Amazon Display Ads 2024 Full Tutorial - Step by Step

hello everyone today's video is going to be all about sponsor display campaigns so where the sponsor display ads appear how to create sponsor display ad what are the targeting options and what is the proper campaign structure that you need to have my name is eigor and I'm the co-founder of Amazonia PPC agency we've been helping Amazon Brands scale their businesses since 2016 so let's get into it let's first cover where do the sponsor display ad appear I've typed in the search box pet camera and the sponsor sorry sponsor display ad appear on the search results on the left as this Banner at or skyscraper and down below you will also see it here and down below it's there's a horizontal one at the bottom after the sponsor Brands there's additional sponsor display other than that there on the product display Pages they have in my opinion the most important placement there is so it's right under the buy box this is your competitor competitor listing and with sponsor display ads you can Target their product display pages with this Square uh ad additionally what you should be doing is also having product product uh sorry sponsor product product targeting Campaign which is this guy here and additional with sponsor products targeting um asence ads you can have all these uh ad placements here but let's stick to the sponsor display so it's pretty uh eye catchy because it's right under the uh sponsor uh right under the buy box and it's really an eye catchy uh type of AD also another interesting point is that sponsor display ads appear off Amazon that it's really hard to find it uh written somewhere during the creation of your sponsor display campaigns but I've seen sponsor display ads chasing me around the net so that definitely works we don't have a control on where it's displayed but uh as a part of remarketing it definitely works now let's go to the campaign creation process it's pretty simple so you go to create campaign on the left and uh you present Ed Bel all the campaign types available for your um account let's go to the sponsor display now I've covered in my previous videos that you should be really having a clear campaign naming uh structure like we we use SD as a sponsor display then Dash then I usually put something like competitor then competitor name or competitor a and if that's a competitor campaign or any other campaign type so more on that in in the video I already recorded uh next up you can create a daily budget whatever you like I've seen that when you when whenever you have a big budget Amazon is going to push your campaign more if you if you put a $100 campaign uh daily budget compared to the $5 daily campany budget is going to be different performance that's just the way it works pay to play now next up is an option to create an ad group and similar to what uh we do with sponsor products campaign type we all only create single ad group campaigns and then single targeting inside uh when presented with optimization strategy now Amazon recently started to add additional options here but there are mainly three of them that you're going to be focusing on the first one is for each and when you click that your presented you immediately select that your uh cost type is going to be vcpm whatever the ab abbreviation is it it's actually you pay uh per thousand views impression views for for your of your ad basically I never recommend doing that because their attribution is terrible able so you'll you'll get inflated results like your a cost is 1% or half a perc so skip that at all cost so just scratch that don't use it but I just want to cover that next up that you can use for example if you're uh in a situation where you want to build awareness of your new product or your brand then you can select page visits and then you'll present it with an option to keep your cost per click as like input a Target cost per click and then uh let the Amazon decide how much it's going to cost you and where um as you said as they say will set your bits and then targets while your campaign is running to try to stay at or below a metric value you specify I don't like it because as in all every as in everything else I don't like giving Amazon too much of control they can easily show your um prod show your ad for a product that's highly relevant where you have a high chances on winning that and and generating sale and they can do that 100 times for for the budget that you provided but along with that 100 times they can easily put your product where they feel like it's relevant but it's completely irrelevant for their own purpose of I don't know generating more clicks in cost um so I really like to keep everything manual and select targets as I will be covering down below uh you have option to to select page visits you can always exclude that and just have a usual CPC uh campaign uh type create CPC cost type created um for you uh most of the time we just select conversions and uh I also disabled the cost control so I don't set the cost per order value as I said earlier I don't like it and don't recommend that doing but I do recommend testing that because there's no general rule what works for Amazon PPC because it's different for each category it's different for each product so go out and test and let me know how that works for you um next up is the ad format you can select image ad or video ad and for both options you can select um to ad advertise products to drive to the product detail page or to select an Amazon store or any sub page or your Amazon store this can be useful for example um it's been a week since the prime day the summer Prime day 2024 and if you had your dedicated Prime day uh page on storefront as you should then you can easily create uh the select Amazon store as a landing page and then direct all the traffic to your Prime day um dedicated page on your storefront uh next up is to select the products to advertise and and now we're coming to the most important part part so by default you have a bunch of options selected here I never recommend leaving it that way because it's going to create chaos uh by default you have uh Amazon added similar to advertise products for you then similar to advertise products but with the look back of 30 days I'll be coverting what the look back is then your um views remarketing your purchases remarketing remarketing then purchase remarketing it's it's a mess it's a mess what you should do just remove everything that's uh presented here now I'll be covering now all the four main targeting options here and the recommendation is to have separate campaign for each targeting option because you want to have your uh budget set on a campaign level that you can control your remarketing campaigns you want to have a separate campaign targeting only uh individual products of your competitors or categories or a certain brand that you want to Chase and and attack or your in Market audiences or lifestyle audiences that we're going to cover so by separating all that by in a different campaign and you get cleaner reporting you have advanced options on tracking the progress now let's cover one by one contextual targeting that's the default one that we in the past only only had that one in the past with Amazon advertising when you go there you have an option on uh to to search for an individual products that you want to Target so let's say we are now creating competitor targeting uh sponsor display campaign then you will want to you'll want to research sear your competitors through helium 10 cerebra and blackbox Tool and find your most important um competitors you can also use X-ray on this search results page and find your most important competitors uh I recommend always selecting those guys who have less reviews than you or Worse reviews uh than you or are more expensive than you so you want to Target um those guys where you have competitive advantage over them uh so you can search for them manually you can enter a list and Target individual products uh second option is to Target certain category uh you can automatically add this Dynamic segment of similar to the products that you added as advertised and let the algorithm do that for you what I do recommen recommend is for example if you want to Target certain um brand then you can select okay let's uh go step back you can select to Target the whole category for example let's I like uh pet industry as an example so we have pet supplies for example then you have Birds cats dogs you can add the whole dogs category here but that's going to be too broad because there are uh dog feeders dog food mattresses clothing so many things that if you advertise with uh with dogs as a category that that's going to be uh really wide net and you can really often end up having unprofitable category targeting but as I said do test um what you can do is next to the ad button there's a refine option when you click refine uh we enter this secret option uh you can select a different brand to Target here so now we have all these brands in the dog category that you can individually Target uh if it's a big brand you can even go and Target to create a separate uh sponsor display targeting for each brand so you can go aggressive if you have budgets for that now you can select for example um I don't know whatever X dog here and then you also have an option if they have too many products you you have an option to narrow down them to a price range their uh star review ratings and if they are prime eligible or not or just Target all of them and you just click add okay it's ask for a bit and that's it now you're exclusively targeting X dog brand in in dogs category all of their products um it's really powerful option because uh it would be too time consuming that you go ahead and research all of the Asin for a certain competitor and just Target them but please be aware that it may be too broad but it's it's narrow narrower than category targeting but um you can refine it to only attack poorly performing products for a certain um brand so that's about contextual targeting now let's go uh further to remarketing audiences now there are several options uh you can use views remarketing and purchases remarketing views remarketing is that you can remarket show your ads to people who already viewed your product and you can set a l look back window of uh 7 days 14 days 30 days 60 days and 90 days so people who saw your products in the last 90 days you want to show them your ad this is somewhat limited because you cannot exclude those people who already bought from you so it can be that you're wasting a little bit of money or a lot of money but in DSP as you saw in my previous video that you have you can specifically exclude your previous buyers but here um you can use the views remarketing and select 7 Days 4 days for classic remarketing I typically just select the purchases remarketing because it it's cleaner you know um if somebody it depends on your use case but if somebody already bought your product and you want them to buy another one if it's a consumable um then you can go ahead and just see that maybe if they if if you knew that they'll run out of that that product after 14 days then you want to have those like 30 days included uh so who purchased in the previous 30 days or depending on your product but basically you can also go ahead and uh add show your ads uh to everybody who bought your products in the last 365 days so last year um so those are the options for REM marketing and really specific to your uh actual goal you will have to select whatever works for you but for example you can go ahead and just use views in the last seven days and just advertise to those who who viewed who viewed your product there's additional option to include similar to advertised products I don't recommend using this one because it can be too broad to too generic to show your ads to the products that are not that's similar to yours but uh you can try experiment with those I haven't seen uh good results with that next up is inm Market audiences so reach audiences who recent activity suggest that they're likely to buy products in a certain category so please note in Market audiences difference compared to interest and lifestyle audiences so these guys are um audiences whose recent activity suggest they are more likely to buy while the interest and lifestyle audiences reach audiences whose shopping and entertainment activity suggests certain interests life or or lifestyle preferences so it's a little bit closer so their shopping activity is targeted and here in Market audiences are those who are potentially interested to buy your product uh based on their recent activity so uh that's up to to Amazon to decide because they're tracking so many things let's cover in they're pretty much similar but we can browse a little bit to see again let's go and see what's available for pet supplies okay so Aquatics Birds cats dogs horses live animals interesting one fish uh reptiles amphibians small animals let's go for the dogs and then you can refine to uh beds carrot travel products colors and many many different options um let's add so it's it's really detailed as you can see colors bark colors basic colors so you can really narrow down your targeting options um depending on how many audiences add here there's going to be this forecast which is in beta and don't rely on it but just you can take a look of expected and forecasted cost uh cost and and potential orders but don't take their birth for it just you can estimate the Impressions and clicks you can get um and you can then add additional in Market audiences you can also go to uh to the search I think there was a search somewhere no it's only browse um no there is a search over here so it's it's similar so in Market or is an interest in lifestyle let's see what's in interest in lifestyle for pets okay pet ownership and pets and animals so it's a little bit different you can combine those two if you like because it's a little bit broader you can go ahead and and add um in Market audiences combine in Market audiences and lifestyle audiences into one campaign and then refine it if needed uh later on so you can add pet owners and then um refine it uh even more for example if because we added dogs you can then just go ahead for example natural food natural dog food Shopper so that's an interesting interesting one and then you will you can go ahead and launch the the campaign now there's also it's important to note that this is um campaign sponsor display campaign setup for different purposes so you can use it for remarketing you can use it for brand awareness for reach you can also use and should use your uh sponsor display campaign for targeting other competitors as I mentioned through the contextual targeting but it's very important to use this campaign type for for defensive purposes what that means for example take a look at this one so this is a imagine that this is your product you're selling this under arm on um running shoe and this um fit will men's extra wide uh trainers are bidding on your and attacking your listing so what you can do is add your own Asin to your sponsor display Contex contextual targeting um uh that way you can have your other product appear here so you're actually paying money to protect this uh placement from your competitors and if you do the same with the sponsor product product targeting also targeting your uh own products then this will be an upsell for you so you can have your under arour uh sneaker here you can have your I don't know different uh variation here and another product of yours here as an upsell you can sell your shoelaces or if you into clothing you can add a hoodie here and then it's all about you and not about your competitor stealing your market share so very very important um thing to note sponsor display works very well if your product is visually attractive as this sneaker is and generally everything in clothing and jewelry and uh that type of stuff because it's ey catch you know if this is a book and you just I don't know display a headline or I don't know just an open book or something like that nobody going to going to nobody's attention is going to be drawn to that but if you sell jewelry or some uh clothing uh then definitely SP sponsor display most of the time is going to work for you because just it's just how our brain works um yeah one final note as a takeway uh is after you have had your sponsor display campaign running for at least a month then you will should go ahead into sponsor uh display report so from the report section um just click a drop down select sponsor display and play a bit with the reporting so run or targeting report rather than advertising report and purchase product report uh to see what was actually happening when somebody clicked uh on your ad I'll be covering these kind of reports for sponsor display in another um campaign types later on but in a short advertise report you're going to see what kind of products you actually advertised and see the results and on purchase product report you will see um which product was actually bought from your uh catalog when you advertised your in your original Asen and you very often you will get uh surprised by uh what was the actual product that customers bought okay I hope that I managed to make it more clear for you guys who are uh struggling to create a proper sponsor display campaigns let me know if you need any further clarification or anything in the comments and yeah thank you for watching bye guys