{"id":6660,"date":"2022-01-04T17:04:06","date_gmt":"2022-01-04T08:04:06","guid":{"rendered":"https:\/\/www.hideandseek.co.jp\/?p=6660"},"modified":"2025-10-24T15:47:20","modified_gmt":"2025-10-24T06:47:20","slug":"2022-updated-edition-what-are-sponsored-display-ads","status":"publish","type":"post","link":"http:\/\/www.hideandseek.co.jp\/en\/archives\/6660","title":{"rendered":"[2022 Updated Edition] What Are Amazon Sponsored Display Ads? We Reveal Their Benefits and Tips for Running Them"},"content":{"rendered":"

Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP\u2026<\/span><\/p>\n

Among the various types of Amazon ads,<\/span><\/p>\n

In this article, we\u2019ve put together an easy-to-understand guide to \u201csponsored display ads,\u201d covering everything from the basics to tips for managing them.<\/span><\/p>\n

Please feel free to use this as a reference.<\/span><\/p>\n

What Are Sponsored Display Ads?<\/h2>\n

\"\"<\/p>\n

Sponsored display ads are ads that are served based on three types of targeting methods.<\/span><\/p>\n

They appear in a different location than Sponsored Products and Sponsored Brands ads.<\/span><\/p>\n

You can set it to either cost-per-click (CPC) or cost-per-thousand impressions (CPM).<\/span><\/p>\n

Conditions for Using Sponsored Display Ads<\/span><\/h2>\n

There are two requirements for placing sponsored display ads.<\/span><\/p>\n

You cannot use sponsored display ads unless these two conditions are met.<\/span><\/p>\n

Wholesale Listings<\/span><\/h3>\n

One reason is that it involves large-volume sales.<\/span><\/p>\n

When listing products on Amazon, sellers can choose between two listing methods: \u201cProfessional\u201d and \u201cIndividual.\u201d<\/span><\/p>\n

Sponsored display ads are available only to large-scale sellers.<\/span><\/p>\n

For more information on bulk and small-lot listings, please click here.<\/span><\/p>\n

Hide&Seek Co., Ltd. | Hide&Seek<\/div>
I want to share the wonderful things hidden in the world.<\/div><\/div>
\"\"<\/div>
Hide&Seek Co., Ltd. | Hide&Seek<\/div><\/div>
<\/div><\/div><\/div><\/div>\n

Brand Registration<\/span><\/h3>\n

Another point is that we are registering our brand.<\/span><\/p>\n

When you register your brand, Amazon will protect it.<\/span><\/p>\n

To register a brand, you must obtain a trademark.<\/span><\/p>\n

Since it takes about six months to a year to obtain a trademark, brand registration used to take quite a long time.<\/span><\/p>\n

However, thanks to Amazon\u2019s new service, \u201cIP Accelerator\u201d (Trademark Registration Assistance),<\/span><\/p>\n

It is now possible to register a brand even before the trademark has been fully granted.<\/span><\/p>\n

 <\/p>\n

Registering your brand offers various benefits beyond just gaining access to sponsored display ads, so<\/span><\/p>\n

If you haven't registered yet, be sure to do so.<\/span><\/p>\n

Hide&Seek Co., Ltd. | Hide&Seek<\/div>
I want to share the wonderful things hidden in the world.<\/div><\/div>
\"\"<\/div>
Hide&Seek Co., Ltd. | Hide&Seek<\/div><\/div>
<\/div><\/div><\/div><\/div>\n

Benefits of Sponsored Display Ads<\/span><\/h2>\n

There are several benefits to running sponsored display ads.<\/span><\/p>\n

More display locations<\/span><\/h3>\n

Sponsored display ads appear primarily in the following slots.<\/span><\/p>\n

 <\/p>\n

Product Page<\/strong><\/p>\n

\uff1c\u30d1\u30bd\u30b3\u30f3\uff1e<\/span><\/p>\n

\"\"<\/p>\n

\uff1c\u30b9\u30de\u30db\uff1e<\/span><\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

It appears around the \"Buy\" button, where it is likely to catch the user's eye when they are purchasing a product.<\/span><\/p>\n

This makes it possible to guide users who are on the fence about making a purchase to the product page you want them to visit.<\/span><\/p>\n

It's more likely to appear because there's less competition<\/span><\/h3>\n

Unlike Sponsored Products ads, Sponsored Display ads,<\/span><\/p>\n

Since this feature cannot be used without brand registration, the number of sellers who can use it is limited.<\/span><\/p>\n

As a result, few sellers use sponsored display ads, and<\/span><\/p>\n

It can be displayed relatively easily.<\/span><\/p>\n

It includes a retargeting feature<\/span><\/h3>\n

Sponsored display ads are tailored to users' purchasing behavior,<\/span><\/p>\n

Users who are interested in the products our company sells<\/span><\/p>\n

Track<\/span>It includes a feature for displaying ads (retargeting).<\/span><\/p>\n

This does not apply to Sponsored Products or Sponsored Brands ads.<\/span><\/p>\n

Disadvantages of Sponsored Display Ads<\/span><\/h2>\n

In contrast, sponsored brand ads have the following disadvantages.<\/span><\/p>\n

I can't select or exclude keywords or ASINs<\/span><\/h3>\n

Since Amazon automatically optimizes ads, you cannot manually select or exclude keywords or ASINs.<\/span><\/p>\n

As a result, there is a risk of wasting advertising budget.<\/span><\/p>\n

To avoid wasting money on advertising, be sure to review the ad campaigns you create every day.<\/span><\/p>\n

How to Manage Sponsored Display Ads<\/span><\/h2>\n

How to Set It Up<\/span><\/h3>\n

Let's try setting up a sponsored display ad.<\/span><\/p>\n

\u2460 Select \u201cContinue\u201d on the sponsored display ad on the right<\/h4>\n

\"\"<\/p>\n

\u2461 Enter the campaign name, daily budget, and ad group name<\/span><\/h4>\n

\"\"<\/p>\n

\u2462 Select the product you want to advertise<\/h4>\n

\"\"<\/p>\n

\u2463 Select Targeting<\/h4>\n

\"\"<\/p>\n

There are two types of targeting.<\/span><\/p>\n

 <\/p>\n

\u25bcProduct Targeting<\/b><\/p>\n

This involves retargeting users who view products designated as targets. Ads are displayed within Amazon.<\/span><\/p>\n

\u25bcAudience<\/b><\/p>\n

Amazon analyzes users' purchasing behavior to target them.<\/span><\/p>\n

 <\/p>\n

\u2464 Set up a bid<\/span><\/h4>\n

\"\"<\/p>\n

In sponsored display ads,<\/span><\/p>\n

You cannot select from multiple options for the bid amount, such as \u201cDown Only,\u201d \u201cUp and Down,\u201d or \u201cFixed.\u201d<\/span><\/p>\n

It's \"Up and Down\" only. In \"Up,\" the bid can go up to a maximum of 300% of the set bid amount.<\/span><\/p>\n

(Example: If you set your bid to 100 yen, it may increase to a maximum of 400 yen.)<\/span><\/p>\n

 <\/p>\n

There are three types of bid optimization, and the details of each are as follows.<\/span><\/p>\n

 <\/p>\n

\u25bc Optimization Based on Viewable Impressions<\/strong><\/p>\n

We optimize the ad to ensure it is shown to users with a high level of interest in the ad.<\/span><\/p>\n

You'll be charged the bid amount you set for every 1,000 impressions.<\/span><\/p>\n

*If you set your bid to less than $3, your ad may not be served.<\/span><\/p>\n

 <\/p>\n

\u25bcOptimization Based on Page Views<\/strong><\/p>\n

We optimize bid amounts based on the ad's CTR.<\/span><\/p>\n

 <\/p>\n

Low CTR \u2192 Lower bids \u2192 Reduced exposure<\/span><\/p>\n

High CTR \u2192 Higher bid amounts \u2192 Increased exposure<\/span><\/p>\n

 <\/p>\n

\u25bcOptimization Based on Conversions<\/strong><\/span><\/p>\n

We optimize bid amounts based on the ad's conversion rate.<\/span><\/p>\n

 <\/p>\n

Low CVR \u2192 Lower bid amounts \u2192 Reduced exposure<\/span><\/p>\n

High CVR \u2192 Higher bid amounts \u2192 Increased exposure<\/span><\/p>\n

 <\/p>\n

\u2465 Advanced Targeting Settings<\/span><\/h4>\n

The process after setting the bid amount is the same as when you select \u201cProduct Targeting\u201d in Step \u2463, and<\/span><\/p>\n

This depends on whether you select \u201cAudience.\u201d<\/span><\/p>\n

 <\/p>\n

\uff1c\u5546\u54c1\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3092\u9078\u629e\u3057\u305f\u5834\u5408\uff1e<\/strong><\/p>\n

\u2465-A Select the product to set as the target<\/span><\/h4>\n

\"\"<\/p>\n

Select the target category or product.<\/span><\/p>\n

 <\/p>\n

\uff1c\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3092\u9078\u629e\u3057\u305f\u5834\u5408\uff1e<\/strong><\/p>\n

\u2465-B: Set Up the Audience<\/span><\/h4>\n

\"\"<\/p>\n

There are three types of audiences.<\/span><\/p>\n

 <\/p>\n

\u25bcAmazon Audience<\/strong><\/span><\/p>\n

\"\"<\/p>\n

Amazon Audiences consists of the following four categories.<\/span><\/p>\n

 <\/p>\n

In-Market<\/b>: For active users who have recently purchased items in a specific category,<\/span>You can target by category.<\/span><\/p>\n

Lifestyle<\/b>:Advertisers can target users based on their lifestyles. Amazon categorizes users' lifestyles based on their purchasing behavior.<\/span><\/p>\n

Interest<\/b>: Amazon analyzes categories of interest based on users' purchasing behavior. Users are categorized by interest, and advertisers can target them by interest category.<\/span><\/p>\n

Life Events<\/b>: We target users who have recently been involved in activities related to major life events, such as moving or getting married.<\/span><\/p>\n

 <\/p>\n

\u25bcView-Based Remarketing<\/strong><\/p>\n

We retarget users who have viewed the advertised product, other similar products, product categories, brands, and so on.<\/span><\/p>\n

 <\/p>\n

\u25bcPurchase Remarketing<\/strong><\/p>\n

We retarget users who have purchased the advertised product, other similar products, products in the same category, or products from the same brand.<\/span><\/p>\n

 <\/p>\n

\u2466 Create the creative<\/span><\/h4>\n

\"\"<\/p>\n

The creative will be displayed as-is in the ad.<\/span><\/p>\n

Generally, product images, product names, and prices are displayed, and reviews may also be shown depending on the location.<\/span><\/p>\n

\"\"<\/p>\n

Select \u201cCustomize Creative\u201d in the upper-left corner, then select \u201cAdd Logo and Headline,\u201d and<\/span><\/p>\n

You can customize the brand logo and headline.<\/span><\/p>\n

It helps not only with product awareness but also with brand awareness.<\/span><\/p>\n

 <\/p>\n

Logo Requirements<\/b><\/p>\n

    \n
  • Dimensions: 600 x 100 pixels or larger<\/span><\/li>\n
  • File size: Less than 1 MB<\/span><\/li>\n
  • File format: PNG or JPEG<\/span><\/li>\n<\/ul>\n

    \"\"<\/p>\n

    If you select \u201cAdd Custom Image,\u201d you can insert a background image that highlights your product.<\/span><\/p>\n

     <\/p>\n

    Custom Image Requirements<\/strong><\/p>\n

      \n
    • Image size: 1200 \u00d7 628 pixels or larger<\/span><\/li>\n
    • File size: 5 MB or less<\/span><\/li>\n
    • File formats: PNG, JPEG, or GIF<\/span><\/li>\n
    • Content: No text, graphics, or logos have been added to the image.<\/span><\/li>\n<\/ul>\n

       <\/p>\n

      In \"Add a Custom Image,\"<\/span><\/p>\n

      We can't adjust the image size to fit the ad space, so depending on where it's displayed, part of the image may be cut off.<\/span><\/p>\n

      For that reason, we currently recommend \"Add a logo and headline.\"<\/span><\/p>\n

      In the future, it is expected that this feature will be improved to allow users to change custom image sizes for each display location.<\/span><\/p>\n

       <\/p>\n

      Finally, click \"Create Campaign\" in the lower-right corner to complete the process.<\/span><\/p>\n

      If you're running sponsored display ads for the first time<\/span><\/h3>\n

      If you're interested in running sponsored display ads,<\/span><\/p>\n

      We recommend either \u201cProduct Targeting\u201d or \u201cBrowsing Remarketing.\u201d<\/span><\/p>\n

      Since we can reach people who have shown interest in the products featured in our ads at least once,<\/span><\/p>\n

      CTR and CVR tend to be high.<\/span><\/p>\n

      In fact, the CTR is about 3 to 4 times higher than when we ran the campaign using Amazon Audiences.<\/span><\/p>\n

      Finally<\/span><\/h2>\n

      Sponsored display ads are designed for intermediate-level advertisers looking to further boost their sales.<\/span><\/p>\n

      If you've never run ads on Amazon before,<\/span><\/p>\n

      We recommend starting with Sponsored Products ads.<\/span><\/p>\n

      Hide&Seek Co., Ltd. | Hide&Seek<\/div>
      I want to share the wonderful things hidden in the world.<\/div><\/div>
      \"\"<\/div>
      Hide&Seek Co., Ltd. | Hide&Seek<\/div><\/div>
      <\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

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