Why great advertisers run products, not campaigns
If you run an ecommerce business your goal is to get sales, not spend money on ads, so a key advertising goal is “efficiency” - minimizing ad spend per sale. At the advertising campaign level this is “ACoS”, or “Advertised Cost of Sale”. This is defined simply as ad spend/ad attributed sales. One best practice for achieving optimal ACoS is to advertise only one product per campaign, but many people don’t do this because it’s hard, and one reason why we built Seller Ascent AI is to make advertising single products easier.
Why bother running single ASIN campaigns?
If you have two or more products and you advertise them together, Amazon will enter both products into the search term auction for a given term. A keyword that is relevant for one product may be less relevant for another - driving your campaign level and keyword level conversion rate down and your cost per click up.
This is particularly an issue for BROAD match terms which expand into different keywords that have different levels of relevance for a given ASIN. For example, the BROAD keyword “headphones” could expand to “in-ear headphones” and “comfortable headphones” which might have different relevance, click through rates, and conversion rates for each ASIN. But you won’t know, because putting two ASINs into a campaign blends the signals. You may be paying for clicks on a product that has lower reviews and converts better - but you won’t know.
Another related problem is reporting on advertising efficiency. To get your Total Advertised Cost of Sales for a product, you need to look at your ad spend on an ASIN and your total sales on an ASIN - but if your ASINs are running across multiple campaigns it’s difficult to pull out individual clicks and sum them up.
Single ASIN campaigns solve for optimization and measurement at high human cost.
The best way to solve this problem is to ensure that there’s only one product in a campaign. The best advertisers do this, but it’s difficult and time consuming because not only do you need to create the campaign, ad group, and targets, you have to regularly optimize and update the bids, targets, and budgets. This takes a lot of time because you have to create and optimize campaigns for each ASIN.
Really diligent advertisers create different campaigns for each goal they are trying to achieve (e.g. conversions, defending their brand, sourcing new terms, and more) which causes an explosion of campaign volume. It is simply too time consuming for most sellers to create single ASIN campaigns, optimize them, and it is even difficult to organize them! As a result, most sellers that operate at this level use an agency, and the amount of human effort required necessarily makes agencies expensive.
AI to your rescue.
We built an AI solution that replaces the human labor with artificial intelligence reasoning because we know that a) single ASIN campaigns work best b) smaller sellers don’t have the time to build and optimize those campaigns on their own, and c) smaller sellers don’t have enough margin to dedicate to an agency. Seller Ascent AI uses the best of the frontier large language models to create and optimize single-ASIN campaigns for you.
Some previous systems from other vendors have used rules to simply duplicate campaigns and apply changes across all campaigns for an ASIN. This is somewhat better than not having single-ASIN campaigns, but the campaigns are not created or optimized ideally for each product.
A key innovation in Seller Ascent is using the groundbreaking reasoning power of cutting edge AI to carefully craft each campaign for each ASIN’s differentiation, features, pricing, competition, and Amazon’s recommendations. And because we use AI to optimize, you can benefit from regular updates without paying substantial agency fees.
In addition we also make measurement faster and easier. We pre-aggregate all of your data at the product level so that you (and your Seller Ascent AI agents) can quickly understand how your SKUs are performing. We advertise and report at the product level. We also use Amazon’s SKU Economics and Brand Metrics reports to understand the retail behavior on a single ASIN basis.
AI single ASIN campaigns are an optimal approach to growing sales.
While Seller Ascent AI can’t promise growth, we can promise that every product is managed with a disciplined, data-driven structure designed to maximize results. The approach of fine grained, per-ASIN campaigns and regular optimization is a great pattern that provides all the control an expert account manager needs, and it provides all the data insight you need to understand how your products are performing.