A precise definition of Amazon’s Sponsored Display advertising is, to put it mildly, elusive. This ubiquitous format for commercials may look easy, but it’s actually quite complex.
One of the three ad formats available on Amazon’s self-service platform is Sponsored Display. Sponsored goods and sponsored labels are also available.
Your Sponsored Display ad could show up on a customer’s preferred lifestyle website one day, on the Amazon.com homepage the next day, and in the Amazon mobile app while the user is perusing the search results for a relevant product on a third occasion.
Since it is powered by Amazon’s DSP (Demand Side Platform), this is actually feasible. Because they are so important to your account, I took the time to compile this detailed guide to help you understand more about them.
Source – Amazon.com
A Versatile Advertising Vehicle
The look of Amazon’s Sponsored Display advertising is dynamic; it changes and adjusts depending on a variety of factors intended to engage the viewer as effectively as possible. A specific customer will initially be presented with the ASIN associated with an advertisement from a list of ASINs that is most appropriate for them.
When assessing the relevance, Amazon customers’ prior purchases, browsing history, and actions like adding things to their cart or wish list are all automatically taken into account.
The efficacy of your advertising and even your ability to make use of specific advertising venues depends on keeping an adequate stock of your goods and getting favorable reviews from clients. Access to two different categories of resources is offered by eComEngine.
By utilizing FeedbackFive, you can increase the number of evaluations that customers provide for your products and draw in new customers. RestockPro can speed up the restocking procedure and let customers buy your products whenever and wherever they want, no matter where they are.
Despite being straightforward in design, it is very active when in use
Sponsored Display’s algorithmically generated layout is based on data from the ASIN’s featured product page. The featured image from the product page may be presented on a curved, white, or grey background depending on the size of the advertisement.
The advertiser’s choice as to whether or not to incorporate the brand’s emblem in addition to a catchy title with a maximum of fifty characters is up to them at the time of setup. The contextual placement of the advertisement affects how the call to action button appears. The button won’t be present in the smartphone edition because the entire advertisement can be tapped.
Tips for Maximizing Your Success with Amazon’s Sponsored Product Display Ads
When we launch Amazon Sponsored Display ad campaigns, we wanted to include a wide range of products, including best-sellers that can help with conversions, new products that can raise brand awareness, and legacy products that are doing well enough to remain in the campaign but could use a sales boost to help them stick around for longer.
Testing and ongoing targeting improvements can have a significant positive impact on the ASINs you choose to promote in your sponsored display ad campaign. Top salespeople will undoubtedly perform well in advertising focused on conversion, but they can behave differently when implementing techniques focused, say, on awareness. Though why?
When searching for cross-trainers online, a sock advertisement may pop up instead. This is an example of awareness targeting, which is promoting your products to those who aren’t actively looking for them but might become aware of your brand through exposure to them.
If you look at your most successful ASINs in the past, it’s possible that they won’t perform as well as the new ones you’ve released. You can show these potential buyers both your newest and most popular products.
If you want to achieve your goals, you must be ready for any unforeseen circumstances and modify your strategy as necessary. Depending on how they perform during the first two months, you can start by eliminating the ASINs that aren’t doing well.
Then, you can add new goods that you think will convert well based on the sales metrics of products that are similar to those that are successful. Additionally, you should continue to optimize your targeting based on the results.
Methods for Reaching Particular Audience Segments
Just as important as the things you decide to sell are your marketing tactics for reaching your ideal clients. You must decide which step of the sales funnel your advertisement will target before you can start to design it.
Three ads that are identical to one another and focused on notice, contemplation, and conversion levels might be created. If you are unfamiliar with how this procedure operates, you should begin at the funnel’s conversion stage.
The audience and the product are essentially your two options when it comes to choosing a targeted strategy. Using the audience targeting option, you may look for Amazon customers that share your demographic and interest traits. By using product targeting, you may relate your advertising to current products from either your brand or a competitor’s brand.
Additionally, based on Amazon’s explore nodes, you can position your ads in relation to product categories.
The idea of keyword targeting may be on your mind right now. Because these adverts are not regarded as search ads, customers are not presented with Sponsored Display advertisements in a different way depending on the keywords they enter.
Bid Processes and Optimization
In a manner similar to how you establish bids for search advertisements, bids are put for each target separately. If you are unclear about what to use as a starting bid, Amazon will provide options, just like it does with the other kinds of sponsored commercials. You should start modifying the bids you put on the sponsored display ad once it has been running for two weeks.
Like with keyword bids, you should adjust them in accordance with the most recent performance indicators and trends. This kind of advertisement has a higher level of automation than previous ones, which gives it the ability to do much more.
You have three choices for automated bid optimization, and they all correspond with stages of the buying funnel based on the demographics of the targeted consumers. These strategies include optimizing for reach (awareness), page visits (consideration), and conversions (actual purchases). Optimize for Reach is the default strategy (Conversion).
In order to place your advertising in the areas where it is most likely to convert based on the strategic factors you’ve chosen while staying under your daily budget, Amazon’s algorithm will occasionally adjust bidding by up to 300%. Whenever there is a lower possibility of conversion as a result of your marketing, the algorithm will alter your bids.
Benefits of Sponsored Display Ads
The Amazon Demand Side Platform’s ability to display Sponsored Display ads both inside and outside of the Amazon ecosystem is one of its most noticeable advantages. One of the most distinctive characteristics of the Amazon Demand Side Platform is this. On websites that people visit frequently, such as those that give news and weather updates, Amazon displays adverts.
Additionally, these adverts can be found on websites controlled by Amazon, including the mobile app, Goodreads, IMDb, and Twitch. This has the effect of having a wide reach.
Any number of targeting tactics may be used to set up the advertising, allowing views to be gathered and clicks to be retargeted at any stage of the purchasing process. This means that you are directing traffic to the product detail pages that you have developed on Amazon by showing your adverts to potential buyers in locations other than those that are required on Amazon.com.
Advertisers have possibilities with sponsored displays that go much beyond the typical pay-per-click environment that targets certain keywords. These possibilities include the ability to promote goods tailored specifically to the viewer as well as live advertising campaigns. It represents advances in responsive and dynamic advertising for responsive web design, and it is undoubtedly a trend that will continue.