What does an Amazon Advertising Agency Do?

Sponsored Products

Sponsored Products help you to stay top of mind while customers are searching for similar products. These are easy to set up since they are set up from your existing product listings. And they offer automatic targeting, so you don’t need to be a media buying genius to get started.

These ads are sold on a cost-per-click (CPC) basis, which means you only pay when someone clicks on your ad. You just have to choose how much to bid per click, set a budget, and watch the customers come to you.

With sales and performance data at your fingertips, you (or your Amazon marketing agency) can easily evaluate the impact of sponsored ads on your bottom line.

According to Amazon, ASINs featured in a Sponsored Products campaign can benefit from a 40% increase in orders during the first year of a campaign.

Sponsored products are particularly useful if you are competing against many comparable products, and you find you are losing market share to imitators or 3rd Party Sellers (3P). Your Sponsored Product ads can act as a visual roadblock, ensuring you stay top of mind and top of the search results.

Further Reading

• Amazon Sponsored Products

Amazon Sponsored Brands Ads

This is really the next level up from Sponsored Products and often works hand-in-hand with that ad unit. Amazon Sponsored Brands Ads show up at the top of the search results page and are an effective way to increase awareness of your brand’s presence on the platform.

Sponsored Brands let you put your brand logo at the top of the page, and immediately help increase your brand’s visibility. You can link to your Amazon Storefront or, by including products in the ad, drive customers directly to your product pages.

These are also CPC ad units. So you only pay when someone clicks on your ad. And since you can get your logo front and center, these ad units are loved by Amazon marketing agencies as they help you quickly insert your brand into the shopper’s thinking.

How Digital Marketers Use Sponsored Brands

Well-established brands use Sponsored Brands to stay top of mind with people already familiar with their brand. They can rekindle an emotional connection or serve to strengthen brand loyalty.

If you have loyal Amazon customers, Sponsored Brand ads can help to generate repeat business by directing customers to your Amazon Store. Once there, the store will provide ample opportunities for you to showcase the breadth of your product line, giving shoppers access to a host of products to consider.

For brands with less brand recognition, Sponsored Brands can be the ideal tool to help you generate all-important awareness and drive engagement. With custom headlines, your logo, and imagery, you can quickly demonstrate your value proposition and give customers an excuse to dive deeper.

Sponsored Brands Reporting

As with every facet of the Amazon Ads platform, Sponsored Brands lets you measure what matters most. Their “new-to-brand” metrics help you gauge the number of new customers (or first-time sales) you gained on the site in the preceding 12 months.

Further Reading

• Amazon Sponsored Brands

Amazon Sponsored Display

This simple but powerful tool lets you create your own product display ads to reach your target audience – on and off the Amazon site.

You can quickly and effortlessly attract new customers or reach people already searching for your products or similar products or categories.

Digital marketing teams love Sponsored Display ads for their simplicity. No design skills are needed since the ad creative is automatically generated through your existing Amazon product information.

Again, these are CPC units, so you are in total control of how much you spend. You just decide on your target audience, set your budget, and pick the products you want to promote. It couldn’t be any easier.

Further Reading

• Amazon Sponsored Display

Amazon DSP

Amazon DSP, (which stands for demand-side platform) is the Amazon programmatic advertising service.

What is programmatic advertising?

Amazon programmatic advertising uses automated technology to buy media (in other words to buy advertising space on specific websites). Programmatic advertising harnesses data analytics and powerful algorithms. It is a far more effective way to target the right consumer at the right time and place.

What is a demand-side platform?

In programmatic advertising, a demand-side platform allows digital marketing agencies and advertisers to buy advertising inventory across multiple platforms (or websites). Interestingly, Amazon DSP is used by both brands that sell on Amazon and those that do not.
Programmatic advertising uses an exchange for the process of buying and selling ad inventory. Rather than advertisers and publishers making a host of individual deals, the exchange automates the transactions, saving time and increasing efficiency.

What is the difference between Amazon DSP and Sponsored Display?

Amazon DSP is a much more robust advertising solution. It harnesses the power of machine learning and automation, so you can programmatically buy a variety of advertising vehicles – including display ads. On the other hand, Sponsored Display focuses on just that – display ads.

Further Reading

• Amazon DSP

Video and Streaming TV Ads

As more and more of us switch from traditional to streaming media services, Video and Streaming TV ads give brand owners an important new tool to add to their arsenal.

Who can buy video ads

Companies can buy video ads if they sell products on Amazon or not. Whether you are an Amazon marketing agency, a brand marketer, a vendor, or a seller, this product is available to you.

Where will my Streaming TV ads appear?

These ads show up either before or during Amazon streaming content. And according to Amazon, they have the potential to reach 50MM+ active users per month.

Further Reading

• Streaming TV and Online Video Ads

Audio Ads

Audio Ads are the digital equivalent of radio spots. Brands use this tool to extend their reach, moving beyond the screen, to meet customers who use the free, ad-supported Amazon Music platform.

Where do Audio Ads show up?

Popping up during breaks in playback, these spots engage customers as they tune in to the free version of Amazon Music on an ever-growing range of Alexa-enabled devices, including Echo and Fire TV, as well as on mobile and desktop.

How long are Audio Ads?

Similar to traditional radio spots, Audio ads tend to be between 10 and 30 seconds. And just as with their traditional cousins, Audio Ads are played between songs, keeping your brand message front of mind, even as listeners enjoy a bit of time away from the screen.

How do Amazon marketing agencies use Audio ads?

Audio ads work really well in tandem with other on-screen Amazon Ad products. According to Amazon, less than a third of Americans pay for a streaming subscription–many listeners don’t have a problem with ads, as long as they get to enjoy their audio content for free. That makes Amazon Audio a great option for reaching potential new audiences,

Further Reading

• Amazon Audio Ads

Custom Advertising Solutions

Amazon’s Custom Advertising team works with brands and Amazon marketing agencies like Iron to develop bespoke campaigns that engage consumers in unique ways.

We’ve worked on numerous campaigns with the Custom Advertising team, helping our customers maximize the potential of this thoroughly integrated platform. Custom Advertising is an excellent solution for building brand awareness, increasing consideration, and kicking conversion up a gear.

In our experience, Amazon’s team knows the platform and its capabilities better than anyone. But they won’t know your brand as well as you. And they may not have the creative chops of a full-service digital marketing agency.

Custom Advertising Solutions requires in-depth Amazon platform intelligence and true creative agency expertise. We always see the best results when those two teams collaborate.

Further Reading

• Amazon Custom Advertising Solutions