08/05/2024
Ever wondered if Amazon's dynamic up and down bidding is worth it?
Keep reading 👇
When you set up a new campaigns in Amazon's Ad Console, dynamic bidding is now the default bidding strategy.
First how it works:
Dynamic up and down bidding adjusts your bids in real time — increasing it up to 100% for buyers the algorithm believes are more likely to convert.
Or reducing your bids when purchase intent seems low.
Sounds great right? Here’s where it gets tricky.
The whole system relies on Amazon's ability to predict buying behavior.
But accurately predicting shoppers individual actions isn't possible.
Especially for new Amazon users or first-time category shoppers. Or brand new products.
No shopping history, how do you predict that?
And then there's the profitability issue...
Dynamic up and down bids focuses on the likelihood of a sale, not on whether that sale makes financial sense. AKA ACoS.
What happens if that 100% bid increase results in a high ACoS?
The algorithm doesn't that into account.
From our experience, dynamic up and down bidding can work in very specific scenarios. Like with low-cost keywords where an increase won't hurt ACoS.
But dynamic up and down bidding isn't a core strategy of ours.
Also if you're using placement percentages, it's not a good idea to use dynamic up and down bidding!
These settings can "double stack", exponentially increasing your bids and cost-per-clicks.
Do you use dynamic bidding? Have any insights or cautionary tales?
Or maybe it's working for you. If so I'd be interested to hear where I'm wrong. 👇