Unless you've been living under a rock, it's a pretty fair assumption to say that you've probably heard of the e-commerce powerhouse that is Amazon. Generating $75.5 billion in sales revenue just in the first quarter alone in 2020, this colossal website isn't slowing down anytime soon. With over 150 million current Amazon Prime members (VentureBeat, 2020), averaging more than 4,000 items sold per minute across the United States (Amazon, 2019), and accruing more than 2.5 million sellers currently actively selling on Marketplace (Marketplaceplus, 2019), it's definitely time for your business to grow with Amazon advertising.
What Is Amazon Advertising?
Similar to Google, when a consumer types a keyword into the Amazon search bar, they see a list of results appear, along with some top "sponsored" results - these are Amazon ads. Advertisers can pay for these key positions by bidding on specific keywords in order to gain more visibility. Amazon then charges these advertisers every time a shopper clicks on their ad. Average CPC (Cost Per Click) is rarely more than $0.35 which is more cost-effective than search ads on Google or Bing on a CPC basis, and are comparable to some of the lowest CPC on Facebook ads or Google display
Amazon Ads to Start
If you're new to advertising, you'll want to start with sponsored products. The ad creative is automatically generated for you and with automatic targeting, Amazon will match your ads to shopping queries and products. This means you can create and launch a campaign in just a few minutes. You can even advertise in countries where you don't speak the language, since automatic targeting selects shopping queries for you. Sponsored Products are cost-per-click ads that promote individual product listings on Amazon. In just a few minutes you can create a campaign, even if you've never advertised before.
Sponsored Brands are cost-per-click ads that feature your brand logo, a custom headline, and multiple products. These ads appear in relevant shopping results and help drive discovery of your brand among customers shopping for products like yours. If you're an emerging brand on Amazon, Sponsored Brands can help you engage shoppers as they browse and discover products on Amazon. You can customize the headline to call out what makes your brand unique and display examples of your product selection.
Stores allow you to showcase your brand and products in a multi-page, immersive shopping experience on Amazon. Use dynamic content such as best sellers and recommended products to help shoppers explore your full product portfolio when they visit your store. By making it easier for shoppers to discover more of your product offerings, you can create the opportunity for repeat purchases and customer loyalty.
It’s safe to say that Amazon is here to stay. It’s a platform that’s full of opportunities for sellers from every industry. Take these Amazon beginner tips to develop a comprehensive understanding of the platform and to have the tools necessary to maximize your presence on the Amazon marketplace in the coming years. Still not sure where to start or looking to take your Amazon ads to the next level? The expert marketing team at Informatics has 20+ years of experience in all things marketing. If your company is ready to integrate Amazon into your marketing strategy, boost sales, and create more brand awareness online, contact us today!