Amazon Sponsored Display ads are the most recent addition to Amazon Sponsored Ads portfolio. They include some exciting opportunities for advertisers, such as serving ads to customers who viewed your product on Amazon on third-party websites.
However, it is not yet being used by many advertisers because many are unsure how to use it.
What Are Sponsored Display Ads on Amazon?
Amazon Sponsored Display Ads are a self-service, pay-per-click (PPC) advertising solution that enables Amazon brands to reach their target audience through advanced product and category targeting, including ads that appear both on and off Amazon.
Advertisers can target shoppers who have viewed their product detail pages with ads on Amazon and third-party websites using views remarketing.
How do Sponsored Display ads appear?
Sponsored Display ads give Amazon sellers prominent placements on the home page, Amazon product detail pages, and search results pages. Amazon sponsored display advertisements can be found on the desktop, mobile, and the Amazon app.
Your ads can appear on third-party websites and apps using Sponsored Display views remarketing.
Different types of Amazon PPC Ads
Amazon Sponsored Products
Sponsored product ads are similar to Google Adwords, keyword and ASIN-targeted ads allow advertisers to promote individual products within Amazon search results and on product detail pages. Amazon’s most popular ads are Sponsored Products.
Amazon Sponsored Brands
Amazon Sponsored Brands ads for brand building that allow brands to promote a custom headline, brand logo, and up to three products in the top spot above Amazon search results, with the option of sending shoppers to their Amazon Stores page or a custom landing page on Amazon. The new Sponsored Brands video ad format directs viewers to product detail pages.
Amazon Sponsored Display
Amazon Sponsored Display ads display relevant ads on the platform and third-party websites, redirecting shoppers to Amazon product detail pages.
Furthermore, you can use views remarketing to target shoppers who have viewed your product detail pages or similar product detail pages, engaging customers throughout their purchase journey.
What are the prices for Amazon Sponsored Display advertisements?
Sponsored Display ads are paid for on a cost-per-click (CPC) basis by advertisers. This means you only pay for an advertisement when a prospective customer clicks on it.
A second-price auction determines the cost-per-click for each Sponsored Display ad on Amazon.
For their ad, each advertiser submits a default bid. The highest bidder wins and receives the highest CPC, but the highest bidder does not receive the amount bid. The winning bidder pays only $0.01 more than the runner-up.
There is no required minimum ad spend, and you can set a daily budget to keep your advertising costs under control.
Why should I use Sponsored Display advertisements?
These ads provide advertisers with access to some of Amazon’s most valuable real estate: product detail pages.
Because sponsored display ads appear beneath and adjacent to the buy box, they enable sellers to cross-sell their products while also targeting the products of their competitors.
According to an Amazon study, only 4% of shoppers convert to immediate purchases. In addition, the average shopper will wait for 6 to 7 days between initial browsing and purchase.
You can reconnect with customers who have viewed one of your product detail pages or a similar product detail page using Amazon Sponsored Display views remarketing and keep your product in their minds.
Automation and machine learning are also used to optimize campaigns. Bids adjust automatically based on the likelihood of conversion, while you can still change your bid or pause your campaign.
Sponsored Display ads are also retail aware,’ which means your Amazon ad will only appear when the item is in stock and the featured offer is available. Sponsored Display remarketing strategies will also automatically exclude shoppers who have previously purchased the advertised product.
Targeting Options for Amazon Sponsored Display Ads
Advertisers have two broad targeting options: product targeting and view remarketing.
You can further refine your product targeting by ASIN and/or category.
You can choose individual products to target for ASIN targeting by using Amazon’s suggestions, conducting a manual search, or uploading your list.
Product targeting categories can be refined further by brand, price range, product rating, and prime eligibility.
Views Remarketing enables you to target specific products and categories.
Products can be refined by advertising products and products that are similar to advertised products.
Customers who have viewed the product detail page of the product you have chosen to advertise within the last 30 days but have not made a purchase will be targeted.
Similar to advertised products will target customers who have viewed similar products to the one you’ve chosen to advertise within the last 30 days but haven’t made a purchase. Amazon automatically selects similar products.
Category targets in views remarketing can be further refined by brand, price range, product rating, and prime eligibility.
Amazon Sponsored Display is a powerful advertising tool that provides Amazon advertisers with unique opportunities for highly targeted ads both on and off the Amazon platform.
Sponsored Display is also the only PPC ad format that allows advertisers to target customers who have already expressed an interest in their product.
Begin by taking small steps. First, use our three-step strategy outlined above to create campaigns for just a few of your best-performing ASINs. If your campaigns are succeeding, consider experimenting with category targeting.
Amazon Sponsored Display offers some of the most distinctive ad slots and targeting options available through Amazon PPC advertising. When used correctly, it can help you increase product awareness, increase sales, and expand your brand’s presence both on and off Amazon.
Author’s Bio:
Arishekar N is the Senior Director of Marketing and Growth at SellerApp, an e-commerce data analytics solution. He is responsible for overseeing the development and implementation of marketing strategies, as well as increasing process efficiency by executing cutting-edge Search Engine Optimization strategies at SellerApp.
Arishekar has over 10 years of experience in marketing analytics and SEO. He has worked as a Digital Specialist for the tech giant IBM and most recently as the Senior Marketing Specialist for ZioTive Technologies where he enhanced their site structure by increasing website and mobile usability. Previously, he worked as a Senior SEO Analyst for Star Group where he was responsible for managing SEO Audits and analytics.