In this episode of "That Amazon Ads Podcast," Stephen and Andrew discuss macro and micro bid changes as a valuable framework for Amazon PPC bid optimizations. They define macro bid changes as full account optimizations using longer timeframes for data confidence, suitable for routine maintenance and campaign placements. Micro bid changes, on the other hand, are smaller, more reactionary adjustments using shorter timeframes, ideal for addressing recent performance issues like spend spikes. They emphasize the importance of selecting the right campaigns and keywords for micro adjustments, focusing on those with the highest spend and ACoS impact, and caution against optimizing placements with short timeframes. They also explore how to strategically use max increase and decrease settings, as well as bid floors, to achieve desired outcomes, whether it's quickly ramping up sales or pulling back on underperformance.
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