Amazon Sponsored Display ads have become an essential tool for sellers looking to grow their brand and reach a wider audience on and off Amazon. In this comprehensive guide, we will explore the ins and outs of Sponsored Display ads, including their purpose, benefits, placement, targeting options, and best practices to help sellers optimize their campaigns.
Understanding Amazon Sponsored Display Ads
Sponsored Display ads are a type of advertising solution offered by Amazon that allows sellers to promote their products to a targeted audience. These ads can appear on various locations, including the Amazon home page, search results pages, product detail pages, as well as third-party websites and apps. The targeting options for Sponsored Display ads include interests, complementary products, and even competitors, giving sellers the flexibility to reach their desired audience effectively.
Placement And Reach Of Sponsored Display Ads
One of the key advantages of Sponsored Display ads is their wide reach and visibility. These ads can appear both on and off Amazon, allowing sellers to increase their brand awareness and reach potential customers beyond the Amazon ecosystem. With Sponsored Display ads, sellers can leverage the high impressions that these ads generate to promote their brand and products to a broader audience.
Benefits Of Sponsored Display Ads
Sponsored Display ads offer several benefits for sellers
- Reaching a relevant audience: With precise targeting options, sellers can ensure their ads are shown to customers who are more likely to be interested in their products.
- Control over budget and bids: Sellers have full control over their ad spend and can set their bids and daily budget according to their advertising goals and budget constraints.
- Performance tracking and campaign optimization: Amazon provides detailed campaign metrics that allow sellers to track the performance of their ads and make data-driven decisions to optimize their campaigns.
- Precise ad placement and increased brand awareness: Sponsored Display ads can be strategically placed on relevant pages, increasing brand visibility and awareness among potential customers.
- Re-engaging and retargeting customers: Sponsored Display ads allow sellers to re-engage and retarget customers who have shown interest in their products, both on and off Amazon.
Why Sellers Should Use Amazon Sponsored Display Ads
Sponsored Display ads complement other advertising solutions on Amazon, such as Sponsored Products and Sponsored Brands. By utilizing Sponsored Display ads, sellers can create a compounding effect, reaching a wider audience and scaling their revenue faster. These ads also provide sellers with more control over their bids, budget, and branding, allowing them to tailor the shopping experience for their customers.
Eligibility For Amazon Sponsored Display Ads
To be eligible for Sponsored Display ads, sellers must be enrolled in the Amazon Brand Registry and fall under Amazon’s eligible categories. Vendors and agencies are also eligible to use Sponsored Display ads. However, it’s important to note that the interests targeting option is currently available for vendors only.
Role Of Sponsored Display Ads In The Sales Funnel
Sponsored Display ads play a crucial role in the sales funnel by building awareness and interest among consumers. These ads help sellers capture the attention of potential customers who may not be actively searching for their products. Additionally, Sponsored Display ads allow sellers to retarget high-intent shoppers who have viewed specific products on Amazon, increasing the chances of conversion.
Creating Sponsored Display Ads On Amazon
Creating a Sponsored Display ad campaign on Amazon is a straightforward process
- Select a targeting mode: Choose between Product Targeting, Views Remarketing, or Interests (available for vendors only).
- Set your bid and daily budget: Determine how much you are willing to pay for each click and set a daily budget that aligns with your advertising goals.
- Choose products for the campaign: Select the products you want to promote through your Sponsored Display ads.
- Preview and submit the campaign: Review your campaign details and creative assets before submitting it for approval. Amazon automatically generates the ad creatives based on the targeting type.
Sponsored Display Ads Best Practices
To optimize your Sponsored Display ad campaigns, consider the following best practices:
- Include all relevant products in the campaign to maximize visibility and reach.
- Ensure you have a sufficient budget to maintain continuous ad visibility.
- Use campaign metrics to make informed bidding decisions and optimize your bids accordingly.
- Regularly audit and measure your campaign’s performance against your goals to make necessary adjustments.
- Note that negative targeting is not available for views remarketing campaigns.
In conclusion, Amazon Sponsored Display ads are a powerful advertising solution for sellers to increase brand awareness, reach a wider audience, and drive sales on and off Amazon. By leveraging the benefits and best practices outlined in this guide, sellers can create effective Sponsored Display ad campaigns that help them achieve their advertising goals and grow their brand in 2023 and beyond.