November 19, 2019
Prestozon Amazon PPC Advertising – Ben’s Prestozon Workflow Walkthrough Demo + Tutorial 2019

Prestozon Amazon PPC Advertising – Ben’s Prestozon Workflow Walkthrough Demo + Tutorial 2019


Hi everyone, this is Ben. I’m a co-founder of Prestozon and we’re gonna walk through my workflow When you open Prestozon you land on the analytics page and this shows you kind of just how your accounts doing overall There’s a bunch of options here. You can change the date range you want you can go back and you know, look at last month Or you can look at the last 30 days, which is the default setting You can also filter down to Amazon sponsored brands or Amazon sponsored products You can filter down to just one campaign or set of campaigns. On the charts you can add a bunch of different metrics so you want to see how CPC is trending over time or Have a conversion rate you can do that looks like our conversion rates gone up a little bit over the last month By default, it’s got ACoS spend and sales because these are most important metrics for driving your business You can see that on this account. The spends been pretty flat and sales have fluctuated which has led to an ACoS fluctuation on these charts you’ve got the Two lines for each metric one is the daily value one is the 7-day average On Amazon, there’s a kind of weekly periodicity So it’s really important to look at the seven-day value whenever possible because shoppers shop differently on different days of the week So when you look at a 7 day rolling value, you can understand what you know The metrics are comparable where you know over here maybe be comparing like a Monday over here. Maybe that’s a Tuesday But the 7-day rolling values include all of the days of the week So a good workflow is to start with adding in just Say the campaigns that are relevant to one product group So you can know that you’re focusing on one product group and optimizing just those products then going to campaign Explorer and see that here that Performance, research and auto campaigns here. And it looks like the performance is doing pretty well But the research is not doing so well you can expand ad groups and and targets keywords and product attribute targets are like ASINs and categories and Here we can see that the main driver of the poor ACoS is this black hat Broad match keyword we can click on that It’ll take us into the keyword explorer where we can look at search terms when we find that only one search term is really driving any meaningful sales here and the rest were just spending money on and not getting any sales so we can negate those by just clicking on negative and that takes this text and and Makes an exact match negative in this research and the magicians hat research ad group If we just hit create one negative keyword And then you can go through and do that on all of these or if you click the little lightning bolt It does instantly with the default settings What’s really powerful is to go to the Search Term Explorer and Look at the search term performance across campaigns So this is really where Prestozon shines and especially the analytics portion the customer experience is the same whether they land on a keyword in the auto campaign or the performance campaign or the research campaign all the customer knows is that they searched on “Magic Hat” and they got shown your ad and So what we want to do is we want to aggregate that search term performance across all of these campaigns Most software can’t do this We built Prestozon from the ground up to be able to support this kind of search term aggregation Because that is the ultimate goal of Amazon is controlling which ad you show for which search term and how much you pay for that So here we can add in keywords, and we basically build up from search terms we can see that “magicians hat” is Actually only getting exposure to in one exact match keyword, which is perfect This is what we call Search Term Isolation so the search term is isolated to one exact match keyword if you want to change your performance Or exposure to that search term. All you have to do is manage one bid Where as down here for “black top hat”, we have three keywords that are getting exposure to this search term one of them is an auto campaign the other two are broad match keywords and The really tricky part here is that if we want to manage exposure to “black top hat” we have to manage all three of these all at the same time and Generally, you can’t do that very well. Because if we say lower the bid here on “Top hat” which is at a $1.44 for a “black hat” is at $1.60 Say we lower that even further in and “top hat” now We’ve taken down to $0.50 these 41,000 impressions are likely to just go to these two And it’s not clear that they’re gonna stay at this performance level They may carry this performance up to these two keywords. So you’re not actually managing your overall performance You’re just managing which keyword gets the impression Which is really why the search term isolation strategy is so critical because if you reduce your bid here, you know you’re reducing your bid on just this search term and you’re controlling that entire search term rather than Just moving impressions around between keywords The other thing to know here is that if you are looking at one One keyword It has exposure to a lot of different search terms and these search terms may have different cpc’s So this one’s at $0.87, this one is at $1.36 we can’t effectively manage this search term with the same bid that we managed this search term with Because we may opt to decrease the bid to a $1.20 which may cut off some of the high-priced clicks for this search term But it’s not going to really affect this search term at all Again this is why you want to move to exact match keywords and only You know basically isolate the performance of one search term to one exact match keyword Now we’re going to move on to Suggestions if we take a look at suggestions and We first land on to bid suggestions Which is kind of the the heart if Prestozon this was one of the first features we release after analytics the Each bid is treated as a as an experiment. So this is really different than most people handle handle keyword bids Most time most the time you look at some arbitrary date range say 7 days or 30 days or 60 days Say how is my performance for that time range and then you make a bit adjustment based on that? And what we do is we look at the last time the bid changed and say how did that bid perform and if it performed well that we might increase the bid and if we it performed poorly that we might decrease the bid and So this one’s saying that this one’s run for 85 days Is usually in your account. If you’re actively managing it you might have experiments between like five and fifteen days long You can see some of these are shorter it this is saying that for 85 days we’ve run a bid or $0.56 it’s spent $1142 at a 15% ACoS if you want to see the rest of the metrics you can just say show a performance and We get all of the metrics here Because of this performance I We’re gonna say we’re gonna increase the Increase the bid and meet our target If the If we’re above target Then we’re gonna decrease the bid you can accept these big changes just by clicking on these you can modify the bid to say, let’s say we wanted to Get a lot there you can increase that there apply five changes and those get sent to Amazon you can also apply them in bulk and Send those all at once or what we prefer is using automation. So if we come over here and we returned automation on as soon as we generate a good suggestion that gets sent to Amazon and this just lets Prestozon keep on top of your bids for you so you don’t have to worry about it you can still go in and find a keyword now we’re in the keyword details page and you can manually manage this bid and This is a great way to use automation say we wanted to see if we could get a lot more volume and maybe we put in a bid of $1.50 and That’ll kind of throw a wrench in the automation a little kind of like a You know Do a really crazy experiment and then if it works well automation will go from that baseline and Optimize from there and kind of like kick-start it if it doesn’t work Well automation will catch it and bring the bid back down. So you can just kind of play around with your bids and run Interesting experiments without having to remember exactly what you did But going to campaign manager the other Options here are to change your ACoS target This is one of the first things you should do when you set up your account Prestozon make sure that all of your a cost targets are set properly that affects the bid suggestions and It affects the color coding and analytics so you can quickly spot what’s working. Well, and what’s not The other thing here are rules so The main levers that you have in your account are keywords and bids So we want to make sure that we manage both properly if we open up If I click on this eye and we open up the Prestozon rules engine, we see that we have two rules acting on this group We’ve got a promotion keyword rule and a negative keyword rule if we open up this promotion rule It tells us how keywords are going to move around. So we’ve got three ad groups in this rule auto performance, research We’re looking across all three of them for search terms that have converted and when we find a search term that’s converted We’re gonna create these four keywords an exact match in the performance group abroad match and a negative exact connection group and a negative phrase in the auto group And what this does is it isolates the search term to the performance group it allows us to maintain that longtail research in the research group and Kills all of the related search terms in the auto group so that the auto group is now just new search term discovery that were It’s not going to overlap with a research group and this allows you to have three campaigns that have very distinct purposes and you can control kind of lifecycle phases with budget instead of having to kind of scale along your research as you scale up your performance in The beginning of a product life cycle your auto and research are going to have a lot of budget in your performance moment and then as soon as you start moving keywords over and optimizing bids in the performance group and Negating them in auto and research then you can scale up the performance budget while scaling down auto and research If you want to automate the keywords that are found Just click automated hit Save Changes And as soon as we find this search term that has made a sale those the rule will fire and all of the keywords will get created Well show you how you can modify these If you didn’t want broad for example in your research group, you want your phrase It’s as simple as just changing that so now we’ve got a phrase started in the research Maybe you don’t want to negate them. You could do that if you’d like This is our recommended set up but it’s very flexible and you can add in more ad groups or you can remove ad groups It’s a very flexible engine. We designed Prestozon to sit on top of any strategy You don’t force any strategy because we know each account requires something a little bit different These suggestions show up over here in the suggestions page if we go to keywords You can see that the “magician’s hat” search term has Made almost 2,000 or spent almost $2,000 it made $11,000 in sales And so we’re gonna create four keywords the ones that we just saw in that rule a broad and negative exact in the research An exact match in the performance in a phrase management and negative phrase match in the auto Can just click that hit apply one action. Those four key words get sent to Amazon We have a couple other options here. We can either ignore the suggestion or we can snooze it for two weeks So if you’re like good This doesn’t have quite enough data for me to think that making it into a new keyword is good You snooze it or if you think that it’s just completely irrelevant, then you can ignore it and it won’t show for that rule again You want to look at the overall performance here? Just click show performance. You get all of the metrics you could say maybe this one’s not a good one to create and has a very high cost our Recommendation is generally to create them as long as you’re isolating them because then you can control the performance with bid But you know, it’s it’s also a reasonable thing to just ignore the suggestion You can also create these in bulk by just hitting create all made me apply nine actions If we go back to campaign manager One-click campaign setup kind of ties all of this together, so Let’s say that you wanted to advertise capes You just call your product “capes”. I would say we have a couple ASINs for that You just put those here note that Vendor or AMS accounts require ASINs and seller accounts require SKUs. Make sure you start the right kind of ad or The ads won’t actually run in Amazon Then we go over to the sponsored product section and add a couple seed keywords. Let’s say Cape Cape costume You can see that we’re starting to populate the preview here So we’ve got three campaigns capes Auto capes research caper formance we’ve got it both at both of those ASINs running in each ad group and We have the two research keywords started here as broad match and the negative exact match in the auto group and then for the performance campaign, let’s say Saving our but the product is a kid’s cape costume We know that we want to rank for that or we know that it’s going to convert we can start that as a performance keyword that Starts it here as an exact match negates it in The research group and units in the auto group So now we have a really neat setup where we have those three campaigns each with a distinct purpose The auto group is going to get new search term discovery And the research group is going to get exposure those long tail search terms The performance group is just going to get exposure to the search terms that are in the performance keywords We do have automate performance bids turned on if you don’t want to start that way you can turn it off But we recommend turning that on We don’t recommend Managing bids with automation in the research campaign because you get exposure to such a broad set of search terms that you should generally be managing it with maybe a default bid or or budget or negatives but you kind of the Strategy for managing research bids is a little bit different and we have some blog posts on that that go into that strategy The performance group is really all about your it cost target though So we’re trying to hit a 30% ACoS target if you want that different and you set that here we do recommend setting your a cost target within 5% to 10% of Where you expect it to be? If you know if you’re in a very competitive category then a Reasonable it cost may be, you know fairly high it like 100% If you’re in some of the you know nutrition or cellphone cases or anything like that and so setting it to 20% is just gonna not get you any volume because we’re gonna try to reduce the bids and That’s just not going to be a competitive bid so set it kind of close to where you think you’re going to be but obviously kind of Balancing that and the business decision of how much you want to spend on ads We also start rules here so in we start this new keyword rule where We’re searching across all three of the ad groups for any Search term that’s going to make a sale or that has made a sale and then we start up this set of four keywords Just like we saw in the rules rules editor earlier We start a negative keyword rule that searches across the auto and research groups and the gates in both of those at the same time This is where that cross campaign search term aggregation Shows its power because we want to see search term performance across both ad groups because you’re serving the same ads so we don’t care what campaign it showed up and we just care that the customer saw an ad that was in those campaigns and so if the search term performs poorly in aggregate across both of these campaigns Then we want to negate it in both of them at the same time So all we have to do now is hit create structure and This whole set of campaigns ad groups ads and keywords. Get sent to Amazon and then on our side we create the keyword rules and the automation Settings so that the ongoing maintenance is handled and essentially you’ve got creation and ongoing maintenance all set With just a few settings and one-click setup and then hitting create structure One cool thing too from here is You can restructure campaigns say you have a You wanted to restructure the magician’s hat campaigns and so you created one click set up campaigns like this and let’s say you had Say these magic wand campaigns were actually existing magic hat campaigns and you didn’t like the way they were structured So you wanted to restructure them. For example in this one. We’ve got the exact troop and phrase group in the same campaign You can just add them into the rule as source campaigns without creating any keywords And we will search these for any search terms that have made sales and then start up the correct Set of keywords in the new campaigns this makes for very fast restructuring essentially just go through the one-click setup wizard and then you can draw in all of the search terms from your existing campaigns and then pause the Existing campaigns and you will transfer all that performance over to the new ones And that’s pretty much how you get started with presses on Analytics is always there to help you understand how your accounts performing and how you can get more performance out of it Suggestions are as transparent as we can make them and We always want you to know what’s going on in your account. And then The keywords Are always there and you can go through and create these manually I do recommend doing these manually in the beginning because then you can see what’s resonating with your customers and even get a good sense for what’s working and then negatives Will be here and you can create these apply to actions And then those get sent to Amazon and then essentially your ongoing maintenance of your campaigns are very simple and then you just check in on analytics every once in a while and that is Basically the standard workflow for using Prestozon. Thanks. PROMO CODE: PRESTOTRIAL1 (2 weeks FREE).

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