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Why are Keywords Paused in my Sponsored Brands Goals?
Why are Keywords Paused in my Sponsored Brands Goals?

Why are some of my phrase and broad match keywords paused within my Sponsored Brands and Sponsored Brands video campaigns?

Written by Claire Lee
Updated over a week ago

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SB Keywords Pausing

Typically, for any poor-performing targets within your campaigns, our ad engine will automatically begin to lower bids to the minimum bid required by Amazon in order to stop spending on that target and drive efficiency.

However, with Amazon's recent increase in the minimum bid for Sponsored Brands Video campaigns, we found that simply lowering the bid to this higher minimum could still lead to suboptimal ACoS levels.

Therefore, in order to adapt to this new change in Amazon and ensure your campaigns are optimised as efficiently as possible, we've released automatic keyword pausing in our ad engine specifically for Sponsored Brands Product Collection and Sponsored Brands video Goals.

This prevents our ad engine from bidding on poor-performing keywords by temporarily pausing keywords if their calculated bid is lower than the minimum bid that Amazon accepts for that product type and region. In most regions, the minimum bid for a product collection campaign and a Sponsored Brands video campaign is $0.10 and $0.25 respectively.

For more information on Sponsored Brand's minimum bids on Amazon, refer to this article.

Important Things to Note

  • Only PHRASE and BROAD match keywords will be eligible for pausing. We will not automatically pause any EXACT match keywords.

  • Poor-performing keywords will only be temporarily paused and will become unpaused if the bid becomes favourable again (if the calculated bid becomes higher than the minimum bid from Amazon).

  • You can increase the Target ACoS on the goal OR apply a bid adjustment on the specific keyword to increase its bid and unpause it.

  • Unlike the keywords that you've manually paused yourself within Perpetua, these automatically-paused keywords will still display as "optimizing" or "Advertised by Perpetua" within your dashboard but will be paused in Seller Central/AMS.

  • This functionality is currently only available for SBv3 campaigns, it does not apply to SBv4 campaigns.

    Article last updated February 2024. If you find this information to be out of date, please contact

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