We get it: Advertising on Amazon takes a lot of time and manual work to manage for an assortment of products—doing this while trying to keep up with new ad features is nearly impossible.
We've done the heavy lifting for you this time around and summarized what to know about one of Amazon's latest advertising tools: Sponsored Display. (Including some impressive results we’ve seen from them below.) Let's dive right in:
Formerly known as Product Display Ads, Sponsored Display was launched in 2019 to give power to sellers and agencies who wanted to expand their reach using Amazon display advertising that is easy to manage. Sponsored Display Ads allow sellers to engage relevant audiences on or off Amazon who are in the mindset of browsing, discovering, or purchasing products by placing their ad in front of consumers who have previously been on that listing, or a similar product's listing.
Found in the same Advertising Console as Sponsored Products and Sponsored Brands, Sponsored Display is available only to professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
Sponsored Display offers two different types of targeting available to a broad spectrum of audiences and users:
1. Audience Targeting
2. Product Targeting
We know Sponsored Display ads are meant to boost traffic to your product’s detail page. So where are sellers able to place these types of advertisements?
Thankfully there are many options for where to place your Sponsored Display ads. Currently, there are up to 10 different types of placements depending on mobile and desktop use. These placements vary between:
Take a look below at some examples of placements of Sponsored Display ads:
*Ad mockups courtesy of Amazon
First, Sponsored Display advertisements offer less competition which result in lowered cost per click (CPC) compared to other advertising. It also offers more available types of ad placements and a larger scope of audiences to target on/off Amazon. This can result in more people viewing your Sponsored Display advertisements and being driven to your product’s page.
Unfortunately, since the tool is new there are insufficient reporting methods. Instead of being able to export all Sponsored Display data via Bulk Operations, like you’re able to for Sponsored Products and Sponsored Brands, Amazon only provides exportable data for campaigns with “Views” Targeting. All other targeting types listed above are not eligible for this data, which means sellers are not able to make bid optimizations or budget adjustments at large.
After 30 days of running Sponsored Display ads for one of our brand partners, SupplyKick found that the CPC was cheaper, at almost half the CPC of Sponsored Products.
Within that 30-day time period, Sponsored Display Product Targeting also drove almost 2x more revenue per click and was over 3x more efficient with spend over Sponsored Products Product Targeting.
Staying up to date on everything Amazon advertising takes a lot of time and energy. Are you interested in partnering with a dedicated team who can effectively and efficiently grow your Amazon sales, manage Sponsored Display, and much more? Talk to us today.
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