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What's a good bidding strategy for new manual PPC Campaigns?
So my products are pretty cheap products, $16 and down to $7. Is getting all relevant keywords from JungleScout and setting the bids to $.5 each a good start? Suggested bids for some of them are like $5+ on some of them and definitely don’t want to do that. On these kind of cheaper products, I’m not so sure even bidding $1 is a good idea. What do you all think?
33 replies
Seller_4RRTjOpWG0qkj
I definitely don’t suggest bidding $5!
I think that $0.5 is more than enough (for a $7 product that’s 7%, that’s very high). My current highest bid is around 3%, and I only keep it if the ROAs is at least 4.
I would always suggest checking what the competition is doing. Are they doing sponsored products or are they running promotions/coupons/deals?
There are products that simply aren’t a fit for PPC. Given that you want to run the sponsored campaign you must have the buybox, so I’d recommend promotions. In my opinion it’s better to offer the $1 discount to the buyer than to amazon.
Seller_4RRTjOpWG0qkj
It’s complicated. The more you sell, the better your organic rank. The PPC doesn’t do anything directly for your organic rank, but it may help you get sales, therefore, it can help your organic rank.
Launching a product! Congratulations 
Are you doing any A+ content? A+ is a great way to promote a smaller listing from a bigger one (and it’s free!)
I don’t love PPC campaigns. I like paying for results more than potential. That’s why I recommend coupons or promotions (eBay has a better advertisement for the seller than PPC, but that’s a different animal, oh well). Coupons/promotions both have their own individual pages, so while you won’t appear as sponsored on the search pages, you will be listed in the coupon/promotion page.
I do recommend checking what the direct competition is doing.
Seller_gQYj2zQCuoz6y
When I start PPC for items under $19.99, I set all keyword bids at $0.30.
I check them weekly. Any bid that reaches $1. without delivering, or if the cost is above ROA 3 is shut down.
We increase the bids on keywords that perform 3 and up, according to how high the ROA is to that specific keyword. If it is only 3, we increase by 5 cents. It is is above 10, we go up to a $1.00. A little higher on items selling for more than $29.99.
You have to pivot according to your needs, profit margins, etc.
Amazon will suggest high bids because PPC is extremely profitable for them. There are numerous new sellers or new listings every day using PPC that may never show a profit. But Amazon will make sure it will be for them regardless.
They milk the PPC cow for all they can.
Seller_jZWpyInw8RkYT
I start low and shift up, if needed. And by low I mean under $0.20. Then set a daily max of about $5 for that campaign. And then I do not even look at them for two weeks.
However, I do not use Amazon PPC for sales alone–my main goal is data gathering for listing optimization (on and off Amazon) and backend search terms, as well as competitor research.
So @Dealvana1, what you need to do first is establish your actual goal for each specific campaign, not your objectives or decision points (e.g., percent of sale, ROAs, max budget, etc).
What are you actually trying to accomplish?
Seller_a1uA5iDD9HA0K
this is horrbile advice you’re getting on this.
you should base what you spend on PPC related to the revenue you generate, or what you’re willing to spend if youre not getting much in organic sales
if you bid too low on certain keywords, you will not get any impressions, and no clicks. then why would you leave it at that bid? you need to increase to get more clicks, and more opportunity for sales
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