Sponsored Products
What this domain tests
Sponsored Products (SP) is keyword- and product-targeted, cost-per-click, and appears in search and on detail pages. Master the levers: match types (broad, phrase, exact, and negative exact/phrase), manual vs. automatic campaigns (automatic targets: close match, loose match, substitutes, complements), bidding (dynamic bids down only / up and down, placement multipliers for top of search and product pages), budget caps, and campaign structure (single-theme ad groups, one match type per ad group for clean data).
Traps
- Broad vs. phrase: broad can match any order of terms and synonyms; phrase locks word order and adds close variants. Questions test which captures the most irrelevant traffic.
- Negative exact vs. negative phrase: negative phrase blocks the phrase anywhere in the query; negative exact blocks only the exact query.
- Automatic campaigns still use your bids and negatives - they are not "set and forget."
- Placement multipliers raise bids, they do not guarantee placement.
- Budget is consumed by clicks across all ad groups; a high bid with a small budget starves the campaign.
Worked example
You bid $1.00 with a 50% top-of-search multiplier and dynamic bids up-and-down. Max possible bid at top of search can reach roughly $1.50 before any up-and-down adjustment. If CPCs at top of search are $1.20 and conversion rate is 10%, cost per acquisition ≈ $12 - compare to your target ACoS before enabling the multiplier.
Key concepts checklist
Match types, negatives, automatic target groups, bidding strategies, placement multipliers, budget pacing, ad group structure.