With our Amazon Ads connection, you can easily create dynamic Sponsored products ad campaigns for Amazon. This article will help you set up the budget and bidding settings of your Amazon Ads campaign.
The campaign template includes budget and bidding settings, which enable you to set specific budgets and bidding options for each campaign generator. This allows you to optimize the efficiency of your campaigns by setting different budgets for each campaign.
Daily Budget
Under ''daily budget'' you can choose a daily budget in the local currency of your account, for each campaign, based on your advertising goals and the average amount you're willing to spend each day on your campaign.
Campaign Bidding Strategy
Bids are used to determine the maximum amount spent for your ads on Amazon. With the tool, you can decide between three different bidding strategies; Dynamic Bids-Down Only, Dynamic Bids-Up and Down, and Fixed Bids.
The bidding strategy dictates how Amazon should bid on the Ad positioning and use the bid settings to win the Ad impression. This applies to all bids within your campaign.
Dynamic Bids-Down Only
When you choose the dynamic 'bids-down-only strategy', Amazon will reduce your bids for clicks that may be less likely to result in a sale. If Amazon determines that your ad may be less likely to lead to a sale, Amazon may lower your bid for that auction. This adjustment could happen, for instance, on a less relevant search query or on a placement that has a low performance rate.
Dynamic Bids-Up and Down
Using the dynamic bids-up and down strategy, Amazon will increase your bids for clicks that have a higher likelihood of converting into a sale. With this strategy, Amazon will also reduce your bids for clicks that are less likely to lead to a sale.
Fixed Bids
Using the fixed bids' strategy, Amazon will use your exact bid for all opportunities, without adjusting it. Compared to dynamic bidding strategies, this will result in more impressions, but fewer conversions for your ad spend with this strategy.
Adjust bids by placement
In addition to bidding strategies, you can set up bid adjustments based on ad placements. For instance, you may want to pay up to 10% more for your ad to be displayed at the top of the search results. This setting is optional.
By default, the same bid will apply regardless of positioning. You can set three different percentage-based adjustments for Top of Search, Product Pages and Rest of search. This adjustment is a percentage of the default bid and is a number between 1 and 900%.
Top of Search
This bidding adjustment will increase the bid for ads when the ad is displayed at the top of the search results on the first page.
Product Pages
This bidding adjustment will increase the bid for ads when the ad is displayed on another product page.
Rest of search
This bidding adjustment will increase the bid for ads that would be displayed on the rest of the search pages (not Top of search).
Default Bid
This is the default bidding value that you are willing to spend for the ad to be shown when it wins the bidding auction. The value of this field is the default amount to be used when no other bid is set. We currently don’t support setting a custom bid on the target level, but you can manually set this on Amazon.