Amazon Advertising – A Complete Insight
Amazon, the world’s largest online retail marketplace, holds a 37.6% market share in the USA (Source: Statista). Amazon generates approximately. 56% of product searches are higher than search engines, 42%.
It is exceptional data for one to understand the power of Amazon in the e-commerce industry. Everyday, the competition is getting tough on Amazon in all niches. So, to compete with the Amazon giant and established sellers, it is vital to appear on the Amazon search page.
It can be achieved in two ways. One through Amazon SEO and Amazon advertising. Amazon SEO is a long term process where you need to follow Amazon A9 algorithm, provide good customer support, gather good reviews and rating etc things to get a top rank in Amazon searches for specific queries relevant to the product. You can consult an Amazon SEO agency to get better organic rankings on Amazon search pages.
The other way, Amazon advertising, is an easy way to get ahead of your competition on Amazon. In this process, you will pay Amazon to display your product on top search and category pages. To do this, you need to set up an ad campaign inside Seller Central.
What is Amazon Advertising?
Amazon Advertising is a service offered by Amazon to sellers to display product/brand ads on search pages and category pages on the AMazon portal.
It is similar to Google Ads, you will pay Amazon for every click that brings customers to your product page through an ad campaign. It is the same as Pay-per-Click.
Pros of Amazon Advertising
- Visibility to the targeted audience.
- Getting more targeted clicks to your product page enhances the chances of sales.
- Brand recognition.
- Using advertising analytics insight, you can understand your customers better and optimize campaigns for even better performance.
- Excellent programme for new sellers who are looking for some initial sales.
Types of Amazon Advertising
Sponsored products Ads
Through Sponsored Products ads, you can run product-specific ads on Amazon and get visibility on Amazon search pages and product detail pages.
You can either run ads for a single ASIN or target multiple ASINs through a single ad. Amazon will charge you based on the PPC (Pay-Per-Click) model.
Sponsored Brand Ads
Amazon Sponsored Brand gives an opportunity to gain brand recognition on Amazon marketplace. This campaign features 2-3 products with an image/video placement that appears on top and bottom of search pages, product detail page, and homepage. Sponsored ads will help in both brand recognition/awareness and sales generation.
Sponsored Display Ads
Amazon Sponsored Display Ads is a tool for both Amazon sellers and external sellers (not selling on Amazon) to reach and retarget their customers on a wide network.
Using this ad programme, brands can display ads on both Amazon search pages, product detail pages, review pages, and external partner sites and apps. Sites like Twitch and IMDB are part of these programs where you can be seen.
This program ideally enables you to retarget the customers who visited your product page but did not make an order. Amazon will display ads to those customers on partner sites and bring them back to your product page. It is kind of a product retargeting method common with Google Ads and the Facebook pixel retargeting method.
