Sponsored Ads Drive Test #1

Am I able to send you a block list for Sponsored Display for 3P inventory?

(can I pick what websites I want to appear) no but its going after who rather than where, think about the audience shopper relevancy

Can I negatively target shoppers who have already purchased ASINs that are similar to our advertised ASINs?

(yes) Negative Targeting: Try to narrow down the audience to target only relevant customers. This can be done by adding non relevant audience( ex: past purchasers) in the negative targeting or increasing the lookback window of the audience in negative targeting.you can engatively taregting, we don't want to talk to anybody buying. You can also do that with keywrorks

What is the lookback window for Sponsored Display - Views Remarketing?

- Use Views remarketing to help attain product consideration and conversion. - Reach audiences who have viewed the detail pages of your products or similar products, or within a chosen category on Amazon in the past 30 days, but have not purchased your advertised products. These ads are shown on and off Amazon, on third-party websites and apps.

How many ASINs can I promote with SBV? Where does SBV click through to?

1 ASIN and clicks to detail page. (recently it can be linked to a store)

Why should I use Sponsored Brands?

1. Brand discovery: - Builds awareness and consideration with high intent customers looking for products similar to yours - Placements: (top of search, within sratch, bottom of search) 2. Amazon enabled: - Links with stores so you can educate and engage customers abrout your brand - Free destination Stores: o Created using store builder o Creative: titles, sub pages, videos and more o Provides metrics (visits and sales) 3. Customizable creative - Showcase 3 ASINs, add brand logo and edit headline - Custom image - Sponsored brand video 4. Brand measurement - "new to brand" measurement: how many orders you've gained in past 12 months from first time costumers on Amazon o % of orders new to brand o New to brand sales o % of sales new to brand o New to brand orders 5. Self service - Cost per click price - Second price auction model: what adv pays is an amount between their bid and the second highest bidder

Why should I use Sponsored Display?

1. Proactive programmatic display solution in combination with reactive keywords solutions. 2. grow their business by having a full funnel strategy and conecting both on and off Amazon. 3. contextual and behavioral targeting capabilities, dynamic creative controls and optimization. Targets by behavior 4. drive sales, increase brand loyalty and build awareness.

What is the difference between Product Targeting and Audience Targeting?

1. Product Targeting - An eCommerce Ads feature that allows advertisers to pick specific ASINs on whose detail pages their ad is eligible to serve. reach audiences to target own detail pages 2. Audience Targeting: - Specific audiences you want your ads to appear - Ex: adv to those actively browsing grocery category 1) Reach those in market: someone interested in categories related to you 2) Remarket your product: re engage with shoppers considering your or similar to your product 3) Reach shoppers on and off amazon: stay top of mind across shopping journey 4) Access custom build audiences: find shoppers browsing relevant customers Amazon audiences: 1) In market: people in isle for specific category in last 30 days (snack foods) 2) Lifestyle: map to specific lifestyles: foodies, sports and tech enthusiast (alethic wear) - people who bought shoes, athletic clothes etc. - Very similar to interests - Lifestyle is used more, you will implement it more because interests is to broad 3) Interests: audience who share a common interests (biking) 4) Life events: intorduce relevant products and service based on life moments (first time home owners)

What is the attribution type? What is the attribution window?

1.Sponosred Products: -For vendors: sales equal the total dollar amount of the brand's products sold within 14 days of clicking an ad. -For sellers: any order shoppers place for an advertised product and any other seller's products will be attributed within 7 days of clicking an ad. 2.Sponsored brands: Sales equal the total dollar amount of the brand's products sold within 14 days of clicking an ad. 3.Sponsored display: Sales equal the total dollar amount of the brand's products sold within 14 days of clicking on an ad.

Where do I find the AST outputs so I can review optimizations/changes?

AE will send you a link or in console on campaign manager you can see it on the bell icon

What is the difference between, Broad, Phrase and Exact match?

Broad: Contains all the keywords in any order and includes plurals, variations and related keywords Phrase: Contains the exact phrase or sequence of keywords Exact: Exactly matches the keyword or sequence of keywords

Why wouldn't I always select "optimize for conversion" when setting up my SD campaigns?

Depends on goals. Optimize conversion is only for driving purchase campaigns. For consideration focus on detail page Bid Optimizations is a new bidding control available when creating and managing your Sponsored Display campaign. This feature enables advertisers to optimize their bidding to help meet a specific need. - optimize for conversion: help reach audiences most likely to click and subsequently buy their product based on their purchase history - optimize for page visits: to show ads to audiences most likely to click on the ad and go to their product detail page. (generate awareness)

What do new to brand metrics measure for Sponsored Brands? What constitutes as "new-to-brand?"

It measures which shopper hasn't shopped in the past year. New-to-brand, first time shoppers. Sb measures that - New-to-brand metrics enable you to measure orders and sales of your products generated from first-time customers of your brand. - last 12 months

What is CPC bidding?

The CPC of an ad will be set to $0.01 more to beat the next best ad in the ranking scheme, limited to the maximum CPC bid of the ad

What levers can I pull to optimize Sponsored Products & Sponsored Brands? (core 4)

The Core Four Search Framework 1. Set adequate daily budgets: be on all day, every day 2. Bid on the right keywords: complete on most relevant searches 3. Bid on the top of page position: show up higher on search results 4. Leverage ASIN depth: pick ASINs that bear the bulk of the brands sales

What levers can I pull to optimize Sponsored Display? fast 5

The Fast Five are five proven best practices for creating and maintaining a Sponsored Display Campaign 1. Advertise 10+ ASINs: ROI is 20% better as compared to advertisers who only added 1 2. Expand Product targeting: When targeting at least 10 products/ASINs ROAS is 8% higher and advertisers spend 3.9x more 3. Add Category targeting: ROAS is on average 16% higher when an advertiser targets both categories and products - targeting at least 3 categories ROAS is 12% higher 4. Regularly Adjust Bids Based on Performance and Delivery 5. Add custom headline & logo: makes campaigns eligible for additional ad placements on the detail pages (like the mobile leaderboard and the Amazon top stripe (ILM)).

How many ASINs can I promoted with Sponsored Brands? Where does Sponsored Brands click through to?

Up to 3 ASINS. Ads click to brand store or custom landing page. Individial asins go to detail page

I want to run SBV campaigns but don't have any assets.

We offer complimentary video creation support, free of charge and we can help set up campaigns as well. 1. AST Support now available for SBV (September 2020) - AST is supporting SBV campaign creation. Even if your advertiser does not have a video asset, AST will also support with video creation via VCB. 2. We can Create Videos with asset Video Creative Builder: advertise up to 5 products. optimum lenght is 15-30 secs a) Fast video generation by Amazon account team on behalf of advertisers. b) No cost to the advertiser, and low barrier of entry to begin. c) No assets needed, just customize the template with ASIN details, headlines/bullet points, and brand logo.

What is the difference between Dynamic bids - up & down, vs. Dynamic bids - down only?

With dynamic bids, Amazon will automatically adjust the authors bid at auction-time based on the likelihood of conversion 1. "Dynamic bids - down only": Amazon will reduce your bids in real time for clicks that may be less likely to convert to a sale. With this selection, Amazon may decrease bids up to 100%. 2. "Dynamic bids - up and down" Amazon will increase your bids in real time for clicks that may be more likely to convert to a sale, and reduce them for clicks that may be less likely to convert to a sale.

What are the different payment options for Sponsored Ads?

You can use a debit or credit card, or deduct advertising fees from your seller account balance or the retail proceeds in the account associated with your selected vendor code.

Other than Amazon.com, where can a Sponsored Display Ad show up?

audiences can be reached on Amazon sites, across the web and in mobile apps.

what is 2nd price auction?

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Where does the Sponsored Product ad click through to?

detail page

How do I pull reports to get more granular data on our campaigns?

go to downloadable reports. Top left menu there's a reports tab you can pull different report tabs on SA

Where does a Sponsored Display ad click through to?

links directly to Amazon products detail page

Does a store cost anything to set up?

no

Am I able to see ASIN specific data within the Sponsored Ads reporting?

no, only campaign level reporting

Can I see insights about where my Store traffic is coming from?

yes, in campaign manager in the top left menu there's a store tab

When should we use manual keyword targeting vs. automatic keyword targeting vs. product targeting within SP?

• Use automatic targeting to learn which search terms are influencing users to buy new products. • Add a manually-targeted campaign to capitalize on high-converting keywords with manual bid control to boost sales.