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Introduction
Keyword Boost is a useful feature that combines Human Logic + AI interaction to strategically experiment with Perpetua's Ad Engine. This feature will help you to dominate top-of-search, own flagship category keywords, and climb Organic Rank.
All the experiments can be adjusted on the dedicated "Experiments" tab, where you can change the bid, adjust the duration, or stop the experiment.
This feature is used to prioritize and bring more attention to selected keywords by launching them into a separate campaign with a dedicated ACoS target and budget, while simultaneously applying a Top of Search multiplier, allowing the engine to direct more ad spend towards the top ad placements on Amazon.
Why Should I Use Keyword Boosts?
🌟 Win top-of-search.
🌟Prevent the loss of Organic Rank.
🌟Invest for a higher Organic Rank by dominating your flagship category keywords.
🌟Strategy for launching a new product.
Best Practices
We recommend using EXACT match only so that you know exactly what you're increasing bids on.
We recommend boosting high-volume unbranded search terms as climbing organic rank on these terms will have the biggest impact on your Total Sales.
Keyword boosts are not considered branded or unbranded, another reason why exact match keywords are recommended is so that you don't inadvertently boost branded terms.
Factors to Consider
Supports any keyword match type (Broad, Phrase and Exact). Review our "Best Practices" for more insights).
PAT and Category targets can't be selected for a Keyword Boost launch.
Keyword Harvesting is not performed.
A Bid Placement Multiplier can't be applied to a KWB campaign.
Keyword Boost can't be set up in a Custom Goal.
When a Keyword Boost is launched, the keyword will be temporarily archived in its original manual campaign for the duration of the boost.
If the keyword is removed from the boost or if the Keyword Boost campaign is deleted, the keyword will be restored to its original manual campaign.Negative matched terms added at the goal level will automatically apply to the ad groups within the related KWB campaign. Similarly, removing negative keywords from the goal will also remove them from the ad groups in the KWB campaign.
If a term within the keyword you want to boost is negative matched in the goal, you will receive the error "Failure Creating Keyword Boost." To resolve this, remove the negative match and relaunch the KWB campaign.
Example:
Negative match term: "Coffee"
Boosted keyword: "Coffee Beans"
To successfully launch your KWB campaign, remove "Coffee" from the negative match list to prevent this error.
Keyword Boost Setup
1️⃣ Go to the "Sponsored Products" tab and access the Goal where the keyword you wish to boost belongs.
2️⃣ From the "Targets" tab, select one (or multiple) keywords by ticking the box on the left-hand side of the keyword.
🚨Note🚨
Remember that only one keyword (Exact Match Type) is supported if you wish to apply the "Maximize Top of Search" Optimization Objective.
Boosting ASIN targets is currently unavailable.
3️⃣ Now that you selected the keywords, click on the ⏫ icon to launch your KWB Campaign.
4️⃣ The following modal will show up. Start by entering the name of your KWB Campaign.
5️⃣ Select your "Optimization Objective"
Determine whether the "Target ACoS Compliance" (default setting) or "Maximize Top of Search" will be the KPI that is prioritized with your keyword boost.
If Target ACoS Compliance is selected, Perpetua will isolate strategic keywords you choose into their own campaign with a dedicated target ACoS, budget, and Top of Search multiplier.
If Maximize Top of Search is selected, Perpetua will isolate a single keyword to reach Top of Search (TOS) placements. Optimal bids will be determined and applied using a multiplier until TOS is achieved. Once that's done, bids will be reduced to maintain TOS at the lowest cost possible.
🚨Note:Only available to Perpetua users on Pro on Enterprise plans.
You only set a daily budget with this setting and cannot apply the boost to more than one keyword. Please find out more information about Top-of-Search and the Optimizer by reading this other helpful article. 🚨
6️⃣ Setting Daily Budgets
While setting the daily budget, we recommend taking the keyword's daily average over the last 30 days and doubling it.
7️⃣ Setting Target ACoS
While setting the target ACoS for the Keyword Boost, we recommend reviewing the last 30 days performance for the search term(s) you've selected and then adding 50%-100% relative percentage points (ex: 40% -> 60% or 40% -> 80%).
🚨Note🚨
This will only be configured if you select the Target ACoS Compliance Objective option.
8️⃣ Top-of-Search Multiplier:
Auto: Our engine will determine the percentage to most optimally hit the ACoS Target set for the Keyword Boost.
50% Multiplier: You want to increase investment in Top of Search placements more than you currently are, but do not want to drastically reduce spend on other placements.
100% Multiplier: You want to funnel a majority of your spend to Top-of-Search, while still maintaining a small amount of spend on other placements.
200% Multiplier: You want to invest a lot, if not all of your budget into Top of Search placement while spending little to none on other placements.
🚨Note: this will only be configured if you select the Target ACoS Compliance Objective option.🚨
9️⃣ Once all of your details are entered, give your keyword boost a name and press "Boost Keywords" to launch it.
Other Related Resources
For more information on Keyword Boosts, review more Help Centre articles and the videos below from our Perpetua Ad School.
Please don't hesitate to reach out to your Data Strategist or our Live Chat Support Team if you have any questions.
Article last updated August 2024. If you find this information to be out of date, please contact hello@perpetua.io