Recommendations for a successful start
We are listing a couple of helpful tips for you to make the most of the optimization capabilities.
For your first strategy
Start with an ACOS target at par or close to the historical performance of the items included in its product group. The historical performance is the average ACOS of your campaign in the last 30 days.
If you sold at least 2 sales every day for the last 2 weeks, you should set an ACOS target equal to the ACOS observed in the last 30 days. Otherwise, you should set an ACOS target superior to the observed ACOS. It will help the algorithm to learn faster from your historical data.
Keep in mind to split your traffic properly. You should avoid overlaps!
Here is a simple structure for your first sponsored product strategy
Once your strategy is active in the Amazon Advertising console, you should pause your historical campaigns!
Limit the number of strategies you are running
It is always easier to start with a simple structure.
Rule of thumb: A strategy should spend at least $500 / month (500 € / month) for you to get the most of our optimization capabilities.
Break down your catalog into product groups
You should split your catalogue according to one of these three dimensions:
- The life cycle of your products (new launches, mature products, products reaching the end of life). You should look at the daily orders for the past 14 days
- The margin you make on the ASINs
- The categories of the ASINs
You will use some of these product groups to create strategies and some for analysis.
Each ASIN should be in only one strategy at a time!
Think long term
Costs and sales are volatiles! A bad day does not represent a strategy. Our algorithm has powerful correction mechanisms. If you need to better understand how it works, you can check out the algorithm behavior
Wait a few days before changing your strategies. You should not change your strategies every day. Once a week maximum per strategy
Adjust the ACOS target softly
Whenever you change the ACOS target, the algorithm changes bids accordingly. It is better to gradually increase or increase your target and wait at least a few days before changing it again.
Avoid making big swings when adjusting your ACOS target
To get more insights according to level of control you want over the campaigns, you can visit this page.