Amazon Sponsored Ads flashcards
Amazon Sponsored Ads · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Sponsored Products campaign hierarchy
- Campaign sets budget and targeting type; ad groups hold bids, keywords or product targets and negatives; product ads attach ASINs. Budgets exist only at campaign level.
- Automatic targeting match groups
- Close match, loose match, substitutes, and complements. Each match group can be bid separately at the ad group level.
- Product targeting refinements
- Brand, price range, star rating, Prime badge; category targeting adds genre. Refinements narrow which ASINs or categories the ads appear on.
- Campaign-level negative keywords
- Apply to every ad group in the campaign and override ad group-level negatives. Use them to block a term across the whole campaign.
- Sponsored Brands ad formats
- Product Collection, Store Spotlight, and Sponsored Brands Video. Product Collection shows three or more products; Store Spotlight links to Store subpages.
- Sponsored Brands eligibility
- Requires Brand Registry, an active seller or vendor account, a brand Store, and products in eligible categories.
- Sponsored Brands Video length
- 6 to 45 seconds; 1280x720 or 1920x1080 resolution; maximum 500 MB file size; no letterboxing; audio recommended.
- Sponsored Brands headline limit
- 50 characters maximum. Keep the headline focused on the brand and the key product benefit.
- Sponsored Display targeting types
- Product targeting (ASIN or category) and audience targeting (views remarketing, purchases remarketing, similar audiences, in-market and lifestyle).
- Views remarketing
- Reaches shoppers who viewed the advertised product or related products within a set lookback window. Useful for re-engagement campaigns.
- Sponsored Display vCPM bidding
- Cost per thousand viewable impressions, available for audience-targeted campaigns. Advertisers pay per 1,000 viewable impressions instead of per click.
- Defensive Sponsored Display targeting
- Target your own ASINs to protect detail pages from competitor ads and to cross-sell complementary products.
- Broad match
- Shows ads on synonyms, related terms, and any word order. Widest reach and least control of the three match types.
- Phrase match
- Shows ads when the search contains the exact phrase plus words before or after, including close variants.
- Exact match
- Shows ads only on the exact keyword and close variants such as plurals, misspellings, and hyphenated forms.
- Negative phrase match
- Blocks any search query containing the negative phrase. Broader than negative exact, which blocks only the identical query.
- Dynamic bidding down only
- Default strategy. Lowers bids when a click is less likely to convert; never raises a bid above the base bid.
- Placement adjustment maximum
- Up to 900% for top of search, product pages, and rest of search. Applied on top of the base bid.
- Break-even ACOS
- Equals the product profit margin before ad spend. Spending above break-even ACOS produces a loss on advertised sales.
- Portfolio budget
- A cap on total spend across campaigns in a portfolio. Limits overspend but can starve high-performing campaigns.
- Main image requirements
- Pure white background, product fills at least 85% of the frame, no text, logos, watermarks, or borders.
- Retail readiness signals
- Strong ratings (3.5+ stars), review volume, A+ Content, competitive price, in-stock status, Prime eligibility, and complete detail page copy.
- Sponsored Brands Video hook
- First two seconds must show the product and brand clearly; design for sound-off viewing with captions.
- Prohibited ad copy claims
- Avoid 'best seller', guaranteed results, medical or FDA claims, and unverifiable superlatives in ad text.
- ACOS formula
- Advertising cost of sale = ad spend divided by attributed sales, expressed as a percentage.
- TACOS formula
- Total ad spend divided by total sales, including organic and ad-attributed sales, expressed as a percentage.
- Sponsored Products attribution window
- 7-day click and 1-day view. Sales are credited to the ad if the click occurred within 7 days.
- Sponsored Brands attribution window
- 14-day click and 1-day view. Longer than Sponsored Products, so compare campaigns using like-for-like windows.
- CTR diagnostic
- High impressions with low CTR usually indicates a weak main image, title, price, or coupon visibility in search results.
- CVR diagnostic
- High CTR with low conversion rate points to detail page issues: price, reviews, images, A+ Content, or stock.
- Naming convention
- Include brand, campaign type, targeting, match type, and date in campaign names for clean reporting and filtering.
- Harvesting search terms
- Move converting search terms from automatic or broad campaigns into exact-match campaigns; add negatives to the source campaign.