Amazon Sponsored Advertising
And Beyond...
Content
• Introduction
• Types
• Scope
• Structure
• Advantages
• Disadvantages
• FAQs
Introduction
• Sponsored Products is an advertising program that
helps you promote the products
• We choose which products we want to advertise,
assign keywords to those products, and enter a cost-
per-click bid
• Boost the visibility of your products
• Sponsored Products uses a cost-per-click, auction
based pricing model
Types
• PPC Advertising (Pay Per Click)
• AMS (Amazon Marketing Services)
Scope
• Produces immediate results
• Creates brand awareness
• Targeted specific customers
• Increased traffic
• Set your own budget
PPC Advertising
• Pay-per-click (PPC), aka cost per click (CPC).
• Digital Advertising Model used to direct traffic
to Products.
• Advertiser pays Amazon when the ad is
clicked.
How it works?
• Automatic and Manual Targeting
• Ad display auction
• Ad placements
• Ad groups
Automatic Campaign
Vs
Manual Campaign
Automatic Campaign
• With automatically targeted campaigns, you
bid on the top relevant customer searches
based on your product information
Scenarios for using automatic targeting
• Not sure which keywords to use
• Want to save time
• Manual targeting aren't generating the
impressions and clicks that you want
• Want to supplement the keywords in your
campaigns with manual targeting after
analyzing search terms report
Manual Campaign
• With manually targeted campaigns, we can
bid on the keywords that we have selected.
Scenarios for using manual targeting.
• When you want to set custom bids for
individual keywords
• When you want to complement your
campaigns with automatic targeting
Ad Display Auction
When customers search or browse Amazon for the products they want to buy,
Sponsored Products displays ads in order of relevance to the customer
• On a search Amazon finds all Sponsored Products ads that contain
keywords that match the customer's search.
• Amazon first removes any Ads that are not currently winning the Buy Box
• The ads are then analyzed for relevance. Ads that are determined to not
be relevant are removed from the auction
• The remaining ads are then ranked and displayed to Amazon customers by
eCTR
Campaigns that have been active longer have a better chance of showing ads.
To maximize your ad's chances of receiving an impression, we should:
• Ensure our product is eligible to win the Buy Box.
• Use relevant keywords.
• Bid competitively.
• Set your budget to ensure your daily budget is not exhausted.
• Ensure your listings are complete and accurate.
Ad Placements
Sponsored Products displays ads in a variety of
places across Amazon.com to make it easier for
shoppers to find our product
• Top of Search
• Right Side
• Middle of search
• Bottom of the search
• After product information on detail page
Top of search
Right Side of Search Result
Bottom of Search Results
On the detail page
Ad Groups
• Campaigns are made up of one or more ad
groups
• In manual targeting, ad groups are used to
group together similar SKUs you want to
advertise that share the same set of keywords
and same maximum default bid.
• The essential elements of an ad group are the
ad group name, maximum cost per click bid,
SKUs, and keywords
Keywords
• Keywords for Sponsored Products
• Keyword Match Types
• Negative Keywords
• Keyword Research & Tools
What are keywords?
A keyword is the word or set of words you bid on in Campaign to
target your ads to customers.
Keyword can be enabled, paused, or archived. However, once it has
been archived you cannot change the status back to enabled or paused
Choosing A Keyword
• Choose multiple keywords that are relevant to your product
• Group similar keywords together in ad groups
Upto 1000 keywords are limited in a single ad group
Keyword Match Type
1. Broad
2. Phrase
3. Exact
BROAD Match Type
• Customer search term will match if it contains
(plurals, acronyms, abbreviations)
• Ex:- Baseball Cap
• Eligible Term: Red Baseball Cap, Cap for
Baseball etc
• Ineligible term: Red Baseball, Adidas Cap etc.
PHRASE Match Type
• Contains exact phrase or sequence of words.
• Ex:- Baseball Cap
• Eligible Term: Red Baseball Cap, Cap for
Baseball, Baseball Cap for Girls.
• Ineligible term: Baseball Red Cap, Cap for
Baseball etc
EXACT Match Type
• Customer search term must match exactly the
keywords in ad group.
• Ex:- Baseball Cap
• Eligible Term: Baseball Cap, Baseball Caps.
• Ineligible term: Red Baseball Caps, Cap for
Baseball etc.
Match type limits
• Word limit: Maximum 10 words per keyword
• Character limit: Maximum 80 characters
Negative Keywords
Negative keywords prevent your ads from displaying
when a shopper’s search terms match your negative
keywords
Negative Match Type
• Negative Phrase
• Negative Exact
Match Type Limit
• Negative phrase 4 words 80 characters
• Negative exact 10 words 80 characters
Tools for Keyword research
• Amazon Suggestions (Recommended)
• SEOStack
• Keywordtool.io
For more keyword analyze bestseller and
competitors page.
Campaign Setting
• Campaign status
• Ad group status
• Ad Status
• Campaign limits
• Edit campaigns, ad groups, and ads
Campaign Status
• Enable a campaign
• Adjust a campaign date
• Stop a campaign
Other Campaign status
1. Running
2. Scheduled
3. Out of Budget
4. Payment Failure
5. Ended
6. Paused
7. Archived
Ad Group Status
1. Running
2. Campaign Scheduled
3. Incomplete
4. Ineligible
5. Out of Budget
6. Payment Failure
7. Ended
8. Paused
9. Archived
10. Campaign paused
11. Campaign Archived
Ad Status
1. Running
2. Not in Buy Box
3. Ineligible
4. Out of Budget
5. Payment Failure
6. Ended
7. Paused
8. Archived
9. Campaign Ended
10. Campaign paused
11. Campaign Archived
What are the Limits in a Campaign
Bidding and budgets
• Suggested bid
• Daily budget
• Cost per click bids
• Winning cost per click bids by category
• Bid+ (BETA)
Campaign Structure
Sponsored Products is structured into three
components:
• Campaigns
• Ad Groups
• Keywords
Automatic Campaign
Advertising
Campaign Manager
Campaign Campaign Type
Create Campaign Daily budget
Name (Auto)
Create Ad Group Select products Default Bid
Save and Finish
Manual Campaign
Advertising
Campaign Manager
Campaign
Create Campaign Daily budget Campaign Type
Name
Create Ad Group Select products Default Bid Select Keywords
Save and Finish
Difference B/W
Campaign #1 Campaign #2
Targeting type: automatic Targeting type: manual
Average daily budget Average daily budget
Start date Start date
End date (optional) End date (optional)
Ad group A Ad group B Ad group C Ad group D
Ads Ads Ads Ads
Maximum Maximum Maximum Maximum
bid bid default bid default bid
Keywords Keywords
Advertising metrics
• Impressions
• Clicks
• CPC
• Spend: (Click * CPC)
• CTR: (Clicks * 100 / Impressions)
• Sales
• ACoS: (Total Spend ÷ Total Sales)
• Page Views
• Sessions
Prerequisite Before Advertising
Product
• Understanding Sellers Requirement (Product,
Sales, Budget, Bidding, ACoS)
• Product Information (Detail Page, Reviews,
Buy Box, Category, Price, Competitor Analysis)
• Plan of Action
AMS (Amazon Marketing Service or
Amazon Pages)
Amazon Pages is a product that allows brands to
create a customized landing page, giving brands
increased exposure at Amazon.com
Types of AMS
Product Display Ads
Product Display Ads are cost-per-click product or interest-targeted
display ads that drive traffic to a selected product's detail
page.(custom Headline and logo required)
Headline Search Ads
Headline Search Ads are keyword targeted cost-per-click ads that allow
brands to promote 3 or more products and drive traffic to a brand
page or to a custom landing page at Amazon.com
Sponsored Products Ads
Sponsored Products are keyword-targeted ads that allow you to
advertise individual products you sell at Amazon.com
Advantages
• Increase Sales
• Improve Ranking
• Enhance Visibility
• Full control
Disadvantages
• PPC can cost a lot
• PPC can generate junk traffic
• PPC campaigns are not always successful
FAQ
• In what categories can I advertise my products?
• What if my detail page is not in Buy Box?
• How much does it cost?
• How do I pay for my Sponsored Products?
• When do I get charged?
• How does the daily budget work?
• What is the landing page for my ads?
• If I advertise my product listing does that mean I
automatically win the BuyBox?
• What products are not eligible for advertisement?
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