Before You Start

Before diving into this article and learning more about Amazon Ad Placements, it is recommended that you have a basic understanding of fundamental Amazon PPC concepts.

If you’re new to Amazon Advertising, we suggest checking out Amazon PPC for Beginners or familiarizing yourself with keywords, product targeting, and ad placements.

This article will assume a working knowledge of these concepts and focus on the various campaign types and placements available on the platform.

Let’s get started!

Overview

• Sponsored Products Ad Placements
  • Keyword Targeting Campaigns
  • Product Targeting Campaigns
• Sponsored Brands Ad Placements
  • Headline Search Ads
  • Video Ads
• Sponsored Display Ad Placements
• Summary and Next Steps
• Related Articles

Sponsored Products Ad Placements

Keyword Targeting Campaigns

Keyword Targeting campaigns within Sponsored Products can appear in multiple placements on Amazon, including:

• Search Results: Your ads can be displayed at the top or bottom of search results when customers search for specific keywords relevant to your products. This placement ensures high visibility and exposure to potential customers actively looking for products like yours.
  
  Here are a few examples of what they look like in the search results:

• Product Detail Pages: Your ads may also appear on the detail pages of related products. When customers view the details of a product similar to yours, your ad can be shown to capture their attention and divert them to your product listing.
  
  Moreover, even though you are targeting a keyword, Amazon will sometimes display your ad on your competitors’ product pages if they think that it would lead to a conversion.
  
  Here are a few examples of what they look like on Product Pages:

Product Targeting Campaigns

When you target ASINs in Amazon Product Targeting Campaigns, your ads will mainly show up on product pages under the “Products related to this item” header of the product detail page.

This placement allows you to reach customers who are currently looking at products like yours, offering them your products as attractive alternatives.

Here are a few examples of what they look like:

Sponsored Brands Ad Placements

Headline Search Ads

Headline Search Ads within Sponsored Brands have specific placements designed to enhance brand visibility and capture customer attention.

These ads can appear in the following locations:

• Search Results: Headline Search Ads are prominently displayed at the top of search results, above the organic product listings. This prime placement ensures maximum visibility and brand exposure to customers searching for relevant keywords.
  
  There are a few elements that are present on the Headline Search Ad in search results:
  
  (a) Brand logo – make sure that you are using a high quality image here so it doesn’t look pixelated.
  (b) Headline – your headline can be a maximum of 50 characters and will show at the top of the Headline Search Ad.
  (c) Image – this image displays prominently on the ad and is the largest element. It is best practice to include a human face in there, if possible!
  (d) Products – these are links to the actual products being advertised with their main image and title.

• Product Pages: With sponsored brands, you can also take advantage of Product Targeting to target specified ASINs or categories within your niche. They also appear at the top of the product page, although not as prominent as the Search Results placement.
  
  Sponsored Brands ads on product pages share all of the elements as its Search Results placement, minus the large image.

Video Ads

Video Ads within Sponsored Brands offer engaging placements across different Amazon channels, including:

• Search Results: Video Ads can be displayed in search results, capturing customer attention with compelling video content.
  
  This placement allows you to showcase your products and brand message in a visually impactful way, increasing brand visibility and attracting potential customers.
  
  It’s important to keep in mind that although the video does autoplay when in view in customers’ browsers, the audio stays muted.
  
  That said, do your best to make your Sponsored Brand Videos as visually appealing as possible.
  
  Here is an example of how they look in search results:

• Product Detail Pages: Video Ads may also appear on the detail pages of relevant products. This ad placement lets people interact with your brand by watching videos when they’re thinking about buying similar items.
  
  In most cases, these will appear directly under the bullet points of the ASIN that you’re targeting.

Sponsored Display Ad Placements

Sponsored Display campaigns offer placements beyond Amazon’s platform, allowing you to reach customers both on and off Amazon. The placements include:

• Product Pages: You can leverage Sponsored Display Ads to directly target your competitors’ ASINs and have your ad show either directly under the buy box or under the bullet points. This is a great way to steal traffic from your competitors and get more eyes on your product detail pages.
  
  Here is how both product page placements look like on product pages:

• Amazon Sites: Sponsored Display Ads can appear on various Amazon sites, such as product detail pages, customer reviews, and other relevant pages. These placements help you target customers who are actively browsing and researching products within Amazon’s ecosystem.

• Third-Party Sites and Apps: Sponsored Display Ads can be shown on a wide range of third-party websites and mobile apps that are part of Amazon’s advertising network. This extends your reach beyond Amazon’s platform, allowing you to target potential customers even when they are not directly interacting with Amazon.

Summary and Next Steps

Amazon Ads are undoubtedly a powerful tool for promoting your products and driving sales.

By understanding the different campaign types and their specific placements within Sponsored Products, Sponsored Brands, and Sponsored Display, you can make targeted advertising strategies that optimize their visibility and increase their chances of attracting potential customers.

Further, explore the different ad formats and placements available and utilize the diverse placements to ensure that your ads are seen by the right audience at the right time, driving conversions and boosting your sales on Amazon.

By leveraging the knowledge and insights shared in this blog post, you can use your improved understanding of Amazon Ad Placements to make better decisions on your ad design, keyword targeting, and product targeting.

Best of luck on your advertising journey!

Related Articles

• Amazon PPC 101: Amazon PPC for Beginners
• Maximizing Product Visibility: A Guide to Utilizing Amazon Sponsored Brands Video Ads

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