Amazon Sponsored Ads Pay-Per-Click PPC Management. Help Customers find your Listings with Sponsored Products, Brands and Display Ads – AUDIT ONLY

What is Amazon Sponsored Ads PPC Management?

Amazon Pay Per Click is an advertising solution that enables you to reach new and existing customers on Amazon.

Advertising space can be bought in various spaces on the Amazon platform. From the home screen and search results  to the item listing page.

1) Sponsored Products

Amazon Sponsored Products Ads help customers find your products by displaying ads that appear in related shopping search results and product detail pages.

These ads will appear on both mobile and desktop browsers as well as the Amazon smartphone app.

2) Sponsored Brands

Amazon Sponsored Brand campaigns elevate brand awareness in the Amazon Marketplace. Sponsored Brands  help customers to discover your brand and products with creative ads that appear in relevant Amazon shopping results.

These campaigns can have custom headlines, videos and images.

3) Sponsored Display

Amazon Sponsored Display Ads help Amazon customers engage with your brand and products. The campaigns allow Amazon sellers to reach vast relevant audiences throughout their shopping journeys.

These programmatic display ads use a lot of technologies involved with DSP.

Amazon Item Listing SEO

It is worth noting that Amazon Item Listing SEO can greatly improve your sales – both Organic and PPC.

It is essential to build up your item’s Keyword Rank for  relevant search terms and customer intent triggers.

Making sure that the item wins the buy box for most of the time is also essential.

The Amazon Ads Bid Auction

Once a customer has searched for or browsed an item, this behaviour is forwarded to the Sponsored Ads Algorithm.

If  Amazon determines that your advert is relevant and does match the customer’s intent, your bid is submitted to the auction.

There are many factors that influence the outcome of the auction such as campaign authority and click history.

As well as Keyword Relevance, item/seller sales history, product ranking and of course bid amount.

A Suitable Campaign Structure

As part of our Amazon Sponsored Ads PPC Management, we create a detailed campaign structure to highlight strengths and weaknesses in an account.

Here are a few examples of the campaign types we use :

• Catch All Auto Campaign
• Granular Auto/Manual Campaigns for the top items
• Manual and Auto Campaigns to boost item Ranking
• Sponsored Display, Product Attribute Targeting (PAT)
• Campaigns
• Competitor targeting
• Defensive Campaigns

Your campaign structure should offer as full a representation of your inventory as possible. Allowing the algorithm to work it’s magic can often yield pleasant surprises from unexpected sources.

Keyword Harvesting

When the campaigns have run for a few weeks, you will be able to gain valuable insights into your accounts performance. There are a lot of different Advertising reports that can be run.

However, in our opinion, the most useful reports are the “Search Term Report” and the “Bulk operations” spreadsheet. Between these two data-sets you can see how your campaigns behaved and which Keywords and Search Terms provided you with the best and worst results.

The search term report details Campaign name, Ad Group, KW Target, Match Type and the all important Customer Search Term. With this information you can work out which Keyword Target was triggered by which Customer Search Term.

Amazon no longer tells you which ASIN was purchased after being triggered by which Customer Search Term. So the Granular Campaigns (one ASIN in one campaign) become essential.

You can use these Customer Search Terms as new Keyword Targets in the corresponding Granular Manual Campaign. When done regularly, you should find that these  Campaigns gain a powerful ranking.

Harvesting product specific Keywords is great for your sales. Research has shown that Amazon Customers using these types of Search Terms are, on average, much further down the “Sales Funnel“.

They are way past identifying a need and choosing a brands/variation. They have a much higher purchase intent than average.

Negative Keyword Targeting

To ensure that your campaigns run as efficiently as possible, it is advisable to use Negative Keyword Targeting. If you find that a particular Customer Search Term regularly chews up your daily budget without a sale – here’s your answer!

Sometimes it can be a bit of a dilemma because, logically speaking, the Term should convert. But think of it a different way – how many more sales could you get if the budget wasn’t being drained by that Term?

This method can greatly improve your ACOS.

One word of advice though – be very careful with Negative Match Type “PHRASE“!