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Amazon cert - Coggle Diagram

- - - - close match
      - Loose match
      - substitute (viewed similar product)
      - complement (viewed complement product)
  - - - refine by: price, star, brand
    - - Exact -> similar product
      - expand
  - - - Lifestyle
        
        Browse + view
      - Interest
        
        Browse + purchase
      - Life event
      - In market
    - - in 90 days
    - - in 365 days
  - - - broad match
        
        browse using any of the words, in any order
        
        shopping queries must contain at least some of the keyword terms or close variations
        
        may contain additional words
      - Phrase match
        
        exact phrase in shopping query
        
        close variation that’s in the same order as the keyword term
        
        may contain words before or after the keyword term
      - Exact match
        
        use exact word or phrase in shopping query, or a same-meaning variation (synomym & paraphrase)
- - - - Demographic
      - Market basket
      - repeat purchase behavior
      - Search catalog performance
      - Top search term
      - Search query performance
    - - forecasting
      - Inventory
      - Net pure product margin
      - Sales
      - Traffic
- - - - View + purchase 12 months
    - - recently view product
  - - - View
      - keyword search
      - Purchase
    - - 5 Sources to build from
        
        Advertiser hashed audience
        
        Amazon Ad tag
        
        Data management platform transfer :red_flag:
        
        Customer data platform transfer :red_flag:
        
        Conversion API transfer
- - - - Sponsored product (CPC)
        
        placement
        
        product listing, premium web + app
        
        at the top of, alongside, or within shopping results, product pages, or on select premium apps and websites on desktop and mobile
        
        feature
        
        shown to shoppers based on relevant keywords or products
        
        link to the product detail page
      - Sponsored brand (CPC)
        
        Feature
        
        logo, custom headline, multiple products
        
        link to product detail page, new landing page, a Brand Store on Amazon.com, or custom URL
        
        Sponsored Brand video:
        
        displays auto-playing video in shopping results
        
        6-45 seconds video ads in mobile and desktop, and are shown for selected relevant keywords
        
        Link to product detail page
        
        Placement
        
        relevant shopping result
        
        on top of, alongside, or within shopping results, on both desktop and mobile
      - sponsored display (CPC vs vCPM)
        
        Note
        
        For all brand ( on amazon or not)
        
        no minimum campaign spend requirements
        
        Feature
        
        For product sold in amazon
        
        static image + video
        
        For product not sold in amazon
        
        static image
      - Sponsored TV
        
        Note
        
        For seller on amazon, vendors, their agencies, technology providers
        
        Placement
        
        streaming services: Freevee & Twitch
    - - Audio ads
        
        feature
        
        non-skippable 10-to-30 second ads
        
        Placement
        
        Across premium first-party content like Amazon Music, Amazon News, and Twitch, + third-party channels like Amazon Publisher Direct (APD)
        
        delivered across desktop, mobile, tablet, Alexa devices, and connected TV
        
        Note
        
        available to advertisers whether or not they sell products in the Amazon store
        
        offers both managed-service and self-service buying
        
        other: Interactive audio ads
        
        lets listeners reply by voice to Alexa CTA to add an item to their cart, request more info via email, push notification, and through the companion app + set a reminder - without disrupting their streaming audio content
        
        play across the Amazon Music ad-supported tier + Amazon Publisher Direct on Alexa
        
        require a typical minimum budget and working with an Amazon Ads account executive
      - Video ads
        
        Note
        
        available for brands, vendors, sellers, and agencies. Advertisers can utilize video ads whether or not they sell products on Amazon.com
        
        Types
        
        sponsored TV
        
        streaming TV
        
        Online video
      - Custom ads
        
        Note
        
        require working with an Amazon Ads consultant, subject to a required minimum spend
        
        Advertisers with a product or brand to promote can buy custom solutions, whether or not they sell products in the Amazon store
        
        Placement
        
        home page takeovers, Fire TV placements, customized destination pages, on-box advertising, and multi-channel campaigns that include in-store displays in highly rated Brand Stores.
  - - - Brand store
      - Post
      - Live
- - - - after create campaign, can increase but can’t decrease
    - - Can not switch daily & lifetime once camp is active
  - - - suggest
      - custom
      - Default
    - - dynamic bids: down only
      - Dynamic bids: up & down
      - Fixed bid
    - - Top of search
      - Rest of search
      - Product pages