Amazon Sponsored Products
Amazon Sponsored Products
More visibility with product ads on Amazon
Amazon Sponsored Products are keyword or product-related advertisements (cost-per-click ads) for individual product listings on Amazon.
They are displayed on the search results pages – at the beginning, in the middle, at the end or next to the search result – as well as on product detail pages and thus increase the visibility of your company.
Our holistic range of services focuses on your highest goals – find out more here.
Benefits of Amazon Sponsored Product Ads
Inconspicuous placement - not recognizable as marketing ads
Various targeting options
Detailed granular structure to segregate traffics
Improve organic ranking
SP campaigns as the largest share of sales
How the Amazon Sponsored Products strategy works
Analysis of the existing ASP campaigns
As part of the ASP strategy, we analyze the existing campaigns and transfer the historical data to our new SP campaign structure. In addition, we analyze the performance of different placements, optimize the CPC performance and conduct in-depth keyword research.
How is the campaign set up?
We build your new campaign setup from existing data sets according to a clearly structured structure. This gives you an overview of your keyword lists, even with very large amounts of keywords.
We filter the traffic by brand and non-brand campaigns so that you can carry out a performance analysis for brand development at any time. At the same time, you can view the competitor traffic in a separate overview.
The big plus for you: Our continuous campaign support
We look after your new campaign with regard to optimization and continuous expansion, precisely tailored to your growth goals. We attach great importance to long-term relationships that exploit your sales potential at all times.
How the Amazon Sponsored Products strategy works
Performance-based control and unobtrusive placement
With two combinable targeting options – automatic targeting and manual targeting – campaigns can be controlled based on performance and the highest possible turnover can be achieved with low bids.
Because of the way Sponsored Products Ads are placed on Amazon, customers cannot tell that they are marketing ads. As a result, the ads appear very organic and offer a better user experience.
What you can achieve with the respective targeting options with Sponsored Products
With automatic targeting, your campaign is created entirely by Amazon and the algorithm uses your product description to select keywords and products for which your ad will appear.
With manual targeting, keyword and product lists are created by yourself. The advantage: they can be adjusted at any time and you can target your ads to keywords with a very high level of relevance. This increases the conversion rate.
Different strategies are followed with keyword targeting and product targeting . Keyword targeting causes your products to appear on the search results page, while product targeting increases reach – by targeting specific products or entire categories.
Optimize CPC for different traffic sources
The Amazon Sponsored-Products ad setup is designed to create a detailed and granular structure to separate different traffic sources. This helps to analyze the dynamics and performance of the different channels and to optimize the CPC (cost per click) for them.
Get even more benefits: influence organic ranking
With a targeted Sponsored Products campaign, the organic ranking of the search engines can be influenced. Because the visitors and buyers generated by the ads are also understood by the Amazon algorithm as signals. If these signals are stronger than those of the competitor, this has an impact on the organic ranking: Amazon is always interested in showing the best product at the top.
Amazon Sponsored Products as the largest share of sales
Of all campaign types, Amazon Sponsored Products campaigns continue to generate the largest percentage of a company’s sales.
Set up an Amazon Sponsored Products campaign
This is how you reach your goal step by step
campaign structure
First, think about a campaign structure and which ad groups your products should be grouped into. Depending on which goals you are primarily pursuing (e.g. product launch, visibility or increase in sales), there are different ACoS goals.
Aco’s “Advertising Cost of Sale” is the most important KPI for evaluating successful campaigns.
You can create both automatic campaigns and manual campaigns. With automatic campaigns, Amazon decides where your ads are displayed, with manual campaigns you have a lot of control yourself.
It makes sense to use both types and to transfer the keyword ideas gained through automatic campaigns to the manual campaigns.
Find the right campaign name
Assign a suitable name for your campaign to keep a good overview in the long term.
Determine the duration of your campaign
It is possible to enter the duration of the campaign. We only recommend entering an end date for holiday-related campaigns – not for ongoing campaigns.
Set campaign budget for Amazon Sponsored Products
This is about the amount that Amazon is allowed to spend on you every day – this can be changed at any time in the settings.
Three way bid strategies
- Lower dynamic bids: The bid is lowered in real time when the click is particularly unlikely to convert. This is good for starters until you know more about the campaign’s performance.
- Increase and decrease dynamic bids: The bid is reduced in real time if the conversion probability of the click is particularly low – or increased if the conversion probability is higher.
- Fixed bids: Set default bid that will not be adjusted
Auto-Targeting Campaigns
Here you can set different bids for different targeting options of your Amazon Sponsored Products. Amazon offers the following targeting options:
- Weak or near match keyword targeting
- Product targeting under the criteria of replacement and complement.
There is also the possibility of negative keyword alignment, which excludes certain unsuitable search terms.
Manual targeting campaigns
Here you can choose between keyword targeting and product targeting. The first option allows you to select keywords to display products in search results and detail pages.
The second option is about choosing specific products, categories or brands that are relevant to the product of your ad.
Shall we talk about your Amazon potential ?
Tell us about your project and we will get back to you today.