Campaign Strategy
Keyword TargetingKeyword Targeting
Target advertising by selecting keywords, displaying ads when buyers search for these keywords.
Product TargetingProduct Targeting
Target advertising by selecting specific products or categories, displaying on competitor or related product detail pages.
Category TargetingCategory Targeting
Target advertising by selecting specific categories, displaying on product detail pages within that category.
Audience TargetingAudience Targeting
Target advertising by analyzing user behavior and characteristics, such as users who have browsed competitor products.
Ad Optimization
Keyword ResearchKeyword Research
Research commonly used search terms through tools or data to find potential keywords for advertising.
Negative Keyword OptimizationNegative KeywordsOptimization
Add negative keywords to exclude irrelevant search terms and reduce invalid clicks.
Bid AdjustmentBid Adjustment
Adjust bids based on advertising performance, increasing or decreasing bids for specific keywords.
Ad Copy OptimizationAd Copy Optimization
Optimize ad title and description to improve click-through rate and conversion rate.
Advertising Phases
Launch PhaseLaunch Phase
In the early stage of new product launch, advertising strategy usually focuses on gaining exposure and reviews.
Growth PhaseGrowth Phase
Product sales steadily increasing, advertising strategy focuses on expanding traffic and improving conversion.
Mature PhaseMaturity Phase
Product sales stable, advertising strategy focuses on maintaining rankings and controlling costs.
Decline PhaseDecline Phase
Product sales declining, advertising strategy focuses on clearing inventory and reducing investment.
Budget Strategy
Daily BudgetDaily Budget
Maximum daily spending limit for advertising campaigns.
Campaign Budget OptimizationCBO
Amazon's intelligent budget optimization feature that automatically allocates budget to best-performing ad groups.
Budget PacingBudget Pacing
How advertising budget is allocated throughout the day, such as evenly distributed or concentrated during peak hours.
Seasonal Budget AdjustmentSeasonal Budget Adjustment
Adjust advertising budget according to sales seasons, such as increasing budget during peak season.
Ad Performance
AttributionAttribution
Determine which advertising or channels led to sales conversions.
Incremental SalesIncremental Sales
Additional sales brought by advertising, i.e., sales that would not have occurred without advertising.
Organic LiftOrganic Traffic Lift
Natural search ranking improvement and organic traffic growth driven by advertising.
Ad EfficiencyAd Efficiency
Ratio of advertising spend to sales generated, typically measured by ACoS or ROAS.