Amazon Advertising is growing rapidly as more companies explore self-serve Sponsored ads. As we all compete for impressions that could lead to sales, the competition for search terms is fierce. What do you do if you feel you’ve reached the limit of your self-serve Amazon PP Advertising potential?

Amazon DSP Is Available

Amazon DSP gives brands the opportunity to expand their Amazon marketing strategy by using advanced targeting and precise audience control. Display ads can also be placed through Amazon’s O&O inventory.

What is Amazon DSP?

Amazon DSP is short for Amazon Demand Side platform. Amazon’s Demand Side Platform can be used to buy display ads. Display ads fly out of your display advertising budget after you put money in. What are display ads? You see them everywhere, including in banners and video ads. They come in many sizes and display products and services all over the internet.

Amazon DSP gives brands the opportunity to display video and display ads about their products to a targeted audience in certain places at specific times. After enough data has been collected, optimizations can be made to determine if ads were performing according to Amazon DSP campaign goals.

What is the difference between Sponsored Display Ads (SDA) and DSP?

Sponsored Display Ads Campaigns can be built in a matter of minutes, with no minimum requirements and low barriers to entry. These campaigns’ strength and weakness are their simplicity and ease of use. Amazon DSP ads on the other side give us the control we need and the precision we lack in Sponsored Ad Display. DSP allows us to decide who, what and where you want to serve ads Making DSP unique among all other Amazon marketing channels!

Before diving into DSP, it is important to know your advertising goals and the type of customers you wish to target. We will take a look at the “funnel” of your customer journey to determine if we can help you. This will allow you to communicate your goals with the DSP provider and help you understand the KPIs you need to monitor, and what kind of performance you can expect!

Brand Awareness 

Customers are within the target audience but not in the aisle. Although customers don’t know that you exist, you want them to be aware of your brand. Awareness Metrics: Click-Throughs, Searches & Click Through Rate.

Consideration

 The customer is considering what type of product they want. The customer is looking for the product they want, but is not yet browsing your brand or buying it. Consideration Metrics: Detail Page Views & Total Detail Page View Rate.

Purchase Intent

Shoppers are looking at your brand, but they haven’t yet made a purchase. Customers are comparing your brand with other brands. Buy Experience Metrics: Add To Carts, & Total Rate Add to Cart.

Purchase Evaluation

Customer reviews the product before making an inevitable purchase.

Purchase

Customers are currently converting to your Amazon FBM listings. Purchase Metrics: Purchases, Total Purchase Rate, Sales.

Loyalty

Customers are buying your brand, but they haven’t signed up for automatic purchase or Subscribe & SAVE offers. Loyalty Metrics – Subscribe and Save.

Now that we know WHO we want, we can choose HOW to target them.

One of the most popular features of this tool is its ability to deliver relevant Amazon DSP ads directly to our targeted audiences. Here are some examples of audience we can use to increase sales and nudge customers new-to-brand into our customer funnel. Although the availability of many target audiences is a dream for advertisers, it can also lead to a sense of overwhelm. Start small and test your product on Amazon shoppers who have already viewed it or bought it. Once you feel comfortable, you can add more options to the mix.

You are now ready to launch your first Amazon DSP campaign.

What else do you need to know?

• DSP does not give you ownership of the data – it is located on a completely separate platform to your Seller Central or Advertising Console.
  • Amazon will typically run your DSP. This is usually with a minimum 35k spend. You can also work with a DSP provider, which can often offer lower minimum ad spends.
  • Transferring agencies can be a little more difficult if you don’t have the data. You will lose all your previous optimizations and progress.
• Before you jump into DSP, make sure that your Amazon ad goals are solidified
  • Remarketing alone may not be a way to increase sales.
  • Moving up the funnel means shifting your focus from profitability to long-term brand goals.
• DSP is a totally different fee structure
  • According to industry standards, 25% of your spending is dispersed in fees.
  • Amazon requires that you spend at least 35k on ad campaigns, but agencies may require less.
• Attribution Methodology – 14-day, Last Touch Model
  • The last touch is the impression that was seen. Credit for conversion goes to the impression that was the most visible. Views are always more important than clicks.
• DSP is not for people who want instant gratification.
  • DSP performance is affected by drastic changes in advertising strategy and targeting.