SP campaigns used to be a simple traffic and sales driver. Sellers could launch an auto or manual campaign, and results would follow. But that landscape has changed.

Running SP campaigns is now more complex. It is no longer just about choosing a bidding strategy and adjusting placement percentages. Now, sellers must navigate rule-based bidding, business placement adjustments, and Off Amazon optimization.

Despite these new features, most accounts still do not fully utilize rule-based bidding, and Off Amazon optimization remains a minor factor for SP campaigns. The key to success lies in finding the right combination of bids, strategies, and placements. Getting it wrong can impact overall account performance.

For example, in some accounts, the Rest of Search placement is outperforming Product Pages, highlighting the need for continuous testing. What works for one account may not work for another.

If sellers overlook these settings, they risk losing both traffic and revenue. Understanding and optimizing every aspect of SP campaigns is now more critical than ever.