Increase Sessions To Your Buy Box Offers On The Amazon Marketplace
Introduction
How To Use Sponsored Products To Advance Your Amazon Strategy
Amazon Sponsored Products Factors
Sponsored Products Eligibility
Advanced Sponsored Products Strategy
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Get Found on Amazon
Amazon.com is designed to provide the most relevant and compelling product information on product pages and Amazon search. For Amazon sellers, the name of the game is getting more visibility on Amazon search (increasing Discoverability) and converting more detail page sessions into orders-Buyability.
Get More Amazon Clicks And Purchases
Third-party sellers’ Amazon strategy is two tiered:
1. Focus on more traffic to product detail pages- or better product discoverability on Amazon.
2. Once sellers have increased product exposure, Buyability factors influence conversions, Buy Box share.
Driving shoppers to product pages (Discoverability) and converting those shoppers once they reach the product detail pages (Buyability) – are the major levers for Amazon seller strategy- the basic tools for success on Amazon.
Sponsored Products is a valuable tool to drive Discoverability on Amazon. Moreover, Sponsored Products recent Campaign Manager and ad visibility update increases the value of this already useful tool for Amazon sellers.
Amazon Sponsored Products Overview
Sponsored Products is a CPC program for sellers on Amazon, which features product specific ads on search and product pages:
Sponsored Products appear based on search relevancy and targeted keywords, and click through to Amazon detail pages. Retailers in over 30 categories Computers and Beauty and Outdoors can choose to leverage Sponsored Products to their existing Amazon selling programs, incurring cost per click charges for user search targeted ads.
Sponsored Products is a tool which Amazon sellers can use to increase their product’s discoverability on Amazon.
Products To Advance Your
Amazon Strategy
How To Use Sponsored Products To
Advance Your Amazon Strategy
Drive Discoverability
Amazon’s marketplace is a huge landscape. Getting seen on search can be a challenge, especially when Amazon shoppers often search very specific items. Amazon Sponsored Products is a tool to positively impact Discoverability on Amazon.
Amazon Sponsored Products are designed to give merchants on Amazon sellers more product exposure and visibility on Amazon. Sponsored Products are a good opportunity to get more real estate on search, and product pages.
You can use Sponsored Products on Amazon to:
Increase product Discoverability Get more Buy Box traffic
Positively impact Buy Box factors
Highlight new offers (e.g. iPhone 6 vs. 5) Display unique selections
Give exposure to offers with low sessions
Increase visibility for clearance items, and seasonal promotions Overcome the inertia of listing a new to Amazon ASIN with no pre-existing sales history
Get More Visibility On Search And Detail Pages With
Sponsored Products
Sponsored Products have placement on Amazon detail pages and search. Below is an example of how Sponsored Products appear on product pages:
Sponsored Products may also appear on both mobile and tablet browsers. Amazon notes that “the service might expand to other placements across Amazon.com” over time.
Sponsored Products Now Appear In More Places On Amazon
Sponsored Products real estate on Amazon has expanded significantly, which means more availability for seller ad placement, and more opportunity for Discoverability on Amazon. Sponsored Products Placements:
Amazon search
Right of search results on Amazon SERPs Bottom of search results on Amazon SERP
Buy Box Influence
Sponsored Products is feature to push more traffic to your product when they are winning the Buy Box. Sponsored Products is an Amazon tool which is only available to sellers who are winning the Boy Box. Ads appear on search or product pages when the seller is winning the Buy Box. Ads do not appear when you are not winning the Buy Box.
Sponsored Products also impacts Buy Box factors such as seller volume and feedback.
Boost Static Products
Sponsored Products facilitates Amazon Discoverability for products which are winning the Buy Box. Products which already convert well can benefit from more visibility on search, but this tool is especially effective for Amazon products which glean less visibility.
Ad Placement on detail pages Mobile and tablet ads
Amazon Sponsored Products Factors
Sponsored Products Placement
Sponsored Products are highlighted on Amazon search and product pages. Here is a closer look at Sponsored Products:
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are a good fit for you?
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Sponsored Products appear on product pages right below the main product images and Buy Box (red below), above other product information and Amazon recommendations:
Amazon
On Amazon search, Sponsored Products appear to the right or bottom of Amazon SERP pages:
At the bottom of search page results on Amazon, Sponsored Products blend almost seamlessly with marketplace search results:
Amazon Sponsored Products
Although not the same, Amazon Sponsored Products can be likened to Google Products- paid products on search pages incur cost per click seller fees.
What
Why Where
How
Ads on Amazon specific to products
Increase product visibility & sales on Amazon On product pages and Amazon search
Enable seller account for Sponsored Products
The top 5 things you need to know about Sponsored Products:
Amazon Campaign Manager Update integrated automatic targeting
Sponsored Product Ads populate on Amazon based on search behavior and targeted keywords
Sponsored Products are Add-on ads for Amazon sellers which, display’s ads on search and product pages
Ads Appear below main product image on product pages; And to the right or bottom of search pages
Amazon Campaign Manager Update
Amazon Sponsored Products is a useful Amazon lever to increase Discoverability on Amazon. While the program has been around for some time, Amazon’s recent Campaign Manager Update (09/2014) makes the tool an even more valuable asset Amazon sellers.
Sponsored Products Campaign Manager Update
Since its inception, Sponsored Products has required merchants to manually make changes such as selecting keywords for each Sponsored Products ad. Amazon’s new Campaign manager
enables advertisers to automatically target keywords for selected campaigns.
Amazon’s updated Campaign Manager is based off user feedback and includes the following new elements:
Automatic Targeting - New targeting feature through which Amazon will select all relevant
customer targeted keywords for products in your campaign. (This feature is available for new campaigns, but all old campaigns are by manual by default. You can track which campaigns are set up for Automatic Targeting under the targeting column in Campaign manager)
Advertising Cost of Sales Metric- New metric column to help you refine and improve campaign
performance. ACoS is calculated by the total ad spend/ attributed sales to give advertisers a quick campaign performance preview.
New All Campaigns View- Amazon’s Campaign Manager update also includes the
All Campaigns View, through which Amazon sellers can view status of all their campaigns simultaneously.
Automatic Targeting vs. Manual Targeting
Automatic targeting is one of the better features included in Sponsored Products Campaign Manager update. The update will enable sellers to make changes more fluidly within Campaign Manager, in addition.
Automatic Targeting- Keyword targeting feature for Amazon sellers to automatically target
Sponsored Products campaign.
With automatic targeting, Amazon targets a merchants ads to all relevant customer searches based on product information.
Manual Targeting- Process by which sellers manually set keywords options for Sponsored
Products ad campaigns.
Automatic targeting lets sellers skip the process of selecting keywords. However, Automatic Targeting removes the higher level of control associated with Manual Targeting. Manual Targeting lets sellers explicitly identify the keywords for searches their ads are surfacing for.
Campaign Manager Changes- What Should I do?
If you’re already using Sponsored Products, the Campaign Manager updates happen automatically. However, to utilize Automatic Targeting, you need to create new campaigns for existing campaigns and select the automatic targeting option for future Sponsored Products campaigns.
Create New Campaigns With Automatic Targeting
Automatic targeting is an option for new campaigns, but you cannot switch existing Sponsored Products campaigns to automatic targeting.
For any existing campaigns which you want to use automatic targeting, you need to create a new campaign for automatic targeting in Seller Central’s Campaign Manager:
All Campaigns View And ACoS
These new features don’t require any changes on your part. However, you’ll want to test those features to view your campaign data, and provide a more holistic view of your campaign performance.
You Don’t Need to Make Any Changes. Remember you do not have to transfer any data,
change any campaigns, ad groups, keywords, campaign dates, budget, or bids. These will all stay the same, unless you choose to make changes based on the Campaign Manager update.
Sponsored Products Eligibility
Get Sponsored Products
Sponsored Products on Amazon work based on a cost per click method- sellers pay a fee each time an Amazon shopper clicks on a Sponsored Products Ad. Similar to Products on Google, ads appear based on an auction pricing model.
Sellers choose the most they want to pay per each click, which is a factor in determining ad placement on search (along with keywords,etc). Remember to set a daily budget for your campaign that accommodates your Sponsored Products.
Sponsored Products Cost:
CPC pricing Free impressions
Sellers pay when ads are clicked Auction based pricing model
Sponsored Products Eligibility
Sellers looking to sell using Sponsored Products need to consider the available categories, countries and must be Buy Box eligible.
Sponsored Ads are currently only available in 30 categories:
And in 6 countries: UK Germany France Italy Spain China
Sellers looking to highlight products with Sponsored Products need to be Buy Box eligible
for display. Adult products, used products, and products in closed categories are not eligible for Sponsored Products.
Get Started with Sponsored Products
To get started with Sponsored Products, advertisers need to enable their seller account for Sponsored Products. Currently, Sponsored Products do not allow bulk uploads, so sellers need to manually create ads for products.
To set up ads for Sponsored Products, advertisers can:
1. Choose existing listings from Amazon to advertise
2. Choose keywords for products
Seller central>Manage Advertising>Campaign>Ad Group details> keywords tab:
* Note: Amazon’snew Campaign managerallows advertisers toautomatically targetads to searches without manually setting keywords.
3. Set cost per click bids for products’ ads
4. Group ads within Seller Central Campaign Manager under the Advertising tab, and set bids per ad group:
Advanced
Sponsored Products Strategy
Since Amazon Sponsored Products ads have limited space, a limited number of product details appear on the ads, making those attributes for Sponsored Products all the more important to optimize.
Amazon Sponsored Products highlights a select number of product variables including:
Product image Title (Truncated) Price
Star rating
Buy Box winning Seller name
On the right you’ll find an Amazon Sponsored Products ad result at the bottom of the page for “iphone 6 case blue”.
Amazon Sponsored Products ad result at the right of search for “iphone 6 case blue”:
Fine tune your product information for Sponsored Product to increase the likelihood of conversions on your Sponsored Products placements.
TL:DR:
Amazon Sponsored Products and the Campaign
Manager Update
Amazon Sponsored Products is an Amazon tool that increases Discoverability for Amazon Sellers. Recent Campaign Manager and ad visibility updates have taken this useful tool and made it a significant lever for Amazon performance.
Bottom Line
Sponsored Products mean more of your Buy Box winning products on search and product pages- which translates to more chances for sales on Amazon.
