Most advertising effort goes into the campaigns that spend the most. Reasonable — but it leaves a category of campaign almost entirely unexploited: cheap, low-bid campaigns that individually generate modest sales at very low ACoS, and collectively pull your account average down.

They are not exciting. They are close to free money, and they need almost no maintenance once they are running.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-easywins-explainer-dccf435e.mp4)

*Prefer to watch? One hundred and twenty-one seconds on the six structures and their exact bids, why the low bid is the whole strategy, and how to ramp them a cent at a time.*

## **The principle**

Every one of these bids far below your normal rate. The point is **not volume — it is cost**. You are picking up clicks nobody else wants at the bottom of the auction, and at those prices even a mediocre conversion rate produces a good ACoS.

**Which means the usual instinct is wrong here.** When one of these performs well, resist raising bids much. The low bid *is* the strategy. Push it up and you have converted a cheap campaign into an ordinary one.

## **The campaigns**

### **Auto Catch-All**

One Sponsored Products campaign containing **all your ASINs**.

**Bids: $0.40** across all four targeting groups — close match, loose match, substitutes, complements. **Down-only** bidding, no placement multipliers.

**Budget: $25–50/day.** Expect ACoS around **20–25%**.

Adjust bids per targeting group for the first few weeks to land in that range, then largely leave it. This is the highest-priority one to launch.

### **Auto Low Bid**

**One campaign per parent ASIN**, with all child ASINs included.

| Targeting group | Bid |
|---|---|
| Close match, substitutes | **$0.10** |
| Loose match, complements | **$0.05** |

**Down-only. Budget $25–50/day.**

Genuinely set-and-forget. Each campaign typically produces five to twenty sales a month at **under 15% ACoS**. Small numbers that add up across a catalogue.

### **Auto Top of Search**

The same idea aimed specifically at cheap Top of Search clicks.

| Targeting group | Bid |
|---|---|
| Close match, substitutes | **$0.03** |
| Loose match, complements | **$0.02** |

**Then set the Top of Search placement multiplier to 900%.**

The arithmetic: a 3-cent bid multiplied by ten is 30 cents at Top of Search, and near-invisible everywhere else. You are buying Top of Search position at a fraction of the usual rate, accepting that you will only win the cheap end of it.

**Get these bids exactly right.** At 30 cents instead of 3, the 900% multiplier means $3.00 a click. This is the campaign most capable of costing you real money through a typo.

### **Low-Bid Display Product Targeting**

A Sponsored Display campaign using **contextual** targeting, optimised for **conversions**.

Target your **sub-category** rather than the broad one — not "Beauty & Personal Care" but the specific shelf your product sits on — plus closely related categories.

**Bids: $0.10.** The same warning applies: at $1.00 this becomes an expensive campaign very quickly.

### **Low-Bid Manual Research**

Three ad groups — exact, broad and phrase — targeting **every term that produced at least one sale in the last 60 days**. For a new product, use your keyword research instead.

**Bid at roughly 15% of your portfolio's average CPC.** If your average CPC is $1.14, bid **$0.17**.

**Set Top of Search to 200%. Down-only.**

### **Low Bid, High-Intent Audience**

An auto campaign at **$0.20**, down-only, all four targeting groups — with an **audience bid adjustment** applied to the *high interest based on shopping history* audience.

Cheap clicks, weighted toward shoppers Amazon already believes are likely to buy.

![Bid adjustments, by placement and by audience](/kb-assets/shot-amz-sp-placements-f9835f.png)

## **Getting them to spend, without overshooting**

Low-bid campaigns very often produce nothing at first, because the bid sits below the auction floor. The fix is patience and small steps.

**Every other day for the first three weeks:** look at targets with fewer than 2 clicks the previous day and **raise those bids by $0.01**. Leave anything with 2 or more clicks alone.

**Raise by one cent. Not five, not ten.** These campaigns work on thin margins between bid and value, and a large jump turns a cheap campaign into an ordinary one in a single step.

**Stop after about five increases.** If a campaign will not spend after five nudges, pause it and try again another time. Name it clearly so you can find it later.

**And stop raising once clicks are steady**, even if ACoS looks excellent. A 12% ACoS is the campaign working exactly as intended. It is not a signal to scale.

## **When to expect more from them**

**Q4 and Prime Day.** Conversion rates rise across the board, and these campaigns benefit disproportionately because their economics are already favourable. Raise bids modestly going in, and put them back afterwards.

See [**Prepare for Prime Day**](https://kb.trackiq.com/hc/knowledge-base/articles/prepare-for-prime-day).

## **What to expect overall**

Individually unimpressive: a few sales a month each. Across a catalogue with a campaign per parent ASIN, the aggregate is a meaningful block of low-ACoS revenue that pulls the account average down and needs almost no attention.

**They also work unevenly.** A structure that performs well on one ASIN may do nothing on another. Launch across the catalogue, keep what works, pause what does not, and do not try to diagnose the failures — the whole point is that they are cheap enough not to warrant the analysis.

## **Common mistakes**

**Raising bids because ACoS looks good.** The low bid is the entire strategy.

**Getting the Auto TOS bids wrong**, where a 900% multiplier turns a typo into real money.

**Raising by more than a cent** during the ramp.

**Judging them on volume.** They are not volume campaigns.

**Leaving them out of your negatives.** They are auto campaigns, so they still drift — see [**The Bleeder Reports**](https://kb.trackiq.com/hc/knowledge-base/articles/the-bleeder-reports).

## **Related**

- [**Restructure Your Campaigns Before You Optimise**](https://kb.trackiq.com/hc/knowledge-base/articles/restructure-your-campaigns) — where these sit in a complete structure.
- [**Create a Sponsored Products Campaign**](https://kb.trackiq.com/hc/knowledge-base/articles/create-a-sponsored-products-campaign) — building each one.
- [**Cut Wasted Ad Spend in an Afternoon**](https://kb.trackiq.com/hc/knowledge-base/articles/cut-wasted-ad-spend) — keeping auto campaigns honest.
- [**Winning the Frequently Bought Together Placement**](https://kb.trackiq.com/hc/knowledge-base/articles/winning-frequently-bought-together) — turning paid spend into an organic placement.