Amazon Advertising Explained, How To do PPC Sponsored Ads on Seller Central | Summary and Q&A

TL;DR

In this video, Steven Pope, the Amazon expert, discusses the different types of Amazon advertising campaigns and shares tips for successful advertising.

Key Insights

• 🚗 Every Amazon account should have an auto campaign to discover relevant keywords.
• 🍉 Negating brand terms in auto campaigns helps avoid wasted advertising spending.
• 🍉 Advertising on your own brand terms is defensive and may not result in significant incremental sales.
• 👨‍🔬 Competitor campaigns can be profitable by targeting customers searching for competitor brands.
• 👨‍🔬 Manual campaigns require detailed research and segmentation at the category level.
• 🅰️ Different types of keyword matches (broad, phrase, and exact) should be used to optimize campaigns.
• 🥺 Headline ads can lead customers to storefronts, which are crucial for successful advertising.

Transcript

hi my name is Steven Pope and I'm the Amazon guy helping with everything from marketing merchandising and logistics on Amazon in this video I will be talking specifically about advertising a lot of information to go over some of the stuff I'm going to show you on this video is industry cutting-edge groundbreaking stuff like you're not going to see ... Read More

Questions & Answers

Q: What is the purpose of setting up an auto campaign?

Auto campaigns help you discover relevant keywords and can be profitable, especially if you negate your brand terms to avoid wasted spending.

Q: Should I advertise on my own brand terms?

Advertising on your own brand terms is defensive in nature and necessary to protect your brand from competitors. However, it may not result in significant incremental sales.

Q: Can I successfully advertise on competitor brands?

Yes, advertising on competitor brands can be profitable. By targeting customers searching for competitor brands, you can potentially capture sales that you wouldn't have otherwise.

Q: What is the most complex type of campaign to set up?

Manual campaigns require extensive research and segmentation at the category level. Each ad group needs customized keywords, making it more time-consuming and complex than other campaigns.

Summary & Key Takeaways

• Steven discusses the four types of Amazon advertising campaigns: Auto, Brand, Competitor, and Manual.

• Auto campaigns are easy to set up and allow Amazon to choose keywords, while brand campaigns defend your brand name.

• Competitor campaigns target customers searching for competitor brands, and manual campaigns require detailed keyword research.