Expert Q&A: Amazon Sponsored Products, Part 2

July 25, 2016

Marketplaces Laura Lane By Laura Lane

Back in March, we hosted a webinar with Amazon called Advertising on Amazon: How to Get Ahead with Sponsored Products. The webinar outlined the Sponsored Products programme and offered up strategies for how retailers and branded manufacturers could give their Amazon listings that much-needed boost.

The response from attendees was great, but many of you still had questions.

With the help of our internal experts, we’re publishing the answers to your questions in a two-part blog series (Read Part 1).

Q: Can I swap from manual targeting to automatic in the middle of a campaign?

A: No, once a Targeting Type is selected upon creation of a campaign, you can’t change it. You’ll need to create a new campaign and pause the old one.

Q: Can a seller combine automatic keywords with negative keywords?

A: Yes.

Q: Are you able to capture baseline numbers prior to a Sponsored Products campaign? For example, can you see if a product sold five units during the 30 days prior to the campaign and sold 30 units during the campaign?

A: Unfortunately, you’re not able to perform that function at this time.

Q: Hypothetical example: A £30/day budget for 30 SKUs would be £1/day per SKU with a spend of £900/month. Is this correct?

A: That would be correct if your campaigns are built with one SKU per campaign. That would be the only way to limit spend at the SKU level.

Q: Does a click on an ad mean the same as a click on an organic listing?

A: From an advertiser’s point of view, a click on an ad results in a cost (as in cost per click, or CPC). An organic listing does not.

Q: Do keywords have to be within your product listing in the keyword field?

A: No, keywords in a Sponsored Products campaign are built out completely separate from any “keyword” labels you may have in your inventory. You can keep them the same or make them different.

Q: Does automatic targeting create a maximum set of keywords that will be used?

A: Unfortunately, Amazon doesn’t provide much insight here. We suggest reviewing Amazon’s search query report frequently and adding lots of negatives if you find that the keywords are too broad.

Q: How do you actually check your ROI from your ads? (I know how I do it, but I’m curious how others do it.)

A: There are many levers you can pull when evaluating the performance of your Sponsored Products campaigns. Using ChannelAdvisor Management & Reporting, you can easily filter your performance results to quickly see which keywords are outperforming your goals (and bid them up) as well as which keywords are costing too much and not converting (bid down or pause!).

Q: Is there an additional cost to bid up?

A: There’s no additional cost to bid up, but the amount that you’re bidding can be up to 50% higher than your original bid.

Q: Is there a cost for reports?

A: There’s no additional cost for reports in Seller Central or in ChannelAdvisor.

Q: Where do we find the Customer Search Term Report?

A: This report is available in the reporting section of Seller Central.

Q: It seems like there can be sales driven by these ads that aren’t accounted for if a customer clicks on the ad, doesn’t buy at that moment, but returns to buy later. Have you noticed this, and do you have any statistics related to this phenomenon?

A: Sure. This is called latency. Amazon captures these orders as well. We mirror Amazon’s UI and pull the report that Amazon used to attribute orders within seven days of the initial click. Seller Central has additional attribution models in the Campaign Manager Report that break down orders within one day, seven days and 30 days of the initial click.

Q: I’ve tried lowering the daily budget to focus on long tail keywords, but it didn’t stop my ad from showing up with irrelevant search queries and wrong ASIN searches. Any suggestions?

A: Try adding negative keywords for any “irrelevant search queries” that you don’t want your ad to show for. You can also try modifying your keyword match type to “phrase” or “exact match” so your ad shows only for searches most closely related to your keywords.

Q: What should a daily budget be for 50-100 products?

A: It’s hard to answer this with no other information. We suggest looking to Amazon’s suggested bids for each of these products, but the hard part is estimating how many clicks they’ll receive each day.

Q: Would using the same product in different campaigns help the product’s search result?

A: We don’t recommend this approach, because you’ll be essentially bidding against yourself.

 

Still need more? Listen to the webinar or hit us up by email at ukteam@channeladvisor.com. We’d be happy to discuss Sponsored Products, the latest Amazon strategies and other ways you can boost your bottom line.