Amazon offers a robust advertising tool suite that empowers sellers to boost visibility, reach the right customers, and drive sales. Using these Amazon ad combinations together, and taking a multiproduct approach, can help amplify reach, optimize ad spend, and achieve better PPC results.
This blog explores some of the top Amazon ad combinations to help businesses get the most out of their advertising efforts.
Why Experiment with Different Amazon Ad Combinations?Â
Recent statistics show that Amazon’s global advertising revenue reached $37 billion in 2023, with over 200 million Prime members actively shopping on Amazon. Nearly 63% of U.S. consumers start their product search on Amazon, which shows the platform’s unmatched potential to influence purchase decisions.
Experimenting with different Amazon ad combinations can help Amazon sellers maximize their ROI, brand visibility, sales, and more. For example, by combining Sponsored Products, Sponsored Brands, and Display Ads, brands can engage shoppers with precise targeting, boost visibility across multiple touchpoints, and ultimately drive higher conversions. Sponsored Products are ideal for capturing ready-to-buy customers who are actively searching, while Sponsored Brands build awareness, creating a cohesive brand experience across product lines. Display Advertising uses retargeting, which can help to keep brands top of mind.
Through a well-rounded Amazon advertising strategy that uses tailored budgets and optimized bids, brands can effectively reach their audiences at the right time, reinforcing their message and maximizing ROI.
Here’s what experimenting with different Amazon ad combinations can do for your brand:Â
Increased Visibility Across the Buyer Journey: Each Amazon advertising feature targets buyers at different journey stages. Sponsored Products ads appear when customers are already searching for items similar to yours, which makes them highly effective for driving immediate sales. Sponsored Brands, on the other hand, help build brand awareness, allowing brands to introduce customers to entire product lines. Combining these two tools increases the chances of capturing attention whether a shopper is in the early exploration phase or ready to purchase.
More Precise Targeting with Display Ads: Amazon’s Display Ads brands to retarget customers who have shown interest in your products or similar items. This ensures your brand stays top-of-mind, even after they’ve left Amazon’s marketplace. Combining Display Ads with Sponsored Products and Sponsored Brands means brands can reach potential buyers through a variety of channels, encouraging conversions at multiple stages.
Maximize ROI with Tailored Budgets and Bids: One of Amazon’s advertising platform’s strengths is its flexibility in managing budgets and bids. When brands use different ad types in combination, they can allocate a budget more effectively. For example, focusing a larger portion of the budget on Sponsored Products may yield short-term sales boosts, while maintaining a steady investment in Sponsored Brands can foster long-term brand growth. Optimizing bids based on campaign performance can further fine-tune the approach, which can lead to the best return on investment.
Here are some of the different Amazon ad combinations that brands can experiment with to achieve the desired results:
Sponsored Products + Sponsored Brands AdsÂ
Combining Sponsored Products and Sponsored Brands on Amazon can help sellers capture consumer attention at various stages of the buying funnel, ultimately leading to increased visibility, brand recognition, and sales.
A notable example of a brand successfully using both Sponsored Products and Sponsored Brands is Toshiba. By creating engaging Product Collection ads under Sponsored Brands that directed customers to a dedicated landing page showcasing multiple Toshiba products, they effectively captured consumer interest at the top of the funnel.
Simultaneously, Toshiba ran targeted Sponsored Product campaigns for individual items like external hard drives, ensuring they reached customers ready to make a purchase. This combination not only boosted immediate sales but also reinforced brand recognition as customers became familiar with Toshiba’s offerings through both ad formats.
How Can You Implement This Combination?Â
Target Different Stages of the Buying Funnel: Sponsored Brands attract potential customers at the top of the funnel with engaging visuals and brand messaging, creating awareness by showcasing multiple products or a brand story. Meanwhile, Sponsored Products focus on consumers further along in the buying journey, targeting those searching for specific items. This dual approach ensures brands engage customers at both the awareness and conversion stages.
Boost Brand Visibility: Sponsored Brands increase visibility, making it easier for customers to recognize and find your products. This heightened visibility can lead to more traffic for Sponsored Product ads, creating a synergistic effect that benefits both ad types.
Ensure Cost-Effective Sales: Sponsored Products operate on a pay-per-click (PPC) model, making them a cost-effective way to promote individual listings and drive immediate sales.
Build Long-Term Brand Equity: While Sponsored Products focus on immediate sales, Sponsored Brands help build long-term brand equity by telling a compelling brand story that fosters customer loyalty.
Gain Data-Driven Insights: Using both ad types provides valuable insights into customer behavior, which can inform future strategies and optimize ad performance for better results.
Steps for Combining Sponsored Brands and Sponsored Products:
Combining Sponsored Products and Sponsored Brands helps sellers engage customers at different stages of their shopping journey. By setting clear goals, optimizing listings, and refining campaigns with data insights, brands can increase visibility, brand recognition, and sales on Amazon.
Amazon DSP + Amazon Marketing Cloud (AMC)
Amazon DSP allows advertisers to programmatically buy display, video, and audio ads across Amazon’s platforms and the wider internet. It utilizes Amazon’s extensive shopper data to target audiences based on their behaviors, interests, and purchase history. With DSP, you can reach potential customers efficiently across various channels, including Twitch, IMDb, Fire TV, and more.
Amazon Marketing Cloud is a secure data analysis tool that aggregates advertising data from various sources. It enables marketers to perform deep analytics on their campaigns, providing insights into customer journeys and media effectiveness. AMC allows for custom attribution modeling, helping brands understand the impact of their advertising across different channels.
One of the best examples of a brand that successfully implemented Amazon DSP + AMC is Procter & Gamble (P&G). The company was able to track customer interactions across various channels effectively and create custom audience segments based on detailed behavioral insights.
Using AMC’s reporting capabilities, P&G analyzed which ad formats were most effective at driving conversions for specific products. This allowed them to optimize their ad spend by reallocating budgets toward the highest-performing campaigns across both display and video formats on Amazon’s ecosystem.
As a result, P&G reported increased engagement rates and a significant uplift in sales conversions, demonstrating how the synergy between Amazon DSP and AMC can drive substantial business results.
Here’s why sellers should implement this combination:
- Custom Attribution: With AMC, advertisers can create custom attribution models that track how different ads contribute to conversions over time.
- Holistic View of Advertising Impact: Advertisers gain insights into media performance across channels, enabling better decisions.
- Improve Customer Experience: With refined targeting and personalized ads, brands can create more engaging experiences for consumers, fostering loyalty and repeat business.
- Get Audience Insights: By analyzing audience data from both platforms, marketers can refine their targeting strategies and create more personalized ad experiences.
How Can You Implement This Combination?Â
To combine Amazon DSP with AMC effectively, set clear goals (e.g., brand awareness, traffic, or sales). Ensure AMC access by running an active or recent DSP campaign and linking it for seamless data integration. Upload customer data to AMC to gain deeper insights, and analyze audience segments across both platforms to identify high-value targets. Use AMC to analyze ad performance, track customer behavior, and adjust budgets. Leverage SQL for custom reports and refine your strategy with targeting and ad format experiments based on engagement data.
Sponsored Brands Video + Sponsored Products
Brands looking to take their advertising to the next level may consider adding Sponsored Brands Video to the mix. This ad type allows brands to showcase products in a compelling video format. Sponsored Brands Video ads appear at the top of search results, capturing shoppers’ attention with eye-catching visuals and engaging content. They’re a great way to tell the brand story and showcase unique selling points.
Pair Sponsored Brands Video with Sponsored Products to create a powerful combination that drives both brand awareness and sales. Use the video ad to pique shoppers’ interest, then follow up with targeted product ads to close the deal.
A prime example of a brand successfully utilizing this combination is Anker, known for its high-quality electronics accessories. Anker launched a campaign featuring a Sponsored Brands
Video ad showcasing its latest portable charger. The video highlighted its unique features – such as fast charging capabilities and sleek design – while also including customer testimonials.
The video led viewers directly to Anker’s product listing through Sponsored Products ads, where they could learn more about the charger and make a purchase. This strategy increased engagement with the video and resulted in a significant boost in sales for the featured product.
How Can You Implement This Combination?Â
To use Sponsored Brands Video with Sponsored Products, start by creating high-quality video content with a clear narrative and CTA, keeping it between 15-30 seconds for maximum impact. Launch Sponsored Brands Video campaign, and complement it with targeted Sponsored Product campaigns for the same items using relevant keywords. Leverage cross-promotion by directing viewers to product pages or Brand Store through video CTAs. Track key metrics like CTR, conversion rate, ROAS, and ACoS, and continuously optimize both campaigns to enhance performance.
ConclusionÂ
Amazon offers advertising solutions for boosting sales, building brand awareness, and reaching shoppers globally. By experimenting with different combinations of ads and closely monitoring results, businesses can uncover the most effective approach.
FAQs
1. What are the different types of Amazon ads available?
Amazon offers several ad types, including:Â
- Sponsored Products: Ads that promote individual product listings.
- Sponsored Brands: Ads that feature a brand logo, a custom headline, and up to three products.
- Sponsored Display Ads: Display ads that promote products across Amazon and other relevant sites.
Each serves distinct purposes and targets different customer segments.
2. How do I choose the right ad type for my product?
The choice depends on your goals:
- Sponsored Products: Great for direct sales.
- Sponsored Brands: Ideal for brand visibility and recognition.
- Sponsored Display Ads: Focuses on broader audience engagement.
3. What is the importance of keyword research in Amazon advertising?
Keyword research ensures your ads appear for relevant search queries, increasing visibility and potential sales.
4. What are the targeting options for Sponsored Products?
Brands can use the following targeting options:
- Automatic Targeting: Amazon selects relevant keywords for you.
- Manual Targeting: Advertisers select the specific keywords to target.
- Negative Targeting: Exclude keywords to prevent irrelevant searches from triggering ads.
5. How can brands effectively use negative keywords?
Negative keywords help prevent your ads from showing on irrelevant searches, optimizing your budget by focusing on high-converting terms.
6. Can I target competitors’ products with ads?
Yes, product targeting allows brands to display their ads on competitor product pages, potentially capturing their audience’s attention.
7. How should I structure my ad campaigns?
Organize campaigns by:
- Product Type: Group similar products together.
- Target Audience: Structure based on different customer segments.
