Stop MessingAug 10, 2022
I know just how tempting it can be to mess with your Amazon Ads - sorry, optimize your Amazon Ads - every day! Trust me, I've been there!
When you see your Ads not performing too well, you are just itching to get in there and start tweaking things on a regular basis, multiple times per week, even daily.
This was me for a long, long time.
Until, I had a very busy week one week, with lots going on outside of business with family.
Yes, I was panicking (a lot), thinking, I haven't optimized the Amazon Ads this week, things are going to be going crazy in there!
Well, when I came back to the Amazon Ads, boy was I surprised by what I saw!
The Ads had just had their best week - ever! More sales, more page reads, more profit. And I hadn't even touched them for a full week.
What was going on?
By optimizing the Amazon Ads each day, I was actually harming the performance of the campaigns because I wasn't letting Amazon's powerful algorithm do its thing.
When I left things alone for a week (not by choice, I hasten add!), the algorithm actually had the chance to work its magic; something I had never let it do before.
Sure, there were a few keywords and ASINs in there that didn't perform too well, but they are easily dealt with using some negative targeting and bid optimization.
Overall though, I had finally provided the opportunity, freedom and room to breathe that the algorithm so desperately needed, to improve the performance of the campaigns.
So, since that lightbulb moment, I now check in on each account I manage on a daily basis for 5-10 minutes, just checking the high level stats.
This provides me with the opportunity to deal with any red flags or issues that need my attention there and then.
I then spend anywhere from 30 minutes - 2 hours per week on each account (depending on the level of ad spend), performing deep optimization, looking at the relevant reports, etc.
So, next time you feel the itch to mess, sorry, optimize, your Amazon Ads, just pause and think back to when you last worked on your account.
What helped me was scheduling the same day and time each week for every account I manage, and block it out in the diary. This is the time I do the deep optimization work.
All the other days of the week? A 5-10 minute check-in on the top-level metrics.
Don't overcomplicate things and learn from my mistake; give your Amazon Ads the room to breathe and you'll soon find that things start improving.
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