Running Auto Campaign is considered a mandatory campaign strategy for any newbie or pro-seller wanting to start their Amazon advertising journey. However, not understanding how to utilize and implement these campaigns properly often leads to many sellers’ using a non-profitable set-up. In short: they lose money instead of making it.
The objective of Auto Campaigns is to compile Amazon data based on its evaluation of your product. The Amazon algorithm does this by analyzing your product page (front end and back end in Seller Central), including your browser node and refinement funnel. From this information, Amazon displays your product based on the search terms they think best reflects it. However, anyone managing your PPC has little or no control over which keywords Amazon will consider when targeting your audiences.
Now, let’s delve deeper so that we can reap the benefits.
How Amazon’s PPC Works
It’s not uncommon that many sellers find their Auto Campaign outcome quite devastating when analyzing its search terms. It can produce many unrelated keywords along with ASINs to target.
In its evaluation phase, the A10 algorithm analyzes the product pages using unexposed internal metrics to categorize the product that helps them decide your product’s likeness to Display Ads. The popular understanding is that Amazon’s algorithm accounts for Titles, Bullet Points, Description, and Backend Keywords chronologically during their evaluation. However, years of research have shown that there are additional metrics used to evaluate and develop automatic PPC suggestions.
At Liazon Marketing, our experts have created their own research-oriented metrics that help us minimize this evaluation gap so that you can run more accurate and successful Auto Campaigns.
Associated Uncertainty with PPC Advertising
As mentioned earlier, the apparent problem with running Auto Campaigns is that you don’t have enough control targeting preferable keywords or ASINs that are most likely of high value to your targeted products. Amazon automatically defines the search terms based on its product evaluation, which might not necessarily be profitable when displayed as ads.
Furthermore, uneducated bid decisions can produce inconsistent data that doesn’t match or fulfill the campaign creation objectives. It makes keyword profitability incredibly difficult as it triggers almost all search terms, whether they are relevant or irrelevant, to the respective advertised product.
Hidden PPC Ads Opportunities
Running an objective-based Auto Campaign can bring a significant change in the PPC maintenance aspect. As PPC experts, it allows us to see whether your listing is fully optimized and allows us to make changes accordingly based on the analysis. Furthermore, it will enable us to recognize the best-matched product targeting options (close match, loose match, substitutes, complements) to run further manual campaigns. In other words, if your listing is not appropriately optimized (both from the frontend and backend), your auto PPC will not perform the way it should. You will get skewed suggestions that lead to high impressions, low conversions, and a high ACOS.
At Liazon Marketing, the Listing Optimization team works directly with the PPC team and follows a data-driven, methodological approach to create a sustainable relationship between your product listing and the PPC Campaign. Contact us today and see how we can get your listings and campaigns optimized–and save you money.