一、Target Audience

Operators

二、Feature Introduction

In Amazon product operations, traffic and conversion are paramount. The higher the search ranking of a keyword, the greater the exposure and traffic, and the higher the probability of conversion. Higher conversion rates, in turn, lead to more resources allocated by Amazon. Therefore, using an appropriate bid to position keywords in the right place can help us better increase product sales through advertising.

SellerSpace's Keyword Positioning feature was developed to address this need. For manually and precisely targeted keywords, it uses a extension to track keyword rankings. Based on ranking positions, the system gradually increases bids to push keywords to the first page or the desired top three pages of search results.

Furthermore, during keyword positioning, you can analyze the advertising performance at different positions, analyze competitors' advertising strategies, and optimize your own advertising approach. You can also dominate target ad placements with the optimal bid.

三、Use Cases

- Push keyword rankings to the first page (or top 3 pages) of search results;

- Gradually and steadily improve rankings by incrementally adjusting bids, avoiding ineffective waste;

- Analyze keyword rankings and corresponding position bids to estimate competitors' advertising strategies;

- Determine which position yields better conversion results for keywords;

- After successful positioning, gradually reduce bids to dominate target ad placements with the optimal bid;

- Combine with Hourly Bid Strategies to quickly pinpoint the optimal positioning bid.

四、How to Set Up a Keyword Positioning Strategy

Getting keywords onto the first page or top 3 pages of search results is our goal for keyword promotion. With the Keyword Positioning feature, it only takes 2 steps to easily help keywords reach the first page.

Step 1: Set up a Positioning Strategy

Step 2: Match Positioning Keywords

Let's take pushing the new keyword "modern shower head" to the first page for the US marketplace product B09XDVJFG1 before November 10th as an example, using a gradual bid increase approach.

Step 1: Set Up a Positioning Strategy

Positioning strategies need to be set up separately for different marketplaces.

Go to: Monitoring Management -> Keyword Positioning -> Positioning Strategy, and select the marketplace and store for positioning;

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Click [Create Positioning Strategy] to enter the setup page;

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Before starting the setup, it is recommended to read the "Precautions" at the top of the page to understand them before starting the setup.

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Next, we begin to set up the positioning strategy.

First, enter a strategy name.

It is recommended to set a name that is easily recognizable. The strategy name is limited to 20 characters and can be modified at any time.

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Then, select the effective time and positioning time.

Both the effective time and positioning time are in the marketplace time zone. Positioning operations will only be executed within the set time range.

For the positioning time, you can choose [Specify a fixed time period] or [Maintain positioning all day].

Since positioning is done by increasing bids, if the budget is insufficient, it is recommended to select a fixed time period for positioning to prevent ads from being paused due to exceeding the budget.

At this time, we can also analyze ad performance and hourly sales data from the past four weeks to identify our peak sales periods. Promoting keyword rankings during these periods can achieve twice the result with half the effort.

How to analyze ad performance: Click to view

How to analyze hourly sales data from the past four weeks: Click to view

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If you choose all-day positioning, you also need to analyze ad and sales performance and increase bids during target time periods. If the bid difference between different time periods is large, you can also use our Hourly Bid Strategy to quickly pinpoint the base bid for price increases to avoid failing to reach the target bid even with continuous price increases, leading to positioning failure.

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Our goal is to reach the first page before November 10th, so we choose [Today to November 10th].

The keyword "modern shower head" is a new keyword with low current weight and low ranking, so we choose [Maintain positioning all day] to stabilize the ranking first and then dynamically adjust it.

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Next, set the expected placement.

There are two types of positioning placements: Custom page number and position + Position to the top of search results.

Custom page number and position: You can choose the specific position you want to position, such as the position on a specific page or within the top few pages, up to the top 3 pages.

Position to the top of search results: As the name suggests, it refers to positions 1-4 on the first page (ranking excluding top brand ad placements).

This time our goal is just to get to the first page, so we choose [Custom page number and position], first page.

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Next, set the positioning method, the bid increase method and amount, and the maximum bid.

Positioning method: [Increase keyword bid] or [Increase top of search results (placement) bid adjustment].

If you choose [Increase keyword bid], you need to set a maximum bid at the same time to prevent the bid after positioning adjustment from exceeding expectations and causing excessive ad spend.

If you choose [Increase top of search results (placement) bid adjustment], you need to set a maximum adjustment percentage at the same time to avoid adjustments exceeding expectations. According to Amazon rules, this percentage setting cannot exceed 900%.

If our first positioning attempt fails each day, we can also choose whether to directly adjust to the bid at the last successful positioning.

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Bid increase method: You can choose to increase the bid by [Fixed value increase] or by [Percentage increase].

When the keyword has not reached the expected placement, the system will continue to increase the bid according to the selected bid increase method until the product reaches the expected placement. When the keyword reaches the expected placement or reaches the maximum bid setting, the bid increase will stop.

For example, if the fixed value increase is set to 0.1, then each adjustment will be to increase by 0.1 based on the current bid. The percentage is the same, all adjustments are based on the current bid.

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According to our goal, the positioning method can be [Increase keyword bid], the bid increase method is [Fixed value increase], each increase is 0.1, and the maximum bid is: \$2.

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If the positioning time is long and is executed every day, and you choose [Specify a fixed time period] for positioning, it is recommended to check [If the first positioning fails each day, directly adjust to the bid value of the last successful positioning]. Start bid increase from this bid to avoid the bid being too different between before positioning starts and when positioning starts, which would extend the time to reach successful positioning. The same applies to [Maintain positioning all day].

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Then, choose whether to reduce the bid after successful positioning.

Amazon keyword ranking positions and bids are constantly changing. Therefore, when we successfully position, we can choose whether to reduce the bid to dynamically adjust the price and dominate the target ad placement with the optimal bid.

We can choose not to reduce the bid, or choose to reduce the bid if conditions are met.

[Reduce bid if conditions are met]: This can help us use the most appropriate bid to capture the desired ad placement.

We can set how many consecutive successful positioning attempts are required before reducing the bid, and how much to reduce the bid each time. The bid reduction dimension can be a fixed value or a percentage reduction, which is consistent with the principle of each bid increase.

[Do not reduce bid, maintain successful positioning bid]: When this option is selected, there may be an adjustment that exceeds expectations.

For example, if you only want your product to be positioned in positions 1-12 on page 2, and the successful positioning bid is 1.7. If you choose not to reduce the bid after successful positioning, then this price will continue. However, the degree of ad competition is different in each time period. If you continue to maintain a bid of 1.7 in the next time period, the product may jump to page 1, exceeding the positioning expectation.

Since our goal is to reach the first page, and the keyword is a new keyword, we are not sure what the performance of this keyword will be for now. Therefore, we choose [Reduce bid if conditions are met], set the number of successful positioning attempts to the maximum value: 5 times, reduce the bid by percentage, each reduction: 5%, and observe the ranking performance during the positioning period to adjust and optimize the positioning bid to achieve the optimal effect.

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Finally, choose [Whether to restore bid at the end of positioning time].

Since the positioning strategy is to adjust bids, and bids are constantly changing during the positioning period, the keyword bid at the end of positioning may be inconsistent with the bid when the positioning strategy was configured. At this time, you can choose whether to restore the bid to the bid when the positioning strategy was configured.

Our goal is to reach the first page and stabilize the ranking, so we choose: Do not need to restore the bid this time.

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After all settings are completed, confirm that the information is correct, and then click [Confirm] to complete the addition.

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If the current marketplace or other marketplaces have exactly the same positioning strategy, we can choose [Copy Existing Strategy] to quickly create a new keyword positioning strategy.

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After completing the addition, we also need to go to the extension to set the positioning frequency and the marketplace zip code for capturing data.

Open the extension, log in to your SellerSpace account (consistent with the web version), select [Keyword Positioning], and enter the settings page;

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1. Set Positioning Frequency

We can set the positioning frequency to be once every 15, 30, 45, 60, 90, or 120 minutes (capture ranking and increase bid based on ranking). We can choose an appropriate frequency according to our needs.

According to the goal of reaching the first page, this time we choose: Positioning once every 15 minutes.

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It should be noted here that since our ranking is improved by adjusting bids, if we only increase exposure without corresponding clicks and conversions, Amazon may determine that our products do not meet buyer expectations, thereby reducing our product weight and causing product rankings to decline.

Therefore, when setting up positioning, we need to simultaneously optimize product images, videos, descriptions, prices, reviews, etc. to improve conversion rates.

2. Immediately Execute Rank Capture

After setting the capture frequency, the system will not capture ranking data immediately. It will start capturing when the first capture time arrives according to the capture frequency. Therefore, if we want to execute capture immediately, we can click the [Capture] button and select [Execute Immediately].

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3. Set Marketplace Zip Code

The marketplace zip code is equivalent to the buyer's address. Since the search results for the same keyword will be different in different regions, we need to fix the marketplace zip code to match specific results.

It is recommended to set the corresponding zip code address by viewing your backend's peak sales area. We can modify the marketplace zip code at any time.

Click [View/Configure Zip Code for Capturing Data Marketplace] to enter the configuration page,

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Select the US marketplace, enter the zip code: 10011, and click Save.

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Step 2: Match Positioning Keywords

After configuring the positioning strategy, we also need to match the corresponding keywords for the positioning strategy.

There are 2 ways to match keywords: Bind keywords in [Positioning Strategy] + Add keywords in [Positioning Keywords].

1. Bind Keywords in [Positioning Strategy]

After adding a positioning strategy, click [Operation] on the right of the positioning strategy, and select [Bind/Unbind Keywords] to enter the matching settings page;

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Enter the "Bind/Unbind Positioning Keywords" page,

Before binding positioning keywords, it is also recommended to carefully read the precautions before binding and setting.

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In the keyword search bar, enter the keyword: modern shower head, and click [Search];

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Find the target keyword and click [+] on the right to add it with one click;

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After successful addition, we need to do the final confirmation to ensure that the positioning keyword and positioning settings are correct,

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Special Note:

If we have also applied Scheduled Strategies, such as Hourly Bidding, Scheduled Enable/Pause, we can also view the strategy rules here to ensure that the settings meet expectations.

Hover your mouse to view the Scheduled Strategy name and status;

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Click the strategy icon to enter and view the detailed strategy rules;

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If the strategy does not meet expectations, you can also click [×] to unbind it with one click.

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After confirming that all information is correct, click [Confirm] to complete the matching.

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2. Add Keywords in [Positioning Keywords]

Enter the [Positioning Keywords] page and click [Add Positioning Keywords] to enter the matching settings page;

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Enter the "Bind/Unbind Positioning Keywords" page,

Select the positioning strategy: Target to enter the first page ad placement. The following operations are consistent with binding keywords in [Positioning Strategy].

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五、How to Analyze Positioning Effectiveness

After setting up the positioning strategy and keywords, the system will automatically capture rankings and increase bids based on rankings to achieve the target ranking. However, depending on the set bid, positioning method, bid increase method, product condition, etc., positioning may fail.

Therefore, we need to follow up on the positioning results, analyze the reasons for positioning failure, and optimize in time to achieve the positioning goal. At the same time, we can also analyze the product details of ranked products at different positioning time points, estimate competitors' advertising strategies, and adjust our own advertising approach; determine which position has better advertising performance, maintain that position, and obtain more orders.

1. How to View Positioning Records

We can track and analyze positioning effectiveness in 3 places. The data includes: product details of products in the top 3 pages during positioning, top-ranked promoted products in the top 3 pages, expected placement, positioning results, consecutive positioning exceeding expectation records, strategy version, bid comparison before and after strategy operation, strategy execution results, etc.

1) Positioning Records

We can uniformly view and analyze all positioning records.

Enter the "Positioning Records" page and use the filter bar above to find the target positioning records.

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2) Positioning Keywords

We can directly view the positioning records of the keyword dimension, analyze the keyword promotion ranking progress, track and analyze competitor advertising strategies, and adjust positioning strategies based on the analysis results.

Enter the "Positioning Keywords" page to directly view the ad campaign to which the positioning keyword belongs, 24-hour positioning trend, current positioning record, current ranking position, and other related data;

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Click [Operation] on the right to view the positioning records, the top 30-day history, and products that have been in the top 3 pages for the keyword separately.

If you want to give up promoting the keyword through analysis, you can also directly remove the positioning keyword.

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3) Positioning Strategy

In addition to positioning records and positioning keywords, you can also start from the positioning strategy and view all keyword positioning records of the positioning strategy.

Enter the "Positioning Strategy" page, click [Operation] on the right, and select [View Positioning Records] to enter for viewing and analysis.

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2. Determine Which Position Yields Better Conversion Results for Keywords

During keyword positioning, we can clearly know the ad performance and product order volume at that position. If the effect is not good, further analyze the reasons to see if it is because the product title, image, price, etc. affect conversion, or if competitors are more competitive and attract traffic, which is convenient for us to make further optimizations.

Taking the data of the positioning keyword "detachable shower head" as an example, the set target placement is: top 3 pages. By viewing the positioning records, we can see that it has been in a successfully positioned state from 6 PM to 7 PM on October 31, indicating that it has been placed in this position.

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At this time, we can further view the performance of this keyword, including its impressions, clicks, orders, conversions, etc. to judge the effectiveness.

Enter the "Advertising - Keywords" feature, filter to find the keyword "detachable shower head", and click the hourly trend button to enter and view the placement performance during the period from 6 PM to 7 PM on October 31.

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At the same time, compare the placement performance in the same period last week,

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By comparison, it can be seen that the ad performance of this keyword is better during the successful positioning period, and the conversion rate has improved, indicating that the revenue brought by this position is positive and can be maintained.

Of course, if through analysis, it is judged that it can be further pushed to the front page, then we can also adjust the expected positioning placement. Using the same method, analyze and judge whether the placement effect of this position meets our expectations and whether further adjustments are needed.

If the effect is indeed not good, you can further analyze the reasons to see if the settings are wrong, the keyword itself is not suitable, or the product itself is performing poorly: images, titles, prices, reviews, etc. are not well optimized, etc. Make further optimizations, or remove keywords, re-promote new keywords, etc.

3. Dominate Target Ad Placements with the Optimal Bid

Keyword positioning is to position by gradually increasing bids. Positioning bids can be dynamically adjusted. Therefore, we can also adjust the bid reduction ratio or directly adjust the bid by analyzing the ad performance of bids and ranking positions to maintain the position with the lowest possible bid.

Still taking the data of the positioning keyword "detachable shower head" as an example, this keyword has been in a successfully positioned state since 6 PM on October 31, and has been placed in the target ad placement. The bid at this time is: \$2.

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This bid is relatively high compared to the bid before positioning.

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On the premise of continuous successful positioning, we can choose to appropriately reduce the bid to run ads with the lowest possible bid to reduce spend and increase ROI.

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4. Estimate Competitors' Advertising Strategies

In addition to analyzing your own keyword ad performance, we can also analyze and estimate competitors' advertising strategies to see how they promote the same keywords. By estimating competitors' approaches, we can refer to and adjust our own advertising strategies.

Taking competitor product ASIN: B07WGWHV2G and keyword: detachable shower head as an example,

Enter the "Positioning Keywords" page, find the same positioning keyword: detachable shower head, click [Operation] on the right, and select [Top 30-day history, products that have been in the top 3 pages] to enter the data analysis page,

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Enter the "Products in Top 3 Pages" page for this keyword,

Enter ASIN: B07WGWHV2G to find the ranking data of this ASIN for the last 30 days.

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We can see that for product B07WGWHV2G, under this keyword, SP ads have been in the top 3 pages 203 times in the last 30 days. Among them, the proportion of times in the top 2 pages is the highest, indicating that it has been maintained in the second page placement most of the time.

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At this time, we can further analyze whether it is because they have not been competing for the first page, or they just want to maintain the second page placement (or other reasons).

Click [Ranking Trend] on the right to enter the trend list,

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Click the data of different time nodes to enter and view the detailed product information of the top 3 pages at that time to analyze the patterns.

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Enter one of the pages, and you can see that the similar products on the first page at this time are not much different from product B07WGWHV2G. Among them, the SB ranking of this product is mostly at the top of the first page.

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From this, we can see that this product may be deliberately positioned on the second page. In this way, both the first and second pages can see this product, increasing the click-through surface and potentially increasing more clicks.

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In addition to the example analysis above, there may be other situations in the data of different competitors, such as: the competitiveness of competitors on the first page is strong and cannot be competed with, so avoid their strengths; or compete for the golden position on the first page to dominate the traffic on the first page; or suppress competitors and deliberately place them next to them to grab traffic and orders, etc.

六、How to Adjust and Optimize Positioning Strategies

1. Combine with Hourly Bid Strategies to Quickly Pinpoint the Optimal Positioning Bid

When using keyword positioning, whether you choose [Specify a fixed time period] or [Maintain positioning all day], you may encounter a problem: the initial positioning bid is too different from the bid when positioning is successful.

For example, when positioning starts, the bid is 0.5, and the bid when positioning is successful may be 1.8, which is a big difference. If the positioning bid increase frequency is to increase the bid by 0.1 every 30 minutes, it will take a long time to reach 1.8.

At this time, we can combine with the Hourly Bid Strategy. When you want to directly reach the successful positioning bid, first adjust the bid to 1.8, and then start executing positioning and increasing bids to save time.

How to combine with Hourly Bid Strategies?

1) First, we need to find out the time period when we want to directly start positioning.

By analyzing the hourly sales data of the past four weeks, find the peak order time period of the product, and push keywords to the first page or top 3 pages during this time period.

Feature path: Advertising Management -> Scheduled Strategies -> Any new strategy page -> Hourly sales data of the past four weeks

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2) Then, find a suitable positioning bid.

By analyzing the performance of positioning keywords, find the bid for successful positioning as the base bid.

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3) Finally, set up the Hourly Bid Strategy and Positioning Strategy.

Hourly Bid Strategy settings: Adjust the time period to the peak order time period, and adjust the bid to a fixed value: successful positioning bid.

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Positioning Strategy settings: The positioning time and bid increase method can be set according to your expectations.

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2. Optimize Positioning Strategies Based on Different Performances

In addition to the adjustment and optimization methods combined with Scheduled Strategies, we can also flexibly adjust positioning strategy settings or archive unnecessary positioning strategies based on different positioning performances.

1) Adjust Positioning Strategy Settings

We can modify the positioning time, expected placement, positioning method, bid increase method and maximum value, bid reduction method, and whether to restore the bid at the end of positioning, etc.

Enter the "Positioning Strategy" page, click [Operation] on the right, and select [View/Edit Strategy] to enter for modification;

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Modify positioning strategy:

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2) Archive Positioning Strategy

If some positioning strategies are no longer needed, we can directly archive them. The archiving logic is consistent with archiving ads and Scheduled Strategies.

Find the positioning strategy to be archived, click [Operation] on the right, and select [Archive].

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