Brief the AI PPC Assistant
Outcome: Give the assistant margin rules, search-term logic, bid-change limits, inventory gates, and output format.
- 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.
Hosted on Google Drive.
Lesson summary
Section titled “Lesson summary”This lesson teaches a framework for structuring Amazon PPC campaigns based on product type, stage/phase, and ad objectives. The goal is to create a profit-first approach to PPC that aligns with Amazon’s reporting capabilities to drive organic ranking and sales.
The framework covers three product types (non-subjective, semi-subjective, subjective), four stages/phases, and seven ad objectives. The lesson emphasizes the importance of maintaining high conversion rates, controlling ad targets, and deploying campaigns in a specific sequence to achieve profitability and scalability.
Key points
Section titled “Key points”- Product type determines the PPC strategy
- Timing of campaign deployment is based on product stage and phase
- Keyword research is more about negating irrelevant keywords than finding new ones
- Campaigns are structured to provide maximum control and data visibility
- Conversion rate and profitability are prioritized over just managing ACOS
Action checklist
Section titled “Action checklist”- Label each of your existing PPC campaigns with the relevant ad objective
- Add your overall listing conversion rate to the product data tab
- Identify which campaigns have a lower conversion rate than your listing
- Post the number of campaigns you have in each ad objective
Full transcript
Section titled “Full transcript”Open transcript
Hello, guys, and welcome to day two of our PPC 2.0 Scaler-OS OS challenge. Hey, guys, so we got Alicia and we got Andrew on Kata. Robert Part is in the house. We have Athena, Justin Brown, Brendan, Anna, Mark, and Justin Dyson here. Let’s go, people, drop in the chat box. Let me know you can hear us. Let me know you can see us, and we’re going to kick off with day two of this five day challenge. Athena, I saw all the comments on your Facebook post yesterday. It was on fire. Absolutely. We on fire. These guys are… Look at their energy now. Good morning. I can see you. Morning, everyone. You guys must be in Australia. What time is it in Australia right now, Jenny? Finally, where could you rock, Sarahs? Guys, what I want to hear from you is as we give people time just to roll in here and get settled, I want to know any major breakthroughs from the action items that you implemented on day one. So your negative keyword lists, negative brand lists, talk to me in the chat box, talk to me in the comments on Facebook, and tell me what you discovered in your campaigns, working through day ones, action items, which are the foundation of the Scaler-OS OS PPC 2.0 framework that you are discovering and implementing this week. So go ahead and Sarah says, implemented so much changed everything. Sarah, what were the main takeaways from those changes and have you seen any immediate impact? Greg saying had a turn of negative keywords I had paid for last year. Greg, I would love to know what that total was. Sarah is saying lots of not so relevant keywords in my list took them out. Michaela, removing more keywords, amazing. And who here is falling in love with the negative keyword tool inside of Scaler-OS tools and the ability to take that never keyword list that contain those keywords and those brands and then apply it across all of the campaigns in your cell essential account. Yeah, saying Kelly saying love it. Don saying me Liz saying amazing. And I want to come over to our friends on Facebook and see what’s going on in the comments over there as well. So we’ve got John Evans in from Sydney. It’s currently 6 a.m. Well done, John. I love that commitment. You are a winner. You are a high achiever. You’re proving that in your actions and your behavior here today. We’ve got Mark asking how everyone is. Dave, any issues with Scaler-OS tools please email support at Scaler-OS tools.com and the team are working hard down the background to make sure that onboarding is taking care of for everyone here in the challenge. Brian saying I love being a negative Nelly. Yes, Brian. I saw one of the main takeaways. Brendan adjusting kind of bit feedback on the main takeaways was not believing that this can make a sale. This keyword might make a sale. I think that really, really hit home for people yesterday. For our leaders here, if you guys, what are you guys seeing and thinking? I know we’ve been having a bunch of chats in the Facebook group. You’ve been speaking to members, any kind of key points of feedback. I know you had some specific feedback in the last 24 hours. Like tell me what’s going on. I want to know who gave my WhatsApp away because my phone was blowing out last night. It wasn’t me, I promise. Yeah, no, it’s all good. I love how people are finding so much value in simplicity. And you and I were talking about this in the back yesterday. It’s everything you guys. If you want to have a life and you want to have the money and you have all the things, simplicity is just a luxury. And we have it here. So I will say that’s the main feedback. Even very advanced sellers are now realizing that comment you made yesterday, guys. It was so great. You said someone that’s actually selling 500 and it’s making a hundred bucks home versus the multi seven figures that making known is doing so much better. And that’s so true. You know, they’re really hit home for some big sellers that we’re reaching out internally. And yeah, I think they got a memo. Yeah, for sure. I woke up this morning and I put it on Facebook. The real flex is sophisticated a strategy to its ultimate point of simplicity. And yeah, it’s the power of the leaders, the mentors, the experts and the collective contribution of hundreds of high level, high achieving Amazon sellers here in Scaler-OS, contributing to this framework that have enabled this to happen curated and led by some really brainy passionate committed people here that are where you’re discovering this week and continue to lead this effort. So I think I know one of the big questions we’ve been getting and I want to quickly answer it is around for all of our kind of change members here that aren’t part of Scaler-OS. We’ve been getting a bunch of questions wanting to learn more about what Scaler-OS is. So I’m going to spend a couple of minutes to quickly answer that question and run through it. And then we’re going to jump straight into day two where we’re going to be you’re going to discover how to select the correct campaign objectives for your product type for the and for the maturity of the skew. But before we get into that, I just want to quickly walk through and answer that question very quickly and specifically of what Scaler-OS is and how to get involved. So Scaler-OS really started a few years back and was born out of a trip called China magic, Athena founded China magic back in on it was 2016, 2017 and took a group of sellers out to China’s the Canton fair weathered source and developed products in the day and the mastermind on the evening. I got involved in that trip in the second trip in 2000, I think was 17 and ultimately saw the results than the impact that the trip was having because you could not only affect cogs and payment terms all in a new product development all in real time. You were taking entrepreneurs out of the distraction of the day today and family life and all the constraints of life put in them in the environment that they thrive and then spending 12 nights for six hours a night almost every night, mastermining and geeking out in the business. So out of that was born Scaler-OS network and in 2019 we sat there until two in the morning and wrote this big list of all the things are seller needs and wrote Saturday until two in the morning and then had the hotel kind of put all those things out into the hotel doors. And that’s where tight network was born and we had our first 50 members and the whole concept Athena was effectively take the magic that was in China all of the impact and experience and make it all year round right. Yeah, absolutely and just people are in the chat giving props to China magic that it changed their life and we actually run that trip still April and October every year China magic trip dot com just in case anyone still. Yeah, we’ve actually got 14 spots or no 12 spots left for the April trip if anyone fancies a bit more tight and love every night for 12 nights plus sourcing payment terms visiting factories product development and the whole nine yards that go with it. And then for the last four or five years we’ve been developing out Scaler-OS and really fine tuning it into this professional structured system for scalable profitable growth on Amazon, but we are at a major point in Titans journey where we are completely upgrading and we feel like we’ve hit a milestone in the sophistication of its ability to drive profitable scale and a thin and I referenced this as Scaler-OS 2.0 and what you’ll discover later this week is we get more in depth with it. We’re actually rolling out a new implementation program as part of Scaler-OS that goes a lot deeper than we’ve ever gone before but really Scaler-OS started out as a mastermind started out as a mastermind like every of the mastermind out there and then through adding community technology and capability. It very quickly became what we reference a platform for scale now understanding what is a platform for scale is is a very broad statement and it’s a very difficult thing to communicate. But it all centers around the Scaler-OS operating system that you are discovering and implementing this week and as you know, the Scaler-OS operating system has frameworks for every component of this business from the strategic business model itself for any of you that have seen our financial frameworks and our growth planning frameworks to product designer development, to branding and listing content keyword research you you had a good view of yesterday on day one of this challenge the PPC framework that you’re learning and implementing this week to customer service review getting skew optimization, which is not listing optimization supply chain management team building and systems is a huge pillar of framework for us. We have an entire framework on how what the org chart looks like who to hire when how to hire them how to train them how to on board them what the assigner task list looks so you can delegate yourself into a position of working on the business not in the business scaling extra traffic and so much more and it’s this operating system that comes together to deliver that predictable growth. But one thing we know and have identified from years of helping thousands and thousands of sellers now at this point through our work with China magic and now Scaler-OS is that one size does not fit all as you grow in this business you have different challenges. The requirements for operating are different the answer to what you should do next differs depending on where you are in your journey so in Scaler-OS we don’t just throw you in a Facebook group and apply this one size kind of group mentality we group you by where you’re at in your journey surround yourself with sellers that are on the same path in the same journey at the same point of growth and then have you led by leaders mentors and experts who have achieved what you’re striving to achieve. So we have Scaler-OS growth which is growing into seven figures and this is all about learning the cutting edge playbook for launching your first products and scaling into repeating that success. We have Scaler-OS scale which is scaling into multi seven figures and there’s a couple of groups within this one which is a combination of coaching and advanced structuring and implementation of the Scaler-OS way and starting to look at how do you replicate and scale that success. And then we have Scaler-OS elite which are for our more scaled more mature sellers who have been in the business longer who have got more revenue going have got more products going and this is all now about scaling through teams and systems and then also applying that 20% of innovation in the form of mastermind by peer to peer masterminding with other high level multi seven figure sellers. So Scaler-OS really is the ecosystem the platform for scale that meets you where you’re at and surround yourself with like minded sellers at the same point in the journey as well as giving you access to sellers ahead of you led by sellers like our Scaler-OS leaders here who are all accomplished in their own right all active sellers on Amazon. Amazon many of them have had seven figure exits are now into the second or third business and we’re constantly curating and bring that talent into Scaler-OS with members becoming mentors mentors becoming leaders leaders splint or mentors splintering off and becoming experts like Justin Brown here who is the reset a stone of PPC. It’s really these guys that that curates and lead everything you see here today and whilst I’m not going to go through everything inside of Scaler-OS think of it as training tools coaching mastermind community and events all inside a platform we call Scaler-OS all built around the Scaler-OS operating system. And then that Scaler-OS operating system is taught and implemented through our proof recorded training in our Scaler-OS OS training the Scaler-OS tools so that’s the technology that allows you to implement the Scaler-OS operating system quicker faster at bigger scale and automate a lot of the activity. We have the weekly Scaler-OS huddles which are kind of mini masterminds at group level we have the daily work parties which are on topics like PPC. If you like this conversation this week around PPC this happens twice a week inside of the network in what we call the T PPC work party JB Robert par Dan head Brendan all jump on and this is the conversation week in week out and we have that going with product launching product development and design we have a Shopify work party we have a giftable seller work party we have a consumable selling work party we have work parties on external traffic tick tock and this is happening day in day out inside of Scaler-OS network. And then we have periodic master classes on specific topics bringing in external experts as well as our own breakthroughs that we’re implementing in our own brands Titans owned and operated brands and all of that is taught inside a Scaler-OS and put into the master class library. We have a whole team of success coaches that check in with you to make sure that you’re on the right path if you’ve ever read the book flight plan. If you know where you want to get to often you’re off course our team success coaching team their whole job is to make sure you stay on the right course and you get the clarity of what the next action is to take we have the SO P library the accountability program we have in person masterminds exclusive partner discounts one on one strategy sessions with Scaler-OS leaders will talk about that more this week and access to Scaler-OS services which for all of my course portal here on this call today. You are going to discover a brand new Scaler-OS service that only course portal get access to so make sure you stick around to the end of this call today to the end of day to because I’m going to be dropping something that has a limited capacity and you’re going to want to learn about. But that is everything inside of Scaler-OS and for any of you that are curious which many of you are because we’ve been getting messages cat got messages I got messages Athena got messages that is the answer to the question and if you want to have a chat and understand what it looks like to join Scaler-OS we are quite particular and ensuring we maintain the culture and the integrity of the members inside of Scaler-OS and mastermind is really defined by who you don’t let into the mastermind but given that you’re here on day to given that you’ve showed up you’ve done the work you’re already Scaler-OS culture you’re already. Scaler-OS people you can schedule a call with Athena and her team at Scaler-OS invite dot com forward slash challenge now Athena wicks summary of what that call is before we dive into day two which is selecting campaign objectives objectives for precision PPC why and what is this call about. I think you just know that when you mention that one size is not fit all so I want to know from you I want to know what your goals are if you want to have an exit in the next two to three years or five years if you want to build this thing out to be you know whatever does it you’re looking to achieve your actions need to match that and so we want to make sure that Titans a good fit for you culturally but I’m also very interested in you to know like what are your ambitions what are your you know zones of genius what are your pain points and by the end of the call you have a lot more clarity and yeah. It’s a pretty I love that I love in in pancune in our in our members mastermind a couple of weeks ago we didn’t extra advanced mastermind day and the first thing we did is we had all members in the room these are these were growth and elite members who stood up and said my superpower is and the knowledge and the experience and the skill in that room was mind blowing everyone was writing down what everyone was good at and there was people in there with extensive retail knowledge packaging knowledge D to see knowledge all of this knowledge coming through how to make packaging look expensive. But source it cheap like people specializing stuff and it’s that peer to peer network and unlocking it in a facilitated way that’s so powerful and getting with the theme on the team on the call not only do we want to discover this about you Athena has spoken to hands down the most Amazon sellers about the anyone else in this industry and Athena you start to see trends right and this is why you’re so good at helping people get out their own way and helping people get clarity and he’s take action. I promise you just the call in itself is going to be extreme value. It’s like a therapy session for Amazon sellers there you go. So without further ado and I’d love to get some feedback from any of our type of members that kind of have had a bit Athena TLC in their journey and had the little breakthrough and helps you take that next action drop that feedback in the chat in the comments for me and and share that to maybe wider sellers here that aren’t a part of Scaler-OS and share your thoughts and your experience the Scaler-OS as others kind of start asking what is this Scaler-OS network. But without further ado we’re going to jump straight into day two today is a big day so turn off Facebook distractions don’t turn off Facebook if you’re on Facebook turn off your cell phone. Turn off the TV in the background shut your office door let you let you loved ones know that you’re dedicated to this thing for the next couple of hours because we’re going to go deep and today you’re going to get the blueprint that pulls this whole strategy together this whole framework responsible for all of this results and all of this power is going to be broken down today so we’re going to go deep we’re going to pause we’re going to take breaths listening take notes and all of the resources will be shared at the end of today and for my VIP members we’ll be doing live Q&A again at the end of the call for my members. Stick around for that and also stick around to discover this brand new Scaler-OS service that’s coming through that only you have access to that centers around PPC but just in the Brendan I think we’re good to roll on day two is everyone feeling ready I see all my leaders here in the background everyone’s good there you guys jazz hands from Matt amazing just in over to you let’s share. All right let’s get this thing started here you know pull up bases properly and and yet we’re seeing you we’re hearing you and I believe we are ready to roll so let’s buckle up and go as you would say. All right so let’s dive in today we are officially jumping into the deep end when it comes to this framework like we talked about yesterday everything was around kind of the concepts for core concepts that you need to understand for all of this to make sense so today we’re going to actually put it a pedal to the metal and actually apply what we learned yesterday. So obviously big conversation product type determines the PPC strategy that we deploy there are three product types there are three strategies your goal today is not to memorize all strategies your goal is simply to look at the one that applies to your product that you brought to work on this week and figure out what to do next which we’re going to spend the next three days talking about your product stage and phase determine which campaign types you should deploy and win lots of more details coming on that today. Keyword research is more about not targeting certain words than it is about identifying your actual keyword targets this is huge when you see how the ad objectives come together we are starting with the hyper relevant keywords. That was the whole point of spending so much time on that if that is not understood properly you will do this wrong so like I said yesterday you have knowledge you have understanding you have implementation I only care that you implement correctly. Fourthly here only hyper relevant keywords are targeted for ranking purposes you’re going to see that in much more details today we also covered toilet paper map so just so you guys are where it is a thing and I promise you my reference wasn’t for nothing so hopefully you can appreciate a little bit of humor here at the start. So let’s dive in here we have the old seller method and this is what most sellers have been using for the past 10 years realistically they create campaigns with multiple targets multiple aces multiple match types yada yada and it’s that essentially cast a wide net approach okay that cast a wide net read the data see what it says and then you know strip it back okay that does not work and hasn’t worked for some years now unfortunately. The reason this doesn’t work is because Amazon’s own reporting capabilities do not adhere to that model they simply do not give you the data in that format that’s why it doesn’t work now the reason people do this because technically it saves you time up front okay when you just create a few campaigns or even a bunch of campaigns just a bunch of crap into it yeah it’s a lot easier to set up but what you end up trading off is years of work to actually optimize it properly. And what eventually ends up happening is you end up unwinding all the things you mix together because you literally can’t read the data it’s not that you don’t know how it’s that Amazon will not give it to you in the way that you need to draw a line to say this product converted it in this way and now we need to do X you cannot see the data it will does not or does not exist okay that was the old method we can no longer abide by that method. Some of the other issues with this where you can’t actually read the data cleanly right which is just said that this is the whole point of why the strategy where you’re going to talk about today even exists we need to have a campaign structure that actually allows us to read the data from Amazon and the way that Amazon meant it to be read all right I have a good some examples to go through on that Amazon doesn’t actually give you the complete data per campaign per ad group per advertised product or even add target so just really quick in the comments posted in the chat. Where does placement take place is that at the campaign level or is that at the ad group level or somewhere else what do you think where do you think it takes place there’s only one right answer. Yeah so we get answers in the chat box here campaign campaign campaign yes you guys are really smart I like it now what that means is if you if you know that it’s a placement data is only available and actually adjusting the placement is only available at the campaign level. If you have multiple ad groups or multiple parent products in your campaign what you’ve effectively done is told Amazon I’m not going to use placement I am actually not going to optimize my campaigns for conversion by placement that’s what you end up doing when you are mixing matching different products or targets or ascends or whatever in the same campaign that old method does not work anymore all right and eventually. Or ultimately what it comes down to that old seller method really can only be optimized for a cost so unfortunately a lot of agencies still use this methodology because that’s what they know that’s what they built their brand upon and that’s understandable but that’s why when they optimize your campaigns it’s always a cost driven because they literally cannot it is impossible for them to optimize your campaigns for conversion rate and rank because they are not set up in a structure that allows for that okay so. Essentially if you’re set up in this way mix and matching everything together your optimizing campaigns of batter and complete data and that is why it is so damn hard for you to analyze reporting and know what to do it’s because you are not working with Amazon you’re working against Amazon so we’re going to change that alright we’re going to be using objective driven campaigns and just for clarity get more sales is not an objective that is obvious obviously we want to get more sales that’s why we’re giving Amazon ad dollars okay but that is not an ad objective. In and of itself the ad spend by placement is where we are getting control that we’ve never had before okay we now can put a bit adjustment for top of search rest of search and product pages right Amazon kind of give us half of it a year ago or so we can affect top of search and product pages which is a kind of helpful all they did was open a can of worms and said good luck guys hope you can figure that out but now we finally have all three we can actually implement real change in our campaigns. Because of this we also have better data by placement by match type and spend the per search term if you have the proper structure okay if you don’t you can pretty much kiss that goodbye conversion rate and tacos are more impactful than a cost okay the old methodology to control a cost at all costs is no longer viable. For a few reasons alright one being you have a higher cost per click depending on the placement now than you used to have you can no longer hide behind a cost because cost per clicks have increased why they increased well if we can now put a bit adjustment on top of search or rest of search or product pages then guess what people will start spending more money on those placements which means the cost per click is going to go up it’s just a natural progression in the platform. I never keywords we talked about this a lot yesterday these are just as important as the keywords you want to target for ranking purposes okay this prevents waste at spend. And then product life cycle and timing of campaign deployment is key that’s everything we’re going to cover today that is the one thing I need you to really take home and understand. Profit first approach to PPC is what we’re going to be showing you alright everything that we’re going to show you today is to have a profit first scalable campaign structure and framework so you know what campaigns to deploy when to deploy them what to expect from them how to actually read the damn data so you can maintain them and very simple three easy steps okay. So because we have so many more options on Amazon we now have all these different placements we have way more advertising target some used to we have categories audiences we have brand to the promotions with all these random things that Amazon gives us to utilize from an ad perspective. But that doesn’t mean you should be spending more on ads that means you should be very targeted in the ad spend that you actually deploy. If you now have the option to select campaign placement that is going to have a higher conversion rate then just select that placement why are you targeting all of them or none of them which is the same thing right so we want to take a more targeted approach to where we put our ad dollars. So there’s a few goals with this framework that I want to be super clear on it is all about control and that’s over quite a few different areas the actual ad objective itself. Campaign targets this means I campaign target or an ad target is a keyword could be an asin could be an audience could be a category this is the thing that you were targeting in your ad right if you’re targeting a keyword that is an ad target the keyword could be an asin etc. The placement this is massive we know through thousands and thousands of lines of data that certain placements convert better for certain product types. If we know that we want to make sure we show up in that that placement okay we want to maintain control over that which is why the structure is so important because as we just talked about placements only at a campaign level. You also have conversion rate okay this is kind of the whole point of everything we need control over conversion rate and you can only do that by controlling the other variables. Wasted at spend this is going to be a big topic of conversation the next two days so we will kind of circle back here but again the structure allows you to control wasted at spend much better and ultimately tacos right we want to manage for tacos we’re not managing solely for a cost a cost is a helpful metric it is not the end of the all metric tacos is pretty darn close alright. So when you have control over all of these elements you have a profit first approach to scaling Amazon advertising for your products for your brand and so that you can maintain profitability. As you grow right remember growth doesn’t necessarily mean profitability but scaling is a profitable approach to grow. Okay so again like we talked about yesterday if we can control those variables we can maintain a high conversion rate which yields organic rank organic rank gets us free sales which will lower our tacos gives us more profit. To reinvest into more products and we can keep doing this over and over and over until we have a seven eight nine figure business that is the goal that is the game that we play on Amazon alright so what are we going to cover specifically today. There are four pieces here we’re going to go through the entire framework all three strategies per product time okay the seven primary objectives that you get to kind of pick and choose from and we’ll tell you when to deploy each of those depending on which stage and phase you’re in. Well tomorrow we’re going to kind of work backwards and show you how to unwind things if you’ve gone too far and are not profitable. But today we’re going to just give you the framework for that and then finally the preferred placements per product type okay these are preferred you obviously need to test always test everything all the time but we’re going to give you a good starting place to work off of. So tell me really quick true or false you cannot pay for every sale and be profitable is that statement true or is it false drop it in the chat let me know what you think. So Dorin saying true Nick saying false Matt saying true Michaela saying false all we’ve actually got quite a split there interesting we shall see how it goes. Mike on Facebook saying false. Pregnant saying true. We’re saying true Dave saying what true yeah that is it’s that’s pretty divided. I want some more feedback on whoever says false like why do you think that is how can you scale and pay for every single sale when the cost for clicks are rising. Year over year including fees on Amazon it’s interesting because no other business model agrees with that. But I digress will move on so here we go. Some campaign types lead to free sales and some don’t okay so this framework is meant to start with the ones that lead to free sales if we know that we don’t want to pay for every sale and we want to maximize profitability then we want free sales free sales come to organic ranking like we just talked about. So these assumptions are made based on everything that we talked about yesterday so this is how they show up in the actual framework so I really need you to draw the lines between product stage and phase with what you’re about to see now. So this is kind of like our operating system requirements okay these are things that are true that we know that we want to ensure are happening with your account so you’re only targeting hyper or very relevant keywords for ranking. Okay that is the assumption if you are targeting broad keywords and exact match campaigns for ranking purposes we’re not doing that that is not what we’re going to be deploying to you have applied your nevertheless on day one that was the whole point of creating that we don’t need to wait to find out something is irrelevant when we knew it was irrelevant when we did keyword research. Okay so those are the first two now there’s also Amazon data requirements okay this is when we talk about the structure has to adhere to how Amazon gives you data this is it. This is a non-negotiable if you don’t do this it’ll be the reason why you can’t understand and analyze the data because Amazon will give it to you in the way that you need it to show up in order to make the correct actions. Okay so that means you have one match type per campaign this includes auto campaigns you have auto close loose compliments and substitutes only one per campaign all right you’re going to see why this is true tomorrow when we go through structure. In greater detail transition I should say to one ad group per campaign again if we’re optimizing for conversion rate by placement and placement is only at a campaign level you can’t have 10 ad groups because if you affect the placement for one ad group you have affected for all ad groups okay that’s the issue with the structure. One advertised parent product per campaign if you have variations you can have multiple variations in the same campaign but only one parent product okay otherwise you’re not going to be able to draw the lines between conversion rate per parent because again Amazon doesn’t give you the data that way. All right so there are some exceptions here sponsored brands there you go multiple targets are okay if and pretty much only if you have no more than five per campaign. They also have to have the same intention right if you’re going to target more than one keyword or more than one competitor asin within the campaign it is okay within reason but they have to have the same intention all right you don’t want to you know target every color of the rainbow because that’s not really going to help really solidify the intention of that campaign because you’re all over the place. All right we’ll talk more about that later in the week Halo ranking campaigns this is primarily an exact match these do these keywords that do have a low volume this is an exception we will talk about that later today sponsored display and sponsored brands those by their very nature they have limited placements so you can stack keywords within reason I’d still recommend no more than five targets per campaign. So take a screenshot of this really quick just so you have it as a side note to think about as we go through this if you start asking well why are we doing it this way this is why most of this has to do with Amazon’s own data requirements more so than our own our requirements are pretty much based upon Amazon’s data requirements and how they give us data to interpret and what capabilities their own advertising platform has. So let us dive in oh whoops there you go just quick the multiple targets those are like most those are actually what you’re targeting in your ad not to be confused with that type I just want to make sure yeah good call out so multiple targets just for clarity as JB pointed out is this is what you’re targeting in your ad this isn’t the product you are advertising. Hopefully that makes sense it’s kind of tricky Amazon calls them targets and then for the product you’re advertising they call it advertised product there’s actually report called each of those things so let’s say well let’s just do a quick audience check is that is that landing for everyone type landing if that’s kind of if you’re getting that you understand the difference here yeah so I think so Chris no no so just reiterate the for me so we’ve got a couple of nose there to just reiterate that using maybe a different approach. Is it just a last bit here or yeah it’s the last bit the old targets piece alright so multiple targets for example if you create a exact match campaign and you put five keywords in that campaign that is five targets okay so if you had one campaign with let’s say 500 targets that would be too many first of all you would get what we call impression suppression which means Amazon won’t even give you impressions for most of those keywords so that’s kind of one issue and that’s why we’re recommending no more than five. The second this halo ranked campaign concept here you’re about to learn this is something you technically haven’t learned yet we’re about to go through this when you talk about a little bit yesterday but generally speaking if we were going to have let’s say a keyword high volume keyword we really wanted to rank for it we would put that in the exact match campaign single keyword by itself one ad group one target one advertised product okay so that’s your typical ranking campaign the next thing we would have is a halo campaign. With say one to five low volume keywords that by themselves they don’t have enough search volume to really justify being a single keyword campaign but if we put them in a stacked campaign where we have one two three four or five related keywords to the main one you were trying to rank for that’s your halo ranking campaign okay this is all going to show up in the structure that I’m about to walk through okay. Let me take it back Justin because it’s because people I think just want a simple definition we’ll break this down tomorrow more as well we go through an expansive definitions list and this is part of it so think of targets as your intentions right so like when I say targets it’s what you’re intending to go after to get impressions click sales so on so forth so with multiple targets available so you have your keywords asins categories audiences those are your intentions and that you’re setting in the campaign. To get all of the feedback with that with with keywords you don’t want to stack too many intentions or different types of keywords so if I have a travel towel I don’t want to go after travel towel and beach towel super high volume keywords different intentions so if I’m going to do halo campaigns I want to make sure travel towel low volume keywords with travel towel low volume keywords beach towel with beach towel keywords same thing with asins if you’re going after competitors you don’t want to just bundle a whole bunch of high volume competitors together because you’re going to convert differently against different competitors based on the number of reviews they have the price points all those things so take the child asins for that competitor target those isn’t one intention take competitor to take those asins target them as a separate intention so think of targets as intentions that’s really all we’re trying to say and we’ll drive more depth on this as we move forward in transition. Does that help hold guys? Yeah give us a feedback and then take if isn’t quite landing yet this will land as we get through the blueprint and into tomorrow’s day three so anything like this that just kind of is kind of making sense don’t let it block your understanding don’t let it block your active listening just kind of put it to one side and know that we it’s going to make sense here as we progress through the framework. Yeah and people were saying no or now saying yes so that was perfect guys I love how Brendan raises his hand. One zoom. I told him I’m going to raise my hand on the zoom. No it’s good man it’s good because it’s easy to get carried away with carried away with this stuff and let the kind of energy come through so it’s good to kind of stop pause and take so good. One other thing that I really love is watching how passionate all of you crazy is getting about this you’re like I got to bring this through this one thing about this one way of looking is so great I love it you guys are killing it. I just want to say if you forget in solar central it literally says targeting for you to be able to see what your gamers are like is that where you go from just like exactly it’s not my term is Amazon’s. Sweet let’s carry on rolling yeah one thing that Robert par just said to which I agree with me said you can also just keep it simple and only target one keyword per campaign then you don’t have to worry about any of that which I kind of agree with and that’s how I run my own campaigns personally because I prefer to know what is at a campaign level and you always. And the ties and tools bulk uploader does all of that in one click for you so as you start getting into well how do I manage all those campaigns we got you covered people don’t worry we’re going to get into that. Yeah and i’ll go on a rant on that tomorrow the next day don’t worry. So I just want to do without further ado let’s dive into the actual framework itself so this is not really a nutshell this is the nutshell broken apart into all of its tiny little pieces so this is the 1.0 this is the framework that we created about six months ago to try to figure out how in the hell are we going to break this down into something that is. It’s manageable and trainable so I only wanted to show this because I was really hoping at least one person is like paying their pants right now thinking this is what we’re going to go through because it’s not this is just something that we started with myself Brendan Justin Brown Robert par Mark Norton and all of the other leaders we spent months and months and months going creating this nonsense to get it down to this framework here. So what we’re going to talk about today with the actual framework is that entire monstrosity that you just saw this is it simplified. So it’s funny you know when people see the videos of obviously promoting the challenge and saying hey we’ve been spending six nine months testing this framework i’m pretty sure people think it’s all just marketing bump but no guys. That’s six months of growing work hundreds of man hours taking from what it was a massively complex approach and sophisticated it to a point of simplicity so just just flip back a minute flip back to that whimsical right there and then so from that. To and then go back to this one to that that is sophistication and that’s what Titans about so yeah when you listen to those videos and stuff I really mean months of work just thought i dropped that one in the chat or saying thank you to you guys thank you. Breaking that down from this massive monster to something palatable that can be actually applied. Yes. No i think it’s funny i wanted to share it because it is it is a lot of work that’s been going into this for months and months and months and i think it’s important for you guys to understand like we really do try to unpack as much as we possibly can. And this is the unpacking and this is putting it into something that is hopefully clear understandable and will give you the framework that you need to grow your business and as I said in the beginning profitably scaling. I don’t I just want you to profit now want you to be able to keep growing your revenue and maintain that profit as you go and that’s what we’re going to deliver here. So I need to break this down so there’s still a lot on this page it’s nothing like the whimsical that you just saw but there are a few different components of this now I also said there are three different strategies. So you have this first one which is for the non subjective product type so everything at the top is going to tell you for which product type it is for so for non subjective product types this is the strategy that you have. For semi subjective it looks almost identical so that’s a good thing right and then when you get into subjective things do shift a little bit again going back to what we talked about yesterday. With the number and keyword volume i’m sorry the number of keywords and the search volume of those keywords being a big factor are a bigger factor for subjective types. So as I go to this i’m going to start with the non subjective and then once i’ve gone to gone through this one I will break down view the differences in the semi subjective and subjective. For the most part if you have a non subjective or semi subjective product they’re virtually identical okay there’s only one real difference that we’re going to talk about and then we can talk about like expected timing but for now what I want you guys to do is not try to memorize everything on this. Page here you’re going to get this as a handout you will be able to reference it but what I want you to understand and grasp from this is the journey from going from phase one. To phase four and I want to talk about control I want to talk about when why and how we actually deploy these campaigns because all of this there’s a linear approach to launching a product and taking it through that phase four niche domination and reach stage so that being said. First thing is product type so at the top you have your product type and it’s going to tell you the strategy that we’re going to deploy okay the next layer down is your stage okay this is why we talked about stage in phase yesterday so the launch stage which is here this the typical outcome from this stage is to get free traffic in other words you get organic ranking. Alright when you get into the scale stage the outcome is cost effective traffic okay we’re still maintaining a high conversion rate regardless of which stage we’re in but what you can see here is a product type is not subjective there are two stages and within each of these stages you have a phase one a phase two for launch and then a phase three and a phase four for scale so these phases align with the same phases and stages we talked about yesterday but in this context what we’re doing is assigning an ad objective. To each of those and then campaigns down below and I’ll go to this kind of one by one so that you can see how this all flows together I don’t want you to try to memorize what campaigns go where I don’t even have a memorized I literally just look at the sheet or so the gold not to memorize everything down below it is to understand the concept and the timing around when these things get to point. Okay so if the product type is a strategy then the timing of certain campaigns and certain ad objectives is dictated by the stage and face okay the product life cycle that we talked about yesterday so what you can see and again I’m not going to go to details just yet on these down here but in phase one we are starting with an ad objective for organic ranking once we’ve accomplished that objective which meets the graduation criteria we talked about yesterday then we move on into phase two or we can introduce more traffic. And the ad objective for those campaigns is going to be targeted discovery these campaigns still yield a high conversion rate we have less control because they are broad and auto campaigns however we can still maintain a high level of control here so phase one ad objective is rank meet the graduation criteria which we talked about yesterday we can reference again later you get the phase two you add more traffic remember yesterday we talked about if you go from the launch stage to the scale stage the biggest factor is the scale stage. And the biggest factor really is profitability so the expectation for you when your product and your brand as a whole is you get to profitability in stage two I’m sorry in phase two okay when you are in this phase as you go through it you should be building to and then achieving profitability that is the expectation which means phase three and phase four or technically not really needed you these are optional and can be added should you have the opportunity to do so so in the same way once you’ve applied everything in phase two you have everything in phase one are to deployed there’s additional graduation criteria again where to talk about that yesterday and you can move into phase three. As you move down these phases you’re introducing new ad objectives and new campaign types okay so in phase three for non-subjective product types you have a boost campaign type which I’m going to explain these in a lot more detail in a minute and then you have a brand defense ad objective okay these campaigns have less control then what you have over here in phase one and phase two that is the whole point of this color system okay and then again Justin. Yes I again I don’t want to interrupt your flow I appreciate so I want to I want to start to create a divide here and make sure we can take this in sequences because the one thing I want you guys to take away from this just to set up the conversation is so non subjective we talked about it yesterday the one non subjective product is the more keywords that you’ll be able to target that you’ll know are hyper relevant at first right so if we know that going into non subjective when you start phase one that’s the reason why we have a separation in a gap between phase one initial traffic and phase two targeted traffic because you don’t need as many targeted discovery campaigns because you’ve already discovered the keywords. So it’s really important to kind of understand the relationship between one why things are green. So we’re trying to stay as focused as possible. The one thing you have to do at launch for every single product type in phase or at least in phase one and phase two is stay as controlled as possible for as long as possible and you do that through sponsored product exact matching targeted discovery campaigns. So that relationship stays true for all three. The deployment of how soon you insert targeted discovery traffic will depend on the product type and how much of a need you have to insert traffic into that because of the lack of depth for exact match rankable keywords. Does that hit for everybody? Give me a yes in the chat. Just to kind of drive home that one pillar and looks like I’m having a celebration here. Cool. I wanted to make sure because this this can and Justin we call this out when we’re planning this. This can get very boring and robust if we just go top to bottom through the entire thing. So I wanted to try to at least break it up and just understand you have to win the search traffic first and then the most controllable search traffic first. That’s going to show up in your sponsored product rankable campaigns. So exact match campaigns in your targeted discovery. So your auto close your broad your phrase and that’s where we put the campaign types below the actual ad objective as well to give you guys some context on how to do that the most controlled way. And then we can go into every other product type if you want to kind of cover that one point. Right on. Okay. Cool. So thank you Brendan. Appreciate it. So same thing applies as you move over. As Brendan talked about you’re giving up more and more control as you move from left to right. So as we move into phase four there’s other graduate criteria and then there’s additional ad objectives that we’re going to deploy each of those ad objectives has a different set of campaigns. All right. So the one thing I do want to reiterate at this point product type that’s your strategy. The timing of deployment is in the product life cycle and then the ad objective is the intention that you are placing on that campaign as you move through the phases. Okay. As Brendan pointed out phase one of phase two you have the highest chance of conversion at this point because these campaign types yield a high conversion rate targeting a single hyper relevant keyword is going to have a much higher conversion rate potential than targeting SD audience campaigns. Okay. Responsive display audience target campaign. By its very nature this campaign will convert higher than this one. If it doesn’t something’s wrong with your keyword. Right. So the key point here is understanding how everything flows together. Think of this as like time. Right. So when you go from phase one to two to three to four this is over time. You can spend six months and phases one and two. You could spend three years. It doesn’t really matter so long as you are profitable at some point during that time period. Okay. So just to reiterate on the color system here this is super important. The green anything in green regardless of whether it’s got a little dash thing around it or not anything in green is going to be the highest amount of control over the target in your campaign. So in this case it is a single exact match keyword and this broad campaign. It’s still a single keyword in a broad campaign. You also have auto close. All right. So the control you have over the actual target itself is highest for anything in green and that’s one of the reasons why it is green. The search intent for the customer is also a buying intent. Okay. Think about how a customer shops they go to Amazon they type in a keyword to find a product. If you know that you’re only running ads on hyper relevant keywords you know that the buying intent for that keyword is there and that customer is looking to make a purchase. Okay. So anything in green has that search intent. All right. And because it’s a hyper relevant keyword it is going to have a higher chance of conversion. When you get into yellow. Okay. The yellow and red are essentially optional campaigns that you can deploy and you were not we’re relieved at that for now. All right. You have a media level of control. Okay. So auto substitutes for example this is Amazon targeting other products like yours. All right. You have a sponsor display for a subcategory. You have so little control compared to a single keyword. Okay. So you are limited on how much control you actually have over the ad target with anything in yellow and red for that matter. So it’s about a medium level of control. Okay. The search intent is still buying. However the actual target itself is going to be less relevant than anything in green. So when we talk about giving up control as you move from phase one to phase four, it is because the campaign types you’re deploying by their own nature have less control to offer you. Okay. Is that tracking? Is is the green to yellow to red concept making sense? All right. Cool. I’m getting yeses. I got to indeed. So proper search. Yeah. And I can see Robert jump on camera, Robert podge and punk cameras. I can see Robert also dropping some knowledge bombs here and helping kind of really kind of sideline the conversation. So Robert, what are your what’s your perspective on this? Because you you’re you’re you have an amazing ability to kind of frame these conversations and simplify them down to a point of simplicity. So yeah, what’s everything Justin has kind of said here, how are you making it land there in the chat box? So a couple of things what I just was pointing out is you’ve got to going back to the very beginning every campaign must have an objective, right? And in phase one, the objective here is listed as rank, right? So you’re trying to get organic ranking. So that means that the campaign types you deploy need to be ones that have the possibility of actually helping you rank. And so that’s why we don’t have a sponsored brand video there, right? We aren’t doing sponsored display ads in there because that’s not what those campaigns are really effective at doing, right? They’re not going to drive rank. They can get you sales, but not rank. So that’s why we stay with the sponsored products keyword targeting campaigns. You notice that they’re not even ace and targeting campaigns. Same thing product page placements can get you sales, but they don’t really support the rank and the ace and targeting stuff is not going to drive rank. So that’s the idea is that you choose the right tool for the job. And I think maybe in the past when we said everything was managed to acos, it was because the only tool we had was a hammer. So every problem looked like a nail, right? But they’re not all nails, right? You know, sometimes we’re trying to put a hook in. Sometimes it’s a screw and sometimes we need Velcro. We’ve just got to find the right tool for the job. As you move further along though, and you start getting say to phase three, you’ve maybe begun to exhaust the number of highly relevant and even relevant keywords. And there’s only so much search volume out there to be had, especially in niches where it’s a little bit more subjective. And so now in order to be able to keep growing your sales, you have to go to those other ad types, which can scale, right? Which can go beyond the very finite set of keyword search volume that’s available. So that’s kind of how I’m thinking about it. And then for anyone who’s maybe still stressed out over this chart, if you’re not in phase four, not likely to be in phase four, just kind of ignore that side of the chart for a little bit. It gets a whole lot easier to digest if you look at phase one, two, and three, which is where the vast majority of folks are going to end up, you know, the vast majority of products, at least, are going to end up living. There’s not very many are going to go to the far side. So those would be some things to think about. Robert Pa, Mr. Miyagi of PPC, right? That’s that’s what you’ve just been coined, Robert. Mr. Miyagi wax on wax. If I could say, Robert is probably the true rose at a stone because he takes all these complex things and really breaks them down for people. JB’s trying to get rid of his nickname already. Look at that. We got Miyagi and Resetta Stone. I’m going to call him Miyagi and Resetta from now on. That’s the new name of the work party. But I think that the key point here is you stick to the left and gain and keep as much control as possible for the objective that you’re targeting. And then as you scale through the maturity of the product and exhausting the target, that’s when you move right on the blueprint or on the framework. But as you move to the right through phase three, interface four through the first, second and third priorities, you’re giving up control in their targeting. So Brendan, sorry, over to you now. I just really wanted to kind of summarize that point. Yeah, I think and I want to try to get this framed because we have slides that go through each ad objective. I think it would be good to go through and start that process and we can reference back to this as we go just to sort of like really fundamentally go through each ad objective because if I’m a seller, I’m wondering like why certain ad types are put in certain positions. And you just have to understand the fundamentals. I think we’ve covered it broadly and Robert did a fantastic job of summarizing that in his Miyagi way as he does. But I think it would be good to go through each of these ad objectives, Justin. If we want to maybe get back to the slides and then reference this, just to kind of draw lines to each one. So you understand the objective of each and then we can go back in and start talking about how you apply these to the each product type and phase to show the differences. And just while just just him, just while you’re doing that guys, you’ll notice the topic says product types. So this is the non subjective framework and then there’s two more for semi subjective and subjective. So yeah, just in back over to you. Very cool. So let me just finish off the document really quick, just the, I guess, makings of it and then explaining the differences between each product type and then we will dive into the ad objectives so you can really start tying the pieces together. So we understand the product type is the strategy we have the timing and then we have the intention in each ad objective. When you look at the differences between non subjective and some work, there it is, non subjective and semi subjective. The only difference is going to be placement. So remember earlier we talked about the highest likelihood of conversion per product type will shift. Okay, for non subjective products, these are typically commodities, these are typically things are what the customer types in is exactly what shows up on Amazon. So your goal is to test top of search as your primary bit adjustment, whether it’s 20% or 25% or 100, you’re going to test. Okay, once you are familiar with it within your brand, you’ll know what to do. We typically recommend 25%. That’s not the point of today. Okay, so for semi subjective, you’re going to be testing both and that’s really the primary difference between the two. The actual timing of campaign deployment is the exact same. All right, and then finally when we get into subjective products, the only shift that you’re going to see, let me go back here, so the only shift you’re going to see with subjective products is when or what campaigns or what ad objective is in phase two. Okay, or phase one, sorry. So when you look at phase one, the only difference between the subjective and the non subjective and semi is in phase one, you are starting with targeted discovery as well. Okay, the reason that is is because the likelihood of you having more than one or two keywords specifically for ranking purposes are pretty slim. If you don’t have a bunch of keywords that you can put in exact match campaigns, you have nothing to do in this category, right? This ad objective is going to be very hard for you to deploy or I should say you’re going to get through it really fast. And once you do that, you need to very quickly start introducing new traffic because otherwise you won’t sell anything. So the biggest difference between subjective, non and semi is the timing. The ad objectives do not change. The ad campaign types within them do not change. It is simply the speed at which targeted discovery is introduced during phase one. Okay, so the last piece is going to be the rest of search bit adjustment. We know pretty much beyond a shadow of a doubt, 99.99% of the time, the rest of search will convert better than top of search and product pages for subjective products. Okay, especially during a launch. So that’s the core difference between the two strategies. It is literally the timing of targeted discovery and therefore boost as well as it comes into phase two. Okay, so is that clear at least enough for now? Does everyone understand how the strategy works out, the timing of everything and all of that stuff? Perfect. All right, let’s get into the next part of this. All right, so before we kind of touch on the ad objectives themselves, I want to make sure these points are clear. The whole and Brennan said this earlier, but if you cannot convert here, you have no business targeting campaigns over here, regardless of your product type. Okay, you have a high level of control over here with these campaign types and these ad objectives and you have very little control over here. In fact, in CPM, you have no control whatsoever because the data is wrong or inaccurate or incomplete. However, you want to look at it, you can’t use it. All right, so really good data, really clear decision making, highly expectations for conversion rate, the complete opposite on this side. So we want to make sure that whenever you were starting out, whether it be a launch, relaunching or whatever phase you’re currently in, the campaigns you have deployed are the ones that give you the most amount of control. All right, so placements and search intents, I’m just recovering this to make sure it’s super clear. Remember that a consumer starts with top of search and rest of search via a keyword search. Okay, for exact match, broad match, phrase match and auto campaigns. All right, that means a customer goes to Amazon, they type in a keyword and the first thing they see are a bunch of search results, right? And your ad is going to be either a top of search or rest of search. Okay, that is a very good buying intent placement. That is what the customer expects to happen. That’s where they go to find the product that’s going to solve their problem. Okay, every other placement has a shopping intent. Okay, so this is placements that could be for a sponsor display or even sponsored products product targeting campaigns. Your ad does not show up in the search results in those cases. They show up on another competitors page or in a bunch of other random places to be fair, depending on if you’re on mobile or desktop. So if we know that the customer is expecting to find the search results for the keyword they typed in in the top of search and rest of search placements. All right, we need to show up there. If we also know that the customer doesn’t actually know what they want yet in the other placements or ad inventory, if you will, that’s available. Then we likely don’t want to show up there as often. We do still want to show up there, but not as the first place that the customer sees. Because again, we targeted hyper relevant keywords here. So if we know they’re super relevant for our product, we definitely want to show up in this placement. Okay, oops, go back. So just to reiterate, make sure that’s clear. Conversion rate is highest for top research and rest of search because it is the only placement that has an actual buying intent behind it. Okay. Now the customer can get to a buying intent by clicking on 20 different listings, but again, this is why the foundational elements of hyper relevancy were so important yesterday. If we know the keywords type of relevant, we want to show up in the placements for the highest buying intent for that keyword. I think I’ve beat the horse of death on that point. So as Brennan said, prove yourself in the search placements before expanding into all other ad objective placements that exist. So key takeaways. Product type is a strategy. Product life cycle is the timing. Ad objective is the intention. All right. The green light is the highest control over your ad target. And the search intent is buying what the highly highly relevant keyword or asin, depending on what the campaign is. Yellow, medium control over the ad target. And the search intent is buying, but the keyword or target is less relevant. And then red, it is very low control over the ad target and replacement. And the search intent is shopping. Okay. Or you have no or low data accuracy to support any decisions you might want to make. All right. So placement just as in summary, the highest chance of conversion rate is on page one. Hold on. What does this say? I think I’m mistyped that one a little bit. Ignore that last bullet. I don’t remember what that was supposed to be. So these are the key takeaways thing of the type of key takeaways for what we just went through. Now, let’s talk about and reset. And this kind of shake it out a little bit. Is everyone tracking so far? Everyone understands the timing component. Everyone understands the ad objective component. Everyone understands product type all that stuff. Perfect. All right. Yeah. So I’m just saying that everyone’s everyone’s tracking. Let’s just take a breather here and kind of summarize kind of where we’re at in the process. So we’ve identified product types. We’ve identified stage and phase, which is the timing component. And now we’ve broken that down and aligned the ad objectives to the correct and appropriate stage and phase of the product for the product type. And what we’re about to jump into now is a breakdown of each ad objective so that you have an understanding of what that campaign type is, how to deploy it and why the objective aligned with the phase. Am I correct in that statement, Brendan? Is that a, are we good with that? Yes. And Athena, how are people kind of picking us up? And I want to make sure that kind of we’re giving people a chance to breathe here because we’re definitely going through a bunch of a bunch of depth here. I’ve got super passionate about Tyson in the beginning there. I think you guys are all super intense. And it’s what I love about you. So you guys are awesome. Dan was like, let’s go guys in the beginning. And I love it. It’s like the 300 warrior vibes. And that’s very tiny. So I love how we’ve got, oh my god, people are calling Professor Robert Parr. I love that. So now he’s the professor. So we’re going to just go with professor there. And then, you know, we’ve got recessed. I don’t know if you like that. But we need some more nicknames for Brendan and Justin. I think I think we definitely need that. But yeah, it’s been fantastic. I already have a book in calls with me, which I’m really excited to be able to chat with you guys. So I’ll drop the link in here because any questions you guys have anything that you need, like we’re here for you. So I just put the link in there. You guys can grab that and we’re going to chance to chat. All right, guys, sweet. I can say Athena, Justin goes by Mr. Babe just so everyone can get that clarification now. Everyone calls him Mr. Babe. Everyone here can call him Mr. Babe. It’s totally cool. I think everyone should, everyone should drop a Mr. Babe in the chat box. I think in the comments on Facebook, let’s just see. All right, just want to make sure that that’s fresh and clear. Also, wait, aren’t you, Bren, done? Isn’t that what we, we’ve called you, Brendan? Sure. What was the other one? What was the self adopted one, Brennan? What was the self adopted? So when I go to Justin’s house, he has a coffee mug that says Mr. Pantastic and every time I go to his house, I use that. So Mr. Babe, Mr. Pantastic sit inside by side and make things happen. Staring into the sunset. I’ll claim it. I’ll claim it. Can somebody please make a superhero meme of Justin and Brendan as superheroes Mr. Pantastic? No, it’s so bad. It’s so bad. Right, I have objectives. Let’s roll. All right, we’re moving on. Okay, so let’s talk about the advertising objectives and what we have. The first one is rank. Okay, the abbreviation is rank. It stands for organic ranking and it is for organic ranking. I know that’s a shocker. You probably couldn’t have guessed, but just so it’s clear, we’ve got to written down. T-disk stands for targeted discovery. Okay, this is discovering new hyper relevant keywords. Again, in these campaigns, you have applied your nevertheless. So the only thing that Amazon should be giving you or primarily giving you is hyper relevant keywords. Okay, these typically might have lower volume and that’s okay. They can live there, but we want to make sure we find those in addition to whatever we found during keyword research. The third ad objective is boost. This is boosting sales. Okay, and this increases sales and BSR, but it’s not for ranking, right? Most of these campaign types, which we’ll get into as we go through this, they have no ranking benefit other than impacting your overall conversion rate, but there’s no direct correlation between keyword conversion rate and organic rank for that keyword. That does not exist for these campaign types. And the irony is there’s a bunch of them. All right, there’s actually a lot more there than there is for ranking and targeted discovery. Four is brand defense. Okay, this is its own ad objective and it will basically exist to put your own brands keywords into that campaign type, primarily to prevent it from showing up in your targeted discovery or boost campaigns and basically hiding how poorly they’re actually performing because your brand is showing up. Okay, so brand defense is number four, LDISC or a loose discovery. Okay, this is discovering new somewhat relevant keywords. Again, there’s a reason this one is saved for phase four. You’re not going to find or hopefully by this point in time, you should not be finding a whole bunch more super hyper relevant keywords because you should have exhausted them up here. All right, so loose discovery is something that happens later on in phase four. Top of funnel. So it’s pretty much what it sounds like. This is top of funnel or brand visibility ad objective. So think a bit like a customer’s not even looking for your stuff. They’re just looking for things for their kitchen and you show up with your blender and say, hey, buy my blender. It goes in a kitchen. That’s top of funnel in a very crappy example. All right, you also have CPM, which is short for VCPM or cost per mile or per impression depending on which definition you want to go with. Okay, this is impression-based marketing. And unfortunately, the way Amazon gives us the data, it’s really bad. To the point, the only way you know if these campaigns are working is take a snapshot before you started them and then a snapshot a month later to hopefully sales increased overall. But even Amazon can’t give you the data because they don’t have it either. So that’s great. So these are the seven advertising objectives. Okay, these are the seven primary ad objectives. I’m sure there’s others that we’ll talk about at some point in the future. But when it comes to creating a profitable scaling mechanism for your advertising campaigns on Amazon, these are the seven you’re going to choose from for the vast majority of you. One through four is going to be where you live for a very long period of time. So I don’t want to spend too much time on loose discovery, top of funnel or VCPM because quite frankly, most sellers shouldn’t even be running them. They are trying to to chase vanity and chase revenue. But if we look at those campaigns and we find out they’re not performing, just turn them off. They’re not performing as in you’re losing all of your profit because you’re overspending and not converting. That would be a problem when I eliminate those. So we’ll also cover these. Sorry, Justin, we’ll also cover these a lot tomorrow on the transition piece to try to work backwards and make sure we cover these a little bit more in depth. And if we can just kind of highlight, if we look at the first two, those are all, I mean, you have to literally enter a keyword in order to start those campaigns. All the rest, you do not actually enter the keep well sponsor brand, I guess, but that’s that’s ambiguous. But for the most part, the red L disc top of funnel, those are all going to be like, you know, in boost or all going to be like asin based campaigns. Love it. Right. All right. So we’re going to break these down one of the time. Brett and JB feel free to chime in as we go through these. So rank, let’s talk about it. Let’s break it down. What is it? Obviously, we want to achieve organic rank. Can we out to that? The conversion rate on these campaigns must be higher than your listings overall conversion rate. And in some cases, you would actually want it to be higher than your PPC overall conversion rate. So we’ll talk about more of that later on this week. But that is one of the caveats and how you actually get organically ranked, converging rates, everything here. We do have a higher a cost tolerance. Okay. We’re investing in rank. The ad objective is to get ranked for keywords, not profit on that campaign. Okay. This is the issue that we talked about earlier with a cost driven management. If you’re driving down your cost per click in order to achieve a good a cost and as a result, you never write for a keyword and never get organic sales. What you end up with is a low a cost and high tacos. That is backwards. That needs to go the other direction. We’re totally fine with the high a cost that we have low tacos. All right. For this particular ad objective. Now, the campaign types you’re going to use this for are sponsored products, exact match campaigns, single keyword is preferred. I personally, that’s what I do. I don’t stack any campaigns. You can, within reason, again, five being the max. But generally speaking, single keyword campaigns, those are meant for ranking. You have to be able to draw direct correlation between my ad campaign, my ranking campaign for that keyword is performing very well at a 25, 35, 40% conversion rate. And I can see my organic rate go up, up, up, up, up to page one as I continue to convert at that high level. Okay. Now, for non subjective product types, higher conversions like that are very possible for subjective products. A 25 to 40% conversion rate might be a pipe dream. So just bear that in mind. But regardless of your product type, the rank objective remains the same. The only real difference between non subjective and subjective is going to be the quantity and search volume of those keywords. So campaign timing, just kind of driving this back home. And just for reference, you know, I meant to bring this up before we started, we are here. Okay, when we talk about organic rank ad objective, we’re in phase one for every single product type. And it is this pillar, if you will, that we’re talking about. Okay. So the campaign timing for non subjective semi and subjective, we’re going to be deploying first. Okay. And you can see kind of the differences here. Again, going back to the graphic for non subjective. That’s pretty much the only thing you’re deploying for semi subjective. You’re going to deploy those as well. But you can also deploy a broad campaign and I’ll circle back up there to explain that in a second. For subjective, you’re deploying when possible. If you have zero hyper relevant keywords, that means you’re going to have zero ranking campaigns. It doesn’t mean you find something that could make a sale. It means you have zero. Okay. And then you start target of discovery as needed. So just to kind of show you how that works in this kind of flow. So this is for non subjective products, you’re going to start with your ranked campaign objectives. And that’s kind of it. And this box here, when you see this kind of broad single keyword campaign, the reason this exists is in some cases, but not all when you start launching with just exact match campaigns or launching in general, doesn’t really matter what you start with. Sometimes for whatever reason, your listing simply is not indexed. So in the event that you do not index for anything and therefore Amazon won’t give you any impressions on your exact match campaigns, you can start a broad single keyword campaign. Ideally, that keyword is related to the keywords you have deployed and your ranking campaigns. Okay. Any call outs on that, JB or Brennan? No, I think you got everything. Sweet. Yeah, nailed it. All right. And then subjective, let’s talk about that really quick. Don’t want to forget about all my subjective sellers out there. So we are still talking about the rank ad objective, but again, the likelihood that you have a bunch of keywords here is slim. You could supplement sellers. You probably have a crap ton, but you’re kind of one of the only exceptions. If you sell jewelry, you pretty much have zero. Okay. But if you do have keywords, then you’re going to deploy them just like you would for a non-subjective and semi-subjective product. But again, because we’re in phase one, you would also start with targeted discovery. Again, the assumption being you don’t have any keywords to target for ranking purposes. So that’s how the timing works and how it is kind of split apart. Okay. So just to be pro tips on this, these campaigns are typically more expensive to run. Just like we talked about in the very first start of this training, whenever we can influence cost per click and every other seller has that same capability, the cost per click per placement will go up. That is just the nature of the Amazon advertising platform two days. So it is okay that it’s more expensive. Your cost per click could be really high. So that is why we are putting so much emphasis on the hyper relevancy of that keyword. Okay. Now again, the purpose is not to break even or we want to break even. We want to be profitable. Yes. But if that is not a possibility, do not forget the purpose is rank. That is the whole point. Okay. We have one product in our indicator brands that we have here in Scaler-OS. And their cost per click is like, what is it JB? It’s like four to five dollars and they’re selling prices like 17, 99 or something like that. It looks horrible. I can’t do what? I say it’s awful. Yeah. But the caveat, the caveat to that, yes, it’s a four dollar cost per click that a cost ranges from what 80 to 100% give or take about. But the conversion rates like 40% on that campaign. So that means or that is the reason why we can actually rate for that keyword at the top of page one. It is a come commoditized product. It’s a non subjective product for the most part, I would say. And that is why we allow that to happen. It is maintaining a very high conversion rate, which allows us to rank. So despite the four dollar cost per click, we are going to run it. It is serving its purpose. It’s ad objective is rank. So we’re going to continue to run that campaign. We do not care about the a cost. Now in all fairness, if the a cost is like 500%, yes, we care, or even 300% we care. But if it’s, you know, two times your profit margin, then you can pretty much ignore it for the most part. I would say, is that wrong or any other context you want to add there, JB, or Brendan on the kind of, I think you’re spot on. I would love to hear from everybody else. How many of you guys are still running your exact match campaigns or your rank campaigns based on a cost like you’re trying to keep them profitable as you scale them? That’s a good question. Yeah. Lots of people. Welcome to the death spiral. I think we need to mean that one. Welcome to the death spiral. So touch on that a little bit more, JB, because essentially what they’re doing is if they’re controlling the rate campaigns for a cost rather than rank, which is effectively what you’re doing from a tactical perspective. How does that introduce them to the death spiral? Yeah. So it’s really interesting. Like I was victimized by this so many times in the past. I would start off with stack campaigns. We would get a product that would hit the top five. And we’d stay there and life was good. And then at some point what always happens, somewhere around the nine month mark, you start to see like this decay. It’s generally because new sellers are starting to come in. They’re really attacking keywords that you traditionally went after. You’re relying on your view mode, maybe not trying to introduce new designs or new products coming in. And in all of a sudden, it’s like six months after that, you’re looking you’re like, well, I’m down 20% six months after that. I’m down 80%. So that’s really what it is. And without the control of the placement, it’s really hard to try to get out of that. And that’s why I think that’s why they labeled it death spiral because no one had a solve. But if you control your placements, you do have a solve. Love it. Right. This let me also just extra context on this. This is like the quickest way to stay at like the middle or bottom of page one and never make up for or invest or get the investment back from what you’re putting into PPC. So you can keep a profitable on a campaign level. But if you’re not putting enough volume into it and you’re not getting enough sales out of it and juice out of it, you’re just going to stay below the fold. You’re never going to get paid back for that investment. So that’s why we want to focus and invest into these keywords. That’s why we’re willing to overpay on some of these campaigns because we know it’s going to generate free sales later. And honestly, everything that we talk about from an advertising perspective, just go on a mini rant is is is designed to lift or rise the tide for everything so that we can go get more of those free sales. Like everything should be deployed so that props up your conversion rate so that you get better ranking so that you can get more free sales. So targeted rank campaigns are the first start of that and then you build on top of that by propping up the conversion rate and getting paid back for your investment. This actually both. Every time you want to one. There you go. I love it. All right. Let’s move on to the next ad objective. So this is targeted discovery. So when we are looking at the framework here, we’ll start at the top again. So for non subjective products, targeted discovery shows up in face two. All right. Now just quickly on the graduation criteria. So I saw a few comments in the chat on this. So you have graduation criteria between one and two, two and three and three and four. The graduation criteria is something we talked about yesterday. I can’t pull it up super quick. But I can at the end of this as we go through this. But if I were to just say in a nutshell, the only reason we put this kind of pause here and the reason there’s graduation criteria in the first place is because I want you to do just that pause with adding more variables all at one time. So for phase one for non subjective products, the first set of variables is the initial traffic and the campaigns you set up. Okay. As you rank for those keywords, you get more variables in terms of organic traffic, which also is going to impact your conversion rate. Once all of that starts to stabilize and your traffic or your impressions, clicks and last sessions. There we go. Your organic sessions. Once all that starts to level off and your conversion rate starts to stabilize a little bit. It still won’t stabilize great in phase one. But once you get to that point, we’re like, okay, things are starting to be pretty normal from day to day. You can add more variables. Okay. You have these things under control. Once they’re under control, you can add another layer. Once you have all that controlled, add another layer. Once you have control, add another layer. So the point of the graduation criteria isn’t to be like, hey, you have to tick all these boxes. No, it is to make sure that you don’t add 50,000 campaigns with a bunch of different ad objectives, a bunch of different intentions all at one time. So that’s the point of these. Don’t get too caught up on the graduation criteria. So sorry, many ran on that. Okay. And this is this is basically trying so for our course portal, you’ll understand the analogy, but this is where it kind of ties in dance and really mine, because I gave me the idea. Everest analogy on the climbing and getting to the camp. Did you know, Brendan? I did. I did. Did you? That’s how we talked about it. Yeah, it’s fine. Okay. Let’s just recap the Everest. Let’s take a second and just recap that analogy for people, just especially on non-tight members. Yeah. So you taught me, so I think you can take everyone else, right? Oh, exactly. Well, exactly. So phase one through four is basically like a base camp at each level. So like what Justin said, when you get through phase one, you’re at base camp one, you need to stabilize, understand the progress that’s coming in, be able to measure that, and then move on to phase two. It’s kind of like acclimating to the air as you climb the mountain essentially. If you go too fast, you’re going to run out of air quick and you’re going to spiral out of control. You’re going to go to death friles. Your conversion rate is going to be impact. You’re going to overspend. So we want to avoid that. So essentially, you’re trying to take this step by step approach, get up to a stable point. So phase one to phase two, when you’re in that graduation, you’re pausing, looking at the conversion rate, stability, looking at the progress you’re making at your ranking keywords is your organic percentage of sales going up. Okay, great. Now I can move on to phase two. Let me add target discovery. Manage that a little bit. Manage wasted at spend. You should be managing it already automatically with the nevertheless. So you shouldn’t have to worry about super complex keywords coming in and ruining your conversion rate. So then as you start to get the acclimation and get the success back, then it can propel you into the next phase and next phase all the way to phase three, where once you’re profitable, you can basically at that point assess now that I’m profitable, I’m acclimated to this level. Do I want to add more and keep climbing the mountain or do on the stabilize here for a while and then move on to the next product even. So just to kind of give you an analogy, hopefully that paints a picture. Yep. I like it. Cool. All right. So I was talking about target discovery. All right. Cool. I was like, where am I? I went on a rant and then we ran to it again. So phase one, that was ranking. Phase two for non subjective products is where we introduced targeted discovery campaigns for, oops, for good inscriptions. For semi-subjective products, it’s the exact same thing. Okay. And then for subjective products, targeted discovery is started in phase one. So that’s the timing difference for each of the product types when it comes to the targeted discovery ad objective. Okay. So the campaign goals here, we want to find new ranking opportunities. That’s why they are targeted discovery. The expectation is these keywords or search terms rather in their case are going to be hyper relevant. All right. We still want to keep our conversion rate above the listing conversion rate. That’s pretty much true for every campaign you’re ever going to deploy. All right. We want to do that. We do not want to drag down our listings conversion rate. We are looking for low cost sales to create that halo effect. So no, there was a bit of confusion on that earlier. But again, if you’re targeting, you know, let’s say you have a ranked campaign that’s targeting just the same example, Muslim Swaddle blankets girl. Okay. That’s your rank keyword in your ranking campaign. Well, you’re targeting discovery campaigns, whether it be an auto close or a broad campaign, they can also create a halo effect. So if you have Muslim Swaddle blankets girl, as an exact match, single keyword campaign, and you also have that same keyword deployed as a broad campaign or even a phrase campaign for that single keyword you have running in your rank campaign, you’re creating a halo effect around this term you really want to rank for. If you can maintain that high conversion rate in this campaign and this campaign in this campaign for that same targeted keyword, you have a positive halo effect. This will boost your organic ranking faster and more predictably than if you just targeted a whole bunch of random keywords with no relation whatsoever. Okay. So that is how that halo effect comes about when you introduce targeted discovery campaigns to your catalog here. So the campaign types are relatively straightforward. Let’s get them all out there. You have sponsored products. You have a single keyword broad or phrase campaign. Okay. And making sure this is very abundantly clear. You are applying that never list immediately. You’re not waiting to get a click on an irrelevant keyword. You already knew was irrelevant. That’s called wasted at spend. We want none of that. Okay. So single keyword broad or phrase campaigns. If you have relevant keywords with a thousand plus search volume, you can deploy them here. Okay. You could also put those in a single keyword campaign and then negate them in your broader phrase campaign negative exact match. I should say very specific. So if you were running that same keyword in an exact match campaign and you also put it into a broad campaign, you want to negative exact match that keyword in your broad campaign. All right. The other campaign type is your sponsored products auto close specifically close, not lose, not compliments, not substitutes. All right. So auto close. These campaigns should have the highest conversion rate out of the other three options that you have. That’s why it’s specifically that one. Okay. And ask a quick question to the group, Justin. How many how many of you guys are running auto campaigns, but you have close mixed with all the other match types within auto, be honest. Yeah. There you go. You get in a bunch of feedback then guilty me. Yeah. And then we’re getting we’re getting some people saying never not running. Yeah. I say I say I stop my auto’s. Yeah, I see some tight members listening. So that’s great. We’re going to be going through a lot of transition examples tomorrow. This is going to be one of my one of the things I start off with. So it’s good to understand some of you guys are struggling with that and I’ll show you how to reverse engineer tomorrow. So see a lot of people saying they stopped their auto campaigns. And I would encourage you to look at the data, see which of those match types actually was performing well, if any. And see if you turned it off because you thought the entire campaign was horrible when in reality, it was because you were targeting the wrong match type. I’ve seen that so many times. I’m even in ranking campaigns where people turn it off because it has a high a cost when in reality, if they had just optimized their conversion rate for the placement or the match type, it would have done brilliantly. But you cut yourself off of the knees because you didn’t know how to read the data. And you can’t read the data if the structure’s not there. Just kind of reiterating the point on why we have it structured the way we do. So auto close only one match type per campaign, one target per campaign, one parent asin per campaign, always. All right. So what can I get? I’m going to go on a little mini-rank because there’s some interesting. There’s some different comments that I’m picking up on that people are a little confused on maybe why. Like there’s different intentions. We have each one of the auto campaign types spread out amongst the ad objectives for a reason. Auto close is going to be the closest keyword match to your product. Substitutes is going to be the closest probably asin heavy match. So like one’s keyword close relationship, one’s more asin close relationship. Auto close and auto substitutes are going to be the closest match to your product. Loose and compliments are going to be things basically outside of your category. So like if you sell a camping tent, it’s going to take that and it’s going to stay camping chair, camping gear, you know, fire starter, camping stove set. Like it’s going to start applying your product to other different types of products. So when you mix those in one campaign, when you really want to do it intentionally stay after your category or your keywords, it’s not going to do that essentially. So I just want to make sure that’s very clear. And that’s why we spread them out along the life cycle. Perfect. Cool. All right. So campaign timing, we’ve already pretty much covered this at the start here. But again, non-subjective, you deploy that after phase one. For semi, you deploy during phase one after you have success on rank if you need to. And then subjective, you’re going to be deploying first. So that’s how let’s go back up the top. So you can see you have phase one, which is rank after you’ve stabilized here, you can launch targeted discovery in phase two. For non-subjective, I’m sorry, for semi-subjectives, it’s pretty much the same way. The difference primarily when it comes to timing between semi and non is generally speaking. For semi-subjective products, you will start the targeted discovery campaign sooner because you have fewer campaigns that you can start with when it comes to phase one or ranking campaigns. Not always, but that is generally true. And again, for subjective, you were starting this immediately with phase one. Now, just one point of clarity, something we didn’t call out earlier that I should have. We are not telling you to launch every single campaign type in this list. These are the options. It’s an all a cart approach. This is not saying you need to target or you need to have 20 of these campaigns and 10 of these. That is not what we’re saying. It is use what you need to. And we can talk more about that in the next two days, but I meant to say that earlier. Sorry for going off on that tangent there. So pro tips. Hey, Justin, also the number of keywords. Don’t go deploy 300 keywords tonight. Please remember the whole talk about a lot tomorrow. We’ll talk about that during transition and how to expand out and the best practices for that tomorrow. Yeah. And then Friday on day five for our VIPs, we’re going all into launch and rank. So for those of you that are maybe dropping a product back into phase one, that’s that’s kind of lost its way or maybe you’re launching some new products. If you’re not VIP and you’re joining us here in Facebook, be sure to jump on that VIP link and join us on day five, because that’s where we’re going to be really going through standing start, number of keywords, etc. And then tomorrow, Brennan will be going deep into kind of transitioning and what that looks like. So for now, just understand the structure. But as the guys say, don’t go deploying hundreds of keywords tonight in these campaigns. We do have action item for you. So sit tight and we’ll get to those action items. Well, bit. Okay, so just a few pro tips before moving on to the next ad object appear. These should be in general more inexpensive to run. You’re literally able to set a lower bit on these campaigns, right? We’re trying to discover keywords. We’re not necessarily trying to be top of search. You can do that. It is an option, but it is not a requirement by any means. You always want to apply your never list. I can’t overstate that enough. It always has to be done. Every single time you deploy a discovery campaign, which all of these campaigns within target discovery are. Okay, wasted ad spend reduction is key to the general maintenance plan to keep that low cost over time. Amazon forever and ever is going to continue to introduce random search terms into any discovery campaign that you have, whether it’s auto, broad, or phrase, types or sponsored product product targeting even. Okay, they’re always going to be introducing new search terms. Your job is to reduce that wasted ad spend over time. Okay. And as a result, they do become more profitable. So even though they might not be super great at the beginning, although they’re usually pretty good, they might they do become more profitable as time goes on. Now third ad objective, we have sales boosts. So where does that show up for non subjective products? That shows up in phase three. So again, you’ve gone through the rank, you’ve deployed all of the keywords that you believe you can rank for in phase one. Once you got to some stability there, you moved into phase two where you deployed some target discovery campaigns, maybe one, maybe three, it depends on your situation. Once you got stability there, you are now into phase three. You are profitable. You are ready to continue to boost sales and boost profit for your product. And you are sitting here in this boost column. So again, the goal is not for you to deploy all these. In fact, you could just deploy one or even none, and you’d be fine. Okay. Again, start with a green. That’s the general recommendation. Yellow is a sometimes, but not always. And then red is you have to have a really damn good reason to do it. Okay. If I were to put it politely or less politely, sorry. But that’s kind of the expectation. Well, and we have it. We’ll be going through a lot of examples. Day four, when we go through maintenance, and I’m going to show you snapshots of a couple of accounts that only run organic rank campaigns and target discovery. Some are in the non subjective, but most are just in the semi subjective. Some are even somewhat in the subjective, but most of them are going to be in that semi subjective. You can run forever and ever on organic rank campaigns and target discovery once you get things established, especially if you have like a year’s worth of seasonality data, two years worth of data, you should be able to have a controlled environment with this. And you don’t ever have to run these unless you’re trying to get into more expansion or, you know, trying to test some things. But you can say very focused, especially with the non subjective and semi subjective products, for sure. Exactly. So that’s for non-subjective. Some are subjective. You’re looking at the same thing. Again, the only timing difference is going to really be when this starts. The sequence remains the same, but you might start these sooner as you go through phase one and two at a faster pace. And then same thing was subjective. Boost campaigns actually start in phase two. So once you have stability in phase one for your rank and targeted discovery campaigns, you’ve got some stability. You have some predictability. Now we can move into phase two, introduce some more sales of velocity to your product. Because again, you’re limited on keywords. So we need to start introducing other ways to get sales sooner in the process. So boost campaigns, what are they? What’s campaign go here? We want to increase revenue, right? BSR is just a measurement of revenue compared to your competitors and your category, right? So BSR is the same thing as revenue for the most part. So revenue and profit needs to go up. But these campaigns do not have a direct ranking correlation. When we look at these, you’ll notice that most of them aren’t even keyword driven. Okay, if any of them, I don’t know if any of these are keyword driven. So you have a sponsor display product targeting auto substitutes, which is Asyn’s, your subcategory for sponsor display, sponsored product subcategory, sponsored display purchase remarketing. These are not keyword driven campaigns. So they have a much lower organic rank benefit than if you targeted a specific keyword, which you can pretty much see in rank and target of discovery. Again, that’s why we started with these, these lead to free sales. These not so much, but they can help support them. All right. And that’s why we do want to deploy them. We still want to keep our conversion rate high. Again, that’ll be true for everything that we go over. Acos on campaigns and targets. I daily needs to be less than CM2. All right. So for my course portal, you know what precisely what that means. If you are not in Scaler-OS, then think of CM2 similar to gross profit. Okay. So if you’re a cost, or if you’re gross profit, or CM2 is 40%, your a cost on this campaign should be 40% or less. All right. If it’s 42, don’t be upset about it. Like just around break even as a general idea. And the reason being, if these don’t have any real rate benefit, then there’s no real reason to over invest into them. Okay. So that’s why we want to try to keep our cost low here. And we can generally do that through the bidding strategy for these campaigns. Okay. So BSR and profit and revenues, this isn’t for ranking purposes. Okay. This is literally only to get more sales and more profit. You can only get more profit if you make sure that you the campaign itself is profitable. Okay. Now again, you still want to boost revenue and that’s fine. If you want to break even, you still maintain the same level of profitability on the product as a whole, but you don’t get any additional profit from this campaign. It’s the a cost is higher than your break even or gross profit. So can I can I cover one one thing on that? Just I want to make sure that it’s very clear of it’s not just a cost and it’s not just CVR. It’s both. So I want to drive home this one point because it’ll come up multiple times tomorrow and when we go through maintenance. But once you get outside of rank, everything else is basically does it prop up my CVR for PPC? Does it prop up? Is is my my CVR for this campaign higher than my listing? Is it propping up my overall conversion? And is it also cost effective? It has to meet both of those criteria. Now, I’m not advising you guys to go in and cut all of your campaigns. We’ll talk about transition tomorrow. So don’t do a widespread cut on leaving it doesn’t meet those two things. We’ll talk about it tomorrow. But I do want to drive that point home because we sort of just skipped over the CVR part. But that’s where a lot of people lose these campaigns is they don’t they they’re managing it by eight costs. They don’t realize that whilst they’re paying 25 cents a click and their eight costs is good on that campaign, it’s severely driving down their conversion rate. They may have a 3% conversion rate. They’re listing your version rates 10 and they’re just letting these campaigns continue to run because they’re profitable to run. So I want to make sure both of those things are clear and we’ll cover that a lot as we go through transition and maintenance. Next. All right. So all of the campaign types available to you. I’m not going to go through these in detail. That’s the point of having this sheet here. You can see what they are all right here. And I think we have another document that spells them out as well. So again, when you look through these, you’ll notice most of these are non keyword driven, which is why they are sales boost and not sales rate or rate. All right. So last bit here on timing. So we’ve already covered this. I will just kind of skip to the pro tips. This will be more important for you anyways. So always apply your never list to anything that is going to have an application. So again, sponsored display product targeting. You’re going to apply your never asin list to that auto substitutes never asin list. The only one in here I think where you need to drop in keywords is going to be in this one here. So this is a phrase campaign where you can drop in your never keyword list. But for the rest of these, they are mostly going to be asin list driven. SB video, you can also apply your never list. I’m not going to go down that rabbit hole. You know it says exact, but it doesn’t act that way. So make sure you always apply the never list. That’s key point. Wasted ads for reduction. Also key. So anything where you can go discover keywords, discover asins, discover whatever you always want to apply wasted at spend reduction to ensure that that takes place. Maintenance is typically going to revolve around conversion rate and a cost. So as Brendan pointed out, it has to be both right. You can’t have a good a cost and then a terrible conversion rate because you’re hurting the listing overall. Are you driving down your conversion rate, which is going to make you ineligible for certain placements. I don’t even know how to describe it, but certain places on Amazon that are completely outside of PPC. If you constantly drive down your conversion rate, Amazon simply isn’t going to show your product in those other special placements. They’re not placements places organic. You’re talking about the organic visibility spots. Yeah, the organic placements. There you go. There’s another word for it. I just can’t think of it. Yeah, call them organic placements. Yeah, there you go. Love it. Next one here. Number four, brand defense. This is the fun one. This is the one. Everyone gets a little confused about. So we’re going to dive in again, going back to the top here, non-subjective. This is done in phase three. You can do it at the same time or after you set up boost. Again, we do not want to deploy too much at one time. So if you have a bunch of stuff, you’re going to be deploying for the boost campaigns, then wait for the brand defense if you need to. We don’t want to try to add 20,000 searches a month to our product when we only normally get 10,000. We don’t want to be adding a ton of traffic or too much traffic at one time. So brand defense is going to be in phase three for non-subjective and semi-subjective. And it’s also going to be in phase three for subjective. Now, a lot of people question, why are we waiting so long? So let’s talk about it. Campaign goals here are to drive down competition or competitor ads that are targeting your branded search terms. Essentially, so if your brand name is Apple, you want to prevent Samsung from targeting your name. All right. So that’s one of the reasons that we’re using this particular ad objective. As always, we are keeping our conversion rate above our listing conversion rate. Now, for I guess your information on this piece alone, if your brand name does not convert well, like better than any other campaign you have deployed, you got a real big problem. Okay. So these campaigns typically have your brand name in them. And as a result, they should have a very high conversion rate, two, three, maybe even five times more than what your other campaigns are currently deploying. Okay. So I still want to keep conversion rate high, but that should be without saying. Okay. You can also get some low cost sales for a halo effect here, just to again, get some ranking benefit on your branded terms. But in general, you should already be ranked for your own branded terms by doing pretty much nothing whatsoever. So again, this is a defensive strategy. We’re not really trying to go attack anything here. We can to a degree, but it’s most the defensive structure. So this is a big one. I think this is the one where I can go on a tangent a little bit. So the reason we want to or one of the reasons we want to set up our own brand name and its own campaign, whether it’s own ad objective, is to ensure that our other discovery campaigns that we have deployed for targeted discovery, even boost. These are not picking up our brand name. We do not need to discover that our brand name does well. We know that. That’s why we have our own ad objective for it. Okay. So we do not need to discover that our brand name is going to do well. What we need to discover is new hyper relevant keywords that we want to target. So for example, if you have an auto close campaign and you don’t negate your brand name, what ends up happening is, let’s say you had 15 sales in the past 30 days, 14 of those sales came from 14 different search terms that included your brand name. It’s going to look like your auto close campaign is doing incredibly well. But in reality, it’s doing really bad, because it converted at only one sale when you take out your brand name as part of that equation. So the reason we are negating our brand name and our typical discovery campaigns, because we’re going to be deploying that into its own campaign. All right. So let me super clear on that. We’re not saying don’t target your brand name. We’re saying do it on purpose, not on accident. So campaign types here. I think there’s four total. You have an exact. So if you know that hey, I cannot let a competitor get on this keyword. You can put it in an exact match campaign. Your brand name plus the keyword. If you want to capture a whole bunch of different search terms related to that brand name plus keyword, put it in the broad. You can also do sponsored display and sponsored brands. Again, this is kind of an all a cart menu. We’re not saying deploy all of these at one time by any means whatsoever. Okay. So campaign timing. We’ve already talked about all of them. It’s phase three. Pretty straightforward on that one. So as always, always apply your never list. Anytime you are applying or using discovery campaign, you have to apply that never list. Just remember to you’re probably not going to get a ton of brand searches. So don’t think you’re just going to have like a cash cow campaign. You should convert very well. But unless your brand is like massive and you are naturally getting thousands of searches a month for your brand, which you would know about if you were, then you probably aren’t going to see a bunch of traffic. That’s generally true for most Amazon brands who don’t have some off Amazon presence. Okay. So any other comments on defense before we move on? Hey, go ahead. Yeah. Yeah. I think like we talked about this earlier today while we’re sort of planning this part of the conversation. Yeah. One, I hope you guys understand that like when you first launch a product, especially like let’s say, I’ll give you guys a good example. Try to drive your home with visuals. So if you sell bedsheets, right? And your whole brand for the whole lifetime of your brand has been around bedsheets. And then you want to expand the things like towels, let’s say, if you start your towels, you need to go after the towels key words, get ranked for them, basically create awareness for your current customers or customer searching on Amazon that you sell out towels now. So going after a brand campaign at the very beginning isn’t going to make sense because anytime your towels show up for your brand name, most people are likely looking for bedsheets because that’s been the entire brand that you’ve had the entire time it’s been available. So like, understand that like the reason why you put it so far at the end, everybody puts so much emphasis on brand campaigns, but really until your products is established and people are actively going to Amazon based on referrals or hearing about it from a friend or whatever, they’re not really looking for your product. So the brand plus keyword is the best approach for any product just getting started, even if you have a big catalog. And unless those products are really heavily related, just throwing your brand name in there in the broad campaign, isn’t going to help you want to be very targeted if you can be in most situations. So I just want to cover that as a general rule. Agreed. One other comment that I’m shouldn’t even say if I’m going to waste. If you do drive a whole bunch of external traffic, whether it be to Amazon or Shopify or any other channel that you sell on, these campaigns can become more powerful because people will go to Amazon and type in your brand name. But again, you are the exception, not the rule. So just bear that in mind. So all right. Next one here. Number five is loose discovery. This is where things get weird or start to get weird. All right. So loose discovery for every single scenario, subjective, semi subjective, and non subjective. This is introduced in phase four. And that is because the relevancy on these keywords or asens tend to be on the lower side of things. Okay. We still want to keep conversion rate as high as possible while finding new opportunities to target. Again, this isn’t phase four. So this means you are already crushing it on your organic ranking for all of the keywords over the vast majority of the keyword you want to rank for. You already have your target discovery campaigns that should have already picked up your hyper relevant other keywords that you didn’t find during the initial keyword research. So loose discovery is like finding whatever is left according to Amazon’s algorithm. Okay. So we want to give Amazon. This is super important because you can really screw up your other campaigns and I’ll let JB and Brennan expand on this more in a minute. But you can really screw up your other campaigns that you have in targeted discovery if you do not real Amazon in here. Okay. So you do not want Amazon to have free reign over these campaign types and you’ll see how that works in a minute. So at least amount of control is possible. You want to maintain control. Do not give it to Amazon or you will start seeing things bleed over into the other campaigns that you’ve already optimized. Okay. This does provide a boost in sales and rank for loosely related keywords or asens. Okay. That’s partly why it’s in phase four because generally speaking, you can’t really rank for them when you’re in phases one or two or even three in some cases. All right. But you shouldn’t be relying on these two prop up sales and momentum. These are kind of like bonus sales, if you will. Think of it that way. So for timing, it is phase four. We’ve already talked about that. I don’t think we have many tips here. But we do always want to apply your never list when you are using these campaign types. Same song and dance as always. You won’t have a ton of, well, that’s not the right one. Let’s skip over that one. Do do do. There you go. So for the campaign types that are available to you, you have auto loose and auto compliments. Okay. So auto loose is somewhat similar to close, but the keywords can be categorical that can be very shopping intent based keywords. And that is why auto loose generally doesn’t do well. Now for those of you that might have a auto campaign right now where you have close match and loose match running at the same time, you might even find that your loose match converts better. And the irony behind that is what you will see is the conversions on the search terms and your loose match campaign are actually very relevant. But because you’re deploying them both at the same time, you can’t let the close match actually pick up those search terms because you have them all lumped together. So again, it’s a structural issue. We’ll talk about more tomorrow. You do have auto compliments. So this is like complimentary products to yours. Again, it’s almost top of funnel at that point, not quite, but almost there. You do have sponsored brands, headlines. Remember, you’re interrupting the buyer journey with the headline ad because generally speaking, you can’t advertise the same product unless you just happen to have a bunch of variations of that product. And then product targeting for sponsored brands, very similar as well. So before we move on here, I did want to go back to one comment here. So JB, Brendan, can you guys expand a bit on how introducing loose discovery campaigns get really crippled your other campaigns that you have deployed in targeted discovery and how that functions and why that happens? Yeah. So I’m looking for visuals on this. Being JB or working to find, we’ve cleaned up a lot of campaigns in the last six months. So I was trying to find a visual fist today. I will try to have one before tomorrow. But to sort of summarize this, kind of top level, we’re dealing with an algorithm, right? Lose match and compliments are basically in a nutshell, you giving Amazon to go find you search turns that are the, but I might make a sale type keywords. So this is, this is like, once you send that signal to Amazon, let’s say that I’m again, I’m selling a camping tent and all of a sudden, I convert in my loose match campaign on camping gear. What will happen over time if you let those continue to run and don’t negate them or don’t graduate them and control them is those, those little keywords, the gear based keyword that again, since we’ve been talking since yesterday about hyper relevant keywords, gear is fundamentally a shopping keyword. If you’re searching gear, you don’t know what you’re looking for and you’re looking for options, right? So those types of keywords will start to infiltrate your close match because as soon as you make sales on that, but I might make a sale on gear, you allow that to keep going and making sales. It will then start to infiltrate your targeted discovery campaigns. And this is why fundamentally it’s way on the right side of the controlled campaigns. This is only really good if you’re able to start to rank for those because the volume is so heavy, heavy inside your targeted campaigns and your revenue is high, your BSR is high. This is typically like a top of category type situation. So the more and more you don’t take care of those loose match and compliments, the more we’ll infiltrate everything out. There you go. This isn’t in JB, you can elaborate on this a little bit more because you can give context on the product here. But yeah, so actually this is a, I picked this one because this is a product that we live and die by phase one and phase two only. Like we have very few phase three and phase four actually running. We deployed, I think it was a loose match and then a sponsor brand headline that which I want to bring up the sponsor brand because there’s some elements there, you know, but anyway, so based on the nature of the loose match and then sponsor brand tends to have like this Google-esque kind of feel like where I can search camping towel, but I might show up for camping gear because it’s semi-relevant, right? What was happening as I was picking up clicks on on keywords like this and then this is my auto close match campaign. So it’s still even though I turned those ads off three or four months ago, I still ended up starting an auto campaign thinking, oh yeah, these won’t show up anymore and then they did anyway. So it’s that’s the kind of stuff like even clicks, clicks lead to relevancy and that’s sometimes just enough for Amazon to do its damage. Exactly. You’re teaching the algorithm how to treat your product and every insight, like every order that shows up in that column is now giving a signal to Amazon that hey, let’s just spread the feelers out just a little bit more because this is now relevant. We haven’t ordered that indicates that, right? We have a conversion that indicates that. So it’s like if it was up to me, I would say don’t ever run loose match, but there are definitely times where once you expand, once you want to expand your product, especially if it’s closely related to other categories or other product types, like the bedsheets analogies great because there’s so many different types of bedsheets, there’s so many different types of qualities. So like there may be situations where you want to get more expansive, especially in subjective where you’re in gifts, categories, or things like that. There can definitely be good options in those, but when you’re like non-subjective, semi-subjective, stick with what you know about your product more so than trying to get into these because the more you let these Apple trade your campaigns, the more this is going to start to show up, it’s going to money to date and lower your conversion. So just a word to the wise. Yeah, great example, guys. Let me know in the chat. Is this tracking? Are you understanding why we’ve stuck this so far to the right and why we don’t want you to deploy these types of campaigns so early on? Because they they have a negative impact more than just eight costs that can also negatively impact you in other places. I love it. Lots of yeses. One thing I’m keen to get a bit of an understanding on who here’s looking at this and realizing for their target product that you’re taking through the challenge this week, you’re too far to the right. You’ve got you’ve let go of control and you’ve moved too far to the right too quickly without the skew maturity or category dominance to allow you to do it. And you need to pull back to the left side of the graph of the blueprint and the framework here in front of you. So yeah, seeing getting people saying, yeah, me, Dimitri says on point, Dan, way too far to the right. So if you really simplify this down, whether it’s you or an agency or an internal staff member, you can now audit any product based on its stage and phase and align it with the campaign types that should be deployed for that maturity of that skew and for the lifecycle stage of that skew to its product type and know exactly what the next action is you need to take. And that’s what we’ll be covering in detail tomorrow in the transition and maintenance conversation as we move forward into day three and four. But you really use this as a tool to audit where you’re at in your current setup and start thinking about what that next action would need to look like to get aligned with the framework here. And then the next few days we’ll be talking about that. And if you’re currently outsourcing blindly to an agency, one of your action items today needs to be go taking a look at your campaign strategy or campaign structures and just take a look at what’s deployed and just see if there’s any level of control there at all or any logic to that targeting. And Brennan, I know that’s something we talk about a lot. Is there anything you want to expand on that point or should we kind of save that for tomorrow? Yeah, I can go to a little mini rant, I guess. Yeah, go let’s do it. Let’s do it. Let’s do it. Let’s go. Let’s go. Let’s go. Let’s go. So yeah, I mean, most agencies aren’t going to take the time to learn about your product. They’re going to learn by data and they’re going to learn by data mining, which means they’re going to deploy as much as they can as fast as they can. And in some agencies are even set up on a payment plan that’s dictated by how much spend and they’re actually profiting off of how much revenue you spend. So they’re more inclined to do it as well. But they’re only using the data and the data doesn’t tell you everything. Like we talked about since yesterday and we’ll continue to expand on like the targeting and the intention that you’re setting with your campaigns is most important. You need to give them the nevertheless. You need to give them the intentions that you want to set. Like providing them with a guidance on what your product is, what your product isn’t. That is where you win in this game, especially if you’re outsourcing it. You can definitely outsource but do it strategically. And then hopefully this template gives you the ability to sort of audit what’s happening and start to call things out. And when we go into tomorrow and maintenance, you’ll definitely be equipped with the exact metrics. What’s happening? How to go back in reverse engineer. You might even be able to give them an action plan on what you want to see cut and how to clean things up moving forward. But just understand that agencies aren’t going to understand your product like you do. So equip them with that and then be able to guide them on this journey. Yeah, sure. And I just see that in the chat box. This is a lot of information that we’re going through. The whole point of these is I you’re going to get access to this framework, this blueprint afterwards in a PDF. I want you to print them out and I want you to stick them on the wall on the office wall in front of where you sit every single day. Obviously, take the relevant charts. So if you’re if you’re primarily non subjective products, then stick that one up. If you’re semi subjective, you’ve got both stick both up. And I want you to live and breathe and stare at this every day. And as you’re in your campaigns, as you’re looking at if you’re a course portal, you’re in your Scaler-OS tools. People see maintenance tool or if you don’t have access to that and you’re inside a cell essential. And maybe you’re getting a lost in the weeds and you can’t see the forest through the trees. I want you to take a breath, look up, stare at this framework, and just recent to yourself and where you are and where that product needs to be and use it as that kind of refocusing point. Because it is very easy to get lost in the weeds here. But as we kind of zoom out of this conversation here shortly, that should all start falling into place. And then your reference back to this cheat sheet. So we’re going to be giving you these slides, which is the cheat sheet for each campaign objective and each campaign type. So that all you do is you have this blueprint printed out in front of you. You have the cheat sheet. You look at the campaign that you need to deploy more of because you’ve got more ranking campaigns, ranking keywords left to deploy in phase one. And then you look at the cheat sheet and you’ve got your entire blueprint for the deployment and management of these campaigns. And as we build on day three, day four and into day five, this is really going to start falling into place with you guys. Absolutely. I think I think the agency management is people are kind of hitting home with that. And a lot of people are saying, oh, I wish I could come up with like a action plan for my agency. But like that’s one thing that I would recommend. If you do have an agency or you plan on onboarding one in the future, give them like give them context about your brand and your products because you don’t get how how is anybody ever going to get that? All that knowledge is in your head. It’s never going to be in the agency. Yeah, delegation, not abdication, right? You’ve got to lead that you got to lead the direction of that delegation. So yeah, cool. So I just wanted to make that point because I understand that kind of where it’s like drinking from a fire hose. This is in this session here, but stick with it. Keep understanding them more. You absorb the more you understand the more you understand the more you can implement the more you implement the more results you’ll see. So really kind of stick. Be patient, guys. I want to help drive that home. Be patient. We will cover a lot of this on tomorrow and in the maintenance. So don’t freak out. Don’t go make sweeping changes and cut, you know, 50% of your ads spend just what we’ll go through the step by step tomorrow on like how to identify where to cut, when to make cuts. Like we’ll give you sort of a game plan to sort of transition back and you can probably even hand that over to your agency to say, take these campaigns, look at it this way and cut the rest and like you can give them direction on this, but say patient. Don’t freak out. Just yet don’t go in and change everything overnight. Agreed. All right. So actually a good principle for all of PPC. Be patient. Yeah. Don’t be a maniac. Yeah. Don’t tinker. All right. Don’t tinker. All right. So there’s only two ad objectives left. All right. We just talked about the first was at five or yeah, five. So we have top of funnel. We have CPM. You will notice every campaign type is red. So I’m going to cover them. But remember, the red for a reason they are rarely deployed because of the nature of the campaigns and that data that we get from Amazon and how they function as a whole. And does everyone here understand the concepts of top of funnel, middle of funnel and bottom of funnel? Give me give me a T-O-F in the chat box and in the comments if you understand that from a marketing perspective. Okay. So quick rundown on that. So top of funnel is more of an awareness stage. They’re they’re shopping. They’re not buying. They’re highly subjective searches. They know that they’ve got an idea of the solution they’re looking for, but they don’t yet know the product that solves that solution. So this could be broad, really broad stuff like home decor or it could be something really broad at home decor. The middle of funnel is more of a consideration stage. So it’s that first search where there’s a product specific search, but it’s not the buying keyword where the last click attributes to the purchase. That would be the in a semi or subjective product. That would be the last search and the bottom of funnel keyword. That’s the hyper relevant specific intent. So you have awareness, consideration, and then purchase. And the top of funnel is really hitting those big broad searches, category specific of someone’s initial idea initiating that that purchasing path, but they’re not yet at the bottom of making that decision. And there’s a few searches between that top and the bottom. Yeah, there you go. So Andrew, I’m in the chat box there. Top of funnel. I see you. Middle of funnel. I’m thinking of you. Bottom of funnel. I’m purchased. Yeah, I like that. Awesome. All right. So top funnel. Let’s talk about these really quick campaign timing. Base four. Always. Okay. We’re not going to talk a ton about these in particular, but you still want to apply your nevertheless when it’s applicable. And then these ads do interrupt the consumer, right? That’s the one kind of thing I want you to remember. So if top of funnel is I see you, that’s because you literally got in their way of searching for whatever they were looking for. All right. Now those campaigns in general, you’re only really looking at a headline ad and then a sponsored display audience. Technically speaking, these are also top of funnel, but we’ll explain why they’re separated in a second. But these two campaign types generally speaking for headline ads, it’s multiple products at once. Okay. In some cases, in fact, in a lot of cases, a lot of sellers use these headline ads. Then they show products that are irrelevant for the search term that was deployed. Okay. So for example, if you search for, I don’t know, let’s say Christmas lights or Christmas ornaments or something and you get a headline ad for gingerbread houses, right? That would show up in a headline ad. I wasn’t looking for that. I see it now that I might buy it, but I might get a sale is again, not a good strategy. So top of funnel is kind of within that range or realm, if you will. Okay. So as I said, they’d probably only been looking for your stuff. Now there is a way to do these properly, but for the most part, we’re going to save these till very end in phase four, then only if we absolutely need to and can maintain that conversion rate. Okay. So the campaign types are pretty straightforward. Yes, sponsored brands, headline ads, and then yes, wants to display targeting audiences. All right. Last one here, cost per mile, cost per impression, depending on which definition you prefer. So very last thing you would ever deploy. I would essentially recommend you have to have exhausted everything else and know that either does or doesn’t work before you approach these. I know some of you already have them deployed and we’ll talk about it more in a second on why that is. And JV is going to talk about it right now. Let’s hear it. Oh, no, no, I can wait. I can wait. This is actually to a question. Be patient, JV. Be patient. Yes. I know. I push the button a little too fast. Sorry, guys. Okay. So timing again, phase four, these, I don’t know how to say it. These can completely mess up your ads data. If you’re running, especially TV ads, we have a member, Luba. She’s one of our mentors in the Scaler-OS Network, brilliant lady, managing a crap ton of ad spent for the brands that she’s managing. And she started running these, these TV ads. She has a phase four product. It is applicable for her brand and her product. But it completely ruined her ads dashboard because all of those millions of impressions now get lumped in with the irregular ad campaigns. So it completely destroyed her ads dashboard that she now has to filter out every TV ad that’s running in order to actually see what the data is telling her. All right. And then generally, the reporting is inaccurate. And it’s not so much that it actually is it like is that just the best way to say it? It’s incomplete. It’s missing data. It’s reporting data twice. I would argue that’s inaccurate. So this is not really a pro tip. It’s more of an awareness point, if you will. Generally speaking, when you’re going to measure success with these campaign types, you have to do it with a snapshot before you started them and then a snapshot after because the ads data itself is going to be misleading to put it politely. All right. So campaign types, not very many, you have sponsor display, BCPM ads, you have DSP, and then you have sponsored products, TV ads, which are brand new. Very few people have actually run these. I’ve only talked to a handful who actually have it. So any comments, JV Brendan on CPM, Doos and Dones? Yeah. Well, there’s actually, there’s actually a comment from somebody who worked for Nielsen and they said TV ads that is the worst because accuracy and reliance. So even the company that owns TV data struggles. I wanted to, someone in chat said, if I have three products, they’re relatively the same or they share the same keyword. Can I create a headline search ad and put it in phase one? No, don’t do that. If you actually click on the URL to a sponsor brand ad, it provides zero keywords in the URL. So if you do this with an exact match, you click on it. It’ll say keyword, whatever you searched, if you search Camping Town, it’ll say Camping Plus Town, like in the URL. In a sponsor brand ad, all that they are referencing to in the URL is the ad, like the ad ID. So it doesn’t actually give you true keyword ranking. Yeah, it’ll help build up sales, but it’s not going to do the purpose of what phase one is. Well, yeah, two things on that. It’s a disruptive ad and again, it’s not attributing back to rank. It’s a rising time campaign that you need to make sure that it’s property under conversion, property up your cost effectiveness. And like if it’s giving you good data from that perspective, great. Keep running it. Now, what I will tell you from a tool standpoint, knowing what I know about the API is Amazon only lets you manage sponsor brand campaigns on a brand or an account level. They don’t let you attribute it back to the asin for whatever reason because of the nature of how those ads work. And because of the combinations of things you can do, whether it’s putting variations in one section or using your whole product catalog as a reference point. So there’s a lot of different techniques to that. We don’t want to get into the rabbit hole of that. One thing I did see come up and shout some of the JVs, people are asking about the sponsored product product targeting. And the VCPM, I know Ron was asking about that specifically because I think he’s the only one in the network still running them. But we are going to I’m going to cover both of those specifically. I have slides already prepped. I have examples ready to show you guys what those are actually doing. I don’t want to dive in. We’re already two hours in. I don’t want to dive into those specifically. But in transition, I want to cover those two atty specifically because I think there’s a lot of sellers out there that got addicted to the shiny object of oh, product targeting is producing all these great results. And VCPM is producing all these great results. But you don’t actually know what they’re doing for you. So I want to break that down for you tomorrow. And we’ll talk about how to transition if needed. So. And just to reiterate guys, for 99% of you on this call right now going through this challenge, you have no business being over in phase four. You likely don’t have the maturity in the skew, the skew’s not in that stage of the life cycle. It’s my larger sellers that have managed to maintain that. Maybe you do. I know we’ve got a few eight figure sellers here in the challenge that maybe you’ve got a couple of heroes skews that kind of have that maturity, those review modes. And that you’ve exhausted phase one, two, and three. And it purely is about niche domination. Then absolutely, this is where you start expanding from. But for the large majority here that are in that kind of seven figure range, likely struggling to maintain profit and get a handle on tacos, you should be moving more left than trying to go right on this on this blueprint here. I just want to really kind of reiterate that. Boom. All right, guys, we’ve covered a lot. All right. And before we kind of go into the next part of this, which is you’re going to be excited more cheat sheets. We’re going to give you a few different cheat sheets. But is everything starting to click for you guys? Like, let me know the chat. If it’s clicking, type in click. And one that you don’t actually have to pay for because it’s free this time, right? If this is clicking, then let me know because this is something that I’ve seen in the epiphany is taking place in the chat box. And it’s super exciting to see people like have that like, aha, holy crap, that that makes sense now. That’s why I couldn’t get that to work. And I’m absolutely loving that. So I appreciate you guys lots of clicks, lots of mindblowns. Cheapest cost pretty quick ever. Love it. All right. So this is a cheat sheet. I’m going to give you guys. There’s one for non subjective. There’s one for semi subjective and one for subjective. This is going to have the same effect that you got out of this, but was the less noise. So if you want a super quick cheat sheet, hey, when do I deploy each ad objective? It’s a yes or no or optional implementation. They’re color coded in the same way that they are in the document itself. So green yellow red all mean the same thing. Just makes it super simple. Again, you can keep it at your desk, whatever, put it on your desktop. That way, it’s always present. So you know which campaigns need to be deployed and when. So I’ll give you some love for this in the chat box there, just in the simplicity of this that really kind of summarizes it down into traffic light, green, yellow red, getting some serious love there in the chat box for it. Unfortunately, Matt, there’s not a toilet paper selection cheat sheet, but I can ask chat GPT to come up with one. All right. I didn’t actually try to get them to make that mean, but they couldn’t figure it out. So I don’t abandon it and go to Google. So all right guys, key takeaways here. Then I’m going to show you a quick demo of what I need you guys to do as part of your action items. Then we will wrap up for the day. So first of all, first and foremost, this framework was created after months and months of work. JB Poor Guy has had to break his back literally to try and make sure this worked for every scenario. And we think we’ve done that here. So this framework is specific to the product type stage and face that your product has. Hopefully by now, that is abundantly clear. There’s three product types. There’s three strategies. There’s a stage and phase that you’re going to go through to dictate the timing of when those campaign ad objectives get deployed. Right. We this strategy, and I think this is one of the biggest things for me. This aligns your campaign structure with Amazon’s own reporting capabilities. We are making sure that the data you’re reading is clean, it’s clear, and you can draw a very straight line without doing mental gymnastics to figure out, hey, my conversion rates this, my customer click is this, I only need to do this. There’s only one option left. You don’t have to go check your search term report, check your advertised product report, check all these things. This campaign structure is meant to align with Amazon’s own reporting capabilities, which I admit are limited, but we work with what we have. All right. It ensures a profit first approach to scalability. Hopefully that’s also clear. We’re starting with what’s going to convert very well, which means we’ll get the profit faster than starting with everything just throwing a bunch of money at the wind, hoping something sticks. We’re not casting a wide net anymore. All right. We’re no longer in Kansas. So this also eliminates the confusion around identifying what actions to take because you actually have clean, clear data now. Okay. You’re going to see this as we go through the next two days on really how that shows up and how the Scaler-OS tools really bring that through. So it’s literally, hey, look at this. It means that do this. It’s very, very straightforward. You no longer have to look around. Okay. It creates the opportunity for simplistic maintenance plans. And that’s kind of the whole point, right? If we can get the structure right, we can make maintenance super simple. And I like to think of it as a three-step approach. Like there’s three maintenance steps for the campaigns that we have between rank and pretty much everything else. There’s three simple steps for the most part. All right. We’re going to walk through those on Thursday. And also clearly shows when new traffic is improving or hurting your profitability. All right. So remember how we said you start here. You get to stability. Once you have stability, you move on here. Well, if we know we’ve had a very strategic approach, we’re going from phase one to two to three to four. We know which traffic source screwed up our conversion or screwed up our profitability. So that is abundantly clear if you follow the step-by-step approach to this strategy. Okay. And then it clearly times the deployment of highest control campaigns to the lowest. Again, this is the whole green, yellow, red approach. It shows you which ones to start with, which ones go to next and which ones you might not ever deploy, but could if you are going to be a truly face for brand yourself or not brand product. Okay. So do you guys agree with these statements? Like is this, do you feel like we delivered this and this makes sense? The framework is actually going to be able to deliver this to you. I know we haven’t talked about maintenance yet. But that is something that’s definitely coming in the next two days. So awesome. Science sale delivery. Science sale delivery. Love that. Awesome. Perfect. I need to read this one out though. Sarah says, each time my brain starts to melt, you go and call me down again. These sheets are brilliant. Thank you. Awesome. Fantastic. Okay. So one last thing. I’m going to show you guys how to do this super quickly. This is actually the easiest action items you’re probably going to get all week. But there are three steps to this. So the first is going to be getting some data. All right. So what I want you to do, the actual action item itself is now that you know what the ad objectives are. And now that you also know that you have campaigns deployed, I want you to label each of your campaigns. Now I don’t necessarily want you to do that in seller central. I don’t want you to spend 12 years trying to do it manually. I’m going to give you kind of a cheat sheet here that allows you to download your PVC data from Scaler-OS tools into a spreadsheet. And then there’s literally just a click button that all you have to do to assign the ad objective. So I’m not going to read through these. I’m going to show you how to do this. And I’m going to give you these instructions. So the first thing you’re going to do is actually label every campaign you have deployed as whatever ad objective it might be using the cheat sheets we’re going to give you. Okay. The second, and this is more of an ancillary thing. And it’s because there’s some formatting in the spreadsheet, I’m going to give you to help you identify this faster. You’re going to be adding your overall listing conversion rate into the product data tab. Again, I’ll show you how to do that. And then you’re going to be identifying which campaigns have a lower conversion rate than your listings overall conversion rate. So we talked about that a lot today about how conversion rate needs to be higher in PVC than your listing. So we’re going to identify the campaigns that are actually pulling you down. Okay. Now I’m going to show you how to do that as well. And then finally here, you’re going to be posting the number of campaigns that you have in each ad objective. So you can just copy and paste this. Again, these instructions are in the worksheet. I’m going to about to show you. And you’re going to copy and paste this list with the number of campaigns you have deployed in each. I really want to get an understanding of how many rank campaigns do you have? Because when we know what stage and phasor in and then we can also see how many rank campaigns you have compared to loose discovery, we can get a much clearer picture to say like you probably have high tacos. You probably are having a hard time ranking for keywords because you aren’t actually running any ranking campaigns. We actually saw this with somebody there the day. They were only running boost and loose discovery campaigns. And it’s no wonder their organic sales percentage was so low, they don’t have any ranking campaigns set up to rank for in the first place, despite having dozens of hyper relevant high volume keywords. So these are the action items. Now hold on. I’m going to show you how to do it. So the first thing that we want to do, let me show you this sheet that we have here. So this is one. Actually, I’ll show you the blank one first. So when you get this, the first thing you have to do is you have to make a copy. You cannot edit the sheet or everyone else is going to see your data. Okay. So first tab, make a copy, just go to file, make a copy, save it to your own Google Drive, and then you can edit it. All right. The instructions that I just walked through are here. So I’m not going to walk through them again. The product data tab is going to have your product type. So you can pick whatever you have, your stage and your phase. Everything that’s grayed out, leave it grayed out. That’s going to automate when you paste your data in. The only thing I do need you to do is put in your listings overall conversion rate. And I’ll show you how to get that in one second. The action plan tab, this will populate with the campaign names once you’ve imported data in. And then your actions are just the way for you to take notes for the next two days when we start talking about structure and maintenance. Okay. You can take action in real time. But again, it doesn’t always make sense to do that. So you can take notes and actions here. And then the actual consolidated data tab. This is where you’re going to be assigning your ad objectives. Okay. You can do it for each of the seven. If you don’t know or you know beyond a shadow of a doubt, it’s none of these, then put unclear. And you should have that little voice in the back of your mind saying, well, if it’s unclear, that’s a problem. And that’s correct. It is. So this entire tab here will populate with data once you actually import data into this tab here. So how do you put stuff in this sheet? So what I want you to do is go to Scaler-OS tools. So when you log in, you’ll be at your dashboard. And then you click on PPC in the left hand sidebar here and then click on Maintenance. All right. Once you click on Maintenance, you’re going to come up here and click on the parent product that you want to look at. Okay. You’ll pick the product here. Make sure that when you select the data set, if you don’t have multiples, then there’s nothing to do. But generally speaking, you don’t have to do anything here unless you already, if you’re already in Scaler-OS and you do have multiple data sets or multiple child variations, you can toggle that back and forth. But for most of you, this won’t leave it out of the parent. Leave it as a parent. You’ll almost never have to use that. Yeah. Agreed. So the next thing you’re going to do is select the day range. So let’s take the last month that has sales attributed. So just to keep things simple, I want you guys to take February 8th through March 8th. Okay. That’s in the instructions as well. So the date will be in the instructions. You don’t have to memorize it. From there, what I want you to do is do come down here to this section, if you will, click on toggle filter. And I want you to make sure the spend says anything or that set the minimum spend to one penny and then click apply. After that, I want you to make sure that high didn’t active is off. Okay. You need this off because if you pause anything in the past month, we want to pull that data in. All right. And then the last thing you’re going to do is toggle this. So by default, it’s off. But if you toggle the variables, it’ll show you what you’re listing overall conversion rate is. So this is a conversion rate for this particular parent product as a whole. So 6.64. I’m literally going to come over to the product data tab and put in 6.64 right there. Now the next thing that I want to do, oops, go back over here. Now the next thing I want to do, I have my high didn’t active turned off. I have my minimum spend here. And then all I need to do is export the data. Oh, last thing. Sorry. The last thing you want to do is store it from spend highest to lowest. Okay. This is just going to help you prioritize. There’s no real reason to do this, but it’s just to make things clean in the spreadsheet. So sort the data from highest to lowest in terms of spend. And then you can go to more actions, click export. And it’s going to download whatever data you have down here. So in this particular account, there’s only 15 campaigns deployed. And what you’re going to do is come over to the Scaler-OS tools C30 export. You’re going to copy all of those cells. And you’re going to paste it over here. Now there is one word of warning. Let me see if I can get this. I can’t share it at the moment. But when you look at the data. So it’s going to download an Excel. Sometimes Excel will shrink these columns like this. And instead of having a dollar amount in here, it’ll look like this. We obviously don’t know what that means. So you need to change that. And you change it by just expanding the size of the column header. The fastest way to do that is to select everything and then just double click the open section. And it will automatically expand everything so it can be seen in full. And once you’ve done that in Excel, then you can copy and paste it here. Once you’ve done that, the consolidated data tab and the action plan tab will be filled with your campaign data. Okay. Now again, the actual action item is to assign an objective to each of the types of campaigns that you have deployed. So remember the rules here. It’s one ad group, one ad target, one parent product per campaign type. If that’s not true, the ad objective is unclear. Okay. If you are running exact match campaigns with 10 different parent products in there, that is not for ranking. That is that is a monstrosity for something else. We just don’t know what. Okay. So make sure that you are abiding by the rules, if you will, that are kind of defined here. Again, you’ll have these cheat sheets. So for every sponsored product, exact match single keyword campaign that you have, assuming it’s one parent product, you’re going to go into your worksheet, wherever it is, and just assign rank to it, which is kind of what you say. We should change unclear to monstrosity. It’s a Frankenstein. All right. So after you’ve done that, you are essentially done. So you’re going to assign the ad objectives. And then all you have to do is quickly total up how many you have that are ranking campaigns, how many are targeted discovery, and how many are for each of the ad types. And then I want you to take that list. So let’s say it’s, whoops, back here, I’d say it’s seven, one, zero, zero, zero, zero, zero, zero. Fine. Whatever, copy that list, and then paste it into the Facebook group so that we can get an idea of what you have set up. So that when we talk about structure and transition tomorrow and maintenance on the day after, we can have a really good understanding of where everybody’s at and how things need to work. So yes, we can. Yes, we can. Wait, wait, wait, did Andrew, Andrew, come on camera. Okay. So I think you need to make a PPC 2.0 children’s book. And it’s you’re going to go chat GPT, make me a book about toilet papers, superheroes, and monstrosities. That’s so terrifying. That’s how it all falls. And yeah, yeah, just, just showing that I actually just pulled that over into my next part of the day. I think I love it. I’m way more buff than that. This is deceiving. Yeah. I have one sleeve rolled up. And I’m not, you know, rolled up the shelf. So guys, let’s, let’s go for some feedback in the chat box here. We’re going to jump over into Q&A. But before I do that, I’m actually going to share something here that’s accessible to Tyson members. But before we jump in, how is everyone feeling? Drop in the chat box, drop in the comments on Facebook. Let us know right now how you are feeling about everything that’s been presented. And you’ve discovered here on day two of this five day challenge. So Kerry’s saying, like I can do this. We’ve got great. Thank you for everything. Super pumped, clear, confident I’m going in the right direction, perfection, perfectly splendid. I like that. Like the word splendid. Alex saying it clear now and fired up. So guys, as you can see on screen, the, the real goal with these blueprints tailored to the specific product type that you sell is to give you that roadmap and effectively give you the blueprint or the keys to the blueprint and the framework. That is simple and able to scale. Remember complexity doesn’t scale. We have to get to a point of sophistication where we’ve broken down that complexity into a repeatable framework that can scale with profit. And for any of you that picked up on the profit first analogy, this is a profit first PPC strategy tailored to your product aligned with the current platform. Now, one thing I know about PPC and the reason we’ve been able to get to this level of sophistication is because we have rock stars like Justin, Brendan, JB, Robert Parr, with Dan Head and everyone else who contributes to the PPC component and framework here within Scaler-OS as well as I should shout out all of our Scaler-OS brand managers, our PPC managers and the whole operational side of the business that’s engaged in this and all of our leaders and all of our leaders, especially the super kitchen ones. And you. Yeah, for sure. But really as we all have our streets who pass on our strengths and gone are the days in this business now where you can be a jack of all trades and a specialist of none. You really do have to specialize in areas and deploy your strengths towards the, towards the cogs in the engine towards the cogs in the system that you are most effective at deploying and affecting effective at executing and implementing and then surround yourself with specialist in those areas that you’re not. Now for some people, you’re amazingly creative and really effective at the product component, which is the foundation of success in this business. And then when you look at the data and the numbers, it all looks like God would you go, it looks like reading the matrix and you’ve got no idea what’s going on or you’re just in brown and you wake up, eat, read, sleep, dream about PPC data and can read the matrix inside out and that is your superpower. But I also appreciate going through a session like this can make us feel like this, right? Who here maybe feels a little bit this way, especially for my type of members after kind of driving through all of the data. So yeah, Sarah saying yes, Greg saying yes, Helen saying yes, guys, I totally understand. Now there are challenges with PPC management. As we’ve presented this week and as you’re discovering, one size does not fit all and outsourcing to an agency to an external agency that is not plugged into your overall business strategy has a negative impact who here has blindly outsourced to an agency because they’re the expert and then it’s not delivered the results you expected and has even gone as far as having a negative impact on the business because the alignment of the objective is not in place, spending too much, killing, rank, managing to ACAS, not understanding the products and the placements and the maturity of the SKU within the life cycle to stage and phase. Yeah, again, lots of absolutely is you find yourself in a position where you have no idea what the strategy of the agency is deploying. Yeah, they’ll tell you the best agency in the space in deploying it or maybe working with an external freelancer. And to be fair, there’s a lot of really good PPC agencies in the space. But because there’s this blind outsourcing, there’s no direction being given on what the overall strategy and objective for the product and business is and how it fits as part of your portfolio. And you don’t really know what the agency’s doing to hurt your performance because there’s no strategy or framework in place. And ultimately, this results are not getting the results required, which is JB eloquently put earlier. Welcome to the death spiral. And for anyone that’s been in the game any amount of time, it can be the most exhausting part of the business with margin compression, Amazon fees, Amazon advertising costs and price coming down. That really is squeezing margins. It’s the most impactful lever in the business. Yet it can be the most exhausting. And what I’ve seen from being in this game a long time and kind of working with members over the last five years is it leads to a state of abdication. I think it was Alicia that really kind of put an elegant point on this. It leads to abdication, not delegation. Delegating is empowering someone else to execute your strategy. Abdicating is blindly handing it off, ignorantly expecting someone else to understand the business plan, the strategy and the objective for your business for the current state of maturity and not taking only any ownership over that direction. Now, there is a solution to this and this is something we’ve built towards over the last few years. And it’s something I refused to do until we had full control of all the variables. You have heard me talk about that PPC is the symptom, not the cause. And I’m sure you’ll hear Brendan ranting on that tomorrow and in day four as we progress here. But to effectively run PPC, you have to have all of the conversion elements and the keyword elements really dulled in on the product. But often when outsourcing or delegating or abdicating, those variables aren’t in control and therefore PPC often is the blame. The solution to this is having an integrated strategy and then an experienced PPC manager operating from the same strategic plan, the same strategic framework that you are following and implementing in your business, a framework that is predictable, scalable, repeatable and drives consistent profit. And that is what we’ve built and developed in the Scaler-OS operating system. And for any members here in the Chinese that aren’t a part of Scaler-OS, you’re probably getting a taste of what Scaler-OS is. I get quite passionate about this topic because you probably saw it at the start of this call. I can get really fired up and really kind of go into everything that we put our life and blood and sweat into building a curating and all of our members feedback into and the collective contribution of what we have here in Scaler-OS Network. It really is quite special. So for my course portal, I’m really, really excited to announce and for those of you that are in Cancun, you got a sneak peek on this. We are releasing a have released and set up a Scaler-OS PPC management service. Now this is available to course portal only and that is a very specific point because we know and now have confidence that the Scaler-OS operating system is controlling the variables that we need controlled to make PPC implementation and execution effective. So providing you’re implementing the entire Scaler-OS operating system and all those variables are checked in. I am now confident enough and have enough data and have enough confidence in our ability to deliver results and deliver the expectations on the promise to roll out a PPC management service. And we’ve spent the last three months gearing a good chunk of our resource within our team towards delivering this brand new Scaler-OS PPC management service. So this is available to members only and is broken down into three phases. Phase one of the working relationship of our engagement is taking control. So it’s a thorough audit and full 90 day plan setting all of the KPIs and the benchmarks for your campaigns. We complete a comprehensive product and compressor research to establish and benchmark where the product is at within the market within the category and to assign the appropriate lifestyle stage. We complete strategic keyword research and list creation following everything that you guys discovered on day one. We revisit all of that. We review what you’ve done. Our team, especially this will recomplete that keyword research and make sure that we’re on the same page around the target keywords. And we minimize ad spend using never lists. So we implement and deploy everything that you have learned so far through the challenge before transitioning to optimize campaigns with bid adjustments. So phase one is all about taking control of your campaigns. And all of this is broken down in weekly reporting. And for those of you in for course portal inside of the daily sales tracker, we also update the daily sales tracker with any significant movement on the campaigns. So this all tied back into your dashboard, your data, and you understand what is happening in your PPC. As well as the weekly updates, you understand the micro adjustments in your PPC and it’s tied back into the daily reporting as part of the daily sales tracking. Once we’re happy that phase one is complete and we’ve met certain graduation criteria, which you’re going to discover more this week, we move into transition and optimization. So this is monitoring progress from phase one. We officially harvest keywords and manage the placement of those keywords. We’re analyzing and adjusting the campaign formats, expanding never list and continuing to transition those those graduation from the from phase one into phase two. We’re monitoring advanced criteria across the catalog, which you’ll discover more of across the campaigns, which you’ll discover more of in the next couple of days. And at the end of phase two, we’re really now kind of a good way into the process and the timeline. Again, be patient. We build the correct foundations to this point, which is scaling and optimizing. And so we progress the PPC strategy phases. We’re launching and managing new campaigns. We are continually analyzing performance and adjusting those bids. We’re expanding that never list and ongoing keyword, negation, and really optimizing the system to get it to a point of sophistication. Remember, it’s not what I can add to something is what’s left to take away. And I reference phase one and two there from the blueprint. This is phase one, two, and three of the delivery of the PPC service. And really our goal is to get to phase three in the execution and management of the campaigns to a point where we’ve got a well-oiled machine that’s just pumping out profitable growth for the for the product to the point of it’s just maintenance of those campaigns. So a bunch of case studies here and I’m going to fly through these quickly. You can see here that before just look at the audit items, look at the after. This was executed before was a member launching their product. And after us taking control and implementing through our PPC team, you can kind of see the night and day difference, which was increasing to around 40 units a day and $9,000 in sales. In this one, it was a time 2.0 launch. It was a competitive niche from zero to $7,500 in nine days and $2,000 in gross margin in side of nine days, which arguably is a profitable launch. The case study three before it was 28% tacos and 5.8% gross margin for my tight members, CM3, actions taken. We completed the phase one of the service and we had a 970% increase in CM3 by the end of month three. So we went from what was $1500 of CM3 to $15,000, as you can see, or 5.8% to 21%. In case study four, we had stagnant sales averaging $250,000 each month. We transitioned it to the Scaler-OS 2.0 framework by implementing what’s known as gap analysis and our tight members, you understand what gap analysis is and restructuring the campaigns. We saw a 51% increase in monthly sales by month three and added $143,000 in revenue. And if you look at the CM3 there before is at 29%, we saw a slight increase in CM3 at the same time as growing revenue. So profitable growth in the business and growing CM3 by over $44,000. Some seasonality builds into that but profitable growth through the structure. Case study five, restructuring, first 60 days, 32% reduction of tacos and 30,000 a monthly outspend terminated and these go on and on and on. This one calling out here, you can see from 6.9% CM3 to just shy of 19% profit growth profit CM3 in this product in the transition and I will click through and click through and click through and click through and we’ll know the board get. Yeah, JB, you really laid it out there. So for tight members interested, we did JB’s just flexing, you be flexing. He’s the Rosetta Stone of PPC, let’s be honest. So yeah, for tight members who are interested in exploring this and investing into your momentum with Scaler-OS’s brand new PPC management service, it’s only available to course portal who are implementing the Scaler-OS operating system. The pricing is very transparent, so $1,000 base retainer, that covers two parent SKUs. It’s then $400 per additional parent SKU, $500 in non-English marketplaces just to cover the cost of the additional manpower required on the foreign language, plus 3% of CM3 and that’ll be calculated using Scaler-OS tools. For my non-tight members who may be considering Scaler-OS looking at this in future, that’ll be gross profit. And the really key thing to call out here is when I was analyzing how to price this and how to really drive alignment in the strategy and the execution of the strategy, anyone charging based on revenue, ad sales, ad spend are misaligned with the objective of your business. They are incentivized to a data point that doesn’t serve you profit. So we’ve built this to get aligned with the profit of your business, not ad spend or sales, and ultimately make it a win-win and full alignment in that service. So if you guys are interested in that, my course portal, to apply, you go to course invite.com forward slash PPC management, you can choose to have us manage two of your SKUs, your entire catalog at a parent level, you can decide how many SKUs you want us to take care of the management on, and it’s the same PPC management team that are implementing and managing over nine figures of revenue currently across all of our activity, including our owned and operated brands and our partnership brands here in Scaler-OS. So yes, the retainers are monthly fee with 3% of CM3 calculated using the Scaler-OS dashboard. So here’s feeling quite excited about this because I’ve had a lot of requests for this over the last three to four years, and I’ve always said no, but we’ve now got this framework to a point of sophistication that I feel comfortable and confident that we can deliver on the promise while controlling all of the conversion variables because of where the Scaler-OS operating systems got to. Awesome. Yep, there you go. Everyone saying, thank you. Awesome. So Thina, I want to see us drop that in there because I know that we’ve got lots of members just looking at the framework here going, oh my god, this brings me so much clarity, but it’s so much work and maybe it’s not my strength. And I wanted to accelerate that by bringing this capability to everyone here to accelerate towards their goals. I agree 100% and hold on. I think you’ve been hanging out with Alicia right? The little too much. Say, oh my god again. I said, oh my god. I know. Did I just say that like a valley bird? It only took me 10 years. 10 years. That would be kind of like a valley girl. That would be cut out of the recording. Okay, cool. So all my Facebook people, we’re going to go ahead and wrap up on Facebook. You’ve got your action items well done for showing up for day two. Go away, complete those action items because that is really going to set you up for the action that we’re going to take tomorrow as Brendan takes us through the main sense and transition conversation. And Brennan, do you just want to quickly summarize what’s installed for day three and what people should expect to show up for tomorrow? It’s going to be dense. I’m just kidding. Actually, I would actually argue that it’s going to go a little bit more downhill from here. So the goal tomorrow is to help you. We’re going to use the cheat sheet that you’re creating today and look at the campaigns that you have in there. We’re going to identify the multi targeting campaigns of things that are interrupting your success and your clarity on Amazon and then start to chip away and where to start unpacking that. Again, like we talked about today, the goal is not to freak out. The goal is not to change everything all at once. We’re going to give you the sort of low hanging through to start with and take you through the journey. And then we’ll get into maintenance on day four. I love that. We’re kind of we’re kind of at the peak, right? Wait, did Brendan, I think you need to rephrase the downhill, right? It’s going to be easier. Downhill momentum. Downhill momentum. No, I got it, man. I got it. I got it. We cycled to the peak of the hill. We were up the hardest point in resistance and now it’s that nice, comfortable coast down the mountain. Let’s clarify. This is a hike. This isn’t a hike. This is a hike, not a roller coaster. Let’s put it that way. We’re not like, it’s fine. It’s just we’re on an easier trek down the mountain so that we can get better clarity and everything’s easier. Yeah, yeah. We’ve made it over the hump and we’re now kind of coasting into the action and into the results. There you go. So Facebook, we’re going to go ahead and say goodbye. So everyone say goodbye. Facebook will see you tomorrow. Remember day five is VIP only. It’s all about rankings. So if you want to jump on that, I’ll drop the link in Facebook group. I also did another one of my Facebook things and so we’re going to put that in the chat here. But I would love for you guys to go onto my Facebook, inspire those around you. And it says, talk to me about Titans Day 2 of the PPC 2.0 program. Yesterday you guys did an amazing job and I’m taking notes of all the fabulous people that are not just posting on that, but the ones that are really doing their homework, they’re interacting, they’re bringing the energy, they’re posting in here. It’s like that is the spirit that really makes this work and makes it fun. And I can totally see, you know, the leaders, the Titans, the sort of overachievers, they’re all kind of like really showing who they are. And I take note of that and I like to reward you for it. So go ahead and go to my Facebook. I just posted the link in the Facebook group and I’ll post it here as well. And then we’ll see, it’s going to be good. Amazing. And then we’ll also guys, as soon as we get done here, the replay of day two will be available in the Facebook group. I’ll include the resources there, the action items, just like we did on day one, Justin has just posted the link in the chat here on Zoom. But we’re going to say goodbye Facebook and we’re going to jump into our VIP Q&A now here in Zoom. So for my VIPs, please go ahead and drop your questions in the Q&A box. We’re going to hang out here for around 20 minutes or so, covering off any Q&A. I know that there’s been a bunch of questions answered in real time throughout the whole session as well. Some 60 questions answered. So we’ll run for 15, 20 minutes here. And then I want you to get off into taking the actions that Justin walks you through here today. So Justin, Brendan and everyone else here, over to you guys into the Q&A. And I’ll go ahead and take care of the replay and stuff here just now. Awesome. So, oh my goodness. This is a long question, Tom. Yeah, I read long questions. Oh my gosh. All right. I read it. He has a supplement. He’s unsure if it’s non-subjective, semi or subjective. He has a lot of high volume keywords that he could rank for. And there are like for like competitors with similar ingredients. You know, it’s classic. It appears non-subjective, but it’s definitely. Well, let’s clarify, too, because one of the edge cases within the structure is sort of the overly competitive. So like supplements is a really good category for this. What I would do is treat it more like subjective because the cost per click, the cost to acquire sales is so high, that you’re probably going to need to start with a little bit more targeted traffic or targeted discovery campaigns, lower cost per click, and then sort of graduate those into campaigns you can go after. I’d also recommend starting more arrests of search on that. So again, you’re sort of treating it like subjective within the placement piece, within the timing of targeted discovery. But it is more non-subjective in the sense that you have competitors. You have a lot of keywords. You have density within those keywords and volume. But yeah, slide on the scale of subjective. Hopefully that covers that, Tom. Let us know. Yeah, the buying decision is much more difficult with supplements. That’s right. Pretty much the reason why. Right. There’s just a lot of them, too. There’s just a lot of options based on ingredients, based on all the things that people are looking for. That’s what truly makes it subjective. But there’s so much volume in even the sudden issues of that. That it creates a little bit higher cost per click and a lot of browsing as well. So I was going to say also with that particular product that the main non-subjective keywords are really expensive. So everything you just said makes sort of sense. There is a question. I’m going to say that question from Errol. I think JB that’s going to be one of your examples in regards to like this seasonal cell through conversation. We’ll say that one for a minute. Next one from Janet. How do you create a nevertheless for keywords when you have a subjective product that is getting ready to launch? And there is no data yet from discovery campaigns. The question moved. So the nevertheless comes from your keyword research. So you should be importing in competitor data from that existing competitor data that is already on Amazon. Now if you are a truly subjective product and no one’s like for like, remember the buyer intention is going to be your likeness. So if you sell like a gift basket for Valentine’s Day, then anything else, even if it’s a different components, but it’s a Valentine’s Day gift basket, you’re going to import those competitors in to see what they rank for. And then for the nevertheless purpose, you’re going to discover what keywords or search terms are just not relevant. So if you see something like Christmas, that’s not relevant if it’s purely for Valentine’s Day. So that’s going to be your approach for that type of product. One one a pro tip on that. So like when you’re in a subjective category and you’re in that because you’re starting target of discovery sooner, when you start to get indicators or indications that certain keywords are working and certain targets are working, you can take that knowledge. So I made five sales on excerpt from our keyword. You can look at those words and start to use those to filter out the results inside their relevancy tools. Well, don’t don’t feel like you have to go do research and then have to deploy and have to go to research. You can use what you know inside of the search charm report as well. So don’t don’t feel like you have to have life for life and you have to have it all perfect. Use what you know, use what the data is showing you and then start to filter out over time. And then more of those results, you get the more keywords, you’ll be able to filter out and start creating lists for it. Perfect. And other question from Errol here says in your chart, under the defensive campaign ad objective, you have placement split testing as one of the campaign types. So this is a can of worms. We didn’t really intend on talking about it this week. It’s something we will spend more time talking about on the PPC work party and stuff. But the general idea is that once you achieved or gotten to phase three, all right, and you are ranked, let’s say, in position one, two, three, maybe even four, and you’re still targeting top of search in this example. You can start split testing whether you should move to rest of search while still being able to rank in the same organic position you were in. This is a much, this has to be like incredibly controlled split test because the last thing you want to do, change your placement, change your conversion rate, and then fall down to the bottom page one. A better approach to start with is likely just capping your budget for that campaign. But it’s a much bigger conversation that we’re going to have to say for PPC work party because we need a little more information as well. Just to be well, I’ll have examples of this on the maintenance day just because we’re going to go through a bunch of examples of brands that we have and I’ll have some screenshots of this stuff. This really the scenario that this falls under is like I’m ranked number one and I’ve been ranked number one for the last however many weeks. I’m spending a lot on this keyword. I’m actually probably overpaying based on a cost. Should I pull back? Like that’s usually where that’s going to come from. So what Justin just talked about is sort of that point is like when you decide whether to pull back or not, and that’s going to be dependent on some other things that will go over on the maintenance day. I do have that as an example that I want to cover. So we’ll go with that. Guys, can I just clarify one thing for anyone who’s not a Scaler-OS that’s on this call? We say work party like everyone knows what a work party is. So basically I’m going to lay many years ago when I was you know just starting on Amazon. We’d have like a special person that happened to come into town, right? Let’s say like a Justin or Brendan or a Kean or somebody who would come to town. We would literally go to like a we work and with our laptops and we would work and I would call it a party, right? And so that was a work party. And so in Scaler-OS a work party is where we have like a very specific topic where we have experts and we have the time to actually unpack things, answer questions, be interactive. Like we really get to kind of get deep and geeky about the different topics because some people have one pain point that’s different than the other pain point. So we wanted to give you guys the time and the space with the right experts and we have all different types of experts and all different types of topics. So when you may say work party, that’s what we’re talking about. Just wanted to clarify that. And they’re super fun because we’re tired. Fun because they’re a party and we get to work. And they play bingo. We don’t play bingo for sure. No, no, we have virtual bingo on PVC work. We have a game show at the end of the year to summarize what they’ve learned. Wow, you guys are really fun. They also used to do it. They also used to do it to me because of all of the the one liners that I used to drop every single week. So the it depends on TV talks about or moving on for the sake of time. Like I would say the the classic 10 things every single week to move the conversation forward or to drive home a point. And so it became a fun being a game that Robert started for everybody. All right, back to your regular schedule. Rockstar question answering. All right, cool. This one’s from Matthew says during the launch phase one, is there a quicker way to get or to make sure that I get data quickly for each placement? I’m six weeks in the launch and I still don’t have data for some placements. I feel like I’m just out here guessing on what my bid should be. Sometimes I said it at two dollars. Sometimes it’s at three, but I’m still not sure what’s going to get a click. Is there a way to improve this? Faster, essentially. So do you have any pro tips for him on this? I mean, I have my perspective. I mean, a lot of times it’s like you might be an indexing problem. It might be outside of BBC. That might be causing the issue. That’s where my head goes first. That’s where I’m thinking too because it’s very rare that like you have impressions, you have clicks, you have conversions. And then it stops like within a week or two. That sounds like a GL code problem or like an adult flag where they dig index you or something. It sounds like you never had traffic either. So that’s where it becomes more of a, can you check some external factors? Make sure the keyword is in your listing somewhere as well, back in search terms or somewhere in your bullets or title. But oftentimes, if you increase the bid, so five, six dollars and you’re still not getting anything, it’s definitely something external causing the issue. So sometimes you have to test the little bit of a triangle to figure out what’s going on. But if you want to get indexing on it to what Justin said earlier on the broad campaigns, like sometimes you can start like a broader phrase campaign, put that keyword in there, put a little bit of a bid on it, get some impressions going on it. And then if you can turn it off, start the exact, it’ll start to pick up again, sort of like a little bit of a hack. But Amazon sometimes makes it difficult. But this is what’s up? Are we answering Errol’s question or whose question? Matt, that was Matthews. That was just answered. We can talk about Errol’s question. It’s it’s a unique scenario. It’s what this is one of the edge cases. So we came down to three different product types. And this was a scenario that could have had its own, but it doesn’t really. So all right, let’s have it. Since I’m launching a new brand with a pricey high end designer beach towel, highly shoppable niche, I can only start selling them a month before peak season. So even if it is semi subjective product, I will treat it as a subjective product. I will not try to rank for keywords much. Only a handful of hyper relevant ones as season will be over even before I can rank. It will be very expensive and timely to try to rank in this category. I might even run SD product targeting campaigns as soon as I get enough reviews. And then it’s a single product listing. He’s enrolled in Vine. So goals are collect the reviews, sell my inventory for the summer, break even, with minimal loss, and build a listing for next year. Next year, goal will be to relaunch them and hopefully make a profit. So this is what we call like a seasonal shelter. So you basically have a very short window to get rid of your inventory and do it hopefully, profitably. If you can’t do it properly, it’s kind of defeating the purpose. Now, if you’re investing in this year or next year, good work. But I would still argue, you should try to profit in year one, even though you don’t have reviews as of yet. But JB, you want to expand on what you’ve done with these particular products that worked well? Yeah, yeah. I mean, it’s going to depend on length, like really short selling seasons, like a Halloween, for instance. We will go after audience ads. Maybe we just open up an auto-close match I did say that tonight. Anyway, so what I would say is in your case, it’s a little longer selling season, but I do understand where you’re going. I think that what I would do is still kind of test abroad, but I would definitely, and a few exact matches, but I would definitely just focus on rest of search. If your price range is that high out of, I mean, I know the beach pal, I mean, you’re talking, you know, $15 products. So if you are in the $50 to $60 price range, then rest of search, you know, maybe even the video ad is probably going to, you know, that’s probably like the spot you want to be in, because one, you’re just going to click clicks at top of search, because people are going to be wondering why you’re five times higher than everybody else. So I would look at that, and you know, test some of the, I still would test keyword campaigns. I think you have a long enough season that those keywords can hit home, but I agree with you in the fact that like, don’t go super aggressive, don’t go super top of search. I keep it more broad in general, I think, in lay in the rest of search product page area. Yeah, like, just to expand on that, I think, yeah, you’re staying rest of search as far as placement, if you’re going to do keyword targeting, I think everything that you manage as far as like, you basically want to focus on boost campaigns, and then operate for a cost. And then what I would do is just as more of a side piece of this, we didn’t talk about like, or a side tangent of this, a little mini rant. And if you go to brand metrics inside the campaign manager and look at the category conversion, I can send a break down. I think we didn’t go over that today because we wanted to avoid it because it can cause a little bit of confusion, but for subjective products, I know beach towels, I used to run beach towels, so I still do. I know that category has a very low conversion rate, probably somewhere like five percent, and you want to be able to benchmark the category and then look at your performance on those boost campaigns and anything that you’re running for that benchmark and just see if you can try to level that out or be above that threshold. But yeah, it is a unique situation. I would try to run more ACOS management. Don’t go for rank, just go for boost, essentially, at that point. Love it. Your nerd level is at a 10, and I love it. 11. 11. I’m sure it’d be on. You broke the scale. That was that was quite deep there. Actually, the square root of 100, so just throwing that out there. They’re your kind nerds. I know. All right. Next one here from Chunlin says, I have an issue figuring out what keywords are relevant or not. I think I’m in a semi-subjective, but I convert for keywords that are in totally different niche. For example, I sell general painting items, but one of the items are used by gamers and my product converts for the saying Warhammer, which is a gaming term, and any related keywords. Do I keep these in my root keyword as one of the best converting keywords? And my number one search query performance keyword is a product of Warhammer kits. So I’m quite confused as to, it sounds like you have two different avatars. It’s kind of what the issue is here. It sounds like your product is meant for one purpose, but it can also be used for another purpose. So I don’t know whether it’s semi-subjective or not is really the question. It’s more so which keywords should you target? I think it’s what you’re getting out of here. And think of splitting it up in the two lanes. So like Brendan was talking about this week with one of his products where he sells to this one type of person for one purpose and they can sound to another type of person for another purpose. So if you’re paying kids are meant for this one avatar, but there’s also another avatar in the gamer category that is using it for a specific game, then you essentially have two different sets of keyword families if you will. So do your research and base the relevancy on what your product was meant to do when you developed it. And then if you do find that you do have this like micro niche where it’s targeting gamers, then do research for that as well. And then if you are seeing conversion in ads or organically in search query performance report and all that, then by all means you can’t target them. It’s not like a either or you can do both just make sure you understand why why it converts well in this one instance, but it doesn’t convert for another game or whatever. So hopefully that makes sense. Yeah, I think I think that might be a brand. Sorry, I think that might be a brand. Yeah, that when I searched it, there’s Warhammer.com and it’s building paint. So it looks like yeah, so it is low. It’s a funky one. So it’s like a brand related search charm. Yeah, but they don’t have a name on it. Right. And they don’t have a presence on Amazon. I don’t believe. Let me just double turn that. So this could be this actually turns into an edge case. Yeah. Guys, we should definitely hold some super edge cases for the work party. Yeah. Okay. Why are you laughing? I’m trying to read through some of these. Okay. I get to answer one of these. And it says, will you guys offer a discount or an offer to join Scaler-OS at the end of the training, assuming when passes qualification and brings the right culture, the answer is that at the end of this training, it’s going to get absolutely bonkers and you’re probably going to get a member of my team instead of speaking to me. I opened up a few more slots. So if you want to chat, the offer that we have at the end is the same offer that you get now. So I just posted it in the chat there. I would book a call because at the end, it is going to get a bit crazy. It always does. All right. Sorry. I’m being a terrible host here. I’m typing in things and trying to read it at the same time. All right. I’m going to help you out with a few more questions. And then we definitely want to end off because we want these guys to do their homework, get ready for tomorrow, make sure they get a good night’s sleep and all the things. Yeah. So all right. Two more questions. That’s it. Ash’s question is, how do I get the conversion rate for my subcategory so you know if you’re better or worse? So it’s, if you go, is it insights and planning and the PPC? So if you go to the campaign manager, I’ll do it. I’ll drive. I’ll drive. That works. Yeah. So inside of, yeah, I saw it and I jumped on it. So under brain metrics, so if you go, this is a little arrow inside campaign manager insights and planning. If you go up and click your brand and then change category. So you’re trying to find your subcategory. You want to go all the way down to this list. So cut resistant gloves and select the subcategory that you’re in and hit continue. And then once you find that, you’ll go to this view detailed metrics for your brand in this category. And it will show here. So customer conversion rate, you’ll see the category median here. This is your conversion rate. And then this is like topic category. So you can see like this product and this fits right in line with the category. The one caveat to this is the more subjective your product. The heart of this is to read between the lines on because it doesn’t your category, your product selection or the amount of products in that category is different. Which means there’s going to be a different conversion rate for a lot of them. Beach towels is a good one because like beach towels beach towel like camping towels are good when cover resistant gloves is fairly good. Although there’s some differentiation in that. But it’s a non subjective semi subjective. So in those situations, you can typically use this. But for the example that got brought up for beach towels, I knew this would work because I know beach towels is pretty much beach towels. Like there’s not a lot of differentiation in that. It’s a there’s just different material types and utilities and stuff. But that not too many differences. And it is a highly subjective product. And you’ll want to pull this as a benchmarking system. So more of a side tangent pro tip. But hopefully that helps you guys if you want to use this for reference, but there are caveats here. It’s a don’t hey, Brennan Matthew as asking if the data in this section is advertising specific or if it’s category median like for ads versus the entire category. Yeah, I think they go ahead Justin. Sorry. Or at least your your metric is for sure PPC because they will align with as long as the date ranges are the same. It will align with whatever that your PPC conversion rate is. So that’s 26.02. That’s PPC conversion rate for that day range. I would assume category median and category top are the same. They don’t really tell us, but it should all be PPC related data. And again, it starts to find a support which should be more global. Just keep in mind like it’s Amazon’s language here is very weird like they it’s like sort of like the funnel and consideration of purchases and all this stuff. It’s a decent benchmark. Amazon doesn’t give us a lot of clean data for conversion rate benchmarking. We know that otherwise we’d be doing a full presentation on the SQP report at this point. But this is the best just again, just get a general idea. Don’t use that you don’t have to use this as a specific benchmark. It’s just like if you’re 2% versus the 7% that’s the category median. Like the median at least sets a boundary to say, well, I’m not even performing above the medium of the category. So of the 50th percentile in the category, I’m not even above that. If you’re not above that, you’re likely not profitable. So like you can at least use that as some sort of a sliding scale to justify decisions and stuff like that. So hopefully that helps. Again, not to be all in doll. It’s a nice indicator. And just thought for the beach towel specific example, it was helpful because I know beach towels categories pretty much what it is. So I remember when you had samples of your beach towel friend in and we got to like check them out. That was cool. Yeah, more in Texas. Yeah, I like that. Anna and Thailand. That’s right. Anna silently like slaying these questions. She’s just silently just busting through and I just want to ignore it. Anna’s a ninja, guys. I don’t know if you know that about Anna but she’s a little ninja over there. She’s like quite and small but like mighty, you know. Oh, yeah. That’s my idea. I do have a t-shirt with that saying. I love it. Okay, guys, do we have any last ones that we’re going to take? Are we pretty much good? I think they’ve all been answered. Oh my god. Okay, everyone, give these people some mad love. Day two is over. They absolutely rock the party. I think my favorite moment was just seeing that ridiculously huge board of all the things and all the things like it looks like someone’s mind like on a ginormous paper and how they were able to take that and just condense it down into this yellow, red and green system. So even though it might seem a little overwhelming and some of the steps you’re working through it, the great thing is we have the system. It is a system and if you fall along, you’re going to be able to get to the other side. We have the support and the wisdom and the mentorship within Scaler-OS and all the work parties. So we got you. We got you. And this is not the end. Tomorrow, same time, same place. Buckle your seat belts, guys, because even though we did the analogy of things starting to get a bit more like we it’s going to be. It’s all downhill from here, guys. Let’s go. Powerful. We’re going to go. Okay, just to recap. What are we talking about tomorrow? Talking about structure and transition. So like where you’re going wrong, working from the end of that, the right side of that campaign structure that we showed you today to the front and showing you where you might be going wrong. When you have multi targeting campaigns, all of the good things in there. So I’m going to be giving you guys a step-by-step playbook and then once we get into maintenance, we’ll get into the fun stuff where we start showing you how simple it can be once you get your structure right. Okay, guys, and then here is what I’m going to do. I’m not promising you’re going to get me because I do have a couple other team members. By the way, the guys that we have doing these calls that are not me are like seven figuring above Amazon sellers. So the only people that I trust with you are like the best of the best. So go ahead and book a call with me or whatever my amazing team members. And we can chat with you about Scaler-OS, explain things as the week progresses. It’s going to get harder and harder because people are going to get even more excited and it’s going to be more difficult to reach us. So it’s better to just have a chat now. See if it’s a good fit. See if it’s a good culture fit. Basically, you have to be amazing. That’s all. That’s the main area. I always just sit there. You have to be amazing. You just have to be a good person. We have a no-able policy basically. So you just have to be this like great awesome person and then we’ll take you and then we’ll just change your life and helping make tons of money and you’ll have lots of new friends and basically that’s what we’re going to do with you, which is fantastic. So oh there I love Sarah. I started a great job. That’s exactly right. You’re climbing the hill, the mountain and then you get to do the fun part which is going to start tomorrow. Okay, cool. So all right guys. Same time. See you. Manyana. Lots of love. Bye guys.
Resources
Section titled “Resources”- Source lesson: PPC Control Part 2: Selecting Campaign Objectives for Precision PPC
- Resources: none attached yet.
Track: 06 — Team, Systems & AI Operator Layer
Module: AI Operator Console