A recent edition to the PPC arsenal comes in the form of Amazon Product Ads (APA) and we’re quite excited about it, but there’s still quite a few people who aren't exactly sure what it is so here's a run down of the basics.
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If you're managing a small PPC account you may think you're not using rules to govern how you manage your bids, when actually you use rules every time you change bids. If your keywords are performing well you might raise the bids, if they have a low CTR you may want to investigate the search queries behind them, and if they've spent a fair bit of money and not converted you might pause them. Whether they're automated or not, or you're aware of them or not, they're still the rules you're using to optimise your bids.
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