What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Rebecca Brown

October 4, 2022

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce VPs approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

Sponsored Product Ads on Amazon

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Sponsored Brand Ads on Amazon

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

Sponsored Brand Ads on Amazon

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

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How to Use SEO Keyword Trends to Make Business Decisions
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How to Use SEO Keyword Trends to Increase Revenue

With over 200 ranking factors Google uses to assess and position a webpage in search engine results, keywords are still a crucial aspect to any SEO strategy. Relevant keywords need to be placed across many elements of the page, from the title tag and H1 to on-page copy to help search engines understand the intent of the page.

However, if a brand is looking to accelerate its SEO success, you need to look beyond the monthly average search volume SEO tools provide. Diving deeper to understand that keyword search volumes actually change on a monthly basis—they rise and fall based on many factors—is key to elevating your strategy, increasing revenue and targeting users when they are actually searching online.

How to Use Keyword Trend Data?

Having seasonal keyword trends data can be incredibly powerful for your brand. Being able to understand what your users are searching for and when can influence many aspects of your business, from when to launch products, to selecting the most seasonally relevant terms to include in your on-page copy.

1. Better Plan Product Launches & Drops

After creating numerous iterations of keyword projects for a wide range of clients, the most consistent feedback we are given on how keyword documents are used is for helping plan product launches aligned with when users are searching for them.

A real-life example of this is a client choosing to bring forward the launch of their puffer jacket product collection to meet consumer search interest, rather than following previous fashion cycle patterns.

Looking at the keyword seasonality trends, puffer jacket keywords begin to increase in volume in February each year, hitting their peak in June. This is not a once-off trend and has been repeated in past years. Previously, the brand was launching their puffer jacket range in May, which from a weather perspective is ideal, with the temperature cooling down ahead of winter—perfect for wearing puffer jackets.

However, after analysing SEO trends, having puffer jackets available from February onwards, when users are starting to search for these products, would potentially lead to an increase in revenue and traffic to the site. This tactic of aligning keyword trends with user behaviour and product launches can also be applied to almost every industry and product category, from FMCG items to clothing collections.

2. Optimisation of Landing Pages & Product Pages

Keyword seasonality data can also be used to plan optimisations of landing and product pages. This is, in particular, extremely effective for seasonal products, or evergreen landing pages that are used across multiple campaigns throughout the year.

Looking at the fashion ecommerce industry, seasonal products such as coats and jackets to shorts and tank tops, can all benefit from an injection of seasonally relevant keywords. For coats and jackets, focusing on keywords to do with layering and transeasonal dressing should be implemented in autumn, which can then be switched out with keywords concentrating on warmth and comfort in winter. This strategy can be implemented on a range of pages, including individual product pages and product category pages.

Likewise, evergreen and core products or categories that see multiple seasonal campaigns should also be optimised using seasonal keyword data. Gift cards and gifting pages are a common example of this, where gift cards and other gifting product sales spike before the event and quickly die down afterwards. By optimising these pages ahead of the gifting holiday (e.g. Mother’s Day, Father’s Day, Christmas, etc.), you’ll be increasing the likelihood of these pages ranking—and therefore increasing revenue—for those specific event terms (e.g. father’s day gift ideas).

3. Understanding Store Visitation Seasonality

With more and more people returning to in-store shopping in this post-pandemic landscape, understanding seasonal shopping trends by assessing a brand's store-based keywords (e.g. brand name + location, such as Coles Moonee Ponds) can give a brand a glimpse into current in-store shopping trends. 

The correlation we can make between keywords and store visitation is that the higher the search volume for a particular store keyword, the more people searching for it and therefore the more people are likely to visit in-store. This data can be used for planning in-store promotions, understanding the busiest times of year for the store which helps with rostering staff, and ensuring stores have enough stock to meet customer demand.

This seasonality data can be then overlaid with store foot traffic analytics to create an omnichannel view of store performance and how users online are converting or shopping in-store vs online.

4. Planning Seasonally Relevant Content

If a user is searching for a particular keyword or product to purchase, there is a likelihood that the same person will be looking for additional information on that topic. For example, assessing the keyword trends around Spring Racing Carnival dresses and Melbourne Cup dresses (an annual thoroughbred horse race in Victoria, Australia), these keywords see their peak in October each year, before the event at the start of November.

As part of the Spring Racing Carnival, there are themed days for different events, including Derby Day, Melbourne Cup, Oaks Day and Stakes Day, and for each of those, different dress codes are required. Using the broad keyword seasonality trends can help inform brands when to produce long-form blog content in the lead-up to the event.

If Spring Racing keywords peak in October, then blog content that talks to the dress codes, what to wear, how to make a fascinator, etc. needs to be created and launched ahead of the October peak, ideally a month or two before so the article begins gaining authority and traffic. Users looking to purchase these products will be also searching for information on what the dress codes are, style advice, etc.

If content is being produced and launched during the time the keyword is peaking, you are missing out on potential traffic, brand awareness and revenue that could be captured in the lead-up to it.

Why Do Keyword Search Volumes Change?

There are multiple reasons why keyword search volumes change and that they’re not consistent each month:

Seasonal Events 

The most significant factor that affects keyword search volume trends are seasonal events. Any of the major gifting or sale periods such as Black Friday, Boxing Day, Mother’s Day, Christmas or Easter is the best example of this. 

Consider Father’s Day, which is held on the first Sunday of September every year. In the lead-up to that, searches for keywords such as [fathers day gifts] and [best gifts for dad] are going to be at their highest before the event. However, once Father’s Day is over, it is extremely unlikely that people will be searching for those terms again until next year.

However, if you only look at the average monthly search volume for these terms, it would suggest that users are still using these keywords consistently around the year.

Virality of Topic

Topics that become newsworthy, whether that's through social media, celebrities or mainstream media, are likely to see huge seasonal keyword shifts. A key example of a viral product that surged in popularity was fidget spinners in 2017. After quickly becoming a smash hit on Instagram, Snapchat and the newly-launched TikTok, interest in the topic skyrocketed from its first viral posts in early 2017 until its peak in May 2017. The interest in the product then rapidly declined, falling into the pop-culture history books a few months later.

But what does this mean for SEO? With the increasing interest in the product on social media, keyword search volumes naturally grew. Users were searching for products, how to do tricks, how to clean their products and more. Brands that were able to leverage these viral keyword trends were able to target these users and increase their revenue in line with the trend.

Consumer Trends

Overarching consumer trends, whether it’s due to economic, environmental or social factors can also impact keyword search volumes. During the COVID-19 pandemic, in the first wave of the restrictions in 2020, a number of casual clothing keyword terms saw large search volume increases. 

Why? With a large portion of Australia’s population being restricted to their homes, trackpants, hoodies, t-shirts and sports leggings became our go-to day-to-day outfits. Conversely, clothing categories such as suits and event dresses (e.g. cocktail dresses), saw large search volume declines due to not needing them for work and not being able to participate in these events.

How Do I Get Keyword Trend Data?

There are multiple ways to quickly capture keyword trend data, with the easiest being Google Trends. Simply put in the topic or keyword and it will display an aggregate interest metric which is a culmination of search volume and other factors. That being said, Google Trends doesn’t offer month-by-month breakdowns in search volume—that needs to be calculated from other tools.

Alongside Google Trends, specialised SEO tools such as SEMRush, Moz, Ahrefs and BrightEdge can also provide trends data for selected keywords.

However, for the best results, the Pattern SEO team uses a combination of SEO and SEM tools to capture granular, month-by-month keyword data so you can identify trends, grow revenue and better target users when they're searching for your products—all of which is presented in an easy-to-use, interactive spreadsheet.

For more information on how Pattern can accelerate your SEO strategy, contact us now.

People of Pattern - Ellie Dolphin
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Ellie Dolphin, Brand Manager: People of Pattern

At Pattern, we believe the key to success is our team members. Our PeopleofPattern series shines a light on the people that make Pattern great, learning about their roles, experiences, and what it’s like to work at Pattern. This week we spoke with Ellie Dolphin, Brand Manager in our London office. Could you tell me a bit about your role and experience working at Pattern? I work as a Brand Manager in the Brand Management team here in Pattern’s London office. I’ve been working here for two years now, having started in 2020. I act as the main point of contact for our brand partners, in my case I work with Rituals. I work as their key stakeholder within the business to help them liaise with all of our other functions. This includes our merchandising team, ordering team, advertising team, the warehouse team, and operations team, so it is a beast of a task! This alignment ensures the brand’s business is optimised and we are making good commercial decisions to hit their objectives on marketplaces like Amazon. Why do you choose to work at Pattern? My previous role was quite different to where I am today. I previously worked in a translation team, so we were always reacting to decisions that other people made and translating work that they’d made for other marketplaces. What I liked about Pattern, was that I would be the driver instead. Here, I get to drive forward the strategy and tactics for my brand partners that are best for them on the platform. In my role as a Brand Manager I am no longer reactive to other’s actions, I get to be really proactive and make key decisions. This suits me really well and has helped me develop as a person in terms of my commercial and strategic knowledge. I have learnt a lot about ecommerce in general and also about Amazon and marketplaces specifically, which has been really beneficial for my personal development. What has been the most rewarding part of working at Pattern for you? For me, it’s when I get positive feedback from my partners and when I’m able to cultivate a good relationship with them as well. When a brand partner is succeeding on marketplaces, it means we’re both winning. Pattern is winning, and most importantly our brand partners are winning as well. It feels great knowing that our team has helped them, such as supporting them in achieving their internal goals or sharing data that allows them to validate trends they see in other areas of their business. I enjoy championing my brand partner’s best interests and being their advocate. What does a typical day as a Brand Manager look like? One of the best things about being a brand manager is that no two days look the same. For me, it’s normally reviewing how my brand partner’s business is performing as a whole, so how my listings are appearing, how sales are performing, and then seeing if there are any opportunities to drive more sales in the short term. I plan for new product launches, coordinating with the creative team for new assets, or with the ordering team for forecasting what we might need to order, or with the overseas team on actually setting up those listings and getting them live. I also look at the bigger picture, thinking about the brand’s biggest goals for marketplaces and what our strategy will be in order to achieve this over the next quarter and year, The other part would be communicating with the brand partners themselves, to make sure they are aware of all developments and updates in the business, they have all the information they need to make decisions on their side, and that they are confident in what we’re doing and aware of the results. Why would you recommend working at Pattern? Like I said earlier, the days are really varied and interesting. This is great from a working perspective. For me, it’s also the people I work with. Pattern is a really social company, which makes coming into the office and getting through the work day really enjoyable. I’m actually in the social committee, a responsibility I really enjoy. I love getting the team involved in all the activities that we do. We enjoy going to the pub together, participating in charity races, we have our own Pattern bar in the London office called the Pattern & Crown where we host events each month, there’s lots of things that we all enjoy getting involved in as a team - it’s great. We’re growing our team at Pattern! If you're looking to start a career in ecommerce or even if you're a seasoned professional and want to learn more about our exciting opportunities, check out [our open positions here](https://pattern.com/about/careers/).

Pattern UAE Shopper Report 2022 Cover Image
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Shopper trends and growth opportunities for brands in the United Arab Emirates

Pattern’s 2022 Amazon United Arab Emirates (UAE) shopper research has highlighted the consumer habits in the region, and demonstrated why it is fast becoming one of the most exciting growth opportunities for brands selling online. We surveyed UAE online shoppers at the beginning of 2022 to determine how their shopper behaviour was likely to develop during the year compared to 2021. We compiled our findings in the UAE Shopper Report 2022 and share the most interesting insights shown below. Shoppers have an appetite to spend Online spending in the UAE is set to see a year-on-year increase during 2022. Overall, 74% of online shoppers polled said they would spend more online shopping this year compared to 2021. A further 19% expected to spend the same as in 2021, with just 6% expected to spend less. Of the 74% who expect to spend more during 2022, nearly half (47%) said this figure was likely to be a lot more. Online marketplaces lead the way More respondents expected to purchase online this year from Amazon or Noon than other online retailers for every major product category, including fashion, consumer electronics, home and kitchen, and beauty. For example, in the consumer electronics category, 61% of online shoppers expect to buy from Amazon, and 42% from Noon. In comparison, only 14% expect to buy online from retailers with both stores and a website. For home and kitchen, 60% expect to buy from Amazon, 46% from Noon and just 18% to buy online from retailers with a store and website. This pattern is mirrored in many other categories. Amazon opens new doors The opportunity for consumers to discover new products and brands through Amazon is evident. 42% of Amazon.ae shoppers purchased a product from a brand that they had never purchased before. Our findings show that Amazon.ae is a great platform for brands to raise their profile amongst UAE’s online shoppers. Our UAE Shopper Report shows the growing popularity of Amazon in the region, with shoppers using Amazon to find new products and discover new brands. With increases in usage, spending and Prime membership across almost all age groups, Amazon.ae is a platform where consumer brands must build a strong presence if they want to achieve Middle Eastern sales growth. The UAE’s ecommerce market size is predicted to grow from US$10 billion in 2021, to US$17 billion in 2025, reinforcing the opportunity for brands to achieve profitable growth in the region. Download the full [2022 UAE Shopper Report](https://info.pattern.com/uae-shopper-report-2022) to learn more about the insights we have gained from this research.