The Amazon Ecosystem and Terminology
Transcription
Advertising on Amazon is an auction system with sellers bid on search terms and the seller with the highest, but it’s eligible for the buy box, usually wins the auction. Then when a shopper searches that term on Amazon, that advert will be served to them, creating an impression. As a brand or retail advertising on Amazon, you will not pay for the sponsored product or sponsored brand advertisement until the customer clicks on the advert itself, the pay per click or PPC adverts, then drive customer traffic to Amazon product detail pages.
show moreWhen it comes to sponsored products, you can differentiate your bids and view the performance of these according to three placement groups, top of search, rest of search and product detail pages. Top of search refers to the adverts and the top of the first page of search results.
Rest of search refers to the adverts shown in the middle or at the bottom of the results page and in the second page of the results and beyond product detail pages referred to the placements on those pages and certain other placements off search results, like the add to cart page. In addition to selecting a bidding strategy, you can also sit beds according to placement.
You can enter a percent increase between zero and 900% to your base bed for two placements, top of search and product details pages. When you do this, your beds will increase by the specified amounts when you adverts compete for opportunities on those placements. It is for this reason that these placement adjustments are also referred to as placement multiplies, this setting can be used to increase the visibility of your adverts and generate additional impressions of core, specific placement.
It is important to know that it is possible that bidding by placement can negatively impact your advertising cost of sales or a cost as you are bidding higher, just for placement and not necessarily increase conversion. The maximum default bid is the cost per click. You are willing to pay. When someone clicks an advert from the advert group, this bid will apply to all clicks.
Unless you have set a customized bid for an individual keyword in this campaign, advert group setting custom cost per click bids is optional. The formula for calculating the advert group. Default bid is ACOS target multiplied by product price, Multiplied by conversion rate.