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Amazon Sponsored Products
Jeff Cohen & Brandon Checketts
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Professional Seller Conference
Join Us, May 2 & 3Atlanta, GA
www.SellerLabs.com/Resonate
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Poll Question:Are You Currently Running
Sponsored Product Ads
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Background
● Sponsored Products Terminology● Match Types● Campaign Organization
www.SellerLabs.com/PPC
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Why Use Sponsored Product Ads?
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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!
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Prominent Placement on Desktop Search
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At the bottom of search results page
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On Competitor's Product Detail Pages
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On the Amazon Mobile Website
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On the Amazon Mobile App
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Campaign Organization
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CampaignOrganization Campaign
- Daily Budget- Auto or Manual
Targeting
Ad Groups- Default Bid
Keyword/ Match Type- Optional Bid
Product Ads- ASIN/SKU
CampaignNegative
Keywords
NegativeKeywords
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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
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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
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● 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
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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
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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
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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
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Keyword vs Search Terms
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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
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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
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Explain Targeting Types
Automatic
Phrase
Exact
Broad
Manual
Auto
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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
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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
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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
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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
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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
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Art & Science
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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
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Science
● Your campaign will collect data● Analyze the data and make changes● If you don’t have enough data, collect more.
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Total Automation
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Data Analysis
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Sponsored Products Best PracticesBuilt Into a Tool
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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
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CampaignCreation & Organization
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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)
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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.
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Your First Campaign
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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
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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
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Setting Up Your First Campaign
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Set Campaign Types and Daily Budget
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Ignite Auto Creates Ad Groups (Broad,Phrase,Exact)
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Auto Suggest Keywords Based on Scope
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Ignite Creates Everything in Seller Central
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Getting Search Term Data - Manual
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Getting Search Term Data - Manual
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Getting Search Term Data - Manual
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No More DownloadsNo More Pivot Tables
Take Action Inside Your Data
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Easy Access to Search Terms
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On-Page Actions
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Suggestions
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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
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Three Options with Each Suggestion
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Move Keywords down the funnel
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Negative Keyword Suggestions
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Increase Your Bid
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Decrease Your Bid
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Archive Keyword
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● More suggestions are being added● Allow time for data to collect● Use the confidence/importance slider to see additional suggestions
Suggestions
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Case Study
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Case StudyOld Way New Way
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Case Study
Old Way - Nov 15 - Feb 3
New Way - Feb 3 - Feb 20
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Three Keys to Success
● Campaign Organization● Keyword Selection● Continuous Optimization
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Bring On The Questions
30 Day Free Trial Ignite.SellerLabs.com