What is Amazon Advertising PPC?
Amazon advertising is the Amazon Pay Per Click Platform. As with other online advertising platforms, you can choose different placements for your ads, use a variety of options to segment your audience, and reach your target audience.
Within the Amazon PPC ecosystem, we can find advertisements both on the Amazon page itself and in other places on the internet (via display advertising). The first option is very interesting, because we take advantage of a flow of visitors with a high purchase intention and therefore we will have a better chance of achieving conversions.
How to choose the right type of ad on Amazon
The first thing you need to know to run an effective PPC campaign on Amazon are the types of ads out there and their targeting options, so let’s take a look at them.
Sponsored product announcements
These types of ads appear in search results Yes on product pages, and are very similar to organic search results. This type of advertising is used the most in Amazon PPC, since two-thirds of external sellers use them.
You can choose the keywords for your sponsored product ads through automatic or manual segmentation.
With the automatic strategy, your ad will appear for keywords that Amazon’s algorithm considers relevant to your product. As the campaign progresses, Amazon improves targeting based on ad clicks and purchase data. Your ads will appear when people search for keywords related to your product, when they search for products similar to yours, and when they view additional product detail pages.
Instead, with the manual strategy, you select the keywords on which you want to bid. Thus, the ad will only appear if a user enters one of the keywords you have chosen. This strategy takes more time and more personalization effort, but in return it allows you to better personalize and control your campaign.
Sponsored brand announcements (marcas patrocinadas)
The sponsored brand ads (formerly known as “featured search ads”), allow sellers to advertise more than one product at a time and grab the attention of buyers because they are more visually striking than product advertisements.
In these types of ads, we have three different formats. “Product Collection” and “Store Flyer” ads typically include a brand logo, custom slogan, and two or more products. Instead, the “video” format is a 15 to 30 second video showing a single product and may appear further down the page.
Sponsored display ads (anuncios de display)
Amazon PPC display ads allow you to do retargeting to users who have visited a product detail page, both on and off Amazon. Amazon display ads may appear on affiliate sites such as Google, Facebook, Netflix, and mobile apps.
This is Amazon’s newest type of PPC campaign, and it’s still not as popular as other formats, with just 25% of third-party merchants using it.
How to Choose Keywords for Your PPC Campaigns on Amazon
1) Use different types of matches in your keywords
Similar to Google Ads, Amazon Advertising offers different types of keyword matches that give you more control over when your ads are displayed. Here are the main options available:
Wide match: Your ads will show for the words you choose and for related variations, such as plurals, acronyms, approximate matches, and synonyms.
Broad Query Modified (for Sponsored Brand Ads only): as above, but you can specify the words to include in the search term by adding a + in front of them.
Sentence match: Your ads will appear when the search term includes your exact keyword, but may include other words before and after.
Exact match: Your ads won’t show until the user enters the exact keyword in their search.
2) Use a negative chord
Automatic campaigns and broad match campaigns can end up showing your ads in searches that are very little related to your product or brand.
To avoid this, use a negative match for ignore searches that include one or more specific terms and thus make your ad more relevant. You can choose both negative expression and exact matches.
3) Incorporate brand keywords
Sometimes the most profitable keyword that you can incorporate into your PPC campaigns is your own brand name.
Many advertisers do not use this resource because they think it is a waste of money. After all, if the user searches for you directly, they will still find your products.
The problem is, if you don’t create campaigns with your brand name, it’s possible your competition will and their ads appearing before your products, so branding campaigns are great. defensive strategy.
It is also very interesting to include in these campaigns all possible misspellings and alternative ways of writing the name of your brand and your products. Thus, you make sure to appear even if the user makes a mistake.
For best results, integrate all of your branded keywords into a separate campaign and remove them from the rest of your campaigns.