Sponsored Display Portfolio: Everything You Need to Know

Mar 10, 2022

If you have experience with organizing your Amazon advertising campaigns, especially in large quantities, you know well how challenging it can be. Using portfolios to easily manage Sponsored Products and Sponsored Brands campaigns is already an option on Amazon.

But what about the Sponsored Display campaigns? Well, the great news is that they are no longer left out of this helpful feature. Since the end of January, you can group your advertising campaigns with Sponsored Display Portfolio!

It 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, main campaign goal, or settings.   

Creating 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.”


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Use the pop-up window to give your portfolio a name containing its main characteristic (characteristics of the campaigns it has). You can easily add your already created campaign.

Sponsored Display Portfolio

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

Controlling spend with Sponsored Display Portfolio


Whatever the setting or bidding strategy you are using in your Sponsored Display campaigns, it’s now easier to control your spend on the portfolio level. The same goes for the campaign level, through budget management and easy evaluation of performance levels. 

You can easily control spend and review campaign performance across many campaigns you have organized into a Sponsored Display Portfolio. 

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. With the new portfolio feature, you can group a collection of them in one place.

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

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. By doing so, 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 Sponsored 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 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 plenty of options!

Final thoughts 


By adding the Sponsored Display Portfolio feature, Amazon has made the jobs of PPC specialists a lot easier. You can use it for better navigation in the Campaign Manager interface, finding your campaigns more efficiently, controlling spending, or reviewing metrics. Best of all, you’ll have more time for optimizing and planning your Sponsored Display campaigns. 

We highly recommend using this new and helpful feature in your advertising strategy for successful results on Amazon

About the author

Milos Vasic

Miloš 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.

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