SB Campaigns just got an awesome update to their Placement Modifiers – we can now increase ‘Top of Search’ and ‘Rest of Search’ by 900%.

I really appreciate how:
- This applies to all Ad formats within SB
- It conforms SB to function even more like SP

It’s always been a little clunky with how SP Placements worked relative to SB, where one of them was a figure to ‘increase’, while the other was a value to ‘decrease’.

I also remember the difference between SP and SB modifiers to be ‘tricky’ to tie depending on if you were pulling Campaign data via Lists vs Exports vs Stream Signals (vs Snapshots when those existed…) – but this has resolved, which is great.

One report I would encourage you to utilize concerning Placements, which I began pulling a while back, is the Placement Report found here: https://lnkd.in/gDpJCyzq

This allows our clients to see performance across each Placement of each Ad Type – it can be very insightful when charted over time, specifically with CVR and CPC…

One thing that SB does still have over SP – we can still ‘decrease’ a Placement, by up to 99%, and it would be awesome if SP allowed this!

While I am not a huge fan of Placement Modifiers with Bid Ops (I’ve posted on this plenty in the past…), SB does provide the data more readily to do this than SP does…

But to scale Placement Modifier adjustments with the greatest precision, you really need Marketing Stream – it’s the only source we have for real-time Target-level performance data with Placement granularity (AMC would also technically have this, but that would be an extremely inefficient approach).

If you want to learn more about Marketing Stream, check this out: https://lnkd.in/gqkMy-fQ

Check out this Bid-Ops cheat-sheet, where I discuss Placement Modifiers, along with other strategies: https://lnkd.in/g8VYUY4y

And finally, here’s a link to the SB update: https://lnkd.in/gjBPCNW3