The campaign that prints money - and how to not screw it up
Summary
TLDRThe 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
🚀 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.
📈 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.
🎵 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.
Mindmap
Keywords
💡Campaign Setup
💡Amazon Advertising
💡Catch-all Auto
💡Cost per Click (CPC)
💡Dynamic Bids
💡Budget
💡Product Line
💡Negative Keywords
💡Optimization
💡Bid Caps
💡Screenshot Worthy Results
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]
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