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Amazon Sponsored Ads - Prabhat Shah

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Prabhat talks about the strength and best practices of Amazon Sponsored Ads.

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Amazon Sponsored Ads - Prabhat Shah

  1. 1. Prabhat Shah onlineselleruk Amazon Sponsored Ads: Beyond Basics @onlineselleruk
  2. 2. www.onlineselleruk.com
  3. 3. www.onlineselleruk.com
  4. 4. www.onlineselleruk.com
  5. 5. www.onlineselleruk.com AGENDA 1 Sponsored Products Overview 2 Refine your keyword strategy 3 Measure ROI with performance reporting 4 Optimise campaigns performance
  6. 6. www.onlineselleruk.com OVERVIEW
  7. 7. www.onlineselleruk.com PLACEMENT - TOP, BOTTOM & RIGHT
  8. 8. www.onlineselleruk.com PLACEMENT - PRODUCT DETAIL PAGE TOP & BOTTOM OF SEARCH RESULT ON PRODUCT DETAIL PAGE
  9. 9. www.onlineselleruk.com PLACEMENT - BELOW BUY BUTTON
  10. 10. www.onlineselleruk.com PLACEMENT - HEADLINE AREA
  11. 11. www.onlineselleruk.com KEYWORD STRATEGY
  12. 12. www.onlineselleruk.com USE AUTO ADS TO UNDERSTAND SEARCH BEHAVIOUR
  13. 13. www.onlineselleruk.com USE AUTOMATIC TARGETING TO FIND BEST PERFORMING KEYWORDS & CONVERT TO MANUAL TARGETING
  14. 14. www.onlineselleruk.com KEEP AUTO ADS “ALWAYS ON” TO FIND RELEVANT KEYWORDS CONTINUOUSLY & ALSO TO APPEAR ON PRODUCT DETAILS PAGE
  15. 15. www.onlineselleruk.com USE BID + FOR LOW ACoS CAMPAIGNS
  16. 16. www.onlineselleruk.com USE REVERSE ASIN TOOL TO FIND BEST PERFORMING KEYWORDS
  17. 17. www.onlineselleruk.com 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
  18. 18. www.onlineselleruk.com REMOVE NON PERFORMING KEYWORDS ONLY AFTER GOOD SPEND
  19. 19. www.onlineselleruk.com MEASURE ROI
  20. 20. www.onlineselleruk.com ● 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.
  21. 21. www.onlineselleruk.com ● 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
  22. 22. www.onlineselleruk.com OPTIMISE
  23. 23. www.onlineselleruk.com 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)
  24. 24. www.onlineselleruk.com CREATE ONE AD GROUP PER ASIN ( Helps to get granular reporting ) ● Search term report shows best performing keywords per ASIN
  25. 25. www.onlineselleruk.com RUN AUTOMATIC CAMPAIGNS ● Find Out Most Performing Keywords And Use Them On Manual Campaigns
  26. 26. www.onlineselleruk.com RUN AUTOMATIC CAMPAIGNS ● Auto Campaigns Appears On Product Details Page Of Competing Products
  27. 27. www.onlineselleruk.com OPTIMISE LISTINGS WITH PERFORMING KEYWORDS ● Opportunity for organic ranking ● Use keywords on Title, Key features, description or search terms
  28. 28. www.onlineselleruk.com MONITOR ADVERTISING COST OF SALE ( ACOS ) ● We work between between 5% and 20% ● It is normal to find 100% cost during product launch
  29. 29. www.onlineselleruk.com ALLOW MAXIMUM OPPORTUNITY TO RANK ● USE HIGHER BID TO RANK FOR NEW KEYWORDS ● ONCE WE START GETTING IMPRESSIONS / CLICKS ADJUSTMENTS CAN BE MADE BASED ON TARGETED ACOS
  30. 30. www.onlineselleruk.com
  31. 31. www.onlineselleruk.com 3rd PARTY CAN HELP MANAGE YOUR ADS
  32. 32. www.onlineselleruk.com OPTIMISE - Amazon Marketing Services
  33. 33. www.onlineselleruk.com HEADLINE SEARCH ● WORKS QUITE WELL FOR BRAND AWARENESS ● THEY ARE KEYWORD-TARGETED ADS ABOVE SEARCH RESULTS
  34. 34. www.onlineselleruk.com HEADLINE SEARCH ● 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
  35. 35. www.onlineselleruk.com HEADLINE SEARCH ● TEST - CUSTOM IMAGE, HEADLINES TEXT AND PRODUCTS ● SELECT 3 KEY PRODUCT TO DISPLAY ON TOP RIGHT WITH GOOD IMAGES
  36. 36. www.onlineselleruk.com HEADLINE SEARCH KNOW YOUR ACoS SWEETSPOT
  37. 37. www.onlineselleruk.com PRODUCT DISPLAY ● WORKS QUITE WELL TARGETING COMPETING PRODUCTS
  38. 38. www.onlineselleruk.com PRODUCT DISPLAY ● TARGET COMPLEMENTARY PRODUCTS ● TARGET INTEREST OPTIONS FOR BRAND AWARENESS ● FOR YOUR NEW PRODUCTS - TARGET YOUR OWN POPULAR PRODUCTS
  39. 39. www.onlineselleruk.com PRODUCT DISPLAY ● TARGET MULTIPLE PRODUCTS TO INCREASE CHANCE OF VISIBILITY ● ADVERTISE A VENDOR POWERED COUPON
  40. 40. www.onlineselleruk.com KEY POINTS ● 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
  41. 41. www.onlineselleruk.com Campaign Clicks Campaign Turnover % ACOS Total Amazon Turnover % M 1 £1,029.47 £18,802.63 5% £58,307.00 32 M 2 £667.01 £10,402.54 6% £57,285.00 18 M 3 £757.16 £16,728.61 4.53 £55,216.00 30 OUR CLIENT RESULT
  42. 42. www.onlineselleruk.com Amazon Marketing and SEO Training & Consulting 1 Amazon Professional find out more >> 2 Amazon Masterclass find out more >> 3 Amazon Vendor Masterclass find out more >> 4 Amazon Marketing and SEOfind out more >>
  43. 43. www.onlineselleruk.com
  44. 44. www.onlineselleruk.com

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