The introduction of various digital and online advertising services has bolstered the reach of online businesses. Amazon Sponsored Ads, in particular, have helped Amazon sellers expand their reach globally.
Worldwide, it is estimated that in 2020 alone, digital advertising spending amounted to almost 380 billion U.S. dollars.
In terms of Amazon advertising expenditures, although slightly down from the previous year’s 11 billion U.S. dollars ad spending, the global ad spending of Amazon sellers in 2021 still amounted to 10.9 billion.
Get To Know Amazon Sponsored Ads
Sponsored ads are a form of Amazon advertising that basically targets Amazon customer queries or product searches. The Sponsored Ad can be both visible on and off the Amazon platform.
The main types of Amazon Sponsored Ads that sellers can choose from are Sponsored Product Ads, Sponsored Brands Ads, and Product Display Ads. Amazon encourages sellers to launch their new products or brands with sponsored ads to gain traction.
Sponsored Product Ads
Sponsored Product Ads help promote particular Amazon products by appearing on specific search results and relevant product pages on Amazon. Once customers click the sponsored product ad, they will be redirected to the corresponding product page.
Amazon US: A screenshot(cropped) Amazon store search result; Retrieved: Sept. 8, 2021, From https://amzn.to/2X56k0D
Advertising Objective: This sponsored ad intends to increase sales and traffic to product pages.
Sponsored Brands Ads
Sponsored Brands ads allow sellers to create ads showcasing products along with a brand logo and a custom headline. Once shoppers click the brand advertisement, they will be redirected to a selection of products or the brand’s store.
Amazon US: A screenshot(cropped) Amazon store search result; Retrieved: Sept. 8, 2021, From https://amzn.to/3z3W3Pz
Advertising Objective: This sponsored ad aims to boost brand awareness and increase sales across the entire catalog.
Sponsored Display ads help Amazon sellers reach audiences on and off Amazon. This is ideal for targeting shoppers who previously “showed interest in categories related to your promoted product or viewed your product’s detail page but did not purchase,” according to the tech-giant.
Amazon Advertising YouTube Channel: A screenshot(cropped) Sponsored Display Ad sample; Retrieved: Sept. 8, 2021, From https://youtu.be/CpYislqOVbA
Advertising Objective: This sponsored ad aims to quickly create display ads both on and off the Amazon platform to expand sellers’ reach.
The Amazon Advertising Virtual Summit
Since sponsored ad campaigns are crucial for seller success, Amazon organized a virtual summit to discuss principles of sponsored ad targeting. Amazon invites sellers to this two-day event that will cover nuances of sponsored ad targeting and key strategies.
The Amazon advertising virtual summit will commence on September 14 and will end on September 15, 2021. Events included in the summit are workshops and presentations designed for professional Amazon sellers and Amazon vendors. These aim to educate sellers about Amazon’s self-service advertising solutions.
Why Should You Attend the Virtual Summit?
Amazon encourages the attendance of sellers and vendors to the virtual summit to improve their Amazon ads strategies and campaigns. In particular, Amazon virtual summit will serve as an avenue for sellers to:
- Hear leading Amazon ads practices and recommendations from experts to help sellers deal with challenges concerning sponsored ads targeting.
- Use Amazon’s range of solutions and associated sponsored ads targeting strategies.
- Comprehend marketing funnel’s role and influence to sellers’ sponsored ads targeting strategies.
- Obtain insights on the proper use of reports for keyword-targeted and product-targeted campaigns.
Virtual Summit Agenda
Amazon has listed the agenda for the virtual summit on their dedicated 2021 virtual summit sponsored ads targeting page. For the 1st Day of the virtual summit, the conference will focus more on Sponsored Products targeting strategies.
Both professional sellers and vendors will be immersed in live workshops addressing automatic targeting and manual targeting campaigns. Other activities on Day 1 of the Amazon virtual summit cover targeting optimization, helpful features, and best practices.
The 2nd Day of the virtual summit focuses on helping Amazon sellers and vendors enrolled in Amazon Brand Registry. The objective for the second day is to help sellers attain a more comprehensive approach to Amazon Sponsored Ads targeting.
The event will cover more about understanding customer decisions, getting your brand ready for advertising, an overview of targeting features by solution, and other relevant topics.
Sponsored Ads Complementary Strategy
Increasing Amazon store visits and product listing engagement is not enough to improve your overall Amazon business. An understanding of Amazon strategies should be implemented to have a successful business.
One of the important Amazon strategies to complement your Amazon advertising campaign is to have a reliable pricing strategy.
To do so, you will need the assistance of an AI repricer for an efficient, effective, and time-saving repricing solution. With an automatic repricing software, you can achieve an optimal pricing strategy to outsmart your competition.