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What is the Bid Optimization Setting?
Amazon has started offering optimization types for their SD campaigns. According to Amazon, optimization types impact how Amazon handles bidding and placements within their internal bidding model.
By default, an SD campaign’s optimization type is set to “Page visits”, meaning Amazon will aim to show the ad to customers who are more likely to click on the ad and visit the ad destination.
However, for CPC campaigns you can now also select a ‘conversion’ optimization option, so Amazon will prioritize showing the ad to customers that are more likely to convert, based on their internal bidding model.
🚨 Note 🚨
We do not yet have any insight into how these different options impact bids.
How Can I Change My Optimization Type?
The optimization type is set at the ad group level, but cannot be changed once the ad group is created in the Amazon Ads Console.
On Perpetua, you can set the optimization type at the campaign level, by:
1️⃣ Going into an SD goal, view your segments list (1), and click on the options dropdown on the right side of the row (2 and 3).
2️⃣ Clicking on the “Set Bid Optimization Type” option from the drop-down list above, will take you to this modal:
Choose your preferred bid optimization, and that setting will be sent to Amazon.
Factors To Consider
The “Set Bid Optimization Type” only lets you change your optimization type, and does not show the current status of which bid optimization type that campaign is using. This will result in the modal showing the blank option by default every time it is opened, even if you previously have changed the setting to a specific optimization type. Your campaign will still maintain the most recent bid optimization option you’ve selected.
Verify this on the Ad Console, by clicking into your SD campaign, clicking into your ad group, and then clicking on the “Ad Group Settings” option on the left side of the page. Your selected optimization type will appear in the “Optimization Strategy” section here, so you can confirm it was set on Perpetua correctly.
Editing the Bid Optimization Type on the Amazon Ad console:
At present, Amazon does not allow users to edit this through their interface. However, if Amazon introduces this option in the future, Perpetua will honour any changes made directly on Amazon.
Article last updated November 2024. If you find this information to be out of date, please contact hello@perpetua.io.