Guide
Quick tips to optimise your Sponsored Display campaigns
For businesses who do not sell in the Amazon store
Regularly monitoring the performance of your Sponsored Display campaigns can empower you to identify optimisation opportunities. Follow these steps to optimise your campaign and help drive your desired outcomes.
Tip: Start optimising your campaign two weeks after launch.
Optimising your campaign budget
If you want to decrease the cost per action taken on your website:
- Optimise your landing page for conversions, such as sign-ups or orders.
- Pause poor-performing audiences
(Tip: Identify these by setting up ad groups with different audience segments and UTM parameters, then analyse campaign performance by audience) - Decrease your bids when using cost-per-click (CPC) bid optimisation.
If you want to reduce:
- Spend: decrease your daily budget.
- CPC: decrease your bids when using CPC bid optimization
- Cost-per-mille (CPM): decrease your bids when using vCPM bid optimisation
Optimising your campaign outcomes
If you want to increase the number of actions taken on your website:
- Increase your daily budget
- Identify new audience segments that are relevant for your business.
(Tip: Use a combination of different Amazon audiences pre-built segments, Views and Purchases tactics) - Expand the location controls of your campaign
(Tip: Add additional relevant postcodes, or expand to cities) - Increase your bids to help win more auctions
If you want to increase your campaign click-through rate (CTR):
- Test different creative elements, such as lifestyle images and the headline.
(Tip: Your headline should focus on a benefit, which should be concise and actionable) - Pause audiences with poor CTR; try adding more relevant audiences
If you want to increase your campaign impressions and clicks:
- Identify new audience segments that are relevant to your business
(Tip: Try using a combination of different Amazon audiences pre-built segments, Views and Purchases targeting tactics) - Expand the location controls of your campaign
(Tip: Add additional relevant postcodes, or expand to cities) - Increase your daily budget to help you win more auctions
Find a partner to help you
Find a partner who can help you plan, create or optimise your Sponsored Display campaigns.
CAMP Digital is a digital marketing and technology company that caters exclusively to home services businesses, including HVAC, plumbing, drain, electrical and roofing companies. Elevate your digital presence, and achieve tangible results through their range of services, such as website management, SEO strategies and paid ads.
Hibu Inc. is a leading provider of digital marketing solutions to local businesses across the U.S. They offer a one-stop shop for integrated digital marketing programmes designed to generate leads and increase visibility online. Their services include website management, SEO/SEM, social marketing and automated customer relationship management tools.
Use comprehensive advertising programmes to help drive sales and achieve transformative results with Fluency. Their solution combines AI with robotic process automation for advertising, helping you to save time and streamline executions by more than 90% while centralising omnichannel campaigns into an intuitive platform.
Optmyzr helps brands and the agencies that serve them manage their digital advertising spend across Amazon and other channels. Advertisers of all sizes have used Optmyzr for more than 10 years to automate account management tasks and streamline reporting.
