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[Music] hello everyone and welcome back to our AMA session with uh Destiny with Sean from better media thanks for joining us again Destiny always um but uh before we're gonna just let everyone kind of trickle in and I would love to say hi to anyone who is joining so if you want to put your name where you're from in the comments we want to say hi to you also remember that this is a live ask me anything so that means you should put all of your questions in the comments as well so that we can answer all of your questions so let's see who we have we have Jay hello Jay nice to see you see who else we have anyone else out there Melody from Edmonton thanks for joining we've got Lynn from Kansas go Chiefs all right I think we see a lot of people coming in now uh Cesar from Guatemala Andrew from San Diego uh Stacy from Texas Carly from Arizona it's so fun like I've been to Guatemala for a wedding and I I lived in Kansas City so it's so fun to always like scroll through and be like oh I've been there I know that place Isn't that cool yeah it is really awesome uh somebody all you from India um somebody from Canada kind of from Toronto my Pakistan too wow amazing all over the place thank you guys so much for for saying hi um and yeah remember go ahead and put your questions in the comments and uh oh Spain hello from Spain espia um okay so while we're waiting for questions to come in Destiny I know a lot of people are kind of freaking out a little bit as we go into Prime day so maybe you could give a little bit of advice about PPC or about what sales are going to look like leading up and some strategies um that you we can just share with the audience yeah for sure so the reason we really discussed having a secondary Prime day ask me anything is because Prime day is so specific to your internal needs and your brand there's no one siiz fits-all solution so when Bradley and I were going back and forth and like what do I present on in terms of strategy how do we cover both the brands want to focus on profitability and the brands that want to focus on scalability I was like well I think we need to have this secondary Q&A session so all that to say we're wanting to make sure we're providing answers that fit your current business needs so any of the context you can give us in the questions is always going to be super valuable because we want to make sure we're providing you the context needed for whatever you're trying to accomplish and then another thing to consider is prime day has changed quite a bit over the years I think seven years ago when I ran my first Prime day there was no competition and customers also did not know what prime day was like you would definitely see a lift when people just inherently logged on to the app nowadays it's a national holiday like everybody knows what prime day is and everyone is seeing the pop-up notifications for Walmart for Target for Amazon it is the Black Friday Cyber Monday of the summer and why that matters is because the moment Prime day is announced sales tank almost across the board uh we're seeing it on our agency dashboard that conversion rates down from like 15 to 17% to 13 to 14% And the reason is is why would customers buy now when they know the best deals of the year are going to happen next week right so that's really important to consider because one if you're hopping in and you're stressing out you don't need to make any crazy changes it's really a truly a consumer Behavior change there are things you can do to mitigate that loss that I think Carrie and I have a good discussion around yesterday and we'll talk about today but it's also really important to consider the timing of prime day so Carrie I know you discussed I think you run coupons for leading correct yeah so I leave coupons uh before and after to make sure to kind of capture those sales of people who are looking early and they're kind of just adding to cart but if they see a coupon usually they're like okay I'll just buy it now um and then also afterwards we see a lot of sales as well from just people using the coupons so I think it's really important to kind of continue those deals because otherwise people feel like they missed out and they're like oh no maybe I'll just wait when it's right after so I think it's just a psychological thing for people and so um yeah and especially you know before Prime day if you do have a deal people like oh I should I should just get this now before everyone it sells out or something like that so yeah I think it's a good idea to have deals going into uh into Prime day as well and after I think that mentality that you called out of people are still going to be shopping or looking but maybe not purchasing is really really important to consider here because when I said our conversion rate was down I focused on conversion rate for a reason our spin is almost the same our Impressions our clicks are almost the same customers aren't not logging in to Amazon even though Prime day was announced they're still logging on they're still shopping but they're adding to car or they're list building which is another really big thing Carrie do you build list as a customer um for for my customers or oh mean wish list yeah yeah I do have I have a bunch of wish lists and I'll go back even I'm like oh yeah I really wanted that and like I'll get something maybe even like six months later so yeah I I didn't know that was a thing I was over at my friend's house the other day and they were showing me they had like different wish lists for things and I realize that's what a lot of people do for Prime day is they'll take all these historic lists they've built open them up on Prime day and scroll and then start purchasing if the items they already wanted were on deal so it's just really important to consider this time frame you still have customer shopping so you still want to have some form of advertising presence or some form of coupon or discount in order to make sure you're getting in front of those customers but they might click now and then purchase on Prime day or post Prime day which is why we have have an attribution window right so it's super important to consider when you're looking at your strategy do you want to just optimize and say hey I don't even care about the clicks I don't want to discounted customer then you can do that or you can say hey I want to make sure I'm taking advantage and I'm willing to see an increased spend decrease in sales up until Prime day which is leading what we're talking about here because I know it's going to pay off on Prime day or post Prime day definitely and we have a lot of questions coming in uh the first one here is when is it too late to start a c a campaign for Prime day it's really never too late honestly I think that's the beauty of Amazon advertising is it's pretty instantaneous if you have the right bid for that timing so we typically recommend starting you know as early as possible but you can go log in right now and start you can go pull the webinar that we posted last week where we gave specific campaigns to launch and get them launched now a few things to be considered is when you're starting a brand new campaign it doesn't have the relevancy and the history that is going to allow you to get as many impressions as possible so you may have to have a higher bid in order to kind of force Amazon's hand to put you in front of the customers because things get a little bit more expensive during Prime day but I mean there's been times where morning of prime day I've had Brands reach out and be like oh my gosh my product's in stock can you go ahead and create 12 campaigns for Prime day and I get it done the morning of yeah and Melissa berck actually she she talked about micro seasons and and creating different campaigns for micro seasons and I think Prime day is also a great one too because you can go back to historical Trend find that a specific like Prime day vacuum or prime day whatever you sell and you can keep those kind of Evergreen and she said that you get a lot better results as you keep them Evergreen would would you say you've had the same experience 100% you it's not great to turn on and off campaigns and a lot of people are worried of well if I'm bidding on Prime day and it's December it's going to be terrible performance but I'm like who's typing in Prime day in December who's clicking on Prime day ads in December not a lot so payperclick is what we run it's PBC and it's a reflection of demand so if your product's not in season they're not going to be searching for it and if someone tells me my ad is getting a ton of clicks even though it's not in season I would argue it's probably in season if customers are searching for it you just don't realize it may not be your peak season yet yeah maybe they think oh I wonder if it's like a prime Day Sale you know sometimes people don't really know so they might search it not their Super Bowl Like It Is Ours yeah exactly so um it's kind of interesting that the people there is still some search volume at other times year which I found interesting but yeah all right next question I think is a good question too um should we run brand tailor promotions promising abandon cart during Prime day or right after Prime day on the 18th what do you think about that the the brand tailored promotions honestly I would probably do it on Prime day and then maybe give it four to five days after Prime day I don't know what the do you know what the time frame is specifically between when you run them I I mean I just usually have them kind of ongoing so um I usually I I would probably say just keep them on yeah I don't know the specific time frame um that it's a lotted but I would say the same the beauty of prime day as well is it's no longer a 48 hour holiday it's a month yep everyone's kind of extending so you could definitely run it during and then also post to make sure anyone who added to a cart but did not end up purchasing you can Target and this is something you can also do with DSP and AMC for those who are interested if anyone has a new questions around DSP AMC or sponsored display also drop those in the chat because we can have that conversation as well all right so this next one is when are when there are often discrepancies between the suggested bid range and the CPC how can we trust Amazon's Prime day bid range for example the CPC will be $150 but the suggested bid range will be $2 to $4 they're not correlated at all I think a lot of people assume that they should be but they're not your CPC is what you are paying personally independently suggested bids are an average of every single placement on the page for that one keyword and every person in the auction so let's say you have one person who has a $40 bid in your auction they're going to be increasing your suggested bid right that's going to increase the average you may not have to pay $40 because maybe they're out of budget and now you're winning for a150 as you can see but suggested bids are an average of every auction in every placement so that's why it's not always a reflection of what you are personally paying what you are personally paying is your cap it's your bid it's your cost per click is what you paid for that placement on the page which may not be the top of the search if you're seeing a$2 to four dollar suggestion it's because Amazon's probably looking at your historical average and saying during Prime Day last year the bids were much higher than what you're paying now so you could have an opportunity to increase to take up more traffic all right somebody else said our experience with prime day is sales tank before and after also we have to spend extra on ads and discount our products just to keep our sales the same am I missing something not really um but I will say across the board when we pull the data as an agency the average month-over-month lift is still over 20% so yes your sales May decrease before and after but you're make up for it with how much sales you get during those days you just need to figure out the pivotal point where you're profitable and this is where economies of scale come into play that's All Amazon's game is Right Amazon would much rather you sell a hundred units at a $1 profits than 10 units at of $10 profit is that the right math yeah yes Amazon's a game of volume so this is why we always have the conversation profitability is great cash flow is what drives your business but Amazon's not playing that game Amazon's playing a units and a volume game that's what matters the most to them so again across the board for the majority of Our Brands who run Prime day appropriately they're up month over month because of prime day yes it sucks beforehand not too great afterwards but when used appropriately you can improve your BSR because if you're not selling more units someone else is and they're going to be improving their ranking over you awesome okay uh how much do you have to Budget on special Prime day ads normally to to have it uh run years ads but I don't I think years I'm not sure second part I don't know that ads um it really depends it it depends on how much money you have to spend it depends on what category you're in I've always given the example that for one keyword in one category last year we spent $60,000 and we still weren't in budget the whole time like wow that's and that's a reflection of Demand right when you flood the platform with customers and you have hundreds of thousands of people that are clicking more frequently that's gonna be reflective of your budget amazing okay followup how do we set bids for Amazon Prime day I think you kind of I don't want to continue like reiterating this but we did in the last presentation that Bradley and I did we gave a very specific if you're only focused on profit profitability here's what I would lower my bids on if you're focused on scalability here's how I create campaigns and focus on top of search um in general it really depends on which two of those factors matter the most saving money or driving sales we typically focus on your highest converting Search terms increase the bids on slightly if you can afford it um lower your bids if you're not running any deals or discounts there's there's so many rules and variants there okay this next one I think they're saying are our Prime vouchers are fine do we also or do we also run promotions or will Amazon be promoting our listings for free so Amazon does do a ton of heavy lifting here right when you open your Amazon app right now I'm pretty sure the first thing you see is the prime day little Banner that comes across so that is them promoting your listings maybe not your listings specifically but they are driving traffic to their plat platform right which is fantastic they get more customers during Prime day than any other time of the year that was proven last year the problem is is your listing relevant for the customer and that's why car and I opened up the way that we did customers are typically looking for deals and discounts that's what prime day is known for so yes you can sit back and not do anything and probably still get some increase in traffic I think we see like 5 to 10% increase in traffic if you don't run a dealer discount just from the nature of people clicking around and being in your category but customers are going to be less likely to purchase at the end of the day almost across the board customers are looking for some deal or some discount or some offer that's better than the rest of the category on Prime day so we typically recommend running some type of voucher or some type of promotion just to get visibility to your listing because if you don't your competitors will and they're going to be more likely to get sales than you yeah I always say put yourself in the in the shoes of the customer I mean I buy stuff on Amazon right and I'm also thinking hey I want to save money I I should get this on Prime day if there's no discount so it's the same I mean just put yourself in the shoes of somebody who's browsing and I think it helps to kind of make it more clear um all right when I start new campaigns it takes a day or two to start showing Impressions is this normal should I start Prime Bay campaigns a couple days before Prime day because of this yeah I would say it's pretty normal um there is I hate the term hack but there's like a quick tip to winning more Impressions and that is just to bid the absolute highest the moment you launch your campaign and when I say hi I mean like $20 bids um when you do that Amazon will pretty much immediately recognize that you're number one in the auction for that keyword and they're going to start serving you Impressions relatively quick and then when those customers start clicking and buying it's going to send a strong signal to Amazon that that keyword is relevant because they have the data to prove it right and then you can pull back and start lowering your bids to a level of profitability and you'll still be okay because you got to think how does Amazon know that your product should be showing up for a keyword clicks and conversions right customers start clicking the more clicks and conversions you get up front the more relevant you're going to be and you're going to be able to kind of win those Impressions quicker if you don't do that and you have a 17 Cent bid Amazon's going to be like H we'll show it up occasionally and then they're only going to get one or two clicks after a week and they're gonna be like I don't know if this is relevant I don't have the data I put like Aster on that because everyone can kind of misconstrue that and go set a $30 bid and then be very unhappy with us when they go Hemorrhage $500 but if you understand how an algorithm works it just needs to collect data so if that's the case I would go ahead and start your Prime day campaigns 100% beforehand and go slow and steady or if you needed to wait until the last minute just set your bids pretty high and you can sometimes override that waiting period all right next question is I read that it's a it's good to create campaigns with five keywords each but this result the results I'm having great question too sorry this results in having too many campaigns making it difficult to keep everything organized do you consider this Carrie and I are working on a document to help assist with this very question the reason it's recommended to do limited keywords in a campaign is because of your budget if you have a $10 budget and 10 keywords you do not have enough budget to collect data on those keywords it's too many keywords if you have a $10,000 Budget on a campaign you have enough budget to collect data on however many keywords you want so I would 100% recommend this strategy if you figure out organization organization in is so much so important and this strategy right here allows you to allocate your budget in a way that's profitable so if you have one campaign with five keywords at a 20% acos one ke campaign with five keywords at a 50% acos too many too many things going on here you can increase your budget on the campaign that's profitable and decrease your budget on the campaign that's not profitable that is why this is recommended because it allows you to take your budget and move it around in a fashion that's really organized and again because most people don't set a high enough budget to collect data so what happens is they'll have a 100 keywords in a campaign and a $10 budget and they'll be like only one of my keywords is getting Impressions I'm like yeah because you don't have enough budget to afford the 99 other keywords so I say that so that way you can figure out if you have a high enough budget yes you can do more keywords you're going to be a little bit you're gonna have less control but the better thing to do is to figure out a really good naming convention so we always do as we do our keyword research and then we'll do one 1.0 2.0 3.0 4.0 5.0 something along those lines so that way we can segment out in batches and still keep a really good structure I will say we revamped our PPC I think it's been like a year and a half or two years now and we had a we had all of our keywords in just like big campaigns with you know just tons and tons of keywords we moved our keywords over to either you know some with five and then some with just one on our main keywords yeah and we saw 65% increase in sales that first month so 100 you have budget for each keyword so all of those keywords that are important are now like oh I get my own $5 to start collecting data on yeah so and we're still able to you know maintain a 10% tacos and so I mean it it's really really a a great strategy and if you're not doing it you're definitely missing out on a lot of sales I was in shock because we had not done that so yeah 100% And honestly like if we're giving context again three four years ago cpcs were so much cheaper when it was like 10 to 30 cents you could afford to run that strategy I think that that's how we got started as well but now when cpcs are2 to three doll think about that if you have a $10 campaign budget and $3 cpcs you can only afford three clicks like that that math doesn't math yeah exactly all right what strategy would have the strongest sales impact if we have a high stock product ready to go to push price change coupon code higher bid um I would say price change and high bids so top of search um from a placement perspective is the highest converting placement on Amazon so when you layer that with the deal badging which is what happens when you decrease your price you're going to have the highest click-through rate and typically the highest conversion rate as well so when we are trying to push through inventory in this situation this is this is great setting the context of like we want to drive sales we're going to create campaigns focus on two to three or four to five of our top sales driving keywords like Carrie just mentioned a single keyword campaign and I'm typically going to put a really high bid and a top of search placement modifier because I want to win the top four placements in the sponsored ads that way every single customer who enters my category sees my deal badging and they also see that I'm at the top of the page and the top of the page gets around 80% of overall Click Share so think about that if you're not ranked in the top eight you're missing out on a lot of sales potential um the reason we also segment out into our own campaigns kind of to car's Point as well sometimes these strategies can be expensive and not profitable so I want to set them up and just put a budget cap on them I only want to spend you know a couple thousand dollars and then I'll let the rest of my budget shift to my profitability campaigns yeah I think people always they just want to make sure they're profitable right away and that's just not the way to launch on Amazon you you've got to kind of spend money to get those positions and I I get that question a lot just like you know how do I make sure that I'm not losing anybody well you're going to probably lose some money because you want you you're pushing yourself ahead and it's part of it's just part of marketing all right next um if all of your competitors are raising their bids isn't it just more expensive for everyone great question during Prime day no not typically you got to think that there are more people on the platform to diversify that competition so if everyone was only buying 10 units of ads and that was it because you got to think every customer is an advertising unit right so if there are 10 customers looking for protein and all of your competitors start increasing your bids and those 10 customers don't increase then yes the auction increases on Prime day they are a hundred customers so now you have all of those competitors bidding on a hundred different ad units which means their budget gets diluted across the board so in some categories if there's more competitors spending than there is an increase in customers you may see an increase in bids but across the board we've actually seen a decrease in cpcs during certain time frames and during lead out period because the customers on the platform make up for the increase in bids it gives you more advertising units to buy so think about like Billboards as well Billboards on a highway if everyone's trying to compete for one billboard it's going to get expensive but if that Highway put a 100 billboards it's going to be a lot less demand all right next question is do you recommend separating phrase and Broad match campaigns to have a have separate budgets um this is a fun one so I think as an agency we spend around a hundred hundred million doll a year and across that hundred million dollar in spend we see phrase and Broad match perform within like a four to five% acost of each other and the reason I shout that out is because if they're both performing the exact same then I'm going to continue to give both the same amount of budget so as long as you're appropriately optimizing bids then really they're going to perform pretty similar some people who go really broad with their broad match will see that their broad converts much much less because it's casting too wide of a net if this is the case for you and you see your broad match is quite a bit worse then I would separate them and give a lower budget in lower bids because it does not convert as well as your phrase all righty what percent of our budget should we put at the top of the page really depends on what you can afford um for the term protein it's like a 300% acos to win the top of the page even if you're converting 50% and like that's the game that people pay because you're going to get repeat purchases for certain brands it's a lot cheaper so instead of doing a category comparison of hey everyone should do 30% at their budget top of the page you should look and see how much better your conversion rate is at the top of the page if it's better then that typically means you have a really good retail ready listing and you can push more at the top of the page at the end of the day what we recommend doing is creating separate campaigns for separate placements so that way I know if I need to drive more sales in January I can put more budget in my top of search but if I need to be more profitable March because I'm about to repurchase inventory then I'm going to move my budget to spinning on product detail Pages which is typically much lower bids because it's a lot less competitive okay next question is what do you think about the prime hangover the next two weeks after Prime the last two years it really hasn't been much of a prime hangover we see Leen is terrible but lead out last year had the highest row as out of all of the time frames within Prime for us because what we saw is conversion rate stayed relatively high but a lot of people stopped bidding as much so we saw conversion rates were fantastic and Prime day is no longer 48 hour period as mention Prime day is being forced to be a whole month period because of all the other retailers that are pushing deals and discounts throughout the month oh I think you're muted Oh weird okay um okay this is part one of two question or two parts hello I sell in the UAE Marketplace and I'm noticing that my sales are really low this week also my PPC spend is down even though I have not adjusted my bids and then the question is down here sorry I have to get to the question um my question is that PPC spend is the only metric to see if traffic is overall down on Amazon or is there some other way to see if the overall traffic is down thank you advance search query performance report I I'm not 100% sure what's been rolled out to UAE versus what's not so I could be wrong here search query performance report is going to be a fantastic area because it shows you your competitor's Impressions and clicks on the keyword level so take your top five keywords and just compare them week over week see what the trend is uh insights and planning which is under advertising console is also a really great tool so open up ad console and the Le hand side you'll see a column that says insights and planning then you click brand metrics this will allow you to see the advertising and organic traffic within a subcategory uh that you can pull immediately Atomic also has the same feature rolled into their overall dashboard all right is there a percent discount that works on how to think of discounting I I'm not great with pricing psychology I think in my opinion it probably matters the most what your categor is doing um I I I'm not the right person to ask for that I apologize I mean we do we just kind of choose like I think we did 10% so we're just like okay 10% it works you know um all right let's see if we can please let me know what kind of campaigns are working for my brand on Prime Day sales my category is gouret popcorn popcorn's a fun one so when you sell popcorn if people love popcorn they're going to come back and buy more just the nature of having a consumable so when we're looking at consumable strategies we're creating campaigns that are solely for driving sales and improving organic rank we're going to create one or two campaigns targeting the flavor of popcorn we're selling usually an exact match usually top of search and we're going to give it a certain amount of budget and say we do not care what the return is we don't care what the AC cost is because we know our popcorn is so good someone will buy it and they'll come back and purchase a lot more so I think that's the biggest thing to consider is how do you show up at top of search and how do you make sure you're driving sales another big strategy for food in general or popcorn is you have flavor variations I'm going to assume so you're able to cross sell and Target every other competitor that doesn't have the flavor you have and that's a really good competitive Advantage so everything sponsored display in DSP does really well in that category okay the next one is we launched our first product two weeks ago what should we do for this Prime day any good suggestions for us thank you um pretty much everything we've discussed I think so far fits the bill for where you are at um I'm assuming you don't have a lot of reviews and ratings so I would be very cautious pushing topa search too aggressively unless you're running a major dealer discount because you're not going to have a lot of trust I would push a lot of sponsor display for all products with reviews or ratings that are much less than you and I would really focus on creative with like video and custom images to help you stand out okay any listings created within a week from Prime day consider value for valid for Prime day not actual deals or discounts right so within a week from Prime day considered so you're not going to be able to like have Amazon paid promotions but you're still going to be able to run advertising campaigns and push quite a bit of traffic in that area so I don't think that's too much of a concern let's see where are we at scrolling through some of these I've also seen in my auto Target asens of the competition what is this so you're I moved on to the next question um Auto campaigns are broken out into four categories you have close match loose match substitutes and compliments and you can toggle them on and off as needed pretty much what's what that means is close match is going to Target keywords that are really really similar to your product loose match is going to get a lot more broad it's going to be similar to category targeting substitutes is where we're getting primarily into as and targeting what products can I Target that are a substitute for my product a compliments is what is a product that can be purchased that is a compliment to my product so it's very normal with Auto campaigns to see asens being pulled what you need to do is you need to take that search report pull all those asens and then everyone that's performing incredibly well put to a sponsor product product targeting sponsor brand product targeting and sponsor display product targeting campaign all right next one is I've also seen in my auto Target oh yeah got one yes the one after yeah sorry if you don't run out of budget is that an issue not really I would say It's relatively a good thing um it means that you're covering the majority of traffic in the category if you're really curious to see how much more traffic you could win if your bids were maybe higher then you can pull your impression share report which will tell you whether or not you're winning the 90% of Impressions that are coming through for any one keyword right what percent of sales should you spend on advertising in general I would say it depends on your organic rank um a healthy account with established organic presence we typically see anything less than 50 is healthy if more than 50% of your sales are coming from ads that typically means your organic presence is not fantastic and the only reason you're getting seen is through your top of search ads or you're cannibalizing if you are ranked in the top four by still pushing ads too aggressively okay how do you calculate a good budget for a campaign really depending on what you can afford but just do some quick math we don't recommend making a bid decision unless you have at least 10 clicks nowadays that's more like 20 clicks so if you have 10 keywords in a campaign you know you need to get 20 clicks that's 20000 clicks you need to be able to afford if you know your CPC is $2 200 clicks times $2 means that you need to have a $400 budget in order to collect data to optimize a campaign so again a lot of people aren't gonna be able to afford the max budget so kind of just stay within your realm of profitability but think in terms of that when it comes to whether or not you can afford all of the keywords you're bidding on all right I'm ranking organically for five out of six keywords in the top five should I run ads on them to try to get the badges sometimes um when you're already ranked that high it really comes down to are you now also converting better than the top four for example I I call that out because let's say your price Point's just two to three times higher than the top four you're probably not going to be able to push up into the top four unless you spend a ton of money because you're just too expensive your conversion ratees inherently going to be lower um we still recommend running ads for sure because when you're in the five and six range you're typically below that sponsored ad Carousel or the video so you're still scrolling quite a bit especially on mobile but we'll pull back a little bit in order to not cannibalize our sales all right this is a really good question what is the optimal strategy using prime Day sales traffic for discounted or clearance items really just pushing through inventory I think is what it typically comes down to for us we we focus on really good expansive keyword research to make sure we're profitability driving through um sales sponsor display is pretty good because typically if they're getting clearanced items that's what customers are looking for so anytime you can show up on your competitor's page with a steep discount it does really well okay any campaign strategy for product launches with no or few reviews really focus on Creative I know we kind of touched on this a little bit earlier but it can be hard when you have no reviews and also note discount not that I'm saying you don't have a discount I don't know that but you're being compared to every other product on the shelf that has really great deals and discounts and great reviews so if you can run sponsor Brands video to convince a customer to buy even though you don't have great reviews that's going to do really well if you can run a sponsor brand headline search ad that showcases an amazing lifestyle image that buys the trust that you don't have with reviews that will also do really well all right and mayard says awesome thanks for the Insight we are like firing through questions like try to get water in me oh you can take some water um we're we're probably only going to take a few more because uh yeah you only have enough you can or a certain amount of time you can actually speak straight so I'm gonna just take a few more questions on this um and uh we'll go from there so let's go to the next one here though most of my competitors don't use ads they are shipping direct from factories in China and using extremely low unprofitable prices to drive high sales volume should I pause ads during this period given the high costs per click and inability to compete at a price level two things one if your competitors aren't running ads your CPC should not be that high and then two I I say this almost all the time the they're they're cutting Corners right if they're selling that low price they do not have the margin you set it yourself to invest in building a brand that is your competive of Advantage you have the opportunity to run your higher price point have higher margin and reinvest in building the best sponsor Brands video possible the best listing you have margin to work with influencers that are going to build trust with your audience and that's going to increase your conversion rate so something I always see is like people will come to me with this exact problem and I'll look at their listings I'm like your listing looks just like theirs but your price is twice as high and they're like well I just can't afford it I'm like you have to come up with a way to afford it because everyone it can always undercut price there's always going to be a manufacturer undercutting your price it does not matter what industry are and you cannot prevent that so would you rather try to compete in price when you know you can't or instead invest and improving the quality of your listing as a customer I love a good deal but there's a reason I don't buy from Sheen half the time because the quality is crap so I preer I prefer to go to a site that I know is trustworthy and I can see that the imagery is fit to my body style and they have all these other aspects like that is your job when you're building an amazing Amazon Lessing and competing against those people it's not always about price like trust me I'm the customer that's like I will pay quite a bit more if something looks a lot more trustworthy online yeah same I definitely like to invest um because I I don't like to have to throw stuff away and then buy another one it's a waste of money and then you end up paying probably the same amount for the same thing away yeah so and it's better for the environment to just have one yes um okay let's do one more question see do you recommend to use the same keyword on phrase Broad and exact campaigns we do as as an agency we do um almost across the board because they are going to drive very different results almost across the board your broaden phrase are going to allow you to run Evergreen keyword research that you can then continuously use to reinvest and harvest into your exact match campaigns all right I know there's there's a lot more questions here but um we're ring through yeah we we've run out of time so thank you everyone for for asking all the questions and for all of your participation today I was gonna say if I I'm gonna look at my schedule and maybe regret this but if I did miss any important questions and anyone wants to drop them in the groups because I know I think we usually post these webinar recordings and like engage in the comments I'll try to get through them in the next like two to three days and just respond with a loom video or a typed out response awesome not saying I'll be able to get through all of them because I think we have like 60 more over here but I will definitely try to work my way through any other questions we can get yeah there's a ton so thank you so much for joining us Destiny and just giving this valuable information I know PPC is one of the hardest topics for people so it's really really helpful to have an expert in here you know just answering all these questions and so thoroughly so thank you so much and we hope to see you all again on the next webinar that we do with with Destiny bye everyone amazing thank you