Overview
Adbrew’s placement optimization feature automates bid adjustments for three types of ad placements in Amazon Sponsored Products campaigns:
Top of Search
Middle of Search
Rest of Search
Each placement can perform differently, and optimizing bid modifiers for these placements can drive better ad results and lower Advertising Cost of Sale (ACOS).
Why Optimize Placement Modifiers?
Adbrew's placement insights allow you to view performance at the individual placement level. For instance, if "Top of Search" yields high orders at a low ACOS, you might want to increase the bid modifier to leverage its performance. However, manually adjusting these settings across campaigns can be time-consuming, which is why Adbrew offers automation.
Steps to Automate Placement Optimization in Adbrew
Navigate to the Rulesets Page:
Go to the "Rulesets" section in Adbrew.
Click Add New Rulesets.
2. Choose a Template or Create from Scratch:
Select from Adbrew's template library for ease.
For placement automation, select Campaign in the dropdown.
Choose a specific placement template (e.g., “Top of Search”) and name the ruleset.
3. Configure Automation Settings:
Enable the Automation Toggle to activate automation.
Define:
Data Lookback Period: The number of days’ data (e.g., 14 days).
Frequency: Daily or weekly runs.
Schedule: Set specific days and times.
4. Set Criteria and Actions:
Templates typically include:
Increase Modifier: If ACOS is below target ACOS and there are sufficient clicks.
Decrease Modifier: If ACOS exceeds target thresholds.
Customize thresholds:
Example: Increase Top of Search modifier by 20% if ACOS is <50% of target ACOS.
Adjust minimum placement values in Additional Settings if the current modifier is zero.
5. Link Campaigns:
Under the Linked Campaign tab, add campaigns that you want to include in the ruleset.
6. Monitor Changes:
Track modifications via Change History or the Global Change History page to review automation impact.
Important Notes
Zero Modifier Impact: If a placement modifier is 0, automation won’t adjust it. Set an initial modifier in the settings to activate the first adjustment.
Minimum Placement Modifier: For example, a 20% minimum modifier is pre-set in templates to ensure the automation has a base to start from.
Custom Rules from Scratch
If templates don’t suit your needs, you can create custom rules by defining your criteria for each placement. Choose from various placement-level metrics to configure rules tailored to your specific campaign goals.
Frequently Asked Questions (FAQ)
Q: What is Placement Automation?
Placement Automation is an Adbrew feature that automatically adjusts bid modifiers for different ad placements (Top of Search, Middle of Search, Rest of Search) based on performance metrics and rules you set.
Q: Do I need to create separate rules for each placement type?
Yes, you need to create separate rules for Top of Search, Product Page, and Rest of Search placements. Each placement has its own template in the rules library.
Q: Why isn't my automation making any changes?
Common reasons include:
The automation toggle isn't enabled
The existing placement modifier is set to 0. So either set an initial placement modifier in your campaign from the placement page or add a minimum placement modifier in the advance setting of rules.
There isn't sufficient click data for statistical significance
The campaigns aren't properly linked to the automation
Q: What happens if my campaign doesn't meet any rule criteria?
If none of the rule conditions are met, the placement modifier will remain unchanged until the next time the automation runs.
Q: Why is it important to set a minimum placement modifier?
Setting a minimum placement modifier ensures that the automation has a starting point to work from, as multiplying by 0 will always result in 0 and prevent any changes.
Q: Can I combine placement automation with other Adbrew automations?
Yes, placement automation can work alongside other Adbrew automation features like bid management but not in the same rulesets.