Page 104 - Book Funnels & Amazon Ads
P. 104
BOOK FUNNELS & AMAZON ADS
Decreasing Funding
If it’s costing you more than it’s bringing in, same as before, we’ll first switch it over to a Down Only bidding strategy and test it there for 30+ days.
Next we can decrease the default of the whole campaign by following the same steps as increasing the bid but entering in a lower bid instead.
Increase Conversion Rate (Click Quality)
Our focus for Category campaigns will not be to turn things off per se,
but to lower bids instead. This is the only campaign where I find it toler-
able to adjust bids. This is due to the fact that categories are finite, unlike
the near infinite keyword and ASIN targets.
If a category racks up 20 clicks with no orders, we’ll lower that category
down to 3¢ instead of shutting it off. This is because there are always new
books entering the Amazon marketplace and you might have the chance
to get some super cheap clicks for ASINs that Amazon has deemed you
relevant.
As with the ASIN campaign, if your Category campaign begins to
spend money out of the blue without sales to back it up, you can switch
this campaign to a Down Only bidding strategy too. This will happen from
time to time.
You now know how to steer your ASIN and Category campaigns. We’ll
now shift to quickly analyzing and adjusting your Auto campaigns.
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