It’s Finally Time to Take Control of Amazon PPC With Adtomic’s New Custom Rules Engine
On April 30, 2024 Helium 10 introduced a Custom Rules Engine for its Adtomic platform, enabling sellers to create up to 25 programmable PPC rules per account and offering 12 pre‑built templates. The engine polls the Amazon Advertising API every 15 minutes, applies bid changes or pauses instantly, and logs each action on a dedicated performance dashboard.
Overview
Helium 10 introduced a Custom Rules Engine for its Adtomic platform on April 30, 2024, giving Amazon advertisers a programmable layer to automate PPC decisions. The feature lets sellers set condition‑driven actions—such as bid adjustments, keyword pauses, or budget reallocations—so campaigns can react instantly to performance signals without daily manual intervention.
Key Points
- Rule‑Based Automation — Sellers may configure up to 25 independent rules per account, each triggered by metrics like ACOS, ROAS, impressions, or sales velocity.
- Pre‑Built Templates — Twelve ready‑made rule templates (for example, “Lower bids on high‑ACOS keywords”) can be activated in seconds, cutting initial setup time by roughly 70 %.
- Real‑Time Execution — The engine polls Amazon’s Advertising API every 15 minutes, applying bid changes or pauses almost immediately after a threshold is met.
- Granular Targeting — Actions can be scoped to a single keyword, an entire ad group, or a full campaign, giving sellers precise control over spend at any structural level.
- Performance Dashboard — A dedicated view logs each rule fire, displaying before‑and‑after metrics so advertisers can audit impact and fine‑tune thresholds.
- Safety Controls — Users define maximum bid‑change percentages and daily caps, preventing runaway spend while the engine operates autonomously.
- API Integration — The engine leverages Amazon’s Advertising API, ensuring that rule evaluations use the same data source as native campaign reporting.
- Scalable Across Accounts — Because rules are stored at the account level, agencies managing multiple seller accounts can replicate successful rule sets with a few clicks.
How the Custom Rules Engine Works
- Define a Trigger — Choose a performance metric and condition, such as “ACOS > 35 % for three consecutive days.” Example: A seller creates a trigger that flags any keyword whose ACOS remains above 35 % for three days in a row.
Analysis & Recommendations
Why This Matters
The engine can reduce wasted ad spend by 10‑20 % and improve ACOS efficiency by 5‑15 % by automatically adjusting bids or pausing low‑performing keywords. Real‑time 15‑minute polling lets sellers react far faster than manual weekly reviews, saving hours of routine PPC management.
Key Takeaways
- Launch date: April 30, 2024, Helium 10 adds Custom Rules Engine to Adtomic.
- Allows up to 25 independent rules per account, each triggered by metrics like ACOS, ROAS, impressions, or sales velocity.
- Provides 12 ready‑made rule templates, cutting initial setup time by roughly 70 %.
- Engine polls Amazon’s Advertising API every 15 minutes and logs each rule fire on a performance dashboard.
Recommended Actions
- →In Helium 10 Adtomic, navigate to “Custom Rules Engine” and activate a pre‑built template (e.g., “High‑ACOS Bid Reduction”) for Sponsored Products.
- →Create a new rule: set trigger “ACOS > 35 % for 3 consecutive days”, action “Decrease bid by 15 %”, scope to the desired campaign, and add a daily ...
- →Open the “Rule Execution Dashboard” in Adtomic to review before‑and‑after metrics, and adjust thresholds or percentages if the expected ACOS improv...
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