Well, maybe we ought to clarify, what we're actually dong is reducing the synchronous AM. The true AM noise is pretty much power supply noise and noise from the AC filaments. Synchronous AM, OTOH, is produced by the (inherently) limited bandwidth of the entire RF system. Consider that the load presented the transmitter is reactive to some degree at any given frequency. Presumeably, this reactance increases as we move off carrier - assuming the antenna is properly tuned. The reactance will result in some reflected power with frequency change, which change is caused by modulation,. Thus , the signal level will change slightly (acquire an AM component) determind by modulation. If we center the tuning in the system passband, and minimize reactance via the loading for best match, we will have managed to get the system where it performs its best, because we will have it operating in its most linear position. This will give us least distortion of the waveform and produce the fewest intermodulation products. Most of which shows up as garbage in the demodulated waveform, and which can degrade things enough to preclude a subcaqrrier even working.
That being said, empirically, what we want is least synchronous AM. On steady tones, modern stuff can be got down to -65 or so. I've seen -70. Unless there's something drastically wrong with the load - broken elements or the like, you should be able to get a modern system to run better than -45B on Belar monitor under program conditions. Below -45, the performance won't be noticeably degraded by synchronous AM. And, again obviously, this should be done into the antenna at licensed power. The value, and often the tuning point, will vary from the station load to the antenna, the amount of variation being a function of both the antenna system bandwidth and how closely the load and antenna are matched in reactance.
Quick and dirty: Tune it up, put it on the air, get it operating at power, and then touch up the tuning and loading for a dip in synchronous AM as indicated either on your Belar monit6or or your AM noise meter if you got one.