Strategies and campaigns overlapping

You created your strategies but your historical campaigns are still active in your Seller Central / Vendor Central account. You need to pause them and avoid overlaps.

 
Two strategies overlap when they have ASINs in common.

One strategy overlaps with one of your manual campaigns when they have ASINs in common.

Overlaps lead to poor performance because of self-competition. You need to split your traffic correctly to avoid it!

Pause your old campaigns

We recommend pausing your historical campaigns the day after you created your strategies. Just ensure that you are only pausing (or archiving) the campaigns on ASINs that are included in your strategies.

Avoid more than half a day or a day of overlap. Letting your campaigns run in parallel with the strategies might result in poor performance.
 

Make sure that you advertise your ASIN through a unique strategy

 
For traffic optimization, make sure that the traffic of your different strategies is mutually exclusive. When two strategies target the same traffic for a given ASIN, they compete with each other. So, you end up bidding against yourself, which deteriorates the ACOS.

With a structure like this, the algorithm will have no control over the traffic and will never be able to optimize properly.
There are two recurring cases that may happen:

• The algorithm places bids lower than your campaigns: the traffic will only go to your movements and the conversion will never be reattributed to the campaigns
• The algorithm places bids higher than your campaigns, the KW is great and the algorithm decides to lower the bid to optimize the investment: If the algorithm lowers the bid too much, it will be below your campaigns and the campaign will not display anymore and will distort the learning