What Is Amazon Ads?

What Is Amazon Ads?

As the digital landscape continues to evolve, brands are hard-pressed to find new methods for connecting with their consumers. Fortunately, Amazon offers an abundant amount of tools and consumer data that can be leveraged to create ads that are highly targeted and effective. Their Amazon Ads platform is a popular choice for many food and appliance brands looking to increase their visibility and sales on the world’s leading e-commerce platform.

In this guide, we’ll discuss how to use Amazon Ads to increase brand visibility and drive sales.

Amazon Ads: An Overview

Amazon Ads, sometimes referred to as Amazon Advertising, Amazon Marketing Services or AMS, is a platform that enables brands and businesses to advertise their products or services across Amazon’s vast network of websites. Marketers use it as a main source of traffic acquisition when selling products of any kind online.

Amazon Ads shares a competitive field with other online shopping channels, although none compare to the breadth of exposure it offers. Amazon Ads gives users the opportunity to target their marketing efforts and reach potential customers on what is still the most trafficked ecommerce platform on the web — Amazon.com.

How Does Amazon Ads Work?

Amazon Ads uses a pay-per-click (PPC) model in which advertisers can bid on keywords or phrases that their target audience is likely to search for. When someone searches for a keyword or phrase, Amazon Ads will display ads from competing sellers that are relevant to the search query. Whenever someone clicks on an ad, the advertiser pays a predetermined fee according to the bid price.

Amazon Ads also provides marketers with access to several tools such as keyword targeting, audience segmentation and product targeting. These features allow advertisers to refine their campaigns and target specific buyers who are likely to be interested in what they have to sell.

Why Amazon Ads Is So Effective?

In today’s age of retail media, Amazon Ads plays a big role in driving people to make online purchases. The far-reaching platform has the power to influence users across multiple touchpoints, from product searches and recommendations to display ads.

Amazon Ads also has tools for targeting shoppers who have already expressed interest in a particular product or category. This can be incredibly useful for brands looking to promote their own products — including to shoppers who have shown interest in a competitor’s product.

A Look at the Different Types of Amazon Ads

While Pay-Per-Click is the only way placements are priced on Amazon Ads, the platform has no shortage of unique means to promote products. See a brief overview of the different advertising formats available on Amazon Ads below.

Sponsored Products

Sponsored Products are linked to specific products and often appear at the top or bottom of a search results page. They help drive traffic from relevant searches to your product pages and can be targeted by keyword, product category, or ASIN.

Sponsored Brands

Sponsored Brand ad placements give businesses the opportunity to promote themselves in searches related to what they have to offer, or when users search for one of their competitors.

Video and Audio Ads

A self-explanatory ad category, video and audio ads are advertisements that appear in the form of a clip, and are often seen or heard on connected devices like the Amazon Echo. Video-based ads can also be shown on Amazon.com product search pages.

Benefits of Advertising on Amazon

There are plenty of programmatic advertising channels on the internet today. So what does your brand stand to gain by making Amazon Ads a part of its marketing strategy?

Take a look at these prospective benefits:

Cost-Effective Pricing Model

Amazon ads uses a cost-effective Pay-Per-Click (PPC) pricing model that only charges brands when users actually click an ad. This means you’ll only ever spend money on what you use; there’s less of a risk of wasting money on impressions that don’t convert into sales.

Exposure to a Massive Audience

Amazon’s unrivaled status in the ecommerce space makes it a great place to get brand exposure. The variety of ad options available can get your brand in front of millions of shoppers to foster increased name recognition, product visibility, and customer loyalty.

Useful Reports and Tools

The Amazon Ads platform gives you access to a wealth of consumer data that can be used to refine your strategy and maximize conversions. Up-to-date reporting tools provide a real-time view into how campaigns are performing, while powerful audience segmentation tools simplify the targeting process.

Data-Driven Insights

Amazon Ads’ comprehensive analytics tools can help you gain valuable insights into the performance of your campaigns so that they can be improved further. You’ll be able to identify which messages are resonating most with potential customers and adjust your approach accordingly.

Integration with Amazon Products

Amazon Ads has tools for targeting shoppers who have already expressed interest in a particular product or category. This can be incredibly useful for brands looking to promote their own products or those of a competitor.

Amazon Ads provides an invaluable opportunity for businesses to connect with their customers on a more personal level. With the right strategy in place, there’s no limit on what brands can accomplish with this market-leading platform.

Gourmet Ads: Your Amazon Ads Partner

Gourmet Ads, a Verified Amazon Ads partner provides a wide range of Amazon Advertising Services and since 2008, has been executing successful advertising campaigns for food and beverage brands. Ready to grow your brand on Amazon? Our team is ready to help!