Optimize Amazon Banner Ads: Increase CTR and Boost Sales
Did you know that 64% of Amazon Shoppers use more than one retail channel to purchase?
With so many options available out there, it must have a comprehensive e-commerce advertising strategy that’ll cover all your bases.
And when it’s about that, banner ads are a must to have.
They’ll not only retarget customers for you but drive traffic back to your listings.
In addition to that, they are capable to appear across the various platforms such as in social media channels, third-party websites, and apps.
So, whether you’re a Brand registered seller or a vendor, leveraging the full potential of banner ads can take your business to the next level both on and off Amazon.
In this read, we’re showing you everything you need to know about Amazon banner ads and how it works to grow your business.
But let’s know the basics first.
What are Amazon Banner Ads?
Have you ever noticed those ads at the top or side of Amazon’s product details page or on other third-party websites and apps?
Those are banner ads!
This ad whether static or video-based ads are strategically placed on Amazon or third-party websites or apps to drive traffic to the brand's Amazon storefront.
Despite being new, banner ads have rapidly emerged as assets for brands that’’ help you expand your customer base and help you to increase sales.
Even the stats say, 82% of sales are driven by just using banner ads to attract new-to-brand customers.
How to Set up a Sponsored Display Banner ad campaign
Setting up Sponsored Display ads is easy. All you’ll need is a seller central account and brand registration, and you’ll be all good to set up your successful campaign.
Here we’re showing you the complete process to set up a Sponsored Display ad campaign from Scratch to Final.
1.Set your goal.
Identifying the goal is key before starting your campaign. Remember that’s the base. Your advertising KPI, budget and strategy will change depending on your goals.
So, decide accordingly.
Some goals that you can target based on what stage your product is in:
- Build awareness.
- Increase consideration.
- Drive more purchases.
- Build loyalty.
2. Identify your audience.
- Contextual Targeting
And identify your target audience based on demographics and shopping behaviours and create targeted ad copy accordingly to engage with the audience.
Apart from that, the use of remarketing serves ads to the audience who view your product before, so you can re-engage them to consideration and sales.
- Start with campaign creation.
Now that you know your target audience and have set your goal, it’s time to create the campaign.
- Login to your seller central account
Click on “campaign manager” from the “Advertising” option in the left sidebar.
In the “Campaign Manager”, click on “Create a campaign”, and then select the “Sponsored Display” option.
Choose your Campaign type.
You will get three options to flourish your ad on Amazon, depending on your product type.
And they are- Sponsored Products, Sponsored Brands, Sponsored Display
3.Name your Campaign.
Next, give the campaign a detailed name, that includes targeting and product name. It will help you quickly recognize the campaign.
For example, if you’re setting up a campaign with purchases remarketing for sports t-shirts, the campaign name can be like this:
“Sponsored Display | Purchases remarketing | Sports Tshirts | [ASIN]”
A proper campaign name will help you to quickly identify the campaign with just a glance.
4.Give a start and end date.
Once you’ve named your campaign, give it a start and end date. We suggest you run the campaigns with no end date to ensure they don’t stop abruptly.
It takes two to three weeks to see the results from the display campaigns. So, keep the ads running for at least two weeks and revisit them to see the results – tweak them again if required to improve their performance.
5.Set Daily budget.
The daily budget is the amount you’re willing to spend on advertising daily on a campaign over a period of time (for a month).
Choose a daily budget that works for your business. Ensure to keep the budget good enough so it keeps it keeps your campaign running throughout the day.
In case your campaign is out of budget in the mid-half, Amazon will stop showing ads to the shoppers and you’ll lose out on more sales.
Once the daily budget is set, the spending on a given day may exceed the daily budget, but the monthly budget won’t exceed your limit.
6.Create an ad group.
Ad groups within a campaign share the same targeting strategies and bids. We suggest you to add one ad group per campaign and give them a very detailed name.
Select a bid optimization strategy.
Choose a bidding strategy based on your campaign goal.
The bidding strategies would be:
- Optimize for Reach
Amazon optimizes your campaign to reach more people and generate more impressions. The cost for this strategy is measured by VCPM (Cost per 1000 viewable impressions).
- Optimize for page visits.
Amazon optimizes your bids for high CTR Your ads will be shown to shoppers, who have a higher chance of clicking on your ads.
- Optimize for conversion.
Amazon only shows ads to shoppers who have a high-buying intent. The clicks might be faster, but the conversion rate will be higher.
In case, you’re just starting with Display ads, use the “optimize for conversions” option on your first product. Review your first campaign performance after some time, and then tailor your strategies based on your future goals.
7.Choose the targeting strategy.
Choosing a targeting strategy based on your campaign goal is very important.
Sponsored Displays have two major targeting strategies.
This targeting type allows you to show display ads to the potential customers who have previously visited your product and the category.
This audience-targeting tool is powerful that can help you connect with new and existing customers at every stage of their journey.
9.Select a product to advertise.
Select the best-performing products from Sponsored Product and Sponsored Brand campaigns for maximum results. We also recommend you add 10-15 products to your campaign which are closely related and fall within similar categories.
This way Amazon will help to show the relevant ads to different audiences, increasing the campaign’s overall performance.
After you fill up all the options, revisit them to confirm, and then click “Launch campaign” to activate the campaign.
In conclusion, Amazon Sponsored Display banner ads are a powerful tool that’ll help you to retarget customers and drive conversions.
Even though there are limitations relating to ad creatives, testing different advertising strategies can help you determine what will work best for your products.
With the right approach and guidance, you can make the most of Sponsored
Displays banner ads and takes your Amazon PPC campaigns to the next level.
If you want to create a successful Sponsored Display campaign, look no further than Qlikmatrix.
Because we come with around years of experience in Amazon Marketing and have helped many notable brands to create and manage ad campaigns.
We can also help you with complete support and guidance to succeed on Amazon.
Connect with us to learn more about Amazon PPC marketing and how can we help you achieve your business goals.