Automate Keyword Harvesting & Movement
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Keyword Rules allow you to automate the process of transitioning searchterms (or ASINs) from your automatic or manual ad groups to keyword (or product) targets in selected manual ad groups.
Just how powerful and time saving this feature is becomes clearer with a basic understanding for PPC campaign structures. Especially for the purpose of finding new keywords via automatic campaigns, Keyword Rules represent an invaluable must-have for all Amazon sellers.
Furthermore, Keyword Rules offer the option to negative or pause keywords.
These two options were previously available within the Bid Rules section. There they cannot be added to rule-sets anymore, but will continue to work for existing rule-sets.
How to get started:
1. Go to the 'Keyword Rules' tab in the PPC Automate feature:
2. Add Ad Groups the Rule Set
Below you'll see an example rule-set for automatic ad groups with 2 rules.
The first rule to move badly performing keywords to negative, and the second one to let searchterms with minimum 1 order become broad matched keywords.
Click on the top middle button to start adding ad groups to this rule-set:
3. Select all Source Ad Groups for both Rules
In this first step, you can select your source ad groups. These will be the ad groups for which the rules will check whether any searchterms match any of the rules' conditions (eg. if orders => 1) within the set time-frame (just how it works for bid rules).
You can click on the middle icons to select all available (active) ad groups.
Afterwards, continue to select the destination ad groups for each rule.
4. Ad Group Destination Mapping for Rule #1
In this example rule set, the first rule is simply to put searchterms to the negative list of the same ad group, if they are performing badly.
Therefore, you do not have to select any ad group as a destination and can simply move to the next rule further below:
5. Ad Group Destination Mapping for Rule #2
Here you can select to which ad group each searchterm from the second rule (orders => 1) will be moved as a broad keyword.
On the left you have your source ad group and on the right you select the destination ad group. Optionally you can also select a destination product targeting ad group for ASINs that came up in your automatic ad group:
On the left side of your source ad groups, you can optionally also decide to negative exact the same searchterms that will be moved to the new manual ad group, so that the respective searchterms will not be targeted from 2 different ad groups.
Please note: In order to save the mapping, you have to select a destination ad group for each of the source ad groups that were added in step 3.
6. Set Target Bids & Match Types for new Ad Group Destination
After you select a destination ad group for one of your source ad groups, you can set a match type and bid of your choice for the new target in its new ad group:
At the very top you can also bulk edit the bid and match type for all destination ad groups.
Create customized rules that fit your strategies!
Within your Keyword Rule Sets, you can also add rules that consider various other metrics in their conditions. For example, some sellers will also want to move and target keywords that have a high CTR:
If you want to have a searchterm move to multiple destination ad groups, you can create another rule with the same conditions and then set another destination within that rule's setting (step #5).
You can find a best-practice rule-set for keyword rules in this article!
If you haven't already, set up Bid Rules to automatically optimize the bids of all of those harvested and moved targets within their respective ad groups, as well as the default bids of automatic ad groups.
Not feeling confident yet about your Amazon advertising and campaign structuring in particular? This step-by-step Amazon PPC course might be for you then!