Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Create Amazon Advertising Campaigns Without Targeting Any Keywords

1,461 views

Published on

Traditionally Amazon Advertising has been focussed on keywords until very recently when they rolled out Product Targeting and Category Targeting. I have successfully tested both and found they can be better than keywords targeted ads.

Find out more -- https://www.daytodayebay.co.uk/

Published in: Business
  • Be the first to comment

How to Create Amazon Advertising Campaigns Without Targeting Any Keywords

  1. 1. How to create Amazon Advertising campaigns without targeting any keywords Prabhat Shah // Daytodayebay https://www.slideshare.net/daytodayebay @daytodayebay
  2. 2. It is about time invest more of our time on Amazon Advertising alongside Google! WHY?
  3. 3. ⅔ of US shoppers typically start their search for new products on Amazon
  4. 4. Some clients who sell products on Amazon are moving between 50 & 60 % of their allocated Google search ad dollars specifically to Amazon. The shift amounts to hundreds of millions of dollars a year, he noted.
  5. 5. Amazon isn’t taking over the online advertising business today. And it likely won’t take over the online advertising business in the next 4-5 years, either.
  6. 6. It is however, playing an increasingly important role in the lives of consumers, and companies that operate within specific verticals and in the e-commerce space.
  7. 7. For those companies, ignoring Amazon’s advertising potential and the potential impact it can have on their business would be short-sighted.
  8. 8. Just a quick intro….. ✔️ Working with Amazon Sellers since 2007. ✔️ Currently working with Amazon consultancy with a 5 members of our UK team. In the next 15 mins I will be sharing my Amazon Advertising experience, I learnt over the past few years.
  9. 9. This talk is all about creating a successful Amazon Ads without Keywords!
  10. 10. Let’s start with a quick intro to different types of Amazon Ads
  11. 11. Sponsored Brands Ads (SBAs) Formerly known as headline search ads – these ads are displayed above the search results
  12. 12. Sponsored Product Ads (SPAs) These are displayed at the top of bottom of a search results page – and you may not realise but they can also be displayed on a product page.
  13. 13. Product Display Ads (PDAs) This ad type targets and is displayed on a set of products based on your targets. This enables you to create cross sell or upsell opportunities on your own product pages, steal sales from a competitor or position your products with complementary items.
  14. 14. Most of the Amazon Advertising works like Google Ads in general based on keywords.
  15. 15. With an exception of Amazon’s Product Target and Category Target Ads
  16. 16. What is Product Targeting? This is new to most advertisers and is geared towards targeting any products on Amazon. Your product is displayed at the bottom of a targeted product detail page under “Sponsored products related to this item or just below the key features” product as seen in picture below.
  17. 17. Position #1 Sponsored products related
  18. 18. Position #2 Below key features
  19. 19. How to Create Product Target Ads? Suggested – based on your product content Search –by ASIN or keywords to add Entire List – Add list of ASINS
  20. 20. 3 Strategies you can use #1 Target competitor products with your best sellers or entry level products
  21. 21. #2 Complement similar products often sold with yours or bought by the same audience
  22. 22. #3 Block with your own products by cross selling or upselling products
  23. 23. These are created with product targeted ads and target shoppers in a certain category. Displaying your product at the bottom of product detail page under “Sponsored products related to this item” as seen in the picture below. What is Category Targeting?
  24. 24. How to create category target ads? Target suggested category and relevant categories. Use search function to find other categories.
  25. 25. 2 Strategies you can use #1 Target specific sub-product category
  26. 26. #2 Target root product category
  27. 27. Optimising Product & Category Target Ads
  28. 28. How to Optimise Product Target Ads? Start with your search term report
  29. 29. Optimise Product Target Ads #1 Remove non converting ASINs
  30. 30. Optimise Product Target Ads #2 Lower bids for high ACOS /profitable targets
  31. 31. Advertising Cost of Sales (ACoS) ACOS = total ad spend / total ad sales x 100. For example, if you spent £2 on advertising and those ads resulted in sales of £20, your ACOS would be 10%.
  32. 32. Optimise Product Target Ads #3 Keep bidding higher for lower ACOS /profitable targets
  33. 33. Optimise Product Target Ads #4 If you are in customer acquisition stage it makes sense to keep bidding for targets generating sales irrespective of higher Cost of Sales.
  34. 34. How to optimise Category target ads? Get search term report
  35. 35. Optimise Category target Ads #1 Add non-converting ASINS as negative (shown in search term report with ASINS)
  36. 36. Optimise Category target Ads #2 Remove category if they are not performing well
  37. 37. Optimise Category target Ads #3 Keep bidding higher for lower ACOS /profitable targets
  38. 38. Optimise Category target Ads #4 If you are in customer acquisition stage it makes sense to keep bidding in categories generating sales irrespective of higher Cost of Sales.
  39. 39. Let’s see how Product and Category Target Play Role in your Advertising Strategies
  40. 40. Defensive Strategy - Product Target Target own product ASIN's so customer sees our other products when they are on our page.
  41. 41. 7 K sales targeting own products
  42. 42. Gain Market Share - Product Target Target competitor ASINs aiming to get sales via their product pages.
  43. 43. Increase Market Share - Category Target Specific/ sub-category targeting customers shopping in a relevant category.
  44. 44. Increase Market Share - Category Target Target root category aiming to gain new customers.
  45. 45. Increase Market Share - Category Target Target Related product category.
  46. 46. Product Vs Category Target
  47. 47. Category Target Product Target Advertising Cost of Sale ( ACoS) IS HIGHER THAN
  48. 48. Category Target Product Target Impressions (p/m)Higher than
  49. 49. Category Target Product Target Sales (p/m) Higher than
  50. 50. Target ( £3.9:1) Product Target ( £4:1) Return on Ads Spend LOWER THAN
  51. 51. So, let conclude.
  52. 52. Work with product and category target ads alongside your keywords target ads In this example additional 13 k sales was raised in 6 months
  53. 53. ACoS can be lower like keywords targeted ads. In this example lowest ACoS is 8.58%
  54. 54. If keyword target ads are not generating good sales or no sales, it may be the right time to experiment product/category target ads
  55. 55. If you are working with non-English Amazon platform and lack language skills, product and category target ads acts as a less barrier.
  56. 56. Also, category and product target ads generate additional sales alongside your keywords targeted ads. CATEGORY PRODUCT KEYWORDS AUTOMATED
  57. 57. Any questions?
  58. 58. Checkout our full day Amazon Advertising and SEO training on April 2020 http://bit.ly/brightonseo101
  59. 59. Prabhat Shah DAYTODAYEBAY How to create Amazon Advertising campaigns without targeting any keywords @daytodayebay www.daytodayebay.co.uk

×