Sponsored Display Ads: 5 Effortless Steps To Create Them

June 9, 2023

Sponsored Display is a powerful Amazon tool that can level up your ad campaigns. Below, Merch Jar explores five steps to make creating sponsored display ads easy and effortless to promote your Amazon business. Let’s jump in!

What Is a Sponsored Display?

Sponsored Display is a do-it-yourself advertising campaign that helps you grow your Amazon business by targeting potential customers on and off the e-commerce platform. 

With Sponsored Display ads, you can chase the following audience to increase impressions and product sales:

  • People who purchased products in a category related to your product or that is the same as yours
  • Customers who are viewing duplicate product listings as yours
  • Individuals who are looking at product categories where your product belongs or has the same features as your product
  • Customers who previously purchased your products
  • People who previously viewed your products

Where Do Sponsored Display Ads Appear?

Once your Sponsored Display ad campaign is up and running, your ads can appear in several places, as shown below:

  • Amazon home page
  • Search results pages
  • Product detail pages
  • Amazon network or third-party apps and websites

However, note that these ads are retail aware, meaning customers can only see them when your products are in stock. They’ll automatically stop if you run out of stock. Also, you buy Sponsored Ads on a cost-per-click (CPC) or cost-per-1,000 viewable impression (vCPM) basis.

Sponsored Display Ad Examples 

To shed more light on these ads, see two examples below that show how Sponsored Display ads show up. Both ads appear on the product list page at the bottom right-hand corner. They’re related to the products that a customer previously bought or viewed. 


Sponsored Display Ads


Wondering how you can leverage Amazon ads to up your game and rock your sales? Merch Jar is advertising software that lets you manage and automate your ad campaigns, so you can focus on growing your Amazon business. See how it works.

Amazon Sponsored Products Example

Amazon Sponsored Brands Example

Sponsored Display Example


How To Create Sponsored Display Ads on Amazon

The following steps will enable you to create a flawless advertising campaign using Sponsored Display Ads. Let’s explore them below. 

Step 1: Determine your goals and create a campaign

Before you roll out your ad campaign, decide what you want to achieve with your ads. For example, you may zero in on the following:

  • Building customer loyalty
  • Improving brand awareness
  • Growing sales

If you have an advertising account, sign in and click on “Create Campaign.” Sponsored Display ads will show up as one of three advertising options. 

Seller Central - Create campaign
Seller Central - Sponsored Display Beta

Hit continue, and the page will take you to another page with several sections that you must complete to let you run your campaign.

Step 2:  Choose your campaign settings

1. Campaign name

Your ad campaign must have a name, so you can easily identify and remember it when you want to assess its performance. A simple name that contains information on the advertised products (ASINs) and targeting strategy is good enough. 

For instance, a campaign name for an ad targeting customers who previously viewed a men's leather jacket might be: "Sponsored Display | Views remarketing | Men's leather jacket | ASIN B07P8GX4KM".

2. Start and end dates

Because it takes between 7 and 14 days to know if product sales were a result of clicks or ad views, you should let your campaign run for a couple of weeks. It allows you to accurately evaluate your results. For these reasons, we recommend a campaign with no end date to avoid any sudden stoppages. 

However, you have the option to pause or re-run your ad campaign at any time. Or you can set a calendar reminder to assess it.

3. Budget

How much are you willing to spend on your ad? Select a daily budget that lets you change it at any time. The daily budget is what you want to spend per calendar month. For instance, you may set your budget to hover between $40 and $60. In fact, this is the minimum that Amazon recommends you set aside for your ads. 

But note that your ads stop running when your campaign is out of budget for the day. They only continue at midnight when your budget is reset.

4. Create an Ad Group

The beauty of Sponsored Display is that you can use ad groups to monitor your performance within the campaign. You can organize and manage only one ad group per campaign. An ad group has products that have similar bids and target audiences (products or audiences). 

Describe your ad campaign meaningfully by giving it a name based on the advertised item For instance, if you’re selling a new dress, you might use a headline like, “It’s Time to Update Your Look! Shop This Season’s Hottest Dress Now.

Step 3: Select A Targeting Mode

For this step, Amazon enables you to choose your targeting tactic. This means you can decide the type of shoppers and products you want your ads to target. You have the following two options:

  • Product Targeting: It lets you manually select similar or complementary products or categories that potential customers are actively looking for. Your ads appear along with customer reviews, shopping results pages, and product list pages.
  • Audiences – Views remarketing: Use this method to reach shoppers who have visited your product details pages or similar categories or products. It makes it possible to re-engage these customers to encourage them to purchase your products. They have got a look-back window of 30 days, meaning you can correctly evaluate if a click or ad view resulted in sales after this time.
  • Audiences – Interests (vendors only): This approach is perfect for raising brand awareness and recognition. You can reach people who are interested in products related to your category or who have browsed this segment. The look-back window is 90 days.

Step 4: Customize

This is a straightforward step where you can use your brand logo and other distinctive features to customize your ad creative. Or you can let Amazon do that for you. If you opt for the first one, use an enticing ad headline to grab searchers’ attention and persuade them to click your listing. 

For example, if you are advertising a new shampoo, use a headline such as "Treat Your Hair with Our New Nourishing Shampoo." It can help draw attention and encourage people to click on your ad.

Next, select where you want Amazon to display your ads on the platform. You’ll see an example from Amazon where your ad will show up, as shown below.

Step 5:  Monitor the Performance of Your Amazon Display Ad Campaign

Now that your Amazon Sponsored Display campaign is off the ground, it’s time to crunch the numbers to monitor your performance. Keeping tabs on the key metrics empowers you to optimize your ads to improve your results. 

You can only evaluate your KPIs after two weeks because that’s the time it takes for your campaign data to sync with the Sponsored Display Amazon attribution function. So patience is the name of the game.

Here are examples of vital metrics you can track and scrutinize:

All the above metrics are available in the following Amazon reporting tools:

  • Sponsored Display Advertised Product  
  • Purchase Product 
  • Targeting 
  • Campaign

It’s advisable to review the analytics reports once every two weeks to grasp how your ad is performing, so you can make changes. Alternatively, leverage Amazon Sponsored ads software such as Merch Jar to create a winning ad bidding strategy to reach more customers.

Jumpstart Your Sponsored Display Ads with Merch Jar

Sponsored Display is a great Amazon product that allows you to run specific ad campaigns to reach shoppers who have viewed or previously bought your products or similar products.

Ad software that integrates with your Sponsored Display Seller Central can help you optimize your ads and improve your clicks and conversions.

Want to try out Merch Jar? Our ad software takes the guesswork out of ad campaigns. It tracks performance in real time and automatically optimizes campaigns to get the best results. This helps you save time and money while still ensuring you get the most out of your ad budget. Sign up for free today!