Making Amazon Advertising Product Display Ads


Have you ever thought of using display ads for boosting your success on Amazon? Let’s connect the dots on this tool.


What Amazon Product Display Ads Are

You may also know them as CPC (Cost per click) ads. The main goal of this kind of ads is to target:

  • Shoppers’ interests.
  • Similar products.
  • Competitors.

These ads are shown in the sidebar to the right of the ‘Add to cart’ button.
Actually, Amazon uses keywords to find relevant pages for placing your advertisements. So, the conversion can be quite high, as people who are searching for a specific keyword, are already interested in the product.
Display ads can be very effective while their cost is not low. You may use them from time to time to boost your efficiency and spend a reasonable amount of money.
Display ads are seen by lots of people, they are a great option not only for reaching your potential customers and converting them into buyers but also for branding.

Amazon product display ads can also work as a CPM model. So, you can be charged only for 1000 views, it means that one thousand people has seen your display ad. However, this model doesn’t guarantee clicks.


Where Amazon Product Display Ads Appear

As we already mentioned, they usually appear near the ‘Add to cart’ button.

amazon display ads image2

Nevertheless, there are other places where people can see your display ads:

  • The upper part of product listings.
  • Top of search results.
  • Review pages.

Keep in mind that they are not shown in ‘Frequently bought together’.


Benefits of Amazon Display Ads

The main advantages of using this method of advertising are the following:

  • An individual product can be advertised to a broad audience.
  • You can target your campaigns at a specific audience.
  • A seller can control the budget and bids.
  • Traffic is sent to the product page with the details about this product.
  • A seller can select the best placement manually based on their customers’ needs.
  • One can track ads’ performance and modify campaigns.
  • There is a dashboard for monitoring Amazon product display ads’ metrics: impressions, sales, clicks, and so on.
  • One can always retarget another audience when editing a campaign.

We recommend using Amazon product display ads to those sellers who have already listed products, as those ads send customers directly to your site. It would be great if they found something more than one product there. As long as you can control ads’ budget, bids, and targeting, you can provide a tailored customer experience to shoppers.


How to Set Up Amazon Product Display Ads

The process is ease, the procedure is similar to opening an account on Amazon. You have to add the price and images for your product, provide its description so that shoppers could make their final decision on getting exactly your product.
The ‘Description’ field is key. This is what makes people purchase some goods. A correctly done description helps:

  • Increase high-quality and relevant traffic.
  • Contribute to ROI.
  • Increase the quality of targeting by Amazon.

By the way, you can use no more than 5 keywords to target your audience while advertising. Just keep in mind what your potential customers usually look for and use that words.

Finally, we got to the part when it is time to create an Amazon product display ad:

1. Select your targeting mode

There are a few options offered by Amazon:

amazon display ads image1

  • Product targeting. This kind of targeting will be based on mainly competitors’ products. Your ads will be shown when someone searches for complementary items from your competitors. It is advisable to use it for increasing conversions.
  • Interest targeting. This one is based on customers’ interest. We would recommend using this kind of targeting for increasing your brand awareness, not conversions.

2. Select a product (or products) to advertise

Only one product can be promoted in one Amazon product display ad. Start typing its name and select the necessary product from the search box. Keep in mind, you can’t use ASINs here.

3. Choose a targeting level

This is so-called ‘second-level targeting’ which offers 2 options:

  • Target by product, where you can search the one for promotion and include it into your ad campaign. It is recommended to check the box ‘Expand targeting’, however, you can narrow it if necessary.
  • Target by category. This one is fully automatic, Amazon does everything for you using their own algorithms.

4. Fill in campaign’s settings

  • Name. It should be easily recognized by you among all your other campaigns. Once you set the name, you won’t be able to change it.
  • CPC bid. Set the amount of money for each bid.
  • Your budget. This is for your overall budget for the whole campaign.

5. Create your Amazon product display ad

You will need to fill in the following fields:

  • The headline, which can be up to 50 characters and follow the Amazon guidelines. Otherway, it will be rejected.
  • Your brand name, which will be displayed as: “Sponsored by Seller Nexus” (for example).
  • Description with no limitations on the amount of text.
  • Logo. Upload a high-quality logo of your brand.

6. Preview your ad

Select one of 9 available formats. Though you can’t choose one manually, this can be controlled by changing bids and budgets. The higher your budget is, the higher place for your ad will be set by Amazon.

7. Submit your product display ad to Amazon

  • Save your campaign as a draft.
  • Make sure everything is correct as you won’t be available to change anything later.
  • Submit it!