Optimizing Bids

When you optimize bids, you may drop bids with a high ACoS or ones that were bleeders. Once you start out, you might notice some keywords have very high ACoS or some keywords are like suspending and not getting you any sales.

What to do?

If you're following the optimization, you're going to slowly drop the bids on those keywords until they either start becoming profitable or they basically hibernate, which means they have a very low bid and don't get any impressions.
- a bleeder keyword or a bleeder product targeting campaign when you were a beginner with five reviews may be incredibly profitable when you reach 50, 100, or 200 reviews depending on how competitive your niche is.
If you have maybe five products competing with your product and they all have 50 reviews and you start out and your product only has 1-4 reviews and then later on your product now has 55, 60, 70 reviews, what might have been a bleeder back then or what might have been not a profitable keyword back then might now be profitable.
- Update your images or your packaging or make your listing much more convertible, something that's more attractive than your competitors, then refresh the bids.
If you have a much better listing than in the past, you might want to refresh old bids that were dropped.

Take a look at the example below:

You had a product that came in a bag. The bag used to be the primary way you presented and carried the product. Despite that, the product was selling fine. So, you thought to yourself, "Okay, I'm going to invest in a better bag.”

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What I did was go out and gather quotes for a bigger, better bag. I wanted the new bag to have all the designs and details printed on it, making it look significantly more attractive and professionally designed. After making this change, my conversion rate nearly doubled. The reason behind this improvement was having a much more appealing hero image.

<aside> 💡 People who were maybe looking at my main image and they're like, oh, yeah, even though this looks like a better product, it might have not appealed to their eyes. Now, even though it is a better product, it also appeals to their eyes, just because they have that nicer packaging. So when I did that, my conversion rate started increasing.

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Have better luck with all the keywords that I kind of shut down or hibernated, dropped the bid very low back when you had the old packaging. In a controlled manner, you would pick one keyword and slowly raise the bid for that keyword and wait and see what happened. Sure enough, for a lot of those keywords, you’ll start getting a lot more sales and they became profitable keywords. In the past, they weren't profitable keywords. They were bleeders. Now, they're very profitable.

Keywords that are still bleeders

Some of those keywords, though, they were still bleeders and they were still not converting, so you can drop them back down. So the way to do this is very simple:

sort by impressions, sort for super low impressions, see what's not getting any impressions, and then increase the bid slowly for one at a time and test. And if they're still bleeders, drop them back down.

Refreshing bids

When you do your optimization, that's going to happen naturally because you're not really thinking about it. You're like, okay, let me sort. This is getting a lot of clicks, not getting enough sales or the ACOS is too high. Let me drop the bid, and so on and so forth. And then it's eventually going to drop back down into hibernation. Or when you bring it back up, it might become very profitable. It might get you a lot of sales. So that's a very important reason why you should be refreshing bids every time your listing is optimized or every once in a while.