Amazon PPC Ad Types: A Guide To Help You Get Started With Amazon Advertising

Amazon PPC Ad Types: A Guide to Help You Get Started with
Amazon Advertising
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Types of Amazon Ads:

To start, there are three main types of campaigns or ads you can create in Amazon:
Sponsored Product ads, Sponsored Brands ads, and Product Display ads. The first of
these, Sponsored Product ads, are the most common.
Amazon Sponsored Product Ads
Sponsored Product ads are pay-per-click advertising campaigns that are the most like
the general PPC ads you would run in Google or Bing. This type of ad uses keyword and
product targeting to advertise specific, individual products and appear alongside other
products on the search results page or in a carousel on a product detail page.
SPONSORED PRODUCT TARGETING
Like other forms of online advertising, Sponsored Product ads use 3 different keyword
match types to tie the keywords you bid on to a user’s search query.
KEYWORD MATCH TYPES:
 Broad Match: This match type allows for the most traffic and exposure. A customer’s
search term must contain your keywords or synonyms for your keywords. These
keywords can be anywhere in the searcher’s query, allowing for other words before,
after, or in between the key phrase.
o Keyword example: beard oil
o Search query match: serum for beards online
 Phrase Match: A customer’s search term must contain your keywords in sequence but
allows for other words to appear before or after the phrase.
o Keyword example: “beard comb”
o Search query match: new beard comb for sale
 Exact Match: A customer’s search query must exactly match your keyword in order for
your ad to be shown. It is the most narrow type of keyword targeting available but also is
more likely to be the most relevant to a shopper.
o Keyword example: [beard oil]
o Search query match: beard oil
 Negative Keywords: These are words you do not want to bid or appear anywhere in
the search queries that serve your ads.
As of late 2018, Amazon has launched a new targeting beta for Sponsored Product ads:
Product Targeting. This allows sellers to serve their ads on individual product pages or
serve their ad across products in a certain category. To learn more about this new beta
and best practices for its use, check out Effective on Amazon’s new video, Amazon
Sponsored Product Ads: Product Targeting Beta.
A seller or advertiser has the ability to edit the keywords and bids, the campaign’s total
budget, and duration of campaigns. However, a product’s title, image, star rating are
pulled from the product’s information and cannot be changed specifically for the ad.
Sponsored Product ads look nearly indistinguishable from organic search results in
Amazon, with the exception of the “Sponsored” ribbon below the product image.
Amazon determines where your ad appears in the search results (i.e. showing up on the
1st page versus 4th page of search results) based on what they call ad rank. You may
be familiar with Google’s ad rank determination which boils down to a combination to of
an ad’s relevance to the searcher’s query and their bid. Amazon, however, bases their
ad rank on what the searcher is most likely to purchase.
To calculate this, Amazon looks at a number of different metrics including:
1. Click-through-rate (CTR) history

2. Conversion rate
3. Total sales
4. Product title & description
5. Search terms
6. Bid
Like Google, bidding can either be done manually or using one of Amazon’s automated
strategies.
Sponsored Product ads appear in Amazon’s desktop and mobile sites along with the
mobile app. Amazon has also stated that they continually test new placements for these
ads, such as their email newsletters, so it’s important to stay up-to-date on where your
ads can show.
Amazon Sponsored Brand Ads (Formerly Headline Search
Ads)
Moving on to Sponsored Brand ads, formerly known as Headline Search ads. These ads
are also pay-per-click ads that use keyword targeting, but instead of advertising one
product at a time like Sponsored Product ads, Sponsored Brand ads showcase a few
different products at a time. Sponsored Brand ads appear at the very top of a search
results page, above all organic listings and Sponsored Product ads.
There are two main components to a Sponsored Brand ad:
1. On the left are the brand’s logo, brand name, and call to action. When this half is clicked,
a shopper is sent to either the brand’s store page, a curated page featuring a collection
of products, or a custom Amazon URL. When setting up a Sponsored Brand campaign,
the seller will be prompted to select among these three options for a landing page that
would only affect clicks that occur on the logo or call to action.
2. On the right are 3 products chosen by the seller to advertise. Each of these products,
when clicked, lead to their respective product detail page.
Like Sponsored Product ads, the ad creative on the left is also automatically generated
based on product information.
SPONSORED BRAND TARGETING
Similar to Sponsored Product ads, Sponsored Brand ads also use keyword targeting.
Advertisers can use keywords across all 3 different match types: exact, phrase, and
broad. Amazon will also provide suggested keywords for bidding based on your product
and product information.
Amazon Product Display Ads

Finally, there are Amazon Product Display ads. These ads are also pay-per-click ads
that lead to the product detail page. However, unlike the previous two ad types, these
ads are only available to vendors. If you are not a registered vendor with Amazon, you
won’t have the ability to run these ads.
These ads appear on a product’s detail page, on the right rail of the search results page,
the bottom of the search results page, customer review pages, read all reviews pages,
top of offer listing page, and in Amazon-generated marketing emails. Run across
desktop, mobile, and mobile app.
PDA TARGETING
This ad format also has an entirely different targeting method compared to the previous
two. Whereas the other used keyword targeting, PDAs give the option between the
product or interest targeting.
Product targeting, like its name implies, targets a specific product which you can find by
title or ASIN, or you can target a product category. As of a few months ago, you can also
now target related categories which the ad builder automatically populated based on
your product’s information.
Interest targeting allows advertisers to target specific interests or shoppers intent based
on their searches. However, you cannot target both interest and product/category in a
single campaign.
Unlike the previous two ad types, Product Display Ads give sellers a bit more control
over the ad creative — this time sellers can add in their brand logo and write a custom
headline. Product Display ads also have the highest amount of real estate available on
Amazon — ads can appear on a product’s detail page, on the right rail of search results
page, on the bottom of the search results page, on customer review pages, at the top of
offer listing page, or in Amazon-generated marketing emails.
Bids are set a campaign level since there is no keyword targeting involved. This means
that if you have multiple category targets in a single campaign, you can’t adjust bids
based on the individual category, pushing bids higher for one category over the other. In
order to adjust bids around individual categories, you would have to make multiple
campaigns.
COUPON AD
Inside the Product Display Ad platform, vendors can also advertise a product coupon
which operates like a Product Display Ad. To run a coupon ad, the product must have an
active VPC (vendor powered coupon) which is a self-service promotion offering custom
discounts on products.
For more information about Amazon marketing, visit our Effective on Amazon YouTube
channel and check out our Amazon Advertising playlist.
Here are some important PPC terms you should familiarize yourself with.
Impressions – An impression is when a PPC ad is viewed by the consumer.

Clicks – When a customer clicks your ad, its called a click.
CTR (Click-Through-Rate) – The ratio of how many times visitors click on your product
advertisement when it’s displayed. CTR is calculated through a division of clicks by impressions.
CPC (Cost-Per-Click) – The average amount paid for each click on an ad is called CPC.
ACOS (Advertising-Cost-Of-Sale) – ACOS is used to measure the performance of a PPC
Campaign. Calculated by an advertisement’s cost that is spent divided by the sales achieved.
How To Set Up A New PPC Campaign
1. Create a Portfolio.
2. Create a campaign.
3. Select the campaign type.
4. Fill out campaign details and select manual targetting if you wish to take control of
keywords.
5. Select your preference of bidding strategy, we will go with the dynamic strategy.
6.
Create an ad group.
7. Select keyword targetting as your strategy.
8. Enter the bid and list down all the keywords.
9. Enter negative keywords, if any, and launch campaigns.
How To Create A PPC Report
1. Sellar Central> Reports > Advertising Reports.
2. Create Report.
3. Select Configuration.
4. Enter Report name and Delivery Timings.
5. Run Report.
6. Download Report.

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Amazon PPC Ad Types: A Guide to Help You Get Started with

Types of Amazon Ads:

1. Click-through-rate (CTR) history

Amazon Product Display Ads

Impressions – An impression is when a PPC ad is viewed by the consumer.

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