In this article, we’ll explain the nuances of an Amazon PPC campaign and how it differs from Google ads. Then, we’ll detail exactly how to set up an Amazon advertising campaign for your business. Whether you are just getting started with paid search advertising or have tested waters before, these tips will help you optimize your ad spend and drive more traffic to your site. Read on for all the details!

Creating an Amazon Paid Search ads campaign is a process that requires constant optimization. This means changing your keywords, campaigns, and bids to ensure the best results. Fortunately, Amazon offers useful metrics to track your campaigns. The reports will show you how much money you are spending and the performance of your ads. Of course, you must monitor this data regularly and fine-tune your campaigns as needed. You can add new keywords and run A/B tests to see which ones work best. 

Keyword Match Types

There are two main match types in Amazon Paid Search ads. Exact and broad match types match the keywords in a customer’s search query. Exact match type ads match the exact keyword and include plurals and misspellings. Broad match-type ads are less restrictive, showing a wider variety of keywords.

Broad match matches keywords that appear in any order. They also include close variants and synonyms of the original search query. Broad match keywords are the most popular and should be used for most ads. However, suppose your target market uses a broad match. In that case, you can designate specific keywords that must be present for your ad to appear. This is done by using the “+” symbol.

Broad match: If you’re selling Kylo Ren t-shirts, you don’t want your ad to appear for searches about “plastic wallet.” Instead, you’ll want to use a broad match to target searches that include the key phrase “leather wallet.” This match will help you target a broader audience and eliminate wasteful keywords. However, while broad match may be the most effective choice for a certain product, broad match can be difficult to use unless you know your product well.

The right keyword match type can majorly affect your campaign’s performance. While the Exact match type will typically deliver the lowest cost per click (CPC), it will also have limited reach. Phrase match type will allow some control over cost per click but may not be as effective for niche keywords. Finally, broad match type is best for keyword discovery and keyword research as it will allow you to discover more search terms.

The exact keyword match type is the most specific in Amazon Sponsored Products. Though it applies to the most specific search phrase, it also includes small keyword variations.

Negative Targets

Negative targets are keywords that customers will not see when they search for your product. This will dramatically reduce your ACoS (Advertising Cost Per Click). You can use a negative target by using the SellerApp advertising suite. This software has a machine learning algorithm that highlights potential negative keywords.

Amazon will consider more than your bid when determining where your ad should appear in the search results. For example, suppose your product has low conversion rates. In that case, you can reduce your bid to avoid the ads from being listed next to products that outperform your products. However, this strategy will only work if you create a list of negative keywords.

If you want your ads to show up to shoppers searching for products related to your product, you must ensure that your ads match their preferences. You can increase your conversion rate by focusing your advertising efforts on the most profitable keywords. This will ultimately lead to lower ACoS numbers and better revenues.

Negative keywords help you filter out non-converting keywords from broad product categories. These keywords can be helpful in campaigns with multiple products. However, if you are new to negative keywords, it’s best to stick with the exact match. That way, you can use negative keywords that are more specific to your product.

You can also use negative keywords to improve your ads’ relevance and increase your ACoS. These keywords can help you save money long-term and drive higher conversion rates.

Sponsored Brands

Sponsored Brands are highly customizable CPC ads that appear above relevant Amazon shopper search results. They are an effective means of increasing brand awareness and generating brand loyalty. They feature the brand’s logo, custom headline, and up to three products. They can appear on the top of search results, alongside other results, and even within them.

The key to achieving success with Sponsored Brands is understanding your KPIs and measuring them in context. The Sponsored Brands tool will provide you with customized tips and tools to help you optimize your campaigns. In addition, you can use the ASIN targeting available in Sponsored Products to target your audience.

Sponsored Brands ads are available to registered brands on Amazon. These brands are enrolled in a variety of Amazon programs. They appear in search results on both desktop and mobile. These ads link to a product detail page and generate more conversions than other placements.

Sponsored Brands ads can include your brand’s logo, a custom headline, and imagery. They can also feature up to three products with images and one with a video. The ads are designed to increase brand awareness and help shoppers discover new brands. In addition, sponsored Brands ads are displayed at the top of search results, making them highly visible to shoppers.

You can create Sponsored Brands ads using Seller Central or Amazon Advertising Console. First, ensure you have at least three products under the same brand. Then, you can target the ads based on product categories and keywords. Sponsored Brands ads are available indefinitely.

Product Display ads

Product Display Ads are one of the most effective ways to target shoppers on Amazon. These ads target specific products and categories based on the shopper’s interests. This allows businesses to reach shoppers who may not have previously clicked on your ads, increasing conversion chances.

Sponsored Display ads use keywords and audience data to target your potential audience. These ads appear on Amazon and other websites and apps. You can also target potential customers who visit other websites, such as competitors. These ads can appear in the margins of apps. They can also appear in search results, product detail pages, or ad carousels.

Product Display Ads work using a PPC advertising model. The business pays only when someone clicks on an ad that features their product. This means a business will spend more or less money depending on how well the ad performs. However, the cost is relatively low – the company only pays when a potential buyer clicks on the ad.

Product Display Ads are also effective at cross-promotion because they can steer shoppers to a product they might be interested in. They can also steer shoppers to similar products, sometimes even rival products. You can also use the ad format to target specific competitors, offering a product at a better price than your competitors.

Sponsored Display ads on Amazon allow advertisers to target specific audiences. For example, they can target consumers who previously viewed or searched for the products you want to sell and retarget consumers who have visited the product detail page. This way, you can keep customers engaged throughout the purchase process. This is an important aspect of Amazon Paid Search advertising.

Reporting insights

Amazon provides a variety of reports that sellers can use to determine the performance of their paid search campaigns. These reports can be generated based on campaign type and subtype. With these reports, sellers can determine what keywords and ad formats generate the best results. This allows them to make changes and see results immediately.

The reports on Amazon’s site are organized in a spreadsheet format. They can be filtered by keyword and ACoS (Total Advertising Cost of Sales), allowing advertisers to see which keywords are not performing well and generating the most clicks. They can even filter out negative keywords and optimize ad spend by filtering out these search terms.

To measure your ads’ performance, you should analyze the key performance indicators (KPIs). The most common metrics are sales, profit, and inventory. In addition, ACoS is a measure of ad efficiency, and the ACoS metric gives you an idea of how effective your bids are.

Another way to measure success is to analyze product category and brand performance. For example, if you sell women’s hiking pants, you may want to increase the bids in the men’s hiking pants category. This would allow you to boost the bids for products from other brands. This can be a good way to boost your bids and boost product performance.

One of the best features of Amazon advertising is its ability to offer on-demand conversion reporting. This feature has made the job of marketers much easier and more convenient. The new feature, called Amazon Attribution, was launched as a beta in August 2018. It allows advertisers to get the most accurate cross-channel marketing data.