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Objectives: increase sales, attract traffic to product pages
Sponsored Products ads appear on Amazon and help promote specific products in shopping results and relevant product pages. When a customer clicks an ad, they are directed to the corresponding product page. Sponsored Products is available to professional sellers and vendors.
Objectives: boost brand awareness, increase sales across the entire catalog
Sponsored Brands ads appear on Amazon and allow you to create ads that include multiple products, along with your brand logo and a custom headline. Shoppers can be directed from your Sponsored Brands ad to a selection of products or to the brand’s Store. Sponsored Brands is available to vendors and sellers registered in Amazon Brand Registry.
Objectives: quickly create display ads, reach audiences on and off Amazon
Sponsored Display ads help you engage audiences who either showed interest in categories related to your promoted product or viewed your your product’s detail page but did not purchase. You can also target specific products or categories that are similar or complementary to your promoted product. Sponsored Display is available to vendors and sellers registered in Amazon Brand Registry.
Objectives: maximize engagement through a tailor-made brand experience, build customer loyalty
Stores is a free self-service solution that aims to promote a brand and its products in an engaging and interactive way. A Store allows you to showcase your best sellers and seasonal collections, publish videos or tell the story of your brand. The user experience can be customized using automatic widgets. Stores is available to vendors and sellers registered in Amazon Brand Registry.
Sponsored Products are cost-per-click (CPC) ads that promote individual product listings on Amazon. In just a few minutes, you can create a campaign, even if you've never advertised before.
There are several strategies when it comes to selling products on Amazon where advertising is one of them. We at “company’s name" provide advertising services where the campaign manager are experts in running sponsor ads. These ads are shown upon Amazon’s (e-commerce portals) online platform. This proven advertising method brings your ads in front of potential customers, increasing your chances for them to purchase your product. The three ad format include running sponsored on Products, brands and display. The ads appear in the regular search results on e-commerce portals and let users know that they are 'sponsored' within the ad. Whichever campaign type you end up picking, it is vital to optimize your product listings. The best way to sun a sponsor ad is to first choose an ad format for the products you have chosen and finally selecting the correct enhanced keywords search which would give the products to be visible among the top rated products. Seeing that most consumers are now confined to their homes due to the recent COVID-19 outbreak, it is all the more critical for businesses to make the most out of Amazon Sponsor Ads.
Introduction to Amazon Sponsored Ads
What are sponsored ads? How do they work?
Sponsored ads target shopping queries or products, and can occupy high-visibility placements on Amazon (for example, on the first shopping results page and on product pages) and off Amazon.
when you type in a keyword in the Amazon search box and results appear, some of the top results will be sponsored posts – these are considered Amazon ads. They are denoted with subtle “sponsored” or “ad” text like in the image below.
Advertisers who want to gain more visibility to their products on Amazon can pay for these positions by bidding on specific keywords, which will lead to higher visibility in the Amazon SERPs. The advertiser will then be charged when a shopper clicks on their ad. You can essentially see Amazon’s advertising platform as the Amazon version of AdWords. Amazon ads can also appear on individual product pages. For example, when looking at the water bottle below I can see an add for sunglasses on the far right hand side of the page.
However, there are many types of Amazon ad options beyond these sponsored search posts, some of which we’ll explore in this guide.
Should I Advertise on Amazon?
Are you selling a tangible product that consumers can purchase online? If the answer is yes, then the answer is yes, you should be advertising on Amazon! Amazon will just supply you with another way to get more eyes on your products and likely more buyers. If you’re hesitant, then start small with a product that you already know sells well online. For instance, if you sell sports gear and tennis rackets have always been your top-selling online product, start with an ad for your top-selling racket. Once you start to see an ROI with this ad, incorporate more brands and types of rackets to expand your campaign. Another compelling reason to advertise on Amazon is that if you’re doing Amazon PPC, your organic Amazon rankings will likely improve as well. “We’ve repeatedly seen that organic ranking has been considerably improved for those keywords that were used successfully in Amazon PPC ads,” says Sellics. “This is in part due to extra sales that have been generated by ‘Amazon AdWords’ enhancing the sales history of the product. Sales history is a very strong ranking factor. If a product sells better, then Amazon will place it higher up in the ranking of search results.” So not only is it possible to boost your product sales by investing in Amazon ads, but it could also boost the organic rankings of your products. Could life get much better?
Amazon Advertising Costs
So how much do ads on Amazon run? According to Rob Sieracki at Practical Ecommerce, the average cost per click on Amazon is rarely more than $0.35, making it more cost-effective on a CPC basis than search ads on AdWords or Bing Ads and comparable to some of the lowest CPC’s on Facebook ads or Google display. Considering that Amazon searches show a lot of commercial intent, those are promising numbers! (Later in this guide, we’ll share some tips to help lower your Amazon advertising costs.)
Self Serve Ads vs. Premium Ads
When you begin exploring Amazon’s public advertising information pages you might be a bit confused on the difference between self-serve and premium ads in the two sidebars shown below:
The simplest way to explain the difference is that self-service ads function like Google search ads displaying on the search result pages (like the screenshots I included above), where premium ads function more like display ads. While premium ads can still be found on Amazon, they show up as more visual banner and side bar ads like the one below. They can also appear on other websites, similar to how Google’s Display Network works.
Getting Started with Amazon Ads
To start advertising on Amazon you’ll first need to sign into your seller or vendor account.
Types of Amazon Ads
So you have some nice banner ads for branding purposes from your creative team that you’d love to promote, but you’re also looking to simply drive more e-commerce sales with Google Shopping like ads. Luckily, you’ve come to the right place because Amazon provides options! There are three main types of ads you can configure through Amazon including sponsored products ads, headline search ads, and product display ads.
Amazon Sponsored Product Ads
Sponsored product ads operate similar to ads run through the Google Shopping Network. These are the ads that drive Amazon searchers directly to a specific product you’re selling on Amazon. When shoppers click on your sponsored product ad, they’ll be directed to the ads product detail page. Sponsored product ads are typically displayed above or below the search results page, as well as on other product detail pages. These ads are keyword-targeted, and advertisers have the option of choosing from exact, phrase, or broad match types. Advertisers also have the control of setting a daily budget, as well as the campaign duration. While the campaign can be paused at any time it must run for at least 1 day.
Headline Search Ads
Headline search ads display in the search result pages as headline banner ads always above the result listing, like the example below. These ads are cost-per-click, and lead searchers to any specified page on Amazon.
This landing page is typically a customized branded page like the one below that Casper Sleep directed me to when I clicked on their headline ad.
These ads are also keyword targeted, and can be used to promote 3 or more products together. Headline search ads also use a cost-per-click method where the minimum bid per keyword is $0.10. There are also only two keyword match-types supported for headline search ads – exact and phrase match. Lastly, the minimum campaign budget for these ads is $100, with a limit of $1 spent per day. Campaigns can be scheduled to run up to four months in advance.
Amazon Product Display Ads
Lastly, we have product display ads that work a bit differently then the two ad formats above. These ads are not keyword targeted, but rather interest or product targeted display ads. They drive shoppers to the products detail page and are also priced by a cost-per-click method. Advertisers can select from a long list of products (for example, similar products to what you’re selling) or interests (for example, if the shopper is interested in running) to target these ads to relevant shoppers. It’s important to note that each campaign is limited to one target type. These ads can appear to the right or at the bottom of the search results, on the customer reviews page, at the top of the offer listings page, as well as in Amazon marketing emails.