Dave Kelly 4:18
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Rolando Rosas 5:38
Thank you, Dave.
Dave Kelly 5:39
Yeah. You know, I was ready to tell. Tell the guests where are you? Where are you calling in from today? Where are you right now?
Ritu Java 5:50
Yeah. So you know, I I’m a Canadian. I live in Vancouver, Canada. But I’m visiting family in India right now. So this is like 1045 or something like that. And my time in India.
Rolando Rosas 6:04
We appreciate you checking in this late hour. Oh, yeah,
Ritu Java 6:08
absolutely. It’s exciting to be able to be to be on the show and just hang out with you guys. And I also have jetlag. So you’re good. Like you’re watching on my sleep because I’m awake.
Rolando Rosas 6:22
Awesome. Awesome. I’m glad. I’m glad you could make it to us. And before we jump into the meat of what we’re going to talk about, I want to give some big props for Mike Perko, who was on the show last week, where we talked about 500 fist bumps, and what it does, mentally, and the numbers and data behind it. Two kids that actually do that 500 fist bumps if you want to find out you want to nerd out a little bit. So excellent story, check out that last episode wherever you consume your podcasts. So back to our guests.
Dave Kelly 7:03
And Mike, you’re truly an inspiration. Oh, yes. Ritu. So you know, the Amazon community is growing? Right? There’s there’s new sellers on the platform every day. So before we jump into the real heart of the conversation, I want to ask you, how would you describe PPC? How would you describe Amazon advertising to a new seller? And when should they begin to start researching and mastering and you know, looking to services like yours?
Ritu Java 7:34
Yeah, that’s a great question. So, you know, PPC is indispensable at this point, because of the way Amazon lays out their search results page, right, the very first couple of listings that you see on the search results page are ads. And so if you want visibility, that’s the only way to kind of get that visibility very quickly. I mean, if you try to get organic ranking, it takes a very long time to build organic ranking for the most important keywords. And it’s a slow process takes a lot of conversions before Amazon starts to, you know, give you the benefit of the doubt and say, Okay, this, this keyword is relevant for your product. But with ads, you can actually kind of cut the line and get to the top by just paying Amazon, right, of course, your product has to be relevant for that keyword. And, you know, you’ve got to prove yourself, which means that you’ve got to have like a good click through rate, you’ve got to have good conversion rates. And those are the signals or the metrics that Amazon is watching out for, before they are convinced that you are, you know, the right product for for those keywords. So, as of today, I would say anyone who starts on Amazon needs to start with ads, like there’s absolutely no way you’re going to be able to rise from, you know, what I call the the bottom of a very large pile of similar products. You know, there’s so many similar products, most people are sourcing from the same factories. Heck, I mean, even the factories are competing with you. So they have all the advantages, right? They have all the advantages. And so how do you stand out right? Of course, there’s a lot you can do with the listing make it look different, then how different Can you make it look right, with the white background and just the hero, there’s only a few angles where you can look different. So given that, and you know, given that you have only about a few characters like 80 or 100 characters to appeal your product through the title that shows in the search results page. That’s about it. Most products look very, very similar to the next is that our reviews, you want to you know, obviously make sure that you’re always working to get more reviews, which means you need to sell more and the only way to sell more is to have ads running. So I think PPC is indispensable and In terms of like when someone should hire an agency? Well, I think that’s a question that totally depends on how much they’re how much time they’re willing to spend trying to understand PPC on their own, versus outsourcing it to someone who’s an expert and who’s basically, you know, living, eating, breathing PPC all day long. Now, of course, I would recommend them to understand PPC themselves before they outsource. Because you know, it’s hard to even engage or measure what you know, what your agency is doing, unless you understand some of the basics of PPC yourself. So I would say, the first couple of months, try, you know, simple ads yourself, see what works, what doesn’t, and then you know, just to buy your time back, you can start to look at maybe software initially, and see if that might help you. And then of course, if you want to just go straight to the agency, and you know, just have them manage your ads, that’s fine, too. But of course, cost money. And then you also have the added kind of burden of overseeing what they’re doing and making sure you set them the right goals, etc. So yeah, in short, I would say PPC is a must, and try it yourself, know what it is educate yourself. And then at some point, when you think that you’ve got it, you know, consider either a software or a service to take things forward.
Rolando Rosas 11:24
You know, the Amazon landscape is not getting easier or simpler. It’s getting more complex, more sellers on the platform, like you said, it’s a very, it’s getting more and more crowded. The real estate, if you have, you know, when you’re looking at the search results, and you typing in keywords, it’s more crowded towards the top or the first fold with ads. And that used to not be the case. So when it comes to analytics, and let’s just say somebody is moving forward, and they’re like, Yeah, I need to pay attention. But why Why should does this different folks that are here to be listening to it? Why should businesses that are Amazon be taking a closer look at some of these metrics and what it means to them?
Ritu Java 12:13
Yeah, so you know, one thing I want to say, and I said quite often is that, you know, you might think as a seller, you might think that you’re in the business of selling products. But actually, you’re in the business of leveraging data, because that’s the only thing you’re doing your even the fact that you sourced a certain product was based on search volume, or, you know, potential. And that comes from data. It’s not something you can just, you know, desire, and then say, Okay, I’m gonna start selling, buying iPhone cases, or whatever you want to know the trend. Maybe there’s something Barbie about it that’s going on. And you need to look at the data and see if it’s just a temporary trend, or is it like a fidget spinner? Or is it more kind of reliable and something that you can count on? So there’s metrics that you need to be, you know, watching all the time, sourcing is one aspect of understanding, you know, what the numbers are, whether your product have products have potential, but then once you’ve launched your product, then there’s so much more, and you can’t really go wrong, you can’t afford to go wrong, on any front with Amazon, Amazon is running an Amazon business is pretty brutal. And unless you’ve got unless you’ve got everything, right, it’s very hard to see that kind of result that, you know, you might be hoping for, you know, the, whether it’s a side hustle for you, or it’s a, it’s a real business, or if you’re just selling, you know, retail, and you now want to dominate Amazon, no matter where you’re coming from, Amazon isn’t easy. So you’ve got to start training yourself to understand the numbers, that’s probably your best chance at success. So the quicker you kind of get to know what the what the important KPIs are, how you should be measuring what you should be measuring what the measurement cadence should be, where you should get all your data from, how you should combine your data, etc, the better it would be for you to make business decisions that are actually, you know, result oriented. Yeah.
Rolando Rosas 14:33
And, you know, I think of ourselves when you’re saying that and being on the platform for four or 10 years now, and how it is a challenge to not just be on the platform, but also to grow and to do that consistently. Given the nature of Amazon which is it change, it changes it’s never standstill. information that wasn’t available just weeks or even months ago is now available today. And that seems to be the trajectory more data rather than less. So as a seller, if that you see that trend, I want you to fill in this blank. This statement, I’m going to give you Amazon sellers should never blank. I want you to fill that. And we’ll repeat that, again. Amazon sellers should never blank fill that in for me.
Ritu Java 15:32
Okay, so Amazon sellers, this should never limit spend, if they have a good campaign, so I’m just giving you a very specific one here. I see this all the time people limit spend, when they have the best chance of success, you know, there’s campaigns that I see that are capped at $10 a day, $20 a day. And it’s a good campaign because you have a good a cost, you have a good conversion rate. But you’re still capping, and I see it so often that you know, this needs to be called out.
Rolando Rosas 16:06
Okay, yeah, we’re calling it out. We hold on. Let’s give it some emphasis. Let’s call it out. Let’s bring on Little John. Yeah, because you need to be saying this a lot. Because if this is a nugget, where you’re under, under, under selling yourself or under selling a product, or even maybe you’re it’s performing well, but there’s more potential, the upside is higher, based on what you said, giving it a little bit more budget will give it more juice. Is that what you’re saying?
Ritu Java 16:37
Yeah, I mean, you know, you need to have virtually unlimited budgets when your campaigns are performing well. And, you know, there’s capping that happens at three different levels. So there’s an account cap, budget gap, right? There is a portfolio budget gap, and you have campaigned over budget gaps. Now, people use these gaps in very wrong ways. If you asked me to be honest,
Rolando Rosas 17:00
oh, just tell us tell us what we’re here to learn. Tell us how, how are we doing this wrong? How did we get it wrong? Because I just say, you know, let’s put 20 bucks on each campaign and call it a day, right?
Ritu Java 17:12
Yeah, so So there’s, let me start at the top. So there’s account level cap, but let’s try to understand what an account level budget cap is, is basically telling Amazon that I’m not willing to spend more than, let’s say, $100. Let’s say, That’s how much you’re willing to spend. And you put a cap there. Now your account has like, you know, if you were working with an agency, you probably have hundreds of campaigns, right, because we like to segment our campaigns out really well. And so if you put like $100 cap at an account level, you have hundreds of different campaigns that will be running and racing at different paces. Right? Some might be going slow, some may be going fast. Now, there is no guarantee that, you know, when your budget is about to run out that, you know, your best campaigns have had a chance to perform. It might be that your worst campaigns are eating up all the budget early in the morning, and then you’re out of budget, your best campaigns didn’t get a chance to perform. So what does that mean? It just means that you’re, you’re signing up for the worst possible a costs, because you let the worst performers go first. And then the best ones didn’t get a chance. And they’re just waiting there. Right. So that’s a big mistake that people make by setting account level caps, because they think that budget equals spend, which it is not. But you can control your spend at the campaign level. That’s how granular you want to get actually even within that you have, you know, keyword bids that you can control if you want to control your A costs, and don’t try to control, you know, performance by capping budgets. So so that’s the account level cap that I was talking about.
Rolando Rosas 18:54
And then he helped me Tell me something because as a seller, ready to Yeah, I have a feat. I have a fear that I’m going to overspend.
Ritu Java 19:04
Yeah, that’s the fear that that drives that decision.
Rolando Rosas 19:07
I have a fear that I’m going to be wasting money. I’m going to overspend helped me get over that fear as a seller, because there’s been a lot of opera owner operators, they’re going to be listening to this tuning in. How do I get over that fear? And knowing that the money is well spent?
Ritu Java 19:28
Yeah. So that’s where you need to look at data, right? So if you can control your spend at the campaign level by looking at the best performing campaigns and allowing them virtually unlimited budgets. So let’s say your campaign is running at a 10% A cos or something like that. And, you know, it’s delivering Well, it’s giving you enough sales. Why would you limit that it’s your money printing machine, why would you say hey, this machine needs to stop because I’m done. You know, with paper or something like that. You probably want to keep making sure that there’s an enough paper that you keep printing money from, from those campaigns, you want to keep letting them run right? Now, there’s bad campaigns that are spending money in an unprofitable way. Right. So for example, really for a cause, and they’re not even the keywords that you care about like this, there’s always keywords that you want to rank for. And so there’s some, sometimes you want campaigns to rank some keywords to rank. And in those cases, your ad costs could run pretty high. And there it makes sense to cap it, because you’re not going to let you shouldn’t be learning, just just a handful of bad performing campaigns, bring down the whole entire account, right. So in those cases, gapping is absolutely fine. But temporarily, because you can actually go in and then optimize, you can see what’s working, what’s not working, and then make sure that, you know, keywords are negated keywords that are not serving you or are irrelevant, they can be negated. You can also look out for, you know, just the balance of, you know, the best performing keywords versus the worst performing keywords and try to manage that a little bit with the help of bids. So there’s a lot you can do at the keyword level, that will make sure that your campaign actually performs optimizing in an optimized way. And that should be your focus, not capping budgets. So the fear that you were talking about earlier was absolutely real, like people don’t want to overspend. But if you can spend in the right portfolio, let’s say you are managing a stock portfolio, you want to spend on stuff that is likely to give you a better result, and not say, Okay, I’m done with how much I was willing to spend. Now, if you have a cash problem, that’s a different thing, you want to cap it for that reason, that’s a different thing. But for for most people, it’s it’s looking at the ROI, rather than, you know, cash gapping. Right. So that’s basically the difference. Yeah, that’s basically the difference in the way, you know, we approach it. And what happens when people lift their budgets is that the better campaigns actually start to perform. And they kind of take the take the accounts board, and kind of lift up the overall performance of the account, and you actually start to get better results. We recently had a client that was wanting to cap budgets at even the SKU level, like they had a lot of caffeine going on, there was an account level gap, though the SKU level cap, those are so many gaps. So we had to get in a conversation with them and explain this whole idea that, hey, just because you have a higher budget doesn’t mean that you have you will have a higher spend, you know, because that can be controlled through bid ops, bid optimization, that’s basically your most important lever. And that’s where, you know, we come in, and we help with optimizing, you know, bids. And so after a few kind of back and forth discussions, we were able to convince them that that’s the better way to go. And it went exactly how we predicted, which is that the better campaigns started to perform, their sales started starting to go up and the profitability started to improve. So don’t confuse sale, say, sorry, spend and budget, and also don’t gap at the account level, then we can let the capping happen at the campaign level, the most granular level that you can actually control it, even portfolio caps, you know, honestly, they can, they can do the same thing that the account level caps can. So I would use them sparingly. You know, it can be used in certain ways. But I would still try to not put those sorts of caps and then deal with the actual problem, you know, find the best keywords and find the worst keywords and deal with them rather than cap them at the account level.
Rolando Rosas 23:50
That is just fascinating. On to itself. We could even dive deeper into the aspects of what you’re talking about the capping in the budgets, and how, what that means. And even if you’re doing all that, right, what you already covered half of what you were going to talk about today, it’s a lot to digest. It’s a lot to digest, and not just digest, but then to be able to take action on it and to be able to do something with that, and then be able to do it over time because I know of other folks, they jump into this with both feet and again, listen to every podcast in the world. It just becomes overwhelming. So right in order to reduce some of that frustration. What I want to jump into with you are those three secrets you’re going to tell us today. So Ori give us the intro to the three secrets. Secret secrets. Gotta keep them safe and sound. Well. Let’s see for secrets, just like Dima All right, so our top three secrets for today. Ori go ahead and put them up on the board. So those folks that are watching can see. And we’re going to kick off the first one. So let’s bring Retu backup. Retu. Number one, you said, the partying, aka ads scheduling, what is it that is so important about that?
Ritu Java 25:27
Right? Yeah. So the way Amazon runs their ad system is that they open your daily budgets at 12. Midnight, right? So that’s how they start to kind of reset the counter every night. 12am, your budgets open again for the next day. Right? And generally speaking, the CPCs, or the cost per click, they tend to be highest in those hours between 12am Four and 5am. In the morning, are we talking
Rolando Rosas 26:00
eastern time or pacific time when we’re saying these times?
Ritu Java 26:04
That’s a good question. But, you know, I believe it’s if you’re talking about the US, it tends to be Eastern time. So that’s when you know, yeah, that’s kind of where they start. And I, I might be wrong about this. But that’s how we’ve speculated. And we said, okay, it only makes sense that it is 12am on the site. And and it makes sense, because that’s how the kind of the clock rolls. So, yeah, so they open their budgets. And then the first, you know, the initial kind of hours, the first couple of hours, you have the highest cost per clicks. And guess what, these are mostly people who are just clicking around just browsing around, they’re not really ready to make a purchase. You know, barring maybe gamers or something who are like up at that hour, it’s mostly like, people trying to just, you know, while their time away, or just clicking, clicking around getting bored or whatever. In any case, how do you know that, you know, those hours are performing the best? Or how do you know that, you know, you perform better on a weekday or weekend, all that information was mostly a black box to us, we didn’t know that. Until recently. So Amazon has started releasing a lot of data that tells us, when we spend the most efficient dollars, right, we we know now that we can actually plot that data over the 24 hour period, and see exactly which hour of day we perform the best, you know, and and we can get access to this data through three, actually three places. Number one, you can get this data from Amazon Marketing Cloud. This is a, it’s an interface that requires SQL, if you guys know what SQL is, it’s structured query language. Yeah, it’s just a language that is used to interact with databases, right? So and if you know, SQL, or if you just want to use Amazon’s own instructional SQL queries, that, you know, they’re kind of pre canned and pre created queries that you can simply run and you can get the answers to your question. So that’s one way of finding out what hour of day or what day of week are your performances, the best what your sales were at that those hours, and so on. So that’s one way of finding out. The second way of finding out is through Amazon Marketing stream, which is like an API that you can connect to a lot of software’s will give you access to that. So I was on marketing stream will give you hourly data. So hourly performance data, which tells you how many clicks happened, how many sales happened by the hour in real time, so almost every hour, you will get
Rolando Rosas 28:54
that’s valuable. That’s got to be about that’s money right there. Because if you know the hours when you’re selling so. So if we were to give it like an example, you know, you sell mugs, right? You sell mugs, and between midnight, and 5am. There aren’t a lot of sales or none. The hourly data will kind of inform you about where where you could help place the bets. So would it be safe for you to say that between 12 and five, if I’m not selling any mugs, historically, let’s go back a year. I’m selling very little, like less than 1% of my sales come between 12am midnight to five, would it be safe to to essentially control the ad spin or the day parting yet so that between 12 and five, I’m not running any ads or will you advise against that?
Ritu Java 29:46
Right. Yeah. And again, that also is a kind of highly debated, you know, topic, and I can get into that as well but it
Rolando Rosas 29:57
does give us jump in jump in both feet until The debate,
Ritu Java 30:00
right? Yeah. So. So the thing is, you know, you can basically with this data with this hourly data or your historical data on, you know, which hour of the day, you know, you perform better, you can actually take three paths, you know, the first path would be to adjust bids at those hours, when you don’t perform really well, right? You might say, Okay, I’m going to just lower my bids. And that way I can save myself because ultimately, it’s, you know, bids control how much you end up spending per click, right. So that’s one way of going about it. The second way of going about it is to adjust your budget, which means, you know, at certain hours, you know, you might say, Okay, I want to lower my budget, through the day and only, you know, allow the maximum budget during the hours that matter to me, or if it’s the weekend that you you’re you perform poorly, you might say, Okay, I’m going to reduce my budget on the weekend, and so on to do the second approach. And I think by now you guys probably know what I’m gonna say about that one. Because yeah, budget management isn’t, you know, that kind of budget management isn’t the best way. Because, first of all, Amazon can overspend regardless, like, even if you set a budget cap, for a particular hour, Amazon has it in, they’re gonna frame fine print, that they will actually spend up to double of what your budget is, like, they’ve already switched to that model. So if let’s say your budget is $20, they have the permission that we give them to double that, double of that, so $40 in their second year. So if your budget is 20, you can, you can basically expect that Amazon is allowed to spend $40, on that particular day. So then
Rolando Rosas 31:54
that’s amazing. That’s a fine print type of thing, right Terms of Service are?
Ritu Java 31:59
Well, yes, it’s in your account settings, like when you go into campaign manager, there’s a place where you can go into account settings, and actually reduce that from 100% to 25%. That’s the only those are the only two options they give you either you just let them do our represent. Or you pick the 25%, which still means that you will be overspending and they can, you know, spend more of your money, so, so then it doesn’t really serve the purpose. Because even if you kind of bring your budgets down, you can still you still run the risk of spending bad money. So that’s basically the second part of what to do with that, that sort of data. And then the third part is that, you know, in the worst hours, you can turn your campaigns off. You know, that’s, that’s another approach. Now, there’s pros and cons to that the the fact that you’re not spending any bad money during certain hours of the day that you know, you never perform? is the good thing about that. Is that, okay, you’re not going to spend any money, right? The bad thing about that is, what if there are occasional sales, you know, you might miss out on that. So now, that could be a formal thing, okay, I’m gonna miss my sales that happened in these hours. But you know, that’s, you know, that’s still manageable by doing another thing, which is, you know, turning off only those campaigns that have traditionally been poor performance to start with, and letting those campaigns that have always performed perform. So
Rolando Rosas 33:32
let me let, let’s just pause on that, because this is an important piece. So under the example I gave you, which is, maybe 1%, or less of my sales are coming between those hours, the wee hours of the morning, but more sales come between 8am When people get into the office, or the turning on their smartphones in the morning, to about 6pm, let’s say, you know, when that’s when the East Coast starts, folks are heading out of the office. And as you get into the night, those numbers kind of taper off. But let’s just again, just so that we’re clear, those wee hours of the morning, I’ve seen the performance on most campaigns, because maybe you’d like I said one person, a very small amount, would it be advantageous to then either shrink the bidding so that you’re you’re not spending essentially, you’re under bidding. And if you do get a sale, great. It’s an outsized ROI, versus just saying, You know what, I’m just gonna pause it because between 8am and 7pm, at 6pm, that’s when most of the activities I want my budget really to be spent where most people’s eyeballs are going to be.
Ritu Java 34:48
Yeah, exactly. So, you know, I would favor the latter, which is basically save my budget for the best hours. That’s what I would do, especially because you said it’s only like 1% Right? is not really, you know, a lot of money that you’re expecting there, it’s probably better to do that. The other thing about, you know, bid adjustment is another tricky thing. And I’ll explain that. So the tricky thing about changing bids is that each bid actually applies to three placements, especially with sponsored product ads, it applies to three paid placements. So there’s top of search, there’s rest of search, and this product pages. So like, when you have a $1 bid, you could be paying, let’s say 75 cents, on top of search, you could be paying 45 cents, rest of search, and you could be paying 35 cents on product pages. So what happens is that when you lower your bid, it’s not one thing that you’re controlling, you’re actually trying to control three different placements. And there’s no real control, because Amazon doesn’t give you the controls to say, you know, I’m not going to lower my bid, now keep showing me on top of search, but at a cheaper rate, you know, what’s likely going to happen is that instead of top of search, where you get the best conversion rates, you’re going to be dropped into a very poor placement when you lower your bid. So most of your majority of your impressions will then start coming from, let’s say, product pages, or from, you know, rest of search where people have to keep scrolling down. And we know that a majority of you know high converting sales actually happen on top of the searches.
Rolando Rosas 36:35
Indeed, and that’s where we’ve seen the data for a lot of our campaigns as well, we get far better conversion, sometimes those clicks cost a little bit more. But from an ROI and in a cost perspective, we do see that top of search still is outperforming with a few exceptions, exactly. To you know, rest of search and product pages, you know, the vast majority of our campaigns, we’ve seen that exact same data,
Ritu Java 37:02
right? Yeah, yeah. So when you try to lower your bid thinking that you’re going to save money, you might actually see a poor, you know, a worse performance there, because now you’re dealing with a different placement. And you’re going to have people who are clickers, they have been clicking, that’s why they reached there, they didn’t make the decision right away, they went down to the bottom of the page, maybe two, page two, or they went to the product pages, and they’re clicking away. So you’re not actually guaranteed that lowering your bid will improve performance, your performance could actually worsen because of that choice. So again, to recap, the three choices, lower your bids, second is lower your budgets. And third is turn off your worst performing campaigns during the hours that, you know, don’t make sense. So I guess this debate is going on. And you know, we’re we’re testing things, we’re trying to see what which of these three approaches might make the most sense. But as of today, you know, my inclination is toward the third choice, given all that we know about Amazon’s behavior with bids, you know, changing the placement itself, or budgets really not being you know, capped at the thing that we think they’ll be capped at. So it looks like the campaign turning off and on for different hours of the day, seems to be the safest choice. But that could change if anything on Amazon changes,
Rolando Rosas 38:27
and ads are becoming so much. There’s such a saw, I was looking at this data on LinkedIn and how the Amazon ads business as you know, it represents to Amazon corporate, the entire entity is not a sleeper part of the ads world anymore. It’s a really big, ginormous part of the business. And I can’t see how Amazon would deprioritize the different things about ads, and its relation to sales, and where the placement of ads are, as it as it directly relates to where they want to put either more ads, I can’t see them putting less. I mean, unless you have some information on that. But I see the gravy train of Amazon ads in the billions they’re making. I doubt they’re gonna deprioritize ads and actually maybe even elevate that. So it’s in more places on the search results.
Ritu Java 39:22
Yeah, absolutely. I mean, we’re seeing more and more ad inventory. In fact, very recently, they, they allowed auto campaigns to run outside of Amazon, which is a new thing. So yeah, they’re looking for more ways to kind of, you know, gain visibility, but also kind of monetize, you know, the opportunity with because it is a huge opportunity for Amazon,
Rolando Rosas 39:46
you know, in auto campaigns, because I got a notification on that not too long ago from our Amazon account manager. I said, Hey, is this something you can toggle? And she’s like no right now. So Oh, no, have you ever heard something different? So it’s just gonna run off Amazon? Whether you like it or not?
Ritu Java 40:08
Right? Yeah. So you know, I just wanted to share my take on that. So these are cost per click ads, which means CPC based ads, that sorry, PPC, which is pay per click, so unless someone clicks on your ad, you’re not going to get charged, right? So from that point of view, it’s better than DSP, where DSP would just charge you for showing your ad even right, you would get charged for impressions. Right? Right. Whereas this, this ad type at least has the benefit of, okay, we’re showing your ad outside of Amazon to potential customers. But then you only get charged when they click on your ad. So that’s the saving grace, I think, the one or actually two things that I didn’t like about the way this was rolled out. Number one, they roll it out as part of an existing ad type, the auto campaign, you know, imagine people who’ve been running auto campaigns for years and years, they have very highly primed auto campaigns running and now you’re adding a, you know, unknown variable to that, and you’re going to split the budget between that and we have no control those two things,
Rolando Rosas 41:17
get some visibility in the metrics that tell you those clicks came from off platform, right. And then you have the ability to control the bidding the campaign structure or the budget structure around that. Because if it’s all lumped in together as part of the auto campaign, you don’t know you come from the platform or off platform.
Ritu Java 41:36
Right. Right. And just to be fair, the reporting will be there the reporting of like, how many clicks came from of Amazon that will be there. But will that allow us to change anything about it? No, that part is not planned. You know, especially not the score this Yeah, q3 or q4, it’s probably if they listen to the voices of so many sellers, then maybe they will add those controls as toggles or the ability to bid differently. But from what I understand that they’re not planning to do that, who knows things?
Rolando Rosas 42:12
So in other words, you’re saying watch your auto campaigns for possibly weird behavior? If you see some weird things, it’s likely that this could be impacting some auto campaign?
Ritu Java 42:24
Absolutely, the performance might drop conversion rates might drop, you know, your sales might kind of start being a little bit different from what you have, who knows, not everybody’s products will sell on Pinterest, you know, there’s, there’s so many different out, you know, off Amazon channels that they’re going to target. And we already know that every product is different. And you know, every channel for advertising is different. So given Amazon’s typical behavior of like, using a lot of data to derive any kind of conclusions, they’re likely going to first spend a lot of their money before they will realize that okay, this, this product does not sell on Pinterest, because I don’t know. It’s like,
Rolando Rosas 43:10
no convergence. Yeah, we showed there’s no conversion. Exactly. guinea pigs. So what you’re saying right now, in this experiment, I
Ritu Java 43:17
know it’s an experiment for sure.
Rolando Rosas 43:20
Well, let’s talk about something that is not is not an experiment. That was your number two secret, which is the S qp. Or the search query performance report. I gotta tell you, when this came out, I thought, man, they’re telling me exactly what is working. What is not. There has been no since I released it, you know, you couldn’t download it. Now. You can download it. And then, you know, what exactly is important within there. So I really want to I’m hanging on your every word, because actually, because that report that I do look at quite often. And I want to know what you’ve got to say about this.
Ritu Java 43:56
Right? Yeah. Yeah. So let me ask you a question. So when you download this report, what timeframe Do you download it for? Do you do the weekly the monthly or the quarterly? Just Just curious?
Rolando Rosas 44:08
I do. I do both so weekly, to get an idea of trends that wish inside there. It did give you kind of like, like other third party software work and actually show you the trending aspect of the keywords. Yeah. And on the monthly to get a better grip on the data because you get more data points in the 30 day window versus the week, which is really kind of what’s happening right now.
Ritu Java 44:33
Right? Yeah. Yeah. So let’s just go in quickly into such great performance. There’s actually two types of data you get one is at the the account level or the brand level, right? So Amazon gives you the top 1000 keywords that have been performing for your brand. So when I say keyword, I’m using it kind of interchangeably here with search queries, it’s kind of hard to remember okay. So search queries that don’t 1000 search queries that lead the sales of your of your products at the brand level. And then you also have the ability to dive into ASINs. So for each asin, they give you the top 100 search queries that kind of perform and your top 100 queries. Now, when you look at data on a weekly basis, you’ll see that there’s going to be search queries that go in and out, you know, this weeks when they are your top 100. And sometimes they don’t make it some other words, make it and so on. So how do you tell with, you know, certainty? And you know, how do you see the consistency from week to week, month to month, the only way to find out whether you have a trend is to actually download all these reports and stitch them together. So what I mean by that is, you know, snapshots of this kind are not useful in themselves. Like, if you look at a one week’s worth of data, it doesn’t tell you much, it tells you that there are certain search terms and there are certain numbers, like impressions was x sales was whatever purchases was, why there’s some ratios and so on. But that alone doesn’t become as powerful as when you stitch them together and start to draw the strength. Now you were talking about some tool that you might be using for doing that. That’s exactly what you need to do. But you need to do it like an on an ongoing basis. Like you need to keep looking at that data over time and see what’s changed. So we call these, you know, these types of investigations time series. So a snapshot is just a slice of your data for a certain period of time. Whereas a time series is when you can plot that over time, and see what the trends are. Now, time series are way superior than snapshot data, because it tells you how your data is going up or down or staying flat. It can also help you do drill downs, you know, you might get aggregates, but then within those aggregates, you can drill down and try to try to see what’s happening at the more granular level. And you can make predictions, you know, because you can do regression analysis, you can you can make predictions of okay, this is how it’s trending, it looks like it’s going to keep trending this way. And
Rolando Rosas 47:28
that’s the thing that’s not available on PBS, PBS. The search query reports that are out there are don’t give you the regression analysis don’t give you the correlations. So if you’re really trying to get that you really gotta go to this next level that did you guys have PPC Ninja are doing?
Ritu Java 47:48
Yeah. So we have this concept of data room where we basically stream and data from different sources and blend them together. And that’s when we start to see things on a timeline. And the thing with timelines is that let’s say you have add data coming in through to a software which is converting, converting your day to day add, add add information or add performance into a time series. So for example, you know, on this day for this campaign, what was the performance then on the next day for this campaign for this keyword? What was the performance and so on? So getting it down to that granular level, having that be exported into time series? It’s pretty rare like our software, does it? I don’t know if any of you
Rolando Rosas 48:36
make it easy. You’re making a hearing, you’re making it easy. But when I hear that, I’m like, wait, just came off my back? Yeah.
Ritu Java 48:44
Right. Yeah. So making sure that that’s on a timescale, because now when I when I download other pieces of data, or I stream them in, for example, my business reports also on a data range, then I can start to merge everything together. And then now if I add search query performance, now I have three sources of data that I can simultaneously measure on on a time range with the time series, because the common factor amongst all these pieces of data is the date, the on this date, what happened on ads, what happened on organic sales, what happened with search volume on through the search query performance, you can see all of that with, you know, date ranges. Now, of course, on search query performance, you won’t get it on a date, not on our date granularity, you can get it weekly, at best. So, you know, doing that analysis for for the week, week, over week, and also even month over month analysis. But the idea is to kind of start to blend all the data in. And so we’re using, you know, a data warehousing concept, which anyone can actually set up fairly easily. So the warehouse that we’re talking about is called BigQuery. It’s by Google. It’s practically free for up to one terabyte of information, which most people never had to, you know. So it’s like it’s like using an amazing storage space for free. So all you need to do is like setup the BigQuery data room, and then connect the export from add data, which is time series, connect the export from your Amazon selling Partner API, which is sp API, and it can be connected, streamed into this data warehouse. And you can have the search query performance uploaded. Also, now you need the help maybe have a VA to do the download upload thing because there’s no API yet, for sqp. But I think it’s coming.
Rolando Rosas 50:46
I think I heard them say that, celebrate or one of these other webinars that that’s, that’s on the roadmap. It’s on
Ritu Java 50:52
the roadmap. Yeah. So once that happens, imagine how easy it is to just connect those data sources and just let everything come in. And then we use local studio, which is, again, a Google product, Google Local studio, which is also 100%. Free. Once you have local studio, you can basically read into your combined to net blended data, and you can visualize all kinds of things. So we’ve been really excited, we’ve been playing with all kinds of visualizations that tell us, you know, what’s the impact of BuyBox losses? on advertising? Or was the was the impact of BuyBox losses on conversion rate? Or what’s the impact of advertising changes on, you know, total performance at a SKU level, which is unheard of
Rolando Rosas 51:38
right, which is awesome, which is awesome, which is what I wanted to ask you, because you there’s so much like you said, there’s so much data you gotta have, you know, yeah, it’d be terabytes of data or not that much said, you’ve probably not consumed that much. But there’s so many data points. Yes, the obvious next step has to be like, what you’re where you’re going is, I’ve got the data. It says, I’ve won, I won the buy box. And then how do I take action? What do I know what to do? BSR is going up? Or I should say down? Because that’s really what you want. Right? From from a big number down to one one is the best. Yeah, how, what is contributing on the up? And is just as important. If I see things going do what I am tributing? And what do I do about it? Because that’s the next thing. Great. I have all that data you gave me and I see all the reports and everything else. What do I do? Where do I put where do I literally put my chips on? Where? Where am I putting my bets on?
Ritu Java 52:36
Right? Yeah, yeah, I think, you know, first of all, the first step, the foundational step is to first get data into a data room that will then be easy for you to draw correlations, because understanding correlation is the first step, once you start seeing those correlations. And some of those correlations might be, you know, just hypotheses of what you think might be happening, it’s correlated, but it’s not caused the causation with correlation is different from causation. So if you can determine the influence of one metric on another, you can start to form hypotheses. And that’s what data science is all about. You start with a question, you know, and you try to you say, Okay, this is my hypotheses, can I prove it right or wrong, you know, and then you you take action and see, it’s just like doing AV testing, right? You try this, you try that, and then you start to see, okay, there’s a, you know, there’s a clear path here with this option. So then you are able to branch out. So for most people, for most people determining, you know, which path to take, it’s something they never get to, you know, they are basically taking macro decisions based on like a general understanding of where their business is headed, right. And that’s a big mistake, right? If you want to really, you know, Master Amazon and you want to grow and actually grow into a big brand that is sustainably around for a long time and not just be like, like, some majority of the sellers that join and then within a year, they close shop, because nothing is working. If you want to be in the league with you know, the sustainable growth sellers, then you have to look at data this way, like you have to go down you have to be able to slice dice, drill down to your data, and then do experiments because you have to keep doing experiments in order to figure out which path is better. And then while you’re doing those experiments, Amazon is gonna go and change something. So
Rolando Rosas 54:44
the same thing I heard somewhere that they they run on unknown, like some some in an ordinate amount of price changes a day, like internally, you know, in the millions and they’re always running experiments and you know, this category but not that one. And looking to, you know, take those experiments to the entire platform. So you don’t know if you’re part of the experiment sometimes.
Ritu Java 55:08
Exactly. There’s a lot we don’t know, for example, if someone, let’s say your closest competitors are running Lightning Deals, right? You don’t know that information, you’ll see it later. Like, you know, in a week’s time, you’ll say, Oh, my God, my sales have tanked. Like, how did I not notice this, and obviously, because there’s delays in attribution, so you obviously cannot rely on data, because it’s not minute, by minute it is delayed. So you’re having to kind of operate a little bit, you know, in the in the dark, you know, and that’s part of the game. So you have to understand that there is like, trends, the macro trends, that you need to keep a close eye on within your within your account within a skew within all these campaigns. And so you can just take your eyes off, you know, the wheel at any time. And that’s why the investment in a solid data strategy is so important, because it means that will give you the edge, at least you will be the first one to know when things aren’t going right where some where something was detected. Yeah, that is like an anomaly that is in the making, you want to get that anomaly, when it’s beginning to become one, right? And not after the fact. Because then it’s too late and everything is messed up, your your metrics are screwed up. And you know, it’s hard to recover from those things. So, you know, having a data strategy is probably the most important investment you can make in your Amazon business, is what I would say.
Rolando Rosas 56:37
And, and in order to probably maximize that, I’m sure at some point, all the data points, all the analysis, all the reports, there will be some type of AI that will be able to do machine learning to give us those outcomes that we desire. And no, we’re not there yet. And I know that like what you’re saying, We’ve got to do experiments, find out what levers are the ones working? And those levers may change. That, absolutely, but one of the things that we could do, which is your third secret, right now is using the power of AI, like, chat GPT to create ads. What’s what’s going on there? When it comes to that?
Ritu Java 57:25
Yeah, so which activity there’s, there’s a lot that AI can do that, you know, humans might be able to do, but it’s gonna take a long time, or, you know, there’s so much. You know, there’s a lot of use cases, like I’ve been playing with Chad GPD from the beginning of this year, and we’re actually on a mission to create like 100 tools using your child GPT
Rolando Rosas 57:49
prompt you could share that, you know, that is that’s been like fascinating or interesting when it comes to using chat GPT
Ritu Java 57:56
a lot of problems actually, so. So let me give you an example. With let’s say we’re generating sponsored brand headline ads, right. And you want to be able to do that in a smart way. You don’t want to just create like a random headline. A lot of people do that they think sponsored brand ads are for just for brand building, and they maybe put some very vague, like logo or something, or sorry, like a, like a tagline. They have their company or something like that. That’s not really the way you can convert sponsored brand ads. The best way to convert sponsored brand ads is to have a very close correlation or connection between the choice of keywords and your choice of headline rate. So if someone types living room decor or something, and your headline starts with living room decor, then guess what the brain clicks and they say, Okay, this is for me, and they might actually it helps you improve your click through rate, right when the words that they typed are the words that magically appear on an ad, it helps the brain kind of connect with that ad rather than if you had a headline that said, live your best life or something weird like that, you know, for living room furniture or something glorious like that. It’s not going to click and they will see it as an ad you know, it’s not it’s not serving
Rolando Rosas 59:25
them and so how do you advise that promote from a brand sponsored brand? You would you want to create sponsored brand creative ads that are grouped around deals those keywords so like I’ll set one around like what you said, you know, green furniture or modern furniture because I know that’s what I sell modern furniture and then I create another ad that’s maybe different traditional furniture or or country farm furniture. Is that the way rather than just, you know the best new furniture Absolutely.
Ritu Java 59:59
So the way we use chat up there is we literally have 500 keywords, we need to create sponsored brand headline ads, but most people will just create one, and they’ll just repeat it, what we do is we feed that list of 500 keywords to chat up and say, Now group these into very similar sounding or similar words with similar meanings. And can basically categorize them. So it will try to categorize the best it can, you can also give it constraints, like for example, you can say no more than groups of five each, or five to 10, or whatever. And then it will do that grouping and that clustering, it’ll create, you know, a lot of groups, then you can say, a second follow up prompt on that would be now create a headline that includes at least one of the words in in the grouping, or a very close variant of that. So it will make sure to pick up that word. And now you’ll start to see amazing copy, this copy is, is usable. Yeah. And the other constraint we put is 50 characters, because that’s the max you can do in and headline, you can also set the tone, you can also say, Don’t make it too, too flowery, or, you know, you know,
Rolando Rosas 1:01:21
because because that’s the thing, it’s usually the first result, sometimes the little either verbose or a little bit too generic and not on the mark, not think you’re hitting it, because the giving it the tone, or the constraints really, is the way to go. I know one of the things we use, we call we call check GBT around here, Eddie. Eddie, it’s hard to say check GPT as many times as if we use that here. And so we we asked Eddie, I know when I when I’m using Eddie, to give me five results of this, instead of sometimes going back and forth, right? Just give me five results. So I can pick him then I didn’t like any of them regenerate, give me a revised those five results. And that does cut out a lot of times that of just spitting out one thing, it’s gonna give me five outputs. And now, if I like one of those great, if not, give me another five.
Ritu Java 1:02:15
Yeah, and you know, the way we’ve done that, you know, instead of running that query five times, what we’ve done is we have integrated Chad GPT into Google Sheets. So what happens there is it’s a cell formula. So just like you say, equals some blah, blah, blah, you could say equals whatever it is like our, you know, our function. And then we basically say, you know, use this input field, or, you know, sell whatever he wants, or whatever, and use this prompt in cell b1, and then generate an output. So it just does it. And you could just drag that thing down, like, you can just drag that formula down. And now you have multiple variations of the same prompt, like, have the same set of keywords with different results. And then you can pick from there. So you can actually do this at scale. You know, it is, if you have the whole clarity of thought on like how we’re going to execute this. You can start with a smaller set of keywords, that’s not a problem. But the fact that you can do this at scale with that integration, it just saves a lot of time gives you many options that you can pick from and then you can just run your ads with that.
Rolando Rosas 1:03:33
I gotta give that come on. That is the Yeah, yeah. Because, look, if you’re an advanced seller, for a nurse, some that are listening to us that are advanced, what you’re looking for is the gasoline that lets you hit the turbo button, right? This would you just gave us about sheets and chat GPT together, rather than using the UI or user interface is the turbo button like, hey, I need this now and I need to do this at scale. That is an amazing. Thank you Little John. Thank you agree to that is that’s great. I haven’t used it in that way. I’ve used it more for we’ve used it for translations. So it does a really good job of natural language when it comes to you like Spanish you ask it to create this or translate this text into Mexican dialect Spanish spoken in America. And it provides a nice good clean translation. That’s understandable by but that language has spoken most in the United States. The Spanish English the Spanish Mexican language in the US. And this is great. Love the turbo but
Ritu Java 1:04:50
yeah, yeah, yeah, no, there’s so many different use cases of AI for advertising. Just to give you another example, quick tour.
Rolando Rosas 1:04:59
Go ahead, I love these tips. So,
Ritu Java 1:05:03
within charge up there is, especially with the paid version. So this this feature doesn’t exist 4.0. Yeah, the 4.0. And, you know, if you’re on the Fitbit pay version, you, you can now use something called Advanced Data Analysis, which is a, it’s, it’s a beta feature, you need to turn it on to settings. Once you have that turned on, you can basically upload files to GPD. And this, this could even be your search term report or subgroup Performance Report, there’s so many different ways you can actually just upload data to it, and then ask questions based on that data. In previous versions of GeoGebra, you couldn’t first of all, you couldn’t upload. Second, if you tried to copy any large volumes of data and dump it into the little bar there, it would just say, you know, can’t get to more than x number of characters or something, it would truncate that right. So now you can actually do that. So it that’s something that we’re playing with right now. And we’re we’re seeing amazing results. In fact, there was somebody on LinkedIn recently, who did exactly that with hourly data. Because I didn’t, I don’t think we got to the third of the ways you can get hourly data. And that’s now available within your your campaign manager reports. So your sponsor reports, you could actually change the
Rolando Rosas 1:06:38
storage, you could put in the government to show exactly what you’re talking about on the GPT. Four, you can already put it up on the screen. So we could talk about this. Yes. So this is what you’re talking about.
Ritu Java 1:06:50
Advanced Data advances. Now you
Rolando Rosas 1:06:52
can do this, click this bad boy attach files and do exactly just that. So if you’re watching on the video side of things, you can see that you can upload files, right from here and attach those reports, like you’re talking about, and other data. And I’ve played around with this too. I’ve uploaded PDFs, analyze, documentation, summarize things. As well, as I’m sure you know about this as well, too, you can add some really cool things like go to a website, I’m gonna give you a link, give me a summary of visualized data. You can also and along the the ad side, you can also use Canva. Now Alongside this, so some really cool new features, and I just read that they’re gonna give Eddie a voice. So then you can you can hear him or her all kinds of different voices that you’re going to be able to use when it comes to using chat GPT as well.
Ritu Java 1:07:52
Right? Yeah, yeah, no, I’m super excited about, you know, the advancement of AI and the fact that it’s so universally available. Like, that’s really amazing. It’s mind blowing that any one of us who wants to use it can use it. And I often say to my team, hey, it’s helping us kind of save time, because it’s doing things faster, way faster than we could ever achieve. But then the other thing it’s doing is that it’s it’s adding team members is adding skills that we’ve never had, you know, it’s able to help us with Google Sheets, formulas. It’s helping us with Apps Script code, which didn’t, none of my team members know how to write app script. But we’re writing App Script with the help of GPT. And now we’re also writing SQL with the help of GPT. So it is helping us to, you know, interact with our data warehouses and try to figure out, Okay, what’s going on here, you know, generating all kinds of amazing analysis based on that sort of stuff. So yeah, super exciting times here.
Dave Kelly 1:08:54
And I’m sure I’m sure when you started messing around with chat GPT. Like us, we just realized that it was a game changer right away. And we’ve implemented it for almost every aspect of the business, from advertising on Amazon, through data analysis, sales and customer support. We’ve even used that PPC for like, understanding, understanding the mindset of prospect or client post, post meeting, kind of dump Well, a lot of information and we’ll have him analyzed, and we’ll have chat GPT analyze a conversation. And literally, every part of our business we can incorporate this AI and it has really opened up our eyes to a lot of opportunities out there.
Ritu Java 1:09:56
Yeah, totally agree. Yeah, it’s it’s it’s definitely a game changer.
Rolando Rosas 1:10:00
Hmm, I can’t wait to for the next iteration where it could just tell me, these are the winning, winning keywords, double down triple down on these because these are the ones that are making the most money or the most profitable based on looking at all those millions of data points. That’s that’s to me the next frontier, I’m sure there’s something that exists out there may not be available readily available today. Or maybe there’s somebody’s got to come up with a with a model that works. That’s just kind of, like you said, it’s about experimentation and figuring those different correlations or regression analysis. So what I want to what I want to do, before we go, there’s a segment we’d like we’d like to do with guest likes fun, this is just what’s on your mind, but rapid fire segment. So Dave, and I are going to give you a word or phrase, and then you tell us what’s on your mind. So Dave, go ahead and kick this off.
Dave Kelly 1:10:54
All right. So the first word that we that we’re gonna fire rapidly at you. Walmart.
Ritu Java 1:11:07
Okay, so you just want me to say
Rolando Rosas 1:11:09
whatever’s on your mind.
Ritu Java 1:11:13
I wish Walmart was even close to Amazon when it comes to execution when it comes to advertising. But it’s not unfortunately, it used to be the thing we thought that kind of help, you know, diversify. Sellers diversify, so they didn’t have all their eggs in one basket. But Walmart is like, so far behind that. It’s, you know, it only contributes a small amount of sales, you know, compared to the bulk of people’s, you know, online ecommerce sales. So, yeah, I wish I wish Walmart would be, you know, ahead of where it is right now. I
Rolando Rosas 1:11:57
can’t disagree with you. I can’t wait. When we look at our numbers. They don’t they’re not in contradiction with what you just said. So I wanted then less step it up a bit. Talk about an up and comer here is the phrase tick tock shop. Oh, exactly.
Ritu Java 1:12:23
Yeah, for sure. You know, tick tock is Oh, my goodness tick tock has changed the game. I mean, everybody thinks of tick tock as the the biggest driver of traffic, no matter where that traffic is going. It just is a huge driver. And obviously, tick tock wanted some of that traffic do do get monetized, you know, and therefore they started the Tick Tock shop. And, yes, it’s going to make it a little bit harder for the strategies that a lot of Amazon sellers are using in terms of like sending traffic to Amazon, it’s going to be harder. But there are people who are already experimenting, they’re ahead and they’re already experimenting with tick tock sharp, and I think based on everything tick tock has done this is going to be super successful. That’s my gut, gut feeling at this point.
Rolando Rosas 1:13:15
Interesting. They certainly have the willpower, they’re putting money behind it with manpower, they want to be had, they want to have their they have their own kind of FBA ish kind of program. They’ve got a couple of warehouses right now where they’re getting that off the ground. So it’ll be interesting to see what happens.
Ritu Java 1:13:33
Right? Yeah. Again, I mean, it’s not like it might, it might not be the perfect competitor to Amazon. But yeah, everybody wants a competitor, that strong, strong enough. So yeah, we’ll see how that plays. If you do.
Dave Kelly 1:13:51
All right, so the next 132, what would you say about sellers on Amazon that are depending on organic sales, just organic sales growth?
Ritu Java 1:14:01
I don’t think that’s a good strategy, because organic sales alone are not going to give you the boost the momentum that you need. For most sellers, you know, PPC contributes about 40% of total sales. I mean, that ratio 4060 could change depending on the category. I mean, and it used to be much lower for PPC, higher for organic, but things are changing. And we know why it’s because of the layout of Amazon search results page. They just, they just promote visibility to add a lot more than organic. So for example, if your listings are, you know, organically ranked maybe one or two or whatever, and you’re also running ads when there’s a danger that your organic, you know, position actually drops so that the ads can show there’s a lot that goes on that we don’t know right. So the He will prioritize ads. So I would say that, you know, it’s important impossible to not have ads running, and just rely on organic to kind of get the momentum that you need to grow your business. Well,
Rolando Rosas 1:15:13
it’s it’s, I think that’s, well, it gets to the next thing that I wanted to ask Amazon a lie.
Ritu Java 1:15:24
Yeah, that’s actually the Yeah, it’s the buzzword right now. Right. They’re trying to introduce AI in, in so many different ways, like listing creation, or, you know, customer service and things like that, you know, I think they’ve got the right mindset of introducing AI in different aspects. But there’s also that danger of, you know, Amazon being Amazon, which is what a lot of people have kind of, especially sellers, they, they have kind of been, at the mercy of bots, all along, where human overrides aren’t really a thing, it’s mostly like, you know, fire first and ask later, because there’s a tendency, you know, unless Amazon does a really good job of, of kind of, you know, prioritizing the right things and not just use, you know, AI for just the sake of using AI and for optimizing stuff. So I would say, you know, let’s say they get into AI based bidding, for example. Okay, I’m just speculating here, but let’s say they do get into AI based betting and say, Okay, we’re now going to optimize your ads. So, you know, I would, I would worry about that, because their motivations for optimization would be very different from the motivations that, you know, you and I might have, you know, of like optimizing based on profitability, and things like that. I mean, already with the recommendations that they generate, a lot of them are very hard to agree with, because they’re based on potential for visibility at the cost of profitability, like they will prioritize visibility over profitability, but 99% of sellers would want a robust based approach, rather than just a brand awareness or visibility based approach, right. So if the recommendations coming from Amazon are, you know, not aware of like where a seller wants to go, then definitely the AI, if it comes, would also follow the same chain, you know, it’s not going to be drastically different. So I think there’s pros and cons, and there’s definitely going to be some wins for Amazon. And overall, I think I’m positive about, you know, AI, the use of AI in different aspects. But we’ll just have to wait and watch and see how their AI plays out. But what are their motivations?
Rolando Rosas 1:17:51
Well, you’ve said that well, and I was you’ve rolled up that was going to ask you about the future role of Amazon ads. And you’ve kind of touched on that with it within from an AI perspective. But do you think that moving forward, the ad, world is going to change drastically on Amazon, and what your predictions are around that,
Ritu Java 1:18:13
there’s always going to be changed, because Amazon is always going to try and find more ways to advertise different ways to advertise different ways to target, we will have a lot more data we already do. But the overwhelm from not being able to understand how to use that data is definitely real. So there’s, there’s going to be you know, two types of sellers, one that totally understand the data, and there they have a good grasp, and there’s another that will be overwhelmed and bewildered and not sure what to do with it. So I would say that, you know, going forward, there’s definitely a lot of things that will be, you know, coming our way, especially in the area of more data, like we will get more and more and more data from Amazon, it’s just a matter of us keeping up with it and being smart about it and using it to our advantage. So that’s how I look at it. Okay,
Rolando Rosas 1:19:08
well, you said a bunch. And I would I would love to like, like if there was an AI way to just plug into your brain like, like in the matrix and just let, let it upload more details. I would love to maybe someday we’ll get there. But today, we know. So we’ve been talking to read to Java. And if free to have people want to get in touch with you or find out more about the excellent work you’re doing. What’s the best way to do that?
Ritu Java 1:19:35
Yeah, so I’m very active on LinkedIn. So if you want to connect with me on LinkedIn, my name is Victor Java full name, you can search it up and that’s the best way to get in touch with me. If you want to, you know, have any kind of demo or discussion with PPC ninja, you can always reach our website PPC ninja.com. And there’s all kinds of call to action buttons there that you can follow. So happy to help In any way we can with your
Rolando Rosas 1:20:01
ads. Awesome, thank you ready to I appreciate that we really appreciate you making time checking in all the way from India at this late hour. So we really appreciate you dropping knowledge and enlightening our audience. So if if you’ve enjoyed this episode, because this has been a nerdy episode, I love it. And you want to hear more about data and stories, you want to check out our episode that we had about dropshipping. And how we turn that into a 20 year business of selling online 21 to be exact. So check that out, that will be helpful to you if dropshipping is what you’re doing Shopify or Amazon or anywhere in between. And you want to check that out on our website, circuitloops.com or wherever you consume your podcasts. So Dave, and I and read to want to thank you today for tuning in. And we will see you next time.
Ritu Java 1:20:58
Thank you so much, guys.
Rolando Rosas 1:21:00
Thank you. And now we’re going to do this for our YouTube audience. So for those watching us on YouTube, make sure you watch these other episodes that are on the screen. Dave and I will join you in those episodes. And we’ll see you there
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