This episode explores Amazon's advertising campaign structures, providing a comprehensive PPC walkthrough. It begins by outlining the different advertising options available on Amazon, including sponsored products, brands, display, and TV, before focusing primarily on those four. The discussion then moves into sponsored products, emphasizing the importance of proper naming conventions for ad groups and detailing targeting types, such as automatic and manual. Automatic targeting involves close, loose, substitute, and complement matches, each with specific bid strategies, while manual targeting allows for keyword and product selection. The episode further explains campaign bidding strategies, including dynamic bids and fixed bids, and the significance of bid adjustments for top-of-search and product page placements. The episode concludes by providing budget allocation recommendations across sponsored products, brands, and display campaigns, and steers listeners to additional resources for Amazon DSP.
