Optimization Models
When setting up a Sponsored Products campaign, you’ll define how each line item should be optimized. The optimization model is chosen at the line item level, meaning you can have different strategies within the same campaign based on your objectives.
Once selected, the AI-powered engine will automatically improve your line item’s performance toward your chosen goal. This ensures your budget is spent efficiently while helping you achieve the results you’re aiming for.
You can choose between our Standard Optimizers (Clicks, Conversions, and Revenue) or our Adaptive CPC Optimizer.
Standard Optimizer Options
There are three available optimizers: Clicks, Conversions, and Revenue.
You will have the option to choose the model while creating your line items.
Click Optimizer:
Goal: Improve performance toward driving more traffic (clicks).
Cost Control: You set your Cost Per Click (CPC), and it remains fixed.
Learning Period: No waiting time - your line item starts being optimized immediately.
Best for: When your priority is getting more visibility and engagement.
Conversion Optimizer:
Focuses on: Improve performance toward increasing purchases.
Cost Control: Your CPC might change slightly, but you can set a max bid to keep costs in check.
Learning Period: Takes about 7-10 days to adjust and perform at its best.
Best for: When you want to drive more conversions efficiently.
Switching Note: If you change to the Revenue Optimizer, you’ll have another 7 to 10 days learning period.
Revenue Optimizer
Focuses on: Improving performance toward maximizing revenue.
Cost Control: Your CPC adjusts dynamically based on performance, but you can set a max bid.
Learning Period: Takes about 7-10 days to reach peak efficiency.
Best for: When you want to get the highest return on your ad investment.
Switching Note: If you change to the Conversions Optimizer, you’ll need another 7 to 10 days learning period.
Setting your Line Item’s Bid (CPC)
This is the baseline amount you are willing to pay for one click of your ad, and that will enter the auction. It does not include your account fees.
Depending on the optimization strategy selected, your CPC bid may be sensibly adjusted to drive more performance.
To set the bid:
Simply enter the amount in the input field in the Bidding box.
It operates on a first-price auction, where all bids act independently of one another and the highest bid ultimately wins. In addition to the bid, relevancy, and prediction, decide which SKU wins the auction. Your CPC bid controls the volume that your ads will deliver.
Adaptive CPC Optimization
What is the Adaptive CPC optimization model?
Adaptive CPC optimization is a type of bidding strategy for Sponsored Products campaigns. It represents a new generation of our Standard performance optimizers for the Sponsored Products line items.
Like our Standard optimization models, it dynamically adjust bids based on the likelihood that showing your ad will lead to a shopper taking a desired action, as determined by your choice of base optimization model, either Clicks, Conversions, or Revenue.
However, Adaptive CPC models add an additional layer of intelligence by factoring in pacing (how quickly your line item is spending relative to its budget) and observed and predicted traffic trends on our site. This allows you to balance performance optimization with budget efficiency, ensuring your line item spends effectively across the full span of shopper activity each day.
While Standard performance optimizers only adjust bid amounts based on performance predictions, Adaptive CPC optimizers also introduce auction throttling — the practice of participating in only a subset of available auctions when a line item is pacing ahead of its plan. This helps align both bidding and auction participation with real-time traffic and marketplace conditions.
The goal of Adaptive CPC is to help each line item achieve strong performance outcomes while spending its full budget efficiently, avoiding premature cap-outs and maintaining visibility during peak traffic periods.