In today’s post, we conclude the Amazon Sponsored Products Advertising strategy series with Discovery Campaigns. This strategy is all about finding new opportunities by identifying fresh keywords and product targets for your listings, making it an essential part of expanding your reach and optimizing your ad strategy.
Discovery Campaigns focus on uncovering new, relevant keywords and product targets that you may not have considered before. This helps you continually refine your advertising approach and opens the door to more conversions. Here’s how you can effectively run these campaigns:
Auto Campaigns: Auto Campaigns allow Amazon’s algorithm to automatically identify relevant keywords and product targets based on your listing. By running these campaigns, you can discover new converting search terms that you might not have thought of otherwise. The key is to monitor your results using the Bulk Operations spreadsheets in the Amazon Ads Dashboard. When you find new keywords or product targets that are driving conversions, integrate them into your existing campaigns—whether they be Protective, Offensive, or Ranking Campaigns.
Broad Match Keywords (with Modifiers): Using broad match keywords helps you cast a wider net in your Discovery Campaigns. To keep your targeting more controlled and relevant, include modifiers that prevent overly broad terms. This tactic allows you to identify new, relevant search terms without wasting ad spend on unrelated traffic.
Product Targeting (Expanded Search): Expanded Product Targeting allows you to reach potential customers by targeting ASINs similar to your product. Amazon’s algorithm identifies these relevant ASINs, making it a powerful tool to reach buyers who are already interested in similar products.
Sponsored Brands Campaigns: If your budget allows, Sponsored Brands Campaigns can be a useful addition to your Discovery efforts. Though they typically have a higher ACOS, these campaigns are excellent for raising awareness and discovering new keywords. They target top-of-funnel shoppers, helping you attract new audiences that can be nurtured down the sales funnel.
Discovery Campaigns require consistent monitoring. Regularly review the new search terms generated from these campaigns and feed the converting keywords back into your other ad tiers—Protective, Offensive, or Ranking Campaigns. This cyclical approach ensures that your advertising strategy evolves and improves over time.
Discovery Campaigns are crucial for finding new keyword and product opportunities, making them the final piece in building a well-rounded Amazon advertising strategy. By running these campaigns and integrating the insights you gather, you can continue to optimize your ad performance and drive sales.
With this, we’ve covered all five tiers of Amazon Sponsored Products Advertising: Protective, Offensive, Ranking, Amazon’s Choice, and Discovery Campaigns. Together, they form a comprehensive framework to maximize your visibility and sales on Amazon.
Be sure to watch the video below for a more detailed breakdown of Discovery Campaigns, and don’t forget to subscribe to our series for more actionable eCommerce insights!