From Full-time Mom to helping Amazon Sellers Advertise | Elizabeth Greene

Episode Summary

In this Prime Talk Podcast Sponsored by GETIDA – Elizabeth Greene - Co-Founder of Junglr - talks about how she went from being a full-time mom to helping Amazon Sellers advertise, also more information about her life's journey. #elizabethgreene #junglr

About Elizabeth Greene of Junglr

Our mission is to develop killer Amazon marketing that fits our client's specific goals and grows their account to new levels. At Junglr we specialize in running and managing PPC campaigns for Amazon sellers.

Visit our website to learn more or you can get started by requesting a free 30min consultation here

Find the Full Episode Below

Yoni Mazor 0:05
Everybody welcome to another episode of our talk today I'm having a special guest that I wanted to have for a long time we have Elizabeth Greene. Elizabeth is a co-founder of the jungle. And the jungle is a leading Amazon advertising agency. So Elizabeth, welcome to the show.

Elizabeth Greene 0:20
Hey, thanks so much for having me. I'm super excited. I've listened to previous episodes you've done with other guests. And so I was excited to get on here too.

Yoni Mazor 0:30
Last night. It's very exciting. Yeah, so today's episode is going to be the story of you the story of Elizabeth, Elizabeth green showed us everything you know, where are you born? Where'd you grow up? What was it like for you to go up as you begin your professional career, station to station until you reach where you are today, especially in the world of E-commerce? So without further ado, let's jump right into it. Let's go. Alright, so where were you born?

Elizabeth Greene 0:53
I was born in South Florida. And for people who don't know the area, I tell them, Fort Lauderdale. For people who do know the area. It's Davie, which is a suburb. It's like, it's probably good. 30 minutes from downtown at least

Yoni Mazor 1:06
30 minutes while going west. Yes. Closer to the Everglades. Yes. Got it. Very cool kid. So Florida growing up and then working environment though you had at home or growing up your parents or what kind of industries were involved with, for example?

Elizabeth Greene 1:19
Yes. So my dad is an interesting character. He's an electrical engineer. And he loves tinkering with things he likes. He worked for a long time for Motorola and ended up down south both of them gurus grew up kind of in the southern states. Florida is Southern, but it's not like Southern. It's a different world from like, your traditional southern states. But yeah, so they moved on there.

Elizabeth Greene 1:49
So he likes finding out about problems. His favorite thing is like he said, Give me a problem. And don't tell me the solution told me the problem. And I liked he liked finding the solution. So I like to tell a funny story. I had a friend for a sleepover once and they walked in it. My dad is sitting at the kitchen table with a device with electrodes hooked up to his head to the device.

Elizabeth Greene 2:12
And this is normal for me. This is not weird. So my friend was like, what are you doing? And he's like, Oh, I'm measuring my brainwaves. And she was like, oh, and then, later on, we're conversing. And she's like, Wait, he's serious. I'm like, yeah, she's measuring brainwaves like this is? So um, I grew up with that. My mom stayed at home. And there were six of us kids. And we were home-schooled. So it was a very large, very tight-knit family. So yeah, good environment,

Yoni Mazor 2:42
At home school. So what's the philosophy behind that? You didn't go to public school.

Elizabeth Greene 2:48
I went to private school for half an hour once when my mom was pregnant, and she got bad morning sickness. So we went there and then we tried out another school. It just didn't work out so well. So we went back to home-schooling the South Florida home-schooling community is huge. So although like still technically a home-schooling, we had dances, we had prom, and we played sports. There's a whole like South Florida, like home-school sports league that competes with other private schools and stuff. It's pretty cool.

Yoni Mazor 3:21
And then realize it's so robust. Okay, so you graduate high school this way and are home-schooled throughout. Yep. It's very new, very new. Okay, so also why growing up, did you have any kind of entrepreneurial endeavors and you know, selling lemonade, or making $1 or two for yourself or anything like that?

Elizabeth Greene 3:38
No, none whatsoever. So I count my upbringing and my Home-schooling with my, I want to say ability. I don't want to sound arrogant, but I've always had a knack for being able to find information and being able to compile information. Because with a lot of the home-schooling, it was like, literally when I was in high school, my mom sat down, she's like, alright, we need to do the curriculum, like I'm going to help you, I'm going to have you help me plan the curriculum.

Elizabeth Greene 4:11
So I went through, I was like, Alright, I want to do this, okay, we need math, let's find the math. And so a lot of it was very self-directed learning, which is consequently actually, I'm home-schooling my kids. And I'm wanting to impart that like self-directed learning to them because I think it's a huge asset. I always say like, being able to learn how to learn, I think puts most people far and I feel like most entrepreneurs are very, like lifelong learners. And I credit that starting.

Elizabeth Greene 4:43
When I was in school, I mean, like, random stuff, like my mom got a VHS tape of how to code HTML. And so like literally like sitting down watching VHS and taking notes and then like going to the computer. I never did anything with that and I wish I would have gotten farther than that. Like, you know that one VHS tape, I probably could have asked her like, hey, can we do this? And she would have bought it for me. So like, just things like that. I was like, interesting. Oh, let me figure this out. Let me test this. Let me try

Yoni Mazor 5:13
Investigative, investigative quality. Yeah, you're very good at your natural curiosity. And everybody Oh, boy, even more importantly, though, you're able to get that piece of information that will make sense to you. And you keep pulling out that thread, and you get to other dimensions. And that's the learning experience. And that makes you, you know, more advanced, you know, it's more important later on in life and the professional world. Just keep on solving challenges and problems to your organization's your client's needs and things of that nature. But you also mentioned you are six kids, the family.

Elizabeth Greene 5:41
Yeah, yeah. So I'm the oldest, there are six of us. Four girls, two boys,

Yoni Mazor 5:48
Four girls and two boys were the opposite. For boys and two girls on my set. I'm also six kids so interesting, almost like a mirror. In a different universe. Like you're pretty cool. All right. So you graduate high school, you have an investigative kind of quality is good with you know, finding information and then self-learning and things of that nature. Did you go to college or university? Or Oh, no.

Elizabeth Greene 6:08
So it did start college. So everyone always asks you growing up, what do you want to be when you grow up? What do you want to do? And it's not in vogue, to say I want to be a wife and a mom, as a woman who gets it a little bit. But honestly, that's what I wanted. I liked the dynamic. I grew up in a very traditional Christian household. And we had an amazing childhood. And I liked that my mom was President all the time, and my dad supported us, thankfully, he had a good enough job to be able to do that. And that's what I wanted. But if you tell me what I like, that's all you aspire to. And so I would say like,

Yoni Mazor 6:47
Those are elements. So for you is because of the coziness, the warmth, the love, I feel like what's better than that kind of thing, or like, I'll settle for that. What's the Yeah, so

Elizabeth Greene 6:56
That’s what I wanted. I wanted to be a mother and I wanted to be able, I wanted to be able to home-school my kids actually, that's something I decided before me and my husband got married or even met. And so, but with that, I didn't want to be the woman that's sitting around waiting for a husband. I didn't know when that would come to turn out for me. I came sooner rather than later.

Elizabeth Greene 7:18
But I didn't want to just okay, I'll like I'll wait for that to happen. So I didn't I just start going to college. I was going to get a degree in teaching was going to figure like, I liked kids and made sense, you know, get a degree in teaching. Yeah, started college and started going for a degree in teaching, you know, like, I was like, Alright, I want to have kids make sense for me. And so I didn't plan on meeting my husband, honestly. I was single, I took a road trip with a friend to meet her brother in Georgia. So this is around the Fort Benning area. So in Columbus, Georgia, they ran a paintball field on 100 acres, randomly enough. And her brother works with her his cousin, which is now my husband. So we both weren't looking for anyone but met each other on the road check for me like, Hey, I like you. I'm interested. And so that just kind of blossomed from there. I also

Yoni Mazor 8:23
You also mentioned that he comes from a very entrepreneurial, entrepreneurial family background. So in a nutshell, what kind of industries are environments where they're doing all the above? So when I met them, you married Warren Buffett, the grandson was on.

Elizabeth Greene 8:37
Dave just tried just about everything. So before they moved up to Georgia, it was supposed to be their retirement. It didn't officially become that because his family is very hard like, they can't do anything. So they had gone up there. They had sold some businesses in the area we live in now which is Ocala. It's like central Florida just south of Gainesville. But they had some businesses here, sold them moved up there bought a gorgeous 100 acres. I'm talking about moving fast.

Elizabeth Greene 9:09
They're like hey, let's go look. So they went up and they found the property and fell in love with it. And like I think made an offer that day and just started to move out there. So when I met him, they were running a paintball field and that was their business. Previously, they had like aluminum in Construction Company. They sold cars they sold, they've sold sheds, before my husband was born. I think my in-laws like ran a pet store run a truck stop I mean, like, you name it, they've probably tried it. No

Yoni Mazor 9:43
So like they you know, they have the confidence to try things and then try to you know, explore and develop businesses. It's, it's pretty cool. Okay, so let's go back to their narrative. It took a few semesters you will meet your husband, get married, and so kind of life begins. And I guess you had a few kids but then I want to and I guess the one-stop also slapped the years on it. So what was the year where you started to begin your, I guess professional career slash Amazon or E-commerce career? What what’s the evolution there?

Elizabeth Greene 10:12
I don't remember the date ranges. So that did not start until once 2018. I think we started looking at Amazon 2007 teen

Yoni Mazor 10:26
Is. Are looking at Amazon, many of you and your husbands. Are you in the front? And what was the

Elizabeth Greene 10:31
Yes, some of my husbands. So got married, and had quite a few kids. And

Yoni Mazor 10:37
If you want to share six, you already have six children. Wow, congratulations. Beautiful. Okay, good. I have three I'm expecting hopefully one more. So I'm trying to catch up with I guess six children and then 2017. You and your husband? What happens?

Elizabeth Greene 10:52
Yes. So he's always worked with the family business, which is amazing. When we got married, he ran paintball, which is awesome. It's a weekend gig. So you work throughout the week. But you know, it's very, very flexible. And then you have weekends.

Elizabeth Greene 11:06
And I helped him like, run the counter there. And you know, just kind of, I've always been like a facilitator. So I like helping them if you can, if you need help with something, calling someone doing something Sure. Like, you know, I just helped out with stuff.

Elizabeth Greene 11:18
Never any official capacity is just as like, hey, you know, I helped a family. And so when we moved back to Ocala, he, for the first time went out and got a regular job, which is like what everyone does, like everyone goes out, you work and come home. And I was like, well, this sucks. Like you're gone. For the first couple of years of our marriage, it was very much intertwined. So we were always kind of like looking to get back there. Whenever that would happen. You know, we weren't sure we didn't we're sure what that looks like, heard about Amazon. And we're like, oh, this seems like a great opportunity here. But

Yoni Mazor 11:53
Amazon I wonder.

Elizabeth Greene 11:56
I don't know my husband probably heard it from a friend. And I looked up the YouTube video and kind of got into it. So we started, you know, like said I want to say it was 2017 or 18 years kind of a blur. But yeah, that was I think crapping it was before. That's right. That was before I had the twins. Some point. I was pregnant a lot.

Yoni Mazor 12:21
So what was the first move? First, move you guys made on Amazon? What do you do?

Elizabeth Greene 12:28
Yeah, so just retail arbitrage. I'm going to stores. So I'm like, hey, let's drag all the kids and let's scan stuff and see what we can sell sold a couple of things. I say we got into it, how nobody should get into it. It wasn't like, Hey, we're going to treat this like a business that was like, Hey, here's a side gig. Like, let's try a couple of things and see if it works. Retail arbitrage you definitely can kind of do that.

Elizabeth Greene 12:49
So that kind of got us familiar with the platform. And then as far as after that we're like, okay, so private label sounds great. So you know, talking to some, and you want to say like, I think we may be broke even again, it was like, Hey, let's try this thing. Let's sort of see if it works. And we didn't have as much capital to invest as we needed to

Yoni Mazor 13:10
So Long Island, were you doing retail arbitrage until you start private label a few weeks, three months, a year?

Elizabeth Greene 13:17
I would say a couple of months. Okay, that when we started getting into it, you know, like, at that point, it wasn't like a complete goldmine. Like, you still definitely can make it work. And I still think there are I mean, there are people who still make retail arbitrage work. But it's becoming like harder and harder. And so we didn't get into it, I would say when like everything was super booming, and I think a lot of people were figuring out and then again, we didn't have the capital, we would need to like invest in it. I think we. Yeah, so like I said, it was kind of like, hey, let's try this out.

Elizabeth Greene 13:51
And you know, it kind of worked, but it didn't. And then we had more kids. And then I don't remember I think that was in between my number four and then the twins. So I have twin boys, who are three and a half now. Somewhere in between there. We, I think that wound down also because of kids and things. And then we started hearing about more and more people needing help with ads. So again, this was like 2018-19 when we started getting into like, delving into the ads more.

Elizabeth Greene 14:26
And yeah, so and then I delved in more than he did one cut I didn't have a lot of extra time. But you can watch videos and you can listen to pieces of training while you fold laundry and do dishes. And he was at the job site all day. His father, my father-in-law is a general contractor in Florida. So he was helping him on this construction and so with

Yoni Mazor 14:50
The job that he had before he kind of fit off into helping, you know, the construction

Elizabeth Greene 14:54
Company. Yeah, so then he jumped back into the family business. It's on me because it does provide a lot of flexibility. It's great working with a family, my in-laws are amazing. So that's good. I lucked out there. So yeah, that's, that's kind of what he was doing. And so he was like, alright, we know we should try pushing more on this adds thing. And I was like, great, you know, I guess all figured out. I think it'd be a perfectly frank conversation when we started to officially like, Okay, we're going to treat this as a business, you know, we're going to get official with it.

Elizabeth Greene 15:29
The conversation was because I was always the facilitator. I was always the one like, behind the scenes, like he says, Go and I'm like, Alright, let's go. So he said, like, hey, we need to do this, I distinctly remember him coming home and saying, Okay, we need to, like officially do this, as we should, you know, get the LLC do the thing, make a website, like, we need to make this official. And I remember saying, I can't, I can't, it's terrifying. Because

Yoni Mazor 15:54
This stuff is on you. It's

Elizabeth Greene 15:56
On me. And I said I'm spending other people's money. And it's if I don't do a good and terrifying job. Like, I don't think I could do it. And he said, No, we need to do it. And I said, Fine. Okay,

Yoni Mazor 16:08
Let’s step back a little bit. So let's get the context in place. So he's in new construction, you just, you know, in between pregnancies and having the twins, you their arbitrage by you doing private label, you can feel you could do more, but it's more of a thing of capital, you don't have enough capital to invest.

Yoni Mazor 16:24
But you are confident enough, that you can understand the data component properly, especially on the PPC and advertising side of things. And if with the right, you know, sellers or brands you can partner with would they have the ambition, they have the capital, they have the resources they need, but they're like the resources of know how to engage in managing and PPC and advertising. That is the opportunity that you saw in front of you. That was kind of the main ingredients.

Elizabeth Greene 16:48
Yeah, so I started, I started, you know, working on accounts digging into the data and like, okay, like, this makes sense. Like, I can make sense of this, like looking at the reports. I say like, so. Amazon ads are, I think a lot of pay per click in general, and it’s enough marriage of like, so hard data. So science mixed with a bit of art, like kind of coming up with strategies like knowing who to target like, Okay, I want to rank for this keyword, can I ace and target all of the products that are ranked on this keyword?

Elizabeth Greene 17:20
How does that influence and you're able to, like, it's fun? I mean, at this point, I can say it's fun when I was looking at making it an official thing. And like, Alright, I'm going to offer this service, and I'm going to call myself qualified to offer this service. I guess that was the part where I was like, I feel like I'm obviously confident and now like, I mean, we're getting good results. And I, I'm, at this point, I can say like, I know my stuff, you know, put me up against anyone I know myself. At that point, I guess it was terrifying to at least say like, Hey, I'm qualified to run this for you. And I don't think it's because I lacked the ability or I lacked confidence.

Yoni Mazor 17:59
Okay, so in 2019 you have the discussion, you need a little bit of a push for the leap of faith. Yes, you can take that responsibility, you're going to own it, you're going to spend on the other organization's money and people's money to create success, not because it's a UN spending business you and revenue generation business and hopefully profitable. So what are the baby steps you took? Or what was the evolution of the jungle as we know it today?

Elizabeth Greene 18:21
Yeah, definitely. Um, so it started out being helpful. In Facebook groups, I mean, for me, it's been like a very much a learning experience on all ends, you know, deciding like how to market yourself, how does your confident how to talk to potential clients, like I don't come from a corporate world, I don't come from any of those worlds. So in some ways, I think it served me well. Because like, my marketing strategy is just to be helpful to people I find the more helpful I am, the more it seems to come back and forth in multiple ways. So that's just how I started was like, Hey, let me help you out.

Elizabeth Greene 19:01
And there's been a lot of accounts where I'm like, hey, I want to ask you to like, let me audit like I don't, or if you ask a question, I don't need to jump in and say like, Hey, let me run your ads. It's like, oh, hey, I know the answer to that question. And oftentimes, that would come back of like, Hey, I've been struggling with this. Like, I've had other accounts that ended up being clients where it's like, I've just been helpful for months on end, you know, maybe they'll ask a question here or there and like, cool, I happen to know that if I know the answer, and it takes me two minutes to give you the answer. I see no issue with me just like sending you that message. So that's kind of where it started was grassroots and then grow from there.

Yoni Mazor 19:39
Got it. So, you know, give us challenges or milestones for jungle along the years, maybe a case study success story of something was so Wow. Did you like that?

Elizabeth Greene 19:50
Yeah, I mean, there there's been a lot so for me. I think the most growing experience has been growing the team recently. So that's kind of what I'm focused on. Currently, I'm still in accounts, I still feel like, at some point I like I just like, I've had a couple of times where I'm like out of accounts, and I'm like, I want to test this, or I want to do this, or I want to look at this. And so I'm still kind of in it. And I feel that gives me an ability just to speak to, you know, people are asking questions like, Hey, I know the answer. I know that beta, I know, you know, kind of what's going on with that, for allowing to get insights into that.

Elizabeth Greene 20:27
So milestones, I mean we've signed several accounts and had, you know, great success with those, I enjoy partnering with clients who know their stuff and just are missing the ad piece. Because like, the more competitive Amazon becomes, I find, the more savvy sellers have to become. So you know, a smaller account might say, like, hey, my cost is this, in general, larger clients are going, Hey, what is this product doing? How is this doing? They're looking at their account in very, very specific ways.

Elizabeth Greene 21:00
Which is amazing. And that's honestly, like, the better you know that your numbers, the more you understand it, the more you know, you're going to succeed overall, because I always say like, the truth is the truth, regardless if you are actually like confronting it or not. So the sellers who are like actually confronting, like, Oh, I'm profitable here, I'm not. And then just looking for that ad piece.

Elizabeth Greene 21:22
So say, Hey, I'm more profitable here, can we push harder and less profitable here? So can we pull back and you know, then just giving us those directives, and OS like acting on them, has been, I mean, it's a challenge, because the clients were looking like that, like, they're looking at every piece of their accounts. So you better have it on point, which has been a great learning and growing experience for us, like we always managed accounts well, but having to get, like, so specific with what we're doing, has created a lot of good growth for clients. But also, you know, just we have to be good at what we do.

Elizabeth Greene 21:54
We've, some of the other things we've done are we've signed, we ended up signing quite a few clothing brands within a short time, which has been, I would say, a learning experience, for sure. We're doing well with them now. And you know, we've been growing those accounts continuously, but clothing creates its challenges just due to how many stews in size variations and color variations.

Elizabeth Greene 22:19
And so then having to you know, dig into accounts and being able to grow, especially with clients that, again, these are very savvy sellers. So they're looking at things like on a listing level, like how is this product grouping, doing? How is this product group been doing, and Our having to build strategies out to be very specific, and an account that's so big, has been great. So now when I have a seller comes to me, like, oh, I have like, you know, 100, we got 50 products, I'm like, we've done 1000, like we're

Yoni Mazor 22:49
So the scale, you're able to manage more skill on your local level, or complexity to their current level with all these variations and 1000s of SK use, and you're building the right strategy for advertising. So there's no wasteful spending, and it's all calibrated properly. So that's interesting, you know, milestones to reach, and you have more of a large spectrum of categories, they can fulfill your duties, and then do well and perform. I want to talk for a minute, you know, today we're recording this in 2022.

Yoni Mazor 23:16
We started you know, you enter the game around 2017 to 18. Are you I guess we're drawn into the advertising and data side of things and your investigative spirit. Want you to touch for a moment where advertising was and where is it today? What's our delta? What's the gap? A little bit of that evolution as far as you understand or perceive it in layman's terms as much as possible?

Elizabeth Greene 23:39
Yes. So I think one of the bigger updates that we saw, when we were starting to like get serious with what we were doing was the targeting types being split in the autos. And if you remember, like back, there's been 1,000,010 updates. Since then, like sponsored brands, video ads have come out. More like unsaved builds out to sponsor display ads, product targeting, and sponsor display ads.

Elizabeth Greene 24:09
So what we're finding now is there are more options to appear on the platform, there are more places you can appear on the platform, and there are more targets that you can like hone in on the platform, which is amazing. So somebody who is like really savvy and like oh, we can you know, these work well on this ad type and these work on these ad types. And we're going to push here and there. You have more incremental control than ever before.

Elizabeth Greene 24:35
That can be daunting for new sellers getting in and like I don't know what to do because before you know we can run auto and then we take what works in the auto and we simulate some manual and we call it good. Now that strategy, I would say it's completely outdated and you're going to probably waste a lot of money and leave a lot on the table.

Yoni Mazor 24:56
So sound like you know back in the old days four or five years ago simple mechanism. It's like a fast food restaurant with a menu of burger fries and a coke. Everybody's happy and it's kind of working and doing its own thing. But now today, it's more likely come in the menu is much more robust, much more pay-to-play. Instead of just having the regular burger fries and soda, you have health checks, and you have a steak and chicken, vegan and all that good stuff.

Yoni Mazor 25:25
And you got to kind of find yourself and the variety of things that what gives you a good experience and the experience being a good ROI, return investment, every dollar you put into their towards, you know, catching the attention of Amazon shoppers and consumers on the platform. It's done in the right way. Because if you're just you know, a PPC ad, it's a keyword.

Yoni Mazor 25:46
Pretty straightforward. But you mentioned also the display ads, and things of that nature wary, then you're you know, like I said earlier, there's science into it, but also a little bit of art, that creates that is also something you need to be attentive of. And also maybe I don't know, if you get involved with ABX testing, we try to try all these different options in terms of, especially when involves a creative component looking like a video ad or something, right?

Elizabeth Greene 26:07
Yeah, definitely. Um, so, unfortunately, there's no like, that's a question that we often batted around with your likes kind of fellow people who are running ads at scale. Other agencies are like, how do you AV test video ads? How do you a B test headlines and creativity? Because I mean that there are some amazing options when it comes to listings, right? I mean, you can run those AV tests, and you can get very definitive data on which one works best. With ads, there's no clean way of doing it.

Elizabeth Greene 26:36
So basically, we got to do the best we can. And kind of the way that we do it, and kind of the way that because the two different options would be to run one, see what works, pause that one, and run the other one. The only difficulty there is that the Amazon platform has kind of nuances and that new campaigns don't always perform as well as old campaigns. So you may have like those initial fluctuations, so at that point, one for like a month and then test the other one for a month. But then you're waiting, what if you have a couple of creative, like three months to get those tests back? That's not great. Um, so what we do at this point is we just kind of run we run the ads in tandem

Yoni Mazor 27:22
lips, I decide what the budget is saying, let's run the ball better on both horses, split the budget, and see over time what a proposal performs better if they both perform well, I guess it's good, you have two winners, if you have one winner, you recalibrate the chips and run with that it's good.

Yoni Mazor 27:39
It's good to see all that nuance event and then science and put all together that's kind of a synopsis, of the evolution of advertising. Okay, so this is where we're at today. And looking into the future. Where do you see all of this going? What should the sellers be aware of? What's the right mindset for them to have?

Elizabeth Greene 27:55
Yeah, I would say going forward, it's going to be a lot of data. So that's what we've seen continuously. These last couple of updates is we're getting more ad creative. They're putting more like placements in video ads. Coming down the pike, I have no idea of the timeline. But we should also be getting like videos and sponsored display ads so the ability to do creative is being maximized. And I think that speaks to Amazon wanting to grow as a platform that hosts brands. So, one thing that has been difficult for even a lot of larger brands getting into the platform has been Okay, great.

Elizabeth Greene 28:31
We have this gorgeous brand that has recognition, how do we bring that to Amazon and not completely lose, the kind of who we are and the essence of our brand? So Amazon is giving us more creative, you know, a storefront and the ability to like follow brands and posts and you know, all those good things, the ability to like, you know, email people who are following your brand on your store page. So what we're seeing is them trying as much as they can within the realm looks like okay, this is still very much Amazon, but allowing brands to get more creative. So I think that aspect is going to continuously play out.

Elizabeth Greene 29:07
But the other thing we've seen is just a lot more data. So we have access, like the search query, in brand new analytics came out I mean, that has like, as far as my world, everyone kind of went crazy for that. Because it's like the first party, which is never before available. We have things like brand analytics inside of the ad console that before brands would say like hey, how am I doing? Versus my category? Like, am I converting well, what's my conversion rate versus my category? And before it's like well, unless you want to do little black hat tactics and pay for something which, to be frank, I don't even know what channels you would go through for that.

Elizabeth Greene 29:45
There was very little you could glean off of that worn out there. So you can go into the ad Console, go to brand analytics and look at your category and say this is what I'm converting versus, you know, the average in my category which is huge. So I'm just seeing a lot more reporting coming out. Now they have its beta report they release for sponsored brand ads.

Elizabeth Greene 30:08
So for the longest time, we were asking, like, what is my product performance instead of sponsor brand ads, we could get a breakdown in sponsored product ads, we can get a breakdown in sponsored display ads, but we did not have a breakout for sponsored brand ads. And that's been something that a lot of people who are just trying to make sense of numbers have been asking for the longest time and now we have an entire report, you know, as if I want to say was everything I keep saying I think it was a couple of weeks ago, maybe a week ago, like it's like every single week, all these

Yoni Mazor 30:37
years, it's like a wild day, you know, it's a wild day, because once you get sucked into this ecosystem, and you know, eCommerce, Amazon University, just, it just, it's a hell of a ride and things are so hyper dynamic keeps on moving, it's like one long day, but you forget what you have for breakfast, you know, that's kind of a good atmosphere. Okay, so as far as I can see that there's more data, more touch points, more KPIs more consideration of things, and more analytics complexities, which is good news and bad news.

Yoni Mazor 31:06
The bad news is complex. The good news is once you are entangled, in this complexity, you're able to make better-educated decisions and perform much, much better. But that's kind of the challenge that we're jungle and in the organization itself, we're going to try to you know, try to solve and, and in bringing that value out there to the brands and sellers that selling on Amazon.

Yoni Mazor 31:25
Okay, I want to start packaging the episode and we'll see what we got so far. So born and raised in Florida. And then you were home-schooled, you're you know, you're the first out of six children, very tiny family home-school, your mother was always around. And then you finished high school and then you want to go to college, you went to a few semesters. And along the way, you met your husband and you got married and you right away, you know what you wanted, what you wanted to you know, tiny family children had already six, God bless you for that. And then your husband was kind of, you know, trying out other things you had the farm where the there was a dad the pinball business going on, but also tried to kind of corporate jobs wasn't really feeling it wasn't getting, you know, the happiness that he wanted, and you guys open drivers out there to see what's going on, you heard from a friend.

Yoni Mazor 32:15
And Amazon is an option to kind of, you know, get into on business and do things independently, you guys try it out, you start with the retail arbitrage you go to storage, flip things around, just a goodbye to getting make some more income. And then along the way, a few months later, you realize you can also do private label you did that you can send more the complexity, especially more on the advertising side.

Yoni Mazor 32:35
Because when you're a private label that's ever you know, advertising matters. When you do retail arbitrage, you will need that calibration because you're lifting getting a lift on the demand of these bigger brands. But okay, so you move into that, and then your husband eventually settles, you know, to work with family and construction business. And then you kind of realize that, you know, with your investigative nature, you are being able to explore data, finding data and info and making an educated decision based on those. It's up to you to bring that value to you know, the industry, the community, the sales community.

Yoni Mazor 33:08
So you open up a business, your business, you don't open a display as you know, you go to Main Street is your retail store is here, all the mannequins now your mannequins will bringing value in the digital form you go to, you know, communities and Facebook groups and things of that nature, just put yourself out there help as much as possible, that built up the relationship and whenever the relationship makes sense to kind of partner together and you helping them out as a client that materializes itself. And then over the years, we're able to bring, bring more results in more categories, more complexities. And that's kind of where we are today with the jungle. Solving, you know, the advertising challenges for the brands out there on Amazon, that we got. We got everything correctly so far.

Elizabeth Greene 33:47
I think so I think so. Very good.

Yoni Mazor 33:50
Very good. So thank you so much for sharing that. It's been fascinating. I appreciate that we get and I want to kind of close up the episode with two points. The first will be is if somebody wants to kind of reach out and connect, where can they find you? And the last thing will be it was it what is your message of hope and inspiration for entrepreneurs listening out there?

Elizabeth Greene 34:04
Yeah, definitely. So I would say if you want to reach out, so if you want to just learn my brain on ads, like you're just like, hey, I just want to like see what you're thinking about. LinkedIn is the best place to follow me. I put most content out there. And then if you want to be like, hey, interested in working with us, if you go to our website, which is jungle JUN, you'll be able to form there's a phone form at the bottom.

Elizabeth Greene 34:29
So I'm still doing indexing talk to me. And we'll just see if we can help out. And then as far as inspiration goes, I would say like there's still for people who are okay with digging into numbers. Um, so I say in today's market, you'd like you to need to know your numbers. I wouldn't go about it Willy nilly. napkin math is great when you're starting, but you really should know very incrementally like what you're doing, mostly because it affects your bottom line and profits. So if you're not paying attention, like if your category gets switched and like your, what you're paying for fulfillment switches, you know, like that can create issues.

Elizabeth Greene 35:08
And so if you're not keeping up with what you're doing, that can create, again, problems down the road, which you all help fix. But you know if you can avoid them altogether, that would be great. So I would say if you are okay with knowing your numbers, there's still a place for you on Amazon because there are enough larger brands that just haven't, they don't put the love and the effort into every single one of their products, because they're so big, they just can't. So there are still places I'm still launching products for clients all the time that are killing it in categories that you know, can be pretty aggressive.

Elizabeth Greene 35:42
So I would say as long as you are willing to put in the effort, there is still I mean, there's still a definite place for you to grow on Amazon. Amazon is more competitive than it's ever been. But it's also larger than has ever been

Yoni Mazor 35:55
Loving. As long as you want to put in the effort, you'll find success. So keep your focus data-driven, focused on the math focused on how work is a place for you to do it. You should do it. Beautiful stuff. Okay, Elizabeth, thank you so much again for sharing and joining us today. Appreciate your time I hope everybody else enjoyed it, stay safe and healthy. Till next time.