Recently, several seller friends have been asking about how to use the Amazon Bid+ function. Today, I will share with you the principles and common usage methods of Amazon Bid+-advertising bidding system to help you better understand and apply it.
1. What is Bid+ (Advertising Price Adjustment)
Amazon's advertising positions are divided into three parts: the top of the search results (the first page), the product page, and the rest of the search results . The CTR, CVR and other data of the same link in different locations are different. This function can help sellers adjust the price of different locations of the same advertising campaign, and adjust the advertising exposure to the location with good data performance.
2. How the Bid+ function works
On the basis of the advertisement bid, the system will apply the price increase according to the price adjustment ratio set by the seller to the corresponding advertisement position.
Assuming your campaign's base bid is $1, and the bid adjustment at the top of the search results (first page) is 100%, then your ad will bid $2 to compete for the top (first page) position of the search results. If you still can't grab the top position of the homepage even if it increases to 2 dollars, then this function will not take effect.
At present, the Bid+ function can only adjust the price of the top of the search results (home page) and the product detail page separately, and cannot adjust the price of the rest of the search results .
3. How to use the Bid+ function
There are several scenarios for using this function, let's take a look:
1. Lower the bids for ad slots with poor data performance
For example, in the above set of data, the data at the top of the search result page (home page) and the product page perform well, and the data on the rest of the search results perform poorly. At this time, we want to keep the TOP position and the bidding price on the product detail page unchanged, and reduce the search results. Bid on the rest of the page.
Then we can reduce the basic bid by 50%, and then increase the bid for the TOP position and the position of the product detail page separately through Bid+. This is just an example, the reduction ratio is not necessarily 50%, and everyone can find an appropriate range according to the actual situation.
2. Increase the bid for ad slots with good data performance
For example, in the above set of data, the data of the three major advertising positions performed well, and the data at the top of the search results (home page) performed the best. We want to increase the bidding at the top of the search results (home page) separately, and the rest of the product details page and search results page. The location bid remains the same.
Then we can use the Bid+ function to increase the bid at the top (first page) of the search results individually.
The above is just an example, and the specific adjustment ratio should be adjusted according to the actual situation.
3. Let advertising exposure only appear in the TOP position
For example, in the early stage, when we were searching for keywords, we needed to obtain high exposure and click-through rate. Accumulating a large number of exposures in a short period of time can quickly accumulate data. Weights.
"Deciphering the Factors Affecting the Natural Ranking of Amazon Keywords – Pit Production"
At this time, we only need the exposure of the TOP position, we can adjust the basic bid very low, so that all positions are not exposed, and then use Bid+ to increase the bid of the TOP position.
Since the position of the product details page and the rest of the search results page use a very low basic bid, and the TOP position has an additional bid + price adjustment, the advertisement only appears in the TOP position.
Some seller friends may have encountered the following problems:
The data in the rest of the search results is good, but the data at the top of the homepage and the product detail page is relatively poor. How to adjust the ad to the rest of the search results ?
Unfortunately, this cannot be achieved at present. At present, we can only simply increase the exposure of the top position or the position of the detail page, and cannot adjust the bidding of the rest of the search results page independently.
When encountering this problem, it is best to look at it in conjunction with the search term report. The search terms with poor performance of irrelevant traffic are negated, and the use of search terms with good performance is precisely matched, and the overall effect may be improved.
The above is about the principle and common usage of the Bid+ function. Sellers who have other better usage are welcome to share and discuss!