While managing your discovery campaigns on Amazon, such as auto, broad match, phrase match, or category targeting campaigns, you may find that your ads appear on irrelevant or low-converting search terms that may not be driving significant growth to your brand.

This is where negative target optimization comes into play.

The aim is to identify search terms that have received sufficient clicks but haven't resulted in orders for our brand, or have resulted in orders with excessively high Advertising Cost of Sales (ACoS).

By adding these terms as negatives, we ensure that our ads won't be displayed for them, thus reducing wasted ad spend.

Unfortunately, Amazon currently lacks an automated option for this process. You have to manually review the search terms of individual campaigns and identify terms that can be added as negatives.

Alternatively, you can download your Sponsored Ads search term report from the bulk sheet console and analyze it using Excel/Google Sheets, then add the identified terms as negatives through the bulk sheet.

However, platforms like Adbrew allow you to simply set up rules to automatically identify underperforming terms and add them as negatives based on your defined criteria.

Amazon provides placement-level data for three distinct placements of your Sponsored Product ads: Top of search, product page, and rest of search. Additionally, it offers the flexibility to increase your base bid by up to 900% for any given placement.

Automating budget management involves allocating more budget to campaigns that are driving sales at a desirable Advertising Cost of Sales (ACOS), while reducing budget allocation to campaigns that are not yielding satisfactory results.

Amazon provides a feature called "Budget Rule" to automate the budget management process.

Here's how it works:

Firstly, it offers two types of rules: schedule-based and performance-based.

Schedule-based rules allow you to automatically increase the budget of a campaign during specific time periods.

Intraday ad optimization is all about adjusting your bids during different hours of the day and days of the week based on the hourly performance of your ads.

Since Amazon introduced the Marketing Stream, platforms like Adbrew have enabled users to understand their ad performance at an hourly granularity, subsequently setting up dayparting automation to adjust bids based on hourly performance.

Fortunately, last year Amazon also started providing hourly performance ad data and the capability to schedule bids at an hourly granularity within the Amazon ad console itself, allowing more and more users to adopt the intraday ad optimization.

To access hourly performance data, navigate to the Sponsored Ads Report section, select the campaign type, set the report type to “campaign,” and choose the time unit as “hourly.” This report will provide you with your hourly ad performance for different campaigns.

Once you have comprehended how your ads perform at different hours, you can open your campaign, navigate to campaign settings, scroll down to the bid optimization section, and click on "Schedule Bid Rules".