Optimize your PGN every two weeks with these 4 strategies
Every two weeks you can optimize your PGN to make it more effective. These 4 tried and tested strategies speed up the machine learning and makes your PGN more powerful:
Strategy 1 : Adding Relevant Keywords to your PGN
Strategy 2 : Adding Negative Phrase to your PGN
Strategy 3 : Running Repair PGN
Strategy 4 : Increasing Max Bid
Strategy 1 Adding relevant keywords to your PGN
The Keyword Miner (KWM) mines for keywords based on the Relevancy Trigger setting, which by default is 2. This means that KWM will mine a Customer Search Term (CST) not only if it fits within your thresholds/rules, but also only after it generates the 2nd sale.
But this 2nd sale may not occur that quickly, or may happen but over a very long period of time. To hasten this, we have 3 ways to support the KWM.
A keyword with all three characteristics:
has generated 1 sale
falls within your PGN rules/thresholds
is clearly relevant to your product
To find highly relevant keywords
These three methods help you look for highly relevant keywords and are all applicable to all ad types: Sponsored Product, Sponsored Brand and Sponsored Display.
Why 14 days? You need to have a period filter of at least 14 days as Amazon's algorithmshow that by the end of the 14 days, you have concrete information on whether a keyword is good or not. It takes at least 14 days to get the data you need in order to optimize your campaign effectively.
Amazon Delay? There's always about a 48 hour or up to a 40 hour delay.
On your Ads dashboard, click the Product Group Network tab.
A table of all your PGN appears. Among the PGNs, choose which one you want to work on and generate PGN’s CST report.
Finding the Relevant Keywords
Click Advanced Search.
Filter the CST report according to three characteristics of a relevant keyword.
Only gather those CST with all 3 characteristics:
With just 1 sale
Within your PGN thresholds
Closely relevant to your product
All the relevant keywords appears.
Decide how many keywords you will add to your PGN.
Click Bulk Action and click Add to PGN.
Add these CST as keywords to your PGN.
Product Group Network > CST report > Advanced Search > Bulk Select Customer Search Term > Bulk Action > Add to PGN
PPC automations are nice and cool, but nothing beats your brain.
Task 3 Running Repair PGN
Amazon's algorithm's show that in the PAT campaign, the suggested Brands and suggested ASINs change multiple times a day. Given that two ad groups yield moving targets and may impact the PGN in different
Hence, it’s good to periodically run Repair PGN to cover new additions even if the PAT campaign does not need repairing (by toggling on No Defense, No Auto, No Category). The breadcrumbs below is a snapshot of the steps but for a complete discussion and steps is here: Repair PGN.
Product Group Network > Repair PGN
Task 4 Increasing Max Bid
Check all keywords/targets that
have sales and
have a bid equal to your Max. Bid setting.
If your ACoS is good, you might want to increase your Max. Bid (keyword or PGN level) to allow for more impression, clicks and sales.