18 September 2024
Amazon Sessions vs Pageviews Difference Explained
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In our always on, constantly stimulated, and noisy digital landscape, first-impressions matter and rich media content can act as a powerful hook to reel in your audience. As reported in a study by media agency GroupM Amazon advertisers that met the media agency’s criteria for Amazon Ad Creative Best-Practices enjoyed a 3x higher Click-Through-Rate (CTR) and a 6.5x greater Return on Ad Spend (ROAS) than brands that did not meet the criteria (Source). In this blog post, we share some creative best-practices.
Whereas Amazon Sponsored Products ads only feature product listings and do not require creative input, Amazon Sponsored Brand and Amazon Sponsored Display ads require custom visuals, headline copy and optionally also video. Optimizing creative assets is thus vital to achieve optimal results (Explore our Amazon PPC Services).
Sponsored Brands include custom headline, visual and optionally video assets. They prominently display your brand and products on top of Amazon search results and in other placements such as product listing pages. Explore our Amazon Sponsored Brand Ads Services.
Sponsored Display allows for broader reach and retargeting of audiences both on and off Amazon—they may appear on Amazon’s product detail pages (i.e. on a competitor’s listing), Amazon’s search results, or on third-party websites and apps (depending on your country locale). With Amazon display ads, you can use custom ad copy, visuals or videos. Learn more about our Amazon Sponsored Display Ads Services to see how we can help you optimize your ads.
Building a recognizable brand helps your audience easily remember and identify you from the competition while brand consistency strengthens trust and loyalty amongst your customers. Use the guidelines below to drive better brand awareness through high-quality assets that can extend your reach across different devices, placements and regions.
In principle, keyword research for PPC campaigns works exactly the same as keyword research for Amazon SEO. Once you have identified relevant terms, you target them with ads. Include keywords in product titles to increase the chances that users click on your ads.
Understanding your target audience is fundamental to creating ads that resonate and convert. It’s important to know their preferences, behaviors, and needs so you can tailor your creatives for maximum impact.
Studies show that shoppers engage 20% more on desktop and 13% more on mobile with ad campaigns when their brand logo met the logo requirements. A logo is a visual representation of your brand and plays a critical role in brand recognition. Including your logo in Amazon ads reinforces brand identity and ensures that customers can easily associate the ad with your brand. Logos may appear in different sizes, on different devices, and atop different backgrounds so it’s important to anticipate this when you upload your logo assets.
Understanding the distinct approaches and goals of keyword research for SEO and PPC on Amazon can help you develop a comprehensive strategy that enhances both organic visibility and targeted ad performance that ultimately drives more traffic and sales.
Below are some examples for the correct (and incorrect) usage of logos in Amazon ads.
Image credit: Amazon
Logo that is clear, visible and large enough without distracting the ad is more effective than a logo crowded with additional imagery, taglines or extra content.
To combat today’s crowded digital landscape and limited audience attention span, your brand message should have personality to create emotional resonance with your audience, be easily understood at a glance, and compelling enough to prompt further interest. Your messaging should be aligned with your brand tone and voice to create consistency and trust while succinctly conveying the value proposition of your product offering.
Lifestyle images show your product being used in real-life scenarios, helping customers visualize how it fits into their daily lives. These images enhance relatability and evoke positive emotional connections with your audience, such as happiness or comfort, making the product more appealing.
Video content is king in digital advertising. It offers a dynamic way to showcase your product and engage customers.
Leverage seasonal trends, shopping periods and of course Prime Day in your ads. These provide unique opportunities to capture more awareness and interest. Tailoring ad creatives around significant moments can boost engagement and sales, especially if customers are anticipated to shop around this event (i.e. Christmas).
Understanding Amazon’s ad guidelines and policies is crucial to ensure ads are approved and perform well in the marketplace. These guidelines cover various aspects, including common pitfalls to avoid to ensure your ad gets approved, image quality, and ad formatting.
It’s important to stay up-to-date on Amazon’s guidelines and policies by regularly reviewing the official Amazon pages and subscribing to their official communication channels to help you stay informed on frequent changes.
While staying informed and adhering to Amazon’s guidelines ensures success in your Amazon ad campaigns, creating effective Amazon ads goes beyond technical precision—it’s about infusing creativity and energy into your campaigns that resonate at a deeper level with your audience. Emotion is a powerful force to shift behavior changes and influence decision-making that will ultimately help you win over customers. If you are not sure how to edit your campaigns check out our step-by-step guide on how to edit Amazon advertising campaigns.
Oftentimes it will take you a while to figure out the best communication angle, or to tweak creatives until they deliver maximum impact. Testing and learning is thus an important part of the process. As an Amazon advertising agency we have significant experience deploying creatives that are proven to work. Contact us today to get a free consultation and to learn how we could help you turbocharge your creative iterations to reach maximum ad efficiency faster.
Related readings: How to conduct Amazon PPC keyword research and our guide on Amazon retargeting ads.