Amazon Sponsored Brands Ads Placement adjustments 2024

hi guys so let's talk about Amazon sponsor brand placements so I'm not talking about usual sponsor product placements but Amazon sponsor brand placement so placement reports and plac placement adjustments and how you can leverage that to save a ton of money I see that many sellers are skipping this option it's kind of hidden so let's dive in my name is eigor and I'm the co-founder of Amazonia PPC agency we've been helping Amazon brand scale their business say since 2016 so let's dive in this option can be found when you navigate to the regular reporting section in your campaign manager so from the top of the drop down you must select sponsor Brands obviously then under the report type you will see two important placement reports so one is keyword placement so this is huge so uh for sponsor Brands you can actually see the placement performance on a CER level you cannot see that on uh sponsor products unless you have single keyword campaigns but here for sponsor Brands you can see the keyword placement report uh which shows you really meaningful data and the other one is the regular campaign placement report which will give you something similar to what you're seeing in your sponsor product ads so let's start with the campaign man campaign placement uh report first sorry so you should select the biggest reporting period you available but for this purpose I've only selected the last 30 days so let me find it where we have yeah let's start with the campaign first so uh the difference here is that you cannot see the exact same data as you used to see for sponsor product but it's still giving you a lot of information so uh yeah important note [Music] um yeah let's keep that let's leave that uh at the middle or at the end of the video don't want to bombard you with everything uh at the very beginning um with sponsor brand ads what it's really what is really important is that you need to distinguish what are the impressions and what are the viewable Impressions I've spoken about that on LinkedIn uh post I had a month ago but Impressions many people think that Impressions is is the number of how many people saw your ad and are happy when they see that number increasing thinking that it's the reach in general yes that's the reach but by definition impression is when your ad is served not when somebody saw your ad and this goes for both sponsor Brands and sponsor display and sponsor products so your ad can be served somewhere on the page down at the bottom for example and nobody saw it it's still an impression or it can be served page two page three whatever uh still counts as an impression but the viewable impression by definition is when your ad is viewable 50% of it is viewable for more than 1 second so that's something that's meaningful at least um and you can easily compare the number of the The Impressions and actual viewable Impressions on any campaign so it's really useful to pull uh and I think this is available on any sponsor brand reports but here we can also see it so it's 131,000 uh of impressions for on product pages and out of that only 6,000 is viewable impression so it's it's a huge difference additionally uh you can see the actual uh detail Pages if I'm not mistaken maybe not here yeah detail page views over here like dpv um so pay attention to that so you can actually estimate how many people actually did it's your product so for example you can think like hey I'm getting Impressions but nobody's clicking so it could be that you just as very often is the case that you're not biding aggressive enough so your ad is served you're getting Impressions but nobody's viewing your ad or your product that is um additional thing while we add it I want to add that on this report you can also see uh the performance of your video ads so how many people uh actually saw the first quarter of your view then how many uh watched the video Until the mid section and then third section and complete views also um a huge difference in terms of how you think your video ad is performing so take a look at that and additionally another bonus tip is how many of those were unmutes so you can have an amazing audio as you should on your video but that doesn't matter because video starts on mute by default so nobody can hear you speaking if you have only audio on your video uh without any overlay text you're missing out so one can really sometimes never tell what the product is about at until the the midpoint or the at the end so so focus on having your product visible and in action in the first 5 seconds and have an overlay text text explaining what's happening in the video so out of the uh sorry out of the uh how many people saw the first quarter of the of the video and how many of them actually unmuted the video it's always a huge huge difference um than what you actually can think of now back to the topic these were only a side topics so let's analyze campaign by campaign so here sorry I've been coughing for so many weeks now um here you can see the actual uh let's take this is only this is the one campaign only so let's select top of Search Because by default that's where majority of sales are coming from so here I highlighted uh an important fact here we can see that majority of U viewable Impressions come from top of search what is also interesting that um Impressions big number of Impressions actually come from produ pages and rest of search so in total uh 20 240,000 of Impressions but viewable Impressions take a look at this from when served on top of search almost let's say almost most of those are actually viewable Impressions while on the other hand for on product pages and rest of search only a fraction of those impressions are actually view viewable so on top of search we have a spend of $360 or euros and we have the an a cost here and conversion rate uh here you can see that this would be the total spend on this campaign which is €450 and out of those uh 450 85 is a complete waste okay you had one sale but that's insignificant uh so that's what you can uh adjust by having this option changed so there's an option when you build out a campaign and also available uh after you created a campaign so no worries if you skip this option when creating campaigns you can go back to it and just select this toggle button here uh but please note that this is not available for old sponsor brand campaigns so if you're I'm not sure about the actual date I think it was rolled out last year or something but I keep seeing the old sponsor brand campaign so that's not available over over there but for newly like a year and a half maybe uh let's call that newly created sponsor brand type of ads you will see this toggle button here what that does is it allows Amazon to automatically optimize bits for placements other than top of search so automatically they will they will optimize all the others uh except top of search for top of search what you bid that's what you get and for the other of other then top of search they will optimize when you toggle that button immediately you see the option to decrease or increase the bids uh for Place placements other than top of search unfortunately you have you cannot select separately for product pages and rest of search but both of that combined that's what we're having at the moment hopefully we'll see that um functionality in the future so depending on what you see on the sponsored Brand's placement report here you can adjust accordingly so here it wouldn't be a waste if we decrease the bits on both of these product pages and rest of search on Amazon because we're going to save um good amount of money here and improve our acas another good point here for example let's say like let's take a look at this campaign so uh top of search again a lot of viewable Impressions a lot of clicks here you can see that there are many clicks happening on product pages and rest of search uh with only one sale happening so in total that's how much that's € 221 and out of those you can save €70 so it's almost a third of the of a budget if I'm not mistaken so that it's a good example how by enabling that button you can save money this example this is a small account this is only 30 days but imagine if you're having a uh if you're a seven or eight or nine nine figure seller so this uh this can give you really a huge huge savings across the the account sorry um that's going to happen during this video we coughing uh anyway so I think this is it for the campaign placement report so uh it's good to know that this is available for sponsor Brands unfortunately it's not available through campaign manager as easily easy as it was for as as it is for sponsor product but still it's there use it wisely save money not uh do not let it go to waste now let's cover the other interesting uh report that we have for sponsor brand campaigns uh it's called um keyword placement reports and you can find it under the uh report section and uh under the sponsor Brands drop down and then you should select keyword placement I've tried this report for for another account in US it didn't work but for this fortunately it did so we can analyze what's happening so as I said on a keyword level you can see the actual performance here um so uh this is game changer for me I didn't see this report before maybe I was skipping it as many others because I was focusing on the campaign placement report but here we can see the key replacement report if this is available for so many time now then it's on me I I totally skipped it but let me share it with you so here you can see compared to to the to the previous report that that I shared campaign placement reports you you have a breakdown for uh top of search rest of search and placement uh prod uh pdps uh but here you have only top of search and other placements okay here you can see that for every campaign that we have sponsor Brands we can have the breakdown at at a keyword l level how each of the keywords is performing on different placements this is huge for me as I said so let's I've uh mark this one as really interesting one so this this keyword is this is the performance let's analyze it step by step so top of search we have clicks a bunch of clicks good click through rate solid cpcs uh most of the spend is coming from uh from top of search which is expected and these are the sales pretty high ACR but take a look at the other placements so it's obviously not utilized we can skip the Impressions because that's irrelevant but the number of clicks is very low low lower click to rate as expected compared to top of search lower cpcs that's good uh low as it is underutilized AC cost is pretty low so on a eight that we spent we've had two sales bringing us 57 conversion rate 10% compared to the 2.77% for top of search now this may not be something that going to bring us huge amount of money but it's a good uh topic for brainstorming so we cannot um increase placements for other placements other on top of search for this uh single keyword unless we have a single keyword campaign again we are back to that topic where I recommend where you can afford to manage that number of campaigns always go with a single keyword campaigns at least for the most important keywords what you can do you can create a new campaign for uh for this keyword and then you will be able to isolate and adjust just uh placement uh adjust uh set the placement adjustments for this other placements um positioning and you can maybe then increase it by I'm not sure how high can we go is it by also by uh up to 900 as we can because it the the help is actually not available because when you click to get okay I I can see it now the the few moments ago it was showing the blank page [Music] um it doesn't mention how how high can we go but let's assume that we can go up to 900% as we as we did you can test that and let me know in the comments how that goes um so you can isolate that keyword in a separate campaign and you can then boost other placements and see how that goes it it it can be a gold mine for you um so the these are some of the things that you should be thinking let's experiment together and let me know how you like this uh I can easily call it hack so I've never heard anybody talking about sponsor brand placement adjustment I've seen that uh in in in the actual um campaign it works believe me so try it out and let me know what you think about it in the comments uh it's been a pretty long video but still still uh there were a lot of things to cover so yeah see you in the next one guys bye-bye