How one can Use Amazon Audio Advertisements
With over 55 million listeners, Amazon Music is one of the leading music streaming platforms. Wouldn't it be great if you could find a way to reach out to these subscribers and share your products with them?
Well, you can, and all thanks to Amazon Audio Ads. With Amazon's free, ad-supported tier, you can create short, engaging audio ads to reach a whole new audience base. Let me guide you through how it works.
What are Amazon Audio Ads?
Think of Amazon audio ads like radio ads.
These are commercials between 10 and 30 seconds in length. You can use them for any marketing campaign, from promoting brand awareness to launching a new product.
You also don't have to sell any products on Amazon to use this service. This makes it accessible to more companies.
The ads themselves are played between songs. You can't choose your slot preference, but there is still a wide range available. Listeners can turn on their Echo devices or hear your ad using the Amazon Music app on Android, FireTV, and iOS.
How much do these ads cost? Well, Amazon charges cost per 1000 impressions (CPM) for audio ads. So you pay every time thousands of people see your ad.
You must spend at least $ 15,000 per month on Amazon audio ads to use the service. However, according to Amazon, the average minimum budget is around $ 25,000 per month. Hence you should take this into account.
Why should you use Amazon Audio Ads?
Audio ads are nothing new, but there are two main reasons Amazon's audio ads might be worth trying.
First, think about the possible range. The Amazon Echo is for one thing America's most popular smart speaker, and as I mentioned earlier, there are over 55 million Amazon music subscribers and it's counting!
Second, ad-supported streaming subscriptions will no longer be available in the near future. According to Amazon, 68 percent of Americans rely on free streaming subscriptions, so your campaigns are sure to have an audience.
But the best? You get in touch with the audience in creative, exciting ways. In a highly competitive marketplace, Amazon audio ads can give you an edge over your competitors.
Who Should Use Amazon Audio Ads?
Can Any Business Use Amazon Audio Ads? For sure.
However, are these ads suitable for any business? No.
First, consider your budget. $ 15,000 per month is pretty high, so small or niche businesses may not find the cost justified.
Next, think about your general marketing strategy. Are you planning to use another Amazon advertising product? The ads may work best when used in conjunction with other Amazon marketing tools to build a stronger and more coherent presence on the platform.
Lastly, think about your brand. While you don't have to sell through Amazon to create an ad, Amazon audio ads might make more sense if you're already an Amazon seller and want to direct people to buy from your store.
3 steps to set up Amazon Audio Ads
Ready to try Amazon Audio Ads? Large! Let's break down the steps.
1. Understand your own goals
Before you sign up, set your goals. Why? Because it gives you a creative direction that you need to write a great script and create compelling graphics to go with it.
Remember, no two campaigns are alike. Make sure you understand what you need from your Amazon audio ad before going live.
2. Contact an Amazon Ad Consultant
Next, contact an Amazon ad consultant. They can help you plan, optimize, and launch your audio ad campaigns based on your budget and marketing goals.
Simply click the Get Started link on the audio display page.
Select the country you want to advertise in and choose your monthly budget. Remember, if you want to spend less than $ 15,000 a month, you can't start a custom audio ad campaign.
If you're ok with the budget requirements, please provide your company's contact details and provide a summary of your marketing needs. A consultant will be in touch to discuss your campaign in more detail.
Even if you don't currently have access to Amazon audio ads for your marketing, there is always a chance that Amazon will introduce a more flexible pricing structure in the future.
3. Provide an audio file and accompanying banner
Your Amazon audio ad needs both an audio file and a companion banner when your ads run on devices such as FireTV.
Audio file
The audio file contains the ad itself. Remember that the length can be between 10 and 30 seconds and the file size cannot exceed 1MB.
As for the format, you can either send a WAV, OGG, or MP3 file. The volume should be at least 192 kbps so that it can be easily heard.
To be clear, do not use suggestive, provocative, or offensive language. It must be suitable for a general audience.
Companion banner
Your companion banner (or graphic) will appear while the ad plays. Here are some guidelines for doing this:
- The file must be in JPEG format with a size of 1024 x 1024 pixels.
- It cannot be more than 750 KB.
- The heading cannot be longer than 19 characters. In other words, keep it short and sweet.
There are some visual guidelines as well.
For starters, you can't use style tools that make it appear that a certain part of the display is clickable. Here is an example from Amazon:
A banner in this direction may be more appropriate as there is nothing to suggest that it is clickable:
You can also include a url if you want. However, this should be compact so that the entire graphic is not taken over. "Shop at Amazon.com Now" or a variation of it is fine.
Finally, make sure the text is clear and legible.
Are you having trouble putting together a companion banner? Do not worry. Your ad consultant can help you design and provide feedback if something doesn't work.
Once you've submitted your banner and audio file to your consultant, your ad will be ready to run within three business days.
How to add a CTA to your Amazon Audio ads
A call to action (CTA) encourages users to do something after listening to your ad, such as: B. Buy your product. Unsurprisingly, every Amazon audio ad should have one! Where should your CTA go and what should it contain? Let's take a look.
Since you want users to take action after they've heard your ad, it's usually best to put your CTA at the end. Make sure to include your brand name and a specific action that you want people to take.
Next, keep your CTA short and specific. Don't leave the audience in any doubt about what to do and how to do it.
Finally, avoid using sound effects. You don't want to lose the message behind a jingle in your CTA!
Let's say your business is called Coffee King and you want people to buy your new regular roast. Here are some CTAs you can use.
- "To buy our regular roast, go to CoffeeKing.com."
- "To start shopping, ask your device to look for the Coffee King regular roast."
Remember, if you don't ask a consumer to do something, how do they know what to expect from them?
6 Tips for Creating Great Amazon Audio Ads
Remember that your audio display cannot be longer than 30 seconds. Therefore every second counts. Here are some tips on how to make the most of your time.
1. Write a great script
OK, so it's an art to write a great script. The good news? You can learn that. Here are some tips:
- Use short and simple statements to get your point across.
- Make sure your language and tone resonate with your audience. For example, teenagers may not choose a highly formal language and so on.
- Focus on one core concept per advertising campaign. Don't confuse your audience.
2. Promote the product benefits
What's so great about your product and why should consumers buy it? Make this the focus of your ad. If you are running any promotions or exclusive offers, be sure to mention them too.
However, you should avoid testimonials. Too many voices can mess up your recording and distract from your message.
3. Provide a high quality recording
It sounds obvious, but make sure your recording sounds professional.
- Speak in a clear voice.
- Make sure the recording is clear.
- Avoid speaking too quickly. You are trying to connect to your handset.
4. Avoid sound effects
Does your ad need dramatic sound effects like sirens or horns? Probably not. Loud noises can be annoying to your listener, which is not particularly good when trying to get them to buy your products.
If you really need to use sound effects, use them sparingly and only when necessary to get your message home.
5. Use smooth transitions
Remember, your ad will not run in isolation. It plays between songs or other audio ads. Don't start with a long hiatus or apologize for interrupting someone's music. Since you don't know when your ad will appear, such a statement may be irrelevant.
Also avoid long fades. Just finish with your CTA.
6. Spread a consistent brand message
Consistency is the key. According to Forbes, cross-platform consistency can increase your sales by 23 percent.
Take that away? Make sure you use consistent language, graphics, and branding messages in all of your marketing campaigns. If your audio ad sounds off-brand, it can discourage listeners from shopping for you.
How to Track the Success of Your Amazon Audio Ad Campaigns
Once your advertising campaign is started, you need to monitor your Key Performance Indicators (KPIs) to make sure they are working for you. For audio ads, here are the metrics to track:
- Impressions: How often is the ad played or people hear it?
- Listen Through Rate (LTR): how often does someone hear through to the end
- to reach: Who will hear your ad?
- Purchase intention: How likely is a customer to buy your product after hearing the ad?
Amazon offers tools that you can use to track these metrics. However, you can also use your own tracking tools.
Examples of great Amazon Audio ads
Want to learn more about Amazon Audio Ads in action? Here are two great success stories to inspire you.
Samsung
Samsung, the tech industry giant, needed help marketing its Galaxy S10 Lite cell phone. They chose audio ads to reach young listeners listening to Amazon Music.
According to statistics compiled by Amazon, these audio ads resulted in a 64 percent increase in organic impressions for Samsung and an 18 percent increase in product awareness.
All in all, that's what I call a successful campaign.
Berocca
This brand took Amazon Audio Ads to a whole new level.
Berocca is a popular vitamin company with customers around the world. They wanted to find new ways to reach their diverse target group and sell their Berocca Boost tablets.
How did you achieve your goal? They used actionable audio ads served by Amazon Alexa.
- The ad includes a clear and effective CTA that invites people to give Berocca Boost a try when they are feeling sluggish.
- If interested, the listener gives the voice command to try out Berocca Boost.
- The listeners can then either learn more about the product or use another voice command to purchase the energy tablets directly from the display.
What makes this campaign special is how easy it is for listeners to engage with the audio ad and actually purchase the product.
Conclusion
Using Amazon Audio Ads can help you expand your reach, sell more products, and ultimately grow your business. They are easy to set up and you can go live in just three working days.
Amazon Audio ads aren't for everyone, however. If you have any doubts as to whether this campaign is right for you or if you need help with audio marketing in general, let me help you.
What do you think of Amazon audio ads? How are they helping your business?
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