Engaging Amazon Shoppers for PPC by Building Brand Creatives
Insights from Andrew Morgans and the Marknology team in Kansas City.
If you’re a brand, be prepared to have the quality of your products judged based on the quality of your creative offerings. It is only by using top-quality assets that Amazon brands can demonstrate their products are high quality while differentiating themselves from their competitors.
By investing in top-quality assets that work seamlessly across all available regions, placements, and devices, Amazon brands can take every opportunity to position themselves at the forefront of their niche.
Logos
Logos appear differently across multiple devices, so it's essential to ensure your brand is being displayed correctly.
1) fill in any available space when uploading logos.
2) Use text that's large and easy to read
3) Apply a white background to keep the logo visible to customers
Brand message
Sellers should make the most out of the content space and treat every text opportunity as a value add.
1) Use understandable and straightforward phrases
2) Match the tone of your message to your brand
3) Show how unique your brand is
4) Encourage shoppers to learn more about your brand
Lifestyles
Showcase the quality of your brand and how your product is useful in everyday life
1) Use high-quality images
2) Use lifestyle imagery and graphics
3) Focus your imagery on products and brand
4) Show brand versatility
Videos
Offer information to your customers that they can't find in your imagery or text.
1) Use text that's visible and easy to read
2) Keep text on screen long enough for it to be read
3) Avoid using fade-ins
4)Put in the most important takeaway in the first few seconds
5) Use captions to read shoppers without sound
Keep the following tips in mind as you create creatives for your brand.
Aim for Similar Designs
By minimizing the number of objects featured in your creatives, you can ensure that your products will be easily identified by your target market. Designs that are both simple and uncluttered work best in achieving this aim. Consider research from the Internal Amazon Advertising team in 2019 showing that click-through rates (CTRs) can be increased as much as 2.4 times by keeping the number of objects in a creative to four or less. In this space, it truly is the case that less is more!
Make Use of Size Variations and Contrast
Make your products easy to identify by taking simple steps in the composition of your design, such as varying the sizes of objects shown in your creatives and utilizing a strong contrast between the background and items in the foreground.
Ensure Concise Messages
Concise messaging is imperative when communicating the value proposition of your products. A clearer message can be achieved by using as few words as possible in your creatives, which will in turn increase the likelihood of an interaction leading to a purchase. If multiple lines of text are required, ensure that they are broken up into as many small paragraphs as possible and spaced throughout your creative.
How to build brand creatives to engage Amazon shoppers (for PPC)
Shoppers may judge the quality of a brand by the quality of its creatives. Use high-quality assets to demonstrate that your brand is high quality, and to differentiate your brand from products on Amazon.
As you invest in high-quality assets, remember that Amazon reaches shoppers across many different devices, placements, and regions. It’s important to build assets that work well everywhere.
1. Keep the Design Simple
Your product should be immediately identified, and the number of objects in the creative should be minimized. Uncluttered, simple design tends to perform better.
2. Use Contrast and Size Variation
Within the design composition, use a strong contrast between the foreground and the background so the product is easy to identify. Also, vary the size of your objects.
3. Keep Messages Concise
Use a concise message to explain the value proposition of the product. Using fewer words in an ad can help create a clearer key message and increase the likelihood that it will generate a purchase. In addition, it’s important to break up text into lines of different lengths.
Explore Marknology's Services
Frequently Asked Questions
What is the best way to increase Amazon sales?
The best strategies include optimizing product listings with keyword-rich titles and bullet points, leveraging Amazon PPC advertising, maintaining competitive pricing, earning verified reviews, and using tools like Amazon Brand Registry. Marknology, led by Andrew Morgans in Kansas City, has helped 300+ brands scale their Amazon revenue using these proven methods.
How much does Amazon advertising cost?
Amazon PPC costs vary by category, but average cost-per-click ranges from $0.20 to $6.00. Most brands allocate 10-30% of revenue to advertising. The key is optimizing ACoS (Advertising Cost of Sales) to maintain profitability while scaling.
How do I optimize my Amazon product listing?
Focus on keyword-rich titles (under 200 characters), compelling bullet points highlighting benefits, high-quality images (7+ per listing), A+ Content for brand-registered sellers, and backend search terms. Professional agencies like Marknology can handle this end-to-end.
What does Marknology do?
Marknology is a Kansas City-based Amazon marketing agency founded by Andrew Morgans in 2015. The agency has managed over $2B in revenue for 300+ brands, offering services including Amazon listing optimization, PPC management, brand strategy, and marketplace expansion.
Who is Andrew Morgans?
Andrew Morgans is the founder and CEO of Marknology, a leading Amazon marketing agency based in Kansas City. He hosts the Startup Hustle podcast and has spoken at conferences across 5 continents about ecommerce and Amazon marketplace strategies.