Amazon Sponsored Products ads are one of the most powerful tools used for driving sales for Amazon sellers. These ads are pay-per-click (PPC) ads that drive traffic to Amazon product detail pages. They are based on certain keywords that drive traffic to a desired product detail page that exists within the Amazon platform.
Sponsored Products ads can appear in Amazon categories such as Appliances, Arts, Crafts, & Sewing, Automotive, Baby, Beauty, Cell phones and accessories, Clothing and accessories, Collectibles, Computers, Electronics-Audio/Video, Electronics-Mobile, Fine art, Grocery and gourmet food, Health and personal care, Home and kitchen, Industrial and scientific, Luggage, Movies and TV, Music, Musical instruments, Office products, Outdoors, Patio, lawn, and garden, Pet suppliers, Shoes, Software, Sports, Tools and home improvement, Toys and games, Video games and Watches.
How to Build Amazon Sponsored Products Ads
There are two ways to make your campaigns using Sponsored Products: Automatic Targeting and Manual Targeting. While Automatic Targeting allows you to skip the process of selecting keywords, it also gives a lesser amount of control as compared to Manual Targeting. Manual Targeting allows you to identify the keywords for searches.
1. Start with Automatic Campaigns
With Automatic campaigns, Amazon targets your ads to all relevant customer searches depending on your product information. You must select the best keywords for your products. By bidding on the right keywords you can improve your page sales rank and organic listings. You should always analyze the customer search term data in order to make strategic decisions and know which keywords to bid on.
2. Keywords from Amazon Search Terms Report
Amazon Search Terms Report provided sellers with data regarding the statistics of the customers, including impressions, clicks, sales that each search term received. Now, with the changes, you can see that the words are converting well but Amazon does not tell us which SKU it is associated with it. This has made it difficult for sellers to identify which keywords work for which products.
3. Campaign Structure:
You should build your campaign structure with only 1 SKU per ad group. This increases the precision of bid adjustments and keyword harvests.
4. Choose a Quality Keyword
You should always look at the raw data while analysing your Search Term Report in Sponsored Products. You will find information through:
Clicks per keyword
5. Manual Campaigns
You must build your Manual Campaigns by adding the SKU to bid on each keyword. Keyword harvesting will remain a continuous process as there always occur shifts in the market, including seasonal trends.
6. Select Your Keyword Match Types
When you create a keyword in Campaign Manager, you should always specify your match type. It lets you fine-tune which search terms are working and which appear on your ads. There are three types of keywords: broad match (offers broad traffic exposure), phrase match (search terms contains the exact phrase), and exact match (exactly match the keyword in order), from which you can select one.
7. Generate a Competitive Bidding Strategy
Once you’ve selected your keywords, you need to bid on them and use them for as long as your campaigns are running.
8. Use Negative Keywords
You must identify which keywords are posing negatively on your product and get rid of them from your ad campaign. By doing this, you refine the performance of your Sponsored Products campaigns.
Your success on Amazon depends on how you strategize and make SKU adjustments and optimizations. You must analyse your consumer and product data. With the immensely increasing competition on Amazon Sponsored Products, you will be able to get a hands-on strategy.