8. Placements & Placement Optimization¶
This cluster contains 2 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.
Pages in this section¶
- [[8.1 Placement Types Explained]]
- [[8.2 Placement Reporting & Diagnosis]]
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Placement optimization controls where your ads appear. The three main Sponsored Products placements are Top of Search, Rest of Search, and Product Detail Pages.
| Placement | Typical behavior | Operator note |
|---|---|---|
| Top of Search | High visibility, high CPC, often high CVR | Worth bidding up only when efficient |
| Rest of Search | Middle ground | Often stable and scalable |
| Product Detail Pages | Lower intent, cheaper clicks | Useful for conquesting and cross-sell |
Diagnosis workflow¶
- Pull the Placement Report.
- Compare ACOS, CTR, CVR, CPC, and sales by placement.
- Increase modifier where ACOS is below target and volume is limited.
- Reduce modifier where CPC is high and CVR is weak.
- Recheck after enough data, not the next morning.
Worked example¶
If Top of Search ACOS is 25%, Rest of Search is 35%, and Product Pages is 45%, increase Top of Search modestly, leave Rest alone, and reduce Product Pages or keep it conservative.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.