29 September 2023
Simplifying Amazon PPC – How to Efficiently Add Negative Keywords in Bulk
TweetLinkedInShareEmailPrint In the world of Amazon PPC (Pay-Per-Click) advertising, success often boils down...
There are 3 main advertising types in Amazon PPC: 1) Sponsored Products, 2) Sponsored Brands 3) Sponsored Display. Sponsored Display is the newest Amazon PPC ad type, slowly rolled out in 2019; it is now a staple to all Amazon seller/brand owner/ad manager’s advertising strategies. This article discusses the Amazon Sponsored Display ad type, also call Amazon display advertising, in detail.
Sponsored Display shows up mostly on product details on Amazon and across other affiliated Amazon pages. These Amazon display ads show up as a small rectangular or square banner of the product’s main image underneath the bullet points. The banner, unlike Sponsored Brands, only advertises one child ASIN/SKU
On top of the ad placement on the product detail page, it is also in not so obvious placements such as:
In Sponsored Display, there are two targeting options, 1) Product Targeting (also known as PAT) 2) Audience. Product targeting is more specific and manual, allowing the advertiser greater control of where their ads will display. While the Audience option is more automatic and passive of the two targeting options. More on the two targeting options later in the article.
Also of note is that Sponsored Display ads will be paused when the SKU being advertised goes out of stock. Once the SKU being advertised is back in stock, the Sponsored Display ads will resume again. This feature will ensure that you are not spending ad dollars on out-of-stock SKUs.
We have discussed previously on the importance of Amazon Inventory Management, worth a read to help you prevent stock-outs and to maximize your sales.
Like Sponsored Brands, Sponsored Display advertising type is only eligible for Amazon vendors and sellers who are registered brand owners under the Amazon brand registry.
In order to enroll into the Amazon brand registry you need an IP of your brand and have it registered with the trademark offices in the following countries:
United States, Brazil, Canada, Mexico, Australia, India, Japan, France, Germany, Italy, Turkey, Singapore, Spain, Netherlands, Saudi Arabia, the United Kingdom, the European Union, and the United Arab Emirates.
You can get more information on how to register your brand on Amazon here.
When you create a new Sponsored Display campaign after selecting the campaign settings and product to advertise, you will have the option to select the targeting type.
The product targeting, also known as Product Attribution Targeting (PAT), allows your ads to show on specific product details pages related to the targeted products, either the specific ASIN or an ASIN within a specified category. Within Product Targeting, you will further be given options: 1) Categories and 2) Individual Products.
You can have your ads target ASINs in specific categories. Categories are products that are grouped in similarities, like ‘camera cases’.
Obviously, you will select the categories related to your product and select more than one category. This “products target” type is less restrictive than the Individual Products option, as it gives Amazon Advertising only bid and category perimeters to bid on ad placements.
The individual products option allows you to laser focus your advertising because it allow the seller to bid on specific Amazon product pages (ASIN). In the below screenshot, if you click on “Target” on the specific ASIN, those will be the list of ASIN your campaign will be bidding for.
You can add individual product targets by:
Audience in Sponsored Display is a compelling targeting type, as you can target audiences on and off Amazon based on specific behaviors and events. These specific behaviors and events mixed together can be used to create a customized segment for your Sponsored Display advertising campaign.
Views remarketing is a subset of the Amazon Sponsored Display audience targeting type. It allows you to re-target shoppers on Amazon that has engaged with your product listing in the last 30 days BUT have not made a purchase on your product. You can choose to target the following engagement behaviors:
You definitely would want to be bidding on the ‘Advertised products’ engagement type and make a strong bid on it because it can potentially be a low-hanging fruit. This is an audience that is already considering your product (bottom of the funnel). In a lot of cases, you need that extra nudge to complete the purchase. Re-engaging these audiences will be ad dollars well spent.
Amazon Audiences is the newest audience sub-type targeting. It is a targeting type that can display your ads, both on and off Amazon. The Amazon audience will have hundred of pre-built audience segments that can help Amazon sellers reach new prospective customers through awareness and brand building. Currently, there are four targeting strategies under the Amazon audience umbrella.
You can create a custom creative that you want to display for your ads. Although “custom” is a bit of a misnomer, you can really only add your brand logo and a short headline.
If you do not select the “customize your creative” check box than your ads will just have the main photo and the first part of your product listing title, without the logo and headline.
With the headline you can test different headlines copies that can catch shopper’s attention. But it does need to follow the following rules:
We’ve test different headline copies, from calling attention to discounts, benefits, calling out the competition, and where the product is made. We found that the headline pointing at one key benefit does better than other headline copy types.
Also, if you are using seller coupons, the corresponding discount for that ASIN, will show up on the ad creative. We found this coupon call out to have a positive effect on the ad performance.
Besides looking at the metrics on your Amazon advertising dashboard, such as CPC, ACoS and Sales. You can also run Amazon advertising reports for Sponsored Display. There are 4 types of report that you can run for your Sponsored Display ads:
These reports can be requested on your seller central dashboard 🡪 Reports 🡪 Advertising Reports.
Sponsored Display has some unique targeting options that Sponsored Products and Sponsored Brand don’t have. So it would be best if you did not use the same exact strategies as you would with your Sponsored Products and Brands campaigns, but some crossover strategies can be applied. Below are some objectives you can achieve with Sponsored Display Campaigns.
Target a list of 5-10 ASINs of direct competitors. Most of the ASINs in this list should have been picked up from your previous automatic campaigns that have resulted in a sale, so you know these ASINs are of strong relevance to your product. You can refine this list a bit further, to make sure that the offer is better than the targeted ASIN by either price, features, listing copy or number of reviews.
Another way to get a strong list of ASINs is to search by using the Amazon search bar. Use a hero keyword in the search and grab the first 5-10 ASINs in the search result.
You can also target product that are complimentary to yours, such as if you are selling yoga pants, you can also target yoga mat products as well. This type of campaign would require you to have an initmate knowledge of your product and the target audience. One cool way to find complimentary product is to look at the frequently bought together portion of your listing.
As mentioned before, you can use the views remarketing target options to re-engage shoppers that have:
If your product falls within the In-market, Interest, or Lifestyle events in the new Amazon audiences targeting, you can now target these segments. It is advisable to have only one in your ad groups, so you have a clear way to attribute the performance of these segments.
There are thousands of segments in Amazon audience to choose from
A creative way to use Sponsored Display is to target the books category on Amazon. If a book interest and topic aligns with your product that you want to sell, you can use Sponsored Display to target the book ASIN or ISBN number. For example if you are selling yoga equipment, than you want to target yoga books, or if you selling travel related accessories, than you will target travel books. Use you imagination in term of where you want to place your ads on the Amazon place.
Using the category targeting option, you can target the entire high level category that is related to your product. For example, if you want to bring awareness to your Yoga brand you can target the entire yoga category on Amazon. Also of note, these campaigns objectives is for brand building and use should expect relatively higher ACoS.
There are different choices for Amazon PPC software for the average Amazon sellers/brand owners to choose from, but not all Amazon PPC software are Sponsored Display supported.
At SellerMetrics made an important decision to make sure that we are Sponsored Display compatible before launch, which means we can make automatic bid adjustments, reporting, and rules creation on Sponsored Display campaigns.
On our Automated Settings page you can enabled automated bidding on your Sponsored Display campaigns. By setting an ACoS goal, our advance algorithms can make bid changes daily to each product targets (PAT) and audience.
One of our best feature to allow the user certain level of control in their optimization. Our manual bidding page allows you to make manual changes to the bid of the Sponsored Display target. As long as bid automation is not enabled in the campaign, than the user can change the bid according to the following:
Analytics and Reporting
A clean and organized Analytics and Charting page that allows you to analyze data by date range and account. We offer reporting function by the following:
Rules Settings (Search Term Harvesting)
Using our rules settings, you can create rules around your Sponsored Display campaigns. For example, you can set to harvest ASIN to a Sponsored Display campaign from a Sponsored Product auto, using the following perimeters:
Every time there is 1 order that is less than 45% ACoS in the source campaign, it will be automatically added to the destination campaign/ad group.
By using Sponsored Display you can target Amazon shoppers in way that Sponsored Brands and Sponsored Products can’t. This uniqueness allows the Amazon advertisers to set really unique campaign objectives that will allows you to scale with low ACoS. As with always in Amazon PPC, do not afraid to test, especially if you are using SellerMetrics to optimize your Sponsored Display bids on a daily basis to make sure there is no leaky adspend.
If you have questions or insights to share, please feel free to post them via the comments section. Please also consider joining our Facebook Group where we discuss any questions you may have about running an Amazon business.
We are SellerMetrics, our Amazon PPC Software helps Amazon sellers, brands, KDP Authors and agencies navigate Amazon Advertising PPC via bid automation, bulk manual bid changes, and analytics.