Auto campaigns need very little oversight and if setup and optimized correctly can deliver positive results
Sellers can take advantage of Amazonโs algorithm to cast a wide net, targeting audiences based on sales history and relevant keywords within a product listing
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Higher visibility and reach
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Increased impressions
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Lower cost-per-click
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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:
โก๏ธ Close match
โก๏ธ Loose match
โก๏ธ Complements
โก๏ธ 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:
๐๐๐๐ 1: ๐ฝ๐ช๐๐๐๐ฉ
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
๐๐๐๐ 2: ๐ฝ๐๐ ๐๐ฎ ๐๐ก๐๐๐๐ข๐๐ฃ๐ฉ
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
๐๐๐๐ 3: ๐ฝ๐๐ ๐ผ๐๐๐ช๐จ๐ฉ๐ข๐๐ฃ๐ฉ
Increase or decrease max bid using ACoS as a guide. High ACoS, decrease the bid, low ACoS leave or increase the bid
๐๐๐๐ 4: ๐๐๐ง๐ซ๐๐จ๐ฉ ๐๐๐ฌ ๐๐๐ฎ๐ฌ๐ค๐ง๐๐จ ๐๐ฃ๐ ๐ฅ๐ง๐ค๐๐ช๐๐ฉ ๐ฉ๐๐ง๐๐๐ฉ๐จ
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
๐๐๐๐ 5: ๐๐๐๐๐ฉ๐ ๐พ๐ช๐จ๐ฉ๐ค๐ข๐๐ง ๐๐๐๐ง๐๐ ๐ฉ๐๐ง๐ข๐จ (๐พ๐๐๐จ)/๐ผ๐๐๐๐จ
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