the easy way to run profitable sponsored products campaigns

Amazon Sponsored Products

Jeff Cohen & Brandon Checketts

Professional Seller Conference

Join Us, May 2 & 3Atlanta, GA

www.SellerLabs.com/Resonate

Poll Question:Are You Currently Running

Sponsored Product Ads

Background

● Sponsored Products Terminology● Match Types● Campaign Organization

www.SellerLabs.com/PPC

Why Use Sponsored Product Ads?

Sponsored Products Ads Helps You

● Generate sales for new products

○ Helps to obtain initial reviews

● Boost sales and BSR○ “Halo Effect” increases search position, more organic sales

● Acquire customers, who will make repeat purchases

● SELL MORE STUFF!

Prominent Placement on Desktop Search

At the bottom of search results page

On Competitor's Product Detail Pages

On the Amazon Mobile Website

On the Amazon Mobile App

Campaign Organization

CampaignOrganization Campaign

- Daily Budget- Auto or Manual

Targeting

Ad Groups- Default Bid

Keyword/ Match Type- Optional Bid

Product Ads- ASIN/SKU

CampaignNegative

Keywords

NegativeKeywords

Campaign Level● Highest Level grouping inside

Sponsored Products● Campaigns should be thought of as a

“container” or way to group products and keywords into logical groups

● Targeting Type is specified per-campaign

● Daily budget is specified per-campaign

Campaign- Daily Budget- Auto or Manual

Targeting

Ad Group Level● Ad Groups are another “container”

or way to group things● Each campaign has one or more

Ad Groups● The only other thing specified per-

Ad Group is the default bid

● Ad Groups contain Keywords and Product Ads

Campaign- Daily Budget- Auto or Manual

Targeting

Ad Groups- Default Bid

● Each Ad corresponds to a product● Ad is really only the Image + Title● Other advertising platforms (ie:

Google Adwords) have more options, but Amazon keeps it really simple.

Product Ad Campaign- Daily Budget- Auto or Manual

Targeting

Ad Groups- Default Bid

Product Ads- ASIN/SKU

Keywords● Words you tell Amazon are related to

your product● When we use the term “Keyword”, it

always has to have a “Match Type” next to it.

● If you don’t see a Match Type right next to it, you are talking about a User Search Term

Campaign- Daily Budget- Auto or Manual

Targeting

Ad Group- Default Bid

Keyword/ Match Type- Optional Bid

Product Ads- ASIN/SKU

Negative Keyword[BROAD] apple slicer

[NEGATIVE EXACT] purple apple slicer

This means that we’ll bid on all variations of “apple slicer”, except “purple apple slicer”

Managed at ad group or campaign level

Campaign- Daily Budget- Auto or Manual

Targeting

Ad Groups- Default Bid

Keyword/ Match Type- Optional Bid

Product Ads- ASIN/SKU

CampaignNegative

Keywords

NegativeKeywords

Sponsored Products Structure

Campaign- Daily Budget- Auto or Manual

Targeting

Ad Groups- Default Bid

Keyword/ Match Type- Optional Bid

Product Ads- ASIN/SKU

CampaignNegative

Keywords

NegativeKeywords

Keyword vs Search Terms

Keywords● Words you tell Amazon are related to

your product● When we use the term “Keyword”, it

always has to have a “Match Type” next to it.

● If you don’t see a Match Type right next to it, you are talking about a User Search Term

Campaign- Daily Budget- Auto or Manual

Targeting

Ad Groups- Default Bid

Keyword/ Match Type- Optional Bid

Product Ads- ASIN/SKU

User Search Terms● Actual search terms● These are the terms that a “buyer”

is actually using● Multiple search terms will be related

to a single keyword

Explain Targeting Types

Automatic

Phrase

Exact

Broad

Manual

Auto

Auto Target Matchpampered chef

b0199sxmte

vitamin blade

potato peeler

potato cutter

apple corer

mandoline slicer

apple peeler

fruit peeler

pampered chef chopper

● Amazon’s Algorithm picks keywords based on your listing content, competitor products, maybe Image Recognition

● Only available to Auto-Targeted Campaigns

● Easy, but often inaccurate and expensive

Examples from our Auto Targeted Campaign

fruit cutter

peeler with grip

pie carrier

potato chopper

b01mqdal0a

gourmet chef

b00ezqqo8m

getting rid of love handles

Broad Targeting● Must include specified

keywords, but in any order

● May include other words before, after, in between

● Often you’ll find poor performing phrases that can be used as negatives, or bid lower

Examples for: [BROAD] apple slicer

apple slicer

green apple slicer

apple slicer good quality

red slicer for apple

slicer for red apples

slice case for apple iphone 6s

Phrase Targeting● Specified words must be

together● Still includes slight misspellings,

plurals of specified words● Other words before/after● These are very useful and may

be as specific as you need

Examples for: [PHRASE] “apple slicer”

apple slicer

apple slicers

12 piece apple slicer

oxo apple slicer

chefn apple slicer

manual apple slicer and core removal

thin apple slicer

adjustable apple slicers

10 blade apple slicer

apple slicer press

Exact Targeting

● “Very Close Match” might be better

● Includes Plurals, misspellings, prepositions

Examples for [EXACT] apple slicer

apple slicer

apple slicers

apples slicer

an apple slicer

appple slicer

KEYWORDS in red

SEARCH TERMS in Orange

EXACT includes only misspellings, plurals, very minor variations

PHRASE must include the keyword next to each other

BROAD includes all of the individual words, but in different orders, and includes other words.

[BROAD] apple slicer

[PHRASE] apple slicer

[EXACT] apple slicer

slicer for applesapple corer slicerslice case for apple iphone 6sred apple corer slicer

red apple slicersapple slicer metalgreen apple slicers8 piece apple slicer

apple slicerapple slicersappple slicerapples slicer

Art & Science

Art

● No “right” way to run campaigns● Hard to define a “step by step” process that

works for all use cases● Need to set your own rules/goals and follow

them

Science

● Your campaign will collect data● Analyze the data and make changes● If you don’t have enough data, collect more.

Total Automation

Data Analysis

Sponsored Products Best PracticesBuilt Into a Tool

Ignite Ad Management Platform

● Easily Setup and Manage Campaigns● Deeper Data - No More Spreadsheets● Directly Integrates into Amazon’s System● Provides Suggestions and Recommendations● Organizes Campaign Management

CampaignCreation & Organization

Our Recommendation For Getting Started

● Single Product (including variations)● Auto Targeted Campaign (low bid)● Manual Campaign

○ Broad○ Phrase○ Exact

● (There are lots of ways to build on this)

Starting Out - Things to Think About

● Avoid overlapping keywords○ Apple Slicer - Don’t need Red Apple Slicer until data

tells you to● Kick Start Manual Campaign with keyword

suggestions from Scope○ Auto campaign will continue to learn new things

● Start keywords in Broad and move down the funnel when data tells you.

Your First Campaign

Before Ignite

● Auto Targeting - Connect to ASIN○ Let run for 7-10 Days○ Manually pull search term report, look for winners○ Create broad match keywords

● Takes 7-30 days● Costs hundreds of dollars for 8-15 good keywords

First Campaign● Auto targeted campaign with limited budget and low bid (optional)● Manual targeted campaign with broad match keywords from your listing and

your competitors○ Daily budget $25○ Default bid $1.00

● Select a single Parent ASIN to get started● Avoid keywords that overlap

○ Apple Slicer○ NOT Red Apple Slicer○ NOT Apple

Setting Up Your First Campaign

Set Campaign Types and Daily Budget

Ignite Auto Creates Ad Groups (Broad,Phrase,Exact)

Auto Suggest Keywords Based on Scope

Ignite Creates Everything in Seller Central

Getting Search Term Data - Manual

Getting Search Term Data - Manual

Getting Search Term Data - Manual

No More DownloadsNo More Pivot Tables

Take Action Inside Your Data

Easy Access to Search Terms

On-Page Actions

Suggestions

How It Works● Ignite makes suggestions based on ACoS Target● Integrates search term report into the application● Move keywords into Exact, Phrase and Broad Campaign● Add negative keywords to the ad group or campaign● Suggestions & recommendations are made for you to take action

Three Options with Each Suggestion

Move Keywords down the funnel

Negative Keyword Suggestions

Increase Your Bid

Decrease Your Bid

Archive Keyword

● More suggestions are being added● Allow time for data to collect● Use the confidence/importance slider to see additional suggestions

Suggestions

Case Study

Case StudyOld Way New Way

Case Study

Old Way - Nov 15 - Feb 3

New Way - Feb 3 - Feb 20

Three Keys to Success

● Campaign Organization● Keyword Selection● Continuous Optimization

Bring On The Questions

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