2.1 PGN Overview
Hello,and welcome to the Zon Tools PGN Tutorial Series. This is the first video dedicated to the PGNs — what they are, why we created them, and how you should use them to grow your business, optimize your ads and leverage our automations.
Amazon offers you only two layers, Ad groups and Campaigns. But we know that as a seller, in order to optimize the performance of your advertising, you need to be specific. You need to segment the matches, so you want to bid at phrase, broad and exact matches as well as leverage the auto campaigns.
We created the PGN to make that possible. PGN is a container that includes four campaigns and I’m going to show you easily here.
This is the PGN Structure. Whenever you create a PGN, you tell us the SKUs or SKU you want to create the PGN for. In this case it’s “Pet Treats”.
What the system does is to create a group of four campaigns: Auto, Broad, Phrase, and Exact, each of them including several Ad Groups. For the Auto you can have only one ad group. For the Broad, Phrase, and Exact, initially, you will have only one ad group but the more you grow your campaign or PGN since each ad group can contain one thousand keywords, you will need to have more than an ad group per campaign, per PGN eventually.
We do all these automated for you. So, whenever the first ad group is full, we create a second ad group and start putting keywords in there. As for the exact campaigns, you will not only need to grow the ad groups’ amount as much as your keywords grow but you will also need to test segmented bids as we do in Keyword Recycler.
So, the PGN Structure I showed earlier is a way for us to be able to run all our automations from top to bottom including Keyword Miner and Term-Inator which are the most powerful automations.
Keyword Miner and Term-Inator simply looks at your custom search term report and finds terms. Keyword Miner finds terms that are converting within your set threshold. Then what we do is to add them back to our system which is the full PGN. So, as soon as we get a hit and find the custom search term that is converting within your threshold, we will add it back within the PGN Structure system for that specific SKU.
How do we add them back through Keyword Miner? We add them back as Negative Exact in the Phrase Campaign level, as Negative Phrase in the Broad Campaign level, and as well as Positive. So, we will bid in the broad campaign for the term at broad level, bid at the phrase campaign at phrase match and bid in the exact campaign in the exact match.
Basically, the Keyword Miner will leverage the reports from the Auto, Broad, and Phrase Campaigns and will find new custom search terms but then, will be added back in here (Phrase) then we will bid for them in the Broad and Phrase and the exact match.
However, Keyword Miner will not negate that specific term in the Auto Campaign. The reason is because the Auto Campaign generally has a lower bid than the other campaigns. So, in case you’ve received a hit and you’re converting well for a term in the Auto Campaign, we choose not to negate it because Keyword Miner takes whatever you bid and puts it back as an active keyword within your campaigns. Most likely, you’re going to bid higher than your Auto. So, this bid takes over but might not perform as well as it did in the Auto, and this triggers the automation Keyword Guardian to pause that specific keyword. That’s why we choose not to negate it in the Auto.
Once the keyword is taken out of the Auto and putting the Exact, Phase and Broad is not performing within your threshold and we are forced to pause it, you will always have the same term before performing well. The Auto keeps performing in the Auto.
As for Term-Inator, we do pretty much do the same. We check the custom search term report of the Auto, Broad, and Phrase. For each term that is not converting within your threshold or not converting at all, we take the following action. We add it as Negative Exact in the phrase campaign, as Negative Exact in the broad campaign, and as Negative Exact in the Auto Campaign so that the term will have no more chances to come out as a combination, and you will not bid anymore for the term.
Now we choose not to edit as Negative in the Exact Campaign because a term that right now to our automation looks like a bad term might receive some conversion in the next 7 days. Hence Keyword Miner takes it and puts it as Exact in the Exact campaign, and you will be able to keep bidding on it.
I hope that this explains the PGN. I’ve added an additional screenshot over here that you’re free to pause and look at for yourself. This is an explanation of how the matches work on Amazon.
Whenever you’re bidding for the word pet treats, if you’re bidding for the Exact match, Amazon will only show your ad for the keywords pet treats, and pets treat, which are exact matches of what your’re bidding,
If you’re bidding for pet treats as a Phrase match, Amazon will show your ad for all the phrase matches in the lighter green container (organic pet treats, pet treat with fish) as well as the words in the exact match. The phrase match includes all the combinations that have the word pet treats as a phrase as well as the exact match itself.
If you’re bidding for pet treats as Broad match, Amazon will serve your ad for any customer search term that includes the word pet and the word treat anywhere in them. It doesn’t have to be in a fixed order as in the Phrase match. Broad is a broad match but you still need to add the word pet and the word treat in order for your ad to be treated. These (how to treat a pet, are treats good for pets, treats for pets) are some examples of what a broad match can yield.
It’s interesting to notice that the Broad match includes all the combinations that might come out of the Phrase match as well as all the combinations of the Exact match.
As for the Keyword Miner, the reason why we negate that terms at the campaign level the way we do, is for you to have free segmented and separated containers which you are bidding on, which allows you and our system to perfectly optimize your bids on what you want and don’t want.
So basically, if you negate the phrase match from the broad, you’re left only with the broad matches. If you negate the exact match at phrase level, you’re left only with the combination in the phrase matches.
I hope this explains what the PGN is, and why we choose to start using this additional layer on top of what Amazon offers.
Thank you very much for watching! In the next video, I will show you how to create a PGN and how to set thresholds for the PGN as well as how to track its performances.
Thank you so much for watching, and see you later!
Originally published at Zon.Tools.