Amazon Advertisement campaigns provide access to 300+ million worldwide active customer accounts. Amazon has a deep understanding of how shoppers engage with products and brands as they discover, research, and purchase items online. By advertising with Amazon Advertising, you’re reaching customers while they shop. Their offerings help you achieve your advertising goals while helping customers find the products they’re looking for.
The two main campaigns to create are Sponsored Products & Sponsored Brands. Sponsored Products are cost-per-click ads for individual product listings that appear in shopping results and on product detail pages. Sponsored Brands are cost-per-click ads for brands that appear in shopping results and feature a custom headline, brand logo, and multiple products. You can see an example of both below.
Below you will find some key tips for creating both Sponsored Products & Sponsored Brand campaigns:
Create campaigns in both Manual & Automatic Targeting
Manual targeting requires you to insert keywords manually from any source, or Amazon’s suggested keywords. Each keyword will have its own match type and max cost-per-click. This means you can set a max CPC for $3.00, which tells Amazon to only spend up to $3.00 per click to show up.
Duplicate All Match Types in Manual Targeted Campaigns
There are 3 different match types: Exact, Phrase, and Broad. Each keyword should be duplicated and broken out at the ad-group level by match type. This will allow you to break out your ad-group default bids and control the bidding in all match types. The keyword will also be able to bring in any available traffic, since each match type will capture unique queries.
Leverage Any Keywords or Data from Other Sources
If you are doing any other paid search like Google Ads or Bing Ads, leverage this data for Amazon usage. For example, you can copy over all keywords from those platforms and build them out on Amazon. Search tendencies are similar across both platforms. Thus, keywords that are performing on those search engines have a very high chance for similar success on Amazon.
Ensure All Product Offerings Are Utilizing Sponsored Brands
Sponsored Brands is a great way to allow for branded searches to show your brand and products right at the top. But, it should also be used for all campaigns that are specific to individual product offerings. For example, if you have a Sponsored Products campaign just for toilet paper, you should have a corresponding Sponsored Brand campaign for those toilet paper keywords and any complementary products. Don’t forget that you are able to showcase up to 3 products on a Sponsored Brand headline. Mix and match and create test campaigns with various products to see what generates the most sales!
Utilize Search Term Reports
All search terms that were inputted into Amazon and the user clicked your ad will be recorded in your search term report. You will be able to see exactly what they typed in, how many clicks it generated, what the cost was, and whether or not it resulted in a sale. This is extremely valuable information! Any search terms that have resulted in a sale should be added into the account as a keyword. This ensures that your ads are showing up for these keywords and gives you control over the cost-per-click. This is also useful to identify any negative keywords that can be added to the account to save you money. These are usually irrelevant search terms or just queries that are getting traffic, but not bringing in any sales.