When to optimize bids

• If a keyword is getting good sales, increase the bid so we can show up more, show up higher, get more clicks, and get more sales.
• If a keyword isn’t performing so well for Exact, or for Auto, Broad, or Phrase we already added negatives for the keywords that are spending money but are still not getting any sales

Optimization via Ad Group

1. Log in to your client’s Seller Central account.

2. Open Campaign Manager.

3. Sort the list of campaigns by Sales or Spend to identify which campaigns need optimization the most.

4. Open each of the campaigns in a new tab to open the Campaign page.

5. Click on the ad group name hyperlink to open the Ad group page.

6. On the Ad group page, click Targeting. This will show the keywords that you’re targeting.

7. Review the performance of the keywords. Make sure all columns appear on the table.

8. Click on the Date Range button to modify.

   

   1. As a rule of thumb, skip the last 3 days as the data for these days may not be finalized yet due to several factors thus avoiding any possible data discrepancy.
   2. Identify when your last day of optimization was which will be your Day 1 (From Date).
   3. ‘To Date’ will be the day prior to the last 3 days.
   4. Click Save.

9. Click Columns > Customize columns.

10. Tick all unticked boxes so all metrics appear on the table.

    

11. Identify the following data on the table:

    1. Bid - The maximum amount you will pay for a click when this target triggers your ad.
    2. Top-of-search IS - The percentage of top-of-search impressions the target received of all the top-of-search impressions it was eligible to receive.
    3. ACoS
    • Based on the example below, this keyword showed up on the top of the search 44% of the time and it generated a 45% ACoS which is a little high, especially since it's a branded term.

1. Based on above scenario, you’ll need to lower the bid.
   1. As a rule of thumb, lower the bid by small increments.
   2. You can come up with your own guideline based on the Top-of-search IS %. For example:
      1. 40% to 50% - lower the bid by 5 cents
      2. 50% to 60% - lower the bid by 7 cents
      3. 60% to 70% - lower the bid by 9 cents
      4. 70% to 100% - lower the bid by 12 cents
      5. 100% to 150% - lower the bid by 15 cents
      6. Above 150% - lower the bid by 20 cents