How to Boost Your Brand Visibility and Sales with Amazon Online Brand Advertising

By Cepy 8/25/2023 Post a Comment

Hi everyone, welcome to another article on online marketing strategies. Today, we are going to talk about one of the most popular and effective ways to grow your brand on the internet: Amazon online brand advertising.

Amazon is not only the largest online retailer in the world, but also a powerful advertising platform that can help you reach millions of potential customers who are ready to buy. Whether you are a seller, a vendor, an author, or an app developer, you can use Amazon's advertising tools to showcase your products and services, increase your traffic and sales, and build your brand awareness and loyalty.

What is Amazon Online Brand Advertising?

Amazon online brand advertising is a term that refers to the various types of digital ads that you can create and run on Amazon's website and app, as well as on other websites and apps that are part of Amazon's network. These ads can help you promote your brand and products to relevant audiences across the purchase journey, both on and off Amazon.

Amazon online brand advertising adopts a pay-per-click (PPC) ad model, meaning you pay only when a customer clicks on your ad. You can also control your campaign budget and optimize your ad performance with Amazon's reporting and measurement tools.

The Benefits of Amazon Online Brand Advertising

There are many benefits of using Amazon online brand advertising for your business, such as:

You can reach a large and engaged audience of shoppers who are looking for products like yours. Amazon has over 300 million active customer accounts worldwide, and more than 80% of US online shoppers visit Amazon at least once a month[^1^].
You can target your ads based on various criteria, such as keywords, product categories, interests, demographics, location, and more. You can also use Amazon's insights and data to tailor your ads to different customer segments and stages of the buying cycle.
You can enhance your brand visibility and credibility by appearing in prominent placements on Amazon's website and app, such as search results, product detail pages, shopping carts, checkout pages, and more. You can also create your own branded store on Amazon for free, where you can showcase your story, mission, and products in a multipage, immersive shopping experience.
You can increase your traffic and sales by driving customers to your product listings or website. According to a study by Feedvisor[^2^], 89% of buyers agree that they are more likely to buy products from Amazon than other e-commerce sites. Moreover, 66% of shoppers start their search for new products on Amazon[^3^], which means you have a higher chance of capturing their attention and interest with your ads.
You can improve your customer loyalty by staying connected with your existing customers and encouraging repeat purchases. You can use Amazon's display and video ads to retarget customers who have visited or purchased from your store or website before, and remind them of your brand and products.

The Types of Amazon Online Brand Advertising

Amazon offers a range of advertising solutions that can help you achieve your marketing goals. Here are some of the main types of Amazon online brand advertising that you can use:

Sponsored Products: These are cost-per-click (CPC) ads that promote individual product listings on Amazon. They appear in relevant search results and product pages, and help customers find and buy your products. Sponsored Products are ideal for increasing product visibility and sales.
Sponsored Brands: These are cost-per-click (CPC) ads that feature your brand logo, a custom headline, and multiple products. They appear in relevant search results and help customers discover your brand and products. Sponsored Brands are ideal for building brand awareness and driving traffic to your store or website.
Sponsored Display: These are self-service display ads that help you reach relevant audiences throughout their shopping journey, on and off Amazon. You can use Sponsored Display ads to target customers based on their shopping behavior or interests, or retarget customers who have viewed or purchased your products before. Sponsored Display ads are ideal for growing your customer base and loyalty.
Display Ads: These are display ads that run on Amazon's website, app, devices, and third-party sites and apps that are part of Amazon's network. You can use display ads to showcase your brand message and creative assets to customers who are likely to be interested in your products or services. Display ads are ideal for creating brand awareness and engagement.
Video Ads: These are video ads that run on Amazon's website, app, devices, Fire TV, IMDb TV, Twitch, and third-party sites and apps that are part of Amazon's network. You can use video ads to tell your brand story and showcase your products or services in an engaging way. Video ads are ideal for capturing customer attention and driving action.
Audio Ads: These are audio ads that run on Amazon Music's free ad-supported tier, which reaches over 55 million customers[^4^]. You can use audio ads to deliver your brand message and offer to customers who are listening to music, podcasts, and other audio content. Audio ads are ideal for reaching customers who are not looking at their screens.

How to Get Started with Amazon Online Brand Advertising

Getting started with Amazon online brand advertising is easy and fast. Here are the steps you need to follow:

Register for an Amazon advertising account. You can choose one of the options on the Register page, depending on whether you are a seller, a vendor, a book vendor, a Kindle Direct Publishing (KDP) author, an app developer, or an agency.
Create your campaign. You can use the self-service advertising products, such as Sponsored Products, Sponsored Brands, Sponsored Display, and Stores, to create and manage your campaigns in minutes. You can also work with an Amazon advertising account executive to run display ads, video ads, and ads through the Amazon DSP (demand-side platform), which typically require a minimum spend of $50,000 (USD).
Set your budget and bid. You can decide how much you want to spend on your campaign, and how much you are willing to pay for each click on your ad. You can also use Amazon's dynamic bidding strategies to automatically adjust your bids based on the likelihood of a sale.
Launch your campaign. Once your campaign is approved, your ads will start running on Amazon or other sites and apps within the Amazon network. You can monitor your campaign performance and make adjustments as needed.

A Detailed Table Breakdown of Amazon Online Brand Advertising

To help you compare and choose the best advertising solution for your business, we have created a detailed table breakdown of the main features and benefits of each type of Amazon online brand advertising. You can use this table as a reference guide when planning your marketing strategy.

Type of Ad	Format	Placement	Targeting	Goal
Sponsored Products	Image and text	Search results and product pages on Amazon	Keywords and products	Increase product visibility and sales
Sponsored Brands	Image, text, and logo	Search results on Amazon	Keywords	Increase brand awareness and traffic
Sponsored Display	Image and text	Product pages, shopping carts, checkout pages, and other sites and apps on and off Amazon	Shopping behavior, interests, or views/purchases	Increase customer base and loyalty
Display Ads	Image or rich media	Home page, product pages, shopping carts, checkout pages, Fire tablet wake screen, and other sites and apps on and off Amazon	Audience network or contextual	Increase brand awareness and engagement
Video Ads	Video or rich media	Home page, product pages, Fire TV, IMDb TV, Twitch, and other sites and apps on and off Amazon	Audience network or contextual	Increase customer attention and action
Audio Ads	Audio only or audio with companion banner	Amazon Music free ad-supported tier	Audience network or contextual	Increase customer reach and recall

FAQs about Amazon Online Brand Advertising

What is the difference between a seller and a vendor on Amazon?

A seller is someone who sells products directly to customers on Amazon's marketplace. A vendor is someone who sells products in bulk to Amazon at wholesale prices, and lets Amazon handle the fulfillment and customer service.

Do I need to sell products on Amazon to advertise on Amazon?

No, you don't need to sell products on Amazon to advertise on Amazon. You can use display ads, video ads, or audio ads to drive traffic to your own website or store. However, you do need tohave an Amazon advertising account, which you can register for free on the Register page.

How much does it cost to advertise on Amazon?

The cost of advertising on Amazon depends on the type of ad you choose, the budget and bid you set, and the competition and demand for your target keywords or audience. You can start advertising on Amazon with as little as $1 (USD) per day for some of the self-service products, such as Sponsored Products, Sponsored Brands, and Sponsored Display. For display ads, video ads, and ads through the Amazon DSP, you typically need a minimum spend of $50,000 (USD) per month. For audio ads, you need a minimum spend of $15,000 (USD) per month.

How do I measure the effectiveness of my Amazon online brand advertising campaigns?

You can use Amazon's reporting and measurement tools to track and optimize your campaign performance. You can access various metrics and insights, such as impressions, clicks, conversions, sales, return on ad spend (ROAS), cost per acquisition (CPA), brand lift, and more. You can also use Amazon Attribution (beta), a free tool that helps you measure how your non-Amazon advertising channels, such as search, social, video, display, and email, impact your sales on Amazon.

What are the best practices for creating successful Amazon online brand advertising campaigns?

Some of the best practices for creating successful Amazon online brand advertising campaigns are:

Define your marketing goals and objectives clearly. For example, do you want to increase brand awareness, traffic, sales, or loyalty?
Choose the right type of ad that matches your goal and budget. For example, if you want to increase product visibility and sales, you can use Sponsored Products or Sponsored Brands. If you want to increase brand awareness and engagement, you can use display ads or video ads.
Target your ads to the most relevant audience based on their shopping behavior, interests, demographics, location, and more. You can also use Amazon's insights and data to segment your audience and tailor your ads accordingly.
Use clear and compelling ad copy and creative assets that highlight your unique value proposition and call to action. You can also use keywords that match your customers' search intent and product categories.
Test and optimize your campaigns regularly. You can use Amazon's dynamic bidding strategies to automatically adjust your bids based on the likelihood of a sale. You can also use Amazon's reporting and measurement tools to monitor your campaign performance and make adjustments as needed.

Conclusion

Amazon online brand advertising is a powerful way to boost your brand visibility and sales on the internet. By using Amazon's advertising tools, you can reach millions of potential customers who are ready to buy your products or services. You can also target your ads based on various criteria, enhance your brand credibility by appearing in prominent placements on Amazon's website and app, increase your traffic and sales by driving customers to your product listings or website, and improve your customer loyalty by staying connected with your existing customers.

We hope this article has given you a comprehensive overview of what is Amazon online brand advertising, how it works, what are the benefits and types of ads available, how to get started and measure your results, and what are the best practices for creating successful campaigns. If you want to learn more about online marketing strategies, check out our other articles on this topic.

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