Recently, Amazon has launched Sponsored Display Product targeting for US sellers. Let’s take a look at what it entails for the sellers and advertisers.
In April, Amazon has released a product targeting feature for Sponsored Display Ads. These new options are available in seller central accounts of Amazon. With product targeting, advertisers will be able to target similar or complementary categories and products with their ads.
For those of you who don’t know, Sponsored display ads are a part of Amazon’s self-service display advertising solutions. It allows advertisers to re-engage and retarget potential customers on and off the Amazon platform. Amazon modified the Sponsored display product targeting feature for vendors around the world.
Sponsored Display ads give an edge to the advertisers in competitor targeting. This can be achieved by targeting customer interests and segments based on product page views.
If you want to learn more about Sponsored ads with product and keyword targeting, then watch this video.
Amazon product targeting ads are placed alongside relevant ad placements including customer reviews, SERP, product details page, etc. These ads are auto-generated, and they are featured with the product image, saving badges, deals, and product ratings.
Amazon product targeting allows you to enhance your product discovery among the customers who are actively looking for similar or complementary products or categories. By targeting specific categories and products, you will be able to get granular control over your PPC campaigns and relevant metrics.
Until now, Amazon Sponsored Display ads are used to re-engage the customers. Now, advertisers will be able to retarget the audience who visited the product listings and did not buy the product using Amazon or other third-party platforms based on their page views.
Amazon sponsored ads product targeting helps you to build brand awareness. For instance, a customer reaches your socks’ product details page, can find a similar product offering of yours in the ads. It would be easy for your customer to add it to the cart.
Cross-promotions helps you to broaden your audience reach of the product. Finding the right fit with your product is the key to successful cross-promotions. For instance, if you are selling laptops, promoting laptop bags or optical mouse would be a better fit for cross-promotions.
On the whole, Amazon Sponsored Display product targeting gives an edge to the brands to increase customer reach and improve page views of their products. Besides, you can have access to display inventory without stringent regulations of the Amazon Demand-Side Platform (DSP).
One of the foremost things in the PPC campaigns is that one needs to have enough budget to ensure potential impressions. Increase budgets on high-performing campaigns that drive traffic constantly. However, if you cannot increase your daily budget, maintain the bid to ensure continuous traffic throughout the day.
It would be best if you managed your bids to maintain optimal performance actively. You need to fix the bid to strike a balance between the traffic you’re getting and the amount you’re willing to pay.
If you want to improve your ACoS, refine your campaigns, and add negative targeting to control unwanted impressions. On the other hand, you can reduce the bid to how much you are willing to pay. However, a decrease in a bid may lose your impressions and thereby, visibility. So, choose wisely.
If your ACoS is within your target, you can generate more impressions by adding more products.
Sponsored Display ads give flexibility to your PPC campaigns. Ensure you are benchmarking your performance based on your campaign goals. Let’s say your goal is to drive more sales, you can track your CTR and ACoS. Another common goal would be to promote a newly launched product. In this case, if you want to drive sales along with traffic, you can increase your budget, however, this results in a higher ACoS which is expected.
As we expected, Amazon is making a lot of changes in its advertising solutions in 2020. We can also expect relevant PPC metrics such as page views, add-to-cart, etc that would help us gain more control over Sponsored ads. The targeting options will further improve giving sellers and marketers better results.
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