Adjust Sponsored Products bids by placement and audiences

You can differentiate your bids and view performance of your Sponsored Products ads by 4 placement groups:

• Top of search (first page) refers to the Sponsored Products ads on the top row of the first-page search results.
• Rest of search refers to Sponsored Products ads on the middle or the bottom of search results. Also, refers to Sponsored Products ads in the second page of search results and beyond.
• Product pages refers to Sponsored Products placements on the product details page, and all nonsearch placements such as the add-to-cart page.
• Amazon Business placements refers to all Sponsored Product placements that appear on Amazon Business including Amazon Business Top of Search, Amazon Business Product Pages, and Amazon Business Rest of Search. Learn more about Amazon Business.

  Audiences

  You can now create custom audiences in Amazon Marketing Cloud and apply a bid adjustment for them in your Sponsored Products campaigns to help drive increased discovery and sales from selected audience. Advertisers can leverage rule-based or lookalike audiences using eligible signals across sponsored ads, Amazon DSP, Amazon Insights (beta) and advertiser signals brought into AMC. This functionality allows advertisers to take action on the insights they derive from AMC and reach shoppers at the right time and place in their shopping journey.

  How to apply bid adjustments

  Besides selecting a bidding strategy, you can also set different bids by placement and audiences. You can enter a percent increase to your base bid for 3 placements: top of search (first page), rest of search and product pages. If you choose to set bids by placement, bids will be increased by the specified amounts when your ads compete for opportunities on those placements. You can see metrics by placement group and the downloadable placements report in the Placements tab.

  Similarly, you can enter a percent increase for your selected audience during campaign creation or in the Audience tab in the All Campaigns page after the campaign is created. If you choose to set bids by audience, bids will be increased by the specified amounts when your ad competes for a shopper belonging to the audience. You can see metrics by audience under the Audiences tab.

  You can enter up to a 900% increase (10x) to your base bid. If both Placement and Audience bid percentages are applied, these bid adjustments will be applied together to determine final bids when both conditions are met. Adjust bids by placement and audiences works together with the selected bidding strategy to determine the final bid applied.

  Example:

  Suppose your campaign with $1 original keyword bid uses a 50% adjustment for Top-of-search, a 100% adjustment for Amazon Business, and a 50% adjustment for an audience chosen by you. Your final bid will be adjusted to $4.5 for an opportunity in the top of search placement on Amazon Business for a shopper in your audience. This is how the adjustment is calculated: (a) Audience adjustment: $1 + ($1 X 50%) = $1.5, (b) Amazon Business adjustment: $1.5 + ($1.5 X 100%) = $3.0, and (c) Top of search adjustment: $3.0 + ($3.0 X 50%) = $4.5