Amazon Advertising Quiz 1

Manual targeting helps keyword match types control how search terms are matched with keywords associated with an ad

- Broad • Phrase • Exact • Negative phrase (Sponsored Products only) • Negative exact (Sponsored Products only)

Sponsored Brands

- Showcase a collection of products - Appears at the top, within, and at the bottom of search results - Features a custom headline and logo or image - Clicking on a product featured will direct to that product's detail page - Clicking on headline or logo will direct to the brand's - Store or a page featuring a collection of products

customer insight

- all of the touchpoints Amazon has collected and tells us info

when a customer searches in the search bar, Amazon runs an auction to determine which ads will be displayed by

- relevancy - CPC bids

how many monthly unique visitors and global prime members does amazon have

202 million unique visitors and 100 million global prime members

vendors

Active account in Vendor Central, Advantage Central, or Kindle Direct Publishing Sell products from eligible categories Campaigns created on advertising.amazon.com

sellers

Active professional seller account Sell products from eligible categories Campaigns created in Seller Central

ACoS=

Ad spend/ Attributed sales we want this to be smaller

Which audience solution includes Amazon remarketing audience?

Amazon Audience

ROAS=

Attributed sales/ Ad spend we want this to be bigger

What are the three types of audience solutions?

Audience Insights, Amazon Audiences, Advertiser Audiences

What keyword match types are available

Broad, phrase, exact, negative phrase, and negative exact

Which targeting method allows you to refine your targeting by star rating?

Category

Ad audience

Connect mutual customers between the brand and Amazon, sold on or off Amazon

amazon advertising offers

Customer insights, Audience solutions and Unique measurement

benefits of sponsored ads

Drive sales Launch new products Capture engaged customers

Which targeting method(s) is available for Sponsored Brands?

Manual keyword

Agency Employee

Must represent an eligible seller and/or vendor

Negative match

Negative phrase match allows the customer search term to contain additional words before and/or after the keyword

Sponsored Products

Promotes individual products Appears within product detail pages and search results Clicking on the ad will direct to the product's detail page

What are two of the factors that determine which ad will display?

Relevancy and cost-per-click bid

What products are offered by Sponsored ads?

Sponsored Products and Sponsored Brands

Exact match

The customer search term must be the exact word/phrase or close variations

Broad match

The customer search term must contain all of the keyword terms or close variants

Phrase Match

The customer search term must contain the exact phrase or close variations

Who can use Sponsored ads?

Vendors, sellers, and agencies that represent them

by category

allows you to only target ASINs associated with specific brands, prices, and star reviews

amazon uses a reverse funnel... why?

because the customers who go to the website are already in market

product targeting

by ASIN by category

True /False: The customer decision journey is always linear.

false

Audience Insights

helps reach the right customer at the right moment and learn more about the brand's existing audience's interests or media preferences

audience solutions

ingests that info and uses it to find more people

Sponsored Brands and Sponsored Products target by

keyword

Sponsored Products target by

leverage automatic targeting and ASIN or category

keywords: Brands

reach customers searching for your brand - pro: more likely to buy - con: may be lower searches

keywords: Category

reach customers through products - pro: larger volume -cons: may have lower efficiency

unique measurement

retail insight, campaign reporting and optimization

Amazon Audience

segments that amazon uses to re-market and target other consumers

80% of businesses on amazon are

small businesses

Amazon is its own unique channel

true

The multiplier can be set between 0% and 900%

true

The winner of the auction will pay an amount slightly higher than the second highest CPC bid.

true

automatic keywords are...

worth less

exact (longtail) keywords are...

worth more

Amazon will show your ads based on

• Close match: search terms closely related to your products • Loose match: search terms loosely related your products • Substitutes: detail pages of products similar to yours • Compliments: detail pages of products that complement your products