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PPC Fundamentals

The document discusses different types of Amazon sponsored ads including sponsored products, sponsored brands, and sponsored display. It covers topics like auto vs manual campaigns, keyword vs product targeting, and broad, phrase, and exact matching. Tips are provided for launching a first campaign.

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Akbar Hussain
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61 views4 pages

PPC Fundamentals

The document discusses different types of Amazon sponsored ads including sponsored products, sponsored brands, and sponsored display. It covers topics like auto vs manual campaigns, keyword vs product targeting, and broad, phrase, and exact matching. Tips are provided for launching a first campaign.

Uploaded by

Akbar Hussain
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Sponsored Ads in Search

● There is no minimum spend! Which means you can take a few dollars and run a
campaign! This makes testing and scaling much easier.
● Amazon Sponsored ads allow you to place an ad directly where your customers
are shopping!
● Running Amazon Sponsored Ads is a great way to improve your organic rank.

Sponsored Products

● The ad type most resembles an organic listing and typically shows up throughout
the search results and on the product detail page in the “sponsored products
related to” section.
● This ad type has the most available ad inventory (for now) and will typically make
up around 70% of your total ad sales.
● This ad type has the ability to be ran in an auto campaign or a manual campaign.
● You can target both keywords and categories / products with this ad type.

Sponsored Brands (Requires Brand Registry)

● The ad type typically shows up at the very top of search, or at the very bottom of
the search results. This ad type can also show up on the product detail page in
the “Brands related to” section.
● This Sponsored Ad type typically has copy, and is driving to a landing page with
multiple ASINs or a store page. (Typically need a minimum of 3 ASINs or a store
page).
● This ad type that tends to make up around 20% of total ad sales due to limited
inventory.
● This ad type that puts more reliance on creative, and branded exposure.
● **You can run self serve video ads to a single ASIN landing page here!!!
● This ad type can run keyword or category / product targeting, but does NOT have
auto targeting.
● This ad type also has more creative control with Custom Image Beta, which
allows you to add a lifestyle image to your ad
Sponsored Display (Requires Brand Registry)
● The ad type typically shows up within the product detail page directly under the
buy box, or as an off-platform ad.
● This ad type has some of the most complex targeting options of all of the
campaign types.
● You have the ability to target by Individual Products, Categories, Searches,
Views, and Purchases.
● This ad type typically makes up around 10% of total advertising sales

Auto VS Manual
Auto campaigns are an available option under Sponsored Products Ads.

Automatic Campaign –
○ You are allowing Amazon to choose where to showcase your ad. You can
make optimizations through bid management, negative keyword targeting,
negative product targeting, and targeting group adjustments
○ These campaigns can target the search results through close match or
loose match and they can target the product detail page through substitute
match and compliment match.
○ Our team highly recommends using auto campaigns for evergreen data
collection
○
Manual Campaign –
○ You are choosing where to showcase your ad. You can make
optimizations through bid management, keyword optimizations, negative
keyword targeting, and placement adjustments.
○ These campaigns can target the search results through keyword targeting
and they can target the product detail page through Category /Individual
Product Targeting.
○ You have much more control over manual campaigns because you are
choosing the EXACT keyword that your ad is showing up and optimizing
for that keyword for VS an auto campaign, where you are giving Amazon
all of the control.
Keyword Targeting VS Product Targeting
● Keyword Targeting – You choose the exact keywords that you want your ad to
show up for.
○ For a simplified example – you bid on the word “Dog Treat” and an ad
shows up somewhere within the search results after a consumer types in
the word “Dog Treat” on Amazon
● Product Targeting – You choose the exact product that you want your ad to show
up under within the product detail page.
○ For a simplified example – you bid on the product “B07B7LVY2Y” and an
ad shows up somewhere within the product detail page under the listing
for B07B7LVY2Y. When a consumer views the ASIN B07B7LVY2Y, they
also see your ad below the listing they are viewing.

Broad, Phrase, and Exact


Quick Tips For Launching Your First
Campaign
● We recommend starting with Sponsored Products. This ad type is the easiest to
dip your toes into.
● We recommend starting with low bids and budgets and working your way up as
your gain clicks.
● Start your testing with a small batch of keywords in the exact match type. (Less
than 10 keywords.)
● Let your campaign run for at least 48 hours before making any crazy
adjustments. (Due to Amazon Attribution delays)
● Don’t get stressed out when your keywords get 8 clicks but no orders! You are in
a competitive landscape and this can be completely normal. We recommend not
making any changes until you have at least 8 clicks!

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