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Bidding and Optimization

Home > English > Bidding and Optimization > Bidding Basics > Amazon Bidding

Amazon Bidding

Introduction

Marin's automated bidding tool can be used to manage bids for your Amazon Advertising accounts within the MarinOne platform. 

In this article, we'll walk you through the basics of managing bids for your Amazon Advertising accounts in MarinOne. To learn more about other Amazon Advertising management functionality in MarinOne, check out our Amazon Advertising article. 

If you're new to Marin's automated bidding, you can learn more about Marin's automated bidding tool from our Bid Strategy article. 
 

How it Works


If you've used Marin's automated bidding tool to manage Bid Strategies for other publishers, then managing bids for Amazon Advertising accounts should be pretty familiar. Marin manages keyword-level and target-level calculated bids for Amazon Advertising accounts on the following supported campaigns types:
 

  • Manually targeted Sponsored Products
    • with keywords
    • as well as with product targets
  • Auto targeted Sponsored Products
    • with 4 pre-defined auto targets (close match, loose match, complements & substitutes)
  • Sponsored Brands
    • with keywords
    • as well as with product targets
  • Sponsored Brands Video
    • with keywords
    • as well as with product targets
  • Sponsored Display
    • with product targets

 

 

If you'd like to learn more about Amazon's ad types, check out our Amazon Advertising article. 

How to


  1. From MarinOne, navigate to the Optimization tab in the bottom-left corner.
     

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  2. Click on the Bid Strategies sub-tab.
     

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  3. From here, you can see a list of your Bid Strategies. This list aligns with the Bid Strategies that are used in Marin Search Client Account(s). You should also see any Amazon-specific Bid Strategies that you've already created or you can create new Bid Strategies from scratch. 
  4. To learn more about bidding in MarinOne, check out our Bidding Overview and Bid Strategies articles. 

Marin bidding Goals


Currently, Marin’s automated bidding supports all bidding goals for use with Amazon except for position-based bidding. Amazon does not currently provide position data through their advertising API.

The Bidding Goals available for use with Amazon Bidding include:

  • Maximize Conversons to CPA
  • Maximize Revenue to ROAS
    • Using Total Revenue
    • Using Conversion Type (% of Revenue)

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If you'd like to learn more about the Revenue Models available in Marin Bidding, check out our Bidding Revenue Models article. 

Important notes


  • If your Amazon keywords are assigned to automated Bid Strategies that are set to Traffic mode, we will push calculated search bids to Amazon once per day. 
  • We do not currently push manually-edited search bids to Amazon, only bids that have been calculated by Marin’s automated bidding. We plan to support manually-edited bids in a future iteration. 
  • Please note that your cost and conversion metrics when using Amazon Advertising may differ greatly from those of other publishers. Keep this in mind as you set your bidding goals and creating your Bid Strategies, as combining Amazon Advertising publisher accounts with other search publishers may cause performance changes.
  • Marin bidding's forecasting tools are currently supported.

 

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