Are you aware of everything Amazon advertising has to offer? On the surface, it seems like their advertising pushes products. But when used right, Amazon lets you share your brand’s story and connect on a deeper, more personal level with your customers.
Consider this your guide for how to use Amazon advertising and use it well. We’ll go over all the tools you have at your disposal when advertising with Amazon
Amazon Advertising Options
Are you aware of how many different options you have when it comes to Amazon advertising? It’s important you familiarize yourself with each type of ad available so you can determine what’s best for your business.
Sponsored Products Ads
You can launch your products to the top of relevant search results with sponsored product ads. This helps your potential customers discover your products when they are already in the market for them. Plus, getting your product to the top of search results pages will undoubtedly increase brand awareness.
Most newcomers to the Amazon advertising landscape will use this ad format because of how easy it is to use—the ad is automatically generated and your audience is automatically targeted. As long as you know what keywords to bid on, you’ll be set.
Sponsored Display Ads
Amazon’s sponsored display ads help you both on and off of Amazon. These ads are automatically generated from your chosen product listings and will appear on any website your customers visit, whether or not the site is owned by Amazon.
This is a great tool for retargeting strategies—Amazon uses a person’s shopping and search history to target them with relevant ads. So if you sell campings tents, and a shopper recently searched tents or has even bought camping gear in the past, they may see your ads.
Sponsored Brands
Sponsored brands could be considered as a step up from headline search ads. These ads appear in the same spot as headline search ads, just above the search results page. But instead of listing a single product, customers will see your logo align with relevant shopping results.
Sponsored brands do a better job at building brand awareness since your logo is front and center next to your products. Plus, these ads link customers to your branded Amazon landing page, which further solidifies your branding.
Audio Ads
Audio ads stand apart from other forms of Amazon advertising because they’re not on a screen. Instead, these ads may appear on Alexa devices or Amazon Music
These ads complement any on-screen advertising strategies you use, whether that be banner ads, displays on Echo Show devices, Fire TV commercials, or any Amazon-related desktop or mobile app.
OTT Video Ads
Your customers aren’t consuming video advertising like they used to. What they once saw on a single TV, people now see during the ad breaks of videos and shows on streaming channels, computers, and tablets. But with over-the-top (OTT) video ads, you can broadcast your message to customers wherever they are watching Amazon-owned content.
With OTT video and Amazon’s customer insights and tools, you can reach millions of potential buyers whose shopping behavior matches with your product offerings.
Amazon DSP Advertising
Amazon’s demand-side platform (DSP) lets you programmatically buy ad space both on and off of Amazon. This helps you reach audiences across the web while having access to Amazon’s user behavior data. That data allows you to target customers who are already interested in your product or services.
Amazon DSP lets you place display, video, and audio ads that can be seen on social media platforms, Amazon websites, non-Amazon websites, and other forms of digital media. DSP helps you accentuate the effectiveness of the sponsored display ads mentioned earlier by letting you fine-tune your targeting strategies.
Unlike the other tools mentioned on this list, Amazon DSP requires a level of expertise to operate, which usually comes in the form of an account manager. You can either go through Amazon to manage your DSP, or you can find an agency that specializes in Amazon DSP.
This tool also gives you much greater control over your ad spending. When working with an agency like Buy Box Experts, they will optimize your spending to target more people with less money.
Headline Search Ads
Headline search ads are the simple banner ads that appear above the results listing. This is an easy way to get your product or brand to the eyes of your customers. These ads are designed to lead customers to your branded landing page when they click.
You will use keywords to target these ads, as they will appear on search result pages that relate to your product.
Sponsored Brands
Sponsored brands could be considered as a step up from headline search ads. These ads appear in the same spot as headline search ads, just above the search results. But instead of listing a single product, customers will see your logo align with relevant shopping results to their search queries.
Sponsored brands do a better job at building brand awareness since your logo is front and center next to your products. Plus, these ads link customers to your branded Amazon landing page, which further solidifies your branding.
Amazon Live
Amazon Live is designed to help you entertain, inform, and educate your customers with live video. In these videos, you can share news about exciting deals and promotions, answer customer questions, and showcase your product in action. It’s an excellent way to improve your relationship with your customers by simulating a face-to-face experience.
These videos appear prominently on the top of your product pages or the pages of related products.
Posts
Today, product promotions aren’t always enough to fully engage your customers. Instead, marketers will try to connect with their leads on a more personal level. Posts try to deliver on that idea, offering a new way to connect with your customers on Amazon shopping platforms.
Posts work almost like a social media feed by featuring unique images and captions. These are specifically curated and designed by you, letting you share your brand story with anyone who scrolls through your feed. Shoppers can click on your Posts to explore your brand’s feed and discover your products along the way.
Amazon Attribution
A good advertising strategy isn’t just about broadcasting a persuasive message—you need to know whether or not your strategies are working. That’s where Amazon Attribution comes in.
This analytics tool gives you insights into the marketing metrics that matter most. This lets you determine how certain advertising strategies impact your on-Amazon sales performance.
Even when discussing PPC campaigns, the most valuable metric for you may not be ACoS, which can be easily manipulated. Using the right performance metrics will help you develop the strategies that work best, thus optimizing your advertising performance.
Start Using Everything Amazon Advertising Has to Offer
Are you ready to make a change for the better in your Amazon advertising approach? Whether you already use all of these tools or are just familiar with a few, Buy Box Experts can help you realize the full potential of your Amazon ads.
Sign up for our free Amazon advertising audit to find out how your business’s account could be bringing in even more customers and revenue.
If you’re one of the estimated 20%–40% of brands who fire their agency annually, you can’t focus on that vision if you have to keep searching for the right support. BBE proudly retained >95% of our clients last year while applying focused dedication to our brand partners. If you’re ready to start over for the last time, contact us and find out why leading brands have partnered with us for so long.
