Detailed Strategy For Amazon Display Advertising In 2021

Part 1 SD advertising introduction and three elements of setting up

1. Classification of SD advertising positioning methods

SD advertising can position consumer audiences as well as products. In the consumer targeting section, all sellers can select an audience of 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 purchasing behaviors.

The way to target 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 ads can be displayed on these pages.

2. Display placement of SD ads

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

3. Three elements of SD advertising settings

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

The second point is that we need to choose a positioning method, and we need to decide whether to choose audience positioning or product placement positioning;

The third point is bidding. What kind of bidding method is adopted is also what we should focus on.

Part 2 SD advertising strategy sharing

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

The first strategy is to reach potential customers who have viewed our products but not purchased in the past 30 days, thereby increasing the probability of users purchasing. Because according to Amazon data, only 4% of customers will make a purchase when they first browse a product, then 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 Audience as the type, and then select View promoted products and similar products. In terms of promoting products, we can choose hot-selling products with competitive advantages, such as products with high BSR brands, that is, products from Top ASIN. In terms of bidding, it is recommended that you use a higher CPC than Sponsored Products to do a cold start first, and then gradually optimize to ensure that you get accurate traffic first and get out the data.

2. Remarketing to non-purchasing customers to increase exposure

This strategy is broader in scope and more about increasing brand exposure. Advertisements reach customers who have seen some products in this category but have not purchased them. Also select your audience and then select View Category or Brand Offerings. To promote products, you can choose the best-selling products that have many product reviews, star ratings, and high cost performance.

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

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

In terms of promoting products, this strategy requires selecting competitive products with a high BSR, because the products need to be displayed to rival brands. It is recommended here to choose a brand with a relatively single product line and a narrow range as a competing product.

In terms of bidding, it is recommended that sellers try to bid slightly lower than the SP advertising CPC by 10% to 20%. If the data is average, you can consider refining the opponent's price and star rating to narrow the scope of product positioning; if the effect is good, you can switch to hot-selling ASIN competing products.

4. Do related marketing, bind with hot-selling products, and attract traffic

Related sales means that if our products are strongly related to other categories of products, then we can attract a wave of traffic. What is strong correlation? Products such as outdoor ovens and tents, or sleeping bags and mats are all highly relevant.

According to this strategy, sellers selling sleeping bags can find the ASINs of top sellers who sell particularly well in floor mats and bind them so that their products can be displayed on relevant pages. It is recommended that the bidding be slightly lower than the SP advertising CPC by 10% to 20%, and negative placement be added for products with poor data.

5. Grab competitors’ product traffic and accurately place competing products

This strategy is suitable for promoting hot-selling products with more reviews, higher star rating, and high cost performance. When products are particularly cost-effective during price reduction activities, you can use this strategy to grab traffic from competitors. Since you are grabbing traffic, the bidding needs to be equal to or slightly higher than the SP advertising CPC bid.

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

This strategy advertises our own hot-selling ASINs. This way of advertising is actually occupying the advertising space on our hot-selling product details page, so that customers can stay on their own pages as much as possible. Even if customers click on the ad to browse, what they see is our own. products, thus acting as a defense against competitors.

In terms of products, you can choose hot-selling products and variants within the product line. In addition, potential new products can also be launched in this strategy. Because you want to prevent competitors from grabbing the advertising space, the bidding also needs to be slightly higher than the SP advertising CPC.