is coming with a complete upgrade and that upgrade is going to solve that last 10% of implementation in that first 90 days and that upgrade is 12 weeks of one-on-one Scaler-OS operating system onboarding in implementation now this comes with an upgraded fee but you’re going to be working one-on-one with an implementation leader every single week for 12 weeks through a very structured framework the same framework that we’re using to onboard our Scaler-OS integrator brands into Scaler-OS integrator when we acquire and bring on a brand president from within the network there’s exact same process we take in the first 90 days to significantly grow an onboarded brand is now going to be implemented one-on-one in your business and the best thing about it is this isn’t just a 12 week onboarding program you don’t only get a dedicated one-on-one implementation leader you also get access to a dedicated Slack channel for you and your team to implement the Scaler-OS operating system in your business with you and your team and our implementation leader will not only walk you through the correct priority of strategic implementation of the Scaler-OS operating system they’ll take you through all of the financial auditing that we need to do the skew optimization auditing that we need to do the PPC auditing that we need to do that will translate into a full action plan from CM1 to CM2 to CM3 and if you’re not a course portal you’ll learn what those mean your team will come on that journey with you inside of a dedicated Slack channel with a weekly call so and then included in that is also 12 months of Scaler-OS network so if you’re interested in that a brand new Scaler-OS 2.0 12 week implementation program which is taking you and your team in a one-on-one environment through a full business audit and implementation of the Scaler-OS operating system then ask about that when you jump on the call and just to really spell this out the Scaler-OS operating system lives inside your Slack channel it lives inside your Slack team with your team with your PPC guy with your admin guy with your VAs if depending on how big you are and how many staff you’ve got you can put all relevant stakeholders in there and I haven’t included kind of what we’re going to go through an implementation program here for my course portal for anyone interested in this by the way there’s a whole thing for upgrading from your current Scaler-OS membership with a discount and we can go through all of that on a separate call but this is really filling the gap and taking Scaler-OS as far as we can to help you succeed and that that gap is that last 10% of implementation and it’s the number one thing we’ve been asked for for five years is one-on-one implementation help and that’s what this upgrade to Scaler-OS is that’s the brand new implementation program so all of this to say I want you to say goodbye to struggling analysis paralysis coming up against challenges and feeling completely deflated looking at your cash flow thinking how the hell am I going to solve this now you have an invitation to join a family and join a tribe that’s going to wrap around you give you the access to the answers help you solve the problems and ultimately surround yourself with like-minded high achievers and entrepreneurs who are on the same journey as you share the same beliefs understand you like many of people around you at home don’t many of your friends family probably don’t understand the way you think and why you’re doing this and what gets you fired up inside and why you wake up every morning with a spring your step can’t waiting to to look at the next product or to get into that people see campaign Scaler-OS inside of Scaler-OS you really do find your people who understand that and are rallying for you with that abundance mindset so it’s a say goodbye to all of that and just focus on pure action pure implementation and becoming a winner with Scaler-OS just like our own very own Mattincata Cata Fipps did who not only took their first business and had a very high seven figure exit in two and a half years with the second half of that implementing the Scaler-OS operating system they then went ahead and launched a second business after that with the first product this was a single product achieving a million dollars inside of one year with one product and you can kind of see it there it was March you can see the daily units it was achieving but achieving a million dollars in a single product so I say all this to say Athena before I wrap up and we move into Q&A here I am a strong strong believer it that success is a decision success is a choice we wake up and we choose who we surround ourselves with where we put our focus what we implement where we decide to spend our time on money we each with all of those decisions are a choice and everything within that is in your control you can choose to be successful in this business by surrounding yourself and plugging into a system that’s proven or you can choose to continue to think that you’re going to figure it out all yourself and rely on Facebook groups and YouTube and all these kind of different outlets in the space and send you spinning and circles at the same time as the platform getting more complicated with more updates coming out ultimately proximity is power being around intelligence successful people no one can compete with the collective brain power of hundreds of people sharing the same belief around the culture that we have in Scaler-OS all feeding back into the same system there are a few groups out there with a few hundred sellers in but there are none where all the sellers are feeding back into what’s working they’re all just taking from a single being generally kind of that guru on the top of the mountain shouting my ways the best way Scaler-OS is not that Scaler-OS is not about any one person it’s about the collective contribution of everyone in a professionally structured system that we call the Scaler-OS operating system so this is the imitation of the thinner for everyone here is not a member of Scaler-OS to join the one percent break through that scaling wall for those of you that have come up against that three million that five million scaling wall you try and throw team and money at it and every time you do you bounce off the wall and drop back down you can’t figure out the scale component of this business or maybe you’ve got cash flow problems or you need to really go shake terms of the supply and you need someone like Scott Deets to come in and help you do that and kind of really get creative with it or maybe you just want to be in a room full of smart people and have them actually share stuff who has been to a conference type conference in the chat box if you’re still with me where sure it’s full of smart people and there’s some smart people on stage but no one’s sharing anything you’re not not gaining anything from that conversation and it’s it’s very much a closed kind of closed environment Scaler-OS is the opposite of that and then ultimately having access to a platform that is running over 700 skews owned and operated that puts us in a very unique position everyone you see here is operating hundreds of skews over nine figures of revenue over 100 million in revenue of owned revenue owned and operated brands plus partner brands that we run the majority channel for and have all of that data and all that input on what’s working across every category again one plus one equals three and you can’t there’s no way of keeping up with that much input it’s the only reason we’re able to produce what we produce and then I think the the core of this the heart of this is the community all of our course portal and I know I know for a fact we’ve still got course portal sat here on this call listening to this they know this they’re a part of Scaler-OS they contribute and gain from this every single day they I know we have Scaler-OS still sat here on the call listening because they want to be in the Q&A they want to contribute in the chat they want to contribute in the comments and because they feel at home in Scaler-OS and if you’re still here give me a tie in the chat box just let me know that I’m not yeah there you go Chris Scaler-OS there you go Jenny there you go Leisha so really is the the community that supports this so guys focus consistent action and persistence with intention is how you accelerate towards those goals Scaler-OS is your crew we invite you to join Scaler-OS you can do that at Scaler-OS in bite.com for slash challenge access all the resources and the capability within the platform for scale and what we’ve got coming down the pipe here this year and and what we’re kind of investing into with the technology and the tools and some of the strategy this is a this is a slice of what’s coming some of the stuff that we’ve got developed out and for our members that are in cancun you got a little view of it for my bigger sellers are quintile analysis system that’s dropped inside the tools I saw some of you trying to look at how to cut down catalogues and get profitable this thing applies math and does it for you so yeah we’re we’ve got some really exciting stuff coming and we’d love you to be a part of it so Thina quick snops this why people should jump on tiny bite.com for slash challenge have a chat with you and the team and then we’re going to jump straight over into Q&A and I want to set everyone off to go and get their actions done okay cool so guys this is really really simple you built this business you’ve got started on Amazon for a reason no matter where you’re at with your journey if you’re you know multi seven eight figures if you’re just starting out no matter what I speak to a lot of you and I know that you’ve built this you’ve even told us in the chat because you want to have that time you want that freedom you want to be able to build something that you then can use those resources to live your life right so if you think about it it’s taken nine years to build this network of traveling all over the world tremendous amount of resource and really just this magic that we’ve created where we’re all every single person on this call is aligned with the intention and the purpose to build that momentum and achieve amazing things and so if you think about your life and how fast you want to achieve that even if you’ve been around Scaler-OS in the past where we’re going with Scaler-OS in terms of this next level it’s really just going to be something that you owe to yourself and to your family to invest in to be able to achieve all of that momentum just so much faster than you ever could alone right so that whole together we’re stronger thing it’s so true and I’ve been meeting some of you I’ve already there’s quite a few of you that I’ve had conversations with in the last couple days you guys are absolute rock stars you’re here for it you’ve got that energy and you’re able to take this information apply it and just move so much faster so jump on the call with me if it’s not a good fit it’s not a good fit let’s have a conversation I’ll answer your questions see if this is right for you but I’m telling you if this is right for you be a part of a journey where it’s going to help you level up personally professionally and also think about this the community itself you’re going to meet people that are going to change your world these are people that will change your mindset that you can count on that you can ask you know what’s so cute is even let’s say there’s a Scaler-OS going to Chicago for some reason and they’ll post in the network hey any Chicago Titans and they get invited to homes or you know hey I’ll take you to the best pizza or whatever it is and there’s really no price that you can pay to think of just the amazing relationships the camaraderie the resources and those moments where people really need help I’ve seen people stumble upon a situation that could really shut them down and because we have Titans that have so much experience that entire network backs them up and says hey you just need to do this this and that’s and it gets them back going so honestly having this world as a dream come true and I’m just excited to have you guys be a part of that and I really like two things you picked up on there the Scaler-OS of today is not the Scaler-OS of what five years ago the Scaler-OS of five years ago as the foundation it’s not the Scaler-OS of four years ago three years ago two years ago even one year ago I’m a big believer in continual improvement and I think for for any of my guys here and the Scaler-OS leadership and our management team and our operational side of the business I’m constantly pushing for continual improvement and yeah what guys here won’t get us there and that’s where this upgrade really coming through and then also the final comments I do want to move over into Q&A now is you really have to set yourself up for success if you’re serious about achieving a goal then it’s down to you to take ownership to put yourself in the best position to win and winning means having the plan having the blueprint not trying to figure it out not wasting time not wasting resource not doing busy work focusing focusing on what’s material and Scaler-OS is that and really people ask kind of why we do this and it’s Scaler-OS that really sharpens our kind of swords and our blades in our operating because it forces us to figure out the hard questions it forces us to not only curate what’s working into a system that’s that’s structured and systemized but it forces us to come out with frameworks like the PPC 2.0 framework that then benefit us in our own brand and everything we’re doing so it really is that kind of evolution and that continuation that flywheel effect of growth so guys I want to move over into Q&A we’ve been pushing here for two and a half hours now but Brendan just in I’d love to kind of just as we’re transitioning over to Q&A get your thoughts because Brendan I mean you’re you’re in the thick of this thing I want to get your thoughts on kind of why you think sellers benefit from Scaler-OS yeah I haven’t seen I’ve been a part of a lot of masterminds too I mean me and Athena I mean you me and Justin many of us have met at mastermind events where gives you some strategy you’re not able to have access to a lot of the speakers and the information directly you’re not able to ask the Q&A and get the context and go through the nuance on things like work parties like we have a network not to mention of course I’ll to my own heart a little bit with the tools like no one’s ever tied in the technical piece of this and try to align the strategy with the tools and really listen to the power of the collective contribution of all the sellers and then that work all the great leaders and mentors that we have within the network to start to build on the foundation of that and we’re just turning the corner I mean what you’ve seen this week and what you’ll see in the dashboard in the quintile analysis and all that that’s just the tip of the iceberg the next three to six months is going to be absolutely game-changing because if your mind’s been blown just on the strategy and the structure and the simplicity of how we’re trying to frame this all of that’s going to be developed into the technology as well so yeah we’ve got a lot of important guests. Justin Justin I want to hear some I want to hear some Justin dice and Mr. Babe kind of synopsis on this what’s your view on why a seller becomes part of Scaler-OS and contributes mostly to get like one of these really cool shirts the gold flakes on the back I love this thing no but seriously I I’m unfortunate because I got to be part of Scaler-OS before Scaler-OS ever became a thing you know I went to China Magic in 2018 before before Scaler-OS was ever even thought up and then again in 2019 when it was born and I’ve I’ve had the luxury of growing my own business alongside everyone else you see on this call and what it was it’s weird because when you look when I look back on it I went there selfishly I went there to grow my own business and I wanted to you know take we are we’re already pretty successful we’re doing a few million dollars a year but I want to keep growing once you get to the eight figures you know there’s the next step but what I ended up realizing is I also have just as much fun helping other people grow their business then I did or just as much fun doing that as I did with my own business one of the most rewarding things I think for me and this was back when I was leading group three you know in cancun this last year one of the members came up to me and told me because like they listed off 10 different people they’re like you’ve made us on millionaires and that was like one of the coolest things in the world and that same energy of those 10 people seven of them ended up becoming mentors in the network as well so Scaler-OS is not just about like you and your business but what ends up happening is you start feeding off the success of other people and as a result like everybody benefits everybody grows and it’s it’s something that I’ve never experienced anywhere else I’m in any of the masterminds I’ve been to all the 25 came masterminds 50 came masterminds I’ve joined nothing has ever been like Scaler-OS Network yeah for sure for sure all right guys I’d love to hear some course portal dropping their thoughts in the chat box while we go through this on kind of why you believe in Tyson and why you can’t you and and be a part of Scaler-OS I’d love to kind of hear that those thoughts and Athena I’m sure we’ll put a day three Facebook post up that will want everyone to comment on but for now I want to go ahead and just quickly summarize the action items from today for everyone to go ahead and execute so really it’s coming down to using that cheat sheet to audit your campaign structures identify the actions that need to be taken per campaign documenting those actions within the template that Justin’s given you inside of the Google sheet you’re going to screenshot that and share that in the Facebook group with a breakdown of kind of the major actions and why those actions needs to be taken so we and so we know that you understand it we’re teaching you to fish here we don’t want to just give you a fish so post that in the Facebook group and then you’re going to start taking those actions and then tomorrow we’re going to move more into the maintenance conversation structure will come up in that conversation and a lot of maybe the lack a lot of the questions today we’ll get answered in tomorrow’s session so anything that you you’re a bit fuzzy on or maybe today kind of open maybe maybe it kind of created more questions than it answered and carry that through hold that thought and carry it in today for because I promise you all of those questions tomorrow will get answered and this whole thing will come together and for those of you that are still in Facebook if you’re not a part of the VIP Friday day five with launching and ranking is just for VIP I’ve sent you the link a couple of times on email so make sure you jump on that if you want to continue and learn how to rank products and really drive organic rank and and launch products we’ll go through our entire launch approach which is PBC plus some other factors that we’ll take you through make sure you upgrade to VIP and join us there but for now I’m going to go ahead and say goodbye to Facebook say everyone give Facebook a big wave bye bye Facebook and we’re going to jump over into Q&A sweet so we are now live on Q&A and for everyone that stuck with us through that thank you for our tight members for kind of contributing there and really kind of demonstrating and flying the flag and for everyone maybe sat there considering Scaler-OS feel free to drop any questions you have in the Q&A here as well and I’m sure Athena is more than happy to kind of answer any questions you’ve got around Scaler-OS I’m going to jump and get some of the replay and stuff done and then I’ll be back here shortly but let’s jump over into the Q&A and get these questions rolling and I can see actually we’ve had 52 questions answered already so any further questions you guys have got there some time here next 10 minutes or so to roll through Q&A here in the chat box or in the Q&A box so through are you driving? I certainly can I’m waiting for some questions wrote through and I’ve got another cheat sheet for you guys that I’ll share in a minute now look like we’ve got one from right there they come there the questions are all right so first question from Ryan move it over here so I can see a little better I have a non-subjective product it sells the same product in different sizes a 16 ounce 32 ounce and a gallon and with and also with different solution strengths of 5 10 and 20 percent most of the keywords are exactly the same for all variations the listings are currently all individual there’s no variable product listings should I bid against myself on all the converted keywords or combine the products into a variation product parent product relationship should the competitors also have all of the variations as individual parents as well so yes like the my I was just about to say that you covered the context I was going to cover is on in situations I usually take the Q from the competitors in the market like the trial to example those that I always use every competitor in that market even though there’s a bunch of size differences and a bunch of color differences every single competitor just about has those variations in one parent listing because again the market has shown that they’ll go to the travel towel listing and they’ll pick one of the products on that listing and buy and then if you want your BSR to go up if you want your momentum to be combined for all of those things you want them combined because the intention and every competitors proving the intention is for a customer to go to that listing and buy something from that listing there’s there is definitely nuance in the differences between the products utility for sure but if every competitor in the market’s doing it I would say follow that lead that would be my best simplistic advice oh I did next question for Chris this is a question about stacked keyword campaigns specifically sponsored products exact match campaigns for ranking purposes where you have low volume but very relevant keywords is it okay to stack a few of them into one campaign or unless you always separate them so this is what we’re essentially calling those I’m going to try to find the graphic here it’ll be easier to explain with a graphic so the reason that this exists here is you can stack low volume and only low volume low volume being less than 300 searches a month if not lower you can stack those here okay and these halo campaigns exact match you can stack them the downside to stacking is still there now the reason we’re saying it’s okay is because let’s say you have 10 of these keywords five of these keywords whatever it may be and they are all less than 100 searches a month if you put those in a single keyword you’re likely not going to get impressions but if you put them in a stacked campaign five of them no more than five in a stacked campaign here then you will likely get more impressions through that campaign but you do lose the control over placement because the bid is going to be different or even if the bid is the same per keyword the cost per click is likely to be different per keyword the intention per keyword could also be different now let’s say in a perfect example all five of these low volume keywords have the same exact buyer intent same exact like kind of root keyword or main keyword that’s okay just be aware you still can’t really optimize for placement so if you do start to see over time let’s say one of those keywords starts to really ramp up and start getting a whole bunch of clicks and impressions because the search volume hasn’t increased then you need to split it out so the downside to ever putting anything in a sat campaign outside of what we discussed today is at some point if it does build in momentum and it does get more clicks and sales you have to move it out anyways so by separating it from the start you never have to worry about that but I understand why people want to stack it in that regard it is a little bit easier but again easier upfront means more maintenance later so that’s essentially a trade-off you can do it but it’s pros and cons there javie Brendan any further comments on that no it’s about about it I mean the alternative is a single broad you know campaign which is going to be yeah in all fairness yeah I mean in all fairness that’s probably best practice is if you just have them captured in a broad or a phrase campaign like you would see here because again there’s such a low volume there’s minimal impact that’s going to happen even if they’re stacked in this scenario so less than a hundred searches it’s better left in a broad campaign or a phrase campaign I agree with that for sure all right oh that one just disappeared all right next one from Brian says in the old PPC training we created a list of all long-tail keywords are those what you were calling Halo now do you do one campaign for the whole family of long-tail keywords so other than what we literally just talked about we are never going to be putting a whole bunch of keywords into a single campaign pretty much ever I can’t think of a real reason why we would want you for responsive products exactly match broad phrase any of those but I guess to address the first part of your question the long-tail keywords the problem with that initial training in regards to long-tail keywords in general was that it also included long tails that were low volume in other words had search volume a less than a hundred right now what we’re suggesting is that you can essentially ignore those or PPC purposes we only really care about anything that has a hundred searches per month or more for this purpose for ranking purposes anything that’s less than a hundred search volume you you should by default pick those up in a broad or phrase campaign or not oh campaign so these three campaigns should be picking up all of those low volume keywords that you found during keyword research now if it is a high volume keyword that is it precisely what ranking campaigns are for and for the single keyword exact match that you are like high ranking intention you never stack for any reason whatsoever so hopefully that is clear on that one yeah the only exception to that is like when you have seasonal products like you may have low volume keywords that show up for a season and you would leave those in single keyword again you can always lower the budget just kind of keep them maintained and again allow a longer day range as you maintain them in a lower volume season but don’t ever think that stuff I mean this is again you can find the majority of the low volume stuff and put it in your or let it be picked up in your broad and phrase campaigns your exact campaigns are supposed to be controlled and intentional based on volume ever showing up in those keywords so again don’t ever think it like if it went in doubt just run a single keyword campaign like that’s the best advice I can give you like if you’re worried about stacking five keywords because you don’t understand intent or you’re overthinking the intention like that whole traveled how can be towel and algae I gave that’s to try to give you some clarity on why you would separate those things but if you have questions on it just put each one in a single keyword campaign or if it’s less than 100 volume while you’re doing that let it get picked up in a broad campaign and if it shows good volume graduate later like it’s one or the other but don’t ever think it great uh next question from Alaina suggest two questions here um the first is she is asking for a list of things not to do when creating campaigns and I would argue the list of things to do is much shorter and I would focus there um if I give you the list of things not to do we will be here for seven more weeks um it’s it’s really not that difficult let me share a screenshot really quick just to I’ll share this with everybody I’m gonna drop this into the resources folder just to hopefully try to clarify some of the points here so there’s a good structure which is the same thing we’ve been repeating for the past three days one ad group one parent asin one keyword target this is for an exact match campaign okay so when it comes to the list of things not to do that is basically oops I moved it it’s basically everything in red okay that’s the bad structure all of this stuff is the same as good but these things make them bad there’s multiple reasons why these things are bad it’s not just like a they’re all bad for the same reason there’s multiple reasons and without going into explanation it’s easier just kind of see this in a graphic the same thing is true for broad campaigns it’s still one ad group one parent asin one keyword target when it comes to budgets keep it simple you just need to have a budget high enough to get clicks if all your budgets are three dollars you’re gonna get zero clicks that’s pretty much the end of that when it comes to impression suppression which is one of your part of your question that is what happens when you stack keywords when you have 20 different ad targets in the same campaign you will see impression suppression impression suppression simply means Amazon’s not giving you impressions or clicks for every keyword you have in your campaign and that is because you have too many in the campaign Amazon’s algorithm is essentially pushing back even they don’t like that for some reason don’t know why that’s just how it works so I’ll share this in the group then it’s gonna go through exact broad phrase auto and asin and I might put in this last one even though we didn’t talk about it today so hopefully this will kind of clarify but the simplest thing to do is one ad group one parent one target this is a sponsored display asin campaign so you can have up to five similar to the halo campaigns for low volume but those are the few exceptions that we talked about today all right next question from ash do you guys ever automate or do role-based maintenance I’m assuming is the question or is everything surgical manual surgical I like it maybe it’s too soon but I have 40 plus views and three marketplaces so I can’t help but think it’ll mount ahead it’s a good point Brennan looks like you were typing you want to help in thought it yeah I’ll I’ll just give her the short story here so yeah we are working on automation the tools a lot of tools give very rudimentary automations it’s based on a cost doesn’t really factor in conversion doesn’t factor in the success that you’re having on the keyword we’re trying to build a better logic system for this now I can say based on everything we went through today if your structure is good you have less to focus on when it comes to what you’re going to change in your campaigns your once your structure is good and we’ll go through this a lot more tomorrow so again I don’t want to go down a deep rabbit hole on this but once you get your structure right you can then just start filtering out what’s not working rather than always looking for everything all at once like when everything’s hidden within the campaign structure then the targets within the search room report it’s very difficult to start making decisions and so when you have 40 skews it’s difficult to make those cuts I will say a lot of times when I get this feedback about automation everybody’s also just applying these rudimentary basic applications to all their skews so it’s like thought goes less than 10% or eight costs above whatever like whatever the arbitrary number is for the margin and so I want to make sure like you’re still going to have to focus per product like the work still needs to be done I think once you have the structure right that filtering process becomes a lot simpler and then you’re only looking for the things that need action each week and it should cut down a lot of the workflow as well even in the manual surgical mode that we’re in now but we are working on it right on I think one thing you’ll also realize too is like once the structure set up properly minutes is actually not that hard to do it’s straightforward most in time you don’t need to do anything which is kind of the whole point of why it’s structured this way how can we do less down the road take the time and set it up properly now yeah I think just one more note on that is like when you are successful in Amazon when you convert while when you show Amazon the success metrics they want to see they will do a lot of the heavy lifting in the work for you so they will continue to show your product often they will continue to give they will continue to give you free sales as organic rank back for the success you’re having so it’s your job just to cut the waste that it has been cut the things that are converting low fix the placements that are driving down conversion right and all you’re doing is trying to assess those things on a campaign level first and then diving into what’s wrong as you go through maintenance and again structure helps see that visibly add a glance rather than having to filter through every single four times. Next question from I’m going to put your name I’m sorry debt budget maybe I’m not sure we’re going to go with that how about debt we’re going to go so does daily budget cap impact you negatively say you have ten exact match campaigns for the fifty dollar budget a piece but you have a daily budget cap at one hundred dollars is there a negative impact of doing that as far as as far as Amazon visibility and the traffic they’re willing to send you no JB and me we could probably go on the rift on this for half a day if we wanted to we both tested budget caps just to help with budget stuff we’re testing that out for a tools capability later over the last year I did that a lot of my account no setting a budget cap doesn’t really affect you it just once you run out of budget as long as your performance is good Amazon won’t punish you for that but you have to hold up the performance over time as well so you have to hold up both but no there’s a budget it’s not bad putting a bigger budget on it would would help like me telling Amazon you’re serious or something and I so I tested it and I took 60 key campaigns and I randomly selected a third of them to be have a smaller budget a third of them to stay the same as a control and a third to what I just tripled the budget on them and there was no noticeable difference in any of those so the the less the the control and the bigger the less meaning we still didn’t run out of ad we didn’t we didn’t run out of the budget during the day obviously if you set the budget too small they’re not going to spend any money on it right uh but there’s there’s no like special number or special special very dust in that thing yeah I mean the only thing I’d really add is that it is going to be like a product life cycle dependent like if I’m launching I don’t want a hundred dollar budget and then to get capped out at like 11 a.m. like it’s going to do the opposite for you in a launch situation if you have you know if you have like 50% organic you’re like 18 you know you’re 50% organic you have like 18% tacos and you just need to kind of get them down then I think you know there are some opportunities you know where you can kind of squeeze the budget on on on at a portfolio level to kind of help with that but uh yeah that would be that would be my only caveat also a you know Brennan I’ve had success like when you know we we put a keyword in time out and a lot of time squeezing the budget can help kind of like it it’s going to do either two things either still not going to convert or it’s going to convert and then you can kind of start moving your budget back up all right next question here I’m not quite sure what she’s asking jb you might be more you’ve tested this quite a bit this is probably yeah the broad modifiers yeah the broad modifiers I mean for for me when it comes to broad modifiers I use these mostly like probably 99 percent in sponsor brand ads because the behavior of those ads is like nothing but like nothing we’ve ever seen on Amazon you know so because they’re going after synonyms and they’re taking in context or what they think is context I will do that and it helps seems to help control a little bit better and stop you from getting as much nonsense still going to get nonsense right that is all the questions that we have left it amazing guys girls ladies gentlemen that are still with us three hours into day three you are rock stars so I want you to go away pick up every or yeah pick up everything that Brennan laid down today apply that complete the action items and then come back tomorrow ready to jump into the maintenance conversation as I said we’ve done the 90% of the foundational setup to get us into a place for success tomorrow we’re now going to start talking about how we start executing on that last 10% and cycling through the maintenance built on the correct structure understanding the correct campaign objectives timing of deployment right appropriate to product type all underpinned by the correct keyword targets that is where we’re at in this journey and we are looking forward to getting into that tomorrow so same time same place and I will go ahead and post the replay here in a second and I think I can see raising hand like I just wanted to welcome Christian to Scaler-OS I literally just called him when I went off camera and he’s really inspired he’s really really excited and he’s like our perfect Scaler-OS him and his wife they’re just ambitious they know they’ve got so much more potential and I’m just like I have goosebumps again I’m so excited for all the amazing human beings that we get to connect with and I also wanted to give a big shout out to Cole a big shout out to Chad and then I had my LA native earlier today Warren who’s a total rock star and this guy’s been on Amazon for 10 years and he said he’s never seen anything like what we do so just a big shout out to all my new Titans and I’m here all night to talk to you homies so go ahead and book a call with me and we are going to change your lives basically that’s what we’re going to do but just having Justin talk about like being one I mean honestly most of the people on this call were with us on day one when we first I actually told Alicia about my idea of Scaler-OS before we even talked about it Dan so these are our core amazing humans that I’m so proud of and just excited for so anyway all my VIPs that are on here just a big shout out to you your ambition and the fact that you guys hold through and keep pushing because that is what makes you a Scaler-OS so love you all yes okay people I’ll go ahead and post the replay in the action items in the Facebook group and we will see you same time same place for day four of the Scaler-OS OS Scaler-OS 2.0 PPC challenge see tomorrow people

Resources

• Source lesson: PPC Control Part 3: Gaining Data Clarity
• Resources: none attached yet.

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Track: 04 — PPC Control Loop
Module: Optimization Rhythm