Amazon advertising: What are the ads available to vendors?

Everyone knows that advertising on Amazon is essential if you want to improve your sales, but the options available to you depend on the account – Vendor or Seller Central. Seller central accounts allow brands to create Sponsored Product ads and Sponsored Brand ads. Whereas vendors are given more choice from Amazon. In addition to both the Sponsored ads which sellers use, they have access to Product Display ads as well. Below are the 3 types of ads which vendors can use and optimise to create an efficient Amazon advertising strategy.

Sponsored Products – These ads drive Amazon consumers directly to a specific ASIN. Sponsored Product ads are typically shown in the search results, but can also be shown on other product detail pages. These ads use a variety of targeting methods – keyword targeting, product/ASIN targeting or category targeting. When targeting by keyword, they can be broken down further by exact, phrase, or broad match keyword types. Advertisers can set up a daily budget to have control over ad spend. Advertisers only pay for a Sponsored Product ad if someone clicks on the advert. This is known as pay per click (PPC). A Sponsored Product ad generates the most success when creating awareness for a new product or producing more demand for products already selling well on Amazon but can only be used if you are winning the buy-box.

Sponsored Brand Shoes
2 Sponsored Product ads in front of an unsponsored Best seller listing
Hasagei Sponsored Brand Ad found above search listings

Sponsored Brands – Originally called Headline Search ads, Sponsored Brand ads highlight your brand rather than a specific ASIN by portraying your logo with three of your products. They are found above the result listings, can send the customer to a Store Page, and can also target via category or keyword. Similar to Sponsored Product ads, all match types can be used. Additionally, campaigns can be scheduled to run up to four months in advance. A Sponsored Brand campaign is most useful in generating awareness for your brand rather than the products themselves. The same as Sponsored Products, Sponsored Brands are Cost per Click (CPC). However, unlike Sponsored Product campaigns, Sponsored Brand ads can track new-to-brand customers.

Sponsored Display ads – Sponsored Display ads or Product Display ads are exclusive to a vendor account. Unlike either Sponsored ads, they aren’t keyword targeted. Instead advertisers can target specific products or categories or equally target shoppers with specific interests. They appear in multiple locations on Amazon such as product pages, on the customer reviews page, at the top of the offer listings page, and even in Amazon marketing emails. Due to the vast range of locations they can be shown, a Product Display ad is more likely to receive more impressions than other sponsored ads. However, they are less likely to make a conversion because they aren’t actively targeted toward high-conversion keywords. Instead, vendors should use them to show off their brand so it is best to consider them as a long-term investment. At the moment competition for these ads are low so it is best to start straight away and use them to pit your best selling product against your competitor’s and possibly steal some of their conversions.

A Product Display ad found underneath an ASIN's buy-box
Is your Amazon advertising strategy struggling to make a difference?

Keeping on top of your advertising on Amazon can be a big commitment especially when you aren’t seeing the results you want. A combination of all three ad campaigns will provide the best results for vendors. However, if you leave campaigns running without optimising them you might find yourself losing more money than you are making. Our staff of advertising experts know when an ad isn’t doing what it should do and understand what must be done to fix it. From keyword strategy, match type issues and high competition, Molzi’s PPC team can solve any challenge thrown at them. Contact us today to discover how we can help you with your advertising struggles.