Retarget and Re-engage Shoppers With Amazon Sponsored Display Ads

Retarget and Re-engage Shoppers With Amazon Sponsored Display Ads

Have you ever wondered how sellers get their products advertised below the bullet point descriptions and beneath the “Add to Cart” button? Or how sellers get their Amazon products displayed elsewhere when you’re browsing sites outside of Amazon? Well, the answer is Sponsored Display ads! Read on to learn more about how you can retarget and re-engage with shoppers on and off Amazon using Sponsored Display Ads.

One important thing about Sponsored Display Ads is the main focus is to engage shoppers whose activities on Amazon demonstrate an interest in product categories related or complementary to your promoted product.

Keep in mind that Sponsored Display Ads are not to be confused with related items like “Frequently Bought Together” products. Display Ads on Amazon usually have product reviews and if they are Prime eligible shown in the ads.

What Are The Benefits of Running Sponsored Display Ads?

Here are the two main benefits of running Sponsored Display ads, of which both will increase brand awareness and more importantly contribute to a better return on investment (ROI):

  1. Reach and redirect potential customers both on and off Amazon back to your product details page leading to conversions and sales.
  2. Without extensive resources, you can promote your full product catalog with creatives that are auto-generated and optimized by Amazon for conversions.

Who Can Use Amazon Sponsored Display Ads?

According to Amazon, Sponsored Display advertising is available for: professional sellers enrolled in the Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. There is a lack of customization for the ads hence it is important that you run Sponsored Products or Sponsored Brand ads alongside for a complete Amazon advertising strategy.

Pro Tip: Before you run Amazon Sponsored Products or Brand ads, be sure to utilize ZonGuru’s Keywords of Fire tool to find your best keywords for targeting. Learn more about using the tool in our previous blog post HERE.

Here are the 3 steps to create your very own Sponsored Display ads campaign.

STEP 1 – Choose Your Campaign Type

Navigate to “Campaign Manager” and click on the “Create Campaign” button to choose your advertising campaign type. You will then be prompted to choose your campaign type from the 3 types of campaigns as shown in the image below.

Continue with the Sponsored Display ads so you can re-engage shoppers off Amazon who viewed your products and drive them back to your product listing pages.

STEP 2 – Insert Campaign Details

Similar to when you create sponsored products and brand ads on Amazon, you need to insert a campaign name that is specific and relevant for ease of management. For the dates, you can either create a continuous campaign or one with duration.

As for the daily budget, insert an amount that you are comfortable with. Remember to start small and increase your budget as you go if the campaign is performing well.

Next section in the ad group settings, use a specific and relevant name before proceeding to select the products you want to advertise. For better efficiency, you can search for your product using ASIN or SKU numbers instead of product names.

Note that some products might be ineligible for the sponsored display ads as we all know that Amazon is quite strict when it comes to advertising products. For instance, fat burner supplements are ineligible for sponsored display ads. Learn more about prohibited products on Amazon HERE.

Sponsored Display ads are purchased on a cost-per-click (CPC) basis so once you have chosen your product to use for the ads, you then need to set your CPC bid. Similar to your daily budget, start small and increase as you go if the ads are performing well.

As mentioned above, you don’t need to insert any keywords to your campaign as Sponsored Display ads use browsing and buying signals to automatically reach audiences who may be interested in your promoted product.

STEP 3 – Check Ads Performance

When running any type of advertising campaign, you need to always ensure that your ad campaign is performing well and moving towards your goals. Make sure you check your ad performance on a weekly or fortnightly basis and if it is not performing well, hit the reset button and start over again.

Final Thoughts

Amazon Sponsored Display advertising is a powerful marketing tool and is best used in conjunction with other Amazon advertising campaigns to maximize your retargeting effort. One downside of Sponsored Display ads is that shoppers will only click on your ads if you have an attractive image and your product price and reviews are competitive.

Another important thing to keep in mind when running Sponsored Display ads is that your Advertising Cost of Sales (ACoS) will generally be higher than your account average since the ads target shoppers browsing off Amazon as well as those who are shopping on site.

Fellow gurus, best of success in creating your Amazon Sponsored Display ads campaign. Don’t hesitate to drop us a message or email should you have any questions!

Eugene Cheng

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