Page 97 - Book Funnels & Amazon Ads

CAMPAIGN OPTIMIZATION
One would assume that by increasing the amount you’re willing to spend per click, you’d increase your clicks. This doesn’t always happen. That’s why it’s much easier to fix other parts of your funnel before trying to get more clicks.
If your funnel is getting no clicks, you should absolutely increase the amount you’re willing to spend per click. Do not try to change the bid of specific words and phrases you’re targeting—it never works out the way you want. Adjust the campaign as a whole, using aggregate data.
You are increasing the amount you’re willing to spend on a click in your Exact campaign by:
1. Selecting the Up and Down Campaign bidding strategy (after 50 orders).
2. Increasing the default bid of ALL of your targets.
You might ask, don’t you want to change the bid for each keyword separately? Trying to find the exact bid that a keyword or phrase converts at is like trying to predict the price of Bitcoin 1 year from today. As much as your local barista or nephew wants to convince you to put all of your savings into it, there’s no certainty in what its price will be tomorrow, let alone one year from today and your time is better spent elsewhere.
All jokes aside, the market for different customer search terms is always changing. This coupled with the fact that it’s not exactly clear what Amazon takes into consideration and to what degree, means that the winning bid for something changes every day.
That being said, there are still some things we can do to raise our chances of winning auctions across the board without trying to figure out what the winning bid is for the search customer communication book or any other term you might want to target.
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