In 2020, Amazon decides to expand its advertising options with new beta versions.
Since the possibility of advertising was first introduced in 2008 on Amazon, notably through sponsored products, advertising approaches have developed by adding sponsored brands (Sponsored Products, formerly called “Headlines Ads” ) and Sponsored Display, which Amazon calls the Sponsored Display.
Today we are not only seeing an increase in these types of campaigns, but also an expansion of their beta options. While all of these changes may seem difficult to keep up with, understanding all of the advertising possibilities Amazon has available to you will undoubtedly help you create the best possible strategy for your e-commerce .
In this guide, we’ll take a closer look at the 3 categories of advertising that will help you run effective and profitable campaigns on Amazon: Sponsored Products, Sponsored Brands, and Sponsored Display.
Sponsored products are the first type of advertising made available by Amazon.
These advertisements or announcements appear on the search results page and on the product pages. This type of ad is perfect if you are looking to increase your sales on Amazon and adding sponsored products into your marketing mix can help you achieve that. Sponsored ads do not require advertising copy, so your Cuba Email List product image and the title you choose will remain the determining elements of this type of campaign. Be sure to select the best possible photo quality and a catchy title accordingly.
Sponsored products can be used by 3 kinds of sellers: “third party” sellers, in other words independent, “vendor” sellers, who benefit from the “sold by Amazon” label, and sellers of classic books or KDP (Kindle Direct Publishing ).
For your ad to be shown, you must win the “Buy Box” which gives your product the visibility you want. Thus, your ad will not automatically enter the auction if someone else has this “holy grail”.
There Are Two Types of Sponsored Product Campaigns:
The so-called “automatic” campaigns
They are similar in many ways to Google Shopping ads. You just need to enter the product (s) that you want to see promoted on Amazon, and the algorithm of the American giant Amazon chosen as a large the keywords associated with the dissemination of your product.
So, it is worth checking out the Amazon Search Terms report for manual campaign keyword research. This report will show you how Amazon’s algorithms categorize your product.
If the keywords in your search term don’t match your product, work on updating your descriptions, titles, and backend keywords, which you can add to your product listing to improve. its visibility. In case you see a keyword that is not related to your product, add it as a negative keyword in your automatic and manual campaigns.
The So-Called “manual” Campaigns
There are two types of targeting for manual campaigns:
The first is keyword targeting. These manual campaigns are similar to CPC (cost per click) type campaigns. For these campaigns, create ad group themes, select keywords that relate to the themes, and you still have to manually adjust your keyword-by-keyword budgets. Similar to what is done in Google Ads and Microsoft Ads, keyword types include exact keywords, keyphrases, and broader queries.
Be careful though, because the keywords on Amazon and Google vary. For this reason, you should do some Amazon specific keyword research with the help of tools like Sonar, Keyword Tool for Amazon, etc. Amazon will also offer you some keyword suggestions when setting up your ad group, so take the time to check if those match what is desirable for your campaign.
The second type of targeting is called product targeting, and it’s a very recent feature offered by Amazon. You will now be able to target specific products, categories and brands. If you identify products individually, there are several ways you can create a targeting list. You will be able to use Amazon’s suggestions, or perform a search by taking the product name, according to the following types of lists: ASIN (Amazon single item number) or SKU (stock keeping unit), or even download a CSV file (text file) using the template / template from Amazon. If you target categories, you can refine your targeting based on brand, price, or review star ratings.
Sponsored Brands Offer Types of Ads that Vary in Layout and Targeting.
If you are part of the Amazon brand registry, which is otherwise great for protecting your brand, just use the brand analysis reports done by Amazon to create product targets. The functions offered, such as Item Comparison and Alternate Purchase Behavior will allow you to observe which products are most viewed with your product and which product the customer ultimately chooses after. have seen yours.
Unlike other Amazon ad campaigns, Sponsored Brands allow you to include a small, 50 character paragraph that you write yourself. These ads can run either on an auto-created landing page, your store, or a designated store landing page for your store.
It is really recommended to create your online store in order to take full advantage of Sponsored Ads type ads, but if you do not already have an e-shop, it is not a drama, because it is possible to create everything. likewise a “Sponsored Brand Product Collection”, ie a collection of products.