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Amazon Ad types – Can you be doing more? 

In today’s highly competitive e-commerce landscape, leveraging Amazon’s advertising solutions is crucial for driving brand visibility, increasing sales, and reaching your target audience effectively. we will explore the different types of Amazon ads, their unique features, and the best practices for optimizing your ad campaigns. Let’s dive in!

Amazon PPC Ads

Sponsored Product Ads

Sponsored Product Ads are one of the most popular and effective advertising solutions on Amazon. These ads appear within search results and on product detail pages. By targeting specific keywords relevant to your products, you can increase their visibility and attract potential customers. With Sponsored Product Ads, you pay on a cost-per-click (CPC) basis, ensuring you only pay when someone clicks on your ad.

These ads often appear as a singular product within the search results. This makes them effective converters as shoppers often mistake the sponsored product for a popular product because they appear above the organic results. 

This makes sponsored product ads great for gaining momentum quickly and expanding the visibility of your product. Sellers will often use this ad for new product launches to gain information for keyword and audience research!

To create a successful Sponsored Product Ad campaign, start by conducting thorough keyword research. Identify keywords relevant to your products with a high search volume. You can use Amazon’s keyword research tools or third-party software to discover valuable keywords. 

Once you have your keywords, create compelling ad copy that highlights the unique selling points of your products. Optimize your bids to ensure your ads appear in relevant search results and adjust them based on performance data.

Sponsored Brands

Sponsored Brands, formerly known as Headline Search Ads, are designed to enhance brand visibility and drive brand awareness on Amazon. These ads showcase your brand logo, a custom headline, and multiple featured products. They are displayed above search results, allowing you to capture the attention of shoppers searching for specific keywords related to your brand or products.

When setting up a Sponsored Brands campaign, choose keywords that align with your brand and target audience. Craft a compelling headline that highlights your brand’s value proposition and encourages clicks.

It’s recommended to feature a selection of your best-selling or most relevant products to attract potential customers. Sponsored Brands campaigns also provide valuable insights and performance metrics to help you optimize your advertising strategy.

Sponsored Display Ads

Sponsored Display Ads provide an excellent opportunity to target specific products, categories, or interests. These ads can appear on product detail pages, customer review pages, and the Amazon home page. With Product Display Ads, you can reach potential customers who are actively researching or considering similar products to yours.

To create a successful Product Display Ad campaign, identify the specific products, categories, or interests that align with your target audience. 

By selecting relevant targeting options, you can ensure your ads are displayed to the right customers at the right time; craft compelling ad copy highlighting your products’ unique features and benefits; monitor the performance of your ads, and make necessary adjustments to optimize your campaign’s effectiveness.

Coupon Ads

Coupon Ads are a unique type of Product Display Ad that offers an additional incentive to shoppers. By offering a discount coupon on your product, you can encourage potential customers to choose your brand over competitors. Coupon Ads can help boost conversion rates and attract bargain-conscious shoppers.

To create an effective Coupon Ad campaign, choose products that are suitable for offering discounts. Determine the discount value and duration that will entice customers without compromising your profitability. 

Craft compelling ad copy that communicates the coupon offer and its benefits. Then continue to monitor the performance of your ads and adjust the coupon value or duration to maximize conversions.

In a recent survey by Amazon, it showed that over 70% of shoppers will wait for a product to be on sale before purchasing! It may not be the most cost-effective to have coupons all year round, but including coupon ads around special holidays or as incentives to loyal customers can help build brand awareness and increase repeat purchases!

Video Ads

Video Ads provide an engaging and visually compelling way to promote your products. These ads can be displayed within search results, on product detail pages, and even on Amazon-owned websites and mobile apps. With the power of video storytelling, you can effectively showcase your brand, product features, and benefits to potential customers.

When creating Video Ads, focus on creating high-quality and attention-grabbing videos that resonate with your target audience. Keep your videos concise and impactful, highlighting the key selling points of your products. Leverage captivating visuals, persuasive narratives, and clear calls to action. Optimize your videos for different devices and screen sizes to ensure optimal viewing experiences.

For more information on how to create and optimize successful video ads take a look at our guide here!

Custom Ads

Custom Ads allow you to display highly tailored and personalized ads to your target audience. With Custom Ads, you have enough flexibility to create unique ad experiences that align with your brand’s messaging and design. These ads are displayed across various Amazon-owned properties and reach customers on and off Amazon.

When utilizing Custom Ads, focus on delivering a cohesive and consistent brand experience. Leverage your brand’s visual elements, such as logos, colors, and fonts, to create a seamless ad experience. Craft compelling ad copy that aligns with your brand voice and resonates with your target audience. Use personalized targeting options to reach specific customer segments and maximize ad relevance.

Amazon Posts 

Amazon Posts are a relatively new ad format that allows brands to share curated content on their Amazon Store and related product detail pages. They could be considered Amazon’s attempt at merging social media with online retail by giving brands an extra avenue to spread information about their brand and products.

With Amazon Posts, you can engage shoppers with lifestyle images, product recommendations, and brand stories. These ads can create a sense of community by connecting people with your brand and reaching potential customers. Posts on their own are not powerful enough for brands to maintain a significant presence on Amazon but utilized alongside PPC ads, they can be very useful!

To use Amazon posts, you must be a vendor or seller in the US and be part of the Amazon Brand Registry! Assuming you meet the requirements, sellers can create a profile using their brand logo and get posting.

When creating Amazon Posts, focus on delivering visually appealing and informative content. Showcase your products in real-life scenarios and provide additional information that helps shoppers make informed purchasing decisions. Include clear calls-to-action that direct shoppers to your product listings or Amazon Store. 

Regularly update and refresh your content to keep your brand top-of-mind. Remember, consumers are most likely to shop from brands they feel connected to, so have a clear brand message and good products.

Amazon Audio Ads 

Amazon Audio Ads are a relatively new advertising format that allows sellers to reach customers through audio content. With this ad format, you can connect with customers using Amazon Music, Audible, and other third-party audio platforms across devices, but these are mostly delivered on Alexa-enabled devices. 

These ads are unskippable and last for 10-30 seconds, which has masses of potential. Amazon has given you a space to win a sale through a consumer locked in for half a minute. You want to hook them in quickly and have them wanting to immediately learn more about your brand and products.

The interactable quality of these ads means you have the potential to make immediate sales from relevant consumers wherever they are and whatever they are doing by responding to Alexa’s CTA. 

Sellers on and off Amazon can use Amazon audio ads, but they must liaise with an Amazon account executive and have a minimum budget of $50 000! 

Lockscreen Ads

Lockscreen Ads is a unique ad format available on Amazon’s Kindle e-readers and Fire tablets. 

These ads appear when users unlock their devices, which provides an additional touchpoint to reach potential customers. These ads can help generate brand awareness, drive traffic to your product listings, and increase sales before consumers start scrolling.

To utilize Lockscreen Ads effectively, consider the demographics and interests of Kindle and Fire tablet users. For example, this would be the perfect place to advertise your newest book releases or bundles! You have a head start knowing Kindle products are often used to read e-books!

Create visually appealing and attention-grabbing ad creatives encouraging users to click through to your product listings. Target specific keywords, products, or interests to ensure your ads appear to the most relevant audience. This way, you will ensure your romance book isn’t shown to consumers who predominantly read horror! As a result, the ads are relevant, giving them a better chance of converting. 

Not only that, these ads are pay-per-click, which means you will only pay when a customer clicks on the ad. Meaning, unless you receive interest in your product, you will not be charged for the impression, making it highly cost-effective for sellers on a smaller budget.

Amazon Live

Amazon Live is a live-streaming video experience that enables brands to interact with potential customers in real time. With Amazon Live, you can showcase your products, answer questions, and provide demonstrations to engage and convert viewers. These live-streaming sessions create an authentic and interactive shopping experience, fostering trust and driving sales.

To leverage Amazon Live effectively, plan engaging and informative live-streaming sessions. Prepare a script or outline to ensure a smooth presentation and maximize the impact of your live videos. Interact with viewers, address their questions and concerns, and provide real-time offers or promotions to incentivize purchases. 

Promote your Amazon Live sessions in advance to generate anticipation and attract a larger audience since it is not always the first place consumers look during the research phase. 

Even though it is not an ad type created through the ad console, it can be effective at leveraging influencer marketing. Although, if this is the route you want to take, I suggest utilizing the social platform the influencer already uses to get the best content from them.

The videos produced from the live stream could be used on your listings and other promotions even if you don’t get as many viewers as you’d like! However, it could be time-consuming and less effective than other forms of advertising since it isn’t as popular as TikTok Lives, for example.

Optimizing Amazon Ad Campaigns

Regardless of the ad types you choose to utilize, optimizing your Amazon ad campaigns is crucial for maximizing their effectiveness. Here are some best practices to consider:

  • Conduct thorough keyword research to identify relevant and high-performing keywords.
  • Continuously monitor and analyze campaign performance metrics, such as impressions, clicks, conversions, and return on ad spend (ROAS).
  • Regularly optimize your ad copy, bidding strategies, and targeting options based on performance data.
  • Split-test different ad variations to identify the most compelling messaging and visuals.
  • Leverage negative keywords to refine your targeting and ensure your ads are displayed to the most relevant audience.
  • Utilize Amazon’s ad campaign management tools and features, such as automatic targeting and suggested bids, to streamline your optimization process.
  • Regularly review and update your product listings, ensuring they are optimized with relevant keywords and compelling product descriptions.
  • Monitor your competitors’ ad strategies and identify opportunities to differentiate your brand and products.

Final Thoughts

Understanding the various types of Amazon ads can significantly impact your brand’s success on the platform. 

The variety of ad types available to sellers offers unique opportunities to reach your target audience, increase brand visibility, and drive sales.

By following the best practices mentioned in this guide and regularly optimizing your ad campaigns, you can maximize the effectiveness of your Amazon advertising efforts and achieve your business goals.

Remember, as the e-commerce landscape evolves, staying up-to-date with new ad formats and features is essential. Continuously monitor industry trends, experiment with new strategies, and adapt your approach to leveraging the latest Amazon advertising opportunities.

If you want to explore different ad types, but you don’t have the time, then you may want to consider an agency like us! At Clear Ads, we take the stress of advertising out of your hands and work with you to produce the most effective campaign strategy for your business!

We have helped hundreds of brands excel through digital advertising and would love to work with you! Our experts will work with you to find the best combination of ad types to effectively promote your products and brand.

If you are interested in taking more time for yourself and taking your business to the next level, then request a callback today! 

See how we can help you maximise revenue from your ad spend

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