Amazon Sponsored Display Ads are a popular ad type that allows sellers to target Amazon shoppers both on Amazon and other website’s leveraging Amazon’s rich customer data through display ads. SellerMetrics has extensive experiences helping Amazon sellers set up, manage and optimize Amazon Display Ads as part of our Amazon PPC Services offering.
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Amazon display ads play a strategic role in remarketing to existing audiences, as well as reaching potential new buyers by addressing a broader prospecting audience with a general interest in your products (Related Blog Posts: Ultimate Guide to Amazon Retargeting Ads).
Amazon display ads can be optimized for a range of objectives including reach, page visits and conversions. Audience targeting options include remarketing warm audiences and prospecting shoppers unfamiliar with your brand. Ads can use assets such as static images or video files.
You can remarketing amazon shoppers who have:
Targeting similar product pages is a great option for smaller sellers that do not yet have a large remarketing audience pool sizes.
This option is interesting for brands that sell products tied to specific life events (think infant products) or products that are often purchased in the same context as other items (i.e. gardening related products). These are referred to as in-market audiences.
Especially when optimizing for page visits, this targeting option is interesting for brands looking to acquire more qualified page visits.
Amazon display ads can also be used to scale your presence on Amazon. However: beware that as you prospect broader audiences by using “interest” or “lifestyle” based targeting options you are also reaching users who are less likely to convert.
So be mindful of your CPMs (Cost to Reach 1,000 Users) and be sure that products and brands that are not closely related to your own are added to your “negative product targeting” and “negative brand targeting” lists to prevent ad budget wastage.
Amazon sponsored display ads are self-serve ads and you can create them directly within the Amazon Ads platform. Follow the steps in the campaign builder starting by providing a campaign name name, a start date and a daily budget. To keep your ads relevant and to better measure performance. We do not suggest that you add too many different products (in some cases just one will suffice) to your campaigns.
Proceed by selecting targeting, bid optimization objective, audiences and negative products.
There are a few things to consider when running Amazon sponsored display ads: first of all, do not include a Call-to-Action (CTA) button in the ad creatives. This is not permitted and will get your ads disapproved. Also, ensure that all images are legible and ideally have a resolution of 72 ppi. For video ads a resolution of 1920 x 1080 px (16:9) is recommended. More information on Amazon video ad specs can be found in our guide on Amazon Ad Creative Best-Practices, the official Amazon Ad Specs Documentation and the official Amazon Advertising Guidelines provide a very detailed overview of category specific requirements and restrictions.
Whether Amazon Sponsored Display ads can be effective for your products depends on a number of factors, such as conversion rate, ad creatives, quality of your product listings and so on (related blog post: Five Common Mistakes When Running Amazon Display Ads).
Display ads are optimized by making data-driven adjustments to bids, placements and audiences. A list of items we generally check for can found below and for a more detailed explanation on our approach read our blog posts on How to Optimize Amazon Ads.
The Amazon advertising console provides sellers with a host of reports, such as the Campaign Report that shows performance in terms of impressions, CPCs, conversion rates, sales and many other metrics at campaign level. In addition to that, there are reports on audience targeting and the performance of advertised product listings (Related Blog Post: How to monitor amazon ads?). Note that a granular campaign setup is critical to deriving actionable insights from your amazon display advertising campaigns.
Many popular third part-tools, such as Jungle Scout provide tools to gather market intelligence, insights into competitors’ product listings or keyword volume trend analysis that can be used to inform your display advertising strategy.
We have developed a proprietary Amazon bid optimization software that enables our clients to benefit from advanced automatic bidding strategies. Our algorithm automates bids 24/7 to help you reach your ACoS goals.
You can immediately benefit from learnings have aggregated across millions of dollars of Amazon ad spend. Don't waste your own budget and time to start from scratch.
To help our partners get ahead we have developed a sophisticated algorithmic Amazon bid optimization software.
SellerMetrics is a truly client focused Amazon marketing agency run by former sellers that have achieved 7-figure brand exit.
We provide transparent pricing and performance reporting and optimize your Amazon ads based on clearly defined goal-posts and pre-agreed KPIs.
Our initial call allows us to get a full understanding of your objectives and whether we are a good fit
We will go through your past account performance to understand what your business strategy, where you see opportunities and where you face challenges. Based on this we can work our a detailed action plan tailored to your needs.
Agree on actionable plans our team will take in the next 2-3 months. Alignment on service levels and objectives.
We will start restructuring your campaigns by renaming, consolidating and creating new ones.
We also setup our proprietory Amazon Advertising Optimization Software.
For the next few weeks we will continue to monitor your Amazon Ad performance.
We will be seeing trends and learn about the performance of your creative assets, placements and so on.
Finding new and customized ways to grow and implementing effective methods to scale your Amazon ad account in a profitable way.
From there on, we’ll keep on optimizing your Amazon Ad Account.
Most importantly we will provide you with regular, monthly updates on the performance of your Ad Campaigns and address any questions you may have.
Our initial call allows us to get a full understanding of your objectives and whether we are a good fit.
We will go through your past account performance to understand what your business strategy, where you see opportunities and where you face challenges. Based on this we can work our a detailed action plan tailored to your needs.
We agree on actionable plans our team will take in the next 2-3 months. Alignment on service levels and objectives.
We will start restructuring your campaigns by renaming, consolidating and creating new ones.
We also setup our proprietory Amazon Advertising Optimization Software.
For the next few weeks we will continue to monitor your Amazon Ad performance.
We will be seeing trends and learn about the performance of your creative assets, placements and so on.
Finding new and customized ways to grow and implementing effective methods to scale your Amazon ad account in a profitable way.
From there on, we’ll keep on optimizing your Amazon Ad Account.
Most importantly we will provide you with regular, monthly updates on the performance of your Ad Campaigns and address any questions you may have.
We switched to SellerMetrics for Amazon PPC management after 6 months of flat sales. With their help, we are back to growing 5–10% each month while keeping our TACOS below 15%. We have a dedicated account manager, and if we need more help, Rick is always available
I've been enjoying working with SellerMetrics for almost a year now. The SellerMetrics team goes above and beyond. They make it easy and stress-free, which is exactly what you want from an agency. It's nice to have someone on your side who knows everything there is to know about advertising on Amazon. If you're looking for a great Amazon PPC company, I really like SellerMetrics.
Using SellerMetrics Amazon PPC managed service allows me to free up my time for the other things that matter. I have been impressed with the team’s data-driven approach. Unlike other Amazon PPC agencies, their methods are cutting edge, transparent and it works!
SellerMetrics is the one-stop shop for all your Amazon Advertising needs. Whether you’re a first-time user, who simply wants to press a single button to create a high performance fully automated campaign structure or a veteran of PPC who wants to manage their campaigns directly but save time using SellerMetrics’ intelligent bulk and filtered changes, this is the platform for you.
