** Not everything fits the mold **

The “bed of Procrustes” is a Greek mythological story.

Procrustes was a bandit and a rogue Smith.

He had an iron bed and attacked people by stretching them or cutting off their legs, forcing them to fit the size of the bed.

Because he tortured many, finally, Theseus (a mythical king of Athens) killed him by forcing him to fit in his own bed.

His method (fitting everyone into his iron bed) is analogous to the pre-written narratives of so-called Amazon Ads experts.

These experts are not skeptical about the alternatives.

They don’t ask too many “what if” questions.

They have their own standards of measuring success with Amazon Ads and miss the idea of “low hanging fruit.”

As a result, they execute like Procrustes.

The reader should keep in mind that:

“Failure with multiple ad groups/keywords/match-types campaigns doesn’t imply that the method is flawed.”

“Failure with the same keyword across multiple campaigns doesn’t imply that the method is flawed.”

“Failure to run all-match types in an auto campaign doesn’t imply that the method is flawed.”

There are so many ingenuine narratives circulating in the Amazon seller’s communities.

Throughout my career as an Amazon Ads manager, I’ve developed an allergy to the notion of a “golden advertising strategy.”

Nobody, it appears to me, wants to hear that trial and error, not some grandiose golden strategy, is the key to success with Amazon ads.

There is no GOLDEN strategy; as they say, “not everything fits the mold.”

Trial and error allow you to separate the “wheat” from the “chaff.”

Or filter what’s working from what’s not.

It’s too easy.

Just formulate a hypothesis and then test it.

But how to formulate a hypothesis?

Formulating a hypothesis and then testing it needs deliberate practice.

Furthermore, it is the precise market evaluation of your product.

In a specific scenario, how will it stand out from the competition?

So, My new PPC campaigns are entirely hypothetical.

I call them “test campaigns” on purpose.

I’ve noticed that this curiosity-driven approach has yielded more profitable and cost-effective discoveries than those resembling Procrustes’ bed.

Therefore, avoid becoming a Procrustes of Amazon Ads.

Until next time!