What is Placement

What is Placement Optimization?

Process

What is Placement?

The place where an advertisement appears. Examples include in shopping queries on Amazon, on Amazon devices (such as Fire TV or Fire tablet), and on third-party sites.

What is Placement Optimization?

• This is where we are optimizing for the different placements that we have access to on Amazon.
• There's three things that we get data on:
  1. Top of Search (first page) — we show up in the very top line, the top four positions on the first page.
  2. Product pages — we show up inside of the product pages and the product detail pages.
  3. Rest of search — we get data on rest of search just so we can compare if top of search or rest of search performance is better.
• Certain products perform a lot better for top of search but sometimes the rest of search performance is way better.
  • For example, let's say you're buying a food scale. You don't need to go to page 3, 4, and 5 looking for one. But if you're buying a protein powder, you could. So sometimes the rest of search performance is way better than the top of the search, for example, like the protein. And then vice versa, sometimes top of search is a lot better. And then, sometimes product detail pages are better.

Process

1. Log in to your client’s Seller Central account.
2. Go to Campaign Manager and open up a campaign.
3. Click Placements on the left navigation menu.

1. Review the performance to determine which placement is performing better.

• If the Rest of Search performs better — don't do anything
• If the Top of search performs better which means that it has a better CTR and a better ACoS or ROAS — increase the bid adjustment

1. Adjust the Bids as needed.

   • In the example above, we see that the Top of Search performance is better and has a much higher CTR than the Product pages performance. Thus, we're going to increase the bid adjustment for this placement by 20%.
   • If I'm bidding $1, I’ll bid up to $1.20 to show up for the Top of search. Amazon will allow you to show up there in the top of the search for $1.20 but only in the top of the search. So, you won't show up in the Rest of search for $1.20. You'll only show up in the top of the search for $1.20 because based on the data, you've historically shown that you can convert well.

2. Proceed to review the Placement performance for the rest of the campaigns.

   1. Example #2 - Rest of search is the only one that's getting sales and Top of search didn't get anything so there's nothing you can do.

   

   b. Example #3 - Top of search, seven ROAS, way better than Product pages and Rest of search. So I'm willing to spend 20% more, 40% more, 60% more to show up on the Top of search first page because historically, based on the data, I've seen that I've performed better in that Placements.

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