Advertising on Amazon for Dummies 2023 Edition
With millions of active customers, Amazon offers a vast audience for sellers to reach with their ads. By understanding how Amazon Advertising works and using the tools and features available, sellers can effectively promote their products and reach more customers on the Amazon platform.
Given that advertising on Amazon can be a powerful way for sellers to promote their products and increase sales, this Amazon Advertising for Dummies guide will explain everything there is to know about advertising on Amazon effectively.
- What Are Amazon Ads?
- What Is Amazon DSP?
- What Are Automatic Sponsored Ad Campaigns?
- What Are Manual Sponsored Ad Campaigns?
- What Are Amazon Sponsored Product Ads?
- What Are Amazon Sponsored Display Ads?
- What Are Amazon Sponsored Brands Ads?
- What Are Amazon Sponsored Brands Video Ads?
- What Are Amazon Audio Ads?
- What Are the Pros and Cons of Advertising on Amazon?
- Tracking Amazon Ad Campaign Performance
- How to Leverage Amazon Analytics Software
- Dynamic Amazon Bidding Strategies
- What Is the Difference Between Self-Serve Ads and Premium Ads?
- How Long Should Amazon Ads Run For?
- Amazon Sponsored Advertising Best Practices
- What Are the Results of a Successful Amazon Advertising Campaign?
- Amazon Advertising Terms and Conditions
- Amazon Advertising FAQs
- Amazon Advertising Dictionary
What Are Amazon Ads?
Amazon ads are a form of advertising offered by Amazon that allows businesses and individuals to promote their products on the Amazon platform. These ads appear in a variety of formats, including Sponsored Product Ads, Sponsored Brand Ads, and Display Ads, and are designed to help businesses reach potential customers as they browse and shop on Amazon.
Amazon ads use a pay-per-click (PPC) model, which means that businesses only pay when a customer clicks on their ad. This allows businesses to control their advertising costs and target their ads to specific customers who are most likely to be interested in their products.
Advertising on Amazon can help businesses to reach potential customers on the Amazon platform. By using Amazon’s highly targeted advertising options and convenient advertising platform, businesses can effectively promote their products to the right customers and drive sales on the Amazon marketplace.
What Is Amazon DSP?
Amazon DSP (Demand-Side Platform) is a programmatic advertising platform that allows businesses to buy display and video ads across a variety of websites and apps. With Amazon DSP, businesses can use data and machine learning to target their ads to specific audiences and measure the effectiveness of their advertising campaigns.
Amazon DSP is part of the Amazon Advertising suite of products, which also includes Sponsored Product Ads, Sponsored Brand Ads, and Amazon Marketing Services. Amazon DSP is specifically designed for businesses that want to run large-scale advertising campaigns and reach a wider audience beyond the Amazon marketplace.
To use Amazon DSP, businesses must have an Amazon Advertising account and access to the Amazon DSP platform. Once they have access, businesses can create and manage their advertising campaigns using the Amazon DSP user interface. This includes setting a budget, choosing the target audience for their ads, and selecting the websites and apps where their ads will appear.
Amazon DSP uses a real-time bidding (RTB) system to serve ads to the right audience at the right time. This means that businesses can bid on ad impressions in real-time and only pay when their ads are shown to a user. This allows businesses to control their advertising costs and ensure that their ads are shown to the most relevant audience.
In addition to targeting and bidding, Amazon DSP also provides businesses with a range of tools and resources to help them measure the effectiveness of their advertising campaigns. This includes detailed reporting and analysis of key performance metrics, such as impressions, clicks, and conversions, which can help businesses to optimize their campaigns and improve their return on investment (ROI).
What Are Automatic Sponsored Ad Campaigns?
Automatic sponsored campaigns are a type of advertising campaign that uses machine learning algorithms to automatically target and optimize ads for products. These campaigns are typically used on online marketplaces, such as Amazon, and are designed to help sellers reach a wider audience and increase sales by automatically selecting the most effective keywords and targeting options for their ads. Automatic campaigns can be a useful tool for sellers who want to promote their products without having to spend a lot of time on manual keyword research and ad optimization.
What Are Manual Sponsored Ad Campaigns?
Manual sponsored advertising campaigns are a type of advertising campaign that allows advertisers to manually select the keywords and targeting options for their ads. With these campaigns, advertisers have more control over who sees their ads and can tailor their ad campaigns to target specific customers or product categories. Manual campaigns can be a good option for advertisers who want to have more control over their ad campaigns and are willing to invest time and effort into researching and selecting the best keywords and targeting options for their products.
What Are Amazon Sponsored Product Ads?
Amazon Sponsored Product Ads are a type of advertising offered by Amazon that allows businesses and individuals to promote their products on the Amazon platform. These ads appear in the search results and on product detail pages and are designed to help businesses reach potential customers as they browse and shop on Amazon.
Amazon Sponsored Product Ads Benefits
One of the key benefits of Sponsored Product Ads is that they are highly targeted. Amazon has a wealth of data on its customers, including their purchase history, browsing behavior, and demographics, which allows businesses to target their ads to specific groups of customers who are most likely to be interested in their products. This can help businesses to maximize the effectiveness of their advertising and reach the right customers at the right time.
Another benefit of Sponsored Product Ads is their convenience. Businesses can create and manage their ads using the Amazon Advertising platform, which is easy to use and provides a range of tools and resources to help businesses create effective ads and track their performance. This makes it simple for businesses of all sizes to get started with Amazon advertising and reach new customers on the Amazon platform.
What Are Amazon Sponsored Display Ads?
Amazon Sponsored Display Ads are a type of advertising campaign on the Amazon marketplace that allows sellers to promote their products to customers who are browsing or shopping on the Amazon website. These ads appear on a variety of different pages on Amazon, including product detail pages, search results pages, and customer review pages. Sponsored Display Ads can be a useful tool for sellers who want to increase visibility for their products and drive more traffic and sales on Amazon. Like other types of Amazon Sponsored Ads, Sponsored Display Ads use machine learning algorithms to automatically target and optimize ads for maximum effectiveness.
Amazon Sponsored Display Ads Benefits
There are several benefits to using Amazon Sponsored Display Ads to promote your products on the Amazon marketplace. For one, Sponsored Display Ads use machine learning algorithms to automatically target ads to the most relevant customers, which can help to increase the effectiveness of your ad campaign. They also allow you to choose the budget, duration and targeting options for your ad campaign, which can help you to tailor your ads to your specific business goals. Another popular benefit of Sponsored Display Ads is that these types of campaigns are quite easy to set up and manage. You can use the Amazon Advertising platform to track the performance of your ads and make adjustments as needed.
What Are Amazon Sponsored Brands Ads?
Amazon Sponsored Brands Ads (formerly known as Amazon Headline Search Ads) are a type of advertising offered by Amazon that allows businesses to promote their brand and products on Amazon. These ads appear at the top of the search results page when a customer searches for a relevant keyword, and they typically include the business’s logo, a tagline, and a selection of products. Sponsored Brands Ads can help businesses to increase visibility and drive traffic to their product pages on Amazon. They can be an effective way to reach potential customers who are already interested in the products or services that the business offers.
Amazon Sponsored Brands Ads Benefits
Due to the fact that Sponsored Brands Ads appear at the top of Amazon’s search results page, their mere real estate on the platform increases the visibility of a business’s brands and products. Sponsored Brands Ads, which are triggered by keywords that customers search for on Amazon, means that businesses can target their ads to people who are already interested in the products or services that they offer. The customizability afforded to Sponsored Brands Ads also allows sellers to curate unique brand experiences for customers enticing them to click through their products over competitors. Additionally, Sponsored Brands Ads can be a very effective and cost-efficient way to advertise on Amazon, as businesses only pay when a customer clicks on their ad.
What Are Amazon Sponsored Brands Video Ads?
Amazon Sponsored Brands Video Ads are a type of advertising offered by Amazon that allows brands to create video advertisements that are shown to Amazon users. These ads can appear on Amazon’s website and on various Amazon-owned properties, such as the Amazon shopping app. Amazon Sponsored Brands Video Ads differ from other sponsored ad campaigns in that they are video advertisements, as opposed to static image ads commonly used in other sponsored ad campaigns. This allows brands to create more engaging and visually appealing ads that can grab the attention of Amazon users.
Amazon Sponsored Brands Video Ads Benefits
Amazon Sponsored Brands Video Ads provide a number of benefits and features that are not available with other sponsored ad campaigns. For example, these ads can be targeted to specific Amazon users based on their browsing and shopping history, and they can be shown at different points in the customer journey, from the search results page to the product detail page. This allows brands to tailor their ads to the needs and interests of individual users, increasing their effectiveness and ROI. What’s more, Amazon Sponsored Brands Video Ads are shown on Amazon’s own properties rather than on third-party websites. This means that brands can reach a highly targeted audience of Amazon users who are already interested in shopping and may be more likely to engage with the ad and take action.
What Are Amazon Audio Ads?
Amazon Audio Ads are advertisements that are played as audio clips on Amazon devices with voice control, such as the Amazon Echo. These ads can be targeted to specific audiences and are designed to be heard, rather than seen, by the user. They are a way for businesses to promote their products or services to Amazon users who own devices with voice control.
On the one hand, Amazon Audio Ads can be an effective way to reach users who are using voice-controlled devices since they are designed to be heard rather than seen. This can make them more engaging and attention-grabbing than other forms of advertising. On the other hand, these same ad types have a pretty drastic disadvantage to them in that they can only be heard by users who own Amazon devices with voice control. This means that businesses will only be able to reach a limited audience with this type of advertising.
What Are the Pros and Cons of Advertising on Amazon?
One of the key advantages of Amazon ads is that they are highly targeted. Amazon has a wealth of data on its customers, including their purchase history, browsing behavior, and demographics, which allows businesses to target their ads to specific groups of customers who are most likely to be interested in their products. This can help businesses to maximize the effectiveness of their advertising and reach the right customers at the right time.
Another benefit of Amazon ads is their convenience. Businesses can create and manage their ads using the Amazon Advertising platform, which is easy to use and provides a range of tools and resources to help businesses create effective ads and track their performance. This makes it simple for businesses of all sizes to get started with Amazon advertising and reach new customers on the Amazon platform.
However, one potential disadvantage of advertising on Amazon is that it can be expensive, especially for businesses that are just starting out. Amazon’s advertising tools require a significant investment in order to be effective, and businesses may not see a return on their investment if their ads are not well-targeted or successful in driving sales. Additionally, the highly competitive nature of Amazon’s marketplace means that businesses may face a lot of competition from other advertisers, which can make it difficult to stand out and succeed.
Tracking Amazon Ad Campaign Performance
Tracking the performance of your Amazon ad campaign is an essential part of ensuring that it is lucrative and that you are getting a good return on your investment. By monitoring your ad campaign’s performance, you can identify areas where it is successful and areas where it may need improvement. This section will discuss some key metrics to track when it comes to your Amazon ad campaign and how you can use this information to optimize your campaign for better results.
Clicks: This is the total number of times that users have clicked on your ad. A high number of clicks indicates that your ad is effective at attracting the attention of potential customers and driving them to take action.
Click Through Rate (CTR): This is the percentage of users who see your ad and then click on it. A high CTR is a sign that your ad is resonating with your target audience and is effectively driving them to take action.
Conversion Rates: This is the percentage of users who click on your ad and then make a purchase on your Amazon storefront. A high conversion rate is a sign that your ad is effective at driving sales and generating revenue for your business.
Cost Per Click (CPC): This is the average amount that you pay each time a user clicks on your ad. By tracking your CPC, you can see how much you are spending on your ad campaign and ensure that you are getting a good return on your investment.
Return on Ad Spend (RoAS): This is the ratio of the revenue generated from your ad campaign to the amount that you have spent on it. A high ROAS indicates that your ad campaign is generating a good return on your investment.
How to Leverage Amazon Analytics Software
Perhaps the most effective and time-efficient way to launch profitable sponsored Amazon ad campaigns is to leverage analytics software. DataHawk’s Advertising PPC software, for example, allows Amazon sellers to enhance the performance of their sponsored ads, reduce their ACoS, and track the conversion rate of individual ads to see which ones are performing the best and which ones may need improvement.
The software was designed so that sellers can effortlessly monitor any KPI related to their Amazon sponsored ads by day, week, or month to better understand the impact their ads have on performance. By connecting one or multiple Amazon ads accounts, sellers can access intuitive dashboards with relevant metrics on an account or child ASIN levels, such as impressions, clicks, CTR, CPC, ad spend, ad sales, ACoS, TACoS, conversion rate, total sales, blended CPS, ad sales weight, organic sales, and post-ads margin.
What’s more, DataHawk also provides a variety of Amazon advertising reports for sellers to analyze historical and contemporary analytics on all their sponsored ad campaigns by generating reports to help them better pilot the performance of their ads.
Amazon Advertising Reports
Advertising History Report: Analyze advertising performance by assessing historical advertising metrics. The report demonstrates trends for relevant advertising KPIs such as impressions, clicks, CPC, CTR, advertising spend, paid sales, RoAS, ACoS, and CPS.
Sponsored Products Ads Report: Export the last 14 days of advertising data for a given account and evaluate the performance of your product ads performance over a select timeframe.
Top-Spending ASINs Ad History: Analyze the performance of the top-spending ASINs to evaluate ad campaign efficacy and obtain an overview of the top-spending products and ad spend metrics for different campaign types.
Sponsored Products Ads ASINs Audit: Analyze advertising efficacy for ASINs on which there are active Sponsored Products campaigns with product targeting. It includes leaderboards of the top ASINs segmented by impressions, clicks, conversions, and RoAS.
Sponsored Products Ads Keywords Audit: Analyze Sponsored Products ads data for the keywords used in your campaigns to understand the efficacy of keywords. The report includes leaderboards of the top keywords segmented by impressions, clicks, conversions, and RoAS.
Sponsored Products Recommendations: Obtain recommendations on bidding decisions and bid-against ASINs on Sponsored Product campaigns to improve RoAS. Analyze ad performance and profitability for keywords using metrics including impressions, clicks, conversions, and RoAS.
Keywords and Ad Groups
In addition to tracking the overall performance of your ad campaign, it is also important to monitor the performance of individual keywords and ad groups. By analyzing the performance of individual keywords, you can identify which ones are driving the most traffic and sales for your business. You can then use this information to optimize your ad campaign and focus on the keywords that are most effective at driving results.
Dynamic Amazon Bidding Strategies
Dynamic Amazon bidding is a type of automated bidding strategy that uses machine learning algorithms to optimize the bidding process for Amazon Sponsored Products and Sponsored Brands ads. There are several different dynamic bidding strategies that businesses can use on Amazon, including:
Target cost-per-click (CPC): With this strategy, businesses set a target CPC that they want to pay for each click on their ad. The Amazon algorithm then automatically adjusts the bid amount in real time to try to achieve the target CPC.
Target return on ad spend (ROAS): With this strategy, businesses set a target ROAS that they want to achieve from their ad campaign. The Amazon algorithm then automatically adjusts the bid amount in real time to achieve the target ROAS.
Enhanced cost-per-click (eCPC): With this strategy, businesses set a maximum CPC that they are willing to pay for each click on their ad. The Amazon algorithm then automatically adjusts the bid amount in real time to try to maximize the number of clicks on the ad, while staying within the maximum CPC.
Bid+: With this strategy, businesses can bid more aggressively on certain keywords or products that have a higher likelihood of converting into sales. The Amazon algorithm then automatically adjusts the bid amount in real time to try to maximize the number of conversions for these keywords or products.
What Is the Difference Between Self-Serve Ads and Premium Ads?
Self-serve ads and premium ads are two different types of advertising that businesses can use to promote their products or services. Self-serve ads are typically found on platforms like Google Ads, Facebook Ads, and other social media platforms. These ads are typically managed by the business themselves, using tools provided by the platform to create and run their own campaigns. Businesses have full control over the targeting, budget, and creative elements of their self-serve ads, and they can track the performance of their campaigns using the platform’s analytics tools.
Premium ads, on the other hand, are typically sold by a media company or publisher and are placed on their website or other channels. These ads are typically more expensive than self-serve ads, and the media company or publisher often has more control over the placement and appearance of the ad. Businesses may have less control over the targeting and creative elements of premium ads, but they can often reach a larger audience due to the visibility and credibility of the media company or publisher.
In general, self-serve ads are a more cost-effective option for businesses looking to have more control over their advertising campaigns, while premium ads may be a better choice for businesses looking to reach a larger, more targeted audience.
How Long Should Amazon Ads Run For?
The length of time that you should run your Amazon ads depends on several factors, including your advertising goals, your budget, and the performance of your ads. Here are a few general guidelines to consider when determining the length of your Amazon ad campaign:
Set clear advertising goals: Before you start your ad campaign, think about what you want to achieve with your ads. Do you want to drive more sales? Increase brand awareness? Target a specific group of customers? Your advertising goals will help you determine how long you should run your ads and how much you should spend.
Monitor your ad performance: As your ad campaign is running, pay close attention to how it is performing. Look at key metrics such as click-through rate (CTR), conversion rate, and return on investment (ROI). If your ads are performing well and meeting your advertising goals, you may want to continue running them. If they are not performing as well as you had hoped, you may want to adjust your campaign or consider ending it.
Consider your budget: Your budget will also play a role in determining how long you should run your Amazon ads. If you have a limited budget, you may need to be more strategic about when and for how long you run your ads.
Typically, it’s a good idea to run your Amazon ads for at least a few weeks to give them a chance to perform. This will allow you to gather enough data to make informed decisions about whether to continue running the ads or make adjustments to your campaign.
Amazon Sponsored Advertising Best Practices
Below are seven Amazon Sponsored Advertising best practices Amazon sellers should consider doing to guarantee the launch of effective and lucrative ad campaigns
Optimize your product listings: Before you start running ads, ensure that your product listings are optimized for search. This includes using relevant and descriptive titles, bullet points, and product descriptions, as well as including high-quality product images and customer reviews.
Target the right keywords: Use keyword research tools to identify the keywords that are most relevant to your products and that have the highest search volume. Make sure to include these keywords in your product titles, bullet points, and product descriptions.
Use relevant ad groups: Group your products into relevant ad groups based on product attributes, customer demographics, or other relevant factors. This will help you create more targeted and effective ads.
Use negative keywords: Use negative keywords to exclude search terms that are not relevant to your products. This will help ensure that your ads are shown to the most relevant audience.
Test different ad campaigns: Experiment with different ad campaigns and ad groups to see which ones perform the best. This will help you optimize your ad campaigns over time and get the most out of your ad spend.
Use high-quality images and copy: Use high-quality product images and compelling ad copy to capture the attention of potential customers and drive more sales.
Monitor and optimize your campaigns: Regularly monitor your ad campaigns and make adjustments as needed based on performance. This includes adjusting your bid amount, targeting, and ad copy as needed to improve the performance of your campaigns.
What Are the Results of a Successful Amazon Advertising Campaign?
The results of a successful Amazon advertising campaign will depend on the specific goals of the campaign. However, there are a few key metrics that can help you gauge the success of your ads. Here are a few potential results of a successful Amazon advertising campaign:
Increased sales: One of the primary goals of an Amazon advertising campaign is often to drive more sales. If your ads are successful, you may see an increase in the number of products sold as a result of the campaign.
Higher visibility: Successful Amazon ads can also increase the visibility of your products, making them more likely to be discovered by potential customers. This can lead to an increase in organic sales as well as sales from your ads.
Improved product ranking: Higher sales and increased visibility can also help improve your product’s ranking on Amazon’s search results pages. This can make it easier for customers to find your products and can lead to even more sales.
Higher return on investment (ROI): If your ads are successful, you should see an improvement in your return on investment (ROI). This means that the revenue generated by your ads will be greater than the cost of running the ads.
Increased brand awareness: A successful Amazon advertising campaign can also help increase brand awareness and build customer loyalty. This can lead to more repeat customers and higher lifetime value for your business.
Amazon Advertising Terms and Conditions
Amazon has specific terms and conditions that apply to the use of its advertising services. These terms and conditions outline the rules and guidelines that advertisers must follow when creating and running ads on Amazon. It’s important to carefully review Amazon’s advertising terms and conditions before creating and running ads on the platform to ensure that you are in compliance with all relevant rules and guidelines. Here are a few key points from Amazon’s advertising terms and conditions:
- Advertisers must comply with all applicable laws and regulations, including those related to advertising, privacy, and data protection.
- Advertisers are responsible for the content of their ads, including any claims made in the ad copy or images.
- Amazon reserves the right to review and approve all ads before they are published and to remove any ads that do not comply with its terms and conditions.
- Amazon may collect and use data related to ad performance and customer behavior for the purpose of improving its advertising services.
- Amazon may change its advertising terms and conditions at any time, and it is the advertiser’s responsibility to stay informed of any changes.
Amazon Advertising FAQs
Can I advertise on Amazon if I’m not a seller?
Yes, you can still advertise on Amazon even if you are not a seller. You can create an Amazon Advertising account and link it to your Amazon customer account. However, you will not be able to use sponsored product ads unless you have an active product listing on Amazon.
What is Amazon Advertising rule-based bidding?
Rule-based bidding is a feature of Amazon Advertising that allows advertisers to set specific rules and conditions for their bid amount. This can help advertisers automate their bidding strategy and optimize their campaign performance. With rule-based bidding, advertisers can set rules based on factors such as the keywords, products, or target audience for their ads and specify the maximum bid amount they are willing to pay for each ad. The system will then automatically adjust the bid amount based on the rules and conditions set by the advertiser. Rule-based bidding can help advertisers save time and improve their ad performance by automatically adjusting their bids to the most effective levels.
What are the requirements to run a Sponsored ad campaign on Amazon?
To run a Sponsored Ad campaign, you must be a registered seller on the Amazon marketplace and have at least one product listed for sale. You will also need to have a valid payment method on file with Amazon and be in good standing with the company. Additionally, you will need to have a clear understanding of your target audience and the keywords and targeting options that are most likely to be effective for your products. Finally, you will need to have a budget in place for your ad campaign and be prepared to monitor and adjust your ads as needed to optimize their performance.
How does Amazon Advertising work?
Amazon Advertising uses a pay-per-click model, where advertisers pay each time a customer clicks on their ad. Advertisers can create campaigns and ad groups within the Amazon Marketing Services (AMS) platform and select keywords to determine when and where their ads will appear. Ads can appear in search results, on product pages, and on other Amazon websites and apps.
What is the difference between sponsored products and sponsored brands?
Sponsored products are pay-per-click ads that appear in search results and on product pages, promoting individual products. Sponsored brands are ads that appear at the top of search results and feature the advertiser’s brand logo and multiple products. Sponsored brands are only available to Amazon vendors and sellers who have a professional selling plan.
How do I choose the right keywords for my Amazon Advertising campaigns?
Keywords are the words or phrases that are used to trigger sponsored products and sponsored brand ads on Amazon. To choose the right keywords for your campaigns, you should research the keywords that customers are using to search for your products. You can use tools like the Amazon Advertising Keyword Planner to help identify relevant keywords and see how competitive they are.
Can I target my Amazon Advertising campaigns to specific customers?
Yes, you can use targeting options in AMS to narrow the audience for your ads. You can target by keywords, product categories, customer interests, and other factors. You can also use manual targeting to select the specific search terms, product categories, and websites where you want your ads to appear.
How do I track the performance of my Amazon Advertising campaigns?
The AMS platform provides a range of performance metrics to help you track the success of your campaigns. You can see how many impressions and clicks your ads are receiving and calculate your click-through rate (CTR) and cost-per-click (CPC). You can also track your return on ad spend (ROAS) and conversion rate to see how well your ads are performing in terms of generating sales.
Can I automate my Amazon Advertising campaigns?
Yes, Amazon Advertising offers automatic targeting, which uses machine learning to automatically select keywords and determine the best placement for your ads.
What is Amazon Attribution?
Amazon Attribution is a tool offered by Amazon that allows advertisers to track and attribute sales to their advertising campaigns. With Amazon Attribution, advertisers can see how their ads are performing across different channels and devices and understand which ads are driving the most sales. This can help advertisers optimize their campaigns and allocate their advertising budget more effectively. Amazon Attribution integrates with the Amazon Advertising platform and other advertising channels, allowing advertisers to track the full customer journey from initial exposure to a product ad to the final purchase. This can provide advertisers with a comprehensive view of the effectiveness of their advertising efforts.
Amazon Advertising Dictionary
Amazon Advertising – the suite of advertising tools offered by Amazon, including sponsored products, sponsored brands, and display ads.
Sponsored Products – pay-per-click ads that appear in search results and on product pages on Amazon, allowing advertisers to promote individual products.
Sponsored Brands – ads that appear at the top of search results and feature the advertiser’s brand logo and multiple products.
Display Ads – banner ads that appear on Amazon websites and apps, featuring the advertiser’s products or brand.
Amazon Marketing Services (AMS) – the platform used to manage and optimize Amazon Advertising campaigns.
Ad Groups – a collection of ads within a campaign, each targeting a specific product or group of products.
Keywords – words or phrases that are used to trigger sponsored product and sponsored brand ads on Amazon.
Automatic targeting – a feature of Amazon Advertising that uses machine learning to automatically select keywords and determine the best placement for ads.
Manual targeting – the process of manually selecting keywords and placement for ads within an Amazon Advertising campaign.
Bid – the amount an advertiser is willing to pay for a single click on their ad.
Impressions – the number of times an ad is displayed on Amazon.
Click-through rate (CTR) – the number of clicks an ad receives divided by the number of impressions, expressed as a percentage.
Cost-per-click (CPC) – the amount an advertiser pays for each click on their ad.
Return on ad spend (ROAS) – the revenue generated from an ad campaign divided by the amount spent on the campaign, expressed as a percentage.
Conversion rate – the number of times an ad is clicked on and leads to a purchase, expressed as a percentage.
Sponsored Products API – the application programming interface for managing sponsored product campaigns programmatically.
Sponsored Brands API – the application programming interface for managing sponsored brand campaigns programmatically.
Note: Amazon Advertising and its features may have changed or been updated since this dictionary was created. This is intended to be a general guide and may not accurately reflect the current state of Amazon Advertising.