Why Aren’t You Testing Placement Adjustments in Amazon PPC?

The PPC Den: Amazon PPC Advertising Mastery

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