码�。 。。。。。。⊙锹硌饭愀嬖硕杭壅铰源蠓窒�
按展示位置调解竞价
广告位是指您的广告可能会在亚马逊上展示的位置。 。。。。。。您可以凭证以下三个广告位组设置差别的竞价并审查商品推广广告的业绩：搜索效果顶部（首页）、搜索效果的其余位置和商品页面。 。。。。。。
搜索效果顶部（首页）是指在搜索效果首页顶行的商品推广广告位。 。。。。。。
搜索效果的其余位置是指在搜索效果的中心或底部的商品推广广告位，，，， ，以及在搜索效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，，，， ，以及所有非搜索效果广告位，，，， ，例如“加入购物车”页面。 。。。。。。
除了选择竞价战略之外，，，， ，您还可以凭证广告位设置差别的竞价。 。。。。。。您可以为搜索效果顶部（首页）和商品页面这两个广告位的基础竞价输入增添百分比。 。。。。。。若是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时机时，，，， ，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审查各项指标。 。。。。。。
您的基础竞价将应用于“搜索效果的其余位置”广告位组。 。。。。。。您可以为基础竞价输入最多 900%（10 倍）的增幅。 。。。。。。最终应用的竞价由凭证广告位调解的竞价和选定的竞价战略配合决议。 。。。。。。
例如，，，， ，若是您为要害词出价 $1.00，，，， ，并划分针对“搜索效果顶部（首页）”和“商品页面”广告位设置了 50% 和 25% 的调解，，，， ，那么这种调解会与广告运动竞价战略配合决议应用的竞价。 。。。。。。
| 广告运动竞价战略 | 在广告位上应用的最终竞价 | 说明 | ||
|---|---|---|---|---|
| 搜索效果顶部（首页） | 商品页面 | 搜索效果的其余位置 | ||
| 牢靠竞价 | $1.50 | $1.25 | $1.00 | 凭证广告位应用的差别牢靠竞价 |
| 动态竞价 - 只降低 | $0-$1.50 | $0-$1.25 | $0-$1.00 | “凭证广告位调解竞价”将按广告位设置差别的竞价，，，， ，而“动态竞价（只降低）”会针对点击不太可能转化为销量的时机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 | “凭证广告位调解竞价”将按广告位设置差别的竞价，，，， ，而动态竞价会凭证点击转化为销量的可能性进一程序整这些竞价。 。。。。。。在“动态竞价（提高和降低）”下，，，， ，亚马逊可能会针对搜索效果顶部（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%。 。。。。。。这会导致以下效果：
|
注重： 由于差别的广告位组在亚马逊上的位置差别，，，， ，以是这些广告位组的业绩（点击量和转化率）也会差别。 。。。。。。若是您的目的是促成销售，，，， ，请思量使用动态竞价（提高和降低）战略。 。。。。。。这种战略可以最大限度地提高所有广告位上的转化次数，，，， ，同时抵达相近的 ACOS。 。。。。。。若是您的目的不但仅是短期销售，，，， ，则可以使用“凭证广告位调解竞价”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 strategy Final bid applied on placement Explanation Top of search results (page 1) Product pages Rest of search Fixed bids $1.50 $1.25 $1.00 Different 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.
文章泉源：亚马逊官方网站
上一篇：亚马逊广告对排名的作用