#BrightonSEO introduced Marketplace theatre this year. In this presentation, Prabhat talks about Amazon Sponsored Ads Best Practices and how to optimise your campaigns with real examples.
12. USE AUTO ADS TO UNDERSTAND
SEARCH BEHAVIOUR
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13. USE AUTOMATIC TARGETING TO FIND BEST
PERFORMING KEYWORDS & CONVERT TO MANUAL
TARGETING
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14. KEEP AUTO ADS “ALWAYS ON” TO FIND RELEVANT
KEYWORDS CONTINUOUSLY
& ALSO TO APPEAR ON PRODUCT DETAILS PAGE
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15. USE BID + FOR LOW ACoS
CAMPAIGNS
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16. USE REVERSE ASIN TOOL TO FIND BEST
PERFORMING KEYWORDS
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17. 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
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20. â—Ź IMPRESSIONS: USE THIS AS AN INDICATOR OF
RELEVANCY. LOW BID MAY NOT CREATE
IMPRESSIONS
â—Ź CTR: HIGH CTR SHOWS RELEVANCY OF PRODUCT
TOTAL SPEND. AFFECTED BY REVIEWS, IMAGES
AND PRICE.
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21. â—Ź AVG CPC: ACTUAL AVERAGE COST YOU PAID.
â—Ź ACoS: ADVERTISING COST OF SALE. USE THIS TO
MEASURE PROFITABILITY.
â—Ź CONVERSION RATE: INDICATES IF KEYWORD IS
HELPING YOU GENERATE THAT PROFITABLE
SALES
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23. STRUCTURE YOUR CAMPAIGNS
( Avoids repeats ads and reporting is much easier)
● By product category (for example: men’s shoes,
keyboards, cameras, etc.)
â—Ź By brand (for example: Nike, Adidas, Puma etc.)
â—Ź By top sellers (products that pull in the most
sales, e.g. top 10)
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24. CREATE ONE AD GROUP PER ASIN
( Helps to get granular reporting )
â—Ź Search term report shows best performing
keywords per ASIN
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26. RUN AUTOMATIC CAMPAIGNS
â—Ź Auto Campaigns Appears On Product Details Page
Of Competing Products
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27. OPTIMISE LISTINGS WITH PERFORMING KEYWORDS
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â—Ź Opportunity for organic ranking
â—Ź Use keywords on Title, Key features, description
or search terms
28. MONITOR ADVERTISING COST OF SALE ( ACOS )
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â—Ź We work between
between 5% and 20%
â—Ź It is normal to find 100% cost during
product launch
29. ALLOW MAXIMUM OPPORTUNITY TO RANK
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â—Ź USE HIGHER BID TO RANK FOR NEW KEYWORDS
â—Ź ONCE WE START GETTING IMPRESSIONS / CLICKS
ADJUSTMENTS CAN BE MADE BASED ON
TARGETED ACOS
30.
31. 3rd PARTY CAN HELP MANAGE YOUR ADS
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34. HEADLINE SEARCH
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â—Ź APPLY PERFORMING SPONSORED ADS KEYWORDS
● DON’T IGNORE BRAND KEYWORDS
â—Ź TARGET COMPLEMENTARY PRODUCTS
KEYWORDS THAT ARE USED TOGETHER
â—Ź USE CLOSELY RELATED OUT OF CATEGORY
PRODUCTS FOR BRAND AWARENESS
40. KEY POINTS
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â—Ź RETURN - BRAND AWARENESS vs SALES
â—Ź USE AUTO ADS TO HARVEST KEYWORDS
â—Ź USE BID + FOR LOW ACOS PRODUCTS
● EXPERIMENT 3 TYPES OF ADS & DON’T FOLLOW
BEST PRACTICE