This article explains Criterion Hub’s Rules action “Add” and “Review” and the rule logic behind it.

It specifically focuses on how keywords and ASINs get added to different Amazon Ads campaign types.

To quickly recap: Rules action “Add” means that you allow Adspert to automatically add all qualified criteria directly to your platform (Amazon Ads in this case). The rule action “Review” is essentially the same, with the difference being that you first review qualified criteria. After you accept (or reject) them, Adspert adds them to your Amazon Ads.

That’s why I will only mention “Add” rule action from now on. But keep in mind that “Review” rule action works in the same way (after you accept suggested criteria).

When your Rule action is “Add” and you have an Amazon Sponsored Products Auto campaign, Adspert will also automatically create a Sponsored Products Manual campaign if there isn't already a manual campaign created by Adspert. If you already have a manual campaign Adspert would ignore it and create a new manual campaign.

Why? Because it uses the Manual campaign as a destination where it adds new criteria (keywords, PATs, …).

This article focuses only on the “Add” Rule action logic that I will explain in a moment. If you’d like to find out how Adspert adds new keywords and ASINs, then follow the link.

Now, let’s focus on the “Add” rule logic for Sponsored Products Auto campaigns. From the screenshot below you can see what rules apply when Adspert harvests new criteria (keywords and ASINs). In an auto campaign, Adspert's default action is to set criteria for your review:

You might be wondering, how does Adspert even find new criteria (keywords and ASINs) for your Amazon Ads? This process includes multiple steps and I won’t go into all details as it would be too long for this article.

For this article I’ll explain more about one of the steps: harvesting.

When it comes to Sponsored Products Auto campaigns, Adspert harvests keywords and ASINs for you. It adds them to Sponsored Products Manual campaigns in the following ways:

Please note: if keywords are longer than 4 words, they are added to your Sponsored Products Auto and Manual campaigns differently. This is because of a rule imposed by Amazon Ads.

So, this is how Adspert adds harvested keywords depending on the length:

If the necessary Sponsored Products Manual campaign doesn’t already exist, then Adspert automatically creates it. You can see this practical example from the screenshot below:

Before I move on, I’d like to bring your attention to an exception. Sometimes it happens that Adspert excludes a keyword or ASIN that performs really poorly. It doesn’t happen often, but next you can learn all about it.

In exceptionally rare instances, Adspert can set a poorly performing keyword as negative in its Sponsored Products Manual campaigns.

Here’s how it looks like when Adspert excludes a keyword (extremely rare, edge case):

Why is this such an extremely rare case? Because when Adspert notices a poor-performing keyword, it rather reduces the bid than pausing or excluding it entirely (read more about when does Adspert pause a keyword here).

Let’s move on to Sponsored Products Manual and Sponsored Brands campaigns. The main difference here is the method Adspert uses to prepare search terms for addition.

For Sponsored Products Auto campaigns, we talked about harvesting.

Now for Sponsored Products Manual and Sponsored Brands campaigns, we’ll talk about refinement. Refinement means that the search term is refined from a pre-existing criterion that was bid on. And that’s one of the reasons for a slightly different logic when it comes to adding criteria to those two campaign types.

Let’s continue with Sponsored Brands campaigns and have a look at the rule logic of how Adspert adds criteria to them.

Adspert adds all keywords to a Sponsored Brands campaign to the same ad group as an exact match type.

In exceptionally rare instances, Adspert can set a poorly performing keyword to negative in a Sponsored Brands campaign.

Criterion Hub’s "Add" and “Review” rule actions allows Adspert to (automatically) add qualified keywords and ASINs to your Amazon Ads campaigns, optimizing their placement based on specific logic.

Instead of “Add” Rule action, you can also select “Review”. This allows you to edit destinations for criteria suggestions. For example you can change the default ad group to another one and modify match types.

In addition, users with the Enterprise plan can also create custom rules. This allows you to further customize and optimize your campaigns.

Please find more articles about Criterion Hub’s Enterprise plan-related settings here.