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Recommended Goals for Holidays 2023
Recommended Goals for Holidays 2023

Automate customized campaign creation using Perpetua best practices, saving time & levelling up your Amazon strategy

Claudia Vanderholst avatar
Written by Claudia Vanderholst
Updated over a week ago

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🚨 Note: this feature is currently in a CLOSED BETA.

Introduction

December is one of the biggest months in ecommerce as consumers shop deals for themselves and their friends & family. To maximize your performance during this critical time, Perpetua’s Data Science team were then tasked with automating and generating goal recommendations for the following 2 strategies:

  1. Top Selling ASINs Competitor PAT Boost

    1. Competitors are likely launching their own end of year strategies, getting detail page views to their PDPs. Through the Competitor PAT Boost strategy, you can take advantage of the increased traffic on your competitor pages and redirect them to your top products.

  2. Top Selling ASINs Keyword Boost

    1. This strategy is designed to boost the most important keywords on your most important ASINs. By automatically adding a negative phrase match for your brand, you can increase the likelihood to reaching new to brand customers.

With our new Recommended Goals feature, users can accept, modify, ignore campaigns suggested by Perpetua using Amazon best practices + historical performance via Amazon Stream. Recommended campaigns will be new Sponsored Products custom goals.

Creating new campaigns at scale, especially for a temporary time frame can be very time consuming & tedious - making this task the perfect use case for automation 😉. The feature is designed to do the evaluation and ASIN & target selection for you to review. Users can then edit the goal depending on their own strategy (increasing target ACOS & budget for ASINs going on promotion, ASINs with excess inventory + adjusting placement multipliers, adding targets).

How to accept Recommended Goals?

  1. You will see a new tab within Sponsored Products called Recommended Goals Beta, click into the tab to see the recommended goals

  2. Once you're on this screen, you have 2 options:

    1. Edit & Launch: Clicking on Edit & Launch will bring you to the goal creation page where you can edit the goal name, ASIN, target ACOS, budget and targets. For manual keyword campaigns, users can also edit negative keywords, Amazon bidding strategy and placement multipliers

    2. Launch Goal: Clicking on Launch Goal will launch the goal 😊

  3. Once the goal is launched, you can find it in the Goals tab

How have we selected products, targets, negative targets, target ACOS & budget?

  • Top selling ASINs are defined as the top ASINs in the account by attributed sales in the last ~90 days, excluding the BFCM period to normalize the data. This includes Perpetua managed and unmanaged ASINs. Recommended campaigns will be single child ASIN goals.

  • Targets are selected using Amazon Stream data which gives us the ability to match ASIN and target data to provide precise recommendations. The selected keyword targets will be EXACT + PHRASE match only. To keep the campaigns unbranded and therefore targeting incremental sales, the brand name of the ASIN in the campaign will be negative phrase matched. Brand name misspelling(s) and additional negative matches can be added by the user. Campaigns will have a maximum of 50 targets.

  • Target ACOS is calculated using historical ACOS + 1.2x multiplier. Increasing the target ACOS from historical ACOS allows Perpetua's engine to bid more aggressively, thus boosting the targets for your top selling ASINs.

  • Budget is calculated using historical spend + 2x multiplier. December has a higher baseline of ad spend compared to previous months, by doubling historical ad spend to set the campaign budget we hope to give the campaigns ample budget to remain always-on. The minimum budget recommended is $10.

  • Top selling ASINs, targets, target ACOS & budget recommendations are all using data from the last ~90 days, excluding the BFCM period to normalize the data.

Hot Tip 🔥

  • Once the campaign is created, we recommend adding brand misspellings as negative phrase matches to ensure the campaigns are targeting incremental sales. For example, if the brand name is Adidas you can add misspellings like “addas, adidus, etc”.

FAQs

  • How does this impact scheduled changes? Do I need to relaunch strategies for these goals?
    Since these are new goals, if you want these included in a scheduled change, you will need to set up a strategy for these campaigns. The new goals will all include Holidays23 so you can easily search to find these campaigns.

  • I have an hourly bid multiplier schedule set up for my goals, can I apply the schedule to these new goals?
    Yes. You can go to the Stream tab > Bid Multiplier Schedules > find the right schedule > click on Apply to Goals on the top right > select the campaigns.

  • I have same products & targets in other goals, how does it impact them?
    Yes, these new campaigns will likely have ASIN and target overlap with existing campaigns. You will not compete against yourself/increase CPCs as the campaigns are in the same advertising account. Impressions will be distributed across campaigns depending on how competitive the bids are. Since there is overlap between the new holiday campaigns and evergreen campaigns, we recommend reviewing performance at the ASIN or account level rather than on a campaign level.

  • Should I turn off the campaigns after the holiday season?
    The campaigns created will not have an end date - if you want to turn them off post holiday season, then you can pause or delete the goals to stop them from running. Alternatively you can leave the campaigns on if they have good performance. Up to you!

  • When will the campaign(s) get launched?

    Once the recommendation is accepted, the campaign will be created right away.

  • When is the last day I can set up the Recommended Goals for Last Minute Shoppers?

    You can accept the recommendation up until December 23rd.

  • Can I edit the goal before launching the goals?

    Yes, you can edit the goal before launch. Campaigns can also always be edited after they’re launched.

  • How can I tell which campaigns are apart of this recommendation?

    All of the recommended goals will include Holidays23 in the goal title

  • Is this available for vendor accounts?

    Yes, this feature is available for both seller and vendor accounts.

TLDR

Easily get customized recommended goals based on Amazon best practices to take advantage of December holiday shopping season. Recommended goals are based on individual historical account performance using strategies to boost top selling ASINs.

Article last updated December 2023. If you find this information to be out of date, please contact hello@perpetua.io.

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