Amazon PPC Series: Sponsored Products Basics Explained

Amazon PPC Series: Sponsored Products Basics Explained

To run successful Amazon Sponsored Products ('PPC') campaigns, sellers need to put resources into the time to figure out how to accurately structure and keep up their advertising campaigns from the beginning. This gets basic as your business on Amazon scales, and you rapidly wind up managing a quickly growing arrangement of ad campaigns.

1. Customer Search Terms & Keywords Item ads are shown on Amazon when a customer types a search query into Amazon's search engine. Your promotion can possibly show up on Amazon if the customer's search query matches one of the keywords running in your campaign. ● ●

"Search term" alludes to any search query the customer types into Amazon.

"Keywords" allude to what you, as the seller, bid on in your ad campaigns.

Keywords permit sellers to choose for which customer search terms they need their ads to show up on Amazon. Assuming the dealer's keyword matches the customer's search term, the promotion will be displayed on Amazon.

Nonetheless, comprehend that search terms and keywords are NOT interchangeable terms, and have somewhat various applications for sellers, especially with regards to PPC campaign optimization.

This is the place where you would utilize the accessible Amazon Keyword Match Types to improve your ad targeting, and guarantee your ad is displayed for the most relevant customer search terms on Amazon.

2. Keyword Match Types Keyword Match Types decide the level of match between the keyword and customer scan term all together for an ad to show up on Amazon. As such, you can utilize keyword match types to project a little or wide net for your Amazon ad, and conceivably decide to show your ad to customers who were not really searching for your exact product.

You likewise have more prominent command over the quantity of search terms Amazon matches to every watchword, which can be valuable to help keep your CPC costs down. ● ● ●

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)

Note: If a keyword consists of just one word, the Broad and Phrase match types will display the same search term, since word request is irrelevant.

Keyword Match Types: Pros and Cons It's important to understand that there is no "optimal" match type for your PPC campaign. Every keyword match type has its own pros and cons. Try to use the advantages offered by the individual match types, and figure out how to combine them to improve the precision of your ad targeting.

So, utilizing the Broad match type will give you the amplest coverage of search terms for your keyword, with minor campaign monitoring needed on your part. Nonetheless, the drawback is that you penance ad targeting precision, which means your ad will likewise be shown for customer search terms that are possibly irrelevant to your product; consequently costing you clicks without conversion.

With a Broad Ad Group, the primary advantage is that fewer keywords are expected to cover a wide arrangement of search terms. In any case, the search terms running in your Broad Ad

Group will be less exact than the ones running in your Exact Ad Group, essentially on the grounds that you are depending on Amazon to determine search term relevance for you.

Conversely, when you run an Exact Ad Group, you determine the relevant search terms you need your ad to appear for. For example your ad would not appear for the search term "plastic wallet", as you just would not be bidding on this keyword in any case. With an Exact Ad Group, you additionally can adjust individual keyword bids, which gives you more prominent power over your CPC costs.

3. Negative Keywords (exclude unwanted search terms from your campaign) Negative keywords are a different category of keyword match types that are utilized to assist sellers with barring undesirable customer search terms from their ad campaigns. ● ●

Negative Exact: Search term matches the negative keyword word by word.

Negative Phrase: Search term contains every one of the components of the negative keyword in a similar order.

Note: If the negative keyword comprises just a single word, when you add it to Negative Exact, you just square this specific word, and will keep on positioning for other search terms that incorporate this word. On the off chance that you add the word to Negative Phrase, you will exclude all conceivable search terms that incorporate this word.

You can just utilize negative keywords for Ad Groups and Campaigns. The avoidance of undesirable search terms will apply to your ads in the respective Ad Group or Campaign you have selected.

4. PPC Campaign types: Automatic v.s. Manual At the point when you make another PPC campaign for your product, you can decide to set up an Automatic campaign, Manual campaign, or leverage both campaign types. ● Keywords ● Keyword match types ● Negative Keywords ● Set individual keyword bids The essential distinction between the two campaign types Automatic vs Manual Campaigns is that Manual campaigns give you more accurate outcomes. In a Manual campaign you can limit the search terms you wish for your promotion to be displayed, and the ability to set individual keyword bids, giving you more noteworthy authority over your keyword CPC. Basically the ability to optimize keywords in a Manual campaign takes into account more precise advertisement targeting, which means you will generate more sales. Be that as it may, this

additionally implies more effort is required on your part to consistently screen and optimize the keywords in your Manual campaign.

Alternatively, when you run an Automatic campaign, you permit Amazon to match your promotion to the client search terms they consider relevant to your item. You can likewise utilize Automatic campaigns for keyword research; consistently look over through your Search Term Report for new client search terms you might need to add to your Manual campaign.