Types of Amazon Ads Campaigns

Amazon Ads PPC is a FUNDAMENTAL tool for increasing visibility, sales on Amazon, and SEO positioning, but it requires careful management and a well-defined strategy to be effective and profitable.

1. Sponsored Products
• Description: Sponsored Products ads are the most common form of advertising on Amazon. These ads promote individual products and appear both in search results and on product detail pages. They are organically integrated into the shopping experience, making them highly effective.
• Advantages:
• High visibility: They appear in strategic locations such as the top of search results.
• Precise targeting: You can target audiences based on specific keywords or shopping behaviors.
• Budget control: You can set a daily and per-click budget.
• Recommended for: Sellers who want to boost immediate sales of specific products.
2. Sponsored Brands
• Description: Previously known as Headline Search Ads, Sponsored Brands ads allow brands to promote a set of products by highlighting the brand logo and a customized message. These ads are mainly displayed at the top of search results, capturing users’ attention from the very beginning.
• Advantages:
• Brand promotion: Ideal for enhancing brand recognition and loyalty.
• Premium visibility: By appearing at the top of the search results page, these ads capture high attention.
• Customization: Offers the possibility to include a customized message and showcase up to three products simultaneously.
• Recommended for: Established brands or those looking to build a stronger presence on Amazon.
3. Sponsored Display
• Description: Sponsored Display is a programmatic advertising option that allows sellers to reach buyers both on and off Amazon. These ads are shown to users who have viewed similar or complementary products and can appear on product pages, homepages, Amazon emails, and external websites.
• Advantages:
• Retargeting: Allows you to reconnect with customers who have shown interest in similar products.
• Extended coverage: Ads that are displayed not only on Amazon but also on other websites and apps within Amazon’s network.
• Automation: Targeting is automatically based on user behavior, making setup and management easier.
• Recommended for: Sellers who want to capture potential customers who have already shown interest in similar or complementary products.
4. Video Ads
• Description: Video ads on Amazon are a powerful tool for telling your brand or product story in a more visual and engaging way. These ads can appear on Amazon’s homepage, search results pages, product pages, and Fire TV.
• Advantages:
• High engagement: Video is a highly engaging format that can increase user attention time.
• Detailed explanation: Allows you to showcase product features and benefits more comprehensively.
• Versatility: Can be used in multiple locations within Amazon as well as on partner platforms.
• Recommended for: Brands that want to tell a more detailed and attractive story of their products or services.
5. Amazon DSP (Demand-Side Platform)
• Description: Amazon DSP is a platform that allows advertisers to purchase programmatic video and display ads at scale. With DSP, advertisers can reach audiences both on Amazon and on external websites through a partner network.
• Advantages:
• Exclusive audiences: Access to Amazon’s purchase data for precise targeting.
• Extended reach: Allows you to display ads to users on a variety of websites and applications.
• Advanced strategies: Offers automated purchasing options and real-time optimization.
• Recommended for: Large advertisers with experience in programmatic advertising who want to reach broader and more diversified audiences.