Reach New Audiences on and Off Amazon With Amazon Advertising

Amazon DSP is a powerful programmatic advertising platform that allows you to reach new and existing audiences on and off Amazon. Its advanced targeting options and access to first-party data make it a great way to grow your eCommerce business.

Choosing the right metrics to evaluate campaign performance can be challenging. This guide provides an overview of key metrics to help you determine your goals and build campaigns that drive growth.

Amazon DSP is a demand-side platform

Amazon DSP is a powerful tool that lets you programmatically buy ads to reach new and existing audiences on and off Amazon. It can help you grow brand awareness, increase product consideration, and drive sales. It also provides a wealth of reporting and optimization options. However, it is important to set clear goals and understand the different ad types and inventory options before you start advertising on Amazon DSP.

The platform has access to Amazon’s extraordinary first-party data, including purchase history, product views, searches, and even affinities for particular products. This helps marketers target more precisely, driving greater return on ad spend than campaigns based solely on keyword research. This is especially true for ecommerce brands, which can leverage their own ecommerce data to create targeted audiences on Amazon.

For example, Huggies used Amazon DSP to target users searching for diapers, using a full-funnel approach to boost brand awareness and conversions. The results were impressive, with a rise in branded search volume and video completion rates.

To get started, sign up as a new advertiser in the Entity view of the Amazon DSP console. This will open a form that will ask you to enter all required information. Once you have filled out the form, click “Save.” It usually takes two business days to complete the application process.

It allows you to programmatically buy ads to reach new and existing audiences on and off Amazon

Buying advertising space programmatically is the process of automating the purchasing of impressions in real-time auctions or by directly acquiring them through publishers. Programmatic ads allow advertisers to target more accurately and efficiently, saving them time and money. It also allows for the right impression to be served at the best time to the appropriate audience, and helps advertisers to avoid wasteful spending on impressions that are not meeting their goals.

Amazon DSP offers advertisers a full suite of campaign management tools that make it easy to reach new and existing audiences on and off Amazon. This includes retargeting options, Audience Lookalike segments, and In-Market & Lifestyle ads. These are all part of the programmatic ad buying process and can be used to drive brand awareness, conversions, or both.

DSP allows brands to access a comprehensive and unique inventory that is Amazon-owned-and-operated, third-party exchanges, Amazon Publisher Services (APS), and private marketplaces. This inventory is enriched with first-party shopping insights based on billions of shopping patterns.

Amazon DSP ads are based on behavior, which means that rather than targeting shoppers by keywords – such as “garlic press” – you’re able to reach them by the other things they buy, the categories they browse, the detail pages they visit, the products they add to cart but don’t ultimately purchase and other behavioral triggers. The programmatic ad platform also delivers robust campaign performance data with key metrics like total purchases, add to cart rate, and product units sold.

It is a self-service platform

After the success of Amazon’s marketplace, many sellers have sought ways to get their goods in front of more customers. In an attempt to capitalize on this opportunity, Amazon now offers a wide range of advertising solutions. These include the Amazon DSP, Sponsored Brands, and Ad Console. Previously, these services were separate, but now they are part of a single marketing platform called Amazon Advertising.

Amazon DSP is a self-serve programmatic advertising platform that offers a variety of features to help marketers reach new and existing audiences on and off Amazon. These include audience targeting, creative ad creation, and campaign optimizations. It also provides tools to protect brand safety and traffic quality, as well as third-party supply quality and viewability. Amazon DSP ads can be placed on the desktop and mobile web, on third-party sites, in app formats (including interstitials), and on Amazon’s own platforms.

Unlike PPC campaigns that are based on search, Amazon DSP ads can be directed to any website or online store. This allows brands to use Amazon’s first-party shopper data to target shoppers as they browse the internet, away from Amazon.

Another great feature of Amazon DSP is the ability to create custom advertiser audiences. These audiences can be created using a variety of sources, including pixel-based data from your D2C site or CRM database. These audiences can be used to retarget shoppers who have already searched for your products, as well as find similar shoppers by using Audience Lookalikes.

It is a paid service

Amazon DSP offers marketers a powerful, user-friendly tool to programmatically buy ads across a variety of digital advertising channels. It enables advertisers to target the right audiences at the right time, while reducing ad waste. This helps brands achieve campaign goals and boost ROI.

DSP advertising is a scalable, cost-effective solution for reaching new and existing audiences. Advertisers create ad campaigns and define their audience(s), then bid on each impression that they want to reach. In a matter of milliseconds, algorithmic software selects the ad bid that is most relevant to the audience and displays it. Ads can direct users to Amazon search results and product detail pages, or a custom landing page on another site. Amazon DSP also supports Link-in and Link-out campaigns, which allow non-Amazon sellers Data to use the platform to promote their products to Amazon’s audience, as long as they don’t compete with Amazon’s marketplace.

Amazon DSP allows you to target a wide range of potential customers, including in-market and lifestyle audiences. In-market audiences are comprised of shoppers who have shown a purchase intent in the past 30 days, while lifestyle audiences reflect broader interest groups, such as fitness fans or outdoor enthusiasts. Using Amazon DSP to target these audiences can help you grow brand awareness and move shoppers into the middle-to-bottom funnel of the conversion funnel.