Amazon Advertising 101: How to Get Started

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Amazon advertising is super important, because when you think about how you buy nowadays, at least in the United States, you don't go to Google anymore. You go to Amazon.

Amazon is very transactional. You're looking to do some research, maybe you know what you want already, so it's more bottom of the funnel or middle of the funnel. It's really important to understand how to do Amazon advertising, so I'm going to be talking to you about advertising on Amazon through their self-serve platform. Which, by the way, we have some experience with.

Single Grain clients Amazon

How Do You Get Started with Amazon Advertising?

They've got over three hundred million active users, so it's really valuable if you can start to place your ads in front of these people. The way Amazon Marketing Services (AMS) works is that it's a self-serve platform. You can just go in there; you don't need your own account rep or anything. You can start pushing out ads as long as you're a seller on Amazon.

The model for how you're paying is a pay-per-click basis and there's basically two ways of targeting on Amazon: based on keywords or product categories. Click To Tweet

Amazon Marketing Services_AMS

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3 Types of Ads on Amazon

There are three types of ads on Amazon.

  • Headline Search Ads. First off, you have your headline search ads, which appear on the search results page above all the actual search results. They basically let you advertise a minimum of three products.

Amazon Headline Search Ads

  • Sponsored Product Ads. The next ad type is Sponsored Product, which also shows up on the search results page — often at the top, sometimes at the bottom. Additionally, the sponsor product ad placements can get placed on actual product pages.

Amazon Sponsored Product Ads

  • Display Product Placement Ads. Finally, the third ad placement is the display product placement, which often appears on this right-hand rail when you're on an actual product page. Occasionally, they can appear on a search results page, but they're effectively a display banner.

Amazon Display Product Placement Ads

Learn More: Amazon Basics: Why You Need Automatic and Manual Campaigns

Benefits of Amazon's Advertising Platform

So, that's kind of a high-level overview of where you can place your ads on Amazon and what kind of targeting you can do. Some of the really main benefits that are highlighted by Amazon and their advertising platform are:

  • High purchasing intent
  • User data protection

They actually haven't set up a way for you to implement any sort of conversion tracking if you're running ads on Facebook or Google AdWords to an Amazon page. That's kind of an issue for people who are trying to leverage Facebook or AdWords or other platforms, because they can't actually attribute conversions back to their ads.

So, by advertising on AMS you can actually attribute sales from your Amazon ads back to the actual campaigns, and really start to measure ROI on those campaigns. Click To Tweet

That's a little brief introduction to Amazon Marketing Service!

If you enjoyed this video on Amazon advertising, we've actually got more advertising videos for you. Check out our Entrepreneur Advertising Strategies: A guide to Running Successful Ad Campaigns playlist on YouTube and be sure to subscribe!
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Full Transcript of The Video

Eric Siu: In this video, we're going to talk about how you can get started with Amazon advertising. So, Amazon advertising is super important, because when you think about how you buy nowadays, at least in the United States, when I think about buying a product, I don't go to Google anymore, I go to Amazon. Amazon is very transactional. It's more bottom of the funnel, middle of the funnel. I'm looking to do some research, maybe I know what I want already. So, it's super important to understand how you can do Amazon advertising. The good thing about this is that we actually did advertising for Amazon advertising in the past. So, without further ado, we have someone from my team that's going to show you how you can started just to kickstart you with Amazon advertising.

Ramsey Elhadry: Ramsey from Single Grain here. I'm going to be talking to you about advertising on Amazon through their self-serve platform. We've got over three hundred million active users. Really valuable if you can start to place your ads in front of these people. The way AMS works is it's a self-serve platform. You can go in there, you don't need your own account rep or anything. You can start pushing out ads as long as you're a seller on Amazon. The model for how you're paying is a pay per click basis. There's basically two ways of targeting on Amazon. Target based on keywords or product categories.
There's three types of ads on Amazon. First off, you have your headline search ads, so you can see that right here at the top of my screen. Headline search ads appear on the search results page above all the actual search results. They basically let you advertise a minimum of three products. Then, going on to our next ad type Sponsored Product also shows up on the search results page. Often at the top, sometimes at the bottom, as well. Let's see, you can see some at the bottom here. Then additionally, the sponsor product ad placements can get placed on actual product pages. Then, our third ad placement is the display product placement. You can see that over here on the right. These ads often appear on this right hand rail when you're on an actual product page, and occasionally, they can appear on a search results page, but they're effectively a display banner.
So, that's kind of a high level overview of where you can place your ads on Amazon, what kind of targeting you can do. Some of the really main benefits that are highlighted by Amazon and their advertising platform are one, really just the super high purchasing intent that users have on Amazon. Then secondly, Amazon is set on protecting the data of users on their website. So, they actually haven't set up a way for you to implement any sort of conversion tracking if you're running ads on Facebook or Google AdWords to an Amazon page. That's kind of an issue for people who are trying to leverage Facebook or AdWords or other platforms, because they can't actually attribute conversions back to their ads.
So, by advertising on AMS you can actually attribute sales from your Amazon ads back to the actual campaigns, and really start to measure ROI on those campaigns. That's a little brief introduction to Amazon Marketing Service AKA AMS.

Eric Siu: So, if you enjoyed this video on Amazon advertising, we've actually got more advertising videos for you. So, just hit subscribe and we'll see you in the next one.

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