Once the AMS account has been successfully created, Headline Search Ads (HSA), Product Display Ads (PDA) and Sponsored Products (SP) can be managed. Product Display Ads appear on the product detail page below the Buy Box and below the bullet points. PDAs can also be displayed on the left-hand side of the search results, at the top or bottom of the search results and on the customer review page.
As with the other advertising options on Amazon, PDAs are also based on the CPC model (cost per click) – costs are only incurred when a potential buyer clicks on the ad. The maximum bid per click can be set individually by the merchant. Amazon only makes recommendations in order to remain competitive.
Advantages of Product Display Ads
PDAs are the only form of Amazon PPC campaign in which individual ASINs can be specifically advertised. When creating the ads, they can be targeted either to specific products or interests. This offers vendors or participants in the Vendor Express program an advantage over sellers, as no Product Display Ads can be placed via access to Seller Central (as of November 2017).
Amazon advertising campaigns can be individually targeted through the targeted selection of products / ASINs. Headline Search Ads and Sponsored Products are keyword-based and cannot be targeted to individual products.
Requirements for Product Display Ads
For Product Display Ads, an individual headline of up to 50 characters can be assigned. This will be checked by Amazon after the campaign has been submitted. The use of absolute statements is prohibited and will result in the ad being rejected. Legal or grammatical errors will also lead to rejection.
Your own brand logo can be uploaded and placed on the ad.
The minimum budget per campaign is €100 total budget and €1 daily budget. However, only actual click costs are charged, the budget is not exceeded.
If an item is no longer in stock, the campaign is automatically paused.