Amazon PPC Training Guide for 2021

How to create an automatic-targeting sponsored product advert

1 – Log in to Amazon Seller Central and choose Advertising > Campaign Manager.

 

2 – Scroll beneath the graphs and click on on the yellow “Create marketing campaign” button

 

3 – Choose the grey sponsored merchandise advert “Create” button

4 – Next, fill within the data on the Settings part of the Create marketing campaign web page

 

Campaign identify
Choose a reputation for your marketing campaign. The identify may be something that helps you bear in mind the aim of the marketing campaign. We advocate naming your marketing campaign after the product, after which utilizing the Ad Group identify with the marketing campaign sort and product’s variations, if any (see beneath).

Date
Select the beginning and finish date for your marketing campaign. If you need your marketing campaign to run indefinitely, go away the top date discipline clean.

Daily finances
Amazon means that you can set the utmost sum of money you need to spend on advertisements per day. According to Amazon, in case your advert spend is available in beneath the set quantity on the finish of a day, the leftover quantity can be utilized to extend advertisements by 10% on a later date in the identical month.

Also, advert prices are charged both a) while you attain $500 in whole advertisements or b) on the first of the month.

The value for your advertisements are taken instantly out of your account stability, and should you don’t have sufficient funds in your account to cowl the price of your advertisements, Amazon costs the bank card you placed on file on the time of registration.

Targeting

Choose “automated” for an automatic-targeting sponsored product advert.

5 – Choose your marketing campaign bidding technique

There are three sorts of campaign-bidding methods for automatic-targeting sponsored product advertisements.

Dynamic bids – down solely
Amazon lowers bids in actual time while you’re much less prone to make a sale. This prevents your advert from displaying up on irrelevant product searches.

Dynamic bids – up and down
In addition to reducing your bid as a ‘down solely’ bid would, in case your automatic-targeting sponsored product is extra prone to convert, Amazon will enhance the value of your bid by 10%.

Fixed bids
You set your bid and Amazon doesn’t change it – except you select to regulate it.

6 – Create an advert group

 

On the identical ‘Create marketing campaign’ web page, enter the next data:

Ad group identify
Your advert group identify represents the merchandise sharing the identical bids and finances. Again, the identify may be something, however ideally it ought to assist you to bear in mind the aim of the advert group. We advocate that you simply identify your advert group after the kind of marketing campaign (automated or guide), plus the product’s variation. 

Naming instance: 

• Campaign identify: bamboo skewers
• Ad group: automated – 50-pack

Products
Select the merchandise that you simply want to promote. We advocate deciding on just one product per advert group when you’re beginning out. 

7 – Set your bids

There are two methods to set bids for automatic-targeting sponsored product advertisements:

Set default bid
If you want to make issues straightforward for your self, you may set a default bid for all sorts of matches. Amazon suggests $0.75 to start out, whatever the product. However, we advocate bidding somewhat extra aggressively while you’re first beginning out (bidding as excessive as $1.50 to $2.00) to make sure early gross sales.

Set bids by focusing on group
For extra superior automatic-targeting, you may choose bids by focusing on group, inserting totally different quantities for every technique.

The 4 sorts of automatic-targeting bid methods are:

• Close match. This reveals your sponsored product advert to those that use search phrases carefully associated to your merchandise. For instance, in case your product is a “black, 48-inch broadsword”, your product would present up in searches for “black broadsword” or “48-inch broadsword”.
• Loose match. This reveals your sponsored product advert to those that use search phrases loosely associated to your merchandise. For instance, in case your product is a “black, 48-inch broadsword”, your product would present up in searches for “sword” or “medieval weapon.”
• Substitutes. This reveals your sponsored product advert to consumers who view element pages of merchandise much like yours. For instance, in case your product is a “black, 48-inch broadsword”, your product would present up on element pages for “silver, 48-inch broadsword” or “black, 52-inch broadsword.”
• Complements. This reveals your sponsored product advert to consumers who view element pages of merchandise that complement yours. For instance, in case your product is a “black, 48-inch broadsword”, your product would present up on element pages for “massive, metal protect” or “leather-based sheath for sword.”

You can set totally different values for every of the bid methods. Amazon makes suggestions for these bids primarily based on comparable sellers’ bid quantities.

8 – Optional: add adverse focusing on key phrases

 

If you don’t need your product to indicate up in sure key phrase searches, you may add these key phrases to the automatic-targeting checklist. When beginning out, we advocate that you simply go away the checklist clean.

Later, we’ll present you how one can add in poor and excessive performing phrases to this checklist.

9 – Launch marketing campaign

Be certain to double examine all your data. Then, when you’re prepared, click on the yellow ‘Launch marketing campaign’ button on the backside of the web page. You may also save your draft if you should come again to the itemizing later. 

It normally takes half-hour to an hour for your advert to premiere on Amazon.

How to optimize automatic-targeting sponsored product advertisements

Once you’ve had your automatic-targeting sponsored product advert working for at the least every week, you’ll need to evaluation the info and make any obligatory modifications.

1 – Return to your automated marketing campaign

Return to Seller Central > Advertising > Campaign supervisor. Scroll down beneath the graphs and discover the promoting marketing campaign you want to alter. Then, choose the advert group you want to optimize.

 

2 – Review the info

In your advert group, you might have data you may immediately evaluation that can assist you get a snapshot of how effectively your automatic-targeting sponsored product advert is performing.

1. Spend. This is the quantity you’ve spent on promoting for this particular marketing campaign within the specified date vary (within the case above, the final 30-days).
2. Sales. This is the overall gross sales you’ve made for the product, associated on to the sponsored product advert marketing campaign within the specified date vary. This worth doesn’t embrace natural gross sales or gross sales made utilizing different advert campaigns associated to the product.
3. ACoS (Advertising Cost of Sales). This proportion comes out of your advert spend divided by your direct gross sales for the marketing campaign. 
4. Impressions. This is the variety of instances consumers noticed your advert within the specified date vary.
5. Add metric. You can add extra metrics to the above graph, together with: Clicks, Cost-per-click (CPC), Clickthrough price (CTR), and Orders.
6. Itemized product checklist. All of the merchandise which are part of the advert group are listed on the backside of the web page. Each itemized product itemizing has its personal collection of columns displaying metrics for the chosen date vary.
7. Columns. Similar to the Add metric characteristic, you may add extra columns to your merchandise strains. You can add Impressions, Clicks, Clickthrough price (CTR), Cost-per-click (CPC). You may also reset the columns to default.
8. Date vary. You can change the dates to indicate totally different intervals of time. The choices are: 
9. Export. If you want to save the info for your advert group, you may export the data right into a downloadable CSV.
10. Additional choices. At the highest of the graph are the next choices:
    • Targeting. Automatic focusing on focuses on key phrases and search phrases chosen by Amazon. As such, there aren’t any changes to be made. However, you should utilize this display to obtain a report of the shopper search phrases and key phrases that resulted in a sale.
    • Negative focusing on. Any key phrases that you simply particularly don’t need Amazon to focus on present up on this checklist. You can take away or add new adverse key phrases as wanted.
    • Search phrases. All of the key phrases that Amazon focused for your advert, and that clients clicked on, are displayed right here. Like the opposite graphs and lists, this data is customizable.

 

• • Ad group settings. Here, you may change the group identify and your default bids.
  • History. Any modifications you’ve made to the respective marketing campaign throughout the specified date vary are proven right here.
  • Advertising experiences. To view a full checklist of the search phrases and key phrase phrases clients clicked on inside your marketing campaign, run an promoting report. It takes roughly half-hour for Amazon to create your promoting report. Then, as soon as the report is created, it seems beneath this tab.

3 – Create an promoting report

After you’ve had an opportunity to evaluation the broad information for your automatic-targeting sponsored advert, run an promoting report. The promoting report creates an .xlxs (Excel spreadsheet) with information from all your promoting campaigns.

 

1. Select ‘Sponsored merchandise’
2. Create a ‘Search time period’ report sort
3. Select ‘Summary’
4. Run a report for the final month (or any time that’s related to your marketing campaign)
5. Name your marketing campaign
6. Deliver your marketing campaign each time it really works greatest for you
7. Click the yellow ‘Run’ report button.
8. Go to ‘History’
9. Download your report and open it

4 – Review your promoting report

 

The promoting report has loads of necessary information in regards to the key phrases and search phrases Amazon clients utilized in relation to your automatic-targeting sponsored product advert. 

Focus on the next columns:

• Customer search time period. This is the precise time period that an Amazon buyer used to seek out your product.
• Total promoting value of gross sales (ACoS). Your ACoS is the proportion of the overall gross sales made, associated to the key phrase spent on advertisements. 
• 7-day conversion price. Your conversion price is the variety of gross sales made with seven days, divided by the variety of impressions your sponsored product advert obtained in the identical time-frame.

5 – Create a listing of poor performing key phrases

Look for key phrases in your search time period report which are performing poorly. We advocate deciding on key phrases which have had greater than 10 clicks, and a excessive ACoS or low 7-day conversion price. 

To decide your ACoS threshold, contemplate the revenue margin made in your product after charges and prices of products bought are deducted.

If your ACoS is lower than the revenue margin, then it’s a good ACoS. But if the ACoS for that key phrase is larger than your revenue margin, it’s possible you’ll want to place the key phrase into the negative-targeting key phrase checklist for your automatic-targeting product advert group.

We goal for conversion charges round 10% for merchandise priced between $18-$25. For larger priced merchandise, you may contemplate a decrease conversion price.

Once you already know which phrases are performing poorly, create a listing. Then, add these key phrases to the negative-targeting key phrases tab beneath the advert group.

 

Once added to the adverse focusing on key phrases checklist, Amazon is not going to show your automatic-targeting product advert in searches for that key phrase.

6 – Create a listing of high-performing key phrases

Using the identical report, look for high-performing key phrases. A high-performing key phrase is any key phrase that has at the least 10 clicks and is at or beneath your threshold for ACoS or conversion charges.

Once you might have your checklist of high-performing key phrases, add these key phrases to your present manual-targeting sponsored product advertisements associated to that product (we element how to do that beneath). 

In addition, add the key phrases to your adverse focusing on key phrase checklist. You don’t need to have your under-optimized automatic-targeting sponsored advert marketing campaign focusing on the identical phrases as your guide campaigns.

7 – Continue to run your automatic-targeting sponsored advert

After optimizing your automatic-targeting sponsored advert, proceed to run it for one other week. At the top of the second week, repeat the identical course of.

As the advert matures, you’ll proceed to seek out extra helpful key phrases for you so as to add to your manual-targeting sponsored advert campaigns.

Manual-targeting sponsored product advertisements

Before you launch your first manual-targeting sponsored product advert, you’ll must carry out key phrase analysis.

How to carry out key phrase analysis for manual-targeting sponsored product advertisements utilizing Keyword Scout

1 – Log onto Jungle Scout — an all-in-one platform for promoting on Amazon — and choose Keywords > Keyword Scout

 

2 – Perform a search in Keyword Scout

There are two methods to go looking for related key phrases utilizing Keyword Scout. 

First, you may carry out a search utilizing a associated key phrase. 

 

The second sort of key phrase search you may carry out is named a ‘Reverse ASIN lookup.’

With the sort of search, you enter the ASIN of one in all your competitor’s merchandise. Then, Keyword Scout reveals the key phrases for which your competitor’s product is rating.

 

You can evaluation the info for every of the key phrases Keyword Scout suggests, together with:

• 30-Day search Volume (Exact). This is the variety of instances Amazon consumers entered the precise time period whereas performing a search on Amazon.
• 30-Day Trend. This is the rise in searches for a specific search time period during the last 30 days, in comparison with the earlier 30-day interval.
• 30-Day Search Volume (Broad). This is the variety of instances Amazon consumers entered search phrases carefully associated to the given search time period whereas performing a search on Amazon.
• Dominant Category. This is the class wherein the search time period seems probably the most usually.
• Recommended Promotions. When creating promotions for newly launched merchandise, that is the variety of discounted merchandise or coupons we advocate gifting away per day.
• HSA Bids. This is the typical bid present sellers are utilizing to make their sponsored model advertisements seem on the prime of Amazon searches associated to the respective key phrase.
• PPC Bid (Exact). This is the typical bid present sellers are utilizing to make their sponsored product advertisements seem on the prime of Amazon searches utilizing the precise key phrase.
• PPC Bid (Broad). This is the typical bid present sellers are utilizing to make their sponsored product advertisements seem on the prime of Amazon searches utilizing carefully associated key phrases.

3 – Create a key phrase checklist

Click the ‘obtain CSV’ button on the proper facet of Keyword Scout, above the key phrase checklist. This creates a spreadsheet the place you may arrange the info based on your wants.

When you create a manual-targeting sponsored product advert, you may reduce and paste instantly from this checklist.

How to create manual-targeting sponsored product advertisements (key phrase focusing on)

1 – Create a brand new advert marketing campaign

Repeat steps 1 – 6 described in “How to create automatic-targeting sponsored product advertisements”, however select ‘Manual’ for within the Targeting part as a substitute of ‘Automatic’.

2 – Set focusing on

Within guide, there are two sorts of focusing on technique: key phrase focusing on and product focusing on. For this advert, choose key phrase focusing on.

Keyword focusing on
With this technique, you bid on key phrases to offer your product the next place in related Amazon searches.

Product focusing on
With this technique, you bid on classes, or associated particular person merchandise, to grant your product a place inside competitor element pages or in related Amazon searches.

3 – Add key phrases to your manual-targeting sponsored product marketing campaign

 

There are 3 ways in which you’ll add key phrases to your keyword-targeting sponsored product advert campaigns.

Related
Amazon suggests key phrases for you associated to your product. You can add the entire key phrases on the identical time or you may add them “a la cart”. Plus, you may differentiate the Match sort for every of the key phrases.

Be certain to evaluation the phrases and take away any that you simply really feel are unrelated.

Enter checklist
You select and enter your key phrases. This is the place you place the key phrases that you simply generated with Jungle Scout’s Keyword Scout.

Upload file
Here, you may create a .CSV (spreadsheet) file and add all your key phrases routinely. Amazon provides a downloadable template to make use of for this technique.

4 – Adjust beginning bids for your key phrases

 

After you add key phrases into the keyword-targeting window, Amazon shows the key phrases in the correct column with the chosen match varieties and recommended bids.

You can alter the bids as you see match.

When beginning out, we advocate adjusting your bids up so as to seize extra early gross sales, as Amazon’s recommended bids are usually considerably conservative. 

5 – Launch marketing campaign

Be certain to double examine all your data. Then, when you’re prepared, click on the yellow ‘Launch marketing campaign’ button on the backside of the web page. You may also save your draft if you should come again to the itemizing in a while. 

It normally takes half-hour to an hour for your advert to premiere on Amazon.

How to create product-targeting manual-targeting sponsored product advertisements

1 – Create a brand new advert marketing campaign

Repeat steps 1-2 described in “How to create keyword-targeting manual-targeting sponsored product advertisements”, however select ‘Product focusing on’ within the Targeting part.

2 – Input default bid 

Set your default bid for you product-targeting manual-targeting sponsored product advert marketing campaign.

3 – Target classes

If you’re focusing on classes for your product-targeting advert, you should utilize those Amazon suggests or you may search for your personal.

4 – Target particular person merchandise

 

In the identical advert group, you may goal particular person merchandise as effectively. Select a number of merchandise in Amazon’s catalog that you simply really feel are associated to your product.

5 – Review the classes and particular person merchandise on the backside of the web page

 

After you’ve chosen classes and particular person merchandise to focus on, you may evaluation the data. Amazon provides recommended bids which you’ll match, or you may set your personal bids should you them to be larger or decrease than the default bid.

6 – Launch marketing campaign

Be certain to double examine all your data. Then, when you’re prepared, click on the yellow ‘Launch marketing campaign’ on the backside of the web page. You may also save your draft if you should come again to the itemizing later. 

It normally takes half-hour to an hour for your advert to premiere on Amazon.

How to optimize manual-targeting product advertisements

1 – Run an promoting report

Repeat steps 1-2 detailed within the part “How to optimize automatic-targeting product advertisements.” Then, click on on the Targeting tab.

 

2 – Review your key phrase efficiency

Scroll beneath the graph. There, you may evaluation how effectively every of the key phrases in your manual-targeting marketing campaign sponsored product advert are performing.

 

Similar to automatic-targeting campaigns, look for key phrases with at the least 10 clicks, and which have an ACoS larger than your threshold. 

We advocate the next technique:

• If your ACoS is larger than 100%, mark the key phrase inactive. The key phrase will not be related or could also be too aggressive.
• If your ACoS is above your threshold however not too excessive, alter the bid for the key phrase down.
• If your key phrase doesn’t have any impressions or clicks, contemplate adjusting the bid for your key phrase up.

3 – Add in any newly found key phrases

Repeat the key phrase analysis course of described above, utilizing Jungle Scout’s Keyword Scout, to seek out new key phrases. In addition, add any new key phrases you found after working a report for your automatic-targeting search time period report.

4 – Add poorly performing key phrases to your adverse key phrases

Any poorly performing key phrases you found throughout your manual-targeted key phrase marketing campaign may be added to your adverse keyword-targeting checklist. This will forestall Amazon (and also you) from promoting for these key phrases for that specific marketing campaign.

How to create sponsored model advertisements

1 – Log in to Amazon Seller Central and choose Advertising > Campaign Manager.

2 – Scroll beneath the graphs and click on on the yellow ‘Create marketing campaign’ button.

3 – Choose the grey sponsored model advert ‘Create’ button.

 

4 – Fill within the data on the Settings part of the Create marketing campaign web page.

 

Campaign identify
Choose a reputation for your marketing campaign (something you need) that helps you bear in mind the aim of the marketing campaign. We advocate naming your marketing campaign after the product after which utilizing the advert group identify as the kind of marketing campaign and product’s variation (see beneath).

Date
Select the beginning and finish date for your marketing campaign. If you need your marketing campaign to run indefinitely, go away the end-date discipline clean.

Daily finances
Amazon means that you can set the utmost sum of money you want to spend on advertisements in in the future. According to Amazon, in case your advert spend is available in beneath the set quantity, the quantity can be utilized to extend advertisements by 10% on a later date in the identical month.

Also, advert prices are charged both a) while you attain $500 in whole advertisements or b) on the first of the month. The value for your advertisements are taken instantly out of your account stability, however should you don’t have sufficient in your account to cowl the price of your advertisements, Amazon will cost the bank card you placed on file on the time of registration.

Landing web page
Amazon provides two decisions for the place consumers land after they click on in your sponsored model commercial.

• Amazon Store. If you’ve created an Amazon storefront, your commercial can direct clients to the shop.
• New product checklist web page. Alternatively, Amazon can routinely create a web page itemizing the entire merchandise represented by your sponsored model advert.

5 – Select the merchandise for your advert

You should choose three or extra merchandise to indicate up within the sponsored model advert. If you chose ‘new product checklist web page’ for your touchdown web page, these are the merchandise that can present up in your touchdown web page as effectively.

 

6 – Edit the looks of your sponsored model advert

Amazon means that you can add particulars to your sponsored model advert.

 

Logo
You can add your model’s brand, which can seem on the far proper facet of your advert.

Headline
You can add a brief 50-character headline. The headline should comply with Amazon’s pointers:

• No typos, misspellings, and/or grammar errors.
• Avoid extreme punctuation equivalent to “!!!” or “?!”
• Avoid random punctuation equivalent to “Your. headline.”
• Avoid additional spacing equivalent to “Y o u r h e a d l i n e.”
• Sentence case is really helpful.

In addition, Amazon will reject any headlines that boast gross sales numbers, best-seller rating standing, and so on.

Custom picture
Amazon means that you can add a customized picture of your product. 

Reorder merchandise
You can prepare the order wherein your merchandise seem on the checklist.

Optimize your advert
Optionally, you may enable Amazon so as to add merchandise to your Amazon sponsored model advert if these merchandise are related to a search.

7 – Target key phrases or merchandise

Finally, after you’ve adjusted the settings for your sponsored model advert marketing campaign, you may choose focusing on for key phrases or for merchandise. This course of is the very same as it’s for manual-targeting key phrases.

8 – Launch marketing campaign

Be certain to double examine all your data. Then, when you’re prepared, click on the yellow ‘Launch marketing campaign’ on the backside of the web page. You may also save your draft if you should come again to the itemizing later. 

It normally takes half-hour to an hour for your advert to premiere on Amazon.

9 – Optimize your sponsored model advertisements

Once you’ve allowed your sponsored model advert to run for seven days or longer, evaluation the info and alter your bids accordingly. This course of is the very same as it’s for manual-targeting key phrases.

How to create sponsored show advertisements

1 – Log in to Amazon Seller Central and choose Advertising > Campaign Manager.

 

2 – Scroll beneath the graphs and click on on the yellow ‘Create marketing campaign’ button

 

3 – Choose the grey sponsored show advert ‘Create’ button

 

4 – Fill within the data on the Settings part of the Create marketing campaign web page

 

Campaign identify
Choose a reputation for your marketing campaign (something you need) that helps you bear in mind the aim of the marketing campaign. We advocate naming your marketing campaign after the product after which utilizing the advert group identify as the kind of marketing campaign and product’s variation (see beneath).

Date
Select the beginning and finish date for your marketing campaign. If you need your marketing campaign to run indefinitely, go away the end-date discipline clean.

Daily finances
Amazon means that you can set the utmost sum of money you want to spend on advertisements in in the future. According to Amazon, in case your advert spend is available in beneath the set quantity, the quantity can be utilized to extend advertisements by 10% on a later date in the identical month.

5 – Create an advert group

 

Set the identify for your advert group. Audience is routinely set to views, which creates re-marketing advertisements for clients who’ve already considered detailed pages of your marketed merchandise or comparable merchandise.

6 – Choose the merchandise for your marketing campaign

 

Whichever merchandise you prefer to Amazon to re-market off-Amazon in your behalf, choose them right here.

7 – Set your bid

 

Set your cost-per-click bid. Amazon will alter bids up after they’re extra prone to convert to a sale, and alter them down after they’re much less prone to convert to a bid.

All of that is performed with out exceeding the each day finances you mounted in settings.

8 – Launch your marketing campaign

Be certain to double examine all your data. Then, when you’re prepared, click on the yellow ‘Launch marketing campaign’ on the backside of the web page. You may also save your draft if you should come again to the itemizing later. 

It normally takes half-hour to an hour for your advert to premiere on Amazon.