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StrategiesRolling out to Pro and Scale

Tell it how your business works. It runs that way.

A strategy is your plan for a group of campaigns: what the money is for, how far it can move, and what it may do without asking you. Not a template. Not one rule for everything.

8
areas it can manage
Budget, bids, placements, new keywords, blocked searches, stock, timings and new campaigns
4
levels of control
From off to fully automatic, set separately for each area
7
ready starting points
Plus a blank one. Nothing in them is fixed
1
strategy per campaign
No two plans fighting over the same campaign
How a strategy is made

Three simple parts.

1

Which campaigns it covers

Pick by what you already know: brand, category, portfolio, ad type or words in the name. Before you save, it shows how many campaigns it would hold.

BrandCategorySub-categoryPortfolioAd typeName has…Only these campaigns
2

What it should do

Switch on only the areas you want managed. Each one has its own goals and limits in your numbers.

BudgetBids & placementsAdd good searchesBlock bad searchesStockTimingsNew campaigns
3

How much it does alone

For each area choose Off, Ask first, Automatic when confident or Automatic. Change it any time.

OffAsk firstAuto when confidentAutomatic
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Hold the ACoS

Good for
An account that is already spending and wants to stay efficient, without touching budgets.
What it does
✓Bids step toward your ACoS target, never past 1.5× where they started
✓Searches with clicks and no order are blocked
You decide at set-up: your ACoS target and where blocked searches go. A starting point never fills these in for you.
Bids, placements & biddingmoves toward your ACoS target
Look back 14 days10+ clicks before a bid movesUp or down 10% at mostNever above 1.5× start
Block searches that don’t sellstops clicks that never sell
Block after 15 clicks, no orderExact matchLook back 30 days
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Grow sales

Good for
Campaigns that already sell and have room to grow.
What it does
✓Budget follows ad sales, at most halved or doubled in one go
✓Bids, placements and bidding move together so they don’t stack
✓Searches that sell become keywords; a full ad group gets a new campaign
You decide at set-up: the daily budget and your ACoS target. A starting point never fills these in for you.
Budgetshares one daily budget
By ad salesLook back 14 daysKeep 10% in reserve0.5× to 2× per run
Bids, placements & biddingmoves toward your ACoS target
Bids + placements + biddingUp 15%, down 10% at mostPlacements up to +100%
Add good searches as keywordsturns selling searches into keywords
2 orders neededExact matchUp to 50 per ad group
New campaignswhat a new campaign gets
Bidding: down only
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Protect profit

Good for
Sellers who have added product costs and want money where profit is made.
What it does
✓Budget follows profit after product cost and ad spend
✓Bids come down faster than they go up
✓Searches with clicks and no order are blocked
You decide at set-up: the daily budget, your ACoS target and where blocked searches go. A starting point never fills these in for you.
Budgetshares one daily budget
By profitLook back 30 days0.5× to 1.5× per runNeeds costs for 90% of ad sales
Bids, placements & biddingmoves toward your ACoS target
Up 5%, down 15% at most15+ clicks before a bid movesNever above 1.2× start
Block searches that don’t sellstops clicks that never sell
Block after 12 clicks, no orderLook back 30 days
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Launch

Good for
New products and campaigns with no sales yet.
What it does
✓Every campaign gets the same budget until there is data
✓Searches are added as keywords after just one order
✓Bids only go up; nothing is cut for having no sales in the first weeks
You decide at set-up: the daily budget and your ACoS target. A starting point never fills these in for you.
Budgetshares one daily budget
Shared equally
Bids, placements & biddingmoves toward your ACoS target
Up 15%, never down20+ clicks before a bid movesStays within Amazon’s suggested bid
Add good searches as keywordsturns selling searches into keywords
1 order neededExact and phraseLook back 14 days
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Stock-led

Good for
Catalogues where stock often runs short.
What it does
✓Budget follows days of stock left
✓An ad goes off when its product is out or nearly out, and back on when stock returns
✓Only switches back on the ads it switched off
You decide at set-up: the daily budget. A starting point never fills these in for you.
Budgetshares one daily budget
By days of stock0.5× to 2× per run
Products and stockpauses ads when stock runs out
Off below 5 unitsBack on at 20 unitsFlag under 14 days of stock
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Sale event

Good for
A sale period like Prime Day or Diwali.
What it does
✓Budget mixes ad sales and stock, with a reserve for campaigns that run out
✓Bids and top-of-search go up toward a looser target
✓Ads of products that sell out are switched off
You decide at set-up: the daily budget and your sale ACoS target. A starting point never fills these in for you.
Budgetshares one daily budget
60% by ad sales + 40% by stockLook back 7 days15% reserveUp to 3× per run
Bids, placements & biddingmoves toward your ACoS target
Bids + placementsUp 20%, down 10%Placements up to +150%
Products and stockpauses ads when stock runs out
Off below 3 unitsBack on at 15
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Hours that sell

Good for
Accounts that clearly sell better at some hours than others.
What it does
✓One bid schedule built from your own hourly sales
✓Each window held to the most raise and cut you allow
✓Never made next to another schedule on the same campaigns
Timings (day-parting)bids by hour from your own data
Moves bidsUp to +30%Down to −30%
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Try it

Start from an idea. Make it yours.

Seven starting points come ready, or start from nothing. Pick one to see what it does. Change any area’s control to see how much it may do alone.

Start from nothing

Good for
A strategy that only groups campaigns for now, or one you set area by area.
What it does
✓Every area starts off
✓Switch on only what you want managed
Every area starts off. Switch on only what you want managed.
Every area starts on Ask first. It only acts alone where you switch an area to automatic.
Control, area by area

You choose how much it does alone.

Each area of a strategy has its own setting, so you can let it handle budgets on its own while it still asks you about every new keyword.

Off
This area is left alone. Nothing changes here.
Ask first
It prepares the change and waits for your OK. Every area starts here.
Automatic when confident
It acts alone only when the data is strong. Anything unsure still comes to you.
Automatic
It acts within the limits you set, and every change is logged and can be undone.
Budget

Share the money the way your business thinks.

Give a strategy one daily budget. It shares it among its campaigns using the method you pick, or a mix of them.

Equally
Every campaign gets the same share. Good when there is no sales data yet.
By ad sales
More to the campaigns bringing ad sales.
By total sales
By each campaign’s products’ total sales, ads and organic.
By stock value
More where you have more stock to sell.
By days of stock left
Less to products about to run out.
By ACoS target
By ad sales measured against your ACoS target.
By profitProfit-first
After product cost and ad spend, so money goes where profit is made.
A blend
Mix any of these, for example 60% ad sales and 40% stock.
Safe by design

Limits that are built in, not bolted on.

✓Your limits on every moveMost a bid can rise or fall in one run, most a budget can change, and a ceiling on how high a bid can go.
✓Small steps, not jumpsBids and budgets move a step at a time toward your goal, so nothing swings overnight.
✓Your brand is never blockedYour own brand and product words are protected from being added as negatives.
✓It only undoes its own workWhen stock returns it switches back on only the ads it switched off, never yours.
✓One plan per campaignA campaign belongs to one strategy only. If two could take it, the one you ranked higher wins.
✓See before you saveIt shows which campaigns a strategy would hold before you save it.
✓Saving changes nothing on AmazonA new strategy is a draft until you make it active.
✓Tested before it actsEach area is checked in practice runs before it is allowed to change anything.

Stop waiting for the report.

Connect, sync and run your first audit. If it finds nothing worth acting on, walk away before the trial ends and pay nothing.