How the PPC Bid Recommendation Calculator works
A bid is worth what a click is worth: average order value times the chance the click converts, times the share of revenue you are willing to spend on ads. This calculator gives that number as a recommendation and tells you whether your current CPC is above or below it.
It is guidance, not a guarantee. Real CPC depends on the auction, placement (top of search costs more), and how competitors bid that day.
Formula
- Recommended bid = Average order value × Conversion rate × Target ACoS
- Ceiling bid = Average order value × Conversion rate × Break-even ACoS
- Change = (Recommended − Current CPC) ÷ Current CPC × 100
Example
Recommended $0.71 with a $0.99 ceiling; the current $0.95 CPC is 25% too high, so lower the bid in steps.
Average order value: 31.5Conversion rate %: 9Target ACoS %: 25Break-even ACoS % (optional): 35Current CPC (optional): 0.95Current ACoS % (optional): 38
Frequently asked questions
Why hold when the change is small?
Moves under 5% are within normal noise. Changing bids too often prevents Amazon's algorithm from stabilising delivery.
Should I use keyword-level or campaign-level numbers?
Keyword-level when it has 30+ orders; otherwise use the campaign or ad-group averages.