Amazon Display Advertising PPC: Unlocking The Potential Of Your Business

amazon display advertising ppc

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Amazon Display Advertising is a type of online marketing. It enables companies to advertise their products on Amazon’s website and mobile app. Amazon offers several display ads, including Sponsored Products and Sponsored Brands. Besides, it provides Sponsored Ads and Amazon DSP (Demand-Side Platform).

Amazon PPC is a form in which marketers pay for online advertising with each click on their ad. With Amazon PPC, businesses can target customers. They get customers based on their search and purchase behaviour, interests, and demographics. This helps companies reach customers who are more likely to be interested in their products and services.

This guide will cover everything you need about Amazon Display Advertising PPC. It includes how it works. The different types of display ads. Besides, best practices for creating effective ads and more.

How Amazon Display Advertising PPC Works?

Amazon PPC allows businesses to create ads. These ads appear on Amazon’s website and mobile app. These ads are designed to appear when customers browse products. Customers can search for specific keywords related to the products.

When a customer clicks on an ad, the advertiser is charged a fee for each click. The amount charged per click depends on factors. For example, it depends on the bidding strategy. Second, the competition for the keyword. Third, the ad’s relevance to the customer’s search query.

Amazon offers several display ads. Each of these ad types has its unique features and benefits.

Types of Amazon PPC

  • Sponsored Products

Sponsored Products are ads that appear on the pages of a product’s details and in search results. These advertisements are intended to promote specific items. Items are targeted based on keywords that customers use to search for products on Amazon.

There are different steps to create a Sponsored Products ad. First, businesses must select the product they want to promote. Then, they set a bid and choose the keywords they want to target. Amazon will then display the ad when a customer searches for those keywords.

  • Sponsored Brands

Sponsored Brands are ads that appear at the top of search results pages. It features the business’s logo, a custom headline, and up to three products. These ads are designed to promote a brand’s products. It also increases brand awareness on Amazon.

Businesses must select the products they want to promote. Then, write a custom headline and choose the keywords they want to target. Amazon will then display the ad when a customer searches for those keywords.

  • Sponsored Display Ads

Sponsored display ads and related product pages are displayed on product detail pages. These ads target customers interested in products similar to the business offers.

Amazon will then display the ad to customers who are browsing similar products.

  • Amazon DSP

A demand-side platform called Amazon DSP. It enables businesses to create and manage display ad campaigns across many platforms. It includes Amazon’s website, mobile app, and third-party websites. Besides, Amazon DSP offers various targeting options, including demographics, interests, and behaviours.

To use Amazon DSP, businesses must create an account and set up a campaign. They can then choose their targeting options, set a bid, and make their ads. Amazon will then display the ads to customers who meet the targeting criteria.

Which Techniques Work the Best for Building Effective Amazon PPC?

Here are some suggestions for developing a successful Amazon Display Advertising PPC:

  • Use High-Quality Images

Images are one of the essential elements of Amazon PPC. Businesses should use high-quality, clear, and well-lit images and showcase the product best. Images should be at least 1000 x 1000 pixels and meet Amazon’s image requirements.

  • Write Compelling Ad Copy

Ad copy is another essential element of Amazon PPC. Businesses should write compelling ad copy. This copy must highlight the product’s benefits and encourage customers to take action. Ad copy should be easy to understand, concise, and read. It should also be relevant to the keywords and the product being promoted.

  • Target the Right Keywords

Keywords are the backbone of Amazon PPC. Businesses should choose the keywords relevant to their product and target audience. They should also use negative keywords to exclude irrelevant searches. Keyword research ensures the ad is shown to the right audience.

  • Optimize Bids

Bidding is an essential aspect of Amazon PPC. Businesses should optimize their bids. It will help to ensure they are competitive and can win auctions. They should also adjust their recommendations based on the ad’s performance. For example, click-through rate (CTR) and conversion rate. The higher the CTR and conversion rate, the more successful the ad campaign.

  • Choose the Right Ad Format

Amazon offers different ad formats for businesses to choose from. Companies should choose the best ad format for their product and marketing goals. For example, Sponsored Products are best for promoting individual products. However, sponsored brands are better for promoting a brand.

  • Use Targeted Audiences

Amazon Display Advertising PPC lets companies target particular customers. The customers are targeted based on demographics, hobbies, and habits. Companies should use targeted audiences to reach the right customers with their ads. They should also use retargeting. It will help to reach customers who have previously interacted with their brand.

  • Monitor and Adjust

Monitoring and adjusting the ad campaign is essential for AmazonPPC’s success. Businesses should regularly monitor the performance of their ad campaign. They must change ads as necessary. This includes adjusting bids, targeting, ad copy, and keywords. It will help to improve performance and increase ROI.

Where can Amazon Display Ads be Placed?

Amazon display ads can be placed in various locations. It can be displayed across Amazon’s website and mobile app. Some of the most common areas where Amazon display ads can be set include:

  • Product detail pages: Ads can be placed on product detail pages of relevant products. It allows businesses to promote their products to customers interested in similar products.
  • Search results pages: Ads can be placed on search results pages. Search results are pages where customers search for relevant keywords or products.
  • Related product detail pages: Ads can be placed on related product detail pages. It allows businesses to promote their products to customers interested in related products.

What does a Sponsored Display Ad on Amazon Mean?

Sponsored display Ads on Amazon are a type of advertising format. It allows advertisers to promote their products to potential customers.

Sponsored Display Ads are displayed on various Amazon pages. It includes product details, search results, and customer review pages. In addition, these ads use targeting options to show the products to shoppers interested in similar products.

The targeting options for Sponsored Display Ads include a product or interest targeting. Here, advertisers can target customers based on the products they view or purchase. Advertisers can also use audience targeting to target customers based on their shopping behaviour, such as their purchase history or their likelihood to purchase.

Sponsored Display Ads are created using a self-service advertising platform provided by Amazon. The ads consist of an image, headline, and product details and can be made by the advertiser in a few simple steps. The advertisers can set their budget and bids and track their ads’ performance using Amazon’s advertising platform.

What are Amazon PPC Management Services?

Amazon PPC (Pay-per-click) Management Services are professional services provided by agencies or specialists to help businesses manage their Amazon PPC campaigns. These services aim to help companies maximize their return on investment (ROI) by optimizing their PPC campaigns on Amazon.

Here are some of the primary services provided by Amazon PPC management services:

  • Campaign setup: Amazon PPC management services can help businesses set up their PPC campaigns on Amazon, including selecting suitable campaign types, creating ad groups, selecting keywords, and setting up bids and budgets.
  • Keyword research: PPC specialists can conduct thorough keyword research to identify relevant keywords that potential customers may use to search for products on Amazon. This research helps to ensure that the PPC campaigns are optimized for the most relevant keywords and that the business is targeting the right audience.
  • Ad creation: Amazon PPC management services can create compelling ads that highlight the unique selling points of a product and encourage potential customers to click on the ad and make a purchase.
  • Optimization: Amazon display advertising ppc specialists can continuously adjust campaigns based on data analysis to optimize campaign performance. This includes refining ad targeting, improving ad copy, and adjusting bids to maximize ROI.

Where do Sponsored Display Ads Appear on Amazon?

Sponsored Display ads on Amazon can appear on product detail pages, customer review pages, and follow-up emails sent after purchase.

How Does Google Display Ads Grow Marketing Results for Advertisers?

Google Display Ads can grow marketing results for advertisers by reaching a wider audience, increasing brand awareness, and driving conversions through visually appealing and targeted ads.

How to be a DSP for Amazon?

To become a DSP for Amazon, a company needs to meet specific eligibility criteria, complete the application process, and get approved by Amazon, which includes demonstrating its ability to provide high-quality ad solutions to Amazon advertisers.

What Classifies a Display Ad?

A display ad is online advertising that includes images or videos and appears on websites, apps, or social media platforms to promote a product or service.

What does Ads off Mean?

“Ads off” usually means that no advertisements are displayed on a website or platform at a particular moment.

When Should an Advertiser Care Most about Brand Halo Metrics?

Advertisers should care most about brand halo metrics when their primary advertising objective is to build brand awareness, improve brand perception, or drive long-term customer loyalty.

What is the difference between Amazon Sponsored Display vs. Sponsored Products?

Amazon Sponsored Displays and Sponsored Products are both advertising options that allow sellers to promote their products on Amazon. There are important distinctions between the two, though.

  • Placement: Sponsored Products ads appear on the Amazon search results page and product detail pages, while Sponsored Display ads can appear on the product detail pages, customer review pages, etc.
  • Targeting: Sponsored Products ads are targeted to specific keywords or product categories. In contrast, Sponsored Display ads use audience or product targeting to show ads to shoppers who have viewed similar products or have demonstrated interest in the advertised product.
  • Ad format: Sponsored product ads consist of a product image, title, and price, while Sponsored ads can include a custom image, logo, or text in addition to product information.
  • Budget and bidding: Sponsored product ads require a minimum daily budget, while Sponsored ads have a minimum cost-per-click bid. Sponsored ads also have a lower minimum bid than Sponsored Products ads.
  •  Goals: Sponsored Product ads are designed to drive sales for a specific product, while Sponsored Display advertisements aim to raise brand awareness and consideration.

What is Amazon Sponsored Display Attribution?

Amazon Sponsored Display attribution refers to tracking and measuring the effectiveness of Sponsored Display campaigns on Amazon. Attribution helps businesses understand the impact of their Sponsored ads on consumer behaviour, such as clicks, impressions, and conversions.

Amazon uses an attribution model called “Same SKU Attribution,” which attributes a conversion to a Sponsored Display ad when the customer clicks on the ad and purchases the advertised product. So, for example, if a customer clicks on a Sponsored Display ad for a specific brand of headphones and then purchases the same brand of headphones within the attribution window, Amazon will attribute that conversion to the Sponsored Display ad.

The attribution window for Sponsored ads is typically set at seven days, meaning conversions within seven days of a click on a Sponsored Display ad will be attributed to that ad. The attribution window can be extended up to 14 days for specific categories or brands enrolled in Amazon’s Brand Referral Bonus program.

Sponsored Display attribution data is available in the Amazon Advertising console, which provides insights into the performance of Sponsored ads and allows businesses to adjust their campaigns to optimize performance. By analyzing attribution data, companies can identify the most effective Sponsored Display campaigns and adjust their strategies to improve ROI and increase sales.


Amazon Display Advertising PPC is a powerful tool for businesses to promote their products on Amazon’s website and mobile app. Companies can design advertising campaigns that reach their target market by using high-quality images, compelling ad copy, targeted keywords, optimized bids, the correct ad format, targeted audiences, and monitoring and adjusting. And drive sales. By following these best practices, companies can maximize the effectiveness of their Amazon PPC and achieve their marketing goals. Partnering with Urtasker, the top-rated Amazon consulting agency, is the wisest decision to elevate your Amazon business to the next level.

Picture of Zeeshan Riaz <br> <span class="designation">Chief Operating Officer</span>
Zeeshan Riaz
Chief Operating Officer

With education and experience in IT. Law and E-commerce industry, I have successfully helped more than 250 E-commerce businesses worldwide to reduce their operational cost with cutting edge eCommerce Marketing Services. I do manage a team of more than 250 people team which includes Amazon, eBay, Shopify, website development, SEO and SMM experts.

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