{"id":12912,"date":"2021-03-20T02:55:24","date_gmt":"2021-03-19T20:55:24","guid":{"rendered":"https:\/\/revstep.com\/?p=12912"},"modified":"2021-04-01T01:57:19","modified_gmt":"2021-03-31T19:57:19","slug":"sponsored-product-ad-placement-how-it-works","status":"publish","type":"post","link":"https:\/\/revstep.com\/us\/sponsored-product-ad-placement-how-it-works\/","title":{"rendered":"Sponsored Product Ad Placement \u2013 How it Works"},"content":{"rendered":"\t\t
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How it Works<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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Amazon\u2019s goal is to match the best product to the search terms you enter in the search bar. This increases the likelihood that you\u2019ll buy something from their site. Ads are in the same boat as organic results in that Amazon is matching your ad group keywords (created as an Amazon PPC Sponsored Product Campaign) with the customer\u2019s search term.\u00a0 When you create an Amazon PPC Sponsored Product campaign, you\u2019ll create Ad Groups in that campaign that you can assign product ASINs to.\u00a0<\/p>\n

(ASINs are the Amazon Standard Identification Number \u2013 the unique identifier that represents your product)<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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With an Auto Campaign, Amazon is kind enough (kind\u2026let\u2019s not kid ourselves, everything Amazon does is about their ROI) to suggest keywords for your product. You can also help to choose these words based on your listing descriptions. When creating manual campaigns, you\u2019ll be able to add keywords to that ad group that are relevant to your product and tell Amazon how much you\u2019re willing to pay (your bid) if a user clicks on your product ad. Basically, if you\u2019ve bid high enough customers will see your ad pop up at the top of a search page.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Target Types<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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In Amazon PPC, search terms are the most important interaction with the customer. Since we don\u2019t communicate with consumers directly before they purchase, we must use what they are sharing as the most important information we have to reach them pre-purchase. We can talk about interacting with customers post purchase via emails and messages in another blog. It\u2019s not possible to always advertise on a search term because you have to also consider keywords that you\u2019re bidding on specifically. There are a few different types of keywords a campaign can bid on for clicks.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Auto Targets<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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Amazon helps you ease into PPC management by not requiring you to input the keywords they should bid on. The reason it\u2019s called an automatic campaign is because the terms it will bid on is automatically populated by Amazon based on what keywords you have in your listing. This is a reason to be sure you are being accurate with the words that you use in your listing. If you fill your descriptions with non-relevant words, your auto campaigns will have less conversions because it will be advertising based on keywords that may not relate to what the customer is actually looking for.<\/p>\n

With Auto Targets you set a maximum bid that you\u2019re willing to pay and then let Amazon manage the bidding, placing, and matching search terms. Phew, that was easy! Wait, not so fast\u2026 Auto campaigns can be effective (if you have an optimized listing), but it\u2019s hard to control at times because you\u2019re authorizing Amazon to spend your PPC money on whatever keywords they deem relevant. While it\u2019s on auto, you should not \u201cset and forget\u201d your automatic campaigns!\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Manual Targets<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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Manual Targets can require a tedious process of researching, sorting, negating, and promoting keywords into new campaigns, but they also have the most opportunity for optimizing your ads. Finding handfuls of relevant keywords with bids that maximize your ACOS (Advertising Cost of Sale), drive traffic, and convert into sales is the Amazon seller\u2019s dream. There are different match types for keywords to help you achieve this goal.\u00a0<\/p>\n

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  • Exact Match Keyword\u00a0<\/strong>\u2013 This is the most specific match type, and often has the highest CPC (cost per click) in the PPC space. These are the keywords that have proven to convert via other campaigns generally. You have promoted these out of auto campaigns and put them specifically in an exact campaign because these are the \u201cexact\u201d words or phrases customers use to find and buy your product. Phrase Match Keyword\u00a0<\/strong>\u2013 This match type allows for additional words at the beginning or end of the search term, but requires the word or phrase used in the keyword to show up in the exact order somewhere in the search term. If we look at the term \u201cSoft Leggings\u201d, a phrase match could be \u201cgirl\u2019s soft leggings\u201d, or \u201csoft leggings for girls. You see how the main keyword, \u201cSoft leggings\u201d doesn\u2019t change?<\/li>\n
  • Broad Match Keyword \u2013\u00a0<\/strong>This match type is the loosest type of keyword match of the search terms. It triggers on any combination of words in and around the keywords. Taking \u201cSoft Leggings\u201d again \u2013 those Keywords would fire on search terms like \u201csoft girls leggings,\u201d \u201cleggings for girls that are soft,\u201d or any other search term that has \u201csoft\u201d and \u201cleggings\u201d somewhere in it.\u00a0\u00a0\u00a0\u00a0<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
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    Take Advantage of the Product Details Page<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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    If you look at your campaign search terms and you come across an ASIN, you might be confused. Because no one is typing an ASIN number in the search bar. What this means is that your sponsored ad is being displayed on a competitor\u2019s listing and stealing sales. BOOM! These product target ads show in the section of the product details page titled \u201cCustomers also bought these products\u201d or \u201cProducts related to this item.\u201d mentioned above.<\/p>\n

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    • Product Target\u00a0<\/strong>\u2013 A Product Target is a specific product (represented as an ASIN in the campaign search term results) on whose product detail page you want your ad to show on. Similar to keywords, you bid to advertise on that ASIN and Amazon will promote your ad on that listing if you win the bid.<\/li>\n
    • Category Target\u00a0<\/strong>\u2013 This target type is broader because it shows your product ad on another detail page based on category instead of direct ASIN. For example, your \u201csoft legging\u201d product might show up on a search for \u201cgirl\u2019s soft twirl dress\u201d in the Clothing category.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
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      Final Thoughts <\/h3>\t\t\t\t<\/div>\n\t\t\t\t
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      In review, your listings need winning keywords that attract the right target customers (we don\u2019t want to attract those types of buyers who won\u2019t convert), drive sales, and make your brand more recognizable on Amazon. There are keyword mining programs such as Jungle Scout and Helium 10 that will help identify the most important keywords. Do your homework about what program works best for your purposes and good luck promoting your brand!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      How it Works Amazon\u2019s goal is to match the best product to the search terms you enter in the search bar. This increases the likelihood that you\u2019ll buy something from their site. Ads are in the same boat as organic results in that Amazon is matching your ad group keywords (created as an Amazon PPC […]<\/p>\n","protected":false},"author":5,"featured_media":12913,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-12912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/posts\/12912","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/comments?post=12912"}],"version-history":[{"count":0,"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/posts\/12912\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/media\/12913"}],"wp:attachment":[{"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/media?parent=12912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/categories?post=12912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/revstep.com\/us\/wp-json\/wp\/v2\/tags?post=12912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}