Over 70 percent of Amazon shoppers never scroll past the first page so if your ads are not showing up in the right places, you are missing sales. Many sellers struggle with PPC simply because they rely on only one campaign type.
Auto campaigns offer wide reach but little control, while manual campaigns offer precision but require data to succeed. The key to better results lies in combining both. In this blog, we will break down how to use auto campaigns for discovery and manual campaigns for scaling.
Whether you are just getting started or working with an Amazon PPC agency, this step-by-step approach will help you lower wasted spend, increase conversions, and grow smarter.
Understanding the difference: Auto vs. Manual campaigns
Getting the most out of your Amazon advertising starts with understanding the difference between auto and manual campaigns, as each serves a distinct purpose.
|
Campaign Type |
Auto Campaigns |
Manual Campaigns |
|---|---|---|
|
Managed by |
Amazon |
Amazon seller |
|
How it works |
Amazon automatically matches your ads to customer search terms based on your product listing content |
You choose specific keywords, match types (broad, phrase, exact), and set individual bids |
|
Best for |
Discovering new keywords and gaining broad exposure, especially for newly launched products |
Refining and scaling successful search terms found in auto campaigns |
|
Control level |
Low control – Amazon decides where ads appear and how your budget is allocated |
Full control over targeting, bidding, and keyword selection |
|
Effort required |
Minimal – no need to research keywords or configure targeting |
High – requires keyword research, bid management, and performance tracking |
|
Ideal strategy |
Use to gather keyword data and test product visibility |
Use to optimize performance, cut wasted spend, and scale high-performing keywords |
Relying solely on one type of campaign is a common oversight among sellers. The most effective results come from strategically combining both auto and manual campaigns.
Start broad with auto campaigns, learn what performs, and then double down with manual targeting to drive profitable growth. Understanding this balance is key to long-term success on Amazon.
Why does combining both campaigns matter?
Combining both auto and manual campaigns gives you the best of both worlds. Auto campaigns help uncover new keywords and shopper behaviors, while manual campaigns let you take control and focus on what works.
When used together, auto and manual campaigns create a powerful feedback loop-auto campaigns collect valuable data, and manual campaigns use that data to drive better results. This approach helps reduce wasted spend, boost conversions, and scale more efficiently.
For Amazon sellers in Australia, where competition is growing, this balanced strategy ensures your ads stay relevant and profitable. It’s not about choosing one, it’s about making them work together for long-term growth.
A common mistake by Amazon AU new sellers
- Running only auto campaigns and never transitioning to manual.
- Starting manual campaigns without any keyword data.
- Guessing keywords without testing performance first.
- Ignoring valuable data from search term reports.
- Overspending due to lack of targeting precision.
- Missing the benefits of combining auto and manual campaigns.
A step-by-step strategy to combine manual and auto campaigns on Amazon
Step 1: Launch auto campaign first
Start by launching an auto campaign to let Amazon gather data based on your product listing. This helps you discover which search terms real customers are using to find your product. Auto campaigns are especially useful in the early stages when you may not know which keywords will perform well.
Allow the campaign to run for at least one to two weeks to ensure it collects enough data for meaningful analysis. Focus on search terms that bring in clicks and conversions, and take note of irrelevant ones.
This data becomes the foundation for your manual campaign and helps you avoid guessing. Think of the auto campaign as your research tool, not your long-term strategy.
Step 2: Monitor search term report
One of the most important steps in combining auto and manual campaigns is monitoring your search term report. This report shows exactly which keywords shoppers used before clicking and buying your product.
Start by checking it regularly in your auto campaign to see which terms are bringing in sales. These are the keywords you should move into your manual campaign for more control and better performance.
Use them with exact or phrase match types and adjust bids to maximize results. This not only improves your targeting but also helps cut wasted spend. Over time, this simple habit can significantly improve your Amazon advertising results and help you scale smarter.
Here, you can also opt for an Amazon marketing agency to fine-tune your strategy, manage bids more effectively, and ensure your campaigns are optimized for long-term growth.
Step 3: Launch the manual campaign
Once your auto campaign has gathered enough data, the next step is to launch a manual campaign. Start by reviewing your search term report from the auto campaign. Identify high-converting keywords with solid click-through rates and good sales performance.
Add these keywords to your manual campaign with a mix of match types broad for reach, phrase for relevance, and exact for precision. Set competitive bids based on past performance and adjust gradually as data rolls in.
This allows you to take full control of your targeting while building on proven search terms. Over time, this strategy helps you scale what works and reduce wasted ad spend.
Step 4: Use negative targeting in auto campaign
Once you’ve launched both auto and manual campaigns, one key step is using negative targeting in your auto campaign. This means blocking specific keywords in your auto campaign that you’re already targeting in your manual campaign.
Because it prevents both campaigns from bidding on the same terms, which can waste your budget and skew performance data. By adding converting keywords as negatives in your auto campaign, you let manual campaigns take full control of those high-performing terms.
This improves efficiency, avoids internal competition, and gives you cleaner results. It’s a smart move that helps your overall Amazon PPC strategy stay focused and cost-effective.
Step 5: Continuous optimization
Getting the best results from Amazon ads begins with launching an auto campaign to gather keyword and shopper data. Run it for at least one to two weeks to collect meaningful insights. Next, review your search term report and identify keywords with strong click-through and conversion rates.
Use those keywords to launch a manual campaign with targeted match types and custom bids. At the same time, add those terms as negative keywords in your auto campaign to avoid overlap. The final and most important step is continuous optimization.
Check your reports weekly, adjust bids, pause poor performers, and continue testing new ideas to improve your return on ad spend over time. Incorporating regular Amazon keyword research into this process ensures you’re targeting the most relevant and high-converting search terms for better results.
Final words
Combining auto and manual campaigns is not just a best practice-it’s a proven strategy for smarter, more efficient Amazon advertising. Auto campaigns help you discover valuable keywords and shopper behavior, while manual campaigns let you fine-tune targeting and control your budget.
By regularly monitoring search term reports, applying negative keywords, and optimizing bids, you ensure that your ad spend is working hard and not going to waste.
Need expert guidance? Working with an experienced Amazon PPC agency, can help you set up, manage, and optimize this strategy for long-term results.
