From the product dimension, PPC advertising consists of three parts: campaign, ad group and keyword.
When you select a product to do PPC advertising, the first step is to set up an ad campaign. You need to set a budget for this ad campaign and choose whether to use automatic advertising or manual advertising as the delivery method for this ad campaign. You also need to determine the bidding strategy for this ad campaign.
After completing the above steps, we will move on to the second step. You need to create a corresponding ad group for your ad campaign. Ad groups are a way to organize and manage ads in an ad campaign. As for ad groups, we need to select the product to be advertised and determine whether to do product delivery or keyword delivery. If it is product delivery, the ad group will be under the category or ASIN; if it is keyword delivery, the ad group will be under the keyword.
We can group ads by brand, product, category, price range or other types (such as theme or positioning strategy). Ad groups are applicable to product promotion activities and display promotion activities of Amazon sellers. Each ad campaign can contain one or more ad groups. When you create an ad campaign, the system creates the first ad group. After you save the campaign, you can add more ad groups to it.
The above is a complete product architecture for Amazon PPC ads based on products. So how do you develop a reasonable product advertising structure based on your promotion goals? To know the answer, let’s first look at product classification. The products in Amazon stores can be simply divided into two parts: one part belongs to general products or ordinary products. We don’t need to focus on this type of product, we just need to do basic optimization. They don’t have a lot of inventory, but the variety and quantity are large. This type of product is more similar to the long-tail words we talked about when we talked about keywords before; the other part of the products we call key products or hot-selling products. There are few such products, and it takes a lot of energy and financial resources from development, stocking to listing, and the promotion budget must also be relatively sufficient.