Amazon Sponsored Ads: Crush the Competition With A Killer Sales Growth Engine
Building your eCommerce empire by unlocking Amazon Sponsored Ads performance data
How does a seller or vendor connect with shoppers on Amazon searching for products and brands they offer? Advertising on Amazon Marketplace.
Amazon Sponsored Advertising is the fast, cost-effective way to reach shoppers online. Amazon offers a wide selection of products in many categories and departments and now gives you an even easier way to reach shoppers based on their expressed interests.
Through advertising, you’ll show your message directly to potential customers in their search results. The Amazon Sponsored Ads audience targeting tools to help you reach the right customers at the right time.
Sponsored Ads offers customized search, display, and video advertising, options so you can tailor your campaigns to target the consumers most likely to buy your products.
What Is Sponsored Advertising?
Amazon Sponsored Ads allows you to execute a media strategy that lets you reach millions of Amazon shoppers interested in purchasing products related to your business.
Sponsored Ads on Amazon are part of Amazon’s self-service advertising platform. The platform helps you connect with shoppers on Amazon interested in your (or competitive) products. These ads are displayed to shoppers on both the Amazon global and local sites and on the mobile apps. The platform allows you to create your own ads for all product categories.
Ann Handley, Chief Content Officer of MarketingProfs, once said,
“Never assume that your customers will find you. Early on, you have to put in the legwork and manually drive traffic by creating a steady stream of valuable content.”
Ann has found great success with Amazon advertising platforms. These ads have helped earn $12.4 million for her organization. Ann recommends an advertising strategy that leverages Amazon Sponsored Ads to target potential customers who have already expressed interest in your product or service to drive sales.
Who Can Take Advantage Of Sponsored Advertising?
Vendors and Sellers on Amazon can take advantage of Sponsored Advertising (Sponsered Brands, Products, and Display) for targeted, performance-focused cost-per-click (CPC) ads.
Amazon Sponsored Advertising allows both vendors and sellers to reach shoppers who are likely to purchase an item across Amazon marketplaces. Using the platform’s global reach, you can tailor a budget, select keywords and bids, target audiences, delivery options, ASINs, and content relevance by market.
Amazon will then promote products in specific marketplaces based on your goal of marketplace and keyword, making it easy for potential customers to find and buy products they are searching for.
By creating a collection of global Amazon Sponsored Ads campaigns, you can take a more targeted approach to advertise based on a specific market’s unique attributes.
How Does Amazon Sponsored Advertising Work?
When shoppers search or browse Amazon, ads will be delivered to customers interested in specific products and search terms that you targeted.
Amazon can help you reach your target audience at scale by more clearly connecting with consumers based on their expressed interests and shopping behaviors. For example, with Sponsored Link Ads ad type, you can promote products that already have sales or reviews with proven purchase intent. This enables you to reach shoppers interested in purchasing your products based on searches, product page views, sales, and other customer activities on Amazon.
Sponsored Ads are easy to create within the campaign manager. Your advertising campaign is fully customizable as you look to reach product category shoppers in North America, Europe, and Asian marketplaces, increasing sales and reaching your target audience. This self-service option makes it easy to design print and web-style ads with powerful targeting options and flexible pricing, so you only pay for results.
Like other ad platforms, Amazon allows you to fine-tune manual campaign settings or run them with set-n-forget automatic targeting to optimize the price of your bidding.
Amazon sponsored products are similar to Google Ads, except they are specifically geared to Amazon browsing and purchase behaviors (for off-site reach, see the Amazon Attribution product). Many marketers are familiar with Google Ads or Microsoft (Bing) Ads, so the differences in focusing on end-of-funnel conversions may be exciting and a bit overwhelming.
Unlike Google AdWords, users on Amazon have an extremely high purchase intent. They have gone through a purchase funnel (yours or competitors!) and are ready to purchase. Sponsored ads are trying to direct preference toward your products and translate that preference into a transaction.
What Are The Types Of Sponsored Advertising Options Available To Sellers And Vendors?
There are three ways to drive preference and purchase on Amazon:
Sponsored Products
Here is how Amazon describes Sponsored Products:
“Sponsored Products are cost-per-click (CPC) ads that promote individual product listings on Amazon. In just a few minutes, you can create a campaign, even if you’ve never advertised before.”
One of the most powerful advertising tools available to merchants on Amazon is Sponsored Products. Sponsored Products enables you to reach shoppers interested in purchasing your products based on searches, product page views, sales, and other customer activities on Amazon.
Amazon Sponsored Products is a fast and effective way to reach shoppers who are already interested in products and brands they have demonstrated an affinity to.
By default, your product will be listed with a sponsored ad that suggests products related to yours. Your listing’s sponsored ad doesn’t appear in Sponsored Products ads or search results on Amazon — only the listings that are similar to yours.
Sponsored product ad campaigns on Amazon.com can drive both awareness of your brand and sales of your products. You have complete control over the campaign, from creation to daily operation. Use data to help you define your KPIs, customize placements and creatives, optimize bids and budgets, monitor ad performance, and more.
Sponsored Products follows the Amazon PPC model where you only pay when someone clicks your ad(s). As a result, you are always in control of how much you spend by with a budget and setting your bid per click.
2021 guide to Sponsored Products best practices
Sponsored Brands
Here is how Amazon describes Sponsored brands:
“Sponsored Brands are cost-per-click (CPC) ads that feature your brand logo, a custom headline, and multiple products. These ads appear in relevant shopping results and help drive discovery of your brand among customers shopping for products like yours.”
Amazon offers a cost-effective way to reach shoppers online by building brand awareness. Sponsored Brands ads allow advertisers to tailor ads to consumers based on their expressed interests in related products and offers.
Sponsored Brands ads connect with Amazon customers based on their expressed interests. It’s cost-effective and easy to set up. Vendors tend to focus on brand-oriented business goals in their Sponsored Brands campaigns since their products are “Sold by Amazon.”
Our Sponsored Brands ads let you target customers who are looking for your products and services. Reach shoppers who are right in the middle of their shopping journey on Amazon to drive awareness of your products and connect them with your brand. Amazon also allows you to set up branded stores allowing sellers to engage shoppers in an immersive environment that’s all about your brand.
Sponsored Brans also follows the Amazon PPC model. Advertisers only pay when someone clicks your ad(s).
An important caveat is that Sponsored Brands is only available for professional sellers enrolled in Amazon Brand Registry.
- Barilla uses Sponsored Brands to help promote its brand for the holidays
- A guide to creating Sponsored Brands videos ads
Sponsored Display
Here is how Amazon describes the offers for Sponsored Display;
“Sponsored Display is a self-service display advertising solution that helps you grow your business and brand on Amazon by engaging shoppers across the purchase journey, on and off Amazon.”
Businesses today use a multitude of marketing channels to connect with prospects and customers. Suppose you want to manage how your business interacts with millions of Amazon shoppers but don’t have the insight or resources to develop and manage. In that case, a Sponsored Display campaign will extend your reach.
Display ads may appear on the Amazon home page, product detail pages, or shopping results pages. They may also appear on third-party websites and apps.
Display advertising enables you to reach shoppers who are interested in purchasing one or more of your products. Product display ads allow you can tailor your campaigns to target the consumers most likely to buy your or your competitor's products.
Display ads enable you to reach shoppers interested in purchasing your products based on searches, product page views, sales, and other customer activities on Amazon.
Sponsored display ads are available on the Amazon shopping site and the Amazon mobile shopping app for iPhone and Android.
- Product targeting
- Audiences
- Remarketing
- Interests
Sponsored Display ads only show when your products are in stock and the Featured Offer, and you only pay when customers click on your ads.
Sponsored Display ads are available to professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
An overview of Sponsored Display audiences
Amazon Brand Registry
Amazon encourages all vendors and sellers to leverage the Amazon brand registry. Since Amazon Advertising supports both Seller Central and Vendor Central accounts, registering is an important step in fully leveraging all the resources available to you.
Multiple Marketplaces
Amazon’s Sponsored ads tool makes it easy to reach people who have already shown interest in your products. With SWA, your ad will be delivered to highly qualified shoppers based on a customer’s recent search history, page views, demographic, and much more.
Get Started With Amazon Advertising Data
Openbridge offers a direct, code-free data integration with the Amazon Advertising API for Sponsored Display, Sponsored Brands, and Sponsored Products. Automated Amazon Advertising data feeds increase insights, efficiency, reduce labor, and optimize media investments.
- A code-free, automated Amazon Advertising connector fuels sales and BI efforts in tools like Tableau, Microsoft Power BI, Looker, Amazon Quicksight, and many others.
- Get your Amazon Advertising data automatically delivered to a private data lake or cloud data warehouses like BigQuery, AWS Athena, AWS Redshift, or Redshift Spectrum, Azure data lake, and Snowflake.
The Openbridge Amazon Advertising connector delivers fully automated data integrations to private cloud warehouses or data lakes.
>> Get started with Amazon Advertising Sponsored Ads data
Amazon Sponsored Ads: Crush the Competition With A Killer Sales Growth Engine was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.
source https://blog.openbridge.com/amazon-sponsored-ads-crush-the-competition-with-a-killer-sales-growth-engine-546a270d7ac2?source=rss----4c5221789b3---4
