Amazon Digital Display Advertising For Sellers

  • #Scale Insights Team

Amazon Digital Display Advertising encompasses a range of online advertising options, including Sponsored Display ads, banners, overlays, and videos. These advertisements can appear on Amazon's website or across the extensive Amazon Display Network. 

The primary tools for managing these ads include Amazon Sponsored Display ads, Amazon DSP (demand-side platform), and various other components of Amazon advertising.

Maximizing The Power Of Amazon Digital Display Advertising

Amazon display ads offer sellers unprecedented access to large and diverse markets. By using Amazon's detailed analytics and targeting options, sellers can create highly customized and targeted display advertising campaigns that reach relevant audiences accurately.

Amazon provides all the tools for a robust advertising strategy, from Sponsored Products to interactive videos.


Types Of Digital Display Advertising

Banners, Overlays, And Videos

From static banners to engaging videos, Amazon offers various ad formats, including:

  1. Sponsored Display Ads: These are dynamic and appear on product detail pages, targeting customers interested in similar products.

  2. Banners: Traditional static images that can drive brand recognition.

  3. Overlays: Interactive advertisements that can engage the audience more effectively.

  4. Videos: Rich media content that tells a story and highlights the product's features.

How Display Advertising Complements Other Amazon Marketing Strategies

Amazon Digital Display Advertising isn't an isolated strategy but a component of a more extensive marketing ecosystem. Sponsored Display ads can complement Sponsored Products and other marketing tactics to create a holistic approach.

By blending these strategies, sellers can create a continuous marketing loop, ensuring the customers are consistently engaged.

Advantages Of Amazon Digital Display Advertising

Increased Brand Visibility And Awareness

Amazon Digital Display Advertising puts your brand in front of millions of potential customers. Sponsored Display ads, in particular, effectively create a strong visual identity for your brand. This consistent visibility leads to enhanced recognition and awareness.

Leveraging Amazon's Vast Customer Base

With over 300 million active customers, Amazon offers an unparalleled platform for display advertising. Amazon Sponsored Display ads allow you to tap into this vast customer base, presenting your products and brand ads to a global audience inclined to shop online.

Targeting Your Audience For Maximum Impact

One of the standout features of Amazon Digital Display Advertising is its targeted advertising capabilities. Sellers can pinpoint their ideal customers through customized display ads.

Demographic Targeting: Using your customer's age, gender, and location to see trends in sales can be a great start. Utilize Amazon's targeting tools to reach specific demographic groups with your Amazon display ads or sponsored products.

Behavior-Based Targeting: By monitoring interests and shopping habits, you can create a user persona for your target audience. Focus on Amazon sponsored display ads that cater to specific interests and shopping patterns.

Remarketing Strategies For Reaching Interested Customers

Amazon DSP is a programmatic advertising platform that allows sellers to programmatically buy display and video ad placements across Amazon and its partner sites.

Utilizing Amazon DSP provides access to valuable audience insights and targeting capabilities, allowing you to reach potential customers on and off Amazon.

Here's how to get started with Amazon DSP:

  1. Determine your campaign goals and objectives, whether brand awareness, consideration, or sales.

  2. Define your target audience based on chosen criteria, such as interests, behaviors, demographics, and shopping patterns.

  3. Set your budget and bidding strategy to control ad spending and optimize performance.

  4. Create engaging display ads that resonate with your target audience.

Create Custom Audiences: Target relevant audiences who have interacted with your product ads or brand.

Craft Tailored Messages: Design Amazon display ads and sponsored display ads that specifically speak to returning or interested customers.

Your First Steps Amazon Digital Display Advertising

Amazon display advertising is a vital tool that helps drive awareness, influence consideration, and inspire action. It offers a variety of ad placements with multiple format options and locations such as  the homepage, product detail pages, or on third-party websites.

This makes it possible to target customers at every point of their buying journey. Below is a guide on how you can capitalize on it:

Setting Up An Amazon Advertising Account

To begin with Amazon display ads, you'll need to set up an Amazon Advertising account. Here's how:

  1. Sign in to Amazon Seller Central: Log in to your account and navigate to the advertising tab.

  2. Choose Your Advertising Solution: You will be given choices such as products, sponsored brands, or sponsored display. For display ads, choose sponsored display.

  3. Fill in Your Details: Add all necessary information, including billing details.

  4. Accept Amazon's Advertising Terms: Read and accept the terms to start your journey into Amazon sponsored display ads.

Getting Started With Amazon DSP

Amazon DSP is available for sellers that have products on Amazon and those who do not. It offers self-service and managed-service options, depending on how hands-on the seller is and their experience level running ads. However, one will need to commit if they opt for managed-service as it has a minimum required spend of 50,000 USD.

Amazon DSP offers display ads and video ads that are separate from Seller Central’s sponsored display. 

Understanding Budget And Bidding Strategies

Amazon advertising allows you to control your budget and bids effectively. Here's what you need to know:

  1. Set Your Daily Budget: Define your daily amount on Amazon display ads.

  2. Choose a Bidding Strategy: You can select manual or automated bids. Sponsored display ads might require different strategies, depending on your objectives.

  3. Monitor and Adjust: Monitor your campaigns and adjust for optimal performance.

Choosing The Right Campaign Objectives

Aligning your Amazon display ads with your marketing goals is crucial. Here's how you can select the right objectives:

Brand Awareness: Utilize display advertising to increase visibility among relevant audiences.

Lead Generation: Use Amazon Sponsored Display ads to attract potential customers.

Sales Promotion: Highlight Sponsored Products to drive conversions.

How To Create Effective Display Ads On Amazon

Captivating Images And Copy

Use High-Quality Images: Your Amazon display ads must contain crisp, clear images representing your products or services. Don't be afraid to invest in a professional photo shoot if it comes to that!

Craft A Compelling Copy: Combine persuasive language with clear messaging that aligns with your other Sponsored Brands and Products. You should always be aware of the language that your intended audience speaks. The voice of your ads should "speak" to your audience in a way that they can understand and relate to.

Include a Clear Call to Action: Direct your relevant audiences to take a specific action. You should also use certain strategies such as creating a sense of urgency, using action-oriented verbs, and proper positioning.

Adherence To Amazon's Creative Guidelines

Follow Amazon's Specifications: Ensure that your Amazon Sponsored Display ads comply with Amazon's image and text guidelines.

Avoid Prohibited Content: Display ad content must not contain anything that violates Amazon's advertising policies.

A/B Testing For Optimal Performance

Create Variations: Design different versions of your Amazon display ads.

Monitor Performance: Evaluate each version's performance and see if it does reach audiences it was intended for.

Optimize Accordingly: Make necessary adjustments based on the A/B testing results.

Measuring Success And Analyzing Metrics From Amazon Digital Display Advertising

Key Performance Indicators (KPIs) To Track

When running Amazon Digital Display Advertising campaigns, tracking key performance indicators (KPIs) is crucial for evaluating their effectiveness and optimizing your strategies. Here are some essential KPIs to monitor:

  1. Impressions: The number of times your display ads are shown to Amazon shoppers.

  2. Click-Through Rate (CTR): The percentage of ad impressions that resulted in clicks, indicating ad relevance and attractiveness to the audience.

  3. Conversion Rate: The proportion of ad clicks that led to a desired action, such as a purchase or sign-up.

  4. Return on Advertising Spend (ROAS): The revenue generated for every dollar spent on advertising helps you assess the campaign's profitability.

  5. Cost-Per-Click (CPC): The average cost incurred when a shopper clicks on your ad.

  6. Attributed Sales: The total sales attributed to your display advertising efforts.

Amazon's Advertising Reports And Analytics

Amazon provides sellers with valuable reports and analytics to gauge the performance of their display advertising campaigns. Leveraging these tools will help you gain insights and make data-driven decisions. Some of the essential reports include:

  1. Campaign Performance Report: Provides a comprehensive overview of each campaign's performance, including impressions, clicks, spending, and sales.

  2. Placement Report: This shows the performance of your ads across different placements on Amazon, helping you optimize your ad placements.

  3. Audience Report: Offers valuable data on the performance of your ads among different audience segments, assisting in refining targeting.

  4. Search Term Report: This helps you identify which search terms triggered your ads, enabling you to optimize keyword targeting. 

Scale Insights is a powerful platform that offers businesses to analyze, automate and scale Amazon PPC campaigns with confidence. Offering AI-driven automation, custom ad reports, and powerful analytics. With Scale Insights, you can gain more insights into your business and make better data-driven decisions.

Common Mistakes To Avoid In Amazon Digital Display Advertising

Overlooking Mobile Optimization

With a significant portion of Amazon's traffic coming from mobile devices, failing to optimize your display ads for mobile can lead to missed opportunities. Ensure your ad creatives and landing pages are mobile-friendly for a seamless user experience.

Ignoring Creative Refreshment

Display ad fatigue is a real concern. Regularly refresh your creatives and ad copy to keep them engaging and relevant to reach audiences. You can also try to create a new product image to go with your new ad copies.

Failing To Monitor And Adjust Campaigns

Set aside time for regular monitoring and analysis of your display advertising campaigns. Identify underperforming ads and placements, and make adjustments.

By avoiding these common mistakes and utilizing Amazon's advertising tools and reports, sellers can create successful Amazon Digital Display Advertising campaigns that reach the right audiences and drive sales.

With continuous optimization and learning, you can make the most of display advertising to boost your Amazon business.

With Scale Insightsdynamic, rule-based Amazon PPC software, you gain valuable insights to your campaign metrics and analytics. This way, you have unparalleled control on every detail, and the necessary knowledge on where best to adjust your ad campaigns.

Scaling Up Your Display Advertising Efforts

Once you've gained some experience and success with your initial display advertising campaigns, it's time to scale up your efforts to reach more potential buyers.

Integrating Display Advertising With Larger Marketing Strategies

While display advertising can be a potent tool, it becomes even more impactful when integrated with larger marketing strategies.

As a seller on Amazon, consider the following approaches to maximize the effectiveness of your product display ads and advertising campaigns:

  1. Cross-Promotion: Coordinate your display ads with Sponsored Products and other formats to create a cohesive marketing message. Align your campaigns to reinforce your brand's presence and create a consistent customer shopping experience.

  2. Content Marketing: Leverage informative and engaging content, such as blog posts, videos, and infographics, to draw potential customers to your Amazon product pages. Display ads can then retarget those engaged with your content, increasing the chances of conversion.

  3. Social Media Advertising: Use your social media channels to promote your Amazon products and link to your display ads. This cross-channel approach can increase brand visibility and capture the attention of a wider audience.

  4. Influencer Marketing: You can choose to partner with influencers that are popular with your target audience to showcase your products through sponsored content and ads. This collaborative effort can boost credibility and attract new customers to your Amazon listings.

Conclusion On Amazon Digital Display Ads

As a beginner seller on Amazon,Amazon digital advertising is crucial to succeed in the competitive marketplace. Sponsored Display Ads, Amazon DSP, and integrated marketing strategies can significantly enhance your brand visibility, drive sales, and capture the attention of relevant audiences.

Remember to continuously learn and adapt your strategies to achieve long-term success in your Amazon display advertising endeavors.

With Scale Insights AI driven tools, you can analyze, automate and scale your Amazon PPC campaigns with confidence. Leave your competitors behind with our 30-day free trial no credit card required! Contact us today!

Frequently Asked Questions About Amazon Digital Display Ads

What Is The Minimum Budget Required For Amazon Digital Display Advertising? 

The minimum budget can vary, but you can start with as little as $1 per day for some ad formats.

Are Amazon DSP Campaigns Only For Large Sellers? 

Amazon DSP is accessible to both large and small sellers, providing valuable audience-targeting capabilities.

Are Sponsored Display Ads Available To Sellers In All Amazon Marketplaces? 

Sponsored Display Ads are available in select Amazon marketplaces, but the availability may vary.

Is Amazon display advertising suitable for small businesses?

Amazon display advertising can be beneficial for businesses of all sizes. Smaller businesses can use it to increase brand visibility and reach their target audience effectively.

What is retargeting in Amazon display advertising?

Retargeting, also known as remarketing, involves showing ads to users who have previously interacted with your products or website. Amazon offers retargeting options to re-engage potential customers who have shown interest in your products.