Amazon provides a range of advertising solutions so you can decide who or what your advertisement targets as well as where it will appear.

Sponsored Display Ads, formerly known as “Product Display Ads,” are a distinctive remarketing advertising product from Amazon that enables you to display your ad to customers who have previously viewed your product or comparable products, used search terms related to your product, or made a purchase from you.

Now let’s discuss how display advertising can help your brand. You may find the answers to frequently asked questions, including What are Amazon Sponsored Display Ads, where to locate them, whether you should use them, how to use them, and more, in this post.

For a detailed explanation of Sponsored Display Ads on Amazon, continue reading.

Amazon created Sponsored Display in 2019 to allow sellers and agencies of all sizes who sell on Amazon to increase their reach and outcomes with simple to design and manage display advertising.

Display advertisements known as “Sponsored Display Ads” are ones that target products from your competitors on Amazon and increase visibility for the page that details your product. Actually, it is suggested to target specific products.
Sponsored Display Ads employ Amazon’s audience demographics data to target audiences based on their shopping behavior, with the exception of Sponsored Product Ads and Sponsored Brand Ads, which use keywords to target audiences.
Where are Sponsored Display Ads located?

As we just mentioned, Sponsored Display Ads are typically found under the buying options section of the right sidebar, but they may be found pretty much everywhere.

Sponsored display advertisements may be seen on:

  • Product Detail Pages for Mobile and Desktop
  • Pages with Customer Reviews
  • Top of the Offer Listing Pages

 

 

 

On the Product Details page, there are two separate Display Ads.

The fact that Sponsored Display Ads can appear outside of Amazon makes them unique as well. They can appear on any website that Amazon owns or is affiliated with, and they typically take the form of banner adverts.

The Sponsored Display Ads on Amazon: Should You Use Them?

Use Amazon’s Sponsored Display Ads, of course!

These are the main advantages of sponsored display ad campaigns:

  • Boost recognition of your brand in your niche
  • Drive traffic to a product’s information page
  • Place your greatest product below the listings of your competitors.
  • Increased visibility for new product listings

If increasing your impressions is one of your main objectives, Amazon Sponsored Display Ads are a must-have. Your impressions for new items will increase when you combine sponsored brands, sponsored displays, and sponsored products, enabling you to reach more people in less time. Your ability to transition from a beginner to an established participant in the industry will depend on this.

Increasing the attraction of your upper-funnel content is a fantastic additional benefit of using Sponsored Display Ads. You can target customers who have looked at your products in the past as well as those who have looked at products comparable to yours or who have entered search phrases related to your product. If you use Sponsored Display while your competitors don’t, you’ll be able to bring more customers into the funnel by grabbing their attention.

Product display ads often have significantly lower conversion rates than other types of advertisements because they don’t appear on Amazon’s Search Engine Results Page (SERP). The same goes for sponsored brand and sponsored product advertisements, as a result, your CPCs and overall spend will probably be lower than the average for your account.

Last but not least, you can compare your greatest products to your competitors’ best products by placing your ad under their listing.

How to Include Sponsored Display Ads in Your PPC Campaign

If your products are ready for retail, you should, at the absolute least, try with Sponsored Display with some of your advertising budget. In the past, Amazon didn’t take Sponsored Display as seriously, but now that it’s been fully developed, they’re really doubling down on it. Your budget will still be mostly used for Sponsored Brands and Sponsored Products, but you should also put aside money for Display. Spend between 5 and 15 percent of your overall ad budget on sponsored display advertisements to see what PPC magic you can create.

Don’t go into Sponsored Display Ads right immediately if you’re just starting out selling on Amazon. 
With Sponsored Products, Sponsored Brands, and ultimately Sponsored Display, there is a sort of unspoken hierarchy among the several Amazon adverts. When introducing those ad types to your Amazon advertising, you should do so in accordance with that hierarchy.
In spite of this, there may be some benefit to starting Sponsored Brands and Sponsored Display at the same time if you already have a good foundation with your Sponsored Products. Over the course of its existence, sponsored display has gained value and is now swiftly coming up to sponsored brands in this area.
How can I create sponsored display ads on Amazon?

Step 1: Visit Campaign Manager instantly.

Step 2: Click “Create Campaign” after that.

Step 3: You’ll be asked to choose the type of advertising campaign you wish to make.Choose Sponsored Display.

 

A “Sponsored Display” campaign type should be chosen.

 

Step 4: Select a product to promote by typing either its name or ASIN.

Step 5: You can make a CPC bid after deciding which of your products you want to advertise.

Step 6: Set the name, budget range, and length of your campaign.

Pro tip: According to Amazon, the minimum cost per click is $.02 and the minimum advertising daily budget is $1. They also advise running your advertising for a full month to fully understand the outcomes.

Step 7: Ad preview and campaign submission. You’ve created your first Sponsored Display Ad, which is wonderful!

Targeting Potential Customers with Sponsored Display Ads

With Sponsored Brands and Sponsored Products, you target keywords; with Sponsored Display, you target audiences.

Views, searches, and purchases are the three main categories of remarketing audiences for Sponsored Display adverts.

The newest of the three, views remarketing, enables you to target customers who have browsed your products over the past 30 days without making a purchase. Additionally, you can focus on visitors to your product detail pages that meet certain requirements, such as star rating, brand, etc.

You can target people who have searched for keywords associated with your product but haven’t actually seen it by using search remarketing. The bidding is based on CPM, or cost per 1,000 impressions, as opposed to the standard CPC. Due to the fact that searches targeting takes view-through orders into account, you have the opportunity to drastically reduce your ACOS. In other words, if someone views your advertisement and later buys the goods, that counts toward your sales numbers.

Remarketing for purchases focuses on customers who have already made purchases from you. Here, the CPM method of bidding is also used. Although it has by far the smallest audience, this is best suited for consumable products and is a great tool for boosting your client lifetime value.

Depending on your bid, Amazon calculates the number of impressions and reach you’ll receive when building your searches or purchases audience in the Sponsored Display Ads interface. When you adjust them to create custom audiences, things start to become pretty interesting. Use purchase remarketing, for example, to offer a complementary product to customers who have purchased a certain product from you.

You can focus on a certain category by using view remarketing. Additionally, you get to choose which of your products will be part of your remarketing efforts.

How to Set Up Your Sponsored Display Audiences on Amazon

Start with views remarketing when creating your Sponsored Display Ad campaigns, followed by searches, then sales.

It’s advisable to start there because views remarketing will have the audience that is by far the largest. There are missed sales opportunities if your conversion rate is less than 100%, which we assume it is. Retargeting with views can greatly increase your conversion rate by reengaging those potential consumers.

If you only have a few goods, you can choose to include each product in a different Sponsored Display campaign when choosing which products to include in your targeting. Do not combine products in the same campaign that have significantly different conversion rates.

Product Targeting for Amazon Sponsored Display

You can target customers in Amazon Sponsored Display Ads in addition to by audience. You can specifically target product pages or categories with product targeting. This could encourage the sale of related products or influence people who are considering your competitors.

Amazon’s Sponsored Display Bidding

Typically, only dynamic down bidding is used for Amazon Sponsored Display Ads. Views remarketing stands out as the only exception because it fluctuates dynamically. When deciding how much to bid in your Sponsored Display ads, this is obviously something to keep in mind.

The Double-Tap Sponsored Display Strategy

We are BIG about processes, as you may have noticed from our brand-new Amazon PPC Checklist. You should perform this expansion-type action once or twice a month to increase sales and increase traffic to your product sites.

Find the top 10 paid and/or organic keywords for each of one to ten of your finest products.

The top keywords for each product can be found by looking at the keyword report as well. This should be simple if you name your campaigns after their items.

Finally, check the ASINs of the top competitors for each of those keywords on the results pages. These are your main targets.

 

The excitement starts here. For maximum remarketing effectiveness, combine those products with competitor ASINs in a new Amazon Sponsored Display product targeting campaign. By doing this, you may remarket to customers by having your Sponsored Display advertising show up on the product pages of your competitors.

When a customer sees your Sponsored Product ad or organic item on Amazon’s search results page, but for whatever reason chooses not to click on it, this is when the double-tap happens.

You have a second chance to convert them when they visit a competitor’s listing and see your ad again on the product detail page.

By using this strategy, you increase your chances of conversion while also stealing some of your competitors’ potential customers. A win-win situation!

The KTG Solution’s Recommended Strategy

There are multiple techniques you may use with Amazon PPC ads. Just give yourself time to experiment with different strategies to determine what works.

We enjoy using one ASIN to build a campaign that targets ASINs belonging to competitors when we create [Sponsored Display Ads] for our Amazon sellers.

We keep adding competition as we improve our efforts and reach our goal ACoS. We’ll eventually develop more advertising  campaigns based on related products.

               As a result, if we’re selling belts, we might make a [Sponsored Display Ad] campaign [with product targeting] that targets jeans.

The KTG Solutions recommends choosing Sponsored Display Ads for ASINs you know are going to sell, brand new products you are launching, or ones you really want to get rid of.

The greatest strategy is to use copy and images that highlight aspects that set your best-selling product apart from those of your competitors when comparing it to their offerings.

The Amazon Sponsored Display is now complete!

Despite the fact that it was a lot of material to take in, you are now an expert in Amazon Sponsored Display Ads. Congratulations!

Marketing and remarketing to different audiences is a terrific strategy to increase your upper funnel and recover lost revenue with sponsored display.

We hope that this article has convinced you to start using Sponsored Display in your own PPC campaigns so that you may benefit from the product targeting tools that Amazon has developed specifically for businesses like yours and other agencies and vendors.

You must use display ads on Amazon if increasing brand recognition and competing directly below the buy box are your goals.