I’ve tried to make the point for a while that Amazon ads are not set it and forget it.
I have also shared the term “unicorn ad”.
This is an ad that gets you a lot of clicks leading to sales or Kindle unlimited full reads.
And so you leave it alone because you’re working on getting other ads to be as effective as your unicorn ad.
But what do you do when a unicorn ad starts to take a turn?
What do you do when an ad that was converting for you turns into something that is taking too much of your money?
Well, sometimes you can salvage it with things like negative targeting and turning off keywords that are not relevant but that are suddenly getting clicks.
If it’s an auto ad or a category ad, you can look at the loose fit targets, and the complementary targets, and make sure those ads either don’t serve, or reduce the exposure.
But sometimes you need to cut the ties.
Sometimes you need to take the old unicorn ad and turn it off.
And start fresh, hoping that it will turn back on again.
It’s the same on all the ad platforms.
No ad is forever.
No ad is going to be completely set it and forget it.
Sometimes an ad is going to break bad, and you need to stop it and start something good.