You have a few levers when working with auto campaigns

  • Negative keywords - This is the most powerful tool for auto campaigns. Use Prestozon's Negative Keyword Wizard to let us do the work for you, or use the Search Term Explorer to find search terms that are costing you money.
    • Set the date range to the last 90 days
    • Set the campaign filter to the auto campaign you want to work on
    • Set filters in the table for "Spend > $10" or "Clicks > 20" (or whatever thresholds you want) and "Sales = 0"
    • Click the "Neg" button or the lightning bolt button to make these search terms negative
  • Default bid - Each ad group has a default bid. If you're not getting a lot of exposure, try increasing the bid. If you're above your target ACoS, try decreasing the bid.
  • Budget - If you've optimized your negatives and bids, move your budget up and down depending on your performance. 
    • Move a bit at a time. Sometimes performance changes with broader exposure. A campaign that had a 30% ACOS with a $20 budget might have a 50% ACOS with a $60 budget. 
  • ASINs - Unfortunately you can't do much about exposure to ASIN detail pages. Amazon doesn't let you negative them, but you can try negating the brand name of the ASIN.

If you're following our recommendations of starting an exact keyword in a manual campaign for each search term that gets a sale and making that keyword negative in the auto campaign, you should expect your auto campaign's performance to decrease over time. It's important to keep an eye on performance and decrease the bid and budget as performance decreases.