sponsored display is one of the most underutilized tools when it comes to advertising on Amazon and in this video I'm going to walk you through step by step what is sponsored display how to use it and a screen share of exactly how to set it up Amazon advertising helps you reach customers in all different points of their Journey if you're using sponsor products you might only be reaching them at the point where they're ready to convert so sponsor products is when they type in a keyword and they're looking at the search results or if they're
already on a product detail page but there's other points where you can reach them as well and if you're not using sponsor display you could be missing out on other points of the journey where customers are shopping so what's sponsor display now sponsor display is advertising that shows around the page on Amazon so it shows on like that top bar or those sidebars or sometimes in the buy box and it's basically placements outside of the regular search results where you see like sponsor products and it's not that headline search ad or the video ad that
sponsor brand and one of the beautiful things of sponsor display is it uses audience targeting so instead of actually just targeting keywords or products it follows people around so you can Target certain audiences and it will follow them around to different pages and one of the really cool things about sponsor display is it targets people on and off of Amazon so places like Pinterest and BuzzFeed and thousands of other pages and apps and if you ask me sponsor display has two really cool advantages number one is audiences right so instead of just going after keywords
it's going after people audiences and you can build different audiences based on different things so people who viewed your product in the last 30 days or 60 days or people who purchase your product you can also do lookalike audiences as well and the other one is contextual targeting contextual targeting allows you to Target product detail pages and categories it's kind of like Amazon's Auto campaigns and it works really well to find people at the point of their conversion and sponsor display campaigns are just like sponsor product campaigns they're very easy to set up it doesn't
take that long and here's the incredible thing that Amazon did usually display campaigns require custom creatives but with Amazon you can literally just use the product detail page so it will pull your main image and your title and your reviews and all that kind of stuff and automatically configure it and display it in all these different places so you don't need any custom creativ you don't need a designer you don't need anything all right let's Jump Right In the computer and I'm going to show you exactly how to set it up all right guys so
we're in Seller Central I'm going to click here on the menu go to advertising campaign manager as usual we're going to click here to create a campaign now you can see all of our campaign types here here's sponsor display and actually if you click here you'll see where it's advertising you see here at the top bar right here another bar you know on the side this looks like it's other websites this looks like at Amazon so we're going to click here continue now let me walk you step byep how to create the campaign so first
of all we need a campaign name as usual I like to start with the product code I'm going to put the type of campaign so it's a sponsor display campaign and then from there I want to add other things that are relevant to the campaign so as I build this let's say I'm going to do conversions so I'm going to do CV image IM you know let's do product detail page so PDP and then the targeting so it's going to be conversion product detail page image and then in terms of targeting I'm going to walk
you through the different targeting but could be categories could be audiences targeting so I'll walk through all of that in a second but just make sure that as you name these campaigns you name them in a way that you understand exactly what they are next I always recommend that you place campaigns in a portfolio so in this case I'll put it in the unflavored portfolio CU it's the unflavored version start date today end date no end date daily budget I don't recommend anything under $100 anything under that I don't really see that good of performance
sometimes it throttles the performance with the ad group name I'm basically going to copy paste the campaign name so once it's done and completed once I've created the entire campaign I'll then put the names for both now when it comes to optimization strategy whether it's reach page visits or conversions 99% of the time we want to choose conversions because at the end of the day our goal is to actually convert with page visits we're just you know getting traction both of them are CPC model which means you're going to get charged per click however with
the reach you get charged only per views so for every thousand viewable impressions in this case you know reach might be good for you if you're like looking for awareness uh you want to reach as many people as possible page visits if you're just trying to drive as many people as possible to the listing and sometimes this is good when you have a lot of variations cuz Amazon will optimize for conversions for a single child variation however if you do page visits it'll just send as many people to the page as possible and then from
there they'll choose the variation that they like the most so it's worth testing both however 99% of the time time I choose conversions cuz I'm looking for sales with the ad format you have two different options so if you're going to a product detail page you can do image or video and in this case if you're going to an Amazon store you can also do image or video image is just going to be still images videos is going to be you know videos that are playing uh you know across different places now in this case
if I'm going to a product detto page I can eventually like choose which product I want to advertise and it will send it to that detail page with Amazon stores it's just going to send it to the store and I can choose different sub pages in that store so I can choose you know why hard work or the unflavored or the products page whatever it is obviously get creative with that if you have different pages next targeting so there's two different types of targeting contextual targeting where you can Target categories and products or audiences contextual
is pretty cool right because you can choose a category and you can refine that category so let's say in this case we're doing electrolytes and I can see electrolyte supplements here wait this is for horse let's let's do for people so this right here is for people and I can refine it and I can say Okay I want to Target anything that is at least $33 and has three stars or less so there's 90 to 150 products that I can Target right now and I can just click add um I'm going to delete this old
one so this is what I'm targeting and it asks me for a bid I could just put a dollar default bid I like to start anywhere dollar and then work my way up if needed and then individual product so this is where I can actually like Target Target actual asens I like to test different things so at the end of the day I don't know what's going to work can only like create hypothesis and say you know this might work that might work so at the end of the day what I'm trying to do is
test as many things as possible test as many categories as possible uh test different products I don't recommend going over five products here because anything more than that I noticed that it's not getting enough budget next let's talk about audiences this is actually my favorite now with audiences you can actually choose location so you can go Geo targeting this is powerful but in this case I'm not going to do anything with locations let's talk about the different audiences available so there's Amazon audiences there's views and there's purchases so with Amazon audiences this is what you
get you can have lifestyle and it'll tell you like what the different parts of Lifestyle are so you can pick any one of these and then we have interests and in uh categories so this is what they're interested in there's a lot here to to go off of so you can literally just go through all of these different categories and add what you want as an audience and again like I said said this is all testing uh next you have like in market so in Market is actually one of the very powerful ones where they
might be in the market for a specific product like in market for electrolytes or in market for you know Health Products and this you know sometimes performs very well for me again all of these we're going to have to test let's go back to the audiences views is one that I really like and this is views of certain categories so I can go in and I could create people who viewed a certain uh category and I could say people who viewed it in the last last 7 Days 14 days 30 days 60 days so if
you they' viewed it in the last 7 Days means that they're very interested in the thing or I could go views in the last 90 days this is useful for when I'm doing complimentary products so you know I'm doing an electrolyte and let's say like anyone who viewed keto products in the last 90 days they're definitely relevant to my market cuz keto people need electrolytes now the one that I like the most most is purchases this is based on people who purchased uh my product so I can go in and I can actually t Target
people who have purchased products or have purchased my products and this is really powerful right because I can literally go and say okay I want to Target people uh who have purchased my product or viewed my product in the last 30 days or purchased complimentary products in the last 30 days and this is pretty cool all right let's keep moving guys add group name we already mentioned that now here is where you add the creative so you have three things that you need to add here you can add a video if you want if we're
doing video right like so if we go up here if we're doing video you need to add the video you need to have a logo and you need to add a headline so headline right here 50 characters and say America's favorite hydration so America's favorite hydration you know put the video right here and you can see if we want to do images so I'm going choose images and right here logo headline and then I can add an image so in this case add a custom image and I could choose from creative assets that I've already
uploaded to Amazon or do a specific image and and as you can see here if I'm choosing from my creative assets I have my asset library and this is where I've uploaded a lot of different creatives that I've made and that I've added you can see like there's all these different uh creatives like look at this one look at this one look at this one pretty cool and this will show you right here all of the different sizes so it's nice because like let me show you what I would do if I would do you
know choose a creative asset let's say oh let's do like this one for example it will automatically show you what it's going to look like in all of those different assets so it looks like this looks like this so if there's any one that like doesn't make any sense you'll know you'll know about it right away so it says here image Dimensions should be 12200 X 628 or larger you know you can tell like when it doesn't make sense when it's not like you know optimized correctly anyways you guys get the gist this is the
specs it needs to be 1,200 x 628 or larger and then no text Graphics or logo added to the image it just needs to be regular images and then from there I'm just going to click launch campaigns and We're Off to the Races so again to summarize you know sites campaign names you need conversions probably targets that's the most important one in my opinion that's the one that's going to get you the most sales you could do an image or a video you could Target going to the stores or to the product detail Pages test
both guys and that's it guys launch the campaigns and We're Off to the Races all right guys to wrap this up hopefully this was a useful tutorial I love using sponsor display I like to have a comprehensive advertising strategy so not just sponsor products but also sponsor brand and sponsor display and I like to use them in different ways now the thing with sponsor display is I always like to have it running retargeting so I'm constantly retargeting people contextual is nice and I use it when I'm trying to scale but at a base level I'm
always using retargeting and I usually have very good Ras with that so if I were you on top of sponsor products advertising I would definitely have sponsor display at least at a base level retargeting running and if you want to learn more about sponsor display click the link in the description I left a link for you guys to check it out now if you want to learn how to optimize your ads in a very efficient way I did another video here which I highly recommend that you guys check out thank you to Amazon ads for
their support and their tools and for supporting this video and I'll see you guys in the next video [Music]
