hey everyone this is stefan from
projectlifemastery.com and I'm here at
cellar con with another amazing speaker
speaker here at the event
this is Cherie the Evette the founder of
the urban cowgirl she specializes in
Amazon PPC so she runs an Amazon and ads
agency and she I didn't see you speak
but I was hearing from everyone yet when
the best talks here so far so so much
advertising I mean that's just what I do
again I'm not a seller yeah I come from
the background as pay-per-click
advertising right in the early days of
Google AdWords and all the way up until
now and so doing Amazon advertising it's
just incredibly exciting yeah it's just
an open market it is there's tons of
opportunity there they're constantly you
know putting up new ad units and it's
very competitive you can win and it's
just an amazing yeah and a lot of
sellers they don't know how to run ads
properly it's almost like they just
okay I'm gonna hit the but turn it on
for a few keywords and then they're not
you know they don't have to optimize it
they don't know how to really focus on
getting the best you know bang for the
buck the best return from those ads so
it's definitely something a lot of
people need help with I think that I
think I think the main thing that people
with advertising like I was talking
about today the main thing with
advertising is it'll it'll really mess
with you if you treat advertising as a
linear event okay because it you know
I've been in a planning for 15 years all
I do is competitive markets and scale so
if you look at it as a linear event like
you're gonna set up campaign you're
gonna sell some products you're gonna
make some money it's not linear so
advertising is actually a feedback loop
yeah it's a loop so essentially you
bring those ads live and then you have
to look at the results to see what's
working and then when you see what's
working you go and you make pivots and
moves and then based on those step he
back in and you put more new stuff in
and then you get more feedback yeah so
it's Lou you know it's a constant loop
and I think most people they get
frustrated are really treating it on
this A to B line and they're not looping
it around
if they start to really treat it as a
test but treat every campaign as attack
even my campaign the best test and then
look at the feedback on performance and
then kind of keep revisiting it thank
you I find a way PPC you have to have an
open mind because sometimes if what you
think oh you know this keyword is it
gonna convert the best but sometimes you
have no idea and you at the data doesn't
lie because you're getting the analytics
back any cameras on and so you might
feel like okay well this ad a you know I
got to turn this one off it's just not
too competitive not making enough but
here you get some winning campaigns
going and then that's you know can
really scale up yeah and you do and that
is again like what I talked about today
the 80/20 principle where you know with
it advertising it's about 80/20 so 80%
of what you do won't work it won't work
any percent of what you test will not
work in a campaign and 20% will in that
20% to making millions of dollars so
it's so important to not be disheartened
when like you say when the things that
you're kind of emotionally attached to
and those you know 8 out of 10 or bombs
won it not to be frustrated that you hit
a bomb because everyone I mean I don't
even mean with my batting averages like
7 out of 10 you know and I mean it's not
epic like I have my best days 7 out of
10 you know not everything you do is
gonna work now to be product of scale
not a good keyword of scale so it's
really one of those things that you just
kind of have to hone in and take that
20% like you said it's in the data like
you don't know why it works it doesn't
make sense but you continue to make
sense of it right you need to analyze it
and build on it and kind of make those
small bets and it works really well over
time so for someone watching this
they've got maybe a product on Amazon
wondered where do I guess where would
they start with their ads are they
trying to first get a list of keywords
and and just kind of going abroad with
seeing what's working yeah what we do
today sure they seem to help people I
think the main thing that you want to
start with on Amazon
is that the main like takeaway is if the
algorithm builds history keyword by
keyword so the Amazon algorithm doesn't
just look at sales velocity it really
looks at each keyword and how the
products it has in its index have have
sold on that keyword right and in the
first history keyword by keyword by
keyword so if you have a product where
you have no sales history because you're
not organically ranked you're not about
the fold you're not even in a good buy
spot essentially your competitors will
continue to eat up that traffic or
consume that traffic because they have
sales history they're they're selling on
that keyword every day they're moving on
that here except advertising allows you
to kind of push the ads up and get that
sales history so your primary goal in
your first campaign is to put together a
good list of about 10 keywords and he
was it uniquely define your product
keywords that are in all of your
competitors titles that are very
frequently seen in the ever in a
category and they have a good search
volume and just get those 10 keywords
out there and make sure you're ranking
on the first page and getting that
visibility so that you can can can start
to grow those and then you build your
campaigns keyword by keyword you know
you need you know search by search it is
you establish history on those keywords
everything will start to move right so
you said 10 keywords but why wouldn't
you why wouldn't someone go alike as
many keywords as possible because one of
the things that I'm really big on is it
takes like a bold strategy got a
strategy free start and you got a fight
where you can win you can't come in
there and just win anything and you know
what you can win anything so you see you
have to come in from this place that is
very very strategic and you have to have
your ad dollars push those keywords
right it's an Amazon like the search
volume and the potential is huge so it's
like when you're on Amazon if you know
one keyword could spend so much money if
it's done right so if you put hundreds
of keywords in there sure you're making
a lot of small fads from a data
standpoint but you're not making those
bets so in full motion you're making
very low bets operating logic in watch
you know what I mean you're not Cooney
you're not able to take the top position
day and day out consistently to actually
get that sales history instead you have
a budget and your key word gets shown
like tinging or you're tinkering with it
and you can't win by Kinkos so you've
got to get all the stuff that you can
fight win and you need to pick that
carefully and then you need to go and I
do think that it's like one of if I had
an outlaw tip on keywords it would be
not to throw hundreds and thousands of
random keywords in your campaign good
holding do not do that but are you so
you'll maybe start with ten but maybe
certain ones or like wow this one's
doing really well you keep those but
maybe once you take the lowest
performing ones and maybe swap those for
new keywords or okay for me like 30
clicks 2530 clicks on a keyword if I
have two sales and three sales it's
incredibly overpriced I never sent a
cost something ridiculously gone yeah I
just can't discuss it anymore I'm always
rotating in new status awesome yeah it's
a great way to start and I mean if you
really robust and you have a lot of data
now if you have search term reports
right you've been running a
pay-per-click campaign for your audience
it's already got stuff going they should
probably go into the search room before
they get started maybe a hundred
keywords you know because they have
sales data like we're not guessing blind
we're not coming out there and going
okay pin the tail on the donkey right
we're actually saying okay I have this
history it's in my report I'm gonna use
this if you go from that angle you can
bid on as many keywords as you have
history on I do yeah but you don't have
any sales history yet started about ten
come and make sure you set those
keywords at broad and phrase match okay
broad and free-bodies phrase match so
that you can mine all the variations of
how it's really searched cool and
because I mean that data is incredibly
valuable for optimized from the listing
as well so once I guess you can find
certain keywords you can go back to your
listing and optimize because you know
those keywords you're selling converting
all ready for it and if you can
organically rank it with though yeah you
know and you can't just by building the
Celsius to Dad's and incorporating a
names over you know you get sales
history you get velocity you get keyword
history and then you incorporate in the
list thing it works equally well but
most of those keywords will be in the
listings if you start with the right
keywords it should be the ones that
describe your product but if for some
reason you've missed them
okay what about some budget like what's
a typical budget that someone starting
out one thing with search algorithms
this is like most algorithms are based
off to Google framework right that don't
force algorithms of course they have
their own engines but it's all based off
algorithm for search and the thing the
thing with the budget is the search
algorithm is trained its computer system
that person and it goes and it looks for
who can spend what it's got to spend
that day yeah so if you have a really
low budget the algorithm really pushes
you to the side it shows you like at 1
a.m. for 10 minutes right right that's
right right and if you're like a player
and they see us got us you know to $700
budget yeah they can afford the traffic
all day long then you're there all
primed buying hours so will you set the
budget really small budgets they're
really yeah so will you set it high
because even if like you're you're you
know like there's a lot of keywords your
night you can never even spend it will
never fill up that budget but just by
having it hire Amazon will show your ad
more absolutely right yes it will show
it has - yeah algorithm has to the
algorithm discussing that's to notice it
all right
so it's gonna go out and say okay so so
who has the budget that's the first
question you don't rethink you know all
these other things who yourself when we
afford it how's it going to work but
they honor that was just like first and
foremost which of these campaigns have
the budget for me yeah and then it
starts picking from there it's one of
those metrics that has nothing to do to
performance it's just a practicality
metric like if you're gonna pay a bill
so I would say well how much money is in
your checkbook
you know what I mean checks you can't
cash you don't I mean so the algorithm
is looking for what you can spend right
so you got to make sure that's set right
so you send it a strong signal that yeah
I can spend we can take the whole day we
take the whole market yeah and how
important is like tracking your numbers
in the sense like you got to know you
got to make sure the math adds up and
yeah is your a goal initially like you
know what your profit margin is but you
are you trying to figure out okay am i
Tristana breaking even at first or you
trying to go for a profit because he's
trying to break even on your ass at
least velocity on the back so I'm never
trying to make money online
my actor always just uses a tool it
wouldn't be the case if I was out in a
different platform like Google yeah and
so my campaigns tend to be very robust
because I'm used to having to run a
profitable campaign but the deal with
Amazon if you're running Amazon ads your
audience is running Amazon ads they
absolutely have to just try to break
even they do not want to be and they're
trying to like save their shekels and
get real conservative they want to try
to break even and build sales history on
the killers
that's the goal the goal is ok these
keywords are very important byproduct to
even start competing I need sales
history yeah yeah so you gotta buy that
you know and you got to pay for it it's
not sustainable beyond break even though
like don't ask me that question right
it's not sustainable be on break right
so you know you can't pay more money
than you know you don't than that so you
got to keep it sustainable but you got
to push as hard as you can right so your
your a goal with it for the way that you
would make money I guess is wandering
getting the benefit of ranking your
product organically you're getting I
guess reviews which actually helps yeah
and then I guess also you can lead to
the repeat customers too because when
someone buys from you they can you know
the long-term value of that customer
you're playing the long game so usually
the money my scam consumables that's two
totally good comment on consume as you
are playing the long game so maybe even
lose a bit on that front sale but most
products you break even but the thing
you're not realizing at that point is
that your brand
Amazon's only charging you for clicks
yeah but your brand packaging and you
have a good brand it's showing up every
impression yes so you show hundreds of
thousand prozis yeah of your product of
your own page one yeah and what you're
really establishing is positioning
you're establishing market leadership
right like you are the leading brand
you're showing up consistently it's
really not about products it's about you
know
it's like a classic advertising you know
al Ray's quote you know it's you're
never trying to manipulate your product
your product is not what you're doing is
the perception of your buyer but you're
focused on you know so by being there
consistently all the time on these prime
keywords you you you indicate leadership
and that leadership sticks your brand
and you know it sticks to your brand in
a way that you could never you can't you
can't account for it like for example
are showing on stage one of my best
clients you know we have brand searches
so we have a campaign just for our brand
searches and we track you know how much
those are growing quarter-over-quarter
because that's part of the add benefit
is that more people search for your
brand on amazon because they're seeing
in more and we did a really big
initiative on a very expensive keyword
for holiday in q4 and they had three
hundred thousand dollars more brand
sales in q1 oh wow
it's crazy not so yeah so so let me ask
about the ranking organic ranking talk
about just the importance of running the
ads to help how how it helps that guess
the algorithm for organically ranking
your product for keywords well really
sales history piece you know if think
you're really just giving that algorithm
a really strong signal that you can
style for that keyword and that you can
make that you would work for your
products I mean it's it's really not
much more beyond that and then by
getting all those sessions to your page
is a polarity signal you're just sending
the algorithm signaling you can't really
track it like if people will mess that
up to it the sense that or think they're
tracking on in position six and now I'm
not moving it's like you're not trying
to move position by position and rank
Amazon first of all one of the big
takeaways from today's event is that if
you've looked at any of the stats in the
reporting and if they give you your ads
and eighty percent of sales come off
product pages not search so the majority
of your sales are gonna come off your
competitors pages so most people are
always like go find a fraud where
there's no competition no no go fight a
fire there's a lot of competition
steal their sales totally yeah you don't
need more interesting you know yeah
farmer interesting when I pull it
jungle Scout is isn't it hey so you know
five hundred thousand a month I'm like
cool I could take three of that yes
sorry get your focus on the opportunity
it is really the opportunity of it
because eighty percent of those cells
come off the pages because people Amazon
is design their engine where they don't
have to go back and require your
research so they come in and they say
okay I want you know pink towels they go
to the pink town page and if the pink
towels that they see or not what they
want they want an alternative Amazon
feeds them those alternatives customers
also bought you know for you later
they're trying to feed them they don't
have to go back and search again pink
towels cotton because the Amazons
already brought it into them Amazon's
already so smart that it's given them a
shopping experience on the page and so
every every shopper goes down to the
reviews so they scroll past that real
estate if you're on a normal web site
like Google you're always kind of gaming
you know like working your ads to make
sure they even get seen cuz it's not
everyone go to the page this is the
different game and Amazon everyone goes
from the buy box to the reviews back up
to the buy box so you have all that real
estate to sell on and it's eighty
percent of sales law so there's two ad
positions they're sponsored products
there's an AMF economist clay there's a
second AMS back this way you can buy a
TMS is it Amazon marketing service yeah
goodbye it on the page but if you just
have sponsored products which is where I
make them the most you know the majority
of my sales cannot sponsor products you
can just get sponsored products related
to this item in the tables on the way
down to the reviews and you know so even
if your competitor in a one UPS you
organically ain't clay off they get some
hearse Clegg you can take them off the
page I love that that dozen different
mindset or in a competition that's what
I love that really is it know me because
in advertising this is why I'm the
seller in advertising in Google there's
three spots you know what I mean oh
here's a good competition what is
terrible game you know what I mean like
you literally you're never going to be
in a spa in digital it did all these
that there
a massive amount of competitors you know
usually thousands of people vying for
three spots and I have to win those so
I'm used to kind of peeling through my
competitors and looking at my
competitors like I always tell my
clients even at Google we're not
pitching the class we're gonna out pitch
our competitor right now make the
competitors pitching them something we'd
to be coherent of that pitch we're gonna
out pitch him right as we know they're
gonna come back and get all the
back-and-forth so the game is sounds
even more powerful for that because we
know they didn't like the pink towels I
saw or they wouldn't be bouncing around
on the page like your pink towels let's
see what they do yeah so with the ads
obviously the the product image and the
headline the title is important how much
are you testing and optimizing that okay
that is one of the things that you need
has to be left on the table because of
my personal client base and I think that
is a very hot place to test I mean you
could use you could use all your data
from sponsored ads to optimize optimize
a listing and I think it's a very
interesting thing to do but the thing
with me is most of my clients have
really high selling really stuff they're
already doing always in the top three of
the VAR and then I usually go take the
badge I built my game right so normally
I'm working to be the best seller in the
category though in even the most
competitive category so I'm always
having to be the Amazon I have to always
be you know what I love that so because
I'm a person that focuses on competitive
competitive markets and scale for me it
doesn't really you know I can't go in
and change so it's product with me cuz
that product is already ranked yes like
this is what was so interesting about
when we're on the stage like we thinking
clients that are you know already ranked
on page one and gone from 1 million to 3
million in sales a month you know what I
mean and the reason for that is because
just the velocity and that keyword
history we're stacking it up you know
but the thing that's it's I can't go in
and tweak their pace they're already
ranked really well someone's maybe brand
new they can thank you don't have that
sales history but once you have history
with an algorithm you can't go mess with
it because the algorithm is going to go
back to its history and look for that
and once you've changed that if you're
it's almost like a new listing for them
now
have to kind of background reviews
they're testing you again so my clients
all came to me with a lot of traction so
I'm never gonna risk that so I don't
mess with the product page as much but I
think there's a lot of room to do that
but what uh who would typically be a
client of yours like a what stage would
someone seek out your services to work
with you know we've been pretty booked
and but normally someone comes to me
when they're they're really already in
the fray like they're really got ton
invested in their business obviously
like we do and all of us me included and
they're really investment in their
business and their brand and and they're
kind of fighting for those spots you
know sometimes they may have had someone
take their best seller badge or they're
starting to see their overall sales
velocity go down which means like I
showed today too you know we just talked
about with competitors essentially
there's already the market demand is
already there outside of Amazon growth
and you just have to go in and take a
piece of that market share and as much
as you can so sometimes what happens is
it works in the other way with a client
they've been doing really well then
someone comes in it starts to take their
market share it right and then they're
like what's going on with my sales so
normally that's when I get the call is
when it's like time to fix those hard
problems so what I like to do so you
know usually when someone's gonna work
with me it's like they usually got a
hard problem to solve
they've only got a lot of sales velocity
less of history they're ranked
organically they give their business but
some have through competition or scale
there's a problem they can't solve and
that's you know when I get in there and
think oh I can I can solve that well and
yeah do you guys also do PPC another
platform like Facebook Ads
Google Ads or you just focus on the
Amazon side I only focus on for two
years now because I I had a background
in Google obviously we did a lot of
Facebook you know and a lot of native
advertising just about any digital I've
done just because you know ad agency
stuff but I decided personally in 2016
that I would take on the NSF opportunity
so the guy heard this little they know
someone was am setting this on PPC and I
was like oh that's so interesting you
know and so I kind of latched on to it
so for me this is like
time to take the market my time to take
the platform so in it early and I love
it so I try to not dilute myself because
it was a really tough platform to learn
there's always new stuff coming out but
with that said they are going to start
tiptoe they are going to start and
allowing some tracking to some Google
pages oh wow so for me and you know I'm
not going to resist that one that's you
know what I mean because I just love
Google on let's search so much in
keywords I'm that's also and it's gonna
really help that's great because
obviously Amazon benefits massively
growing that right so they can allow
something like that we've been pulling
the Amazon Google data stream for a long
time because I'll see where they're
bringing in their Google traffic so I
can leverage that traffic for my Amazon
ads and now I'm just like oh come on I'm
not gonna go to resist average its it on
Google I'm not gonna resist that so yes
and so at this point I'm in q2 we are
gonna start for our existing clients at
doing Google very cool
so I guess my last question for you just
any general advice that you have for for
new sellers they're getting to the PPC
you know wait maybe what's one tip or
general advice that you would give to
someone that's watching this that's to
really ramp up their if you're doing
this the one thing people ask me is they
really get to tactic focus like they get
really excited about tactics and they
want to learn the tactics and the tools
and they want to sign up and I have a
lot of tools to write on the digital so
I can't help but see a new tool and
subscribes I want to see what kind of
data I get out of it but if you're just
starting out your best work is done in
the trenches your best work is done
going to Amazon and doing these searches
and scouting your whole market like
doing the keyword searches who shows up
what products they have cuz that's
giving you an indicator of what the
algorithm likes it's showing you it's
ranking what it likes it's ranking what
works and it's gonna look for something
similar it's not gonna go out on a limb
for you so you can learn so much more by
just looking at the current trends
knowing your competitor is top to bottom
you should know about
I know I could name all my clients
competitors right now off-the-cuff right
I mean I work on those guys every day so
know who your competitors are know what
products they sale know know know how
they sell them understand their price
points understand how much they're
selling how much that market share you
can go and take right understand the
whole like the whole category and then
more importantly understand how the
keywords are searched and do that
through the platform you know just do it
feet on the ground like you don't need a
tool to reverse a sand dump you one
thousand keywords off a competitor like
I don't need that you need to get in you
know in mentally like even some of my
best campaign work I do off the computer
yeah so for me in the mornings you know
I have a notepad I have a pen I have a
glass of green tea and that's when I
outline a strategy it's not in front of
the computer the computer thing comes
sometimes slow down your creative
thinking right so I think anybody knew I
would say jump in there and get
strategic and step aside from the
computer and don't rely solely on the
data start getting an instinct for how
this train is running you know what I
mean so you can hop on board perfect
well I want to say thank you so much
thank you so much how can people find
out more about you and your services
yeah my site is the urban calibrate
concur and the agency is Wild West media
and that's just kind of come in live
this year we're going slow and steady it
I don't want to take anything on it's
like Ovid on what we can do at capacity
so if the urban Cal girl comm is the
best place to find me that's where I put
anything you might own personal content
or anything I'm working on is gonna be
at the urban cowgirl calm perfect all
right well thank you again so much thank
you well thank you and thank you guys
for watching check out the urban cowgirl
and we'll see you again in the next
video hey that's one say thanks again
for watching this video and if you want
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thanks again for watching and I'll talk
to you again soon take care
you
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