3 ways to enhance search campaigns with display advertising

September 6th, 2017 | Natalia Alfonso

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Blog / 3 ways to enhance search campaigns with display advertising

Learn how other brands are using display and search together to boost their advertising performance with Amazon

Search and display advertising are often considered separately, but the truth is these tactics are most effective for brands when they work together. Combining search and display advertising can help brands increase audience reach, sales and creative engagement. Here are three examples of how Amazon advertisers are using display media to complement search campaigns:

1) Re-engage brand shoppers

Linenspa, a rising sleep product company, was looking to build upon its strong search campaign results to drive more product sales on Amazon. The brand was seeing great success getting shoppers to our detail pages using Amazon Search ads and wanted to find ways to get more shoppers browsing their products to purchase. With that goal in mind, Linenspa chose to also test display ads. Using Amazon’s retargeting capabilities, LInenspa was able to engage shoppers that had visited the brand’s product detail page(s) with customized messaging that featured the products individual shoppers had viewed. The result was a 1.6X lift in return on ad spend and 2X the average daily sales for the promoted products.

To learn more, read the full story here.

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2) Expand reach among a qualified audience

Rhodius, a family-owned beverage company from Germany, wanted to increase awareness and engagement for its line of canned water products sold on Amazon. The brand was using Amazon Search ads (Sponsored Products and Headline Search Ads) to help influence purchase among shoppers actively searching for its products and, according to a marketing executive at Rhodius, saw “an opportunity to reach even more shoppers likely to buy our products.” In order to do this, the brand needed to broaden its strategy. Rhodius used display ads on and off Amazon to message audiences whose shopping behaviors indicated an interest in purchasing water. After completing a 3 month test campaign, Rhodius saw that combining display advertising with its search efforts had sparked a positive trend in shopper interest—with a 20% increase in searches for its brand and product keywords, as well as 56% growth in organic retail impressions for its products during the time their campaign was live.

To learn more, read the full story here.

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3) Convey a broader message

Seiko, an innovative watch brand that had been using Amazon search solutions since 2016, wanted to find ways to both expand its reach and convey its brand story. To achieve these goals, Seiko used Amazon’s in-market audience segments to reach relevant customers with display ads both on and off of Amazon (via our programmatic ad solution). Amazon display ads provide advertisers with a myriad of creative options including Dynamic eCommerce Ads, which automatically deliver optimized ad creative to improve customers’ shopping experiences. On average, we’ve seen Dynamic Ecommerce Ads drive a 23% lift in purchase rate compared to standard ads. In this case, Seiko’s ad creative strategy was designed to highlight its brand values, seasonal relevancy, and drive action—ads included calls to action around Father’s Day and holiday gift-giving. As a result, Seiko drove a 1.3X increase in return on ad spend. Eric L Hofmann, Senior VP of Business Development explains “Using Amazon display products to complement our search campaigns helped us grow our business by enabling us to reach more high intent customers on and off Amazon.com and gave us the creative flexibility we needed to ensure our ads were seasonally relevant and included our best brand imagery.”

Read the full story here.

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To learn more about how to use display to complement your search strategy contact your Account Executive. If you don’t have an account representative, please contact us.