Q4 Prep Webinar Series: 10 Ways To Improve Your Amazon Conversion Rate

 

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On October 10th, 2018 our own Andrew Maff sat down with Mike Indigaro from Teikametrics, which focuses on advertising with data science and machine learning, to talk about optimizing the conversion rates of your Amazon listings for Q4.

 

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Andrew Maff:  Two things I want everyone to keep in mind. We're going to try and keep everything as focused as possible on improving your conversion rate. The other thing is Mike's getting married. So we're going to treat this like a bachelor party webinar.

Mike Indigaro:  Sounds good.

Andrew Maff:  All right. I'll introduce myself first since I'm on the left and then I'm going to touch on the whole I'm married thing. So, I'm the Director of Marketing and Operations here at Seller's Choice. I've been in marketing a little bit over a decade now, started in e-commerce and then went in and out of e-commerce. I've been pretty much stuck in e-commerce for the past five or six years now. Here, we help a ton of different size sellers, a lot of ... some smaller guys are starting now, some guys have been around for a while. We're full service, so we do everything here on and off Amazon, but obviously, today, we're sticking Amazon. I'm also married and I love a good glass of whiskey. I put no relation because sometimes my wife watches this, but, Mike, it's related.

Mike Indigaro:  Yeah, yeah, yeah. It's funny and I had to put my not married yet, but will be after this weekend at the bottom. But hey, everyone. I wish I could get my camera situated so everyone can see me, but it doesn't look like that's going to happen. I lead agency partnerships over here at Teikametrics. We work with companies like Seller's Choice in my unit to really build an ecosystem of thought and effort around brands on Amazon. I've worked prior to agency partnerships. I've actually worked with brands myself and helping them launch their channel strategy for Amazon, optimize content, develop their ad strategies. Today, of course, I focus on making agencies more successful through Teikametrics Technology, which focuses on advertising with data science and machine learning. So, yeah, that's a little bit about me.

Andrew Maff:  Beautiful. So, of course, stick around. Of course, just like any other webinar, we'll have some Q&A at the end. We'll obviously want to get to some questions. Last webinar, we focused a little bit deeper on listing optimization itself and in terms of the keyword research, things like that. We actually did a live teardown of someone's listing. Maybe we'll do that. Last time, it went well, but it was interesting. Someone sent us what I thought was a fake listing as a joke, turned out it was real. So maybe we won't do that, but we got some free stuff at the end. We'll give away some stuff for you, guys. So, obviously, a little thank you for everyone who actually attended today. But if you are here, yes, obviously, you're looking to improve your conversion rate, you're probably getting ready for Q4.

My favorite thing that I love to hear all the time is that you're looking to get on to page one, which I'm sure we'll get into. You kind of want to see how some of these bigger guys do it and what they're doing to really kind of tweak their conversion rates and to actually improve everything, and how it's benefiting them, where and why, of course, we'll get into that. And then, of course, you're probably just flat-out awesome. So we'll touch on that. So, we're going to let this thing start going off here. The first thing I want to do before we get into anything is I'd love to know if, first, if you know your conversion rate is. Second of all, if you do know know what it is, what range you're in right now. So I just launched a little poll. For those of you who are listening on to us and looking at a different screen, if you want to tune in real quick and just vote real fast, really interested to see what everyone's conversion rates are at.

I actually did this at the webinar we did a little while ago on listing optimization and it looks like we're leaning towards the same issue I had last time, where no one seems to know, massive metric that you would want to be tracking. So we'll kind of dig into how to track it, how you can find that number, and how you can leverage it, of course. So I still got some stuff coming in. I'll let everyone start going in here. So, it does look like a majority of you don't know what your conversion rate is.

So, it's difficult for you to improve your conversion rate if you don't know what it is because maybe it's fantastic and you don't want to improve it, but usually, that's not the case. Then we're looking at, let's see, so right now, we can probably go ahead and end this thing. So, 15% at less than 5%, oh, it's pretty even. Every one, 15% at less than 5%, 5% to 10%, 11% to 20%, and 21% to 40%; but 40% of you don't know what your conversion rate is. So, Mike, I feel like you have a comment.

Mike Indigaro:  Yeah. Yeah, yeah, yeah, yeah. Can you hear me breathing, getting ready?

Andrew Maff:  A little bit. It's frustrating.

Mike Indigaro:  Yeah and no. I think too like to take a step back mean conversion rate, it's going to be ... it's the metric that really measures how many visitors you actually convert into customers. So, think about it. If you have a conversion rate of 15%, that means of 100 visitors, 15 were able to be converted into paying customer. That's how I like to think about it and that's going to help you understand and put those metrics into to a real-life scenario like, obviously, if you're sitting there and you're like, "6%, what is 6% actually mean?" I like to think about it in unit economics of how many visitors does it take to convert into a sale. That's how I think about it, but yeah, that's what I want to get across.

Andrew Maff:  I completely agree. One of the things that I also try to stress to sellers with the conversion rate is that, which we'll get into this further and further, but I'm a big fan of not fighting with Amazon's algorithm all the time. Everyone spends a lot of time tweaking keywords, and tweaking their title and their bullet points, and they're just trying to manipulate the algorithm. When reality, if you provide the consumer with the exact information they want with a good experience, with great photos, and great information, and great copy, and even make the listing entertaining in certain ways which we'll get into and you actually increase your conversions, your conversion rate is one of the top things that is affected by the algorithm. So if you stop fighting with the algorithm, you'll actually win.

So it's kind of like the Chinese finger trap, where you keep trying to get out of it and it's just not working, but if you just relax and do what you need to do, it'll work. So we'll kind of get into that on how conversion rate really ties into everything and how this really is like the heart and soul of what actually works in your listing. So, we're going to go over a bunch of stuff. Obviously, we listed 10 things. So we had to make sure that we hit 10 different things at least, but I'm sure we'll get into more than this. But we'll go into structure of listing, title bullet points product descriptions, many promotions and things, obviously, all the imagery and videography if you can have that, enhanced brand content or A+ for everyone on vendor. We'll touch on storefronts and then, of course, we can have Teikametrics here without not touching on a sponsored products.

So, we're going to go into that whole process here. So, and again, as we go along here, if you have questions, if you have comments or anything, feel free to shoot us a question, feel free to hit us up in the chat here. We kind of want to make this as interactive as possible, so let us know if you've questions, let us know if there's any comments, or anything that you agree with, or you disagree with. So we'll start off here, seller structures. So, this is actually a client of ours we've been working with for a while here. One of my favorite examples, this is one of those like case study style examples of restructuring stuff. So, they sell collegiate apparel. What they used to have was a listening for, let's say, this Harvard T-shirt and then Illinois Fighting Illini. Don't even know that was their name, and then like, Indiana Hoosiers, like all different parent listings.

When we try to explain to them like, "Yeah, you have different parent listings and then you have the sizes, like yeah, you have small, medium, large for each," but you've so many parent listings. It's all the exact same shirt, just with a different logo on it. Why not combine them all so that if someone comes here and they're looking for a different college, or if they're looking for a different color, or anything like that, they can have it all in one spot. So, with the help of his team because he's got a massive line, we were able to cut it all done within a month and they almost immediately 3X'd like just from restructuring and their conversion rate almost doubled from what it was at. It was just a matter of providing all the extra information.

So, having these variations, everyone seems to think it's a real estate game and it's not. It's about providing all the information and giving the consumer everything that they want. So the way we kind of try to explain this is think about if you went into a store and this Harvard T-shirt was sitting on a table and you had all the small, medium, and large ones. "Yeah, but I don't like Harvard. I want something else." You're not going to have to walk over to another table to get that. You literally going to have to leave the store and go down the block to find something else because if they don't see what they want on this listing, they're going to leave the listing, they're going to research, and now, you're looking at fighting with your competitors all over again. So if you can give the consumer as much as information, as much options as they want, they tend to feel like, "These are all my options. I'm going to pick one of these," and then they leave with it.

So, this was an example of stuff we've seen before. It works really well with kits and bundles as well. So, this wasn't like the world's best example for bundling, or doing a kid, or anything like that, but think of it as like, let's say, like a consumable. So, let's say, it's protein bars. Someone selling protein bar, when you sell, you have a parent listening for one protein bar, a parent listing for two protein bars, you have a parent listening for three. If I go in to the one protein bar parent listing, I may not buy two, I may not buy three images by the one. But if I go in and I see like, "My price per protein bar drops. If I buy two in one, you're upselling your client, your customer right then and there.

So if you actually combine these listings, so these two, if we combine these two and this person realized like, "Oh, I need a two dishwasher rack adjusters instead of just one," you've now upsold them instead of them just buying the one. So, they see the discount they tend to upsell. It's kind of like having one on your own website, the opportunity to upsell someone to buy two now and get it less for the price. Having the real estate game, you're then requiring them to leave and go search somewhere else and you're also requiring them to possibly not buy more of your product.

Mike Indigaro:  Andrew, I couldn't say it better myself, I mean, just to echo what you're saying. I mean, if you're selling on Amazon, you want to make it as easy as possible for people to find your products. Think about how many products are on Amazon, millions, maybe soon to be billions. If you're trying to improve your conversion rate, don't let your shopper go searching for your product. There's going to be things that we talked about where advertising will come into the mix later on, but you're driving brand awareness to your product pages. Drive that qualified traffic to your page and let them convert there. Don't let them have to jump around Amazon to find your product. Yeah, yeah, so just was walking through, just making it convenient for your customer.

My example was and we're going to get into it later, if you are sending all this qualified traffic through things like sponsored products or sponsored brands, when that traffic hits your page, you want to make it as easy as possible for them to convert. So your prior example of having all those T-shirts and all the different colleges there is a prime example as opposed to, okay, now you send this traffic there and if I have to then as a customer go to find different sizes and other pages, just a horrible experience, right? You're trying to replicate the best possible consumer experience online and this is textbook how you do that.

Andrew Maff:  Exactly. I mean, the way we try to look at it is if you treat the consumer like Amazon wants you to treat them, one thing I'm sure everyone on this webinar can agree on, Amazon does not care about the seller. They really don't. You can't get an answer from them after like a week if you had an issue, or if you submit a ticket and you gave them like one misspelled error then you're stuck in the back of the line again for like a week. But if it's a consumer and they have an issue with return, they get to return right away, it's quick. They love it. The customer service is perfect. So why not provide the exact same thing. When you do, Amazon rewards you for it by improving organic ranking or BSR. So, just like Mike said, better experience, better for you. So titles, so some of the copy stuff here, I'm sure we'll have some people that agree, we'll have some people that disagree. You would be shock at how much the copy can actually help or hurt you depending on what you're doing.

So, something that we've come across a lot with titles is the really long, crazy long ones, where they're just trying to shove keywords in there and they're just coming up with every which scenario that they can. We've completely changed that. So, we try to keep it as simple as possible, straightforward, all the main keywords right upfront. You have plenty of search terms in the backend. You have plenty of room and the bullet points and product description. Don't stress out about shoving it all in the title. So, the theory right now is that only the first 50 characters are actually being indexed on Amazon. That may have recently been tweaked since I actually made the slide. What we've also heard now is it's actually the first 80 and they're requiring you now to actually put your brand name right at the beginning.

So, again, as we get into this, you'll start to see a lot of similarities in Amazon, forcing you to brand yourselves in certain ways. This is definitely something that we started to see, where even we've done it a few times, we remove the brand name from the beginning of the title, and they just put it in there for you. So we believe it's now the first 80 characters of the actual things that are actually being indexed. So shoving all those keywords into the title is not going to do much for you anyway. Keeping it incredibly simple and consumer-friendly, no one wants these really long paragraph sized titles. It's a product. Tell us what it is and then move on. They're going to see ... The quicker they can make a decision, the quicker they're going to purchase. So if I look at a title that says big, black, Tervis Cup Steelers filled with half water, and some ice, and some ... like I should wash it, if it was incredibly long and I started to read that, I'd be like, "That's not what I want. I just want a Tervis cup."

So if I went to and it was like black Steelers Tervis cup, oh, that's it and I would click on it. The average consumer is not stupid. They're lazy. They're quick. They have, what is like, a three-and-a-half second attention span or something like that. So the quicker you can get them the information, the quicker they're going to make a decision. Having those long, obnoxious titles ... it's not the one I wanted, is definitely not going to help you. So this is my example of a really long, obnoxious title that I shoved in here, but shoving the keywords in here, don't do that, making it way too long. Now, I'm saying you should probably have your brand name first because even if you don't, they're going to make you do it anyway. Don't write for the algorithm. Don't sit there and fight by shoving in all these keywords. You want to, obviously, be keyword-friendly and you want to go after the main keywords, the one like the actual specific thing that your product is, but going in and trying to add like great for the beach, and outdoors, and parks, and camping, that just gets so long and obnoxious that the consumer doesn't even want to read it.

Mike Indigaro:  Yeah and there is a place for that, too. Think about, I always try to relate this to my own buying experience. I'm not the person that's going through reading bullet points. I look at two things. I look at the title and I look at the pictures. If those two things are meeting my expectations, I'm making a purchase. The other thing too and what I was starting to say about there's areas to do this in and do things like keyword stuffing. I mean, there's now places in Amazon, three, four years ago, if you are a seller on the platform, every one keyword stuff because there was just ... that's how you had to get ahead. Now, there's things like backend keywords, there's target audience, there's attributes that if you go in at Seller Central in your edit product listing, there's so many different areas. Now, too, Amazon's expanded it based on your category. So, if you're an apparel seller versus a vitamin seller, you're going to have different attributes that you can fill in, in the backend that would point you towards the right keywords and the right audience.

Andrew Maff:  Yeah. Before I go any further, we have a couple questions. Let's see. More information on how to find a conversion rate. So, the conversion rate of each of your products, so typically, how we do this is you have the ... just going to business reports, it's a parent detail pages, I think, parent detail and sales or something like that. It's one of those. Click that, sort it by whatever date range you want to sort it by, pull it, and then you just want to add your ... there's the two orders, there's what the seven days, and then the 14-day order I think it is, and combine those two, and then you want to divide that by your impression. So it's how many people came to the listing versus how many people actually purchase. That is what your conversion rate is going to be. You want to track that at least month over month, ideally week over week to kind of see if anything's changing. So that would be how you would pull that. I don't know, Mike, do you have another trick on how you're pulling that?

Mike Indigaro:  Yeah, no, no, pretty aligned with what I would have said. But the one thing I would add in just a traditional like analyzing your business is this is an ideal scenario, too, like heading into Q4, you know conversion rates are going to fluctuate. I wouldn't use prior month. It's great to have month over a month, but if you can, if you've been selling on the platform long enough and you're looking to come up with benchmarks and targets to hit, try to compare that data to the previous year. So like October 2018 to October 2017. That will give you a better baseline. But, yeah, month over month is fantastic. Year over year is obviously equally as good, too, to see the longer picture.

Andrew Maff:  Yeah. Yeah, especially this time of year because that's going to get out of hand. Bullet points, so including the most relevant keywords, short readable phrase. So, what I'll kind of get on with this is that this is similar to the titles. I get very annoyed when I land on an ... when I'm even shopping myself and I land right on Amazon listing and every bullet point is like a paragraph. I understand the justification of wanting to get all those keywords in there, but you're fighting the algorithm instead of just providing the consumer with the best experience that you can, which is just making it clean, and concise, and straight to the point. So, having all that extra information in there, either, A, no one's going to read it, or B, from the other thing that we started to hear lately is that only that first bullet point is the only thing that's actually being indexed. The rest of it is just there for the consumer for you to add some more extra information.

So, keeping them limited and keeping them straight into the points of the consumer actually can read it and has an interest in reading it is going to help you a lot. If it's a big purchase, so let's say, I'm buying a new computer and it's going to cost me hundreds of dollars, yeah, I'll probably sit there and read the bullet points. But for the average product on Amazon, that's like between, what, $20 and $40 dollars, I think. Depending on the product because I'm probably not going to sit there and read every single aspect of what the qualities are of this cup. I'm just going to go, "Yeah, that's what I want. I'm going to buy it. I'm going to get out." So, if there's important information, just get straight into the point. Don't make me read an entire paragraph.

The same thing here. The writing in all caps drives me crazy, too. I feel like I'm being yelled at. It feels very salesy to me. We stopped doing it about five or six months ago and we've actually seen an improvement in conversion rate. So about five or six months ago, we reduced the amount of copy we're putting in bullet points. We stopped using all caps. We stopped using emojis and we stopped jamming different keywords in there to just fight it and fluff it up. We actually started to see a pretty significant increase in our conversion rates and BSR improvement. To us, we honestly just seems like we're providing a much easier smoother experience for the consumer so they're just converting quicker, which is getting us more orders, which is getting us more reviews, which is obviously helping the organic and BSR improvements.

Mike Indigaro:  My recommendation, too, would be if you're a seller or just considering yourself a brand and you're selling on your own website, whether it's Shopify, BigCommerce, Magento, whatever it may be, think about consistency across your brand. If you have your own website, I mean, you're probably not using things like emojis and symbols. Why do that on Amazon? Keep the brand consistent, and again, I mean, my favorite in all these is keyword stuffing. Again, you just continue to see if there's other areas to do it on Amazon and just be right to the point and focus on if you're going to use keywords and you're going to focus on increasing traffic and aligning with your ideal customer, make sure you target relevant high-volume keywords and get those keywords to the point.

Andrew Maff:  Yeah, exactly. This can be personal preference, but to me, the emojis kind of make your listing look cheap. I don't know why. It just does to me, personal preference. I don't know if it's an algorithm thing. It just it looks cheap.

Mike Indigaro:  What about if you sell emoji pillows? Is it appropriate to use emojis?

Andrew Maff:  Touche, Mike. That's a good question. That one, yeah, I feel like I'd still use that one.

Mike Indigaro:  You want to say no, but your ...

Andrew Maff:  I do. I want to say no, so okay. We'll call it case-by-case basis. Okay. So product descriptions, again, theory, a lot of stuff on Amazon is more or less theory, just because they don't really publicize anything. If they do, it's kind of like it's gray. But we do believe that the product prescription is still indexed. If you have EBC, so you definitely still want to fill it out. There's nothing I hate more than ... well, actually, there's two things with product prescriptions that drive me crazy. It's the ones where it's one thin line like it's like just one long sentence and I can't find it. Someone says, "Can you look at my product description," and I just keep scrolling, and I keep going right by it, and I don't even realize like it's just one thin line. And then there's the other side of that, where it's just like 15 run-on sentences, all in one bulk paragraph. It's like, "There's no way I'm going to read that."

So, the product descriptions, if you don't have enhanced brand content, go get that, so you shouldn't have this in the first place. But if for some reason you can't get brand registered right now, at least optimize this so that it's broken up, do more bullet points, so the HTML thing, it's against Amazon's TOS. In this example, this is my good example and it's in there. Hear me out. As far as I've been able to tell, we've been doing HTML in product descriptions for a couple years now and bullet points bold and italics are the only thing that we have never seen not be an issue. They don't seem to care about that. It's like if you change colors, or if you do like H1 tags, or something like that is where they kind of get a little cranky. So we try to break it up just a little bit just to make it slightly more consumer-friendly and quick, easy reading instead of sitting there, reading a novel about someone's vacuum filter.

Again, just like the bullet points and the title, simple straight into the point, bullet points, address all the main stuff as quick as you can. That way, if the consumer gets bored halfway through, at least you got the important part. But this is what I meant by the really bad example. It's just why, why would you do this? If I need to match my phone to whatever this product was, I'm not going to sit here and read through this and try to find out if my phone is listed or not. It's not in any order. It's just thrown in there of what matches and that is definitely not something that we would ever suggest doing. This is really just keyword stuffing and it's a ton of copy in one paragraph like I mentioned.

Promotions, coupons, so we get a lot of interesting questions about these all the time. I really think they work very well. I've heard some people say they're not a fan. Obviously, I can touch in Subscribe and Save. That always works, Subscribe and Save. If you have a product that are consumable, that someone wants to reorder, you should obviously have a Subscribe and Save. If they love your product and you know its food or it's a filter of some kind or anything like that, and someone wants to just kind of set it and forget it, having that there is an option, can always help but it's just that easy recurring order. If you can somehow figure out the lifetime value of your customer on someone who actually did a Subscribe and Save on Amazon then you can actually justify a higher PPC cost because your average customer is staying with you for multiple purchases.

The coupons though, the reason I love the coupons is just because they're orange. That's why I love them so much. I don't know why, but every time I scroll through Amazon ... I know, right? But every time I scroll through Amazon, I'm shopping, all I do is like I buy up, I don't really care which one of these I buy. I just need one. I will see which one's orange and it just stands out to me. So, yeah, I got 5% off. I didn't even really look at the price. It's just it stands out. It's just a little bit brighter than everything else. So on an aesthetic side of things, they stand out on the search side, so they're causing more clicks into your listing. So, it's helping with conversions by, it's helping the fact that, obviously, they're getting a discount, whether it's $1 offer, it's a percentage off which I'll get into.

Mike Indigaro:  Andrew, what you're showing like that top image of being a sponsored product ad, I mean, this is where you get really strategic and you win especially in Q4 and help improve conversion is you pay for additional placement, which is sponsored products, you get your brand to the top of the listing, and then you slip in a coupon, and that coupon shows up on a sponsored ad listing. So, along with your ratings right under it, you have that save 5% off or whatever your coupon is, which is totally ... I mean, I couldn't think of a better strategy to be able to roll out in that like you have the ability to provide an incentive for your customer and you can pay to have page one placement if you can afford it and it's profitable for you.

Andrew Maff:  Yeah. So, we tend to lean towards using dollar amounts, like $1 amount, or $1 off, $2 off just because I've read a bunch of psychology books on marketing, they all say like dollar amounts work better than percentages. So the two examples, of course, I had are 5% off. I prefer to do the dollar amount one. I may be tested a little bit. It's so close that it really just depends on the brand, but usually, I suggest to do the dollar amount because on average, it tends to work a little bit better, but again, test everything. Having a discount larger than your own website or the one I can't stand is the drastically large discount. That's always a giant red flag to me. Like, "Hey, this is a $20 product but for today only, it's 95% off." It's like why. Why are you doing that? There's no way you're making money. There's no way it's a good product. It's a waste of $5. I'm not doing that.

And then the opposite or, I guess, the same thing is having like 60% off but the product seems incredibly overpriced. Normally, this is a $70 product, but today only, it's 50% off. Like, "Yeah, but all your competitors are $35, too." So, be kind of careful with those over-the-top sales things. I couldn't find the graph. I really am trying to find it. I just ran out of time to find it, but there is a graph out there of like how on average it works like 10%, 15%, 20%, 30% and then it's like ... I think it's 58%, it just starts to tank on actual orders of people ordering at 60%, 70%.

It's just that perceived value of, "Wow, this is a great deal. Wow, this is a crazy, good deal, and it's for a limited period of time." And then it's like, "Wow, they're clearly trying to get rid of their bad products." So, you have to be careful that you don't go over that line. Plus for Q4, you want to make sure you stay profitable.

Mike Indigaro:  Yeah, and if you want to build a brand, just don't do these things. Think about your customer. If you're building a brand, you want brand recognition, you want repeat customers. Getting a few extra bucks out of your customers or make your prices regular 20 bucks, and then you raise it to $25, and you put a $7 discount like that's not ... your customers notice these things. There's tools out there like camelcamelcamel's line. Honey is another one that tracks prices on Amazon and they can see you changing prices. So I always try to think about keeping the consumer in mind and making the experience as seamless, and as easy as possible, and make them want to come back to buy your product. Don't make them feel like sketched out to buy your product because it has a 90% discount.

Andrew Maff:  Yeah, and especially it's almost near impossible to claim your premium brand and then have like a 75% off discount. That's not premium. Premium is you're paying for the brand. You're paying for a quality product. You never see Apple or some of those like Beats, like the bigger ones that have these massive brands out there. You never see them discount their stuff. Yeah, the older models, the price gets reduced because a newer model came out, but you never see like, "Hey, for this weekend, 50% off iPhones." They're never going to do that. So, this is a big one. So this is a pretty much what I see as the main thing that is going to affect your conversion rate. So, imagery, I find a lot of sellers really struggle to accept the fact that you should invest in good imagery and good quality video and everything you can for your product. Your product is an asset. Your business you're trying to build into a giant asset that I assume, ideally, one day you can get acquired or merge into someone else.

But showcasing what it is your business actually does is incredibly important and if you do it half-assed, no one's going to want to buy your product. It drives me crazy when I come across a listing and it's a very low definition picture or it's a small picture, which I've seen happen a lot. It's a decent definition, but it's really small. When you click on it to zoom in, it doesn't get any bigger because the file size was like 300 pixels. So incredibly high-definition imagery if you can. If you have the ability to do 3D renderings, they work great. Foods, this example I have here was a client we worked with protein bars, so it worked out fine, but actual pictures of real food like popcorn, or chips, or something like that, doesn't work out that well, or apparel 3D renderings don't work out that well. But if you have like a hard good, 3D renderings are beautiful.

You can put them into any situation, obviously, the next one here I got is lifestyle photos, but the 3D renderings, you can put them in a lifestyle photos but showing the consumer in there ... we say this around here, we probably shouldn't. But in their natural habitat, actually utilizing the product where they would use it. So if you're selling a sport watch, you're not going to want to show a guy in a suit, you're going to want to show someone riding a bike, who's actually wearing the watch or something along those lines.

Mike Indigaro:  Andrew, I was add to that. I mean, that's exactly what I was thinking about this whole time is like put your target audience in the lifestyle image. I actually am trying to find it. I know Joe came across like a protein powder listing probably about a week ago and it was like a guy holding protein powder, sitting on a bench. It's like this guy is trying to have this product to be physically active, and to gain muscle, or be more healthy and he's literally sitting on a bench or a couch. I can't remember which one, but yeah, think about ... put your target audience in the lifestyle image like who's going to use this product, who do you want the consumer to think about using that product and let them relate to it. You don't want to have a mismatch in, in the the product being advertised or marketed by someone that wouldn't actually use it.

Andrew Maff:  Yeah. So the call-outs here and the infographic, so this is kind of where I solidify the comments earlier of keeping the titles and the bullet points of product description straight into the point. If you bulk out those bullet points, or have a paragraph for a title, or anything ridiculous, no one's going to read it. So, if you actually take out the important information and put them into the product imagery, straight to the point like this one, for example, was calorie, protein, things like that. For bed sheets, you're doing like thread count is this, this, and this.

You're getting straight into the point, the actual information that you want the consumer to have, go through your reviews, see what all the complaints are, and if it's like, "Oh, this cup didn't come with a lid," or something like that, you should have a call-out in one of your pictures that says like, "Lid not included," or something like you should be in there, getting straight into the point about exactly what they need. Most shoppers are visual shoppers. The first thing they're going to do is they're going to go and search, they're going to look at the title really quick, and look at the first picture and go, "Yeah, that looks like something I want." They're going to click on it, then they're going to vaguely glance at the bullet points. If they're massive and bulky, they're not even going to bother reading them. They're going to click on the imagery and they're going to skim through them and see what's in there.

So if there's important information that's in your bullet points, you're going to want to make sure it's in the imagery, too, because they're probably not going to read the bullet points. So, having all the call-outs, infographics, all the important information in your imagery is incredibly important. Obviously, making sure all of that is mobile-friendly is also a very important role here. A majority of sales now on Amazon at least start on mobile, or they also finish on mobile. So not being mobile-friendly is just not ... it's not even a thing anymore. Google, I think it was last month, came out and said that they're indexing the mobile site first before they index your desktop site. Everything is clearly going mobile and you have to make sure all your images are mobile-friendly.

Some people don't even know that you can actually click it and zoom in. so you want to make sure that the picture itself as it sits on your phone is legible and easily read so that they're willing to convert faster. In the video, of course, for those of you who may not know, video is now open to pretty much anyone who's got their brand registry. If you go into the enhanced brand content area, you can submit a video. It doesn't go into your actual enhanced brand content. It actually goes into the listing imagery. Having a video of your product is great. Obviously, if you can get some kind of cool commercial thing and you have the funding to do that, that's fantastic. If not, there are companies out there and we've started to it now, where you can actually just take the product, stick it on a little roundtable thing, spin it, film it, and then that way, they can see like a 360 visual of the actual product. My wife is a great example. I literally just sit at home and I watch her shop.

She loves it because she gets to shop. But she is like the stereotypical consumer with how she shops. The other day, she was looking at some dress, she needed for something she's going to. They had a video on it. I caught her just watching the video and it was a white background, girl wearing the dress, and she was just kind of spinning, and then moving side to side, and it showed you like how flowy the dress was, and how it fit her, and all the stuff. It was very simple. There was nothing else to it. She immediately thought, "Oh, I love the way that that dress flows." Of course, she ended up buying it. So, having the extra video, having that extra information in there to actually solidify the sale is fantastic.

So for this one that I put in here is a vacuum filter. All the pictures for this company was the front, but what if the back looks different, and I'm a little wary about it because maybe it doesn't fit my vacuum. The last thing I want to do is reorder it. So, this one that what we had this client do was it just rotated so you could see the entire thing. It just completely helped on a conversion rate side.

Mike Indigaro:  Yeah, and I've seen videos to be used in the sense of helping consumers understand who you are and how you represent your brand. A good example of this is at Teikametrics, we work with a lot of brands that have been on Shark Tank, received investment from some of the Sharks, worked with lots of Mark Cuban companies. A lot of those brands are using the video now to showcase their story, which historically, a lot of people try to stuff that into this description. After they talk about the product, they're like, "We're Shark Tank brand," blah, blah, blah, blah, blah, and they had all this content at the end that no one's reading. Now, this gives them a platform to be able to differentiate especially in a category that maybe overly saturated having investment from Mark Cuban, or having this unique value proposition. Our back story maybe important to consumers in deciding to pick you versus a competitor.

Andrew Maff:  Yeah. So imagery, again, don't have a ton of copy, just bullet points, straight to the point, don't have a paragraph, don't just take a picture of your ingredients' package which I've seen done before. No one can read that. I can't even read it on the box itself. Don't have information directed your website, or a phone, or an email. That should be a given. That's against Amazon TOS. They will suspend you for that. I've seen that one. Small, low definition images, which I mentioned; poor grammar, which I love coming across, spelling errors in listings, I see it all the time. And then limited images, this was one I found. This actually wasn't the sardines one from the last webinar I did. The last one, we decided like, "Oh, you know what, let's tear apart a listing live if you're willing, let us do it." This guy sent me sardines and I started laughing.

I'm like, "Oh, all right, this is a good joke. I should have expected this." We went through, and he ended up messaging me, and be like, "Hey, that wasn't a joke." I was like, "No." So, I laughed at that. It felt bad. This wasn't his but I had to do a sardines one to find it. So, this was, I think, it's one picture. That second picture is just someone holding it. So you can see the sides like have some pictures, take a picture of the side, zoom in on something, take a picture of the back, there's a ton of stuff you can have pictures up for. Having one or two pictures is not going to get you sale. EBC, so, this one ... What did you say?

Mike Indigaro:  I said or even just having a photo of what the sardines look like, that would be helpful.

Andrew Maff:  Yeah, really. So EBC, so we got another poll here. I'm a little interested to see who actually has their enhanced brand content up and running. So again, if you're listening to this and now watching it because you have a song in the background, I just added a poll in case you can't see it. But really interested to see if who's got enhanced brand content or A+ content, who has it up, who's enjoying it, who thinks they have it but it's not working, or they don't have it for various reasons, which we'll kind of touch on here. But enhanced brand content, when it's done right, it should always work. So, there's no reason it should hurt you. If it's hurting you, the chances are that it's something on the EBC that you did that's kind of throwing people off.

A year ago, we attended a conference and the big conversation was like EBC is not working for me. When we went back to see why that was causing that issue, we looked into it and it was really the exact same problem that we've been speaking about all day about excessive, unnecessary, and lazy content, like just long paragraphs of copy, bad imagery, and things like that. So let's wrap this poll up. So, 42% of you said yes and you have it. That's great. Good for you. 19% of you, "Yes, but it's not working." So not working could mean either, A, it's hurting you, or B, it's not done anything. So, it could definitely be an issue with the EBC. Hopefully, we'll give you some point to share, it'll help. 35% of you, no, but you'd like to. I can help. We'll deal with that later.

EBC, so this is a fantastic place for you to showcase more of your imagery and showcase more of your brand. This is, obviously, there to enhance your brand. So I had mentioned earlier, the average consumer, they search for a product, so they come across in the search term, in the search results, they see the picture, they look at the title, they click in. They then glance your bullet points and then they start going through the images. And then they go to scroll down because they want to know what the reviews say. The reason the enhanced brand content works so well is because it catches them before they get to the review, and then it catches them on their way back up from the review. So this is the place where you can showcase your brand and make it look its best. Having a ton of copy, having stock bad imagery, having low-definition imagery, having ton of grammar errors, that is going to hurt your conversion rate.

Having extremely high-quality imagery, extra call-outs, extra infographics hit every single thing that you think the person could ask about, that's what's going to help here. So, the ones we did here, these are just a few of the clients like we've done in the past few months here. So, the one to the left was a bed sheet company we've worked with, where to be honest, that first module at the top, the darker gray one is not the most mobile-friendly thing in the world but we tried to get as much information there as we could. The rest was all set up fine. So, a few things that you might want to keep in mind as you're doing these, the next modules down those for, those on mobile will actually stack. So they'll go on top of each other.

So you can kind of play with that if you know how to do it with design, where you can actually kind of make it look like it's one giant picture or anything like that. But keeping those all mobile-friendly is definitely very important, obviously, because of what we spoke about earlier about being mobile-friendly. But having it really image-friendly, have it stand out, have it be bright, bold colors, have it match your brand, it should look exactly like your product images. Your listing should look like you own that page, not like Amazon threw up a bunch of crap about your product.

Mike Indigaro:  Yeah, these look good, Andrew. Yeah, the one thing like I would note just in looking at all these is that, I mean, they're consistent and the branding across, I mean, the one on the right is a good example. It has a theme. It has a color palette. I think you see people out there try to figure it out themselves and piece together enhanced brand content. I mean, this is why agencies like Seller's Choice exist is like higher professional let someone that knows branding go through it because it makes all the world of like going through, it just instills more trust in the brand, it tells the complete story. So, yeah, that's my shameless plug back to you. But I think it's super important. Those are the things especially, again, you have the option to be a seller or a brand. Do you want to come on to the platform? Do you want to just sell through? Totally fine. But if you want to build a brand, these are the things that you need experts to help you out on.

Andrew Maff:  The way we look at the differences between like you just mentioned, the differences between a seller and a brand is that a seller is in there to just transact and make their money, and then get out, and they run that huge risk of one day Amazon suspends you and you have nothing. A brand, you're focusing on building your business into an asset. If Amazon suspend you for whatever reason, at least you have a brand that you can diversify, go to your own site, go to other marketplaces but that's a whole another webinar. So this is an example of like ... this is enhanced brand content I come across a lot, where people go, "I have enhanced brand content but it's not working." Nine times out of 10, it looks almost exactly like this.

So, its stock imagery that you pulled off Shutterstock or some stock photo place and you just had a bunch of paragraphs and content in there that no one's going to read because this is a visual place for you to showcase things. I usually try to pressure our designers to just put as little content there as possible. I want no content. I want just imagery. I want it and they're laughing at me right now. So this was one where I came across like, "This is a great example of one that might hurt you." It looks lazy because it's just stock imagery. If the person ... who's EBC this is, is on this webinar. I am sorry. I don't look into who's these are before I post them, which I guess I should block those out in the future, but here, well ... Mike had nothing to do with this just so you, guys, know. Don't blame Mike.

Like I'd mentioned, poor quality imagery, poor content, poor grammar, random stock photos, ton of copy, it just doesn't seem to work very well. Storefronts, so this one's a little interesting. This helps your conversion rate when you're driving traffic from off Amazon to Amazon or if you're using Sponsored Brand Ads instead of Headline Search Ads, which we'll get into those. But having a custom storefront is Amazon's way of competing with the Shopifys, and the Magentos, and the WooCommerces of the world and getting sellers to a point where what if we can have their website on Amazon, and Amazon becomes the internet of e-commerce. They want to get to a point where if you want to buy something, you go to Amazon. Whether you go to amazon.com, or whether you're driven to amazon.com/campuscolors, or /+center or whatever you're using.

This is your place to brand yourself. This is your place to basically have fun and do whatever you want. They have all these different modules. You can set everything up how you want. You have the different menu items so that you can sort everything. So, this really helps drive your conversion rate for coming off Amazon, or doing the HSA ads, or Sponsored Brand Ads. This really helps solidify by the fact that the page they land on isn't a normal Amazon listing. It's a cool place for you to showcase all of your products or even if you just have the one product, it's a nice place for you to have some extra branding and some extra customization to it. The more you can differentiate yourself from the way Amazon looks, the more they'll feel like, "Wow, Amazon gave this brand like their own website. They must be really legitimate." They end up going to purchase. So we've seen very improved conversion rates from using in the HSA ads, or Sponsored Brand Ads, or driving traffic off Amazon, which will get in the HSA ads. Mike, this is you. This is yours, buddy.

Mike Indigaro: 
Yeah, yeah. All right. So I want to add advertising strategy. So, a lot of what we do at Teikametrics is technology-focused and helping you do a lot of things that would require you to manually do it like downloading search term reports, changing keyword bids. A lot of what we do in addition to the technology is actually coaching around, like what strategies should you have in Q4 is this presentation is about improving conversion rates but it's actually a really good time to talk about advertising in the realm of Q4, and that sales are going to be increasing. I used to work for Deloitte and Touche. Deloitte, yearly comes out with their forecasts. They're forecasting 17% to 22% increase in e-commerce sales in 2018 compared with a 16% increase in 2017. E-commerce sales are expected to reach $128 billion to $134 billion during the 2018 holiday season.

A lot of that is going to come from Amazon, and more specifically, a lot of that is going to come through your ability to advertise effectively. I mean, Amazon will start sending out their emails, double your bids, double your budgets, and there's going to be a couple of strategies that I want you to think about. Certainly, the first is create campaigns for all new products. Of course, you've got to have these products that have replenishable stock and inventory to resell. But you want to create as many campaigns so that you can boost these products' ratings. You want to get them in front of the consumer as quickly as possible. Be sure you have the best and most updated content for both new and existing listings. So before you even advertise, you've got to do everything that Andrew just walked through. So bullet points, title, imagery.

Think about advertising. So you have sponsored products, you have sponsored brands. You're paying for higher placement than you would be getting organically. If you're paying for that placement, make sure you're getting the most return for it. So make sure you're driving the most qualified traffic and it's going to convert. Start thinking about sponsored brands. This was formerly called Headline Search Ads. What you want to do here is submit your campaigns early in the month to really open up the funnel. So sponsored brands will connect to your storefront, they can connect to individual product listings, but it is a top-of-the-funnel activity. To be able to do this effectively, a tactic that I would use is taking your highest converting search term data from sponsored products and advertising it in using those keywords for Sponsored Brand Ads.

And then lastly is keep your ads competitive. What I mean by that is continue to increase your bids, add new keywords, use automatic campaigns as a way to take out search data and move it over to the manual campaigns. So, sponsored brands dues, Andrew, yeah, you want to run through this, and I can add a couple of notes I've got on my side?

Andrew Maff:  Yeah. So the sponsored brands, obviously, setting these up, we've seen significantly improved conversion rates just because they search for something and you're bringing them to a ton of similar options as opposed to just targeting for one specific product. So, these tend to work very well for broader keywords as well as exact match keywords. So like Mike had mentioned, take that data that you already have from sponsored products, put them in the sponsored brands and you're definitely going to be able to see an increase conversion rate because you're showing them all the options. So one of the problems that you have with the sponsored product is that ... so this top example we have here is these covers for airpods. They have multiple different colors.

Well, a sponsored product ad is only going to show one color. This shows the fact that they have multiple. So this is going to drive that traffic to the listing where you have the option to purchase multiple colors. You may have missed that sale prior because they didn't know that, "Oh, I wanted a teal one, or awkward, I don't know colors. So, having that option and showing like different colors, or in the case of the collegiate apparel down here that we have like, "Oh, here's a ton of different stuff that we have related to Harvard." So, giving the consumer different options makes them feel like, "Oh, this is all of the airpod covers that Amazon suggests, so I'm going to go there, or this is all of the Harvard Crimson gear that they have, so I'm going to go there." So, directing them to your storefront, we always see it works the best in most cases, not in all.

The one at the top here where you have just a bunch of variations, it's not going to do too much for you by driving them to your storefront. It's not going to hurt but it is just as beneficial to drive them straight to just a standard landing page or listing or whatever you can do there. If you have an amalgamation of different stuff, so grille parts or NFL team apparel, collegiate apparel, things that there's a ton of but it's all the similar category worked very well. We always suggest like using Tyson copy, like give a quality about it, like one of the top here, they used best gift for airpods, which is perfect for this time of season. For the collegiate apparel one, we need high quality. It was just a matter of giving a little bit.

Just don't overdo it. This isn't a car salesman. This is just a matter of giving them a little bit extra of being top-of-the-line Harvard Crimson gear just that little bit of extra, but just don't overdo it. Sponsored brand ads will give you ... this is the only ad type where you can actually creatively test the sponsor products. When you create that ad, it's just pulling your product detail page in that main hero image. Sponsored brand ads, you have the ability like right on these two examples. There's four areas for placement. You have a hero image and then three other product images. I mean, be creative. Run tests to improve performance. I would do this at caution and only changing one variable at a time.

Don't come in here one week and change all four of these images, but maybe change one image, maybe change the Filoto airpod accessories. Best gift for airpods, change that to a different text strand but do make just one adjustment at a time. Time frame to review that, I typically suggest two weeks because sponsor brands has a fourteen-day attribution window, you want to give the full 14 days to see if someone came in they saw your ad on day one that they have up until day 14 to actually purchase that product to get that attribution. Random grouping of products always threw me off. I saw those a lot.

You're there, you're more of a seller than a brand, you're there to transact, you have 1,520 products, and none of them relate to each other, and they still have a headline ad for them. Those absolutely never work. You just end up spending a lot of money for that. Over-exaggerating, a lot of times Amazon will actually not even allow you to put stuff up like that, but best is something you can't use or "only." I've seen people say "only option for," you can't do that. Over sales-y copy, which I mentioned of course, poor grammar which is always fun to come across, but it's not fun for it to be your actual listing.

Sponsor product ads, yeah, what you want to do here in a really improved conversion rate is target campaigns and increase aggressiveness, specifically around Q4. Create campaigns to target holiday search terms. This is a good example for holiday-specific goods. Another example of this is there's lots of guidance around campaign creation. There's not a one-size-fits-all model, but really what you want to do is think about how your customers are shopping. We've started to see a lot of success in breaking out campaigns by target audience and having branded keywords and a separate campaign, category keywords and a separate campaign, and then competitor keywords in a separate campaign.

That will allow you to target different audience segments. Actually help you measure and monitor goals. There's going to be various costs associated with every keyword that you're bidding on. As a brand, like, if I'm Nike and I'm bidding on the word Nike, that's probably going to have a lower cost than if I'm bidding on, let's say, Under Armor to try to drive traffic to a Nike listing. Think about segmenting your audience ensure that majority of your products are being advertised. Customers break usual shopping habits during holiday season, IE, BFCM, Black Friday Cyber Monday, that whole chunk there.

I'm pulling up a stat here that I came across from eMarketer the advertisers spent 195 billion dollars worldwide on online ads last year and that number is expected to grow to 335 billion by 2020 so just in 2018 in 2019 you're going to see $25 billion to $50 billion in growth. Double down on advertising, use campaigns like the automatic type to track changes, collect new search terms. That's going to be informative for the next year. Automatic campaigns are always going to be helpful to understand how your shoppers are trying to find your products. And then I mentioned taking that data, using it for sponsored brands. Additionally, you can take that data and create your own keywords.

Instead of using some of those free keyword tools that exist out there, build ads that target your customers. Your customers are telling you what you want. My thing that I always stress to brands and sellers is Amazon advertising is one of the most powerful tools because it's the one area that Amazon gives you ownership in and that's owning the actual customer search term, right? You don't have address. You don't have their email. You can't re-market them. But what you have is their intent and you have their ways in which they're searching for your products. Take that data and create ads that focus and point right back to those customers. All right, last one. Number 10, so targeting the correct audience, which obviously might just tugging on.

When you're doing PPC ads, one thing that we always try to track is your comparison of your click-through rate to your conversion rate. If you have a bad click-through rate, so you have a low click-through rate, and you have a high conversion rate, you have a good listing and you're targeting the wrong audience. You're spending a lot of money most likely and you're hitting the wrong audience. If you have a great click-through rate and a low conversion rate, you have a listing problem. You're driving the right audience, the ad is hitting the people that you want it to, but for some reason they're not converting, that means they're getting to your listing and something's going wrong, as opposed to the opposite.

You want to know what your click-through rate is you want to know what your conversion rate is, that is exactly how you can track your PPC campaigns. A lot of people will fight with their A cost. They'll go "Oh, my A cost is too high," or "I'm spending this much and we're just not converting," and, this, and, that, and you're just not tracking the correct KPIs. If you're looking at your click-through rate versus your conversion rate, it will tell you what's wrong. You'll go, "Okay, there is a problem with my keywords my PPC" or "Okay, there's a problem with my listing. It's usually very clear-cut so what you want to do is you want to focus on the successful long tail keywords. Just like Mikey mentioned, you you got to keep the automatic campaigns running.

They're going to continue to give you more keywords that you weren't thinking of running before, and then you're just going to turn those into an exact match or a phrase or broad or however you want to take that approach, and you're going to have more and more that you start to go down and you start to really hone in on exactly who you want to go after. Targeting the right audience comes down to just getting more data using longer tail keywords and going after people who are searching specific things so that you can convert more often. The more you get it, your conversion rate up, the more Amazon is going to grow your organic side, so the more you're going to be able to spend on PPC, and it just becomes this cyclical snowball of success. Flywheel.

Mike Indigaro:  Flywheel.

Andrew Maff:  Yes, exactly. Really broad keywords don't work. Cup, don't do that. I've seen that way too many times. Yes, I know you want to get your ... If you want to do that and you wanted to do a broad match or you want to leave that keyword running in your automatic campaign, just keep your bid really low so that you can get a ton of traction and then you can learn which new keywords you are actually converting for. But having incredibly broad keywords like that, you're just going to end up spending an arm and a leg on, and it's going to throw some of your data off, like I mentioned, ignoring your PPC conversion rates, and then spending too much fighting on competitor search terms. That one I put in there, that's personal preference there.

I'm not really a fan of, yeah, I want to target this percentage cost but I'm willing to do this percentage cost if I take it away from my competitor. To me, that's only worth it if you have a consumable where getting that customer means a lot more because they're going to purchase from you again in the future, but if you're doing it just to be condescending and to get that sale from your competitor, they don't know that you got that sale, so that's really just for you. My suggestion is not to spend too much on taking that sale away from your competitor, and focus more on getting those other customers unless you have a long lifetime value of the customer. Mike, you may disagree with that.

Mike Indigaro:  No, I actually couldn't agree more on how you positioned it. I mean, I know I talked about, like, setting up campaigns based on audience, but yeah, it's your point exactly. That is a strategy that's long-term. I think of advertising in an offense-defense scenario, so defensively. It is a good way to go after competitor search terms in the right scenario, so again,  the best example I have is Nike, and of course if I'm Nike, I want to be able to steal sales away from Under Armour because the someone slips their foot into an Under Armour shoe, what are the chances that they're leaving, because they have such a great product. That's how I would think about it. But yeah. totally agree on how you think about it as well.

Andrew Maff:  That that wraps up our webinar here. I sent out a poll. I would love to know what everyone thought, but I hope everyone is ready for Q4. Good luck to everyone. Mike and I here have a couple things. Mike's got a fun little drawing out here for Flywheel. I'm going to want to show you, guys, this and I don't know if you can see while this poll is going. I'll talk and then I'll take the poll back. We got an e-book for you guys. Obviously, we're not optimizing the Amazon listings. Obviously a lot of the stuff we just went through will be on that e-book and then if you want, feel free to Mette. I'm willing to do you know a nice fun listing teardown.

It's usually very entertaining. So go to Seller's Choice that agency slash giveaway and use the password Amazon listing so I know you guys came from here. And what I'll do is also tell you, guys, and we'll just dig through your listing. Just bear with me because I can be pretty blunt if I don't like them. The 91% of people said it was awesome, 9% of people who said, "Eh, it was okay, 0% of you said "Not what I expected." So the 9% of people who said "Eh, it was okay," I would love to hear what else it is that I could tell you or if you have questions that I can help with before we wrap this thing up. But, Mike, I'll let you tell us a little bit about this flywheel demo you got here.

Mike Indigaro:  Yeah, well, first-off, Andrew,-thanks for thanks for having me. It's been great getting to know you in Seller's Choice, many more to come here, and for the audience thanks for listening to what I have to share. I'm always available to have these conversations offline and meet up in person. Find me on LinkedIn, add me, as a company, I earlier shared we are launching our new product Flywheel, which is really taking your advertising to the next level. And again, this concept of Flywheel is, you know, helping you build ads, increase sales that are going to reviews and build sales rank. It's going to help increase more organic traffic. That means you get more data.

That means our Flywheel data science team has all this data to help lower cost, improve ads, and then the cycle skips over again. Our technology is available if you want a demo of this, you can go to go.teikametrics.com/flywheel/demo, or if you want to sign up for a treat, free trial of our sponsor products optimizer tool to help you optimize your ads heading into Q4. Visit teikametrics.com. Send me a message, reach out on LinkedIn but, yes, Andrew thank you so much. This was super-fun, and yeah, I got to hear myself talk for a little bit, which is also always fun to do.

Andrew Maff:  Yeah. Thanks, Mike I appreciate it. Big thank you to everyone who came out to. This one ran a little long so we didn't have time to get to too many questions. Like Mike had mentioned, reach out to him on LinkedIn. I'm there too, pretty much everywhere on social. Feel free to reach out if you guys have any questions I will get the replay out of this video as soon as I can. Usually within the next couple of days. I'll have the slides out and everything for you guys too in case you guys want those. But big thank you for everyone for joining us. Obviously, Mike, thank you so much for doing this with us. Good luck to everyone in Q4, and if you ever need any help, free to reach out but I hope you guys make it. Good luck. See you guys. Thanks, Mike. Are we going?

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