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Amazon’s Advertising: Bid Down vs Bid Up and Down – A case Study

Amazon’s Advertising: Bid Down vs Bid Up and Down

Amazon rolled out several months many beta tools for advertising. One of those changes as the ability to select some bid modifiers.

Bid Modifiers:

  • Bid Down
  • Bid Up & Down
Here at My Amazon Guy we wanted to know which performs better so we have run multiple tests. The clear winner without a doubt in our minds is…. BID UP AND DOWN
This is the before(initial campaign startup) and after new up and down strategy.
First 9 days of our initial ad campaign launch with bid down.
Spend: $217.35
Orders: 17
Sales: $1937.25
amazon's advertising
After new manual campaign strategy after 9 days with Bid Up and Down:
Spend: $611.82
Orders: 50
Sales: $7,242.49
bid up down amazon seller central
So as you can see from the data, when using a bid up and down strategy, sales drastically went up. And in this particular test the ACOS went down.
When we ran this same test on several other clients, we found the ACOS was similar between both bid up and down and bid down, however the bid up an down across any account we tested was at least 3x more in sales.Β  Other tests we ran were run in true A/B test fashion running the same timeframes with all things equal except the bid modifier.

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I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.Β Β 

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When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads.Β 

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The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics.Β 

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For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

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So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist!Β 

Maria Victoria Piedad