What's in this article:
- Create New Rule Sets
- Start Automation / Adding Campaigns to Rule Sets
- Pause / Resume Rules within Rule Sets
- Delete Rule Sets
What can you do in the Advertising module?
- Compare performance between Sponsored Products and Sponsored Brands advertising
- Manage your Sponsored Brands campaigns using bulk operations and metrics filters
- Manage your Sponsored Products campaigns using bulk operations, metrics filters, placement reports, change logs to track activity impact to advertising, and automation to optimize bids against performance.
This article shows you how the Sponsored Brands section works in Sellics Advertising module. For an introduction to Sponsored Brands and see Sellics recommendations, visit Sponsored Brands Introduction and Recommendations.
The Amazon Advertising module has multiple pages, each of which can be accessed via the top navigation bar.
The default view when you enter the Amazon Advertising module is the Sponsored Products Optimize tab. To access Sponsored Brands, hover your mouse to the icons to the right of Sponsored Brands: Optimize and Automate.
Similar to Sponsored Products, the Optimize tab for Sponsored Brands is where you would do the majority of your manual campaign management. The upper left window gives you a snapshot of your advertising metrics in the last week. The upper right window gives you trend lines between any two PPC metrics to visualize their relationship over time.
The bottom half of the screen is a view of your campaigns. From left to right, this view tells you:
- Campaign status: Enabled, Paused, Archived
- Ad format: Video, Product Collection, etc.
- PPC advertising metrics: ad spend, sales, ad profit, ACoS, etc.
- Daily budget
In this Campaigns as well as Keywords-level view, you can filter all account aggregated data by advertising metric.
Sellics also offers some predefined Smart Filters.
How to Create New Rule Sets
In Sponsored Brands Automation, Sellics has already created the three best practice rule sets for you, namely:
- Awareness Maximization
- Sales Maximization
- Sales Efficiency
On a high-level, these three rule sets is similar to three stages of a lifetime of an Amazon business, as your priority changes over time.
In particular, when you first start selling and launch a campaign, i.e. during the first two months or so, you usually care more about increasing impressions rather than ACoS. In other words, your priority would be to make consumers know of your brand and products. As a result, you might accept high ACoS as a trade-off for high impressions. This stage is represented by the Awareness Maximization rule set. Notice that there are 3 small rules in the rule set:
- Increase Bid If ACoS Too Low; & Decrease Bid If ACoS Too High;
- Increase Bid If Too Few Impressions.
You will see that the ACoS rules are rather lenient, as your goal is to get as many impression as possible over time: The more impressions, the more clicks on your products, the more orders you will receive.
The second stage is Sales Maximization. This is like a transition stage, as you still care mainly about impressions but also try to narrow ACoS to closer to your Target ACoS. For this rule set, the 2 rules of ACoS are a bit stricter as you should be trying to get your ACoS into the range of your Target ACoS.
Finally, you reach the Sales Efficiency stage when the Impression rule disappears from the rule set. The rationale is that after a period of time, you have collected the number of impressions you need and now you start to care about ACoS rather than impressions. In other words, your priority is switched to approaching your Target ACoS.
So, what are Sellics recommendations?
We recommend that, assuming that your campaigns have already been running for a while to collect impressions and you are only now starting to enable automation, you should go ahead and start using the Sales Efficiency rule set!
To learn more about why we recommend them, visit Sellics Recommended Rule Sets for Different Advertising Strategies.
If you would like to create new and customized rule set(s) for your own needs, you can do that too! To create new rule sets in Sponsored Brands Automation, please take the following steps:
1. Click on Create rule set on the top right corner.
2. Here you will have three fields:
(1) Name: Type in the box a name that would help you and your team understand the objective of the rule set.
(2) Sales Attribution: Choose/Type in a value between 1 and 14. To understand more about the mechanism and importance of Sales Attribution, visit How are sales attributed differently in Sponsored Brands?
(3) Rules: Now we will take a closer look at rules and how to set up the logic for the rules. As default, when you create a new rule set, there will be a sample rule created for you. You can make modifications to this rule to suit your needs, or click Add rule to create a new rule.
For these rules, you can set up the following factors:
- Metric/KPI 1 (Conditional metrics/KPIs): ACoS, clicks, CPC, CR, CTR, impressions, orders, revenue, spend.
- Condition: equal to, greater than, lower than, greater or equal to, lower or equal to.
- Metric/KPI 2 (Conditional metrics/KPIs): clicks, days, impressions, orders, revenue, spend.
- Operation: decrease target bid, increase target bid
- Unit: percentage, currency unit of the marketplace (e.g. EUR for Germany, Italy, etc., GBP for UK, USD for US, etc.)
You can add as many rules as you wish by clicking on Add rule. If you no longer want a rule, click on Delete Rule right under that button. Once the rule set is set up, you can start adding campaign(s)/ad group(s) to the rule set.
How to Run Automation / Add Ad Groups to Rule Sets
Our Sponsored Brands automation works similar to our Sponsored Products automation. In particular,
- All automation is run at an ad group level.
- The first column ‘No Automation’ shows all ad groups that are currently not automated.
- The remaining columns are rule-sets. You can move ad group(s) from the 'No Automation' column by clicking the checkbox to select the desired ad group(s) followed by the Move campaign blue button.
Note that: Ad groups without Target ACoS can be added to rules that work with Target ACoS. However, rules that require Target ACoS will not trigger if there is no Target ACoS added. This may seem obvious, but could be an essential blockage to your success.
How to Enable / Disable Rules within Rule Sets
In Sponsored Brands Automation, there can be several rules within one rule sets. If you want to pause some of those rules when running automation, please click on the # rules (# is the number of rules you set up in that particular rule set) button on the top left of the rule set box. Then you will have the option to click on the ON/OFF button in front of each rule to pause or resume any rule(s) you want.
What if I only want to disable the rule(s) for some of the ad groups/campaigns in that particular rule set?
In the case that you:
- have several rules and campaigns in one particular rule set; AND
- only want to pause some rules for some campaigns and not others.
We recommend that you duplicate the rule set by clicking on the box with a colon and choose Duplicate Rule Set. Once you have this duplicated rule set, you can disable the rule(s) and move the campaign(s) you want to the new rule set by selecting the campaigns and click Move # campaigns.
I have duplicated a rule set but nothing happened. What do I do?
Not to worry! Once this confirmation box has popped up, your rule set has been duplicated. It just has not been updated yet. All you need to do is to refresh your browser, and you should see your new duplicated rule set!
How to Delete Rule Sets
To delete rule sets, please take the following steps:
- Select the ad group(s) within that rule set.
- Choose Move campaign button to remove those ad group(s) from the rule set you want to delete (i.e. to 'No Automation').
- Click the vertical ellipsis button on the top right corner. Note that, if you fail to do step 2, you will not able to delete the rule set and receive this message instead:
Once you have removed all the ad group(s) group from the rule set, you can just click Delete Rule Set.