The document provides information about Amazon pay-per-click (PPC) advertising. It discusses that Amazon PPC allows advertisers to pay only when shoppers click on their ads. It also provides tips for advertisers on how to control ad spend, launch new products, boost product visibility, and promote seasonal products using Amazon PPC. Additionally, it describes different types of Amazon PPC ad campaigns including sponsored display, sponsored brands, and sponsored products.

1. it is an advertising model in which advertisers pay
a fee to Amazon when a shopper clicks on their ad
(pay-per-click).
Credits - Amazon
Amazon PPC

2. Why Amazon PPC is so
Important ?
CONTROL YOUR AD SPEND
PPC method ensures that you only pay for
Amazon Ads that are actually clicked on.
LAUNCH NEW PRODUCT
Reached targeted audience in a streamlined
and cost-effective manner while affording
them the opportunity to serve their
customer's desires and important needs.
BOOST PRODUCT VISIBILITY
Display your ads in relevant searches and
make your product easier to be discovered.
SHOW ON ANY DEVICE
Show your Ads on any device – desktop and
mobile.
CLEAR OLD STOCK
Boost visibility and move your old stock.
PROMOTE TIME-SENSITIVE OR
SEASONAL PRODUCTS
For seasonal products, choose an end date
because helps you in case you will get busy
with another project so that you do not have
to spend dollars without realizing it.

3. Campaign Ad Types
SPONSORED DISPLAY
Sponsored Display helps you
to reach the right audience for
your business in addition to
those actively shopping on
Amazon. Available to
professional sellers enrolled in
Brand Registry, vendors, and
agencies with clients selling
on Amazon
Credits: Amazon
SPONSORED BRANDS
Sponsored Brands are cost-per-click
(CPC) ads that feature your brand
logo, a custom headline, and
multiple products. Available only to
Brand Registered Accounts and help
to build more brand awareness
because of added placement
Credits: Amazon.com
SPONSORED
PRODUCTS
Sponsored Products are cost-
per-click (CPC) ads that
promote individual
product listings on Amazon.
Available to most types of
sellers(FBA, FBM, RA &
Wholesalers.
Credits: Amazon.com

4. AUTOMATIC TARGETING
Amazon decides when to display your
product ad based on the keywords
identified from the title, description,
and other sections from your product
listing.
The easiest way to get started
Less control over your campaign
Campaign Purpose

5. MANUAL TARGETING
Create your own campaigns and Ad
groups
Takes more time and to set up and
optimize
Full control over your campaign
Campaign Purpose

6. PRODUCT TARGETING
Lets you target specific products,
brands, categories, or other product
features that are similar to your
sponsored products.
Target your competitor's product for
your own great offense.
Target your own product for your great
defense.
Campaign Purpose

7. Campaign Purpose
CATEGORY TARGETING
Target product details pages with high
traffic to build traffic to your listings.

8. CONSTANT EVOLUTION!
Campaign Structure

9. CLOSE MATCH
Amazon will show your ads to customers if
your Search Term is similar/same category
of your product.
Example: Gel Nail polish - Your product is
displayed when a shopper searches a term
like "gel nail polish sets and gel nail polish
red".
LOOSE MATCH
Amazon will show your ads to customers if
your Search Term is loosely related to your
product.
Example: Sewing kit - Your product is
displayed when a shopper searches a term
like "needles, thread, thimble and
measuring tape.
Automatic Targeting Types

10. SUBSTITUTES MATCH
Amazon will show your ads to customers who use detail
pages of products similar to yours. Substitutes are targeted
to shoppers considering products that are substitutes for
your items, often the same type of product sold by a
different brand
Example: Cetaphil Facial Cleanser- Your products may serve
when a shopper searches for your competitor's brand with
the term "Aveeno Facial Cleanser".
COMPLEMENT MATCH
Amazon will show your ads to customers
who viewed the detail pages of products
that complement your own.
Example: Athletic Socks - Your products
may appear on product pages for tennis
shoes or running gear.
Automatic Targeting Types

11. Manual Keyword Targeting Match Types
SAMPLE:
BROAD
It's a Search Terms that contains all
components of your keyword in any
order.
PHRASE
It's a Search Terms that contains all
components of your keyword in the
same order.
EXACT
It's a Search Terms that match your
keyword word by word (same word
order and same components)
including plural and conjunctions.

12. It is essentials in terms of Organization and it's easy to
identify, analyze, and manage your campaign if it's
properly name.
Importance of Proper Campaign Naming Convention
CAMPAIGN NAMING CONVENTION
Product Name
Campaign Type
Product Targeting Type
Match Type
Target ACOS
Examples:
Silicon Spatula - SP - Manual Exact - 30

13. Amazon campaign structures
help the sellers to keep their
efforts organized, but they also
aid in enabling sellers to
analyze data in a way that
allows for actionable insights to
be uncovered and optimization
strategies to be developed.
Credits: Amazon
Importance of Campaign Structure

14. Campaign Structure
Most Campaign Structure ADVANTAGE
Neat and orderly
Less scattered
DISANVANTAGE
You can't control the
campaign individually
Incapable to allocate a
specific budget per add
group
Any campaign level
adjustment will affect all the
Ad groups

15. Campaign Structure
Recommended Campaign
Structure
ADVANTAGE
Easy to analyze and see if
the campaign is performing
or not
You can monitor your
budget and campaign
visibility
DISANVANTAGE
You can control the
campaign individually
Time-Consuming because
needs to create multiple
individual campaigns.
It's overwhelming as you
scale and when it's too many

16. Today's Agenda
Amazon PPC Objectives
Retail Readiness
Keyword Research - Sample of
Campaign Strategy
Sample Audit - Search Term Report
Sample - Placement Report
Sample of my Dashboard Report

17. Amazon PPC Objectives
DRIVE SALES/CONVERSION - INCREASE PROFIT
DRIVE BRAND AWARENESS - INTRODUCE YOUR
PRODUCT IN THE MARKET (PRODUCT LAUNCH)
CONTROL YOUR AD SPEND

18. Retail
Readiness
WHY DO WE NEED TO CHECK
IT? RETAIL READY LISTING
GETS THE BENEFITS OF THE
FOLLOWING:
Increased PPC Efficiency
Easy to advertise in the market
Balance Paid and Organic Sales

19. RETAIL
READINESS
6 images and 1 Video
Image 1 - Hero Image (Product
Main Image)
Image 2 & 3 - Product Details
Image 4 & 5 - Infographics
Image 6 - Lifestyle Image
Images
RETAIL
READINESS
CHECHECKLIST
Remember: Products that don't have images don't sell.
Highest Search Volume
Amazon allows 200 character
MOBILE OPTIMIZED - 1st 80
Characters should be enticing
No Keyword Stuffing
NO Special Characters
Can include Brand Name
Title - Should be clear concise and
include quantity

20. RETAIL
READINESS
Positive Reviews improve
Product Conversion
90% of online shoppers read
product reviews & these
reviews influence their
purchase decisions.
Reviews and Ratings
As the customer, the price and
shipping information is very
important when making
purchase decisions.
Price & Delivery
RETAIL
READINESS
CHECHECKLIST

21. RETAIL
READINESS
Cheapest Price
Fastest Shipping
Higher/ Better Seller Rating
Buybox - Winning Buy Box meaning
that Amazon A9 made a decision
using the following:
We might spend on clicks but it
will be less likely to convert not
unless the buyer is willing to
wait
Inventory / Stocks
RETAIL
READINESS
CHECHECKLIST

22. KEYWORD RESEARCH
is a practice search engine
optimization professionals use
to find and research search
terms that users enter into
search engines when looking
for products, services, or
general information.
Credits: Wikipedia

23. SAMPLE
OF
CAMPAIGN
STRATEGY

24. POSSIBLE REASONS:
low search volume
very low bids
low budget
Irrelevant
How
to
trouble
shooot
it
Keyword has low impressions and clicks
SUGGESTED ACTIONS:
Increase budgets
Increase bids slowly
change Match types

25. POSSIBLE REASONS:
not showing up in a prime position
it's not the product that they're looking for
Irrelevant keyword
Listing is not optimized
How
to
trouble
shooot
it
Keyword has low clicks and low
conversions
SUGGESTED ACTIONS:
Increase bids as competitors might be
outbidding you
check your listings

26. POSSIBLE REASONS:
reviews, images, listings are not good
Price is too high
Competitive Target
How
to
trouble
shooot
it
Keyword has high clicks and low
conversions
SUGGESTED ACTIONS:
Optimize Listings
decrease bids or pause the keyword

27. POSSIBLE REASONS:
High Competition
Bid is too high
How
to
trouble
shooot
it
Keyword has high conversions and high
ACOS
SUGGESTED ACTIONS:
lower the bids
pull from Broad / Phrase into Exact Campaign

28. POSSIBLE REASONS:
Very Relevant keyword
Optimized listing
How
to
trouble
shooot
it
Keyword has high conversions and low
ACOS
SUGGESTED ACTIONS:
increase the bids

29. Sample Audit of Search Term Report
3 + ORDERS - CONVERTING ASINS & KEYWORDS STRATEGIES
Launch separate campaign for keywords and product targeting with manual campaign type and with exact match
types. The goal is to be agressive for the search terms that are already working and tested.

30. Sample Audit of Search Term Report
1 - 2 ORDERS - CONVERTING ASINS & KEYWORDS STRATEGIES
Launch separate campaign for keywords and product targeting with manual campaign type and with phrase and
broad match types. The goal is to be conservative for the search terms that only have 1 to 2 sales and it hasn't
proven itself.

31. Sample of Placement Report
AS PER THE BELOW SAMPLE DATA, THE FIRST PAGE TOP OF SEARCH ON
AMAZON IS THE MOST PROFITABLE PLACEMENT

32. Sample of Search Term Report Dashboard

33. Sample of Placement Report Dashboard

34. Sample of Advertised Product Report Dashboard

35. Let's
work
together!
MY GUIDING PRINCIPLES
"Knowledge is power and Experience is
the Best Teacher but if you don't have the
right attitude you will not be successful".
What I lack in experience right now in
PPC, I make up for with knowledge and
the right attitude.
If you want, I can provide you a free audit
for your account. If it works and gets a
result, we can talk about my services, but
if not, you do not need to pay me. Just
send your Search Term Report for the
last 60 days then I will send it back to you
in the next couple of days.

36. You can contact me also in my social media
accounts.
FACEBOOK
https://www.facebook.com/roch
elle.rivera.524/
LINKEDIN
www.linkedin.com/in/rochelle-
rivera
SKYPE
ceejay1303@yahoo.com.
Find Me