Overview

Amazon’s Seller University has added a series of video lessons that focus on Sponsored Display advertising. The curriculum covers contextual targeting, audience‑based tactics, view‑based remarketing, bid management, and creative refreshes. Sellers should pay attention because Amazon’s internal data shows that campaigns using both product‑level and category‑level contextual targeting achieve roughly a 16 % higher return on ad spend (ROAS) than those limited to a single targeting dimension.

Key Points

• Combined targeting boost — Campaigns that mix product and category contextual targeting deliver about a 16 % lift in ROAS compared with single‑dimension targeting.
• New video walkthroughs — Step‑by‑step tutorials now explain how to set up product‑level, category‑level, and audience‑based Sponsored Display campaigns.
• Views remarketing focus — Dedicated training shows how to re‑engage shoppers who visited a product detail page but did not purchase, using configurable look‑back windows.
• Bid strategy differentiation — Guidance is provided on adjusting bids for awareness, consideration, and conversion goals across the varied placements of Sponsored Display.
• Creative refresh recommendations – Best‑practice tips on updating images, headlines, and logos for seasonal relevance and A/B testing are included.

How Contextual Targeting Works in Sponsored Display

1. Identify product‑level targets — Choose specific competitor or complementary ASINs where your ad will appear. Example: A seller of ergonomic office chairs selects a rival’s chair listing to place an ad directly on that detail page.
2. Add category‑level targets — Select broader browse‑node categories that align with your product range. Example: The same seller adds the “Office Furniture” category to reach shoppers browsing the entire furniture section, not just a single competitor.
3. Activate both layers simultaneously — Run product and category targets in the same campaign to create multiple exposure points.