I. Advertisingfoundation
Q1: Amazon Advertisinghaswhichsometype?
A: Amazon Advertisingmainhasthreetypestype:
1. Sponsored Products(Sponsored Products): mostcommonAdvertisingtype, Pay per Click, exitatSearch Results PageandProduct Detail Page
2. Sponsored Brands(Sponsored Brands): Brand Registrysellersexclusive, displayBrandLogoandmanyproduct, exitatTop of Search Results
3. Sponsored Display(Sponsored Display): displayAdvertising, exitatAmazonOn-siteandOff-site, based onuserlineforconducttowards
Related Terms: Sponsored Products | Sponsored Brands | Sponsored Display
1. Sponsored Products(Sponsored Products): mostcommonAdvertisingtype, Pay per Click, exitatSearch Results PageandProduct Detail Page
2. Sponsored Brands(Sponsored Brands): Brand Registrysellersexclusive, displayBrandLogoandmanyproduct, exitatTop of Search Results
3. Sponsored Display(Sponsored Display): displayAdvertising, exitatAmazonOn-siteandOff-site, based onuserlineforconducttowards
Related Terms: Sponsored Products | Sponsored Brands | Sponsored Display
Q2: whatisACoS?ifcalculate?
A: ACoS(Advertising Cost of Sale)i.e.Advertising Cost of Sale:
- calculateFormula: ACoS = (AdvertisingSpend / AdvertisingSales) × 100%
- Example: AdvertisingSpend$1,000, AdvertisingSales$4,000, ACoS = ($1,000 / $4,000) × 100% = 25%
- Interpretation: ACoSmorelowmoregood, meanAd Efficiencymorehigh
differentphaseACoSGoal:
- Launch Phase: 50%-100%
- Growth Phase: 30%-50%
- Maturity Phase: 15%-30%
Related Terms: ACoS | ROAS
- calculateFormula: ACoS = (AdvertisingSpend / AdvertisingSales) × 100%
- Example: AdvertisingSpend$1,000, AdvertisingSales$4,000, ACoS = ($1,000 / $4,000) × 100% = 25%
- Interpretation: ACoSmorelowmoregood, meanAd Efficiencymorehigh
differentphaseACoSGoal:
- Launch Phase: 50%-100%
- Growth Phase: 30%-50%
- Maturity Phase: 15%-30%
Related Terms: ACoS | ROAS
II. Keyword Matching
Q3: threetypesKeyword MatchingtypehaswhatDifferences?
A: threetypesMatch TypesDifferencesifbelow:
1. Exact Match(Exact Match):
- Only whenbuyerSearch TermsandKeywordexactly match triggers
- Precisionhigh, low traffic
- suitable: highconversionKeyword, Brand
2. Phrase Match(Phrase Match):
- buyerSearch TermsincludeKeywordorKeywordVariationstimetriggers
- Precision and Trafficmoderate
- suitable: coreLong-tail Keywords, attribute
3. Broad Match(Broad Match):
- buyerSearch TermsincludeKeywordany partorrelated termstimewill trigger
- Highest traffic, low Precision
- suitable: New Product Testing, expandKeyword
Related Terms: Exact Match | Phrase Match | Broad Match
1. Exact Match(Exact Match):
- Only whenbuyerSearch TermsandKeywordexactly match triggers
- Precisionhigh, low traffic
- suitable: highconversionKeyword, Brand
2. Phrase Match(Phrase Match):
- buyerSearch TermsincludeKeywordorKeywordVariationstimetriggers
- Precision and Trafficmoderate
- suitable: coreLong-tail Keywords, attribute
3. Broad Match(Broad Match):
- buyerSearch TermsincludeKeywordany partorrelated termstimewill trigger
- Highest traffic, low Precision
- suitable: New Product Testing, expandKeyword
Related Terms: Exact Match | Phrase Match | Broad Match
Q4: Negative Keywordshaswhatfunction?
A: Negative KeywordsuseatnotrelatedSearch Terms:
- function: avoidAdvertisingatnoclickabove, reduceACoS
- type:
* Exact Match: Only excludescompletelyrollSearch Terms
* Phrase Match: includeNegative KeywordsallSearch Terms
- to: Search Term Report, Competitor Analysis, Product Attributes
Example:
saleshigh, add"cheap", "used", "refurbished"forNegative Keywords
Related Terms: Negative Keywords
- function: avoidAdvertisingatnoclickabove, reduceACoS
- type:
* Exact Match: Only excludescompletelyrollSearch Terms
* Phrase Match: includeNegative KeywordsallSearch Terms
- to: Search Term Report, Competitor Analysis, Product Attributes
Example:
saleshigh, add"cheap", "used", "refurbished"forNegative Keywords
Related Terms: Negative Keywords
III. Bidding Strategies
Q5: Dynamic Biddingstrategyifchoosing?
A: Dynamic BiddingStrategy SelectionRecommendations:
1. Dynamic Bidding - Down Only(Dynamic Bidding-reduce):
- AmazondeterminesAdvertisingunlikely to convertautomaticdecreases Bid
- suitable: Conservative Campaign, Control Costs, ACoShightime
2. Dynamic Bidding - Up and Down(Dynamic Bidding-improveandreduce):
- AmazondeterminesAdvertisingmay convertincreases Bid(up to100%), determinesunlikely to convertdecreases Bid
- suitable: Launch Phase, Maximize Conversions, Growth Phase
3. Fixed Bidding(Fixed Bidding):
- Seller manually sets Bid, Amazon does not auto-adjust
- suitable: hasexperiencesellers, Precise ControlBid
Recommendations:
- Launch Phase: Up and Down
- ACoShigh: Down Only
- Experienced sellers: Fixed Bidding
Related Terms: Dynamic Bidding | CPC
1. Dynamic Bidding - Down Only(Dynamic Bidding-reduce):
- AmazondeterminesAdvertisingunlikely to convertautomaticdecreases Bid
- suitable: Conservative Campaign, Control Costs, ACoShightime
2. Dynamic Bidding - Up and Down(Dynamic Bidding-improveandreduce):
- AmazondeterminesAdvertisingmay convertincreases Bid(up to100%), determinesunlikely to convertdecreases Bid
- suitable: Launch Phase, Maximize Conversions, Growth Phase
3. Fixed Bidding(Fixed Bidding):
- Seller manually sets Bid, Amazon does not auto-adjust
- suitable: hasexperiencesellers, Precise ControlBid
Recommendations:
- Launch Phase: Up and Down
- ACoShigh: Down Only
- Experienced sellers: Fixed Bidding
Related Terms: Dynamic Bidding | CPC