The Amazon bid management process can get quite overwhelming. If you are managing several accounts or have hundreds of active PPC campaigns, then you might want to switch to bid automation software. Some people are a little skeptical about automating bid optimization, but others prefer everything to be automated inside their advertising accounts.
Even if you aren’t planning to use bid automation software, the campaign structure we are going to look at will improve the performance and efficiency of your advertising campaigns and help you to keep everything organized. It will also give you better control over your ACoS.
Understanding the Structure
The main purpose of this structure is to let the auto and manual research campaigns do the harvesting and then move the good performers to their own manual performance campaigns. The way we do this is to automate the process which will save you time and minimize human error.
Keyword Harvesting
We handle this process in two phases. The first phase is harvesting branded keywords and the second phase is to harvest non-branded generic search terms.
Phase 1: Harvesting Branded Terms:
- We launch 1 manual research campaign for each product type. Under this campaign, we only target our branded terms and use only phrase and broad match targeting. This ensures the campaign harvests branded search terms only.
- We launch 1 manual performance campaign for each product type. We only use exact match type in this campaign and transfer the keywords that have received orders with good ACoS from the manual research campaign over to this campaign. We will also negative exact that search term from the research campaign to prevent double bidding.
While using the bid automation software, you can easily set up these keyword harvesting triggers and use the option to negative out the harvested keyword from the research campaign. For example, you can set a trigger that transfers the keywords that have received 2 orders with less than 40% ACoS.
Example: Let’s say we own a brand called “mugs”. We will target the keyword mugs with the research campaign and use only broad and phrase match types. Then if the keyword “blue mugs” converts well, we will move this search term to the performance campaign and add it as a negative exact match to the research campaign. This way, the research campaign will keep harvesting more keywords and the ones that already converted well will only be targeted by the performance campaign.
Phase 2: Non-Branded (Generic) Search Terms
- We launch auto campaigns for each product type. When launching these auto campaigns, we don’t just launch one auto campaign but segment it by keyword targeting options. Instead of launching one auto campaign, we will launch two: one for close match targeting and one for loose. The reason behind this is to separate keywords from ASINs. The most important thing here is to add our branded keyword as a negative phrase match to each of these campaigns. This will ensure these auto campaigns harvest generic search terms only.
- We also launch one manual research campaign for each product type. Once a keyword converts in the auto campaigns with a good ACoS, we move that keyword into this campaign, target it with phrase/broad and negative exact it both from the auto campaigns and this research campaign. The reason behind this is to keep harvesting more keywords using that converting keyword. Now we want the research campaign to do the harvesting instead of the auto campaigns.
- Lastly, we launch one manual performance campaign for each product type. All the converting keywords from both auto and research campaigns will go into this performance campaign and we negative exact it both from the auto and research campaigns.
Again, set up keyword triggers for keyword harvesting using the bid automation software, and pick the option to negative exact the keyword from the research campaigns while transferring it to another campaign.
Example: Let’s say we own a brand called “mugs”. We negative phrase the keyword “mugs” from the auto campaigns. This way the autos will only harvest generic search terms. If the search term “black coffee cups” converts, we move this search term both into the research and performance campaigns. For the research campaign, we will use phrase/broad match targeting. For the performance campaign, we will use exact match only. Do not forget to negative exact the search term both from the autos and the research campaign.
ASIN Harvesting (Product Targeting Structure)
- We launch auto campaigns for each product type but this time, we segment it by product targeting options. Instead of launching one auto campaign, we launch two: one for substitutes targeting and one for complementary. The reason behind this is to target ASINs only.
- We launch one manual product targeting performance campaign for each product type. All the converting ASINs from auto campaigns (substitutes and complementary) go into this product targeting performance campaign. Again use the triggers inside the bid automation software to transfer these high performing ASINs automatically.
Why is this Structure Good for Bid Automation?
Performance campaigns are the main focus of this structure which ensures an increased RoAS. And that is not all! You have everything automated. Make sure you set up triggers correctly and activate bid automation inside the bid automation tool you use.
Not only will the software optimize bids, but it will also keep harvesting keywords and ASINs forever. Rest assured, this structure will help you save time, money and get the most out of your bid automation software.
Below you can find an example of the results we were able to achieve by implementing this methodology: our main goal was to increase advertising clicks and sales.
The current results we achieved are shown in green and yellow which is compared to the previous period when we weren’t implementing this strategy.
Quarterly comparison over advertising clicks and sales.
What can we do for you?
While the goal is to run a successful Amazon business, the larger your inventory gets, the harder it becomes to monitor and deal with issues that may arise with keeping your account healthy and growing. At BellaVix, we are dedicated to helping you monitor your account, solving any possible problems regarding your account on your behalf, and ensuring your business grows in sales and ranking with our services. We have the experience and knowledge to take your account to the next level.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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