Posted by Nojus Latvinskas
A "catch-all" campaign in the context of Amazon Advertising is a powerful strategy designed to capture a wide range of search queries that might otherwise go unaddressed in more targeted campaigns.
Unlike campaigns focused on specific, high-intent keywords or exact-match terms, a catch-all campaign casts a broader net to and attract customers who are searching for lesser-known, interesting keywords related to your product at an extremely low bid.
By using broader targeting parameters, catch-all campaigns allow sellers to reach new audiences who may not have found their products otherwise. This is particularly beneficial for products in competitive niches, as it enables you to capture traffic on less specific or long-tail keywords that other advertisers may not be targeting.
Catch-all campaigns help sellers discover effective keywords and search terms that may not have been identified in preliminary research. These keywords can then be added to more targeted campaigns, creating a more robust advertising strategy.
Often, these discovered terms have lower competition and can be more cost-effective, enabling sellers to get clicks at lower CPC (Cost Per Click) rates.
This boost in visibility not only increases the likelihood of sales but can also help improve your brand recognition among potential customers who may not convert immediately but remember your brand for future purchases.
Catch-all campaigns provide valuable data on customer search patterns and behaviors. By analyzing the search terms that generate the most clicks and conversions, sellers can better understand what their audience is looking for, which can guide broader marketing and content strategies on Amazon.
Once a catch-all campaign is running, sellers can regularly review the search term report to identify top-performing keywords that are worth adding to other campaigns or refining further. By excluding irrelevant search terms (through negative keywords), sellers can continually optimize the catch-all campaign to become more efficient over time.
Automatic Keyword Targeting: Catch-all campaigns typically use automatic targeting to ensure a wide array of search queries trigger the ad. The goal is to attract shoppers who might not use the exact terms you’ve optimized for in more specific campaigns but who are still looking for products within your category.
Discovery of Unexpected Search Terms: These campaigns are particularly useful for uncovering new, relevant keywords or phrases that users are typing in, which can inform future targeting. Often, these are terms that might not come to mind during initial keyword research.
High-Reach Advertising: Since catch-all campaigns are less restrictive with keyword matching, they reach more people by capturing a range of searches related to your products, even if the search intent isn’t immediately clear or explicitly targeted.
1. An automatic SP campaign with all your products mixed and put together;
2. A minimal, super low bid ($0.20);
3. High budgets ($100+);
4. A placement bid increase of 50%-100% on top of search (optional)
5. All SKUs are lumped inside 1 campaign for maximum exposure and least maintenance.
When you are running these campaigns, you can find new, emerging, low SV keywords that can add up to your overall business sales by a noticeable amount.
There are hundreds or thousnads of various keywords that emerging in a specific niche at any given time. The best part is that most competitors are sleeping on these hidden search terms. You can come in and strategically tap into this uncharted territory by grabbing extremely profitable sales.
In the meantime, you are casting a wide net of keywords whereas your competitors cannot catch up to speed with you.
This strategy requires very little maintenance and monitoring, if not at all. All you need to do is set this campaing up once, deploy it and leave it to run on autopilot.
Since you set a very low bid for your keywords, catch-all campaigns are extremely profitable.
You should see high ROAS and great profitability from this tactic.
Although, do not expect to receive a ton of sales from this campaign, but it's just a little hack to spice up your PPC strategy.
No matter at which stage your business product is, you need to always be running these exclusive catch-all campaigns.
A catch-all campaign is invaluable because it uncovers new opportunities for customer engagement that other, more targeted campaigns may miss.
For Amazon sellers, this strategy is a key way to build awareness, increase market reach, and gain insights into evolving customer search behaviors