Three things you need to know about adding Amazon Ads to your Agency's Scope

E-commerce is nowadays such a relevant channel to reach new consumers that companies and marketers are always looking to advertise and optimize performance in this space. Nonetheless, as agencies we usually look first into Google or Facebook as the main platforms to place ads, forgetting sometimes about a big player: Amazon

As published in Business Insider, Amazon is the third-biggest digital advertising company behind Google and Facebook. Therefore, it is not a surprise that it has its own Ads platform which is growing and gaining relevance among sellers and companies.

Hence, adding Amazon to your agency’s scope is something you should consider. Here are the three things you need to know about it.


1) There are Amazon specialized agencies

If you want to add Amazon Ads to your scope it is important to do some research on the competitors’ landscape because there are Amazon specialized agencies with their pros and cons.


PROS of hiring an Amazon specialized agency:

  • They are Amazon experts and they have created a niche that focused purely on e-commerce.

  • They have their own ad optimization and insights platforms/technologies.

  • They offer several Amazon specialized services:

    • Ad management

    • Consulting

    • Listing optimization

    • Amazon creative services


CONS of hiring an Amazon specialized agency:

  • They do not focus on other digital channels, so brands will need multiple agencies.

  • Brands are still managing most of their e-commerce in-house.

  • Strategic decisions on what products to sell are the brands’ responsibility.


Therefore, if you have clients navigating through different e-commerce platforms you can leverage the fact you could help them grow throughout multiple channels. However, if the brand is purely sold on Amazon, maybe a specialized agency is the best option.

 
Things to Know About Amazon Ads
 
Marketing Agency Ads

2) It’s an environment of its own

When considering adding Amazon Ads to your scope it is important for you to really get to know the platform. It is different to any other Ads Manager you have seen before (especially the terminology and “jargon”) so specializing on it is a good suggestion.

Amazon PPC environment has:

  • Its own products

    • Sponsored Products

    • Sponsored Brands

    • Sponsored Displays

  • Its own metrics and terminology

    • ACOS (Advertising Cost of Sale)

    • TACOS (Total Advertising Cost of Sale)

    • ASIN (Amazon SKU)

  • Its own platforms and tools

    • Scale Insights

    • Seller Central

    • Keepa

3) Do not get intimidated by it

Yes! It sounds like a lot to learn and scope out, but if you are familiar with digital marketing and online advertising, you will get the hang of it very quickly.

All tools and terms sound very different but it’s more like Google Ads than you would believe. At the end of the day, despite using different words and platforms, the final goal is the same and you will be looking into KPIs such as impressions, CTR, CPC and more.

Just learn how it works from an expert and bring to your team someone who specializes on it, and you will easily be able to add Amazon Ads to your agency’s scope.

HiringDOT & CoComment