What are the three types of Amazon ads?

Merchants who open stores on Amazon basically advertise, so that the store traffic can support the normal operation of the store. Otherwise, it is difficult for the store to make a profit relying on natural traffic. There are actually three types of advertisements on Amazon. Let’s take a look at the three specific types below.

What are the three types of Amazon ads ?

1. Product Display Ads

Product Display Ads are only available to VC and VE sellers. These are PCP ads based on the product itself and the buyer's interest. When we set up product display ads, we can choose to target a specific set of products.

So you can create two ads at the same time. One targeting specific products, and the other targeting buyer interests. You can then determine which one produces the best return on investment. In this way, your product display ads may appear on a competitor’s product detail page, usually under “other sellers on Amazon.”

Product Display Ads can be placed on competitor product pages, and may also appear in search results, in the right-hand ad column or at the bottom of the page, as well as on customer review pages and in Amazon-generated marketing emails, such as follow-ups and recommendations. Product Display Ads also appear on Amazon desktop and mobile websites and mobile apps.

As you can see above, advertisers cannot choose the exact location of their product display ads. Ads will be displayed in multiple locations depending on the type we choose.

Among the display ads, there are Video Ads, which are the Amazon video ads that we have mentioned many times recently.

Amazon video ads - use keywords to match user searches and accurately display merchants' products on Amazon.

Amazon launched the CPC video advertising service for bidding ranking in 2019. The promotion and diversion of e-commerce products has gradually developed from the flat 2D era to the stereoscopic 3D era, and video promotion and diversion has become a general trend. CPC video ads can display the functions, quality and other selling points of products in a more comprehensive, three-dimensional and intuitive way. A good product display video can greatly increase the click-through rate and order conversion rate of products. Video ads can empower the stories of merchants and establish emotional links between merchants and consumers throughout the entire purchase path of consumers. Video ads can help merchants reach the best customers in a brand-safe environment, while providing data to measure the effectiveness of advertising. Video ads can appear on devices such as Fire TV and Kindle. Video ads give users an immersive feeling.

2. Sponsored Products

Sponsored Products ads are keyword-driven, through "manual keyword targeting" or "automatic keyword targeting", each with its own value.

We can build a dedicated keyword list, determine the match type for each keyword (broad, phrase or exact), and set a bid. You can enter up to 1,000 keywords.

Automatic targeting uses Amazon's search shopping intelligence and Amazon's search algorithm to help us find the best keywords for your campaign. This eliminates the need for manual targeting. We no longer control the bid for each keyword, we only need to set the daily spending amount.

Generally speaking, when we create a sponsored product campaign for a new product, we basically start with automatic targeting. After a cycle, such as two or four weeks, a search term report will be generated in the advertising report area. Sellers can analyze the data based on the advertising report and then optimize keywords.

3. Title search ads

Headline search ads are keyword driven and appear at the top of the search results page. These ads are available to vendors and third-party sellers.

The attractive feature of this type of advertising is its flexibility. Each ad can include up to three products, but you can link the ad to our brand page. Test multiple ads and determine which one gets the best results. Build a keyword list and choose the match type: phrase, exact or broad. Then set a bid for each keyword and track the results.

After the ad has been running for a few days, check the bids for each keyword and set the price for the estimated win rate. It is recommended to monitor the performance every day.

I have introduced the three types of Amazon advertising to you. Among them, the paid product advertising type is very easy to understand. After the merchants pay, advertisers will promote and display your store products on the search page or detail page to obtain more traffic. This is also the most popular advertising model among merchants.

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