Sponsored Products is a type of Amazon advertising that allows you to place ads for your products in search results and on product detail pages. Sponsored Products ads are cost-per-click (CPC), meaning you only pay when a customer clicks on your ad.
What is Amazon Advertising Sponsored Products?
Amazon Advertising Sponsored Products is a pay-per-click (PPC) advertising program that allows sellers to promote their products in Amazon search results and on product detail pages. When a customer clicks on a Sponsored Products ad, the seller pays Amazon a fee.
Where do sponsored product ads show on Amazon?
Sponsored product ads can appear in the following places on Amazon:
- Search results: When a customer searches for a product on Amazon, sponsored product ads may appear above, below, or alongside the organic search results.
- Product detail pages: When a customer views the product detail page for a product, sponsored product ads may appear in the “Sponsored Products Related to This Item” section.
- Other pages: Sponsored product ads may also appear on other pages on Amazon, such as the homepage, category pages, and brand pages.
How to create Amazon Advertising Sponsored Products campaign
- Create an Amazon Seller Central account.
- Enroll in Amazon Advertising.
- Create a Sponsored Products campaign.
- Choose the products you want to advertise.
- Set your budget and bidding strategy.
- Create your ad creative.
- Launch your campaign.
Segmentation of Amazon Advertising Sponsored Products
Segmentation allows you to divide your Sponsored Products campaigns into smaller groups based on factors such as product category, keyword match type, or bidding strategy. This can help you to better manage your campaigns and optimize your performance.
There are two main types of segmentation:
- Manual segmentation: With manual segmentation, you choose the criteria that you want to use to segment your campaigns.
- Automatic segmentation: With automatic segmentation, Amazon segments your campaigns for you based on factors such as product performance and search query data.
Match types
Match types control how closely your ad matches a customer’s search query. There are three main match types:
- Close match: Close match ads are displayed for searches that match the exact keywords in your ad, plus close variants and synonyms.
- Broad match: Broad match ads are displayed for a wide range of searches, including searches that contain your keywords, as well as related keywords and phrases.
- Phrase match: Phrase match ads are displayed for searches that include the exact phrase in your ad, as well as close variants and synonyms.
Substitute keywords
Substitute keywords are keywords that Amazon may use to display your ad, even if the customer’s search query doesn’t exactly match your keywords. Substitute keywords are based on factors such as product relevance, search history, and customer behavior.
Negative keywords
Negative keywords prevent your ad from being displayed for irrelevant search queries. This can help you to reduce your CPC and improve your campaign performance.
How to choose the right segmentation and match types for your Sponsored Products campaign
The best segmentation and match types for your Sponsored Products campaign will depend on your specific goals and budget. If you are new to Amazon advertising, it is a good idea to start with simple segmentation and match types. Once you have a better understanding of Amazon advertising, you can experiment with more complex segmentation and match types.
Here are some additional tips for choosing the right segmentation and match types for your Sponsored Products campaign:
- Consider your goals: What do you want to achieve with your advertising campaign? Do you want to increase sales, drive brand awareness, or launch a new product? Once you know your goals, you can choose the right segmentation and match types.
- Set a budget: How much money are you willing to spend on advertising? It is important to set a budget before you start advertising so that you can track your spending and ensure that you are getting a return on your investment.
- Choose your keywords carefully: When you create a Sponsored Products campaign, you need to choose the keywords that you want your ads to appear for. It is important to choose keywords that are relevant to your products and that have a good search volume.
- Track your results: Once you have launched your advertising campaign, it is important to track your results so that you can see what is working and what is not. Track metrics such as CPC, click-through rate (CTR), and conversion rate.
By following these tips, you can choose the right segmentation and match types for your Sponsored Products campaign and achieve your marketing goals.
Tips for creating effective Sponsored Products campaigns
- Choose the right keywords: When you create a Sponsored Products campaign, you will need to choose the keywords that you want your ads to appear for. It is important to choose keywords that are relevant to your products and that have a good search volume.
- Write clear and concise ad copy: Your ad copy should be clear, concise, and persuasive. It should also be relevant to the keywords you’re targeting.
- Use high-quality images: Your product images should be high-quality and visually appealing. They should also be relevant to your products and your target audience.
- Set a competitive bid: When you set your bid, you need to consider the competition for the keywords you’re targeting. If you set your bid too low, your ads may not be displayed. If you set your bid too high, you may be overpaying for clicks.
- Track your results: Once you have launched your campaign, it is important to track your results so that you can see what is working and what is not. Track metrics such as CPC, click-through rate (CTR), and conversion rate.
Sponsored Products campaigns can be a very effective way to increase sales and drive traffic to your product listings. By following the tips above, you can create effective Sponsored Products campaigns that will help you to achieve your business goals.
Here are some additional tips for optimizing your Sponsored Products campaigns:
- Use negative keywords: Negative keywords prevent your ads from appearing for irrelevant search queries. This can help you to reduce your CPC and improve your campaign performance.
- Use product targeting: Product targeting allows you to target specific products with your ads. This is a good option if you want to promote specific products or compete with specific competitors.
- Use automated bidding: Automated bidding allows Amazon to set your bids for you based on your budget and goals. This can save you time and improve your campaign performance.
- Use campaign segmentation: Campaign segmentation allows you to divide your Sponsored Products campaigns into smaller groups based on factors such as product category, keyword match type, or bidding strategy. This can help you to better manage your campaigns and optimize your performance.
Should I buy sponsored products on Amazon?
Whether or not you should buy sponsored products on Amazon depends on your business goals and budget. Sponsored products can be a very effective way to increase sales and drive traffic to your product listings. However, it is important to set a budget and track your results carefully to make sure that you are getting a return on your investment.
Here are some things to consider when deciding whether or not to buy sponsored products on Amazon:
- Your business goals: What do you want to achieve with your advertising campaign? Do you want to increase sales, drive brand awareness, or launch a new product?
- Your budget: How much money are you willing to spend on advertising?
- Your competition: How competitive is the market for the keywords you’re targeting?
- Your product margins: How much profit do you make on each sale?