DRIVE TRAFFIC WITH SPONSORED PRODUCT CAMPAIGNS
Amazon can show your products to customers in several ways. The first is through organic search, and this way is the longest to walk. Only products with a great number of sales and reviews will rank high in the Amazon search, and winning that spot in the sun is not easy.
There is also another way, a perfectly legitimate workaround. Amazon pay-per-click advertising is one of the best ways to bring your products to customer’s attention while bypassing the competition from organic search. And Amazon Sponsored Products is the most widely-used type of ads.
WHAT IS AN AMAZON SPONSORED PRODUCTS AD?
Amazon Sponsored Products are a type of pay-per-click (PPC) advertisements that help sellers promote their product listings on Amazon and other related apps and websites. Designed to increase sales and attract traffic to product pages, they are the most popular type of ads among sellers and the most preferred type of ads among Amazon customers.
Sponsored Products ads dominate Amazon’s ad landscape due to their lack of brand registration requirement, unlike other types like Sponsored Brands and Sponsored Display.
Need Help Launching your Sponsored Products Campaign?
WHY CHOOSE AMAZON SPONSORED PRODUCTS
Drive More Sales
All marketing tools ultimately have one purpose – increasing profit. And Amazon Sponsored Products can help you achieve that while also improving other metrics of your performance. This type of ad boosts the visibility of your goods and drives sales, which in turn helps with the products’ organic ranking. In addition to that, ads can give you volumes of data you can use for a variety of purposes, from listing optimization to making decisions on production volumes.
Merge with Organic Search
Sponsored Products ads are designed specifically to resemble organic listings. They can appear at the top of or alongside search results, mixed among other product pages and even on competitors’ listings. Such a seamless integration significantly increases the chances of customers interacting with your ad. They might not even realize they’re clicking on an ad and not one of the products offered by the Amazon search engine. And since Amazon is known to place the most popular product higher in the search results, people believe your goods to be popular and thus are more likely to click on them.
Start Right Away
Many particularly useful marketing tools, including other types of Sponsored Ads, are locked behind Brand Registry enrollment and thus are not accessible to all sellers. Sponsored Products ads, however, can be used by everyone with a professional seller account. Easy access is one of the reasons for the popularity of this type of ads – 75% of third-party Amazon sellers use them.
Control Your Budget
Amazon Sponsored Products campaigns have no monthly or upfront fees. You only pay when a shopper clicks on your ad, which makes it a very cost-effective solution. The cost is yours to determine – you choose it during the setup of your advertising campaign. For example, if you set a maximum bid of $1 for a keyword, you’ll pay no more than that amount each time a shopper clicks on your ad. Furthermore, you can set a daily budget for your campaign to make sure you don’t exceed your overall advertising budget.
Expand Your Customer Base
Sponsored Products ads are not limited to Amazon’s website; since August 2023, they also appear on select premium apps and websites outside of Amazon. This extended reach can help you attract more potential customers to your products. The websites include Pinterest, BuzzFeed, Hearst Newspapers, Lifehacker, Mashable and others, so you can expand your audience quite significantly.
OUR PRICE LIST FOR ADVERTISING SERVICES
HOW TO LAUNCH AMAZON SPONSORED PRODUCTS CAMPAIGN?
Step 1
Create an Advertising Campaign
Open your Seller Central account, go to the “Advertising” tab, then click “Campaign Manager,” and then “Create Campaign.” When choosing campaign types, click “Sponsored Products”. You’ll then see the campaign settings page. Name the current campaign so that you can easily recognize it among other campaigns you run.
Step 2
Select Your Products
After that, you need to choose the products you want to advertise. Make sure these products are eligible for the Featured Offer. The Featured Offer (also known as the Buy Box) is the box on a product detail page where customers can begin the purchasing process. Products not eligible for the Featured Offer may not perform well in your campaign. You can also add products that are currently out of stock – they won’t be displayed until they come back in stock.
Step 3
Choose Targeting Style
Next, decide on how you want to manage your ads. You can choose between automatic and manual targeting. Automatic targeting lets Amazon choose the keywords your campaign will target based on your listing information. Manual targeting grants a wider set of options for ad management, but it also calls for more expertise to set up effective campaigns. Here are the options you can choose from when setting up a manual campaign.
Keyword targeting
Your ads will be displayed shoppers use certain keywords when searching for products on Amazon. It works on the same principles as Automatic Keyword targeting but requires more thorough keyword research and offers different keyword match options.
Product targeting
Your ads will be shown when customers browse specific categories on Amazon. You can choose from the extensive list of Amazon categories eligible for advertising.
Category targeting
Offer a unique and appealing shopping experience with imaginative layouts and high-quality product photos
Brand targeting
Your ads will be displayed when shoppers search for products of specific brands. You can target the very brand whose products you advertise or a competitor’s brand that sells similar products.
Product Features targeting
With this format, you can set a highly customized targeting strategy. You can have your goods displayed near products of specific brands, within a specific price range, review stars rating and even shipping options. Anyone who wants to take advantage of this type will need a profound knowledge of advertising.
Step 4
Optimize your Keyword Strategy
In Automatic Targeting, Amazon uses four different keyword match types to decide where to display your ads. These are:
Close Match
Your ad may be displayed when a customer’s search closely matches your product. If you’re selling coffee mugs, your ad might show up when someone searches for “large coffee mug”.
Loose Match
Your ad may appear when a customer’s search loosely relates to your product. If you’re selling coffee mugs, your ad might pop up for searches like “kitchen utensils” or “breakfast items”.
Substitutes
Your ad is shown to customers who are viewing products the same as yours but produced by a different brand. They are shown on the product pages of your competitors and thus offer a great opportunity to divert customer’s attention to your brand.
Complements
Your ad may be displayed to customers who are viewing products that complement yours. For instance, if you’re selling coffee mugs, your ad might be displayed to someone viewing a coffee maker.
With Manual Keyword Targeting, you can choose among three match types to decide when your ads should be displayed:
Broad
Your ad may be displayed whenever your targeted keyword or its variants are used in the search. This match type is the least specific and covers a broad range of keywords. It includes plural forms and acronyms of your targeted keyword and ignores the word order of the keyword phrases.
Phrase
Нour ad may appear whenever your targeted keyword is used in the search in the exact form you’ve specified. This match type is semi-restrictive, as it includes search queries with words before and after your targeted keyword phrase, but the phrase itself remains the same.
Exact
Your ad is displayed only when the search query and your targeted keyword are identical. If a shopper enters a keyword that is even slightly different, your ad won’t appear.
Step 5
Specify Negative Keywords and Products
Next, you have an opportunity to include keywords and products that you don’t want to use for advertising (relevant for Automatic Targeting). It might be hard to come up with keywords to exclude right away, so we recommend letting your ad run for at least two weeks. You’ll see which keywords get lots of clicks but don’t generate sales.
Step 6
Manage Ad Placements
As we’ve already covered, Sponsored Products ads might appear at the top of the search results, amidst other search results and on the product detail pages of your competitors. Amazon algorithms are responsible for deciding where exactly your ad will appear – you can’t choose the placement yourself. However, you can influence the likelihood of getting the best placement with your bids – money you are willing to pay when a shopper clicks on your ad. The higher the bid, the greater the chance of receiving a top spot in search results. Moderate bids will give you less advantageous, yet still viable spots. If you bid too low, your ad might not get any impressions at all.
Step 7
Set Your Bidding Strategy
At this step, you need to decide how much you’re willing to pay for each click and how flexible that sum is. There are three bidding strategies you can choose:
Dynamic Bid-Down only
Amazon’s algorithm will automatically lower your bid in situations where it assesses your ad as less likely to result in a sale. This way, you won’t overpay for clicks that are unlikely to convert.
Dynamic Bid-Up and Down
If the algorithm determines that your ad is more likely to convert, it can increase your bid by up to 100% to boost its chances of being seen. Conversely, the algorithm can also lower your bid if it believes the ad is less likely to result in a sale. This strategy is a good fit if you’re looking to maximize conversions and don’t have a strict advertising budget.
Fixed Bids
Amazon won’t have the authority to adjust your bids – they will remain the same until you manually change them. This strategy is ideal if you have a strict budget and want to ensure you don’t exceed a specific cost-per-click.
Step 8
Launch Your Campaign
The last thing to do is to decide on the end date of your campaign and click on “Launch campaign.” After a quick review process, your campaign will go live and start attracting potential customers.
Want to Harness the Potential of Your Product Listings?
POTENTIAL DIFFICULTIES WITH AMAZON SPONSORED PRODUCTS
While the process of launching a Sponsored Products campaign takes only a few minutes, it is not without difficulties. Careful consideration and constant monitoring are required to achieve optimal results. After all, your money is at stake, and it’s within your capacity to put it to good use. Here are some potential difficulties with Sponsored Products on Amazon:
Conducting Keyword Research
Keywords are the main factor that Amazon relies on while choosing where to display your ads. However, it can be difficult to predict which keywords your potential customers will use to search for products like yours. While Amazon provides suggested keywords, these may not always align with your product, so you need to do your own keyword research. Numerous tools can help with that, but they require an understanding of how to identify relevant keywords. Poor-performing keywords will continuously drain your budget, and that’s not a component of a good advertising campaign.
Choosing the Suitable Options
Amazon PPC needs you to make several choices during campaign setup, which is both an opportunity and a problem. Take targeting style, for example. While automatic targeting saves time and effort, it gives Amazon full control, which isn’t always the best choice. Manual targeting, on the other hand, offers more control but requires a deep understanding of your product, market and competition. Should you choose keyword or product targeting? There are choices at every step and each of them can make or break your advertising campaign.
Selecting Products and Determining Bid Sums
You might want to advertise all your products, but that’s not necessarily the best decision. Whereas all similar products have equal chances to be clicked on, some are more likely to generate a sale. There is also the question of bid sums. Not only do you need to determine the maximum amount you are willing to spend, but also decide on sums for various keywords and ad placements. Some keywords might be worth spending more money on because they are more likely to convert into a sale, but again, you need to know which keywords to use and which sums to allocate.
Optimizing Campaigns
For better or worse, it’s impossible to set up a campaign that would require no optimization as it goes. That’s because advertising is a very dynamic field – bids may change daily, and so may relevant keywords and dozens of other factors. You should constantly monitor your own campaign and keep an eye on the ads of your competitors to find out what performs best. It’s also perfectly possible to do more harm than good when trying to optimize your campaign. Even if the only thing you can lose here is money, it’s still a resource you can allocate to other Amazon efforts.
Determining the Optimal Bidding Strategy
Bids are one of the mainstays of any Sponsored Products campaign, and a lot depends on how well-set they are. You need to choose between dynamic bid-down only, dynamic bid-up and down and fixed bids. Each strategy has its pros and cons, but you need to account for a lot of factors to select an optimal one. You can always go for the safest option and choose dynamic bid-down only. However, you might miss opportunities that could cost you a bit more but bring more significant returns.
Analyzing Data
After your Sponsored Product ads run for a while, Amazon will accumulate data on their performance. You can use your data to your advantage, but to do that you need to understand it. For example, you have a keyword you believe to be highly relevant for the ad campaign. That keyword received zero impressions. Maybe the keyword is not as relevant as you thought, or maybe the bid was simply too low. Should you exclude the keyword or raise the bid? There is little use in information if you don’t know how to interpret it.
Induce To Come Back
If you want your Amazon Store to keep bearing fruit, maintaining it becomes part of the routine. Such stores should be regularly updated to align with new product launches, seasonal events and promotional calendars. By keeping the store fresh and relevant, you encourage shoppers to revisit frequently, hoping to see the new arrivals.
Participate in Marketing Campaigns
Effective Amazon Stores don’t simply sit there waiting for customers to find them. They are promoted both on and off Amazon to cover as much of the audience as possible. There are plenty of things you can do to an Amazon store, like linking it in the brand byline on product detail pages or including the store’s URL in offsite marketing activities. This multi-channel marketing strategy is used to further increase brand awareness and engagement.
Cover All Platforms
Underestimating the importance of all-device-friendly design can cost you a big cut of the audience. A good Amazon Store performs well on both mobile, tablet and desktop devices. Pay attention to how image and product tiles are displayed on different screens, making sure all elements are legible regardless of the device used.
WHY CHOOSE WEBY CORP SPONSORED PRODUCTS SERVICES?
Extensive Experience
Weby Corp has a deep understanding of the intricacies of Amazon’s advertising ecosystem, and Amazon PPC is one of our specialties. Before starting to offer our services, we had been managing advertising campaigns for the products we sold ourselves. Having accumulated profound expertise, we began offering advertising campaign management services to other brands. We know all the ins and outs of Sponsored Products ads and are more than sure we’ll make the most of the budget you’ve allocated for advertising.
Detailed Reports
We believe that the strongest partnerships are built on transparency. And when money is involved, there is simply no other way of doing things. Our principle is to provide all the evidence that your money is being spent effectively. We will report for every dollar and tell you how exactly it was spent, not to mention the number of impressions, clicks, sales and other relevant data. We also know how to optimize the budget to get more sales while spending less – that you will also see in the report.
Creative Approach
Advertising is not only about searching for the best-performing keywords and monitoring bids. It’s also about creativity, the ability to make a creative that customers will want to click on. Sometimes, it’s as simple as choosing the product with the most presentable main image and coming up with an appealing headline. But certain types of ads give more space for creativity, and we know how to make the most of that opportunity. We’ve mastered both simple and more advanced ad formats, and thus are ready to tackle any advertising challenge in a most creative manner.
DISCOVER
HOW WE CAN HELP YOU LEVERAGE AMAZON SPONSORED PRODUCTS ADS
Our team will analyze the scope of work and get back to you with an offer
FAQ
Amazon Sponsored Products are pay-per-click (PPC) advertisements that help sellers promote their product listings on Amazon and other related apps and websites.
Amazon Sponsored Products ads appear alongside search results, on product pages, and even on competitors' listings. They are designed to resemble organic listings to attract customer attention.
Amazon Sponsored Products can boost the visibility of your goods, drive sales, improve organic ranking, and provide valuable data for optimization and decision-making.
To launch a campaign, you need to create an advertising campaign in your Seller Central account, select the products you want to advertise, choose the targeting style, decide on keyword strategy, specify negative keywords and products, set your bidding strategy, and finally, launch your campaign.
Amazon Sponsored Products campaigns have no monthly or upfront fees. You only pay when a shopper clicks on your ad, and you can set a maximum bid and daily budget to control your advertising costs.
Amazon Sponsored Products ads can appear on Amazon's website, as well as select premium apps and websites, such as Pinterest, BuzzFeed, Hearst Newspapers, Lifehacker, and Mashable.
No, Amazon Sponsored Products can be used by everyone with a professional seller account, regardless of Brand Registry enrollment.
Some potential difficulties include conducting keyword research, choosing among most fitting options, determining the optimal bidding strategy, selecting products and bid sums, analyzing data and optimizing campaigns.
Weby Corp boasts extensive experience in managing all sorts of Amazon advertising campaigns, Sponsored Products included. We offer tangible results backed up by detailed reports.
