Mastering Adtomic’s Ad Manager: A Comprehensive Overview
If you’re looking to optimize your Amazon advertising campaigns using Helium 10’s Adtomic, understanding how the Ad Manager works is essential. The Ad Manager provides a clear overview of your campaigns, bid strategies, and optimization tools, allowing you to take control and fine-tune your ads. Here’s a detailed guide on the functionality available in Adtomic’s Ad Manager and how to make the most of it.
What is the Ad Manager?
The Ad Manager in Adtomic is similar to the campaign section in Amazon’s Advertising Console within Seller Central. It provides access to all campaign data in one place, including ad groups, keywords, search terms, negative keywords, and product targets. Its features allow you to filter, edit, and optimize campaigns quickly and efficiently.
Navigating Campaign Data
Search and Filter Campaigns
- Search Bar: Easily find campaigns by searching for specific terms in their names (e.g., searching for “egg” will return all campaigns with that keyword in their title).
- Status Management: Change the status of campaigns between enabled, paused, or archived by selecting the appropriate button next to the date range.
- Sorting Data: Sort campaigns by metrics such as spend, sales, or ACOS to quickly identify high- or low-performing campaigns.
Drilling Down into Campaign and Ad Group Data
1. Campaign Level Data: Click on any campaign to view its performance metrics, including ad groups, search terms, negative keywords, and product targets.
2. Ad Group Level Data: From the campaign view, you can further dive into individual ad groups to:
- Identify poor-performing keywords and either pause or archive them.
- Review search terms to make optimizations manually if needed.
Optimizing Search Terms
- Copy to Clipboard: If you find a search term with a great ACOS or high conversion rate, save it for future use by adding it to the clipboard.
- Move Search Terms: Move search terms to another campaign to consolidate performance.
- Add Negative Keywords: Do you have poor-performing keywords or high-spend terms with no conversions? Use the negative match option to prevent them from draining your budget.
Making Campaign Adjustments
- Daily Budgets: Modify the daily budget for each campaign directly from the Ad Manager.
- Add/Remove Columns: Use the column selection tool to customize your data view by adding or hiding specific columns.
- Export Campaign Data: Export your campaign data for external analysis or reporting via email.
Using Bid Algorithms for Optimization
Adtomic provides dynamic bid suggestions through its bid algorithms. Here’s how to manage and modify those suggestions:
1. Adjust Target ACOS:
- Campaigns are often set to a default target ACOS (e.g., 30%). You can edit these targets by clicking the Edit button.
- Adjusting target ACOS helps focus on profitability, ensuring ad spend aligns with your sales goals.
2. Switching Bid Algorithms:
Adtomic offers multiple bid strategies:
- Target ACOS: Optimizes campaigns for a desired ACOS.
- Max Impressions: Focuses on visibility—great for new product launches.
- Max Orders: Prioritizes conversions—useful for liquidation campaigns to move stock.
Pro Tip: Use the Max Impressions strategy to generate awareness for new products, while Max Orders is ideal for clearing out excess inventory.
Optimizing with Rules for Keywords and ASINs
The rules section allows Adtomic to automate keyword and ASIN management by identifying high and low-performing search terms.
- Positive Keywords: Convert high-performing search terms into keywords for ongoing campaigns.
- Negative Keywords and ASINs: Identify search terms and ASINs that perform poorly and add them as negative keywords to block future ad spend on them.
Note: Use product targeting campaigns to focus on ASINs that convert well and negative ASINs to block products that drain the budget with no return.
Automation and Suggestions
While Adtomic provides automated suggestions for bid adjustments and keyword management, it’s recommended that you review the suggestions manually before enabling full automation.
- Automation Settings: Decide whether to automate keyword and bid suggestions for each campaign.
- Preview Changes: Before turning on automation, evaluate how Adtomic’s suggestions align with your advertising goals.
When to Use Different Bid Algorithms
- Target ACOS: Best for campaigns focused on achieving a specific profitability target.
- Max Impressions: Ideal for brand-new products or campaigns aimed at increasing visibility.
- Max Orders: Useful for clearing inventory or boosting conversions by focusing solely on orders.
Final Thoughts
The Ad Manager in Adtomic provides all the tools you need to monitor and optimize your Amazon PPC campaigns in one place. From search term management to bid algorithms and rules, it allows you to fine-tune every aspect of your campaigns.
Take advantage of the filtering and sorting features, adjust bid algorithms to fit your goals, and manually review suggestions before automating processes. With the right strategy and regular optimizations, you can improve your campaigns, reduce wasted ad spend, and increase profitability.
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