Adspert supports all relevant Amazon campaign types with all important characteristics
PPC Campaigns
Campaign Type | Targeting | Creative type |
Sponsored Product Campaigns | auto | image |
Sponsored Product Campaigns | manuel | image |
Sponsored Product Campaign | Manual -PAT (product/ASIN) | image |
Sponsored Brand Campaign |
| Sponsored Brand Video |
Sponsored Brand Campaign |
| Store Spotlight |
Sponsored Brand Campaign |
| Product Collection |
Sponsored Display | Audiences - Remarketing (purchases and views) | image, video |
Sponsored Display | contextual | image |
Sponsored Product campaign is a cost-per-click advertising solution that allows you to create ads for your products that are placed in highly visible placements on Amazon.
Sponsored Brands campaigns use personalized ads to drive customers directly to a landing page or store so that customers can become interested in the brand.
Sponsored Display uses data from Amazon shopping behaviour to present your ads to potential customers who have already shown interest in similar products. This includes users who have previously viewed, added to cart, or purchased the product detail pages of the advertised products.
Scroll down for full Amazon Ads Campaign Types Overview.
Ads can appear not only on Amazon itself, but also on external websites and apps that are part of the Amazon Advertising network. This allows you to increase your reach and reach your target audience outside of Amazon.
Please note:
PPC on Amazon (Pay Per Click) refers to Amazon's advertising model where sellers bid on specific keywords to display their product ads. Advertisers are charged each time a shopper clicks on their ad, regardless of whether the click leads to a purchase. Common Amazon PPC options include Sponsored Products, Sponsored Brands, and Sponsored Display ads.
vPCM Campaigs for Sponsored Display
vCPM (viewable Cost Per Mille) is an advertising pricing model where advertisers pay for every 1,000 viewable impressions. Unlike PPC (Pay Per Click), which charges only when users click on the ad, vCPM focuses on visibility, charging based on how often an ad is seen. This model is used to ensure ads are shown to users even if no direct interaction occurs.
Adspert supports vPCM campaigns for Amazon Sponsored Display Campaigns. To learn more about vCPM optimization and reporting please see this article.
To get more specific information on the amazon campaign types, please have a look at the amazon website.
To know which campaign is the right campaign for your purpose, have a look at our PPC Optimization Guide.
Furthermore, Adspert supports the optimization of the Amazon KDP account.
Amazon Ads Campaign Types Overview
Amazon provides a range of advertising campaign types including Sponsored Products, Sponsored Brands, and Sponsored Display.
They help position your products in front of the right audience, whether on search results pages, across various websites, or through engaging video content.
Here I will quickly explain how each campaign type works and how they are used. For more details on how to choose right campaign type check this ultimate guide.
But here’s a quick rundown:
1. Sponsored Products
Sponsored Products campaign type is Amazon's most popular advertising option, designed to enhance product visibility. Sponsored Products ads attract more traffic to your product detail pages, boosting your products' visibility and accelerating sales.
Aim: Increase visibility - bring more traffic to your product detail pages
Targeting: keywords and products
This campaign type is known for its straightforward setup process.
You can advertise individual products and display them in search results or on product detail pages.
2. Sponsored Brands (formerly Headline Search Ads):
Sponsored Brands campaign type enables Amazon customers to discover and engage with your brand effectively. These advertising campaigns are designed to generate brand awareness and direct traffic to either your custom landing page or your Amazon store.
Aim: build brand awareness
Targeting: keyword and products
Condition: have a verified Amazon Brand Registry account
Sponsored Brands ad options:
Sponsored Brands Product Collection: promote your products in a banner format (up to 3 products)
Sponsored Brands Store Spotlight: promote your entire Amazon store
Sponsored Brands Video: use video to increase visibility and drive brand awareness. Video plays automatically.
Sponsored Brands campaign type is great for building your brand awareness on desktop and mobile alike.
These ads appear in prominent places above, within, below or next to shopping results and on product detail pages. This helps drive discovery of your brand among customers shopping for products like yours.
What's great is that if you have your own Amazon store, Sponsored Brands ads can link directly to your store and not just to individual products.
3. Sponsored Display
Display your products beyond Amazon! Reach relevant audiences on other websites and apps.
Your Sponsored Display ads are shown to users who are interested in products similar to yours.
Aim: reach relevant audiences
Targeting: products and audience
Ad placement options: on and off Amazon
Sponsored Display audiences campaigns help you to engage or reengage audiences who have viewed your products, similar products, relevant categories, and even categories that don't include your products on Amazon.
Besides reaching relevant audiences, you can use Sponsored Display ads for remarketing.
After a user clicks a Sponsored Display ad, they land on your product detail page.
Conclusion
In short, this was a quick recap of Amazon advertising campaign types:
Sponsored Products (the most common)
Sponsored Brands (for building brand awareness)
Sponsored Display (reach relevant audiences, remarketing)
Many sellers use multiple campaign types and manage various campaigns within each type. Without descriptive and consistent campaign naming, this can quickly spell doom for organized structure and become chaotic.
To keep things neatly organized and ensure a smooth workflow, use a descriptive and systematic naming for your campaigns.
Here is a campaign naming template you can use for your campaigns.