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What are Amazon ads?
Amazon Ads are the set of ads that are part of Amazon Advertising, a paid advertising system belonging to the world’s leading online sales website. In terms of operation, it is similar to other platforms such as Facebook or Google that also offer advertising systems.
Amazon Ads has several advertising mechanisms:
- Place ads in multiple locations.
- Audience targeting to show ads exclusively to certain types of users (depending on the campaign settings).
- Pay only when a user clicks on an ad (PPC).
- Display ads on portals associated with the company (DSP)
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Why use Amazon ads?
Amazon shopping is extremely popular, attracting a large amount of traffic every day. By using Amazon Ads it is possible to leverage this traffic to boost a business or company.
However, this is only one of the reasons why this platform can be very beneficial for marketing campaigns. If analyzed in depth, it is possible to find the following reasons to use it:
- Amazon’s algorithm has been refining for decades. Today, it is so well developed that it has a Collaborative Filtering Engine capable of grouping consumers into different categories and well-detailed profiles. This makes it possible to predict and influence buying behaviors, to leverage it in an advertising strategy.
- Its marketing offerings are not limited to Amazon, but are constantly expanding. It is the third largest advertising system on the planet, second only to Google and Facebook.
How does it work?
Amazon Ads works in a similar way to Google Ads. Payments are made only for clicks received on the ads. There are two ways in which you can have these ads displayed:
- Within the online store in different formats.
- On websites associated with Amazon. This method is called Amazon DSP and the ads are displayed in banner format.
Additionally, it is worth mentioning that the position in which the ads appear is determined by a bidding system. The budget that the company allocates to the ads will directly influence the result, so that the companies with the highest bid will have the first positions. However, there are other factors that influence this such as the keywords selected, the quality of the ads and the way the traffic is segmented.
Importance of keywords in Amazon
As is common in PPC systems, keywords have a great influence on the success of the marketing campaign. These are achieved through thorough research. Like Google, Amazon has its own SEO. In addition, keywords influence the possibility of creating higher ranking listings.
The selection of keywords is a laborious process that must be done very meticulously and objectively to ensure that they are able to meet the necessary objectives. During the research, factors such as affinity with the product or service, keyword performance and keyword search volume must be considered.
Keyword research is so important that if the most appropriate keywords are not identified, an advertising campaign will fail, even when the budget allocated to bidding is quite high.
How can we help you with your Amazon advertising strategy?
At MyContent we offer an Amazon Ads management service with which we can ensure that your advertising campaign will perform optimally. We are qualified to cover all the advertising mechanisms offered by the platform and the related management aspects.
What can MyContent do?
- Manage the Sponsored Products strategy to increase the visibility of your products to your target audience.
- We optimize the configuration to appear in the highest possible position on other product detail pages and search results.
- With the Sponsored Brands method we focus the attention of users on your brand, through a personalized header and a sample of one, two or three products ideal to show users the best image of your company.
- We can take care of designing images that meet Amazon’s compatibility guidelines, so that they stand out on the platform.
