Today, we’re excited to welcome back Mansour Norouzi to dive even further in the best PPC Ad strategies working on Amazon today.

Mansour is the Partner and Director of Advertising at Incrementum Digital, where he leads high-performance PPC Management strategies for 7- and 8-figure Amazon brands managing millions in monthly ad spend.  He also has his own brand that he manages as a seller.

> Here’s a glimpse of what you would learn….

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Mansour Norouzi, director of advertising at Incrementum Digital. Mansour shares advanced, data-driven Amazon PPC strategies for launching and ranking products, emphasizing the importance of conversion rates, focused keyword targeting, and campaign structure. He explains how to use Amazon’s analytics tools to optimize ad spend, discusses tactics for both new and mature products, and highlights the growing role of AI tools like Claude and OpenClaw in e-commerce workflow optimization. The episode concludes with actionable takeaways for effective Amazon advertising.

Here are the 3 action items that Josh identified from this episode:

Tools and Websites

Books and Influencers

Videos

Templates

Key Concepts and Strategies

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started my business in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!

Transcript Area:

Josh Hadley 00:00:00  None of this that we’re talking about is magic. Like, if you always do this, this will always happen. That’s not the way it works. You have to have a conversion rate that supports it. Then if you have the correct conversion rate that is above average and is better than the market and your products differentiated, then all of these strategies work for you and it’s a logical way to gain more exposure as you get more exposure. Amazon sees you, they rank you, etc. so it’s not like that. It’s not like this is that complicated. But I think people make it complicated with their product. They’re trying to force their product to rank when in reality it doesn’t.

MC 00:00:35  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You’ve already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.

Josh Hadley 00:00:48  Want to know the best launch strategies working right now to get your products ranking highly on Amazon? Today’s guest is breaking everything down so that you can do that yourself.

Josh Hadley 00:00:57  Welcome to the Ecomm Breakthrough Podcast. I’m your host, Josh Hadley. I scaled my own brand from 0 to 8 figures in sales, and now my mission is to take it to over nine figures. My journey on my journey to nine figures, I bring you the unfiltered conversations with the smartest minds in e-commerce. Past guests include Ezra Firestone, Kevin King, and Michael Gerber, author of The Myth. Today, I am super excited to welcome back Manzour Norouzi. To dive even further into the best PPC practices and strategies working on Amazon today. Mansour is the partner and director of advertising at Incrementum Digital, where he leads high performance PPC management strategies for seven and eight figure Amazon brands, managing millions in monthly ad spend. He also has his own brand, and so he’s a seller himself. So everything that he is doing for his clients, he’s also doing for his own brand. So he actually has skin in the game. If you’re a seller who’s already scaled and now needs your PPC to work smarter, not just harder.

Josh Hadley 00:01:55  This episode is for you. Mansour, welcome back to the show.

Mansour Norouzi 00:01:59  Thank you so much for having me. First time. It was amazing to talk to you and I’m really excited to be back in the show. Also, one note we also have a few nine figure brands that we work with. Just wanted to add a side note there as well.

Josh Hadley 00:02:14  You’re working with the big guys as well. So you you have really good experience as to what’s working and going on.

Mansour Norouzi 00:02:20  I appreciate.

Josh Hadley 00:02:20  It. I love it. Well, again, it’s not often that I invite a guest back on here for part two. If somebody is coming back on. It means that, you know, we were we were diving into some wicked smart strategies in part one. And man, we didn’t have enough time. We needed to set things up for a part two. And here we are. So for those guests that did not hear part one of Mansour’s strategies that he was sharing, we talked about AMC setting up your audiences.

Josh Hadley 00:02:45  If that’s news to you, make sure you go find that episode with Mansour and I and dive deep there. Today we’re going to be diving even further into PPC strategies. What’s working right now because the game of PPC continues to change, especially with AI advancements and things like that. Any seller knows that things are changing rapidly, so this is a super pertinent for today’s time. So Mansour, you’ve got a case study teed up for us and I think we’re going to kick it off, which is like what’s working when a client comes to you and says, hey, I’ve got a new product I want to launch. Walk me through the strategies and what’s working today to get my product ranking quickly and highly on Amazon.

Mansour Norouzi 00:03:25  Okay. Awesome. So yeah, this is actually pretty new. We have a client that anytime we we have for our team for clients, we have managers. We have analysts working on that. But this client sometimes wants to have me on the call as well. So he asked me to be there just to see if I have any insights as well.

Mansour Norouzi 00:03:43  So they launch this product and this is a very low price product below $10. So the discussion was that what should be our strategy to launch this product. and they had success with some keywords. They were ranking top five. But the thing was that. Let’s say from 15 keyboards, that was very important for them. They were ranking to 67. For the other ones. We weren’t ranking. Now we looked at the data and I’m looking at the data. I’m like, okay, it’s very clear why we are not ranking for those keywords. And the reason is that we didn’t I didn’t see enough spend and enough sales getting there. So it is very simple. There is no complexity here. But the simple thing that when we looked at the search term level, I asked our team, okay, tell me how many sales from advertising side we are generating for these keywords that are not ranking? And we noticed that let’s say we are generating 1015 per day. But in reality those terms, they’re very high search volume and the sales that are being generated for them.

Mansour Norouzi 00:04:46  Let’s say in order to be on top, you needed to generate 30. Not 10 or 15. And then we looked at the campaigns and you notice that the campaign is getting either out of budget or the bids are not enough high enough to get to show up at the top and generate sales. So I want to take a step back and just show you how we think in general about ranking for the products, and it is very simple. I won’t say the algorithm has changed, but it’s a good reminder to just think that how the whole system is working. So if I want to drill it down and make it in one sentence for. And if you know that ranking for keywords is on Amazon, ranking is in keyword level. And in order to improve your ranking, you should have enough sales velocity for the keywords, right? If in average on top 15, let’s say they are generating an average 30 per day and you are generating five per day for that keyword, well, you are going to stay at 3040 and you’re not going to go to top 15.

Mansour Norouzi 00:05:49  And if your goal is top ten, top five, you need to generate even more sales volume. So I’ll make it very simple. Let’s have an assumption that you don’t have any budget threshold. So let’s go with that. And then I’ll go down to what should you do when you have a budget limit. So if you don’t have any budget, the way I approach it is that okay, that’s awesome. We take all this highly related keyword and we give them enough budget. We target them. Usually we still start with exact. And the reason with starting with. Exactly. Because this argument I have with so many people, it doesn’t mean phrase is bad. The only reason is that with phrase you don’t have control, right? I’m talking about generating enough sales velocity. Then you go toward the phrase it is spreading different between different search terms, and you don’t have visibility and control over okay, this keyword, how it is performing. Yes, you could go into the search term level, but from campaign level you can’t control it.

Mansour Norouzi 00:06:48  So we start with exact. And the main reason is that the main reason is control. The second reason I would say is that the one of four indexing for ranking purposes that you are doing it, but for control, we start exact with the related keyword. We let’s say if you have unlimited budget, put 100 200 budget for each campaign. And in terms of the structure of the campaign, it’s very simple. If a keyword has a high search volume keyword, you go with single keyword campaign. If it is in the middle, we are okay with 5 or 10. If there are very long tail keywords, no search volume, keywords. We don’t mind with having 15 or 20 because we don’t want to go be extreme and say all of them should be single keyword campaign. It’s crazy controlling them. Managing spend and budget is very difficult. We don’t do those approach or at the same time we don’t want to say go with 2030 per campaign for all of them. No, because you have to make your priority, right? If it’s a high volume keyword, you need to put more budget and make sure other keywords they could get spent as well.

Mansour Norouzi 00:07:47  So that’s how we approach in terms of how to organize their campaigns. And from there, the the idea that thought process that you should have is that if you have unlimited budget and you launch your product, you should be able to generate enough sales. There is no budget limit, so you should be able to generate enough sales and you’ve got to be. So here again we have two approaches here. One is that for most products is that you have to be in top of search the products that most of the sales are happening above the fold. Meaning for instance, if I want to purchase anchor briefs I’m not going to go to page end of page one, end of to the page to to look for anchor brace, ankle bracelet, ankle brace. As long as I see good pricing, good reviews, as a customer, I would purchase it. But if I’m looking for another product that is designed based, for instance, I would give you some example like pathways for kids or generally toys or fashion related products.

Mansour Norouzi 00:08:44  As a customer, I don’t care about the product being on the top. I’m looking for a design that I’m interested in. I’m looking for a color that I’m interested in. So customers looking more. Now I’m telling this because it totally depends to this. Let’s call one of them fashion related products or exploratory products, the other ones that are just easy to purchase right away. The customers are purchasing. If you are going after these like ankle brace or whatever the customers are purchasing above the phone are a strategy for rank is just top of search. And the reason is that we want customers to see our product. At the end of the day, the goal is customers. Our product is visible to them and they purchase for these type of keywords. If you want to get visibility and purchase, you got to be on top of search. That’s why for all of these keywords, we highly we are very aggressive with it. We make sure I’m not saying how much to bid or how much above the suggested bid doesn’t matter.

Mansour Norouzi 00:09:41  What matters is that you are on top of search. It’s number one, 2 or 3. So that is our goal to show up on top of search generate sales. Now for the other products, which is something a mistake that I see many brands do. You don’t need to be on top of search. And the reason is that in top of search you are paying premium. Why would you pay premium to be on top while the customer’s scrolling, going down and seeing your product? So be in the middle, which or in the rest of the search which you are not paying that premium cost per click, you will still get the same impressions and potentially the same clicks. Of course, you might get a bit less, but the difference won’t be high because customers are scrolling as same. Actually, when we talk about search performance, I could show some examples of that as well. So so here.

Josh Hadley 00:10:27  With that, how do you know whether your product is the type of product that needs to have top of search placement versus, hey, it’s okay if this just shows up on rest, a search, or maybe the bottom of page one.

Mansour Norouzi 00:10:39  That’s a that’s a great question. Thank you for asking. Conversion rate. So there are different ways to like look at it one you would know from your product. But second, if you don’t know it, there are two ways to look at it. Either you have a product in that category in subcategory. If you already have different product in subcategory, you know from your data. If not, if you go to the brand metrics, it shows the conversion average conversion rate of the shop category. So if the average conversion rate is 1%, 2%, what does that mean? After 20 clicks people are purchasing. This is a clear A flag for that okay, this is a product that people look at different products to purchase. But if your conversion rate average conversion rate of the market is 10%, it means that people are just purchasing right away. They are not exploring much. That is one approach from brand metric. The other approach is from Product Opportunity Explorer. I have actually a template that you go to a subcategory in niche, you search for it and since you have the search terms, clicks, number of sales, you could easily calculate the average conversion rate for that sub niche.

Mansour Norouzi 00:11:46  So that’s another one. If you see average conversion rate for a subject is 15% versus 3 to 5% for another category. Again, that shows you what people are exploring more. The third is you might have the same product. I’m pretty sure you have it. Some keywords are highly, highly related. Some keywords are low intent. This is a good example that for low intent keywords. If you go to search query performance that you could calculate the conversion rate of the market and your product. You could talk about that in search rate performance. If and you will see that the conversion rate is there low. Or if you go to the top search terms you will see that click the purchase share for those top products are very low. What does that mean then purchase share for the top products are low. It means that customers are not purchasing from the top all these. They are going down and purchasing from the other products. Actually, that would be a good transition when I go to brand metrics to talk about search performance.

Mansour Norouzi 00:12:46  I’ll definitely show that as well. Does that answer your question?

Josh Hadley 00:12:51  Yeah, I love that. So for those listening, stay tuned. And if you’re following on YouTube, go to the part where Monzo is going to be sharing his screen to help us know, like, hey, this is where you dive into these metrics. Here’s where you can find brand metrics. Here’s where you can find scoop data. Opportunity explorer I would love to see your template on that as well. Monster. But I love what you just talked about. I think to sum it up for our listeners, it’s like you need to know whether your product is highly like there’s a lot of, I guess, call it differentiation. If you have like a, a t shirt is maybe a good example. It’s very design driven, right. And so there is going to be probably like lower conversion rates because people are browsing around and comparing their options. But if you’re but on the flip side, if you’re just selling a white t shirt that doesn’t have a design, it’s just a commodity product, right? Or like an ankle brace where design is not in the equation, it’s just an ankle brace.

Josh Hadley 00:13:45  Now you’re just competing on price, which I think those categories are really hard in general. But that sets up your entire strategy. So you can have you can bid for a rest of search and you can bid. You don’t have to have top of search placement if you have a design component, or there’s a lot of product differentiation where conversion rates are lower and and consumers are basically browsing. So that basically sums that up. Manzoor. Yes. Continue on this strategy. So now I know I’ve got my exact keywords. I know I’ve got them all buckets. Like how many keywords are we talking about, by the way. Like are we talking because when my team does keyword research, sometimes we’re finding 100, 200, 300 plus keywords. Are you saying on day one I should be writing? Like if I have an unlimited budget, I should light up all 300 keywords on day one.

Mansour Norouzi 00:14:32  That’s why I said unlimited. If you have unlimited, definitely go after all of them because all of them could generate things.

Mansour Norouzi 00:14:38  But in reality it rarely happened that the clients, the brands, have unlimited budget. That’s why I wanted to go from high level that let’s put that threshold aside and tell you how I think about it. And then we go back to what happens with the limited budget. So continuing that, let’s say if you have targeted all your 200 high year keywords in different campaigns. Now, the way we look at about that, because it’s not just targeting them. Right? Okay. What is the next step. So let’s say we are showing on top of the search the way from what we are seeing from there a few things. One is that we want to generate sales with good conversion rate. And also we want to see that ranking is moving. So for all of these keywords we are looking at the ranking points. What is happening? One when we start is when we see the rank has improved. Let’s say we are. Our goal was to be on top five. We are on top five. We will usually stay for a few days, we push for a few days and then we start optimizing because we are like, okay, organically if you have rank.

Mansour Norouzi 00:15:40  If you are not supposed to be there when we pull down, it means we don’t belong there. So then it is a stable where we want to be in terms of the ranking. And we see, let’s say we went up to nine and it’s not moving at all. So that is a place that I’m like, okay, at this stage, if it is you are pushing, it’s not moving. Then that’s where we are. We belong at at this time because of the reviews and etc.. I’ll talk you about that. If you’re at number five, it isn’t stable, it’s not moving anymore. And you’re happy with that. That is very we start optimizing down. We don’t want to be aggressive, go for ranking anymore and having a class of 90% no, we are going to optimize it toward the goals that we have. And the way we think about is that, okay, on number five, if customers are interested, they are purchasing I will stay there. But if I just want to think about, oh, I want to keep pushing to be there, well, at some point you’re going to pull down with your ad, right? If you are not staying.

Mansour Norouzi 00:16:32  So you don’t line there, which in most cases, if with PPC you go there, it means you have a good conversion rate and you could stay there but don’t like. Actually, they had a call yesterday, two days ago. From nine we jumped to five and we were discussing to do the optimization. I told them no, we just jumped in a one day. Let’s stay in number five for three four days and then start optimizing. We don’t want to move fast and pull down as soon as we push. So when you are stable you could optimize it. This is to answer the question of okay, how far we have to optimize. When you are stable, you could start optimization. The second is that I’m talking about good conversion rate. I mostly I cared about two things the sales volume, how much you are generating and seeing that organic ranking is moving. They come very here. It initially might not give you any, I would say insights. And the reason is that your conversion rate would be above the average.

Mansour Norouzi 00:17:23  But for top products in the category for the keywords usually is higher than average. But for you for a new product, since you don’t have reviews yet or your reviews are low, you can’t expect to have a very amazing conversion rate, but as soon as if the sales volume is there, you will see the movement. And as you get wine reviews, more reviews coming up, you will see your conversion rate is improving. The reason I’m mentioning this is that I’ve seen the conversion rate are around average or a bit below average of the category, but still I see the improvement for ranking the top five, and there are so many good reasons for it. Right. As I mentioned, new products, not enough reviews. So and what has happened actually helping is that honeymoon that Amazon says, okay, this is a they have this in their background as well right. That okay this is a new product. It’s doing good. Let’s give the benefits of doubts. But if it’s a mature product and your conversion rate is around average or below average, probably you won’t be able to rank for that keyword.

Mansour Norouzi 00:18:21  So the story is different between natural products and with historical data and a new product. So that is pretty much the whole process for us to target it and start doing the optimization. Now the next question would be that when do you go after phrase and maybe auto campaign? Usually after week two we do that and it’s a discussion of budget as well. But after week two. Usually we go after that. But we have a different approach with phrase. That is what sits phrase and broad different but auto also for the exact is that our exact our approach for exactly what we think is it is just for ranking. We push with them, then we launch with phrase. We don’t want a cost of 90%. What is your A-Class goal? Is it 30%? We optimize toward 30%. So we want to bring the sales that in future we are going to generate. So you’re like, okay, go with whatever bid that it’s going to give you the cost that you are happy with. That is how then we launch our phrase and broad, totally different story.

Mansour Norouzi 00:19:21  There is no pushing with phrase and broad push for rankings with exact because we control these other ones constantly, just to give you more sales with good kind of return on investment, not losing money for those because there is no gold there. There is no ranking goal there. So why would you want to watch that lose profit for those things that you are generating? If you are losing profit, lose profit with exact that is for the purpose. So that’s the whole process of how we are thinking with unlimited budget. Do you have any questions?

Josh Hadley 00:19:52  No, I love that. And I think that you hit the nail on the head as it relates to like trying to rank well on Amazon right out of the gate. It comes down to a couple things. Number one, making sure that you have your exact match campaigns dialed in, that you have a healthy PPC like I guess bid there, especially if you need top of search. So that’s number one. But then a fundamental component of this. Mansour you kept talking about conversion rate, conversion rate, conversion rate.

Josh Hadley 00:20:18  Right. And now right out of the gate, if you’re starting with zero reviews or just ten reviews, you might have a lower conversion rate. However, that’s why you need to have a lower price to make up for, you know, basically you’re you’re arbitrage ING that risk for the consumer to say, yeah, I know I don’t have a lot of reviews, but you’re getting it at half the price that it should normally be at, right? So that’s part one. But I think the challenge too is I hear a lot of sellers that they’re just frustrated. They’re not ranking and they have a conversion issue. And it’s like the the market doesn’t want your product either. It’s a design that they don’t want or there’s just nothing unique or differentiated about it. And again, I think the big takeaway for people to listen to is like, if you don’t have a conversion rate that’s going to beat the market average, especially as it begins to mature, you’re just wasting your money trying to push on your exact match.

Josh Hadley 00:21:11  PPC campaigns like none of this that we’re talking about is magic. Like, if you always do this, this will always happen. That’s not the way it works. You have to have a conversion rate that supports it. Then if you have the correct conversion rate that is above average and is better than the market and your products differentiated, then all of these strategies work for you, and it’s a logical way to gain more exposure as you get more exposure. Amazon sees you, they rank you, etc. so it’s not like that. It’s not like this is that complicated. But I think people make it complicated with their product. They’re trying to force their product to rank when in reality it doesn’t. So that’s that’s the aspect I took away. And then I really love that you talked about. Yes, you should add phrase and auto campaigns. They still have a place, but these should be profitable campaigns exclusively, whereas your exact campaign should be if necessary, they could be driving a negative ROI. And that’s okay because you’re generating the sales, getting ranked on those keywords and you’re serving a longer purpose on that.

Josh Hadley 00:22:11  So I really like that. And I think that was a great strategy if we have an unlimited budget. But what do we do if our budget is a lot smaller and we’re a bootstrapped company and we have to go in with like a scalpel, and we have to be precise with how much ad spend we’re going to be giving away.

Mansour Norouzi 00:22:27  Yeah, A great call out for that pricing because yeah, it just happens that at the beginning. To your point, you don’t have reviews. You don’t have anything. So you need something to incentivize the customers to purchase. That pricing strategy is very very important. And sometimes brands what they don’t want to do it. And they want to go to the market with the same price as everyone else, that it’s not going to work. Right. Because you need you need to give some incentive to people to purchase your product. Apart from that, for wine reviewers, something that I have heard and I believe it’s true, is they have a credit per month, right? If you give them a product with higher price, they are more critical about the product.

Mansour Norouzi 00:23:05  But if your product is low discounted compared to what is in the market, they’re a little nicer towards you with a better review. That’s another thing. And finally, the only way, the only time that sometimes we see, we see good results with products that have the price is not discounted, as if the product is very, very differentiated. There’s something that everyone in the market wants and there is nothing similar to it. Yeah. In that case, there is no gauge. You might be able to get away with that and have a good conversion or a good sales. Other than that, definitely start with lower price. Thanks for calling that out, Josh. Now we don’t have an unlimited budget. That’s in most cases. So this becomes very strategic and going after all the keywords 200 keywords that you mentioned, even in some cases 2030 keywords is going to be very difficult and it’s not going to help you. And kind of you are spreading yourself thin about for all the keywords that you are pushing all the keywords at the same time with a limited budget.

Mansour Norouzi 00:24:04  Here is what’s going to happen for all these keywords that we see. You can’t generate enough sales velocity because there’s not enough budget and you keep pushing them, but your organic ranking is stuck at some place. Let’s say you get all of them to 20 and you’re a second 20, and you won’t be able to do anything. It’s not going to help you because your your organic ranking is not good enough to bring organic sales, so the momentum is not moving from organic side. From advertising side, you keep pushing your generating the sales amount of sales that makes you good to stay. Number 20, number 15. Number 30. Not to number ten. That is why you got to take a step back and say, okay, I have let’s say $200 a day, this $200 per day. What are the potential keywords that I could put this budget to get to organic ranking as fast as possible. So if you have 200 budget, definitely you don’t want to go after the keyword with 50,000 searches because it’s not going to move the needle.

Mansour Norouzi 00:25:03  So you could I would personally say you got to start from low search volume to meet search volume keywords. Now the question becomes that which is very important. We had this discussion with our team that how should I know for this keyword how many sales I would generate. The honest answer I don’t know. But here’s the thing. We had CPR from helium ten. But directionality tells you in seven days, I think. Top three or whatever products. How many they are general. How many you have to generate to be on top ten for CPR. It gives you the seven day sales you need to generate to be on top ten. I don’t think it is that accurate unfortunately, but the way I look at this is that I would create campaigns for, let’s say you have 100 keywords, I would create campaign for 100 keywords. And I know that what is these buckets like low the low search volume mid search volume high search volume. So I do my structure the same way that I’m supposed to do for unlimited campaigns.

Mansour Norouzi 00:26:01  Now I take from down the list. I take let’s say ten campaigns and I give them the budget for these ten campaigns. The other campaigns are paused for now. After two days, three days, you are going to have a clear idea of what is happening, because from a few things, if your budget is not enough, you will see that your campaign is getting out of budget during the day, noon after noon. So that’s one indication that that. Sorry. That is what indication that you are not spending enough. So the way I see this is that you got to go experimentally that oh for this keyword, for these campaigns, for this thing campaigns 200 the attribute is here. Oh, they are generating enough sales. They are not getting out of budget or top of search is good. So we see the momentum. So that is good. And if you see still you have extra budget you could add more campaigns. I know it is more of experimental than saying oh directly what to do.

Mansour Norouzi 00:26:54  But after all these lunches we have done, I haven’t seen any approach to say that oh, here is the direct method that you can calculate what keywords to go after. So we make all the campaigns ready for all of them. From bottom. We select this and search volume. If you have an idea of how much it might need in terms of budget this 200, how much of these can cover. We go with those. And after three days we have a good idea. Do we have extra budget? Let’s add more campaign. We don’t have extra budget because we passed some of the campaigns to focus on the keywords that are very important, and we work from the bottom. We move up. The other thing, the other approach that actually could give you a good idea for search quality performance. If you have the terms that you want to target, you have the number of the clicks that is happening, number of the purchase that’s happening. It could give you some ideas of how many sales are being generated there and how many you could grab, but I feel like it’s too much.

Mansour Norouzi 00:27:49  Instead of that, you just go with giving the budget and after three days we decide how to move. But the whole thing I’m saying is that with that limited budget, you should have a limited keyword. So you go after these, you rank these keywords and then you rank them. You shift to the next bunch of keywords. Just keep that in mind that then you rank for these keywords. You are improving rank for all the other keywords that even you are not targeting, because at the end of the day, you have the same route and we see the rank is improving for the other keywords as well. So that is our approach to make sure with limited budget, we don’t go after all of the keywords to not be able to rank for any of them. Yeah. For keywords with 1 or 2 sales that you need to generate, you might organically rank for most often you won’t be able to rank because your budget is not there.

Josh Hadley 00:28:38  I love it. So to sum it up, what you said is like you’re going to take probably your longer tail keywords and you’re going to start there because inside of those long tail keywords, you’re going to have like the root keyword.

Josh Hadley 00:28:50  So like the ankle brace example, it’s like ankle brace for basketball players 10 to 18 right. That’s a really long tail keyword. Well inside of that long tail keyword there’s still the keyword ankle brace. So you’re as you make sells on that longer tail keyword you’re still going to be generating some credit quote unquote for the ankle brace keyword. But you’re not going to get the full juice of that until it’s you’re actually advertising on the ankle brace. Keyword starts showing up. You’re getting sales conversion from those specific keywords. But what I, what I heard from you is like, hey, don’t take all 200. You’re going to take maybe your top 20, but it’s not top 20 search volume keywords. You’re like, hey, here’s the most like specific. Even though they may have limited search volume for them, I’m going to start with these 20. And these are going to be very longer tail keywords, which means, you know, $200 a day on each of those. Like I might not ever even get close to spending $100 a day in each of those campaigns.

Josh Hadley 00:29:52  But as you gain more budget, then you can then say, all right, time to turn on ankle brace for kids, right? That’s a little it’s a medium tail keyword. All right. Now as you gain more budget then you’re like, now we go after ankle brace. Is that basically the the process that you’re using there?

Mansour Norouzi 00:30:10  Yes. That is the process we are using there. But what I would recommend is that usually in the first stage it has happened that for us, it gets anywhere from 500 to 10,000 even keywords, right? And you could be selective on what of these keywords to go. I’m not saying you have to go after all of these 500,000. No, because for them it’s easy to rank. You could even go after 10,000 keywords. Again, if you are having telling me I have a $20 budget, I’m like, no, I’ll just go after a few long tail keywords. But if your budget is a bit good enough 10,000 keywords search volume, you could also rank you have ranked times and times it is easy to rank for them if you have a good product.

Mansour Norouzi 00:30:49  So what I’m saying is that take from that low search volume to high search volume and be selective about them. So one up, one way you could be selective about them is that take the ones that have different route keywords right. So you could cover different route keywords. Don’t go after just ankle brace for keywords that have ankle brace for ankle brace for instance one keyword which is very important as lace up and brace. So its lace up ankle brace is very high volume keyboard. Make sure in the first selection that you have, you have lace up ankle brace for kids for instance if it’s related. So from your long tail keyword search keywords, you have those specific routes that you are targeting. You’re ranking for them. At the same time, it’s going to help you in the high search volume keywords. You are improving the ranks for anything related to lace up as well.

Josh Hadley 00:31:43  Yeah. Love it. Really well said there Mansour. All right Mansour. So now we’ve launched our product. Now we’re in the mature phase of our product.

Josh Hadley 00:31:51  What changes in your ad strategies for maybe a mature product that’s been around for a while, and maybe a client comes to you and the product’s been alive for a year and they’re like, hey, I’m still struggling with ranking. What do I do? And I feel like my tacos are too high. My ACOs is too high. Like, what are the strategies that you employ, even for your own brand, to manage some of those more mature products.

Mansour Norouzi 00:32:13  So in when it goes to mature products, there are few things that you got to look into. First of all, you got to drill down to keyword level because you might have losing some money. Your ACOs might be high for some keywords for other keywords. Your ACOs might be good. Your ranking might be good for some keywords. For others might not be good. So you got to look at the situation. And you shouldn’t generalize that my ACOs is bad. Now what you have to do across the board, it’s more of okay, what is happening underneath, what is going on there.

Mansour Norouzi 00:32:43  So one thing before even talking about ranking is that you mentioned what’s your conversion rate at this stage the conversion rate is very important. If you go to brand metric and I can show you the brand metric after this, if you go to brand metrics in that subcategory, if you have the subcategory and your conversion rate is lower than average conversion rate of the market, I’m like, okay, it’s probably you’re going to lose money if you push because your product is mature. You have all these ranking rank that you have and historical data. Pushing for ranking for your product is not going to work because your conversion rate is very bad and also you are not in a honeymoon. Amazon is not going to give you any benefits of doubt. So in that case, there has been situation that the clients are like we look at the data, not just conversion rate, the conversion rate and also keyword level data. The conversion rate for the keyword is low, for the product is low. We can’t we don’t recommend pushing for ranking.

Mansour Norouzi 00:33:37  So that’s it because you are going to lose money. Now let’s say there are so many cases that for mature products it’s not that okay. All you have to do now optimize for all the keywords. So you also in that stage also you have keywords that you are optimizing, keywords that you have to rank. I’ll give you one example. And one of these clients that I was working with and he was my friend. He said, I want to go to check this repricing platform. I’m like, okay, if you want to do it, go do it. And then said, by the way, they are asking me to manage. They want to manage that as well because they are saying that these should be aligned like, okay, if you like it, go try it. And the problem that happened is that from 40 K profit per month, he went down to five K profit per month and in a matter of two months. And he was freaked out. He came to me. I was freaked out.

Mansour Norouzi 00:34:32  I’m like, what the hell is happening here? Like, you are going to lose the business anyway. So what they did in terms of the whole issue of the pricing, I don’t know, I feel like the pricing was too much of a change. And kind of you are decoupling the history of your product with Amazon because Amazon said, what the hell are you doing with all these changes that consistently happening? And also, I don’t know if this is my feeling that Amazon says, I know this product with this price range. Everything I have about this product is in this price range. Now that you are out of that kind of the story is changing. I have this feeling that now Amazon is disconnecting something. Their rank suddenly jumped from A to 1519 and they couldn’t go back up. But another issue that they had that that’s why I mentioning this is that so for few keywords that’s they’re very important for him. And I was keeping the costs higher. So if our costs for the whole campaign was for all the keywords were around 30, 35 for a couple keywords, that they were the most important keywords.

Mansour Norouzi 00:35:32  I was optimizing towards 70% costs because it was helping me to manage the ranking and etc. and generate more sales. But they didn’t do that. They started optimizing down and that caused the whole thing like just to break, because even the organic ranking broke for that main keyword. So the point thing is that you got to have a strategy for every product and keyword. Now you have a good product with good organic ranking. Optimize them. And if you see with optimizing, you’re in a good spot. Just optimize them for profitability. Your keywords that either you want to improve ranking or you need a push. That keyword is so important. Sometimes you need to keep pushing with PPC to be stable for that keyword, and it’s sometimes for those. Create your exact campaigns and my strategy this. If I want to rank for a keyword, let’s say again until I have ankle brace, I’m optimizing for 30%. Because now at the same time I’m like, okay, I see a potential to improve on your neck brace.

Mansour Norouzi 00:36:35  My strategy is that I’m not touching this keyword that I’m already I have optimized and getting good sales. I create a new campaign for and collaboration exact, and I push there with my bid for top of search. I don’t want this key campaign that was performing good. I don’t want to touch it because for so many reasons, when you touch it, there’s a good chance that Amazon gets used to your higher cost per click, and then you go down. You want to get there, or why would you touch it when you are getting Amazon knows your product knows where to put you to get to that good bit. So my approach for ranking for mature products, as always, for any keywords that you see the potential to create a new campaign with exactly if you need to be on top of search and aim for higher requests and see how your ranking is moving. Here’s another thing about the budget that you need to consider. So anytime you want to put some budget toward ranking, let’s say you want to increase.

Mansour Norouzi 00:37:31  You want to give 10% 2,020% budget for extra budget to. For some keywords to improve the ranking, you should expect 20% increase in your tacos. So before doing any changes, keep that in mind. It doesn’t mean if you are pushing for ranking for some keywords you will keep the same. Tacos for the product definitely will go up. And I have done the calculation that if you are going 10% higher with budget, the max tacos that could go up the max is 10%. But sometimes if you go for ranking, there’s a chance that it might not go, but you’ve got to expect that with anything you push any percentage in budget, the same percentage in tacos you will see is potentially going up.

Josh Hadley 00:38:14  I love that. Is there ever a period of time on tour with like, mature products that because they don’t have the right conversion rate, you basically just tell them like, hey, just spend profitably for this keyword and bid low. Focus on the phrase keywords. Focus on the auto campaigns. Because like now you’re just trying to arbitrage PPC bids and it’s less about ranking because your conversion rate is showing me that you cannot get ranked for these keywords.

Josh Hadley 00:38:40  So actually, don’t worry about ranking. However, there is a strategy where if you have a low bid auto campaigns, low bid phrase campaigns, your ACOs is below 20%. They’re all profitable sales. So maybe that’s how you make your money instead. Is that a strategy that you see and follow?

Mansour Norouzi 00:38:56  Oh yeah, definitely. First of all, I have you haven’t realized that auto campaign phrase and broad. They are not. Some people still call them. Discovery campaigns know for every single of our brands. Auto campaign, freeze campaign, broad campaign. They are performing much better than exact. So forget about they are not any more discovery campaigns. Amazon has become very good in finding the right keywords and targeting them with good bit. So to your point, for every single of your product, make sure you have auto freeze and drop with a good bit and you will be surprised how good they are performing. That’s a good call out about the products that don’t have good conversion rate. Yeah, the whole process is even with the exact just optimize it.

Mansour Norouzi 00:39:41  Like don’t push it. Why would you push it if it’s not performing. Just optimize to get generate good sales and you have profit if it is not ranking, what is your kind of why are you pushing for rank if you can’t rank it? But even for a judge, for products with high conversion rate still auto phrase broad always perform three follow the same approach. Yeah. Optimize for a good cause. And with phrase or auto broad, never aim for any ranking at the same time for even matching products. Aim for ranking. Focus on exact for those keywords. But auto phrase broad always keep running. I also related the faster product. We have this keyword theme keywords related to your products. They are performing very good and I don’t know why people shouldn’t run them. And sometimes I see people talking about negation in terms of funneling keywords, which I don’t agree on. I won’t do it because I have seen like I’m like, I don’t care very much sales coming up if I’m ranking, I told you I care where my sales coming up because I want controls for ranking.

Mansour Norouzi 00:40:46  If I’m in a mature product, I absolutely have zero care. My sales coming from exact coming from auto. Why should I? If it is performing in auto, why should I negate it, not move it to exact? It’s a new term. Go target it. with the exact same phrase. Why should I go and negate it? I don’t care if that auto gives me sales. Let it give me say a why should I say oh no, I want that to be right here. Which is, I think in a big mistake and just let Amazon do its thing. That has been very good. Don’t don’t try to limit it.

Josh Hadley 00:41:18  Yeah, I’ve seen it where you take a keyword that’s performing great in auto, you move it to exact and then it performs terribly right. And so for whatever reason, Amazon just likes it in an auto campaign. And you’re like, all right, fine.

Mansour Norouzi 00:41:29  Like and the worst would be that you negate that term in auto. Now you blocked that term as well.

Mansour Norouzi 00:41:34  And the reason just for that is that Amazon is learning in campaign level. Right. So that campaign has a history. Amazon knows they’re your product for that term which placement is performing. Then you move that to a new campaign. It’s like fresh with zero context. We are talking about AI. You have opened the chat that doesn’t know anything about you. Now you have to tell, okay, my name is this. I’m doing that. I want to do this project, so there’s no context. Same goes for Amazon with the campaign. New campaign has zero context and it’s not going to perform good.

Josh Hadley 00:42:07  I love that that is really well said. Great analogy Mansour. Now I know we’re we’re coming up on time, but we’ve got to dive into the meat and potatoes of this, which is. This is all. Everything that you just talked about is already like the foundational layer. Okay, is all about the conversion rate. And so what I want you to do, Mansour, is like, walk me through, you’re going to share your screen.

Josh Hadley 00:42:29  Walk me through how you look at your conversion rate to compare it to the market. How are you using Skype, Opportunity Explorer and brand metrics so that we know which strategy we need to employ? Should we be pushing on this keyword? Or should we say, hey, we’re not going to rank for this keyword, we’re never going to because we don’t have the right conversion rate. So instead, I’m just going to focus on profitable auto phrase broad campaigns for this product. Walk us through that.

Mansour Norouzi 00:42:55  Yeah, let’s do it. So Josh, this is the brand matrix, and the way you could access here is from Advertising Console. If you go to the brand matrix, it brings you here. Now the good thing about this brand metric is that it shows you the funnel. And you could any product that you sell, any subcategory that you sell, you will see showing up here, all the stuff categories of the products that you are. Sometimes also happens that the sub category is so small that when you click and go, there might not be enough data.

Mansour Norouzi 00:43:23  So in this case we are talking about ankle brace. You click on ankle brace right. This is the funnel. We don’t have to talk about this. Maybe in another video session we talk about that or so much here. But if you click here view detailed metric for product in the brand. So this is what I’m talking about for ankle brace. It says your brand by the way this is not in one product. All the product in that subcategory the customer’s conversion rate for us is 20%. The category median is 11% and the category top is 25%. So we have a great chance and you have a good organic ranking because you are far above CategoryIndian and of course we are still below category top, but we are very close. So this product, if I want to look at this, have a great chance of being if we want to push for ranking has a great chance, a potential chance for ranking, because the conversion rate is very good and close to category, category top. Also, there is another thing here that since we are here, I want to mention because 80% is very interesting and I’ll tell I’ll read what it says.

Mansour Norouzi 00:44:28  Purchased sales index quantifies the amount of orders your brand has generated relative to your most comparable peers. You are performing better than 85% of the brand like yours in this category at driving metrics in the purchase segment. Basically, if you put this week over week, Amazon is telling you that this product has a sale purchase rate of 85%. It means it’s performing better than 85% of the market. So if next week he’s actually be in at 92. We have gone down now from 92. We are down to 85%. I’m like, okay. Something is happening, right? Because now there are other brands performing better than me. So it’s a good which for us, that’s why we are doing some experiment again with the images etc.. This is good to see what’s happening. Usually I look at it for brands and I want to see it’s going up or being stable, not going down because it’s going down. It means other brands doing better than us. But this is what you are talking about. The conversion rate in the category.

Mansour Norouzi 00:45:28  So this is for your category. But for medium and top you have this 11 and 20%. The answers that you’re looking for know that that is about that. I could for the Product Opportunity Explorer I have a template. If you want me to go over there, I could show you the template as well.

Josh Hadley 00:45:47  Yeah. Let’s take a look at that.

Mansour Norouzi 00:45:49  Yes. For product opportunities there we go to the Growth Product Opportunity Explorer. You click there and you note here any product you search, it’s going to bring all the submissions to that product. So I’ll click on ankle brace. It’s going to bring all the sub niches that are related to that which is this is an amazing place for keyword research. If you want to do keyword search for product research, if you want to do product research, this Opportunity explorer is incredible. You can even filter to different categories, and Amazon is adding AI to give you some suggestions, some opportunities. Anyhow, we are not talking about that, but here is ancillary so I will go here.

Mansour Norouzi 00:46:24  So from some information here it shows the products that are getting 80% of clicks clicks off the market. I’m going to just go to the products. Download this I’ll go to the search terms. It shows the search terms that are generating 80% of the clicks in this market in this sub niche. I’m going to download this now I’m looking let me look for my template. Okay. So this is the template. And I can send you this template if you want to share it with the wheel.

Josh Hadley 00:46:52  We’ll put it in the link in the show notes.

Mansour Norouzi 00:46:55  Right. So it says input products. You click here File import. And just import the the asset that we just downloaded. This is the product. Yeah. So we import the product and make sure you replace data at the selected cell. So it goes right there. So these are the products we downloaded. Now we import the search terms that we downloaded. Go to import. And we select the search terms that we downloaded right from here. When you do this if you go to the summary it gives us the average conversion rate.

Mansour Norouzi 00:47:26  Now I want to show you how close this says 12.26 here says 11%. So it is very close to what the reality is and the way it’s calculating. It’s very simple because in search term level we have the click here we have the purchase in the product. We have the some other data that I can’t recall what it is. So basically from product and search term I’m marrying two things to get to the data. And here I could calculate even what’s the daily purchasing search term level? But I’m not looking at it. I don’t know how accurate that is, but for me, for any product, this is how easily I could say, okay, what should I expect? And the discussion that you had for keywords would offer products with low conversion rate. If I see here something like with 4% 5% conversion rate, that is the right formula. Okay, this is a product that people browsing because the conversion rate is average is very low. So that’s about that. Next should we go to the search query performance.

Josh Hadley 00:48:22  Let’s do it.

Mansour Norouzi 00:48:23  Okay. Awesome. So next topic that I want to cover the search query performance. Also I created a template I’m going to show you before getting into that that platform I created, I just want to explain what the search query performance is in a simple word search query performance is the funnel from when customers search for a keyword. From here if I go to Amazon. So if I search for anchor rings. What happens is that Amazon is recording one intuition for every single keyword for every single products here, because one customer’s search for it. So what Amazon is actually counting in search query performance is sponsored product. Organic results. It’s not counting accounting sponsored brands or sales related to sponsored brands. It’s not counting sponsored display or sales related to sponsor display. And also these badges are not calculated customers clearly viewed. For instance, they are not calculating search performance for customer searching. Amazon gives impression to all the products. Now if I go click here. This product in Search Query performance is going to record one click.

Mansour Norouzi 00:49:31  And if I purchase this product this product is purchased. Amazon is going to record purchase in the search query performance. But here is one thing that that’s why I wanted to explain this before going into more detail, is that if customers comes here through this product, but goes and purchases medium large product. This sale, the impression is recorded for the medium product. The click is recorded, but the purchase is not recorded because customer the shopper didn’t purchase the same product. So search query performance is the funnel from seeing the same product, clicking on the same product, purchasing the same product. Does that make sense? Josh.

Josh Hadley 00:50:08  Yep, that makes a lot of sense. So if you have variations, know that you could have some nuance here, right?

Mansour Norouzi 00:50:13  Exactly. So okay. That’s great. And it’s a recording for sales. It’s recording in 24 hours. If the purchase happens after 24 hours, it’s not going to record it in search query performance. So for search query performance you’re having brand level. You have in the Asin level you select Asin and you see all of this.

Mansour Norouzi 00:50:31  Now I want to tell you how I am using search query performance. I created this super template that everything is blurry for you guys here so you don’t see the product. I love AI and vibe coding. I have created this just everything here with white coding, with cloud code and my own. It’s connected to Amazon API for search query performance. And recently last week I create I connected to Amazon advertising. So it brings the Amazon ad data here as well. Now what you see here is that all the trial assets that you see here, the data that you see on the top coming from search query performance from last week, the difference is the delta. It is the delta with the previous week from the search query performance. So right away from here I could see that okay great. My ACM purchase in the in the previous week 23% we had increased delta CTR. Well actually this should be negative. I have to change it because this should be read because they have gone. No, actually they have gone up.

Mansour Norouzi 00:51:29  Never mind or click share 4% off. So right away I can see what is happening in the whole product level. So I aggregate data in all search term level to get to this data. But I have something here. It is AI context. What I did. I sat down and I gave all my thought process to AI. That’s how I think about all of these metrics based on that AI, looking at the data and giving me some context. So I got to work on that. But anyway, now here’s the thing. If we go to if we click here, that was in product level. But for us what is important is that you want to dive deep into the keyword level and understand what is the data we are looking at. There are a lot of data here, so let’s forget about this. All keywords because it’s aggregated. I’ll give you a few examples. Now let me go down. This is a product. This product is a combination. It’s a supplement. It’s a combination of ashwagandha and magnesium.

Mansour Norouzi 00:52:24  So it is not necessarily just ashwagandha. It’s a combination of different products. So if you look at here for ashwagandha and magnesium, I don’t want to show you the ranking. I’m number three for this product. And something interesting that you could see here I’m ranking good. Look at my click share. 17% is my click share in the last week. Purchase share is 14% for me personally, when I look at the data of search query performance for any keyword right away, I could tell you if you’re ranking good, if you’re ranking bad, and if you have the potential for ranking good or bad. So here you can see that my click, share and purchase share is very good. And I’m number three if I go to ashwagandha, which is not necessarily my product. Look at this. To give you a reference. Look at the click here. Less than 1% less than both of them are less than 1%. So I am seeing here that okay, so there’s a reason I’m not ranking because my product is not highly related.

Mansour Norouzi 00:53:23  At the same time, I could see this in data, but now actually I was talking with the team that okay, sure for this product because our Delta CVR, this is the CVR. The difference of my CVR with the market, my Delta CVR is 3.5%. And this is the average. Right? I’m like okay, I know I’m not going to be able to rank for this because my product is not related. But at the same time, I don’t like the fact that my click, share and purchase share so low. Why we are having we are having this much of a low click share or purchase share which after adding ad spend. Honestly, I haven’t checked out the spend to make sure the data is correct, but just looking at this, if it is correct, let’s assume it’s correct. I’m like okay, it’s clear why I’m not seeing improvement. I’m not even spending enough for this keyword. While I know I could generate sales with good cost per click. So to give to get a calculation for this, this is a keyword I won’t go after ranking because my CVR is bad.

Mansour Norouzi 00:54:20  It’s below the market, but it doesn’t mean I should stop spending. I have to go to the fluctuation. I have to optimize to a good ACOs and spend. We are not spending here. Same as magnesium, but another keyword magnesium is glycine it. This is not related. Let me go to ashwagandha supplement. Right. Same context here. Lower click. Share. Lower. Purchase. Share. Well, which we are not spending because our CVR is lower. But if we look at let me see, I don’t see any other related. So here. Ashwagandha alchemy that’s a product that is highly related to me. You can see click, click share and I’m number 3 or 4 for this 17% click share 12% purchase share. So the way I look at it is that this data of click share and purchase share is super crucial for me, for me anywhere. You can see in the middle somewhere I’m not either at 5%, 6%, 6%, 7% and the variant ranking very good. But we pushed because we knew this is a product that we could rank.

Mansour Norouzi 00:55:22  We pushed it there. Now we are at number three. We were I guess number seven eight. Now we are number three. So these two data points are very close.

Josh Hadley 00:55:31  How did you put because like initially like your click share was only around 5%. Right. And even your purchase share was pretty low right? So what do you mean by you pushed it and what did you do?

Mansour Norouzi 00:55:42  More spend more to spend.

Josh Hadley 00:55:44  Just pure PPC.

Mansour Norouzi 00:55:46  Pure PPC. None of my products have any other thing. Every time I’m talking at least about my brand pushing for ranking or anything, it’s just PPC and I always rank only with PPC. And the other thing is that you put right away. Like for instance here I went from 7 to 17. You could see that okay. Sales coming up. Right. The purchase share is going up. Click share going down. Purchase. You’re going down. So there is a clear understanding of how this product is moving. If I move for instance from I went from 17 7 to 17% click here.

Mansour Norouzi 00:56:19  But my purchase share is staying at like seven eight. Okay. Seems like it’s not going to improve much because the purchase shares. We don’t see that live anymore. Let me see if I can see another product, maybe this product.

Josh Hadley 00:56:34  My question would be how do you know when to push versus not right, because you looked at some of the other more broad keywords, right, where ashwagandha and you had like a 0.9% click share. Why? Why are you not pushing on that? Why did you choose to push on the the keyword that had 6%, which still wasn’t. It’s not as good as 17%, but I mean it’s better than 0.9. But like what? Your threshold, I guess would be my question to know when to push versus not.

Mansour Norouzi 00:57:01  My delta CVR was the difference was too high. So let’s go back. So if we look at this one my Delta CVR. Look at here minus five minus five Anderson compared to the average.

Josh Hadley 00:57:14  Okay.

Mansour Norouzi 00:57:15  So my CTR.

Josh Hadley 00:57:17  For the market average.

Mansour Norouzi 00:57:19  Exactly. And if I want to even add here let me add for market as well. If you want to see the these are the calculation I have done. It’s not Amazon give you in the table, but you have the impression of the market, your product and clicks you can easily purchase. You can easily calculate that. So look at here my conversion rate for the product here is 1313. Look at the conversion rate of the market 1918, 18, 19. So the chance of me being able to rank is there when we are talking. At the same time, we are not talking about like going from 30 to 20 or 15. I’m talking about top ten, for instance. Right. That is something you got to understand. So I should be able to get to top 15, but the chance of me being able to get to top five or top ten is low. So the way I think about this I show around the keyword is that I know I’m not going to get to top ten, but why I’m not in top 15.

Mansour Norouzi 00:58:12  The reason is that I am not spending. I’m not getting in. Click share. So how do I expect to have a good organic ranking even here? Like at least we were at 3%, 3%, 4%. All of a sudden, the team I move this account from myself to someone else to do the operation. They started doing too much of optimization. So you can see that that optimization over optimizing went from three four all the way to 1%, which yeah, even here the variant at top ten. But still we are generating more sales from these keywords. And you can see the impact on the sales right from 64. It has gone to 613. Like clearly you see in the sales for some people this data might be too much. I know because there are so many numbers. And by the way then there is something right here. It means compared to previous week the number went down. But for me, like I’m just looking at this, I could create a story for myself that what is happening in that, in that specific product.

Josh Hadley 00:59:13  I love that this makes a lot of sense. And I know this may look like a lot, but to be honest with you, man, what else are you optimizing towards if you’re not looking at this data? Like I see this as like this is the this is the dashboard that you should be focused on. This should tell you everything you need to know about your product. When to push, when to pull back. And rather than just looking at here’s the mistake, I think that’s happening on PPC. You just look at ACOs or you just look at tacos, but it needs to get at a keyword level and you’re just you’re showing that right now. Now I’m looking at a keyword level which, which or which keywords am I happy to continue to maybe lose money on, have a high a cost or something for because I know it’s supporting my overall ranking. Otherwise you’re just optimizing towards like high level metrics, which are ACOs and tacos, which is like it’s too high level. And I think that’s the challenge when you just work with a general agency that’s not looking at keyword level data like this, like you get you’re just optimizing towards inefficiency, to be honest with you, and you’re not trying to optimize your rankings at a keyword level.

Josh Hadley 01:00:22  So I see this as like foundational. And you need a you need to start selling this vibe coding app that you just.

Mansour Norouzi 01:00:29  Thinking about that by for now, all the other data point that it’s going to make this even more helpful is that we will add a row here that shows the ranking. So this is for week, right? The average of the week, plus the way I’m thinking about is that below that average of the week shows the lowest and highest rank as well. So you have the idea because the data is in weekly. It’s not daily the rank. Even then you bring the rank here, it gives you a clear picture. And just to your point, I agree with that. But at the same time I’m like, you don’t need there are 100 keywords here. You don’t need to look at 100 keywords. You have 80% of your sales come from 20% of the keywords. In my case, it might for some of my products are even like 4 or 5 keywords for those 4 or 5 keywords.

Mansour Norouzi 01:01:11  Of course, I’m going to go and see what’s happening for you might be 1015, but my point is that you’re not looking at 100 keywords and going for all of them. It’s going to be a few of keywords that are very important, and the future is that it’s going to be a genetic right. So hopefully at some point AI could look at that and tell you what’s going to happen. But yeah, that’s that is this goes back to me telling you surgery performance is incredible. If you understand how to look at it. At the same time, if you understand the nuts laws, how data are coming off, one that you mentioned the variation, you shouldn’t say, oh, these purchases, if you have variation, you got to consider that what is happening. Actually what I did here, I aggregate the data in parent level as well. So I sum up everything for parent level. But the point thing is that you got to just know that this is directional. Like click share is actually there is no flaw in the click share purchase.

Mansour Norouzi 01:02:02  If you have variation, you got to consider that in the purchase there might be something that you need to keep in mind based on those that make your judgment call.

Josh Hadley 01:02:11  Yeah. Well, I’m sorry this has been fantastic again. We could probably go on for another hour here, but I love to leave the audience with three actionable takeaways from every episode. So, Mansour, here are the three actionable takeaways that I noted. You let me know if I’m missing something. So number one, I would say you need to understand your data as it relates to Amazon. This is no longer especially in the authentic world that we are moving into. It’s no longer sufficient for you to stick your head in the sand and and just look at high level data reports and start optimizing towards those, because the best brands are going to be doing exactly what you just showed. They’re going to be coding their own software. They’re going to be looking at keyword level statistics and then making all of their decisions from that. So number one.

Josh Hadley 01:02:55  Begin collecting your data and thinking about how you’re going to own the data. By the way, we previously had Ellis Whitehead on the podcast from Databricks, and he talked about how you need to gather your data stored in a data warehouse. Make sure all of the rows are populated and like, categorize correctly so that AI can actually read the data and actually provide you relevant figures. Because just uploading a generic SKP report to AI, it’s like I think it’s this. So here’s my hypothesis and it will be very confident in its response, but it may be reading the data completely wrong. So data data data number two, when you are launching a product, know what your overall strategy is. First and foremost is this a product that has it’s very differentiated. There’s a lot of browsing going on because that’s going to shift the entire way that you are going to advertise for this product. You have to understand, are there a lot of supplemental products, are there a lot of competing like designs or whatever it is, or is it all just a commodity, which if that’s the case, you need to be on that top of search and then action.

Josh Hadley 01:04:00  Item number three is I loved the mindset shift that I had, where if you have a mature product, it’s not all just about ranking. There may be times where you’re like, hey, my product only ranks for a handful of keywords, but for all the others, we still advertise on those big search volume keywords, but only on auto phrase broad. And we do it at low bids. And we we pick up a few sales here and there and they are profitable. But I know as the brand owner I’m not I’m never going to push for those keywords because I know I don’t have the conversion rate to support it. So that is the fundamental premise behind all of this. Mansour, anything you think I missed there.

Mansour Norouzi 01:04:34  Now you did a great job. Actually, I couldn’t I couldn’t have put better than you.

Josh Hadley 01:04:38  Well, into our final question, since you’ve already answered about your favorite book and influencer in the space. Tell me what your favorite AI tool that you’ve been using and why.

Mansour Norouzi 01:04:47  I give you two.

Mansour Norouzi 01:04:48  One is that Claude, Claude, Claude, the whole thing of Claude, because Claude Desktop has the Claude Claude co-workers. Incredible main things that you could do. Actually, I’m thinking about creating something about that and sharing on LinkedIn. But cloud cover and cloud code, either in the desktop or. No, just installing your terminal starting coding. And you see with Claude, everything I did with that super template, what was with cloud code. So these three right now, honestly, to be honest, I’m not using ChatGPT anymore. My whole life is now as Claude products and sometimes Gemini. Another thing that I have been using as a fun it’s I’m sure if you are on Twitter, you have heard about Open Cloud that you can create agents for AI agent assistant. I have created an assistant for me, makes Daily Brief, does research for me as I ask what to do with ghost. Does it come back to me? It’s incredible. So these are the two things that I on a daily basis.

Mansour Norouzi 01:05:43  I’m using the cloud plus that open claw that I made my own AI agent.

Josh Hadley 01:05:50  So now we’re going to have to have like a part three episode with you. Any good ideas? And I want to hear all these use cases.

Mansour Norouzi 01:05:56  Yes, that might be a good one. If you want to talk about AI, that would be a good one.

Josh Hadley 01:06:00  All right. Sign it up for part three. Let’s do it. Monsters. This has been a fantastic episode. Thank you so much for your time today. And we’ll see you on part three.

Mansour Norouzi 01:06:08  Thank you for having me.

MC 01:06:10  Thank you for listening. Visit Ecomm Breakthrough Comm for more information. If you’ve enjoyed today’s episode, the best way you can show your appreciation is by clicking the subscribe button and quickly leaving a review. See you again next time!