Sponsored Display
What this domain tests
Sponsored Display (SD) is cost-per-click and appears on and off Amazon - product detail pages, Amazon home, and third-party sites/apps. Know the targeting types: contextual (product/category targeting on detail pages), views/remarketing (audiences who viewed your product or similar), and interest/audience targeting. Understand creative types (product ads vs. brand ads) and that off-Amazon placements require different creative considerations. Key metrics: view-through rate, detail page view rate, new-to-brand, and reach.
Traps
- SD is not only on Amazon - off-Amazon placements are a major differentiator.
- Remarketing audiences require sufficient traffic; small ASINs may see limited reach.
- SD does not use keyword match types the way SP does; targeting is product/category/audience-based.
- Brand safety and placement controls matter off-Amazon.
- Confusing SD contextual targeting with SP product targeting.
Worked example
An SD remarketing campaign targets shoppers who viewed your product in the last 30 days. Spend $200, 40 clicks ($5 CPC), 4 orders, $400 sales → ACoS 50%. If those 4 orders are largely shoppers who would have converted anyway, the incremental value is questionable. Rule of thumb: pair SD remarketing with NTB and view-through analysis; remarketing often shows low NTB and high ACoS because it captures existing intent.
Key concepts checklist
SD placements, contextual vs. remarketing vs. interest targeting, creative types, off-Amazon reach, NTB, view-through.