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
