Amazon Media Education and Skills for the Professional Advertiser
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AN INDUSTRY GUIDE TO Ecommerce Advertising Amazon Media Education and Skills For The Professional Advertiser MODULE 10 Ecommerce Advertising-Amazon Media Module 10 In-Market Advertising– Contents Learning Objectives...............................................................1 Amazon’s Marketplace Amazon Ad Formats......................................................... 3–5 Amazon is at the intersection of advertising Where People See Amazon Ads...........................................6 and shopping. Amazon Platforms.................................................................7 Targeting.............................................................................8-9 Amazon has become the first step for online shopping. It has Pre-Campaign Planning......................................................10 risen to be a potent advertising channel for reaching consumers Audience Reach..................................................................11 that are ready to buy. It is the core of what industry experts now Retail Readiness................................................................. 12 call ‘ECommerce Advertising’. Amazon Media Pricing........................................................13 Creative Formats...........................................................14–17 The paid messaging facets of Amazon Media will be exposed Metrics & Reporting.............................................................18 in this learning module. It is important to grasp that all Case History........................................................................19 opportunities are housed in Amazon’s platform of search, Review.................................................................................20 discovery and sales. Student Exercise.................................................................21 This module provides an overview of Amazon Media as: • A strategic growth advertising medium for brand products • A multi-dimensional targeting opportunity • A Ready-Fire-Aim medium to be used singularly or in combination with legacy and/or other digital media. Ecommerce Advertising-Amazon Media TUTORIAL Awareness Learning Objectives 1. Explain Amazon Media advertising forms: Sponsored Products, Sponsored Brands and Display advertisements. Consideration 2. Show where Amazon ads appear: platforms, screen placement and site placement. 3. Demonstrate Amazon’s abilities to target audiences along with Action the exclusive differentiator; in-market audiences. 4. Explain Amazon advertising pricing models. 5. Detail the creative formats of Amazon advertising along with mechanical specifications. 6. Present Amazon campaign performance metrics for campaign optimization. Just what is ECommerce advertising? In the most simple terms, ECommerce or EComm advertising is the online promotion of goods and services for commercial transaction. It is selling online. EComm advertising is messaging strategically on the internet to facilitate the bottom funnel action of purchase. 3 Ecommerce Advertising-Amazon Media Module 10 Digital Media The ‘Big Digital Ad Picture’ Before instruction on Amazon media, give students a broad view of the digital advertising media landscape. Present it as three(3) puzzle pieces Search Advertising that form the core of consumer action: Search, Social and ECommerce. Search advertising is using keywords What consumers are interested in. to identify what consumers seek. Google is the dominant force. Social advertising is taking advantage Social Advertising of the users’ demographic information and targeting ads appropriately. It is the core of Facebook. Who you are. ECommerce advertising is data-driven marketing to capitalize on actual consumer behavior or purchases. Amazon is the only place where a Ecommerce Advertising marketer can run their media, and get product attributed media performance What people buy. information. ” Google knows what consumers are interested in, and These three(3) puzzle pieces of Facebook knows who you are. But Amazon has what many consumer action: Search, Social and in the advertising industry regard as the most important ECommerce are the core of Attribution piece of the puzzle: what people buy.” Modeling which will be the topic of a future, soon-to-be-released, AAF Teaching Module. 4 Ecommerce Advertising-Amazon Media Module 10 Ad Formats: How people see Amazon Ads Amazon ECommerce Advertising Amazon advertising is discovery on the path to purchase. It is a point of reaching shoppers who are ready to buy. Amazon advertising products include: 1. Sponsored Products 2. Sponsored Brand Ads 3. Display Ads Advertisements on Amazon are unique to the medium’s visual shopping platform. It is a visual marketplace where ads blend tastefully into the fabric of an v shopping experience. It is wise at the early stage of instruction to take students to a live Amazon site view. Click to reveal different ad formats. Emphasize the placement of each along with where they exist along the path to purchase (initial search, product research, check out and thank you pages.) Sponsored Products Sponsored Products is a pay-per-click solution that enables advertisers to sell with keyword-targeted ads that appear in highly visible placements on Amazon.com. Advertisers place products to advertise and choose keywords to target ads. Targeted ads that appear within and alongside NOTE: A prerequisite for all Amazon advertising is that a company or organization search results. Sponsored Product ads are displayed to shoppers on must have an Amazon seller or vendor account. search results and product detail pages. Audiences that click are taken FULL DETAILS: https://services.amazon.com/content/sell-on-amazon. htm?ld=SC- directly to the product detail page. SOAlogin&ref_=am_sp_us_A20M 5 Ecommerce Advertising-Amazon Media Module 10 Sponsored Brand Ads Sponsored Brand Ads are keyword-targeted ads that appear within search results on desktop and mobile. Sponsored Brand Ads allow brands to have a custom headline and logo within the ad creative and drives shoppers to a custom landing page or Amazon Store. 6 Ecommerce Advertising-Amazon Media Module 10 Amazon Display Ads Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who are actively viewing specific products. Amazon display ads can appear on the product detail page, on the right rail of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web and mobile app. 7 Ecommerce Advertising-Amazon Media Module 10 Above the Fold (ATF) When audiences come to Amazon they see a page with information, products and additional content. This top section of the Amazon site that may be seen without scrolling, is referred to as Above the Fold or ATF. Below the Fold (BTF) When audiences come to Amazon, the opposite of ATF is Below the Fold (BTF). This is the section that requires scrolling to see. Often it contains additional product information or reviews. The actual place of Below the Fold depends on screen size and resolution. On smaller aspect ratio screens like 1280 x800 the actual scroll begins at 800 pixels. The same page on a 1920 x 1200 aspect ratio screen will be in full view. 8 Ecommerce Advertising-Amazon Media Module 10 Amazon Advertising Platforms Desktop Laptop Mobile Kindle Fire Fire TV An unspoken, but unique feature of Amazon ECommerce ads is the application across platforms. Ads are served up on desktop computers, mobile devices, Amazon Kindle readers, Amazon Fire tablets and Amazon TV. The delivery options range from staticdisplay to interactive and full video. 9 Ecommerce Advertising-Amazon Media Module 10 Targeting Audiences Digital/Interactive Media Audience Targeting The internet expanded audience targeting capabilities beyond the demographic, geographic and timing tools of traditional media. The use of web tracking instruments, from cookies to tags to pixels, has delivered additional opportunities to pinpoint target audiences with: Contextual Targeting Audiences who view, visit or interact with websites, mobile browsers or other ad supported devices based on the identity of the user and The true science of ECommerce advertising is displayed in Amazon the content displayed. audience targeting. It is important at this point to chronologically walk students along the path of media audience targeting. Example: Serving ads for patio furniture on a site like SouthernLiving.com where content and editorial focuses on outdoor living, home enjoyment and decor. • Traditional/Legacy Media: broadcast, print, out of home • Digital/Interactive Media: websites, social media Lookalike Audience Targeting • ECommerce Media Reach new people who are likely to be interested because they’re similar to existing customers or users Traditional/Legacy Media Audience Targeting Before digital media, audience targeting for broadcast, print, out Example: Current product users visit certain websites, use specific complimentary of home and traditional media was, and still is, governed by audits products, participate in common activities, and display identical demographic from Nielsen, Arbitron, advertiser and secondary research sources. characteristics to current customer base. Traditional/Legacy media audience targeting includes: Remarketing • Demographic: age, gender, income, household