---
title: "Why are Bids Unchanged on HSA?"
slug: "why-are-bids-unchanged-on-hsa"
updated: 2026-11-09T06:32:19Z
published: 2026-11-09T06:32:19Z
canonical: "docs.scaleinsights.com/why-are-bids-unchanged-on-hsa"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.scaleinsights.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Why are Bids Unchanged on HSA?

**Headline Search Ads (HSA)**, also known as **Product Collection Ads** under Amazon Sponsored Brands, feature a collection of products in a single ad. Since these products can have different selling prices and conversion rates, calculating an optimum keyword bid can be more complex when the keyword has no sales.

### Why Does Scale Insights Leave HSA Keyword Bids Unchanged?

When a Bidding Rule **adjusts bids based on Target ACOS**, HSA keyword bids may remain unchanged if the keyword has not generated any sales.

![](https://245731704.fs1.hubspotusercontent-na2.net/hubfs/245731704/image-png-Oct-23-2026-08-44-35-8978-AM.png)

To understand why, it helps to know how Scale Insights calculates the optimum bid.

### How the Optimum Bid Is Calculated

For HSA campaigns, Scale Insights calculates the optimum bid using the keyword's Revenue Per Click (RPC) and the rule's Target ACOS.

**Formula:** Optimum Bid = Revenue Per Click (RPC) × Target ACOS

RPC reflects the revenue generated per click, while Target ACOS determines how much you are willing to spend on advertising relative to the revenue generated.

However, **when a keyword has no sales, Scale Insights cannot calculate its optimum bid using this formula** because there is no sales revenue to establish its RPC.

Since HSA campaigns can feature products with different prices and conversion rates, the system cannot determine the appropriate optimum bid without keyword sales data.

To learn more about the formulas used to calculate optimum bids, see [How to Calculate the Optimum Bid](https://docs.scaleinsights.com/docs/how-to-calculate-optimum-bid).

### How to Adjust Bids for HSA Keywords Without Sales

If you want to adjust bids for HSA keywords that have not generated sales, configure alternative bidding criteria based on performance metrics such as clicks and orders.

Instead of relying on the optimum-bid calculation, you can define when a bid should decrease or set bid values based on keyword performance.

#### Option 1: Reduce Bids Based on Clicks and Orders

Create a Bidding Rule that reduces a keyword's bid when it reaches a specified number of clicks without generating any orders.

For example, you could configure the following criteria:

- **Condition:** Clicks are greater than or equal to 15.
- **Condition:** Orders equal 0.
- **Action:** Reduce the keyword bid by 10%.

![](https://245731704.fs1.hubspotusercontent-na2.net/hubfs/245731704/image-png-Oct-23-2026-08-50-36-4800-AM.png)

![](https://245731704.fs1.hubspotusercontent-na2.net/hubfs/245731704/image-png-Oct-23-2026-08-47-17-2036-AM.png)

With this configuration, the bid is reduced by 10% when the keyword has accumulated at least 15 clicks and has generated no orders, provided the rule's other conditions are met.

You can adjust the click threshold and bid reduction percentage based on your product's profit margin, advertising strategy, and tolerance for spending on keywords that have not converted.

**When to use this approach:** Choose this method if you want to reduce bids gradually as keywords accumulate clicks without orders.

#### Option 2: Set Bid Values Based on Click and Order Performance

If you prefer more direct control over how much you bid, configure the minimum and maximum bid values based on keyword performance.

For example:

| Keyword performance | Minimum bid | Maximum bid |
| --- | --- | --- |
| 5–10 clicks, 0 orders | $0.50 | $0.50 |
| 11–15 clicks, 0 orders | $0.40 | $0.40 |
| 16–20 clicks, 0 orders | $0.20 | $0.20 |

These values are illustrative. Adjust them based on your product's profitability and advertising goals.

![](https://245731704.fs1.hubspotusercontent-na2.net/hubfs/245731704/image-png-Oct-23-2026-08-50-36-4800-AM.png)

![](https://245731704.fs1.hubspotusercontent-na2.net/hubfs/245731704/image-png-Oct-23-2026-08-51-19-7531-AM.png)

Setting the minimum and maximum bid to the same amount is intended to constrain the bid to that value when the relevant configuration applies. Verify the resulting behavior in the rule preview before applying the rule.

**Important considerations:**

- Use non-overlapping click ranges so the intended criteria are clear.
- Set bid values that align with your profit margin and willingness to spend.
- Review any other conditions, bid limits, or rules that may affect the final bid.

**When to use this approach:** Choose this method if you want to define specific bid values for keywords at different levels of click activity without orders.

### Check Whether the Campaign and Ad Group Are Active

If the bid remains unchanged after configuring your rule, check the **campaign and ad group status**.

For automation rules to apply, the campaign and ad group must be active, except when the Dayparting Rule pauses them as part of its scheduling behavior.

Also review the rule's conditions and actions to confirm that the keyword qualifies for the intended adjustment.

### Preview and Verify Your Bidding Rule

After updating the rule, preview it to confirm that the configured conditions produce the intended bid adjustment.

Check the following:

- The keyword meets the specified click and order criteria.
- The intended bid adjustment or bid value appears in the preview.
- The minimum and maximum bid settings behave as expected.
- The campaign and ad group meet the applicable status requirements.

If the preview does not show the expected adjustment, review the rule configuration and any applicable bid limits before assuming that the automation is malfunctioning.

### Key Takeaway

HSA keyword bids may remain unchanged when a keyword has no sales because Scale Insights cannot calculate its optimum bid using the standard Target ACOS formula.

To adjust these bids, configure alternative rules based on clicks and orders or set specific bid values based on keyword performance. Always preview the rule to verify the intended adjustments.