When it comes to reaching customers, brand visibility is a challenge for marketers. Digital marketing has opened up new opportunities for brands, and Amazon has become a prime target for e-commerce marketers. With more than 230 million users worldwide, the Amazon platform is an ideal space to launch branded products.
For many businesses, Amazon has proven to be a profitable sales channel with a high ROI. However, launching an Amazon marketing campaign isn’t as simple as uploading your product listing and waiting for the sales to roll in.
To get the most bang for your buck with your limited budget, you’ll need to strategically plan before diving into this channel, while also measuring and monitoring your progress along the way.
Amazon is among the top 10 most visited sites in the world, with more than 300 million active users. In fact, Amazon has grown so much that it’s now the third-largest search engine behind Google and Bing.
As a seller, you might be using amazon as your primary sales channel to reach your target customers. While selling directly from your own ecommerce website gives you complete control over your brand image and customer experience, selling on Amazon also has its perks.
The launch of an Amazon campaign can make all the difference between having a successful product launch or not. This article will explore what Amazon Marketing Campaigns are, their common types and how to successfully implement them for your business if you choose to sell on Amazon instead of creating your own e-commerce site.
What is an Amazon Marketing Campaign?
Amazon Marketing Campaigns are paid marketing strategies that help you increase your product ranking, boost your sales, and even drive new traffic to your product listing.
These campaigns fall into two main categories: Amazon Sponsored Products and Amazon Product Ads. Amazon Sponsored Products are paid search results that appear at the top of the search results page, above organic search results, and are targeted at people who are searching for a particular product or service.
There’s also Amazon Product Ads, which is a cost-per-click (CPC) model that lets you show ads for your products in relevant places, such as when customers are browsing product listings and reading product reviews.
Amazon Product Ads are especially helpful for new sellers who have yet to build up their seller reputation and don’t yet have enough sales volume to be eligible for Amazon’s Sponsored Products program.
Amazon Sponsored Ads
Sponsored Ads is Amazon’s self-serve advertising platform that allows sellers to place paid ads in front of their target customers and increase product/brand awareness. There are a few different types of sponsored ads you can create: product display ads, headline search ads, and product display ads.
- Product Display Ads – Product display ads incorporate your product images and the product description from your Amazon listing. Product display ads are best for selling products that are related to the ones you currently sell.
- Headline Search Ads – Headline search ads are short, attention-grabbing ads that appear at the top of Amazon’s search engine results page.They have a 70 character limit, so you have to condense your product message into a short, but compelling, headline. Headline search ads are best for increasing brand visibility, product/brand awareness, and product conversion rates.
- Product Display Ads – Product display ads incorporate your product images and the product description from your Amazon listing. Product display ads are best for selling products that are related to the ones you currently sell.
Amazon Product Ads
Amazon product ads are similar to Google AdWords and Facebook ads. Amazon product ads are cost-per-click ads that show up on the search results page and product detail pages. You might see them as the “Sponsored” or “Search Inside the Book” section on the right side of your screen.
You pay per click, and, unlike sponsored ads, you have no control over what content appears next to your ad. But, this is where Amazon product ads are most helpful for new sellers who have yet to build up their brand’s authority. Ads can be shown to people who are searching for your products, browsing through a particular category or shopping on Amazon’s mobile app.
Amazon Display Ads
Amazon display ads are image and text ads that are shown on different websites and apps. You can add your logo, product images and even a short product description. Display ads can be shown on websites and apps where an Amazon product is being shopped or talked about.
For example, if you sell kitchen appliances, you can display Amazon ads on cooking blogs and websites like Epicurious, Food Network and AllRecipes. Your ad may appear next to an article or a blog post, and it will show your image (logo), product title and price. These ads appeal to impulse shoppers who don’t necessarily know what they want.
Amazon Banner Ads
Amazon banner ads are simple and static ads that show your logo, product title and price. They are usually placed on websites and apps where your target customers are likely to be browsing. Banner ads are great for boosting your sales volume quickly.
How to Create an Amazon Marketing Campaign?
The first step is to choose which Amazon Marketing Campaign you’re going to employ. Depending on your strategy and the time and budget you have, you can create a mix of different types of Amazon campaigns.
For example, Amazon sponsored products are a good place to start if you have an established brand, or you’re launching a new brand. It’s a great way to boost your product ranking and increase exposure in the short term.
Sponsored Products can help you rank in search results, increase your click-through rate and boost sales. Make sure you create your ads and select the product targeting options in your account as soon as possible, at least 1-2 weeks before your product launch.
Amazon Display Network
Amazon’s display network is a network of third-party sites that are integrated with Amazon’s ad platform. These sites feature text-based display ads, including banner ads, skyscrapers, pop-ups, and full-screen ads.
You can run display ads on sites with your specific product, the best time to sell your product, or a brand related to your product. You can also target your campaign based on your product’s category, keywords, and purchase intent.
Amazon Shopping Ad Network and Product Ads – Product ads are another form of Amazon paid advertising that are tightly integrated with Amazon’s search results. This means that when someone searches for a product, your product ad will appear on the right side of the page. It will also appear on product detail pages, which is a great way to get more in-depth engagement with your target customers.
Amazon PPC (Amazon Sponsored Products)
Amazon Sponsored Products are paid search results that appear at the top of the search results page, above organic search results, and are targeted at people who are searching for a particular product or service.
PPC stands for “pay per click” and is a great way to boost your sales volume quickly and get ranked in the top spots in Amazon’s search engine results. The best part is that you only pay when someone clicks on your Amazon product listing and lands on your product detail page.
Conclusion
Amazon Marketing Campaigns are effective marketing strategies that you can use to drive new traffic to your product listing and increase your sales volume. There are many different types of Amazon campaigns, including sponsored products, product ads, and display ads.
You can create a mix of these campaigns, depending on your strategy and budget. Remember that Amazon campaigns can take time to build up, so don’t get discouraged if your sales don’t spike after the first week. It can take months to see the full benefits of your Amazon marketing campaigns.