Amazon Success: How to Analyze Competitor Advertising Strategies


In today's fast-paced digital landscape, understanding your competitors' advertising strategies is crucial for staying ahead in the game. Fortunately, tools like SellerSprite have made it easier than ever to gain insights into your competitors' advertising tactics. In this blog, we'll explore how to analyze competitor advertising principles using SellerSprite, focusing on two key aspects: Advertising Type and Advertising Insight Operation.

Advertising Types and Principles

1. Ads Types

Before explaining the principles, we first need to familiarize ourselves with advertising match types so that we can better analyze the competitive advertising strategies.

Advertising (SP) is divided into automatic advertising and manual advertising, each with several matching methods.

  • Automatic Advertising: Close Match; Relevant Match 

(Similar Products, Related Products, Ad Insights analyze only keywords, not ASINs).

Close Match: When customers search using search terms closely related to your product, we display your ad to them. For example, if your product is "Doppler 400-count Cotton Sheets," we will show it when customers use search terms like "cotton sheets" and "400-count sheets." In other words, your product appears only when customers search for keywords (or ASINs) closely related to your product.

Relevant Match: When customers search using search terms that are not closely related to your product, we display your ad to them. For example, if your product is "Doppler 400-count Cotton Sheets," we will show ads when customers use search terms like "bed sheets," "bath sheets," and "bath towels." Our product can also appear when customers search for more broadly related keywords.

  • Manual Advertising: Broad Match; Phrase Match; Exact Match.

Broad Match: Supports exact matching, supports long-tail keyword matching, supports unordered matching, supports misspelled words.

For example, when we advertise the keyword "dog bowl," customers searching for the following words have the opportunity to see our products:

  • dog bowl, dog bowls (exact match)
  • large dog bowl, dog food bowl, dog bowl 500ml (long-tail match)
  • bowl dog (unordered match)
  • dogg bowls (misspelled)
  • dog bowls (plural form)
  • puppy bowl (synonym match)

Phrase Match: Includes exact phrases or keywords with the same word order.

For example, when we advertise the keyword "dog bowl," customers searching for the following phrases have the opportunity to find our products:

  • dog bowl, dog bowls (exact match)
  • large dog bowl, dog bowl 500ml (long-tail match)
  • dog for bowl (with a preposition) can find our products.

Exact Match: Completely matches the corresponding keyword or keyword phrase in both word and word order. Customers searching for "dog bowl" can find our products, but searching for anything else will not lead to our products.

2. Ads Principles

Now that we understand the types of advertising and the data that can be matched, let's take a closer look at how it operates.

The Ads Insights feature works by dissecting the advertising layout of competitor products based on ASINs.

It infers the keywords and matching modes used by products in different advertising groups and campaigns, along with non-advertising targeting keywords. This helps sellers reverse engineer the advertising structure of competitors and research their advertising strategies.

For example, let's take ASIN: B07WRBDXZ8 and examine the weekly advertising data changes.

We can see that this product has a total of 51 advertising campaigns and 105 advertising groups. However, this is just an estimate and only includes SP advertising campaigns. In the case of multi-variant product advertising, each variant is considered a group. So, in reality, there might be 51 advertising campaigns and 51 advertising groups, but each group could have close to three variants.

Next, we examine the keywords in these advertising groups. Taking the first advertising group as an example:

We can see that this advertising group is running with 42 keywords, all of which are highly relevant to the product being sold. From this, we can deduce that this advertising group likely belongs to either phrase match or exact match in manual advertising, or exact match in automatic advertising.

Digging deeper, we can see that these keywords are mostly derived from the keyword "apple watch," which narrows it down to phrase match.

Continuing the analysis, we find that the same ASIN appears under the same advertising campaign with different keywords:

Observing the front end, we can see that this is a multi-variant product, indicating that different keywords are running under the same advertising campaign.

We can also check the weekly advertising data and find some keywords that remain consistent:

By comparing the data, we can see that the keyword "watch screen protector 44mm" consistently appears every week, with good search volume and supply-demand ratio. This makes it a suitable candidate for advertising testing.

Practical Case - Analyzing Competitive Advertising Structures Using SellerSprite

Continuing from the previous product, let's organize the data to understand its overall advertising approach (partially analyzed).

Based on the primary keywords that competitors are targeting, we can indirectly infer the main keywords and key phrases for our own product. This information can be leveraged to enhance our product promotion efforts.

In conclusion, SellerSprite is a powerful tool for dissecting your competitors' advertising strategies. By understanding the advertising types they employ and diving deep into their performance metrics and creatives, you can gain a competitive edge and optimize your own advertising efforts. So, don't wait – start unraveling your competitors' secrets with SellerSprite today and watch your business thrive in the digital arena.

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