What’s performance advertising? Here’s everything you need to know.
Performance advertising is a type of online advertising where advertisers pay for specific results, such as clicks and conversions. Performance marketing and advertising solutions can help promote new products and drive sales.
Performance marketing and advertising solutions help you promote the discoverability of new products, drive incremental sales from your brand catalog, and remarket to shoppers who have not yet converted. With an increasing variety and number of product choices available for shoppers, online marketing and performance advertising can help your brand break through and get your products discovered.
Performance marketing and advertising can help you engage shoppers along their paths to purchase and drive overall sales of your products. We offer a variety of performance marketing and advertising solutions featuring placements and ad creatives that help you efficiently reach the most relevant shoppers, anywhere they spend their time.
Amazon Ads offers a suite of performance advertising solutions designed to help you achieve your performance objectives.
Use Sponsored Products to promote your individual products to high-intent shoppers close to the point of purchase. These ads appear on Amazon shopping results and product detail pages of similar products and link directly to your product’s detail page. Sponsored Products is cost per click (CPC), meaning you only pay when shoppers click your ad.
While Sponsored Products connects shoppers directly to individual products, Sponsored Brands allows you to showcase multiple products from your brand together. These ads link shoppers to custom landing pages or Stores where they can discover the rest of your catalog. In addition to placements on shopping results and product detail pages, Sponsored Brands gives you the ability to advertise on prominent placements on top of shopping results. Similar to Sponsored Products, Sponsored Brands is CPC.
Amazon DSP is best for advertisers looking to scale their display advertising with customized creative and audience capabilities. You can engage relevant audiences based on lifestyle, purchase, and media consumption signals with ads that lead back to your Amazon detail pages or your own website. Ads can appear both on Amazon subsidiaries and on leading publishers’ sites through direct inventory from Amazon Publisher Services and third-party exchanges. Pricing for programmatic advertising through Amazon DSP varies depending on format and placement.
Leveraging Amazon’s first-party shopping insights, Sponsored Display can complement your Sponsored Products and Sponsored Brands digital marketing campaigns by helping you reach audiences anywhere they spend their time. If shoppers initially show interest in your product or similar products but don’t purchase right away, you can reengage them with display ads anywhere they spend their time as they browse third-party websites or social media. These self-service CPC display ads are accessible to any professional seller enrolled in Amazon Brand Registry or vendor who sells products on Amazon.
- Sponsored Products ad creative is automatically generated and includes product image, price, star ratings, and deals and savings badging.
- Sponsored Brands features a custom headline, your brand logo, and multiple products from your catalog in an ad creative that displays product information such as star rating and deals and savings badging. New video creative options (US only) can help your ad stand out and showcase your products or your brand story.
- Sponsored Display ad creative is automatically generated and includes product image, price, star ratings, and deals and savings badging. Sponsored Display campaigns allow you to feature custom elements such as headline, brand logo, and name.
- Amazon DSP offers more options, allowing you to upload your own custom images and video creatives or use automatically generated creatives, which are created using images and details found on your product detail page.
Our advertising solutions offer you a range of placements that vary by product. Sponsored ads can showcase your products and brand on shopping results and product detail pages.
You can also adjust your bid for different placements in Sponsored Brands and Sponsored Products to help you focus on placements that perform best for your goals. Sponsored Display ads and ads purchased through Amazon DSP can also appear on Amazon subsidiaries, such as IMDb, as well as on third-party websites, apps, or social media.
Machine learning refers to the algorithms and systems that our solutions use to improve the performance and delivery of your ads. By evaluating real-time attribution metrics, purchasing patterns, and shopping signals, Amazon Ads’ machine learning models can dynamically adjust parameters such as budgets and bids, to optimize your campaign against performance metrics such as conversions and cost per mille (CPM).
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