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The 2020 Guide to Display Ads Sponsored on Amazon

What Are the Benefits of Sponsored Display Ads on Amazon?

Where Do You Find Amazon Sponsored Display Ads?

How to Create Sponsored Display Ads on Amazon

Amazon Pay Per Click vs. Pay Per Impression

DSP vs. Amazon Sponsored Display Ads

Boost your Marketing Strategy with Amazon Sponsored Display Ads

Sponsored Display Cost and Targeting

Best Practices for Sponsored Display Ads

Improve Your Approach to Sponsored Ads on Amazon

You’ve heard of Sponsored Product ads, which are known for using keyword targeting. Allow us to introduce you to Sponsored Display ads.

Sponsored Display ads use consumer shopping habits to target your advertised products to the right audience. 

Are you looking for a way to:

Amazon Display ads can help you meet all three of these goals and more. You just need to know how they work and how best to use them. 

What Are the Benefits of Sponsored Display Ads on Amazon?

Amazon Display ads have changed the game.

Targeting based on consumer interests means that your Amazon Display ads will be shown to the following type of people:

This narrows your audience down to people who are likely to purchase your product. It also excludes people who aren’t, such as those who’ve recently made a similar purchase. 

Display ads on Amazon are the perfect solution if your marketing sponsored display campaign hopes to increase brand awareness and streamline traffic toward your page.

The other two ad types of Amazon advertising campaigns – Sponsored Brand and Sponsored Product – rely on keyword bidding. This places ads on the search engine results page (SERP). On the other hand, Amazon Display ads can be placed anywhere on Amazon – and off of Amazon.

Where Do You Find Amazon Sponsored Display Ads?

That’s right – Amazon Display ads can be found on sites other than Amazon.com!

Any company that Amazon owns (or that has a partnership with Amazon) can run your Amazon Display campaign ad.

Brand safety tools are used to make sure your ads are placed next to content that’s relevant to your product. 

Amazon Display ads can also occupy coveted territory on Amazon itself. In particular, your ad can be featured under competitors’ listings, driving sales away from your top competitors.   

Where else can you find Amazon Display ads on Amazon?

They can be spotted on:

Based on your choice of targeting shoppers, your Amazon Display ads can run on both desktop and mobile. 

How to Create Sponsored Display Ads on Amazon

Creating Amazon Display ads can take as little as a few minutes.

Head over to Amazon Seller Central and click “Create Campaign” Select Sponsored Display as the type of campaign you want to create. 

Choose which products you want to advertise.

Then choose a campaign name that you can easily recognize (keep in mind that you can’t change this once you submit the campaign).

Amazon recommends the duration of your campaign to be running for at least a month. This will help to get as much as you can out of the results.  

You’ll be prompted to choose from a pay-per-click or two pay-per-impression options. Once you’ve decided on one of these, your Amazon Display ad is

Amazon Pay Per Click vs. Pay Per Impression

Amazon Pay Per Click (Cost Per Click)

Redirects potential shoppers on and off Amazon to your product detail page. However, it can also display similar items that aren’t yours. So while you get maximum exposure for your product, consumers will also be exposed to similar products they haven’t previously browsed for. 

Pay Per Impression

This is the advertising model used by Google and Facebook. Users aren’t expecting these ads and tend to click on them much less often.

There are two options under pay-per-impression:

“Searches” will show your ad to consumers who have searched for relevant keywords while “Purchases” will target consumers who have previously purchased your sponsored product. 

DSP vs. Amazon Sponsored Display Ads

While retargeting is already available through Amazon’s Demand-side Platform (DSP), Display ads require much less setup and will also appear to people who have never seen your product before.

DSP is a great option if you want to create your own media.

Display ads lets Amazon use your product information (title, image, review) to generate an ad that’ll be shown across their network.

While Amazon DSP offers more customization and control over audience targeting, it also requires a minimum monthly spend, unlike Display ads. 

Boost your Marketing Strategy with Amazon Sponsored Display Ads

Amazon Display ads are useful for redirecting online shoppers.

The potential shoppers can be on or off Amazon and either:

Your Amazon Display ads are targeted in one of two ways: audience targeting or product targeting. The decision is yours, so let’s go over what each of them involves.

Audience targeting

Amazon will show your ads to shoppers who have clicked on your product detail pages or the detail pages of similar products in the past month.

Not only are these shoppers more likely to be interested in purchasing with you, but shoppers who have recently purchased similar products will be excluded.

Audience targeting allows you to re-engage shoppers through Amazon’s extensive third-party network. You can run your ads across desktop, mobile web, and mobile app versions of Amazon – introducing your product to the largest audience possible. 

Product targeting

The second targeting option, product targeting, gives you the opportunity to target your own related products, competitors’ related products, or relevant product categories.

Product targeting increases the visibility of your product. It also allows for detailed reporting that will better inform the optimization of your ad campaign. 

Best Practices for Sponsored Display Ads 

We’ve gathered a couple of tips to help you maximize the return on your Amazon Display ads.

Write compelling ad copy

Make sure your ads are effectively persuading consumers to choose your product over competitors’. You can do this by highlighting how your product overcomes flaws in others’ products. 

Set a breathable budget

You might be missing out on potential clicks or impressions if your daily budget is always running out. 

Monitor campaign performance on a regular basis

Track key metrics to compare your performance against your goals and to optimize your campaign for the best results. 

Improve Your Approach to Sponsored Ads on Amazon

Are you maximizing the value you drive from your Amazon sponsored display ads? RevenueWize has created a robust Amazon PPC optimization platform that is designed to help you improve your approach to Amazon ads.

Let us show you how we can help you improve all of your core KPIs with a platform that’s built to provide actionable recommendations, detailed insights, and a user-friendly experience.

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Use Sponsored Display Ads on Amazon and…

Boost sales!Increase brand awareness!Target your top competitors’ products!Show your Ads to people who:Previously viewed your productViewed products just like itBrowsed relevant categories
Increase brand awarenessStreamline traffic toward your page