nounDefinition
Sponsored Display(Sponsored Display)isAmazon'sdisplayAdvertisingtype, based onuserlineforandbuyintentionconducttowards, exitatAmazonOn-siteandOff-site, helpsellersreachmoremanyatbuyer.
Advertisingcharacteristic
maincharacteristic:
1. On-site+Off-site: AdvertisingdisplayatAmazon websiteandcooperationwebsiteabove
2. linefortowards: based onuser, search, buylinefortowards
3. Product Targeting: cantowardscompetitionproduct orproduct
4. Audience Targeting: cancreatefromDefinitionandthenmarketing
5. automaticOptimization: Amazon automaticallyOptimizationPlacementandbid
1. On-site+Off-site: AdvertisingdisplayatAmazon websiteandcooperationwebsiteabove
2. linefortowards: based onuser, search, buylinefortowards
3. Product Targeting: cantowardscompetitionproduct orproduct
4. Audience Targeting: cancreatefromDefinitionandthenmarketing
5. automaticOptimization: Amazon automaticallyOptimizationPlacementandbid
Targeting method
threetypesTargeting method:
1. Product Targeting: towardsspecificASIN, categoryorBrand
2. Audience Targeting:
- Browse targeting: Users who viewed specific products but didn't purchase
- Purchase targeting: Users who purchased specific products
- Similar audience: Users similar to existing customers
3. towards: based onuserandtowards
1. Product Targeting: towardsspecificASIN, categoryorBrand
2. Audience Targeting:
- Browse targeting: Users who viewed specific products but didn't purchase
- Purchase targeting: Users who purchased specific products
- Similar audience: Users similar to existing customers
3. towards: based onuserandtowards
Exampleanalysis
Example: Sponsored Displayenhancerepurchase
a certainhome goodssellersuseSponsored Displayconductthenmarketing:
- Campaign: Daily Budget$80
- Targeting method: Purchase targeting(purchasedkitchen suppliesusers)
- Promote Products: item, use
Performance Data:
- exposure: 40,000times/week
- click: 500times/week
- CTR: 1.25%
- order: 45/week
- ACoS: 38%
- Repeat purchase rate increase: +22%
OptimizationRecommendations:
- Use purchase targeting for complementary products
- fordifferentcreatedifferentCampaign
- Regularly update ad creatives
a certainhome goodssellersuseSponsored Displayconductthenmarketing:
- Campaign: Daily Budget$80
- Targeting method: Purchase targeting(purchasedkitchen suppliesusers)
- Promote Products: item, use
Performance Data:
- exposure: 40,000times/week
- click: 500times/week
- CTR: 1.25%
- order: 45/week
- ACoS: 38%
- Repeat purchase rate increase: +22%
OptimizationRecommendations:
- Use purchase targeting for complementary products
- fordifferentcreatedifferentCampaign
- Regularly update ad creatives
Policy Sources
Amazon officialhelpdocument: Sponsored Display
sidepageDetailed DescriptionSponsored Displayfeature, Targeting methodandBest Practices.
sidepageDetailed DescriptionSponsored Displayfeature, Targeting methodandBest Practices.
Operation Tips
RecommendationsatSponsored ProductsandSponsored Brandsstableafter, thenenableSponsored DisplayconductthenmarketingandBrandexposure.heavypointuseBrowse targetingandPurchase targetingenhance conversion rate.