What are Sponsored Display Ads?
- Sponsored Display Ads are best used to reach new audiences, and to retarget previous purchasers. This ad type has audience targeting capability, allowing you to not rely solely on keywords to reach potential consumers.
Where do Sponsored Display Ads live in the marketing funnel?
- One of the biggest benefits of Sponsored Display ads, is that they have the ability to touch each part of the funnel: Awareness → Consideration → Conversion → Loyalty
How to Best Utilize Sponsored Display Ads?
- Retargeting
- Product Page Viewers: Retarget consumers who looked at your product page but did not purchase
- Previous Purchasers: Re-engage with past consumers to drive another purchase of the same product or showcase related products (this is especially helpful if you have promotions on products)
- Cart Abandoners: Remind consumers who added your product to their carts but did not purchase
- Audience Targeting
- Category Targeting: Target customers browsing similar product categories to your own
- Competitive Targeting: Show up on your competitors’ product pagesIn-market Targeting: Reach audiences whose recent activity suggests they’re likely to buy products in a certain category
- Interest and Lifestyle Targeting: Reach audiences whose recent activity suggests they’re likely to purchase products in a certain category
- Keyword Targeting (newer feature released with the expansion of AMC for Sponsored Ads)
- Keywords: Showcase your item to consumers searching for specific keywords to reach new customers
Sponsored display ads can appear across Amazon.com and Amazon’s owned websites (like Twitch and Freevee) as well as third-party websites and apps. Your ability to control where these ads show up depends on the type of targeting you utilize. On Amazon’s website, these ads typically appear on category pages and product detail pages, engaging the consumer through their shopping journey.
At Hinge Commerce, a full-service Amazon marketing agency, we specialize in helping brands create and optimize their Retail Media spend across retailers and specifically on Amazon.
If you’re looking for help with creating a full-funnel advertising strategy, Hinge Commerce is here to help.
Contact us for a consultation.