3/25/2020 1:00 PM - 2:00 PM

Room: 10

General Session


Ben Aldern

Ben Aldern



Working With The Black Box of Amazon Ads: Controlling Search Terms

Most advertisers assume that keywords are the most important entity to focus on in their Amazon advertising account. This is a holdover from other ad publishers like Google. Amazon PPC is all about which product you show for which search term and how much you pay for this. Keywords are simply tools to manage search term exposure. Moving the focus to search terms allows advertisers to gain control over their account instead of spending frustrating hours fighting against Amazon's algorithm. Target audience is anyone who directly manages an advertising account on Amazon, whether this is an account they own, or a client account they manage. The people who will get the most out of this are those who set up their account without a clear understanding of how Amazon Ads work, and are confused why their optimization efforts aren't working as well as they expect them to.
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