The campaign that prints money - and how to not screw it up

Summary

The video script discusses a controversial yet effective Amazon advertising strategy known as a 'catch-all Auto' campaign. This approach involves placing an entire product line into a single automatic campaign, which defies conventional wisdom but has been proven to yield impressive results. The strategy focuses on highly profitable sales rather than clean data or ranking benefits. The key to success with this method is to start with a low daily budget and keep bids very low, typically around 35 cents, which should be relative to the account's average cost per click. The campaign is set with dynamic bids down only, without adjusting placements or adding negative keywords. The speaker warns against the temptation to increase bids, which could lead to poor long-term outcomes. Instead, a fail-safe mechanism should be in place to prevent bid scaling beyond a certain point. The campaign works best with larger accounts and product lines, and careful management is crucial to maintain profitability.

Takeaways

• 🚀 **Catch-all Auto Campaign**: A strategy where an entire product line is put into an automatic campaign on Amazon, which can yield phenomenal results despite going against conventional practices.
• 🎯 **Budget Scaling**: Start with a limited budget (e.g., $50 or $100 a day) and scale up if the campaign performs well, driving sales at a profitable cost.
• 🛒 **Product Line Inclusion**: Include all product lines in the campaign without worrying about grouping them in a conventional manner.
• 📈 **Performance Focus**: The primary goal is highly profitable sales, not necessarily clean data or additional benefits like search term retargeting.
• 🔍 **Data Clarity**: Recognize that data from such campaigns will not be clean, making it time-consuming to extract useful insights.
• 💡 **Bid Strategy**: Keep bids low, with an example starting point of 35 cents, which should be relative to the average cost per click (CPC) in your account.
• 📉 **Bid Optimization**: Only optimize bids downwards if necessary, to maintain the campaign's performance without increasing costs.
• 🚫 **Avoid Bid Increases**: Resist the temptation to increase bids, even if initial results are excellent, as this can lead to negative long-term outcomes.
• 🔗 **Placement Strategy**: Utilize dynamic bids down only and avoid tweaking placements to maintain a 'set it and forget it' approach.
• ⛔ **No Negative Keywords**: With low bids, there's less need for extensive negative keyword management, as the bids naturally limit irrelevant traffic.
• 📊 **Account Size Benefits**: Larger accounts with more products tend to benefit more from this strategy, as it can lead to better overall performance.

Q & A

What is the term used to describe the Amazon advertising strategy where an entire product line is put into an automatic campaign?

The term used for this strategy is 'catch-all Auto'.

What is the primary goal of setting up a catch-all Auto campaign?

The primary goal is to achieve highly profitable ad sales with a lean, low-budget strategy.

Why is it not recommended to increase the bids in a catch-all Auto campaign?

Increasing the bids can lead to a change in the campaign's strategy, potentially causing it to spin out of control and not yield the desired results.

What is the recommended starting budget for a catch-all Auto campaign?

It is suggested to start with a budget of at least $50 or $100 a day to ensure the campaign performs well.

Why is it advised to keep bids low in a catch-all Auto campaign?

Keeping bids low allows Amazon to find good placements across the entire product line without incurring high costs.

What is the recommended bidding strategy for a catch-all Auto campaign?

Dynamic bids down only is recommended, with a default low bid starting at around 35 cents, adjusted according to the average cost per click in the account.

Why is it not necessary to add negative keywords in a catch-all Auto campaign?

With low bids, the campaign is less likely to trigger irrelevant searches, reducing the need for extensive negative keyword management.

What is the potential downside of scaling up bids in a catch-all Auto campaign?

Scaling up bids can lead to higher costs and potentially poor performance, deviating from the campaign's intended low-cost, high-profit strategy.

How does the catch-all Auto campaign differ from a ranking campaign?

A catch-all Auto campaign focuses on profitable sales rather than driving ranking improvements for products.

What is the general advice for managing bids in a catch-all Auto campaign?

It is advised to manage bids at a campaign level, with a focus on not increasing bids and possibly implementing bid caps as a fail-safe.

What is the impact of having a larger product line on a catch-all Auto campaign?

A larger product line can improve the performance of a catch-all Auto campaign, as it provides more opportunities for profitable placements.

How does the catch-all Auto campaign strategy compare to conventional Amazon advertising practices?

It goes against conventional practices by grouping entire product lines in one campaign, which is typically not recommended due to the complexity of data analysis.

Outlines

00:00

🚀 Introduction to Catch-All Auto Campaigns

The video begins with an introduction to a controversial Amazon advertising strategy known as 'catch-all auto', which involves placing an entire product line into an automatic campaign. Despite going against conventional wisdom, this method is claimed to yield remarkable results. The speaker intends to demonstrate how to set up this campaign, share the results, and discuss common pitfalls to avoid when scaling such campaigns. An example of successful results with a low cost per acquisition (a cost) is shown, and the speaker emphasizes the importance of careful management to prevent long-term issues.

05:02

📈 Setting Up and Optimizing the Catch-All Auto Campaign

The speaker details the process of setting up a catch-all auto campaign, which includes adding the entire product line to a single campaign and scaling the budget as results are profitable. The campaign is not intended for ranking but for driving highly profitable sales. The speaker advises against expecting clean data from this approach and recommends starting with a low daily budget to ensure the campaign performs well. The strategy involves using dynamic bids with a low starting bid, which is adjusted based on the average cost per click (CPC) of the account. The speaker also cautions against increasing bids, which could lead to poor long-term performance, and suggests using optimization software or manual checks to maintain bid caps. The effectiveness of the campaign is said to improve with a larger product line, and the speaker concludes with an invitation for viewers to ask questions if they have any.

10:06

🎵 Closing and Music

The final paragraph of the script is simply a musical interlude, indicated by the [Music] tag, which likely serves as a closing segment for the video.

Keywords

💡Campaign Setup

Campaign Setup refers to the process of configuring and launching an advertising campaign, tailored to achieve specific marketing goals. In the video, the speaker discusses a particular campaign setup that is unconventional but yields excellent results. It involves using an 'automatic campaign' with an entire product line, which is against standard practices but is shown to be effective in the context of Amazon advertising.

💡Amazon Advertising

Amazon Advertising is the process of promoting products or brands on the Amazon platform through various advertising services. The video focuses on a specific strategy within Amazon's advertising ecosystem, highlighting how to achieve high profitability through a unique campaign setup.

💡Catch-all Auto

Catch-all Auto is a term used in the video to describe an automatic campaign that includes an entire product line. This approach is unconventional as it typically goes against recommended practices of segmenting campaigns by product type or category. However, the video argues that this method can lead to 'screenshot-worthy' results when managed correctly.

💡Cost per Click (CPC)

Cost per Click (CPC) is the amount an advertiser pays each time a user clicks on their advertisement. It is a key metric in online advertising, reflecting the efficiency of an ad campaign. In the context of the video, the speaker emphasizes the importance of keeping CPC low to ensure profitability, which is central to the campaign's success.

💡Dynamic Bids

Dynamic Bids is a feature in Amazon's advertising platform that automatically adjusts the bid amount for each click based on the likelihood of a conversion. The video mentions using 'Dynamic bids down only,' which means the bid decreases as the likelihood of a conversion decreases, aiming to optimize ad spend.

💡Budget

Budget in the context of advertising refers to the total amount of money allocated for an advertising campaign. The video discusses starting with a small daily budget to ensure the campaign's performance meets expectations before scaling up. It is a crucial aspect of managing costs and returns on investment.

💡Product Line

A Product Line refers to a group of products that are closely related and满足 the same consumer needs or are sold through the same distribution channels. In the video, the speaker talks about including the entire product line in a single campaign, which is the core of the 'catch-all Auto' strategy.

💡Negative Keywords

Negative Keywords are words or phrases that an advertiser chooses to exclude from their advertising campaigns to avoid irrelevant clicks and to focus the ad's targeting. The video suggests that with low bids, the need for extensive negative keyword optimization is reduced, as the low bids naturally filter out less relevant traffic.

💡Optimization

Optimization in the context of advertising involves making adjustments to improve the performance of a campaign. The video discusses optimizing bids to achieve better cost-effectiveness without increasing the bids, which could alter the campaign's strategy and potentially lead to decreased performance.

💡Bid Caps

Bid Caps are limits set on the maximum amount an advertiser is willing to pay per click. The video mentions the importance of setting bid caps as a fail-safe mechanism to prevent aggressive scaling of bids, which could lead to a loss of control over campaign costs and potentially lower profitability.

💡Screenshot Worthy Results

Screenshot Worthy Results is a colloquial term used to describe exceptionally good outcomes or results that are impressive enough to be captured as a screenshot and shared. In the video, it is used to describe the highly profitable sales achieved through the unconventional campaign setup, which are so remarkable that they are worth sharing as proof of success.

Highlights

A campaign setup that defies conventional wisdom in Amazon advertising is discussed, which involves using a catch-all automatic campaign with an entire product line.

The campaign has been proven to yield phenomenal results, with screenshots as evidence, despite going against recommended practices.

The strategy focuses on highly profitable sales rather than clean data or ranking benefits, which are not the primary goals.

The campaign setup involves starting with a low daily budget, such as $50 or $100, to ensure performance and make minor tweaks if necessary.

Dynamic bids down only are used for the campaign, with no adjustments to top of search placements or product page percentages.

Bids are kept very low, with a default low bid of 35 cents, although this can be adjusted based on the average cost per click in the account.

The campaign is set up to be a 'set it and forget it' approach, with minimal need for adding negative keywords due to the low bids.

Optimization is done primarily at the bid level, rather than on individual products within the campaign.

The campaign can work well with larger accounts and product lines, but may not be as effective with a single product.

There is a common pitfall of increasing bids to scale results, which can lead to negative long-term consequences and is advised against.

A fail-safe mechanism, such as bid caps or optimization software, is recommended to prevent aggressive bid scaling.

The campaign's success is attributed to its simplicity and the strategy of maintaining low bids, which is key to its profitability.

The bigger the account and the more products included, the better the campaign tends to perform, making it scalable as the product line grows.

The presenter warns against the temptation to increase bids for better performance, emphasizing the importance of keeping the strategy lean.

The campaign is described as a catch-all Auto, which is a single automatic campaign running per account.

The lifetime view of the campaign shows a cost per acquisition (a cost) well below the target, indicating a successful and profitable strategy.

The last 30-day view of the campaign demonstrates even better results, with an a cost that is significantly lower than the target.

Transcripts

what's a campaign setup that goes

against every good practice out there

and Amazon advertising but it works

every single time in every single

account and will get you phenomenal

screenshot worthy results let's dig into

it

[Music]

through and we break down the strategies

behind the screenshot so I'm sure you've

been scrolling through social media

multiple times and seeing everyone's

like hey look at these results I'm

getting what we want to do is we want to

show you what we're doing and how you

can get those results and replicate them

in your account cool so today we are

going to be going over a classic it is

one you've probably seen in a whole lot

of screenshots and raved about on all

the social media channels and that's

something that we at jungler call a

catch-all up basically it is your entire

product line dumped into an automatic

campaign but what I want to go through

today is to show you some of the results

you can get show you how you can set it

up for your account and then I also

really want to break down a common

Pitfall when it comes to this types of

campaign because the results are going

to be phenomenal you're going to want to

try and scale those results and that

oftentimes can lead to some really bad

things happening in the long run so I

want to show you how you can manage this

so you don't end up having things spin

out of control so here we are inside of

this beautiful screenshot worthy

lifetime view of this catch-all Auto

this is in one of our actual accounts

and this is of course lifetime view so

you can see like 14 a cost our a cost

Target for this particular account is 25

so you could say we're running well

below our Target a cost here another

screenshot where the last 30 day view

great even better a cost now the let's

break down the behind the scenes footage

of the actual how we set this up and

then again I'm going to go over some

common pitfalls that can happen when

managing this type of account

all right so how we actually set this up

I'm going to go into the actual

campaigns that appears say we call it

catch-all Autos we typically have one of

these running per account you could do

like a catch all auto like 2.0 we've

done those where we might run a couple

of these at tandem if one of them starts

to maybe not work as well

um but overall it's basically you take

your in all of your product lines you're

gonna go you're gonna set up an auto

and then when it comes to adding your

products and I'm not actually going to

go to inside the auto group and the

product because you're going to see all

the client products which not something

I'm about to sharing client data but

you'll want to just take your entire

product line and dump it into this

campaign you can set a more limited

budget this one has been working

phenomenally and so we're just

continuously scaling up the budget

because again if it's working if it's

driving results if it's driving sales at

phenomenal a cost we're super profitable

on this makes sense for us to allocate

more ad budget to it now this is not a

repeat not going to be a ranking

campaign maybe you'll get some residual

ranking juice off of this this that's

not the strategy here the strategy here

is very highly profitable sales that's

all we're going for here you are not

really going to get good clean data off

of this so again I said this goes off

every conventional practice out there

it's not a good idea to group entire

product lines inside of any campaign

whatsoever ever the reason is when you

go through to pull that that data is not

going to be clean it's going to be a

mess so maybe you could get some

additional Search terms to retarget in

your ads from these campaigns but the

amount of effort and time spent to pull

out and peace out and really understand

that data is going to be very time

consuming so our goal is not even really

to data scrape here because again the

data is not super clean it is to get

highly profitable ad sales that's it end

of stories if you think you're going to

get like a whole bunch of extra residual

benefits no so for that reason I think

it's a good idea to start these a lot of

times we'll start them these at least 50

or 100 a day budgets just to make sure

that things are hunky-dory and that it

performs is actually what we want

sometimes you need to go through and

make some minor tweaks to this so that's

all for Budget campaign strategy we use

Dynamic bids down only and you can see

that there's no top of search placements

no product

um page percentages I don't really

recommend and tweaking placements on

this I would keep it at the dynamic down

only for this is a set it and pretty

much forget it now there are a couple

things that you might want to go through

as far as optimization goes so I'll go

over these in a second but this is the

most important piece to setting up this

ad type is to keep the bids very low

okay

that is the main thing really driving

this so Amazon's basically going to go

through if you know how automatic

campaigns work they go through and they

look at your entire product line in this

case because again we have all of the

products contained in here and they say

hey we think you should show up on these

placements you'll get Aces you'll get

additional keywords Etc throwing them up

all over the place and so you can get a

lot of good placements out of this but

again you want to keep the bids low that

is the best strategy that is the going

for strategy our default low bid we

often put on these is say 35 cents now

this is going to be very relevant to

your account so if you have an account

um if you do awesome congrats you're in

a phenomenal category right now because

cost per clicks are going through the

roof but if you are in a category that

say like your average cost per click in

your account and how I would look at

that if you have ads running I would

just go into your account I would look

at maybe say last 30 days and hey what's

my average cost per click that'll give

you an idea of the average cost per

click across your entire account and I

would base my low bids off of it so low

needs to be relevant to your account

again 35 cents is a good rule of thumb

but if you have an average cost per

click that is close to 35 cents or maybe

your average cost per click is 35 cents

then a 35 bid is not going to be low

relative to your account

in this case low bids work you can also

maybe go off of the recommended bids and

maybe do it at the low end but again if

you have like your normal

average account you're getting close to

a dollar cost per clicks 35 cents throw

it in there good uh maybe even go down

to 25 cents now we have optimized some

of these bids so there will be sometimes

well you'll throw it up there without

type of bid and the performance just

won't be again the screen shock worthy a

cost that it is that you're looking for

and in those cases it makes sense to

optimize down so that is how you are

going to set this up and just put all of

the targeting in here for the most part

we find that we don't really even have

to go through and add negative keywords

too much because our bids are so low

that it just makes sense and we don't

really optimize the products that are

contained within the campaign we just

manage things at a bid level

now I do want to leave you with one last

Pro tip and remember I said that you are

going to

you're gonna have you're gonna want to

do something and it's gonna shoot you in

the foot in the long run and it's not

something I want you to do and that is

increase these bids don't do it you're

gonna be super tempted there are times

where we have launched these campaigns

and I'm talking like five percent a cost

we've had times where it's sub five

percent a cost depending on again the

products and the product groups and how

things convert like you can see some

really phenomenal results with this

campaign setup and what the Temptation

is going to be is you're going to go in

there and you're going to say oh my

goodness five

maybe I'm only at 35 cents what if I

just bumped at 40 45

just a little bit let's get some more

and that is a very tricky road to God

down trust me I have seen accounts where

that's happened someone's just going

through routine bit adjustments and a

good routine bit adjustment is okay this

thing's performing well let me put a

little bit higher bid on it so you want

to put some sort of Fail-Safe in either

your optimization software or note to

your team or for us again we have a way

that we can put like bid caps on

specific campaigns targets Etc that we

want to make sure that we are tightly

managing and so that's what we do in

this case and so we go through and we

say hey I don't ever want to scale bids

past this now as I showed it's not a bad

idea if you were getting poor

performance to go and optimize down what

I would not do is go and optimize the

bids up you want to keep it at that 35

cents

depending on your product line how many

products you have in here it is possible

that you won't really get many to any

Impressions on this and that is fine

again you don't want to aggressively

scale the bids because that's going to

completely change the strategy that

you're using here that's not what we're

looking to do we're looking to keep the

strategy lean low bids and honestly the

bigger your account the more products

you have the larger your product line

honestly most times the better this type

of campaign works if you only have a

single product it may or may not work

treat it as a little bit Auto but as you

gain more products and as you launch

more products you can start adding those

products into your kind of catch-all

Auto campaign and you should see really

good performance out of that so again

hopefully that was really helpful if you

have any questions on this feel free to

leave them down below but hopefully now

you have an idea of how you could get a

screenshot worthy catch-all Auto running

in your account today

[Music]

thank you guys

[Music]