Daily Archives: February 3rd, 2021

Back to Basics – Explaining Amazon’s Different Ad Types

February 3rd, 2021 Posted by 3rd party sellers, Advertising, Amazon, Brand Management, Production, Seller Central 0 thoughts on “Back to Basics – Explaining Amazon’s Different Ad Types”

Right now you should be utilizing every advertising and promotional tool Amazon offers you to broadcast your products for buyers to see. If you aren’t because you are not sure how and haven’t learned, we suggest you read up here and get to advertising.


Sponsored Products

The most popular ad type is the Sponsored Products ad campaign. They are the best ad to allow you to reach Amazon customers as they search and discover products. These ads help you promote listings, pairing them with items future customers are already looking at. Set up an auto campaign and let Amazon match up search terms and keywords or a manual campaign where you enter a list of chosen keywords for your product.

Along with keywords, you can also choose to target specific products. You can advertise a single product or group of products and target either an item category or specific product listings. When you win a bid on a targeted ad your product will appear on the competing product’s listing. Category ads appear in the same place as product target ads, but they also appear when someone is perusing that category. You can set filters on product targeting ads to target listings that are non-prime products, by star ratings, and by price ranges.

Sponsored Brands

Sponsored Brand ads have three variations, product collection, store spotlight, and video ads. They debut products in your brand store, the brand store itself, or a specific product with a video attached. These ads help build brand recognition and advertise more than singular products. The product collection and store spotlight are similar, you can select a range of products from your brand store that will appear at the search header sending the customer to the store. Product collection ads are different because they can lead you to a listing page or store. It also appears in more areas, the search header, footer, and competitor listings. The video ad centers more on a specific product as you can only attach a product listing landing page. It appears in the middle of searches and auto plays without audio, though audio can be turned on. It is a good chance to tell a brand story while displaying a product.

Sponsored Display

Sponsored Display campaigns use auto-generated displays that have a similar Amazon look. You can target by product or by audiences, these include picking certain listings or categories and targeting customers who viewed them, shoppers that searched keywords related to your product, or shoppers who previously purchased the product your advertising. This ad is the one with the farthest reach to potential customers because based on the options you chose for your ad it can appear in several places. It can appear on product listings, across other Amazon pages, and can even reach audiences off of Amazon on third-party publishers. The benefits are obvious here; reaching more eyes is always a good thing for products and brands.


 

We encourage implementing all of these ads to reach as many customers as possible. This will ensure more sales if you also pair that with good keyword research and campaign strategies. Leave us some feedback on your ad experiences, and if your brand needs help selling on Amazon contact us here at Avalanche!

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