Automating Amazon visibility. An amazingly powerful and yet widely underused option for advertisers. Two weeks ago we discussed how you can use software to analyze your organic visibility. In the very same view as your PPC data (if you have certain software). Today you’ll learn about some tools that take it a step further. But let's take a step back first. 5-6 years ago, the first bid automation tools came along. They allowed you to increase bids when impressions were below a certain threshold. This could often lead to unpleasant surprises. For example, imagine the tool doesn't recognise that your product is out of stock. And when the product returns, the tool had increased every keyword's bid. And by quite a bit since there were obviously no impressions. This actually happened on a big scale for a LOT of products for one customer when I was working at Sellics. This was around 4 years ago and they added out-of-stock consideration pretty much immediately after that incident. But the point is, automating based on impressions is not ideal. Even if your software considers OOS, it doesn't know how many more impressions are there for the taking. And impression share is not yet available via the API. So 2-3 years ago, a few tools made a big move. They opted to track organic rankings or share of voice instead. You usually give them a certain ACOS limit, and then allow them to adjust bids based on your organic visibility. This is of course invaluable for your Ranking campaigns. Arguably your most important campaigns! In the attached image you'll find a list of tools that can do this for you. But the stand-out option is Perpetua. They also consider share of voice, and can automate all ad types. AND they crawl each keyword's Search Frequency Rank from Brand Analytics. This helps their algorithm determine how much value it can get from ranking for the keyword. Outstanding if you ask me. As always, there may be other tools that have since caught up in some way (feel free to comment!). Feedvisor also deserves a mention here. Next to organic visibility, they also consider a lot of other important non-PPC data points. So, hopefully you've got one of these tools to get the most out of your Ranking campaigns. And if not, push your software to build this! Or sign up to one of the tools in the screenshot. And that's a wrap! Are you already automating based on organic visibility? Or planning to? Follow to learn about more fantastic Amazon tools every Sunday! #SuperSoftwareSunday #amazonfba #amazonsellers #amazonppc #amazonadvertising #amazonads #ecommerce
amazon ads tools automating bids based on organic visibility
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