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.
Zon.Tools is an Amazon PPC software powered by proprietary algorithmic engines that automatically:
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.
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 offers the following automation features. The system started out with 9 engines, but which has been tapered down to six as of 2022.
Note: Legacy - These are automation engines which have been discontinued as of 2020, but are still available upon request.
Auto-Mate's purpose is to adjust bids based on current ACoS performances automatically. It will raise bids for keywords with ACoS that 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 work only on our system generated PGNs. More on this on next chapter
You’re probably bidding too low if you have keywords that are relevant to the products you’re selling but are not receiving clicks. As a result, your ads might not be displayed where they’re supposed to. 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 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.
As the name suggests, these automation engine 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.
Zon.Tools saves your data from the moment you connect your Amazon API (application programming interface) to the software. By default, It only shows the last six months. To go further back on your earlier campaigns you need to use the filters feature. Months or years down the road, you can review all your data on the Keyword page.
On the Keyword page, you can view all your keywords and their match type, bid, Max ACoS, CTR, CPC, and other campaign details. This is 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:
You can download whatever data you’re viewing on the Keyword Page and isolate them to gain a fresh perspective, which is helpful as you are applying your strategies. After setting your filters, click “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.