Amazon Sponsored Ads Tutorial - How To Run Amazon Ads Manual Phrase Sponsored Ads

About this video

RJ Martinez walks through setting up a manual-targeting Amazon Sponsored Products campaign using phrase match, which he calls a research or ‘phishing’ ad for finding long-tail keywords. Using a monkey shirt as the example, he names the campaign by niche plus ASIN, chooses manual targeting and ‘down only’ bidding, and starts with a low default bid of about 20 cents, increasing slowly only if impressions do not come. He explains phrase match as requiring the exact phrase in order, while allowing extra words before or after it - for example ‘monkey boy shirt’ can still trigger when a shopper adds a size like XL or small. Keywords should come first from an optimized listing, then from 5 to 10 long-tail phrases gathered via Helium 10 or Amazon’s own search bar, ideally by studying a top-selling competitor’s ASIN and checking for consistent search volume. He claims this approach can produce very low ACOS, citing figures such as 1-3% and 5-7% as his own results, and argues that converting on long-tail terms can build into ranking for the main keyword, while warning it will not work if the design or listing keywords are poor.

Key takeaways

• Optimize the listing’s keywords before running any Amazon ads, because a weak listing or design will undermine the campaign
• Use manual targeting with phrase match and ‘down only’ bidding for this research-style campaign
• Start with 5 to 10 long-tail keywords and a low bid around 20 cents, raising bids slowly only if there are no impressions
• Source long-tail phrases from Helium 10, Amazon’s search suggestions, or a top-selling competitor’s ASIN, favoring terms with consistent search volume
• Phrase match requires the exact phrase in sequence but allows extra words before or after, which is how low-cost long-tail conversions are found

Episode details: published April 13, 2021 · 9:01 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are RJ Martinez’s own claims, shared for education — they are not typical or guaranteed.

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