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Amazon
Amazon has completely changed the way of shopping and its plunge into digital advertising has fueled the retail giant’s expansion into the digital marketing world. While Facebook and Google can only infer buying decisions, Amazon has loads of customers who are all set to make a purchase. So, advertising on Amazon is a more effective way to market your products than any other platform. Most of the advertisers are aware of the Amazon Sponsored Product Ads, but many other options allow them to advertise off Amazon as well.
What is Amazon Advertising?
Amazon is mainly considered to be an e-commerce platform where merchants sell their products, but it also allows the advertiser to promote their products on its website. The ads can appear within product searches, on the top of the search result page, as suggested products or on the product page itself. There are various types of advertising options available on Amazon, which are mentioned below in detail.
Types of Amazon Ads:
Amazon Sponsored Products:
Amazon Sponsored Product Ads allow Amazon vendors and sellers to advertise their products alongside the search results, providing an instant visibility boost. Ads appear directly in the organic results or sometimes above the organic results and that’s what exactly makes them worth investing. They are keywords based pay-per-click ads, so sellers can control spending, set the budget, and choose how many bids to set on each keyword.
How to get started?
1. Choose the products you want to advertise
2. Set the bids and budgets
3. Select the relevant keywords, product categories, and products you want to target
Benefits:
Boosts visibility: Allows you to promote your product on Page 1 of search results
Target the qualified audience who are ready to make a purchase, so sponsored ads are more plausible than any other ads
Control costs: Monitor the performance and return on investment as well as optimize the campaigns by adjusting the bids and budget
No guesswork: Keyword-based targeting makes sure your products are reaching the right audience
Pay only when someone clicks on your ad: No cost for impressions
Amazon Sponsored Brands:
Sponsored brands are keyword driven, pay-per-click ads that stretch across the top of the search result page, making them more impactful than other paid promotions. They are exclusively for professional sellers who have enrolled in the Brand Registry, vendors, book vendors, and agencies. Ads display a brand logo, a custom headline, and up to three products. Sellers can choose the landing page and the products they want to advertise. When shoppers click on the brand logo, they are redirected to a store or a custom landing page and when they click on the product, they are redirected to the product page.
Benefits:
Create stand out display for your products
Generate awareness for your brand and product portfolio
Grouping similar products can increase sales of multiple products
Customized message allows shoppers to perceive your brand the way you want them to see
Allows sellers to market their store
Pay only when your ad receives clicks
Amazon Stores:
Amazon Stores is a valuable marketing asset that provides shoppers with a multi-page, website-like shopping experience without the hassle of writing a single line of code. It consists of customizable layouts, HD videos, and visually appealing imagery which will create a curated display of your product catalog. The free initiative allows merchants to showcase their unique brand story and vast product line. Sellers will get a unique and easy-to-remember web address to drive shoppers to their stores.
Benefits:
Highlights your top-selling, popular, new arrivals and on-discount products
Showcasing your products in one place helps customers easily find other things you sell
Works as a micro website where you can add videos, image galleries, slideshows and so much more
Can also be used as a click destination for Sponsored Brand Ads
Helps differentiate original brands from counterfeit
Costs nothing
Amazon Display Ads:
Display ads use customizable creative and actionable insights to reach the relevant audience on Amazon owned and operated sites, apps, devices as well as third-party sites. Advertisers can choose to manage the campaign themselves through Amazon DSP or work with Amazon’s team of experts.
Not just Amazon platform, but display ads can appear on many other involved sites like:
Amazon-owned and operated
The Amazon network
Amazon devices
Benefits:
Advertise your products on and off Amazon, apps, on mobile, desktop, and a range of other Amazon devices
Available in a variety of formats. Use your creativity and create ads that compel the customers to take action
Shoppers can be redirected to a product page, a store, a custom landing page or an external website
Use Amazon insights and market your products to the right audience
Can be used whether or not you are selling on Amazon
Amazon Video Ads:
Video campaigns carry your brand message along with high-quality media content in brand safe environments on Amazon, IMDB, Amazon Echo, devices like Fire TV, and across the web. It empowers sellers to tell stories and build an emotional connection with their ideal audience. Advertisers can buy video ads even if they do not sell on Amazon.
Benefits:
Pair video with display ads to increase its effectiveness and impact
Advertise in trusted environments like Amazon sites and devices
Showcase your brand assets or demo your products and services
Helps advertisers to reach the relevant audience
Amazon Custom Ads:
The innovative tailor-made experiences of Custom Ads enable advertisers to capture customer attention. Businesses with products or brands can use custom ads whether or not they are selling on Amazon. The custom program requires working with an ad consultant; they will partner with advertisers and craft advertising programs that meet their needs. Advertisers should be prepared to spend in 10s if not in 100s of thousands.
Benefits:
Engages customers wherever they are
Delight customers with new experiences like live events and digital placements
Amazon consultants will craft a program that is tailored just for your business
Amazon DSP:
Amazon’s Demand-Side-Platform enables advertisers to reach Amazon's audience on 3rd party sites and apps through various ad formats.
Ads can appear in any of the following forms:
Desktop display ads
Mobile banner ads
Image and text ads
In-stream video ads
DSP campaigns can help effectively build brand and product awareness. It is more suited to businesses that understand the importance of brand advertising and are already running display ads on other advertising platforms. If a company intends to get a direct impact on sales, DSP might not be the most effective platform to invest its marketing dollars.
Benefits:
Access to exclusive Amazon audience to reach the right audience on and off Amazon
Allows advertisers to programmatically buy display and video ads
Builds brand affinity and accelerates brand awareness
Amazon is another platform for companies to acquire new customers and with so many advertising options available, it is an effective way to increase the visibility of the product as well as build brand awareness.
Are you planning to hire an Amazon SEO consultant for your Amazon business advertisement? Contact us. Our tried and tested Amazon advertising strategies will make sure you get the most return on investment for every dollar spent.