Features
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!
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:
Once your Sponsored Display ad campaign is up and running, your ads can appear in several places, as shown below:
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.
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.
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
The following steps will enable you to create a flawless advertising campaign using Sponsored Display Ads. Let’s explore them below.
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:
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.
Hit continue, and the page will take you to another page with several sections that you must complete to let you run your campaign.
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".
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.
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.
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.”
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:
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.
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:
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.
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!
