Need help making ads for baby products? Here are five tips to help your creative stand out.

Mother and daughter playing with doll house

From blankets to bottles, strollers and diapers, there are lots of products parents and guardians may consider for their babies. This means it can be important for brands to stand out, so Amazon Ads has used insights gained from 26,000 Amazon DSP static ads and design elements to put together five insights for marketers of baby products. Whether your goal is to raise brand awareness of new products or choose the perfect color scheme for a new ad campaign, these suggestions could give your ads a boost. Here’s how using insights to select the best images and text could help brands create marketing campaign ads that have an impact on customers of baby products.

The Key Performance Indicators (KPIs) for these tips include average click-through rate (CTR), detail page view rate (DPVR), purchase rate (PR) and return on ad spend (ROAS), which are important metrics for helping ad creative to resonate with audiences.

Consider the discount messaging

Whether or not to use discount messaging in ads for baby products depends on the KPI you’re most interested in trying to improve. For example, using discount messaging such as “Save up to XX%” saw an increase in average DPVR, by 17%, and in average PR and ROAS, by 31%.1 However, the ads without a discount message had an increased average CTR of 16%.2 So, if you’re focused on raising brand awareness and improving CTR, it may help to skip the discount call-out. Regardless, remember that discount messaging is only allowed on static ads, if no dynamic ad format is available for the ad size, or if you are linking to an external destination or an Amazon destination with multiple ASINs (such as Stores).

A call-to-action (CTA) is a button or text on an ad that prompts customers to take an action such as “Buy” or “See more”. On baby ads, it can help to keep the CTA at a low height – that’s a height no more than 3 to 10% of the ad’s total height, in rectangle or taller formats. Customers often prefer to see the product itself or details to inform their shopping decisions. Creatives with the CTA placed at a lower height had an average CTR that was 18% higher than those with a high CTA height.3 No matter where the CTA is, make sure it adheres to the Ad Policy guidelines on legibility.

Take note of CTA sizing

Think of a larger audience

In the text for baby product ads, it can help to speak to the broader audience, rather than directly addressing customers. For instance, ad creatives without pronouns addressing customers saw an increase in average PR and ROAS by 10%.4 The language used could make all the difference when talking to parents about baby products.

Brightly lit images and colours in both the background and foreground of ads for baby products can help improve KPIs. Creatives with brightly lit backgrounds had an increase in average DPVR by 14%.5 Also, there was an improvement in average PR and ROAS by 12% for creatives with light backgrounds and foregrounds compared to creatives with darker imagery instead.6 The foreground includes images as well as text, so consider putting any CTAs or messaging in a brightly coloured font, too.

Brightly lit images can boost ad performance

Count your colours

Yes, even the colours in ads can make a difference in getting customers to click. In the ads for baby products, there was an average CTR 12% higher for creatives with a high left-to-right color variation.7 That means that there was a spectrum of colours used across the ad.

See these tips in action

Here are what display ads examples could look like after following Amazon Ads’ tips. There’s more information and tips on display advertising available, too.

Baby ad example showcasing how recommendations for CTR might be implemented

Tips in action for CTR driven campaigns

Baby ad example showcasing how recommendations for DPVR and PR/ROAS might be implemented

Tips in action for DPVR driven campaigns and PR/ROAS driven campaigns

How Amazon Ads sourced these insights

The category insights used here were generated by capturing design elements from 26,000 creative image files from within the US from 2018 to 2020. Creatives were separated into verticals according to their audiences. Statistical and machine learning models then looked at the impact of design elements on awareness, consideration and purchase KPIs. Creative performance was adjusted to remove the contribution of confounding effects such as placement and serving frequency.
Audience segments included in the analysis: safety, apparel, monitors, toys/teething, furniture, highchairs/boosters, food/feeding/formula, bathing/cleaning/laundry, childcare, gear, gifts, bathing, bedding, strollers, healthcare products, diapers/potty training, pregnancy books.

Learn more

Want to find out more about optimizing your advertising creative? Explore other ways to improve ad campaigns for a variety of other types of categories, including beverage advertising and fashion advertising.

1–7 Amazon internal, July 2021, US