Amazon Advertising: Types, Selections, and Optimization Guide

According to the latest "Media Advertising Report 2024", Amazon not only ranks fifth in the list of the world's most valuable brands, but has also become one of the core platforms in the advertising field. In view of this trend, doing a good job of Amazon advertising is a key step for cross-border sellers to achieve hot sales and brand promotion. This article will share the types of Amazon advertising and give selection suggestions, as well as provide methods to optimize the effectiveness of Amazon advertising.

I. Types of Amazon Advertising

1. Search advertising
Search advertising includes product promotion, brand promotion and display promotion. It mainly attracts relevant audiences by placing ads at high positions and making them visible. Search advertising uses CPC (pay per click) pricing model, and you can set the maximum amount you are willing to pay as the advertising cost. Among them, display promotion supports CPC (pay per click) pricing and CPM (cost per thousand) pricing models.

2. Display ads
Display ads are mainly displayed when users are browsing, shopping, or playing games, connecting users with products or brands. After users click on the ad, they will be taken to the product detail page on Amazon or a custom landing page on an external website. Display promotion supports CPC (pay per click) pricing and CPM (cost per thousand) pricing models, with no minimum advertising expenditure, but some countries or regions require a minimum management fee of US$50,000.

3. Video Ads
Video ads are full-screen, non-skippable videos that play on Amazon video platforms and third-party popular websites. Ad packages are divided into self-service (minimum $10,000) and managed (minimum $50,000), both charged on a CPM basis. Video ads will be displayed on premium ad inventory, such as Prime Video, Amazon Freevee, and Twitch.

4. Audio ads
Audio ads are divided into standard non-skippable audio ads of 10 to 60 seconds and interactive audio ads that guide customers to purchase. Advertisers can purchase audio ads regardless of whether they sell products on Amazon. Managed and self-service options are provided, and both are charged on a CPM basis.

II. Recommendations for choosing Amazon advertising types

The editor lists the corresponding applicable scenarios based on the characteristics of the four types of Amazon ads. Sellers can choose according to actual conditions and cost budget.

III. Tips for Optimizing Amazon Advertising

1. Use a dedicated static residential proxy

Dedicated static residential proxy provides the actual user's residential IP address, which enables advertisements to be more accurately targeted to users in the target area, thus improving the accuracy and effectiveness of advertisement targeting.

In addition, Amazon may restrict certain content or features due to geographic location or IP address. Using a dedicated static residential proxy can unblock these restrictions, ensuring that advertisers can smoothly access and manage their advertising accounts, thereby facilitating advertising and testing in different market areas.

2. Use IPFoxy dedicated static residential proxy to improve advertising security

On the Amazon platform, multiple advertising accounts may be linked due to the similarity of IP addresses, resulting in reduced advertising effectiveness or even account bans. Using dedicated static residential proxy can provide each advertising account with an independent IP address, reducing the risk of account association.

At the same time, the use of dedicated static residential proxy can also provide advertisers with additional privacy protection and reduce the risk of malicious attacks or monitoring. This is of great significance for protecting advertisers' sensitive information and account assets.

3. Combining automatic advertising with manual advertising

Automatic ads: Set up a group of automatic ads, use a fixed bid plus a percentage strategy, regularly check and optimize the keywords that appear in the automatic ads, and exclude irrelevant words.

Manual advertising: Set up a group of manual advertising, pay attention to keyword performance, and adjust strategies in time. Set up advertising campaigns for each keyword separately for testing to determine the best keyword combination.

4. Optimize the product details page (Listing)

Include high-quality pictures, detailed product descriptions and clear keywords to increase the purchasing intention of users who come through the advertising link.

5. Use Amazon’s official advertising tools

Use Amazon's first-party signals and machine learning-related Amazon advertising knowledge to learn how to scientifically self-evaluate advertising effectiveness.

In summary, E-commerce practitioners should make full use of the Amazon advertising platform, choose appropriate advertising types and strategies, and use tools such as dedicated static residential proxies to improve the accuracy and security of advertising in order to stand out from the competition.