How to Advertise on Amazon – Sponsored Products Campaigns –

Do It is essential to position your products organically, but there is another option to boost your sales and the visibility of your listing: advertising on Amazon with Sponsored Products campaigns. The truth is that if you already know how PPC campaigns work on Google, you have an advantage. In any case, we tell you everything you need to know to start advertising your products on Amazon.

If you have already signed up to start advertising on Amazon, you will have seen that when creating new campaigns it offers you two options: Sponsored Products and Brand Sponsored (we will explain this last one in another post soon). The first thing we must be clear about is the difference between the two concepts.

Sponsored Products is basically the way to promote your products through keywords or ASINs within the marketplace. Therefore, if your intention is to carry out advertising campaigns but you still do not have your trademark registered, starting to promote your products will give you the necessary push to start boosting your sales. If you see the photo below, it’s not too different from non-sponsored products, but you’re really paying to be featured there.

Advantages of advertising on Amazon

Before breaking down the steps to create advertising campaigns, it is necessary to know what advantages this strategy has. On certain occasions we find clients who do not want to carry out paid campaigns because they do not know the benefits of it, so we are going to see what the main ones are.

• Improved visibility: Your listing may be the best optimized, and you’ve really started getting orders because you’re ranking. However, the top positions (as is often the case on Google) are for sponsored products and brand campaigns. Especially in the Amazon app version, the sponsored products take up more space and you need to scroll to find the organic ones. By running Sponsored Products campaigns you make sure that the lazy person who doesn’t look beyond the first three results sees your product.

• You will be able to discover new keywords that you had not considered in your keyword research: with some campaigns we get surprises, because sometimes the search term used by the user is much longer tail.

• If you just started selling a product, will help you position your listing: Sponsored Products campaigns are the little push that your products need, since without it it will take you much longer to position them. You do not need to start by investing thousands of euros, with a low budget it is possible to advertise on Amazon because the bids are much lower than on Google.

• improve position: if you are one of those who regularly follows our post and networks, you will know that the Amazon algorithm has its tricks. If you sell, they will see you. That’s basically the basis of the A9. Therefore, if you do PPC advertising you will be increasing conversions and sales, and therefore organic positions and sales will improve.

• More reviews: with a greater number of sales, a greater number of reviews arrive, generating confidence in the user who visits your listing.

If you are thinking of starting to carry out PPC campaigns on Amazon, it is very important to keep a few things in mind:

For your campaigns to be successful, you must have your optimized listing with a descriptive title with main keywords (for this you must do a keyword research), bulletpoints with main keywords where you highlight the advantages of the product and a broad description where you offer more informationin addition to quality photos. This is the basis for everything else.

The best? Before uploading the product, it is better that you do an advanced keyword research, see the products of your competitors and in general, carry out an extensive study (you can even use tools such as a listing optimizer to make sure that you are doing it right).

On the other hand, it is important that, if you have several products already for sale, use the best performing ones for advertising. This way it will be much more profitable. In case you start from scratch, it is best that you do campaigns based on the product line, eliminating those that give less performance over time.

Now that we have the main points clear, running a Sponsored Products campaign is not complicated.

be clear how much do you want to spend per day to start with the campaign, in addition to the products that you are going to promote and also prepare your keyword research. Depending on this budget you will have more or less margin for your bids.

Difference between segmentation type

• Automatic targeting: Amazon is in charge of selecting the keywords based on the search terms, which you can then see in the report.

• manual segmentation: allows you to choose the keywords, their match and the bids for each of them.

If you’re just starting out, it’s best to leave a campaign with automatic targeting for fifteen days or a month so that it picks up interesting terms and ASINs. Subsequently, create a manual segmentation campaign based on your keyword research and the data collected in the automatic campaign.

Select the most suitable bid type

Very briefly, we can find different types of bids:

• Dynamic bids, reduce only: When the ad is less likely to convert to a sale, your bid will be lowered. According to Amazon, this is the most used type of bid.

• Dynamic bids, increase or decrease: In this case, your bids will be increased when you have a higher chance of conversion, and when you see difficulties, it will be reduced.

• fixed bids: are those that are maintained according to what you have established, and will not change depending on the conversion.
• Default bids: is the one that appears by default, and modifies the increases and reductions when it deems convenient.

• Location bids: It is also possible to bid to appear on certain product pages up to a percentage increase of 900% in the default bid.

From this step, switch between manual and automatic targeting. In the case of the latter, the next thing you can do is negative keywords. It is highly recommended (regardless of the type of Sponsored Products campaign you do) to always have a list of words for which your ad appears, and that do not really convert or are not relevant. In the case of the manual campaign, the keywords must be entered manually (hence its name).

Select the most relevant keywords and match type

If you have opted for a manual campaign, you must have prepared a keyword research to segment said campaign. The procedure is very simple, you can segment by:

• broad match: admits semantic variations, spelling errors or plurals, among others. In this case we must be careful not to spend our entire budget in terms that do not serve us. That is why you always have to be aware, ready to negativize any keyword that does not contribute. For example, if we put our keyword “facial cream” we can also appear for “anti-wrinkle cream”.

• phrase match: This is somewhat more restrictive than broad match because the words have to appear in order. There may be modifications in front and behind, but never in between. For example, searching for “anti-wrinkle face cream” will show our product, while searching for “face anti-wrinkle cream” will not.

• exact match: it is the most restrictive of all, and these keywords will only return results for those searches that have the exact word. The only thing that admits, are plurals. Therefore, it will only return a result for “facial cream”

In this case we can also add negative words. That’s why, optimizing advertising campaigns is essential to have continuity in results and conversions. Can you leave an automatic campaign to his ball for 3 months? Of course, but it could be that you are spending budget on keywords that do not convert and, above all, losing sales opportunities.

Product segmentation

In addition to keywords, manual campaigns allow segmentation by products, either by categories or by the product itself. What does this mean?

• Each product falls into a category, so you can use the same category to promote your product.
• In the case of choosing the segmentation by individual product, you can do it with a list of ASINs. This will allow you to appear under it as a sponsored product.

As you can see, advertising on Amazon does not require great knowledge, it will simply be necessary to do some studies to ensure that what we are doing makes sense and we are not spending a salary with nothing in return. If what you want is to maximize your profits with PPC campaigns in a professional way, at we can help you.

Get in touch with us, and we will help you create your advertising campaigns. Do you have any doubt? Leave us your comment below to answer your questions.