Everyone has recently discovered that when Amazon’s advertising backend creates new ads, it divides the ads into search ads and display ads. This means that Amazon's display ads will become another major system of Amazon advertising in the future.
What is display advertising?
Different from the SP (Sponsored Product, or PPC) advertising that we know of, which is a closed loop of consumer keyword search-click-purchase, display advertising is a type of advertising that is actively displayed to precise groups of people. In fact, the most common things around us are display ads. For example, when we browse something on Taobao, we find that we are "hunted" by Taobao's display ads wherever we go. Or maybe a headline has snooped into our privacy through recordings, and has been showing us what it thinks we like, even though this is indeed what we like. I believe everyone is familiar with Facebook ads. Facebook ads are a mainstream display advertising model that displays ads to the crowd through customized crowd tags. All major platforms, including Google, have very mature display ads.
What’s Different about Amazon’s Display Ads?
Amazon display ads are undoubtedly a great new tool for Amazon sellers.
It is mainly reflected in the following points
1. Amazon has hundreds of millions of Prime members, and these are all the ones we can choose to display! Advertisers can select age, gender, buyer's address, even what type of mobile phone they use, what type of car they drive, etc. There are hundreds of customized user group labels in total.
2. Most of Amazon’s advertising display channels are on the site, and Amazon has been allocating various new resources to Amazon display ads.
3. Amazon has a large number of external advertising channels, such as AOL, MSN, and a large number of shopping websites, which work together to help us track the shopping behavior of our brand users.
4. Users can customize various display methods, such as pictures, videos, and flash.
5. Brand users can also customize users with specific behaviors as display users. For example, you can customize users who have browsed your competitor’s ASINs, without your competitors knowing at all! !
So how should we use Amazon as an advertising tool?
In fact, many sellers have put Amazon display ads into practice and used them very well:
1. Attack users of competing products or upstream products to create associations between ASIN traffic;
2. During holidays or when new products are launched, use display ads to quickly increase traffic;
3. Promote repeat purchases for users who have already purchased your products;
4. Analyze the purchasing behavior of consumers for your products and accurately market the purchasing behavior of brand users. There are many more... I am also an outsider and can only list a few.
The most important thing is that everyone uses various methods to mobilize traffic within Amazon. Smart sellers will not miss any official Amazon tools. Since display ads are so powerful, how do we use them?
The display ads that sellers can choose in the Amazon backend are called Sponsored Display ads, abbreviated as SD. Advertisements that can be deeply customized are called DSP ads. DSP advertising itself is a type of programmatic advertising. It is already very popular in the mature digital advertising markets in Europe and the United States, but it is still a relatively new marketing technology among Chinese sellers.
In addition, since DSP advertising is too complicated and requires professional programmatic advertising traders to operate and run, DSP advertising can only be applied for by Amazon advertising managers on behalf of sellers, and then handed over to Amazon for managed delivery, or delivered through DSP professional advertising Partner service providers recommended by Amazon. In fact, the predecessor of DSP advertising is AAP advertising under Amazon's AMG advertising system, and many sellers have tried to launch it in the past. Some sellers have achieved great results through advertising, but some sellers have not achieved good results. The fundamental reason is that they have not fully understood the DSP's audience targeting methods. At the same time, Amazon has been upgrading its algorithms and allocating more advertising resources over the past year, and has launched different strategies for different categories to make it more powerful.
This is the end of my introduction to Amazon DSP today. If you have any questions about Amazon DSP, please leave a message in the comment section.
