Overview

Helium 10’s latest PPC Talk episode, number 289, aired this week with host Bradley joined by advertising specialist Vince Montero. The pair dissected the most recent upgrades to Amazon Advertising’s interface and highlighted new capabilities added to Helium 10’s Adtomic platform, while also sharing immediate Q4 tactics sellers can use to safeguard profit margins and capture holiday traffic.

Key Points

• Interface redesign in Amazon Advertising — The console now clusters performance data by the specific campaign goal (Sponsored Products, Sponsored Brands, Sponsored Display), letting sellers spot lagging campaigns at a glance.
• One‑click “Auto‑Optimize” in Adtomic — A new toggle lets advertisers set automatic bid adjustments that react to real‑time ACOS fluctuations, cutting down the need for daily manual tweaks.
• Granular keyword‑match reporting — Both Amazon’s dashboard and Adtomic now break down each keyword’s results by exact, phrase and broad match without requiring separate export files.
• Holiday budget pacing alerts — An integrated notification system flags when daily spend deviates beyond a preset percentage of the planned holiday budget, helping prevent premature budget depletion.
• Upcoming predictive bid‑simulation — Vince previewed a soon‑to‑launch tool that will model the impact of bid changes before they go live, offering sellers a data‑driven “what‑if” capability.

How the Updates Work

1. Dashboard regrouping — Amazon reorganizes the main advertising screen so that each campaign type appears as a distinct performance card. For instance, a seller running a “Winter Warmth” Sponsored Brands campaign can instantly view its click‑through rate, spend, and ACOS side‑by‑side, eliminating the need to jump between multiple tabs.

2. Activating Auto‑Optimize — Within Adtomic’s campaign settings, sellers flip a single switch labeled Auto‑Optimize. Once turned on, the platform samples each keyword’s ACOS every hour; if a keyword exceeds the seller‑defined ceiling, the system automatically reduces the bid by a pre‑selected percentage. A seller targeting “organic green tea bags” might see a bid drop from $0.85 to $0.70 after a sudden surge in competition, preserving the target ACOS.