#114 – A PPC Expert Shows How to Put Amazon Attribution to Work for You

Working your way up the corporate ladder is for a lot of you, a big part of your business lives.  You start out at somewhere near the ground floor and through hard work, attention to detail and a little luck, make your way upward.

Today on the Serious Sellers Podcast, Helium 10’s Director of Training and Customer Success, Bradley Sutton welcomes someone who did all that, then asked his boss for a job back at the bottom of that same ladder.

Lazar Zepinic is the owner of the Sellers Alley, an Amazon Sponsored Ads Management service.  It was while working in marketing that he heard about PPC (Pay per Click) advertising and was so excited about the prospect of mastering the subject that he asked his boss to make that switch.

In episode 114 of the Serious Sellers Podcast, Bradley and Lazar discuss:

• 01:00 – Lazar is Part of an Amazon Family
• 02:45 – A Young Serbian with an Appreciation for Japanese Culture
• 04:20 – A Door Opens to eCommerce, Marketing and PPC
• 06:00 – “Downgrading” His Job in Order to Learn PPC
• 09:00 – PPC and Attribution Off-Amazon
• 11:00 – “People are Buying from Their Phones”
• 14:00 – Tracking Customers Off-Amazon – How is it Actionable?
• 17:00 – What Exactly is Amazon Attribution and Who Has Access?
• 20:03 – Lazar – “Your Website is Amazon”
• 21:30 – A First Look at “Add to Cart” Metrics
• 24:00 – Taking a Closer Look at Attribution
• 26:50 – Searching on Google in Order to Buy on Amazon
• 29:30 – Sponsored Brand Ads and the Buying Process
• 32:30 – On Amazon, Position # 2 Isn’t a Bad Place to Be 
• 35:10 – Lazar’s 30 Second Tip
• 38:40 – How to Reach Out to Lazar

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Google Play or wherever you listen to our podcast.

Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:

• Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
• Ultimate Resource Guide: Discover the best tools and services to help you dominate on Amazon.
• Helium 10: 20+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon business easier with better data and insights. See what our customers have to say.
• Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation. 
• SellerTradmarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.

Transcript

Bradley Sutton: Here’s a story from a PPC expert who shows how to use Amazon brand registry and Amazon Attribution to look right through your customer avatar to see the buyers themselves and ultimately potentially increase the sales in your niche from 10 to 25%. How cool is that? Pretty cool, I think.

Bradley Sutton: Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host, Bradley Sutton, and this is the show that’s a completely BS-free, unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the eCommerce world. Speaking of the world, we’ve got somebody from the other side of the world here: Lazar. Lazar, actually, where are you at right now?

Lazar Zepinic: Hi Bradley. I’m in Belgrade, Serbia.

Bradley Sutton: In Serbia. Okay. Yes, you are on the other side of the world, and tell us how you are actually connected to a previous guest that we just recently had on the podcast.

Lazar Zepinic: Oh yeah. Jana was one of the guests recently on your podcast, and she’s my fiancé, and she owns a translation agency dedicated to Amazon listing translations. I don’t want to brag….

Bradley Sutton: Love connection on Amazon, huh?

Lazar Zepinic: Yeah, like it’s family business for us.

Bradley Sutton: Love it. Love it. She told us a little bit about how you guys originally met, but it was mainly in the context of her kind of life story. Let me switch it to you. Where did you grow up?

Lazar Zepinic: Well, I grew up in Belgrade, Serbia, and most of my childhood, I was here. I went to summer college to Oxford and that kind of stuff. But most of the time, I spent my childhood in Serbia.

Bradley Sutton: What did you want to be growing up in Serbia? Did you have aspirations to be an entrepreneur, to be a fireman, and an astronaut? What was your life goals growing up?

Lazar Zepinic: Oh, it was super chaotic because it started with going to medical school, and I wanted to become a doctor until one point when I was pretty bored with the idea of being a doctor. And then, I switched to studying Japanese at the university as my main.

Bradley Sutton: Oh nice. Cool, cool.

Lazar Zepinic: But I’m not that good with Japanese now. I didn’t speak it in 10 years. I still know a couple of stuff, and I can probably have some basic conversation. It helps a lot when it comes to PPC in Japan, to be honest.

Bradley Sutton: Ah, okay. Now you got to explain really quickly how does a young Serbian growing up all of a sudden say, “Hey, I want to study Japanese?

Lazar Zepinic: Well, to be honest, I was impressed with their culture and history and everything. I wanted to learn more about Japanese people and their working habits and all of that. I decided to learn their language first.

Bradley Sutton: Interesting. I thought it was because you watch anime or something like that. Maybe…

Lazar Zepinic: Usually people say it’s because of anime or movies. Japanese movies are really good, especially the older ones. But I didn’t have any affection for movies. Sorry, guys, you have to hear that. But I preferred culture and that kind of stuff.

Bradley Sutton: Okay. Then you had these different goals; you thought you might want to be a doctor; you might want to be a Japanese linguist. What did you end up actually graduating with from university? What was your major? 

Lazar Zepinic: It was Japanese, but the thing is while I was at university, I wanted to have some kind of job, so across the university, we had a store that was selling IT stuff—computers and all of that. I wanted to do some part-time job that is going to be a couple of hours a day just to have some pocket money while I study. I went there and after a couple of days, they told me, “Well, we have an open spot in a call center. Maybe you would like to go there.” And I was like, “Sure. Well, I didn’t know what to do in my life, why not?” I went to a call center, and after maybe three or four months, I was head of a call center. I didn’t know why they liked me, but they did for some strange reason. And after that, I started growing in that company. It’s kind of a company like BestBuy in the US, but obviously with a lower scale, because it’s Serbia. It still had the whole bunch of shops all around the country. But, after that, I started doing marketing for them, and I did the whole bunch of different stuff from radio commercials, TV commercials, out-of-home commercials, like billboards and that kind of stuff.

Lazar Zepinic: And at some point, I heard about PPC, and we had an external company that was doing PPC for us. And I was so annoyed, because I didn’t understand anything that they were sending into reports, because I looked there and there was something called CPA and CPC and all the abbreviations like three letters and number, and then like, “Why the heck are they writing this? I have no idea what this means.” I decided to go there for seven days to that company to learn more about what they’re doing. And at that point, I was a marketing manager in a company with almost 500 people working there. And I decided to downgrade my position in the company, which is strange to do. I decided to do PPC for the company and I said, “Okay guys, I want to try this. I want to learn something new.” And my boss, company owner, she thought that I was absolutely crazy for choosing that option. But after some time, I think I was solid in knowledge, and I started working for one Danish company, the company where I met Jana. After maybe a year there, I became head of PPC.

Bradley Sutton: This was PPC in general, just like Google and things, not specifically Amazon, right?

Lazar Zepinic: It was everything. It was Amazon as well. It was 150,000 different products, and they were selling all of them on Amazon six or seven years ago. It was absolute madness—while Amazon didn’t even have negative keywords and that kind of stuff. It was really crazy without doing any bulk files and without any tools that are pretty cool now nowadays that you can optimize a lot of stuff. It was mostly manual, and it was really hard to work on that.

Bradley Sutton: Now, did you ever end up trying to sell yourself on Amazon or was everything you did pretty much for the companies you work for and then like consultancies and things like that?

Lazar Zepinic: No, I always worked for somebody else, and I never wanted to become a seller. I didn’t know why. I don’t have a rational explanation for that. But I just like PPC. That’s the thing. PPC is something that you either really love, like with your whole heart, or you really hate it. When I talk with my clients and partners, they’re always either hating it, and it’s like a horror story for them; or they’re absolutely in love with PPC. I’m the person that really likes PPC, and I don’t feel like the time at work when I do PPC. I have a physical office with people working with me here, and I literally spend 12 to 13 hours every day doing PPC only, and I never feel like that time at work.

Bradley Sutton: That’s good. I mean, I think that’s the important thing for people. Regardless of what position or what job they’re in, if it doesn’t feel like work, then you found something good, and you’re still getting paid for it. That’s perfect. One of the reasons why I have you on here is because you were one of the speakers in our Helium 10 Elite workshops, and I just heard amazing reviews about your presentation. Now, you know that was a very high-level thing that we’re not going to get into too much detail. We don’t have the time here, and it’s not the same audience, but we’re definitely going to talk about the Amazon Attribution, which you are an expert on. But before we get there, let’s just talk in general about PPC off of Amazon or studying your customer demographics or Attribution off of Amazon and tracing where traffic comes from. This is your bread and butter, but for many of our listeners, I don’t think they’ve given much thought to this kind of thing. Obviously, we only have a few minutes to talk about that. But maybe can you give us a general overview of the best practices or why somebody even would need to kind of consider that aspect of business when they’re running their own off Amazon business?

Lazar Zepinic: Yeah, definitely. Attribution is definitely one of the biggest things that you should do this year, especially because Amazon introduced Attribution a couple of years ago, but it became big literally last year, and this year is probably the year when you want to focus on it in the future. And why is that? Because Amazon likes it when you bring external traffic, and they like it when you bring quality traffic and what you can do using, for example, Google, you can bring the real traffic that you want to focus on. You can date your website visitors and target them with your product listing on Amazon. You can target people by demographic. You can do a whole bunch of different stuff. For example, when you do some ads on Amazon, you just create ads and create a campaign, and that’s it. It’s working. But on the other hand, when you’re doing it, for example, in Google ads, what you can do there is a whole bunch of stuff.

Lazar Zepinic: You can split the USA by states. You can split it by a major city; you can do real deep dive there, so you can see who is buying your product, and you can focus more on them. You can see from which device they’re buying because sometimes people used to think that most of the sales are coming from computers but a whole bunch of transactions during the last five or six years are showing that people are now buying from their cell phones, and you want to create ads that are highly relevant for cell phones basically. What recently happened when it comes to PPC, apart from Attribution, and this is relevant to Attribution, is your PPC can hurt your product listing and your ranking. When you do some kind of push campaigns, for example, when you create a campaign with up to five keywords in the exact form that you want to focus on, increase bids you can improve your organic ranking.

Lazar Zepinic: If you are under the average of your niche for that keyword, you’re going to do negative stuff for your product for those keywords. And that’s something that you don’t want to do. And after some time, you see that your CPC growing, and your position is not improving, and your BSR is going in the opposite direction from the one that you wanted to. One of the things that are happening is when you use Attribution, you have quality traffic; you can target quality traffic; you can target people that are your possible buyers or maybe your previous buyers from the website. Or you can use brand analytics and you can check demography on Amazon and create specific ads for your clients. You can see how much money they’re making. You can see their gender, their age, and that kind of stuff.

Lazar Zepinic: So, for example, if you’re creating Facebook ads, you can create specific ads that are going to be appropriate for your audience. You will learn in which manner you should address your customers as well, which is really awesome. And one of the interesting things is people think that Attribution should be used only for paid traffic. You can do it for free stuff as well. You can use it for blog posts as well. You can use it in email marketing—just switch the source in the Attribution interface and don’t choose ad-words or anything and choose something that is more relevant to your source of traffic. And also, when you go to the Attribution interface, you see a whole bunch of different channels that you probably didn’t think of previously in the past. There is AdRoll, for example, for guys that are not selling outside of Amazon. AdRoll is one of the biggest platforms when it comes to displaying ads, not only on Facebook but on a network of different websites. That’s one of the things that you should definitely focus on in the future. Attribution is going to be amazing for you if you know how to use it.

Bradley Sutton: Just, generally speaking, let’s say somebody has been tracking where some of their customers have been coming from off of Amazon. Let’s say that they have brand registry 2.0, and so now they have access to Brand Analytics and then they use the Amazon Brand Analytics to discover that, “Hey, I have a lot of people who are buying my product who are between the age of 20 and 30 and female and single.” What does somebody do with this information? I mean, up until this point, it’s just information. But what’s the actionable thing once you understand your customer avatar a little bit more. How do you use this information?

Lazar Zepinic: Well, especially if you’re going to use in social networks, it’s going to be awesome because of the visuals that you’re going to use; the banners that you’re going to use; the message, the way you communicate to your client. Maybe you’re going to focus more in a friendlier way. You’re not going to be that official. If you see that young boys and girls like your product, maybe 20-21 teenagers, prefer to buy or use your product, maybe you can focus on them more and in a less formal way.

Bradley Sutton: Okay, interesting. Can you give an example?

Lazar Zepinic: Well, I don’t know. It really depends on the type of fear product. Let’s say that that you’re selling a product that is email oriented, and you want to have to sell it on Amazon and want to use a whole bunch of different platforms, and you want to use Facebook, for example, as one of them. And if you use Brand Analytics, you can see how much money your potential clients and your clients are making. You can address it in a more luxurious way or in a more budget way of thinking. Like if you buy this, you’re going to save money or it’s going to last long for you or in that kind of manner. But if your potential clients are people that have a lot of money, maybe you would like to focus on a more luxurious way of thinking and to sell it in that way.

Bradley Sutton: Okay. Okay. It’s kind of like something that it’s not just, “Oh, I’m just going to run a specific campaign.” Once you have this knowledge, it’s like you kind of structure your whole marketing strategy, your images, your message, your tone, your communication. All of this is affected by understanding who your customers are.

Lazar Zepinic: Exactly. Exactly.

Bradley Sutton: Okay. Now, let’s get into a little bit more specifics. I would say 98% of our listeners do not know what Amazon Attribution is because it’s relatively new. can you explain just briefly, first of all, what is Amazon Attribution and who has access to it?

Lazar Zepinic: Of course. People that have brand registry 2.0 have access to it, and they have it in the US; only some of the sellers have it in the UK as well. The rest of Europe doesn’t have it yet, but I’m pretty sure that it’s going to be rolled out soon. When it comes to Attribution, you should think of it as it is, for example, Google Analytics; it’s not a platform where you create ads. It’s a platform where you see the results, your external traffic. It’s an interface that is built on based on AMS Amazon advertising platform. It looks like that; it’s kind of familiar. What you can do there is to create orders. Don’t get me wrong; it’s not like creating order like buying stuff. You’re not going to pay for anything there. What you want to do there is basically create campaigns, name it that way, and place your accents there you can.

Lazar Zepinic: And from there, you choose the traffic source that you want to focus on and then you create your URL, and that URL is going to be a landing page for your potential customers when you advertise on, let’s say, Google ads or Facebook or maybe use some something else and eventually. The whole point of Attribution is that this is the first time that you can see what’s going on with your external traffic. A couple of years ago, when you wanted to create some ads and drive traffic to your Amazon listing, it would be like burning money. You wouldn’t know where that money’s going. Are you making any money? Are you making any sales? But since you have Attribution, you’re basically able to see that kind of stuff. And a lot of people ask, “Am I going to be able to see all of the conversions in Facebook or Google ads or somewhere else on some other advertising platform?” The answer is “No, you’re not going to be able to see the conversions there. It’s because if you need to basically create a tag or pixel, that’s one small piece of code that you add to the website. For example, if you have a Shopify store, you add that small HTML code on your website, and it’s used that your advertising platform can see what’s going on your website. The thing is this time  your website is Amazon. Basically, it’s not really yours, even though the product listing is yours; Amazon is not willing to share information with other platforms about what’s going on their platform, so you use other platforms like Google Ads or Facebook or Bing or whichever. And you see what’s going on when it comes to CTR and CPC impressions and that kind of stuff until the point when somebody clicks on the ad and from that point, that platform is completely blind and you cannot see anything there.

Lazar Zepinic: What happens thereafter that point, it happens on Amazon, and you can see what’s going on inside of the Attribution platform. What’s important to know is that the Attribution platform has a 14-days Attribution window, which means that you can see all of the sales that happen in a 14-day period. It means not only the last click when somebody clicked on the ad and purchase the product, but you have two weeks to see if somebody came back, maybe through different stores and purchased the product and not only that product but also to see other products from your brand if they are purchased or not. One of the cool stuff that you can see in Attribution, and that’s something that you cannot see anywhere else is your add to cart metric. This is literally the first time where we are able to see how many people are adding our products to their cart. And that’s a big change and that’s been an important metric because it’s one of the most important metrics that is helping when it comes to product ranking. What you want to do is basically have as many add to carts as possible. But I know that people are like, “Oh, I’m going to add my product to the cart like crazy and I’m going to tell my friends to do the same thing.” No, don’t do it. The thing is to buy the product; that’s the whole point of both making purchases and buying stuff. It’s good to have above the average in your niche when it comes to, well, adding your product to cart, but it’s also important to have higher conversion rates than the rest of your competitors basically. And that’s something that you’re able to see now in Attribution. And it’s only for external traffic.

Lazar Zepinic: It’s not the one that you are going to be able to see for all the traffic that is going on in your product listing. And one of the important things when you go to Seller Central and you go to Business Reports, all of the Attribution sales are going to be registered there as organic, like oral sales. When you compare campaign manager and see all the PPC sales and all of that, and for example, in our agency, what we do, we usually, apart from real ACoS or TACoS, we calculate a whole bunch of different metrics including PPC sales as a percentage of oral sales. Attribution is considered as part of oral sales. If you want to calculate that part, you need to pull the metric out and to add it to oral metrics. But the good thing is that you can see that number in the Attribution interface as well. One of the things that can confuse people there when it comes to Attribution, you’re able to see two different metrics, and they’re all connected to Purchases. The one metric is connected to purchasing that specific product that you’re advertising. The other one is for overall your product sold by somebody that clicked on your ads using Attribution basically.

Bradley Sutton: Okay. Let’s talk a little bit… that might have gone over the head of some of our listeners, but it’s very important that people understand the power and how amazing it is the Amazon is making this available. Let’s maybe talk about either an actual example from one of your clients. It doesn’t have to be the exact product or anything, but you could just generally mention it or just a hypothetical example of the whole process. Like somebody, finally, they listen to this episode, they’re like, “Oh wow, yeah, I have Brand Registry 2.0. Let me go ahead and take a look at my Attribution.” Can you give us an example of what the process is? What they are looking for, and then what they can do with that information? And maybe you can tell us how somebody has used this to increase their business by 20% or some actual figures that you’ve seen in your experience.

Lazar Zepinic: Yeah, definitely. For example, some of the clients who’ve, well, one of the clients had health products that are related to going to the gym and training and practicing and lifting weights. It’s kind of man stuff, but you really don’t know the age of users of your products that they’re probably young. But when you go to Brand Analytics, you can see the exact age of people that are buying your product. And also, you can see if they’re rich or they’re not rich and so on. By knowing that you have an initial idea of what kind of ad copy you want to create on Google ads or maybe on Facebook, on the other hand. What we did at the beginning there, we started with something more, a bit more conservative. We decided to take everything that was converting from Amazon, and we created campaigns with a broad modifier, the match type.

Lazar Zepinic: That’s the match type that we don’t have in Amazon basically. Just to let you know what kinds of keywords or dos they have a plus in front of all of the words inside of that keyword. And it means that you need to have those keywords. Those specific words in search query so your ad would be triggered by that search query. What we decided to do was we added plus Amazon at the end, which basically means that when somebody is searching on Google for your product, they’re searching basically to buy it on Amazon. We wanted to have word Amazon in that search query. And why is that important? It’s important because people that sell on Amazon are used to that. The customers and potential buyers are always having buying intentions. People in Google don’t have buying intentions, at least not all of the time.

Lazar Zepinic: People want to search and want to learn on Google. They want to basically realize if they really need that kind of a product. For example, let’s imagine that you kind of have thought about buying a car and you never draw anything, and you don’t know if it’s what kind of car you want. You basically start searching for what are the car types, is it a state, is it a convertible? And I don’t know what are the other kinds. You decided at one point that convertible is the car for you. And at that point, you’re like what kind of convertibles are there and what are the brands? And you decide maybe to buy BMW, I don’t know. And then you find that there are five different convertibles that are made by BMW. And when you finally know which is the model that you want to buy, then you search for the seller of that car and which one is the cheapest one or which one gives the most affordable ways of purchase of the car.

Lazar Zepinic: That’s the whole buying funnel that you don’t have on Amazon basically. People on Amazon and search for a product. They see a couple of variations and they compare them, and they end up buying probably one of them. And one of the things I know that it’s not Attribution related, but it’s really important to know, and it’s something like that. People save for headline search ads or response or random ads that are not working as good as they want, but they need to know, for example, that those ads are really important when it comes to that same search funnel. Imagine the point when you’re walking around the city, you’re drinking coffee with your friends on you want to double-check something and you search for some product, you don’t know the specific brand or anything.

Lazar Zepinic: You search for it on Amazon. And you see headline search ads are a sponsor brand, how they call it now. You click on click on it, and this is the moment when you see the brand for the first time. And this is the moment when you make a decision that you’re going to buy that product and you’re like, “Okay, I’m going to finish my coffee with my friends, and I know which product I’m going to purchase.” When you go back home or wherever you’re going, and you turn on your phone or open your computer and search for the product. But this time you are not using the same keywords that you used at the beginning. This time, you know the brand, you know the product type and everything. You triggered the ad and probably sponsor product ad or maybe you get organic results for that product because that product is more relevant for the search query that you typed in. You end up purchasing it, but you wouldn’t end up buying that product if you didn’t click on that sponsor brand ad. And that’s something that that you have with Attribution as well. It’s about the process of buying the product and realizing that you need to buy that product.

Bradley Sutton: Interesting. Now, okay. Is there any like, let’s say somebody came to your agency and they were ready. They thought they were pretty proficient or they’re selling on Amazon, they’re selling X amount, they’re doing why amounts and PPC. They’re spending this amount on outside advertising. But then they come to you; they had never really checked their Attribution or things like that before. But then they come to you to hire you, and you start optimizing their ad spend based on this information. Like, do you have any examples in mind where you can say, “Hey, we did it for this guy and before his ACoS was this and now it’s this” or “before his overall return or money generated from advertising was this and now it’s this.” Do you have any examples like that?

Lazar Zepinic: The thing is Attribution, we can probably increase your oral sales depending on the niche from 10 to 25%. You’re obviously going to spend extra money on that because you need to invest in Google ads or Facebook. But on the other channel, you’re going to generate more sales and as well, depending on the niche, you’re going to basically pay more for each purchase. The good thing is that you can bid for a specific position and you can see, basically, where you stand compared to other sellers in your competitors on Google for example. Sometimes it’s not the best thing to show up at position number one. Sometimes it’s better to show up at position I don’t know maybe do three or four, just to be on the top of the page and it’s going to be maybe 20 or 30% of CPC that you would pay as position number one, but you would show up a more frequently; you’re going to end up with more sales, and you’re in overall going to decrease your overall ACoS when you compare it to Amazon when you merge all the numbers together.

Lazar Zepinic: That’s something that’s happens pretty much all the time when it comes to Attribution and our clients. We usually see an increase in oral sales. We see some pretty profitable sales. But there’s one thing you cannot expect: to become a millionaire in a week. The thing with Google ads is that they have quality score and that means that after 1000 simple impressions, you get your score for your ad and a score depends on the quality of your ad copy and what kind of keywords you have there. And if you have the same keywords in your campaign for targeting, and if you have those keywords on a landing page and it depends on your CTR comparing to the average on the market and also with a conversion rate. But at this point, Google cannot see that, but you get some extra points because you’re sending traffic to Amazon, and everybody knows that Amazon is a legit website. You’ll definitely get some really good score when it comes to a quality score on Google ads. After that learning process and learning period from about maybe a month and a half or two, you can see a gradual increase in sales through Google ads.

Bradley Sutton: Okay, excellent. Excellent. That’s cool. Now you’ve been just giving us nonstop overall tips, but I would like to do, we do a certain part of this show which we call the TST or 30-second tip. Something you haven’t mentioned yet, but that only takes 30 seconds or less that is extremely valuable, extremely unique, extremely actionable for our listeners. You can take your time to think about it for a second. But what is Lazar’s 30-second tip? It could be about Attribution, it could be about advertising on Facebook, it could be about how to learn Japanese, I mean, whatever. But it’s something valuable that’s 30 seconds or less.

Lazar Zepinic: Yeah, of course. I’m one of the first things that drop on my mind is go to your sponsor brand ads; maybe some of them were paused or inactive because you didn’t have one of the free products that were added to that campaign. But recently just to maybe a month and a half ago, Amazon released an option to have headline search ads or sponsored brand ads with only two products. Double-check if your campaigns are turned on automatically because Amazon released them. If you see some overspend, do something regardless.

Bradley Sutton: All right, awesome. Awesome. Now we’re going to do something, you know might not be what you’re used to since you mainly handle the PPC side, but we’re going to see it’s a game we play. I call it the search volume game. All right? Now, I pick three words that are all related. They all have the same root word, and I’m going to tell you the three words, and I’m going to tell you three search volumes. All right? And then you have to tell me which keyword has which search volume. Now since your name is Lazar. What I did was I looked for some highly search things that start with Laz. All right, do you know what a lazy Susan is?

Lazar Zepinic: I have no idea.

Bradley Sutton: Lazy Susan it’s kind of those things that go in the middle of a table and it turns around. Like you would like to share food or it could be like spices. I’ll tell you like a turntable organizer kind of thing I’m talking about now.

Lazar Zepinic: Yeah, definitely.

Bradley Sutton: Yeah. Okay, here are the three words. All right. The three words are lazy Susan, lazy Susan organizer, lazy Susan organizer bins. Okay, three very related words. Now here I’m going to give you the search volume from low to high. All right? One of these keywords has only about 1,800 searches per month estimated. Another one has about 3000. And another one has 53 searches per month. Which one is which? Again, the three words are lazy Susan, lazy Susan organizer, lazy Susan organizer bins.

Lazar Zepinic: I think that the one with bins has the lowest search volume. The one with 3000 is just lazy Susan. And like the middle one in the middle search volume.

Bradley Sutton: You got it. You are the first person who has played this game who has gotten all three so far. Everybody who has played, like they either only get one right or two right, but you got them all. Sometimes I do tricks because in this case it almost kind of makes sense. But that’s what’s interesting about Amazon and which is why I suppose things like Attribution and looking at analytics are important. We can’t always assume the way that we would search for the words that we would use is what everybody else uses. A lot of times sometimes what you would think, “Oh yeah, this has got to be the main word because it’s the more general one,” it’ll actually have less than one of these weird searches. But it just so happens that that’s what people search with.

Bradley Sutton: They search for the long tail keyword. Congratulations. Those are you. I wish I had a prize for you, but you are literally the first person to win the game, to get all three. There you have it guys. Now, Lazar, I’m sure people have more questions for you, not just about how to get search volume, but you know more about Attribution or possibly for you to take a look at their account, see if there’s something that you can help them with. How can they reach you to get more information on what we talked about today?

Lazar Zepinic: Of course, we offer a free audit of the accounts. Feel free to contact us on office@sellersalley.com or sellersalley.com as a website and you can find us on social networks, mostly on Facebook.

Bradley Sutton: Sellersalley.com All right. And they might ask you, “well, how do I meet my fiancé in the Amazon world?” That might be a goal that they might ask you, so be prepared. Be prepared for that. Anyways, thank you.

Lazar Zepinic: That’s a tricky one.

Bradley Sutton: Yeah, that’s a tricky one. That’s kind of hard. I don’t think you studied many metrics to do that. That was kind of just a more natural thing. But anyway, it was great to have you on here, and I’m actually looking forward, to having you out here at the office soon for a visit. I believe that’s going to be in a couple of weeks; we’ll get to meet you in person and thank you for your time today absolutely. Quick note, guys, don’t forget that regardless where you are listening to this podcast, whether it’s on your iPhone or on Stitcher, on Spotify, that you hit the Subscribe button so that you can be notified every time we drop a new episode.