The purchase journey is complex and rarely linear, and it's important to put your best foot forward when connecting with new audiences while they are making their shopping decisions. Sponsored Display was designed with this in mind, helping you to inspire shoppers to discover your products everywhere they spend time as well as reach customers as they browse and shop on product detail pages.
No matter their stage in the purchase journey, Sponsored Display helps you engage audiences with automatically generated ad creatives containing familiar Amazon shopping features, including customer reviews, Prime badging, and “Shop now” call to action. If you are advertising multiple products in a campaign, Sponsored Display dynamically serves the creative most likely to drive a click, and our creative takes into account out-of-stock, Featured Offer, and delivery promise status to help you efficiently manage your campaigns.
Many advertisers use promotions, discounts, and special offers to entice new customers to try a brand for the first time, and Sponsored Display supports automated deals badging to feature your promotions in creative, driving up to 42% higher ad click-through rate (CTR)3. To help you understand and measure your customer acquisition efforts throughout the purchase journey, we offer a suite of new-to-brand metrics that show how many ad-attributed purchases are from shoppers who haven’t purchased from your brand in the past year.
"The new-to-brand metrics [in Sponsored Display] is a great insight for us to make sure it's worth persisting investment in our campaigns if we're not hitting our ROAS target, but hitting a high new-to-brand %"
— Sophia Beinlich, Senior Media Analyst, Spotlight by Ascential
If you’re thinking about how to best reach new audiences, we have two Sponsored Display tips: use audiences to reach new customers throughout the purchase journey, and create a detail page strategy to reach customers as they shop and browse on Amazon.