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  • You will use the full potential of the biggest online store in the world.
  • You will build and raise awareness of your brand nationally and in foreign markets.

Canada, Great Britain, Spain, England, Italy, Germany - these are only a few countries where you can advertise your products thanks to Amazon Ads. You choose where and when your ad will appear, we create an effective advertising strategy and run campaigns so that your business will sell more – globally.

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At iCEA Group, you entrust your budget to specialists – we will conduct a comprehensive Amazon Ads campaign that will include:

  • Analysis of the effectiveness of your advertising campaigns and website usability, as well as the needs arising from the specifics of your business.
  • Determining a strategy that is tailored to the needs of your business, that will enable the achievement of desired results.
  • Regular monitoring and campaign optimization, effective use of your budget and achievement of your intended objectives.
  • Transparency and open communication with your dedicated account manager. 24/7 access to your advertising account and monthly reports will allow you to check the effectiveness of our actions on an ongoing basis.

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    Amazon Ads is a collection of advertising options allowing sellers to promote their products on various Amazon-owned sites and third-party sites. There are two primary types of Amazon Ads: Sponsored Ads and Display Ads.

    Sponsored Ads can appear in search results, product detail pages, and customer review pages. They come in two varieties: Sponsored Products and Sponsored Brands. Sponsored Products Ads are keyword-targeted and appear alongside search results, while Sponsored Brands Ads are designed to promote a brand and typically include a logo and customized headline.

    Display Ads, on the other hand, can appear on Amazon-owned sites as well as third-party sites that participate in Amazon’s advertising network. Various Display Ad formats are available, including Amazon Product Display Ads, Keyword-Targeted Ads, and Headline Search Ads.

    Amazon Ads types

    There are three primary types of Amazon Ads: Sponsored Products, Sponsored Brands, and Sponsored Display.

    advertising.amazon.com – types of Amazon Adsadvertising.amazon.com – types of Amazon Ads

    Sponsored Products

    Sponsored Products are keyword-targeted ads appearing on search results and product detail pages. Sponsored Products are the most common type of Amazon Ads and can help sellers increase their product visibility and sales.

    How Sponsored Products work

    Sponsored Products use an auction-based pricing model where sellers bid on specific keywords that are relevant to their products. When a shopper searches for a specific keyword, the ads with the highest bids and best relevancy will appear at the top of the search results page.

    Setting up Sponsored Products campaigns

    To set up a Sponsored Product Ads campaign, follow these steps:

    Step 1: Sign in to your Amazon Seller Central account.

    Step 2: Click on the ‘Advertising’ tab in the top navigation menu.

    Step 3: Click on ‘Campaign Manager’ from the dropdown menu.

    Step 4: Click on the ‘Create Campaign’ button.

    Step 5: Choose the campaign type as ‘Sponsored Products’ and select the products you want to advertise.

    Step 6: Name your campaign and set a daily budget. You can also choose the start and end date of the campaign.

    Step 7: Choose your targeting options. You can target keywords, products, or automatic targeting.

    Step 8: Set your bid amount for each keyword or product you’re targeting. Amazon will suggest a bid range, but you can also set a custom bid.

    Step 9: Create your ad group. You can group similar products together to make it easier to manage your campaign.

    Step 10: Create your ad. This includes your headline, product image, and product description. You can also choose the landing page for your ad.

    Step 11: Review your campaign settings and make any final adjustments.

    Step 12: Submit your campaign for review.

    advertising.amazon.com – Sponsored Products campaignadvertising.amazon.com – Sponsored Products campaign

    Best practices for Amazon Sponsored Product Ads

    To maximize the effectiveness of your Sponsored Product Ads campaigns, consider these best practices:

    • Conduct thorough keyword research to identify relevant keywords that your target audience is searching for.
    • Use negative keywords to prevent your ads from appearing for irrelevant or low-converting searches.
    • Optimize your product detail pages to improve your product’s relevancy and click-through rate (CTR).
    • Monitor your campaign performance regularly and adjust your bids and budgets based on data.
    • Use automatic targeting to let Amazon target your ads based on relevant keywords and search terms.
    • Test different ad formats, such as Headline Search Ads or Amazon Product Display Ads, to see which ones perform best for your products.

    Sponsored Brands

    Sponsored Brands, formerly known as Headline Search Ads, are ads that feature your brand logo, a custom headline, and up to three of your products. Sponsored Brand Campaigns appear at the top of search results pages and can help increase brand awareness and drive traffic to your Amazon store or the customized product page.

    How Sponsored Brands work

    Sponsored Brands use a cost-per-click (CPC) pricing model, where sellers bid on specific keywords that are relevant to their brand and products. When a shopper searches for a specific keyword, the Sponsored Brands ad and other sponsored and organic results will appear at the top of the search results page.

    Setting up Sponsored Brands campaigns

    To set up a Sponsored Brand campaigns, follow these steps:

    Step 1: Log in to your Amazon Advertising account and click on “Campaign Manager.”

    Step 2: Click the “Create Campaign” button.

    Step 3: Choose “Sponsored Brands” as the campaign type and select the targeting option you want to use. You can choose from keyword targeting or product targeting.

    Step 4: Enter the name of your campaign, select the products you want to advertise and set your daily budget.

    Step 5: Create your ad group by entering a name for it and selecting the products or keywords you want to target.

    Step 6: Create your ad by choosing the headline, logo, and ad copy. You can also choose the landing page where shoppers will be directed when they click on your ad.

    Step 7: Review your campaign settings, ad group settings, and ad creative to ensure everything is correct.

    Step 8: Click the “Launch Campaign” button to start running your Sponsored Brands campaign.

    advertising.amazon.com – Sponsored Brands campaignadvertising.amazon.com – Sponsored Brands campaign

    Best practices for Sponsored Brands

    To maximize the effectiveness of your Sponsored Brands campaigns, consider these best practices:

    • Use high-quality images and compelling ad copy to make your ad stand out.
    • Use relevant keywords in your ad copy to improve your ad’s relevancy and click-through rate (CTR).
    • Use negative keywords to prevent your ads from appearing for irrelevant or low-converting searches. Test different ad formats and copy to see which performs best for your brand and products.
    • Direct shoppers to a customized product page or Amazon store to improve conversion rates.
    • Monitor your campaign performance regularly and adjust your bids and budgets based on data.

    Sponsored Display

    Sponsored Display ads are product-targeted ads on product detail pages and related product pages. Sponsored Product Display ads can help sellers increase product visibility and reach customers who are actively browsing and researching products on Amazon.

    How Sponsored Display works

    Sponsored Display ads use a product-targeting system that shows ads to customers who have viewed or purchased similar products. Sellers can also target specific interests or behaviors, such as shoppers who have added items to their cart or who have viewed products in related categories.

    Setting up Sponsored Display campaigns

    To set up an Amazon Sponsored Display Ads campaign, follow these steps:

    Step 1: Log in to your Amazon Advertising account and click on the “Campaign Manager” tab.

    Step 2: Click on the “Create Campaign” button and select “Sponsored Display” from the drop-down menu.

    Step 3: Select the product you want to advertise and choose the targeting options that best fit your campaign goals. You can target audiences based on interests, behaviors, or products they have viewed or purchased on Amazon.

    Step 4: Choose your ad placement options. Sponsored Display ads can be placed on product detail pages, customer review pages, and other locations on Amazon.

    Step 5: Set your budget and bid amount for your campaign. You can choose between a daily budget or a lifetime budget, and you can set your bid manually or let Amazon adjust your bid automatically based on your campaign goals.

    Step 6: Create your ad creative by uploading your images and writing your ad copy. Make sure your ad is compelling and relevant to your target audience.

    Step 7: Review and launch your campaign. Once you’ve completed all of the previous steps, review your campaign settings and make any necessary adjustments before launching your campaign.

    Step 8: Monitor and optimize your campaign. Monitor your campaign performance and adjust your targeting, budget, and bid amount as needed to improve your ad’s effectiveness.

    advertising.amazon.com – Sponsored Display campaignadvertising.amazon.com – Sponsored Display campaign

    Best practices for Sponsored Display

    To maximize the effectiveness of your Sponsored Display campaigns, consider these best practices:

    • Use accurate and descriptive titles and product descriptions to improve your ad’s relevancy and click-through rate (CTR).
    • Use high-quality images and clear ad copy to make your ad stand out.
    • Use product targeting to show your ad to shoppers who have viewed or purchased similar products.
    • Use audience targeting to reach shoppers with interest or behaviors that align with your product.
    • Monitor your campaign performance regularly and adjust your bids and budgets based on data.
    • Test different ad formats and targeting options to see which performs best for your products.

    Amazon Ads targeting

    Amazon Ads targeting is an essential component of any successful Amazon Ads campaign. Proper targeting allows you to reach the right audience and increase the likelihood of conversions. This section will explore the different types of Amazon Ad targeting and provide best practices for each.

    Keyword targeting

    Keyword targeting is the most common type of Amazon Ads targeting. It involves bidding on specific keywords that shoppers use to search for Amazon products. When a shopper searches for a keyword that you’re bidding on, your ad will be displayed alongside the search results.

    Types of keyword targeting

    There are three types of keyword targeting on Amazon:

    • Broad match: Your ad will be displayed for a wide range of search terms related to your keyword.
    • Phrase match: Your ad will be displayed for search terms that include your keyword in the exact order you specified.
    • Exact match: Your ad will be displayed for search terms that exactly match your keyword.

    Product targeting

    Product targeting allows sellers to target their ads to specific products or product categories. When you target a specific product, your ad will be displayed on the product detail page or alongside the search results for that product. Here are some best practices for product targeting:

    Types of product targeting

    There are two types of product targeting on Amazon:

    • Category targeting: Your ad will be displayed on product detail pages for specific product categories.
    • ASIN targeting: Your ad will be displayed on product detail pages for specific ASINs (Amazon Standard Identification Numbers).

    Audience targeting

    Audience targeting allows sellers to target their ads to specific audiences based on their interests, behaviors, or demographics. Here are some best practices for audience targeting:

    Types of audience targeting

    There are three types of audience targeting on Amazon:

    • Interest targeting: Your ad will be displayed to shoppers with interest or behaviors that align with your products.
    • Behavioral targeting: Your ad will be displayed to shoppers who have exhibited specific behaviors on Amazon, such as adding items to their cart or viewing products in related categories.
    • Demographic targeting: Your ad will be displayed to shoppers based on age, gender, or other demographic information.

    Amazon Ads budgeting and bidding

    Amazon Ads can be an effective way to increase product visibility and drive sales on Amazon. However, it’s important to have a clear budgeting and bidding strategy to get the most out of your Amazon Ads campaigns.

    Budgeting for Amazon Ads

    One of the first steps in setting up an Amazon Ads campaign is to determine your daily budget. Here are some tips for setting a budget:

    Setting a daily budget

    Consider your overall business goals and objectives to set a daily budget for your Amazon Ads. How much will you spend to drive more sales and increase product visibility? Remember that your daily budget can be adjusted at any time, so you can start with a lower budget and increase it as you see positive results.

    Understanding ad spend and cost-per-click

    Ad spend refers to the total amount of money you spend on your Amazon Ads, while cost-per-click (CPC) refers to the amount you pay each time someone clicks on your ad. To optimize your budget, it’s important to track your ad spend and CPC and adjust your bids and budgets as needed.

    Bidding for Amazon Ads

    Ads Bidding is a critical part of Amazon Ads, as it determines which ads will be displayed and how much you will pay for each click. Here are some tips for bidding on keywords and products:

    Understanding the bidding system

    Amazon Ads use an auction-based pricing model, where sellers bid on specific keywords or products to show their ads. The highest bidder for a specific keyword or product will display their ad to shoppers searching for or viewing it.

    Setting bids for keywords and products

    Consider your overall budget and goals to set bids for keywords and products. How much are you willing to spend to have your ad displayed for a specific keyword or product? Keep in mind that the bid amount can affect your ad placement and visibility.

    Amazon Ads metrics and reporting

    As with any advertising campaign, monitoring and analyzing metrics is crucial to the success of your Amazon Ads campaigns. Amazon provides various tools and resources to help sellers monitor and optimize their ad performance, including key metrics and reporting options. When setting up an Amazon Campaign, carefully consider your advertising goals, target audience, and budget to ensure that you create an effective and efficient campaign that drives results.

    Key metrics for Amazon Ads

    When running Amazon Ads, there are several key metrics that sellers should pay attention to, including:

    Impressions, clicks, and CTR

    Impressions refer to the number of times your ad was shown to shoppers. Clicks refer to the number of times shoppers clicked on your ad. CTR, or click-through rate, is the percentage of shoppers who clicked on your ad after seeing it.

    Conversion rate and ACoS

    Conversion rate refers to the percentage of shoppers who made a purchase after clicking on your ad. ACoS, or advertising cost of sales, refers to the percentage of sales revenue that was spent on advertising costs. A low ACoS is typically preferable, as you spend less on advertising for each sale.

    Amazon Ads reporting

    Amazon provides various reporting options for sellers to monitor and analyze their ad performance. Here are some of the most common types of reports available:

    Campaign Performance Reports: These reports provide data on the performance of your campaigns, including impressions, clicks, CTR, and ACoS.

    Search Term Reports: These reports provide data on the specific search terms that triggered your ads. This can help you identify relevant keywords to target and negative keywords to exclude.

    Placement Reports: These reports provide data on where your ads were shown on Amazon, such as on search results pages or product detail pages.

    Sales Reports: These reports provide data on your sales performance, including revenue, units sold, and product categories.

    Using metrics to optimize ad campaigns

    By monitoring and analyzing metrics for your Amazon Ad campaigns, you can identify areas for improvement and optimize your advertising campaigns for better performance. Here are some strategies for using metrics to optimize your campaigns:

    Identifying underperforming ads

    By monitoring metrics such as CTR and conversion rate, you can identify underperforming ads that may need to be updated or replaced. Consider testing different ad formats, targeting options, and messaging to improve your ad performance.

    Making data-driven decisions

    You can make data-driven decisions about your advertising campaigns by analyzing metrics such as search term performance and placement data. Consider adjusting your bids and targeting options based on performance data and regularly testing and optimizing your campaigns to improve performance.

    Amazon's advertising solutions

    Amazon Ads offers a range of advertising solutions to promote products effectively on the platform. Sellers can leverage various ad types, such as Product Display Ads and Sponsored Brand Campaigns, to enhance their visibility and drive sales. With Amazon Marketing Services, sellers can access powerful tools and resources to optimize their campaigns and maximize results. Search Ads and keyword-targeted ads allow sellers to target specific search terms, while keyword-targeted display ads enable them to reach audiences based on relevant keywords. It’s important to consider the advertising cost and budgeting strategies to ensure a cost-effective campaign. For those seeking to captivate audiences with engaging visual content, the option to buy Amazon video ads provides an exciting opportunity to engage customers and promote products effectively. Amazon Shopping Ad appear alongside organic search results when shoppers search for relevant keywords or browse related products, providing businesses with a targeted and effective way to reach their audience.

    As an Amazon seller, you have a variety of advertising options at your disposal, including Product Display Ads, Amazon Marketing Services, and Sponsored Brands. It’s important to carefully consider advertising cost and the potential ROI for each type of ad. Online shopping continues to grow, making Amazon an increasingly important platform for sellers. Custom Ads and Amazon Native Ads can help to target specific audiences, while audio ads are a new and exciting opportunity for sellers. Pay-per-click ads allow sellers to pay only for the clicks they receive, and understanding sales history and shoppers’ clicks can help to inform future advertising decisions. Monitoring average cost per click and utilizing Amazon PPC can also help to optimize advertising spend. Viewing traffic analytics, optimizing organic rankings, and maintaining a strong Amazon store presence are significant. Promote keyword-targeted ads to increase product visibility when shoppers search for specific keywords. Consider utilizing a managed service option to ensure that top-performing keywords and product details are always up-to-date, and take advantage of reporting tools and the Amazon URL to track and analyze ad performance. Finally, don’t forget about the potential for advertising on Amazon devices, which can provide a unique opportunity to reach a captive audience.

    advertising.amazon.com – custom advertising solutionsadvertising.amazon.com – custom advertising solutions

    Advanced Amazon Advertising strategies

    Promotions and discounts

    Running promotions and discounts is a great way to attract customers and boost sales on Amazon. Amazon offers several different types of promotions, including percentage-off discounts, buy-one-get-one-free offers, and lightning deals. To run a promotion, go to the Advertising tab in Seller Central and select the Promotions option. From there, you can choose the type of promotion you want to run and set the parameters, such as the discount amount and the date range.

    Best practices for promotions and discounts

    • Use promotions strategically to drive sales and boost product visibility.
    • Offer promotions on products that have high margins or that you want to move quickly.
    • Use promotions to cross-sell and up-sell related products.
    • Promote your promotions through email marketing, social media, and other channels to maximize exposure.

    Amazon Attribution

    Amazon Attribution is a measurement and analytics tool that allows sellers to track the performance of their off-Amazon advertising campaigns. With Amazon Attribution, sellers can track the impact of their ads on Amazon sales, as well as other key metrics such as product detail page views and add-to-cart rates. To use Amazon Attribution, sellers must first sign up for the program and install the necessary tracking pixels on their external ads.

    Best practices for Amazon Attribution

    • Use Amazon Attribution to measure the effectiveness of your off-Amazon advertising campaigns.
    • Use Amazon Attribution to optimize your ads for maximum impact on Amazon sales.
    • Use Amazon Attribution to identify opportunities for cross-selling and up-selling your products.

    Amazon DSP

    Amazon DSP (Demand Side Platform) is a programmatic advertising platform allowing advertisers to buy display and video ads on Amazon-owned and third-party sites. Amazon DSP uses data and machine learning to target ads to specific audiences and optimize ad performance. To use Amazon DSP, advertisers must first sign up for the program and set up their campaigns.

    Overview of Amazon DSP

    • Amazon DSP allows advertisers to buy display and video ads on Amazon-owned sites and third-party sites.
    • Amazon DSP uses data and machine learning to target ads to specific audiences and optimize ad performance.
    • Amazon DSP is a powerful tool for reaching new audiences and expanding your reach beyond Amazon.

    Best practices for Amazon DSP

    • Use Amazon DSP to target audiences based on relevant demographics, interests, and behaviors.
    • Use Amazon DSP to retarget customers who have previously interacted with your products or brand.
    • Use Amazon DSP to drive traffic to your Amazon store or product detail pages.

    advertising.amazon.com – Amazon DSPadvertising.amazon.com – Amazon DSP

    Future of Amazon Advertising

    New ad formats and features

    Amazon Advertising constantly evolves, adding new ad formats and features being added regularly. Here are some of the most recent ad formats and features that have been introduced:

    • Amazon Sponsored Display: A self-service display ad platform that allows sellers to target shoppers based on their browsing and purchase history.
    • Amazon Demand-Side Platform (DSP): A programmatic ad platform that allows advertisers to buy display and video ads on Amazon-owned sites and third-party sites.
    • Amazon Live: A live-streaming platform that allows brands to showcase their products and interact with customers in real-time.
    • Amazon Posts: A social media-style platform that allows brands to share product images and videos and engage with customers.

    Amazon Advertising trends and predictions

    Here are some trends and predictions for the future of Amazon Advertising:

    • Increased focus on video ads: Video ads are becoming increasingly popular on Amazon and are expected to be a major focus in the future.
    • Enhanced targeting options: Amazon is expected to continue to improve its targeting options, allowing sellers to reach even more specific audiences.
    • Increased competition: As more sellers turn to Amazon Advertising, competition is expected to increase, making it even more important to have a clear strategy and optimization plan.

    Tips for staying ahead of the competition

    Here are some tips for staying ahead of the competition on Amazon Advertising:

    • Continuously optimize your ad campaigns: Regularly review your campaigns and adjust them based on performance data to ensure you get the best possible results.
    • Focus on high-quality product images and descriptions: Ensure your product images and descriptions are clear, accurate, and appealing to potential customers.
    • Monitor your competitors: Keep an eye on what your competitors are doing and adjust your strategy accordingly.
    • Leverage Amazon’s analytics tools: Use Amazon’s analytics tools, such as Traffic Analytics and Advertising Reports, to gain insights into your ad performance and make data-driven decisions.
    • Experiment with new ad formats and features: Don’t be afraid to try new things and test different ad formats and features to see what works best for your products and audience.
    • Stay up-to-date on the latest Amazon Advertising news and updates: Subscribe to Amazon’s marketing newsletters and follow Amazon Advertising blogs and social media accounts to stay informed about new features, best practices, and industry trends.

    Conclusion

    Amazon Ads provides a powerful platform for sellers to increase product visibility and drive sales on the world’s largest online marketplace. By understanding the various ad types, ad targeting options, budgeting and bidding strategies, and metrics and reporting tools available on Amazon Advertising, sellers can create effective campaigns that reach their target audiences and drive results. Advanced strategies such as promotions and discounts, Amazon Attribution, and Amazon DSP can help sellers stay ahead of the competition and maximize their advertising ROI. As the future of Amazon Advertising unfolds with new ad formats and features, partnering with iCEA Group ensures that businesses can stay ahead of the competition and unlock the full potential of their advertising campaigns on Amazon.

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    FAQ - Amazon Ads

    What are the advantages of Amazon Ads in terms of SEO?

    Amazon Ads are great for driving traffic to your website or product pages. Paid ads can be split into many different ad groups, where each group is targeted toward a specific keyword. Upon clicking on the ad, the visitor is taken to a page that is optimized for converting those clicks into sales.

    How do you get started with Amazon Ads?

    You can start with Amazon Ads in two simple ways. You can use an automated ad campaign, which lets you select the keywords and bid amount that you want to pay per click (CPC), or you can build your own ads based on a creative that you design yourself.

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