Seller Central comes with two big campaign types: Sponsored Products and Sponsored Brands, the latter formerly known as Headline Search Ads.
Sponsored Product ADS
Sponsored product ads gives us the opportunity to promote products to shoppers actively searching with related keywords or viewing similar products on Amazon.
Sponsored product ads can be split in two main targeting options:
- Automatic targeting;
- Manual targeting;
With automatic targeting , Amazon matches our ad with keywords and products that are similar to the advertised product. Amazon's algorithm chooses keywords and product matches for our campaigns based on shopper searches related to your product information.
Automatic targeting allows us to easily and quickly create a campaign. After the campaign has been running, we can view the campaign’s performance in campaign manager and by downloading the search term report to monitor impressions and clicks to our ad and modify the targeting to meet your business goals.
Besides the negative keywords tab that can be used to properly optimize the campaigns, Amazon recently introduced the Placements tab at the campaign level in which we can see the placementes where our ads have been triggered and consequently optimize the bids according to them.
The placements are:
- Top of search (first page)
- Product pages
- Rest of search
The optimization for the placements tabs can only take place by entering a percentage increase to our default bid, this option being available only for the Top of search and Product pages.
Also at the campaign level, Amazon let us test different bid strategies, this feature still being in BETA mode:
Dynamic bids - down only: Amazon will lower our bids in real time when our ad may be less likely to convert to a sale. Any campaigns created before January 2019 used this setting.
Dynamic bids - up and down: Amazon will raise our bids (by a maximum of 100%) in real time when our ad may be more likely to convert to a sale, and lower our bids when less likely to convert to a sale.
Fixed bids: Amazon will use our exact bid and any manual adjustments we set, and won’t change our bids based on likelihood of a sale.
Regarding ad group level, Amazon recently introduced the Automatic Targeting Defaults where we can see stats about how potential customers are actively searching for your products using the Amazon search bar and on which automatic targeting strategy we showed up in the search results.
The automatic targeting defaults are:
- Loose match: Our ads will be shown up to shoppers who use search terms loosely related to your products.
- Close match: Amazon willshow our ad to shoppers who use search terms closely related to your products.
- Complements: Our ads will be shown up to shoppers who view the detail pages of products that complement your product.
- Substitutes: Shoppers who view the detail pages of products similar to yours will get to see our ad.
Probably you are asking yourself the question: how can we benefit from this new feature? For now, we can only make bid adjustmends for each match type, but we bet Amazon will further develop this feature in the near future.
Manual targeting helps us to specifically target keywords and products. We can choose different match types for keywords, and choose categories, products, brands or features related to your product.
Manual campaigns also have two big targeting options: keyword targeting and product targeting (beta).
For keyword targeting, the things are pretty basic at first glance and it comes with 3 basic match types: broad match, phrase match and exact match.
Keyword targeting allows us to choose keywords to show your products in customer searches and detail pages.
For example, if your ad product is a coffee cup, we may choose the keyword “coffee cup”. When a shopper searches for a product with the search term “coffee cup”, our ad is eligible to show in search results and detail pages.
Regarding product targeting, we can choose specific products, categories, brands, or other product features to target your ads.
Product targeting includes two targeting options: categories and individual products.
In the categories tab, we can target suggested categories that are based on relevance to your ad product.
We can also search by category or browse categories listed below the search field and refine categories by brand, price range, and review star ratings.
In the products tab, we can target suggested individual products that are similar to the advertised product or search for specific products in the search field.