Introduction

Some products on Amazon are seasonal - for example snow boots, bathing suits, flowers or Valentine's Day decor ❤️. To maximize your performance for the month of February, Perpetua’s Data Science team analyzed Amazon average Best Seller Rankings month over month and found categories on Amazon that perform better during February. Based on this, we mapped those category's to ASINs you sell to recommend a new custom PAT and Keyword campaign:

PAT
1. As products come into season, their impressions & PDP detail page views are increasing. Through the PAT Boost strategy, you can take advantage of the increased traffic and redirect them to your top products.
Keyword
1. This strategy is designed to boost the most important keywords on your most important ASINs.

With our new Recommended Goals feature, users can accept, modify, ignore campaigns suggested by Perpetua using Amazon best practices + historical performance. 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?

You will see a new tab within Sponsored Products called Recommended Goals Beta, click into the tab to see the recommended goals
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 😊
Once the goal is launched, you can find it in the Goals tab

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

ASINs recommended in the goals are products that belong to a subcategory on Amazon that saw an increase in average BSR in the month of February 2023. 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. We’ve developed an internal “spend weighted attribution” logic, crafted by our Data Science team, to select targets where Stream access isn’t available. The selected keyword targets will be EXACT + PHRASE match only. Campaigns will have a maximum of 50 targets.
Target ACOS is calculated using historical ACOS + 1.1x multiplier. February 2023, CPCs increased by 4.2% & ACOS increased by 8% - in order to remain competitive in the auction we recommend increasing the target ACOS by at least this much. This will allow Perpetua's engine to bid more aggressively.
Budget is calculated using historical average daily spend of the targets in the campaign + 1.25x multiplier. In order to ensure the campaigns have sufficient budget to run all day we recommend increasing campaign budget by at least this much. The minimum budget recommended is $10.
ASINs, targets, target ACOS & budget recommendations are all using data from up to the last 365 days.

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 Feb24 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 seasonal 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?
The campaigns created will not have an end date - if you want to turn them off after February, 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 February?
You can accept the recommendation up until February 29th.

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 Feb24 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 seasonal February sales. Recommended goals are based on individual historical account performance using strategies to boost seasonal ASINs.

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