When campaigns are implemented wisely, advertising on Amazon can yield great results. Due to an abundance of questions on this topic, I’ve decided to explore the basics of these advertising options in this blog. If you have additional questions, you can always ask our team. We are happy to help!
Sponsored product ads are aptly named. With these ads you can promote individual items you sell on Amazon. Your ad becomes eligible for display when search results match your chosen search words or phrases. It’s up to you whether you choose broad phrases or an exact word match. When clicked, these ads will link directly to your item’s page and are served on desktop and mobile, including the Amazon mobile app. Sponsored product ads must be run for a minimum of one day; however, you set the cost-per-click budget. To see if your items qualify, click here.
If you’re looking to create more brand or store awareness, sponsored brand ads are for you. More robust in size and content, sponsored brand ads feature your logo, a headline, up to three products, and visibility on desktop and mobile, including above the search results. These ads may link to your store, a custom or simple landing page, or the item’s page, depending on where the ad is clicked. Like sponsored product ads, these are cost-per-click. Check here to verify that your brand qualifies.
This advertising solution is new to Amazon and still in the beta test phase. With these ads you can promote your product on and off Amazon. After setting your bid and daily budget, Amazon automatically creates your ad—no need for keywords here. Amazon uses browsing and buying signals to target your audience. This helpful chart shows you how your audience selection determines ad placement.
Promote e-books available on Kindle E-reader and Fire tablet with lockscreen ads. When readers on connected devices click your ad, they are taken to your e-book’s detail page. If the reader is offline, they see a landing page with a summary of the book. These pay-per-click ads are great for interest or genre targeting. Learn more here.
Regardless of which strategy you choose, make sure you give your campaign enough time to work and plan on having to adjust it as you go. If DIY advertising isn’t for you, your friendly Amazon specialist is here to help.
Written by Cristin Burns || Amazon Specialist & Social Media Maven