Steven Pope

You can exclude some things.

If you have some rules, like maybe you want to exclude your current brand, um,

and stuff like that.

In terms of campaign bid strategy here, I would recommend doing the down only as the default for almost every single campaign.

There are exceptions to this.

We have lots of videos where we go in and talk why you might wanna switch to one or another, but for the sake of a Christmas campaign, dynamic down only is totally fine.

top of search, it is worth going ahead and doing a 20% or so, depending on your category, you know, your mileage might vary.

Uh, but top of search for a gifting thing does make a lot of sense because it is a higher converting keyword.

You can pay a little bit extra, uh, to be in the top of one through four PPC search term results.

Uh,

The thing I don't like about Amazon's campaign setups is you can't do negatives.

So I can't be like, I want to do negative 30% on product pages.

So you only can do bid up.

Please keep in mind that if you have a bid modifier in one location, that it will stack with other locations.

So for example, if you were to do a time of day bid modification on this campaign, it will stack in addition to the top of search.

Since it's a gift and a Christmas campaign, you really don't need to do any sort of bid by day, day a week sort of setup here.

This is going to expire on Christmas Day.

This is going to be a short-lived campaign.

We only have a few days left until Christmas.

That's okay.