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Introduction
The Adjust Bid Based on Organic Rank rule lets you automatically adjust your bids based on where your product ranks organically for the search terms that matter to you.
Your paid and organic performance are connected. When you already rank at the top of organic results for a keyword, bidding aggressively on it can mean paying for clicks you'd likely win for free. When your organic rank starts to slip, a temporary paid push can drive the sales velocity that helps you recover.
This rule lets you respond to your organic rank automatically — easing off where paid isn't adding much, and leaning in where it can help you climb — without watching your rankings day by day.
Factors to Consider
Supported Ad Type: Sponsored Products only.
Goal setup: The rule works on a Custom Goal with a single ASIN. This is what lets it tie an organic rank to the right product and keyword.
Keywords: The rule only adjusts Exact match keywords that already exist in your Goal. It never creates new targeting.
Tracked search terms: The keyword needs to be a tracked search term. If a term you care about isn't tracked yet, add it to tracking first.
Conditions: You can set your target using a rank threshold and comparison:
"Between (Inclusive)"
"None" -> which means not ranked on first page
Action: The rule adjusts bids only (a Fixed Bid or a Bid Multiplier) — it never pauses your ads.
Duration: Every adjustment is time-boxed (1–30 days) and expires automatically.
Frequency: You choose how often the Rule runs, from once a day up to once a month.
Manual or Automatic: In Automatic mode the Rule applies changes on its own; in Manual mode it recommends a change and waits for your approval.
Event protection: You can have the Rule automatically skip itself around major shopping events (plus a buffer you set) so it doesn't conflict with your event strategy.
🚨 Note: The single-ASIN Custom Goal requirement is important — if your product isn't already in that kind of Goal, you'll set one up as part of using this rule.
How to Apply
> The steps below are a starting skeleton based on the Rules flow — confirm the exact labels and screens against the live product before publishing.
1️⃣ From your account, navigate the left-side panel and click on the "Rules" tab (1), go to the "Create Rule" tab (2), and select the "Adjust bids based on Organic Rank" tile (3) from the dashboard:
2️⃣ Assign a name to the rule (1) and select the goal(s) (2) you'd like to apply to it:
3️⃣ Set the Rule frequency, how it is approved and how it behaves during tentpole events:
4️⃣ Configure your Sub-Rules (up to 5). For each, set:
the Condition — your organic rank target (e.g. rank better than 3, or between 8 and 15, or not currently ranked),
the Action — the bid adjustment to apply when the condition is met.
5️⃣ In Action Settings, choose a which keywords should the rule be restricted to or which ones should it exclude:
7️⃣ Review and launch your Rule!
How to use this rule
This rule is best used with ranking campaigns, but can be adapted for more general purposes as well. A ranking campaign is one that's set up with one ASIN and one (or a couple) important search terms specifically to drive conversions – usually at Top of Search placements, independent of efficiency – with the objective of increasing the ASIN's organic rank on those search terms.
The idea is to drive TOS impressions for important search terms you want to increase organic rank on, and once organic rank reaches the desired level, to lower bids back down. Depending on your set up, impressions can then go to targets optimizing for efficient sales rather than simply conversions.
Alternatively, if you already have a search term you have a high organic rank on for which you want to prevent high ad spend, you can follow a similar set up to what's recommended below. This set up will ensure that you have direct ASIN to exact-match keyword mapping with limited impact on unrelated targets
Step 1: Identify an ASIN for which you want to gain organic rank, and find search term candidates
Use the Search Insights tab to review search term organic share of voice on the My Brands page, and find your ASINs' organic rank on those terms in the All Search Terms tab
Step 2: Create a single campaign (Custom) goal with the ASIN
Add the search term(s) in question as Exact match keywords. We recommend 3-4 keywords per goal so each has enough budget.
Set a Target ACoS that's at least the ACoS that the search term is currently achieving. You can use Conversion Optimization so that by default the optimization is trying to be more aggressive
Step 3: Create this rule to apply on that Goal
Experiment with a bid multiplier of 0.75x if the organic rank is between 1 and 10
You can also add an upward bid multiplier if your organic rank is below 20 to catch when your organic rank starts to slip
The History Dashboard
This dashboard allows you to track when the changes were applied to your goals. Use the filters to quickly find specific edits:
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