Amazon Advertising: what is it and why should you use it?

When we consider launching
a sales-oriented advertising campaign
 , we will almost
certainly think of
Facebook or Google at first
 . This is something
totally normal, since they are such important and influential brands that it is
inevitable that they are
part of our top of mind
 and, therefore, appear in our mind
automatically and almost unconsciously.

However, in this article I want to talk about another possibility ,
an interesting option that I recommend you add to your list of
priorities: Amazon Advertising .

What is Amazon Advertising? 

Amazon Advertising is Amazon’s pay-per-click advertising
 . As with other similar solutions, advertisers can place
ads in different locations, use different options to segment the audience that
can see them, and pay only when users click on them.


Amazon is, today,
the online sales platform aimed at the most important end
 , the best known and the one that generates more
revenue. More than enough arguments to be taken into account in our
marketing and sales strategies.

For this there is Amazon Advertising, the
pay-per-click advertising system that Amazon makes available to advertisers who
wish to advertise their products or services.

Amazon Adversiting allows us to choose different
locations to show our ads
 , as well as various audience
targeting options
 . If we succeed with these two variables,
location and segmentation, we can reach the ideal target that
interests us most. Take note on how to do it!

The two great location options of Amazon

Within the Amazon Advertising ecosystem we can distinguish
between two great location options :

  1. Ads within the Amazon page
     . It is the most direct option, and its main advantage
    for brands is that they can take advantage of a high quality visitor flow,
    since, in general, most users only visit Amazon when we already have a firm
    intention to buy. In other words, with these ads we can reach users who
    are already at the bottom of the conversion funnel and, therefore, are very
    likely to become real customers the trend can be observed in Blue world City.
  2. Ads in other places on the
     . Amazon Advertising is not limited to the purchasing
    platform itself, but thanks to Amazon DSP (which
    we will explain in more detail in another section), advertisers also have the
    possibility to publish ads throughout the internet. This option
    allows users to be segmented based
    on the information Amazon has about them. For example, we can direct the
    ads to users who are showing signs that, possibly, they will buy a product
    similar to ours very soon, either because they usually acquire products of this
    category or because they have searched for information about our brand before.

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The different formats of Amazon Advertising

Sponsored Ads

These types of ads are shown in the search
 and on the product detail pages, directing
Amazon users directly to a specific product
on the platform.

With this class of ads you can increase the sales of your
 , since these will have greater
 when displayed in a prominent place on the results page:
usually at the top or bottom, as well as on other product detail pages.

Sponsored Products are activated by keywords and advertisers have several

  • Choose between different types of concordance.
  • Establish a daily budget.
  • Set the duration of the campaign.

Featured Ads (Sponsored Brands)

They are ads aimed at generating
sales and brand 
awareness ( branding )
through keywords
 , but always on search results. Its main objective is
to boost the discovery of your brand or reinforce it . The
operation of these ads is as follows:

  • A bid is made and the ad that wins it is the one that appears at
    the top of the page. Normally the ad is your brand logo, where you can
    also include personalized messages.
  • When users click on your brand logo, they are automatically
    taken to a store or personalized landing page, where the product in which they
    are interested appears.
  • When the user clicks on the product, he is automatically
    directed to a detail page about it.


Stores offer the option of creating a multi-page
website for your brand on Amazon
 and are available to
suppliers, vendors and agencies like Capital Smart City. Stores
pages have their own brand URL, so they are a great option to direct your
traffic to them.

This is a more sophisticated and complex option ,
since a good Stores page incorporates both the
history of the brand and the product catalog
including related products and recommendations. To create them, you can
add videos, text and images through a content manager, without the need for
programming knowledge.

It is also not necessary to be familiar with coding for
the design of a Store, since it uses blocks of content that can be dragged and
dropped, or predesigned templates to create a personalized Store of several
pages, without writing any line of code.

Display ads

Display ads allow you to display
banner-type advertising pieces
  with custom
 on Amazon websites, applications and third-party
websites. The platform has different creative formats and segmentation
options based on users’ buying behavior. They are also available for users
who do not sell on Amazon.

Display ads campaigns on Amazon Advertising can be managed by the advertiser
himself or by a team of experts. In any case, as with other campaigns of
this type, the keys to success are: look for copies
and attractive images
 that call for action, and perform tests type A / B
to progressively optimize the ads.

The locations where your display ads can appear are these:

Video ads

Video ads can be used as a complement
and even as an alternative to display campaigns
since they allow us to tell the story of the brand in a more impactful and
emotional way as well as to make effective demonstrations of products and

As with display campaigns, video ads can be placed on both
Amazon sites and other places on the Internet, always taking advantage of the
information available to this platform to reach our ideal audience.

Naturally, the success of these types
of campaigns depends largely on creativity
 . In
addition to taking maximum care of the quality of your video, remember that in
many cases users will view it from mobile devices, so it is never a bad idea to
include subtitles.

The locations where your ads can appear in video format are

Custom Ads

The strength of personalized ads is that they can offer
engaging and innovative experiences
 to try to capture the attention
of our target audience. A possible example is live events. In
contrast, personalized ads are complex and require the collaboration of an ad

Another benefit of personalized ads is that they can reach our potential
customers wherever they are, both online and offline: from brand integrations
with Amazon’s latest retail initiatives to large-scale outdoor

Amazon DSP

Amazon DSP (formerly known as AAP or Amazon advertising
platform) is a programmatic solution to reach Amazon audiences in
different places
 . Possible locations include Amazon sites and
applications, third-party sites and ad exchanges.

Amazon DSP claims to maintain a high standard of
 and safety through measures such as manual review of
website quality and real-time bid evaluations. It also has a unique and
high quality inventory.

Why do Amazon Advertising in your digital
strategy and how it can help you

These are the main reasons why you should include
AmazonAdvertising campaigns
 in your digital marketing strategy:

  • Because of its reach . Amazon
    already has more than 300 million users, and an estimated 80 million more will
    become members of Amazon Prime in the United States alone. In Spain, the
    influence of this page in the ecommerce sector continues to grow. In fact,
    according to IAB Spain data, 7 out of 10 Internet users are already using
    Amazon. The average cost is € 75 per purchase and, in addition, these are
    repeated an average of 2.4 times.
  • Because of the synergies it
     . As part of a global ecommerce strategy, Amazon ads
    can reinforce organic positioning within this platform. That is, if you
    publish paid campaigns, your organic results will also be better.
  • Because of its relevance . Amazon
    has insider information about users’ consumption habits, which other platforms
    simply cannot access. That is why it allows us to establish unique and
    different connections with our audience, knowing firsthand when they are ready
    to buy.
  • For its analysis functions . Amazon
    Advertising metrics can help brands better define and optimize their marketing
    strategies to achieve increasingly effective advertising.
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  • For its simplicity . Compared
    to other pay-per-click platforms, Amazon remains relatively easy to
    use. It even has an automatic campaign creation option that does almost
    all the work for you.
  • Because of its growth
     . Although Amazon advertising is still behind the
    pay-per-click giants (Facebook and Google), it is thefastest growing
    source of Amazon’s revenue in Spain.
  • For its additional advantages:
    • Possibility
      of using exclusive audiences
       . Advertisers can
      choose different locations to show their ads with different audience targeting
      options, which will allow you to reach your ideal target.
    • Access
      to a single quality inventory. 
      Advertisers have the
      possibility to address their audiences programmatically, both on Amazon’s own
      platform and in a third-party inventory.
    • Security . To
      ensure brand safety, Amazon conducts periodic manual reviews to maintain
      quality standards.

Success stories

These are some of the success
stories of Amazon Advertising strategies
 best known and

  • Samsung The
    objective of this campaign was to strengthen the brand awareness of the Samsung
    Galaxy S8 phone in five European countries. For this, a large multi-screen
    campaign was launched that included customized products.
  • Schleich In
    collaboration with the Spanish digital marketing agency Amazing, a complete
    campaign to launch the brand’s products on was devised.
  • Brita Together with AMG, a
    successful campaign was designed for the website and the mobile platform aimed
    at the most likely consumers for the Brita jar, which included sending
    promotional emails to previously segmented customers. 
  • Logitech . A campaign based on
    prominent ads was launched to reinforce the brand and recognition of this
    signature of computer peripherals.
  • Nespresso The Amazon Ads feature
    was used with great skill to establish long-term customer relationships.
  • Phillips . Campaign
    based on ads for featured products to promote items with less visibility within
    the brand’s extensive catalog. 

Google and Facebook are still the leaders of
online advertising, but Amazon follows closely

Today, the giants of online advertising are still Google and
Facebook, but for some time there has been a remarkable
growth in Amazon strategies
 . These data speak
for themselves: during the second quarter of 2019, the leading internet sales
platform registered an income of two million dollars in online advertising,
reaching the United States as the third digital advertising platform.

Therefore, it is not a good idea to
ignore Amazon Advertising when defining our strategy
 . It
is an online advertising platform in full growth and constant development, with
many interesting possibilities: various types of ads, bidding systems and great
opportunities to reach our potential customer due to its reach and options for
ad placement and segmentation of customers.

With Amazon Advertising, it is not only possible to highlight
our products on the platform, but we can also, as many companies have already
done, effectively reinforce our brand awareness among users .

Have you had any doubts about how to launch an online
advertising strategy on Amazon? 
Write me in the
comments section and I will do my best to resolve it!

The post Amazon Advertising: what is it and why should you use it? appeared first on Knnit.

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