In today’s teeming markets, standing out from your competitors who may be selling the exact same product as yours is challenging. Here, the right advertisements are crucial for a business to generate awareness and expand reach in the competitive marketplace.
For instance, on Amazon, there can be many products in the same category as yours, making it difficult for your product to show on the first page. In that case, different Amazon ad types can help your product reach the top searches so you can get enough traffic or sessions on your product. In this article, we will walk you through the different Amazon advertising solutions and how to utilize them to varying levels of your marketing funnel.
1. Amazon Lock Screen Ads
Amazon Lockscreen ads refer to a type of advertising available to Kindle Direct Publishing (KDP) authors and Amazon book vendors. These ads operate on a cost-per-click (CPC) model, allowing authors to promote their ebooks directly to customers.
Lock Screen ads appear on Fire Tablets and Kindle devices’ lock screens, targeting readers based on their interests and genres. Authors have control over setting bids and budgets, paying only when customers click on their ads. The ads utilize custom text to glimpse the ebook, enticing potential readers and potentially increasing sales. The individual author or vendor can determine the advertising budget for their Amazon Lockscreen ads based on their marketing goals and available resources.
2. The Amazon PPC Ads
Amazon Pay-Per-Click (PPC) is an auction-style system where sellers bid on keywords relevant to their products. So, when a customer uses those keywords in their search, the ads with the keywords with the highest bids are displayed on search results or detailed product pages.
Sellers only pay an advertising fee when a customer clicks on the advertisement. Additionally, bid amount, ad quality, and competition influence cost per click. Under Amazon PPC, there are three ad types, i.e., Sponsored Products, Sponsored Brands, and Sponsored Displays, which we will discuss next.
- Amazon Sponsored Display Ads
Amazon Sponsored Display ads allow sellers to promote their products through auto-generated campaigns with customizable targeting options and budget settings. This self-service platform enables sellers to reach relevant customers on and off Amazon.
Sponsored Display ads are highly efficient and beneficial for sellers and vendors, simplifying the retargeting process compared to Amazon DSP, which is a demand-side platform allowing sellers to engage off-Amazon audiences and bring them to Amazon. These campaigns provide easy access to display inventory without the stringent regulations of Amazon DSP.
- Amazon Sponsored Brands
The Sponsored Brands section is a part of CPC (cost-per-click) ads that showcase your brand logo, a custom headline, and multiple products. When clicked, these ads direct customers to your storefront or landing page, providing a complete view of your products. Alternatively, you can drive traffic to a specific product listing, especially when using video ads.
Amid the distractions on Amazon, such as numerous product options and competitors’ ads, paying to have your brand listed as a Sponsored Brand enables you to create a customized branded shopping experience that lets you stand apart from the clutter on the search results page.
- Amazon Sponsored Products
Amazon Sponsored Products are renowned as high-quality offerings on the platform, exclusively available to sellers who have earned good ratings and positive reviews and demonstrate reliable fulfillment and timely delivery.
Sponsored Products seamlessly blend into Amazon’s organic search results, often camouflaging as regular listings. Shoppers may not even realize they are viewing an advertisement. Like Google ads, Sponsored Products allow you to select your preferred, use specific keywords or product attributes, and set a CPC (Cost-Per-Click) amount. Your ad becomes eligible to display when shoppers search for the targeted keywords or products.
Endnote
Amazon ads are crucial in boosting sales performance and enhancing product visibility. They contribute to improving your sales history and provide valuable insights into consumer habits and interests. By leveraging these ads, you can gather data that helps you understand your target audience better and develop strategic campaigns tailored to their preferences. This enables you to effectively reach and engage with your desired customer base, ultimately driving growth and success on the Amazon platform.
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