Optimize Your Sponsored Products Campaign
Once your campaign is live, you can start making adjustments to improve its performance. Use the guide below to optimize effectively.
Optimize by Page Type (Bid Multipliers)
What it does?
It lets you adjust your bid depending on the type of page where your ad appears.
Available Page Types:
Category Page
Home Page
Product Detail Page
Search Page
How it works?
You can increase bids by up to +500% or decrease by up to -50%.
Keep in mind:
Your line item’s Max CPC caps the final bid.
You cannot go below the Minimum Bid.
How to set a Page Type Bid Multiplier?
On the Campaigns page, click the name of the campaign you want to edit a line item for.
On the resulting Line Items page, click the name of the desired line item.
Click Placements.
Click the Edit icon in the Bid Multiplier column of the page type you want to adjust.
In the dialog that opens, enter the percentage you want to increase or decrease the bid by, and click Save.
You can view the Bid Multiplier percentage and the resulting Adjusted Bid amount on the Placements page.
Optimize by Product (Product Bid Overrides)
What it does?
It lets you set individual CPCs for specific products.
Why use it?
Prioritize certain products (e.g., new launches, promos).
Fine-tune performance.
How it works?
Product bid overrides replace the line item CPC for that product.
Any page type multiplier still applies on top of this override.
How to set a product bid override?
In the Campaigns dashboard, select your desired campaign.
Once inside the campaign, click on the relevant line item.
On the Products dashboard, scroll to the Product Bid column and click the Edit icon.
Input the amount you want to bid for that individual product.
Alternatively, if you want to see all products that live under a campaign:
After selecting the campaign, click on Products on the left sidebar menu of the Line Item dashboard (instead of clicking the specific line item’s hyperlinked name like you did in Step 2 above).
You will see all products featured under the campaign, across all its line items. If you scroll to the right in this table, you will see the same Product Bid column and can also set product bid overrides here.
Editing in Bulk
To edit bids for multiple products at once:
Select the checkbox next to each product’s ON/OFF toggle when viewing the list of products within a specific line item, or when viewing the full product list, across all line items, within a campaign.
You can select all products by clicking the checkbox in the header row (above the Total row). If any checkbox is selected, an indicator showing how many products are currently selected will appear above the header row, along with an Edit option.
Once all the products whose bids you wish to edit are selected, click Edit. In addition to being able to turn the products ON or OFF, you can also Edit bids.
The bid editing functionality at the product level gives users three options by which to adjust their bids:
By set amount
By increasing or decreasing by % factor (e.g. if my bid is $1 and I increase by +20%, my new bid will be $1.20)
By removing any product bid overrides
If a line item has a Max Bid set and you wish to increase your product bid overrides to a set amount or by a percentage factor that would result in new override bids which exceed the current Max CPC value, choosing the Increase Maximum Bid option allows the line item’s Max CPC bid to be updated simultaneously to match either the new amount (if by set amount), or the highest resulting bid value of the set of bids which have been changed by percentage factor.
If this option is not selected, the product bids’ increases will be capped such that the new bids will match the existing Max CPC value of their respective line item.
Lastly, if the proposed increases do not result in a new product bid override amounts that exceed the line item’s current Max CPC value, selecting this option has no impact.
Existing Product Bid Override(s) | Existing Max CPC | Proposed Increase | Increase Maximum Bid Option Selected | Resulting Product Bid(s) Override(s) | Resulting Max Bid |
Product A Bid: $1
Product B Bid: $1.50 | $2 | Increase by +110% | Yes | Product A Bid: $1 + ($1*110%) = $2.10
Product B Bid: $1.50 + ($1.50*110%) = $3.15 | $2 → $3.15 |
Product A Bid: $1
Product B Bid: $1.50 | $2 | By Set Amount to $2.10 | No | Product A Bid: $1 → $2
Product B Bid: $1.50 → $2
The increasewill be capped to the existing Max CPC value of $2. | $2 No change. |
Product A Bid: $1
Product B Bid: $1.50 | $2 | Increase by +20% | Yes | Product A Bid: $1 + ($1*20%) = $1.20
Product B Bid: $1.50 + ($1.50*20%) = $1.80 | $2 No change, since $1.80 < $2. |
You will see a column showing the Original and New Bids to review your changes before clicking Save.
Optimize by Keyword
What it does?
It sets bids per keyword (auto-generated or manual).
How to use it?
Increase bids for high-performing keywords.
Add/exclude keywords to fine-tune targeting.
Bidding Hierarchy
Now that you've explored the different bidding tools available, it's important to understand how bidding decisions are prioritized within the platform. This hierarchy determines which bid amount is used when your ads enter an auction.
1. Line Item CPC Bid
When you set up a line item, you define a Cost-Per-Click (CPC) bid. This is the default bid the platform uses unless a more specific override is applied.
2. Product-Level Bid
If you assign a product bid, it overrides the line item CPC bid for that specific product. This allows for more granular control over bidding at the product level.
3. Page Type Bid Multipliers
If you've configured bid multipliers for specific page types:
The multiplier applies to the product bid if one is set.
If no product bid is set, the multiplier applies to the line item CPC bid.
This hierarchy ensures that your bidding strategy reflects both broad campaign goals and specific product-level priorities.