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A detailed list of Amazon Terms used while setting up Sponsored Product Campaigns.

Amazon Advertising Terminology 

We keep hearing some of the same questions from our clients, what is a broad match verse a phrase match? What’s dynamic bidding, and how does it affect our search results page?

We added this page to assist you with your Amazon advertising efforts. Client or not, we want you to be successful, hope it helps.

– The PPC Optimization Team

Campaign Type: Sponsored Products – Terms

Settings Section:

Campaign name – A campaign name is only visible to you, so choose a name that you can easily identify and refer back to later.

Portfolio – Portfolios are a group of campaigns that can have a budget cap. Portfolios enable you to group and organize campaigns.

Start date – This is the date your campaign will start. You can set a future start date to launch your ad campaign at a later date.

End date – This is the date your campaign will end. To ensure your ads are always active so you don’t miss impressions or clicks, choose “No end date.” You can extend, shorten, or end your campaign at any time while it’s running.

Daily budget – You may spend less than your daily budget, or up to 10% more than your daily budget. This helps you to benefit from high-traffic days. At the end of the calendar month, you won’t be charged more than the daily budget you’ve set, multiplied by the number of days in that month. 

Targeting – Automatic or Manual targeting.

Automatic Targeting Campaigns:

With automatic targeting, we match your ad with keywords and products that are similar to the product in your ad. We choose keyword and product matches for you based on shopper searches related to your product information. Automatic targeting allows you to easily and quickly create a campaign. After your campaign has been running, you can view your campaign’s performance in campaign manager to monitor impressions and clicks to your ad and modify the targeting to meet your business goals.

When you choose automatic targeting, we use multiple default strategies on your behalf to match your ad to a shopper looking for your product. For example, your ad will be eligible to be shown in the search results if your ad product closely or loosely matches searches results from shoppers. Similarly, we’ll show your ad on the detail pages of products that are substitutes or complements of your ad products. After you create your campaign, you can view these different targeting strategies (i.e., close match, loose match, substitutes and complements) in campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one tactic versus another to meet your objectives

Manual Targeting Campaigns:

For more advanced advertisers who have targeting experience, manual targeting helps you to specifically target keywords and products. You can choose different match types for keywords, and choose categories, products, brands or features related to your product.

Campaign Bidding Strategy Section – Choose how you want to pay for clicks on your ads.

Dynamic bids – down only – We’ll lower your bids in real time when your ad may be less likely to convert to a sale. Any campaigns created before January 2019 used this setting.

Dynamic bids – up and down – We’ll raise your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert to a sale

Fixed bids – We’ll use your exact bid and any manual adjustments you set, and won’t change your bids based on likelihood of a sale.

Adjust bids by placement (replaces Bid+) – Apply different bids by placement by entering a percentage increase to your default bid. These adjustments will apply on all bids in the campaign. Based on your bidding strategy, your bids can change further.

Top of search (first page) – 

Product Pages

 

About this Section:

This section covers Amazon terms as they show up in creating a Sponsored Product Campaign.

Sponsored Brands and Sponsored Display Ads are in the sections below.

Did we miss something? Let us know, thanks!

– Contact Us

Further Information on This Section:

Areas like, Dynamic Bidding, Top of Search or Product Page targeting can get more complicated. Here are some links we have found to be helpful on these areas.

Understanding Amazon Dynamic Bids – by Sellozo

Amazon Dynamic Bidding & Bid Adjustments – by Viral Launch

Ultimate Guide to Dynamic Bidding Strategies – by Sellics

Create an Ad Group Section:

An ad group is a group of ads sharing the same set of keywords and products. Consider grouping products that fall within the same category and price point range. You can edit your campaign after launch to create additional ad groups in campaign manager.

Each Sponsored Products campaign can have one or more ad groups. The first ad group is created when you create a campaign.

You can add more ad groups to the campaign after you’ve saved it. Whether using auto-targeting or manual targeting, we recommend creating ad groups with products that are in the same category. This helps optimize your bidding strategy, relevancy, and targeting.

In auto-targeted campaigns, you can apply a single bid to the whole ad group. In manual-targeted campaigns, you can select a common group of targets to all the products within the ad group.

The essential elements of an ad group are:

  • Ad group name: Assign an ad group name that is descriptive and meaningful to you. Ad group names must be unique within a campaign but you can use the same ad group name in different campaigns. Your ad group name will be used for Seller Central display purposes and will not be visible to customers.
  • Products: Select the products from your inventory to include in your ad group. Each of the products that you select will be displayed as an ad.
  • Keywords and bids apply to all products within an ad group, so we recommend choosing products that are closely related to each other. When creating an ad group with manual targeting, we recommend you add as many similar products to the ad group as you can. More products in your ad group increases the likelihood of receiving ad impressions because the products share the same keywords in your ad group.
  • You can add new products to an existing ad group at any time. To add products, select the ad group and go to the Products tab. Click Add products, and you will see your list of eligible products to add to the ad group. You can add 1,000 products to an ad group at a time.
  • Targeting: You can use Amazon’s suggested keywords, your own keywords, negative keywords, or target by product.

Ad group name – Only visible when managing your ads.

Amazon AdGroups

Understanding that AdGroups live inside Campaigns and are subject to the campaign settings is crucial to your advertising success.

Example, if you want a broad match AdGroup to use dynamic down only bidding, while the exact match AdGroup to use dynamic up and down, these two AdGroups would need to be in separate campaigns.

Get to know what settings are at the campaign level and which ones are at the ad group level.

Products Section

Products – Add products that you want to promote in this campaign.

Search By – Product Name, ASIN or SKU

Add All on this Page – Adds all the ‘visible’ items in the current search. If you are displaying for example, 50 or 300 items this text link will add the 50 visible items to your targeting list.

Add Item – Add the individual item, single, not a whole variation group.

Add Variation – Adds all the items in the variation. You may need to click ‘Add’ again to get the main item for the displayed group or child of the variation.

If Targeting an Amazon Automatic Campaign, the next section will display the following items. Scroll down to see the Manual Campaign options.

Automatic Targeting – Automatic Targeting uses keywords and products to help your ads appear in search and detail pages.

Set default bid – Default bid applies to all clicks unless you set a different bid for a keyword. Based on the bidding strategy and the placement increase you choose, your bids might change.

Set bids by targeting group – Targeting groups use multiple strategies to match your ads to shoppers looking for your products.

Targeting Groups – You can choose different bids for groups of search terms and products matched with the product in your ad.

Suggested Bid – Suggested bids are calculated daily based on past bidding activity for ads similar to yours to predict bids that are more likely to win.

Bid – The maximum amount you will pay for a click when this target triggers your ad.

Close match – We’ll show your ad to shoppers who use search terms closely related to your products. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad when shoppers use search terms like “cotton sheets” and “400-count sheets.”

Loose match – We’ll show your ad to shoppers who use search terms loosely related to your products. If your product is Doppler 400-count Cotton Sheets, we’ll show an ad when shoppers use search terms like “bed sheets” and “queen-sized cotton sheets.”

Substitutes – We’ll show your ad to shoppers who use detail pages of products similar to yours. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad on detail pages that include “300-count Cotton sheets” and “queen 400-count Sheets.”

Complements – We’ll show your ad to shoppers who view the detail pages of products that complement your product. If your product is “Doppler 400-count Cotton sheets,” we’ll show an ad on detail pages that include “queen comforter” and “feather pillows.”

If Targeting an Amazon Manual Campaign, the next section will display the following items.

Keyword Targeting or Product Targeting (Scroll Down) Section:

Keyword targeting – Use this strategy when you know the search terms that customers use to search products similar to yours.

 

More Details: Keyword targeting allows you to choose keywords to show your products in customer searches and detail pages. Use this strategy when you know the search terms that shoppers use to search products similar to yours.

For example, if your ad product is a phone case, you may choose the keyword “phone case.” When a shopper searches for a product with the search term “phone case,” your ad is eligible to show in search results and detail pages.

Suggested (Suggested Keywords) – Suggested keywords are generated based on the products you’re advertising. It’s up to you to add the keywords you want. You can edit keywords and bids after you add them.

Match Type – Keyword match types allow you to fine-tune which customer searches trigger your ads.

Broad: Contains all the keywords in any order and includes plurals, variations and related keywords.

Phrase: Contains the exact phrase or sequence of keywords.

Exact: Exactly matches the keyword or sequence of keywords

Enter Keywords – Search or enter keywords manually. Amazon will show suggested terms based on what you enter.

Upload File – Upload a CSV, TSV, XLSX file to add keyword terms.

Product Targeting Section:

Product targeting – Use this strategy to help shoppers find your product when browsing detail pages and categories or searching products on Amazon.

More Details: Product targeting allows you to choose specific products, categories, brands, or other product features that are similar to the product in your ad. Use this strategy to help shoppers find your product when browsing detail pages and categories, or when searching products on Amazon. You can target categories and products individually or target a combination of categories and brands in the same campaign.

To help you get started, we provide targeting recommendations under the “Suggested” tab in the Product targeting section. To prevent unwanted impressions, you can specify a negative list of brands and ASINs that the ad will not be matched to.

For example, if the product in your ad is a “Brand A” shoe for women, you can choose to target the category “women’s running shoes” for all search results and detail pages relevant to this category. You can also choose to target the brand “Brand B” because it’s a brand similar to “Brand A”, or you can target price points, star reviews, or variations of similar products.

If using the Product Targeting Option, the below additional fields will show up.

Category Tab: In the categories tab, you can target suggested categories that are based on relevance to your ad product. You can also search by category, or you can browse categories listed below the search field. You can also refine categories by brand, price range, review star ratings, and Prime shipping eligibility.

Products Tab: In the products tab, you can target suggested individual products that are similar to the product in your ad. You can also search for specific products in the search field.

Categories – Categories are products that are grouped by similarities, like women’s running shoes.

Individual Products – Target individual products that are similar to products in your ad.

Refining your Category: This is a powerful targeting strategy. You can target competitive products based on:

Brand – Select target competitive sellers by brand names.

Price Range – Select target competitive sellers by price range, min and max.

Review star ratings – Select target competitive sellers by star rating – configured by a slider 0 – 5 stars

Shipping – Select target competitive sellers by shipping type, All, Prime eligible or Not Prime eligible.

Products targeted – The total number of products your AdGroup will target based on the configured items in the refinement section.

Optional Negative Product Targeting:

Negative product targeting prevents your ads from displaying when a shopper’s search matches your negative product selections. This helps exclude irrelevant searches, reducing your advertising cost.

Exclude Brands – An advanced strategy that prevents your ads from displaying in specific search results or detail pages. Tip: Lower your bid for specific brands instead of excluding.

Exclude Products – An advanced strategy that prevents your ads from displaying in specific search results or detail pages. Tip: Lower your bid for specific brands instead of excluding.

Learn More

This section is where you can add your ASIN’s or SKU’s to the list of items you are advertising.

If you find it difficult to add items through this section, you can always add them later by editing the AdGroup.

Advertising Tips #1:

Create separate AdGroups for different targeting match types. Example, create a Broad, Phrase, and Exact AdGroups separating your terms. This will allow the match types to stand on their own, and you can get more granularly focused on the performance of the terms.

Looking for more help? Contact PPC Optimization today for a FREE Consultation. We will take a close look at your current advertising efforts, your goals, and give you valuable feedback to immediately improve your Amazon advertising.

Optional Negative Keywords

Negative Keywords – Negative keywords prevent your ads from displaying when a shopper’s search terms match your negative keywords. You can exclude irrelevant searches, reducing your advertising cost.

Negative Keyword Match Type – Negative keywords can be used with phrase and exact match types to prevent ads from being displayed.

Phrase: Contains the exact phrase or sequence of keywords.

Exact: Exactly matches the keyword or sequence of keywords.

You may add up to 1000 negative keywords.

Learn More

Negative keyword terms are an essential way to optimize your Amazon advertising efforts.

Here you can negative exact match a term you don’t want to advertise for, allowing it to target only broad or phrase match. Alternatively, you can negative phrase match a word or phrase, allowing it to negate a keyword term or phrase on a broader scale.

Additional Information

Amazon will optimize your ad – You’ve chosen to let us show the most relevant products from your landing page in your ad, which means that the products that show may be different from what you originally selected.

Tip: Check your headline – Don’t write about specific products in your headline. Keep the message general so shoppers understand your ad no matter which products show.

Campaign name – A campaign name is only visible to you, so choose a name that you can easily identify and refer back to later.

Start date – This is the date your campaign will start. You can set a future start date to launch your ad campaign at a later date.

End date – This is the date your campaign will end. To ensure your ads are always active so you don’t miss impressions or clicks, choose “No end date.” You can extend, shorten, or end your campaign at any time while it’s running.

Daily budget – You may spend less than your daily budget, or up to 10% more than your daily budget. This helps you to benefit from high-traffic days. At the end of the calendar month, you won’t be charged more than the daily budget you’ve set, multiplied by the number of days in that month. 

Campaign bidding strategy – Choose how you want to pay for clicks on your ads.

Adjust bids by placement (replaces Bid+) – Apply different bids by placement by entering a percentage increase to your default bid. These adjustments will apply on all bids in the campaign. Based on your bidding strategy, your bids can change further.

Ad group name:

Only visible when managing your ads.

Automatic Targeting:

Automatic Targeting uses keywords and products to help your ads appear in search and detail pages.

Default Bid: The maximum amount you will pay for a click when this target triggers your ad.

Suggested Bid: Suggested bids are calculated daily based on past bidding activity for ads similar to yours to predict bids that are more likely to win.

Bid: The maximum amount you will pay for a click when this target triggers your ad.

Amazon Auto Campaign – Targeting Terms

Close Match – We’ll show your ad to shoppers who use search terms closely related to your products. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad when shoppers use search terms like “cotton sheets” and “400-count sheets.”

Loose Match – We’ll show your ad to shoppers who use search terms closely related to your products. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad when shoppers use search terms like “cotton sheets” and “400-count sheets.”

Substitutes – We’ll show your ad to shoppers who use search terms closely related to your products. If your product is “Doppler 400-count Cotton Sheets,” we’ll show an ad when shoppers use search terms like “cotton sheets” and “400-count sheets.”

Complements – We’ll show your ad to shoppers who view the detail pages of products that complement your product. If your product is “Doppler 400-count Cotton sheets,” we’ll show an ad on detail pages that include “queen comforter” and “feather pillows.”

Learn More

Additional advertising details we felt would be helpful.

Would you like help with your Amazon advertising campaigns? From basic optimization for better ACOS, less spending, and more sales to more advanced strategies like offensive and defensive Brand advertising or targeting specific terms to boost your Sales Rank (BSR). Our team at PPC Optimization can take the advertising stress off your team, allowing you to focus on the areas you are confident in (and have more fun at).