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AMAZON PPC – ADVERTISING

Make your products stand out, stay in customers’ minds and stand out from the competition

Amazon Advertising

Whether it’s a small start-up or an international corporation, advertising on Amazon is one of the most important factors in becoming successful on Amazon and staying that way in the long term. Even the smallest budget is well spent, because advertising for products with optimized content generates additional sales and thus additional profit for you as a seller. In addition, your products benefit from increased visibility and more page views, which has a positive impact on organic ranking. Organic ranking is about the position in the Amazon search results. We therefore inform you about the different aspects of Amazon Advertising.

 

Amazon PPC

For newcomers to Amazon advertising, it is first important to understand what Amazon PPC is all about. Amazon PPC or Pay per Click means that you as an advertiser do not have to pay for placing an ad until a user clicks on the corresponding ad. Ads on Amazon are based on exactly this principle. For the most part, they are visible when customers are searching for specific products. But don’t worry: Even with many clicks on an ad, the price you have to pay as a seller can’t shoot up to infinity. There is an upper limit for the budget, which you can set yourself. Once this is reached, however, the ad will no longer be displayed for the rest of the day.

 

Werbeformen für Amazon Advertising

There are different formats through which you can advertise on Amazon: Sponsored Brands, Sponsored Products, Sponsored Display, and Stores. Below you’ll find details on each option. If you also want to learn how to create an ad campaign and how much it costs, you can find more details in this post from our blog.

Sponsored Brands

Your brand is above all: The Sponsored Products form of advertising on Amazon is reserved for brand owners. Consequently, you must also be registered for it in the Amazon trademark register. It is also particularly important for visibility, as the corresponding ads are placed directly below the search bar. They show at least three of your branded products and an individual claim, which can be defined by yourself. This way, you significantly increase the visibility of your brand on Amazon and can already give customers an insight into your portfolio during the search. By clicking, they will be redirected either to your own Amazon store, to a link you have defined or to another landing page. We design appealing sponsored brands campaigns and place them based on the most promising keywords to reach your customers in the best possible way – and turn interested parties into customers. By the way, you can find instructions on how to create a Sponsored Brands campaign in our blog.

 

Sponsored Products

The classic form of advertising on Amazon is also the one most frequently used by advertisers. Among other things, these ads appear on the search results page, for example above and below the organic hits. Based on self-defined keywords and click price bids, Sponsored Products campaigns can be played out profitably. Daily monitoring, bid adjustment and keyword selection are essential for this. We take care of all this for you. Sponsored Products ads are recognizable to customers by the colored “sponsored” lettering. They can be created by sellers or vendors and lead Amazon users directly to an Amazon listing.

Sponsored product ads are especially worthwhile if you have just launched the items. In addition, using Sponsored Products ads can be useful if a product gets few organic hits in Amazon searches. Moreover, you have several options on how you want to set the ads: First, you can let Amazon set the keywords. Secondly, you also have the option to select the keywords for your campaigns yourself. This option is ideal if you want to achieve optimal results. We are happy to help you select the right keywords. We do this systematically and also use Helium 10 software. Thirdly, you can also specify the product category in which you want your ad to be shown. For detailed instructions, you can find all the information here.

Sponsored Display

The Sponsored Display ads are the successors of the Product Display ads. This advertising option enables advertising both on and off Amazon. This allows you to target customers in the familiar Amazon design. You can choose which targeting you want to use. The ads are visible to customers below the Buy Box. At this point, we would like to refer to our blog post in which we explain how you can secure the Buy Box using seller-specific product links. You can find all the information here. In turn, when customers see the Sponsored Display Ads on external sites, they will always find the indication that it is a product sold on Amazon. Also, it is important to mention that unlike Sponsored Brands ads, you do not need a registered brand on Amazon to run Sponsored Display Ads. It is also useful that customers who may have been on the verge of buying your product can be retargeted. This increases the chance of a successful sale. We will be happy to advise you and set up Sponsored Display Ads for your products. Feel free to contact us without obligation! Alternatively, you can read about how to set up the ads in this post.

 

Stores

The Sponsored Display ads are the successors of the Product Display ads. This advertising option enables advertising both on and off Amazon. This allows you to target customers in the familiar Amazon design. You can choose which targeting you want to use. The ads are visible to customers below the Buy Box. At this point, we would like to refer to our blog post in which we explain how you can secure the Buy Box using seller-specific product links. You can find all the information here. In turn, when customers see the Sponsored Display Ads on external sites, they will always find the indication that it is a product sold on Amazon. Also, it is important to mention that unlike Sponsored Brands ads, you do not need a registered brand on Amazon to run Sponsored Display Ads. It is also useful that customers who may have been on the verge of buying your product can be retargeted. This increases the chance of a successful sale. We will be happy to advise you and set up Sponsored Display Ads for your products. Feel free to contact us without obligation! Alternatively, you can read about how to set up the ads in this post.

Amazon Advertising Optimization

Ads on Amazon not only need to be created according to certain criteria. It also requires constant optimization in Amazon Advertising, as the dynamics can change continuously. The success or failure of ads depends on the structure of your campaign or targeting, for example. Keywords are another crucial criterion. They contribute to your products having the best possible visibility on Amazon and thus being seen by many users. To identify the best keywords, we use Helium 10’s all-in-one software. The tool suite includes several tools that are particularly useful in terms of good keywords: Magnet lets you search the Helium 10 database based on a main keyword and find the most relevant keywords that match your main keyword. With Cerebro, on the other hand, the search is based on an ASIN. However, since the two tools often output very long lists of keywords, you can use Frankenstein to make the optimal selection and then use it for your advertising campaign.

However, it’s not just about finding good keywords and inserting them once in the ad. For a successful advertising campaign, you must always check whether you are still using the best keywords and then replace them if necessary. Our keyword experts will be happy to advise you and help you find the right keywords for your Amazon Advertising campaign. With us, you stay up to date accordingly and always have optimized ads.

Important key figures

By the way, you should avoid throwing your entire advertising strategy overboard after just a few days without success. For precise analyses, you need to evaluate more data. There are various parameters for analysis. The click-through rate tells you what percentage of Amazon users clicked on your ad. This value should be accordingly high. The Cost per Click value also calculates how much you have to pay for an ad when a customer clicks on it. The Advertising Cost of Sale is the ratio of advertising costs and the resulting revenue. Furthermore, the conversion rate informs you about how many customers clicked on your ad and subsequently ordered your product.

Amazon Advertising Conclusion

Overall, there are several options for Amazon merchants to advertise: Sponsored Brands allows registered brand owners to showcase their brand, while Sponsored Products is used to showcase individual products in the best way possible. Sponsored Display also allows ads on Amazon as well as on external sites. This allows you to target customers who have previously clicked on your items but have not yet been convinced to buy. Stores also offers the opportunity to highlight your brand story and special features. Good advice is always recommended when creating ads in any of these areas. Especially when it comes to the ongoing optimization of the corresponding keywords. So feel free to write to us if you have any further questions about Amazon Advertising! With our years of experience in creating advertising campaigns on Amazon, we will be happy to assist you!

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Steffen Hartmann 

Managing Director
[email protected]

MadeByBrain MBB GmbH
Bonifaciusstr. 7
99084 Erfurt

Telephone: 0361 – 42 289 430
E-Mail: [email protected]