Amazon Marketing Services: How to Set Up Amazon eCommerce Ads
What are Amazon eCommerce Ads?
**Update: Amazon eCommerce Ads are now called “Product Display Ads”**
Amazon eCommerce Ads boost product visibility through advertising and reach millions of Amazon shoppers with ads linking to product detail pages. According to Amazon Marketing Services, eCommerce Ads help brands drive sales with interest-based or product targeted advertising. This is typically only available to current vendors to Amazon and a few select third-party sellers that have access to Amazon Marketing Services.
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Amazon Marketing Services eCommerce Ads or Product Targeted Ads allow advertisers to:
- Advertise individual products
- Drive traffic to product’s detail page
- Create targeted ad campaigns
- Control spend with bid and budget
- Pay only when shoppers click
- Track campaign performance
There are 3 targeting options available in Amazon eCommerce Ads:
Amazon Untargeted ads – These ads are shown to a broad range of shoppers. Although this option reduces ad relevance, it does deliver the greatest number of impressions.
Amazon Interest targeted ads – These ads are shown to an audience with shared interest. Interest based targeting historically delivers more qualified traffic than an un-targeted and higher impression value than a product targeted ad.
Amazon Product targeted ads – This is the newest type of Amazon ad shown to shoppers who are looking at target products. Typically, product targeted ads results in a lower impression volume but highly qualified traffic.
Retailers should use a combination of campaigns with different targeting cost per click bids to optimize their advertising bids.
According to Amazon Product Services, product targeting delivers 2.5 times higher ROI on average than interest targeting.
How to Set Up Amazon eCommerce Ads
Step 1) The first step to set up a campaign, retailers must choose what they would like to advertise:
Step 2) Retailers can then select the product they would like to advertise using keywords, product title, UPC or ASIN:
Step 3) As we mentioned (above) retailers have options when it comes to targeting. For retailers who want un-targeted or targeted advertising they should select the second option. For this example we want to choose the first option product targeting to zone in on specific product detail pages.
Step 4) Retailers can target a variety of options depending on the strategy for their campaign including:
Competitive products – This could include a retailer’s direct competitor. The idea behind this strategy is that a shopper viewing one product might also be interested in a similar product by a different retailer. In this option you can select only a few items or target all of your competitor’s similar products.
Complementary products – This includes products that would likely complement the target item specifically.
Market Basket products – These are products that are not necessarily linked to the target product but are likely to be found in the retailer’s shopping basket. For example: If your target item is a pacifier than you could assume the shopper is looking for other baby-related products like diapers and baby food.
Step 5) At the end of the list you will see an option to check the box (See below). If you check this box it will help boost the number of targeted impressions and could potentially save a retailer from having to do additional targets manually.
Step 6) When you set your campaign name it is considered “best practice” to select a unique campaign name. Try to pick something easy to remember as it will show up in the dashboard and on credit card charges. You will only be charged when a shopper clicks on your ad. Please note the minimum budget per campaign is $100.
Step 7) Retailers can edit their Campaign ending date within Campaign settings. If this is your first time creating an ad campaign – this is also when you would enter your credit card information.
Step 8) Amazon Marketing Services will walk you through the create your ad development process and give you previews of a variety of ad options. Once you are finished, select complete and the following page will let you know your ad campaign has been successful and is pending approval that could take up to 72 hours.
Why is Amazon Marketing Services Important?
Amazon Marketing Services offer effective tools to help vendors stand out against their competitors. It is important for vendors to understand how to leverage these tools to their best advantage.
Every click does not equal a buy- so vendors should be aware of their ROI and campaign performance and make adjustments specific to their target audience as they see fit.
Amazon Marketing Services Resources:
- Amazon Marketing Services: Sponsored Search & eCommerce Ads 101
- What is Amazon Sponsored Search?
- Amazon Product Display Ads: Top 20 Seller Questions – Answered
- What is Amazon Media Group?
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