Going All In on Bid Modifiers

At Gigi, we believe bid modifiers are one of the most powerful levers available to maximize the efficiency of every advertising dollar. And for a fast-growing beauty brand, this wasn’t about testing the waters—it was about going all in. Looking to maximize the impact of their budget, their agency Amiz committed to implementing bid modifiers across their entire Amazon DSP account, optimizing every funnel stage to deliver on growth goals.

The approach was comprehensive. Amiz accepted all Gigi-recommended bid modifications for every campaign, adjusting by device, operating system, and geography at both the order and line item levels. This meant tailoring bids to the unique performance patterns of each audience segment and funnel stage, ensuring spend flowed to the most responsive users while pulling back where returns were weaker.

The Full-Funnel Optimization Strategy

Amiz applied bid modifiers to their top-of-funnel (TOF) campaigns to amplify reach, mid-funnel (MOF) campaigns to convert engaged shoppers, and bottom-of-funnel (BOF) campaigns to drive purchase-ready customers over the finish line.

For example, one BOF campaign analysis revealed that mobile devices (particularly iOS phones) consistently outperformed other environments in engagement and conversion rates, while desktop Windows PCs lagged. On the geographic side, California, New York, Texas, and New Jersey emerged as high-value regions with stronger purchasing power, while states such as Florida, Illinois, and Georgia delivered lower returns. By increasing bids for top-performing combinations and scaling back in lower-value areas, the brand's budget was concentrated where it would deliver the strongest ROAS.

However, for one TOF campaign, Amiz saw differing results. New York and Florida consistently delivered stronger engagement, while regions like California and Texas were highly competitive and overly saturated, resulting in reduced bids.

By executing bid modifiers across the entire account, Amiz was able to dive deeper into the analysis of user behaviour at different funnel stages across multiple variables.

The Results

As a result, Amiz was able to help the beauty brand drive a month-over-month increase of 2.71x for branded search rate, while assisted new-to-brand purchase users increased 1.78x.

Additionally, across the funnel they saw:

• assisted DPVR grow 2.67x

• total DPVR grow 2.43x

• assisted ROAS saw a 1.91x lift

• purchase rate increase 3.25x

• CPA drop from $5.72 to $3.23

• ROAS increase 2.36x

By committing to bid modifiers across the brand’s entire account, Amiz proved that this isn’t just a fine-tuning tool, it’s a high-impact strategy for driving full-funnel performance gains. When applied with precision, bid modifiers ensure every ad dollar is working harder, whether the goal is reach, conversions, or purchases. For the beauty brand, going “all in” meant not only hitting their growth goals but doing so with unmatched efficiency.