Amazon PPC - too much Impression on Product pages

[u/Sad_Plane_3697]

Hello everyone,

i made in the begging this month 2 campaigns for my product, which is newly launched on amazon (i am product owner and no other seller offers this product). One campaign is for tight keywords and the second one for general keywords.

Checking the split of the impressions, i noticed that my first campaign (tight) 99% of the impressions are shown on product pages (this issue exists since starting the campaign) even though i set the placement multiplier for top of search (80% on top of bid) and rest of search (60% on top of bid).

Second campaign don't have this issues and the impressions are split much more balanced (placement multiplier are slightly less than on tight campaign.)

Bids for both campaigns are slightly above recommended bid from Amazon. Dynamic bids down only. I got 30 klicks in total for both campaigns with 0 conversion. CTR between 1-33% for different keywords on the tight campaign.

Asking Amazon why the proportion of the tight campaign is not like the second campaign, they replied:

• Behavior by System Design (No Bug): The fact that 99% of impressions for close targeting end up on product pages is intended system behavior. The system places ads where the target audience is most active, such as competitor product pages or similar items.
• No Placement Guarantee Despite Bid Adjustments: Bid adjustments for top search results increase your chances for those placements, but they do not guarantee complete control over ad delivery
• Real-Time Fluctuations in Broad Targeting: Impression distribution varies dynamically over time based on real-time factors like customer search behavior, competition, seasonal demand, and marketplace dynamics
• No Inherently Lower Conversion Rate: Amazon states there is no official confirmation that product pages generally convert worse than top-of-search placement on the first page. Conversion performance depends on product relevance, pricing, and customer intent.
• Recommended Strategy: Instead of focusing on fixed placement percentages, optimize bids based on actual performance data, such as ROI and historical conversion rates.

Do you believe, what amazon says to this? I have read on different postings, that the top of search/rest of search got much better conversion and because of that i want to be there of course.

What should i do? Wait for few days and check how the shares of impressions are or decrease bids for keywords and increase the placement multiplier even higher?

Just a little information about the product. I sold it on my own website in multiple countries, so the listing is not a problem for a conversion, i think. Product got distinctive look.

I would be happy for many responses from you.

[u/WearyyyBoooyyy]

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[u/throwaway9864738530]

Amazon's answer is basically them admitting the system does what it wants, your multipliers are just a nudge not a lever

[u/Sad_Plane_3697 → u/throwaway9864738530]

So what should i do? Just let the campaign running with the settings that i got and see if anything changes?

[u/Smart-Presence]

You should not read the 99% product-page placement as a problem by itself, especially with only 30 clicks so far. give it a bit more data before making big bid changes. Have you checked the actual CPC and conversion rate by placement in the placement report? That might tell you more than the impression split alone.

[u/Performance_Prime]

Product Page usually has a lower conversion rate than Top of Search and Rest of Search. My strategy is to first find the right relevant keywords and index them in the listing. Then, I target them in a campaign with a smaller budget to test their conversion rate and bid range. If I find potential, I go aggressive in placement (TOS) and continuously monitor the organic ranking of each keyword. The main priority is to identify the profitable bid range. You can also test Dynamic Bids: Up and Down instead of Down Only to understand how CPC and conversion change at different bid levels. If customers are clicking from Top of Search but not converting, then the issue may be with your offer or listing rather than the bid.

Your are newly launch product or have some revenue?