There are ample Amazon advertising types that help you find, attract, engage, and retain your customers at every part of your sales journey. These include self-service solutions and managed services on and off Amazon.
Let’s break them down further.
1. Amazon PPC
Amazon Pay-Per-Click (PPC) solutions are offered to advertisers, agencies, and self-service portals on Amazon. Under Amazon PPC ad types, we have:
a. Amazon Sponsored Products
Sponsored products are similar to Google ads. You can choose the products you want to advertise, add relevant keywords or product attributes to target with a CPC (Cost-Per-Click) amount. Your ad is eligible to display when shoppers search for one or more of the keywords or products that you’re targeting.
Why do you need Amazon Sponsored Products?
You can use Sponsored products to:
Increase sales momentum for newly launched products.
Secure top-position in the search results for specific keywords.
Capture your competitors’ customer base.
An increase in sales will improve your organic ranking of the products. Higher search visibility of your products will further increase your conversions, clicks, and impressions. This creates a flywheel effect in which your PPC sales strengthen your organic product ranking, which in turn, boosts your product sales.
b. Amazon Sponsored Brands
Promoting your products on Amazon is essential. However, creating brand awareness is a great deal too. This is where Sponsored Brand ads come into the picture.
Sponsored Brand ads will help you showcase your brand personality. Previously known as Headline ads, they appear as a banner ad on the top, left, and below the search results page.
You can redirect these ads to your Amazon store or a customized landing page. These ads include a headline, logo, and up to three featured products linked to their listings.
Benefits of Amazon Sponsored Brands
One of the unique advantages of using Amazon brand ads is that you have a great degree of control over the appearance of an ad.
Create trust and authority among existing and prospective customers.
Offer a unique shopping experience to your customers.
Can be used to target the loyal customer base of your competitor’s in the search results which consists of their brand name.
Note: You need to have an active professional seller account under the Amazon brand registry or a vendor central account to use Amazon Sponsored Brands.
c. Amazon Sponsored Display Ads
Sponsored Display is a self-service platform used to target relevant customers on and off Amazon. Sponsored display ads increase your campaign efficiency, and they are extremely useful for both sellers and vendors.
If you are eager to improve your brand awareness on Amazon, check out this video. Ankitha Nagaraj from our Customer Success team gives you 6 easy steps to engage your customers using Amazon advertising solutions.
Advantages of Amazon Sponsored Display
They help you promote your products with auto-generated campaigns. These campaigns are optimized for maximum conversions.
Retargeting is made easy with Sponsored Display ads. While you can achieve this with Amazon DSP, the process is easier and faster with Sponsored display ads.
With Sponsored display campaigns, you can easily access your display inventory without strict regulations of Amazon DSP.
2. Amazon DSP
Amazon DSP (demand-side platform) is used to buy video, audio, and display ads across the internet. Instead of purchasing an ad placement, you can use Amazon’s data intelligence to reach your audience outside of Amazon using Amazon DSP.
You can purchase a variety of display, video, and audio (beta) ads and provide powerful experiences, and services to your shoppers.
a. Video Ads
Amazon OTT (over-the-top) and out-stream ads allow you to target customers with a video on Amazon’s websites, mobile apps, the Fire tablet wake screen, and. They offer alluring branding experiences to customers allowing brands to tell their stories in a more captivating way.
Why do you need Amazon video ads?
Video ads are positioned for success as they become more reliable for advertisers to feature multi-language ads and content on Amazon.
They also have high conversion rates if they succeed to capture the right audience.
Understanding the ads’ performance can be challenging in traditional marketing. So use Amazon video ads to gain insights into customer interests.
Share your brand message with your customers where they are willing to consume content.
The best part? Brands can track their performance and gather insights into their converting customers.
b. Custom Ads
Finally, Amazon customized ads consist of a comprehensive Amazon advertising service. Custom ads can include any and all the ad formats available on Amazon.
Brands can use this holistic approach as part of their full-funnel strategy that can be incorporated into their Amazon business.
c. Amazon Audio Ads (Beta)
Amazon audio ads help brands to target niche audiences during screen-free moments. This is Amazon’s first move towards paid product placements within the Alexa voice-activated ecosystem.
Brands can’t choose the songs accompanying their ads. There aren’t any targeting options available as of now.
3. Amazon Additional Advertising Solutions
a. Lockscreen Ads
Lockscreen ads belong to the cost-per-click (CPC) model available to KDP (Kindle Direct Publishing) authors and book vendors to promote ebooks directly to the customers. You can engage your readers with interest-targeted ads (by genre) while they are on Fire Tablets and Kindle.
With Amazon Lockscreen ads, you can:
Set your own bids and budgets. You’ll only pay when customers click on your ad.
Reach potential shoppers interested in e-books like yours.
Use custom text to give a peek into your e-book and win higher sales.
b. Amazon Attribution to evaluate your performance
Though not an advertising solution, Amazon Attribution is an analytics platform, which enables brands to evaluate key metrics across multiple channels. With Amazon Attribution, you can track the impact of paid ads, social media, and email campaigns. This is currently available for brand-registered professional sellers, vendors, and agencies across the US, and the UK marketplaces.
Advertising Next Steps
Each of the aforementioned solutions is effective at different levels of your sales funnel. However, they have certain challenges that SellerApp can solve.
Use Effective Ad Copy
Customers want easily digestible information, so you need to optimize your listings in a way to capture your audience. On the other hand, you need to rank high for Amazon SEO to generate more sales. Therefore, craft a perfect listing for your customers as well as for Amazon SEO.
If increasing your campaign effectiveness is one of your primary goals, SellerApp PPC Analyzer will help you in different ways. With this feature, you can find new keyword opportunities and capitalize on the results. Also, take control over your ad spend by setting up target ACoS for each keyword within your campaign. This way, you can automate your campaign management process around new targets.
Amazon is not only expanding the campaign types, but also the beta options available within the campaigns. You may find it hard to keep up with the changes, but you need to understand all your options. This is essential to build a robust Amazon advertising strategy.
Customer success leader with expertise in coordinating between cross-functional teams in product development and strategy, professional services, sales, marketing and content to deliver excellent customer experience and accelerate growth within the company by ensuring clients’ success.