I recently finished Amazon’s Learning Console course - Learning Console Link - about Sponsored Display Advertising. Sponsored Display Advertising is a great advertising tool to retarget previous customers who were viewing your product. Here are some of the main takeaways from Amazon’s Learning Console Sponsored Display Advertising Course.
Sponsored Display is a self-service display advertising solution. Sponsored Display advertising allows businesses to reach and reengage audiences on and off Amazon, across multiple devices. Unlike Sponsored Brands and Sponsored Products that rely on keyword targeting, Sponsored Display advertising uses Amazon's first-party shopping insights to reach audiences at each stage of the shopping journey.
Sponsored Display ads are automatically generated from the product detail page and include information about the including image, price, and star ratings. This gives shoppers the vital information they need to make a more informed buying decision. Depending upon the audience the advertiser chooses to reach, ads can appear on owned and operated (O&O) Amazon properties (such as Amazon's retail site, Amazon’s app, and IMDb), or on third party sites. They will appear on both mobile and desktop.
Sponsored Display uses Amazon's first-party shopping insights to reach audiences at each stage of the shopping journey. Campaigns are optimized through machine learning. Bids automatically adjust based on the likelihood of conversion, while still allowing you to change your bid or pause your campaign. It is available for professional sellers enrolled in the Amazon Brand Registry in the US and for vendors in the US, Canada, India, Italy, UK, France, Germany, Japan, and Spain but is not meant for brand awareness.
Sponsored Display ads are used to retarget customers who have been to the Amazon detail page in the last 30 days, but have not purchased. Advertisers choose a product, a daily budget, and bid price. Sponsored Display is a simplified version of Amazon Demand Side Platform. Though they are similar, there are a few key differences between the two. Here are the key differences that Amazon highlighted.
Sponsored Display Advertising
For advertisers that sell on Amazon
No minimum ad spend
Quick, self-service campaign creation and management
Cost-per-click (CPC)
Campaign setup in Seller Central or the advertising console
Ad types: display ads
Amazon DSP
For advertisers that sell on Amazon and those that don’t (like financial services)
Higher minimum ad spend for managed services
Increased customization for reporting
Cost-per-impression (CPM)
Campaign setup in the Amazon DSP
Ad type: display, mobile, and video ads
Using Sponsored Display Advertising in conjunction with Amazon’s other advertising options seems to be a great way to round out your Amazon advertising efforts. It will allow you to target customers who are towards the end of the funnel and allow you to win back old potential customers. If you are interested in learning more about Sponsored Display Advertising or about Amazon Advertising in general, download our Amazon Advertising White Paper HERE. If you would like to reach out directly, click the contact button below.