Updated: Mar 26
Managing Amazon Sponsored campaigns is a full-time job - especially when you are running multiple campaigns. You need to track what keywords are working, and what isn’t. You need to constantly monitor your bids to ensure that it is optimized and competitive.
Bid optimization and negative keyword targeting are repetitive and monotonous tasks that are vital to PPC optimization. The good thing is that they can easily be automated, leaving you enough time to focus on other aspects of your Amazon business.
How do you automate your Amazon PPC campaigns? Let’s take a look at how SellerApp’s rule-based automation feature can save you time and resources while delivering optimal results.
PPC automation with SellerApp
The rule-based automation feature is designed to give you more power and control over your automation process. You can set the parameters that govern each automated task. This gives you granular control over how your campaigns are optimized, while simultaneously saving you hours of manual work.
So, what can you automate with SellerApp?
● Bid optimization for visibility
● Bid optimization for conversions
● Negative keyword targeting
What is rule-based automation?
With rule-based automation, you tell the software what to do, and it’ll do it for you. This is the fundamental premise. Once you set the parameters, the software’s algorithms will automatically go through your PPC metrics and take actions to achieve your campaign goals.
This is the perfect type of amazon ppc automation for expert sellers who are looking to maximize their returns. Data transparency allows you to make informed decisions and custom rules allow you to leverage data insights. It gives you ultimate control over how your campaigns are run and optimized.
Why is automation important?
● Time-efficient: As I said, managing Amazon PPC campaigns is a full-time job. By automating the tedious parts of your campaign, you save valuable time, which can be used to manage and expand other parts of your business. Remember, time is money!
● Eliminates any possibility of human error: Humans make mistakes. We get tired and there is always the possibility of typing in the wrong number. A machine, on the other hand, can keep working without getting fatigued. All you need to do is give the machine a clear set of instructions.
● Improved scalability: Automation allows you to seamlessly scale your Amazon advertising campaigns. Manually managing 30 or 40 campaigns is a nightmare. When your business starts growing larger, you must allocate your resources in the most efficient way possible. Automation allows you to get the best returns while minimizing input - no matter how big your business gets.
Sounds good so far? Let’s take a look at how you can get started.
Getting started with SellerApp’s PPC automation
There are three steps to the automation process on SellerApp.
In the first stage, you pick one of the templates present on SellerApp and modify it according to your business goals and targets.
In step two, you pick the campaigns that you want to automate based on your parameters.
In step three, SellerApp’s experts take over and review your new rule. Once the review is complete, the automation algorithms are enabled.
Let’s break down these different stages.
Editing the template
Based on which part of your advertising campaign you want to automate, you need to choose one of the in-built templates. You can use the template without changing any of the values, or you can edit the template to meet your business goals.
Start by logging in to your SellerApp account (or try the 7-day free trial). Navigate to the Advertising dashboard and click on Automation.
In the automation tool, click on ‘Create your first rule’.
This will take you to the page where you can select the necessary template.
The ROI Optimizer lets you create a rule-set to automatically increase bids within your target ACoS.
The Performance Enhancer is focused on bid optimization, depending on ACoS or impressions.
The Money Saver is all about lowering your ACoS and minimizing wasted ad spend. It lets you create rule-sets for negative keyword targeting and bid reduction.
Note: Make sure you follow a naming convention for all your rules. This will make it easier to track and monitor them in the future.
Once you have selected your template, you can edit the conditions. For instance, in the ROI Optimizer template, you can edit the target ACoS and the number of orders. Based on these conditions, the bid is increased until the ceiling is hit.
For example, in the image given below, the conditions are met when the ACoS is less than 34% and the number of orders is greater than 5. When the conditions are met, the SellerApp algorithm will automatically increase the bid by 2% per iteration until the max bid of $5 is reached.
Similarly, each template has a set of values that you can adjust.
Picking your campaigns
You have three options when selecting campaigns.
You can activate the rule-set for all your campaigns by clicking the All Campaigns option.
You can activate the rule-set for all your active campaigns by clicking the All Enabled option.
You can also manually select the campaigns you want by clicking the Select manually option. You’ll get a list of all the campaigns in your account and you can select all the campaigns you want to add.
Getting it reviewed
Once you have set the parameters and selected the campaigns, click Review and Enable. This will alert SellerApp’s experts to the changes. Your rule-sets will then be activated following a review. This is a fail-safe mechanism to ensure that mistakes are avoided when rule-sets are being created.
How to leverage PPC automation
Sponsored ad automation is useful throughout the year, but there are some circumstances where it can make or break your Amazon business.
Tackling the holiday season
Prime Day, Cyber Monday, and pretty much every holiday event is a gold mine for Amazon sellers. Demand is through the roof and sellers are usually scrambling to manage their business from end-to-end. In this situation, a well-defined rule-set will help you put PPC optimization on auto-pilot. This makes sure that you get quick and instant results in the busiest Amazon season.
With rule-based automation, you can be sure that all your keywords are optimized based on key performance indicators. There is no room for instincts with Amazon PPC. Automation ensures that all changes are made based on data, making it more reliable. Whether you want to improve your bids for conversions or impressions, data-based actions are always more likely to yield optimal results.
Keep checking back
While rule-based automation can save you hours every week, it is necessary to optimize your rule-sets at least every two weeks. You will need to check back to see what is working and what isn’t. So automation is not an excuse to completely ignore your campaigns.
While manually managing your campaigns will yield similar returns, the work-hours saved through automation are invaluable. Whether you use the time to create more engaging advertising copies or for product research, it will have a positive rippling effect throughout your business.
What are you waiting for? Start automating your PPC campaigns with SellerApp today!
Arishekar N, the Head of Marketing at SellerApp, specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of webpages on search engines with innovative SEO strategies and online promotions.