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Amazon PPC - Display Campaigns Strategy

Published on November 19, 2019

About this video

Hi guys, our new video is out :) I talk about Amazon display campaigns and our experience in using them to generate brand awareness for your own brand, as well as using them as a part of your competitive strategy.

Amazon display campaigns are the newest campaign type available on Seller central. Amazon wants to provide funnel-like experience for shoppers and sellers on their platform, which is why they introduced this new ad type as well as other branding elements: storefronts, A+ content, sponsored brands ads and more reports related to branding such as brand analytics.

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Transcript

hey guys how are you today I wanted to talk to you about display campaigns on Amazon display ads they were always present since the beginning on Amazon but not a lot of attention was given to them because we didn't know a lot of details around targeting and as you probably already noticed in the last let's say six months there have been so many changes in Amazon like more than the last couple of years so we can tell with great certainty that Amazon is really ramping up their advertising platform really working hard on making advertising strategies more creative for the professional advertisers and we definitely noticed these changes in the features that they offer so same goes for display advertising we specifically noticed that there has been a lot of accent given a lot of attention and focus given to competitive targeting which also applies to display campaigns and I wanted to share you know a little bit deep dive analysis around how we approach this by targeting and what are the features that we use like for example you know when you go to create a display targeting campaign there you don't have a lot of options there you can like set up what the campaign budgets and the sign bits would be and how are you gonna name it but when it comes to targeting Amazon just doesn't give you a lot of choice there you can choose they just mentioned something like they will target showcase your product to people who already saw your product before or who saw very very similar products to yours so they don't give you a lot of context around the placement for these ads or they don't tell you anything about how they're going to choose exactly who to show this ad to or how they track them and stuff like that for example on a Google platform you would have all this information at your disposal and you would already know you would set it up and you would be able to choose exactly which audiences you would retarget to because this is one this what this kind of targeting options that they offer here are basically one type of retargeting which is a very common marketing strategy in digital marketing in general so what they're doing there they're practically moving one step forward towards retargeting but they haven't officially released it for everyone yet as far as I know they only have some kind of retargeting options for audience retargeting when it comes to advertisers that they're offering it to advertisers who spend more than thirty five thousand dollars per month and Amazon and it says I think it's a invite-only program so it's not available for everyone but my educated guess would be that they should offer it to everyone as soon as they have the bangle it for it so hopefully this display targeting campaigns should further develop even more but for now let's focus on the present here and basically as you can see there are two targeting groups coming from Display campus first one being product views and the other one is similar product views basically you can now choose whether you only want to target people who saw your products only and then chase them all around their Amazon Display Network or you want to target competitors products so before we deep down into each targeting group I just wanted to mention that I think that Amazon has bought a lot of different websites including Alexa or IMDB a couple of very very familiar websites that we all used to use for last years and that's probably the network that they're talking about the placements for these display ads are probably around there somewhere so on on their network of websites that they have so they kind of like took this very similar step to what Google did in creating their Google partners network so we can expect Amazon to start showcasing ads everywhere on every website that they own so this is something to keep in mind like you can look it up a list of the websites that they own online and see what where the possible placements that you could expect to show up on these websites so basically when it comes to product views these this is a classical retargeting campaign so you would practically be chasing people who already saw that specific product that you are advertising through this buy campaign and it's very useful because a lot of attention gets driven away on Amazon as you probably already know like even in the product pages you have hundreds of sponsored results being their present on the product pages so their attention is easily driven away from the product that they were initially interested in and read the details about so this could be a very powerful way for you to bring back then bring them back to the sales funnel and a little bit closer to the purchasing action so when it comes to targeting through product views this is the type of targeting group that you should use if you want to ramp up sales a little bit more and if you want to boost your conversion rates on a specific product or you want to give it more exposure if it's a new product and you want to make sure to make a good impression and increase the brand awareness overall so it's a very good branding strategy to use only product views and target these customers who already saw a product before so this is very useful if you want to grow your own brand internally so to speak and when it comes to similar product views then this is another big feature that they have released that's again oriented towards stealing away market share from your competitors it's like Amazon is telling us that there is this vast competition is growing on Amazon there's only as much market share as they could possibly offer you know all their users and Prime members so you're fighting around the same amount of people it's just that there's more competition so naturally they're releasing more features available for advertisers that they could use to grab market share from one another and Amazon to do it basically so that being said a similar product views it goes along with that strategy which means if you can afford to spend extra extra budget on a specific campaign that that would definitely be just by campaign for similar product views because Amazon will show your product to people who saw products very similar to yours and they can they have pretty good ways of determining which ones are super similar and they will know for sure who is the relevant person to show it do so this is a this could also be a very powerful way for you to take away market share from your competitors especially because display ads they have such a very strong aesthetical component to them because they will see your product more visibly and you could make it somehow appealing a little bit more appealing you through the product image or some other way they're probably going to release other features how you can stand out from the competition in display marketing obviously because they're moving in that direction so it's going to be very useful for you to use this option to drive away attention from your competitors listings to your listing and drive drive traffic to it that being said these two targeting options are very different and your campaign goals are very different obviously if you are targeting increased if you want if you're going for increased brand awareness increased sales increased efficiency of your conversion rates of your listings then for sure go ahead with the product News targeting group and if you're looking to steal way market share from your competitors then go ahead with the similar product views options now these two options are the only ones currently available and that was super interesting to us because it just started developing and which we will very thoroughly have a look at all the things that happened in the next future in the future for display campaigns anyways I wanted to quickly share this valuable info with you if you have any questions comment below and subscribe to our Channel and we're looking forward to providing you fresh content every week love you bye bye

Frequently asked questions

Q: What are Amazon Sponsored Display ads and how are they different from Sponsored Products?

A: Sponsored Products appear in search results and on product pages when a shopper is actively searching. Sponsored Display ads work differently: they follow shoppers across Amazon and the websites Amazon owns, showing your product to people who have already viewed your listing or similar products. The key distinction is timing. Sponsored Products capture active search intent, while Sponsored Display re-engages shoppers after they have left your listing without buying, which is a retargeting approach that is standard in broader digital advertising but was until recently unavailable on Amazon's self-serve platform.

Q: What is the difference between the two Sponsored Display targeting options: product views and similar product views?

A: Product views targets shoppers who have already visited your specific listing. They saw your product, did not buy, and your ad follows them to bring them back. Similar product views targets shoppers who have been browsing products comparable to yours, including competitor listings. The first option is a brand-building and conversion recovery tool. The second is a competitive market share strategy: Amazon identifies which shoppers are actively comparing products in your category and shows them your ad while they are still in that consideration phase.

Q: When should I use product views targeting versus similar product views targeting?

A: Use product views when your primary goal is to recover lost conversions and increase the efficiency of your existing listings, particularly for products that already have solid traffic but a conversion rate you want to improve. Use similar product views when you want to expand your reach and pull in shoppers who are evaluating competitors, especially if your product has a clearly better offer in terms of price, features, or reviews. The two goals are different enough that they are worth running as separate campaigns with separate budgets.

Q: Where do Sponsored Display ads actually appear?

A: Sponsored Display ads appear both on Amazon and off it. On Amazon, placements include product detail pages and search results. Off Amazon, the ads appear across websites that Amazon owns, which includes properties such as IMDB and other sites in Amazon's display network. This is a similar model to how Google runs its Display Network across partner websites. The exact placement breakdown is not fully transparent in Seller Central, which is one reason the format requires patience and a test-and-learn approach before you can fully evaluate its performance.

Q: Is Sponsored Display worth the budget for a smaller or newer brand?

A: For a new product with low traffic, Sponsored Display will have limited impact because the product views audience is too small to generate meaningful impressions. In that case, the budget is better spent on Sponsored Products campaigns to build baseline traffic first. Once your listing has consistent daily visits, adding a product views campaign becomes a cost-effective way to recover shoppers who left without buying. Similar product views can be layered in once you have a clear picture of which competitors you want to target and why your offer is stronger than theirs.