What are Base Values?
In our system for Amazon ad campaigns, a base value is the original bid, budget, or placement modifier value before any time-based changes are made. This is the starting point for calculating adjusted values at different times of the day.
How Dayparting Works:
Initial Setup:
When dayparting starts for the first time, it takes your current bid, budget, or placement modifier (let's say $10) and uses it as the base value.
A multiplier is then applied to this base value. For example, if the multiplier is 1.2, the new value becomes $12.
The base value ($10) is saved for future use.
Subsequent Adjustments:
For future adjustments, the system will apply a new multiplier to the stored base value.
For instance, if the next hour's multiplier is 1.5, the value will be adjusted to $15 (base value $10 x 1.5).
Viewing and Changing Base Values:
You can now view and change the base values directly in our app. If you change the base value, the system will use this new value for all future adjustments.
Implications of Changing Base Values:
Changing Base Values via the App:
When you update the base value in the app, the next adjustment will use this new base value.
For example, if you change the base bid from $10 to $12, and the upcoming hour's multiplier is 1.3, the new value will be $15.6 ($12 x 1.3).
Changing Actual Values (Bids/Budgets/Placement Modifiers):
You can still change the actual bids, budgets, or placement modifiers directly in the app.
Now, you can also change the base values to adjust your overall values. Previously, base values only changed based on the conflict resolution mode.
The system’s behavior will depend on the conflict resolution modes when you modify actual values while dayparting is active. More details about conflict resolution are available in the Knowledge Base.
When to Use Base Values:
Strategic Adjustments: Use base values to set a stable reference point for your bids, budgets, or placement modifiers, ensuring consistent dayparting adjustments without frequent manual changes.
Campaign Optimization: Adjust base values to reflect changes in your advertising strategy, budget allocations, or performance insights.
Managing your base values effectively can significantly improve your campaign performance by ensuring that your bids, budgets, and placement modifiers are optimized for different times of the day, leading to better ad placements and improved ROI.
For further questions or detailed guidance, please refer to our Knowledge Base or contact our support team.