Separate bid multipliers that control where within Amazon's search results or product pages an ad is boosted to appear: Top of Search, Rest of Search, and Product Pages. Top of Search reportedly converts best, so it's the placement worth raising first — typically by roughly 20–30%, or tested in 10% increments — while Rest of Search and Product Pages are left at 0% until performance data justifies a change. See Global Bid Placement Adjustment Hack for how to cheapen a weak placement, since these adjustments can only raise bids, never lower them below baseline.
There are only two real ad placements to reason about: search results (split into Top of Search and Rest of Search) and product detail pages. Top of Search is the most expensive placement but also carries the highest click-through rate and the most influence on organic ranking — described as 'the alpha dogs' of placements. Because of this asymmetry, placement bid adjustments are best left alone until a campaign has run long enough to generate a Placements report; only then should spend be deliberately biased toward whichever placement (usually Top of Search) is converting best. See PPC Dual-Placement Visibility Effect for why the keyword-vs-product targeting choice doesn't actually restrict which of these placements an ad can appear in.
The Top of Search placement percentage can be raised as high as 900% when the goal is chasing keyword ranking rather than efficiency. Rather than guessing, let the campaign run and then open the ad console's Placements report, which shows actual performance broken out by placement (top of search, rest of search, product pages) — adjust the percentage directly from what that report shows instead of setting it blind at campaign creation. This applies regardless of whether targeting is by keyword or by product: "whether you do keyword targeting or product targeting Amazon can show you both in Search and on product listings and it will."
A specific tactic for biasing a Manual Product Targeting (Category vs. Individual ASIN) campaign toward showing on the target's own detail page rather than in search results: raise the Top of Search / Rest of Search placement bid percentage (e.g. +100%) while simultaneously lowering the base starting bid.
Because the percentage adjustment applies on top of the base bid, inflating the search-placement multiplier while shrinking the base suppresses search placements relative to the product-page placement you actually want. Recommended approach: let the campaign run first and check the ad console to see where placements are actually landing before tuning these percentages, rather than guessing upfront.
Top of search adjustments aren't typically needed for auto campaigns since they aren't ranking-oriented the way manual/exact campaigns are. The separate 'audiences' adjustment (highly likely to purchase, clicked/added to cart, already purchased) is left at zero on launch and only tuned upward once real performance data comes in.
Don't set a top-of-search bid adjustment when first launching an Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements) auto campaign — auto campaigns aren't built for ranking (that's the job of exact-match/multi-keyword manual campaigns). Add a top-of-search adjustment later only if the data shows that placement is performing well.
Placement adjusters double as an organic-rank lever inside a Single Keyword Exact Match Campaign: raise the top-of-search adjuster aggressively to push a single proven keyword's organic rank, and fall back to rest-of-search or product-page placements if top-of-search bidding becomes too expensive to sustain.
A fourth placement-level bid adjustment beyond Top of Search, Rest of Search, and Product Pages: Business Buyer Placements. Bid adjustments are a lever distinct from the three PPC bidding strategies (Dynamic Bids Down Only (Default Steady-State Bidding Strategy), Dynamic Bids Up and Down (Amazon PPC Bidding Strategy), Fixed Bids (Amazon PPC Bidding Strategy)) — they fine-tune spend by placement type rather than choosing how Amazon is allowed to move the bid.
At launch, leave placement bid modifiers unset rather than guessing; wait until performance data shows which placements (top of search, rest of search, product pages) actually convert best before adjusting. Paired with Dynamic Bids Down Only (Default Steady-State Bidding Strategy) as the default at launch.
Placement bid adjustments for a keyword-ranking campaign are driven mostly by click-through rate differences between placements: in one case, top-of-search converted at ~9% CTR versus ~1.3% for rest-of-search and ~0.2% for product pages, justifying a heavy top-of-search adjustment (128%) since that placement carries by far the greatest ranking impact. Managing a single-keyword ranking campaign day to day is described as ~90% about tuning this placement adjustment. If top-of-search ACOS becomes uncompetitive, the correct response is to ease off that adjustment and instead ramp whichever placement is currently performing best, rather than holding top-of-search fixed.
When a campaign's goal is organic ranking rather than efficiency, push the highest placement bid adjustment (e.g. 128%) onto top-of-search, since it has the highest CTR/conversion and the largest ranking impact. If top-of-search ACOS becomes uncompetitive, move the adjustment to whichever placement (rest of search, product pages, business placements) is currently performing best instead of just cutting spend.
Placement optimization isn't just campaign-level — the same keyword can convert well at top-of-search placement but poorly elsewhere (or the reverse). Budget and bid adjustments should be set per keyword and per placement rather than applying one placement strategy uniformly across a campaign's whole keyword set. This is most actionable once winning terms have been isolated via Search Term Harvesting into Exact Match, since exact match campaigns are where per-keyword placement bids can be tuned precisely.
Placement performance isn't uniform across a campaign's keyword set — one keyword can convert well at top-of-search and poorly on product detail pages, while another keyword in the same campaign does the opposite. Check conversion rate by placement at the keyword level and shift bid/budget toward whichever placement that specific keyword actually converts on, rather than applying one blanket placement strategy (e.g. an across-the-board top-of-search premium) to the whole account.
Start all placement bid adjustments (top of search, rest of search, product pages) at 0%, and leave them there for at least two weeks before changing anything — which placement performs best varies unpredictably by product, so early adjustment is guessing on too little data.
If a placement is then found to underperform, don't cut the placement adjustment drastically (never an 80-90% reduction). Instead, reduce the campaign's overall default bid by 10-20% and reallocate that freed percentage as extra bid adjustment on the better-performing placements.
Leave all three placement modifiers (top of search, rest of search, product pages) at 0% for at least two weeks to gather baseline data. If one placement underperforms, don't just raise the winners — trim the campaign's default bid by 10-20% and reallocate that freed percentage into the best-performing placement's adjustment. This preserves overall competitiveness while de-emphasizing the weak placement, rather than simply adding spend on top.
Из тем: PPC Campaign Structure & Bidding