Apr 16 (edited) in 🔥 PPC Insights
Are you targeting more than 1x Bid Range? If not, you're missing out
One strategy that I have found pretty useful is to target different bid ranges.
What does this mean? Let's use the bid suggestions by Amazon to explain this concept. For a target, Amazon will show the Suggested Bid and 2 bid ranges (Low and high).
The low bid range represents the 25th percentile for impressions.
The suggested bid range represents the 50th percentile for impressions.
The high bid range represents the 75th percentile for impressions.
Why would you want to be in a lower percentile? A lot has to do with placement, but also share of impressions.
Amazon is designed to spread out impressions. If you're the highest bidder in the bid auction, it doesn't mean you'll win all the impressions. it just means you'll win the most. Therefore, at a lower percentile bid, you may win some top of search impressions (not many, but some). The great part about this is it'll come with a very profitable ACOS sale.
The other part of it is placement. Generally, the 3 placements (top of search, rest of search, and product pages) are triggered at different bids. Top of search usually commands the most competitive bids and rest of search / product page will come second.
When you target at a lower percentile bid, you may show up more for rest of search and perhaps never or very little at top of search. If you have another campaign targeting the high bid range, then this will trigger at the top of search more often than not.
By targeting more than 1x bid ranges, you're able to capture more of the impressions at different placements.
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Are you targeting more than 1x Bid Range? If not, you're missing out
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