A manual bid review needs more than the current base bid. The selected strategy, placement settings and campaign budget all belong in the decision record.
Record the current controls
For each target under review, retain the campaign, ad group, target, base bid, bidding strategy and placement adjustments. Amazon’s bidding documentation explains how the selected strategy and placement settings affect bids. Amazon’s bidding strategy documentation.
Check the current account settings instead of inferring them from the campaign name. Keep the daily budget and owner’s spending limit visible.
Read a comparable period
Use a stated date range, market and currency. Keep clicks, spend and attributed purchases with their report definition. Check product availability, price changes and promotions during the same period.
Separate a base bid from observed cost per click. They answer different questions: one is a setting, while the other describes charged clicks in the report.
Propose one clear change
Write the setting to change, the reason, proposed value and review date. Include the product-specific cost assumptions and any missing evidence that limits the decision.
A person makes the change and verifies what was saved. Retain the prior settings and compare the next period using the same definitions. If product availability or other controls changed as well, keep those facts beside the outcome rather than crediting the bid change alone.