This question pops every now and then. One of the main reasons was auto campaigns’ success during the early days of Amazon PPC. In those days, PPC’s strategy was to create an auto campaign and let it run forever. That set-and-forget approach used to work for most of the launches. In those days, we could have indexed all possible kinds of random words in the listings to bring in traffic.
Amazon always wants to improve the customer’s experience. In doing so, the Amazon A9 algorithm has started paying close attention to relevancy.
Bringing in quality traffic (high relevant traffic) is more important than random traffic. It will let the A9 algorithm know what kind of traffic will be converting for the listing at hand. Hence, it will optimize the customer experience.
If the product is in the launch phase, Amazon A9 may not have any idea about the product. At that time, we don’t need to give control to Amazon. So, the recommendation is not to run any auto campaign during the early days of launch.
At launch, we can bring in relevant traffic for at least a couple of weeks before starting an auto campaign.
Do you have a launch strategy? If not, let’s have a quick chat to see if we are a good fit for each other. Go to the link and schedule a call: