Throwback: Heat Maps and Golden Hours - Revolutionizing Your Amazon Advertising Game

In this episode, host Josh interviews entrepreneur Rolando Rosas about his journey from office technology to Amazon selling and founding Circuit Com. Rolando shares his advanced PPC strategy, using a year’s worth of sales data and heat maps to optimize Amazon ad scheduling for better ROAS. He offers practical tips for sellers: enhance product images, respond to customer questions with videos, and use data tools like Seller Labs Data Hub to identify peak buying times. Rolando encourages starting small with data-driven ad adjustments to boost efficiency and sales. Chapters: Introduction to Rolando Rosas and His Journey (00:00:00) Josh introduces Rolando, his entrepreneurial background, and the founding of Global Tech Worldwide and Circuit Com. Podcast Sound Effects and Stream Deck Tips (00:01:15) Rolando shares his experience setting up podcast sound effects and encourages using a stream deck. Introduction to Innovative Amazon PPC Strategy (00:01:38) Josh prompts Rolando to share his unique PPC strategy, setting the stage for the main discussion. Data-Driven Ad Scheduling and Heat Maps (00:02:13) Rolando explains using 12 months of order data and Seller Labs Data Hub to create heat maps for ad scheduling. Key Insights from Data: Golden Hours and Days (00:02:59) Discovery of optimal times and days for ads, including patterns like low Friday evening and weekend sales. Challenging Weekend Ad Spend Myths (00:04:12) Rolando debunks the idea that weekends are best for ads, showing most sales occur Monday–Friday. Impact on ROAS and Sales Performance (00:06:03) Discussion of improved ROAS and sales by focusing ad spend on high-performing days and times. Layering Day Parting and Low Bid Strategies (00:07:02) Exploring advanced ad scheduling, including low bid strategies during off-peak hours. Manual vs. Automated Campaign Management (00:08:31) Rolando discusses the manual nature of their current process and the use of portfolio grouping for easier management. Leveraging Seller Labs Data Hub for Insights (00:09:36) How to use Seller Labs Data Hub for actionable business insights, even for non-data experts. The Importance of Data Science and AI for Sellers (00:10:53) Emphasizing the future role of data analytics and AI in Amazon selling success. Three Actionable Takeaways for Amazon Sellers (00:11:56) Josh summarizes three key takeaways: main image optimization, customer Q&A engagement, and data-driven ad scheduling. Encouragement to Start Small and Test Strategies (00:15:20) Advice to implement changes gradually, testing on a few campaigns or SKUs before scaling. Closing Remarks and Appreciation (00:16:18) Josh and Rolando wrap up the episode, express mutual appreciation, and end the conversation. Links and Mentions: Tools and Websites "Global Teck Worldwide": "00:00:00" "Seller Labs Data Hub": "00:02:59" "Google Sheets": "00:10:08" Strategies and Concepts "Day Parting": "00:02:13" "Heat Map": "00:02:59" Actionable Takeaways "Adjust Main Images": "00:11:56" "Respond to Customer Questions": "00:12:07" Transcript: Josh 00:00:00  Today I'm super excited to introduce you all to Rolando Rosas. Rolando never could have predicted that a college computer, a printer, and an old school wall phone in his kitchen would lead him down the path of entrepreneurship. But that's exactly how it happened. In 2002, he founded Global Tech Worldwide with the goal of making it easy for businesses to use the right office technologies for better and frictionless customer interactions that help businesses elevate their customer interactions and turn them into rich, meaningful discussions. Fast forward to today, and after spending ten years selling on Amazon, he is on his third startup circuit. Com because he was frustrated with the lack of transparency and outdated methods of buying broadband, wireless and fiber internet for small and medium sized businesses. So with that introduction, welcome to the show, Rolando. Rolando 00:00:53  Woo! Woo woo woo woo. Woo woo. Let me try. Let me try. Josh 00:00:56  Hey, there you go. Hey. Rolando 00:00:57  There we go. Josh 00:00:58  You got the audio work? Rolando 00:00:59  I got it, I got it I got him to work. Josh 00:01:02  Rolando has his own podcast and we recorded an episode last week I was on, I was in the reverse side. I was the guest there. And that I told you, Rolando, I love the sound effects that you have going on in your podcast. Rolando 00:01:15  You know what? I'm here. You know what? Go get a stream deck, go get it and call me, and I'll help you set it up. Because it took me a while. I left it in the box for quite some time before I actually started using it, because I was a little intimidated. I'm not an Avi guy or anything like that, but, you know, I was like, all right, let me add one, two, three. And I was like, ooh. And now I've got a couple of those buttons set up for it. Josh 00:01:38  I love it, I love it. All right, Rolando, there's another really wicked smart strategy that I want you to share with our audience that you shared with me prior to hitting the record button. Josh 00:01:48  And this is your amazing PPC strategy that I have never heard anybody else talk about this other than yourself. everybody's always heard of de parting, right? And that's kind of the new hot PPC term, but this isn't Dave Harding. This is something, I think, even more intelligent than what De parting is. So I've laid out the red carpet for you there, Rolando. Give us the gold nugget. Rolando 00:02:13  Yeah, right. So de parting is just simply ad scheduling. You know, run an ad on a schedule. Nothing new there. But what if. Chad. Chad, I was just talking to Chad. What if Josh. We could map or have ads show up when we have our ideal customers on Amazon? How can we do that? Can we pull it off? And can we save money while we're doing that? That's really what we wanted to find out. Turns out there is a way to do it. Not easy, not clean. But there was. So we went and pulled data from our orders for 12 months, and we used, Seller Labs product that they have or service that's called Data Hub. Rolando 00:02:59  and it pulled in all that data, right? It's our own data. So we didn't have to do all these crazy reports from Amazon. Pulled it all in. Once they pulled that in I said, wait a minute, guys. I'm not a mathematician here. This is just a spreadsheet with a bunch of numbers. Can we do something better? So then we put together something that anybody could easily use in the organization. We put together a heat map so that you can visually see the data. And, you know, dark green means good, red is bad. And guess what? We found golden hours every day of the week. Also golden months also patterns within those months. For example summertime for our products which are mostly office related products. After 4 p.m. on a Friday, we've virtually had no orders on the summer months. So if I'm a betting man, Why would I run PPC after 4 p.m. if we're not getting any orders? Another one was when? on the weekends, you hear people say this all the time. Rolando 00:04:12  And now that I have the data for our stuff, I know it's totally wrong. You got to run ads on Saturday and Sunday because people browse Saturday and Sunday and buy on Monday. The evidence does not hold that up in our case, because in our case, most of our activity, nearly 85 to 90% of the purchases c...

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