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Your competitors are winning with lower bids.
While you’re out here waging auction wars you’d never win.
Let’s rewind. You saw your competitors ranking above you. So you did what anyone would: you declared war.
You raised your bids, then raised them again. But it didn’t change anything, so you slapped on a Top-of-Search modifier as a last ditch effort. And that was it (for you)—your budget burned through.
Here’s the thing though, your competitors weren’t bidding higher. They were bidding smarter.
They were using placement strategies that put them exactly where buyers are clicking. Not guessing. Not hoping. But calculating.
That’s what you need—a bidding system that accounts for placement modifiers and ACTUAL conversion data. Automatically.
What becomes possible:
✔ You win placements without overpaying—calculated bids, not hope-fueled guesses.
✔ Your budget actually lasts—stretched across spots that convert, not wasted by noon.
✔ Your ACOS stabilizes—no more profit-eating swings every time you tweak a modifier.
Stop starting fights you can’t win. Start bidding like your competitors do—with strategy, not desperation.
You’ve got two paths to move forward. Figure it out yourself, or let us show you how. Pick one.
Here’s How to Set It Up 📚
How to normalize bids by placement (automatically):
1. From your Scale Insights account, navigate to Automation.
2. Select Bidding rule, then the Bidding rules tab.
3. In the search bar, type ‘performance’. You’ll see a preset rule we’ve created.
4. Click the Clone icon.
5. The rule will trigger for keywords with >= 3 clicks. You can modify as needed.
6. The rule will adjust bids with the following parameters (modify as required):
Target ACOS: 40% — optimized using the Revenue Per Click (RPC) formula
Max decrease: 30%
Max increase: 10%
7. For Normalize bid by placement, select Top of search. The system calculates the base bid needed to hit your target after Amazon applies the modifier.
E.g. For a bid of $1.30:
If TOS is 100%, the final bid will be $0.65
If TOS is 200%, the final bid will be $0.43
8. Strongly recommended—define a maximum bid range to prevent overspend. The current max bid is $2.20.
9. Provide a name for the rule and click Create rule.
10. Select the ad(s) you want to apply the rule to and select Assign.
✅ Done.
Your ads now calculate bids automatically—based on placement modifiers and actual conversion data.
No more guessing. No more overpaying.