A Modern Approach to Bidding with Jordi Beltran and Carlos Sastre - Episode 348

Ecommerce Braintrust

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

This week we’re sharing a high-level conversation about bid management in Amazon's advertising ecosystem with retail media experts Jordi Beltran and Carlos Sastre.

Join us to discover the nuances of bid management, its impact on budget allocation, and how campaign architecture plays a vital role in optimizing brand performance.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordi, and Carlos discuss:

• Budget Distribution: The need for a clear structure in budget distribution and campaign architecture to control investments and achieve campaign objectives.

• Campaign Objectives: Importance of having focused approaches for each campaign to maximize efficiency and return on investments.

• CPC Analysis: The significance of monitoring Cost Per Click (CPC) and budget management to maintain campaign efficiency.

• Signs of Poor Structure: Identifying accounts with hundreds of products or keywords in a single campaign as a red flag for inefficiency.

• High Competition Categories: The importance of strategic bidding in competitive categories where clicks can be expensive.

• Conversion Rates: The need to understand the conversion rates of products to avoid overspending and optimize bids for better returns.

• Bid Placement Modificator: Adjusting bids for top search placements can drastically improve campaign performance.

• Campaign Bidding Strategies: Carlos advises using a "down only" bidding strategy for better control and efficiency.

• Automation Trends: How Amazon is evolving towards more automation and goal-based bidding, similar to trends seen in other advertising platforms like Google.

• Algorithm Improvements: Jordi highlights the improvements in Amazon's algorithm and the potential benefits and drawbacks of automatic campaigns.