TAS 514 Ask Scott #160 – Changing Current BRAND – Trademark and Multiple Products – Scaling Sponsored Product Ads

How’s your progress toward building your ecommerce business going? Could you use a little push in the right direction to get back on track? You’ve come to the right place! It’s time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he shares some helpful insight from a recent conversation he had with his oldest daughter. He also covers answers to questions submitted by sellers like you! Don’t miss this exciting episode that delivers the tips and information you need to succeed!

Making money isn’t taboo!

While it may be popular to “Hate” on businesses that make a lot of profit and successful people who live extravagantly, there’s reason for caution. At the end of the day, money is neutral, it’s what people do with it that makes all the difference. On this episode of The Amazing Seller, you’ll hear from Scott as he goes over a recent conversation he had with his oldest daughter about money. What he ultimately wanted to get across to his daughter was the lesson that you can have a positive impact on the world with the money you earn and that earning money isn’t some taboo to be ashamed about. To hear more about Scott’s perspective on this topic, make sure to catch this episode!

UPC changes and maintaining momentum.

What options are available if you are running into challenges when it comes to your product’s UPC? Can you get a new UPC and maintain your product’s status on Amazon? On this episode of The Amazing Seller, Scott tackles a question from a TAS follower like you who is facing this very scenario. While it may not be ideal, if you are out of compliance with Amazon’s terms of service you’ll need to start over with an authorized UPC. To get all the details about UPC’s and how to find ones that are above board, make sure to listen to this helpful episode, you don’t want to miss it!

Creating a streamlined brand and securing trademarks.

Are you ready to take your ecommerce brand to the next level? Have you been trying to figure out if this whole ecommerce thing is right for you and have reached the point where you are ready to go all in? On this episode of The Amazing Seller, you’ll hear from Scott as he explains how to streamline your brand and get started on brand registry. While all the steps and terms may sound confusing, Scott takes his time to break down the whole process so sellers like you can jump right in without missing a beat. To hear more about his subject, make sure to listen to this episode!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [3:00] Scott shares a conversation he recently had with his oldest daughter about money.
  • [13:30] Question #1: How do I change my product’s UPC without starting all over?
  • [17:50] Question #2: What is the best way to go about securing a trademark?
  • [22:30] Question #3: How do run the best PPC strategy?

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TRANSCRIPT TAS 514

TAS 514: Ask Scott #160 – Changing Current BRAND – Trademark and Multiple Products – Scaling Sponsored Product Ads

[INTRODUCTION]

[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 514 and session number 160 of Ask Scott. This is where I…

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…answer your questions here on the podcast and I do it every single week and this is our time to sit down at the table, have a cup of coffee and just talk about business, talk about life and this is one of my highlights of the week so I love it that you're here and you're spending this 20/25/30 minutes, whatever this episode ends up being with me and hopefully we can get you through some of those sticking points. Or even just switch a little bit of that mindset of yours and really keep you on the road to success.

So today what we're going to be talking about just to throw it out there, let you guys know exactly what we're going to be talking about, the questions that came in. Changing a current brand. We're going to talk about that. We're going to also talk about trade-marking and multiple products. We're also going to talk about scaling sponsored product ads. So that's what we're going to be talking about in today's episode. Now if you have a question that you want me to answer on an upcoming Ask Scott session all you have to do is head over to theamazingseller.com/ask. And that's it, just go over there, leave your first name, where you're tuning in from and just a brief question and then I'll do my best to address it here on an upcoming Ask Scott session.

That intro, I'll tell you, it took me a couple of times today to get through that because I had so much energy. I was out of breath as I was saying episode 514, session 160. I was out of breath because I'm just so fired up and got to kind of calm myself down a little bit. A lot of cool things happening and just really a great time to be alive to be honest with you. There's a lot of things that we need to be grateful for and really just happy to be alive to experience because it's a great time. Yes there's a lot of negativity out there in the world but that doesn't mean that we have to be a part of that.

[00:01:59] Scott: We can go out there, make a difference in the world and just make someone smile for the day. It's as simple as that. Just doing something good for someone else. So think about that. There's one little thing that I want you to do for the week or the weekend. Before we jump in to today's questions, I did want to bring up another thing here that I think you might relate to because I think we've all had this moment in our life. But I realized that just the other day I was having another conversation with my oldest daughter who's here visiting for a week. We had a lot of great conversations, sitting up by the pool just her and I and the new dog, Mazy.

If you guys have not heard the episode of me talking about the new dog, yes we have a new dog. And her name is Mazy. And Brody is still trying to adjust to having someone else in his domain. So I'll keep you posted on that. But we're just having good conversations and talking about life and business and it's funny. Because my daughter was like, “Dad it's not about just going out there and making a whole bunch of money. It's kind of like a dirty word in a sense.” And I'm like, “You're 100% right.” And I don't want you or anyone else thinking that money is a dirty word.

And what I mean by that is people think that if I go out there and if I charge for something, it's kind of like you're making money off of someone and you feel bad about that. The thing is though like we're creating services for people in life for them to pay each other in a sense. Like if you get a haircut, that person is doing a service for you. You want to get a good hair cut or your want your hair colored or whatever. You're doing a service. You wouldn't do that necessarily for free forever, you couldn't. You couldn't survive because your life that you have, even if it's the simplest life you still have to pay for your electric and your gas and your phone and just the essentials like your rent or your mortgage, your car.

[00:04:07] Scott: Even if it's nothing fancy you still have to pay for that stuff. You have to make some money. So we're having this conversation and I said to her, I go, “I don't want you to ever think of making money as a dirty word in a sense. I want you to think about it this way, if you're creating a brand which you are really passionate about, you want to help people and that could be just you making someone smile with the product that you sell them is making them having a better experience. Like you can go as like a garlic press, for instance. Like if you give someone a really good garlic press and it satisfies the need that they need, they're ultimately going to be happy because they are going to create real nice meals that they might sit around and have great conversations with their family.

So the more garlic presses you get out there, the more good you could be delivering. You need to think about it that way.  Now if you're just going out there to make the money, yes that can be hard. Because then you're just constantly focusing on the one. But if we think about the customer journey in a sense and I like to use the customer journey as an example because if someone buys a garlic press I can give that person an extremely great customer experience. Let's face it. I can do better follow up. I could make sure that they get ten recipes that they're going to use immediately.

And I know it sounds kind of silly but it's the truth. A lot of people are just looking at how do I go out there and make a buck? And I get it. Like I was like that in the past. Just trying to feed my family. Like just trying to feed the family. I get it. Okay, but if we can turn that a little bit and just switch the way that we think about that and that we're not just selling something to someone… Like again, I would never say just sell a piece of crap.

[00:06:00] Scott: Like do not sell a fidget spinner necessarily just to make the money. I'm not about that. I'm about building the brand. Now, if you can find a really good fidget spinner and it serves the purpose to that person or the kid or whatever and it gives them great experience that's fine. I'm okay with that. I'm not opposed to that but I am more about trying to figure out a way to create a brand that you could be proud of in a sense but then also you can tap into a market that can serve that market at even the smallest level. And when you do that then it's not necessarily this dirty word about making money.

Because a lot of people struggle with selling. For me, for the longest time it was hard. When I got kind of good at selling in a sense and a little bit more comfortable it was when I was actually communicating with customers in my father's business going all the way back to when I was 23 years old selling people that would walk into our show room. I had to walk them through the product. I had to give them the benefits and the features. I had to talk about all of the stuff that we would give them as part of the package. And I would sell them on their experience and about also the trust of the company. All of that stuff. So I want you especially if you're thinking to yourself I'm thinking about making money and it just feels like that's all you're doing is trying to make money.

And to some of us it feels a little dirty in a sense. I want you to think differently about it. Think about creating really good products that serve a market, build a brand and then you're doing good. And then you get to give someone what they need and want, you're able to be compensated for it and then you're going to be able to live your life. And with your money, with your $100,000 a year that you're making, you're going to be able to then buy the things that are going to make you happy in a sense as far as like going on that trip and then everyone that kind of making contact with in that trip you've paid them people. And then they're able to provide for their families and it kind of circulates.

[00:08:00] Scott: But you got to think about it that way. But going back to the conversation I was having with my daughter, I was like, “Listen. You need to think about it like you're not just out there trying to think more things for yourself. You're not out there just to buy then next new fancy car. You're actually trying to provide for your family. And then when your husband's out of the service, out of the navy and you guys want to settle down and be in one location and just afford a middle class even lifestyle and then maybe you're going to be working more in charities and stuff because that's really where your heart is. That's fine. But you need to understand that in order to get there you have to make the money.

If you want to make the money you have to me, have a way for you to do that where it feels good within you,” if that makes sense. Hopefully that makes sense to you guys and hopefully I'm not going off on a side tangent here or a rant of some kind. But it's a conversation that I had with her and she got it. And she's like it makes sense. It makes total sense. It's even like this with the podcast. Like for the longest time in the beginning it was hard for me because I didn't want to go out there and monetize the podcast but I knew that in order for me to reach more people I need the podcast to start bringing new people in. But I also needed it to pay for itself. Then eventually, yes it can come in and start to supplement the other income that I had coming in and I can spend more time on it so I can reach more people.

Then I can give those people a better experience. I can give them more resources like the show notes and like the transcripts like I've added, which cost me money every single week to put them together. But I know that they are adding value to you the listener and hopefully you guys will take them and use them and then better your life. And create a brand that you guys can use to serve a market. And then to build something that you might build now and then sell later and then that will transition you into another part of your life in your journey. So again, I want you guys to think about that.

[00:10:02] Scott: If you've ever felt that like selling just feels dirty to you in a sense or a dirty word of making money online because I know that that is become just a really dirty topic online and it doesn't have to be if you're out there doing good and if you're out there building a business that can service a market. Period. And if you can create a better user experience or a better customer journey as I like to call it then I'm all for it. And I think you should be as well. So I shared what with my daughter and she seemed to like it so I thought I'd share that with you guys and hopefully you guys take a little something away from that.

But I'll go back to my daughter again because I'm so proud of her and what she's become and just spending that week with her since she's been back. It made me really realize that she was the one that changed my life and my wife's life forever. Not just with this amazing beautiful daughter that we have now that's grown into a young lady but because she was small at that time and I was missing out on the opportunities of being there. She made me say to myself I cannot work a nine to five. I will not work a nine to five. I will not miss those special moments. I will not feel guilty for not being there. So that one thing in my life, that child that I had going back now almost 23 years, that changed my life.

And I know a lot of people like they have kids, it's like they changed my life. They make me value life more. It's true, but by her being a small child at the time made me realize that I never wanted to miss out on that and I would do anything I had to do to build a business that my wife and I could be there every step of the way. And that's what we did, going back to my story of the photography business. We built that business so we could create our own schedule.

[00:12:00] Scott: Drive our kids to school, be home at night. All of that stuff. Then that kind of transitioned us to where we wanted to make a change so we could not have to reliant on just our customers that were coming through our brick and mortar. And we wanted to move online and do the online thing and we did that. You guys have heard the story and if you haven't go back and check it out. Episode 300 gives you the entire story pretty much. But you need to understand that this is a journey. This is your journey and there's probably been one thing in your life that you can go back and go wow, that one thing changed the direction of my life forever. So think about that. Think about that and if you're at that place right now where you're like, “I want to get out of that nine to five job so I can be there for my family.

I can be there for those special occasions with whomever,” think about that for a second. Because if you don't, where will you be in 12 months if you do nothing right now? Like you have to start. It's not going to happen overnight but you have to just start. I've said that time and time again. But just think about it. What is that one thing that could switch it for you or what is your why as I always talk about. You got to figure that out. And if you do, it's pretty powerful. So, let's kick this up a notch, what do you say?

Let's go ahead and let's listen to today's first question, I will give you my answer, we will get this baby rocking and rolling. Let's keep the energy up. What do you say? Let's do this.

[Q&A SESSION]

[00:13:30] Dale: Hello Scott. This is Dale from Redondo Beach California. I've been a long time listener and I've been on FBA for almost three years now. And things are going really good until the point where I need to make some changes for the better for my product. My question for you is going to be regarding how do you make these changes and not lose any SEO juice or rankings that I've gotten so far? For instance, when I first started I bought my bar codes off eBay and I know now that Amazon has changed their policy so I like to be compliant and change my bar codes to the proper GS1 barcodes. I'm also going to put in a new logo and a new label design.

And at some point I probably need to tweak my brand name as well in order to get a trademark to be compliant with the brand registry. When I do these things what's the best way to convert over to this new design and not lose any of the other search terms and all the great momentum I got before? Is it to create a new listing or…? I really don't want to run one down and then start the other one up after that? So is it better to create a new listing or is it better to change the current listing and the pictures and all that stuff? I'm just wondering if you had any experience on trying to change a product into something, to a new bar code or to a new logo design.

Thank you very much and I appreciate all the good work you've done.

[00:14:50] Scott: Hey Dale. Thank you so much for the question and this is a good one because you've got some momentum which is great. You want to change your logo or your packaging which I think is fine. I guess my only concern is you said that you bought some UPC codes off of eBay or a third party service which I still think is okay. My question would be have you run them through the GS1 database? Have you seen if these are ones that were purchased from GS1. I would be very, very careful on changing them especially if there's no warnings or there's any red flags because if you do decide to close down that listing and start a new one, you're starting from zero. So you're not going to have that link juice. You're not going to have anything that you've created as far as history goes.

The reviews won't be carried over. And even if you called Amazon I would probably bet that they won't carry them over even though the product is the same just new packaging and you've got a new UPC. I've never heard that being done. So I'd be very careful with that. So I would definitely look at the GS1 database with the current codes that you have and I would see if there's any issues there. If there's no issues there then I think that you could just update your packaging and leave everything as is in a sense because you have new packaging. It's like a new design. I don't see any problem with doing that.

Now, brand registry-wise, that's a little different story because if you're going to change your name then that could make a difference. I don't know because we don't really know if people are searching by your brand name or if they are being found. Maybe your brand name has your keyword in there. I don't know. That would be something I would think about later in a sense. You could always have your main brand and then have these be part of that brand just even just different versions of the brand name, if that makes sense.

[00:16:58] Scott: But that could be a little tricky. But I'd be careful getting rid of those listings that are currently working unless you're doing a total rehaul on the product themselves then you could always add a variation to that listing with just a different version. A different strap, a different connector or whatever, then you can do that. So I'd just be careful with that. Think it through before you delete or just shut down a listing and start over again. I would want to definitely make sure that I've checked all that stuff out. But you're on the right track, and sounds like you're doing pretty good so props to you man. Awesome job. Keep me posted. Let me know what you decide and how it works out for you. Hopefully that gave you a few things to think about. So good luck.

Let's go ahead and listen to the next question and I'll give you my answer. Let's do it.

[00:17:50] Nick: Hey Scott. This is Nick calling from Ohio. I want to thank you for all your podcasts and your resources. I can't believe the progress I've made in the past couple of months and I owe a lot of that to you. So thank you. I have a question kind of about trademarks and brand registry. I've only started a couple of months ago so I do have a few products but I don't have UPC or really a brand registry or trademark. So since my products currently are unrelated but I'm hoping to start more of a brand line in the near future I guess my question is kind of will I need to apply for a trademark sort of for my storefront name at the top of Seller Central?

Which is also my LLC name. Or should I be expecting to apply for trademarks for “brand name” of each individual product if I wanted the UPC benefits for each of my products. My hope would be that I can kind of just get one for my LLC or really like a blanket trademark name that I could sort of apply to everything and then in the future if the brand was more successful. Maybe be more specific kind of trademark brand name for that actual brand or that particular line of product. So hopefully that makes sense. Wondering if you can shed some light. I'm really not sure how to start that process or what would be a good way to go with it. Thanks Scott.

[00:19:28] Scott: Hey Nick. Thank you so much for the question and it's very similar to what Dale was saying in a sense. You're a little bit in the beginning stages. You've been at it a few months which is awesome. You've got some momentum going but now you're starting to think about trademark. The only thing that I heard a little bit differently here is that you have products that are not related. Now, if they are not related you've got something that you need to think about here. And that is are you going to be an open brand in a sense? And with an open brand that means in a sense that you have a brand that can sell different types of products. So think of yourself like you're an electronics company.

And you're going to sell all different brands under that electronics company. XYZ Electronics. And then you're going to sell different brands of electronics underneath there. That's going to be hard to trademark the top brand in a sense and then from there because it's not directly a product of the brand in a sense then it's going to be hard to do that. And I'm not really sure how that would work. Your best bet is to pick one or something that's close to the brand and then start to make those products of the main brand. I'm not quite sure how the brand would work without seeing your products and stuff and seeing if it would even make sense to do that.

But you're right. When you are going to apply for a brand registry, you're going to need to need the trademark and if you get a trademark on XYZ Electronics that's fine but you're going to have to make sure that the products that are under that brand are going to be directly related to it or that are tied to it and then they would fall under your trademark or underneath your brand registry. So just some things to think about. I would definitely ask you this question, “Are there some products that you're just selling just because they are selling a few and they are not really going to contribute to the overall brand? Or are you building a brand of miscellaneous products in all different markets.

[00:21:28] Scott: And to me that's going to be a harder thing to do there because you can't necessarily… I shouldn't say you can't. It will be harder to do a trademark, not necessarily the trademark but to get the brand registry. The trademark would be kind of easy to do because it's just the name we're talking about, we're getting it trademarked. And what actually that trademark is protecting but on the flipside of that Amazon needs to then say, “Oh this trademark brand sells these products that it produces, that it creates or that it manufactures.” So that's where it can get a little tricky. So not 100% sure where you're at with that. But hopefully that gave you some things to think about and I would definitely say I would try to focus on a market or at least a market and then a couple of submarkets that are tied to that brand. That's what I would do.

Hopefully this helped you. Anyone else listening, hopefully it helped you as well. And let's go ahead and listen to the next question. The last question of today and then we can get on with our weekend and get out there and start taking some action. What do you say? Let's do it.

[00:22:34] McKayla: Hey Scott. This is McKayla calling from Phoenix Arizona. And I have a question on pay-per-click. So I have an automatic campaign running and it converts pretty well at about 8% and then I took the keywords that are doing really well and I did a manual campaign and now that's converting on about 10%. I keep both of those running every day and those convert really well. But I'm wondering if I can keep adding additional campaigns and keep… Can you run more than one automatic campaign is I guess my first question. And if that makes any sense to do that?

Or should I be running multiple campaigns on different keywords or should I just keep at these two campaigns. I feel like they do really well. So I need to ramp them up more. I don't spend. I have it at $20 a day and it only spends about $3 a day. So I don't know if it's because I'm not getting searched enough. But I don't know. I need some advice on the pay-per-click, how many different ad sets to run and if we should be doing multiple manual or automatic. Thanks so much. Love the podcast.

[00:23:56] Scott: Hey McKayla, thank you so much for the question and another pay-per-click question. We get at least one or two of these per week. So I'm always glad to answer these because I know that's like a tricky area that we're all playing in and there's not really any right or wrong answer because everything is going to react differently from what we do. But the one thing I want to say is you were talking about possibly running two auto campaigns. No, I would not do that. I would have the one auto campaign if that's what you're going to do. Use that as your collection, as your data collection campaign and it sounds like it's doing really well. So does your manual campaign.

But here's where I think people get a little confused or a little over excited or happy because I heard you say 8% on one and 10% on the other. And I would die to have 8% or 10% ACOS on a campaign. Those are amazing. Like I've got a couple that are like 10% and 12%. I'm  like super excited about those. The issue is… Not really the issue but I guess the misunderstanding is really that you don't really have a lot of impressions and you don't have a lot of clicks. So yes you're getting a few eyeballs and the few eyeballs that you get are converting that's awesome.

But what happens when we scale that? What happens when we add more money to the budget because if you add more budget you still might not get the reach because you say like you're spending $3 a day but you're willing to spend like $15 or $20. That tells me that you're probably not reaching or it's not being searched for as much as you might thing. So my first step would be what are you bidding? So let's say that you're bidding $1 just to keep it easy and you're willing to spend $20 but you're only spending $3 and you're getting 500 impressions. My first step would be let's increase the cost per click to $2 and see if our impressions go up. That will tell us number one if we're not bidding enough but it will also tell us if there's traffic there for that.

[00:25:58] Scott: So we can scale. And as we start to increase the budget and the cost per click, can we continue to keep that ACOS, that percentage rate where it needs to be. So that would be some things that I'd be playing with. And I'd be looking at because again you coming out and saying like if we just had a conversation and you're like yeah, I've got these two campaigns and they are converting. One's at 8%, one's at 10%. I'm like wow, that's amazing. And you're like yeah but I'm only spending $3 a day. So it's not as impressive. It's not as good as it sounds. So my first thing is let's increase that. Let's see if we can actually get more traffic. Because if you can convert at that and we can keep scaling it, game over.

Like you're going to do phenomenon. So I'd keep the auto going. Maybe increase the budget there even a little bit and just see what you can do with that to kind of ramp that up and get more data quicker. And then the other thing is in the manual campaigns, you were talking, should you take those that are converting and bring them over to another campaign. That's one way of doing it. I would definitely try to keep your campaigns smaller. So you're not trying to manage like 100 keywords in one. And especially once you get ones that are converting especially if you pull your data report in like an auto campaign and let's say that you see that there's a three word phrase that's converting every single time pretty much.

Well then your next step would be to take that three word phrase, grab another, create another campaign and then create a phrase match for that or an exact match for that. And then just run money to that keyword itself in the phrase or in the exact. Then from there you're going to be able to just target that one phrase that is converting or that is getting traffic. So that would be the steps. Keeping things smaller a lot of times especially as you scaling will allow you to see more quicker and you're not trying to manage all these keyword.

[00:27:56] Scott: The other thing is when you have a campaign that has 100 keywords or more your budget is being allocated for all of those keywords. So a lot of times it's going to maybe start focusing or Amazon is going to start pushing views on five keywords that they think is relevant and you're not getting any on the other because it's not taking that campaign and spreading it out amongst all 100.So I like to keep them smaller. Especially in the beginning. So that way there you can see the numbers quicker but you can also take that budget and focus it more on individual keywords or at least your top ten. So that's what I'd do but again I think at this stage you need to add more money to your budget.

Not necessarily your budget, to your cost per click. I think you need to increase that. Keep your budget at around 20 bucks. Increase your cost per click and see what that does as impression wise. And see if you're still as you're getting this traffic increase are you still converting at the 8% or 10%. Then from there I continue to scale that even if it was depending on your profit margin. I would even keep doing that if it was 25 or 30%, why not and because that's going to drive organic sales later on on the backside. So hopefully this helped you or anyone else that's listening.

No, I would not do two auto campaigns and then two, second part of this is I would take the ones that are working and definitely make sure that you can focus more of your budget on those and strip out the ones that aren't. And if you want to strip them out, put them in another campaign then do that. That way there the budget isn't going towards those ones that aren't getting any sales or just even taking up part of the budget. So that's what I'd do. So hopefully this helped you or anyone else like I said listening, that's battling with this pay-per-click thing.

If you guys want to check out the free resource we have put together, myself and Chris Shaffer on pay-per-click, head over to theamazingseller.com/ppc. There's a whole set of training there. Chris and I did over three and a half, four hours of training over there.

[00:29:58] Scott: A lot of questions we've answered that you'll probably find useful so definitely go check that out. All right guys. So that's it. That is going to wrap up this episode. I'm going to remind you on the show notes to this episode can be found at theamazingseller.com/514. And if you want to ask a question of your own here and have it aired on an upcoming Ask Scott episode head over to themazingseller.com/ask and you can do that. You can ask a question right there.

All right guys. That's it. That's going to wrap it up. Remember as always, I'm here for you, I believe in you and I'm rooting for you. But you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.

[END]

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