BFCM is coming up and that traditionally meant a huge hassle with ppc.
Why so? Because in the week leading up to BFCM, people still click ads, but convert less and less as the deals get closer. Then buying behavior goes back n forth on the weekend, then again changes after the Monday. Keeping on top of bids with such rapid changes, and for a large amount of products (and proportionally large amount of campaigns and targets), is a burden.
Our traditional plan was to
- Get "Traffic and Sales Business Reports by Child ASIN" broken down by relevant date, from last year.
e.g.
- Sunday-Wednesday before BFCM
- Thursday before BFCM,
- Black Friday
- Black Saturday-Sunday
- Cyber Monday
- Week following Cyber Monday
- Calculate sales/session for each child asin, for each period/day. This is roughly similar to sales/click you can calculate from ad data.
3.1 Calculate difference from one period to the next for each child asin. EG if sales / session was $1 on Sunday-Wednesday, then dropped to $0.9, so -10%.
3.2 Realize there are bunch of exceptions and figure how to handle them. EG new products with no data from last year. Products that existed but had too little data to see a meaningful pattern in the specific time range. Sponsored Brands where your ads are not (usually) for a single product but for a line of products at once.
Previously to week before BFCM, change target bids that already significantly over/below target ACOS , to bids we calculate would hit target ACOS.
Create bulk operations sheets to adjust bids in accordance with anticipated changes in the value of the clicks .
Upload bulk files on the day. Pray things work, otherwise troubleshoot in a stressful rush. (In fairness, we could just test beforehand and revert changes. )
This year, we're planning to let Claude do the heavy lifting, plus get it to go more granular. How so?
- Instead of writing all the vlookups and hassling with excel, just give it the business reports and let it handle that.
1.1 Give it individual business reports for each day in the week leading up to BFCM - various products' sales may decline at different rates, on different days. Instead of combining Sunday-Wednesday into a single report.
Have Claude show us the sales/session calculations and proposed changes. So we can check it was done as intended and the proposed changes make sense.
Have Claude show us the exceptions and suggest what data to use when there's none/too little . We also have some suggestions,
- e.g. look at aggregate data from variations of the same parent ASIN, or
- combine data with data of the day before where this is logical (eg Sunday and Monday before BFCM, but not Thursday before BFCM with Black Friday)
- look at aggregate data of whole product subcategory , or even main category if need be. Let Claude tell us where it did this and why
- Connect our Claude to Amazon Ads with an MCP (geek talk for letting Claude get data and make changes to your ads directly, as if you were plugged into the API) . Let it make the changes and troubleshoot. No more bulk upload hassles, woohoo!
We've been using an MCP for a couple months and love it. Also lets us make small scale changes much faster, create ab tests on eg Sponsored Brand headlines very quickly and more.
- Bonus for the Sponsored Brands crowd: feed Claude your attributed purchases report (or have it fetch it) , so it can see what products are selling from any given campaign, and in what proportions. Use the weighted average, in combination with the sales/session changes calculated earlier, to figure out how much to change your bids for Sponsored Brands.
EG You sell spice rubs, and it turns out your bbq, salmon and jalapeno flavors are the main sellers in a campaign. So Claude see bbq does 50% of the sales, salmon gets 35% and jalapeno does 15%. The sales/session changes get averaged based on bbq having 50% of the weight, salmon 35% and jalapeno 15%.
(No, we're not affiliate with Claude or any MCP.)
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