Amazon’s sponsored ads new feature for auto campaigns allows sellers to target products without any research, and its a great move as it eliminates the need to spend hours of your time learning!
We are a UK based Amazon consultancy and have been working with Seller Central and Vendor Central users directly for many years; below we would like to share some results with you on these new features:
What new targeting options are available?
We have seen 4 different default targeting options within auto campaigns including:
Close Match: This option will show your ad in search results when your ad closely matches what the shopper is looking for. In the example below, the close match has a better ACoS compared to the loose match, but we have seen it the other way round as well.
Tip: Lower bids if one of them is not profitable, or pause if cost is not controllable. Also, add negative keywords that are not converting, this will help reduce wasted spend; you can get this data from your “search term” report.
Loose Match: This option allows your ad to be shown in the search results if your ad loosely matches what the shopper is looking for. In this example, the ACOS is beyond 100% so, you would pause this option unless you want to see if this lowers when adding in negative keywords.
Substitutes: This option shows your ad on the product detail pages of products that are substitutes of yours. In this example, the outcome is good and profitable, with an ACoS of below 10%.
Tip: Up the bid to ensure your product is appearing continuously, but watch ACoS closely to ensure it doesn’t creep up due to the increased bid.
Complements: This option shows your ad on the product detail pages of products that are complements of yours. In this example, conversion cost is double that of substitutes. If you’ve just started selling your product on Amazon, it is perfectly fine to run campaigns with a high ACOS but eventually, this needs to be stopped as it won’t be profitable.
Whatever the results above, automatic targeting is a great way to get your campaigns started as it automatically targets your ads to shoppers based on keywords and products. Plus, with the capability to now adjust these targeting options within the campaign manager, you are now more in control.
Be sure to use negative keywords to prevent your ads from appearing in irrelevant search results or on irrelevant detail pages. You can find negative keywords from your “search term report” as seen below.
Once you get your report you can view “0” sales and find out which keywords are of high cost but not converting, and add them as negative keywords, if appropriate.
Let us know how you find using Amazon’s new auto-targeting features. We are UK based Amazon Consultants. If you are looking to learn more, check out our Amazon Advertising training course and if you are looking for services check out our Amazon Advertising service page.