Special Considerations

As you work through the 10 Optimization Tactics, it’s possible that you encounter a situation where you receive conflicting advice (e.g. raising a bid vs. lowering it or negative matching a search term that should be kept). If that happens, it’s likely due to one of two issues.

In this final section, We've listed special considerations that you’ll want to be aware of as well as advice for fixing these issues. So, if you notice conflicting signals in either of these two instances, just check back here and follow the instructions below!

Multiple Products Per Ad Group

Ad Groups that have multiple products (SKUs) sharing the same group (commingled) will cause conflicting signals.

What’s wrong?

An “optimization” tactic recommends reducing a keyword’s bid while one of the “correction” tactics recommends the opposite—namely to raise the keyword’s bid.

Why does this happen?

When you commingle products within an ad group, a search term or keyword may perform well for one product but poorly for another product. You’ll want to avoid this as much as possible because it greatly reduces your ability to properly optimize the ad group.

What do I do?

If you notice a conflicting signal within your ad group, I strongly recommend moving one of the commingled products into a new “sister” ad group within the same campaign. This allows you to optimize (negative match and bid adjust) each product separately.

Word Form Variations

Amazon’s algorithm may lump together variations on words and phrases, which may cause conflicting signals.

What’s wrong?

An optimization tactic recommends negative matching an underperforming search term with a preposition (or article or conjunction) while a similar search term without that variation is performing well and should be kept.

(In one case, We’ve seen a single exact match keyword with seven search terms matched to it due to variations in form, prepositions, articles, and conjunctions.)

Why does this happen?

In certain cases, Amazon will not differentiate between different forms of a word or phrase. This applies to:

  • Singular/Plural Forms: Amazon may not differentiate between the singular and plural forms of a word.

  • Prepositions/Articles/Conjunctions: When phrases contain a preposition (for, with, from, over, through), an article (a, an, the), or a conjunction (and, or), Amazon may not differentiate between other phrases without these same elements.

What do I do?

Within the same ad group, negative matching one of the two search terms will block ads for both search terms. Unfortunately, Amazon provides us very little option in this situation—keep both or eliminate both by either adding as a negative exact keyword or leaving the term alone to run longer for further testing.

Tactics 1 to 3: Search Term Optimization for SPA

Tactics 4 to 6: Keyword Optimization for SPA

Tactics 7 to 10: Bid Optimizations for SPA

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