按展示位置调整竞价

广告位是指您的广告可能会在亚马逊上展示的位置。您可以根据以下三个广告位组设置不同的竞价并查看商品推广广告的业绩:搜索结果顶部(首页)、搜索结果的其余位置和商品页面。

  • 搜索结果顶部(首页)是指在搜索结果首页顶行的商品推广广告位。

  • 搜索结果的其余位置是指在搜索结果的中间或底部的商品推广广告位,以及在搜索结果的第二页及以后的所有商品推广广告位。

  • 商品页面是指商品详情页面上的商品推广广告位,以及所有非搜索结果广告位,例如“加入购物车”页面。

除了选择竞价策略之外,您还可以根据广告位设置不同的竞价。您可以为搜索结果顶部(首页)和商品页面这两个广告位的基础竞价输入增长百分比。如果您选择按广告位设置竞价,那么当您的广告竞争在这些广告位展示的机会时,您的竞价将会提高指定的金额。您可以在广告位选项卡和可下载的广告位报告中按广告位组查看各项指标。

您的基础竞价将应用于“搜索结果的其余位置”广告位组。您可以为基础竞价输入最多 900%(10 倍)的增幅。最终应用的竞价由根据广告位调整的竞价和选定的竞价策略共同决定。

例如,如果您为关键词出价 $1.00,并分别针对“搜索结果顶部(首页)”和“商品页面”广告位设置了 50% 和 25% 的调整,那么这种调整会与广告活动竞价策略共同决定应用的竞价。

广告活动竞价策略在广告位上应用的最终竞价说明


搜索结果顶部(首页)商品页面搜索结果的其余位置
固定竞价$1.50$1.25$1.00根据广告位应用的不同固定竞价
动态竞价 - 只降低$0-$1.50$0-$1.25$0-$1.00“根据广告位调整竞价”将按广告位设置不同的竞价,而“动态竞价(只降低)”会针对点击不太可能转化为销量的机会在此基础上调低竞价
动态竞价 - 提高和降低$0-$3.00$0-$1.88$0-$1.50“根据广告位调整竞价”将按广告位设置不同的竞价,而动态竞价会根据点击转化为销量的可能性进一步调整这些竞价。在“动态竞价(提高和降低)”下,亚马逊可能会针对搜索结果顶部(首页)的竞价最多提高 100%,而针对其他广告位的竞价最多提高 50%。这会导致以下结果:
  • 搜索结果顶部(首页):在 $1.00 的基础上提高 50% 后是 $1.50;而动态竞价可能会进一步将其提高到最多 $3.00(在 $1.50 的基础上提高 100%)

  • 商品页面:在 $1.00 的基础上提高 25% 后是 $1.25;而动态竞价可能会进一步将其提高到最多 $1.88(在 $1.25 的基础上提高 50%)

  • 搜索结果的其余位置:动态竞价最多可能会将 $1.00 提高到 $1.50(在 $1.00 的基础上提高 50%)

注意: 因为不同的广告位组在亚马逊上的位置不同,所以这些广告位组的业绩(点击量和转化率)也会不同。如果您的目标是促成销售,请考虑使用动态竞价(提高和降低)策略。这种策略可以最大限度地提高所有广告位上的转化次数,同时达到相近的 ACOS。如果您的目标不仅仅是短期销售,则可以使用“根据广告位调整竞价”设置来让您的广告在特定的广告位上展示。


 亚马逊官网原文详情:

Adjust bids by placement


Placements are places across Amazon where your ads may appear. You can differentiate your bids and view performance of your sponsored products ads by three placement groups: top of search (first page), rest of search, and product pages.

  • Top of search (first page) refers to the Sponsored Products ads at the top row on the first page of search results.

  • Rest of search refers to Sponsored Products ads shown in the middle or at the bottom of search results, and all Sponsored Products ads in the second page of search results and beyond.

  • Product pages refers to Sponsored Products placements on the product details page, and all non-search placements such as the add-to-cart page.

In addition to selecting a bidding strategy, you can also set different bids by placement. You can enter a percent increase to your base bid for two placements: top of search (first page) and product pages. If you choose to set bids by placement, bids will be increased by the specified amounts when your ads compete for opportunities on those placements. You can see metrics by placement group in the Placements tab as well as the downloadable placements report.

Your base bid will apply to the “rest of search” placement group. You can enter up to a 900% increase (10x) to your base bid. Adjust bids by placement works together with the selected bidding strategy to determine the final bid applied.

For example, if you bid $1.00 for a keyword and set a 50% and 25% adjustment for ‘top of search (first page)’ and ‘product pages’ placements respectively, then this is how your bids will be applied, depending on the campaigns bidding strategy.

Campaign bidding strategyFinal bid applied on placementExplanation


Top of search results (page 1)Product pagesRest of search
Fixed bids$1.50$1.25$1.00Different fixed bids applied by placement
Dynamic bids - down only$0-$1.50$0-$1.25$0-$1.00'Adjust bids by placement' sets different bids by placement, and 'dynamic bids – down only' adjusts bids down from there for opportunities where a click is less likely to convert to a sale
Dynamic bids - up and down$0-$3.00$0-$1.88$0-$1.50'Adjust bids by placement' sets different bids by placement, and dynamic bidding adjusts these bids further based on likelihood of a click converting to a sale. Under 'dynamic bids - up and down', Amazon may increase a bid by up to 100% for top of search (first page) and up to 50% for other placements. This leads to
  • Top of search (first page): $1.00 increased by 50% = $1.50; which may be further increased to a maximum of $3.00 with dynamic bidding (100% increase from $1.50)

  • Product pages: $1.00 increased by 25% = $1.25; which may be further increased to a maximum of $1.88 with dynamic bidding (50% increase from $1.25)

  • Rest of search: $1.00 may be increased to a maximum of $1.50 with dynamic bidding (50% increase from $1.00)

Note: Different placement groups may have different performance (click through and conversion rates) due to their locations on Amazon. If your objective is sales, consider using the strategy dynamic bids - up and down – this strategy will try to maximize conversions from all placements at a similar ACOS across them. If your objective is not purely short-term sales, you can use the "adjust bids by placement" settings to shift your ad impressions to a particular placement.



 文章来源:亚马逊官方网站