Here we will discuss the different situations in which an ASIN has no prior sales.
When an ASIN has no prior sales, the algorithm can not rely on historical data for optimization. One needs to force the algorithm to bid by controlling the traffic.
What you should do depends on the situation. Here are the possibilities we will cover in this article:
- Product launch
- Product already advertised through a strategy
Product launch
A product can be launched through a Sponsored product strategy with the Monthly Budget Target algorithm mode.
Just decide on a budget you are willing to invest during the launching phase and set it as a target. The AI will spend your budget while trying to maximize sales. After a month, you can decide you want to keep the strategy running, or move the ASIN(s) to another strategy, or switch the algorithm mode to ACOS target (only if the strategy generated at least 50 sales in 30 days).ACOS optimisation
The ACOS target should be higher than expected in order to let the algorithm bid high. If the ACOS target is too low, the algorithm will not generate enough traffic to sell.
For a start, one should not set any budget or spending.
After 2 days of advertising, one should check the spending on a daily basis to ensure the algorithm is spending within an acceptable range.
- The ACOS is higher than the ACOS Target. If the strategy converted at least one order a day for a week, one should set a target daily budget. Otherwise, one should wait for the algorithm to convert at least one order a day for a week. If it does not work after 2 weeks, one should follow the Monthly Budget Target strategy above.
- The ACOS is lower than the ACOS target, and the algorithm spends too little. One should set a min daily spend or increase the ACOS target in order to increase the traffic. Here are more details.
- The algorithm does not spend at all: one should pause the strategy and follow the Monthly Budget Target strategy.
Products already advertised through a strategy
The algorithm collects keywords and products to target and changes the bids in order to match the ACOS target. Below are a few reasons why an ASIN that is in a strategy might not convert:
Low traffic
The strategy does not have enough traffic. To verify that, one can check the impressions and clicks on the page Overview. One should follow the instructions for a product launch above.
Low ACOS target
The algorithm can not achieve the ACOS target for the given ASIN. To verify that, you can filter on the Strategy products in the Product Analysis page and compare the ASIN's spending to the rest of the product group. If the ASIN is spending but there are no sales, you should follow the instructions for a product launch above.