You might think automatic campaigns are too simplistic for serious sellers, but they actually offer valuable insights for keyword discovery. On the other hand, manual campaigns provide the precision needed for strategic control. Choosing the right approach can make or break your Amazon PPC success. So, what factors should you consider when weighing the benefits of each strategy? Let’s explore the key differences and how to leverage them effectively.
Key Takeaways
- Automatic campaigns simplify ad management, making them ideal for beginners seeking to discover effective keywords without extensive research.
- Manual campaigns offer greater control over keywords and bidding, so seasoned sellers can optimize ad performance effectively.
- Automatic campaigns can lead to higher ACoS due to uncontrolled bidding and potential wasted ad spend on ineffective keywords.
- Ongoing analysis and adjustments are crucial for manual campaigns, requiring significant time investment for effective keyword research and performance optimization.
- Combining both automatic and manual campaigns can maximize advertising effectiveness by leveraging the strengths of each strategy.
Quick and Dirty Definitions
Within Amazon Sponsored Products there are two different campaign types: Automatic and Manual. It’s important to understand the differences between these in order to maximize your earning potential.
Automatic Campaign: Amazon chooses which keywords to target and you can control bids on the campaign level.
Auto campaigns in Amazon PPC let you sit back while Amazon selects the keywords for your ads, making it an ideal choice if you're just starting out. This approach not only simplifies your ad management but also helps discover effective keywords without a heavy initial investment. By understanding how to set up these campaigns, you can leverage their benefits to kickstart your advertising strategy effectively.
Manual Campaign: You choose which keywords to target and you can control bids on the keyword level.
Manual campaigns in Amazon PPC give you the power to select specific keywords and set bids that align with your goals. This targeted approach gives you greater control over your advertising spend and the potential to lower your ACoS. By leveraging your keyword insights, you can create a more strategic advertising strategy that drives better results.
To Break It Down Even Further…
But how do you know which campaign type to choose?
Let’s look at some different scenarios…
When Should You Use Automatic Targeting?
There are a few scenarios where you might want to consider automatic targeting.
- You’re new to Amazon ads and not sure where to start.
- You don’t have time to manage a manual campaign.
- You want to use automatic campaigns to get more data to optimize your manual campaigns.
While the first two scenarios are common, we wouldn’t recommend this as a long-term strategy since Amazon will be happy to continue taking your money no matter how profitable your campaigns are.
The third scenario, in our opinion, is one of the best uses of automatic campaigns. Basically, we like to think of automatic campaigns as a keyword research tool that helps us to stay on top of keyword trends.
When Should You Use Manual Targeting?
You might consider using manual targeting in these scenarios.
- You already know what keywords you want to target.
- You want to be able to control your bids more precisely.
- You already have a decent base knowledge of Amazon PPC.
Manual targeting gives you a lot more control but it also takes a lot more time, effort, and knowledge. So, make sure you’re ready to commit before launching manual campaigns because you could risk losing money.
Why Not Both?
You don’t have to choose just one! In fact, we recommend using both. Earlier we talked about using automatic campaigns as a keyword research tool to optimize your manual campaigns.
Here’s a quick rundown of what that might look like.
Step 1: Set up an automatic campaign and let it run until you have some decent data (within your budget of course).
Step 2: Download your Search Term Report from Campaign Manager and find your high and low-performing keywords (you can start by looking at conversions).
Step 3: Set up a new manual campaign with the high-converting keywords you identified from your automatic campaigns so that you can monitor it closely and adjust the bids precisely.
How to Optimize Your Amazon PPC Campaigns?
To optimize your Amazon PPC campaigns effectively, you need to employ targeted strategies tailored to both automatic and manual settings. For automatic campaigns, focus on refining keyword discovery while monitoring ACoS to prevent overspending. In manual campaigns, leverage your keyword insights to adjust bids strategically and ensure that your ad spend aligns with high-performing keywords.
Strategies for Optimizing Automatic Campaigns
Although automatic campaigns can be a great starting point for your Amazon PPC strategy, optimizing them is essential to maximize your return on ad spend. Here are four strategies to enhance your automatic campaigns:
- Analyze Search Terms: Regularly check search term reports to identify high-performing keywords for manual targeting.
- Adjust Bids: Lower bids on poorly performing keywords to reduce ACoS while increasing bids on effective ones.
- Use Negative Keywords: Add irrelevant search terms as negative keywords to prevent wasted ad spend.
- Monitor Performance: Keep an eye on metrics to make informed adjustments and refine your approach based on keyword research.
Tips for Optimizing Manual Campaigns
When optimizing your manual PPC campaigns on Amazon, focusing on data-driven decisions can significantly imrove your ad performance.
Start by analyzing your current ACoS and identify underperforming keywords from both automatic and manual campaigns. Use this data to adjust bids strategically and prioritize profitable keywords.
Incorporate new keywords discovered through automatic campaigns into your manual efforts for broader reach. Regularly review your product ad performance and refine your targeting based on seasonal trends.
Ultimately, a proactive and informed approach will help you maximize your ad spend and achieve a more favorable return on investment.
Common Challenges with Automatic and Manual Targeting Campaigns
While automatic campaigns can simplify your advertising efforts, they often lead to high ACoS due to a lack of control over bidding on ineffective keywords.
On the other hand, manual targeting requires a deep understanding of your market, which can be challenging for many sellers. Identifying and overcoming these common hurdles is crucial for optimizing your PPC strategy and maximizing profitability.
Issues in Automatic Campaigns
Consider these issues:
- High ACoS: Automatic campaigns often lead to higher ACoS by bidding on all keywords, including the non-converting ones.
- Wasted Ad Spend: Without precise control, you risk spending on ineffective keywords that don’t convert.
- Limited Keyword Discovery: You might miss out on high-performing keywords that require manual targeting.
- Lack of Insights: Automatic campaigns provide less data for strategic planning compared to manual targeting.
Address these challenges to optimize your advertising efforts effectively.
Challenges in Manual Targeting
Although manual targeting offers greater control over your ad campaigns, it comes with its own set of challenges that can complicate your advertising strategy.
You’ll need to invest significant time in keyword research to identify high-converting keywords, which can be overwhelming.
Additionally, maintaining a balanced ACoS while optimizing bids is crucial; a miscalculation can quickly escalate your ad spend.
Unlike automatic campaigns, where Amazon handles placements, manual targeting requires constant monitoring and adjustments. Without diligence, you might find yourself spending more without realizing the desired return on investment, making it essential to approach manual targeting with a strategic mindset.
How to Overcome Common PPC Campaign Issues
Navigating the complexities of PPC campaigns on Amazon can be challenging, but addressing common issues head-on can lead to significant improvements in your advertising performance. Here’s how to tackle these obstacles:
- Analyze ACoS: Regularly check your ACoS to identify underperforming keywords in both automatic campaigns and manual targeting.
- Refine Keywords: Continuously optimize your keywords based on performance data to enhance ad relevance.
- Set Clear Goals: Establish specific objectives for your advertising campaign to guide your strategy.
- Monitor Competitors: Keep an eye on competitor keywords and bids to stay competitive and informed.
Conclusion
In the world of Amazon PPC, automatic campaigns offer effortless keyword discovery, while manual campaigns provide the precision needed for strategic success. Choosing one over the other may seem tempting, but a balanced strategy leverages the strengths of both.
By combining the simplicity of automation with the control of manual targeting, you can navigate the complexities of PPC more effectively. Embrace this dual approach to maximize your ad performance and ultimately drive better sales results.
How do you use automatic and manual targeting campaigns? Do you stick to just one or do you use both?
Did anything in this article spark your curiosity or bring up a question? Comment below or email us at Howdy@PPCFarm.com. We love talking about PPC!
