I feel the need. The need for speed. There are tons of Amazon PPC strategies out there, but it can be difficult for sellers to make quick changes that have a substantial impact. One of the quickest ways to accomplish this is to utilize bulk operations.
Bulk operations are super simple spreadsheet techniques that will allow you to make changes across your account in just a few clicks.
A Walkthrough of Bulk Operations Files
When looking at Amazon’s advertising page, you’ll see a menu that has “Bulk Operations” listed next to a wide array of choices. After selecting “Bulk Operations” from the menu, you will be prompted to set a date range. Since these strategies revolve around cutting costs, not increasing revenue, we recommend using a 30-day time window.
After selecting this timeframe, Amazon will populate a spreadsheet for you containing all of your account data for the past 30 days.
This sheet includes:
- Record Type
- Much More
That’s everything in your account all on one sheet. Optimizing can now take place in one spot.
Pausing Ads with High ACOS
The second column on the spreadsheet is “Record Type.” Records can be campaigns, ad groups, products, placements settings, and even more. Because we’re focusing on ads, filter out the “Ad Type” records.
Filtering for “Ad Type” ensures that every ad, even products that are in multiple campaigns and ad groups, are appearing. The data for a product will be different when looking at the product performance in different ad groups, so we want to include every record of the product.
Now that we see how every ad is performing, sort your ads by ACOS. One tricky thing about this step is that Amazon denotes these values as text fields, meaning that you will need to change the field to “data” before sorting. At this point in the process, you can see which ads have the highest ACOS.
With this ACOS data at your fingertips, it’s time to optimize. To quickly pause an ad with a high ACOS, we recommend using the re-upload method. This method is very simple. Just change the field that says “enabled” and change the status to “paused.” After making these changes, re-upload the sheet and these ads will no longer be running.
There is a caveat to this method. If you have an ad that hasn’t gotten any sales, there won’t be an ACOS. If you want to make sure you find and pause these ads, filter your ads by spend and conversions. This will ensure that you don’t miss any abysmal ads.
Pausing and Archiving Bad Keywords and Targets
The steps followed for this next technique are very similar to the method we just walked through. Instead of filtering out for “Ad Type,” we’re going to filter out “Keywords” and “Product Targets.” This means only manual keyword targeting and automatic campaign targeting will be displayed.
Sort these records by highest ACOS. Also, make sure to check your CPCs. If your CPC is really high, the issue may lie with the bid and not the ad itself. In this situation, lower the bid before pausing the ad altogether.
After checking to make sure that bids aren’t the problem, find the keywords and targets with high ACOS and pause them.
Keep in mind that the same caveat applies to this scenario. Keywords and Product Targets with zero sales will also not have an ACOS. For these instances, use your best judgement or follow our rules for keywords with zero sales.
Changing Bids on Keywords and Product Targets
We’ve trimmed quite a bit of fat at this point. Now, let’s get a little deeper into the weeds and analyze bids.
To set-up these optimizations, the set-up is the exact same as the previous step. You still want to see your “Keywords” and “Product Targets” records and sort them by highest ACOS.
One of the best things about bulk operations files is that you can calculate a new bid inside of the spreadsheet.
Our super simple bid strategy would be perfect for this:
Revenue Per Click X Target ACOS = Bid
BUT, neither one of these columns is included on the spreadsheet! You will have to add them. Don’t worry, Amazon won’t get confused by you adding columns.
For your new Target ACOS column, simply insert your target ACOS into the cells and make sure that these values are percentages.
For revenue per click (RPC), it’s really tough to calculate. Just kidding. To calculate RPC, write a formula into your cell that looks like this:
After doing this once, drag the formula down and apply it to the rest of the cells in the column. Ta-da! You now have new bids.
These strategies will undoubtedly lower your ACOS fast! Once you get the hang of them, you can honestly go through all of these steps in less than 10 minutes.
Not only are these processes quick, they are also extremely powerful. Using bulk operations sheets is the only way to make hundreds of changes with a few clicks and formulas. If you’re not using them, you’re wasting your time and money!
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 1:10 Intro
- 3:40 Importance of spreadsheets in Amazon PPC
- 5:10 Understanding bulk operations
- 13:00 How to use the data on a bulk sheet
- 16:00 The re-upload method
- 22:15 Pausing and archiving keywords and product targets
- 30:45 Adjusting your targets
- 36:00 Closing thoughts
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- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch Mike & Stephen on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe.