With over 55 million listeners, Amazon Music is among the main music streaming platforms on the market. Wouldn’t or not it’s nice if you happen to may discover a means to attain these subscribers and share your merchandise with them.
Well, you possibly can, and it’s all thanks to Amazon audio advertisements. Through Amazon’s free, ad-supported tier, you possibly can create quick, partaking audio advertisements to attain an entire new viewers base. Let me stroll you thru the way it works.
What Are Amazon Audio Ads?
Think of Amazon audio advertisements like radio advertisements.
They’re commercials between 10 and 30 seconds lengthy, and you should use them for any advertising and marketing marketing campaign, from selling model consciousness to hyping up a brand new product.
You don’t want to promote merchandise on Amazon to use this service, both, which makes it accessible for extra companies.
The advertisements themselves play between songs. You can’t select your slot choice, however there’s nice attain out there anyway. Listeners can tune in by way of their Echo gadgets, or they’ll hear your advert once they use the Amazon Music app on Android, FireTV, and iOS.
How a lot do these advertisements price? Well, Amazon expenses for audio advertisements on a cost-per-thousand-impressions (CPM) foundation, so that you pay every time a thousand individuals see your advert.
You want to spend a minimum of $15,000 per 30 days on Amazon audio advertisements to use the service. However, in accordance to Amazon, the common minimal finances is about $25,000 per 30 days, so you may want to bear this in thoughts.
Why Should You Use Amazon Audio Ads?
Audio advertisements are nothing new, however there are two major the reason why Amazon’s audio advertisements could also be price a attempt.
First, take into consideration the potential attain. The Amazon Echo is America’s hottest good speaker, for one factor, and as I’ve talked about, there are over 55 million Amazon music subscribers and counting!
Secondly, ad-supported streaming subscriptions aren’t going anyplace any time quickly. According to Amazon, 68 % of Americans depend on free streaming subscriptions, so there’s absolutely an viewers to your campaigns.
The better part, although? You’re partaking with audiences in a artistic, thrilling new means. In a vastly aggressive market, Amazon audio advertisements could provide you with an edge over your rivals.
Who Should Use Amazon Audio Ads?
Can any enterprise use Amazon audio advertisements? Sure.
Are these advertisements appropriate for each enterprise, although? No.
For starters, take into account your finances. $15,000 per 30 days is fairly steep, so small or area of interest companies may discover the fee isn’t justified.
Next, take into consideration your total advertising and marketing technique. Do you intend on utilizing another Amazon promoting product? The advertisements may work finest when used alongside different Amazon advertising and marketing instruments to construct a stronger, extra cohesive presence on the platform.
Finally, take into consideration your model. Although you don’t want to promote by way of Amazon to create an advert, you may discover Amazon audio advertisements make extra sense if you happen to’re already an Amazon vendor and need to direct individuals to purchase out of your retailer.
3 Steps to Set Up Amazon Audio Ads
Ready to attempt Amazon audio advertisements? Great! Let’s break down the steps concerned.
1. Understand Your Own Goals
Before you enroll, set out your objectives. Why? Because it offers you some artistic path, which you’ll want to write an important script and create compelling visuals to accompany it.
Remember, no two campaigns are alike. Be clear on what you want out of your Amazon audio advert earlier than you go stay.
2. Contact an Amazon Ad Consultant
Next, attain out to an Amazon advert guide. They may help you intend, optimize, and launch your audio advert campaigns based mostly in your finances and advertising and marketing objectives.
To get going, merely click on the “Get Started” hyperlink on the audio advertisements web page.
Select which nation you need to promote in and select your month-to-month finances. Remember, if you need to spend lower than $15,000 per 30 days, you possibly can’t launch a customized audio advert marketing campaign.
If you’re OK with the finances necessities, enter your organization contact particulars and supply a abstract of your advertising and marketing wants. A guide might be in contact to focus on your marketing campaign in additional element.
Even if you happen to can’t entry Amazon audio advertisements to your advertising and marketing proper now, there’s at all times an opportunity that Amazon will introduce a extra versatile pricing construction sooner or later.
3. Provide an Audio File and Companion Banner
Your Amazon audio advert wants each an audio file and a companion banner for when your advertisements run on gadgets like FireTV.
The audio file incorporates the advert itself. Remember, it should be someplace between 10 and 30 seconds lengthy, and the file dimension can’t exceed 1 MB.
In phrases of format, you possibly can submit both a WAV, OGG, or MP3 file, and the amount ought to be a minimum of 192 kbps so it’s simply audible.
To be clear, you shouldn’t use suggestive, provocative, or offensive language. It should be fitted to a basic viewers.
Your companion banner (or graphic) reveals up whereas the advert performs. Here are some tips for it:
- The file should be a JPEG sized to 1024 x 1024 px.
- It can’t be greater than 750 KB.
- The headline can’t be greater than 19 characters. In different phrases, hold it quick and candy.
There are some visible tips, too.
For starters, you possibly can’t use type instruments that make it appear like any explicit a part of the advert is clickable. Here’s an instance from Amazon:
A banner alongside these traces could also be extra applicable as a result of there’s nothing to counsel it’s clickable:
You also can embody a URL if you need, nevertheless it ought to be one thing compact so it doesn’t take over the entire graphic. “Shop now at Amazon.com” or some variation of that is OK.
Finally, make sure that the textual content is evident and legible.
Struggling to put a companion banner collectively? Don’t fear. Your advert guide may help you design it, and so they’ll provide suggestions if one thing’s not working.
Once you’ve submitted your banner and audio file to your guide, your advert may go stay inside three working days.
How to Add a CTA to Your Amazon Audio Ads
A name to motion (CTA) encourages individuals to do one thing after listening to your advert, reminiscent of purchase your product. Unsurprisingly, each Amazon audio advert ought to have one! Where ought to your CTA go, although, and what ought to it embody? Let’s have a look.
First, because you need individuals to take motion after listening to your advert, it’s often finest to place your CTA on the finish. Ensure you embody your model identify and a particular motion for individuals to take.
Next, hold your CTA quick and particular. Don’t go away listeners in any doubt over what they need to do and the way they will do it.
Finally, keep away from utilizing sound results. You don’t need to lose the message in your CTA behind a jingle!
Let’s say your organization’s referred to as Coffee King, and also you need individuals to purchase your new Regular Roast. Here are some CTAs you would use.
- “To buy our Regular Roast, go to CoffeeKing.com.”
- “To start shopping, ask your device to search for Coffee King’s Regular Roast.”
Remember, if you happen to don’t ask a client to do one thing, how will they know what you need them to do?
6 Tips to Create Great Amazon Audio Ads
Remember, your audio advert can’t be greater than 30 seconds lengthy, so each second counts. Here are some suggestions for benefiting from the time you’ve gotten.
1. Write a Great Script
OK, so there’s an artwork to writing an important script. The excellent news? It’s one thing you possibly can be taught. Here are some suggestions:
- Use quick and easy statements to make your level.
- Ensure your language and tone resonates along with your viewers. For instance, teenagers could not go for extremely formal language, and so forth.
- Focus on one core idea per advert marketing campaign. Don’t confuse your listeners.
2. Promote the Product Benefits
What’s so nice about your product, and why ought to shoppers purchase it? Make this the main target of your advert. If you’re operating any promotions or unique presents, be certain to point out them, too.
You may need to keep away from testimonials, although. Too many voices can muddle your recording and distract out of your message.
3. Provide a High-Quality Recording
It sounds apparent, however guarantee your recording sounds skilled.
- Speak in a crisp, clear voice.
- Make certain the recording is free from interference.
- Avoid speaking too quick. You’re making an attempt to kind a connection along with your listener.
4. Avoid Sound Effects
Does your advert want dramatic sound results like sirens or horns? Probably not. Jarring sounds can annoy your listener, which isn’t nice while you’re making an attempt to nurture them into shopping for your merchandise.
If you actually should use sound results, use them sparingly, and provided that they’re essential to drive your message dwelling.
5. Use Smooth Transitions
Remember, your advert doesn’t play in isolation. It’s enjoying between songs or different audio advertisements. Don’t start with a protracted pause, and don’t “apologize” for interrupting somebody’s music. Since you don’t know when your advert will play, an announcement like this could possibly be irrelevant.
Avoid lengthy fade-outs, too. Simply finish along with your CTA.
6. Spread a Consistent Brand Message
Consistency is vital. According to Forbes, cross-platform consistency can enhance your income by 23 %.
The takeaway? Ensure you’re utilizing constant language, visuals, and model messaging throughout all of your advertising and marketing campaigns. If your audio advert sounds off-brand, it may deter listeners from procuring with you.
How to Track the Success of Your Amazon Audio Ad Campaigns
Once your advert marketing campaign is up and operating, you want to monitor your key efficiency indicators (KPIs) to guarantee it’s working for you. For audio advertisements, listed here are the metrics you need to observe:
- impressions: what number of instances the advert performs or individuals hear it
- pay attention by way of price (LTR): what number of instances somebody listens by way of to the top
- attain: who listens to your advert
- buy intent: how possible a buyer is to purchase your product after listening to the advert
Amazon presents instruments to enable you observe these metrics, however you too can use your personal monitoring instruments.
Examples of Great Amazon Audio Ads
Want to be taught extra about Amazon audio advertisements in motion? Here are two nice success tales to encourage you.
Samsung, the tech business large, wanted assist advertising and marketing its Galaxy S10 Lite handset. They opted for audio advertisements to attain younger listeners tuning in to Amazon Music.
According to stats compiled by Amazon, these audio advertisements generated a 64 % improve in natural impressions for Samsung and an 18 % leap in total product consciousness.
All in all, I name this a profitable marketing campaign.
This model took Amazon audio advertisements to an entire new stage.
Berocca is a well-liked vitamin firm with prospects all over the world. They needed to establish new methods to attain their various viewers base and promote their Berocca Boost tablets.
How did they obtain their purpose? They used actionable audio advertisements powered by Amazon Alexa.
- The advert features a clear and efficient CTA, inviting individuals to attempt Berocca Boost in the event that they really feel torpid.
- If , the listener offers the voice command to attempt Berocca Boost.
- Listeners can then both hear extra concerning the product or use one other voice command to purchase the vitality tablets instantly by way of the advert.
What’s nice about this marketing campaign is how straightforward it’s for listeners to interact with the audio advert and really buy the product.
Amazon audio advertisements may help you improve your attain, promote extra merchandise, and finally develop your small business. They’re easy to arrange, and you’ll go stay in as little as three working days.
That mentioned, Amazon audio advertisements will not be for everybody. If you’re in any doubt as to whether or not this marketing campaign’s best for you or if you happen to need assistance with audio advertising and marketing extra usually, let me enable you.
What do you consider Amazon audio advertisements? How are they serving to your small business?
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