More than one SKU: separate sponsored product campaigns or the same?

Amazon Sponsored Products
1

Thanks for any help.

I have more than one product and i am not sure if to run separate campaigns for them or put under the same one.

  1. If you put two SKUs under the same campaign do you get a breakdown for each SKU or are they lumped together? How does Amazon know which product to show? On a 50% basis? Or what?
  2. If you put separate will i compete with myself for keywords? If not why?
  3. Did a lot of research but didn’t find anything in terms of best practices on this.

Thanks again.

2

I don’t work specifically on Sponsored Products but I will try and address your questions as best I can.

  1. Yes, you will get a break down for each SKU they are not lumped together. The product that is shown is dependent on a number of factors including but not limited pricing, feedback and buyer searches.
  2. Yes you will compete against yourself dependent on the factors mentioned above among others.
  3. In relation to best practices the following details may be of help to you.
    The biggest drivers of sales on Amazon.co.uk are Search and Browse. There are three key areas you can work on to more effectively surface items and drive sales: keywords, the browse node, and detail pages.

Keywords:

The ad campaigns rely on keywords to display your ads online. We advise you to review your keywords regularly, add more keywords if necessary or remove keywords that do not generate traffic.

The keywords should give related ways for customers to find your product.

In addition you can also adjust the bid amount to make sure that your ads are competitive.

The advertising reports can help you review your ads and keywords and adjust the bid amounts. For more information about the advertising reports please see:

https://sellercentral.amazon.co.uk/gp/help/201530660

Browse Node

To better surface your products in browse, use the most specific categorisation terms available, and provide all applicable keyword attributes.

For more information regarding categorising your products, please refer to:

http://sellercentral.amazon.co.uk/gp/help/1661
http://sellercentral.amazon.co.uk/gp/help/1631

Product Detail Pages:

Once a customer finds the product through Search or Browse, the product page becomes your selling point. You should ensure your product pages meet or exceed other merchants in your category. There are five key components on the product page that can help with sales: title, image, price, feature bullets, and description.

  • Title: The title should be descriptive. Title is key to a customer’s buying decision, so you should ensure that the title gives the information a customer needs to differentiate your product from similar ones.
  • Image: The image should clearly display exactly what the customer is getting. The image should be on a white background and display only the product the customer is purchasing (e.g., if the product is computer speakers, do not show a picture of the computer or other peripherals, only the speakers).
  • Price: Ensure your price (product + shipping) is a good value. We have found that low or free shipping has a definitive impact on sales.
  • Featured Bullets: Through testing, we have found that featured bullets increase sales. Featured bullets should be limited to about 80 characters each. They should highlight key features, such as ease of use, notable features, accessories included; basically, whatever separates your product from others. Be consistent with the order of bullets throughout your products. (E.g., if you start with notable features, always start with notable features.) It is fine to repeat information from the title and description. Use bullets to highlight the 5 key takeaways you want customers to have.
  • Description: This is your opportunity to describe the product in detail. Here, repeat the key features as well as any other information the customer should know. This is also the key place where you can market to the customer. What makes this product so special customers should buy it?

For more information about optimising product detail pages, see:

http://sellercentral.amazon.co.uk/gp/help/10521

By reviewing the keywords, bids, browse node, and detail pages, and making changes where needed, you are setting yourself up for success. Your products will be easier to find and customers will clearly know the details they need to make a buying decision. Please keep in mind: you want to make your listings as descriptive and attractive as possible. Do not hesitate to compare your listings with those of your competitors, if it helps you improve your own.