What’s the Safest Bidding Strategy to Win the Best Amazon Ad Placements?

As most of you know, when selling products on Amazon, the two most important things are undoubtedly: traffic and conversions. When the search ranking of a keyword or ASIN is higher, the proportion of traffic is larger, and the probability of getting conversions is higher. And when the conversion rate is higher, Amazon allocates more resources, which is undeniable.

Based on the above logic, many sellers, especially in the early stages of product launch, frantically try to seize the front-page exposure positions for certain keywords, battling it out to the end only to find themselves losing money.

So, should you try to seize the best ad placements for keywords?

Definitely yes!

But how should you operate specifically? Let's analyze it together below.

01 Effectively Monitor Keyword Ranking Positions

Keyword rankings have two forms: organic ranking and ad ranking.

Organic Ranking

Organic ranking has stability and does not change dramatically every day, generally changing slowly over time. What we need to do is to simulate buyer behavior, understand product ranking, and then statistically analyze the organic ranking of this keyword every day, analyze this slow change process, and then combine it with the product lifecycle and competitiveness to judge whether the keyword is suitable for pushing ranking.

For example, when the organic ranking curve shows a stable upward trend, it is the best time to push this keyword to the front page.

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(Source: YouMailCloud Plugin > Keyword Ranking > Ranking Trend)

Secondly, consider dimensions such as product lifecycle and competitiveness. It is recommended to push keyword rankings during the growth and maturity phases, as the conversion effect is best at this time. Because, at this time, product reviews and Listing quality, etc., have reached their best in all aspects. If you push during the new product launch phase, even if you seize the front page through advertising, conversions will be poor and you will lose this position due to insufficient product competitiveness and other reasons.

Ad Ranking

The ad ranking of keywords is dynamically changing. Maybe your search shows up on the front page at this moment, but if you look again at the next time point, it will be on the second page.

So how can you understand the performance effect of your ad placement?

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(Source: YouMailCloud Plugin > Keyword Ranking > Top 3 Page Products)

You can monitor the ranking position of keyword ad placements at different time points, record them, and then check the ratio of entry times to capture times. If this ratio is high, it means that during this time period, your product appears on the first three pages more often than other products, and the probability of effective exposure for this keyword is greater.

After a long period of monitoring data shows that the indicator tends to be stable and rising, it indicates that the keyword may have a relatively good order generation effect, because if the order generation is not good, Amazon will not continue to give this ad placement to this product. Based on the above logic, we can choose keywords with a percentage of times greater than 50% (capture times are recommended to be greater than 100 times, too small is not of reference significance) and a certain search volume as the main keywords for pushing to the front page.

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(Source: YouMailCloud Plugin > Keyword Ranking > Top 3 Page Products)

By using this method to understand the ad keyword effect of yourself or competitors, choosing suitable keywords as the main front-page keywords is the first step to maximizing advertising benefits.

Of course, in addition to keywords, you can also use the same logic to monitor the ranking position of ASIN detail pages, and then analyze and adjust.

02 How to Achieve Keyword Positioning with the Best Bid

We have talked about how to monitor and select suitable front-page keywords. Next, let's look at how to achieve the goal of keyword positioning with the best bid and further improve advertising benefits.

Set up a reasonable strategy plan

First, after finding the keywords, configure the keyword positioning strategy. You can customize and select the ad ranking position you want to achieve, such as: top three pages, the fourth position on the first page, etc., and you can adjust it at any time according to your needs.

Then, set the positioning method, adjust according to bid or ad placement, as well as the adjustment method, and control price with the maximum value, etc.

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(Source: YouMailCloud Plugin > Keyword Positioning > Positioning Strategy)

Finally, intelligent bidding. Adjust the bid of keywords at any time to achieve the positioning target. And when the positioning is successful, under the condition that the position remains unchanged, the system will automatically spiral down the price, so that the ad continues to occupy the best ad placement with an optimal bid.

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(Source: YouMailCloud Plugin > Keyword Positioning > Positioning Keywords)

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(Source: YouMailCloud Plugin > Keyword Positioning > Positioning Records)

A good ad placement can bring more exposure and clicks to the product, but the final conversion rate also needs to consider product competitiveness, such as: functionality, product images, reviews, keyword accuracy, etc. If the competitiveness is weak, even with good ad placements, it will only increase exposure and clicks in vain, wasting advertising costs. Therefore, when you are doing keyword positioning, you need to optimize the Listing at any time in combination with the product's ad performance and order trends to see the final input-output ratio.