There is no such number - on Amazon, it's always relative to your competitors on that keyword(s). If you're in a niche where your conversion rate is better than the top competitors, then that would be considered a good conversion rate. It means nothing to have a 25% conversion rate if your main competitors have a 30% conversion rate. Your competitors will win the top organic ranks, visibility, and ultimately sales. The opposite is true where a 5% conversion rate would be considered "good" if you're competitor's conversion rates are 4%. How is this relevant to PPC? When you're analyzing your PPC by conversion rate, be careful what you consider to be low or high before making any meaningful bid or targeting adjustments. I have seen sellers negate targets because their conversion rate was 5%, but what if that 5% was a good conversion rate for that keyword?

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.

Account-level budgets only apply to Sponsored Products. You can only control the daily budget for Sponsored Brands and Sponsored Display through campaign budgets. Sponsored Brands (Headline and Video) and Sponsored Display have significantly fewer available placements compared to Sponsored Products. Therefore, in theory with more competitors, the bids will be more competitive. Luckily these Ad Types are not used as often as Sponsored Products. Sponsored Brands and Sponsored Display do not have an impact on organic rank. The goals for Sponsored Brands and Sponsored Display should be to profit unless the Brand is trying to obtain new subscribers or improve brand awareness. ASINs that are "inactive" (out of stock, etc) will still run the ads for Sponsored Brands and Sponsored Display. Sponsored Brands and Sponsored Display ads offer more creative control compared to Sponsored Products.

I have nothing against automation. In fact, I've created a whole PPC system that surrounds automation. I just don't believe in automating 100% of it. There or tons of PPC software out there that does this. The problem is there is no Strategy in the PPC outside of good PPC practices (bidding, targeting, negating, etc). To be truly successful on Amazon, you need top organic ranks. This leads to visibility and ultimately sales. PPC is a visibility lever. You need a Strategy to know which Keyword lever to pull. The 100% automated PPC software only has your PPC data. Without the organic rank data, you're missing the Strategy. You are running your PPC blind.

An Auto campaign is the simplest campaign to create. But, how does it actually work? The Amazon algorithm has a large database of Keywords and Product Targets. This database connects all the Keywords and Product Targets together based on relevancy to one another. I call this the Amazon Relevancy Web. Your ASIN is a product target. If the product target has a sales history, then the product target will have a Relevancy Web of keywords and product targets that are relevant to that product target and or ASIN. (In fact, it is actually at the SKU level, but we'll talk about it at the ASIN level for simplicity) If the product target doesn't have any sales history (new launch), then the product target will use Amazon's predefined relevant keywords and product targets based on your SEO. They have no other data to know otherwise. Back to Auto campaigns. Once the ASIN gets a sale on a Keyword or Product Target, this will feed Amazon with data on where to show your ad next. The more data you feed to the ASIN, the more relevant the Amazon Relevancy Web, and the more closely targeted the Auto campaign will be. Here's some proof. If you check the Keyword Suggestions on a brand new ASIN before any sales, you'll see very generic keywords as this is based on your SEO. After you get a handful of sales and check the Keyword Suggestions again, you'll notice the list will be very targeted.