Demo Mondays #57 – Perpetua

Perpetua is an AI-powered optimization platform for Sponsored Ads on Amazon. Perpetua’s Ad Engine helps the world’s smartest Brands, Media Agencies and Sellers increase sales, minimize advertising costs, and dramatically save time on the minutiae of managing Amazon ads. With features like keyword and ASIN harvesting, algorithmic bidding, advanced targeting (brand, category, competitor), total sales analytics and best-in-class mobile apps – Perpetua gives superpowers to anyone who sells on Amazon.

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Perpetua is presented by Adam Epstein

List of features covered in this video:

01:08 About Perpetua
02:46 Introduction of the company
04:02 Perpetua App
05:47 Pricing
06:42 Partnership with Amazon
07:54 Account overview
08:04 Aggregate performance
09:03 Sponsored products campaigns
09:28 Launch of a new goal
12:32 Bestseller rank
14:16 Segments reporting
15:26 Toggle the regions
15:50 Branded and unbranded goal
17:17 Sponsored brand goals
19:02 Sales analytics
19:17 Blanded ACoS
20:29 Future features
22:54 Special offer – 50% off for your 1st two months with Perpetua


Transcript – Walk-through of Perpetua

[00:00] Augustas: Welcome back to Demo Mondays. Demo Mondays is a video series where we invite different Amazon seller software creators, and we ask them to present their products just like this on the screen. And today my guest is Perpetua.

[00:21] Augustas: Perpetua is presented by Adam Epstein. Hello, Adam.

[00:26] Adam: Hey, Augustus. What’s going on? It’s great to chat again.

[00:29] Augustas: Yeah, it’s good. Thank you very much for joining this recording. We will talk about the product you are leading, right? Can you introduce yourself and can you tell us what exactly Perpetua is in a short sentence?

[00:47] Adam: For sure. I’m Adam Epstein, VP of growth at Perpetua. We provide AI-powered optimization software for Amazon ads, specifically sponsored ads on Amazon. We work with many different types of Amazon sellers, brands and agencies to help grow their business on Amazon.

[01:04] Augustas: And Perpetua – what does it do and how does it help Amazon sellers?

[01:08] Adam: Yeah, of course. So we built very powerful but easy to use software, to manage and optimize sponsored ads on Amazon. And as everyone knows, sponsored advertising is probably the most scalable, measurable and effective way to grow one’s business, both attributed and organic on Amazon.

[01:29] Augustas: Great. So, let us get to know a little bit more about Perpetua. Can you tell us what marketplaces do you cover in your software at the moment?

[01:40] Adam: Yeah, for sure. So we cover every marketplace that’s available via the Amazon advertising API. So that means all of North America, all of Europe, Japan and Australia.

[01:50] Augustas: Yeah. That’s cool. And what kind of Amazon sellers are you targeting with your software?

[01:56] Adam: We work with all types of sellers, so that could be that one seller that sells one particular product. And I was looking to efficient ways to grow that business. And we work with sellers that manage hundreds and thousands of different ASINs, that work with their business. We also work with brands, whether it could be Crocs, awesome footwear brand. Could be a Kimberly Clark, also known as company that does Huggies. And we work with agencies. So that could be full service, full-service Amazon agencies that manage the end to end the Amazon experience on behalf of their clients. Or it could be media agencies that just manage the advertising on behalf of their clients. We kind of think of our customer set in those three segments, sellers being a very, very big piece of that.

[02:37] Augustas: All right, so thanks a lot for the introduction to Perpetua. And let’s jump to this screen. I know that you have prepared some intro slides, right?

[02:46] Adam: Yeah, of course. So, before we do it a proper demo of our product, I thought it would be really good to convey a little bit more about us as a company and how we think about Amazon advertising. So really quick, we’re a venture back. We raised over $10 million. We’re a 30+ person team based in Toronto, San Francisco, in New York. We think that there’s e-commerce advertising businesses, $100 billion business, and Amazon is just getting started in that. So I love this quote. As everyone knows, Amazon as level the playing field, whether you’re a large seller or a brand and the way in which you win, it’s using sophisticated ad products to own the search page. So everyone knows that campaigns are typically managed via manual processes to come up with a hundred different keywords and bid prices, match types on those keywords.

[03:37] Adam: Fundamentally, we’re of the view that because this is such a manual process, humans are inherently ineffective at doing this on their own. Humans should not be doing this. And when people talk about AI, machine learning and big data, this is specifically the type of task it’s best suited for it. Lots and lots of manual roads, tasks that require always-on frequency and the highest level of optimization. So we like to say we give superpowers to anyone that sells on Amazon. So with us, you start with a goal. From there you set your target daily budget and you set your target ACoS, you press launch and you monitor performance in our beautiful web and mobile apps. And this is what goes on behind the seats. So the moment you press launch, we use your historical advertising history to springboard our campaigns. We add the initial campaigns that you don’t need to come up with any keywords or bid prices.

[04:22] Adam: We come up with all those keywords based on the best of the best of your historical data. And then we ingest search term reports daily via the Amazon advertising API and we’ll inject a new keywords into the campaigns if we believe that it will convert ads, if you’re given ACoS target, or we’ll bid more or less aggressively on existing keywords within the campaign. We do mash type optimizations on each keyword and algorithmic thinking on keyword and match type combos. At the day level we pace out campaigns, so they don’t go dark. We want to make sure your campaigns are always on. And for every single goal that you launch, we’ll launch an auto campaign, a keyword campaign, and a product targeting campaign. The aggregate budgets of the three campaigns will equal the target daily budget that you’ve set in our app and they will talk to each other and rebalance amongst themselves based on what’s driving sales and efficiency.

[05:13] Adam: And then finally, our predictive models optimized for total sales, not just attributed sales. And that’s a really important concept that we introduce a lot within our products. So we allow, right, if you were had a branded product, allow you to set distinct ACoS and budgets based on your granted terms, category terms and your competitor keywords and targets, in case you want to go after competitor, keywords, and ASINs. And we provide you with some advanced analytics to be able to see that and understand the true impact of Amazon advertising. So how we price ourselves, I know this was something that Augustas you wanted us to bring up. So we put our customers based on pricing tiers based on the amount that you spend on a given month. So if you spend less than $5,000 a month in spending, and we charge $250.

[06:00] Adam: If it’s in between 5k and 10k, it’s $500 a month. If it’s over $500, you get $500 2.5% of ad spend. And if it’s over a 100k, then we provided an additional level of support. Anything over $5,000 a month in ad spend, you get a dedicated data strategists that will set up quarterly calls and on-boarded calls to make sure you’re set for success. We really make an effort to over-educate and over-communicate with our clients at the outset, so they’d become an expert in using our product and can leverage all of the strategic collaborators within our product that drive the most amount of sales on Amazon. And I think this is a really important slide that conveys the nature of our company. We are a deep product and engineering company and we did take great pride in fast following all of Amazon features.

[06:50] Adam: So we were the first company in the world to offer sponsor brand optimization, the first company in the world to offer product targeting optimization. We will be the first company in the world to offer sponsor brand video optimization for those customers that you leverage the Amazon DSP. In January, we’re launching consolidated reporting for both DSP and sponsored advertising. And at the moment, we’re proud to say that we’re the only company in the world that can launch a sponsored brand ad on a mobile device. So really, really powerful example of how we are the best in class product that company and as I’m sure you know, Augustas and chatting with a number of your followers and listeners, what people learn is that, whenever you jump on and onboard an Amazon ad units, quickly, their early mover advantages, cost per click might be particularly low.

[07:43] Adam: There may not be many people leveraging this and Amazon will subsidize it. So we want to be able to ensure that our customers are able to jump onboard these opportunities as quickly as possible. So, this is our product, in which here will provide you with consolidated performance across both sponsored product and sponsored brand ads.

You’ll see your aggregate performance here. You can manipulate whatever metric you choose, whether it be impressions, click conversions, cost per click at the account level. We show you these nice graphs, be able to see sponsored products, sponsored brand and total sales at a glance. We also provide you with activity streams. If you’re multiple people managing an account, you can keep yourself accountable and know who’s doing what on the given account to understand the changes that have taken place. Another cool thing that we offer is we offer annotations on this graph here.

[08:35] Adam: So you’re enabled, you can see very quickly the impact that your changes take place on the results of your advertising. Here it shows a campaign launch. But a really helpful example might be if I changed my target ACoS from 30% to 50%, and I saw a very significant corresponding increase in sales and spend, you can identify that change caused that outcome or the business. So here I can look up my sponsored product campaigns.

Again, I can manipulate date ranges. If I wanted to know month to date, it’s early in the month. I can see how I’m doing month to date relative to the same period last month. But if I want to look at the 30-day view, you can see how the percentage changes are across the board. Here we only have two goals with specific metrics. But I want to show you the process of launching a new goal and how easy it is first.

[09:28] Adam: So if I launch a new goal, I’m going to take this kid some “water pump”. So I select the product I’m going to do Universal targeting. We offer brand base, so distinct take ACoS budget targets for branded and unbranded targets. And then Advanced targeting would be distinct ACoS and budget targets for brand category and competitor if you want to be super aggressive and going after your competitor spend. So here I’ll do the “Kedsum Water Pump”. We show suggested targets based on your historical data. So what we really try and do is, pass the button from your campaigns that our optimized campaigns as efficiently as possible in our first, let’s call it two weeks together. We want you to set your target ACoS as close to historical and set your dark daily budget as close to history as possible. So here we have 25% ACoS and $50 daily budget and I’ll press “Launch goal”.

[10:22] Adam: And the moment I press launch, two things are gonna happen. One, we’re going to launch those three campaigns in seller central. We’re going to launch the auto manual keyword and product targeting campaign and we’ll also automatically phase out the existing spend on this ASIN. So a lot of our newer customers ask us: “Hey, what did I do with my old campaigns? Do I need to shut them off or anything?” So what we do is, we phase out the existing spend on those ASINs over the course of 48 hours, ramp our spend up over 48 hours such that 48 hours from now, 100% of the spend on this ASIN will be optimized via Perpetua. A lot of our customers say: “Oh, like if I’m watching new campaigns then how am I going to get my sales velocity up?” We found that this 48-hour transition is the best way to do so.

[11:04] Adam: So I’ll press launch. And the goal has been launched and I’ll start to generate data within Amazon shortly thereafter. So as you can see here if I look at my Fogless Shower Mirror goal, I’ve set my target ACoS at 45%, my realize that ACoS is 39%. I can see that it’s been going down in the past week. So that’s really good to see. And I can go look at the percentage change metrics on my spend. So I can see” “Hey, my attributed sales are up 40% my spend is up 30%” and my ACoS is 9%”. It’s a pretty good time of year to be selling on Amazon as I’m sure you know. My metrics are going to be really solid and you can see here I can adjust my target ACoS if I want it to go higher or lower.

[11:51] Adam: And additionally I can change my budget as well. So I can change my budget from $400 cause I could spend $456,37 here. So I might want to change it to $500. I’d given that I’m below my ACoS target and I’ve been performing really well. But before doing that, maybe it’s best to do a deep dive into this product to see what’s driving all the sales and what’s the cause of that. So as you can see on our fake metrics here, black Friday, Cyber Monday was very, very positive for this product. I can manipulate metrics as I see fit, so I can change my impressions, clicks, conversions, cost per click. One of the cool things that we offer is Bestseller rank. So you can see your bestseller rank overtime on a given product. So if I want to go bestseller and shower mirror is an interesting thing here is that at the beginning of them I’m not always one of two but now I’m one out of 11. So despite the fact that all of my metrics are good, that just means that a lot of people are buying shower mirrors during this period of time.

[12:50] Adam: I really actually haven’t done that much better than my competitors. In fact, they’ve done worse, because at the beginning of the month when my sales weren’t as good, I was out one or two. So maybe that’s an indicator that I should have been more aggressive or should be more aggressive going into the future on advertising.

[13:06] Adam: If I’m coming back here to attributed sales ACoS, I can see how that’s been performing over time. I like to look at spending attributed sales against each other. And then you can see here in the metrics specifically what’s been driving that amount of sales. So I have my auto campaigns doing particularly well. I have the cute specific keyword shower mirror that’s obviously doing very well for me. And if I wanted to do a deep dive into the shower mirror, you can see exactly how that has been performing. So you can see the search query that’s led these types of sales. Additionally, a cool thing that I like to show is our ad engine bid price changes over time. So you can see that bid price changes as cost per click changes. And you can see these day to day fluctuations and bid price, a really good example that a human could just never change current bid prices on it’s such a frequent basis because there’s just too much data to uncover. But you can see the correlation between bid price and CPC for this particular product. And that’s a really good example of having an understanding of what our software is doing behind the seats.

[14:12] Adam: Another cool thing that I like to see is we have this thing called Segments reporting. So it’s good to know, how much of your spend is coming from your category or competitor keywords in ASINs. As an example, my category keywords in ASINs are going to be shower mirror. But if I’m going after my competitor stuff and want to go on a conquesting strategy, you can see Honey bowl is coming up with $44 sales, Shave well company’s $17, so the fun thing with competitor conquesting is that’s true with incremental sales.

[14:45] Adam: If they’re searching for one of your competitors and they come to buy your product, that isn’t something that they were going to do intentionally. And there’s also a nice aspect of everyone wants to dominate their competitors on Amazon. So being able to see this and being able to see the search query, this is obviously a lot of product targeting cause the ASINs to show up and then you can see the targets here. It’s primarily coming from the auto campaign. So that segment reporting is really powerful reporting that we can encourage all of our customers to guide their ad strategy with. Do you have any questions from here, Augustas?

[15:18] Augustas: One thing I’m thinking is more for international sellers – how do they switch between the regions? But maybe you will show us.

[15:26] Adam: That’s a great question. So, unfortunately, the demo account is only for the US, but if you see here where the US flag would be, if this demo account sold in multiple regions, you’d just be able to click the flag here and you’d be able to find Germany, UK, Canada, Japan, and you just click the flag and be able to toggle between the two here.

As you can see here, the Banana Bag Drink is a branded and unbranded goal. So I want to have a distinct ACoS and budget on my branded terms and my unbranded terms. Because as I’m sure you know, going after your branded terms on advertising it might cannibalize your organic, so it’s not a good way to lead to profits. So here I want to have a distinct ACoS. My ACoS is 2% on my brand and my real ACoS is 1%, my budget is lower because I don’t want to spend too much on my branded terms. And you can see that I want to be a little bit more aggressive on my unbranded targets, so 6% on unbranded, I real ACoS is 5% and then I wanted to be spending almost $150 on my unbranded targets because this is the type of stuff that’s going to lead to true incremental sales growth.

[16:37] Adam: So as you can see here, I can change my branded phrases so I can do a banana, yellow or bananas bag drink. I can change my branded phrases. Bananas bag drank might be one of my brands of phrases. You can very easily add those to the campaign and update the goal in case you realize that you haven’t had a new brand phrase before, and you want to add to that. And then you can see here that I can change my ACoS and budget target very quickly based on that as well. But I want to go to my sponsored brand goals. They operate very, very similar to sponsored product goals. So you can do a deep dive or preview into exactly what’s going on. But we are one of the only companies in the world in which you can launch a sponsored brand ad via their product rather than just taking over an existing one on Amazon, and it’s an awesome experience. So here at my kids, some I can do new product list page, might do a custom URL or Amazon store. Here I’ll add the image. So I’ll do this lovely dog image. So “Lovely Dog Sponsored Brand ad for Augustas”. I’ll pick the three ASINs that I want to show up there. So there we go. I’ll pick up the “SB Ad for Orange Klik”. There we go. And I want my targeting ACoS to be 50%, my target Daily budget to be $200 and then I’ll press “Launch”. And so we just launched a sponsored brand ad. So anyone that’s launched one of those on Amazon knows it can be a little bit of a time consuming and painful process. So really, really easy way to launch a sponsor brand ad. And we can do a deep dive into this the same way that we can do a deep dive into a sponsor product ad. So we can manipulate certain metrics. So if we want to see the click-through rate, average order, order value, conversion rate, cost per click, we can see the products that were being advertised in the copy that we have.

[18:54] Adam: And then again, you can see the keyword performance on the sponsored brand ad as well. Those are sponsored brand ads. And then finally we have our total Sales analytics.

It’s really, really important to look at your total sales and the interplay between attributed and organic to understand the impact of Amazon advertising. So here I can see my total sales. We have our Blended ACoS. So Blended ACoS being ACoS over total sales, not just over attributed sales. And I like going into deep dives on specific products because it’s tough to understand the impact of advertising if I’m looking at my four accounts. But here as an example, I like to look at organic sales against attributed to a graph, right? So I know in these instances that if my attributed sales are going up and my organic sales are going up at a disproportionately higher amounts, I know that advertising is working and I should probably be throwing my more money at that.

[19:51] Adam: But if my attributed sales are going up and my organic sales are going down, like my advertising might be cannibalizing my organic, or I might just need to retweak my advertising strategy and Blended ACoS is a really good sign of that. So if my Blended ACoS is going up, I’m not getting enough money off of my organic sales and that means that my profits are going down. So we want you to read you understand this metric and retweak your advertising strategy so that you can have both attributed sales and organic sales going up at the same time. So that’s pretty much it.

[20:29] Adam: We have some really exciting features in the near future that we’re super excited to share with our future customers in January. Sponsor brand video is something that we’re really, really excited about that’s also known as Video in search. We’re also looking at distinct ways to have our customers dominate certain keywords. So saying “I want to dominate this flagship category keyword like “shower mirror”, I don’t care what my ACoS is, I just want to be top of search and dominating this, so that I can own my organic rank”. And we’re launching a very powerful feature in January that we like to call Keyword boost that allows our customers to do that.

[21:10] Augustas: Wow. Amazing. So also you’re basically answered my next question of what kind of features are you planning to release, but you all said in the last 20 minutes.

[21:19] Adam: Yeah, so that’s why those are two really. We obviously fast follow Amazon’s advertising features. We launched sponsored display advertising last month. So for any goal that you have, you can add retargeting to one of the 2020 year goals. So if you’re not leveraging the Amazon DSP, you can leverage sponsored display advertising for retargeting purposes. We’re super excited about sponsor brand video. I’ve mentioned that a few times. We think it’s going to be a very powerful and rich ad unit within Amazon. And we also very bullish on Amazon’s attribution program. So I’m sure a lot of your savvier sellers are running Google and Facebook ads on their Amazon page. So being able to understand the true impact of those ads to their Amazon sales is really, really important. And for anyone that’s dabbled in Amazon’s attribution data, they can kind of see that. So putting that within our product and allowing you to maybe even purchase Google Adwords within our product based on your Amazon data, could be some exciting ways that we could try value for our customers in the new year.

[22:27] Augustas: And talking about pricing, I don’t remember there was mentioned regions, everything is covered, right? You are just pricing accoring to the spent.

[22:35] Adam: That’s right. That’s exactly it. So for every single market that you’re in, we aggregate all of your ads spends, you pay one monthly fee. All of that ad spend is determined based on what territory you’re in for whatever region that may be. And one thing is we’d love to extend an offer to all Orange Klik customers that see this video. So, we’d like to extend 50% off for your 1st two months with Perpetua. That offer expires on January 15th, 2020, but Augustas, if you want to send as many Orange Klik customers our way, we’re all for it.

[23:14] Augustas: Yeah. So those who are watching the recording after the mid of January 2020, so this offer might be expired, but still check out the Perpetua’s website for anything new, which is coming up. And how can people, who are watching right now, claim that discount?

[23:34] Adam: So anytime you sign up, you just mentioned “Orange Klik”. You just say the word “Orange Klik”, or say “I love Augustas”. You can get 50% off your 1st two months.

[23:46] Augustas: Perfect. Thank you very much, Adam, and good luck in your business.

[23:49] Adam: Take care, Augustas, it’s been a pleasure. Thank you.

[23:52] Augustas: Bye. Bye.


 

DEMO MONDAYS is a Monday video series hosted by Augustas Kligys, where the creators and owners of Amazon seller softwares are invited to demonstrate their tools to the audience. Watching these presentations will help you decide, which software to choose for your Amazon business.

About the Author Augustas Kligys

Augustas Kligys is the host and creator of several popular virtual and in-person summits for Amazon sellers. The first one is European Private Label Summit, which covers a lot of important topics for those willing to grow their Amazon FBA business in European Marketplaces. The second - AMZ Seller Summit - an event, where experts shared their Amazon business optimization secrets and mindset, which helps to elevate your business to the next level. Augustas also hosts weekly DEMO MONDAYS video series, where Amazon seller tools are demoing their products. If you want to meet Augustas in-person, visit one of his live events for Amazon business owners: European Seller Conference, PPC Congress, and Seller Fest.

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