Top of Search Optimization via KWB
TOS placement data within campaigns
If limited budget -> identify long tail keywords that are low in CPC
If bigger budget - > identify keywords with a high search volume
✅ Who are your direct competitors? (i.e. brands that share the search terms and targeting).
✅ What is your current CPC?
✅ Does my SOV correlate directly with more sales and organic rank increase?
The Importance of PDP
Before we talk about the TOS and SOV methods, optimizing your product listings is crucial. This involves crafting compelling titles, detailed descriptions, and using relevant keywords. High-quality images and engaging copy significantly impact click-through rates.
Method 1️⃣ - Target Isolation
Use either Keyword Boost or Custom Goals based on your preference to either group the campaign or run it separately while targeting specific terms for a higher share of voice at the top of search results. By isolating these terms, you can independently manage their bids.
Method 2️⃣ - Top of Search Optimization via KWB
Utilize Keyword Boost to prioritize optimizing for Top of Search rather than focusing on Target ACoS. Our system will dynamically adjust bids based on the placement at the top of search results.
For example, if you're targeting the specific term "shoes" and aiming for approximately 40% share of voice at the top of search daily, create a Keyword Boost campaign with the ASIN and exact match for "shoes." When your term secures the top placement, our system will gradually decrease the bid until you lose that top position. However, it will promptly increase the bid again.
The rationale behind this strategy is to help advertisers secure top search placements at the lowest feasible cost.
Method 3️⃣ - Top of Search Multiplier via Advanced Settings
In the advanced settings, there is a feature for enhancing Top of Search visibility known as the Top of Search multiplier. Initially, set a 120% optimization for Top of Search and enable Dynamic Bidding Up & Down to take an assertive approach with TOS bids. If performance proves effective, consider raising the multiplier by 20% while closely observing performance and Share of Voice. Remember, an aggressive multiplier may result in higher CPC and potentially lower initial returns. We recommend running this strategy for a minimum of 4 weeks to gain a comprehensive understanding of its performance.
How Do I Measure Impact?
Assess the effectiveness of your applied strategies by examining your Search Insights data. Ensure you're monitoring the specific keyword you're bidding aggressively on, and create a graph illustrating the share of voice percentage for Top of Search placements over the last 7 days or hourly.
In the case that you are utilizing a Keyword Boost, access the Experiments tab to evaluate the performance of the targets you're boosting. Analyze metrics like CTR, CVR, impressions, CPC, and others to gain insights into their performance.
Article last updated December 2023. If you find this information to be out of date, please contact firstname.lastname@example.org