2.2.1 – Creating a PGN

Transcription:

Hello and welcome to the Zon Tools PGN Tutorial Series.

In this video I’m going to show you how to create a PGN. In the previous video we covered what PGN is within our system.

To begin you can use the Add New button which is at the top right of every page of our platform, or you can open the left menu and select the Add New option over there.

Whichever you click, a pop-up appears showing a list of actions we can take on a PGN. For now we’ll focus on creating a brand new PGN.

As I already covered in our previous video and as you can read here, PGN is a system, a group, an ecosystem of campaigns, a broad campaign, a phrase campaign, an exact campaign, and an auto campaign. Its function is to completely manage enabling, pausing keywords; manage your bids; manage customer search term mining, as well as customer search term negating, all automated based on the thresholds you provide.

So let’s go ahead and create a PGN. Click Add New and you will be brought to this screen. Imagine you’re on Amazon, you need to tell Amazon the name of the campaign or ad group. In this case, we ask for the name of a PGN. My advice is to name it after the product you’re advertising either include an SKU as well as the letters ZT or PGN for easy search and to separate the ones we created from the ones you did.

Let’s proceed. Enter TEST Spatula SKU in the PGN blank field and just to remember that this is a campaign created on Zon Tools I’ll add ZT. Bid+ is optional. Since we’re going to create four campaigns for you, my advice is to leave Bid+ off and maybe later switch it on only for your Exact campaign.

Because most of these thresholds have already been covered in a previous video about how to set up rules for your existing campaigns, I’m not going to go too in-depth on them.

The Maximum Keyword Spend is the highest amount you want to spend per keyword without a sale. The lower level will be the dollar profit you make for a product. The higher level will be how much you sell your product for.

So assuming that I’m selling the product for $15. If I was to launch this product, and this was the first campaign, I will put $15. If, on the other hand, this is a maintenance campaign, a maintenance PGN and I don’t want to spend so much, I will figure out how much the profit will be on this product. Assuming it is a 30% profit margin, my profit would be $5, and I would enter $5. I will not want to spend more than the money that I’m making on a keyword without a sale.

Let’s say this is a visibility campaign, I’m happy to go aggressively. So, I will put $15. For the Target ACoS, if it is a visibility campaign I generally can go for my profit margin which is in this example, 30%. On the other hand if I was willing to keep 10% in my pocket, I will instead input 20%. But in this case, for the visibility traffic ranking, I use 30% ACoS target assuming that my profit margin is 30.

I’d like you to notice that two tips pop up which can explain what I’m saying.

As in Amazon we ask for the Default Bid. What is the default bid of this PGN? What happens on the back end with your default bid is that if you input $1, we stagger this bid down as follows: 100% goes to the Exact Level, 75% to the Phrase Level, 50% to the Broad Level, and Only 25% to the Auto Level.

For you to get started with the least amount possible for your business, you can just push out PGN after PGN knowing that we will take care of the staggering.

Of course, subsequently, you can edit this threshold and this bidding strategy but for now, in my experience working with hundreds of customers in Zon Tools, this is a very good starting point.

Daily Budget: is the daily budget for the whole ecosystem, not for one campaign but how much you want to spend for this product across the whole PGN. If you specify a $100 daily budget, we’ll stagger it and bid 40% of it on the Exact Campaign, 30% on the Phrase, 20% on Broad, and 10% on the Auto. It becomes $40 on Exact, $30 on Phrase, $20 on Broad, and $10 on Auto. We do this for you because having worked with hundreds of users, we’ve seen that this is pretty much what you’d do if we didn’t stagger everything.

Bid Increment: by default is 0.11. After a certain amount of clicks that you define under Min Action Clicks, in this case, after 10 clicks, we’ll observe your Average Bid, and add add this (0.11) to your current bid. Again, I’ve covered more of this in-depth in another video. You may want to check it out to learn how to set the rules on your existing campaigns.

Minimum Bid is the absolute minimum bid that our tool will set within this PGN. Again, it is well covered in the other videos. The default is 0.2.

Minimum Conversion Rate, by default is zero (0). It’s also been covered in another video. Please check it out.

Basically, aside from the Max Spend and the Target ACoS, I set everything to default.

SKUs. What are we going to do with SKUs? This being a test campaign, I’m going to enter two TEST Spatula SKU, one per line. The most important thing about this is that you have to put SKUs that are relevant to the same keywords within a PGN. Also, you have to put the SKUs that have the same price point.

So, you wouldn’t want to put an SKU  you’re selling for $10 and an SKU that you’re selling for $100 together because it will be very hard for you to optimize. Our automation tool will run based on your threshold and so, you need to consider what your ACoS and Max Spend will be. The third point is that they should be relevant to your profit margin because we’re going to optimize for ACoS and your ACoS threshold is based on your profit margin.

So, you can put as many SKUs as you want as long as you cover the three points I just mentioned.

As for Keywords, my advice here as a starting point is to have a great item.

You should choose a very good product because of market research, create a fantastic listing and have a very deep keyword search. Here, you should put 5 to 10 high volume, high relevancy keywords from which our tool will grow because we will start mining from the Auto Campaign, the Broad and Phrase match, the custom search terms users/buyers use to buy the product, and we’ll add them back to the system. Thus growing the amount of keywords you have and the visibility of your campaign.

Now, start with 5 to 10 high volume, high relevancy keywords. If you observe that the PGN is not evolving fast enough, you can always add more. For example in this presentation, I’m going to put test KW 1, test KW 2, test KW 3, and test KW 4.

If the Sync button is on, we will push this data to Amazon. We will create all the ecosystem of the PGNs, campaigns, ad groups, keywords, all the biddings and everything for you and then, we will sync back to our dashboard. We’ll download everything back to our dashboard so you don’t have to anymore.

This is good if you’re creating and working only on one PGN but it takes some time. Generally, it takes about 20 seconds to push everything to Amazon and download back. The more keywords and SKUs you have, the more time it takes to download it back.

If you’re to create more than a PGN, say 10 PGNs one after the other, my advice will be to switch the Sync off and just push all of the data to Amazon and once you’re done creating all the 5, 10, 11, or 20 PGNs, sync all the data at once from within our platform which will streamline your work process and make everything much faster.

But for the sake of presentation, right now, I want to sync everything back so I can show you what happens. So I’m going to save this product group and as you see, the dashboard is processing and I’m going to pause the video for now. It took about 10 seconds. Once the PGN is saved you’ll get a notification.

Your product PGN can be seen in two places.

If you simply go to the Campaigns page and like I advised, search for zt, you’ll see what the PGN has done. The PGN has created four campaigns for you. Every campaign has a maximum spend of $15 and a maximum ACoS of 30%. Although the Auto campaign shows Unset here, it is also set to the 30% ACoS threshold.

If you go to your Product Group dashboard, you’ll find a product group named TEST Spatula. Because it is a new PGN we don’t have any statistics. For that we’ll merge and sum up the statistics of all four campaigns within the PGN and show you in a very clear and easy-to-understand way, how the whole ecosystem of the PGN is performing. You’ll see if you’re reaching your goals or not.

To see what we did, you can click on the Ad Groups. This will bring you to the Campaign level (There is a specific video on how to navigate our platform). I’ll click on the red icon which will show me the Ad Groups. You’ll see all the four Ad Groups within the PGN with their default bids. As you can see, the default bids have been staggered by our system as follows: $1 in the Exact, $0.75 in the Phrase, $0.50 in Broad, and $0.25 in the Auto.

If I go back to the PGN level and look at the campaigns inside the PGN, you’ll see that the campaign budget has also been staggered. The highest budget went to the Exact, 30% to the Phrase, 20% to the Broad, and 10% to the Auto.

I hope this video was helpful. In the next video we’ll cover how to add new keywords, SKUs or negatives to your currently existing PGNs.

Thank you for watching and see you in our next video!