Types and purposes of advertisements and shopping behaviours

Goals Based on the Marketing Funnel
The marketing funnel consists of four main stages: awareness, consideration, conversion, and loyalty. At each of these stages, brands should focus on attracting attention, informing, converting, and engaging customers.

Awareness
At this stage, potential customers become aware of their needs and start searching for suitable products to satisfy them. Marketing activities should focus on browsing product categories on Amazon and looking at reviews and recommendations from other customers.

Consideration
Customers consider different product options and conduct thorough research. This includes comparing prices and features of products from different sellers on Amazon as well as reading reviews and opinions from other customers.

Conversion
Customers make their final purchasing decision. PPC ads on Amazon that offer discounts or promotions can accelerate the purchasing decision. Activities at this stage involve adding products to the cart and proceeding to the checkout process.

Loyalty
After purchase, customers may evaluate their experiences and decide on the likelihood of repeat purchases. Engagement includes assessing product quality and customer service as well as the possibility of recommending the product to other customers.

Types and Goals of Advertising
Amazon offers various types of advertising that correspond to different marketing objectives.

• Sponsored Products: These ads aim to increase the visibility of a specific product in search results and promote the sale of that product. They have the most significant impact on ranking and indexing.

• Sponsored Brands: These ads serve to build brand awareness and promote specific products within the brand.

• Sponsored Display: Display ads aim to reach customers on Amazon and beyond. Their goal is to retarget users who have already shown interest in our products or products similar to ours.

Understanding Shopping Behaviours
Understanding the types of shopping behaviours allows for better market segmentation and tailoring of ads to specific needs.

• Impulse Purchases: Customers make quick purchasing decisions, often based on impulse. Marketing strategies should focus on PPC campaigns with low-cost clicks and targeting keywords related to deals. Examples include inexpensive products that do not require much contemplation before purchase.

• Considered Purchases: Customers thoroughly analyze their shopping options before making a decision. In this case, it is wise to use PPC ads with detailed product descriptions and Sponsored Brands ads to showcase the full portfolio of products. Considered options might include furniture, for example.

• Loyal Purchases: Customers regularly return to the same brands or products. Sponsored Brands ads can promote a range of products here, highlighting new collections and offers from a specific brand. An example of loyal purchases would be favourite cosmetics from a certain brand.

• Occasional Purchases: Purchases made based on occasions, promotions, and seasonal sales. PPC ads and Sponsored Products should promote these events, highlighting special offers and discounts.

How Do Goals and Shopping Behaviours Influence Advertising Campaigns?
Analyzing the marketing funnel and shopping behaviours allows for a more targeted and effective use of the advertising budget. For example, at the awareness stage, it is essential to implement campaigns that promote brand and product discovery. This can be achieved through Sponsored Brands ads that appear at the top of search results.

At the consideration stage, when customers compare products and read reviews, it is crucial to focus on ads that provide more information about the product, its advantages, and differences from the competition. Sponsored Products can be used here to promote specific features of the product or its uniqueness.

At the conversion moment, when the customer is close to making a purchase decision, ads should focus on encouraging the purchase through promotions, discounts, or exclusive offers. Sponsored Display can be used here to retarget customers who added a product to their cart but did not complete the purchase.

Finally, at the loyalty stage, it is crucial to keep the customer engaged with the brand through engaging campaigns, such as ads targeting current customers, showcasing new products, or special offers for returning users.

Conclusions
Understanding the marketing funnel and types of shopping behaviours is fundamental for creating effective advertising campaigns on Amazon. This allows brands to tailor their messages and offers to the needs and behaviours of consumers at every stage of their shopping journey. Effective advertising campaigns are those that not only attract attention and convert but also build loyalty and promote repeat purchases.