Show notes
Some sixty percent of people go to Amazon when they shop for a physical product. If you have one to sell and you're not on Amazon, this episode is for you. In today's product market every seller has got to learn the Amazon ecosystem. Today's guest is the person to turn to when looking to save, grow, and make more money on Amazon. Michael Zagare was doing something he hated for many years. He was ready for a change and finally sold his Physical Therapy practice and began dabbling in internet sales. Amazon FBA was a great fit. Mike now owns PPC Entourage and runs his own profitable Amazon business. PPC Entourage is an Amazon Seller software that analyzes all of your sponsored advertising data and then optimizes everything for you. Today Mike shares his insights from his own selling experience and from helping countless Amazon FBA sellers. Episode Highlights: When you should start optimization. Finding a niche in the marketplace and breaking in. Organic rankings versus paid rankings. Lowering ACOS with optimization. Your average ad spend. How to go about optimizing a paid spend. Sifting through the search terms in order to fine-tune your listing. How much data is needed to draw a good conclusion on a product's optimization. What to look for in opportunities to expand through optimization. Creative tips and strategies to use for sponsored ads. What Amazon sellers can implement today in order to start optimizing. Ways sellers can protect against the competition and dying out. Continual product development and brand building. The importance of the intellectual property portion of your products. Transcription: Joe: So, Mark back in the day … I could say that now because I have gray hair on my chin. Back in the day I learned Google Ad Words I used to spend a little bit of money and eventually grew it and grew it and grew it and grew it. It got to the point that I was spending $50,000 a week on Google Ad Words. I maxed it out and then you know just do that on a monthly basis. And I didn't take any courses and I should have. And I didn't hire any experts and I should have. And I didn't outsource it and I should have. Maybe they didn't exist, I don't know what the issue was, it was probably just inside my head. Today there's almost too many experts and in every possible category and some of them really just take your money. But you had someone on the podcast specifically talking about Amazon sponsored ads which if … folks if you've got a physical product and you're not selling on Amazon simply because you don't think you need to … I personally will not shop for anything other than on Amazon. I will go there first. If I can't find it there I think it doesn't exist. So, I think something like 60% of people looking for a physical product shop on Amazon. So, you've got to learn the Amazon ecosystem and sponsored ads and their marketing and things of that nature. And you had Michael Zagari is that how you pronounce his last name talking about this? Mark: Yes, that's right and he is an Amazon ads expert. And you're right back in my day I don't have the same gray hair mainly because I don't have a chin … I'm sorry a beard, I have a chin. Joe: It's very revealing about how you feel about yourself. Mark: Why do you think we've stopped the video? I have no chin. So, I had Michael on and you're right back in the day it used to be that you could setup campaigns with pretty much every advertising platform. Set them up run them and take a little bit to get them up and going but today really need to be an expert in each of these categories, each of these advertising platforms. Amazon is really no different than that. And what Michael does is he really helps people. He's developed a platform that people can use which will help manage their advertising platform through Amazon. Be able to identify those keywords that maybe they are paying for and add them to this negative keyword list to be able to make their ad spend a lot more efficient. In our conversation which … it's pretty funny actually, so he actually has an Amazon store and they sell litter boxes and other cat things and they're in the video which hopefully we'll get some clips up. That's a note to our editor Chris you've got to get the clips up. His cat was literally like walking around all over the chair behind him and everything else so very, very appropriate. We talked a little bit about the strategies that- Joe: I want to say "ah cute" but I'm not sure if it actually was. Mark: I made a joke that we developed into cat videos here at Quiet Light Brokerage just to get more views. We got over some of the strategies that he's employed over the years to be able to get some really crazy returns on his ad spend. And I don't want to quote them off hand, we'll let you listen to this because there are some solid numbers that he puts out and some solid techniques. We really talked about some other techniques that you can do to help out with your organic rankings as well on Amazon. So, anyone that's an Amazon geek or has a business or mobile business on Amazon put this episode on. We got somebody here who's doing this at a pretty high level and very interesting as far as adding that paid portion and maximizing that paid portion to your acquisition channels. Joe: I think you know even if you think you're an expert at it and you do pretty well listening to other folks that do things maybe just slightly differently in the next 30 minutes you maybe will pick up a nugget that will help boost one of your campaigns or decrease your CPA. Mark: All right Michael thank you for joining me. Mike: Hey glad to be here, what's up guys? Mark: All right let's go ahead and start with an introduction and I'm going to let you go ahead and do that like we usually do. Mike: Sure, yes. So, my name is Mike Zagare. I am a recovering physical therapist and I always lead with that because I was doing something from nine to five that I absolutely hated for many, many years. I love that it's helping out people but it was definitely not my passion or my dream job. I'm a thorough grade entrepreneur and I think that runs in my family. And I realized that as I was going through college that this is just like not what I want to do the rest of my life. So actually, my hair is starting to fall out and I kind of went through and was a physical therapist for 10 years. I started and sold a physical therapy home care practice in that time. Thankfully I no longer have that and I can focus now fulltime on Amazon. It has been an amazing journey along the way and a part of that journey was discovering how to build an Amazon business and how to scale that business and get as much traffic and eyeballs to our listings as possible. And that's why we started working with sellers to help that as well. To help them get as many [inaudible 00:05:31.8] for as sufficiently as possible to their listings. Mark: So, when did you start your first Amazon business? Mike: So, I started in 2015 and at the time I had a bunch of … I had a homecare business and I had a bunch of losing entrepreneurial ideas. Actually, the first time I dipped into Amazon it was started off as eBay and I realized well that's not something I can do full time; it's just too time consuming it's not scalable. And then I tried to do retail and online arbitrage. And if you guys have ever heard of that, it can be profitable but I think you really have to be in the right place at the right time and I had no experience. I ended up ordering hundreds and hundreds of the wrong units on my house and completely shut down the post office in doing that. So, like I really had the energy and the intensity but it really had to be channeled in something that was like … something where it was streamlined. Like Amazon FBA was perfect for me because you get to combine value creation and creativity. Create something that's really, really great and new to the marketplace and then it's much more scalable and it's like kind of out of your hands at that point once it gets to the FBA warehouse. Mark: Sure, so with retail arbitrage you're going out and you're finding this kind of products in other places, ordering them, and putting them into Amazon FBA, right? Mike: Yeah that's retail arbitrage. And online arbitrage is finding discounted deals on sites but then the problem with that is if a lot of people found the same deal. So, by the time you got your inventory over to Amazon your profit margins were gone and then you're left with a lot of inventory. So, I just felt like the model wasn't right for me and Amazon FBA was like lethal … definitely the way to go in terms of selling on Amazon. Mark: Sure, and we've had kind of a hierarchy here at Quiet Light as far as the businesses we like to see on Amazon that we consider to be most sellable with the retail arbitrage obviously being towards the bottom of that list because it really requires that special skill in being able to find products. And like you said the problem with that is there's a lot of arbitragers out there. They are looking for all the same opportunities. Everybody has the same equal opportunity for those and it can be pretty difficult to scale that. Not that it can't be done, I've talked to some people that are doing arbitrage at a really, really high level but it's pretty hard to transfer that as well. So when you're saying that you were doing Amazon FBA are you doing private label or did you create a brand and a product? What … where would you fall on that ecosystem? Mike: Yeah, I do private label and we have a brand that we're building. We sell cat products around litter solutions. We started there and basically, we started with one product that did really, really well and we found a niche in the marketplace, made it better, and then we just were the first ones to the market. And then we reinvested all that cash into other products based on the search term report. So basically, we got into the minds of people who are shopping for our products and you can see what they're actually looking for and what they purchased and sometimes it's not always the same thing. So, we would try to find the search terms that were similar to the products we were selling and then come out with those products because we knew that there was an audience there and we knew we could cross sell. And then it steamed rolled into that okay we have a bunch of litter solutions products, why not cat toys and why not this and why not hospitality item and now we're going to health and skin care as well for pets. So, it's just kind of branching out from there and now we have a brand and we're more focused in on building that brand. We have a community manager, we have all these different channels that we're engaging people on. We're getting Facebook groups, YouTube channels, stuff like that to really build up the brand which I know when you get to sell a business I feel like this is the secret sauce that people probably can utilize. Mark: Right and I would agree that brand … being able to have a good brand set up is towards the top end of that scale, right? So, the arbitrage is kind of at the bottom end because it's really, really tough to sell those businesses. It's really tough to transfer those businesses and a brand you obviously have a protection of the brand and the goodwill that comes with that. And even in the pet space too that's awesome man. I know we don't put up our full interviews anymore, we're hopefully going to putting up some clips but your cat is literally like obviously are behind you so. Mike: Yeah, I locked him in the room so he wouldn't make any noise but yeah, he's here and he's the inspiration behind the whole thing. It was me and him. I was a bachelor when the whole thing started and he's been the … he tests all the products so he's at [inaudible 00:09:39.3]. Mark: So, we're now devolving into the world of cat videos at Quiet Light Brokerage. Mike: There we go. Mark: In order to stealth views videos. All right cool so the heart of what I want to get to let's get into like the real meat and potatoes and that is paid product placement on Amazon. And I think there's a lot that we can really talk about here. And I want to start with just sort of the basics with this. And when I say that when I think about an Amazon business, when I know a lot of our buyers are evaluating an Amazon business they're going to take a look at its organic rankings in Amazon. Obviously, you want to have good organic rankings but there's also a really big role that paid placement can take in any Amazon business and especially from a buying opportunity being able to maximize that just in the same way that we would have organic rankings and Google versus paid rankings they are a little bit different they have different flavors too. I'd like to pick your brain for it in the next 20, 25 minutes here about that whole process of paid products within Amazon. So why don't we just kind of start there … what would you describe the difference and kind of the role maybe that a paid product placement on Amazon should take in an Amazon business? Mike: So, it really depends on your strategy. If you're going and you're launching a new product and you're trying to get of the best visibility on Amazon then paid advertising is the way to do it. You can get top line visibility right from the very beginning. And that's something that we've been really doing really well is because now we have an audience and we do paid advertising and we target people from our list over to Amazon and we have them purchase but we also use the paid advertising to supplement that. We love paid advertising because it gives us massive visibility for specific keywords. And we know what people are shopping for and for those specific terms we want to dominate the marketplace. We want to have what's called the sponsored branding ad which is the very top of the ad. We want to have a sponsored product ad which is basically an ad directly to our listing. And then we want to have the organic placement and we call that the swimming the competition approach. Because now we have a lot of visibility for our major keywords and if people see you two or three or sometimes four times because on sponsored branding ads you can have your image in there a couple of times then you're more likely going to get that sale. And the way we look into it is that we make sure that our … what we call the true ACOS which is the average cost of sale which is our ad spend is about 10% of our … [inaudible 00:12:08.7] margin is about 10%. And as long as that's happening we're cool with that. We want to get as much visibility and as much exposure to our brand as possible. So typically, what we look for is what we call an average cost of sale about 40% or less and then we scale at that level. And if it's affecting our account about 10% in total then we're cool with that. When it starts to get more than that then we start to optimize because there's a lot of ways … you can spend a lot of money on Amazon. You have to know how to optimize the right way otherwise you can lose your shirt. You have so many people on that site. And there's different ways to do that with keyword, bid traces, and negative exacts, negative phrases, that kind of stuff. Also sending traffic to the right listing. There're various things you can do but there's a lot to talk about so I'm interested to get into it. Mark: Well let's back up a little bit here because you threw out a couple of numbers here I just want to clarify here. So, it's a 10% into your margins so what do you mean by that? Mike: So, your ad spends, let's say you're spending $10,000 a month and you're making 100k a month then that's 10% percent right there. Mark: Okay and then you said 40% percent of ACOS. Mike: Yeah, so if you're spending 10k a month, let's say you're spending $1,000 on ad spend then you want to make the fourth … so basically the $2,400 you want to make 1,000. That would be 40% ACOS. So, it's 400 in ad spend to make a thousand return on ad spend. Mark: I got it. Thank you. Okay so let's start with just kind of the how this all works. How do you go about optimizing a paid spend because we get a lot of our buyers who … a lot of our listeners are buyers right? They're going to be inheriting a company that has an existing paid account or some paid advertising going on. Where do you start in that evaluation process to find out what you need to do to be able to optimize it? Mike: So, you start by looking at the search term report to see what people are actually searching for and how much the bid prices are. And there's a couple of different ways to optimize you can do on a keyword level. If a keyword is too expensive and it's really not … it's driving a lot of traffic but it's not doing it at a profitable level then that's just not a good thing. You want to start to lower down that keyword bid price to get a lower cost per click. And you really want to determine how many clicks it's going to take you to get that sale. And if it's too many clicks and your average cost per click is too high then you're simply … unless there's another advantage of getting that traffic, maybe you're getting a lot of return customer. You're selling sport supplements and you got to do 100% ACOS to get them in one time and have them come back again and again and again that would be a good idea of wanting to do that. You could be a little bit more aggressive but for somebody like me who sells cat products typically about 12 to 15% of our customers are return customers so we take that into account. But we try to keep it so that it's within our 40% ACOS because of that. And you have to tailor the keywords to make sure that they're not too expensive and that you're wasting all of your ad spend on keywords that are just draining your ad spend. Mark: Okay. All right so you start with a keyword report and then you look in to see what's driving sales right now, the cost, the areas that you could drive that down right? Mike: Yes. Mark: Okay and then where would you go after that? Mike: So basically, we'd start with the keyword report … search term report and then you would also find the search terms that are really, really not doing well at all. Some of them have zero like sales whatsoever but tons of clicks. And those are the ones that you want to start to do a negative exacter phrase on so that you can start to fine tune who's going to your listing and what you're paying for in terms of your ad spend. So, we use a tool inside of entourage called negative word finder which will tell you the words that are never … that have never been associated to a profitable sale. And you find those and you can do a negative phrase match which means any search term that the customer puts in you're not going to get that exposure to your listing and you're never going to get hit again. If you do it on a campaign level your entire campaign will be sensibly shielded from any time somebody types in that word. And then negative exact is like if you could take the exact search term that's not generating any sales and you could use that as a negative exact so that's why you're not getting any exposure to that that search term in its entirety. Mark: How much … this is exactly the same process that you would use with say Google Ad Words itself like you're taking a look to see what people are searching on, the stuff that's not really related or not really driving the traffic to a site, what have you driving conversions that's within the ad words world, how much data do you think you really need before you can start ruling out certain phrases or certain words and adding those negative words? How long do you have to let it run before you can really know and draw any good conclusions? Mike: There's a lot of factors that go into it; seasonality, how new the product is, is the listing seasoned. Because you can make some decisions early on where a listing doesn't have a lot of reviews and doesn't have a lot of questions that people could ask. People could ask questions on a listing so there's a lot of factors that go into it. Typically like a general rule of thumb it could be 10 clicks without a sale is when you start to make some adjustments and optimizations and that's to a really, really good well-seasoned listing. If it's earlier on then there could be a little bit more leniency in terms of when you start to optimize but really the fundamental thing is you have to have a really good listing. You have to have a solid product. You can't just sell a me-too product that's up there just competing based on price. It's got to have a really good high value to people who are searching for it. So, if you start with that then you can really get a better understanding of when you should start to optimize. But the rule of thumb is basically 10 clicks without a sale is when you would start to do some work. Or 10 clicks with a relatively high ACOS you would start to optimize that cost per click so that it's at a better cost … the bid price is better and not as expensive. Mark: Okay so in this case if we're evaluating a business for sale and taking a look at it one of the first things we'll be looking for that low hanging fruit of hey these guys are wasting money on their product sponsored listings spend right? They've got a lot of keywords that they're paying for. We've received 10 maybe 20 clicks we're not getting any sales from them and that cost is pretty high. So that seems like a pretty low hanging fruit there. When you're evaluating the campaign and let's say that it's pretty clean that way and looks like they're doing a decent job of going through and eliminating those nonproductive keywords, where do you look for or what do you look for opportunities to be able to expand a product that they currently have? Mike: So, there's a lot of opportunities when typically you can see keywords that are performing really, really well within the desired ACOS range. Meaning if you're … let's say you got an ACOS of 15% that means for every $15 you're spending you're making a 100. So, you may be missing out on some of the potential opportunity because your bid price is a little bit too low or Amazon doesn't really … maybe your campaign budgets are a little bit too low. So, you want to give Amazon more room to breathe. You want to basically tell them hey this works out for me you know I want to do this any time of the day. And you would then go ahead and optimize your keyword bid price and also raise your campaign budget so that you can get as much exposure to that opportunity as possible. And now it's a lot easier to see that stuff in bulk with software. You can see all of the individual keywords that are performing really, really well over a given period of time and where they really could use a little bit of a boost in terms of their ad spend. So, you can give that more love and then direct traffic there and then negate it elsewhere. Mark: Okay. Do you ever use paid sponsored listings for anything other than just the direct sales? I mean are there some more creative strategies that people can use with these campaigns to be able to maybe do some other parts of like with their organic rankings or other aspects of their account? Mike: There so many things you can do. Yeah, it's really exciting. There're different things that Amazon is coming out with. Now they just came out for sellers and sellers central sponsored brands, headline search ads. So basically, there's a big … there's a much bigger creative element to that and you can really brand to get massive exposure to your brand doing that. And if you've ever seen on Amazon they're very top ad when you go there. There's a [inaudible 00:19:53.2] to the left, there's a headline, and there's three product images and you can direct your traffic to a storefront which is basically your website on Amazon or you can direct it to a single list of items on Amazon. And there's a whole bunch of strategies to do that. Very creative headlines, you have to be really good at copyrighting, good main images, you have to connect the copy to the main image and to the three main products. It is very simple but I feel like there's a lot of opportunity and a lot of sellers really don't take the time to make a good headline. They just kind of put stuff up there and just kind of set in and forget it. And I think that's a really big headline. It also sets the stage for sponsored products and for organic visibility. It's like the first line of defense when people see your brand and then they see unsponsored products they may not want to click on it and they see you organically. And as long as your numbers are right we find that approach really sets stage for a sale. Mark: All right so you're talking about this again once you could be on multiple places so that people have those multiple touch points with you. Okay what are some of these other strategies? You said that there's lots of opportunities, I want to get in to one of these here and see something that the listeners can take away here as something that they could actually implement today. Mike: Right so if you have a brand I think the biggest opportunity is to dig into your search form report and actually find out what people are looking for. That has been the best opportunity there still that people just don't really dig into that as much as they could. So that's like instant intelligence as to what people are looking for and how you can build and expand your brand. The next opportunity I would say is to really dive into sponsored products and headline search ads because a lot of people … well there's opportunity moreso overseas now with sponsored products it's getting a little bit congested in the USA. Canada, UK, Germany, all of these overseas markets there's plenty of opportunity there. If you have a good product in the US that's an easy way to expand. We're getting better numbers over there in terms of our PPC recently as we are in the US. So that's a killer opportunity. And since the world is really open right now there's … the doors have come down. There's plenty of opportunity out there. But in terms of opportunity really coming up with creative ideas and creative products and really diving into that is the way to go in my opinion. Mark: Are you able to share any creative things that you've seen over the past six months? What's one of the most creative … obviously not explaining or giving away anyone's trade secrets here but what are some of the most creative things you've seen in the last six months? Mike: Yeah so, I like to build a listing that incorporates the entire product line. And this basically is you're getting … you're paying for traffic anyways, you're spending a lot of money to get your people to your site why not cross sell your other products, why not … and there's like five or six ways to do it within your listing that I think a lot of sellers aren't doing. You can have an image that has basically a visual of all the products in your line. A bullet point that explains that this is part of a product in your line. You can have a coupon that allows them to purchase another product in that line for a little bit less money. You could have what's called enhanced brand content now which shows the entire product line and has comparison charts with links to your other products and also you can link people to your storefront. So, I feel like that's the big play right now is to get traffic over but then really build the customer [inaudible 00:23:11.7] retarget them with emails and then get them on your sequence and then go from there. And then launching becomes very simple because you have this entire list. We did that process and we have about 7,000 new emails in one year which doesn't seem like a lot but these are customers who came to our site. They basically gave us their information, they registered for a coupon. They're loyal customers and now we're retargeting and also, they're part of our fanbase and we can grow at that rate. That would be a great thing for us. So that's one tip is to get more exposure to other products in your line. Mark: Okay let's talk a little bit about competition this is something that I hear from a lot of people that are looking at the Amazon space looking to possibly buy but aren't quite sure about it and their number one fear and even among sellers for that matter. What I hear is this kind of worry about competition and taking away from that share that maybe they've built up over the years. What are some ways in your opinion that sellers can start to protect against that slow believe that happens so often with product lines? Mike: Yeah it does happen it really does. I mean there's going to be competition within 60 months or less of whatever you're selling. That happens to us with all of our product lines and it's always been about reinventing and coming up with new stuff. If you're not reinventing I feel like there's the entropy is going to take place and that's just inevitable. Also, just keep in mind that Amazon consistently raises their fees. And then also from a PPC perspective there's more competition so the cost per clicks are going up not down. So constantly squeezing out that margin which is something that you have to be very mindful of. So, the protection mechanism that I feel is the best thing is your audience. If there's so many who is loyal to your product brand outside of Amazon … if someone loves you outside of Amazon they're going to come to Amazon to purchase your products even if it's a little bit more expensive. So, you can maintain your profit margins that way. The other thing is having … going where people typically don't go, so oversized items. Like really, really big items. People that are just usually scared away because the cost per unit to purchase that may be a little bit too expensive and basically there's a less … there's a bigger barrier to entry and it scares more people which I feel like is a bigger opportunity. So, if you combine that and even if you sell five or ten of those a day versus 100 widgets a dollar profit it just pays off that way. I think those are ultimately the mechanism to really scale. Mark: And those are things that we've been emphasizing for years. I'm glad that you said that because it makes me look smarter than I probably actually am. But these things, the less desirable is just one that we see you know not with Amazon businesses alone it's actually with any online business, right? The barrier to entry which might be a little bit scary from a buying standpoint. I remember we had a business that was selling a certification program and a lot of buyers are worried because they we're thinking I don't know anything about this how can I actually teach people how to get certified with it. Well you know what that's protection against competition. And so, when you get into that sort of less desirable niches where you have to solve a problem … and I think that's the big thing if you can figure out a solve a problem that problem is something other people are going to have to deal with as well. That's really key. And you're echoing as well with something that Chad Rubin from Skubana told me on the podcast several episodes ago and that is that continual product development. He made the point that Apple comes out with an iPhone every year and pretty much cars come out with a new car every year. It's not that the previous cars don't work well, they do. They could continue to just produce those ones but they want to create some new excitement among their consumers. And then finally get I know I'm literally just reiterating what you said but I think it's important to do so. Moving that brand so it's not just Amazon centric and dependent but creating that brand and kind of loyal customer base outside of Amazon as well. Mike: Yeah so … and one more thing I want to add to that is intellectual property especially at Amazon. I mean that we … I'll give you guys a quick story. So, we sell cat products and we started selling this cooling pad basically two summers ago. And it was a huge seller; a very seasonal item obviously but it was a huge seller. And then the next summer we got an email from a company saying that they had intellectual property rights to that thing. It basically kicked off everybody on Amazon and they are just doing … just normally you can't … now obviously we can't compete with them. And they're making so much money. So, if there is a product out there that you think is … and I've actually had trouble with this. I'm not … I don't have a lot of experience with this but I've never really come up with a product that is truly patentable but I feel like if there is something, some intellectual property you can get and you have something great on Amazon and there's no other competition because you're the only one man you do really well. Mark: Yeah and nobody thinks about the IP portion until it gets crowded right? I mean that's when you start thinking about IP. At first, it's like hey it's a big pie everybody can have some and then you're like why actually this pie is starting to get a little bit crowded. I'd like to be able to protect my slice. But you're right being able protect what you have through intellectual property is a really, really key thing to do and do it early as well. Mike: Oh yeah and then on Amazon it's almost inevitable you'll come up … there'll be people who will try to get your slice. I mean sooner or later and maybe from random countries and sometimes they don't always play the right way. So, it's important to make sure you have that in feel. Mark: Awesome. All right I feel like we could probably branch into another topic but then we would end up going completely off our existing conversation. So, I'm going to have us wrap up right there. I know that you also started PPC Entourage and that is to help Amazon paid accounts correct? Mike: Yes, it is, yeah. Mark: Okay do you want to tells us just a little about what you're doing over there? Mike: Yeah absolutely so in 2016 is when I … I started my business in 2015. 2016 I spent a lot of time with sponsored products and it was just a pain … it was great because we got a lot of visibility but it was frustrating because it just took forever to get it done. So basically, it's my first experience working with a software … a SaaS business and it has been an amazing experience. Basically, what we did is we made sure that everything that we did to scale our business could be done in like a fraction of the amount of time. So, if you're looking to get more exposure to your Amazon business, if you're looking to spend less on ad spend, if you're looking to optimize in a quick efficient way PPC Entourage can help you do that. Now we have bulk edit tools which allow you to look into campaigns … all of your campaigns all at once to see what those winners are. You can get more money and spend more money on those particular keywords and campaigns. And then also we have something called auto pile which is becoming much more intuitive. Basically, something that goes in every single night looks at your metrics looks at the settings that you place and make sure you calculated adjustments to your keywords so that you're not spending a ton of money on ad spend. It makes adjustments every single night. So that's one of the really cool, we also just launched Spotlight which is our headline search. Basically, our solution to headline search which allows you to create 27 different variations of headline search ads. Anyone who's on seller central knows it's one at a time. It's a huge pain in the butt. It takes forever but this allows you to find the best products. It allows you to find the best images. It allows you to find the best headlines. We have a headline creator. It lets you find 27 different combinations and you can slowly send them off to Amazon over time and then optimize those ads. So that's PPC Entourage and PPC Entourage spotlight and yeah, it's a growing business and we're so excited about where it can go. Mark: Awesome. Well thank you so much for coming on the podcast here and if anyone wants to reach you what's the best way for them to contact you? Mike: Sure, you can go to PPCentourage.com or you can also go and email me at [email protected]. Mark: Awesome. I'll include those links in the show notes. All of those will be at the bottom. Just scroll past the transcript and you'll be able to see it. Thank you so much for coming on and let's have you on again in the future. Mike: All right thanks. Take care Mark. Links and Resources: PPC Entourage Email Mike