Sponsored Display Ads

What are Sponsored Display Ads?

As an Amazon marketing novice, you may have come across the term “Sponsored Display Ads.” These are self-directed Pay Per Click Ads, which are displayed on Amazon websites and apps and on third-party websites and apps (such as Facebook). Sponsored display ads are a powerful tool available to professional sellers on Amazon. These ads are designed to draw customer attention to your product while increasing product visibility.

The special feature of Sponsored Display Ads

In contrast to other forms of advertising such as Sponsored Products or Sponsored Brands ads, Sponsored Display ads offer the opportunity to display your products both on Amazon and beyond to advertise. The strength of Sponsored Display ads lies in their versatility. They can have different designs, but they always link to the product detail pages of the advertised products. Thanks to various targeting, display and design options, you can use it to address customers at various stages of the purchase decision process. These ads therefore enable you to reach your target audience at the right moment and increase your sales.

How do you create Sponsored Display Ads campaigns?

Ask the right questions first

To get the most out of Sponsored Display ads, ask yourself the following questions first:

• Target group: Who is my target group?
• Product selection: Which products do I want to promote?
• Budget: How much do I want to invest? There are no minimum budget requirements for Sponsored Display ads. That means you can set a budget that fits your marketing goals.
• Alignment: Where should my ads be placed?

Now on to the next steps:

1. registration: To use Sponsored Display Ads, you must first sign in to your Amazon Seller Central or Advertising Console account.
2. Create campaigns: Go to “Manage Campaigns” and click “Create Campaign.” Then select Sponsored Display.
3. Campaign settings: You'll now be asked to provide information for your campaign. This includes the campaign name, start and end dates (optional), and your daily budget.
4. Ad group settings: The next step is to enter a name for your ad group and choose the products that you want to promote.
5. Targeting options: You can now select one of the three targeting options: “Products,” “Interests,” or “Views.”

• With the “Products” option, you select specific products or product categories that you want to target with your ad.
• With the “Interests” option, you select interests or buying behavior that match your products.
• With the “Views or Views” option, Amazon automatically uses retargeting to target users who have previously visited your product detail pages or similar products but have not yet made a purchase.

Targeting options for your Sponsored Display ads

Calls or views: Your ad is displayed when potential customers have visited the product detail pages of your or similar products in the last 30 days but haven't made a sale yet. This is the principle of retargeting.

products: With this targeting, ASINs or target categories. No keywords are stored that generate a display of the ad.

Interests: Targeting by interest is suitable for increasing awareness and attention of your brand and products among your target group.

PS: The targeting options are available to both vendors and sellers (with Amazon brand registry) available.

7. Set bids: Based on the targeting option you choose, set your bid. Amazon will give you a recommended bid range, but you can also set your own bid.

8th Ad settings: Here, you can add custom text (depending on the targeting option you choose) that will appear in your ad. This should be appealing and relevant to potential buyers of your product.

9th Review and launch of the campaign: Check all the information you've provided and if everything fits, click “Start.” Your campaign is then sent to Amazon for review and should go live within a few hours.

It's important to regularly monitor and optimize your campaigns to get the best results. This could include adjusting bids, testing new targeting options, or changing ad texts to improve click-through rate and conversion rate.

Best practices for creating Sponsored Display Ads

1. Target group selection: Before you create a Sponsored Display ad, as already mentioned, you should have a clear idea of your target audience. On Amazon, you can choose from various segments, such as those who have recently visited your product page or bought similar products. This allows you to target your ads to potential customers who have already shown interest in your product or similar products.
2. Product images: A high quality of product images is crucial for sponsored display ads. Your images should be clear, sharp, and meaningful. You should show the product from different angles and also highlight details. Poor image quality can scare off potential customers and lower the click-through rate (CTR) of your ads.
3. pricing: Pricing plays a big part in how your ads perform. A price that is too high can scare off potential customers, while a price that is too low can affect the profitability of your ads. Make sure that your prices are competitive but also make a reasonable profit.
4. Optimization and adjustment: The first version of a Sponsored Display ad is rarely the best. You should regularly review the performance of your ads and make any necessary adjustments. With continuous optimization, you can improve the performance of your ads and increase ROI.

conclusion

In summary, Amazon Sponsored Display Ads are an effective tool for increasing the visibility of your sales. To run a successful campaign, it's critical to incorporate best practices for creating and optimizing the ads. To get the most out of ads, regular monitoring, adjustment, and control of metrics and performance is essential.

Learn how you can optimize your ads and reach more customers in a targeted manner with our experienced Amazon advertising experts. Benefit from our many years of experience and let's take your Amazon advertising to the next level together. Contact us today and let us help you grow your sales on Amazon!