黑料门

The 黑料门 E-commerce Show hosts Jesse and Rich are joined by Ricardo Lasa, CEO of .

They encourage you to take advantage of the Google Shopping Engine. How can you turn down free traffic? Ricardo explains some of the steps that can get you started with your integration. Ricardo also discusses how Kliken can offer you a more automated, headache-free experience.

Transcript

Jesse: Hi, Richie! How goes it, man?

Richard: It鈥檚 going well, it鈥檚 going well, other than my Podres and your Twins out of the baseball, you know, other than that.

Jesse: Yeah, well, we鈥檙e done with baseball, footballs hanging on by a thread as we speak, but. Yeah, and for people listening here, you鈥檙e probably going to be getting close to you, probably in the thick of it, like getting ready for Black Friday, Cyber Monday. So today, hopefully, we鈥檙e hitting you at the right time with the right message here on getting going with Google Shopping. And Richie, we鈥檝e been talking about Google Shopping a bunch, probably several podcasts. And I know there鈥檚 a couple of you out there. But I know not everybody listens to every single podcast, and so sad. But anyway, we鈥檙e going to bring up this topic with a different twist because there鈥檚 a ton going on. Google, they鈥檙e in a battle, and they鈥檙e bringing us some new stuff. So I鈥檓 excited about, and mostly we鈥檙e bringing up Google Shopping, not because we like to hear ourselves talk. It鈥檚 like the best way for new e-commerce companies to get sales. And I wouldn鈥檛 say it鈥檚 the easiest. There are things you need to do to get it going. It鈥檚 a great way to get sales. And two, it could be a little difficult. So this is why we keep talking about Google Shopping on our podcasts. So, you know, anyway, let鈥檚 cut through. Go ahead, Richard.

Richard: I was just going to say to add to that, if we鈥檙e repeating something, we鈥檙e usually repeating it for a good reason. We鈥檙e repeating it because it works or something that鈥檚 super important. And people still forget to do or might not think that it鈥檚 that important. And so, if you hear us bringing something up over and over again, it鈥檚 important to do. Remember when we were kids, and our mom told us to eat vegetables? We鈥檝e come to realize that was an important thing to do. You heard the same thing over and over again, but we鈥檙e trying to give you things that will help your business. And this is just definitely one of those that are highest on the list.

Jesse: Yeah, good point. The whole reason you鈥檙e listening to this podcast, at least I hope, I don鈥檛 think we鈥檙e that entertaining. The reason you should be listening to this podcast is that you want to take your business forward. You want to get some sales. And this is why we keep bringing it up. This is going to be probably the best way to get sales for e-commerce. This is how the big boys are doing it. This is how you should be doing it. All right, let鈥檚 get into some Google Shopping, let鈥檚 bring in our guest. This is Ricardo Lasa. He鈥檚 the CEO of Kliken and actually a return guest. So, Ricardo, how are you doing?

Ricardo: Thank you for having me. Good to see you again.

Jesse: You and I speak on the phone probably every couple of weeks for calls, but for the people listening that it鈥檚 probably been a year or two since we had you on. So happy to have you back. Now we鈥檙e bringing you back for several reasons. But one, you really know what鈥檚 going on with Google. You talk with them way more than anybody else. I know a lot of cool stuff going on there. Let鈥檚 talk about some of the new things going on with Google. Can you fill us in on the Google My Business and Google Local World first?

Ricardo: Sure. Yeah. So, Google My Business. Obviously becoming the leading platform, I would think, for local. Well, in the past, we have had our local listings. You might think about Yelp or some of those platforms. Now, obviously, Google is by far the largest source of local information. So we want to go to a restaurant, many years ago you might have thought about Foursquare, things like that, or maybe Yelp and now everything is Google. Right. So Google is doing a fantastic job at mapping the local searches and the local content to the Google My Business engine and really growing it as well to where it鈥檚 not just a listing anymore. Before, it was just kind of a listing, like a very simple thing.

But now, you can actually have offers in there actually directly tied with 黑料门 for your customers. You can have a coupon every month that actually goes on Google My Business. It鈥檚 becoming more and more, almost like a two-way communication mechanism. While in the past, it was only one way. The end-users will find you and go to your store. Now, Google is providing tools also for you as a merchant to go back to your customers. And then actually say, hey, these are my offers. This is my new schedule.

Let鈥檚 say you have a special schedule for the holidays. Again, this is a coupon that you can use and so forth and all very tied as well with calling the business, going to the business. The numbers are actually truly outstanding for local searches to actually going to the store on purchase. It is a huge influence on purchase behavior. So we鈥檙e really excited about what Google is doing on that side with reviews. For example, the reviews are critical in the rankings, and I love that personally. I鈥檝e always been a little bit against SEO, to be honest with you. Because it can鈥檛 guarantee results. And I love the fact now that a lot of the organic rankings from Google come from reviews because I think that鈥檚 actually fair. Right. If you have a good company, you cannot hire somebody to fake reviews. And it鈥檚 difficult. Right. So it鈥檚 actually great that they鈥檙e using that as a proxy for a high-quality business. And I think it鈥檚 overall exciting with a lot of developments also happening post-COVID.

And I know that you are on 黑料门 have done tremendous, great things for the store owners like curbside pickup delivery to help them through these times. So with the context of local search on Google My Business plus having the ability to go and do curbside pickup and things like that, I think it鈥檚 just a great addition to the mechanisms and the marketing that the users are using now.

Jesse: Yeah, yeah. Actually, that鈥檚 kind of an extra tip for anybody. Don鈥檛 ignore those Google My Business. You can edit that; you can set it up, you can have reviews there. And I鈥檝e seen a ton of Google commercials for like Google helping small businesses. And when you see these commercials, and they鈥檙e getting heavy rotation and football and baseball, I guess it鈥檚 time to see commercials. But that鈥檚 Google. Google my Business when they see fine businesses near me, and they show a little curbside pick up stuff. So everybody is listening; that鈥檚 Google My Business. You have to claim that it does connect to your store. A little extra tip here from our Google connection, Ricardo. There鈥檚 this other term out there, Google Services. I understand it, but maybe you can kind of shed some light on it. What the heck is Google Services?

Ricardo: Sure. So another great, great initiative that Google has pushed out because of COVID. And they really are doing a lot of things with having the small businesses鈥� best interest at heart and really helping. It was opening up the Google Shopping engine. In the past, it was all paid advertising, basically, like all the ads that showed up on Google Shopping would pay. But through this new program, Google announced in April about free listings and getting traffic on both Google Services and then the Shopping tab. Now they allow companies to actually get organic traffic, basically non-pay traffic in both Services and Shopping. So what are services? That鈥檚 a good question. It actually encompasses many services from Google.

That鈥檚 why it鈥檚 actually called services. And basically, what that means is that your products might show up in searches on, for example, Google Images or even Google Search itself. Not the shopping tab. So the biggest difference really is the Shopping tab is what Google called enhanced listings. The technical term is enhanced listings. And basically, they started their listings that you could see on Shopping that is not paid, and they鈥檙e only on the Shopping tab of Google. However, though, your products might show up in other places, as I mentioned, like image search or actual regular search in other places, and that鈥檚 powered by the Services. And so they are independent but kind of same content.

Jesse: Got it. Now, the key thing I heard there is free organic traffic from Google. So everybody likes free traffic. As much as we do a lot of paid search and paid traffic, there was some free traffic there. So I saw Richie light up as well. Everybody likes, you know, we want to get some free traffic. You don鈥檛 want to pay for everything.

Richard: I mean, the only time we don鈥檛 like traffic is when we鈥檙e driving on the road. Right. Other than that, when it comes to business, we like traffic, especially free.

Jesse: Yeah, I like the free. And now, when this was announced in April, they鈥檝e changed the name of this a little bit; this was the free, organic, free listings candidate. There鈥檚 a bunch of terms that were thrown out, free organic shopping listings. But now, let鈥檚 dive into the meat of it. Here is the Google Shopping. Actually, Ricardo, since you do this all the time, maybe you can give a walkthrough of it if you want to do this on your own. What would the steps be for a merchant to set this up? Because it is possible, but if you want to go, outline the steps that somebody would go through.

Ricardo: Sure. So there鈥檚 just a bunch of steps. The first step is that you need to get a Google Ad Merchant Center set up for your business. So you will have to go on Google, get on your Merchant Center. Basically, get your store approved for the Google Merchant Center. That requires a bunch of steps. That鈥檚 not just one simple step. You need to have your store verified. That means that you will need to take a meta tag and place it on the store manually and then tell Google, and hopefully, Google gets it. And then you need to get set up all your policies and shipping policies, refund policies, return policies, your shipping methods or payment methods, your contact information readily on the website, then that has to be approved one by one.

So if any of them fail, you cannot go live. And then once you have accomplished all that, then you need to generate a feed for your products manually, probably like me. File in your computer and get in there, then set it updated on your own or, hopefully, set up a scheduled task to do that or some sort. And if you do all that, then you would be able to put the product on Google Merchant Center basically through a very laborious, intensive process that then also you have to keep on doing so.

This is not a one-timer. It鈥檚 not like you just go one time, and you鈥檙e done. You need to keep all the products up to date because obviously if you change prices on the store, that has to be changed with Google. Google actually calls it calls the stores. So they actually do find price discrepancies. And if that happens, they shut down your listings and things like that. It has to be a very dynamic process daily, minimum daily that you have to do that. And then, if your products don鈥檛 get approved over a period of time, then your account is going to be disapproved anyway. It actually can be done, but it will be a little bit like if you want to cross the pond on an airplane. You don鈥檛 have autopilot, and you have one pilot, and you have to go back and forth all the time. So, yeah, it鈥檚 also very difficult for sure.

Jesse: And that also assumes you set up all your products correctly and you had SKUs and you had all the waits and things like that. It鈥檚 a fairly involved process. For the people that are the hackers listing, you can do this, go nuts. It鈥檚 available. A lot of people can do it. Ricardo, I know I鈥檓 going to lead you in here. There must be a better way, though. What can people that said: “I really don鈥檛 want to do that.” What do we have for them?

Ricardo: Yep. So we did a beautiful integration between Google, 黑料门, and Kliken to make that basically seamless. Right. So you basically select the very simple step in the UI. You select your start categories, the products that you want to be shipped to Google Shopping. And literally, in no time, it takes customers less than ten minutes to set it up. Then we hold your hand by your hand all the way to get it live.

We generate the Merchant Center automatically. We claim it automatically. We take a look at all the inventory, make sure it has all the proper attributes. Suppose they don鈥檛 resurface it, if once you actually submit when we submit to Google Shopping. If there are any issues with your store, let鈥檚 say that you鈥檙e missing a refund policy. We surface it; we send you emails about it. Hey, you鈥檙e missing a refund policy that said you鈥檙e getting up and running.

And then once we guide customers through the whole process of doing this and they and the shop is live, then they start getting traffic from Google for free, depending on what regions in the world they are, actually the US right now, it鈥檚 actually driving more traffic than other places. But towards the end of a year, it鈥檚 going to be everywhere. And then, all the inventory management going forward is fully automated. So that鈥檚 a great thing about the deep integration we have with 黑料门. If you change your inventory in the store, we know, and we push it to Google; if you run out of inventory, so like some products are done, then we take them out so that they鈥檙e not on listings.

So we actually keep that all in sync automatically daily, so it completely automates all that. And then finally, if you want to do a search like we actually want to buy ads like shopping ads and search, and you can do it also in the same once you鈥檙e approved in Google Shopping. It literally is just a 10-minute process to say, OK, I want these categories on Shopping ads and Smart Shopping campaigns. And they go, and it鈥檚 an incredibly powerful combination of free organic traffic and paid, really smart, driven traffic to maximize the sales that you鈥檙e getting from Google. So we simplify everything. We build a great integration between all the teams and happy to bring it to customers.

Richard: Correct me if I鈥檓 wrong here, but it sounds like reading between the lines. You didn鈥檛 actually say, but you help people get approved, too, and you鈥檙e letting them know, like when you said you need a refund policy or you need this. So you鈥檙e helping them through the approval process. And then, as they make changes to their business, there鈥檚 nothing new that they have to do. Your software or your API is going to help fix that, and they鈥檒l correct it in Google Shopping?

Ricardo: Yeah. So especially when it comes to inventory. As you add new products, you delete old products; you change products, you update products, you change pricing. You had a new category of products. All that automatically gets pushed. Once you鈥檙e setup, the maintenance of the inventory syncs between Google and the store is fully automated.

Richard: So basically, what I鈥檓 hearing is they can go free, or they can go headache-free with Kliken.

Ricardo: I never thought about it. We should鈥檝e called it aspirin. We鈥檙e like, hey, just go ahead, use it.

Jesse: I think Richie is pitching for a marketing job there.

Ricardo: I have to say I love that line. That鈥檚 great.

Richard: Ahead, take it away.

Jesse: Now the beginning of this process. This is like a managed service, almost like an agency, because some of this stuff, a computer can鈥檛 do this. Like you have actual people that are working with you. Is that correct?

Ricardo: It鈥檚 correct. Although I have to admit most of it is AI-driven. When you think about an agency, we call it AI FM instead of the IFM. Right. So a lot of it is AI-driven, a lot of the massaging of the data is AI-driven. With that said, we obviously have support, and especially on the onboarding process for sure, Jesse, it鈥檚 a little bit like a managed onboarding.

If you have any issues, we have support. We can help you navigate all that. We email you; we talk to you, there is a phone number you can call. And then once you sign everything up, that鈥檚 why I鈥檓 saying it鈥檚 a little bit like AI-driven. That鈥檚 where the AI takes over. And then it really manages everything automatically. And that鈥檚 why we keep the prices so low and so competitive, because the heavy lifting person onboarding, it鈥檚 all done after software.

Jesse: Got it. So how much does it cost for the service?

Ricardo: It鈥檚 a whopping ten dollars a month. The price of a beer.

Jesse: Yeah. Pretty much is now. That鈥檚 what I meant early on. It鈥檚 a managed service because there鈥檚 a lot of back and forth to get it going, and then after that, it鈥檚 a little more automated and AI-driven. Correct. Yep. Got it. OK, all right. Well yeah, it makes a lot of sense. I have set these things up before. I would gladly pay ten dollars a month to take care of that headache. Yes, it can be very painful. OK, so I got it. So you get this setup. Let鈥檚 pretend to get set up on average to get you live on Google Shopping. What鈥檚 the time frame there?

Ricardo: If you鈥檙e doing it by hand, it鈥檚 a long time. It鈥檚 very complex. With us, it鈥檚 between five business days to ten business days depending on if you already have pretty much everything in hand, have the return policies, and things like that. It takes about five days to review and get the process done. If you don鈥檛, then it takes, ten and obviously, it depends a little bit on the store owner themselves because if you need a refund policy, well, they have to put one up. Right. So they have to be motivated to do that. But I would say the average is between five to ten days.

Jesse: Ok, yeah, it makes sense. If you tell somebody, hey, you have to post this information on your site, and they don鈥檛 do it well, it鈥檚 going to take a little longer. OK, see, somebody goes through the process that they鈥檙e on, it did get going in five days, a little bit more, whatever. If they have some problems, then what鈥檚 the process? Do people usually try to see what they can get from free traffic first? Or do people go advertise right away? What is the usual process?

Ricardo: That鈥檚 a great question. Yeah. I think there are three main paths that we see. One is the organic traffic path where they go, and they buy, they get on Google Shopping, and then they start seeing some visits and sales and so forth. It鈥檚 a shorter period of time. Then, later on, they buy ads. So that鈥檚 that. We also see there鈥檚 a huge percentage of the users that start organic, and then they enhance the traffic with ads. However, as you know, on 黑料门, you can buy that at the moment of purchase. You can also buy a shopping campaign at the same time. So it鈥檚 just basically free listings. Gimme free traffic, and then a campaign on in one and significant group of people actually do to buy that.

There鈥檚 another group that鈥檚 a little bit different. So they tried to go and Google Shopping, but they don鈥檛 qualify. Many reasons why you might not qualify. So, for example, you cannot sell services on Google Shopping. It could be that somebody is using the 黑料门 store to actually have a catalog of services and things like that. And so I actually see a group of people doesn鈥檛 fit that well into the whole shopping union, but then they can buy search ads. So that goes back to the old SEM Google keyword, you know, old AdWords. So these are the groups. I would say that the services group that was discussing it鈥檚 a very small percentage, like less than five percent. Ninety-five percent go both on the free site. And then I would say maybe twenty to twenty-five percent buy ads. So yeah, we do see a lot of people though buying at the time of purchase, buying both ads and free at the same time.

Jesse: You see a ton of 黑料门 merchants. I don鈥檛 know, probably thousands. So for people that sign up and are just looking for free traffic. They just want the free organic traffic. They sign up to do everything. What kind of numbers do you see online? I mean, I鈥檓 sure it depends on a million different things, but on average, what are people seen for, like clicks per month from the Google Shopping tab?

Ricardo: Yeah, sure. So. If they get approved, obviously, the first thing is that because they have to get approved, you鈥檙e not going to have to cover everything once they get approved. The vast majority of customers do see so. So the good thing is the vast majority see between 10 to 100 clicks a month. So it鈥檚 actually a pretty good number. And then we see about 25 percent of the users that actually see sales. Put it in right away, like in the first thirty to forty-five days. I would say for an organic platform from the very low cost of maintenance. It is a no brainer, actually, if you think about it from a cost per click perspective.

And we actually have done that analysis, and we actually think a ten-dollar automation fee for one hundred clicks. You鈥檙e in the cent range. It鈥檚 just a great, great value. But I would say about 50 percent see a significant amount of clicks. And by that, I mean hundreds per month and then about twenty-five percent see sales and so forth in the first month.

Jesse: Ok, good. And that鈥檚 the first month. Eventually, everyone will get some sales if you can stick it out.

Ricardo: Exactly. Google is great at that too. The better you perform, the more traffic they give you.

Jesse: Just doing the math for everybody, if you get ten clicks, that鈥檚 a buck a click. That鈥檚 not a great number, but it鈥檚 not a crazy number either. It鈥檚 still about average. If you get a hundred clicks, you get ten cents anymore; you just don鈥檛 get ten-cent clicks in an area that that鈥檚 good qualified traffic, where they were actually looking for your product. They tapped it in, and not just some random click. So anyway, yeah, that makes sense from there. And now I don鈥檛 know if we went into what Google Shopping tab is all that much, so for people that are listening. When you google stuff, there are the little tabs underneath the search bar, and there鈥檚 one labeled Shopping that little that鈥檚 Google Shopping.

It鈥檚 gotten a ton better than what it was even a few years ago, mostly because they鈥檙e putting in free listings now. These used to be only paid, which eliminates, I don鈥檛 know, half the people out there, if not more so. So anyway, just everybody picture. That鈥檚 when we did the Google Shopping tab. That鈥檚 where it is on Google. And Ricardo, is there anybody you鈥檝e seen that is maybe having more success now with this Google Shopping tab than they did with what used to be Google Shopping like a year ago when it was all paid? Is there anybody that uncovered some new method for them? Anybody鈥檚 fun, unexpected success with this.

Ricardo: I would say across the board because, in the past, it was all paid. You actually had to be running ads at all times. I think there are two macro things that have happened. One is that Google is really doing a fantastic job at promoting e-commerce inside the Google engine. Google Shopping is becoming a spot. Three years ago, it was rare that I would go to Google Shopping to find a product, while right now, it鈥檚 almost my immediate approach with Google Shopping and see what鈥檚 going on and see what products are and what the pricing looked like and it looks like on everything else. That is a huge trend that just because of that, obviously, Google is a firehose, right?

I mean, like if they point that firehose to something, you鈥檙e going to get a lot of great traffic there. That is one side. And then the fact that it鈥檚 organic and paid together also is great. The maximum success we鈥檙e seeing is for people that are doing both. So you have the free listings up and running, and you鈥檙e running some smart shopping ads at the same time, and then that鈥檚 where you see a almost like a two plus two equals five. So you鈥檒l see a lot of synergy between one side and the other one. And the Google engine is also getting a lot of data points on the organic side, on the other side to be able to serve everything better. So now we actually see a pretty significant uptick across the board for our customers. It鈥檚 definitely making a difference.

Richard: So for those people who were using just the Google Shopping feature of yours and then decided that they want to go into doing the paid ads, are there any additional things they need to do, or is this kind of included in the initial set up? And do you help them craft the ads, or do you give them any data that may be on how people searched, or how does that work as far as what they do next with the creation of the ads?

Ricardo: Yes, exactly. The same process is fully automated. You are already one step ahead because you are already on Google Shopping. So, I mean, normally they only had had the biggest roadblock was to get them on Google Shopping. Once something was up and running, serving the ads and making the ads, it鈥檚 quite straightforward. So anyway, because you鈥檝e already been approved for the free site, you鈥檙e ready to hit the ground running. And then the way it works is the ads. We all generate ads and generate feeds and things like that. So it鈥檚 basically the almost identical process is the same. It takes less than five minutes to go through it, and then we automate the optimization. So the other big thing with ads is it鈥檚 not so much the onboarding only but “OK, how are you using my money? I鈥檓 spending five hundred bucks. How you actually using it in the best feasible way?”

That鈥檚 actually what we use a lot of technology to make sure that is the best return on investment. On average, on the platform, we鈥檙e seeing about eight times or so for every dollar people put in, they get it out. And that is that it is all fully automated. The next iteration of the platform that we鈥檙e building right now, we actually call it Store AI because it puts our brain on the store, and that does a little bit.

And that does a little bit where now not only allows you to market but tells you what you should be marketing to maximize your output. And that is actually something very intuitive, very actually for especially for stores that are at scale. It鈥檚 a little counterintuitive because when you think, OK, so you have a lot of products and you have 20 percent selling great, and you know, 50 percent are selling OK, and then 30 percent on really selling.

If you were going to deploy marketing, what is your best marginal return? Right. I mean, do you put money behind the ones that are selling? Or put the money behind the ones in the middle, or you put money in the ones that never see any traffic at all? And actually, you鈥檙e not rotating the inventory. That is actually a very different analysis. That鈥檚 perfect for machines. Actually, it is almost like a perfect optimization problem for machine learning.

So that鈥檚 what we鈥檙e going to to be able to actually recommend not only to the campaigns but say, hey, you should be putting, for example, we call it the dark side of a moon campaign because there are products that never see any traffic. They鈥檙e good or bad, and they never see traffic; they actually never get profit. So you should do a discovery campaign on those products only and see how well they perform and then decide what bucket they go into and things like that. So that鈥檚 coming this year.

Richard: That鈥檚 the beauty of having it connected and using the AIs. I used to think about that when I would run some retail stores for a while ways back. And I used to always think like the difference between digital and retail stores; you would have to completely reconfigure the store. But I would think, oh, let鈥檚 say, for instance, Coca-Cola and Pepsi are in the middle aisle. It鈥檚 at eye level because everyone wants to buy that.

It鈥檚 like, well, Coca-Cola and Pepsi also have a lot of marketing dollars, and people will look for Coca-Cola and Pepsi like, what if you put something else that didn鈥檛 have that exact placement for that? So this is a beautiful way to test it and figure it out probably pretty quickly using the AI too.

Ricardo: Now, we鈥檙e super excited about it. I think it鈥檚 going to be a tremendous step forward in marketing.

Jesse: Yeah. And for people listening, if you鈥檙e doing advertising, you know that there鈥檚 a is taking over on the Google and Facebook ads. So while, yes, you can do that yourself, I鈥檓 kind of taking over. But like, you don鈥檛 necessarily know what products, as Ricardo was saying, the products that aren鈥檛 selling well, you鈥檙e going to ignore those. You鈥檙e not even going to put those out there to let Google say I take over.

So it is helpful, you need help right now to advertise. I鈥檒l just say it that way. Like, even though that鈥檚 what I do for a living, I know that I鈥檓 basically teeing up the AI to do the heavy lifting for me. I鈥檓 just feeding the information to the AI. So this is kind of doing the same thing. And that number 8 ROAS, if you don鈥檛 know what that means, that鈥檚 a good number. It鈥檚 good. Usually, people are happy to get four. So you spend a dollar to get four back, and then that鈥檚 usually a twenty-five percent margin right there if I鈥檓 doing the math right. But you know, when you get 8 ROAS, there鈥檚 a lot of money left over for you for profit, which is kind of the whole point here.

You鈥檙e not just selling to get your money back. It is a very simple thing to sign up there. I was also wondering about all these other products or verticals. You know, there are some products in on the low end that maybe they can鈥檛 really afford to advertise. Are they seeing some success now with free listings? Like if you have a product, it鈥檚 four bucks or something like that. It鈥檚 going to be pretty tough to advertise and make a profit. But like, are they doing better on free listings right now? Have you seen anything like that or anything?

Ricardo: I mean, yeah, for free listings, you get the traffic regardless. If it qualifies, if there are searches. It really makes those low margin products probably much easier to sell and to make some money on them. With that said, overall merchandising strategy that we see across the board and you guys, I鈥檓 sure, have seen it like everywhere else. This why do you have some of those cheaper products? Just bundle them a little. You bundle four for ten dollars, and you are actually selling a ten-dollar shot. And hopefully, you鈥檙e getting better.

But that鈥檚 an interesting question. We鈥檝e been actually working a lot on that side of it on the Store AI. Margins are directly related to the marketing strategy. So like if you have high volume, low margin items, right. You should treat that marketing campaign differently than a low volume, high margin. And then how you actually think about what was marketing to deploy to ourselves. So that鈥檚 actually the true heart of what we鈥檙e doing with Store AI.

Jesse: Yeah. Pretty exciting to see that roll out just because I鈥檝e seen it. Like, if you have some expensive products, some cheap products, like right now, if you鈥檙e doing it yourself, the answer would block all those low margin products, all those low dollar products are being seen at all because you don鈥檛 want to pay for the clicks, you know, but if you had some help, you had some AI on your side. There are ways to market those merchandise. So, yeah, we鈥檝e got to make sure we know exactly how this develops. Yeah.

Ricardo: Let鈥檚 say that you鈥檙e spending five hundred bucks. And you have all your products. You鈥檙e going to do exactly what you鈥檙e saying; you鈥檙e going to say. I鈥檓 not going to even try this. But if you have a really easy way to automate a campaign, you could say, hey, look, I鈥檓 going to put the low margin products on one hundred fifty dollar campaign or a hundred bucks a month and just run low margin products and see and see how we perform. See if I can get it to break even because that鈥檚 the other thing that you never know. The auctions might actually be being expensive and trying to advertise them very effectively on their own. So it鈥檚 actually a really interesting way to look at it. And going forward, I think it鈥檚 going to be a lot of progress on that side.

Jesse: Very cool, Richie, getting close to our time here. Any last questions you鈥檇 like to ask?

Richard: Gosh, I mean, this is one of those podcasts where it鈥檚 tough to get off. You know, I feel like I could just pick in your brain forever, Ricardo, but it鈥檚 coming up like we have a little bit of a backlog. So is this probably going live what, mid-November-ish? Well, I guess when you鈥檙e listening, but that鈥檚 probably when it鈥檚 going to go live. I would just say, like; you said ten dollars to get started on this. Ten dollars a month to get started on this. There are a few things in life where you say, is that too good to be true? Like, am I missing something, or is there something we didn鈥檛 cover? Like, I think from what I could gather, based on what you said, it鈥檚 that the way you attach the AI to it, you鈥檙e able to help people through the beginning and keep this low price because you鈥檙e more hands-on in the beginning.

But moving it towards AI and the machine aspect of it later, like it鈥檚 a little more hands-off. And that鈥檚 one of the reasons why you鈥檙e able to keep it low. So, I mean, really, I would just say. Let鈥檚 get going on this; this is amazing. Listeners should just be hanging up the podcast by now and just going and getting started. What鈥檚 the way people can get started? That鈥檚 what I would actually say. Like what鈥檚 the fastest way, via the control panel, or how should someone get started with this?

Jesse: Yeah, via the control panel, there are two different ways; under the Marketing section, it鈥檚 Google ads, and under the Channel section, I think it鈥檚 Google Shopping. They both lead to the same place. And you鈥檙e going to enter a process that鈥檚 going to be very simple like Ricardo said. It鈥檚 really a control panel.

Get your products up there; click into there. It鈥檚 ten bucks a month. And if you鈥檙e listening to this when we think you are Cyber Monday, Black Friday is coming. The holidays are coming. You can still get this going. And, you know, but you have to kind of you have to get after it, like right now. So hopefully that鈥檚 it鈥檚 timely for everybody. I鈥檓 always excited about having guests on and have like a new kind of a simple way for people to get going. E-commerce can be hard if you don鈥檛 have any help or advice. So this is the help and advice. So I hope everybody is out there taking it.