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Display advertising considerations (1) Select at least 30-50 targeting ASINs (2) Do not combine category placement with ASIN placement. (3) Do not place ASINs together with similar ones (4) Category placement and similar placement can be launched together according to the situation ( depending on the category traffic ) (5) The audiences should also be divided into different groups , and the lookback period should be adjusted according to different audiences. (6) Purchase remarketing and browse remarketing (7) The three types of AUDT have different target groups, so it is recommended to target them separately. (8) Carefully identify whether it is purchase remarketing or browsing remarketing, and whether it is the same product or a similar product. (9) This product remarketing belongs to audience targeting, which means targeting the crowd, that is, advertising to the people who have bought your brand. (10) Repurchase is the purchase remarketing setting in the audience delivery (11) If you need conversion, you can choose similar competing products with lower star ratings or ratings than yours, and then use the CPV/Conversion bidding model . (12) If CPC DPV is selected as the optimization method , the measurement indicator is DPV instead of ROI/Conversion (13) So when you start building a competition, you need to clearly define the KPI . If you want exposure, choose VCPM impression. (14) When expanding your brand and competing with better products, use CPC PV (15) Use CPC PV when expanding brands, core categories, and refining price ranges (16) VCPM is more about product remarketing (17) When the goal is to increase purchase intention, the metric for measuring advertising success is DPV (detail page view) Directional settings: | Product placement | Audience delivery | Material Settings | Success Indicators | Drive purchases ( 100,000-150,000 ) | 1. Place ads in product details to reach interested audiences and build loyalty. Target your own ASIN, target your own brand, and grab advertising space | 2. Attract the audience who are interested in the brand again. Targeted remarketing for this product browsing , remarketing for this product purchasing | 1. Automatically generated dynamic creatives help launch campaigns more easily 2. Customized titles and brand logos strengthen brand awareness and influence people who already know the brand | Order Quantity Sales Advertising ROI | Increase purchase intention ( 4 million - 4.5 million) | 3. Interact with new audiences through other product pages in targeted aisle shelves. Targeted fine categories, targeted competitor ASINs , targeted competitor brands, etc. | 4. Establish connections with new audiences who recently shopped in the aisle. Targeted related product purchase remarketing, similar product browsing remarketing, category browsing remarketing, etc. | 1. Customized titles and brand logos strengthen brand awareness and influence people who already know the brand 2. Use lifestyle images to customize your ad creative and better tell your brand story. | Number of product detail page visits “Brand New Course” sales click-through rate | Build awareness (25 million - 30 million) | 5. Expand customer reach by engaging with potential new audiences outside of the aisle shelves. Targeted complementary categories, targeted-secondary categories | 6. Increase brand awareness by interacting with audiences outside of the aisle shelves. Target consumers through purchase intention tags, lifestyle tags, life stage tags, etc. | 1. Use lifestyle images to customize your ad creative and better tell your brand story. 2. Customized titles and brand logos strengthen brand awareness and influence people who already know the brand | Support Visible exhibition Number of clicks, click-through rate |
Budget allocation ratio: 5 : 5 for audience and product placement in the early stage , and then adjust the ratio based on performance in the later stage Target (audience size) | Advertising campaigns | Strategy | Directional instructions | Optimization Type | material | KPI | Monthly Budget | Popularity ( 25 million) | 6 | Audience delivery | Increase brand awareness by engaging with customers beyond the aisle | vCPM | Customized materials, Brand logo+slogan | Spending, impressions | $2k | 5 | Product placement | Expand customer reach by engaging with potential new customers outside of the aisle | $2k | Purchase intention ( 4 million) | 4 | Audience delivery | Connect with new customers who recently shopped within the aisle (category) | CPC - Page Visits | Brand logo+slogan , customized materials | DPV , new customers to the brand, clicks | $3k | 3 | Product placement | Place products on other product pages in the aisle to engage with new customers | $4k | Purchase ( 100,000 ) | 2 | Audience delivery | Re-engage customers who are interested in your brand | CPC -Conversion | Automatically generate materials, brand logo+slogan | Order quantity, sales amount, ROAS |
$2 k
| 1 | Product placement | Place ads on product detail pages to reach interested audiences and build loyalty | $4k |
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| $17k
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