Here's an overview of the different ad types and formats available on Amazon Ecommerce Advertising.
1. Sponsored Product PPC Ads
Sponsored products ads are Amazon's most popular ad type. They appear in search results product pages and category pages. These ads look just like regular product listings except they feature a 'Sponsored' label. Because they don't require any ad creatives these campaigns are very easy to set up.
2. Amazon Sponsored Brand Ads
Like sponsored products these are PPC keyword-targeted ads. But they are better for building brand awareness and are only available to members of the Amazon Brand Registry. These banner-style ads appear throughout Amazon's search results and can feature up to three products as well as your logo. They can direct shoppers to product pages or your Amazon Storefront.
3. Amazon Product Display ads
Product display ads look just like sponsored product ads but they are specifically designed to encourage upselling and cross-selling. That's why they appear on product pages review pages and at the bottom of search results. These ads provide shopper's with alternative product options and purchase inspiration. They also appear as recommendations in Amazon emails.
4. Amazon Sponsored Display Ads
Display ads are bespoke eye-catching ads that can appear on Amazon's home page and product pages as well as third-party sites and apps in the Amazon ad network. Similar to Google's display ads they allow brands to reach shoppers at various stages in the consumer journey. However bidding isn't keyword based. Instead Amazon uses contextual targeting to help advertisers reach relevant audiences.
Ads can be purchased on a PPC or CPM basis. Brands can also use the Amazon DSP to buy display ads at scale.
5. Amazon Video Ads
You can push out shoppable videos on Amazon-owned sites devices and apps across the web. Think IMDb TV Amazon Prime Video Fire TV and Twitch. These ads use a PPC payment model.
6. Amazon Audio Ads
Most consumers now own a smart speaker and Amazon's 10-30 second audio ads allow brands to reach them during their screen-free moments.
However this Amazon marketing option doesn't offer PPC bidding. Instead ads are sold on a CPM basis and brands must commit to a hefty minimum spend too. Right now audio ads are only available in the US the UK Italy and Germany.
How to get started with The Amazon Ad Platform
To get started you just need to sign into your Amazon seller account. Alternatively you can register for an ads account instead.
From here your journey will vary hugely depending on your resources and your preferred ad types. However here are some simple first steps to help you get started.
Set your Advertising goals
Whether you want to boost sales or increase brand visibility you'll find an Amazon advertising product that aligns with your objectives.
Choose your Amazon Ad Types
Once you know your goals choosing an ad type is simple. In fact Amazon highlights which ads work for different objectives. Video display and audio ads are best for growing brand awareness for example. Sponsored product ads are ideal for boosting sales short-term while sponsored brand ads can help accomplish both.
Perfect your Ad Creatives
From here your strategy will differ depending on your chosen campaign type. However brands can control the content they present to shoppers in each case.
Brands using sponsored product ads brand ads and product display ads should invest time in perfecting their product pages as these strongly affect conversion rates. They can also use a Digital Shelf tool to ensure the content pricing and rating of each listing is competitive.
On the other hand video and display ads require engaging ad graphics and landing page designs. For best results it's a good idea to A/B test each design variable.
How to optimize your Amazon Ads
Using a combination of Amazon and third-party tools brands can take their advertising campaigns to the next level. Here are three ways to do this:
1. Take advantage of Amazon's new Ad reporting tools
Recently Amazon Advertising has introduced new tools to complement its standard reports.
The Amazon Marketing Cloud allows marketers to combine their in-house and Amazon Advertising insights to create custom reports and access more in-depth information.
Amazon Attribution can also be used to track off-Amazon marketing methods. By using both of these tools marketers are sure to optimize their campaigns.
2. Analyze basket level data
By using a Where to Buy solution brands can understand what their visitors buy on Amazon and other retailer sites. It highlights complementary products that shoppers tend to buy alongside yours as well as competitor products that they buy instead.
With this knowledge brands can improve their keyword strategies and Amazon product display targeting. It can also help you decide which group of products should feature in sponsored brand ads video ads and display ads.
3. Optimize content with Amazon Brand-exclusive Software Tools
Brand owners on Amazon have access to extra tools which can improve their campaigns.