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Budget Rules

I'm back, and I've got plenty of interesting content for you in the upcoming month.

In the past month, there have been quite a few exciting changes and upgrades in Amazon's advertising system, and I'm going to talk about them in a series of upcoming tips. I'll primarily discuss two new tabs that are now available to everyone: "Budgets" and "Targeting."

The first tip relates to Budget Rules you can set for each campaign.

As you can see in the attached image, at the campaign level, you can define rules for Amazon to increase your ad budget by a certain percentage in specific situations. These situations could be based on certain dates or special events, like Halloween, Black Friday, and so on, or based on performance metrics.

Amazon allows us to define rules related to CTR, CVR, or Acos. Depending on whether your campaign performs above or below a specified value for these metrics, you authorize Amazon to increase your budget by a certain percentage.

How to make the most of this feature?

  1. Download your budget reports and identify campaigns that are not performing to their full potential due to budget limitations.

  2. Set budget rules specifically for these underperforming campaigns based on performance metrics. Ensure that the budget rules are not tied to specific dates, which means they should be based on ongoing performance metrics. For example, you might set a rule to increase the budget for a campaign by 20% if the Acos is lower than or equal to your target Acos, and you might set a minimum Acos increase threshold of 10% to avoid restricting Amazon too much.

Keep an eye on the activity of these campaigns for 3-4 days. If they're performing as expected, gradually increase the budget raise percentage.

Stay tuned for more tips!


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