How to Make Profitable Amazon Display Ads

Amazon offers many ways for sellers to attract new customers and increase revenue. For example, investing in Amazon display ads is an effective way to get your brand in front of new buyers.

But how do you make Amazon display ads that will capture attention and convert new customers? The key is to develop a robust strategy with clearly defined, measurable goals. Here’s your guide to creating a successful Amazon display advertising strategy.

What Are Display Ads?

First of all, what is display advertising? Display ads combine visual elements (such as images and video) with text. These ads often have a call-to-action (CTA) and link to a landing page.

Amazon display ads are created by sellers to offer their products. They’re often displayed on the side or top headers, though display ads can also appear on search results.

Amazon also offers various display ad types, such as native ads (which blend into existing content) and demand-side platforms (DSPs), which means your ads will appear on additional websites beyond Amazon.

ad display spend chart

Benefits of Amazon Advertising

There are many reasons why ecommerce companies should invest in Amazon display ads. Here are the most powerful benefits you’ll experience.

Attract New Buyers

Display ads are often the first thing customers see when visiting Amazon. Once they continue seeing your ads, they will become better acquainted with your products. This all leads to improved brand awareness, making it more likely that you’ll convert these prospects.

Improve Customer Engagement

In addition to introducing your brand to new audiences, Amazon display ads can retain existing customers. For example, Amazon offers retargeting ads, which is a strategy that displays your ads to prospects and customers who have already interacted with or purchased from you.

Stronger Presence in Your Niche

Since display ads attract and engage buyers, they can also increase overall visibility in your niche.

When more users click your ads and visit your product pages, this tells Amazon that your offers are in demand and relevant to your category. This also leads to increased rankings in organic SERPs, which is especially helpful if you already have an SEO strategy.

How Much Does Amazon Advertising Cost?

The cost of Amazon display ads varies. That said, Amazon is flexible with a seller’s budget requirements. Amazon has a pay-per-click (PPC) model. In other words, sellers only pay when a user clicks on their ads.

If you have a strict budget, you can optimize your PPC budget in Campaign Manager. Amazon offers several budget and bidding rule options that you can apply to prevent overspending on ads.

That said, advertising can have other expenses. Many sellers hire or contract graphic designers and writers to create visuals and copy. Another great option is to hire an expert amazon consultant who’s ready to unlock your full potential.

Our Accelerator program is designed to deliver measurable advertising growth. We’ll reorganize your portfolio and design segmented campaigns to help you break out of any plateau you’re facing.

How to Create Amazon Display Ads

Any seller can create a powerful digital advertising strategy on Amazon that will increase eCommerce conversion rates. Start by following these simple steps:

Define your audience. You can incorporate audience attributes and even custom personas on Campaign Manager. This is crucial to ensure that your ads reach the target audience you intend to captivate.

Select campaign goals. Campaign Manager enables you to set specific KPI goals, such as improving ROAS or expanding your reach.

Write compelling ad copy. Use branding and your creativity to write ad copy that will entice your prospects. Try to target your audience’s objectives and pain points and offer your product as a solution. Don’t forget to include a CTA.

Use eye-catching design. Visualize the concept of your ad and how you can utilize the right design to make that message stand out. Focus on minimalism and use imagery and colors where it matters most.

Understand ad sizes and specs. Amazon offers various display ad options, each with distinct specifications. For example, Amazon sponsored display ads will have different specs than DSP ads.

Tools to Create Amazon Display Ads

Creating a campaign, changing bids, and optimizing for keywords manually is a lot of work. Fortunately, many ad tools integrate well with Campaign Manager, enabling you to enhance your advertising strategy further. For instance:

Ecommerce ad optimization (Teikametrics)
Automated ad bidding (AiHello, Quartile)
Rule-based automation (Pacvue)
Ad reporting (Intentwise, Stackline)
Design (Canva)
Ad copy (Anyword, Writesonic)

Don’t forget that many of these tools require a paid subscription. Using Amazon Campaign Manager and the included tools is completely free.

image of TV display ads

Amazon Display Ads Best Practices

There are other ways to ensure success from Amazon display ads. Follow these best practices for an effective campaign.

Use a strong CTA. Write a brief yet compelling CTA that will hook your audience and give them a clear direction to go next.

Use different display ad formats. While image ads are effective, don’t forget about other formats, like Amazon video ads.

Stay unified. All ads should fit your branding, from your color scheme to the messaging. This ensures your brand, advertising, and marketing are all unified.

Conduct competitor research. Analyzing your competitors and their ad strategy can help you understand what’s working and what isn’t.

Use A/B testing. With A/B testing, you compare the performance of two different ads and measure which one was more successful and why. Test one variable at a time to ensure you know which quality to change.

Amazon Advertising Metrics to Track

Tracking KPIs is essential to the performance of your ad campaign. But which are the best metrics to track?

Impressions. How many times buyers viewed your ads.

Click-through rate (CTR). The percentage of clicks your ads receive versus how many times they’re viewed.

Cost-per-action. How much you spend on each sale.

Conversion rate. The percentage of buyers who converted after seeing your ad.

Return on ad spend (ROAS). The amount of money you earn compared to each dollar you spend on your campaign.

What if your metrics aren’t showing promising results? Conduct A/B testing and see what you can improve with your Amazon product display ads.

Amazon Display Ads FAQs

What are Amazon display ads?

Display ads are graphics to promote a company and its products. On Amazon, display ads can appear as banners, videos, and images, and can include text and audio.

Where will Amazon display my ads?

Display ads may appear throughout Amazon’s store, such as on the home page, category pages, or search results. Native ads can also appear on other Amazon-owned products, such as Fire TV, Echo Show, and Prime Video.

When a buyer clicks my ad, where do they go?

When you create your ad, Amazon will ask you to provide a landing page, which is where buyers will go after clicking your ad. This can be the product page or your Amazon store.

Do You Still Need Help With Amazon Display Ads?

Amazon display ads appear on the Amazon website, other Amazon-owned products, and even additional websites if you choose DSP. Display advertising services is one of the many tools that sellers should use to increase brand awareness and sales.

There are several reasons why you should invest in ads, including attracting new buyers and enhancing your presence in your niche. If you’re still struggling to gain traction, let’s talk! Our services encompass multiple stages, including listing creation, graphic generation, competitor analysis, and KPI tracking to provide you with a powerful selling strategy.

Author

Stephanie Jensen has been writing ecommerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.

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