Running a successful Amazon PPC campaign hinges on one crucial element — getting the best start bid. An optimized initial bid determines the visibility of your product, keeps your advertising cost in check, and strategically positions your listing against competitors. For sellers aiming to scale efficiently, understanding how to set the most effective starting bids is essential.
Here are the top 5 ways to get the best start bid for Amazon PPC and jumpstart your campaigns with precision and profitability.
1. Perform Detailed Keyword Research
The foundation of any successful Amazon PPC strategy is keyword research. Without understanding the right search terms shoppers are using, you risk either underbidding on valuable keywords or overspending on ones with low conversion potential.
- Use tools like Helium 10, Jungle Scout, or Amazon’s own Keyword Planner in Campaign Manager to analyze keyword search volume and competition.
- Segment keywords by match types (broad, phrase, exact) and assign targeted bids based on their intent and conversion likelihood.
Don’t forget to consider competitor keywords by analyzing similar ASIN listings. This gives insights into what’s working for your niche and helps you craft a more performance-driven bidding plan.
2. Use Amazon’s Suggested Bids Wisely
Amazon provides suggested bids for campaigns, which can serve as a useful benchmark. However, they’re not one-size-fits-all recommendations. These bids are calculated based on the competition for each keyword and historical bids in similar auctions.
To make the most of suggested bids:
- Use the mid-range of the suggested bid for most keywords when starting out.
- For high-converting keywords, don’t hesitate to bid slightly above the suggested range to win more impressions.
Monitoring performance during the first few days is crucial. Adjust bids based on impressions, CTR, and conversion data to dial in the most efficient CPC.
3. Analyze Competitors’ Price & Ratings
The effectiveness of a bid doesn’t rely only on keyword strategy but also on your product’s appeal compared to others on the page. Shoppers often compare prices and ratings when making buying decisions, and this directly impacts your ad’s conversion rate — and thus, the efficiency of your bid.
- Evaluate competitors’ pricing strategies for similar products and decide whether you can offer a better value proposition.
- Ensure your listing has high-quality images, optimized titles, and at least 4-star reviews to improve click and conversion rates.
4. Start Low and Scale Efforts
A conservative and data-driven approach to bidding can outperform aggressive spending. Start with lower bids across multiple keywords and gradually increase them based on performance metrics such as click-through rate (CTR), advertising cost of sales (ACoS), and return on ad spend (RoAS).
This method helps you limit risk while identifying top-performing keywords that justify higher bids in the future.
Pro Tip: Set daily budget limits and use automated rules, so campaigns don’t overspend while in testing phase.
5. Leverage Dynamic Bidding Strategies
Amazon PPC offers various bidding strategies: dynamic bids – up and down, dynamic bids – down only, and fixed bids. Choosing the right one early in your campaign influences how Amazon adjusts your bids in real-time.
- Dynamic bids – up and down: Good for sellers with strong listings and looking to aggressively scale.
- Dynamic bids – down only: Ideal for initial tests to protect advertising spend.
- Fixed bids: Useful for comparing performance without Amazon’s adjustments, providing clean A/B testing data.
Start with “down only” to gauge early results, then shift to “up and down” once you’re confident in your keyword performance metrics.
Conclusion
Getting the best start bid for Amazon PPC involves a strategic combination of keyword research, continuous performance tracking, smart budgeting, and competitor analysis. By applying these five techniques, sellers can launch ad campaigns that not only meet visibility goals but actually contribute to long-term profitability.
FAQ
- Q: How much should I initially bid on Amazon PPC?
A: Start with a conservative amount, around the mid-range of Amazon’s suggested bid, and adjust based on keyword performance after a few days. - Q: Can I change my bids after launching my campaign?
A: Yes, you can and should adjust bids regularly to optimize for ACoS, clicks, and conversions. - Q: Is it important to test different match types?
A: Absolutely. Broad match helps discover new keywords, while phrase and exact matches offer more control and better targeting. - Q: Should I use manual campaigns or rely on Amazon’s automatic targeting?
A: Use both. Automatic campaigns are useful for keyword discovery, while manual campaigns give you greater control over bids and targeting exact search terms. - Q: What’s a good ACoS for a new product?
A: For new products, an ACoS of 30–40% is acceptable while you gather data and gain traction, though target ACoS should drop over time.