Amazon this month launched three new bidding strategies, bid multipliers, product targeting, and automatic targeting on Sponsored Products.
Advertisers who would like to manage their own bids can choose the new “fixed bids” options, while advertisers focused on maximizing bid efficiency can choose from two new automated bidding strategies that adjust bids in real time based on the likelihood of conversion.
With placement multipliers advertisers can to set multipliers between 0% and 900% for top-of-search (first page) and product page placements. When the ads are eligible to serve in these placements, the bid increases by the percentage the advertisers set.
The product targeting is for manual campaigns and enables advertisers to target by ASIN or product category. Amazon says product targeting gives advertisers greater control over when the ads appear in Amazon search results and product detail pages. For example, advertisers can now target specific ASINS or product categories with refinements for price, brand, and star rating.
According to Amazon, automatic targeting improvements were introduced. With automatic targeting, the ads continue to automatically reach Amazon customers based on keywords and products, but advertisers can now adjust the keyword and product targeting defaults in the campaign manager to meet the campaign goals. Advertisers can turn different defaults off or on, or bid up or down depending on the ACOS and reach goals.