AMZ Ads Flashcards
Sponsored Products
Allow you to promote individual product listings to customers as they browse and search for items to buy; targeted to keywords and products.
These ads appear above and within search results and on product detail pages on desktop and mobile devices.
PPC; you only pay when customers click on your ad. You control how much you spend by setting a budget and choosing how much to bid per click.
How do you create a Sponsored Products campaign on seller central?
Advertising > Campaign Manager > Create Your Campaign
Automatic targeting
Targets keywords and products similar to the product in your ad.
*Recommended for new sellers since you can pull data AMZ accumulates
Manual targeting
Lets you choose keywords or products to target shopper searches and set custom bids.
*Keywords are only available in a manual campaign
Dynamic bids - down only
AMZ will lower my bids in real time when my ad may be less likely to convert to a sale.
Dynamic bids - up and down
AMZ will raise my bids (by a max of 100%) in real time when my ad may be more likely to convert to a sale, and lower my bids when less likely to convert to a sale.
Fixed bids
AMZ will use my exact bid and any manual adjustments I set, and won’t change my bids based on the likelihood of a sale.
Ad group
A group that acts as a subfolder in the campaign; it shares the same set of targeting tactics or creative type. For campaign organization.
Unavailable for campaigns using custom text.
Default bid
Aka Cost-Per-Click bid or CPC bid; this bid is the amount you’re ready to invest per click
Keyword targeting: broad, phrase, and exact matches
Only available for manual targeting campaigns.
Broad match: widest exposure, great for starting out; includes synonyms for words, plural forms, or other variations
Phrase match: appears when customer searches for exact phrase or sequence of words in your keyword
Exact match: most restrictive match type, but can help drive the most relevant traffic for your ad
Negative phrase & exact match
Apply a negative match type to keywords in your campaigns to prevent your ads from showing when customers search for those terms.
Helps you get the most of relevant clicks while reducing the irrelevant ones.
Lightning deal
Deal offered for a limited amount of time and can be found on AMZ’s deals page
Can help increase sales momentarily and REDUCE inventory:
- Improves discoverability (great for NEW product)
- Creates halo effect; spike while deal runs, but spike may extend past timeframe
- Move overstock or end-of-season inventory
*To be eligible, you need to be a professional seller with at least 5 seller feedback reviews per month and an overall rating of at least 3.5 stars
Virtual bundles
Allow sellers to create bundles of products of 2-5 ASINs without changing product packaging or how things are shipped.
Only available to sellers registered in Brand Registry (these sellers are called “brand owners”)
Attribution
Before someone buys a product or service, they may see several advertisements for it. For example, they may hear a radio commercial, see a billboard, and then see an online ad. Attribution refers to which advertisement was responsible for informing that purchase. Different services have different attribution models, taking into account different factors such as how customers interacted with ads and when that interaction occurred relative to a purchase.
Consumer purchase journey/consumer decision journey
A term that refers to the sum of experiences that shoppers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience.
*You can map your advertising objectives to the stages of the journey, which are, typically: awareness, consideration, purchase or conversion, and loyalty.
DSP
Demand-side platform; The software that is used to programmatically purchase and manage digital advertising inventory from multiple publishers.
A demand side platform (DSP) is an automated ad buying platform, where advertisers and agencies go to purchase digital ad inventory. Examples of ad inventory include banner ads on websites, mobile ads on apps and the mobile web, and in-stream video.
The solution for Amazon Ads is Amazon DSP. Amazon DSP offers both self-service and managed options.
Placement
The place where an advertisement appears. Examples include in shopping queries on Amazon, on Amazon devices (such as Fire TV or Fire tablet), and on third-party sites.
Programmatic
A term used in the digital advertising industry which refers to the automated buying and selling of digital advertising inventory.
Targeting
Digital advertising services use a variety of ways to match ads with potential customers based on interests. Examples include relevant shopping queries or purchases of related products.
Budget
The maximum amount of money you will spend on your advertising campaign.
Bid
The amount you are willing to pay to have shoppers click on your advertisement. With Amazon Ads, you can use automatic bidding (your bid will automatically be optimized to help you reach your objective), or you can choose manual bidding and set your own bid.
CPC
What are examples of these?
Cost-per-click; The average cost you pay each time someone clicks your ad. This number is calculated by dividing the amount of money you spent on an ad divided by the number of clicks it received.
Sponsored Products and Sponsored Brands are examples of cost-per-click ads, so you only pay when your ad receives clicks.
CPM
Cost-per-mile aka Cost-per-thousand-impressions; The average cost you pay to deliver 1,000 impressions of your ads.
ACOS
Advertising cost of sales; A metric used to measure performance of Sponsored Products and Sponsored Brands campaigns.
ACOS represents the ratio of ad spend to promoted product sales (Sponsored Products) or overall brand sales (Sponsored Brands). It is calculated as ad spend divided by attributed sales.
