Question about Advertising Campaign Settings

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1

Hello, Forum,

I have few questions about Campaign Settings. I run campaigns Dynamic bids - down only and I am able to maintain a healthy acos for manual and automated campaigns.

I made a test running Dynamic bids - up and down + Top of search (first page) 30% which was complete disaster. I think I should have used either Dynamic bids - up and down or Top of search (first page).

If we have Amazon Avertising ninjas here, could you please answer my questions below:

1.I was wondering if there is a rule of thumb when to use Dynamic bids - up and down/Fixed bids or Top of search (first page)/Product pages %?
2. I was wondering if there is a rule of thumb if I use them together Dynamic bids - up and down + Top of search (first page)?

Thank you.

2

The most effective approach depends on your specific advertising goals and the performance of your campaigns. However, here are some general considerations:

  1. Dynamic Bids - Up and Down vs. Fixed Bids:
  • Use Dynamic Bids - Up and Down when you want Amazon’s algorithm to adjust your bids both upwards and downwards based on the likelihood of conversion. It allows for more flexible bidding.
  • Use Fixed Bids when you prefer to have full control over your bids and want to set specific bid amounts for each keyword or ad group.
  1. Top of Search (first page) vs. Product Pages %:
  • Top of Search (first page) allows you to bid more aggressively to appear in the top ad placement on the first page of search results. It’s useful if you want maximum visibility and exposure for your ads.
  • Product Pages % allows you to bid for ad placements on product detail pages. It’s beneficial for targeting shoppers who are actively browsing specific product pages.

Using Dynamic Bids - Up and Down along with Top of Search (first page) can be effective, but it may increase your cost per click (CPC) significantly. It’s crucial to closely monitor the performance and adjust your bids accordingly to maintain a healthy ACoS.

To determine the best strategy for your campaigns, consider running A/B tests with different bidding options and monitor the results. Analyze the impact on ACoS, click-through rate (CTR), and conversion rate to identify the most suitable combination of settings that align with your advertising goals.