Keywords chosen by Amazon, good for keyword discovery in case manual campaign misses opportunity, medium spend
Brand terms are negated
Auto campaigns now have targeting split into 4 areas:
– Substitutes: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
– Complements: We’ll show your ad to shoppers who view the detail pages of products similar to yours.
– Loose match: We’ll show your ad to shoppers who use search terms loosely related to your products.
– Close match: We’ll show your ad to shoppers who use search terms closely related to your products.
Brand terms are only used on this campaign
Defensive advertising, not incremental sales, low spend. Protects us from competitors advertising on our brand.
Competitor Campaign - Often very small spend, high results, low impression counts, incremental sales
Competitor Brand Term Targeting
Competitor brand names are only used on this campaign
Set up to target competitor's brand keywords in order to gain market share.
Competitor ASIN targeting
Selective ASINs we want our product to show up on their detail pages.
We generally find search terms do poor when showing up on detail pages, however we find it beneficial to target specific ASINs.
Highly segmented ad groups, will have most benefit, most spend, most sales.
Keywords are all manually chosen.
NEW May 2019 - We now place conservative bids on manual campaigns, with the intent to show MORE on search results, and LESS on detail pages for search terms. We put a bid between 30-50 cents in place, and bid upto 600% higher for search results real estate. This is because search results convert upto 5 times better.
Requirements needed to get started
Invite [email protected] to your seller central account.
PPC Account Audit
Search Term Expansion
Monthly Progress Reports
Delivery timeUp to 3 days
Frequently asked questions
You are responsible for ongoing optimization, this is purely a campaign setup. Recommend negating keywords and adjusting bids as at least 20% of the keywords launched with will perform poorly.