Ad campaign suddenly underperforming
Hi folks, first time posting so apologies if I'm going about this the wrong way.
We've been advertising a product of ours (an original card game) for a couple of years, and while the campaign isn't especially fancy we've always experienced a good return on investment. In July 2023, however, something changed - sales have dropped significantly from the campaign, but we've not changed anything in settings.
Is this a result of a campaign 'stagnating' or did something change in how Amazon prioritises sponsored products circa July 2023 that we weren't aware of?
Any advice would be greatly appreciated. Thanks!
3 replies
Seller_vSOOwekJLU6c0
Advertisements have millions of variables that could be affecting your advertising performance.
The algorithm is organizes ads is called the A9 algorithm and its run out of California (subsidiary of Amazon).
You mentioned that your problems began on July.
Famously, Amazon Prime Day was in July. Amazon, quiety, changed the suggested bid for all keywords/campaigns to reflect a much higher bid and the excuse was that those bids are "Prime Day bids".
What I would hypothesize happened to you is that you were outbid by a bunch of sellers just simply accepting the suggested bid. This would drastically lower your impressions because you are not winning bids.
I would also conclude that your rank dropped in July due to getting low impressions. Ideally, you would want to get your rank back by bidding more aggressively as soon as you see your rank drop. When your rank is back, you can just bid normally again.
Seller_V6DKYyRKqyUtD
Amazon advertising has slowly become a casino. Its a gamble my advise is don't bid more than you can afford to loose.
They are alot of window shoppers clicking on items and not buying at the sellers expense. Im not a PPC expert, you may need professional help but before meddling with your campaigns I would suggest wait until after the Christmas season has shopper's are prioritising throughout this season.
It is best to sell 1 product per day and make a profit than to chase more view and clicks and sell a 1000 products per day at a lost.
Seller_GK5kQEXpZI6fr
You can drill down into your campaign and look at your targeting to see what's changed. All campaigns need optimising after a while as new competing products come on the market.
A couple of years without looking at it again seems a long time, I usually revisit campaigns after a few months.
