Firing The Man
THANK YOU TO OUR 25,000+ LISTENERS! We are so thankful to be one of the TOP E-Commerce Podcasts delivering high-quality authentic content to you! Serial Entrepreneur’s David Schomer and Ken Wilson share tips, advice, and insider knowledge about all things Amazon FBA, Walmart WFS, and E-Commerce. Discover how you can create multiple income streams by selling physical products online so that you can have the time and freedom to do what you love - whether that is spending more time with family or traveling the world. Ken and David have successfully created several six and seven figure online business ventures. During the journey, they have had major wins, losses, and lessons learned. This podcast will teach you about selling physical products online through platforms such as Fulfillment by Amazon, building a team, outsourcing, listing optimization, pay per click (PPC) advertising, driving traffic to your listings, and productivity tips / life hacks that will provide a path to be successful in building your online business. It’s a mix of interviews, special co-hosts and solo shows from Ken and David you’re not going to want to miss. Hit subscribe, and get ready to change your life.
Firing The Man
How to Win in Ecommerce Without Burning Out with Hai Mag
If Amazon ads now feel like a maze of rising CPCs, endless keywords, and dashboards that never sleep, you’re not imagining it. The platform has shifted from organic-first to pay to play—and the only sustainable response is smarter execution that blends learning systems with human strategy.
We sit down with the CEO of Ava Commerce to unpack what “AI-driven” should actually mean for Amazon and D2C brands. Instead of black-box promises, we explore a configurable approach: let AI learn from your data across campaign creation, bid optimization, dayparting, and keyword negation, but keep owners and PPC leads in control with rules at the store, product, and campaign levels. You’ll hear how to tag products into portfolios with different TACOS goals, automate keyword isolation, and sunset underperformers quickly—freeing 65% of the grunt work so humans can focus on decisions that move margin.
Context still wins. We break down when to push for top-of-search visibility over strict ACOS, how to pair ads with pricing and promotions to lift conversion, and why creative and SEO matter more than ever for CTR and CVR. We also dig into audience strategy for DSP, where human insight crafts timing and intent—like targeting competitor buyers when they are most likely to repurchase—while AI handles the execution. Beyond ads, we touch on cash discipline through FBA reimbursements and vendor funds recovery, and why unlimited strategic support helps teams turn software into outcomes.
If you’re ready to scale profit, not just spend, this conversation offers a clear playbook: align creative with conversion, reclaim lost dollars, and deploy configurable AI that learns while you lead. Subscribe, share with a fellow seller who needs a smarter PPC plan, and leave a review with the one lever you’re automating first.
Ready to scale your Amazon business? Click here to book a strategy call. https://calendly.com/firingtheman/amazon
Welcome everyone to the Firing the Man Podcast, a show for anyone who wants to be their own boss. If you sit in a cubicle every day and know you are capable of more, then join us. This show will help you build a business and grow your passive income streams in just a few short hours per day. And now your hosts, serial entrepreneurs, David Schomer and Ken Wilson.
SPEAKER_01:Welcome everyone to the Firing the Man podcast. Today's guest is Hi Meg, the visionary CEO behind Ava Commerce, or Ava.guru, one of the fastest growing AI platforms in the Amazon and D2C ecosystem. Under his leadership, Ava has become a top 10 global advertising technology solution powered by an over 100-person development team driving innovations across PPC optimizations, reimbursements, and profit analytics. High is a true pioneer in the AI-driven growth for e-commerce brands, combining data science, automation, and practical seller experience to help thousands of brands improve margins, boost ad efficiency, and uncover lost profits. Whether you're an Amazon veteran or a D2C founder looking to outsmart your competitors, you're going to walk away from this conversation with actionable strategies for organic growth-driven advertising and scaling profitability in 2025 and beyond. Hi, welcome back to the show.
SPEAKER_02:Hey, thanks for having me, David. It's absolutely a pleasure.
SPEAKER_01:Absolutely. So we had you on the show back in 2022. And I remember in in my Rolodex of contacts, you were one of the first people talking about AI. And I, at that point in time, it wasn't even really on my radar. And so uh my question is is how have things changed? How has the e-commerce landscape changed? And how is AI playing a uh role in that?
SPEAKER_02:Well, it's kind of a funny story, but I'm talking about AI, being a computer engineer with an a master's in AI. I'm talking about AI from '95 almost, like 1995. And I have to tell you, nobody was listening to me at the time because nobody believed in it. And now it's 2025. Now everybody believes in it, but there's so many people talking about it, so much noise. Now nobody's listening. Yeah. Because like too much noise, right? But I mean, a lot of things changed and a lot of things are changing. Uh, I just want to give you this idea. I'm not gonna expend too much on it, but my son, who is in the high school now, and he was like like two years ago, he told me, hey, maybe I should become a computer engineer like you. And I told him, son, it's you it's your decision, but I am not sure if that particular uh job will exist in a decade. And he was like, What? You know, and I said, Well, I don't know. Because the AI is kind of like um really going faster and faster, and it's so amazing like um how it evolved so far. But I have to say that six months later, that will be like two times more things will come. So that's the evolution of AI today.
SPEAKER_01:Absolutely. Uh since 1995, that's incredible, and uh we'll very good. And and to all of our listeners, that's the um that it that is the the educational underpinnings of high and why we love having him on the show. So uh I today's conversation, I really want to talk about advertising on Amazon. And this is something that has definitely changed over over the years. Uh I remember when I first started selling on Amazon, you could sell at a you could have a hundred percent organic sales on certain products. And it really has has changed into a pay-to-play platform where PPC has to be part of your strategy. When you're pricing things, pricing in a taco slime item is is a necessity. And so if you know, from from your standpoint, hi, how how has Amazon advertising changed?
SPEAKER_02:Oh, absolutely. So, first of all, as you said before, it was all about people who bought this product, also like this product, type of nice stuff that was available on Amazon, no ads. And when the ads started, like if you're selling a supplement brand and you can just uh bid on vitamin C and you can make a lot of money out of it. Now, most of this is pretty much gone. Uh, what I'm seeing is like the way it evolved today is first of all, that's the only way to grow your business. Like, I mean, all the other ways are pretty much like supplementary to that. Or the other ways are supplementing your advertising strategy because you would like to increase your improve your CTR or CVR, definitely you're gonna invest on SEO or graphic design and all that stuff. But there are like two main ways. I wouldn't say the only way, I just say that two main ways to grow the business. One is definitely the advertising, and the other one is the off-Amazon marketing, pretty much not the advertising angle, but the influencer angle to that, right? So these are the kind of the two things that I see. But when it's on Amazon, because it's a very data-driven platform, now it has to be really smart. You know, like the the whole advertising needs to be smart, and uh that's where the AI kicks in, right? Like, and uh like the the only challenge is like maybe you know, like we should go back to also explain what it means AI-driven advertising, because one of the things that I feel like almost every software company and agency is telling that they are AI powered, AI-driven. Is that so? Like, I think maybe we should start with some definitions.
SPEAKER_01:Absolutely. Absolutely. So let's go. Let's let's get into it. What um what does AI-driven mean uh in the context of Ava and what you guys have developed over there?
SPEAKER_02:Well, absolutely. So, first of all, uh, I mean, from a kind of a terminology point of view, from a conceptual point of view, not from a marketing point of view, AI-driven system means the system which is trained by the past data and learns every day uh from like the past data and the decisions and the results of the decisions. So, meaning that the main difference between a kind of a rule-based system and AI-based system is on a rule-based system, you basically say, if the color is yellow, then do this. Now, the rule doesn't change, where on the AI system, you basically end up seeing that maybe the yellow is not like if it's yellow, do A, and then you end up learning, like the system learns that A is not correct and switches to B based on learning from the outcomes. So that's the kind of the main difference. One is learning and one is not learning. Now, the not learning system, which is rule-based, is what we call AI-based in the market. Like 98% of the softwares that are available are rule-based, which is nothing wrong with that. Okay, like pretty much all the companies that you know in the market right now, more and more I'm seeing that they are not talking about AI, they say automation, etc. But it's all rule-based. Nothing wrong with that, because the rules make sense, but also it is uh it also makes sense to build an AI-based system which learns from the data and adjusts the rules too.
SPEAKER_01:Okay, okay. I'm excited to to dig into uh into that in the context of PPC. And one of the things that I think may be helpful well, let's let's dig into that in in in terms of PPC. What okay, and maybe we could use an example, um, say like Dog Bull or something like that. When people are are setting up campaign infrastructure and they're doing it manually, uh, what are the things that they're missing out on that an AI-driven tool could help them with?
SPEAKER_02:Absolutely. So I'll come to that point, but before that, let me explain uh what we did with EVA because we are believers of AI, but we realize that it is not about the system only deciding what to do, because that's kind of a black box approach. And over the last couple of years, even we started with uh our journey with pricing, and uh three years ago we were talking about dynamic pricing with you, David. And uh for many years the customers said, we don't like the black box approach, we don't like what like without knowing, doing things that like AI, basically it's like, why did you do it? And the the answer is AI, right? So, and then it's not satisfactory for many of the Amazon sellers because they know what they are doing too. They want automation, but they know. So we came up with the idea of configurable AI, meaning that the AI works, but you define your own rules, and the rules override the AI. We kind of like give this analogy of like today the 25 AI technology is called the AI agents. Basically, you create your own agent based on the foundation of Eva AI, but then you define your own rules so that you kind of like address like four main pillars of automation. Now, one of them is like campaign creation, and maybe the other one is bid optimization. I'll talk about the other uh two pillars. But let's think about the campaign creation and the bid optimization. So, first of all, back to the the example that you gave, the system already it knows everything. Like, I mean, in the past, people use tools like Helium 10 or some other tools, Jungle Scout, etc. Try to understand like which keywords, what is the search volume, but this data is now available on the Amazon uh you know reports. Now the question is, do you really want the PPC guy to go into these reports like search term report, SQPR, etc., and then figure out like which keywords are now appearing as a result of an automated campaign? And now let's kind of create a new campaign out of that, right? So that is where the EVA AI automates based on uh, you know, the Amazon data, and based on like um, you know, basically we have access right now to almost 10,000 brands data and uh brings it together and decides whether it makes sense to create a campaign or not. Now, let's assume that the Eva AI already decides creating these campaigns and kind of thinks that if a campaign, if a keyword has 200 impressions, um, I should create a campaign. So let's say that's the Eva AI way. Okay. Now, as a business owner, you think that, you know, the profit level that you have, or the category or your experience basically says that, I mean, you want to create campaigns when there is more than 500 impressions. Now, on top of it, you are even more cautious. You want to add, like, also, I would like to see at least two organic orders. I don't know. So you basically define whatever rule you want to define based on 50 parameters that are all available, anything that is imaginable on Amazon that you can define a parameter like C VR, CTR, ACOS, tacos, revenue, organic sales, whatever. Like think about all of them as available. You define your own rule and you overwrite AI. If there is a rule defined, then you overwrite the AI. So that's kind of our design principle. Uh, you, as the owner, define the rules. If you don't define any rules, AI works. If you define the rules, you'll overwrite the AI. The combination of that is your special uh store-specific AI agent, which works on your terms. That's the idea.
SPEAKER_01:I I really like that. And and the the AI plus human element is something that I think is is really critical. Um, I've talked about this publicly on the podcast. I do it again. I ran Perpetua for a while. It's an AI-driven software, and I always felt like I had an invisible hand in my account. And when it came to some of the keywords that it was bidding on, I I was like, what this has nothing to do with my product. And I also I felt as a business owner like I didn't have a lot of say in how the automations were performing. And so I I like that you get to set your parameters and what would be you know, I think PVC is very easily an overwhelming topic. Like there's it's something that you either go very deep in or you're overwhelmed by it and you hire somebody. And and so in in terms of you know coming in and setting up rules, what do you think are some of the the most important things for business owners to be looking at or to to set up?
SPEAKER_02:Absolutely. So we basically meet with so many different types of business owners, or even like the PPC experts that work for other companies. Like obviously, their level of expertise is very different. Now, uh one of the design principles that we have is like this the tool needs to serve anyone, meaning that if you're a business owner and you have absolutely no idea about what you are doing with PPC, your level of expertise is zero out of ten. At least you know what's your budget, like how much money you want to spend, what should be like an ACOS or tacos. At least you can set one of them and you can do it at a store level, product level, or a campaign level, but probably campaign level is already too detailed, but at least on the store level and product level, you set up your business idea, like you can set your business ideas and you're done. Then the rest will be done by AI. Now, the biggest thing here is that there is a tree-level configuration possibility, meaning that it's not only at the store level, but also at the product level and the campaign level. Because a lot of business owners, I always tell them if you're running your Amazon business, your business is not at the store level. It's actually a combination of some of your products. So it's actually the portfolios are the ones that you are running, meaning that each portfolio may have a different budget and a different eco-stacos target. One is like a newly newly launched product or it's a launch product, one is like maybe a profit maximization uh portfolio, and the other one is like a couple of products coming together because they are pretty much the same. So, meaning that you need to have a system that you can define your portfolios in a very flexible way. That's why we have a very simple-to-use tag management. So you basically create your custom tags on your products, and now, voila, you have that portfolio which is tagged, and now you can define your role based on the portfolio. Now, that is for a business owner. It's really two things. They can tag the products and they can configure uh the business parameters at the portfolio level. But if you're a PPC expert, now you want more. We basically identified four areas of automation. One of them is definitely negative keywords or negation, like you mentioned before. And now there is the bid optimization, um, automatic campaign creation, day parting, and uh keyword negation. So these are the the four main areas of automation that we see. Now, the system is already automating uh with AI, okay, so which is learning and automating. But the the biggest thing is now you can define any rules as a business owner or the PPC expert at any of these main four pillars. So you can also say that, hey, I would like to negate these words specifically, or you can also go back and like, you know, change the bid optimization. Or the system suggests you, for example, not like you know, I've seen a lot of agencies like talking about day parting, they say, hey, based on my experience, between, I don't know, like midnight and 5 a.m., uh, there is no sales. Well, but it's a generic statement. Now, in our case, the system says, based on the data, here is the suggestion. Between 2 a.m. to 4 a.m., you know, like do not uh, you know, spend money on ads. But between 6 p.m. and 7 p.m., do. And it depends on the product. It doesn't, it's not like a very generic statement. So that's the day parting that system already works on it, but the owner or the PPC expert can override it by defining that specific hourly rule as well.
SPEAKER_01:Okay. Uh you talked a little bit about camp or campaign creation, and and I'd like to talk about that and in campaign infrastructure. I it seems like if you were to take a PPC 101 class, one thing that may be covered, and maybe this is outdated, uh, but is the different types of campaigns. And I would say that in this class, this was what was taught probably three or four years ago, is when you launch a product, you set up an auto campaign, and what that's going to do is it's going to harvest keywords for you. And when you have uh so many conversions or orders, you take those keywords and you put them into a manual campaign. Now, there are so many more options. You've got exact phrase, uh, match, broad. And so going through a product launch and then just kind of sustaining a product product's level of sales, what do you think is the ideal campaign infrastructure?
SPEAKER_02:First of all, as you mentioned, like all this keyword isolation and uh creating the manual campaigns from the automated campaigns. This, I think, alone is like 20-25% of a PPC expert's job because there is always new products, there's always new keywords coming in, and you need to always have that count discussions and checking at the system and everything. Now, we basically emulated it 100%. So everything happens through this automation. Now, in this case, I wouldn't call it specifically AI, but this is like pure automation because it's already clear. Well, you can still decide on how this automation is triggered. And the other thing is like it's always not that easy for a person to, for example, create a campaign and assign just one keyword to that campaign, and then also decide like whether it is an exact or broad and etc. Now, the system can decide on it because when the system sees like uh somebody is looking for a light bulb, but it's 60 watts. Okay, now there's always like I love this example because that's one of our customers, and it's very clear people actually don't search for light bulbs. They search with that specific uh information because there's so many different light bulbs. So it's an exact search. Now, the AI also knows that it's an exact search because looking into the search terms, it's already pretty obvious that that is the search term, and there is no light bulb search term. Maybe even you negate that if that makes any sense. You know, it depends on the context. But the idea here is like the system kind of starts if knows to decide decides like whether it's exact or broad. In some cases, we let the system run the campaigns for some time, and then the ones it's kind of a natural selection process in a way that the ones which are not converting after a day or two, they die. So that's also another way of like, you know, like the way that the system kind of decides. Now, the complexity is huge. Like if you leave it to a manual like do done by a PPC expert, um, well, we still need the PPC expert. Don't get me wrong, we're not getting rid of that PPC expert. But this particular task or day parting, like given that um for a product, there might be a hundred campaigns. And if you want to do day parting and optimize the bits, like we're talking about every day thousands of updates. I mean, who is going to take care of like every single thing? That's why I think AI is not optional, it's like almost like mandatory. It's it's the the core of the business is done by the AI plus your rules. Again, I'm talking about the configurable AI, right? And uh I would talk about the PPC expert and what we think that guy should do, but I hope I at least answer your question for now.
SPEAKER_01:Absolutely. And and I what one thing I I want to clear up is is on on a particular uh single product, what campaigns are would typically be running? Is it an auto, broad, phrase, and exact? Is it is there or does it just depend on the product?
SPEAKER_02:Depends on the product and depends on the uh the success, right? I mean, I think the system, unless it is pre-defined, because in some could categories and some of the search terms immediately end up AI to run the exact campaign, but in some of the other cases, it will make more sense to run these campaigns and then see the results and then kill some of them. You know, like that's what like the AI is doing, uh, which you know is also another possibility as well. Of course, um there is like so many different parameters here, right? Like branded versus non-branded, or is it an awareness or consideration or conversion campaign? Because these are different than like, you know, like one of the big mistakes, right? So people say, oh, ACOS too high on this campaign, kill it. Like, you know, people do this advertising audit. I love it. You know, like the agencies do advertising audits, and then they basically say, This campaign, we need to kill it because it's 10%, it's uh 50% ACOS or something, right? Well, the the question, well, this is an awareness campaign, right? Like the ACOS level versus a kind of a converting campaign might be different, right? So the system kind of looks into all these uh multi-dimensions like uh broad, exact, match, plus, branded, non-branded, plus um where is it like what type of a campaign is that in terms of the marketing funnel, and then decides based on that? It's where it becomes really that's the main complexity because of the multidimensional um decision-making process, it becomes impossible for a human to decide. So, what human does is only decide based on maximum two dimensions, and like we we call that guy like the best PPC expert, but even that guy will ignore some of the other dimensions when deciding on that.
SPEAKER_01:Absolutely, absolutely. You were talking about the different pillars of PPC, and in bid optimization was one. And if if you talk about just a manual way of optimizing an account, you know, you'll you'll click on a manual campaign, there'll be 20 keywords there, and there'll be 10 of them that aren't getting any impressions. And uh let's just use dog bowl as an example, it's not getting any impressions. Amazon suggests that you bid between 75 cents and a dollar, and you ask yourself the question, well, if I could get it for 75 cents, why would I adjust my bid to a dollar? Um and so you make your adjustment and then you come back two weeks later and see if you have any impressions. And so how does how does the tool optimize bids and how does it look at increasing bids or decreasing bids? Because that is kind of a scary thing. You are giving a machine your credit card to go spend money on your behalf. And and so um how does the system work with bid optimization?
SPEAKER_02:Absolutely. So I mean, I agree with you. Um obviously we always think that the best thing here is to combine the PPC expert and the AI agent, right? I mean, I'm not I don't believe the software alone approach. And I would like, I mean, as a guy in the industry, a computer engineer who is like very happy with AI, you know, taking care of a lot of tasks. But I don't believe that if you just let your system to run by AI, you will not go anywhere. First of all, let me explain this one. Because a lot of this, you know, you asked the question of the bid optimization, right? But a lot of these decisions is that are these decisions really depend on your data or the context? Meaning that think about like what can go wrong. Here you go. Like, let's say your competitor is out of stock, and another one just increased the price. As a result of that, now you are selling more, and people are even clicking more to your ads, and the conversion even increased, everything is great. And think about the AI solution. The AI solution will think that, hey, I am doing great. I mean, you are not doing great, it's the context that is doing that's why the uh autonomous car company, that thing, already like you know, companies like Waimo, Google, etc., they spent trillions of dollars and still it's not there yet, right? There is like maybe a couple of years to go, like, but it's trillions of dollars. In the beginning, it was like, hey, in one year, like the autonomous cars will be everywhere. Why? Because the context parameters, now it's the same thing. The context is changing, it's not the same context. And the AI is looking at your data. It's it's hard for AI to know the other contexts unless there is some scraping, etc. Fine. You know, we do, I'm not saying we do it, but we are able to get third-party data and do some ranking-based campaigns because we want to do organic growth, etc. But still, you cannot control all the other parameters around you. Like, even maybe somebody is like creating an attack campaign and reduce the price one dollar below you and attacking you, how do you know? Like if you're the AI system, like you don't know. So, what I'm saying is that's where the PPC expert should. Focus on. We are pretty much taking care of 65% of all the tasks of the can the PPC expert shouldn't be too much focused on the bid optimization on everything, but really focus on that competitive intelligence. Because that's where the differentiator of the PPC expert is from our point of view. When it comes to the bid optimization, again, in the system, it's not like you know, just because you say, hey, spend$10 on this bet, the system can do it, right? Because even the Amazon system doesn't work like that. Like if you spend a lot of, like if you say$10 per bid, but the CPC is$2, like probably you'll end up somewhere spending$2, anyways. But then again, uh the main thing, and by the way, you know, this is an evolving strategy here. And uh the the problem with optimizations is what if like you spend a bit more and you'll be in the top of the search? And what if you are doing uh a suboptimal strategy, meaning that you are suboptimizing the bit, meaning your ACOS is fine, but you're you're in the you're in the third row. And maybe if you put a bit more, you'll be on the first row, and that's where I am very much focused right now, because um I can tell you that is like I don't see any risks today, like even a human as human itself is more risky than the Eva AI tool, and Amazon doesn't allow many things, but you always have a PPC expert, or the system has all types of alerts, like you're not gonna spend like a hundred thousand dollars. There is no way. But uh the main thing that I am focusing on is like even the people, the the PPC specialist or the system always looks into Acos, tacos, C VR, CTR, but kind of ignores what happens if I am on Amazon.com, I search for that keyword, and where am I? Like, where am I exactly? And how can I go maybe on top? Like, because that's not what AI does, okay? It's kind of a different strategy here. Like it's not optimization, it's like I need to bid for that and then get to the top of the search, right? So that's a bit different. That's where we want to, we are focusing our RND right now. Uh we are almost there, but that's a big deal to achieve that.
SPEAKER_01:Absolutely, absolutely. And and I have to say, it's refreshing to hear a company founder that's that's AI driven talk about the human element, uh, and that that as we stand here, it's a necessity. Um you had made the comment on at the beginning of the episode how there's a lot of AI-powered companies, uh, and to people tuning in on audio, I'm doing air quotes here. Uh, but what is that what does that really mean? And I I I would use the example of just just because you give somebody a hammer doesn't mean they can build you a house. And and in in this case, um, you know, uh just having the the hammer being the technology, uh that there need there needs to be the human element as as we stand here talking. And so um we promised to deep dive on PPC, and I think we're delivering. Hi, are there any other uh PPC-related topics that you think would be worth talking about?
SPEAKER_02:I just want to uh emphasize the point of human, right? Like, especially like now, like there's of course the search-based campaigns. I mean, there's also like retargeting and remarketing stuff, but then there's the audience-based campaigns. I mean, when it comes to the audiences and creating the audiences, um again, you need the human element because that is not done automatically. What is automatic is like the Amazon Marketing Cloud or even our system can give you the ideas, but at the end, the human decides like what makes sense uh to bid for when it comes to an audience-based marketing. And that's why, for example, we are also a DSP provider, and uh like uh our customers say, hey, great, the PPC automation is great, we're gonna have this. We understand now our PPC expert can look after, I don't know, instead of um one account, maybe five accounts. What about DSP automation or DSP AI with DSP? And I tell them, like, hey, I think pretty much all the DSP automation uh is kind of like rubbish from my point of view because that's all about remarketing, retargeting stuff, which you can also easily do, which makes sense. But the top the point is, do you really need to buy a tool to do that? And then the real DSP value is generating that audience. For example, you are a peanut butter um like selling, like you're selling peanut butters, and you're targeting the audiences which purchased peanut butter from your competitors four weeks ago, with the assumption that now the peanut butter is kind of like uh you know it's not enough, and like the the the consumer will buy a peanut butter in the next one week, let's assume. Now, this is kind of like the scenario that you generate, and that is where we need human. I mean, we need human to to think about all these differences. That's why the competitive context, I think, is the most like the biggest differentiator of the human. I just want to give another example. What if it makes more sense to give a discount or a strike through price or a coupon or some type of a deal instead of maybe pushing more advertising? Again, that's a human decision. We are building the connection between we are the only company, we have the dynamic pricing module works with advertising, but I still feel like the human can have a better uh decision making uh against the competition when it comes to a decision of maybe I should do a little bit less advertising and maybe I should reduce the price now. I mean, that's kind of a decision of that human. That's why I'm telling the PPC experts now, you need to run like you need to be responsible for pricing and promotion. You cannot just go away with like I I did my best with the ACOS. Well, maybe not. Maybe this tool, this product, price sensitive. Maybe you need to reduce the price a bit. And your ACOS then go down because your conversion rate goes up as a result. That's why that's my recommendation. The PPC expert, now you need to be the pricing and promotion uh expert too. Like you need to combine this because we are doing 65% of all the mundane tasks for you. You don't need to deal with that.
SPEAKER_01:I like I really like that. And in a situation I think a lot of people are in is they'll hire a PPC manager for 20 hours a week, and 18 of those hours are spent spent doing bid optimizations. And and so what we're what we're doing by using technology is is allowing them to work on higher return on investment things. And and that's that's really, really good. Now, hi, the Ava is doesn't just do PPC. There are several more features on the platform. Can you talk about those a little bit?
SPEAKER_02:Absolutely. So thanks for uh you know asking me that question, too. So one of the things that we do really well for more than 10,000 sellers right now is the recovery services. Uh for the uh sellers, uh it means the FBA reimbursements, and we have a uh success uh fee rate of 9%. So basically, whatever we recover, like whenever we recover the funds, we take 9% of it. We also do that for Amazon vendors, uh, which is the vendor funds recovery, which is nothing to do with like FBA, but it's more the financial disputes and kind of um you know raising that again like to Amazon and getting the vendors' money back. So that's kind of a big deal. Uh we also provide like um you know SEO graphic design services for some of the customers. Like the reason why we do that is again, I just want to, you know, like as the AI guy, well, when we work with a company uh or an agency, and uh if like if I don't feel like, for example, the listing is not optimized or graphic design doesn't make sense to me, then I mean the chances to be successful with with advertising is limited, right? Like that's what I said in the beginning. That's why I came up like even yesterday, I was having this huge contract conversation with a supplement brand. And uh at some point I said, you know what, I'm gonna give you the graphic design for free. And like the guy was like super uh excited, like you know, because he thought like the negotiation is done and now I'm giving more. Because I said, I'm gonna give you like a hundred hours of graphic design. And he's like, Are you crazy? Like, why are you doing this? I said, because if I don't do it with this listing, you're gonna fail anyways, and then you're gonna blame me. So, I mean, I'm getting enough money for you from you for the advertising. I'll give this to you because we need at least like all the six, seven agents. We need to do all this um image design, you know, visualization and all that stuff, like brand story, A content. We need to do that. So we need to increase this conversion rate, right? So that's why we have the supplementary services around advertising and recovery, which are the two main things that we focus on. When it comes to advertising, we also believe that there is some good software tools too, but there is no support. So we have this unlimited strategic calls. We assign a dedicated person to every single brand or agency. So even the agency like they got like, why are you assigning it? We say, no, we need to assign you a PPC expert because we need to do this right for you so that you can then go and you know, kind of like do it for your customers better. Or if you work with a brand, the same, they sometimes say, hey, I know enough. And then no, like we need to have this expert for you. So it's a it's a combination of like two things, three things when it comes to advertising, the configurable AI, uh, the unlimited support, and the organic focus, organic growth-focused advertising. This comes like the differentiators of our software plus the people or human approach.
SPEAKER_01:Absolutely. Absolutely. Well, no, good to hear about all the other aspects of Ava. And um you have a special offer for all the firing the man audience. Uh, can you share that?
SPEAKER_02:Sure, yeah. So I think, you know, I'll go for two special offers here, not even one. So the first one is the easy thing, this reimbursements. Let's, you know, like we have the 9% uh commission rate that's already the best in the market. We do it for 10,000 customers, right? But on top of that, I would like to offer an additional$500 that is kind of reimbursed for free, just for them to get the taste of it. And the rest we can handle that. You know, you don't need to do it internally or anybody else with anybody else who is you you pay 20-25%. Uh my second offer is on the advertising side. So up to$10,000 at spend, our platform plus the experices is$499. That covers like a lot of the sellers, but then if you're doing more than that, it still makes sense. But we're gonna give a$500 off on that software services too for anyone who wants to use our um Eva AI platform for advertising.
SPEAKER_01:Outstanding, outstanding. And I'll post links to all that in the show notes. Hi, before we wrap up the show, we have something called the fire round. It's four questions we ask every guest at the end of the episode. Are you ready? Sure. All right, what is your favorite book?
SPEAKER_02:Yeah, so my uh favorite book is The Capital from Thomas Pickett. Very nice.
SPEAKER_01:What are your hobbies?
SPEAKER_02:Um, biggest hobbies are bodybuilding and swimming. I do uh, you know, like I do swim every second day or and order bodybuilding, you know, like weightlifting and things like that.
SPEAKER_01:Very nice. What is one thing you do not miss about working for the man?
SPEAKER_02:Um, you know, it's um I I I just don't miss to report something on a specific time frame, you know, which I don't miss at all. Yeah.
SPEAKER_01:Oh, very good. And and final question what do you think sets apart successful entrepreneurs from those who give up, fail, or never get started?
SPEAKER_02:Um success from my point of view is is there any progression today? Now, if you feel like you are progressing, don't stick like don't uh fixate on some success, some target that you need to achieve. Ignore that. The key point is is there any progression? Because if there is no progression, you need to think twice. There is progression, then forget it. You will progress, you will come, Louis, you will reach any target if you are progressing.
SPEAKER_01:Very nice, very nice. Well, hi, thank you so much for your time today and looking forward to staying in touch.
SPEAKER_02:Thanks, David. Thanks for having me.
