Optimize Amazon PPC campaigns: SellerApp’s Automation Edition

For Amazon sellers, managing PPC campaigns is the most important yet time-consuming part. This is largely because you need to monitor your keyword bids regularly and track what’s working and what’s not. 

If bids are not properly optimized, your ACoS will increase and you tend to lose sales to your competitors who outbid you. 

How do I automate my PPC campaigns with SellerApp’s Automation feature?

With SellerApp’s automation, you can edit the predefined rules based on your campaign goals. Our automation rules will help you achieve a high RoAS (Return on Ad spend) and save your hours of manual work.

How to set automation rules? 

You can take a couple of routes to create rules on SellerApp. The first is to use SellerApp’s predefined rules. All you need to do is to input a few critical PPC metrics such as ACoS, bids, orders, etc. SellerApp’s rule-based algorithms will automatically adjust your bids.

The second way is to create your own custom rules that align with your campaign goals. 

Let’s see how you can create the rules using SellerApp’s predefined rules.

SellerApp PPC automation

Log in to SellerApp dashboard → Advertising  → Automation 

Click on ‘Create your first rule’

SellerApp automation rules

You can choose one of the rule templates, and modify the existing template.

Rule Name:

Naming your rules is an important part of rule creation.  This might seem like a small thing, but naming the rule with proper convention will help you while reviewing or analyzing the campaigns. 

For example, if you want to pause the campaigns during the weekends, you can choose a proper name like ‘pause campaigns_weekends’ or you can also add events’ names like Black Friday, or specific dates as a suffix.

Having a naming convention will allow you to make the best use of automated rules. Besides, this adds to your advantage if you want to look at the changes you made by referring to the ‘History’ feature.

SellerApp rule creation

Select Source 

You will find three options to choose from. 

  1. All campaigns - Includes all the existing campaigns in your AMS account
  2. All Enabled - Includes all the active campaigns from your AMS account
  3. Select manually - Allows you to select specific campaigns manually 

You can select all the campaigns for the generic rules like targeting negative keywords (or Money saver). For all the other cases, you can manually select the campaigns for which you want to apply these rules.

select source - Rule automation

Click on ‘Select manually,’ and you will find the list of PPC campaigns under your AMS account. Select all the campaigns for which you want to apply this rule, and click ‘Add to Rule.’ 

Amazon PPC campaigns - drop-down

Set Conditions

Set conditions - SellerApp dashboard

In this section, we have two parts - the conditions and the action item. These actions can be to increase bids or mark negative keywords. 

In the condition section, we define the rule criteria so when the campaign meets the criteria the rule starts running and takes the necessary action you define (increase bids in this case). 

Let’s say I want to increase my sales and visibility so I’ll set a condition: When my ACoS is less than my target ACoS and orders are more than 10, I want to increase my keyword bids by 10% until the bid amount is $5.

i.e., If ACoS < target ACoS (20%) and after 10 orders, increase bid by 10% with maximum bid $5.

This condition is ideal if you want to increase your sales and ad visibility

The rule checks all the search terms against the condition and determines when the action is to be executed. 

Note: You also need to define the maximum bid value up to which you will allow the system to increase the bid. 

You have the ability to set the rule conditions based on the ACoS, orders, clicks, and more. 

Once you set the rule, click on ‘Review and Enable.’

Enable rules - SellerApp advertising

Your rule will start running once it is reviewed by SellerApp experts.

Potential rules you can create using SellerApp Automation

Now that we know how to set up the automated rules, let’s look at a few conditions in which you can use these rules. 

  • Use the rules when you want to adjust your bids during the holiday season or special events like Amazon Prime Day, Cyber Monday. 
  • Adjust your keyword bids based on the conversions.
  • Increase keyword bids to reach a larger customer base by increasing impressions. This would be beneficial if you want to boost your brand visibility or launch a new product. 
  • Adjust bids for certain hours of the day. For example, using day-parting, you can avoid bidding in the early morning hours during which you won’t experience many conversions/clicks.
  • Extend the budget throughout the day.

As you familiarize yourself with the automation rules, you can create custom rules. Reach out to us at support@sellerapp.com if you’d like to set up custom rules for your Amazon PPC campaigns

If you’re a new seller willing to automate your Amazon sponsored ads, check out our 7-day free trial

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