In a previous blog post, I covered automatic campaigns vs. manual campaigns and how they work together. Both campaigns have their strengths and weaknesses in the world of Amazon advertising but remember: Leveraging both types of campaigns for your Sponsored Product Ads on Amazon is the best method to creating winning campaigns and getting the most out of your keywords.
For an Amazon Sponsored Product Campaign Review, let’s go over how automatic and manual campaigns work.
Sellers select their budget and let Amazon go to work and automatically find keywords. Amazon looks for keywords that match your product’s category, related products, and keywords in your product’s descriptions.
Benefits of Automatic Campaigns:
- Great for PPC beginners because of the easy setup.
- You get to skip the hassle of entering keyword bids and have more time to read my blog.
- If you run an automatic campaign, Amazon will collect data for you to apply to future campaigns. Amazon tracks clicks and spends, usually taking 2 to 4 days to process. It may take up to 2 to 4 weeks to gather enough data to see which campaigns are doing well.
- Automatic campaigns allow for experimentation without putting that much effort in.
- They allow you to show up for long-tail research you may have never guessed people would search for.
Drawbacks of Automatic Campaigns:
- As you may have guessed, letting Amazon automatically choose the keywords you will bid on gives you less control compared to the manual campaign structure.
- Automatic campaigns do bid on relevant terms, but relevant doesn’t always mean profitable
- There will be irrelevant terms Automatic campaigns will bid money on
- Same bid for high converting, low converting, and no converting keywords
- You can risk showing up for irrelevant terms
Manual campaigns are also set up in the campaign manager within Seller Central. With a manual campaign, sellers handpick keywords they want to bid on. Sellers can choose broad, phrase match, or exact keywords when bidding to fine tune where their ad spending goes. When setting up your manual campaign, remember to keep your keywords in the 20 to 40 range and not go overboard with more than 500 keywords. If you choose more than 500 keywords, there’s no way all of those are going to match with your product and you’ll be wasting ad money.
Benefits of Manual Campaigns:
- Great for PPC experts who have time to set up manual campaigns.
- You can maximize your sales volume and perfect your ACoS.
- Bidding on keywords manually allows for more precise targeting and could lead to more sales if you are successful
- It’s easy to reduce bids or pause low-performing words.
- Amazon suggests bids next to every keyword you wish to bid on, making it easier for the seller.
- Have keyword ideas you want to test? Manual campaigns help you do that.
Drawbacks of Manual Campaigns:
- Manually choosing every keyword to bid on takes tons of effort and time.
- You could lose money if you do not put that much effort and time into keyword research.
Here’s a quick reference guide to the differences between automatic and manual campaigns when building your Amazon advertising campaign strategy:
See you next time!