What is Amazon Paid Search?
Amazon users perform millions of searches every month. People search for keywords, which can be single words or long-tail keywords.
People who use Amazon primarily shop for products and services, not to window-shop.
Amazon will return a list of products as a result of your search. These products will be primarily “organic” results and not affected by paid advertising.
Amazon will use good search engine optimization (Amazon SEO) to help it find the most relevant search results.
Amazon presents another list of results it calls “Sponsored”. These are paid search results.
You will see an Amazon message when you hover over the “i” symbol next to a Sponsored Advertisement. It states that the product’s relevance is what you are looking for.
Amazon’s pay-per-click advertising (PPC), is one of the most effective ways to drive traffic towards your products on Amazon.
Amazon PPC ads can help you breakthrough and increase visibility in critical categories that are important to your brand.
Amazon’s competition can be fierce at any time. This means that you might need to adjust your advertising strategy depending upon the environment in your niche.
It can be difficult and time-consuming to optimize PPC campaigns and do keyword research. There are many third-party Amazon PPC tools available that can assist.
Amazon Ads: Types
Amazon allows you to place three types of advertising: Sponsored Products and Sponsored Brands.
1. Sponsored Products
Similar to Google Ads, these ads work in the same way as Google Ads. Promote a product in Amazon’s search results for a specific keyword term.
Amazon charges a fee when a customer clicks on your PPC advertisement. These ads appear in search results, or as part of an advertisement carousel on the product details page.
Amazon Sponsored Products campaigns are available to professional sellers, book vendors, authors of Kindle Direct Publishing (Amazon KDP), and agencies.
2. Sponsored Brands
Amazon allows brands to promote themselves by using a customized heading, logo, and up to three products.
A link to Amazon Stores or another landing page can be included.
3. Sponsored Display Ads
Amazon Sponsored Display Ads are available on both Amazon and other sites. They only appear if your products are in stock, and they are a Feature Deal.
These ads promote products and direct shoppers to relevant product detail pages. Sponsored Display ads can be purchased by professional sellers who are enrolled in Amazon Brand Registry, vendors, and agencies that have clients who sell Amazon products.
Amazon is currently testing Sponsored Display ads on Fire TV. These ads are currently available for Fire TV app developers and Prime Video Channels publishers, Prime Video Direct distributors, and are only available in the US.
Recommended Guide: SEO Strategies.
Amazon PPC Benefits
Visibility to products
The Amazon PPC model is the best way to rank high on other e-commerce sites and increase visibility for your products. Good sales are achieved through the PPC model and increased visibility on the internet market.
Generate bigger sales
Amazon advertising is an effective online marketing tool that has made great strides. It allows the product to reach a wider audience and thus generate more sales.