How to Launch a Successful Advertising Campaign on Amazon
Hi everyone, welcome to our blog where we share tips and tricks on how to grow your online business. In this article, we will talk about the types of advertising campaign in amazon and how you can use them to boost your sales and brand awareness.
Amazon is the largest e-commerce platform in the world, with over 300 million active customers and billions of products sold every year. If you are a seller on Amazon, you know how competitive the market is and how hard it can be to stand out from the crowd. That's why advertising on Amazon is essential for your success.
What is Amazon Advertising?
Amazon Advertising is the umbrella term that covers all the advertising solutions that Amazon offers to sellers, vendors, and brands. Amazon Advertising allows you to reach potential customers at every stage of their shopping journey, from discovery to purchase, and beyond.
Amazon Advertising has three main categories of ads: Sponsored Ads, Display Ads, and Video Ads. Each category has different types of ads that serve different purposes and goals. Let's take a look at each one in detail.
Sponsored Ads
Sponsored Ads are pay-per-click (PPC) ads that appear on Amazon's search results pages and product detail pages. They are designed to help shoppers find your products when they search for keywords related to your products. You only pay when someone clicks on your ad and visits your product page or Store.
There are three types of Sponsored Ads: Sponsored Products, Sponsored Brands, and Sponsored Brand Video.
Sponsored Products
Sponsored Products are ads for individual product listings that appear below, above, or alongside the organic search results and on product detail pages. They are the most common type of Sponsored Ads and are suitable for sellers who want to increase their product visibility and sales.
To create a Sponsored Products campaign, you need to choose the products you want to advertise, set a daily budget and a bid amount for each keyword or product target, and launch your campaign. You can also choose between automatic targeting, where Amazon matches your ads to relevant search terms, or manual targeting, where you select your own keywords or products to target.
Sponsored Brands
Sponsored Brands are ads that feature your brand logo, a custom headline, and up to three products. They appear above the search results and help shoppers discover your brand and product portfolio. They are suitable for sellers who want to increase their brand awareness and consideration.
To create a Sponsored Brands campaign, you need to be enrolled in Amazon Brand Registry, which is a program that protects your brand identity and gives you access to exclusive tools and features. You also need to choose the products you want to advertise, create a custom headline and logo, set a daily budget and a bid amount for each keyword, and launch your campaign.
Sponsored Brand Video
Sponsored Brand Video is a type of Sponsored Brands ad that features a video instead of a static image. It appears below the fold on mobile devices and desktops and plays automatically when 50% or more of the ad is visible on screen. It is suitable for sellers who want to showcase their products in action and capture shoppers' attention.
To create a Sponsored Brand Video campaign, you need to follow the same steps as for Sponsored Brands, but instead of uploading an image, you need to upload a video that meets Amazon's specifications. You also need to create a custom headline that appears below the video.
Display Ads
Display Ads are cost-per-impression (CPM) ads that appear on Amazon websites, apps, devices, and third-party sites and apps that are part of Amazon's network. They are designed to help shoppers discover your brand and products across the web. You pay based on how many times your ad is shown, regardless of whether someone clicks on it or not.
There are two types of Display Ads: Sponsored Display and Amazon DSP.
Sponsored Display
Sponsored Display is a self-service option that allows you to create display ads that target shoppers based on their shopping behavior or product interests. You can choose between two types of audiences: views retargeting, where you target shoppers who viewed your products or similar products on Amazon in the past 30 days; or product targeting, where you target shoppers who are browsing products related to yours on Amazon.
To create a Sponsored Display campaign, you need to choose the products you want to advertise, select an audience type, set a daily budget and a bid amount for each impression, and launch your campaign. You can also customize your ad creative with a headline and an image.
Amazon DSP
Amazon DSP is a demand-side platform that allows you to programmatically buy display and video ads across Amazon's network and third-party sites and apps. It is designed to help you reach a large and diverse audience with advanced targeting and measurement capabilities. It is suitable for sellers who want to scale their advertising efforts and achieve specific campaign goals.
To use Amazon DSP, you need to work with an Amazon Advertising account executive or an agency partner who can help you create and manage your campaigns. You can choose between two types of inventory: owned-and-operated, which includes Amazon websites, apps, and devices; or third-party, which includes sites and apps that are part of Amazon's network. You can also choose between two types of pricing models: CPM, where you pay per impression; or cost-per-view (CPV), where you pay per video view.
Video Ads
Video Ads are ads that feature video content that plays automatically or on-demand on Amazon websites, apps, devices, and third-party sites and apps. They are designed to help you tell your brand story and showcase your products in an engaging way. You pay based on how many times your video is viewed or how many impressions your ad receives, depending on the type of video ad.
There are three types of Video Ads: OTT Video Ads, Outstream Video Ads, and In-stream Video Ads.
OTT Video Ads
OTT Video Ads are ads that appear on over-the-top (OTT) streaming services, such as Prime Video, IMDb TV, Twitch, and Fire TV. They are designed to help you reach cord-cutters and streaming enthusiasts who are watching high-quality content on their TVs, laptops, or mobile devices. You pay based on how many times your video is viewed for at least two seconds.
To create an OTT Video Ad campaign, you need to work with an Amazon Advertising account executive or an agency partner who can help you create and manage your campaigns. You need to provide a video that meets Amazon's specifications and a landing page URL where you want to drive traffic. You can also choose between different targeting options, such as audience segments, content genres, or device types.
Outstream Video Ads
Outstream Video Ads are ads that appear on Amazon websites, apps, devices, and third-party sites and apps. They are designed to help you reach shoppers who are browsing the web or using their mobile devices. You pay based on how many impressions your ad receives.
To create an Outstream Video Ad campaign, you need to use Amazon DSP or work with an Amazon Advertising account executive or an agency partner who can help you create and manage your campaigns. You need to provide a video that meets Amazon's specifications and a landing page URL where you want to drive traffic. You can also choose between different targeting options, such as audience segments, product categories, or geographic locations.
In-stream Video Ads
In-stream Video Ads are ads that appear before, during, or after video content on Amazon websites, apps, devices, and third-party sites and apps. They are designed to help you reach shoppers who are watching video content related to your products or brand. You pay based on how many times your video is viewed for at least two seconds.
To create an In-stream Video Ad campaign, you need to use Amazon DSP or work with an Amazon Advertising account executive or an agency partner who can help you create and manage your campaigns. You need to provide a video that meets Amazon's specifications and a landing page URL where you want to drive traffic. You can also choose between different targeting options, such as audience segments, content genres, or device types.
A Comparison Table of Different Types of Advertising Campaign in Amazon
To help you choose the best type of advertising campaign in amazon for your goals and budget, we have created a comparison table that summarizes the main features and benefits of each type of ad. You can use this table as a reference when planning your advertising strategy on Amazon.
| Type of Ad | Category | Pricing Model | Placement | Purpose | Requirements |
|---|---|---|---|---|---|
| Sponsored Products | Sponsored Ads | PPC | Search results pages and product detail pages | Increase product visibility and sales | None |
| Sponsored Brands | Sponsored Ads | PPC | Above the search results | Increase brand awareness and consideration | Amazon Brand Registry enrollment |
| Sponsored Brand Video | Sponsored Ads | PPCBelow the fold on mobile devices and desktops | Showcase products in action and capture shoppers' attention | Amazon Brand Registry enrollment | |
| Sponsored Display | Display Ads | CPM | Amazon websites, apps, devices, and third-party sites and apps | Reach shoppers based on their shopping behavior or product interests | None |
| Amazon DSP | Display Ads | CPM or CPV | Amazon websites, apps, devices, and third-party sites and apps | Reach a large and diverse audience with advanced targeting and measurement capabilities | Amazon Advertising account executive or agency partner |
| OTT Video Ads | Video Ads | CPV | OTT streaming services, such as Prime Video, IMDb TV, Twitch, and Fire TV | Reach cord-cutters and streaming enthusiasts who are watching high-quality content | Amazon Advertising account executive or agency partner |
| Outstream Video Ads | Video Ads | CPM | Amazon websites, apps, devices, and third-party sites and apps | Reach shoppers who are browsing the web or using their mobile devices | Amazon DSP or Amazon Advertising account executive or agency partner |
| In-stream Video Ads | Video Ads | CPV | Amazon websites, apps, devices, and third-party sites and apps | Reach shoppers who are watching video content related to your products or brand |
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