Amazon PPC Automation with My PPC Pal

Welcome to My PPC Pal, the most complete automation tool for Amazon Sponsored Products Campaigns. This article is intended to walk you through setting up your account and your campaigns to be automated by My PPC Pal and answer some questions which may come up in the process.

 

Table of Contents:

  1. How Does My PPC Pal Work?

  2. Connecting your Amazon Account to My PPC Pal

  3. Setting up your Amazon PPC Campaigns for Automation

  4. Feedback on What My PPC Pal is Doing

  5. The Big Picture

How Does My PPC Pal Work?

 

My PPC Pal is an Amazon Sponsored Products automation tool which allows you to set up custom rules to make optimization decisions on your behalf. It can connect to your existing campaigns, or you can create campaigns which are specifically for My PPC Pal to automate for you. My PPC Pal is not a keyword research tool, so you have to set up your campaigns with as many product specific keywords as you can find.  If you need help setting up your campaigns, please check out this article we wrote – Rank Higher With Amazon PPC. Once your campaigns are set up and connected to My PPC Pal, we will optimize them for you by raising and lowering bids, pausing keywords which fall below your set metrics, and adding negative customer search terms to your Ad Groups.

Amazon PPC is an ever evolving and hyper competitive ad platform. Campaign optimization is an ongoing and never-ending effort, My PPC Pal was designed to help you manage this task with automation. Please be sure to see our “Help” section once you are logged in for more on Frequently Asked Questions, and guide videos.

Connecting your Amazon Account to My PPC Pal

 

Connecting your account is simple using “Login with Amazon”. Once you have registered and confirmed your email, you will be able to login to My PPC Pal. Once logged in, we will guide you through the process of connecting My PPC Pal to your Amazon Sponsored Products Campaign Data.

Once you have fully completed these steps,  we will begin to import your PPC data and we will notify you by email once completed. Note: this process will take anywhere from 30 minutes to a few hours to complete depending on the size of your account.

Setting up your Amazon PPC Campaigns for Automation

 

Once your data has been imported you may begin to set up your campaigns to be automated by My PPC Pal. Please note that brand new campaigns will not show up on your “My Campaigns” screen in My PPC Pal until Amazon has reported activity on those campaigns. This generally takes 2-3 days from the day of creation as long as the campaign is getting some impressions and clicks.

Regardless of the way you decide to set up your campaigns to be optimized by My PPC Pal, we will never overrule your campaign budgets or your account total spend budget set on Amazon. Please use these budgets in Amazon to setup the amount you are comfortable spending each day, if you are not sure how to set these up, Amazon Seller Support can help guide you through this process.

If you do not have any understanding or current strategy to optimizing your Amazon PPC, we have created 3 pre-set formulas, “Conservative”, “Recommended” and “Aggressive”. Below are ways to help you decide if you want to use a pre-set formula, and if so, which one to use. Please note that with any of our pre-set formulas it is recommended that you adjust your minimum bid and maximum bid for your product/niche. If you are not sure where to set your minimum and maximum bids check out this article which describes four phase and recommended bids for each phase. – Rank Higher With Amazon PPC.

Conservative – This pre-set formula is for those who are looking to not spend as much on PPC, who are in less competitive niches, have a high organic conversion rate or who have huge brand recognition which helps generate traffic and convert into sales.

Recommended – This pre-set formula is set to let your product fall naturally where it fits in with the competition. Meaning, if your product is superior, your listing is better and your price matches your offering, then this formula will let your product stay at the top of paid search results and will in turn boost your organic rank with the sales generated from keywords on your PPC sales. However, if your product is lacking in features, has poor reviews, photos, listing or is not priced correctly, this formula will end up pausing more competitive keywords and may only perform well with long-tail keywords.

Aggressive – This formula is designed for launching newer products, for highly competitive search terms/products, and or those who are looking to increase sales velocity through paid sales and have a larger budget to do so.

If you are looking to have more control over your Amazon Sponsored Products Campaigns, or you are only shooting for a low ACoS, we recommend using a custom formula rather than using our pre-set approaches discussed above. Using a custom formula allows you to set your own rules, test and adjust as needed, so you can accomplish specific targets utilizing My PPC Pal to automate your campaigns on Amazon.

Below we will discuses each box of creating a custom formula in detail. Hovering over any of the boxes in My PPC Pal will display text to let you know exactly what the number inputted into the box will do, however this will be a more in depth guide to getting started with custom formulas in My PPC Pal.

We will reference boxes 1 – 17 in the guide below, please see the image which shows the number inside the box we are discussing for each.

 

Box 1 – ACoS % Cut Off To Pause A Keyword Bid : Any individual keyword which reaches this ACoS % or higher will be paused. Note if your target ACoS for a campaign is 30% we recommend putting in a number which is at least 1.5X this number or 45% into this box. This is because if you look at any campaign with a good history, you will see that while the campaign overall may average out to 30%, there are individual keywords which have a higher ACoS than the average and some with lower.

Box 2 – ACoS % Cut Off To Lower A Keyword Bid : The bid will be lowered on any individual keyword which reaches this ACoS % but is still under the ACoS % in Box 1. This number should be set at or close to your target ACoS % for the campaign. This way any bid on a keyword that is higher than your target ACoS % will be lowered to try and correct or lower the ACoS % before it reaches the number in Box 1 and gets paused. Note, allow a significant margin between Box 1 and Box 2 so My PPC Pal has time to try and correct the ACoS beofore the keyword gets paused. If you set Box 1 to 45% and Box 2 to 40% there is not much room between the two numbers to allow time for the new bid to adjust and lower the ACoS.

Box 3 – ACoS % Cut Off To Raise A Keyword Bid : The bid will be raised on any individual keyword which is below this ACoS %. This is for your very best keywords only, the idea with raising the amount bid on these keywords is to try and drive more sales from the highly profitable keyword. We recommend setting this at 10% or lower.

Box 4 – ACoS % Cut Off To Negative Match a Customer Search Term : Any individual Customer Search Term which reaches this ACoS % or higher will be added as a negative exact match on the corresponding Ad Group. This is the same idea as Box 1 except this applies to the Customer Search Term rather than the Keyword. A Customer Search Term is the actual term being entered by the customer, whereas the Keyword is what you set your campaign to bid on. Example if you bid on the Keyword “Shirt” and a customer types in “Black Shirt” they may see your ad for the keyword “Shirt”. If you are only selling white shirts you will want to Negative Match the term “Black Shirt” so you do not waste Ad Spend on this term. We recommend setting this to the same % as Box 1 to start.

Box 5 – Spend without a Sale Cut Off To Pause A Keyword Bid : Any individual keyword which reaches this Ad Spend or higher without any sales will be paused. This is for words which are spending ad money, but for one reason or the other, they are not converting into any sales. Note, we recommend setting this to a minimum of 10x your average cost per click. So if you spend about $1.50 per click then set this number to $15 minimum to allow sufficient time for the keyword to convert.

Box 6 – Spend without a Sale Cut Off To Lower A Keyword Bid : The bid will be lowered on any individual keyword which reaches this Ad Spend without any sales but is still under the Ad Spend in Box 5. Note, allow a significant margin between Box 5 and Box 6 so My PPC Pal has time to try and correct the bid before the keyword gets paused. If you set Box 5 to $10 and Box 6 to $9 there is not much room between the two numbers to allow time for the new bid to adjust and try and get a sale at the lower price.

Box 7 – Spend without a Sale Cut Off To Negative Match a Customer Search Term : Any individual Customer Search Term which reaches this Ad Spend or higher without any sales will be added as a negative exact match on the corresponding Ad Group. This is the same idea as Box 5 except this applies to the Customer Search Term rather than the Keyword. A Customer Search Term is the actual term being entered by the customer, whereas the Keyword is what you set your campaign to bid on. Example if you bid on the Keyword “Shirt” and a customer types in “Black Shirt” they may see your ad for the keyword “Shirt”. If you are only selling white shirts you will want to Negative Match the term “Black Shirt” so you do not waste Ad Spend on this term. We recommend setting this to the same $ amount as Box 5 to start.

Box 8 – Clicks without a Sale Cut Off To Pause A Keyword Bid : Any individual keyword which reaches this number of clicks or higher without any sales will be paused. This is for words which are receiving impressions and clicks but for one reason or the other, they are not converting into any sales. Note, we recommend setting this to a minimum of 10 clicks to allow sufficient time for the keyword to convert.

Box 9 – Clicks without a Sale Cut Off To Lower A Keyword Bid : The bid will be lowered on any individual keyword which reaches this number of clicks without any sales but is still under the number of clicks in Box 8. Note, allow a significant margin between Box 7 and Box 8 so My PPC Pal has time to try and correct the bid before the keyword gets paused. If you set Box 8 to 12 and Box 9 to 11 there is not much room between the two numbers to allow time for the new bid to adjust and try and get a sale at the lower price.

Box 10 – Clicks without a Sale Cut Off To Negative Match a Customer Search Term : Any individual Customer Search Term which reaches this number of clicks or higher without any sales will be added as a negative exact match on the corresponding Ad Group. This is the same idea as Box 8 except this applies to the Customer Search Term rather than the Keyword. A Customer Search Term is the actual term being entered by the customer, whereas the Keyword is what you set your campaign to bid on. Example if you bid the the Keyword “Shirt” and a customer types in “Black Shirt” they may see your ad for the keyword “Shirt”. If you are only selling white shirts you will want to Negative Match the term “Black Shirt” so you do not waste Ad Spend on this term. We recommend setting this to the same number of clicks as Box 8 to start.

Box 11 – Impressions per Click Cut Off To Pause A Keyword Bid : Any individual keyword which reaches this number of impressions per click or higher will be paused. This is to protect your click through rate on your campaigns. If your keyword gets shown continuously but it’s never clicked, this is a sign that the keyword if ever clicked may not convert well. Click through rates will depend on your product and niche but anything at .1% or 1000 impressions per click or better is a decent click through rate. We do not recommend setting this any lower than 700 with 1000 being a good starting point if you do not know what your target is. Note that impressions per click rules apply regardless of sales. The lower number of impressions per click, the better your click thorough rate is, so 700 impressions per click is better than 1000 impressions per click.

Box 12 – Impressions per Click Cut Off To Lower A Keyword Bid : The bid will be lowered on any individual keyword which reaches this number of impressions per click but is still under the number of impressions per click in Box 11. Note, allow a significant margin between Box 11 and Box 12 so My PPC Pal has time to try and correct the bid before the keyword gets paused. If you set Box 11 to 1000 and Box 12 to 900 there is not much room between the two numbers to allow time for the new bid to adjust and try and get better results at the lower price.

Box 13 – Impressions per Click Cut Off To Negative Match a Customer Search Term : Any individual Customer Search Term which reaches this number of impressions per click or higher will be added as a negative exact match on the corresponding Ad Group. This is the same idea as Box 11 except this applies to the Customer Search Term rather than the Keyword. A Customer Search Term is the actual term being entered by the customer, whereas the Keyword is what you set your campaign to bid on. Example if you bid on the Keyword “Shirt” and a customer types in “Black Shirt” they may see your ad for the keyword “Shirt”. If you are only selling white shirts you will want to Negative Match the term “Black Shirt” so you do not waste Ad Spend on this term. We recommend setting this to the same number as Box 11 to start.

Box 14 – Change Bid % Lower Bid : Anytime a bid is lowered, it will be lowered by this % down, until it reaches the minimum bid set in Box 16. This Change Bid % Lower Bid is triggered from the rules you set in Boxes 2, 6, 9 and 12. We recommend setting this to a significant number with 15% being the minimum. If you set this number too low the lower bid will not yield much different results than the original bid. Example if you are bidding $1 and you have this box set to 5% the new adjusted bid would be $0.95 which will not change the path of the keyword much. Whereas, if you set it to 25% the $1 bid will be lowered to $0.75 and will have a greater impact on the keyword moving forward.

Box 15 – Change Bid % Raise Bid : Anytime a bid is raised, it will be raised by this % up until it reaches the maximum bid set in Box 17. This Change Bid % Raise Bid is triggered from the rule you set in Box 3. We recommend setting this to a low number with 5% being the maximum. If you set this number too high the new bid amount may not yield favorable results like the old bid amount did. Example if you have this set to 25% and you are bidding $1, your bid would then raise to $1.25 and may negatively impact the keywords performance. Whereas, if you have this set to 3% and you are bidding $1 the new bid would become $1.03 and will not significantly change the bid, but raise it just a little to try and drive a few more sales through the keyword.

Box 16 – Minimum Bid $ Amount : This is the lowest amount you will bid on any individual keyword bid. Note that anything lower than $0.10 in most categories will yield 0 impressions or clicks so we recommend $0.10 to be the lowest number entered here.

Box 17 – Maximum Bid $ Amount : This is the highest amount you will bid on any individual keyword bid.

Tips for Custom Campaign Settings:

If you do not want a campaign to be adjusted by one of the settings, you can place an extremely high number in that Box. Example if you have a campaign where you do not care about how many clicks a keyword gets without a sale, and you only want keywords to get cut off by the other rules, then put “9999” in Box 8.

If you have a few select keywords you want to bid on regardless of the results, examples of these may include your most popular keywords for your product or your Brand Name, we suggest putting this keywords into a separate campaign and setting extremely high settings in My PPC Pal or turn off automation on this campaign. This will ensure you are always bidding on these keywords and no adjustments are made to them by My PPC Pal.

Allow significant time for settings to have an impact on your campaigns before adjusting up or down. 14-Day tests at minimum are recommended. After your test period has run with the current settings, adjust up or down as needed to meet your Amazon advertising goals using automation with My PPC Pal.

Feedback on What My PPC Pal is Doing

Once you have set up your rules on your Campaigns, My PPC Pal will check your campaigns daily and make adjustments according to your rules. Once changes have been made to your account they will be tracked on the “L2 Log” for each campaign. To access the L2 Log go to your “My Campaigns” screen in My PPC Pal, find the campaign you wish to check and click the “L2” button under the Actions column. Note if no changes have been made to this campaign yet “No Records Found” will be indicated. Brand new campaigns will not be optimized for at least 3 days after they are created in Amazon to allow ample time for the keywords to perform, pausing keywords too early may stop a good keyword just before it gets it’s first sale. After the 3 day buffer has passed, the campaign is setup in My PPC Pal and any of the rules are triggered, My PPC Pal will make optimizations accordingly.

Here are some common reasons the L2 log may indicate “No Records Found”

1) The Campaign has not been turned on in My PPC Pal (Green lights indicate its on).

2) The Campaign was created less than 3 days ago in Amazon.

3) There is no data on the campaign to be optimized, this could be because your bids are too low on the campaigns so they are not getting any impressions or clicks, the campaign is not active in Amazon or you need to update your Ad Spend payment method.

4) Not enough time has passed to trigger any of the rules on any individual keywords.

Alternatively you can check your “Reports” section in My PPC Pal and click the “File Out” reports, these are the actual reports we send to Amazon with your campaign optimizations.

If you have checked all the above cases and still do not see optimizations, when you feel there should be, please reach out to us at support@myppcpal.com so we can take a look for you.

The Big Picture

Selling on Amazon can be a roller coaster at times, and Amazon Sponsored Products is no exception. Amazon PPC will only create more of what is already there, or what is already happening organically. So if your product converts well because it’s unique, reviews are good, listing and photos are top notch, then Amazon PPC will boost those results to higher levels. However, if you have a hard time with organic sales because the product is competing with 20 others just like it, the listing and photos are not up to par, or one of many other factors that can impact your conversion rate, then you can quickly spend a lot of money on PPC with little positive outcome.

With a good product offering, a well optimized PPC Campaign can drive your Amazon organic sales to new heights. Each sale obtained through a keyword (organic or paid) helps your keyword ranking for that word or phrase, better keyword ranking improves your organic search rank, which in turn leads to more sales.

My PPC Pal was created to help take away the tasks of Amazon PPC optimizations for sellers, or to provide a strategy to those who do not know where to start with Amazon Pay Per Click Ads. It was built to help you save time, save money and drive your organic sales. We are always looking to further improve our platform, feel free to reach out to us with any suggestions at support@myppcpal.com

 

 

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