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Amazon Sponsored Ads: Beyond Basics

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#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.

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Amazon Sponsored Ads: Beyond Basics

  1. 1. Prabhat Shah DAYTODAYEBAY Amazon Sponsored Ads: Beyond Basics @daytodayebay https://www.slideshare.net/daytodayebay
  2. 2. AGENDA www.daytodayebay.co.uk 1 Sponsored Products Overview 2 Refine your keyword strategy 3 Measure ROI with performance reporting 4 Optimise campaigns performance
  3. 3. OVERVIEW www.daytodayebay.co.uk
  4. 4. PLACEMENT - TOP, BOTTOM & RIGHT www.daytodayebay.co.uk
  5. 5. PLACEMENT - PRODUCT DETAIL PAGE TOP & BOTTOM OF SEARCH RESULT ON PRODUCT DETAIL PAGE www.daytodayebay.co.uk
  6. 6. PLACEMENT - BELOW BUY BUTTON www.daytodayebay.co.uk
  7. 7. PLACEMENT - HEADLINE AREA www.daytodayebay.co.uk
  8. 8. KEYWORD STRATEGY www.daytodayebay.co.uk
  9. 9. USE AUTO ADS TO UNDERSTAND SEARCH BEHAVIOUR www.daytodayebay.co.uk
  10. 10. USE AUTOMATIC TARGETING TO FIND BEST PERFORMING KEYWORDS & CONVERT TO MANUAL TARGETING www.daytodayebay.co.uk
  11. 11. KEEP AUTO ADS “ALWAYS ON” TO FIND RELEVANT KEYWORDS CONTINUOUSLY & ALSO TO APPEAR ON PRODUCT DETAILS PAGE www.daytodayebay.co.uk
  12. 12. USE BID + FOR LOW ACoS CAMPAIGNS www.daytodayebay.co.uk
  13. 13. USE REVERSE ASIN TOOL TO FIND BEST PERFORMING KEYWORDS www.daytodayebay.co.uk
  14. 14. 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 www.daytodayebay.co.uk
  15. 15. REMOVE NON PERFORMING KEYWORDS ONLY AFTER GOOD SPEND www.daytodayebay.co.uk
  16. 16. MEASURE ROI www.daytodayebay.co.uk
  17. 17. ● 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. www.daytodayebay.co.uk
  18. 18. ● 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 www.daytodayebay.co.uk
  19. 19. OPTIMISE www.daytodayebay.co.uk
  20. 20. 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) www.daytodayebay.co.uk
  21. 21. CREATE ONE AD GROUP PER ASIN ( Helps to get granular reporting ) ● Search term report shows best performing keywords per ASIN www.daytodayebay.co.uk
  22. 22. RUN AUTOMATIC CAMPAIGNS www.daytodayebay.co.uk ● Find Out Most Performing Keywords And Use Them On Manual Campaigns
  23. 23. RUN AUTOMATIC CAMPAIGNS ● Auto Campaigns Appears On Product Details Page Of Competing Products www.daytodayebay.co.uk
  24. 24. OPTIMISE LISTINGS WITH PERFORMING KEYWORDS www.daytodayebay.co.uk ● Opportunity for organic ranking ● Use keywords on Title, Key features, description or search terms
  25. 25. MONITOR ADVERTISING COST OF SALE ( ACOS ) www.daytodayebay.co.uk ● We work between between 5% and 20% ● It is normal to find 100% cost during product launch
  26. 26. ALLOW MAXIMUM OPPORTUNITY TO RANK www.daytodayebay.co.uk ● USE HIGHER BID TO RANK FOR NEW KEYWORDS ● ONCE WE START GETTING IMPRESSIONS / CLICKS ADJUSTMENTS CAN BE MADE BASED ON TARGETED ACOS
  27. 27. 3rd PARTY CAN HELP MANAGE YOUR ADS www.daytodayebay.co.uk
  28. 28. OPTIMISE - Amazon Marketing Services www.daytodayebay.co.uk
  29. 29. HEADLINE SEARCH www.daytodayebay.co.uk ● WORKS QUITE WELL FOR BRAND AWARENESS ● THEY ARE KEYWORD-TARGETED ADS ABOVE SEARCH RESULTS
  30. 30. HEADLINE SEARCH www.daytodayebay.co.uk ● 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
  31. 31. HEADLINE SEARCH www.daytodayebay.co.uk ● TEST - CUSTOM IMAGE, HEADLINES TEXT AND PRODUCTS ● SELECT 3 KEY PRODUCT TO DISPLAY ON TOP RIGHT WITH GOOD IMAGES
  32. 32. HEADLINE SEARCH www.daytodayebay.co.uk KNOW YOUR ACoS SWEETSPOT
  33. 33. PRODUCT DISPLAY www.daytodayebay.co.uk ● WORKS QUITE WELL TARGETING COMPETING PRODUCTS
  34. 34. PRODUCT DISPLAY www.daytodayebay.co.uk ● TARGET COMPLEMENTARY PRODUCTS ● TARGET INTEREST OPTIONS FOR BRAND AWARENESS ● FOR YOUR NEW PRODUCTS - TARGET YOUR OWN POPULAR PRODUCTS
  35. 35. PRODUCT DISPLAY www.daytodayebay.co.uk ● TARGET MULTIPLE PRODUCTS TO INCREASE CHANCE OF VISIBILITY ● ADVERTISE A VENDOR POWERED COUPON
  36. 36. KEY POINTS www.daytodayebay.co.uk ● 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
  37. 37. Prabhat Shah DAYTODAYEBAY Amazon Sponsored Ads: Beyond Basics @daytodayebay www.daytodayebay.co.uk

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