Recommendations: AI-powered suggestions to optimize your ads

Latest updated: May 21, 2023

 

1.Function Introduction

Strategy & Recommendations equips sellers with tailored strategies suited to the various stages of their product life cycles and provides actionable optimization suggestions. Sellers have the autonomy to accept or reject these suggestions. Upon acceptance, the system automatically adjusts the ad campaign settings to facilitate transparent advertisement optimization.

 

2.Use Cases

New Product Promotion Period: For products in the potential and growth phases, it is advisable to employ strategies aimed at expanding sales volume. You may set the target ACoS (Advertising Cost of Sale) slightly higher than the current ACoS. Setting it too low could lead the system to recommend reducing all bids, potentially causing missed sales opportunities.

 

Stable Products Aiming to Control Costs: For products that have stabilized in the market, combining strategies to expand sales volume and control costs is beneficial. Set the target ACoS at or slightly below the net profit margin to aim for absolute profit goals.

 

Long-tail Products for Clearing Inventory: If there is ample stock and the goal is rapid sales, use strategies to expand sales volume with a relatively high ACoS to prioritize speed. For limited inventory aiming for slow sell-off, choose cost control strategies with a lower ACoS to maximize profit.

 

Uncertain Product Lifecycle: If the product lifecycle stage is unclear, select a strategy based on the campaign's business objectives. If there's a desire for rapid expansion and the budget is sufficient, opt for an "expand sales volume" strategy. However, if the advertising budget is constrained, a "control costs" strategy would be more appropriate.

 

3.Usage Conditions

Supported Ad Campaign Types: Only Sponsored Products (SP) ad campaigns are supported.

Open Sites: There are no restrictions on sites where this function can be used.

Function Exclusion: The 'Strategy & Recommendations' feature cannot be activated simultaneously with intelligent optimization tools; a single ad campaign can only use one feature at a time.

Strategy Constraints: Ad campaigns cannot simultaneously apply "Efficient Incremental Delivery" and "Reasonable Budget Allocation" strategies.

 

4.How to use:

4.1 How to create a new strategy?

Step 1: Click Strategy & Recommendations - Strategy Center  - Create New Strategy. Xnurta currently provides four strategy templates (with more on the way), including:

Strategy Type	Strategy Template	Required Metrics	Functional Features of Strategy Template
Increase Sales	Increase Spend and Increase Sales	ACOS	Targets an aggressive budget and bidding strategy at your specified ACOS to boost sales.
	Add On High Potential Targeting	/	Enhances your existing targeting by providing additional keywords/products related to your promoted items, increasing potential sales opportunities.
Control Costs	Reasonable Budget Allocation	ACOS	Allocates a limited budget to ad campaigns with better conversion, prioritizing times more likely to generate sales.
	Inefficient Traffic Cleanup	/	Identifies and reduces low-performing keyword/product targets based on current settings, helping to prevent ad waste. Additionally, it suggests pausing placements that haven't produced orders within 60 days but have accrued significant spend.

 

You can select a strategy template that fits your business goals, click Create New Strategy, and enter the strategy settings page.

 

Step 2: Name your strategy, set the target ACOS, and associate it with relevant ad campaigns. The interface will display all ad campaigns that can be linked to the current store. Select the desired campaigns and click Confirm to finalize the strategy creation.

 

4.2 How to manage strategies?

4.2.1 Access

Navigate to Intelligence Center - Strategy & Recommendations - Strategy Management

 

4.2.2 Create New

Choose an optional strategy template to start with.

 

4.2.3 Edit

Modify aspects like the strategy name, target ACOS (note: changing the target ACOS will invalidate current optimization suggestions, so adjust with caution), and associated or unbound ad campaigns.

 

4.2.4 Delete

Strategies can be deleted in batches or individually.

 

4.3 How to use optimization suggestions？

Access: Go to 【Strategy & Recommendations】-【Optimization Suggestions】.

Actions: On the optimization suggestions page, Xnurta provides several options for handling each suggestion:

Accept: Automatically modifies your ad campaign settings if the suggestion is deemed reasonable.

Edit: Adjust the budget or bidding as necessary if the suggestion is partially reasonable.

Ignore: Disregard the suggestion if it does not align with your strategy.

Other: Remove an ad campaign from receiving future suggestions if desired.

Customize the columns to view related data of ad campaigns to better assess the viability of each optimization suggestion.

After accepting a suggestion, the system initiates a 7-day observation period during which no further suggestions for the same keyword will be made (e.g., if "blender" bid adjustment is accepted, no further suggestions for "blender" will be offered for 7 days). However, this does not affect other keywords or different types of suggestions (e.g., budget or overall bidding strategy) for the same campaign.

 

4.4 Operation logs

The operation log serves as a comprehensive record of all actions taken related to optimization suggestions within the account. You can tailor the logs to show specific entries by filtering according to the operator, campaign label, ad campaign, optimization type, and operation type. This feature enables users to track changes, review past decisions, and ensure accountability in ad campaign management.

 

5.FAQ

Why have I created a strategy and associated it with ad campaigns, but no suggestions are being pushed?

There could be several reasons why suggestions are not being generated for your strategy:

Campaign Performance: The campaign might already be performing well, with the ACoS (Advertising Cost of Sale) nearing or aligning with the target ACoS. In such cases, the system may not identify a need for further optimization.

Insufficient Data: Suggestions are dependent on the availability of sufficient data from associated ad campaigns. A lack of comprehensive data might prevent the system from generating reliable suggestions.

Supported Suggestions: The current iteration of the Strategy & Recommendations tool does not support bid adjustment suggestions. Additionally, other adjustments such as budget changes and adding negative keywords are considered less frequent actions and might not trigger suggestions regularly.