Sponsored Product bidding strategies

A bidding strategy refers to the method advertisers use to determine how much they are willing to pay in real-time auctions. There are 3 bidding strategies for Sponsored Product Ads: Optimize for ROAS, Max Sales, and Manual bidding.

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Note:

Each campaign bidding strategy can be turned on or off at the platform level. It is not possible to adjust the bidding strategy for a set of individual advertisers or groups of advertisers.

Choosing a Bidding Strategy

If you are a new advertiser or have never advertised your products before, we suggest starting with a Manual bidding strategy first. Then run a Manual bidding campaign for at least 2 weeks before starting an Optimize ROAS or Max Sales bidding campaign.

Running a Smart bidding campaign enables advertisers to achieve stable sales and expand reach with a minimum ROAS goal. This option is simple to use as it does not require optimization tuning, advertisers can simply start the campaign and monitor progress.

Optimize ROAS (Target ROAS)

Optimize ROAS is an automated bidding strategy designed to streamline the bidding process, eliminating the need for guesswork. It utilizes your target ROAS (tROAS goal) to automatically determine the CPC bid. Advertisers are charged at the time a click is registered on the ad.

Max Sales

Max Sales is an automated bidding strategy that focuses on delivering the highest revenue for advertisers by targeting the most relevant and high revenue potential impressions based on budget and item set. Max sales supports automatic placement targeting and manual targeting to maximize your advertising campaign.

Manual Bidding

Use this strategy to set a maximum cost-per-click (CPC) bid for every relevant ad impression. The advertiser decides the max CPC they are willing to pay and MCM optimizes for clicks, at or within, the CPC and the advertiser's budget. This approach gives advertisers full control over their bid amounts, but requires ongoing monitoring and adjustment to optimize performance. Advertisers are charged when a click on the ad occurs.

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Questions?

Please see our FAQ for answers to common campaign option questions.