What is the difference between Amazon SD ads and SP ads?

If Amazon merchants want to place advertisements, they need to have a certain understanding of the types of Amazon advertisements. You need to know how many types there are and what are the differences between these types. This article will talk about what is the difference between Amazon SD advertisements and SP advertisements?

1. Applicable sellers

SP advertising is applicable to all sellers.

SB and SD ads are applicable to sellers who have passed brand registration (currently TM registration is also available)

2. Display location

SP ads can be displayed at the beginning or inside of the search page and on the listing details page

SB ads can be displayed at the top, left and bottom of the search page; on the Listing details page; and in exclusive video ad slots.

SD ads can be displayed on external websites or APP pages that are connected to Amazon's advertising interface (pushed to the target audience through machine learning and AI technology)

3. How is advertising charged?

SP and SB ads are pay-per-click.

SD advertising is charged per thousand impressions or clicks;

4. The connection between the three advertisements

The goal of SP and SB advertising is to target product ASINs, and can only be targeted at keywords and product positioning within the site; the goal of SD advertising is to target designated groups of people, and can be targeted outside the site.

According to Amazon's advertising definitions and types, the advertising data can be reconstructed into three categories, which are divided into the following three types of advertising to show you the advertising effects:

1. Search advertising (broad matching and close matching for automatic advertising; keyword placement for manual advertising and keyword placement for brand promotion),

2. Product advertising (similar products and related products for automatic advertising; product placement for manual advertising, product placement for brand promotion, and product placement for display advertising),

3. Display advertising (audience types for display advertising, brand video advertising).

Through this advertising performance reconstruction, we can make analysis in two dimensions:

1) Whether the orders come through keywords (corresponding to search ads), qualitative ASIN placement (corresponding to product ads) or precise groups (corresponding to display ads) (the carriers of Amazon's on-site advertising traffic are divided into these three types), understand what type of advertising is suitable for our products, and make advertising budget adjustments;

2) When a product is new, we should focus on search advertising, that is, keywords, and do a good job of natural ranking search; in the product growth stage, we observe the CTR and CR of search advertising, and we start to place product advertisements; when the product sales, reviews, and star ratings stabilize, we can start to place display ads, step by step, and place and analyze product advertisements in a hierarchical manner.

To sum up, the differences between Amazon SD ads and SP ads mainly lie in the scope of applicable sellers, display location, advertising billing, and targeting scope.