Sellers can create Amazon campaigns to launch new products or feature products that are seasonal in demand.
Two ways can you build and manage your campaigns in Sponsored Products.
- Amazon Targets All Relevant Customer Searches Based on Product Information Automatically
- Amazon Manual Targeting: Sellers can manually choose keywords for sponsored products ad campaigns.
Both methods have their pros and cons.
Automatic Targeting eliminates the need to select keywords. Automatic Targeting, however, removes the greater control that Manual Targeting offers.
Manual Targeting allows you to identify keywords that are relevant to the searches your ads appear for. However, if Automatic Targeting has not been implemented, you may miss out on potentially lucrative keywords your audience uses to search for products similar to theirs.
1. Start Amazon Automatic Campaigns
Sellers often have products in their minds that they want to sell or believe will sell well. These products are products they will advertise and bid higher for, as well as multiple ad groups, regardless of performance.
This is called "product selection bias", and it's the biggest inefficiency Amazon sellers can have when running ads.
A product catalog that is entirely made up of losers and winners will not be a seller. Running Automatic Campaigns and collecting data are crucial first steps in your Sponsored Products advertising strategy.
In Seller Central, click on Advertising Campaign Manager Create Campaigns to create automated campaigns.
2. Take Keywords from Amazon Search Term Reports
The Amazon Search Terms Report is used to provide data such as clicks, impressions, and sales. each search term received.
Advertisers will find it extremely useful to know the exact SKU of each product associated with a search term.
Amazon has updated the report to no longer identify which product is associated with the search term.
You can see that "mascara", although it converts well, is not identified by Amazon. This leaves many advertisers in the dark.
The Search Term Report's changes made it harder for sellers to determine the relationship between keywords, products, and other terms.
3. Quality of Keywords
You should look at the raw data when you analyze your Search Term report in Sponsored Products. There will be several metrics per SKU if your report was segmented as described above. But the most important data will be in:
- Order Numbers: The number of orders converted per keyword/search term and per SKU.
- Product Sales: Total product sales per keyword/search phrase per SKU.
- Clicks: The number of clicks per keyword/search phrase per SKU.
4. Sponsored Products Manual Campaign
Once you have identified the top keywords, it is time to create your Manual Campaigns. Add the SKU(s), to bid on each keyword.
You can always track your keyword back to the data, even if it fails. Remember that there are always changes in the market, such as seasonality and strange trends.
5. Keyword Match Types
You must indicate an Amazon match type when creating a keyword in Campaign Manager. There are three types of keywords you can choose from phrase match, broad match, or an exact match.
Amazon Broad Match Keywords
This match type gives ads broad traffic exposure. If the customer search term contains all keywords terms or synonyms, it will match. Keywords and synonyms can be used in any order.
Amazon Phrase Match Keywords
Customer search terms must include the exact phrase or sequence words. This match type is more restrictive than a broad search and will result in more relevant placements of your ad.
Amazon Exact Match Keywords
To allow the ad display, the customer's search phrase must match exactly the keyword. It will also show close variants of the exact term. Although the most restrictive type of match, exact matches can be more relevant to customers' searches.