How to use Sponsored Display advertising to get an edge over your competition in Q4. In-depth explanations about different SD strategies, including how to use video advertising to steal your competitor’s traffic.

2. AREAS OF FOCUS:
Brand Protection
SBV to Store
Sponsored Display Retargeting
Part 1
Part 2
Part 3
Part 4
Part 5 Roundup
Q4 Strategies

3. Q4 Strategies

4. The methods you will use for Q4 will depend on your goals.
1⃣ Do you want to increase sales❓
2⃣ Do you want to ensure you are as profitable as possible❓
3⃣ Do you want to liquidate stock❓
4⃣ Do you want to defend your ranking and position against other competitors who
will be taking advantage of the day❓
Q4 Strategy

5. Increasing sales 👉 ensure you monitor your main revenue-driving keywords and
that you have enough budget behind these. Are your products price competitive, and
can you put coupons on them to drive CTR?
Profitability 👉 ensure that you optimise your campaigns in the run-up to high traffic
periods and that you are at your ideal TACoS/ACoS. Do not increase bids for the sake
of it; ensure you are only increasing your budget to what you can afford.
Liquidate 👉 set a competitive price and possibly a coupon to ensure a high CTR.
Decide what you can spend on liquidating and use PPC to push sales.
Q4 Strategy

6. Defence 👉 ensure you have defensive campaigns targeting your branded and top
keywords and offensive campaigns against main competitors. Take advantage of all
ad types in the run-up to Prime day and during. Ensure you have enough budget and
never go out of stock on Prime day. Ensure you are price competitive and have
coupons set up to compete on your main products.
Customer Acquisition 👉 make use of top-of-funnel strategies in the run-up to Prime
day and on the day itself. Remember the more customers you acquire during this
period, the more customers you have in the funnel to retarget through the rest of the
year. Work out what sort of ACoS/TACoS you are comfortable with to achieve this
Q4 Strategy

7. Brand Protection

8. Potential customers will input branded searches on Amazon
Sellers should:
-Ensure you are showing up for your brands keywords across all ad
types.
Brand Protection

9. Brand Protection
• Nescafe is not winning
the Sponsored Brands
spot (significant
especially for mobile
searches)
• Nescafe is winning all top
Sponsored Product
placements
• Nescafe is winning SBV
placement on page lower
down
Keyword: Nescafe

10. Brand Protection
• Lavazza is winning the
Sponsored Brands spot
(significant especially for
mobile searches)
• Lavazza is winning all
top Sponsored Product
placements
• Lavazza is winning SBV
placement on page lower
down
Keyword: Lavazza

11. Brand Protection
Potential customers will input branded searches on Amazon
Sellers should:
-Segment Branded vs Non Branded keywords and ASINs into their
own clearly marked campaigns.

12. Brand Protection
• Branded keyword and
ASIN campaigns should
be marked clearly (eg.
'branded')
• You can easily search the
ads console to see
branded vs non branded
split
• Helps evaluate brands
popularity and growth.
• Branded campaigns often
perform at a better
ACoS/lower CPC/higher
conversion.
Example: Small UK Account

13. Potential customers will input branded searches on Amazon
Sellers should:
-Use all ad types to defend your brand
Sponsored Products
Sponsored Brands
Sponsored Display
Brand Protection

14. Brand Protection
• Nescafe not winning all
sponsored spots for it's
main brand term.
• Dominating SP and SBV
but customers could be
swayed by True Start
(especially on mobile)
• Don't gamble with
high-intent branded
searches. Competitors
running promotions or
taking up valuable
sponsored spots may be
able to steal customers
Keyword: Nescafe

15. 1⃣ Go into the ad console
2⃣ Go to the Targeting tab along the top
3⃣ Click 'search targets'
4⃣ Enter your branded keywords one by one
5⃣ Bulk pause them from all non-brand specific campaigns
Sellers can then create specific branded keyword campaigns that will help you understand how much of your audience is
Brand Protection
What to do if your branded keywords are mixed in with your regular
campaigns?

16. Branded Searches Checklist:
✅ Put branded keywords into their own campaigns.
✅ Negate branded keywords from your generic keyword campaigns.
✅ Use all ad types to defend your brand, not just sponsored brands.
✅ Set a portion of your budget for defending your branded keywords (will differ
depending on brand)
✅ Consider driving traffic to your store instead of PDPs

17. Sponsored Brand
Video - Direct To
Store

18. We are seeing great returns from SBV straight to store.
SBV Store

19. Reasons to use SBV to store campaigns:
✅ Visibility
✅ Great way to demonstrate your product benefits
✅ Can get very granular directing traffic to specific store pages
✅ Drive traffic to store with no competitor ads (especially good as CPCs rise)
✅ Less competition currently across many categories
Make sure that you are showing up when your customer is searching for you! 🔎

20. Sponsored Display -
Purchase Retargeting

21. Retargeting Customers who have viewed or made a purchase:
Sellers should:
-Set up Sponsored Display retargeting for customers who have previously viewed or
purchased your products.
-Encourage repeat purchases of the same product or targeting customers with other
relevant products from your catalogue.
-Decide whether to use the CPC or CPM method.
Purchase Retargeting
It is cheaper to retain a previous customer than to acquire a new one.

22. Purchase Retargeting
• Choose purchases
remarketing within
Sponsored Display ad set
up. (located in audiences)
• Select 'advertised
product' to retarget
customers with the same
product.
• Select a lookback window
to control how many
days after purchase you
retarget your customer.
• Testing various lookback
windows is encouraged.

23. Sponsored Display
-Competitor
Retargeting

24. Retargeting Customers who have made a purchase from your competitors:
Sellers should:
-Set up Sponsored Display retargeting for customers who have purchased competitor
products.
Stealing customers from your competitors
Competitor Retargeting

25. Competitor Retargeting
• Choose purchases
remarketing within
Sponsored Display ad set
up. (located in audiences)
• Select 'related to
advertised product' to
retarget customers who
purchased similar
products.
• Select a lookback window
to control how many
days after purchase you
retarget your customer.
• Testing various lookback
windows is encouraged.

26. Roundup

27. Roundup
1⃣ Clear Strategy
2⃣ Clear Naming Structure
3⃣ Branded vs Non Branded campaigns across all ad types
4⃣ Utilise SBV to store