Knowledge Base

Keywords

The Keywords section shows info for each Keyword, and allows you to adjust the bid.

If no bid is set, the keyword will take on the default bid of the Ad Group.

You can tell whether a keyword bid is custom, or if it is using the default bid, by looking to see whether it is grayed out.

As with Ad Groups, you can view historical changes to the Bids:

 

Custom Views & Columns

Select Columns, set and save custom Views for Keywords the same as in the other sections.

 

TACOS

As with Campaigns, this is what you would like your ACoS (Advertising Cost of Sales) to get to.

Starting off you may want to have this be your Profit Margin %, which would mean you're aiming to break even on your ads (spending all profit on advertising).

If your Target ACoS was less than your Profit Margin, you’re aiming to make a profit on your Ads.

If your Target ACoS is set above your Profit Margin, this would mean you’re aiming to be aggressive and spend any profit and more for ranking purposes.

If you've set TACOS to be the same as what you know to be your profit margin on the product, the TACOS Gain/Loss column will show the approximate profit or loss on this on this Campaign/AdGroup/Keyword.

Using the “Columns” button, choose the TACOS column for the Performance section, then select TACOS Gain/Loss for the desired AS (Attributed Sales) section.

 

Automated Bidding

Automated Bidding for Keywords can be toggled on if you've set a value for your TACOS (Target ACoS).  See the section on setting TACOS.

If you've set a value for Target ACoS, the MBS system is able to automatically adjust your bid on selected Keywords. 

Toggle On/Off Automated Bidding for desired Keywords.  Here's one toggled On:

When On, keyword bidding changes will be done daily (as needed) to get ACOS close to the Target ACOS value.

The MBS system does this by looking at the 7-Day ACOS for the 14-day period that ended 3 days ago, then adjusting the bid by comparing TACOS to ACOS.

If ACOS is more than 5% higher or lower than TACOS, the bid is adjusted.

If ACOS is higher than TACOS, the system lowers the bid by 5%.

If ACOS is lower than TACOS, the system raises the bid by 5%.

Once again, in order for Automated Bidding to occur, a value must be set for TACOS, and the Automated Bidding for the selected Keyword(s) must be ON:

 

Scheduling

You're able to schedule Keywords in order to save on bids, or to boost bids during peak hours.

For each Keyword, you'll see a Scheduling icon:

Click the icon to schedule that keyword.

Make your selections:

  1. Select your time slots.  Time slots during which that Keyword will be paused (no bids) are marked blue.  Time slots during which the bid will be boosted are marked yellow.
  2. Select whether to Pause or Boost during the selected slot.
  3. For Boosts set the amount, percentage or a precise amount.

NOTE: Times are in Eastern Standard Time (EST)

For the Boost time slots, select whether you will boost by Percentage, Amount or Precise Amount:

Amount will add the specified dollar amount to the current bid.  Precise Amount will change the bid to the indicated amount.

When any scheduling parameters have been set for a Keyword, the scheduling icon turns blue:

 

Summary

Amazon Sponsored Products Advertising Campaigns (also known as ASP, Amazon PPC or Amazon Pay-Per-Click) can be managed from inside your Amazon Seller Central account … but this can be a cumbersome process and it is easy to get overwhelmed by the amount of data there.

Using the MBS Ads Manager will help you lower your ACoS, manage campaigns across multiple markets, set targets, optimize and automate keyword bids and more.

Stay tuned for updates as we continue to add to this robust new tool.