Two recent trends in Amazon PPC: Amazon increases the number of ad placements significantly, while simultaneously giving advertisers more precise control over targeting their ads (e.g. with the new product and category targeting).
Up until recently, ‘Bid+’ was one of the existing targeting tools to get ads placed at the valuable position at the top of search results. Bid+ has now been retired — Instead, two new features allow even more precise targeting: ‘Dynamic Bids’ and ‘Adjust Bids by Placement’.
- Dynamic Bids: Allow Amazon to adjust bids in real time depending on conversion probability
- Adjust Bids by Placement: Modify your bids for top of search and product page placements
- View, edit, and analyze their dynamic and placement bids in Sellics PPC Manager
- Quickly switch between dynamic bidding strategies — also in batch for multiple campaigns
Here’s some more information about the new bidding controls.
Dynamic Bids – Down Only
The default setting. Amazon can reduce bids down to 0% for clicks if they are less likely to convert to a sale.
Dynamic Bids – Up and Down
In addition to reducing bids for futile clicks, if you choose this setting Amazon will also increase bids for clicks that are likely to lead to a sale.
For placements on the 1st page of search results bids can be increased by 100%. For all other placements bids can be increased by 50%.
Does what it says on the box: Amazon will use your exact bid for every opportunity. You will bid the same amount in every auction, regardless of its chance for conversion. You’ll get more impressions but might get less conversions compared to dynamic bidding.
Adjust Bids by Placement
‘Adjust Bids by Placement’ is taking over for ‘Bid+’, which is being retired. Use this feature in addition to ‘Dynamic Bidding’ — to fine-tune your final bid and align your strategy.
Set your base bid to increase by 0% to 900% (also known as 10x) for the top of search (first page) AND/OR product detail page.