Since then, advertising on Amazon has become a key strategy for growth for just about every online merchant.<\/p>\n
However, navigating the endless choices and avoiding pitfalls has become increasingly difficult and costly. For this reason, I have created this strategy guide, which is based on several years of real-world experience managing both large and small ad accounts on Amazon.<\/p>\n
How to Use This Guide<\/h3>\n
My intention for this article is that it serves as a central reference resource that you can use again and again. I will both keep it up-to-date AND write many more articles addressing in-depth topics containing many nuances worthy of discussing and exploring.<\/p>\n
With that being said, I definitely suggest bookmarking this guide, as it will be refreshed frequently.<\/p>\n
Alternatively, click on the button below to enter your email and get an update whenever a new version of this guide or a new article is published for you to check out!<\/p>\n
[convertkit form=1064345]<\/p>\n
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<\/a><\/p>\n Feel free to skip this section if you feel comfortable with how everything works when advertising on Amazon. However, if you\u2019re a little fuzzy, then I suggest spending a little time browsing through this section.<\/p>\n [sc_fs_multi_faq headline-0=”h3″ question-0=”How does Amazon Advertising Work?” answer-0=”In the simplest sense, Amazon runs an auction to determine which ads will appear based on what the shopper is searching for. This is a model similar to what Google and Facebook have used for years.<\/p>\n So, when a shopper searches for a coffee maker, Amazon runs a real-time auction to select what ads, if any, appear in response to that search.<\/p>\n After the ads are selected, they are ranked based on relevancy to the shopper\u2019s search, the seller\u2019s bid, and many other factors that Amazon keeps to itself.<\/p>\n If your ad is shown and ultimately clicked on, you pay Amazon for that click. The cost-per-click (CPC) is determined to depend on what other participants are in the auction with you.<\/p>\n While much more could be written about this, for the sake of your time and sanity, I\u2019ll keep the explanation at the 10,000-foot level.<\/p>\n ” image-0=”” headline-1=”h3″ question-1=”How much does an Amazon ad cost?” answer-1=”Amazon ads are charged on a cost-per-click basis. Meaning that you only pay when your ad is clicked.<\/p>\n The actual cost-per-click depends on how much you and your competition are willing to pay for a click.” image-1=”” count=”2″ html=”true” css_class=””]<\/p>\n Being able to have your product show up in search results next to some of the world\u2019s largest brands on the world\u2019s largest eCommerce site is the reason.<\/p>\n Amazon, which in 2018 received more than 49.1% of all retail online spending in the US ((https:\/\/techcrunch.com\/2018\/07\/13\/amazons-share-of-the-us-e-commerce-market-is-now-49-or-5-of-all-retail-spend\/<\/a>)) and owned 56.1% of all the eCommerce traffic in the US (( https:\/\/www.statista.com\/statistics\/270884\/most-visited-websites-in-the-retail-sector-in-the-us\/<\/a>)), attracts the vast majority of internet shoppers.<\/p>\n These facts, coupled with the one that Amazon makes its advertising platform affordable and effective, make it tough to form a counterargument about why you shouldn\u2019t<\/em> advertise on Amazon.<\/p>\n All merchants on Amazon can use two main types of ads.<\/p>\n While Sponsored Products and Sponsored Brands are the two types of ads focused on in this guide, there are two other ad types that are available to vendors, who are merchants who sell directly to Amazon.<\/p>\n The beauty of the Amazon advertising channel is that anyone selling on Amazon can advertise.<\/p>\n A few years ago, being a vendor, someone who sells directly to Amazon, had a lot of advantages. However, Amazon is in the process of bringing many of the same advertising options to sellers, who sell directly to customers through Amazon.<\/p>\n So, while there are still some differences in the types of ads and targeting that are available to sellers, those differences are rapidly being phased out.<\/p>\n While there are many commonalities between the advertising options available on Amazon and those available on Google and Facebook, there is one key difference that makes the advertising strategy on Amazon different.<\/p>\n The goal of advertising on Google and Facebook is to maximize the number of clicks. What happens after the click isn\u2019t their problem, as they make all the money they will make by means of the click.<\/p>\n In contrast, Amazon has two opportunities to make revenue. They make it from the click on the ad and<\/em> on the sale of the product the shopper buys.<\/p>\n If you approach running ads on Amazon as you run them on Google, you most likely will not succeed.<\/p>\n Trust me, I\u2019ve tried it, and it didn\u2019t work out.<\/p>\n I started finding success with my clients only after I realized that the Amazon advertising algorithm is trying to maximize both<\/em> clicks and<\/em> sales.<\/p>\n Below are the six pillars I have developed and now follow to succeed. They are what I want to share with you in this guide. When working with a new client, the first step is to look at every listing they have listed on Amazon.<\/p>\n We look specifically at eight elements, as detailed below because I\u2019ve found a clear connection between the quality of the listing and our most successful clients.<\/p>\n And, while this may sound obvious, I have seen many failed campaigns and sellers scratching their heads wondering why their campaigns have such a high advertising cost of sales (ACoS).<\/p>\n Advertising an Amazon Standard Identification Number (ASIN) that can\u2019t stand up to the competition is a disaster waiting to happen.<\/p>\n The competition on Amazon and the huge number of choices a shopper has on the site make it mandatory to advertise your best listings.<\/p>\n In this step, we make sure that your listings are ready to go before advertising on Amazon.<\/p>\n After analyzing both our successful and unsuccessful clients, it becomes pretty obvious that there is a clear connection between the product and the odds of success.<\/p>\n Below is a list of the eight elements that we feel are necessary to have a chance of advertising successfully on Amazon. Go through each item to make sure that you aren\u2019t missing anything.<\/p>\n If you find that an ASIN isn\u2019t retail ready, there are a few options that we typically recommend, depending on your goals. Remember, not all your listings are going to be ready for advertising. Regardless of that, here are the options we recommend when your listings need a little more help.<\/p>\n If the listings you\u2019re going to advertise look good, you\u2019re ready to move toward establishing the strategy for your campaign(s).<\/p>\n Again, doing the work before launching an advertising campaign saves you a lot of time, effort, and money!<\/p>\n And, once again, when we look at our successful clients and compare them to those who are unsuccessful, there are clear differences in the quality of the listings and the performance of the campaign.<\/p>\n The listings that are ready to advertise have a far greater chance of crushing it. The two most common campaign objectives are maximizing profits and generating brand awareness. Typically, when we work with a client, they almost always want to maximize profits, but there are times when generating brand awareness might be the more appropriate choice, depending on the products being advertised and the competition.<\/p>\n Measuring how your campaigns are performing is critical. However, when selecting their strategy, most sellers make the mistake of ignoring the metrics that should be focused on. Below are the metrics we recommend paying attention to.<\/p>\n Over time, depending on your objectives, you will most likely use both Sponsored Brand and Sponsored Product ads. Here are our rules of thumb on when to choose which type of ad based on your objectives.<\/p>\n Two critical steps to successfully advertising on Amazon are choosing your objective and calculating your break-even ACoS. While you could easily skip these steps, they set the foundation for how you set up your campaigns and how you manage them to maximize profits.<\/p>\n Far too often, I find that sellers underestimate how a little planning can make all the difference in the world. Take the time to map out your strategy, and the amount of time and money spent on your next steps will be much more effective than if you just winged it. As of this writing, if your brand is registered, which it should be, Amazon allows you to choose between Sponsored Product and Sponsored Brand campaigns.<\/p>\n While Amazon is steadily adding new beta<\/em> campaign types, we are going to stick to the two mentioned above.<\/p>\n If You Are Just Getting Started\u2026<\/strong><\/p>\n I would recommend starting with Sponsored Product<\/em> campaigns and then moving to Sponsored Brand<\/em> campaigns after you have a few months of data from Sponsored Product campaigns.<\/p>\n The big reason for waiting is that we use the keyword and sales data from the Sponsored Product campaigns to launch the Sponsored Brand campaigns. In addition, focusing on one campaign type at a time is a smart idea when getting started with advertising on Amazon.<\/p>\n If You Have Already Started Advertising\u2026<\/strong><\/p>\n If you are a seller already advertising on Amazon, determining where you should start becomes a little fuzzier.<\/p>\n At the very least, I recommend exploring all the options available in the Sponsored Product campaign type. As of this writing, most sellers that we audit aren\u2019t taking advantage of three very viable options.<\/p>\n After exploring these three targeting options, you might want to look at Sponsored Brand campaigns (formerly Headline Search Ads). I focus on these after we have a solid mix of Sponsored Product campaigns underway.<\/p>\n With that being said, the rest of this section focuses on Sponsored Product ads. A future post will provide our Sponsored Brand strategy guide.<\/p>\n On the surface, Amazon makes Sponsored Product campaigns look simple!<\/p>\n There are only two major targeting options.<\/p>\n So, while it is true that there are only two major targeting options within a Sponsored Product campaign, there are a whole host of modifications that you can (and should) make to both these types of campaigns. We discuss them next.<\/p>\n As this maturation has progressed, the analogy of the three-legged stool came to my mind in early 2019, when I finally saw for the first time how I could create three different campaigns that worked together to support a product\u2019s sales and growth. These three different \u201clegs,\u201d Automatic Targeting, Keyword-Based Targeting, and Product-Based Targeting, formed the base of the stool, with the product itself sitting on top.<\/p>\n It might be a messy analogy, but to me it makes sense, and although I\u2019m still compiling data for a case study, the clients for whom I\u2019m testing my theory love it. While I could have held back until I had conclusive data, I wanted to give you the latest strategies<\/em> for advertising on Amazon, because the theory is sound and the results are great.<\/p>\n So let\u2019s discuss each leg and see why they are important.<\/p>\n What It Does <\/strong><\/p>\n Automatic targeting enables Amazon to use its algorithm to target products that are similar to those you are advertising and the keywords for them.<\/p>\n Why We Love It <\/strong><\/p>\n When Amazon released the new, enhanced auto-targeting campaigns, on August 22, 2019 ((https:\/\/advertising.amazon.com\/blog\/new-sponsored-products-targeting-options<\/a>)), automatic campaigns became MUCH more interesting.<\/p>\n Instead of having very little control over targeting, Amazon gave advertisers the ability to control whether Amazon could automatically target substitutes, loosely matched products, closely matched products, or complements.<\/p>\n This addition, along with controlling bids for each targeting group, made automatic targeting much more interesting.<\/p>\n How We Use It<\/strong><\/p>\n Automatic targeting can be used in many ways, but here are a few of our favorites.<\/p>\n Questions to Identify Whether You Are Using the New Targeting Options<\/strong><\/p>\n Were the Campaigns Built Prior to August 2019?<\/em><\/p>\n If your automatic campaigns were built prior to August 2019, you need to rebuild them and choose \u201cSet bids by targeting group\u201d in the Automatic Targeting section.<\/p>\n Were the Campaigns Built After August 2019?<\/em><\/p>\n If you have newer automatic campaigns, you can check your targeting by clicking on the campaign name, then the Ad Group, and finally, targeting. If you see something similar to the screenshot below, you should be good to go.<\/p>\n If you don\u2019t see the targeting groups shown above, you just need to create a new Ad Group within the campaign, selecting \u201cSet bids by targeting group\u201d when you create the new group.<\/p>\n Don\u2019t forget to pause the original Ad Group if you duplicate everything except the targeting!<\/p>\n Why It Is Only Part of the Three-Legged Stool<\/strong><\/p>\n Automatic campaigns can be extraordinarily helpful at leveraging the powerful algorithms and data that Amazon has access to.<\/p>\n However, even with the advent of enhanced auto-targeting options, the levels of control and refinement just are not there as they are with keyword and product targeting.<\/p>\n Therefore, we love it as part of the equation,<\/em> but when we really want to take more control and have the ability to dial up the campaign performance, the next two legs are critical.<\/p>\n How It Works <\/strong><\/p>\n At the most basic level, keyword-based targeting enables you to select keywords that you want your product to be advertised using. Then, when a shopper searches using a keyword you selected, your product has the potential to show up in the search returns.<\/p>\n Why We Love It <\/strong><\/p>\n Because we can control our marketing strategy and direction. While we love algorithms and big data, there are nuances and insights that I believe humans remain superior at.<\/p>\n How We Use It<\/strong><\/p>\n We use keyword-based targeting campaigns in a couple of ways.<\/p>\n Why It Is Only Part of the Three-Legged Stool<\/strong><\/p>\n In the beginning, everything I learned and was taught about Amazon advertising centered on keyword-based targeting. This makes sense when you want to minimize your advertising spending.<\/p>\n However, by focusing only on this single leg of the three-legged stool, you are missing out on sales, exposure, and profits, because keyword-based targeting can go only so far.<\/p>\n By using both automatic and product targeting in addition to keyword-based targeting, you gain a more well-rounded advertising strategy that increases exposure more than you would imagine.<\/p>\n For example, I had a client whose sales doubled in a month when we created both an automatic campaign (with enhanced targeting) and a product-targeting campaign for a specific ASIN that he wanted to sell more of. This result was so striking that I thought it might have been a fluke. So, I tried it again, and while the next test didn\u2019t double sales, it certainly made a difference, and it became our default.<\/p>\n Amazon is constantly refining its algorithms, and by taking advantage of all advertising opportunities,<\/em> you get all the rewards.<\/p>\n How It Works <\/strong><\/p>\n Product targeting enables you to target specific products, product categories, and brands with your ads.<\/p>\n Why We Love It <\/strong><\/p>\n We love this type of campaign because it\u2019s like a hybrid between keyword-based targeting and automatic targeting.<\/p>\n The reason it is a hybrid is that we get refinement options similar to those of keyword-based campaigns. In addition, we get the exposure that only the Amazon advertising algorithm can provide in the automatic campaigns.<\/p>\n Because of this, you get your products in front of more shoppers and still retain cost-saving controls.<\/p>\n How We Use It<\/strong><\/p>\n Why It Is Only Part of the Three-Legged Stool<\/strong><\/p>\n Product-targeting campaigns use an entirely different, yet complementary, targeting strategy than that used by keyword-based campaigns. Instead of targeting keywords, product-based targeting campaigns target the ASINs themselves.<\/p>\n Because of the complementary nature, the two targeting options are best used together to provide a much more thorough marketing effort.<\/p>\n Continuing with our analogy of the stool, I like to think of Sponsored Brands as the \u201crug\u201d on which the stool can be placed if desired.<\/p>\n Do you need a rug to sit on the stool?<\/p>\n No.<\/p>\n Does the rug add a little \u201cextra\u201d polish to the decor?<\/p>\n Possibly.<\/p>\n While I might be going a little far into this analogy, Sponsored Brands are something that we focus on after we have Sponsored Product campaigns (auto, keyword, and product) rocking and rolling.<\/p>\n In addition, you need unique ASINs that you can advertise together, your brand needs to be registered on Amazon (LINK TO INSTRUCTIONS), and ideally, you have several months of search-term data that identify which keywords to target.<\/p>\n How It Works <\/strong><\/p>\n Sponsored Brand campaigns are targeted by bidding on keywords, just like in the keyword-based Sponsored Product campaigns. However, unlike in Sponsored Product campaigns, you must select three products, write a headline, and choose a landing page for the ad traffic.<\/p>\n Why We Love It <\/strong><\/p>\n While Sponsored Brand campaigns can take more work, they can be extraordinarily effective. They are excellent campaigns to use when you want to expose additional products that shoppers might be interested in.<\/p>\n For example, you might sell three different styles of baseball gloves. While one might be the best-seller, the ones that you advertise in the Sponsored Product campaigns and Sponsored Brand campaigns give you the opportunity to gain additional exposure.<\/p>\n In addition, because of the extra work involved in setting up and optimizing these types of ads, we have found that in many cases, we get a solid return on our advertising spending.<\/p>\n How We Use It<\/strong><\/p>\n Why It Isn\u2019t Necessary for the Three-Legged Stool<\/strong><\/p>\n As mentioned before, Sponsored Brand campaigns are a nice addition to the overall strategy. I\u2019ve found that in some cases, they can be more expensive to run, and often they don\u2019t lead to nearly as many sales as the Sponsored Product campaigns.<\/p>\n Don\u2019t get me wrong, they aren\u2019t something that we ignore, but they aren\u2019t our first priority. And, if your priority is to generate more sales and profits from your advertising, I wouldn\u2019t recommend Sponsored Brand ads as your first priority, either. No matter whether we\u2019re building new campaigns or expanding existing ones, we always come back to this step throughout the life of the ad campaign.<\/p>\n For both Sponsored Brand and Sponsored Product campaigns that use keywords as the targeting option, keywords are the lifeblood.<\/p>\n The more time and effort you put into researching and refining keywords, the healthier your campaigns will be and the more profit you\u2019ll ultimately make.<\/p>\n This is where we spend the vast majority of our time when building and optimizing campaigns, and it\u2019s where you should, too.<\/p>\n Keyword research can be divided into two stages: Pre-Launch and Post-Launch. The \u201cpre\u201d and \u201cpost\u201d refer to when an Amazon ad campaign has actually been turned on and is delivering ads.<\/p>\n While both stages share some similarities, there are definitely some distinctions that we need to discuss.<\/p>\n During the pre-launch phase, we rely heavily on tools and logic to help with our keyword research because we don\u2019t have any sales and advertising data to base our decisions on.<\/p>\n Because of this, we like to start with the most obvious and relevant keywords that we can find instead of going deep with 500 variations of the same root keyword.<\/p>\n So, as an example, if we were selling a stainless-steel water bottle, we would probably stick with \u201cstainless steel water bottle\u201d instead of adding hundreds of variations such as \u201cwater bottle stainless steel,\u201d \u201cstainless steel rugged water bottle,\u201d etc.<\/p>\n I have seen countless campaigns like this, and early on, I was taught the same way. What I learned from experience is that it made the campaigns a complete mess to manage and really didn\u2019t help its overall performance.<\/p>\n Instead, we let Amazon show us the profitable variations of our root keywords when we do our monthly search-term analysis (as discussed below).<\/p>\n This reduces our ad spending and typically gets us headed in the right direction without a lot of fuss.<\/p>\n Paid Tools:<\/strong> There are a ton of paid keyword research tools out there, but here are a few of our favorites, which we keep coming back to.<\/p>\n Free Tools:<\/strong> While the paid tools are nice to have, we find that even without them, we can get a solid list of keywords using the following.<\/p>\n No matter how you generate your keywords, checking relevancy on Amazon is critical to successfully launching a new campaign or expanding an existing Amazon campaign.<\/p>\n And, while some tools give you a \u201crelevancy score,\u201d the best tool we\u2019ve found to check relevancy is Amazon itself.<\/p>\n Simply paste the keyword in question into the Amazon search box, press enter, and look at the search results.<\/p>\n If the features, price, etc. look similar to those of the product you\u2019re advertising, the keyword is relevant<\/em>.<\/p>\n If the products in the search results do not match, then the keyword is not relevant,<\/em> and I suggest skipping it.<\/p>\n Amazon knows what converts and sells for the vast majority of keywords that shoppers type in. If you stick with this basic but effective way of checking relevancy, you\u2019ll save a lot of money.<\/p>\n After the campaigns have had some time to \u201cseason,\u201d typically 30 days, we turn to the actual keyword and sales data directly from Amazon rather than relying on tools.<\/p>\n The most important report we use is called the Search Term report. There is a striking amount of data that can be extracted from these spreadsheets, which are found in the Advertising reports.<\/p>\n With that being said, we often turn to our keyword tools, mentioned above, when we want to go a little deeper and expand on a particular keyword theme. While this section is admittedly short, I cannot stress how important proper campaign organization is to scaling and managing a profitable campaign.<\/p>\n Then why is this section short?<\/p>\n Because there are countless scenarios that can break many of the guidelines that we follow internally. So, instead of going through each scenario, most of which are highly unique to the individual seller, I\u2019ve laid out two rules that we almost always stick to.<\/p>\n Again, we could write endlessly on campaign organization, and maybe, over time, we will, but for now, if you follow these two rules, you\u2019ll dodge a LOT of mistakes that I\u2019ve made in the past.<\/p>\n There is nothing worse than digging through campaigns named \u201cAug. 2019 Best Seller\u201d or \u201cChristmas 2018 Specials\u201d in order to find why they are doing so great or not so great.<\/p>\n While everyone has their own preferred naming conventions, sticking to something that anyone<\/em> could understand makes everyone\u2019s life a little easier, and it makes reports much easier<\/em> to understand.<\/p>\n Our Typical Campaign-Naming Convention<\/strong><\/p>\n The naming convention we like to follow is something like the following.<\/p>\n So, for example, if we were advertising the brushes, canvases, and paints mentioned above, in keyword-based Sponsored Product campaigns, we would name them as follows.<\/p>\n By sticking to a common naming convention, you can save a lot of time and headaches.<\/p>\n I can\u2019t tell you how many times we\u2019ve found duplicate campaigns when we go through this process for clients that we\u2019re onboarding. Trust me, this little tip is worth it.<\/p>\n Just as with campaigns names, Ad Group names should follow a similarly descriptive convention.<\/p>\n However, unlike campaign names, Ad Group names can have a lot of different variations.<\/p>\n For example, keywords that we\u2019re testing get placed in the \u201cTesting\u201d Ad Group. Other keywords that target our competitors\u2019 brands get placed in the \u201cCompetitors\u201d Ad Groups.<\/p>\n The point is that we try to pick a keyword that describes the function or theme of the Ad Group.<\/p>\n Again, just as with campaign-name conventions, Ad-Group name conventions definitely save you time and money in more ways than one. Planning, researching, and building your campaigns are a lot of work, but that\u2019s just the beginning.<\/p>\n If you\u2019re not tending to your campaigns weekly, you\u2019re missing opportunities to both expand and stop wasted ad spending from eroding your profits.<\/p>\n In a short time, your ad campaigns begin to get impressions, clicks, and, ultimately, sales. As data begin to accumulate, you\u2019ll notice that some keywords do extraordinarily well and others just spend money without generating a sale.<\/p>\n The mistake that most sellers and, frankly, some agencies make is not sticking to a scheduled set of activities designed to increase profitability and decrease wasted ad spending.<\/p>\n This section gives you an overview of the tasks we perform on a weekly and monthly bases to help improve the campaigns we manage.<\/p>\n We break our protocols into two separate groups of tasks, one of which is performed weekly, at a minimum, and the other of which is performed monthly.<\/p>\n The reason we break these tasks into two groups is that some tasks need only a small amount of data to enable us to make a decision. In contrast, other tasks need a few weeks’ worths of data to enable the correction.<\/p>\n Our weekly goal is to eliminate wasted ad spending and increase product visibility.<\/p>\n We accomplish both these goals by focusing on the following tasks.<\/p>\nAmazon Advertising Basics<\/h2>\n
<\/h3>\n
Why Advertise on Amazon?<\/h3>\n
What Types of Ads Can You Run on Amazon?<\/h3>\n
\n
![\"Example](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Sponsored-Product-Ad-Example.jpg\")
<\/a>![\"Amazon](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Sponsored-Brands-Ad-Example.jpg\")
<\/a>\n
![\"Amazon](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Display-Ad-Example.jpg\")
<\/a>\n
Who Can Advertise on Amazon?<\/h3>\n
Key Difference between Amazon Ads and Google and Facebook Ads<\/h3>\n
Why This Guide Exists\u2026<\/h3>\n
\n<\/a><\/p>\nStep 1: Which Products Should Be Advertised on Amazon?<\/h2>\n
Checklist for Determining Which Products to Advertise<\/h3>\n
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What If an ASIN Is Not Retail Ready?<\/h3>\n
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Listings Look Good? Move on to Your Strategy…<\/h3>\n
\n<\/a><\/p>\nStep 2: Defining Your Amazon Campaign Strategy and Objectives<\/h2>\n
![\"\"](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/advertising-strategy-and-objectives.jpg\")
\nSetting the goals and strategy for your brand is critical to how you establish and measure success. Too often, brands skip this step and then wonder why they aren\u2019t seeing the progress they were hoping for.<\/p>\nChoosing Your Products Based on the Objective<\/h3>\n
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Measuring Amazon Marketing Strategy and Effectiveness<\/h3>\n
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Should I Use Amazon Sponsored Brands or Sponsored Products?<\/h3>\n
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The Importance of Strategy<\/h3>\n
\n<\/a><\/p>\nStep 3: Choosing the Best Amazon Campaign Type<\/h2>\n
![\"Amazon](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Campaign-Choices.jpg\")
\nAfter you have defined your campaign objectives, the next choice you need to make is which types of campaigns you want to use.<\/p>\nWhich Campaign Type Should I Start With?<\/h3>\n
\n
Sponsored Product Targeting Options<\/h3>\n
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The Three-Legged Stool Approach to Amazon Sponsored Product Campaigns<\/h3>\n
![\"\"](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Ad-Campaign-3-Legged-Approach-1.jpeg\")
\nAs the Amazon advertising platform matures, new targeting options enable advertisers to become more sophisticated and further refine how they approach advertising on Amazon.<\/p>\nLeg 1: Automatic Targeting<\/h3>\n
![\"Amazon](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Enhanced-Automatic-Targeting-Choices.jpg\")
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<\/p>\nLeg 2: Keyword-Based Targeting<\/h3>\n
![\"Amazon](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Sposnored-Product-Keyword-Targeting-Suggested-Keywords.jpg\")
<\/p>\n\n
Leg 3: Product Targeting<\/h3>\n
![\"Amazon](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Amazon-Sposnored-Product-Product-Targeting-Suggested-ASINs.jpg\")
<\/p>\n\n
The Rug: Sponsored Brands<\/h3>\n
\n
\n<\/a><\/p>\nStep 4: Researching and Selecting Keywords<\/h2>\n
Two Stages of Keyword Research<\/h3>\n
Pre-Launch Keyword Research<\/h3>\n
Keyword Tools That We Use and Recommend<\/strong><\/h4>\n
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Checking Keyword Relevancy<\/h3>\n
![\"Advertising](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Relevant-Search-Results-vs-Not-Relevant-Search-Results.jpg\")
<\/a><\/p>\nPost-Launch Keyword Research<\/h3>\n
\n<\/a><\/p>\nStep 5: Organizing Campaigns and Ad Groups<\/h2>\n
![\"\"](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Copy-of-Weekly-and-Monthly-Optimization-Protocols.jpeg\")
<\/a>Our Two Rules of Thumb for Campaign Organization (Which We Almost Never Break)<\/h3>\n
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Naming Campaigns<\/h3>\n
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Naming Ad Groups<\/h3>\n
\n<\/a><\/p>\nStep 6: Maintenance and Optimization
![\"\"](\"https:\/\/systemandsales.com\/wp-content\/uploads\/2019\/09\/Weekly-and-Monthly-Optimization-Protocols.jpeg\")
<\/a><\/h2>\nTwo Sets of Optimization Protocols<\/h3>\n
Weekly Optimization Protocols<\/h3>\n
\n