Guide
How to advertise on HAQM Business
This guide will help you unlock your full business-to-business (B2B) advertising potential on HAQM Business.
You do not need to register again if you are already registered with HAQM Ads. You can sign in directly to your HAQM Ads account.
Learn how to reach specific B2B audiences and optimize your campaigns
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Welcome to our comprehensive guide for advertisers navigating the unique landscape of the HAQM Business store. This guide will help you unlock your full business-to-business (B2B) advertising potential on HAQM Business by showing you how to leverage Sponsored Display B2B audience targeting and Sponsored Products exclusive bid adjustment and reporting.
What is HAQM Business?
Businesses and organizations have different needs than individual buyers. HAQM Business simplifies buying for organizations of any size with business-relevant selection, innovative tools and features like Business Prime, plus the convenience and value of HAQM. The search functionality is the same for all sellers and vendors on HAQM Business and HAQM.com. The shopping experience is also largely the same, with additional features to support preferred restricted policies based on price and business-appropriate products. Advertisers can reach millions of potential business buyers with ad products, which includes Sponsored Products, Sponsored Brands, Sponsored Display and HAQM DSP.
Let’s start with a quick video to introduce you to HAQM Business Ads.
Introduction to HAQM Business
Who are HAQM Business customers?
HAQM Business customers have completed the business account registration process and have been verified as businesses. These business buyers range from sole proprietors to Fortune 100 companies in various industries including for-profit, non-profit, and government organizations. Business customers typically order larger quantities than individual consumers and return products less frequently. All business shoppers access the HAQM Business experience by logging in with their business accounts.
What differentiates business buyers from consumers buyers?
HAQM Business offers business buyers the familiar and convenient shopping experience they expect, but with specialized tools to meet their unique needs. As a seller, you have access to B2B features to attract and engage business buyers, expanding your sales to a new customer base.
- On average, B2B buyers are 3x more likely to purchase an item after viewing its product page than B2C buyers1
- B2B customers have a 50% lower return rate compared to B2C customers1
- On average, orders from business customers contain 80% more units than orders from consumers1
Why advertise on HAQM Business?
Advertising on HAQM Business can help you better reach and acquire high value business buyers who purchase products in bulk and convert more. On average, advertisers see a 2x to 3x higher return on ad spend on HAQM Business relative to the overall campaign performance.1
Where do HAQM Business ads appear?
HAQM Business rides the same rails of the the HAQM store, and share the same ad placements including top of search, rest of search, and product detail pages. Today, advertisers can leverage Sponsored Products, Sponsored Brands, and display ads to market their products on HAQM Business. When advertisers launch Sponsored Product campaigns, by default, the ads are eligible to be shown on across all placements on HAQM.com and HAQM Business. All existing campaign creation and management controls apply to HAQM.com and HAQM Business, and existing performance reporting shows a blended view of performance across HAQM.com and HAQM Business.
New: Sponsored Products bid adjustment
The HAQM Business bid adjustment is optional and allows you to boost your bids by any percentage up to 900% across all HAQM Business ad placements only. By boosting your bids for HAQM Business ad placements, you are more likely to have your ads surface on HAQM Business and correspondingly generate more impressions, clicks, and sales (better reach and engagement) from valuable business shoppers. On average, advertisers see a 2x to 3x higher return on ad spend on HAQM Business relative to the overall campaign performance.1
The HAQM Business bid adjustment can be used either in addition to other placement bid adjustments or by itself. You will also see dynamic in-line alerts that explain the impact of your HAQM Business bid adjustment on your final bids.
Watch the video below to learn how you can apply these changes.
What is Sponsored Products bid adjustment for HAQM Business?
New: Sponsored Products reporting
HAQM Business exclusive performance reporting will be available via the online and offline Sponsored Products placement reports. These reports will show you your Sponsored Products campaign performance on HAQM Business at the overall level (online report) and at the placement-level (offline report; ex. HAQM Business top of search vs HAQM Business rest of search; offline). This data can be used to guide your use of the HAQM Business bid adjustment.
Watch the video below to learn how you can apply these changes.
What is Sponsored Products reporting for HAQM Business?
For more information about Sponsored Products bid Boost and reporting, please review our help page.
Use Sponsored Display B2B audience targeting
To reach business buyers, leverage B2B audience targeting on Sponsored Display and HAQM display ads. You can choose any of the available HAQM Business audiences (labeled LS - B2B - HAQM Business) to do this.
Advertisers saw an average of 41.76% increase in Sponsored Display campaign impressions on HAQM Business when they adopted B2B segments in audience targeting as compared to when they did not adopt B2B segments in audience targeting. 1
Watch the video below to learn how you can apply these changes.
What is Sponsored Display audience targeting?
For more information about Sponsored Display audience targeting, please review our help page.
FAQs
No, the adjustment will only be triggered for ads that will appear on HAQM Business, and will not affect your bids outside of the AB store in the same campaign.
You can use HAQM Business performance data, e.g., return on ad spend (RoAS) on HAQM Business relative to overall campaign RoAS, to inform your decision on the percentage input for the bid adjustment. The HAQM Business performance data can be accessed via the offline downloadable Placement report in the Reporting Center and in the Campaign Manager “Bid adjustments” tab (formerly “Placements” tab), within the “HAQM Business placements“ sub section.
Yes, these adjustments are applied for each respective placement across all supply including HAQM Business.
Using this HAQM Business adjustment is optional and it is turned off by default. If you have setup a campaign with the adjustment and no longer wish to use it, you can adjust your input to 0% in the Campaign Manager “Bid adjustments” tab (formerly “Placements” tab), within the “HAQM Business placements” sub section.
1 HAQM internal data, WW advertisers, 2023/10/1-2024/3/31, comparing performance 3 months after including business segments in campaign targeting to 3 months prior.