December

New features

1. Bidding Algorithm: Each Rule Can Have Their Lookback Period

The bidding algorithm now supports a custom lookback period. This new feature works for Sponsored Products/Brands/Displays.

Here are some possible applications for this enhancement:

1.) You can use a more extended lookback period with lower priority to factor in performing keywords that suddenly dropped bids due to a sharp drop in conversion.

This new feature mitigates the scenario where sudden seasonality changes cause bids to drop to no longer get traffic. Some rules look at extended lookback periods to pick up such keywords and to normalize bids upwards based on lengthier aggregated performance.

2.) You can capture and optimize low-volume keywords that do not have meaningful stats in a short period.

3.) You can segregate the lookback period between sponsored types.

Example: Longer lookback period for ads type with lesser traffic

4.) You can segregate the lookback period between products with different demands and volumes.

Example: Longer lookback period for products with lesser traffic

2. Bidding Algorithm: Enable/pause keywords based on performance

You can now set up bidding rules to enable/pause your keywords based on performance. This new feature works for Sponsored Products/Brands/Displays.

Previously, you may have set bids to $0.02 for non-performing keywords, which can be a nightmare if you also have inch-up rules.

Now, you can pause the keyword without changing the bids and set up another rule to enable it if sales attribution kicks in and prove the keyword to be performing.

Important Notes: 

• The system will not check Min/Max cap limits if the adjustment type is State Change. You can change either bid or state, not both. 
• Bid changes will only act on active keywords, not paused keywords.

3. Bidding Algorithm: Custom "Days to Ignore" value

The bidding algorithm now supports a custom "Days to Ignore" value. Works for Sponsored Products/Brands/Displays.

Note: For larger accounts with tons of bidding automation, using different lookback periods will cause the preview to load slower.

Use a longer "Days of recent data to ignore" along with an extended lookback period with lower priority to factor in performing keywords that suddenly dropped bids due to a sharp drop in conversion.

Mitigates the scenario where sudden seasonality changes cause bids to drop to no longer get traffic, as there are rules that look at extended lookback periods to pick up such keywords and to normalize bids upwards based on lengthier aggregated performance.

4. Import Algorithm: Import keywords based on include/exclude word lists

The import algorithm now supports importing based on include/exclude word lists, giving you more control over keywords you want to create in your ads.

a.) Include Word List

The rule will perform the import if the search terms contain ANY of the words you input.

Example:

If you have a "Christmas" campaign, you can target search terms containing "Christmas," "holiday," and "gifts" to import search terms in that holiday campaign.

Tips:

• You can target a competitor's "brand name" to import search terms related to a competitor's campaign.
• You can also target search terms containing your "brand name" to create them as keywords in your defense campaign.

b.) Exclude Word List 

The rule will NOT perform the import if the search terms contain ANY of the words you input.

You can use Include and Exclude to have granular control over the themes of search terms you want in each campaign.

Feature constraints:

• This only works for keywords (Sponsored Products/Brands).  
• No commas or spaces. Word lists should ONLY be single words. If you accidentally enter words with a comma or a space, there will be an error message. 
• The word doesn't differentiate between singular/plural. Therefore, you need to add singular/plural forms to include or exclude.

Enhancements

1. Import Rule: Create Keywords with Broad Match Modifier Match Type for Sponsor Brands

We have added a broad match modifier for the import algorithm. Note that this is ONLY applicable for Sponsored Brands:

This enhancement will help you refine your broad match campaign performance by ensuring broad keywords you're bidding on are always included in the search terms. If you assign a broad match modifier import rule to sponsored video, the rule will add + in front of every imported word.

Example: silicone spatula to +silicone +spatula

If you check your change log, the imported keyword should have + in front.

Note: If you assign a broad match modifier import rule to sponsored product ad, the rule will treat it as a broad match import

2. Bidding Algorithm: Support sponsored brands campaigns with multiple ad groups

Previously, Scale Insights could only capture one Sponsored Brand Campaign ad group and returned an error code for the other ad types. Now, it can capture all the ad group types in your Sponsored Brands Campaign under the Bidding Rule. 

Other Improvements

1. Bug Fixes

• We fixed the Import rule failing for the Japan Marketplace due to decimal places.
• We provided a fix when switching sub-account that sometimes causes a "Page not found" error when the previously selected account was editing product/rule/strategy/filter.

2. Ads Insights: Performance 

• CSV download now includes the keyword state column (enabled/disabled).