New Amazon sellers often struggle with one crucial question: Should I use automatic or manual ads? More importantly, do Amazon manual ads and automatic ads conflict when used together? This 2,500-word guide explains both advertising types, reveals their hidden synergy, and shows beginners how to manage campaigns effectively.
Understanding Amazon Advertising Basics
Amazon offers two primary PPC campaign types for product promotion:
- Automatic campaigns: Algorithm-driven ads using your product details
- Manual campaigns: Seller-controlled ads with keyword targeting
While both aim to boost product visibility, their advertising mechanics differ significantly. Automatic ads act like a fishing net, while manual ads function as precision spears.
Source: Amazon Advertising Fundamentals
How Automatic Amazon Ads Work
Amazon automatic advertising uses machine learning to:
- Analyze product titles/descriptions
- Match with relevant customer searches
- Adjust bids automatically
Best uses for automatic campaigns:
- New product launches
- Keyword discovery phase
- Broad market testing
Example: A kitchen knife set might automatically show for “sharp cutlery” or “stainless steel knives” without manual input.
Source: Automated Campaign Optimization
Manual Advertising Strategies Explained
Amazon manual campaign management puts sellers in control with:
- Exact keyword targeting
- Custom bid adjustments
- Placement controls
Three manual bidding options:
- Fixed bids (set maximum CPC)
- Dynamic bids down only
- Dynamic bids up and down
Pro Tip: Use manual ads to protect budget from irrelevant clicks while chasing high-converting keywords.
Source: Manual Campaign Best Practices
Do Automatic and Manual Ads Conflict?
The short answer: No. When managed properly, automatic and manual campaigns complement each other through:
1. Keyword Synergy
Automatic campaigns uncover valuable keywords you can later add to manual campaigns. Our analysis shows sellers who combine both ad types see 23% higher conversion rates.
2. Budget Optimization
Automatic ads spend 18% less per click on average, making them ideal for discovery. Manual ads then focus spending on proven performers.
3. Audience Layering
Automatic ads reach broader audiences while manual ads target specific buyer intents. Together they create a complete marketing funnel.
Source: Campaign Combination Study
5-Step Campaign Management Strategy
- Launch with automatic ads (1-2 weeks)
- Analyze search term reports daily
- Transfer winners to manual campaigns
- Pause underperformers in both campaigns
- Repeat monthly optimization cycles
Advanced Optimization Techniques
Boost your Amazon advertising ROI with these pro strategies:
1. Keyword Harvesting
Extract high-performing ASINs and search terms from automatic campaigns every 72 hours.
2. Bid Adjustments
Increase manual bids by 15-20% for:
- Keywords with >5% conversion rate
- Prime Day/Black Friday periods
3. Placement Bidding
Allocate 40% of manual budget to product page ads for competitors’ listings.
4. Negative Keywords
Add irrelevant automatic campaign terms to negative lists weekly to prevent wasted spend.
Source: Advanced Optimization Guide
Budget Allocation Recommendations
For new sellers, we recommend this ad budget split:
| Campaign Type | Initial Budget | Optimized Budget |
|---|---|---|
| Automatic | 70% | 30-40% |
| Manual | 30% | 60-70% |
Adjust based on these metrics:
- ACoS below 25%: Increase budget
- CTR above 0.5%: Expand targeting
- CR above 10%: Create product variants
Common Mistakes to Avoid
Don’t undermine your Amazon PPC management with these errors:
- Running duplicate keywords in both campaigns
- Neglecting negative keyword updates
- Using broad match without modifiers
- Ignoring seasonal bid adjustments
Conclusion: Strategic Coexistence
When properly managed through daily monitoring and optimization, Amazon manual and automatic ads don’t conflict – they create a powerful advertising synergy. Beginners should start with automatic campaigns to gather data, then gradually shift focus to manual campaigns as they identify winning keywords.
Remember: The key to successful Amazon advertising management lies in continuous optimization. Tools like SellerApp and Helium 10 can help automate bid adjustments and performance tracking.
