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Sponsored Display on Amazon: A Powerful Advertising Solution
Maximizing Your Advertising Strategy on Amazon: A Comprehensive Guide to Sponsored Display and Targeting Customers
These details are from a seller support video on amazon. Have grouped the insights below categories. Please go through below content or go through the video to understand more
As a seller or vendor on Amazon, you know that connecting with customers across their shopping journey is complex. Customers take an average of 10 detailed page views before making a purchase, and it can take 5-6 days between initial browsing and purchase. That's where Sponsored Display comes in. Sponsored Display is a self-service display advertising solution that helps grow your business by reaching relevant shoppers.
There are three types of placements for Sponsored Display ads: a product detail page at the top and highly visible, and one below the buy box, just below the description of the product. Similar placements are available on both desktop and mobile, and the ads can help increase coverage on product detail and search pages.
Sponsored Display offers two targeting models: cost per click and viewable cost per 1000 impressions. The minimum bid is 1, which enables advertisers to target customers across their purchase journey. Creatives are autogenerated along with pricing, rating, and placements. However, advertisers can customize creatives with unique headlines highlighting unique selling propositions to engage relevant shoppers.
Desktop and mobile options are available on the homepage, and it is very difficult to ignore a homepage ad. Creative placements on the desktop include the top, below the buy box, below the description, and there are option to put the sponsored display on the left and bottom.
Group 1: Understanding Amazon Advertising
Only 6% of shoppers convert to immediate purchases, with an average of 10 detail page views before making a purchase.
On average, shoppers take 5-6 days between initial browsing and purchase, making it complex to connect with them throughout their shopping journey.
Sponsored Display is a self-service display advertising solution that helps businesses grow by reaching relevant shoppers.
It offers targeting based on cost per click (CPC) or viewable cost per 1000 impressions (vCPM) with a minimum bid of 1.
Sponsored Display provides placements on product detail pages at the top and below the buy box, both on desktop and mobile.
Creatives are auto-generated and customizable with unique headlines to engage relevant shoppers.
Group 2: Reaching Customers
Amazon Advertising offers different target types, including Product Targeting, Views and Purchase Remarketing, and Amazon Audiences.
Product Targeting helps advertisers access above-the-fold detail page placements by targeting specific categories or products.
View Remarketing engages Amazon audiences who have viewed specific product detail pages, and Purchase Remarketing reaches shoppers who have purchased related products.
Amazon Audiences allows targeting customers based on shopping interests, purchase behavior, lifestyle, and life events.
Group 3: Driving Advertising Objectives
Amazon Advertising provides two bid optimization types: Cost per Click and Impressions vCPM.
Cost per Click optimizes for page visits, conversions, and sales, whereas Impressions vCPM optimizes for viewable impressions.
Creatives are auto-generated and customizable to inspire purchase, with features such as product description, image, price, star rating, and deal badging.
Campaign performance can be evaluated in real-time through downloadable reports.
Group 4: Recent Launches in Sponsored Display
Sponsored Display now supports Portfolios and Ad Groups, Custom Creatives, and Budget Rules.
Portfolios and Ad Groups help organize campaigns better, while Custom Creatives allow advertisers to use unique headlines, logos, and custom lifestyle images.
Budget Rules ensure campaigns don't exceed their limits, and Help Me Choose provides automated in-app guidance for efficient campaign creation.
Group 5: Sizing Customers Base on Amazon
Amazon Advertising helps advertisers categorize customers based on their goals, opportunities, and sizes.
Depending on their categories and goals, advertisers can target relevant customers who are currently not shopping, viewing, or purchasing their products.
Fast Five Tips:
Add three or more suggested categories with refinements (price points, brand, etc.) to target products to impact detail page views and new-to-brand purchases.
Use Sponsored Display to increase coverage of product detail and search pages with product targeting.
Evaluate campaign performance in real time through downloadable reports.
Custom Creatives allow advertisers to use unique headlines, logos, and custom lifestyle images to showcase their brand story.
Help Me Choose provides automated in-app guidance for efficient campaign creation.
In summary, Sponsored Display on Amazon is a powerful self-service display advertising solution that helps businesses grow by reaching relevant shoppers. With different placement options and targeting types, you can connect with customers across their purchase journey and drive actions with creatives that inspire purchase. By following the tips above and evaluating campaign performance in real-time, you can optimize your Sponsored Display campaigns and achieve your advertising goals on Amazon.