A Modern Approach to Bidding with Jordi Beltran and Carlos Sastre - Episode 348
Ecommerce Braintrust · with Jordi Beltran and Carlos Sastre · July 2, 2024 · 15 min
Summary
This episode breaks down modern Amazon bid management strategies for established consumer brands. It emphasizes the importance of a clear campaign structure aligned with specific business goals, offering practical advice on optimizing bids, analyzing CPCs, and choosing appropriate bidding strategies to maximize ROI and avoid common pitfalls like overspending on bids or mismanaging budgets. Key insights include structuring campaigns by objective, monitoring CPCs against benchmarks, and leveraging bid modifiers and campaign bidding strategies effectively.
Key takeaways
Implement a clear, objective-based campaign structure on Amazon to maintain control over ad spend and strategy, avoiding broad campaigns with hundreds of ASINs or keywords that dilute effectiveness.
Regularly monitor Cost Per Click (CPC) against category benchmarks and budget allocation to prevent campaigns from going out of budget prematurely or overpaying for clicks.
Utilize bid placement modifiers (e.g., for 'top of search') to strategically increase bids for high-visibility placements that typically yield better conversion rates and CTRs.
Opt for the "down only" campaign bidding strategy on Amazon to maintain strict control over CPCs and enhance efficiency, reserving "up and down" for aggressive, short-term testing if necessary.
Be cautious with Amazon's suggested bids, as they can sometimes lead to overspending; always cross-reference them with your product's profitability and desired ROAS.
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear. This week we're sharing a high-level conversation about bid management in Amazon's advertising ecosystem with retail media experts Jordi Beltran and Carlos Sastre. Join us to discover the nuances of bid management, its impact on budget allocation, and how campaign architecture plays a vital role in optimizing brand performance. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordi, and Carlos discuss: Budget Distribution: The need for a clear structure in budget distribution and campaign architecture to control investments and achieve campaign objectives. Campaign Objectives: Importance of having focused approaches for each campaign to maximize efficiency and return on investments. CPC Analysis: The significance of monitoring Cost Per Click (CPC) and budget management to maintain campaign efficiency. Signs of Poor Structure: Identifying accounts with hundreds of products or keywords in a single campaign as a red flag for inefficiency. High Competition Categories: The importance of strategic bidding in competitive categories where clicks can be expensive. Conversion Rates: The need to understand the conversion rates of products to avoid overspending and optimize bids for better returns. <p dir="ltr" role="pr
What does this episode say about amazon & marketplaces?
Implement a clear, objective-based campaign structure on Amazon to maintain control over ad spend and strategy, avoiding broad campaigns with hundreds of ASINs or keywords that dilute effectiveness.
What does this episode say about paid acquisition?
Regularly monitor Cost Per Click (CPC) against category benchmarks and budget allocation to prevent campaigns from going out of budget prematurely or overpaying for clicks.
What does this episode say about analytics & attribution?
Utilize bid placement modifiers (e.g., for 'top of search') to strategically increase bids for high-visibility placements that typically yield better conversion rates and CTRs.
What does this episode say about amazon & marketplaces?
Opt for the "down only" campaign bidding strategy on Amazon to maintain strict control over CPCs and enhance efficiency, reserving "up and down" for aggressive, short-term testing if necessary.
What does this episode say about amazon & marketplaces?
Be cautious with Amazon's suggested bids, as they can sometimes lead to overspending; always cross-reference them with your product's profitability and desired ROAS.
