Types of Amazon PPC Ads
Posted: Thu Jan 23, 2025 8:26 am
There are three types of Amazon PPC ads:
Sponsored Products
Every seller starts their Amazon advertising journey with a Sponsored Products campaign. You don’t need to have a trademark to use it and it’s the easiest form of PPC to set up. After doing proper keyword research, you can launch a Sponsored Products campaign in minutes.
Sponsored product ads appear both at the top lawyer email list of the Amazon search results page and in all organic results, as well as on competitor product listing pages.
As an example:
The first four search results have a "Sponsored" label, indicating that they are ads targeted to the keyword you searched for.
Another thing to note is the third and fourth sponsored ad results have a much lower review count than the first two ad results, as well as the organic results below them.
Within sponsored products, there are two types of targeting to choose from:
Automatically Targeted Ads: Amazon will decide which keywords to target based on the type of product you sell. This is a great way to start running ads if you're not sure what keywords to target. You'll have the opportunity to see what keywords Amazon comes up with and if they're converting into sales. The downside is the lack of optimization options that manual targeting offers.
Manually targeted ads: Sellers decide which keywords or products to target, set custom bids for each, and set the search specificity of their keywords to broad match, phrase match, or exact match .
The requirements for Amazon Sponsored Product ads are not very high, you do not need to be registered as a brand, but you must have an Amazon Professional Seller account or be a Seller. You cannot advertise products with an Individual Seller account.
Your product must be eligible for the Buy Box to qualify. The Buy Box is a box that appears on the product page and is the fastest and easiest way for customers to make purchases on the platform.
Sponsored brands
They are a more advanced advertising solution available to sellers enrolled in the Brand Registry program.
These types of ads help boost brand awareness by funneling all traffic to your custom Amazon store or a dedicated brand-focused landing page on Amazon. The biggest advantage here is that there are no competitor listings in sight, just your products.
Sponsored Brand Ads are banner ads that include your logo, a custom tagline, and thumbnails of certain products. They appear above Sponsored Product Ads in Amazon search results.
Example:
These custom banner ads allow you to advertise up to three products at a time, giving customers a broader overview of your brand and therefore increasing brand awareness.
In the example above, if you click on one of the three products, you will be redirected to that specific product listing. If you click on “Buy,” you will navigate to the brand’s Amazon store, which resembles a custom e-commerce website.
Sponsored Products
Every seller starts their Amazon advertising journey with a Sponsored Products campaign. You don’t need to have a trademark to use it and it’s the easiest form of PPC to set up. After doing proper keyword research, you can launch a Sponsored Products campaign in minutes.
Sponsored product ads appear both at the top lawyer email list of the Amazon search results page and in all organic results, as well as on competitor product listing pages.
As an example:
The first four search results have a "Sponsored" label, indicating that they are ads targeted to the keyword you searched for.
Another thing to note is the third and fourth sponsored ad results have a much lower review count than the first two ad results, as well as the organic results below them.
Within sponsored products, there are two types of targeting to choose from:
Automatically Targeted Ads: Amazon will decide which keywords to target based on the type of product you sell. This is a great way to start running ads if you're not sure what keywords to target. You'll have the opportunity to see what keywords Amazon comes up with and if they're converting into sales. The downside is the lack of optimization options that manual targeting offers.
Manually targeted ads: Sellers decide which keywords or products to target, set custom bids for each, and set the search specificity of their keywords to broad match, phrase match, or exact match .
The requirements for Amazon Sponsored Product ads are not very high, you do not need to be registered as a brand, but you must have an Amazon Professional Seller account or be a Seller. You cannot advertise products with an Individual Seller account.
Your product must be eligible for the Buy Box to qualify. The Buy Box is a box that appears on the product page and is the fastest and easiest way for customers to make purchases on the platform.
Sponsored brands
They are a more advanced advertising solution available to sellers enrolled in the Brand Registry program.
These types of ads help boost brand awareness by funneling all traffic to your custom Amazon store or a dedicated brand-focused landing page on Amazon. The biggest advantage here is that there are no competitor listings in sight, just your products.
Sponsored Brand Ads are banner ads that include your logo, a custom tagline, and thumbnails of certain products. They appear above Sponsored Product Ads in Amazon search results.
Example:
These custom banner ads allow you to advertise up to three products at a time, giving customers a broader overview of your brand and therefore increasing brand awareness.
In the example above, if you click on one of the three products, you will be redirected to that specific product listing. If you click on “Buy,” you will navigate to the brand’s Amazon store, which resembles a custom e-commerce website.