Amazon Pay-Per-Click (PPC) advertising has become an essential tool for sellers looking to boost their sales and visibility on the platform.
With Amazon PPC ads, sellers can bid on keywords and pay only when a customer clicks on their ad. But with different types of Amazon PPC ads available, it can be challenging to choose the right one for your business.
In this article, we will take a closer look at the three types of Amazon PPC ads. We will discuss the differences between them and provide tips on how to choose the best ad type for your Amazon business.
The Three Kinds Of Amazon PPC Ads
Sponsored Products
Sponsored Products are the most commonly used type of Amazon PPC ad, and they are designed to help advertisers promote individual products.
These ads appear in search results and on product detail pages, and they feature a product image, title, and price.
To create a Sponsored Product ad, advertisers must first choose the product they want to promote and select the keywords they want to target.
Advertisers can use automatic targeting, which allows Amazon to choose relevant keywords for them, or they can use manual targeting to select specific keywords.
Sponsored Products are pay-per-click ads, which means that advertisers only pay when a customer clicks on their ad. Advertisers set a bid for each keyword, and Amazon uses an auction-based system to determine which ads will appear in the search results. The higher the bid, the more likely the ad is to appear.
These ads appear in highly visible locations on the Amazon website, making it easier for customers to discover new products.
Since advertisers only pay when someone clicks on their ad, Sponsored Products can be a cost-effective way to promote products too.
Sponsored Brands
Sponsored Brands, formerly known as Headline Search Ads, are a type of Amazon PPC ad that allows advertisers to showcase their brand and multiple products in one ad.
These ads appear above the search results on Amazon and feature a brand logo, a custom headline, and up to three products.
To create a Sponsored Brands ad, advertisers must have an active brand registered with Amazon’s Brand Registry program. They can then select the products they want to feature in the ad, create a custom headline, and choose a logo to represent their brand.
Like Sponsored Products, Sponsored Brands are pay-per-click ads, and advertisers only pay when a customer clicks on their ad. These ads are keyword-targeted, which means that advertisers must select the keywords they want to target.
By showcasing multiple products in one ad, advertisers can create a cohesive brand experience for customers and encourage them to explore their product offerings.
These ads also appear at the top of the search results, so they are highly visible and can help increase click-through rates.
Sponsored Display Ads
Sponsored Display Ads are a type of Amazon PPC ad that allows advertisers to reach customers both on and off Amazon. These ads can appear on product detail pages, in search results, and even on other websites and apps.
Sponsored Display Ads can feature images, text, and even video, and they can be targeted to specific audiences based on interests or behaviors.
To create a Sponsored Display Ad, advertisers must first choose the product they want to promote and select the targeting options they want to use. Targeting options can include interests, behaviors, and even specific products or categories.
Sponsored Display Ads can be either pay-per-click or cost-per-impression ads. Advertisers pay when a customer clicks on their ad or when their ad is displayed to a customer.
These ads can help advertisers reach customers who are interested in their products, even if they are not actively searching for them on Amazon.
As these ads can be targeted to specific audiences, they can help advertisers reach customers who are more likely to be interested in their products.
Advertisers can also use Sponsored Display Ads in conjunction with other types of Amazon PPC ads, such as Sponsored Products and Sponsored Brands, to create a comprehensive advertising strategy.
How To Choose The Best Ad Type For Your Amazon Business
Choosing the best ad type for your Amazon business depends on your specific goals and budget. Here are some factors to consider when deciding which ad type to use.
Product Type
The type of product you want to promote can influence the ad type you choose. If you want to promote a specific product, Sponsored Products may be the best option.
If you want to showcase multiple products and increase brand awareness, Sponsored Brands may be a better fit.
Budget
Different ad types have different costs associated with them. Sponsored Products are generally the most cost-effective option since advertisers only pay when a customer clicks on their ad.
Sponsored Brands and Sponsored Display Ads can be more expensive, but they can also be more effective at driving sales and increasing brand awareness.
Target Audience
The audience you want to reach can also influence the ad type you choose. If you want to target customers who are actively searching for your products, Sponsored Products may be the best option.
If you want to reach a broader audience and increase brand awareness, Sponsored Brands and Sponsored Display Ads are well suited.
Advertising Goals
Your advertising goals can also influence the ad type you choose. If you want to increase sales of a specific product, Sponsored Products may be the best option.
If you want to increase brand awareness or promote multiple products, Sponsored Brands or Sponsored Display Ads may be a better fit.
Competition
The level of competition in your industry is another important factor to consider. If there is a lot of competition for the keywords you want to target, Sponsored Products may not be as effective.
In this case, Sponsored Brands or Sponsored Display Ads may be a better option.
Final Thoughts
Amazon PPC ads are a powerful tool for businesses to increase sales and brand awareness on the platform.
Sponsored Products are product-focused ads that appear in search results and help drive sales.
Sponsored Brands are brand-focused ads that showcase a brand and multiple products in one ad. They are great for increasing brand awareness and driving sales.
Sponsored Display Ads are ads that appear both on and off Amazon and can feature images, text, and even video. They can reach customers who are interested in your products but may not be actively searching for them on Amazon.
When choosing the best ad type for your Amazon business, consider the aforementioned factors as by doing so, you can select the ad type that will be most effective at achieving your specific goals and maximizing your return on investment.
No matter which ad type you choose, it’s important to create compelling ad copy and visuals, choose relevant keywords and targeting options, and regularly monitor and optimize your campaigns.
With the right approach, Amazon PPC ads can be a great tool to help you grow your business and achieve your goals!
