NOVEMBER 23, 2020
Here’s the recap of our November 19th, 2020 webinar:
Sell Smarter – How to Optimize your Amazon Advertising
In this webinar, Sellozo’s Amazon experts cover:
Keyword Discovery with Campaign Studio:
How to quickly and easily manage your PPC campaigns’ keyword discovery and optimization with drag-and-drop tools and templates.
How automated testing not only saves you time but money and improves overall sales and return on ad spend.
Optimizing Bid Adjustments:
How automated adjustments and smart campaign logic can help your pay-per-click campaigns and sales.
Ad Day Parting:
How to stop unnecessary ad spend and optimize for the right audience at the right time.
Why Sellozo Might be Right for You:
Thinking of trying Sellozo? We look at some key differences and benefits.
Campaign Action Items:
We provide pro tips for you – actual key action items you can take – to improve your campaigns TODAY, with or without Sellozo.
Our Amazon experts also provided additional tips, insights, and answered questions from attendees.
Ready to improve your Amazon business? Book your free demo with an Amazon expert.
Read The Full Text Here
-Alright everybody, welcome to our webinar, Sell Smarter with Sellozo. We’re glad that you’re here. Just a little upfront, if you have any questions while we’re going, you can put them in the chatbox. Kris and I’ll be more than happy to answer those questions. But before we get started, I’ll introduce myself, I’m Dustin Kane. I’m an Account Executive here at Sellozo. With me is Kris Gramlich. How are you doing Kris?
– I’m doing good, thanks.
– Kris is also an Account Executive at Sellozo. Both of us have been sellers on Amazon, we run our own business on Amazon, we’ve been doing that since about 2013 each. And every day we talk to sellers like yourself in our capacity here at Sellozo, talking to them about their advertising and how Sellozo can help optimize and automate their advertising. So we are glad that you’re here. We’re gonna run through just some topics here. Kris, go down to that next slide, please, if you don’t mind.
– Hmm, sure.
– We’ll go over what we’re gonna be doing today. We are going to be talking about some different aspects of Sellozo, and some different strategies, and how Sellozo can help you with your advertising, and as well as more aspects of your business. And then we’re also going to jump into a quick live demo of the Sellozo platform, and then we’re gonna open it up for any questions that you guys have at the end, as well as we’re gonna have a discount code for you at the end here for going through this with us, this webinar today. So today we’re gonna just go over a lot about Sellozo. So Sellozo is a tool that offers a lot of really in-depth reporting on your account, as well as fully automates and optimizes your PPC ads on Amazon. So we’ll touch on down over here in a second our Campaign Studio, which is our proprietary solution inside Sellozo that helps you to do everything from automating Keyword Discovery, to moving keywords between campaigns, negative keyword creation, and adjusting bids daily on all of your keywords and targets, all based on a Target ACoS. So we’ll dig into that and how this can save you an enormous amount of time managing your campaigns. So like I just mentioned, that’s our automatic testing, that’s our bid adjustments that are happening automatically through Sellozo. We also have Dayparting, which we’re gonna touch on, which is the ability to schedule when your ads run. Really powerful in terms of potentially saving you money on your ads, so we’ll really dig into what Dayparting is. We’ll also touch on why Sellozo might be right for you and how it can certainly help your Amazon business. We’ll touch on some Campaign Action Items, some of the different strategies that Kris and I utilized using the Sellozo platform. So we’ll touch on those as well, as well as we’ll open it up to some questions and answers. Alright, Kris, take it away. Show us how we can boost our sales with Sellozo.
– Yeah, there’s a lot of stuff you can do inside Sellozo and it doesn’t have to all be automated. So you could still do some things manually, like bulk operations and stuff. So there’s still things you can do inside the app that you may wanna still control. So, you know, you can automate some stuff too, but there’s still things you can do manually if you choose to. So I think the first thing you wanna do is you’ve gotta know your strategy, right? So you and I talked to sellers all day and some sellers are trying to scale their ads, some sellers are trying to just lower their ACoS a little bit, and try to get some more profit in their business. So I think the first thing as a seller, and I think you and I both would agree on this, is that you gotta know where you’re at, right? Like you gotta know, are you trying to boost your sales through ads? Or in your ranking through ads? Or are you trying to kind of like dial that back because you’ve already achieved that ranking organically, where now you can be a little bit more profitable? And that’s where Dustin and I can help, and we’ll show you how to actually do this inside Sellozo today as well. So there’s tools inside that you can increase your sales with, there’s things like that, you could add the top of search multiplier, you can put single keywords in the campaign. That’s kind of a strategy that I’ve been harping on recently, and that can kind of help you aggressively rank your new products inside Sellozo as well, and then for those again, that are already profitable and that are already ranking for their keywords, and they wanna be more profitable and lower their ACoS, you can do that as well inside Sellozo by reducing your ad spend a little bit and also reducing your ACoS. So it’s kinda, again, know your strategy, know where you’re at, and then pick that strategy, and you can use that inside Sellozo to obviously increase your sales.
– Yeah, and one thing I like to talk about, ’cause you’re talking about knowing your strategy, Sellozo is a phenomenal tool that will automate whatever your strategy is, right? And so you have the ability to design your strategy quickly and then have all of the details, all the busy work, the bid adjustments, the negative keyword creation, is all done automatically based on your strategy. So the tool will do what you want it to do. So it’s a nice way for you to set that and go. Now, we can take a little bit of a closer look at optimization as well here, and we are going to jump into a demo. So we’re going to actually show you here in a second, what the inside of the platform looks like and how our tool is doing all of this. But one thing that’s really important when you’re looking for an automation tool to help you out, is understanding your total ACoS, because a low ACoSs is not always the answer, and this ties into what Kris was talking about, about knowing your strategy. So, the ACoS metric that’s reported inside your Campaign Manager is just your ad spend, divided by the revenue generated from ads. So it does not include your organic sales, which can be a by-product of your ads. In most cases, it is a by-product of your ads, when you advertise, your product ranks organically, and you start generating organic sales. So a calculation that we have inside the Sellozo platform is your total ACoS, which is your ad spend divided by all of your sales of that product, whether they’re organic or paid, and so that shows you the impact. So there’s many cases where you’re ACoS that inside your campaign manager might be higher than your profit margin, so it seems bad, it seems unprofitable, but your total ACoS is actually well under your profit margin and highly profitable. In which case, knowing that means you might have the potential to even be more aggressive with your advertising, and rank more. So Kris and I talk about this all the time about optimization is not just lowering your ACoS, okay? Optimization, it’s the full impact of what your ads are doing for your business. Like if you advertise a little bit more and you triple your sales, even though your ad spends higher, your profits higher, your margins higher, etcetera. So that can be a win. So that’s what happens inside Sellozo, is we will optimize the tool optimized based on what your goals are.
– Yeah, that’s a good breakdown. I think that term that gets thrown around is TACoS, total ACoS. So if you guys hear that term, that’s the same metric that we’re tracking as well. So pay attention to that, and again, to your point, Dustin, a low ACoS is not always a good thing. You may be leaving money on the table, right? So like if you’re making 40% margins on a product and you set Target ACoS at 10%, there’s 30% that you’re leaving, that may be potential sales that you can get. So, you know, a good role that you and I’ve always talked about is when you set Target ACoSs inside the app, I always recommend going, at the very beginning, especially if you’re ranking, at your break-even profit margin, because you wanna kind of give your sales or give your ads as much room to grow your sales as possible. And if you set your target ACoS too low, you’re only hurting yourself. So, you know, max that out, ’cause you wanna try to get ranking for your product. And as you achieve that ranking, like I mentioned earlier, you can dial that back down inside Sellozo. So good tips there.
– Hmm, yep, I’ll let you take the next one, yep.
– More of that under here. Uncover new opportunities. So watching your campaigns, bid adjustments and Sellozo will do it all for you when you set your Target ACoS. So these are the things that we’re gonna automate. The tool will automate your bid adjustments every day. It’ll go through your campaigns and adjust your keyword bids every day for all your keywords in that campaign. So that part’s being taken care of. The tools gonna do that for you. Also what you can do is you can map campaigns together, we’re gonna touch on this here in a minute is about a Campaign Studio where you can actually take your campaigns and link them together, like build little flows, and your search terms will travel to these little other campaigns and Sellozo’s gonna automate that transfer for you. So the initial setup, once you get that set up, you don’t have to constantly download search term reports and move keywords from one campaign to the next, and make a negative keyword over here, and that negative keyword over there, like the tool’s gonna, do that for you once you get it set up. So those are some of the things that sellers don’t wanna do because it’s very time-consuming. I was talking to you about this earlier, like we would spend our Friday nights back in the day, like automate or not automated, manually going through our campaigns and like doing these negative keyword targeting, and like moving our keywords from one campaign to the next. Now with Sellozo, that’s all being done in the background, so that you and I as sellers or sellers out there, you guys can focus on sourcing, negotiation, getting a better listing, get more images like you guys can focus on that. Sellozo’s gonna do all the heavy lifting in the background. So once you tell the tool your Target ACoS, the Sellozo software, and the ad engine is gonna take care of all that for you to try to get you to that Target ACoS that you set. Let’s talk about Dayparting.
– Absolutely, and great points that you made there. I think just to touch on again, what we talked about is, you’re able to design the strategy and have all that work done for you, for me as a seller, I don’t operate well when I’m having to dig into spreadsheets and make thousands of adjustments. I’m focused on, man I’ve got a great product idea, I’m gonna call a supplier right now. That’s where I live, and so getting down into the weeds of it, even though I understand it, even though I want to do that, I wished I could do set aside time to do it. It just doesn’t work that way, and that’s where having a platform like Sellozo can just make all the difference in the world.
– So your point, it’s a different mindset, right? Like when you’re creating a listing and images, and titles, and bullets, it’s a creative mindset, right? You’re getting creative, you’re trying to figure out what’s gonna be a good image. When you’re getting to PPC, it’s like analytical, like data, spreadsheets, and you kind of have to switch your mindset a little bit. So you’re right like I think sellers love the part of like sourcing, negotiation, images, and all that, and this part’s a little bit different, it’s more analytical. So that’s where, to your point, Sellozo can kind of help you out automate that, so you can kind of focus on what you’re good at.
– Absolutely. And another thing that can help in the efficiency of your ads and the performance is Dayparting. So Dayparting inside Sellozo is very easy to set up, we’ll show you when we get into the demo. But what Dayparting is, is Dayparting allows you to schedule when your ads run. One of the negatives in the Campaign Manager on Amazon is you have no data on what time of day your campaigns perform better. The only thing you know is you had a sale at two-thirty today, but you have no idea, was that from an ad? Was it not from an ad? Were there 200 clicks at two-thirty on your ads? And you spent $100 to get that at two-thirty? You don’t know. So Dayparting, there’s a couple of reasons which Daypartying can work. One is if you wanna conserve your budget if you’re running out of budget at noon every day, and you can’t raise your budget, you can turn your ads off from like midnight to 6 AM, 7 AM, and then our tool will turn them on automatically for you at the time that you set and run them. So that way you can conserve your budget for during the business day or whatever. The other thing with Dayparting that you can do is you can actually, inside Sellozo, clone campaigns, so that you can have identical campaigns that you run at separate times of the day. You can do two campaigns, three campaigns, whatever, and test out different times of the day. And over a couple of weeks of data, you will find out what time of day you convert the best. And then you have lots of options, whether you don’t run ads on those poor performing times, or whether you have a low budget on those times, and you have less aggressive targets, and on your sweet spot of the day you put a big budget, and you’re much more aggressive with your targets. So there’s a lot that you can do with Dayparting. Now you can do this without a tool, but you need a timer that goes off and you have to go into your campaigns every day and turn them on and off based on that. So it’s really unfeasible and our platform allows for you just to automate that. One thing I wanna touch on this, ’cause I think it’s fascinating, and Kris and I, we were talking about this the other day, and I’m really disappointed in myself that I didn’t figure this out on my own earlier, but at 12:01 AM Pacific Standard Time in the United States, if you’re selling in the United States, and others it’s GMT time. But if you’re in the United States at 12:01 AM Pacific Standard Time, everybody’s ad campaigns reset. So if they were out of budget the day before, at 12:01 their new budgets start, and so midnight is the most competitive time of the day possible to run your ads. And it’s interesting ’cause that’s why they’re built to run on a budget, they’re getting all their clicks in the middle of the night, and then they’re out of budget. If you start your ads later in the day, you could actually be coming in when everyone else has run out of budget, and the cost per clicks are much, much lower. So it’s just interesting.
– This is what makes selling on Amazon fun, is there’s a game involved, and you can use tools like this to help win that game.
– And we just did a podcast on this, talking about Dayparting, and to your credit, is the most expensive cost per click at 12:01.
– And then throughout the day, they get a little bit cheaper. Now, if a guy’s got a big budget, obviously he’s gonna keep that time all day,
– but if sellers got $23 to spend, they’re gonna be out of budget by 4 or 5 AM. You can kind of sneak in there and get that sale and get a lower cost per click, and you can keep your budget for more like high converting times. Now, we all know the conversion rate on Amazon’s pretty high anyway, ’cause people go there to shop, but throughout the day the conversion rate gets a little bit better. So you can kind of come in and get that top of search placement, and your cost per click could be lower because you’re not, you know, aggressively bidding or you’re not competing with those people at the very beginning. So I’m with, I can’t believe I didn’t think of that either, but this is something I have put on all my ads now, is Dayparting, ’cause I wanna get my cost per clicks a little bit lower, but I also wanna come in and save my budget for later in the day.
– Alright, let’s go onto the next one here, let’s see what we got. Let’s go on to the next one. Okay, Sellozo might be right for you in your business. So we’ve touched on it already in this little slides here, but we have the option to automate all your ads. You can automate your ads inside here, fully automated. It’s different from other tools, we don’t have you set like rules, you don’t have to come in here and set five clicks, do this, after 10 clicks, do that, move my keyword here and do this. Like you don’t have to do all that, all you need to do and tell the software, we’ll show you here in a second is just tell us your Target ACoS for that campaign, we’ve already got the algorithm built-in, you turn on the optimizer switch, and we will start optimizing that campaign for you. So if you don’t know where you wanna be as far as rules, or you’re confused on how to set all these rules, and really that’s more of a manual than it is an automated thing. Sellozo’s gonna automate that just by turning on a switch and tell us your Target ACoS, that’s it. There’s other tools inside like a dashboard where you could see all your product data. You could see how profitable you are, you can see the location of orders, you can see your inventory, you could see your financial reports. So there’s a lot of good stuff inside that you get included in a subscription with Sellozo. You wanna tell us about the discount code we got here, Dustin?
– Yeah, for sure. For joining us on this webinar, we definitely have a discount code for you, and we’ll touch on how the signup process works as well, and then as soon as we’re done with this, Kris, we’re gonna jump into a live demo of the platform. But for those of you for joining us today, when you signup, if you use webinar20 as the promo code, you’re gonna get 20% off your first month with Sellozo. Also, you’re gonna get an onboarding call with either Kris or myself, where we are going to walk through your account with you. We can talk strategy, we can help you turn on the first couple of campaigns, turn the optimizer on for it, so that you know how it works. So you’re gonna be on with either Kris or myself after you signup. So we would love to see you there. To signup, you just have to go to Sellozo.com and signup. You can also, if you’d like to have a longer time with us beforehand, if you have more questions then we’re going to be able to answer later on, you can go to Sellozo.com and book a demo with either Kris or myself as well, where we’ll spend 30 minutes walking through the platform. So webinar20 is gonna get you 20% off your first month with Sellozo. We’ll come back to this before we go off the webinar. But Kris, let’s dive in, I want you to just do a real quick run-through of what the inside of Sellozo looks like, and then we’re gonna open it up to questions.
– Yep, first of all, this is a real client, this is a real account. I put it in demo mode, hides all the data, but just wanna show how powerful the tool is. We can handle big sellers, small sellers, medium sellers. The software is fast, it can handle all that. So this is what you get when you get inside Sellozo. When you first log into Sellozo it’s gonna ask you to connect to MWS. Once you connect MWS, it takes a few hours, and then we’re gonna import all your data from the last 60 days, and then during that import, it’s gonna ask you to book the onboarding call. That onboarding call again is with Dustin and I. So luck of the draw, hopefully, you get me, it’ll be better, but we’ll do an onboarding call with you, and we’ll go through your account, not just some demo account, it’s gonna be your account, and show you how everything turns on and how to get started so that you understand what you’re doing when you get inside here. But the first tab I wanna talk about is the dashboard. The dashboard is where you can start your day out. You can come in here, log in, you can see what your sales are, you can kind of hover over these dots. It’s gonna give you some stats in that black box right there, but this is gonna be like high-level stats on your account overall. The only thing on this dashboard that you have to do yourself is you could put your cost of goods in over here, and over here on the right, I’m kind of highlighting that, but if you put your cost of goods in here, now we’re gonna be able to really track your margin, your total ACoS, and really give you a good understanding of how profitable you are. This is all data that stays inside here, this is not being sent back to Amazon, so don’t worry about that. This is all being stored inside here. So I would recommend doing it, you don’t have to put your cost of goods in here, but if really wanna use these tool as a good financial tool, adding your cost of goods would be a good thing to do. At the top right over here, this is a good breakdown, I wanna show this because some people like to see this. So this is where you have your total sales and then we break it down, so you can actually see your PPC sales and organic sales. So this is kind of gives you an idea of how much you’re spending on ads, how your sales are doing, but also organically, as you see your organic sales go up, obviously that means you’re ranking better. You’re achieving that first-page ranking, your keywords are going up. So this is where we separate that out, so you can understand that. Now, this is where it gets really exciting. So down here below, this is the ad automation highlights. So again, Sellozo will automate all your ads, it has the option to do that, and these are some of the things that we’re gonna do. We’re gonna automatically create new campaigns for you. So over the last 30 days, up here at the top, left-hand corner, and this is the last 30 days. Over the last 30 days, we’ve created 12 new campaigns for this seller automatically. We have almost done 50,000 bid adjustments to this sellers campaigns, all automatically. We’ve found almost 2000 new keywords and we negated 151. So we’re really concerned about the negation part of keywords. The reason being is we’re gonna lower your bid down to, probably the lowest, it’s gonna be 2 cents, but you’re gonna still have an active bid on that keyword, in the rare chance somebody does go to page 20, finds your ad and buys on it. So it’s gonna act like a negative keyword already because the bid is so low, but you could get a sale off of that. So rather than negating something that is relevant to your product, we’re gonna lower that bid down if it doesn’t convert, and just gonna give a lower bid. There are still things you can do as far as negating keywords inside the app, you could still negate keywords, but Sellozo does automate that part as well. And then below this, this is how many products this seller has, 626. This is his units, and then below we’re tracking his stock levels. So this is super important, especially with those inventory limits. You can see in here when you need to replenish your inventory. So this seller has 249 products that are gonna sell out in less than a month. He can click on this box and we’re gonna give him a list on the next tab that shows him the product. He can then go back into seller central and find those products, and create new shipments for those. So we’re tracking how long your products are gonna last inside here, and we do FBA and FBM, and then below, this is a really cool part, every seller likes to see this, every time I do a demo, I know about you, Dustin, but people love this map, ’cause this map shows you where all your orders are coming from. And this is a good idea like to see like I can get really close here, almost to the intersection, but as I back it out, like you as sellers, if you’re doing any type of external traffic, if you’re doing Facebook ads or Instagram ads, or you’re running external traffic to your product pages, you can use this as a way to like, geotarget your Facebook ads. So when you set up your Facebook ad, you can come over to Sellozo and say, oh look, according to the Sellozo map, I’m getting a lot of orders over here on the West coast. I can then go to my Facebook account and make my Facebook ad and geotarget this region based on the data you see right here on the map. And then on the right side of this map, this is a live order stream. So this is just gonna show all the orders coming in through your account, it’s gonna update every time you get a new order, and it’s gonna show you the time of day you get that order. But this is the dashboard, this is a cool place to start your day. And we do have a take the tour button on all the tabs. So you can kind of see what things are, but this is gonna be in your account. You’re gonna have your own dashboard. And this is something that Dustin and I can go over with you on your own account. Dustin, did I miss anything?
– Nope, that was great. You covered it all.
– I’m gonna let you keep going, you got control of the mouse, so you keep rolling, you’re doing great.
– I’ve had like three cups of coffee, so I’m ready to roll. The next tab, product view. So product view goes to your account and takes all the SKUs that you have, and it dissects those individual SKUs, and it sorts it by your best selling is gonna show up first. So this is one product for the seller. This is one product that he has, but then this is all the stats for this product. So all the sales for this product are gonna be right here. All the costs and fees for this product are gonna be right here. Now he obliviously hasn’t put his cost of goods in yet, so the numbers are a little skewed, but all the stats are gonna be here. And then the rate or the PPC performance for this product are gonna be right here. So you’re gonna be able to see your return on ad spin, your ACoS, your conversion rate, same SKU, weather SKU, your crypto rates, same SKU, weather SKU, all that’s gonna be right here. And then your inventory. I like this section ’cause this really gives you like a high-level overview of how many days left of inventory do you have? This guy’s got 24 days left, he’s got 593 stock in stock, it kind of gives you a sales velocity, he’s selling 24 or so a day. But this is gonna give you a lot of good data here. And then we also track the buy box. So the buy box history, if you’re reselling items, this is great, ’cause you kinda see when you’re losing and winning the buy box. This is gonna be something that’s also included in the tool. Below is another thing that’s gonna be included is a repricer, so if you do resell items, there’s a built-in repricer that’s built inside here. You can just tell your min and max inputs for the pricing. We do have a feature called the Punish Feature, I like to talk about this ’cause it’s really neat, Punish Feature is if Dustin and I were selling the same product, and he has a repricer going and I got a repricer going, we’re gonna constantly battle out in pricing. Once Sellozo detects that another seller has a repricer turned on, we are gonna lower your price down to the floor. So whatever your floor price is, and then we raise your price back up 20 cents, so that you’re not in the buyer box, and now Dustin is, he’s gonna sell out because he’s got a look real price, he’s gonna sell out real quick. Once he sells out, I go back to the original buyer box price. So it’s a nice feature like to get people off a listing, or if somebody’s like constantly battling out with them, you can turn that feature on and kinda like get that buyer box back. And we’re also gonna track that ranking in the category as well. So there’s a lot of data in here. I mean, you can tag products, you can look at the ranking, you can check the buyer box, you can see the margins, you can launch new campaigns in here. If I wanted to launch a new campaign for this product, I can, and we’ll touch on what this is here in a second, but there’s just a lot of data in product view, and this is one of the tools that’s included. It’s already in here. Like it’s already gonna be in your account. So it’s something that you use, it’s something to understand, and a lot of sellers don’t really understand their profit margin, this is where it’s gonna be. You’re gonna be able to find that over here on the right. What I miss?
– Oh no, you did great. One thing I would really like to touch on while you’re there is that total ACoS metric at the SKU level, okay. This is super important that knowing the PPC ACoS and the total ACoS, now this is an unbelievable product right here that has this super low ACoS, but this is where you can get a snapshot real quick of this product, what the total ACoS is. Maybe you could find a good one, that one’s a little better right there that.
– Lot of stuff.
– Okay, so what this allows you to do is you can actually edit your Target ACoS, which we’ll talk about in a second, directly from this product view section. Stop on that 16% one, Kris, go back up to that. So this is a good example right here, where, let’s say this product has a 20% margin, and right now their PPC ACoS is 16%, you might feel like that is bad. I may not be making very much money on this product, but if you look at the total ACoS of that product, it was at 3%, which is great, which might mean that you might want to be more aggressive now with your ads, knowing that right now, overall, every unit of that product sold on Amazon, only 4% is ad spend. Why would you not wanna be more aggressive? So if you go back to the edit campaign, Kris, like you just said, showed there. These are the campaigns this product is in. And you can see at the far right, they’ve got a 20% Target ACoS. If this is me and this is my product, I’m gonna take that data, and I’m gonna raise that Target ACoS now to maybe 25, 30%. What’ll happen is our tool will then increase the bids on those different keywords and those campaigns, and it might start showing for keywords that it wasn’t showing for before because it wasn’t profitable at 20% target, but it was at 30%, and you might end up increasing your organic sales, increasing your ranking, and your total ACoS may stay the same, or lower, or go up just marginally. So this is what I love about the product view section, is I like to be able to come in here, see a snapshot of what’s happening with my campaigns, and then make quick adjustments, like we talked about, as a seller, you’re able to look at it and make a quick strategic decision, and then our tool is gonna take care of the rest automatically.
– Yeah, I love this section. This is one of my favorites in here, and the next PPC manager is also one of my favorites, but this is good ’cause I mentioned earlier, like some sellers don’t know and I’m guilty like we don’t know our true profit margin, right? Like you don’t know exactly what it is with all the fees and stuff. So just add your cost of goods in here, we’re gonna calculate all those fees out, and you’re gonna be able to understand where you’re at. So it’s good to use the product view. I like the product view.
– Absolutely. Alright, now Kris jump to the PPC manager section because what we’ve just been touching on are our reporting sections. I mean, that’s just an add on to being on the Sellozo platform. You’re coming because you want that ad automation and you want to automate your PPC, but all those reporting sections like the dashboard and the product view that we just touched on, we’ll touch on the financial as well, which is another reporting section, are just bonuses, they help you understand your business better. Alright, so now let’s jump into the Campaign Manager. Kris, I’m seeing some questions roll in. So we’ll attack those here in a second.
– The more questions the better.
– Jump on.
– Absolutely, jump on the PPC manager for us here.
– Got it. So what we’re gonna do is connect to your seller central account, import the last 60 days of all your campaigns, they’re gonna be inside here. So you’re gonna see all your campaigns inside the account. Now, obviously, these are not the campaign names, right? These are obviously not campaign names. Again, I put this account in demo mode, so it kind of hides some stuff, but this data is true. This is the seller’s data. So you can see he’s got a lot of stuff going on in here. I mean, he’s got all these campaigns that you see with this badge, these are all being automated. He’s also got some Dayparting going on with that clock right there, and I’ll show you how to turn that on. But all these campaigns, and he’s got numerous pages, these are all being automated. So every day Sellozo is going in, the software goes into these campaigns, and it’s adjusting the bids to get you to that Target ACoS that is set over here on the right side. So you as a seller, and you can do this in bulk, or you can do it one by one, but if I click on all of them, I can click edit campaign. And now I can make changes to all these campaigns all at one time, just by clicking this push feature. So if I wanted to change my Target ACoS on all my campaigns, I can go 6% and click this push button, and it’s gonna go all the way down every campaign’s going to get six. So there’s still things you can do in here like you don’t have to do one by one, you can do in bulk, I can change my bid strategy. We’re gonna talk about this, there’s different bid strategies. So there’s things you can do in bulk, or if I just wanna do one campaign at a time, I click on this green actions button, and the green actions button is where you do everything. Not only on PPC Manager but also in product view. ProductVu has a green actions button. So if you ever wanna make a change, look for the green actions button. So when I get started, let’s imagine this seller did not have the optimizer turned off, let’s say it’s turned off. What we need to get started with is you click on this green button, and the first thing you do is click edit campaign. Edit campaign pops up. Now what we need, we need to know what your Target ACoS is for this campaign only. And so you come in here and just tell us what your Target ACoS is 10, 20, 30, 40%? These are all things that we’ve already had. You could put a custom number in here. Once you pick your Target ACoS, the next thing you need to do is go to bid strategy. Now it defaults to conservative, the conservative approach is going to be a 10% bid adjustment each day up or down, to get you to that target of six that you put inside here. The aggressive approach it’ll do it at 15% increments. So normally you pick one of the other. I’m a fan of the aggressive approach ’cause I want data fast. I wanna see some data let’s get this thing moving. I wanna start ranking. Some people like the conservative approach. So pick one, stick with it. So pick either one of these. After you pick that, the last thing you do is just turn on this optimizer switch. That’s it, I’m not making rules. I’m not coming in here going five clicks, do it greater than this, less than that, at 1.5 clicks do this or, there’s not suggestions. We’re not giving you suggestions that you have to come in and actually accept before they go into play. Like the tool is doing it all automatically for you. So you don’t have to log in every day and we’re not giving you a list, and you don’t have to go through and hit accept, accept, accept, accept. No, the tool does it automatically for you. So Target ACoS, step one. Bid strategy, step two. Optimizer, step three. Now I’m gonna go back to here, product targeting, Product targeting. This is an auto campaign, in your auto campaign there’s a search term report, in that search term report, there’s ascent, if I click this and turn this on, what that’s gonna do is Sellozo will go in that search term report and any ascent that your product converts on, it’s gonna move it to a manual campaign, but it’s gonna be in a product targeting ad group. And you’re gonna have a keyword ad group. They’re gonna be in the same manual campaign, but they’re gonna be separated out by ascents and keywords. So if I turn this on, I’m gonna also target the product, and if I turn the optimize turn on, I’m also gonna be targeting keywords and they’re gonna move to a manual campaign that Sellozo automatically creates for you. Sellozo will automatically create you a manual campaign for your auto campaign, and that’s what we’re gonna link them together, and we’re gonna send the search terms and the keywords over to a manual campaign as an exact match in a different ad group, and your ascents are gonna go to another ad group. And the way we do that is we take 20% of the budget from the auto, ’cause you got to have some budget to create the manual campaign. And now we’re gonna make you a manual campaign as an exact match. If you have manual campaigns already, you would not want a new manual campaign because you would want to link it to your existing manual campaign, right? So the way to do that is you click on the actions button and you go to Campaign Studio. Now, Dustin, this is really cool tool, this is where we get different, right?
– This is what separates Sellozo from everyone else in this space, and this is where when we show this to people, or we set this up on onboarding calls, you really see the power of what Sellozo does, because this is where you can design any strategy that you want, and our tool will automate it. Kris go for it,
– So them what’s.
– So let’s ignore this campaign over in the top left. Just ignore that. Let’s imagine you as a seller, you have an auto campaign, and you’re like, I got different campaigns, broad phrase exact, I wanna link those up to, how do I do that? You go to the Campaign Studio for your auto campaign. And when you get in your Campaign Studio for the auto campaign, you add your other manuals. So let’s imagine these are your manuals, okay? And then you wanna start linking these up. So what I need to do is I need to create a link to my broad. I need to create from my broad to my phrase and from my phrase to my exact. Now I’m not done yet. Here’s my auto campaign, I wanna click on this line. This is gonna pop up and this is where, I’ve been harping on rules, this is probably the only time you’re gonna put a rule in. It’s gonna say, when a search term converts, you have the option of all the way up to 10. Now I do not recommend 10, that’s way too much. Maybe like 2, 3, it’d be good to start out with. So when a search term converts two times, I want this to create a broad match, I click apply. From my broad to my phrase, I wanna go down one to one, but I wanna make this phrase, click apply. And from my phrase to my exact, I wanna leave it just like it is, and click apply. Now, if you have separate ad groups, let’s say you have different ad groups and campaigns, we’re gonna import those in as well, and all your ad groups are gonna be listed where my cursor’s at. There’s gonna be a bunch of ad groups and you can link your ad groups inside there as well. But since these are not real campaigns, there’s no ad groups. So on your account, you would see your ad groups as well. So what I’ve just done is I’m linking my auto to my broad, broad to phrase match, phrase to an exact match. When I link these up, when that rule happens, when the search term converts two times and creates a broad match, Sellozo’s gonna move that term over to my broad match. The next thing that’s gonna happen is where it gets really cool when the search term converts in your broad match, not only will Sellozo move it to your phrase match according to this rule at one time, but it will also go back to your auto campaign and make that same keyword a negative exact in the auto campaign. So you’re not bidding on it twice. It will continue to do that all the way down the flow. So when it goes from broad to phrase and phrase to exact, it’ll go back to your broad campaign and make it a negative exact in your broad, all automatically. When it gets to your exact and it converts in your exact, it’ll go back to your phrase campaign and make it a negative exact in your phrase. So it’s all linked up together. Once I get done with this, I obviously wanna hit save. This is my group name up here at the top. So this is gonna be my group name up here. This is what’s gonna show me that all of these campaigns are linked together. Look at this as portfolios inside your seller central account, this is kind of the same concept. This is gonna be like your portfolio, but now I’ve got all of this link together, I don’t have to do this ever again. Like I’ve already linked it up. And once I hit saved, this is done. So all the transfers are gonna happen, all the bid adjustments are gonna happen, all the negative keywords are gonna happen. All that stuff’s gonna be done with. So Campaign Studio is really a unique tool ’cause I can do anything in here. I mean, I can link it from any campaign that has an exit arrow to an entrance arrow. I can do all these different strategies. I can do keyword testing, I can add a different manual. I mean, you can get lost in this thing, but this is where a lot of our big sellers love this tool ’cause they’re able to control their own little flow, make their own little system, and then they can save this system and use it again for other campaigns. So Campaign Studio is a game-changer.
– Yeah, but before you jump off this, I think for everyone that’s watching this and wondering how this totally works, everyone has a strategy that they try to implement with their campaigns. If you listen to any courses or anything about what they’re telling you to do, like run an auto campaign and run it for a couple of weeks, download, search and report, move converting keywords into a manual, exact match campaign, if that’s the strategy you wanna run, you set it up in here. And the tool’s gonna do it automatically for you, and that just makes this so powerful where you can just set this, and then, like I said, once Kris goes back to the PPC manager section, all you have to do is periodically look in and see how your campaigns are operating. How they’re moving towards the Target ACoS that you’ve set. And you can get a quick glimpse at it because if you look at that PPC ACoS column, all the campaigns that are in green are beating the Target ACoS right now. Any ones that are in red are not quite there yet. If it shows a black, then it’s right on your target. So you’re able to get a real quick glimpse at how the campaigns are performing. Alright, Kris, I’ll let you take it from here.
– Yes, and a couple of things I want to touch on here. You have the ability to launch campaigns inside Sellozo. So if you don’t wanna link them up like you do in Campaign Studio, if you don’t wanna link everything over and make it confusing, or you don’t wanna take the time to link campaigns together, you can launch new campaigns inside Sellozo with an own template that is already linked up together. So you don’t have to link ’em up. So just to kind of back up what I just did there, I clicked on launch campaign. The basic approach is simple. It’s just an auto campaign followed by a manual exact match. Super simple. Advanced is probably used by what, 90% of our clients, probably, Dustin? Advance is where you can pick your own pattern. And these are patterns we’ve already built, they’re already inside the app. So when I click on a product as say, I wanna advertise this product, and I can filter products and look for products if I want. I can click next, this is where I get to select my pattern type. So we’ve got all these different pattern types and Dustin, can you see these auto broad? You’re able to see these?
– Awesome, okay. So we’ve got all these different patterns inside here. So when I click on ’em, this is the one I’ve been using recently, auto broad to an exact, I’ve been skipping phrase just for budget reasons. But anyway, I can click on these, and when I go to this pattern, I don’t have to come back in and link these backup. It’s already done. Sellozo already got it done and figured out. So these are already linked up and I click next. This is how easy it is to launch a campaign, super simple. You just tell us the campaign name, give it a name, give it a budget, let’s just say 20 bucks, pick a Target ACoS, let’s just say 30, and pick a bid strategy. Now I can hit summary here, and this is gonna be the product that I selected, 1599, 472 in stock. This is that group, so these are all the products, and if you see here in green is gonna be my auto campaign. This is gonna launch right now, meaning you’re gonna have a new auto campaign that Sellozo’s gonna create for you right now. As the auto campaign gets convergence, Sellozo will then create you a broad campaign automatically, and then it will create you an exact match campaign, all automatically. You’re probably well aware of what this is, Daypart, so I can play with Dayparting. Let’s go back here and play with it. So I can turn on Dayparting right here if I just turn on the switch, and then inside Sellozo, I wanna pick the times a day that I want my ad to show up. So let’s just go nine to nine, Monday to Friday, seven days a week. So what would happen here if? I click summary now, this has now turned on. If I click launch, this seller’s gonna get a campaign, it’s gonna be started right away. But what the tool’s gonna do is every day, 9 AM campaign comes on, 10 PM goes off, and it just saves your budget so that you’re not wasting your money at the very beginning of the day in the early morning hours, you’re saving your budget for later when the cost per clicks may potentially be a little bit lower, so that you can kind of come in here and get some better sales, and better conversion, and use your budget wisely rather than wasting it at the beginning of the day. What you got there, Dustin, anything?
– Yeah, you covered this really well. I mean, I think everyone who’s watching can see how easy Sellozo makes this. I mean, the ability to launch a complex, really thorough keyword testing campaign pattern, where you’re only having to fill out four action items and then launch it, is really powerful. And knowing that every day our tool’s gonna be adjusting the bids, moving the keywords, creating campaigns, all set on that strategy. So the only thing that you would ever have to do is adjust the Target ACoS, if you’re looking to either boost sales or reign in your ad spend, or adjust the budgets on the campaign, that’s it. So, I mean, just real high-level strategic decisions are what you’re gonna have to do, and not have to touch anything else inside those campaigns.
– You said it good. Let’s hop into some questions. Let’s jump into some of that. Let’s see what we got here.
– Let me, I’ll get those to you, Kris. Here, let’s start, first one here is from Andy. Thanks for the question, Andy, what are the ad sales attributed to the $12,000 promotion costs? I’m assuming he’s talking on the.
– So this can be like if the seller is using coupons, like on his listing, let’s say like $2 off, that that’s where we’re pulling that data in. Or if they’re using like discount codes, that’s gonna be the promotions, or if they do lightning deals, that’s where that promotion number is coming from. So we do separate that out so you can actually see it inside the account.
– Yup. Great question, Andy. Hopefully, that answered it for you. Alright, this one is from Jennifer. Do you guys offer some paid customized training for in-house groups? Great question. We’ll touch on pricing here in a second, but we have two types of plans. We have a self-managed plan, that’s essentially what Kris and I are talking about here. I mean the tool does 99% of the work for you, other than setting your strategy. So I mean, the majority of our clients are our self-managed clients. We have a lot of clients that are fully managed. So the fully managed account is where you have a dedicated account manager at Sellozo, and you have a scheduled weekly call with your account manager, where you’re gonna get on a screenshot like this, looking at your account, and then the account manager, based on what your goals are, etcetera, will actually design the campaign structures, the strategies to get you to those goals, and then actually manage your account for you. So a lot of clients that come onto Sellozo are opting to become fully managed for the first few months, three months or so. And you’re essentially using the resources of our team to train yourself on all the strategies that they would use, the way they would set it up to hit your goals, and you become a master on our platform. I mean, the platform is laid out really well. It’s very user-friendly, we have a great knowledge base, but if you’re stuck on you just don’t know strategically what you should do to improve your campaigns or to rank your sales. That is a great option, is to go with our fully managed plans, and use our expertise. You’ll be trained, you can always drop that fully managed down the road and just go with the self-managed plan after that. So, great question, Jennifer. I hope that answered that for you. Alright, next question, Kris, this is from Francisco. What settings would be recommended to be selected in campaign settings? Like campaign bidding strategy and bid increased by placement or does Sellozo override this?
– Good questions.
– Yeah, that’s a good question. And we see this quite a bit. So when you set the campaign up, we would recommend doing a bid strategy down only. If you do the up and down option in the campaign, that’s gonna like interfere with Sellozo, ’cause we’re also raising bids too. And the danger of that inside seller central is Amazon doesn’t know your Target ACoS, right? So they’re just gonna continue to raise bids, Willy nilly like they’re just raising bids on it. So they don’t know your Target ACoS. So if you’re gonna use Sellozo for automating your ads, change the strategy to down only, and then for placements, I like placements, it’s not a bad feature, you can add placements inside here, on the edit campaign button, there’s the advanced option over here on the right. And you could add a top of search placement right here. I wouldn’t go crazy on this, maybe like 50% would be the max, because we’re gonna continue to raise bids to get you to the top of search, to get you more impressions, to get you more clicks, and hopefully it leads to more sales. So if you wanted to get this, like the flywheel moving, and get your campaign, you know, getting some ranking, you can add a top of search placement here, but I wouldn’t go much higher than probably 50%, because we’re gonna raise bids as well to try to get you to that top of search. Great question.
– There was, and good answer there, Kris. I think that that’s a confusion with a lot of sellers as well, that Amazon is not optimizing this. When you do stuff like that, like add the top of search, that’s fantastic in a launch phase, ’cause you just wanna get up there, but Amazon’s not taking into account that, hey, on this keyword, we’re putting you at top search every time, but you have zero conversions. They’re not gonna stop doing that. They’re gonna continue to do it. So when you’re using our optimizer, our optimizer is taking that data, and if everything’s based on that Target ACoS and your ad is showing for a keyword that’s not profitable, it’s going to lower the bid for you. And so that’s real optimization, converse, it’s gonna raise it if you’re way below your target and there’s opportunity to show it. So yeah, you hit on that really well, Kris, Alright, next one, Kris see if you can get this one for Andy as well. Will this tool eventually be able to pull product targeting ascents from the auto campaign for product targeting campaigns?
– Yup, add a campaign, product targeting. It’s in there.
– It does it? Yup.
– It does it for ya. So you can automate that. And again, if you already have a product targeting campaign running, you can link it in Campaign Studio, but really the opportunities are endless. Like there’s a way to do everything. Like if we can’t figure it out, if there’s not a way to do it, we have a team that can figure it out pretty quickly. So there’s normally a way to figure out something like, if you wanna add ascents to an existing campaign, you can do that. So, yeah. The way to do it automatically is just turn on this switch for your auto and then Sellozo will automatically create you a manual, I’m sorry, will create you an ad group in your manual, that where all the ascents will go to.
– Alright, let’s do one more question here, Kris, and then we’ll wrap things up. Is there any place where I can learn more about how Sellozo works? Like an FAQ or a place where you guys cover all the places, Sellozo works to help other sellers?
– Yes, we have a very thorough knowledge base. We have a ton of video tutorials. You can always reach out to our support team directly in the app right here with contact support. But additionally, if you’re looking at, I mean, Kris and I have lots of opportunities for you. Number one, Kris and I run a podcast called Two Amazon Sellers and a Microphone. Highly recommend you go to that. It’s not Sellozo specific, it is about all aspects of selling on Amazon. So we interviewed lots of people in the space. We go over absolutely everything. But whenever we’re talking about advertising, we always touch on how Sellozo solves that issue for you. So there’s a ton of resources there. Also, if you go to Facebook and you go to the Sellozo page on Facebook, we have a ton of live videos. We go live all the time. We actually go live with our podcast. We also go live to YouTube on the Sellozo channel, where you’re gonna see tons and tons of videos that you might get sick of looking at Kris and I after awhile. But there are tons of videos at work. We’re covering every aspect of the platform as well. Also inside the app, when you first signup, there’s going to be video tutorials located all around the app. This one that we’re demoing right here, has ’em turned off, they’re disabled, but there is video ads, and then you have all these tutorials you can go through as well. So there are tons of places where you can do that, but I highly encourage you guys just go to Facebook, the Sellozo page on Facebook, like it, that way you get notified when we go live, we go live all the time, and subscribe to our podcast. I really feel like it’s a lot of really valuable information for you. If you’d like to, we can just touch real quick on the pricing of Sellozo, I think this is important. We price based on the number of SKUs that you’re gonna turn the optimizer on for, not the number of SKUs you have, just the amount of SKUs that you’re actually gonna turn the optimizer on for. So you can see the pricing here. It’s one 149 for 10 and under, it’s our starter package. Up to a thousand is 299 a month, and then 399 a month for a thousand or more SKUs that you’re gonna optimize for. The fully managed I was talking about is an additional 499 a month on top of whatever ad plan that you pick. So you can come on fully managed, everything is month to month, the only difference here is this expert support. The fully managed is we ask for a three-month commitment, but other than that, there is zero contract, zero commitment. There’s no percentage of ad spend. It’s gonna be your flat fee and you can cancel at any time on the platform. So the pricing, that’s another big differentiator between us and others in this space, is we charge flat fees there. So that is the pricing there. Kris, go back to the last page on that webinar PDF so we can show them the coupon code. So again, you can go, if you signup for Sellozo right now, you’ll be able to book an onboarding call. You’ll get either Kris or myself on the onboarding call. We’ll walk you through your account. We can talk more about strategy with you. And if you signup today or in the near future, you can use that code webinar20 down there at the bottom. We’re gonna email this stuff out to you guys as well, that are registered, so you’ll get this as well, but webinar20, that’ll get you 20% off your first month. So I highly encourage you guys to utilize that, to save 20% off on your first month. We thank you all very much for coming. We hope this was informational for you. If you’ve got more questions or if you’d like to really dig in deep, go to Sellozo.com and click the top right button where it says to request a demo or schedule a demo, that will be with either Kris or I, it’ll be a 30-minute call, we’ll get on a screen share with you. We’re not salesy. We really love talking to Amazon sellers. So we’ll be the first one to tell you if it’s not the right fit for you or you know. The other thing that we always do is we take a look at your listing. If we don’t think that your listing is ready or gonna convert, we’ll definitely encourage you to get that straightened out before you jump on to ads. So we’re not salesy, we really like talking to you, but we will also help you strategize the best way for you to utilize Sellozo. So go there, if you’re not quite ready to signup, you can go to schedule a demo, and Kris and I will walk you through that as well.
Optimize your Amazon Advertising