𝗔𝗺𝗮𝘇𝗼𝗻 𝗣𝗣𝗖 𝗔𝘂𝘁𝗼 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 – 𝗦𝗲𝘁𝘂𝗽 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻

Auto campaigns need very little oversight and if setup and optimized correctly can deliver positive results

Sellers can take advantage of Amazon’s algorithm to cast a wide net, targeting audiences based on sales history and relevant keywords within a product listing

✅ Higher visibility and reach
✅ Increased impressions
✅ Lower cost-per-click
✅ Discovery of new relevant keywords/product targets for manual campaigns

To effectively control and optimize auto campaigns, it is essential to segregate according to targeting group, by establishing 4 campaigns per parent product:

➡️ Close match
➡️ Loose match
➡️ Complements
➡️ Substitutes

With each match type performing differently, segregating according to match type enables a more granular approach to manage and scale at the budget, bid by placement and the bid level, as well as simplifying data analysis

Automatic targeting works best when you incorporate an iterative process of monitoring and optimization steps at the onset of each new campaign:

𝙎𝙏𝙀𝙋 1: 𝘽𝙪𝙙𝙜𝙚𝙩
If a campaign is performing well and is profitable with a good return on ad spend (RoAS), scale up the budget, allowing it to spend more, discover more search terms/product targets and produce more profitable sales

𝙎𝙏𝙀𝙋 2: 𝘽𝙞𝙙 𝙗𝙮 𝙋𝙡𝙖𝙘𝙚𝙢𝙚𝙣𝙩
Determine which placement is most effective and place a bid adjustment for high performing, high RoAS, low ACoS campaign match types to a enhance visibility and increase impressions for a specific page position

𝙎𝙏𝙀𝙋 3: 𝘽𝙞𝙙 𝘼𝙙𝙟𝙪𝙨𝙩𝙢𝙚𝙣𝙩
Increase or decrease max bid using ACoS as a guide. High ACoS, decrease the bid, low ACoS leave or increase the bid

𝙎𝙏𝙀𝙋 4: 𝙃𝙖𝙧𝙫𝙚𝙨𝙩 𝙉𝙚𝙬 𝙆𝙚𝙮𝙬𝙤𝙧𝙙𝙨 𝙖𝙣𝙙 𝙥𝙧𝙤𝙙𝙪𝙘𝙩 𝙩𝙖𝙧𝙜𝙚𝙩𝙨
Use the search function within the campaign or search term reports to extract converting customer search terms (CST) or ASINs and launch as keywords or product targets in manual campaigns – exact, broad and phrase

𝙎𝙏𝙀𝙋 5: 𝙉𝙚𝙜𝙖𝙩𝙚 𝘾𝙪𝙨𝙩𝙤𝙢𝙚𝙧 𝙎𝙚𝙖𝙧𝙘𝙝 𝙩𝙚𝙧𝙢𝙨 (𝘾𝙎𝙏𝙨)/𝘼𝙎𝙄𝙉𝙨
Use the search function within the campaign or download search term reports to identify non-profitable CSTs or ASINs that are spending but not converting and add as a negative exact match to control ad spend

When used effectively, automatic campaigns can be incorporated into a PPC strategy for promoting both products and brands. They provide key audience insight and highlight important search terms that potential customers may use