Isaac Gross of IGPPC On How to Effectively Leverage The Power of PPC to Dramatically Increase Amazon Sales
…Number one is proper keyword research. It’s crucial to understand your product deeply and ensure you’ve conducted thorough keyword research, identifying the main keywords that drive sales to your competitors. Next, ensure you have an optimal bid. Don’t bid excessively high or too low, as you won’t get impressions. Aim to find a bid within the range of Amazon’s suggested bid and use that as a starting point.
I had the pleasure of talking to Isaac Gross, of IGPPC. Isaac, a Brooklyn native and the eldest of nine siblings, embodies the spirit of resilience and innovation. Born and raised in the vibrant neighborhood of Williamsburg, Isaac’s early life was steeped in the traditions and rigorous study of Judaic texts. His formative years were spent in Yeshiva, where the focus was on Talmudic studies, far removed from the world of entrepreneurship that would later define his career.
Despite the absence of early business influences, Isaac’s energetic disposition and visionary outlook laid the groundwork for his future endeavors. At the age of 18, his journey took him to Jerusalem, Israel, for a year of learning that he fondly recalls as the pinnacle of his childhood. This period marked a series of pivotal life milestones: engagement, marriage at 19, and fatherhood by 20.
Transitioning into adulthood, Isaac’s curiosity and business acumen began to shine. While continuing his religious studies, he immersed himself in the burgeoning world of podcasts, particularly those focusing on business. This self-education sparked an interest in the Amazon private label business model, a venture that Isaac pursued with remarkable success. His initial foray into the Amazon marketplace, coinciding with the first Prime Day, saw immediate success, propelling him further into the e-commerce sphere.
However, Isaac’s journey was not without its setbacks. A significant loss in a backpack line venture served as a critical learning point, prompting a strategic pivot. His expertise in Pay-Per-Click (PPC) advertising, coupled with his innate ability to network and learn from successful entrepreneurs, laid the foundation for his next venture. Isaac recognized the limitations of traditional agencies and saw an opportunity to offer a more personalized, high-quality service.
With a focus on delivering exceptional results and leveraging his in-depth understanding of Amazon’s platform, Isaac embarked on creating a “white glove” agency. This approach emphasized hiring experienced professionals and providing a level of service and attention unmatched in the industry. His commitment to excellence and client satisfaction has positioned his agency as a leader in Amazon PPC management.
Beyond his professional achievements, Isaac credits his wife as the cornerstone of his success. Her unwavering support and encouragement have been instrumental in navigating the challenges and risks inherent in entrepreneurship. Together, they have embraced the ethos of continuous improvement and resilience.
As a visionary entrepreneur, Isaac is passionate about fostering business literacy and financial independence. He advocates for providing support and guidance to aspiring entrepreneurs, underscoring the transformative impact of encouragement and practical knowledge.
For those interested in following Isaac’s work or engaging his services, he can be reached through his website, IGPPC.com, where he offers free audits for Amazon PPC. Additionally, Isaac maintains an active presence on LinkedIn and Twitter, sharing insights and connecting with the broader business community.
Isaac Gross’s journey from the classrooms of Yeshiva to the forefront of e-commerce innovation exemplifies the transformative potential of vision, hard work, and a supportive community. His story serves as an inspiration to aspiring entrepreneurs and a reminder of the impact one individual can have on the world of business and beyond.
Hi, Isaac. It’s so nice to meet you. Before we dive in, our readers would love to learn about your personal origin story and your background. Can you share the story of your childhood and how you grew up?
Isaac: Okay, so it’s a pleasure to meet you, Yitzi. Thank you for having me here. Honestly, my childhood was nothing exciting or out of the ordinary. I’m the oldest of nine, born and raised in Brooklyn, New York, in Williamsburg. I went to school just like every child and have very good memories from my childhood. Then I went to Yeshiva, where I was basically immersed in Judaic studies all day, learning the Talmud. There was no place for entrepreneurship when I was a child or even a teenager. I spent all day in Yeshiva. I was always energetic and had big visions. When I was 18 years old, I went to learn in Israel, in Jerusalem, for a year, which was probably the best year of my childhood. That’s when I got engaged at 18, learned there for a year, got married at 19, and had a child at 20. So, that’s basically my childhood in a nutshell until I had my own child when I was 20. Nothing that I could really think of was out of the ordinary.
I understand that you have a successful business now. Can you share this story of how that started and how you built it from an idea to what it is today?
Isaac: Yes, okay. So, when I got married and had a child, my wife was still working, and I went back to studying the Talmud and Halacha, which was around 12 years ago. That was when podcasts were starting to become very popular. I loved it because I walked a lot and drove every day, listening to audio podcasts. I listened to everything about business because, even while studying, I was very business-minded. I knew I wanted to have a big business one day and had a big vision. Around 2014 or 2015, the Amazon private label business model started gaining traction. It became easy to order products from China and send them directly to Amazon FBA, turning the traditional inventory business into a digital one. You could run a business from your laptop, bringing in tens of containers every year without needing to physically touch the products, except for the samples. Amazon’s FBA system pioneered this model for online brands. Some friends of mine were successful in bringing products from China to Amazon, so I decided to give it a try. I brought in my first product two weeks before the first Prime Day without knowing much about Amazon. It was a travel accessory that I bought for between $1 and $1.50 and sold for $19.99, making over $11 per unit. The product took off from there, especially on Prime Day, which was a new event at the time. This success led me to bring in more products to Amazon. I immersed myself in everything about Amazon, joining every podcast and mastermind I could find, and I still listen to about five hours of content a week to stay informed. This was all done as a side hustle while I continued my studies, and it turned out to be quite profitable.
Then I introduced a product line that ended up being a significant financial loss for us. I had this idea for a backpack line that ultimately didn’t resonate with consumers, resulting in a loss of several hundred thousand dollars. That’s when I realized I needed to start something new, something fresh — I needed a reset. Around the same time, a few people mentioned to me, “Isaac, you know PPC (Pay-Per-Click) so well.” My nature as a talkative person and an effective networker has always led me to engage in conversations about Amazon. I’ve never hesitated to reach out to the most successful sellers, whether through cold calls or just approaching them to ask what contributed to their success and if there was anything I could learn from them.
It’s important to note that most successful people are more than willing to share their knowledge. There’s a profound satisfaction in being able to help someone, not just by giving them money but by teaching them skills that can sustain them. Most successful entrepreneurs are happy to share their wisdom. The key is to show genuine appreciation for their advice, acknowledging their busy schedules and how much their help means to you. This approach has always worked for me, both in seeking advice and now, when others come to me with questions.
Because of my active participation in groups, masterminds, and networking events focused on Amazon, people knew I had a deep understanding of Amazon’s platform. Within a short span of one to two weeks, a couple of people approached me for help with their PPC. They had tried working with five different agencies but felt like just another number in a system that didn’t truly care about their success. The problem with many agencies is their business model, which prioritizes minimizing time spent on each account to manage more clients, ultimately compromising the quality of service. Especially in PPC, where clients might spend anywhere from $10,000 to $1 million a month, there’s a clear preference for someone who can deeply understand their products and keywords and invest genuine effort into their business.
After hearing these concerns and being in a transitional phase myself, having just experienced a significant loss with one brand, I considered the possibility of starting a new brand. This was when I started to seriously contemplate offering my PPC expertise to others, recognizing an opportunity to apply my knowledge and skills in a new direction.
And so, I decided to help two people with their PPC, and after just a few weeks, I was amazed to see the significant difference in performance compared to what other agencies were offering. They weren’t even covering the basics. This realization came because I had the time and comprehensive understanding of the Amazon platform, allowing me to fully commit to these accounts. However, I also understood the limitations from an agency’s perspective. The owner, who likely has a deep understanding of the business, doesn’t have the capacity to personally manage each account, leading them to rely on a team.
This experience led me to consider how I could create an agency that differed from the rest. The key challenge was finding a way to ensure the agency could offer high-quality, personalized service and still be scalable. I saw a clear opportunity here: to hire experienced professionals rather than relying on virtual assistants from abroad. I envisioned building a team of local experts, working together in an office, to provide a level of service and understanding that was evidently lacking in the market. This approach would not only improve client satisfaction but also create a more effective and impactful PPC management service.
I also realized that businesses spending significant amounts on advertising are willing to pay a premium for an agency capable of delivering tangible results. Even slight improvements in account management can save these companies thousands, if not hundreds of thousands, of dollars annually. Beyond just saving money, the right PPC strategies and product launches can significantly increase sales, potentially earning them millions. The focus isn’t solely on enhancing what they already have but optimizing it to maximize efficiency and effectiveness.
This understanding led to the concept of a “white glove” agency, one that employs in-house professionals to offer unparalleled service. Our approach is to provide exceptional, personalized service that justifies our higher pricing. We aim to offer something unique, a level of service and results that no other agency can match. This is the core of our business model.
We all know that none of us can achieve success without a bit of help along the way. Is there someone in particular you’re grateful to, who has helped you reach the success you enjoy today? Could you share a story about this person?
Isaac: Yes, and not to sound cliché, but it’s absolutely my wife. She consistently pushes me beyond my comfort zone. She recognizes my potential for success and has never stopped encouraging me. Growing a business is fraught with challenges and taking risks is part of the journey. For example, hiring an employee might seem straightforward in hindsight, but when you’re in that moment, especially early in your career, committing to a salary like $100,000 is daunting. It’s a significant amount, especially when your business’s annual revenue is barely hitting that figure. It feels like you’re betting everything you have. Looking back, such decisions might seem obvious and simple, but making those choices requires courage. There were nights I lost sleep over these decisions. However, my wife was always there, reassuring me. She reminded me that we would still have the essentials, thanks to her job, and encouraged me to take the leap. So, without a doubt, my wife is the one who has supported me, pushing me to grow, take risks, and even aim to take two steps forward at a time.
It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake that you made when you were first starting and the lesson that you learned from it?
Isaac: I honestly can’t think of any humorous mistakes, but I’ve made a fair amount of mistakes. I don’t let them pull me down; I just usually continue moving forward when I encounter a mistake. And sometimes, mistakes can be mine, right? So, let’s say we make a certain mistake with a client, or there’s something we didn’t do that we should have done, and as a result, the client leaves. I will tell my team, “Look, I’m perfectly fine, but we made a mistake. Something happened, or we could have done better. We learn something and we implement something new right away, or again, in the next week, so that it doesn’t happen again.” In business, you always make mistakes; it’s a minefield. But every time we make a mistake, I always think, “Okay, this was a mistake. How can we incorporate a system so this mistake doesn’t happen again and keep on improving?”
You’re a successful business leader. Which three character traits do you think were most instrumental to your success? And if maybe you could share an example or a story for each of the three.
Isaac: Okay, so number one, I think for me, it’s grit. It’s about never giving up. I see this as the most crucial trait because business is full of ups and downs. When you have grit, you acknowledge the challenges but continue to push forward even when it’s tough. For instance, despite the hard work, with a team of over 20 employees locally and additional teams overseas, I often find myself working until one in the morning, finishing up tasks. So, for me, grit is paramount.
Number two, I would say, is obsession. This concept is inspired by Jeff Bezos’ principle of customer obsession. I am deeply focused on my product and the service we provide. I find myself thinking about it constantly, day and night. Whenever an idea strikes, whether it’s a new feature or an improvement, I immediately send an email to myself to remember to implement it. This could involve enhancing our reporting systems or preemptively addressing issues before they affect performance or sales. Much of our work happens behind the scenes; our clients might not even notice it. We’re dedicated to prevention and maintaining high standards. So, obsession, especially with customer satisfaction, is key.
Number three, and this might not be the healthiest thing to admit on social media, but I make it a point to be accessible, even at night. I answer calls and respond to WhatsApp messages, almost anytime. When a customer needs me, I’m available. Of course, I observe Shabbos, so it’s more like 24–6. This approach might not be conventional, but providing unparalleled customer service is something I take pride in. Even though I no longer manage accounts directly and have a great team handling them, I’m always here if a client needs my attention.
Additionally, I’m not afraid to roll up my sleeves and get involved wherever needed. Whether it’s seeking out help, generating new leads, or venturing into new areas, I set aside my ego to focus on the ultimate goal of growing the business and increasing its revenue. I’m committed to doing whatever it takes to succeed.
Are there any exciting new projects your company is working on that you’d like to share? How do you think these will benefit your customers and your business?
Isaac: First off, we’re launching an improved, visually appealing dashboard on our website. Previously, we had a reporting system that we put countless hours into making both functional and aesthetically pleasing. Now, we’re introducing an even more beautiful portal for our clients where they can view all their performance metrics, spending, sales, and receive comprehensive reports in a very attractive format.
Secondly, and this is something we haven’t officially announced yet, but I believe we can share it here on Authority Magazine. We’ve recently hired a new team member who is among the top PPC experts from a company called Perch. Perch is well-known in the industry as an aggregator backed by venture capital, specializing in acquiring Amazon businesses. I personally reached out to him today, so it’s not public knowledge yet. He will be joining us as an account manager for our enterprise clients. We’re aiming to manage large accounts, those spending hundreds of thousands a month on Amazon. He brings a wealth of experience in handling these significant accounts and is truly a genius in his field. The clients he’ll be managing are incredibly fortunate to have him overseeing their PPC campaigns. It’s going to be amazing.
Okay, so let’s now move to the main part of our interview. From my experience interviewing others and my personal experience, I’ve noticed many companies start a PPC campaign and often end up disappointed with the results. In your opinion, what are the biggest mistakes companies make when they first start with a PPC campaign, and what should be done to avoid them? I think many people who aren’t experts feel like they’re just throwing money away. Each click costs $5 and they don’t see any results. What mistakes are they making?
Isaac: One of the main mistakes involves the technical part, but I would highlight two things. First, you have to ensure your product is good. PPC is all about driving traffic. We can bring you the most relevant traffic, but we can’t make the customer buy. So, it’s crucial to have a great product that people will want to buy. Second, I see many people start PPC without a clear objective in mind. It’s like throwing everything at the wall to see what sticks. Our agency focuses on defining the objective. What is the outcome we want to achieve? In Amazon terms, it might be improving organic ranking or achieving profitable PPC sales, but it’s essential to know your objective and structure a customized campaign around it.
Another mistake includeS not doing proper keyword research and not really understanding the product. Keyword research must be done intelligently. I’m a big fan of using first-party data from Amazon, which provides actual data showing the main keywords driving sales to your competitors. When creating a PPC campaign, don’t rely solely on common sense to decide on a good keyword. Be data-driven. Look at the main keywords drawing sales to your competitors, as provided by Amazon, and make sure to target these keywords, ensuring they’re highly relevant to your product.
If you could break a successful PPC campaign into a blueprint, what would the blueprint look like?
Isaac: Number one is proper keyword research. It’s crucial to understand your product deeply and ensure you’ve conducted thorough keyword research, identifying the main keywords that drive sales to your competitors. Next, ensure you have an optimal bid. Don’t bid excessively high or too low, as you won’t get impressions. Aim to find a bid within the range of Amazon’s suggested bid and use that as a starting point.
Another common mistake, especially in Amazon terms, is not optimizing placements on Amazon. Amazon allows you to adjust bids for better placement, such as being on top of the search results. For instance, if your bid is one dollar, you might decide to pay an additional 20% to ensure your ad appears at the top of the search results. This strategy is often overlooked, even by professional agencies, which fail to optimize their placements properly. Frequently, being at the top of the search results has a significantly better conversion rate, yet many campaigns don’t adjust their bids to compete for these prime spots. It’s essential to instruct Amazon that you’re willing to pay an extra 20 or 30% per bid to win the top of search placement, given its superior conversion rates compared to other positions.
Are there digital marketing tools that you’re passionate about? To other marketing experts or business owners, which marketing tools are you passionate about, and can you share the best ways to leverage them?
Isaac: My area is more focused on PPC rather than general marketing, but one aspect I find particularly intriguing is social commerce. It represents a brand new way of shopping that has been very popular in China over the past few years. There’s been speculation that it would take over shopping in the US, but that hasn’t happened yet. Platforms like TikTok Shop and Flip are examples of social commerce sites. This trend is something we’re keeping a close eye on to see if it gains traction in the US. Despite predictions, social commerce hasn’t taken over the US market as expected. We’re watching from the sidelines for now, focusing primarily on Amazon since that’s where most of our customers are. However, we’re always ready to ensure our clients can be at the forefront of social commerce if it becomes a significant trend.
Yitzi: This is the signature question of our series, our main question. You’ve been blessed with a lot of success. Looking back to when you started, can you share five things you need to create a highly successful PPC agency?
Isaac:
- Number one, it has to be grit. You need to be willing to work hard.
- Number two, you must be data-driven. Being able to structure, present, and process data well is crucial, as good data analytics skills are essential.
- Three, you need to be good with people. This business is all about account management, so you have to excel in hiring and managing people. We’re extremely selective in our hiring process, often reviewing over a hundred resumes before hiring one person.
- Four, having an abundance mindset is key. To build a great agency, you’ll need to pay your employees well. This requires an abundance mindset to ensure your employees are highly motivated and dedicated.
- Five, being a good salesman is also essential. You need to effectively sell your agency’s services to potential clients, highlighting the unique value you bring to their PPC campaigns.
Okay, this is our final question, our aspirational question. So Isaac, because of your great work and the platform that you’ve built, you’re a person of significance and great influence. A lot of people take your words very seriously. If you could spread an idea or spark a movement that would bring the most amount of good to the most amount of people, what would that be? What do you think?
Isaac: That’s a deep question, but let me think. I would say it’s really business literacy. My vision is to help a lot of people become more financially successful and financially independent. I believe a lot of it is due to a lack of encouragement and a lack of business know-how. It’s not that complicated when you give somebody the backbone, the guidance, and really push and encourage them. I’ve seen it with a few people I’ve helped, and it’s mind-boggling how giving courage to somebody, along with the reassurance that if you fail, we’ll have your back and put bread on your table, can inspire them to just go for it. I think that’s something I’m very passionate about.
How can our readers continue to follow your work online? How could they get in touch with you if they would like to engage your services? How could they support you in any way?
Isaac: You can reach out to me on IGPPC.com. We also offer a free audit, so if you’re interested in an audit for your Amazon PPC, we provide detailed, comprehensive audits. Just visit IGPPC.com, and there you can request a free audit. You can also follow me on LinkedIn and Twitter, where I’m quite active.
Okay, amazing. Thank you so much for this amazing interview. I wish you continued success and good health.
Isaac: Thank you so much.
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