Amazon Sponsored Products & Brands Step-by Step Guide: Part 1

Marc Berolo
By Marc Berolo Sr. Account Manager (SEM)

Amazon Sponsored Products & Sponsored Brands are the two main forms of paid advertising on the Amazon platform. Sponsored Products are ads for individual product listings on Amazon. They appear on search results pages and product details pages, helping drive sales and product visibility. Sponsored Brands showcase your brand and product portfolio. Featuring your brand logo, a custom headline, and up to 3 of your products, these ads appear in search results. With Sponsored Brands you have the option to send the user to a custom product page that showcases your listings, or to the homepage of your Amazon Store. There are many benefits to utilizing this service from Amazon to achieve your business goals. Many shoppers come to Amazon ready to buy. Advertising helps you reach customers who are searching for products like yours to purchase. This type of advertising also provides you with instant visibility to boost your brand and products. Ads appear in highly visible placements, like page one of search results or on product details pages. You only pay for the clicks your ads receive. Campaign reports track ad spend and performance, so you can learn what’s working and optimize your campaigns. We will cover creating a Sponsored Products campaign from start to finish.

Here is your step-by-step guide:

  1. Login to Seller Central account
  2. Click “Create Campaign” button that is highlighted in yellow on the left hand side.
  3. Choose your campaign type
  4. You are now going to adjust your settings. First, you are going to enter in your Campaign name. We suggest putting in the brand name – followed by category – then targeting method. Your daily budget should be set & aligned with what you would like to spend daily per campaign. Everyone’s budget will vary and there is no minimum or maximum that needs to be set. Now, you are going to want to utilize both targeting methods Amazon provides. So out first campaign will have Automatic Targeting, which means we do not have to enter any keywords that we want to advertise on. Amazon will target the keywords for us that are relevant to the products in our ad. Here is an example of it completed & filled out.
  5. Next, you are going to create your ad group. We suggest breaking out your ad-groups by match type (only applicable for Manual Targeting), therefore you can bid on each match type & easily analyze all of the data separately. This will eliminate data being skewed, and provide you with an easy way to optimize each match type.
  6. Next, you are going to choose the products you want to advertise for in this campaign. There is a search bar at the top, which you can use to search the Product name, ASIN, or SKU. Once, the product/s come up after your search, you are going to click “Add”. This will add the product/s to this campaign.
  7. Next, is Bidding. This will determine the bidding strategy & bid that will be used for this campaign. Amazon has increased their bidding technology and now have the ability to automatically adjust your bids using artificial intelligence. This is called “Dynamic bids”. You have two choices with Dynamic bids: 1. Dynamic bids- down only: Amazon will lower your bids in real time when your ad may be less likely to convert a sale. 2. Dynamic bids – up and down: Amazon will raise your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert a sale. Your final option is “Fixed bids”, which will use your exact bid and any manual adjustment you set, and won’t change your bids based on likelihood of a sale. At the bottom you will see the default bid that will be used as the base for all strategies mentioned above.
  8. Next Step is applying any “Negative keywords.” Negative keywords are any keywords that you do NOT want to show up for. For instance, if you are selling bicycle parts you may want to make motorcycle themed keywords negative. This prevents you from wasteful spend on keywords that are not relevant to your products. Amazon allows you to make keywords “phrase match” negative & “exact match” negative. What is the difference? Exact match negatives will only work if what the user searched is exactly what you input as a negative. They need to match “exactly”. Phrase match allows you to cover a phrase of words that you don’t want to show up for. For example, if you put “motorcycle parts” as a phrase match negative, you will not show up for “motorcycle parts for sale”.
  9. Final Step: Click “Launch Campaign” in the bottom right corner & your campaign will go live, once Amazon reviews & approves it.
Smartphone held in hands shows Google Shopping products list

Download our GMC Errors & Fixes Guide