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Drive High-Value Traffic by Retargeting Amazon Shoppers

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It can cost a brand 5x as much to acquire a new customer than retaining a current customer. Staying top of mind for shoppers is vital in today’s competitive marketplace. Amazon DSP enhances your brand’s visibility by allowing Sellers and Vendors to reach shoppers off-Amazon. Join our webinar as we explain the benefits of retargeting on Amazon DSP and unpack the benefits it provides. Learn how to refine your marketing strategy to ensure you’re generating demand at different stages of the buyer’s journey.

Published in: Retail
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Drive High-Value Traffic by Retargeting Amazon Shoppers

  1. 1. Drive High-Value Traffic by Retargeting Amazon Shoppers How Brands Can Use Amazon DSP to Generate Demand
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  3. 3. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  4. 4. Today’s Speakers Evan Walsh Senior Marketplace Channel Analyst
  5. 5. Today’s Agenda ● Explain what the different retargeting options are on Amazon DSP ● Tactics to implement based on customer journey ● Building out your strategy depending on your unique goals ● Full funnel approach: using Amazon data to acquire new customers
  6. 6. POLL QUESTION What is your current level of understanding of retargeting on Amazon DSP?
  7. 7. POLL QUESTION What have you found to be your biggest struggle as a brand advertising on Amazon?
  8. 8. Different Retargeting Options on Amazon DSP
  9. 9. Retargeting Options ● Product Remarketing – Retarget shoppers who viewed your promoted products but didn’t convert. ● Pixel Based – Shoppers who visit your brand’s site. ● Similar Product Remarketing –Reach shoppers browsing products similar to yours.
  10. 10. Tactics to Implement Based on Customer Journey
  11. 11. Purchase Decisions are not Linear Searches for Product Reads detail page and reviews Compares Brands Adds to Cart or List Purchase in store Writes a review Tells a friend Subscribe & Save Considers or Purchases brand again Customer sees ad Consideration Purchase Advocacy LoyaltyAwareness
  12. 12. DSP Consumer Journey AWARENESS CONSIDERATION PURCHASE
  13. 13. Starting at the Bottom of the Funnel PURCHASE Product Units Sold Product Sales Total SnSS (promoted + BH) Total Product Sales (promoted + BH) (eCPPROAS)
  14. 14. Line Item Structure: Remarketing for Purchase ASIN(S) Product Views Amazon Remarketing Audiences Lookalikes Product Purchasers Advertiser Audiences Negative Targeting ● Purchaser segment ● SnS segment ● Advertiser audiences purchaser segment Pixel-based CRM SnSS Brand Purchase Lookalike 365 Days 90 Days 60 Days 30 Days
  15. 15. Line Item Structure: Remarketing for Purchase Product Views Amazon Remarketing Audiences Product Purchasers Lookalikes Advertiser Audiences Negative Targeting ● Purchaser segment ● SnS segment ● Advertiser audiences purchaser segment Pixel-based CRM SnSS 365 Days 90 Days Brand Purchase Lookalike ASIN(S) 60 Days 30 Days
  16. 16. Line Item Structure: Remarketing for Purchase Product Views Amazon Remarketing Audiences Lookalikes Product Purchasers Advertiser Audiences Negative Targeting ● Purchaser segment ● SnS segment ● Advertiser audiences purchaser segment Pixel-based CRM SnSS Brand Purchase Lookalike ASIN(S) 365 Days 90 Days 60 Days 30 Days
  17. 17. Adding to Your Campaign with Mid-Funnel Strategy CONSIDERATION CTR DPV Click-throughs ATC Click-throughs Purchase Event Click-throughs Click-Throughs (eCTR)
  18. 18. Line Item Structure: Consideration Negative Targeting ● Brand Purchasers ● SnS ● Advertiser Audience - Purchasers All Purpose Cleaners Category Similar Category Household cleaning cloths and wipes Category ASIN(S)
  19. 19. Line Item Structure: Consideration Negative Targeting ● Brand Purchasers ● SnS ● Advertiser Audience - Purchasers All Purpose Cleaners Similar Category Household cleaning cloths and wipes Category ASIN(S)
  20. 20. Completing Your Full-Funnel Strategy with Top of Funnel Tactics AWARENESS Cumulative Reach DPV View-throughs ATC View-throughs Impressions (eCPM)
  21. 21. Line Item Structure: Awareness Lifestyle Amazon Audiences Advertiser LAL Audiences Negative Targeting ● Brand Purchasers ● SnS ● Advertiser Audience - Purchasers Broad In-Market Homepage CRM ASIN(S)
  22. 22. Line Item Structure: Awareness Lifestyle Amazon Audiences Advertiser LAL Audiences Negative Targeting ● Brand Purchasers ● SnS ● Advertiser Audience - PurchasersHomepage Broad In-Market CRM ASIN(S)
  23. 23. Setting Unique Goals
  24. 24. Lifestyle Broader in-market segments Lookalikes from Advertiser Audiences Demographic (if applicable) In-market for category and similar categories Contextual targeting Advertiser audiences (pixel, DMP, customer list) Amazon remarketing audiences Advertiser audiences (pixel, DMP, customer list) Lookalikes (on Amazon audiences and Advertiser audiences) Users exposed to awareness/consideration creative Subscribe & Save of the product lookalikes (custom) Advertiser audience frequent purchaser lookalikes Brand shopper (custom) Brand purchaser segment SnS segment Advertiser audiences purchaser segment Brand purchaser segment SnS segment Advertiser audiences purchaser segment Purchaser segment SnS segment Advertiser audiences purchaser segment ASIN purchasers Active SnS customers eCommerce creative Custom creative Video Billboards eCommerce creative (customer review, shop now) Custom creative eCommerce creative eCommerce creative SnS Desktop Mobile Video (on desktop and mobile) Desktop Mobile Desktop Mobile Desktop Mobile Unique Reach CTR, CTC Unique Reach - New to brand (directional): Unique consideration customers DPVR/CPDPV ROAS ROAS Cost Per SnS Awareness Consideration Purchase Retention Targeting Negative Targeting Formats Channels KPIs Amazon DSP Goal Campaign Strategy
  25. 25. Full Funnel Approach Using Amazon Data
  26. 26. DSP Consumer Journey & KPIs Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) AWARENESS CONSIDERATION PURCHASE Cumulative Reach DPV View-throughs ATC View-throughs CTR DPV Click-throughs ATC Click-throughs Purchase Event Click-throughs Purchase Events Product Units Sold Product Sales Total SnSS (promoted + BH) Total Product Sales (promoted + BH)
  27. 27. Full-Funnel DSP Effect - Average Spend & Sales Increase
  28. 28. Key Takeaways ● Build out a full funnel strategy that is right for your brand ● Always-on strategy for ASIN Retargeting - Never stop re-engaging consumers who have engaged with your products ● Identify the best way to capture new customers with Consideration and Awareness targeting
  29. 29. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Advanced Amazon Advertising Strategy Evaluation
  30. 30. Q & A Evan Walsh Marketplace Channel Analyst

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