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Introducing Amazon Search Terms

Introducing Search Terms – Amazon Advertising 

Amazon has rolled out a new feature in the Advertising Campaign Manager called Search Terms. Essentially, search terms has already been around for a significant period of time and could be located within downloadable advertising reports. These reports generally contain a large degree of data and can be time consuming to sift through. Before we delve into how this new feature can help your advertising campaigns, we must first discuss what search terms are as there can be confusion between what a search term is and what a keyword is. They both appear very similar, but there are significant differences that we will discuss below.  

Customer Search Terms

A customer search term is the word(s) or phrase(s) that the customer enters into the Amazon search engine. Below is an example of a customer search term. Introducing Amazon Search Terms 1 As one can see the phrase “bbq glaze sauce” is the term the customer entered into Amazon’s search engine.

Keywords:

Keywords are important phrases and words that Amazon sellers research and use in advertisements. Essentially, keywords are what help customers to the merchants product on Amazon.com. Keywords are what defines a product through the Amazon platform and marketplace. When you create your advertisement on Amazon you will add keywords that are relevant to your product. Please see the example below for this product: Momstir Sweet Heat Marinade & Hot Sauce for Gourmet BBQ, Grilling, Ribs, Oven Roasting Chicken, Pork, Beef, and Anything in the Kitchen (20 oz) Introducing Amazon Search Terms 2

Amazon Search Terms Tool

Now that we know the difference between search terms and keywords, how exactly does Amazon’s Search Terms Tool assist the merchant?
  1. It is easy to use. No longer does one have to sift through excel sheets with large amounts of data. One can now easily find which keywords are performing the best based on search terms.
  2. You can easily sort by the number of clicks per term, the amount spent per term, orders per term, sales per term, and ACOS per term. There are also a variety of other variables in which you can filter a search term by.
Introducing Amazon Search Terms 3
  1. You can find keywords that are performing well, and keywords that may be causing unnecessary spend and inflated ACOS. Once you find this information you can easily add unneeded keywords/search terms into negative targeting to block that search or increase the bid on a keyword if it is performing well.
  2. For example: If you have a product named:  Momma Shark Needs a Drink Do Do Do Do Funny Novelty Libbey Stemless Wine Glass with Sayings – Gift for Moms, Birthday, Christmas, Mother’s Day Gifts
  3. The search terms tool may show that a large amount of searches that hit your keywords was from something broad such as gift for mom. If this is creating a lot of spend, but low conversion this tool just helped identify a keyword that can be blocked, which will save your company money! In fact – Amazon encourages this practice! Please see the link below:

Amazon Sponsored Products FAQ

For further information about Amazon Advertising please view some of our other articles on MyAmazonGuy.com!

Landing Cube Weighs in on Giveaways and Product Launches

landing cube

Landing Cube for FBA Promos

Landing Cube is a service that helps give away promo codes, 1 to 1, for customers for a variety of reasons. In the below video they weigh in on many of the give away efforts such as Viral Launch, or Zon Blast.

Below are some key takeaways from the owner of www.newwaveswimbuoy.com Andrei Lozovik that summarize the video:

  • The old giveaways don’t work for product launch – Amazon knows who those people buyers are.
  • The expert in the interview confirmed that he doesn’t collect emails on landing cube because they bounce.
  • Manychat Json flow is a really effective way to get reviews (distribute coupons first and THEN follow up 7 days later and ask for feedback for REVIEWS)
  • I have used facebook chat once before to announce new products, but the audience was very small – perhaps 150 people

Watch the full interview here:

How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday

Prime Exclusive Discounts for Black Friday and Cyber Monday

This feature rolled out in July of 2019 for Prime Day. It adds a special coupon, visible in search, and it generates clicks and conversions.

I recommend every company selling on Amazon that has the margins to use this during November 28 to December 2nd in 2019 for the Black Friday and Cyber Monday weekend holiday rush. (We do not think November 28th will be a good sales day due to Thanksgiving, but checking the “Black Friday discount” checkbox it starts the deal on the 28th, which is okay)

To create a discount:

  1. Go to https://sellercentral.amazon.com/prime-discounts/create or put your cursor over advertising, select prime exclusive discounts
    amazon b2b pricing
  2. Complete the 3 steps and fill out the information
    amazon prime exclusive discounts

If you don’t see this feature available on your account, it is likely a permission issue. To fix, go to settings / permissions, and add the appropriate permission as see in this below screen shot.

How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday 4

Step 1 is to enter a name of your discount, nothing special here, it’s just internal naming.

One major call out here – this can stack with other offers. So if you already setup a coupon or lightning deal, you’ll want to avoid stacking these…

How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday 5

Onto step 2. You will download a template, and then upload it.

How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday 6

I found this the template to be a bit tricky. Here’s a screen shot of one I got to successfully take. Please note you need to fill out every single column.

prime member deals only

After you upload it you can validate whether it worked. Here’s a screen shot of an arrow pointed to one NOT scheduled. Means you have to work on it more until it looks like the one just below it, and it says “Scheduled”

How to Create Prime Exclusive Discounts for Black Friday and Cyber Monday 7

Amazon Adopts Facebook-like Social Posting on its Detail Pages

Amazon just rolled out “Amazon Profiles” which is basically Facebook-like or Twitter-like social posting on the Amazon detail pages.

Here’s how to get started with Amazon Profiles:

  1. Go to https://posts.amazon.com/profiles
  2. Upload a logo
  3. Begin posting

When you go to upload your logo here are the specs you’ll need:

  • File format JPG or PNG
  • Image is 640 x 640 pixels or larger
  • Color format must be RGB
  • File size is smaller than 100MB
  • Images are cropped to a 1:1 ratio

Example safe and unsafe logo areas:

Amazon Adopts Facebook-like Social Posting on its Detail Pages 8

Example with logo filled in:

Amazon Adopts Facebook-like Social Posting on its Detail Pages 9

End logo:

Amazon Adopts Facebook-like Social Posting on its Detail Pages 10

After you get a logo, next you’ll want to make your first post

To do this, hit “create Post” which brings up a screen like this. And from here it’s like building a social post with one small twist, you need to add an ASIN to associate it to.

Amazon Adopts Facebook-like Social Posting on its Detail Pages 11
 
These posts will ONLY show on mobile, at the bottom of a detail page. So who knows how much value this will add. But with all things beta on Amazon, it’s good test it out.
 
This rolled out on Amazon on 11/5/2019. If you didn’t get an invite simply click the profiles link to get started.

How to Track External Traffic into Amazon – Beta Advertising Attribution

Amazon Advertising Attribution

Amazon took away some nifty stuff with APIs and ability to track sales into platforms like Facebook this past summer. They are now rolling out new tools and functionality to everyone but in a more controlled format called “Attribution” which is in beta for Amazon advertising.

Here’s what you need to do:

  1. Register for Amazon Attribution
  2. Accept the invite by email.
  3. Create user login
  4. Create tracking ID for product

Step One: Registration Process:
   advertising attribution amazon

Step Two: Tag Implementation Process

How to Track External Traffic into Amazon - Beta Advertising Attribution 12

Step Three: Search Tag Implementation Process

How to Track External Traffic into Amazon - Beta Advertising Attribution 13

Step Four: Social Media Tag Implementation Process

How to Track External Traffic into Amazon - Beta Advertising Attribution 14

Help maximize your return on investment (ROI) and grow your product sales. For the first time, you can measure the impact of search, social, email, display, and video media channels based on how consumers discover, research, and buy your products on Amazon. Amazon Attribution’s unique conversion metrics — including Amazon detail page views, purchase rate, and sales — give you a comprehensive view into how each of your marketing tactics contribute to shopping activity on Amazon.

Here’s an example of what you will see when you are registered. A code that can be used to track into Google Adwords:

advertising attribution

Then in Google Adwords you can see the final url suffix is added.

How to Track External Traffic into Amazon - Beta Advertising Attribution 15

In theory this could even send sales data back to those platforms so they can optimize to conversion.

Amazon Advertising Broad Match Modifiers Now Work in Seller Central Ads

Amazon Broad Match Modifiers

Advertising on Amazon has changed a lot this past year. Many new beta roll outs, like Beta Display last week, have been implemented. Amazon could catch upto Google’s functionality very soon as a result. They are still way behind.

One recent change we noticed today was keyword modifiers for Broad Match now work. This is something Google long ago pioneered for Adwords.

A keyword modifier forces some logic behind the use of the keyword. From Amazon’s help file:

“Broad match modifiers can be added by adding the plus symbol “+” in front of the keyword. For example, if you use the keyword “+men shoes” with a broad match, then the ad will only match to searches that contain the word “men”. The ad may match to “men sneakers” or “running shoes for men” but not to any search term that does not contain the word “men,” such as just “sneakers” or just “running shoes.”

You can use Broad match modifiers when adding or editing keywords in the campaign builder, Campaign Manager, bulksheets, or through the ad API.”

This mean that the + sign can force the broad match to always include a select phrase when matching it. This doesn’t help phrase or exact match because those are already in essence keyword modifiers. But if you have 3+ words in a chain, and you want to rule out a certain audience pool on the broad match, simply + whatever keyword you want to be forced to be in use. Using +Men or +Women will force that keyword in use during a broad match comparison.

Amazon has increasingly been making ads more efficient, and I expect many more changes.

Amazon Keyword Optimization – Fewer Search Terms are Now Better than More

Recently we’ve seen campaigns where we have chalked full of keywords, have been getting fewer impressions, versus campaigns with less keywords. Our agency strategy has been to put in hundreds of keywords, use all 3 match types, let the algorithm do its thing, and double down on what works and slough off what doesn’t. This strategy no longer works with recent changes. Amazon Keyword Optimization - Fewer Search Terms are Now Better than More 16 When it comes to the performance of an ad, it’s not about the quantity of keywords added on a campaign, but the quality of them. It’s better to invest higher on keywords that are more relevant to the item being advertised than a lot of keywords that are not relevant at all. This is because you might have many keywords that are pretty similar between them but not all of them will work because these are considered as “duplicate keywords”. It’s better to add keywords that are directly relevant to product (meaning that they must be keywords that are added on the items detail page) and bid high on these particular keywords to increase the chances of better visibility. When you have duplicate keywords (using the same words), they will compete against each other and even blocking the traffic of those potential keywords that could help the campaign perform better. Hence the importance of the match type as this helps you to fine-tune which shopper search queries your ads are eligible to show against. You may want to set up a keyword as Phrase or Exact match if, for example, the keyword is related to your item but also happens to be too general or easily confused with another type of product or with a different use because of a close variation. Otherwise, we recommend you to go with Broad so that way your keyword will be more accessible and will cover misspellings and related variations. Consequently, you won’t have to repeat the keywords.

What is Amazon ACoS? What is True ACoS?

ACoS or Advertising Cost of Sales is the percentage of sales made through Sponsored Ad Campaigns.

On Amazon Seller Central, this will be already provided for you in the advertisement.

ACOS = Total Ad Spend/Total Ad Sales x 100.

Example 1 (image below):

Ad spend = $280.66 | Ad sales = $1,125.42. 

$280.66/$1,125.42 = 0.24938

0.24938 x 100 = 24.94% = ACOS

True ACoS is the same thing, except instead, the total revenue will go in place for ad revenue.

True ACoS = Total Ad Spend/Total Sales x 100

Example 2 (image below):

Ad spend = $280.66 | Total Sales = $5000

$280.66/$5000 = 0.0561

0.0561 x 100 = 5.61% = True ACOS

If you don’t see this metric in your advertisement, click on ad metric and select ACOS.

acos true

What is a Good TRUE ACOS?

7% is healthy. 10% if you’re going for growth. Anything less than 7% you’re leaving sales on the table, but probably are more profitable.

Beta Display on Amazon Rolls out to All Accounts 9-12-19

This was just announced today. Previous to 9/12/19 only about 2% of accounts had access to this on Seller Central. As of 9/12/19 every single account has access to it.

With all beta things on Seller Central, test small when you start If you need help setting this up, reach out to us.

Introducing Sponsored Display βeta

Today we launched Sponsored Display βeta, a new self-service advertising solution that helps advertisers grow their business by reaching relevant audiences both on and off Amazon.With this launch, advertisers are able to access Product Display Ads audience and product targeting features within Sponsored Display. All Product Display Ads campaigns are now part of Sponsored Display without any additional action required.

Click here to learn more about Sponsored Display.

Why Sponsored Display?
Audience
Reach the right audiences
Audiences are automatically created based on Amazon shopping activities to help advertisers reach customers beyond those shopping on Amazon.
Hands on keyboard
Maximize impact with minimal effort
In just a few clicks, advertisers can promote their entire product catalog with creatives that are auto-generated and optimized for conversions.
Performance graph
Support business objectives
From product awareness to consideration and conversion, Sponsored Display helps measure and meet advertiser goals.
Ready to create a Sponsored Display campaign?
Take a look at our getting started guides for sellers and vendors.

How to Update Advertising Payment Method on Seller Central when Credit Card Payment Fails

Amazon Sellers, you may or may not come across this error if you are running ad campaigns.

This error will come up if your card has expired, invalid card information or even having no balance.

How to Update Advertising Payment Method on Seller Central when Credit Card Payment Fails 17

Payment failure

We were unable to successfully charge you for an outstanding balance in your account. At this time your ads are no longer being shown on Amazon and will not be shown until this problem is corrected. You can retry these payments immediately or edit your payment method and retry. You may need to:

  • Switch to a different payment method
  • Choose an alternate credit card from your account
  • Enter a new card
  • Contact your bank about your card

 

Follow the steps below to change your payment method for ads.

1. On the Seller Central page, click on settings on the top right of the page.

How to Update Advertising Payment Method on Seller Central when Credit Card Payment Fails 18

2. Select charge methods for advertising. (You can select charge methods if there are payment failures outside of advertisements.)How to Update Advertising Payment Method on Seller Central when Credit Card Payment Fails 19

3. Select whichever methods you prefer to have Amazon charge on the cost of advertising.

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