Prestozon New User Guide

Table of Contents

What is Prestozon?

Prestozon is the leading SaaS automation platform explicitly built and designed for Amazon advertising to enable agencies and advertisers to quickly and efficiently setup, restructure, maintain, and optimize advertising campaigns.

There are three main problems Prestozon solves:

  1. Onboarding and Setup: Prestozon’s 1-Click Campaign Setup and Keyword Rules features enable account managers to restructure messy underperforming accounts in minutes.
  2. Maintenance: Ongoing keyword harvesting, negative keyword targeting and bid management do the heavy lifting of day-to-day campaign management.
  3. Optimization: In addition to automated bid optimization, powerful and fast analytics allow account owners to dive into an account to find what’s working well and what could be improved faster than any other analytics suite on the market.

Account Setup

Prestozon inherits its user permissions from Amazon, so all you have to do is sign up by logging in with your Amazon advertising account information. No need to change your settings in Amazon. We only use the Amazon Advertising API, which is limited to your advertising data. Depending on how much advertising data you have; the import process can take some time (up to a day), especially for larger accounts.

When you first log in, you’ll automatically be enrolled in our forever free limited trial.  This trial allows the management of one of your existing advertising campaigns. Your filters will be locked to that campaign.  If you’d like to change the campaign, you can message support@prestozon.com and we would be happy to change it!

If you have additional users that manage your account, feel free to send a list of users that already have a Prestozon account to support@prestozon.com and we can link them to your subscription.  

Getting Started

If you’d like to get started as fast as possible, watch Co-Founder Ben walk through his workflow in 20 minutes!

Here’s a starting workflow to help you get the most out of Prestozon right from the beginning:

  1. Explore the Analytics section.  As soon as we’ve imported the data from Amazon’s API, you’ll have access to 60 days worth of historical data on the Prestozon platform.  The analytics section can do a few things you can’t find anywhere else:
    • Organize by search term to give you a bottom up view of your account.
    • Expand your analysis by different unit levels using our breakdown expansion sliders (Campaign > Ad Group > Keyword > Search Term)
    • Filter out by campaigns or ad groups to accurately drill down on effective or ineffective search terms and keywords.
  2. Bid Suggestions. If you don’t want to jump straight into building new campaigns, check out your bid suggestions.  Bid suggestions will take some time to populate because your bid information is not saved historically by Amazon (Prestozon does save your bid history, so you will have that data moving forward!).  Monitor your account over your first week with Prestozon and watch for bid change suggestions. We’ll explain our reasoning so you can see what our automation is doing!
  3. New and Negative Keyword Suggestions. You can also start applying keyword rules to your existing campaigns.  You need to set up rules in order to receive keyword or negative keyword suggestions from Prestozon.  You can do this by pressing the “eye” icon on the campaign of your choice in campaign manager section.  There are two types of rules:
    • New Keyword (Promotion) rules which will allow you to setup a structure where converting search terms are harvested and promoted into keywords in manual campaigns and then negated in auto and research campaigns to control traffic.
    • Negative rules which will highlight search terms that are costing you significant spend without any sales.
  4. New campaign structures. If you’re ready to start building campaigns within Prestozon, jump down to the How to Create + Set Up your Campaigns section.
  5. Automation. When you are comfortable with the suggestions on your existing campaigns or the new campaigns you’ve created within Prestozon, you can automate either bid suggestions, keyword rules, or both!  This will significantly reduce the time it takes to manage your campaigns and free you up to grow other aspects of your business!
  6. Monitor and tweak. To get the most out of your account, we recommend checking in using Prestozon’s Analytics once a week. Automation will handle all of the tasks a computer should do so that you can focus on ensuring that your advertising account is achieving your business objectives.  We also highly suggest updating your account manually before and after known busy seasons (like the holidays) so that you are being proactive during and after those times rather than having Automation react to the data.

This is our suggested workflow, but you can use Prestozon however you like!  Keep reading to learn about some of these processes in more detail.

Important terms

Before you start, here are some important terms and concepts to know:

Search Term – What the customer actually types into the search bar on Amazon when shopping/searching for specific products. Ad placements are shown on the page a user lands on after entering a search term. Managing which search terms your ads show up for and how much you pay for that placement is the entire goal of Amazon PPC.

Understanding the difference between a keyword and a search term is the most important step towards managing an Amazon Advertising account!

Keyword – A word or phrase defined by you that Amazon uses to determine which search terms your ad will get exposure to.

  • Broad Match – Broad keywords fire on search terms with these words in any order.
  • Phrase Match – Phrase keywords fire on search terms with this exact phrase within it but can also contain other words.
  • Exact Match – Exact keywords only allow search terms that match these words exactly with slight variations (like plural or different punctuation).

Learn more about the difference between Search Terms and Keywords, here.

Ad Group – Below campaigns in the hierarchy. Ad groups hold ads and keywords. We recommend only grouping products that are relevant to the same search terms.

Campaign – The primary organizational unit of Amazon Ads.  Budgets, start, and end dates are controlled at the campaign level. There are two targeting types of campaigns: automatic and manual.

  • Auto – Campaign where Amazon picks when to show your ad. No keywords here. A good place to start keyword research and to gather information on which search terms Amazon has determined your product to be relevant to.
  • Manual – Campaign where you define targets to control what search terms trigger your ads.  Sponsored Brands campaigns use keywords as targets, whereas Sponsored Products can use either keywords or categories and ASINs (through Product Attribute Targeting) as their targets.
  • (Research Manual) – A Prestozon term and part of our suggested campaign structure of Auto + Research + Performance. In Research campaigns, you use broad or phrase-match keywords to find converting search terms.
  • (Performance Manual) – A Prestozon term and part of our suggested campaign structure of Auto + Research + Performance. In Performance campaigns, you use exact-match keywords for driving sales and advertising efficiency.  Your best search terms become keywords in this campaign.

Impressions – You get an impression every time your ad is seen, whether or not the ad is clicked. This is the top of the sales funnel and your first key metric about your ads.

Clicks – After a shopper sees an impression, they can click on the ad. You pay Amazon every time a customer clicks on your ad (CPC = Cost Per Click), whether or not they buy.

Attributed Sales – Sales that can be traced back to a click on one of your ads.

ACoS (Advertising Cost of Sale) – is a term used by Amazon for how much you spend on ads over how much you earn in sales from ads. This is the metric that determines your advertising efficiency.  ACoS is the KPI we optimize towards within Prestozon. Because ACoS considers both your ad spend and attributed sales, most strategic goals can be managed through ACoS alone.  We at Prestozon believe it is the most important metric in the Amazon ad space.

Keyword Rules Engine

The Keyword Rules engine is the core of Prestozon’s keyword management functionality.  Prestozon’s rules engine allows you to develop a comprehensive keyword movement strategy to optimize campaign performance and eliminate manual search term harvesting. You can use rules to generate new keywords or new negative keywords based on search term performance across a set of campaigns or ad groups. Once a converting search term is identified, the rule can be structured to start keywords of any match type in any ad group.  You can choose how to set up your rules to create and move keywords between ad groups or campaigns. Our recommended setup creates and manages keywords by promoting your converting search terms to keywords in your performance campaign and negating those terms in your research and auto campaigns.  Learn More about Prestozon Rules Engine

The Rules Engine needs data to run. You will see new keyword suggestions quickly, as the new keyword rules trigger on every new search term that gets a sale. Negative keywords are powerful and need more data, so it may be a week or two after starting new campaigns for negative suggestions to show up.

Bid Suggestions

Bid management is one of the most important daily tasks of ad management. Bid suggestions are available in the Bid tab in the Suggestions window.

Prestozon’s bid suggestion engine keeps track of each keyword’s bid history and treats each bid as an “experiment” much like you’d treat a price in an pricing split test. This is different than most other software! It’s much easier to use an arbitrary window (like 7 days or 30 days) to generate suggestions, but the data in that window may include multiple bids and produce a misleading bid suggestion. Prestozon can see how the current bid has performed and make a suggestion to go up or down based on that performance.

You can automate bid suggestions per campaign by turning on Automation in Campaign Manager. Make sure to set your ACOS target properly first!

Learn More about Prestozon’s Bid Automation Algorithm

Key Strategy Amazon Ads PPC Success – Search Term Isolation

You can use Prestozon for any advertising strategy. That said, Prestozon has pioneered the Search Term Isolation strategy and has enabled advertisers to create more manageable and high performance accounts by working with Amazon’s algorithm instead of against it.

To learn how to control your search term traffic effectively, check out the blog post here: Why Search Term Isolation is Critical for Ad Optimization

Our unique approach starts with search term level data and builds up all additional data points from the search term level. This approach ensures you have the necessary granularity, data structure and tools to control your search term exposure with a single bid. Prestozon empowers users to optimize towards a 1:1 relationship between a search term and exact match keyword so it is easier to manage, gives you more control and provides the optimal structure for bid management and bid automation.

How to Create + Set Up your Campaigns

All Prestozon users should be familiar with the 1-Click Campaign Setup.  This is the only way to create a campaign within Prestozon and it is designed to create the ideal campaign structure to enable the Search Term Isolation strategy and provides the optimal structure for our bid management and bid automation capabilities to excel. Learn More about 1-Click Campaign Setup.

There are three primary categories of account manager that Prestozon helps:

1) New Account Setup – New Amazon Advertisers starting to advertise either brand new products or an existing catalog. Start at step 1 below.

2) Existing Account Restructuring – Existing Amazon Advertisers with messy or low performance accounts that need to be restructured to take advantage of Amazon Advertising. Start at step 2 below

3) Existing Account Optimization – Existing Amazon Advertisers with established accounts looking to offload optimization to an automated platform. Start at step 3 below.

Getting started:

  1. New Account Setup – If you don’t have any campaigns and are just starting on your Amazon Ads journey (whether it’s Sponsored Products or Sponsored Brands), you can jump right into the 1-Click Campaign Setup and begin creating campaigns with the optimal structure for leveraging the Search Term Isolation strategy. You can either provide seed keywords through your own keyword research or allow the auto campaigns to do the work for you.
  2. Restructuring – In order to restructure your account, we suggest creating new campaigns with the 1-Click Campaign Setup and sourcing keywords from existing campaigns’ search term data.  This is as simple as adding existing campaigns to a rule as “source” only (don’t create any new keywords in the existing campaigns). Once keywords have been started in the new campaigns, pause the old ones to make sure you’re not competing against yourself.  We advise against archiving campaigns or changing the old campaigns in order to allow you to revert to the old strategy at any time. Learn More about Restructuring your Account
  3. Account Optimization – Once you’re happy with your account structure, the next step is to set your ACoS targets.  Your ACoS targets will determine your bid suggestions, starting bids for new keywords, and thresholds for negative keyword suggestions. Decide what your goals are for each campaign; some examples are increased efficiency, increased sales, or more impressions.  Then define what the ACoS target is for those goals. For efficiency goals, we suggest keeping your ACoS targets conservative, no more than 10% lower than the current ACoS of that campaign. Learn More about setting ACoS Targets
  4. Rules Creation – Once you’ve set your ACoS targets, you can start setting up rules.  Rules allow you to identify converting search terms and turn them into keywords.  They will also help you identify expensive search terms (that are generating a lot of clicks, but no sales) and turn those into Negative Keywords, helping you control your spend. Learn More about Prestozon Rules Engine

Automation

Once your account is structured how you want and you are happy with how Prestozon’s bid and keyword Suggestions are flowing, you should consider enabling Automation.  Automation is a powerful way to decrease the time you spend managing your Amazon advertising account.

Automation is a great solution for most accounts. This minimizes the risk of human error by having a machine stay on top of these routine tasks. If you want to maintain full control over a specific set of campaigns or during a specific phase (like early launch), then keep Automation turned off for that set of campaigns.

Automation is reactive. Some products have strong seasonality, which you as the business owner or account manager has the best insight into. For example, if you expect your products to sell strongly during Mother’s Day, it’s best to make a bulk bid adjustment to get a head of that season and then make another bulk bid adjustment after the holiday.

Learn more about when to automate bids here.

Demos and Videos

Check out this Walkthrough with co-founder Ben Aldern!

You can find additional videos of our product in action, take a look at our YouTube channel.

Other Resources

For additional information, check out our recommended support resources.

For more specific questions, the Knowledge Base has detailed information.

If you’d like to talk to other users in the community you can join our private Facebook group.

And then you can always message us directly at support@prestozon.com.

FAQs

For a more complete list of frequently asked questions, you can go to our Knowledge Base.

Strategy

Q: I have similar products that convert on different keywords (e.g different colors or sizes), should I make separate Ad Groups for these products?

A: Every account is different and you should do what you believe is best for your account and your products.  However, Prestozon believes that separating out similar products into different ad groups can quickly become unwieldy and impossible to manage. Learn More about if I need this Campaign. Start with the smallest set of campaigns reasonable and add complexity from there. It’s far harder to start with a complex account and simplify than to go the other way.

Q: I turned on automation for my best products.  The ACoS was at 50%, I had set my ACOS target to 30%.  Now my impressions have fallen off.

A:  The automation will try to reach your ACoS target, so be careful of setting it too low.  If you drop your ACoS target significantly below your current ACoS, then the automation will drop bids faster to attempt to reach your goals.  This can sometimes cause impressions to drop significantly or even stop all together. By keeping your ACoS target within 5%-10% of your current ACoS, it instructs the automation to take measured steps to optimize your ACoS.  You can then make the business decision of whether to continue lowering your ACoS when you see what the trade-off in volume is at each ACoS level. Learn More about ACoS Targets.

Q: I already have a strategy for my existing campaigns, do I have to switch to Search Term Isolation?

A:  No. We believe Search Term Isolation is a key strategy for optimizing Amazon ad account, but our keyword rules engine and bid automation are useful tools for any account, no matter the strategy.

Data

Q: I just signed up for your service and I am stuck on a loading screen.

A:  When you sign up for Prestozon we request the last 60 days of data from Amazon. This can be several million entries depending on how big your account is!  The import process usually takes a few hours but can take up to a day depending on Amazon’s response times. If you think there is an issue, you can always reach out to support and we can check on the import status.

Q: I’m seeing a discrepancy between the data in Amazon and the data on Prestozon.

A:  Amazon sales attribution is not finalized until 24 hours after the sale.  The attribution window for sales is either 7 or 14 days depending on the account and ad structure.  For these reasons, you can sometimes see a discrepancy between the user interface in Amazon, which displays immediate and sometimes non-finalized data, and the user interface in Prestozon which waits for finalized data to come through the Amazon API. We are always happy to look into these discrepancies, especially if they are older than the 7-14 day attribution window.

Q: A keyword or ad group is showing different data in Amazon than in Prestozon.

A:  Do you have filters applied?  Remember that keywords can and often do represent multiple search terms.  If you have a filter applied, it could remove some search terms within that keyword from displaying data in the interface.  This often leads to the appearance that the keywords do not match across the platforms.

Account Information

Q: Can I add new users?

A:  Absolutely.  Because Prestozon inherits permissions from Amazon, any user that has access to your Amazon advertising account can be given access in Prestozon.  If you have users you want to add, have them sign up for Prestozon and then e-mail your Account ID and the users’ e-mail addresses to support@prestozon.com.