FBA Mastery

𝗔𝘂𝘁𝗼 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻'𝘀 𝗠𝗮𝘁𝗰𝗵 𝗧𝘆𝗽𝗲𝘀 𝗮𝗻𝗱 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁𝘀:

The objective of running an Auto campaign is to research and collect the data of different keywords and ASINs. And also get the data of placements, bidding strategy and match type where the customers are converting.

For that purpose, we run different Auto campaigns. There are four match types in an Auto campaign, Close, Loose, Substitute and Complimentary. And there are three placements that amazon PPC offers, Top of Search, Product Pages, and Rest of Search.

First we make an Auto campaign of Close Match with Top of Search placement. And turn the other three match types off. And keep our initial bid as low that we cannot get impressions on Product Page and Rest of Page placements.

In Close Match, amazon targets those keywords which are highly relevant according to your front and back end. And on Top of Search placement you get highly converting keywords. So, in Auto campaign of Close Match with Top of Search placement you find those keywords or phrases which are highly relevant and converting.

Then, you make second Auto campaign with Close Match type but with Product Pages placement. Product Pages also bring conversions as it shows your ad on those product pages that are similar to your product. And a buyer will see your ad on your competitor’s page near add to cart button and near the customer reviews. And these places are highly effective that a buyer can change his mind if he finds some bad reviews on your competitor’s listing, then chances are high that he will click on your ad. And 80% buyers read review before buying a product from amazon.

Similarly, we make other auto campaigns with Loose, Substitute, and Complimentary match type using Top of Search and Product Pages placements. Loose match target broad audiences, so we keep our bid low here.

Another purpose of running different Auto campaigns is that when we transfer the keywords in manual campaigns, we have maximum control on the keywords, that on which placement its converts with which bidding strategy. It helps us to read data easily. If we target all match types in one campaign then it’s difficult for us to find which keywords or ASINs are from Close, Loose Match, Substitute or Complimentary.

Similarly, if we keep Top of Search placement 40% in an Auto Campaign with Close, Loose match, we can’t find which match types are converting on 40%. And when I transfer the data in manual campaign, I will not have complete knowledge on which bidding strategy, with which % of placement that keywords or ASIN’s is converting. For a complete control we should make separate campaigns in Auto.