After 8+ years managing Amazon PPC: There are very few things I’m hardline about
By Elizabeth Greene · June 1, 2026 · Curated by George's Blog
After 8+ years managing Amazon PPC:
There are very few things I’m hardline about.
This is one of them:
Most accounts abuse placement percentages.
Not because placements are bad.
Because most advertisers use them before understanding the actual problem.
When we investigate account volatility, we usually work backward:
What changed?
Where did impression share shift?
What happened to conversion rate?
Did category demand move?
Did competitors become more aggressive?
Too often, placement percentages become the first lever people pull.
I think they should be one of the last.
Because placement modifiers amplify.
They amplify good systems.
And they amplify bad ones too.
Our approach is simple:
Identify root cause.
Build the strategy.
Then decide if placements belong.
That mindset alone prevents a lot of expensive mistakes.
Curious:
What’s your threshold for using placement modifiers?