Amazon Advertising has changed a little bit over the years. There are new additions to this, and here, we’ll tell you about some of it. This is the year that amazon begins to accelerate as a new face in the world of advertising, and advertisers need to step up. This retailer will take about 10% of the digital ad revenue within the next year, and it’s already the third-largest platform for advertising
Here we’ll go over some of the types of advertising that you can use with Amazon, and why they matter.
First, you’ve got sponsored products, and these are typically the standard product listings, where the keywords are the triggers for the product, and the link leads to the product.
Then there are sponsored brands, which are those that are displayed based on the keywords that the user uses, and the ones that enable users to upload customized creatives, up to three ASINS and the link to the landing page, product display ads which aren’t triggered by keywords, and they’re based on the product,or product category, appearing below the add to basket option on these product pages.
Then there are display ads, which are either display, video, or custom, and they’re all standard display ad inventory, just with format variations. This isn’t available to all advertisers though.
There have been many new changes, which means more options in general, and that includes ad inventory, strategies for bidding, management, reporting functions, analytics, and optimization have all been enhanced.
You can now have more flexibility with automatic bidding, and this one allows you to add more keywords and product information as well.
You now have portfolios too, which is similar to google ads, and it allows for users to split budgets across multiple campaigns.
Finally, more inventory for sponsored brands and this is the one that they’re pushing the hardest, and they’re pushing the balance here, and creating more inventory competition by offering this.
How should you respond to it? Well, you should focus on pushing sponsored brands for one. While you may not be able to match them, you can use this to make up the lion’s share of your ad spend.
Then there is keyword targeting of sponsored products. You should use this to encourage users to do automated targeting of keywords for ad inventory. The best approach is to use a combination of automated and manual bidding with these.
You should also use a storage page manager rather than a product page. These are performing better, and they are doing well when compared to the cost of the sale, and the RoAS, so it definitely will shift it.
Finally, dynamic bidding. Use this with sponsored products in the way that you should do so, and figure out those that are best for you.
With amazon making changes over the last couple of years, it’s imperative that you make the changes for yourself too since there is a lot here that you can do.