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One playbook per campaign, chosen for what the product needs

A playbook tells the autopilot what a campaign is for. Launch gives a new product room to gather data, Rank pushes organic rank on hero keywords, Growth buys more sales at about break-even, Profit tightens toward margin, Defend is for your brand searches, and Liquidate clears overstock. The strategy advisor recommends one for every campaign, with the reason.

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Six ads playbooks: Launch, Rank, Growth, Profit, Defend and Liquidate, with an advisor per campaign.

  • Six playbooks, each with its own target, bid steps, harvest and negative bars, budgets and top-of-search ceiling
  • An advisor per campaign: lifecycle, ACOS against target, budget use, stock cover, branded clicks
  • Automatic playbooks (optional) follow the product's lifecycle
  • Targets start from each product's break-even ACOS (or from your account target when costs are missing)

How it works

  1. Each playbook sets the rules

    Its target (from break-even ACOS), how far bids move per step, when a search becomes a keyword or a negative, how budgets move, the top-of-search ceiling and how it treats organic rank.

  2. The advisor recommends one

    For each enabled Sponsored Products campaign: the playbook now, the recommended one and why, from the product's lifecycle (new, overstock, low stock), ACOS against target, budget use, stock cover and branded clicks.

  3. You set it

    Pick a playbook per campaign, or switch on automatic playbooks so the product's lifecycle sets it.

  4. The autopilot follows it

    On Auto, the morning run applies the campaign's playbook inside your guardrails; on Suggest, every change it would make waits for your OK.

The six playbooks

  • Launch: a higher target while a new product gathers data; no pausing and no budget cuts
  • Rank: pays for top of search on its tracked main keywords while the product ranks below your goal position, then eases off
  • Growth: more sales at about break-even
  • Profit: tighter toward your margin
  • Defend: your brand searches and product pages kept running: branded terms never blocked or paused, budgets never cut
  • Liquidate: spends up to 150% of break-even ACOS to sell through overstock, and ends by itself when stock is back to normal

What it does not do

Stated plainly, so you know before you start.

  • A playbook works inside your budget cap, bid limits and largest move per run; its own top-of-search ceiling (for example 200% for Launch, 300% for Rank) applies instead of your top-of-search limit
  • Automatic playbooks are off until you switch them on
  • The advisor is read-only: it recommends, you set

Questions sellers ask

Can different campaigns use different playbooks?
Yes, one per campaign. A campaign without one uses its own target, else each product's break-even target if you turned that on, else your account target.
When should I switch from Launch?
When the product has its first reviews and steady orders; the advisor says when the numbers point to Growth or Profit.
Does it work for Sponsored Brands and Display?
The strategy advisor recommends playbooks for Sponsored Products campaigns. Sponsored Brands and Display campaigns use the same target rules: their own target, a playbook if one is set on them, otherwise your account target.

Related features

  • PPC autopilot

    An autopilot for bids, budgets, negatives and harvesting that never goes past your limits.

  • Advertise more or less

    Each product scored for advertising: push, keep, pull, stop or fix first, with the reasons.

  • A/B tests

    Test a bid, budget or top-of-search change against a matched control group before you roll it out.

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