Generating Amazon Visibility and Sales

Through a Full-Funnel Advertising Approach

Success on Amazon isn’t just about having a great product—it’s about making sure the right shoppers see it, at the right time, in the right context. That’s where a full-funnel advertising approach comes in. By blending awareness, consideration, and conversion tactics across Amazon’s ad formats, brands can maximize visibility, increase sales, and build lasting customer relationships.

At IPM, we help brands execute data-driven advertising strategies using a mix of Sponsored Products, Sponsored Brands (including Sponsored Brand Video), and Sponsored Display campaigns. Here’s how each element contributes to a powerful full-funnel strategy.

1. Sponsored Products – Capture High-Intent Shoppers

Sponsored Product ads are the foundation of most Amazon ad strategies. These cost-per-click (CPC) ads appear in search results and on product pages, targeting shoppers based on keywords or ASINs.

Why they matter:

• They drive bottom-of-the-funnel conversions by targeting shoppers who are already searching for related items.

• They provide consistent visibility and a high return on ad spend (ROAS) when properly optimized.

• Automatic and manual targeting options help scale and refine reach.

Pro Tip: Continuously harvest converting search terms from auto campaigns and move them into exact-match campaigns for better control.

2. Sponsored Brands – Build Awareness and Brand Recall

Sponsored Brands, including Sponsored Brand Video, appear at the top of search results and feature your logo, custom messaging, and a curated product set or engaging video.

Why they matter:

• Perfect for mid-funnel shoppers comparing options.

• Help establish brand authority and showcase multiple products.

• Sponsored Brand Video is highly engaging and typically offers a lower CPC than other formats.

Pro Tip: Use video to highlight product benefits, demonstrate usage, or address pain points quickly—ideal for mobile shoppers who prefer fast, visual content.

3. Sponsored Display – Retarget and Cross-Sell

Sponsored Display ads appear on and off Amazon, allowing brands to retarget past viewers, reach competitor audiences, and promote related products.

Why they matter:

• They support both conversion and loyalty goals by staying top-of-mind.

• Custom audiences and placements allow nuanced targeting strategies.

• Can be used to protect your brand’s real estate on your own listings.

Pro Tip: Layer Sponsored Display with aggressive ASIN targeting during Q4 to pull share from competitors.

4. Amazon DSP – Advanced Targeting at Scale

For brands looking to go beyond native ad formats, Amazon DSP (Demand-Side Platform) allows for programmatic advertising both on and off Amazon.

Why it matters:

• Enables upper-funnel awareness campaigns based on demographics, lifestyle segments, and past shopping behavior.

• Allows video and display ads across Amazon-owned properties and external sites.

Note: DSP often requires a higher budget or agency support but can deliver long-term brand growth when layered with retail media. IPM has the unique advantage of self-service DSP account management credentials in Amazon’s Advertising Portal, meaning we can avoid the burdensome minimum budget requirements of Amazon-managed DSP campaigns, while also allowing full and direct access to DSP campaign data.

Final Thoughts

A full-funnel approach isn’t just more strategic—it’s essential in today’s competitive Amazon landscape. By combining Sponsored Products for conversions, Sponsored Brands for brand-building, and Sponsored Display for retargeting, brands can guide shoppers from discovery to purchase—and back again.

Want to build an advertising strategy that supports your entire sales funnel? At IPM, we specialize in building high-performance campaigns that align with your goals and scale profitably. Let’s build something that sells.