How to use Amazon's dynamic ad auction feature

Dynamic bidding is a feature introduced by Amazon early in 2019 to replace the original Amazon Bid + modifier that advertisers could use on the Amazon advertising platform. Amazon Bid + was a feature of Amazon advertising that increased your maximum CPC bid by 50% if Amazon believed that your ad was likely to appear at the top of the search results. Bid + n was available only with manual campaigns and would not exceed your budget. With dynamic bidding, instead of being able to simply add a 50% bid modifier, you now have 3 modifier options:

Dynamic – Auction Only Basic Rules of the Auction Style for Amazon. If Amazon believes that the search term for your item is irrelevant or that it is less likely to be converted, it will bid at the appropriate sponsored position, for a lower dollar amount. Dynamic – Auction Plus As its name indicates, this option allows Amazon to increase or decrease your bid based on your conversion odds. For example, if Amazon believes that your ad is more likely to lead to a sale, your bid may increase to better locations. Likewise, if Amazon estimates that you are less likely to convert a click for sale (because of its placement, price, competition, or even search term), it is possible that your bid will drop so you do not pay as much. While dynamic high bid can be a great tool, it is not meant to replace sophisticated automated bidding technology, as Amazon will only make changes of up to $ 1. Fixed Auction Amazon will not change your bid based on conversion probability.

The best time to use dynamic bidding is when you are trying to earn the best placements for the keywords in the selected campaign. In the search results, it is the first set of products that a potential customer sees. If you place at the top of the search page, you are more likely to get clicks and impressions than to be at the bottom of the page. If you notice in your report on sites that you do not always win the best and you waste money on the product page sites or on the "Rest of the search" sites, that is an excellent opportunity to use this new feature. By reducing your initial bid to a fraction of the cost and adding an auction modifier to the location you wish to earn, Amazon cancels all other placements (the bid being low enough to not be competing) and focuses more on spending and auctions. on the location you want (because the modifier is on the location you are targeting). The combination of these investments gives you a great chance of getting a sale, taking advantage of all the landscape of what Amazon has to offer. This helps reduce unwanted expenses on other locations.

We recommend that you avoid using modifiers (dynamic bidding and placement bid) when you start new campaigns. When you do not have the necessary data to know the ideal bid to capture the search term, you may bid or bid on the search query, resulting in an unprofitable or unreliable auction. Raw data from simple inputs is better analyzed than adding additional metrics to the pot. Adding a bid modifier over a new keyword has the effect of distorting the average CPC data and, ultimately, advertising can not understand what is profitable or not. As long as the data is not accumulated and you do not know how to convert search queries or if you have enough space to explore, we do not suggest adding modifiers.

Bidding by location is an additional modifier associated with dynamic bidding. With one offer per location, it allows you to devote more resources to better site conversion, segmenting your budget to get the most out of it.

Classification Modifiers: Top of the first page Product page: Middle and lower locations of the first page rest of the search: rest pages (second page) locations How many times can a location be changed? Top of the page: Up to 900% of the initial bid Product page: Up to 900% of the original year. initial offer The rest of the search: Not applicable. Sponsored Products ] Auto CampaignsASIN Targeting CampaignsManual Campaigns Sponsored branded ads and display ads in products are currently not supported.

Location bid adjustment is a relatively new feature that allows you to modify your real-time bids to win specific placements on Amazon. Currently, Amazon ranks its ad inventory in three different sections: top of search results, product pages, and the rest of the search. When testing, you may find that your ads are better converted when they appear at the top of the search page. It is an opportunity to use "bidding by location" and to target the search for these products in the first place. For example, we often use placement bids to help our clients win all positions on the search results page for their specific keywords. By creating multiple campaigns with auction modifiers, we can accurately control the location of each ad on the site.

Dynamic Auctions are a robust replacement for the (+) origin modifier. Dynamic bidding allows you to better control how and where you place your ads, allowing you to be more specific with your sponsored links strategy. The bid modifier options provided with this feature allow advertisers to strategically place lower bids and exploit automatic modifiers to ensure that they receive the ad placement defined by their strategy or advertisers the opportunity to bet on conditions considered less advantageous for you. campaign – save money by investing in campaigns with higher conversion rates and allowing you to meet your ACoS goals. In addition to bid modifiers, the placement bidding feature allows you to take advantage of the actual placement of your ad and ensure that you win the placement you are looking for. Because these options are available to you and you can customize them based on your specific advertising strategy, there is no reason not to use them in your Amazon ad campaigns when it makes sense. This is a significant improvement over the old feature and shows the level of investment that Amazon is making in its advertising platform by offering these exceptional features to its vendors. The future of Amazon Advertising is promising – make sure you take full advantage of all the tools, resources and offers available to you.

The opinions expressed in this article are those of the guest author and not necessarily those of the author. Earth search engine. Associated authors are listed here.

About the Author

Trevor George is founder and CEO of Blue Wheel Media, a digital marketing agency. He is also president of Trevco, a major licensing company. Trevor is one of the largest third-party sellers on Amazon in the United States. He catapulted Trevco into an 8-digit Amazon company in less than 2 years. Trevor places a special emphasis on Amazon's advertising division at Blue Wheel Media, which has helped major international brands reach scale through an advanced strategy called "search term isolation" associated with technology. Over the last ten years, Trevor has contributed to numerous digital marketing initiatives that have enabled Blue Wheel: 20100 Marketing Campaign, Company of the Year 2017, and at most Honored Interactive Agency, their Great Stevie, in 2017.

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