Amazon Sponsored Ads - Prabhat Shah

Prabhat Shah
onlineselleruk
Amazon Sponsored Ads:
Beyond Basics
@onlineselleruk

www.onlineselleruk.com
AGENDA
1 Sponsored Products Overview
2 Refine your keyword strategy
3 Measure ROI with performance reporting
4 Optimise campaigns performance

OVERVIEW

PLACEMENT - TOP, BOTTOM & RIGHT

PLACEMENT - PRODUCT DETAIL PAGE
TOP & BOTTOM OF SEARCH
RESULT
ON PRODUCT DETAIL PAGE

PLACEMENT - BELOW BUY BUTTON

PLACEMENT - HEADLINE AREA

KEYWORD STRATEGY

USE AUTO ADS TO UNDERSTAND
SEARCH BEHAVIOUR

USE AUTOMATIC TARGETING TO FIND BEST
PERFORMING KEYWORDS & CONVERT TO MANUAL
TARGETING

KEEP AUTO ADS “ALWAYS ON” TO FIND RELEVANT
KEYWORDS CONTINUOUSLY
& ALSO TO APPEAR ON PRODUCT DETAILS PAGE

USE BID + FOR LOW ACoS
CAMPAIGNS

USE REVERSE ASIN TOOL TO FIND BEST
PERFORMING KEYWORDS

WITH MANUAL ADS USE KEYWORD MATCH TO
TARGETKEYWORD: MENS BOOTS BROAD MATCH TARGETED KEYWORDS ARE IN NO ORDER
- MEN TIMBERLAND BOOTS
- DRESS BOOTS MENS
- MENS GARDEN BOOTS
- CATERPILLAR BOOTS FOR MEN
- MENS LEATHER HUNTING BOOT
PHRASE MATCH TARGETED KEYWORDS ARE IN THEIR EXACT ORDER ORDER
INCLUDES ADDITIONAL KEYWORDS BEFORE AND AFTER,
PLURALS AND COMMON MISSPELLINGS
- EUROPEAN LEATHER MENS BOOTS
- MEN BOOTS REAL LEATHER
EXACT MATCH:
BLACK CHELSEA
BOOTS MEN
SEARCH TERMS MUST MATCH THE KEYWORD EXACTLY
- BLACK CHELSEA BOOTS MEN
- BLACK CHELSEA BOOTS FOR MEN
NEGATIVE PHRASE
/ EXACT MATCH
EXCLUDES SPECIFICS SEARCH TERMS

REMOVE NON PERFORMING
KEYWORDS ONLY AFTER GOOD
SPEND

MEASURE ROI

● IMPRESSIONS: USE THIS AS AN INDICATOR OF
RELEVANCY. LOW BID MAY NOT CREATE
IMPRESSIONS
● CTR: HIGH CTR SHOWS RELEVANCY OF PRODUCT
TOTAL SPEND. AFFECTED BY REVIEWS, IMAGES
AND PRICE.

● AVG CPC: ACTUAL AVERAGE COST YOU PAID.
● ACoS: ADVERTISING COST OF SALE. USE THIS TO
MEASURE PROFITABILITY.
● CONVERSION RATE: INDICATES IF KEYWORD IS
HELPING YOU GENERATE THAT PROFITABLE
SALES

OPTIMISE

STRUCTURE YOUR CAMPAIGNS
( Avoids repeats ads and reporting is much easier)
● By product category (for example: men’s shoes,
keyboards, cameras, etc.)
● By brand (for example: Nike, Adidas, Puma etc.)
● By top sellers (products that pull in the most
sales, e.g. top 10)

CREATE ONE AD GROUP PER ASIN
( Helps to get granular reporting )
● Search term report shows best performing
keywords per ASIN

RUN AUTOMATIC CAMPAIGNS
● Find Out Most Performing Keywords And Use
Them On Manual Campaigns

RUN AUTOMATIC CAMPAIGNS
● Auto Campaigns Appears On Product Details Page
Of Competing Products

OPTIMISE LISTINGS WITH PERFORMING KEYWORDS
● Opportunity for organic ranking
● Use keywords on Title, Key features, description
or search terms

MONITOR ADVERTISING COST OF SALE ( ACOS )
● We work between
between 5% and 20%
● It is normal to find 100% cost during
product launch

ALLOW MAXIMUM OPPORTUNITY TO RANK
● USE HIGHER BID TO RANK FOR NEW KEYWORDS
● ONCE WE START GETTING IMPRESSIONS / CLICKS
ADJUSTMENTS CAN BE MADE BASED ON
TARGETED ACOS

3rd PARTY CAN HELP MANAGE YOUR ADS

OPTIMISE - Amazon Marketing Services

HEADLINE SEARCH
● WORKS QUITE WELL FOR BRAND AWARENESS
● THEY ARE KEYWORD-TARGETED ADS ABOVE
SEARCH RESULTS

HEADLINE SEARCH
● APPLY PERFORMING SPONSORED ADS KEYWORDS
● DON’T IGNORE BRAND KEYWORDS
● TARGET COMPLEMENTARY PRODUCTS
KEYWORDS THAT ARE USED TOGETHER
● USE CLOSELY RELATED OUT OF CATEGORY
PRODUCTS FOR BRAND AWARENESS

HEADLINE SEARCH
● TEST - CUSTOM IMAGE, HEADLINES TEXT AND
PRODUCTS
● SELECT 3 KEY PRODUCT TO DISPLAY ON TOP
RIGHT WITH GOOD IMAGES

HEADLINE SEARCH
KNOW YOUR
ACoS
SWEETSPOT

PRODUCT DISPLAY
● WORKS QUITE WELL TARGETING COMPETING
PRODUCTS

PRODUCT DISPLAY
● TARGET COMPLEMENTARY PRODUCTS
● TARGET INTEREST OPTIONS FOR BRAND
AWARENESS
● FOR YOUR NEW PRODUCTS - TARGET YOUR OWN
POPULAR PRODUCTS

PRODUCT DISPLAY
● TARGET MULTIPLE PRODUCTS TO
INCREASE CHANCE OF VISIBILITY
● ADVERTISE A VENDOR POWERED
COUPON

KEY POINTS
● RETURN - BRAND AWARENESS vs SALES
● USE AUTO ADS TO HARVEST KEYWORDS
● USE BID + FOR LOW ACOS PRODUCTS
● EXPERIMENT 3 TYPES OF ADS & DON’T FOLLOW
BEST PRACTICE

Campaign Clicks
Campaign
Turnover % ACOS
Total Amazon
Turnover %
M 1 £1,029.47 £18,802.63 5% £58,307.00 32
M 2 £667.01 £10,402.54 6% £57,285.00 18
M 3 £757.16 £16,728.61 4.53 £55,216.00 30
OUR CLIENT RESULT

Amazon Marketing and SEO Training & Consulting
1 Amazon Professional find out more >>
2 Amazon Masterclass find out more >>
3 Amazon Vendor Masterclass find out more >>
4 Amazon Marketing and SEOfind out more >>

Amazon Sponsored Ads - Prabhat Shah

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