MAG Advertising has been set up for Kid’s Desk Organizer!

Below is the format of our

advertising strategy, let us know if you have any questions.

Ad Segmentation:
We have the following campaigns as follows. Each with its own strategy and segmentation.
1. Manual Campaign - Keywords
a. High Volume (Broad, Phrase, & Exact Match Types)
i. Highly segmented ad groups will have the most benefit, most spend, most
sales.
ii. Keywords are all manually chosen.
1. Keyword Research will be performed to find 5-10 high volume
keywords.
2. Research has shown that too many keywords in an ad group will
kill the impressions generation spread between the words.
3. Keyword bids are lower in this campaign due to high competition.
This will keep costs low while still converting.
iii. We use a bid modifier to bid higher for the top of the search.
b. Lower Volume (Phrase & Exact Match Types)
i. Highly segmented ad groups will have the most benefit, most spend, most
sales.
ii. Keywords are all manually chosen.
1. Keyword Research will be performed to find 10-20 keywords with
lower to medium volume. These are sometimes called Long-tail
keywords.
2.
3. Research has shown that too many keywords in an ad group will
kill the impressions generation spread between the words.
4. Keyword bids are higher in this campaign as there is a higher
chance for conversion.
iii. We use a bid modifier to bid higher for the top of the search.
c. High Relevancy (Phrase & Exact Match Types)
i. Highly segmented ad groups will have the most benefit, most spend, most
sales.
ii. Keywords are all manually chosen.
1. Keyword Research will be performed to find 5-10 highly relevant
keywords, high converting keywords.
2. Research has shown that too many keywords in an ad group will
kill the impressions generation spread between the words.
3. Keyword bids in this campaign can be high due to the fact that the
competition will be low, yet conversion will be high because of the
relevancy.
iii. We use a bid modifier to bid higher for the top of the search.
 2. Competitor ASIN targeting
a. Selective ASINs we want our product to show up on their detail pages.
b. We generally find search terms do poorly when showing up on detail pages,
however, we find it beneficial to target specific ASINs.
3. Defensive ASIN Targeting Campaign
a. Target ASIN from your own catalog.
b. Places your ads on the detail page of your own products
c. Keeps competitors off of your page while advertising more of your catalog to
increase conversion and get some splash sales

Bidding Strategies:
Each Amazon advertising setup uses a unique bidding strategy. In the case of your brand, we
chose to apply a mid-tier bidding strategy. Effectively attempting to win the 2nd slot, without
paying the premium of being in the 1st slot for ads. This was chosen to test against current
campaigns that have high average bids set at 300% of the bids we set. Our theory is that we will
have our ads display 3x as more for the budget, and get 3x the amount of clicks, with a similar
conversion rate, effectively reducing ACoS.