Amazon has released a host of new features recently and one of them is a new version of what was formerly called "Bid+". This feature is called placement-level bidding and this article gives you an overview of what it means and how it works. 

What is placement-level bidding?

Placement level bidding is a new feature that allows you to increase bids based upon where you want ads to appear and replaces what was formerly called "Bid+". Placements include:

  • Top of Search (first page)
  • Product pages
  • Rest of search

What does this look like in Seller Central?

You can opt into placement-level bidding for a particular campaign within campaign settings in Campaign Manager.

What's the benefit of using placement-level bidding?

Placement-level bidding allows you to increase your bids by 0-900% to get placed Top of Search or on Product pages.

What are the impacts of using Placement-level bidding?

Sellers implementing placement-level bidding need to be aware of the following:

  • There’s no guidance on how high to set the boost. For example, if you boosted ‘Top of Search’ by 100% then you’d need to believe that it performed 2x better than anything else. However, there is no way for you to determine this given current reporting
  • Amazon does not know your ROAS targets or margins and can thus end up overbidding or underbidding
  • You risk overbidding since the bids only increase and don't decrease
  • Sponsored Brands maybe a better use of your funds as it has better placement even than “Top of Search”

How does placement-level bidding work with Flywheel?

Just like Bid+, we recommend leaving placement-level bidding off if you are using Flywheel to automate your campaigns, especially if you are concerned with profitability and are unwilling to spend above a certain MACS. Implementing placement-level bidding can interfere with Flywheel algorithms and give you sub-optimal results.

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