Amazon Advertising the advertising division of the retail giant, has announced a new change in the way of managing presence in its platform: Dynamic Bidding is the new dynamic bid strategy that uses the large capacity of Amazon artificial intelligence.
Amazon artificial intelligence joins the sponsored products
If you have ever used Google Open Bidding, you will be very familiar with the new system that Amazon's Dynamic Bidding offers: a system that allows dynamic bids in real time through an auction where the winner is the advertiser who pays the best.
In the case of Dynamic Bidding, the dynamic bids will increase or decrease automatically according to the probability of conversion of a sale, since It raises the machine learning system of the retail giant.
The Amazon Advertising offer is very interesting since its artificial intelligence system will see something that the advertiser can not: the person behind the search query .
Amazon will take into account a large number of parameters such as the user's immediate previous searches and even their purchase history, so that the ad that is presented to them will not only be adapted to the search but also Also to the right consumer.
Thus, from now Amazon will give you the option to use the dynamic offers and fixed offers when hiring advertising: the difference between both is that with Fixed offers Amazon will use the exact amount of your offer, as well as any manual adjustments you set in advance.
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Amazon dynamic bidding options
Regarding dynamic bids, Amazon will use your bids set as a reference but you can adjust them up or down according to the likelihood of conversion of your ad.
But that's not all, since Amazon's Dynamic Bidding has two types of offers you can hire:
- Dynamic Bidding: Down Only, where only will adjust your bid if your ad is less likely to convert.
- Dynamic Bidding: Up and Down : In this dynamic bid, Amazon can increase your bid by up to 100% if your ad is likely to achieve the conversion, and likewise will decrease it when it is less likely to convert.
You can learn more about how Amazon's new Dynamic Bidding works in the following video:
How to use Dynamic Bidding in Amazon Advertising
Bid strategies Amazon's dynamics will be as effective as the data that drives them . If Amazon sells a large number of products like the ones you want to advertise on your platform, the probabilities that your Dynamic Bidding will be effective will be greater, since you will have more data to make your automatic decisions, so this point is important in deciding how much invest in your campaign.
To start using Amazon Dynamic Bidding you must create a new campaign for Sponsored Products on your portal and after that choose "automatic targeting" and one of the dynamic bidding options. By using these two functions together, Amazon will find relevant keywords for the product you want to advertise and automatically bid up or down.
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from Nettech Post http://bit.ly/2CAihgA
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