On today’s Lunch with Norm we have CEO of Profit Whales, Vitalii Khyzhniak. We’ll be discussing how Amazon sellers are turning into Amazon Brands, and how you can adapt your Amazon PPC campaigns. Find out what the “Brand Matrix” is, how to create it, and how different ads will be according to this update. As an Amazon advertising and marketing expert, Vitalii helps accelerate sales growth using ON & OFF Amazon traffic. Trusted Amazon Advertising partner. He’s passionate about increasing profits for 7-9 figure brands selling on Amazon, helping them with building strong brands beyond the marketplace, finding the best CPA, and conversion.
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Episode: 221
Title: Norman Farrar Introduces Vitalii Khyzniak, Chief Executive Officer at Profit Whales
Subtitle: “Amazon Ads strategy 2022: How to Get the Most of Every Ad Spend Dollar”
Final Show Link: https://www.youtube.com/watch?v=88KdsnlCsgE
Chief Executive Officer at Profit Whales Vitalii Khyzhniak joined today’s show to discuss how to adapt Amazon PPC campaigns. Learn how to create your product into a high quality Amazon brand. Vitalii is an Amazon advertising and marketing expert passionate about increasing profits for 7-9 figure brands selling on Amazon, helping them with building strong brands beyond the marketplace, finding the best CPA, and conversion..
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Norman Farrar 0:01
Hey everyone, it’s Norman Farrar, aka the beard guy here and welcome to another lunch with Norm the Amazon FBA and ecommerce podcast.
Norman Farrar 0:22
All right, I think Kelsey is a little slow on the trigger today. I almost went into an awkward stage or fetal position stage, but he got to the music. Alright, today’s show is going to be pretty good. Like I mentioned on Wednesday, we’re going to be talking about some very cool Amazon ads strategies for 2022 and how to get the most out of every dollar you spend on PPC. Our guest today is the CEO of profit whales. He is an advertising and marketing expert obsessed with increasing profits. With increasing profits for seven and nine figure brands on Amazon. He’s also a speaker at many ecommerce events and conferences, where he shares practical advice on Amazon advertising marketing strategies. Our guest today is Vitalii Khyzniak,so I can’t wait to talk to him. But first, let’s get a quick word from our sponsor. I wanted to give a quick shout out and say thank you to global wired advisors for sponsoring this episode of lunch with Norm. Global wired advisors is a leading digital investment bank focused on optimizing the business sales process. For more information, please call Chris Shuffling and his team over at globalwiredadvisors.com. There we go. Alright now Kelsey, where the heck are ya, Squire?
Kelsey 1:47
Alright, hello, everyone. Welcome. Welcome to the show. Happy Friday. How’s everyone doing? Welcome, Simon. Happy Friday, weirdos. Yes, that’s right. It’s good to see everyone. Does anyone have any plans? Let us know in the comments. Also smash those like buttons, give us those thumbs up. I did realize that we are having some issues connecting to the Facebook group right now. But I’m working on it. We’re gonna see if we can refresh it and get that going. But you should still be able to watch it on the Facebook page and YouTube and LinkedIn. So I think we’ll be good. But uh, Alright, how’s everyone doing? If you’re new to the show, we go live every Monday, Wednesday, Friday at 12pm. Eastern Time, on time, not usually on time, usually at least four minutes late. So specialty. But when you come on, you can ask your questions in the comments. We do kind of posts like a q&a session with our guests afterwards, with the second half of the podcast. So if you have any questions about Amazon ads, going into 2020 to get your questions in the earlier the better. When it gets to the end, there might be times when you have to leave. So get those questions in if you have them. And yeah, it should be good to go. So Freddie Mercury. Yes, this is day 19 For the mustache for Movember. So I think I’ll take Freddie Mercury, I’ll take that.
Norman Farrar 3:15
I was gonna say Ron, Jeremy, but okay. Alright. So if you have any questions, throw them over into the comment section. And we’ll try to get to them. Other than that, sit back, relax, grab a cup of coffee and enjoy the episode welcome Vitaly.
Vitalii Khyzniak 3:34
Hello Norman. Nice to meet you. Nice to meet you Kelsey. Yeah, thank you for reminding me.
Norman Farrar 3:39
problem at all. So for those of us who may not know you can you just give a just a brief bio who you are what you do?
Vitalii Khyzniak 3:46
Yeah, then I guess you have mentioned everything things above my name is Vitaly his neck. I’m the CEO as profitable sales. We are working like a full service marketing agency and I’m like excited you know to share the feedback that we got from the seven nine figures and yeah, I like spending time working with this big brands and growing our team so yeah,
Norman Farrar 4:11
well it’d be interesting you know, one of the first things I want to get to actually what do you see differently with small brands compared to the large brands that you’re working to? Different mindset different What do you see?
Vitalii Khyzniak 4:28
Yeah, you know, it’s a really good question because if you for example asked me this question one year ago, I will tell like they have a so different strategies to lounge big brands they have the the understanding was the community was the way of like how to if you have a good products right now inside your Amazon how to launch new one and get like a quick reviews and like grow and scale your brand but now I guess we have a two different generations inside the Amazon. We have The new and small Amazon sellers, who right now, on the beginning, build the brands. I mean, like on Amazon, and out of the Amazon, they came with the community, they came with their good social media, for example, or websites, you know, was some audience out of the Amazon that help them to grow in a really good way. And sometimes they could create a really good competition for big brands. And of course, like, don’t forget about the big brands, guys, because they have enough investments, enough resources to remake their stores to change their strategy to be involved in the case of different marketing budgets. I mean, so the main difference right now is that, of course, the different mindsets on how what is like your long term ideas? Yeah, what exactly you want to cover? Are you the brands only for the Amazon? Or are you the brand for the people that want to purchase your own to find you out of it? So yeah, right. Now we have two different strategies and two different approaches. And yeah, I guess right now, it’s one of the main difference in these generations of the Amazon sellers.
Norman Farrar 6:12
Yeah, for the last year, year and a half, we really noticed a difference, where Amazon is more welcoming to bigger brands, you know, eating Amazon was and it still is an area where you could go in with no brand, whatsoever, micro brand, and you you can become very successful. But I think one of the things that’s really changing right now, is the hobbyist who came on to Amazon kind of, you know, getting a bit extra money, realizes that they can really make this their business. But with that being said, they’ve got to treat it like a business.
Vitalii Khyzniak 6:53
And, you know, it’s I guess it’s also important to understand that previously, we got only the Amazon sellers. I mean, like all Amazon sellers. And right now Amazon speak to us. And like they say, Hey, guys, we don’t want to work with the Amazon sellers. We want to work with the Amazon brands, like try to build something more than just selling the specific product. Or if you have like one What about like launching an author? Or if you have a only the advertising on Amazon? Hey, guys, just use the Amazon tribution try to engage? Yeah, your audience out of the Amazon. Yeah, and like to show us that you want to build something bigger. So I guess that is a really cool things for, for us to understand and to implement during the next year. So a lot of people start for example, thinking about the you know, the brand book for them, because it’s like, it’s that could be weird, but come on, it’s sometimes complicated. When people see you on Amazon, check your website, check your YouTube or Instagram and social media, and they see like different brands, and it’s like, Is it is it true? Is it okay? Should they still follow them or bind them? Like you should provide a trust not only on Amazon, yeah, would help through us. But also and out of the Amazon was all the creatives and visuals. So, yeah,
Norman Farrar 8:14
there we preach that a lot consistency, you know, with brand, you’ve got to be consistent right across the board. So how do you when you see a brand, when you see somebody trying to build a micro brand, okay. And you see the regular seller? How does PPC like does it affect PPC? Does it make it easier to sell? Is it less expensive? How does that affect PPC
Vitalii Khyzniak 8:41
Of course I mean like if we’re speaking for example on the big brands for them PPC could be like cheaper cheaper than for the small brands who for example, right now fighting for their position, but not all big brands using that for example, we have a such a important tool as the brand analytics, if you will check that like the conversion rates conversion share, click share, and based on these results around your markets, you should you could decide like why Amazon provided was the top positions and should you have these highest best when you fighting for this position. So you could go like go down and Amazon still will provide you with all this traffic you will not lose your sales, but on based on like the main keywords, you will be lower than your nearest competitors. And these change could be like a huge for example, you you will have a 50 cents per click or around like 75 and your competitors will be fighting for this position on the second second place and their beats will be around like $2 or at least $3. Yeah, it’s like in two three times higher than than yours. So and what we have mentioned is that now the semantic core for example, like your relevancy, your amount of keywords is one of the most powerful things that where you could influence your pricing your beats your Like profitability of your PPC campaigns. So for the small sellers, they have some of them right now they use a really good strategy is like launching a enough negatives, for example for showing Amazon where they are irrelevant and they don’t want to get this traffic on the beginning. They use the long term strategies, you know, to craft some sales where the top competitors don’t want to fight. They like say like, Hey, one sale is like nothing for me, but for them is huge right now, because they understand the unit economy during the least like 14 days, and they want to increase amount of sales. And yeah, most of the sales like the smaller brands, for example, you should need just to like move like slowly, but truly, you know, you should collect more and more relevant keywords, focusing on them Do not fight for the top positions like no need to overspend. Your main idea right now is to catch the best traffic that you could do. Try to find the traffic that you could convert and you will have a chance to compete.
Norman Farrar 11:05
Okay, one of the things I want to get to because I always forget there’s a giveaway today. What is the giveaway Vitaly?
Vitalii Khyzniak 11:16
We will, we will have a really good I guess, thing for a lot of people. In the case of the Prophet whales, yeah, we will provide a five free strategies that we will build for specific brands. We will do the deep audit for these brands and provide you with the strategy on and out of the Amazon. How to Grow all the things. Yeah,
Norman Farrar 11:37
perfect. So that’s hashtag we’ll have Kelsey tagged to people, you get an extra entry and Tony cigar. If you win, you’ve got to give it away, you’ve won too many. So anyways, just putting that out there. When we talk about brand, and I’m going back to the the building up of your micro brand. Now, there’s different trends that are happening, and one of them that I’m seeing. So bear with me, this is kind of a long winded question. But we’re looking at brand defense going into q4 Going into 2022. But brand defense and we can explain brand defense in a second. But scanning so bloody expensive. Linear eyes, his brand defense worth it still.
Vitalii Khyzniak 12:28
Yeah, it’s it’s a it’s a really good question. Because I will tell you based on what positions Yeah, because sometimes what like what is mean for us like to defend the brand. For the top players, of course that needed to be done. Because you are when you have a best seller, Tech and a lot of people will fight for this tech, and they will push you of course you should save your sales. Yes, sometimes you will overspend on them. And yeah, these things will will cost your money, but in the case of the profit, that will be okay. But when you’re the small brands, and you start getting some good friends, search terms, I guess a lot of people will not, like catch it. Yeah, some people like don’t want to add a lot of different keywords. And that could be the point. But right now, the most important thing is to collect your audience. I mean, I guess all things will start at earlier, when we have for example, a chance to build a remarketing campaigns on Amazon. Yeah, and these remarketing campaigns for micro brands, for example, that also could be a DSP campaigns where that will help you to collect a traffic and for example, to be engaged with them during some period of time. So here will be not a question like a Will somebody steal your like traffic from your listing, you will have a chance to collect your audience and then convert it Yeah. So right now I guess one of the defense strategies that you should use and implement inside your Amazon should be absolutely remarketing and remarketing on and out of the Amazon.
Norman Farrar 14:01
Okay, very good. So, just in case, there’s some listeners that don’t know about brand defense, it’s really building up the keywords that have your brand name in it. So when when you own that, and sometimes it gets expensive. You know, I’ve got, I’ve got clients where knives and pet food, it’s so bloody expensive per click, but at the same time, people aren’t seeing your competitors. So when they come to your site, they get to see you rather than your competitors. But your competitors do a good dry job of driving that up. You know, they know how valuable that space is. Do you do anything to work with PPC? Like you were talking about remarketing? Well, can you come up with a remarketing campaign that could go in conjunction with Amazon posts or Amazon live? Have you ever kind of worked those three things together? Gather
Vitalii Khyzniak 15:01
you know, exactly like together all the things we have never connected. I didn’t know why but a lot of people they sometimes they have a bad experience and it’s like difficult to catch them and it’s like to start pushing on them like how all the things will work. But we have another right now idea was the Watson things should be connected. For example, inside the profitability, we connect for some of the brands, their Amazon store, their Amazon PPC, Amazon DSP website, different socials as the Facebook, Pinterest, and Google ads. So all the things is connected. I mean, they should be connected based on the analytics, for example, because now Amazon is one of the best platform that could provide it with the amazing insights in the case of the your audience, your segments, your the people held this or anything else, we grab this statistic from the DSP. And after that we implement it on Google ads for the display network, we implement it for Facebook, for Instagram for Pinterest, because we absolutely understand for whom we are looking for. Because if this people buying an Amazon, and we use the Amazon tribution links for like, you know, the finding them Yeah, out of the Amazon, it’s it’s extremely important thing right now to use. And these things, it’s working really good. So sometimes we also added the OTT DSP and Amazon PPC, I guess it’s like, main three core things that we like, try to connect all together, and we see how important they are right now. And I guess that will be absolutely the trends are for 2022
Norman Farrar 16:41
Okay, so since you mentioned trends for 2022 Are there any other trends that you’re seeing happening right now things that sellers should be looking at going into the new year?
Vitalii Khyzniak 16:53
Yeah, of course, I think you have seen that I mean that the advent of 21st is so crazy year in the case of the Amazon updates inside the advertising they spent a lot of time working exactly with these tools these direction and I guess they will keep going on that so is one of the most important trends is like the external traffic and the Amazon tribution you should you should like catch these things because search platform for example, as the Pinterest they right now working on engaging people to their platforms was the paid ads. Yeah, for example, matter also make a lot of changes for like dividing Instagram for Business metaphor business, or like Facebook for business. Yes. So they divided that, and these platforms will start working on engaging you and you people. So now you will see how like these big companies they fighting for, like diversity. Yeah, because a lot of people spending a lot of money on Amazon. And they just want to get the the piece of this pie too. And you will see how they will start building you know, all this analytics heroine’s, you will see I have the Amazon tribution will provide us with more more data, you will see that external traffic will be more profitable for you or reasonable for you, you will see how that could influence your organic results. And yeah, I guess that will be the main, the main transfer the title 22.
Norman Farrar 18:20
Alright, so if you know if you like what you’re hearing here, and like the information that Vitaly is providing, make sure you like the program or subscribe or do whatever Kelsey, you know, the younger generation tells you to do on social media. The other thing is, if you have questions or comments like do you have horror stories about PPC? Or is there something that you want to ask Vitaly, he’s here make sure you ask them. There’s no silly questions. But they all like they’re all important. And if you don’t know something that’s happening right now, or how to handle a budget or set it up, make sure you ask because that could be a costly mistake. Okay, so let’s talk about setting up some of your advertising or your Amazon PPC campaigns going into q4 or 2022. What are you What are you doing in like now for q4? And what are you going to revise going into the new year? So what are you heavy into right now? What would you change the week after Christmas?
Vitalii Khyzniak 19:29
You know, right now for example, inside the profitable sales, we just say all our clients just to buy tickets for their vacation that will be after the q4 Because now it’s time just to sit down and to check how everything is working because unfortunately, you do not have a chance to influence the situation with your inventory. It’s like too late to do that. It’s difficult to do anything in the case of the NFL like the advertising things for the ranking because all things should be done around like the q3, you know, like, you should just finish all this stuff. So we right now like create a strategies and plans for the next year right now we’re just waiting for the all analytics that we should have. And we just so excited for the next Friday, for example, to see how the blackFriday will perform. So we just, we just yeah, we just waiting and keep keep keep eye on control in case of the main station side accounts. And by the end of for example, 20/21, we will, like decrease the beads, because we’ll see a lot of traffic. Yeah. And it’s like that could be irrelevant traffic where most of the Amazon sellers that we absolutely recommend to do after the Christmas because people will start searching but do not buy in. It’s like, we’ll be a post for a few weeks. And then they will come back around January for buying more and more. We will see like a you spike here. But what we recommend for the most Amazon sellers, it’s like to check exactly what their competitors do, what’s an IDS or what the updates they have done with their prices, coupons, creatives, and all this stuff, because now you have a chance to like create all the updates or like to find some tricks and hacks that you could implement next year. So for us like a time to think and to see how everything’s performing and to prepare your brands for the next year. So
Norman Farrar 21:29
what’s the most cost effective campaign that you’re seeing right now cost effective, maybe the best return
Vitalii Khyzniak 21:37
DSP, I guess, like the DSP campaigns, we really loved them. I mean that after the this year, we spent a lot of time with the Amazon team working on different things. And one of them was the DSP and they are really amazing in the case of how they could build a remarketing, how they could affect and grab sales from your competitors. For example, people add your competitor’s product to the cart, but did not purchase or they search for the products, not your listings, but they’re like your competitors and not purchase around like 30 days, and you have a chance to be targeted on them. They provide a really good Ross and a lot of our Amazon sellers and clients they spent around half of their budgets of the Amazon PPC that they have. It’s huge. I mean, that’s for a lot of sellers. It’s like it’s a it’s a really good budget, and we see the impact from them. Because you use the external traffic that Amazon loves. You use their tools that they could convert, they could see how everything’s working. And yeah, one of the best tools I guess right now.
Norman Farrar 22:48
For a person who’s selling on Amazon, where does DSP come into it? Like how many sales should you have? I know agencies have you know, you don’t have to have you don’t have to pay 30,000 bucks but different agencies have a different price point where abouts is that price point and how many sales would you recommend that revenue sorry, how much revenue is generated each month before you even consider DSP?
Vitalii Khyzniak 23:16
I you know, it’s a really good question because right now for example, we test DSP for launching products Yeah, it’s it that could be like what they use the DSP for launching products my I thought that on the bestseller should go there that also could be the the opportunity for you to do but you should have a really good agency or like partner who will go through the advertising for example in providing was an ABS where you could compete or very you should crap your results. Yeah, so because we don’t have any specific for example, recommendation like you should do and take a per month for these exact product and that should be a minimum for you to get started a DSP. Now, the main question for you will be a like price of this question. Yeah, because some, some agencies will just charge for the setup. Some agencies will charge also for the management. And this could be like complicated for you to get started. That could be like high points to invest. But we recommend to the DSP as the long term project, like not, not not for the one month or two months, that could be like a strategy for the next year. And if you want to invest, for example, a 2k per month, that also could be okay, for a few products, you will have a chance to launch to see you will have a really good frost on the beginning that could be around like in average around two during the first month. And then you could go up to like four six, I guess it could be so if you have a good product and you’re working on these products, was the Amazon PPC.
Norman Farrar 24:46
Okay, so if you’re a seller and you want to take care of your own PPC and you’re doing manual campaigns, can you go out or would you recommend you go out to an agency like yours or whoever and use the DSPS separately, so they can continue to have control on their account. And they only want to provide go out and use DSP through an agency.
Vitalii Khyzniak 25:11
Yeah, why not? Why not? I guess it’s like and as our tool, you know, and the main thing here is like the communication un this agency, this agency should provide you with some feedbacks insights was the good monthly report, they don’t have a really good weekly reports because if they have a delta delay inside the Amazon PPC around two weeks, and sometimes it’s like horrible you know, to to get all the things for a DSP you provide a monthly reports, but why you should be integrated, and you should have a good communication because based on these insights, you will have a chance to perform some optimization for your PPC campaigns, according to performance of your PPC campaigns and like checking very your competitors working or grabbing your sales, you will have a chance to setup your DSP campaigns much better. So it’s like, you know, two point of views, because the DEA is the agency will need some updates from your PPC side. And you will need the updates from the DSP side. So it’s like things that could be separate. Why not? If you do a really good PPC updates,
Norma Farrar 26:16
okay, great. Now I want to, I wasn’t going to go down this rabbit hole. But I think it’s important that we we talk a bit more about DSP. Some people don’t know what it is, some people know what it is, but they really don’t understand it. Why don’t we talk about it? What is DSP?
Vitalii Khyzniak 26:36
DSP is like the one of the tools of the Amazon, the name of it is demand side platform as the one of the tools that allow you to show ads on Amazon and outs of the Amazon on the Amazon partners web sites as to teach and what kind of partners are we talking about? It’s a lot of it’s a huge list of the different partners and a huge list of the websites that Amazon partners with. It’s like some it’s that something the same in the case of the Google network, maybe you know something about that. Google includes a lot of different websites that they’re like partners and allow Google to show ads. Yeah, of the people who want to start a Google ads, for example, the same picture we have was the Amazon, they’re working on that they increase a lot and working a lot with the traffic was the like engaging in in a way more and more websites here. And one of them was like 3g? Yeah, the Amazon like one of the top websites, I guess, who provide a good really good traffic and statistic here. So l Amazon Amazon DSP will allow you to launch ads on all the things and to test to find your best audience and to see how everything’s working. And of course, remarketing campaigns, as I have mentioned above,
Norman Farrar 27:49
okay, how easy is it to set up?
Vitalii Khyzniak 27:52
Now it’s easy. That’s why a lot of people didn’t want to have the most complicated questions here is like how to do that. Because Amazon not allow all people to go to the DSP. Yeah, you should have a agency who will send a request to Amazon, Amazon will check your account and then send you an approval will you allow it to do or not. And unfortunately, like in the most of the reasons, you will not have your own like accounts inside the DSP, you will not have a chance like personally access to that you will just get a report and some agencies will do all these setups and things. So that is one of the most complicated stuff right now right now.
Norman Farrar 28:31
Okay, so why don’t we cut off right now I’m just getting used to this. We’re gonna have a quick word from our sponsor. Thank you solarize for sponsoring this episode of lunch with Norm solarize is your comprehensive solution for your everyday business needs. Everything you need to grow and scale your Amazon business is just one click away. For more information, contact demon his team over at solarized calm and remember solarize is with one our and we’re back live. Okay, so we you know, we were talking a little bit earlier, not so much about DSP. But I’m kind of interested in this brand matrix. You know, how do you create a brand matrix?
Vitalii Khyzniak 29:26
Yeah, we can act I guess right now a lot of people want to know like how to do that because we have brand metrics on Amazon. We have a print metrics out of the Amazon. And we try to connect all the things all these dots into one like analytics, because brand metrics is could be a search volume around your brand keywords. It’s like it could be one of them. That could be your performance and your sales. Share inside your niche specifically like to see how good you are performing and of course your search term out of them. How people like Want to find you? What about traffic around your website? What about the engagement inside your social media, so all the things should be connected, I mean, like, you should try to follow them. And to see how you could influence here, then with the different paid ads, maybe influencers or anything else, like any any other paid activities that you could launch. So we built a report that connect different brand metrics from the different platform. And we want like to see them on one sheet. And then lower of that we try to see and field results, what activities have we launched? And what is like the performance because sometimes that is, you could see how like, the combinations of things. And you could see how the Facebook could push your Amazon things. Yeah, Amazon, Amazon, I mean, like, keywords, for example, rank some of them, or anything else. So yeah, we connect that in this way.
Norman Farrar 30:59
Okay, and and I guess it’s important for all brands, and all brands are going to be different, there’s no formula, you know, oh, do so much on this site do so much on that site, drive this much external traffic, every buddy’s product category, or niche is going to be completely different. And it really is up to every seller, if they don’t have an agency to go out and experiment and attract this, because you could be blowing off a lot of money, correct?
Vitalii Khyzniak 31:27
Yeah, yeah, exactly. It’s, it’s too complicated just to see and follow the brand metrics. I mean, you should first of all grow before checking your brand metrics, you know, you should just feel that people want to buy your products around your search terms, like your brand name search terms, that could be you know, one of the rings that will show you like, Okay, you grow enough right now people understand you, you have built a brand identity here and you you should invest there. Yeah, here will be one of the also one of the key key points right now is like the PR activities, you will start working more with some articles with some I know like newspapers or anything else for like, engage people more and more to show that you will be in this mag, you’re watching this magazine. Yeah. And that is like one of the cool things. So yeah.
Norman Farrar 32:21
Okay. And also, you mentioned growth. So in your experience, if you’re launching a product now or deep into what we’re getting its fourth quarter. What are some things that people can do or brands do if they’re launching right now?
Vitalii Khyzniak 32:41
What we do recommend right now for the some horror clients that do that, first of all, be sure that you are launching this product for some specific audience, I mean that you have done an analysis you maybe you have done some giveaways in Instagram, for example, you have like, already got some feedback from the market about your products you like before that before like launching products on Amazon is spend some time on launching that target to get some feedback or to see you know how everything is working. Because it’s really important for you maybe to do that now and to see how if it’s your first experience, I guess that will be important note, but if you had already done the product launch and you want like to do that now, of course, you will see a lot of like traffic in the q4 and maybe you will get some of it. Yeah, because the traffic will just increase in a five like seven maybe 10 times that are on different niches and you will have a chance to be also like a part of it. And of course, you right now should be prepared for making a really good creative so you could be prepared for this like Christmas creatives. Yeah, like to be unique here if you have a chance, like I’d know to add something was the Christmas something was the Black Friday promotions or anything else. So it’s up to you. I mean, try right now you will not lose nothing and right now you should have enough space to make some different tests and to see what is working good or not. But be sure that Amazon is the long term three PA and it’s your first q4 and first amount of traffic do not invest a lot into the PPC I guess that will be the point it’s not like setup a huge beats or huge budgets you will just lose them. So now try to catch the organic results. Try to work with your creatives and try to test PPC like I was Dillo beats and just to see how all the things working.
Norman Farrar 34:45
Okay, great. Right now, what is your favorite cat or what is your favorite type of campaign on on sponsored ads?
Vitalii Khyzniak 34:54
You know, I guess the sponsor products, sponsor products they are in the best here because I see after the last update was the Amazon, when we like, no super URLs or anything else, like many chairs or anything else will will not work. Yeah, and it’s not a something good that you could launch or promote your products. And we can back into the, from something that we have started as the semantic core as your fundamentals. I think it’s it’s so important. And you should really invest here because it says that will be a type of you know, of the car that you would like to choose if you right now will do, you would like to create a car by your own. Okay, you have like all instructions in the internet in the YouTube, you could do and do that. But we recommend to check your budgets to check your strategy during the next year and see where exactly you could invest what exactly you need from the semantic core. Because now that will be only one and you know, the trustful way from the Amazon to be ranked to be ranked with the organic results to be ranked with the PPC stuff and compete with your competitors. So yeah, Symantec is one of the like, ongoing process, and you should start your journey correctly with them. And every time keep an eye on how everything’s working based on your position.
Norman Farrar 36:18
Okay, so you just mentioned to or not to step but super URLs. I get the question almost weekly. What super URLs should I use? What super URL is working? What are your thoughts on Super URLs?
Vitalii Khyzniak 36:41
I never, I never like we started our journey from the Google ads, you know, and we like grab some experience from Google and put ads on Amazon. And that’s why we have these like crazy semantic cores that help us to rank a lot of products, keywords, and help products to compete with their competitors, not based on the budgets, like I will put higher based on relevancy and conversion rates. And for me the super URLs, that was like, one of the hacks and tricks that you could use, but it’s not fair, according to the Amazon algorithms, you know, and, of course, that that was question of time, when Amazon will check that when Amazon will post that and will, I know, like banned a lot of accounts that was and now all people will come back into this understanding like how to do PPC correctly? Like, maybe I have some tricks you know, to boost my products. Don’t just play fair here. And just understand the rules of this game. Just understand how what Amazon exactly wants to get from your sites. Try to check the analytics, try to understand this numbers and see very exactly, you could invest, push and like grow your business.
Norman Farrar 37:55
Okay, a bit more advanced question. But I’m listening to you talk about DSP. And I don’t know the answer to this. But can you use the attribution link to dry? Is it considered external traffic? Using DSP? Because it’s on a network and can you get that discount?
Vitalii Khyzniak 38:18
Now, unfortunately, you did not. That was a really good thing to get. But no, I guess you will, you will get more with the DSP. Like these percent discount.
Norman Farrar 38:34
Okay. I was just I was wondering, no.
Vitalii Khyzniak 38:37
Yeah, that was a really, really good part. Yeah, I like that.
Norman Farrar 38:40
Alright, so Kelsey, I think we got a few questions and Please, everybody, you know, put in more questions or comments. We’d love to hear, you know, anything that you’re experiencing going into fourth quarter, or what you’re going to be doing differently in 2022.
Kelsey 38:57
Alright, so our first question is from Oleg. Hello, Norman. Vitaly Vitaly, how do you consider how to split the PPC budget between the platforms? Which metrics do you take into account?
Vitalii Khyzniak 39:11
Yeah, it’s a really good question from the UK. You know, I would recommend to you for first of all to understand where is your audience, like, who is your audience, and to understand the analytics, like, who you want to be targeted on because we got a lot of requests from them. And so it’s like, Hey, I would like to be on the tic toc. And like, sorry, but the for the tic toc. It’s not like the best product you know, that could work and the humidifiers it’s maybe not the best thing to to get started people like will not buy It’s like no, no, no, no, you don’t understand. Could we do that? And then that was like one of the examples Yeah, first of all, understand very could be your audience based on these like, socials feedback. You have a lot of statistics about the Instagram who is their audience who’s like, pay for like, bye products like typically. And just to compare, just to be sure, and after that, you will see that you could perform some tests during the months, not like for the old platforms like try to choose to, for example that you would like to test during a first two months. And after that, like, try to another due to budget, you don’t have a lot, you will have a Google with the YouTube, you will have a Twitter maybe it’s also like one of the platforms that you could try. And, of course, the Facebook, Instagram and Pinterest. So I would recommend to get started right now with the Pinterest, you will see really good feedback from this platform.
Norman Farrar 40:38
All right, great. stash. Any more questions?
Kelsey 40:44
So the next one is from Sergei. So you’re saying that now there is mixed sense to create top of search campaigns? For example? What if I want to improve rankings for some keywords? Exactly? No. How can I do with them?
Vitalii Khyzniak 40:58
Yeah, it’s a good ranking question from the Sergey and I think here, you should understand like how the Amazon algorithms working because you should be ranked not only on like, the top keywords, for example, five keywords and that’s all just keep positions on them not right now. The your unit economy really influenced this position and effect your unit economy will help you all other keywords like the long term, meet volume keywords, because top search keywords, it’s like, you know, the main keywords that are then created all other me like all other mid volume and long, long term keywords, and you should like position on them too, for increasing amounts of the general sales around these keywords. And you will be ranked by the top keywords also, because you will influence the general as the general listing conversion rates, and you will influence as organically and as PPC. So if you will have a chance to move all the things into one and right way you will see how all the things ranked correctly.
Norman Farrar 42:05
What is unit economy?
Vitalii Khyzniak 42:07
Yeah, unit economy, it’s like one of the algorithms inside the Amazon, Amazon every time around each niche each products like around your competitors track you and your performance during the 14 or 28 days like every time and they compare you to your nearest competitors based on the amount of general sales, if you will be higher than your competitors, you will be in top position if you will not you will lose this position and they compare amount of sales, then they will create you with the conversion rates higher for example, and according to that you will have a chance to make your PPC lower if Amazon will see that you’re growing really good. And you get a top position you will go down was the your ad spend for example and you will see how you like working better. Yeah, like cheaper in the case if you’re aquas for example or Marcus.
Norman Farrar 43:03
Okay. Alright, Kells.
Kelsey 43:07
All right, I just want to do a little shout out here. Just remember, please, if you’re finding this interesting, if you’re enjoying today’s show, give us those thumbs up, let us know that you’re loving the content. Also that
Norman Farrar 43:23
I was supposed to say before and I missed out,
Kelsey 43:25
see. No, you’re good. You’re good. But anyways, this one, we do have our giveaway, our giveaway contest. So if you’re interested in a deep audit and consultation with profit Wales, just put in the comment or put in the comments hashtag we’ll have Kelsey and you’ll be automatically entered into today’s contest. If you take two people, you’ll be entered an extra entry as well. Our next question is from Jessica. How trends in terms of content changed over the past few years? Do you see these trends continuing or morphing into something else? PPC pitfalls to measure correct or avoid? How to know
Vitalii Khyzniak 44:07
Yeah, I guess like Jessica right now a lot of changes inside the PPC over like two years like two plus year and one of the main thing is that you should be a brand yes I have mentioned you should use absolutely all the campaigns types around the Amazon because a lot of people just just miss it. I don’t know why. They just say okay, sponsored display did not work for me correctly. No, I don’t want to use all other sponsored brand things I will do on the video. Like come on guys. Right now we’re speaking with you about the you know the conversion share about the click share, you should do that. Because Amazon as the algorithm should catch that. They should see how you want to catch it. You want to work with that. And around that, that that is like one of the main things that you should be focusing first of all, try to be sure that you use a right and correct PPC thinks insights I mean like your use a right keywords you have a lot enough of them. PVC as dismantle core is the ongoing process yet you every time adding you add an irrelevant add in you irrelevant things for making and showing Amazon that you are good here. And of course the creatives, I guess that will be one of the main points right now you should have enough tests around your creative that you use inside the sponsor brands. Inside the sponsor display. DSP also Yeah, so be sure that a lot of people, they are visuals. Yeah. And you you need to show them exactly how, how eager they want to buy your product.
Kelsey 45:46
Oh rates. And I think we have one more question. Or a couple more questions, actually. So for just to go again, first product and a brand. What should you know? Are there considerations for adding ads for subsequently added products? And their separate listings or variations? How does PPC change for each strategy?
Vitalii Khyzniak 46:07
Yeah, we we recommend to go with the variations have because when you go with the separate listings, it’s not something that I guess you will you will come back to this question. If you will go with the separate listings, then you will do the variations because it’s much better for the Amazon, you will have a chance to play with the price, you will have a chance to compete better, you will have a chance to build a defense and attack campaigns like no worries about that. And as I have mentioned, if it’s your first product that you want to launch, try to check your audience the feedback from the market out of the Amazon like on the beginning it may be you have a chance to launch Instagram quickly. And to start working with the micro influencers if you have a chance to just to get some feedback on that. Just to see would like people buy from the test Shopify website or not or like WordPress website like landing page and it doesn’t matter just to see how people engage to that. Try to also what we recommend is you could use a SEMrush is like one of the websites that analyze exactly websites. Yeah. And you could go through your competitors to check where they get in traffic why they’re getting traffic, maybe to check the Facebook library to see the exactly creatives that they’re using for promotion. So you should on the beginning do much more analysis to launch products on Amazon but this analysis should be out of the Amazon because then you will you will go there alright
Kelsey 47:39
alright soon more from Jessica Rabbit differences among Amazon Walmart Etsy boutique retail chain retail
Vitalii Khyzniak 47:49
I guess the main difference you you could check around like these platforms. Yeah, because a lot of Amazon sellers they want to test a Walmart for I guess most of the people go to Walmart, Iran for this 3% According to our statistics around 10 Go to the the Etsy it’s more specific niche for maybe some handmade products, you know, and not not all products could exceed this platform. And yeah, the same for the chain and boutique retail. It’s like it’s, it’s up to you if you’re ready to get started. And if you have a team and enough time to manage all the things correctly, you can do that.
Norman Farrar 48:29
Alright, last question kills.
Kelsey 48:32
Um, actually, I think that it’s I believe that’s everything.
Norman Farrar 48:39
All right, Vitaly, you have never seen the wheel of Kelsey Yeah, never get ready.
Kelsey 48:50
Get ready. Turn up your speakers. There we go okay, here we go. So fatale it was this for one giveaway or where’s it multiple?
Vitalii Khyzniak 49:16
Ah, I guess that could be a multiple like.
Kelsey 49:23
Like, I just wanted to make sure it usually we just do one giveaway. But
Vitalii Khyzniak 49:29
yeah. Okay, let’s do this. Usually you do, I guess. It’s your will.
Kelsey 49:37
Okay, all right. So we’ll shuffle these up. And here we go. 321. All right. If you are the winner, please email me Kate at lunch with norm.com And the winner is Steven.
Vitalii Khyzniak 49:57
I thought for sure it was going to be Tony
Kelsey 50:02
That’s the first time in a week that we haven’t had Tony when?
Norman Farrar 50:06
Yep, I don’t know. Maybe you didn’t pay a callus. Alright. That was Stephen that one.
Kelsey 50:14
Steven L from YouTube. I believe I have his information. So yeah, I’ll connect with Prophet wells and we’ll get that over to Steven. Congratulations.
Norman Farrar 50:25
Okay. Vitaly, how do people get ahold of you?
Vitalii Khyzniak 50:29
You know, I guess the any social media was the Vitaly, here’s NACA, that will be the best, and you could use also the profit of sales.com. Websites contact us. I would be glad to answer all your questions. If you’re not, the Steven will also help you. Like no worries in that.
Norman Farrar 50:48
All right, fantastic. So thank you so much for coming on the podcast. It was great. I learned a lot. I’m sure everybody else did. And you have a great weekend.
Vitalii Khyzniak 50:58
Thank you so much to them. Alright,
Norman Farrar 51:01
thank you. Alright, everybody. So thank you for listening today being part of the community. To Monday, we’ve got my old buddy Wilfred, light art coming on. And we’re going to be talking about get your social media ready for q4 and how to drive some free traffic. Now, before we get to Kelsey and his stash, we have another word from our sponsor. Thank you Z CO for sponsoring this episode of lunch with Norm. Are you looking to take your ecommerce business from local to global, you can with the help of z and their brand new app. That’s right, you can track live shipments with push notifications. Get detailed lead times for each stage of your shipment, and store all compliance and VAT reclaim documents in the palm of your hand. All while listening to lunch with Norm. Ready to expand your E commerce empire. And take your Amazon FBA business global. Use the link in the description to learn more about Z’s new app that’s now available on desktop and mobile. That’s z.co z e dot c o CK I hate listening to my own voice, you know, just anyway, Kelsey, where are you?
Kelsey 52:23
Alright, it’s not bad. Don’t worry about it. Like everyone’s got that insecurity. I know. I can’t listen to myself on this podcast either. But, uh, okay, what do we got like that? Let us know in the comment section. Do you like listening to your own voice? Oh, that’s a question. But uh, yeah, for the Facebook group, we actually have something really exciting happening. We’re announcing our contest that we’re doing. This is a monthly contest. We’re just trying to get the most out of our community. And we’re going to be offering a $50 like Visa card every month for our Top Contributor. That’s someone who comments, asking questions, giving advice, liking the content. Basically, our Facebook group gives us a ranking of the top contributor. And every month we’re going to be announcing who that is. And they’ll be able to get a $50 visa card. So anywhere exciting. Anywhere in the world anywhere. Yeah, so yes,
Norman Farrar 53:26
Simon, so I don’t want to hear anything about can’t get it in the UK.
Kelsey 53:31
And that will be in our Facebook group lunch with Norm Amazon FBA and E commerce collective. So go over the join there. I think there’s three questions to answer. But other than that, if you enjoyed today’s episode of Vitaly, give us those thumbs up, share it out to any friends and family. If you are part of an awesome Amazon or ecommerce Facebook group. Go share it over there. That wouldn’t hurt. I’m sure they’d appreciate that. And yeah, thank you, everyone for watching today’s episode. We really appreciate you. We got a lot of things coming down the pipeline. And norm Do you have anything else?
Norman Farrar 54:10
Yeah, I was just wondering, can you highlight Jessica rabbits? Comment there? Just put it up on the screen for a second. I just saw it come through. It’s a very last comment. Yeah, Jessica, I was just wondering, are you talking about Chelsea’s mustache? I was just wondering, I wasn’t sure. Alright. Ah, all right, everybody. So thank you for tuning in today and join us every Monday, Wednesday and Friday at noon. Eastern Standard Time. Thanks for being part of the community. We appreciate it. We couldn’t do these podcasts without you. I don’t even know if we would we have to have somebody listening in. Just me and Kelsey talking aren’t that great, but we do it once in a while. Anyways, enjoy the rest of your day. Enjoy your weekend and It was awesome having everybody on the podcast listening today.
Kelsey 55:06
I’m just gonna let you carry on just a little get him along just to get back at you. Music. Okay, I’m going in the fetal position
Transcribed by https://otter.ai
