Placement Bidding: Are You Paying Too Much for the Wrong Spot?

Many sellers tend to overpay for placements that don’t convert well. While being at the Top of Search can be valuable, it's not necessarily the right choice for every keyword. On the other hand, Product Pages may provide cheaper clicks but often come with lower purchase intent.

Without monitoring placement performance, you might be spending heavily on spots that don’t align with your product’s buying behavior.

To optimize your strategy, check your placement reports for each campaign. Here are some steps to consider:

• Compare your Advertising Cost of Sales (ACoS) and Conversion Rate (CVR) across different placements.

• Lower the placement modifiers where performance is lacking.

• Increase them only where sales volume and profitability are consistent.

Making small adjustments in this area can free up budget for higher-return placements.

We can review your placement data and identify exactly where to adjust bids for better ROI.

Next week, we’ll cover when it’s smarter to scale existing campaigns instead of launching new ones.