Amazon advertising campaign: How to control them?

Introduction

With the increase in traffic on Amazon, the platform has become an essential space for brands. Nearly 55% of consumers start their product searches directly on Amazon, surpassing traditional search engines. This offers a unique opportunity for brands of position themselves directly where purchasing decisions are made.

However, launching an advertising campaign on Amazon is not that easy. It's a process that requires a thorough understanding of the platform, its advertising tools, and its audience. Brands need to not only attract the attention of consumers, but also convince them to buy. And in a space as competitive as Amazon, every detail counts.

In this article, we'll detail everything you can do with the Amazon ad campaign system.

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The different Amazon advertising campaign formats

Amazon offers 3 Amazon advertising campaign formats. Here we will discover the 3 types of possible campaigns.

Sponsored Products: promoting your products

Sponsored Products are one of the most popular ad formats on Amazon. They allow brands to promote individual products directly in search results and on product pages. These ads look like regular product listings, but with the “Sponsored” tag. They're charged on a cost-per-click basis, which means you only pay when someone clicks on your ad.

Sponsored Brands: building brand awareness

Sponsored Brands allow brands to promote themselves through personalized images or videos. These ads appear at the top, bottom, or middle of the search results, offering maximum visibility. They are ideal for building brand awareness and directing traffic to the brand page (Store) or specific product pages.

Amazon Display Ads: Reaching consumers outside of Amazon

Unlike the previous two formats that are based on CPC, Amazon Display Ads are display ads that can appear not only on Amazon but also outside of Amazon. These ads make it possible to target users based on their browsing and buying behaviors, thus offering the possibility of reaching consumers throughout their buying journey.

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Deciphering Amazon's advertising formats: What format for what purpose?

Sponsored Products: Why and when should you choose them?

Sponsored Products are ideal for promoting specific products, especially when they are new or on sale. They are perfect for brands looking to quickly increase sales of a particular product.

Sponsored Brands: The tool for building brand awareness

Sponsored Brands are preferred when the objective is to strengthen brand awareness as a whole or to launch a new line of products. They provide maximum visibility and allow traffic to be directed to a personalized brand page.

Amazon Display Ads: Reach a wider audience, even outside of Amazon

These ads are ideal for brands looking to build brand awareness and reach consumers at various stages of their buying journey, including those who have not yet visited Amazon.

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In conclusion

Amazon has become a key player in the world of online advertising. With its vast audience and sophisticated tools, the platform offers unique opportunities for brands. However, as with any form of Amazon advertising campaign, success on Amazon requires thoughtful strategy, meticulous execution, and a willingness to continually adapt and learn. With best practices and a consumer-centric approach, brands can not only increase sales, but also strengthen their presence and brand awareness on Amazon.

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