In the same way Google and Facebook are effective advertising platforms for marketers, Amazon presents opportunities to reach consumers. Amazon Media Group (AMG) offers a variety of ad options such as direct display and video on Amazon properties including Amazon.com, Kindle, and IMDb — options that will prove valuable as part of a smart marketing strategy.
Within AMG, Amazon offers Amazon Marketing Services (AMS) and Amazon Advertising Platform (AAP). AMS is Amazon’s self-serve marketing platform, which enables advertisers to buy ad units on Amazon.com search results. AAP is Amazon’s programmatic platform that empowers advertisers to market to specific audiences using display ads outside of Amazon.com.
Within Amazon Marketing Services, there are a few different types of ads to go to market with.
AMS and AAP are often seen as the most accessible tools for performance marketing. With AMS, marketers are able to target their ads in order to reach new customers, increase discoverability and awareness and drive more sales. Within AMS, there are a few different types of ads to go to market with:
Sponsored Products: This pay-per-click ad type allows marketers to promote products with keyword-targeted ads on Amazon.com. These are typically a lower funnel tactic as marketers can control the keywords they bid on and how much they want to spend on bids. These ads are more targeted by showing up in relevant searches and usually return a higher return on ad spend (ROAS).
AMS experts such as Rise Interactive will get programs off to a strong start.
Headline Search Ads: These are targeted ads that appear in prominent locations on both desktop and mobile. These ad types are also keyword-targeted, but are more customizable with a headline and logo within the ad creative. These ads drive to a custom landing page or the brands’ Amazon Store. Since these ads are not driving to a specific product detail page, they typically drive middle-of-funnel traffic and a mid-range ROAS.
Product Display Ads: These ads are a little different than those above, as they can be targeted based on a shopper’s interest or a specific product. Product Display Ads appear just below the “add to cart” button and are a strong tactic to get shoppers to add items and increase their cart value. Marketers can take advantage of this by targeting competitor products and piggybacking off of them. This ad type is higher funnel and produces a lower ROAS.
Whether just starting with Amazon marketing, or with an established program in place, it’s important to have a clear strategy. Learning more about how partnering with AMS experts such as Rise Interactive will get programs off to a strong start can prove beneficial, as will keeping these three areas of consideration top-of-mind when advertising on Amazon:
1. Focusing on the right products
Identifying core products that drive the majority of a brand’s profits or revenue will help achieve goals. The 20/80 rule focuses on the 20 percent of products that drive 80 percent of revenue or profit. It’s possible to better understand how to optimize the advertising placements (sponsored products, headline search ads and product display ads) by testing ad copy, images and the mix of products featured in each placement. Once advertisers have optimized placements for core products, it’s easier to then scale out into additional products.
2. Finding opportunities to scale via testing
Unlike traditional search engines like Google and Bing, AMS does not yet offer impression volume metrics. Without impression volume metrics, it’s more challenging for AMS marketers to understand exactly how many potential search opportunities emerge to show an ad. In order to determine if advertisers can push more spend on a given product, they should start by testing on higher bids. In this way they might find they’re able to drive more impressions, clicks and revenue at an acceptable efficiency. Testing with different bids and budgets across the different AMS ad types (sponsored products, headline search ads or product display ads) will demonstrate whether certain ad types can drive incremental revenue with incremental bid increases.
3. Remembering to retarget
Customers who are actively searching might not be ready to convert at that exact moment. Justas advertisers retarget website visitors and push creative messaging with specific products added to shopping carts with banner ads, brands can apply the same strategy with Amazon using AAP. Before AAP, marketers only had a line-of-sight into their customers’ activities when those customers were on the brand’s website. Now marketers have the ability to reach new, highly engaged Amazon shoppers and push them towards purchase.