Managing your advertising budget is the most critical but overlooked aspect of Amazon advertising. Your daily budget controls how many times Amazon would serve your ads to its users. In a domain as competitive as Amazon advertising — this can make or break your advertising strategy. It is important to not overspend while also ensuring that you are spending enough to reap meaningful benefits.

Budget management is particularly complex because of its dynamic nature. There are a number of factors one needs to consider when adjusting their campaign daily budgets. For instance, you would want to cut-down your spending on campaigns which are performing poorly until you’ve diagnosed the reason for its poor performance. On the other hand, it is also important to double down on campaigns which are performing well. Similarly, it is critical to plan ahead and increase your budget ahead of special events and sales coming up on Amazon. In addition, it is possible some of your campaigns require additional budget on certain days of the week, or during certain months of the year because of the nature of the product you are selling.

As is evident, manually adjusting your budgets while taking into consideration all the above factors is a mammoth undertaking, particularly if you have a high number of products and campaigns. This is where budget rules come in. Budget rules is an upcoming feature which allows advertisers and sellers to set custom rules specifying when, and how they want their campaign budgets to change.

With Adbrew, you can now create budget rules based on schedules, performance, and upcoming events. The sample rule shown below would increase the budget of your campaign by 20% if the ACoS of that campaign exceeds 10% on weekends.