Process

1. Auto

The Auto campaign is where Amazon automatically matches your product to customer Keyword Searches, as well as displays your ad on competitor products. This campaign is used for ongoing research, where we then filter in the data from targets that convert into the Manual campaigns.

2. Manual

This campaign targets Keywords & customer search phrases related to your product in Broad, Phrase and Exact Match types. This will typically be the campaign driving most of the sales volume.

3. Competitor Manual

This is where we target competitor brand names, looking to take incremental sales from searches looking for competitor products. This is an “add-on” strategy, that is usually very low volume, but can add incremental sales.

4. PAT

This is a competitor Product Targeting campaign. This campaign serves your ad on competitors’ product detail page as an alternative to that product. These can be relatively high volume once we get a stable of competitors targeted which your product sells well against.

5. Branded Manual

This campaign targets your own brand name. This helps to defend against competitors who will also advertise for your brand name trying to steal your sales. This campaign makes sure that your product shows up instead of a competitor’s when buyers search your brand name.

6. Branded PAT

This campaign advertises one product on another product’s listing, within your brand. This helps keep potential buyers in your brand space if they end up clicking an ad on your page, hopefully leading to a sale of one of your alternatives. Essentially, this is cross-selling across your product line.