Amazon Placement Bids Modifiers : How to Leverage it in 2023

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Amazon Placement Bids Modifiers : How to Leverage it in 2023

Nishant Singh

26 Mar 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.

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:

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.

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.