Amazon has brought about a transformation in the marketing industry and has changed the way customers shop for goods. Business entities should realize that Amazon platform is a revered marketing platform because other than helping brands sell their products, they sell convenience and processes. Customers can find their way into Amazon’s platform through several marketing channels, including email marketing campaigns, Associates program, portal advertising, and sponsored searches. People who are new to the Amazon advertising venture or those considering marketing their products through Amazon need to understand several important factors.
What is Amazon advertising?
Amazon is the largest e-commerce platform that allows brands to market their products. Besides selling products, the platform will enable advertisers to display their ads. You will find these ads while searching for products, as suggested products, or as banner-displays. Amazon will only charge you after customers show interest in your ad by clicking on the product, but it does not charge for views.
Advertising brands will decide the maximum amount of money they would like to pay for every click on their ads on Amazon. You should note that the higher the amount you pay, the higher the number of times Amazon will display your ads.
Understanding Amazon acronyms
If you want to market your products on the Amazon platform, it would be essential to understand several Amazon advertising acronyms. Such acronyms include:
- Amazon Marketing Services (AMS): This acronym denotes tools that help merchants compete effectively against other similar brands. Through AMS, advertisers pay per click, and the tool offers three types of PPC products, including Product Display Ads, Sponsored products, and Headline Search ads.
- Amazon Advertising Platform (AAP): This advertising platform is available directly by Amazon as a managed service or through accredited agencies as a self-service portal. Through this platform, marketers can connect with Amazon users through various apps of third party sites such as mobile banner ads, desktop/mobile banner display ads, and video ads.AAP goes hand-in-hand with DSP, which stands for Demand Side Platform. DSP helps advertisers target Amazon users off the Amazon platform, and it helps in building brand and product awareness.
Types of Amazon Ads
Amazon provides a variety of marketing advertisements to suit the needs of every marketing company. They include sponsored product ads, headline search ads, and display ads.
Sponsored products ads
This type of Amazon ads allow the marketing company to connect with Amazon customers as they search and click on advertised products. The sponsored product ads have specific keyword requirements, and you can choose these keywords for yourself, or allow Amazon to select the keywords for you. Merchants can benefit from these ads because they can promote item listing and then pair them with the items a customer is interested in purchasing.
These ads will appear on the relevant product pages or search results pages, and will quickly direct them to your product page or marketing store. The best thing about these ads is that you only pay when the customer clicks and views your products, and you can individually monitor the ad performances.
These types of Amazon ads use several channels to deliver the desired message to the right buyers. These channels can include Amazon sites, applications, and other third-party sites. You can choose to manage the marketing solely through the DSP console or hire marketing experts.
This Amazon marketing strategy is powerful because it allows marketers to connect directly with their customers. Amazon will guide the merchant, and they will connect with the desired audience, while also monitoring the results of the ad performances.
The best thing about Amazon’s marketing is that it generates massive traffic suitable for marketing. Those who advertise on Amazon will enjoy the benefits of marketing to a great crowd of people. Also, the customers on the Amazon platform are most likely to purchase your product.