Step 2: Go to Campaign Manager and filter campaigns having ACOS < 20%. Associate the newly created one-time ruleset.
How to manage Amazon PPC efficiently during sales using Adbrew?
Amazon’s sale season is yet again around the corner. It is a well-known fact that PPC plays a key role in determining the success of any brand on Amazon. It requires top-notch planning and execution to boost sales and drive better conversions during this highly competitive sale period.
After running Amazon Ads for multiple brands during the sales days, we have figured out the key optimisation use cases which are required on D-day and can be quite easily solved using Adbrew’s automation suite. Addressing these use-cases is extremely complex and manual work otherwise.
Use case 1: Increase bids for all targets by 25% for campaigns having ACOS < 20%
During sale, not just the traffic increases on Amazon but the Cost-Per-Click (CPC) auction also gets competitive. CPC is generally 15-20 % higher than on any typical day. This is why it’s recommended to increase the bids for your targets to gain and maintain visibility during peak traffic. To ensure that your bids are competitive, you may decide to increase the bids for all the targets by X% of your account. If ACOS is a concern, you may want to do this exercise only for selected campaigns having ACOS < Y%. There is no easy way to do this directly from AMS and Adbrew’s rule-based automation solves this easily. Here’s how you can do it using Adbrew –
Step 1: Create a one-time ruleset in Adbrew with a simple condition – Orders ≥0 (to match all targets) and action – IBB 20%. Schedule it for the next hour so that it runs immediately. You can select any other time in the future as well if you wish to make the changes later.
Step 3: Turn the automation on for those campaigns. All the bids for the selected campaigns will be increased by 25% on the automation run. You can verify the automation schedule from the Dashboard and the changes made to your account from the Change History.
Step 3: Turn the automation on for those campaigns. All the bids for the selected campaigns will be increased by 25% on the automation run. You can verify the automation schedule from the Dashboard and the changes made to your account from the Change History.
Use case 2: Increase bids by 25% for all the keywords and targets (SP + SB + SD) having ACOS < 30%
Another similar use-case is to only increase the bids for those targets which are profitable in the past 2 weeks. You can decide to do this before the sales start or even during the sales period if you want to push the bids further and go more aggressive on Ads. You can do it similar to the first use case by just changing the condition of your ruleset.
Step 1: Create a new one-time ruleset or update the existing one-time ruleset in Adbrew with a simple condition – ACOS < 30% and action – IBB 25%.
Step 2: Go to Campaign Manager and select all the Enabled campaigns. Associate the newly created One-Time Ruleset.
Step 3: Turn the automation on for those campaigns.
Use case 3: Run at reduced bids for the first few hours of the day and then accelerate the bids as the day progresses.
As the day starts, every advertiser’s budget reset and everyone including small and big advertisers start spending on ads. This is why the CPC gets competitive in the first few hours of the day. Running at a reduced bid during the the first few hours and then accelerating as the day progresses ensures that you pay low cost per click as small players already get out of budget as the day progresses. This is a perfect use-case for Dayparting and can be easily done using Adbrew.
Step 1: Create a new Dayparting strategy (For example – Prime Day Dayparting) with reduced bids for the initial hours and higher bids for the lateral hours of the day.
Step 2: Go to Campaign Manager and associate this Dayparting Strategy with the campaigns. Verify the Dayparting upcoming schedule from the Dashboard and keep a track of the bid changes being done from the Change History page.
Use case 4: Run at 40% higher bids for the next 3 hours (9 PM-12 AM). Revert automatically at 12 AM.
We have seen that the brands get a high traffic volume during the last few hours of any sales day. This is the time when you can increase your bids further to capitalize on the high traffic volume. You’d also want your bids to be automatically reverted at midnight so that you do not overspend during the early hours of the next day.
Step 1: Create a new Dayparting strategy similar to the one shown below.
Step 2: Go to Campaign Manager and associate this Dayparting Strategy with the campaigns.
Use case 5: Reset the budgets at midnight for all the campaigns to their base budgets.
In high-volume budget-constraint accounts, you need to be very careful with the split of your daily budget within all the campaigns during the sales day. Thus, a lot of brands start their campaigns with a low fixed budget and increase it throughout the day based on the performance of the campaigns. Now, they need to manually reset the budget back to the base budget at midnight so that they can start fresh on the next day. This can be easily automated using Adbrew’s budget automation ruleset.
Step 1: Segregate campaigns into different Categories/ Sets based on their daily spends and budgets. This is the base budget that you wish to set for the campaigns at midnight each day. For example –
Set 1: 500 Rs
Set 2: 1000 Rs
Set 3: 5000 Rs
Step 2: Create 1 Budget Management Ruleset per Set as shown below – with no conditions (Spend ≥ 0). Idea is to simply reset the budget at midnight.
Ruleset Definition:
Step 3: Go to campaign manager and filter the campaigns based on their categories and apply the budget management ruleset.
Step 4: Enable the Automation for these campaigns. Keep a track of the Schedule and Change History.
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Use Adbrew's Search Term Negation Automation to dynamically and accurately reduce wasted ad-spends
Bonus Tips
- Check the Audit for all of your accounts. Especially look out for campaigns where 0 negative keywords are added. Look at the search terms and add the irrelevant one’s as negative.
- Look at the performance metrics for different placements and adjust the placement bid modifiers for all the campaigns. You can find the campaigns for which no placement settings are configured from the Audit.
- Keep a close watch on the search terms during/before the sale period and negate the irrelevant one’s immediately to avoid any budget wastage. You can do this from our search terms page.
- Keep Amazon’s delayed attribution in mind and do not rely only on the current performance metrics. Significant volume of sales is attributed later due to the delayed attribution. We recommend doing a manual exercise for your account prior to sales and track the performance metrics for any specific day over the next 7/14 days depending on seller/vendor account. This would give you an idea of the true ACOS at any moment.
- Track the performance metrics at an hourly level during the sales period. Dynamically keep modifying the bids throughout the day based on the CPC and volume. Use dayparting to quickly push the bids for a few hours and automatically revert in the next few hours.
Disclaimer – Our PPC team has developed these use cases after running ads for multiple brands during events like Prime day, Great Indian Festival, Black Friday and Cyber Monday. We recommend applying these to your campaigns as per the requirements of your brand and your own PPC strategy. If you need any help with advanced PPC strategies, book a free consultation call with us today!
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