Step by Step Amazon PPC Campaign Setup for 2024 - Sponsored Display Walkthrough

Sponsored Display campaigns on Amazon PPC are an effective way to extend your reach beyond Amazon’s marketplace, targeting potential customers across the web. Whether you’re aiming to build brand awareness or drive conversions, Sponsored Display offers flexible options that can cater to various marketing objectives. Here’s a step-by-step guide to setting up a Sponsored Display campaign for 2024, ensuring you make the most of this powerful advertising tool.

Step 1: Access Campaign Manager

To get started, log into your Amazon Campaign Manager. From there, select “Create a Campaign,” and choose “Sponsored Display.” This type of campaign is particularly useful because it allows you to target shoppers not only on Amazon but across the web, helping you reach a broader audience.

Step 2: Choose Your Campaign Objective

Next, you’ll need to select your campaign objective. Amazon provides three main options:

• Conversions: This is the recommended choice if you’re looking to maximize your return on investment (ROI). It focuses on driving sales, making it the most valuable option for sellers aiming to increase their revenue.

• Page Visits: This option is useful for brand awareness, directing traffic to your product pages.

• Reach: If your goal is broader audience exposure, you might consider choosing reach, though it may not directly translate into sales.

For most sellers, optimizing for conversions is the best approach, as it aligns with the goal of driving tangible sales results.

Step 3: Set Up Cost Control

Amazon gives you the option to use cost control to manage your bids and budget. However, it’s advisable to leave this option off at first. Allowing more flexibility with your bids can help you test the effectiveness of your campaign without restricting its performance from the outset.

Step 4: Select Your Creative

In terms of creative content, you have two primary options: video or image. Videos tend to convert better due to their engaging nature. Amazon also recommends using video content, which can capture attention more effectively than static images. If you have a high-quality video, select it as your creative asset. If not, opt for an image that meets Amazon’s quality and dimensional criteria.

Step 5: Choose Your Product

Once you’ve selected your creative, it’s time to choose the product you want to promote. Make sure the product you select aligns with the targeting strategy you plan to use.

Step 6: Targeting Options

Amazon Sponsored Display offers several targeting options to help you reach the right audience:

• Contextual Targeting: This allows you to narrow down your targeting by category, ensuring your ads are shown to the most relevant audience.

• Remarketing: Use purchase remarketing to target customers who have already bought from you, or views remarketing to re-engage those who viewed your product but didn’t make a purchase. Remarketing is especially powerful during key sales periods like Black Friday, where you can target customers who were window shopping earlier.

• In-Market and Interest-Based Audiences: These options allow you to reach new potential customers based on their shopping behavior and interests, although they might not always be available for every campaign.

Step 7: Product Targeting

For even more precise targeting, you can use product targeting to focus on specific ASINs, especially competitors. This strategy allows your ad to appear on their product pages, which can sway customers to choose your product instead, particularly if you’re priced more competitively.

Step 8: Set Up Ad Creative

Ensure your ad creative is compelling by adding your logo and a strong headline. If you’re using a video, it’s crucial to meet Amazon’s strict quality and dimensional criteria to avoid having your ad rejected. The same applies to images; they must be formatted correctly to be accepted by Amazon.

Step 9: Name Your Campaign

Naming your campaign effectively is crucial for easy identification later. Include details such as the product name, campaign type (e.g., "SD" for Sponsored Display), and the type of targeting (e.g., views remarketing). This will help you track and manage your campaigns more efficiently.

Step 10: Set Your Budget

Start with a conservative daily budget. Testing is key, so it’s wise to begin with an amount you’re comfortable spending. If the campaign performs well, you can gradually increase the budget. This approach minimizes risk and ensures that you’re not overspending on untested campaigns.

Step 11: Launch the Campaign

After reviewing all settings, click “Launch” to start your campaign. Amazon will review it for approval before it goes live.

Additional Considerations

If you’re a new brand or have a high TACoS (Total Advertising Cost of Sales), it’s advisable to focus on Sponsored Products and Sponsored Brands before diving into Sponsored Display campaigns. Sponsored Display can be a valuable tool for building brand awareness and targeting specific audiences, but it’s essential to approach it with a well-defined strategy and a clear understanding of your advertising goals.

By following these steps, you can effectively set up and manage Sponsored Display campaigns, driving greater visibility and conversions for your brand both on and off Amazon.

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