Amazon Advertising

Everything you need to know about Amazon Advertising

  • Creating Amazon Advertisting campaigns is essential to increase the visibility of your brand and products over your competitors.
  • Combine Sponsored Sponsored Products, Sponsored Brands, and Sponsored Brands Sponsored Display ads based on your goals and analyze KPIs to optimize your ad spend.

 

If you want to stand out on Amazon above your competitors and achieve a higher volume of sales, you will need to create different advertising campaigns within the platform. Thanks to Amazon Advertising, you will be able to boost your organic positioning so that your store or products acquire greater visibility and attract more buyers.

Here’s what Amazon Advertising campaigns are, what types of ads you can create based on your goals, and how you can analyze their KPIs.

What is Amazon Advertising?

First of all, you should know that there are two ways to position your products on Amazon. The first, which has to do with organic positioning (SEO allows you to rank your products for the search of certain keywords. The second, which is done through Amazon Advertising campaigns (SEM/ADS), gives you the ability to advertise on predetermined sites both on and off Amazon.

Just like Google, Facebook, or Instagram, you can use cost-per-click (CPC) bidding on Amazon to get more impressions and you only have to pay when shoppers enter them.

Amazon Advertising has a direct impact on SEO as it provides greater visibility to your products, improving both the volume and speed of sales and reviews.

What types of campaigns are there within Amazon Advertising?

Within Amazon Advertising, there are three different types of campaigns: Sponsored Products, Sponsored Sponsored Brands, and Sponsored Display. Sponsored Products

Sponsored Products:

Any seller seller, regardless of whether or not they have their trademark registered with Amazon, can create Sponsored Products campaigns. These types of campaigns are usually the most effective. They’re perfect for displaying your products individually in search results and on Amazon’s product detail pages.

You’ll need to implement them if your primary goal is to rank your articles for specific search terms or intents. When a potential customer searches for the keyword you want to rank for, your ad will be displayed on Amazon’s results page. Their position will be determined by their CPC bid and the relevance of the ad you’ve created. The more relevant your product is to the search term and the more you bid on it, the more likely it is to appear at the top of the first page, a space where you will receive more impressions than the rest.

Sponsored Brands:

Sponsored Brands campaigns are only allowed for professional sellers who have their trademark registered with Amazon. These types of campaigns serve to increase visibility and brand recognition through ads that appear in Amazon’s shopping results.

If you want to promote your store, you’ll need to use Sponsored Brands campaigns. With these ads, you will drive traffic to your Amazon store so that your potential customers know about your products and your brand.

This type of advertising also allows you to create more attractive ads in video format with Sponsored Brands Video.

Sponsored Display:

Sponsored Display campaigns allow you to engage with shoppers on Amazon or other sales channels using banners, which can be targeted by product or keyword. They are perfect for creating cross-selling or remarketing strategies.

With this type of ads, you will be able to display your sponsored items within your competitors’ product detail page or protect your brand, preventing others from being able to advertise on yours. In this sense, you’ll need to bid on your own ads by setting a higher CPC that will deter other sellers from bidding. If you manage to show only your products within your listing, you will be redirecting the possible leaks of your potential buyers to other items in your same catalog.

Through Sponsored Display campaigns, you will also be able to remarket to impact, both on and off Amazon, your target audience. You can combine different types of audiences to show your ads, for example, to people who have been interested in your brand or products before, have purchased items in the same category as you, or are searching for products similar to yours.

How to manage your Advertising campaigns on Amazon?

If you already have an account open on Amazon Seller Central, you’ll need to access the “Campaign Manager” feature. From there, you’ll be able to create a new one, see the ones you have, and measure their results.

It’s important to periodically analyze the KPIs of each campaign to find out what’s really working. Based on metrics such as spend, sales, ACOS, number of orders, impressions, clicks, CTR, CPC, or return on ad spend, you’ll be able to make the right decisions for each campaign.

At Nozama we can help you create and optimize your Amazon Advertising campaigns to improve your sales. Plus, here’s how you can use budget rules to increase your investment and get better returns during periods of higher purchase volume.