In Autron, setting up your advertising goals is a strategic task that can significantly impact the success of your campaigns. Let's explore how to establish both global and individual product goals within Autron.
Global Goal
The Global Goals feature provides a broad stroke approach to your advertising strategy. This is where you can set objectives that Autron's AI will apply across all your advertising.
Here's how to set a Global Goal:
Navigate to the 'Goals' tab in your Autron dashboard.
Select the 'Global' option to apply a universal goal across all products.
Choose your main objective, such as 'Maximize Sales', to prioritize revenue across all campaigns.
Set your Target ACoS % to reflect the proportion of spend against sales.
If you're launching a new product, consider enabling Turbo Mode
Activate Autron by clicking 'Launch Autron!'
💡 Tips:
Maximize Sales: Start with this objective to align your campaigns with revenue growth.
Realistic ACoS Target: Begin with an ACoS close to your historical average, then gradually adjust to your desired target over 60 days for smoother optimization.
Consider the Global Goal as the master control for Autron's advertising management. If you disable Autron within your global goal, Autron will cease managing your advertising efforts, effectively pausing its activity on your account.
Maximizing Sales vs. Maximizing Profit
Maximizing Sales Objective
This objective is centered on driving the highest possible sales volume. It's ideal for product launches, periods of aggressive growth, or when expanding market share is more important than immediate profitability. By focusing on maximizing sales, Autron targets a broader audience, potentially sacrificing short-term profit margins for long-term market dominance.
ACoS (Advertising Cost of Sale) Target: This is the ratio of ad spend to sales revenue. Targeting a specific ACoS means you're balancing ad spend with the revenue you aim to generate directly from those ads.
TACOS (Total Advertising Cost of Sale) Target: TACOS takes into account the total sales, including organic ones. Targeting TACOS is a more holistic approach, aiming to correlate ad spend with the overall health of the product's sales, not just the sales generated from advertising.
Maximizing Profit Objective
Choosing to maximize profit means Autron will optimize campaigns for the highest return on ad spend. This objective is suitable for products that have reached a stable position in the market, where the priority shifts from expanding visibility to enhancing the profit margins of each sale. Here, the emphasis is on cost-efficiency over volume, fine-tuning campaigns to attract buyers who are more likely to purchase without necessitating a high ad spend.
Turbo Mode
Turbo Mode is a setting within Goals that can be toggled ON/OFF for both Global Goal or Product Goals. When Turbo Mode is ON, Autron aggressively bids to establish impressions and clicks for every keyword or product target within its campaigns. Ideal for product launches or boosting visibility, this mode prioritizes these metrics over ACOS/TACOS targets.
To enable Turbo Mode, navigate to the Goals settings in your dashboard. You will see a toggle switch for Turbo Mode under both Global Goal and Product Goals sections. Once Turbo Mode is enabled, monitor your campaigns closely to ensure they are meeting your visibility and impression goals.
Be aware that Turbo Mode can significantly increase your advertising spend, so you should monitor the results daily. We don't recommend running Turbo Mode continuously; instead, consider using it when you want Autron to generate more advertising impressions and likely conversions over short periods of time at the expense of efficiency.
Product Goals
For granular control, Autron allows you to customize goals at the product level. You can tailor objectives, strategies, and efficiency targets to accommodate different product margins, priorities, or life cycle stages.
Here's how to set up Product Goals:
In the 'Goals' section, switch to the 'By Product' tab.
You'll see a list of your products. Click on the product you want to set a custom goal for.
Define the objective and strategy for each product, adjusting for its specific needs.
Set individual ACoS targets considering the product's profitability and market position.
Consider enabling Turbo Mode if you're launching a new product.
Enable/disable the Goal for each ASIN, giving you control over which products Autron manages.
💡 Tips:
Selective Advertising: For parent ASINs with multiple child ASINs that differ minimally, such as size variations, consider advertising only the top-performing children. This can optimize conversion rates and advertising outcomes.
Avoiding Conflict: Ensure that Autron exclusively manages the advertising for an ASIN. Running simultaneous campaigns outside of Autron for the same ASIN can lead to bid conflicts and suboptimal results.
By setting both global and product-specific goals, you give Autron the information needed to optimize your Amazon PPC campaigns effectively. This dual-level approach ensures that your larger business objectives are met while also catering to the unique needs of individual products.
Remember, establishing a global goal is the trigger that activates Autron. Setting individual product goals, on the other hand, allows for precise control over the advertising of each ASIN. After configuring these settings, Autron may require a few hours to a full day to learn and optimize before campaigns start appearing in the Amazon Advertising console. While Autron autonomously manages your campaigns, the goals you've set act as your primary levers of control, enabling you to guide Autron's course as needed to align with your changing business strategies.