Amazon is rolling out new tools and functionality to everyone to help maximize your return on investment (ROI) and grow your product sales. Learn how to setup Product Display Ads, Maximize broad match modifiers and how to do better on Amazon keyword optimization.
Find out great Amazon Selling Tips, Keyword Targeting and how to set up your Share a Sale Merchant account.
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.
As one can see the phrase “bbq glaze sauce” is the term the customer entered into Amazon’s search engine.
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)
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?
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.
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.
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.
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
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:
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.
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)
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.
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…
Onto step 2. You will download a template, and then upload it.
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.
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”
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.
Step Four: Social Media Tag Implementation Process
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:
Then in Google Adwords you can see the final url suffix is added.
In theory this could even send sales data back to those platforms so they can optimize to conversion.
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.
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.
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.
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.
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.
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.
2. Select charge methods for advertising. (You can select charge methods if there are payment failures outside of advertisements.)
3. Select whichever methods you prefer to have Amazon charge on the cost of advertising.