Dynamic Bidding with Jenna and Nolan

Check out this What's New on Amazon with Jenna and Nolan talking about Dynamic Bidding!

Posted by Turnkey Product Management on Friday, January 31, 2020
Watch Jenna Lieber, our Director of Client Services discuss advanced dynamic PPC bidding on this week’s Facebook Live

Gain even more control over your PPC Campaigns

We’ve recently been seeing amazing results with Amazon’s Advanced Dynamic Bidding features. Dynamic Bidding helps sellers make stronger decisions when it comes to managing their PPC campaigns, by allowing Amazon to dynamically adjust your keywords bids based on where the ad will show up.

Why is this useful?

Different placements (which are where on Amazon that your ad is actually displayed) have different conversion rates. So, you can tell Amazon you’re willing to pay more if your ad is being served to a better placement. Here’s an outline of the different placements, and what you can generally expect from them.

  • Top of Search (first page): This placement is the first 2 or 3 listings displayed when someone makes an Amazon search. Top of search will almost always have significantly higher click through rates (CTRs) and conversion rates, so you’ll generally want to allow Amazon to make a bid adjustment, to increase your bids here. 
  • Product Pages: When someone makes a search on Amazon, then clicks onto a product listing, your ads may be displayed at the bottom of that listing. This placement will usually have the largest portion of impressions, and the lowest CTR and conversion rate, and generally a higher ACOS. In most cases, you’ll want to leave your bid adjustment at 0%, so Amazon is more likely to favor the other placements.
  • Rest Of Search: With this placement your listing is displayed lower on the page among the search results. While this can oftentimes have a favorable ACOS, the CTR and conversion rate will nearly always be much lower than the Top Of Search placement. The Rest Of Search placement cannot be adjusted.

So how does it all fit together?

Take a look within one of your campaigns at the “Placements” tab. If you’re seeing results like we’ve described, where Top Of Search has the best performance, add a 100%-200% dynamic adjustment. Then, go into your keyword bids, and decrease them by the same amount.