Why Aren’t You Testing Placement Adjustments in Amazon PPC?
In this episode, join Mike and Mike Danford as they dive deep into a controversial Amazon PPC strategy that many sellers overlook but could save you thousands. Are your ads failing because you're not testing placement-specific campaigns? Let’s talk about what we uncovered. Here’s the hard truth: most Amazon sellers waste up to 90% of their ad spend on clicks that don’t convert. Shocking, right? But it doesn’t have to be this way. In this episode, we break down why duplicating campaigns and focusing on specific placements like product pages or search results can revolutionize your PPC strategy. Mike Danford, a seasoned pro from Adverio, shares how his team achieved single-digit ACOS by splitting campaigns into two distinct groups—one optimized for top-of-search results, the other laser-focused on product page placements. Curious about how this works? We’ll see you in The PPC Den! 🦡 Highlights 0:00 - Intro 03:20 – Challenges with Amazon placement settings 04:16 – Understanding placements and bid modifiers 06:50 – Amazon’s intention behind placement options 08:12 – Base bid importance for auction visibility 09:45 – CPC differences across categories 11:51 – Testing and adapting strategies for PPC success 12:40 – Amazon reps specializing by category 13:13 – Duplicating campaigns for placement focus 18:02 – Negative ASINs affecting search terms 21:20 – Structuring campaigns by placements 23:33 – Placement-specific adjustments improving control 26:08 – Auto campaigns benefiting from segmentation 28:35 – Top of search vs. product page focus 29:44 – Success of the strategy during Prime Day 30:40 – Stable periods for effective testing 🦡 Resources & Links 🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson Facchin Where to find Mike, Mike Danford How Can I Utilize Sponsored Brand Placements for my Amazon PPC Campaigns? How to Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1) How to Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2) Listener Q&A: Optimizing Placement Settings Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible? 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Mike Danford Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno