Sponsored Display ads are a new way to re-engage shoppers who have already viewed your products or have shown an interest in similar products whilst browsing on Amazon. Sponsored Display ads are available to professional sellers enrolled in Amazon Brand Registry, vendors and agencies with clients who sell products on Amazon.
Unlike Sponsored Product ads which show users ads according to the terms they have used to search, Amazon Display ads target users based on their interests and previously viewed products.
When setting up your campaigns, you have an option of three different audiences to target:
- Target by audience type or product
- Target audiences by product category
- Re-engage with non-converting customers
Each option will have different data including impressions, expected CTR and ACoS, giving you the flexibility to choose the option that will help you meet your individual business goals.
Once you’ve decided which audience to target, there are some simple ways to increase clicks to your Amazon Display Ads:
Use high-res images
Your product images are the very first thing a customer sees, so making sure they look professional and premium is incredibly important. Good product images can help influence whether a customer is going to purchase your product or not. So, ensure that you put time into taking clear photos. Showcase your products from different angles so all of the different features or selling points can be seen.
Engaging messaging
To encourage customers to click, it’s important to make your product ad copy as engaging and attractive as possible. Your copy should contain call to actions such as ‘Buy now’ or ‘Find out more’ and phrases that create intrigue such as ‘exclusive’ or ‘new’.
Optimised product pages
Once your headline has drawn a customer in, it’s important that your product pages don’t disappoint. They need to be just as descriptive and compelling – think of them as the place where you can really bring your product to life. Give customers a reason to buy your product by describing how it can improve their life. Highlight all of its features and benefits, focusing on any USPs that will help distinguish it from competitor products. Leave no question unanswered.
Boost your ratings & reviews
These days, customer reviews play an increasingly important part in the shopping process. Potential customers are more likely to purchase from a seller with plenty of good reviews and a positive star rating. So, ensure that the products you are advertising have positive reviews and that your star rating is at least 3.5 – the higher the better.
Stay stocked
When the products you are advertising run out of stock, your sponsored display ads will automatically pause. So, it is important to ensure that you have enough stock to support your sales because once your campaign pauses, it can take up to four hours to get back up and running; time when you’re missing out on valuable sales.
We can help make sure you get things right first time, taking the hard work out of planning and creating your campaign. Our specialist Amazon PPC agency can tailor your Amazon marketing services to suit your specific business requirements.
This article was written by Matt Howes, Ecommerce Director at Melody, an Amazon agency based in London.
