Optimizing your PPC campaigns is a must if you want your products to be on the top of search results. To optimize them, be sure to use bulk files because they are the best optimizing solution for advertisers. You will be able to easily optimize bids and remove non-profitable keywords in just a few clicks.
Reasons to use bulk files
First of all, you will save lots of time! You’ll be sure that you’ve covered and optimized everything. They are available for every account and give you an overview of your campaigns in a glance.
With bulk operations, possibility for error is less possible and what is important, server errors can’t mess the changes that you wanted to make. Also, you can work in offline mode and upload bulk files to the account later.
The information you get from bulk files maybe won’t be so colorful and you won’t get suggested bids for specific keywords. Still, you will be able to see strong and weak points of your advertising strategy.
Optimization and reporting
By downloading bulk files, you will get an Excel file which will give you an opportunity to, with a few filters, find everything you want. From keywords, placements, portfolios, ads and campaigns, you will be able to optimize everything! After you do the filtering, you can change the bid, pause keywords which don’t bring you profit, do a placement correction and add positive and negative keywords. If you are an advertiser, you can easily manage a client’s account in a few clicks in order to respond to current situations and make changes in no time.
Bulk files reports can help you measure the performance of your ad groups, ads and keyword for a specific period of time. With these reports, you will have a complete overview of your campaigns. They will give you some space to think and conclude which ads work best. For example when you download the bulk files, you can find that some keywords have high spend but no conversions. In this case you will pause those keywords which don’t bring you profit and create non-performing manual campaigns out of these keywords.
Paid optimizing tools aren’t always the best solution. They can malfunction because of accounts’ ups and downs, especially in times of crisis, like a coronavirus global pandemic.
Check out the article The best way to optimize your bid to learn more about creating successful campaigns.
How do you use bulk files?
To maintain a productive Amazon account you have to perform bulk operations often. Daily bulk operations are needed for normal account functioning and development include tasks like bid optimization, placement correction, adding positive and negative keywords etc.
Once you understand the value of bulk files in account optimization, you won’t mind less colorful surroundings. The most important thing is to understand the structure of these files and find patterns that will help you make changes fast. You can change basically everything in Sponsored Products and hopefully the amount of possible changes will expand for Sponsored Brands and Display.
Three steps for using bulk files
First thing you need to do would be to uncheck everything and make sure the whole bulk file is downloaded. Once you have the whole account in an Excel file you can start analyzing and optimizing every part of the account.
For example, if you need to find all keywords that contain ”pink shirt” and increase their bids, you will follow these steps:
- Find – It’s relatively easy to find whatever you need filtering out the right Record type and keywords that contain “pink shirt”.
- Change – When you find what you need, you can make the changes. In this case, change the bids to whatever level you want.
- Save and Upload – Make sure your file contains changes you made and then save it.
By using bulk files you will get these benefits: saved time, better campaign overview and reliable data. Accounts sometimes need very specific changes and they need them fast and with bulk files you will be able to act in real time. If you are an advertiser, you will be able to provide clients with quick answers backed up with reliable numbers.
If you have lots of active campaigns, with bulk files you will be able to pause thousands of words and create plenty of new campaigns at once. They allow you to automate most of the tasks and unlike most software solutions, allow you to make very specific changes.
To learn more about bulk files be sure to check out this guide.
About the author
Ana Bačanin is an Amazon PPC expert with over 4 years of advertising experience. She started her career in an ecommerce company where she specialized in Google Ads. Now, she works as a Senior PPC Specialist at Sellers Alley where she is involved in Amazon advertising for small to medium brands.