TRANSCRIPT: Hello everyone, I'm with our head of support, Brock Gettemeier, and we are going to be talking about how to use Campaign Studio properly. This is sort of the heart of Sellozo and the ability to link up your campaigns so you can automate keyword transfer, negative keyword creation, etc. But there's a lot in here so, Brock, let's let's dive in and let's really sort of figure out show everyone how to best utilize campaign studio and before we do, just so everyone knows, the way you get to campaign studio is when you're in the PPC Manager, you can just click the green action square next to any campaign and then go to Campaign Studio and that'll bring you to this page where you can design your workflow. Let's talk about this: what's going on in this situation right here, Brock, with these campaigns? Yeah so in this test account it looks like we've got a very traditional setup and this is best practice for most niches and most product life cycle stages. So what this is is on our left-hand side you can see the green auto automatic campaign and on the right hand side you have the more purple manual campaign–and all manual campaigns and automatic campaigns do have the same color coding. Now what this is is it's transferring search terms that have converted. Your automatic over to your exact match manual. This is nine out of ten times really where you want to start and then based on the data you receive, say you're not doing enough keyword testing, you might want to incorporate it into a broad or a phrase. But you really want to start out with an auto exact match because it's almost always the highest ROI way to do keyword testing/keyword transfer and really honing in and optimizing on the keywords that are profitable for you. So this is an auto campaign and it's connected to a manual and it's making these exact matches. Let's talk about how you define the rule the keyword transfer: so if this line is already here you can click this line the middle of the line and this will pull up the default transfer rule. So let's walk through this a little bit, Brock, and tell everyone how to get the best out of this. Yeah this can be a little bit confusing because this is a more advanced tool. A lot of people will just turn the optimizer on for an automatic and then we will default to the pattern we're on. Actually the automatic to exact match so if you are uncomfortable using this, I do know, just turn the optimizer on for your automatic campaign will result in the best practice for the auto to exact match on one time search term conversion. Now if you want to get a little more advanced that's the part we really love. So up at the top of this page, you've got your default transfer rule. One of the most important things, and this is the entire box at the top of the page you see here, one of the important things to note is that down below that you have your customized transfer rules. These are at the ad group level. If you have ad group level transfer rules your default transfer rule will no longer do anything unless you create a new automatic ad group and you let the optimizer go ahead and spawn you a new exact match. It's going to use your default. I guess you could switch your default to a broad or phrase as well. So down below that's really what we're going to be talking about because we do have a customized ad group link here and we're no longer talking about the default. So on the left-hand side, you have your source ad group that is going to be typically your automatic ad group. If we're talking about, say, a broad or a phrase match campaign that's transferring search terms to an exact match, that could also be a broad or phrase match ad group, but essentially this source ad group is just what is going to be harvesting these search terms and a sync it can do both now. On the right-hand side you have your destination ad group and this is just where those search terms that we've discovered from the source, whether that's auto broad or phrase, that's where they will be created as keywords or targets if we're talking about product tokens. Now the middle, the transfer rule, is really where you have control over the automation and so if you click that there to drop down and expand this view, you'll see all of the different functionality. Best practice is you will want to transfer search terms for creating keywords and you want to transfer products or ASINs for your product target so right here we can see when a search term converts one time, and you can see that that one time is a slider so you can expand that. Best practice is probably somewhere between one and three, unless you're using this for some sort of control around reducing keyword testing. And then right below that, this is the match type that it's going to create. So again our default is exact match. We recommend people start out with doing an automatic to exact match transfer and then if you're not seeing enough keyword testing then start trying out broad to phrase so that way your budget doesn't get spent too quickly right as you're starting out. The harm in that could be that your exact match never has enough budget to actually spend on the keywords to optimize. Now if we want to get really advanced with this we actually have a refinement feature directly below this. Now, this is if you want to refine the transfer rule to actually analyze the search term. So for example: branded is the most common application for this. If you want to only send unbranded keywords you might want to add a refinement that says “search term does not contain your brand name” and then if you want to create a link to your branded ad group, of course, you're going to do the exact opposite and do search for “does contain” and put your brand name in and that will make it so the optimizer only transfers the terms with your brand or the one specifically. Excellent! All right, so let's move on here. I'm gonna get out of this. So if they have multiple ad groups then they would just do that again: they would add another link here and then select the transfer rule between the additional ad groups that they're looking to connect. Correct, that's exactly right. Yeah yeah, and you might even have the same source ad group so we could actually select that here if you want to and you can see we only have one source ad group in this automatic campaign but we might want to go ahead and link it to two different destination anchors, the same we have in this manual campaign. Maybe we have one exact match ad group and one broad match ad group, so we could very easily select the broad match ad group here and then switch the transfer rule to broad so that way this one source automatic ad group is sending search terms to the exact match ad group as an exact match keyword. And we'll also send search terms to the broad match ad group as broad match keywords. So once they have this completed they just click “apply” and then that, now, will save that transfer rule, and then in the future all those keywords will transfer based on that rule. So really powerful, I mean that's the power of the campaign studio and what it's able to do now. Let's talk about another one: this loop around right here, the question I get all the time is if you've got a campaign and you want to link it to itself, if I click on this, this is connecting the ad groups within the same campaign so that you're able to link them. So if you click on this and so a lot of times we'll have somebody who, instead of a broad match campaign and a phrase match campaign an exact match campaign, they'll actually have those as separate ad groups in the same campaign. Well, you can link those ad groups up within that campaign so that you can transfer. Now can you tell what happens once a keyword or a target is transferred to a destination campaign, what happens to that in the original campaign or ad group? Yeah yeah, and that's super critical! The negative keyword is what we're referring to here and we've done a lot of testing and how we've implemented this is basically: when a search term converts in your automatic or broad phrase, your source ad group it's transferred over and created in your destination editor. Now we don't immediately apply the negative exact match keyword in the source ad group and the reason is we want to wait until we see traction picking up in the destination. So we actually create a negative exact match for the keyword that got the conversion in the manual – we do it the following day, so if it gets a conversion today, tomorrow morning, we're going to go ahead and create a negative exact match in the automatic. We find that to be best practice because every once in a while it takes six to even 12 hours for a newly created keyword to start getting traction in the manual and we really don't want you to have a gap in any of your best search terms uh for PPC so we create the negative exact for you and that rule applies to any source ad group now the only exception for that is your self-link so the manual if you have the source ad group and the destination ad group actually the same ad group. We will not create a negative exact match in that ad group because of course that would cut off the newly created keyword volume. Exactly. perfect! All right. Well let's just do a couple of things here real quick: I'm going to take this off so we can start from scratch. Let's say now somebody wants to connect existing campaigns that they have. So when they look at their auto campaign they've come to the campaign studio and this is all they see. Now this person has a broad and a phrase and an exact campaign that they want to link so let's talk about how we can walk somebody through that process. If you're looking to add campaigns to this campaign group at the top you can select a placeholder. So I'll go ahead and click this three times and now we have those three placeholders and then what do we do now, how do we get the campaign that we want in here? Yeah, while we're at it, let's go ahead and add one more manual in. I've got another pro tip here: let's just assume you've got two broad match campaigns and there are duplicates, meaning it's the same product, many of the same keywords, lots of reasons you might have duplicate campaigns. There are a lot of benefits for consolidating down because you're focusing your data and your history of performance on that one campaign or hopefully one ad group that is really ideal. So let's go ahead and do that. The first thing is you'll click that little edit icon in the empty manual box there so we've just got this test account. So go ahead and pick anything here, obviously, your campaign names would be showing in your actual account, so you'd want to select the correct campaign. And then so let's say this is your broad match campaign. Then let's go ahead and select the other broad match, the phrase match in the exact. We'll just go ahead and select all those, I know since we're in this test account, there's no name showing but your names will show there. Yep, all right, okay, so now, this is all drag and drop. It's actually very easy, very user-friendly and this could be done through the bulk upload in your campaign groups tab but I really find it helpful to do a couple manually in the user interface so you know how it works for using the bulk upload. So I click the exit arrows from the automatic and simply drop them over to the broad, and now let me just make a point here: you need to drop that directly into the middle of the arrow so, that way, that'll create that link right there. So now we have a link from the auto to the uh one of your broad match campaigns and now let's go ahead and click on that link to make sure that we set it to a broad match transfer rule and change this to broad and we don't even have to use the default–we could set it at the ad group level if we wanted to. I prefer to do everything at the ad group level and don't do anything with the default. The default is really about spawning new ad groups and, if you're linking up existing manuals, you really shouldn't need to change your defaults because you're going to link up each of the ad groups. You're not going to create new ones so let's go ahead and add in the source ad group and add in the destination ad group. All right. And then let's change that transfer rule to broad because, again, we're doing this down below, we're not using the default up above. We're going to do it here right and then we click apply. Yes, all right. The exact same thing from our broad match to our phrase match, except instead of doing that ad group level link as a broad match, we're of course going to switch it to a phrase match select. So this would be selecting the ad group and this is selecting that group inside of the phrase match campaign. And we want to edit the transfer rule to create a phrase and so now when a broad match keyword gets a conversion, that search term will be created as a phrase match keyword in your phrase match hacker. The only other thing that's going to happen is, of course, when that phrase match keyword gets conversion it will create a negative exact in the broad match actions. The benefit of that is your broad match keyword will now start targeting new, hopefully, longer tail and more profitable, search terms. Absolutely and so now we want to do the same thing to the exact same phrase to exact. Yeah, and to be honest, we're going to keep the default, or I should say, we're going to keep the default transfer rule so go ahead and add those ad groups in and we won't even have to edit that middle transfer rule. Yep! Because that middle transfer rule is creating an exact match exactly so we click apply now here's the part that that's going to really help you um this duplicate broad match campaign we want to clean that up but we don't really want to shock the whole system and remove all the history all at once so we like to let the optimizer phase it out gradually. So, a great way to do that is actually linking the broad match to the phrase match so your duplicate. Now, there are two ways to do it: you could link it straight to the phrase match or you can also link it straight to the exact match. One of them will prioritize more keyword testing, one of them will prioritize more exact match, which is your optimization address. Let's go ahead and link it to the phrase match here and the end result will be that when your phrase match keywords convert the negatives will be applied to both the broad match campaigns and eventually the volume on that duplicate will go down to the point where it really stops spending and our other broad match will continue spending because the automatic is feeding new broad match keywords to it. That is a pro tip, that's good stuff right there, so we want to make sure that we get this transfer rule, though, correct on this one where we are having it create the phrase match in that destination campaign so we would want to edit this, change this, to phrase and now we're good. Exactly right now the one thing I want to emphasize is this is a much more advanced pattern. We do recommend starting with an automatic to exact match and getting what you can get out of that first and look at it in like you know maybe two weeks to a month and if you're not happy with the spend you want to be spending more you want to be more aggressive go ahead and try the broad phrase match we don't recommend immediately starting with five campaigns though because that's so much keyword testing compared to how much of the actual optimized exact match then there will be. Yeah this is great that, I mean, this is the power of Sellozo in this campaign studio is the ability to whatever your strategy is you can design it in here so like with the way that we linked these up whether you go from an auto to a broad to an exact whether you go from an auto and you put it in a broad phrase and exact all at the same time whatever your strategy is this is the way that you design the workflow of the keyword transfers and then you're able to save this and then the bulk of the workload is done automatically by our tool. I think one thing that's really important is you do want to name this so you're when you name the group name, you're naming this whole campaign group this allows you to filter by campaign groups in the PPC Manager to see these campaigns together and any change you make in here you must go click save when you're done and that'll save the pattern and then that workflow will happen from then on. Let's uh we'll touch on one last thing and then I think that this will be good for this video. We do have the sponsored brand campaigns in here, okay. Now let's talk about if you have a sponsored brand campaign, there, if you notice there are no transfer nodes on this. Yeah so the reason you might want to put a sponsored brand campaign in your campaign pattern is mostly just for organization and viewing the data so when you're filtering down to the pattern if you want to actually show that sponsored brand data in there so it's for ease of organization the sponsored brand keyword transfer is actually something that's going to be coming out soon there are some limitations for sponsored brand campaigns, of course, you wouldn't want to apply the negatives when you make it transfer to sponsored brands and then also sponsor brands do have quite a large limitation for how many keywords you can put in because we can't have multiple ad groups in sponsoreded brand campaigns so there are some difficulties with that if you have a lot of keywords because you don't want to run out of space and then amazon won't let you create anymore um so that's why we haven't actually allowed you to transfer keywords to sponsored brands just yet in an automated way we will really do recommend um picking your top keywords and then just turning on the optimizer form uh we will have some custom videos specifically around automated keyword transfer to sponsored brands in the next month to two months excellent well it's nice to put it in your campaign group though and save it. As you said so that you can filter and see all the data there all right Brock thanks so much for jumping on here explaining this uh campaign studio that's it's your best friend with Sellozo it allows you to automate your exact strategy and uh if you guys have any questions you can always reach out to support Sellozo.com to get your answer. All right that's campaign studio thanks Brock! Thanks a lot, see you guys!