How to manage manual bidding on Amazon Sponsored ads

How to manage manual bidding on Amazon Sponsored ads

This article will help you walk through how to get started when you manage your PPC campaigns bidding on Amazon-sponsored ads manually.

This feature of PPC gives you more control over when and where your ads show, allowing you to boost performance during peak hours or promote a specific product. You can easily manage your manual bids to get the best return on your ad spending. You can also use these features to re-optimize your campaigns at any time, helping you the highest ROI for every dollar spent.

Here we are discussing how manually bidding works to get the best out of these features.

Bid placements and strategies

Three types of bid placements exist in Amazon PPC Campaigns:

  • Dynamic Bids-- downs Only: Decrease your bids in actual time whilst your advert can be much less probably to transform into a sale.
  • Dynamic Bid­­­­­­-- up and Down: Enhance your bids (through a most of 100%) in actual time while your advert can be much more likely to transform into a sale and decrease your bids while much less probable to transform a sale.
  • Fix Bids: Use genuine bids and any guide modifications you set and won’t extrude your bids primarily based totally on the chance of a sale.

Bid according to performance

Not all the products have an identical income margin; therefore, you can't bid an equal amount for all keywords. Otherwise, your danger dropping cash on low-income products. Pick the key phrases which can feature the maximum cost and bid better for them. At the same time, pick low-income product-associated key phrases to decrease your bid in keeping with your set goal advert value of the sale. After all, you aim to make an income, now no longer lose cash, or wreck even.

Also, hold in thoughts that in case your campaigns are new, you'll want to bid better to get seek history. Without it, Amazon will supply desire to different campaigns from the extra senior competition which has validated to generate income. Once you get your seek and income history, you may get your bids returned to normal.

Finding New Bidding Opportunities

You are losing potential customers of your competitors by not knowing the keywords they're using. Stop being frustrated and find out new bidding opportunities with what keywords they use! You could find this solution in one of two ways in PPC is through Auto and manual.

By running an auto campaign on your listing you can discover new potential keywords that will work flawlessly with existing campaigns. Auto campaigns provide data on organic searches around specific topics related directly--providing an easy way of getting access to a vast variety of keywords.

The manual way may seem more tedious however it does give an unrivaled exploration which might be very frustrating especially given how complicated things get during exploratory awareness. Amazon PPC has a manual bidding feature where we target those keywords of our competitor’s ASINs extracted with the help of Helium10. They've already done most work here so now leaving up being perfect optimization will become easy breezy.

PPC Campaign launch strategies

Everyone makes their strategy according to their business plan goal but let’s discuss two strategies of how we can set a campaign.

  • Extensive Campaign Launch: (2X, 4X BIDS): In this campaign launch we just throw our product in the market in any possible way. The main goal is to reach our targeted audience. Impressions, clicks, and CTR will be important factors of the campaign. As opposed to the budget spent which means that one dark side of this strategy is that the ACOS may usually be high.
  • In Control Campaign Launch: (Low Bids): With this strategy, we are not concerned with keywords that have low competition or those which lead to desired sales. We monitor every keyword because it’s important for us to know what is going on in all areas of the campaign--from ACOS (Advertising Cost on Sales), CPC (cost-per-click), and TACOS (total advertisement cost on sales). This slow process helps us rank better over time due to ranking improvements once they occur without any worries about things like TACO size

This final passage begins by covering how one might choose particular terms when running an advertising campaign but instead focuses mainly on strategies behind why certain tactics make sense given various circumstances.

Main Reasons for High ACOS

There are several reasons for high ACOS but among all, the most common reason for getting high ACOS is that when we are targeting high search volume keywords they are usually not converting in a way like other competitors get a conversion on those keywords. This happens due to some factors like listing age of our competitors or competitors are well-known brands and get big generic traffic inside Amazon and they have a loyal audience even outside Amazon too. They already ranked and got dominance on high search volume keywords and in order to rank on those keywords we need a high budget to stand with our old dominant competitors. That is obviously not good news for any seller.

To understand the algorithm of keywords and how they work, the first thing we need to know is that there are three main types of keywords.

  • Main Keyword: Main keywords usually consist of 1 or 2 words with the Highest Search Volume, they are not product specific for example, ‘’shoes’’. It is not known that which type of shoe buyer wants to buy, so this keyword may have high search volume but not a buyer intent keyword. We need an extreme budget to rank on this keyword that is not likely convertible.
  • Body keywords/ Short Tail Keywords: These are usually 2–3-word phrases that are product-specific and have less search volume than the main keyword. For example, "sports shoes for women". But chances of getting ranked on this keyword is high because here intent of the buyer is clear now we know which type of shoe they are actually wanting to buy, so these keywords are convertible.  
  • Long Tail Keywords: These are long phrases keywords with the least search volume but are narrower down or more product-specific keywords. Like “ Light Sports Shoes for women” but due to high buyer intent this keyword may get high sales even with low search volume because this keyword is convertible this will gradually help in getting rank on main top keywords in the long run

So, here we need to understand that although top keywords generate the most search results and reach the most potential customers, they are not always buyer intent keywords, they are usually targeting a broad niche of that product, and it is not necessary that these are suitable for target customers. On the other hand, long-tail keywords do have less search volume but they are convertible because they are buyer intent keywords, and are much more likely to target the right people. So, if we want to avoid high ACOS we should try to rank on those buyer intent keywords first.

With the above information in mind, do you still think it's a good idea to target main keywords with high search volume in your manual PPC campaign? Now you can understand why high search volume keywords are not converted correctly, leading to a high ACOS.

How Can We Reduce Our ACOS?

One of the handiest strategies to reduce ACOS is to optimize your campaigns. Campaign optimization can lessen ACOS via keyword research, or marketing campaign structure. Keep an eye on every single keyword you are targeting and pause that campaigns or negative target those keywords that are not performing well and eat up all your budget, we can target those keywords later when our overall ranking will be in a better position. Similarly, double your bid on high sales keywords that has low or good ACOS to take better advantage of those keywords that are performing well.

Key Data to Increase Conversions

First, download the Keyword Report to discover which keyword searches are accountable for getting your advertisements up. The frequency of this step relies upon the adulthood and length of your campaigns. New campaigns may also require repeated evaluation to construct a stable basis and supply results. Then arrange the statistics to your record to effortlessly view and clear out that seek phrases aren't operating well. From there, you have to additionally examine keyword suggestions, upload keyword options, and upload lengthy key phrases as formerly discussed.


The structure of a pay-per-click campaign always depends on the objective of the seller. With the changes in the world of e-commerce, keywords and other important elements of advertising require constant monitoring. A meaningful advertising campaign system can not only save a lot of time and money but also create new opportunities that would not be possible with an irrational business plan.

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Taib Bilal‍
April 9, 2024
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