How to create Ad campaigns on amazon

Amazon PPC Amazon PPC (Pay per click) is an advertising platform to help sellers increase the visibility of the products on online platform. It is a model in which the advertiser pay the fee to Amazon where the shopper clicks on their ads (pay per click). It works like an auction style system in which the advertiser bids on the keywords and visibility goes to the highest bidder.  

Amazon Tool

Amazon Tool

You will find a tab on main page, known as advertising and a drop down menu in which one need to click on Campaign manager. They will be directed to Amazon Advertising Console Page which will look like this,  

Amazon Tool

To create a new campaign, you can click on the orange button saying as create campaign. Once clicked it will direct you to this page,  

Amazon Tool

There are three types of Ad campaign in Amazon PPC:,

1. Sponsored Products: Sponsored Product ads are pay-per-click advertising campaigns that are the most like the general PPC ads you would run in Google or Bing. This type of ad uses keyword and product targeting to advertise specific, individual products and appear alongside other products on the search results page or in a carousel on a product detail page.

2. Sponsored Brands: Sponsored Brand ads, formerly known as Headline Search ads. These ads are also pay-per-click ads that use keyword targeting, but instead of advertising one product at a time like Sponsored Product ads, Sponsored Brand ads showcase a few different products at a time.

3. Sponsored Display:Sponsored Display ads allow brands to reach customers via auto-generated placements on both detail and other pages across Amazon in addition to placements across Amazon’s third-party display network with targeting on desktop and mobile devices.
Since we are a third party seller we are eligible for Sponsored products and Sponsored Display.

Sponsored Products:

Sponsored product ads promote your products on product details pages and search results. The Sponsored Product Ads use the PPC (pay per click) method, enabling you to advertise your products in the search results and drive Amazon customers right to the specific products you’re promoting on this platform. If customers check out your sponsored product, they’ll be taken to the ad’s product detail page. As per PPC advertising in general, you’re only charged for your ad when someone clicks on it. Once clicked on Sponsored products Ad campaign type, you will be directed to this page as shown below,

Sponsored Products

Campaign name:

You can create your own name, or amazon create the name as per the date and time of creation.

Start day:

This is the date your campaign will start. You can set a future start date to launch your ad campaign at a later date.

End day:

This is the date your campaign will end. To ensure your ads are always active so you don’t miss impressions or clicks, choose “No end date.” You can extend, shorten, or end your campaign at any time while it’s running.

Daily budget:

The amount that you’re willing to spend on this campaign each day.

Daily budget

TThere are two ways to build & manage your campaigns within Sponsored Products:

Automatic Targeting:

Amazon targets ads to all relevant customer searches based on product information. It allows you to skip the process of selecting keywords. However, also removes the higher level of control associated with Manual Targeting.

Manual Targeting:

Sellers manually set keyword options for Sponsored Products ad campaigns. It allows you to explicitly identify the keywords for searches their ads are surfacing for, but if Automatic Targeting is not in place, you could miss out on discovering lucrative keywords their audience is using to find products like theirs.

Search terms vs Keywords:

‘Search terms’ refers to any search query the customer types into Amazon. ‘Keywords’ refer to what you, as the seller, bid on in your ad campaigns.

Search terms vs Keywords

Dynamic bids – down only:

If a click is less likely to convert the bid is reduced by up to 100 %. Only search queries that are very unlikely to convert will lower a bid to 0.

Dynamic bids – up and down:

If a click is likely to convert, Amazon will raise your bid up to 100 % for placements at the top of the 1st page of search results and up to 50 % for all other placements.

Fixed bids:

Dynamic bidding is deactivated and bids remain the same. Amazon always uses your default bid.

Placement: You can now let the system automatically increase your Amazon bid by up to 900% for ‘Top of Search’ and ‘Product Pages’ placement auctions

Amazon adds, removes, and shifts SP placements quite frequently. As for now, Amazon divides the placement into the following categories:

1. Top of Search: Sponsored products ads at the top row on the first page of search results.

 

2. Product Pages: ‘Product pages’ refers to sponsored products placements on the product details page, and other placements outside the search results, like the add to-cart page.

3. Rest of Search: All other placements in the search result that come after ‘Top of Search’

 

Rest of Search

Ad group name:

We can create our own unique ad group, there is no limit of creating an ad group in a campaign. It could be via category, vendors, amount etc. Once we know which product to advertise, we can add it in search box via product name, ASIN or SKU. We can also upload the file consisting of the ASIN if the product is more than

1. If Auto Campaign: If we choose to create an Auto campaign, next step is to select the bid for the product as per Ad group. Please note, as said earlier PPC works like an auction style system in which the advertiser bids on the keywords and visibility goes to the highest bidder. However, the amount deducted will may or may not be similar to what you have bid. For e.g. you have bid $2 on a particular keyword, and another advertiser has bid $1 on same keyword, you will be charged only $1.01 when a shopper clicks on the product advertised against that keyword. Always remember, Amazon seller only pay when their ad gets clicked, not every time it appears in the search.

 

Automatic Campaign

For Automatic Targeting we can either choose to select the default bid which we be similar to every targeting group, or you can choose to change the bid as per targeting group.

Set Default bid:

Default bid applies to all clicks unless you set a different bid for a keyword. Based on the bidding strategy and the placement increase you choose, your bids might change.

Set bids by targeting group:

Targeting groups use multiple strategies to match your ads to shoppers looking for your products. You can choose different bids for groups of search terms and products matched with the product in your ad.

Close match:

We’ll show your ad to shoppers who use search terms closely related to your products. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad when shoppers use search terms like “cotton sheets” and “400-count sheets.”

Loose match: We’ll show your ad to shoppers who use search terms loosely related to your products. If your product is Doppler 400-count Cotton Sheets, we’ll show an ad when shoppers use search terms like “bed sheets,” “bath sheets,” and “bath towels.”

Substitutes: We’ll show your ad to shoppers who use detail pages of products similar to yours. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad on detail pages that include “300-count Cotton sheets” and “queen 400-count Sheets.”

Complements: We’ll show your ad to shoppers who view the detail pages of products that complement your product. If your product is “Doppler 400-count Cotton sheets,” we’ll show an ad on detail pages that include “queen comforter” and “feather pillows.” “

If Manual campaign: If we choose to create a manual campaign, the next step is to select the targeting type.

If Manual campaign

Keyword targeting:

Keyword targeting allows you to choose keywords to show your products in customer searches and detail pages. The bid can be,

  • Suggested Bid, as to what amazon is suggesting.
  • Custom Bid, where you can customize your bid and
  • Default bid, where you can set your default bid with minimum bid or $0.02.

Keyword targeting

Sponsored Product ads use 3 different keyword match types to tie the keywords you bid on to a user’s search query.

Broad Match:

This match type allows for the most traffic and exposure. A customer’s search term must contain your keywords or synonyms for your keywords. These keywords can be anywhere in the searcher’s query, allowing for other words before, after, or in between the key phrase.

  • Keyword example: beard oil
  • Search query match: serum for beards online

Phrase Match:

A customer’s search term must contain your keywords in sequence but allows for other words to appear before or after the phrase.

  • Keyword example: “beard comb”
  • Search query match: new beard comb for sale

Exact Match:

A customer’s search query must exactly match your keyword in order for your ad to be shown. It is the most narrow type of keyword targeting available but also is more likely to be the most relevant to a shopper.

  • Keyword example: [beard oil]
  • Search query match: beard oil

Product targeting:

Product targeting allows you to choose specific products, categories, brands, or other product features that are similar to the product in your ad.

Product targeting

Unlike Keyword targeting, in product targeting be only have a default bid option and we can target the ASIN of a similar kind of product as our target to advertise our products.

Negative Keywords:

Last step to create a campaign is to add Negative Keywords only if it is applicable. These are words you not want to bid or appear anywhere in the search queries that serve your ads.

Negative Keywords

Once all the data is been updated we can click on Launch campaign and the campaign is been successfully created.

In today’s competitive time, ads are extremely important to ensure maximum sales. MarketMaker is a one stop solution to monitor your ad analytics and automate it for maximum returns.

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