Amazon Sponsored Display: A New Way to Reach Customers Online

Hi Online Friends,

If you are looking for a new way to promote your products and grow your brand awareness on Amazon, you might want to check out Amazon Sponsored Display. This is a self-service display advertising solution that allows you to reach customers across the purchase journey, on and off Amazon, with relevant and engaging ads.

In this article, we will explain everything you need to know about Amazon Sponsored Display, including what it is, how it works, what are the benefits, how to create and manage your campaigns, and what are the best practices and tips to optimize your performance. We will also answer some of the most frequently asked questions about this advertising option. By the end of this article, you will have a clear understanding of how Amazon Sponsored Display can help you grow your business and brand on Amazon.

What is Amazon Sponsored Display?

Amazon Sponsored Display is a display advertising solution that helps you reach customers across the purchase journey, on and off Amazon, with auto-generated placements that appear on both detail and other pages across Amazon, as well as on Amazon's third-party display network, which includes sites like Twitch and IMDb.

Amazon Sponsored Display ads can target customers based on their shopping and contextual signals, such as browsing specific product pages, categories, or interests. You can also target customers who have viewed your products or similar products on Amazon in the past 30 days. This way, you can help drive discovery, consideration, purchase, or even loyalty with relevant audiences.

Who can use Amazon Sponsored Display?

Amazon Sponsored Display is available to sellers enrolled in Amazon Brand Registry, book vendors, vendors, and agencies with clients who sell products on Amazon. The solution is currently available in 15 countries, including the United States, Canada, France, Germany, Italy, Spain, United Kingdom, India, Japan, United Arab Emirates, India, Netherlands, Australia, Mexico, and Brazil.

How much does Amazon Sponsored Display cost?

Amazon Sponsored Display ads are pay-per-click (PPC) ads, meaning you only pay when customers click on your ads. There is no minimum investment required to use Amazon Sponsored Display. You can set your own bids and daily budget for each campaign. You can also choose between two bidding strategies: dynamic bids (down only) or fixed bids.

How to create and manage Amazon Sponsored Display campaigns?

Creating and managing Amazon Sponsored Display campaigns is easy and fast. You can use Amazon's intuitive interface to select your products, choose your targeting tactic, specify your bids and budget, and launch your campaigns in minutes. You can also customize your ads with your own headlines or logos for increased brand recognition.

How to select your products?

You can select one or more products that you want to advertise with Amazon Sponsored Display. You can either search for specific products by name or ASIN (Amazon Standard Identification Number), or browse through your product catalog by category. You can also filter your products by status (in stock or out of stock), price range, star rating, Prime eligibility, or brand name.

How to choose your targeting tactic?

You can choose between two targeting tactics for your Amazon Sponsored Display campaigns: contextual targeting or audiences.

• Contextual targeting allows you to target customers who are browsing specific product categories or interests on Amazon. For example, if you sell pet supplies, you can target customers who are browsing pet-related categories or interests. The ads will appear on relevant product detail pages or other pages on Amazon.
• Audiences allows you to target customers who have viewed your products or similar products on Amazon in the past 30 days. For example, if you sell headphones, you can target customers who have viewed your headphones or similar headphones on Amazon recently. The ads will appear on Amazon's home page, Twitch, and across third-party apps and websites.

How to specify your bids and budget?

You can set your own bids and daily budget for each campaign. Your bid is the maximum amount you are willing to pay for a click on your ad. Your daily budget is the maximum amount you are willing to spend per day for a campaign. You can also choose between two bidding strategies: dynamic bids (down only) or fixed bids.

• Dynamic bids (down only) means that Amazon will automatically lower your bid in real time when your ad may be less likely to convert to a sale. This way, you can optimize your cost per click (CPC) and return on ad spend (ROAS).
• Fixed bids means that Amazon will use your exact bid for every auction without any adjustments. This way, you can have more control over your bid amount and ad placement.

How to customize your ads?

Your ads are automatically generated using the product images and information from the product detail pages. However, you can also customize your ads with your own headlines or logos for increased brand recognition. Your headlines should be clear, concise, and relevant to your products. Your logos should be high-quality and consistent with your brand identity. Certain Sponsored Display ad sizes may only be accessible with a custom headline and logo, so we recommend you add both a custom headline and logo when creating a campaign to access all ad sizes.

How to monitor and optimize Amazon Sponsored Display campaigns?

Amazon Sponsored Display provides you with performance metrics and insights to help you monitor and optimize your campaigns. You can track metrics such as impressions, clicks, sales, return on ad spend (ROAS), cost per click (CPC), and new-to-brand customers. You can also use Amazon's recommendations and best practices to improve your targeting, creative, and bidding strategies.

How to track your performance metrics?

You can access your performance metrics from the campaign manager dashboard or the downloadable reports section. You can view your metrics by campaign, targeting, advertised product, or purchased product. You can also filter your metrics by date range, status, or placement. Here are some of the key metrics you should track:

• Impressions: The number of times your ad was displayed.
• Clicks: The number of times your ad was clicked.
• Sales: The total sales generated by clicks on your ads within a 14-day attribution window.
• Return on ad spend (ROAS): The ratio of sales to ad spend, calculated as sales divided by ad spend.
• Cost per click (CPC): The average amount you paid for each click on your ad, calculated as ad spend divided by clicks.
• New-to-brand customers: The number of customers who purchased your brand's products for the first time on Amazon within a 12-month period after clicking on your ads.

How to use Amazon's recommendations and best practices?

Amazon provides you with recommendations and best practices to help you improve your campaign performance. You can find these recommendations in the campaign manager dashboard or the downloadable reports section. Here are some of the recommendations and best practices you should follow:

• Add your entire product catalog to your campaign and refine your campaign structure over time.
• Ensure your campaign has enough budget to stay live throughout the day. Monitor campaigns that frequently run out of daily budget—they might be missing out on potential sales opportunities.
• Use campaign metrics to make informed bidding optimizations. Adjust your bids based on your ROAS, CPC, and conversion rate goals.
• Monitor campaign performance regularly and make adjustments as needed. Test different targeting tactics, products, headlines, logos, bids, and budgets to find the optimal combination for your goals.
• Measure performance against your campaign goals. Evaluate whether your campaigns are helping you achieve your desired outcomes, such as increasing brand awareness, driving product discovery, generating sales, or building customer loyalty.

A detailed table breakdown related to Amazon Sponsored Display

To help you compare Amazon Sponsored Display with other Amazon advertising solutions, we have created a detailed table breakdown that shows the main features, benefits, and requirements of each option. You can use this table to decide which advertising solution is best suited for your goals and budget.

Advertising Solution	Sponsored Products	Sponsored Brands	Sponsored Display
Description	Ads that appear in shopping results and on product pages on Amazon.	Ads that appear on the top of shopping results and on product pages on Amazon, featuring your brand logo, a custom headline, and up to three products.	Ads that appear on both detail and other pages across Amazon, as well as on Amazon's third-party display network, featuring your product image and information.
Goal	To increase product visibility and sales on Amazon.	To increase brand awareness and consideration on Amazon.	To reach customers across the purchase journey, on and off Amazon, with relevant and engaging ads.
Eligibility	Sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, and agencies.	Sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies.	Sellers enrolled in Amazon Brand Registry, book vendors, vendors, and agencies.
Availability	Select one or more products that you want to advertise with Amazon Sponsored Display. Choose your targeting tactic: contextual targeting or audiences. Specify your bids and budget for each campaign. You can also choose between dynamic bids (down only) or fixed bids. Customize your ads with your own headlines or logos for increased brand recognition. Review your campaign settings and launch your campaign. How do I monitor and optimize my Amazon Sponsored Display campaigns? To monitor and optimize your Amazon Sponsored Display campaigns, you need to follow these steps: Log in to your seller central account or vendor central account and go to the campaign manager dashboard or the downloadable reports section. View your performance metrics by campaign, targeting, advertised product, or purchased product. You can also filter your metrics by date range, status, or placement. Use Amazon's recommendations and best practices to improve your targeting, creative, and bidding strategies. Make adjustments to your campaigns as needed. You can edit, pause, resume, archive, or duplicate your campaigns at any time. Evaluate whether your campaigns are helping you achieve your desired outcomes, such as increasing brand awareness, driving product discovery, generating sales, or building customer loyalty. Conclusion We hope you enjoyed this article about Amazon Sponsored Display. This is a new way to reach customers online with self-service display ads that are easy to create and manage. By using Amazon Sponsored Display in conjunction with other Amazon advertising solutions such as Sponsored Products and Sponsored Brands, you can increase your visibility and sales on Amazon. If you want to learn more about Amazon Sponsored Display or other advertising options on Amazon, please visit our website or contact us. We are happy to help you grow your business and brand on Amazon. Thank you for reading this article and stay tuned for more updates. 😊

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