Amazon DSP is a programmatic advertising platform allowing advertisers to purchase display, video, and audio ads on and off Amazon. Unlike other Amazon advertising options like Sponsored Products or Sponsored Brands, DSP enables advertisers to reach audiences across Amazon’s owned-and-operated sites and apps and through third-party exchanges.
- Expanded reach – DSP allows you to target customers beyond Amazon’s ecosystem, including on popular websites and apps.
- Advanced targeting – Use Amazon’s rich customer data to precisely target audiences based on their shopping behaviours and interests.
- Full-funnel marketing – Engage customers from awareness to purchase throughout their journey.
- Cross-device capabilities – Reach customers across various devices, ensuring a consistent brand message.
Here are some strategies for maximising your return on investment with Amazon DSP,
Leverage amazon’s first-party data
The potent aspect of Amazon DSP is access to Amazon’s vast trove of first-party data. This data provides insights into customer shopping behaviour, allowing for highly targeted campaigns. Amazon agencies often recommend segmenting audiences based on the following:
- In-market shoppers
- Lifestyle and interest groups
- Past purchasers for retargeting
- Lookalike audiences
Implement a full-funnel approach
Engaging customers at every stage of their journey is crucial to maximise ROI. Amazon FBA agencies typically suggest creating campaigns for:
- Upper funnel – Brand awareness and consideration
- Mid-funnel – Product consideration and comparison
- Lower funnel – Purchase intent and conversion
- Post-purchase – Customer loyalty and repeat purchases
Optimise creatives for each placement
Different ad placements require different creative approaches. Successful DSP campaigns often include:
- Eye-catching display ads for website placements
- Engaging video content for OTT (over-the-top) placements
- Mobile-optimised ads for in-app advertising
Utilise dynamic eCommerce Ads
These ads automatically pull content from your product catalogue, ensuring that customers always see up-to-date information and pricing. They’re particularly effective for retargeting campaigns.
Implement cross-device targeting
With customers moving between devices throughout their purchase journey, it’s essential to maintain a consistent presence. Amazon DSP allows for cross-device targeting, ensuring your message reaches customers whether they’re on desktop, mobile, or tablet.
Analyse amazon CTR performance
what is amazon ctr? In the context of Amazon DSP, CTR is a crucial metric for understanding ad performance. An ad with a high CTR is relevant and appealing to your target audience. Amazon agencies often focus on improving CTR by:
- Testing different ad creatives
- Refining audience targeting
- Optimising ad placements
It’s important to note that while CTR is valuable, it should be weighed against other metrics like conversion rate and overall ROI when evaluating DSP campaign success.
Implement dayparting and frequency capping
Optimise your ad delivery by showing ads when your target audience will most likely engage. Use frequency capping to avoid ad fatigue and ensure efficient budget allocation.
Utilise amazon DSP’s reporting and analytics
Amazon DSP provides robust reporting tools. Use these insights to:
- Identify top-performing audiences and placements
- Understand the customer journey across touchpoints
- Measure incremental reach and sales impact
Mastering Amazon DSP requires a deep understanding of the platform, continuous optimisation, and a strategic approach to campaign management. This is where partnering with an experienced Amazon agency or Amazon FBA agency provides significant value. These agencies bring expertise in navigating the complexities of DSP, from audience segmentation and creative optimisation to performance analysis and strategic integration with other Amazon advertising channels.