Chances are, you are among the 300 million people who buy products from Amazon. But even if you’re one of the rare few who don’t, a large segment of your customer base most likely does—and that makes Amazon Ads a good tool to use to reach your target audience. Continue reading to learn about the types of Amazon Ads that are available and how you can use them to increase your company’s visibility.

Sponsored Product Ads

When you use sponsored product ads, your product will appear below the results whenever a consumer searches the keywords that have been selected for your ad. When using these ads, you can either select the keywords yourself or let Amazon’s search shopping intelligence choose them for you. If you use manual targeting, you can choose up to 1,000 keywords—which can be broad or specific—to help trigger your ad. On the other hand, when you allow Amazon’s algorithm to choose the keywords, you have no control of which words are attached to your ad, but the upside is you can discover which keywords are effective and use that information in future campaigns.

Headline Search Ads

Like sponsored product ads, headline search ads are also driven by keywords, except these ads appear at the top of search results pages. When using headline search ads, consumers will only see your promotion when they use exact keywords or phrases, which means you have to choose your keywords carefully. However, you can advertise three or more products in one campaign, so this type of ad really gives you the opportunity to showcase your brand—and sow the seeds that cultivate loyal customers—when people do find your promotion page.

Product Display Ads

While the above Amazon ads allow people to use keywords to direct where their promotions will appear, product display ads are based on customer interest or similar types of products. When creating these ads, you select from a choice of interests – so whether you’re selling running shoes or high-end perfume, your product will be placed on search pages related to the topics you choose. In addition, if you’re familiar with your competitor’s products, you can use the ASIN or UPC numbers to add them to the campaign. That way, when people click on those products, your ad will appear on the same page.

No matter which type of Amazon ad you choose, you get the opportunity to monitor how keywords and phrases are performing, so you can adjust your ad accordingly and use that information for future campaigns. Be sure to take advantage of this vital data and make changes when certain keywords are not yielding the results you want.