Do you want to increase your sales and visibility whilst creating brand awareness – but don’t know where to start?
As a full-service agency for Amazon, we are aware that the world of advertising on Amazon can be overwhelming at first. You probably have many questions.
What types of ads can you run? How does PPC on Amazon work? Don’t worry, we’re always happy to help – let’s deal with your concerns.
Essentially: Amazon Advertising is Amazon's advertising program. With Amazon’s Advertising (formerly known as Amazon Marketing Services or AMS), your products can be advertised using various formats or advertisements at key points on Amazon's search results pages and product detail pages. The whole thing works similarly to SEA (Search Engine Advertising) with Google Ads. The pay-per-click (PPC) or cost-per-click (CPC) principle applies to all different campaign types – i.e. advertisements are paid for per click , meaning advertisers only pay whenever the ad is clicked on.
Amazon Advertising is designed to help sellers and vendors reach buyers in every buying phase of their customer journey on Amazon.
Depending on the campaign type that is selected, the advertisements are displayed at different prominent positions on the search results page or product detail page - where they can be seen by potential buyers and act as an additional incentive to buy. This way, sellers on Amazon can massively increase the visibility of their products through ads, and therefore potentially significantly increase their sales figures and turnover. The advantage over other PPC marketing is that most Amazon users already have an intention to buy when they are looking for a product. A purchase is, therefore, more likely to convert with this type of ad than it would be with a typical Google search query. Those who manage to put their product in the spotlight with a well-placed advertisement, are most likely to increase their profitability and sales.
The bottom line is: placing advertisements on Amazon through PPC campaigns offers great potential returns for every seller/vendor and has many advantages for the brand and products on sale.
An increase in market share and sales may also result in a ranking improvement on the Amazon results pages. For example, anyone who increases the sales rate (conversion rate, CVR) of their products with successful and optimized Amazon Advertising campaigns improves the “performance” of these products, which is classified as a positive ranking factor by the Amazon algorithm. Therefore, they will receive an organic boost across the board.
In addition to organic traffic via Amazon SEO, advertisements are a great way of increasing the visibility of a product.
Quite simply, Amazon Advertising offers 3 different advertising formats or paid advertising offers. The following display models can be created on Amazon:
All of these campaign types offer different strategies and methods of targeting customers.
Amazon Advertising with SPA is probably the most commonly used ad type. SPA uses specific keyword and product targeting to promote specific products. This variant is particularly suited for a product launch since the organic traffic to new products is often very low at this stage yet is needed to increase visibility. These ads appear for matching keywords (alongside other products that appear organically) either directly below Sponsored Brand ads or above and between the organic search results on the search results page. SPA ads can also be placed in the “product carousel” on Amazon’s product detail pages and therefore are hardly perceived as advertisements by the customer.
Sponsored Brands Ads, formerly known as headline search ads, are also keyword-targeted pay-per-click ads. Unlike Sponsored Product Ads, where only one product is advertised at a time, Sponsored Brand ads feature up to three products at a time. You may also showcase your brand and logo, and even link to the Amazon Brand Store. The self-service ad is displayed in the form of a banner above the organic results and Sponsored Product Ads. This variant is particularly suitable if you want to put your top sellers in the spotlight or if you want to increase overall awareness of your brand.
Sponsored Display Ads use product-based and interest-based targeting – here, for example, the interests of selected target groups are used as the basis for displaying the ads. These ads are not based on keywords – instead, they are shown to users when they match the customer’s interests. Sponsored display ads are displayed below or next to the buy box on Amazon product detail pages so that the potential customer is reached at the crucial moment within the customer journey before they are committed to a competitor’s product. With this advertising variant, it is also possible to incorporate a logo or advertising text.
We offer strategic advertising campaign support that creates long-term success on Amazon.
Our PPC experts also push your rankings with effective Amazon advertising and PPC campaigns so that you can keep up with the big-brand competition on Amazon. We will find individual advertising solutions for you and support you in the planning, structuring, implementation, and analysis of your advertising campaigns.
Do you want to save valuable time on complex Amazon campaign optimization, or do you simply need some support? Let our experts get the job done and enjoy new success and breakthroughs for your Amazon business. We deeply understand all the challenges you will face and can look after your Amazon campaigns with care.
Before you start an Amazon PPC campaign, we strongly recommend a professional optimization of your product detail pages and listings (title, bullet points, A+ content, product images, keywords). If a potential customer is forwarded to the advertised product detail page, everything must be exactly right to avoid a high bounce rate – after all, you don’t want to increase advertising costs unnecessarily – but instead are aiming to generate as many sales as possible per click.
We are here to help you every step of the way. Together we will achieve your marketing goals and get the most out of your PPC campaigns!