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With Amazon Sponsored Display Ads, brands can target people on desktops and mobile devices with auto-generated placements that appear on Amazon's third-party display network, as well as on product detail and other Amazon pages.

With Amazon advertising solutions, sponsored display advertisements play an important part in expanding your brand by re-engaging and retargeting customers on and off Amazon.

To get ahead of your competitors, you can use Sponsored Display to target customers based on their interests and product page views.

What Is Amazon Sponsored Display Ads?

An advertiser's ability to target their audience is enhanced by the use of sponsored display ads. They can also be seen off Amazon. The goal of these ads is;

·      Complementary products

·      Interests in different shoppers

·      Competitors in the same niche


Because Amazon sponsored display advertising is retail aware, they only appear when your products are in stock and the 'Featured Offer' is active. If the products go out of stock or if the Featured Offer is not available, the advertisements will immediately stop.

As a result of its efficiency, display advertising is charged on a cost per click (CPC) basis. Nonetheless, you can manage the amount of money you spend by selecting the ad budget and the bid per click. They're more like shotguns in that they're less precise, but they can still hit things.

Because Amazon sponsored display advertisements have a high number of impressions, they are a great alternative for branding because they reach a wide audience.

Different ad formats allow you to target keywords and audiences in a variety of ways. If you want to target customers based on their buying habits, Sponsored Display Ads are the best way to do it. These customers may be interested in purchasing your product since they've seen your product, comparable products, or related categories in the past.

How does a Sponsored Display Ad work?

Using Sponsored Display is similar to using Pay-Per-Click. Customers compete with each other to earn the best ad spots. One benefit is that no money down is necessary. You are able to create your own bids and budgets.

Included in Sponsored Display Ads are:


·      Audiences: Views Remarketing

When using Sponsored Products, you're more likely to target "cold" traffic. It's possible to target visitors who have already looked at your listings or comparable products in your market with Sponsored Display Ads. If a potential customer has expressed an interest in your product or service, your chances of converting them are higher.

Ads will only be shown to those who have previously looked at your items but haven't yet purchased them.


·      Audiences: Interests

This category is similar to the one above, except instead of focusing on products, Amazon will show your advertising to people who are browsing for products based on certain interests.


·      Product Targeting Ads

Targeting clients who are already interested in your product, or who are looking for similar products and categories, is made easier using Product Targeting.

In the event that your competitors' listings are drawing in a lot of attention, you may leverage this feature to your advantage by creating a discount or lowering the price of your own things. Then activate the display advertising with Product Targeting.

Additionally, it is possible to direct users to listings for products that compliment your own.

How to Create an Amazon Sponsored Display Campaign

·      From your Vendor Central or Seller Central account, go to Campaign Manager.

·      "Create Campaign" is the option you want to go with.

·      Go to the menu and choose "Sponsored Display."

·      Choose an ASIN for the product you wish to promote (Amazon automatically generates your ad creative and optimizes it for performance)

·      Set the bidding choices for your campaign.

·      Give your campaign a name, a budget, and a deadline.

·      After that, you may submit your Sponsored Display Ad.

Amazon automatically gathers product images, price, badging, and star ratings for the ad creative. When you click on "Shop Now" in the advertisement, you'll be sent to the product detail page. Customers can now explore and buy with only one click.

Using "related Amazon buying activity," Amazon generates the target audiences for your ad on its own. Amazon's ad audience includes customers who have expressed interest in your product's category of interest. People who have seen your product page on your own website but have not made a purchase are included in your audience outside of Amazon. Ads can be targeted to specific Amazon products or product categories.

How to Add Sponsored Display Ads to Your Amazon PPC

If your products are ready for retail, you should at the very least try Sponsored Display with some of your ad money. Sponsored Display wasn't taken seriously by Amazon before, but now that it's completely developed, they're really doubling down on it. While Sponsored Brands and Sponsored Products will still take up the majority of your budget, make room for Display as well. You can experiment with PPC magic by allocating 5-15% of your whole ad budget to Sponsored Display advertisements.

As a new Amazon seller, avoid using Sponsored Display Ads. Sponsored Products, Sponsored Brands, and Sponsored Display all fall into a sort of unspoken Amazon marketing hierarchy. The sequence in which you add these ad kinds to your Amazon advertising should match that hierarchy.

When launching Sponsored Products but not yet Sponsored Brands, there may be some advantage in starting both concurrently if you already have a good base with Sponsored Products. Since its inception, Sponsored Display has grown in value, and it is now swiftly overtaking Sponsored Brands in this respect.

How much do Amazon Sponsored Display advertisements cost?

CPC (cost-per-click) is the pricing model used by advertisers for Sponsored Display advertisements. So, you only pay for an advertising when someone is interested enough to click on it.

A second-price auction determines the cost-per-click for each Amazon Sponsored Display ad.

A default bid (the maximum amount an advertiser is prepared to pay for a click) is submitted by each advertiser for their ad. Although the highest bidder wins the auction, the top bidder does not actually pay the amount they bid for the auction. Only $0.01 separates the highest bidder from the second-highest bid.

What are the differences between Sponsored Products, Sponsored Brands, and Sponsored Display?


·      Amazon Sponsored Brands

Promotion of up to three goods in the top slot above Amazon search results (and other placements) using ads that allow companies to promote a bespoke headline, logo, and brand in their ad, as well as a custom Amazon landing page, are known as "brand building ads." Ads in the new Sponsored Brands video ad style lead to product detail pages.


·      Amazon Sponsored Products

Similar to Google Adwords, advertisers can target specific products in Amazon search results and product detail pages with keyword- and ASIN-targeted advertising. Amazon's most popular advertising is Sponsored Products.

·      Amazon Sponsored Display ads

Product detail pages are redirected to via these sponsored display advertising, which can be found both on and on other websites. In addition, you can use views remarketing to target clients who have previously seen your product detail pages or similar product detail pages, keeping them interested throughout the purchasing process.

Should you use Amazon's Sponsored Display Ads?

Yes, you should. Sponsored Display Ad campaigns offer the following advantages:

·      Increase your brand's visibility in your niche.

·      Increase the number of visitors to a product's details page.

·      Your best product should be listed below your competitors'.

·      Enhance new product listings' visibility


One of the primary purposes of Amazon Sponsored Display Ads is increasing impressions. It is possible to reach more people in less time by using Sponsored Brands and Sponsored Display in conjunction with Sponsored Products. As a rookie to the business, this is essential for your ascent from unknown to well-recognized player status.

You can also use Sponsored Display Ads to improve your brand's attractiveness to customers in the top part of the sales funnel. Aside from those who have previously seen your items or searched for phrases related to your product, you can also target those people who have recently viewed products that are comparable to yours. If your rivals aren't using Sponsored Display, you'll be able to attract in more customers.

As a result, product display advertising tends to have lower conversion rates than ads that appear on Amazon's search engine results page (SERP). Similarly, these advertisements are less competitive than Sponsored Brand and Sponsored Product advertising, which means your CPCs and overall spend, will likely be lower than your account average.

If your ad is placed alongside your competitor's listing, you can showcase your best products against their best products. This is a great way to get more customers. However, you must exercise caution. Take a close look at the products on Amazon and see where you can match your advertisements to obtain the best results.

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