What is Amazon Advertising?
Amazon Advertising is the only form of digital advertising that is allowed to appear on Amazon sites. With Amazon being the biggest and busiest eCommerce platform in the world then this provides sellers with an unparalleled opportunity to hit huge volumes of potential customers that are actively looking to buy.
How does Amazon Advertising work?
The platform itself operates in a similar way to Paid Search’s pay-per-click pricing model where you only pay when a customer clicks on an ad – the only difference is that instead of sending customers to your site, it sends them to your listed products on Amazon.
Once you are in the Amazon Advertising platform then you are able to choose from three different types of campaign with each being slightly different:
- Sponsored Product Ads: Ads for individual products that appear in the search results pages and product detail pages alongside other organic listings.
- Sponsored Brand Ads: Ads that appear at the top of the results page and feature your brand logo, a custom headline, and up to three of your products.
- Product Display Ads: Ads that appear on a product’s detail page, on the right rail of the search results page, the bottom of the search results page, customer review pages, read all reviews pages, top of offer listing page, and in Amazon-generated marketing emails. Run across desktop, mobile, and mobile app.
In order to ensure that your ads show up in the right place at the right time Amazon Advertising provides you with two targeting options: Keyword and ASIN. The keyword targeting is similar to Paid Search in that you input a selection of Exact, Phrase and Broad match terms that align with the kind of searches your potential customers might make. Alternatively, you can use ASIN (Amazon’s product identifying numbers) targeting, which allows you to go after audience pools that are built from relevant individual products or product categories.
Why use Amazon Advertising?
Two thirds of product searches start on Amazon and nearly 80% of all eCommerce sales include Amazon in the customer journey – in short, Amazon plays too big a role in the population’s online purchasing habits for you to miss out.
Beyond the scale, the platform’s PPC buying model, targeting options and optimisation tools (e.g. ACOS, Amazon Cost of Sale – an Amazon ROI metric) ensure that you are in total control of not only who sees your ads, but who you actually pay for too. A win-win.
Here at Harvest, we have a team of Amazon certified specialists that are experienced in delivering high return on investment for our eCommerce clients. By applying our Amazon Advertising methodology we are able to build our clients Amazon presence from the ground up and ensure that the best possible results are achieved.
If you’re interested in taking your Amazon Advertising approach to the next level or just want to find out a bit more about how we could help you then get in touch today.