Calculator
Amazon CPC and target CPC calculator
Find the bid that hits your target ACoS, check your actual CPC, or see what placement adjustments do to a bid.
- Free, no sign-up
Enter your Conversion Rate, Average Order Value, and Target ACoS to calculate your target CPC to meet your target ACoS.
Target CPC
Enter your Revenue Per Click and Target ACoS to calculate your target CPC to meet your target ACoS.
Target CPC
Enter your ad spend and clicks from the same date range to see what you paid per click on average.
Actual CPC
Enter your bid and your placement adjustments to see the bid each placement starts from.
Placement bids
- Top of search bid:
- $1.50
- Rest of search bid:
- $1.00
- Product pages bid:
- $1.00
With dynamic bids - down only, Amazon can lower these bids in real time when a click looks less likely to convert. It won't raise them.
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Do this every day in Merch Jar.
Automation logic you can read, adjust and preview on your account. It's saved switched off, and runs once you turn it on.
Next step
Automation logic you can read, adjust and preview on your account. It's saved switched off, and runs once you turn it on.
Next step
Automation logic you can read, adjust and preview on your account. It's saved switched off, and runs once you turn it on.
Have a search term report? Run it through the free analyzer to see which searches spent money without an order. Your file stays in your browser.
What is a target CPC?
- 1Find your target CPC: the cost per click that reaches your target ACoS. The calculator works it out from your conversion rate and average order value, or from your revenue per click.
- 2Compare it with what you pay now. The spend and clicks tab gives you your current CPC.
- 3If your current CPC is less than your target CPC, raise your bid to hit your target ACoS. If it is greater, lower your bid.
FAQ
Target CPC Formula
Your target cost per click is calculated by first figuring out your revenue per click. This can be calculated by multiplying your conversion rate by your average order value.
Once you have your revenue per click, you want to multiply that by your target ACoS.
As an example, if you have a 10% conversion rate and a $19 average order value, then your revenue per click will be $1.90 (multiplying your $19 average order value by your 10% conversion rate = $19 * 0.10 = $1.90).
If you have a 19% target ACoS and you know your revenue per click is $1.90, then you will multiply those together to get your target CPC. In this case that would be $0.36 ($1.90 revenue per click * 0.19 target ACoS).
Your actual CPC
Actual CPC is ad spend divided by clicks over the same date range, so $450 of spend on 300 clicks is $1.50 a click. If that sits above your target CPC, clicks are costing more than your target ACoS allows at your current conversion rate and order value.
Before you cut the bid, check which side moved. A drop in conversion rate pushes ACoS up even when the CPC holds still, and what does ACoS mean walks through how the pieces fit together.
Placement adjustments and your bid
A placement adjustment raises your bid for one placement by a percentage. With a $1.00 bid and a 50% top of search adjustment, your top of search bid is $1.50. Rest of search and product pages work the same way with their own percentages.
It also works backward. If your target CPC for top of search is $1.20 and the adjustment is 50%, a bid of about $0.80 gets you there, since $0.80 x 1.5 is $1.20.
Your bidding strategy can move the bid again at auction time. Fixed bids use it as set. Dynamic bids - down only can lower it when a click looks less likely to convert, and dynamic bids - up and down can raise it as well, so a click can cost more than the adjusted bid the calculator shows.
How often should I adjust my bids?
Whenever the inputs move. Conversion rate and order value drift with price changes, reviews and season, so a target CPC worked out last month can be off today. Checking your biggest keywords every week or two keeps their bids close to your target ACoS.
By hand, across hundreds of keywords, that adds up. In Merch Jar, the Dynamic Bid Management template moves each bid toward your target ACoS in small steps, with a cooldown between changes. It's saved switched off, you preview the bids it would set, and it only changes them after you turn it on.