Demo Mondays #29 – Zon.Tools – PPC Automation tool

Zon.Tools is the fastest, most advanced Amazon PPC Automation tool that automates all Sponsored Products best practices and will automatically catch and stop the bleeding of expensive keywords and maximize your sales while staying within your ACoS limits.

Special offer:

There is no coupon code, of course, because Zon.Tools is a free tool based on donations (as of the time of writing this). However mention DEMOMONDAYS in the “Who referred you?” field of the Zon.Tools application and it will put you in the top of the waiting list. You should get access to the tool within few hours. Apply for Zon.Tools here: http://demomondays.com/zontools

Zon.Tools is presented by the co-founder Stefano Starkel.

List of features covered in this video:

00:00:33 What Zon.Tools is and what problems does it solve for Amazon sellers
00:05:02 Why Amazon is a zero-sum platform
00:10:04 Which marketplaces are covered by Zon.Tools?
00:10:49 What type of Amazon sellers is Zon.Tools targeting, and does it fit for everyone?
00:12:26 Dashboard overview
00:13:17 The “KeyWord Guardian” Engine
00:15:20 The “KeyWord Recycler” Engine
00:16:16 The “KeyWord Miner” Engine
00:17:29 The “Bid Gambler” Engine
00:18:19 The “Bid Nailer” Engine
00:19:03 The “Term-inator” Engine
00:20:10 The “Auto-Mate” Engine
00:21:56 The “Campaigns” page
00:24:23 The “Threshold Builder” page and its downloadable spreadsheet and how to set it up
00:27:19 How to automate your campaign and set up your own rules
00:29:29 Applying custom rules to a specific keyword
00:34:23 How to fully automate your PPC management
00:35:51 The four different campaigns inside a PGN (Product Group Name)
00:37:20 Adding a new PGN
00:40:26 Automatic splitting of the Daily PGN Budget into the Exact, Phrase, Broad and Auto campaigns inside the PGN
00:41:15 Ad groups and how many keywords are allowed inside a single ad group
00:41:58 The Default Bid settings for the Exact, Phrase, Broad and Auto campaigns explained
00:43:56 Zon.Tools’ left menu functions
00:44:10 The “Overview” function
00:44:10 The “Product Group Name (PGN)” function
00:44:38 The “Campaigns” function
00:44:42 The “Ad Groups” function
00:44:50 The “Keywords” function
00:45:07 The “Products” function
00:45:26 The “History Logs” function
00:45:26 The “History Logs” function
00:45:32 The “Campaign Logs” function
00:45:47 The “Ad Group Logs” function
00:46:01 The “Keyword Logs” function
00:46:07 The “Product Logs” function
00:46:09 The “Keyword Miner Logs” function
00:46:25 The “Term-inator Logs” function
00:46:53 The “Product Group Logs” function
00:47:07 The “Storefront” function
00:47:14 The “Threshold Builder” function
00:47:22 The “Tutorials” function
00:48:01 The “Donate Us” function
00:48:39 Since Zon.Tools is free at the moment, what are the restrictions on who Zon.Tools is accepting? And who are given the most priority on the waiting list?
00:49:56 Why is Zon.Tools free? And are there any timeline on when Zon.Tools will start charging its users?
00:53:45 Upcoming features:

  • adding an Onscreen Guide Tour
  • adding Sticky Headers and different fonts
  • adding graphs and data plots
  • adding new rules for the automation
  • adding a Flow Builder
  • adding a more intelligent Threshold Builder
  • adding Japan marketplace
  • adding AMS automation

00:58:53 How can users get Support at Zon.Tools?
01:00:59 Offer: use DEMOMONDAYS as the referral name and you will be placed to the top of the waiting list of Zon.Tools onboarding. You should get access to the tool within few hours.


Transcript - Walk-through of Zon.Tools

[00:00:00] Augustas: Hello, everyone. Welcome back to another session of Demo Mondays. Demo Mondays is a video series published on Mondays where I invite creators of different Amazon seller softwares and I ask them to present their products just like this on the screen. And my next guest is Zon.Tools.

[00:00:23] Augustas: And Zon.Tools is presented by its co-founder, Stefano Starkel. Hello, Stefano!

[00:00:30] Stefano: Hello, how are you? How are you doing, Augustas? Thank you for having me here.

[00:00:33] Augustas: Everything is good on my side. And please tell us what Zon.Tools is and what problems does it solve for Amazon sellers?

[00:00:42] Stefano: Zon.Tools, in a very short explanation, is a full scope enterprise automation solution for Amazon Sponsored Products. “Full scope” — meaning that Zon.Tools cover any facet of your Amazon PPC needs as well as automate all that can be automated within Amazon TOS (Terms of Service) and within Amazon platform and what Amazon allows you to automate in order for running profitable campaigns. As for the enterprise part, it is because we started designing all these algorithm engine automation more than two years ago to help me with my business. And at that time, it was an extremely bold and complex project.

[00:01:27] Stefano: Because the concept was how to code the thinking of a PPC manager and let the server do this, let the machine do the thinking. So enterprise because it’s a very bold project. We ended up two years after. So today, we’ve had several proprietary algorithms that are working in the back end in order to run all the tasks that the management service should run on your PPC daily. Continuing on: to our knowledge, we are currently the fastest and most advanced PPC automation tool that is on the market. We can and we are automating all Sponsored Products’ best practices, and we do it in a way that is flexible and granular enough to adapt to any PPC strategy or goal you might have — being it more traffic, being it more revenue (but it’s always the case, you want to make revenue), more profit, or if you just want to test a hypothesis. Right now, we have seven that are active — we are in beta testing right now — so for all of our users, right now, they have seven main engines that are continually working, like I said before, that can optimize their bidding as well as optimize and mine search terms and the keywords they bid on based on data that Amazon releases to us.

[00:03:10] Stefano: And the point of running Zon.Tools for your PPC is that it will help you catching the bleeding keywords before they start bleeding. That was my goal. I used to be very aggressive. So with my aggressive bidding, I needed to know when I was about to bleed on a keyword, and Zon.Tools was build around my strategy — and now, we are able to build around everybody’s strategies. But the correct concept is we are able to see where your bidding is going, where your click and spend is going and we are able to pause before we reach your limits. As for the problem, you asked me what problem it solves.

[00:03:55] Stefano: Well I can tell you my story. I started selling back in 2014. I had some experience in PPC — my previous enterprise was an online booking website for Vietnam and the revenue and traffic were generated purely with PPC. So I had learned a lot on Google AdWords. And when I took over to Amazon, I transferred all that learning, all that processes and strategy, and I tried to adjust them to whatever Amazon made available. And I soon realized that in order to have Sponsored Products work for you, there are not many structures that you can use. There are specific ways to structure a campaign ad groups using keywords in order to leverage at the maximum the limitation that Amazon has. And not many people knows them, and even less people have the time or the money and figure out what those settings are as well as on Amazon.

[00:04:59] Stefano: Especially now, you really need to be aggressive with advertising, because Amazon is a zero-sum platform. If I’m losing a sale today, somebody else is taking it. And if I’m losing a sale today and somebody else is taking it, it’s like me losing two sales because I’m going to lose (sales) velocity and I’m going to lose rankings. So it’s not really just not losing money in PPC, but it’s like, “Okay, how much real estate can I buy on Amazon without losing money? Because if I don’t do that, somebody else will and somebody else will over-rank and win the biggest market share and win over me.”

[00:05:39] Stefano: Then there is this problem of being very aggressive. If you want to be aggressive, you really need to look at your keywords. Because if you’re aggressive on keywords with a lot of volume, they might cost you a lot of money in a very, very short amount of time. So PPC mistakes, when you want to be aggressive, they cost you a lot of money. And when you’re aggressive and you’re scaling fast, maintenance is a pain, because you keep adding new terms, you keep looking at your custom search term report, you keep adding new search terms that is proven to make you money. But once you put them inside the system, you start actively bidding on them and you need to look at them. They might be as well not used to the customer search term report, so you really need to add somebody full time checking keyword, the right keyword, and see the performance.

[00:06:30] Stefano: And the problem with it is that humans make mistakes, they need to sleep, they need to eat, and they get distracted. So it doesn’t matter how many people are trained within my PPC team, it doesn’t matter how many people I hired — managers, not managers, responsible project manager — no team that I trained, no human service out there was able to run PPC the way I wanted, simply because we’re humans. They have weekends, they need to go to the toilet, they got to eat, they got a girlfriend, they got mobile phones next where they work. The mix of my scaling speed, me being very aggressive, and the people managing PPC being humans, it was an explosion of spend and a lot of bleeding for things that was just distractions — people missing numbers, people missing to post a keyword.

[00:07:33] Stefano: And this is the main pain points that drove me and Tarik, who is my business partner (he is like the chief developer), to code Zon.Tools. Zon.Tools is simply my experience from AdWords but translated and morphed around Amazon Sponsored Products, the success that I had with this Amazon Sponsored Products strategy as well as the failure that I had managing my strategy simply because of human error, and humans are not quick enough to do it. So Zon.Tools takes all the learning, transforms them in numbers and applies those numbers as algorithms to your campaigns in order to do what needs to be done, faster, quicker than any human could possibly do and in a smarter way. And what it means for me and what it should mean for anybody who wants to join Zon.Tools is that you will be able to take the guesswork out of Amazon Sponsored Products and put your PPC on autopilot.

[00:08:40] Stefano: You will be able to leverage proven advertising strategies and create well-structured campaigns with just a click rather than having to watch a video to remember how to do it and then going with one campaign and one ad group and pick stuff, etc. You will save hundreds of human hours by automating 100% of the maintenance process while at the same time, you will be able to reduce your overall account ACoS and increase sales and profit, and you will stay ahead of the competition, making marketplace expansion a piece of cake. You can roll the same strategy to Europe and you don’t really need to know their language. It’s a tool, it’s a strategy, you just click a button and boom, you launch everything on your UK, German, French and Italy marketplace. And the bottom line is, the best thing that this will allow you is you will have a spare time. You will shift the time that you or your team used to put into PPC management to other facets of your business in order to scale faster and drive more growth. And that’s pretty much what Zon.Tools is — the presentation of the tool, what problem we think we solve, and once the problem is solved, what you will be able to enjoy out of it.

[00:10:04] Augustas: Great! And you mentioned Europe. So my next question is, how many marketplaces do you cover with the Zon.Tools at the moment?

[00:10:12] Stefano: Okay. Right now, we cover all of North America [marketplaces], which is US, Canada, as well as all Europe. And we are working toward onboarding Japan because we have 1,200 accounts right now, but only two accounts are from Japan. So at this point, it is not needed yet, but yeah, we do have two customers that are big in Japan. And it seems like Japan’s API is slightly different, so our current infrastructure cannot read it. But it is in our (roadmap).

[00:10:47] Augustas: And what kind of users are you targeting, what kind of Amazon sellers?

[00:10:56] Stefano: Although the tool is free and anybody can use it, we give priority to intermediate users for the reason that the tool — although we try to make it the simplest as possible — needs its users to have some background knowledge about Amazon, on how to sell on Amazon, and slightly of Sponsored Products. So ideally, we want intermediate users that already got their feet wet with Sponsored Products and possibly some success as well as some failure with it.

[00:11:27] Stefano: We love advanced users, we love data geeks that can go and dig into the data that we provide on Zon.Tools and adjust and tweak every single lever that we have with our tool in order to reach their goal. And we also love agencies and the brands. And the reason why we love them is because they love us.

[00:11:49] Stefano: We can help agencies scale their managing. We can help big brands onboarding thousands of SKUs and make the PPC management part of their business much easier and lightweight. So both for agency and brands, Zon.Tools gives a way for them to shift away manpower and hours needed to manage their products or accounts toward onboarding new accounts because we take care of the management. So basically, intermediate, advanced, agencies and big brands.

[00:12:26] Augustas: All right. So let’s jump into the actual tool and see how it looks inside.

[00:12:33] Stefano: The home page, our home page, is www.zon.tools. This is a lot of…well, not a lot. Some explanation. But the main part is the “Get Started Now”, so whoever is interested can click here and apply for the beta (testing). After your application gets accepted, we will give you access to our Dashboard, and this is the back end. And I’m going to start by explaining I mentioned earlier that we have seven engines that do all the automation in the back end for you and for us.

[00:13:07] Stefano: I’m going to start by naming them and if you’re okay, Augustas, I’m going give a little explanation on each and what they do. Is that okay?

[00:13:17] Augustas: Yes. Okay.

[00:13:18] Stefano: Okay. So, imagine them as 7 separate VAs (Virtual Assistants) that you hire. They can be from the Phillipines, they can be from the US. But the core concept is every one of these seven that you see here are very, very specialized artificial VA that doesn’t sleep, doesn’t go to the toilet, doesn’t do mistakes, doesn’t get distracted, and works 24/7 for you. The first one, we call it “KeyWord Guardian.”

[00:13:49] Stefano: So the KeyWord Guardian engine is there to make sure that you’re never overspending on any keywords, pausing that keyword whenever you reach a certain spend threshold that you give to our tool, that you tell to our tool, as well as constantly look for keywords that have already gained sales and pause and enable them depending on their ACoS. So basically, you’re going to tell our software, for instance, that your ACoS threshold is 50 percent. So we would constantly — “constantly” means four times a day — go through your reports and we’ll find all the keywords that are above 50 percent and we will pause them. And at the same time, we will look for all keywords that moved below the 50 percent threshold and we will re-enable it. We do that for the simple reason that Amazon’s conversion window is one-week wide. So the volume you might pay for a click today, the conversion might be registered up to seven days after the click.

[00:14:53] Stefano: That’s why we chose to just pause them and wait for more data to come in, and then possibly re-enable it if your data comes in and there are sales coming in, we’re going to re-enable it. If not, if there are no sales coming in after the conversion window is closed — so if this keyword has been paused for more than seven days — the “KeyWord Recycler” is taking over. KeyWord Recycler will see that this keyword has been paused for more than seven days, and it will know that the conversion window is closed, so whatever data there is on a keyword is final, and the keyword has been paused because of a bad ACoS. So KeyWord Recycler will calculate a new updated lower bid that should move that keyword down to breakeven or profitability. And KeyWord Recycler will test that hypothesis creating an additional ad group for you that will be called “Test Ad Group.”

[00:15:54] Stefano: But with a lower bid. And KeyWord Recycler is going to keep running this process of testing lower bids until either you drive a bid to zero or you find the bid for that keyword that works and keeps that keyword within your threshold limit or at your threshold limit. “KeyWord Miner” does what any of you guys should do. So we go through all your entire Customer Search Term reports and we’ll find the customer search terms that have been converting and that are relevant to your product. And what we do is we mine them. So we take them away from the Customer Search Term report and we put them into campaigns and bid on them as keywords. And we we add them in different campaigns, the Phrase, Broad and the Exact Match — in these three different campaigns. But just a reminder, this automation, KeyWord Miner, works only when you create our proprietary “PGNs”, which are “Product Group Names”, which I might explain later. So for now, just remember that we have the capability to mine your customer search terms but we can mine them and add them only within our environment which we call PGNs.

[00:17:28] Stefano: I’m going to keep going. So “Bid Gambler.” Bid Gambler, again, is another VA, and its only task is to look at all your keywords and find keywords that have not received a click and slowly increase that bid until you actually really receive a click. The reason is that a lot of users are way too conservative with their biddings — they bid very low. And as what we’ve seen, they bid very low do and just take a look at the impressions, and whenever they get impressions, they might not get a click. Bid Gambler is there to help the users. Bid Gambler, again, will raise the bid until you get a click. As soon as you get a click, Bid Gambler will stop working with that keyword and “Bid Nailer” will take over. Bid Nailer will base its intelligence upon the average cost per click that that bid and that keyword is generating.

[00:18:34] Stefano: We’re gonna wait a period of clicks that you set, that by default is ten. So we’re gonna wait ten clicks. And after ten clicks, we will look at the generated average cost per click that you’ve received over those ten clicks, and we’ll adjust the keyword bid based on your average plus a dollar increment that you decided, depending on how aggressive you want to be on that campaign or that specific keyword. Then we have “Term-inator.” Term-inator is the bad brother of KeyWord Miner. So Term-inator does exactly the opposite. Term-inator goes through your Customer Search Term report and finds all those customer search terms that have not been converting, that have been sucking money out of your campaigns, or that have been converting but not within your ACoS threshold, and simply negates them where they are in order to stop the bleeding. Same with the KeyWord Miner, Term-inator currently can work only on our system-generated campaigns which we call PGN, simply because, like, for KeyWord Miner, whenever we create the system for your PGN, it’s a very structured system of campaigns. Through the SKUs and keywords, we know exactly where to negate and we know exactly where to add keywords in order to ensure and maintain your long term performance of the ecosystem of those campaigns. And the last one is “Auto-Mate.” Auto-Mate is added on your.

[00:20:17] Stefano: Auto campaigns, and our engine will simply adjust your bids up and down based on your ACoS goal. To keep it very, very simple, let’s say that your auto campaign bid is $1 and your ACoS goal is 50 percent, but right now, you have an ACoS of 25 percent. Auto-Mate will raise your bid to $1.5 in order to test that bid and move the bid up as much as we can while making sure that you stay within your ACoS threshold. This is because the auto campaigns are fantastic for visibility, and auto campaigns bid on real estate that manual campaigns can not. Auto campaign is like fishing — you find a lot of new customer search terms that might or might not be relevant to your product, but that’s very, very good intelligence. And if you ever need the data to make decisions, this is fantastic intelligence. So this is as far as what the tool does. What I can show you is, pretending that this is a new account, let’s say that we’ve just onboarded you.

[00:21:29] Stefano: I can show you the first step which will be how to automate the user’s setup. Okay, so we let a new user on board, he has already campaigns and stuffs running, so how do we automate what he has? And then on the second stage, I can show you how to create a PGN based on whatever setup that is currently running.

[00:21:52] Augustas: Yes. Let’s do it.

[00:21:53] Stefano: OK. Perfect. So let’s go and check on the “Campaigns.” So on the Campaigns, we will list all the campaigns that your account has. As you can see, there are a lot of campaigns. Again, this is a fake data, so don’t take it as an idea for products or keywords. First of all, I’m going to filter out and I want to see only the “Enabled” campaigns. And then, since this is just a test account that was created in December last year, I’m gonna look at the data that belongs only to December last year. And I do this over here. So it’s very intuitive. And I’m going to search.

[00:22:44] Stefano: So right now, I’m filtering for only the data that belongs to December from 2017. And the campaign, for instance, that I want to automate is the “Silicon Products” campaign, okay? So under the campaign name, we have many icons. Each icon will bring you to a different level. So if you were to click this icon, the blue one, you will be brought to the…no, this will bring you to the campaign. This one, you will be brought to the ad groups that are within this campaign. This one will take you to SKUs that are within his campaign. This will take you to all the keywords that are within this campaign. And in order to start automating the campaign, we will need to check the keywords statistics. So I will simply open the Keywords page in another window, or in another tab. And right here, you can see all the keywords that were in that campaign, which ad group they belonged to, and which campaign they belonged to. And as a set of data.

[00:23:44] Stefano: We show everything that the API offers us. We don’t hide anything and we add something on top as well. But basically, we show you the Cost per Click, the Click-through rate, how many clicks, the Spend for the period of time that you selected. We show you how many orders over the seven-day conversion, how many orders over the 30-day conversion, how many sales in dollar over 7 and 30 days, the Conversion Rate — “CR” is Conversion Rate — and the ACoS over 7 and 30 days. Now, this is the first step, which is to open the Keywords page. The second step is to understand what threshold you need to put inside our system. This spreadsheet, right now, is on Google Drive. So you can go to ” www.zon.tools/threshold-builder/ ” and you will get to this spreadsheet and you can click here. It will open in Google Drive, you can either download it as Excel or add it to your drive.

[00:24:54] Stefano: So the goal of this spreadsheet is, based on the historic data of your campaigns, is to spit out the numbers that our algorithms need in order to automate your current setup. Okay. Let’s start working on it. So assuming that our “Silicon Products” price is $24, and assuming that our Profit Margin is 30 percent, and assuming that I expect, out of the overall performance of this campaign, I expect a profit of $5, so I don’t want to run a breakeven. So I want to run this campaign and have a $5 profit for each sale. The next step is to input your Average Cost per Click. Average Cost per Click is “CPC.” I’m going to scroll down and I see it here. So Amazon tells us that the average Cost per Click of this campaign over that period was $1.11, so I’m just going to put $1.11.

[00:25:55] Stefano: The Average Conversion Rate is 10.83%. It’s this one. Okay. So that’s why we are in beta, we have a lot to improve, and we have a lot of changes to make on the user interface. We got to make Sticky Header. So the Average Conversion Rate is 10.83%. I’m just going to put it here, 10.83 over here. Our Average Bid, this is more laborious, but basically, you take the current bids, you sum them up and you divide them by the amount that you summed.

[00:26:33] Stefano: So I would roughly say that the Average Bid over here is $2.02. So we’ve got 1… 1…. 8… I would run it at roughly $1.3. And PPC Sales Goal (sales/day), so how many sales you need to keep generating. I generated — so this is over a month — we generated over a month, we generated 157 sales. So in a day, you want to maintain five sales a day, and you put five sales a day. So as you see, our system will spit out, or this spreadsheet will spit out this threshold here. And in order to automate this campaign, you would simply need to go back to the Campaigns screen, you pick the campaign you want to automate, you click on the “gears”, and you’re presented with this screen that asks you what your “Target Maximum ACoS” is. And now, it’s simply a matter of copy-pasting the results that the spreadsheet told you. So our maximum ACoS should be 25%. Let me go here. The “Minimum Action Clicks” is down here. I’ve been advised to put “10.” The “Maximum Keyword Spend” is $13. Again.

[00:28:08] Stefano: I could go much more in-depth for what each single one of them are, but there simply wouldn’t be enough time. So if there is any interest, I will tell you later what you need to do in order to learn more about the threshold itself and about our rules.

[00:28:24] Stefano: So going back to this, “Minimum Bid” in dollar. “Minimum Bid” in dollar is $0.83, so $0.83. The “Maximum Bid” is $2.6. So this is the maximum amount that our Bid Gambler will bid, so we will not bid more than $2.6 for you.

[00:28:50] Stefano: Of course, you know, this is just a spreadsheet. So if you want to add a different threshold, you’re free to do it. “Bid Increment”, you’re advised to put $0.14. And “Minimum Conversion Rate”, you’re advised to put that to zero based on your goal that you indicated. So now, I’m going to save the rules.

[00:29:13] Stefano: And what this will do, it will assign the rules to this specific campaign. So right now, we will be able to run all our automation except mining keywords or terminating keywords. What also can be done is you could go and dig into a keyword-level. So if I’m, again, opening the Keywords screen in another tab, and I’m filtering down by “ACoS7”, descending, you will see that all the keywords at the Maximum Spend and the Maximum ACoS are set. What this means, being my Maximum ACoS at 25 percent, means that the first time our automation will run, we will pause any keyword that is above the 25 percent limit, which might be good or which actually is good because you told the system to do that and that’s what you want to do. But you might not want to apply the same exact threshold to all the keywords that are within this campaign. So for instance, I can tell you that being my Profit Margin at 30 percent and having this keyword brought me 31 sales in a month — so one sale a day — this is definitely a keyword that I want to keep running. And although my overall ACoS threshold is 25 percent, I’m happy for this keyword that has 29 percent to keep running. So in order to tell our system that we want to allow this keyword, you can come here and you can customize the rules and the threshold that applies to this specific keyword.

[00:30:57] Stefano: So, for instance, in order to keep this keyword, we will allow a 30 percent Maximum ACoS on this specific keyword. And I will save that. And what you see is that the color changed, so the background of this specific keyword is grayed out. This shows us that this keyword has been customized, so we are applying custom rules to this keyword, custom threshold.

[00:31:21] Stefano: So whenever the system runs and looks for everything that has 25 percent ACoS and pause everything that is above (the ACoS limit), the system will not apply the same threshold for this one. The system will look at what we customized — we customized the ACoS — so this keyword will be paused only if it goes above 30 percent ACoS. Now, this is to cover the limitation that all other automation tool has out there. You cannot do this in any other tool. Any other tool, you can simply apply a rule to an ad group to a campaign, and that’s about it. Anything that is inside needs to be cut in the way that you’ve set at the campaign or at the ad group-level. That’s the other tools. On our tool, you can do exactly the same. You can work on your campaign, on your ad groups is a bug set top rules that are valid for the 90 percent of the keywords within those groups or campaigns.

[00:32:20] Stefano: But at the same time, you can go inside those and you can adjust and specify different threshold, different rules if you want, for any keyword that you want to apply the different rules to without the need of creating additional campaigns, additional ad groups and additional complications for you or for the tool to run. And again, on our platform, this can be done very, very fast. Now, I can go, for instance, if my profitability increased, I could come back at the campaign-level. So look, everything is 25 percent except this, this is 30 percent. I can simply go back to the campaign-level, I’m changing my strategy, I don’t want to run a 5 percent profit anymore. I want to increase my ACoS of everything inside to 27 percent. And again, I can do it on the fly without having to create a new campaign, which is also a limitation of other tools.

[00:33:23] Stefano: So right now, I changed the ACoS just with a right click at the campaign-level. And if you go down at the keyword-level, you will see that all the keywords have inherited the traits of the campaign that I changed while leaving the customized keyword as is. So again, this is to underline the fact that, with the way we designed our tool, you can apply bulk changes at the majority of the keywords within your campaign. You can do it on the fly, ten times a day, and we will adjust the algorithms based on what you tell while being as specific, as granular as you need to be, on your “money” keywords. There are instances in which you might be willing to lose money on some keywords just because it brings you volume. You can do it with our tool without having to create additional campaigns, and at the same time, attaining the flexibility and speed of action that I just showed you.

[00:34:24] Stefano: I just showed you the first step. But generally, what most users do when they get on board, so the first step would be to go through the keyword data, paste the keyword data within our Threshold Builder, and apply our advised thresholds to the current campaign. This will allow the users, the new users, to semi-automate the situation for which we will look and tweak your bidding, we will pause and enable any keyword that needs to be paused or needs to be enabled, and we will test different bids, and we will also run your auto campaigns. What we will not do at this stage will be to go through your Customer Search Terms reports of your previous setup. If you want to fully automate your PPC management, you’ll have to go for a PGN. A PGN, I can show you what a PGN is. You see, we have “Product Group Name.” We coded it and we added a layer on top of what Amazon offers. Amazon offers only ad groups and campaigns. PGN is a group of campaigns. You can see our PGN Dashboard here.

[00:35:44] Stefano: So if you look at the PGN, the orange ones are paused. So let me open the “Banana Slicer” one. Basically, the Banana Slicer is our PGN, which is a container for an Exact campaign (E), a Phrase campaign (P), a Broad campaign (B), and an Auto campaign (A), and you can see them in a specific way here. Auto, Exact, Phrase, Broad campaign. In each campaign, we have several ad groups. And within this ecosystem that we choose to call PGN (Product Group Names), we can mine any single customer search term that is profitable and insert it back into the system’s Broad, Phrase, and Exact match, and we can also negate any terms that does not perform well at the Auto, Phrase, and Broad. And we can do this only by PGN, because the way we designed it, the way we structured it, will allow us to do this: ensuring you long-term performances versus other tools just thrashing all your Broad match, Phrase match and Exact match all in one ad group which gives you no chance to leverage negative search terms and let’s you have hard, long-term performances. And this is the introduction for the PGN. So now, what do you say if we go about to create one? Would that be okay?

[00:37:14] Augustas: Yes, if we can do it in, like, a short way.

[00:37:18] Stefano: Yes, short. So basically, let’s base our PGN based on the keywords and the product that we automated earlier. So you simply go to “Add New”, and you go and add a new PGN. We’re going to call it as “Demo Monday PGN.”

[00:37:40] Stefano: We’ll leave “Bid+” as inactive. “Maximum Keyword Spend”, we’ll take the threshold here. So that’s 13, it’s the same product that we did before, so I’m going to stick to this one. So this is 13. The ACoS will be 25. The Default Bid will be 1.3. The Daily Budget, let’s do it later. The Minimum Bid will be 0.83. The Maximum Bid will be 2.6. The Minimum Action Clicks, I believe, will stand. And the Bid Increment, 0.14. The SKU, let’s call it “Test-SKU.” And as for the keyword.

[00:38:35] Stefano: I simply want to start with the keywords that are within my ACoS range, which is 25 percent. So I’m going to copy paste them in the spreadsheet, because based on how many keywords we add to the PGN, you need to select a specific budget that we advised you to, and in order to do so, you just put the keywords you need to salvage in part over here, and the spreadsheet will give you your ideal budget. And we go to “food brush.” Okay, so we have four keywords, the spreadsheet counted four keywords, and advised us a daily budget of $41. So I’m going to take the four keywords and copy them, then go back to PGN, and I’m going to paste the four keyboards in here.

[00:39:39] Stefano: See, one per line. I’m going to put the budget as advised, which is $41. And I will simply save the new PGN. Yeah, it takes…what it does basically is it pushes data to Amazon, and then here we are. Yeah, roughly 20 seconds.

[00:40:00] Stefano: And then, you’ll request a report. And if you want the report to be ready, then you’ll download the report back. Okay. So as you can see, the “Demo Monday PGN” has been created. And as you see, a simple input of eight thresholds plus the copy pasting of the keywords and the click of one button, we automatically created a PGN for you which encapsules — look at this — four campaigns: an Auto, an Exact, a Phrase and a Broad for which we staggered your budget. So the $41 you put as a budget was split down to 40 percent for the Exact campaign, 30 percent for the Phrase, 20 percent for the Broad, and only 10 percent.

[00:40:06] Stefano: For the Auto, because of the very big amount of data that we have available, and over my experience running this tool for me and designing it, it would seem that this is the approach that most users take. So with a push of a button, we created four different campaigns for you. And look at this, if we go here and check at the ad groups. For each campaign, we create at the moment only one ad group.

[00:41:23] Stefano: If you were to give us more than 1,000 keywords at once, we would have created two ad groups per campaign. If you were to give us more than 2,000 keywords, we will create 3 ad groups, because there is a limit of 1,000 keywords per campaign. And this, again, to my knowledge, we are the only tool that allows you to do this, input as many keywords as you want with a push of a button that create them and organize them in this way. But what I want to show you is that, if we got ad group-level, okay, we didn’t just stagger your budget, but we also staggered your bids. Alright, so, we told the system that your default bid should’ve been $1.30.

[00:42:17] Stefano: And yes, we will use that default bid at Exact-level, but we will lower it a little bit at Phrase, because it’s less precise. We will lower it even more at Broad because it’s even less precise. And we will have the lowest bid at the Auto campaign in order, again, to save the bleeding. Everything I showed you is easily editable. So if you want to increase the budget of this specific campaign, you just double click here, you put 20 bucks.

[00:42:46] Stefano: And you save. And that campaign is done. The budget of this campaign is increased. At the same time, if you want to come here and you believe that your Auto campaign should have a higher default bid, you come over here, you double click here, you tell the system “0.50”, and we’ll just save, and you’re ready to go.

[00:43:12] Stefano: So not only can we automate or semi-automate your current setup, we can also fully automate a tested and verified setup, which is a PGN. And also, we make Seller Central not needed anymore because any actions that you’re used to take in Seller Central can be taken here. And this is pretty much as short as I could make, Augustas. I am so sorry if it took too long. But there’s a lot to compress in a very short amount of time. So I’m done with the presentation, what I wanted to do. If you have any questions, please go on.

[00:43:56] Augustas: Can we look at your main menu on the left? I saw that there are a lot of…just to see if everything is self-explanatory. Maybe you can just describe in a few words, yeah, without maybe going inside.

[00:44:10] Stefano: This is a test account, so the data will not look good. But basically, the Overview shows you the rules, the names and a short description. The PGN (Product Group Name) shows you all the PGN that you created and gives you all the data at the PGN-level, so we have to compute it on the spreadsheet, the Exact, the Broad, the Phrase, sum all them up and give you like the top level performance of the PGN. Campaigns shows you all the campaigns in your account. Ad Groups will show you all the ad groups on your account, which you can apply filters on, which is very good. Keywords will show you all the keywords in your account — not divided by ad groups, not divided by campaigns. So it’s the Dashboard which will show you all the keywords, and you can easily filter to find the most profitable or most volume, and run all the kind of filters you want on them. And Products.

[00:45:07] Stefano: It’s the same. It’s going to show you all the products in one page and you will be able to filter and set them as you want to find the most profitable, the one with the best CTR, and to take decisions both on your business as well as to tweak our automations. So History Logs, here, we list all the changes the automation takes at Campaign-level — so what changed within your campaigns. So not just us, but also the user. If you were to change some settings, for instance, change the name, create a new campaign, change the budget of a campaign, we track everything in the Campaign Logs. Ad Group Logs, it is the same. We create ad groups, but we pause or enable them. But we track any change that we do, any creation or not, as well as anything that the user does in Seller Central. Keyword Logs, we track any change.

[00:46:03] Stefano: That it is done on our automation by the user at the keyword-level. Product Logs, it’s the same. Keyword Miner Logs, this is a log, a report of the action that Keyword Miner automation takes, so we will list all the customer search terms that we mined and where we’ve put them. Term-inator is the opposite. We list all the customer search terms that we negated and where we negate them, so that in case the user did not like what the automation did, it can go back to the source and undo it. In our next iteration, we will offer you an easy button to undo the action. So whenever you check the log and there’s something you do not want, you just click “Undo” and we undo it. And Product Group Logs will track any changes that take place within the Product Group, within the PGN. Storefront, Server Logs.

[00:47:05] Stefano: The users don’t have this, it’s for the management. Storefront is a link directed to the storefront for this seller account. Threshold Builder is a quick link to the spreadsheet which is this one, which I showed you how to leverage. Tutorials, which is a very good one, is a quick link to our Tutorial page, which is www.zon.tools/tutorials, where you can find our more in-depth tutorial on what Zon.Tools is, how it works, what the Thresholds are. And aside from the fact that it might teach you how to use our tool, it might be something good to look at if you want to have a deeper understanding of PPC or Amazon PPC as a whole, and what lever to pull in order to make it work for you. Okay. And then Donate Us is a donate button because, like I mentioned a couple of times already, we are free in our current beta and we’re going to try to be free for as long as possible. So we simply ask users for donation, you can do it, you’re free not to donate. But yeah, it’s up to the good heart of the user, and if you see the value of what we offer, then donate to us. Yeah. We’re going to do something better next time. Yes, so that was, again, like a high speed explanation of the left menu.

[00:48:38] Augustas: Okay. Great! Thank you. And let’s talk about the pricing. So you said it is free right now. Do you have any restrictions on who you are accepting? You say that people have to apply. Do you reject some of them?

[00:48:54] Stefano: Yes, we do. So we reject people without any seller feedback. Actually, our threshold is 5 seller feedbacks. We reject people without a product, simply because there’s a lot of value in this tool, not because we build it just to see what the feedback is from our users. The word is spreading fast, and because there is no restriction of entrance because we removed the price, there’s a lot of applications. So we give priority to the biggest accounts simply because they are the ones we like to work with, and they are the ones who leverage the tool the most, and generally, the biggest connection to spread the tool around. But once we dedicate time to the biggest account, we go for the waiting list, and we go through everybody else. Again, you must have a product and at least 5 seller feedbacks. Otherwise, we’ll keep you at the bottom of the waiting list.

[00:49:56] Augustas: I’m sure many people don’t believe it will be free forever. Do you have any timeline when you will start charging people?

[00:50:06] Stefano: That’s a very good question. So both me and Tarik, we are naive inside. I’m a “donator” guy, you know. I donate money to charity, I donate money to people just because “what goes around, comes around.” That’s what I believe. I believe in karma and many other things that are naive for many businesspeople. So we will try to keep it free for as long as possible. And the reason is this one: we are in a marketplace where there are big brands offering bad products and charging a lot of money just because they have marketing money. We are in a marketplace where smaller service provider offering similar products but they charge money, and the product itself was not conceived by a seller, was not conceived for a seller. And although they are more polished in terms of user interface than ours, they’re just not even half as sufficient as ours. And also, we are in the marketplace filled of gurus.

[00:51:10] Stefano: Which make you believe they know everything, and push your products and services just because of the money they put in their pockets, and not because of the product or if it might be good. So several factors every designer has different tools. We also want to be different. We don’t want to go through that way. We don’t want to go ahead with a big marketing budget. We don’t want to go and pray and ask some big guru to push us just for the money he takes out of our pockets. So for us, the best way to make an impact and to get as many sellers as possible in our platform and grow as fast as possible is to make it free. And it’s not just the fact that we want to grow as a brand and grow as a company. The more users we have, the better we are, because we can leverage each single user’s advice. We can put every advice to work to get a better interface. We could put any user’s advice as a strategy to code better rules, faster rules. So we do listen a lot to our users. And again, in our opinion — naive opinion — if we get value, a free price will bring people in. The more people in, the more users we can communicate to, the more users that tell us the fault in our tool, the fastest we can pivot and make a better tool for all the community.

[00:52:46] Stefano: And this, in our naive idea, is fueled by donations. We offer a lot of time for our products. We offer a lot of time in one-on-one calls, on the Facebook group, on the private Skype chats with our users, on emails. And we believe that users find value and donate. We started this Donate Us strategy about one month ago, and onations are coming in. And if they can keep coming in with donations, we can cover the costs of the servers and the cost of the coding and the development team. So there is no reason for us to charge. If we reach a point in which the growth of the people that we let on board is not as much as the growth of the donation, then that is going to be a breaking point in which we are going to have to take a decision — the decision that we will be forced to charge. But not because we wanted to, but because users don’t donate and don’t see value.

[00:53:45] Augustas: I would like to ask you, do you have any features that you plan to be implemented in the near future for the users?

[00:53:54] Stefano: Yes. So as I said, we run this tool in a different way than other people. All our tutorials are public. Anything you need to see in this tool is public. The reason is that we truly believe it is such a mark to step ahead of anything else in the business, but we are suddenly either we are proprietary, everything else is not. So if you want to see a strategy, copy our strategies, copy our PGN. So everything is public, as well as our Facebook group — it’s public. And you can find our Facebook public group. If you want to join, you don’t need to be a Zon.Tools user. The Facebook group is facebook.com/groups/zon.tools. And what we do is we listen to our customers. So we spark a conversation. Every update we run, we post it there and we start a discussion of how to do it better, why people do things in different way.

[00:54:54] Stefano: And we always adopt. Our roadmap is ever changing and ever growing, so we have a lot of feature that will happen. The biggest one that I’d like to mention right now is Onscreen Guide Tour. So we’re going to have an overlay guiding users through the process that I showed you before, of automating the current setup and creating a PGN without the need of watching videos on a separate platform. So everything will be on the screen, and it’s going to be an overlay graying out everything that is not relevant to what is to be done right there, right now, in order for the user to move forward. And that is going to be a huge improvement. Yes. Just huge improvement for users and for me and for our business for onboarding and scaling. We’re going to add several user interface improvements, for instance, the Sticky Headers and different fonts and a lot of things that our users tell us are frustrating for them. And we are listing them and we are doing these improvements one at a time.

[00:56:01] Stefano: We will add graphs and data plots, so you will not just be able to read the numbers, but you will be able to see a limit like what Amazon started doing now. You will be able to plot all your data over time and select different set of data that you want to look at — for specific keywords, for specific customer search terms, for specific campaigns — so that you can actually be able to not just see the number and understand — because a lot of people are not “number people” like me; a lot of peope are “visual” — so you will be able to see the performance over time of our platform on a graph. We already have new rules in automation which we are testing. And we will move toward a very, very advanced behavior, and a flow builder. That’s our target. That is pretty much it. Just before exiting beta, we will have a flow builder for which very advanced users can go and build their own logic and rules and apply those logic to a specific set of campaigns in a drag and drop fashion.

[00:57:12] Stefano: We will have an intelligent Threshold Builder, so the spreadsheet I showed you will be included within our tool. So when you go about creating a PGN, you will only need to tell us from which campaign would you like as to compute the data, and with a click of a button, we will fill in all the threshold for you and you will just have to pick those keywords. It’s going to be a fantastic thing. We are doing everything toward keeping the user on our platform rather than going to YouTube for the video, going to the spreadsheets to the threshold, just to keep the user be more focused and waste less amount of time. We will be adding, like I mentioned earlier, more Amazon marketplaces, starting with Japan, because we already two users that require it. We will be able to add AMS automation. AMS is open.

[00:58:14] Stefano: It is already an API, but it is only a “read-only” API. AMS is opening beta for a “write” API. And we have the infrastructure to to tackle that one and go in AMS right away, and it’s going to be also a huge edge on our competitors. And yeah, of course, that’s something that everybody is saying. I would say it and “many more to come.” So let’s just limit it to the most important that I want to mention. But there’s a lot more things that we have in mind and all geared towards making your PPC work better, less bleeding, more profit, and more time for you to focus on other parts of your business.

[00:58:53] Augustas: And how does your Support work? I feel that you’re very busy with onboarding clients. Do you have time to support your users?

[00:59:04] Stefano: I mean, both me and Tarik, we are workaholic. Aside from the fact that we’re workaholic, I personally love this project, because I started two years ago for my business and it helped me a lot in my business and allowed me to automate the only part of the business which I was never able to outsource to VAs or other companies. So I really love the project like a baby. And at the same time, we are very excited to connect with users. Because I’m not as smart as people think I am, I’m simply able and fortunate enough to connect with users and hear what their needs are and translate them in numbers. So a lot of things and ideas that you see, or you will see if you start using Zon.Tools, are not from my head, they’re all from the masterminds of our users.

[01:00:05] Stefano: So all this to say that we are as available as we can be. We are almost 24/7 on our Facebook group, always answering, replying to comments, making videos for a specific user to help them out. We are always available on Skype. So every user who wants to get onboard can Skype us, so you can chat with us on Skype at any time in the day. And of course, we are available on our e-mail, and our response rate, man, is like crazy, because that’s what we do. That’s, right now, what we’re great at, that’s what we do and that’s what we really believe in. And we love our users simply because every time we connect with them, there is some tiny little gold nuts that right now might not be worth anything, but if you put it into perspective, it is going to make great things.

[01:00:59] Augustas: Cool! And can you tell us if you have any kind of offer for Demo Mondays viewers?

[01:01:05] Stefano: Man, we are free, so we aren’t running, like, crazy offers. What I can tell you is this. Look, Zon.Tools, right now, it’s the best-kept secret of some of the highest volume sellers on Amazon. And like I said before, the word is spreading fast because of networking, and because it’s free. And we have a huge demand and we are growing very crazy and our waiting list is getting longer and longer. So although I cannot offer a discount for the Demo Mondays audience, what we can do is if you guys go to our home page, which is www.zon.tools, and you click the big pink button that says “Get Started Now”, a pop-up will come out and will ask you something. If there is a field that says “Who referred you?”, and if you guys put in that field, you write “DEMOMONDAYS”, what we will do is we will kick you up on the waiting list and we’ll give you priority and we will give you access to your own Dashboard and download the data within a few hours from your application. Yes. Not charging money is the best we can do, and I hope, both for your audience and for you, Augustas, that’s a good offer.

[01:02:29] Augustas: Perfect! Thank you very much, Stefano, and good luck in your business. Bye bye.

[01:02:35] Stefano: Thank you very much for having me, and have a nice evening, or day, depending on where you are.


 

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.

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