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PGN is made up of an Exact campaign, a Phrase campaign, Broad campaign, an Auto campaign and the Product Targeting or PAT campaign. The latest PGN includes Product Attribute Targeting (PAT) and the new Enhanced Auto Target (EAT) campaigns.
The way we select the budget allocation and bid amount is based on the likelihood for you to compare Exact match.
The defense Ad Group and ASIN Ad Group have the highest likelihood for you to convert in a sale; whereas the Phrase, Broad, Auto, Brand and Category, they are research campaigns, and research Ad Groups, which are less likely to convert. So in order to risk less money we will budget slightly less, and bid slightly less. Now, let's cover these 5 entities one by one.
The Exact campaign is an offensive campaign that attacks other keywords and we will use 30% of the daily allocated budget and 100% of the Default Bid. Here, we will be targeting only the Exact Match keywords and it will be a repository for your initial set of keywords, as well as for any Search Term that our automation will identify as profitable, and mine.
The Phrase campaign will be a research campaign, and we will allocate 20% of the budget to it. And being a research campaign it is less likely to convert, so we will use 80% of your Default Bid. And we will be targeting only Phrase match keywords and it will be a repository for all the good terms that you will add. We will also test them as a Phrase match, as well as for all the search terms that our automation tools will mine for you. It's important to note that as we go about creating a PGN, we will negate (exclude) all the keywords that you put in the Exact match. We will negate them away from the Phrase campaign in order to avoid search term collision, and therefore leverage certain level of isolation.
You want to isolate the Exact, Phrase and Broad to not bid on the same search term in more than a location, and in more than one campaign. The next entity is the Broad campaign, which is also a research campaign, where we will allocate 15% of the Daily Budget and 60% of the Default Bid.
This is exactly like the Phrase match, wherein we will add any customer search term (CST) that we mine for you, or keywords that you may add as a Broad match in order to find and expand your reach to new long-tail search terms to bid on.
Here, we will also leverage Search Term Isolation. So we will negate, all the keywords that you add as Phrase matches, away from the Broad campaign.
The Auto campaign is going to be a research campaign or Ad Group with the new EAT, or Enhanced Auto Targeting. Auto by default will have 4 entities.
The 4 different targets within the Ad Group will be:
1) Loose Match. So this specific target will be created by default by Amazon in the Auto Ad Group. And this will go about matching your keywords to broadly related customer search terms.
2) Close Match. - will go about matching your keywords with highly relevant
customer search terms.
3) Substitute Match. will target the product detail page (PDP) of other people's products. The Substitute Match specifically targets your direct competitors.
So if you're searching for a "spatula" this specific target will bid on other similar spatula products.
4) Complements Match, which is the fourth target of the Auto campaign which will show your
ads on product detail pages that are complementary, or are accessories to your product.
Just a note, Autos were weird animals before, but investing in them now, they're not very weird anymore.
Product Attribute Targeting campaign.
This PGN feature allows you to do what the Auto campaign used to be only able to do, but now we can do it with PAT and be more precise. So we can go and target specific product detail pages, specific competitors, or even your own products with your own advertising. With the PAT we can also target specific subcategories for a broader reach of ads. Subcategories can be further refined, filtered, or segmented in terms of brands, price range and star rating. And that's why at the beginning when you go about creating a PGN, we need to know your product price and your star rating, because we will use that data to create a very pro-segmentation of all the targets.
PAT can only be used on the Ad Group level. You cannot have a PAT campaign. But you can have a PAT Ad Group, and yes you can negate ASINs away from the PAT and that's fantastic, because if you are bidding on an ASIN, that is not working, you can negate the ASIN, or Pause the Ad Group.
PAT ads can show up on all the same pages, where Sponsored Product ads are displayed, but in different locations.
The first Ad Group that we will create in the PAT is the Defense Ad Group.
And the goal of this Ad Group is to defend your listing and to take as much risk possible within your own listing in order to improve customer retention.
Here we are targeting individual products and every ASIN in your catalog. These specific targets behave similarly to an Exact Match keyword. This is the same strategy you will be able to leverage with just a click of a button within our PGN structure. Moving on, we have covered the Defense Ad Group.
Now let's go and discuss the ASIN Ad Group in PAT. This is offensive unlike before with Defense Ad Group where we defend our listing and we retain as much traffic possible with our own Brand.
Now we can go about attacking other ASINs and this is the goal of the ASIN Ad Group. Within the ASIN Ad Group we're going to target the top 200 listings of the Amazon API that tells us your product is relevant to. And these are also Exact matches and is similar to an Exact Match.
The 3rd Ad Group we're going to create for you, will be the Brand Ad Group.
And this Ad Group is very similar to a Phrase campaign, which is like a research Ad Group.
Here what we will do is we will target all the Brands within your suggested categories, based on the SKUs you submitted for advertising. Amazon will tell us to which categories the items are relevant. And based on the categories both items are relevant to, or suggested categories Amazon will give us the 50 top brands within those categories. And we will take every single category that Amazon tells us you're relevant. And within each of those categories we will identify the top 50 brands of your competitor. And for each brand we go about segmenting their catalog in 4 different ways.
So we will bid on Brands, but they are further refined by higher price, lower rating. This is the highest likelihood of conversion because you're bidding on items, which are more expensive, that are cheaper than yours.
So we will use 100 of default bids as we have the highest likelihood of conversion then we will bid on lower price lower rating Brands. So we filter by brand with lower prices lower rating,
In this, you have a less likely low conversion so we're going to use 80% of your Default Bid.
Another segment is by higher price higher rating more expensive product with higher ratings, so they could be perceived a higher value product so you're even less likely to convert so we'll use 60% of Default Bid. The last segment is lower price higher rating.
In this one you really have a very small chance of conversion and it's really about what you offer and what differences within your product compared to the one you are targeting because you are selling something more expensive with a lower star rating. Because of this risk, we're just going to use 40% of your Default Bid. Now for the last Ad Group, which is the Category Ad Group.
And this Ad Group is very similar to a Broad campaign, which is like a research Ad Group. It is the same as the brand Ad Group where targets are refined in 4 parts, same as the brand Ad Group, whereas bids will be refined by higher price lower rating with the highest likelihood of conversion.
And we'll use 100% of the Default Bid. Then we will bid on lower price, lower rating
categories with a less likelihood or low conversion. So we'll use 80% of the Default Bid. The next segment is by higher price and higher rating. This is more expensive products with higher ratings. This is perceived as higher-value products within the category, so you are most likely to convert less. And we will bid with only 60% of your Default Bid. The last segment is lower price and higher
rating. With this segment you'll have the smallest chance of conversion. And it's really more on what you offer and what's different in your product compared to the one you are targeting because you are selling something more expensive with a lower star rating.
And that being said, we will only use 40% of your Default Bid.
We have showed you what's inside the PGN, and now we're going to cover the automation that works specifically only in the PGN. And is available to you only if you have a ZonTools Dominator subscription plan, which is our highest plan.