Optimizing Bids: Placement, Keywords, and Product Page Targeting

In Amazon advertising, when you target a specific keyword, your ad can appear in three areas: at the top of the search results (TOP) for that keyword, in other search results (ROS) related to the keyword, and on product detail pages (PDP) that show up in those search results.

If you're targeting a specific product (ASIN), your ad can also appear in these three areas: at the top of search results for relevant terms, in other search results related to those terms, and on the product page of the targeted product.

To avoid confusion and accurately track ad effectiveness, we aim to have each search term targeted by only one keyword, and each product page targeted by only one ASIN.

For example, if you bid $0.90 on a keyword, this bid would apply to all placements—search terms and product pages—without any adjustments. To optimize this, we made a change: we increased the bid for the top of search and other search results by 200% and then divided the total bid by 3.

After the adjustment:

This adjustment ensures that relevant search placements receive higher bids, leading to more efficient bid optimization.

Below is a comprehensive analysis comparing placements before and after the bid modifier adjustments. The data, starting from December 15, clearly shows the improved targeting clarity between specific keywords and product targeting.