In this chapter, we discuss Amazon Sponsored Ads automation using our automated PPC management tool and enterprise analytics solution, Zon.Tools.
The traditional way of creating an ad campaign (through the Amazon Campaign Manager) requires a lot of manual work. From proper campaign naming and structure to proper bid management, you’ll need to log-in to your Seller Central account and adjust them almost daily.
Being hands-on with your Amazon Sponsored Ads is expected — a must, even. There is, however, a way to simplify the job and leave you with more time for off-line business matters and personal leisure, and that is by using powerful automation software.
Automation with Zon.Tools
Zon.Tools is an Amazon PPC software powered by proprietary algorithmic engines that automatically:
- Gathers, recycles, and adds keywords into your campaign according to your pre-set ad settings;
- Perform Search Terms Isolation on Autopilot;
- Negates non-converting search terms;
- Automates EAT (Enhanced Auto Targeting) and PAT (Product Attribute Targeting) campaigns;
- Improves your ad groups’ Auto, Broad, and Phrase matching capabilities; and
- Efficiently adjust your Keywords’ and Targets’ bids to help you reach your ACoS goals.
One of the best things about using PPC automation software is that it takes the guesswork out of the equation. It helps you straightforwardly approach Amazon PPC, unhindered by second-guessing your every decision. While instinct can also make a difference, it could take years to develop. Using automation software is practical and cost-efficient and is therefore ideal for amateur advertisers.
The advantage of Zon.Tools is it’s versatile and always up to date. We continuously improve its functions and update them whenever Amazon undergoes major algorithm changes. You can confidently create new campaigns or transition from Amazon to Zon.Tools because it matures along with Amazon Campaign Manager.
How Automation Works
Sponsored Ads revolve around two things: keywords and bids.
Recall that when you first create an ad, you need to input your Average Daily Budget, Keyword Targeting Type, Default Bid, and keywords (which you can set for Broad, Phrase, or Exact match).
When you use Zon.Tools, you also need to provide these along with thresholds for maximum spend without a sale, maximum ACoS, and conversion rate.
The software will then monitor your ads multiple times a day, checking if the keywords you chose are converting or are still within your ideal thresholds. When keywords are performing below expectations, the software automatically pauses, removes, or negates them depending on specific conditions.
Let’s go deeper into how Zon.Tools automates your Amazon Sponsored Product Ads.
Zon.Tools Algorithmic Automation: Taking the Stress and Guesswork Out of Amazon Sponsored Products PPC
Zon.Tools offers the following automation features:
- KeyWord Guardian
- KeyWord Recycler
- KeyWord Miner**
- Target Miner**
- Bid Gambler
- Bid Nailer
What’s challenging about Sponsored Products, and PPC in general, is they need regular monitoring. If left unchecked, keywords that don’t convert could eat up your advertising budget and waste a good chunk of your money.
KeyWord Guardian watches over your campaigns even when you’re logged off and ensures that your ad budget goes to the keywords that convert. It pauses a keyword for seven days if its ad spend, ACoS, and conversion rate moves above the threshold (meaning, it’s spending money but not getting enough conversions). The software will automatically re-enable the keyword, however, if it registers a sale within seven days and moves back within your ideal threshold.
What about the keywords that stay paused after seven days? Then the KeyWord Recycle will take over.
In most cases, the software pauses keywords because they exceeded their maximum ACoS. The software won’t negate (put into the Negative Keywords list) them right away, though. It will first run a test to find out if it can be made profitable.
KeyWord Recycler will place a lower bid on these keywords to let you break even or earn a little revenue. If the conversion rates are still not enough, KeyWord Recycler will keep reducing the bid until it hits zero.
KeyWord Miner and Target Miner**
As discussed in Chapter 2, the best way to find out which of your keywords and Targets are making you money is to download the Search Term Report. Zon.Tools does this for you. Through KeyWord and Target Miner, it extracts all relevant, converting keywords that fit within your thresholds and adds them to your campaigns. (Note: these keywords may only be added to campaigns created on Zon.Tools.)
You’re probably bidding too low if you have keywords that are relevant to the products you’re selling but are not receiving clicks. Your ads might not be showing up where they’re supposed to, as a result. Bid Gambler keeps an eye out for these keywords and increases your fixed bid until they finally get a click. Don’t let the bid increments scare you; if they genuinely are non-converting keywords, then you won’t be paying anything.
As soon as the Bid Gambler succeeds in getting a click, it deactivates and Bid Nailer comes to life. It allows waits until the newly bid keywords reach a certain number of clicks (the default is 10, but you can change it). After that, it will increase the bid for each keyword by adding its Average Cost Per Click. Overbidding ensures that you’re not losing out on your competitors (for more on this technique, also called Search Term Segmentation, review Chapter 5).
Term-Inator and ASIN-Ator**
As the name suggests, these automation features automatically terminate or remove from your active keywords the search terms or product targets that aren’t getting any conversions. It also removes and negates/puts into the Negative Keywords or Negative Targets list the search terms that are converting, but still don’t make your set thresholds.
Its purpose is to adjust bids based on current ACoS performances automatically. It will raise bids for keywords whose ACoS are far below your ideal threshold. Similarly, Auto-Mate will reduce bids for keywords that are way above the threshold (the decreases and increases of the bids are only 20% a day, max).
You might be wondering, why raise the bids? Doesn’t low ACoS mean high profitability? It’s because raising the bid increases the keywords’ visibility (review Chapter 4 for details) and, potentially, their conversions.
**These Automations currently works only on our system generated PGNs. More on this on next chapter
Keyword Filtering for Easier and Faster Data Retrieval and Review
On Zon.Tools Keyword page, you can view all your keywords and their match type, bid, Max ACoS, CTR, CPC, and other campaign details. It’s useful when you want to see all your active and paused campaigns at a glance — it gets even better when you use the dashboard’s filters.
Search Text – Shows only the terms containing the keyword you typed in the search box.
Time Frame Filters – Shows terms you used within a specified time frame.
- Custom Time Frames
- Monthly Filter
- Start Date – End Date
- Day (specific)
Zon.Tools saves data from the moment you connect your Amazon API (application programming interface) key to the software. Months or years down the road, you can review all your data on the Keyword Page. It only shows the last six months by default; you can use the filters to go further back on your earlier campaigns.
Status Filter – Gives you three filter options: Enabled, Paused, or Archived.
Advanced Search – Allows you to search at campaign, product, ad group, keyword, and custom search term level, then filter data using multiple parameters:
- Name Search – Search parameters include Match Type (Exact, Phrase, Begins With, Ends With, Doesn’t Include, Doesn’t Begin With, Doesn’t End With) and your search term.
- Stats Search – Filters using statistical search parameters (Ad Spend, ACoS, Conversion Rates, CTR, Average CPC, Impressions, Clicks, Orders, Sales). You can overlay up to seven different statistical parameters to home in on the data you need.
Enable with Parent State – At keyword level search, this filter shows only enabled keywords under active ad groups and campaigns.
You can download whatever data you’re viewing on the Keyword Page and isolate them to gain a fresh perspective, which is helpful when you’re strategizing. After setting your filters, click on “Export File” and download the data in TXT, CSV MacOS, or XLS Windows.
These automations for creating campaigns and filtering data makes the work of Amazon advertisers easier. They save time, enforce correct parameters, and recycle useful data that might be overlooked. They help advertisers optimize their advertising budgets and design campaigns that generate profits.
We will walk you through the process of developing revenue-driving campaigns in the next chapter.