Click the Continue button under Sponsored Display to enter the ad settings page. After selecting the product, select the delivery type and set the single-click bid to complete the settings. Compared with Sponsored Products and Sponsored Brands, the operation steps are greatly simplified. After completing the product selection, Amazon will automatically select the products that are most likely to lead to purchase transactions for display. If all eligible products are added to the Sponsored Display ad campaign, you can find out the potential products that have been overlooked through later data analysis.
There are two main types of advertising in Sponsored Display: audience and product delivery.
Audience delivery is a retargeting delivery ad that is delivered both on and off Amazon. It targets buyers who have viewed the detail pages of the promoted product or similar products in the past 30 days but have not placed an order. When they leave Amazon and browse other websites, Amazon will directly deliver the ad to the corresponding web page to achieve secondary marketing.
The advertising positions for product delivery are all on the Amazon site, and the advertising positions are all on the product detail pages. You can target specific ASINs or specific categories. Unlike the automatic and manual delivery of product promotion, display promotion is located at the top of the product details page, below the five-point description and shopping cart, and on the left side of the search page. Amazon will also select the most relevant audience group for delivery based on the buyer’s previous shopping activities. The specific operation method is similar to the product delivery operation of manual advertising in product promotion.
According to Amazon’s data, only 4% of buyers will buy immediately after browsing, while more buyers will compare different products and finally complete the purchase after 5 to 16 days. Before the purchase, the average number of consumption-related behaviors generated by buyers is 1 to 5 times. Display promotion is actually to guide buyers to make purchase decisions through secondary marketing methods. The special feature of display promotion is that it breaks through the traditional keyword bidding competition and begins to look for more accurate traffic inside and outside the site.
It should be noted that in the operation of new products, it is often necessary to establish the initial traffic foundation of the product through more accurate and flexible operations. Therefore, display promotion is more suitable for products that already have a certain traffic foundation and have good overall performance, thereby saving the energy of advertising optimization and adjustment.