The Campaign Summary gives you an overall sales picture of the Amazon PPC cost spent and the revenue generated from the ad sales. The illustration is a breakdown of the sales versus the PPC costs for automatic and manual campaigns separately.
It is advisable to have a reduced bid rate for automatic campaigns. The target is very vague since Amazon automatically identifies the search terms for which the ad must be shown. These search terms are extracted from the keywords in your title, product feature, description section, etc. The Ad impression is not very precise in terms of the CTR and the sales rate. Therefore it is better to bid lesser in automatic campaigns.
Customer Success Head at SellerApp
Customer success leader with expertise in coordinating between cross-functional teams in product development and strategy, professional services, sales, marketing and content to deliver excellent customer experience and accelerate growth within the company by ensuring clients’ success.