(12.3) Summary and Key Notes on Sponsored Ads – Amazon Advertising Formats

Summary and Key Notes on Sponsored Ads – Amazon Advertising Formats

Eazyppc welcomes you to the article ‘Summary and Key Notes on Sponsored Ads’ – you should read and fully understand the previous lessons, as Eazyppc uses terms and concepts that were explained in earlier posts.

Prerequisites – articles you should be familiar with before reading this one:

• (5.1) Prerequisites for Ranking

In this article, Eazyppc will summarize the key notes for running effective ads with each Amazon advertising format. For the basic details of each ad type, please refer to other knowledge resources (e.g., Helium10’s Ads Blog) as they are already very comprehensive — Eazyppc will not repeat them here.

1/ Sponsored Products – the primary ad type, typically accounting for 70% of the ad budget.

a/ Single SKU

• Run ads following a Portfolio

b/ Multiple SKUs – multiple variations

• Run an Auto campaign for all variations – use a low Bid to identify the best-selling SKU -> then run ads for that SKU following the Portfolio structure.
  • Eazyppc’s tool for quickly launching Auto campaigns for a large number of SKUs.

c/ Characteristics of Auto Campaigns:

• Automatic display: Amazon will automatically decide where to show ads based on product content, including:

  • Product title
  • Bullet points
  • Backend keywords
  • Product description
  • Keywords appearing in images
  • A+ Content
• Traffic sources:
  • Search terms used by shoppers.
  • Competitor ASINs with similar content.
• Distribution characteristics:
  • Display reach is very broad, bringing in high traffic.
  • However, accuracy is low: ads may appear on many loosely related Search Terms, which can easily burn through a large ad budget without delivering results.
  • Monitor keywords (search terms) that generate orders: While running Auto, continuously review the actual search terms that drive conversions.
    • Continue running them in other campaigns within the portfolio to gradually scale.
    • Identify the best-performing SKU

d/ Characteristics of Manual Campaigns:

• Product Targeting:
  • Target competitor ASINs to capture their Traffic:
    • ASINs on page 1 for main keywords
    • Top-selling ASINs within the Category
  • Distribution characteristics:
    • Conversion rate is not as strong as Keyword Targeting – because shoppers searching a keyword that doesn’t exactly match your product may still click on a Product Targeting ad.
  • Tool for quickly launching Product Targeting campaigns (Target ASIN) with a large number of competitor ASINs and SKUs.
• Keyword Targeting:
  • Broad: Wide reach, high traffic, low precision. To increase accuracy, Sellers use the ‘+’ modifier on each keyword running Broad.
    • Example: ‘collagen powder’ converts on Exact -> run Phrase with keyword ‘collagen powder’ and Broad+ with ‘collagen+powder’
  • Tool for launching Keyword Targeting campaigns with a large number of keywords and SKUs.