Advanced Amazon Sponsored Ads

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This lesson shows you how to run a manual targeted campaign.

From your list of best-performing keywords generated by your auto-targeted campaign (see the previous lesson), select the ones that are product-specific and descriptive. For example, “vitamin C serum” is more descriptive than “vitamin C” Even better, though, is “vitamin C serum for face”

If you use general keywords, you will spend a lot of money and get a lot of traffic to your product page, but you won’t convert that traffic and it will hurt you in the long run.

This is also a good time to test other detailed, high-traffic product keywords specific to your product. You’ve done a lot of keyword research during this course, and you most likely have a list of keywords that you haven’t used yet. You might want to put those in a different ad group to keep track of where your keywords came from and which convert the best.

1.    Log in to your seller central account, open the “Advertising” drop-down menu, and click “Campaign Manager”

2.    Click “Create Campaign” and select “New Manual Targeting Campaign”

3.    Choose your daily budget. We recommend $25-50. You’ll get more traffic with a higher bid. Once you get things working, you can raise this and it will help you stand out from the competition.

4.    Enter the start date (today) and end date (leave this blank to run this campaign continuously). You can also just test it for 3-4 days to see how it converts for you.

5.    Name your ad group (include your product and the words “manual targeting”). The more ad groups you set up to specifically target certain areas, the easier it will be for you to determine later what is really working.

6.    Select the product to target. If this is your first product, there will be only one.

 7.    Enter your default bid. We recommend placing a relatively high bid at first so you can get views and tweak your ad. Once it is converting well, you’ll see the price go down over time.

8.    Insert your own keywords. This is different from the auto-targeted campaign where Amazon suggests keywords to target. This time, enter the keywords you identified in the previous lesson.

9.    Click “Save and Finish.”

After your manual campaign is running, be sure to monitor ad placement. Check for the main keywords, and adjust the bid price as needed to maintain page one ad rankings.

You want to bid high enough so your ads show on page one for your main keywords. That way, a lot more people will see your ad, you will have more traffic and get more conversions. If you aren’t getting page one placement, adjust your bid price separately for each keyword.

Remember that it can take up to four days for converting sales from your campaign to register. If it doesn’t look like this is happening, you can pause your campaign and wait to see how your ads are really converting.

There are six different reports you can use to monitor the success of your advertising.

To find the following reports, log in to your Amazon central seller account, open the “Advertising Reports” drop-down menu, and click “Reports:”

■    Performance over time by SKU

■    Auto-targeting

■    Estimated page-one bid

■    Other ASIN

■    Campaign performance

■ Monitor, which allows you to track spending during any chosen time frame (e.g., month-to-date). Remember, this will be delayed up to four days. It shows you what you are spending on advertising, your cost of sales, and cost of advertising as a percentage of sales (we recommend you keep this at or below 30%).

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