Multi-Marketplace Bidding vs. Account-Level Optimization
This article explains when to use (and when not to use) a Multi-Marketplace Bidding Performance Group. Multi-Marketplace Bidding Performance Group enables you to optimize campaigns from different accounts and platforms (e.g. amazon.de, amazon.fr.,ebay.de, google ads) in a single Performance Group.
When to use a Multi-Marketplace Bidding Performance Group?
Considering using a Multi-Marketplace Bidding Performance Group when one of the below applies:
Single distribution center, no preference where sales take place
Stable campaigns with an identical goal
Migrating away from thinking about budgets in silos
Optimizing multiple Seller and Vendor campaigns
A single distribution center with no preference where the sales take place
If you are using a single distribution center that covers several countries and it is not important via which advertising account the sales take place, then a Multi-Marketplace Bidding Performance Group optimization is a great option.
Unite the campaigns promoting the same products in a single Multi-Marketplace Bidding Performance Group. You will not only save time, but also improve the performing criteria. This kind of optimization will drive the results towards the total regional or global sales.
Stable campaigns with an identical goal
If you have several stable campaigns with identical goals, bring them together under a single Multi-Marketplace Bidding Performance Group. You will save time and simplify the optimization management.
Migrating away from thinking about budgets in silos
Do you have a regional strategy? Then a Multi-Marketplace Bidding Performance Group is a good fit. Bring your regionally-oriented campaigns together.
When handling a single marketplace or single platform, the performance is based on only one specific market. But when you want to pursue a regional strategy, it is more beneficial to allocate ad spend based on overall performance. A Multi-Marketplace Bidding Performance Group will do just that: enable you to make decisions based on the entire product portfolio level.
Optimizing multiple Seller and Vendor campaigns
If you are optimizing multiple Seller and Vendor accounts, combining them under a single Multi-Marketplace Bidding Performance Group is a great time-saver. Joining the campaigns promoting the same products under one Multi-Marketplace Bidding Performance Group also simplifies optimization management.
When to not use a Multi-Marketplace Bidding Performance Group?
Do not use a Multi-Marketplace Bidding Performance Group when:
Campaigns are performing poorly
Launching a new product in a single market
Poor performing campaigns
When a campaign is not performing well, it usually needs an additional push to reach the desired performance results. Do not put it to a Multi-Marketplace Bidding Performance Group. Rather create a standalone Performance Group only for your poor performing campaign. This ensures that the algorithm is not prioritizing better-performing criteria from other campaigns and focuses on optimizing your under-performing campaign.
New product launch campaigns in a single market
When you are launching a new product in only one market, do not include related campaigns to a Multi-Marketplace Bidding Performance Group. Doing so might take the focus off the new product because the optimization prioritizes well-performing criteria of other products already on the market.
Preferably create a standalone Performance Group with a volume goal (cost per day). This approach ensures that the new campaign will start generating history and also repeatedly spend the daily budget.
Please be aware to check on your campaigns budget - these needs to be high enough to freely shift between the campaign without running out of money and therefore the consequence of not being displayed anymore after the daily budget is out.
Check here on our Feature budget suggestion to always be aware of your campaigns budget.