You’ve probably cooked up a targeting strategy with the sponsored brand ad and sponsored products above. Notwithstanding, hold off on that thought till you see all that Amazon offers in its advertising coffers to target shoppers.
Amazon stores are essential in PPC campaigns to increase brand awareness. It creates a digital store, just like a physical building. Also, this multipage experience lets you finetune product detail pages while crafting your brand awareness.
You must belong to the Amazon Brand Registry to get a store for your business. This digital marketing technique improves dwell time to 83% with 32% higher sales per visitor. That, of course, means a higher conversion rate for your business.
Besides using your brand URL for ad campaigns, here is what you can do with your store:
You can track the number of visitors, sales, page views, and traffic. That will help you understand your customers and create ad campaigns that resonate with them.
The key is building the right store to promote brand awareness. Place your logo conspicuously on the product detail pages for good shopper impressions. Alternatively, you can outsource the storefront creation to a professional designer.
Amazon supports videos, texts, and images in stores to promote your products. Once complete, you can submit it for review and approval.
Sponsored display ads on third party websites and sponsored products are great, but interactive images go even further. Amazon Stores allows sellers to create shoppable images where shoppers can interact with the products. For example, I can click a portion of the image to see details about that section.
It’s like product detail pages brought into one image. That way, shoppers can learn about the product without leaving the page. This approach could improve the conversion rate by providing a quick addition to the shopping cart.
This feature is available to sellers on the Amazon brand registry. You don’t need to advertise on Amazon to boost your PPC ads before creating a store.
About 68.2% of users with smart speakers use Amazon Echo (with Alexa), providing yet another advertising opportunity. Audio ads may not have the visuals of a sponsored display ad on third party websites or sponsored products, but they are adequate for brand awareness.
The dynamics are different from Amazon PPC ads. Instead of visuals, we have 10 to 30-second audio advertisements that play during breaks. Users will learn about your products during their morning routines or kitchen time.
Here are the capabilities you’ll get with this marketing technique:
These platforms already have the trust of their listeners. Hence, pitching your brand on them will likely get more reactions than sponsored display ads on some random website.
Amazon Music's ad-supported tier is a growing channel that presents several opportunities. However, you need a suitable audio ad to connect with the listeners. Remember, they cannot see your products and relate to them.
Do it right, and you will have a powerful technique to add to your Amazon PPC advertising. You can create an ad group with a sponsored display campaign and see how it performs.
Audio ads have an advantage over sponsored display ads. You don’t have to worry about keyword research or Google AdWords. There is nothing like search results to enable keyword targeting, which can be tedious.
The advertising cost might be higher than a straight cost per click CPC model. Still, it gives you a select, more interested audience than a typical Amazon PPC ad.
The Amazon Prime streaming service is an entertaining platform, although there is debate over whether it is worth the $139 cost. Our concern is not with that but with the opportunity it provides for ad placements.
Your sponsored products can appear on videos during streaming. Amazon provides quality streaming platforms with a large customer base for your sponsored products. However, you must keep the video ads at high quality.
This service offers two ad placements:
Getting your sponsored products on suitable TV shows and movies is like having relevant keywords for your sponsored display PPC ads. However, there are no automatic campaigns like in sponsored products.
Streaming services and sites available for online video ads include the following:
With sponsored products, you have minimal effort to create the Amazon PPC ad campaign. Conversely, videos take time and creativity. You don’t want a user to stream high-quality content only to stumble on a mediocre video ad.
Hence, you must craft your video ads to the highest quality. Everything, from the aspect ratio to the transitions and words, must align to create a compelling effect. This is not TikTok, where anyone with a camera can create content.
The marketing funnel has different stages, and you start capturing shoppers with brand awareness. Keep them coming back long enough, and you can hit an excellent conversion rate.
Amazon’s custom advertising solutions link the Brand Innovation Lab with brands to create campaigns for different funnel stages. It could be an Amazon PPC campaign for sponsored products or something else for brand growth. Think of it as Amazon’s in-house solution.
This solution is ideal if you want to advertise on Amazon only. If not, a third-party service provider can offer you a broader paid-advertising plan on multiple platforms.
The latter is a more prudent choice to invest in instead of limiting your reach. You can keep up with the automatic campaigns on sponsored products in Google AdWords with sponsored display PPC ads. Search engine optimization can also help your ads rank for relevant keywords.
Amazon takes its advertising beyond primary keyword targeting to the demand-side platform. A typical Amazon PPC campaign involves keyword research and sponsored products on search results. Then, you have product detail pages that reveal more information and provide a call to action for a purchase.
The demand-side platform introduces programmatic advertising, which involves buying and selling digital advertising inventory automatically. This inventory contains ad spaces on a specific website. Furthermore, you can purchase different ad groups via the DSP.
They include video ads, audio ads, and sponsored display ads. This service is available to non-Amazon sellers. Hence, you can push your sponsored products to the right audience without selling on the platform.
The ad creation is up to you. Amazon DSP allows the use of custom advertisements or Amazon creative options, which include:
Amazon DSP offers several advantages over a simple sponsored display PPC ad. You will get the following benefits:
Pick a targeting type: Beginners are better off with automatic targeting for their sponsored products. Amazon will match your ads with the search queries. However, you must frequently update your product details to match new customer search trends.
Suppose you have your Amazon product listing ready and are about to start your cost per click CPC or PPC ad. Getting your PPC campaigns off the ground is pretty straightforward, whether you want sponsored products or brand awareness. We will cover the steps for creating an Amazon PPC campaign for sponsored products.
They include the following:
Amazon relies on your product details for automatic targeting. Hence, you must conduct keyword research and update the information for better exact keyword match types.
Once a campaign is ongoing or over, the next step is measuring performance. You can do it mid-campaign if you have an ad group. That will help you pick out non-performing ads.
Advertising reports are available for manual and automatic targeting. You can quickly tell if the keyword match types were effective.
Here are the reports Amazon provides for sponsored products:
These reports provide a framework to expand your advertising or double down on effective campaigns. It gives insights into the audience's behavior, including search terms and purchases.
Lightning deals and coupons are not mainstream advertising options, but they can get you visibility. Shoppers generally love getting good deals on products. Hence, they will likely first view products with coupon codes and those in the lightning deals section.
Lightning deals are primarily meant for Prime Day, but Amazon runs them all year round. The good thing about them is that you don't need rigorous keyword targeting to get them out. View competitor deals and set your prices.
Coupons could lead to losses if managed poorly. You must pay rapt attention to reports when you run sales with coupon codes. Try two or three percentages to see which offers better returns.
You can push sponsored products with coupon codes or discounts. The first step is getting views; then conversions can come. Amazon advertising is there to help you land more sales, but beware of fees.
Interested in Amazon advertising services? Contact our team at Bluetuskr, an e-commerce marketing agency.