On Amazon, traffic is the cornerstone of sales, and internal ads are the core tool for acquiring targeted traffic. Among them, the three major ad types—SP (Sponsored Products), SB (Sponsored Brands), and SD (Sponsored Display)—each have unique focuses. Mastering their effective strategies can significantly reduce customer acquisition costs and enhance brand influence.
1. SP Ads: Leverage Keywords to Drive Organic Traffic and Build a “Foundation”
SP ads are the most commonly used “traffic drivers” for Amazon sellers. Their core value lies in accurately reaching search users through keywords while boosting organic rankings. Effective use hinges on “keyword filtering” and “phased targeting.”
1.1 Automatic Ads: Identify Traffic Goldmines to Pave the Way for Manual Ads
For new product launches, start with automatic ads. The system automatically matches relevant keywords and ASINs to your product. Focus on the “Search Term Report”—filter high-value keywords with a click-through rate (CTR) over 1% and conversion rate (CVR) over 5% (e.g., “wireless headphones with noise cancellation”) and competitor ASINs that drive orders. These insights become the “ammunition” for subsequent manual ads, avoiding blind spending.
1.2 Manual Ads: Precision Layering to Control ACoS (Advertising Cost of Sales)
Stratify manual ads by keyword type:
- Exact Match: Target high-converting keywords from automatic ads (e.g., “10000mAh portable charger”) with higher bids to secure top search results. Prioritize conversions to lower ACoS.
- Broad/Phrase Match: Expand reach to uncover potential keywords. For example, promoting “organic cotton t-shirt” with broad match might capture long-tail terms like “cotton t-shirts for men organic.” Move top performers to exact match.
- ASIN Targeting: Bid on competitor ASINs, especially those with ratings below 3.5 stars or higher prices. Display ads in the “Sponsored Products” section of their detail pages to capture their traffic (“defensive targeting”).
1.3 Phased Strategy: From “Volume Building” to “Profitability”
- New Product Phase (0–3 months): Allocate budget to broad/phrase match with bids 20% above suggested rates. Rapidly accumulate orders and keyword authority to boost organic rankings.
- Growth Phase (3–6 months): Reduce broad match spending. Optimize exact match and ASIN targeting, gradually lowering bids to suggested rates to control ACoS while maintaining stable traffic and high conversions.
2. SB Ads: Use Brand Power to Drive “Cluster Sales” and Build a “Premium Segment”
SB ads are exclusive to brand-registered sellers. Their core value is enhancing user trust through brand storytelling while driving cross-product sales, making them ideal for established brands.
2.1 Product Bundling: Reduce Risk by “Leading New Products with Bestsellers”
SB ads display up to 3 products. Avoid promoting all new items—low authority limits exposure. Instead, use a “1 bestseller + 2 promising new products” mix: Bestsellers attract traffic and trust, lifting overall ad CTR, while new products ride their coattails to gain exposure at lower costs. For example, a beauty tool seller could pair a top-rated makeup brush set with new makeup remover pads and beauty blenders.
2.2 Creative Optimization: Replace “Hard Selling” with “Brand Storytelling”
The “brand headline” and “logo” are critical. Avoid generic phrases like “Buy Now”; highlight core brand values, e.g., “Eco-Friendly Kitchenware | BPA-Free & Reusable.” Pair with high-quality brand images (showcasing product use cases, not just standalone items) to boost brand recall. For SB video ads, create 15–30 second clips demonstrating product use or brand mission—videos typically drive 30% higher conversions than static images.
2.3 Keywords: Tie “Brand Terms + Scene Terms” to Strengthen Recognition
Alongside core product keywords, prioritize “brand terms” (e.g., “XX brand coffee maker”) and “scene terms” (e.g., “office coffee maker”). Brand term searches indicate existing awareness, lowering conversion costs. Scene terms target users with specific needs—”outdoor portable grill” is more precise than generic “grill,” improving ad ROI.
3. SD Ads: Capture Competitor Traffic with “Precision Interception” and Build an “Incremental Segment”
SD ads uniquely target “competitor users” and “complementary product users,” even extending to off-site channels. Their core value is “traffic capture,” suited for mature products with price or review advantages.
3.1 Targeting Strategies: Pinpoint “High-Potential Users”
- ASIN Targeting: Target high-sales, high-traffic competitors with mediocre ratings (3–4 stars). Display ads in their “Recommended for you” section. For example, a child car seat seller could target competitors with reviews mentioning “complex installation,” emphasizing their own “easy installation” feature.
- Complementary Product Targeting: Focus on related items—phone case sellers target phone ASINs; printer sellers target printer paper ASINs. Users browsing complements are more receptive to related recommendations.
- Audience Targeting: Retarget users who viewed your product but didn’t buy, or similar audiences who purchased competing items, to reawaken demand.
3.2 Pair with Promotions: Use “Instant Offers” to Boost Conversions
SD ads thrive on “last-minute incentives,” especially when targeting competitors. Highlight deals like “Spend £30, Save £5” or “Buy 2, Get 1 Free” in ad visuals (e.g., “50% Off Today”). Data shows promoted SD ads drive 40% higher conversions than standard ones.
3.3 Cost Control: Focus on “On-Site + High-ROI Off-Site”
While SD ads extend off-site, off-site traffic converts poorly. Prioritize on-site placement; for off-site, stick to “Amazon-affiliated platforms” (e.g., partner discount sites) to avoid waste. Monitor “impressions-CTR-conversions” daily—pause or lower bids for underperforming targets with no conversions for 3+ days.
4. Synergizing All Three Ads: A 1+1+2 Integration Strategy
Single ads have limited impact; combining SP, SB, and SD maximizes results:
- Use SP ads to build keyword foundations and accumulate organic traffic.
- Use SB ads to strengthen brand recognition, boosting trust and average order value.
- Use SD ads to capture competitor traffic and fill market gaps.
For example, launching a new product: Start with SP automatic ads to filter keywords, then use manual exact targeting. After 1 month, launch SB ads to pair bestsellers with new products and boost brand exposure. Once the product has 50+ reviews, activate SD ads to target competitors—creating a triple traffic stream: keyword, brand, and competitor-driven.
In summary, Amazon ads thrive on “precision targeting + flexible adjustments.” Sellers must dynamically optimize strategies based on product stage (new/mature), budget, and goals (volume/profit) to turn every pound spent into tangible sales.
