How often will my bids change?

Flywheel evaluates your bids multiple times throughout the day to account for changes in performance.

Why Are My Ads Not Showing Up In The Same Positions?

The position of your Ads depends on your bid. The higher your bid, the better your Ad position. However, this is not the only factor affecting placement.  Amazon's Algorithm was updated in 2018, placement is now dependent on an array of variables, such as sales velocity, reviews, inventory levels, prime status and more. With thousands of new sellers joining Amazon each week, placement will continue to change each day. 

Why Have My Sales Have Decreased?

The Bidder will lower bids on Keywords that are not converting if it cannot afford to buy those clicks. It will also switch Keywords with too little data to the Ad Group default bid. One reason that sales may have decreased is because your MACS are set too low. Raising the MACS will raise bids and thus your sales.

Why did the bid decrease on a keyword/ad group that was performing well in the past?

Often, a bid that has been lowered significantly is in response to external factors that are affecting performance. If we see a drop in conversion rate, for instance, we will decrease the bid to stop you from overspending. Conversion rate can be affected by whole host of reasons such as reviews, ratings and price.

How are changes on a keyword determined?

To understand the bid on a given Keyword, look at the factors that govern the bid:

  1. The conversion of the Keyword. If this is going up or down, the bid will follow it.

  2. The MACS of the Campaign. If the MACS is low or high, the bid will follow it.

  3. The Revenue Per Order. If the sale price has changed and the SKU is getting more or less revenue per order, the bid will follow it. For example, a higher price increases potential ROI, so we bid higher. 

Why Was My Bid Decreased/Increased Even Though My ACOS Was Low/High?

You campaign may be above or below its MACS and still contain Keywords that are spending too much or too little. The Bidder will isolate these and change their bids.

It’s also important to remember that the Bidder will try and respect your MACS. If your ACOS is below the MACS, it will try and spend more to get you more sales.

Next: What is Price Aware Bidding?

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