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…And I want to thank each and every one of you for doing that. I love hearing your voice, I love knowing who I'm connecting with on a personal level, I just love it so keep them coming.
You guys know that I love every part of answering these because I get to connect with you so keep them coming. If you want to submit your question head to theamazingseller.com/ask and you can do that, you can ask a question there. One little thing I want to mention. If you are leaving a question, please leave your first name, where you're tuning in from and a brief question. This will allow me to address you personally, which I want to do by the way and then answer that question. So definitely make sure that you include that.
One other thing I want to mention here before we jump into today's first question is the show notes. If you guys want to listen or I’m sorry if you want to read instead of listen or both or maybe just want to download the transcripts, whatever you want to do, they can be found over at theamazingseller.com/313 for this episode. Now one more thing before we dive into today’s first question is I wanted to give you, I've been trying to give you guys something that I have been thinking about for that week or maybe a thought or a word or a phrase and this week what I really want you to think about because it's something that I'm really thinking about and that is staying in the flow.
[00:02:00] Scott: So what does that mean? Well it means that you have to get started on something, before you can actually get moving. So we have to get started, we have to commit to something, that's another big one, it's scary sometimes. We don't want to commit to something because then we're going to actually have to do the work. But then once you do that, you're going to start seeing results. And once you start seeing results, that's going to motivate you to keep going and at the end of the day we need to keep going even if things aren't working out as planned we have to know that if we put in the work, we put in the time, we're going to learn from things, we're going to be able to keep moving. Now the reason why I'm thinking about this really right now personally is January 3rd, I started this is 2017, I started back up in a program to really keep myself going fitness wise.
Now some of you may or may not know but probably going back two and a half, three years probably even a little bit longer, I was in pretty good shape almost bodybuilder state where I was doing okay but I was a little overboard on that too. I was really, really dialed in but also I was kind of annoying some people around me because I was always like, “Is there three and a half ounces of chicken in there or is there six ounces? I need to know.” Like I was really, really that dialed in and I think that's a little extreme but I also seeing that I was like locked in.
But then for some reason I got off of the track and I couldn't really get back on the track. Now I'm not like this guy that's so far out of whack but I'm definitely nowhere as near where I was then. And I want to get kind of back there but not all the way, I just want to be in better shape. I want to have a little bit of a better physique. I'm 44, I'm not getting any younger, I want to be healthier on the inside, like all of that stuff. So I had to commit myself and I didn't really know if I wanted to commit to a program because I didn't want to commit. I didn't want to have to check in almost like a job.
[00:03:59] Scott: I didn't want to check into that job every single day or every single week. So it was a thing I was battling internally. I was like, “I can do it myself. I'll just work out at the gym four to four days and I'll be good.” But what I decided to do is go back to my roots in a sense and kind of go back to what got me results in the past. We can always usually look back at our results and see somewhere, where and how did this all kind of happen. If we look at our story, again going back to episode 300 where I kind of give you my entire story. Everything happened for a reason but it also it aligned me to the next thing.
But I also seen that when I was successful in one area it was because I really focused on that one thing and I was constantly doing that one thing. Same thing goes with exercise, business, it doesn't matter. So just to kind of give you guys a little bit of an update, I'm 15 days into this program called T25. It's by Beach Body, I'm a big Beach Body believer, they have great products. We have on demand now, where we can just watch any of the programs that we want. but I'm dialed in, I've got my calendar up on my little white board here, I'm checking off the days, which is another powerful thing as you go through something you check it off, whether that's your, again, your business plan.
If you have an hour a day that you want to work on something and you have a calendar that has that spot already marked out for you but it's open boxed and then you check that box off, feels kind of good. So definitely, definitely do that. So staying in the flow for me, like right now? My diet's been locked in. I mean not crazy, I'm not eating like the snack mixes and the Doritos and all of that stuff, which I love salty, snacky food, that's one of my downfalls. Not that much into sugary stuff, I'll eat it but for me it's the eight o'clock you're watching Gold Rush and your hand is or your arm is elbow deep in that bag of snack mix. I don't know if you guys can relate. If you can relate you know where I’m coming from, there's nothing like it.
[00:06:00] Scott: And then the next day you feel all guilty because you ate half the bag or all the bag and some, well I have eaten whole bags of snack mix. I will go out there and let everyone know that. I love snack mix. But anyway, staying in the flow. By staying in the flow, that means you're locked in, you've got days that you've been successful as far as like getting from one day to the other. That's part of being successful too. It's getting from one day to the other and then feeling good about that. Not wanting to lose what you already got, what you've already gained? That's powerful. It's really, really powerful. So put it up on a white board or put it in a piece of paper, stick it to your computer for this week, ‘stay in the flow’.
But in order to stay in the flow you got to get in the flow and to do that you have to get started, you have to commit to something and then from there you can measure the results. All right, that was very long. I didn't mean for it to go that long but I just wanted you guys to know that it's really, really powerful and something I'm experiencing right now in my health side of things but it's still, it applies to business and I, again, I have check lists and I have different target dates that I want to do this and that and everything is kind of outlined. Again you can always change it but I do like to have a map and a plan so you can execute and get to that point. All right, so let's move on.
Let's jump into today's first question, and I'm going to do my best to give you my answer, my opinion, I'm going to try and help you guys. So go ahead and seat back relax and let's go ahead and listen to today's first question. What do you say? Let’s do it.
[00:07:36] Mark: Hey Scott, this is Mark Thompson from the UK. First of all, massive thank you for all that you do. Actually I found you just as I was about to pay a couple of thousand pounds for a course. Actually you saved me that, so definitely I owe you that cup of coffee. Now my question is about images on a listing? Now let's say I'm looking at somebody's garlic press and it comes in grey, pink, blue and purple, when I look underneath the price just above the size dropdown, there's little squares that has the color.
Now these little squares, these images aren't in the listing and I’d like to use those squares just to show the color of my garlic press but I can't quite work out how to add those garlic images with the colors. For me the only thing I can get to show up is the image itself. I hope that makes sense. Maybe I’ll follow up with an email as well just to include some pictures but anyway thanks again for all you do. Hoping to hear you on a podcast soon with my question. That would be great. Anyway thanks a lot man, cheers.
[00:08:50] Scott: Hey Mark, thank you so much for the question and it's a good one and I'm not sure I’ve even answered this. I've talked a little bit about variations in the past but I think this will be a good one. Because it is pretty powerful to be able to have those little thumbnails below your price so this way here you give people those different options. For anyone listening right now, what Mark is talking about is if you’ve ever went to a listing and you see down below, you'll see different colors in these little thumbnails below the price and what this will do is it'll allow you to see each one. Now if you do a size, it won't show up like that. A size generally will be like a drop down menu. So if you wanted to select a size you would just click on that. You would not get the benefit of having those thumbnails down below.
Now if you had something that could be bundled, you could have that down below. Now what you'd have to do is, in a variation, you have to tell it what it is. In this case you could just put color, and if that color is different but really it's not the color that you're selling, it's the package or the bundle you could just classify it as a color. That's how you can kind of get around that. But what I've done is I've taken four different SKUs and variations of the main product and then from there once you add that as four different color options and also…
Again, they’re going to be different prices, in most cases but not always. If it is truly colors and then that's what it's going to be. It's going to be like color red, blue, yellow, green. It's going to show those. But what's nice about having prices is if you have a price that's like $9.97 cents but is like kind of your way to get people to see that it could sell for $9.97 but then you have a bundle that sells for $ 29.97 that could lead people into the listing and then help them see down below that that there's better options and you get more for that bundle or whatever.
[00:10:55] Scott: So hopefully that makes sense. But the part that you're asking about is how do you get that to populate? You're going to need the different variations under the parent. So the parent image isn't necessarily going to be the main, main image. It's going to be each variation. So those thumbnails will be the main image of the variation. So it's important that your variation image is the image that you want to display in that thumbnail. That’s how it will work. And then your price will be included in that across the bottom so this way here people can see that this one here is $9.97 and then the blue one is $13.97 and then red one is $15.97 and so on.
So that's how you'll get those different thumbnails to show up as different colors, oh I'm sorry, as actually displaying them versus it just being like a dropdown. Because like I said, in a dropdown they have to actually click in but if they go to your listing and they see that there's four different options there down below that's actually better in my opinion. So, that's how you would do that, Mark. Again, you have to set that up as a variation so you're main listing would have to be again the parent but then you're going to have the variations underneath that.
The variations are going to have their own set of criteria, their images, it's going to have their title, it's going to have their keywords, it's going to have all that stuff. That's why we've talked about before, when you first set up your listing even if you don't think you’re going to have a variation, set it up as a variation even if you only have one SKU because then you can easily add variations down the line. So hopefully this has been helpful to you Mark and to anyone else that's thinking about this but it's definitely a great strategy for when you have multiple SKUs under one parent item so this way here you can display that thumbnail. So let's go ahead and listen to the next question and I'll give you my answer.
[00:12:49] Ryan: Hey Scott, this is Ryan. I had a question in regards to PPC and how we know if we're making money on each sale and what the ACOS should be? And how we can calculate that and know when we're still making a profit depending on what percentage it is. Thank you and have a good day.
[00:13:20] Scott: Hey Ryan, thank you so much for the question. Thanks so much for being a listener too by the way. I appreciate it. Okay, I'm going to try to answer your question. If anyone is not familiar with Amazon PPC, pay-per-click, I would have you listen to episode 119. I'll probably be doing an updated one as well but this one here is still relevant. It's going to explain exactly how you would set up like a quick start, I called it quick start campaign, kind of like when you can start mining for the data and stuff like that. So anyone that's wondering, that's new, about the Amazon pay-per-click and sponsored ads, that's the episode I would definitely go to as of right now.
But to answer your question, is and what I believe your question is, is ” How do I know what my profit will be or how do I know I'm still profitable running a campaign. Like what's my ACOS, like what is that?” A good rule of thumb is, and again it's going to depend on what you paid for your, like what your margin is. So if you're 39% margin, well then a 39% ACOS would probably be okay or a 38% let’s call it, because you want to be a little bit under. It's almost like that's your break even but again it's going to depend. The other thing that's going to depend on this a lot to me is we're looking at the surface level of that keyword.
So if we're going after stainless steel garlic press and let's say that we hit our 38% ACOS and we're like okay, cool, we're profitable, oh we're not profitable, we're breakeven, that's cool. But what we don't know and again you can kind of look at your data on the back end or on your search term report and stuff and you can start to kind of see how many sales came from pay-per-click and how many sales came from organic without pay-per-click and you can kind of see that but it would be hard to see what keyword converted organically and I know some people have some hacks out there on how to do this. But here's the deal.
If you're spending the money on the keyword and you're ranking for that keyword now, there could be I guess some evidence there that that could be because you're bidding on the keyword and you're getting sales through that keyword. So what I'm trying to say is even though you might not be profitable on the pay-per-click on the backend in your reporting, if you're making sales organically then that is profit. So you'd have to merge those two together to get an exact thing. My rule always is in the beginning I'm going to go as much as 100% because I just want to get sales. I just want to get sales, I want to get the data but that's not forever. Then we have to start dialing it in. We have to say like what's our magic number? Well, we might want to say, well, let's just go now to a breakeven point and run it there and see how that does.
[00:16:19] Scott: If we can keep that ACOS to be 35% to 39% and I'm break even, almost profitable but I'm starting to rank for that keyword then I may want to still push that. Then from there I can start to kind of say, “Well, it’s not worth even break even on this one because it's not helping me rank.” You’ve got to kind of look at that stuff. But then the other side of things is, let’s say that you are just breaking even on that keyword but it's bringing you sales. The other thing that a lot of people don't mention is that sale if you have an auto responder or a Salesbacker campaign hooked up to that, you're also sending those people through to potentially give you a review or feedback which can then help your account and your listing.
That's another part of just getting the sale. A lot of people just want to look at okay, “I spent this, I made this.” I get it but at the end of the day you've got to look, is everything profitable? Is the account profitable? And if you're spending way too much, if you're like 60%,70% or 100% ACOS, then yes. Then we've got to look into that, we've got to see what keywords are making that ACOS go up and which ones are actually… A lot of times and this is another mistake most people do, is that they'll set up an account with a hundred keywords in it and then they'll look at the overall top level view of the campaign and in that campaign it will say that you're 60% ACOS but if they expand inside of there to see all the a hundred keywords, you're also going to see that there might be two or three of them that might be 4% ACOS but there's one that's a 100% ACOS and there's another that's 75% ACOS.
So what do you do in that case? Well you can either pause those campaigns or you can just lower the bid so you are only got to pay five cents a click if you even get any clicks. So you see what I'm saying? We just went ahead and we just kind of tweaked and kind of pruned that campaign and then we would let that run on another week or two and then we'd see if that ACOS has improved now overall amongst all of those keywords.
[00:18:27] Scott: Again we can go on a whole another hour here talking about pay-per-click which we may do here in a future episode and I probably should get that on the calendar because I know that's a big topic and a lot of people struggle with that. But really in the beginning it's keeping it simple and then understanding your margin I think is another key thing but then also thinking are you in the launch phase? If you're in the launch phase your budget will be a little bit higher, your ACOS can be higher and then you also got to be thinking about the sales you do get as a potential reviewer or feedback because you have those people that are being messaged through your autoresponder, through Salesbacker if you're using that. I know that was long winded, hopefully that helped. Let's go ahead and listen to the next question and I'll give you my answer.
[00:19:12] Mike: Hey Scott, this is Mike. I'm calling from New Jersey, I just wanted to say thanks for all the great information. My question is I'm looking at a potential product and everything checks out so far, the sales, the reviews and the camelcamelcamel validation and my question is, when I actually click on the product page I notice that right now they are having a limited time special product promotion going on and I was wondering if that should be an automatic red flag? Should I immediately turn away? I just wanted to know where your thoughts on that one were as far as deciding if it would still be a good product for choosing as a first product. Thanks again Scott, take care, bye bye.
[00:19:59] Scott: Hey Mike from New Jersey, what's up man? Thank you so much for the question. Kind of feel like we were neighbors in past years. I was from New York, you are from New Jersey, I've been to Jersey, so yeah, glad to be neighbors I guess or past neighbors. Anyway, thank you so much for being a listener and the question, I appreciate it and I'm going to tell anyone right now that's listening, that is saying like, “What's he talking about he went through the validation to the camelcamelcamel? What is he talking, camel, camel, camel? What are you talking about?” Episode 189 will break that all down for you. And really what it is, it’s a process that I go through and I teach this to where you are going to not just look at the surface numbers. Meaning that you’re not just going to go through maybe Jungle Scout or Amasuite, whatever you're using.
You're not just going to use the tool and rely on that, you're going to then go over to a site called camelcamelcamel.com which will allow you to see the history of that listing and that item. You'll be able to see the pricing, you'll be able to see the BSR, the Best Seller Rank over the course of time, you'll be able to see how long they've been selling then from there we're going to go over the Google trends, we’re going to see if it's a trending type of thing or if it's maybe something that's seasonal, like we’re going to be able to cross check all of these different things. I do a video walkthrough showing that in episode 189, so theamazingseller.com/189 you can find that there.
Definitely go check that out if you're in the product research stage because I feel that that's a big thing that most people, they just don't take it a step further. And that there can, it can help to make you feel a little bit more confident about that product that you're picking cause a lot of people are like, “I don't want to pick a dud.” Well, do a little bit more digging and a little bit more history on that product and then that can prevent that from happening. Now you bring up a great point. Number one, you said that you're looking at this one product, this one listing and the numbers all check out.
[00:22:00] Scott: You ran it through those different filters that we talk about and that kind of like that validation period and it looked like it was good. Then you also notice that once you go to the page that they are running a limited time promo. So yes, boom red flag. That's going to be a red flag to me but what would you do next? Well the next thing that I would do is I would want to see my competitors. There's got to be other people selling a similar product, I'm not going to bank my decision on one seller, I need to see that there's depth in demand with other sellers. So is there other sellers that are doing even half the sales of that first one? Because the BSR and the sales per month and all that stuff, if this company and business like you said, I think you said that they are not that old either.
So a lot of those sales are probably promotions. Yes the thing lists for $25 but they are selling it for $15 so their sales are up naturally. So that's where you can kind of get led down the wrong road. So then I would want validate against another listing or another seller and try to validate it through them. So you might want to use two or three different sellers to validate that there's history, that there's depth, that there's demand. You want to look and see that they've been selling for longer than a month and a half, that they're not fluctuating their price up and down like $9.95, $20, $9.95, $20.
You want to look at that stuff and by going to the free tool camelcamelcamel.com you can check that stuff out. Google trends again and then just again looking at the data inside of whatever tool you're using. So you want to cross reference all of those. So I would say episode 189 for anyone that is thinking to themselves, “I think I found It.” But you haven't run it through this yet? You definitely want to run it through that. And I would say to you Mike, go try to find a couple other sellers that are selling the similar product so you can validate them not just that one product.
[00:24:04] Scott: That to me would be a giant red flag. If I was banking everything on them and then you go and you launch and you're like, “Okay cool I’m going to sell this thing for $24.95,” but then you find out that that other person, they sold a bunch of them for $14.95 and really the market is only going to pay $14.95. Now you're kind of out of luck there. So I would definitely, definitely say try to find a couple of other sellers that can validate those sales and the price that you can sell it for. All right so definitely go check out that out guys, episode 189. I'll put it in show notes to this episode which is episode 313. So theamazingseller.com/313. All right guys, I think I’ve got time for one more quick question and then we'll wrap this thing up, we’ll let you guys get off and go do your thing. Go out there and take some action. So let's go ahead and listen to today's last question and I'll give you my answer.
[00:24:57] Jen: Hey Scott, love your site. I had a question regarding reviewers. People often have been contacting me on Amazon regarding reviewing a product but placing it on their own blog. I'm wondering if I can communicate with them via Amazon or that's outside the TOS in terms of marketing outside of the Amazon. Thanks.
[00:25:15] Scott: Hey Jen, thank you so much for the question and you may be asking, “How did I know your name?” Well because you left it in the email so you forgot to add it in your message which was only 19 seconds long, I think that might have been one of the shortest questions that I’ve received so far. But it's awesome because I know exactly what you need, so perfect. You just forgot your name. So anyway, Jen, thank you so much for the question, thank you so much for being a listener and yes this is a great question. If you have people that are reaching out to you and they like your product and it's on Amazon, if they message you through Amazon, I would be very, very careful of mentioning anything of them reviewing your product or reviewing your product outside of Amazon.
I would not go down that road. So if that's happening, I would stay away from it. That's me. That would be my down and dirty advice. Like that's it, don't do it. Now with that being said, there may be a way that you can let them know to contact you another way. So this way here you don't have any record going through the Amazon email notification like messaging system. You don't want to do that. That's where I would not want to have that done. Now I'm not really quite sure how you can do that but that would be the only way that I would do that. Now I'm not really sure that it's worth one or two people reaching out to you asking to review your product on a blog.
I don't know if that's going to really benefit you for the risk of actually doing that through Amazon’s messaging system. I personally don't think that getting a couple of reviews outside of there… If you want to do that , if you just want to get some reviews on other people's blogs I would just go to Thompson and I would go down that route and I would make sure too that the Thompson people didn't even have to leave their review on Amazon. I wouldn’t do that. I would just be like, “I want to go out and get some outside reviewers and I want those people to just review it on their blog and that's it,” and just point their link to your Amazon listing.
[00:27:22] Scott: That's fine they wouldn't even write the review on Amazon. Some people might be thinking, “Well Scott, why in the heck would you even want that?” Well if you find someone that is a “legitimate blogger” that has a following and they mention your product in a review and then they point a link over to your listing that could drive external traffic on your listing which could be a good thing. And if they give you an honest review on that, obviously if they are reaching out to you they love the product and they want to review it, that's great.
Another strategy would just be to reach out to YouTubers and say to YouTubers, “Hey I've got this product I was interested if you'd want to do a video review on it? I'd really love that.” Don't ask them to go leave a review on Amazon. All you'd be doing is having them point a link to your Amazon listing and then just leaving a video review in that there in turn would bring you external traffic. Now if that YouTuber is at all experienced which if they have a pretty large following they probably are, they probably have an Amazon associates account which is an affiliate for Amazon. If they get sales through their link that they would provide they could actually make 6%, 7%, 8% commission on pushing your product or letting people know about your products.
So that's another way you can actually incentivize them to want to do it. Because then they can push people over from their YouTube or their Instagram or whatever and they can also make 7% or 8% or 9% , I don't think it's as much as 9%, I think 8% is the most. I'm not quite sure on the affiliate program for Amazon but yeah you could totally do that. So it's another option. But I would definitely, definitely, definitely, one more definitely, definitely not communicate through Amazon’s messaging system about them leaving a review or a review outside of Amazon and then people could buy it outside there. It just would not do it. It would not even be worth it to me.
[00:29:17] Scott: So hopefully I got my point across. I would not do it. But anyway thank you so much for the question, hopefully that helped you or anyone out there that's having this happen or maybe thinking about doing something like that. Definitely be careful on that.
All right guys, so this was a packed episode. There was a lot of great questions in here and I really feel like we started this thing off with a bang. And what was that? Well, stay in the flow. I'm in the flow right now with this episode. So let's close this thing down. I want you guys to get in the flow. If you're not in the flow get in the flow and that means get started, commit to something and then work towards those results. But stay in the flow. Guys if you want to ask a question head over to theamazingseller.com/ask you guys know I love hearing from you, if you want to get the show notes, the transcripts all that stuff that we talked about head over to theamazingseller.com/313 and episode 189, I'll have it linked up there too cause I think that's a big one for you guys that are in product research and yeah that's pretty much going to wrap it up.
So guys have an awesome amazing day and remember, I’m here for you and I believe in you and I am rooting for you but you have to, you have to come on say it with me, say it loud, say it proud, “Take action!” Have an awesome amazing day, night, weekend whatever it is for you and I’ll see you guys right back her on the next episode.
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