The 2020 Guide to Amazon Sponsored Display Ads

Amazon is the largest online marketplace in the world. As an advertiser using one of Amazon’s many advertising solutions, you have the flexibility of choosing who your audience will be. 

You’ve heard of Sponsored Product ads, which are known for using keyword targeting. Allow us to introduce you to Sponsored Display ads, which use consumer shopping habits to target your products to the right audience. 

Are you looking for a way to boost sales? Increase brand awareness? Target your top competitors’ products? Amazon Display ads can help you meet all three of these goals and more—as long as you know how they work and how best to use them. 

What Are the Benefits of Amazon Sponsored Display Ads?

Amazon Display ads have changed the game. Targeting based on consumer interests means that your Amazon Display ads will be shown to people who have previously viewed your product, have viewed products just like it, or have browsed relevant categories. This narrows your audience down to people who are likely to purchase your product—and excludes people who aren’t, such as those who’ve recently made a similar purchase. 

Amazon Display ads are the perfect solution if your marketing campaign hopes to increase brand awareness and streamline traffic toward your page. The other two types of Amazon ad campaigns—Sponsored Brand and Sponsored Product—rely on keyword bidding that places ads on the search engine results page (SERP). On the other hand, Amazon Display ads can be placed anywhere on Amazon—and off of Amazon.

Where Do You Find Amazon Sponsored Display Ads?

That’s right—Amazon Display ads can be found on sites other than Any company that Amazon owns or that has a partnership with Amazon can run your Amazon Display ad. Brand safety tools are used to make sure your ads are placed next to content that’s relevant to your product. 

Amazon Display ads can also occupy coveted territory on Amazon itself. In particular, your ad can be featured under competitors’ listings, driving sales away from your top competitors.   

Where else can you find Amazon Display ads on Amazon? They can be spotted on product detail pages, customer review pages, and at the top of offer listing pages. Based on your choice of targeting, your Amazon Display ads can run on both desktop and mobile. 

How to Create Sponsored Display Ads on Amazon

Creating Amazon Display ads can take as little as a few minutes. Head over to Amazon Seller Central and click “Create Campaign.” Select Sponsored Display as the type of campaign you want to create. 

After choosing which products you want to advertise, choose a campaign name that you can easily recognize (keep in mind that you can’t change this once you submit the campaign). As for the duration of your campaign, Amazon recommends running for at least a month to get as much as you can out of the results.  

You’ll be prompted to choose from a pay-per-click or two pay-per-impression options. Once you’ve decided on one of these, your Amazon Display ad is ready to go. 

Pay-Per-Click vs. Pay-Per-Impression

Pay-per-click redirects potential shoppers on and off Amazon to your product detail page, but it can also display similar items that aren’t yours. So while you get maximum exposure for your product, consumers will also be exposed to similar products they haven’t previously browsed for. 

Pay-per-impression is the advertising model used by Google and Facebook, where users aren’t expecting these ads and tend to click on them much less often. There are two options under pay-per-impression: “Searches” will show your ad to consumers who have searched for relevant keywords while “Purchases” will target consumers who have previously purchased your sponsored product. 

DSP vs. Amazon Sponsored Display Ads

While retargeting is already available through Amazon’s Demand-side Platform (DSP), Display ads require much less setup and will also appear to people who have never seen your product before.

DSP is a great option if you want to create your own media—with Display ads, Amazon uses product information (title, image, review) to generate an ad that’ll be shown across their network. While DSP offers more customization and control over audience targeting, it also requires a minimum monthly spend, unlike Display ads. 

How Do Amazon Sponsored Display Ads Fit Into Your Overall Marketing Strategy?

Amazon Display ads are useful for redirecting online shoppers, whether on or off Amazon, who have shown interest in products similar to yours or have viewed your product in the past but haven’t yet made a purchase. 

Sponsored Display Cost and Targeting 

Your Amazon Display ads are targeted in one of two ways: audience targeting or product targeting. The decision is yours, so let’s go over what each of them involves.

Audience targeting means Amazon will show your ads to shoppers who have clicked on your product detail pages or the detail pages of similar products in the past month. Not only are these shoppers more likely to be interested in purchasing with you, but shoppers who have recently purchased similar products will be excluded. Audience targeting allows you to re-engage shoppers through Amazon’s extensive third-party network and to run your ads across desktop, mobile web, and mobile app versions of Amazon—introducing your product to the largest audience possible. 

The second targeting option, product targeting, gives you the opportunity to target your own related products, competitors’ related products, or relevant product categories. Product targeting increases the visibility of your product while allowing for detailed reporting that will better inform the optimization of your ad campaign. 

Sponsored Display Best Practices 

We’ve gathered a couple of tips to help you maximize the return on your Amazon Display ads.

Improve Your Approach to Amazon Sponsored Display Ads

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