Amazon Ads Budget Estimation - Out of Budget Campaigns Overview

hi guys and welcome to another video on Amazonia YouTube channel in a previous video you could see how to use Amazon tools and see if you're Bing high enough on your brand branded keywords and in this video we're going to go a step further and I'm going to show you a tool within campaign manager that you can use to see if you're allocated enough budget to your campaigns uh and see if they can actually uh show your ads throughout the day stay with me because it's pretty simple and I'm going to break it down for you to find this um useful tool just go to the left please note it's in beta um it's not that accurate but it gives you enough information to make an important business decisions so H over to to the budget Tab and click and here you will be presented with um uh with this screen it can be overwhelming at the beginning but uh at the end of the day sorry at the end of this video you will know how to navigate through it first that you can see is that this little square over here with bunch of information so right off the bat you can see that 17 campaigns are out of budget or almost out of budget uh for today now please note that this budget tab here is only for sponsor products you won't see your sponsor branded uh campaigns here or sponsor display campaign so but since the majority of AD spend is going towards sponsor product ads you can be safe to to use this Tool uh for for uh to navigate your sponsor product spend so this gives you a breakdown what what's happening throughout the day so you in the recommendation is to increase your budget to avoid missing Impressions clicks and sales but more about it uh later on um this is now a breakdown that in last 14 days 18 of your campaigns um have missed opportunities as Amazon claims here so this is for today but in last 14 days they were in total 18 campaigns uh missing out on sales so this is an estimation so estimated missed sales is like 18K up to 50 something K and these are the estimated clicks and and estimated Mis impressions I'm going to go through each one of those and you will see that they're actually not the same that is Amazon is not sourcing this the information and estimation based on the same things over here and then uh the most uh one of the most useful things here is the graph so when you hover over you will see day by day what is your average time in budget here so is it 80 3% 70% or uh they they even um tease you with these estimated M Sales like 1K up to 5K a day now uh the bad thing and it's probably because it's still in better is that you cannot see the last few days of uh your campaigns and if they were in budget or out of budget so usually it's delayed by by at least three 3 to four days so but still it it will give you an information how things are going for you now this account we lowered the budget for the whole month of November and December because of the seasonality of the products advertised um and we don't have any issues with the fact that many campaigns are uh not hitting the the daily budgets in order to show the ads throughout the day but uh anyway you can filter out whatever you like here and uh as soon as you apply filters here now this is similar to what you have in campaign manager uh if you filter out by let's say campaign type if that's available or okay targeting type whatever manual versus automatic let's see if our automatic campaigns how they're standing and versus manual campaigns you can also filter out by by the campaign name if you use and you should be using some naming commen for the campaigns in order to uh better move around campaigns uh for example I like to have SP for sponsor products and I have a specific name that I use if it's an auto campaign if it's a sponsor display sponsor Brands is it the ranking campaign is it like are we biding on generic keywords brand branded keywords Etc so if you follow that rule you can quickly uh filter out the campaigns like only ranking campaigns am I having enough budget for ranking campaigns and uh you see by having a proper naming convention for your campaigns this tool the budgets tool within Amazon campaign manager is becoming more powerful because even though that you don't have that detailed uh filters by having a proper campaign names across the board you can actually use it more more wisely but to illustrate the how the graph is changing depending on your uh filters so let's uh switch to automatic and by switching here and changing the the date range you can see see that our automatic campaigns are I think in somewhat better situation but quite similar to the um manual one so you can see what you're missing out on uh automatic campaigns versus what you're missing out for example on uh manual okay it's actually quite similar but when you filter it out like this then we you can see further details down the page now it it's a lot of metrics but stay with me it's pretty simple when you break it down so we have campaign type you can remove every anything that you don't need like I removed start data and dat you can even remove bidding strategies and whatever you think it's not necessary and I'll show you at the end of the video what I actually use out of all of these um so you immediately have the status Auto Budget campaigns delivering campaigns Etc so then the this the campaign type and the beating strategy uh sales return on ad spend a cost average time in in budget this is actually the the most useful thing so immediately you see and I saw it by the average time in budget you can immediately see that there are these um five campaigns that are not they're not having the enough budget to manage throughout the day um and then you have your budget and the recommended budget uh this is the recommendation and I please go and and click the the tool tip and read about it how they do it and what do what does Amazon recommend but in in short I don't trust the data at all and I'll show you why uh Amazon would be more than glad if you just hit apply and add all of these changes to the to the budget but take a look what what the logic says these the these numbers are way overestimated for example here um take a look at this one so okay it's a small budget it's $5 per day but uh average time in budget is 98% that's on average in the previous like two weeks almost uh 98% of time the campaign is in budget it has 5 per day and the recommendation to hit those two additional percent of visibility Amazon is recommending to increase the budget more than double and same goes for the other ones like this one is like on what's this like only 25% is missing and they're more than doubling almost tripling the budget so be careful if your if your pockets are deep go crazy but I I don't think it's necessary uh but it's there just so you know what's recommended but I never follow that um it's may be useful for some some of the days like we're now in the in the Christmas shopping season and maybe you just want to be sure that you meet the the daily goals in in budget you just hit apply on all of those and just apply all but be careful then to lower that once the Christmas is uh behind us further down you have estimated Miss sales estimated Mis Impressions and estimated misclicks the difference between these two so uh you can group estimated misses and estimated Mis Impressions because they are uh the way Amazon is estimating this one so they do it like they they base this on fact fact sorry they they base this on factors that may include may include estimated M clicks and historical sales and they um put here uh disclaimer that it is an estimate not a guarantee of actual sales and some campaigns may not have enough data to provide an estimate sorry uh well and that goes for the M Impressions uh too but the difference comes when uh we see the estimated M clicks because you can see that this is also based on factors that may include historical performance but also of performance of similar campaigns that didn't run out the budget so they use some probably machine learning that takes this campaign that that's limited by budget and they compare it by the performance by the budget by the CPC and all the other metrics and they estimate okay if this campaign is similar to the other one who's performing well this is what you uh potentially miss but that's just an estimate I I wouldn't really uh compare that to because you don't know what are the keywords okay you can you can compare for example it's the same CPC it's I don't know whatever metrics are the same based on what Amazon is thinking but um I'm not sure that machine learning is capable of defining is it are those two campaigns different for example one can be used for ranking and the other one can be used just on broader terms or uh maybe one is long long longtail keywords like up to three or four five words and the other one is only one or two so you cannot um compare that those because it's not actually Apples to Apples and the rest is just the basic information as you as you have in the campaign manager so impression clicks clicks R SP cpcn orders what I do and this is how I set it up so I don't really want to look at all of these so I turn off the RAS I turn off the estimated Miss sales Impressions clicks yes you you can really easily forget all of that because it's just not um it's not it's not precise and we can remove smart bidding strategy okay now it's it's a bit more clear um uh if you do did a good job on the campaign names then you can also remove the type and have really a good overview of what's happening over here now what I do here um and typically I do this every every week or so depending also on the seasonality on the type of the account because it doesn't make sense that you check this every day you make changes and you see like for example in five or six days what's happening because um graph is as I said is it's delayed what you can do uh always is just use your best guess log in uh every few hours to your account and see if there are any campaigns running out budget or not and that's the best uh option but if you cannot afford to sit by your laptop and and and follow all of that then use this graph so what I do here is just I roughly estimate and see okay I you can sore by spend and see okay are of my top spending campaigns because most of the times uh those campaigns that you spend most money on are actually the most important ones so I want to check the most important ones first because I don't care for the for the rest of the campaigns this is is only manual now but never mind so I can see that my top spending campaign from the manual ones is 75% in budget and I have 30 um Euros per day of AD spend so I can then see okay uh this is my a cost does that align with my target a cost does that align with my profit margin and adjust according so so I don't care immediately like if I'm missing 25% off of of budget to be available for my ads to be available throughout the day I don't want to just immediately increase the budget even by 25% compared to what's available right now but I just want to always H always have that context in your mind so does this align with my kpis my weekly goals monthly goals quarterly goals yearly goals and if it if it does then forget about what Amazon is suggesting and that's always the best judgment to see don't be caught up in sales don't be CAU up in in Revenue you need to think about your profits um so I would just go ahead every week and and see if this has changed and update accordingly I would look at the cpcs and just estimate how much can I afford to increase the good thing is that you can increase here you don't have to go through uh to every campaign and just um it would be time consuming what's also very useful is that here you can for example imagine the scenario where I don't know um you have let's say Prime day coming tomorrow and you just want to double all the all the budgets you can come here and you can select all filtered campaigns and just do a bulk option like a just budget or whatever um so you can use uh filters and say okay uh list me all the campaigns with with orders and Skip all with with zero orders because these are the ones that I want to increase my budgets or watch uh what's happening um it's worth noting that if you have a tool to utilize day parying that would be also a good idea for example because it's not the same if your campaigns are running in the middle of the night and and spending the budget over there okay there there's not much traffic during the night but still you can pull your heat map which I recorded um a while ago and pull a heat map and see where do your campaigns perform the best throughout the day and then you can use even the um Amazon's um how do they call it rule based bidding it's not perfect but it's something if you don't have anything or don't want to use anything else um and you can use those tools I can maybe record a video on that to it's it's another subject but you can use rule base bidding uh and create a rule to automatically increase your bids uh at a certain time frame say I don't know 1: p.m. throughout like I don't know 9:00 p.m. and have increased bids over there so set your bid lower like I don't know 50 50% 100% lower than what you want to have as an end bid and have that rule based bidding uh set to increase by 100% in your most important um part of the day and test and see if that maybe makes sense and you will still be out of the budget in probably the the same percentages but you will cover the the biggest uh the most important part of the day and show your ads to your potential buyer that would be it I thought it's going to be five minute video but I I kept talking uh so let me know if you have any questions and then um yeah see you in the next video bye guys