February 19, 2024
US
We are used to seeing sponsored ads when browsing Amazon. Despite the widespread use of Amazon today, how Amazon Ads works is still unclear. Learn everything you need to know before you start advertising on Amazon!
Amazon Advertising is simply Amazon's advertising platform, similar to Google Ads at Google. It is logical to see such a service exist, since Amazon can be considered as a search engine specialized in shopping. Right now, a third of Amazon's search results are sponsored, which shows the potential of this tool.
Many types of ads are available with Amazon, offering an opportunity for your business, since the e-commerce platform has millions of customers, making nearly 50% of online purchases in some countries.
The potential is also evident in the other services that Amazon offers, including Amazon Prime with its over 200 million subscribers, as well as the FBA (Fullfilled by Amazon) functionality for sellers.
These are sponsored product ads that appear in the top positions of search results and in suggested product pages. These ads work on a cost-per-click (CPC) pricing model, where you only pay when someone clicks on your ad. They are effective in making your products more visible on Amazon.
Several targeting options are available, including automatic targeting and manual targeting, as well as automatic and manual campaigns, each tailored to specific advertising goals.
Sponsored brand ads appear at the top of the SERP for a given search term. They direct customers to a specific page on Amazon and offer features like custom images and videos, making them a great way to increase brand awareness and promote products.
Sponsored display campaigns allow Amazon shoppers to be retargeted and can be displayed on the Amazon advertising network, offering targeting options such as retargeting and product targeting.
Amazon also offers other tools to help optimize advertising performance on its platform, although these are generally reserved for big sellers.
These tools include tracking and management features to put salespeople in the best position to maximize their sales.
In summary, advertising on Amazon offers significant potential for businesses, and understanding the different types of ads and the tools available can be critical to success on the platform.
Amazon DSP, or Demand Side Platform, centralizes price and product management across multiple mediums, providing targeting automation and optimization for sponsored ads. This tool also includes retargeting features to track past visitors. By offering the management of four types of advertising, it makes it possible to optimize your sales funnel and to adjust your targeting precisely.
Amazon also offers Attribution, a platform for tracking and measuring advertising. It allows you to measure the impact of marketing campaigns, optimize current campaigns, and strategically plan your marketing, both on Amazon and on other platforms. By providing data on various KPIs such as clicks, impressions, and sales, it provides a comprehensive view of marketing performance, similar to Google Analytics for online sales.
If you're selling on Amazon and considering paid advertising, Amazon Ads offers advanced targeting options and detailed reporting. However, gaps in terms of information and projections can be noted in the construction of campaigns.
Despite this, Amazon Ads remains a high-quality advertising network for your marketing strategy.
