Lottery Campaign Review | 2022 Holiday Ride Along

June 7, 2023


In this video, we review the lottery campaigns and I'm currently running. So here we are looking at my lottery campaigns that I have running on my Merch by Amazon account. This is over the last seven days, 1500 dollars in spend and 41% ACOS. This is another area that I'm being pretty aggressive this time of year, especially as we lead into this Black Friday, Cyber Monday weekend to really get sales across as many products as possible and as many orders on those products as possible.

As I scroll down here. So here's all the different campaigns I'm currently running. I've done a lot of testing over time with lottery campaigns on how to segment them, and so for the ECF, I have a lot of pause and probably some more on these are archived lottery campaigns that didn't pan out as well. And for the longest time I was running just two lottery campaigns.


Up until a few weeks ago, my all ASINs closed and all ASINs loose campaigns. So the lottery campaigns I'm running I segment by targeting group. So these are all automatic campaigns. And if you're not familiar with lottery campaigns or what they are, I did do a video a ways back on lottery campaigns, what they are. I'll link that in the description, but ensure it's a essentially a campaign that has multiple ASINs or products within it, instead of a campaign that's targeting only a single ASIN.

And they tend to and in general they have lots of products. So especially with if you're a merch by Amazon seller or other platforms like KDP where you could have thousands or tens of thousands or hundreds of thousands of products, these can work really well to get sales across the board. And the reason I have them segmented by targeting group is for placement adjustments.

So I use placement adjustments pretty heavily on lottery campaigns, more so than on my other campaigns for sure. And if you're unfamiliar with placement adjustments, that is done at the campaign level so you can make an adjustment to what your base bid is and affect what your bid is at the top of search or product pages. And I'll jump into that when we kind of get into the details here.

But they're segmented in order to take full advantage of placement adjustments when you have multiple targets or keywords, any placement adjustment is applied to every single target in keyword. So there's not a great way to tell which keyword or target is contributing to which placements you could have. Let's open this up to get to the placements, take a look.

So with your placements, you have your top of search, your product pages and your rest of search. You can't make an adjustment on your rest of search. This is your base bid. Whatever bid you set at the targeting level, that's what it's going to be for the rest of search. On top of search and product pages, you do have an adjustment to increase it.

You can't decrease it as much as we wish that could happen, but you can't increase it. So if you have are performing really well on top of search versus your rest of search or product pages, you may want to increase that bid where increasing just the rest of search could have negative ramifications on let's say, your product pages if that doesn't perform on what your top of search does.

So in this way, you can have a little more control over what your bids are with when it comes to your top of search and product pages. And for top of search, these tend to these are going to be the sponsored listings at the very top of the search resources first for products that, say, sponsored those are your types of search placements.

They tend to have higher click through rates, higher conversion rates and also higher cost just to show up for that. So the highest place you can peer for in the search results, so that comes with an expense back to our lottery campaigns, kind of where I've ended up at. So I had my all ASIN campaigns for the longest time and I wanted to kind of branch off from there and start testing new lottery campaigns.

So recently, within the last, I don't know, five or six weeks, I started new campaigns and I created a set of lottery campaigns for my standard tees. So these are my bestselling product by far that I would just put just standard tees and no other product type I have in my account. And then I've created a set for hoodies, same thing.

Just pull over hoodies in these campaigns and then I'm testing a never sold, just for standard tees, although I may expand that to hoodies as well. So what I'm getting to is there's a lot of different ways you can segment and test these is we're testing all sorts of different categories. You could also do by niche. So if you have like holiday specific ones, you put all your Christmas products in a single lottery campaign or if you have Thanksgiving shirts, whatever that looks like, you put them on in a single campaign.

Campaign Structure

So there's a lot of different ways you can segment these. And I'm doing it by targeting group and then by product you can see the the ones which are some of these new ones have taken over my longer running or Asian ones. If we look at last let's go back 30 days and see we go back further. So let's just take a look at year to date.

We'll look at the overall metrics too. So year to date, you can see those two have way more orders than all my other ones. They've been running longer. So it makes a lot of sense why that would be and have been running at 22% across lifetime. The reason I decided to segment hoodie out from the standard tee really comes down to the profit within each product where a standard tee of about $5 profit for each sale a hoodie is about $10 with the price that I sell them for.

So I have twice as much money per sale that I could spend towards ads, which means if you have them all grouped together, you could afford a higher bid on the hoodies than you could on the standard tee is given all the same conversion rates and so forth, and that could differ. And I'm not going to dove into that exactly.

But you could have higher bids for the hoodies because there's more profit in each sale than you do in the lower on. So if you do have different products or whether it's merch, KDP or whatever platform you're on, if you do have products with big differences in profit per product, not necessarily product margin hoodies and standard tees both have about the same profit margin for me.

But how much you make per sale after all your fees if you got Amazon fees, cost of goods sold excluding that what your actual profit is, I would recommend segmenting those into different lottery campaigns so that you can have different bids where hoodies might support a higher. And you can see it in my CPCs already, you know, $0.33, $0.36 where that might make standard tees unprofitable.

It's or more unprofitable, I should say. I'm kind of running these at a loss for the most part. Recently, again, as we were in the holidays, my aggressive advertising strategy, you're missing out on potential impressions and orders by having to have hoodies kind of sink to the level of your standard. TS So let's go back to recent data and the other category.

I have a type of lottery campaign that I'm testing is a never sold and this is just for standard TS Again, these are my bestselling product and the purpose behind that is to get kind of those first orders on products that have never sold for ideally pretty cheap. And these are running a little bit higher than I would typically target.

I typically target around a 20% or so a cost for these. And I'm kind of letting it go to get as many sales as possible across all my products. But inside, they're pretty simple. Inside of each campaign is just a single ad group and one targeting option turned on for each one. So we have just loose match with having it set up this way. I know that this ACOS when I look at this for my placement adjustments, these placement adjustment metrics are applying to this targeting group and that's it. If I have more than one turned on, there's no way to tell which targeting group or keyword if you're doing manual campaigns. This is all automatic though. So we're going to stick to automatic.

So if you're doing multiple or have all these enabled, there is no way to tell if you're close match is contributing to you know, might be performing really well on top of service and you might have your substitute that's just performing terribly and it might look like you have a terrible top of search cost. But it's really just that one targeting group pulling it down.

You could be missing out on opportunity when it comes to the other targeting group. So I do recommend segmenting that way for placements for most use cases. The caveat I will say is assuming you have the order volume to support it. So as you can see with with all these in the last seven days, I have double digit orders for most of these and some of these are new.

So there's still kind of optimizing and kind of figuring out the target and Amazon's figuring out the targeting and so forth and optimizing bids. But for the most part, I have enough orders to support being able to segment these. If you're only getting one order, two orders every week or somewhere in that ballpark, I would probably recommend starting a lottery campaign with all your targeting groups all inside of a single campaign, because you can always segment them out later.

So for example, if you do start with all these turned on over time, you can take a look at your metrics. And if there's one that's performing outperforming the other ones, you can turn it that campaign into, you know, this use only by turning the other ones off and then create new campaigns for these here. And when it comes to optimization, which I'll do a separate video for how I'm optimizing this, I tend to look at a seven day day-range.

I want to look at recent data for this when I'm making changes and I'll optimize them on a general schedule once a week. But probably more often in this time frame as there's more traffic and volatility as well, especially with the higher bid. So just keep more of an eye on it. But that's it. I just want to do a quickie on how I what lottery campaigns I'm currently running.

I would love to hear how you're currently segmenting your lottery campaigns as well and how they're performing. So leave that down in the comments and we'll see in the next video.

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