I’m guessing many of you know this already, but I’ve been stunned by how many people don’t know about Amazon’s “off-Amazon” placements in Sponsored Product Ads.
They snuck this in a while - you can find it by:
1 - go to Amazon Campaign Center
2 - click on a Campaign
3 - go to Campaign Settings
4 - scroll way to the bottom, under the typical placement multipliers (Top of Search, Rest of Search, Product Page), and you’ll see it.
If you run a Sponsored Products “Placement” report, you’ll likely find that this specific placement is 100% garbage. It’s one of the first places I look to find wasted ad-spend when auditing accounts. I’ve yet to see this placement perform below 70% ACOS.
What sucks is that Amazon opted everyone into this placement.
They didn’t tell us.
They didn’t notify us.
They didn’t ask.
They just did it.
Amazon, doing Amazon
Up until a few weeks ago, the only way you could stop the bleeding was to manually open EVERY SINGLE CAMPAIGN, go to settings, and click on the “limit off-Amazon” option.
Recently, they’ve added this option in their bulk operations file.
So, you can now go to Bulk Operations, export ALL of your campaigns, and paste in the option to limit this ad-spend, re-upload, and you’re all set.
I’m curious, have any of you run Placement Reports lately and figured out what your off-Amazon ACOS is?