Demo Mondays #23 – Trendle Analytics

Trendle’s mission is to make the day-to-day running of an Amazon store more efficient.

This means automating your customer service emails, receiving review alerts, managing your Sponsored Products (PPC) campaigns, keyword tracking, inventory management, profitability analysis, recovering money owed to you by Amazon (FBA Reimbursements), split testing and more.

In addition to saving users hundreds of dollars by not having to use half a dozen different tools, Trendle makes life easier by having all major features under one roof.

Special offer:

Sign up for Trendle here: http://demomondays.com/trendle

Use coupon code DEMOMONDAYS and get 2 months free trial.

Trendle is presented by the founder Tanguy Rohou.

List of features covered in this video:

00:34 What is Trendle Analytics, and what problem does it solve for Amazon sellers?
01:20 For what kind of Amazon sellers Trendle Analytics is the best fit?
02:08 What marketplaces are covered by Trendle tool?
02:37 Is it necessary to connect your Amazon Seller Account with the software?
03:13 Overview of the idea behind the Trendle Analytics
04:26 Dashboard overview: FBA Reimbursements, Automatic Email Campaigns, New Product Reviews and Seller Feedback, To Do List
06:31 Keyword Ranking – you can track as many products and keywords as you want.
07:25 Example of a keyword tracking stats for a specific product ASIN
08:30 FBA Reimbursements – an optional feature
10:21 Seller Feedback – daily update on the latest seller feedback received across all marketplaces
12:07 Switching on and off the daily email notifications about new seller feedback
12:23 Product Reviews – list of all the recent reviews across all the marketplaces
13:37 Can we know who is the reviewer?
15:45 Automatic Emails – sending follow up messages to your Amazon customers
16:08 Example of creating a new email campaign. Choosing the marketplace, time when to send the message.
17:27 Sending message to buyers of specific product ASINs only.
18:09 Sending message to all customers, new customers or repeated customers
19:34 Creating the message body by inserting the Auto Fill tags and adding attachments (max 8 MB)
20:54 Sending test email campaign to a specified email address
21:42 Email campaign statistics: delivery and opens
22:21 Upcoming feature: email A/B testing
23:01 PPC Manager – Ads Performance feature
24:08 Ads Performance Dashboard overview. Filtering ad campaigns. Working with keywords.
26:24 Bad and Good Search Terms – simple management of ad campaigns
28:17 Ads Recommendations – creating advanced campaign optimization rules
29:33 Ads Products Costs feature
31:54 Ads Campaign Manager – creating, pausing, enabling
32:15 Suggested Keywords – tool which will find recommended keywords for a specified product
33:36 Advertising – Duplicates. Duplicate Keywords and Duplicate Search Terms
35:55 Change History – tracking the changes you have made via the seller central and via Trendle tool. Upcoming feature: ability to roll back to the previous setup of the product.
38:15 Pricing overview
39:42 Upcoming feature: one simple view consolidating all the analytical information about the business across different marketplaces.
42:36 What’s the best way to get in touch with the Trendle support?
43:06 Offer: use coupon code DEMOMONDAYS to get 2 months free trial of Trendle Analytics.


Transcript - Walk-through of Trendle Analytics

[00:00] Augustas: Welcome back to another session of Demo Mondays. Demo Mondays is a video series presented on Mondays where I invite Amazon seller software developers and creators to show their products just like this on the screen. And today, my guest is Trendle Analytics.

[00:06] Augustas: Trendle Analytics is presented by its founder Tanguy Rohou.

[00:08] Tanguy: Hi Augustas. Hi everyone.

[00:36] Augustas: So let’s get to know Trendle. What is it and what problem does it solve for Amazon sellers?

[00:40] Tanguy: Yeah, sure. So Trendle Analytics is, first of all, born from my own experience. I’ve been on Amazon for over six years and selling internationally. The main focus of it is to focus on the product life cycle. So I’m really, really focused on how to manage your products once you’ve found the product you want to sell. So all the way from the first listing and managing your products together, and first sales all the way to even exiting and ending your products. So it comes from my experience of bigger pain points where I spend most of my time as a seller to managing the life cycle of the product and everything that goes around that to my business.

[01:22] Augustas: And what kind of Amazon sellers are you targeting? Beginners or advanced ones?

[01:29] Tanguy: Yeah, beginners and advanced sellers. I more look at how detailed your sellers want to get into. So even if you’re a beginner seller, you might want to be very detailed in how you launch your product and how you’re going to manage your product. I have features for those people who want to be really, really into the details of that product management, and you can go as deep as you want. Or if you want something a bit more easy to use or automatic — you don’t want to spend too much on it, and you want to click just a few buttons and get a few alerts and be a bit more not so much into the details. Then you can also use that.

[02:10] Augustas: And what marketplaces are you covering with your software?

[02:13] Tanguy: All marketplaces where Amazon FBA exists. So this is North America — with the USA, Canada, Mexico — and Europe — with UK, Germany, France, Spain, Italy — and also India. And it also [covers] Japan and recently, Australia. I think 11 in total.

[02:33] Augustas: Australia is in your list, so it’s very rare. And is it necessary to connect the seller account with your software?

[02:45] Tanguy: Yes. I think there’s one feature you can use without connecting your Seller Central account. And of course, you can use the tool for that. We’ve got a few people doing that. That’s fine. But clearly, if you want to use it to its full power, you have to connect your Seller Central data with Trendle Analytics so that we can obviously give you more power to your business.

[03:05] Augustas: Thanks for the introduction. So let’s go inside the Trendle Analytics
software and let’s learn how it works.

[03:14] Tanguy: Great. So I’ll take you through step by step for each of the different features that we currently have on Trendle Analytics and I will also, afterwards, give you a bit of a hint of what’s coming up soon on the next features. I basically build what I think is what I need to run my business and again, all focused on the life cycle of the product. So I’m not looking at, “How do I find the next multi-million dollar product?” I’m more focused on, “Once I have a multi-million dollar product, how do I manage that product and its life cycle?” So that means getting the first sales, understanding what is selling well and what’s not selling well, managing my advertising, etc., and being alerted for new reviews, sending emails to my customers to solicit feedback — all these things are what we really focus on here in general. My entire roadmap is based on what my users are telling me. So what they want to see or what they want to be able to do within that vision is basically what we build. So I have a big team and we build exactly what people want. So the more people ask for features, the more we will build.

[04:29] Tanguy: When you first log in to your Dashboard, after you’ve given us your access to your Seller Central data, we’ll show you here a few key metrics. These are added on every few months. We had a few more metrics on here, so you can expect this to grow. It’s a very, very simple overview of what’s happening in your business. And we focus on our first three cool features which we developed. The first one is the “FBA Reimbursements” and I’ll talk about that a bit more later. But this is basically money that Amazon owes you as an Amazon seller. For example, when a product is lost in the Amazon Fulfillment Center, or when a customer has issued a refund but has not returned the product. Now, these are cases where Amazon should reimburse you, but they don’t always. So what we do here is we track every single inventory movement, every single transaction for the last 18 months on an ongoing basis so that we can tell you exactly how much you’re owed.

[05:29] Tanguy: And if you want, our team will even go to Amazon and claim the money back for you. So this is a service we offer. You can also see your “Automatic Email Campaigns.” This is the emails you can set up to send to your customers for a new purchase so that you can ask them for feedback or maybe send them some more information regarding the product, like a PDF manual with instructions, for example. And here, you can see the “New Reviews” you may have received. So it is “Seller Feedback” or “Product Reviews”, and this would be like an inbox. On top of receiving an email alert if you want to, you can also log in here in your dashboard and you can see, “OK, today I have 185 Seller Feedback and 373 Product Reviews which I need to look at to see if maybe there’s some one-star reviews in there which I need to deal with, or if it’s just five-star reviews, I can just archive.” And here’s this little practical “To-Do List”, which you can write down a few things that you want to do today or the next few days so you don’t forget. So it’s all here on your dashboard.

[06:34] Tanguy: So I will take you to the first feature which we have here, which is “Keyword Ranking.” Keyword Ranking, I think, is known by lots of people, and our software’s offering this. The basic idea behind this is people think that Best Sellers Rank is what’s important for your product. But the Best Sellers Rank is quite irrelevant, to be honest, because shoppers on Amazon will search by keyword, by search term, and not by category. So what’s really important is to know where does your product rank for certain search terms. So if a customer types in “bottle of water” and you sell bottle of water, where do you rank? Are you on the first page, are you on page 20 or page 100? With Keyword Ranking, you can track as many products as you want, as many keywords as you want, and every day we’ll give you an update as to where your product ranks for each of those keywords.

[07:27] Tanguy: So if I give you an example here for this particular product, I can go in and see — for any number of keywords which I’m tracking — the rank. So here, for example, it’s rank number 4. It has not moved in the last 24 hours and it’s still on page one. And if I click on here, I can see a graph which will show me the evolution over time. So this is a very simple tool, but it’s very, very powerful to understand — especially when you launch new products — where do you rank. If you rank on page 20, then it can explain why you’re not getting so many sales. But it could also be quite helpful for your advertising campaigns if you realize there’s a search term which is really important and you may want to target that search term aggressively on your advertising or PPC campaigns, you should expect to then see an impact on this keyword rank. That’s why it’s very useful to follow the Keyword Ranking for each of your products. The next feature, which is more of a service which we offer, which I mentioned earlier, is the “FBA Reimbursements.” This is, as I said, a service. So I always say this quite clearly — this is an optional feature and it’s billed on top of the monthly subscription that we charge. Why do we charge an extra fee? Because we handle this for you as a managed service. There’s a lot of solutions out there where you can find out if Amazon owes you money. You can go to Amazon and argue with Seller Support and also to get your money back and all this. But what we found is it’s actually quite time-consuming to do that because Amazon will not always be very agreeable to this.

[09:21] Tanguy: So we offer this as a complete followed managed service. We will go into your account but with limited permissions, and we will just file [reimbursement] cases to Amazon on an ongoing basis. So we’re constantly having your back basically. Once you join up, you’ll probably have a lot of cases, so we will handle all of that. And then afterwards, on an ongoing basis, as soon as there’s a new claim that we can raise with Amazon, we will just do it straight away. You never have to worry about any of this anymore because we’ll always be filing as soon as there’s a possible claim. We will charge you if we win the claim — if we are correct with the claim — and it will be a 10 percent fee. This is a very, very useful feature for lots of our users. It’s actually one of our most popular features simply because it takes all the hassle and the time that it takes a lot for many people to chase up Amazon to manage all the different reports that you have to manage.

[10:42] Tanguy: So this is a very liked feature for all of our users. If I go into the “Reviews”, I have here the confusingly named “Seller Reviews.” It’s actually your “Seller Feedback”, so we’ll be changing that name. But in here you basically, everyday, will get an update in terms of what are the latest one- to three-star seller feedback that you’ve received. This is very useful because clearly, you can react on it very quickly. And it’s particularly useful for people who sell in multiple markets because otherwise, your only option is to go to Seller Central and look in Marketplace 1, Marketplace 2, Marketplace 3, and go one by one to see if anything is new. Here, we just put all of it together. You can see here I’ve got some from the US, from the UK, Germany, France, and it’s all put together in one place.

[11:07] Tanguy: So it’s very, very easy to look out for what’s going on. And you can choose to see by SKU, or by ASIN, or by product name, so depending on what you prefer, you can see that. You can see obviously the rating of that review, who’s left that review and the order number. If you click on the order number, that will link you out straight to your Seller Central, to that order, so you can see more details of this order and also then contact the buyer and ask them why they were unhappy and try to resolve their problem. And we try to treat this as an Inbox service, a bit like your emails. So once you’ve basically resolved the issue or you cannot resolve it, you can just simply archive the review or the feedback. This will move it to the “Archive” table so you can then just keep this as your clean inbox of things to work on and your goal is basically, like your email inbox, to have it clean, to have it at zero [unread messages].

[12:18] Tanguy: You can simply tick up on here to receive daily email alerts, any new review, you’ll be emailed once a day telling you which new reviews you’ve received, so that you can come in and take action on it before it starts impacting your sales. And if you go to the “Product Reviews”, it’s exactly the same process except that, with Product Reviews, we will show you all the reviews — so five-star reviews as well as one-star reviews. And again, for all the marketplace you’re selling in, you can choose to view the SKU, or the ASIN or product name, so it’s depending on what you prefer to read.

[12:48] Tanguy: If you click on the SKU here, for example, this will take you to the review page of that product on Amazon. So you could also see maybe a bit more context about that review to see if there are many other negative reviews or many other positive reviews. You can also click here on “Link to Review.” This will take you specifically to that specific review. So you can just in one click go to that review and leave a comment. For example, you’re trying to reach out to the reviewer to say, “we’ve been trying to get a hold of you to resolve your problem.” You can do that very quickly and very efficiently. We will be enhancing that soon so that you won’t even have to leave Trendle Analytics.

[13:27] Tanguy: You could just do it straight from the application, add a comment and then send it and we’ll post it on your behalf on Amazon. A question we get often is, “Can we know who the reviewer is?” Unfortunately, since a few months ago or about a year ago now, Amazon has removed a technical trick that used to exist to enable us to know who the reviewer really is, so you could then track back to your orders. Now, there’s no way, at the moment, of tracking this anymore. So the best thing that we can offer you is an advice to look at the reviewer name and the purchase date for the product and try and figure out who it could be. In this example, “DW” is going to be very hard to track down, but maybe this one, the second name here, might be easier to track down because they might have used a real name while leaving a review. We are going to bring in a feature which is going to help you in that selection process where we will do a lot of research based on the reviewer name and the dates and the product boards and even what is said in the review, so that we can try and help you [determine], with certain percentage of confidence, who the reviewer probably is. But as I said, there’s no surefire way or finding that out because Amazon removed the trick that used to exist.

[14:56] Tanguy: So another really important thing in your [product] life cycle when you’re managing your products is — the first is the time you saved from the product reviews and seller reviews will be enormous. You will save many, many hours of clicking through each Amazon webpage to figure out if you have new reviews is a huge time saver. It’s not something you should spend your time on when you’re managing your products. FBA Reimbursement is also a big time saver. You should not be spending time when you’re managing your products in chasing after your suppliers and chasing after your partners. So this is really keeping Amazon honest and we’ll do that for you, which gives you tremendous amount of time and also money. So you get real hard cash back for this. And with the Keyword Ranking, again, the product management here really helps you in understanding where do you rank. It will help you explain why you are selling more or selling less on the day to day basis.

[15:47] Tanguy: The another key feature when you’re doing your product management is contacting customers. Creating a relationship with your customers is extremely important. And this is why there are many solutions out there offering this service of “Automatic Emails.” And the basic idea behind the Automatic Emails is to enable you to target your customers and also for review, or maybe send them a helpful PDF about how to use the product that you’re selling them. These are actually the two main scenarios people are using this feature for. And it’s a very, very popular feature on Trendle at the moment. You can filter by marketplace, so you can see here and send to all the marketplaces available. You would only send to your customers in those marketplaces.

[16:42] Tanguy: If you just want to send to customers in Canada for example, or maybe in Australia, because [they are] English-speaking countries, you could select that here. You can choose when to send a message to the customer, so “As soon as possible” or maybe a few days delay. And what should be the event. So do you want to send a message to the customers if the product has been shipped, has been delivered, or refunded? Or if you want it to be a bit more targeted in your communication, what you say to them, so when it’s being shipped, you can say, “Hooray! Your product is on its way to you!” and get the customer excited. And when it has been delivered — its probably better time point is a few days after delivery — say, “I hope you enjoy your new product. If you’re having a great time, please show the world,” kind of thing.

[17:38] Tanguy: Also, there’s a feature really asked by lots of users which is to segment products. So if you might want to send a specific email depending on which product is bought, so we can offer that. If you click on “Select Products”, this will load your entire product catalog and you can choose which products to include. So you could just take a few or you can just take all your products, and this will then filter the emails. So the emails will only be sent to a customer who has bought this product and it will only be sent three days after delivery, in this example. You can get even more segmented by looking if it is a new customer or a repeat customer.

[18:18] Tanguy: Now, why would you want to do that? Well, a lot of people believe that a repeat customer is a happy customer. So if you’re looking for reviews, you might as well target only repeat customers because they’re more likely to leave you a review, because they’ve bought several times from you. New customers might be a little bit more hit-and-miss — they might be unhappy, they might be happy. You can choose that if you want to, or you can just leave it to email all customers. You can be even more precise. If you’re [inaudible] FBM and FBA, you can even split your campaigns. So you might just want to send a specific email if it’s an FBM order, maybe you might include additional information regarding delivery or additional information related to that to inform your customer. So there’s really a lot of things you can do here just in segmenting your target audience.

[19:10] Tanguy: And back to the question you asked me at the start, Augustas. You asked if this for beginners or advanced users. Well, it’s completely up to you. If you want to be very advanced and very precise, then you can use all of this. If you don’t want to spend too much time targeting your customers, you can just leave it really broad and say “All Orders, All Customers, and All Products,” for example. So you can make it very quickly, your emails, and fly it out. Then when you create your email, and your Subject, and your Body, you can use “Auto Fill Tags.” Now, these are quite ways of personalizing your emails. You can even personalize it either by buyer name, product name, the link leading to product reviews, an image of the product and different sizes. You can put a whole load of information to make your email as personalized as you want it to be.

[20:04] Tanguy: We’re continuously adding more and more of these tags. So those things you don’t see on here which you want to have, just ping us an email or reach out to us in the chat and we’ll usually add that in and they’re usually be live in two to three weeks. So basically, this is growing very, very fast because people are asking for more and more of that precise little tags they want in their emails. I mentioned it before, you can add an attachment. So if you have a PDF which explains how to use the product — which is something I would really, really recommend, because it creates more customer engagements and may also reduce your return rates — you can add that as an attachment to your emails. The only limitation to the attachment is it’s only 8 megabytes, because Amazon does not allow more than 10 megabytes for email. So we limit you to 8 megabytes to be sure your email’s going through. And a neat little feature down here is to send a test email so you can send it to your email address or one of your colleagues or friend.

[21:06] Tanguy: You can choose a sample Order ID from your customers so you can receive an email to your inbox or any inbox with some real data, so you can really see how this email will really look like to a customer. This is very, very powerful because if you just have a preview, you may not actually see how people might really see it. If you can send it to a real email, you’ll really see how it looks like on a customer looking on Gmail, Yahoo, Outlook, or wherever it might be. It might look different. So it’s really important to see and test your emails with real data and with real email address.

[21:44] Tanguy: So once you’re done sending your emails, you can also look at “Statistics.” Now this is quite useful if you want to figure out which email campaign is reaching out to most customers and being opened the most and clicked on the most. This one’s a very simple statistics, so we’re just showing you, since the creation date, how many emails were delivered — and you can see it’s 100 percent delivery rate — how many were opened, and how many were clicked on. So you can see how you’re doing that. And this is filled out from Campaign Name down to the email. Within each campaign, you can send up to 4 different emails, so you can create your little sequence of emails if you want to. We’re about to enhance this in a few weeks with two features. One being just able to filter your statistics so you can see how over time your opening rates have evolved. But more importantly, we’re about to launch an A/B Split Testing feature. This will enable you to optimize your campaigns and see, “If I put this title versus this title, which one has the biggest opening rates?” Or “If I put the link to product reviews or seller reviews at the top of the email or the bottom of the email, which one gets the most clicks?” So this A/B Split Test will be really powerful to optimize your email campaigns.

[23:20] Tanguy: Another really important thing of the life cycle management of your products on Amazon — which is talked about by everyone and is the biggest hype at the moment — is the “Advertising”, the “Sponsored Products”, the PPC, whatever you call it. We have it here as well. Again, this comes from my experience from selling on Amazon for many, many years, and also from the users of the platform and their feedback on the features they want to see. This can be a very detailed feature if you want it to be. You can go very, very deep into details, or you can take a more high level view and not go and complicate into the features. So again, back to your point, Augustas — beginner or advanced — it’s up to you for how comfortable you want to be. If you just want to have it more automated, more simple, you can do that.

[23:59] Tanguy: If you want to be very, very precise, very picky about reaching the exact ACoS for your different campaigns, then we can also cater for that in the tool. The first thing you’ll see here on your “Ads Performance” is a view of the last 30 days. So you can see on a different card up here your performance in the last days on Revenue, Ads Spend, and many of these metrics. Little flip cards just enable you to see how it’s evolved over time. And then down here is really the whole power of it. So instead of downloading Excel reports every day to see how your performance is evolving, trying to merge that with your Excel report from the day before and the day before that, we’ll just update the data for you every day. So you’ll always see on here your latest Sponsored Products data. This is the first big main table, and all your campaigns will be displayed here by Impressions to Clicks, Click Through Rates, all the metrics you need.

[24:59] Tanguy: You can create some smart filters very, very quickly here. So if you got a lot of campaigns here with no data probably because they’d been paused recently or the budget is too low, I might just want to see campaigns by at least one Impression. You can just very simply click on on the “Min” and the “Max” as a filter, and this will filter through the campaigns. And what you can see here is it immediately shows me what’s most valuable for me, and you can do that for any number of criteria. So again, if you really want to drill down, you can really do that here. You could just go down to each campaign level, you can see your ad groups, and again, you can see all the metrics for this ad group and you can dig in. So this is more of a manual way to do it, but there’s also a very effective way.

[25:46] Tanguy: And then say, you find some keywords or some search terms that you don’t like, you can quite simply select a few and you’d put Negative Exact or Negative Phrase, or Change From Broad to an Exact, or you want to Pause or you want to Transfer to a different campaign or you just want to Stop Bidding on them. So you can really have a lot of actions you can take on each keyword and you can do it for as many as you want or as little as you want. So this is a very speedy way of optimizing your campaigns.

[26:18] Tanguy: We’re also working obviously on a lot of automation, how to make this process much, much quicker to save you even more time. And what you see here, we call them simply “Bad Search Terms” and “Good Search Terms.” So we’ve developed a more standardized formula of what, in general, are Bad Search Terms or Good Search Terms. And we specifically focused on search terms, because ultimately, search terms is what a customer searches for, and therefore will determine whether your campaign will be profitable or not. So we always focus on the search terms and not so much on the keywords, because a search term is the most important thing. What you can do here is you can already see that automatically, we’ve identified here from this account a whole load of Good Search Terms. These are search terms which should be promoted to keywords so that we can bid on them and control them. Maybe bid higher or bid lower on these ones to increase our sales. And also Bad Search Terms which we need to remove and list as Negative and avoid wasted spend on these ones.

[27:26] Tanguy: If you click on this, and this will basically filter out the table and just show you the campaigns and the ad groups which contain at least one of these search terms. We’re about to optimize this to be even quicker. For example, this is what it will look like in a few days. You will select here “Bad Search Terms” or “Good Search Terms” and you will directly see the performance. And from here, you’ll be able to, say one click or two clicks, this Bad Search Term will be listed as Negative. So super quick. If you don’t want to do too much work, use our “Standard Recommendation”, and then off you go — you’ll have Automatic Campaigns, you’ll come in once a week and you could just optimize it that way in just two clicks. This is really as simple as it can get to make your Sponsored Product Campaigns.

[28:20] Tanguy: But again, if you want to be much more sophisticated, you can go into our “Recommendations” on the left and you can just create any number of recommendations. A recommendation is the first step towards automation where you say, “For a specific campaign, I want to set a rule which says, for example, ‘if there are 100 impressions but no clicks, then the search term should be made Negative.'” And what we will do is we will show you all the search terms which match that criteria. So when you come again down to your Recommendations table and the results, you can see exactly which search term match this criteria. And again, in two clicks, you can list them as Negative. So it’s a very easy and simple way to optimize your campaigns. I can go into much more detail around this, but this is really very powerful tool which a lot of people use a lot. And the next step to this, as I said, is automating it. So once you are happy with the rules you’ve created, you’ll be able to just click a button which says “Automate”, and then we will do those two clicks for you. So the system will automatically do the clicking to list as Negative, for example. So a very, very powerful feature.

[29:39] Tanguy: Another very powerful and very detailed feature we offer is the so-called “Products Costs.” So here, you can see your whole product catalog, you can see the “Sale Price”, your “Estimated Amazon Fees” — this includes FBA fees if you’re an FBA seller. You can enter your “Unit Cost” — how much it cost you to buy the product and ship it to Amazon or to your own warehouse. This will calculate your default profit and your Profit Margin. And the real powerful thing here is, if you are creating a campaign for this product, for example, and you want to, say, retain at least 10 percent Profit Margin on the sales of this product, that means your ACoS should be 58 percent. This is really helpful because what we will do, if I go back to the Performance table, we will recommend to you a maximum bid that you can use.

[30:30] Tanguy: So this will be a maximum bid, it will come here in this column, “Max Bid”, where we look at the performance of that specific keyword, and we will tell you — based on the performance of that keyword, based on the profitability you want to achieve — we can tell you that you can increase your bid up to, let’s say, $3 and you’ll still be making a profit. Or if you’re currently bidding too high and you lost, we will tell you to lower it to, let’s say, 75 cents, and then at 75 cents, you’ll be hitting your profitability targets. So again, this is a very powerful tool for people who wants to be very precise and make sure they’ve been profitable. Because a lot of being talked about such as saying “25 or 30 percent ACoS is the right ACoS”, I think there’s no right ACoS. If you sell a product here for $30.

[31:18] Tanguy: It’s not the same as selling a product for $30 or $50 or $10. Your ACoS is going to fluctuate depending on each campaign that you have. So it’s very important to be able to drill down if you want to drill down and be very precise. And it’s also very helpful for people with many, many products, like myself, in many countries. I have over a hundred live campaigns at any one time, I can’t possibly remember which one has which target ACoS. So this just helps me calculate automatically what’s the maximum bid price to remain on the profitability targets, and I’ll just adjust my bid price according to that. So I know where my ceiling is.

[32:04] Tanguy: Then a few other things you can do. “Campaign Manager.” I’ll just touch briefly on that. Basically, it enables you to create campaigns or to edit current campaigns, or to change the budgets, to change the status from “Pause” to “Enabled.” So more of the basic Campaign Management stuff so you don’t have to go to Seller Central for any of this, you can do it all from here. A neat little feature we’ve just developed — and we’ll improve that in the coming weeks — is “Suggested Keywords.” I’d always encourage people not to do automatic campaigns because it’s just a waste of money, most of the time. But if you’re stumped and you can’t find any more keywords and you want some inspirations, you can just go to a little tool here, you just choose the country in which you want to advertise. So what this will do is it will show you the products you have sitting in that market and you can choose any of the products there.

[32:51] Tanguy: So I will take this first one. For example, for my catalog, and here within a few seconds, at one click, it showed me just 16 recommendations. But it’s still 16 keywords I could add into my campaigns if I have not already added them in. So again, it’s a very simple tool, very simple thing to help you much quicker and making sure you’re adding all the right keywords to your campaign. We’ll enhance this so you’re not just seeing 16 keywords, but hopefully, more like 50 or a hundred keywords. So you can be really, really sure you got all the right items in your Sponsored Product campaigns. Again, another huge time saving feature. You don’t need to go to five or six different tools or search engines or whatever. You can just go to here and you get already a strong selection.

[33:38] Tanguy: A good other feature is “Duplicates.” Now, what do we mean by duplicates? For example, you can have duplicate keywords or search terms, so that means that you might have the same keyword in multiple campaigns. Now this is quite inefficient because you’ll be spending money on the same keyword. So what you want to do is you want to check where is this keyword or search term most effective, and which campaign does it drive me the best revenue at the best margins. Because it will very hardly perform the same in different campaigns. So the best thing you can do is to remove the same keyword appearing in multiple campaigns — especially for the same product — and focus your budget on the one keyword from the best in that one campaign. So here, we simply show you the list of keywords, again by setting multiple countries, and you could just click on the keyword and it’ll show you the Ad Group label where it appears, and the performance.

[34:39] Tanguy: This is demo data, so there’s nothing on here. But here, you would see, for example, it’s appearing in three different Ad Groups in the same campaign. So clearly here, it’s been a strategy to put the same keyword in a lot of groups to see if it performs better as an Exact, or Phrase or Broad Match. And here, you’ll be able to see that it clearly performs better in, let’s say, Phrase. So you might have been Negative Exact in the Exact and in the Broad Ad Group. So that you really just focus on spending on that keyword in that one because you know, this is where it drives you the most profitability. Search term will be the same, so you’re looking at where you get the search terms appearing and whether they perform the best. Usually, I would say if a search term is profitable, move it as a keyword.

[35:27] Tanguy: But sometimes, it’s still good to see if the same search term appears with different products. Because I now very quickly see where it’s performed badly on this product, but it’s also appearing on other products and I know it’s also not relevant or I can also assume it will be about the former. You can immediately avoid spending money before you start spending it. So again, it’s a little bit more detailed feature, but very useful one to save a lot of money and a lot of budget. And finally, a little one to make sure you remember what you’ve done in the past is “Change History”, where you can just see which bid changes you’ve made, which keywords you’ve changed from which campaign to which campaign, ad group, match type changes and same for the Search Term Changes.

[36:15] Tanguy: It will tell you if you’ve made the change in Seller Central, or if you’ve made it through Trendle. This is the very first version of this feature. We’re going to be adding a lot more into this, including graphs and visuals, so it’s much easier to look at. Right now, it’s too much tables and Excel-like, but we’re going to be enhancing that with more nice graphs to enable you to really see what’s happened over time to your campaign, and it can be explained by, maybe, a change in bids or changes in keyword in that campaign. Because that will help you to understand the context behind the performance of your campaign, but also if you realized, maybe, performance has gone down because you’ve changed a bid, you’ll be able to track back and you’ll be able to strongly assume that maybe changing bid or keywords or maybe the budget is what’s impacted performance and you’ll be able to very simply click here on the column which has “Revert Change.”

[37:10] Tanguy: So in one click, you’re able to roll back and go back to what you were before, which hopefully, will restore the performance you had before. So it enables you to very easily see what you changed and come back on that. You can’t really do that on Seller Central, so this is again a very powerful feature which we offer.

[37:10] Augustas: So what do you click to roll back?

[37:31] Tanguy: It’s not shown yet. This is the feature we’re just working on right now. But again, another time saving neat little feature to save you [any click] — any click we can save you is the second you can use on something else. This is the way to where we are trying to approach this. Yeah. So that’s pretty much it for what we have right now. As you can see, there’s some high level features if you want to keep it simple or very detailed, if you want to go very detailed.

[37:55] Tanguy: And we’re still developing lots and lots of new features — every two to three weeks, you can expect a lot of new features. And again, that starts with “You tell us what you want, we’ll build it.” That’s basically the motto that we have. So yeah, that’s it. Back to you, Augustas.

[38:13] Augustas: Thank you, Tanguy. So, a lot of features that will become a powerful all-in-one tool. Can you go over the pricing and what options are available?

[38:23] Tanguy: So the pricing is extremely simple. That is $50 a month for all the features you’ve seen. I even have a special crazy offer if you’re a completely new seller and just starting out. And I know that when you’re starting out, you don’t have much budget and you don’t want to spend it on many tools. So we have a $10 a month offer and you’ll pay $10 a month for as long as you shipped less than a thousand orders. So the day you shipped your 1001 order, then you’ll be moved to the $50 a month plan. But all the features I’ve shown you and many of the upcoming features will be just $50 a month. And the only exception to that is the service which I mentioned earlier — the FBA Reimbursements — because this is an optional feature and it’s more of a service that we offer. For this, we will charge a 10 percent fee of the amounts we’ll recover for you on your behalf. And this is really just to cover the staff cost of my team who goes in every day and fights the good fight for you, on your behalf, with Amazon. There will be a few other price changes in the future, but at the moment, it’s $50 a month for everything I’ve just shown you.

[39:40] Augustas: Great, thank you. A lot of features. Are you planning to add anything else to your software?

[39:55] Tanguy: Oh yes. We have a lot planned. Not only improving the current features that you’ve seen — I mentioned quite a few things already — but we’re also going to bring together all of this data we showed you. So the Keyword Ranking, the PPC, the Sponsored Products, your Review Alert, your Automatic Emails. We’re going to bring all of this together including some Inventory and Sales Analytics — how well you’re selling, how profitable you are — we’ll bring all of this together. You’ll able to see how each product is working. It’ll help you explain why it’s performance is the way it is, why you’re selling more this week than last week. At the moment, you have to do it by looking at different reports, maybe different tools, different things, thinking in your head, “could it be that I changed this last week?” or “what did I change there?” We’ll bring all of it to you in a very simple view and you’ll be able to really see this one product.

[40:50] Tanguy: “The sales went up because I did more PPC. I increased the budget on that day and I can clearly see it’s gone up.” Or you can also see directly the impact on your Keyword Ranking for that product. It’s especially powerful, and what I find especially powerful for myself as an international seller is, if you sell one product in multiple markets, then you would expect it to sell reasonably the same as all the markets. Depending on market size of the certain proportion elements, so the US sell some more than in the UK, because of the size of the market, but you would expect a certain ratio to be applied. And at the moment, there’s no way of really doing that for one specific product. So what we will help you, international sellers, is for this one product which you sell in multiple marketplaces. “How does the PPC campaign performance differ across different marketplaces?”

[41:42] Tanguy: “How does that impact your profitability, on your sales volume, etc.?” So you can really gain your synergies of selling this one product internationally. So it’s some really, really cool feature, some really advanced things that I haven’t seen anywhere else at the moment. But we’re working on very hard so you can really take control of your international business. I fundamentally believe that all sellers — even sellers who are just beginning on selling on Amazon — will need to become international sellers if they really want to become serious and make real big money. Because the big money is in selling few products in many markets. That’s my belief. And at the moment, I was supposedly lacking the tools to help me manage my international business, which is why I’m developing Trendle and which is why I’m putting in lots of effort in making Trendle a really powerful tool for all sellers, but more specifically, international FBA sellers.

[42:40] Augustas: Great. And can you tell us how your Support works? And what’s the best way to get in touch for the users — existing ones and potential ones?

[42:50] Tanguy: Yeah. We’ve got the classic Email and Contact Us form on the website. But the best way to do it is to get a hold of us on the chat. We’ve got a little chat icon in the bottom right of the screen. Just send us a message and we’ll get back to you on the same day or the day after, being on your time zone, with any answers to your questions or any help that you might need.

[43:08] Augustas: And the final question, do you have any offers for Demo Mondays viewers?

[43:19] Tanguy: Yes, I do. So we offer — by default, for everyone — a 30-day free trial, so this is open to everyone. But a special offer for Demo Mondays viewers, you can get an extra month for free. So we’ll give you, in total, 2-months free trial of the application. So if you use the code DEMOMONDAYS you will get an extra month for free. You just enter it. Once you’ve registered, you go into your settings and you can enter the coupon code there.

[43:47] Augustas: Alright. Thanks a lot, Tanguy. And good luck in your business. Bye bye.

[43:47] Tanguy: Thanks, Augustas. Thanks, everyone. 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 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.

follow me on:

Leave a Comment:

AMAZON EXPERTS TALK
ABOUT EUROPE