Built Online: Navigating Amazon Ads with Elizabeth Greene | Ep.94

Host: Cody McGuffey
Guest: Elizabeth Greene, Founder of Jungler
Release Date: March 31, 2025
Sponsor: EverBee

Introduction

In Episode 94 of Built Online, host Cody McGuffey welcomes Elizabeth Greene, the founder of Jungler, an Amazon advertising agency. The episode delves deep into the intricacies of Amazon Ads, offering invaluable insights for e-commerce entrepreneurs looking to scale their businesses on Amazon.

Understanding the Importance of Listings

Elizabeth emphasizes the paramount importance of well-crafted product listings as the foundation for successful Amazon advertising.

Elizabeth (00:00): “The first thing is going to be how well done are the listings... I would expect 100% of the budget to go here in the beginning is something called sponsored product ads.”

A strong listing ensures that when ads drive traffic to the product, the conversion rates remain high, fostering both immediate sales and long-term organic ranking.

Diving into Sponsored Product Ads

Elizabeth explains why sponsored product ads should command a significant portion of the advertising budget, especially for those new to Amazon advertising.

Elizabeth (12:39): “...something called sponsored product ads. The reason why these work so well is one, they have a lot more ad inventory, and then two, they look way more native search.”

These ads seamlessly blend with organic search results, enhancing visibility without disrupting the user experience. Elizabeth notes that allocating at least 75% of the advertising budget to sponsored product ads is crucial for initial traction.

Evaluating Market Opportunities on Amazon

Using the persona of Rachel—a hair tools brand owner—Elizabeth outlines the process of assessing whether a product is suitable for the Amazon marketplace.

Elizabeth (04:24): “The first thing that I'm going to do is I'm going to go and look at the search traffic... you're tapping into that existing demand.”

She highlights the importance of understanding Amazon's concentrated consumer demand and analyzing search traffic to determine the viability of expanding to Amazon.

Ad Budget Strategy and Conversion Rates

Elizabeth delves into strategic budgeting for Amazon ads, stressing the need to balance short-term expenditures with long-term sales growth.

Elizabeth (09:39): “Because the thing is, because it's very intense and it's search based... they are essentially what you're doing when you tap into the Amazon ecosystem is you're tapping into that existing demand.”

She advises brands to forecast ad spend based on conversion rates and order velocity, ensuring that campaigns are both sustainable and effective. Elizabeth also touches upon the variability of conversion rates across different categories, emphasizing tailored strategies.

Elizabeth (23:53): “I would say that sounds good. And the good news is... you can check what is a competitive conversion rate.”

Key Metrics: ROAS vs. ACOS

A significant portion of the conversation revolves around crucial advertising metrics—Return on Ad Spend (ROAS) and Advertising Cost of Sale (ACOS).

Elizabeth (26:02): “ACOS is ad spend divided by ad sales. It's very like Amazon advertising centric number.”

Elizabeth explains the relationship between these metrics and how they reflect the efficiency of advertising campaigns. She underscores the importance of not just focusing on ROAS but also considering how ads influence overall sales growth.

Identifying Ideal Clients for Jungler

Elizabeth outlines the profile of businesses that can benefit most from her agency's expertise.

Elizabeth (26:56): “Ideally, we find that there seems to be like a really good solid figuring out of product market fit when you've hit at least a million annual.”

Brands with established products and a minimum of $1 million in annual Amazon revenue are prime candidates for Jungler's services. Elizabeth highlights the agency's focus on growth-oriented businesses that value both short-term gains and long-term vision.

Rapid Fire Session

Towards the end of the episode, Cody and Elizabeth engage in a rapid-fire segment, uncovering personal and professional insights:

• Favorite Business Book:

  Elizabeth (31:38): "Fix This Next" by Mark McAlowitz.

• One Thing She Wishes She Knew Before Starting Her Business:

  Elizabeth (31:51): “How important communication was and how that your business will only ever grow to the level at which the leader grows.”

• Team Size:

  Elizabeth (32:08): “We have 16 at this point.”

• Worst Business Advice Received:

  Elizabeth (32:16): “Behaving in a way that feels inauthentic to who you actually are... a recipe for a really miserable life.”

• Definition of a Creator:

  Elizabeth (34:18): “Someone who can see possibilities and connect dots that haven't been connected before.”

• Thoughts on Everyone Being a Business Owner:

  Elizabeth (36:08): “No. I don't think everyone would be happy being a business owner.”

These responses offer a glimpse into Elizabeth's leadership philosophy and personal values, reinforcing her authentic approach to business.

Conclusion and Takeaways

Elizabeth Greene's expertise offers a roadmap for e-commerce entrepreneurs aiming to harness the power of Amazon Ads effectively. By prioritizing well-crafted listings, strategic ad budgeting, and a deep understanding of key metrics, businesses can not only enhance their visibility on Amazon but also drive sustained growth.

For listeners seeking to elevate their Amazon advertising strategies, Elizabeth recommends connecting through Jungler's website and engaging with her content on LinkedIn.

Elizabeth (39:03): “Best place is going to be the website jungler.com you can reach out there... I put out the most content on LinkedIn.”

Connect with Elizabeth Greene and Jungler:

• Website: jungler.com
• LinkedIn: Elizabeth Greene

Built Online continues to empower e-commerce enthusiasts with actionable strategies and expert insights. Stay tuned for more episodes to help you build and scale the business of your dreams.