Dynamic Amazon Bidding Strategy Drives Tremendous Growth for Retailer
Nimble bidding technology and seasoned analysts strengthened return on ad spend in a big way.
Challenge
Our client was new to Amazon Sponsored Products, only having tested the platform for a three-week stint prior to coming to Merkle. They sought the expertise of an experienced agency to help get their program off the ground.
Approach
The Merkle team followed best practices to build out a mix of automatic and manual campaigns — casting a wide net to capture relevant traffic. We used a tiered approach to appropriately bid keywords based on their expected return to meet the client’s efficiency goals while staying within budget.
After launch, the team conducted regular search term analyses to find new keywords and negatives, added keyword coverage for new products, and made bidding adjustments to continuously optimize the account.
Results:
Keys to success:
- Nimble bidding technology that adapts quickly to changes in performance targets
- Experienced analysts to layer strategic oversight on top of bidding calculations
- Frequent search term report analysis to identify unqualified traffic and add negatives
- Clean campaign structure to enable streamlined analysis, budgeting, bidding, and keyword additions
