Sponsored Display Bid Optimizations Now Available

Sponsored Display is a self-service display advertising solution that can help you reach relevant audiences across the shopping journey on and off Amazon. With new bid optimizations, you have more flexible and relevant control over how your campaigns can engage and re-engage audiences to help grow your business.

Available for new and existing Sponsored Display product targeting and audiences campaigns, bid optimizations will help serve ads to relevant audiences during specific phases in their shopping journey.

You can choose from the following:

Optimize for page visits: Serves ads to audiences most likely to click on your ad. These campaigns will bid “down only” and are more likely to have a higher click-through rate and lower cost per click.

Optimize for conversions: Serves ads to audiences who are more likely to click on your ad and then purchase the product within 14 days. These campaigns bid “up and down” and are more likely to have a higher conversion rate.

With these controls, you can use Sponsored Display to help introduce products, engage new customers, and drive loyalty at scale, while supporting your existing Amazon Advertising efforts. On average, advertisers who combine Sponsored Display with other self-service solutions may see higher month-over-month sales growth than brands using only Sponsored Products.*

Custom bidding can help you with the following:

Gain control and flexibility over your campaigns: Sponsored Display uses first-party signals and retail-centric controls to engage and re-engage audiences. Now you have more control over your campaigns and can easily select bid optimizations to help drive conversions, consideration, or awareness with ads that may appear on the Amazon homepage, product detail pages, and even off-Amazon.

Increase traffic to your product detail pages: Use Sponsored Display to reach audiences browsing in your category, as well as other categories, and drive traffic to your detail pages. “Optimize for page visits” can help to increase consideration with new customers, and you can measure your results with new-to-brand metrics and clicks.

Encourage customer loyalty with your brand: Use both Sponsored Display targeting strategies to engage existing audiences viewing your products by targeting your own detail pages with product targeting campaigns, or by remarketing to past audiences with custom-built audiences. “Optimize for conversions” can support your campaigns to co-sell and upsell products to help drive sales and encourage customer loyalty.
*Amazon Internal Data, 2019, US
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