Acing the placement bidding game on amazon

While targeting a keyword, you want it at the top of the search.

Ads appear on both search result pages & product pages. This lack of control results in wasted spend. 

How to overcome this challenge? Top of the search placement optimization

Know the highest CPC you want to invest in.

Let’s assume the current campaign numbers are - 

Spend - $3554

Sales - $4595

Current ACOS - 77% ( ToS - 50%, Product Pages - 71%, Rest of Search - 298%)

Target ACOS - 40%

Current CPC - $3.72

Target ToS CPC = (Existing Bid/Current ToS ACOS) x Target ToS ACOS

=(3.72/50) x 40 = $2.98

Adjust the keyword bid at $0.75 & the top of the search placement modifier at 300%. 

Set product pages & rest of the search modifiers to zero.

For product page targeting, repeat the process & set the modifiers to zero for the top of the search & rest of the search.

The base keyword bid should be very low. It will prevent other placement clicks. 

A higher placement modifier will make sure that you get the impressions & clicks for the desired placement. 

This has worked for me till now. Do give it a try & let me know if it works for you.