Marin improves the performance of Amazon Ads and saves you time. We help retail brands unlock their growth potential and stand out from the competition on Amazon. Make use of Marin's cutting-edge solutions to enhance data intelligence, increase share of voice, and take advantage of automation and analytics.
Extend the Capabilities of Amazon's Campaign Manager
Our amazon advertising tool gives you an edge on your competitors. It's imperative for first and third party sellers to get their Amazon ad strategies correct; Marin provides an effective way to capture demand, drive sales, and optimize the user experience. Supports all major ad formats,.
Sponsored Products
Sponsored Brands
Sponsored Display
Amazon DSP
Supercharge New Customer Acquisition
Optimize to specific stages in the customer journey, including detailed page views and new to brand with Automated Rules that complement your overall bidding strategy.
Optimize Product Listings End-to-End on the Amazon Ads Platform
Optimize your Amazon product listings. Tie ad performance to product statistics including reviews, rating, inventory status, and price. Automated alerts identify products that need your attention.
Understand Incrementality with Amazon Attribution
By linking Facebook and Google Advertising conversions with Amazon Attribution, companies can utilize the power of Amazon's marketing tools to accurately track the performance of their campaigns across both platforms.
Streamline Your Reporting with Unlimited Data Retention
Make the most of your marketing efforts with Marin's custom-made, cross-channel dashboard that allows for a comprehensive overview of your entire funnel. With Marin, it's easy to do Year-over-year and Quarter-over-quarter analysis along with holding onto an unlimited amount of data.
Manage Across Retail Media Networks
Launch campaigns across Amazon accounts and other retail media networks using our powerful Bulk Upload capabilities that include inline editing and error checking. All your publisher campaigns will be precise and streamlined with Marin's unified platform.
Save Time with Automation
Automatically respond to changing conditions with our powerful rules engine that lets you change bids, budget, status based on campaign performance and signals not available to the publishers. Our Amazon PPC automation tool will increase efficiency and simplify your teams' processes.
Improve Performance with Automated Bidding
Outflank competitors for visibility with intraday bidding. Marin’s Automated Bidding tools are powered by Machine Learning and are compatible with Amazon publisher bid strategies. Bid towards all sales, while also setting a bonus value for sales from new customers.
Increase Volume with Automated Keyword Expansion
Automated Keyword Expansion identifies new, relevant keywords that can drive increased search volume and provide better ROI, while also avoiding the wasted spend associated with irrelevant or low-performing keywords. Analyze large datasets to uncover hidden opportunities in the market swiftly with AI.
Resources to Raise the Bar on your Performance Marketing:
Economic Pressures Push Retailers to Cut Costs, but New Revenue Streams Are Emerging
The Gen Z-TikTok effect. Bold new retail partnerships. An exploding retail media market. It will be a year of transformation for retailers. For example, almost all new US digital buyers will be Gen Zers, whose shopping habits are still evolving.
Learn how brands can drive more ecommerce sales, revamp direct-to-consumer strategies, and adjust marketing to attract new customers and more in this complimentary copy of “Retail Trends to Watch for 2023.” You’ll also learn insights from brands like H&M, Zara, JCPenney, J.Crew, Kroger, Walmart, and more.
This report explores:
Gen Z’s spending growth, momentum in the creator economy, and livestreaming’s promise
Opportunities in retail media, digital advertising’s next big area for growth
How brands can widen their reach while protecting their bottom lines
There’s no denying the popularity of Amazon. Amazon is a major player in the world of ecommerce and one of the biggest online marketplaces. With over 300 million customers worldwide, 2.3 billion sellers on the platform, and over 100 new advertisers daily, competition is fierce. Countless brands battle for shoppers around the clock. In the race to be successful sellers, advertisers are aiming to win first place—or at least the best position when it comes to getting their products seen. The trick? Amazon bidding, with a combination of effective strategies to increase sales that will put you on top and set you apart from your biggest competitors.
What is Amazon bidding?
Amazon bidding is an auction-based system that allows sellers to place bids for keywords or products with the goal of showing their ads to potential buyers. When a shopper clicks on their ads, an advertiser pays for the bid. This is known as cost-per-click (CPC) advertising.
How does Amazon bidding work?
Amazon has access to a vast amount of data that helps them calculate the probability of a shopper clicking your ad and converting.
When creating Amazon pay-per-click (PPC) campaigns, advertisers bid on specific keywords that could make their product appear when a buyer searches for that word.
Buyers type search terms in the search bar and scroll through the search result pages driven by the keywords selected by sellers.
Winning the keyword primarily depends on a combination of a seller's bid, the relevance of their product, and the quality of their product listing.
If you win the bidding auction, Amazon’s PPC algorithm uses a Second-Price Auction, resulting in your winning bid being lower than your original bid.
Amazon reduces bids by up to 100% if a click is unlikely to result in a sale and is less likely to convert. This option is automatically applied by default to all existing campaigns.
When to use it: This is a good option for a profit-driven strategy. Dynamic bids help you preserve ad spend for conversions that are unlikely and help to ensure that you don’t overspend on advertising.
Amazon Dynamic Bids, up and down
For first-page search result placement, Amazon raises bids by up to 100% if a click is more likely to convert. It increases bids by 50% for all other placements, and will reduce a bid by up to 100% if a click is less likely to convert.
When to use it: This option is recommended if bids happen to be highly variable in your market because up and down dynamic bids are more flexible. Up and down are perfect for existing campaigns that are well-optimized.
Fixed bids
Amazon will not dynamically adjust a bid based on the likelihood of a conversion.
When to use it: Fixed bids are great for an impression strategy and are ideal for raising brand awareness. Using this strategy, however, will most likely cause you to overpay for a good amount of your clicks. Why? With fixed bids, Amazon applies your bid to every single placement—regardless of the likelihood of conversion. The silver lining is that they allow you to exercise complete control of your sponsored ad campaign budget.
How to calculate the optimal bid
To calculate the optimal bid, use the formula below.
Bid = Max. CPC = Avg. Order Value x Conversion Rate x ACOS Target
Alternatively, the equation can be understood as:
Bid = Max. CPC = (Ad Sales / Ad Orders) x (Ad Orders / Ad Clicks) x (Ad Spend / Ad Sales)
Additionally, the formula can be simplified like so:
Bid = Max. CPC = (Ad Sales / Ad Clicks) x (Ad Spend / Ad Sales)
While these formulas are there to help you with the Amazon bidding process, the goal is to maximize your profit while simultaneously decreasing your spend.
Keywords influence the chance of conversion and the amount you need to bid. They are key to determining the search results that your campaign will target. To identify the most profitable and relevant keywords, consider using an Amazon keyword tool or reverse ASIN search.
Improve your product listing
If your listing is impressive, attractive, and enticing enough to draw a potential customer’s attention, a click is more likely to result in a conversion. Make sure to use clear and informative descriptions, include high-resolution photos, and improve your Amazon feedback rating.
Get on Amazon Prime
Shoppers like it when their Amazon products arrive as quickly as possible. There’s no doubt that Amazon’s same-day or next-day deliveries are a huge appeal for customers —especially when there is no extra charge for it. In fact, 83% of shoppers favor free delivery so much so that more than half (54%) of them will abandon their carts if they have to pay a delivery fee. Take part in Amazon’s fast shipping program by getting the blue Prime badge or by qualifying for Amazon Prime via Seller Fulfilled Prime or FBA.
Follow an advertising strategy
Determine the outcome you’re trying to achieve in order to decide which bidding method is best for your campaign. Develop a strategy so you commit to your goals by selecting the bid that’s most appropriate.
Amazon Bidding Key Takeaways
Amazon bidding is a big determinant in the success or failure of your Amazon campaign advertising efforts. Regardless of how much target-marketing research you conduct, it’s still a challenge to truly know what shoppers want and why. Amazon’s algorithm does a good job of analyzing and predicting success, so with a detailed understanding of how Amazon bidding works, you can still implement winning campaigns to ultimately achieve your business goals.
How MarinOne can help
Getting your products seen among millions of other Amazon sellers is no easy feat.
If you're not yet up to speed with advertising on Amazon, MarinOne can help. Our automated bidding tool can be used to manage bids for Amazon Advertising accounts directly within the MarinOne platform.
MarinOne also manages keyword-level and target-level calculated bids for Amazon Advertising accounts:
For manually targeted sponsored products
Auto-targeted sponsored products
Sponsored brands
Sponsored brand video
Sponsored display
To learn more about other Amazon Advertising management functionality in MarinOne, check out our Amazon Advertising article.
If you're new to MarinOne's automated bidding, learn more about our automated bidding tool from our Bid Strategy article.
Interested in learning more?Try a free trial today.
Intertwine Interactive is a digital marketing company based in Omaha. Intertwine offers a comprehensive list of internet marketing services that includes SEO, PPC, Comparison Shopping, Affiliate Management, Amazon Account Management and Retargeting. The Intertwine Interactive team has working experience in marketing departments of all sizes of business from start-ups to several large companies.
Marin Software’s mission is to give advertisers the power to drive higher efficiency and transparency in their paid marketing programs. Marin Software provides enterprise marketing software for advertisers and agencies to integrate, align, and amplify their digital advertising spend across the web and mobile devices. Marin Software offers a unified SaaS ad management platform for search, social, and eCommerce advertising. Marin helps digital marketers convert precise audiences, improve financial performance, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software’s technology powers marketing campaigns around the globe.
Challenge
Intertwine’s client has been an early adopter of internet marketing since the 1990s and continues to do so when it comes to an increasingly dynamic eCommerce environment. To stay in the lead, they enlisted the support of Intertwine Interactive to manage their paid search efforts.
The client began selling through Amazon in 2016, and started advertising on Amazon towards the end of 2017. After a series of testing, Intertwine decided to increase their investment in summer 2018 and launch a multi-tiered approach on Amazon Advertising. This included Sponsored Brands to compete for valuable top of search results page placement for key brand terms as well as both automatic and manually targeted Sponsored Products campaigns to deliver products to shoppers on a per-product basis. These Sponsored Product campaigns included a roster of product-specific keywords which, for manual targeting, required granular bid optimization per keyword.
