Established just last 2021 – Data Dive may be a newcomer in the world of Amazon Tools – but they are rocking the industry as we speak. There has been a growing buzz about Data Dive in the Amazon seller communities – where many of its users can’t help but rave about its advanced and helpful features – especially in competitive research, analysis, and listing optimization. We couldn’t help but get curious about Data Dive – we’ve been so eager to see if the rumors were true. Does it really stand out from all the other listing optimization tools?
Now we’re glad to say, Data Dive does not disappoint. Watch the video below as Brandon Young – industry leader, veteran Amazon seller, and founder of Data Dive himself – sits down with Amy at the Seller Round Table to demonstrate the remarkable features of Data Dive for market and keyword research:
Brandon vs. Amazon’s Algorithm. Guess Who Won?
Brandon started as an Amazon seller pulled into the mysteries of the Amazon algorithm. He and his wife took matters into their own hands by developing an Amazon tool that gathers all the relevant data they need to dominate their category and present them in the most simplified, easily understandable, and organized manner. In this video, Brandon walks us through a sample ‘dive’ by helping Amy with her own pet supply product prospect. Watch and learn the following:
- Why competitive research is one of the most crucial steps in listing optimization
- High-ranking keywords and outlier keywords are equally important
- Being too conservative in your business expenses can cost you a lot of money
- Some big brands don’t make an effort in their listing optimization – which presents a huge opportunity for small and micro brands like yours
- Need we say more? But yes – there are more!
Do The Dive – What’s So Special About Data Dive?
Imagine an ocean of data – vast, deep, and boundless – but filled with priceless treasures hidden in its depths. Who knows what you’ll find when you dive deeper into your Amazon data? Perhaps in the back of your mind, you’re thinking: a) it’s just too much hard work, b) there’s too much stuff, or c) it might be a waste of time. So you settle on the surface – just floating to get by – but not getting anywhere significant. Your Amazon listing ends up just being there – not standing out, not making it to page 1.
Brandon Young, the founder of Data Dive, understands this predicament. Data is precious – but there’s just too much stuff out there. How do we save time on sifting through the muck and just retrieve the information that will be useful for our business?
That’s how he and his wife found the inspiration to develop Data Dive.
In a nutshell, Data Dive does all the dirty work for you. In fact, on their website, Data Dive describes themselves as the ‘Amazon Sellers’ Research Assistant‘. And we’d have to say – no. Not enough. The truth is it could do more than what an assistant could do in 1/100th of the time. So if we’d be asked to describe Data Dive, it would be – the ‘Amazon Sellers’ Research Assistant to the 100th power‘.
What Does Data Dive do exactly? For starters, it takes your listing optimization strategy and goes deeper into the rabbit hole. In just a few minutes, Data Dive comes back to you with data that has been sifted, filtered, and organized into one easily accessible and user-friendly document that you can customize according to your brand’s or product’s parameters. Data Dive shows you not only the most high-ranking and highly-searched keywords – but also outlier keywords that are proving significant to your target audience but are not taken advantage of by your competition. Data Dive not only looks at product titles and descriptions but also at your competitors’ gallery images and compares them side-by-side. There are also sections for your PPC and profit-tracking. Simply put – Data Dive is complete, comprehensive, and intuitive – all at the fraction of the cost of hiring a research assistant who could only do 1/100th of its job.
Try it. Do the dive. Trust us, it’s worth it.
Amy Wees: I’m here with my amazing friend, Brandon Young, and we are going to talk about this cool tool that Brandon has recently released to the public, called Data Dive. A lot of my clients are already using it and raving about it. There are free parts of this tool that are just so valuable. So I’m excited to have Brandon himself give us the review today and show us what this tool can do. And he’s got special discounts for you guys, for on the paid portions of the tool as well. But the goal today is just to show you what Data Dive is all about and what it can do for you. And before we get into it, Brandon, welcome. Why don’t you tell for those people for like the one the 1% of people who do not know you in the ecommerce space? Why don’t you tell everybody a little bit about you?
Brandon Young: Great to see you, Amy, and thank you for having me. So my wife and I are sellers, we have our own toy brand, travel brand, and outdoor brand. And we’ve been selling for six years now. Wow, it’s hard. Time goes so fast, like you’re saying, so five years with private label, now six years with private label. And we do, we’ll do over 20 million this year with our brands. In addition to that I teach, I help people. And we’ve released a tool based on our teachings where we do a lot of keyword research. And we’re known for that. So we put a tool together that helps speed up that process and really analyze the market and opportunity and try to help people choose the right products and improve their success chances.
Amy: I love it. You are a very data driven person. Your business model is very data driven. And it’s obviously very successful. And I also love data, but I like the I like the research and kind of the the application of you know, inferences to the data. So I start the opposite direction, right? You start with the data. And you end with looking into that market research and just making sure that your differentiation matters. I start with the market research and with the data, like confirm it with the data. So what got you into the data? What made you decide to start with the data and go this route?
Brandon: Yeah, it had to do with like some mistakes we made early on. I didn’t understand how Amazon’s algorithm worked or different search terms. We weren’t very good at PPC in the beginning either. And then the more I studied PPC and realized how relevancy mattered for keywords for things like click through rate and conversion rate – which ones to prioritize, really understanding search volume. We would pull data from different tools before Helium10 had Cerebro. And we would piece together all of this data to create a spreadsheet to try to understand – how are the competition getting their sales? And what types of keywords can we try to build in? And then we made some mistakes, even from there, where we overestimated our ability to rank for keywords based on a product we were selling that was similar. For example, we did some noise cancelling headphones one time, and they were super nice, very expensive, like $85 to $90 price point. And I realized I can’t rank for Bluetooth headphones, because it’s dominated by a bunch of $15 and $20 options, right? People are going to click and purchase those a lot more often and at significantly higher rates. So I realized then I started to figure out how the algorithm works and just through trial and error. So for us, it was always about maximizing our opportunities for success. Understanding how the competition is getting their sales, what keywords drive sales, and then if you find that the current sellers aren’t meeting the demand and doing good job, then that represents a great opportunity to come in and do it better. And usually, you can be successful doing that. We’ve only started to get better at it. We have in-house designers now. And only with the advent of tools like PickFu and things like that where we can compare and find out which ones people are going like more. So now, like the design element comes in, and we’re getting a lot better at that part of it too. But for me, it was always data driven. And now we have to do what you’re good at, which is, you know, obviously, like, which one are people going to click on once they’re right next to each other?
Amy: Yeah, I love that there are those options, you know, and they just keep growing. In the beginning, it was just like, Okay, we hope we can create something in Pickfu and it has become more popular. And now, it’s just keeps growing. It really helps but also, you want to make sure that the data backs it up, because you don’t want to get 1000 people to click on it on PickFu and say, “Yeah, I’m gonna pick that one.” – but then you don’t understand that that’s not where the competitors are getting their traffic. Or you’re under the wrong keyword from the beginning, so it really is a hand-in-hand thing. I think it’s like the chicken or the egg situation, you know, you can do either or, but both are important.
So I know over the years I’ve watched you – you’ve always had your own way of pulling data, and then you bring it together, and then you’d share it. I appreciate that about you, because you’re always like, “Okay, this is what I’ve figured out through testing, and I’m going to share it” because you don’t have a scarcity mindset, which is reallyawesome. So I’m excited today for you to be able to share Data Dive. And before we get into it, why don’t you just tell everybody what Data Dive is and what it can do for them?
Brandon: Yeah, so we wanted to create a tool that took our strategy of answering the question – how are the competition getting their sales? And how good of a job are they doing at meeting the demand? What types of keywords are driving sales for particular market, and then really give scores to those things really what we call a master keyword list. And so we created that a while ago. And what Data Dive does it does that in a lot more. It creates a master keyword list and a bunch of tabs and a bunch of data and a bunch of information scores your competitors on indexing and ranking. And lets you know how many units you can expect to potentially sell, whether it’s a market you even want to move into, how many keywords are driving sales, what the search volume is of those. It really puts all of that in front of you, and only a matter of a few minutes.
Amy: I’m excited. And I just have to brag on the profits tool real quick, because I was telling Brandon, before we went live, you know, Data Dive has this profits tool, it’s free, so no excuse not to use it. I had a client the other day show me, because I provide my studentspreadsheets and everything to calculate profits, because it’s so important. I was on a coaching call with a client the other day, and she brought up Data Dive’s profits tool, and she’s like, “Amy, oh my gosh, like it’s giving me all those little elements that I needed to more accurately assess my profit”. So we we’re going through the product research stage, and looking at potential profits. So great that you’re offering that for free, will definitely give everyone kind of that that insight today on how they can get access to that as well. Ready when you are, Brandon.
Brandon: Yeah, let’s do it. Do you have a particular product you want me to do? I just did one live, I did a dog bed, I can use that one. But for the profits tool, what we wanted to do is put together like the most accurate profit calculator. You could do make it as easy and simple as possible to try to account for every potential cost that you have when you choose a product because a lot of people don’t know about a lot of hidden costs. And a lot of things that pop up, whether it’s 3PL expenses, the unloading of the container at the 3PL ,the palletizing, the relabeling, the sending back in – we try to account for all of it so that at the end of the day, you know what your true profit margin and ROI is and then more so how many units you should order and how much budget you should have. So that you can properly do that product and not run out of stock. A lesson that we learned in our business in the last year that really helped propel us forward was that we realized we were we were being too conservative. The problem is that when you run out of stock, it costs you a lot of money because you are missing out on profits for good products. When you run out of stock of good products, you’re obviously just missing out on sales and profit. But it also can kill a product because you you’re accumulating negative history. Your rank slides and a lot of times when that when new inventory checks in, it doesn’t always recover to where it was. So we realized that we lose a lot more when we don’t order enough inventory. So we lose a lot more when we’re right and we don’t order enough, then we lose when we’re wrong and we ordered too much. And so it was tough to grasp our head around that because we’re right, we’re profitable about 80% of the time, about 20% of the time we’re not. And so that 50% of the time, when we have a product that’s really good that we want to keep in stock, that’s that we’re going to keep reordering. If we run out of stock on those, it’s costing us a lot more than the times when you know, we were wrong. So it really propelled us forward. So the profits tool will help you. Data Dive, as a worksheet will help you work through what the competitors are selling, how many units, what keywords, they’re on, what percentage of those keywords, I’ll show you that. That’ll help you determine how many units you think you can sell in that first three months period, and then you can plug that into the profits tool and really get an accurate idea of how much budget you need for a product.
Amy: I love that. So I do actually have a product that I think we should do. So as you know, I’m in the cat space. And I’ve been considering competing with those crazy people at … Do they have a urine? Odor Eliminator like urine? Right? Like Angry Orange is very, very popular. But this is a really cool market. And the other day, I was on with Troy with Seller Tools and we were looking at a new feature in their plugin, where they’re like using the product opportunities for it, which is really cool. And according to the opportunity, it looks like a terrible opportunity. So I would love to – but the market research says a little bit differently. So I would love to see what Data Dive says and kind of compare it with what I’ve researched with product opportunity explorer, you know, in Seller Central. It would be a fun exercise, I think.
Brandon: Cool. Okay, what I need to know from you is what is the main keyword – the most relevant and highest search volume keyword for that product? Is it ‘odor eliminator spray’? What is the main keyword?
Amy: Let me just double because I think it’s either pet odor eliminator, which gets 6600 searches a month. Yeah, it’s definitely pet odor eliminator. Okay, that one.
Brandon: So that’s not a ton of search volume. So what you would normally do when you’re going to use Data Dive is that you would want to make sure you get the 15 best sellers to use on your dive, because you want to know how the best sellers are getting their sales, and you don’t want to miss any of them, right? And what I’m going to do is I’m going to see cat odor and stain removers. But let me go ahead and go to the subcategory and see if maybe that’s going to be better for us. If there’s two subcategories, you have to make a custom list. That’s a really neat thing to do. What you do is you take the keyword and you create a bar and then you do it again. And you would do that for 10, 15, or 20 of them. And then when you hit Enter, only those are going to show up, that way you can get your custom list. But what we’re going to do is we’re just going to search with using this subcategory.
Amy: Okay, I just pulled it up in the product opportunity Explorer. And it looks like between ‘urine odor eliminator’ and ‘pet odor eliminator urine’ – urine gets a little bit less search volume. So it definitely is ‘pet odor eliminator’.
Brandon: Okay, we’re gonna go with this one then. So right now Data Dive uses X-ray. It uses Helium10. Because we pulled data from a bunch of different places, then we’re relying on Cerebro and X-ray to really figure it out. So first thing you’re going to do is go to that main keyword or go to that subcategory and normally we would load more results.
Amy: We’re saying, Brandon, that Data Dive uses Helium 10. So you would need a Helium10 subscription in order to make the most out of Data Dive?
Brandon: Yes, you would need a Helium10 subscription. Now, this is really interesting. So the way that this works, the main thing that you need is you need access to X ray and you need access to Cerebro. We also use it for tracking our keywords. But if you have another way to do that, that’s fine, you can just do ala carte with Helium10. So what what we’re going to do is we’re going to choose the most sales, and when you hit go into a subcategory, generally it just goes straight down to sales. But we want to choose all the products that are the same. There are two ways to do this. There’s one where you take an overarching strategy where you have a large market, and you choose to take the 15 best sellers, and then you can niche down and you can choose just that style that you’re going to do have that market to. I recommend doing dives for both, because you’re gonna get different insights, you’re gonna see how good the niche competitors are, and you’re gonna get an idea of how big the overall market is. So for this one, I want to do the overall market for ‘odor eliminator’.
Now we have different Angry Orange listings here. I believe these are individual listings, they just have different things. But it’s going to be interesting, because they are all selling well and all ranked well. They aren’t variations of each other. So I do want to select them. You’ll find that there will be search volume associated with their brand name, which we’ll get into. So I’m just going to select them as I go down. Now this one doesn’t show the sales. But we know it’s very high, right? Normally when we sort by sales, what you’re going to first see is if you see that N/A at the top, then it’s a big problem. And you use not normally select that anyway, but we selected it and then we’re just gonna go down. Let’s see – we’ve got Resolve.,
Amy: We’ve got some big brands in this. So what you’re doing right now is you’re just kind of going to some of the big sellers so that you can get the data from them?
Brandon: Yeah, we want to know how the big sellers are getting their sales, right? Now this one is another big brand, they’ve got like a bundle, and then they’ve got another one, but it is they are different listings again. So we do want to include both of them. So far, we’ve got 10. This is a urine deployer foam aerosol spray. So again, this is what I was going into before. Like if I wanted to make a foam, I would probably do this dive. And then I would also only go into the foam keyword and make sure that I got all of the foams.
Amy: So you’re checking both markets, especially the markets where you’re primarily trying to compete.
Brandon: Correct, yeah. Rght now I’m just going to do liquids. I don’t want the gels. I don’t want the powders, things that go in the litter boxes. I’ve got 13 selected, I just need to get one more. Couple more sprays here, or liquids. Got one here.
Amy: You’re doing this based off the assumption that we’re doing a liquid. And so that’s where you’re trying to remove some of the other like, if we’re not doing a powder, and that’s what people are looking for? Well, then we’re not going to add that to our Data Dive because we want to really narrow it down.
Brandon: Correct. So now that I like to use 15, you can use up to 20. Normally Cerebro only allows you to do 10 at a time, but with our software you can do up to 20. I’m gonna hit dive that was my my tab there that was overlaid on X ray. And you’re gonna see that we’re pulling data from Google Trends, we’re pulling from Cerebro, we’re pulling from Keepa. Keepa as a free extension is really great for analyzing pop ups and products. We’ve got Seller Central data coming in. I don’t think I was logged into my Seller Central. So it might not be but it’s not as necessary. And then within three minutes…
Amy: Keepa used to be free. I loved it when it was free. Now it’s a paid subscription. So when Data Dive is doing its work, are there any other subscriptions that we need besides Helium10?
Brandon: I think with Keepa you get one or two dimes worth, but I think it’s $5 or $10 a month for unlimited use. That’s the only other one really. Just log into your Seller Central before you do it as well. Google is free. So it’s Helium 10. So Keepa, Google, and Seller Central. And then within two minutes, you’re gonna have this populate this – this is what we call our master keyword list.
So what I want to do is walk you through what this sheet is and how it works What you’re seeing across the top here are the 15 sellers that we chose, you’re seeing much information about them. So you’re seeing things like their rating, the number of reviews, their price, their sales, the revenue that they’re driving every month. But down here, you’re seeing all the keywords that are driving sales for this product, and we have it sorted by relevancy. Now, relevancy, we establish with a formula that basically just counts the number of sellers that are ranked well on the first page for a keyword. So it’s pretty logical. The more competitors that are ranked well for a keyword, the more relevant it is, right? So once we establish based on relevancy, you’re seeing this list here, that you have 337 keywords with at least three relevancy, at least 350 search volume, and that equals 884,000. This Rocco brand here is ranked on 96% of that search volume, they’re ranked well for it. Angry orange, who does really, really well, is only on 70% of that search volume. So what we’re trying to do now is understand the picture. Remember, we’re always trying to answer the question: how are the competitors getting their sales? We want to make sure that this picture makes sense.
So now 619,000, search volume is not significantly less than 850,000. This is a larger percentage, but it’s not that much that it should equate for an extra 30,000 sales. So we have to look at these outlier keywords that we have. And from an SOP standpoint, the first thing that I’m going to do is look at the outliers. Because I’m going to clean up the master keyword list later, I’m going to take out keywords that I can’t get sales from, I want to make sure that this list is is only keywords that I feel I can get sales from so first thing I’m going to do is look at this. And what I see right away is that there are an additional 30 keywords with an additional 312,000 that this guy is getting sales from. And that’s significant. What you’re seeing over here is that this Angry Orange over here is at 92% has 56 Extra keywords with 320,000 search volume. I think the sales on this one are much closer to this one, honestly.
But what I want to do is I’m going to look at those outlier keywords. So I pull up the second tab here and all of a sudden I have a list of keywords that only a couple of these competitors are taking advantage of. Now this is the secret sauce here. I’ve got something here where I’ve got number 3 on pet supplies, that’s a major keyword with 171,000 search volume every month, that are driving a lot of sales for this guy. And if I look over here at the rest of this list, and I see this green, I can see numbers 307 means that it’s not even indexed for pet supplies. So what that tells me is that there is a word in this phrase that these guys didn’t bother using in their listing or didn’t build next to pet supplies like pet and supply. Supplies might be in their listing somewhere, but nowhere near pet and they’re just not indexed for it. So we know that they have pet right? That’s likely – but supplies is probably the keyword that they’re missing. Now, if we look over here, this Angry Orange, this one’s number two for ‘orange’. And this one’s number one for ‘orange’, it makes sense. No one else has even indexed for it even there are other angry oranges not, which is really interesting.
Amy: The dark green is throwing me off a little bit, Brandon, because it seems like the dark green would mean like they’re doing good for that keyword.
Brandon: No. it’s the other way – the is good. The darker the green, the less index, the worst they’re doing.
Brandon: Here’s another one here stain remover. Very, very relevant keyword, I think if it does have a stain remover function in addition to odor remover, right? Yeah, they’re number 21. No one else is even index for stain. 307 means not even index. So maybe they don’t want to make a claim that it’s a stain remover when it’s just an odor remover? Maybe it has no cleaning function. It’s literally just to eliminate odors. So I thought it does clean at the same time. So I would think stain remover would be a keyword that I would index for but clearly no one’s taking advantage of it.
Amy: It’s interesting because you could take that data and you could go okay, odor, you know, pet supplies, stain remover and odor eliminator. And you could do another dive, if that was going to be your angle, where you’re also removing the stains. Because if they’re removing odor, they also want to remove the stains from urine, right? So it really kind of opens up your eyes to opportunities as well.
Brandon: Yeah, it can, right. If these guys don’t do stain removing, and they only do odor, then yeah, you see how good of a job that this one’s doing. Resolve is doing it but doing both, then you might want to emulate that. Change your formula, build something that does both and really take that angle.
Brandon: So you’re starting to really get some gold here. But you have to understand that these are generic keywords, these are going to convert lower, they’re going to be harder to to rank for because you have a lot of competition that’s very widespread. These are keywords that you should understand whether you can compete on them, which ones you want to build into your listing, you’re not going to launch targeting a lot of these but you do want to establish indexing, and you want to establish relevancy when you launch. So you’re getting some of those goals. What you’re looking to do is just paint the picture and make sure that you understand how everyone’s getting their sales and if I could do a better job. Now, let me show you a couple quick things here.
Amy: When you say how people are getting their sales, what you mean is the keywords on Amazon that they’re ranking for, and therefore we’re assuming that they’re getting their sales. But the one thing that we also have to check is, for example, if if they’re also in retail or something like that, or like their brand keywords are very heavy. We can’t put all of our eggs in the ranking on Amazon basket, but it certainly helps us to understand where they’re getting their sales where others are not.
Brandon: Absolutely. This tool will help you paint that picture too. Because you’ll see if they’re in retail, then people are going to come to Amazon and search specifically for that brand. What we can do is we can go over here to the roots tab, and we can type in ‘angry’ right now.. And I’ve got right here angry orange Odor Eliminator 11,000 Angry orange 7000. I’ve got a lot of branded search volume. Angry has a broad search volume of 29,000. That’s super significant. That’s showing me that they they definitely do drive a lot of outside traffic, because they’re probably doing advertising off of Amazon. You’ll see that when people drive to their own Shopify store, too, that you’ll get a halo effect of people searching on Amazon so that they call it a halo effect. It’s not necessarily sitting on a shelf in Target, it could be that they’re running ads on Facebook, Instagram, or Etsy or something driving to their Shopify store. And people are like, I don’t trust Shopify, I have a prime account, I’ll just buy it on Amazon. So they go search for it and buy it on Amazon. So the more ads you do, the more branded search you find. That’s super important to understand that if you have these ‘angry’ keywords, that’s where a lot of these other sales are coming from that you can’t duplicate. That’s super important for you to know, when you’re trying to compete with Angry Orange that is like they’ve got that advantage over you. Those keywords are going to convert a lot higher for them. And you’re not going to get to compete with those keywords. So those are sales you can’t rely on also.
Amy: So what are the keywords that they’re not indexing for that they don’t care about that another competitor is getting a lot of sales from? I know it’s a pain point that specifically my customer has. Of course, it’s not going to make up for all the branded search. But if you can find it, then it can be helpful, right? That’s what is so great about seeing the keywords in this in this way – because you can look at them all at once and go ooh, that’s an opportunity – but I need to dig into it more.
Brandon: Yeah, correct. So what I’m going to do is because I can’t get sales from there, I’m going to remove those keywords from the list, I’m not selling a gel, powder, or ‘angry’ just as an example. I can enter a phrase I want to remove.
So what’s interesting is – I removed those keywords, right? And so this number went down, search volume went down a little bit, and it actually hurt the the Angry Orange sellers. I removed keywords that they were ranking well for. An extra sales they were getting.
So if I come over here, and if I don’t think I can get sales from that that branded search, I’m probably going to want to remove them. And so I go from 323 to 318 (keywords). I eliminated a few more keywords there. What I’m going to do is I’m going to sort this by search volume, and I’m just going to see if there’s any low hanging fruit just to clean it up to make this faster. Typically, what I’ll do is I’ll go through search volume first. And here’s the way that we evaluate it, we really want to know how many very good sellers are there? And if we think we can compete with them. Nature’s Miracle stain and odor that’s definitely a brand name, which is over here. So that’s something I would probably remove.
Amy: So now what you’re doing is you’re just you’re narrowing your opportunity based on the things that you cannot compete with or you cannot control.
Brandon: Correct, yeah, and I just removed those two broad terms, I removed another 16 keywords. And you’ll notice the more that you remove of these irrelevant keywords, the more this list is going to change and the more competitive it might get. Because remove removing stuff that really doesn’t drive sales for a lot of these guys. And so as a percentage, their search volume will go higher. And we’ll get a real good idea, a real accurate idea as to how competitive this niche is. Right now from the looks of it, I think I can beat Resolved but you have to understand resolve is going to crush us on carpet cleaner spray. They’re going to crush us on this pet carpet cleaner.
Amy: So I would probably take out the word carpet, I would probably add carpet because I’m not going to be targeting carpet, right?
Brandon: I would probably keep carpet in this. Yeah, just because like I think like the main place you use it as though is to remove the odor from a carpet. So I’m trying to understand – who I can compete with here, how I’m gonna build my listing. I’m gonna I’m gonna get into that now next.
Amy: We’re not going to compete with Resolve for carpet cleaner.
Brandon: We’re just not. But that’s why they’re 14,000 sales with only 47% of this list. Whereas like Angry Orange, is at the similar amount of sales like really, really close almost the same. But 71% of this list, because Resolve has its own list of keywords that they are also selling on that are in a different niche, that carpet cleaning niche that we didn’t analyze. So we just have to understand that that’s how Amazon works and that if we were to only look at carpet cleaners with Resolve in there, then we would understand that market. But we’re targeting this market and we really want to know what drives sales for this market. That’s why they have five keywords with an extra 46,000 search volume right? Now, what I would say is that I can do better than these guys that are selling 4000 and 5000 a month. If this is the master keyword I’m working on.
So now I’m finding holes in the indexing and the writing and the way that my competitors wrote their listings. All of those holes and how bad of a job they’ve done represent an opportunity for me to do it better. Let me show you this, I’m going to deep dive on the competition, I really want to take an idea. And I just did this dog bed right before with as an example with another call I did, I just want to show you what that looks like. This is very common for all pet products right now. This is the search volume over the last four or five years for this product in Google Trends. And you’ll notice that during the pandemic during 2020 and 2021, there was a huge spike, you could see it’s seasonal, there’s people buy these pet dogs, these dog beds for their pets for Christmas. So during q4, you have a spike. But it’s much higher for 2020 to 2021. A lot of people got pets during during the pandemic when they were locked down right. Now it’s coming back down to normal. So you can understand that it’s a declining market rather than an increasing market. And that’s important for aggregators to know when they’re going to buy a product, it’s important for you to know so you can understand how many units to order, what to expect moving forward from this type of product. So that’s what the trends will look like. We also overlay Amazon in there a lot of times, but I imagined that it’s going to be similar. A lot of people have dogs, it’s probably going to be stay there because the dogs are young. And they’re still but they’re not puppies anymore. So they’re less likely they’re more likely to be housebroken. You probably need the spray less as the dog gets older, I imagine. So that’s what I’m thinking is that, you know, this market as a whole is declining. But what I want to do is I want to look at the competition and look at how good they are at content, how many variations they have, what their out of stock rate is, what their average selling price. Look, this is this Rocco and Roxie is just like an insane example of something that’s viral, their content is not fantastic. They have the back of their bottle as the second image, it doesn’t have the benefits to the buyer. And then you have angry orange there is really, really good at content and they’ve crushed this product. And they have no variations. They’re just you know, they have really colorful and wonderful designs, they display the benefits.
Amy: It pulls the images for you right there though, like so that you can kind of put it together?
Brandon: Yeah, you can really analyze, we’re going to be pulling once we switch from the Google Sheets to the other, we’re going to pull the a+ content for you as well and put it next to it so you can see it as well. Yeah, we’ll see Resolve is just the back of the bottle. This is such a terrible listing and you can crush them. And we were seeing that they’re green listing, but they’ve got a lot of branded search, but you could do a better job than them. I think you know, the type of spray bottle versus like the industrial bottle matters. Like you can see which one’s working better for these guys as well. And Rocco and Roxie, you’ve got two variations here. Again, great content, again, benefits their testing. Nature’s Miracle is not good at Amazon. And you’re really just going through and you’re seeing the trends of the product. This is the Keepa function over here, which I think is super important to include. You can see their price points their average price point in the last 90 days.
Amy: If you if you started with the market research and you looked at so like I did, I started with the market research and I’ve been in all the cat groups forever. And I happen to know that most of the people who buy these odor eliminators, for cat specifically are not buying any of these brands. They look for specific features that are only in certain brands. And they look for that from their veterinarian or from certain stores. They’re crazy about it. So what’s interesting is data, I can look at what you’ve pulled in Data Dive, and I can go, Look, none of these images are targeting what those customers are specifically looking for.
Brandon: Well, that’s really interesting, right? It’s like, so what is it on this list that they’re looking for that you can find that has search volume, and you can see how much they’re driving the market with the specific stuff? Is it the enzyme cleaner,? If the vets are saying get an enzyme cleaner to eliminate, then you know, 14,000 people a month are specifically searching for enzyme cleaner. But from a route perspective, from a broad route perspective, enzyme is here at 50,000. It’s super significant. So there’s a lot there’s 14 keywords that have 50,000 combined search volume that have the root enzyme in it. That’s really, really relevant. So yeah, like you’re saying, like, what are the ways that they’re searching? What are the key features that they really are looking for? Well, enzyme seems to be one of them, right? So looking at the keyword data and understanding the market, then you can really understand the buying habits and what’s driving sales. So once you do a deeper dive into the, into the competitors, we really want to go to the titles and we want to I want to understand like how good of a job as the competition done at writing their title for maximizing ranking potential. And what you’re seeing right away is that Rocco and Roxie Roxie actually has the best title, crushing 627,000 ranking juice score. They’re able to capture the majority of these keywords at the highest percentage or highest ranking potential than anyone else here. Second is Angry Orange. Third is is this Bubba’s. And what’s interesting is that they’re the best, it doesn’t always work that the best one is there, because you don’t need to have the highest score sometimes, to rank the highest for different keywords. This is more of something where you’re going to take this, I’m going to start with this one. I’m gonna come over here to this function that we have here for this listing builder. And I want to use that master keyword list and I want to write my title to maximize my opportunity to rank. And so I’m going to take this and start here as a starting point. And I’m going to look at these keywords and I’m gonna see which ones they are missing. Before I even do that, I can even go over here to these outlier keywords. And I can add some of these to the master keyword list – I want to add pet supplies, I want to add puppy supplies, I want to add couch, maybe I’m gonna avoid the cleaners like the generic cleaners. Maybe cat repellent, mattress cleaner, carpet shampoo, supplies for dogs. All right, so I’ve added these. And so now these are going to come over here and be added to this master keyword list. And then I can build those into the listing and take account for those two, which really gives me an advantage.
You know, this is clearly an opportunity for those people who have products already. So this is not just for product research. If I have a product already that I want to get more sales for I can run a Data Dive on it and re-rank my listing.
Brandon Young 44:16
1,000% Yeah, if you’re one of these other guys that just isn’t doing a good job, right? Like you’re just not rank, you’re not not writing your listing, well you’re not ranked well. Like this simple green here. Terrible, great image, but just not doing a good job indexing or writing. Their listing can do a significantly better job. So they’re 4000 sales could easily be 10,000. Right? And so we see that all the time we do consulting with aggregators on a regular basis, you know, including, you know, the biggest one. We’ll look at this product and we’ll say okay, these are the keywords you’re missing out on like you could do better. So I have these outlier keywords that got thrown up here because I selected them right. So if I wanted to, I could add it in here, but I would have to remove something. So now it’s going to become a game where I can rewrite this listing a bunch of different times to maximize the score. More importantly, after you launch, you’re going to go. And if you’re already have a product that’s launched and you rewrite your listing, you’re going to monitor your keyword ranks. And you might not need to put the exact form to maximize your ranking potential for a keyword, sometimes just the phrase match matters, or just the root will be just the broad form will be enough or just the plural will be enough, right? So it’s a Tet constant test to rewrite your listing a bunch of times to maximize your ranking potential for different keywords.
Amy: And you can utilize this for your PPC as well to really be making sure that you’re driving traffic to those specific keywords, right?
Brandon: I’m going to show you there’s a PPC tool built in. So it’ll do that for you. But I want to I want to try to explain ranking really quickly for everyone that’s watching so that they understand how Amazon’s algorithm works. It’s like, Amazon has to give you credit for 1000s of keywords, every single time there’s a micro action, just simply because they cannot wait for a micro action to happen on every single keyword, even with all the traffic they have. So every single time someone clicks on your listing, browses your listing, looks at your reviews, adds it to cart, purchases, it all of those micro actions, and you’re going to get a certain amount of credit for how they came into your listing. So whatever that root keyword was that they searched for to find it. And then then the match type determines how much credit so if you can picture your listing as a bank, and every single one of the keywords of bank account, you’re getting a little bit of credit in each bank account every single time there’s a micro action. Now you also if let’s say someone just clicked directly through to your listing and purchased it, you’re trying to get credit, also a little bit of credit for how you build your listing. So which keywords you prioritize where and in what format, okay, so that gives you more credit also. Now, once you have that credit, the way you cash it in, is by is by maximizing the ranking juice potential. So that’s where that ranking juice comes from. The exact format of a keyword is maximum potential ranking juice, the title, the beginning of your title is the maximum amount of ranking juice. So everywhere else in your listing, besides there is a little bit less opportunity to withdraw. And different match types are different percentages opportunity to withdraw. But what you need to understand is that you don’t necessarily have all the credit in the world in your bank account, you had to rely on the performance of your listing your click through rate, your conversion rate, your relevance or your revenue, all you’re doing now is giving a signal to Amazon about relevancy. And in order to try to maximize that that withdrawal. Now, let’s say that you’ve got pet supplies in your listing. And you you want to try to rank to number three, but the maximum credit you have in there is Matt is number 15. Because remember, it’s relevant to your competition, if you and I’m making this number up to make it easy to conceptualize, but let’s say number 15, for pet supplies is 500,000. Credit. And number 14 is 505,000 credit, if you only have 500,000 credit in your bank account, and a plural match is enough to withdraw 500,000. You don’t need to put the exact match in there in order to get that right. But what you can do is test it by rewriting your listing, putting the exact and if your ranking doesn’t go up, it means you need to do a better job in relevant to your you know relevant to your competition with regards to that keyword or those routes or keywords related to in that related in that. So with from PPC from click through rate from conversion rate from revenue.
Amy: And Brandon, I want to point out is that you have to be careful though, because you’ll see people that get crazy about consistently changing their listing, and then they’re not following that up with the right kind of traffic. And so they’ll change their listing which I’ve done this with clients Many times we’ll just change one exact match in their title, and it moves them up to page one for that keyword triples their sales overnight. It’s perfect. It’s a great change to the listing. But I’ve also seen people that are hyper focused on constantly changing your listing and they’re not updating their PPC, they’re not updating anything else. And they’re just like, everyday they’re like click happy people that just want to like change their listing and that actually can be detrimental to that to all those trades. His actions in the bank account because every time the search engine decides that, especially in your title, the search engine is going to recrawl, your listing. And now you’ve lost that ranking for all of that, unless you’re consistently running the traffic to those keywords to get it back right away.
Brandon: Yeah, the performance, the performance, and it has to be holistic approach and the performance of your pay per click and the relation of every keyword. So that’s why like, when we talk about a long, long, you know, longtail keyword that has a lot of words in it, that’s why we break it down to the root, we break it down to the single word, that single word being in 1000s of keywords, you know, you’re getting a little bit of credit, but the performance of PPC, that’s bad, is going to withdraw money from the bank the same way, the good will put money in the bank, right. So you need to like you’re saying, if you’re going to prioritize a keyword, then you need to make sure that what you’ve been doing is positive. And a lot of people will just throw on a bunch of broad and auto campaigns and not really optimize them not really understand whether they’re helping or hurting their listing. And so you want to make sure that you are outperforming your competitors relevant to that each keyword right, and that you’re taking advantage of the maximum opportunity. And what’s interesting is you’ll find the the keyword that the keyword master keyword list that we have there is going to allow you to go through and find those keywords that your competitors are not prioritizing in an exact match, where they’re only withdrawing a percentage of what they can withdraw. But in even though they’re performing better than you, just because you put it in an exact form, now you can withdraw more. So they had born the bank, but they just didn’t withdraw at all. And now you’re withdrawing your maximum to just get ahead of them. So now you’re ranked ahead of them. And so that’s where like optimizing and rewriting your listing comes from, but you need to know that when you pull something out, you need to you need to track it, you need to know what happens to it. Like you’re saying, if you change the title, you’ve obviously removed something sometimes. And now what happens to that the listing the the crawler that you’re talking about they the algorithm needs to pick it up from somewhere else in your listing, it could be it’s going to be less credit, it’s going to be a different type of map, right, it’s going to be less. So you need to understand, okay, I need to rewrite that somewhere else in exact form or in phrase form so that I can make sure I get the maximum credit for it. So it is it’s an art and a science at the same time with writing your listing to maximize your ranking potential. But what we’re doing with the tool is giving you a great head start.
Amy: Love it. One more thing to show.
Brandon: One more quick thing. I know that nothing’s quick about this. But let me let me jump in really quickly. So once we’re in here, I just want to show you you can hit plus, and then you can actually see the roots, we break it down to the roots. And we can we see supplies is not in their pet supplies. So puppy is not in there repellent, odor remover, Puppy supplies. So we click on we can click on one of these right, and it’ll give me only the keywords that are that have that route in it. Obviously, pet supplies number one, but it’ll show me all of them. And then I can choose which one I want to write into my listing, right. So that’s a feature that we built in there for the writing. And then for the PPC. What you do is once you clean up that master keyword list and you have the keywords you want to target, you can import the master keyword list here. And it’s very important that you understand that for for ranking. Plural matters, right so like pet supply will be different than pet supplies. Odor Eliminator is definitely different than odor eliminators for ranking. But for PPC, it’s the same exact thing. If I have see here I have pet supplies and pet supply if I target pet supply with an exact form PPC campaign, I am going to show up for pet supplies. I’m also going to show up for the pet supply a pet supply the pet supplies. So it’s going to show it for many different types of keywords that have conjunctions in them and have plurals in them. And you need to normalize those to avoid overlap if you want to. So what this tool does for you is it normalizes them eliminates all the overlap potential by combining the search volume for you and eliminating them. And then it’s going to click and try to give you as many phrase and broad campaigns as you can create without having overlap. So it’ll check all these boxes for you. And then once you do is you come over here to the PPC campaigns and you set up your rules, your your bid, your number of keywords per campaign, the difference the range of search volume you want. So if you want 10 Which means you’re willing to have something with 1000 search Volume and 10,000 in the same campaign, but only in that range. And it’ll break it all down all of that entire list from those exact campaigns, it’ll break it all into different keywords for you for the broads, and the exact, and then all you need to do is click this, generate my campaigns, it’ll give you an upload file, and you can go generate hundreds of campaigns with the click of a button.
Amy: I love that that’s really, really awesome. It makes it very, very easy for you to create those campaigns and make sure that you’re tracking the right keywords. Also, you know, if your LinkedIn with helium 10, you can add specific keywords to your tracking list. So that what gets measured gets managed. And it’s it’s a really great, really great tool. Awesome.
Brandon: I appreciate it.
Amy: Thanks for sharing with us today. Um, I’m going to Can I reveal the how to how they can actually take advantage of this. So Brandon created a, he created a discount just for you guys. You can get the profits tool for free. Right, that’s available right now. But if you want to subscribe to Data Dive, you can use code, Amy, that’s a really hard code to remember I know ABA and y at Data Dive dot tools. And that’ll give you savings of $50 per month. Is it off of your subscription?
Brandon: Yeah, so you guys have a super great discount, it’s $50 off per month. So $100 per month instead of 150. And yeah, right away.
Amy: Pretty easy. And again, don’t forget to take advantage of the profits tool that’s free. So you have a Chrome extension to is that just a Chrome extension?
Brandon: Yeah, the Chrome extension, you need to have four to run it. So when you download the it’ll be a Chrome extension. Yep.
Amy: Got it. Cool. All right. And that’s what generates, you know, the spreadsheet all of that. And now, how does this spreadsheet work in terms of, do we need Excel for that? Will it open in Google Sheets?
Brandon: When you sign up, you want to use a an email that has Google so that you have Google Sheets, we’re moving to a sheetless format in the next two months. But for now, you need Google Sheets. And then you just give it some permissions within your Google Sheet. The first time you use it, it’ll, it’ll populate the sheets into your own Google Drive. So we don’t store anything and keep any of your sheets. It’s all generated locally for you.
Amy: Amazing, Brandon, thank you for taking the time today, I learned so much about Data Dive I really like when I go play now. It’s really, really cool. All the different things. I mean, there’s so many, there’s really endless uses for it. You can use it for product research, you can use it for listing optimization, you can use it for PPC, campaign creation and optimization. You can use it for analyzing your competitors, market analysis, so many cool things. So thank you for creating it for sharing it with everybody and for coming on the show today to show us this cool tool. Thank you for creating a discount for us. And we just we appreciate you so much.
Brandon: Great to see you. I’ll see you in Vegas, I’m sure.
Amy: Yes, we will both be in Vegas for prosper. I’m stoked about that. And just to remind everybody who’s here, thank you so much for being here. We have seller roundtable in one hour. We’ve got Dylan Carter coming on the show today. We haven’t checked in with Dylan in a while. And he’s been up to some fun stuff. So we’re going to talk to Dylan today. Don’t forget, we’re going to Mexico in April. So don’t forget about that. If you guys are interested in learning more about sourcing from Latin America, you can go to the Mexico trip.com. And check that out. And then also in the amazing at home mastermind group, we are learning about building your brand off of Amazon. So this week’s last week’s class was about analyzing your demographics on Amazon and off of Amazon in your insights. And this week, we’re getting into actually building the connection, what is that good content that you need to do to actually have a connection with your audience. So the next time you launch a product, you’re not just launching it on Amazon, you have an audience list to launch it to. So that’s what we’re working on this week. You guys can go to email@example.com forward slash brand to check that out. And I think that’s it so we’ll see you guys in an hour. Brandon, my friend. Thank you so much for being here and everyone have a great rest of your day.
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