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Ad Placement Strategy for Amazon PPC

A Comprehensive Guide of Amazon Sellers

Posted by Amanda Stein on 2023-07-05 | 2 minute read

In short,

Adjust bid by placement on Amazon allows you to optimize your PPC campaign by increasing your return on ad spend (ROAS), placing your ads in effective locations and removing them from ineffective areas.

Tips for effective Amazon sellers

  1. Understand the Importance of Bid Optimization: Be aware of your Amazon advertising strategy and know that you can change the bid amount for one ad targeting placement without impacting other placements.
  2. Understand the Concept of Bid Multipliers: Every placement is unique with its own set of advantages and disadvantages. Use bid multipliers to adjust bids for specific placements.
  3. Monitor Ad Performance: Regularly check your ad’s performance by opening a campaign and clicking on the Placements tab.
  4. Focus on Effective Placements: Use the performance data to identify which placements you should be focusing on for your ad campaigns.
  5. Optimize Your PPC Campaign: Amazon offers features that can help you fully optimize your Pay-Per-Click (PPC) campaign.
  6. Adjust Bid by Placement: Utilize the 'Adjust bid by placement' feature to increase your return on ad spend (ROAS).
  7. Place Ads in Optimal Locations: Use data and analytics to place your ads in better locations that are more likely to get attention and clicks.
  8. Remove Ads from Ineffective Areas: Don’t waste your ad spend on locations that are not performing. Regularly review your ad placements and remove ads from ineffective areas.
  9. Regularly Review Your Strategy: Always be proactive in reviewing and adjusting your advertising strategy based on performance data.
  10. Maintain a Balance: While it's important to focus on high-performing areas, remember to maintain a balance and not neglect other potential placements.
  11. Experiment: Don't be afraid to experiment with different placements and bid amounts. You might discover new effective strategies.
  12. Analyze Competitor Strategies: Keep an eye on the strategies of successful competitors. You might learn from their successes and avoid their mistakes.
  13. Prioritize ROI: Always prioritize return on investment (ROI). The goal is to get the most return from your ad spend.
  14. Be Patient: Remember that success doesn't come overnight. Be patient and give your strategies time to work.
  15. Stay Updated: Keep yourself updated with any changes in Amazon's advertising policies or features.
  16. Seek Professional Help: If managing your Amazon advertising strategy becomes overwhelming, consider seeking help from professionals or using automation tools.

Ad Placement Strategy for Amazon PPC

The 3 Amazon ad placements groups are:

  1. Top of the Amazon Search Engine (the first page)

This is the most competitive placement option as it almost always results in the most conversions.

This placement will put your ad on the first row of the SERP when Amazon search terms matches with your keywords.

  1. Rest of Search

This placement refers to ads found in the middle or at the bottom of the first page of search results.

Amazon does not allow you to edit this placement.

  1. Product Pages

This placement refers to ads that appear on product detail pages, as well as all other non-ASIN search pages like the add-to-cart page.

This placement can be 10 times worse for click-through-rates than the top of search placement.


Amazon Advertising Placement Locations

Essentially, the location of your ads greatly influences how effective they are to the customer.

Naturally, more effective areas are more expensive, so take that into account when it comes to your Amazon PPC bid strategy


Why Does your Ad Location Matter?


Why You Should Adjust Bids by Placement for Your Amazon PPC Bid Strategy

When you use the “adjust bids by placement” feature, you can set bid multipliers for Sponsored Products.

This allows you to increase your bids by specified amounts to compete for specific placements.

Sellers looking to optimize their Amazon advertising strategy can change the bid amount for one ad targeting placement without impacting other placements.

Set Bid Multipliers

Each placement is different and has its own pros and cons.

In order to view your ad’s performance by placement, open a campaign, and click on the Placements tab.

This will give you a better idea of which placements you should be focusing on for your ad campaigns.

Understand Where to Focus Placements

This feature lets you fully optimize your PPC campaign on Amazon.

Adjust bid by placement will help you to increase your return on ad spend, or ROAS, by placing your ads in better locations and removing ads from ineffective areas.

Frequently Asked Questions & Answers

  1. What are the three Amazon ad placement groups?
  2. Answer: The three Amazon ad placement groups are: Top of the Amazon Search Engine (the first page), Rest of Search, and Product Pages.

  3. Which Amazon ad placement group is considered the most competitive?
  4. Answer: The Top of the Amazon Search Engine (the first page) placement group is considered the most competitive.

  5. Where does the 'Top of the Amazon Search Engine' placement put your ad?
  6. Answer: This placement puts your ad on the first row of the Search Engine Results Page (SERP) when Amazon search terms match with your keywords.

  7. What is the 'Rest of Search' ad placement on Amazon?
  8. Answer: The 'Rest of Search' placement refers to ads found in the middle or at the bottom of the first page of search results.

  9. Can you edit the 'Rest of Search' ad placement on Amazon?
  10. Answer: No, Amazon does not allow you to edit this placement.

  11. What is the 'Product Pages' ad placement on Amazon?
  12. Answer: The 'Product Pages' placement refers to ads that appear on product detail pages, as well as all other non-ASIN search pages like the add-to-cart page.

  13. Where else, apart from product detail pages, can 'Product Pages' ads appear?
  14. Answer: Apart from product detail pages, 'Product Pages' ads can also appear on all other non-ASIN search pages like the add-to-cart page.

  15. Which Amazon ad placement typically results in the most conversions?
  16. Answer: The 'Top of the Amazon Search Engine' placement typically results in the most conversions.

  17. What happens when Amazon search terms match with your keywords in the 'Top of the Amazon Search Engine' ad placement?
  18. Answer: When Amazon search terms match with your keywords, your ad will be placed on the first row of the SERP.

  19. What is the significance of the 'Rest of Search' ad placement?
  20. Answer: The 'Rest of Search' placement allows your ads to be found in the middle or at the bottom of the first page of search results, ensuring visibility even if they're not at the very top of the page.

  21. Why can't you edit the 'Rest of Search' ad placement on Amazon?
  22. Answer: The specifics aren't provided, but it's a policy set by Amazon.

  23. What does the term 'non-ASIN search pages' refer to?
  24. Answer: Non-ASIN search pages refer to all search pages on Amazon that are not related to a specific Amazon Standard Identification Number (ASIN). This includes pages like the add-to-cart page.

  25. What does an Amazon ad placement group refer to?
  26. Answer: An Amazon ad placement group refers to the location on the Amazon platform where your ad will be displayed.

  27. What is the benefit of the 'Top of the Amazon Search Engine' ad placement?
  28. Answer: The benefit of this placement is that it puts your ad in a prime location, on the first row of the SERP, which typically results in the most conversions.

  29. What is the drawback of the 'Rest of Search' ad placement?
  30. Answer: The main drawback of the 'Rest of Search' ad placement is that you cannot edit this placement.

  31. In what way does the 'Product Pages' ad placement differ from the other two?
  32. Answer: The 'Product Pages' ad placement differs in that it refers to ads that appear on product detail pages and all other non-ASIN search pages, like the add-to-cart page.

  33. Is the 'Product Pages' ad placement restricted to product detail pages only?
  34. Answer: No, the 'Product Pages' ad placement can also appear on all other non-ASIN search pages like the add-to-cart page.

  35. What is the main advantage of the 'Product Pages' ad placement?
  36. Answer: The 'Product Pages' ad placement puts your ads directly on product detail pages, which could lead to immediate sales if a customer is interested in the product.

  37. How does the 'Top of the Amazon Search Engine' ad placement increase the chances of conversion?
  38. Answer: This placement increases the chances of conversion by placing your ad in a highly visible location - the first row of the SERP, which is often the first thing users see when they conduct a search.

  39. Why is the 'Top of the Amazon Search Engine' ad placement considered highly competitive?
  40. Answer: It's considered highly competitive because it's the most visible location on the SERP, making it a prime spot for advertisers. As such, many advertisers vie for this spot, leading to high competition.