The Campaign Strategy library can be categorized into segments as explained below.
The strategy library is used as a checklist for users to refer to as a resource while creating strategies in Campaign Optimizer.
Keywords Strategies
Note: This does not only include specific keywords phrases but also ASINs, product targets, being incorporated in target ad groups.
Objective: Improve ROAS
Adjust bids on high performing / low performing keywords to reward / penalize them
This is done based on custom ROAS/Conversion targets.
Pause keywords with no returns
Control bids on keywords by setting a floor/ceiling bid
Decrease bids on keywords based on organic presence
Objective: Grow Awareness to Boost Sales/ Share of Voice
Increase bids on keywords with high conversion rate
Increase bids on keywords with low organic share of voice and high ROAS
Boost impressions on keywords with no performance due to low bids
Search Terms Strategies
Objective: Grow Awareness
Isolate high performing search terms from broad/phrase/category matches and target as exact match
Objective: Improve ROAS
Negatively target poorly performing search terms (Feature Coming Soon)
Amazon Marketing Services (AMS) SKUs Strategies
Objective: Reduce Out of Stock Risk
Pause advertising on SKUs with low inventory, based on their Weeks of Cover
Re-enable advertising on SKUs where inventory has been increased past the set threshold
Objective: Increase Conversion Rate
Pause Advertising on SKUs where buy box is open but products cannot be shipped
Re-enable advertising when the SKUs are in stock and ready to be shipped
Note: The above strategies should always be deployed together
Objective: Improve Retailer Profitability
Pause advertising on SKUs with low Average Selling Price
Pause/ Replace advertising on SKUs that have low ROAS
Campaign Strategies
Objective: Improve ROAS
Limit Auto Campaign Budget to ensure that it never exceeds the threshold
Change budgets on high performing / low performing campaigns to reward / penalise them
Pause non-performing campaigns
Ensure campaign budgets do not reduce below a floor value
Increase budgets of campaigns that have strong performance but are running out early in the day (*Feature Coming Soon)
Best Practices
Here are a few best practices based on segmentation of strategies, setting guardrails, and recommendations for actions for each type of campaign strategy.
Segment Strategies
It is recommended to segment strategies based on each portfolio, keyword type, and campaign type as a high performing keyword can have separate thresholds for metrics like RoAS & SoV across all these segments. Creating separate strategies for each segment ensures optimization.
Set Appropriate Keyword Ceiling & Floor Limits
Appropriate ceiling and floor bids ensure the CPC range do not fluctuate outside the set limits. This helps in controlling spend and keep the bids optimized in the range.
Set a Reversal Strategy for Each Strategy
While pausing an entity, it is recommended to set an anti-strategy.
An anti-strategy is just another strategy used to resume the entities paused by a previous strategy when certain conditions were met.
For creating anti-strategy, users should also select the pausing strategy under Conditions > Add filters > Strategies.
Example: If we create a strategy for pausing a SKU when conditions are WoC < x, then an antistrategy will be conditions - strategy = Pause SKU (Previous strategy name) and WoC > x
🏠 Go Back: | ➡️ Next: |