October 15, 2021

Sponsored Display Tutorial: What Amazon Sellers Need to Know

Advertising campaigns are a proven way on Amazon to gain greater exposure and increase conversion rates. One of the different forms of advertising on Amazon is Sponsored Display. Today, we'd like to share with you a tutorial that you can use to create your own ad campaigns. But first, let's clarify what Sponsored Display actually is, what ad types there are, and what advantages it offers.

What is Sponsored Display?

Sponsored Display ads are the successor to Product Display ads. This advertising option enables advertising both on and off Amazon. This allows customers to be targeted in the familiar Amazon design. The ads are visible to customers below the Buy Box. In turn, when customers see the Sponsored Display Ads on external sites, they will always find the indication that it is a product sold on Amazon. Also, it's important to note that unlike Sponsored Brands ads, you don't need a registered brand on Amazon to run Sponsored Display Ads. It is also useful that customers who may have been on the verge of buying your product can be retargeted. This increases the chance of a successful sale.

What types of ads are there?

Sponsored Display ads are automatically generated. Amazon places these ads either on product detail pages or on other pages on Amazon.com. In addition, Sponsored Display ads can also be placed on external pages. In addition, once you no longer have products available, Amazon will turn off the ads.

Advantages for Amazon Sellers

Sponsored Display is mainly used to make your product better known. In addition, customers are addressed by all possible websites on which your ad appears. This is an advantage over ads that only run on Amazon. Also, targeting allows you to specify who you want the ads to reach. All of this contributes to a higher conversion rate.

Sponsored Display Tutorial

In this tutorial, we will first discuss how to create a Sponsored Display campaign. Then we will show you how to select products for the advertising campaign. Thirdly, we will look at the targeting options you have with Sponsored Display.

1. Create a sponsored display campaign

To create a Sponsored Display campaign, you need to open the so-called Campaign Manager. There you can select for which of the different advertising forms the campaign is intended. In this case, of course, you select Sponsored Display. In the settings there, you can then define the name of the advertising campaign. In addition to the name, you can also set the daily budget. This is the maximum amount you want to spend to fund your campaign. This amount is calculated as an average for an entire month, so that you can still continue to run the ad if interest is higher. You also need to specify when the campaign should start and when it should end.

In the next step, you can decide between various targeting options. Later, we will show you what this means exactly. You can also optimise your bids. We will inform you about this topic soon in our blog.

2. Select products

Next, select the products you want to be part of your Sponsored Display ads. The offer can only be your own and cannot include products from other sellers. Accordingly, there must be an ASIN for the item. You can learn more about ASINs and other Amazon product IDs in this post. Also, be aware of Sponsored Display restrictions. For example, audiobooks cannot be promoted.

3. Sponsored Display targeting

Now let's move on to the targeting options already mentioned. Targeting is about addressing the appropriate target group for your products. Amazon uses specially configured interactions for the users. In this way, customers become aware of the items, which they are then more likely to buy. You have a total of three options for targeting: First, you can target users who have clicked on your items in the last month. Second, there is the targeting group of those who have targeted items similar to your product in the last month. Third, you can target customers who have searched for items in a specific category.

Amazon Advertising Consulting

Through many years of experience in online sales, we have acquired expert knowledge in the field of Amazon advertising, which we would like to make available to you. In addition to Sponsored Display, we also advise you on the other forms of advertising on Amazon. You can find more information about these on our website.

These were the most important steps of the Sponsored Display tutorial for Amazon Sellers. Do you have any further questions about our tutorial or need help with Amazon SEO? Then feel free to get in touch with us. We are always available to help and advise you. Feel free to send us a message - of course, completely without obligation.

MadeByBrain - Agency for Amazon Sellers

We look forward to hearing from you.

via Amazon Advertising



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