There is simply no getting around it: more and more businesses are competing for ad space and targeting the same broad group of online shoppers. Fortunately, there is a solution. With Amazon’s new display beta campaign advertising, you can gain a competitive edge in advertising, and even use your competitors’ ads to help boost your own.

Remember: Because of the pandemic, lockdowns are still a reality for many. For this reason, online shopping is more popular than ever before. If you’re looking for a way to attract a more specific audience to your online sales page, Amazon’s new sponsored display beta campaign is just what you’ve been looking for.

What is the new sponsored display beta campaign?

This new marketing offer from Amazon, the world’s largest online sales platform, is a self-service advertisement method that offers access to key performance measures for your ads. This allows you to target a specific audience, one that is more likely to spend their money on your product. 

This tool offers display advertising options that can match any budget or experience level. Its fast and user-friendly creative models will help you kick off your advertising campaign, even if it’s your first time working with this type of software. It also offers detailed campaign insights; you can adjust your campaign in real time.

Performance metrics can help you understand which audiences to target and when, based on product type, availability, price, and customer type. It will help you engage audiences that are browsing or discovering products, or those that are ready to buy. Your choice of target audience can depend on whether you want to move a product quickly, or just further spread brand and product awareness.

Audience targeting can be based on a customer’s previous searches, views, and purchases, whereas product targeting is divided into two categories: 

Sponsored Display: Awareness to Intent

Audience targeting depends on the consumer’s level of awareness and interest in buying can be gauged through the consumer funnel, which begins at basic consumer awareness and progresses to intent to buy.

(insert Better AMS Awareness to Intent funnel graphic)

The process flows from searches to views, from views to categories, from categories to individual products and from individual products to purchases. 

Searches are keyword indicative searches, in the “problem solving” phase of buying. This is when a consumer may not know specifically what they’re looking for, but has begun to search for that answer.

“Views” refer to the shoppers who have viewed the detailed product pages of your advertised products.

“Categories” are groups of products with similarities between them and the ability to be refined. These could include “headphones” or “baby toys.”

“Individual products” target specific products that are similar to yours on Amazon.

How is this different from other Amazon advertising formats?

Amazon’s New Sponsored Display Beta Campaign Type advertising is similar to other types of AMazon advertising, but has some key differences as well. With the beta campaign, you’d still be able to take advantage of the exposure and audience specificity of Amazon advertising.

One key upgrade with the new Amazon sponsored beta display campaign is that it allows you to create your advertising content and use it outside of Amazon’s web pages. This feature has never been offered with Amazon’s advertising campaigns and will let you take full advantage of other parts of the internet for advertising.

This is a great way to start experimenting with DSP for your online business, if you haven’t already. Demand-side platforms allow online advertising purchasers to manage ad space in real time, as a consumer is browsing. This allows specific product advertisements to be seen as a shopper is searching for that product, if the advertiser so desires. 

Another advantage is that the ads can target specific ASINs through amazon. This means that your ad can be posted directly underneath other product listings that are very similar to yours.

This type of advertising also runs true re-marketing because it can target shoppers who have made similar or other specific purchases in the past. For example, your advert for patio umbrellas could be targeted specifically at consumers who’ve recently purchased outdoor furniture or deck staining materials, by ASIN.

Is it for you?

If your online business or FBA sponsored display could use a boost in sales, there’s never been a better time than right now to dive deep into advertising. If you want the ability to track and analyze consumer metrics in real time, make changes to your advertisements as shoppers are seeking your products, and extend your marketing campaign beyond Amazon, this sponsored display beta campaign is fit for your business. This campaign is the widest-reaching campaign Amazon has ever offered, at a time when more shopping is happening online than ever in history.