Amazon has introduced a new feature in Sponsored Brands campaigns, allowing sellers to adjust bids for placements other than the Top of Search. This means you can now choose to increase or decrease your bids for these specific placements, such as product pages or rest-of-search, depending on your strategy.
What this means for sellers:
Flexibility in bidding: You can now better allocate your ad spend to placements that perform well for your products, beyond just the Top of Search.
Example adjustment: If your default bid is $1.00, you could decrease bids for these placements by 10% (making it $0.90) or increase them, if they are driving conversions.
Actionable steps:
Review placement reports: Check how your ads perform across placements (Top of Search vs. other placements).
Set bid adjustments: Use the new option to fine-tune your bids for non-Top of Search placements. If they’re underperforming, reduce the bid; if they’re delivering results, consider increasing it.
Monitor performance: Keep an eye on how these adjustments impact your ad spend and ROAS over time.
This feature gives sellers more control over their campaigns, allowing for smarter ad budget management. If you’re unsure how to optimize these adjustments, working with Amazon PPC experts can help you implement data-driven strategies for better ad performance.
