Not every customer who visits your product listing ends up buying it. How will you make these shoppers see your product again and buy it? You can do this by retargeting them with Amazon ads. Amazon retargeting ads attract and convert the visitors who showed interest in your product or in a similar product from the competing brands. They promote your product on and off Amazon.
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Retargeting on Amazon
95% of online buyers do not make the decision to buy a product in a click’s time or a day. They may take a few days to check out the available options before making a choice. Amazon retargeting ads target these shoppers who visited your product but did not buy them.
How do Retargeting Ads on Amazon work?
Retargeting is a way to improve visibility of your brand and products, and thereby, sales. It allows you to bring back the customers who once visited your product page and left without buying.
Retargeting ads constantly remind the customer about a product. When customer sees a product in their online spaces again and again, they tend to consider purchasing it. This is why retargeting ads are highly effective. Basically, a retargeting ad remarkets a product among potential customers.
Retargeting Ads on Amazon work with the help of cookies. To enable Amazon Retargeting Ads on search pages, the customer must view your product or a competing product on Amazon. When a customer views the product on Amazon, a cookie tracks and records this data. If the customer left without buying it, you can even use Quora ads services to attract the customer by reading back to your product.
Types of Ads for Retargeting on Amazon
There are two types of ads you can use for retargeting. Amazon Sponsored Display Ads (SD) and Amazon Demand Side Platform Ads (DSP).
Sponsored Display Ads
This is the most popular way of advertising on and off Amazon. These are self-served, programmatic display ads that can be easily created. They allow you to target customers who already showed interest in your product or a similar product. They work on a CPS model and are very cost effective.
Sponsored ads are auto generated. Therefore, there is not much scope in creative designing of these ads. However, you can add your logo and a headline if you wish to do so.
The Sponsored Display Ads appear on and off Amazon. On Amazon, you can find these ads on the home page and product detail page. Sponsored Display Ads also appear on Twitch; specific third party platforms including websites,and even mobile apps.
The two targeting options available with the Sponsored Display Ads are;
Sponsored Display Product Targeting
This helps to target specific products or relevant product categories on Amazon marketplace inorder to promote product discovery. Amazon uses dynamic technologies powered by machine learning to help you find the relevant audiences for your product ads to be displayed.
You can target both the product and the entire category using the Sponsored Display Product Targeting ads.
Product targeting: This helps your product to show up on the search results of customers who are actively browsing your as well as your competitors’ products. The tactic increases the chances of cross-sell and also can make the potential customer consider your product.
Categories Targeting: It helps promote your product among the customers who are already searching categories relevant to the product you advertised. Using this targeting technique, you can engage a wider range of customers who are searching for products in your own category or similar categories.
Sponsored Display Audience Targeting
These campaigns help you engage or reengage customers who already viewed your product, similar product, category, similar category, or even the category that your product is not included in. These targeting ads help you improve sales by increasing awareness for product and brand.
Within Sponsored Display ads, you can find several targeting options like:
Purchase remarketing: These ads make use of historical purchase behavior of audiences to remarket. It helps you reach new audiences, cross sell among existing customers, and build customer loyalty by repeatedly showing up to the relevant audiences. Dynamic segment of Amazon helps you reach customers who previously bought your products or similar products.
View remarketing: It engages and re-engages audiences who viewed your product or similar product. Dynamic segments help you find customers who viewed products which are highly similar to the product you advertised. These ads encourage product consideration, inform and aware the customer about product launches, and re-engage shoppers who viewed but not yet purchased.
In-market targeting: This targets customers who recently purchased products in a given category. You can reach shoppers who purchased products from the same category of your advertised product to drive consideration. You can also reach an entirely different segment of audiences to improve product awareness.
Lifestyle targeting: The targeted audiences may share similar traits such as shopping on Amazon, browsing on IMDb, streaming on Twitch or Prime Video, etc. Each trait maps to a specific lifestyle. The lifestyle targeting is more helpful for your awareness campaigns.
Interests: This targeting is also best suitable for awareness campaigns. It targets audiences based on their interests by analyzing Amazon browse history and purchase behavior.
Life Events: These ads target audiences based on their life events and show products for awareness and consideration.
Sellers who use multiple Sponsored Display Targeting tactics tend to register an average of 3.2% hike in sales compared to those who use a single Sponsored Display Product Targeting option, according to Amazon.
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Demand Side Platform Retargeting Ads
Amazon Demand Side Platform helps you purchase display, video, and audio ads on Amazon and other high-traffic, high-quality platforms like IMBD.
This lets your brand and products reach the most relevant audiences through creative ads on crowded platforms. Besides, these ads allow you to plan your marketing strategy with strong insights and performance-based reports.
The demand side display ads are visible on mobile, desktop, and retailers’ devices like IMDB, Kindle, Alexa, Fire TV, mobile apps, etc. The video ads can work with Amazon and other devices. The audio ads are still under testing on Amazon Music.
Unlike Sponsored Display Ads, you can create and design your Amazon DSP ads. You can customize targeting based on demographics, lifestyle, etc. Besides, you can explore the possibilities of in-market targeting, targeting for look-alike audiences, advertiser audiences, and custom audiences.
Why is Retargeting Important?
Retargeting is the most efficient way to bring the customers’ interest back into your product. In normal cases, more impressions minimize the chances of conversions, in the case of retargeting ads, more impressions often generate more sales.
On Amazon, retargeting is cost-effective too. It works by constantly showing up the product ads in the targeted customers’ search pages on Amazon. Since it is cost-efficient, retargeting helps to reduce Advertising Cost of Sales (ACoS).
If you are tired of drawing impactful results from your Amazon PPC campaigns and other personalized, targeted ads via Amazon Advertising Platform, retargeting is the best option for you. With retargeting ads, you can generate brand awareness among potential customers on and off Amazon, that too at a lower cost.
To sum up, Amazon retargeting helps you:
- Enhance brand awareness and visibility
- Improve brand engagement
- Increase conversions
- Attract the customer base of your competitor brands
Conclusion
Only 5% of customers on Amazon make an immediate purchase when they see a product. The rest of the customers take time to see, think, and compare. The only way to bring these customers back to your listing is to show up everywhere in their online spaces. Retargeting ads explore these possibilities of remarketing a product on and off Amazon.
You can maximize your conversion and sales with the right retargeting strategy. The viable retargeting strategy on Amazon depends on your requirement and your Amazon business.
