Amazon Sponsored Display Ads: The Definitive 2019 Guide

Amazon can place your ad in all sorts of places from anywhere on the listing page to the product details page. But if you’ve ever wanted to get your ad under the buying options then Amazon Product Display Ads are your best friend.

Product Display Ads under the buying options
This badger balm is already using Product Display Ads to boost sales

Product Display Ads are CPC display ads that can boost visibility for your product’s details page and can even target your competitor’s products. 

While Sponsored Product Ads and Headline Search Ads target keywords and search terms, Product Display Ads are all about targeting similar products, relevant categories, or interest groups. 

So let’s jump right in to how display advertising can help your brand! Here’s what you can expect to learn today from the Badger:

  1. What are the benefits of Amazon Product Display Ads?
  2. Where do you find Product Display Ads?
  3. How to create Product Display Ads on Amazon
  4. Our strategy recommendations

What are the benefits of Amazon Product Display Ads?

The main benefits of Product Display Ads:
  • Increase brand awareness in your niche
  • Bring traffic to a product’s details page
  • Place your best product under your competitors’ listing
  • Boost exposure for new product listings

Because they have very high impressions, Product Display Ads aren’t going to have the highest conversions, but for that same reason they also won’t cost much either.

Lastly, because you can place your ad under your competitor’s listings, you can pit your best products against theirs. However, be careful. Make sure to match your ads where you have a real chance of getting clicks and beating out the product.

Where do you find Product Display Ads?

Like we said before, they’re usually found right under the right sidebar’s buying options, but actually they’re a little bit of everywhere. Product Display Ads can appear on:
  • Product Detail Pages on Desktop and Mobile
  • Search Results Pages
  • Customer Review Pages
  • Top of the Offer Listing Pages
2 Display Ads for the price of one

Product Display Ads are not to be confused with related items like “Frequently Bought Together” products. Display Ads on Amazon also usually have a star rating and note if they’re Prime eligible or not.

How to Create product Display Ads on Amazon

Product Display Ads are simple to create and won’t take more than a few minutes.

Step 1: Head over to your Amazon Advertising Console (formerly Amazon marketing Services).

Step 2: Then click New Campaign.

Step 3: You’ll be prompted to select what type of ad campaign you want to create. Select Product Display.

AMS Product Display Ad for Amazon PPC
Choose Product Display as your campaign type

Step 4: Next select the targeting method.

Interest vs Product targeting
The targeting method determines how your ad will be served

Here’s a quick rundown on their differences:

Interest targeting allows sellers to capture an audience by appealing to their broader interests.

  • You can select hundreds of individual ASINs or related products where you want your ad to appear.
  • It has a lower conversion rate because the audience is broader so it would make sense to bid cheaper.

Product targeting aims at a narrower group of customers by targeting either complementary, similar, or a competitor’s products, so you will see a higher conversion rate and a more expensive CPC.

Step 5: Pick a product to advertise by either typing its name or ASIN.

Step 6: Select targeting by either product or category. We recommend product targeting because you can refine how large of an audience the ad is shown to.

Step 7:  Set your campaign name, budget, and duration.

  • The minimum daily budget is $1 and the minimum cost per click is $.02 according to Amazon. They also suggest running your campaigns for a month to get a full grasp of the results. 

Step 8: Next input your headline, your brand name, and logo.

Step 9: Preview the ad & submit the campaign. Congratulations, you’ve made a Product Display Ad!

Success GIF
Now that's a job well done. GIF courtesy of GIPHY

Our Strategy Recommendations

Like all Amazon PPC ads, there are many strategies you can take. Just allow yourself time to test out strategies to see what works.

Talking to Andrew Maffettone of Seller’s Choice, he suggested experimenting with one ASIN and hitting your ACoS before changing anything. (Check out this article if you want to learn how to hit your ACoS.)

When we do Product Display Ads for our Amazon sellers we like to take one ASIN and create a campaign targeting competitors ASINs.

As we optimize and get the ACoS within our target, we add more and more competitors. After a while, we’ll create more campaigns based on complementary products.

So, if we’re selling belts I may create a Product Display Ad campaign directed at jeans

Andrew Maffetone

I recommend choosing Product Display Ads for ASINs you know are going to sell, brand new products you are launching, or ones you really want to get rid of. 

The safest bet is to take your best selling product and put it up against your competitor’s products, equipped with copy and images that highlight different features than their product.

That’s a wrap for Amazon Product Display Ads

Hopefully we’ve convinced you start using Product Display Ads in your own PPC campaigns. If boosting brand awareness and competing right under the buy box are your things, we definitely recommend them.

To learn about the other Amazon ad types you can use, check out our articles about Sponsored Product Ads and Headline Search Ads.

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