Amazon's advertising platform for sellers can be an extremely effective way to drive customers to your product listings. By targeting specific keywords and search terms, you can target shoppers who have expressed an interest in your product. Or... your competitor's product!

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‹#›
AMAZON
SPONSORED
AN INTRODUCTION
PRODUCTS

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www.amazon.com
WHAT ARE SPONSORED PRODUCT ADS
Amazon’s Pay Per Click advertising platform
Amazon Sponsored Product Ads are image-based ads
that appear alongside other product results on Amazon.
Sellers ‘bid’ on search terms related to their product(s),
and if the bid is competitive, their product may appear
when a customer searches using that search term.
Shoppers who click on the ad are taken to the product
detail page.
Sponsored Product Ads are also referred to as PPC
(Pay Per Click) because sellers only pay when an ad is
clicked.
Sponsored Products can drive traffic to
your products and help increase sales

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www.amazon.com
The customer is show both “Organic” (non-
paid) and Sponsored Products (paid) in the
list of available products.
Organic and paid results
Sponsored Products often appear on the
Right Rail of search results, allowing your
product to appear on “Page 1” of organic
search results.
Page 1 ad placements
For example, the shopper may be looking
for “Bulgarian Rose Soap”.
Customer types a search term
AD PLACEMENTS ON AMAZON.COM
Right Rail Placement

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Vendor Ad Placements
Some Ad placements, like this one
below the “Add to Cart” button, are only
available to Vendors (Amazon’s
wholesale program)
Product Detail Page Placements
Ads for your product can appear on the
pages of your direct competitors
AD PLACEMENTS ON AMAZON.COM
Product Detail Page Placement

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Paid traffic which converts hips to
consolidate organic rank for the
same keywords
HELPS ORGANIC RANK
MEASURABLE ROI
PPC campaigns track a
Advertising Cost of Sales to
effectively track your ROI
Total budgets can be as little as
$5 per day and $0.05 per click
LOW MINIMUM SPEND
Broad, phrase, and exact match
keyword types make ads more
targeted based on search intent
KEYWORD TYPES
Ads are only shown to shoppers
who search using the keywords
that you bid on
RELEVANT TRAFFIC
Relevant traffic means that
shoppers are more likely to buy, or
“convert", which helps
HIGH CONVERSION
ADS DRIVE PROFITABLE TRAFFIC
Paid traffic should be efficient and effective

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Exact Match
Phrase Match
Broad Match
Top of the funnel, search terms and keywords which may
relate to your product. Example, “Pink Slipper, Comfy Slipper”
Specific search term with clear buying intent.
Example, “Size 8 Pink House Slipper”
Middle of the funnel, exploratory search terms.
Example, “Slippers for Ladies”
Amazon currently offers three primary types of keywords, which can be used to target
shoppers at different stages in the buying lifecycle. Negative Keywords can also be used to
exclude your product from displaying for specific search terms.
THE KEYWORD FUNNEL
3 MAIN TYPES OF KEYWORDS
And when to use them
BROAD
EXACT
PHRASE

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Creating an ad budget first involves consideration of the total budget available, as well
as a target ROI. There is no “ideal” budget or target ROI that can be applied across the
board - it depends on your product category, competition, seasonality, and profitability.
PPC Ad Budgets
Understand what percentage of the product selling
price can be comfortably allocated to advertising, on a
per-SKU basis if necessary.
AD SPEND AS A % OF SELLING PRICE
Once ad campaigns are set up, you can further
allocate spend to specific campaigns based on
performance, product profitability, seasonality, etc.
CAMPAIGN-LEVEL BUDGET
A fixed budget that can be spent on advertising each
week or month.
WEEKLY OR MONTHLY BUDGET
HOW MUCH TO SPEND ON SPONSORED PRODUCTS
Where, When and How Much

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WHEN TO IMPLEMENT PAID ADS
The Bobsled Marketing Product Launch Program
A/B Split Testing of product listings
Post purchase emails to customers
Testing and refining ad campaign
ONGOING
Sponsored Products drives a large
volume of “qualified” traffic that
converts into sales
PAID ADS
Compelling product descriptions
Get genuine customer reviews
Product & lifestyle images
OPTIMIZE
Conduct keyword analysis
Upload assortment to Amazon catalog
LISTING SETUP

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AMAZON LAUNCH
& OPTIMIZATION
DONE FOR YOU
HOW WE WORK
We partner with brands on a revenue-share basis,
so we’re as invested in getting results as you are.
CONTACT INFO
info@bobsledmarketing.com
(646) 561-9936
WHAT WE DO
Help brands to launch and optimize their product assortment on
Amazon (US, UK and Europe) with our done-for-you service.