Say Goodbye to Amazon Product Ads … But there are Alternatives
Are you using Amazon product ads? If so, it may be time to look into different advertising outlets, as Amazon will be retiring product ads. The closest you may be able to get to product ads in the future on Amazon is Amazon Text Ads. This product is currently in private beta, but it essentially does the same thing as product ads. However, as the name suggests, it only has text for the ads versus image ads.
So, what alternatives do you have?
Other Amazon Ad Types
Amazon still has other ways you can reach you customer base, including just selling on Amazon and using Sponsored Products, which shows your products along the right hand side of Amazon search results.
Figure 1. Sponsored Ads in Amazon
Using Google Search, you can have your ads pertaining to a certain search term show up at the top of the page. This ad would take them directly to your site. The key to doing well in search ads is to make sure that whatever the search term is, the ad matches it, and most importantly, that the landing page you take them to matches what they are searching for. As seen in example shown in Figure 2, each of these search ads (they are the text only ads) should take me to a page where I can view curtains.
PLAs (Product Listing Ads)
Product Listing Ads, aka PLAs, also come up when a user does a Google search. However, instead of just containing text, they also contain an image and price. You can see what product listing ads look like on the right hand side in Figure 2. This is a great place to show what your products look like and if you have a great price, but again, unless the image, description, and page match up with the search term being used, you won’t have high conversion rates.
Figure 2. Search and PLA ads using the search term “Curtain”
Display ads are the closest you will get to Amazon Product Ads. The Display Network is a group of more than a million websites, videos, and apps where your ads can appear. You can create image or text ads and specify them to the sites related content, demographics, target specific sites, or specific topics. Your ads will appear on web pages throughout the internet and can help you expand your brand name.
Other Advertising Platforms
You can do many of the same things with Google AdWords, Bing Ads, or Yahoo!’s advertising networks. Each comes with their own impression size and display network sites to help you make the most out of your advertising.
If you have any questions about this topic or other marketing questions, contact the retail experts at ArcherPoint.