Placement modifiers (top-of-search)

Sponsored Products reports performance by placement, and the differences are routinely dramatic: top-of-search converts multiples better than product-page placements for most queries. Placement modifiers (0–900%) raise your effective bid only for the placements that earn it.

The read-then-set routine: check the placement report, compute each placement's real ACoS, and set modifiers so effective bids match placement economics. A base bid low enough to be safe on product pages plus a large top-of-search modifier usually beats one blended bid fighting both auctions.