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Introduction
Sponsored Display ads are a type of display advertising on Amazon that allows advertisers to target specific audiences with visual ads. These ads can appear on Amazon's website, app, and third-party sites within Amazon's network. They're designed to help brands increase visibility and drive sales by reaching customers at various stages of their buying journey.
These ads are available to sellers and vendors enrolled in the Amazon Brand Registry. (Learn more about Amazon's policy here).
Retail-Aware Advertising
Sponsored Display ads are "retail aware," meaning they only appear when your products are in stock and are the "Featured Offer." If your products are out of stock or no longer the "Featured Offer," the ads will automatically stop serving.
Placement of Sponsored Display Ads
On Amazon, Sponsored Display ads are prominently featured across various sections:
Product Detail Pages (PDP): Below the Buy Box, within the product description section, and in the related products carousel.
Search Results Pages: At the bottom or on the right-hand side.
Customer Reviews Sections: Near reviews, capturing shopper attention effectively.
These strategic placements ensure that your ads reach potential customers at key points in their shopping journey.
Benefits of Using Sponsored Display Ads
Can boost exposure for any new product listings.
Can bring more traffic to your product detail pages (it's the best way to appear above the fold).
Allows you to competitor conquest by placing your products under your competitors' listings.
Reach a broader audience and increase brand awareness.
Takes advantage of the keyword and ASIN targets that have been harvested from Sponsored Products campaigns and utilizes this data in Sponsored Display campaigns
Targeting Types - Segments Breakdown
Perpetua's Sponsored Display feature can be broken down into 2 types: Contextual Targeting (CT) and Audiences Targeting (aka. Remarketing).
Within each targeting type, we offer pre-made strategies called "Segments" to help you input your objectives. Below is our SD structure breakdown.
Contextual Targeting segments
Competitor Product Targeting: Capture traffic from competitor product pages.
Brand Defense Product Targeting: Appear on your own pages to cross-sell, upsell, and dominate your own search space to protect your brand against competitors.
Custom ASINs Product Targeting: Target a customized group of products of your choice.
Audience Targeting segments
Advertised Products Views Remarketing: Target shoppers who viewed products in this goal [over the past 30 days] but did not purchase them.
Similar Products Views Remarketing: Target shoppers who viewed products similar to products in this goal [over the past 30 days] and did not purchase them.
Custom Views Remarketing: Target shoppers who viewed specific categories, brands and/or product features but didn't purchase.
Goal-Creation Guide
1️⃣ Go to the "Sponsored Display" tab from the left panel of your Perpetua account (1). Scroll down the dashboard to view the "New Goal" purple button (2) and click on it to initiate the goal-launch workflow.
2️⃣ Enter the name of the goal on the "Goal's Name" field (1) and select the product/s you wish to advertise with this goal (2). You can bulk add ASIN using the "+" icon (3), and bulk remove by clicking on the "Bulk Remove" button (4).
3️⃣ Time to select your segments. Scroll down the dashboard and click the "New Segment" purple button to access the segment creation flow.
4️⃣ Select a segment from the list on the left (1). Each segment created will create one campaign on Amazon. Your goal can have 1 of each Base Segment and multiple Custom Segments. You can view the badge under each segment on the list (2).
5️⃣ Base and Custom segments will have a slightly different creation flow:
Base Segments: Enter your Target ACoS and Daily Budget amount (1) and click "Create Segment" (2).
Custom Segments: In addition to setting Target ACOS and Daily Budget, custom segments offer a more detailed way to configure your advertising. For example, "Custom ASIN Product Targeting" allows you to specify the ASIN targets you want to bid on.
The "Custom Views Remarketing Targets" allows you to define a specific audience. Click on the "Add" purple button to select them from the proposed list.
Additionally, you can name both segments according to your preferences.
🚨Note🚨
The minimum Daily Budget is $5 per segment.
6️⃣ Click on the "Launch Goal" purple button to launch the goal.
7️⃣ Now you have launched a new SD goal which can be viewed in your SD goals list. If you wish to add another segment within this goal, access the deep-dive goal dashboard click on the "Add Segment" option, and repeat the segment creation flow explained in steps above (4️⃣ and 5️⃣).
Other Related Articles
Find out more about Sponsored Display advertisements and Sponsored Display goals in Perpetua from the Help Centre articles attached below:
If you have any questions, please reach your Data Strategist or contact us through our Live Chat Support and we'll be happy to assist.
Article last updated August 2024. If you find this information to be out of date, please contact hello@perpetua.io.