{"id":30269,"date":"2021-11-16T13:15:18","date_gmt":"2021-11-16T13:15:18","guid":{"rendered":"https:\/\/www.bigbuy.eu\/blog\/?p=30269"},"modified":"2021-11-16T13:15:18","modified_gmt":"2021-11-16T13:15:18","slug":"amazon-advertising-when-and-how-to-create-adverts-on-amazon","status":"publish","type":"post","link":"https:\/\/www.bigbuy.eu\/blog\/en\/amazon-advertising-when-and-how-to-create-adverts-on-amazon\/","title":{"rendered":"Amazon advertising: when and how to create adverts on Amazon."},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Amazon is one of the most famous marketplaces in the world and one of the best options for selling online. There are very few people who have never ordered anything on this ecommerce platform.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you already sell or are thinking of selling on Amazon, creating campaigns with Amazon advertising can offer you some great opportunities. Advertise your best products or boost your brand image with these advertisements.\u00a0<\/span><\/p>\n<h2 id=\"what-types-of-campaigns-can-you-choose-on-amazon-advertising\">What types of campaigns can you choose on Amazon Advertising?<\/h2>\n<p>Depending on the goal you want to achieve, Amazon Ads offers you different options:<\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/257b28d3-7a72-43a9-88b5-06ab543cb2d8.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-29921\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/257b28d3-7a72-43a9-88b5-06ab543cb2d8-770x378.png\" alt=\"\" width=\"713\" height=\"350\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/257b28d3-7a72-43a9-88b5-06ab543cb2d8-770x378.png 770w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/257b28d3-7a72-43a9-88b5-06ab543cb2d8-270x132.png 270w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/257b28d3-7a72-43a9-88b5-06ab543cb2d8-768x377.png 768w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/257b28d3-7a72-43a9-88b5-06ab543cb2d8.png 846w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-level=\"1\"><b>Sponsored Brands<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Choose this type of campaign to boost a specific brand or store. In this case, the rate of conversion you will receive will normally be lower than with the Sponsored Products campaigns, for example. This type of campaign is about making people aware that you exist and to improve your brand image.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Sponsored Display\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These campaigns contain adverts that combine visual elements with text, as well as a call to action. They are the ideal type of advertisement for attracting new traffic of users that are browsing the Amazon marketplace. You will need to be very mindful of the images and content you use.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Sponsored Products<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Sponsored product campaigns are the campaigns we will focus on in this article, and they are the ones from which you will try to obtain the highest conversion rate and profitability possible. With this type of campaign, you can advertise the TOP products from your catalogue or products that you want to position and later maintain organically in the Amazon classification, thereby obtaining sales without resorting to these increasingly less affordable campaigns.\u00a0<\/span><\/p>\n<h2 id=\"when-to-resort-to-sponsored-products-campaigns-on-amazon-ads\">When to resort to Sponsored Products campaigns on Amazon Ads?<\/h2>\n<p>You will mainly use the Sponsored Products campaigns in two scenarios:<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Launch of a new product.<\/strong> When starting to sell a new item on Amazon, it doesn\u2019t have a sales record or ratings and therefore it has a very low organic positioning. In order to be able to start to sell this product and for customers to choose a new unrated item over another that meets the same function and has been on the platform longer, and which has positive reviews, you need to:\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Generate traffic towards this listing. Here is where the<strong> Ads campaign<\/strong> comes in.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Be a little aggressive<\/strong> in terms of pricing at the beginning so that, once you have generated this traffic, the customer will prefer to buy your product rather than that of the competition.<\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>To generate more traffic <\/b><span style=\"font-weight: 400;\">towards a specific product or group of products. This second scenario can arise for a variety of reasons. Either you want to boost a product that is giving you a good profit in order to make it do even better, or you detect a product with potential (where you have achieved the Buybox) which isn\u2019t selling and you want to encourage its sale. You may also want to \u201cwarm up\u201d a specific product before a promotion&#8230;<\/span><\/li>\n<\/ol>\n<h2 id=\"how-to-create-the-first-sponsored-products-campaign\">How to create the first Sponsored Products campaign?<\/h2>\n<p><span style=\"font-weight: 400;\">From your seller central, select<\/span> <b>Campaign manager <\/b><span style=\"font-weight: 400;\">within <\/span><b><i>Advertisements.<\/i><\/b><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/e63c1bd1-ee37-4add-acda-41c37852a81a.png\"><img decoding=\"async\" class=\"aligncenter wp-image-29944\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/e63c1bd1-ee37-4add-acda-41c37852a81a.png\" alt=\"\" width=\"402\" height=\"378\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/e63c1bd1-ee37-4add-acda-41c37852a81a.png 464w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/e63c1bd1-ee37-4add-acda-41c37852a81a-270x254.png 270w\" sizes=\"(max-width: 600px) 100vw, 402px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/f4d32bd4-61b8-40cd-9a9b-2f993a9f0af0.png\"><img decoding=\"async\" class=\"aligncenter wp-image-29967\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/f4d32bd4-61b8-40cd-9a9b-2f993a9f0af0-770x249.png\" alt=\"\" width=\"705\" height=\"228\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/f4d32bd4-61b8-40cd-9a9b-2f993a9f0af0-770x249.png 770w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/f4d32bd4-61b8-40cd-9a9b-2f993a9f0af0-270x87.png 270w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/f4d32bd4-61b8-40cd-9a9b-2f993a9f0af0-768x248.png 768w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/f4d32bd4-61b8-40cd-9a9b-2f993a9f0af0.png 975w\" sizes=\"(max-width: 705px) 100vw, 705px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If this is your first campaign, Amazon usually gifts you a small amount to spend on Ads. Select <\/span><b><i>Create your Campaign.<\/i><\/b><span style=\"font-weight: 400;\"> The advertising console will open where you schedule the campaign and you will be able to start seeing its results. Once again, select the yellow <\/span><b><i>Create campaign <\/i><\/b><span style=\"font-weight: 400;\">box.<\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/18f4e703-738c-4ed1-b648-f83dc4ac4fd0.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-29990\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/18f4e703-738c-4ed1-b648-f83dc4ac4fd0-770x215.png\" alt=\"\" width=\"770\" height=\"215\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/18f4e703-738c-4ed1-b648-f83dc4ac4fd0-770x215.png 770w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/18f4e703-738c-4ed1-b648-f83dc4ac4fd0-270x75.png 270w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/18f4e703-738c-4ed1-b648-f83dc4ac4fd0-768x214.png 768w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/18f4e703-738c-4ed1-b648-f83dc4ac4fd0.png 1868w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">You will see the first image of the document, where you can choose between Sponsored Products, Sponsored Brands and Sponsored Display. In this case, select<\/span><b><i> Sponsored Products<\/i><\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3 id=\"configuration-of-a-sponsored-products-campaign-on-amazon-advertising-h3\">Configuration of a Sponsored Products campaign on Amazon Advertising (h3)<\/h3>\n<p><b><i>Identify your campaign with a name<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Firstly, choose a <\/span><b>name that helps you to clearly identify <\/b><span style=\"font-weight: 400;\">the campaign when you have various campaigns on the advertising console.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this case, create a manual campaign for a fan, so the name you will use will be: SP Manual Fan KW. This means it is a Sponsored Products campaign, which is Manual, relates to a Fan and is segmented by Keywords.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is an example. Each seller can have their own way of identifying the campaign. The product reference could be used instead of \u201cfan\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have the campaign name, indicate the start and finish date and the daily budget you want to spend on the campaign. <\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d66cfe7a-cc15-411a-8344-be44c8da0ea9.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-30013\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d66cfe7a-cc15-411a-8344-be44c8da0ea9-770x406.png\" alt=\"\" width=\"770\" height=\"406\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d66cfe7a-cc15-411a-8344-be44c8da0ea9-770x406.png 770w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d66cfe7a-cc15-411a-8344-be44c8da0ea9-270x142.png 270w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d66cfe7a-cc15-411a-8344-be44c8da0ea9-768x405.png 768w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d66cfe7a-cc15-411a-8344-be44c8da0ea9.png 993w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><b><i>Choose the segmentation of the campaigns<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">The next step is to choose the <\/span><b>type of segmentation <\/b><span style=\"font-weight: 400;\">you want to carry out. In other words, do you want to manually indicate where your advert will appear or would you prefer Amazon to do this automatically through its algorithm?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We always advise starting with an automatic segmentation campaign, <\/span><b>you will see why later.<\/b><\/p>\n<p><b>AUTOMATIC SEGMENTATION<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In <\/span><b>automatic segmentation, <\/b><span style=\"font-weight: 400;\">Amazon will make an impact on consumers with your advert when they search for keywords related to it or when they search for a similar product. It is important to ensure that your product data card is properly optimised with the corresponding keywords, otherwise Amazon will not be able to correctly relate your listing with similar keywords\/products that your customers are searching for.\u00a0\u00a0<\/span><\/p>\n<p><b><i>Select your bidding strategy<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">The next step will be to choose the bidding strategy for the campaign (choose how your budget is spent for each click the customer makes on your advert).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can choose between dynamic bidding (reduce, increase and reduce) or fixed bidding.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our advice in this case is to <\/span><b>choose dynamic bidding: <\/b><span style=\"font-weight: 400;\">increase and reduce, so that Amazon automatically increases or reduces the bid according to the probability of a sale. If you see the daily budget is being used up quickly and the desired conversion is not happening, you can choose to reduce only. That way, Amazon will only reduce the bid if it sees the likelihood of a conversion is low, it will not be able to increase it under any circumstances.<\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/1846591b-127a-4f32-88d7-57fb3ed857fc.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-30036\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/1846591b-127a-4f32-88d7-57fb3ed857fc-770x283.png\" alt=\"\" width=\"770\" height=\"283\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/1846591b-127a-4f32-88d7-57fb3ed857fc-770x283.png 770w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/1846591b-127a-4f32-88d7-57fb3ed857fc-270x99.png 270w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/1846591b-127a-4f32-88d7-57fb3ed857fc-768x282.png 768w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/1846591b-127a-4f32-88d7-57fb3ed857fc.png 1002w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p><b><i>Creating a group of adverts.\u00a0<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">In each campaign you have the option of <\/span><b>creating various groups of adverts<\/b><span style=\"font-weight: 400;\"> if you wish. All these groups will have the same configuration of segmentation and bidding strategy. You can create an automatic campaign with various groups of adverts and another manual one with a few others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this case, within the campaign created, <\/span><i><span style=\"font-weight: 400;\">SP Manual Fan KW, <\/span><\/i><span style=\"font-weight: 400;\">you could create a group of adverts called <\/span><i><span style=\"font-weight: 400;\">floor fans <\/span><\/i><span style=\"font-weight: 400;\">and another group called <\/span><i><span style=\"font-weight: 400;\">ceiling fans.<\/span><\/i><span style=\"font-weight: 400;\"> Each group of adverts has to encompass just one product or several similar products (several ceiling fans, for example). This is because that same group of products is going to share the same segmentation (automatic, by keywords, by product&#8230;). <\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/cc012acf-2b93-4376-b394-afb68cc84e9e.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30059\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/cc012acf-2b93-4376-b394-afb68cc84e9e.png\" alt=\"\" width=\"494\" height=\"451\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/cc012acf-2b93-4376-b394-afb68cc84e9e.png 494w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/cc012acf-2b93-4376-b394-afb68cc84e9e-270x246.png 270w\" sizes=\"(max-width: 600px) 100vw, 494px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">As we have recommended, start with an automatic segmentation campaign and indicate a pre-set bid (follow Amazon\u2019s recommendation). This <\/span><b>type of campaign is the simplest <\/b><span style=\"font-weight: 400;\">because you don\u2019t have to perform any search action of keywords or products where your adverts are to be viewed. Amazon will take care of this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What it does allow you to do is select keywords for which you DON\u2019T want your advert to appear. In other words, include negative keywords.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you are selling a fan for \u20ac2000, you don\u2019t want your advert to appear when a customer searches for <\/span><i><span style=\"font-weight: 400;\">Cheap fans, <\/span><\/i><span style=\"font-weight: 400;\">so you include it in the negative segmentation for keywords. <\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/fd00200d-feb4-41fd-a4a6-20202729c77b.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-30082\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/fd00200d-feb4-41fd-a4a6-20202729c77b.png\" alt=\"\" width=\"603\" height=\"408\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/fd00200d-feb4-41fd-a4a6-20202729c77b.png 691w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/fd00200d-feb4-41fd-a4a6-20202729c77b-270x183.png 270w\" sizes=\"(max-width: 603px) 100vw, 603px\" \/><\/a><\/p>\n<p><b>MANUAL SEGMENTATION<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The reason we recommend carrying out an automatic campaign first and starting the manual one later is because the automatic campaign will provide you with very useful information on the configuration of your manual campaign. Hence, it will enable you to delve into more detail on the keywords that work with your products and ignore those that are providing a low conversion rate. That way, the ACOS (% of sales invested in advertising) of your campaign will be reduced and you will obtain a higher ROAS (return on advertising spend). We will analyse these metrics later.<\/span><\/p>\n<p><b>Configuration of the group of adverts in the manual segmentation campaign.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s move directly to this step, since the previous ones are similar in both types of campaigns. You have two options, segmentation<\/span><i><span style=\"font-weight: 400;\"> by keywords<\/span><\/i><span style=\"font-weight: 400;\"> or segmentation<\/span><i><span style=\"font-weight: 400;\"> by products.<\/span><\/i><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/0389da39-4f4c-448c-a397-5a88d612fe77.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30105\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/0389da39-4f4c-448c-a397-5a88d612fe77.png\" alt=\"\" width=\"730\" height=\"257\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/0389da39-4f4c-448c-a397-5a88d612fe77.png 730w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/0389da39-4f4c-448c-a397-5a88d612fe77-270x95.png 270w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/a><\/p>\n<ul>\n<li><b>Segmentation by keywords.<\/b><span style=\"font-weight: 400;\"> In this case, you can include the keywords suggested by Amazon or include your own list. Our advice is to use the keywords that have worked best in the automatic segmentation campaign (look in search <\/span><i><span style=\"font-weight: 400;\">terms <\/span><\/i><span style=\"font-weight: 400;\">within this campaign) and also include some keywords suggested by Amazon. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">That\u2019s why we said it was worth carrying out the automatic campaign first. You can also extract information about Keywords from tools like Helium or Jungle Scout.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By including keywords, you will need to indicate the type of <\/span><b><i>match and the bid.\u00a0<\/i><\/b><\/p>\n<p><em><b>Match types of manual segmentation by keywords<\/b><\/em><\/p>\n<p><b>Broad match: <\/b><span style=\"font-weight: 400;\">this type of match offers the advert a broader exposure to more traffic. The search term will match if it contains all the keyword terms in any order. This type of match also includes the keyword plural as well as other related searches or variations of it.\u00a0<\/span><\/p>\n<p><b>Phrase match: <\/b><span style=\"font-weight: 400;\">the user\u2019s search term will contain the exact phrase or sequence of words. It is more restrictive than the broad match, but it will result in more relevant placements for your adverts.\u00a0 As in the case of the broad match, the phrase match will also include the keyword plural.<\/span><\/p>\n<p><b>Exact match: <\/b><span style=\"font-weight: 400;\">in this case, the search term must exactly match the keyword or sequence of words in order for the advert to appear. It may also match with close variations. This is the most restrictive match type, but it can be more relevant to a search.\u00a0 Just like the other matches, it also includes the keyword plural.<\/span><\/p>\n<p><em><b>Suggested bid and range of bids<\/b><\/em><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>suggested bid <\/b><span style=\"font-weight: 400;\">and bid range are calculated from a group of recent winning bids for adverts that are similar to yours.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>bid range <\/b><span style=\"font-weight: 400;\">is a range of winning bids for the majority of adverts in your product category.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The suggested bid offers you an estimate of bids that other advertisers have used for products like yours.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal is to help you to start advertising. However, if you have a specific goal in mind, we recommend you enter a bid that will enable you to use your strategies and that you can adjust later, in line with the campaign&#8217;s performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if the suggested bid is \u20ac0.70, the bid range is from \u20ac0.40 to \u20ac1.40.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The suggested bid and the bid range are updated daily, according to the increase or decrease in bids and adverts belonging to the competition in each auction.<\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/85290455-d909-4652-9b59-8317114d886f.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30128\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/85290455-d909-4652-9b59-8317114d886f.png\" alt=\"\" width=\"724\" height=\"457\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/85290455-d909-4652-9b59-8317114d886f.png 724w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/85290455-d909-4652-9b59-8317114d886f-270x170.png 270w\" sizes=\"(max-width: 724px) 100vw, 724px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">These bids must be reviewed on a weekly basis and be adjusted in line with the performance of each one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As in the automatic campaigns, you will also have the option of <\/span><b>negative segmentation by keywords<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Segmentation by products<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Segmentation by products allows you to choose specific products, categories or brands or other product features that are relevant to the product you are advertising.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use this strategy to <\/span><b>help buyers to find your product <\/b><span style=\"font-weight: 400;\">when they browse the detail pages of any product or category.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can segment categories and products separately or segment a combination of categories and brands in the same campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon offers segmentation recommendations in the <\/span><b><i>Suggestions <\/i><\/b><span style=\"font-weight: 400;\">tab in the <\/span><b><i>Product segmentation<\/i><\/b><span style=\"font-weight: 400;\"> section. As in the case of segmentation by keywords, you can also specify a negative list of brands and ASIN with which the advert will not be associated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you are advertising a ceiling fan from \u201cBrand A\u201d, you can segment the category \u201cceiling fans\u201d for all the search results and on the relevant product detail pages for this category.\u00a0 You can also choose \u201cBrand B\u201d because it is a similar brand to \u201cBrand A\u201d; or you can segment price levels, star ratings or variants of similar products.<\/span><\/p>\n<p><b>Categories<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In the <\/span><b><i>Categories <\/i><\/b><span style=\"font-weight: 400;\">tab, you can segment the suggested categories according to product relevance. You can also search by category or explore the categories that appear under the search field. <\/span><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> In the case of Sponsored Products and Sponsored Display, in the Toys and games category, you can limit the age range of the product. In the case of electronic books and books, you can filter by genre. With Sponsored Brands, you can limit categories by brand, price range and star ratings.<\/span><\/p>\n<p><b>Products<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In the <\/span><b><i>Products <\/i><\/b><span style=\"font-weight: 400;\">tab, you can segment individual suggested products that are similar to the product you are advertising. You can also search for specific products in the search field.<\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/598325f3-8523-4acf-84d9-9bba269734e4.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30151\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/598325f3-8523-4acf-84d9-9bba269734e4.png\" alt=\"\" width=\"716\" height=\"344\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/598325f3-8523-4acf-84d9-9bba269734e4.png 716w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/598325f3-8523-4acf-84d9-9bba269734e4-270x130.png 270w\" sizes=\"(max-width: 716px) 100vw, 716px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/943a3480-c69b-4a42-b444-13a56cb1d4b0.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30174\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/943a3480-c69b-4a42-b444-13a56cb1d4b0.png\" alt=\"\" width=\"719\" height=\"384\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/943a3480-c69b-4a42-b444-13a56cb1d4b0.png 719w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/943a3480-c69b-4a42-b444-13a56cb1d4b0-270x144.png 270w\" sizes=\"(max-width: 719px) 100vw, 719px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In this example, you would indicate that you want your advert to be published in the ceiling fan category and on the pages of two products, B003LXB3GS and B0913DWQ9V.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our advice is that, when you carry out this type of campaign, you always place yourself in the <\/span><i><span style=\"font-weight: 400;\">Amazon best sellers<\/span><\/i><span style=\"font-weight: 400;\"> classification<\/span><i><span style=\"font-weight: 400;\">.<\/span><\/i><span style=\"font-weight: 400;\"> Take the top 10 and include them in your list.<\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/81eeac21-f7f1-46dd-827f-bab244ab169e.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30197\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/81eeac21-f7f1-46dd-827f-bab244ab169e.png\" alt=\"\" width=\"494\" height=\"193\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/81eeac21-f7f1-46dd-827f-bab244ab169e.png 494w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/81eeac21-f7f1-46dd-827f-bab244ab169e-270x105.png 270w\" sizes=\"(max-width: 600px) 100vw, 494px\" \/><\/a><\/p>\n<h3 id=\"how-to-control-the-results-of-amazon-advertising-campaigns\">How to control the results of Amazon Advertising campaigns?<\/h3>\n<p><span style=\"font-weight: 400;\">It is important to review the search terms in the automatic campaign. Look at how much you are spending on each one and what conversion it is giving you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the picture you can see that, with the exception of the term \u2018folding desk\u2019, the keywords and products being used to segment the automatic campaign are not giving positive results.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this case, their cost is very low, but if the cost of one of these was higher and not making the product sell, you would insert it into the negative segmentation. <\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d89f10bd-4f2e-47c0-ab36-dec7f1cafc08.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-30220\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d89f10bd-4f2e-47c0-ab36-dec7f1cafc08-770x216.png\" alt=\"\" width=\"770\" height=\"216\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d89f10bd-4f2e-47c0-ab36-dec7f1cafc08-770x216.png 770w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d89f10bd-4f2e-47c0-ab36-dec7f1cafc08-270x76.png 270w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d89f10bd-4f2e-47c0-ab36-dec7f1cafc08-768x216.png 768w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/d89f10bd-4f2e-47c0-ab36-dec7f1cafc08.png 1260w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<h4 id=\"review-of-the-general-results-of-amazon-advertising-campaigns\">Review of the general results of Amazon Advertising campaigns<\/h4>\n<p><span style=\"font-weight: 400;\">In order to review the results of our campaigns on Amazon, you can configure the metrics within the platform, add or remove them as desired. We are going to use the campaign below, which was carried out for a recently-launched product, as an example for analysis.<\/span><\/p>\n<p><a href=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/unnamed.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-30243\" src=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/unnamed.png\" alt=\"\" width=\"512\" height=\"49\" srcset=\"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/unnamed.png 512w, https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/unnamed-270x26.png 270w\" sizes=\"(max-width: 600px) 100vw, 512px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This campaign has a minimum spend, but it helps you to see the behaviour of a campaign when the product is new and doesn&#8217;t have any traffic, sales or ratings.<\/span><\/p>\n<p><b>Important: <\/b><span style=\"font-weight: 400;\">You are not going to get the same performance in a campaign for a product or group of products with a well-established organic positioning as with a campaign for a new product. The latter will have similar traffic but its performance will be much worse.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A customer that enters an optimised product data sheet with a good score and good a ratings count will end up buying the product. However, when they enter a totally new product without a sales record and without any ratings, the easiest thing is to not end up buying that item. You will have a high bounce rate on this product page.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For that reason, even if you carry out an Amazon Ads campaign and increase the traffic of a selection of products in a non-organic way, <\/span><b>you have to bear in mind that other circumstances influence the level of sales.<\/b><b><i>\u00a0<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">For our part, we want to reiterate that <\/span><b>we recommend that an aggressive pricing strategy is used in the launch of new products <\/b><span style=\"font-weight: 400;\">for the first few days in order to obtain ratings quickly.<\/span><\/p>\n<h5 id=\"analysis-of-the-advertising-campaign-on-amazon\">Analysis of the advertising campaign on Amazon<\/h5>\n<p><span style=\"font-weight: 400;\">When analysing the campaign we have given as an example, you can see that it received 12342 views. In other words, the advert has been shown on customers\u2019 screens 12342 times. Of all of these, the advert has only been clicked on 85 times (it may be that one customer has clicked more than once, this accounts as the same). You can see that the <strong>CTR<\/strong> (percentage of clicks or Click Through Rate) is very low, at just 0.69%.<\/span><\/p>\n<p>We have spent \u20ac19.97 with a cost per click (CPC) of \u20ac0.23.<br \/>\nOf the 85 clicks on the advert, only one has converted into a sale, obtaining an amount of \u20ac66 (excluding VAT). Here we can see what really interests us about the campaign: ACOS AND ROAS.<\/p>\n<p><span style=\"font-weight: 400;\">The advertising cost of sale (ACOS) is the percentage of direct sales that you have made from sponsored adverts. The ACOS is calculated by dividing the advertising investment by the total sales generated (ACOS = advertising investment\/sales). For example, if you spend \u20ac20 on a sponsored advertising campaign and you generate \u20ac100 in sales, your ACOS is 20%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ACOS is the opposite of return on advertising spend (ROAS), which is calculated by dividing the total sales generated by the advertising investment of the campaign (ROAS = sales\/advertising investment). Unlike the ROAS, the ACOS is represented as a percentage and includes the attributed sales of the advertised products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, in this case, from the total sales (100%), 30.21% is being spent on advertising. This would be a very high percentage. The ideal is for the ACOS to be as low as possible, between <\/span><b>5% and 15% <\/b><span style=\"font-weight: 400;\">is considered appropriate (depending on the strategy and the margins you operate with these products).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, you want as high an ROAS as possible. In this case, you could deduce that for every \u20ac invested in advertising, you are only receiving \u20ac 3.31 in sales. It is simply what you receive in income spread between what you spend on advertising.\u00a0 If you multiply the \u20ac19.97 of spending by the ACOS, you will obtain \u20ac66.11 from the campaign sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is important to keep a tight control of these metrics in order to tailor the advertising campaigns on Amazon and, if they are not profitable, consider a change in strategy.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you require more information about Amazon Ads, here is an interesting link about <\/span><a href=\"https:\/\/advertising.amazon.com\/es-es\/solutions\/products\/sponsored-products\"><span style=\"font-weight: 400;\">Sponsored products<\/span><\/a><span style=\"font-weight: 400;\">. Now it\u2019s time to start to create your own campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are not yet selling on Amazon, you can do so now with BigBuy products. Here is some more information about <\/span><a href=\"https:\/\/www.bigbuy.eu\/es\/dropshipping-amazon.html\"><span style=\"font-weight: 400;\">dropshipping on Amazon.\u00a0<\/span><\/a><\/p>\n<p><i>-Guide written in collaboration with Javier de Tom\u00e1s, <strong>Marketplaces Specialist.<\/strong><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon is one of the most famous marketplaces in the world and one of the best options for selling online. There are very few people who have never ordered anything on this ecommerce platform.\u00a0 If you already sell or are thinking of selling on Amazon, creating campaigns with Amazon advertising can offer you some great&hellip;<\/p>\n","protected":false},"author":11,"featured_media":30295,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[957],"tags":[],"acf":[],"featured_media_src_url":"https:\/\/www.bigbuy.eu\/blog\/wp-content\/uploads\/2021\/11\/Gu\u00eda-Amazon-Advertising-sponsored-products-770x433.png","_links":{"self":[{"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/posts\/30269"}],"collection":[{"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/comments?post=30269"}],"version-history":[{"count":0,"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/posts\/30269\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/media\/30295"}],"wp:attachment":[{"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/media?parent=30269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/categories?post=30269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bigbuy.eu\/blog\/en\/wp-json\/wp\/v2\/tags?post=30269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}