How to Adjust Keyword Bids in Amazon Ads

Learn how to analyze keyword performance metrics and adjust keyword bids in Amazon Ads Campaign Manager.

August 25, 2026 By Hafiz Hamza

This guide demonstrates how to analyze campaign performance metrics and adjust targeting bids within Amazon Ads Campaign Manager to optimize advertising spend.

This applies to Amazon sellers, PPC specialists, and marketing managers who need to optimize keyword bids and monitor campaign performance across marketplaces.

Navigate to Campaign Manager

Before making bid modifications, confirm that you are viewing the correct marketplace. Currency values (such as USD or AUD) and campaign performance metrics reflect the active marketplace selection.

Step #1: Right-click on Campaign Manager under the Advertising menu to open it in a new tab. — Right-click on **Campaign Manager** under the Advertising menu to open it in a new tab.

Step #2: Click the sidebar expand button to open navigation options. — Click the sidebar expand button to open navigation options.

Step #3: Click on Campaigns in the sidebar navigation to view campaign-level performance. — Click on **Campaigns** in the sidebar navigation to view campaign-level performance.

Drill Down to the Ad Group and Targeting Level

Amazon Ads structures campaigns into campaign levels and ad group levels. Keyword bid adjustments take place at the ad group targeting level.

Step #4: Right-click on the desired campaign name to open its details. — Right-click on the desired campaign name to open its details.

Step #5: Click on the Ad groups tab. — Click on the **Ad groups** tab.

Step #6: Right-click on the target ad group name to open the ad group view. — Right-click on the target ad group name to open the ad group view.

Step #7: Click on Targeting in the left-hand navigation pane to see active target keywords and ASINs. — Click on **Targeting** in the left-hand navigation pane to see active target keywords and ASINs.

Customize Metric Columns and Review Data

To make informed bid decisions, configure your performance view with key advertising metrics.

Step #8: Click on the Columns dropdown button above the table. — Click on the **Columns** dropdown button above the table.

Step #9: Click on Customize columns. — Click on **Customize columns**.

Step #10: Select all important metrics such as CPC, clicks, ACOS, etc. — Select all important metrics such as CPC, clicks, ACOS, etc.

Step #11: Select the CPC checkbox. — Select the **CPC** checkbox.

Step #12: Select the CTR checkbox. — Select the **CTR** checkbox.

Step #13: Click on Apply to update the performance table. — Click on **Apply** to update the performance table.

Step #14: Click on the date range picker above the table. — Click on the date range picker above the table.

Step #15: Adjust the dates and evaluate performance to make better decision. — Adjust the dates and evaluate performance to make better decision.

Check Placement Multipliers and Adjust Bids

Check your campaign placement bid adjustments before increasing keyword bids. Existing top-of-search or product page placement percentages will multiply your base bid changes.

Step #16: Select the checkbox next to the target keyword you want to adjust. — Select the checkbox next to the target keyword you want to adjust.

Step #17: Click on the Bulk actions button above the targeting table. — Click on the **Bulk actions** button above the targeting table.

Step #18: Click on Adjust bid from the dropdown menu. — Click on **Adjust bid** from the dropdown menu.

Step #19: Select any option according to your goal from the modification options. — Select **any option according to your goal** from the modification options.

Change bids accordingly

Step #21: Click on Save changes to apply the updated bid. — Click on **Save changes** to apply the updated bid.

Q: At what level in Campaign Manager do keyword bid adjustments occur?

A: Bid adjustments are configured at the ad group targeting level under the Targeting tab, rather than at the top campaign level.

Q: Why should placement adjustments be checked before increasing keyword bids?

A: Placement multipliers (such as top of search percentages) increase your base bid automatically for specific ad placements. Checking placement settings ensures that your combined bid remains within your intended target range.

Q: What metrics should be reviewed before modifying bids?

A: Review Advertising Cost of Sales (ACoS), Cost Per Click (CPC), Click-Through Rate (CTR), and order volume over a 30-day, 7-day, 14-day date range to determine keyword profitability before adjusting bids.

Term	Definition
ACoS	Advertising Cost of Sales, representing the percentage of direct sales spent on advertising.
CPC	Cost Per Click, the actual monetary amount paid each time an ad is clicked.
CTR	Click-Through Rate, calculated as the total number of clicks divided by impressions.
Placement Multiplier	A percentage increase applied to base bids for specific ad positions, such as Top of Search or Product Pages.
Targeting	The specific keywords, product ASINs, or categories selected within an ad group to trigger ad impressions.

How to Adjust Keyword Bids in Amazon Ads

Learn how to analyze keyword performance metrics and adjust keyword bids in Amazon Ads Campaign Manager.

August 25, 2026 By Hafiz Hamza

This guide demonstrates how to analyze campaign performance metrics and adjust targeting bids within Amazon Ads Campaign Manager to optimize advertising spend.

This applies to Amazon sellers, PPC specialists, and marketing managers who need to optimize keyword bids and monitor campaign performance across marketplaces.

Navigate to Campaign Manager

Before making bid modifications, confirm that you are viewing the correct marketplace. Currency values (such as USD or AUD) and campaign performance metrics reflect the active marketplace selection.

Drill Down to the Ad Group and Targeting Level

Amazon Ads structures campaigns into campaign levels and ad group levels. Keyword bid adjustments take place at the ad group targeting level.

Customize Metric Columns and Review Data

To make informed bid decisions, configure your performance view with key advertising metrics.

Check Placement Multipliers and Adjust Bids

Check your campaign placement bid adjustments before increasing keyword bids. Existing top-of-search or product page placement percentages will multiply your base bid changes.

Change bids accordingly

Q: At what level in Campaign Manager do keyword bid adjustments occur?

A: Bid adjustments are configured at the ad group targeting level under the Targeting tab, rather than at the top campaign level.

Q: Why should placement adjustments be checked before increasing keyword bids?

Q: What metrics should be reviewed before modifying bids?

Term	Definition
ACoS	Advertising Cost of Sales, representing the percentage of direct sales spent on advertising.
CPC	Cost Per Click, the actual monetary amount paid each time an ad is clicked.
CTR	Click-Through Rate, calculated as the total number of clicks divided by impressions.
Placement Multiplier	A percentage increase applied to base bids for specific ad positions, such as Top of Search or Product Pages.
Targeting	The specific keywords, product ASINs, or categories selected within an ad group to trigger ad impressions.