Process Overview

1. Download Bulksheets every regular interval (e.g. every 7 days).
2. Filter by Keywords and Products Targeting
3. Segregate by:
   1. ACoS over Target ACoS (Not Profitable) - high ACoS over BE ACoS
   2. ACoS below Target ACoS (Profitable)
   3. Clicks but no Sales (Not Profitable)
4. For Non-Profitable Campaigns - slowly decrease max bid by either:
   • Decreasing the spend on that keyword or that product target a little bit. And you want to do that slowly, slowly in hopes of decreasing your cost per click or decreasing the number of impressions for a better conversion
   • Dropping your max cost per your max bid or your cost per click because that's gonna cost you less per click which is gonna make your spend on advertising less.
   • if it's a bleeder keyword which means it's spending a ton of money and it's not making you any sales, it'll slowly, slowly show the ad to less and less people until it either starts converting or you kill it.
5. For Profitable Campaigns - either leave as is or increase max bid (depending on desired strategy)
6. Exceptions for keywords that are intended to have high bid for higher rank
   • So on all my products, there is like one or two golden keywords that have massive amounts of traffic. For those keywords, I will not even care what the ACOS is. I will continuously spend more money and lose money on those keywords just because it drives my rank up so high. And because of that, I get so much organic sales, it covers the loss from spending on PPC. So even if I'm spending $50 a day on it, because of that, I'm selling $200 a day in profits worth.
   • You can try and increase the max bid and then see what happens. And if it's not favorable, just drop it back down to where it was.

Analyzing and Editing the Bulksheet

1. Follow the steps to Downloading the Bulksheet.

2. Follow Steps 1-4 on Sponsored Products Campaigns Bulksheet.

3. Filter Entity [Column B] by Keyword and Product Ad

4. Sort the data by ACoS [Column AR] from Largest to Smallest.

5. Review ACoS [Column AR] and identify all rows with above 50% ACoS.

6. Go to Bid [Column AB] and lower the bid.

   • There’s no specific answer as to how much the bid should be or how much you should decrease it by. There are a lot of factors that need to be considered like what your product is or what niche you're in.
   • This is a trial and error but it’s important that you do it gradually and closely monitor the changes. Decrease by a tiny amount and monitor, and then decrease again and then monitor, and then decrease again and then monitor. As long as you're going slow and steady, you shouldn't have any issues.

   <aside> ‼️ IMPORTANT: Do not drop your bid too low. When you drop it too low, for example you're at a $1.90 and then you do a 50% decrease and drop it down to $1, the keyword pretty much shuts down. Your PPC will stop getting you sales. You will stop getting organic sales because your PPC is slow.

   </aside>

   • And if it's going in a favorable direction, keep going. If it gets to that sweet spot, that's fine. If you drop it a little bit too much and now it's in an unfavorable situation where it's like not getting you anything, then you can bring it back up. And since you only made a small change, it's not going to be a big deal versus when you do a drastic change.

7. Highlight the rows with 0% ACoS:

   1. Click Sort & Filter
   2. Untick ‘My data has headers’
   3. Sort by: Choose Column AK
   4. Order: Largest to Smallest

8. Review Clicks [Column AK] and highlight the rows with 3 clicks and above with 0% ACoS

   • Review the rows with the highest Clicks where you’re not getting any sales
   • Lower the Bid [Column AB] for these Keywords or Product Targeting following the guidelines in Step 6 above.

9. Save your file by pressing Ctrl+S to Save or F12 to Save as.

10. Upload your bulksheet by following the steps on Uploading the Bulksheet.