Optimize settings - choose the right bid and ad position to improve your ad performance

Optimize settings - choose the right bid and ad position to improve your ad performance


1. A complete analysis of bidding strategies and ad placements
(1) Factors affecting advertising display
(2) Influencing ad display: bidding logic
① Settings that affect bidding: Bidding strategy
② Setting 2 that affects bidding: Adjust bidding based on ad placement
Have you encountered the following problems?
The actual cost per click is twice as high as your bid?
Do you know the performance of advertising space?
What settings should be used for new product promotion?
How to spend the budget effectively?
1. A complete analysis of bidding strategies and ad placements

(1) Factors affecting advertising display

- Whether to get a shopping cart (buy button)
-The correlation between keywords and advertising products
- Bidding high or low
-Advertising product classification
-Historical click-through rate (CTR) and conversion rate (CVR)
-Product price
-Comment
- Overall performance of the account
(2) Influencing ad display: bidding logic
Advertisers compete in an auction-style for a certain ad display opportunity, and occupy a number of ad positions in turn based on the results of the competition.

When other factors related to the display are the same, the ads with higher relevance and higher bids will get the chance to be displayed. In the above example, the cost per click is only 0.61, which is not deducted according to the actual bid. Amazon's deduction principle is to deduct the actual cost per click based on the bid of this advertiser and the bid of the advertiser behind it.
① Settings that affect bidding: Bidding strategy

The impact of bidding strategies on bidding
Amazon will automatically adjust your bid based on the likelihood of a conversion.
Example: If you bid $1, what will be the difference if you use different bidding strategies?

-Dynamic bidding - only lower
When your ad is unlikely to bring in sales, your bid will be lowered in real time. When the product you promote is unlikely to get conversions in this ad position, your bid will be lowered or simply not bid, the lowest can be reduced to 0, that is, not to compete for this position. When you choose dynamic bidding to only reduce, your bid will become a range of 0-1, the lowest will be reduced to 0
- Dynamic bidding – increase and decrease
When your product is in this ad position, if it is likely to bring conversions, it will increase your bid in real time. If it is not possible to bring conversions, it will lower your bid in real time. This is a two-way fluctuation. What is the lowest bid? It is a 100% decrease to 0, and then you will not bid. What is the highest bid increase? It is a 100% increase to 2.
- Fixed price
Regardless of whether the product is likely to generate conversions in this ad space, do not adjust the bid. The price you compete with will determine the price you win the ad space with.
② Setting 2 that affects bidding: Adjust bidding based on ad placement

The impact of adjusting bids based on placement
Example: Bidding for a keyword at $1, increasing the price by 50% for “Top of search” placement and 25% for product pages

When using dynamic bidding - raising and lowering, the first page of search results can be raised to a maximum of 100%, while the product page and other search results can only be raised to a maximum of 50%.

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