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This article applies to selling in: United States

Cost-per-click bids

The cost-per-click bid is the cost per click you are willing to pay when shoppers click your ad.

Your cost per click may actually be lower than your cost-per-click bid. Remember, never bid more than you are willing to pay for a click. For Sponsored Products, selecting the Dynamic bids - up and down bidding strategy may cause some bids to exceed your cost-per-click bid. Learn more about bidding strategies

Manual targeting

Your bid is the cost per click you are willing to pay when a shopper clicks an ad from the ad group or campaign. When you're creating a campaign, select a bid type that helps you meet your goals.

  • Custom bid – allows you to apply custom bids to keywords or apply a custom bid to a set of keywords or product targets at scale.
  • Suggested bid – use Amazon's bid recommendations that are calculated from a group of recent winning bids similar to yours. This bid type is recommended for advertisers who are new to advertising on Amazon.
  • Default bid – allows you to link multiple keywords to a single bid value. As you change the bid value it affects all linked keywords. Default bids is not available when adding keywords for Sponsored Brands campaigns.

Cost-per-click bids that are set at the keyword level take precedence over the default cost-per-click bid set at the ad group or campaign level. To set a suggested bid for a specific keyword, category, or product in an existing campaign, select the ad group or campaign that contains the keyword and select the Keywords tab. In the column labeled Bid enter the maximum cost-per-click you are willing to pay for that keyword.

Automatic targeting

The bid is the cost-per-click that you are willing to pay when a shopper clicks an ad from this ad group or campaign. You can change the maximum bid at any time by selecting the Targeting tab. This bid will apply to all clicks unless you set a customized bid for an individual keyword, category, or product in this ad group or campaign.

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