The Amazon AMS products have a clear main benefit: They show your product to as many relevant shoppers. This article deals with the Pay-Per-Click products in Amazon Marketing Services. Also they offer the following interesting possibility: Amazon Marketing Services enable you to target individual product detail pages.
If you’re brand new to Amazon Advertising, and are a registered seller or vendor who sells products on Amazon, we recommend you begin with sponsored ads. These ad solutions are easy to set up and they are designed to work with different levels of budgets. Best of all, these ad types are cost-per-click – which means that you only pay when a shopper clicks on your ad.
When you create a sponsored ads campaign, you choose your own budget as well as the amount you want to bid for a click. If you’re interested in using Amazon Advertising to promote products or services that you do not sell on Amazon, they offer display ads, video ads, and custom ads.
Benefits of Amazon Marketing Services
The always-on digital environment has opened new ways for patrons to get, browse, and buy products and makes . Digital ads are often any combination of text, image, or video, and appear everywhere from websites to social media and streaming content.
New ways to reach shoppers: According to one report it is projected that there will be 278.33 million online shoppers in the United States in 2024. Increasingly, customers begin their shopping journey online. This trend presents an opportunity to connect with potential shoppers online.
Flexible formats: Digital advertising offers a selection of customizable features, including a variety of creative ad formats and advertising placements. One size does not fit all, and digital solutions are built with this in mind.
Real-time insights: Track your results, see how your ads are performing, and make changes to your campaign as you go. Many digital advertising products offer real-time measurement and optimization capabilities.
Quick execution: As a result, you’ve got the chance to succeed in audiences at the proper place and therefore the right time. With digital advertising, you’ve got the power to execute and optimize campaigns faster than with traditional sorts of advertising.
Customizable budget: Unlike radio, out-of-home billboard placements, and other traditional advertising, which frequently require significant financial investments, digital advertising are often accessible regardless of your budget.
What does Amazon Advertising Offer?
Amazon Advertising offers the following products:
Sponsored Products – These self-service, cost-per-click ads for individual product listings appear in shopping results and on product detail pages.
Sponsored Brands – These self-service, cost-per-click ads for brands appear in shopping results and feature a custom headline, brand logo, and multiple products.
Sponsored Display – These self-service display ads use automatically generated ad creatives and are targeted to audiences that are created based on relevant Amazon shopping interests.
Stores – These free, multi-page brand destinations on Amazon feature your product portfolio and help tell your brand story.
Audio ads – These ads play on the free tier of Amazon Music across Alexa-enabled devices, including Echo and Fire TV, as well as on mobile and desktop.
Video ads – Over-the-top (OTT) video ads appear on connected TVs, publisher channels and networks, IMDb, and IMDb TV. Out-stream video ads appear outside of video content, both on and off Amazon.
Custom advertising – These tailor-made advertising experiences are created together with Amazon Advertising account executives.
Amazon DSP – Amazon’s demand-side platform enables advertisers to programmatically buy display, video, and audio ads.
Amazon Attribution – This product measures how non-Amazon advertising media drive results on Amazon.
Advertising Costs of Amazon Advertising
Budget: The maximum amount of money you will spend on your advertising campaign.
Bid: The amount you’re willing to pay to possess shoppers click on your advertisement. With Amazon Advertising, you’ll use automated bidding, otherwise you can choose manual bidding and set your own bid.
Cost-per-click (CPC): Sponsored Products and Sponsored Brands are examples of cost-per-click ads, so you only pay when your ad receives clicks. This number is calculated by dividing the amount of money you spent on an ad divided by the number of clicks it received.
Cost-per-thousand-impressions (CPM): The average cost you pay to deliver 1,000 impressions of your ads.
Advertising Campaign Results
Advertising cost of sales (ACOS): A metric wont to measure performance of Sponsored Products and Sponsored Brands campaigns. it’s calculated as ad spend divided by attributed sales.
Click-through rate (CTR): The percentage of ad impressions that are clicked as compared to the entire number of clicks. The standard calculation for CTR is (clicks/impressions) x 100.
Impressions: The number of times an ad was rendered on a page or device.
Brand lift: This metric is calculated in a number of ways using post-exposure success metrics, such as brand awareness, and likelihood to purchase metrics. A measurement of the direct impact your ads have on a shopper’s perception and behaviors toward a brand.
Conversions: An action that a customer completes; this phrase can be used to refer to any number of actions, including clicking “Add to Cart,” completing a purchase, etc.
Reach: The total number of users who are shown the same ad on any web page or screen.
Return on investment (ROI): The standard calculation for ROI is
(revenue – cost)/(cost). A measure of how much net profit you earn for every dollar you spend.
Return on ad spend (ROAS): The standard calculation for ROAS is (total ad sales) / (total ad spend). A measure of how many dollars you earn for every dollar you spend on advertising.