Ad Intel: Strategies for powerful display ads to help drive engaged buyers

Sponsored Display is useful for sellers thinking beyond search results in the Amazon store. Sponsored Display is somewhat similar to Amazon DSP in its more visual approach to advertising, but is designed for advertisers who may be new to Amazon Ads or want a more simplified display advertising solution. These ads can contain static images or more engaging videos. It’s a valuable ad type that can help raise brand awareness and drive reengagement after shoppers view or purchase your products.

There are common issues we advertisers struggle with when they are new to display ads, but we’re here to help. Avoid these mistakes when you start your campaigns to ensure you have a chance at your best possible conversion rate.

Problem 1: Low click-through-rate (CTR)

Display ads are more visual than Sponsored Products. As such, the visuals you use can have a big impact on whether a shopper is likely to click on your ad. Unattractive or seasonally irrelevant ads are more likely to deter a shopper from purchasing, especially in the long term.

The solution: Use visually appealing and seasonal imagery or videos in your ads. Keep them refreshed at least once per quarter. Additionally, you want to align any used visuals with branding you may have on social media, direct-to-customer sites, or even packaging. Let your display ads truly be a part of your integrated shopper funnel.

Problem 2: Unclear audience definition

Some advertisers overcorrect when it comes to audience building, creating audiences that are too large or too narrow. This results in ads being seen by the wrong people or by no one at all. With unclear audiences, it’s more likely to drive increased ad spend that won’t result in sales or clicks.

The solution: If you don’t have buyer persona information for your brand, tap into Amazon Audiences. These audience segments are based on a variety of factors (demographics, lifestyle, behaviors etc.) that can all influence someone’s fit for your product. For example, a brand selling rugs may want to reach new homeowners or college students whereas a crib seller should focus on new parents. While shoppers outside these audiences may still purchase your product, layering in clear audiences to your display advertising campaigns is likely to result in higher conversion rates.

Problem 3: Attribution and measurement discrepancies

Display ads can provide both direct (click-based) and assisted (view-based) conversions, which can make it hard to measure the success of the campaigns. However, both are imperative for understanding the full customer journey to purchase as well as seeing where your advertising dollars are spent most effectively.

The solution: Work with an advertising partner that can show the complete path to purchase or provide you access to more advanced measurement tools. This helps you look beyond the conversion point to see how your display ads influenced shoppers along their purchasing journey. The idea of “I’ve seen this brand before…” can go a long way in a down-the-road purchase.

Problem 4: Low conversion rates (CR)

While a low click-through-rate may be indicative of ads not capturing a buyer’s attention, a low conversion rate could result from product detail page issues. Your product and ads are visually appealing, but the detail page is missing key information that would convince a shopper your product is the one they’ve been looking for.

The solution: Ensure your product detail page is optimized. This means that details are clear and easy to understand. Your bullet points address key features of the product. Images show different angles and benefits available. You can also utilize features like A+ Content to tell your brand story or include relevant videos on your listing. Ideally, you also want reviews for that shopper-to-shopper social proof.

Problem 5: Limited resources

Beyond financial capital, advertisers are often constrained by the human or creative capital required to have dynamic and visually appealing display ads. While there’s nothing wrong with resorting to photos taken on a mobile device, there are other avenues to pursue.

The solution: In short, Creative Studio. This Amazon Ads resource provides asset creation using AI-generated images, videos, and more. It’s a great start for brands constrained in internal resources.

About the author

Caroline Powell is the Director of Marketing at Trellis, a full-funnel profitability platform that offers ad automation, dynamic pricing, and analytics to connect brands with customers. Our goal is to help you drive revenue growth for online success.