ADVERTISING BASICS

What is Amazon PPC?

• Sponsored Products – keyword-targeted ads that enable advertisers to promote individual

products
• Sponsored Brands – ads that allow brands to promote a custom headline, brand logo, and up
to 3 products in their ad, with the ability to send shoppers to their Stores page or a custom
landing page on Amazon.
• Product Display Ads – ads that send shoppers to Amazon product detail pages. PDAs are
available for vendors only and use product or interest targeting to deliver relevant ads to
shoppers with certain interests, or to shoppers who are actively viewing specific products.
 H o w d o e s K e y w o r d Ta r g e t i n g f o r A m a z o n P P C a d s w o r k ?
Amaz on PPC ads use s k eywor d targ et ing to matc h a s hoppe r’s s ear c h que r y with the r el evant Spon sor ed Pr oduc ts or Spons ore d B r and ads.

• Within a manual campaign, advertisers can further refine their ad

targeting using the three keyword match types are available:
• Broad match type: search terms that contain all components of your
keyword in any order.
• Phrase match type: search terms that contain all components of your
keyword in the same order.
• Exact match type: search terms that match your keyword word by
word (same word order + same components)
Optimize your Amazon Listing before you start with
Amazon PPC

•  Amazon SEO is a prerequisite for keyword targeting and optimizing the Click-
Through-Rate (‘CTR’) & conversion rate (‘CR’) of your Amazon PPC ads.
• Amazon SEO is a two-step process:
• Keyword Optimization: Including all relevant keywords for which the product
should be found in the product listing text. Having a keyword in your listing
ensures your ad is shown for this particular keyword and can generate
impressions.
• Listing / Content Optimization: Including high quality and relevant pictures,
engaging copy, etc, to improve both your organic and advertising CTR and CR.
Optimizing your Amazon PPC campaign

• 1. Transfer keywords from Automatic to Manual campaign

• You should regularly transfer your top-converting search terms from your
Automatic campaign to your Manual campaign.
• 2. Use Negative Keywords (remove unprofitable search terms)
• You will want to periodically track the search terms running in your
Automatic campaign and Manual campaign that are generating clicks
without conversions, to prevent accumulating unnecessary PPC costs.
Amazon Acronym Deciphering
• AMS
• Amazon Marketing Services is a suite of pay-per-click (PPC)
performance advertising products available to advertisers via self-
service portals. AMS offers three different types of PPC products:
Sponsored Products, Headline Search Ads, and Product Display Ads.
• Advertisers set up and manage campaigns using these ad products
either through the AMS dashboard (for Vendors) or via their Seller
Central account (for marketplace Sellers). Amazon Storefronts are a
recent addition to the suite and offer a way for brands to merchandise
their product assortment on stylized landing pages.
AMAZON’S ADVERTISING FUNNEL
• AAP/DSP
• Amazon Advertising Platform is Amazon’s Demand Side Platform (DSP) and is available as a
managed service from Amazon directly, or self-service through accredited agencies. It enables
advertisers to reach Amazon’s audiences on third party sites and apps through ad formats,
including:
• Desktop and mobile web display ads
• Mobile banner ads
• Mobile interstitial ads
• Video ads
• A DSP media buy is the only way advertisers can specifically target Amazon shoppers off of
Amazon and AAP is also the only way advertisers can buy ad space on Amazon’s own websites.
• DSP campaigns can be effective with building brand and product awareness. But if a company’s
intention is to spend on advertising with a direct impact on sales, AAP may not be the most
effective use of their marketing dollars. It’s more suited to companies who understand the
nature of brand advertising and are already running display ads on other platforms.
• You can choose how to manage your campaigns—either by working with our campaign
management services or managing them yourself.
Types of amazon ads
• Sponsored ads-You Only Pay for Performance: You’re not charged until a customer clicks your ad, and you
always control your campaign budgets.
• Create Stability, Not Guessing: Amazon will suggest keywords to bid on, or you can target products similar
to yours.
• Allow You to See Insights: Monitor ad performance and optimize to drive results by changing keywords or
adjusting bids as needed.
• Display ads-Reach: Reach customers on or off Amazon, on desktop, mobile, or a range of Amazon devices—
whether or not you sell on Amazon.
• Flexibility: Deliver memorable brand moments and inspire customers to take action through a variety of
creative formats and storytelling vehicles.
• Relevant Audiences: Reach your ideal audience using insights based on first-party shopping behaviors.
• Headline Search Ads: Headline search ads display in the search result pages as headline banner ads always
above the result listing. These ads are cost-per-click and lead searchers to any specified page on Amazon.
• Video ads-Brand Awareness: Embed your brand message within high-quality content on Amazon sites like
IMDb, devices like Fire TV, and across the web.
• Relevant Reach: Go beyond traditional TV ads to share your brand message with relevant customers in the
many places they consume content.
• Display Ads to Match: Make connections with customers by pairing video with your display ads to
showcase your brand message or demo your products and services.
How to optimise amazon ads
• Display Beautiful Visuals & Product Photography
• Use Effective Ad Copy
• Use Helpful Keywords
• Create Well-Structured Campaigns by Product Category
• Bid on Popular Brands That Sell Similar Products
• Experiment with All Ad Formats
• Utilise Promotions
• Identify Irrelevant Searches
Amazon ppc campaign strategy.
• 1- Automatic Manual Product Targeting will allow us to extract trendy hidden
keywords. It will be set up with the high performance keywords.
• 2- Campaign Optimization will let us optimize all campaigns and obtain low
ACoS with analysis reports by removing non performing keywords.
• 3- Ongoing Management and Analysis- Perform campaign monitoring and
Optimization based on the daily weekly performances to get the best ACoS for
your product margins.
• 4- Analyse Competitors- Obtain top performing keywords from other sellers to
grab traffic from other sellers and gain towards your product.