Choose your campaign bidding strategy
Posted: Sun Dec 22, 2024 9:37 am
There are three types of campaign bidding strategies for automated targeting of sponsored product ads.
✓ Dynamic Bidding: Downward Only
Amazon automatically lowers your bids when a sale is unlikely to happen, preventing your ad from showing in irrelevant search results.
✓ Dynamic bids: up and down
If your sponsored product has a higher chance of success, Amazon will increase the cost of your russian phone numbers offer by 10%, in addition to any reduction that may have been made for a "reduced only" offer.
✓ Fixed offers
Your offer will remain the same unless you choose to change it, and Amazon will not alter it.
Tip: When starting out, it is suggested to select “Dynamic Bidding: Up and Down” to increase your chances of making a sale on Amazon.
Create an ad group
On the same page you used to create a campaign, fill in the following details.
✓ Ad group name
Your ad group title reflects items funded by the same funds and bids. It doesn't matter what it is; however, you may want to name it after the type of campaign (manually or automatically managed) and its specific details for the best recall medium.
Example of nomenclature:
Campaign name: Bamboo skewers
Ad Group: Automatic – Pack of 50
Products
Choose the items you want to promote. We suggest choosing only one item per ad group when starting out.
Set your offers
There are two methods for setting up bids for sponsored product ads using automated targeting.
✓ Set default bid
If you want to make things easier on yourself, you can set a default bid for all types of matches on Amazon. The company recommends a starting bid of $0.75, regardless of the product. However, it will be beneficial to bid more aggressively at first (perhaps as high as $1.50 to $2.00) to encourage early sales.
✓ Set offers by target group
For more precise automated targeting, you can set up bids by segmenting groups and allocating different amounts for each strategy.
Remember, there are four types of automated targeting bidding strategies.
Close Match: This presents your sponsored product ad to those searching for terms that have similar meanings to your products. For example, if you have a “48 inch black sword,” you’ll appear in searches for “black sword” or “48 inch sword.”
Loose Match: This presents your sponsored product ad to those searching for terms that are broadly related to your products. For example, if you have a “48-inch black sword,” it will appear in searches for “sword” or “medieval weapon.”
Substitutes: This shows your sponsored product ad to people browsing product pages similar to yours. For example, if you own a “48-inch black sword,” it will appear on product pages as “48-inch silver sword” or “52-inch black sword.”
Complements: This shows your sponsored product ad to customers looking at detail pages for items that complement yours. For example, if your product is a “48-inch black sword,” your product will appear on detail pages as “large steel shield” or “leather sword sheath.”
You can assign a variety of values to each bidding tactic. Amazon provides advice on these bids depending on how much other vendors are bidding.
✓ Optional: Include negative targeting keywords
If you want to prevent your product from appearing when certain keywords are used, you can add those words to the auto-targeting list. However, it is recommended that you leave the list blank when you start.
We will then demonstrate how to incorporate successful and underperforming terms into this build.
✓ Launch campaign
Make sure you double-check every detail before clicking the yellow “Launch Campaign” tab at the bottom of this webpage. You can even keep the draft if you need to come back to it in the future. It can take anywhere from thirty minutes to an hour for your Amazon ad to debut.
✓ Dynamic Bidding: Downward Only
Amazon automatically lowers your bids when a sale is unlikely to happen, preventing your ad from showing in irrelevant search results.
✓ Dynamic bids: up and down
If your sponsored product has a higher chance of success, Amazon will increase the cost of your russian phone numbers offer by 10%, in addition to any reduction that may have been made for a "reduced only" offer.
✓ Fixed offers
Your offer will remain the same unless you choose to change it, and Amazon will not alter it.
Tip: When starting out, it is suggested to select “Dynamic Bidding: Up and Down” to increase your chances of making a sale on Amazon.
Create an ad group
On the same page you used to create a campaign, fill in the following details.
✓ Ad group name
Your ad group title reflects items funded by the same funds and bids. It doesn't matter what it is; however, you may want to name it after the type of campaign (manually or automatically managed) and its specific details for the best recall medium.
Example of nomenclature:
Campaign name: Bamboo skewers
Ad Group: Automatic – Pack of 50
Products
Choose the items you want to promote. We suggest choosing only one item per ad group when starting out.
Set your offers
There are two methods for setting up bids for sponsored product ads using automated targeting.
✓ Set default bid
If you want to make things easier on yourself, you can set a default bid for all types of matches on Amazon. The company recommends a starting bid of $0.75, regardless of the product. However, it will be beneficial to bid more aggressively at first (perhaps as high as $1.50 to $2.00) to encourage early sales.
✓ Set offers by target group
For more precise automated targeting, you can set up bids by segmenting groups and allocating different amounts for each strategy.
Remember, there are four types of automated targeting bidding strategies.
Close Match: This presents your sponsored product ad to those searching for terms that have similar meanings to your products. For example, if you have a “48 inch black sword,” you’ll appear in searches for “black sword” or “48 inch sword.”
Loose Match: This presents your sponsored product ad to those searching for terms that are broadly related to your products. For example, if you have a “48-inch black sword,” it will appear in searches for “sword” or “medieval weapon.”
Substitutes: This shows your sponsored product ad to people browsing product pages similar to yours. For example, if you own a “48-inch black sword,” it will appear on product pages as “48-inch silver sword” or “52-inch black sword.”
Complements: This shows your sponsored product ad to customers looking at detail pages for items that complement yours. For example, if your product is a “48-inch black sword,” your product will appear on detail pages as “large steel shield” or “leather sword sheath.”
You can assign a variety of values to each bidding tactic. Amazon provides advice on these bids depending on how much other vendors are bidding.
✓ Optional: Include negative targeting keywords
If you want to prevent your product from appearing when certain keywords are used, you can add those words to the auto-targeting list. However, it is recommended that you leave the list blank when you start.
We will then demonstrate how to incorporate successful and underperforming terms into this build.
✓ Launch campaign
Make sure you double-check every detail before clicking the yellow “Launch Campaign” tab at the bottom of this webpage. You can even keep the draft if you need to come back to it in the future. It can take anywhere from thirty minutes to an hour for your Amazon ad to debut.