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Managing Placement Bids

Learn how to monitor and manage your placement bids for Top of Search (TOS), Product Detail Page (PDP) and Rest of Search (ROS)

Richa Gupta avatar
Written by Richa Gupta
Updated over 2 months ago

Sponsored Products Placement Dashboard

The Placement Dashboard on the Intentwise platform simplifies reviewing and adjusting placement bid settings. It streamlines tasks like downloading the daily placement report, aggregating metrics by campaign and placement, and making bid adjustments for Top of Search (TOS), Product Detail Page (PDP) and Rest of Search (ROS).

Availability: Amazon Sponsored Products campaigns

Sponsored Products Placement Types on Amazon

  • Top of Search (TOS): Ads on the top row of the first page of search results.

  • Product Detail Page (PDP): Sponsored Products placements on product detail page and other non-search placements such as add-to-cart page.

  • Search on Amazon (SOA): Ads in the middle or bottom of search results. Also, ads in the second page and beyond.

  • Off-Amazon: Placements outside Amazon.

  • Others: Sponsored Products placements in the middle and bottom of search results. Also, sponsored products in the second page and beyond.

Managing Placement Bids with Intentwise

The Placement Dashboard offers detailed performance metrics for each ad placement type. To get started:

  1. Go to the Placement dashboard under Sponsored Products.

  2. Pick your time window.

  3. Review ACOS and other metrics by placement (Top of search, Product detail pages, Rest of search).

  4. Make the necessary adjustments across campaigns.

Any placement ACOS that is below a campaign's target ACOS will be highlighted in green.

Editing Placement Bids

  1. Select the campaigns

  2. Edit bids: Placement bids for Top Of Search (TOS), Product Details Page (PDP), and Rest of Search (ROS) can be updated in bulk. You can give a specific bid value or increase or decrease bids by a percentage or a value.

  3. Preview and Apply

Accessing additional columns

Access additional placement metrics such as SOA, Off Amazon, and others by clicking on the Columns Selector.

Frequently Asked Questions (FAQs)

How do placement modifiers interact with the Intentwise bidding algorithm to optimize bids?

The Intentwise bidding algorithm fully integrates placement modifiers into its optimization process by adjusting bids at the individual keyword level.

Example: Imagine you've set a base bid of $1 for a keyword and applied a 100% placement modifier for Top of Search (TOS). This modifier allows the bid to increase up to $2 when your ad appears in TOS placements.

  • Scenario 1: If the Advertising Cost of Sale (ACOS) for the keyword is high, indicating underperformance, the algorithm may reduce the base bid from $1 to $0.80. With the 100% placement modifier, your adjusted maximum bid for TOS would then be $1.60 instead of $2.

  • Scenario 2: If the ACOS is favorable, the algorithm may increase the base bid from $1 to $1.20. The placement modifier would then adjust the maximum bid for TOS to $2.40.

By factoring in placement modifiers, the Intentwise algorithm ensures that bids are fine-tuned for both performance and strategic placement, optimizing your ad spend across different placements.

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