In this article you will find some template rules you can implement in PPC Automation. Important: Theses are generic rules and are no guarantee of success for each campaign. This is because each product and campaign is unique. Please also read this article on setting your rule parameters based on your own metrics and goals.
Terminology used:KW = KeywordPT = Product TargetingST = Search TermNE = Negative ExactACoS = Average Cost of Sales
There are generally 4 types of campaign setup:
We strongly recommend you create on Rule Group per Campaign, and maybe even per Ad Group, depending on the setup and objectives that you have. This will enable you to greater management control over your campaigns and to avoid possibly creating chaos.
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Info: These are automatic campaigns that you are looking to optimise.You are not using these campaigns to harvest new keywords for other campaigns.
Rules you can implement:
2. ASIN as Search Term: Same as rule 1, except you apply it to an ASIN rather than a Keyword
3. Ad group: If ACoS is greater than target ACoS after 10 clicks, Decrease bid by 10%
4. Ad group: If ACoS is smaller than target ACoS after 10 clicks, Increase bid by 10%:10 clicks is a generic number, you can use any time value. You could even say every 1 or every 2 days
5. Ad Group: If no clicks after 5 days, increase default bid by 0.1, to max of 2.52
5 days could be any number. 0.10 as well, adjust this to your preferences. Same for the max bid. The goal of this rule is to increase the bid in order to generate clicks
Use the CPC sheet to set and adjust your targets such as Max Bid and ACoS. More information in this blog post.
Info: We assume here that the only match type being used is Exact. If you have a manual campaign with only Broad then we recommend you make adjustments to add an Exact match type ad group. For this, see the Type 3 campaign structure below
We assume you will have on Ad Group or one Campaign for Keywords and another for Product Targeting (also known as “PAT” or “PT”). You can use the below rules and simply change them to apply to an “ASIN” rather than to a “Keyword”.
Use Trendle’s Reverse ASIN tool to find hundreds of keywords with little effort.
Create one campaign with Exact Match only keywords. Also create one ad group or a separate campaign for PT targeting.
2. KW: If 0 orders after x clicks, decrease bid by 0.10, min bid 0.73.
3. KW: If 0 orders after y clicks, Set bid to 0.12 –> Add the Stop Rule to this: If rule 3 is triggered then stop Rule 1. This will avoid the bids bouncing up and down infinitely.
4. KW: If ACoS > Target ACoS after 5 clicks, Auto Adjust Bid, min bid 0.23
5. KW: If ACoS < Target ACoS after 5 clicks, Auto Adjust Bid, max bid 2.00
We recommend you read about how Weighted ACoS and Auto Adjusting Bids works in Trendle.
You should end up with the Rule Group looking like this:
Info: You would use this structure if you already have a long list of keywords that you’ve research manually but that you have not yet optimised.
Create 3 ad groups: Broad, Phrase and Exact. Only have one match type per ad group.
In each ad group enter all the keywords.
In the Broad ad group, make those same keywords Negative Exact, and in the Phrase ad group, make those same keywords Negative Exact. You want to do this so that you can discover related search terms. This is often referred to as “Search Term Isolation”.
It will allow you to discover new Search Terms without bidding against yourself 3 times for the same keyword.
PT Ad Group:
Info: These automatic campaigns are used purely for harvesting keywords which you then move to a manual campaign so that you can increase/decrease bids on each keyword for greater control and better results.
Create an automatic campaign. Place top 50 keywords from Reverse ASIN as Negative Exact.
Create a manual campaign. Place those same top 50 keywords in Exact, Phrase and Broad Ad Groups.
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