1 00:00:03,960 --> 00:00:05,720 Hello, and welcome to another episode of the Winning with 2 00:00:05,720 --> 00:00:08,440 Shopify podcast. It's Tuesday, which can only 3 00:00:08,440 --> 00:00:11,120 mean one thing. And if I had any like special 4 00:00:11,120 --> 00:00:13,720 intro music for this, maybe we should get some that would play 5 00:00:13,720 --> 00:00:15,520 immediately. As I say that, I have a couple 6 00:00:15,520 --> 00:00:17,440 of buttons. I got a drum roll, some dramatic 7 00:00:17,440 --> 00:00:20,720 piano and a ballpark. No idea what that is, but 8 00:00:21,040 --> 00:00:22,440 anyway, I'm going to leave those buttons alone. 9 00:00:22,440 --> 00:00:24,880 Don't know what they do and I'll probably annoy editors and other 10 00:00:24,880 --> 00:00:27,000 people in the meantime and they'll tell me to come back and 11 00:00:27,000 --> 00:00:28,560 re record it. And I'm a busy man. 12 00:00:28,560 --> 00:00:30,600 So let's crack in. So you've never listened to one 13 00:00:30,600 --> 00:00:31,880 of these before since it was episode. 14 00:00:31,880 --> 00:00:33,320 It's just me. And we're going to talk about 15 00:00:33,320 --> 00:00:34,960 some of the what have we got on the list today? 16 00:00:34,960 --> 00:00:37,080 We're going to talk about tea, which I do love. 17 00:00:37,160 --> 00:00:38,200 We're going to have an amazing quote. 18 00:00:38,200 --> 00:00:40,880 We're going to talk about some of the Shopify news, what's 19 00:00:40,880 --> 00:00:43,040 going on with a couple of our partners, learnings from my 20 00:00:43,040 --> 00:00:45,080 agency. And then the most exciting 21 00:00:45,080 --> 00:00:46,560 things. Well, I've made my own word 22 00:00:46,560 --> 00:00:48,080 Quivia. We're going to have a Quivia, 23 00:00:48,080 --> 00:00:51,560 which is a bit of trivia, which is going to be asked as a so 24 00:00:51,560 --> 00:00:54,080 question meets trivia equals Quivia. 25 00:00:54,720 --> 00:00:56,200 Without further ado, what tea are we drinking? 26 00:00:56,360 --> 00:00:59,160 I've actually had more emails about the tea than anything 27 00:00:59,160 --> 00:01:01,120 else. So I've gone to town today. 28 00:01:01,120 --> 00:01:03,560 I'm drinking turmeric tea. You can see the little label 29 00:01:03,560 --> 00:01:05,760 there from Pucker, one of my favorite tea brands. 30 00:01:06,000 --> 00:01:08,440 Yes, one of them if you're over in the US thinking they drink 31 00:01:08,440 --> 00:01:10,480 loads of tea over in the UK. Yeah, we do. 32 00:01:10,840 --> 00:01:13,480 And we don't just drink English breakfast tea as much as it has 33 00:01:13,480 --> 00:01:14,840 our name on it. Anyway, turmeric. 34 00:01:14,840 --> 00:01:16,920 Check this out chat. GBT told me it's an 35 00:01:17,000 --> 00:01:20,760 anti-inflammatory, and I'm going to go to any more detail about 36 00:01:20,760 --> 00:01:23,040 that today. It's good for digestions, good 37 00:01:23,040 --> 00:01:25,680 for your immune system, it helps with joint and muscle health, 38 00:01:26,000 --> 00:01:28,560 keeps your heart healthy, improves your mood, helps with 39 00:01:28,560 --> 00:01:31,920 cognitive functions in your brain, and supports your liver 40 00:01:31,920 --> 00:01:34,120 function. And it's just a cup of tea. 41 00:01:34,560 --> 00:01:37,040 How amazing is that? I feel like if you looked into 42 00:01:37,040 --> 00:01:39,920 any food enough, you would actually find out all these 43 00:01:39,920 --> 00:01:41,920 amazing facts. Or as a friend of mine said 44 00:01:42,040 --> 00:01:45,400 who's a doctor said, food is not made to fill you up or for you 45 00:01:45,400 --> 00:01:48,120 to eat. Food is made to make sales and 46 00:01:48,120 --> 00:01:49,440 make money. So just remember that when 47 00:01:49,440 --> 00:01:51,360 you're shopping. Just because it's on a shelf 48 00:01:51,440 --> 00:01:55,400 doesn't mean it's good for you. Anyway, today's quote of the 49 00:01:55,400 --> 00:01:57,880 week, I love this. This is actually from Shopify's 50 00:01:57,880 --> 00:02:03,440 president, and Harvey Finkelstein said Shopify moves 51 00:02:03,440 --> 00:02:07,120 at a pace unlike anybody else. Our obsession with unlocking 52 00:02:07,400 --> 00:02:11,200 every opportunity and filling every important gap in the 53 00:02:11,200 --> 00:02:15,560 system to give our merchants the best chance of success is one of 54 00:02:15,560 --> 00:02:18,040 our superpowers. What I find really interesting 55 00:02:18,040 --> 00:02:21,280 about this quote is what's going to happen if their market 56 00:02:21,280 --> 00:02:24,840 domination continues the way it has because they're not going to 57 00:02:24,840 --> 00:02:27,800 be, people are no longer going to be competing Shopify versus 58 00:02:27,800 --> 00:02:29,840 non Shopify store. They're just going to be 59 00:02:29,840 --> 00:02:31,720 competing within the Shopify ecosystems. 60 00:02:31,720 --> 00:02:33,840 It's going to be interesting to see if that starts to change, 61 00:02:33,840 --> 00:02:36,520 but amazing how they want to empower Shopify brands and we've 62 00:02:36,520 --> 00:02:38,520 definitely seen that with brands we've moved into Shopify. 63 00:02:38,520 --> 00:02:40,680 I don't need to tell all of you, you listen to Shopify when it 64 00:02:40,680 --> 00:02:43,880 was Shopify podcast, obviously you are interested or probably 65 00:02:43,880 --> 00:02:47,520 already using Shopify. I wasn't here last week. 66 00:02:47,520 --> 00:02:50,560 It was a bank holiday in the UK on Monday and I was there having 67 00:02:50,560 --> 00:02:53,160 a lovely day off and completely overlooked the fact I need to 68 00:02:53,160 --> 00:02:54,920 record one of the episodes even though my notes were ready. 69 00:02:54,920 --> 00:02:56,160 So I've combined them all into one. 70 00:02:56,160 --> 00:02:59,920 There's more news than normal. I've got 2 lists actually, one 71 00:02:59,920 --> 00:03:01,960 for Shopify news and one for just other e-commerce news. 72 00:03:02,360 --> 00:03:04,240 First one is we are officially into conference season. 73 00:03:04,240 --> 00:03:07,040 It's the 2nd of September today and we are going into conference 74 00:03:07,040 --> 00:03:09,440 season. We as in all of us, it's 75 00:03:09,440 --> 00:03:11,600 conference season and then peak is obviously around the corner. 76 00:03:11,600 --> 00:03:13,520 So make sure you get ready for your Black Friday peak 77 00:03:13,640 --> 00:03:15,640 campaigns. If you don't do peak or it's not 78 00:03:15,640 --> 00:03:18,680 relevant in your industry, do something else and why not make 79 00:03:18,680 --> 00:03:20,040 it relevant to your industry somehow? 80 00:03:20,040 --> 00:03:22,120 It doesn't necessarily mean just discounting everything on black 81 00:03:22,120 --> 00:03:24,480 for everybody else. Conference season though, if you 82 00:03:24,480 --> 00:03:27,840 are around for the e-commerce Expo, I haven't actually got the 83 00:03:27,840 --> 00:03:29,280 date in front of me. Give me two secs. 84 00:03:29,280 --> 00:03:30,360 I'm going to grab that. While we're talking. 85 00:03:30,680 --> 00:03:33,800 We've got a really big stand at specs the 24th, 25th of 86 00:03:33,800 --> 00:03:35,440 September. We're going to be there both 87 00:03:35,440 --> 00:03:36,560 days. We got a really big stand right 88 00:03:36,560 --> 00:03:38,520 in the centre of it. It's in the Excel in London, 89 00:03:38,520 --> 00:03:42,600 which I believe is a mile long as a building and a big chunk of 90 00:03:42,600 --> 00:03:46,120 it is just the e-commerce Expo. But my agency and I'll be there. 91 00:03:46,120 --> 00:03:47,240 We're doing a bit of a challenge. 92 00:03:47,240 --> 00:03:49,480 So if you're in town and you want to come along, it's a 2 93 00:03:49,480 --> 00:03:52,480 minute challenge and you've got 2 minutes for us to find as much 94 00:03:52,480 --> 00:03:54,760 as we can in your business can be a big red buzzer you hit that 95 00:03:54,760 --> 00:03:56,800 2 minute timer starts in just two minutes. 96 00:03:56,800 --> 00:03:59,000 We can find 2 enormous things holding back your growth. 97 00:03:59,000 --> 00:04:01,240 So if you're in London or you're in the UK and you can come down 98 00:04:01,240 --> 00:04:03,240 to that, or you're travelling into the UK or visiting the UK 99 00:04:03,240 --> 00:04:06,000 around that time, definitely come say hi, bring your laptop. 100 00:04:06,000 --> 00:04:07,480 It's going to be a session not to be missed. 101 00:04:07,480 --> 00:04:10,640 Well, a couple of days not to be missed is the biggest e-commerce 102 00:04:10,840 --> 00:04:12,840 thing that happens in the UK in my opinion. 103 00:04:13,120 --> 00:04:14,760 There's lots of other stuff, it's not just that one, but it 104 00:04:14,760 --> 00:04:16,839 is enormous. Some other stuff that's 105 00:04:16,839 --> 00:04:20,680 happening in Shopify then. So pick up in store is now 106 00:04:20,680 --> 00:04:23,720 available for B2B stores. You could have used the B2C 107 00:04:23,720 --> 00:04:26,200 platform anyway to run it previously, but it's available 108 00:04:26,200 --> 00:04:28,280 officially in the B2B Shopify platform now. 109 00:04:28,840 --> 00:04:32,200 You can make dynamic product bundles via API for Shopify 110 00:04:32,200 --> 00:04:34,680 point of sale. So bundling now doesn't just 111 00:04:34,680 --> 00:04:38,160 have to be for warehouse stock, it can be for shop stock and it 112 00:04:38,160 --> 00:04:40,760 can also apply at the tail. If you scan three things like in 113 00:04:40,760 --> 00:04:42,720 the supermarket, it'll automatically then say you've 114 00:04:42,720 --> 00:04:45,080 got a meal deal or whatever, or these bundle deal of these three 115 00:04:45,080 --> 00:04:46,840 products and bang adds the discount. 116 00:04:47,520 --> 00:04:51,520 You can now adjust your prices by location called retail 117 00:04:51,640 --> 00:04:54,440 markets. So if you have products, so if 118 00:04:54,440 --> 00:04:56,760 you're reporting, if you have products in multiple stores, you 119 00:04:56,760 --> 00:04:59,080 can then report the revenue from them. 120 00:04:59,080 --> 00:05:02,400 If it's like $22.00 in one store, $21.00 in another and 17 121 00:05:02,400 --> 00:05:04,800 in another, or there's a sale in one store and not the others. 122 00:05:04,960 --> 00:05:07,440 You can do that via Shopify. So the point of sale system will 123 00:05:07,440 --> 00:05:09,280 work and you can do it individually without having to 124 00:05:09,280 --> 00:05:11,760 make separate skews per store, which I know has been an issue 125 00:05:11,760 --> 00:05:13,480 for some people with physical locations. 126 00:05:13,680 --> 00:05:16,000 And this is a really big one in my world. 127 00:05:16,560 --> 00:05:19,320 Post checkout announcement bar extensions. 128 00:05:19,480 --> 00:05:22,040 You must start using this. Those are your orders. 129 00:05:22,040 --> 00:05:24,240 That is your homework. You're banned from listening to 130 00:05:24,360 --> 00:05:27,560 winning Shopify until you have used these. 131 00:05:27,720 --> 00:05:30,080 I believe they're available on about 8090% of stores. 132 00:05:30,080 --> 00:05:32,000 I think there were a few there doesn't seem to have rolled out 133 00:05:32,000 --> 00:05:33,960 until yet. What this means is when somebody 134 00:05:33,960 --> 00:05:36,640 has made a purchase, you can put an announcement bar at the top 135 00:05:36,680 --> 00:05:39,200 of the page. They've made their purchase. 136 00:05:39,400 --> 00:05:42,040 The big opportunity at this moment, most stores once 137 00:05:42,040 --> 00:05:44,200 somebody's made a purchase, it's like a thanks, goodbye, we'll 138 00:05:44,200 --> 00:05:46,840 get your order out to you. You have the opportunity to say 139 00:05:47,480 --> 00:05:50,200 you've got 3 hours to add another product to cart and we 140 00:05:50,200 --> 00:05:52,800 won't charge you any additional shipping or here's a 15% off 141 00:05:52,800 --> 00:05:55,880 voucher to spend in the next hour on another product and you 142 00:05:55,880 --> 00:05:58,560 can add it into this same order, no delivery cost and we'll 143 00:05:58,560 --> 00:06:01,240 dispatch it all as one. There is also some very other 144 00:06:01,560 --> 00:06:03,960 very exciting other things to do to start engaging people like 145 00:06:03,960 --> 00:06:06,000 sign up to our newsletters. Why don't you come and watch our 146 00:06:06,000 --> 00:06:08,520 shoppable videos or whatever other big piece of content you 147 00:06:08,520 --> 00:06:11,840 can get them to subscribe or engage with there and then. 148 00:06:12,080 --> 00:06:13,800 So there's a really big opportunity to do that. 149 00:06:13,920 --> 00:06:15,760 Just because they purchase doesn't mean it's the end of the 150 00:06:15,760 --> 00:06:17,400 journey. If anything, when they make that 151 00:06:17,400 --> 00:06:19,840 first purchase, that's when the relationship starts. 152 00:06:20,040 --> 00:06:21,600 It's like a first kiss on a date. 153 00:06:21,600 --> 00:06:24,760 How disgusting for me to mention such a thing at work, but it 154 00:06:24,880 --> 00:06:26,720 literally is that point where they've made their first 155 00:06:26,720 --> 00:06:28,920 transaction. You now need to build the 156 00:06:28,920 --> 00:06:30,920 biggest relationship you possibly can with them. 157 00:06:31,120 --> 00:06:33,720 It's one of the biggest opportunities we see on Shopify 158 00:06:33,720 --> 00:06:37,520 stores that has not been grasped and grabbed and and fully, fully 159 00:06:37,520 --> 00:06:41,240 taken advantage of. Other news going on, multiple 160 00:06:41,240 --> 00:06:44,080 outlets are reporting this and if you sell on Amazon and news 161 00:06:44,080 --> 00:06:47,800 for film by Amazon FBA, I'm sorry, there are going to be 162 00:06:47,800 --> 00:06:53,320 additional, additional fees for raising fulfilled by Amazon over 163 00:06:53,320 --> 00:06:56,000 holiday season this year. I don't know how much they not 164 00:06:56,000 --> 00:06:57,840 specified, but they have said there's going to be additional 165 00:06:57,840 --> 00:07:00,840 fees throughout holiday season. So make sure you have a look at 166 00:07:00,840 --> 00:07:03,840 that and factor that into your profit and loss and make you 167 00:07:03,840 --> 00:07:05,920 factor that into the price of your products and things as 168 00:07:05,920 --> 00:07:07,840 well, whilst also trying to be competitive. 169 00:07:08,360 --> 00:07:11,240 Lots of AI shopping agents are starting to be used. 170 00:07:11,400 --> 00:07:15,120 Someone can now shop for you. Sorry, an AI agent can shop for 171 00:07:15,120 --> 00:07:18,080 you and find you the best deals, find the product you want, and 172 00:07:18,080 --> 00:07:20,960 even some of these AI agents can actually check out for you as 173 00:07:20,960 --> 00:07:22,760 well. So make sure you're optimizing 174 00:07:22,760 --> 00:07:24,320 your site for that. I'll come on to that a little 175 00:07:24,320 --> 00:07:26,360 bit when we talk about some of the stuff from the agency in a 176 00:07:26,360 --> 00:07:29,120 minute because we're talking about specifically about LLMS, 177 00:07:29,120 --> 00:07:32,320 which are an amazing file you need on SEO for for chat bots 178 00:07:32,560 --> 00:07:36,760 and for AI agents. DHLE Commerce is now officially 179 00:07:36,760 --> 00:07:39,320 in the Saudi markets. If you're selling into Saudi 180 00:07:39,320 --> 00:07:41,920 Arabia, then that is officially available now. 181 00:07:42,440 --> 00:07:44,800 If you're thinking of shipping there, DHL can ship there and 182 00:07:44,800 --> 00:07:47,880 you can do that within the existing DHL tech within Shopify 183 00:07:48,160 --> 00:07:51,840 is my understanding for anyone that uses FAIR, which is where 184 00:07:51,840 --> 00:07:55,280 you can find someone who wants to physically stock your product 185 00:07:55,680 --> 00:07:57,480 to say you. For example, when we had there's 186 00:07:57,600 --> 00:08:00,600 a few different brands we've had on, for example, one that was 187 00:08:00,600 --> 00:08:04,440 selling bamboo socks called Bear Kind and Andrew was telling us 188 00:08:04,920 --> 00:08:08,520 at a meet up in June, which we're going to talk about which 189 00:08:08,600 --> 00:08:10,240 we've done another one as well recently in fact. 190 00:08:10,240 --> 00:08:11,760 No, sorry there's one happening in two days. 191 00:08:11,760 --> 00:08:13,640 If you haven't come already, you should get an e-mail about it. 192 00:08:13,680 --> 00:08:16,360 Forget what date these things go out on, but the 2nd of September 193 00:08:16,360 --> 00:08:18,120 this is going out. I'm recording it Monday 194 00:08:18,120 --> 00:08:20,520 afternoon the 1st of September, but Thursday this week, Thursday 195 00:08:20,520 --> 00:08:22,720 4th of September definitely come and come and check out our meet 196 00:08:22,720 --> 00:08:24,720 up. It's at a rooftop cocktail bar 197 00:08:24,720 --> 00:08:27,080 with pizza in London sponsored by Molly. 198 00:08:27,080 --> 00:08:29,000 So make sure you come along if you're in London this week. 199 00:08:29,000 --> 00:08:31,960 Thursday the 4th of September starts at 6:00 PM in 200 00:08:31,960 --> 00:08:34,760 Bishopsgate, really close to Liverpool Street Station. 201 00:08:35,159 --> 00:08:38,799 But Fare kinds who spoke at the last one, hence why I hence the 202 00:08:38,799 --> 00:08:41,320 segue into that they mentioned last time we did a little talk 203 00:08:41,320 --> 00:08:44,159 about how they're using Fare to find people to stock their 204 00:08:44,159 --> 00:08:46,680 products. So if you're using Fare, it is 205 00:08:46,680 --> 00:08:50,600 now available. Get this in Europe, so loads of 206 00:08:50,600 --> 00:08:52,920 stores now, loads of physical stores are signing up. 207 00:08:53,120 --> 00:08:56,080 So you can, you can find more wholesale outlets where they can 208 00:08:56,080 --> 00:08:58,800 sell your product for you in their physical store. 209 00:08:59,000 --> 00:09:01,080 So fair is, is a really good platform for doing that. 210 00:09:01,320 --> 00:09:03,480 And again, Andrew was talking a lot about it from Bearkind. 211 00:09:03,480 --> 00:09:05,480 Feel free to go onto Bearkind's site, reach out to Andrew and 212 00:09:05,480 --> 00:09:07,520 Oscar for advice. He's very, very happy to to help 213 00:09:07,520 --> 00:09:09,280 with people and he runs a little consultancy as well. 214 00:09:09,280 --> 00:09:11,880 So yeah, there to support you guys with growth if you need. 215 00:09:12,120 --> 00:09:15,880 And the final bit of news is eBay payment window has 216 00:09:15,880 --> 00:09:19,440 increased to seven days for an auction winner. 217 00:09:19,720 --> 00:09:21,760 So if you sell on eBay, which I know a lot of you guys do, if 218 00:09:21,760 --> 00:09:24,360 you sell on eBay and you do any sort of auctioning, which I know 219 00:09:24,360 --> 00:09:27,160 a lot of you don't do. But if you do do auctioning, 7 220 00:09:27,160 --> 00:09:30,360 days, it can be before somebody actually pays, hence 7 days 221 00:09:30,360 --> 00:09:31,880 before you actually dispatch the product. 222 00:09:31,880 --> 00:09:35,520 So just be aware that that is a change on eBay partner news this 223 00:09:35,520 --> 00:09:37,400 week. I was wondering which partner to 224 00:09:37,400 --> 00:09:39,160 talk about because there's a few bits of things going on. 225 00:09:39,400 --> 00:09:40,960 We stagger them into future weeks. 226 00:09:40,960 --> 00:09:43,120 And actually what I want to talk about today is the episode that 227 00:09:43,120 --> 00:09:44,960 went out on Friday. If you haven't already listened 228 00:09:44,960 --> 00:09:48,600 to it, we spoke to Bookkeep. There's an app for Shopify and 229 00:09:48,600 --> 00:09:51,160 it can help keep things like 0 and Sage and your accounting 230 00:09:51,160 --> 00:09:54,680 software outside of Shopify up to date so you get better, 231 00:09:54,720 --> 00:09:57,000 better tracked information and more real time information. 232 00:09:57,200 --> 00:10:00,640 I cannot speak highly enough about how important it is to 233 00:10:00,640 --> 00:10:02,560 have your business data in check. 234 00:10:02,680 --> 00:10:05,280 The only reason my agency and all the other businesses I'm 235 00:10:05,280 --> 00:10:07,640 involved in are growing is because I've got a good grasp on 236 00:10:07,640 --> 00:10:10,400 my profit and loss reports. If they're not accurate, I 237 00:10:10,400 --> 00:10:12,760 cannot make proper decisions. If they're not kept up to date 238 00:10:12,760 --> 00:10:14,600 in real time, I'm making decisions on. 239 00:10:14,920 --> 00:10:17,920 Everybody's making decisions late, so make sure you check out 240 00:10:17,920 --> 00:10:22,320 that episode from Bookkeep. If you want an easy life and or 241 00:10:22,320 --> 00:10:24,400 you want to sell your business one day, it's either an easy 242 00:10:24,400 --> 00:10:25,800 life or sell your business or both. 243 00:10:26,160 --> 00:10:27,320 You need to keep your books up to date. 244 00:10:27,320 --> 00:10:29,520 So go and check that out. I know it's quite a dry topic 245 00:10:29,520 --> 00:10:32,320 and it's not about the Super fun video campaigns through Meta or 246 00:10:32,320 --> 00:10:35,160 anything that we talked about lots of weeks or how to evolve 247 00:10:35,160 --> 00:10:37,000 your products that I know you guys are very passionate about. 248 00:10:37,000 --> 00:10:39,160 If you don't keep the books in order, everything else is going 249 00:10:39,160 --> 00:10:40,720 to fall apart. And if you do a bit bit more 250 00:10:40,720 --> 00:10:43,640 work in the interim or I'll front load a little bit more 251 00:10:43,640 --> 00:10:45,840 work as you're starting out, make a lot easier for yourself 252 00:10:45,880 --> 00:10:49,760 as time goes on. I've only got 3 updates, Well, 4 253 00:10:49,760 --> 00:10:51,640 updates, sorry, from the agency. I've only numbered 3. 254 00:10:51,640 --> 00:10:53,680 And then there's a fourth one, we'll call it a bonus 1/3 and a 255 00:10:53,680 --> 00:10:57,720 bonus on the end this week. There is APPC trend that's 256 00:10:57,720 --> 00:10:58,960 happening on Google Ads at the moment. 257 00:10:59,160 --> 00:11:00,840 And there's been a big debate and lots of you guys have been 258 00:11:00,840 --> 00:11:03,160 messing me through the community and I have a few mails on this 259 00:11:03,160 --> 00:11:04,400 as well. And lots of our clients ask, 260 00:11:04,680 --> 00:11:07,240 should we just have one or two big P Max campaigns and Google 261 00:11:07,240 --> 00:11:10,640 Ads, or should we have lots and lots of little niche campaigns? 262 00:11:11,320 --> 00:11:14,400 Logic says have lots of little niche campaigns because then all 263 00:11:14,400 --> 00:11:16,880 the adverts are super relevant. And you can spend money a bit 264 00:11:16,880 --> 00:11:18,840 more on this range here, a bit less on this range if you do it 265 00:11:18,840 --> 00:11:21,520 by range, which you should really do it by range if you're 266 00:11:21,520 --> 00:11:23,400 going to split them down quite granular with a lot of 267 00:11:23,400 --> 00:11:25,640 granularity. But actually we're finding that 268 00:11:25,640 --> 00:11:28,720 more products in one big campaign seem to work better. 269 00:11:29,160 --> 00:11:31,080 The reason for this that we're seeing in the data at the 270 00:11:31,080 --> 00:11:33,360 moment, and this is a change over the last 3-4 months. 271 00:11:33,880 --> 00:11:36,520 The reason we believe and what the data seems to be telling us, 272 00:11:36,520 --> 00:11:38,440 and it seems to be because it's all about how you interpret 273 00:11:38,440 --> 00:11:41,920 data, seems to be because a customer then can see like 5 or 274 00:11:41,920 --> 00:11:44,440 6 different products from you across multiple ads, multiple 275 00:11:44,440 --> 00:11:47,720 sites, multiple places. Whereas if you just got all your 276 00:11:47,720 --> 00:11:49,560 campaigns broken down individually and you look at a 277 00:11:49,560 --> 00:11:51,840 pair of shoes, you're only going to see those types of shoes 278 00:11:52,080 --> 00:11:54,280 everywhere you go. But actually seeing that this 279 00:11:54,280 --> 00:11:56,720 company has some really cool T-shirts and cool hoodies and 280 00:11:56,720 --> 00:12:00,080 cool hats and cool accessories and cool belts, then that pair 281 00:12:00,080 --> 00:12:02,000 of shoes that you want to buy or the pair of shoes you end up 282 00:12:02,000 --> 00:12:03,920 buying pops up. It can actually be really, 283 00:12:03,920 --> 00:12:06,720 really good context for you to make a buying decision as a 284 00:12:06,720 --> 00:12:08,520 customer. Which is why we're starting to 285 00:12:08,520 --> 00:12:11,480 find that not just having one campaign still broken down a 286 00:12:11,480 --> 00:12:14,080 bit, but not broken down too granular seems to be what we 287 00:12:14,080 --> 00:12:16,960 call the Goldilocks scenario from the old story of 288 00:12:16,960 --> 00:12:18,880 Goldilocks. Not too big, not too small. 289 00:12:19,000 --> 00:12:22,840 And there it is. We've got a new client who 290 00:12:22,840 --> 00:12:26,760 thought everything was flying along nicely on Google Ads and 291 00:12:26,760 --> 00:12:29,880 we then started to look at the search term reports and most 292 00:12:29,880 --> 00:12:32,600 brands we look at and most businesses we talk to looking at 293 00:12:32,600 --> 00:12:35,840 their search term reports, which is what someone's actually typed 294 00:12:35,840 --> 00:12:37,840 into Google to trigger your advert to come up. 295 00:12:38,160 --> 00:12:41,200 We find a majority, we're talking over 50% of the things 296 00:12:41,200 --> 00:12:43,480 that you come up for is irrelevant and no one seems to 297 00:12:43,480 --> 00:12:47,160 be blocking that stuff. This is what I learnt in 20. 298 00:12:47,160 --> 00:12:51,000 Sorry, 2007, I would have learnt how to do a negative search term 299 00:12:51,000 --> 00:12:52,400 report. That's how long they've existed 300 00:12:52,400 --> 00:12:54,160 for. They've not been available in P 301 00:12:54,160 --> 00:12:56,480 Max until now. As an agency, I think we've been 302 00:12:56,480 --> 00:12:59,080 given early beta access to these in Google so we can add 303 00:12:59,080 --> 00:13:01,440 negatives to Performance Max. It's been a game changer. 304 00:13:01,440 --> 00:13:03,520 So if you're not using those already, reach out to Google and 305 00:13:03,520 --> 00:13:06,200 ask or reach out to us and we can probably get your account 306 00:13:06,200 --> 00:13:08,280 approved quite quickly to have that feature. 307 00:13:08,280 --> 00:13:10,520 But you should absolutely be adding negative keywords. 308 00:13:10,840 --> 00:13:14,640 Quick separatey. Love it. 309 00:13:14,640 --> 00:13:18,000 Turmeric tea, game changer. I'm going to be a superhero by 310 00:13:18,000 --> 00:13:20,720 this evening, right? A couple on SEO then there's 311 00:13:20,720 --> 00:13:23,560 been a real shift on SEO and it's actually very similar, 312 00:13:23,560 --> 00:13:25,960 completely unrelated, but it seems very similar to what's 313 00:13:25,960 --> 00:13:27,800 happened on Performance Max about not having too much 314 00:13:27,800 --> 00:13:31,960 granularity on SEO. Now Google's getting smarter and 315 00:13:32,000 --> 00:13:33,440 AI has massively helped with that. 316 00:13:34,040 --> 00:13:38,160 And what that means is if you've got 100 variations of a keywords 317 00:13:38,320 --> 00:13:41,960 and you therefore in SEO have made 100 versions of that page 318 00:13:41,960 --> 00:13:44,160 with all the different nuances and different slight changes to 319 00:13:44,160 --> 00:13:47,400 that keywords, which might be like the colour of the product 320 00:13:47,400 --> 00:13:50,320 change. For example, we're finding and, 321 00:13:50,320 --> 00:13:52,920 and Google's done an algorithm update recently, We're finding 322 00:13:52,920 --> 00:13:55,200 some sites have been hit as in their rankings have dropped 323 00:13:55,440 --> 00:13:57,160 because they're being too granular with it. 324 00:13:57,760 --> 00:13:59,680 And what Google's saying actually now is we want all your 325 00:13:59,680 --> 00:14:01,480 sort of similar keywords together. 326 00:14:01,640 --> 00:14:03,760 You can only have a different page if there's a specific 327 00:14:03,760 --> 00:14:06,560 reason which colour you might argue, and this is where you 328 00:14:06,560 --> 00:14:08,920 need to test these things. You might argue colour is a 329 00:14:08,920 --> 00:14:11,240 reason why you should have a different URL and a different 330 00:14:11,240 --> 00:14:15,360 page for that piece of content. But actually, if you find that, 331 00:14:15,360 --> 00:14:18,200 for example, you sell men's shoes and they're all brown, 332 00:14:18,200 --> 00:14:20,400 they're all made of leather. And then there's different 333 00:14:20,400 --> 00:14:22,320 sizes. If you've got like 20 different 334 00:14:22,320 --> 00:14:25,320 variations of men's brown leather shoes across 20 335 00:14:25,320 --> 00:14:28,240 different collections or pages or blog posts or guides or FAQs 336 00:14:28,280 --> 00:14:30,560 or something else, Google was going to say, actually, can you 337 00:14:30,560 --> 00:14:32,000 just kind of combine all those together now? 338 00:14:32,000 --> 00:14:34,680 It's the same information, just slightly rehashed. 339 00:14:34,840 --> 00:14:36,200 We only actually want one version of the page. 340 00:14:36,200 --> 00:14:39,280 And that one version of the page should rank better than all the 341 00:14:39,280 --> 00:14:41,440 other 20 used to. So it should be higher than all 342 00:14:41,440 --> 00:14:45,400 20, well, higher than any one of those twenty. 343 00:14:45,640 --> 00:14:49,680 Final thing on SEO, and this one again applies to AI, seems to be 344 00:14:49,680 --> 00:14:51,000 a hot topic. I don't know if you've heard of 345 00:14:51,000 --> 00:14:52,720 it. We seem to be using it more than 346 00:14:52,880 --> 00:14:54,200 more than anything else at the moment. 347 00:14:54,600 --> 00:14:57,560 LLMS. So that's the bot that actually goes and crawls your 348 00:14:57,560 --> 00:15:02,240 site for chat agents, for AI bots like Gemini ChatGPT cloud, 349 00:15:02,240 --> 00:15:05,240 et cetera, et cetera. Google reads that file. 350 00:15:05,240 --> 00:15:08,320 I've been talking about the last few weeks, the LLMS dot TXT. 351 00:15:08,840 --> 00:15:12,640 Google reads that file but we've realised other agents like 352 00:15:12,640 --> 00:15:15,240 ChatGPT and stuff don't. So it's still good to have that 353 00:15:15,240 --> 00:15:18,600 file but we've now realised it's only Google that actually reads 354 00:15:18,600 --> 00:15:20,280 that. And that wasn't public 355 00:15:20,280 --> 00:15:21,920 information until ChatGPT announced it. 356 00:15:21,920 --> 00:15:24,360 I think it was 8 or 9 days ago. So it's pretty hot off the press 357 00:15:24,360 --> 00:15:26,160 there. You should still have it, but 358 00:15:26,160 --> 00:15:28,680 just for the record, there probably are going to be some 359 00:15:28,680 --> 00:15:31,200 other updates to ChatGPT. In terms of a ChatGPT and 360 00:15:31,400 --> 00:15:36,520 another, another AI agent is actually cruel sites, right? 361 00:15:36,720 --> 00:15:39,280 That was a mouthful, wasn't it? 15 minutes and we got through 362 00:15:39,320 --> 00:15:41,880 all of the notes. The final thing then, So Quivia, 363 00:15:42,160 --> 00:15:45,240 this week's Quivia. I think this one shocked me, 364 00:15:45,240 --> 00:15:47,480 actually. I get given a whole rafter of 365 00:15:47,480 --> 00:15:50,640 stats every week and facts and cool quotes and I choose the one 366 00:15:50,640 --> 00:15:53,200 I think most relevant or most similar to other content we're 367 00:15:53,200 --> 00:15:56,160 talking about or the one I sort of see brands and hear people 368 00:15:56,160 --> 00:15:59,920 talking about the most. How many sellers on Amazon 369 00:16:00,000 --> 00:16:05,000 generated over $1 million in sales throughout the whole of 370 00:16:05,000 --> 00:16:09,040 2024? So in 2024, how many individual 371 00:16:09,160 --> 00:16:13,080 Amazon sellers generated over $1,000,000 in sales? 372 00:16:13,520 --> 00:16:15,720 Another slip of tea and give you a quick moment to think about 373 00:16:15,720 --> 00:16:20,840 that and come up with an answer. So I'll tell you my first guess. 374 00:16:21,120 --> 00:16:25,240 My first guess was about 3/4 of a million, so 750,000. 375 00:16:25,720 --> 00:16:29,960 The answer actually, which did shock me was 55,000. 376 00:16:30,400 --> 00:16:32,400 It's still a bigger. I mean, if you imagine 55,000, 377 00:16:32,400 --> 00:16:35,240 it's like a sports stadium full of people, a decent sized sports 378 00:16:35,240 --> 00:16:37,240 stadium. But actually I thought it'd be 379 00:16:37,240 --> 00:16:39,640 much higher than that. But I think it goes to show 380 00:16:39,640 --> 00:16:43,720 actually some sellers are doing it really, really well and a lot 381 00:16:43,720 --> 00:16:45,560 of sellers are not doing it really, really well. 382 00:16:45,720 --> 00:16:49,200 So if you're using Amazon, read into it a bit more, get good at 383 00:16:49,200 --> 00:16:51,280 it and start selling your products better on there and 384 00:16:51,280 --> 00:16:54,360 find the main reason why people buy products on Amazon. 385 00:16:54,640 --> 00:16:56,560 I'm locking my phone. That is the end of today's 386 00:16:56,560 --> 00:16:57,920 episode. I hope you've enjoyed it. 387 00:16:58,360 --> 00:17:00,880 Get some turmeric tea. We don't have anyone to 388 00:17:00,880 --> 00:17:02,560 recommend. Just get any turmeric tea. 389 00:17:02,560 --> 00:17:03,960 It's amazing. It's going to change your life. 390 00:17:03,960 --> 00:17:06,160 I hope you can join us on Friday and if you are around on 391 00:17:06,160 --> 00:17:09,359 Thursday and in London, come to our meet up 4th of September on 392 00:17:09,359 --> 00:17:12,400 Thursday, 6:00 PM till 9:00 PM. There's pizza, cocktails, 393 00:17:12,400 --> 00:17:15,160 rooftop bar, just check the weather, it looks OK. 394 00:17:15,160 --> 00:17:18,800 It is London but it looks OK. If not, there is an inside area 395 00:17:18,800 --> 00:17:21,040 where we're still on a rooftop bar but we're not outdoors. 396 00:17:21,240 --> 00:17:23,440 Hope you can join us. If not, next episode comes out 397 00:17:23,440 --> 00:17:25,240 on Friday and I'll be back for another tea break. 398 00:17:25,560 --> 00:17:27,640 Tuesday Tea break talks, which is a bit of a tongue twister. 399 00:17:27,960 --> 00:17:30,400 I'll be back next Tuesday for another one of these as well. 400 00:17:30,680 --> 00:17:31,360 Hope to see you soon.