Lock Ad Placement

Last Updated: April 10, 2025

1. Usage Requirements

• Eligible Marketplaces: United States, Canada, Mexico, United Kingdom, France, Germany, Spain, Italy, Netherlands, India, Japan, Australia, Singapore.
• Ad Type: Only supports Amazon SP ads (Manual - Exact Match Keywords)
• Feature Exclusions: Cannot be used simultaneously with AI Managed Campaigns, Recommendations, or Rule-based Automation.

2. Application Scenarios

2.1. Scenario One: Seize Prime Positions to Boost Sales!

• Objective: When your main product is running a deal and has competitive pricing, you want to lock core converting keywords in prominent ad positions(e.g., top 4 on the first page) to quickly boost sales.
• How to Apply: Use the "Basic Lock Ad Positions" function, select either "Fixed Keyword Bid Adjustment" or "Top of Search Adjustment" mode. Set your target position range, bid range/percentage range, and adjustment frequency. The system will automatically adjust bids to achieve your target.

2.2. Scenario Two: Reduce Total ROAS/ACOS

• Objective:
  1. Mature Products: If your product's main keywords have high organic and ad rankings (e.g., already on the first page), you may want to avoid ad clicks cannibalizing organic clicks by reducing ad spend or adjusting ad position targets.
  2. Growing Products: If your product has high conversion rates but insufficient exposure, with low organic rankings and fluctuating ad rankings, you may want to aggressively secure prominent ad positions to continuously accumulate ad conversions, helping to improve organic rankings.
• How to Apply: Enable the "Adjust Ad Position Based on Organic Position" function. You can set different target ad positions, bidding strategies, and adjustment frequencies based on whether the organic position is on page 1, 2, or 3. For example, when the organic position is on page 1, you can set a more conservative target ad position or lower bid cap; when the organic position is on page 3, you can set a more aggressive target ad position and higher bid cap.

2.3. Scenario Three: Precisely Control Specific Ad Campaigns

• Objective: You only want to apply ad position locking to one specific ad campaign, avoiding interference from other campaigns.
• How to Apply: When creating a strategy, select "Precise Mode" and enter that specific Campaign ID. This way, position locking will only be considered successful when keywords and tracking ASINs from that specific Campaign appear in search results.

3. Operation Guide

3.1 Creating/Editing Ad Position Strategies

3.1.1 Basic Settings

• Rule Name: Enter a strategy name (required, within 100 characters, cannot duplicate existing strategy names).
• Effective Date: Select start and end dates for the strategy (required, start date cannot be later than end date). The strategy will take effect on the start date and automatically expire after the end date.
• Ad Type: Currently only supports SP, default is SP.
• Ad Position Matching Mode:
  1. General Mode (default): Any tracking ASIN and keyword match from any Campaign is considered successful positioning.
  2. Precise Mode: Requires additional Campaign ID input. Only when tracking ASINs and keywords from the specified Campaign ID match will it be considered successful positioning. Note: Precise mode requires that the Campaign contains only one ad group.

3.1.2 Object

• Portfolio Filter (optional): Click to filter, you can multi-select or search for Portfolios in your account to filter the "Enabled Exact Match Keywords" displayed below.
• Select Keywords:
  1. In General Mode, the list displays all [Enabled Exact Match Keywords] from [Enabled Ad Groups] in [Enabled Campaigns].
  2. In Precise Mode, the list only displays [Enabled Exact Match Keywords] from [Enabled Ad Groups] in [Enabled Campaigns] that have only one ad group.
• Tracking ASINs:
  1. After selecting keywords, click "Change Tracking ASINs."
  2. The system defaults to selecting all promoted ASINs in the ad group containing the keyword. You can uncheck or check specific ASINs as needed (multiple selections supported).
  3. "Select All/Deselect All" function is available for convenience.
  4. The "Tracking ASINs" column will display the number of ASINs you've selected.
• Campaign ID (displayed in Precise Mode): If you've selected Precise Mode, enter the corresponding Campaign ID here. The system will verify the format (20 or 21 alphanumeric characters starting with 'A'), please ensure accurate input.
• Keyword Count Notification: The page will display the total number of unique keywords currently enabled in the strategy and your quota limit. If you exceed the limit, you cannot add new tasks.

3.1.3 Rule Settings

3.1.3.1 Adjust Ad Position Based on Organic Position:

• Master Switch: Default is off. Settings below only take effect when enabled.
• Priority: When this feature is enabled and organic position meets the conditions, its priority is higher than the "Basic Lock Ad Positions" below. When the organic position is not within the selected range below, the strategy will automatically switch back to the "Basic Lock Ad Positions" logic.
• Page Configuration: You need to select at least one organic position range (multiple selections allowed).
• Adjustment Logic:
  1. The system first detects the highest organic ranking position among the tracking ASINs bound to the task.
  2. If the organic position falls within your selected page range (e.g., page 1), it will execute the target ad position strategy corresponding to that range (including target position, bid range, adjustment amount, adjustment frequency).
  3. If the ad position is lower than the target, bids will increase; if higher than the target, bids will decrease; if within the target range, position locking is successful and no bid adjustment will be triggered.
  4. Since an ASIN's organic position can only be on one page at a time, only one page's strategy will be triggered.

3.1.3.2 Basic Lock Ad Positions:

• Position Locking Logic
  1. Exceeding Target: If the highest ad rank among tracking ASINs exceeds the target position (e.g., target is positions 5-12 on page 1, actual is position 1 on page 1), price reduction is triggered.
  2. Below Target: If the highest ad rank among tracking ASINs is below the target position (e.g., target is positions 5-12 on page 1, actual is position 5 on page 2), price increase is triggered.
  3. Within Target Range: If the highest ad rank among tracking ASINs is within the target position (e.g., target is positions 5-12 on page 1, actual is position 6 on page 1), no adjustment is made.
• Bid Adjustment Method (choose one)
• Fixed Keyword Bid Adjustment:
  1. Target Ad Position: Select page number and position range. End position must be ≥ start position.
  2. Fixed Adjustment Amount: Set the fixed amount for each bid increase or decrease.
  3. Bid Range: Set the minimum and maximum allowed bids.
     • If the current keyword bid is lower than the minimum, adjustments will start from the minimum bid.
     • If the current keyword bid is higher than the maximum, adjustments will start from the maximum bid.
• Top of Search Adjustment:
  1. Target Ad Position: Limited to positions 1-4 on the first page.
  2. Percentage Adjustment: Set the percentage for each bid increase or decrease.
  3. Percentage Range: Set the minimum and maximum allowed adjustment percentages.
     • If the current campaign TOS setting is lower than the minimum, adjustments will start from the minimum percentage.
     • If the current campaign TOS setting is higher than the maximum, adjustments will start from the maximum percentage.
• Adjustment Frequency: Select the time interval for automatic adjustments (15/30/60 minutes).

• Automatic Bid Adjustment Mechanism
• Automatic Bid Reduction:
  1. When the ad position reaches the target range and successfully maintains position for N consecutive times (N can be set from 1-10), the bid will be automatically reduced once (by fixed amount or percentage, depending on the mode selected above).
  2. Bid reduction will not go below your set minimum bid range or minimum percentage range.
• Automatic Bid Reversion:
  1. During non-tracking periods set in the strategy, the system will automatically revert the bid or percentage to the specific value you set here. This reversion value is not limited by the bid/percentage range.
  2. Important reminder: If the strategy is paused, automatic reversion will not be triggered.

3.1.3.3 Email Alert and Zip Code Settings

• Email Alerts:
  1. Master Switch: Default is on. When enabled, you must select and configure at least one rule.
  2. Rule Management: You can add up to 4 alert rules (OR logic, triggered if any condition is met). A "Budget Consumption Rate" rule is included by default. You can delete or add rules.
  3. Metrics and Conditions: You can select different monitoring metrics (such as budget consumption rate, ad spend, organic/ad position, ACOS/ROAS, etc.) and set trigger conditions.
• Zip Code Settings: The system will simulate different regional buyer rankings based on the zip codes you set, and select the best ranking as the final result.

3.2 Rule Management

• In the "Rule Management" list page, you can use the Portfolio filter to find rules under specific ad portfolios.
• On this page, you can view the status (enabled/disabled) and basic information of existing tasks (such as rule name, execution time, number of associated tasks, etc.).

• Click on the "Associated Tasks" number corresponding to a rule to view the specific task list associated with that rule.

3.3 Task Management List

• On the "Task Management" list page, in addition to the new Portfolio filter, the list also includes organic ranking-related fields.
• Data Note: All ad metric fields in the list (such as spend, clicks, orders, etc.) come from AMS report data from the last three days (including today), with a possible delay of up to 2-3 hours.

• Task Operations: In this list, you can edit, enable, disable, and perform other operations on tasks.

3.4 AMS Real-time Data

• Feature Overview: You can set up different monitoring groups and monitoring dashboards for each group. For each dashboard, you can customize configurations to view real-time performance data for specific keyword × ASIN combinations, such as ad ranking, organic ranking, conversion rate, cost per click, ACOS, etc.
• Personalized Settings:
  1. Dashboard Memory Function: The system will save your last viewed dashboard configuration, so you don't need to reconfigure when you return.
  2. Metric Display: Supports viewing 3 key metrics simultaneously on the dashboard. If your current page only displays two metrics, you can click the settings button in the upper right corner (as shown) to reselect the three metrics you want to focus on.

4. Position Locking Task Frequency Reduction Mechanism

To improve position locking task execution efficiency and help you control ineffective costs, we've introduced a position locking task frequency reduction mechanism. When tasks are ineffective for an extended period or accounts are inactive, the system will automatically reduce their execution frequency.

4.1 Frequency Reduction Triggers

• Low-Click Tasks:
  1. Task accumulated less than 1 click in the past 7 days
  2. Or task accumulated less than 5 clicks in the past 14 days
  3. Or task accumulated less than 10 clicks in the past 30 days
• Long Login Absence: The sub-account/main account that owns the task has not logged into the Xnurta platform for more than 30 days

4.2 Frequency Reduction Strategy

• Frequency Adjustment: For tasks meeting any frequency reduction condition, the system will automatically adjust their position locking execution frequency to the lowest (once every 60 minutes).

4.3 Reminders and Notifications

• Advance Notice: Two days before a task meets frequency reduction conditions and is about to undergo frequency reduction, users will receive one email reminder.
• Reduction Notification: After the system implements frequency reduction, users will be notified via email that the task has been reduced in frequency.

5. Frequently Asked Questions

5.1 How do I obtain the Campaign ID?

• Amazon Advertising Console -> Campaigns -> Campaign Settings -> Find the string starting with 'A', which is the Campaign ID.
• Important Note: Please carefully verify the Campaign ID you enter. Incorrect or invalid IDs will prevent position locking tasks from executing effectively.

5.2 How do bids change during rule execution periods and non-execution periods?

Example explanation:

• Analysis: Suppose at 15:59 on Monday when position locking ends, the bid is $3.5. At 16:00 when the non-tracking period begins, automatic reversion will set the bid to $0.1. At 4:00 on Tuesday when the tracking period begins again, the system will resume adjustments from $3.5, not from $0.1.

5.3 Why is my position locking task keyword bid very low, but the system shows it has reached the target ad position or has a high ranking?

Possible reasons include:

• Low Keyword Competition: The keyword itself has low search volume and little competition, so even a low bid can achieve a high ranking.
• Impact from Other Campaigns in General Mode: Even if your position locking strategy bid is not high, it might be because other campaigns for the same ASIN are bidding higher on the same keyword and already occupy the target ad position. The position locking task detects this result, considers it "successful positioning," and maintains the low bid or executes a bid reduction.

5.4 How do I set up ad position locking rule for multiple keywords in a single campaign in batch?

• When creating or editing a rule, you can check multiple keywords at once in the "Objects" step. After setting up unified position locking strategy settings for these keywords and successfully saving the rule, the system will generate an independent position locking task for each keyword you selected.

5.5 Why can't I select "Top of Search Adjustment" when my target ad position is within the TOS (top 4 positions on the first page) range?

• Conflict within the same campaign: Is there another task in this campaign that has already set up a "percentage" mode?
• Conflict within the current strategy: In the strategy you're currently creating/editing, if you've selected more than one keyword under the same campaign, this option is unavailable (because ad position adjustment is a campaign-level setting, and the system cannot coordinate percentage bidding for multiple keywords).

5.6 Will the bid adjustment rules for "Adjust Ad Position Based on Organic Position" and "Basic Lock Ad Positions" take effect simultaneously?

• No, they will not take effect simultaneously. "Adjust Ad Position Based on Organic Position" has higher priority. When the tracking ASIN's organic position is within your enabled and configured monitoring range (page 1/2/3), the system will completely adopt all the settings you configured for that organic position range (target position, bid range, adjustment amount, frequency) to execute bid adjustments. Only when the organic position is not within your configured monitoring range (for example, on page 4 or further back, or not found), will the system automatically fall back to executing the "Basic Lock Ad Positions" bid adjustment rules.

5.7 What exactly are "Tracking ASINs"? How is ranking determined when multiple ASINs are selected?

• "Tracking ASINs" refers to the specific product ASINs whose ad rankings you want to manage through this ad position locking strategy. When you bind multiple tracking ASINs to a keyword task, each time the system checks rankings, it looks at which of these ASINs has the highest (most prominent) actual ranking in the search results ad positions, and uses this highest ranking as the basis for determining whether the target position has been reached and whether bid adjustments are needed.

5.8 Why can't I select certain keywords or binding objects in "Precise Mode"?

• "Precise Mode" requires that the associated Campaign must contain only one ad group. If a keyword belongs to a Campaign with multiple ad groups, you will encounter restrictions. Additionally, please ensure that the Campaign ID you entered is accurate.

5.9 When do the "Automatic Bid Reduction" and "Automatic Bid Reversion" mechanisms work?

• Automatic Bid Reduction: Triggered during position locking periods when the ad position successfully reaches your set target range for N consecutive times, with the aim of trying to reduce costs after stable positioning is achieved.
• Automatic Bid Reversion: During non-position locking periods, the system automatically adjusts the bid/percentage to a fixed value you set, used to avoid excessively high or low bids during non-tracking periods.

5.10 Why are there no logs for position locking tasks?

• Position locking tasks will only execute when the associated campaign is in a "delivering" status. 
• If the campaign stops delivering due to abnormal statuses such as being out of budget, paused, or ended, the position locking task will not be triggered.