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Amazon PPC - "Catch-All" Auto Campaigns

Published on February 13, 2020

About this video

In this video I share one PPC strategy with you, to use auto campaigns to generate cheap sales with "catch-all" campaigns.

Auto "catch-all" campaigns are there to advertise your products at seriously low bids, targeting second, third pages of Amazon search results.

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Transcript

hi everyone this is Jelena from Amazonia PPC and today I wanted to share a quick Bibi sit up with you how to use automated campaigns to generate very cheap sales we have tested this out in our accounts and it mostly worked for Europeans accounts for some reason it works a little less in the US accounts but here's the here's the idea I'm going to share it with you can test it out and see if it works for your specific account in the end you will never know unless you spend a little money on testing so basically automated catch-all campaigns this means one you should create one automated campaign dump all your product portfolio meaning all lace and SKUs or variations in it and target all the products that you have in this campaign you should split your ad groups into four groups each targeting group should have its own ad group meaning one for substitutes one for compliments one for close match and one for the loose match and your bids in these are groups and in generally speaking in the automated campaign should be extremely extremely low I'm talking something like 5 cents bid of bits per ad group and the reason why we set this up is because we want these sales to be extremely cheap so we don't want to pay for you know some extreme amounts of money per click we just want to make sure that these clicks that we get are cheap and the reason why we put all of our products in it is because you want to make sure that Amazon can push out any product variation or any you know SKU that they find suitable and in a given situation there are two ways that you can use this capital campaign automated campaign for targeting well the first way would be through using it through placements and it works sort of you basically you should set up aside for this extremely low CPC bids like five cents you should set up a placement bid adjustment to give a lot more advantage to rest of the search meaning you are intentionally targeting fourth fifth page of the search results so as you probably already know not a lot of sales are going to come through there because not a lot of customers scroll through the search results page and then even get to the fourth or fifth page but there wants to do they actually came through a search so they typed in something and it generated your ad and triggered your ad and then you showed up and you didn't show up in the first page or in the second page where usually the most relevant results are but instead you showed up in the third fourth maybe fifth page where you know Amazon already starting to place whatever they can that has any kind of relation to the to their search so when you show up on these pages there's all kinds of irrelevant results and your ad that is usually the most relevant thing that they can find on the page on their search and once they click on it you get that relevant click for something like five cents up to ten cents with bid adjustments so this is one of the ways where you can intentionally wait them out on these you know less appreciated placements and get that cheap sale it's going to be cheap because you didn't pay for a lot for these clicks we usually see an average of like 10% a costs on these automated catch-all campaigns so that's the first way how you can use it a second way how you can use it is through day parting but you will need a tool that allows you to do this like for example PPC entourage has this functionality where they allow you to use stay parting as an option so that you can choose you know some hours that you can see that aren't so frequent for your product meaning if you know for sure that your customers they are mostly searching for your products in the afternoon hours you're not going to target those hours you instead you're going to target 2:00 a.m. 3:00 a.m. after 6:00 a.m. you know when people are in the middle of the night and maybe well maybe you know some evening hours before the new days being counted because most of your competitors budgets are daily budgets are going to be depleted by then so you come in with your cheap offer and Amazon is going to push your ads even then because they they don't have a lot of advertisers available for advertising at that time so even with your cheap offer you are between the only ones that actually are offering to advertise for it and that's how you end up with another cheap sell so we have split tested both versions they work really really well for us averaging at around 10% a cost on these cheap automated campaigns and now have become one of the mandatory parts of our strategy dollar accounts the tests that least test whether it's going to work or not but with these campaigns it's important to keep in mind that they're like a complimentary thing they're not going to drive the maximum of your sales and be the driver of your success they're just going to be like an additional couple of nice cheap sales that you could still get and that's like a you know like a complementing potential to them but not actually you know going to drive the maximum out of it if you want to know you know which products if you want to get started with automated campaigns then and see you know whether specific type of keyword targeting or product targeting will work for them then it's better to invest in separating them individual agents have its own keyword you have its own automated targeting campaign even break it down by variation because you never know which one is going to work in which isn't so that being said automated cheat campaigns the calculate also called capture all campaigns used either through placement bid adjustments and targeting all those lower placements lower end placements that are so cheap for you either through day parting that's targeting the hours of the day where there's not a lot of competition it takes some testing but when it when it does give a results usually gives good results so try it out let me know how it went and good luck

Frequently asked questions

Q: What is a catch-all auto campaign in Amazon PPC and how is it set up?

A: A catch-all auto campaign is an automatic Sponsored Products campaign that includes your entire product portfolio, with every product in its own ad group. The bids are set extremely low, in the range of five cents, and the campaign runs on fixed bidding to maintain that cost ceiling. The goal is not maximum visibility or sales volume but rather generating occasional, very cheap sales across your catalog by appearing in lower-traffic placements where competition for ad space is minimal. It is a complementary layer that sits alongside your main campaigns, not a replacement for intentional keyword or product targeting.

Q: Why would I deliberately target lower search result pages instead of page one?

A: By the time a shopper reaches page three, four, or five of Amazon's search results, most of the listings they encounter are only loosely relevant to what they searched for. If your product is genuinely relevant and appears among those results, you stand out as the most useful option on that page. The cost of those clicks is far lower because fewer advertisers are competing for those placements. The tradeoff is lower traffic volume since most shoppers never scroll that far, but for the clicks that do come through, the ACoS on these campaigns tends to be significantly below average.

Q: What is day parting and how does it work in the context of a catch-all campaign?

A: Day parting is the practice of running ads only during specific hours of the day. Amazon does not offer native day parting controls, so it requires a third-party tool. For a catch-all campaign, the approach is to identify the hours when your category has low search volume and most competitors have exhausted their daily budgets. Running low-bid ads during those off-peak windows means your ads may be the only ones actively serving, which allows even a five-cent bid to win impressions and generate clicks at very low cost. It works best as a supplementary tactic for sellers who already have strong core campaigns running during peak hours.

Q: What four ad groups should a catch-all auto campaign contain?

A: Amazon's automatic targeting system has four targeting sub-types: close match, loose match, substitutes, and complements. Giving each of these its own ad group within the catch-all campaign keeps the search term data organized and allows you to see which targeting type is generating the cheap sales and which is not. Without this separation, all the data from the campaign blends together and makes it impossible to evaluate or optimize each targeting approach independently.

Q: What kind of ACoS can I expect from a catch-all auto campaign?

A: When the strategy works as intended, ACoS on these campaigns tends to average around ten percent, which is significantly below what most primary campaigns achieve. This is because the cost per click is extremely low and the clicks that do convert are coming from shoppers who scrolled far enough to find your product and chose to click it deliberately. The sales volume from these campaigns is modest by design, so the main value is in the profitability of each sale rather than the number of sales generated.

Q: Is the catch-all campaign strategy suitable for every account?

A: Not necessarily, and the results vary by marketplace. This approach has shown stronger performance in European Amazon marketplaces than in the US, where competition is higher and low-bid ads may simply not win enough impressions to generate meaningful data. The only way to know whether it will work for a specific account is to test it with a small budget over several weeks and monitor the results. If the campaign spends very little and generates no sales after a reasonable period, the competitive landscape in that category may be too intense for this approach to gain traction.