What Are Amazon Sponsored Display Ads? Everything You Need to Know

Amazon Sponsored Display Ads are a type of advertising feature offered by Amazon Advertising. Sponsored Display Ads are designed to help advertisers promote their products and brands to Amazon shoppers both on and off Amazon’s platform.

Types of Amazon Ads

Amazon offers several types of advertising solutions including Amazon Sponsored Display Ads to help sellers and brands promote their products and reach their target audience. These ad types are designed to cater to various marketing goals and strategies. Keep in mind that Amazon’s PPC advertising offerings may have evolved since it started, but here are some common types of Amazon ads that are available:

Sponsored Products

• These ads appear in search results and on product detail pages.
• They promote individual product listings.
• Advertisers bid on relevant keywords, and their ads are displayed when shoppers search for those keywords.

Sponsored Brands (formerly known as Headline Search Ads)

These ads appear at the top of search results, including a brand logo, custom headline, and multiple products.

They are designed to drive brand visibility and feature a brand’s products.

Sponsored Display

These ads appear on product detail pages, search results, and off-Amazon sites as part of Amazon’s ad network.

They can be used for retargeting, product targeting, and audience targeting.

Stores

Amazon Stores allow brands to create a dedicated multi-page storefront showcasing their products.

Brands can use customizable templates to design an immersive shopping experience for customers.

Video Ads

Video ads appear in search results, on product detail pages, and within Amazon’s mobile app.

They can feature engaging video content to promote products and brands.

Display Ads

Display ads appear on Amazon-owned sites, such as IMDb, and on third-party websites and apps as part of Amazon’s advertising network.

They include customizable ad creatives and can target specific audiences.

How do Display Ads Work?

Amazon Sponsored Ads work as follows:

Targeting

Sponsored Display Ads allow advertisers to target audiences based on various criteria, such as interests, shopping behavior, and product categories. They can also target specific products or audiences that are similar to their customers.

Ad Placements

These ads can appear in multiple locations, both on and off Amazon. They can be displayed on product detail pages, in search results, on the Amazon home page, and even off Amazon, on third-party websites and apps that are part of Amazon’s ad network.

Formats

Sponsored Display Ads can include different ad formats such as product images, titles, and prices. These ads are meant to attract the attention of potential customers and encourage them to click through to the advertised product’s detail page.

Retargeting

One of the critical features of Sponsored Display Ads is retargeting. Advertisers can retarget shoppers who have previously viewed their products or similar products. This helps advertisers re-engage potential customers and remind them of products they’ve shown interest in.

Brand and Product Promotion

These ads can be used to promote specific products, increase brand visibility, and drive traffic to product pages. Advertisers can customize their ad creative and messaging to align with their branding and marketing goals.

Campaign Management

Sponsored Display Ads are managed through Amazon Advertising’s advertising platform, where advertisers can set budgets, bid strategies, and monitor campaign performance. Advertisers have the flexibility to adjust their campaigns based on real-time data and insights.

Why Are Amazon Sponsored Display Ads Important?

Amazon Sponsored Display Ads are used for various reasons by sellers and brands on Amazon’s platform. Here are some of the main purposes for using these ads:

Product Visibility

Amazon Display Ads can help increase the visibility of products among Amazon shoppers. They appear on product detail pages, search results, and other relevant locations, allowing advertisers to showcase their products to a wider audience.

Drive Sales

Amazon Sponsored Display Ads can directly drive sales by attracting shoppers to click on the ad and visit the product’s detail page. If the product meets the shopper’s needs and expectations, it can lead to a purchase.

Retargeting

Amazon Display Ads are particularly effective for retargeting customers who have previously shown interest in a product. By offering the ad to these potential customers again, advertisers can remind them of their interest and encourage them to make a purchase.

Brand Awareness

Besides driving sales, Amazon Banner Ads can help build brand awareness. They allow brands to showcase their products and logos to a larger audience, even if the immediate goal is not an immediate sale. This can contribute to long-term brand recognition and customer loyalty.

New Product Launches

When introducing a new product, Amazon Banner Ads can be used to generate initial interest and traffic. This can help kick-start sales and gain momentum for the new product.

Clearance and Seasonal Promotions

If a seller wants to clear out excess inventory or promote products during seasonal sales events, Amazon Display Ads can help highlight these promotions and attract shoppers looking for deals.

Competitor Targeting

Advertisers can target their ads to appear on the product detail pages of their competitors. This can be a strategic way to divert potential customers’ attention to their products, showcasing the benefits of their offerings over the competition.

Customized Messaging

Advertisers can create ads that resonate with their target audience. This allows for customization of messaging, promotions, and branding to connect with potential customers effectively.

Off-Amazon Advertising

Amazon-sponsored ads can extend beyond Amazon’s platform to reach shoppers on other websites and apps within Amazon’s advertising network. This broader reach can help engage potential customers outside of the Amazon ecosystem.

Ultimately, Amazon Sponsored Display Ads provide sellers and brands with a versatile advertising tool to achieve a range of marketing goals, from increasing sales and driving traffic to enhancing brand awareness and loyalty. The specific use cases will vary based on the advertiser’s objectives and the nature of the products being promoted.

How to use Amazon Sponsored Display Ads?

Using Amazon Sponsored Display Ads involves several steps to create, launch, and manage effective advertising campaigns. Here’s a general outline of how to use these ads:

Sign into Amazon Advertising Account

Log in to your Amazon Display Advertising account. If you don’t have an account, you’ll need to set one up.

Select ‘’Campaign Manage’’

Once logged in, navigate to the ‘’Campaign Manager’’ section, where you’ll create and manage your ad campaigns.

Create a New Campaign

Click on the ‘’Create Campaign’’ button to start a new campaign.

Choose ‘’Sponsored Display’’ as the campaign type.

Set Campaign Details

Give your campaign a name that helps you identify its purpose.

Select the targeting options

Audience targeting

Choose your target audience based on interests, behaviors, and other relevant criteria.

Product targeting

Select specific products to target or let Amazon automatically target relevant products.

Choose your campaign start and end dates.

Set your daily budget, which is the maximum amount you’re willing to spend per day on the campaign.

Ad Group Setup

Create an ad group within the campaign to group similar products or targeting strategies.

Choose your targeting options for the ad group.

Set your bid, which is the maximum amount you’re willing to pay for a click on your ad.

Ad Creative

Upload the product image you want to use for the ad.

Enter a catchy headline and description that effectively communicates the benefits of the product.

Set the landing page URL where users will be directed when they click the ad.

Review and Launch

Review all the campaign settings, targeting options, and ad creative to ensure accuracy.

If everything looks good, click the ‘’Launch Campaign’’ button to start your campaign.

Monitor and Optimize

Regularly check the performance of your campaign using the Amazon Advertising dashboard.

Monitor key metrics such as clicks, impressions, click-through rates (CTR), and conversions.

Adjust your campaign settings if necessary. You might consider adjusting bids, adding or removing targeting options, or updating ad creative.

Measure Results and Adjust

Analyze the performance data to determine which products, targeting options, and ad creatives are most effective.

Use this data to refine your campaign strategy, optimizing for better results over time.

Experiment and Iterate

Try different variations of ad copy, images, and targeting options to see what resonates best with your audience.

Test different bidding strategies to find the most cost-effective approach for your goals.

Scale or Refine

Based on the performance of your campaigns, decide whether to scale up successful campaigns by increasing budgets or launch new campaigns with similar strategies.

Refine underperforming campaigns by making necessary adjustments or pausing them if they are not meeting your objectives.

Remember that advertising strategies can evolve based on market trends, competition, and consumer behavior. Regularly reviewing and optimizing your Amazon-sponsored ads campaigns is crucial for achieving the best results and maximizing the return on your advertising investment.