Erilyn Braga

BIDDING STRATEGIES/ FEATURES The difference between bidding for SPAs and SBAs DIFFERENT BIDDING STRATEGIES There are different bidding features for Sponsored Products and Sponsored Brands Ads It is worth knowing the different bidding features for Sponsored Products Ads and Sponsored Brands Ads to have a clear understanding of how you should bid for a specific Ad type. It has a feature called Automated Bidding, which allows Amazon to automatically adjust your bids across placements. SPONSORED BRANDS The following are the bidding features for Sponsored Brands Ads The bids you set are then applied to the Top of Search placement and represent the maximum for other placements. Amazon will then decrease your bids on placements where your ads are less likely to convert. Note that Automated Bidding will never increase your bids. You can also try Custom Bid Adjustment wherein, you can either increase or decrease your bids for other placements by up to 99%. For example, a 40% decrease on a $5.00 bid will become $3.00 for placements below the top of search placements. Default Bid - This applies to all clicks unless you set a different bid for a particular keyword. SPONSORED PRODUCTS The following are the bidding features for Sponsored Products Ads Fixed Bids - Amazon will use your exact bids in all instances and will never adjust your bids based on the likelihood of a conversion. Dynamic Bids (down only) - Amazon will decrease your bids (up to 100%) in real-time when your ad is less likely to convert into a sale. Dynamic Bids (up and down) - Amazon might increase your bids (by a maximum of 100% for the Top of Search placement and 50% for other placements) if your ad is more likely to convert into a sale and decrease your bids when less likely to convert into a sale. DIFFERENT PLACEMENTS The following are the different Ad Placements for Sponsored Products Ads Top of Search (first page) - refers to the Sponsored Products at the top row on the first page of the search results. Product Pages - refers to Sponsored Products placements on the product detail page and certain other placements of search results like the add-tocart page. Rest of search - refers to Sponsored Products shown in the middle or at the bottom of search results, and all Sponsored Products on the second page of search results and beyond. SETTING BIDS BY PLACEMENTS You can enter up to a 900% increase to your base bid for two placements: Top of Search and Product Pages. When you do this, your bids will be increased by the specified amounts when your ads compete for opportunities on those placements. ( Your base bid will apply to the "Rest of Search" placement) For example, you want to increase the visibility of your products by winning impressions on the top of search placement on the first page. To do this, you have to set low bids for your keyword or ad group and set a high bid multiplier for the top of search placement. Doing this will make your ad more competitive to TOS opportunities while limiting impressions on other placements. SETTING BIDS BY PLACEMENT FOR SPONSORED BRANDS VS SPONSORED PRODUCTS SPONSORED BRANDS The bid you set is applied to the top of search placement and represent the maximum for other placements. Decrease or Increase your bids for other placements by 99%. SPONSORED PRODUCTS VS The base bid you set is applied to the rest of search placement. Percent increase (up to 900%) for the Top of Search (first page) and Product Pages