Elevate Your Amazon Advertising Strategy

Joshua Kreitzer and Sarah LaVallee of Channel Bakers shared their wealth of Amazon advertising expertise in a webinar on Thursday, July 8th. If you're looking to elevate your Amazon advertising game, you should definitely tune in!

The Channel Bakers team shared case studies and advertising tactics from brands such as Samsung, HP, I and Love and You, and Wandering Bear. Watch the webinar and you'll learn:

Brand tactics for sellers to implement
How sellers can build a custom landing page as a replacement for Brand Stores
How to build granular advertising campaigns
Amazon search strategies
How to get a direct link to "add to cart" and win the Buy Box
DSP strategies for awareness, consideration, and conversion
And so much more!

You can’t afford to miss this one!

Webinar Recap

Are your Amazon ad campaigns struggling to produce? Does your strategy need a total refresh? If so, we've got some great ideas for you courtesy of two dynamic ad experts from Channel Bakers!

In this webinar, Joshua Kreitzer and Sarah LaVallee join eComEngine's Colleen Quattlebaum for a deep dive into Amazon DSP and all that it has to offer. These two really bring some infectious energy to the conversation, so be ready to walk away feeling inspired! Here's a quick recap of what to expect when you watch.

Top Amazon DSP Advertising Tactics

Kreitzer began by reminding everyone that while there are many levers that you can pull within the Amazon advertising landscape, it often pays to be more focused in your efforts. He's a big fan of building granular campaigns for that reason.

"I think it's absolutely critical from day one, I've been building campaigns super granular because we want to be able to make sure that we're, number one, very, very, very relevant to the audiences with the product that we're selecting," Kreitzer said. "But also we're very adamant about objective-based advertising. And what I mean by that is you should be approaching any ad platform, not just Amazon, with some objective in mind, meaning is it market share grab, is it increased lifetime value?"

With Amazon DSP, a big part of this granularity is being able to develop specific messaging around your awareness, consideration, and conversion marketing funnel.

Kreitzer and LaVallee go on to share several real-life examples from clients using things like audience modeling (awareness), in-market targeting (consideration), and last-minute stealth deals (conversion).

While some of these success stories involved larger brands, others were smaller startups that found a way to be competitive in their respective markets. LaVallee shared this excellent reminder for those of you who may be just starting out.

"Anyone who's listening today, if you are a startup brand, you can compete against the big boys. You just have to outsmart them and be very creative," she said.

Positioning Your Ad Creatives

The two industry experts noted that while significant thought should be given to your advertising strategy, your ad creatives also need some attention. But be careful not to lose your focus here — everything you do should have the same objective in mind.

"If you don't have a creative strategy that is going to match how targeted and granular your display tactics are, you're really missing a huge opportunity. This is about telling the brand story. This is about arresting and engaging content," LaVallee said.

Again, she emphasized that you don't need deep pockets to make content that converts.

"You don't need a ton of money to stand out. For smaller brands, it's about using what you got. Leaning into your brand personality and let it shine to stand out," LaVallee said.

Taking Advantage of Video

Amazon's growing video opportunities have been very exciting for sellers, and Kreitzer believes you should be taking advantage in every way that you can. But a quick word to the wise: your brand video isn't going to work as an ad creative. What's more, your message may need to be updated to reflect the times.

"It's got to be different than your brand video. That's not going to cut it. And, as a matter of fact, due to the events of last year, some of your old brand videos or even product-level videos may not be hyper-relevant any longer. There's a new reinvented message that you have to put out there because of the events of last year," he said.

Building Brand Stores and More

For many sellers, there's typically a lot of confusion about when to target a detail page, a brand store, or a custom landing page with your advertising. Kreitzer noted that while all three are important, they do serve different purposes.

Kreitzer and LaVallee are especially adamant about leveraging the curated experience of your brand store.

"I like brand stores as even a potential for you to consider, maybe at a product launch, not sending traffic to the detail page, sending it to the brand store because you need to educate the audience. And this is a much cleaner distraction widget-free place where your competitors aren't there. This is your turf," Kreitzer said.

Refine Your Ad Strategy Today

The Channel Bakers team has done some incredible work over the years, and their results speak for themselves. Watch this webinar to soak in all of their knowledge and learn more about Amazon search strategies, ways to win the Buy Box, and other key brand tactics for sellers to implement.

You may also read more about the ad experts below. If you want to improve your Amazon advertising strategy, watch the webinar today!

Meet the Experts:

josh-kreitzer Joshua Kreitzer is the founder and CEO of Channel Bakers. With over 15 years experience in the Consumer Electronics and Outdoor Sports Industries, working for such brands as GoPro and Corsair, as well as Internet Retailer, Buy.com, and CE Distributor, Ingram Micro, Josh has developed and executed Merchandising, Marketing, and Paid Media strategies within each position he’s held that drove incremental revenue while consistently providing outstanding Return on Investment. His channel experience enables him to develop clear-cut go-to-market and channel strategies with a step-by-step, turn-key game plan that will increase sales, brand awareness, and profitability while minimizing channel conflict.

sarah-lavallee Sarah LaVallee is the Vice President at Channel Bakers. Sarah has helped VC-backed startups in the CPG industry grow to billion-dollar brands over her 15-year career in the eCommerce and retail space. Sarah excels in driving profitable brand growth while scaling advertising across multiple eCommerce channels.

If you want to improve your Amazon advertising strategy, watch the webinar today.

Recommended Resources From This Webinar

Article: What is Amazon DSP Advertising?
Article: How to Set Up and Advertise an Amazon Storefront
Article: 8 Amazon Product Advertising Tips to Transition from Q4 to Q1

Joshua: There's always that little awkward pause as we let everybody join. So, how about I just share for fun for a minute. I love this slide in a way that my creative team put it together. I was like, "Team, what I need is our logo and their logo, and we're always winning together." And so, they did the fun hashtag bit of #winning when we overlap and work together and collaborate.

Joshua: But that's one of my favorite parts of the partnership that we've had is in the early, early days when I started the company here, it was FeedbackFive on the outset. And then, as we continued to work with more and more brands, as well as sellers, we were constantly promoting FeedbackFive on the outset, as well as the rest of the eComEngine product set.

Joshua: So, we've had a fun ... I started the company six years ago, but even when I was at the brand myself, I was using you guys. So, about seven years or so, I've been working with y'all and had nothing but great stories and great successes together. We've had a lot of fun. We didn't say ... Look, even with all the changes, we're still doing really awesome things together.

Colleen: Yes. Yes. I love that Venn diagram. That's perfect with the winning in the middle. All right. So, we have quite a few people that have joined. I'm sure we'll of a few more that start rolling in, but again, just wanted to welcome everybody today to our webinar. I'm excited to have the Channel Baker's team on board. So, I'll introduce you to each of them, but my name is Colleen Quattlebaum. I'm the marketing manager at eComEngine. You won't be seeing or hearing much from me today, because this is all about advertising. And so, Sarah and Josh are going to share their expertise with you to help you take your advertising on Amazon to the next level.

Colleen: So, a little bit about Josh and Sarah. As Josh mentioned briefly, he started Channel Bakers back in 2015 and they've driven over $3 billion in actual product sales for clients. Their agency has built and managed over $250 million in Amazon ad spend and that's attributed to over $2 billion in sales. So, obviously they have helped a lot of businesses make a lot of money. And Sarah is the vice president at Channel Bakers, and she's been in the industry for 15 years and she has excelled with many different brands, helping them drive profitable growth in all the retail and eCommerce space across multiple different eCommerce channels.

Colleen: And Channel Bakers, as you can see, there's several awards down there that they've won. One that I wanted to highlight is the Silver Stevie's Award winner. They were noted as advertising agency of the year, which is a huge accomplishment as well as several of the others that you can see down there.

Colleen: So, we think very, very highly of Channel Bakers and love referring our clients to them. And so, I will go ahead and just pass it onto Josh to take it from here.

Joshua: Yeah. Right on. Just a fun fact. I don't know if you guys noticed that ... Oh! It's not the exact same shirt, but every time we do a webinar, I always wear this jacket. Everybody calls me the purple jacket guy, but it's actually wine. But I always like to do that because they're like, "Wait a minute. That is the same guy."

Joshua: So, anyhow, let's keep trucking along. So, quick. I'll be as brief as I can about us. We're not here to talk about us. We're here to add value to you guys and show you display specifics.

Joshua: So, DSP is really what we wanted to focus in on today. So, just a quick fun fact. I used to work at GoPro way back in the day and I got to beta test what was then known as Amazon Marketing Services, AMS, and the first product back then, as many of you are probably aware, was sponsored products, but that was 2013 a year and a half before Amazon formally launched it to the world.

Joshua: So, I've been in the platform since beta while I was at GoPro. And then, I kept and maintained that relationship with a lot of the product team at first, not necessarily the Amazon media rep team, but more on the product side, helping them develop it and grow it. And then, one of the people in this room is actually now running all things sponsor display, which is really cool. But that is kind of our story is we've been in the platform since day one. We've been arm and arm with Amazon, helping them develop the product to make the product better. I mean, for those of you that have been within the landscape of Amazon search for a minute, you remember back in the day when we didn't have a date range slicer. We've been bugging them since I was in beta back in 2013, going like, "We just need to date range, slice. I need to be able to tell the client week over week, month over month, quarter over quarter."

Joshua: So, those are some of the things that we got to do alongside Amazon is be there to help them shape the roadmap, to make the platform better for us all. We are now global. So, fun fact, I've been able to build the company with no investors and still to this day, no debt, no investors even still, but we're now global. We've had this beautiful organic growth arm in arm with Amazon globally. So, no matter what market they're in with Amazon advertising, we're there too. And we've been expanding globally. We're fluent in 20 different languages and that was important as we expanded into different regions, Japan, or let's just say France. I've actually been able to sponsor in from other countries folks. And we pay for all their sponsorships and all of the above so that we can deliver for clients in those native languages, with their ad creative. And they're called action statements within their ads, all of the above.

Joshua: Sure. We do everything that everybody says they do. That's awesome. I think if I was to give you one key takeaway from the service offering slides. Within the landscape of Amazon advertising, we've been there, like I said, from the beginning, but that also means that we're able to get access to self-service tools or products like Amazon displayed back in the day when they called it AAP, Amazon Advertising Platform is what it was, but it's really display. And we actually, to the degree that we've grown with Amazon Display, they've literally relocated somebody from Seattle to be in our office full time, obviously pre the events of last year. Literally had a full-time Amazonian here in our office, working with us with displays specifically, which opened up OTT and a lot of other fun things we'll share with you today with regard to what you can do with display that are fun and very tactical.

Joshua: In the landscape of retail, for those of you that need help in the landscape of scaling your Amazon team for retail things, whether it's catalog management, whether it's vendor negotiations, all of the above, we do all of that. And then marketplace management. It got really cool to do a hybrid model there for a while. And we've helped some of the world's largest brands be able to navigate that, which was normally like, "Hey, you can never pull that off because of the MOA policy." We've been able to help brands do that. And then creative services is one of the funnest things that we do. And we're going to spend a lot of time talking about best in class ad creative, but also best in class destinations. Where are you sending that traffic? So, we'll geek out on that a little bit later and let me jump right in. I wanted to just instantly start sharing.

Colleen: Actually, Josh, if you don't mind-

Joshua: Yeah.

Colleen: ... just before you jump into now the details of everything you're going to share, I just want to open it up to the audience, just to let them know that you're welcome to ask questions throughout this presentation. Please use the Q&A at the bottom of the Zoom taskbar there. And we are recording this. So, I know that Josh has a lot of energy and speaks fast. So, if you miss anything, don't worry because we will be sending you the recording, but any questions you have, put them in the Q&A and Sarah, Josh, or I will make sure that those get answered.

Joshua: I love to story tell and I got to pack in all the stories. I'll dial it back.

Colleen: Yeah. You've got a lot to tell. It's exciting, good stuff.

Joshua: I'll definitely slow it down a bit. All right. So, I'm definitely going to be talking about Amazon display advertising, but I like to look at, for all of you that, whether you're a seller or a brand, Amazon actually has more ad products that really bridge the gap between what was traditional, let's say programmatic or performance marketing or demand generation or awareness, whether that was billboards on the side of the freeway or TV ads or whatever that might have been. Amazon's actually been able to bridge the gap between that and the sale of a product. And I think many of you probably already know that.

Joshua: We built this slide, though, for one of our bigger clients who had ... You guys, they had 55 subsidiaries. They were one brand and they had 27 product categories and over 450 products. And they were all fighting over who was going to own what keywords and which tactics and who was going to manage display.

Joshua: And we kind of really helped break it down for them. This particular client of ours has a demand generation team that was based in New York and another product team that was down in Dallas and another team that was up in Seattle and another team that their headquarters was overseas. And they were all struggling and fighting with each other about who's going to pay for what?

Joshua: So, we said, "Okay, demand gen team. These are the levers you can pull within the Amazon landscape. And hey, for those of you that have Amazon-specific dollars, that's really needed for the bottom-of-funnel conversion, like sticking a flag in the ground and protecting your turf. And then, for those of you on the product teams, as well as the demand-generation teams, there's a lot of fun things we can do from a consideration standpoint, like conquesting competitors, et cetera."

Joshua: That's a lot of consideration or cross-selling and all of the above. So, we're going to go into some of those tactics here in just a second. I do get asked that hard-hitting question, like, "What makes you guys different, Josh?" And I'm going to answer that for you, not because I want to tout our value. That's actually because I want to give you some new ways to build campaigns. And I think it'll be fun.

Joshua: My team literally created a drinking game based on every time Josh in a webinar uses the word granular, they take a shot. But looking at that, I think it's absolutely critical from day one, I've been building campaigns super granular because we want to be able to make sure that we're number one, very, very, very relevant to the audiences with the product that we're selecting. But also we're very adamant about objective-based advertising.

Joshua: And what I mean by that is you should be approaching any ad platform, not just Amazon with some objective outcome in mind, meaning is it market share grab, is it increased lifetime value? Is it, obviously there's branded on search and protecting your keywords, but audience modeling is ... A narrative I like to use is, "Hi, I'm Gatorade." I want to target people in the market for running shoes during marathon season in New York, about a week or three days before the New York Marathon. That type of audience modeling tactic is definitely in between awareness and consideration. But within that DSP landscape, you can actually geotarget like that.

Joshua: And there are some key differences between, let's say, sponsored display and Amazon DSP. And we'll kind of go through some of that. Some of that'll become pretty apparent. We are massive fans of sponsored display. And actually back in the day, we used only sponsored display pre-DSP because it was the only ad product within sponsored ads console that didn't have relevancy guardrails.

Joshua: So, we love sponsored display, and we love the concept of audience modeling, but these are all the varying different things that we can do. The last thing I'm going to say with regard to this slide is it will help also provide better insights when you build granularly, which helps you make those insights more actionable.

Joshua: Let me give you an example. We had a hard drive client who wanted us to build 983 campaigns because they wanted to target their one terabyte network-attached storage drive to the other brand's one terabyte. And he wanted us to do that for every single one of their competitor brands for every product family they had. And we used sponsored display. We used search. We did all of the above. And here's what we were able to come back with. When going after competitor A, you get really good click-through of showing intent, but you're not able really convert them.

Joshua: But competitor B not only getting great click-through rates but your return on spend and conversion rate is amazing. That's the one that if you're going to spend money going out there to do a market share grab, and you want to do it effectively from a return on spend standpoint or an A cost standpoint, this is the brand you should go after. And, by the way, that brand, the product that you're taking share with is the forward terabyte for network-attached storage and the two terabytes for your value models.

Joshua: Being able to deliver that level of insight really only comes from being able to build campaigns very granularly. And this is something I want to leave with you guys. You can do this with search. You can do this with display, but we're here a little bit to talk about display.

Joshua: And for those of you who are here and you're sellers, and you see all of these brand names that are big household brand names, or if you're a brand that's a direct to consumer or VC-backed startup or all of the above, these tactics that we're going to share today are for all of you.

Joshua: It's not just the big guys that we work with. So, looking at this audience modeling. Again, this is a fun example of where in the landscape of Amazon Display, they have lifestyle audiences that we can target like NFL fanatics. And this particular client really wanted to focus on NFL fanatics four to two weeks before Super Bowl so they could get a new TV for Super Bowl. And then, where we served those ads was ... And we were able in the landscape of DSP select specific sites like fantasy football, for example, in serving ads for new TVs on fantasy football site to shoppers that have been in market for all things NFL swag. And it's not just search. It's not just like, "Okay, we're only going after people that have been in market for jerseys." Amazon has multiple touchpoints to define their audiences like NFL fanatics.

Joshua: In market targeting is one of the most obvious, but let me give you the story behind this slide. In this slide, dog food as a keyword was upwards of, well, Sarah was actually at this brand. Sarah was our client, and this was the brand she worked at. Sarah, I think you mentioned ... What was the highest CPC you saw for dog food?

Sarah: At one point it was up to $60. It was crazy. Yeah. Yeah. You have to think that in this category who's spending. It's the Nestles, Purinas, P&Gs, Blue Buffaloes of the world with endless pockets. So, "I and love and you" was a VC-backed startup. We had to find another way to speak to relevant audiences because we didn't have the same wallet as those guys and being a brand of this size and anyone who's listening today, if you are a startup brand, you can compete against the big guys. You just have to outsmart them and be very creative. And that's exactly what we did when we worked together with Channel Bakers and "I and love and you", and this example that Josh is talking about, here, this was for a product launch that was new that needed to be explained.

Sarah: You see on the right there, we drove to a custom landing page which had no distraction widgets. It lived on Amazon. So, this wasn't sending them off Amazon somewhere. This lived on Amazon. And we leveraged this page to launch a new product, educate on how it was different and why it was special, and then offer custom promotions that didn't erode ASP throughout the entire marketplace. So, and the only way to get to these pages was leveraging the DSP. And we really used that ad tool as a way to speak to folks who were in market for dog food without having to compete on search.

Joshua: Or $60 a click, right?

Sarah: $60 a click. Right. Yeah. So, this is a real fun one and it was very effective.

Joshua: Yeah. Even if you want to go even a step further in regard to being able to leverage display for driving market share, you could do what's called competitor ace in your market. We're going to cover that in a minute, but we could literally go, "Okay, everybody that's winning organically and paid, we can target all the shoppers that viewed or purchased, but viewed all of those top organic and paid placements on search and piggyback off of their dollar and their organic traffic and remarket all those people and serve them ads to an amazing custom landing page destination, where they get proper educated and they can buy there too without distraction widgets."

Joshua: But we're kind of going down into the when do I do detail page, when do I do brands, or when do I do custom landing pages? We're going to get to that in just a minute, but this was a fun one because Sarah and the team here did that together.

Joshua: So, looking at overlap targeting. So, this is an example where we were aiming to increase lifetime value. We knew that we were able to get a shopper. That was, again, this example shows Samsung viewers, but it could also be purchasers. Samsung's product portfolio was so large that what we were aiming to do was anybody that had an infinity for Samsung, whether it was a purchaser or a viewer that also was in market for unlocked phones. That's an overlap audience, that likelihood of that audience being able to purchase or wanting to purchase was greater than just doing super broad targeting for in-market or brand level remarketing. We really wanted to hone in and be laser-focused. And it's a very powerful, granular tactic to be able to go, "Okay. They already like us. And they're in market for what we also make. And they've already maybe bought a TV from us. Let's go sell them a cell phone." This is increasing lifetime value with the brand, with the shopper audience. So, that's a fun one.

Joshua: This one is, again, you might have seen it earlier, cross-sell, cross-merchandising for me is a big, big deal. There's in-market viewers for knives. This is a knife sharpening brand, but then there's also, again, going back to that example I talked about where there's actual products that are winning organic and/or paid for knives. This is, again, another overlap audience where they were already looking at products that are further down the funnel, not just in market. And Amazon has, again, multiple touchpoint signals that can validate that they're in-market. We don't know all those signals, but we can also do product targeting plus in-market targeting to be able to create an even more refined audience and then serve them really amazing, creative, and drive them to a page where they get proper educated without distraction widgets on the detail page.

Joshua: This is one. This is, again, when we talk about market share growth and trying to grow market share and oftentimes, especially in the beginning, it was one of the pitches that we were very adamant about was, "Hey, did you know that we can go after your competitor and they won't even know." It's searched.

Joshua: It's very obvious. In the landscape of search, when you conquest the competitor's brand, they see that. It's very public. But in the landscape of DSP, you can do that and they wouldn't even be aware because we're serving ads maybe on Amazon and off Amazon, and then bringing them back to you. That's another really fun, discreet, we call it last-minute stealth deals and I'll show you how we put that together. We called it last-minute steal deals.

Joshua: And what we did here was anybody in market for our clients competing product that was looking at the competing product during Turkey Five. So that's Black Friday and Cyber Week, and that did not buy. We said, "Okay, great." Last minute means December 8th to the 22nd, 22nd because there's two days left to get it before Christmas Eve. During that period of time, we're going to go remarket all those people that look but didn't buy our competitor's products. We're going to bring them back to us with a deal for our top three products. The two were the topmost purchased and converting cameras, but the lens was also their most popular lens. So, we were able to put this together, do a last-minute stealth deal and be really discreet. Sarah, I think you had something you wanted to share.

Sarah: Yeah. I wanted to build off of that. So, for anyone who's not familiar with how custom landing pages on Amazon work, these last-minute stealth deals do not affect ASP or Buy Box pricing.

Sarah: And so, for any of the sellers that are listening either brand side or just seller side, if you have inventory you want to offload, you want to offer last-minute deals, but you don't want to erode the marketplace with pricing. This is how you do it. For any of you brands, we'll take a beauty example. So, for any of you beauty brands that may sell in Sephora, they are not kind to you if you also want to sell on Amazon. There are ways you can get around that through hybrid accounts. And there are ways that you can promote and support the brand without them ever finding out. This is a great way to do that. This is a great tool to avoid channel conflict, offer a great value to the consumer, tell your story in a way that will not impact the rest of the market.

Joshua: Awesome. And then there is the most, very bottom funnel, easy, simple to execute tactic of, okay, anybody who looked at my product that didn't buy, let's remarket them. And what I've seen out there in the landscape of helping sellers, this was really the only thing that a lot of them, these other webinars I've seen, we're talking about. It was just ASIN remarketing, that's super-duper basic. The other part to this story, and I know Sarah is going to chime in here in a second, but if you're only doing ASIN remarketing and you're not driving any other traffic to that detail page, you're going to have diminishing returns. You can only remarket the same audience so many times and that's a setting that obviously can be set how often you reached out to the same shopper, but don't you want to fill the funnel and make that targeting pool larger?

Joshua: Sarah, I can see you chomping at the bit. I know you want to add here. We did this with you at one of your other brands that you worked at before you came to work with us. Do you want to share a little bit about that?

Sarah: Yeah, sure. So, I was at an awesome brand called Wandering Bear and they make the most amazing cold brew coffee on Earth. And the challenge with our category is that it was a small subset of this bigger coffee category. Of course, the first thing we turned on was ASIN remarketing because obviously.

Sarah: But, after a while, we continued to fill the funnel, but we realized that we're running out of people to talk to. So, we need to start going bigger funnel broader, more targeted. And what we'll get, we'll get into that in a minute when we start talking about creative strategy as well, but really here, ad fatigue to the consumer. If you're not filling that funnel and you're only doing this, you will definitely lose out.

Joshua: Awesome. So, this is for those of you that are brand, and you're asking the question, "What does a best-in-class product launch look like?" Depending on your size, obviously there's the element to, hey, do I have a budget to even do an OTT or going down Twitch or what have you? This was just a really good example of where this particular brand married two of the brands under their large brand umbrella as a conglomerate. And they really wanted to focus in on providing a solution specific. It was a product launch plus they were including a free game plus they were launching a new mic.

Joshua: And so, looking at that, they wanted ... They had a webcam, they had all the things, but the intent here was let's deliver a solution and then let's provide the custom landing page experience where that bundle's already married. And we're telling the story of why these things are all put together and the discount associated. And again, the goal is to buy from that page rather than the ... For those of you that have done bundles on Amazon you know that it's getting better, but it's been somewhat of a challenge, especially for those of you in the vendor-central landscape, for those of you that are there.

Joshua: Long and short of it, though, this is kind of what we recommend. It's not just pulling one lever and expecting that your product launch is going to go amazing. I think that's the key takeaway from this slide is, again, going back, even to the funnel slide I showed earlier, the idea here is that there's more levers that you can pull in the Amazon ad landscape to be able to have a successful product launch.

Joshua: This is just one fun example where we use a hundred percent display in this model. They were obviously doing things on search as well, but Twitch, DSP, and OTT were all done as an awareness and conversion tactic and strategy.

Joshua: So, moving right along, let me do that. Here's a fun example of where this particular brand has their own brand of ink for their printers. And one of the challenges that they were facing is the remanufactured ink cartridges were really dominating search. And they really wanted to tell their story. "When you buy our ink, you get better performance and you get longer life out of your printer, all of the above."

Joshua: So, we worked with them on the creative. We worked with them on creating a video that told that story. And we didn't just put this message out on search. And it was getting really, really expensive, even on search because of all those other remanufactured brands that were there. It was just super competitive. We did leverage DSP for video ads, as well as OTT again with video ads to really try to help tell the story. And again, drove to a custom landing page that also helped reinforce that story. And for them, this was their big push. They needed to get their ink cartridges sold. And, again, I can't tell you all the outcomes, because that would be ... Right. Not going to do that. But I would tell you that all of the things that we put in front of you are best-performing tactics. And some of the strategies we ... There's a lot of others that are really awareness driven. And we don't normally show a lot of that primarily because we get the question usually in the question part of a webinar.

Joshua: Okay, well what about return on spend? We're very adamant that return on spend isn't the only conversation, but what I shared with you just now looking at some of those tactics and strategies are really squarely focused on driving a sale.

Joshua: Creative. I'm going to let Sarah take over from here. I'm going to chime in probably on some custom landing pages, when to use a brand store, when to use a detail page, when to use a custom landing page. But, for now, I'm going to let Sarah really talk about ... And this is one of the key differences between sponsored display is custom creative. So, Sarah, take it away.

Sarah: All right. So, Josh just gave us a really high-level overview of what some advanced DSP tactics are. These are all things that are very attainable to this audience, to everyone that's listening. And that's great. And that's important. However, if you don't have a creative strategy that is going to match how targeted and granular your display tactics are, you're really missing a huge opportunity. This is about telling the brand story. This is about arresting and engaging content. And this is about aligning what maybe seller brands that are listening are doing on Amazon with everything else out there. Your social, your in-store, everything, to have everything be very cohesive and telling the same message to the consumer. Very, very passionate about creative strategies and how important it is. If you're talking, this is a great example on the screen here from "I and love and you".

Sarah: And this was an emerging brand playing in a very expensive and competitive category that had to find other ways to compete. Luckily, they have phenomenal products. They have a tremendous brand personality and they knew their consumer and their end consumer.

Sarah: And so, here's a great example of creative strategy. We know that cat owners get very, very cranky when they see anything that has a dog on it. So, anytime we were trying to tell the "I and love and you" brand story, we had to build at a granular level one message for cat owners, one message for dog owners, and ne'er should the two meet. So, and we knew that that was so important because as soon as a cat owner sees a photo of a dog, they are immediately turned off and we've lost them. So, that is just one example in CPG, in pet, where you can kind of get the idea of how important it is for your creative strategy to align with your targeting.

Joshua: And yeah, one of the things that I loved about "I and love and you" as a brand, in general, was how they leverage pop culture references in all of their packaging. And our team took and ran with it in the ad creative side.

Joshua: Just for fun for half a second. Tell us a little bit about leveraging all those pop culture references. Did anybody ever get in trouble? Did that work like, "Moo! Cow, get out of the way"? I remember that was one of them. Just for fun, tell us a story about how that evolved, because this is actually a branding element here more than a DSP creative, but I think it's fun to share a little bit about "I and love and you"'s leveraging of pop culture references.

Sarah: Look, and again, it's using what you got. I mean the "I and love and you" marketing and creative team are best in class. There's no one that touches them. And they're located out of Boulder, Colorado, tremendous personality. How do you stand out in a crowded category where everyone has money for days. What do you do? You lean into the brand personality to stand out. And Josh, a lot of times, it was our punny creative that got people to click on the ad and go, "Oh, look. Who are these guys? What is this? Oh!" And then you're learning about the product attributes. "Wait. This is good for my pet. This isn't just some kitschy thing here." It's using what you have. And I know someone put something in the Q&A of like, "How do we level this playing field? How do we compete against the big guys?"

Sarah: I get it. I was the gal in the seat trying to figure that out. And working very closely with marketing, pulling forward that brand personality. I tell you, it worked. So, use what you got. For any of the brands listening, use that, use your marketing to grab people's attention. You will keep their attention by how good your PDP content is and driving them to trial and conversion, which is another webinar entirely. But this is the first touchpoint into the brand is to lean on your brand personality.

Joshua: And it's not clickbait-y in any way, shape, or form, right?

Sarah: No.

Joshua: It's really creative, right?

Sarah: Yeah.

Joshua: So, real quick. Oh, dagnabbit. The audio played. Of course it did.

Sarah: Of course it did. Listen, so we know video is the thing. Everyone's talking about video and for some of the seller brands and sellers that are watching today as well, I mean, I'm sure the big challenge is how do we get video assets? Josh was mentioning here at Channel Bakers, we have an entire video studio, editing suite, everything. We do video for the eCommerce channel all day. And it's really important. Again, as people are learning about your products and your brands, that first touchpoint of interacting with you, video is the way to go. And video is going to be crucial on your PDPs, in your display ads, everywhere. As they say, video is the future, but the future's happening right now.

Joshua: Right. As of this moment, too, if you were to ask like, "What's the key difference between sponsor display and DSP," video right now is big part of that. Sponsor display at this current time, although I'm pretty sure it'll eventually happen where sponsor display will have video capabilities. Right now, sponsored brands video's the only video placement within the sponsored ads console, video is powerful. In the sponsored brands video landscape, we're getting better performance on every single metric you can imagine. In DSP that we can leverage it. In multiple different ways, we can leverage video ads.

Joshua: And that's going to be another tip in the hat or arrow in the quiver that's really going to help you stand out as, if you've got video, leverage it. In no way, shape, or form should you be leveraging a brand video for your ad creative. We need to really be thinking about, and this is why I had to build a whole studio, invested a ton of money in building an entire studio in a separate building that we converted into a massive studio to build content for video for eCommerce because it's different.

Joshua: It's got to be different than your brand video. That's not going to cut it. And as a matter of fact, due to the events of last year, some of your old brand videos or even product level videos may not be hyper-relevant any longer. There's a new reinvented message that you have to put out there because of the events of last year.

Joshua: So, that's why I heavily doubled down, tripled down on video production over the past three years. But last year, I really doubled down in building out an entirely new studio because video is going to be one of those things that helps you stand out a hundred percent, even if you're a seller and you want to leverage video ads to drive to your listings, you could still do that. So, video's still critically important, whether you're a brand or a seller. Sarah, did you have anything you wanted to add?

Sarah: I just wanted to close with the video that we showed you here, the example. This was for a new brand and a new product on Amazon. And we created this for them at launch. This is a product that required tremendous education. And so, we were able to pull this together. This was pretty much a startup brand that we supported. So, great example with the SleepHalo folks.

Joshua: Yeah. Right on. Well, let's keep going. Let's talk about best-in-class destination. So, now we're going to have that conversation about detail page versus brand store versus custom landing page. If you're a seller you're going, "But normally we don't get access to brand stores." So, we're going to talk about that, too. And we'll have some fun there.

Joshua: Brand stores. Sarah, do you want to take this and then I can just add some flare?

Sarah: Absolutely.

Joshua: What do you think of brand stores?

Sarah: And I apologize, my interns are barking, but they're being silenced now. So, brand stores, this is a really great way to drive brand affinity. For any of you seller brands out there, this is where you tell your brand story. This is a marketing tool. This is a sales tool. This is a loyalty tool. All of the things. It aligns this beautiful creative with what you have out there in the marketplace as well. And it's a really great place to tell both your brand story and your product story as well. Very visual, very arresting, shoppable. It's such a great tool that everyone should be leveraging this. And, in a lot of ways, it is a micro version of your own website. So, it shouldn't be too intimidating, but there are some nuances to it that make it a really effective tool on Amazon.

Joshua: Yeah. Again, going back to that question like, "Josh, what could you guys do that others can't?" There's some really fun things that we're doing with video and motion graphics within the landscape of brand stores, as well as custom landing pages, which we'll get to in a minute.

Joshua: I do want to call out that and I hope to get a laugh out of some of you, but I look at the Amazon detail page. It's this massively distracting, I've got people conquesting my page. I don't want to quite say that it's the bathroom wall of Amazon site, but I don't like sending traffic there unless I have to.

Joshua: And I know that the question that's going to come up, so I'm going to answer it now before you put it into the questions and answers, but, "Josh, doesn't detail page views have a lot to do with my Amazon organic ranking?"

Joshua: I do think, yes, of course. That is a no-brainer, but transactions for your product in terms of orders is significantly more important. And Amazon absolutely takes into consideration, the A9 algorithm will take into consideration your conversion rate. So, if you're closing a sale over in a brand store, as an example, and they never went to your detail page.

Joshua: Let's just say, let's use simple math. Let's make it easy. You had a hundred detail page views and you sold 10 units from that detail page view. That's a 10% conversion rate. Because you sold 10 units over here and 10 units over here, but your detail page views never went up, you now have 20% conversion rate. Pretty sure, and I can't say because I don't work at A9, but pretty sure you're going to see some improvement in your organic ranking because your conversion rate went up, even though your detail pages stayed static.

Joshua: So, I love answering that question because I do get hit with that a lot. We are very adamant about brand stores. It's a curated experience. It's definitely a place where you get to tell your brand story your way, and we're going to transition in a minute to custom landing pages. But I like brand stores as even a potential for you to consider, maybe at a product launch, not sending traffic to the detail page, sending it to the brand store because you need to educate the audience. And this is a much cleaner distraction widget-free place where your competitors aren't there. This is your turf.

Joshua: And the last thing I want to mention with regard to brand stores, if you're a seller right now and you're going, "Yeah, but I'm a seller." Well, obviously there's some loopholes for you to be able to get access to brand stores for you as a seller.

Joshua: But where I really think I want to help you understand what could be is if you, as a seller, are engaging with brands that you have the exclusive distribution rights, let's say for the US and Amazon, then they should be able to grant you access to be able to work within their brand store via a brand registry.

Joshua: So, looking at, hey, I'm a seller and I can't normally get access to brand stores. What do I do? Well, this is a new value add that you could bring to some brands that maybe you're engaging with that would allow you to be able to go to them and go, "Okay, I want to help you build your brand store. We have a lot of recommendations. And sellers, you guys are extremely smart and savvy. I'm sure you've got a lot of optimization tricks that you would love to be able to share with the brand." That's where you can start to engage brand stores, even though you may yourself not have one. Just wanted to throw that out there. There's still value that you guys get to add to the brands that you work with.

Joshua: All right. So, custom landing pages. We work with Amazon very closely. I mentioned we literally had somebody that was full-time here in my office, custom landing pages. It's been something I've been standing on my soapbox for years about. With the advent of brand stores, we started to get questions like, "Well, why didn't I just send it to the brand store?" Well, in the landscape of brand stores that lives inside sponsored ads. And if you've got some really strong promotions that you want to call out, you can't really do that. You can't say, "Get 30% off," or, "Get 10% off," or whatever that may be.

Joshua: So, in the custom landing page landscape, there's promotions that you may have as a brand, or even as a seller. And I'll show you some of that in just a second, where in the custom landing page landscape, you can do that. And then, the other piece is if you are a brand and you have a media team and you've ever tried to go to them and say, "Okay. Well I need some of those dollars for Amazon," and they go, "Yeah, but we have this beautiful curated experience on our own dot-com. And we've done a bunch of site testing and heat map testing. And this is the best experience we want to provide. And we can't do that on Amazon."

Joshua: Well, now you can. So, now you can go to the media teams within your brands and be able to say like, "Okay. We can duplicate what you've done here and all the best practices that you had on your own dot-com on Amazon." They'll just be a little strip across the top that makes it look like Amazon. But other than that, we can, for the most part ... I mean, there's some superlatives you might say on your website like, "We are the best brand in the whole wide world." We still can't do that on custom landing pages. But, for the most part, we can duplicate your site and all the best practices, especially the conversion best practices that you've leveraged on your own dot-com and build it into a custom landing page.

Joshua: Bundles. Oh, my gosh. We could talk all day about this, guys. Especially in the seller landscape, you guys are really good at piecing together really solid and effective bundles. But, as I mentioned earlier, historically, Amazon hasn't been great at bundling in general. It used to be super Frankensteined-together detail page of two different products and there was no consistent messaging. And the bullet points might have been that bullet point from that brand and that product, another bullet. It was just, it was a mess.

Joshua: What we have been able to do through the use of custom landing pages in our partnership with Amazon is be able to build some really impactful bundle promotions, as well as just bundles in general and telling the story of why these two products work better together.

Joshua: And I've got a really fun one I'm going to share with you in just a minute, but here's another example where this particular client had a promo that was a national promo at all their brick-and-mortar retailers that they historically had not ever given Amazon because Amazon couldn't execute the bundle discount. And we were able to include Amazon in the bundled promotion, the national promotion that they do at every other brick and mortar. And that was something that was new for them and was new for Amazon. And it worked out really well for everybody involved.

Joshua: Holiday promotions. Again, if you notice, I'm talking about promotions quite a bit here. Custom landing pages are great for that. Vans was an actual seller. They were not a brand. They were a seller. And they had a bunch of exclusive deals that they had negotiated with LG and Samsung. And they wanted to promote those deals within their own custom landing page because they didn't get access to brand stores. They didn't have a brand store. So, they're like, "How do I do brand stores with custom landing pages?" That's an avenue. And they go, "Well, cool. We have these bundles that we hard bundled at our fulfillment center. And we really want to promote those," which also gave them exclusivity from the Buy Box standpoint, because it was their own custom ASIN. So, there's that.

Joshua: And then there's also a fun fact. I'm not going to guarantee it, but there is a way in working and engaging with Amazon that Buy Box ownership can also be, I'm not going to say, "Guaranteed," but when you click on add to cart, you would be the seller there.

Joshua: I can't say guarantee. I'm just going to leave it at that. But this is one of those avenues where I know for sellers Buy Box ownership is a really big, important talk track. There's a way, and I'm not going to get too deep on it right this second to leverage custom mailing pages to help with that.

Joshua: And then, limited time offers. This is something I used to myself work at a very disruptive internet retailer way back in the day. And we always used limited time offers and that little countdown clock and tickers to make people go, "Oh, God. Got to buy this in the next 20 minutes or I'm ..." A lot of these are tactics that some of you that are from the eCommerce landscape, these are things you do on your own dot-coms and via ClickFunnels and all the other fun things. Custom landing pages, by the way, also outside of Amazon are the way. So limited time offers is now available.

Joshua: We could actually help you with that on Amazon, in our partnership with Amazon with regard to custom landing pages. But this is also a very fun, very conversion-focused destination. And again, when we're going back to those DSP tactics, wouldn't it be great if you could actually bring them to a destination where there was a deal. So, you get the conversion and your ad spend efficiency is massively increased.

Joshua: And then here's just a fun one. Again, this was where we leveraged sponsored display for the client and they wanted to cross-sell their hard drives with all of the network-attached storage hard drive housings. So, there was Synology and QNAP and Drobo and all of the others. And because we built our campaigns granularly and cross merchandised with each of those brands, their network-attached storage drives in separate campaigns. We were able to come back to them to go, "Okay, across all of the cross-sell campaigns with all the network-attached storage housings, Synology was the best. We were able to work with Synology and Seagate, the hard drive manufacturer, to put together these bundles and collaborate with. Both of those brands were vendor central.

Joshua: So, we were able to actually build back with data to the vendor management teams, to be able to get them to create the bundles because in the vendor central landscape at this time, you had to use a vendor manager to get it done. And because we had the data to validate it because we built granularly and we put together a custom landing page, when we drove to the detail page, which again were those Frankensteined together like their image, maybe it's mine and their bullet point. We still got a nine to one because we did very granular, hyper laser-focused targeting. But when we shifted that traffic over to the custom landing page, we more than doubled return on spend primarily because we're able to tell the story and talk about the discount.

Joshua: So, that's that. Sarah, do you want to talk about this example in building holiday pages? I know this is one of your favorites that we've seen out there.

Sarah: Yeah. So, this is kind of relevant to all of us right now. As we're getting through Q3, holiday's right around the corner, we're starting to plan what we're doing. For seller brands or sellers that sell multiple products in CE, CPG fashion, whatever it is, this is such an awesome tool because you can create your own curated holiday custom landing page where you can offer exclusive discounts, bundles. Any of the parents here know how hard it can be to shop and browse on Amazon for gifts for children and for family members. This is such a great way that once you're in market, you get served these display ads driving to a custom landing page. Goodness. It makes that shopping experience so much easier. Everything's right here on one page. These are all the things I need to get. It's very easy. It's a great tool, this curated experience for consumers. And then also for you sellers who want to put out your own curated gift guides.

Joshua: Cool. So, if detail page. All right. Yes. This is a no-brainer for those of you that have access to enhanced brand content, A+ pages in the vendor central landscape, A+ premium is really important for mobile, by the way. This is a no-brainer. And I get asked like, "Okay, if I'm doing all these other things, brand store, custom landing pages," and then I'm going to share with you guys an image gallery, best practice of which everybody on this webinar probably already knows, but there may be some of you that don't. So, we'll definitely share that in a second.

Joshua: They ask me like, "Why would I even bother with enhanced brand content or A+ content?" Here's my answer. Have you ever gone to Google and typed in a top-of-funnel non-branded keyword and noticed that Amazon is always on page one somehow, some way? Wouldn't it be great if Amazon was winning on Google top-of-funnel non-branded and they were directing that traffic to your detail page?

Joshua: Yeah. That's why you want to do enhanced brand content where you can layer in as much content and detail. And obviously the most obvious is conversion reasons. But when you think about it, you want to organically rank on Amazon, for sure. And you need to check all the boxes with regard to what the algorithm is searching for on Amazon, yes. But did you know that in the landscape of other traditional search engines, Amazon dominates over there. Wouldn't you like them to dominate with you? That's why we still promote the concept of detail page optimization, A+ content, enhanced brand content, et cetera.

Joshua: I'm going to tell this story real quick. Comscore came out, 2016 was the last number I saw and they said, "51% of US online shoppers," and this is 2016 stat, "51% use the Amazon app to do their shopping."

Joshua: The latest stat, as of January 2020 was 79% of US adults have a smartphone. Of that 79%, 77% have said that they purchased a product within the last six months. So, those are the last six months, which was 2019.

Joshua: And then you tie that back to the 51% of US online shoppers are using the Amazon app. I think it's crystally clear where I'm going next. You got to optimize your detail pages for mobile. And with an update that Amazon did about a year and a half ago, no longer when you click on the image gallery was this weird zoom box thing. You move your thumb around. It was really lame. Now, when you click on the image gallery, it went from 40% about a year ago, it turned into, okay, 40% of the page on your mobile device was the image gallery.

Joshua: And, as of late, it's a total screen overtake. So now, when you click on the image gallery, it overtakes the entire mobile screen, which is great because now you can swipe left and right. There's other platforms out there that have trained people how to swipe left and right. And with that, telling the story left and right is kind of how you want to go about it. But this is an example where AirPods Pro was the number one most frequently searched product through bulk of Turkey Five.

Joshua: And this is how Apple, being one of the first trillion dollar companies in the world, showed up on Amazon. And you might go, "Well, they're following all the rules. It's a white background and it's 85% product and 15% white background."

Joshua: Now, do they check the box because they got a lifestyle photo? No. I see the guts of an AirPod there. I have no idea why I'm looking at the guts of an AirPod there. There's zero context, zero education. Sorry to pick on Apple right now but I'm just saying, maybe they're just counting on the fact that they're Apple. Okay, fine. Winning. But this is what we did for Samsung and layering in an entire storyboard.

Joshua: So, what we call it is a sentiment analysis. We'll go out and read all the reviews. We'll go over to the forum communities and we'll start to shape together what are the pain points shoppers have about the competitor product, definitely yours as well, but let's go then shape messaging around those pain points of the competitors. So, we answered those pain points, not scrolling all the way down to the bottom of the detail page, through all the distraction widgets, but right there, front and center in your image gallery and let's storyboard.

Joshua: So, for one of the pain points about AirPods and I'm wearing a pair and absolutely this is a true statement. The battery life for AirPods Pro sucks. And that was what we read in the content and the reviews and in forums and everywhere else.

Joshua: And Samsung wanted to respond with, "Well, did you guys know that we actually get 22 hours and have serious sound." So, we layered in, on brand with, according to their style guide, a story about battery life. And then we talked about connection because that's also a massive pain point with AirPods is the second you pull it out of your ear, it hangs up on your Zoom in the middle of the webinar. That's happened to me once or twice. Connection, that was another pain point.

Joshua: And yeah, we did eventually, yeah, we have our lifestyle photo, but we did eventually get to the guts image, but it wasn't the second image. It was one of the last images and it was centered around what is in the guts? Why do I care about looking at the guts? What's the story? What's the narrative? Tell me something about this picture. And we really honed in on this is where the tweeter is. This is where the woofer is as well.

Joshua: So, looking at that, I think we've literally got seven minutes left. Normally, we go over and I'm amazed that we made it this far without me going over. So, questions. Let's have fun with that.

Colleen: Yeah. So, again, feel free to put your questions in the Q&A bar down at the bottom or on the side, depending on how it appears on your screen. We did get a question about DSP price. Is it still 30,000 a month?

Joshua: No. So, in working with us here at Channel Bakers, if you wanted to, we don't have minimums, but again, if you've cut a $150 budget, that's probably not going to do much. There's probably a threshold that really we'll look at with you centered around your conversion rate. So, if your product has decent conversion rate, you've got some solid creative, your budget doesn't need to be as large, but no, it is not a $30,000 minimum when engaging us, Channel Bakers.

Colleen: Okay. And with Q4 being right around the corner, Josh or Sarah, if somebody wants to get started with an agency like yours to start working on some of this branding, what kind of time frame or runway do they need to make sure that they have everything that they need ready to go for the Q4 holiday season?

Joshua: I'll touch on creative. Sarah, do you want to just touch on general onboarding, let's just say, of a new client and that turnaround?

Sarah: Generally, it's never too early to reach out with us and set up a discovery call. Depending on the uniqueness of your category, the stage of your business, et cetera, we can help in that discovery call, understand what the timelines would be for a Q4 execution. Some will be longer leave times. Others not so much.

Joshua: All right. The way I've historically answered that yesterday, but you know-

Sarah: Hey! Yesterday. How'd I do?

Joshua: No, but I would say, dependent upon how decisive you are. If we get together, we have a discovery call and we start to go through some of the challenges that you're having and how we might be able to help. And you come to a decision within a week for that Seekit example, where I had to build 983 campaigns. We did that in ... Okay, Sarah. I'm not going to catch the world on fire right now, but back in the day, we did it in 72 hours and it was crazy and it was chaotic.

Joshua: Sarah's looking at me throwing daggers right now, but let's just say an average onboarding is a solid week and we'll start getting campaigns running either at the beginning of that following week, or maybe at the very tail end, depending on how much you have ready for us to be able to leverage.

Joshua: That's the other key takeaway here is if you've got all the things we can make it happen really fast. If there's assets that need to be built, then there's some timeframe there that we're going to need your help in shortening.

Joshua: The other piece. Now, let's just talk about creative. Creative is really one of those where we, let's just say that we had a discovery call. You guys said, "Yeah. You guys are our guys. That's awesome. Let's start working together." From that moment on, we're going to have this brand discovery conversation. We're going to want to review all of your assets with you. We're going to try to identify whether or not you have a centralized place, like a web dam for all of your assets. All of that is going to come into play.

Joshua: But from the time that we get everything that we need to a final output, that's going to vary by different type of creative product you want us to create for you. If it's ad creative, that's fairly quick. Again, Sarah, don't shoot me for SLAs here, but let's just say from the time that we get everything we need to the time there's an output that we can leverage for an ad campaign, let's make that one week five business days. If it's a custom landing page, that's going to take more time. It's a brand store at amazon.com/samsung. That was a 80-page brand store. That took us a minute.

Joshua: So, really, it varies on how prepared you are to engage whether it's an agency up ... Actually, how prepared you are to engage an agency. If you've got all the things and you're retail ready, and you've got assets already and all of the above, and you've got a really awesome creative agency that can whip things up for you quickly. Cool. We can get started fairly quick. Sit there.

Joshua: I know that's a long answer to a short question. It's very Josh-like.

Colleen: Okay. Josh, someone is asking us how we make custom landing pages.

Joshua: That is in partnership with Amazon and that's about as much as I can say about that. And we can definitely have that conversation on a discovery call, but, yeah, custom landing pages are amazing. We're big proponents of them inside of the walls of Amazon. And they're very helpful in making them a reality for our clients.

Colleen: Good question.

Joshua: Cool.

Colleen: All right. We still have quite a few people still on the webinar. So, please, we still have a few more minutes of Josh and Sarah's time. So, fire away any more questions you all have, and we'll do our best to answer them here in the next couple minutes.

Joshua: There's quick info on where you can find us. You check us out at GrowTheDough.com. That's a redirect to our YouTube channel. If you want to get to know us a little bit, and then you've got our website and there's an email address for all of you that don't have any questions at the ready.

Joshua: Sarah, when did we get a picture of this dog? I think that there's a funny story there.

Sarah: This is one of the dogs of one of our team members, Josh. And I'm sorry

Colleen: He's instafamous, right?

Sarah: ... remember the dog's name but yeah.

Colleen: A little corgi.

Sarah: A little corgi. Yeah. We actually have a Slack channel called ChanimalBakers. We are huge pet fans here at Channel Bakers. And so, this is one of our amazing chanimals on the team.

Colleen: That's cute. We have a kids and pets channel, but we need to come up with a more creative names for our channel, but we share our kids and pets photos, too.

Sarah: We can help you with that.

Colleen: A person just asked, "Where can I rewatch this info?" This was recorded. So, in the next couple hours we will send out an email to everybody who registered. So, you'll get a copy of the recording. So, you'll have all of this information to rewatch again, or share with anybody else on your team who may have missed it.

Colleen: But yeah, I know we're at 3:00 Eastern now. So, we're at the top of the hour. So, we will go ahead and just wrap it up. But Sarah and Josh, thank you so much. That was just so much information. So helpful, so valuable, and great timing because Q4 is right around the corner. So, get out there and get your advertising strategies in place. It'll be here before we know it. So, thanks so much.

Sarah: Thank you, everyone.

Joshua: Bye, guys. Catch you later.

Colleen: Bye.