SSA #012: [Case Study] Transform Your Amazon Ads

Read Time: 3 minutes

The subject line of this email may sound too good to be true, but for one member of Author Marketing Insiders (my exclusive community for members of my marketing and advertising courses), this one tip I shared with him, did exactly that; transformed his results.

First though, some context.

Jean posted a great question in the community; in short, he was seeing good results from his Amazon Ads, but he wanted to trim his wasted Ad Spend and double down on what was working well already.

If you've run Amazon Ads before, you may well be aware that there are 3 Placements across Amazon where your Ads can appear:

– Top of Search

– Product Pages

– Rest of Search

And with Top of Search and Product Page placements, you can add a Placement Adjustment (from 0% to 900%) to increase your base bid (i.e. the bid you set at the Keyword or ASIN level) for one or both of those placements.

Unfortunately, you can't add a Placement Adjustment for Rest of Search.

Jean had previously added a Placement Adjustment of 53% to Product Pages and Top of Search, but could see from his data that Product Pages were receiving the most budget, but Top of Search was converting best for him.

So, naturally, he wanted to double down on Top of Search and push more budget to that placement.

My recommendation:

Leave the Top of Search Placement Adjustment as it is (at 53%), and reduce the Product Pages Placement Adjustment down to 0%.

The Results

Jean followed my advice to the letter and the results speak for themselves...

To summarize Jean's results from this one piece of advice I shared with him:

– Higher Conversion Rate

– A huge reduction in wasted Ad Spend

– More book sales (with less than half the budget)

Your Turn

If you have an Amazon Ads Campaign that's been running for at least 2-3 weeks and you haven't yet looked at the Placements tab for this Campaign, I encourage you to do that today.

You can access the Placements tab at the Campaign level of any Sponsored Products Campaign, as shown in the screenshot below.

If you see that one particular Placement is converting higher than the other, and yet is receiving less budget, it may be time to double down on that Placement.

I recommend starting with a 21% Placement Adjustment on your best-performing Placement and adjusting accordingly.

And as a final tip, don't add a Placement Adjustment to both Placements (Top of Search and Product Pages) in the same Campaign. One Placement is almost always going to perform better than the other, so focus on that winning Placement.

Wrapping Up

Amazon Ads needn't be complicated. It's simply about identifying what's working and doubling down on it.

And Placement Adjustments are one of the quickest and most effective ways to scale a good-performing Campaign and take it to new heights.

It takes 30 seconds to look at your Placement performance, determine which Placement is your top performer and add a Placement Adjustment to that top performer.

I think the results from Jean's Amazon Ads speak for themselves at how powerful this one simple little tactic can be. 

For now though, enjoy your weekend and I'll be back with you again next Saturday.

To Your Success
– Matt