- star rating<\/li>
- product images<\/li>
- labels\/tags, such as discounts and of course Prime shipping<\/li><\/ul><\/div>
So far so good, but what do these ads look like? After all, advertising is appealing when it looks attractive. So let’s take a look at some Display Ads on Amazon:<\/p>
Amazon Display Ads on a product detail page<\/h3>
Highlighted in red, we see the Sponsored Display Ad on an Amazon product detail page. The search was for Lego Duplo, and a similar building block system from the competition is being advertised directly on the product page \u2013 definitely a good spot! Why? Because the search intent was clearly directed towards (children’s) toys. More specifically: building blocks were searched for. So why not try something new? Maybe the product from Simba is better than that from Duplo.<\/p>
![\"Amazon](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140832\/Amazon-Display-Ads-Bsp-1-844x611.png\")
<\/figure>By the way, these ads can also appear directly below the Buy Box. In the end, it doesn’t matter where the ad appears. Whether under the bullet points or under the Buy Box; both variants stand out.<\/p>
Amazon Sponsored Display Ads in the search results<\/p>
The search results on Amazon are now filled with various labels and ad types. Your Sponsored Display campaigns on Amazon should certainly not be missing.<\/p>
The following ad for ice skates was displayed directly next to the search results (on the right) and definitely catches the eye. The search for Christmas decorations suggests an interest in the cold season.<\/p>
![\"amazon](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140829\/amazon-display-ads-publisher_Beispiel-2_ausgespielt-in-den-Suchergebnissen-844x377.png\")
<\/figure>Differences from other advertising forms on Amazon<\/h2>
Before we delve deeper into the topic of Amazon Display Ads, we would like to briefly address the other types of advertising on the Amazon marketplaces:<\/p>
Amazon Display Ads vs. Sponsored Products and Sponsored Brands<\/h3>
The biggest difference between Display Ads and Sponsored Products and Brands is the display of the ads. While the latter are keyword-based, Amazon Display Ads are shown based on customer data and interests. More on the topic of (re)targeting<\/a> later.<\/p>
Another major difference is that Sponsored Products and Brands can only be viewed on the marketplace itself, whether in the search results or on the product pages. In contrast, Amazon Display Ads are also displayed on third-party sites, which significantly increases their reach.<\/p>
Amazon Sponsored Display Ads vs DSP<\/h3>
The distinction from Sponsored Products and Brands is clear. But do Amazon DSP campaigns<\/a> not also offer targeting and display on external sites?<\/p>
In our expert interview on Amazon trends for the coming years<\/a>, Ronny Marx nicely described Sponsored Display Ads as “DSP-light.” That hits the nail on the head. Because in the end, Display Ads offer similar features to DSP, but in a streamlined form.<\/p>
Especially in terms of costs, these two advertising formats differ significantly. While you can start Amazon Display Ads with a small budget, you should allocate at least \u20ac20,000 for DSP.<\/p>
Other differences include the billing of costs, which are calculated per click for Display Ads and per impression for DSP, as well as the option for managed service by Amazon employees, which is only available for DSP.<\/p>
Who can use Amazon Sponsored Display Ads?<\/h2>
Professional sellers whose brand is registered in the Amazon Brand Registry can use this type of advertising. In addition, merchants and agencies whose clients sell products on Amazon can use Amazon Sponsored Display. They are available on the following marketplaces<\/a> (as of December 2021)<\/em>:<\/p>
- North America: Canada, Mexico, and USA<\/li>
- South America: Brazil<\/li>
- Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom<\/li>
- Middle East: United Arab Emirates<\/li>
- Asia-Pacific: Australia, India, Japan<\/li><\/ul><\/div>
The beta version also allows professional brands to showcase their apps, series, or movies on Fire TV.<\/p>
How do you reach the right customers \u2013 Targeting<\/h2>
The greatest strengths of Amazon Sponsored Display are likely retargeting and general targeting. The ads are displayed to the target audience based on customer interests and behaviors. This significantly increases the chances that interested parties convert to buyers, especially compared to purely keyword-based ads.<\/p>
Advertisers can target Display Ads on Amazon to the audience or the product. Let’s take a closer look at this as well:<\/p>
Targeting with Amazon Sponsored Display: Amazon Audiences<\/h3>
One option for targeting is the so-called Amazon Audiences. Your ads are displayed both on the marketplace itself and on third-party sites. They are then shown to specific target groups. You can select these target groups, or audiences, yourself. Demographic data and purchase signals, among other things, help you with this.<\/p>
Amazon Sponsored Display Ads: Views Remarketing<\/h3>
Here, your ads are displayed to customers who have viewed your product in the last 30 days but have not yet purchased it. Since these ads are displayed both on Amazon and outside of it, you can reach shoppers who have shown initial interest in your products at later stages of the customer journey.<\/p>
Targeting on Amazon with Product Display Ads<\/h3>
In the so-called product targeting, your ads are directed at specific products or categories. They are then displayed to customers on the corresponding product pages. Due to the prominent placement directly under the bullet points or just below the Buy Box, your ads are likely to catch the eye of interested parties.<\/p>
What do Amazon Display Ads cost?<\/h2>
As with almost all advertising formats on the online marketplace, the costs for Amazon Sponsored Display Ads are calculated per click. This principle is also known as PPC, or Pay Per Click. You only pay when potential customers click on your ad.<\/p>
The final costs are calculated based on the principle of the second-price auction. This means that all sellers submit the bid they are willing to pay at most. In the example graphic below, these are the bids of \u20ac1.50, \u20ac2.00, and \u20ac3.00. The highest bid, in this case bid 3, wins. However, only the value of the second-highest bid plus \u20ac0.01 needs to be paid. In our example, that would be \u20ac2.01.<\/p>
![\"Amazon](\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2021\/12\/23140827\/Amazon-Display-Zweitpreisauktion-Beispiel.png\")
<\/figure>How much you actually have to pay per click now depends on the bids of your competitors. You can control your spending by setting a daily budget.<\/p>
Are Amazon Sponsored Display Ads worth it?<\/h2>
Now that we know what the ads look like and what they cost, the question arises whether it is worth it. After all, such an ad requires not only the necessary budget but also the time to set it up and monitor it. So let’s take a look at the advantages and disadvantages:<\/p>
The advantages are:<\/h3>
- Customers can be targeted both on the marketplace and on third-party sites. This offers a significant advantage over ads that are displayed exclusively on the marketplace.<\/li>
- Through effective retargeting, you reach potential customers multiple times, thereby increasing the likelihood that they will convert.<\/li>
- The online giant provides you with various marketing statistics to measure the success of your Amazon Sponsored Display Campaign. For example, you can measure how successful your CTAs (Call-To-Actions) are based on impressions and conversion rates.<\/li>
- With CPC, you only pay for customers who actually click on your ad.<\/li>
- Amazon Display Ads are flexible. You can test different texts and visual elements and also make adjustments during an ongoing campaign.<\/li>
- You can promote your products even if you do not have the Buy Box.<\/li><\/ul><\/div>
Amazon and Pinterest<\/span><\/strong><\/p>
Since spring 2023, Amazon and the social media platform Pinterest have been cooperating. Users of the service see Amazon Ads on Pinterest that link directly to Amazon. This is good news for marketplace sellers, as it significantly expands the cosmos in which ads are displayed. Additionally, this is likely to open up new customer groups that may have previously purchased more on other platforms like Etsy. New target groups will consequently lead to more growth, both for Amazon itself and for third-party sellers on the marketplace. However, the extent of the cooperation is still not entirely clear. It is most likely that Amazon Sponsored Display Ads will be expanded to include the option to display them on Pinterest. The partnership is expected to be rolled out throughout 2023. (As of May 2023)<\/span><\/p><\/blockquote>
The disadvantages are:<\/h3>
- It is not always clear when and where your ads will be displayed. This is determined \u2013 as is often the case \u2013 by the algorithm.<\/li>
- Like any marketing tool, it may take some time with Amazon Sponsored Display Ads to get the hang of it and to fully understand what works best for your target audience and your products, and what does not.<\/li><\/ul><\/div>
How to set up Amazon Display Ads \u2013 Step by Step Guide for Your Campaign<\/h2>
Activate Amazon Display through the Advertising Platform or through Seller Central. To do this, follow these steps:<\/p>
- If you start in Seller Central, click on Advertising > Campaign Manager.
<\/em> If you start at advertising.amazon.com<\/a>, click on Products.<\/em><\/li>- Select Sponsored Ad<\/em> or Sponsored Display<\/em> as the campaign type.<\/li>
- Set the settings for your ad. To do this, assign a campaign name, set a date range, and define a daily budget. It is advisable to start with a lower daily budget and increase it later if necessary. You can also now define the targeting options.<\/li>
- Define which of your products should be advertised. Even though only one product is shown per ad, you can choose different ones at this point. Then leave it to the algorithm to decide which product will be displayed when and to whom. When making your selection, it is advisable to choose products that have already performed well with other ad types or those that sell particularly well.<\/li>
- Place a bid for your ads. Amazon automatically suggests a bid, but you can adjust it as needed. Choose the price you are willing to pay at most, as described in the section on costs.<\/li>
- Design your ads. Amazon initially creates the ads automatically using the details from your product page. Therefore, it should be of high quality for this reason, among others. However, you can also customize various graphic elements, texts, and different CTAs.<\/li><\/ol><\/div>
A few tips for your campaign to conclude:<\/h2>
#1 Use Amazon Display Ads to capture customers of your competitors<\/h3>
That the competition on Amazon is fierce is probably no longer a secret. It takes tough measures to succeed. In addition to the perfect price<\/a> and top metrics<\/a>, Amazon Display Ads are also suitable.<\/p>
How? By targeting your ads directly at the products of your competitors. Your ads will then be displayed directly on the product detail pages of the competition, thanks to product targeting.<\/p>
#2 Use Amazon Display Ads to fend off the competition<\/h3>
The same applies in reverse, of course. Your competitors are also targeting your customers. To prevent competing offers from being displayed on your own pages, you can preempt this by running ads for other products from your range on those product pages.<\/p>
This way, you not only block advertising space for your competitors but can also engage in up-selling or cross-selling.<\/p>
#3 Use Amazon Display Ads for upselling<\/h3>
Do you sell coffee machines in different versions? Then simply promote the better model on the page of the cheaper variant. Perhaps the potential customer does not yet know that the self-cleaning function is an add-on that he\/she definitely needs.<\/p>
#4 Use Amazon Display Ads for Cross-Selling<\/h3>
Placing complementary products, such as phone cases or shoe care products, in close proximity to the main product (phone, shoes) naturally offers high potential. After all, it gives shoppers the impression that they also need this product, and on the other hand, you can assume that your potential customers, in a shopping frenzy, will simply add the complementary product as well. Especially if it’s a bargain that is hard to resist.<\/p>
Conclusion<\/h2>
Amazon Sponsored Display Ads are a great way to promote your own products and gain significant competitive advantages.<\/p>
However, this is only the case if your product pages are also optimized, but this applies to any type of advertising on Amazon!<\/p>
It is important in any case that you approach the matter with a plan and do not promote or submit bids for products aimlessly. Instead, develop a strategy in which you evaluate what you want to achieve with your Amazon Display Ads (poaching customers from competitors, protecting your own product pages, cross-\/upselling,…) and what budget you want to allocate for it. Then nothing will stand in the way of your success with Sponsored Display Ads on Amazon. Good luck!<\/p>
FAQs<\/h2>
What are Amazon Display Ads?<\/strong>Amazon Display Ads are a form of Amazon Advertising. Unlike Sponsored Brands and Products, they operate based on targeting rather than keywords. This allows them to reach a more precisely defined target audience based on demographic data and customer behavior.<\/p> <\/div>
Where are Amazon Display Ads shown?<\/strong>Targeting, these ads are displayed in the search results or directly on the product detail pages.<\/p> <\/div>
How do Amazon Display Ads work?<\/strong>Amazon Display Ads are shown to customers for whom the algorithm assumes, based on demographic data and purchasing behavior, that the product matches their interests. Additionally, advertisers can use display ads for retargeting and reach their customers outside of the marketplace.<\/p> <\/div><\/div>
Image credits in the order of the images: \u00a9 bakhtiarzein<\/span> \u2013 stock.adobe.com \/ <\/span><\/p>","protected":false},"excerpt":{"rendered":"
Advertising campaigns are nothing new in the Amazon universe; Sponsored Display Ads are just one of the newer developments. We probably don’t need to explain why you should use Amazon Advertising at this point. But what is it about Display Ads? We want to clarify that in this blog article. Let’s start with the basics.<\/p>\n","protected":false},"author":5,"featured_media":15877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[70],"tags":[],"class_list":["post-84358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertise-with-amazon"],"yoast_head":"\n
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- If you start in Seller Central, click on Advertising > Campaign Manager.