The first thing BulkSheet Pro asks you for is a single number. Your target ACoS.
Below that field, in a collapsed panel labeled "Advanced Options," sit five more settings. Most users will set their target ACoS, click Analyze Account, and never expand the panel. That's the right call most of the time — the engine works fine with just one number.
But the advanced settings are how you tell BulkSheet Pro that your account isn't every account. That your new launches need patience your mature SKUs don't. That your branded keywords are a different conversation from your generic ones. That your Sponsored Brands campaigns are buying something different than your Sponsored Products campaigns.
This is the story of what each setting does and when to expand the panel.
The Account Target ACoS
Without this number, BulkSheet Pro can't make a single recommendation.
Every rec engine — bid adjustments, placement adjustments, harvest decisions, negate decisions — anchors to your target ACoS. The patience budget for negation is calculated from it. The gentle-nudge formula for bids compares actual ACoS against it. The half-target rule for harvest qualification multiplies it.
If you're profitable at 30% ACoS on your average product, that's your number. If you're a mature account with thin margins, you might be closer to 22%. If you're a new brand willing to spend for rank during a launch window, you might be at 50% or higher temporarily. There's no right answer — it's the threshold that defines "acceptable" for your particular business, and BulkSheet Pro takes you at your word.
Once you've set this and clicked Analyze Account, every recommendation BulkSheet Pro generates traces back to this number through one of the four advanced overrides.
Bid Nudge Sensitivity
This slider, ranging from Gentle (0.05) to Firm (0.50) with Moderate (0.25) as the default, controls how aggressively bid and placement moves get made in a single pass.
Gentle (0.05–0.15) — Best for established accounts you don't want to disrupt. A keyword sitting 2× over target gets only a small reduction — maybe 5–10% off the bid. The math still runs every time you upload a bulk sheet, but each adjustment is small enough to be easily reversible if the auction reacts unexpectedly.
Use case: You're running a $40,000/month account with steady performance. You'd rather have each monthly optimization pass make small, reversible adjustments than have to make aggressive corrections once a quarter. Set sensitivity to 0.10.
Moderate (0.25, the default) — A keyword 2× over target gets about a 25% bid reduction. Meaningful movement, but not aggressive. Most accounts should stay here.
Use case: You're managing a standard account in growth mode. You want measurable progress each monthly pass without risking the bid sweet spots you've already found. Leave it at default.
Firm (0.40–0.50) — Larger moves, faster convergence. Faster fixes for accounts clearly off-target, but higher risk of overshooting a profitable bid level.
Use case: You inherited a neglected account where nothing has been touched in six months. ACoS is at 78% account-wide. The campaigns are clearly mispriced and need real correction. Set sensitivity to 0.40 for the first one or two passes, then dial back to 0.25 once you're closer to target.
Campaign Type ACoS Overrides
Two optional fields: Sponsored Brands Target ACoS and Sponsored Display Target ACoS.
SB and SD campaigns often have different efficiency targets than SP because they're buying different things. SP is buying conversions on specific search queries. SB is often paying for brand visibility at the top of search results. SD is often paying for retargeting or audience-based reach.
Use case: Sponsored Brands runs hot but earns its keep. Your SP target is 28%. Your SB campaigns run at 38–45% ACoS, but the analytics tell you they pull in 2× the new-to-brand customers compared to SP. Set SB target to 45%. BulkSheet Pro will stop trying to cut SB bids toward 28% (which would kill the volume) and instead manage them against the looser target that matches their actual job.
Use case: Sponsored Display retargeting is tight. Your SP target is 30%. Your SD retargeting campaigns are highly efficient because they're reaching warm shoppers — they typically convert at 12% ACoS. Set SD target to 18%. BulkSheet Pro will recognize that the SD floor is lower than the SP floor and will pull SD bids more aggressively to enforce that efficiency.
Leave either field blank and those campaigns inherit the account default.
Campaign Rules
Campaign rules match by campaign name. Each rule has three fields: words to match in the campaign name (comma-separated), an action — either "Use target ACoS" or "Exclude from optimization" — and, when not excluding, a target ACoS plus its own nudge sensitivity.
The match is whole-word, bounded by whitespace, dashes, underscores, pipes, or string edges. A rule for "launch" matches "Brand-Launch-2024" but not "launchpad" or "launches". This precision matters when your naming conventions overlap — you don't want a rule for "brand" to also catch "co-branded" or "rebranded."
Use case: New-launch campaigns get patience across the board. You name your launch campaigns with "launch" in the name (Brand-Launch-2024, Holiday-Launch-Q4, etc.). Instead of adding a SKU rule for each new SKU individually and updating it as the lineup changes, add one campaign rule: words "launch", target ACoS 60%, sensitivity 0.10. Every campaign whose name contains "launch" inherits the rule — every keyword, placement, and search term in those campaigns is evaluated against the 60% target instead of the account default.
Use case: Brand-defense campaigns get their own treatment. You run a set of defensive campaigns specifically to occupy the SERP when shoppers search your brand name. They share a "brand-defense" prefix. Add a campaign rule: words "brand-defense", target 50%, sensitivity 0.15. BulkSheet Pro will manage them with patience appropriate to their job (defending impressions, not maximizing efficiency).
Use case: Exclude test or sandbox campaigns from optimization. You have a few campaigns named "test-X" or "do-not-touch-X" that you're experimenting with manually — and you don't want BulkSheet Pro making recommendations on them. Add a campaign rule: words "test, do-not-touch", action "Exclude from optimization". Those campaigns disappear from the rec engine's view entirely. They still appear on the Campaigns page (with a small red-dot indicator) and they still contribute to your account-level baselines, but no automatic recommendations get generated for them.
The exclusion action is the cleanest way to tell BulkSheet Pro "I know what I'm doing on this campaign, leave it alone" — without forcing you to delete or rename it.
Keyword Rules
Each keyword rule has three fields: the words to match (comma-separated), a target ACoS, and its own nudge sensitivity. That last point is easy to miss — every keyword rule carries its own sensitivity, separate from the account-wide one. You can hold branded keywords steady while moving everything else aggressively, or vice versa.
When BulkSheet Pro evaluates a keyword or search term, it checks if any of the words in the rule appear as a substring (case-insensitive) in the keyword text. If yes, that rule's target ACoS and sensitivity get applied.
Use case: Branded keywords get a higher target. Your account default target is 28%. But your branded keywords (containing "mybrand" or "my brand" or the trademark variants) convert almost everywhere they appear — sometimes at 8% ACoS. The risk isn't overspending; it's underspending and ceding the impression to a competitor's defensive ad. Set up a keyword rule: words "mybrand, my brand, mybrandplus", target ACoS 45%, sensitivity 0.10. BulkSheet Pro will hold the bids on branded terms steady (slow nudge) and accept a much looser ACoS ceiling before recommending cuts.
Use case: Competitor keywords get a different target. You're running defensive ads on a competitor's brand name. ACoS on those is structurally higher (you're conquesting), but each click is strategic. Add a keyword rule for the competitor names with target ACoS 60% and sensitivity 0.10. BulkSheet Pro won't suggest cutting these toward your account default, and the gentle sensitivity means even when it does adjust them, the moves are small and reversible.
Use case: A specific product-feature phrase always converts. You sell air fryer cookbooks. The phrase "weeknight" tends to convert across multiple SKUs in your catalog. Add a keyword rule with words "weeknight" at target ACoS 22% and sensitivity 0.30. BulkSheet Pro will be tighter on those terms and more responsive when they drift — they're proven to convert, so the bidding should be more efficient than average.
SKU Rules
Each SKU rule has the same three fields as keyword rules: SKUs to match (comma-separated, substring match), target ACoS, and nudge sensitivity. SKU rules apply to placements, keywords, and search terms based on which SKU the campaign's ad group is targeting.
SKU rules are the highest priority in the hierarchy. They beat keyword rules. They beat campaign-type overrides. They beat the account default.
Use case: New product launches need runway. You just launched three SKUs (SKU-2024-A, SKU-2024-B, SKU-2024-C). They have no reviews yet, no rank, and they need to spend to get the first 50 organic conversions that build momentum. Your account default is 28%, but if BulkSheet Pro applies that to these new SKUs, it'll cut their bids and starve them. Add a SKU rule: SKUs "2024-A, 2024-B, 2024-C", target 65%, sensitivity 0.10. BulkSheet Pro will treat these SKUs with the patience they need for 60–90 days — accepting higher ACoS before recommending cuts, and moving bids in small increments when it does.
Use case: Low-margin clearance products. You're moving inventory on SKU-OLD-LINE-1, SKU-OLD-LINE-2, and SKU-OLD-LINE-3. Margins are razor-thin — you can't afford to spend 28% on these. Add a SKU rule with target ACoS 12% and sensitivity 0.35. BulkSheet Pro will aggressively pull bids down on these SKUs (firm sensitivity for fast convergence on a tight target) while leaving the rest of the account aligned to your standard target.
Use case: Strategic loss leaders. You sell SKU-FLAGSHIP at a small loss because it drives subscription sign-ups or replenishment buys that the Amazon Ads numbers don't capture. The Amazon report won't tell BulkSheet Pro about that downstream revenue — but you can encode the strategic decision through a SKU rule with target ACoS 80% and sensitivity 0.05. BulkSheet Pro will essentially leave bids on this SKU alone (since few keywords will exceed 80% ACoS, and the gentle sensitivity makes any moves tiny) while continuing to optimize everything else.
The priority hierarchy
When BulkSheet Pro evaluates a keyword, placement, or search term, it walks down this hierarchy in order:
- SKU rules first. If the ad group's SKU matches any SKU rule, use that rule's target ACoS and sensitivity.
- Otherwise, campaign rules. If the campaign name contains any words from any campaign rule, use that rule's target ACoS and sensitivity. (Or skip the campaign entirely if the rule's action is Exclude.)
- Otherwise, keyword rules. If the keyword text or search term contains any words from any keyword rule, use that rule's target ACoS and sensitivity.
- Otherwise, campaign type overrides. If the campaign is Sponsored Brands and the SB override is set, use it. Same for Sponsored Display.
- Otherwise, the account default target ACoS and the global Bid Nudge Sensitivity.
The most specific rule wins. This means you can configure your account to behave one way on the broad strokes and another way on a specific SKU or keyword set, without rewriting the rest.
What BulkSheet Pro won't do
It won't recommend without a target. The Account Target ACoS is required. Without it, no recommendations generate at all — and the Actions page tells you so explicitly.
It won't average competing rules. Rules don't blend. The first matching rule in the priority hierarchy wins outright. If you have a SKU rule with target 40% and a keyword rule with target 25%, a keyword that hits both rules will get 40% (the SKU rule wins). No averaging, no compromise — clean priority.
It won't preserve stale recommendations. Change any advanced setting and BulkSheet Pro shows a "settings changed — re-analyze" banner at the top of the Actions page. The old recommendations remain visible but flagged stale. You click Re-analyze and they regenerate against your new settings.
It won't lock you in. Every setting is editable at any time. You can experiment — set bids more aggressively for one bulk sheet, then dial back for the next. There's no commitment beyond the current session.
The setup
You set your account target to 28%, leave sensitivity at moderate, add one SKU rule for your new launches at 65%, and skip everything else. Click Analyze. BulkSheet Pro generates recommendations that respect both targets — moderate cuts toward 28% across the bulk of your account, and gentle holds on the new SKUs that need patience.
The rules don't need to be exhaustive to be useful. They just need to encode the decisions that aren't already in the account default. Two or three good rules will cover most of what makes your account different from every other account, and the rest runs on the default.
The point isn't that BulkSheet Pro will figure out your account on its own. It's that BulkSheet Pro is a configurable engine — and configuring it well takes about 90 seconds.