Joshua Chin 12:40
Yeah. 100% Yeah,
Mina Elias 12:42
I grew up with not a lot of money. So like, I am good with like very little, but like, it does make a difference.
Joshua Chin 12:48
I can I can relate to that. Yeah, a lot of people say the monies and everything but Well, money, something when you have no money at all? Yeah, it’s
Mina Elias 12:55
Yeah. You think about it a lot.
Joshua Chin 12:58
I think that relates to the Japanese. The Japanese term ikigai. That okay. It’s I believe there’s a book as well called ikigai de mujer sociala?
Mina Elias 13:13
Is it like? It’s the, like a triangle of like, those three things?
Joshua Chin 13:18
Yeah, it’s like, it’s like a Venn diagram. I think there are four. But it’s essentially the same things, what you love what you’re good at, what you get, you can get paid for what the world needs and all that stuff. So like, the combination of passion, and profession, and a mission or something along those lines. Very cool. Dude, I love that you have such a content that I never
Mina Elias 13:42
thought I never did. I never thought that I would be doing this. You know, I thought like I was gonna be an engineer. And then I started the supplement brand. And I’m like, Dude, I love supplements more than anything. I have a bunch on my calendar. And then I just felt like I was slowly getting pushed. I still have my supplement brands, they’re growing, they’re doing good. But I was getting pushed into this thing. And sometimes like, you just you let yourself go and you say, well, let’s let’s try it. You know, what’s, what’s the worst that’s gonna happen? And, you know, you end up on the same journey you never expected.
Joshua Chin 14:16
I see I see a stack of supplements in background as well. I know it’s far away. Yes, tackle supplements here. I love I love your story. Because you come from a place where you’re an operator and executed you Doer first. And then knowing that that’s successful on your own brands. You’ve made multiple seven figures in your own brands. Now you you’ve taken that knowledge now to market versus the other way around. And I that that that’s something that’s really unique. This a lot of people are just taking courses nowadays and I’m not shitting on courses because that’s how I got started as well. But not not exactly knowing what they’re doing and really bring ruins to a lot of businesses out there. In the space, tell us your audit process. I know that’s a, that’s a big part of what people appreciate about just talking to you. And I know you’re super humble, because you even till now, like the last time we met those, which was just a couple months, a couple weeks back, actually just a couple weeks back. And you’re still hitting people up and asking questions and asking for advice, even at this stage. I think that that never gone doesn’t have gone away. But I’m here telling you that I think a lot of people appreciate chatting with you and picking your brain about Amazon PPC as well. So what’s your audit process? Like?
Mina Elias 15:40
Alright, so, you know, I want to cover like a few things. The first thing is, I look at the entire picture of the Amazon account, first of all, so there’s different KPIs. And then there’s different levers to pull to improve the KPIs. So what I look at is, first of all impressions, PPC spend, click through rate, conversion rate, cost per session, and then roll as at the end. And you know, some of them will tell us a little bit more than others. So the way it works is we are going to create campaigns and we’re going to spend money, once we spend that money, we’re going to get a certain number of impressions. From those impressions, a certain number of those are going to get clicked and we have a click through rate. And then based on those clicks, a certain number of them are actually going to be unique sessions. So there’s a big difference between clicks and sessions. Because if you’re the same person clicking on three ads, because you’re serving the same client so much, you’re spending three times as much, you know, spend for the same reason, and it’s gonna only convert possibly once. And then once you get those sessions, they convert into a conversion, which is a sale, you have a conversion rate. And then you can you can based on your spend and your conversions, or based on your spend sorry, in your sessions, you can get a cost per session. And I consider the cost per session, the click through rate and conversion rate, the three main metrics, and then each one has a certain level. So the click through rate, the more attractive your offer is on the front in the search engine. So when you type in electrolyte powder, you’re going to see a bunch of products on Amazon, the more attractive that is based on price reviews, main image, coupons, whatever, people are going to click, and then inside the listing based on your images, or whatever the more attractive the offer is inside there. When they when they click See More, you’re going to get a conversion. So conversion rate and click through rate are related to non Amazon PPC stuff. Now your cost per session, which is how much money am I spending to get a unique Amazon visitor a unique Amazon account? It that’s where the PVC comes in. So first of all, I calculate, okay, how much percent change? Do I need to get this person to a place where they want to be? Do I need to take their PPC spend from 6000 to 4000? A day? And if so, is that reasonable? So if you’re telling me, I’m spending, you know, 100k a month, I want to spend 50k a month to be at the grad school, I’m like, dude, what’s the likelihood of me cutting your spending half and getting the same number of conversions, very unlikely. But if you tell me I need a 30% reduction, then I’m like, Yeah, we could probably over the course of six months, whatever, achieve that. And then at the same time, you’re improving your click through rate and conversion rate, and then we’re making more and more money, or we can get hit the road as goal and then scale. So that’s the first part of the audit is understanding those numbers. So my team will kind of build the dashboard. And for they’ll do two things, they’ll build like a two weeks ago dashboard. And so I’ll look at the last two weeks of your performance. And I’ll see how the metrics are changing. And then I’ll also build that full kind of, you know, the different KPIs that they’ll do and see how much percent I need to change your your PPC spend, and then your click through rate and conversion rate to reach the desired robots. Now, the second thing is, is now we dive into the details. So we based on you know, I need to reduce the cost per session. Now let’s dive into the actual stuff. I’ll go and look at your first of all, you should have one portfolio, and then you should have all of your campaigns for a product in that portfolio. Your campaign nomenclature is key because that’s what allows you to very quickly sort between campaigns and the only way to optimize at scale is through a bulk sheet. And the book sheet doesn’t allow you to sort your product. It only allows you to sort based on like campaign name. Sorry. glitcher. The next step is I look at the budgets. Do you have budget rules? Or is are your budgets big enough? If your 20 $30 budget you’re failing? For sure Amazon just says you don’t have enough money to spend so they don’t they just throttle you. You have a big budget. Do you have budget rules which scale the budget with the with a good rule as if you do good if not, that’s the first lever we can put Next, I click into the campaigns. And I look at the placements, you have three place main placements that you can get data on, you have your top of search first page, rest of the search, and then your product pages. So if you have a good a better role as in a certain placement, the rest of search obviously doesn’t make any sense because it could be page, you know, two to 100, or of the page one to page 100. So if at the top of the top of first page, you have a better row as the rest of the search, and but you don’t have any bid plus placement adjustments. So basically, if your spent your bid is $1, you can say I’m willing to bid up to 100%, more or up to 200%, more to show up for the first position. So if you’re not utilizing that, and you have a better role as at these placements, that’s another lever I can pull. Next, I click into the ad groups, if you have multiple ad groups, immediately, that’s a red flag because we can control how Amazon sends the budget through the ad groups. So you can have three ad groups thinking that you’re splitting the budget evenly. But Amazon could be sending 90% of the budget to this ad group. And maybe the other ad groups have keywords that are more profitable, but less volume, and Amazon says well, there’s less likelihood that these ones are going to convert, the higher volume ones convert more send all the budget there. So that’s where I would pull is if you have, you know, different ad groups, I would focus on having one ad group or campaign. Now there’s, obviously if something’s working, I don’t turn it off. But if it’s not working, I’ll turn it off and relaunch it. Next, inside the ad group, I look at how many targets you have, which which means like keywords or product, like product identifiers ASINs, if you have more than like 10, or if you have usually I see 20 3040, I show people I’m like, Look, you have 40 targets in here. Seven of them are five of them are getting impressions and clicks and the rest are not they’re getting minimal impressions. Because when Amazon says okay, you have 50 keywords, these top five have the highest likelihood of converting based on like certain, you know, search volume. So they’ll just send all the budget to these ones. And then these other ones, which could be a lot more profitable just won’t convert as many times because of a lower, you know, volume, they don’t send any money to it. So as a result, you kind of end up there. So I’ll do the same thing on anything that’s not working out, turn it off and start segmenting them into their own thing. Then I jump in, I look at the search term report, search term reports for auto and broad and phrase campaigns shows me all of the keywords and search terms and products that were discovered from those, you know, search kind of campaigns that are unique second look and say, Well, I put in the keyword electrolyte powder, electrolyte powder for men, electrolyte powder, unflavored, sugar free electronic powder, all these keywords converted profitably, we’re not targeting them. So I did extract all of those unique search terms, start targeting them. So if I see that there’s a large number of profitable search terms that I can launch, I’m like, that’s another lever I can pull to increase, you know, profitable sales. And then I’ll go and look at the search terms for again, auto brought on face campaigns where there’s keywords that are not profitable, but you can’t lower the bid on them because they’re inside of a keyword. So like, let’s say, electrolyte powder, it triggers for broad will trigger for electrolyte powder for women, or electrolyte powder, mango, and maybe you have like a different flavor or something. So that one keyword could be harming the performance of the entire keyword in a broad match. So I’ll go in and identify all these keywords. And if there’s a lot of them that can be negated. That’s another level lever I can pull. So I can essentially reduce the spend while maintaining the same number of sales, because we’re not spending on these keywords that we don’t need to be spending on because they’re spending on they’re not converting. And then finally I’ll look at if they’ve utilized different placements. So I’ll look at all of the keywords that they can that they can advertise for, I’ll look at the ones that there may be showing up on page two and three, and not able to be profitable on page one, four, and I’ll see if they’ve tested different like video or headline search or these different placements that are not natively in the search. But there may be on the top or maybe on the side or maybe a video and if they’re not utilizing all the different campaign types. That’s another lever we can pull to add sales profitably and so that’s essentially my audit process. And if you have enough levers I can pull I’ll say amazing we can improve your business if you don’t, I’ll say I don’t think I can get you more profit than Yeah, you sort of thing.
Joshua Chin 24:56
Dude, I love that I I see that such a system as a system. process of starting from the angle of what the target cost per session is, and subsequently what the target cost per click looks like. And then kind of zoning it down exact from there,
Mina Elias 25:11
looking at all the levers that can be pulled, and then assessing every single one to see is there room to grow. And then once everything is optimized, there’s a system. And it’s the same. It’s the system that I essentially covered, which is, you’re going to look at all of your keywords, bids, and you’re going to look at the performance the row as if they are in that target row as or better. Usually, you leave them or maybe increase the bids a little bit to get a little bit more traction. If they’re below the target, then you lower the bids a little bit in an attempt to get them to be more profitable. Or maybe you even move your advertisement from page one to page two, so that the buyers are more higher intent if they’re on page two versus on page one, because page one has a lot of like window shoppers, then, again, you look at the search term report any profitable keywords, we launched you any any bad keywords, we add them as negatives, if they’ve shown over a period of time, they they’re just not performing. And then this way, we get new revenue, new profit. And then we also need like cut cost where we need to cut costs. And then we jump into the placements Can we can we double down on winning placements, if it’s top of the search or the product pages, and then finally, launch more more ad types. And it’s a system and every week, I love that dashboard, we diagnose the issues. You know, we’re spending too much here, we spent an additional 20% in PPC spend. But we only got 5% more sessions. This means I’m overspending or launching campaigns that didn’t become profitable.
Joshua Chin 26:41
Mina, you know, I caught two things. Before, before wrap up here. You You started off the this this this topic with? What’s the what’s the Optimize spend that I should allocate to a brand? Essentially, that’s what you said? Yeah, and not? How do I double spend, which is a lot, a lot of what uh, what I’m hearing in the in the space today, and maybe that’s how people get paid as an agency or they get
Mina Elias 27:12
paid a percentage of spend, and I don’t under I never understood where that model came from.
Joshua Chin 27:19
This is This is incredible. I mean, I think everyone should, who’s interested in launching on Amazon should talk to you. Not just because of what, you know, you’re very data driven from from your decision making, you’re not relying on certain best practices or things that you’ve seen done well, you’re just letting data tell you what to do. I love that approach, because that’s exactly what we do as well with emails.
Mina Elias 27:43
I know. That’s why I was so impressed with your presentation because I was like, Man, this guy is really the I thought I was data driven Josh’s on another level. He’s got statistics.
Joshua Chin 27:53
Exactly. It’s nerdy. It’s so boring, but it works. That’s what makes the money. You know, what’s the best way to get in touch with you? If people are interested in his audit off the top of my mind. I know like tree brands and you send your way already so.
Mina Elias 28:09
So my email is Mina@Triviumco.com t r i v i u m c o dot com You can also visit the website Triviumco.com. Or you can add me on LinkedIn or Facebook Mina Elias Mina and last name is Elias.
Joshua Chin 28:28
All the links will be in the description as well. Mina, thank you so much for your time appreciate it. And we might just bring you on for a second deep dive session if if you have the time,
Mina Elias 28:39
dude and always for you. Always time for you.
Joshua Chin 28:41
Thank you. Take care.
Outro 28:46
Thanks for listening to the eCommerce Profits Podcast. We’ll see you again next time and be sure to click Subscribe to get notified of future episodes.
