Scale Insights Team
Amazon Ads platform has become more powerful, but also more complicated over the years. Amazon Ads have become the third biggest ad platform in the world after Meta and Google, and Amazon has invested a lot of resources to develop its Ad Platform.
Open up any page on Amazon, and you'll notice almost 50% of the results are ads now. Knowing how to get your products in front of customers is the most important thing you can do as an Amazon seller, and ads let you be on page 1 on day 1.
Navigating Amazon Ad Types is pivotal for Amazon sellers, as the right advertising strategy can amplify product visibility and drive sales. With Amazon continually refining its suite of advertising tools, staying informed about each ad variant is necessary for any seller on the platform.
This guide provides a clear overview of your current advertising options, from Sponsored Products to Sponsored Display, arming you with the knowledge to make informed decisions in your ad campaigns.
Read through to unearth tactics that can transform the way you approach your marketing efforts on Amazon. Learn how to focus on smart, strategic moves that align with consumer behavior and marketplace trends.
Are you ready to unlock the potential of each ad type on Amazon? Let’s get started!
What Are the Amazon Ad Types?
If you're looking to promote your products on Amazon, there are several ad types available to help you reach your target audience. Here's a brief overview of the different types of Amazon ads you can use to drive sales and increase visibility:
Amazon Sponsored Products
Sponsored Products are the most commonly used type of Amazon ad. These ads appear in search results and on product detail pages, and they're designed to help you promote individual products. When someone clicks on your ad, they're taken directly to the product page where they can make a purchase.
Amazon Sponsored Brands
Sponsored Brands are another type of Amazon ad that can help you increase brand awareness and drive sales. These ads feature your brand logo, a custom headline, and up to three of your products. They appear at the top, middle, or bottom of search results pages and can help you stand out from the competition.
Amazon Sponsored Display
Sponsored Display ads are designed to help you reach customers who are browsing on and off Amazon. These ads can appear on Amazon product detail pages, customer review pages, and in the Amazon mobile app. They can also appear on third-party websites and apps that are part of Amazon's advertising network.
Stores
Amazon Stores are a free, self-service way for brand owners to create their own multi-page shopping experience on Amazon. With Amazon Stores, you can showcase your brand and products and create a more immersive shopping experience for your customers.
What are Sponsored Products?
Sponsored Products is one of the most popular ad types on Amazon. It allows you to promote your products within search results and on product detail pages. This ad type uses a pay-per-click (PPC) model, which means you only pay when someone clicks on your ad.
Some of its features include keyword targeting and product targeting.
Keyword Targeting
With Sponsored Products, you can target specific keywords that are relevant to your products. When a shopper searches for a keyword that you have targeted, your ad may appear in the search results. This type of targeting is great for reaching shoppers who are actively searching for products like yours.
To create a successful keyword targeting campaign, it's important to choose relevant and specific keywords. You can use Amazon's keyword tools to help you find the right keywords for your products.
Product Targeting
Product targeting allows you to show your ads on specific product detail pages. This type of targeting is great for reaching shoppers who are interested in products similar to yours.
To create a successful product targeting campaign, it's important to choose products that are similar to yours but not direct competitors. You can use Amazon's product targeting tools to help you find the right products to target.
What are Sponsored Brands on Amazon?
Sponsored Brands is an Amazon ad type that allows advertisers to showcase their brand and products at the top of search results. This ad type offers a variety of formats, including Brand Storytelling, Custom Image Ads, and Video Ads.
Brand Storytelling
Brand Storytelling is a Sponsored Brands format that allows advertisers to create a custom headline, logo, and up to three products. This format is perfect for building brand awareness and telling your brand's story. By showcasing your brand and products at the top of search results, you can increase visibility and drive more traffic to your product pages.
Custom Image Ads
Custom Image Ads is a Sponsored Brands format that allows advertisers to create custom image ads with their own branding and messaging. This format is perfect for promoting a specific product or offer. With Custom Image Ads, you can create eye-catching visuals that grab the attention of potential customers and drive more clicks to your product pages.
Video Ads
Video Ads is a Sponsored Brands format that allows advertisers to create custom video ads with their own branding and messaging. This format is perfect for showcasing your products in action and telling your brand's story through video. With Video Ads, you can create engaging content that resonates with potential customers and drives more clicks to your product pages.
Sponsored Display Ads
Sponsored Display Ads are a type of Amazon advertising that allows advertisers to promote their products to relevant audiences both on and off Amazon. These ads appear on product detail pages, customer review pages, and in the Amazon mobile app.
Audience Targeting
With Sponsored Display Ads, advertisers can target audiences based on their browsing and purchase behavior on Amazon. This means that advertisers can reach customers who have shown interest in similar products, making it easier to convert them into buyers. Advertisers can also target audiences based on their interests, demographics, and other factors.
Product or Category Targeting
Sponsored Display Ads also allow advertisers to target specific products or categories. This means that advertisers can promote their products to customers who are browsing or have purchased similar products. This type of targeting can be especially effective for cross-selling and upselling.
What Is The Amazon DSP?
Amazon DSP, or Amazon Demand-Side Platform, is a programmatic advertising platform that allows advertisers to buy display and video ads across Amazon-owned sites and apps, as well as third-party sites and apps. With Amazon DSP, you can reach your target audience with precision and scale, using Amazon's rich data and insights.
Unlike most of the other ways to advertise on Amazon, the DSP is usually not self service. You need to go through an Agency to get access to the DSP. Typically, they'll manage the ads for you, but it's possible to get self service if you work out a deal.
DSP Ads are meant more for "Branding" versus the more direct and sales oriented PPC platforms. The DSP also has a lot of unique placements that you can't access through any other platform.
Programmatic Advertising
Programmatic advertising is a type of advertising that uses automated technology to buy and sell ad inventory. With Amazon DSP, you can use programmatic advertising to reach your target audience in real-time, based on their behavior and interests. This means that you can show your ads to the right people, at the right time, and in the right place, increasing the chances of conversion.
Powerful Retargeting
One of the best features of the Amazon DSP is its extensive ability to retarget existing customers on and off Amazon. This is great for consumable products. It's also great to cross sell products.
Cross-Device Targeting
Cross-device targeting is a feature of Amazon DSP that allows you to reach your target audience across multiple devices, such as desktop, mobile, and tablet. This means that you can show your ads to your target audience no matter where they are or what device they are using. With cross-device targeting, you can create a seamless and consistent experience for your target audience, increasing the chances of engagement and conversion.
Audio Ads
Audio Ads are a type of Amazon Advertising that allows you to reach your target audience through audio content. These ads are played on Amazon Music, Audible, and other third-party audio streaming services.
Using Audio Ads, you can create a unique audio message that will resonate with your target audience. You can use this type of ad to promote your brand, launch a new product, or drive sales.
One of the benefits of Audio Ads is that they are non-intrusive. Unlike other types of ads that interrupt the user experience, Audio Ads are played in between songs or during natural breaks in the content. This means that your ad is less likely to be skipped or ignored by the listener.
To create an Audio Ad, you can work with an Amazon Advertising expert to develop a script and choose the right music to accompany your message. You can also choose to target your ad to specific audiences based on location, age, gender, and other demographic factors.
Conclusion
Mastering the various Amazon Ad Types is indispensable to any Amazon seller's toolkit. By leveraging the detailed insights and strategies in this guide, sellers can achieve a substantial improvement in their overall sales performance.
Remember that every ad type serves a unique purpose and when utilized correctly, can lead to significant gains for your business on the Amazon platform. Take the time to experiment with the different ad types, measure your results and refine your approach. The landscape of Amazon advertising is dynamic, and those who stay informed and adaptable are the ones who will thrive.
As you venture forth, consider each campaign an investment in your brand's future. Your success on Amazon is a few clicks away!
Frequently Asked Questions
What Are the 3 Types of Amazon PPC Ads?
Amazon offers three types of PPC (pay-per-click) ads: Sponsored Products, Sponsored Brands, and Sponsored Display. Sponsored Products show up in search results and on product detail pages. Sponsored Brands appear at the top of search results and feature a logo, a custom headline, and up to three products. Sponsored Display ads target shoppers who have viewed or searched for similar products.
What Is Amazon’s Most Common Form of Advertising?
Sponsored Products are Amazon's most common form of advertising. These ads appear in search results and on product detail pages. They feature a product image, a custom headline, and a tagline. When a shopper clicks on the ad, they are taken to the product detail page where they can make a purchase.
What Is Amazon DSP Advertising?
Amazon DSP (demand-side platform) is a programmatic advertising platform that allows advertisers to reach their target audience across Amazon-owned sites and apps, as well as third-party sites and apps. DSP ads can be display ads, video ads, or audio ads. Amazon DSP uses real-time bidding to ensure that advertisers get the best possible price for their ads.
Can You Provide Examples of Successful Amazon Advertising Campaigns?
Some successful Amazon advertising campaigns include the "Share a Coke" campaign, which used Sponsored Brands ads to promote personalized Coca-Cola bottles, and the "Prime Day" campaign, which used Sponsored Products and Sponsored Brands ads to promote deals and discounts for Amazon Prime members.
How Does Amazon Implement Video Advertising Within Its Platform?
Amazon offers two types of video ads: Sponsored Brands video ads and Amazon DSP video ads. Sponsored Brands video ads appear at the top of search results and feature a custom headline, a product image, and a video. Amazon DSP video ads can appear on Amazon-owned sites and apps, as well as third-party sites and apps. They can be in-stream ads (which play before, during, or after a video), out-stream ads (which play within an article or other content), or interstitial ads (which play between content).
