There are more than nine million sellers marketing more than 350 million products on Amazon, and that number only continues to rise as consumer confidence in the e-commerce platform grows. Achieving success on Amazon requires a multi-faceted approach that includes the utilization of targeted Amazon Ads through Amazon Advertising (formerly known as Amazon Marketing Services).
At Teknicks, we use a systematic and targeted approach to Amazon Ad design and deployment. We analyze consumer behavior, pain points, and opportunities to deliver a customized approach for your business. Our Amazon Advertising Services team knows there’s no such thing as a ”one-size-fits-all” solution to product promotion on Amazon. That’s why we use a combination of ad strategies tailored to the unique needs and sales targets of each client.
See how our AIM Methodology (the same process we use for Amazon, Salesforce, and Shutterfly) produces extraordinary results that can be applied to grow your business.
Connecting With Consumers Through Search
Amazon helps shoppers find what they are looking for using a powerful internal search engine in much the same way that Google delivers its search results. Amazon search results are largely based on keywords and phrases that are used to generate product listings that match the user’s intent.
Our Amazon Advertising Services experts conduct in-depth keyword research to analyze keyword search volumes, click-through-rates, and conversion rates to identify the keywords and phrases that deliver optimal performance. We also cross-reference this data against keywords used by the competition to spot opportunities for our clients.
How Amazon Ads Work
The majority of Amazon Ad products work on a cost-per-click (CPC) basis. This means you only pay when an Amazon shopper clicks on your ad. The cost of that click is then based solely on the value of the targeted keyword(s). This allows sellers to scale their ad budget based on actual sales rather than projected sales, which is ideal for Amazon vendors who want complete control over their ad budget.
Headline ads, also known as Sponsored Brands, are Amazon’s top funnel keyword-driven banner ads that appear at the top of Amazon’s search results page. These ads are prominently placed ”above the fold,” providing advertisers with the opportunity to capture consumers with a combination of graphics and text. Sponsored Brand ads will feature your brand logo, a custom headline and up to three of your products.
While Sponsored Brand ads are designed to target customers for specific search terms or keywords, Amazon Display Ads focus mainly on either a specific product category or shared interest, enabling vendors to leverage Amazon’s extensive consumer database. Display Ads allow vendors the opportunity to compete head-to-head by ensuring their listing appears directly under the buy box. This approach can also be used to promote complementary products, such as toner for a printer, HDMI cables for a television, or tea to accompany a teapot.
Display Ads are available in various formats including Amazon websites, apps and devices, as well as sites and apps not owned by Amazon. Display Ads are sold on a CPM (cost-per-thousand impressions) basis and prices can vary depending on the format and placement.
Sponsored Product Ads
Amazon Advertising also offers a cost-per-click Sponsored Products program. This advertising option appears on search results pages and product detail pages, helping drive sales and product visibility. Sponsored Products are available for professional sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies. Products must be in one or more eligible categories and be approved for the “Buy Box” to advertise.
For example, used and refurbished products are currently not eligible for Sponsored Products ads. The Buy Box is the box on a product detail page where customers begin the purchase process by adding items to their shopping carts or immediately checking out. Amazon uses performance-based criteria to determine your Buy Box eligibility and placement status.
Every brand has a compelling story and video is a great way to share it with potential customers. Your Video Ad will be embedded within high-quality content across the Internet as well as trusted environments, including Amazon sites and devices. Once a Video Ad is clicked, the customer can be directed to a product page on Amazon, your business’ website, or another destination on the internet.
If your business is looking for a unique advertising opportunity, Amazon offers Custom Ads, regardless of if they sell products on Amazon. Custom Ads are just that – customized to your specific business goals.