Shownotes
Smart guy with a lot of experience. Real everyday experience. Running advertising on Amazon you can almost use the “Dog year” conversion formula. 3 years managing ads on Amazon equals 21 years of effort! PPC Ed as he is often called really breaks down the types (Yes there is more than one way ) of ads, best practices and really the right questions to ask your team or agency to see if they are doing the best for you. Learn all you can and take action! The key is : Do not set it and forget it! Reach out and see if they can help here: I want to find out about managing my ads.
Mentioned:
Sponsors
SPECIAL OFFER FOR MY LISTENERS ONLY
Gaye’s Million Dollar Arbitrage List
Tactical Arbitrage – Get an 18 day free trial with code: “Tactical”
Freeeup– Save 10% (forever) and get an instant $25.00 voucher for your first hire.
Transcript: (note- this is a new tool I am trying out so it is not perfect- it does seem to be getting better)
Edward: [00:00:00] But auto targeting campaigns or a gold mine like they are so awesome because first of all, they wanted to talk a few moments about some sponsors scope from seller labs. Um, when’s the last time you created a listing? Right? And when you create that listing, you’ve got to come up with the keywords, right? It’s all key word dependent. I don’t care if it’s a private label or wholesale. You’ve got to get it right. Well, what’s the best way to get around if you’re selling a similar product that’s really successful, you go and you take and use their keywords and that’s what sculpt does for you. So phenomenal tool brought to you again by sellerlabs. The leaders in technology when it comes to Amazon, right now, they are just crushing it with all their products, but scope allows you to get that listing right. Get ranked for those key words as fast as possible.
Stephen: [00:00:51] Therefore you get the sales. So go to [inaudible] dot com, forward slash scope. Use the code word momentum. Save a little bit of money, get some free key words to test, try it out and see if you see an improvement. If you don’t adjust, what’s cool about what I love about a seller labs is that you then message and say, Hey, I didn’t get this right tyler. Hey Jeff, this isn’t working right. What am I doing wrong? And Boom, you’re going to get the help you need and that’s what you’re going to get from solar lamps. And, and it’s a very special group. Had been very. I’ve been very fortunate to be connected with them. And again, I look over time they’ve delivered every single time, you know, same thing I can say for Karen from solutions for ecommerce. I mean, she’s been carrying my account for a couple of years now.
Stephen: [00:01:33] Um, and our account, my wife and I, and she really does handle things for us. Um, I mentioned, uh, just last week we created a new listing with, I forget how many variations, but again, all the flat files uploaded done as I needed. I pop in, so she’ll send me a template, I pop in some information and then boom, it’s handled await. These pictures weren’t done right, blah, blah blah. This upc needs poom modified adjusted. And again, the communication has been phenomenal too. I get an email back saying, hey, this was done or this, you’re missing this Steve. Hey, you got to do this. So you know, we have those challenges too. And that’s why I like working with somebody who’s been doing it. I’ve been doing it for a long time to do, you know Karen also does listings for Ebay. Yep. Lots of them. So if you want to build out that channel, which of course you should skew for, you should be selling everywhere.
Stephen: [00:02:21] You can, um, Karen can help you with that too. So you gotTa tell her I’ve sent you. So you’re going to go to solutions four ecommerce forward slash momentum. You’re going to save 50 bucks every single month. You gotta save that $50, but more importantly you’re going to get an inventory health report. Um, did you just get hit with monthly longterm storage fees? Well guess what? If you haven’t, they’re coming. You want to get that inventory right and she can help you with that. You gotta tell her I sent you again, solutions, the number for ecommerce forward slash momentum will get you into that. Save the 50 bucks. Get that inventory health report though. That’s really, really important. Get that going right away and I don’t want to miss my coach when it comes to retail or online or when I have a question and I do not that we don’t, we don’t really do much of it anymore, but when I do have a question, I go to gay lesbian because why?
Stephen: [00:03:07] Because she’s really. She is a coach. I mean she’s really phenomenal, but she also puts out a daily list and you’re going to get that list five days a week. You’re going to get tons of leads. The number of, uh, agreed to amount that you’re supposed to get. She, she usually gets to those in the four days and then the fifth day seems to be a bonus most of the time. Phenomenal Group, small amount of buyers where this list is going to. And the best thing is the nuggets that you learn. Hey, why is the red one better than the blue? One? Gaye can help you with those questions. I saw. Hey, I got, um, I got to the dreaded letter about a brand. Here’s the, here’s the way you approach it. Hey receipts. How do you, what’s the best practice? I saw her leaving instructions, teaching me the accountant how to do a better job with it.
Stephen: [00:03:52] And it’s phenomenal. So it’s Gaye Lisby made a million dollars selling. Um, I’ll have the link in here. You’ve got to use the my link and it does help me. I don’t want to say it that way, but um, it’s part of amazing freedom with Andy Slam into Iran, Hirsch corn. And Nate’s layman’s. So you know, you can trust. Okay? So come back to the website, take a look at it, and you will get a savings. And you can get two weeks free right now. Only through my link. You get two weeks free, try it. You don’t like it? I get it back off. But right now is the time to make money. Get cash flow going right now and so join you. Get two weeks free. The only way you’re gonna get the two weeks for these. If you use my link, it’s on this episode. Come on out and give it a try.
Stephen: [00:04:33] You will not be disappointed. Again, you’re going to see me in there, so reach out if I can help you too. Let’s get into the podcast. Welcome back to the ECOMMERCE momentum podcast. This is episode 348, Edward Ruffin. Most people won’t know him by that name that you might know him by Ppcn or a Ed from a seller labs, and this is all going to be about advertising, so if you’re bored to death listening to advertising stuff, I’m going to bore you some more, but what I’ve asked them to do is to really go through and talk about it. I think in a way that I understood and I. that’s my frame of reference. If I can understand it, I’m sure every single person listening to this can understand it, and so that’s. I try to break things down to make sure that I got every single word that he didn’t go glossing over me and I don’t feel like he did.
Stephen: [00:05:19] I think he did a really, really strong job. Um, what’s cool to me is that he’s been there three years and you’d be like, oh, he’s a young guy, but three years in advertising on Amazon means that you’re a warrior because some of this stuff is only been started in the last year to a whole bunch of it, a whole bunch of what’s working is really been started within the last year or two. And so we’re getting an expert who’s been doing it. The other thing to understand about Edward is a, he runs a whole bunch of campaigns, like a lot of campaigns for some very large sizable companies. You want to go check out several labs.com forward slash ignite and you’ll see a couple of companies in their wish coffee, Vermont, Teddy Bear. And there’s other ones you know. So these campaigns are run by these guys and they know they’re doing it right, right.
Stephen: [00:06:06] And so what you get the benefit of is you get to hear what’s working, right? I asked for best practices, so he’s going to talk about what’s working now we don’t get into specific client stuff, but it, you know, the inferences. This is what’s working. And I just think that that’s powerful. I’m always saying go best practice, you know, if you’re going to do it, might as well do it right. So really, really strong. Let’s get into the podcast. Alright, welcome back to the commerce momentum podcast. We’re excited about today’s guest because it’s the time of year that I think we need to not really get back to basics because this is definitely gonna be a little more advanced, but it’s definitely how you can take what you’re doing. So let’s assume you’ve already sourced your product. Hopefully by now you’ve got your product in where you’re getting your product and you have a plan to get that product into Amazon.
Stephen: [00:06:50] Right? And we’re specifically going to talk about Amazon, but I imagine these would apply semis to like an Ebay or your own website especially, uh, especially a shopify store. But you’ve got your product in and now you’re sitting there saying, okay, how do I maximize my sales versus my competitor sales? How do I get found when I’m in a broad category? I still want a gift category, for example, how do I get found in there when I’m selling against all these other types of gifts? And so we decided to bring in an expert, um, they call them PPC at Edward Ruffin from sellerlabs good friends and they are sponsors on my show. I understand that, but this approach is really to help you. I’m really benefit this, that effort. You’ve done all the work you’ve gotten it in and again, we’re now ready to take it to that next level.
Stephen: [00:07:35] And so I’ve asked a seller labs to send their expert, Edward. It’s Edward Ruffin. Um, and I’m very, very excited, very fortunate to have him here. Welcome Edward. Yeah, thank you very much. Very excited to be here. Really excited to talk about advertising. That’s definitely what I do all day everyday. And I love every second of it. Hands down. Well, I’m all about best practice, um, because you know, somebody else at. Well, first off we all, we would all agree and quite frankly, everybody in my life would agree there are a lot smarter people than me. Right? And so for me, I hate reinventing the wheel because I want to tweak, I don’t want to have to start fresh all the time because it just takes so long to get caught up. And in today’s Day and age, um, I think, I think that’s why I like your company and I like what you guys do because it’s, again, it’s that best practice thing.
Stephen: [00:08:22] I’m always looking for somebody who’s doing it. And so you’re running a lot of campaigns for a lot of people and you’ve been doing it for several years and you know, I was thinking about this, um, you’ve been, you’ve been three years there, correct? Yeah. Coming up on three years. Okay. So three years, 100 percent of your job. Your job is this and Amazon advertising that’s been around a little bit longer than that, but there have been new ones that have been introduced in your timeframe. Correct? Right, yeah, there’s been some, you know, newer methods that have come down the pipeline or ones that have become more accessible to people, uh, such as, you know, the headline ads and you know,
Edward: [00:08:56] of course ams has been there, but there’s just different methods and the way it looks now is a little different too, so it’s always developing and changing sometimes month by month and you have to be ready to kind of, you know, just roll with the changes and learn them as fast as possible and learn how to use them effectively for all your products that you’re offering. It’s, it’s like an Abbott Adaptation. So you’re like a pioneer to be honest. No, it’s just because you’ve been in it and you know, all of us who do it and we, I run edge but we give it x percent of our time. I mean that’s to be fair, that’s true, you know, because I’ve got to source products or in my case I’ve got wholesale coming in or I’ve got bundles or I got some private label, I’ve got to do all those things.
Edward: [00:09:32] Plus we have a big merchant fulfilled. So I only have so much time to give it where you’re 100 percent, so I just want to make sure that we understand that he’s an expert at it because for three years he’s done nothing put. So let’s first, let’s first get a little bit of background, how you got to sell our labs. Yeah. So I actually, uh, I, I worked in retail for quite some time. Um, I’ve really enjoyed cells. I’ve enjoyed, you know, talking with people and I worked in technology for awhile, you know, selling computers, working on computers and I know 100 percent. I am 100 percent guilty of being a nerd a. But it got to a point where I just, um, I was kind of getting tired of the actual, just selling the product and just, you know, working on it. And I wanted to learn more about software because software is such a different field, you know, it’s way different from just selling something that you can actually hold.
Edward: [00:10:16] And I was really attracted to sellerlabs because it’s actually here in the town that I live in Athens, Georgia. And I actually had someone else who was working here and I was able to actually get an interview and right away I was blown away with the culture of the company and really just, you know, how everybody else here is kind of a nerd too. And I fit right in and I moved over to software. I started working with our labs and eventually I really worked my way into the advertising ecosystem as we launched one of our newer tools ignites and I was kind of on the Beta team for that and that was working with the kind of, the development team for building on ignite and that just really threw me right into the fire really, uh, to learn all about, you know, advertising on Amazon.
Edward: