To get more people to buy products on Amazon,
Running "ads" is one way to do this.
Among those,I recommend one of Amazon's advertising options, which is
"Sponsored Products Ads."
This time,For those who are thinking, “I want to increase my sales!”
Here's a detailed explanation of Amazon Sponsored Products ads!
We’ve packed it full of not only explanations of types and terminology, but also tips for using them!
Please be sure to read it all the way through.
What Are Sponsored Products Ads?
About Sponsored Products Ads
Sponsored Products ads are one type of Amazon ad, and
Since it’s easier to get started with than any other Amazon ad,
For those who say, “I want to start running ads right away!”Here are some recommended ads for you.
If you'd like to learn more about the different types of Amazon ads, please check out the article below.
To use Sponsored Products ads,
The following conditions must be met.
- Being a large-scale seller (i.e., a vendor, agent, or wholesaler)
- Ensure that the cart box is retrieved
- Must be brand new
- Must fall under this category
See: Sponsored Products Ads FAQ
https://services.amazon.co.jp/services/sponsored-products/top-questions.html
As a way to assess the cost-effectiveness of advertising,
ACoS (Ad Spend as a Percentage of Sales)There is an indicator called...
ACoS is calculated as "(Ad spend ÷ Sales from ad spend) × 100," and
The lower, the better.
Based on this metric, while adjusting bid amounts and other factors,
It's important to run ads.
The following article provides a detailed explanation of the terminology used on Amazon, including ACoS.
Please be sure to check it out.
It is often used to increase awareness of a productSponsored Products ads.
Where exactly on the page is this information displayed?
There are two locations where it is posted
Sponsored Products ads appear in the following locations:
There are two locations: the “search results page” and the “product details page.”
The user searched forKeywordsIn contrast toWhen you run Sponsored Products ads,
It will appear on the search results page as shown in the image above.
It depends on the keyword, but,From products ranked #1 in SEO on both PCs and smartphones
Since it appears at the top, if you can get your ad to appear at the top,
This makes it possible for users to learn more about the products.
Since the number of ads displayed on smartphones and PCs differs,
What is its ranking among the ads?
It's important to check each one individually.
If you click on the ad above,
For each product,The product details page will be displayed.
＜商品詳細ページ＞
The following information is displayed on the product details page:
ASINThese are the ads we're running on that platform.
You can match your own listings to pages for competing productsis
One of the features of Amazon Ads.
Whether on a PC or a smartphoneIt appears when you scroll down past the product image
"Sponsors Based on Recent Views" and
Look for the label that says “Sponsored Products Related to This Item.”
If you click here,
It is set up so that you are taken to the details page for each product.
Benefits of Sponsored Products Ads
① It will be displayed in a location where buyers can easily see it.
As I explained earlier, Sponsored Products ads are
It will be displayed in a location where users are likely to notice it.
Therefore, by running ads, we can reach users who are looking for products
This makes it possible to increase the number of opportunities for people to become aware of your listed products.
However, even with Amazon ads,
Ad Rank (determined by “bid amount × relevance”)and
The higher the ad rank, the higher the ad will appear in the results.
Since it's highly likely, just because you've started running ads doesn't mean
It doesn't necessarily mean that your exposure will increase.
While taking into account the advertising budget,
By adjusting the bid amount,Let's run some ads.
② You can get started right away and on a low budget.
Seller Central'sAdvertising Campaign ManagerYou can configure it right away from that section.
Once the setup is complete, the ads will start running right away.
AlsoPay-per-clickSo
Another advantage is that you can start with a small amount.
Even sellers who don't have much of a budget for advertising
Daily Budget LimitYou can set this so you can spin with peace of mind.
This is an ad format that allows you to fine-tune your bid amounts.
If you'd like to learn more about CPC advertising, please check out this article.
When to Start Running Sponsored Products Ads
To start running Sponsored Products ads,
Did you know there’s an optimal time?
That is"We optimized the product pages" +
"We've received a few customer reviews."As of now.
There are two reasons why optimizing product pages is important.
First, the keywords included on the product page andThe keywords set in the ad,
And based on the user's search keywords,Whether there is a connection or not
This is because it affects the number of times an ad is displayed.
Not only when running ads based on search keywords, but also
When you think, “I want to improve my SEO!”,
On the product pageKeywords are very important.
Keywords used to determine product relevance, and
The keywords you set when running an ad campaign
It's important to include this on the product details page.
Second, even if running ads increases traffic to the page,
If you are unable to convey product information on the product page, the conversion rate is likely to be lower.
When selling products online, it’s important to provide accurate product information.
When you actually shop online,
I think most people decide to make a purchase only after thoroughly researching the product.
Precisely because you can't pick up the product and look at it in person
It is important to clearly convey product information through text and images.
Even if you run ads before your page is fully developed,
Ultimately, either the ACoS goes up or the conversion rate...It tends to drop.
For information on optimizing product detail pages, see the following article:
We've provided an explanation, so please take a look.
Also, the reason reviews are important is that,
An Amazon user,Product Reviews
They tend to choose products by comparing quantity and qualityThat's why.
In online shopping, reviews are where users
It is said to be crucial information that influences the decision of whether or not to make a purchase.
Therefore, if there are no reviews or only a few reviews on a product page,
Even if we run ads, our competitors...It's highly likely that it will be washed away.
Although Amazon prohibits soliciting reviews,
An official program recognized by Amazon
"Amazon Vine"There is such a thing.
There are certain conditions for using this service, but
When you're ready to start running ads, or
When you want to maximize your sales,
It might be worth considering implementing it.
▼About Amazon Vine
https://www.amazon.co.jp/vine/about
What Are the Different Types of Sponsored Products Ads?
Sponsored Product ads include:There are two main types.
These are “automatic targeting” and “manual targeting.”
I'll explain each one in turn.
Auto-Targeting
What Is Auto-Targeting?
Ads that Amazon automatically delivers to random keywords or ASINsThat's it.
There are four match types for Auto Targeting.
With auto-targeting, Amazon automatically selects the options for you, so
Sometimes we get conversions from keywords we never would have imagined.
＜運用のコツ＞
When you start running ads,
First, we'll run the campaign using auto-targeting for about two weeks to a month.
Auto-targeting applies to the keywords and ASINs you're running
This cannot be viewed from the Ad Campaign Manager.
Please refer to [Search Terms].
After that, ASINs and keywords with conversions
Regarding manual targeting,
We recommend adjusting your bid amount as you go.
When running campaigns using manual targeting,
Auto-Targeting'sNegative TargetingAdd a keyword hereIt is necessary.
Unless you register, auto-targeting andManual Targeting's
DoubleThis is because it would be treated as a live stream, resulting in unnecessary ad spend.
Negative targeting has, until now,"Keywords"It was only the exclusion settings, but,
Recently, it has become possible to exclude ASINs as well.
In Seller Central,"Negative Products"This is the text。
Manual Targeting
What Is Manual Targeting?
Decide on your own keywords and bid amounts,This is a rotating ad.
"Keyword Targeting" and
There are two types of “product targeting.”
I'll explain each one in turn.
Keyword Targeting
Keyword targeting involves setting keywords.
There are three types of matches:
＜運用のコツ＞
As shown in the example, phrase matching includes exact matches, so
First of all,Phrase MatchYou should try turning it.
"I have a flexible budget," "I want to target a wide range of keywords"
In situations like that,Partial MatchUse this.
Among the match types,
The items with the highest display priority areExact matchThat's it.
With exact match, you think, “If I use this keyword, I’ll get orders!”
Run campaigns using the keywords you're confident in.
Also, there is one thing to keep in mind when setting keywords.
Since hiragana, katakana, and romaji are recognized separately,
When registering product names and the like, don't just use hiragana, but also
Be sure to set them using katakana or romaji.
Prevents lost opportunities.
Example) Product Name: Shouhinmei
By the way, uppercase and lowercase letters in Romanized text are treated as the same.
Product Targeting
What Is Product Targeting?
These are ads targeted at specific products (ASINs).
CategoryやCompetitors' PagesWhen running ads on
This is the product targeting feature you'll be using.
Also, to prevent customers from going to the competition,
Ad spaceFill it with our own productsYou can also do that.
＜運用のコツ＞
Here are some points to keep in mind when selecting competitors:
- Number and Quality of Reviews
- Prime Mark
- Price Range
Let's look here to determine what we consider to be our competitors.
In addition, to prevent customers from going to competitors, in addition to the measures mentioned above,
"Can you clearly tell what the product is from its title?"
"Are the product images clear?"
...and other factors also become important.
Also, when serving ads to a category,
Narrow down your search by criteria such as the number of stars or price, etc.
Another feature is that it allows you to stream.
What are the keys to successful management?
"What should I do in this situation?" "What's going on?"
I've included answers to your questions.
If you're struggling with Amazon advertising, be sure to check this out!
Key Metrics You Must Track in the Ad Campaign Manager
■ACoS
Not only the ACoS for each campaign, but also,
Let's also check the ACoS for each keyword.
When looking at ACoS by keyword,
Please check the advertising costs relative to the number of orders.
The important thing here is that the numbers
"Why was it good?" "Why was it bad?"It's something to think about.
It’s also important to consider the purpose of running the ad.
If your goal is to “improve your SEO,” then,
There are times when a high ACoS is acceptable, and
If you don't have much of a budget but want to increase your visibility,
You need to run your ads while adjusting the ACoS, right?
Adjust your bid amount—raise or lower it—depending on your objective.
■Bid Amount
When setting a bid amount, there is something called a “recommended bid amount”
It is displayed. This occurs when multiple similar ads are shown,
This is calculated based on the bid amount and provided by Amazon.
Compare the bid amount you set yourself with the recommended bid amount, and
You might want to adjust your bid.
When looking at bid amounts, at the same time,
ACoSとImpressionsPlease check this.
Even if a product is selling well, it's pointless if the ACoS is high, so
In that case, set the bid amount lower.
In addition to the recommended bid amount,
Search for keywords on the Amazon website and
Which position it appears in
Please review this and make any necessary adjustments.
■ Impressions
This refers to the number of impressions.
Since Sponsored Products ads are pay-per-click,
Advertising costs are not incurred based on impressions alone.
If users don't see the ads in the first place,
The product went unnoticedSince no one is buying them,
There's no point in running ads.
If there are no impressions,
First, the keywords you're targeting need to match the keywords users are searching for, and
Let's check to see if they're a good match.
Keyword selection is also a very important factor in running ads.
Once you've reviewed your keywords, next,
"Bid Amount"Let's take a look at that.
The fact that there is no display means that the bid amount is
Compared to the competition,Set to a low levelThis means it is highly likely.
If the keyword matches but there are no impressions,
Let's try raising the bid amount.
What should you do in a situation like this?
■When You Have Impressions but a Low Click-Through Rate
The information that users see through ad rotations is
"Title," "Product Image," "Price"
"The quality and number of reviews" and "whether shipping is Prime or not."
In addition to the above, ads on the search results page include
It contains information such as "coupons" and "points."
Therefore, a low click-through rate means that
Information like thisThey don't find it appealing, and
They may be going to the competitionThat's right.
Also, if the search keywords are chosen incorrectly,
Since that's a possibility, let's take another look.
And after comparing it with competitors, the Early Review Program and
Please consider factors such as pricing and the introduction of coupons.
■When your company's product name ranks first in SEO search results
As I explained at the beginning, the higher the bid amount, the more prominent the ad will be
If it appears higher in the search results, it will outperform the product ranked No. 1 in SEO
It will appear near the top of the list.
That's why they run ads even when they're ranked No. 1 in SEO.
There's a high probability that they'll go to the competition.
To prevent that from happening, use Sponsored Products ads to
You need to turn it.
Also, the product you want to promote should appear at the very top of the ad display.
If displayed, the same item is listed twice
Since it will be displayed,
If we implement measures such as running multiple sets of ads,
It is possible to eliminate waste.
■When users click but do not make a purchase
In this case, after the user views the product details page,
It appears that no purchase was made.
The reason is that we can't optimize the product pages, and
This is because they may be going to the competition.
Therefore, please provide detailed specifications, banner images, content, and so on
Let's double-check and optimize.
■If you don't know what position your ad is currently appearing in
In situations like that, Amazon users are looking at
View the product pageLet's do it.
If you just focus on the seller's ad campaign manager...
There are so many things I don't understand.
"When you enter a keyword related to our products,
"What kind of products are being targeted?"
"Whether the ad you're running is displayed on a certain page," and so on
You can find this information on the product page.
Whether you're conducting competitor research or identifying search keywords,
OnceFrom the buyer's perspectiveIt's important to check the product page, isn't it?
Summary
That concludes our explanation of Sponsored Products ads.
On Amazon, it's important to be aware not only of your own products but also of your competitors' products, and based on that knowledge,
Running ads and finding out what keywords people are searching for
It’s important to know this.
Once you've learned the basic framework, all that's left is to put it into practice and make adjustments, but
The most important thing among them isPutting Yourself in the User's ShoesThat's it.
Let's run our ads from the user's perspective.
Hide&Seek, the author of this blog, is,
We are a Fukuoka-based company that provides management services for Amazon, Rakuten, and Yahoo!.
In the Amazon Business Division,More than 40 companiesWe provide Amazon management services.
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