How to Use Amazon’s Placement Reports to Adjust Bids for Better PPC Performance
Amazon’s Placement Reports provide valuable insights into where your ads appear and how they perform in different placements. With this data, you can adjust your bids strategically to improve visibility, increase conversions, and lower your Advertising Cost of Sales (ACOS).
Understanding Amazon Ad Placements
Amazon divides ad placements into three categories:
1.Top of Search (First Page) – The most prominent position at the top of Amazon search results. These placements usually have the highest Click-Through Rate (CTR) and Conversion Rate (CVR).
2.Rest of Search – Ads appearing in lower positions on the first page and on subsequent pages of search results. These generally receive fewer clicks and conversions.
3.Product Pages – Ads appearing on competitor and related product detail pages, as well as on the “Frequently Bought Together” and “Sponsored Products Related To This Item” sections.
Step 1: Accessing the Placement Report
To download your Placement Report, follow these steps:
1.Go to Amazon Seller Central or Amazon Advertising Console.
2.Click on Reports > Advertising Reports.
3.Select Sponsored Products Placement Report and set your preferred date range.
4.Download the report and open it in Excel or Google Sheets for analysis.
Step 2: Analyzing Placement Performance
Once you have the report, focus on key metrics for each placement type:
•CTR (Click-Through Rate) – A high CTR means your ad is attracting clicks in that placement.
•CVR (Conversion Rate) – A high CVR means shoppers are buying after clicking the ad.
•ACOS (Advertising Cost of Sales) – A low ACOS indicates efficient ad spend.
•Impressions – Shows how often your ad is displayed in each placement.
Interpreting the Data
•If Top of Search has high CTR and CVR but a high ACOS, consider refining keywords to improve efficiency.
•If Product Pages have low CTR but high impressions, it may indicate low engagement, requiring better ad creatives or targeting.
•If Rest of Search has poor conversions, you may need to lower bids for that placement.
Step 3: Adjusting Bids Based on Placement Performance
Amazon allows placement-based bid adjustments to increase or decrease bids for specific placements.
1. Increasing Bids for High-Converting Placements
•If Top of Search is performing well, increase bid adjustments by 30-50% to secure more top placements.
•If Product Pages have a strong conversion rate, increase the bid adjustment slightly (10-25%) to maximize visibility.
2. Lowering Bids for Low-Performing Placements
•If Rest of Search has high spend but low conversions, reduce the default bid rather than increasing placement bid adjustments.
•If Product Pages have high spend but low ROI, adjust bids downward or refine product targeting.
Step 4: Continuous Monitoring & Optimization
Amazon PPC performance fluctuates, so regularly review your Placement Reports and make bid adjustments as needed. Test different percentages (e.g., 10%, 30%, or 50% increases) and analyze how they impact performance over time.
Final Thoughts
Amazon’s Placement Reports are a powerful tool for optimizing PPC campaigns. By analyzing CTR, CVR, and ACOS for each placement, you can make data-driven bid adjustments that improve ad efficiency, increase conversions, and lower wasted spend.