How to manage Amazon PPC efficiently during sales using Adbrew?

It is a well-known fact that PPC plays a key role in the success of a brand during any sales event on Amazon. It requires top-notch planning and execution to boost sales and drive better conversions during this highly competitive sales period.

After running Amazon Ads for multiple brands during the sales days, we have figured out some common key actions that you may want to take before, during, and after the event to get the most out of a sale event.

Ensuring that you utilize all available campaign and targeting types for the products on which you intend to run deals during the event will maximize the visibility of those products across various placements on Amazon.

You can utilize the Adbrew audit page to identify any missing campaign and targeting types for your deal's ASINs. You can then use the campaign launcher to create new campaigns or incorporate them into existing ones, optimizing your advertising strategy.

These campaigns will ensure that your ads are actively shown to people who have expressed interest in your products before or during the event but have not made a purchase yet.

As most brands in your category will strive to maximize visibility on event days, it is common for the cost per click (CPC) to increase.

To ensure that your event day bids remain competitive for the most lucrative search terms, it is advisable to increase the bids by 20-30% for keywords and targets within your ACOS goal. Here's how you can do it easily using Adbrew:

Step 1: Create a new one-time ruleset or update the existing one-time ruleset in Adbrew with a simple condition such as:

Step 2: Go to Campaign Manager and select all the Enabled campaigns. Associate all the enabled campaigns with this new one-time bid ruleset.

Step 3: Turn on the automation for those campaigns if not already done.

Placement, such as the top of the search, is going to be one of the most prominent spaces on Amazon to showcase your deals, as it attracts the most attention from users searching for a specific keyword.

Therefore, if your current campaign has the scope (in terms of ACOS) to capture more impressions from these prime spots, it is recommended to adjust your placement modifier in order to maximize visibility.

If you are already utilizing a placement automation rule, you can run the same rule on event days or if not then create a new one from scratch.

Here's how to create one from scratch -

Step 1: Create a new campaign placement automation ruleset.

Step 2: Add criteria to allow automation to check your placement-level ACOS, then increase the placement modifier percentage. Here's a simple example:

Step 3: Go to the linked campaign tab and link all your enabled campaigns with the rule by following the instructions as seen in the illustration below.

Make sure that you are not squandering your advertising budget on event days by investing it in search terms that have already undergone sufficient testing and have proven to be ineffective for your brand.

You can create a simple ruleset in Adbrew that will look into the last 30-60 days to identify search terms that have received enough clicks but still brought no orders or have a high ACOS.

During a sales event, you can expect more clicks with a higher cost per click (CPC) due to increased demand and heightened competition in the market. Consequently, if your ad campaign is set to the same budget as on a typical day, there's a greater likelihood of your campaigns going over budget. Therefore, it is advisable to consider increasing your budget by at least 20-25% before the event.

To do this, you can set up a simple campaign management ruleset to increase your campaign budget for campaigns with good performance and higher average budget utilization.

To maximize your visibility during the high-converting traffic hours, it is recommended to increase your bids by 20-25% selectively for those hours.

You can utilize the hourly performance data to identify your high-converting hours and then use Dayparting to increase bids for those specific hours.

Moreover, if you prefer not to manually analyze your hourly performance data, you can leverage Adbrew's auto-dayparting capabilities.

This feature enables you to automatically generate a customized dayparting schedule based on the factors that are most important to you, such as clicks, spend, ACOS, sales, etc.

To gain a deeper understanding of this feature, you can also refer to our Auto-Dayparting guide by clicking here.

Note: If you wish to only increase the bids during the high converting hours (and not decrease in other hours), keep the minimum bid multiplier as "1".

You can leverage Adebrew's SOV-based automation to go more aggressive on top of search placement for some of your most important keywords.

You can set up simple automation to ensure that it automatically increases bids for your most important keyword (which you are tracking via the SOV tracker) when your ads are not visible at the top of search results for those keywords.

Utilize Adbrew's hourly Share of Voice (SOV) graph to track whether your ads consistently appear on your desired placements for the most important keywords. If you discover that some competitors are outperforming you for a particular placement, recalibrate your SOV automation to become more aggressive and outperform your competitors.

Next, you should track your campaign budget usage on the event day to identify campaigns that have already utilized a significant portion of the budget or exceeded it. You can proactively increase the budget for these campaigns to ensure you are maximizing your visibility across all the campaigns.

To check budget usage, simply navigate to the campaign manager, click on the three-dot icon appearing in the top right corner, select "Show Budget Usage Data," and two new columns will be added in the campaign section, displaying the average budget utilization percentage and average budget utilization hours for each campaign.

Utilize hourly performance data to understand whether you are on track to meet your event goal, and then calibrate your dayparting strategy based on the level of aggressiveness required to achieve your sales event goals.

For instance, if the first half of the day has passed and you notice that you have not even spent 25-30% of your designated ad budget for the event, and typically, you spend 25 to 30% in the first half (verify from your historical hourly performance data), then you may want to consider a more aggressive bidding and placement modifier for all your targets using the dayparting feature.

During certain events, we have observed unfortunate glitches and data discrepancies in the Amazon ad console, which have caused considerable confusion for brands. In such instances, we have noticed that the data provided by the marketing stream API is highly accurate and reliable.

Therefore, if any such unfortunate incident occurs, we recommend going to the hourly performance tab from the Adbrew dashboard to obtain an accurate performance assessment of your account for that day.

Remove the dayparting strategy from your campaigns after the sales event to ensure that automation does not make changes in bids and budgets based on your sales event goals. Make sure that the multiplier is set to 1x (base bid) when you are removing the dayparting strategy from a campaign.

If you have aggressively increased or decreased bids during the event days using automation, reverting those changes after the event will ensure that your ad campaigns return to their normal levels. Please ensure that you revert the initial change made for the sale event through automation, as this will ensure that your bids return to the base bid that was set before the event.

Check your remarketing campaign and ensure that it is generating enough traction. If not, then calibrate your bids to ensure it is competitive enough to be shown to the audience who have already viewed your product during the event.

Finally, you can pause campaigns that were specifically created for the event but didn't perform well and choose whether to keep the well-performing campaign active or pause all campaigns.