April 4, 2020
Amazon PPC Holiday 2019 Strategies + Advice with Prestozon: Product Targeting, Ads Calculator + more

Amazon PPC Holiday 2019 Strategies + Advice with Prestozon: Product Targeting, Ads Calculator + more


Getting ready for the holiday season on Amazon with Prestozon!
we’re just waiting for some folks to get logged in and connected and we’ll start
at about two minutes after the hour we know that this is a busy time of year so
thank you everyone who’s taking time out of their day to join our holiday webinar we definitely want this to be an
interactive session so if you’ve already got questions feel free to pop them into
the Q&A at the bottom of the screen otherwise whenever you have a question
feel free to just send that question across and we’ll make sure to answer it
either when we’re going through the content or towards the end when we have
our Q&A before we wrap up so we’ll get started in just another minute it looks
like we’ve got some good international attendance today , that’s always exciting all right so this is Sanaz with Prestozon
and I want to welcome everyone to our holiday 2019 webinar today we’re gonna
go through some Prestozon on best practices and benchmarking data and
insights to help you maximize your holiday 2019 season Oh welcome we’ve got
someone that’s brand new to Prestozon, we’re really happy to have you
thanks for joining us so this is gonna be great we’re super excited to have you
all on board today and as I mentioned my name is Sanaz I’m the Chief Revenue
Officer at Prestozon and I manage our agency and large or multi brand
advertiser partnerships and I’m joined today by an all-star team including our
CEO Ben Alden, Ben is the CEO and co-founder and also really the visionary behind Prestozon so today you’ve got an opportunity to I
like to call it stumping the team I ask the
question that’s so hard that either Ben or Dierk can’t answer it because I
haven’t seen that happen yet so I encourage you to ask your questions so
we’ve got Ben our CEO and co-founder online as well as Dierk who’s our Head of Partner Support and Ad Strategy so if you are an existing Prestozon client
you’ve probably interfaced with Dierk and he’s probably helped you in a
variety of different ways from ad strategy to actual technical support so
he heads up that side of the team and with that I think we can jump in and do a
little housekeeping before we get into the content so let’s go ahead and click
over to our first slide so I know there’s a couple of different ways that
you can communicate within the zoom the easiest for QA is to just please click
the QA feel free to send your questions across at any time and we’ll answer them
as we go through the content we’re also gonna save 15 to 20 minutes ish
hopefully at the end for Q&A we definitely want this to be engaging and
interactive so ask all of your burning ad optimization holiday questions and
just type them into the Q&A at any time and we’ll take care of that and if for
some reason we can’t get to your question we’ll follow up with you via
email afterwards and then from there let’s take a look at what we’ve got on
our agenda for today so kick off an introductions I think
we’ve pretty much handled that we’re gonna go into just quickly holiday 2019
important dates ones that are probably already ingrained in your memory but
just a quick reminder on some of those key dates before we dig into the actual
PPC holiday benchmarking insights and trends kind of around those dates so
we’ve done a lot of analysis and kind of looked at historically what’s happened
and we’re gonna talk to you a little bit about what we’ve found and how you can
plan around that we’ll dig into some special advice in terms of keywords and
rules for holiday 2019 and this is Dierk’s favorite new feature that we’ve
launched Amazon product targeting ads so we’re going
share some early insights from some analysis that we’ve done there and dig
into our Prestozon Amazon Ads calculator it can help you set
expectations figure out what your ACoS targets should be or what your CPC
targets should be is a variety of different ways to use the calculator and
then we’ll wrap up with Q&A so with that then I’m gonna I’m gonna kick it off to
you the first question is what what are we looking at in terms of key dates and
and key stats and benchmarks thanks Sanaz so obviously we’ve got Black
Friday coming up in about a week and a half or two weeks and that’s gonna be I
mean that really kicks off everything Cyber Monday followed shortly after that
whole weekend is extremely critical for getting your holiday season off to the
right start most of your optimization should probably be in place already but
there’s some stuff you can do right around those dates that can help you out
and then around December 18th it’s you know each product has a different last
ship date based on where the product is in the warehouse and where the customer
is in the world and but you know around a week before Christmas we start seeing
performance really drop off so that’s a good one to keep in mind to make sure
that you don’t you know keep your super high bids and budgets too far after that and then I right after Christmas things
start picking up again and in the January can be a really huge month for
some people you know if you’re if you’re selling things like supplements or
workout equipment those you know pop to mind but the those can have really huge
q ones and so you want to make sure that you’re prepared for that and thinking
through not just the holiday season but also through January that’s what we call
the New Year’s resolution period anything workout fitness and resolution
related right yeah exactly also anything that pairs well with gifts
that people bought so if somebody gives a gift that needs batteries you might
need I guess that’s kind of an old example
people don’t I mean everything comes with lithium batteries now but I you
know you may find your yourself selling a lot of complementary items right after
Christmas even on Christmas you know as soon as somebody opens it up though
they’re gonna want you know that delivered in the next day or two and
that may continue throughout January probably also when you’re shopping for
yourself after you’ve returned all those gifts that you didn’t really want and
now you can go and buy yourself something that you really did want
exactly so work yeah I mean we’re coming up on these dates pretty quick so what
should you be prioritizing there are some things that’s kind of you know you
can’t do any more like getting inventory into the warehouse is kind of that that
point is passed so let’s assume that you have all your inventory in the warehouse
what ad optimizations should you be doing that the main one is budget you
really want to know what your target budget is throughout the entire season
and be prepared general it’s like you know bulk upload files through the
Amazon interface to change your budgets on a day to day basis to make sure that
you’re staying on top of the volume that you might get and are ready to take
advantage of Black Friday Cyber Monday and then really that you know week
before Christmas which where there’s a ton of volume available so you want to
increase right before Black Friday Cyber Monday you may want to decrease it right
after that you’ll want to keep increasing it throughout the throughout
December into the lead-up to Christmas there’s just I mean we’ll see in the
benchmarking plot soon there’s so much volume and scale available there and you
want to make sure that you’re capturing as much of it as you can
provided your performances thing where you want it to be and then you want to
decrease it right after the last ship date the performance starts dropping off
pretty substantially again we’ll see that in the next couple slides and you
don’t want to be caught out with having a really high budget when you’re a cost
goes back up to you know a more normal range
and then you’re gonna want to increase again right after Christmas when people
you know get shopping again and especially if you’re finding yourself
with any of those products that we just talked about you know I need the need is
resolution products or any good complementary products and Ben and Dierk how does this all play into Prestozon’s bid automation? we always get a lot
of questions around can that can the automation handle the seasonality and
what’s the best way to to use Prestozon and bid automation in conjunction with
some of these holiday optimization priorities yeah that’s a question oh
yeah for sure so we do get a lot of questions about that and I there’s a
couple things to keep in mind one is that you know you as an account manager
are going to be able to be much more proactive especially if you’ve been with
us for a while then you probably have data back to last year and so you’re
going to be able to look at that data last year and then make some intelligent
decisions about what to do this year but if you are doing changes one of the
strongest things about our bid automation is that we’re not using a set
timeframe right and so you know one of our big selling points is that we’re
actually using a variable time timeframe based on your last big change and so if
you do raise your bid up during the holidays we’re actually just going to
start the analysis for bid changes from when you raise the bit up and so we’re
not going to be bringing in a lot of baggage from before you raised the bid
during the non holiday time and so that’s really nice because then we will
actually manage bid at that elevated level over the course of the holidays
and then if you do want to bring it back down after where it’s we’re gonna do the
same thing so if you go in and like Ben mentioned you know maybe you go in and
you do a bulk upload to raise the bid and then you do a bulk upload to bring
it back down when you bring it back down we are again going to restart the bid
automation time frame and we’re going to be managing from when you did the last
bid change and so we’re basically going to go back to normal when you bring the
big changes back down and so we are going to roll with the punches and we
are going to be able to manage your bid level at the level
that you said it to and so you know that’s a lot better than if we are just
looking at seven days or 14 days then you know we’re bringing in pre-holiday
data we’re bringing in post-holiday data and it’s all it’s a whole mix up and so
we’re not doing that and so that’s one of the strong points of our bid
automation great thanks dear and then then love to hear you talk a little bit
more about promotions and product pricing I know everyone always talks
about the volume of consumers that are shopping this time of year and how you
really have to maximize as much traffic as you can so that you can continue to
monetize those folks whether they convert or not during q4 but hopefully
into the into the new year so I’d love to hear your thoughts on kind of where
where you can prioritize optimizing promotions and product pricing so there
are a lot of things that Amazon does holiday gift guides lightning deals
deals of the day stuff like that if you’re able to get one of those you’re
definitely gonna want to run your campaigns in concert with it so if you
know that you know for these two days you’re gonna have a sale and it’s gonna
be pushed out through a bunch of other a bunch of cool channels like a whole
bloody guide you’re probably gonna want to manage your advertising to keep that
in mind if you’re reducing the sale price for an item for some period of
time you may want to decrease your bids as well because I you know if you keep
the same CPC your your a cost may go up now you can keep an eye on this and if
your conversion also goes way up because your price is lower then your a cost may
stay steady but I mean the main thing is just to keep in mind if you have
promotions riding on specific days you’re gonna want to you may want to
adjust your campaigns primarily bitter budget also getting giving those
promotions in line and thinking through them is a really great great thing to do
early and you if you have data from last year you may want to look at
how you know were people buying more than one item at a time did you change
the pricing last holiday season how did that work out you may be able to get
away with a slightly higher higher price during the holidays just because people
are converting so much so much more frequently and that might get you a
little bit more profit throughout this season and then I guess I just touched
on bit changes around promotions you just want to you know keep that in mind
as you’re doing the promotions and then special holiday campaigns if you have a
giftable item that has you know somebody might search for gifts for dad and you
want to come up for that those are really competitive terms around this
time but I you know they may convert really well for you and you you probably
want to be targeting them I then just to piggyback on that for the special
holiday campaigns I talked to a lot of people and some people add them as
keywords within existing campaigns that probably works for a lot of accounts as
Ben mentioned they can be really competitive terms and so we suggest for
a lot of accounts to actually do separate campaigns so that you can
manage budgets separately just because you know if you’ve got those keywords
running and your existing campaigns there’s a chance that they’re gonna eat
up a lot of spend and you know you’re gonna get hit or miss performance on it
so you can really track it and manage it a lot better if it’s in a special
separate campaign and then you can also pause that campaign you know what salih
days are over so that you don’t have to worry about searching for the keywords
that you added and trying to pull them out that’s a great point dear it’s
definitely we’ve got folks that I’m sure have they’re evergreen campaigns and
then they’ve got special holiday budgets and it’s super quick and easy just with
the one-click campaign set up to to set up your holiday campaign with your
specific holiday rules but I know you’re gonna dig into that later and one tip
that I have for everyone it’s not necessarily optimization but just
something really interesting that popped up today is if you have multiple
accounts that you’re working with and any of them are not connected to Prestozon
on you might want to connect them because you might be interestingly
surprised that if an accounts been on Prestozon in the past that there’s
additional history that you’d have access to so we looked at an account
today that had been previously connected to the platform and we had lots of bid
history for specific keywords which is super valuable data that’s unique to
Prestozon that we’re storing so for any of you agency partners out there
that’s always something that I recommend so that you can have more history and
more data to make decisions on but then with that I’m going to turn over to you
to get really into the data and go through those holiday 2019-20 18
insights and what we’re learning into 2019
yeah thanks this is this is what I love you know looking at the past year’s data
to see what happened on the platform what happens with Amazon in general what
dates should we be thinking about we’re gonna start by looking at sales on each
day compared to a baseline so most of the charts here are normalized which
means that I’m not displaying actual like dollar values of sales but we take
the period October 4th to November 1st and take the average of that period and
then divide all of the numbers by that average so that we get you know relative
to baseline what are we looking at we can see here for example
on Cyber Monday in North America mmm sales were up 300% above the baseline or
3 and above the baseline so they went up 200% and that’s just a really useful
number to know how much should you expect that I mean it ranges per profile
so you may get a lot less than that you may get a lot more than that but the the
average was plus 200% so that that’s incredible and you can see that it the
trend up really starts in or November but kicks into high gear around
Black Friday Cyber Monday and then the lead-up to Christmas is just super
strong and then you get to that last ship date that’s about a week before
Christmas and then it falls off a cliff but you know each day is still you know
the day it starts decreasing it’s still plus 120 percent above the above the
baseline so there’s still a ton of lying there you just have to notice that it’s
it does decrease pretty significantly pretty quickly and then interestingly in
January there’s still some lift this whole data set is looking at a lot of
accounts that have data over the entire period so this is not reflective of say
more users joining the Prestozon platform this is reflective of what
happened with profiles who had data over the whole period and then we see you
know spend going up to the sales went up in January because the spend went up
again if you if you don’t want this then just make sure to decrease your budgets
right after Christmas so that you’re not you know if you increase your budgets at
Black Friday and then you run that through January you’re gonna be spending
more in January than you were you know October and that might be good for you
that might get you a lot more sales it just depends at what a costs you want
that to run if we look at the average a costs I you know platform wide it
usually ranges in like the low 20s and then it dips really significantly on
Black Friday and Cyber Monday I do want to point out some differences here
between Europe and North America where in Europe Black Friday is much more
important than Cyber Monday and in North America Cyber Monday it’s more important
than Black Friday and so we get these decreases too you know a platform
average of you know low teens even for Black Friday in Europe and then it kind
of it goes back up a little a little bit but then there’s three weeks before
Christmas or high-performance so that’s where you
want to be spending the money you want to be driving these sales because the
performance is really going to be there but then you know right after that last
ship date or as that last ship date approaches is it it bumps back up to
higher than it was in October and then kind of settles back into you know it
looks like me maybe a couple percent higher than it was in October and that’s
why you want to keep an eye on your budgets because you’re not gonna get the
same performance that you got in October generally just another way to look at
volume clicks go up starting the the trend up is a little bit more visible
starting in early November and then the volume is really high on the Black
Friday Cyber Monday and the whole weekend actually and then drops down
significantly right before Christmas and then this one’s always been interesting
to me CPC doesn’t change as much as you might think it would I always
anticipated CPC change being super significantly during this period because
it gets so competitive but this is a click marketplace essentially and so
you’ve got so much supply of impressions you’ve got so many people hitting the
Amazon website that I you know it’s CPC doesn’t need to go up that much because
there’s just so much there’s so many impressions available and so you may
want to increase your bit slightly on Black Friday and Cyber Monday because it
does get more competitive there but um you don’t you might not want to leave
that high bid throughout the entire season um then I just want to I jump in
that you know anecdotally I’ve been talking to a lot of people talking to
looking at a lot of accounts and I don’t know if this is gonna hold true for this
year so so far once we got into November I seem to be seeing CPC jumping a little
bit more than it has in the past you know
I don’t know if that’s gonna play out in the data once we do a sort of
retrospective and and look at the holiday season as a whole but I do just
want to call that out that you know if you are looking at managing and maybe
you are seeing CPC go up you know that might not be too crazy and you might you
might actually be seeing that so I don’t want I don’t want anyone to necessarily
be holding the line and refusing to go up because because Ben says so because I
have been seeing that and and you know Amazon is an organic market and we’re
pretty early in terms of CPC changing and the PPC market changing and so you
know who knows this 2019 you know retrospective might be a little
different just want to call that out yeah and that’s a great point now yeah
I’m taking bets on it and then Fennell just prove us prove us all either wrong
or right or just show us the truth with the data in q1 then what are your
thoughts on Dierks Commons yeah definitely looking forward to seeing how
this season plays out all of you know this all is a year old so you know
that’s kind of the best data we have to go off of and I mean everybody realizes
that Amazon advertising has gotten more competitive year over year over a year
and so this this year may be different you know we have a lot more really large
brands advertising on Amazon now with significant budgets or a lot less
constant they’ve then a smaller independent owned
companies so we may see CPC go up more for this year it it also I do want to
point out that these are also averages and specific niches may have really
different performance there may be some items that are extremely competitive
that do have drastic CPC increases I don’t have that data in front of me
right now but um you know as always do like experiment with your account and
then figure out what works there this is why bit automation is really helpful
because if you um if it does need to go up presses on will cap statin
the bid provided the performances there and if we have any questions so far on
the benchmarking data feel free to hit that Q&A button at the bottom of the
screen and and ask away we’re happy to answer your questions and Ben I think
one of the things that you’re really excited about is getting access to some
additional kind of more granular data for future benchmarking opportunities am
i jumping the gun to bring that up now no we’re we are looking at doing a lot
more fine-grained bang inch marking which should be really useful for
everybody understanding what to anticipate in their specific category
for example stay tuned for that we that’s not publicly announced but but
we’re hoping to release that in the next same months the conversion rate is a
pretty interesting plot where you can see actually here that the conversion
rate goes down right up to Black Friday and Cyber Monday so even though you may
yeah you may see this happen and you’re a costs may go up because of it this is
not a bad time to advertise people are looking around for Black Friday and
Cyber Monday deals so they’ll click on your hat and you know maybe keep it in
their cart or you know write it down somewhere and then return on Black
Friday and Cyber Monday and purchase it so getting in front of shoppers in the
you know this weekend next week it may not directly yield sales right now but
you’ll be in a better place on Black Friday and Cyber Monday and then also in
this lead-up where you know conversion rate skyrockets to you know from just
about 10% to you know 13 percent right before Christmas and then stabilizes
around 10% again so just because you see this dip in your conversion rate doesn’t
don’t panic that’s normal it’ll go up and then you’ll you’ll hopefully convert
some of those shoppers who saw your product in the next two weeks that’s
just me adding all of those products to my
and then deciding which ones I want to purchase and this is crazy but believe
it or not I started thinking that Thanksgiving was literally this week
because I got an email that said I just missed a pre Black Friday sale so every
year they start building the hype earlier and earlier and earlier I’ve
already missed a pre Black Friday sale so a lot of folks are probably just
preparing their cards and adding adding things before they decide what to
purchase that’s kind of what the data is showing us then exactly
and again this trend is more pronounced in North America than it is in Europe
that that may be useful to take into account if you manage accounts across
the whole world and then if we look at all of these on the same plot I know
that there’s a lot going on here but it’s I think this is a really
fascinating view of it we can see this purple line is conversion rate and you
can see it decreasing and then this green line here is a cost and you can
see that increasing kind of as the inverse of conversion and then you know
same thing here as conversion goes up it cost goes down and then they you know
this trend is really visible here and then this pink line is sales and the
that bright green line is spend and you can see those diverging where spend and
sales were you know pretty much on track up until Black Friday and Cyber Monday
and then sales goes way up and diverges firms spend which is why you know this
this a cost line goes down and then everything just kind of balances out
again in January where it cost us a little bit higher conversion rates a
little bit lower but the defendant sales and clicks have lifted again that’s
probably due mainly to people not reducing their budgets after the holiday
season and continuing to spend I mean that’s great if your performance is
still there spend away you know get those sales and just be aware that if
if you had a super seasonal item that may not hold and you you just want to
keep on top of your budgets and then this one I and I go into depth in all
these plots in our in our blog post this one’s a little bit overwhelming at first
but it shows the range of performance for all the profiles that we analyzed so
instead of looking at just the average we’re looking at a box plot which shows
the 25th 50th and 75th percentiles in this in this plot in this box here and
the this red line is the baseline of you know the October average and so we see
that the median profile just hovers around that up until November and then I
you know increases and then the 25th percentile is above that baseline
throughout most of December and so this does show that most profiles get a
significant lift and some have you know these wild you know that the 90th
percentile up here is you know plus three hundred percent plus four hundred
percent they’re some they’re you know plus five hundred percent or more and
even the 75th percentiles are up there and then I you know they come back down
and you know most profiles still are lifted in in January and then how do you
define a profile is that just a yeah yeah that’s it that’s a good question my
profile is one marketplace for an account so these are all individual
Juliano or they’re they’re separated out and then they’re a granade together to
get a plot like this so in all of us is anonymized and aggregated information
and it’s important to split it out by profile when doing the the data
collection because you know france performs differently than germany
performs differently than the US and so and then they’re obviously all in
different currencies so yeah after have to do some math there first before
we we get plots like this in case anyone wasn’t sure yet
then as a data scientist it’s a true story
okay this is how he can he can talk data and look at images like this and take so
much meaning from it which is amazing so if you guys aren’t being a scientist and
you have any questions just pop them in the top of the Q&A all right so that was
all the benchmarking that we have let’s go into park targeting insights a little
bit product targeting came out earlier this year and you know probably one of
the most exciting things the Amazons released in the last couple years as far
as new ad products we looked at a bunch of product targets to see what performed
in general and I we hear a lot of stories of people you’re getting really
great performance a really terrible performance out of product targeting and
some are hard to scale some scale really well and we wanted to figure out what
was driving and all of that the first thing that stood out is that the average
order value really does impact a cost so if you have higher average order value
meaning you know either your sale price is high or people buy many items at once
then you’re those tend to have pretty good at costs for product targets we do
see a lot of good a costs for low volume product targets as well well so even if
you’re only getting you know a couple clicks a day you may still get good at
cost out of that it’s how it’s hard to scale those sometimes because they’re
kind of long tail and the ball you may not be there but it they’re still worth
running because they they do convert well that’s interesting that’s a great
way if you have really niche products that you can target very specifically to
acquire potentially new customers that hopefully you can upsell or continue to
sell to throughout the coming year exactly and a good way to
to get a hold of those is by running category product targets and reducing
the bid so this is kind of similar to a strategy that I recommend for Auto
campaigns where you can start an auto campaign with a whole set of products
and set the bid to 5 cents or 10 cents and you’re not gonna get volume there
but if you do get a click and you do get a conversion then it’s gonna be at a
very low a cost and so those are useful to just have running in the background
kind of cleaning up whatever leftover impressions amazon’s willing to sell you
and you know see same thing with product targeting you can just run these
category targets at a really little bid and you know you’re not gonna get a lot
of volume but you might get a little bit of volume and though they’ll be cost
effective all right like I do also want to call out that you know this does seem
to suggest that because spend doesn’t matter too too much it’s possible for
you to sort of dip your toe in the water on product targeting and see whether or
not a certain account will scale you know we’re all advertisers here and
there’s some advertising where you know you really have to jump in and you know
put a lot of money towards something in order to see if it’s going to work and
it doesn’t look at this point like PT is like that and you know you might be able
to just throw a little bit of money in test the water and then scale from there
are you telling me this is the time to launch a hyper targeted brand new
product on Amazon and use product targeting and throw all your money in
any way I mean you know it’s it’s always tough to decide when to launch something
you know the holidays are obviously going to throw a little bit of a monkey
wrench into everything and just like everything else we’ll do a retrospective
on the you know 2019 holiday season and see what happened but you know if you’re
launching something or if you’re driving you know a lot of new spend through your
account anyway you know it it probably doesn’t hurt to
throw a little bit of money towards product targeting because you know like
I said you know or like been said you know the volume doesn’t matter much and
that also goes to the fact that I then I don’t know if you mentioned that you
know even though we’re seeing like oh it’s either working or it’s not working
in general it seems to track with the account correct yeah that’s right so if
you have you know an account running at 30 percent a cost for keyword targets
you’re probably gonna be around the same for product targets there are some
extreme accounts that have you know far where there’s performance or far better
performance for product targeting but in general it’s around the same a cost great so basket building is a really
interesting one and we’ve seen accounts where they that they’ll run product
targeting for products other than the one that’s being advertised that are in
there same brand and so people aren’t excited about the product that they’re
that they’re looking at their purchasing and then they’ll come across other ones
that are you know good compliments or you know exciting other products that
you offer and add those to their basket and those can be extremely high
performance especially if you have brand recognition and people like make your
brand you can get potentially you know a couple more orders placed at the same
time and those you know those drive great sales so you know try doing that
start a campaign with you know Aysen one and then targeting asons
you know two three and four and see what you can do with that the other thing to
keep in mind is substitutes and complements so I when Amazon launched
product targeting they also launched enhanced Auto campaigns which come with
four different target targets per campaign
and you can substitute some compliments target part of detail pages and they
perform you know very differently because substitutes you’re going
straight against your competitors compliments you’re going with something
that somebody is shopping for that they might also want your product and you
probably want to separate these out you you probably want a substitute product
targeting campaign and a compliment product targeting campaign it be because
one’s gonna run at you know fifty percent a cause someone’s gonna run a
ten percent a cost and you want to be able to manage your budget differently
there and if you’re worried about finding out you know which Aysen is a
substitute in which Aysen is a compliment Amazon is already doing that
for you and so if you go into Prestozon and you go into the keyword explorer you
can actually see the four different targets that Ben was talking about from
the auto campaign they’ll show up as green Auto targets and you can actually
expand the search term breakdown right there in the keyword Explorer and you’ll
be able to see all of the asons that are shown under the substitute target and
all of the asons that are shown under the compliment target and so you can go
through that and pull out any converted a sin from substitutes and put it into a
specific substitute PT campaign and you can do the same thing with complements
and so a lot of that work is already done for you on the Amazon and on the
Prestozon side yeah and you know one strategy here could be to start two
campaigns and two auto campaigns and pause all of the other target types so
that you just have substitute running and one and complement running on the
other and then you can also manage bid and budget on those auto campaigns
independently instead of you know having one target in the auto campaign it’s
performing really well oh and one that’s not
and then that also you know helps you separate out where to move these targets
into a specific product targeting campaign and we are working on a feature
that will extend the keyword rules functionality to product targeting so
that you can automatically promote these Aysen targets from an auto
campaign into a product targeting campaign very excited about that one I
touched on this earlier especially special key words and rules I you know
starting a campaign called like holiday research and then and throwing in a
broad keyword like gifts or gifts for me and you can see this is just you know I
just did this right before the webinar if you search on gifts the autocomplete
shows a whole bunch of you know what people are searching for and you can
throw all of these into a research campaign and see what search terms
convert and then set up a rule on Prestozon to automatically move those
search terms from the research campaign over to a performance campaign and then
negate them in the research campaign so that you can manage them really
precisely in the performance campaign the cool thing about doing it this way
is that you know a lot of the work is handled for for you and then you have
them in their own campaign so you can manage budget independently and then
once the holiday is over you can just pause them and then you’ll have them
ready for next year so you you just unpause them in December next year and
you have a pretty good starting point you may want to adjust your bids if like
the average CPC of your niche went up or something like that but you know they’re
already prepped for next year and if you have ones that you ran last year that
you just paused you can it’s a great starting place you can just unpause them
and and let them run I’d like to touch on a calculator that we just put out
ahead this is really valuable not just for the holiday season but for just for
general usage let me change my screen share so that I
can jump into this excel file something I always wished I had when I was on the
agency side cuz when you’re talking to to brands and advertisers sometimes they
know their metrics but the metrics are unrealistic and sometimes they need a
little guidance on figuring out their so this is great I know you built this
great little tool that people can download go ahead and walk us through
what the different calculators are doing them so there this is all essentially
one equation moved around to get different outputs so if you’re looking
at what a good target a cost is you can put in your estimated CPC conversion
rate an average order value and get a good target there so if we’re looking at
a niche that we guess is gonna have around the 75 cent CPC and our organic
conversion rate is 15% and we take a couple percent off just to just to be
safe and then our product is priced at $30 and you know we’ll just say the
average order value is $30 that leads to a 19% a cost and so we can look at well
what happens if we just have a 10% in cost or a 10 percent conversion rate
that will lead to a 25% a cost and so you can kind of get a range of what’s
reasonable you know if you underestimate the CPC and you know this is maybe at a
dollar you know that will increase your it cost to 33% and then you can do the
inverse say you have a targeted cost of 30% and an average order value of $30
and you guess that the CPC is gonna be 75 cents you’re gonna need an 8 percent
conversion rate to hit this target may cause I’ll touch briefly on the advanced
version which gives you some ranges I really like this one because you know
let’s say we are guessing that it’s going to be between 65 and 85 cents CPC
and the conversion rate is going to be between 7 and 9 percent the average
order values between 30 and $33 your best case is gonna be 20 gu standard
world’s gonna be 40% and then the mean case is 30% so if if we this is useful
if you’re an agency and you get a new client in there in some super
competitive space like supplements and we’ve got like a five to seven dollar
CPC and there brand-new so we’re gonna estimate that
the that the conversion rate is gonna be like five to seven percent and then the
average order value is like sixty to sixty six dollars we’re gonna be looking
at between one hundred and eight percent and two hundred thirty three percent a
cost so if they come to you and say look we really want a thirty percent cost you
can show them these numbers and say you know where doesn’t seem to be realistic
I’ve used this for the holiday season if you go back let’s just take a look at
the basic one and say you’re you you’re a cost was a dollar and so we expect it
to be like 120 for Black Friday and then the conversion rate is gonna go up from
10% to 13% and that that would give you an a cost of 31% that might be useful
for setting your a cost targets impressed is on just to make sure that
you’re you’re tracking to what’s realistic this is also a really powerful
tool not just for expectation setting but also planning in terms of asons
whether or not you’re you know an account owner or an agency especially if
you’re like a full Amazon agency partner deciding where the low-hanging fruit are
and saying hey you know what if I cut my conversion you know if I bring my
conversion rate up to 18% for 13% I think that’s really realistic you know
if we do that we can cut a cost by 21 percent versus you know maybe the CBC is
the place where there’s there’s meat on the bone it’s a really great way to see
you know where are the places that I can tweak in order to really drive
efficiency and if you need any help with the calculator feel free to ask any
questions or drop a line to support and I don’t know if there are those more you
were gonna add in terms of the calculator but we do have a request in
the QA and I know we want to open up for Q&A shortly okay so our first question is can you
show us how to set up that research campaign for gift keywords with Prestozon automation to gather the converting keywords into a
new campaigns I think we’re gonna be jumping into rules to demonstrate that
yeah let me pull up a an account that we can do that in so bear with us we’re
just gonna log into Prestozon and basically pull up the campaign manager
yeah so that’s here and we also have some great videos on YouTube about
creating rules but it for me it always seems more complicated when you start
doing it so ever need any help with rules or you want the teams that just
double-check what you’ve created just drop us a note so this is a test account
that we run it’s a real account on Amazon but we you know we use this for
testing our software to make sure that all the features work well and we’re
just gonna I’m just going to take one of these there are two ways to go about it
you can either start it with one click setup or you can start the campaigns in
Amazon and then set up the rules on Prestozon one thing that’s gonna be
challenging here is that the auto campaign is gonna just search for
everything so you probably don’t want an auto campaign here you just want the
research and performance and so if we if we look at this let’s imagine that this
was called something like yeah you know holiday performance for product group
one and this is holiday polity research for product group one we’ll just click
on this eye right here I’m gonna actually copy this campaign name and
we’re gonna insert we’re gonna start a rule add rule I’m gonna there are two
kinds of ways you can add positive and negative we’re gonna add a promotion
rule and paste this here so I just call this promotion we’re going to add ad
groups here a then you have an SP oh yeah so what I
get for oh yeah take that Venice you’re right whenever it takes is perfectly
when someone’s watching little you have a whole audience live demos that are the
best okay great so now we have these um the performance in research and so the
research is what you’re gonna put in these seed keywords for gifts gifts for
mom guests for dad gifts for daughter you’re gonna start a broad keyword in
the research an exact keyword in the performance and a negative exact in the
research what this will do is look for search terms that have made a sale in
either one and you can check this box or not or we don’t really need to search in
the performance campaign we just want to search in the research one so any any
search term that makes a sale in the research group is gonna have these three
keywords started up this broad a negative exact combo both allows you to
still explore the long tail without targeting the exact match of that search
term and you will we put all of that all that search term traffic over to the
performance campaign by having this exact match here and so we just hit
create rule and then you can either turn automation on or not
hi I think it’s probably a good idea to do this so you can turn that on and then
as soon as one of those search terms gets a sale it will be moved over to the
performance campaign let’s save those changes you’re all done and if people
are familiar with our one-click setup this follows a very similar pattern to
the special campaign setup so if you do happen to be launching new campaigns
through the one-click campaign setup you can go to this special tab and you’ll
see that you know it’s a similar rule structure and it would create those
campaigns for you holy we answered your question about the gift keywords and
how to use the automation to move those converting keywords but you have another
question let us know or if there are any other questions from the audience
oh that’s great excited to hear that thanks Adam if you need any help
exploring the rules just definitely reach out Dericks happy – happy to help
and take a look at the rules once you’ve set them up to make sure it’s exactly
what you wanted to accomplish bang go ahead I’m sorry were you gonna just
highlight how to do that in the one-click campaign setup as well I just
wanted to bring it up as Dirk was talking I I think that it is very
similar to the structure here for the branded research and branded performance
I wouldn’t recommend using this for something that’s specific I generally
you know start write those up as a like totally separate brand new things I
wouldn’t you know restructure or go through one click set up generally for
that but it is that the same thing so if you have like holiday research and a
holiday performance and then the brand names would be you know gifts Christmas
you know things like that we’re gonna start those broad keywords here and then
we’ve got this rule that does just what I set up previously so you’ve got you
know holiday performance getting the exact match and holiday research getting
the broad and negative exact great alright let’s see if we have any other
questions from the audience I think we’ve covered a lot of really exciting
content today beyond just the holidays we got into dirac favorite product
targeting okay we’ve got another question let’s see what would cause the
sales to fall off for competitor targeting ads I was running at about two
thousand dollars a month in sales off of competitors and then in August it fell
below $500 a month so these are this is a great question and
this is where both Prestozon analytics and some market research can help so the
first thing you’d want to check is if CPC changed because if if your CPC
changed that may indicate that the market got more competitive and you
didn’t keep up or maybe I you know you’re a cost target was really low and
I see follow-up there but if you’re ACoS target was set really low then
Prestozon automation will try to hit that a cost target and there might not
be as much volume at that that CPC that’s something I’m gonna be careful
about you also want to check if another competitor entered the ring and is
advertising against you and maybe they have like a better title or a better
price is definitely product targeting ads are really subjected to star rating
and price competitiveness I see a follow-up I noticed I might main
competitor I wasn’t getting any so almost as if the listing was closed but
it wasn’t does that sound like a buy box thing to you been or what could what
could cause that to happen in terms of successfully getting volume from a
competitor and then it dropping off yeah I would you know check check your CPC
and check your bid make sure that you’re so competitive an easy way to test this
is just like double or triple your bid on one of your keywords or that Aysen
and then see if that ain’t impacts impressions if you can you know double
your bid and then over the next week you get a lot more impressions then it’s a
big problem if it doesn’t increase impressions at all then I think you
might need to look at your conversion rate and see see what’s going on there
Amazon always does take bid and relevance into account so if you’re not
converting very well against a specification the problem
deprioritize your ad there’s a lot to check on but I guess I’d start with
probably bid and seeing if there are any new competitors advertising against that
Sam Mason yeah I think we see that see that a lot where all of a sudden
impressions will drop off because there’s a huge new competitor making a
play in the marketplace so EJ hopefully we’ve answered your your question and
we’ve got another question so based on Ben’s earlier data during the Black
Friday to Christmas time frame we will see a potential average increase in CPC
and spend of maybe fifteen to twenty five percent should I do a blanket
increase of my bids and budgets of about 25 percent on Thanksgiving to stay ahead
of the competition let’s bring up that chart again I short answer I I guess
there’s no short answer may be I it’s yeah so like right right here this is a
you know plus 25% increase just for that we can do note that it went back down
and also note that this is for Europe we don’t see that quite as drastically in
North America so you may have you know a 10 to 15 percent increase here but it’s
not this you know 25 percent bump and then it does go up here you know from
you know 80 percent of baseline up to maybe 110 percent of baseline but it’s
it’s again not this this drastic change that we saw in Europe I think that this
probably varies really drastically per category and so some categories may have
you know a 50 percent bump that lasts throughout the entire season and some
may actually go down so you want to really keep an eye on you know what is
your CPC doing right now you know especially in Europe we saw the CPC
increase early on in November so you probably have some indication if if your
CPC is gonna go up I would imagine that you know if your CPC is gonna be high
throughout the holiday season that you it’s already gone up
a little bit and if that’s the case use the cost calculator see what kind of CPC
you can handle I based on where you think your conversion rates gonna be and
then yeah you know increasing your bid for Black Friday Cyber Monday seeing
what happens and then either decreasing it again or letting impress us on manage
the bid from the higher level given your a cost targets but you know that’s a
good way to go about it great I do want to make one additional just mathematical
point on that so in addition to the CPC do you know that the volume goes up as
well so just from the math of your question if you were gonna bring the bid
up you would actually want to bring the budget up a higher percentage than the
bid just because you know if you were to increase the bid 25% you’re also going
to be seeing higher volume so your budget ideally would go up even more
than just that 25% so just a quick mathematical thing to think about in
terms of when you’re making that decision that’s a great point and if we
look at this you know if we’re increasing CPC by 25%
and we’re in clete increasing clicks by a hundred percent I you know you have to
multiply those together so it’s 1.25 five times two so you’re getting a two –
naptime’s increase I in budget so if you know if you’re gonna and do that
multiply your budget by two to three times at least if you want if you don’t
want to be budget limited or if you want to like kind of keep pace with the
market you know obviously you can you can keep your budget the same you’re
just gonna run out of money you’re gonna run out a budget sooner great and so
Marcus I see your question about is there a webinar to get to know Prestozon
in general it’s like you’re reading my mind as we wrap up I was gonna mention
that our next kind of new user onboarding webinar is December 3rd so
we’ll we’ll send that out as a follow-up as well for any of you that are
advertisers or brands that are looking for some additional support with
your Amazon advertising feel free to reach out to me directly if you’d like
to be connected to one of our agency partners to follow up we’ll send a copy
of the webinar recording as well as some of the resources that we covered and I
think do we have oh I don’t know I don’t know if we have time to answer this ones
I’m not sure there’s ever a short answer about or stance on dynamic bidding but I
could get there isn’t I can’t do the long again 30 the short answer is
there’s a blog post that goes into depth about our philosophy on that but then go
ahead I yeah I mean the short answer really is
just experiment on here on products because it does vary pretty drastically
from product to product it can be useful but you have to be careful because you
are giving a lot more control over your bid if they do a good job with it it can
really knock things out of the park and be a really easy solution to getting
more sales but you just have to experiment with it on your own we’re
looking to do some studies on this and then we’ll publish the results as soon
as we have them great well thank you all for joining us today we appreciate you
taking the time out of your busy schedules with the holiday season and if
there are additional questions you can reach us at support at Prestozon or
just hit the little help tab in the application and we will followup with
you from here thanks and have a great day thanks everyone

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