In the third quarter of 2018, the company rebranded Amazon’s suite of advertising products under a structured portfolio referred to as Amazon Advertising. The rebranding included traditionally-described entities, such as the Amazon Marketing Solutions (AMS), Amazon Advertising Platform (AAP), and Amazon Media Group (AMG). Through these rebranding, advertising on Amazon innovated.
Although Amazon is still consistently enhancing and improving, the advertising suite’s breadth and performance have proven transformative for sellers and brands willing to invest and integrate an advertising plan into the smarter Amazon strategy.
The advertising opportunities offered on Amazon are developed to help you increase exposure, create incremental sales and profits, favorably affect your natural SEO ranking, and drive general development to your business.
Marketers must experiment with each type of advertising on Amazon to see what type yields the greatest return, and then reallocate advertising investment from there to optimize efficiency. Below are the different types of advertising on Amazon.
Sponsored Products Ads are keyword-targeted PPC campaigns that would appear within search engine results. Offered to both first-party and third-party sellers, Sponsored Products Ads generally appear on the Amazon search engine results page. However, they can also appear on item detail pages.
This type of advertising on Amazon can hardly be distinguished from the rest of the search results page surrounding it, aside from the “Sponsored” label found above the listing title. Users can likewise see them boxed off on the right-hand side of the page, but appear as if they naturally belong there, triggering buyers to click.
How do Sponsored Products Ads work?
Since you’ll pick out target keywords, you pay for efficiency with Sponsored Products ads — indicating that you only pay a cost when somebody clicks on the ad. Afterward, the system will then take the shopper to the information page to find your noted ideal.
Due to the reality that the program is keyword-driven, your items will only appear in a shopper’s search engine result if they’re trying to find an item that you provide. As per Amazon, these bottom-of-the-funnel ads can be useful for item presence, new deals, low glimpse views, clearance items, and seasonal promotions.
What campaigns can you create using Sponsored Products?
With Sponsored Products, you can launch automatic and manual projects to provide yourself more chances for advertisement placements. With automatic targeting, an Amazon algorithm automatically gathers and targets extremely appropriate keywords for the products you pick to market. You put quotes on ad groups that contain a grouping of products, rather than keywords.
First-party sellers place bids at the campaign level. Through search terms and related items, such as a listing of “similar items connected to this product” that appear below the fold, automated projects can offer fringe benefits that you might not experience with a manual campaign.
With manual targeting, you can use high-performing search questions for your automatic campaign or pick your keywords. You can tweak your ad spend by selecting broad or exact keywords when bidding. The keyword selection grants more control over which questions will trigger your ads in search results.
With time, a mix of manual and automatic campaigns will best optimize keyword harvesting for your ads and ensure thorough protection of relevant search questions.
Previously referred to as Headline Search Ads, Sponsored Brands are pay-per-click projects that are keyword-targeted. They appear in the prominent positioning above Sponsored Products and natural search engine results.
The ads include a personalized copy, brand logo, and three spaces to showcase private ASINs within the creative. When a shopper clicks on a particular item’s image or a copy within the ad, the system will take them to the detail page. But when they click on the logo, heading copy, or “Shop Now” button, the system will give them an item list in the campaign.
How can you maximize the use of Sponsored Brands?
First-party and third-party sellers who have accomplished the brand registry procedure can likewise use their Amazon Shop as a landing page. Stores enable you to create your site with your top quality URL on Amazon. As a curated location, you can display your brand story, value proposal, and products there.
Given the highly sought-after area of Sponsored Brands, they’re frequently used to drive sales and increase brand exposure. As middle-of-the-funnel ads, they might cause more faithful, repeat purchasers.
Sponsored Brands vs. Sponsored Products
Like Sponsored Products, Sponsored Brands need to have various keywords on all three match types, with bids based upon their expected effect. High-traffic keywords will get higher quotes, while more comprehensive keywords need to be appointed lower quotations. Sponsored Brands enable some personalization of the advertisement, given its popular place. Additionally, by investing time in A/B testing, the creative can yield better performance outcomes.
Product Display Ads
Amazon Product Display Ads, which are readily available to first-party sellers, appear on product detail pages with similar items to those you’re advertising. Essentially, you can advertise your product on your rivals’ pages, which is a substantial benefit.
As lower-funnel ads, they’re targeted by item or interest location and appear right listed below the Buy Box. Product Display Ads are most likely the last advertisement a shopper will see before buying. Because buyers haven’t expressed deliberate interest in the item that’s shown to them, you ought to be more flexible with ROI goals than other advertising campaigns.
Product Display Ads tend to also appear below search results, on customer review pages, and on top of the offer listing page. They may likewise appear in Amazon retailing emails, such as Abandoned Cart, View Follow-Ups, and Recommendations based on customer browsing behavior.
How can I create an effective Product Display Ad?
With customized creativity, you can develop headlines with engaging messaging such as Exclusive or New; you can also include actionable expressions such as Buy Now or Save Now. All claims should appear on the product information page. Keep in mind that Amazon won’t approve claims that can’t be corroborated or opinions like the #1 or Best Seller.
With this type of advertising on Amazon, you can sell the products through relevant and engaging ads on different pages with the same items. With this ad, the product’s visibility would be extended to shoppers under a different category. Furthermore, this type of ad could assist you in using a new customer base.
You can also handpick in-category information pages for your ad placements. You can use product targeting on information pages for competitors, complementary items, or your brand and check various creatives and headings to discover which avenue works best to communicate your value proposition.
The Amazon Advertising suite offers a range of advertisement types designed to assist sellers and brand names in engaging consumers at each phase of their buyer journey, from awareness to conversion and beyond. We anticipate that as a growing number of stakeholders sign up with the platform, Amazon will continue to expand its advertising usage to make it possible for greater competitive differentiation and capable of driving direct exposure to a larger audience. Advertising on Amazon is the best option for companies!