Steven Pope

I see a lot of people who create negation lists and that negation list goes towards every single campaign they do.

They don't think about the nuance of how each negation will play within each campaign.

Focus on your negations this year.

Don't neglect doing them, but also at the same time, don't overdo it.

I really, really don't want to see people just destroy the history of campaigns and really well-performing campaigns because they negate the wrong keyword.

Number five, set and forget in an hourly market.

I think this is just the most obvious pitfall everyone has ever seen, right?

PPC on Amazon is not set and forget.

Doesn't matter if you're just running auto campaigns.

Doesn't matter if you have a algorithm or a software or an AI that is doing bid optimizations.

Amazon PPC is not set and forget.

Say it with me.

It is one of those things that I see so many people think that, oh, I have this software that has rules and bidding adjustments, right?

And I have this ability of just auto campaigns running everywhere.

Doesn't

matter it's not set and forget at any point in time you have to be optimizing all the time and a lot of times even these softwares that theoretically optimize for you are not fine-tuned and tailored to every single category they're not fine-tuned and tailored to understand the full nuance of the campaigns right they don't understand that one search term is potentially again good in one campaign and bad in another and they don't look at negating things they turn it off entirely

So one thing I would really, really encourage every single seller to do, even if you're using a software, make sure it's not set and forget.

Be looking and optimizing your campaigns any chance that you can and look through to see to make sure that the software is actually also optimizing correctly.

You don't want to get into a situation where one of your highest relevancy keywords has a really bad weekend and then your software decides, I'm going to negate this keyword forever from now moving forward.

So I see it very often.