10 New Amazon Sponsored Display Updates
Jansher Afridi
Amazon PPC Strategist | E-commerce Growth Consultant | Maximized ROI by 200% for 45+ Clients | Certified Amazon PPC Expert | Helped Businesses Scale with Proven Data-Backed Strategies
Amazon Sponsored Display started as a beta in September of 2019 and has expanded to a self-service advertising solution, helping to increase discoverability and customer reach on and off Amazon.
This has enabled brands and sellers to take control over their Amazon advertising in one place and enhance their retargeting and customer behavior strategy for their Amazon business.
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Feedvisor was an early partner in the Amazon Marketing Stream beta that launched in late June. Amazon Marketing Stream beta is a push-based messaging system that gives you near real-time access to in-depth ad reporting.
This new beta program can be used to increase or decrease advertising bids during hours with greater or lesser performance, allowing you to be much more adaptable in your advertising bids.
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Starting on June 15th, Sponsored Display’s product targeting has changed to contextual targeting. This is a major change! Your ads now have the ability to show up both on and off the Amazon platform to shoppers.
Contextual targeting will allow vendors and sellers to reach their audiences more times during shopping and entertainment journeys both in the Amazon store and outside of the Amazon store.
In the past, contextual targeting could only be used in the Amazon store, but with this update, you can reach consumers in other spots such as other web pages or apps.?Amazon will automatically find opportunities to advertise outside the Amazon store while following bidding strategies and objectives.?
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As of June 23, you now have access to Sponsored Display ads engagement and conversion signals in Amazon Marketing Cloud (AMC) if you are a registered Amazon Marketing Cloud advertiser. This update also came with companion instructional queries (IQs) that can be used with AMC signals to better understand Sponsored Display analytic topics.
This new update will allow advertisers to use AMC to uncover a wide range of insights about each of their Sponsored Display campaigns?to support a more comprehensive understanding of the customer journey. This will allow for more granular changes to campaigns that, if done right, can make a major impact.
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Fire TV self-service advertisers can now increase ad performance by utilizing customer images to create Sponsored Tiles ad format campaigns in the advertising console.?
In the campaign builder, you can customize both the title and the background images or continue to use the ASIN images from your catalog. Custom creatives can be used to better tailor to shopping interests or preferences, minimize creative fatigue, and celebrate holidays.
Vendors and sellers now have a translation feature available for Sponsored Display ads, making it easy to create and manage many different languages for their Amazon content.?
Making those changes will allow shoppers to select their default language during shopping and browsing, as shown in Sponsored Display ads.
Beware that Sponsored display ads without your customization are automatically translated.?If you would like more control over those changes, be sure to make your own creative customization updates.
As of June 14,?Sponsored Display deny lists are now available for vendors and sellers registered within the Amazon Brand Registry.?This new feature will help brands control ads on and off Amazon on third-party properties.
Creating a deny list is easy. All you need to do is upload a list of web domains and mobile app IDs you want to exclude from your Sponsored Display campaigns which will help you better control the consumer’s shopping journey and align your advertising to your brand.?
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For example, if your brand sells chicken liver dog treats, you might choose not to advertise on a website about veganism.
Matched target reporting launched in June for vendors and registered sellers. The report shows which product detail pages your ads are displayed on. This gives you data to understand the performance of specific categories and dynamic segments that work best for different campaigns.?
This downloadable report can be found in the Amazon ads console and the Amazon Ads API.?
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Sponsored Display’s reach campaigns now include both click (CPC) and view (vCPM) based sales metrics in the Amazon Ads console or the Amazon Ads API.?
This allows for a more comprehensive understanding of the full impact of Sponsored Display campaigns enabling you to create better strategies for bidding and attribution.
Vendors and sellers can now search for and reuse existing creative assets when building their Sponsored Display campaigns in their Amazon Ads console.?
For example, a seller can reuse the same creative asset like a logo or a custom image from many of their Sponsored Brands, Stores, or Amazon Posts in a new Sponsored Display campaign, helping to build a campaign much more quickly.
This means you can search and browse existing creative assets rather than select “Upload image” when creating a campaign.?
You can sort and filter by tags, names, and attributes when searching.
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As of July 8,?vendors and registered sellers can now choose or add any combination of assets such as a lifestyle image, headline, and logo when customizing their Sponsored Display creatives.?
This new update allows sponsored display ads more customizability, flexibility, and control over their creatives to help shoppers more easily discover brands and products through consistent creative styles and branding.
Good luck!
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·???????? Jansher Afridi
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