Sellers with several years of experience know that Amazon has continuously expanded and optimized its advertising capabilities over the past few years, and will certainly continue to do so in the future. Because Amazon advertising has become more and more complex with the fierce competition, so Amazon will also introduce some more intelligent advertising tools to help sellers succeed in advertising.
One of the smartest tools is Rule-based bidding
Rule-based bidding is an intelligent advertising tool. The system helps sellers make "manual" decisions on the adjustment of advertising campaigns by defining "if/then" rules. For example, they can help you adjust bids and adjust keyword placement.
It's easy to set up
Click on the ad settings to see the corresponding location. As shown above.
Then you need to set a minimum value of ROAS, the so-called performance guardrail, that is, if the ROAS you set is 3, will the system help you adjust your ads to achieve the most sales if the ROAS is set below 3.
performance guardrail
While the feature is smart, it's not smart enough. Therefore, the seller should provide a performance guardrail, which is a rule, and tell it that you cannot cross this rule.
However, that doesn't mean Amazon won't get past it. Sometimes you will find that ROSA will be lower than the value set by yourself. But don't worry, the final average after 21 days will not exceed the rules you set.
However, if the value you set cannot be reached after 21 days, the system will restore the bidding rules to the previous bidding strategy (such as fixed bidding).
As a reminder, the 21-day period does not include special days like Prime Day or Black Friday. Because, on special days, the average bid may increase and the ROSA will decrease.
The purpose of rules-based bidding: to help sellers get as many sales as possible within the effective ROAS value.
Conditions of Use
Rules-based bidding is currently only Sponsored Products.
Campaigns can use any type of delivery method: automatic delivery, keyword delivery, or product delivery.
A campaign must be running for at least 30 days and have at least 30 conversions (i.e. 30 orders) in the past 30 days before setting up a rule.
Campaigns must meet a minimum daily budget of $10.
Summarize
If you want to get more orders on Prime Day and your ad qualifies as such. Then it is recommended to use this rule. We can set up the rule ROAS and let the system help you to get as many sales as possible in this rule content.
As long as you simply switch and click, you can leave it to the system to operate intelligently.
Here's a tip, just work on your high-performing campaigns to get the most out of them.
In short, rules-based bidding can be beneficial for sellers looking to grow their sales better. These solutions are easier to set up and save time than manual campaign management.
Like, forward and share to all sellers, so that everyone can increase the order volume during the peak season!
Of course, if we want to better grasp the logic of this rule, we still need to learn it systematically.
For example, what do they really mean? Are rule-based algorithms the same as machine learning algorithms? More importantly, how do you determine which type of solution is best for your business needs?
For sellers and brands on Amazon, an effective advertising strategy has become a necessity to maintain brand awareness and drive sales in an increasingly competitive marketplace.
And Kris provides such a systematic learning advertising strategy course, offline get out of class, three days, in Guangzhou, July 8-9-10
Course content and syllabus can refer to: Three-antenna get out of class syllabus - special stability plan (July 8-9-10)
You might worry that July 12th is Membership Day, and you are so busy that you don't have time to study. Don't worry, after 7 years of our Prime Membership Day, three or four days before the promotion, when sales are at their lowest, you are the most idle. Because you should be ready, just wait for the day when the promotion comes.
You might also say that learning now won't help Prime Day. This is for sure. But in the long run, the second half of the year is the peak season, which lasts for several months. If you don’t have time to study now, you will have no time later. And after listening, this time, you can re-train later and deepen your knowledge system before the second half of the year.
Of course, it all depends on your decisions about how the company operates.
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