This is a basic introduction to Amazon Sponsored Ads. We will cover techniques and strategies later in the series.
Using Amazon Seller Central’s Campaign Manager, advertising campaigns can be created targeting specific products and using specific customer search terms (keywords). These campaigns can help to get your products displayed more prominently in Amazon’s search results, potentially helping to boost sales of those items. You are effectively paying for the privilege to appear in more places and often higher positions than you would without using their advertising tool. Used in conjunction with professionally designed product listings, quality products and favourable reviews, PPC can be extremely effective in generating sales and has a powerful impact on your page rank.
Good research into the search terms that you would like to target is essential to getting the most out of these campaigns, although there is also the option to have the search terms targeted automatically by Amazon based on their own algorithms.
Creating a Campaign
To create a new campaign that helps to promote one or more of your products you need to open the Campaign Manager. This can be found on Seller Central from the Advertising menu.
Once in the Campaign Manager, click the Create Campaign button and choose Sponsored Products.
First, you will want to give your campaign a name – something short but something which will let you know at a glance what your campaign is related to.
You can choose a start and end date or use the default settings which will start the campaign immediately and leave it to run indefinitely (it can be stopped manually at any time).
Next, you will need to enter your Daily Budget for this campaign. Your Daily Budget is the amount that you are willing to spend on a campaign averaged over a month. This, as with most aspects of the campaign, can be altered once the campaign is running, if necessary.
Finally, you can choose between Automatic Targeting, where Amazon will control the search terms that are targeted, or Manual Targeting, where you have control over which terms the ad will use (Amazon will still recommend words but you can choose whether or not to use them).
In the next section you need to enter an Ad Group Name and then select the product(s) that you would like to target. You can search for your product by title, ASIN or SKU.
You can add more Ad Groups to this campaign later or you can alternatively use just one Ad Group in each campaign. Each Ad Group allows you to target different products.
The next section is Bidding. Here you can specify whether you want the bids to be fixed or allow them to be adjusted dynamically by Amazon. You also need to enter the Default Bid amount. Amazon will often give a recommendation based on the product(s) you have selected in the previous section but you can enter any amount that you want.
If you have chosen Manual Targeting for this campaign, you can now enter the words and phrases that you wish to use. In the ‘Suggested’ section, Amazon will give their own recommendations based on the product(s) that you have chosen. If you want to use any of these, simply click the Add button to the right (or ‘Add All’ at the top if you wish to use all of them).
You can enter any words that you want in the next tab (‘Enter Keywords’) or by uploading a file from the third tab. When entering words, first choose the match type that you would like to use. Amazon describes the match types as follows:
Broad: Contains all the keywords in any order and includes plurals, variations and related keywords.
Phrase: Contains the exact phrase or sequence of keywords.
Exact: Exactly matches the keyword or sequence of keywords
Once you have added your keywords, either recommended by Amazon or entered manually, they will be added to the list below. The bid for each keyword will be set to the Default Bid that you entered earlier. You can adjust the bid amount for each keyword and again Amazon will often give recommended terms.
In addition to the above there is the option to enter Negative Keywords. Negative keywords are terms that you specifically don’t want to advertise for. They can be particularly useful in conjunction with Automatic Targeting campaigns to exclude words that Amazon might automatically target which you would rather avoid. This feature is available for both Manual and Automatic Targeting campaign types.
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