Amazon is testing a new advertising model! Some sellers are already using it

Many sellers have noticed this new advertising mode in the beta version - display promotion - when creating advertisements in the background these days.

Although quite a lot of ordinary sellers (SC accounts) have never seen this advertising method, it is actually not a completely new model.

Display ads used to be an advertising model exclusive to VC and AMS accounts, and this feature was not open to ordinary sellers. However, Amazon recently delegated display ads to a group of ordinary seller accounts.

Currently, only seller accounts that have received invitations are allowed to display ads, and Amazon has not made the conditions for participation public. Sellers will not be notified via email or backend whether they have received an invitation. You can just create a new ad campaign to see if there is this option.

Then this display ad will definitely be gradually opened to all ordinary sellers in the future. We should first understand its delivery principle and then we can operate it directly after it goes online.

Display advertising is the same as ordinary product placement, requiring the setting of daily budget and click bidding (yes, it is also charged by click), but the difference lies in the matching mode and display position.

Except for the newly added product placement this year, all other placement modes are based on keyword matching. Product placement allows sellers to choose to follow the keywords of their competitors' products. Although they do not need to choose keywords themselves, the essence is still keyword matching.

But display ads are different. Once a feature only available to VC and AMS accounts, display ads can be targeted based on similar products or based on buyers’ historical search records and interests.

That is to say, even if the keywords do not match, as long as the consumer has searched for similar products or has been interested in such products, the display ads will be displayed when the consumer browses Amazon.

You can even re-target high-intent users who have browsed your products but did not place an order. This delivery model is more efficient than keyword search and has a higher conversion rate.

Not only is the matching pattern excellent, but the display position of the displayed ad is also the golden position of the entire page.

In addition to being displayed on the side and bottom of competitor product detail pages and buyer review pages, it can sometimes even be displayed on websites other than Amazon and at the top of discount information pages.

The display position is excellent, and the matching mode is accurate and effective, so the budget and bidding of display ads are higher than those of ordinary advertising modes. The default daily budget starts at $100, and the default bid is $3 per click (there is no recommended bid or dynamic bid at present).

Sellers also have almost no room for maneuver. They can only set parameters such as name, start/end time, budget, bid, and products to be advertised. There is no function such as suggested bid.

Therefore, at present, sellers’ display ads during the testing period may encounter problems such as low exposure and unspent budget, which are also negative effects brought about by the matching mode.

However, according to the introduction I found on the official website, the display ads will soon have the keyword matching function.

With keyword matching, sellers have more room for maneuver. Experienced sellers who are familiar with advertising keyword strategies can combine keyword matching with interest/purchase intention matching to come up with various routines, so that the upper limit of displaying ads is very high.

To sum up, whether it is worth opening or not, you can actually try to run display ads to see how effective it is. However, you don’t need to invest too much in it at present. The keyword matching that will be launched later can make this function more complete and effective.

Like other ads, display ads also rely on the main image. The main image is the biggest factor in attracting customers to click on the ad. No matter what kind of ad you run, an attractive main image is very important.

So after learning about everyone’s strong demand for main pictures and A+ beautification, we decided to invite a professional Amazon artist to give us a live talk.

How to Win on Amazon

Scan the QR code in the poster to find me to sign up~

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