Amazon Placement Bids Modifiers : How to Leverage it in 2023


Are you bidding the same amount for all placements on Amazon?

If yes, then you’re missing out on a significant opportunity.

In 2020, Amazon introduced a new level of bidding control called “placement bids modifiers” to give advertisers more control over how much they want to pay for specific ad placements.

In this article, we will learn about the different Amazon placement bids modifiers available for various campaign types and how to utilize them to improve your campaign performance.

Sponsored Products Ad

Sponsored Products are the most common and widely used ad type on Amazon, allowing you to target a keyword or product to display your ads on the search result pages or product pages.

With Sponsored Products, Amazon provides you with placement-level data for three different placements:

  1. Top of search
  2. Product pages
  3. Rest of search

To access the performance-by-placement data in your own campaigns, all you need to do is open any campaign and click on the “Placements” tab.

Upon doing so, you will be directed to a screen that looks like this.

Sponsored Products Placement Modifiers intro

Let’s discuss each of the three placements of Sponsored Product campaigns in detail.

1. Top of Search

This is the most sought-after placement for Sponsored Product Ads, located on the first page of search results at the top.

For most of the keywords, this is usually the best converting and, at the same time, highly competitive placement to show your ads, as all brands aspire to showcase their ads among the first few results to get maximum visibility.

You can set a bid multipliers between 0% and 900% for Sponsored Products top of search placement.

2. Product Pages

Whether you are targeting a keyword or product (ASINs), your Sponsored Products ads can also appear on the product detail pages and all non-search placements such as the add-to-cart page

Here is how the Sponsored Products ads looks on detail page:

If your campaign is performing much better on the product detail page in comparison with the search result page, you can further increase your ads visibility on the product page, by increasing your bid by up to 900% for the “Product Pages” placement.

2. Rest of Search

Rest of the search results refer to all the other sponsored results on the search page that are not placed at the top of the search results, such as the middle, bottom, and other results beyond the first page.

These placements are usually less competitive due to the large number of available ad inventory, but Amazon will not let you make adjustments to the Rest of Search placements.

Here is how rest of search Sponsored Products ads results appear:

Sponsored Products Rest of Search

It is usually recommended to keep your base bid of the target based on the Rest of Search placement’s performance and then use placement modifiers to increase visibility of your ads on placements that are working best for a specific campaign.

Sponsored Brands Ad

The Sponsored Brands ad is an ad format that enables brands to showcase their products to people searching for relevant keywords or exploring similar products.

These ads are displayed on search result pages and product detail pages, making them easily noticeable to shoppers. Each ad can feature multiple products, brand names, logos, and headlines, helping to increase brand recognition and boost sales.

Similar to Sponsored Products, Amazon shares placement data on the same three levels:

  1. Top of Search on Amazon
  2. Product pages on Amazon
  3. Rest of search on Amazon

However, Amazon only allows you to adjust bids for “placements other than top of search“. This means that you can only increase or decrease bids for both the product page and the rest of the search results combined.

Unlike Sponsored Products, you don’t get to see placement level data for the Sponsored Brands campaign in the Ad console itself. Instead, you need to download the Sponsored Brands placement data through the Sponsored ads report feature.

Here’s how you can access the report.

  1. Open the Sponsored Ads report from the left sidebar menu.
  2. Click on the “Create a Report” button.
  3. Choose the report category as “Sponsored Brands”.
  4. Select the report type as “Campaign Placement.”
  5. Choose the reporting date range and click on the “Run Report” button.
Sponsored Brands placement report

Once you have downloaded your report, it will look something like this, where you’ll get three different rows for each campaign, each representing a different placement, and their respective performance.

SB placement report

Furthermore, Amazon also offers you the option of automated bidding in Sponsored Brands campaigns. With automated bidding enabled, Amazon itself will increase/decrease bids for placements based on the likelihood of conversion.

Sponsored Brands Automated bidding

However, if you prefer to take control into your own hands and adjust the placement modifiers yourself, then let’s take a detailed look at the different placements of Sponsored Brands ads.

1. Top of search

The ‘Top of Search’ Sponsored Brands ad refers to the first banner ad that a user sees at the top of all Sponsored products and organic search results.

Here is an example of a Sponsored Brands headline ad appearing on top of the search results.”

While Amazon shares your campaign performance data for top-of-search placement, you don’t get the option to increase/decrease bids, and your base bids are always the bids that are considered in the auction for this placement.

2. Placements other than top of search

These are the placements that are not top of the search results, which include bottom-of-the-page SB ads, product page SB ads, and other SB ads appearing beyond the first page.

For placement other than top of search, you can increase or decrease your base bid by up to 100%.

How Adbrew automate placement optimisations?

Is manually analyzing the placement level performance of each campaign and then regularly adjusting placement modifiers based on the performance of campaigns sound like a lot of work?

Don’t worry! Adbrew can help by automating bid adjustment using simple rule sets. These rule sets allow you to set conditions for bid adjustments based on important metrics such as placement level impressions, ACOS, sales, and conversions.

By implementing rule-set-based automation, you can eliminate the need to manually analyze each campaign regularly and make placement bid adjustments.

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