#683 – I Manage 300 Amazon PPC Campaigns 10 Minutes A Week?

Can you really master over 300 PPC campaigns in just 10 minutes a week? Bradley Sutton reveals how, using the power of Helium 10 Ads. This episode is packed with transformative strategies that have catapulted users from $6,000 to an astounding $250,000 in monthly ad sales. Through the magic of automation and the right data, discover how you can boost your advertising efficiency and profitability with minimal effort. Plus, we tackle your burning questions in a dynamic Q&A segment aimed at unlocking new levels of Amazon advertising success.

Ever wondered how to cut down your advertising costs while boosting performance? Bradley shares his personal journey managing his own Amazon accounts, demonstrating the power of optimizing ad strategies using Helium 10 tools. This episode shares practical insights, including auditing existing accounts to find quick wins and maximize the value of your advertising efforts. We spotlight efficient keyword harvesting and reveal the secret sauce to transforming manual processes into time-saving automated solutions, ensuring your advertising is consistently on point.

Finally, take a deep dive into the world of automating bidding strategies and mastering rules-based advertising. Learn how to set up personalized bidding rules that reduce ACoS incrementally, maintaining both visibility and profitability. Tailor your strategies to suit different accounts with unique algorithms and explore the concept of Dayparting to significantly cut wasted ad spend. This episode equips you with customizable strategies for managing ads, launching new products, and understanding the nuances of keyword management. An essential listen for anyone looking to elevate their Amazon advertising game.

In episode 683 of the Serious Sellers Podcast, Bradley discusses:

• 00:01 – Maximizing Amazon PPC Campaigns Efficiency With Helium 10
• 03:16 – Leveraging Helium 10 Ads for Amazon PPC
• 11:10 – Helium 10 Ads Optimization Strategy
• 16:02 – Efficient Keyword Harvesting With Helium 10 Ads
• 18:19 – Cross-Campaign Keyword Optimization
• 22:37 – Automating Bidding Strategies for PPC
• 24:05 – Setting Up Automated Bid Rules
• 27:12 – Gradual ACoS Reduction Strategy
• 30:52 – Mastering Rules-Based Advertising With Helium 10 Ads
• 31:26 – Bidding Optimization Strategy for Amazon Advertising
• 37:20 – Maximizing Profitability With Helium 10 Ads
• 41:33 – Implementing Customized Ad Campaign Strategies
• 46:10 – Keyword Harvesting Automation and Conversion Analysis

Transcript

Bradley Sutton:

How do I manage over 300 PPC campaigns in less than 30 minutes a week? I open up all my processes to show how I set it up using Helium 10 ads, and I also get to your top advertising questions answered live on today’s episode. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show that is our monthly AMA and training. We’re bringing this back. We haven’t done this in a while, but this is a show that we used to do, where we do like a training on a certain subject and then we open up the second half to any Q&A that has to do with what we just talked about or anything you know Helium 10, Amazon related, and so what we’re going to talk about today is getting set up with Helium 10 Ads. You just did advertising on your own, or maybe you had another software you were using, or you’re just doing your own spreadsheets or using an agency. What is the first steps that you need to do once you get rules-based advertising in, and then how do you set up your rules? There’re many different ways to do it and then how do you implement the rules later. So, we’re going to be going over all of these topics. This is as important to every single one of you in an equal way, because we all are dealing with advertising and we all need to know these strategies.

Bradley Sutton:

Let me just share why I’m excited, like why I think this is important. This is what I just shared this morning about a Helium 10 Ads customer who’s doing the same stuff that I am. I helped him, you know, get started. Take a look at this LinkedIn message here. I don’t know if you guys can see this. It says, hey, uh, he sent an email I just wanted to share this with the Helium 10 folks prior to using a Helium 10. Uh, we were averaging $5.8,000. So about $6,000 in ad sales per month, and in the 30 days prior to start of Prime Day this is right after he started with Helium 10, that six thousand in ad sales went to a quarter of a million dollars. Now, guys, this is obviously is not me saying hey, everybody in here, if you’re doing five thousand dollars in ad sales, just activate Helium 10 Ads, you’re going to go to a quarter of a million dollars. Obviously, this was an extreme example, but it shows what’s possible, and if you see something like this as possible, well then you just got to ask yourself how much of this is possible for me. Not everybody’s going to be able to do this, but can you go from 5,000 to 10,000? Who wouldn’t want you go from 5,000 to 10,000? Who wouldn’t want to go from 5,000 to 7,000 in ad sales, as long as it’s profitable, right, of course? So, everybody can benefit from using the right data and getting time back by automating a lot of processes that maybe you were doing manually. So, and this is just the beginning he said he’s like, yeah, he’s at a quarter of a million dollars now, but that number is just going to go up. So how did he get to that number? How was he able to increase in a month, to go from 5,000 in ad sales, or 6,000 to 250,000? Well, it’s a combination.

Bradley Sutton:

Now, one part we’re not going to talk too much about today. One part is just using the rest of Helium 10 tools. You know Cerebro brand, uh, the Brand Analytics, Search Query Performance. There’s a lot of data points uh there that just no other tool has. No other tool out there. Uh is showing you the historical uh ranks of uh products going back two, three years more. No other tool is allowing you to see what are the top uh keywords that are generating sales from competitors, from brand analytics going back years in an instant, to see where they got sales. So, of course, just by discovering keywords and targeting them in advertising you’re going to increase. But let’s say you’ve done all that. Let’s say you’ve been a Helium 10 member for a while. You know how to use Brand Analytics inside of Helium 10. You know how to use a Search Query Analyzer. You know how to use Cerebro. You’re tracking keywords. You’re doing all that. That’s great to be able to get all the keywords, but does it mean anything if you don’t start ranking for it, if you don’t start advertising? No, you can find all the right keywords you want and maybe just throw them into your listings, right, stuff them into your listings and maybe, you know, might get a couple of sales here or there. But the really uh, the way that you scale like this one customer I just showed you is uh by actually advertising efficiently for these new keywords that you discover, or advertising more efficiently for the keywords that you have been already using. And that’s what we’re going to go over today.

Bradley Sutton:

Here’s another real-life example. This is my own Helium 10 window in an account. I hadn’t neglected this account for like three, four months and, um, hey, things got things. Don’t, don’t, uh, judge me guys, but things got a hectic like working like crazy and I was. You know what happens then is my Amazon accounts kind of suffer. But take a look at this one account. Uh, here’s a screenshot from my Helium 10 Ads. I was able to bring down, uh, in the last two months, my ACoS. It was out of control, I think it was like 60%. And just in two months, with weekly editing here in Helium 10 Ads, I was able to bring my overall a cost down by 27%. This is not a huge account. Like the other guy, I’m only spending like $5,000, $4,000, $5,000 on advertising every other month. So, this is not like a huge account but just shows again what’s possible when you’re actively managing your ads.

Bradley Sutton:

So here’s the first scenario we’re going to go over today. Let’s say you’re brand new to Helium 10 ads but you’ve been running advertising on your own through an agency, through another software, whatever. The first thing that anybody should do is do like an audit on your own account to see to instantly stop, instead of waiting two months to like ramp up, which we’re going to do. You know, with new keywords, there are things that can get you instant, instant value. All right, and just as a reminder, guys, Helium 10 ads is open to all Helium 10 customers. Now the rules base is available to all. Diamond the AI is platinum up and there’s like no extra charge. The only way that you have to pay more is if you spend more than $5,000 a month. So, this is not something I’m not going to try and sell. You guys like, hey, sign up for Helium 10 ads at the end of this call and save X percent. No, it’s, you literally have it inside your, your software. Now, like before, yes, it was an extra charge, now it’s included, um, up to that certain spend. So let me show you guys one account here. This is another account I manage. It’s a hemp cream account. You guys have seen this maybe before, but let’s say this was your first. You weren’t using Helium 10 ads.

Bradley Sutton:

All right, let’s say you weren’t using Helium 10 ads and you’re bringing it in. What should you do? The first thing I would do is I would go to the analytics page. All right, you’re bringing it in? What should you do? The first thing I would do is I would go to the analytics page, all right, and I would just look at low hanging fruit of what instantly you can stop the bleed on a spend wise, all right. So this is what you do. I would look back at a window. It’s up to you. I never like looking at just one month. I usually will look up the last, like 60 days or maybe even 90 days, you do you. So I’m going to look back. Let’s just say three months, 90 days.

Bradley Sutton:

All right. And what I’m going to do is the first thing is I’m going to look at my search terms and what I want to see is are there search terms that I’m spending a lot of money on? Or I got a lot of clicks on, but I am just not getting sales? And now there’s not going to be too much that’s going to come up here just because I think this, this account, should be somewhat optimized. I haven’t done this account too much, but let me just give you an example. What I’m going to do is I’m going to go here and I’m going to say PPC orders, minimum zero, maximum zero. Basically, I’m saying, hey, what are keywords or search terms that I have got zero sales, but I have gotten like at least 20 clicks, right, and your goal is for this to be zero. Like, look at this for me, only one keyword here is showing up. Okay, one keyword here is showing up because I’ve been optimizing this account.

Bradley Sutton:

You guys, if you’ve never optimized in this way, you might have a whole list of keywords, but here, look at this, this is one keyword I spent $93 on, all right, $93. Uh, I got, uh, let’s see 36 clicks and zero sales. So, if I decided to, I might be like you know what? I need to negative match this right away. And so, I would just hit this negative match and it would. It would put negative on all the accounts that I have this keyword in. All right, so that’s instant. That would have been $93. I don’t imagine if you had like, say, 15 keywords each that spent $90 and got you no sales and you didn’t know you’re bleeding. And that’s the thing about advertising. Sometimes, if you’re getting clicks and no sales and you didn’t know you were bleeding, and that’s the thing about advertising. Sometimes, if you’re getting clicks and no sales, you’re paying Amazon for that right and Amazon is like hey, I’ll gladly take your money. Thank you very much, seller, for donating your money to Jeff Bezos’ next wedding. Right, I exaggerate, but still, if you don’t stop the bleed, what incentive does Amazon have in some circumstances to just like say no, you know what, we don’t want it. Please, please, don’t pay us any more money. We’ll stop no. So, since they don’t normally do that, that’s why we have to stop the bleed. And this is the way you do it. All right. So that’s step one.

Bradley Sutton:

Okay, the next step I like to do is I like to look at targets. So, so targets is like my performance campaigns or my exact manual campaigns, my ASIN targeting campaigns, and I do the same thing. I’ll be like hey, is there anything that I had zero orders, but maybe I spent $20 for? Right? Everybody has different numbers, there’s no right or wrong numbers. And look at this, I’ve got four targets here where I spent a total of $201 and I got zero sales. So, then I would go in here and see, hey, is there something I need to pause this target? All right, if I do that. And these were all like ones I don’t want to advertise for. Look at that, I just saved $200 for the next couple of months and this is a very small account. Some of you who are bigger sellers. In this account, this $200 could be an instant $2,000 savings. So, this is like the first step of what you need to do is see where you’re bleeding.

Bradley Sutton:

The last one of just like general stopping bleeds that are hurting you is at the target level. Maybe you are getting sales for a certain keyword, you know. Maybe you are getting sales, but it’s just not profitable and you’re like you know what? This ACoS is out of control. I need to bring it down instantly before I even think about rules and stuff. Watch this. This is how you can do that. And again, you could come in on day one of this. Never having run Helium 10 ads, we import all your data after 24, 48 hours. It’s not like this. You can only do this on stuff that you were managing in Helium 10X. This is like from day one. If you just start using it, all right.

Bradley Sutton:

So what I would do is I would go and say, hey, where is my ACoS? Like more than 100% or something like that right, and let’s take a look if I have any targets and look at that. I’ve got targets. I’ve got $200 of spend, where my overall ACoS. Some of these are 200%, 180, et cetera, et cetera. So then, what I could do instantly this is across like a hundred campaigns, guys, by the way. So this would be so difficult to do in Seller Central for most of you, just because you wouldn’t even know where to look, or if you’re downloading reports, right. So, I would go in here and I would just start bringing down some of these bids just instantly. So that’s another instant win that you can have as soon as you get started with Helium 10 ads is you want to run these things and now the goal is to have it look like mine, like mine still had some, but the goal is to have zero come up right, and that’s how it’s going to be, because if you’re actively managing your campaigns, there shouldn’t be keywords that have 70 clicks and a hundred dollar’s worth of sales or a hundred dollar’s worth of spend with zero sales, right. But again, this is what you do on day one, the day you start Helium 10 ads, do this quick audit takes like less than 10 minutes and you’re going to be able to stop the bleed. I’ve heard of some people are like they have stopped like five, six, $7,000 of wasted spend that they had no idea, just by running this 10-minute audit. All right, now what’s the next thing that you should do?

Bradley Sutton:

The next thing if you’re just getting started, um, on Helium 10 ads, but you have a lot of campaigns is you want to be able to bring your campaigns together to start talking to each other. What does that mean? Well, that basically means you have like a maybe exact manual campaign. Maybe you’ve got broad campaigns, maybe you have auto campaigns, maybe you have sponsored brand video campaigns, maybe you’ve got sponsored brand headline or like. What do you call it? Is it headline Campaigns that it’s called? Right? There’s so many different kinds of campaigns but they all kind of work in silos. If you don’t have them talk to each other, there’s no way for them to talk to each other inside of Amazon Seller Central, like they don’t work with each other. But that’s what you need to do, and maybe that’s what you’ve been doing, either with an agency or on your uh by yourself.

You download all your search term reports. You look hey, did my auto campaign come up with a couple of new keywords that I got sales for that I didn’t know about? Ooh, I want to take that good keyword for my auto campaign and put it to my manual campaign. Uh, hey, did I find an ASIN that I got a conversion for in an auto campaign? Ooh, I want to put that into my sponsored brand video ASIN campaign. I want to put that in my sponsor display campaign.

Bradley Sutton:

Well, how do you do that? You do not have to start, or actually, let me let me rephrase that you should not start all new campaigns. When you start with a new software like Helium 10 ads or any software, you don’t want to lose all that history that you have gotten and all that like algorithmic juice that Amazon has about your existing campaigns. Now, maybe those campaigns are terrible and they’re completely shot, okay, maybe in that case you can start new campaigns, but 95% of the time you shouldn’t just start new campaigns. What you do is you want to structure the campaigns in a way that now they’re talking to each other, now they’re helping each other, harvesting keywords from one campaign and putting it in another as you see fit. How can you do that?

Bradley Sutton:

Let me show you guys. You would go here to your Ad manager, all right, and hopefully you guys had some kind of structure with your campaigns. Like you don’t just you know, like you had the ASIN and the title or something like that. So for one of them, one of the products on this hemp cream account, I put in the name this was separate from helium roll on cream. Like roll on is a keyword that I had. So, what I can do is I just go to roll on right here in the filter and I say, hey, show me any campaigns that have to do uh or that that have the word roll on in it, and basically this is all of my campaigns that are for one product. And so you guys would do the same thing. Maybe you put the ASIN in your title, maybe you put a word or a brand in your title. Get all of your campaigns together. And then now what you’re going to want to do is you are going to want to set up your rules.

Bradley Sutton:

So let me show you how my rules are set up for here. All right, you can do this from this page, or you go into Helium 10 ads and you go to the rules and automation page and then you are able to make new rules. But let me show you how my campaigns talk to each other here, in my keyword, harvesting rules. Let me pull it up here. So let me go into my harvesting for Amazon. There we go. Now I’m in Amazon. Perfect, I’m in the right place. So take a look, remember all those campaigns I showed that had roll on in it here? Here they all are there. So, you just got to add them all one by one. And then when you have this open, it’s like when you have this checked, look for search terms in these ad groups. Now it’s looking in this campaign. So basically, it’s saying it’s looking into my auto campaign. Maybe you have one auto campaign, maybe you have multiple ones, whatever you do. And it’s saying, hey, look for keywords in ASINs. All right, and I put a rule here, like my personal rule. This is not like hey guys, everybody needs to have this rule. Actually, this rule is kind of like crazy because I put 60% ACoS. I’m okay with 60% ACoS on this account, just because this is a product that people buy multiple times.

Bradley Sutton:

Maybe some of you might want to say, hey, you know what, I only want less than or equal to 40% ACoS. You do you right? This is the beauty about rules-based advertising is you choose your own adventure. So here I put hey, if I get an ASIN or a keyword that has at least two sales from PPC and my ACoS is less than 60%, looking back at 60 days. All right, this is what I want to happen, and so, basically, I check this. So, like you can see here on the right side those of you watching live I have a product targeting ASIN campaign and, as you can see under the product, I have selected a new ASIN match type.

Bradley Sutton:

So what does that mean? That means Helium 10 is looking in my auto campaign. If I convert on an ASIN two times for the same ASIN at less than 60% ACoS, it is going to add it to my product targeting ASIN campaign. If I had a sponsor display oh, I do have a sponsor, I did. If I had a sponsor display oh, I do have a sponsor, I didn’t realize I had a sponsor display campaign for this it’s going to add it to my sponsor display campaign. At the same time, if I had a video ASIN campaign, it would add it there. So, am I having to like, one by one, download, search and reports to find what I get two orders on? No, it is going to find it automatically for me. Same thing. This is exact. This E stands for exact match. So what happens when I select this for my manual campaign? Again, if in my auto campaign, if in my broad campaign, I convert for a keyword, a new keyword two times, it is going to tell me to put it into my performance campaign. It will tell me to put it into my research campaign. Or if I have a video campaign, it will do that. So all of my campaigns for one product are now talking to each other.

Bradley Sutton:

Now guys, just for me personally, I do not automate this. You could automate it. I like to decide one by one because it doesn’t take that much time. But this just shows you. This is what you need to do if you already had campaigns. Now, if you are starting new campaigns in Helium 10 ads, it does this automatically for you. You can just choose the way they talk to each other. But this is if you’re starting with Helium 10 ads, like that customer I showed you earlier, he already was selling. Like he said, he did six thousand dollar’s worth of ad sales, so he already had campaigns. Now he’s tying them together so that the keyword harvesting part uh, they can talk to each other. So how, how does that look? Let me see if I actually have any ones here that I could do. Let’s see how does that look. On the suggestions yes, I’ve got it here. Perfect, take a look at this, guys. This is how it’s going to look later on your suggestion page If you have done these rules.

Bradley Sutton:

Look at this. Here is a new keyword that I got. I spent $42. I got $92 worth of sales, and this is the rule that it says. It says hey, according to your rule. You want to put this in your performance campaign. Do you want to do this, yes or no? I would just hit yes or no. Here’s another. Here’s an ASIN. Look at this. Here’s an ASIN. I spent $8 and got $62 worth of sales. This was in an auto campaign. Do I want to keep waiting for Amazon to just? Oh, I hope that Amazon keeps showing me in this auto campaign for this ASIN.

Bradley Sutton:

That’s not the best way to do things. Amazon could decide you know what we’re not going to show him for this ASIN for three days, and then the fourth day, yeah, we’ll show him and get a couple of sets. No, you want to be. You want Amazon to advertise your product on this ASIN 24 hours a day, if possible, right? Well, the way to do that is to put it into a manual campaign. So that’s exactly what’s going on here. Here it says I got $62 worth of sales. And I just hit this check mark. Look at this. It says put. And I just hit this check mark, look at this. It says put it on your role on product targeting. Do I want to do that? Let me hit that and say apply, change, boom goes the dynamite. It’s done in seconds. What would have had? How would I have done that, if I was just downloading search term reports? Here’s how that would have went. I would have downloaded the search term report. I would have made a pivot table and a formula hey, show me everything less than 60% a cost, but greater than two sales, greater than or equal to two sales. Oh, here’s, here’s the keyword. Now I got to go look.

Where was that ASIN come from? Like, what product is it for? Oh, it’s for this product, all right. Where’s the campaign that I can now put it in? Where? Where is my manual campaign for ASIN targeting? I got to go find that. Now I got to go to Seller Central. I got to click into the ad group, click into the campaign, hit add target. Add it, put the target bid that I wanted.

Bradley Sutton:

That one thing just to find and do that probably takes five minutes Maybe, if you’re fast, right? How long did it take me to do it here? Five seconds, guys. That’s the difference that Helium 10 ads makes when you have the rules going. It’s not even automated. It could have been zero seconds but, like I said, I’m a control freak when it comes to Amazon ads. I don’t want to let the AI or automation take over, because there are some times where I might want to go against my own rules. That’s just me. But for me, I’m fine with not having it automated if it takes only five seconds to do. I think we all of us can spare five seconds on a keyword that was getting me $60 with only $8 of spend, and that was only in 60 days. So I mean, that’s like what? That’s like $500 worth of sales potentially I could add over the year just by doing what took me? Five seconds. Is that good ROI in your time? Yes, it is. All right.

Shivali Patel:

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Bradley Sutton:

What’s the next kind of rule to do? The biggest rule and the most intricate this takes some time at the first to start. Maybe it’ll take you 30 minutes to do, but then you’ll never have to worry about it again is setting up your bidding rules. Again, I’m not teaching you guys anything new about advertising. This is hopefully what you’ve been doing, just manually yourselves, right, like, hopefully you download your search term reports and seller central, even if you weren’t using software, and you’re like all right, hey, um, where’s my ACoS high? Where’s my ACoS too low? Somebody might think what is there a such thing as ACoS too low? Absolutely, there’s a such thing as ACoS too low because you don’t want to have something at 5% a cost and you still have room for your profitability, but you’re not getting the visibility you get because your bid is low. I’d much rather have 10% a cost and get twice the visibility, potentially if it moves me up the page than that extra 5% of a cost. All right. So having a tight control over your bids is super important. How can you set up the rules so that you don’t have to go in, download your search term reports, make formulas to say, hey, if it’s between 70 and 80% a cost, bring it down to 60. If it’s between five and 10, bring it up to 12. I mean, that would be crazy, right? Watch this. So what you’re going to want to do is you are going to go back to your rules Let me see where I had that and you want to make bid rules. So here is just the bid rules that I did for this account, and again, this is very different actually, than I have in other accounts, because, again, this is a product that people get often. So I’m okay with like 40%, 50% ACoS. Uh, for the rest of you might want to have a target of 20% but basically, I put all of my campaigns that I want to roll, uh, with this bidding strategy.

Bradley Sutton:

Okay, so I put all of my campaigns here and then, one by one, I put different criteria’s of what I want to happen. Now look at this. I said, hey, if my ACoS is more than 250% in the last 60 days on a target, I’m like you know what? Just pause the targeting. That’s not even worth it. There’s no way, if it’s above 250%, I’m ever going to get it profitable. So that’s just me. You guys pick your own number. So that’s what I put here. But then the rest of this is designed for me to gradually bring the ACoS down. Now you might wonder why wouldn’t I just want to go all the way down to my target ACoS? Like, if something is 150% ACoS and my ACoS is my target ACoS is 40, why wouldn’t I just put in the formula to go all the way down to 40? That’s usually not the best practice because if you drastically change your bid in at one time, it has the potential to just completely turn off your visibility. So for me personally, I like bringing my ACoS down gradually so I can still maximize the impressions that I get. And this, this is regardless If you have Alien 10 ads, you’re just doing your own advertising, right? So here’s how I have it set up. I said over 250, pause it, but if it’s greater than 150 and less than 250, do the formula to bring my ACoS down to 100%. 100% ACoS is terrible, but again, I’m trying to bring it down gradually. So that’s what this formula is. I could make rules, guys. Maybe some of you are like you know what I want to make this rule based on my cost per click, based on my revenue per click. Maybe I just want to decrease my bid by X percent. There are so many things that you can do here, but me personally, I use the formula where I’m taking my cost per click and I’m multiplying it by my target ACoS, which in this case is 100% divided by my actual ACoS, and what that means is it’s going to Helium 10 is going to suggest to me the bid that I have to put my product at in order to get this 100% ACoS. All right, so keep that in mind. So that’s what I have here.

Bradley Sutton:

My next group of ACoS here is 100% to 150% ACoS. So if it’s 100% to 150%, I’m saying you know what Do what it takes to bring me down to 80%. My next one is if it’s between 80% and 100%, I want to bring it down to 70. If it’s between 70 and 80, bring it down to 65. Do you guys see how it’s? How I’m gradually bringing down? I don’t have to worry about me manually having to bring it down gradually, because what’s going to happen as my ACoS comes down from 100% down to 80, it’s going to trigger these other rules. So then, once it gets to the 80, it’s like oh, now we have to bring it down to the 65. Once it gets down to 65, it’s going to trigger my other rule oh, we need to get this down to 50, et cetera, et cetera. So that’s how I’m able to gradually bring down my ACoS. You saw that other account. I showed you the screenshot of how I was able to drop it by 20% in just two months just by doing this kind of optimization. So it goes all the way down the list here until I start having to increase my ACoS. Like, for example, once I get down here, I say you know what, if it’s between 50 and 20, or 50, 15 and 20% ACoS, do what it takes to get up to 22% ACoS. If it’s between 10 and 15% ACoS, go to 17.

Bradley Sutton:

At the very end here, I have another one where I’m like hey, you know what, if there’s a target that I get 20 clicks and zero sale, this is super important. Guys, if you’re not going to pay attention to anything about the bids rules, you have to have this bid rule. All right, you have to have this super, super important. Pick how many clicks you want. Some people it’s 20, some people it’s 30, some people it’s 40, some people it’s spent. But if you get zero orders, have a rule where we pause the targeting right, you stop the bleed on something that is just wasting you money, all right, so make sure to have this one. But the rest of these rules are all just based on the different percentage and I’m just going to show you guys who are watching this on YouTube or watching this in uh ads Academy Uh, if you wanted to, you can copy. You know these rules so you can just like pause this.

Bradley Sutton:

As you see this view here of what I said, but again, my rules is not necessarily the best rules. That’s, this is the best rules for my account or this account. You guys might have different like criteria’s that you like to use for how you manage your ACoS, but you guys can see those of you watching this on the screen, exactly what mine are. Okay. So how is this going to look now once a week? How am I managing 300 campaigns, bids and I only have to spend like five, 10 minutes a week on this aspect of it? Watch this Once it has had time to kind of percolate, right, I’m going to go to my suggestions and I’m going to go to my bids.

Bradley Sutton:

All right, take a look at this. I have 41 suggestions, because I didn’t do it this week yet and it’s based on all of those bidding rules that I did. All right, and again, I know this is about Helium 10 ads, but, guys, even if you have zero plans to use Helium 10 ads, you have to use these principles. This is literally what you need to do when you’re managing your advertising whether you use Helium 10 or not is to regularly go in and see where you need to increase or decrease your bidding app. All right, so let’s go ahead and look in to what are the bids that Helium 10 is suggesting. Let me just see if there’s any questions here. Ina says are these rules set up by default? Not, no, we do have some templates. Go ahead and look at those templates if you want. I personally don’t use the templates because that’s just like to get people started, but there’s no such thing as a one size fits all.

Bradley Sutton:

Like I said, this my rules on this account with this replenishable product is different than my coffin shelf advertising, because nobody buys multiple. I mean probably nobody uh, you know saying buys coffin shelves every month Like they might buy a pain cream. Those, those rules about the 15 to 20 go to this and go to that. It’s different from one account to the other, and that’s the beauty about this. You can have any strategy that you want. Whatever you were doing on your own spreadsheets, put that rule into here, all right, so we don’t lock you into a set, a set amount of rules.

Bradley Sutton:

Okay, so here, this is my bids suggestion. So take a look here. Here I’ve got a keyword, or let me see if I can find a good one here. Um, look at this. Here is an ASIN, all right. Here is an ASIN that I. I spent $84 and got $247 with the sales, that’s at 34% ACoS. Now my rule is, if you guys saw it is, if something is between 30 and 40% ACoS, set the bid to get me up to, I think, 45% ACoS. And so what is this telling me to do? It’s saying take your bid from $1.50 and bring it to $2.37. Did I have to make this calculation? This would be crazy if I had to calculate it out. So how do I implement this? I just hit the check mark and apply, and again, it is done in two seconds. I could do this whole list, guys, in less than five minutes, even with looking line by line, just to make sure that I’m cool with what it’s suggesting, but remember, the suggestions it’s giving me is not from Helium 10. It’s based 100% on what I had said was what I wanted to do. It’s not like a Helium 10 algorithm. It’s my algorithm, right, the Bradley Sutton algorithm, and what you guys put in is going to be based on whatever you put in for the algorithm.

Bradley Sutton:

So this is the key of rules-based advertising. Number one is the keyword harvesting. Make sure your campaigns talk to each other. You set that up in minutes in Helium 10. Number two your bid rules. How do you, if you’re doing your target with a target ACoS, how do you stay in a comfortable range of ACoS without going too far below or too far above? Well, it’s by editing your bids every week. For some of you, bigger sellers, you might do it like every other day or something, all right. So that is super important. On how you, or how I can do what basically would take maybe 30 hours a week, if I was managing all four of my accounts with over 300 campaigns, would easily take me 30 hours a week to do this manually. This is why it takes me less than 30 minutes a week. One last rule this is for advanced sellers, but this is this. This can be important.

Bradley Sutton:

Let me show you guys something in the Project X account. If I can find it, it here. All right, take a look at these guys. This is called day partying, all right, or schedules with Helium 10. I could see based on time of day when my profit most profitable times for advertising are. A lot of people have this question and, thanks to Amazon, they made this available. But look here, I was looking at this chart back in April and I’m like what in the world is happening between like 10 PM and midnight? This is ridiculous. My ACoS is 150% and 200%, but the rest of the time it’s like 30%. I’m like bleeding so. So something about these products where people who are clicking on my ads in the middle of the night are just not buying the product. Do you see that here? So what I did was I went into my rules. I went into my rules and I added a day partying schedule. Not this account didn’t do it, but this is what I would do is I would add the day partying schedule as a matter of fact.

Bradley Sutton:

Hold on, I’m going to show you another account. I’m showing you guys all my accounts. Lately, I’m going to show you, guys, another account of an extreme example of how this helped. All right, let me see if I can show it to you here. This is one of my private accounts here. Oh yeah, this thing, guys, you’re going to be like what in the actual heck was going on in this account. But let me show you something. Give me a call, guys. The reason I don’t do slides and stuff for stuff like this is I don’t want you to think that I’m BSing this. I’m literally showing you my live dashboard here from my account. So you can see this is real stuff. These are my actual accounts that I’m doing stuff in, not just I’m trying to come up with some fancy slides here. Okay, here we go.

Bradley Sutton:

So take a look here. This is what I saw back in May. All right, do you guys see this ridiculous ACoS from midnight to like 1am? Look at that 300% ACoS. I was like what is going on in this account that is giving me 300% ACoS at 12 PM to AM to midnight, 50% ACoS, even 11 PM at night. It’s like a hundred percent ACoS. So what did I do? I went in and I added an 11 PM to 1 AM schedule and basically what that is. What that is is I said, hey, I want to decrease my bids at a certain time. And so you can see that here where I’m like, hey, from 11 on Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, I could have done this even at a daily basis. If this was a bigger account, I would look at a daily basis. Maybe there’s a certain day of the week where my ACoS is just terrible. But I went in and I’m like you know what, across the board, 11 to 1 am. Take that ACoS or take my bids down by 60%. So if my in other words, if my bid was at a dollar, bring it down to 40% or 40%, 40 cents, all right, that’s what I was doing. And so, I implemented that like a month ago.

Bradley Sutton:

And now take a look at the same now I could have paused these targets. But now look what it is instead of 100% ACoS at 11 PM, what is it now? It’s 32% ACoS. And then look at 1 AM where my ACoS is. Remember when it was 300%? Now look at it, it’s all the way down to almost zero, because I’m just trying not even to get clicks during this time where it is not profitable, and so that’s the other aspect of these rules is, you might see once you dig into Helium 10, that you are just not profitable at a certain time and so you might want to 10, that you are just not profitable at a certain time and so you, you might want to just you know what, pause my campaigns, pause all of my campaigns at this time of day. How would you do that? In seller central, you’d have to pay somebody. Hey, every day, go into 75 of my uh campaigns and pause it for one hour, come back after you take a lunch and then re restart them later. How would I do it? Where I’m like, take my bids down 60%, that’s like impossible. Hey, go into 500 of my targets and calculate bringing it down by 60% each one and then calculate it back to put it back to a hundred percent two hours later. Like that one’s literally humanly impossible to do in helium 10. You can do that and look how much it’s saving me. That’s one of the reasons why remember I showed you this is that account that I showed you the ACOS was at 57% or something and I brought it down to 32%. This is one of the big reasons of that is I was doing the schedules for the day part.

Bradley Sutton:

So, guys this you know, Helium 10 ads is designed to allow you to use whatever strategy you’re doing manually with your own campaigns and automating a lot of the hard work so that you just have to make the decision hey, do I want to implement this or not? We do all the calculations for you. We do stuff that even you humanly couldn’t even do before, which is see what your cost per click is at certain times a day. There’s a lot more rules and different things that I could have gone over today, but hopefully this gives you a good start with knowing how to get started with Helium 10 ads and I hope you guys can see the value of how much this can save you in time and money. For me, time is money, right? 30 hours a week If I value my time at like a hundred dollars an hour or even $50 an hour. How much right? 30 hours a week if I value my time at like a hundred dollars an hour, or even fifty dollars an hour. How much is 30 hours a week compared to 30 minutes a week it takes, and then the additional savings I get. We’re bringing down my ACoS or stopping the bleed. This could mean thousands, if not tens or hundreds of thousands of dollars for your business, depending on what size of a company we’re.

Bradley Sutton:

So I hope you guys are able to get the most out of Helium 10 ads. Like I said, Diamond members, it’s free up to $5,000 spend, I believe, and then we just take a percentage of what you pay Amazon. I think it’s like 2% or something like that. For if you have the Platinum plan, you can’t use the rules base that I was showing you. We have the AI base. I highly recommend the diamond plan. I personally don’t like being hands-off and AI on my own campaigns. Maybe you’re like that too, or maybe you’re so big that you’re like I just prefer to have AI do it, then you’re fine with AI ads. But if you’re like, hey, I need to have some kind of control, the only way to do that is with the rules-based advertising. So if you’ve got the diamond plan, activate your ads immediately, especially if you’re spending less than $5,000. You don’t even have to worry about getting any extra charge from Helium 10. But those of you who are paying more than $5,000 to Amazon, you can still see it’s very much worth. Even if we’re taking a percentage of that ad spend.

Bradley Sutton:

All right for the rest of the show. This is your time to ask me any questions about Helium 10 ads, about Helium 10 keyword research or any other general. Ask me some Prime Day questions. Whatever you guys want, let’s go ahead and open it up to questions. Kareem says I isolated a successful keyword to a manual campaign. It’s not even getting impressions. Yeah, very important. I do not do keyword isolation. Keyword isolation means once you take it out of the auto campaign and put it in the manual, you negative match it in the auto campaign. I personally don’t do that. For this very reason I’ll still add it to my manual campaign and if it doesn’t work in one, I’ll add it to a different manual campaign. But I never negative match because you’re not guaranteed to get the same amount of impressions that your auto campaign did have. So nothing wrong with it staying in that auto campaign and that’s how I have my Helium 10 ads set up. I do. We do have a feature where you can say keyword isolation and this is why I don’t activate that feature.

Bradley Sutton:

Ronald says it would be cool to see more rules variations anywhere to customize our accounts. For start it can help. Yeah, we do have the templates, but we really focus Like. My big thing is it shouldn’t be Helium 10 telling you guys what you need to be doing with your ads. Everybody’s got their own strategy, even with the same kind of product. Somebody maybe is not even doing stuff based on ACoS at all. They’re doing it based on ROAS. Nothing wrong with that. So since everybody has their own strategy, we allow you to choose whatever you want for your own rules. Andrew says I need help doing this. Who do I reach out to? So we have a weekly and biweekly like customer success onboarding, I think for like group group-based there’s not one-on-one group-based for Helium 10 ads. So once you get started you might be able to qualify for some of those customer success webinars. Also, if you’re a Helium 10 elite member, you can get on the call with me once a month, one-on-one, for 20 minutes a month. And remember that guy said went from 5,000 to 250,000. I set him up in just one 30-minute call one month and then one 30-minute call the next month showing how to set it up. That’s how he was able to get those results. So that’s the other option. Um, if you’re a Helium 10 Elite member uh, by the way, it’s h10.me forward slash elites $99 a month. You get a lot of benefits, but one of them is a one-on-one call with me where I can go over anything you want.

Bradley Sutton:

Ina says I’m thinking about creating a completely new campaign strategy. Does that make sense if I should just completely do it with these rules? I sell on Amazon nine years. ACoS is about 30%. Thinking about doing the campaigns more detailed. So, what I would suggest is do not just stop all your good campaigns. If you want to do a different campaign strategy, that’s fine, but bring it about slowly. Start a couple new campaigns, test it out by moving some of the targets over to your other campaigns and then take a look at the performance. Do not turn it off in the old campaigns until you can see that you’re getting the same performance in the new ones. So, I personally don’t like completely redoing the strategy, but if you’ve got something that’s really, really messy, yes, I can see the benefit of that, but just do it gradually. Don’t like stop your old campaigns, cold turkey and start brand new ones, because I guarantee you’re going to have bad results. It has nothing to do with Helium 10, has nothing to do with anything, except for the fact that the way Amazon advertising works is. You need that history from the campaign sometimes in order to continue with the same performance.

Bradley Sutton:

Chris says what are the best campaigns for new products in existing categories? I always start. Here’s my strategy. I’m about to launch a bunch of new products in a few weeks. I launch with a manual exact campaign, a broad campaign and a auto campaign, and I also launch with a product targeting campaign. That’s an ASIN targeting campaign. I’ll launch with a sponsored display ASIN targeting campaign. That’s five, and then I’ll have two more campaigns that I launch almost on day one. If I have a video, if I have a video for my product, I’ll launch a video keyword targeting campaign and a video ASIN targeting campaign. So, I’ll launch with seven campaigns from day one that they might not all have humongous budgets, especially from day one.

Bradley Sutton:

My main thing, though, is I’m focused on my launch campaign. My launch campaign is a one-time only campaign. We talk about this in the Maldives honeymoon method. Don’t have time to get into it today, where there’s like 10 of my top keywords I’m trying to rank for. The others are really low budget in the beginning until I start building up a little bit more momentum and get rank and reviews and stuff. And then, as my launch campaigns go down now I take my budget from there and spread it out to my other campaigns those other seven I mentioned and then that’s what I go with. That’s my main go-to strategy there.

Bradley Sutton:

Kareem says a relevant keyword got me 15 clicks but no sales. But it’s super relevant. Should I negate it? This is a good question. I don’t always say yes. If I got 30 clicks on my coffin shelf keyword and zero sales, I’m not just automatically negating it. I got to figure out what the heck is going on. I got to do some market research. Why in the world are people clicking on this keyword? That is very important and whatever they see on my page tells them that no, this is not the product you want.

Bradley Sutton:

If there’s something serious about my listing I got to fix. I’m going to do that. The ones I automatically negate are the ones where it’s like oh yeah, iPhone 16 case and I’m getting clicks for iPhone 15 case. I don’t ever want to show up for iPhone 15 case again, right? So that’s why guys remember I told you before I don’t turn on automation on my keyword harvesting and my rules is because of this exact thing. You know, Helium 10, if the automation is on, it’s just going to do what we tell it to, and I told it to. Hey, if you see 30 clicks, negate this, but if I have automation on, it’s going to go ahead and negate it for coffin shell, when I actually want to take a step further, like Kareem is doing, and figure out why I’m getting bad conversion on it. Thank you so much, guys, for joining and we’ll see you in the next episode. Bye now.

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