Negative ASIN Targeting with Smart Auto Targeting campaigns

Get RevenueWize Smart Auto Targeting! Allowing Negative ASIN Targeting and dedicated ASIN bidding. Enjoy more flexibility and better results

ASIN Targeting
Continuous ASIN Discovery
Negative ASIN Targeting
Suggested Bid per ASIN

What are Smart Auto campaigns?

Why is the Amazon Auto Campaign not good enough?

For Example

RevenueWize’s Solution – Smart Auto Targeting campaigns

Negative ASIN Targeting

Individual ASIN bidding

How Does It Work?

Important:

Example

Explanation

Preview of RevenueWize’s Smart Auto campaign

Explanation

Summary

What are Smart Auto campaigns?

A Smart Auto campaign is an improved version of the Amazon auto campaign.

Amazon auto campaigns allow us to set only one bid for the entire campaign. Smart Auto campaigns allow us to set a specific bid for each of the auto search results terms.

This allows us to unlock the true potential behind discovering search terms.

Why is the Amazon Auto Campaign not good enough?

An auto campaign includes hundreds (sometimes even thousands) of search terms and ASINs.

An auto campaign has only 1 bid. Thus hundreds of search terms, some more relevant and some less, will have the same bid.

It’s possible that some of the relevant terms will not return impressions for the set bid. Thus we are missing out on good potential terms. 

For example

The term “garlic press” is relevant to our product details and generates impressions at a minimum bid of $1.00.

If our auto campaign bid is set to $0.50 – this relevant search term will most likely not appear. Since the bid is set lower, at $0.50, then it will not generate impressions.

The result is that we might be missing out on relevant search terms and ASINs. All due to the fixed bid we’ve set.

RevenueWize’s Solution – Smart Auto Targeting campaigns

A smart auto campaign uses the same discovery engine as the Amazon auto campaign. Therefore, it generates the exact same terms as the auto campaign comes up with.

It creates a Broad and Phrase keyword (or manual keyword for PAT) instead of setting a fixed bid to them all. Also, it sets their bid as the Amazon suggested bid.

Each keyword receives a bid in line with it’s potential to generate impressions.

The result is each term is now receiving its initial potential bid.

The discovery process will now catch the relevant terms that weren’t appearing before due to a low bid.

On the contrary, we won’t be overpaying. Each keyword will have its most relevant bid. In addition, we will ‘negative keyword’ the ones poorly performing and optimize the bids of those with good potential.

RevenueWize Smart Auto Targeting campaigns are an improved version of the auto Substitutes and Complement campaigns. Allowing us to perform Negative ASIN Amazon Targeting and overcome the main challenges traditional auto campaigns pose:

1. Negative ASIN Targeting

When we run a Substitutes or Complements campaign Amazon doesn’t allow us to add an ASIN to negative targeting. Not even when it is poorly performing.

We are basically “stuck” with the ASIN no matter how bad it is performing.

There are different workarounds which all come at a price but do not really solve this issue.

2. Individual ASIN bidding

Substitutes or Complements campaigns have a single bid for all the Amazon ASINs they include.

What if some ASINs require a higher bid to receive impressions?

There is not a way to set a unique bid for specific ASINs. We could copy an ASIN to manual targeting options and raise its bid. However, this would require a lot of time and work when there are many ASINs.

Negative ASIN Targeting with Smart Auto Targeting campaigns

How Does It Work?

Through Amazon’s API, RevenueWize harnesses the same discovery engine Amazon uses for its Substitutes and Complements campaigns. This will create a new ASIN as a mirror of it in a manual state.

The result is a manual campaign that continuously adds new recommended ASINs. This also allows us to set them a unique ASIN bid and pause those which are performing poorly!

Important:

ASINs (Amazon Standard Identification Number) which are already manually targeted are filtered to prevent duplicates.

Example

A Substitutes campaign includes 6 ASINs and our Target ACOS is 25%.

Example of a Substitutes campaign

Explanation

2 of the ASINs have an ACOS above our target and are generating losses.

We cannot negative them.

We can’t even reduce the bid. Reducing the bid will reduce it for all other ASINs in the group and we don’t want that.

2 of the ASINs are not receiving traffic due to their bid not being high enough. If we increase the bid it will impact the other ASINs which might result in further losses to some of them.

Preview of RevenueWize’s Smart Auto campaign

Example of RevenueWize Smart Auto campaign

Explanation

2 of the ASINs – which are above our Target ACOS – can be paused or can have their bid reduced.

Another 2 ASINs show that they weren’t previously receiving traffic. They had their bids set to the Amazon suggested and are currently receiving traffic.

Summary

The RevenueWize Smart Auto Targeting campaign successfully replaces the substitutes and complements campaigns. This provides better results, gives us more flexibility, and performs more effectively.

You can read more about how to choose specific products to target and more information about Negative Product Targeting.

Related Terms

Amazon PPC Bid Warnings (Overbidding)

Amazon PPC Campaign Structure Analysis

The Search Term Isolation Methodology

How to Create Smart Auto Campaigns

Improve your Amazon

Amazon provides auto substitutes and complement campaigns but with limitations that are crucial to ASIN performance and the cost.

RevenueWize Smart Auto Targeting campaigns allow for more leveraging and control with:

  • Negative ASIN Targeting
  • Suggested Bid per ASIN

Achieve full potential for each ASIN

  • Get more flexibility
  • Enjoy better results