If you're selling B2C products, you're probably using a lot of PPC ads.
On both Google and Facebook, these ads can be a great way to get your wares in front of the right people.
But there's actually a third player in the B2C PPC space, one that people all too often forget.
The retail titan itself offers “Sponsored Products” as a way to advertise via the website's search function.
Today, consumers are increasingly skipping Google and going straight to Amazon for a lot of different kinds of products.
The rise of voice search, especially in the form of home assistants like Alexa and Google Home, has reinforced this trend.
So, having a paid presence in Amazon search results could make a huge difference for you.
Their ad platform is experiencing some serious growth right now, and getting in early could pay off later in a really big way.
In a recent blog post, Hubspot explains how you can get started with ads on Amazon.
When you’re thinking about your online advertising strategy, you want to meet your consumers where they are.
And if you're a B2C company, that place is — more likely than not — Amazon.
They're on the fast track for exponential growth in the coming years, but since they're still not officially a major player in the online ad business, there's an incredible opportunity for advertisers to get in early and score better ad positions at a lower cost than more established properties like Google AdWords.
If you are an e-commerce company, advertising on Amazon is something you should definitely explore.
Getting Started With Amazon Ads
Amazon has several advertising programs to chose from, but the best one to get started with is Amazon Sponsored Products.
The Sponsored Product ads are really just image ads — similar to display ads in Google Adwords — but the cool thing is that they appear in search results on Amazon right next to the searched products.
So when I do a search for “guitar tuners” in Amazon I get this:[image source: Hubspot]
The only visible difference between the sponsored and the non-sponsored results is the gray “Sponsored” tag that appears above the product title.
You'll also see sponsored products can appear in the sidebar.
The same search in Google yields this:[image source: Hubspot]
The process for Amazon Sponsored Products is very similar to advertising on Google AdWords: you select keywords, and your ad will show up when someone searches for them.
Like AdWords, you pay only for the clicks you receive on your ad.
And when someone clicks on your Sponsored Product Ad, they're sent to your landing page, which would typically be your Amazon product detail page.
You could also send them outside to a page on your website if you choose.
You can read more about how to set up sponsored products on Amazon in the full post from Hubspot.