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PPC Tutorial: Product Display Ads - Functionality and Relevance

In this blog post, we'll explain how it's classified, how it works, and how you can advertise with Product Display Ads.

What are the characteristics of product display ads and what are the requirements for displaying them?

Product Display Ads (PDAs for short) are product banners that are displayed on the product detail page below the shopping cart field, at the reviews and on the thank you page. Similar to Sponsored Brands, a meaningful headline is chosen for PDAs. The ad also includes the brand logo and is automatically complemented by the main product image. So make sure that the product being advertised has a product image that is relevant to buyers. Clicking on the ad links to the stored product detail page. The ads are not keyword-based, as is the case with Sponsored Brands or Sponsored Products, but rather product-, category- and interest-based. Seven different ad formats are available for PDAs. These are displayed on the advertised product depending on the relevance rating. Amazon requires a minimum bid of €0.02 and a daily budget of at least €1.00 for playout.

At present, the PDA advertising format is only available to vendors via the Advertising Console. A new and expanded advertising format, Sponsored Display, which is currently still in the beta version, will also offer sellers with a registered brand an opportunity for display advertising in the future.


Necessity and relevance of the ads

If you don't use the PDA advertising format, you miss the opportunity to target your articles more specifically to certain target groups and competitor articles and, in particular, to strengthen brand awareness or protect your own branding. PDAs also serve as an ideal advertising medium for cross-selling - in this way you reduce the bounce rate of shoppers and optimally increase your shopping cart value.

Due to the still relatively low distribution and use of PDA in comparison to Sponsored Products and Sponsored Brands, an even lower bid level prevails here. Precise targeting of category- and product-related articles is essential for building up optimal ad relevance. Read more about the correct targeting of your product display ads in the following sections.


The alignment options in detail

In order to achieve optimal results, we will go into more detail about the individual alignment options below and show you the optimal targeting alignment.


Product and category-based alignment

This targeting includes targeting similar products and related competitor products that are in the same product and category field. By selecting multiple ASINs, you can select the products that are relevant to you and on which your product should be played out. In order to achieve the highest possible frequency of playouts, we recommend a selection of at least 30 articles. When making your selection, also pay attention to comparable factors and features such as price, function and size, etc. This will have a measurable effect on click-throughs. This has a measurable effect on the click rate of your ad and increases the likelihood of purchase.

In addition to pure product targeting, targeting can also be directed to a specific category. Amazon displays the corresponding category from the Amazon catalog based on the product to be advertised. By focusing on customers who are searching in similar or the same category, an audience is reached that already shows great interest in the company's own products.


Interest-based alignment

Because PDAs are displayed on specific detail pages, they have a lower reach than Sponsored Products and Sponsored Brands. By using interest-based targeting, customers with specific shopping habits are addressed. This allows you to advertise to a wider range of shoppers based on their shopping habits on Amazon. To do this, filter for interest-based targeting during campaign creation based on shopper interests relevant to the product to play the item to an audience of shoppers who would not have found your item in a traditional search. The purchase probability with this targeting is much higher than by advertising on individual ASINs, since customers are already searching specifically in a certain category.


Expert tips

Round off your acquired knowledge with our expert tips and achieve optimal performance values with your PDA campaigns:


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