Amazon Advertising allows you as a seller to increase brand awareness and increase product sales with a suite of Amazon Ads sponsored campaign type offerings including Sponsored Products, Sponsored Brands, and Sponsored Display advertising. Each campaign type lets you target Amazon customers at different stages of their shopping journey from consideration to purchase. Gone are the days where you can just add your listings to Amazon and sales will follow. The Amazon store is too competitive and it is imperative that you get your product in front of the right Amazon customers. Whether your strategy on Amazon is brand awareness through impression based ads or sales conversion, you are able to build campaigns that help you achieve those goals. In this post we will dig into Sponsored Products, Sponsored Brands, and Sponsored Display advertising.
Sponsored Products
Sponsored Products are cost-per-click (CPC) ads that promote individual listings on the Amazon search results page and on product detail pages. These ads promote products to shoppers actively searching with related keywords or viewing similar products on Amazon. They allow sellers to target specific keywords related to their products and deliver ads to shoppers searching for those keywords. These ads are labeled as “Sponsored” and they appear at the top, bottom, or within the search results. Ads delivered at the top of the search results page are displayed before the organic search results.
To create a Sponsored Products campaign, a seller must first choose which product to promote, select relevant keywords to target, set a budget, and establish bid amounts for each keyword. The bids determine how much the seller is willing to pay each time a customer clicks on their ad. Once the campaign is live, Amazon's advertising platform will automatically display the ads to customers who search for the selected keywords. The seller is charged only when a customer clicks on the ad, and the amount charged is equal to the bid amount for that keyword.
Amazon Sponsored Products campaigns offer several advantages to sellers and are typically best suited for sales goals rather than impression-based goals. This is because their primary goal is to drive traffic to a seller's product page and increase sales. Sponsored Products ads provide increased visibility and exposure for products, which can lead to more sales. They also offer a cost-effective way to advertise, since sellers only pay when someone clicks on their ad. Additionally, Sponsored Products campaigns offer a range of targeting options, such as manual keywords, automatic keywords, and specific product, category, or brand targeting allowing sellers to reach specific audiences and maximize their advertising ROI.
Sponsored Brands
Sponsored Brands are cost-per-click (CPC) ads that promote an individual listing, a collection of products, or a seller's Amazon storefront. These ads are labeled as “Sponsored” and can be displayed on top of, alongside, or within the search results page. They can include a customized headline, a brand logo, product images, or videos. When a customer clicks on the ad, they are directed to a product listing, the seller’s Amazon storefront, or a custom landing page that features the products included in the ad. There are 3 types of Amazon Sponsored Brands ad formats:
Sponsored Brands: Product Collection
These ads showcase multiple products from the same brand and allow customers to browse and shop from a selection of products within a single ad. These ads can feature up to three products and are designed to promote product discovery and encourage customers to shop across a brand's product catalog.
Sponsored Brands: Store Spotlight
These ads highlight a brand's storefront or drive traffic to a custom landing page within Amazon, showcasing a curated selection of products and brand messaging. Store Spotlight Ads are designed to promote a brand's unique value proposition and help customers discover and engage with a brand's full catalog of products.
Sponsored Brands Video
These ads allow brands to showcase their products and brand messaging through engaging video content.
Sponsored Brands campaigns are highly visible and can drive significant traffic and sales to a brand's products. By showcasing their brand and products to highly targeted audiences, brand owners can reach new customers and grow their business on the world's largest online marketplace. These ads promote brand messaging and unique value propositions to increase brand awareness and visibility.
Sponsored Display
Sponsored Display ads allow advertisers to promote their products and brand messaging to relevant audiences both on and off Amazon, through a variety of ad formats and targeting options. They can appear on product detail pages, customer review pages, and in various other placements on the Amazon website. They can also appear on other websites and mobile apps outside of Amazon. These ads provide a way to reach relevant audiences which increases brand exposure and drives traffic to product listings.
Amazon displays these ads to different audiences depending on the metric you’d like to optimize for. There are 3 bid optimization strategies for Sponsored Display campaigns:
Sponsored Display - Optimize for Viewable Impressions
This bid strategy focuses on maximizing the number of impressions by prioritizing placements with a higher likelihood of being seen by shoppers. This option uses a cost per 1000 viewable impressions (vCPM) model, where you pay per 1000 impressions that shoppers viewed instead of per click.
Sponsored Display Optimize for Page Visits
Page visit bid optimization focuses on driving traffic to product detail pages by optimizing ad placements that are more likely to result in clicks and page visits. This option uses a CPC cost type.
Sponsored Display Optimize for Conversions
Optimize for conversion focuses on maximizing the number of conversions by optimizing ad placements to show your ad to shoppers more likely to purchase your product. This option uses a CPC cost type.
Sponsored Display ad campaigns can be effective for both sales goals and impression-based goals, depending on the specific objectives of the campaign. If the goal is to drive sales and revenue, optimizing for conversions may be the most effective strategy. This can help increase visibility and drive traffic to product listings, which can result in increased sales. On the other hand, if the goal of the campaign is to increase brand awareness and visibility, optimizing for viewable impressions may be more effective. This can help increase the reach of a brand's messaging and generate awareness among relevant audiences. Ultimately, the best approach will depend on the specific goals of the advertising campaign.
Frequently Asked Questions for Amazon Advertising Sponsored Campaign Ad Types
What is Amazon Ads?
Amazon Ads is the suite of Advertising tools offered by Amazon.
How much does it cost to advertise on Amazon?
Amazon Advertising is advertiser driven meaning you decide how much you want to spend on Advertising.
How do I advertise on Amazon and what are the requirements?
You can advertise on Amazon by following Amazon’s advertising eligibility requirements which state: you must have an active professional or vendor account and you need to have products in one or more of the eligible categories. Your products must also be eligible to win the Buy Box or featured offer. When winning the buy box, you are the featured offer that is displayed with “Add to Cart” or “Buy Now” on the product listing. It’s important to note that multiple sellers can offer the same product on the Amazon website. You may not be the only seller who is considered eligible for winning the Buy Box or featured offer.
What are Sponsored Products?
Sponsored Products is an Amazon Ads campaign type which are cost-per-click (CPC) ads that promote individual listings on the Amazon search results page and on product detail pages in order to help increase product listing sales.
What are Sponsored Brands?
Sponsored Brands is an Amazon Ads campaign ad type that are cost-per-click (CPC) that promote an individual listing, a collection of products, or a seller's Amazon storefront. They help drive impressions and brand awareness
What are Sponsored Display Ads?
Sponsored Display ads is an Amazon Advertising campaign type that allow advertisers to promote their products and brand messaging to relevant audiences both on and off Amazon, through a variety of ad formats and targeting options.
How can I sell more on Amazon?
You can sell more on Amazon by using Amazon Ads campaigns including sponsored products, sponsored brands, and sponsored display can help you sell more on Amazon by paying for advertising placement for Amazon customers to see your product.
What is the best way to advertise on Amazon?
The best way to advertise on Amazon is to utilize a mix of Sponsored Products, Sponsored Brands, and Sponsored Display in a way to meet your advertising goals of brand awareness and sales.
Does Goat Consulting help with Amazon Ads?
Yes! We are an Amazon Ads verified partner and have achieved this partner status after demonstrating both a high level of proficiency through Amazon training certification and self-service advertising campaigns offered by Amazon Ads on behalf of our clients.
Conclusion
Amazon offers three different types of advertising campaign types for businesses to promote their products and increase sales. Sponsored Products, Sponsored Brands, and Sponsored Display ads allow advertisers to target audiences effectively and drive traffic to their listings. They help you increase your visibility on Amazon, which is crucial given the number of sellers and competition in the marketplace. Using a combination of all campaign types will help you get the most out of Amazon ads. Without advertising campaigns, your products may have a harder time standing out among the millions of products available. Goat Consulting is an Amazon Ads Verified Partner, and if you would like Goat Consulting to help create and implement a uniform strategy around Amazon advertising, reach out using the contact us form below.