Results From Sponsored Display Ads
In our on-demand webinar on Sponsored Display, Brady and Search Marketing Coordinator, Jordan Davis, outline several amazing results that Kaspien has been able to deliver to our partners with this revised ad type. The scale of these results goes well beyond a single stat, but here are a few highlights from the impacts they achieved.
Pet Supply Brand
+55% in ad revenue change YoY by introducing brand halo shoppers to new and seasonal products, resulting in 9.21% ACoS
+131% in ad revenue change YoY. ACoS was only 10.8%, with New-to-Brand sales attributing for over 67% of sales.
ACoS skyrocketed to 200% with attempts at using Sponsored Display Ads before update After updates. The new update dropped ACoS down to 13.58% with over 87% of sales coming from New-to-Brand sources
+312% in ad revenue change YoY with a staggeringly low ACoS of 1.73% at a VCPM cost of $3.92
Through remarketing and product targeting, achieved an ACoS of 6.25% with over 60% New-to-Brand sales
Chew Toy Brand
Using a full funnel marketing plan, starting from the bottom. Resulted in +327% ad revenue change YoY at only 10.24% ACoS
Sponsored Display Ad Best Practices
Strategy is key to every advertising campaign. These are the practices we implemented that delivered the aforementioned amazing results for our partners.
Launch Remarketing Campaigns
Start at the bottom of the funnel and work your way up. These consumers are the easiest to convert because they’re already so far along in their buyers journey. Start with launching View Remarketing and Purchases Remarketing campaigns.
Views Remarketing are responsible for a staggering percentage of sales, beyond just New-to-Brand, accounting for upwards of 70% of sales. Within Views Remarketing, “Similar to Advertised Audience” campaigns target customers who haven’t seen your product yet, but have looked at similar products. These drive the majority of ad revenue and >50% New-to-Brand sales.
With Purchases Remarketing you are reengaging brand halo shoppers and introducing new products to existing audiences.
Deploy Defensive and Offensive Product Targeting
Every product page contains ad space. Committing ad spend to place ads on your own product pages makes the placements unavailable for competitors and provides the opportunity to upsell or cross sell throughout your portfolio of products, thus defending your listings.
If your competitors did not have the foresight to defend their ad space, you can take a more offensive approach and place ads for your offerings on the product pages of these competitors. This presents your products for consideration as buyers peruse similar products in your aisle.
Use Custom Creative
The ability to use lifestyle imagery and to AB test creative options in Sponsored Display Ads is a game-changer. Lifestyle images increases visibility and CTR because they take up 30% of a mobile screen, making it disruptive and engaging, and showing off the unique selling proposition of your product. We have seen an average of 2-3x improved results from using lifestyle imagery.
The Future of DSP
There has been no official announcement about the future of DSP, but there are still valuable features contained in the program that have not been transferred to Sponsored Display. If you have a website, DSP allows pixel targeting, which targets customers who view or shop your website and serves them with ads directed to your Amazon listings or Brand Store. DSP also offers a little bit more flexibility with creative and allows video ads.
That said, all signs point towards a phasing out of the DSP program, moving more towards self– service options, and freeing up Amazon’s need for direct account managers. Since the update in October 2021, Amazon has increased the minimum cost of DSP to $50,000, making it even more cost-prohibitive and causing many brands to shift the money they had been spending each month in DSP to Sponsored Display Ads and other ad types within Seller and Vendor Central.
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