Upgrading Your Approach to Amazon

Sponsored Products

+

HOW SELLERS CAN GET THE MOST OUT OF THE PROGRAM’S 3 NEW FEATURES

Logistics

Session Recording Will Be Sent Next Week

Q&A Following the Presentation

Submit Questions In the Chat Box to the Right

T O D AY ’ S S P E A K E R S

Rick Backus

CEO | CPC Strategy

Lindsey Green

Strategic Acct. Manager | Sponsored Products

Pat Petriello

Sr. Marketplace Strategist | CPC Strategy

OVERVIEW

• Founded in 2007

• Recognized as an Official Google Shopping Partner

• +300 Active Retail Clients

• Top 50 fastest growing company in San Diego 3 years

CLIENTS

About CPC Strategy

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

Pat Petriello Senior Marketplace Strategist

Former member of Amazon Seller Services Team

Former professional seller on Amazon.co.uk, eBay, Buy.com

Lead architect for CPC Strategy’s Amazon Sales Acceleration Program

Engineered & directed million dollar revenue stream on Amazon

Former Member of Amazon Seller Services Team

Former Professional Seller On:

Course Overview

• Using Negative Keywords to Exclude Low-Performing Searches

• Overview of Advanced Match Types

• How to Use a Bulk Operations File

• Use Cases for Each Feature

• Q&A

Negative Keywords

Negative Keywords

Exclude low-performing customer search terms

The best way to identify negative keywords is through the Search Term

Report. Look at the data in this report to determine which customer

search terms have received significant traffic but not performed well.

Refine your targeting to exclude less relevant terms or terms you do

not want associated with your products or brands

You may use negative keywords to keep your ads from displaying to

less relevant customer search terms or terms that you do not want

associated with your brand.

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Negative Keywords

Match type Example keyword

Ads don’t show on search terms that contain

Excludes shopper search terms like these

Doesn’t exclude shopper search terms like these

Negative phrase boys shoes the complete phrase or close variations

Boys shoes, boys shoes 10

shoes for boys, boys red shoes, shoes boys,

Negative exact boys shoes the exact phrase or close variations

boys shoes, boy’s shoe

boys shoes 10

Negative Keywords

Add negative keywords to an ad group

1. Go to Advertising > Campaign Manager.

2. Select a campaign and then an ad group.

3. Go to Keywords, and then Negative

keywords.

4. Click Add ad group negative keywords

and then Add keywords.

Advanced Match Types

Advanced Match Types

Broad matchThis match type offers your ad broad traffic exposure. A shopper’s search query will match if it contains all the keyword terms or their synonyms. The shopper’s search query can contain keyword or synonyms in any order.

Phrase matchThe shopper’s search query must contain the exact phrase or sequence of words.

Exact matchThe shopper’s search query must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term.

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Advanced Match Types

Match type Example keywordAds can show on search queries that

Matches to these customer search queries

Doesn’t match these customer search queries

Broad match boys shoes include misspellings, synonyms, related searches, and relevant variations

boys shoes size 10, waterproof boys shoes, boys footwear

Boys pants, mens shoes

Phrase match boys shoes the phrase and close variations of the phrase

boys shoes, boys shoes 10

shoes for boys, shoes boys, boys red shoes

Exact match boys shoes the exact phrase and close variations of the exact phrase

boys shoes, boy’s shoe

boys shoes 10

Advanced Match TypesAssign a match type to a keyword when you

add the keyword to an ad group.

1. Go to Advertising > Campaign Manager.

2. Create a new campaign, or select an

existing campaign.

3. Create an ad group, or select an existing

ad group.

4. Click the Keywords tab and then click

Add keywords.

5. Add a keyword and then select the match

type.

Bulk Operations

Bulk Operations

Add New Campaigns, Ad Groups, Ads (Products), or Keywords

If you have a large number of campaigns, keywords or ads you would like to advertise, bulk operations is the most efficient way to do so.

Edit Existing Campaigns

Instead of updating your keyword bids or advertised products one-by-one in Campaign Manager, you can download a .csv file of your campaign information, make changes in the file, and then upload the file. You may upload only the lines with changes, or upload the full file.

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Upload your file in .csv format.

Filter the Bulk File for more efficient data analysis.

Download an Active Listings Report for a list of all your active

products and SKUs.

Check for errors in your upload.

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Bulk Operations

Bulk Template

Downloading the Bulk File

Adding to Existing

Campaigns

Adding Ads (Products) to Existing Campaigns

Required Fields

• Campaign Name

• Ad Group Name

• SKU

• Status

Bulk operations provides an efficient way to add a large number

of ads (products) at one time by uploading a .csv file with your

SKUs.

When creating new ads to your bulk file you must add one line

per ad. All required fields listed to the right must be present in

each line when uploading new ads.

Example of how to

Adding Keywords to Existing Campaigns

Required Fields

• Campaign Name

• Ad Group Name

• Maximum Bid – only if it

should differ from Ad Group

bid

• Keyword

• Match Type

• Status

Bulk operations is a great way to add a large number of keywords

at one time by uploading a .csv file with the new keywords. You

must add one line per keyword you would like to add.

You may add keywords with broad, phrase, or exact match using

the Match Type column. If you are adding a negative keyword,

you may use negative exact or negative phrase as the Match Type.

Example of how to

Processing Report

Understanding the Processing Report

This shows the line number where the error occurred. If

the same error impacted multiple lines, we may only show the first line number.

The error-code is a reference number

for the specific error that occurred.

The error-type shows what type of error

occurred: fatal, error, or warning.

The error-message provides a brief explanation of why the error

occurred. You may review help content for how to fix common errors.

Early Testing with Negative Keywords

Spend efficiency is the big win here

Great for ROI-focused sellers ; less vital for new product launches

Using negative keywords to funnel searches across campaigns

Negative Keywords Use Case

• More granular search term targeting

Big impact when traffic is seasonally high

• Again, this is a win for spend efficiency

Early Testing With Advanced Match Types

Running Shoes

Shoes for Running

Women’s Running Shoes

Running Shoes On Sale

Nike Running Shoes

Running Shoes

Early Testing With Advanced Match Types

Running Shoes

Phrase Match Keywords

Shoes for Running

Women’s Running Shoes

Running Shoes On Sale

Nike Running Shoes

Running Shoes

Running Shoes

Shoes for Running

Women’s Running Shoes

Running Shoes On Sale

Nike Running Shoes

Running Shoes

Broad Match Keywords

• Sponsored Products is now finally scalable, particularly for sellers

with large catalogs

• Allows for larger, more targeted campaign structures

• Rule-based bidding

Early Testing With Bulk Operations

Questions for Pat or Lindsey? Submit your questions in the chat box on the right

cpcstrategy.com/retail-search-audit/

www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Apply For A Free 60 min. Retail Search Audit

Lindsey Green

Strategic Acct. Manager | Sponsored Products Pat Petriello

Sr. Marketplace Strategist | CPC Strategy