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How does the Flywheel Bidder respond to price changes?
How does the Flywheel Bidder respond to price changes?
Updated over a year ago

The Flywheel Bidder measures the average order value (AOV) from orders data over a rolling 30-day window.

  • If your price decreases on the product, the AOV will decrease over time as more orders come in at the lower price.

  • If the price increases, the AOV will increase over time as more orders come in at the higher price.

  • In both use cases, the AOV will stabilize at the new price.

The Flywheel Bidder sets bids in direct proportion to the AOV.

  • Price increases: If the AOV increases, then bids increase because the potential payoff is higher. For example, If the AOV increases by 10%, then will bids increase by 10%.

  • Price decreases: If AOV decreases, then price decreases because the potential payoff (ROI) is lower. For example, if the price was originally $15, an ACoS Target set at 10% indicates a willingness to spend up to $1.50 on a click (assuming one unit per order). Reducing the price to $10, then indicates a willingness to only spend $1.00 per click.

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