Amazon Ads Campaign Structure
Understanding the Amazon Ads campaign structure and components is important for knowing how to draft and properly organize your ads. We will cover each level of structure in the Amazon Ads console, explaining what they mean and how to use them in creating your campaigns. This includes portfolios, campaign & campaign name, campaign type, ad groups, ads, target, and bids.
Understanding the Amazon Ads campaign structure and components is important for knowing how to draft and properly organize your ads. We will cover each level of structure in the Amazon Ads console, explaining what they mean and how to use them in creating your campaigns. This is important to ensure ads are reaching appropriate customers and performing well on the Amazon platform, so your Amazon ad budgets can be spent efficiently, generate value, and create room for more investment in ads. Without properly understanding campaign structure, you may set up campaigns incorrectly that don't align with your Amazon ad goals. This may result in you being unable to serve ads to your customers and them unable to easily find your products on Amazon, resulting in a poor marketplace experience. Below, we will cover the components and structure of an Amazon Advertising campaign, and explain how to draft them.
Portfolios
Portfolios allow you to group similar product campaigns. Portfolios are entirely optional, but they allow sellers to organize campaigns by product line, product category, or season, and manage total spending with budget caps. Amazon explains portfolios can simplify your day-to-day campaign management through budget caps, tracking performance at the portfolio level and multiple brand management.
Campaign & Campaign Name
The Campaign is the highest level of your ad structure. A campaign is a set of ad groups under a common advertising budget and goal. As a seller, you choose the name of your campaign, and while the name of the campaign is just internal, we recommend including a name that reflects the product or product group being advertised, the type of campaign, and the nature of it’s goal or what it is targeting. Such as [PRODUCT GROUP] - (targeting type) Manual Keyword - (target) Competitor. Having a strategy behind naming will help you as an advertiser better organize and understand what types of campaigns are working for your business.
Campaign Type
When drafting or structuring an Amazon ad campaign, you must choose the campaign type, there are 3 types: Sponsored Product, Sponsored Brand, and Sponsored Display. Our post on Amazon Advertising Sponsored Campaign Ad Types explains these in detail. The campaign types offered by Amazon serve different purposes from the ad style that is served to the end customer to the goal orientation of the ad.
Ad Groups
Within the campaigns, there are Ad Groups. Ad groups allow you to split up your campaign into smaller groups, such as by product type or targeting type. Ad groups are used to organize your product ads so that you can accomplish your desired goal. As Amazon explains, You can use ad groups to group your ads by brand, product, category, price range, or other classifications like theme or targeting strategy. Ad groups are available in Sponsored Products and Sponsored Display ads, but not in Sponsored Brands.
Ads
Within the Ad Groups there are your actual products ads, which are the product ASINs included. These are the products actually being advertised in that ad group. Each ad group must include the ASINs of the products being promoted. Any included ASINs will be served as an ad.
Target
The targets are what your ads will be served on or against. This includes Keywords, Product Targets, Category targets, and more. Targeting is how you use keywords and products to show your ad on search results pages and detail pages to relevant shoppers. With Keyword targeting, your keywords (word combinations and phrases) are used to match your ads with search terms shoppers are using to find products. With product targeting, you can choose specific products, categories, brands, related to your products or brand to target.
Bids
Bids are the price you are willing to pay if a shopper clicks on your ad. When you're creating a campaign, you can choose a suggested bid, a custom bid of your choosing, or a default bid to apply to all keywords or targeting. Relevancy of the target, the likelihood that the ad will convert are both factors in what Amazon chooses to run your ad, but it is important to have a bid that is high enough for your bid to be the winning one. The default cost of bid can vary widely between products and product categories depending on how competitive the store and advertising is, so it is important to continue to revisit the bids you place on your targets.
Frequently Asked Questions about Amazon Ads Campaign Structure
How do I structure my ad campaign?
At a high level you need to consider your campaign type and title, what ad groups are included (we recommend grouping by similar product type), what products you are advertising in those ad groups, and what terms and targets you will be serving on.
What is Amazon campaign name?
Amazon campaign name is the title you designate for the set of ad groups with a common goal and budget.
How do I name my Amazon ad campaign?
The best campaign structure allows you to understand the products being targeted, campaign, targeting type, and objective. Your entire advertising campaign structure must be considered as a whole for how to organize the campaigns and ad groups.
What is an Amazon ad group?
An Amazon ad group is within an ad campaign. It is a group made up of one or more similar product ads. Ad groups allow you to split up your campaign into smaller groups, such as by product type or targeting type.
What is a portfolio in Amazon ads?
A portfolio in Amazon ads is a way to organize and group Amazon ad campaigns. A portfolio budget cap can be added to ensure you do not overspend your budget.
What is the hierarchy of the Amazon Ads Structure?
The hierarchy of the Amazon Ads structure from highest to lowest is: Advertising Account, Portfolio, Campaign, Ad Group, Ad, Target.
How should I group my Amazon Advertising?
To understand how to group Amazon Advertising and set up the architecture, you need to decide upon your budget, goals, and catalog. Group together like products into campaigns or ad ad groups and run campaigns with the campaign type that would meet your advertising goals.
Can Goat Consulting help with setting up Amazon Ads?
Yes, Goat Consulting can help with setting up, management and optimization of Amazon Ads. Achieving Amazon Ads verified partner status recognizes Goat Consulting as an agency that brands and manufacturers can look to as a partner when seeking a management, marketing and advertising agency for selling in the Amazon store.
Conclusion
In order to efficiently advertise on Amazon, you must understand the base-level campaign structure and how to create them. By reading this post, sellers can better understand how to structure ads and their components. Effectively understanding this will allow sellers to reach customers with their ad, spend more on Amazon Ads and improve the experience of customers by serving relevant ads on search terms. Evaluating campaign success is important to ensure ads are reaching appropriate customers and performing well on the Amazon platform. If you would like help on structuring your Amazon Ad campaigns or evaluating their performance, please reach out to us with any questions in the contact form below.
Amazon Advertising Sponsored Campaign Ad Types
Amazon Advertising allows you as a seller to increase brand awareness and increase product sales with a suite of Amazon Ads sponsored campaign type offerings including Sponsored Products, Sponsored Brands, and Sponsored Display advertising.
Amazon Advertising allows you as a seller to increase brand awareness and increase product sales with a suite of Amazon Ads sponsored campaign type offerings including Sponsored Products, Sponsored Brands, and Sponsored Display advertising. Each campaign type lets you target Amazon customers at different stages of their shopping journey from consideration to purchase. Gone are the days where you can just add your listings to Amazon and sales will follow. The Amazon store is too competitive and it is imperative that you get your product in front of the right Amazon customers. Whether your strategy on Amazon is brand awareness through impression based ads or sales conversion, you are able to build campaigns that help you achieve those goals. In this post we will dig into Sponsored Products, Sponsored Brands, and Sponsored Display advertising.
Sponsored Products
Sponsored Products are cost-per-click (CPC) ads that promote individual listings on the Amazon search results page and on product detail pages. These ads promote products to shoppers actively searching with related keywords or viewing similar products on Amazon. They allow sellers to target specific keywords related to their products and deliver ads to shoppers searching for those keywords. These ads are labeled as “Sponsored” and they appear at the top, bottom, or within the search results. Ads delivered at the top of the search results page are displayed before the organic search results.
To create a Sponsored Products campaign, a seller must first choose which product to promote, select relevant keywords to target, set a budget, and establish bid amounts for each keyword. The bids determine how much the seller is willing to pay each time a customer clicks on their ad. Once the campaign is live, Amazon's advertising platform will automatically display the ads to customers who search for the selected keywords. The seller is charged only when a customer clicks on the ad, and the amount charged is equal to the bid amount for that keyword.
Amazon Sponsored Products campaigns offer several advantages to sellers and are typically best suited for sales goals rather than impression-based goals. This is because their primary goal is to drive traffic to a seller's product page and increase sales. Sponsored Products ads provide increased visibility and exposure for products, which can lead to more sales. They also offer a cost-effective way to advertise, since sellers only pay when someone clicks on their ad. Additionally, Sponsored Products campaigns offer a range of targeting options, such as manual keywords, automatic keywords, and specific product, category, or brand targeting allowing sellers to reach specific audiences and maximize their advertising ROI.
Sponsored Brands
Sponsored Brands are cost-per-click (CPC) ads that promote an individual listing, a collection of products, or a seller's Amazon storefront. These ads are labeled as “Sponsored” and can be displayed on top of, alongside, or within the search results page. They can include a customized headline, a brand logo, product images, or videos. When a customer clicks on the ad, they are directed to a product listing, the seller’s Amazon storefront, or a custom landing page that features the products included in the ad. There are 3 types of Amazon Sponsored Brands ad formats:
Sponsored Brands: Product Collection
These ads showcase multiple products from the same brand and allow customers to browse and shop from a selection of products within a single ad. These ads can feature up to three products and are designed to promote product discovery and encourage customers to shop across a brand's product catalog.
Sponsored Brands: Store Spotlight
These ads highlight a brand's storefront or drive traffic to a custom landing page within Amazon, showcasing a curated selection of products and brand messaging. Store Spotlight Ads are designed to promote a brand's unique value proposition and help customers discover and engage with a brand's full catalog of products.
Sponsored Brands Video
These ads allow brands to showcase their products and brand messaging through engaging video content.
Sponsored Brands campaigns are highly visible and can drive significant traffic and sales to a brand's products. By showcasing their brand and products to highly targeted audiences, brand owners can reach new customers and grow their business on the world's largest online marketplace. These ads promote brand messaging and unique value propositions to increase brand awareness and visibility.
Sponsored Display
Sponsored Display ads allow advertisers to promote their products and brand messaging to relevant audiences both on and off Amazon, through a variety of ad formats and targeting options. They can appear on product detail pages, customer review pages, and in various other placements on the Amazon website. They can also appear on other websites and mobile apps outside of Amazon. These ads provide a way to reach relevant audiences which increases brand exposure and drives traffic to product listings.
Amazon displays these ads to different audiences depending on the metric you’d like to optimize for. There are 3 bid optimization strategies for Sponsored Display campaigns:
Sponsored Display - Optimize for Viewable Impressions
This bid strategy focuses on maximizing the number of impressions by prioritizing placements with a higher likelihood of being seen by shoppers. This option uses a cost per 1000 viewable impressions (vCPM) model, where you pay per 1000 impressions that shoppers viewed instead of per click.
Sponsored Display Optimize for Page Visits
Page visit bid optimization focuses on driving traffic to product detail pages by optimizing ad placements that are more likely to result in clicks and page visits. This option uses a CPC cost type.
Sponsored Display Optimize for Conversions
Optimize for conversion focuses on maximizing the number of conversions by optimizing ad placements to show your ad to shoppers more likely to purchase your product. This option uses a CPC cost type.
Sponsored Display ad campaigns can be effective for both sales goals and impression-based goals, depending on the specific objectives of the campaign. If the goal is to drive sales and revenue, optimizing for conversions may be the most effective strategy. This can help increase visibility and drive traffic to product listings, which can result in increased sales. On the other hand, if the goal of the campaign is to increase brand awareness and visibility, optimizing for viewable impressions may be more effective. This can help increase the reach of a brand's messaging and generate awareness among relevant audiences. Ultimately, the best approach will depend on the specific goals of the advertising campaign.
Frequently Asked Questions for Amazon Advertising Sponsored Campaign Ad Types
What is Amazon Ads?
Amazon Ads is the suite of Advertising tools offered by Amazon.
How much does it cost to advertise on Amazon?
Amazon Advertising is advertiser driven meaning you decide how much you want to spend on Advertising.
How do I advertise on Amazon and what are the requirements?
You can advertise on Amazon by following Amazon’s advertising eligibility requirements which state: you must have an active professional or vendor account and you need to have products in one or more of the eligible categories. Your products must also be eligible to win the Buy Box or featured offer. When winning the buy box, you are the featured offer that is displayed with “Add to Cart” or “Buy Now” on the product listing. It’s important to note that multiple sellers can offer the same product on the Amazon website. You may not be the only seller who is considered eligible for winning the Buy Box or featured offer.
What are Sponsored Products?
Sponsored Products is an Amazon Ads campaign type which are cost-per-click (CPC) ads that promote individual listings on the Amazon search results page and on product detail pages in order to help increase product listing sales.
What are Sponsored Brands?
Sponsored Brands is an Amazon Ads campaign ad type that are cost-per-click (CPC) that promote an individual listing, a collection of products, or a seller's Amazon storefront. They help drive impressions and brand awareness
What are Sponsored Display Ads?
Sponsored Display ads is an Amazon Advertising campaign type that allow advertisers to promote their products and brand messaging to relevant audiences both on and off Amazon, through a variety of ad formats and targeting options.
How can I sell more on Amazon?
You can sell more on Amazon by using Amazon Ads campaigns including sponsored products, sponsored brands, and sponsored display can help you sell more on Amazon by paying for advertising placement for Amazon customers to see your product.
What is the best way to advertise on Amazon?
The best way to advertise on Amazon is to utilize a mix of Sponsored Products, Sponsored Brands, and Sponsored Display in a way to meet your advertising goals of brand awareness and sales.
Does Goat Consulting help with Amazon Ads?
Yes! We are an Amazon Ads verified partner and have achieved this partner status after demonstrating both a high level of proficiency through Amazon training certification and self-service advertising campaigns offered by Amazon Ads on behalf of our clients.
Conclusion
Amazon offers three different types of advertising campaign types for businesses to promote their products and increase sales. Sponsored Products, Sponsored Brands, and Sponsored Display ads allow advertisers to target audiences effectively and drive traffic to their listings. They help you increase your visibility on Amazon, which is crucial given the number of sellers and competition in the marketplace. Using a combination of all campaign types will help you get the most out of Amazon ads. Without advertising campaigns, your products may have a harder time standing out among the millions of products available. Goat Consulting is an Amazon Ads Verified Partner, and if you would like Goat Consulting to help create and implement a uniform strategy around Amazon advertising, reach out using the contact us form below.