Simplify how your run Amazon Sponsored Products ads with Ignite by Seller Labs.

1. Amazon Sponsored
Products
Jeff Cohen & Brandon Checketts

2. Professional Seller
Conference
Join Us, May 2 & 3
Atlanta, GA
www.SellerLabs.com/Resonate

3. Poll Question:
Are You Currently Running
Sponsored Product Ads

4. Background
● Sponsored Products Terminology
● Match Types
● Campaign Organization
www.SellerLabs.com/PPC

5. Why Use Sponsored
Product Ads?

6. Sponsored Products Ads Helps You
● Generate sales for new products
○ Helps to obtain initial reviews
● Boost sales and BSR
○ “Halo Effect” increases search position, more organic sales
● Acquire customers, who will make repeat purchases
● SELL MORE STUFF!

7. Prominent Placement on Desktop Search

8. At the bottom of search results page

9. On Competitor's Product Detail Pages

10. On the Amazon Mobile Website

11. On the Amazon Mobile App

12. Campaign Organization

13. Campaign
Organization Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Groups
- Default Bid
Keyword/ Match Type
- Optional Bid
Product Ads
- ASIN/SKU
Campaign
Negative
Keywords
Negative
Keywords

14. Campaign Level
● Highest Level grouping inside
Sponsored Products
● Campaigns should be thought of as a
“container” or way to group products
and keywords into logical groups
● Targeting Type is specified
per-campaign
● Daily budget is specified
per-campaign
Campaign
- Daily Budget
- Auto or Manual
Targeting

15. Ad Group Level
● Ad Groups are another “container”
or way to group things
● Each campaign has one or more
Ad Groups
● The only other thing specified per-
Ad Group is the default bid
● Ad Groups contain Keywords and
Product Ads
Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Groups
- Default Bid

16. ● Each Ad corresponds to a product
● Ad is really only the Image + Title
● Other advertising platforms (ie:
Google Adwords) have more
options, but Amazon keeps it really
simple.
Product Ad Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Groups
- Default Bid
Product Ads
- ASIN/SKU

17. Keywords
● Words you tell Amazon are related to
your product
● When we use the term “Keyword”, it
always has to have a “Match Type”
next to it.
● If you don’t see a Match Type right
next to it, you are talking about a
User Search Term
Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Group
- Default Bid
Keyword/ Match Type
- Optional Bid
Product Ads
- ASIN/SKU

18. Negative Keyword
[BROAD] apple slicer
[NEGATIVE EXACT] purple
apple slicer
This means that we’ll bid on all
variations of “apple slicer”,
except “purple apple slicer”
Managed at ad group or
campaign level
Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Groups
- Default Bid
Keyword/ Match Type
- Optional Bid
Product Ads
- ASIN/SKU
Campaign
Negative
Keywords
Negative
Keywords

19. Sponsored Products Structure
Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Groups
- Default Bid
Keyword/ Match Type
- Optional Bid
Product Ads
- ASIN/SKU
Campaign
Negative
Keywords
Negative
Keywords

20. Keyword vs Search Terms

21. Keywords
● Words you tell Amazon are related to
your product
● When we use the term “Keyword”, it
always has to have a “Match Type”
next to it.
● If you don’t see a Match Type right
next to it, you are talking about a
User Search Term
Campaign
- Daily Budget
- Auto or Manual
Targeting
Ad Groups
- Default Bid
Keyword/ Match Type
- Optional Bid
Product Ads
- ASIN/SKU

22. User Search Terms
● Actual search terms
● These are the terms that a “buyer”
is actually using
● Multiple search terms will be related
to a single keyword

23. Explain Targeting Types
Automatic
Phrase
Exact
Broad
Manual
Auto

24. Auto Target Match
pampered chef
b0199sxmte
vitamin blade
potato peeler
potato cutter
apple corer
mandoline slicer
apple peeler
fruit peeler
pampered chef
chopper
● Amazon’s Algorithm picks keywords
based on your listing content,
competitor products, maybe Image
Recognition
● Only available to Auto-Targeted
Campaigns
● Easy, but often inaccurate and
expensive
Examples from our Auto Targeted Campaign
fruit cutter
peeler with grip
pie carrier
potato chopper
b01mqdal0a
gourmet chef
b00ezqqo8m
getting rid of love
handles

25. Broad Targeting
● Must include specified
keywords, but in any order
● May include other words
before, after, in between
● Often you’ll find poor
performing phrases that can be
used as negatives, or bid lower
Examples for: [BROAD] apple slicer
apple slicer
green apple slicer
apple slicer good quality
red slicer for apple
slicer for red apples
slice case for apple iphone 6s

26. Phrase Targeting
● Specified words must be
together
● Still includes slight misspellings,
plurals of specified words
● Other words before/after
● These are very useful and may
be as specific as you need
Examples for: [PHRASE] “apple slicer”
apple slicer
apple slicers
12 piece apple slicer
oxo apple slicer
chefn apple slicer
manual apple slicer and core removal
thin apple slicer
adjustable apple slicers
10 blade apple slicer
apple slicer press

27. Exact Targeting
● “Very Close Match” might be better
● Includes Plurals, misspellings,
prepositions
Examples for [EXACT] apple slicer
apple slicer
apple slicers
apples slicer
an apple slicer
appple slicer

28. KEYWORDS in red
SEARCH TERMS in Orange
EXACT includes only misspellings, plurals,
very minor variations
PHRASE must include the keyword next to
each other
BROAD includes all of the individual
words, but in different orders, and includes
other words.
[BROAD] apple slicer
[PHRASE] apple slicer
[EXACT] apple slicer
slicer for apples
apple corer slicer
slice case for apple iphone 6s
red apple corer slicer
red apple slicers
apple slicer metal
green apple slicers
8 piece apple slicer
apple slicer
apple slicers
appple slicer
apples slicer

29. Art & Science

30. Art
● No “right” way to run campaigns
● Hard to define a “step by step” process that
works for all use cases
● Need to set your own rules/goals and follow
them

31. Science
● Your campaign will collect data
● Analyze the data and make changes
● If you don’t have enough data, collect more.

32. Total Automation

33. Data Analysis

34. Sponsored Products Best Practices
Built Into a Tool

35. Ignite Ad Management Platform
● Easily Setup and Manage Campaigns
● Deeper Data - No More Spreadsheets
● Directly Integrates into Amazon’s System
● Provides Suggestions and Recommendations
● Organizes Campaign Management

36. Campaign
Creation & Organization

37. Our Recommendation For Getting Started
● Single Product (including variations)
● Auto Targeted Campaign (low bid)
● Manual Campaign
○ Broad
○ Phrase
○ Exact
● (There are lots of ways to build on this)

38. Starting Out - Things to Think About
● Avoid overlapping keywords
○ Apple Slicer - Don’t need Red Apple Slicer until data
tells you to
● Kick Start Manual Campaign with keyword
suggestions from Scope
○ Auto campaign will continue to learn new things
● Start keywords in Broad and move down the
funnel when data tells you.

39. Your First Campaign

40. Before Ignite
● Auto Targeting - Connect to ASIN
○ Let run for 7-10 Days
○ Manually pull search term report, look for winners
○ Create broad match keywords
● Takes 7-30 days
● Costs hundreds of dollars for 8-15 good keywords

41. First Campaign
● Auto targeted campaign with limited budget and low bid (optional)
● Manual targeted campaign with broad match keywords from your listing and
your competitors
○ Daily budget $25
○ Default bid $1.00
● Select a single Parent ASIN to get started
● Avoid keywords that overlap
○ Apple Slicer
○ NOT Red Apple Slicer
○ NOT Apple

42. Setting Up Your First Campaign

43. Set Campaign Types and Daily Budget

44. Ignite Auto Creates Ad Groups (Broad,Phrase,Exact)

45. Auto Suggest Keywords Based on Scope

46. Ignite Creates Everything in Seller Central

47. Getting Search Term Data - Manual

48. Getting Search Term Data - Manual

49. Getting Search Term Data - Manual

50. No More Downloads
No More Pivot Tables
Take Action Inside Your Data

51. Easy Access to Search Terms

52. On-Page Actions

53. Suggestions

54. How It Works
● Ignite makes suggestions based on ACoS Target
● Integrates search term report into the application
● Move keywords into Exact, Phrase and Broad Campaign
● Add negative keywords to the ad group or campaign
● Suggestions & recommendations are made for you to take action

55. Three Options with Each Suggestion

56. Move Keywords down the funnel

57. Negative Keyword Suggestions

58. Increase Your Bid

59. Decrease Your Bid

60. Archive Keyword

61. ● More suggestions are being added
● Allow time for data to collect
● Use the confidence/importance slider to see additional suggestions
Suggestions

62. Case Study

63. Case Study
Old Way New Way

64. Case Study
Old Way - Nov 15 - Feb 3
New Way - Feb 3 - Feb 20

65. Three Keys to Success
● Campaign Organization
● Keyword Selection
● Continuous Optimization

66. Bring On The Questions
30 Day Free Trial
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