竞价建议和竞价范围

建议竞价和竞价范围是系统根据与您的广告类似的广告的一组最新胜出竞价计算得出的。竞价范围是商品分类中大多数广告的胜出竞价的范围。

“建议竞价”为您提供其他广告主对商品（例如您的商品）使用的预估竞价。此范围的目的是帮助您开始使用广告。但是，如果您有特定的目标，我们建议您输入一个可以实现策略的竞价，然后根据您的广告活动业绩调整竞价。

例如，如果您的广告组的建议竞价为 $0.70 ($0.40 - $1.40)，即表明建议竞价为 $0.70，竞价范围为 $0.40 到 $1.40。

根据每次竞拍中竞价和广告的增加或减少，建议竞价和竞价范围每天都会更新。

结合使用建议竞价和竞价范围来决定广告组或关键词的竞价。

如果您决定使每次点击的价值高于建议竞价，例如建议竞价为 $1.60，那么您可以将竞价设置为 $1.60。现在，由于您的竞价高于建议竞价且高于竞价范围的最高值，您的广告在竞拍中将更具竞争力。这可能会增加您赢得更多展示次数、点击次数和销量的机会。

再举一个例子，如果广告组或关键词的建议竞价为 $0.70，而竞价范围为 $0.40 到 $1.40，则您可以将每次广告点击的价值定为 $0.60。即使 $0.60 低于建议竞价，您仍然可以赢得展示次数。但是，您可能会以更高的竞价赢得更多展示次数。

查找您的建议竞价

要查找商品推广手动广告活动的建议竞价，请在“广告活动管理”中点击您的广告活动，然后依次点击 关键词 选项卡。建议竞价将显示在数据表中。创建广告活动时，建议竞价将显示在关键词定位和竞价部分的表格中。要查找自动广告活动的建议竞价，请在“广告活动管理”中点击您的广告活动，每个广告组建议竞价将在“建议竞价”列中列出。

 亚马逊官网原文详情：

Suggested bid and bid range

Suggested bid and bid range are calculated from a group of recent winning bids for ads that are similar to yours. The bid range is a range of winning bids for most ads in your product category.

The suggested bid provides you with an estimate of bids that have been used by other advertisers for products such as yours. The purpose of this range is to help you get started with advertising. However, if you have a specific objective in mind, we recommend that you enter a bid that will enable you to meet your strategies and then adjust your bid based on your campaign performance.

For example, if the suggested bid for your ad group is $0.70 ($0.40 - $1.40), the suggested bid is $0.70 and the bid range is $0.40 to $1.40.

Suggested bid and bid range update daily, based on the increase or decrease in competing bids and ads in each auction.

Use the suggested bid and bid range together to decide on a bid for your ad group or keyword.

If you decide that each click is worth more than the suggested bid, for example $1.60, you can set your bid at $1.60. Now, since your bid is higher than the suggested bid and above the high end of the bid range, your ads will be more competitive in auctions. This may increase your chances of winning more impressions, clicks, and sales.

To take another example, if the suggested bid for an ad group or keyword is $0.70 and the bid range is $0.40 - $1.40, you might decide that each click on your ad is worth $0.60. Even though $0.60 is lower than the suggested bid, you can still win impressions. However, you may win more impressions with a higher bid.

Find your suggested bid

To find the suggested bid for a Sponsored Products manual campaign, click your campaign in the campaign manager, then click the Keywords tab. Suggested bid will be displayed in the data table. When you create a campaign, the suggested bid will be displayed in the table in the Keyword targeting and bids section. To find the suggested bid for an automatic campaign, click your campaign in the campaign manager and the suggested bid for each ad group is listed in the Suggested bid column.

 文章来源：亚马逊官方网站