Podcast transcript
Introduction
Hi, and welcome to another live episode of Marketplace Masters brought to you by MerchantSpring, the leading marketplace analytics platform for Amazon agencies and vendors. Marketplace Masters strives to go deeper into the challenges that agencies face to lift e-commerce performance via practical actions and insights.
Paul Sonneveld
I'm your host, Paul Sonneveld, and today we're going to talk about strategies that will help you build a thriving email list and drive unprecedented growth for you and your Amazon business. I've invited, Dr. Travis Zigler to join us today, and share his valuable expertise and perspectives on how to achieve this.
Allow me to quickly introduce him. Dr. Travis Zigler is a recovering optometrist, very interesting to an e-commerce entrepreneur. He founded and sold Eye Love in 2021. He now runs the Profitable Pineapple Ads Agency specializing in growing nonprofits with their 120k per year Google Ads grant and growing brands with Amazon and audience building.
Thank you so much for joining us today, especially given it's prime day and it's really, really early for you. Travis, thank you so much for being on the show.
Dr. Travis Zigler
Hey Paul, thanks for having me on. I'm happy to be here and you know the show's live when the host starts out on mute, so we're all good. We've already hit our snags, so we're good to go for the rest of the show.
Paul Sonneveld
I'd love to give you lots of technical excuses, but the reality is, I am a repeat offender. And I just don't click that mute and unmute button hard enough. But, you know, my audience expects that.
Dr. Travis Zigler
The most common phrase of our life now since 2020.
Paul Sonneveld
That's it. That's it. So, look, I'm very excited about today's episode because I think today, of all the shows we're doing, we always try to focus on practical things. But I couldn't think of a more practical topic than what we're dealing with today.
So, I'd love to just get a little bit of background here, Travis. Before we sort of go into the mechanics of it and how it works, really driving traffic from Amazon sources onto your Amazon listing. How did you get into this sort of growth hacking type approach, these techniques? How did you sort of discover or stumble into this?
Dr. Travis Zigler
Well, I never stop learning. And I think that's one of the main jobs as a CEO is your job is to learn. And so I'm constantly learning and your job isn't to just replicate what you learn from someone else. Your job is actually to learn what somebody else is doing and then see how you can morph that into your business.
And so back in about 2016, 2017, I started my Amazon selling journey back in 2015 when it was the wild Wild West, and I saw what was coming in the Amazon space. I saw that you can't just sell another plastic piece or commodity from China and expect it to do well for a long period of time. And I wanted to build a real business. And so I turned my focus in 2016 and 2017 into serving an audience and serving a person. Then I just had to figure out how to get in front of that person. And so I morphed ideas that I learned from Ryan Moran and Ezra Firestone and some big players in the e-commerce space and just brought it into my own.
And this strategy that I did, that I discovered is the one that we're going to be going over today. I've been doing it since 2017. And I'll tell you one thing is so much easier today than it was back in 2017. It's not getting harder in the marketplace. Things are getting easier in the marketplace. You just got to know how to make it easier with the tools that you have available.
Paul Sonneveld
That sounds super counterintuitive, right? Most people go, I had this great hack back in 2017, but you no longer work. We're looking for a new thing. You are saying the opposite. Why is that? Or is this something that will be clearer as we go through this?
Dr. Travis Zigler
It will be clearer as we go through it. But I want to say this, we're not going to be going over the typical we're going to take Google Ads, we're going to go direct to your Amazon listing, and that's what we're going to do. That's not what we're going to go through today. I'm going to show you how to build a real audience, how to serve that audience, and how to build a blog that gets on a massive amount of traffic.
And this isn't something that we've used on just our Amazon business or our e-commerce brand. We used it to build a multimillion-dollar e-commerce brand, but I've also used it to build a multimillion-dollar agency as well. And then finally, we've done this for multiple clients as well. So it's not something that's just been a one-off and you're learning from another guru that's teaching you a one-off thing.
I've done this tens of times. I'm not going to say hundreds of thousands, but we've done this across multiple clients. So it works. You just have to have, a problem. You have to have a person that you want to serve, and then your product actually has to be differentiated in some way. You can't just sell another plastic commodity from China.
Paul Sonneveld
So it's proven and actually, it's applicable to not just Amazon actually if you're selling on other channels or your own e-commerce platform, you can put this to good use as well. So, all right, well, let's get into it, Travis. What are the building blocks here? How would you break it down for someone who's completely new to this?
Dr. Travis Zigler
Yeah. So the first thing you have to know about your brand and about you is what is your why? And this isn't going to be a Simon Sinek. What is why talk, but, what is your why? Who do you want to serve? What lights you up? What tugs at your heartstrings? What do you want to be doing with the rest of your life? Don't think short term as far as cash flow, think about what do I want to be doing 10 years from now? And the longer term that you can think, the better it's going to be. So I'm going to go into a specific example.
Our e-commerce brand Eye Love, and we sold this in 2021. But we wanted to help eradicate the 1 billion people that are blind due to lack of glasses. And to get there, we were going to focus on dry eye sufferers. I know that sounds counterintuitive, but my wife and I are both eye doctors and so we wanted to serve two different areas. Our mission trip for our life is the 1 billion blind due to lack of glasses. That's what we have a nonprofit for. And then our business was about helping the over 30 million just in the United States alone. Actually, it's more like 40 million now that have and suffer from dry eye.
And so really finding a problem that your business or that you want to solve and then building the business around that problem and serving that audience for that problem. And that's one of the, the biggest keys. There's not any mechanics to that, but like, just thinking about that hard. And what I always recommend people come to me all the time, what products should I come out with? I always ask them, what nonprofit would you start if money were not an object? And that usually gets to the point of what business you want to start around that.
Paul Sonneveld
Talks about their passions and interests. So, practically speaking, I know this is easy to from a personal point of view, or maybe I wouldn't say easy, but it's easy to think through those questions. But how does that work? When you mentioned before, you've done this with clients as well, is that a process you go through with your clients or do you find that they've already done their homework so to speak?
Dr. Travis Zigler
Yeah. Usually, when we jump on a call with a client, one of the questions we ask them is, what is your why? And what do you want to be doing? If you were to start a nonprofit, what would the topic be? And so I want to get to the heart of them because I get a lot of, to become financially free, to make a lot of money.
And those aren't the clients we want to work with. We work with clients that actually give a damn, and that actually have a deeper meaning to what they're doing with their business. And if we don't, we can't get behind that, then we're not going to onboard them. We don't just onboard everybody. We're a pretty high, higher-end agency and we're not like the highest end, but we're a higher-end agency when it comes to this space. And I want to get behind your mission as a person. And when that gets us excited as an agency, then we want to work for you more, obviously, because we want you to succeed in your mission.
And so it's pretty easy to find it like our very first client was a malnourished person in Nazi Germany way long ago. He's in his nineties now, and he was malnourished as a kid and so he came out with a vitamin company to, and then they give back to malnourished children. And so that's an example. That was our very first client. They're still with us today, and that's an example of the missions we get behind. So we asked them that in the interview process of what if we want to get behind it or not.
So it's a pretty big part of our agency to ask the why and figure that out. Because when you discover problems that your product can solve, that's when you can create a whole entire blog, a whole entire website, a whole entire story around your brand. And that's the key to then building that, the email list that's engaged and then selling more on Amazon.
Paul Sonneveld
Yeah. So you're already starting to, let's talk about some of those other building blocks then we've established
Dr. Travis Zigler
Yeah.
Paul Sonneveld
The why, a meaningful why not the superficial. You know, I just want to have seven figures in my bank account. What's next, so where do we go from there?
Dr. Travis Zigler
Yeah. So the seven figures in the bank account will come from the service. Trust me, it works every time. But let's get into the nitty-gritty. So the first thing we want to do is actually figure out that problem. And then once we've figured out that problem, find keywords around that problem. So my example, dry eyes. So what all is around dry eyes. So dry eyes are caused from something called blepharitis, meibomian gland dysfunction, styes, these are all eyelid problems.
And so, yes, I know that because I'm a doctor, but you can do simple research on whatever problem your business solves and find keywords around it. And what I like to do then is go to Google Keyword Planner. You can use any tool like Ubersuggest, Aeros, Semrush, any of those as well. But Google Keyword Planner is free if you're doing Google Ads, and I'll put all those words into Google Keyword Planner and it will pop up the search volume per month, how much competition they're getting on Google Ads, and then what the bid range is. And then what I look for then is what gets the highest search volume for the cheapest cost.
And then once I hone in on that keyword, I'm then going to take that keyword and focus blog posts around that keyword or landing pages around that keyword. And so dry eye, an example of that, blepharitis gets a ton of search value. And you may be asking yourself, what is blepharitis? It's just inflammation of the eyelids.
And so we create a blog article around that. So I go over to Chat GPT or Jasper or insert AI of your choice, and I'll put in, write me a blog or on how to treat blepharitis. Make it a thousand to 2000 words in the tone of a doctor talking to a third grader, and in the treatment section include my product, MediViz eyelid wipes.
And so then we get this long blog article. Thousand to 2000 words that talk about blepharitis, what it is, what causes it, and then it talks about treatments. Now you do have to be careful of structure-function claims in whatever country you're selling in. So FDA in the United States, I think, I can't think of what Australia exists, but you guys have something similar. I know that.
Paul Sonneveld
Something similar. Yep.
Dr. Travis Zigler
Yep. And so you can't say you treat it unless you have the studies to back it, but there are ways that you can word it like cleaning your eyelids is great for the treatment of blepharitis. Here's how we clean our eyelids. And so then we talk about cleaning our eyelids with our products. And then in that blog post, there will be Amazon attribution links, which is a godsend. That was a great invention by Amazon for us. And so is Chat GPT of course. And then we send them from the blog post over to Amazon attribution or through the Amazon attribution link over to Amazon to buy.
We've seen going direct to the product display page or the PDP. As being the best option, it's the highest conversion rate. It seems to boost the organic keyword rankings. Even though the conversion rate's a lot lower than what you have on your listing, sending that external traffic to Amazon is key because Amazon loves external traffic. So to briefly summarize that, find the problem, look up the keywords, build a blog post, put in Amazon attribution links, and then we'll go over to Amazon. Does that all make sense?
Paul Sonneveld
It does, it does. A couple of small follow-up questions from my end before we sort of work through the practical example. I want to go back to the Google Keywords Planner you know, great, great tool. You mentioned you want to look for the high-volume keywords. I think I understand that, but you want to go for the lowest cost?
Dr. Travis Zigler
Yeah.
Paul Sonneveld
Now, cause if I was building an Ad campaign, I would definitely go for that. But we're talking organic ranking here, right? and blogs. So maybe do you mind just explaining that a little bit more not being an SEO expert here by any means.
Dr. Travis Zigler
Yeah.
Paul Sonneveld
So why go for that lowest cost? Or wouldn't you just go for any keyword with the volume?
Dr. Travis Zigler
So, SEO is great, but lowest cost because we're going to use Google Ads eventually. And Google Ads is how we get our initial traffic and Google Ads, we can push it in that low cost per click is going to get you volume onto that blog post. Because most people that are advertising on Google Ads are focused on product-based keywords. Product-based keywords, eyelid wipes, warm compress. Those are product-based keywords.
We're focusing on problem based keywords like blepharitis, and the difference is huge product-based keywords. You're going to pay 1-5 to 10-$20 for a click. Problem-based keywords, you're usually going to spend under a dollar for those. If not, we have one article that's spending 2 cents a click. You could imagine the volume, it gets 300,000 searches a month, 2 cents a click. You can imagine the volume we're getting to our website, to that blog article as a result of those 2 cents clicks. And so you could imagine we scaled that as far as we can because we want to get all that volume to our website. And we've actually done it with two different websites.
So yeah, Google Ads is step number two. We focus on search campaigns and we maximize for clicks, not conversions. Because we can't do it yet. I'm sure it's coming, but we can't feed the data that Amazon made a sale back to Google to maximize for conversions. And so we maximize for clicks, and what we find is we get a lot of clicks to our website, and then it usually ends up converting anywhere from a 1-5% chance over to Amazon.
But the good thing is you have this intermediary page, which is then going to filter out some people that aren't going to buy, and so that increases your conversion rate over Amazon. But usually what we see is the amount of traffic we get on the blog. About 1-5% will convert over on Amazon, and the reason we send them to Amazon and not stay on our Shopify store or wherever we have to blog is
Paul Sonneveld
That was my next question.
Dr. Travis Zigler
Conversion rate. It's conversion rate, it's ease, reduce the friction. To get them to buy your product, because if your product is good enough, I guess we should go back to step one. Quality product. Have a good product. If your product is good enough, they're going to come back to buy more and they're going to come back to buy more of your other products as well.
This is why it's so key to have this congruent brand that has all the products to line up together. So we had eyelid wipes, we had warm compresses, we had face washes, eye creams, eyelid sprays. We had all this stuff that was congruent around a dry eye problem because once they try one of our products, they then try all of them because they love that one product. Does that make sense?
Paul Sonneveld
It does. It does. And in terms of the content on the blog versus the content on the product page on Amazon, Are you trying to create some form of consistency just to sort of make the buying journey smooth and talking about similar things, similar phrases, similar words in terms of recognition? I mean, how do you think about that versus o obviously trying to optimize for search and conversion within Amazon itself?
Dr. Travis Zigler
Yeah, so you got to be careful with the words that you use, of course, with the structure-function claims, like we talked about earlier. But you do try to make it as congruent as possible with verbiage with pictures. And so like, I'll try to put similar pictures on our blog that we have on our Amazon page. Essentially banner Ads you can think of them as. But they're clicking on the picture of the product, and I'll show examples of this a little later, but they're clicking on the picture of the product and then going straight to Amazon of that product. And so it should be a very streamlined service or streamlined experience from Google Ad, to blog post, to Amazon. And so it should all be congruent. The more that all flow together, the higher your conversion rate's going to be and the better your Ads are going to be. Pretty obvious.
Paul Sonneveld
Yeah. Yeah. Makes sense.
Dr. Travis Zigler
Do you want to try do an example?
Paul Sonneveld
I'd love to, yeah. I'd love to see some practical, yeah. Yeah. If we can get the screen share to work, let's do it. Yeah.
Dr. Travis Zigler
Let's see here. Keyword planner, so you guys could probably see my screen.
Paul Sonneveld
I'm just adding it to the screen now. Here we go.
Dr. Travis Zigler
All right, so this is Keyword Planner and like we talked about problem-based keywords. So I'm going to put dry eye in here. I'm going to put blepharitis in here. And then we talked about meibomian gland dysfunction. If I can spell it long one. And then we'll just do those three. But you can put as many as up to 8-10 in there.
And then you can see right here your average monthly searches. Let me actually make this a little bigger so you guys can see it better, and I'll get rid of this side. So, average monthly search volume right here, 74,000 for dry eye, blepharitis, 301,000, meibomian gland dysfunction, 22,000. And so I'm most interested in this one, 300,000. And yours might look different if you haven't spent on Google Ads. It will look a lot different than this. This is not the express plan that you get with Google Ads. This is the full plan. Competition right here is low. That's telling me that there's low competition on Google Ads for this keyword.
There's not a lot of people bidding on it. There are still some, and then you can see the price here. So a $1.74 for dry eye, and this is on the low range. It goes to high range over here, blepharitis $0.24. My booming gland dysfunction $0.18. And so what's going to give me the biggest bag for my buck? Blepharitis 300,000 with $0.24. And so then what I do is I will take my blepharitis keyword and let me go over to chat GPT, and then I'll say, write me, okay. 1000 word blog post on blepharitis in the treatment section. Talk about eyelid wipes. And encourage them to buy mine on Amazon. That it is.
Paul Sonneveld
We're still seeing your, keyword planner, by the way.
Dr. Travis Zigler
Oh, yep, yep. Share this tab instead.
Paul Sonneveld
there we go. That's all right.
Dr. Travis Zigler
So write me a thousand-word blog post on blepharitis in the treatment section talk about eyelid wipes and encourage them to buy mine on Amazon. So click that and literally you have a full blog post in five minutes. So this used to take us weeks cause we used to have to find a writer that spoke the native language and then you'd have to manage those writers and pay $200 for the writer to write you a blog post.
And then you'd go back and forth with edits. And now we have chat GPT to literally do it in about two seconds for you. And so you can see it talks about what it is, its causes and symptoms, and then it'll talk about the treatment section here in just a little bit. The MediViz approach, so I'd probably change that just a little bit. But this makes it so much easier. And then we post it to a blog and then we drive Google abstract to that. Did you want me to jump into showing you like a example of a blog post?
Paul Sonneveld
Yeah, yeah, let's do it.
Dr. Travis Zigler
Okay. Let me go find one. I'll show you two different ones. I share this, having said, so I'm going to show you two different ones. So this is an example of one on our nonprofit site. So with Google Ads, you actually get $120,000 in free Google Ads grants for your nonprofit.
Now start your nonprofit for the right reason. Don't start it to get the grant, but actually do a nonprofit to start a nonprofit. Our nonprofit, like I said, is about serving the 1 billion people that are blind to the lack of glasses. We go on mission trips every year, sometimes two or three, and this year we're going to The Bahamas. This will be our 14th.
And we give glasses, sunglasses, eye exams, and surgeries that are needed. But to raise money, what we did is we became affiliates for products. These used to be our products, but we sold this company, but we still have an affiliate relationship with them where they pay us for sending them sales. It's very common for nonprofits to be affiliates for grants. And you can use that 120,000 on Google Ads Grant to drive traffic to this Stye article.
So it talks about what is a stye and two simple steps in getting rid of it. You heat up the eyelid. Here's an example. You're going to see a prettier example on the next one, and then here's cleanse your face and eyelids with an eyelid wipe. When they click this picture or the check price and purchase eyelid wipes on Amazon, they go straight to the product display page on Amazon. And so then they'll purchase here. So the key thing here, obviously having a good product, having reviews that are in the four-and-a-half star range, and that's going to make it easier to convert. Just basic things there.
Paul Sonneveld
Yeah.
Dr. Travis Zigler
And then have congruent pictures. So this picture was on the blog like you talked about congruency.
Paul Sonneveld
Yeah. Provide that linkage. Yeah. The visual linkage. Yeah.
Dr. Travis Zigler
And then let me show you one more example. That was our nonprofit website. This one is actually going to be our for-profit website.
So that article is working really well. So we replicated it. So we're driving traffic from the nonprofit side and from the for-profit side. Now, I no longer run this brand because this is the brand we sold. But this is on the for-profit side. So same thing, heat up the eyelid, cleanse your face, and eyelids with a hypochlorous acid, and then eyelid wipes. Same thing. Click on it. It goes right to your Amazon page. Very, very simple. It's hard to do.
So problem-based blog post, problem-based keywords, driving Google Ads. I think that's where we need to go next is I'll show you the actual advertising. And this is what the App looks like. Pretty simple. So there's a mobile Ad, here's your desktop Ad. Key thing is though, use Chat GPT for this as well. So these are site link extensions that just makes sure I have bigger. This is your headlines and this is your description.
So let's head back over to Chat GPT and I'll say, write me 20 headlines limited to 30 characters for Google Ads. Again, you know how long it took me to write 20 headlines back when I had actually had to think about it. And here Chat GPT does it in two seconds. And then we're going to do that same thing. So we're going to do write me 10 descriptions limited to 90 characters for Google Ads. Same thing.
So now we have our blog built, our headlines built, our descriptions built for Google Ads, all in minutes with Chat GPT and using this.
And then you could probably even do the keyword research that we did with Google Ads, keyword planner on Chat GPT. I select to do it manually though, just because I call it mainly, but like the old school way just because, I like to get a feel for all the data and everything.
But yeah, that's how simple this process is. And that's actually where you can stop right there. That's all you need to do. There's some bonus parts that we could get into if we have time, but that is the process I've used to build a multimillion-dollar brand for us called Eye Love, which I just showed you, a six-figure, nonprofit.
So we've made over six figures with our nonprofit, which then goes back to our mission work. We do use it to build a multimillion-dollar agency. And so it works, it's multifaceted. It doesn't just work for the brand side, but it also works for the agency side. It works for pretty much anything you want to build.
I could do this locally for a chiropractor and instead of advertising this nationwide, I'd do it locally. So find those keywords, blepharitis, for example, and localize it to a 30 to 40-mile radius around that optometrist. And so people that are searching for that problem will go to his blog site and then hopefully book a phone call with him and an appointment with him.
So don't think this is just limited to brands or to a brand person on Amazon or sales on Amazon. This works for everything. So yeah, that's the basic step one and two of this process. There is step three and four, but you don't need step three and four. This is steps one and two, which is the bread and the butter of it, the 80/20.
Paul Sonneveld
Just knowing there's a step three and four makes me want to think, makes me want to know what are they? Can you give us a quick summary?
Dr. Travis Zigler
Yeah.
Paul Sonneveld
You don't have to go too much.
Dr. Travis Zigler
Yeah. We won't go into too much detail with it, but the blog's primary purpose is to send them over to buy, buy on Amazon, buy on Shopify. Well, primary purpose is to serve them, to figure out how to serve them and solve their problem. But you want them to buy your product. That's what's going to pay the bills, right?
The second thing is you want to get their email address. And so what we usually have is an initial popup that will come up to go buy on Amazon, but then usually a little later on, like 60 seconds in, if they're still on that blog, we'll have another popup that will give them a free gift. So a free gift has to be more valuable than their email address and to the person, an email address is incredibly valuable. It's like giving up your address. And so what we do then is we'll do like a free dry eye book. My wife and I wrote a dry eye book. It's sitting on my shelf. I don't think you can see it because I'm not zoomed out enough.
But we wrote a 200-page dry eye book called Rethinking Dry Eye Treatment and we gave that away for free. The digital version of it, if you put in your email address, that led to us getting one at one time, 200 emails per day for our brand. Because we were getting 200,000 searches or hits a month on that blog post.
So it led to 200 emails a day. So when you have that traffic, create something incredibly valuable for them. For the agency, we give away a free Amazon PPC masterclass, and I always say that this is better than any paid Amazon PPC masterclass that you can take. And so incredibly valuable. It's a 10-week course, literally like video course, SOPs and I selfishly created it for my agency. Cause when we onboard somebody, that's what they go through.
They go through our free course and then our paid course. And it is incredibly valuable to do that. So make sure you make it valuable enough that they want to give you your email address, so email address capture number one, and then actually email them number two with value.
So don't try to sell them in the email. Provide service with them with one call to action in every email. And what we do is we email Monday about our YouTube video we're releasing. Tuesday about our mastermind call. On Wednesdays, we have a drip sequence that goes on Wednesday and Friday, and then on Thursday I write an email all about just something going on in my life.
So service email that a lesson I've learned in the past week or so, and it usually has a call to action of like, we usually release another video on Thursday. Like, Hey, go check out this video on YouTube. And so, but service is the key thing. We're not trying to sell, we try to sell once every 10 emails. So capturing the email and serving them with the email address.
And then part four optional as well is retargeting or remarketing people that have been on that blog post to get them back on that blog post or to get them to go buy the product. So we'll use Facebook Ads for that, and Google Ads are remarketing as well. And so what you do is you'll retarget them to just get them back on that blog post number one.
Because think about when you are reading an article. You're in the grocery store lying, you're busy, your kids are bothering you, so you don't get to read it and you forget about it. But then you get retargeted back on Facebook or Instagram. So you go, oh yeah, I wanted to read that article. So you go back to it. And so you're just kind of reminding them about that article. And then we also retarget them with a direct link attribution link over to Amazon to buy. And so they've read the article, they've seen the product. You're just reminding them to go buy now.
We can't get data back that after they buy to not serve the article anymore. So we just keep serving it to them with different products that are on that article. And so step one, blog posts, keywords. Step two, Google Ads to that blog post. SEO eventually kicks in after six months to a year. Then we get the email address and then we remarket them with Facebook. And so just do the first two steps. That's all you need to do. But then as you get comfortable with the strategy, add the email and add the Facebook as well.
Paul Sonneveld
Fantastic. I love the practical. I actually feel like giving this a go. It's, it's already evening here in Australia, but I actually feel like I was going to take the evening off, but I might just, you know, invest a bit of time here. That's fantastic. I love the, the practical nature of this.
I was going to ask just at a top line, like this is a completely different way of thinking about driving sales in the context of Amazon. You know, how does it compare, and this may be a little bit of an unfair question, but how does it compare to more of the traditional way, which is we're just going to keep optimizing Sponsored Ads and Sponsored Brands, and I'm sure it's not a either or type conversation, but, broadly speaking, what sort of, I know ACOS or TACOS or however you want to express it, are you seeing on this sort of approach versus perhaps a more traditional approach?
Dr. Travis Zigler
So it depends on your category, obviously. With Sponsored Ads and everything, because Sponsored Ads you can get incredible good ROAS. We have clients that are getting a 10 ROAS, but they're focused on profitability. We have other clients that are getting a two ROAS and they're focusing on growth. And so it just depends on what phase of the business you're in.
But our strategy with the agency is to do both. And so we'll optimize Sponsored Ads first when we bring on a new client. And then the second thing, which is usually in the second month, if not the first month, will start to add this external traffic piece. I call it our Moat Building Process. We build a moat around your Amazon listing because you want to drive multiple forms of traffic to your listing.
Amazon loves that and they reward that. And so, and another thing is, is if you go out of stock or something happens and your listing gets taken down, you lose all that rank. This helps build it right back up because you're not just sending PPC, Amazon PPC. You're sending external traffic as well from multiple forms like we have the nonprofit, we have the for-profit website.
The nonprofit website, we have Google Ads direct, we have Facebook Ads. It sounds like a lot, but once you get this into a system, it works incredibly well cause you're sending all this diversity. Going back to your question though, Google Ads is going to be lower ROAS than Amazon PPC because you have to think about the intent of the buyer. So when somebody's on Amazon, their buying intent is extremely high because they're on Amazon, and that's what you do on Amazon, you buy.
When you're on Google, they have a buying intent, but they also have a shopping intent, or not shopping, but research intent. And so they're going to buy or research. So we're going after keywords that are more research intent. So they're not in the high buying mode, but your goal with the article is to provide them value to then serve them to go buy on Amazon. So little lower ROAS.
And then when we get to Facebook or TikTok or any of those, even lower because that's called interruptive marketing. So again, Amazon buying intent, Google buying and research, and then Facebook and TikTok interruptive, you're trying to interrupt them from watching videos. You're trying to interrupt them from scrolling their feed to then go over and buy your product or to go over and read your article. Completely different intent. So lower ROAS. ROAS is going to go down.
So most people focus on Facebook Ads first when they're building a business off of Amazon, but it's interruptive marketing. It's going to be a lot harder to get people to buy. I like to focus on Google Ads because Google Ads has shopping intent and so higher ROAS usually with Google Ads. But I'm very biased because I love Google Ads and I've done hundreds of thousands, if not millions of, you know, Ad spend with Google Ads across all my clients and with my own brand as a result of this.
This strategy that I went over today though, you don't spend, you don't have to spend that much. You start out at $5 a day and you scale it from there. And if you do it right, your rise can be huge. Our best performing article is getting like, it's like 1100 clicks per week at 2 cents a click with a 42% click through rate on Google, which is absurd. 5% is good. On Google ads and we're getting 42%, but the higher your clickthrough rate, the lower your cost per click and the more engaged it's going to be.
Because Google's going to show it more because it's working. But the ROAS for that is 4+ and we're trying to feed it more, but we just can't because it's already maxed out. And yeah. These are limited of course, because it's search aAds. But anyway, I'm going off on a tangent now. Yeah. Going back to your question though, the ROAS question, I think I covered that.
Paul Sonneveld
I do appreciate how you contextualize the ROAS and what you should expect given the different media and the purchase intent and where the consumer is at. So that's been very helpful for me just to paint that framework. I think the only other thing I would add to that is based on what you were saying before, the Google Ads way, you do depending on your strategy when you've gone down to step three or four, I can't remember which one it was, you do end up catching an email address and there's some value there in terms of monetizing that down as well.
So super, super interesting and very, very practical. We are way out of time. I know I promised you about 20 minutes. I think we're almost double that. So, thank you so much for staying on going through this very practical, material. I'm inspired to actually give this a go now, and I'm going to get some of my colleagues to watch this video as well.
Final question I always like to end on is, anyone watching, either this show live today or through some of the other channels on demand afterwards, and they're interested in exploring this more and maybe even working with you, Travis. How should they get
hold of you?
Dr. Travis Zigler
Well, first of all, I appreciate you having me on the show. This was fun, even though it was 5:45 in the morning here in the United States, it was a good time. profitable pineapple.com. It's right below my name on the screen, profitablepineapple.com. You can apply to work with us there, but also that's where our free Amazon PPC masterclass is.
And when I said that, you can put that against, pin it against any paid course and I guarantee it will beat it. And then thirdly, our audience building course is on there too. So the strategy we discuss today, I go through it and show you exactly how we build it. And so it's called the audience building course.
It's absolutely free as well. And that's the value that we give away is I show you exactly how to do both of those to get you on the email list because I know that if I get you on the email list, you're going to love that product. And then you're going to be like, wait, if this is the free stuff, what is the paid stuff?
And so that's the goal, is to provide you with so much value that you just have no choice but to buy. Right? And that's the whole point is I want to serve you first and prove our worth to then have you join us in the paid side. So profitablepineapple.com is where you can do that. And then we're also on YouTube at Profitable Pineapple Ads.
Paul Sonneveld
Awesome. Fantastic Travis. Thank you so much for waking up early joining me for this week's episode. I said it again, but I love the practical insights and I'm really inspired to, really have a go, have a go at this. So I look forward to doing that and you know, hitting you up for some further tips around step three and four along the way. But thank you so much. It's been an absolute pleasure. And, all the best for prime day sales today. I'm sure all sales are set. Not my sales to be done. Just let the sales roll. So
Dr. Travis Zigler
yeah, this is the time to relax and just let it go. That's it.
Paul Sonneveld
That's it. Alright, take care.
Dr. Travis Zigler
Thanks, Paul.
Paul Sonneveld
That's it for today's episode of Marketplace Masters. I hope you enjoy that and got as much value out of it as I did. Until next time, have a great prime day and see you then.
