New research: How a full funnel Sponsored Display strategy can help drive sales
What are the Sponsored Display tactics?
As a reminder, Sponsored Display, currently in beta, is a flexible display advertising solution that puts control in your hands, so you can achieve objectives across the funnel. Sponsored Display includes three targeting tactics to address various stages of the traditional marketing funnel:
- Interests: Grow awareness among audiences whose shopping patterns indicate interests relevant to your product.
- Product targeting: Build consideration among audiences considering similar or complementary products and categories to yours.
- Views: Drive conversion with remarketing placements that appear off Amazon and direct back to a product detail page.
Imagine, for example, that you sell cameras. You might use interests to build awareness among audiences with an interest in traveling, product targeting to drive consideration among audiences actively browsing other cameras or complementary products like camera stands, and views to reach and remind audiences who have viewed product detail pages as they continue to research and discover their options off Amazon. Our research suggests that this type of multi-goal approach tends to work better than focusing your investment on a single Sponsored Display tactic, like putting all of your Sponsored Display budget into views.
How to get started
If you’re a seller or vendor on Amazon who is already using Sponsored Products or Sponsored Brands, Sponsored Display is a simple way to start building a full-funnel strategy because it’s self-service, there’s no minimum spend, and you can promote an entire product catalog in minutes.
To continue broadening your reach across channels, we recommend adding Amazon DSP, Amazon Streaming TV ads, and audio advertising to unlock incremental audiences. We’ll have more tips on that in future blog posts, so stay tuned.
Notes on our methodology: Research is based upon 157 Sponsored Display advertisers (90% of whom were already using Sponsored Products or Sponsored Brands) with access to Vendor Central. The research period spanned October 1, 2019 to February 9, 2020.
2The Future Shopper Report, Wunderman 2020
3Amazon internal, May 2019