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MKTG 349 Week 4- Introduction to Amazon Ads

Amazon, an online shopping site, has it all right at your fingertips. A plethora of products are offered through Amazon, from streaming movies to buying shoes. With millions of active customers worldwide, Amazon offers Amazon Ads to advertise products. Amazon Ads includes a variety of ad formats based on advertiser's goals.



Amazon Ads are versatile. According to “The Basics of Success: Understanding Amazon Ads”, there are a variety of advertisement formats, locations, and payment methods to choose from. Amazon Ads offer Sponsored Products, Video ads, Audio ads, and more. Sponsored Products is a cost-per-click (CPC) method to advertise individual product listings on shopping results or product detail pages. Video ads appear during streamed videos. Out-streamed videos can be viewed outside of video content both on and off Amazon. Audio ads appear on Amazon music across multiple device formats. Before picking an Amazon ad, an advertiser should understand their goals.



An advertiser’s goals are important to identify when choosing an Amazon Ad. Amazon Ads identify these advising goals: awareness, consideration, conversion, and loyalty. Each of Amazon Ad's goals reaches an audience with different mindsets. A goal of awareness is used to maximize the audience by showing a trustworthy brand story. The consideration goal is used when advertisers are trying to reach an audience with a shopping mindset. A conversion goal engages high-intent shoppers that are looking to purchase. For the loyalty goal, advertisers are looking to drive repeat sales. Understanding advertising goals and Amazon Ad offerings help advertisers make informed advertising decisions.


Amazon Ads offer an assortment of ad formats and advertising goals. Amazon Ads include formats that have different locations and payment methods. Advertising goals help advertisers identify the type of audience the ad is shown to. Overall, understanding Amazon Ads can help individuals create high-performance ads.


References:

“The Basics of Success: Understanding Amazon Ads.” Amazon Ads, 2022, https://advertising.amazon.com/library/guides/basics-of-success-understanding-amazon-advertising#offer.

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