A large portion of online sales happen on Amazon, so it’s no surprise that many businesses want to have their products up for sale on the site. But with so many products on Amazon, how can you make sure that your products are seen by users? The answer is Amazon Advertising. Amazon Advertising is an umbrella name for all of Amazon’s advertising services. Advertisers use Amazon to increase sales, branding and customer loyalty. Let’s go over what Amazon Advertising is, and some important information that you’ll need to get started.
What is Amazon Advertising?
Amazon helps users find what they are looking for with a search engine. Someone will search something, and the platform will then show a SERP, “Search Engine Results Page”. Similar to Google & Youtube, the Amazon SERP has organic results and sponsored results. These sponsored results are products that are being boosted with Amazon Advertising. Using Amazon Advertising you can ensure that your products show up in relevant search results for a small cost per click on the ad.
Ad Formats
There are plenty of options when it comes to the types of ads that are available to sellers, but there are three main categories:
- Sponsored Products
- Sponsored Brand
- Sponsored Display
Sponsored Products
These ads are identical to the normal product results that you typically see on Amazon. They showcase a specific product and link to the product page just as an organic result does.
Sponsored Brand
Target keywords relevant to your business and show an ad that links to your website or Amazon Store. These ads show multiple products and are more geared towards your overall product line rather than a specific product.
Sponsored Display
These are ads that appear both on Amazon and other Amazon-owned sites. They arranged automatically based on the placement, but these typically include:
- The brand logo & tagline
- A product image
- Product name
- Rating
- Amazon Prime availability
Why should you use Amazon Advertising?
The main benefit is that you get your products showing up where your customers are searching. With Amazon being the go-to site for almost any product nowadays, making sure your products have a presence on Amazon is great for sales. You also get access to tons of tools and data that help you develop and improve your marketing strategy constantly. You can learn what your top products are, see what your customers’ preferences are, and target specific audiences. It could also help more users find you organically as well. The increased traffic, sales, and reviews that result from advertising will boost the ranking of your product and you will be more likely to show up over time.
Tips & Tricks
Now that you are somewhat familiar with what Amazon Advertising is, what are some of the things you can do to create a good strategy?
- Use multiple ad types to increase visibility and capture more relevant users
- Set an objective like impressions, clicks, sales, return on investment, etc. for the ads when creating them
- Carefully decide which products to advertise. Make sure they are competitively priced and available for purchase.
- Make sure you have detailed and visually appealing product pages.
- Take advantage of Amazon Advertising’s targeting tools to show your products with closely related products
- Manage your Keywords & Negative Keywords on a regular basis to make sure that you are capturing legitimate buyers and avoiding unwanted clicks.
If you don’t have the time or resources to do your own Amazon Ads, outsourcing is a great option. Local View can provide assistance and consulting with regards to Amazon Ads, or completely manage your campaigns without you lifting a finger. Schedule a Free Consultation with us for more information.
Now you are ready to get started with Amazon Advertising. There is way more to the platform than what we covered here, but this information should set you on the path towards winning campaigns. Amazon also offers a ton of helpful learning resources within the platform in case you get stuck along the way. Happy advertising!
