Optimization strategies for Sponsored Display

Learn about how you can use our optimization strategies to optimize bidding for your specific needs.

If you sell products on Amazon, these optimization strategies can help you use our self-service display ads to:

Build brand and product awareness.
Drive consideration of products or services.
Increase conversions.

This allows you to signal your campaign needs, deliver against those needs, and further optimize campaigns against metrics such as viewable impressions, clicks, conversions, and leads.

If we find opportunities to increase viewable impressions, clicks, conversions, or leads based on the optimization strategy you select for your ad, we may increase your bid for that auction up to 300%. Similarly, if your ad looks less likely to achieve your optimization goal, we may lower your bid for that auction.

Example: When bidding for ad placements, Amazon can adjust a bid of $1 up to $4 if we identify opportunities for your ad to achieve higher expected results.

Infographic: Optimization Strategy Measurement

There are multiple optimization strategies for Sponsored Display campaigns:

Note: For adveertisers that sell products and services on Amazon, we are enhancing the machine learning algorithm to find improved conversion opportunities and drive sales for Sponsored Display Reach and Page Visit campaigns. These campaigns will now align with the optimization objective of Sponsored Display Conversion campaigns.

Optimize for reach

We'll optimize your bids to help drive more viewable impressions and awareness.

This optimization strategy uses a (vCPM) model. This means that you pay per 1000 viewable impressions (shoppers view your ad), instead of paying for every click that your ad receives.

When you use this optimization strategy, we’ll help serve relevant ads to relevant audiences to maximize reach while optimizing against frequency to help drive post-view engagement. These campaigns are more likely to have higher viewable impression scale and lower click-through or conversion rates compared to other optimization strategies.

If you sell products on Amazon, attribution of optimize for viewable impressions is based on clicks and estimated views—similar to Amazon DSP. Other optimization strategies, as well as Sponsored Products and Sponsored Brands campaigns’ attribution types are based solely on clicks.

Note: If you enter a vCPM bid of less than ₹300, your ads may not lead to viewable impressions.

Optimize for page visits

We'll optimize your bids to increase click-through rates. This strategy may help you drive product consideration and detail page views by showing your ads to shoppers who are more likely to click your ad. If you sell products on Amazon, this bid optimization can be used to engage relevant customers who are considering similar products to yours.

Optimize for conversions

We'll optimize your bids to help you get more conversions. A conversion is when a shopper completes a desired action after interacting with an ad. This typically means making a purchase.

This strategy:

May help drive sales by showing your ad to customers who are more likely to purchase your product.
Can be used for co-selling and up-selling needs when targeting your own detail pages through product targeting or for remarketing needs when using Audiences Views remarketing.

Note: This optimization strategy is available only to advertisers that sell products and services on Amazon.

Optimize for leads

We’ll help optimize your bids to increase the number of leads you receive. This strategy may help you drive customer lead generation by showing your ads to customers that are more likely to submit a lead form.

This optimization strategy uses a cost-per-click (CPC) model. This means that you’ll be charged when shoppers click on:

A call-to-action (CTA) button.
Other parts of the ad creative for opening a lead generation form.
A “Learn more” linked phrase to direct customers to your own website.

There’s no minimum budget required, with this strategy you can simply specify your campaign’s desired daily budget, and Amazon Ads will dynamically optimize in an effort to help you drive higher lead generation rates.

Note: You’ll need to provide a link to your site’s privacy policy in the lead form builder. Leads are saved in our Amazon Leads Manager portal for 14 days after submission.

Additional considerations

Because optimization strategies are set at the campaign level, once you select a strategy, you won’t be able to change it.

Example: If you select Optimize for page visits during campaign creation, you won’t be able to change that optimization strategy to Optimize for leads, or any one of the other optimization strategies once your campaign goes live.

If you sell products on Amazon, you can also set cost controls for each optimization strategy when creating your Sponsored Display campaign. Learn more about Cost controls for Sponsored Display.

Note:

Some metrics are unavailable as columns in your Sponsored Display campaigns or downloadable reports.
The cost per detail page visit is calculated by dividing the total number of detail page visits (DPVs) your ad generated by the total spend of your ad.
Cost per order is calculated by dividing the total number of orders your ad generated by the total spend of your ad.
You can learn more about campaign performance metrics on our Support Center page Performance metrics.