Tuesday, April 16, 2024

Isaac Gross from IG PPC: Navigating Challenges in E-Commerce

In the world of e-commerce, navigating the complexities of platforms like Amazon can be a daunting task. Isaac Gross, the founder of IG PPC, knows this all too well. His journey into the realm of Amazon’s private label business strategy began in the mid-2010s, and since then, he has faced numerous challenges head-on.

From the initial success of his travel accessory venture to the setback of a failed backpack line, Isaac has learned the importance of pivoting and adapting in the ever-evolving landscape of online retail. His expertise in Pay-Per-Click (PPC) advertising has not only helped his own business thrive but has also allowed him to assist others in turning their fortunes around.

One unforgettable story involves a client who was on the brink of financial ruin before seeking Isaac’s help. Through meticulous account management and strategic product launches, Isaac was able to not only save the client’s livelihood but also improve his mental health in the process.

As Isaac looks ahead to retirement, he has set up his business in a way that ensures a smooth transition without affecting its operations. With a dedicated team and a commitment to staying ahead of changing customer trends, IG PPC is poised for continued success in the competitive world of e-commerce. Stay tuned as we delve deeper into Isaac’s journey and the valuable lessons he has learned along the way.

Interviewee Name: Isaac Gross

Company: IG PPC

Intervirew Host: Jesse Samberg

The Interview

Let’s get started. First, we’d like to know more about how you started your business journey

Isaac Gross : In the mid-2010s, specifically around 2014 or 2015, the concept of using Amazon’s private label as a business strategy began to catch on. The process was streamlined; it allowed entrepreneurs to source products from China and have them shipped directly to Amazon’s FBA service, effectively digitizing the inventory management process. This innovation meant that individuals could operate a sizable business from their computers, importing numerous containers annually without the need to handle the products physically, barring the initial samples. This revolutionary approach was largely attributed to Amazon’s FBA, and after witnessing the success of some peers in this venture, I was inspired to dive in. My initiation into this business was with a travel accessory, procured at a cost of $1 to $1.50 each and sold at $19.99, generating more than $11 in profit per item. This venture saw a significant boost, particularly with the advent of Amazon’s first Prime Day, propelling me to expand my product offerings on the platform. My strategy included absorbing all available information on Amazon, from podcasts to mastermind groups, dedicating about five hours weekly to stay abreast of developments, all while balancing my studies.

However, the journey was not without its setbacks. I ventured into a backpack line, which unfortunately did not resonate with the market, leading to a substantial financial downturn. This challenge prompted me to pivot and explore new opportunities, leveraging my understanding of Pay-Per-Click (PPC) advertising, a skillset many had recognized in me. My proclivity for networking and engaging discussions on Amazon strategies opened doors to invaluable insights from some of the most successful sellers in the marketplace.

The willingness of these accomplished individuals to share their expertise underlines a universal truth about successful entrepreneurs: they find joy in aiding others not just financially but by imparting skills for sustainable growth. Expressing genuine gratitude for their guidance has always been key to forging these enriching interactions.

My active engagement in Amazon-focused communities eventually led to opportunities to consult on PPC strategies for others who had found the offerings of various agencies lacking. The common issue with these agencies was their model of minimizing time spent per account to serve a larger client base, which often resulted in a diluted quality of service. In contrast, my approach was to delve deep into understanding the unique needs of each product and keyword, fostering a more tailored and impactful PPC campaign.

This realization sparked the idea of establishing a new kind of agency, one that could offer personalized, high-quality services while still being scalable. I envisioned a team of seasoned professionals, rather than remote assistants, collaborating in a shared space to deliver unparalleled PPC management. This model aimed not only to elevate client satisfaction but also to effectuate a more profound impact on their advertising efficiency.

Acknowledging that businesses are willing to invest in agencies that deliver substantial improvements, I recognized the potential for an agency that could offer tangible savings and revenue increases through meticulous account management and strategic product launches. This insight laid the groundwork for a “white glove” agency, distinguished by its commitment to exceptional, in-house professional service, justifying a premium price point for its unique value proposition. This business model is predicated on providing a level of service and outcomes unmatched in the industry.

Reflecting on your business history, what stands out as the single greatest challenge you’ve successfully navigated, and how did you overcome it?

Isaac Gross : It’s hard to think of one single challenge that stands out. But I’ve had many challenges in business that we dealt with.

Businesses often face ongoing challenges. What does your business consistently grapple with, and how do you tackle these challenges head-on?

Isaac Gross : Amazon is a challenging platform to work with and it is ever evolving. We need to be very on top of all new changes in order stay ahead and have the best strategies for our clients.

Can you share with us the most unforgettable story involving a customer or client? What made it memorable, and what lessons did you draw from the experience?

Isaac Gross : We recently had a client coming to us with tears in his eyes. He said that he used to make $2M profit a year and he’s now losing money every month. He said, I told my bookkeeper not to show me the reports anymore. I can’t view them.

He came to us and said that it is getting to his mental health and he can’t take it anymore. We turned things around, we worked with his bookkeeper to get his numbers. After 3 months of being with us he started making over $40k profit a month.

He called me up thanking me for not only saving his livelihood but also his health.

Looking ahead, what are your current plans for your business when you retire?

Isaac Gross : I set up the business in a way that we have a great team that realty owns their work and I should be able to retire without it affecting the business much.

Navigating the small business landscape can be both challenging and rewarding. Can you share a bit about the specific hurdles you’ve encountered in areas like sales, marketing, and adapting to changing customer trends?

Isaac Gross : E-commerce is ever changing and we constantly need to adapt. We do so by staying on top of the trends and constantly testing and experimenting with new ideas.

Leaders Perception magazine would like to thank Isaac Gross and “IG PPC” for the time dedicated to completing this interview and sharing their valuable insights with our readers!

Interested in connecting with the host of this interview series? Feel free to reach out to Jesse Samberg on LinkedIn: Jesse Samberg’s LinkedIn Profile

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