TAS 619 Ask Scott #193 – No Organic Amazon Sales and PPC is TOO HIGH…Now WHAT?

How is your ecommerce business handling the new year? Are you off to a great start or you could you use a burst of energy and inspiration? If you need a little push, you’ve come to the right place! It is time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he shares his thought of the week, answers a question from a TAS follower like you, and much more. Don’t miss a minute of this informative and engaging episode!

Don’t stop!

We’ve all been there; you gain some momentum in your business and then suddenly something smacks you across the face. Maybe for you, it was a product that couldn’t bring in the profits you had hoped for, or it was a sudden health issue or financial challenge. There are a ton of reasons out there that can cause you to freeze in your tracks. While there is no way to avoid these obstacles, what you can control is how you respond to them. Will you let these challenges keep you down or will you pick yourself back up and keep headed toward your goal? To hear Scott’s encouraging message about staying the course, make sure to listen to this helpful episode of The Amazing Seller!

The old method won’t get you far.

It’s time to come to terms with the fact that the old method of putting up a variation of a trending product just to catch a bit of the magic (and profits) is dying if not already dead. So what is the solution? Can you still make money by selling product on Amazon? Yes! You just have to be willing to put in the work. Listen to this episode of The Amazing Seller as Scott explains how sellers like you can adapt and adjust to a more effective strategy for growing your business!

Four ways to drive sales for your product listing.  

What does it take to get sales and traffic to your Amazon product listing these days? Do you have to go all out and spend huge sums of money on a PPC campaign or is there another way? On this episode of The Amazing Seller, Scott lays out four ways to drive sales to your product listing.

  1. Know your numbers. What will it take to get your listing to rank?
  2. Adjust your PPC approach. Dial in on those searches your customers are looking for.
  3. Build an email list and use it to grow your brand.
  4. Reach out to influencers or people in your space who have your customers attention

To hear Scott expand on each of these important steps that will help you grow your ecommerce business, make sure to listen to this informative episode!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [1:00] Scott’s thought of the week, don’t stop!
  • [8:15] Question: What do I do if I’m not getting organic sales and PPC is too high?
  • [10:30] The old method doesn’t work anymore!
  • [12:10] What to do when PPC spending it too high.
  • [14:50] Don’t take shortcuts!
  • [17:30] Scott recaps four ways to drive sales for your product listing.
  • [19:15] Closing thoughts from Scott.

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TRANSCRIPT TAS 619

TAS 619: Ask Scott #193 – No Organic Amazon Sales and PPC is TOO HIGH…Now WHAT?

[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 619 and session number 193 of Ask Scott. This is where I answer your questions here on the podcast every single week and I'm going to…

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…keep doing it as long as you keep asking questions. So here's how you can ask a question if you have one. All you need to do is head over to theamazingseller.com/ask and you can do it right there. You can leave me a voice mail, you can leave a comment or you can head over to theamazingsellertv.com and that is the YouTube channel and you can ask a question over there as well.

All right, so if you have a question definitely submit that, I'd love to answer on an upcoming Ask Scott session. So now today, let me just start by saying that we are always going to be facing road blocks. I'm going to start with my tip of the week or my thoughts of the week because as I'm standing here at my standing desk, recording this podcast episode I have a rice bag on my neck. I have one of those rice bags that you heat up in the microwave and you put on your neck. And the reason why is because I got injured.

And I got injured during a challenge that I put on myself. If you follow me on Instagram you've probably been following along for the past 54 days I decided to set myself up with a little challenge. I said you know what, for the next hundred days I'm going to do 100 pushups per day every single day and I'm not going to miss a day. And I got to day 54 and it happened. I tweaked my neck. Now this is an old injury I had back when I was probably 15/16 years old. And every day I do like a military press or something overhead, never did it doing a push up though.

I got to like 95 pushups and I felt it. And this here is a little bit worse that I have had in the past and gosh, I can't remember the last time it's been this bad.

[00:02:01] Scott: But I literally had to pick myself up off the ground and very slowly walk into the house and have my wife take my sweat shirt off so that way I could go and take may shower and all that stuff. I had to say, ‘Hey listen, I hurt myself,’ and now here's the other problem though, my wife is always telling me, ‘Scott you should take it easy. Don't hurt yourself. The body isn't like it used to be. Got to be careful, you got to stretch more.' All that stuff.

And well, she was right. I had to go in the house my tail between my legs and say, ‘Can you help me take my shirt off. I'm kind of hurt.' But here's the deal. I was so upset, so mad because I did this to myself. And I had a whole list of things that I needed to get done that day. A whole list of things that needed to get done the next day. And also that now my streak of hitting 100 days of 100 pushups per day has been broken. And so immediately, all of these thoughts started running through my head. ‘I'm not going to able complete the challenge.

Now, I'm going to be down for a few days and I can't work out. Now I'm going to be down for a few days I won't be able to do the things I wanted to do in work. And in showing up for people that are relying on me.’ Like all of these things started to race through my head and I had to get into my own head and say, ‘Listen, yes this is a roadblock. This is something that came up. Now what we got to figure out is how to get around it.’ So I immediately said, okay I'm going to go ahead and step back from the situation and I'm going to evaluate what I can do.

Well, I can take a day off and I can do a few things that don't require me standing by the desk or that's going to require me to be uncomfortable. So there's a few things that I was able to do that this way here I wasn't able to like wasting a whole day because you guys probably a lot like me. For me to sit down for any period of time when I have other things to do it just kills me. It just kills me to not be able to do stuff.

[00:04:00] Scott: You have to almost like chain me down. So anyway I said, you know what here's what I'm going to do, and this is what again in business it happens. We actually had inventory get locked up this week. Inventory by the way which we are out of stock because we had such a good fourth quarter with this one SKU that now we're out of stock. We were expecting it to be here like a week ago and it's not here because it's held up in customs.

So we're losing between $500 and probably $700 per day in revenue that's not coming in because we're out of stock. So we could say this sucks, let's just give up, throw our hands in the air. No. We know that if we push forward and if we continue to take action as I always say other things that the business needs then we just go ahead and do it. And yes we try to address that and we do what we can but there's only so much you can do sometimes in a certain situation.

In this case, for my neck I can't say, ‘Oh, I'm just going to magically get better and push myself.’ If I push myself further guess what happens. I'm going to get hurt even more and be down for even longer. But in this case I can say you know what, I can still walk, I can still do leg exercises, I can still do other things so I don't feel like I'm losing or that I am stopped. And that's the big takeaway for this week. Do not stop. No matter what. You have to continue to take action on a regular basis. You have to.

And when these road blocks come up, deal with them but then move on. Like slide past it. So that is my big takeaway as I said here with a warm rice park on my neck recording this episode. And again, you just have to keep moving and things are going to happen. That is business, that is life. You just have to be able to kind of get your mindset right and say what can I do right now? What can I do? And then just keep moving. It's when you give up is when you fail. You will never fail if you never give up. You have to, you have to keep moving. And you have to think about what you can do right now.

[00:06:03] Scott: And it always comes down for me as like why am I doing this. Like why am I still wanting to work out? Because I want to stay in shape, so I'm heathy or so I can live longer. Why am I building a business? Well number one I think it's fun. That's one great thing. But also it's something that we'll bring in more revenue for my family. So that way there we can do the things we want to do and we can live the lifestyle we want to live. I'm not talking about buying like big fancy items. I'm talking about just living comfortably.

Like that's what it is. So not missing those practices or those games or the events at school or any of that stuff.  That's what drives me. And again, you have to think about what drives you. So don’t stop. That's the key. Don't stop because you had a little bit of a glitch or you had a little bit of a neck tweak or you had inventory that got held up or you had a hijacker that came on a listing. You're like, ‘This is not worth it. I'm just going to stop and I'm going to do something else. This isn't easy.’ Nothing's easy. You have to get out there and you got to work a little bit.

But you can do it in a cool way, you can do it in a fun way and I believe that you can create your own destiny if you want to. But you got to keep moving, you got to keep moving. So what am I going to do about this neck injury? I'm going to take about three days off. See how I feel. If I feel okay, then I'm going to go ahead and get into it. I'm just going to pick up where I left off. The reason why people lose weight and then they don't keep it off is because they have one slip and then after than slip they have a second slip and a third all in a row.

And then they go, ‘You know what, I just wasted it. I'm done. I'm just going to keep going and doing the bad stuff now. Because I ruined it all.’ No, just pick up where you left off. Just pick up where you left off. Get back in the groove. So that is that. That's my little rant for the day and again little frustration in my own life that I'm sharing with you guys. It happens. But you got to keep moving. You got to keep taking action. So the show notes to this episode will be theamazingseller.com/619, just to let you know if you wanted to go grab the show notes.

[00:08:03] Scott: Here's what we're going to be talking about today. And I'm going to read this question because this one came in through YouTube I believe. So I'm going to read this question. Very short question but it's a great question. So here it is.

Ralph asks this question. Scott, what do I do if I'm not getting organic sales and pay-per-click is getting too high?

So some of you, a lot of you are probably already know what I'm going to say. Number one, you need to know what it will take to rank organically. And for anyone that's listening that's like, ‘Scott what do you mean rank organically? What does that mean?' Well, it means that if someone types in ‘stainless steel garlic press' you're going to show up for stainless steel garlic press in the organic search results. Not the paid results. That's what we're talking about. So the one big mistake I see a lot of people making is they launch the product, they go after product that's getting good sales numbers but they don't realize what those numbers actually are that they are going to need to create in order to rank.

So again, this is how it works. And you guys that already know this just bear with me here for a sec. If you have a product that you're looking at sourcing and it's selling 20 units per day, and you want to get there you're going to have to sell 20 units a day. And you have to figure out a way to get those sales. We'll talk about how to get those sales here in a minute. And we'll address Ralph's question. But the first thing I need you to understand is what it will take to rank. How many sales do you need?

So when you're doing your product research, and when you're going through this process you need to know that number. So when you start to plan out your pre-launch of what it's going to take you will by the outreach that you do or the list that you build or the different ways that you’re going to be able to drive traffic.

[00:10:10] Scott: Because that's technically what you're doing. You're driving traffic to your product to get sales. And a lot of times in the past people would just say, ‘Oh, I need 20 sales a day. I'm just going to put it up on a deal site and I'll get 20 sales a day.' Guess what guys, not working any more. Could some products do okay? Sure. Depending again on how many sales you need. But for the most part that right there, that model is broken now. And here’s why. Because everyone's doing the same thing. And the people that are on that list of that deal site they are seeing the same thing.

They've seen the barbecue mix, the garlic presses, the vitamin C serum. They have seen the barbecue, the brush to brush your meat or whatever. They’ve seen all that stuff. Or the brush to clean off your grill. They have all seen those. They don't need any more. So this takes me to the next part of what I want to share with you guys. And I've shared this before, I'm going to share it again and I'm going to keep saying it over and over again until you get it or until you do it.

Number one, you need to know what the sales are.

We already went through that. You need to know that. Now you know what your target is, now how do we get them? Well if you want to use a deal site, that's just one way of doing it. You might pick up a handful of sales here and there. If you want to do that, discount your product at 90%, go for it. There are some things that are not going to work in your favor again like I said because everyone seeing the same thing but then also you're going to have, if people do buy it at 90% discount they probably won't be able to write a review.

So there's all these different things that they are coming into the mix which might not be important to you but if it is that's one thing to keep in mind. So what you need to do is run pay-per-click right from the start.

[00:12:01] Scott: Now here is where I'm going to address Ralph's question. What do I do now because pay-per-click is getting too high? My question to Ralph would be and anyone else out there is, have you went after the long tail keywords? And what I mean by that is stainless steel garlic press. That's a long tail. A regular keyword or a, let's just call it a seed keyword would be garlic press. That one there is probably going to be very, very expensive. Because it's a very generic keyword. But if you go long handle stainless steel garlic press and people search for that thing the chances of you converting are higher, number one.

But number two it's going to cost you less because less people are probably bidding on that. Now I recently did a YouTube video which I'll link that up in the show notes showing exactly how to find these long tail keywords and then also setting up an exact targeting campaign. Where all you're doing is bidding on those keywords if someone types in that exact phrase. See, whenever one is bidding on the same keyword or search term the price is going to get higher. Now, depending on when you did this as well, Ralph as far as when you figured out the pay-per-click is getting too high, it also could be time of year.

If it's Christmas time then the pay-per-click is probably going to rise. But your conversions might be better. But it's still going to rise. So my advice to you Ralph and anyone else out there is number one know your numbers. Know what you need to rank and number two start going after the long tail. So that's like two things that you need to make sure that you follow.

Now the third thing is build an email list. Now if you’re not building an email list I'm going to give you a link to our free workshop and that is theamazingseller.com/buildlist.

And I'll link that up in the show notes as well. That shows exactly how to build a list from start to finish. Everything you need to know is right there.

[00:14:01] Scott: And if you have not started building a list in 2019 you need to start now. Slowly but surely you'll start to build an email list and then from there you can let those people know when you have a special or a sale. But here's the other thing that I want to bring up here. You can't just build a list and launch products. Not going to work. I'm here to tell you if that is your main goal, not going to work. It's more of a long-term play. Now, can you get some sales for doing that right off the bat? Yes you can. We've done it.

Our first product in the new brand when we launched that brand we did this exact approach and we did sell about 140 units from that launch list over about… I think it was about ten days. So not bad. But it isn't going to always work that way. And it might be where you build a list of 1,000 people and you sell four units from that list. And then people they would raise their hands and go this doesn't work. I'm stopping. I'm going onto something else. Messenger in Facebook. I'm going to do the Messenger bot thing because everybody is saying that's the new hot sexy thing that's going to work.

Or I'm going to do this other thing which isn't legal. I'm going to do a, it's a rebate list club thing that these people are signing up to basically buy your product and then you refund them. Like that's not even legal. But you're going to do it because it's a shortcut. Like no. The long-term play is what you need to be thinking about. And that’s what I'm thinking about and other people that I'm coaching right in our Inner Circle that's what we're doing. It's the long play. Can we get short term results? Yes if you do it right.

But we also are looking at the long tail. What did it cost to build that list? Let's say it cost $1,000 to build 1,000-person email list which we've done it for a lot less than that. But let's just say that's the case. And then let's say that you launch a product you only sell ten units. You'd be like, ‘Oh my gosh. This doesn't work.' But if you follow the formula of going through and then giving these people helpful and useful content throughout the next three months, five months, a year you're building a relationship with them.

[00:16:07] Scott: You're showing up more inside of their world so they might not be ready to buy today but they are going to be ready to buy in a month from now. That's the gold. That is the secret. Following up, stay in front of mind on a regular basis. There's so much more I can go into this and I'm not going to do it here in this episode. This is an Ask Scott session, it's supposed to be quick. And they never are for me but I want them to be like 15 minutes and they never seem to be that short. Because I want to make sure that you understand this.

That is the long-term play. So I would know my numbers. I would get the pay-per-click stuff dialed in as far as longtail keywords. I'd be looking at that and I'd be experimenting with that. I would also build by email list because so I’d have that asset being built. By the way, that is an asset that you own that you will have in your business. And then the other thing I'd be doing is I'd be outreaching. I'd be reaching out to people in my space, in my market. And I'd be hey, I just come out and say, I've got this product. I'd love for you to take a look at it. Let me know what you think.

And then you're not asking them to give you a review. You're not asking them to send something out to their audience. All you're doing is sending them something, letting them know the product in their market that you created and you want their feedback because they are an influencer in that space. And that could a person that's got 10,000 subscribers or 100,000 subscribers. Doesn't matter. So that's that you need to keep in mind. So those are four things.

One, know your numbers. What is it going to take to do to actually rank?

Number two, pay-per-click. Start getting dialed in on those searches that are exactly what your potential customers are looking for.

Number three build the email list so this way here you have an asset that you can continue to continually leverage.

And then number four reach out to influencers or just people in your space that have the attention.

And eventually you want the attention and that's where I'd say then you should probably go out there and start building your own Facebook presence and whether that's Instagram or Facebook or YouTube or whatever and then build that asset.

[00:18:11] Scott: A lot of what I'm talking about right there is exactly what we're teaching inside of E-Comm Business Formula which depending on when you're listening to this we have the first beta class going through that right now. But this is exactly what we're talking about, once we get into more of the traffic getting and the attention getting parts of building out a future proof brand. But this is what you need to do guys. And actually this is part of our ten-step formula for building a future proof business.

If you're interested in that, depending on when you're listening to this, we might not be open as of right now but we do a free workshop going through those different pieces inside of this formula. We kind of give you the entire blueprint, the roadmap if you will. If you're interested in that head over to theamazingseller.com/workshop and then the other details there or on that page will be there for an upcoming workshop if you want to attend. I can actually take you through that exact process. And this is part of that process by the way.

It's just a small piece but it's an important piece. So definitely check that out. So hopefully I answered your question Ralph and anyone else that is listening that is wondering how do I get ranked if pay-per-click is so darn expensive? This is how. This is how. So let me remind you guys one last time about the show notes. They can be found at theamazingseller.com/619. I'll include all of the links, even that video I mentioned I'll include it there on the show notes page.

Also I want to remind you to not stop. When things get hard, you got to push through. And you need to look at that situation and figure out how to get through it or how to get around that road block like I am right now with this rice bag on my neck as I record this episode and spend some time with you. You got to figure that part out.

[00:20:00] Scott: So guys that's it. That's going to wrap up this episode. If you want to ask a question of you own, head over to theamazingseller.com/ask and I'd l love to hear from you. So that's it. That's going to wrap it up.

As always remember, I'm here for you, I believe in you and I am 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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1 comment
  • Hi Scott,

    This is not an “Ask Scott” question but rather a response to “TAS 619: Ask Scott #193 – No Organic Amazon Sales and PPC is TOO HIGH…Now WHAT?”

    What if you HAD a long history of organic sales as an existing seller?
    I used to average 18 orders per day (approx 15 organic to 3 PPC).
    Today it’s 4 orders – mainly repeat customers.
    Yes, long tail keywords are included in the ad campaigns but the majority of sales were organic.

    Since September ’19, my category is now wall to wall Sponsored Ads.
    There’s an Editorial and Amazon’s suggestions and their own brand taking valuable real estate.
    Any non-Sponsored listings are big name brands – this wasn’t the case before September ’19.

    Sponsored Ads have gone from a tolerable 30% to 125% as private sellers realize that the only way to be found is through PPC.

    Yes, I agree 100% that everyone should be building their own lists!

    If anyone was to ask me today about selling on Amazon, I’d say validate your product but move away (with a list) as fast as you can!

    Thank you for your support.

    Jack
    Sydney, Australia

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