How to Use Amazon Advertising Display to Boost Your Brand Awareness and Sales
Hi everyone, welcome to another article where we share tips and tricks on how to grow your online business with Amazon. In this article, we will talk about Amazon advertising display, a powerful tool that can help you reach and engage your target audience across the web.
Amazon advertising display is a self-service display advertising solution that allows you to create and run ads on Amazon, Twitch, and third-party websites and apps. You can use Amazon advertising display to promote your products, apps, TV shows, or movies to relevant shoppers throughout their purchase journey. Whether you want to increase brand awareness, drive consideration, generate sales, or foster loyalty, Amazon advertising display can help you achieve your goals.
What are the benefits of Amazon advertising display?
Amazon advertising display offers many advantages for advertisers who want to leverage Amazon's rich shopping and contextual signals to reach their ideal customers. Here are some of the benefits of using Amazon advertising display:
Easy and flexible campaign creation
With Amazon advertising display, you can create display ads in just a few clicks. You can choose from a variety of ad formats, such as image, video, or custom HTML5. You can also select your targeting options, such as product or category targeting, audience network targeting, or remarketing. You can set your own budget, bids, and duration for your campaigns. You can also use retail-aware ads that automatically pause when your products are out of stock or not the featured offer.
Wide and relevant reach
Amazon advertising display allows you to reach millions of shoppers across the web. You can show your ads on Amazon's owned and operated properties, such as Amazon.com, IMDb, Fire TV, and Twitch. You can also extend your reach to third-party websites and apps that are part of Amazon's display network. You can use Amazon's shopper data and insights to target your ads based on demographics, interests, behaviors, or shopping signals. You can also remarket to shoppers who have viewed or purchased your products or similar products on Amazon.
Measurable and actionable performance
Amazon advertising display provides you with detailed reports and analytics to help you measure and optimize your campaign performance. You can track metrics such as impressions, clicks, conversions, sales, return on ad spend (ROAS), cost per click (CPC), and more. You can also use attribution tools to understand how your display ads influence customer actions across channels and devices. You can use these insights to adjust your campaign settings, targeting options, bids, or creatives to improve your results.
How to create an effective Amazon advertising display campaign?
Creating an Amazon advertising display campaign is easy and fast. However, to make the most of your campaign, you need to follow some best practices and tips. Here are some steps you can take to create an effective Amazon advertising display campaign:
Define your campaign objective and KPIs
The first step is to define what you want to achieve with your campaign and how you will measure it. Depending on your objective, you can choose different KPIs to track your performance. For example, if your objective is to increase brand awareness, you can use metrics such as impressions, reach, or frequency. If your objective is to drive sales or conversions, you can use metrics such as ROAS, conversion rate, or cost per acquisition (CPA).
Select your products and targeting options
The next step is to select the products you want to promote with your campaign and the targeting options you want to use. You can choose from two main types of targeting: contextual targeting or audience network targeting.
Contextual targeting allows you to show your ads to shoppers who are browsing specific product categories or detail pages on Amazon. You can use this option to reach shoppers who are actively looking for products similar to yours or who have shown interest in related categories.
Audience network targeting allows you to show your ads to shoppers who have viewed or purchased your products or similar products on Amazon in the past 30 days. You can use this option to remarket to shoppers who are familiar with your brand or products and encourage them to complete their purchase or buy again.
Create attention-grabbing creatives
The final step is to create eye-catching creatives that showcase your products and brand. You can choose from different ad formats, such as image ads, video ads, or custom HTML5 ads. You can also use dynamic e-commerce creatives that automatically populate with product information from your product detail pages.
When creating your creatives, make sure they are clear, relevant, and compelling. Use high-quality images or videos that highlight the features and benefits of your products. Use concise and catchy headlines and copy that convey your unique value proposition and call to action. Use colors and fonts that match your brand identity and contrast well with the background. Avoid using too much text or cluttering your creatives with unnecessary elements.
A comparison table of Amazon advertising display solutions
Amazon advertising display offers two main solutions for advertisers: Sponsored Display and Amazon DSP. Sponsored Display is a self-service solution that allows you to create and run display ads on Amazon, Twitch, and third-party websites and apps. Amazon DSP is a demand-side platform that allows you to programmatically buy and manage display, video, and audio ads across Amazon and third-party properties.
Here is a comparison table of the features and benefits of each solution:
| Feature | Sponsored Display | Amazon DSP | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Ad formats | Image, video, custom HTML5 | Image, video, audio, custom HTML5 | ||||||||
| Ad placements | Amazon.com, IMDb, Fire TV, Twitch, third-party websites and apps | Amazon.com, IMDb, Fire TV, Twitch, third-party websites and apps, Amazon devices (Kindle, Echo, etc.) | ||||||||
| Targeting options | Product or category targeting, audience network targeting (views or purchases) | Lifestyle targeting, in-market targeting, remarketing (views or purchases), lookalike targeting, custom segments | ||||||||
| Bidding options | CPC (cost per click) | CPC (cost per click), CPM (cost per thousand impressions), CPA (cost per acquisition) | ||||||||
| Budget options | Daily budget | Daily budget or lifetime budget | ||||||||
| Campaign duration options | Start date and end date (optional) | Start date and end date (required) | ||||||||
| Retail-aware ads | Yes (ads pause when products are out of stock or not the featured offer) | No (ads run regardless of product availability or offer status) | ||||||||
| Reporting and analytics | Impressions, clicks, conversions, sales, ROAS, CPC, etc. | Impressions, clicks, conversions, sales, ROAS, CPC, CPM, CPA, reach, frequency, attribution, etc. |
| Ad format | Requirements and specifications |
|---|---|
| Image ads |
|
| Video ads |
|
| Custom HTML5 ads |
|
How do I measure the effectiveness of my Amazon advertising display campaigns?
To measure the effectiveness of your Amazon advertising display campaigns, you need to use the reporting and analytics tools provided by Amazon. You can access these tools from your Amazon advertising console or from your Amazon DSP dashboard. Here are some of the tools you can use:
- Campaign performance dashboard: This tool allows you to view and download reports on your campaign performance metrics, such as impressions, clicks, conversions, sales, ROAS, CPC, etc. You can also filter and segment your data by date range, campaign type, ad format, placement, targeting option, etc.
- Creative performance dashboard: This tool allows you to view and download reports on your creative performance metrics, such as impressions, clicks, conversions, sales, ROAS, CPC, etc. You can also filter and segment your data by date range, campaign type, ad format, creative size, creative type, etc.
- A/B testing tool: This tool allows you to compare different versions of your creatives and see which one performs better. You can test different elements of your creatives, such as images, videos, headlines, copy, colors, fonts, etc. You can also set up your own success criteria and confidence level for your tests.
- Attribution tool: This tool allows you to measure how your display ads influence customer actions across channels and devices. You can track metrics such as impressions, clicks, conversions, sales, ROAS, etc. for each channel and device. You can also view the customer journey map and see how customers interact with your ads before making a purchase.
What are some common mistakes to avoid when using Amazon advertising display?
Amazon advertising display is a powerful tool that can help you reach and engage your target audience across the web. However, if you don't use it properly, you may end up wasting your time and money. Here are some common mistakes to avoid when using Amazon advertising display:
- Not defining your campaign objective and KPIs clearly. Without a clear objective and KPIs, you won't be able to measure and optimize your campaign performance effectively.
- Not using relevant keywords or phrases. If you don't use the keywords or phrases that your target audience is searching for, you won't be able to reach them effectively. You should use keyword research tools to find out what terms your potential customers are using and include them in your creatives and targeting options.
- Using generic or irrelevant creatives. If your creatives are not appealing, relevant, or compelling, you won't be able to capture the attention and interest of your audience. You should use high-quality images or videos that showcase your products or brand, use catchy headlines and copy that convey your value proposition and call to action, and use colors and fonts that match your brand identity and contrast well with the background.
- Not testing or optimizing your campaigns. If you don't test or optimize your campaigns, you won't be able to improve your results and achieve your goals. You should use A/B testing tools to compare different versions of your ads and see which one performs better, use reporting and analytics tools to monitor and analyze your campaign performance and make adjustments based on your data and insights, and use attribution tools to measure how your display ads influence customer actions across channels and devices.
Conclusion
Amazon advertising display is a great way to boost your brand awareness and sales by reaching and engaging your target audience across the web. By following the tips and best practices we shared in this article, you can create and run effective Amazon advertising display campaigns that can help you grow your online business with Amazon.
We hope you enjoyed this article and learned something new. If you have any questions or feedback, please let us know in the comments below. And don't forget to check out our other articles on Amazon advertising solutions.
Thank you for reading and happy advertising!
Post a Comment for "How to Use Amazon Advertising Display to Boost Your Brand Awareness and Sales"