How to Create Effective Retargeting Campaigns with Amazon Sponsored Display
Amazon Sponsored Display is a powerful advertising tool that allows sellers to retarget shoppers who have previously viewed their products, similar products, or relevant categories. This type of remarketing campaign helps re-engage potential customers, increase conversions, and maximize advertising ROI.
Understanding Amazon Sponsored Display Retargeting
Retargeting with Sponsored Display helps sellers recapture lost sales by showing ads to shoppers who have already interacted with a product but haven’t completed a purchase. These ads can appear on Amazon product detail pages, search results, and external websites via Amazon’s ad network.
Sponsored Display offers two key types of targeting:
1.Views Remarketing – Targets shoppers who viewed your product or similar products but didn’t purchase.
2.Purchases Remarketing – Re-engages past buyers to encourage repeat purchases or upsells.
Steps to Create an Effective Retargeting Campaign
1. Set Up Your Sponsored Display Campaign
To launch a retargeting campaign:
•Log in to Amazon Advertising Console and select Sponsored Display.
•Click Create Campaign and name it for easy tracking.
•Choose your targeting method: Views Remarketing or Purchases Remarketing.
•Select the products you want to promote.
2. Choose the Right Audience for Retargeting
•Views Remarketing works best for higher-priced products or products with a longer consideration period.
•Purchases Remarketing is ideal for consumable products, accessories, or complementary items.
•Use lookback windows (7, 14, 30, 60, or 90 days) to control how recently a shopper interacted with your product before seeing the ad.
3. Optimize Your Ad Creatives
•Use high-quality images that highlight product features.
•Include compelling ad copy that emphasizes unique selling points (e.g., “Limited Stock Available” or “Special Offer Today”).
•If using custom creatives, ensure your brand logo and messaging align with your store identity.
4. Set Competitive Bids and Budgets
•Start with moderate bids and increase them for high-performing audience segments.
•Allocate a higher budget to best-selling products with strong conversion rates.
•Use dynamic bidding to adjust bids based on performance.
5. Monitor Performance and Optimize
•Regularly check metrics like CTR (Click-Through Rate), Conversion Rate, and ROAS (Return on Ad Spend).
•Reduce bids or pause ads for underperforming audiences.
•A/B test different ad creatives and messaging to improve engagement.
Best Practices for Effective Retargeting
•Exclude recent purchasers to avoid wasting ad spend on customers who just bought.
•Use longer lookback windows (30-90 days) for high-value products to keep your brand top-of-mind.
•Retarget based on category relevance to attract shoppers browsing similar products.
•Combine Sponsored Display with Sponsored Products and Sponsored Brands for a full-funnel approach.
Final Thoughts
Retargeting with Amazon Sponsored Display is a cost-effective way to re-engage potential buyers and drive more sales. By choosing the right audience, optimizing ad creatives, and continuously refining your strategy, you can turn past visitors into loyal customers and improve your overall advertising performance.