When should you optimize your Amazon ads for Rest of Search (ROS) placements?

When it comes to Amazon, most advertisers focus on capturing “Top of Search” placement—understandably so. These placements at the top of Amazon’s search results page have high visibility, click-through rates (CTR), and conversion potential. However, the growing competition for these spots has increased cost-per-clicks (CPC) and might not be the best strategy for everything advertiser, product or search term. So, when is the right time to optimize for ROS? 

While Rest of Search (ROS) doesn’t offer the same visibility as Top of Search (TOS), it has its own set of unique advantages that can help brands maximize their reach and ROAS on Amazon. In this post, we’ll explore why Rest of Search should not be ignored and the advertising strategies you can leverage to get the most out of it.

What is Rest of Search?

Rest of Search refers to all the placements on Amazon’s search results page that are not in the top row of the page. These placements typically appear below the fold or even on subsequent pages (page 2 and beyond). 

Why Rest of Search matters

1. Lower CPCs and more affordable conversions

One draw of Rest of Search is its cost-effectiveness. Since competition for these spots is lower than Top of Search placements, Rest of Search placements typically have significantly lower CPCs. Advertisers operating with tight budgets, or those looking to drive cost-effective conversions, can potentially see better return on ad spend (ROAS) from targeting Rest of Search.

Amazon’s second price auction dynamics mean that the highest bidders win Top of Search, but when the competition is reduced for lower placements, it allows advertisers to capture traffic without high costs. This can lead to a healthier cost-per-acquisition (CPA) as compared to Top of Search placements. This is especially true in highly saturated categories which are dominated by the top CPG companies globally. 

In the past, advertisers were only able to add TOS and PDP placement multipliers - now Amazon allows advertisers to apply bid adjustment for rest of search placements. This means you can think more strategically about this often forgotten inventory. 

2. High intent shoppers still browse Rest of Search

Contrary to the belief that only low-intent or disengaged shoppers scroll beyond the top results, Rest of Search placements can still attract shoppers who have strong purchase intent. Many consumers prefer to compare products, read reviews, and search for the best value, often scrolling down the page and beyond. Think about your own customer journey when shopping on Amazon - do you always buy from the top rows or do you evaluate all options? 

Certain keywords, especially those with high “scrolliness scores”, reveal that users are willing to scroll through multiple results before deciding on a purchase. For instance, a term like “summer tops for women 2024 trendy” has a high scrolliness score, indicating that customers explore more results beyond the top three listings. This makes rest of search a valuable opportunity to capture the attention of these active, high-intent browsers.

3. Greater visibility across the entire customer journey

Rest of Search also helps brands gain exposure during different stages of the customer journey. Consumers may start by exploring Top of Search ads but continue to browse further for more options, better prices, or better-reviewed products. By optimizing for Rest of Search, you can remain visible during these deeper stages of decision-making.

Effective strategies for optimizing rest of search

Let’s dive into the strategies that can help you optimize this placement to drive more conversions and improve your Amazon advertising performance.

1. Utilize placement multipliers

Amazon’s Sponsored Products campaigns now allow advertisers to adjust bids for Rest of Search placements, just like for Top of Search and Product Pages. You can easily use placement multipliers with Perpetua to increase your bids for Rest of Search by up to 900%, ensuring that your ads have a higher chance of showing up in these lower positions.

When crafting your strategy, consider using placement modifiers to push your ads into Rest of Search with a controlled increase in bids, especially for keywords where you know the competition is high at the top but less so lower down the page. We recommend starting with a lower percentage (20-50%), letting the campaign run for about a week before evaluating which placements are getting the most spend. If TOS or PDP are still getting significant spend, increase the multiplier. 

2. Leverage general/generic search terms

Rest of Search is an ideal placement for keywords that aren’t specific, which leads to shoppers scrolling through the search results. Here’s some examples of low vs. high scrolliness search terms: 

• Low scrolliness might be search terms like: “dove dandruff shampoo for men”, “airpods”, “eco dryer sheets for pet hair”. In these examples, customers know exactly what they’re looking for and are very specific with either the brand or product attributes that they need - odds are they’ll find what they’re looking for in the first results and convert there. 

• On the flip side, high scrolliness search terms might be: “twin bed sheets for kids”, “wedding guest dress”, “supplements for sleep”. These search terms are much more broad, with lots of possible results and variations to the style and/or high competition. By targeting generic keywords, you can place your ads in front of a more targeted audience while simultaneously reducing your CPCs.

3. Allocating TOS and ROS by product

Not all products are created equal—some ASINs will naturally perform better in TOS placements, while others are better suited for ROS. A strategy that differentiates placement by ASIN can be highly effective. For example, you might choose to focus high-margin or top performing ASINs in TOS placements where they can compete more aggressively, while reserving lower-margin or less competitive ASINs for ROS placements where they can still convert, but without breaking the bank.

Here’s how to approach this:

• Top performing ASINs for TOS: Identify ASINs with strong conversion rates, high product ratings, or superior reviews. These are the products that are most likely to succeed in TOS placements, justifying the higher cost. Use performance data to determine which ASINs consistently deliver a return on ad spend (ROAS) at higher bids. These ASINs can serve as your premium offerings that deserve TOS exposure.

• Less competitive ASINs for ROS: For ASINs that operate in competitive categories, have low margins, new products and/or have low conversion rates, ROS is an excellent choice. By bidding strategically in ROS, you ensure that these ASINs are still visible but at a fraction of the cost of TOS placements.

• Cross-targeting with TOS and ROS: For some ASINs, using a cross-targeting strategy can be highly effective. You can allocate a portion of your budget to TOS for initial exposure and brand recall, while allowing ROS placements to capture the remaining impressions as users scroll further. This tactic is especially useful for products with varying price points or those with broader appeal across different customer segments.

Conclusion

Optimizing for Rest of Search on Amazon offers a cost-effective alternative for brands that may struggle to afford Top of Search placements. ROS provides lower CPCs while still capturing high-intent shoppers who scroll beyond the top results, making it an excellent choice for brands with tighter budgets or those in competitive categories. By leveraging placement multipliers and targeting general search terms, advertisers can maintain visibility and drive conversions without the high costs associated with TOS.

Allocating specific ASINs to either TOS or ROS based on performance and competition further enhances ad spend efficiency. High-performing products can compete for TOS, while less competitive or lower-margin ASINs can thrive in ROS at a fraction of the cost. By balancing TOS and ROS strategies, brands can capture valuable impressions across the customer journey, maximizing their return on ad spend (ROAS) and driving growth on Amazon.