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AMAZON SPONSORED AN INTRODUCTIONPRODUCTS
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www.amazon.com
WHAT ARE SPONSORED PRODUCT ADSAmazon’s Pay Per Click advertising platform
Amazon Sponsored Product Ads are image-based ads that appear alongside other product results on Amazon.
Sellers ‘bid’ on search terms related to their product(s), and if the bid is competitive, their product may appear when a customer searches using that search term. Shoppers who click on the ad are taken to the product detail page.
Sponsored Product Ads are also referred to as PPC (Pay Per Click) because sellers only pay when an ad is clicked.
Sponsored Products can drive traffic to your products and help increase sales
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www.amazon.com
The customer is show both “Organic” (non-
paid) and Sponsored Products (paid) in the
list of available products.
Organic and paid results
Sponsored Products often appear on the
Right Rail of search results, allowing your
product to appear on “Page 1” of organic
search results.
Page 1 ad placements
For example, the shopper may be looking
for “Bulgarian Rose Soap”.
Customer types a search term
AD PLACEMENTS ON AMAZON.COMRight Rail Placement
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Vendor Ad PlacementsSome Ad placements, like this one
below the “Add to Cart” button, are only available to Vendors (Amazon’s
wholesale program)
Product Detail Page PlacementsAds for your product can appear on the
pages of your direct competitors
AD PLACEMENTS ON AMAZON.COMProduct Detail Page Placement
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Paid traffic which converts hips to consolidate organic rank for the
same keywords
HELPS ORGANIC RANK
MEASURABLE ROIPPC campaigns track a
Advertising Cost of Sales to effectively track your ROI
Total budgets can be as little as $5 per day and $0.05 per click
LOW MINIMUM SPEND
Broad, phrase, and exact match keyword types make ads more targeted based on search intent
KEYWORD TYPES
Ads are only shown to shoppers who search using the keywords
that you bid on
RELEVANT TRAFFIC
Relevant traffic means that shoppers are more likely to buy, or
“convert", which helps
HIGH CONVERSION
ADS DRIVE PROFITABLE TRAFFICPaid traffic should be efficient and effective
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Exact Match
Phrase Match
Broad MatchTop of the funnel, search terms and keywords which may relate to your product. Example, “Pink Slipper, Comfy Slipper”
Specific search term with clear buying intent. Example, “Size 8 Pink House Slipper”
Middle of the funnel, exploratory search terms. Example, “Slippers for Ladies”
Amazon currently offers three primary types of keywords, which can be used to target shoppers at different stages in the buying lifecycle. Negative Keywords can also be used to exclude your product from displaying for specific search terms.
THE KEYWORD FUNNEL
3 MAIN TYPES OF KEYWORDSAnd when to use them
BROAD
EXACT
PHRASE
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Creating an ad budget first involves consideration of the total budget available, as well as a target ROI. There is no “ideal” budget or target ROI that can be applied across the board - it depends on your product category, competition, seasonality, and profitability.
PPC Ad Budgets
Understand what percentage of the product selling price can be comfortably allocated to advertising, on a per-SKU basis if necessary.
AD SPEND AS A % OF SELLING PRICE
Once ad campaigns are set up, you can further allocate spend to specific campaigns based on performance, product profitability, seasonality, etc.
CAMPAIGN-LEVEL BUDGET
A fixed budget that can be spent on advertising each week or month.
WEEKLY OR MONTHLY BUDGET
HOW MUCH TO SPEND ON SPONSORED PRODUCTSWhere, When and How Much
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WHEN TO IMPLEMENT PAID ADSThe Bobsled Marketing Product Launch Program
A/B Split Testing of product listingsPost purchase emails to customersTesting and refining ad campaign
ONGOING
Sponsored Products drives a large volume of “qualified” traffic that
converts into sales
PAID ADS
Compelling product descriptions Get genuine customer reviews
Product & lifestyle images
OPTIMIZE
Conduct keyword analysisUpload assortment to Amazon catalog
LISTING SETUP
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AMAZON LAUNCH& OPTIMIZATION
DONE FOR YOU
HOW WE WORKWe partner with brands on a revenue-share basis, so we’re as invested in getting results as you are.
CONTACT [email protected](646) 561-9936
WHAT WE DO
Help brands to launch and optimize their product assortment on Amazon (US, UK and Europe) with our done-for-you service.
