Your products face huge competition on Amazon. Most shoppers never look past the first page of results. A good strategy that uses the right Types of Amazon Ads is how you will win.
Amazon Ads are a powerful kind of digital marketing. They help sellers like you promote products right on the Amazon platform. With targeted ad campaigns, businesses can increase product visibility. This also drives more traffic to their product pages and helps boost online sales.
This guide will show you the different types of Amazon Ads. You can learn how to find the perfect ad strategy for your business. We will discuss paid advertising together. So let’s get started!
Why Use Amazon Ads?
To grow your business on Amazon is a challenge. You need a way to stand out from the millions of other products. That is where Amazon Ads become a must-have tool for sellers. They give your brand a major advantage over the competition.
Here are the top reasons to use them.
- Gain Unmatched Visibility: The marketplace is very crowded. Ads provide a shortcut to the first page of search results. This is key because most shoppers never look past page one. They are a smart way to get your product noticed.
- Drive High-Intent Sales: Shoppers here are ready to buy things. Your ads place products directly in front of active buyers. This leads to more clicks and much higher sales. They are a powerful tool to drive more revenue.
- Build Your Brand: These ads help your brand become memorable. They can feature your logo and brand story for all to see. This consistent presence builds trust and helps with recognition.
- Discover What Works: The ad platform provides very useful data. You can learn what keywords shoppers use to find products. This information helps you make smarter business decisions.
What Are the Different Types of Amazon Ads?
Now that you know the many benefits of Amazon’s ads, it is time to look at the different kinds. To choose the right ad is a key step for your business. It is almost like you select the right tool for a specific job.
Here are the different types of ads:
- Sponsored Products
- Sponsored Brands
- Sponsored Display
If you are a new seller, you should start with Sponsored Products. They are simple to use and get your items in front of shoppers. These ads can appear right in the search results or on other product pages. They are a good way to boost your sales for just one item.
You can then try Sponsored Brands, which are perfect for telling your company’s story. These ads show your brand’s logo and a custom headline. They also let you feature several products at once.
These ads appear in a very prominent spot at the top of search results. This is a smart way to make your brand a name people remember.
When you want to reach customers outside of search, you can use Sponsored Display. These ads follow people who have already visited your product pages. They are a great way to show your ads to people on other websites or apps.
This strategy helps to bring back customers who may have left without buying. It is a powerful tool to stay in a customer’s mind. You can mix and match these ads to create a winning strategy for your business.
Detailed Breakdown of Types of Amazon Ads
To choose the right ad is a key step for your business. It is almost like you select the right tool for a specific job.
Let’s now get into the details of each of these ad types. It is important to know the unique features each one has. The ads work differently, so you must understand when to use them.
Sponsored Products
This ad type is the most common kind on the Amazon platform. It promotes a single item to a large number of shoppers. A Sponsored Products campaign is a good way to begin your advertising journey.
These campaigns are simple to use and provide great returns for your business. This advertisement can show up right in the search results. A Sponsored Product can also appear on a product page or at the bottom of a category page.
When a shopper clicks on the ad, they are taken right to your product listing. You only pay a fee when a shopper clicks your advertisement. This makes it a very cost-effective way to get more sales. The campaigns have no minimum spend, which is perfect for a new seller.
Benefits:
Let us look at the main benefits of this ad type:
- Direct Sales for Specific Items: This type of ad helps increase visibility for a single item. The campaigns are good for driving quick, direct sales for a product you want to sell more of.
- Increased Visibility and Ranking: Sponsored Products are a good way to get your item on the first page of search results. A higher position helps increase its organic ranking over a period of time.
- Cost-Effective and Flexible: An advertiser only pays a fee when a shopper clicks their ad. You get to control how much you spend with daily budget options. This makes the advertising tool great for a business of any size.
Sponsored Brands
This particular ad type is all about telling a brand’s story. It helps you build a name for your brand. This advertising method features your logo and a custom headline. An advertiser can showcase a whole line of products at once.
Sponsored Brands are a powerful way to make your brand stand out. These brand campaigns appear in a very prominent spot at the top of a search page. They are often the very first thing a shopper sees. You must have a brand that is registered with Amazon to use this feature.
An advertiser can customize the headline to be clever and memorable. You can also feature a video that tells your story. This helps make a lasting impression on a customer.
Benefits:
The main benefits of this campaign are a good way to improve your sales.
- Strong Brand Awareness: These ad campaigns are not just about driving sales for a product. Sponsored Brands are great for building brand awareness. The ad formats help you make a lasting impression on a new customer. These campaigns also help you build a good reputation for your brand.
- Showcase Your Brand and Products: This tool lets you show your brand’s unique logo and a custom headline. You can also show multiple items in a single ad unit. This helps you tell a richer story than a single-item ad. The ads help you build a strong brand presence on the platform.
- High-Visibility Placements: Sponsored Brands get a prime spot at the top of a search page. This means that many shoppers will see your ad, even if they do not click on it. It is good for getting your name out there.
Sponsored Display
This specific ad unit is smart because it finds customers and follows them around to remind them about your product. It can appear on Amazon and on many other websites too.
A Sponsored Display ad can show up on product pages and in other apps. The ad format uses Amazon’s shopping data to find the right shoppers. You can target people who have looked at your items before.
You can also target shoppers who have looked at products similar to yours. This advertising can run on and off Amazon.
Benefits:
You can get many benefits from using this particular ad program.
- Effective Remarketing: Remarketing is a main use for these campaigns. They can help you bring back customers who left your page without a purchase. You can also use them to sell more items to people who have already bought from you. For example, a customer who bought a camera might see an ad for a memory card. This is a very effective way to get more sales.
- Reach Shoppers Everywhere: This ad tool can reach customers wherever they are. A Sponsored Display campaign appears on Amazon and on thousands of other apps and websites. This helps you stay in a customer’s mind even after a shopper leaves the Amazon store.
- Smart Automation: The ads are automatically generated. They use your product images and titles to create the ad for you. This makes the campaign very easy to set up. It saves a lot of time for a business.
Amazon DSP
Amazon DSP is a very advanced ad program. It is a way to buy and place advertisements across many websites and apps. The service is perfect for larger brands that need a wide reach. The platform uses technology to buy ad space for you.
This process is called programmatic ad buying. It is much faster and more efficient than a manual process. The ad system helps you place your ads in the best spots at the right time. The program gives you many options for targeting customers.
Benefits of Amazon DSP:
Here is a quick look at the main benefits you can get:
- Massive Reach: This advertising service helps you get your brand in front of a very large group of people. You can reach customers on Amazon, Twitch, IMDb, and many other websites. It lets you get your message out to a very wide audience.
- Advanced Targeting: You can target people based on what they search for or buy. You can also target people based on their interests or life events. It is a good way to find shoppers on and off Amazon. This helps you reach new customers who might not even know about your brand yet.
- Full-Funnel Marketing: You can use this program for many different goals. You can use it to build brand awareness or to drive a direct sale. It is a very flexible platform that helps you grow your business at every stage.
Video Ads
Video is a powerful way to tell your brand’s story. It grabs a customer’s attention. This ad format can be a good way to stand out from other sellers. Video ads can appear in search results, on product pages, and in other apps.
They also show up on Amazon’s streaming services like Fire TV and Prime Video. A video advertisement can be short and simple, or longer and more detailed. The best videos tell a story without any sound.
The video content should be clear and show your product in use. You can also use subtitles to help your message get through.
Benefits of Video Ads:
Here are the main benefits that you can expect to get:
- High Engagement: A good video can make a customer feel an emotional connection to your brand. The format is excellent for brand engagement. People spend more time watching a video than reading text.
- Show Products in Action: A video lets you show how a product works in a real-life situation. This helps a customer understand the product better. It helps them feel more confident about a purchase.
- Stand Out from the Crowd: Most ads are just pictures or words. A video ad helps you stand out from the competition. It makes your brand look more professional and exciting.
Audio Ads
This campaign type is for shoppers who are not looking at a screen. It helps you reach customers through sound.
Audio ads play on Amazon Music between songs. They can also play on Alexa-enabled devices. A customer can be doing something else while your ad plays for them.
The audio content needs to be clear and easy to understand. It should tell the customer about your product or brand quickly.
Benefits of Audio Ads:
You should know about the main benefits of this ad type:
- Reach Customers at New Moments: Audio ads help you reach a person at a different time in their day. You can get in front of a person when they are cooking or exercising. The ad format is effective in a way that is different from a visual ad.
- No Visual Competition: This advertising has no visual competition. The listener is focused on the sound. This helps your message get through to them with no other distractions.
- Complement Other Campaigns: Audio ads can work well with your other campaigns. For example, you can target people who listen to a certain kind of music. You can also use them to reinforce a brand message you already have in other ads.
Device Ads
Device ads are a very unique way to reach customers. The campaigns get your brand on Fire TV and Echo Show devices. This type of advertising helps get your brand name in front of people in their daily lives.
This ad also appears on the home screens and screen savers on Amazon’s devices. The ads can show up on the lock screen of a Fire tablet. This is a very passive way to build awareness for your brand.
Benefits of Device Ads:
The main benefits of this ad type are clear:
- Highly Targeted Audience: This advertising is shown to people who own a specific type of Amazon device. This helps you reach a very targeted audience. You can get in front of people who are likely to be tech-savvy.
- Passive Brand Awareness: Device ads are seen by customers even when they are not actively looking to buy something. This helps you build brand awareness over time. It is a good way to get your brand name in a customer’s mind.
- A Unique Ad Format: This is a much different ad format than a regular search ad. It helps you stand out from other advertisers. It is a good way to get your message out in a new, exciting way.
Choose the Right Amazon Ad Type for Your Business Goals
To choose the right ad is a lot like selecting the right tool for a job. You would not use a hammer to cut a piece of wood. In the same way, you must know your business goal before you pick an ad type. An ad works best when it matches what you want to achieve. It is important to have a clear goal in mind.
Here is a look at what to use for each business goal.
Goal 1: Drive Product Sales
If your main goal is to sell a specific item, you need to use ads that put your product right in front of shoppers. The best tool for this is Sponsored Products. This ad type is simple and sends a customer directly to your product page.
The ads appear right in the search results. They are a good way to get a new item its very first sale. You can use this ad type for your best-selling items too. This is a very effective way to get more sales quickly.
Goal 2: Build Brand Awareness
If your main goal is for more people to recognize your brand, you should use ads that tell a story. You should use Sponsored Brands for this purpose. These ads feature your company logo and a custom headline.
The ads are a good way to build a brand name that people remember. They give your company a professional look. You can also use video ads here to tell a richer story.
Goal 3: Retain and Re-engage Customers
If you want to get a customer to return and buy again, you should use ads that follow them around. The best tool for this job is Sponsored Display.
These ads appear on and off the Amazon store. They are a great way to remind a customer about a product they looked at before. This strategy helps you bring back customers who left without a purchase.
How to Set Up Your Amazon Ads Campaign
The next step is to set up a campaign for your business. It is a very important step to ensure your ads are a big success. Here is what you need to know about setting up a campaign.
- To begin a campaign, choose a type of ad to run. This is where an advertiser must select Sponsored Products, Sponsored Brands, or Sponsored Display.
- The products for promotion in an ad must be selected next. For Sponsored Brands, a few items can be featured at once. For Sponsored Products, one item must be chosen to display.
- The next step is to create a name for the campaign. A clear name helps an advertiser find the campaign later. A daily budget for the campaign must be set. This is the most money a business wants to spend in one day.
- An advertiser must choose keywords with great care. A keyword is a word shoppers use to find an item. An advertiser can enter their own keywords for a manual campaign. This helps a customer find the ad in a search.
- Product targeting is also a great option. This means an ad will show up on a competitor’s product page. An advertiser can pick specific competitor pages to target.
- A bidding strategy is the next important step. A bid is how much money an advertiser wants to pay for a click. An advertiser can set their own bids or let Amazon set them.
- The ad must have a very compelling copy. The copy is the text that appears on an ad. A person must write a headline that is clear. It should also grab a customer’s attention.
- The last step is to review the campaign settings. When an advertiser is ready, the campaign can be launched. An ad will then start to appear on Amazon for shoppers.
Frequently Asked Questions(FAQs)
If you’re new to Amazon Ads, you might have some questions about how to set up and optimize your campaigns. Here are some common queries that can help clarify the process and improve your ad performance.
You don’t need a big budget. Many sellers start with $10-$20 per day. Test different campaigns, then increase your budget once you see which ads bring real sales.
Yes, but indirectly. Ads don’t change search algorithms. Instead, they boost traffic and sales. Strong sales signals tell Amazon your product is valuable, which can improve its organic ranking over time.
If your ads aren’t showing, check if your bids are too low, your daily budget has run out, or your product listing was disapproved. Fixing these issues usually restores ad delivery.
Automatic campaigns are great for beginners since Amazon picks keywords for you. Once you learn which searches convert, switch to manual targeting. This gives you more control and better long-term results.
Amazon Ads start showing impressions within hours. But meaningful results, like clicks and sales trends, usually take a few days. Running campaigns for at least one to two weeks provides clearer performance data.
Falling Behind with Amazon Ads? Brand’s Bro Fixes the Holdup!
Many Amazon products look ready, but they don’t reach buyers’ eyes. That’s not a product fault. It’s an ad problem. Without the right setup, keywords, and targeting, Amazon won’t send traffic.
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