Amazon Advertising Campaigns

Harnessing the power of every campaign to successfully realize your vision

Auto Campaigns

• Medium spend keywords chosen by Amazon, good for keyword discovery in case manual campaigns miss any opportunity.
• Brand terms are negated
• Auto campaigns now have targeting split into four areas

Brand Campaigns

• Brand terms are only used in this campaign
• Defensive advertising, not incremental sales, low spend. Protects us from competitors advertising on our brand.

Manual Campaigns

• Highly segmented campaigns & ad groups will have the most benefit, most spend, and most sales.
• Keywords are all manually chosen.
• We use a bid modifier to bid higher for top of search pages.
• Testing has shown using less than 50 keywords on manual campaigns is more effective than loading hundreds.

Competitor Brand Campaigns

• Competitor Brand Term Targeting
• Competitor brand names are only used in this campaign
• Set up to target competitor’s brand keywords to gain market share.
• Often ridiculously small spending, high results, low impression counts, incremental sales.

Defensive Campaigns

• Target ASIN from your own catalog.
• Places your ads on the detail page of your own products
• Keeps competitors off of your page while advertising more of your catalog to increase conversion and get some splash sales

Brand Campaigns

• Headline ads
• One of the unique advantages of using Amazon brand ads is that you have a great degree of control over the appearance of an ad.
• Can be used to target the loyal customer base of your competitors in the search results which consist of their brand name.

Display Campaigns

• Retargeting
• Past Purchasers
• Category and ASIN targeting Display.

Video Ads Campaigns

• • • Hot and in demand.
    • Requires professional videos. Recommended time: 30 seconds.
    • Requires Brand Registry.