Product Display ads within Amazon Marketing Services (AMS) has given sellers an alternative method to advertise their products. AMS gives sellers a better way to highlight their brand, instead of just their product. In this post we’ll be talking about Product Display ads and how they compare to regular Sponsored Products ads. Let’s get started.
Amazon Marketing Services (AMS) is Amazon’s product promotion service that enables merchants and vendors to create targeted advertisements for their products. The services offered by AMS are:
Only approved Amazon accounts are eligible for AMS. You need one of these five credentials to gain access:
Tip: Vendor Express will typically be the easiest and most direct method of accessing AMS for most Amazon Merchants.
Upon clicking the Product Display option in the ad type menu, you will be confronted with two targeting methods: Product or Interest.
Product Displayed ads are shown on an Amazon detail page on the right-hand rail below the buy box and shipping information, above “frequently bought together” section. The ads look slightly similar to a Sponsored Products ad but they highlight the brand more than the individual product. These ads can be displayed in 11 different sizes and/or styles, ranging from: 245×250, 402×250, 650×130, 300×250, 728×90, 160×600, 980×55, 270×150, Mobile (tablet), Mobile, and Email.
You can direct a Product Display ad to your product detail page or to a video—if you are afforded the capability—to show how the product works. This is a great use case for these types of ads because you can focus your ads on your brand, or around features of your product.
Product Display Ad
Sponsored Product Ad
When your ad has been live for a day or so you’ll start collecting data on its performance. The data you collect is similar to what you’d see in Sponsored Products. Here’s the information available:
You can download a CSV file of a report for each ad you’re running based on a start and end date. Reports are updated every five hours.
We ran a Product Display ad and a Sponsored Products ad for a barbell collar to compare how each ad performs. Both ads ran for 10 days and each had a default bid of $2. Our results after the 10 days were polarizing.
Product Display Ad
Sponsored Products Ad
|Time||10 days||10 days|
|Ad group ASINs||3||4|
It doesn’t take long to notice that our Product Display ad did poorly. We didn’t get a single sale. Whereas the Sponsored Products ads sold 42 barbell collars. We turned $112 into $647.82 with a respectable ACoS of 17.28%.
Not only did the Sponsored Products ads sell more—they received 8x the impressions! This means more eyeballs on the product. The results are pretty conclusive that Sponsored Products ads are still a great value if you have the money to invest.
If you’re new to advertising on Amazon then Sponsored Products is the best place to begin. But don’t let our experiment prevent you from running Product Display ads. We recommend that you understand and have some success with Sponsored Products ads before venturing into Amazon Marketing Services.
We still highly recommend running Headline Search ads within Amazon Marketing Services. We had tremendous success with our Headline Search ads where we spent $5,000 and made more than $15,000 in sales over five months.
Remember, an effective advertising strategy needs to be centered around the long game. You want to give yourself time to test bids and ad types with Product Display ads. Through optimization, you can develop profitable and effective advertising campaigns.