nounDefinition
Sponsored Products(Sponsored Products)isAmazon's most commonAdvertisingtype, Pay per Click(CPC).AdvertisingexitatSearch Results PageandProduct Detail Page, helpsellerspromotesingleASIN, enhanceproductexposureandSales Volume.
Advertisingcharacteristic
maincharacteristic:
1. Pay per Click: Only whenbuyerclickAdvertisingtimeonlywillCost
2. flexible: Search Results Pagetop, in, bottom, Product Detail Page
3. Keyword: based onKeyword MatchingdisplayAdvertising
4. singleASIN: eachAd GrouppromotesingleormanyrelatedASIN
5. Professional Sellerexclusive: onlyhasProfessional Selleronlycanuse
1. Pay per Click: Only whenbuyerclickAdvertisingtimeonlywillCost
2. flexible: Search Results Pagetop, in, bottom, Product Detail Page
3. Keyword: based onKeyword MatchingdisplayAdvertising
4. singleASIN: eachAd GrouppromotesingleormanyrelatedASIN
5. Professional Sellerexclusive: onlyhasProfessional Selleronlycanuse
AdvertisingPlacement
Search Results Page:
- topAdvertising(Sponsored)
- inAdvertising
- Bottom ad positions
Product Detail Page:
- Top of Page"Sponsored products related to this item"
- Middle of Page"Customers who viewed this item also viewed"
- Bottom of Page"Sponsored products"
- topAdvertising(Sponsored)
- inAdvertising
- Bottom ad positions
Product Detail Page:
- Top of Page"Sponsored products related to this item"
- Middle of Page"Customers who viewed this item also viewed"
- Bottom of Page"Sponsored products"
Exampleanalysis
Example: New Product Promotionstrategy
smallaboverackonenew product, Selling price$49.99.heuseSponsored Productsconductpromote:
- Campaign: Daily Budget$50
- Keyword: "bluetooth speaker"(Broad Keywords), "portable bluetooth speaker"(Long-tail Keywords)
- Match Types: Broad Match+Phrase Match
- Bidding Strategies: Dynamic Bidding-improveandreduce
Week 1 Data:
- exposure: 15,000times
- click: 300times
- CTR: 2.0%
- Spend: $90
- order: 15
- ACoS: 120%
Optimizationadjustment:
- Remove ineffectiveKeyword(if"bluetooth headphones")
- reduceBroad KeywordsBid, improveLong-tail KeywordsBid
- addNegative Keywords
Week 4 Data:
- exposure: 25,000times
- click: 450times
- CTR: 1.8%
- Spend: $120
- order: 35
- ACoS: 57%
smallaboverackonenew product, Selling price$49.99.heuseSponsored Productsconductpromote:
- Campaign: Daily Budget$50
- Keyword: "bluetooth speaker"(Broad Keywords), "portable bluetooth speaker"(Long-tail Keywords)
- Match Types: Broad Match+Phrase Match
- Bidding Strategies: Dynamic Bidding-improveandreduce
Week 1 Data:
- exposure: 15,000times
- click: 300times
- CTR: 2.0%
- Spend: $90
- order: 15
- ACoS: 120%
Optimizationadjustment:
- Remove ineffectiveKeyword(if"bluetooth headphones")
- reduceBroad KeywordsBid, improveLong-tail KeywordsBid
- addNegative Keywords
Week 4 Data:
- exposure: 25,000times
- click: 450times
- CTR: 1.8%
- Spend: $120
- order: 35
- ACoS: 57%
Policy Sources
Amazon officialhelpdocument: Sponsored Products
sidepageDetailed DescriptionSponsored Productsfeature, methodandBest Practices.
sidepageDetailed DescriptionSponsored Productsfeature, methodandBest Practices.
Operation Tips
RecommendationsNew Product LaunchafterimmediatelyenableSponsored ProductsAdvertising, useBroad MatchtestKeyword, thenbased ondatagraduallyOptimization.meanwhilefocus onACoSandROASmetric, ensureAdvertisingenterexitcompared toreasonable.