How to Use Sponsored Display Portfolio Like a Pro

 

 

Organizing your advertising campaigns on Amazon, especially a large number of them, is a challenging task. We are already familiar with using a portfolio to easily manage Sponsored Products and Sponsored Brands campaigns.  

But what about the Sponsored Display campaigns? Well, the great news is that they are no longer left out of utilizing this great feature. Since the end of January, using Sponsored Display Portfolio campaign grouping is also possible.

The Sponsored Display Portfolio feature offers a smart way to organize and categorize your campaigns based on their shared characteristics. You can choose the easiest way to do that and organize them by ASIN, their main campaign goal, or settings.   

How to create a Sponsored Display Portfolio 

To create your Sponsored Display Portfolio, click on the button in the upper left corner of your Campaign Manager interface, just below the “All campaigns.” 

Use the pop-up window to give your portfolio a name containing its main characteristic (characteristics of the campaigns it contains). You can easily add your already created campaign or create a new one right away, and you are good to go. 

Of course, regardless of these settings, you can always assign a portfolio to a new campaign when you are creating it, and you can move one or more of your Sponsored Display campaigns to an existing Sponsored Display Portfolio at any time.   

Using Sponsored Display Portfolio to control spending 

Whatever the setting or bidding strategy you are using in your Sponsored Display campaigns, spending can be more easily controlled now on the portfolio level. The same goes for the campaign level, through budget management and easy evaluation of performance levels. 

You can now easily control spending and review campaign performance across many campaigns you have organized into a Sponsored Display Portfolio. And here is how!  

For example, when your portfolio budget is exhausted, every campaign in that portfolio will automatically pause. They will remain so until the next day, or you can choose to reactivate them right away by increasing your portfolio budget cap, which you can set differently for every portfolio.

Also, your Sponsored Display campaigns are not wandering alone anymore in the Campaign Manager interface, only to be found via campaigns search. You can now group a collection of them in one place – your portfolio. 

You can optimize your campaigns on a higher portfolio level, manually or in bulk. Reviewing the metrics like Spend, Sales, Orders, Clicks, and ACoS more efficiently, you’ll get a better overview and more control, especially over your spending.

Everything is more accessible now, and you can easily see which campaigns are related to which Sponsored Display Portfolio.  

Campaign grouping in a Sponsored Display Portfolio  

The most common and helpful way to group your campaigns in a Sponsored Display Portfolio is to implement product/ASIN grouping. 

That way, you can review your Sponsored Display campaigns’ performance for a single product and decide to approach them differently when optimizing them. 

Also, you can group your Display campaigns by the main targeting types, bidding optimization strategies, or audience segments. 

For example, you can group your campaigns with product targeting in one Sponsored Display portfolio and audience targeting in the other one. You can create a portfolio for Views remarketing and compare its performances with Remarketing purchase audience. You can go even further and group your Sponsored Display campaigns for one ASIN by their audience-targeting lookback period length. There are no boundaries. 

Conclusion 

It’s safe to say that the introduction of Sponsored Display portfolios made PPC experts’ lives a lot easier. 

Whether you will use it for better navigation in the Campaign Manager interface, finding your campaigns more easily, controlling spending, or reviewing metrics, you’ll be able to spend more time optimizing and planning your Sponsored Display campaigns. 

Sponsored Display portfolio is a great and helpful new feature, and we highly recommend using it in your advertising strategy for successful results on Amazon. 

About the author

Milos Vasić is an Amazon PPC Specialist at Sellers Alley. He is a team player, honest, dependable, and incredibly hardworking. Beyond that, Milos is an impressive problem solver able to address complex issues strategically and with confidence.