2021 Amazon Display Advertising Detailed Strategy Guide

Part 1 Introduction to SD advertising and the three elements of setting up

1. Classification of SD advertising positioning methods

SD ads can target both consumer audiences and products. In the consumer targeting section, all sellers can select Amazon customers who have viewed a specific product detail page in the past 30 days. Some sellers can also select customers who have had related search behaviors and related purchase behaviors.

The method of targeting products means that the advertisement is directly targeted to the specified ASIN or category page. When customers browse this category or browse the corresponding ASIN, our advertisement can be displayed on these pages.

2. Display location of SD ads

SD ads may appear above the fold, which is the first screen of the product details page. It can be displayed in several locations, including in the shopping cart or below the five-point description. It can also appear on the mobile homepage, including the search and review positions.

3. Three elements of SD advertising settings

The first point is the promoted products , that is, we need to determine what kind of products to promote;

The second point is that we need to choose the positioning method. We need to decide whether to choose audience positioning or product placement positioning;

The third point is bidding , and the bidding method is also what we need to pay attention to.

Part 2 SD advertising strategy sharing

1. Remarketing potential customers who have not purchased to increase purchase conversions

The first strategy is to reach potential customers who have seen our products in the past 30 days but did not buy them, thereby increasing the chances of users buying. According to Amazon data, only 4% of customers will buy the product when they first browse it, so this strategy actually targets the remaining 96% of customers. Of course, if the product purchase decision chain is very short, such as data cables, remarketing is not recommended.

Select the type as audience, and then select View promoted products and similar products. For promoted products, we can choose hot-selling products with competitive advantages, such as those with high BSR of brands, that is, products with Top ASIN. For bidding, it is recommended that you use a price higher than Sponsored Products .   CPC will first do a cold start and then gradually optimize to ensure that accurate traffic is captured first and data is generated.

2. Remarketing to non-purchase customers to increase exposure

This strategy is more targeted at increasing brand exposure. The ad reaches customers who have seen some products in the category but have not purchased them. Select the audience and then choose to view the category or brand products. You can choose to promote products with many reviews, star ratings, and high cost-effectiveness.

In terms of bidding, it is recommended to bid the same as or slightly lower than the SP advertising bid, because its scope is too wide and the theoretical efficiency value will not be particularly high. It is recommended that you use more brand delivery forms, because the scope of selecting categories is too large.

3. Grab the traffic of competitors’ products and cover a wide range of products

This strategy requires you to choose competitive products with high BSRs, because the products are to be displayed to rival brands . It is recommended to choose brands with a relatively single product line and a narrow range as competitive products .

In terms of bidding , sellers are advised to try to bid 10% to 20% lower than the CPC of SP ads . If the data is average, you can consider refining the price and star rating of competitors and narrowing the scope of product positioning; if the effect is good, you can switch to hot-selling ASIN competitive products.

4. Do related marketing, bind with hot-selling products, and take advantage of traffic

Related sales means that if our products are strongly related to other categories of products, we can get some traffic. What is strong correlation? For example, outdoor grills and tents, or sleeping bags and mats are all strongly related.

According to this strategy, sellers selling sleeping bags can find the ASIN of the top sellers who sell floor mats very well and bind them to display their products on relevant pages. It is recommended to bid slightly lower than the CPC of SP ads by 10%~20%. For products with poor data, add negative placement.

5. Grab the traffic of competitors’ products and accurately place competitive products

This strategy is suitable for promoting hot-selling products with many reviews, high star ratings, and high cost performance. When the product cost performance is particularly high during the price reduction event , this strategy can be used to grab the traffic of competitors. Since it is grabbing traffic, the bidding needs to be equal to or slightly higher than the CPC of SP advertising.

6. Create a closed loop of proprietary product traffic to defend against competitors

This strategy uses one's own best-selling ASINs for advertising. This actually occupies the advertising space on the details page of one's best-selling products, allowing customers to stay on one's own page as much as possible. Even if customers click on the ads to browse , they will see our own products, which serves to defend against competitors.

For products, you can choose hot-selling products and variants within the product line. In addition, new products with potential can also be launched in this strategy. Because you want to avoid competitors grabbing the ad space, the bid also needs to be slightly higher than the CPC of SP ads.

The above is the sharing of how to use Amazon display ads. I hope it will be helpful to all seller friends.

If you still feel unsatisfied, on March 17 , 4KMILES will join hands with Amazon for a live broadcast. Amazon’s training instructors and 4KMILES’ senior instructors will continue to share with you the practical knowledge related to Amazon advertising . Friends who want to harvest traffic and improve conversions, remember to watch this live broadcast~

In addition , you can try the 4KMILES operating package for free for one month by signing up for this live broadcast ! If you are interested, please scan the QR code and sign up now!

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