Amazon PPC: How to automate a Keyword Harvesting Funnel?
Welcome to this tutorial.
In this article, we’ll learn how to automate keyword or product target movements using Adbrew.
We can configure Target Movement Rules and use that to completely automate our manual target harvesting process i.e., we can harvest profitable search terms from certain campaigns and move them to a different campaign using automation.
Similarly, we can also find out the bleeding keywords or product targets and add them as Negative’s in the same campaign or multiple campaigns.
Let’s try to understand this in depth using a case study.
We have already launched our campaigns using this structure that we have discussed in our previous Campaign Launcher tutorial.
We have created 1 Auto Campaign and 1 Manual Campaign. Auto campaign has just 1 AdGroup while the Manual Campaign has 5 AdGroups – 1) Broad 2) Phrase 3) Exact 4) Product 5) Category – one for each Targeting Type.
Now, we want to setup our target movement funnels in order to move targets across these AdGroups.
For this structure, we want to harvest profitable search terms i.e., terms that have got at-least 2 orders in the past 14 days and have an ACOS of <20% from our Auto Campaign and target them as Broad Keywords in the Broad AdGroup.
Similarly, the profitable search terms from the Broad AdGroup should be moved to the Phrase AdGroup and targeted as Phrase match and in the same way, from Phrase to Exact AdGroup as exact match.
We want to also identify the good performing product targets from both Auto and Category targeting AdGroup and target them in our product targeting AdGroup.
One important point to note here is that while moving the targets, we also want to target the search term as ‘Negative Exact’ in the source campaign to avoid targeting the same keyword or product from two different campaigns. This is also referred as ‘Search Term Isolation’.
Let’s try to now automate this strategy using Adbrew’s Target Movements. Before configuring the movements, we will first create a Rule-set based on our requirements.
Target Management Rule-set can be created either from the Rule-set page or from the Target Movement movement page itself by clicking on ‘Add New Ruleset’ button. Here we can specify a name to the ruleset for our identification.
We can add all the criteria on basis of which we’d want to move the targets. Our requirement here is to filter the search terms which have got at least 2 orders and ACOS < 20% so we will configure that in the filters section. Action for target management Ruleset is always Target Movement.
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Once the ruleset is created, we can simply specify the source adgroup, the destination adgroup, the targeting type i.e., how do we want to target the particular keyword or product in the destination ad-group, the ruleset, and whether we want to target as negative exact or phrase in any campaign during the movement.
We can configure all the movements here manually or also use the suggestions from Adbrew. Adbrew looks into all our campaigns and the advertised ASINs and gives target movement suggestions.
We will now cherry pick some of the suggestions which meet our requirements. We will copy the source column in the Negative Exact column for all the movements for Search Term Isolation. Once we’ve configured the movements, we’ll see that the keywords will be automatically moved from one campaign to another based on our movement strategy. We can go to ‘Change History’ and check all the changes done in our account.
The same setup can also be done from Rule-sets page for any particular Rule-set. We can view/edit or add configurations from the ‘Target Movements’ tab in the Rule-Set.
Additionally, this can also be done from Campaign Manger – Campaign view for individual campaigns. We can see all the target movements configured for any specific campaign in the ‘Target Movements’ tab inside the Campaign View.
Adbrew’s target movement is not just limited to Sponsored Products but we can also setup target movements cross campaign types. We can define a slightly aggresive rule to figure out the best performing keywords or products, for instance, Orders > 10 and ACOS < 10% and harvest keywords from our manual SP campaigns to our Sponsored Brands & Sponsored Display campaigns. Moreover, this kind of target movement funnel can be setup on any account with any structure. Once the target movement funnel is setup, the next step is to automate the bid management for these targets which we will learn in the next lesson.
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