Your cost of advertising and ACoS success are ultimately determined by how much you bid on a keyword, ad group, or campaign in the first place. Amazon will display the average bids for keywords in the same way that Google does. As a starting point for making your bids, use this as a guideline. In general, you should bid lower on keywords with poor conversion rates and higher on keywords with good conversion rates. Increasing your bid or consulting the purchase box status to guarantee that your Amazon Standard Identification Numbers (ASINs) are qualified to serve are two options if your impressions are too low.
When it comes to optimising your bids, it’s all about striking a balance. Bidding high enhances your product rankings and may result in more clicks, but it also has the potential to raise your average cost per acquisition (ACoA). Bidding low might lower your product rankings and lead you to lose clicks, or worse, exclude you from participating in the auction entirely. The most effective technique is to experiment with various bid levels to observe how they affect performance.