In Amazon, capturing customer service is just the first step. Maintaining that attention and turning it into sales requires intelligent and effective marketing strategies. One of the most powerful tools in the Arsenal of a Amazon seller is retargeting, and Amazon Sponsored Display is the best solution to achieve it.
Amazon Sponsored Display is a click payment advertising platform (PPC) designed to help sellers reach potential customers in different stages of the purchase funnel. Through Retargeting campaigns, you can connect with buyers who have shown interest in your products or similar products, increasing the chances of conversion.
This tool not only allows you to address users within Amazon, but also outside the platform, extending your reach and maximizing your sales opportunities.
Index
What is Amazon Sponsored Display?
Amazon Sponsored Display is an advertising tool that is part of the Amazon sponsored advertisement options , along with sponsored products and sponsored brands.
Previously known as Product Display ADS (Product display ads), these ads allow sellers to achieve various objectives, such as increasing brand recognition, increasing traffic in product detail pages and promoting new products.
An outstanding feature of Sponsored Display ads is that they can be shown both inside and out of Amazon , allowing greater scope and customer retargeting.
Location of Amazon Sponsored Display ads
Sponsored Display ads can appear in several places inside Amazon, including product detail pages and other site sections , both on desktop and mobile devices.
In addition, these ads can be shown on external websites that are part of the Amazon advertising network , although this option is not yet available for all sellers and suppliers in Germany.
Cost model of an Amazon Sponsored Display advertisement
As with other Amazon sponsored ads, Sponsored Display ads are billed according to the click payment principle (PPC) . It is only paid when a buyer clicks on the ad, and the impressions are free. A minimum investment for this type of ad is not required, which makes it accessible for a wide range of vendors.
Creation of an Amazon Sponsored Display campaign
To create a Sponsored Display campaign, certain requirements must first meet. “Advertising” menu of Vendor/Seller Central, “Campaigns” and click “Create campaign” . Next, Sponsored Display as the type of campaign.
In the following steps, the name of the campaign, its duration and the budget is defined. The product to be announced and the orientation of the campaign is chosen, which can be per target group or by product is selected.
ORIENTATION SELECTION
Sponsored Display offers three guidance options:
- ORIENTATION BY OBJECTIVE Group (interest): A bid is established per click and relevant areas of interest for the announced product are selected.
- Product orientation: Specific products are chosen to show the announcement, being able to choose to address your own or competition products.
- Category orientation: Product categories are selected to show the announcement to buyers looking for similar or complementary products.
Amazon Sponsored Display vs. Amazon DSP
Sponsored Display
- Availability: Currently, only for suppliers in Germany.
- Orientation: objective groups or retargeting (not yet available for all sellers).
- Cost model: CPC (Cost per click).
- Ads: automatically generated (only the title is customizable).
- Requirements: Registration in the trademarks.
- Objectives: Increase brand recognition, increase traffic in product detail pages and promote new products.
Amazon DSP
- Availability: Available for any advertiser.
- Orientation: Orientation and retargeting with greater control over the audience.
- Cost Model: CPM (cost per thousand impressions) with a minimum budget of approximately 10,000 EUR.
- Ads: totally customizable.
- Requirements:
- Objectives: Increase the impact of advertisements by retartling, increase traffic to destination products/pages and improve brand recognition.
Conclusion
Sponsored Display ads offer a profitable way to place ads on Amazon and, potentially, out of the platform. As Amazon expands all more sellers and suppliers orientation options, this tool will become even more valuable.
Retargeting, in particular, is an orientation option that can be expensive at Amazon DSP, but offers great benefits in terms of scope and conversion.
