Why is my ad shown at the bottom of the first page instead of at the top?

I have been running PPC on several products and put my bid high enough so that would appear on the first page at the top.

Recently I noticed they are now being shown at the bottom. I thought it might be because my bid is too low so I have been upping it for some time now to see if it went back up but with no joy.

I have not put the bid way above the suggested amount but still appearing at the bottom.

Any reason why this may be or what I can do to get back to the top?


There could be several reasons why your PPC ads are now appearing at the bottom of the page instead of the top:

  1. Increased Competition: Other advertisers may have raised their bids, making it more challenging for your ad to secure the top position.
  2. Budget Constraints: If your daily or campaign budget is limited, it might prevent your ad from consistently appearing at the top.
  3. Relevancy and Quality Score: Amazon considers ad relevancy, click-through rate (CTR), and other factors to determine ad placement. If your ad isn’t highly relevant or has a low CTR, it may affect its position.
  4. Dynamic Bidding: Amazon uses dynamic bidding, and your ad position may vary based on factors like device type, audience, and search query.

To improve your ad’s position, you can try the following strategies:

  1. Competitive Bidding: Increase your bid to be more competitive, but ensure it aligns with your budget and target ACoS (Advertising Cost of Sales).
  2. Keyword Optimization: Refine your keyword selection to target more relevant and high-converting terms.
  3. Ad Content Improvement: Optimize your ad copy to make it more engaging and relevant to your target audience.
  4. Campaign Segmentation: Separate campaigns by performance or product groups to have more control over bids and budgets.
  5. Experiment and Monitor: Test different bidding strategies and monitor the performance to find the optimal balance between visibility and cost.

Keep in mind that ad positions may fluctuate based on various factors, so it’s essential to continuously monitor and adjust your campaigns to achieve your advertising goals effectively.