#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.

1. Prabhat Shah
DAYTODAYEBAY
Amazon Sponsored Ads:
Beyond Basics
@daytodayebay
https://www.slideshare.net/daytodayebay

5. AGENDA
www.daytodayebay.co.uk
1 Sponsored Products Overview
2 Refine your keyword strategy
3 Measure ROI with performance reporting
4 Optimise campaigns performance

6. OVERVIEW
www.daytodayebay.co.uk

7. PLACEMENT - TOP, BOTTOM & RIGHT
www.daytodayebay.co.uk

8. PLACEMENT - PRODUCT DETAIL PAGE
TOP & BOTTOM OF SEARCH
RESULT
ON PRODUCT DETAIL PAGE
www.daytodayebay.co.uk

9. PLACEMENT - BELOW BUY BUTTON
www.daytodayebay.co.uk

10. PLACEMENT - HEADLINE AREA
www.daytodayebay.co.uk

11. KEYWORD STRATEGY
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12. USE AUTO ADS TO UNDERSTAND
SEARCH BEHAVIOUR
www.daytodayebay.co.uk

13. USE AUTOMATIC TARGETING TO FIND BEST
PERFORMING KEYWORDS & CONVERT TO MANUAL
TARGETING
www.daytodayebay.co.uk

14. KEEP AUTO ADS “ALWAYS ON” TO FIND RELEVANT
KEYWORDS CONTINUOUSLY
& ALSO TO APPEAR ON PRODUCT DETAILS PAGE
www.daytodayebay.co.uk

15. USE BID + FOR LOW ACoS
CAMPAIGNS
www.daytodayebay.co.uk

16. USE REVERSE ASIN TOOL TO FIND BEST
PERFORMING KEYWORDS
www.daytodayebay.co.uk

17. 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

18. REMOVE NON PERFORMING
KEYWORDS ONLY AFTER GOOD
SPEND
www.daytodayebay.co.uk

19. MEASURE ROI
www.daytodayebay.co.uk

20. ● 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

21. ● 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

22. OPTIMISE
www.daytodayebay.co.uk

23. 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

24. CREATE ONE AD GROUP PER ASIN
( Helps to get granular reporting )
● Search term report shows best performing
keywords per ASIN
www.daytodayebay.co.uk

25. RUN AUTOMATIC CAMPAIGNS
www.daytodayebay.co.uk
● Find Out Most Performing Keywords And Use
Them On Manual Campaigns

26. RUN AUTOMATIC CAMPAIGNS
● Auto Campaigns Appears On Product Details Page
Of Competing Products
www.daytodayebay.co.uk

27. OPTIMISE LISTINGS WITH PERFORMING KEYWORDS
www.daytodayebay.co.uk
● Opportunity for organic ranking
● Use keywords on Title, Key features, description
or search terms

28. 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

29. 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

31. 3rd PARTY CAN HELP MANAGE YOUR ADS
www.daytodayebay.co.uk

32. OPTIMISE - Amazon Marketing Services
www.daytodayebay.co.uk

33. HEADLINE SEARCH
www.daytodayebay.co.uk
● WORKS QUITE WELL FOR BRAND AWARENESS
● THEY ARE KEYWORD-TARGETED ADS ABOVE
SEARCH RESULTS

34. 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

35. 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

36. HEADLINE SEARCH
www.daytodayebay.co.uk
KNOW YOUR
ACoS
SWEETSPOT

37. PRODUCT DISPLAY
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● WORKS QUITE WELL TARGETING COMPETING
PRODUCTS

38. PRODUCT DISPLAY
www.daytodayebay.co.uk
● TARGET COMPLEMENTARY PRODUCTS
● TARGET INTEREST OPTIONS FOR BRAND
AWARENESS
● FOR YOUR NEW PRODUCTS - TARGET YOUR OWN
POPULAR PRODUCTS

39. PRODUCT DISPLAY
www.daytodayebay.co.uk
● TARGET MULTIPLE PRODUCTS TO
INCREASE CHANCE OF VISIBILITY
● ADVERTISE A VENDOR POWERED
COUPON

40. 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

41. Prabhat Shah
DAYTODAYEBAY
Amazon Sponsored Ads:
Beyond Basics
@daytodayebay
www.daytodayebay.co.uk